Monday 8 September 08 - 08:56
 

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London boat shows: marketing gathers pace

Things are hotting up on the boat show front with National Boat Shows (NBS) running its Boat Show Road Show around the UK and the Earls Court Boat Show adding more details to its offering.
Williams: ‘talking to you a lot more’
Williams: ‘talking to you a lot more’

BB went to the NBS Road Show in St Mary’s Stadium in Southampton and saw a very comprehensive, very slick presentation that promised a central feature for the 2008 show in the North Hall, with a stage for fashion shows and other attractions.

The presentation also came up with some interesting research. It seems comparing the two NBS boat shows against the UK average attendance, the NBS shows were bucking the downwards trend in the UK.

The research data used was that compiled by the Audit Bureau of Circulations (ABC), which audits all major UK exhibitions, including the London Boat Show (LBS) and the Southampton Boat Show (SBS).

NBS presented a five year view for its shows and intends to make them an environment to promote participation in boating; to grow visitor attendance and to improve the visitor experience. Much was made of the need to deliver what the visitor wants.

Interestingly, the research from the last London show reckons the attendance was more enthusiasts than Southampton; this was previously held to be the exact opposite, with the SBS being the ‘hands-on’ sailor’s show, while London delivered the glitz. Southampton now delivers ABC1 families.

NBS admitted the last ExCeL show had not gone as well as it had hoped. As a result, the engine race, the seagulls, the Semaphore Restaurant, the Sky Sports Theatre and the knots will not re-appear…

But Anchor Watch is, I’m told, back by popular demand. It certainly got people watching and learning.

The central stage will be used for presentations and lectures and will be backed by a giant screen showing what’s going on in the dock, helping get crowds out there to watch. It will also be used for satellite links with celebrities on their travels.

A new feature in the North Hall will be Get Into Boating, which will show people how much boat they can buy for £1k, £5k, £20k and maybe more. Then it will offer impartial advice on all aspects of buying, owning and selling boats.

The Classic Boat stand will be enlarged, as will the Deck Games area. There will be a bar close to the stage and the Guinness Bar – run by Fox’s – will also return.

In the South Hall, the Sunseeker Champagne Bar returns and there will be a smaller restaurant. The Boulevard will be themed and have an interactive show to keep people happy while they’re having their sandwiches/bagels, pizzas, etc.

There will also be a new area in the South Hall for watersports that moves people from small powerboats through PWC and into watercraft products and accessories.

One of the things NBS MD Andy Williams is hoping for is greater access to boats for visitors. ‘The largest number of complaints we receive are about visitors not being able to get onto the boats they came to see.’

Williams kicked off the presentation by promising greater transparency at Egham. ‘We’ll be talking to you a lot more,’ he promised, ‘even if it’s bad news.’

There was a lot more information given out about the SBS and plans for Mayflower Park, plus lots of interesting moves on ticketing for both shows from Murray Ellis. But lack of space means we’ll have to tell you all about those things next month.

Finally, the NBS Road Show ended with questions, the first of which was ‘what are your thoughts on the Earls Court Boat Show?’ NBS chairman Alan Morgan replied: ‘It’s competition and we’re treating it with reality.’

The next interesting question was from Jane Arden of Navimo, who wondered what the perception of the general public is when they put ‘London Boat Show’ into Google and it came up with the top entry being ‘The Earls Court Boat Show’...

And the reality is the Earls Court Boat Show moved on rapidly this last month. First we had the announcement that the show is to partner with the Prince’s Trust, with Gabby and Kenny Logan and other Prince’s Trust ambassadors acting as hosts during the show alongside ‘maritime heroes and ambassadors’.

Then there’s the ‘Whyte & Mackay Earls Court Boat Show Hall of Fame', which is to ‘celebrate the achievements of legends past and present, as well as exceptional products and industry excellence’. Awards categories will be announced over the coming weeks and the awards will be presented at the show and, they say, recognised internationally.

The next partner is Edmiston & Company, which will be hosting an exhibition in The Dalmore Zone dedicated to superyachts that ‘encapsulates the glamour and style fitting for the Whyte & Mackay Earls Court Boat Show’.

The UKSA will be the lead partner in helping people learn new things, with a daily training programme covering an intensive one-hour skipper’s course, Top 10 safety issues and solutions, what to expect in an emergency and liferaft demonstrations on the pool in Earls Court 1.

Then there’s the Racing Yachts and The Racing Zone, where J-UK and Key Yachting will head a display of racing yachts alongside the pool.

‘We are very excited about the boat show coming back to Earls Court,’ said, Becci Eplett from J-UK and Key Yachting. ‘Being able to raise the boats’ masts means that visitors can see the boats in their full glory.’

Then there’s the Ocean Racing Yachts and Ocean Racing zone, which will be a feature dedicated to professional ocean racing. ‘Based on the feedback we have received, this will be a star attraction at the show.’

A large area will be dedicated purely to watersports and hosted by European Wake Board Champion, Matt Crowhurst. There will be live demonstrations in the Water Sports Zone throughout the show.

The first chandler to declare an interest is Aladdin’s Cave, which will be ‘the flagship chandler’ at the show. And there will be a central attraction with daily fashion shows featuring brands like America’s Cup clothing designers Murphy & Nye.

Finally, Steve Curtis MBE, and eight times World Class 1 Powerboat Champion, will be creating an entertainment and education-led Power Boat attraction that ‘includes a display of historic and record-breaking powerboats’.

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Williams: ‘talking to you a lot more’

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