Agenda, the trade show usually held in conjunction with ASR in San Diego has a new partnership, location and show dates. Agenda—the boutique trade show that straddles the action-sports, fashion and streetwear markets—has announced it is pulling out of San Diego in favor of a July show in Huntington Beach, Calif., and a January show in Los Angeles.
The Huntington Beach show will be held July 22–23 at the Hyatt Regency Hotel in conjunction with the U.S. Open of Surfing, the world’s largest professional surfing competition. The Open, which will be in Huntington Beach July 18–26 and is owned by IMG Sports & Entertainment, is an important new partner for Agenda.
“Huntington Beach is the epicenter of the action-sports industry,” said Agenda Founder Aaron Levant. “A lot of industry people, from buyers to athletes, are already here in July. Also, July is a more ideal time in our brands’ selling cycle than September.”
Agenda’s new home will not change the trade show’s brand mix, Levant said. However, exhibitors and attendees will notice elevated amenities, from a more high-end venue to a new hard-wall booth system.
Dates and a location for Agenda’s Los Angeles edition are to be announced.