Motorcycle Events Have Started Their Engines

Motorcycles propel one of fastest-growing public show segments forward

By Rachel Wimberly -- Tradeshow Week, 3/5/2007

Consumer shows come and go — subject to the ever-changing whims of a fickle public — so the fact that not just one, but two different motorcycle events, or series of events, have ruled the road for more than 25 years reflects the strength of an industry once relegated to back-road rallies.

Bar Hodgson Productions launched the North American Intl. Motorcycle Supershow in 1976 in Toronto, and the show grew from one hall at the Intl. Centre to seven, maxing out the venue's 425,000 square feet.

Advanstar's Cycle World Intl. Motorcycle Show series kicked off in 1982 in six cities and expanded over the years to include 13 cities across the United States — the largest being Rosemont, where it spans 250,000 net. sq. ft.

Bar Hodgson, owner of the Supershow, said, "Attendees have driven the show's growth," mainly because attendees are not just leather-clad, Harley Davidson-riding motorcycle club members anymore. Enthusiasts now touch on every demographic, from baby boomers to families to adrenaline junkies, translating to more people at the show.

"We deliver what motorcyclists want, by having a diverse show that gives them everything they want to see," Hodgson said.

Because of the show's all-encompassing nature, Hodgson took a leap of faith this year and, instead of mixing everything up on one big showfloor, split the exhibits into seven different sections, each with its own theme (for instance, touring and cycling, performance and racing, or custom and chopper).

"By theming the halls, someone is able to walk around and see what they're looking for," Hodgson said. "We had to get to a certain size and reach critical mass before splitting it up. It only took me 31 years to get that smart."

The themed halls were a resounding success, he added. Besides satisfying attendees, they allowed sponsors to better target their markets and delivered to exhibitors more focused buyers that wanted to see specific products.

"There was a jump in exhibitors and increased sales, because some of them were in more than one hall, because they found they really bridged two halls," Hodgson said.

By having separate halls focused on different types of products, he was able to market them all with targeted ads in the 45 trade magazines covering the motorcycle industry.

He said the entire process "was kind of like producing five smaller shows."

The team at Advanstar is also busy throughout the year, producing 13 Cycle World events from November through the beginning of March — the time of year that coincides with manufacturers rolling out new products.

"The shows are geared toward new motorcycles and everything on two wheels," said Jeff D'Entremont, group show and business development director. "The show has evolved as the market has evolved."

One of the fastest-growing marketplace segments feeding attendance at the shows is women. "I was surprised. The number of women has grown to 15 to 20 percent of the market," he said. "More and more women riders come to the events."

The largest Cycle World show is in Rosemont; the smallest, which launched this year, is in Phoenix. Average attendee base ranges from 74,000 in New York to 24,000 in Phoenix.

Both the cruiser and ATV markets have grown by leaps and bounds, according to D'Entremont. "The market drives the growth of the shows," he said. As the market has expanded, there are more new product launches attracting more press and, in turn, more people.

Advanstar has also capitalized on the wider demographic base drawn to the shows. D'Entremont said the average rider is still a 43-year-old male, but more and more youth are joining the ranks.

"If Dad had dirt bikes, then he wants his children to have dirt bikes," he said. "I would say that (segment) has grown tenfold."

Having different faces in the crowds appeals to sponsors. Sony Playstation recently signed on to promote its motorcycle and ATV racing games at the show. "We're really happy with our sponsor partners," D'Entremont added. "The shows provide them with good branding opportunities."

Over the years, sponsorships have shifted away from the old standbys, like oil companies, to more big-name manufacturers — Toyota Trucks, for example, signed on through 2010. There is one type of sponsor that won't be at any of Cycle World's shows, or at the Supershow for that matter.

"Motorcycling and alcohol is not a good mix, especially because we are a family-oriented show," D'Entremont said.

"Why mess with success?" seems to be the motto for the Supershow and Cycle World events. The only change on the horizon for his shows, D'Entremont said, would be launching a show in a new city, or even perhaps acquiring an existing one.

Hodgson said Advanstar approached him a few years ago about buying his show. He said he wasn't ready to retire at the time, but may be if he could be talked into it in the future.