WINTER MARKET 2014
POST SHOW REPORT
www.outdoorretailer.com
2014 POST SHOW REPORT
If your business has relevance to the growing outdoor recreation industry, then this report will help you understand the trends and highlights of the show that serves this exciting, dynamic wintersports market. Winter Market 2014 featured hundreds of product launches, thousands of meetings, millions of dollars in orders and important opportunities to build networks and business intel. At the close of the four-day gathering, Winter Market saw breakthrough technologies, emerging gear trends and strong growth numbers. Here are some highlights of our verified attendance analysis (year-over-year from Winter Market 2013): • Qualified Buyers — up 4%
• East Coast Stores — up 8%
• International Buyers — up 14%
• Footwear Buyers — up 53%
• Attending Store Fronts — up 12%
• Technology Gear Buyers — up 20%
• Media — up 20% Behind the numbers there is an important story coming out of the show — the dominant innovation story from the design world of wintersports, matched with the continued emergence of urban outdoor gear, apparel and services. Another important trend was continued development in applied technology to outdoor activities, evidenced in personal performance devices, portable power and protection. In addition, we added new features to increase value for attendees: • The New Product Zone — a centralized location for buyers to more easily and quickly identify new products. • Discover New @ OR — this new digital product platform highlighted brands and product introductions. The format was interactive and facilitated product line viewing, flagging and ranking top product picks from any web-enabled device. • Live From OR — welcomed industry notables, athletes and exhibitors to the New Product Zone for high-energy afternoon discussions hosted by Timmy O’Neill. Live From OR was created to spotlight industry innovation and new products. • The Backcountry Business Forum — an all-star panel of industry leaders convened in the New Product Zone to discuss the crucial topic of safety education in an increasingly popular wintersports endeavor. This discussion set the stage for ongoing discussions around this important topic. I encourage you to spend some time reviewing the data points within this report. These are just some of the measurable observations we made during this year’s Outdoor Retailer.
Thank you for joining us at Winter Market!
Kenji Haroutunian
VP/Show Director, Outdoor Retailer
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2014 POST SHOW REPORT ATTENDANCE – MARKED INCREASES IN ATTENDANCE Even with a more stringent qualification process, the show grew, with a marked improvement in the quality of our buying audience.
STATISTICS BASED OVER 2013
22,576 TOTAL EXPO
1027 EXHIBITING
ATTENDANCE
BRANDS
3% increase over 2013
14% INTERNATIONAL BUYERS
12% STORE FRONT GROWTH
20% WORKING MEDIA
SHOW DAY ATTENDANCE: Outdoor Retailer Winter Market is North America’s largest winter lifestyle and sports industry gathering in the world. Each January all the major players in winter outdoor gear come together to network, launch and find new product and grow their business. In 2014, nearly 55% of attendee’s stayed three or more days to ensure they made the most of the event.
55%
ATTENDED 3 OR MORE DAYS
OUTDOORRETAILER.COM
35%
ATTENDED 3 DAYS
20%
ATTENDED 4 DAYS
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2014 POST SHOW REPORT INTERNATIONAL ATTENDANCE GROWTH International attendance continues to increase, up 14%, providing an opportunity for exhibitors to grow their brand into new markets. Buyers from 34 countries were at Winter Market to learn what brands are hot and see the latest outdoor innovations, gear, products, accessories, apparel and technology for the upcoming season.
14%
INTERNATIONAL ATTENDANCE
PERCENTAGES OF THE TOTAL INTERNATIONAL AUDIENCE:
Canada: 43% Asia: 37%
European Union: 8%
South America: 7% Oceana: 4%
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2014 POST SHOW REPORT ALL MOUNTAIN DEMO Under bluebird skies and focused on the backcountry experience, the All Mountain Demo welcomed an eager group of 1,700 retailers, reps, exhibitors and working media. They spent the day getting hands-on with the latest gear in various dedicated activity/testing areas and on the slopes.
