New Pet And Aquatics Trade Show Approaches

The launch of a new double-bill of regional pet and aquatics shows aimed exclusively at traders, is almost upon us. The first Pet and Aquatics Trade Show or PATS, takes place in Surrey at the Sandown Park Exhibition Centre on 24th and 25th March. This is followed by, well let's call it PATS 2 which is being held slightly further North on May 5th-6th, when the weather has warmed up a bit, at the Harrogate International Centre in Yorkshire.

Neither of these is the enormous glitzy event that we see in the Autumn at Glee. Nevertheless, the oganiser Impact Exhibitions & Events has struck a chord with exhibitors who appear to have welcomed the toned down approach as one appropriate to the atmosphere of our current economic situation.

Impact Exhibitions actually has its roots in Glee Petindex and the original Emap set-up at Birmingham's NEC. Heading up Impact Exhibitions, Director Gordon Thomas was for 8 years until 2007, Event Director at Emap. Alongside Annie Dyke who is managing PATS, Gordon was responsible for incorporating Petindex into Glee in 2001. Annie Dyke was made redundant from Emap last year in the fallout from break-up of the publishing giant. Another familiar name from Glee is its one-time face to the media, Angie Noon who is now handling Public Relations for PATS.

The events are well supported. By the end of November PATS confirmed that that 73% of the total available space was sold. Organisers reported that 60% of those who had so far pre-registered as visitors to the events were specialist pet and aquatics retailers, with 78% being directors, proprietors or buyers. Across the two venues PATS has reported that 54% of all confirmed exhibitors will show at Harrogate and 46% at Sandown.

