Agenda Leaves San Diego, Shifts Dates
Agendashy;—the boutique trade show that straddles the action-sports, fashion and streetwear markets—has announced it is pulling out of its longtime San Diego home in favor of a July show in Huntington Beach, Calif., and a January show in Los Angeles.
The debut Huntington Beach show will be held July 22–23 at the Hyatt Regency Hotel in conjunction with the U.S. Open of Surfing, the world’s largest professional surfing competition. The Open, which will be in Huntington Beach July 18–26 and is owned by IMG Sports & Entertainment, is an important new partner for Agenda, which has long been seen as a satellite show to the larger Action Sports Retailer Trade Expo.
“Huntington Beach is the epicenter of the action-sports industry,” said Agenda Founder Aaron Levant. “A lot of industry people, from buyers to athletes, are already here in July. Also, July is a more ideal time in our brands’ selling cycle than September.”
James Leitz, IMG’s vice president of action sports, said the new partnership will benefit both events. “Agenda’s innovative blend of music, art, culture and fashion truly captures and complements the U.S. Open of Surfing experience. IMG will work closely with Agenda to maximize this exciting partnership,” he said in a statement.
Agenda’s new home will not change the trade show’s brand mix, Levant said. However, exhibitors and attendees will notice elevated amenities, from a more high-end venue to a new hard-wall booth system. “Everything about the show will be bigger, better, more elaborate and closer to the vision we have for the show,” he said.
Levant also announced a new partnership with Complex Media, publishers of Complex magazine. The partnership will debut with a creative collaboration on Agenda’s show guide, which ties in editorial, art and exhibitor information.
Dates and a location for Agenda’s Los Angeles edition are to be announced. —Erin Barajas
