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DealerCamp Much Bigger in Second Year

Published July 27, 2011

PARK CITY, UTAH (BRAIN)—If one thing was clear after the first day of DealerCamp: it’s gained ground with vendors. About 130 companies representing 200 brands set up tents in the parking lot of the Deer Valley Resort Monday night. That’s up from 27 companies and 51 brands last year.

And many vendors say they hope it will succeed. They like the venue; they like the riding terrain. They like the vibe. And most say the cost is reasonable and the one-on-one contact with dealers effective.

Matt Hill, who manned the LeMond Fitness booth, said the first five dealers who stopped in placed orders.

Still, many others noted that retail attendance felt light and booth traffic was sporadic throughout the first day. In the afternoon, dealers huddled under tents for cover as winds ushered in clouds and rain.

“Jury’s out until tomorrow,” said Bernie Doering, senior vice president of global sales for Easton-Bell Sports, adding that so far the bulk of retailers he’s seen are from Colorado and Utah. Doering said the timing couldn’t be better as Easton-Bell’s 2012 product line is ready in early June. But he hopes traffic picks up today and tomorrow.

Crank Brothers’ Andrew Herrick said he was pleased with the first day’s attendance noting that it was the quality of dealers he and his staff were seeing that was important.

As for retail attendance, Lance Camisasca said it was too early to say how it would play out. But, if pre-registrations are any indication, vendors should walk away pleased. He said 1,010 retailers from 410 shops signed up to come. Camisasca is president of Lifeboat Events, DealerCamp’s organizer. He will have a better sense of how many of the retailers who pre-registered show up in the next couple of days.

Helping boost attendance forecasts were Scott Sports and Cycling Sports Group who flew in several hundred dealers for their private product launches held concurrently. And dealers in town for Quality Bicycle Products’ two-day expo over the weekend also shuttled in from Ogden. But some Scott dealers, who arrived on Sunday, will start heading home today as will dealers who came in earlier for QBP’s event. That could mean lighter foot traffic.

Parts and accessories brands pointed out that it’s tough to get dealers at a demo to take time and discuss components when they can ride. For companies sending dealers out on bikes, it’s an easier call. But, their bike demo fleets are somewhat limited as some haven’t finalized their 2012 lineups.


Photo: Tracy Player, product manager for bicycles and bicycle frames for Cambria Outfitters in Cambria, California, ducked into the Crank Brothers/Fizik tent as a late afternoon thundershower temporarily interrupted DealerCamp. Suzette Ayotte, who handles PR for Fizik, doubled as bartender in the packed tent opening beer and mixing drinks for visitors.

Topics associated with this article: Tradeshows and conferences

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