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Retailers / Industry Day

Thursday, April 20, 2023 is recognized as Industry Day at the 2023 Life Time Sea Otter Classic and is open to consumers and industry visitors.  

NEW for 2023 we are extending complimentary 4-day Festival Passes to qualifying cycling and outdoor retailers and buyers. Regarded as the world’s premier cycling festival, this four-day “Unabashed Celebration of Cycling” also plays host to the world’s largest consumer bike exposition.  

The Sea Otter Expo, hub of the event, welcomes over 1,000 exhibiting brands.  No other event in North America provides retailers access to so many vendors and established brand partners.  Take this opportunity to witness first-hand how consumers engage with your products.  

The 33rd Annual Life Time Sea Otter Classic Presented by Continental takes place April 20-23, 2023 at the Laguna Seca Recreation Area, Monterey, California. 

NEW! NBDA P2 Workshop Sea Otter Classic

Thursday April 20th, Casa Amigos Tent

7:00 a.m.- 2:30 p.m.

$300 per Retailer – includes coffee, snacks, lunch and gift bag.

Join the National Bicycle Dealers Association and fellow retailers in a workshop focused on profitability and peer to peer learning. The NBDA is well known for driving retailer success with its peer group program known as the P2 Profitably Project. This 1-day intensive workshop modeled after the peer group foundations from the formal project,  includes specific meeting time to dive deep into key issues facing retailers today. Group discussions on Business Foundations, Store Layout and Design, Service Center Profitability, and Customer Acquisition combined with small group sessions will allow participants to deeply analyze their retail location, learn from others, and walk away with insights to grow profitability and drive your business into the future.

Pre-register on the NBDA Website

Retailer credentials will be issued to a company that meets the following criteria:

-The core business is to sell cycling and outdoor consumer goods directly to the end consumer via storefront, catalog, television or online.

-The company must own the merchandise it sells.

-The retailer must be able to provide a business card confirming its status upon request.

– The company is a Solution Provider; a company whose core business is to provide products, services or solutions to retailers. The company runs a website, provides an ecommerce platform, and/or processes transactions on behalf of a retailer as a third-party. While an individual consumer could purchase a product, most of the customers are businesses. 

-The company is a Consumer Service company; a company whose core business is providing services to the end consumer. Examples include rental services, bike sharing, subscription services, streaming services, etc

Industry related coffee shops & cafes are included in this definition.

Two (2) complimentary four-day festival passes per company or physical address. Large retailers can contact if more are needed. 

Invitation to Industry Networking Social – Thursday, April 20, 3-5 p.m. PT –  to be held at Casa Amigos. Details will be emailed. 

All retailer credentials will be available for pick-up beginning Wednesday, April 19, 2023 at noon in the Media Center. If arriving after Wednesday, please pick up your credential at Will Call upon entry to Laguna Seca. There are two Will Call locations at the Sea Otter Classic.

    1. Athlete Registration Building
    2. South Boundary Road entry

We recommend that you pick them up at the S. Boundary road location so that you don’t have to park on Wolf Hill prior to pickup.

Will Call Hours:

Wednesday noon to 6 p.m.

Thursday–Friday 7 a.m. to 6 p.m.

Saturday 6 a.m. to 5 p.m.

Sunday 6 a.m. to 11 a.m

  • Photo ID is required for credential pick-up.
  • Your credentials may not be picked up for co-workers or friends.
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