Exhibitor registration opens for Sea Otter Europe

Registration for the Girona-based Sea Otter Europe has today gone live with organisers adding an extra 12% space for exhibitors.

The 2020 event, which will take place from May 29th to 31st, builds on successive years of growth with many of last year’s 420 brands already reconfirmed.

Among those attending are Berria, Bergamont, BH, Bulls, Cannondale, Canyon, Cube, Focus, Ghost, Haibike, Kona, KTM, Lapierre, Look, Massi, MMR, Moustache, Orbea, Scott, Riese & Muller and Specialized.

Based on the formula of the hit U.S. event, the Girona instalment is built around brand interaction with numerous chances to demo bikes across a broad terrain. According to Testpass data, around 3,000 demo rides were undertaken last year on over 500 bikes. Canyon, Specialized, Orbea, Trek and Merida made up the five most requested brands on trial, but smaller brands made waves too.

A series of sportives across multiple disciplines are on offer to the crowds, ranging e-Bike tours, right through to gravel, mini DH and the Scott Marathon Cup.

It is hoped that the event can replicate last year’s success, where it calculated as many as 60,000 attended. A total of 6,175 cyclists took part in the festival’s different races; a 20% increase on 2018. Visitors came from over 50 countries, while 150 journalists were said to have attended.

Albert Balcells, director of Sea Otter Europe, says of the event: “Sea Otter Europe listens to the requests of brands in order to learn about their objectives and expectations, and in turn, to offer them something that matchesWe offer a large number of customised and standard options so that brands can find the best way to reach their end customer.”

Balcells told CI.N earlier this year that adapting the festival from something with “pure American spirit” to a more European flavour has been crucial to the success.

He said: “We couldn’t just bring the festival over to Europe as it was. We knew that we would have to adapt it at its core, because the cycling culture here is very different to that of the United States. What we did want to maintain was the festival’s format with five well-defined cornerstones: the Expo zone, Demobike, sports competitions for both the public and top-level riders, kids’ activities and exhibitions, all taking place outdoors with music and food, accompanied by the desire to celebrate the cycling festival.”

To enquire about space at the show the organisers can be contacted here, or by phone on (+34) 93 808 80 91.