British Leisure show fails to attract racecourse crowds
LEISURE SHOW: After this year’s British Leisure Show saw its attendance drop “by about 10%”, organiser James Brooke is taking his time to work out what happened and where the show will go next year.
“Show organisers are under more pressure than ever to create a successful format for an event, and convince traders to invest in the event with the expectation of meeting new customers, making sales and seeing a return on their investment,” Mr Brooke told BB.
He added: “As was demonstrated with the Liverpool Boat Show recently, some companies find it easier to avoid the risk and not actually commit to attending events, even if they look as though they're going to be successful.”
But while many aspects of the second event in March this year were very successful, the show layout – divided by the racecourse – meant many visitors just didn’t bother to make the walk see the entire show.
Another put-off was the £20 a head ticket price, which Mr Brooke has already taken on board. “This is among the improvements we intend to make at the next event,” he told us.
But there isn’t yet a date for next year. “We haven't yet committed to a date for a 2012 show as we’re reviewing the impact that the preparations for the Olympics will have, given the use of the Royal Windsor Racecourse in support of the rowing at Dorny Lake,” said Mr Brooke.
The other key factor is to fully understand the preferred timing of our show, he said, and what traders feel would work best for them. Mr Brooke says he would welcome feedback from new and existing exhibitors and says ideas can be emailed to sales@britishleisureshow.com
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