Haymarket holds first combined London Masterchef Live and Wine Show
by Annie Byrne
Haymarket has reported visitor attendance of 28,768 visitors to its first combined Masterchef Live and Wine Show event at Olympia London. The two shows were held for the first time together from 10 to 12 November across the main Olympia Hall (Masterchef) and the West Hall (The Wine Show). The 2010 pre-audited figure compares with 26,783 visitors (ABC-audited) to the first branded Masterchef Live event in 2009. Haymarket previously ran the event under the BBC Good Food Show moniker. Haymarket acquired The Wine Show in October 2009 and relocated the event from the Business Design Centre in Islington. Given the move, event director, Rebecca Reeves told EN she expected visitors to The Wine Show drop this year from its high of 10,000 visitors, but was pleased with the overall result.Haymarket ran simultaneous marketing campaigns for both audiences to ensure it targeted potential visitors appropriately, Reeves said. It also offered “free entry” to each pre-registered visitor for either Masterchef Live or The Wine Show. The majority of tickets were pre-purchased. The combined Masterchef Live and Wine Show will return to Olympia on 11-13 October 2011. Reeves anticipated some changes to the showfloor due to Olympia’s £20m redevelopment, which kicks off in January 2011. This could include relocating The Wine Show to Olympia 2, but no details have yet been confirmed.Haymarket’s sister BBC Good Food Winter takes place at The NEC from 24-28 November. A range of similar Masterchef features will be included in this year’s Birmingham event such as MasterClasses, the Invention Test and the Masterchef Restaurant.