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Tony Gardner,
Sign and Digital UK (SDUK) is a stalwart of the print trade show scene, but 2024 sees it under the new ownership of Datateam Business Media, which also runs Printwear and Promotion Live! The two will, for the first time, be co-located at the NEC this
February, so what’s the strategic thinking behind the moves, and how will that impact visitors? I talked to event director Tony Gardner…
Firstly Tony, can you set out Datateam’s mission statement for SDUK in 2024 and beyond? Sign and Digital is a long-standing show with a great pedigree and reputation, and over the years it has moved with the times, transforming from Sign UK to the current format, with a wider focus on wide-format printing and other forms of visual communication. In terms of a mission statement, we aim to restore Sign and Digital UK to a similar size of event that it has been in the past. We know this won’t be easy and will take some. This is the first SDUK under our ownership, and
we are really looking forward to seeing how the co-located event works. All shows must continue to develop their offering and we believe a co- located event is key to help grow the show and its audience. There is still much potential in this market and a fondness for the exhibition itself, which gives us a good foundation to work from.
For many years the show was a ‘must attend’ event for Image Reports’ core readers (owners/ directors of large-format digital inkjet print) but that changed somewhat over more recent iterations. Is that something you feel you can reverse?
A number of factors have impacted on the event since Covid, however, trade shows are starting to find their feet again and visitor numbers in general are starting to rise. Many traditional sign fabricators and installers
have embraced large-format printing and SDUK is a great opportunity to see the latest technology available in this sector. Whether they are starting on the journey or already have a machine or two,
12 | February/March 2024
there is always great value in seeing what is on offer and how new investments can help to grow their business. SDUK has always been here to help sign-makers and print companies understand new business streams and provide them with the opportunity to speak to suppliers that can help. To further help with this, the Explains Lounge, run by the ISA UK, will be running seminars and panel discussions throughout the show and many of these will be covering crucial topics relevant to the large- format print companies. For example, leading representatives from some of the biggest printer manufacturers, Epson, Mimaki and Roland, will be talking about the latest trends and developments in the sector in an open panel discussion. InkTec Europe will be presenting on what people should consider when diversifying into UV flatbed printing. The IPIA will also be hosting a panel discussing how printers can identify and seize new opportunities in growth markets.
Datateam has taken over SDUK in a bumper trade show year, it being a Drupa year and all. Do you think that will impact exhibitor and visitor numbers - and their expectations? Visitor numbers can be hard to predict, however, the co-location gives more compelling reasons to attend this year. Also, with SDUK opening on a Sunday for the first time this will give opportunity for those that struggle to attend on a normal working day!
The fact that there are international shows later in the year should mean that companies have more to talk about in terms of products that are launched or about to launch. We have already
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