Emergency Services Show 2019

Case Study

Pushing exhibitions boundaries with the use of outdoor space

OVERVIEW
Client: Broden Media Limited
Event: Emergency Services Show 2019
Date: 18-19 September 2019
Attendance: Over 8,300 visitors and 450 exhibitors

ABOUT THE CLIENT
Broden Media Limited is part of Nineteen Group, organisers of major-scale trade exhibitions within the security, fire, emergency services, disaster management, health and safety, facilities management and maintenance sectors. Broden Media organise the Emergency Services Show and publish the Emergency Services Times magazine. The trade only show is the UK’s leading annual showcase of the blue light sector, featuring exhibitors, live demonstrations, unique learning opportunities and unrivalled networking.

EVENT OBJECTIVE
The 2019 Emergency Services Show was set to be the 14th edition. The annual event aims to bring together all disciplines from the emergency services sector to discover innovative technologies and operational solutions, whilst sharing experiences and uniting in the collaborative approach to public safety.

Uniquely, the show uses outdoor land and water areas of the NEC Campus, just beyond the doors to the NEC halls. This element offers a new dimension to this show, in contrast to many other exhibitions, and assists in fulfilling the organiser’s objective to provide an all-encompassing event to the emergency services industry.

WHY THE NEC?
The show moved to the NEC in 2013, having had two previous homes in the six years previous. It was the requirement for greater space that drew the organiser to the NEC, but the prestige, facilities and transport links were also instrumental in the decision-making process. David Brown, Joint Managing Director of Broden Media, said of the move in 2013: “We are excited to be bringing the country’s foremost emergency services event to such a fantastic and iconic venue. The NEC has a great location that really adds value for our exhibitors and visitors, with superb transport link and facilities.”

Those mentioned facilities have allowed the show to push the boundaries of exhibition norms by using space beyond the halls and even taking to the water. Pendigo Lake, the lakeside beach and adjacent hard standing is incredibly useful to the show for product demonstrations and live experiential elements.

The NEC has a great location that really adds value for our exhibitors and visitors.

David Brown

Joint Managing Director of Broden Media

FORMAT
The two-day event takes place within Hall 5 and outdoors, using Pendigo Lake, the lakeside beach and adjacent hard standing.

CHALLENGES
Taking an indoor event and incorporating outdoor elements comes with minor challenges.

Prior to its NEC relocation, the show was a November event but the move to September ensured greater outdoor potential with increased daylight hours.

Careful continuous management of the Pendigo Lake and surrounding areas on the NEC Campus ensure outdoor activities are safe. Having 24/7 security across the site negates any potential issues arising with the areas prior to the show arrival and during its tenancy.

SUCCESS
The event continues to grow year-on-year at the NEC. The visitor numbers were up 5% from 2018 to 2019, meanwhile over 100 new exhibitors were attracted to the event, with expected further growth for future renewals.

The outdoor elements continue to be greatly successful and have become an important part of the exhibition. Activities such as the water rescue demonstrations, integral to showcasing the work and products of emergency service bodies, couldn’t be possible at many alternative locations.

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