Visitor entry is free by logging on to www.patshow.co.uk, and clicking on the 'register' link. ices starting from £30 in guest houses and £70 in hotels. All information about the shows and how to reach the locations is available by clicking on ‘visiting’. The website features the shows’ contracted exhibitor list so visitors can plan in advance. The benefits of visiting PATS 2009 also include access to show-only offers from a wide range of exhibitors; a free show catalogue and a free tea or coffee. For more information please contact Impact Exhibitions and Events on 01732 834894. Pet and aquatics exhibitors to show exclusively at PATS 2009 The pet and aquatics trade continues to embrace PATS 2009 with enthusiasm and many exhibitors have confirmed that the Sandown and Harrogate-based shows will form their sole trade show strategy for 2008/2009. Show organiser Annie Dyke says: “PATS 2009’s timing, venues and our focus purely on the pet and aquatics trade has created great enthusiasm. The shows are filling fast with a good mix of companies showing interesting and varied ranges to appeal to visitors buying pet and aquatics products. A number of our exhibitors have told us they will not be exhibiting at any other trade show in 2008 or 2009 and are keen to try the new approach offered by PATS.’ Companies exclusive to PATS 2009 include Fenland Fisheries, Skinners Pet Foods, NT Labs, Beaphar, Starline Aquatics, Ferplast, Pedigree Wholesale and Denes Natural Pet Care Ltd. Julie Hollyer, director of Fenland Fisheries, is delighted with PATS’ timing and cost effectiveness. She says: “We are wholesalers of coldwater fish, our company is most active between March and September; so the opportunity to participate in a spring show enables us to maintain our sales momentum. We are a relatively small business and a trade show with affordable stand space enables even smaller businesses like ours to make a presence. This can only be for the overall good of the industry and I am very much looking forward to the event.” Peter Leaney of Denes Natural Pet Care is also pleased with the equality of opportunity offered by the maximum stand size policy and believes PATS’ regional element is a bonus: ‘I believe that more retailers may be encouraged to attend because of the regional location. I decided to exhibit because the show is dedicated to the pet trade; the package offered is competitive, stand sizes are restricted and I have been disappointed with costs and results at other UK shows.’ Andy Stagg, director of NT Labs, is equally enthusiastic. "We are delighted to have signed up for both Pats Exhibitions at Harrogate and Sandown Park” he says. “The venues offer a strong attraction for visitors in our Aquatic sector of the pet trade and the timing could not be better for pre and post Easter trade. We looked hard at the exhibitions we were committed to historically and asked many of the people who attended what they liked or disliked about those shows. We received a strong reply; they were tired of the venues, the lack of different exhibitors or anything exciting from the trade…The feeling of déja vu not only kills the visitors’ enthusiasm; it also makes it difficult to drum up enthusiasm from the staff manning the booth .......time to try something new and lets see what comes out of it!" Elizabeth Fox of Skinners Pet Foods comments: We have decided to exhibit at both PATS exhibitions because the whole ethos of a dedicated pet/aquatic trade show, with the opportunity to reach both the north and south of the country at very reasonable, all inclusive rates, seems a very attractive proposition to us as a small family-run company. The only other trade show at which we exhibit is Interzoo in Germany; but that is primarily to expand the export side of the business. Our new Skinner's range, launched earlier this year, is proving very popular with both customers and retailers alike who are looking for premium quality complete dog foods, at affordable and competitive prices. We have found in recent months that due to the unprecedented price increases in many of our competitors’ products we have been inundated with enquiries for our foods, with continuing emphasis on hypoallergenic foods and also for our Light & Senior product, which is aimed at the older, overweight or less active dog. We are therefore looking forward to exhibiting next year and putting ourselves and our products in front of the many retailers who we know can benefit from stocking Skinner's range of complete dry dog foods.” Beaphar’s Sales Manager, Roland Huggett adds his view: “For Beaphar, offering key product areas such as flea and pond, the earlier date is especially suitable is it is ideal for offers just ahead of the main season. We decided to exhibit at both shows on their individual merits. Sandown is geographically convenient for some of the best pet stores in the country; whilst Harrogate offers the opportunity to revisit the spa town that everybody assures me was always the place where the best pet exhibitions used to take place in the eighties. I've been in pet trade 14 years but that still predates me, so I'm looking forward to an educational experience! Beaphar's desire in exhibiting at any trade show is all about meeting new and existing customers. If this regional format makes it easier for busy pet trade professionals to get to the show, then we will be happy to support it. The key point is that it's something new for the pet trade, and we're happy to support PATS in year one to try and help it be successful.” Visitors can now register online to attend PATS 2009. All visitors will enjoy free entry and free show catalogue; a complementary cup of tea or coffee and a brochure containing exclusive show offers. For simple online registration and more information visit www.patshow.co.uk Ends September 2nd 2008 The launch of PATS – The Pet and Aquatics Trade Shows – is creating huge interest and anticipation in the pet and aquatics trade. These two new regional trade shows will provide easily-accessed venues for a Southern event (Sandown Park, 24th and 25th March 2009) and a Northern event (Harrogate, 5th and 6th May 2009). Invitations to participate in these exciting new ventures were issued to the trade early this year; and already more than half the available space at both venues has been reserved. Amongst the companies planning to exhibit are Ferplast, Juwel Aquarium, Crown Petfoods, Johnsons, John Allan, Pedigree Wholesale, Nishikoi, Aquatic Solutions, Casco, VitaKraft and Wagg Foods. The new shows are organised by Impact Exhibitions and Events and managed by Annie Dyke, whose years of association with the pet and aquatics trade are well documented and include the organisation of Petindex in its original form and Glee Petindex when the show became part of the Emap TPS portfolio. Annie’s knowledge and understanding of the pet and aquatics industry is borne of 15 years experience working in the trade and with its key associations; and a lifetime of personal involvement in caring for pets. The PATS shows are deliberately designed to offer a regional focus which will assist the trade on a number of levels. Via PATS, exhibiting companies of all sizes - including those without their own sales forces – can promote their products and launch new concepts efficiently, effectively and cost effectively to a targeted audience. And that audience will include wholesalers, kennels, catteries and regional retailers who can access the more convenient of the two venues for their own, time-efficient needs. “The feedback I am regularly receiving from the trade is that PATS will offer sterling opportunities to meet regional customers” says Annie. “Many of our exhibitors plan to take space with us after expressing the opinion that the pet and aquatics industry has a clear need for shows that offer this tighter, more targeted focus. This, together with realistic stand package prices, will create a much more cost effective exhibiting opportunity than any other show currently available to the pet and aquatics trade.” The PATS team is offering fully comprehensive stand package prices with no hidden extras. In the knowledge that staff accommodation costs can bite deeply into exhibition budgets, special deals have been negotiated in local accommodation providers for ensuite rooms at prices starting from £30 in guest houses and £70 in hotels. And a 5% discount is available for companies wishing to exhibit at both locations. Press Information We look forward to meeting you at PATS! Welcome to the press page for PATS – the brand