Winter 2020 - 28

*Noted
S
pearheaded by the Greeting Card Association
(GCA), *Noted shook up the industry and
the very trade show concept with its Brooklyn
debut last spring. Now the event, created by our
community for our community, is gearing up
for its second edition in San Francisco May 1-3.
To learn more, I interviewed the two amigos
leading the charge: George White, GCA President,
as well as President and COO of Up With Paper,
UWP Luxe and Jumping Jack Press; and John
Smyth, GCA Executive Committee Member and
one-half of the brother-sister team of A Smyth Co
Greeting Cards.
Clockwise from
upper left: Kitty Meow
Boutique, Warren
Tales, Dahlia Press,
Good Paper and
Biely & Shoaf are but
a few West Coast
publishers showcasing
their ready-to-swoon
designs at *Noted.
28 Winter 2020 | STATIONERY TRENDS
The Festival Pavilion at Fort Mason offers an idyllic
environment to celebrate greeting cards.
|
BY SARAH SCHWARTZ
EDITOR-IN-CHIEF
TAKES OUR EDITOR'S QUESTIONS
SS: How does *Noted differ from traditional
trade shows?
JS: Making *Noted different was the goal from
day one, along with bringing humanity back to the
trade show. We wanted to create a space in which
everyone could easily connect as humans, discover
and sell product.
GW: *Noted is a happening - an experience. It's
the only event of its kind created by makers and
100% focused on greeting cards. There's a unique
emphasis on products and people that you don't
get anywhere else, and the makers are making all
the key decisions about the event.
SS: What did the GCA determine from the first
edition of *Noted that could be improved - and
how have these lessons been implemented into
Noted 2020?
JS: First, it's hard to launch a new event in nine
months. Our biggest hurdle was getting the word
out and helping everyone understand the concept.
Everything else we knocked out of the park.
GW: Totally agree. We ended up creating a very
well-received event, which came off without a hitch
and was easy - humane! - for publishers, but we
had too few retailers attend to call it a 100% success.
We're addressing this for *Noted 2020 by using the
peer-to-peer connection all of the GCA members
have to spread the word. Mailers are currently going
out to thousands in the retail community, and we're
also talking to the savviest media people in our
industry - like Sarah! - to help spread the word.
SS: Please share details about the upcoming
San Francisco show!
GW: The Festival Pavilion at Fort Mason is a
beautiful, light-filled pier extending into the North
GCA Executive
Committee Member
John Smyth, left,
and GCA President
George White
San Francisco Bay. We're resurrecting the popular
Pitch Program, allowing exhibitors to directly
pitch their lines to top retailers and sales reps.
Paper Source, Paper E. Clips, Dan Collier of Daniel
Richards, Papyrus and Daisy's of Alameda are
already signed up! Exhibitors have to apply by
January 31, and we'll randomly pick participants
soon after, so sign up now! Oh, and of course
donuts! I worked really hard to find the best donut
in San Francisco - somebody had to do it - and
Bob's Donuts will deliver.
JS: We're also bringing back the loungecentered
floorplan, great educational sessions
and an opening night party to celebrate the
LOUIE winners.
SS: What will retailers and buyers experience
at *Noted that they may not be expecting?
GW: A clean welcoming environment focused on
the product and the people. Longer conversations;
more detail; more 'how can we help each other'
discussions.
JS: An experience where you don't feel visually
abused at the end of the day, where you discover
great product for your store and make great
personal connections. One thing you won't find:
Exhibitors trying to plug their lights in. We do that
for you. Well, not George and me personally, but
our team!
SS: What kind of successes did smaller makers
experience at the Brooklyn *Noted?
JS: We had 10 to 15 makers launch their lines at
*Noted, and a few received orders from large stores
like Paper Source and Anthropolgie. Even with low
attendance, overall the buyers were very focused
and placed orders.
GW: We also facilitated a lot of beneficial
publisher-to-publisher and publisher-to-supplier
connections.
SS: Anything else you'd like to share?
JS: If you buy or sell greeting cards, *Noted is the
place to be! We've also put a lot of effort into our
Instagram account to connect our community. Join
the conversation at @noted_expo.
GW: If you think you want to buy or sell greeting
cards, come join our fabulous community! S T
Winter 2020

Table of Contents for the Digital Edition of Winter 2020
