Atlanta, Ga.-based Surf Expo has added a seasoned surf industry veteran and substantial marketing firepower to its 2002 West and East Coast Back-To-School (BTS) trade show series. Slated for March 11-12 at the Anaheim Convention Center (Anaheim, Calif.) and March 26-27 at the Ocean City Convention Center (Ocean City, MD), Surf Expo has created three new positions to oversee development of the nation’s first surf/skate/street BTS series.

Beginning later this month, Surf Expo will employ a comprehensive marketing campaign, implemented by newly appointed Marketing Director, Daniel Darby. Based in Atlanta, Darby brings more than 15 years of advertising, direct marketing, event management and public relations experience to the East Coast’s leading producer of trade shows for the boardsports and watersports.

Spearheading the launch of the inaugural Surf Expo West is Kelly Macrides, Field Marketing Manager. Formerly Executive Director of the Orange County, Calif.-based Surf Industry Manufacturers Association (SIMA) for nearly 10 years, Macrides was instrumental in growing membership from 20 to more than 350 manufacturers. During her tenure, the organization’s annual Waterman’s Ball went from a fledgling fund-raiser to a nationally recognized gala that has donated more than 1.5 million dollars to ocean-related environmental causes.

Macrides also presided over the launch of several successful sport and industry initiatives including the Surf Summit and Surfing America. She has extensive specialty retailer experience and will operate out of a satellite office in Dana Point, Calif. Macrides�Ecounterpart on the opposite coast is Julie Kinser, who will facilitate the integration of Surf Expo East, formerly known as the “B-Rad�Eshow.

Surf Expo announced the West Coast’s first-ever surf/skate/street back-to-school trade show this past April in response to industry demand. Quiksilver (Huntington Beach, Calif.) and Hurley (Costa Mesa, Calif.) are among the top manufacturers committed to exhibiting. A number of Southern California retailers have also expressed support for a back-to-school show including Ron Jon’s (Orange), Jack’s Surfboards and Huntington Surf & Sport (Huntington Beach), Becker’s (Hermosa) and Sun Diego (San Diego).

Initially slated as a 200 booth “pipe and drape�Eshow, Surf Expo West has already expanded to 300 booths. And, according to Macrides, “Due to manufacturer response, hard-walled booths have been added.�EAs a convenience to exhibitors, show management has secured Friday, March 8 as an early move-in date, eliminating expensive “weekend�Eset-up costs.

Hiring of these very qualified individuals demonstrates the extent of Surf Expo’s commitment to growth on the West Coast and the back-to-school series overall,�Esaid Lori Kisner, vice president of sports/retail for dmg world media, Surf Expo’s parent company. “Dan (Darby) and Julie (Kinser) are valuable additions to the team. Kelly (Macrides) has brought a lot to this industry and understands it. She’s recognized as a leader.�E

Surf Expo’s entry into the back-to-school market follows three years of extensive research that shows nearly 30% of the industry’s total annual surf shop and specialty store sales are for Fall-related products. “Together the two shows provide surf industry manufacturers with a unique forum timed to meet the growing demands of the back-to-school market selling season,�Esaid Macrides.

Press Release - Surfersvillage