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Emerald Acquires Lodestone Events, Producers of the Overland Expo Series

The growth of the Overland market segment seems unstoppable and continues to attract the attention of motor vehicle, aftermarket parts, and accessory manufacturers, as well as consumer event specialists who aim to connect producers and consumers. Emerald Expositions LLC recently announced the acquisition of consumer event specialists Lodestone Events, the producers of the long-running and successful North American-based Overland Expo series of adventure travel consumer shows.

It is reported that all current Lodestone employees will join the team at Emerald, with Lodestone founders Jessica Kirchner and Lindsay Hubley joining Emerald’s management team, continuing to lead the Overland Expo series as well as employing their skills to present Outdoor Adventure X, Emerald’s first outdoor consumer event (which will debut June 17-18, 2023, at Snowbasin Resort in Huntsville, Utah).

Emerald’s core business is building market platforms that integrate live events and media. Each year the company connects “over 1.9 million customers across 142 events and 16 media properties”.

In 2022 Overland Expo, touted as the world’s premier event series for adventure travel enthusiasts staged four consumer shows in Arizona, Oregon, Colorado, and Virginia that attracted nearly 80,000 consumer attendees, 1,300 exhibitors, and 250 journalists. In addition to a variety of camping and product demonstrations, “Expo” attendees had access to roundtable discussions, 1,700 hours of classroom-style education, and hands-on instruction across 1,380 sessions.

According to Jeff Davis, group vice president of Emerald,

“Bringing the Overland Expo series of four premier events and Outdoor Adventure X together creates an expansive offering of consumer experiences not seen before in the outdoor community. We look forward to the synergy these iconic gatherings bring to our collective events while creating even greater value for the entire outdoor ecosystem, from manufacturers to retailers and consumers. With the growing demand for outdoor experiences, we are excited to increase the opportunities for consumers to engage directly with their preferred products and brands, as well as discover new gear and opportunities to support their outdoor pursuits.”

Lindsay Hubley, Managing Partner of Lodestone Events said,

“Overland is a growing market segment, recognized and valued by the outdoor industry at large. Overlanders are outdoor enthusiasts and explorers who outfit their vehicles for backcountry adventures, which often include hiking, camping, paddlesports, cycling, and climbing. We’ve spent the last four years enhancing the attendee and client experience at Overland Expo events, developing the brand’s daily digital content offerings, and syndicating the event series into high-demand markets. Our team is more than just consumer event experts; they are passionate about gathering communities of enthusiasts to get trained, outfitted, and inspired for their outdoor adventures. In addition, we are inspired by Emerald’s commitment to connecting enthusiasts with the brands they love in live event environments. We look forward to continuing to enhance the client and attendee experience at events and applying the core business philosophies that have made Overland Expo successful in developing Emerald’s B2C properties.”

Overland Expo joins Emerald’s extensive outdoor and action portfolio of events that includes Outdoor Adventure X, Outdoor Retailer Summer, Outdoor Retailer Winter, The Summit by Outdoor Retailer, Surf Expo, and Shop-Eat-Surf.

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Graeme Bell is an author and explorer who has dedicated his life to traveling the planet by land, seeking adventure and unique experiences. Together with his wife and two children, Graeme has spent the last decade living permanently on the road in a self-built Land Rover based camper. They have explored 27 African countries (including West Africa), circumnavigated South America, and driven from Argentina to Alaska, which was followed by an exploration of Europe and Western Asia before returning to explore the Americas. Graeme is the Senior Editor 4WD for Expedition Portal, a member of the Explorers Club, the author of six books, and an Overland Journal contributor since 2015. You can follow Graeme's adventures across the globe on Instagram at graeme.r.bell