To put it simply, Interbike is a gathering of the MTB industry nerds looking to increase their brand awareness, activate new accounts, and establish new distribution and development channels. This year we set out to make a very strong impression at Mandalay Bay Convention Center . Our brand is in a stage of substantial growth and it was imperative that we were accurately and effectively represented.
In order to stand out amongst the crowd, we like to get creative with our trade show displays. This year was no exception—with a 20′ x 20′ space featuring a lighthouse, sound effects, fog, and a rotating light, our voice was surely heard. Furthermore, we highlighted our new styles in product showcases that were integrated with LED lighting. We also had a 10 x 10 hanging sign so that we could be seen from across the convention center.
Our setup team arrived on Saturday night – we were scheduled to set the booth up on the earliest date possible. This meant some of the crew had to be in Vegas for a full week! For those of you that have visited Las Vegas and/or attended a trade show, you likely know that a full week of that combination is grueling no matter how you go about it.
Luckily, we had the help of Josh from Built Design to help assist with setting up our new product showcases. We were very impressed with the support Josh and Built Design provided, and even more impressed with the quality and usability of the displays.
After a smooth setup day, it was off to the Dirt Demo in Bootleg Canyon where many bike and accessory brands were displaying/ demoing their new products. Unfortunately, the wind was very strong on the days of the outdoor demo. However, that did not stop the masses from demoing the new innovations in the desert. Personally, I got my hands on a Santa Cruz Bronson and have nothing but great feedback on the bike. It climbed well and descended flawlessly. It was light enough to easily maneuver and compact enough to jump similarly to a slopestyle bike.
The rest of the Ryders team arrived the day before the exhibition—we were very happy to be staying in a 5-bedroom house just South of the strip. The house was equipped with a huge yard, pool, hot tub, and tennis court. It was amazing to have the house to relax at after long days at the convention center.
The Ryders Interbike team consisted of nine people, with different roles ranging from sales and marketing to product development and retail operations. Each person had specific goals they wanted to achieve at the show and certain tasks assigned to them. After a brief team meeting, it was off to the races – Interbike was on.
We had many new innovative products to display at this years show and wanted to ensure that they were displayed in a way that made them stand out. Our new INVERT model has a patent pending on the design concept and it generated a lot of interest.
The sales team was busy the entire show, consistently establishing new relationships and building brand awareness in regions we had not yet entered. Our marketing team was booked solid. Meetings with media and publication companies consumed most of their time. Our product development team was also on-the-go, balancing their time between two shows: Vision West and Interbike.
After three long days off non-stop action, it was time to pack up and fly back to Vancouver but not before some go-karting and well-earned fun in Vegas.