Originally Published in the February 1988 issue of The Outfitter Magazine.
Preface
If you have no knowledge of U.S. and Canadian Sportsmen’s Shows existing, contact NOTO or a Convention & Visitors Bureau (through directory assistance) in the city you have interest in. Every major city in North America will have an annual show.
Procedure
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Respond to the first mailing a show conducts immediately. Either call or write and keep a record of the correspondence. Request all pertinent information available.
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Register for a show prior to the summer season if possible. Utilize an application form normally supplied in a brochure and state level of interest in acquiring space. If one is not supplied, send a letter of intent and request that you be contacted immediately.
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When requesting information, inquire if there is a Canadian section.
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Notify your area Tourism Association of your intent to participate in a given market
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Once contact has been made with a respective show and a positive decision has been made to attend, request the proper contract forms. If at all possible, try and set up a two to three year show itinerary.
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Once you have received a space contract and assignment, return the contract with required payment (in U.S Funds) immediately. It is worth noting that space will generally be assigned if you are a first time exhibitor.
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Once you are contracted with a show, you will automatically receive a “show kit” which will include move-in, staff registration and other pertinent materials.
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Send the show producer a copy of your brochure either when registering or after space is confirmed.
General
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Respond to any shows you are interested in early.
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Don’t contract with any show and expect to fully book your operation from one show.
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Expect a new market to take at least two years to develop.
