Henna Riaz, managing partner of royalty auditing business 360 Audit, gives her opinion on why Vegas is still the highlight of the licensing calendar.

Why Licensing Expo still reigns supreme

The Licensing Expo held in Las Vegas every year still reigns supreme in the licensing world. The exhibition continues to be the most popular and influential exhibition in the licensing calendar. Year after year the show attracts people from all corners of the industry from brand owners and manufacturers to licensees and retailers, the list of attendees is endless. There are so many reasons why the show proves so successful – besides the fact that it’s in Las Vegas, the party capital of the world.

The three day event draws people from all over the globe, anyone who is anyone in the licensing world will be there – a prime reason why this event is so influential. It is a great opportunity to mingle and meet with influential individuals from all walks of life that you might otherwise never meet.

The exhibition is also the perfect place to get a real insight into the wider licensing world and spot the new upcoming trends in the industry.

Building strategic partnerships and creating new business leads is another excellent reason to head to the exhibition, the majority of the influential business owners and decision makers are all in one place so the opportunities are rife.

Each year the event provides the perfect platform and environment for valuable networking. Even if you don’t take a stand, many attend and use the opportunity to meet and network with individuals from around the industry. The event is notorious for being hectic, so I find the best way to tackle this is to prepare and book in appointments with people you want to meet with before you head over.

Another obvious draw to the exhibition is the social aspect. With so much to see and do, you really are spoilt for choice, I personally find that the best place to head to after midnight is the Eye Candy Bar inside the Mandalay Bay hotel. At some point in the evening all the movers and shakers of the licensing industry find themselves there. Lots of new introductions and business opportunities have come about here. It’s the old fashioned way of doing business but it still works. Top tip – make sure you have a full stock of paracetamol with you.

One of the highlights for the whole event for me is the Lowe boys – these boys are the stand out performers at the Vegas show each year. Every year I can’t wait to see their latest choice of attire, and this year was no exception.

The Vegas Licensing Expo continues to be the most valuable, influential and enjoyable exhibition in the licensing calendar and I would recommend it to everyone. Whether you take a stand or not, the event is fantastic to get a real insight into the industry, get to know the latest and up and coming trends, be introduced to the movers and shakers and explore exciting opportunities that could transform your business.

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