American Motorcycle Dealer AMD 251 June 2020 | Page 15

AIMExpo - Three Days
of Dealer Only at
Columbus, Ohio, in
January 2021
Having been confidently telling the
market that fall/autumn timing is best
for an industry expo and that combined
public and dealer attendance is 'the
new black' where such events are
concerned, the MIC's AIMExpo
management team has 'gone back to
the future' to the old Advanstar 'Indy'
Dealer Expo playbook to try to succeed
where that and similar shows failed.
Under the pay-off line "The Show, the
People, the Experience, the Education -
Building the Future of Powersports",
Irvine, California based MIC Events has
announced that its American
International Motorcycle Expo
(AIMExpo) is moving to January 21-23,
2021 at the Greater Columbus
Convention Center in Columbus, Ohio
(it having been slated to be held there
in September this year) as a three day
dealer only expo.
"North America's largest powersports
show is changing more than timing; the
show will become a trade-only event
and emerge as an integral part of the
buying season."
"Timing is everything," said Cinnamon
Kernes, a former Advanstar show
executive and currently Vice President
and General Manager at the MIC's
events division. "Transitioning to the
first quarter has been part of a longterm
strategic plan for AIMExpo, along
with providing more focus on our core
audience - dealers.
"These changes not only align the show
with the ideal buying time for dealers
and retailers, but also provide the
perfect opportunity for brands to
reconnect with dealers, kicking off what
will be a pivotal year for the industry."
In remarks that are widely open to
interpretation, Kernes went on to state:
"Additionally, this move to January
opens the door to partner with a major
distributor in a much more strategic and
meaningful way."
The void opened up by the closure of
'Indy' and 'Cinci' has been filled by
three distributor events at that time -
(Photo courtesy: brandcolumbus.com)
Tucker Powersports at Fort Worth in
January, the WPS/HardDrive
Vendor/Rep sales meeting in their
Boise, Idaho hometown convention
center (also in January) and Parts
Unlimited/Drag Specialties' impressive
and wildly successful spring NVP and
Dealer Expo and Louisville, Kentucky in
February.
The AIMExpo release appears to
suggest that show management is
hoping to persuade one of the three to
fold their event in with AIMExpo in
Columbus - something that could
create strategic complexities.
When asked the question, Kernes said
that "adding a third show in Q1,
especially with all that's happening,
would be a mighty big ask for our
industry - not something we would do.
"So yes, we are planning and hoping to
host distributors that recognize the
opportunity presented by hosting their
annual dealer show at AIMExpo.
"A trade-only show allows AIMExpo to
concentrate on industry needs and
education at a time when powersports
needs it most. Quality over quantity is
necessary in the new trade show
landscape. With this new focus on
retailers, the show will now take place
over three days instead of four, saving
exhibitors and attendees time and
money.
"COVID-19 has forced retailers and
manufacturers to change the way they
do business – at warp speed.
AIMExpo's education, developed in
partnership with PSB will focus on these
ideas and innovations to help retailers
improve efficiency, stay competitive and
improve bottom lines. AIMExpo will
provide tools and solutions for retailers
as we start the new year."
(Photo: Greater Columbus Convention Center)