The luxury industry is buzzing about what insiders are calling the next BIG high society “it” event! According to JustLuxe, Haute Miami will host a luxury exposition that features a super-sized land-and sea-based European-style luxury exposition that is the first uber-luxe fair of its kind to occur in the U.S. Also featured will be a grand scale dual-site luxury fair being held aboard the SeaFair and at the Miami Beach Convention Center.
Over 188 of the world’s most prominent luxury brands will appear at the SeaFair docked on Millionaire’s Row. The honored attendees will get to board the fourth largest private yacht in the world, featuring twenty-eight exhibitors displaying space on the $40-million custom-built vessel, while the MBCC will feature 160 exhibitors, including a fashion theater. The SeaFair will be where the majority of the event’s special programs and shows will take place. The event is expected to attract more than 20,000 attendees and runs from January 8 – 11, 2009.
Haute Miami Expo Features:
A cosmopolitan ambiance with lavish exhibits for private aircrafts and yachts, Eco-luxury firms, collectible art, fine wines, high-end electronics, lifestyle management and Eco-Luxe. Many of the exclusive products will stem from international merchants that currently do not distribute their goods in the U.S. In addition to the exhibits, fashion shows, dinner parties, galas, charity events, soirées, special-tasting gatherings, and several surprising red-carpet events are on the show’s docket.
PR Concept:
The publicity concept marketed for Haute Miami is modeled after European-style promotions that are usually hushed on specific details to further heighten the entertainment value of the event. The organizers for the event are the very best in the business, David and Lee Ann Lester. Which they have organized more than 45 international expositions worldwide, bringing numerous European-style fair formats to the U.S. and abroad. They are also the organizers of the only 5 star art & antique fair in North America. Their monumental gatherings for the affluent have attracted more than one million attendees.
Target Market Analysis:
There are many reasons why Miami was most likely selected but wealth is the primary reason. CEO Rick Jacobs cites that the economic climate of Southern Florida was key in the firm selecting Miami Beach. “Twenty-five percent of the world’s wealth is in Florida during the winter season. Miami Beach is an island that receives a huge influx of Europeans, especially during the winter season,” stressed Jacobs.
Research Data:
A Local-shopping mall reported that last winter one out of every two purchases using a credit card was made by cardholders with international addresses. Next to NYC, Miami has the second largest banking and financial community in the U.S.; it has the largest banking community south of New York. Southern Florida is also home to some of the richest communities in the world, such as La Gorce Island, Millionaire’s Row, Fisher Island, Palm Island, Star Island, Naples, Palm Beach, Marco Island, Williams Island, and Coral Gables. According to a report by UBS, Miami is ranked as the fourth richest city in the country.
If you market a high-end luxury product you will not want to miss this event! This is the “It” event for the luxury industry! We will see you there.