AIMExpo introduces ‘Custom Culture’ as new brand to reach millennials – “the new economic power in the powersports industry”
AIMExpo has announced the introduction of “Custom Culture at AIMExpo” as a new brand to give coherent identity to the range of initiatives the show continues to develop as it seeks to extend its reach into the Harley aftermarket and evolve an event platform that speaks to millennial riders.
“Custom Culture at AIMExpo” brings together the ‘Championship of the Americas,’ the AMD World Championship affiliate custom bike show, and a range of new features such as the Standard Motorcycle Co. Showcase, “millennial artisans, bike builders and more, developing an added focus on what is the most popular segment for younger millennial riders and do-it-yourself enthusiasts.”
Larry Little, Vice President and General Manager of MIC Events, said that “the Custom Culture movement is one of the most progressive segments in the powersports industry today, being driven by a younger demographic who are often new riders, and is a segment we want to welcome and embrace.
“Custom Culture at AIMExpo recognizes the increasing influence of Generation Y millennial riders and is an important element of AIMExpo’s evolution to engage with and generate enthusiasm among these new riders.”
The inaugural Championship of the Americas builder’s competition in 2015 was a “resounding success for participants and attendees,” according to MIC Events.” With its distinction as a qualifying round for the AMD World Championships at INTERMOT in Germany, it is the destination event of choice for any competitive builder. The 2016 competition will once again consist of four classes – Performance Custom, Street Custom, Retro Custom and Freestyle Custom, from which the winner will join Team America at the 2018 AMD World Championship.”
The ‘Standard Motorcycle Co. Showcase’ is being presented by “one of the leading custom bike builders and industry icons, Jason Paul Michaels. JPM will construct a replica of his new Standard Motorcycle Co-op – Orlando’s first motorcycle-inspired third-space – and will feature some of his own custom builds alongside those of fellow builders, all based around the cafe and bobber styling so popular today.
“The Showcase will also serve as a gathering point for the ‘Championship of the Americas’ builders, making it a great place to get answers to those project questions, take advantage of unique photo opportunities, and be immersed in all things custom.”
AIMExpo will also host “Our Changing Industry, A Millennial Roundtable,” a trade attendee forum on understanding the needs of and relating to this important demographic segment. Hear from leaders in the Custom Culture movement describe their approaches to this new generation of riders, who possess unique desires and preferences in their riding experience, opening the door for new business opportunities that can carry the industry into the future.”
Bob Kay, Custom Culture Director at AIMExpo said that “Millennials are the new economic power, and their preferences of an urban lifestyle and collecting experiences, rather than possessions, poses some great opportunities for those willing to connect.
“Motorcycle customization is an important part of their lifestyle, but with a more functional approach and an openness to just about any platform, without restriction of brand loyalty. It’s an untapped avenue for traditional custom companies to expand their audience and their product offerings.”
Complementing the debut of Custom Culture will be the return of the ‘Made in America’ showcase of exhibitors whose products and services are “created by American ingenuity, which includes numerous custom and V-twin exhibitors. Attendees will also enjoy new product launches from hundreds of exhibitors across the show floor and an expansive demo space at AIMExpo Outdoors!
“The AIMExpo platform creates the opportunity to connect with others throughout the industry at numerous networking events, while dealer attendees can take advantage of the unparalleled curriculum of the Powersports DEALER Seminars presented by PowerSports Business during the two trade days of AIMExpo, October 13 & 14.”
This year sees the show move into the popular North Hall at the Orange County Convention Center (OCCC) at Orlando, Florida, a move that “will provide direct proximity to the popular demo ride component of the AIMExpo platform, ensuring easy access for dealers and consumer attendees.
“AIMExpo Outdoors! will again feature both street and off-road riding experiences from a wide variety of OEMs.”