GTWFEATURE[The Game Fair]
move very quickly tominimise 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. Itmay be under newmanagement butTeGame Fair is a tradition.” Even so, itmust have taken
amonumental 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 themarketplace and some important businesses and brands decided to give every event amiss in 2016.Tankfully – and almost unanimously – they are all booked or looking to book forHatfieldHouse in 2017.”
GAZING INTOTHE FUTURE
And so – aside fromCountryfile Live, seen bymany in the sector as a watered-down version of the
HatfieldHouse inHertfordshirewill be home to The Game Fair in 2017.
great outdoors, and the regional Countryman Fairs ventures, which have grown further for 2017 –TeGame Fair looks set to beTHEmajor 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 dates for the next six years.Tis visibility has not been available before. It alsomeans thatTe Game Fair can investmillions of pounds in infrastructure and legacy.”
SERVING THEMARKET
One area thatTeGame Fair teamsees 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 ismore 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 innovations and ideas, as well as for debating issues and challenges. “TeGame Fair’s importance
in these areas has been recognised by the UKGovernment and this year we 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, frominitially
vying for a place in a seemingly congestedmarket,TeGame Fair has not only become the lastman standing in terms of national country lifestyle events but is also now taking the lead in growing the industry and safeguarding its future.
GTW
70
www.guntradeworld.com
The Game Fair takes place on Friday to Sunday, July 28th to
30th, atHatfield House,
Hertfordshire.Visit
www.thegamefair.org formore details.
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