Added attraction

Summary
• W8 takes place at the Birmingham NEC, October 26-29.
• The exhibition runs alongside the Interbuild and Timber Zone show.
• 12,000 visitors representing 7,000 companies are expected.
• Total stand area will be 15,000m².
• Exhibitors will include timber companies, as well as technology and components suppliers.

It’s a mould-breaking move for the Working with Wood exhibition. Branded W8, the event this year takes place at the Birmingham NEC for the first time alongside the Interbuild and Timber Zone shows.

The prospect of the exhibitions running in tandem excites organiser John Smith-Bodden and, he believes, should do the same for exhibitors and visitors.

“It gives visitors the possibility of getting even more value out of their time at the NEC and exhibitors the potential for seeing people visiting Interbuild/Timber Zone,” he said. “It may account for the fact that we’ve already booked 90% of our 15,500m² stand space. We’re also getting visitor enquiries and may open pre-registration on our website (www.w-aspects.co.uk/w8exhibition) two months earlier than before in April.”

W8, in halls 6, 7, 8 and 20 at the NEC, will be just a quick stroll from Interbuild, which occupies halls 3-5 (with the Timber Zone also in 5). The organisers are keen to encourage traffic between the two events where it “maximises visitor value” and they will flag up each other’s presence in show literature.

“For example, we think timber frame businesses could be interested in visiting both shows, looking at the processing machinery in W8 and components and frame systems in the Timber Zone,” said Mr Smith-Bodden. “And many other sectors will find the events of complementary interest.”

But while keen to highlight the connection with the other shows, he also stressed that W8 will not be over-shadowed by its neighbours.

Wood-specific audience

“We see our relationship as cousins, rather than brother and sister,” he said. “We’re keen to keep and serve our own wood-specific audience and we’ve kept the show at four days as opposed to Interbuild/Timber Zone’s five because it suits our exhibitors better.”

W8 stands will feature joinery and other wood processing equipment, plus associated products, including latest dust extraction technology. In addition, several wood and timber products suppliers will be exhibiting.

“We’ve also got a larger presence from the CNC and design software sector,” said Mr Smith-Bodden.

A further innovation this year is that furniture component suppliers, which at W6 had their own section, will be fully integrated among the other stands. “This gives visitors a broader diversity of displays as they tour the show,” said Mr Smith-Bodden.

W8 is also inviting exhibitors from the cancelled London Timber Show to take space in Birmingham, although it is not following Interbuild’s example of offering them a discounted rate. “We feel that, at £199/m² for a stand and £234/m² for stand and shell, we’re [already] very good value,” said Mr Smith-Bodden

The core audiences for W8 are the construction sector and joinery and furniture producers and around 12,000 visitors are forecast.

“Shows in years gone by might have had a larger visitor total, but the number of companies attending has been maintained at 7,000,” said Mr Smith-Bodden. “So we can genuinely say that the quality of visitors and their value as leads to exhibitors have held up and we’re confident the same will be the case at W8.”

Online exhibition showcase

Another prominent feature at W8 will be the W-Aspects service launched in 2006 by the show’s owner the Wood Machinery Suppliers’ Association (WMSA). This online initiative (www.w-aspects.co.uk) was designed to maintain the profile of the biennial Working with Wood between shows and to act as an ongoing shop window for exhibitors.

“Manufacturers take space in the W Zone at W-Aspects and can post information about latest product and service developments,” said Mr Smith-Bodden. He added that the “W stable” is also launching a 15,000-circulation W Zone magazine targeting potential W8 visitors across the wood processing sector and designed to “maintain communication with them between events”.

At previous shows, the WMSA has run a skills competition for wood-processing company trainees and apprentices at the show, but this year the training theme will be broadened with a zone centred on the UK Woodchain organisation’s “tower of knowledge” stand. Training specialist Didac is also in discussion with the organisers on developing this feature.

Inspired by the German Ligna timber technology exhibition, a side attraction at W8 will be a timber art and sculpture arena. “And throughout the show, sculptor Andrew Frost will be giving a chainsaw carving demonstration,” said Mr Smith-Bodden. “It’s a fascinating skill, although we’d like to stress we won’t be inviting visitors to have a go!”

The key message, he added, is that “if you work with wood, you should be at W8”. And, of course, there are another couple of shows next door, if you feel like dropping in.