Search
Close this search box.

EXCLUSIVE: NTP-Stag Opens 2025 Expo With Insights and Deals

A picture of the attendees sitting in the main dining room at the 2025 NTP-Stag Expo in Aurora, Colorado.

A day filled with RV industry education, perspectives and new products began at 7:30 a.m. Mountain time at NTP-Stag’s 2025 Expo in Aurora, Colorado.

Attendees gathered for a keynote speech, attended supplier presentations and listened to NTP-Stag President Bill Rogers’ thoughts. Participants concluded the evening by browsing the expo hall floor at the Gaylord Rockies Resort and Convention Center.

Peter McGraw, marketing and psychology professor at the University of Colorado, Boulder, presented the keynote address, titled, “Shtick to Business: From Punchline to Bottom Line.”

A picture of the day 1 breakfast keynote speaker, Peter McGraw, at the 2025 NTP-Stag Expo in Aurora, Colorado.
The breakfast keynote speaker, Peter McGraw, at the 2025 NTP-Stag Expo in Aurora, Colorado.

After studying various comedians, McGraw shared lessons from comics that retailers can apply to business.

The first lesson is to “reverse it.” Many comedians make jokes that challenge the status quo. For example, McGraw referenced a clip where Chris Rock critiqued his daughter’s school’s anti-bullying policy by saying, “We need bullies.” Comedic roasts are another example of “reversing a status quo.”

McGraw cited businesses that applied this tactic to their marketing. Patagonia had a marketing campaign that said, “Do not buy this jacket.” The campaign was geared toward sustainability. According to McGraw, the tactic was successful.

The second lesson was to “write it or regret it.” McGraw referenced comedians who wrote their jokes in journals. Many comedians bring journals onto the stage. Alternatively, comedians like Jerry Seinfeld referenced journaled ideas later on during brainstorming sessions. According to McGraw, writing ideas down helps individuals remember them and clarifies ideas. He recommended brainstorming all bad ideas to come up with better ideas.

His third lesson was to “create a chasm.” McGraw said audiences either love or hate comedians, so the creatives cater to their audience who love them. He said good brands should be similarly loved and hated. Companies can then focus on those who love them, rather than catering to separate groups of people.

A picture of the attendees sitting in an education room at the 2025 NTP-Stag Expo in Aurora, Colorado.
Attendees sit in an education room at the 2025 NTP-Stag Expo in Aurora, Colorado.

After breakfast, retailers headed to education sessions. Sessions included updates from suppliers including Airxcel, Blue Ox, Demco, Go Power, Lippert, Valterra and more.

In the middle of sessions, attendees enjoyed a Valterra-sponsored lunch while listening to industry updates. Valterra Product Manager Andy Mikesell and Director of Sales Donna Warr presented supplier updates and trivia questions.

NTP-Stag President Bill Rogers followed Valterra’s message with industry insights. While the distributor’s RV sales were off year-over-year, the company increased other metrics. NTP’s delivery miles rose 8% in 2024 compared with the prior year. Delivery stops increased 13%, totaling more than 4,000 stops per day. The distributor’s on-time delivery was 97% and its delivery accuracy was 99.96%.

Rogers also presented his thoughts on the economy.

A picture of the President of NTP-Stag, Bill Rogers, at the 2025 NTP-Stag Expo in Aurora, Colorado.
NTP-Stag President Bill Rogers, at the 2025 NTP-Stag Expo in Aurora, Colorado.

“Overall, the economic outlook is very optimistic for most people,” Rogers said. “I think you are going to find that most of the suppliers in the room, and I would hope most of the customers in the room, have a pretty optimistic outlook on things for 2025.”

Rogers said 2025 inflation would be moderate, fuel prices reasonable, interest rates unchanged and home values high. He said he anticipated inventories to be improved and supply to be good.

After Rogers shared insights with retailer attendees, participants attended the remaining educational sessions.

At 5 p.m., dealers clustered for the long-awaited moment when the Expo floor doors swung open. Attendees poured into the hall.

A picture of the words "Expo 2025" in the snow at the 2025 NTP-Stag Expo in Aurora, Colorado.
The words “Expo 2025” in the snow at the 2025 NTP-Stag Expo in Aurora, Colorado.

The final day of the 2025 Expo kicked off at 7:30 a.m. today with a keynote speech from former National Football League (NFL) player Justin Forsett.

RV News magazine spread
If you are employed in the RV industry and not a member of the trade media, Subscribe for Free:
  • Daily business news on the RV industry and the companies and people that encompass it
  • Monthly printed and/or digital magazine filled with in-depth articles to increase profit margins
  • Statistics, data and other RV business trade information
X
Scroll to Top