Denver International Western/English Apparel & Equipment Market

Passing the security check at the Denver International Western/English Apparel & Equipment Market you enter a long hallway with permanent vendor showrooms on either side.  Security is an important factor here because like all industry conventions and conferences, the WESA Market is open to insiders only, insiders in this case being the manufacturers and retailers.  A rainbow of colorful badges is the first and most visible element of credentialing of those at the show.  The lime green tags are by far the most common.  They all read “buyer” across the top.  Vendors wear red or blue tags that are labeled “exhibitor”.  There are yellow and orange tags identifying sales associates and white ones identifying staff, who are constantly scurrying around, trying to lubricate the gears that make the show run.

The walls of the corridor are lined with magazine dispensers.  At first glance the magazines can be “Time”, “Newsweek”, “People” and the like.  But pausing to take a glace at the free to pick up publications, one realizes that the cover tends to sport a Stetson-hated cowboy and his steed.  Titles like “Rodeo”, “Western Horseman” and “American Cowboy” face the attendees and, upon a longer glace, there are less familiar publications such as “True West”, “Tack ‘n Togs”, “Cowboys & Indians”, “Horse Illustrated” and “Beef” to be found.  There is a momentary hesitation to reach down and pick up a copy of “Beef” to see what it’s all about.  On the cover is an older gentleman wearing a Stetson and a button-down shirt, riding a white appaloosa.  Flipping the magazine open reveals articles such as “Beef Crystal Ball”, “Bad Advice” and “Clean Green Beef”.  The ads are all, you got it, beef.  It is, without a doubt an all beef publication.  Probably not a mainstream publication, but there’s no doubt that it has a very strong niche market.

The attendees are a breed onto themselves.  You stand out if you don’t wear boots and a cowboy hat, whether you’re a boy or a girl.  Some women have high heels as if attending an evening gala and a few have ubiquitous Texas big hair.  There’s a sea of plaid and sequin shirts and jeans, ranging from well loved to brand new.  There’s a handful of suits in the crowd, all standing out like sore thumbs.  Here, if you’re not wearing cowboy duds, you’re better off wearing jeans and a t-shirt or a sweater.  Adding a big belt buckle will go a long way to helping you blend into the crowd.

Visiting the vendor booths offers a distinct array of merchandise.  There’s everything here that one would need to be a well dressed cowboy and everything that one would need to have a well equipped horse.  Other items include food and preserves, tools, a vast assortment of jewelry, purses and bags, cosmetics, animal medical supplies, paintings and western art, furniture and gifts and collectibles.  It’s the gifts and collectibles part that drew us to this show and it was everything else that made us stand back and watch in awe.

[whohit]2014-01-13 A First Impression of WESA[/whohit]