ADJUST THOSE CALENDARS (again): 2017 Winter OR will be pushed back a few days (so that it doesn't fall over a weekend) and shortened by one day. The All-Mountain demo will happen on January 9, 2017 and the 3-day show will follow from January 10-12.
The shift is Outdoor Retailer's response to feedback from specialty retailer attendees who would prefer a mid-week show rather than one that trickles over into the weekend.
The Outdoor Retailer team is sending out the below announcement today to all exhibitors and attendees:
"Outdoor Retailer is currently engaged in a research project that could result in a change in the timing of future Winter Market and Summer Market Expo dates. While that research is still under way, we are announcing an adjustment in the timing and duration of the upcoming 2017 Outdoor Retailer Winter Market show.
The new dates for the 2017 Outdoor Retailer Winter Market show will be January 10-12, 2017 and the popular All Mountain Demo is now scheduled for January 9, 2017.
A significant majority of specialty retailers indicated in the post-show surveys and conversations that a midweek date pattern, rather than a schedule that includes weekend show days, is preferred as it allows them to get back to their store, or with their families enjoying the outdoors. Additionally, a clear majority feel a three day expo would best serve their needs. We also heard that the timing of this past show fell too close to many of the major order deadlines. The new show dates will allow the All Mountain Demo to occur on a Monday and the Outdoor Retailer Winter Market Expo will span three days over a Tuesday, Wednesday and Thursday.
As the show organizer we feel it’s our responsibility to strengthen the event to ensure that we are meeting the needs of the industry. We do this by listening and gathering feedback on a regular basis to identify ways to be innovative and relevant, which makes Outdoor Retailer the must attend show for our community.
Even as we communicate with you today, we are engaged in a research project that includes interviews along with an online survey being executed by a third party research firm who will help us study the long term needs of the industry, identify opportunities for improvement and to understand the optimal timing for both the Summer and Winter events moving forward. Order deadlines and selling cycles are potentially different for many of our segments, but we look to best represent the needs of a majority of our audience and, as well, consider solutions around sales cycles that differ from the majority.
We realize that change, even for the better, can be daunting. Please know we are here to assist with any questions or concerns you might have, and provide whatever support you need to be successful. Your account executive is just a phone call or email away, or email firstname.lastname@example.org. And our new retail relations team is in place to be a resource for specialty retailers and reps who may have inquiries or need support, reach out to them at email@example.com.
It is a privilege to serve as stewards of the industry show. We know Outdoor Retailer, in addition to fulfilling the business imperatives, serves as a pilgrimage of sorts, a family reunion for many. We appreciate your support, and look forward to seeing you at this upcoming Summer Market. Those dates are August 3-6, 2016 with the Open Air Demo on August 2, 2016."