Not every trade show is going virtual this quarter. A few, like the Surf Expo, are bucking the trend, beefing up COVID-19 protocols and proceeding with a live event. Billed as the largest and longest-running board sports and beach/resort lifestyle trade show in the world, Surf Expo was held from Jan. 6-8 in Orlando, and the modified event included mandatory masks, temperature checks and other measures designed to keep attendees safe.

It was a much smaller affair than in years past, with 321 registered exhibitors, as opposed to 2020, which boasted more than 1,000 exhibitors and more than 28,000 attendees. As of Jan. 22, event officials had not yet released attendance figures for the 2021 show.

Christopher Bernat, chief revenue officer of supplier Vapor Apparel (asi/93396), estimated that the event was about 40% of the size it’s been in previous years – noting that the people who did show up were serious about doing business. Vapor Apparel has exhibited at Surf Expo for many years, to show off its sun protection clothing.

“I think the people who managed the event did a very good job of making people feel comfortable and safe,” Bernat says. “Everyone did a good job of acting like an adult. I didn’t see anyone thumbing their nose at the mask requirements.”

The Surf Expo made a number of changes to increase safety during the event, says Danica Tormohlen, an independent journalist who’s been covering the trade show industry for more than two decades. Show entrances were limited, and guests had to have their temperature checked and were given a color-coded wristband to show they’d been counted before being admitted to the show floor.

There were limited access points/entry doors for #surfexpo at the ⁦@OCCC⁩. Upon entering the building, attendees completed daily thermal temperature screenings and received a different colored wristband for each day. Here’s what the process looked like. pic.twitter.com/HipqJaq3yu

— Danica Tormohlen (@DanicaTormohlen) January 7, 2021

The check-in process was also more rigorous for exhibitors, Bernat says, noting that everybody in their booth was required to show an ID to pick up their badge, whereas historically, one person could go pick up all the badges for the booth.

Masks and social distancing were required, and were reinforced with ample signage – from floor stickers to staff members walking the show floor holding signs reminding people to stay masked. The expo eschewed the typical aisle carpeting, to make disinfection easier. “They disinfected the hall throughout the day,” Tormohlen says. “You could see convention center staff constantly cleaning.”

Another safety measure: The Surf Expo didn’t hold special events, like group meals or happy hours, Tormohlen says.

A peek at what registration looked like on the morning of Day 1 at #surfexpo pic.twitter.com/uAE0xvrEmw

— Danica Tormohlen (@DanicaTormohlen) January 7, 2021

“It felt safe to me personally, and I also didn’t hear any feedback from the people on-site that they felt uncomfortable,” Tormohlen says.

Bernat says that going into the event, it seemed like there was some trepidation, and people with somewhat bemused looks on their faces. “At the end, there were a lot of people like, ‘Wow, we pulled this off,’” he says.

This isn’t the first live show that Emerald, the company that runs Surf Expo, has organized since the coronavirus pandemic began. Back in November, they held the International Gift Expo of the Smokies in Pigeon Forge, TN.

Emerald reported then that the number of exhibiting companies was down 60%, though buyer attendance was down only 30%. Lori Silva, executive vice president of Emerald’s retail group, called that show “a positive first step forward for our industry as a whole.”