California Apparel News

Burgeoning streetwear, lifestyle and action-sports trade show Agenda named action-sports industry veteran Mike Carter vice president of sales and marketing, a new position within the organization, said Aaron Levant, Agenda’s president.

Carter managed venerable core surf shop Laguna Surf & Sport, which runs two boutiques in Orange County, Calif. He also managed sports marketing for eyewear company Arnette, which is headquartered in Foothill Ranch, Calif., and co-founded eyewear brand Electric Visual, which was acquired by PPR, owner of Gucci and Saint Laurent. He also served as a vice president of global marketing for headphone company Skullcandy, which is now located in Park City, Utah.

Carter plans to develop new business opportunities for Agenda. "Agenda is unique in their ability to bring different segments, cultures and art forms together under one roof to benefit from one another as well as to create the outlet for established and emerging brands to come together to celebrate the true action/lifestyle movement," he said in a prepared statement. "I look forward to continuing the relationships with those already affiliated with Agenda and creating opportunities with new brands that could benefit from the growth Agenda can provide."

The 10-year-old Agenda started growing up in December, when Seth Haber, partner and show director, sold his share of the show for an undisclosed amount to Reed Exhibitions, headquartered in Norwalk, Conn. Reed produces more than 460 convention-center events around the world.

Agenda will be handled from the ReedPOP group, which produces events such as the New York ComicCon. Reed will handle much of the back-office work, such as payroll and logistics, while Levant and his team work on retail relationships and marketing.

"Having [Reed’s] level of experience, finance and leverage with venues is a great thing for an organization to grow. We would not be making new hires without their resources," Levant said.

Last month, Agenda announced that it would join an alliance of trade shows to introduce a new trade show and rival to the dominant MAGIC. Called Modern Assembly, the partnership of trade shows is scheduled to run Aug 19–21 at The Venetian and Sands Expo and Convention Center in Las Vegas. The other shows participating in the family of Modern Assembly are Liberty, Capsule, MRket, Accessories The Show and Stitch.

Levant forecast that Agenda’s Las Vegas show will host more than 200 brands, and it will run Aug. 19–20. "We want to be intimate. We don’t want it to be overwhelming. You’ll see all of the top street and lifestyle brands at the show," he said. Agenda also produces biannual shows in Long Beach, Calif., and New York.