The Atlanta Shoe Market (TASM) will kick off its 80th year in business with its largest event ever — as well as a number of new features and amenities for attendees.
The twice-annual trade event — now the largest footwear show in the country — is set to host more than 1,800 brands at its next edition, on Feb. 17-19 at the Cobb Galleria Centre in northwest Atlanta.
Laura Conwell-O’Brien, executive director of TASM, said the show has been sold out since October and has at least 136 brands on the waiting list as of press time.
To accommodate more exhibitors at the February event, Conwell-O’Brien has added booth space in the Garden Court at the adjacent Renaissance Waverly Hotel. The area is now dubbed Fashion Plaza and will be home to roughly 40 brands, including Greats Brand, Schutz, D’Amelio Footwear and Karhu, as well as first-timers such as Frances Valentine, Cocco Miami, Beira and Rohde Shoes.
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“The great thing is that the Fashion Plaza is even closer [to the Main Hall] than the Fashion Collection Ballroom, and people will pass by it every day on their way to and from the hotel,” said Conwell-O’Brien, who plans to host open-bar happy hours in the Fashion Plaza from 4-6 p.m., as a further incentive to attract retailers.
Another new feature is a Retailers Lounge, which will be open daily from 8 a.m.-6 p.m. in an empty storefront in the Galleria mall. “Some retailers complained — and I agreed with them — that there wasn’t really any place for them to go,” said Conwell-O’Brien. “So this will be nice for them to have privacy and a space to meet with their team.” She added that the lounge will be equipped with complimentary coffee and beverages, and an assistant will be available to help address any specific needs at the show.
Attendees will also notice a new badging system at the February event. Conwell-O’Brien explained that anyone who pre-registers will be emailed a barcode that they can use to print their badge at a kiosk, thus skipping the long lines at check-in.
The barcode will be synced to TASM’s first mobile app, which is slated to launch next week. The app will feature floor plans and updated show information, as well as hotel reservations. “It’s going to be new and foreign to some of our members, but we have a lot of young people now in the industry, so I think it will be good for everyone,” said Conwell-O’Brien.
As for other special events, Two Ten’s Women in the Footwear Industry (WIFI) group will hold a meeting in the Retailers Lounge on Sunday, Feb. 18, from 6-7 p.m. The National Shoe Retailers Association will hold its panel talk on Sunday morning at 7:45-8:45 a.m., led by Kari Palmer, creative director of Schuler Shoes.
And the popular opening-night cocktail party will again be held at Cobb Energy Performing Arts Center, on Saturday, Feb. 17, from 6-9:30 p.m. It will feature a dinner buffet and one complimentary drink, plus three hours of live entertainment by The Downtown Band.
Retailers told FN they’re excited to shop the show and appreciate the convenience it offers.
“Laura Conwell-O’Brien has done a great job assembling brands that will allow our team to see emerging trends,” said John Walker, vice president of merchandising at Shoe Show Inc.
Duffy Baehr, owner of Baehr Feet Shoe Boutique in Spartanburg, S.C., added, “I enjoy TASM because it’s all under one roof. No running all over the city to showroom after showroom. It’s a new vendor every half hour. And now that it has become such a big market, it is a way to see new categories easily.”
And for Garrett Breton, president of the Mid-Atlantic’s Comfort One Shoes, the social aspect of the trade show is a major draw. “The footwear industry is close-knit, and I always look forward to reconnecting with our vendor partners and friends,” he said.
