Surf Expo builds momentum with September 2021 show

New products, strong ordering and more activities put show on positive trajectory for January 2022.

Surf Expo was successfully able to host its first in-person September show in Orlando, Sept. 8-11, after a hurricane and the COVID-19 pandemic prevented in-person versions the two previous years. The industry welcomed the return to an in-person format as buyers are eager to build their inventories during what has been an exceptionally busy year coupled with shipping delays.

“There’s still difficulty in finding product in the marketplace, whether it is at-once or pre-season orders or dealing with future supply chains, but it’s been a great year to be in the beach business,” said Roy Turner, Surf Expo show director. “The beach and resort business are having their second banner year in a row as we try to come out of this COVID situation.”

Surf Expo hosted a show in January 2021 prior to vaccinations being distributed. “We had no outbreaks connected to the January show so we felt that with our protocols we could host a safe show. We understand concerns but we really felt like there’s a need to meet face to face again.”

The show still was approximately 30% smaller than it would have been pre-pandemic, according to Turner.

“We are still feeling the remnants of COVID, especially in Florida. Even though Florida’s numbers have dropped almost 50% in the last seven to 14 days, there is still a lingering concern and safety is always front of mind for us,” Turner said during the show.

The pandemic was also evident in the arrangement of the show floor. The layout included four 40-foot aisles called boardwalks as well as two 20-foot cross aisles to help ensure traffic was less dense.

“Everything’s been expanded,” said Turner.

One trend that emerged was the tremendous amount of new products available.

“So many buyers over the last two days have said, ‘I’m seeing so much new product, I am so excited to freshen up my shelves,’” said Kathy Wilkie, senior buyer relations manager for Surf Expo’s coastal life segment. “They are so excited about all the new brands they are seeing on the show floor.”

Wilkie adds that finding new products and ways to differentiate their offerings are a main reason buyers attend trade shows and that at the September show, they are seeing “the most ‘new’ they’ve seen in a long time and they are really excited.”

Buyers are also buying more than usual in anticipation of needing product. One buyer out of Aruba told Wilkie, “I’m buying heavy. I don’t know how long it is going to take to get there.’” That buyer is expecting a banner travel year and just wants to be ready, she said.

September is traditionally a show that attracts Caribbean buyers and this year’s edition is no exception. Stores and resorts from Aruba, Turks and Caicos, St. Maarten, St. Lucia and Antigua were in attendance. The Grand Cayman Islands weren’t as well represented as, according to Wilkie, there are still some challenges there and reopening has been slow. In other instances, Caribbean retailers are sending their Florida-based buyers to the show while they stay home.

“They’re getting it done and they’re making it work within the current limitations,” said Wilkie. “A couple buyers have said that they are waiting until January, but the majority of them are here and more. I’ve also seen some buyers here that I haven’t seen before.”

Many of the orders took place directly on the show floor. One company Seaside Retailer spoke with even ran out of order forms and had to order more during the show.

The September 2021 show also marked the return of some activities beyond buying that were cancelled at the January 2021 show. Skate ramps were brought back for the September show and fashion shows again took The Stage. 4Ocean also hosted after parties with beer and live music.

“Each show grows. January was very cautious, and we are still being cautious, but brands and buyers are increasing. I see that continuing,” said Wilkie. “The energy level is definitely there. It is exciting to see how happy the buyers and the brands are to be here.”

Turner expects that momentum to continue into the January 2022 show, being held January 5-7, 2022.

“We are all trying to get back to normalcy with an added bit of protection,” he said. “Hopefully by Q1 of next year we’ll all be back on a more normal track as more people get vaccinated and as COVID starts to run through its cycle. I expect Q1 to be really strong for all shows.”