Overland Expo (2009), deep dive into the company history

To start here are Five recent overlanding discussion topics with more detail on what’s being said and the sentiment behind them:

1. Social Media & Influencer Fatigue

• What’s being said: There’s growing backlash against YouTubers and Instagram creators who portray overlanding as a glamorous, “perfect shot” lifestyle.

• Tone: Often critical, sometimes outright cynical.

• Example discussion points:

  • Photos and videos showing spotless trucks in remote locations get called out as staged.

  • Complaints that influencers rarely show breakdowns, bad weather, or budget setups.

  • Calls for transparency about sponsorships and paid gear reviews.

2. The Back-to-Basics Movement

• What’s being said: In reaction to the gear craze, there’s a push for minimalist overlanding — focusing on reliable vehicles, essential kit, and skill development over expensive modifications.

• Tone: Encouraging, grassroots.

• Example discussion points:

  • Threads where people show their “$500 setups” or older 4x4s still going strong.

  • Skills like navigation without GPS, bushcraft, and mechanical self-reliance are being championed.

  • Families sharing low-cost, close-to-home overland trips as proof that it doesn’t require big money.

3. Environmental Responsibility & Trail Access

• What’s being said: Concerns are growing about the environmental impact of increased overlanding traffic.

• Tone: Serious and solutions-focused.

• Example discussion points:

  • Overuse leading to trail erosion, litter, and noise complaints from locals.

  • Warnings about areas at risk of closure due to misuse.

  • Promotion of “leave no trace” ethics, organized clean-up events, and sticking to designated tracks.

4. Casual, Affordable Gear Gaining Ground

• What’s happening: Younger overlanders (ages 18–35) are shifting the market toward lightweight, budget-friendly, and lifestyle-focused gear such as insulated mugs, trendy apparel, portable coolers, and compact multi-use items.

• Emerging products: Innovations like portable evaporative coolers (Transcool E3), insulated lifestyle mugs, modular gear items, and EV-compatible accessories are gaining traction.

• Shift in purchasing behavior: Sales of big, costly rigs are tapering, while demand rises for mid-tier products—think multifunctional and affordable, not just expedition-ready.

• Why it matters: This reflects an evolution beyond hardcore off-road setups: a broader, younger audience is embracing overlanding more casually, prioritizing comfort and affordability. It's a call for gear developers and retailers to meet this growing demographic’s needs.

5. Vehicle Build Philosophy – “How Much is Too Much?”

• What’s being said: Heated debates about whether heavily modified rigs are overkill or necessary for safety and comfort.

• Tone: Passionate, sometimes polarized.

• Example discussion points:

  • Purists argue most builds are “mall crawlers” never seeing real trails.

  • Others say investing in comfort and safety features encourages more family participation and longer trips.

  • Comparisons of “stock-plus” builds vs. full expedition rigs, with cost breakdowns and real-world pros/cons.

Product (Pre) Validation Project

We’re in the middle of an exciting product pre-validation. This is a project based around the pre-validation of a brand new product, using AI, photo-realism, concepts etc. This is a first for us, and we hope will lead to a very interesting output, with our chances of successful launch, as well as suggestions for iteration if required. And it takes the guesswork out of product development, before having to fork out big development & prototyping costs. A lot of household brands in other industries are already using this methodology.

I’m happy to have the methodology, process, results etc. compiled into a full research report and make it availability to the community, but there would be a small cost to do so. So, before we get into the expense of doing this, a quick question please:

Overland Expo: From a Thousand-Person Gathering to the Beating Heart of the Overlanding Industry

Back in 2009, overlanding was still something you stumbled into, not something you saw on billboards. The term had traction among explorers, off-road journalists, and a handful of expedition outfitters — but there was no single event where the community could meet face-to-face, trade hard-earned knowledge, and see the gear in action.

That’s the backdrop against which Roseann and Jonathan Hanson launched the very first Overland Expo in Prescott, Arizona.

Founders and the Birth of an Idea

Roseann and Jonathan weren’t event organizers by trade. They were seasoned travelers, conservationists, and writers, with decades of experience exploring Africa and the Americas in vehicles they’d built themselves. Both had published books and countless articles on field skills, vehicle preparation, and natural history. Jonathan’s background as a wildlife biologist brought a deep respect for the environment into their travels, while Roseann’s storytelling skills and cultural curiosity shaped how they documented each journey.

The idea for Overland Expo came from campfire conversations — the recurring wish from fellow overlanders for a single place where the tribe could gather. A place that wasn’t just a trade show, but a living classroom. The Hansons envisioned an event that was part training ground, part campfire circle, and part marketplace — and crucially, one where the culture of self-reliance and responsible travel stayed front and center.

The first event was modest: about 1,000 people, a small set of exhibitors, and a schedule of workshops that included tire repair, water filtration, border-crossing prep, and camp cooking. Attendees came for the gear but stayed for the conversations and skill-building. That community-first approach became the core of the Overland Expo identity.

