2011 Interbike preview
Typically this is an annual accounting of the current broad themes expressed by the manufacturing sector of the triathlon market. Were I to stay true to form I'd be writing about the ubiquity of superbikes. I'm writing about something else this year.
A lot of retailers and exhibitors are confused by what's happening in the bicycle trade show space. It's a germane topic on Interbike's eve.
The first show at which I exhibited was BDS in Long Beach, in 1987. I've since attended every West Coast Interbike for a consecutive two dozen years: as an exhibitor for 12 years, and as media for 12 more. I've exhibited at CABDA, Eurobike, and the only major U.S. show at which I did not exhibit during my manufacturing tenure was the BIO show.
This year seems a lot like the BIO era in the mid-90s. That show was born out of a stated desire by certain large brands—including but not limited to Trek, Specialized and Schwinn—to keep trade show profits inside the industry. The BIO show was top-heavy, however, and did not include the smaller brands (like my brand). It crumbled under its own weight. Out of the ruin grew Bikes Belong, however, so it was not entirely a futile effort. BIO also presaged the explosion of private shows and Raleigh, Trek, Specialized, Giant, QBP, Cervelo and others have in one way or another engaged their dealers in a captive atmosphere.
Bike DealerCamp, held in Park City, is the brainchild of ex-Interbiker Lance Camisasca, and it bears a certain similarity to BIO. The brands that exhibit there tend to be larger, and established. I can see it growing into the bike industry's version of the World Economic Forum in Davos, where the 1000 companies funding the forum enjoy an annual turnover about $5 billion or more.
Why is Bike DealerCamp relevant? Because, for its exhibitors, it comes at the right time of the year. And, because these sorts of exhibitors—such as Scott, Orbea, Cannondale—do not want to add to the clutter of private show upon show, but still want a discrete, intimate setting that allows for something that smells, looks and tastes a lot like a private show.
Triathlon America—this sport's industry organization of which I am a member—championed Bike DealerCamp during this critical formative year because this show is tailor-made for many members of our industry. Soft good makers like TYR, blueseventy, De Soto, Orca, Champion System, Sports Multiplied; accessory companies like Profile Design, 3T, SRAM, Shimano, FSA; bike makers like Quintana Roo, Kestrel, Blue, Cervelo, are all great candidates for DealerCamp. For this reason, DealerCamp has been our partner and—while individual members of our organization are free to do what's best for their brands—DealerCamp represents Triathlon America's only formal partnership in the trade show space.
But there's a way to "work" DealerCamp. The enterprising exhibitor books appointments weeks out, and is prepared to write orders at the show. Many exhibitors with whom I spoke used terms like "home run" and "exceeded expectations" when describing their experiences at the 2011 DealerCamp.
It is not a foot-traffic show. If you're a retailer and you go to Bike DealerCamp, prepare to be wined and dined, feted, and monopolized. Some dealers had no time to walk the show. Your feet may never touch the ground.
If you're a brand that sells to distributors, or depends on sales to thousands of dealers rather than hundreds, and you rely on foot traffic as your trade show success metric, you're going to be disappointed in DealerCamp. It's not for you, unless perhaps you partner with a vendor of yours who's exhibiting, and your booth is a niche or a nook in that vendor's larger booth.
Enter Interbike. How many times has the best thing at that show been in a lonely 10-by-10 or 10-by-20 booth? This is Interbike's great value to me. It's hard to imagine an exhibitor like that finding success at DealerCamp. Nor an exhibitor in Interbike's Italian Pavilion, or its Chinese Pavilion. Nor an exhibitor that does not sell directly to dealers.
And, to be sure, I don't perceive DealerCamp to aspire to Interbike's size and breadth. DealerCamp may succeed where BIO failed because its economics are geared toward the type of show it's becoming—an elite experience—and because brands will not be suspicious of exhibiting at a show established and run by its arch rivals (as was the case with BIO).
One reason for Interbike's success, in its run-up, was that everybody loved its front-man, Steve Ready. While Interbike is now owned by the Nielson company—which incidentally owns the ultra-successful Outdoor Retailer—its staff retains a mood and attitude that Ready built. Show Director Andy Tompkins, Communications Director Rich Kelly, and new addition Pat Hus (whom many of my industry friends know) could not be a more congenial group of people.
Alas, if you're an exhibitor, that friendly, can-do spirit does not always flow to the local GES union staff. I have not noted that their favorite phrase is "Yes, we're happy to accommodate you!" But there's a system to managing this as well, which I'll share to any newbie Interbike exhibitors!
I hope the above gives industry readers a sense of how these shows may fit into your travel and marketing plans next year. Boiled down, Bike DealerCamp is a show built around the needs of premium brand exhibitors, along with customers ready to place significant orders in late-July. Interbike is built around the needs of North America's retailers, and if retail foot traffic is the magic metric, Interbike is where the action is.
Of course, if what you want is just sheer, uncontested, gargantuan size, then, pack your bags and head to Eurobike. It's in an idyllic spot on Lake Constanz, and some East Coast retailers choose that show now in place of Interbike. But you won't be able to do business there. Your reps won't be there. For North American retailers, it's really just a place to look, and to vacation.
Because Interbike remains the place where so many U.S.-based bike shop buyers and employees attend, Slowtwitch will be there. Jordan Rapp, Herbert Krabel and I will cover the show (as we covered DealerCamp and Eurobike), and I'll be giving two seminars at Interbike's Triathlon Pavilion (called its Tri Zone). Wednesday, Sept 14, 11am to noon, and Thursday, the 15th, same time.
And THAT is where I'll talk about the ubiquity of superbikes!