45 DEMO 1,700 ATTENDANCE DEMO EXHIBITORS
CHECK OUT SOME OF THE HIGHLIGHTS: Ski Mountaineering Race The GORE-TEX® Wasatch Ski Mountaineering Race took place for the first time as part of the All Mountain Demo. Approximately 100 SkiMo racers participated in the event that raised funds and awareness for the US Ski Mountaineering Association (USSMA). Hosted by the GORE-TEX® brand and USSMA, the race featured elite and recreation categories. Other sponsors included La Sportiva, Osprey, Scarpa, Ski Trab and Voile. MSR Snow Park The first ever MSR Snow Park at Winter Market included a challenging snowshoe obstacle course providing an opportunity to experience the latest technology from the leaders in snowshoeing. Sponsored by MSR. Avalaunch Park The Avalaunch Transceiver Park had over 100 visitors, doubled from the previous year, and sparked a great insider competition between safety companies. Digging Challenge “Can You Dig It,” a new event, pitted teams against each other to develop and employ a strategy of digging, a skill that is invaluable if ever faced with the need to rescue a buried backcountry explorer. Backcountry Access took home the top honors as the winning team and Outdoor Retailer donated $1,000 to the Utah Avalanche Center in their name. Backcountry Tours “The 9th annual Backcountry Tours were an overwhelming success,” said Tyson Bradley, Lead Guide for Utah Mountain Adventures. “Attendance was strong, the weather and views were beautiful, and skiers even found some cold snow powder turns.”
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2014 POST SHOW REPORT RETAILER STATS Outdoor Retailer continues to enjoy sustained long-term growth with a powerful buying audience.
INDIVIDUAL BUYER CATEGORY Buyers come from a broad range of core outdoor and lifestyle retailers.
Independent/Specialty Retailer: 60% Distributor/Importer: 5% National Chain Stores: 4% Guide/Outfitter: 4% Regional Chain Stores: 4% Government/Education/Military: 3% Discount Outlet: 1%
ATTENDING RETAILER TITLE Winter Market attendees are decision makers and key influencers in the outdoor market.
Buyer: 26% Owner/Partner: 19% Executive Management: 10% Assistant Buyer/Store Manager: 9% Marketing/Merchandiser: 8% General Staff/Sales Clerk: 6%
COMPANYWIDE ANNUAL SALES VOLUME Outdoor Retailer attendees control billions of dollars in buying power.
Less than $500,000: 18% $500,001 – $1,000,000: 12% $1,000,001 – $3,000,000: 13% $3,000,001 – $10,000,000: 10% $10,000,001 – $50,000,000: 3% $50,000,001 – $100,000,000: 7% Greater than $100,000,001: 11%
BUYING ROLE Those in attendance have the authority to make buying decisions.
Approved/Authorized: 27% Purchase: 22% Recommend: 17% Opinion Asked: 5%
Percentages calculated based on qualified attendance. “No answer” percentages not included.
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2014 POST SHOW REPORT REGIONAL STORE FRONT AND BUYER COUNTS Winter Market 2014 store front counts were up 12%, showing a strong growth trend over previous years. Key geographic areas show sustained increase and International buyers were up a notable 14%.
9% PACIFIC 17%
OF TOTAL BUYERS
OUTDOORRETAILER.COM
14% MOUNTAIN 50%
OF TOTAL BUYERS
39% WEST CENTRAL 10%
OF TOTAL BUYERS
2% EAST CENTRAL 6%
OF TOTAL BUYERS
8%
EASTERN SEABOARD
13%
OF TOTAL BUYERS
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2014 POST SHOW REPORT TOP OUTDOOR SPECIALTY RETAILERS AT WINTER MARKET 2014
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2014 POST SHOW REPORT POST SHOW ATTENDEE SURVEY RESULTS Our priority is to help you – our customer – realize the return on your investment with Outdoor Retailer. We survey our attendees within two weeks of the close of the show to assess their experience. We are pleased to share the results:
81%
PERCENTAGE OF ATTENDEES THAT COME TO SEE NEW PRODUCTS
0
50
100
PERCENTAGE OF ATTENDEES THAT COME TO ESTABLISH / BUILD BUSINESS RELATIONSHIPS
0
50
PERCENTAGE OF ATTENDEES THAT COME TO FIND NEW SUPPLIERS / MANUFACTURERS
0
50
50
PERCENTAGE OF ATTENDEES THAT PLAN TO ATTEND WINTER MARKET 2015
0
OUTDOORRETAILER.COM
67% 100
70%
50
PERCENTAGE OF ATTENDEES THAT COME TO KEEP UP-TO-DATE WITH THE INDUSTRY
0
100
50
PERCENTAGE OF ATTENDEES THAT COME TO NETWORK WITH THE INDUSTRY
0
100
59%
PERCENTAGE OF ATTENDEES THAT COME TO CONDUCT BUSINESS WITH EXISTING SUPPLIERS
0
76%
50
100
70% 100
95% 100
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2014 POST SHOW REPORT LIVE FROM OR Live From OR is a video series we produce and promote with host Timmy O’Neill. The new live stage show, featured exciting notable athletes and legends, plus exhibitor interviews featuring the latest product and technical innovations from our top brands.
