PPN #33: Everything you need to know about Newtopia Now

Hi there 👋

This week at Product & Prosper...

We connected directly with the Newtopia Now team to get the scoop on the next big New Hope trade show this year! After Expo East closed up shop in 2023, New Hope introduced Newtopia Now—a Denver-based trade show focused on fostering close retail connections. It’s coming up for its second year this August, and I've got all the insider details you need to decide if it's worth your investment.

Here’s what makes this show different, what packages are available, and how to maximize your presence if you decide to attend →

Newtopia Now: Not Just Another Expo

First things first—Newtopia is positioning itself as complementary to Expo West, not a replacement. With just 560 brands (compared to 3,200+ at Expo West), it's creating a way more intimate setting focused on quality connections rather than quantity.

What sets this show apart is that everything happens on the show floor—from product displays to buyer meetings—keeping everyone engaged in one space rather than scattered across hotels and offsite venues.

The Experiential Difference

Newtopia is taking "experiential" to a new level with:

• Retail-Style Product Displays: Every exhibitor gets placement of their hero SKU in a retail mockup area where buyers can see products as they would appear on shelf

• Interactive Experiences: The beauty area features an actual salon you can get placement in where attendees can test products hands-on

• Neighborhood Organization: Products grouped by concept rather than category:

  • Thrive: Health and nutrition

  • Glow: Beauty and wellness

  • Regenerate: Sustainability-focused brands

Premium Retailer Presence

The organizers have curated retailer attendance including Whole Foods, Sprouts, Target, Wegmans, and Thrive Market. Featured speakers include retail decision-makers like the GNC CEO, Thrive Market's Chief Merchandising Officer, and Whole Foods' Supplements Director. Here are the buyers who attended last year!

Booth Packages & Investment Levels

Newtopia offers several turnkey booth options to fit different brand stages:

🌱 Early Stage (Tabletop)

• $3,500

• 2 Badges

• Perfect for concept-stage brands

🌿 Emerging (10' x 5')

• $7,000

• 3 Badges

• Includes branded 40" counter with 1 bar stool

• Back wall with side walls

🌳 Growing (10' x 10')

• $14,000

• 4 Badges

• Includes branded 40" counter with 2 bar stools

• Back wall with side walls

Premium Tiers range from $19,000-$55,000 with enhanced features (up to 10’ x 20’) and up to 8 badges. Got some extra marketing budget? Check out these sponsorship opportunities.

The beauty of these packages? They're truly turnkey—you just need to ship your samples!

Are You Ready for Trade Shows? The Honest Assessment

Before investing in any trade show, it's crucial to assess your readiness. Here's a quick checklist to determine if you're truly prepared:

Foundation Check

• Product Refinement: Is your product finalized, with consistent quality and production capabilities?

• Brand Identity: Do you have solid positioning, messaging, and a compelling story to tell?

• Sales Materials: Are your sell sheets, pitch decks, and marketing materials professionally prepared?

• Financial Readiness: Can you afford not just the booth, but travel, shipping, displays, and follow-up marketing?

Goals & Expectations

• Clear Objectives: What specific outcomes would make this a successful show? New accounts? Distribution deals? Press coverage?

• Follow-up Capacity: Do you have systems in place to follow up with leads quickly and effectively?

• Production Capability: Can you fulfill orders if you get the retail interest you're hoping for?

The right time to exhibit is when you can confidently answer "yes" to most of these questions—and when the potential ROI justifies the significant investment of time and money.

For many emerging brands, starting with smaller, regional shows or industry-specific events can provide valuable experience and connections at a fraction of the cost of national expos.

Your Newtopia Now Action Plan

1. Decide on participation now: Registration is open with matchmaking beginning in July

2. Pre-show outreach: Start messaging top buyers on platforms like Faire, letting them know you'll be at the show

3. Consider your booth needs: What size makes sense for your stage and budget?

4. Plan your samples: What will make the biggest impact in both your booth and the shared retail display?

5. Prepare your team: Brief everyone on key talking points, booth etiquette, and lead capture processes

6. Build your follow-up strategy: Create email templates and follow-up sequences now, before the show chaos begins

The Bottom Line

While Newtopia requires investment, the focused retailer presence and intimate setting could deliver better ROI than larger shows—if your brand and products are the right fit.

Remember that trade shows are just one tool in your retail strategy toolbox. They work best as part of a comprehensive approach that includes ongoing buyer outreach, digital presence optimization, and strategic sales planning.

Want an intro to the Newtopia Now team? Reply to this email!

Looking for industry feedback before committing to a trade show? Check out Product & Prosper’s Sampling Program to get actionable feedback from up to 400 industry vets!

Cheers,

Caroline