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News Archive for Greater Miami Beach Convention And Visitors' Bureau

Q & A 06.18.09 4:00 PM

SwimShow Director Brings on New PR Firm, Trims Show Length to Cut Costs

SwimShow executive director Judy Stein
Photo: Courtesy of Swimwear Association of Florida

FROM MIAMI/SOUTH FLORIDA The Swimwear Association of Florida’s annual SwimShow is the largest swimwear trade show in the country, with more than 2,500 lines represented. Originally encompassing 100,000 square feet of exhibit space at the Miami International Merchandise Mart when it was founded, the show moved to the Miami Beach Convention Center in 2004 and now has more than 250,000 square feet of exhibit space for its 27th annual show, which is scheduled to take place July 18 through July 21. Along with returning labels such as Max Mara, Diana von Furstenberg, and Billabong, multiple new European labels will use the show to launch in the United States. SwimShow executive director Judy Stein spoke with us about the grassroots marketing efforts that have helped her continue to grow the trade show, despite economic setbacks.

How do you promote the show to potential exhibitors and attendees?
Our direct mail, advertising, and marketing campaigns assure them that this is one-stop shopping. There’s no way at a regional market that they’ll be able to see the caliber and variety of lines that are at the show, so if they’re in the swimwear industry, this is the trade show they need to come to. We’re constantly pounding the pavement to make sure we bring in the resources that we feel our retailers want, which is based on word of mouth and what we read about in publications. Having a new [exhibitor] come on board is something that’s exciting to us—we know the retailer will be excited as well. MORE >>

Swimwear Association of Florida, Max Mara, Diana Von Furstenburg, Billabong, City of Miami Beach, Greater Miami Beach Convention and Visitors' Bureau