Think of luxurious boats and many people’s thoughts turn to the ultra-expensive beauties at the Monaco Grand Prix or the Cannes Film Festival.
But one UK event held in the middle of January has for nearly six decades tried to set the agenda for this most glamorous end of the nautical market.
The 59th edition of the London Boat Show was held at Excel London from 12 to 20 January. A total of 93,327 people visited this year’s event, according to organiser National Boat Shows (NBS). The organiser also runs the Southampton Boat Show, which will take place this year from
13 to 22 September.
Around 500 exhibitors were at the recent London event showcasing their glamorous sea vehicles, including Sunseeker, Oyster, Gunfleet, Southerly and Princess. The show featured 33 European and UK product launches, while new addition The World Cruising attraction offered visitors the chance to sample life on board a cruiser.
The boat show was again held alongside the London Bike Show, The Outdoors Show and The Active Travel Show. This was the third year VOS Media and NBS have joined forces as part of a
co-location agreement.
Star glamour
The 2013 event proved a magnet for celebrities.HRH The Princess Royal made her annual visit. The Princess Royal, who is president of the Royal Yachting Association, was given a tour of some of the thousands of boats and associated goods on display at the show. Other guests included UK business minister Michael Fallon who launched a new collaboration between the UK Parliament and the marine industry to widen export opportunities and England footballer John Terry.
Though the show attracted some A-list figures, the boating industry has had to negotiate some choppy waters recently. Back in 2011, Marine Industry Events (MIE) cancelled the Liverpool Boat Show two months out from its launch event. At the time MIE attributed the decision to a deteriorating economic climate which damaged the leisure marine sector and impacted exhibitor take-up. But the organisers are adamant the show still plays a key role in the buying cycle of the industry.
“As the first show in the European calendar it is important for us to prove that we are an internationally recognised event putting on the best showcase for the UK leisure marine industry,” says National Boat Shows chairman David Pougher. “With over 40 launches being held at the show, it proves that manufacturers, retailers and dealers value this event to debut their boats and products.”
Member agenda
National Boat Shows MD Murray Ellis has also been the operations director of the event since 1997. He explains that the show has two agendas, the benefit of its members and its paying public.
“We listen very much to our exhibitors and visitors,” says Ellis. “We were told there weren’t enough boats so we tried hard to get more in. NBS has worked very hard in putting our investment into getting as many boats and brands as possible.”
The show was situated entirely in Excel’s south hall, a change from its traditional two-hall structure.
By taking an entire hall, the show was aimed to be easily accessible from both entrances. It also was able to make use of the dock edge outside with exhibitor feedback suggesting all exhibitors wanted to be where the boats were. Exhibitors ranged from boat retailers to sailing schools.
But by putting the show into one hall, the organiser also faced questions from its members, many of whom claimed the show lost some of its impact. The total exhibition space at the show was 48,124sqm compared to around 50,000sqm last year. The show also ran for one less day than in 2012. In earlier incarnations, the show ran for 12 days. Audience numbers were down too from 103,000 visitors in 2012.
Lke its big European boat show rivals at Dusseldorf, Barcelona, Athens, the show has had to downsize to fall in line with the economic climate.Ellis was honest about the drop in numbers, but saw it as a pattern for these types of high-end shows.
“When you compare us with the other big European shows, there has been a contraction across the board,” Ellis says. “I don’t like any reduction in the audience. I’m not being complacent but it doesn’t concern me. If you massage your figures, it will eventually come back and bite you. The show is about quality not quantity.”
In walking around the aisles, there still seemed an impressive turnout for a wet Monday in London. But for a show which seems to depend more than most on the global economy, expect further efforts to steer into clearer waters for next year’s London show.
This was first published in the Issue 1 2013 of EW. Any comments? Email exhibitionworld@mashmedia.net
