Scene & Heard

IR Show to Debut in San Diego

GARY HAUSS, DIRECTOR of the new IR (Innovative Retail) show in San Diego (Feb. 1-3), comes to the table with 50-plus years in the retail shoe business and has attended his fair number of trade events. The former owner of the J. Stephens comfort chain knows his way around a show floor, and he also believes he knows what’s been missing of late when it comes to trade shows.

“We need a solid West Coast show, but my goal is to become what the WSA show was in its heyday—a true national show,” Hauss says. “We’re hoping to have the return of top executives attending a show, as many of the heads of states have stopped going to shoe shows. And I’m happy to report that we already have many registered for this first IR show.”

Over the past 30 years, Hauss has been a key contributor to the USRA’s annual May Event. He is using that event and the former WSA show as his working model because he views a shoe show as much more than line presentations and writing paper. “I want IR show to become the show you attend like a family reunion, where it’s more than just reps and retailers in attendance,” he says. “As a retailer for over 50 years, being able to build relationships that turn into friendships that then turn into close friends was one of my most important reasons for attending shows. And meeting with the heads of state is how I built those relationships.”

Hence, IR’s format that encourages plenty of networking opportunities. It kicks off the day before the show officially starts with a 4 p.m. retailer panel about how to navigate one’s business in the pandemic and advice on how to move forward. The panel will be held in a meeting room in the San Diego Convention Center. “Retailers generally come in the day before and once vendors are done setting up their booths and or finished with sales meeting, they can swing by, have a beer and listen to our panel,” Hauss says. “It’ll only be about an hour, so everyone will still have time to go to dinner.”

Next up is the opening night “Conversations Over Cocktails” event at the convention center (5-6:30 p.m.), where Hauss will interview David Kahan, CEO of Birkenstock Americas. “It’ll be a candid conversation so people get to know David for more than just a CEO,” Hauss says. “We’ll have some real fun…while having some drinks.” Also planned

is a casual cocktail party on-site at the end of the second day. Anyone who wants to attend these events can sign up after they register for the show at: TheIRshow.com. Speaking of attendance, Hauss reports a strong response so far. As of press time, more than 140 brands have registered to exhibit, with many more expected to sign up in the coming weeks. As for buyer attendance, Hauss reports retailers coming from 17 states so far that span specialty independents as well as Zappos, Orva’s and Tradehome Shoes, among other larger chains. Hauss credits San Diego for being a great draw. It starts with the city recognized as having the country’s best year-round weather. Then there’s the ease of getting there. San Diego can be reached from most any part of the country by non-stop flights. Lastly, is the state-of-the-art convention center, which Hauss points out is only a 10-minute drive from the airport. “There are 11,000 hotel rooms nearby, and the Gaslamp Quarter, with its many bars and restaurants, is directly across from the convention center.” Other show highlights include subsidized lunches for all attendees and complimentary coffee and Sunny San Diego serves as an alluring draw for the first-ever IR show. doughnuts the first morning. Adding to the fun will be surprise free goodies announced during the show, like beer, warm cookies and popcorn. “There will be stations around the show floor and we’ll announce when it’s available,” Hauss says. “We also plan to do an activity benefitting the Two Ten Foundation. It will help our industry’s charity organization as well as make it fun for attendees—a win-win for everyone.” As for the pandemic, Hauss assures all state and local safety protocols will be followed. “Obviously, safety is our top priority, and we do have plans in place and we’ll reevaluate as we get closer,” he says. Hauss is well-aware that launching a new show is not easy. Trying to do so amid a pandemic—at a time the industry in great upheaval—only makes it more challenging. But he’s undeterred, believing firmly in the show’s overriding mission to bring the entire industry together again. IR’s early strong response is reaffirming that belief. “I’m excited, because we already have hundreds of wholesalers and buyers registered,” Hauss says, noting that the word of mouth on the show has been amazing. “Of course, I want more, but several key heads of state have said that this amount for a first show, in a new destination, is already a big win.”

OR Snow Show Heats Up The Atlanta Shoe Market Goes Big

OUTDOOR RETAILER RETURNED to an in-person format last summer, proving, for starters, that the industry could do so safely. Marisa Nicholson, show director, says it also reaffirmed the overwhelming preference to meet in person. “Nothing replaces the value of in-person meetings, and that was evident,” she says. “You could feel the energy.”

