It's only two weeks since the rumours started circulating, but yesterday the organisers of the Earls Court Boat Show held a press launch to announce that the show would definitely be going ahead this December.
Co-founders James Brooke and John Vincent are ambitious to create an event which will be part of the boating calendar for years to come, and they have recruited an impressive team to make it happen.
It helps that John is a director of Whyte and Mackay and the whisky brand has come on board as title sponsor, providing the backing to enable the team to book the Earls Court exhibition centre - "the spiritual home of the boat show," as they describe it.
The show will run from December 1st to 9th (traditionally the Earls Court dates for the now defunct Royal Smithfield Show), with a press and preview day on November 30th. James and John see that pre-Christmas slot as one of the keys to the success of the new venture.
"We want to put the 'show' back into boat show,” they say. John explained that when he and James got talking last summer, “we realised that we both had a similar idea. We wanted to rekindle something that we remembered from growing up - being part of a sailing community, with a common bond."
It was something they particularly remembered about the old Earls Court Boat Show, he said. “You felt that there was something definable about the people that were there. They were all interested in similar things. It was something the whole family could be involved with.”
Although the whole team are very careful not to say anything about the London Boat Show since its move to ExCeL, the unspoken message is clearly that this “magic” has been lost. They want to bring back the “heart and soul” and the entertainment and family appeal of the old show.
“We are looking to up the entertainment factor,” said John. “We are looking to get a well known impresario to take that side on.” But he was equally keen to stress that the show would be about boats, not just razzamatazz.
The plan is to zone the show, with areas relating to each of Whyte and Mackay's brands.
“Jura (single malt) is going to host destinations area. Vladivar (vodka), which is about youthful positivity, will host wakeboarding, windsurfing, watersports. The Dalmore, the most expensive luxury malt in the world, is going to host the luxury end of the show. And
Whyte and Mackay, the best selling Scotch in Scotland, is going to host the main area.
Glayva (liqueur), which was started by merchants, will host the chandlery zone. It all fits in quite nicely,” John explained.
"Across the board, it is a family show that is going to exude warmth and personality. The exhibitors will compliment the zones," agreed James. He said that over 200 companies had already registered their interest in taking space at the show.
But he was only able to name one of them: Italian power boat specialist Riva.
James said some exhibitors would be at both Earls Court and ExCeL, but among the companies that had shown interest, a significant number didn't exhibit at other shows.
“Some of the big UK manufacturers are going to have the shock of their lives when they see the glamour. Big names have said they want to exhibit. What we are responding to is overwhelming demand from companies that currently exhibit and from companies that don't currently exhibit, as well as customers, the people that really dictate what is happening.
“As well as providing a fantastic show and spectacle, the emphasis has to be on being able to deliver sales to exhibitors.” There had been an “overwhelming” number of e-mails in support of the new venture from companies “across the board,” said James.
Asked about stand costs, he said the Earl's Court Boat Show would probably offer better value than any other show. But John stressed that this meant value in terms of being “financially successful through revenue” rather than in logistical cost.
The man charged with turning the vision of John and James into reality is Paul Streeter, until recently managing director of National Boat Shows, who has a wealth of staging boat shows, with seven Londons and six Southamptons to his credit. His involvement in the Earls Court venture certainly adds credibility, and he said he would not have got involved if he was not convinced it would be a success.
“I think there is a market for a show back at Earls Court, and Earls Court is fully on board.” Jeremy Rees, exhibition sales director of Earls Court Olympia agreed.
“I have never been in an industry yet that fails because it focuses on what the customer wants,” said John. “We are doing this because we believe it is what the customers want to see.”
“We are going to ask visitors what they want,” agreed Paul. “John said very early that he wanted to keep what was good about EC and add to it as well.”
The pool will definitely be a feature of the show, he said.
And for those who don't remember Earls Court through entirely rosy spectacles, and recall it as uncomfortable, overcrowded and with outdated facilities and inadequate, overpriced catering, Jeremy had reassurance to offer.
He said that since the last Earls Court boat show the centre had changed hands and the new owners had invested “tens of millions in simple things like loos and catering.”
“The entire environment has fundamentally changed,” he promised.
“This is a fantastic project we are going to be delighted to host at a great international level,” said James. “If the trend keeps going the way it is going at the moment, it is going to be a hell of an opportunity to see products you haven't seen before.”
Paul said that the next stage would be to put together a floor plan so that the team could translate all that interest into sales. “Once they have got deposits, that is when they are going to let us release the names.”
Jeremy said that from an exhibitions perspective, the interest and demand shown so far made him confident that she show would “go on this year go on to be successful.”
"Whatever happens, the show will go on this year," said John.
For more information visit www.earlscourtboatshow.com.
