Trade show organizer Emerald Holding, Inc, responsible for the U.S. trade show Outdoor Retailer, among others, has acquired all assets of Lodestone Events, a U.S. event production company that owns and operates the Outside Adventure Expo and Overland Expo event series. According to an official statement, the acquisition supports “Emerald and Lodestone’s shared mission to power connectivity, builds on Emerald’s decades of experience in outdoor recreation with its renowned Outdoor Retailer wholesale trade show, and represents the Company’s strategic expansion into the growing business-to-consumer (B2C) event space.”

Lodestone’s flagship event, Overland Expo, is a leading event series for vehicle-based adventure enthusiasts with four events per year in Arizona, Oregon, Colorado and Virginia. Overland Expo event weekends feature hundreds of lessons on overlanding in addition to camping, a film festival, product demonstrations and a public trade show with hundreds of brands selling their products directly to consumers. Overland Expo 2022 was attended by 77,000 consumers, 1,300 exhibitors and 250 journalists. Attendees participated in 1,700 hours of instruction delivered through seminars, roundtable discussions and hands-on instruction in 1,380 courses.

“Formally entering the B2C event space is paramount to Emerald’s corporate strategy of expanding into new and high-growth markets to accelerate top-line growth and unlock significant value for shareholders,” said Hervé Sedky, president and CEO of Emerald. “Adding a best-in-class consumer event series like Overland Expo demonstrates our successful implementation of this strategy and provides Emerald with talented leaders in this space, who together will enable us to continue to advance Emerald’s core services of live event connections, content, and commerce.”

With the acquisition, Overland Expo joins Emerald’s first consumer outdoor show, Outdoor AdventureX, which Lodestone Events puts on for Emerald. Outdoor Adventure X will take place on June 17-18, 2023, at Snowbasin Resort in Huntsville, Utah, the weekend preceding Outdoor Retailer’s business-to-business (B2B) summer show in Salt Lake City.