Growth Years and Early Expansion

Word spread quickly. By 2010 and 2011, the event had moved to Amado, Arizona, to accommodate more exhibitors, a driving skills course, and the first Overland Film Festival. By 2014, the Hansons took the bold step of launching Overland Expo East in North Carolina. This brought the format — and its education-first philosophy — to a whole new demographic of travelers, from Appalachian off-roaders to coastal vanlifers.

Over the following decade, the series grew to include four flagship events:

• Overland Expo West – Flagstaff, Arizona

• Overland Expo East – Arrington, Virginia

• Overland Expo Mountain West – Loveland, Colorado

• Overland Expo Pacific Northwest – Redmond, Oregon

And in 2025, a fifth: Overland Expo SoCal in Pomona, California — which smashed debut records with nearly 19,000 attendees, over 300 exhibitors, and 70% first-time visitors.

Today, across all events, Overland Expo draws more than 66,000 attendees annually. Vendor spaces sell out months in advance, and the events host hundreds of classes, demos, and talks led by industry pros and seasoned travelers.

Ownership Changes and the Emerald Era

In 2018, the Hansons sold Overland Expo to Lodestone Events, a specialist in enthusiast gatherings. Lodestone professionalized operations while keeping the Hansons involved in content and programming.

In turn, Lodestone was acquired by Emerald Holding, Inc., a publicly traded giant in the trade show and events business. Emerald owns over 140 events in multiple sectors, but its outdoor portfolio is significant. Emerald Holding, Inc. acquired all assets of Lodestone Events, LLC, including Overland Expo, for $10.2 million, according to MarketScreener. This acquisition took place on January 9, 2023. Alongside Overland Expo, it operates:

• Outdoor Retailer – the largest B2B outdoor industry trade show in North America

• Surf Expo – a major watersports and coastal lifestyle trade event

• Impressions Expo – an apparel decoration and custom gear event with crossover into outdoor apparel

Emerald’s ownership has brought deeper infrastructure, marketing reach, and exhibitor connections — without stripping away the community feel that made Overland Expo successful. The Hansons remain as Directors Emeritus, keeping a cultural through-line back to 2009.

The Revenue Engine

While exact numbers aren’t public, it’s possible to get a reasonable picture of Overland Expo’s financial footprint.

Ticketing:
General admission runs anywhere from $25 for a single-day pass to several hundred dollars for weekend camping passes or training packages. With 66,000+ attendees annually, ticket sales alone could conservatively generate $3–4 million before factoring in VIP and training add-ons.

Exhibitor Booths:
Booth space rates vary based on location and size, but at major events like West or East, 400+ exhibitors paying anywhere from $1,000 to $5,000 per booth could contribute $1.5–2 million per large event in exhibitor fees alone. Across five events, this could be $5–7 million annually in booth revenue.

Sponsorships & Partnerships:
Top-tier sponsors — often major automotive brands, tire companies, or outdoor gear giants — can pay significant sums for exclusive placement, branded experiences, or demo courses. It’s not unreasonable to estimate low-to-mid seven figures annually in sponsorship revenue.

Total Estimate:
When you add ticket sales, exhibitor fees, sponsorships, and ancillary streams like merchandise and food vendor percentages, the Overland Expo portfolio could be generating $10–12 million annually under Emerald’s ownership — with strong margins, given the event-based model.

For Emerald, the value isn’t just annual profit. Overland Expo sits at the intersection of multiple industries — automotive, outdoor, camping, and travel — which means sponsorship and exhibitor cross-sell potential into their other outdoor and lifestyle events is enormous.

Why It Works

Overland Expo isn’t just a consumer show — it’s a marketplace, a classroom, and a social network rolled into one. Attendees can learn winching techniques in the morning, attend a panel on overlanding in Africa at lunch, test-drive a new truck in the afternoon, and watch a film premiere at night. That balance of hands-on skill-building, product immersion, and community atmosphere creates loyalty that’s rare in the event space.

It also works because the brand has resisted the temptation to strip out the educational side in favor of pure commerce. Hundreds of hours of training sessions — from backcountry medical care to advanced navigation — mean attendees leave with skills, not just swag bags.

From a B2B standpoint, the event offers exhibitors a targeted, high-spend audience. These aren’t casual RV show visitors — they’re people who might drop $50,000 on a truck build or $3,000 on a roof tent. That’s why ROI is often immediate. It’s not uncommon for exhibitors to report hitting sales goals by the first afternoon.

The Road Ahead

The biggest challenge for Overland Expo now is scale without dilution. As overlanding goes mainstream, the event will attract more casual attendees — which is good for business, but requires careful curation to keep the core community engaged. Regional and international competition is also increasing, with other event organizers trying to capture a slice of the market.

But Overland Expo has some moats: longevity, credibility, and a deep exhibitor pipeline. And with Emerald’s event portfolio behind it, the brand can leverage cross-marketing with other outdoor and automotive shows to stay at the front of the pack.

From a thousand people in Prescott to tens of thousands nationwide, Overland Expo’s story is one of vision meeting execution — with a healthy dose of staying true to the tribe that made it all possible.