Motor Show matters to the West Midlands

29 September 2004 #SMMT News

  • Motor Show 2004 nets over £60 million additional income for the West Midlands
  • Gross spending amounts to £108.5 million in the region

New research reveals that the British International Motor Show adds £61.4 million to the West Midlands economy – nearly £25 for every person in the area. In total the show delivers a £108.5m boost to the region’s economy.

The research, undertaken by Heart of England Tourism, is the most extensive study undertaken into the impact of the motor show. It shows that direct expenditure associated with the event totalled £42 million. Show visitors spent £23 million on food and drink, shopping, travel, parking and entertainment with exhibitors spending over £8 million on local contractors and a further £4 million on staffing and accommodation. SMMT’s expenditure in the region reached nearly £7 million.

The direct spending induced a further £66.5 million of expenditure by businesses and individuals in the West Midlands.

Chief executive of SMMT, Christopher Macgowan said, ‘The study demonstrates the value of the Motor Show to the West Midlands and the significant benefits it has for tourism, businesses and employment in the region. As the largest consumer show in the UK, the economic power of its visitors and exhibitors is second-to-none. The show generated more than £100 million for the region, reinforcing the worth of the automotive industry in the UK.’

Advantage West Midlands (AWM), the development agency for the region, invested £1.2 million from a grant provided through the European Regional Development Fund (ERDF), to help endorse the show. Commenting on the results, John Edwards, chief executive at Advantage West Midlands said, ‘This report justifies the positive effects that the Motor Show has on the economic health of the West Midlands. The funding, provided for the marketing of the event, has brought a substantial return for the region, with more visitors and exhibitors choosing to support the local economy.’

SMMT commissioned the research to understand and quantify the economic impact of the Motor Show on the region. The study comprised of visitor and exhibitor surveys, tourist business questionnaires, key player interviews and economic impact modelling.

Other key findings include:

  • Sixty six per cent of visitors have visited the Motor Show on a previous occasion
  • The majority of visitors came for a day visit, and 43 per cent came as part of a family group
  • Almost 75 per cent of visitors to the show were male and under the age of 45

Notes to editors

1. The net results refer to the gross impact of the show minus the effects of leakage and represents additional economic activity that would not have otherwise happened without the Motor Show.

2. The Society of Motor Manufacturers and Traders (SMMT) organises the British International Motor Show branded in 2004 as The Sunday Times Motor Show Live.

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