October 3-6, 2013 The Barker Hangar Santa Monica, California Photo courtesy of Kenneth Cobonpue.
OVERVIEW WestEdge: WHERE DESIGN INTERSECTS MODERN LIFESTYLE The premium West Coast design fair and interactive experience showcasing the best in contemporary design brands/ products across multiple categories Adding to the experience, WestEdge offers a robust and varied programming slate featuring design seminars with industry icons and culinary demonstrations from celebrated chefs Distinctive exhibitions and significant programming will cater to both the architecture/ design community as well as the affluent, design savvy consumer audiences in an environment designed to engage and inspire EVENT DATES Thursday, October 3 rd Sunday, October 6 th, 2013 THE VENUE The Barker Hangar Santa Monica, California 2
3 Photo courtesy of Phase Design
HIGHLIGHTS EXHIBITS Exhibits from over 150 premium design brands, including special exhibitions featuring West Coast Design, kitchen & bath and the latest outdoor fabrics PROGRAMMING: DESIGN & CULINARY Robust, interactive daily programming and varied demonstrations for both design trade and consumer audiences integrating renowned design celebrities and culinary icons. Industry support from ASID, AIA, IIDA, SDSA, ASLA and others. SPECIAL EVENTS Various special events and VIP hospitality including Opening Night Party benefiting Heal the Bay (taking place Thursday, October 3 rd ) Involvement of and engagement with the leading California design schools and design students 4
Photo courtesy of Khouri Guzman Bunce Ltd.
AUDIENCE PROFILE PROJECTED ATTENDANCE 20,000 DESIGN TRADE INDUSTRY PROFESSIONALS Influential architects Interior designers and decorators Landscape architects and designers Restaurant owners and chefs Set decorators and designers from Hollywood studios and the broader entertainment industry Contractors and builders Real estate developers Buyers and visual merchandisers from premium retail boutiques and department stores Design center showroom principals Gallery owners Professors, alumnus and students from prominent design schools Publicists and stylists 6
AUDIENCE PROFILE (continued) CONSUMER AUDIENCE Design-savvy consumers and influencers Affluent homeowners WestEdge Media Partner subscribers and readership Clients of WestEdge Exhibitors, Partners and Media Relationships Patrons of targeted Strategic Alliances including municipal and industry organizations Collectors of art and design MEDIA Traditional/ Mass Design and Shelter Lifestyle Culinary Design and Style Bloggers 7
MARKETING & ADVERTISING CAMPAIGN STRATEGY Comprehensive, impactful and extensive multimedia campaign Maximization of various WestEdge Media and Marketing Partnerships. Media partners include: Architectural Digest, Angeleno, California Home + Design, Coastal Living, Dering Hall, Design Milk, Form, Editor at Large, Lonny, Modenus, Metropolis Magazine, Ocean Home Magazine, Surface, The Architect s Newspaper and The Retail Observer Enhanced relationships with various Strategic Alliances and Industry Associations Bulk of campaign to begin in June and July 2013 MULTIMEDIA CHANNELS Print Digital including Social Media Direct Mail Out of Home Radio (KCRW) 8
THE VENUE: THE BARKER HANGAR Premier Southern California event venue 97,000 square feet of interior and exterior space The Hangar (interior) space includes 43 ceiling height and polished concrete floors 9
THE VENUE: THE BARKER HANGAR (continued) 10 Photo courtesy of The Barker Hangar
11 FLOOR PLAN
EXHIBIT SPACE PRICING Exhibit space rates are $42 per square foot, available in the following configurations: In-line and Corner Spaces: 10 x 12 10 x 16 10 x 20 10 x 24 10 x 28 Endcap and Island Configurations (availability of island configurations is very limited): 16 x 20 20 x 20 20 x 24 20 x 28 20 x 32 Larger configurations may be available if required. Exhibit space includes 12 high walls (10 high on the perimeter) which may be painted and nailed (and/or) screwed into, lighting truss from which rented lighting may be affixed, and a polished concrete floor (or carpet, depending on the location within the fair). The Barker Hangar is a non-union venue, therefore exhibitors may facilitate their own installations without the need for union labor. In addition, drayage is provided to each exhibitor at no additional cost. 12
Photo courtesy of Nolen Nui.
EXHIBITORS Manufacturers, retail distributors, agents, multi-line showrooms and service providers including architecture & design firms International, national and California-based brands encompassing interior and exterior furnishings, fabrics, lighting, kitchen & bath, flooring, stone & tile, fine rug & carpeting, electronics/ technology Alexander Purcell Rodrigues Andrea Claire Studio Apparatus Studio Bagues Paris BDDW Bertazonni Big Ass Fans Bosch Brenda Houston Design Bronzes de France Coyote Outdoor Living Crossville Dubois USA Egg Collective Environment Exquisite Surfaces Fort Street Studio Gaggenau Gessi USA Green River Stone Haiku Holly Hunt Irinox J. Rusten Furniture Studio JEE-O John Houshmand La Cornue USA Lamberti Decor Lawson Fenning Lefroy Brooks USA Moore & Giles Naula Nolen Niu New England Collection Patina Old World Flooring Phase Purcell Murray Pyrolave Rohl Royal Botania SieMatic Stokke Sun Valley Bronze Thermador Tibetano Top Brewer Toscoquattro U-Line Valcucine Wilcox Zia Priven 14 For complete list, visit westedgedesignfair.com
PROGRAMMING & SPECIAL EVENTS Thursday, October 3 rd 2pm 10pm DESIGN TRADE PROGRAMMING & SPECIAL EVENTS Keynote Presentation Various Trade Seminars & Panel Discussions Continuing Education Units Culinary Demonstrations, Tastings & Pairings Student Design Initiatives Book signings Media (Press) Preview BlogTourLA Welcome & TweetUp Event LEGO Experience & Charitable Auction Industry Association Networking Events Opening Night Party benefitting Heal the Bay 15
PROGRAMMING & SPECIAL EVENTS (continued) Friday, October 4 th 12pm 8pm DESIGN TRADE & CONSUMER PROGRAMMING plus SPECIAL EVENTS Various Design Seminars & Panel Discussions Designer Dialogues Designer Consultations by Greystone Show House Curated Tours of WestEdge Culinary Demonstrations & Tastings Book Signings Various VIP Lounge Events & Cocktail Receptions Design School Alumni Happy Hour & Networking Distinct Culinary Event Pop Up Restaurant Photo courtesy of BDDW 16
PROGRAMMING & SPECIAL EVENTS (continued) Saturday, October 5 th - Sunday, October 6th 12pm 7pm CONSUMER PROGRAMMING & SPECIAL EVENTS Design Seminars & Panel Discussions Designer Consultations Curated Tours Culinary Demonstrations & Tastings Book Signings Various VIP Lounge Events & Cocktail Receptions Mixology Workshops & Demonstrations Photo courtesy of Fort Street Studio. 17
CONTACTS Fair Producers Megan Reilly and Troy Hanson bring 25 years of collective experience managing and producing some of the most important residential and commercial events in the country including the International Contemporary Furniture Fair (ICFF), NeoCon, NeoCon West and the Architectural Digest Home Design Show. Their tenure includes the development of successful show initiatives, themed pavilions and extensive partnerships with trade and media associations. MEGAN REILLY Co-Founder & Vice President, Marketing t. 917.822.0350 megan@westedgedesignfair.com TROY HANSON Co-Founder & Vice President, Sales t. 917.297.3299 troy@westedgedesignfair.com 18