Presentation of 53rd edition of Genoa Boat Show detailing new lines of action for the event over the upcoming years

Today, September 18, 2013, saw the presentation of the 53rd edition of the ...

Presentation of 53rd edition of Genoa Boat Show detailing new lines of action for the event over the upcoming years

September 18, 2013

Written by Zuzana Bednarova

Today, September 18, 2013, saw the presentation of the 53rd edition of the Genoa Boat Show. While the event benefits from the experience gained during the former editions, on this occasion the organisers look ahead to new developments over the coming years, for a show which has been fully revamped and upgraded, and which can therefore no longer be put into comparison with past events.

Genoa Boat Show - Layout

Genoa Boat Show - Layout

New dates – from 2 to 6 October 2013 – innovative layout, 180,000 sq. m. exhibition area, 100,000 sq. m. of which dedicated to an expanse of water, 6 theme exhibition areas, all boat typologies displayed – ranging from motor crafts to sailing boats, from tenders to maxi yachts etc. Boat lengths ranging from 1.85 to 80 m.

Plus 750 exhibitors, 1,000 boats on display (more than 100 of which are new entries), conventions and events downtown. Internationally, this show is the most complete, and surely the most stimulating, of all trade fairs for this sector.

These are the main features of the event, as presented today at the press conference in Milan, attended by the top management team behind the event, Sara Armella and Anton Francesco Albertoni, the Presidents of Fiera di Genova and UCINA, respectively, Marina Stella, Director General of UCINA, Antonio Bruzzone, the Managing Director of Fiera di Genova, Carla Sibilla, Special Councillor for Culture and Tourism, for the Municipality of Genoa, and Paolo Odone, President of the Chamber of Commerce of Genoa.

According to the organisers, “Genoa Boat Show 2013 differs considerably from the previous editions”. They add that “what we propose this year is an advanced event formula, starting out from the container which has been overhauled and can now host a new approach for visitors and users alike. On the strength also of more than 50 years’ experience, and careful assessment of the situation with all stakeholders involved in the work, we propose an event which is even more up-to-date and, we believe, even more efficient in terms of installations, time schedules management, and management of exhibition spaces”.

According the trade fair organisation, Fiera, and UCINA, “The manner in which the event has evolved is the result of listening to others, as well as in-depth study of all the issues which were raised by many parties already at the close of the last event. While UCINA’s listening campaign included boatyards and exhibitors, Fiera organised a Eurisko survey of visitors and operators. On the basis of this information and many other inputs, we judged that the time had come to repackage the show as a response to changed market needs. One aim was left unchanged, however. The Genoa show must maintain its leadership position.”

So, let’s look at the (very many) new developments. Firstly, the dates, at the start of the month. Instead of 9 days the event shall now have 5 (specifically a response to the requests of exhibitors who wanted a more compact event, enabling a sharper focus on areas of interest during the visitors’ time here). This change is in line with the more recent product standards internationally adopted by trade fair organisations.

The organisers have overhauled the layout for the event, basing the approach on a concept from Studio Caliari e Associati. This year, more space will be given over water, to valorize a unique feature of the Genoa Boat Show (i.e. the fact that the sea is, so to speak, with us always, as a part of the whole). The organisers decided to upgrade the trade fair format. This intention is concretely and tangibly reflected in the new “Red Wall” installation (a striking red architectural element characterising the event as a whole), not to mention interactive trials, and hands-on trials on water.

Hence the 6 theme areas designed for an even more visitor-friendly event.

Indeed, this is the major new development, focussing our attention on the providers (with breakdown by goods class: Power Village, dedicated to engines, Boat Discovery, targeting new boat owners, Sailing World, an absolute must for yachters, Motorboats, with moorings for speedboats, motorboats, motoryachts and superyachts, and, lastly – our accessories showcase – Tech Trade).

However, “Experience” is the key concept underpinning the show.

Sea Experience enhances visitor involvement by providing an interactive environment for hands-on trials and marine products, including water sports, tourism, training, apparel, publishing etc.

The key installation at Sea Experience is the small basin at the head of the pier or jetty hosting Sailing World, with sea trials for water sports. The teatro del mare (sea theatre), housed in Pavilion B, for theme-based events and performances, has been named Sea Experience Stage. Pavilion D hosts the Sea Experience Shopping Center, where visitors can purchase apparel, accessories and gadgets.

