Last year saw the UK’s largest machinery event, Lamma Show, announce it was moving to the NEC, Birmingham, in 2019.
Quickly sparking questions and debate among visitors and exhibitors as to why the show should move, we take a look at some of the reasons behind Lamma’s decision and why its parent company, AgriBriefing, thinks this is the right move for the show’s future.
AgriBriefing’s group events director Elisabeth Mork-Eidem says: “We have always been keen on bringing the show to the NEC as it will continue the evolution of the event, maintaining Lamma’s status as the UK’s premier agricultural machinery and technology show.”
However, it was not just Lamma’s ambitions to grow the show which prompted its move to the NEC, explains Ms Mork-Eidem.
“The decision to move was precipitated by the news that the East of England Showground has plans to sell off its land for redevelopment and the subsequent notice we were given.
“Following this news, the Lamma team scoped out all possible alternative locations – both indoors and outdoors – to host the show. The NEC was deemed by far the best, and realistically, the only viable option.”
The weather also had its part to play.
“The cancellation on day two of the 2018 Lamma event demonstrated the vulnerabilities of hosting an event outdoors in January, particularly when the winter months can bring high winds, rain and snow."
A large portion of the NEC’s suitability comes down to its infrastructure, says Ms Mork-Eidem.
“It specialises in hosting the UK’s largest events, which bodes well for Lamma.
“Our conversations with exhibitors and visitors over the past six months has fed back a significant amount of support for the move to the NEC.”
Richard Millar, Fendt UK and Ireland marketing manager, says: “This move will bring the whole show up to a new level. It will allow us to talk to new and existing customers in a much improved environment.”
Louise Hemmings, JCB Agriculture marketing specialist, adds: “This is an exciting move for the UK’s leading agricultural event, especially for JCB as a British company. The NEC will allow both us and other exhibitors to truly showcase our products in a central, undercover location.”
Is it still free to attend for visitors?
Both the show and parking will remain free for visitors. However, visitors will be required to register, either before or upon arrival at the show.
Cost of exhibiting?
While the stand rates will increase over the previous Lamma rates, they will be lower than all other events at the NEC.
And because much of the infrastructure is in place, there will be no need for exhibitors to build marquees, lay trackways or put woodchip down.
For all exhibitor enquiries, contact Kate Walsh, event manager, on 07787 242 185.
When is it?
The show will continue to take place in January, with the first Lamma Show at the NEC taking place on Tuesday 8 and Wednesday 9.
Transport and accommodation?
The NEC is accessible by air, rail and road links, and its central location means 75 per cent of the UK’s population lives within a three-hour drive of the venue.
There is also a wide range of accommodation options including hotels close to the NEC, hotels in central Birmingham and a range of accommodation throughout Warwickshire.
What will the new site look like?
The whole event will be indoors, made up of 11 halls covering 70,000sq.m (753,473sq.ft) on the Atrium side of the NEC site.
Similar to the 2018 event, the show will be split up into zones including general machinery, dairy and livestock equipment and services, root vegetable equipment and services, business and careers, components and workshop, and agronomy and agri-chem.
Build time for exhibitors?
A four-day build time will be given to exhibitors, starting on Friday, January 4.
All exhibitors will be issued with a new exhibitor manual explaining how everything will work in regards to fork lifts, timings, etc.