Who Will Attend Recreation Expo?
Over 5,100 people attended the inaugural Recreation Expo in 2009.
The audience was made up of confirmed outdoor enthusiasts who were looking for information on new products, places and services plus a significant number of families looking to get the kids involved with a variety of recreational pursuits.This event will appeal to outdoor enthusiasts who are looking for more information and great deals on the latest equipment. Plus the Expo will attract people looking for new pursuits and ways to spend their recreational time. As it was the case in 2010 it is anticipated that ‘weekend warriors’ and families will again make up a large portion of the audience. Attendance is expected to reach over 8,000 people in 2010.
Exhibitors reported that the visitors to the 2009 Expo were serious buyers, they spent time talking with Exhibitors; asking genuine questions. Many sales were made on-site at the Expo and still more were made post-event at retail stores as a direct result of Exhibitors participating in the Expo.
Weekend Warriors– people from all walks of life who are active and into all sorts of outdoor sport and recreation throughout the year. They tend to participate in different kind of sport competitions like Around Brunner, SBS Marathon… but are also very passionate about weekend activities, such as hiking, rock climbing, tramping etc. These consumers (mainly DINKS - dual income: no kids) are in the prime of their spending years and whether novice or expert, this market spends substantially on clothing, gear and travel.
Families- in 2009 families made up the bulk of the audience. They see outdoor recreation as quality time with their children and in particular, as a great opportunity to teach their children the benefits of outdoor activity and good nutrition. Families last year were heavily into the participation aspects of the Expo, especially ones that are child-friendly (rock wall, golf hitting net, Conservation Corner – educational space, etc). The fact that children under 12-years of age come to the Expo for free (max 2 per paying adult) and the timing of the Expo (first weekend of Sept school holidays) ensures good visitation from this sector.
Adventure Enthusiasts– a big spending market. These people are looking for new gear/clothes/gadgets … and they want the best of everything. The Expo timing (September) saw attendance from this sector looking for end of season deals on Winter stock and those seeking pre-season bargains on products relating to Summer activities such as camping, cycling, hiking and others.
The Expo timing (September) saw attendance from both those looking for end of season deals on Winter stock and those seeking pre-season bargains on products relating to Summer activities such as camping.
Estimated Age Demographics:
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15% - 18-30 years
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50% - 31-40 years
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30% - 41-55 years
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5% - over 55 years
Attendance is expected to reach over 8,000 people in 2010; with the support of key industry organisations and retailers plus a comprehensive marketing campaign.
