Bonnier Acquires Sand Sports Super Show
August 18, 2016
Bonnier Corporation, which publishes dozens of magazines including “Field and Stream”, “Outdoor Life” and “Motorcyclist”, to name a few, has acquired the Sand Sports Super Show, a sand sports trade show and consumer expo.
The acquisition solidifies Bonnier’s leadership in the off-road, sand sports and motorsports segments, complementing the company’s repertoire of r publications and events geared toward enthusiast audiences.
The Sand Sports Super Show is an annual trade show and consumer expo where thousands of sand sports fans gather in Costa Mesa, Calif., to experience the latest products and industry innovations.
Within its community, the event is fundamental in uniting and mobilizing enthusiasts, cultivating growth, and fostering safety awareness.
“Bonnier Corp. specializes in connecting high-value, passionate enthusiast audiences with our partners,” said Matt Hickman, vice president of brand strategies for Bonnier.
He added, “The addition of the Sand Sports Super Show furthers our market-segment leadership and unlocks unlimited potential for our customer groups: spectators, participants, sponsors and exhibitors.”
This acquisition is a further expansion of the Bonnier portfolio. The company acquired Family Events, a leading producer of motorsports-enthusiast events, in October 2014. Management of the Sand Sports Super Show will be folded into the Family Events division.
“When Family Events was acquired by Bonnier Corp., one of our key strategies was to seek out great events to add to our roster of shows,” said Mike Moore, president of Bonnier Corp.’s Family Events division.
He added, “The Sand Sports Super Show perfectly aligns with our strategic plan — it’s a great show with terrific partners and sponsors, and we plan to build on its success in the years to come.”
“The Sand Sports Super Show will be in good hands with a knowledgeable steward to nurture continued growth and excitement for the industry,” said Donald Murphy, founder, president and owner of the Sand Sports Super Show. “Family Events has produced exceptional motorsports entertainment for more than 30 years and continues to thrive within Bonnier Corp., so I’m confident that this new venture will propel the show into a future of further success.”
The 18th annual Sand Sports Super Show will be held at the OC Fair and Event Center in Costa Mesa Sept. 16-18. Sponsors, exhibitors, participants and key stakeholders will remain, and Murphy will work with Family Events on the expo.
The ownership transition of the Sand Sports Super Show is effective immediately. Terms of the deal were not disclosed.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
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The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
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OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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