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"It is our belief that, working together with vested interest for both parties, ASR and SIMA can better serve the interests of all surf companies and offer an incomparable trade-show experience," Loechner said.

In order to strengthen its role as a provider of educational programming, SIMA will now assist in the creation of seminars and conferences offered at all endorsed ASR shows and will receive co-branding. In addition, paid members of SIMA will receive a number of key benefits as a part of the agreement. ASR will continue to provide meeting space for the SIMA hospitality suite at all SIMA-endorsed shows where members can send faxes, make copies, get coffee or hold meetings - all free of charge. Other benefits being offered to paid SIMA members include a discount on the purchase of the ASR retail attendance disk for each show and one free badge credential for SIMA board builders per company not exhibiting at the show. Plus, along with key factors such as tenure, product, category and exhibit size requirements, paid membership in SIMA will be considered into final show layout within the surf category for each member company.

"Our main goal in negotiating this new agreement was to be sure that it not only served the interests of the industry, but offered real benefits to individual companies," said Joel Cooper, chairman of the SIMA Trade Show Committee and CEO of Lost International. "ASR has truly stepped up to meet that challenge, and the SIMA Trade Show Committee is proud of what it has accomplished on behalf of SIMA and its member companies."

For ASR, the expanded partnership with SIMA means increased and more aggressive marketing of its SIMA-endorsed shows - especially the new ASR Fall Show - to key industry exhibitors through SIMA's communication channels. As part of the agreement, SIMA will work more aggressively toward growing retailer attendance - an objective that ultimately benefits exhibitors by increasing show traffic and buyers on the floor. In addition, ASR has expanded its role as a prime contributor in the surf industry with the new agreement. For the next 10 years, ASR is financially committed to the top sponsorship level of support for SIMA's annual industry conference, Surf Summit, and SIMA's annual environmental fund-raiser, Waterman's Weekend.

"ASR applauds SIMA's firm commitment to both the natural environment, which it seeks to protect for the enjoyment of future generations, and the business environment, which it seeks to better for the sake of the U.S. surf and action sports industry," remarked Kevin Flanagan, group trade show director for ASR.

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