The 2011 Europa FIBO Power USA was scheduled for September 29 – October 2, 2011 in Chicago, Illinois. That would have put the show two weeks after the Olympia Weekend. This was supposed to be Ed and Betty Pariso’s fourth show of the year. Last week, this event was officially removed from the IFBB Pro schedule (www.ifbbpro.com). And, as of a week ago, you could have gone to www.chicagofitnessandsportexpo.com and checked out the much-anticipated events, schedules, and other relevant info pertaining to the show. Now when you visit the site, here is what you see:
A decision was made by Reed to focus efforts and resources on other opportunities for growth in the Pop Culture space.
We would like to thank our partners on this event, Europa and Vision Star Entertainment, our customers, vendors, and industry supporters for the opportunity to explore a new concept.”
After discovering the show had been cancelled, I contacted Europa promoter Ed Pariso to find out why the show was a no-go. Ed informed me, “Betty and I were completely ready on our end… Reed decided mid-stream to go in another direction than a fitness expo.” I asked why he thought that Reed changed their minds and Ed responded, “I guess Reed realized that building these types of expos can be very difficult. It also proves we are pretty good at what we can do with the Europa shows.” Ed also suggested that I ask RxMuscle owner, Dave Palumbo, about his experiences with Reed.
According to Dave, “They were difficult to deal with and very high pressure in terms of selling booth space… Which, in this industry, is not a good idea, since it’s so close knit and word travels quickly.”
I, also, spoke to an in-the-know industry insider and he gave me a little more scoop behind the collapse of the Europa FIBO Power USA. He said, “Bad location, bad timing, and union costs are ridiculous…”
I wanted to know why the Chicago show stayed on the schedule this far into the season, and my source quickly offered, “Because Reed exhibitions put it together, and they don’t know shit about bodybuilding. Ed and Betty were only putting on the contest portion of the event.”
This led me to ask if the show would be replaced by another new show this season and he explained, “Yes, other locations are currently being looked at. Not Chicago, however. It’s a bad location. It always has been. I can guarantee that Reed won’t be involved.”
This brings the number of shows for Women Pro Bodybuilders and Fitness Pros down to 5 (not including the Olympia), and eliminates the already scarce opportunity for these athletes to compete. When I asked our “insider” if the new show will have women’s bodybuilding. “Highly doubtful,” was his only answer.
I tried to dig a little deeper by asking if there was anything else he could think of that could have prevented the Chicago show. He answered, “No show directly after the Olympia can realistically work… unless it was out of the country. Reed fucked up thinking what works in Europe would work in the USA. Plus, they underestimated the union costs, and the fact that companies don’t want to spend more money AFTER the Olympia.”
As more and more bodybuilding shows continue to pop up, and the IFBB continues to grow, Darwin’s theory of Natural Selection seems to hold true: “Only the strong survive”. Although the Chicago show didn’t make it, I know Ed and Betty certainly will. I’m looking forward to the Hartford and Dallas Europa shows later this year, plus I’m looking forward to seeing if any new Europa shows are added to the schedule this contest season or next.
If you have any tips, gossip, news, info, or feedback email me at jewbacca@rxmuscle.com!
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