Changes are in the air for the UK’s leading woodworking machinery exhibition.
For a start, next year’s October 8-11 event will not be known as Woodmex – the name familiar with thousands of people who have made the journey to the biennial show. Visitors will be going to”W6″. But just in case you think the show is relocating to Hammersmith, the new snazzy logo actually stands for Working with Wood 2006, and the venue will still be the Birmingham NEC.
The Woodworking Machinery Suppliers’ Association (WMSA), which owns and sponsors the exhibition, aims to reach out to the entire supply chain for wood processing, thereby broadening the show’s appeal.
To this end, the WMSA has brought organisation of the exhibition in-house and doubled the marketing budget.
Other trade organisations, including the British Woodworking Federation (BWF) and Association of Suppliers to the Furniture Industry (ASFI) are also on board as part of the new Working with Wood Confederation. The ASFI exhibition is also absorbed into the new concept.
Details announced
WMSA members had their first chance to hear about the details when Working with Wood was launched at the association’s annual meeting on April 12. Afterwards, WMSA chief executive officer John Smith-Bodden said members had agreed on the need for fresh ideas.
He said: “We felt that Woodmex had to move on from last year. When people are coming to exhibitions they are expecting to see more in one day. The fact that they will be able to see more of the supply chain will bring in different kinds of visitors.
“This is a new era for the timber processing sector, which will have a bigger, better show that builds on the success of Woodmex. The quality of the visitors will be high and we expect a great deal of business to be done.
“We have already committed to a marketing budget double that of the last Woodmex to ensure the right exhibitors and visitors get together.”
The name “Woodmex” will not completely disappear – yet. It will still feature at the 2006 show, in tandem with the Working with Wood title. Likewise, “ASFI” will be used with the umbrella title to identify the show area for furniture component suppliers. This will help keep the identity of the different sections of the exhibition while absorbing them into one new concept.
Development of ASFI
“We are looking at evolution rather than revolution,” added Mr Smith-Bodden.
He believes that the ASFI show can be successful in the new format. “There was certainly a feeling it had to change. The changes made for 2004 looked bold but, it has to be said, it was not a commercial success. We are confident that the ASFI section can develop further within the Working with Wood concept.”
The show will feature new areas including joinery, timber-framed construction, sawmilling, forestry and packaging. Timber suppliers are also being targeted.
Overall, there is intended to be more than 20,000m2 of exhibitor space, which is several thousand square metres bigger than the old Woodmex and ASFI shows combined. For 2008, the target is 25,000m2, when more changes are planned to be introduced.
Visitor numbers next year are expected to be in excess of 20,000.
The NEC’s halls 17-20 will again be the backdrop, though a flexible arrangement with the NEC allows for further expansion into hall 6.
Mr Smith-Bodden, Wendy Pattenden, who is the WMSA’s new exhibition and events manager, plus technical director Tony Kaye will be keeping their eyes out for inspiring ideas at Ligna. Making the event flow better and providing a more contemporary feel are high on the agenda.
As well as the BWF and ASFI, the Working with Wood Confederation is in talks with other trade associations, which are expected to come on board in the coming months. By working through these other confederation members, the WMSA believes it can target visitors in a more effective way than in the past.
It also aims to attract business by keeping exhibitor costs down below those of other trade shows, such as Interbuild and Mach, at the same time as giving companies further selling opportunities through a wider range and increased number of visitors.
The WMSA said: “The move towards co-operation on an expanded exhibition at trade association level is a significant move. Woodmex provides a sound core to the creation of an industry-wide event for all those working with wood and around wood.”