Paul Saudigel – Inov8
(L-to-R) Tyler Bradt, Jeff Shapiro and Nick Greece of Team KAVU
Snowboarder Forrest Shearer (left) and climber Chris Sharma (right)
Skier Caroline Gleich
GoPro Bomb Squad: (L-to-R) Marshall Miller, Neil Amonson, Jesse Hall
OUTDOORRETAILER.COM
Skier Chris Davenport (left) and Bryan Cole of Clif Bar
Danny Giovale (left) and Hillary Childs (right) of Kahtoola
Gwen Cameron – Alpinist Magazine
Skier Brody Leven
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2014 POST SHOW REPORT MOBILE APP The Mobile App continues to be a useful onsite and post-show tool for a loyal attendee base.
2,825
APP DOWNLOADS
46,014
DASHBOARD VISITS
19,977
EXHIBITOR PROFILE VIEWS
10,784 ITEMS FAVORITED
4,285
FLOORPLAN VIEWS
Visit your app store and search for Outdoor Retailer today to access exhibitor profiles and show information.
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2014 POST SHOW REPORT MEDIA Winter Market is attended by a growing spectrum of editors and freelance writers representing national outdoor, travel, fashion and lifestyle publications, newspapers, business journals, niche blogs, analyst research reports, online review sites, along with local and national television and radio stations. Credential verification has helped to ensure that the level of media attending the show is top notch. In 2014 we welcomed 358 media outlets and more than 580 Journalists, an increase of 20% over 2013.
588 WORKING MEDIA
20% IN MEDIA
2014 vs 2013
358 MEDIA OUTLETS TOTAL 2014
MEDIA COVERAGE PRINT
TV
145,094,226
4,918,037
353,696,922
$80,057
TOTAL UNIQUE VISITORS
TOTAL POTENTIAL VIEWERSHIP
TOTAL NIELSEN AUDIENCE
TOTAL CALCULATED AD EQUIVALENCY
$240,174
TOTAL CALCULATED PUBLICITY VALUE
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2014 POST SHOW REPORT MEDIA OUTLETS IN 2014 ABC ABC 4 ABOUT.COM ACTIVEJUNKY.COM ADVENTURE CYCLIST ADVENTURE JOURNAL ADVENTURE MAGAZINE ADVENTURE SPORTS WEEKLY ADVENTURE WORLD MAGAZINE ADVENTUROUS HABITS ALASKA MAGAZINE ALL-ACTIONSPORTS.COM ALLTRAILS INC ALPINIST MAGAZINE ALWAYS FORWARD SPORTS AMERICAN PREPPERS NETWORK APA SHERPA FOUNDATION ARKADE MAGAZINE ASHIMA ASSOCIATED PRESS AT YOUR LEISURE RADIO AWAY.COM BACK TO AWAKE BACKCOUNTRY MAGAZINE BACKCOUNTRY SKIING CANADA BACKCOUNTRY TREKS BACKPACKER MAGAZINE BACKPACKGEARTEST.ORG BACKPACKING LIGHT MAGAZINE BAREFOOT JAKE BE PAL MAGAZINE BICYCLE RETAILER & INDUSTRY NEWS BIKE-JUNKIE.NET