Outdoor Retailer to Receive $3.4M Incentive for Denver Move

The state of Colorado is handing Emerald Expositions $1.7 million, matching the $1.7 million from Visit Denver, under an incentive package offered to cover some costs of relocation of the Outdoor Retailer expos from Salt Lake City to Denver. The Colorado Economic Development Commission this week formally approved the cash award, which is coming out of the state’s strategic fund and is contingent on three outdoor retail conventions coming to Denver each of the next five years, according to reports in The Denver Post. The third show would be the OR + Snow Show, which recently fell under Emerald’s umbrella with its purchase from SIA.

“The state normally wouldn’t get involved in financing a trade show,” Luis Benitez, the head of the Colorado Outdoor Recreation Industry Office, told The Denver Post. But each show is expected to generate up to $45 million each in direct and indirect economic benefits, Benitez said.

Emerald Expositions reportedly will receive the money to cover costs associated with the transport of large amounts of equipment now parked in Utah; labor tied to unionized convention center workers in Denver; and marketing to attract visitors to the new venue.

The state money will be distributed over the next two fiscal years, while Visit Denver’s money will be paid out over five years. A portion of those distributions will be contingent on the ability of Emerald to meet targets for attendance and hotel room bookings.