Are there additional expenses to consider when you add a new brand?
There is the staffing expense. So, you know, you've got to look at that. When you're adding a brand, it's pretty critical that you have enough resources to maintain it.
How do you go about launching a new brand?
You have to ask, is this even a viable brand? Is there a need?
In the past, I've had up to seven different ones running at the same time. And what's interesting about creating and sustaining these brands is really that you know that you've got to stay in front of people.
With Everything Outdoor Fest, we literally had to start two years before the event. We were building our website, getting the logo, and creating the name all at the same time. We knew there was a need for the brand with the outdoor industry booming during the pandemic. And given that South Carolina has all these incredible natural resources and great weather, we knew that the outdoor industry is a huge economic booster for the state. And people have a passion for being outside here.
We had to research whether or not there was a similar event because we are not gonna start something where we are competing. We found that for what we wanted to do there wasn't one, so that's when we knew that we had this great brand.
We wanted to make sure the colors were great, and the name fit what we were trying to do. I think because it's so new, you know, it's gonna take us several years to become a recognizable state event.
Are you thinking about adding other brands to the roster? What's coming? What are you looking at down the road?
Well, what I want to do, I can't announce yet, because I don't know if it's gonna happen. But it’s something in the state of South Carolina that is a very exciting opportunity for us because it's in our wheelhouse.
I'm also adding a consulting arm of the business because, you know, with 30 years of event marketing and management experience, I really should write a book about this stuff.
I've produced everything from corporate events to ammo shows all over the world, for up to 30,000 people apiece. I've done every kind of event under the sun. So, I'd really like to start creating, you know, an opportunity for us to help other people develop their shows or events. That gives us a really fun niche to grow.