Turning the attention to the exhibitors, the organisers note that more than 750 have decided to take part, (either directly or indirectly) in the 53rd Genoa Boat Show. The exhibitors have been grouped according to the various goods classes showcased at the event, which, internationally, is in fact the only fully comprehensive show of its kind worldwide.

All boat types shall be displayed, ranging from motor boats to yachts, from tenders to maxi yachts, and so forth. The range of products on display also includes the largest exhibit, the 80-metre superyacht Chopi Chopi, built by CRN. The smallest craft is the “Roll185” rubber dinghy, from the Arimar boatyard (just 1.85 metres in length).

More than 1,000 boats shall be on display this year at the Genoa show, of which more than 100 are exhibitors’ new entries.

The 2013 Boat Show with its new formula has met with general approval, as reflected in the return of boatyard exhibitors, Baglietto, Sessa Marine, Frauscher and Fairline, and in the confirmation received from top prestige houses such as Azimut, Ferretti, Sanlorenzo, Sunseeker, Groupe Bénéteau, Fipa Group and so forth.

In addition, the organisers were determined to upgrade the services on offer to visitors and exhibitors (including a new exhibitors’ parking area with more than 300 spaces). With inclusion of as many as five new refreshment and catering areas, there are now twelve catering points including “Cambusa della Vela” (mainly dedicated to traditional Italian specialities), and a Bar space with various areas fitted out with an eye on the very latest trends. The online ticket service (managed by the Best Union and Ticket One circuits) provides even more benefits for users, and the wireless network has been upgraded to cover all exhibition areas. We should also mention the new signposting system and the revamped areas for leisure time activities (one of which is entirely ‘green’, since it has been constructed with recycled materials).

A key consideration is the synergy created among the organisers and various institutions (Municipality, Chamber of Commerce etc.), fostering involvement of the city as a whole, establishing an ongoing, open dialogue which generates extra resources for the event (including ‘extramural’ activities and special tourist conditions).

Your ticket to the 53rd edition of the Genoa Boat Show includes an “Enjoy Genoa Pass” (with this card, all boat show visitors can be sure of a special welcome throughout the city!).

For the entire month of October, the Boat Show ticket entitles visitors to discounts and special conditions at various exhibitions, museums and galleries and events, as well as when shopping, dining out or quite simply dropping into a bar. Cardholders who wish to return to Genoa over the Christmas period (1-29 December) will be entitled to a 10-15% reduction on accommodation prices in the hotels offering special conditions.

The project – promoted by the city of Genoa through the office of the Special Councillor for Culture and Tourism, represented by Carla Sibilla – has been actively implemented also by the trade fair organisation, Fiera di Genova, the UCINA boat builders’ association and the Chamber of Commerce. Furthermore, the project has already attracted a great deal of interest, and the involvement of many local businesses.

The exhibition venues which have joined the circuit include the Palazzo Ducale (with its exhibition dedicated to Robert Doisneau, “Paris en liberté”), the recently upgraded Acquario di Genova, the Musei Civici (civic museums and galleries), the Galata marine museum, the Luzzati gallery, Palazzo San Giorgio, hosting the exhibition, “Transatlantico REX, il Mito e la Memoria” (which has been extended from 30 September to 12 October specifically in view of the Boat Show), the Museo d’Arte Contemporanea Villa Croce, the theatres, Carlo Felice, Tosse and Stabile, and the film circuits, Genovacentro and The Space Cinema, plus visits to the old city centre, the Palazzi dei Rolli (‘rolls palaces’) and Wow – Genoa Science Center.

Three years after its first edition, again this year, GenovaInBlu offers a programme of cultural, commercial, musical and entertainment events as attractions in Genoa for the duration of the 53rd Genoa Boat Show.

Organised by Genoa Boat Show, with coordination provided by UCINA Confindustria Nautica, the 2013 edition of GenovaInBlu has received the assistance of various institutions of the city (the Chamber of Commerce of Genoa, promoting and supporting the events, the office of the Special Councillor for Culture and Tourism, for the Municipality of Genoa, and the trade associations, Ascom, Confesercenti, Confartigianato and CNA in Genoa, as well as the urban planning bodies, “centri integrati di via” (CIV), and various associations and business groups representing “MadeInItaly” goods and services).

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