ALSO brought its e-bikes to Sea Otter 2026 with a product demo space designed for bike displays, guest conversations, and test spins.
For its first project with TentCraft, ALSO created a 20'x30' footprint using a custom 20'x20' E-Series Frame Tent and a 10'x20' shade awning.
The setup gave the team room to showcase bikes, move guests through the space, and focus on the conversations and test rides happening inside it, while carrying ALSO’s vibrant branding throughout the activation.
The Challenge
For ALSO, the setup had to support three priorities:
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A branded space that felt distinctly ALSO
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Enough room for bikes, guests, and test rides to move naturally
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Additional shade without making the footprint feel closed off
Bringing ALSO’s Visual Identity Into the Full Footprint
ALSO wanted the booth to feel unmistakably its own, with the brand’s black-and-purple palette carried across the entire footprint and all of the infrastructure assets that made up their activation.
Making Space for Bikes, Guests, and Test Spins
ALSO needed to fit a large bike display into the 20'x20' main tent without making the space feel crowded. The layout also had to leave enough room for staff to talk with guests and for bikes to move in and out for test spins.
Helen Mckeon, National Events & Community Strategy at ALSO, summed it up well:
“It doesn’t feel cramped with this large display. We have tons of room to move around with our guests and move bikes through this space really fluidly.”
Adding Shade While Keeping the Space Bright & Open
ALSO also wanted to extend the usable footprint beyond the main tent without making the activation feel enclosed. The 10'x20' shade extension needed to provide relief from the sun while still allowing light into the space.
“We have a sun shade, so it allows for light to pass through and it creates a more open feel, almost that indoor-outdoor experience like you’re on a patio,” McKeon said.
The TentCraft & ALSO Solution
The 20'x20' E-Series served as ALSO’s main product demo space, with the custom 10'x20' shade extension adding another area for bikes and guests alongside it.
The E-Series provided a large, unobstructed interior for the bike display, conversations, and test-spin traffic. Its taller peak also added more vertical space overhead, helping the tent feel open even with bikes, displays, staff, and guests inside.
That interior volume was one reason ALSO chose the E-Series instead of a pop-up for this activation. The large display could live within the 20'x20' footprint without consuming the space needed for guests and bikes to move through it.
Recommended Reading: Frame Tents vs. Pop-Up Canopy Tents: What’s the Difference and Which Fits Your Event Best?
The structure was customized around ALSO’s visual identity, carrying the brand across the roof, interior walls, shade extension, flags, and other branded details throughout the footprint.
“We love the ability to customize our color and our interior tent walls,” said Helen. “TentCraft was able to customize everything to really fit our brand needs.”
The additional E-Series frame assembly supported a 10'x20' shade sail instead of a traditional opaque tent roof. This gave the team another 200 square feet of shaded event space while preserving the natural light that was important to the experience.
At Sea Otter, our team caught up with Helen, Chris, and their team one morning during the show and they said,
“As you can see, we are already cruising this morning with guests hopping on test spins and the space is working perfectly for us.”
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The Activation and Social Content
Recommended Reading: 15 TentCraft-Built Brand Activations That Turned Heads at the 2026 Sea Otter Classic