On the heels of that success is OR’s Snow Show (Jan. 26-28) in Denver, CO. Exhibitor attendance is up over the previous show, as is the expected buyer attendance. Of course, pandemic and supply chain issues remain a factor. “Businesses are faced with making tough decisions that are impacting their ability to attend,” Nicholson says. “For those able to be together in Denver, the show will offer a valuable opportunity to reconnect, to learn, to discover what’s new and to build relationships.”

To that end, Snow Show will feature all outdoor, footwear, winter sports and sourcing brands together on the Upper Level of the Colorado Convention Center. “That includes a really strong lineup of footwear exhibitors, including Merrell, Bass Outdoor, Baffin, Danner, Dansko, Born, Kamik, Minnetonka and more,” Nicholson says.

Show highlights include Venture Out, a dedicated area for modern outdoor, which will house over 30 exhibitors. In addition, the Fresh zone of first-time exhibitors will make its debut. Also new is the Resource Center, a hub offering free trend information, market research and consumer data. “Experts will be available to answer questions and offer advice, giving attendees simultaneous insight to support business decisions,” Nicholson says, noting representatives from Fashion Snoops, NPD Group, Outside Looks and WGSN are scheduled to be available. Match, a program piloted last summer with select customers, will also be in place to help attendees make connections. “Attendees can make connections in advance of arriving and facilitate meetings on-site,” she says.

Snow Show will open with the Industry Breakfast, featuring a keynote on “The Art of Impossible” from bestselling author and peak performance expert Steven Kotler. Seminars on a variety of topics, including design trends, sustainability, climate action, colorways, gear innovations, advocacy efforts and retail operations are also in the offering. Winners of the fourth annual OR Innovation Awards will also be announced. “We had more than 150 submissions to this year’s awards across all categories, and we’re excited to see who wins,” Nicholson says, adding that OR’s mission as a place to discover all that’s new in outdoor, as well as a place for the industry to come together continues. “OR is an opportunity to support your business, to celebrate each other and to help make the industry stronger.” WITH TWO SHOWS under its pandemic belt, Laura O’Brien, director of The Atlanta Shoe Market (TASM), believes she’s got the new normal safety protocols and show format down pat, as well as the trust of attendees. What’s more, the long-time show director (42 years and counting!) believes TASM’s big head start on a return to in-person shows has helped make Atlanta the industry’s must-attend destination. And with 800 brands already signed up and a floor plan 92 percent sold out months in advance of the (Feb. 19-21) edition at Cobb Galleria Centre, the numbers strongly back that up.

“Our fashion collection area is sold out and now has a huge waiting list,” O’Brien reports, noting that the upcoming event is using the larger pre-Covid floor plan. “We’ve picked up a lot of FFANY exhibitors who might have only shown there in the past, as well as a lot more international exhibitors (from Turkey, Mexico, Italy, Spain and Canada, among others) and more retailers are coming from across the country. I’m very proud that TASM is on the map as the national show.”

Consistency, reliability and affordability serve as TASM’s long-running formula for success. “It’s what I’ve always said: We’re a trade show association, so our ability to keep prices down for vendors has been a huge part of our success,” O’Brien says. Another factor contributing to TASM’s strong return is the fact that other cities, notably New York and Las Vegas, are still struggling to get back to normal. “Where else are they going to go?” O’Brien asks. “They’re coming to Atlanta, and once they do, they always come back.”

That’s where the consistency of TASM comes into play. O’Brien says attendees always know what to expect. That starts with the largest number of footwear exhibitors (by a lot) under one roof. In addition, TASM offers subsidized lunches for buyers, the NSRA educational seminar (this time entitled, “Are you Getting Left Behind in the Digital World”) and the return of the Casino Night cocktail party (held at the adjacent Cobb Energy Performing Arts Centre the first

TASM boasts 800-plus brands. night)—pandemic permitting. Along those lines, O’Brien plans to once again administer temperature checks and wrist bands before entering, while a mask mandate would be determined by government officials. “I was hoping we could get back to completely normal, but now with the Omicron variant it’s wait-and-see,” she says. “But it’s not an issue for us to enact any safety protocols. I also think that people who’ve attended our past two shows saw that we did our best to keep them safe and they now have that comfort factor.”

Getting back to normal is O’Brien’s mantra. Using the pre-pandemic floor map is a big step. Having 800-plus exhibitors registered is a huge step. NSRA requesting a larger ballroom for their seminar is another. “They’re expecting more than 100 people,” O’Brien says, noting she’s confidant the show will be sold out. “It’s more than business as usual for TASM; it’s off the charts, actually,” she says. “Nobody would believe how ready we are several months before this show. I’m just thrilled.”