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Tiffany Montgomery
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BRA and MAGIC presidents on new alliance

By Tiffany Montgomery
July 13, 2011 7:00 AM

MAGIC and the Board Retailers Association (BRA) announced today they have formed a strategic alliance.


BRA will have a resource center on the show floor, an opening day education seminar moderated by Duke Edukas of Surfside Sports, and BRA and Magic will cohost an invitation-only dinner for board sports retailers.


BRA will also feature videos on its website from some well-known board retailers talking about their experiences at the MAGIC show in February and how the show helps their stores.


I followed up with BRA President Mike Duncan and Chris DeMoulin, MAGIC International President and Executive Vice President of Advanstar’s Fashion Group, to find out more about what this means.


Mike Duncan, BRA 

Why make this alliance with MAGIC? 

Our endorsement partnership with ASR was robust and symbiotic, but it prevented us from publically endorsing other shows that our members attended. MAGIC has always been a show we saw partner potential with because of its sheer range of product offerings, its timeliness and popularity with our West Coast retailers and its “one-stop-shop” nature.


Now with its growing emphasis on surf, skate and street with S.L.A.T.E. and RIDE Unltd. it makes more sense than ever.


Why does the show make sense for boardsport retailers? 

MAGIC has always made sense for boardsports retailers-- some of whom have attended for decades, as a trend-spotting event with limitless network potential.


With this partnership, MAGIC is offering industry-specific education and networking events aimed at yielding an effective and efficient shopping experience. Show events like these greatly enhance the potential for our industry members in attendance-- not only our retailers, but for manufacturers who exhibit at MAGIC.


Does the agreement include a financial benefit to BRA?

Partnerships don’t only enhance the trade show experience for the retailers and brands that value them, they help keep our association alive and thriving.


Surf Expo has been a core pillar of support for BRA since our inception. By forging a similar relationship with MAGIC and other trade shows in the future we are building a stronger industry as a whole.


Our agreement helps our membership drives, educational events, and research-- inevitably supporting the industry. MAGIC’s attention to our retailers at their show is a true highlight, but for BRA the benefits of the partnership extend beyond September and February.


The trade show landscape is ever changing. Is there a consensus among your membership about how they would like the trade shows to work? 

With the evolution of the industry, retailers are unsure how to get business done in the future. The best way to deal with it is to be prepared, and that’s what we’ve tasked ourselves with: to make sure our members have the information and access to programs to keep them relevant and successful.


While the trade show discussion includes many different opinions, one thing is for certain: whether the industry is in your backyard or across the country from your storefront, it's important to have a gathering place.


See Page 2 for Chris DeMoulin's Q & A, including if Magic wants to replace ASR



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