The Surf Industry Manufacturers Association (SIMA) announced today that it has finalized a ten-year partnership agreement with VNU Expositions, owner and operator of the Action Sports Retailer Trade Expos (ASR). The long-term agreement, which was announced in principle last November, calls for increased cooperative efforts between the two organizations to support the surf industry and respond to the changing needs of surf companies.
Under the terms of the new expanded agreement, SIMA will exclusively endorse and support ASR shows in the Western United States, including the ASR January and September shows in San Diego, as well as the new ASR Fall Show in Huntington Beach, California.
SIMA will proactively market and promote the endorsed ASR shows to its members through various communication channels, including news releases, its bi-monthly newsletter and its official web site, www.sima.com. SIMA also will work more aggressively to encourage qualified buyers to attend these shows to ensure representation from top retail accounts.
“We are extremely pleased to have finalized this new agreement with ASR. The agreement builds on our 14-year relationship with ASR and brings a higher level of commitment to working together to achieve common good for the industry,” said Dick Baker, SIMA president and chief executive of Op. “SIMA evaluates trade shows to determine the value they provide to our members, and it is our strong belief that the ASR shows are the only shows on the West Coast for manufacturers to effectively communicate with a retail audience and bring new product to market.”
ASR will support SIMA and its efforts to grow the surf industry and support surf companies through increased funding, including a revenue-sharing plan based on trade show growth. In addition, ASR has committed to the top level of sponsorship for SIMA’s annual industry conference, Surf Summit, and SIMA’s annual environmental fundraiser, Waterman’s Weekend.
Thanks to the continued financial support of ASR, SIMA will have the resources to increase its relevancy to the industry by expanding its array of member benefits providers, initiating annual market research studies, and producing more educational programming. As part of its goal to facilitate more industry educational seminars, SIMA will now assist in the creation of educational seminars and conferences at all endorsed ASR shows and receive co-branding recognition for its efforts.
As a part of the agreement, paid members of SIMA will receive a number of benefits, including a separate SIMA registration line, a discount on the purchase of the ASR retail attendance disk for each show, and one free badge credential for SIMA board builders not exhibiting at the show. Plus, along with key factors such as tenure, product, category and exhibit size requirements, paid membership in SIMA will be factored into the final floor plan within the surf category for each member company. In addition, the partnership will give the SIMA membership more access to ASR and greater ability to offer feedback and suggestions about how the ASR trade shows can offer additional benefits to surf industry companies.
“This agreement truly gives the SIMA membership a voice in issues relating to the ASR trade shows and how they are conducted going forward. The SIMA Trade Show Committee is proud to represent the surf industry and act on behalf of its best interests,” said Joel Cooper, chairman of the SIMA Trade Show Committee and CEO of Lost International.