new, dedicated pet and aquatics trade shows The south-based PATS will take place in Sandown Park Exhibition Centre, March 24 and 25 2009 The north-based PATS will take place in Harrogate International Exhibition Centre, May 5 and 6 2009 Both venues are easy to access and you will discover how-to-find information by clicking the ‘How to get there’ tab of this website We hope for an opportunity to meet you at one or both shows. PATS will see the debut of a number of new companies/brands and a host of exciting new products Press passes are, of course, free of charge so please, click on the registration page of this website, complete and return your badge request Each show will feature an onsite press office, in which exhibitors will display their press packs; PATS organisers will issue show news (such as the winners of the PATS 2009 Product of the Year Awards …the Retailers’ Choice…) and members of the media can meet up with colleagues and the PATS team… In the meantime this page is designed to give you regular updates on PATS news releases or ‘stop press’ announcements. Just click here to view PATS 2009 Press Releases and to update yourself with PATS latest news. For information please contact Angie Noon, PATS PR consultant; 01342 716340 PO Box 322, East Grinstead, RH19 2FP See you at PATS! 21 Jan 2009 Pet Gazette January issue – interview with PATS organisers What’s your background and how did you get involved with PATS? Annie Dyke (AD): I have been involved with organising exhibitions since 1983 and I organised Petindex for sixteen years; formerly for the Pet Care Trust and latterly for Emap. The pet and aquatics trade industry is very communicative and during this time, I made many friends across the trade. We all keep in touch regularly and those close friendships are really what sparked my involvement with PATS. Gordon Thomas (GT): I’ve been exhibition organising since 1982 and have run a wide range of trade shows, staging more than 55 individual exhibitions. During my time as a director for Glee I worked with Annie to ensure the smooth incorporation of Petindex and our excellent working relationship has been re-established since we’ve both been free to create the new shows. Where did the idea come from to create these two shows? GT: From talking with and listening to the trade. After many such conversations, we decided to launch PATS 2009. Our goal was specific; to create a regional, dual-venue show dedicated purely to the pet and aquatics trade, that combined to serve the whole country and offer exhibitors genuine flexibility and good value. And to present shows organised by a really experienced team with a focus on great customer service. Anyone who has exhibited in a show organised by Annie will have experienced her dedication to delivering quality results and exceptional exhibitor care. We share the same values, as does the whole of the PATS team. How are preparations for the PATS shows progressing? AD: Really well! In Sandown and Harrogate we have two excellent, purpose built venues run by professional and experienced teams with whom we already have great relationships. The trade has really embraced PATS 2009 with enthusiasm and both north and south-based shows are filling fast; by early December ‘08, 76% of the available stand space was booked. Our exhibitors are also working closely with us; by direct invitation to their customers and also by staging show seminars, demonstrations and special events, they are helping us attract the visitors with whom everyone wants to do business. And we are delighted with the extensive support we are receiving from the pet, aquatics and garden trade media. What does setting up a new show like this entail? GT: Probably much more than people could ever realise! Huge amounts of attention to detail in sales, marketing, operations, design, publicity and promotions and, of course, administration. In these and all areas our key focus is on communication. We keep in regular contact with our exhibitors, with our suppliers – and, of course, with our visitors. And our aim is to listen to all feedback so that we can deliver what the trade really wants. In what way do the PATS shows differentiate themselves from other existing shows such as Glee? GT: We are seeking to provide a cost effective and business-focused and dedicated pet and aquatics trade show, in which companies of all sizes can meet on a relatively level playing field; and that’s what we are achieving. Stand sizes are strictly limited so no one, single brand can dominate and distract. Visitors will find each show easy to access and, therefore, to visit in a single day. We aim to offer the environment for suppliers and their customers to meet and talk in the considered way that suits the current economic climate. In addition, we know that PATS will also attract new, independent retailers who traditionally have not been able to afford the time or cost involved in travelling long distances to single venue shows. We want to make PATS a friendly and relaxed environment conducive to doing real business; every visitor will get free tea and coffee, a free catalogue and, of course, PATS is free to visit. How have the prospects of the shows been greeted by the industry? AD: The answer is demonstrated by our current exhibitor list. PATS 2009 is attracting national and international companies – those who regularly take part in shows, those who have not exhibited in recent years and also companies that have never exhibited at any trade show before. Every exhibitor listed on our website and in our published material is a confirmed, contracted exhibitor. Do you think there is some dissatisfaction with existing trade shows? AD: We launched PATS because the feedback we received from all areas of the market told us the trade was seeking something very different. We cannot say whether that is borne of dissatisfaction or just the desire to try something new. What benefits would exhibiting at PATS bring, in your opinion? GT: A varied range of visitors, many of whom will not have regularly visited other shows. The opportunity to exhibit rather than to compete; to do effective business rather than to simply create an image. And to achieve all this at all-inclusive, transparent price levels, with many benefits (such as free presence on the PATS website; free catalogue entry, free customer invitations and free entry for up to three products in the high profile Retailers’ Choice product showcase) included. With your two shows and the new Ultimate Pet Show there are a lot of new shows opening up over the next year. Is this a coincidence or have some people spotted a gap in the market? GT: The Ultimate Pet Show is a new consumer show, of course, whereas PATS 2009 is aimed purely at the trade. We wish them well. For ourselves, we spotted a gap in this market for cost effective, easily accessible and dedicated trade shows. We’re in the middle of a bad recession. Do you think the industry is in a position to support the number of shows being planned? GT: We believe the industry will continue to support PATS as long as we continue to deliver. Whereas originally PATS was perceived by some exhibitors as something different to add to their sales and marketing schedule, the moment the economic climate became more difficult PATS became the show of choice. The world is changing; moving away from conspicuous consumption and trade shows have to respond and offer exhibitors opportunities to reflect this in how they present to their customers. We are committed to offering shows that will serve the market. And we believe we will continue to receive the trade’s support for as long as we can continue to prove we have earned it. How healthy do you think the pet trade is in the current climate? What do you see happening during the next year? Recent research (Pet Food and Pet Care Retailing UK, Mintel October 2008) says that ‘the market for treats, gifts and pet services, such as therapy and grooming, continues to widen.’ Evidence shows that premium products such as specialist pet foods continue to sell successfully. Our exhibitor list reflects the buoyancy of many areas of the pet and aquatics trade at present. In all our conversations with our customers, both exhibitors and visitors, we know that there is uncertainty about the future; but there is recognition that it is still vitally important for the trade to meet and do business in a face to face environment. Over the next year, we will see PATS delivering that highly cost-effective opportunity for the trade to come together and do worthwhile business.