The Ideal Home Show 2011, which ended on Sunday, was hailed a huge success as it rounded off its 17 day event at London’s Earls Court, with record visitor and exhibitor attendance, innovative show content and even a royal stamp of approval, declaring it one of the most successful and impressive shows in recent years.
The Ideal Home Show, now in its second year under the new ownership of Media 10, attracted 250,000 visitors through the doors to the 2011 show with early estimates pointing to an ABC figure in the region of 270,000, re-affirming the event’s position as the biggest consumer exhibition in the UK.
This is an incredible achievement given the success of last year’s show, there being 2 fewer bank holidays than in 2010 and the continual uncertainty of the economy. Furthermore, this year saw big successes in filtering visitors from weekends towards weekdays to spread out attendance across the 17 day event as well as increasing revenues as more paid for tickets were achieved, and less complimentary tickets were distributed.
Rob Nathan, Group Marketing Director commented: “To achieve another quarter of a million gate in 2011 is a staggering feat for Media 10. Considering that last year we increased the attendance by 100,000, the challenge was always to retain numbers as last year we had problems with overcrowding at the weekends. By filtering visitors to the weekdays we not only achieved the magic 250,000 mark but made a more even flow of those visitors throughout the week.”
This year’s content also proved a hit with visitors with a series of exciting features including the introduction of the ‘Ideal Home Refit’ sponsored by B&Q, with No 1 Coronation Street – home to Ken and Deirdre Barlow revamped by TV favourite George Clarke, and the ‘Prince’s House’, designed by the Prince’s Foundation for the Built Environment and funded and built by Media 10 and Tingdene Homes.
In addition, on the 17th March the Prince of Wales himself, paid a visit to the show to see his very own ‘Prince’s House’ the first Royal House to appear at the show since 1935 when the King’s House was presented to King George. A highlight of the event, the visit gave the Ideal Home Show an official Royal Seal of approval in 2011, an incredible achievement within just 18 months of Media 10’s ownership.
His Royal Highness also expressed his pleasure to see the show encouraging young talent to enter the inaugural ‘Young Gardeners of the Year competition’, supported by the Prince’s Foundation. Six gardens were designed and built outside the entrance to the show, attracting a host of interest from media and industry, providing a significant platform for our leading colleges to launch their careers. The Prince of Wales also awarded the winning college, Capel Manor, with their 1st place prize award at the show.
“The feedback we have had from visitors and exhibitors has been overwhelming and it’s just been a supremely enjoyable 17 days and I have to pay credit to the team in marketing and PR who have worked tirelessly to bring this event together.” added Rob Nathan.
“We feel that we have breathed life back into a struggling brand and this year’s achievement makes me every bit as proud as in 2010. To achieve the gate and increase revenues year on year in tough times was the goal so to reach our milestones has made us all very happy.
“This also sends out positive vibes for the industry, puts us on a good footing for the launch of Ideal Home Show Scotland and the Ideal Home Show at Christmas and – more importantly – for 2012.”
The success of this year’s Ideal Home Show strengthens the view that the consumer home show market has a strong and a healthy future in the UK, it also highlights Media 10’s ability to create engaging and interesting content that consumers really want, year on year. Since Media 10’s entry into the events industry 8 years ago, Media 10 have continually pushed new boundaries in show design, layout and the creation of exciting feature content, and this year's Ideal Home Show success reinforces the company’s position as one of the country’s leading event organisers, and firmly put the Ideal Home Show back on the map as the biggest consumer exhibition in the UK.
This year’s event sets the scene for the brand new Ideal Home Show Scotland coming to Glasgow between the 27th -30th May at the SECC Glasgow, and the first ever Ideal Home Show at Christmas launching this November between the 16th – 20th at London’s Earls Court.
Next year will also see the 104th annual Ideal Home Show,at London Earls Court (16th March – 1st April 2012), with more exhibitors and visitors expected than ever before.