FEATURE
modern marketing skills. “Te dateline and venue were
already set and we were able to move very quickly to minimise the time between off-switch and on-switch. “So we were able to offer the
58thGame Fair, this year will see the 59th and, of course, in 2018 we will be celebratingTeGame Fair’s 60th year.Tis heritage is vitally important. It may be under new management butTe Game Fair is a tradition.” Even so, it must have taken
a monumental leap of faith, knowing others were also targeting the same audience. James continued:
“Competitors who emerged were not offering a compelling product, either through venue choice, scale or resources. Tey were trying to establish themselves as new ventures; we are a continuation of a well- known and well-loved one. “Nevertheless, there was
confusion in the marketplace and some important businesses and brands decided to give every event a miss in 2016.Tankfully – and almost unanimously – they are all booked or looking to book forHatfieldHouse in 2017.”
Gazing into the future
And so – aside from Countryfile Live, seen by many in the sector
innovations and ideas, as well as for debating issues and challenges. “TeGame Fair’s
importance in these areas has been recognised by the UK Government. “As a result, this year we
Fiona Eastman handled The Field & Country Fair.
as a watered-down version of the great outdoors, and the regional Countryman Fairs ventures, which have grown further for 2017 –TeGame Fair looks set to beTHE major national venture once again this year. James revealed: “Te industry
has generally confirmed that it wants one national event,while smaller regional events are still strategically important for some businesses. “WhileTeGame Fair
remains relevant and delivers a return for its customers, it will
thrive.For visitors, the event needs to remain fresh, topical and high quality while delivering on its traditional promises. “To help and enable the
industry to plan,we have announced the venues and
Wes Stanton’s UK Game Fair never took place.
dates for the next six years.Tis visibility has not been available before. “It also means thatTe
Game Fair can invest millions of pounds in infrastructure and legacy.”
Serving themarket
One area thatTeGame Fair team sees as vitally important is to continue engaging with the industry throughout the year, rather than just in the run-up to summer. James promised: “TeGame
Fair is more than three days each July, however.We see it as a mouthpiece for associations and the industry. “It is a point in time for
focusing efforts, planning campaigns and for showcasing
* TheGame Fair takes place on Friday to Sunday, July 28th to 30th, atHatfield
House,
Hertfordshire.Visit
www.thegamefair.org formore details.
will be taking start-ups, early stage business and iconic British fashion brands with us to the giant IWA trade event Nuremberg inTeGame Fair’s first export initiative.” It appears that, from initially
vying for a place in a seemingly congested market,TeGame Fair has not only become the last man standing in terms of national country lifestyle events but is also now taking the lead in growing the industry and safeguarding its future.
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