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Australian (Sydney) bicycle show cancelled

Posted April 5th, 2007 in Industry

The 2007 Australian Bicycle Show slated for Sydney on it’s usual rotating basis has been cancelled with changing trends in how products are promoted by the large importers and wholesalers being cited as a major reason for this.

As Gary Hunt, show director for Lake Wangary Publishing points out.

It was a sad decision to make, cancelling the Show, certainly one we did not make lightly. It’s probably not surprising that we’re philosophically pro-bike, given the business we’re in and our long history with the show, but the decision is purely one of economic reality; the event as it stands was becoming unviable—exhibitors were making the choice to pursue other means of promoting their business.

Furthermore.

A trade show is highly dependant on momentum and confidence; exhibitors need to believe there will be a lot of the industry present and that the major players of the industry will be there in an anchoring role. When several of these large companies don’t include the trade show in their plans, the smaller companies begin to hesitate and the whole process of booking and building the event can spiral down quite rapidly. There are significant costs for exhibitors and quantifying return is difficult in many cases, so it’s not an easy decision for them either.

Gary also mentions that the cancellation comes at a time when all the ducks are lining up for the industry. Something I absolutely agree with.

I think over the past several years however, the event had a positive influence on the industry and cycling community and had the potential to focus and ground the debate that surround the benefits of cycling (health environmental social). These arguments I believe, are just beginning to gain traction and public acceptance and so perhaps the decision to not exhibit at a bike show may be a short term strategy the industry will regret.

But he also says there is reason to be hopeful of some kind of event in the future.

I believe there will be another bike show emerge in the near future, perhaps in a different format not necessarily linking trade and consumer aspects. There have been three or four organisers attempt to get a rival show off the ground over the time we’ve run the Bicycling Australia Show (none of which succeeded) so there will be contenders, and we’ll support them where we can.

Certainly, the industry here in Australia does need some kind of comprehensive presence in order to show it’s wares and build community, not only with those inside the industry but with consumers.

In the short term this could mean that Interbike will take on a more important role for some Australian retailers who are keen to be in the thick of the action while keeping abreast of new seasonal product and general industry trends - and given the immediacy of new media, consumers will be able to read about new product online on the day it’s released.

An official statement to potential exhibitors is below the fold.

Bicycling Australia Statement

I am writing to formally advise you that Lake Wangary Publishing Co Pty Ltd will no longer organise and promote the Bicycle Show on behalf of BIA. It is now in the hands of the BIA Directors to decide on the future path of action, whether that may be to contract another company to run the show or discontinue the show entirely.

Our reason for not wishing to continue is that the show is longer a profitable venture. We incurred a loss in 2006 and based on the reduction in advanced booking support for 2007, we can envisage making a substantial loss if we were to proceed.

I would like to take this opportunity to thank BIA for the opportunity and experience of running the show on their behalf for the past decade. Although in the end it has not proved to be a financially viable venture, I feel that collectively we have achieved many positive outcomes for the bicycle industry through the show. These include facilitating better communication between wholesalers, retailers and consumers, giving cycling a positive image to the broader Australian community, encouraging excellence in the industry through annual trade awards and dinners and leaving a legacy of permanent facilities such as the mountain cross track at Sydney Olympic Park.

Thank you also, to all those companies who have supported the Bicycling Australia Show and therefore the industry by exhibiting over the past ten years. Without your participation there really would have been no show.

Overall, our company will continue to go from strength to strength. Over the past year we have been enjoying record magazine sales both through newsagents and subscriptions and strong advertising growth. We will now focus our efforts on improving these aspects of our business further and continuing to build upon new initiatives.

Gary Hunt

Show Director
General Manager

Bicycling Australia

technorati tags: cycling, bicycles, australia

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