Highly anticipated movie and Bible-reading releases are widely welcomed at CBA’s ‘best show in years’ The International Christian Retail Show (ICRS) for 2011 may have ended, but retailers and suppliers are hoping that its theme will live on and drive the industry to a strong fourth quarter. They are looking for the banner of “Celebrate the Word, Impact the Culture,” under which they gathered in Atlanta, July 10-13, to define the important Christmas sales season. The ICRS focus was spotlighted in the launch of two major projects that drew the largest turnouts and some of the most enthusiastic responses at the Georgia World Congress Center. Singers Mark Hall, Natalie Grant and Francesca Battistelli joined authors Max Lucado and Randy Frazee in introducing The Story to several hundred applauding attendees at a breakfast presentation sponsored by Zondervan. Centered on the publisher’s chronological reorganizing of the Bible in 31 episodes to show the overarching themes of God’s Word, the project is to be promoted for use in church-wide campaigns. A fall tour to around a dozen cities will launch the initiative, whose associated products include a children’s Bible storybook, book, inspired-by CD of new music and video curriculum. There was warm appreciation, too, for Courageous, the follow-up movie from the makers of hit film Fireproof—whose DVD and tie-in book, The Love Dare, were credited with helping some stores survive in 2009. Due to release in more than 1,000 theaters nationwide Sept. 30, Courageous premiered in two showings at ICRS. Though the film will not come out on DVD until early next year, its arrival in theaters will be accompanied by a wide range of associated products, including a novelization and other books relating to men’s call to leadership in their families, the theme of the police drama. The creators are hoping that the film will spark a nationwide movement responding to the crisis caused by widespread
fatherlessness. Workshop sessions ranging from sales-floor evangelism to customer loyalty were well attended, while attendees were recruited to help assemble 100 bicycles to be given to local charities at the close of ICRS, as part of a focus on stores’ ministry orientation. The effort reflected how Christian stores’ support of similar ministry efforts in their local communities underscores that they had been involved in “cause marketing” before the term became popular, said CBA Executive Director Curtis Riskey. In addition to scores of author signings, there were celebrity visitors to ICRS. Among them was the 21-strong Duggar family—subject of Howard Books’ new title A Love That Multiplies, trailed by a film crew for their TLC reality television series. Teen surfer Bethany Hamilton was there also, to promote the DVD release of her biopic, Soul Surfer. Rich Peluso, vice president of Sony Pictures Entertainment’s Affirm Films, which produced the Hamilton movie, was one of three industry leaders honored at the first annual Champions of the Faith event co-presented by CBA and the Premier Foundation. Also recognized were gift suppliers Peter Dunn, founder of wall art company P. Graham Dunn, and Aurelio Barreto, founder of the Not of This World apparel company and C28 stores. Among companies celebrating anniversaries at ICRS was gift supplier Carpentree, which marked 35 years of its wall art by honoring four longtime retail accounts in a reception at its booth. Marketing Manager Sherry Morris said that the company had seen strong interest in its new series of Jesus portraits from child artist Akiane Kramarik, debuted in Atlanta. The picture—in a range of sizes and frames that retail from $20 to $150—is referenced in the best-seller Heaven is for Real, in which Todd Burpo tells of his young son’s account of heaven. STL Distribution North America (STLD) President Glenn Bailey revealed at the show that the wholesaler could be under new ownership before too long. The business was put up for sale by Bible distribution ministry owner Biblica soon after ICRS last year in the hopes of finding a better fit for the wholesale division. “We are in the due-diligence stage with an exclusive purchaser,” said Bailey, declining to name the prospective purchaser, but describing the company as “not a part of the ICRS world.” One of STLD’s talking points at the show was its new print-on-demand service giving stores access to extended “virtual” inventory. How technology is changing the industry was echoed throughout the event, with several presentations and discussions on e-book sales strategies. “There’s so much change taking place so rapidly that I need to be on the cutting edge,” said Joey Mello-Gruber, who traveled to Atlanta from Hawaii, where she manages Hidden Treasures bookstore at North Shore Christian Fellowship in Haleiwa on the island of Oahu. “It’s been great. I have got a lot of insights.” For Jonathan Merkh, vice president and publisher at Howard Books, “this has been one of the best shows I have experienced in almost 10 years as far as being busy and the response. ... I’m walking away very pleased.” The positive reviews for the event from attendees were reflected in the show’s numbers. Professional attendance was 1,748, almost 10% on last year, while total attendance numbered 4,918, a near-6% rise over 2010. International attendance was up by 16% to 431 from 61 countries. The number of exhibitors and the booth spaces they took were the same as last year, at 230 and 593, respectively. Given the economy and other factors affecting retailing in general, “I’m very encouraged that so many retailers found this show to be beneficial because this is a time when you need to go to this type of event to challenge yourself,” said Riskey. There was “much optimism among many retailers for the coming year,” said CBA in its close-of-show announcement.
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