New vision for Glee revealed by organisers i2i Events Group
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The organisers of Glee, i2i Events Group, have announced that 2014 will mark the start of a new chapter for the exhibition, with a number of changes set to be implemented that will create a revitalised and exciting showcase.
With a view to creating fresh exhibiting opportunities, productive new features and an improved visitor experience, and following extensive consultation with suppliers, buyers and supporting trade associations, it has been agreed that 2014 will see Glee migrate to an extensive new location within the NEC.
The move is designed to enable Glee to further evolve to meet the needs of modern garden retailers. With a rich, 38 year history, the show has changed beyond recognition since its humble origins in 1975. In the last five years alone Glee has welcomed over 66,000 visitors from more than 60 countries, bringing them together with thousands of businesses across Glee’s core sectors.
 Building on this successful format, Glee’s new location within the NEC’s Halls 17 – 20, will enable every aspect of the show to benefit from a fresh start. Exhibitors will be able to relocate, whilst visitors will be walking a new show; discovering new products and companies at every turn. The overall effect will be a refreshed, revitalised event, as i2i’s Matthew Mein, Glee event manager explains.
He said: “All good retailers know that the best way to keep your store interesting for customers is to constantly revise the layout. We have applied the same approach to Glee. Whilst the show has undergone several enhancements in recent years, we still felt that the overall effect has been, to a point, predictable. In fact Glee is far from predictable. It is full of hundreds upon hundreds of companies, revealing thousands of new product launches every year. Now this revised layout and location within the NEC will enable visitors to discover more than ever before.”
As part of the new layout, Glee will benefit from a greater exhibitor ‘frontage’ with more visitor access points. Matthew Mein confirmed: “Halls 17 – 20 will give Glee exhibitors much more flexibility on their stand location. With multiple entrances, there will be more opportunity to capture visitor’s attention as they approach the show. A new location will also mean that exhibitors can effectively start their own ‘Glee next chapter’. This may mean completely redesigning their stand, or simply revising how they plan and promote their presence at the show. The possibilities are endless.”
Matthew continued: “The move to new halls also allows the overall layout and content of the show to be refreshed, as well as providing an unrivalled opportunity to add additional new content to Glee’s already strong portfolio of features and educational content.
“The other particular noteworthy benefit of Glee’s new-for-2014 location will be the Atrium and outdoor areas that are in close proximity. These two areas offer the potential for overall expansion of the show’s floorplan through additional display and exhibiting opportunities. We already have some great ideas regarding how these areas could be used, and we are excited to discuss them with the industry” added Matthew.
 Supporting the changes is GIMA, one of Glee’s partner trade associations. GIMA director, Neil Gow (left) said: “GIMA continues to work closely with the i2i team as we understand just how vital the Glee exhibition is to the garden retail industry. It is the key event of the year for the biggest majority of our members to showcase their products and services to the whole industry. The NEC is the only place a show of this size and stature can sensibly be held in the UK. The team has been working towards this hall move for many months now and it will bring a very exciting new feel to the show.
“The opportunities that this relocation will bring for all exhibitors to re-think and refresh what they do at the show is tremendous, and with the potential of the Atrium and outdoor space for exhibiting too there will be something there for every single type of exhibitor whatever their needs and budget. This is a massive plus point as it can bring the whole industry together under one roof, which is what the retail buyer needs especially in the tougher market place when the use of their time and money is under greater pressure.”
As the Glee team begins to contact all exhibitors to share further details about these changes, Matthew Mein summarised the exciting changes taking place ahead of Glee 2014: “The move into Halls 17 – 20 will mark an exciting next chapter, not just for Glee, but also for the garden retail market as a whole. It is vital that we keep our show content refreshed so that our audiences, whether exhibitors or visitors, can benefit and do even better business together. This plan will bring even more people together under one roof. Glee’s core values of Discover, Network and Grow will also travel with us to the new halls, and will remain at the heart of everything we do.
“For now, though, we look forward to the 2013 show. We are set to welcome over 500 companies to Glee, with thousands of new products set to make their debut to the industry throughout the show’s three days. I look forward to seeing the industry come together once again, and am excited to be building Glee’s future alongside them.”
More details about Glee 2013, as well as Glee 2014, will be announced shortly. To find out the latest news and to register for your free ticket please log onto www.gleebirmingham.com. For details on exhibiting at Glee, call 0207 728 4623.
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