BITESIZE TV BLOOMBERG NEWS BOARDSPORT REPORT BOMB FLOW MAGAZINE CABLE BEACH PARTNERS CALIFORNIA CLIMBER CANOE & KAYAK MAGAZINE CARBON MEDIA CBS CHICAGO TRIBUNE CLIMBERISM MAGAZINE CLIMBING MAGAZINE CLIMBINGREPORT.COM COMPETITOR MAGAZINE CREATIVE OUTDOOR GEAR SPORT ME CYCLING UTAH DEAD POINT MEDIA DESERET NEWS DHARMA DESIGN DNF MEDIA, INC. DOGLOTION MEDIA INC EARN YOUR TURNS ELEVATION OUTDOORS EMBERPHOTO END OF FALL PRODUCTIONS ESP TRENDLAB
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ESPN.COM ESQUIRE MAGAZINE EXAMINER EXPEDITION NEWS EXPLORE MAGAZINE FABRICLINK NETWORK FAIRCHILD FASHION MEDIA FALCON GUIDES FASHION SNOOPS FATLACE.COM FEEDTHEHABIT.COM FIRST TRACKS ONLINE MEDIA FITNESS MAGAZINE FNA NEWS FOOTWEAR NEWS FOOTWEAR PLUS FORBES MEDIA FORMULA4 MEDIA FOX NEWS CHANNEL FREDERICK REIMERS FUTURE PUBLISHING GARAGE GROWN GEAR GASTRONOMIC SLC GEAR INSTITUTE GEAR PATROL GEAR.COM GEARGENIUS.COM GEARJUNKIE.COM GEARMARKET GEARREVIEW.COM GIZMAG GRIPPED PUBLISHING GUMPTION GEAR REVIEW HEALTH/HEALTH.COM, TIME INC HI ENDEAVORS HUNTER IMAGERY HUNTING ILLUSTRATED ILOOOVE.IT INDUSTRYOUTSIDER.COM INSIDE OUTDOOR IRUNFAR.COM JACKSON HOLE SNOWBOARDER MAGAZINE KID PROJECT KING ROCK MEDIA KOOTENAY MOUNTAIN CULTURE MAGAZINE KSL.COM KSTU-FOX 13 KTALK RADIO KTBX KTVX ABC 4 KUED KUER NEWS (NPR) KUTV LABEL NETWORKS LACQUER LUXE LIBERTY MOUNTAIN LYRA MAG MAKE AND TAKES
MARINE CORPS TIMES MAX LOWE MEDIA MEDIA ONE MEN’S FITNESS MAGAZINE MIDWEST EVENTS MAGAZINE MIKE’S ROAD TRIP MILITARY TIMES GEARSCOUT MOM IT FORWARD MOUNTAIN MEDIA MOUNTAIN NEWS CORPORATION MOUNTAIN WEEKLY NEWS MOUNTAINHOP.COM MTN ADVISOR MUD & OBSTACLE MULE DEER FOUNDATION MAGAZINE NATIONAL GEOGRAPHIC NATURE FOR KIDS NO BOUNDARIES MEDIA NPR OFF-PISTE MAGAZINE OGDEN STANDARD-EXAMINER ON THE STRIP RADIO NETWORK OPEN AIR LIFE ORIGIN MAGAZINE OUTDOOR ADVENTURE MEDIA OUTDOOR GEAR TV OUTDOOR SPORTS GUIDE OUTDOOR UTAH MAGAZINE OUTDOOR WOMENS ALLIANCE OUTDOORREVIEW.COM/MTBR.COM OUTDOORS NW MAGAZINE OUTLAW PARTNERS OUTSIDE MAG OUTSIDE MAGAZINE OUTSIDE MEDIA GROUP OUTSIDE ONLINE OUTSIDE TELEVISION OUTWARD BOUND INTERNATIONAL OVERLAND JOURNAL OVRHD PARK CITY TELEVISION PARK WORLD MAGAZINE/TLC INC. PARKVISITOR.COM PEAKS MAGAZINE PERPETUAL WEEKEND PHOTOGRAPHYREVIEW COM POWDER MAGAZINE PRESTIGE PRETIGE MEDIA PUBLICATIOS LLC RANGE RAPID MEDIA RED BULL MEDIA HOUSE RED VAULT PRODUCTIONS REEL OUTDOORS RG MAGAZINE ROCK AND ICE MAGAZINE ROCKY MOUNTAIN BUSHCRAFT RUNNER’S WORLD RUNNING NETWORK LLC/RUNBLOGRUN
