Sign in or Register
 
 
THE WINTER MASH-QUERADE PRESENTED BY MASH MEDIA
Register today to receive each issue absolutely FREE!


Sales Manager
London

Sponsorship Manager
London

Marketing Executive
South West, London

Sales Executive
London



Tom McInerney, director of Etherlive gives EN his cyber security top...

EN discovers Millbrook is a diverse venue with added va-va-voom. ...

David Becker, co-founder of zkipster, talks to EN about audience...

Exhibition News October 2014
October 2014

Upper Street puts London Wild Bird Watch on hold
posted on: 13/8/2012 10:29:17
london wildbird watch

Upper Street Events has opted to put its birdwatching consumer show on ice following its debut this year.
 
London Wild Bird Watch Live was launched from 24 to 26 February at the London Wetlands Centre in Barnes and featured temporary halls for a shopping village, a 450-seat theatre and a 110m, double-decker viewing structure for visitors to test out new products. Tickets included access to the centre.
 
Upper Street Events MD Paul Byrom said a lower-than-expected visitor result and several commercial and operational changes had prompted the organiser to put a hold on the event after one edition.
 
“The team worked incredibly hard on it and I’m proud of what they delivered – the look and feel was superb and the content was engaging,” Byrom told EN. “Unfortunately, the numbers were nowhere near what we wanted, which was disappointing.”
 
Byrom attributed the below-par result to poor weather conditions, not fully capitalising on visitor promotion through its marketing partners early enough, and several subsequent questions about the show’s narrow focus.
 
“I wasn’t willing to commit to going forward in the current format, so it’s gone back into our new business development pot,” he continued. “We are now looking at new venues, timelines, and reshaping the proposition. We think there is something in it, so we will come back when we’re in the advanced stages of researching this further.”
 
For example, Byrom pointed out each theatre session was two-thirds full, while the technological infrastructure used to broadcast live feeds of the wetlands into the theatre sessions proved a major achievement.
 
“The exhibitors didn’t do as well as they should have done because of the visitor figures, but they were hugely supportive of the look, feel and content, and the people that did attend were bang-on,” Byrom added. “We now have to work out a better way forward.
 
“Basically, it comes down to how we make it more commercially viable, because it doesn’t make commercial sense at the moment.”
 
London Wild Bird Watch founder and director Chris James has since left Upper Street Events to take up a post at Informa. The future of the event is being overseen by head of new business, Shirry Liram.
 
Got a story for Exhibition News? Email us: exhibitionnews@mashmedia.net


Print:
Email:
Share article:

COMMENTS
The views expressed in the comments below are those of our users and do not necessarily reflect the views of Exhibition News.
MummyPlant (1 year ago)
I was busy looking for the date of the 2013 fair only to find this article. A great shame, I spent more money here than any other fair and a co-worker told me that her daughter had been and raved about the fair even before I mentioned that I had been. I am very disappointed as this was a highlight of last year.
The comments have been moderated in advance.
Would you like to Leave a Comment?

LATEST NEWS
UBM claims good Q3 performance
posted on: 24/10/2014 14:15:23
Organiser UBM’s latest interim management statement has said growth in the events business has helped drive performance, though results will continue to be affected by currency movements.

Excel London has announced a new partnership with luggage concierge firm Portr, to deliver a new ‘premium travel experience’ for attendees visiting exhibitions hosted at the venue.

The NEC has extended its partnership with NCC Events, the exhibition arm of the National Caravan Council (NCC) to host its two exhibitions for the next three years.

Mischendahl to leave Logistik Group
posted on: 23/10/2014 12:24:23
Joint MD and Logistik Group founder, Dirk Mischendahl has revealed he is to step away from the event agency after eighteen years at the helm.

EN supports event blogging industry
posted on: 23/10/2014 11:15:14
Preparations for the second National UK Blog Awards (UKBA15) are underway, with Exhibition News as an event category sponsor.