Based in the heart of the highest saturation area of gun licences in the UK, a new London event will promote the countryside and country sports.
Already, key players in the trade have agreed to take part in The Country Life Fair, to be held at Fulham Palace in the beautiful grounds and walled garden, on Saturday and Sunday September 27th and 28th.
Aimed at primarily attracting London residents who enjoy the countryside, a high proportion of whom already participate in field sports, The Country Life Fair is gathering great pace, with leading shotgun brands already signed up to exhibit in the Gun Room and Grand Marquee.
The fair will be weatherproof, with all exhibitors taking shell-schemed stands within floored marquees.
Features will be dotted around the marquees to ensure that visitors have an enjoyable day and visit long enough to shop and shop again.
Fashion shows, garden talks, countryside demonstrations, presentations on shooting and fishing destinations, equestrian hat-making demonstrations, a cookery theatre and children’s activities, headed up by Countryside Learning, will be taking place alongside a show ring featuring all the displays enjoyed by visitors up and down the country at game fairs.
With the aim of attracting 6,000 visitors per day, the marketing is being carefully focused to reach the profile of visitor to satisfy the companies exhibiting.
London clubs, liveries, local butchers, restaurants, crèches and schools are all being targeted with promotional activities around the city and in Country Life magazine, with the fair’s media partner, and in other relevant IPC titles, including The Field, Shooting Gazette, Shooting Times, Horse and Hound and Decanter.
The experienced exhibition team includes show director Alec Mumford, event director Stephen Maitland Oxley and development director Fiona Eastman – known to many in the trade during her 15 years as director of marketing and show development.
Alec said: “I have been passionate about bringing the countryside to the town for some time now and, following conversations with the key people at Country Life magazine last year, I made the decision to make it a reality. I then found the perfect venue and team to bring it to life.”