MAGIC Vegas is the world’s largest fashion marketplace. It takes place every August and February, spanning three days and covering 11 different communities across the city. But it’s more than a convention In reality, MAGIC is a model of how a city and event can work together. Las Vegas has embraced the event and turned it into one of the best times to be in Vegas. Celebrities, businessman, designers and the fashion industry in general come together for nearly a week of showcasing the trends, making international connections and straight out partying. The convention can be overwhelming for such large event, as there is such a bevy of events, seminars and parties in a variety of locations.
So to make things easier, the MAGIC planners are offered touchscreen kiosk with interactive show planner and a mobile app. Participants can go online to access the desktop version of the show planner or use the kioks thru out the event. They can also download the app on either their iOS device or Android, and then sync with the show planner to have all the information on the go.
The show planner and mobile apps became a necessity, says Tony Calanca, executive vice president of exhibitions for Advanstar, which puts on MAGIC.
A report came out last year that some conventions were considering moving their trade events away from Las Vegas because the convention center’s technology was subpar compared to other locations. Calanca and other event executives met with the Las Vegas Convention & Visitors Authority and the city vowed to make improvements.
More than 85,000 fashion conscious buyers, sellers and vendors hit the city from 120 different countries, and their impact is estimated at nearly $80 million. Although the first leg of the convention was Feb. 16-18 (the second leg is in August), it kicked off a day early with receptions, cocktail hours and a special gathering at the Marquee Nightclub in the Cosmopolitan. Las Vegas turns into a fashion feast, as you never know whom you will see – Pharrell Williams, Kanye West, Britney Spears – and meet and connect with. Buyers, vendors, designers and manufacturers come from Japan, Korea, France… just about every civilized country is represented, as well as, of course, a plethora of stateside participants, all hoping to make their mark.
“MAGIC committed to Las Vegas in the early years as we were evolving into a meetings and convention destination,” said Rossi Ralenkotter, president and CEO of the LVCVA. “We appreciate their long-standing commitment to Las Vegas and their roles in supporting thousands of local jobs and contributing hundreds of millions of dollars into the local economy, which helps fund schools, roads and parks.”
MAGIC executive Tony Calanca adds that the city embraces convention attendees.
“MAGIC is about connection. Our business is about bringing together our attendees with our exhibitors,” Calanca said. “Our partnership with Las Vegas allows us to provide the best place to conduct the business of fashion. We’ve enjoyed a long-standing relationship with Las Vegas.”
Vendors come from all over the world to showcase the latest in apparel, footwear, accessories and manufacturing. Luxury brands, celebrity lines and the latest trends in fast fashion are all showcased in the following areas:
- Project (contemporary men and women’s fashion at Mandalay Bay)
- The Tents (luxury and designer collections for men @ Mandalay Bay)
- WWD Magic (Women’s Wear Daily – young contemporary, juniors, sportswear and accessories @ the Las Vegas Convention Center)
- FN Platform (footwear for men, women and children)
- Sourcing (technology, manufacturing, materials @ LV Convention Center)
- Project Women’s (women’s fashions only @ Mandalay Bay)
- The Collective (branded and licensed apparel for men and woman @ Mandalay Bay)
- Pool Trade Show (boutique ready fashions and accessories @ Mandalay Bay)
- WSA @ Magic (fast fashion footwear for men, women and children @ Las Vegas Convention Center)
- Playground (contemporary fashion for children @ Las Vegas Convention Center)
- Curve NV @ Magic (lingerie and swim fashions @ Las Vegas Convention Center)
And then, in August, they do it all over again.