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MONTH IN REVIEW Urban Expositions Acquires California Gift Show from Merchandise Mart Properties Inc. BY DANICA TORMOHLEN, contributing editor Atlanta, GA – Urban Expositions has acquired the semi-annual California Giſt Show from Merchandise Mart Proper- ties Inc. (MMPI). Urban Expositions will assume management duties following the July 27-30 event at the Los Angeles Convention Center. Earlier this year, Urban Expositions announced the launch of Te L.A. Giſt Show, which was scheduled to be held February 2-5, 2013 at the Anaheim Convention Center. Doug Miller, presi- dent of Urban Expositions, told Trade Show Executive that the company will redirect its focus and resources from the launch to expanding and enhancing the existing California Giſt Show. "Tis is re- ally what we wanted from the beginning, but we weren't able to come to agreement before," he said. "Our original plans to launch a new event in Anaheim were grounded in our firm belief that the timing and market conditions were right to pour significant resources into bringing a fresh, vibrant show to the region's substantial buyer base," said Miller. "We'll be able to accom- plish this goal much quicker and better serve the overall marketplace by using those same resources to build upon the foundation of the established California Giſt Show and the synergistic opportuni- ties that exist with neighboring permanent showroom buildings in Los Angeles." Urban Expositions plans to expand the exhibitor base of the California Giſt Show, beginning with Winter 2013 show, which is scheduled for January 25-28, 2013. Ur- ban has already announced that the 2013 event will feature nine product categories for the West Coast retail audience. World Style, Jewelry Cash & Carry and Vin- tage will continue to be a mainstay, and order-writing will be expanded to include Design LA, Handcraſted, Giſts, Personal Style (including Spa), and two new cate- gories — Outdoor Living and Boardwalk. Outdoor Living will focus on the casual lifestyle unique to Southern California, and Boardwalk will feature souvenir, resort, beach and board sport resources. "At its height, the California Giſt Show covered more than 300,000 net square feet," said Miller. "Today, it's probably 80,000 to 100,000 net square feet with 14,000 to 17,000 attendees. But the South- ern California market is one of the largest in the country for the giſt industry, and we are excited about rebuilding the show." Atlanta-based Urban Expositions, which produces 24 shows annually, has grown rapidly through acquisitions and launches over the last several years, despite the economic recession. Last year, the company purchased the Portland Giſt Show and West Coast Cash & Carry Shows from Western Exhibitors. Urban Exposi- tions also purchased the San Francisco International Giſt Fair and Seattle Giſt Show from dmg world media in 2009 and launched the Las Vegas Souvenir & Resort Giſt Show in 2007. Te new acquisition is part of the com- pany's continued Western region growth strategy, according to Miller. "Te Cali- fornia Giſt Show is a natural expansion for our company, given our presence in San Francisco, Seattle and Portland," he said. "Since purchasing the San Francisco Giſt Fair in 2009, we've grown the event by 25%. Giſt show attendees aren't traveling as far as they used to, and we think regional giſt market shows are poised for growth." Show Director Dirk von Gal will oversee sales efforts for the California Giſt Show. He reports to Joan Ulrich, vice president of new business development, who joined Urban last year from MMPI where she was responsible for building revenues for the company's permanent showroom buildings and trade shows in Los Angeles, Chicago and New York. Reach Doug at (678) 370-0320 or dmiller@urban-expo.com 8 July 2012 | Trade Show Executive