Sporting exhibition organiser TCR Shows has emphasised the quality of attendees at its first standalone Road Cycling Show at Sandown Park.
The debut Road Cycling Show from 21 to 22 April attracted 3,500 visitors (unaudited) and took up 2,000sqm gross with 100 exhibitors. Two cycling races coincided with the exhibition – the Surrey League Criterium Races around the venue’s race course on Saturday, and the Sandown Cyclone Sportive on Sunday.
Target visitors ranged from road racers and time triallists to sportive and commuter cyclists.
The debut exhibition was a spin-off from TCR’s Triathlon, Cycling and Running Show, which rebranded to the Triathlon Show this year to reflect its narrower focus, TCR Shows MD David Townsend said.
“Cycling is massive as an activity; within the gamut, we opted to focus on road cycling, which attracts a specific type of cyclist,” he explained. “Our objective is not to bring in big numbers, it’s about the quality of the individual coming to our show.
“Exhibitors said the quality at the first Road Cycling Show was fantastic. As an organiser, we’ve never played the numbers game the bigger events in our sectors play. We’ve found the specific nature of our shows means our audience is highly focused and energetic about attending.
“It also meant exhibitors could focus right down on products that appeal to road cyclists.”
Other features included two seminar theatres with Q&A and panel discussions. TCR partnered with IPC Media’s road cycling titles Cycling Weekly, Cycle Sport Magazine, Cycling Active and Cycling Fitness.
As well as a dedicated cycling launch, TCR Shows is relocating its Running Show, which debuted at Olympia in 2009, to Sandown Park from 27 to 28 October after postponing the 2011 edition. Townsend said the change in venue offered the show more opportunities to run complementary outdoor events.
The Road Cycling, Triathlon and Running shows remain under the Triathlon, Cycling and Running umbrella brand but will stay as separate exhibitions.
“Our flagship show had become more of a triathlon-only show, so the brand didn’t reflect the content,” Townsend added. “We were also venue bound with our existing event, so it made sense to run a cycling show separately.”
Dublin-based organiser Mara Media announced the debut of its first Cycling Show in Dublin this May.
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