Press Releases

Surf Expo Launches New Visual Identity and Waterfest for the September Event

New Show Branding reflects the global show’s dominance in the watersports and beach lifestyle markets.


SAN JUAN CAPISTRANO, CA – May 7, 2019- In anticipation of the upcoming September show in Orlando, Florida, Surf Expo today launched an evolution of the brand’s visual identity.

Surf Expo SVP and Show Director Roy Turner explained, “Our goal was to create a visual identity for the show that reflects and describes who we are today, and the markets we serve.  The new branding brings to life Surf Expo’s two pillars; Watersports and Coastal Life. Watersports includes the product categories Surf, Wake, Bluewater, Paddle, Wind and Skate, while Coastal Life features Swim, Boutique, Resort, Coastal Gift, Souvenir and Footwear.”

Since the debut of Surf Expo as a “surfboard show” more than 43 years ago in Cocoa Beach, Florida, the markets it serves have continued to expand. “We are seeing the beach lifestyle markets, with our deep roots in surfing, expand from saltwater coastlines to all shorelines including oceans, lakes, rivers and more recently, man-made water & wave parks. Our new branding better reflects how we serve our individual markets and how those markets offer crossover opportunities as we continue to be the Premier Watersports and Beach Lifestyle B2B Marketplace,” Turner added.

The new branding will be unveiled at the show’s new location in the West Concourse at the Orange County Convention Center. The West Concourse has been updated since Surf Expo was last held there in 2015. Surf Expo’s floorplan in the West Concourse will feature five front entrances to the show, for maximum visibility, easy access and walkability for retailers to get their buying accomplished.

A key new event to launch at Surf Expo September is Waterfest- an outdoor festival experience and kickoff event for the show. The event will feature music, food and 40 of the newest and best products and brands. Waterfest will be an opportunity for retailers and media to experience the brands and interact with the teams in a casual, outdoor environment.

“We’re curating the newest & most unique brands from across the Watersports and Coastal Life segments. Waterfest will include hard goods, apparel, accessories (sunglasses, towels, umbrellas, chairs, outdoor toys), consumables and bikes in addition to hard goods like SUPs, canoes and kayaks that can be tried out on the water,” said Surf Expo Category Manager Ken Andres.  “It’s a fun new buying opportunity for our retailers, and our exhibitors are excited for the additional chance to connect.”

In addition to Waterfest, the show will host the 16th annual Wakeboarding Magazine Wake Awards on Thursday, September 5.

More information about Surf Expo, Surf Expo Waterfest and the Wake Awards can be found at

About Surf Expo:

Surf Expo is largest and longest running watersports, beach and resort lifestyle tradeshow in the world. Produced twice annually, the show draws buyers from specialty stores, major chains, resorts, cruise lines, marinas and beach rental companies from across the U.S., the Caribbean, Central and South America and around the world. Surf Expo features approximately 2,000 booths showcasing apparel, hard goods, accessories and gifts, as well as a full line-up of special events, fashion shows, and annual award ceremonies. Surf Expo is a trade-only event. The next show will be held January 8-10, 2020 and September 10-12, 2020 at the Orange County Convention Center in Orlando Florida. connect on or Instagram @surfexpo, Twitter @surfexpo and Facebook @SurfExpoOrlando.

Surf Expo is owned by Emerald Expositions, a leading operator of business-to-business trade shows in the United States. The company currently operates 60 trade shows, as well as numerous other face-to-face events. In 2018, Emerald’s events connected over 500,000 global attendees and exhibitors and occupied nearly 7 million net square feet of exhibition space.

For more information on Surf Expo visit

Media Contact:

Amy Dufour