2009 sees Surtex celebrate its 24th year. The event began in 1986 primarily as a textile surface design show and has since evolved into probably the most significant art licensing trade expo in North America.

Last year, some 6,000 visitors came through the doors of the Jacob Javits Convention Center in New York, representing 42 countries. There were 305 exhibitors from 12 countries.

This year, GLM – Surtex’s organiser – recognises that numbers may be down due to the wider economic issues, although VP Penny Sikalis remains upbeat.

“While we always aim realistically high, we knew that this year was going to pose some challenges as far as numbers are concerned,” she tells Licensing.biz. “Clearly, we recognised that the number of exhibitors would be impacted by the economy, however we’re pleased to say that we’ll have a very healthy showing of 230 exhibiting companies.

“Many of these exhibitors are agents and design studios, so the number of artists/brands represented at the show is exponential, with an estimated count at about 1,800. As for attendees, we’re expecting a strong showing based on registration numbers the past few months.”

Sikalis says that, typically, about 30 per cent of Surtex is filled with new exhibitors. International representation is also healthy; it’s not just about firms from the States. Canada, Denmark, France, Israel, Italy, Japan, Korea, The Netherlands, Spain and the UK will all be on the show floor.

“The largest contingent from outside the US comes from the United Kingdom, nearly 40 exhibitors this year,” Sikalis points out. “The British are well-known for their design excellence and are sought after by American product developers.”

This year, Surtex is introducing the Designext section to the show floor. Set up for “well vetted” beginners, says Sikalis – i.e. students and newly graduated artists – the area will provide a relaxed, open forum for them to show designs. The show floor itself is described by Sikalis as “an amazing conglomerate of styles that are directed at a great diversity of markets and end-users”.

She continues: “Surtex allows manufacturers from around the world to see what a huge diversity of countries’ artisans have created for popular consumption. While it’s always exciting to attend fairs and shows, it is rare to see the influences of different cultures shown under one roof that will, in turn, translate into goods and products used by people all over the world. It’s also important to remember that what you see at Surtex is trend setting even before actual trends are discovered.”

As well as Designext, Sikalis and her team have made other additions to this year’s event, for both exhibitors and attendees. For example, so that exhibitors can be kept up to date with what’s happening in and around the Javits during the show, GLM has set up on Twitter so news can be fed out in an instant.

Of course, Sikalis knows that it’s these small additions which will keep the show fresh and keep people coming back.

“By 2010 an entire new list of ideas will be implemented if we are assured that they will improve the experiences of Surtex attendees and exhibitors. Design grows and changes, finds new expressions, and quite often returns to styles and colours that suited generations past, so, too will Surtex always evolve with the times.”

The overall impression you gain from Sikalis is certainly one of optimism, and confidence that GLM has done everything possible to make this year’s show a success.

“Yes, I absolutely believe that the wider economic climate will affect Surtex as it has so many industries this year. That said, we know that economic confidence prevails in certain resilient market segments. The art licensing industry is one. This global enterprise is projected to grow and expand through 2010 and beyond, according to industry insiders. And our exhibitors are, for the most part, entrepreneurs.

“And it is a widely held belief that entrepreneurs are the leaders who come through economically challenging times with significant profits.”

Surtex begins this Sunday, May 17th, at the Jacob Javits Convention Center, New York. Click here to go to the official website.