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November 2007: PAUL'S PIECE - Adults Only Show Review - Issue 52..
October the 5th to the 7th this year saw a new addition to the Adult Retail calendar; the Adults Only Show at the National Indoor Arena in Birmingham. It was the first major adult fair outside London since the last Manchester Erotica in spring 2005, and the first show of its type in Birmingham. As such, it was a real shot in the dark and I was keen to see if it hit its target; filling a gap in the adult market in the midlands. From my south-east-England perspective, holding a show of this sort 130 miles and over two hours from London was a gamble, but for Derby, Stoke, Worcester, Coventry, Leicester and beyond, I could see it making perfect sense.
Wearing my favourite consumer cap at a jaunty angle, I paid it a visit on both the Saturday and Sunday- I missed the 12 'til 9pm Friday show as I was covering the Xpo and Skin Two Expo fetish events in London for ETO. See my report on them elsewhere in this issue. The NIA is in the city centre, just a short walk from New Street train station and lots of parking spaces, so getting there was easy enough; I do like a city with no congestion charge zone! The Saturday show opened at noon and once I'd parked (much cheaper than London too) I quickly joined a queue of about 200 people outside waiting to enter.
Having made it to the Tricky Dicky's Exhibitor & Guest VIP party the night before, with its free bar storing up headache troubles for Saturday, I was pleased to see so many shoppers raring to get in. The word at the party was that Friday had been anywhere from disappointing to diabolical, which had both surprised and worried me. I knew ThreeOneThree Events, the organisers of the increasingly successful trade-only ETO Show, had organised this consumer fair and I'd thought that meant it was in safe hands. Keeping an open mind on what Saturday might bring, I followed the crowd into the hall to see if I still thought it was.
Having never visited the NIA before, I was pleasantly surprised. I'd expected something a bit soulless from an exhibition space but perhaps because it's a performance and sporting venue too, the vast room seemed to have some character. Black drapes hid the fixed rows of seats from view, helping keep the place intimate and the lighting was kept subdued for the same reason. Thus the well lit stands shone out like inviting islands of light- Something you don't get in venues with large areas of glass.
I was offered a goodie-bag with show-guide by a pretty 'Adults Only Show' t-shirt wearing girl and began to explore the new event. Since 2003 I've covered so many consumer shows of one sort or another for ETO it's easy to get blasé, but this one offered me something different by its very newness; surprises. Indeed, I'd deliberately avoided reading much about the show in ETO or on the AdultsOnlyShow.com site in advance to keep my perception of it as clear as possible. One early surprise was a girl spinning around on a rodeo penis. I wasn't sure if her screams were ones of pleasure or fear. Bit of both, I suspect. It was certainly a draw for the developing crowds, and might have worked even better towards the centre of the hall than at its edge.
I soon decided to give most exhibitors a chance to recover from Friday night so used Saturday to get a feel for the event, do some shopping and take some photos rather than ask too many questions. At one point I was taken up to the balcony level for an aerial view of the show, which gave me a better idea of its scale. I counted about 70 exhibitors, excluding the goody-bag and coffee concession stands others might include in their numbers, and also noted the lack of 'random' product retailers who've been a bane at other shows. There was only one hot tub, on the Swinging Heaven Magazine stand, and its presence was successfully defended and justified by the chap manning it. A hot tub is the perfect introductory environment to 'Soft Swinging', I was told. I was still glad it was the only one though. There was what I'd call a 'borderline adult' stand, but nothing like the 15-20% I think I've seen elsewhere. So a big tick for that!
I was also very happy to see the creatives from the Guild of Erotic Artists in a block near the entrance and said hello to some people I recognised from this summer's ETO show. Graham 'Gray' Bishop of Eroticfx was a new face and he told me he was having a very good Saturday. "No complaints. For a first show it's been very good", he said, while showing me his monochrome erotica.
