Background

The British and International Golf Greenkeepers' Association (BIGGA) Turf Management Exhibition (BTME) is Europe’s leading exhibition for turf professionals and buyers. Visitors to BTME can attend more than 250 hours of educational development programmes including workshops, mock interviews, a careers clinic and the Turf Managers’ Conference. The exhibition also offers networking opportunities and the chance to view the latest products and innovations in the industry showcased by more than 150 exhibitors.

We have a long-standing working partnership with BTME and its organiser, BIGGA. This year we celebrated providing event services to 28 of their exhibitions. The 2018 exhibition welcomed nearly 5,000 turf managers, golf club owners, managers and industry decision-makers to the Harrogate Convention Centre (HCC).

Objective

BTME has grown over 300% since 1990, when we first worked on the show. Originally occupying one hall at the HCC, this extensive growth has allowed the organisers to expand the event into four halls, with further expansion planned for 2019. This continued growth has been achieved by increasing the focus on education and creating a ‘must attend’ feel.

For 2018 BIGGA wanted to focus on updating the image of its stand to reflect the professionalism of the organisation. This involved re-designing a more open stand with themed areas. The design also led to a new layout for the stand and the use of improved graphics with larger images and signage.

Alongside the re-designed stand we also provided our full range of integrated event services including shell scheme, electrics, carpeting, furniture and signage.

Strategy

Despite the event’s continued growth, the installation still takes place over a three-day window. Our flexible approach means that regardless of the increased number of stands and space involved in set-up, we were still able to keep to the agreed timescale.

To service the event, we provided more than 8,000 square metres of carpet, 80 different types of furniture and over 200 direction and branding signs.

We also constructed entrance walls that featured better signage and were key in facilitating visitor flow. These walls required liaison with and planning from HCC. Our knowledge from our considerable experience of working at HCC meant that this was carried out quickly and efficiently to ensure there were no delays in the build-up to the event.

The new brief for the 2018 exhibition focussed largely on the rebrand of the BIGGA stand and its graphics. Sam Ahmadi, event coordinator at Joe Manby Limited, interpreted the brief from the BIGGA team to create a fresh and contemporary take on the BIGGA branding that could also be adapted for quick and easy assembly. We combined this new branding with larger, more eye-catching graphics which replaced the original blue loop nylon panels.

The rebrand of the BIGGA stand also included colour coding to make each area of the stand visually distinct. A more open stand and reception desk allowed for a steady flow of delegates and more effective communication to make the stand even more
appealing.

Result

With our contribution, BIGGA agreed that the objectives had been successfully achieved with many delegates complimenting the open-plan stand and its new graphics. BIGGA will continue to develop their stand as the show expands in future years to ensure its continued growth and success.

Our continued work with BIGGA and BTME reflects Joe Manby Limited’s ability to work in partnership with its clients. Providing innovative solutions and reliable services means we are welcomed back year after year and are proud to contribute to the growing success of BTME.

Jim Croxton, chief executive officer of BIGGA, said: “We have worked closely with Joe Manby Limited for many years and they play a significant part in the on-going success of our exhibition and conference. Joe Manby Limited creatively interpreted the brief for our new stand and the result was complimented by members of BIGGA and delegates at the event. We are continuing to work with Joe Manby Limited as we evolve the show next year.  In order to continue to be a vital event in our industry calendar the show is moving into larger, more flexible space”