Agenda Pivots from a B2B to B2C Event in Southern California
November 29, 2018
Reed Exhibitions (RX) has postponed its Agenda Winter Long Beach trade show and will transform the event into a consumer experience.
Originally scheduled for Jan. 3-4 at the Long Beach Convention Center in Long Beach, Ca., Agenda Long Beach has been considered one of the preeminent B2B events in the action sports and streetwear industries for more than 15 years, according to RX officials.
Announced last month, the decision to postpone and reimagine the show was made after careful consideration and feedback from the show’s exhibiting brands, retailers and media, according to Ron Walden, RX Group vice president of Fashion and Lifestyle Events.
“The business of fashion for our customers has changed dramatically over the past five years” Walden explained. “While large brands are focused on fewer, more meaningful retail relationships, smaller start up brands are utilizing technology and digital platforms to market and sell directly to the consumer.”
He added, “This makes meaningful experiences with consumers more important than ever for our customer brands, both large and small.”
Rescheduled for June, the Southern California edition of Agenda will evolve into a B2C festival that will merge streetwear, action sports, lifestyle and fashion with music, art, food and education.
For the past two years, the summer edition of Agenda Long Beach has included a consumer festival day that attracted more than 10,000 attendees each year.
So far, the plan to move and evolve Agenda from a B2B to a B2C event has garnered a strong showing of support from many of its bellwether brand exhibitors, according to RX officials.
“Our customers seek a personal experience with our brand and that’s why Agenda Festival makes sense,” said Bobby Hundreds, co-founder of The Hundreds. “This move is what we need from Agenda: a relevant and authentic fan expo that integrates customer interaction and speaks directly to the youth/fashion lifestyle market.”
With the transition underway, Agenda will continue to embrace the retail community in Southern California and throughout the country, said Neil Wright, event director of Agenda.
“We’ll continue to work with retailers across the board” Wright said. “From curating partnerships between retailers and brands for activations, to promoting events through their doors and digital networks, retailers will play a significant part in the success of the Agenda Festival.”
Meanwhile, Agenda will retain its B2B event presence in Las Vegas during Las Vegas Fashion Week. After recently announcing its move to The Pavilions at World Market Center Las Vegas, Agenda Las Vegas is set to take place Feb. 5-7.
Don’t miss any event news! Sign up for any (or all) of our e-newsletters HERE & engage with us on Twitter, Facebook, LinkedIn & Instagram!
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:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
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
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
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
Add new comment