Trade Show

Behind the Scenes at #ATA2023

Get an inside look at what’s happening before the Show floor opens on Wednesday, Jan. 11, at 8:30 a.m.
Photo Credit: ATA

Author: Cassie Gasaway

The 2023 ATA Trade Show is finally here, and we’re here for it, literally! To prepare for all the exciting things the 2023 Show has to offer (new products, peer connections, meet and greets, education, events, etc.), a lot of work is happening behind the scenes. Let’s look at a few things going on before the Show floor opens on Wednesday, Jan. 11.

Check out the new products debuting at the Show! Located next to main reg. The reveal is on Wednesday, Jan. 11. Photo Credit: ATA

New Product Launches

Companies organizing a new product launch at the Show start brainstorming ideas, gathering consumer research and creating prototypes years in advance. Over 115 new products are launching at the 2023 ATA Show and will be displayed in the New Product Launch Showcase near Main Registration. All the exhibitors who opted into the New Product Launch Showcase will start dropping off their products soon so attendees can see all the new-to-the-market products in one convenient location. Two manufacturers shared a few insider details about their new products and the launching process. 

  • Last Chance Archery, Booth Number 1031

“This year, we’ll release a great new product at the Show and many more throughout 2023,” said Jonathan Clark, marketing manager for Last Chance Archery. “It will be ‘revolutionary’ and will only add to our product line and aid archers in their tuning efforts. We enjoy releasing products in conjunction with the ATA Show because once the products release, the dealers can have direct hands-on experience with the products at our booth. They can see the products and actually use them in demo form to find out if they like them.” 

  • Excalibur/Pure Archery Group, Booth Number 2100, Shooting Lanes F1, F2 and F3

“This is Excalibur’s 40th Anniversary, so we’re going big and launching three crossbows at the Show, including a limited-edition crossbow that honors one of our first crossbows,” said Todd Snader, brand manager for Pure Archery Group. “It’s a modern new product with traditional, nostalgic vibes, and we’re excited for everyone to see it. Launching a new product at the ATA Show presents marketing opportunities for the launch to be bigger than any other time of year because it’s the biggest Show in the archery industry. As a whole, Pure Archery Group is happy to be back with our dealers in person at the Show.” 

Visit the New Product Launch Showcase on Wednesday morning to see everything debuting at the ATA Show. Then, visit the exhibitors and follow their social efforts for specific product details and ordering information. 

Exhibitors will be setting up their booths today and tomorrow. Photo Credit: ATA

Exhibitor Set Up

The 2023 Show floor construction is underway! Not only do exhibitors have to prepare their sales goals, sales pitches, and promotional and new product materials before the Show, but they also have to organize and construct a space that’s inviting and ideal for business and order writing. The convention center is currently an obstacle course of trucks, forklifts, crates, limbless mannequins, people, boxes, products and a little bit of chaos as companies work to build their booths. 

American Outdoor Brands Corporation, Booth 4137, which includes the BOG, Hooeyman, Schrade and Old Timer brands, has one of the largest booths at the Show with 2,500 square feet. Exhibitors get 26 hours over three days to set up their booth. To make set up manageable, AOB hires a company to help design, construct and maintain their booths. Nic Maglio, project and trade show coordinator for AOB, said coordinating and planning with the team takes months and set up at the Show is only possible with a thorough plan, dedicated workers and good supervision. 

“Bigger booth spaces allow for customers to spread out a bit and have space to interact with the products,” Maglio said. “We’ll have six people working 8 a.m. to 8 p.m. the first two days, and the AOB team working the booth will help with final details and product merchandising before the Show opens (Wednesday morning). Showing new products is one of the most exciting things we’ll display in our booth this year. Each of our brands has something new and exciting to show this year, and we hope everyone is as excited to stop by and check them out.”

Maglio said his team tried to design the booth so they could assemble it with little to no tools but they do have tools on-site if needed. As the AOB booth comes together for each brand, so does the entire Trade Show floor.

ATA Board Meeting 

ATA board members meet twice annually, once at the ATA Show and once in summer. The meeting is scheduled for Tuesday morning from 8 a.m. to 1 p.m. ATA staff and board members will discuss the new manufacturer membership dues structure and invite ATA-member manufacturers for a Q&A session at 8 a.m. in Room 244. ATA staff will also give department updates, and board member nominees will have an opportunity to share their goals and priorities for ATA if they’re elected. All ATA members are welcome to attend. 

Enjoy the Show

As the Show floor comes together and products begin to fill the New Product Launch Showcase, attendees from across the nation are arriving in Indianapolis for the premier buying event of the year. 

After arriving in Indianapolis, one of the first things you should do is print your Trade Show badge. If you preregistered, bring the QR code sent in your registration confirmation email to one of two express pass locations: the Wabash-West Lobby outside Rooms 120 and 121 or outside Exhibit Hall I in the Hoosier Lobby, to obtain your badge. If you didn’t preregister, head to Main Registration, where an ATA staff member can help you register and get a badge.

Main Registration and the Express Pass stations are open:

  • 7 a.m. to 8 p.m. Tuesday, Jan. 10
  • 7 a.m. to 6 p.m. Wednesday and Thursday, Jan. 11 and 12
  • 7 a.m. to 4 p.m. Friday, Jan. 13
    *The Express Pass station closes early, at 1 p.m., on Friday, Jan. 13.

View the Schedule of Events to see all the Show happenings. If you have questions, call the ATA at (507) 233-8130. And, if you haven’t already, download the ATA’s mobile app to make your Show experience more enjoyable. 


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