Merchandise Mart Properties Inc., owner of the L.A. Mart, has acquired the California Gift Show from DMG World Media, effective immediately.

The two shows are now merged, and the newly integrated California Gift Show, scheduled to take place July 14–20, 2009, will run under MMPI's single ownership and management at two venues. The so-named New California Gift Show will take place both at the L.A. Mart and the Los Angeles Convention Center.

"The acquisition of California Gift Show underscores our belief in the inherent value of Los Angeles as a market destination and our commitment to the gift industry," said Joan Ulrich, senior vice president, MMPI. "We are thrilled to offer a comprehensive show at two fantastic locations providing greater and direct, local access to one of the 10 largest economies in the world — the California marketplace."

"With their ownership of the L.A. Mart and longtime partnership with the California Gift Show, MMPI was a natural choice as the future owner," said Alan Steel, executive vice president, DMG World Media. "We know that the MMPI management team will continue to produce the highest quality event for our shared customers."

According to Ulrich, combining the California Gift Show with the L.A. Mart's temporaries and permanent showrooms offers more flexibility to exhibitors and caters to the thousands of gift stores within driving distance of the city serving a consumer audience of 13 million people, as well as a broader geographic base of buyers in pursuit of L.A.'s distinct style and offering.

"With a population of 37 million people and an economy that produces over $1.8 trillion in gross state product, it's obvious California and its most populous city should continue the 50-year tradition of hosting a temporary gift market," Ulrich said. "By combining the management of the temporaries with the management of the showrooms, we can produce a much larger marketing effort capable of communicating the benefits of Los Angeles, California and the West Coast.

"We know the market wants a large presence in Los Angeles, and we know the manufacturers and their reps want a well-organized event to reach their important retailers. People know where to find each other in L.A., and we plan to build on that foundation."