As the wheel turns: lookey-loos welcome at Interbike

For years, Interbike, the U.S. bicycle industry’s premier trade show, held annually in Las Vegas, has been all about bicycle shop owners visiting bike manufacturers and ordering new inventory from exhibitors.

But on Friday, this once hard-core B2B trade show changed forever. For the first time, Interbike threw open its doors to the pedaling masses and invited any bicycle enthusiast off the street to troll the carpeted aisles at the Mandalay Bay Convention Center, for a $20 fee.

Show organizers last year offered a more limited “Interbike by Invitation” allowing only the most hard core bicycle consumers to attend on the final day for $50, with bicycle shop owners allowed to invite no more than two patrons per store.

B2B trade shows have varying policies about inviting non-industry consumers onto their floors, but the bicycle trade show world is different. The big international bicycle trade shows in Europe and Asia do have consumer days, so the Interbike event is catching up to its foreign brethren.

Exhibitors representing 1,400 brands were split about expanding access — some liked the idea of having consumers checking out their products and offering feedback; others opposed it because they wanted to use the last day of the three-day show to squeeze out a few more business orders, not to schmooze with lookey-loos. Exhibitors were prohibited from actually selling products to consumers.

“That’s a big controversy — how retail likes or dislikes ‘consumer day,’” said Michael Foley, owner of Sock Guy, a Carlsbad, Calif. company that makes novelty socks. “It’s a challenge to coordinate consumers with a trade show.”

Interbike Managing Director Pat Hus said 900 people registered to pay the $20. His goal was 2,000. He was unavailable for comment when the show ended at 4 p.m.

Hus said the show’s last day traditionally is slow, so he wanted to attract more bodies to the exhibition hall.

Joe “Metal Cowboy” Kurmaskie, who handles sales and customer service for Arkel panniers, said he welcomes consumers as long as they don’t interfere with roduct orders.

“I haven’t had problems working with dealers while the consumer is in the booth,” Kurmaskie said. “I don’t want to lose the chance to talk with dealers on the third, and last day.”

Steve Toll, owner of Tampa, Fla.-based ISM bicycle seats, said he welcomes consumer day.

“I always like exposure. Anyone who doesn’t is dopey,” Toll said. “My only issue is that the consumers are here, yet we can’t sell anything to them. If they’re here, I’d like to sell to them.”

All in favor of access were bicycle fanatics who relished the chance to oogle the latest gear.

“It gives me a chance to see what my local dealer might not have,” said Leonard Long, a bicyclist from Indio, Calif.

And some exhibitors were happy to see the likes of Long.

“We travel across the United States and it’s great to see fresh faces,” said Kathryn McKinley, marketing communications coordinator for Swiftwick sock company of Brentwood, Tenn. “It’s not a burden. It’s an honor to show them your product.”

Las Vegas-owned Gizmo, which makes bicycle shirts and jerseys, welcomed the consumers. Co-owner Colleen Corey said this year was much better than last year for consumers visiting her booth.

For Honey Stinger, a Steamboat Springs, Colo. company that makes energy snacks, Interbike is an important event to generate orders, said Nate Bird, company sales manager.

But he noted that while bike shops know his brand, consumers might not. So, he supported the bicyclists roaming the aisles.

Pierce Pape, owner of Yankz shoe laces, said as long as you staffed your booth properly, there was no problem with consumers mingling amid the industry folks.

“Most people are leaving Friday, so you have more time to talk with consumers,” Pape said.

Contact reporter Alan Snel at asnel@reviewjournal.com or 702-387-5273. Follow @BicycleManSnel on Twitter.