Facing the Erotic Art area was the SexQube.tv stand, where David Morton told me the bright pink and blue branding of the business, and the many girls at the show wearing matching SexQube outfits, was making it one of the most attention-grabbing exhibitors at the show. "It's been drawing people onto the stand certainly, but what's wowed them is seeing television on the Internet working without glitches, pauses or dropouts. Our girls have been being complimented for really standing out. We tried to get away from the dark and dingy colours a lot of webmasters use. We've aimed at couples- maybe took a leaf out of Ann Summers' book. It's been a good show, and pleasing to see one in this area of the midlands. The people we've seen here are pleased something's going on but it's a real shame the council won't let banners and signs to be put up outside. Not even a poster on the door. But apparently Vernon Kay gave it a mention on his Radio 1 show, so we're told, and we're pleased to be here to support it. It's great to be able to get in front of the public at last and see their reaction to what we're doing at SexQube.tv. We're really pleased we came, it's been fantastic- More, more, more!" David also told me about a couple he'd met over a sandwich who'd seen an ad for the show in the back of the Sport, who'd told some other couples, who'd told some more friends and they'd all come along, spent loads of money, been really pleased and enjoyed it. Which was great to hear.
Also facing the artists' area was Nitelife, selling clothes and footwear. Brian Irwin told me, "It's going reasonably well. It could have been a lot better if it'd been advertised more. Lots of people have said they've not seen enough. The local clubs didn't know anything about it. Medusa's, Spearmint Rhino- The show's got potential but this one's been a bit of a disappointment so far and we'll be lucky to cover our costs." Spearmint Rhino's name rang a bell- They had the back page of the show guide and were doing the stage show too…
Booted Up was right by the entrance and I asked Matthew Kelly (not the man off the telly, but another, shorter Matthew Kelly) if that had worked well for them. "It has, but we've noticed a lot of people migrate over to the far corner for the stage show and that does leave it a bit quiet up here. But it has worked in some respects as we're the first stand people visit as they come in. Overall the show's been good. Perhaps not as many people as expected have come in but it's been a worthwhile first show for us. I've made lots of trade contacts and managed to promote the BootedUp.com web site." He commented on an evening slow-down, but was making sales up into the final hour of Saturday.
Away from the retail side of the event, Carole Hunt (Spoonerism alert!) won the Miss Adults Only Show competition on Saturday, although it was a close run thing between her and a giant-lollipop-licking, splits-making, pom-pom waving cheerleader. One gimmick too many perhaps, but in the end it was Carole's bottom that won my (and the rest of the crowd's?) cheer, which was used as a final decider when Ben Dover and Anna Span couldn't agree on a winner. She looked delighted with her pile of winner's free sex toys and other goodies when I saw her later, but the £1000 prize may also have helped.
I didn't get to see as much of the other stage events as I wanted to, but what I did looked and sounded good. There were the oiled boys from Tricky Dicky's giving the audience something to scream about and stunning girls from Spearmint Rhino gave their poles a workout not to be forgotten. I did miss a highlight though- I was told the fitties from Eric Pryde's famous Call On Me pop video made a great impression on the Friday. As I walked around, I became impressed by the show's atmosphere. There was a good buzz of people and once some rather iffy jazz had been replaced by something better on the sound system early in the day, the tunes between stage shows added ambience. Wide aisles may have had the effect of making avenues look quieter than they actually were, but they certainly helped me get around, even when porn stars giving a bit of a flash of flesh on a stand caused a temporary road block. I saw loads of guys, and girls, getting their photos taken with their favourite stars and I thought this 'celebration of porn' attitude was very refreshing, and more like the European shows I've been to.
I left the fair an hour before its 10pm close, as it was winding down, to go back to London to photograph the fabulous freaks and freakettes at the Skin Two Rubber Ball while wearing an ape suite with a 9" cock... That finished at 6am, so I may not have looked my best when I reappeared at the Adults Only Show on Sunday, a few hours after its midday opening. Only having until its close at 7pm, I was a man on a mission; Voice recorder in hand, I went to find out what more exhibitors made of the show.
