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

In anticipation of the upcoming September show in Orlando, Fla., Surf Expo recently launched an evolution of the brand’s visual identity.

Surf Expo SVP and Show Director Roy Turner said, “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, Fla., 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 and 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 said.

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 and 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.” 

(To register to attend Surf Expo, or for more information, visit

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