Organizer strategizes for F’boro 2010

 - June 17, 2009, 10:00 AM

Next year’s Farnborough International airshow (July 19-25, 2010) is to benefit from the results of a comprehensive strategic review completed by show organizer Farnborough International Ltd (FIL). This will include a flying display which is more representative of current issues, themed trade days incorporating a program of conferences and seminars, and the return of the “Space Zone.”

FIL has also revised prices for exhibitors. Although exhibition and chalet space prices increase by 5 percent, exhibitor pass prices have been cut by 26 percent. In addition, “shell scheme” stand prices have been frozen at 2008 levels.

One key push for the organizers will be to attract more delegations to the show. In 2008 there were 70 officially invited delegations from 38 countries, but these were mostly military-oriented, so for 2010 FIL plans to better leverage the work done by the SBAC (Society of British Aerospace Companies)–FIL’s parent organization–“to encourage more high-level civil delegations.”

Rod Dean, FIL’s recently appointed director of flight operations, is starting to explore how to create a “more focused trade flying display centered on current and topical products that could be more closely aligned with the delegations program, after customer feedback identified the need. Dean said: “In many ways we have an open book [and] we want to engage with exhibitors much more proactively,” he said, adding that each day of the flying display “could well be different.”

This could tie in with the idea of having themed trade days, “incorporating a structured program of conferences and seminars to facilitate a more targeted and efficient allocation of time and resources,” said FIL.

Shawn Ormrod, CEO of FIL, said that this new, enhanced format had been “based entirely on feedback from our international customers. The particular themes that we are currently exploring are aimed at accomplishing the dual effect of creating a platform for increased involvement by Government and…wider opportunities for exhibitors and visitors to engage in more targeted networking.

Ormrod added that the themes could include a “defense day” and possibly days which focus on sectors such as security.