Farm Progress Show Rebranding as a Business-Focused Trade Show

Canada’s Farm Show was unveiled by Regina Exhibition Association Limited (REAL) at the International Trade Centre on Monday. The 2020 show has a new focus on providing an event geared towards industry networking and business, rather than being a consumer trade show

by MARK MELNYCHUK – Post Media

“This is not necessarily about me coming with my children to look at some farm equipment. It’s actually about businesses exchanging, networking and collaborating and innovating, and what we want to do is we want to make sure that businesses can do business deals at this show,” said Tim Reid, president and CEO of REAL.

One of the biggest changes is that the show will move indoors to lessen the impact of weather, which in the past has put a damper on outdoor equipment displays.

While that may mean a smaller show in terms of floor space, Reid expects the same number of vendors, if not more. The show has reached out to its top 30 manufacturers, and all have confirmed a three-year commitment to the reformatted convention.

“There’s lots of innovation out there. We need to network, we need to educate, so the show will always provide value as long as we’re hitting those values”

 

“We’re looking at a show that’s well on its way, already being sold out before the announcement,” said Reid. “So I think the industry’s responded well.”

The show will now be held from Tuesday, June 16 to Thursday, June 18 in an effort to make it more business friendly by taking place solely during the work week. For admission, one ticket will now grant attendees access to all three days of the show. Pricing was not announced, but Reid said it would be comparable to last year.

The revamped show won’t chase ticket sales, however. Last year, the organization did not post attendance numbers, and the rebranding has put added emphasis on the event as a business affair. Reid said the convention drives approximately $185 million of economic impact, but that is not fuelled by admissions.

“This is about business interactions, and so other shows focus on how many guests can we get through the gate? So The Queen City Exhibition is about … how much traffic can we get through that gate? This show is actually about how much business can get done on site,” said Reid.

The show will have a new stage for product launches and speaking engagements. REAL is investing $100,000 to bring in industry leaders to speak at the show.

Despite the messaging on business, the show will still have a new entertainment event courtesy Alpha Bull Rodeo. Reid said this isn’t meant to be a public draw. Instead, it’s to provide a hosting opportunity for companies, similar to hockey or football games.

“A lot of business deals are done in the boardroom, but a lot of them are actually done over over an event or an experience,” said Reid.

Jeff Cockwill, Viterra’s director of corporate affairs and a member of the show’s advisory board, said the show will still have a place as long as it continues to provide an event where the industry can gather and collaborate.

“There’s lots of innovation out there. We need to network, we need to educate, so the show will always provide value as long as we’re hitting those values,” said Cockwill.

Jamie Pegg, the general manager for Honey Bee Manufacturing, called the rebranding a strong attempt to differentiate the show from others. The company, which is based out of Frontier, has attended the show for more than 30 years and sees it as a must-go.

“The purpose of that farm show for manufacturing is to speak with the farmers and the dealers that sell the farmers the product, and anything that brings in more of these dealers and farmers is always a positive thing, and I think they’ve tried to address that in some of the changes they’ve made,” said Pegg during a phone interview.

Although “progress” is no longer in the title, Reid said that doesn’t mean the show isn’t embracing industry change or innovation. It now simply goes without saying.

“The reality of agriculture today is if you’re not progressive you simply don’t exist, and so now is the time to drop the progress side and just recognize that everything we do in the agriculture and farming industry is progressive,” said Reid.

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