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Affinity Group Inc. (AGI) has expanded its consumer show business division with the acquisition of Royal Productions Inc., a Richmond, Va.-based company which currently produces 12 consumer shows in the boat, home and garden, recreational vehicle and camping markets.
“We approach this acquisition from two directions. It’s not only a good solid profit center and adds to the growth of the company, it also multiplies our distribution channels to the end consumer,” said Mike Schneider, president and CEO of Ventura, Calif.-based AGI, a leading media and marketing company in the RV and marine industries.
The acquisition elevates AGI’s consumer show total to 18 events in eight different cities. With the addition of these 12 shows, and a goal to build and acquire additional shows, AGI has created a new division called “AGI Events.”
“We have a very aggressive plan to expand our show division at AGI,” says Steve Hedlund, president of AGI Events. “The marriage between strong, local RV, boat and powersports shows and AGI’s media and marketing assets creates far greater value for show exhibitors.”
The shows acquired from Royal Productions will form a regional group within AGI Events. The Richmond-based group will be led by David Posner, one of the founders of Royal Productions, who will serve as vice president and general manager.
The division currently produces shows in Virginia, Pennsylvania and the Washington, D.C. area. AGI Events also produces five shows from its Minneapolis, Minn.-based division and one show from its Ventura, Calif.-based headquarters.
“These shows are primarily local businesses, thus the regional office and management structure,” according to Tom Gaither, vice president of AGI Events. “While we intend to harness the marketing power of AGI to strengthen and expand the shows, we also realize that the local relationships with customers and vendors are what make each of these shows unique.”
AGI is parent company to RVBUSINESS.com and RV Business.