From Stale Trade Show to Strategic Movement-Building Event
Overview
When AZ Gun Radio relaunched the San Diego gun show after a four-year absence from the Del Mar Fairgrounds, they knew a simple return to form wouldn’t be enough. To transform the event into a meaningful experience that reconnected the 2A community and reignited regional engagement, they partnered with Gun Owners Radio and the 1791 Group to create the Gun Owners Symposium—a content-rich, experience-driven addition that helped drive attendance, energize exhibitors, and position the show as a mission-forward, must-attend event.
The Challenge
After years of political resistance and absence, the show faced several hurdles:
- Rebuilding trust and momentum with a skeptical audience.
- Standing out in a saturated calendar of expos and rallies.
- Delivering real value to exhibitors and attendees alike.
- Creating meaningful engagement for the broader 2A community in California.
The Strategy
Working under the Gun Owners Radio brand, the 1791 Group delivered a high-impact, turn-key event strategy, blending media, programming, and onsite activations to elevate the show far beyond traditional expectations.
1. Headline-Ready Speaker Lineup
We booked powerful, high-visibility speakers to drive buzz and draw crowds, including:
- Raul Mendez – armed citizen who stopped a mass murderer.
- Gabe ElTaeb – DC Comics whistleblower and Cultural Influencer.
- Adam Kraut – SAF Executive Director.
- San Diego Sheriff Kelly Martinez.
- Escondido Mayor Dane White.
- State Assembly Member Carl DeMaio.
2. High-Value Paid Training Sessions
We created revenue-generating add-ons through premium classes:
- First Aid & Stop the Bleed Certification
- Dry Fire Drills & Concealed Carry Techniques
- Self-Defense for Realtors and Houses of Worship
3. Interactive Engagement Tools
- Virtual Firearm Simulator and BB Gun Range drew hands-on participation.
- QR Quest Game incentivized booth visits and boosted exhibitor ROI with gamified engagement.
4. Brand & Partner Ecosystem
We activated top-tier sponsors and aligned with 2A organizations including: USCCA, US Law Shield, 5.11 Tactical, Walk the Talk America, and Second Amendment Foundation.
5. Post-Event Media Value
Sessions were recorded and uploaded to YouTube, creating long-tail engagement beyond the weekend.
6. Promotion with Purpose
We leveraged Gun Owners Radio’s media footprint and social reach (250K+ monthly impressions) to build buzz before, during, and after the event.
The Results
- Boosted Exhibitor ROI: QR Quest game and speaker proximity drove sustained foot traffic to booths.
- Stronger Community Ties: The event helped rebuild bridges and visibility for the 2A movement in Southern California.
- Content With Legs: Recorded content extended reach and created evergreen value.
- Positive Press: Earned media coverage and a wave of social buzz solidified the show’s comeback.
What This Means for You
If you’re planning an event and want to go beyond tables and trinkets—to create real connection, real impact, and real revenue—1791 Group can make it happen. From speaker curation to experience design to media amplification, we deliver end-to-end strategy for mission-aligned brands and events.