Laura Crichton of FairyGothMother was one of the people I'd expected to see at one of the e/xpos in London, so it was nice to meet her at the AOS; and even nicer to see her looking happy. She told me, "It's actually gone really well. It's good because with a new show we didn't know what to expect but this one's been successful for us. The really great atmosphere's lovely. I think we've been so busy because we're an alternative to porn and sex toys! Women have been enjoying the opulence and decadence of our stand and our glamorous, womanly femme fatale corsets."
Graham on the TingleTip stand had also had a great show, with good sales, but noted the hall went quiet in the evenings. He felt the entrance fee meant people wouldn't come in late in the day, which might be something to look at next time.
DVM's Mike told me he'd had a great Sunday. "It's been really good today, better than Saturday I think. Definitely busier. The till will tell the story at the end of the day! If I was to change one thing about the show, it'd be to drop the Friday. That and look at the advertising again. That's what people are saying to me. That's about it, you know. Saturday and Sunday proved themselves and we'd definitely come back again."
Sextoys.co.uk had taken the brave decision to leave 99-point-something of their range behind and only bring two products; a £10 Randy Rabbit and a vibrating cock-ring. I don't mean one of each- that really would have crossed the brave/daft divide. The newly brunette Monique Carty told me, "We use exhibitions like this a branding exercise really, getting the name out there and doing data capture. As we've just launched our own branded products," she waggled a rabbit and cock-ring at me, "it's been a good opportunity to get them out." When I asked if the idea of gathering email addresses was to nail the midlands' crowd, she laughed and said she couldn't elaborate further on that!
AdultWorld.co.uk's Stuart Inglis spoke honestly. "We're positive. I didn't know quite what to expect- You set your stall out, hope for the best and I've got to say we're very pleased with it, for a first show. I've done several in my time and they've been disasters. A real drain on our resources, but this hasn't been anything like that. Not at all. There's been lots of trade interaction and networking which is always good and a positive thing about exhibitions. It's been well organised- there's nothing wrong with the show at all. It just needs a bit more in the till and everyone would be happy. I think for a first-time event it's been a success and we would do it again." He also told me he felt the location and times needed to be clearer on the AOS website and other marketing material, but that the e-campaign had worked well from his perspective. "It's constructive criticism to help for next year," he finished. I thanked him for that and agreed; It would be nice to run the perfect show straight out of the box but if that ever seems to happen you're either phenomenally lucky or fooling yourself.
I'm not thinking of Friday's e/xpos, but as I photographed some foxy promo girls who'd come onto the AdultWorld stand to browse, I thought about how nice it was to be able to snap away without being regularly challenged for a clearly-displayed photo-pass. Speaking of photos, Cathy Barry had been flaunting herself for Polaroids but popped her Mighty Attractions away to speak to me. "It's been absolutely fantastic show- Ok, I won't exaggerate, but it's been a good show to be honest. I've enjoyed the weekend, meeting lots of fans and making some new ones. I've also enjoyed my appearances on the stage with our Linsey Dawn, Ben Dover and Omar. It's been a little success, but I think in the long run the show will take off. It's got potential. It's been hard work, but I've enjoyed it."
Facing Pumpkin Films, Strictly Broadband's Jerry Barnett flattered me by saying, "We're here promoting the hottest new porn movie of the year, Cum Fly With Me! It's been a good show. Friday was very quiet, but the saving grace was it became a really good trade day; I had meetings non-stop. Saturday wasn't bad and Sunday's seemed even busier if anything. We've given out a couple of thousand free film scratch-cards and the girls on the stand have proven very popular. The clear advantage over other shows I've been to is the atmosphere; it's been a much more pleasant experience. It feels more spacious- the stands are bigger and we've been able to see everyone who's been here… it's been fun."
