Progressive International Motorcycle Shows reveal uptick in new attendees, sales

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If the numbers at the Progressive International Motorcycle shows demonstrate any outlook for 2011 at all, it’s that this year, attendees are looser with their wallets, and are much more interested in buying motorcycles and related products than last year. Time spent on the show floor also has increased dramatically: from 2.65 hours to 3.6 hours depending on location, as opposed to last year’s 2.2-hour average visit.

With four shows left in the tour schedule at press time, we offer the following statistics for the shows so far:

Dallas: Attendees spent an average of three hours on the show floor, bringing more friends and family with them. On average, attendees in a group grew to 2.5 members, up 19 percent from the 2.1 members average from last year. About 61 percent of Dallas attendees said they plan to purchase new motorcycle products or accessories within the next 6 months, while 33 percent are in the market for a new vehicle within the next 12 months. Twenty-seven percent were attending the show for the first time, signaling an increased interest in riding from newbies to the industry.

San Mateo, Calif.: This show attracted 29,680 attendees, 21 percent of them first-time attendees, and 26 percent of them women — a 35 percent increase from the number of women last year. Attendees also spent an average of 3.6 hours on the show floor, a 63 percent increase from last year. On average, attendees spent $199 per person on the show floor, as opposed to $119 last year — a 67 percent increase. In total, 85 percent of attendees made at least one purchase.

Seattle: Attendees spent an average of three hours on the show floor, an increase of 35 percent over last year. Seattle attendees also spent more: about $129 per person, up from $94 last year — a 37 percent increase. In total, 76 percent of attendees made at least one purchase at the show, up from 56 percent from last year. There were 29,099 attendees total, with 23 percent attending the show for the first time.

Long Beach, Calif.: The 47,916 attendees lingered on the show floor for an average 3.6 hours, an increase of over 63 percent from last year. Long Beach attendees also spent an average of $216, up 35 percent from last year’s $160 per person. Eighty-six percent of attendees made at least one purchase this year, up from 68 percent last year. In total, 26 percent of attendees were visiting IMS for the first time.

Novi, Mich.: The Novi tour stop showed a 20 percent increase in attendees perusing the show floor — an average time spent of 2.65 hours. About 68 percent of the 31,442 total attendees plan to purchase motorcycles or motorcycle products within the next six months. On average, these attendees spent an average of $122 per person on the show floor, up from $97 last year — an increase of 26 percent. About 28 percent of the total attendees were there for the first time.

This story originally appeared in the Dealernews February 2011 issue.