Business aviation deserves a platform in its own right--and that's
just what Farnborough International '04 will give it with a show
within a show at next year's event.
Reacting partly to competition from specialized business aviation
shows such as EBACE, but also to comments from exhibitors that no
longer want bizjets and bombers parked together, the next Farnborough
International (July 19-25) will feature a Business Aircraft Park.
"We have the right target audience for the business aviation
manufacturers," explained Amanda Stainer, head of exhibitions
at Farnborough organizer SBAC (the Society of British Aerospace
Companies). "Farnborough attracts high ranking missions and
delegations from more than 42 countries. We can deliver them to
the business aviation exhibitors." Many are interested in VIP
transportation, others in special missions platforms.
A bonus for business aviation manufacturers is the ability to
give demonstration flights during the show-an impossibility at previous
shows.
"We are not trying to compete with EBACE or NBAA," Stainer
explained. "We can bring completely different customers, and
the chance to demonstrate the aircraft. We can make the show really
special and worthwhile for the exhibitors we already have. The beauty
is that we already have an established show, so we know we can deliver."
Plans call for the business aviation show to last just three days,
ending on Wednesday evening. It will be located on the old TAG terminal
area at Farnborough, allowing special biz-av show privileges such
as exclusive parking and its own entry gate. A VIP reception area
with private meeting rooms will be hosted by TAG Aviation, and exhibitors
will be able to construct their own hospitality suites if they so
wish. Shuttle buses will connect with the main show.
There are no plans yet to extend the business aviation park to
supply and service companies, many of which already exhibit at Farnborough
in the main exhibition.
SBAC and Farnborough International are here at NBAA to explain their
plans.
--John Morris
A specialized business aviation show needs a critical mass
to draw exhibitors and prospects-and Farnborough already has
that. So says Len Rayment, director of FBO operations at TAG
Aviation's showpiece facility at Farnborough, who has been
lobbying for a special place in the big show for business
aviation for the last eight years.
Now he's expecting to participate by providing VIP facilities-including
FBO services.
He sees the show within a show as an opportunity to boost
business aviation, as well as to highlight TAG's goal to provide
London's premier business airport.
Rayment is working closely with SBAC as TAG now operates
the airport, and will keep it open for regular business aviation
flights during the show. In return for special VIP services
at the Business Aviation Park he expects to use the event
as a marketing opportunity, inviting TAG's own operators,
owner-operators and prospects to both shows. "We will
invite lots of people-all the owner/operators in the region,"
he told Show News.
And that, of course, is just what the exhibitors want to
hear.