Spencer Dallaway of ETO Award winning JD Distribution was selling DVDs and magazines and said, "It's not been too bad but it's not been as good as we'd hoped to be honest. I think we'll be coming back next year and I think it'll be highly successful then. There's been a lot of things that could be improved, and a lot of good things we'd not expected too, so a mixed bag for our first retail exhibition. As a midlands-based company it's just where we wanted to be. If I could change one thing, it'd be the advertising. Then educating visitors that they need to bring cash in to spend because they're going to want to do several months worth of porn-buying in one go and make a massive saving on it. I would do the show again though."
LustXXX's Chris Bottrell took some coaching on how to make the most of a consumer show from me with good humour (basically don't sit down with your arms crossed, stand up and smile) and then said, "It hasn't been too bad actually. In a word, steady. I'd say for a first show it's been a good effort and I'd definitely do it again." Sharing the stand, Rolandos Demetriou of Fuckpig looked at me in a mirror with WHORE written across it and told me they'd been his best selling lines of the event. It's a gift that says it all!
Being a consumer fair rather than a trade one, I didn't have exhibitor's name badges to fall back on, so regularly had to ask people I've met many times to remind me of their names. Occasionally even that didn't help, and thus it was a 'Private Spokesman' who told me it was the Friday that had put a damper on their weekend but the other days had been ok.
Kevin Moody of Phoenix Films said, "We've struggled to make our money back, but it's been the first year and we'd stand by Jonathan [Kirk, organiser] again. I think it can only grow. I hope so, for them and for us as an exhibitor. We'll be back." Like several other traders, Kevin felt a two-day format might suit the show better in future, at least until those two days get so busy a third is needed.
Electrastim told me the Sunday had been the best day for them and that despite it being slow on Friday they'd made some decent sales then too. The lack of Friday traffic had made them worried about how much marketing had been done, and where, but they'd consider coming again. They liked the location, entertainment and the organisation but would like to see more punters. Their anticipation had been around the 15,000 visitors mark, which sounded very ambitious to me for a first show. Having seen what 25,000ish people over three days and several huge halls looked like in Berlin at last year's Venus, I'd have thought five to six thousand would have been realistic for the first Adults Only Show.
Afterwards I checked and the official door number was 7,500ish, which seemed about right to me from what I'd seen, and smack in the middle of the 7-8k I'd estimated when asked how many people I'd thought were there. It would be easy to claim more public attendees, but I've never been one to follow a trend…
Back to my tour of the show, I noted plenty of packed Sport-branded carrier bags, which lead me to the Sport stand to meet Alex, Jemma, Karla, Marie and Nikki. I also met Netcollex's Denise McLean, who told me after the show, "The Sport girls worked really hard and were interacting with the readers from start to finish we were really pleased how it went."
The Sport girls were handing out copies of the paper, autographing photos and chatting to visitors. The stand also featured a studio area, where visitors could have a photo taken with a Sport girl to be turned into a unique Daily Sport front page memento of the show. I was reminded mobile phone content company Netcollex and Sport Newspapers, who were celebrating 21 years in the business, recently joined forces as Sport Media Group plc. They said the Adults Only Show was an opportunity to show off the market-leading range of mobile adult services and highlight the major changes taking place in the newspapers. Job done, I think! Lee Herbert, Sport Newspapers' Promotions Manager, added by email, "It was an opportunity to sample our readership and the response to the extra sport, improved glamour, added humour and promotional giveaways was 100% positive. We ran a competition in the Daily Sport and the response was excellent with all the winners attending the show, meeting the girls and having their photos taken."
Girls Gone Wild seemed to have erected a yurt and I'm sorry I didn't get to speak to them and several other exhibitors about the show. However, someone I'd often seen in the past yet never spoken to was quiet for a moment, so I jumped in with some questions. Dare2Travel's Neil Henderson said, "It's pretty good. Friday was very quiet, yesterday picked up and was a good day, and today's been good too. We're quite different to a lot of retailers here because we don't have to sell on the stand. We have been, but for us it's more about getting the name out there for people to realise what we do and take a brochure away - to hopefully come back to us. We've had some real interest, which is great. I think we'd do it again, but I imagine there'd be some changes. I like that it's been quite relaxed- the way it's been run. Girls handing flyers out who've stood in front of our stand to talk have got on my nerves. Little things like that need sorting out, but otherwise it's been good. We face the rotating rodeo cock and that's been entertaining. There's certainly been some sights on that, I tell you! It's brought crowds into this area, which has been good for us. No complaints on that side at all."
