KNOWSHOW: Video recaps from the Vancouver trade show.
MOSS ADAMS CAPITAL: Geofrey Haydon on the deal that saw the owner of Royal Robbins invest in Evolv.
Details on Industry Insight.
Updated 12:10 p.m. with correct online stats for The Berrics. Previous stats I used from another publication, which I cited, were incorrect, according to The Berrics.
The skate industry and trade shows have had many difficulties the past few years as some skate companies say they feel marginalized in a large, multi-sport trade show environment. Then the tough economy exacerbated the issues.
Some companies have pulled out of ASR and Surf Expo all together. Skate specific regional shows like Black Box Distribution’s Crossroads show in San Diego and Skate Park of Tampa's Moat Show have popped up.
Some retailers have even started a petition to bring skate brands back to Surf Expo.
Agenda, which advanced to a new level last summer by turning from a feeder show of ASR to standing on its own at the Hyatt Regency in Huntington Beach, just announced a big move on the skate trade show front. The company is teaming up with The Berrics to present “The Berrics Agenda.”
The Berrics is a webite founded by professional skaters Steve Berra and Eric Koston two years ago. It has a phenomenal following - one million unique visitors per month and 30 million page views, according to Salman Agah, who handles business development for The Berrics.
“The Berrics Agenda” will be a skate-specific section at Agenda’s trade shows.
The Berrics is trying to cater to smaller skate shops on its site by offering them targeted regional advertising based on where online visitors are coming from.
"The Berrics Agenda" will pay for the travel accommodations for 61 of those retailers to come to the show, with a party at The Berrics skatepark during their stay.
Here is the full press release:
Agenda and The Berrics have joined forces, forging a revolutionary partnership. Presenting THE BERRICS AGENDA.
Having already built one of the strongest and most respected tradeshows in action sports, and street wear, The Agenda Tradeshow is further integrating the skateboard industry in a unique partnership with The Berrics.
Come January, The Agenda Tradeshow will feature a brand new section dedicated to skateboard brands, entitled THE BERRICS AGENDA. “We can’t imagine a better partner in this expansion. Our intention has always been to make the skateboard industry top priority at Agenda and this opportunity furthers that intention. The Berrics exemplify what we strive for.” said Agenda President Aaron Levant.
Steve Berra and Eric Koston’s legendary institution recently implemented an innovative advertising and branding program called the Berrics Unified (www.berricsunified.com), which caters specifically to regional independent and “mom and pop” core skate shops. By having a profile in The Berrics Unified and through geo-targeted banner advertising on their highly trafficked website (www.theberrics.com), independent skate shops can now advertise specifically to customers in their region. In an attempt to level the retail playing field, the Berrics Unified program provides the “little guy” a unique relationship with theberrics.com and it’s loyal web following.
In an extension of the program, THE BERRICS AGENDA will host representatives from 61 Berrics Unified retailers, providing travel and accommodations to The Agenda Tradeshow. This opportunity is especially valuable in this strained economy as smaller retailers may not be able to justify the expense of traveling to tradeshows. With the Agenda/Berrics partnership, the Unified retailers are now afforded the opportunity to focus their advertising on the most influential website in skateboarding and interact with their industry partners twice a year at the most exciting and progressive tradeshow in the United States.
"We’re extremely happy to provide The Berrics Unified Shops the opportunity to come out to The Berrics Agenda show and give many of them not only a break from the cold weather, but cap it off with a night of food, fun and skateboarding at the Berrics. We believe this further demonstrates both The Berrics and Agenda’s commitment to the success of skate shops all over the country.” says Berrics Co-Founder Steve Berra.
The Berrics Agenda will debut in Huntington Beach California January 8-9.
About the Agenda Tradeshow:
The Agenda Trade Show is a forum for the most inspired in the street wear and action sports industries to unite. Lines speak for themselves and buyers are not intimidated by the usual overwhelming tradeshow experience. From the garage-run lines on the verge of explosion, to the well-established elite, Agenda caters to the needs of buyers and brands that exist on a higher level of design and aesthetic. With a strong emphasis in style, art, music and culture, the Agenda experience is as much a lesson as it is a tool.
About The Berrics:
The Berrics is the brainchild of Steve Berra and close friend and fellow pro skater Eric Koston. Together, they created The Berrics, a private skatepark named after the duo (Berra + Eric = Berrics.) This "training facility," located in Los Angeles, gained notoriety as being the skateboarder's "Studio 54". The Berrics website documents the activities of both top professionals and amateurs who visit the facility, turning those visits into daily content and giving skateboarders worldwide a peek behind the curtain. The Berrics generates the highest traffic levels of any skateboarding related website in the world.
www.theberrics.com and www.berricsunified.com