It’s always sunny in Las Vegas. At least the odds are hugely in favor of that forecast, especially when The IR Show takes place this July 28-30 at The Horseshoe Event Center.
Gary Hauss, show director, reports that exhibitor attendance is up over the previous two editions, including a “slew” of new vendors. Retail attendance is also ahead of previous shows with the goal of cracking the from 30 states bar well within reach. He attributes the momentum, in part, to IR’s overall good buzz.
“Attendees keep hearing great things about the show—the costs, the easy-to-shop layout under one roof, and the location, which is easy to get to and offers lots of great things to see and do,” Hauss says. There’s also the current state of the economy that is playing a role, he adds. (Think sky-high fuel prices.) “Attending our show is actually more economical for many reps than trying to see accounts individually,” he says. “Our show is a much less expensive way to do that, and for the West Coast, there really isn’t another show where retailers can see these many brands (about 145 as of press time) under one roof.”
Las Vegas is also the ace up IR’s sleeve, according to Hauss. Since the shift from San Diego in early 2024, the show has grown in attendance as well as settled into its new home. “The convenience of Vegas. The affordability of the hotels and the excitement the city offers—there’s plenty to do after business,” Hauss says, adding there’s something for everyone. “Vegas offers the cheapest of cheap to the priciest—it depends on what you want. It’s all available. No other city gives you such a variety of hotel choices.”
As for the show, Hauss says it kicks off with a USRA-hosted party the night before the first day at Hakkasan Nightclub at the MGM Grand with appetizers and cocktails. It’s free for registered retailers who sign up in advance until it sells out. Then it’s $250 a ticket. “It’s a great way for vendors and retailers to kick off the show,” he says.
The party atmosphere continues with the show’s first day wrapping up with a free cocktail party for all attendees and the second night’s Conversations Over Cocktails, this time featuring Clarks’ Gary Champion, TJ Kelly of Birkenstock, Sam Spears of Ara North America, and Shawn O’Neill of Comfort One Shoes. “We decided to mix this one up a bit because the last one with Troy Dempsey of The Heel Shoe Fitters would be such a tough act to follow,” Hauss explains. “It’ll be a roundtable format. A light-hearted discussion about staying positive and how to power through headwinds. At the end, we’ll leave some time for a Q&A with the audience.”
As for the actual business at-hand; i.e. writing orders, Hauss points to IR’s timing and format as unique attributes. First off is the July timing, which serves as a better fit in the buying cycle for many exhibitors as well as providing an early read for The Atlanta Shoe Market held about two weeks later. “Retailers can get a lot done at IR and then follow up in Atlanta, if necessary, as well as shop other brands there,” he says. “Retailers like the balance, because it’s impossible to get it all done in Atlanta.” Hauss adds that IR is purposely not scheduled to fall on weekends, which has been a request of many attendees. “People prefer to spend time with their families on weekends. We’re all about making the show easier for our attendees in every aspect possible.”
Easy to get to. Easy to shop. Good timing. Good company. Great entertainment. And, last but not all, free first day lunch (second day is $25) and free show floor treats—like popcorn, ice cream, and cookies. Hauss’ overall approach to building IR follows the KISS method. Unlike many former trade shows that ran off the rails due to self-induced miscues and, to be honest, arrogance and greed, staying focused on the wants, needs, and concerns of vendors and retailers is a wise strategy.
At least that’s how Hauss sees it. Hence, his steady growth approach to what is a much grander dream. “The day IR is what WSA once was is what I’ve always envisioned,” he says, noting that it’s still several years away. The next step is moving IR to the Las Vegas Convention Center next July. Call it a trial run. “I’ve got plenty of time to build this show, and I’m doing it for the industry that I love,” Hauss says. “We’re so easy to shop; you don’t have to just rely on appointments. Everybody sees everybody. And we try hard to make it more fun than a typical show.”
Gary’s Go-tos in Sin City
EAT: The Bedford by Martha Stuart, Paris Hotel; Carbone Riviera, Bellagio; Mother Wolf, Fontainebleau; Toca Madera, The Shops at Crystals; Boa Steakhouse, Venetian Hotel; Gymkhana, Aria.
DRINK: Skyfall Panoramic Bar & Lounge, W Hotel; Vanderpump à Paris, Paris Hotel; The Chandelier, Cosmopolitan; The Pinky Ring by Bruno Mars, Bellagio.
SEE: The Mob Museum. Housed in Downtown Vegas’ federal courthouse, the museum features four floors and hundreds of mafia artifacts as well as a live simulation to test your law enforcement skills and a crime lab. The basement is home to The Underground, a 1920s speakeasy. The Wizard of Oz at Sphere. A 160,000-square-foot dome so the yellow brick road wraps around you, Judy Garland’s voice booms through 167,000 speakers, and a tornado scene where you feel wind thanks to haptic seats and environmental effects.
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