"Some of my first memories in the auto show business were as a teenager taking tickets and parking hot rods at the Car Craft Magazine Street Machine Nationals in the early '90s."
2003 - 2010 // The Promotion Company & Family Events
2010 - 2014 // The Promotion Company & Family Events
2014 - 2018 // Bonnier Corporation Events Division
2018 - Present // Lodestone Events - producers of Overland Expo
Mar 2019 - Apr 2020 // MotorTrend Group
"You could say that the automotive industry is in my blood. My siblings and I worked summers for our dad's event production company - The Promotion Company & Family Events - since I can remember. We all started in the business from the ground up. Some of my first memories in the auto show business were as a young teenager taking tickets and parking hot rods at the Car Craft Magazine Street Machine Nationals in DuQuoin, Illinois in the early '90s.
I was a bright-eyed and bushy-tailed 18-year-old when I first stepped foot on the SEMA Show floor - accompanying my dad (my mentor) to learn his sales techniques and to network with his industry pals. I was awestruck by the energy of the industry - fueled by innovation, networking and business partnerships. My passion for the automotive aftermarket really ignited after that first SEMA Show.
I never would have dreamed that 20 years later, industry leaders would be some of my dearest friends, that I'd have decades of event management, business ownership and SEMA volunteerism under my belt and that I'd be running for a seat on the SEMA Board of Directors."
After Lindsay came on as a full-time sales rep for The Promotion Co & Family Events, she was off and running on the auto show event circuit selling sponsorships and booth space, brokering marketing deals that paired manufacturers with the automotive enthusiast audience, and working alongside a team of incredible event professionals to produce some of the largest and greatest car and truck shows of our time.
Lindsay quickly grew into an integral team member for the company and eventually worked her way into a key sales & marketing, acquisitions, and business strategy role within Family Events.
Family Events owned and operated the following event series' at the time:
HOT ROD Magazine Power Tour
In 2002, The Promotion Company & Family Events was tapped to produce the HOT ROD Magazine Power Tour - this growing, yet still small, touring car show concept that the Hot Rod editors had started years earlier as an editorial project. Over our 10+ years of event production, logistical execution, marketing + promotion, sales strategy + development, the Hot Rod Power Tour became the largest event of its kind and a bucket list event held in the highest regard for hot rod enthusiasts internationally. In 2014, the last year the Family Events team produced the Power Tour, the event drew 100,000 spectators and more than 5,000 hot rods along the 7-day, 7-city 1,600+ mile tour.
CAR CRAFT Magazine Street Machine Nationals
During this time, the Family Events team also produced the Car Craft Magazine Summer Nationals in Minneapolis, MN - another epic automotive event drawing more than 75,000 spectators and over 5,000 muscle cars from all over the country.
ROD & CUSTOM Magazine Americruise
Family Events also produced the ROD & CUSTOM Magazine Americruise, an event that encouraged fans to put their hot rods and customs to the test on autocross courses, brake-stop challenges, and more. Key manufacturers hosted tours from each coast that culminated in the event held in Lincoln, NE.
Family Events acquired Off-Road Expo in Pomona, California post-2008 financial crisis. At the time, the event was struggling to produce a qualified buying audience and was beginning to lose exhibiting clientele as a result.
By 2010, Lindsay and the team at Family Events had revived Off-Road Expo, growing it back to being one of the largest and most influential public trade shows in the automotive aftermarket industry.
In 2014, Family Events was acquired by enthusiast magazine publisher, Bonnier Corp - the US Division of Swedish media company, Bonnier AB. For the next four years, under Bonnier’s event division, Lindsay served as a visionary and lead revenue generator for the events division, becoming instrumental in the company’s growth.
Sand Sports Super Show
Lindsay identified and delivered a strategic growth plan that featured acquisition opportunities which Bonnier acted on in 2016 when they acquired the Sand Sports Super Show. This acquisition increased the Events Division's annual revenues and expanded Bonnier's reach into the Powersports Industry. Lindsay's team oversaw the acquisition process including the identification of targets, execution of transactions and negotiation, and management of post-merger integration.
Growth Opportunities + Reorganization
Through 2017 – 2018, Lindsay and her team oversaw the Event Division's growth strategy and reorganization. These actions resulted in increased revenue, lower expenses, and increased margin across multiple segments inside of Bonnier Corporation’s expansive event portfolio.
At the end of 2018, Lindsay co-founded Lodestone Events - an event production company with core competencies in event planning & logistics, marketing & communications, and sponsorship & exhibitor sales.
Lindsay and the Lodestone Events team identified overlanding as a growth segment of the automotive aftermarket and saw an opportunity to expand its reach into crossover markets such as outdoor and adventure travel. Lodestone acquired the Overland Expo series in 2019 and produced the largest Overland Expo in history in May 2019.
COVID-19 + The Pivot: Virtual Event Successes And Silver Linings Of 2020
In an environment riddled with uncertainty and concerns about gathering large groups due to the spread of COVID-19, a live events company has to do quite a bit of soul searching to figure out how they can stay relevant to their community.
In response to COVID-19 shutdowns, the Lodestone Events team rallied. Lindsay and the team launched a curated editorial channel and used social media to both amplify individual overlander voices throughout the year and inspire their followers with content from across the community. They also launched a successful virtual event series, connecting fans with the series' tremendous network of presenters, instructors, and the incredible brands that provide the products and services to allow overlanders to explore more and adventure further.
Today, Overland Expo is not just an event series, but also a trusted authority on Overlanding, an ambassador for the community, and a powerful digital conduit between that community and the industry.
Outside Adventure Expo
In 2021, Lodestone Events launched a new event leveraging the power of the Overland Expo brand combined with the growth of the outdoor + active lifestyle segment. Outside Adventure Expo brings together the outdoor + active-lifestyle community with the overland + adventure travel community - both of which are growing rapidly in Utah.
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