8 minute read
SUPERZOO!
Lowcountry Dog goes to Vegas!
WRITTEN BY ISABEL ALVAREZ ARATA Contributing Writer
Every year since 2004, pet lovers have descended upon Las Vegas for SUPERZOO, the largest pet industry trade show in the United States. Established by the World Pet Association (WPA) in 1950, SUPERZOO has had many iterations. SUPERZOO 2023 gathered almost 20,000 pet professionals including 1,200 exhibitors and 3,200 buying companies in a 330,000-square foot show floor, a 10% increase in attendance over 2022. Held at the Mandalay Bay Convention Center, SUPERZOO 2023 welcomed pet lovers from 84 countries and all 50 states.
Because of its popularity and magnitude, SUPERZOO provides a massive platform for pet businesses and entrepreneurs hoping to showcase their products and services, including innovative pet care solutions, grooming supplies, pet fashions, bedding, and accessories. Attending SUPERZOO is also a valuable experience for buyers, independent retailers, bloggers, podcasters, and creators looking to discover the next big thing in petrelated technology, nutrition, chews and toys among the show’s over 1,000 product debuts.
“SUPERZOO is an incredible opportunity for those in the industry to come together, network, and discover the latest trends. This is an invaluable opportunity for all of us to stay on top of the largest innovations and developments” said Britt Kascjak, Director of Content & SEO for BlogPaws, a pet business education company focused on teaching pet professionals the ins and outs of growing an online business through the creation of high-quality content.
The show was divided into curated sections and included vendors specializing in dogs, cats, small mammals, aquatics, reptiles, birds, and, more minimally, horses. While cat products are gaining popularity, dog-specific offerings far outnumbered those intended for other species. Because pets are welcome, SUPERZOO 2023 attendees got to enjoy the company of celebrity dogs and “petfluencers” like Dixie the Praying Dog with a flower in her hair, Jack the Surfing Dog in a floral shirt, Yorkies Sammie and Maddie covered in pearls and bows, and Apple the Golden in a custom-made dress.
The Groomer’s Marketplace was part retail showcase and part art exhibit. Dogs spotted in this area were artistically coiffed and colordipped as part of ongoing grooming competitions. On SUPERZOO’s Grooming Stage, groomers competed for Best First-Time Competitor, Best International Competitor, and Best Pet Stylist in Show, among other titles. Special contests included the Creative Styling Competition and Abstract Design Challenge. Competitors were grooming for a portion of the over $35,000+ in winnings at stake. The Grooming Marketplace also featured a dog spa, indoor doggie playground, and outdoor pet relief area.
“The highlight of SUPERZOO is always making connections - new and old - with the brands we are so proud to bring to our community of pet parents and with our amazing industry colleagues! It’s easy to find “your tribe” in this industry.”
Janet Cesarini, owner of Austin-based pet store Pupology
The Emerging Brands area welcomed first-time SUPERZOO vendors wanting to wow buyers with their innovative pet products. “We really appreciated the Pitch to the Pros sessions hosted by the United Inventors Association, which was new in the Emerging Brands section,” said Kerry Cooke, creator of Splash Spray Leash Handle. Pitch sessions allowed brands to showcase their original products to investors, retail buyers, entrepreneurs, and potential licensees in a format reminiscent of the popular TV show Shark Tank.
Navigating the show floor and countless live product demos with the help of SUPERZOO’s handy mobile app, 2023 attendees could come face to face with celebrities the likes of cat behavior expert Jackson Galaxy and MMA artist Quinton “Rampage” Jackson, who was at the show promoting Boss Dog Brand’s tactical dog leashes and harnesses.
In the Natural and Health area, Green Juju, a brand known for its whole-food supplements, was promoting its new line of freeze-dried dog and cat food as the team at CBD Dog Health and MycoDog’s booth educated attendees on how to choose the best CBD and mushroom extract tinctures for their pets. From human-grade dog food to freezedried cat treats and more, the Natural and Health area made it clear that the market for natural pet products that promise to enhance pet health and well-being is continuously expanding.
SUPERZOO 2023 attracted innovative pet companies hoping to solve pet parents’ most common problems. Sprinkle & Sweep’s pet mess solutions, Pet-Pourri’s pet-safe odor eliminator, and Oxyfresh’s dental care line which includes a water additive created to reduce tartar buildup and bad breath, stood out as practical,affordable ways to make pet parenting a bit easier. Technology-based training tools, GPS trackers, and automatic feeders also caught the attention of attendees looking to take their pet’s daily care to the next level.
