Surf Expo Announces Back-to-School Show Retail Advisory Panel

Atlanta, Ga.-based Surf Expo todayannounced formation of a key Retail Advisory Panel for its West Coastback-to-school (BTS) trade show. Surf Expo BTS West, the nation’s firstsurf/skate/street back-to-school series, debuts March 11-12, 2002 at theAnaheim Convention Center (Anaheim, Calif.).

Surf Expo’s BTS Retail Advisory Panel (RAP) consists of more than onedozen premier specialty retailers with stores located on both coasts,Texas and Hawaii. Storefronts range from single locations to multiplestores and chains. Panelists include representatives from BeckerSurfboards, Clairemont Surf, Fast Forward, Hansen’s, Hobie Sports, HonoluaSurf Co., Jack’s Surfboards, K-5 Boardrider Shop, Ron Jons, Sun Diego,Surfside Sports, World Core and Zumiez.

Utilized by Surf Expo successfully since 1995, the goals of the BTS RetailAdvisory Panel meetings will be to identify the needs and concerns ofretailers, explore ways to help retailers enhance their back-to-schoolexperience and/or increase sales and create a unified voice for the retailcommunity. “Surf Expo established the back-to-school Retail Advisory Panelwith the intention of working hand-in-hand with these key retailers todevelop the show’s optimum business environment,” said Surf Expo’s KellyMacrides.

Several prominent retailers have embraced Surf Expo West and theopportunity to participate on the retail panel. “I like the timing of the showand the fact that it is much more of a working show,” said Becker’s DaveHollander. “I’m expecting less crowds, less kids and more order writing.”Sun Diego’s Dave Nash said, “I feel the need for the show and if there issome way I can improve future shows, then this (RAP) would seem to bethe best forum to accomplish this.” Added Duke at Surfside Sports, “Isupport the show. Back-to-school, Holiday and Spring are the mostimportant times of the year. The input of retailers is very important.”

“Surf Expo is ecstatic that such a high caliber group of retailers hasenthusiastically agreed to join our back-to-school Retail Advisory Panel,”said Lori Kisner, vice president of sports/retail for dmg world media, SurfExpo’s parent company. “We believe their participation is indicative of thelevel of support for the Surf Expo BTS West show.”

Last April Surf Expo announced the West Coast back-to-school show inresponse to industry demand. Initially slated as a 200 booth “pipe anddrape” show, Surf Expo West has already expanded to include 300 softand “hard-walled” booths. Quiksilver (Huntington Beach) and Hurley (CostaMesa) are among the top manufacturers supporting the show.

Surf Expo demonstrated its commitment to the BTS series by creatingthree new positions to oversee its development. Spearheading the launchof the inaugural Surf Expo BTS West is Kelly Macrides, Field MarketingManager. Macrides’ counterpart on the opposite coast is Julie Kinser, whowill facilitate the integration of Surf Expo BTS East, formerly known as the”B-Rad” show. Recently appointed Marketing Director, Dan Darby, willemploy a comprehensive marketing campaign.

About Surf ExpoIn January, Surf Expo, the largest and longest-running trade show for theyouth culture and active lifestyle industries, celebrated its 25thanniversary. The next Surf Expo will be held in conjunction with Wakeboard& Waterski Expo and Windsurf Expo, September 21-23, 2001, in Orlando,Florida. More information is available online at www.surfexpo.com.

About dmg world mediaWith 24 offices in eight countries, dmg world media – parent company toSurf Expo – is one of the world’s leading exposition companies. dmgannually produces more than 200 events worldwide, including more than100 trade and consumer shows in North America. dmg is a wholly ownedsubsidiary of the Daily Mail and General Trust plc. (DMGT) DMGT is quotedon the London Stock exchange and is in the FTSE-100 index of topcompanies.