The Atlanta Shoe Market (TASM) is entering a big transition year, as its venue undergoes a major renovation. However, that’s having little effect on its momentum.
Executive director Laura O’Brien said over 1,800 brands are slated to exhibit at the footwear trade show’s next event on Feb. 14-16. And retail buyer pre-registration is up roughly 7 percent from the previous year.
“It’s an exciting time for the show,” said O’Brien, who was inducted into FN’s Hall of Fame in December.
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As previously reported, the Cobb Galleria Centre, which has hosted TASM since 1996, began construction last year on a project to demolish the mall portion of its complex and replace it with more state-of-the-art event and meeting spaces.
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While the work continues, TASM has altered its upcoming February and August events, moving several show elements to new locations within the Galleria convention center and the adjacent Renaissance-Waverly Hotel. That includes shifting the registration desk to the rotunda at the Galleria’s main entrance, while the daily luncheon is relocating to the hotel restaurant, and the Retailer Lounge can now be found in the hotel’s Grand Ballroom.
Additionally, the National Shoe Retailers Association seminar and the Two Ten WIFI cocktail mixer (which both take place on Sunday, Feb. 16) will now be held in the hotel’s Kennesaw Ballroom.
Most notably, roughly 40 brands that normally exhibited in and around the Galleria mall area are taking over meeting spaces and ballrooms in the Renaissance-Waverly. Some of those vendors include Birkenstock, Consolidated Shoe Co., Crocs, Frye, Jeffrey Campbell, Marc Fisher Footwear, Sam Edelman, Sorel, Ugg and more.
To get out the word about the changes, O’Brien has sent numerous email communications to attendees, sharing the various floorplans and layouts.
As for the relocated companies, they’re taking it all in stride.
Laura Fish, merchandise manager for Spring Footwear Corp.’s L’Artiste and Azura labels, said the company’s “key accounts” showroom has been moved to the hotel meeting rooms due to the renovations, but “at this point in time, we currently don’t view it as disruptive.” (Spring Footwear’s primary booth in the main exhibit hall is not impacted.)
Others are making the most of the situation.
Consolidated Shoe Co., which previously occupied a sprawling space in the mall atrium, is building out a new booth in a strategic spot in the Fashion Plaza.
“The move from the atrium presented challenges, but it also created a rare opportunity to reintroduce [our] Back 70 [label] in a way that truly reflects where the brand is today,” said Kristina Corson, creative and marketing director at Consolidated. “Our new location at the top of the escalator allows us to present the brand’s evolution and point of view with greater intention — inviting retailers into a more immersive, story-driven experience that feels both elevated and distinctly Back 70.”
Other aspects of this month’s trade show will remain unchanged. For instance, there will be few alterations to the Main Hall and Fashion Collection exhibition spaces in the Galleria.
And TASM will again hold its Cocktail Party & Casino Night at the Cobb Energy Performing Arts Centre, from 6-9:30 p.m. The event is complimentary to all attendees with a valid badge and will feature an elaborate buffet and entertainment by Powerhouse Band.
As for the Grand Ballroom and Fashion Plaza sections in the hotel, those areas could actually benefit from the layout shifts, according to O’Brien. Exhibitors there are expected to see a significant spike in traffic, because attendees must walk past those booths to get to and from the new luncheon space and meeting rooms. As a result, O’Brien has suspended the “Walk the Floor Challenge,” a contest that was aimed at encouraging retailer visits to the area.
“The people who never knew those booths were [in the hotel] are going to be in awe when they walk over there,” said O’Brien, who added there are roughly 180 booths in those spaces.
Heading into the show, O’Brien said the overall mood is upbeat among exhibitors and retailers. “They were worried [the fall and holiday seasons] were going to be bad, and everything came out on the positive end for them, so that’s been good,” she said.
However, there is still caution in the air, O’Brien added, especially around economic pressures for consumers and businesses. Inflation continues to be a persistent issue in the U.S., and President Donald Trump’s tariff policies remain in flux, as last month brought heightened tensions with European trade partners.
“It changes day to day. The thing that’s top of mind right now is just staying positive,” said O’Brien.