Hustler Video's Carl: "It's not been too bad. It could have been better- Friday was quiet and they weren't buyers, but Saturday and today have been better. There's been a lot of people here but not so many buying, which hasn't helped. I don't think the stage having something on every 15-20 minutes has either. It kind of broke it up a bit- if people had one or two hours to shop between shows that might help. I hope it takes off. We'll see."
The Anna Span stand -three words that seem to fit together so playfully- appeared to be one of the busier ones, and Anna told me, "It's been very good. We've done well but not brilliantly- we've covered our costs. For a first show -for us as well- so we're learning the ropes as well. A lot of people have been buying A&O Department, Their Pants Down and Hug a Hoodie, as well as my Erotic Home Videos book. The publishers changed the cover without telling me. I preferred the old one, and I wasn't too keen on that!"
Richard of Nice n Naughty was still smiling when I grabbed him late on Sunday for a quote. "I think everyone's in the same boat- there's just not been enough people through the door. I think we've had a fair percentage of those who've come in. Whether it's just not been advertised enough, or perhaps the wrong location- or simply because it's the first one and in its infancy period, there's just not been enough bodies through the door. That's my take on it. But we've done ok. It's been good, but more foot flow could make it great. Hopefully it'll grow and we'll be back next year."
Two other things I picked up on; one was the lack of a cash machine on the hall floor. The closest one was only upstairs towards the entrance, but it would have been nice to have some more visible. The other was how the lack of music around the event during the photo demos seemed to kill the atmosphere. Several stallholders commented on this too, so I expect it to be addressed next time. After the ladies of Rawhide Corsets had mentioned it as well, I checked with the stage manager and he confirmed it was so the audience could hear the photographer give the demo. I believe the sound system will be rejigged for next time to allow music to keep playing in the rest of the hall.
Monkey Spanker, who'd had a stand at the Xpo on London as well as their one at the AOS told me, "It's been a great show. Very good!" Short and sweet. They also told me their new black and black'n'white models were drawing a lot of attention.
Richie Bowles of ID Lubricants UK and Creative Conceptions can also be relied on for straight talk, and his analysis was the show was as follows: "Mixed. Poor on Friday, which took the gloss off, and I'd question the need for a Friday in a future show. Saturday was good and today has been ok. Not as good as Saturday, but pretty good. But again we're pleased and we'd do the show again. Customers have told me they've enjoyed the more relaxed atmosphere and it not being too busy. One thing- Around the stage people have said it'd be nicer to have individual tables rather than the fixed rows of seats because it felt like being in a school class. Separate chairs and a table you can have a drink and relax at with friends would be less regimented. I think it's interesting feedback. Also, some people wouldn't make it all around the event between stage shows, because the next one would start and they'd make their way back. We were ok, but stands further from the stage may have missed out."
Ben Dover was just winding down after a hectic weekend of stage interview appearances, judging Miss Adults Only and meeting fans, as well as promoting his new HardWear range of clothes on his stand. "I've had a fantastic weekend! We've not stopped all weekend, seriously. The products have gone down brilliantly. I needed to do the show to check the Ben Dover brand still had legs, and it has. I've had chicks and guys coming up to me all weekend- It's been absolutely fantastic. We had a really good position by the stage, which I needed because I was compèring a few bits and pieces. It's not been the only reason we've been so busy, but it's contributed to the success."
