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Exploring innovation in rural and agricultural shows

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Liz Price

Senior Research Fellow, University of Lincoln

Liz Price

Senior Research Fellow, University of Lincoln
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Overview

This project explored, in the wake of Covid-19, how rural and agricultural shows can become more resilient by using online spaces to complement traditional physical events, and the implications on marketing and networking opportunities for rural businesses.

The study was conducted using a mixed methods approach, and included a number of data collection techniques:

  • A web-based evaluation of a sample of 11 online Shows that took place during 2020. The evaluation used a new “e-eventscape” model (Bosworth et al., 2021) developed specifically to evaluate online events.
  • Qualitative interviews with 10 Show organisers, representing a mix of large and small agricultural and rural shows, to explore experiences of running online shows and any digital innovations that were introduced or retained.
  • Visits to four Shows to undertake observation and conduct short interviews with a range of exhibitors.

It was funded through’s NICRE’s Research and Innovation Fund.

Key findings

An early finding was that the appeal of online shows for both organisers and visitors quickly waned.  Instead, the research shifted to the reopening of live shows as pandemic restrictions eased, the continuing use of digital technologies, and the sustainability of rural shows.

Following the pandemic, show organisers are operating in a more competitive event environment.  Exhibitors have a wider choice of outdoor events and are increasingly likely to base their choice of venue around  ticket pre-sales, the mix of other traders, and the organisers’ ability to promote their products online.

While many show organisers are digitalising their processes, this is sometimes hampered by a lack of digital skills among volunteers. Shows also face challenges around succession, with few younger people coming forward to replace older committee members.  The need for dedicated skills support for new and returning show organisers is clear. 

Conclusions and recommendations

Despite the challenging trading environment, the study highlights the continuing importance and relevance of rural shows.  They continue to be important inter-generational social occasions for farmers.  Many rural shows have become family-orientated events with appeal beyond the farming community but with a crucial education role about the importance of agriculture and land-based businesses.

The rural consumer economy creates a major opportunity for Shows to prosper and makes the educational/communication role even more important for the agricultural sector. Therefore, 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 Show audiences and participants.

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