14 December 2022

Innovation and continuity: The challenges facing rural shows

Liz Price

Senior Research Fellow, University of Lincoln

Liz Price

Senior Research Fellow, University of Lincoln

Challenges brought by the pandemic

Agricultural shows span the old and the new rural economies – as leisure attractions, trading and networking venues, educational events and social spaces, writes Liz Price, Senior Research Fellow, University of Lincoln. This brings challenges of adopting new technology and updating their offer to new business and visitor audiences while sustaining the traditional elements that support farmers’ livelihoods and wellbeing.

Like most large events, rural and agricultural shows were severely affected by the Covid-19 pandemic; lockdown restrictions led to most shows being cancelled or run at a reduced capacity during 2020 and 2021. In this study, one of seven projects exploring rural enterprise funded by the National Innovation Centre for Rural Enterprise (NICRE), we set out to explore the immediate response of show organisers to the pandemic, in particular the emergence of ‘virtual’ and ‘online’ shows. We were interested in understanding how consumers engaged with the online content of virtual shows, and whether they offered a substitute for live events. Our approach involved an evaluation of a sample of online shows, and semi-structured interviews with show organisers and exhibitors. 

Read the report: Innovation in Rural and Agricultural Shows

Find out more about the research.

Cattle At Lincolnshire Show

Importance of digital skills

Online shows were delivered in a variety of formats, from purpose-built web platforms to those hosted on social media sites such as Facebook. Some featured competitions for livestock and produce, while others focused on the educational content. However, few offered space for retailers or opportunities for informal interaction.

An early finding was that, after early innovations during 2020, the appeal of online shows for both organisers and visitors quickly waned.  Instead, our research shifted to the reopening of live shows as pandemic restrictions eased, and understanding the continuing use of digital technologies, the changing expectations of exhibitors and audiences, and the longer-term sustainability of and relevance of rural shows.

Our research showed that, while show organisers are digitalising some of their processes, such as ticket sales, class entries and exhibitor bookings, this is often hampered by a lack of digital skills among volunteers, employees and attendees, particularly those in older age groups. 

Shows face challenges around succession, with few younger people coming forward to replace older committee members. The need for skills support for new and returning show organisers is clear.

Resources such as ‘Rural Event’ training offered by LANTRA are valued. Information sharing between shows, facilitated by more regular use of online meetings, increased during and following the pandemic.

Following the pandemic, show organisers find themselves operating in a more competitive event environment, with higher expectations from exhibitors, many of which have expanded their online sales or found new trading locations. Exhibitors are more likely to ask organisers about pre-sales of tickets and the mix of other traders; there is an increasing expectation that they will promote online retailing and offer platforms for traders to engage with audiences online.

 

Evolving role in rural economy

Despite the increasingly challenging trading environment, a strong message from the study is the importance of rural shows for the farming community and in connecting audiences with today’s diverse rural economy.  From provision of health-checks to opportunities for social interaction, they are important inter-generational events for farmers.  Many rural shows have become family-orientated events with appeal beyond the farming community but deliver a crucial education role about the importance of agriculture and land-based businesses.  The working relationship between show organisers, the agricultural sector and a wider range of exhibitors must continue to evolve in order to present a coherent offer to today’s rural show audiences and participants.

NICRE is currently inviting applications from academics to research an area of rural enterprise but hurry, the deadline’s tomorrow (15 December).

Download the report Apply for funding

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