A Place in the Sun delves deeper with Florida pavilion

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A new pavilion dedicated to property opportunities in Florida will be a key new feature at this year’s A Place in the Sun Live in March. The show will be held from 11 to 13 March 2011 in Earls Court 2 and is expected to attract 7,000 visitors, up from 6,000 in 2010. The new Florida Pavilion has been put together in association with consultancy group Florida Link and features a full-day seminar programme as well as exhibitors from the US region. MD of show organiser APITS Andy Bridge said the dedicated area tied into efforts to deliver more in-depth content in specific country areas for relevant visitors. He pointed out attendance to the show has dropped in recent years, reflecting the recession’s impact on the overseas property market. “Our show has had to change in line with that,” Bridge said. “We have lower attendance and a smaller show, but people are more focused, better informed and generally more committed to buying overseas.“Our new strategy is to engage the buyer and give them more in-depth overseas information because people are more cautious about their buying decisions.” Alongside Florida, A Place in the Sun Live features Spanish and Portuguese villages. Bridge said its French Village bespoke feature area, which was launched at the 2010 Earls Court and NEC shows, will also return in 2011. It includes a full-day seminar programme, as well as over 20 French exhibitors. APITS partners with non-competing property portal provider French-Property.com to market the French Village and speaker programme. Revenue from the feature area will be split between the two organisations. “We’ve never been able to engage buyers of French property, and there’s also a competing show in the market,” Bridge explained. “Typically, people buying property in France don’t want anything else, so we’re pleased to have this dedicated mini-show.”APITS took over A Place In the Sun Live following the demise of organiser Brooklands Group in December 2008. Bridge anticipated 2011 revenue will be up 10 per cent year-on-year, triggered by its focus on fewer but more relevant visitors.Earls Court and Olympia will embark on a £20m redevelopment of Olympia this year in line with plans to shift all exhibition business to the site and convert Earls Court into a residential and business district. Got a news tip for the Exhibition News team? Contact us at: exhibitionnews@mashmedia.net
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