Air of Uncertainty in Farnborough
By Heidi Genoist -- Tradeshow Week, 10/11/2004
The Society of British Aerospace Cos. has answered the question of who will manage its biennial Farnborough Intl. Air Show in 2006. But the exact format of the event remains a mystery.
Since the start of this year's July 19–25 show at the Farnborough Airfield 35 miles southeast of London, the aviation industry has been abuzz with rumors that the SBAC was planning to outsource the event's management. Reed Exhibitions and Montgomery Exhibitions, both based in the United Kingdom, were thought to be among contenders for the contract.
The SBAC, however, has decided to form a wholly owned subsidiary to run the show. Called Farnborough Intl. Ltd., the company will be headed by Director Colin Way, formerly of Marshall Aerospace and an adviser to the SBAC on the 2004 show. The decision is the first to come out of an SBAC self-evaluation to devise a new strategic plan. The show's manager, Amanda Stainer, will be reporting to Way, and there are no changes to the rest of the current management team.
Although the SBAC reported increases in the number of exhibitors and the monetary value of deals made at the 2004 show compared with 2002, attendance was down. With air shows in Dubai and Singapore gaining ground, and Farnborough's odd-year European counterpart, the Paris Air Show, holding its own, the SBAC faces stiff competition.
"We have listened intently to our staff, members, exhibitors and stakeholders and come up with a proposition that will not only retain our reputation as a premier international aerospace show, but enhance our standing amongst the global aerospace community," stated Sally Howes, the society's director general, in the announcement.
The SBAC has set July 18–21 as trade days for the 2006 show, and July 22–23 as public days. The 2006 show will kick off with a conference of senior-level aerospace professionals followed by a dinner. The specific format of the event, however, was not addressed, apart from the comment that "details of these and other operational aspects of the events planned for 2006 will be announced early in 2005."
The traditional air show consists of an exhibition, flying demonstrations and chalets where executives meet and are entertained during deal negotiations. In addition to show management, the format was also reportedly under reconsideration. Trade publications and local newspapers speculated that the SBAC was planning to split the show's three elements and continue only one or two of them.
"There's been some talk about changing the style of show that it is," said Sal Cavallaro, manager of marketing support programs for United Technologies. "There's talk about making it just exhibits, and I think if they do that, they'll be shooting themselves in the foot."
Nonetheless, Cavallaro reported having a successful 2004 show and planning to return in 2006. "Were the numbers down in 2004? Yes. Was the quality of attendee good? Yes."
Representatives from Boeing Aircraft and Honeywell Technologies would not say whether they plan to return to Farnborough Intl. in 2006.