Colorfil Air Filters, touted as the best air filters for homes with pets, won first place in the New Product Showcase, an area that highlights new additions to the marketplace from both emerging and established brands. From high-end carriers, designer-inspired collars and leashes, and other unique pet gear, SUPERZOO’s Specialty and Lifestyle area highlighted products to keep pets and their people on-trend and looking their best.
As enrichment garners the attention of more pet parents, many of SUPERZOO’s exhibitors showcased ways to keep pets, primarily dogs, engaged and entertained. From PawzNDogz™’s premium snuffle mats to revolutionary pet dishes like the Mine Pet Platter, SUPERZOO 2023 gave pet lovers and those catering to dedicated pet parents new and improved playtime and feeding solutions. West Paw’s new dog-centric board game, aptly named The Dog’s Best Friend Game™, created by pet behaviorists, seasoned pet experts, and game design pros, hopes to inspire the whole family to sit, stay, and play.
With stunning products ranging from pet-centric homewares and furniture by 4 Cats & Dogs and art history-inspired plush dog toys by Cavall, shopping was almost inevitable at SUPERZOO 2023, especially on day 3, when many exhibitors offered deep discounts on their specialty products. The FedEx Office adjacent to the event space made shipping an abundance of goodies home seamless and for many, highly necessary.
SUPERZOO 2023 attendees agreed that coming together with pet lovers of all backgrounds was a unique and uplifting experience. “It was an event to connect with brands you’ve idolized and wanted to meet. It’s so great to shake a hand and meet in person. Also, [by attending] I learned of some new products I otherwise would have never seen. I love supporting new brands and seeing opportunities for growth as an influencer and pet parent,” said celebrity dog trainer and TV personality Chrissy Joy. She and Fuji, a mini Aussie and the newest member of The Joy Crew, had a great time at the show.
SUPERZOO 2023’s organizers took excellent care of exhibitors and attendees. DJ performances greeted attendees as they entered the show each morning. The R&R Lounge featured customized chair massages and an aura picture service, a great way to relax and recharge between meetings and events. The Live Music Lounge, sponsored by Tuesday’s Natural Dog Company, featured a full bar and live musicians for low-pressure networking and friendly catch-ups.
SUPERZOO 2023 was a three-day trade show with an additional paid education program designed to address the evolving needs of today’s groomers and retailers. The show also offered free educational talks on the trade show floor covering topics like client interaction, profits, performance and sales.
Evenings were jam-packed with happy hours, meet-ups, and an epic party at Mandalay Bay Beach that included a DJ, live music performances, hors d’oeuvres, cocktails, and giveaways.
The party didn’t end once SUPERZOO 2023 came to a close. Mindy Meiering, creator of the Rainbow Bridge Deck, a deck of beautifully illustrated cards designed to support grieving pet lovers through the loss of a cherished pet, is looking forward to maintaining the SUPERZOO 2023 spirit long after the show. “Meeting so many wonderful new people from all walks of the pet industry and making new business connections and friendships that I look forward to nurturing and growing was my favorite part of the experience!” she said.
The pet industry is a $100 billion industry, which continues to grow as pet lovers further prioritize their pets’ care, quality of life, and longevity. SUPERZOO’s ongoing success is a testament to the bond pet parents share with their pets and the power of coming together over shared interests and goals. “This year’s SUPERZOO surpassed our highest expectations, reaffirming its status as the definitive event for the pet retail community. The enthusiasm displayed by attendees, exhibitors, and industry leaders alike was truly remarkable,” said Mike Karsting, WPA’s SVP of Events. “SUPERZOO is a space where innovative advancements are celebrated and visionary ideas take flight”. ■
“SUPERZOO is the Super Bowl for the pet community. It’s amazing for everyone to gather in our hometown!“ she said. She and Jae Kennedy are the founders of Feline Essential and world-famous pet industry influencers with millions of views and multiple viral videos on social media. ‘SUPERZOO 2023 was crazy awesome!’ The energy of so many animal lovers in one place refueled our souls!”
Adrienne Lefebvre of The Two Crazy Cat Ladies
