Blue Ant Media has added to its consumer show business with the acquisition of Toronto-based Seasons Christmas Show from Matrix North Events. A purchase price was not disclosed.
Seasons will be added to Blue Ant’s existing roster of consumer shows, which includes the spring and fall editions of the Cottage Life Show in Toronto, and the Cottage Life & Cabin Show in Edmonton.
Greg McLeod, director of consumer shows at Toronto-based Blue Ant, said the transaction was the culmination of ongoing discussions between the two companies.
He said Blue Ant and Matrix North Events – which continues to operate two Barrie, Ont.-based consumer shows: The Fashion Accessories Show & Sale and Savour the Flavours – shared a similar philosophy towards show management, with both companies being highly selective in the exhibitors invited to participate.
“We’re both in the unique position where we’ll turn away business to create a better event,” said McLeod. “We’re trying to get products and services that have a specific fit for a specific audience.”
The Seasons Christmas Show launched in 2005 and has grown to nearly 300 exhibitors showcasing products and services related to holiday decorating, entertaining and gift giving.
McLeod said consumer shows were attractive to media companies such as Blue Ant because of their healthy profit margins and the opportunity to align them with existing brands. Blue Ant is hoping to increase attendance for Seasons by promoting it through owned-and-operated media properties such as Makeful, which boasts a strong digital/social media presence as well as a robust influencer network.
He said exposing the Seasons show to Makeful’s audience of DIY enthusiasts could help expand and diversify its exhibitor roster. While revenues vary by individual shows, McLeod said exhibitors typically comprised about 80% of the revenues for a given consumer show.
The three-day Seasons show typically attracts approximately 15,000 people, while 91% of attendees are female, 55% are between 25-54, and 77% are between the ages of 35-64. “I think the opportunity really lies in bringing it to the 18-35 [demo] that may not be as culturally familiar with going to a show at the International Centre in Mississauga,” said McLeod.
“We know that there are lot of passionate and engaged people when it comes to décor, entertaining and hand-made goods, and if we can speak to them with our Makeful media platform, we can engage a whole new audience.”
Matrix North Events owners Dave Brown and Tracy McKnight will be involved with the 2016 Seasons show to help with the transition to Blue Ant Media’s consumer show team.
McLeod said Blue Ant would continue to explore growth opportunities for its consumer show portfolio. “We’re actively looking to acquire media of any kind that fits [with] the overall growth of the company,” he said. “We are looking for opportunities for strong, niche shows where we feel we can bring something to the table and are a fit with our existing portfolio.”
It is a strategy being pursued by other traditional media companies in an attempt to diversify their revenue. Last year, for example, Torstar’s Metroland Media unit acquired the London Baby Expo, adding to a roster of 60 consumer shows that includes The National Bridal Show, The Golf and Travel Show and the Toronto Food & Drink Market.
Pam Laycock, senior vice-president of strategy and communications for Metroland – whose parent company Torstar acquired a 25% stake in Blue Ant Media in 2011 – was quoted in the release as saying the company is keen to develop this area of its business.
