Moving the MCN (Motorcycle News) London Motorcycle Show from Alexandra Palace, its home of 20 years, to unchartered territory at Excel London was never going to be a smooth ride - as organiser Emap Automotive and Active discovered when four major manufacturers dropped out before it rolled into Docklands between 1-4 February.
Its consumer exhibitions director, Peter Ward, says: "Yamaha, Honda, Suzuki and Kawasaki were concerned about the ability to deliver a similar audience at Excel, so pulled out of the show. It wasn't only a financial blow, but had a big impact on the potential of the show as visitors come to a motorcycle event to see the latest bikes."
Direct comparison
To overcome the loss of such significant manufacturers, Emap showcased the four companies' latest models on new feature stands highlighting different types of bikes, such as those dedicated to adventure and sports. Ward says: "From a consumer point of view, the new feature stands worked well as visitors could make a direct comparison between the models in the different categories. Previously, visitors would have to visit each manufacturer's individual stand to compare."
Three manufacturers - Ducati, KTM and BMW - did exhibit. "The show went well," says BMW marketing events executive Alex Rose. "BMW benefited as it was one of fewer manufacturers that exhibited." A sentiment shared with many exhibitors, as numerous sales targets were reportedly exceeded within the first two days. Robert Warr, director of Harley-Davidson dealer Warrs, says: "It was very well attended and caught us and other exhibitors by surprise. At 11am on 2 February, I had to organise more staff."
The huge crowds meant visitors had to stand in line for 45 minutes. Ward says: "One hates to see visitors queuing to get in, but to make a move from an established venue with a 20-year history to a new venue and be vindicated with massive queues ... It made me comfortable that Emap has made the right move." To deal with the queues, Emap provided more ticket booths and staff during the weekend.
With 20,000 tickets booked in advance, the show came close to the 22,500 pre-registered in 2006. Ward says: "We anticipate that the move in year one may see a small reduction in visitor numbers. For many businesses, Ally Pally is a traditional part of the motorcycle calendar, and despite a huge marketing campaign and great support from Excel, it seems sensible to expect a small decline." Ward's predictions appear to be founded with the show's unaudited visitor figure reaching 45,000 compared with 54,855 in 2006.
Full to capacity
Ward says the move was essential if the show was to expand further: "Emap was afraid of marketing the show any further as there was no space to grow. On the two weekends of the nine-day show, it was pretty much full to capacity." Other factors included visitors' dissatisfaction with getting to the venue via public transport and uncertainty over the change of ownership at Ally Pally. Ward adds: "About a third of UK motorcycle sales are from the south east - it is a really important market for the industry."
Following the move, Emap's marketing budget for the show doubled to 拢500,000. The live action arena, which featured German motorcyclist Gary Taylor performing the first ever indoor backflip on a bike, was also expanded. At Ally Pally the arena offered 700 seats - at Excel it was able to accommodate 1,500 seats. The entire event space was 20,000 sqm, offering 5,000 sqm more than last year.
The show had a live action stage where biking stars such as Paul Hurry and Craig Jones were interviewed. MCN's search for 'babe of the year' was also held here.
Another advantage of having more floor space was that the show could be reduced from nine days to four. Ward says: "The reduction of the show tenure benefited exhibitors as it saved costs in accommodation and travel expenses. Also, being away from the office for nine days so soon after the International Motorcycle and Scooter Show at the NEC from 27 October to 5 November could cause problems for businesses as February is one of the busiest times of year in the motorcycle industry."
He concludes: "The format has changed hugely. At Ally Pally it was largely a retailing exhibition. Now it is a more prestigious event with more features.
"I am pleased with the response from visitors and exhibitors. Because of the uncertainty going into the event - not knowing what the numbers would be like or how visitors would respond to the change - we had to have a number of contingency plans for the future. Emap doesn't know what the exact shape of the show is for the future, but is totally committed to the venue and making the London Motorcycle Show the prestige event for manufacturers."
FACT FILE
Date: 1-4 February
Organiser: Emap Automotive and Active
Venue: Excel
Show floor: 20,000 sqm
Exhibitors: 140
Seating: Arena Structures
Shell scheme: Melville
Operations: Expo Management