For any new trade or consumer show, having media coverage of product launches, celebrity appearances, and other activities is crucial to a successful debut.
Five months before the new American International Motorcycle Expo, which wrapped up Sunday at the Orange County Convention Center, organizers created an advisory council of 12 print and electronic journalists to get their input on the design of the show’s media center.
“We did phone conference calls, we did email communication, and we had a group meeting with everyone together," says Mike Webster, president of the trade show division at Marketplace Events. "They all have a mutual desire to want an environment where they can report effectively, so they had no problem with sharing. It was just good quality information that we translated into what we have here."
The result was a 50- by 80-foot glass-enclosed “Media Hub” at the back of the trade show floor. In addition to work stations, free Wi-Fi, food, and video screens, the space included a stage where exhibitors gave brief presentations about new products from manufacturers such as Yamaha, Suzuki, and Gibbs Sports Amphibians. Based on the advisory council’s input, a turntable on the stage rotated at the right speed and was set with proper lighting to create opportunities for photos. The location of the media center was also a strategic decision. “Most shows have their media center off the show floor. Sometimes it’s in a different building, and it’s very inconvenient for the media,” Webster says. "We put it right on the show floor so everyone can get to it easily, everyone knows what’s going on, and it can be more effective."
Following the first two and half days open exclusively to buyers and media, the show closed for four hours and then reopened as a consumer event. As part of the transition, organizers removed the glass walls and work stations in the media center, added more chairs, and reused the space for presentations on motorcycle safety and appearances from celebrity guests such as Frank Fritz from the show American Pickers.
Organizers say the show included 400 exhibitors, as well as 6,000 dealers and media representatives.An estimated 30,000 consumers attended during the public portion. The expo plans to return to the Orange County Convention Center next October.