Speaking of success, The Missing Kink had been frantically selling Cupids Couch, which they now have the exclusive global 1st tier distribution of. They'd needed to send a van to restock each day. Paul Gosling told me, "It's been absolutely fantastic. We can't believe the response we've had from the public. You get someone on one and they just love it. The purple one's sold incredibly well here, which has surprised us."
I left them looking tired but happy to speak to Charlotte Wreaves of HornyBliss.co.uk, who looked less tired, but also less happy. "It's been quite disappointing. I think the foot-fall's been quite low, and yesterday it kind of died at eight o'clock. People didn't seem to know it was open 'til ten, and as the stage show ended at nine, people didn't have a reason to stay. It's been like that all three days- there's been quite a few people, then it's just gone flat. Friday was dire, but you've got to try these things. I don't mean the stage show. I think that was better on the Friday. The drag act was very good- he was in-tune at least!"
Angels and Sinners said, "It's not been too bad, but as we're on the edge, not in the centre, it would have been better", and Gift House International's Marc Davis told me, "Saturday and Sunday were both much better than Friday."
Top Cat Toy's Mark: "It's been really good since Friday. We had a lot of people in on Saturday and today and to be honest, with the first year of a show, you're never sure what it's going to be like. I have no idea where the advertising spend went but we've had a steady flow of visitors through the door. It's always nice to have punters on the stand, then it's up to us to sell to them. It's been good- Sunday evening's gone quieter again but that's part of the first year of a show. You learn from what you've been doing. Might be a good idea to have half price tickets for later in the days?"
I've got to apologise to Jim Deans. Several times I promised to see him on the PlayTV UK stand but missed him when I first dropped by, and by the time I'd done another circuit of the hall, picked up some freebies courtesy of LushXXX and annoyed people who were trying to pack up by sticking a Dictaphone in their face, he'd left. I caught up with him via email in Cannes in the week following the show, and he said, "xxxxxxxx"
By way of recompense, please visit their site at PlayTVUK.com to learn about the potential for IPTV.
A mixed trade reception then, thanks mostly to Friday's slow start taking the shine off the weekend and some lesser issues over location (the NEC is easier to find/get to), layout, advertising, signage (I asked why there wasn't a big banner outside the venue and was told the local council wouldn't let the organisers use the word 'adult' on one. Perhaps the horned O in Only could be used as a shorthand for the show in future?) and the lack of opening hours on flyers. Certainly nothing fatally insurmountable for next time there.
To add some balance, I also heard people say they loved the NIA's atmosphere compared to the NEC, which might be more suited to trade events and giant shows like MPH. Also, exhibitors really appreciated the little touches the organisers had included to show how valued they are, such as the Exhibitors' Lounge with free food and drinks, and the free bar at the Tricky Dicky's party. The public I spoke to were very happy with the show, especially the 'Cameras Welcome' policy, and I saw plenty of clothes and footwear being tried on and sales of toys and films being made.
On the drive home I heard the show mentioned on Dave Pearce's Radio 1 show by a girl who'd been at it promoting a web site. I didn't catch which one, as she was quite giggly. By which I mean she may have been drunk. With a few more mentions on and in national media the show will soon cross over into the public consciousness, making it far easier for it to live up to folk's 15k+ visitor expectations.
I've waited until the very end to draw any kind of parallel between the Adults Only Show and its only rival of similar size; Erotica. Comparisons between a show in its 10th year and one in its first seem almost rude to make, but made they have to be. Several people favourably compared the AOS to Manchester Erotica in its (short) heyday and having been to one, I'd agree. London's Erotica is still the daddy but there's no denying there's a new kid on the block. I was heartened by what I saw, especially for a debut event, and because I know organiser Jonathan Kirk is a man who welcomes feedback and responds to it, I still think the Adults Only Show is in safe hands. It wasn't a dream start for a new event but there was enough right, good and successful about it that I'm expecting an Adults Only Show next year, and for it to go from strength to strength. For that to happen it needs the support of the industry, so I hope those who attended agree that it was a good start to build from, especially when those areas of concern outlined above are addressed.