RUNNING SHOES GURU RUNNING TIMES RUTGERS SAFARIOUS SALT LAKE ARKARD SALT LAKE CITY WEEKLY SALT LAKE MAGAZINE SALT LAKE TRIBUNE SAMOA NEWS SCRIPPS NETWORKS INTERACTIVE SEAN COPE PICTURES SEATTLE BACKPACKERS MAGAZINE SECTIONHIKER.COM SELF MAGAZINE SEMI-RAD.COM SENKEN-SHIMBUN SF CHRONICLE SGI WEEKLY INTELLIGENCE SHAPE MAGAZINE SHEJUMPS SHOAKUKAN INC. BE-PAL SHOES OF THE DAY.COM SIERRA MAGAZINE/SIERRA CLUB SINGLETRACKS.COM SKI RACING MAGAZINE SKI SKIING SKI THE BEEHIVE SLC LUNCHES EXAMINER SNEWS SNOCOUNTRY.COM SNOWBOARDER MAGAZINE SOLDIERSYSTEMS SPIRIT OUTDOOR SPLITTERCHOSS.COM SPORT PRESS SPORTING GOODS BUSINESS SPORTING GOODS INTELLIGENCE SPORTSMANS NEWS MAGAZINE SPORTSONESOURCE SPREAD STOKE ST. GEORGE NEWS STEELE MEDIA STORM MOUNTAIN PUBLISHING STRAIGHTCHUTER.COM STYLE SIGHT SUNSET SUPER NEWS SWEARCHER T SQUARED ACTION SPORTS TETON GRAVITY RESEARCH TETONSANDWASATCH.COM TEXTILE TECHNOLOGIES & TREND REPORTS THE ACTIVE EXPLORER THE ADVENTURE POST THE ADVENTURUS THE ALPINE START THE CLIMBING ZINE THE CLUBHOUSESALT LAKE STUDIOS
THE CLYMB THE DAILY UTAH CHRONICLE THE DIRTBAG DIARIES THE EVEREST ENDEAVOR THE FLYFISH JOURNAL THE GEAR INSTITUTE THE GEARCASTER THE INTERMOUNTAIN COMMERCIAL RECORD THE JOY TRIP PROJECT THE OUTDOOR ADVENTURE THE SKI CHANNEL THE STUDIO GROUP/OUTDOOR ADVENTURE TV THE TEXTILE JOURNAL THEPADDLEJUNKIE.COM TOPOGRAPH MEDIA TRAIL AND ULTRA RUNNING TRAIL RUNNER MAGAZINE TRAILSPACE.COM TRIATHLETES EDGE TRIEDGE TURN THE PAYGE ULTRARUNNING MEDIA GROUP, LLC UPADOWNA USHPA UTAH ADVENTURE JOURNAL UTAH BUSINESS MAGAZINE UTAH OUTDOORS UTAH OUTSIDE UTAHOUTSIDE.COM VÉLO QUÉBEC ÉDITIONS VITAL NEWS WALKING THE WORLD WASATCH 360 WASATCH MAGAZINE WATER DANCER DESIGNS WEARABLE TECH INSIDER WEIGH MY RACK WENATCHEE OUTDOORS WERNER PUBLISHING WESTERN HUNTER WESTERN LIFE RADIO WILD WOMAN OUTDOORS WILDSNOW.COM WILLISTON REVIEW WIRED WIZZARD OF WASATCH WMO WOMEN’S RUNNING MAGAZINE WOMEN’S ADVENTURE MAGAZINE WOMENSMOVEMENT.COM WORTH GLOBAL STYLE NETWORK (WGSN) WSA AND WORLD FOOTWEAR MAGS WWW.ACTIVEJUNKY.COM WWW.ADVENTUREMOM.TV WWW.WATCHMETRI.COM YELLOW LINE MEDIA YOBEAT.COM
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2014 POST SHOW REPORT OUTDOOR RETAILER SUPPORT Outdoor Retailer gives nearly 20% of its topline revenues to organizations/associations that support the outdoor recreation industry.
