Agenda parent company Reed Exhibitions (RX) will postpone its Agenda Winter Long Beach trade event scheduled for January 3-4, 2019, at the Long Beach Convention Center, according to a statement just released by the company.
The Southern California edition of Agenda, which has held a 15-year tenure in the trade show landscape, will evolve its platform to have a greater focus on the B2C festival in June 2019, merging streetwear, action sports, lifestyle and fashion alongside music, art, food, education and more.
In 2019, the Agenda Festival will happen once in June, but the team will “absolutely build on the momentum of this event and consider expanding when the time is right,” ReedPop VP of Marketing Rob Weinstein tells TransWorld Business. There is no word on whether the Agenda Show B2B model will be revived in the future.
"The business of fashion for our customers has changed dramatically over the past five years," said Ron Walden, RX Group Vice President of Fashion and Festivals. "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."
This decision was not arrived at lightly, but was made after careful consideration and feedback from the show's exhibiting brands, retailers and media, says Reed. During the July Agenda Long Beach show, Event Director Neil Wright expressed that the show staff, alongside key brands and retailers, was re-evaluating the show format and would have more concrete answers by January 2019.
For the past two years, the summer edition of Agenda Long Beach has included a consumer festival day, attracting more than 10,000 attendees. Reed also produces ComplexCon, a consumer-facing festival bringing together pop culture, music and style, at the Long Beach Convention Center – the most recent event earlier this month drawing its largest audience yet with 60,000 attendees.
The natural evolution from a B2B to a B2C event reflects the industry’s rapidly changing landscape, however Reed acknowledges there is still a place for a trade show model. Agenda Vegas will continue its B2B format, with the next show happening February 5-7 at Pavillions at World Market Center Las Vegas, a new downtown location.
Agenda has received support on their decision from bellwether brand exhibitors, according to Reed.
Bobby Hundreds, co-founder of The Hundreds, says Agenda’s festival makes sense for their customer base, who are seeking a more “personal experience with our brand.”
"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," Hundreds said.
With the transition underway, Agenda will continue to embrace the retail community in southern California and throughout the country.
"We'll continue to work with retailers across the board," said Agenda Event Director Neil Wright. "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."
Director of Special Projects for Active Ride Shop Nick Jacobs added, "Agenda Festival provides an excellent opportunity for us to connect with our consumer in a neutral arena, allowing for interactions that are hard to come by in our stores or online. It's a great reminder not to take ourselves too seriously and that this is supposed to be fun."
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