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DealerCamp Adjusts Show Concept to Push Growth

Shows & Events

Following the successful inaugural DealerCamp last July, organizer Lifeboat Events has announced several changes in the show’s concept for the event in 2011. These changes include lower pricing for exhibitors, more

DealerCamp Adjusts Show Concept to Push Growth

LAGUNA NIGUEL, USA -Following the successful inaugural DealerCamp last July, organizer Lifeboat Events has announced several changes in the show’s concept for the event in 2011. These changes include lower pricing for exhibitors, more subsidized retailers, and the addition of a VIP consumer access program. The 2011 outdoor demo and expo event will take place from July 26-28 at Deer Valley Resort in Park City, Utah in the US.

To improve the value proposition for exhibitors, Lifeboat Events has simplified booth sizes into six options and lowered the pricing for key booth sizes. “For a first-time event, the Lifeboat Events team did great job this year,” said David Zimberoff, global marketing director for SRAM and a member of the DealerCamp advisory board. “Now they are taking the time to talk to exhibitors and find out how to create an even better event. The new pricing makes DealerCamp an outstanding value and frankly, we will be there next year.”

Another critical component to DealerCamp is attracting the right number and quality of retailers. In 2011, Lifeboat Events plans to subsidize 25 percent more retailers, a total of 125 retail businesses. In addition, Lifeboat Events is simplifying the subsidy program, offering increased subsidy amounts and allowing retailers to arrange their own lodging.

“I think that DealerCamp is a great idea. The subsidy is awesome. It really helped us make it a reality,” said Davis Carver, owner of Bath Cycle and Ski in Maine. “The feel of the venue was such that we could actually sit down and talk business.”

Lifeboat Events selects subsidized retailers from target lists that exhibitors provide. “The exhibitors tell us who they want to nominate”, explains Lance Camisasca, president of Lifeboat Events. “Then we merge the lists and invite retailers to receive a travel stipend of up to $800 per business. Retailers told us they are thrilled to go to a cycling playground and test hot new products from top suppliers. All other qualified retailers are welcome to attend at their own expense.”

Another way DealerCamp will stoke the engine of the bicycle industry in 2011 is with a consumer component. In this VIP program, each subsidized retailer can handpick a select few consumers to receive All Access Passes to DealerCamp. It is the first time in recent history that a major U.S. bicycle trade event will have a consumer component. Details of the program will be announced later this fall.

Lifeboat Events is led by industry veteran Lance Camisasca, with his partners, Chad Battistone, Avery Stonich and Christopher Zigmont.

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