OUTDOOR RETAILER SUPPORTS ADVOCACY GROUPS WITH IN-KIND DONATIONS AND PROMOTIONAL SUPPORT. Access Fund
Grassroots Outdoor Alliance
Sierra Club
Alaska Wilderness League
National Industries for the Blind
Society for Wilderness Stewardship
American Alpine Club
National Nordic Foundation
SOS Outreach
American Hiking Society
National Park Foundation
SPLORE
Association of Outdoor Recreation & Education
National Parks Conservation Association
The Highpointers Foundation
NOLS
The Jeff Lowe Mountain Foundation
Outdoor Industry Association
The Vital Ground Foundation
Outdoor Outreach
Winter Wildlands Alliance
Pacific Crest Trail Association
World Trade Center Utah
Big City Mountaineers Boy Scouts of America Choose Outdoors Friends of Alta Protect the Flows/Save the Colorado Grand Junction Economic Partnership/ GJEP
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2014 POST SHOW REPORT SHOW IMPRESSIONS The buzz on the show floor was positive from both exhibitors and buyers alike. Here’s what they were saying:
“The show was great! Traffic was steady and qualified buyers were probably better than they’ve been even on the last day when it can be a bit of a hodgepodge. I know show management is trying to bring in qualified buyers, which we really appreciate.”
– TOM WILLIAMSON, VP OF SALES AND MARKETING, AVENTURA CLOTHING
“OR is a great show because
“It’s been an amazing show. It’s
it’s an opportunity to meet our
our 40th anniversary. Lots of
current dealers and develop
friends old and new have come
relationships with new dealers.”
by the booth to help celebrate.”
– JEREMY HOWLETT, ALTRA
– CURLY CERVONE, MARMOT
“We came to the show looking for new products and we have found a lot of great items. We have developed relationships with a couple of new vendors so we would consider this year’s OR a great success.”
– JERRY TATTON, GDI
“I’ve been coming to OR for four years; I love walking the floor to find cool new things — every time I come here I find niche items that I would never have found otherwise that end up doing really well in my stores. It is also a great time to meet with the brands I am already doing business with to write orders for the upcoming seasons.”
– ALAN PERRYMAN, OWNER, ALPINEEXTREME.CO
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2014 POST SHOW REPORT –––––––––
See YOU AT –––––––––
SUMMER MARKET TRADE SHOW | AUGUST 6-9, 2014 | salt lake city, ut
OPEN AIR demo | AUGUST 5, 2014 | *Jordanelle State Park or Pineview Resevoir, ut *location will be determined based on water levels
CONTACT US for Booth Inquiries, Sponsorship Opportunities, Marketing & Media: MARISA NICHOLSON
KRISTA DILL
NATIONAL SALES DIRECTOR
SALES MANAGER
Tel: 949.226.5760
Tel: 949.226.5728
Fax: 949.226.5660
Fax: 949.226.5692
marisa.nicholson@emeraldexpo.com
krista.dill@emeraldexpo.com
DAVE NIELSON
PAUL DILLMAN
ACCOUNT EXECUTIVE
SENIOR ACCOUNT EXECUTIVE
Tel: 949.226.5755
Tel: 949.226.5751
Fax: 949.606.8901
Fax: 949.226.5659
david.nielson@emeraldexpo.com
paul.dillman@emeraldexpo.com
ROBERT O’QUINN
RYAN JOHNSON
ACCOUNT EXECUTIVE
SENIOR ACCOUNT EXECUTIVE
Tel: 949.226.5721
Tel: 949.226.5788
Fax: 949.606.9401
Fax: 949.226.0480
robert.oquinn@emeraldexpo.com
ryan.johnson@emeraldexpo.com
LIZ CRAWFORD
MARGIE LELVIS
SENIOR MARKETING DIRECTOR
MARKETING DIRECTOR
Tel: 949.226.5746
Tel: 949.226.5791
Fax: 949.315.3205
Fax: 949.226.5672
liz.crawford@emeraldexpo.com
margie.lelvis@emeraldexpo.com
KATE LOWERY
JENNIFER HOLCOMB
DIRECTOR OF PR & COMMUNICATION
MARKETING MANAGER
Tel: 949.226.5779
Tel: 949.226.5763
kate.lowery@emeraldexpo.com
Fax: 949.276.3014 jennifer.holcomb@emeraldexpo.com
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