The Stinger Report had been one of the first news services to reports that the proposal of a change in layout of the ATEI event for next year - moving the amusement industry from the ground floor to the first floor of the venerable Earls Court exhibition centre - has caused some resentment. In order to give a balance to these feeling and to put both sides positions TSR takes on the role of go-between, attempting to put to the best of its ability the concerns and answers.

TSR has been lucky enough to receive a valuable amount of ATE-Clarion time in putting their point of view against certain comments that have been supplied to the Stinger from those looking at alternative arrangements and the possibility (no matter how vague) for a new show.

In the Red Corner - Those with Grievance
It was claimed that a number of ground floor exhibitors found out the change in the ATEI arrangements during the second day of the show; while stating that casino and gaming exhibitors taking there space had already been signed up. One source told the Stinger that they spend most of the last day of the show arguing on retaining their ground floor location after finding out that their booth space had already been allocated. The situation had not been resolved by the time of writing and sources spoke that an appeasing offer on a new location was waiting to be received.

The location at the aging venue (the mezzanine or first floor) is a nightmare for build and pull down, with slow lifts over twenty years old, and that could mean that the pull down will take considerably longer than previous shows. The location also means that no large (multiple level) booths can be placed, and that electric and communication issues are to be considered. ATE a division of event organizer Clarion Events, has promised that the new layout will have registration to un-registered attendees on this level, but that registered attendees will still enter via the ground floor.

It was the failure of the Visitor Experience Show (VES) that was based on the first floor - a failed second attempt to try and encourage an attraction component to ATEI - blamed on a failed relationship with the trade association BALLPA - who later reverted to a five-year relationship with the LiW exhibition.

A need for an ATEI that continued to focus on the amusement industry, against a swing to the casino and gaming side was voiced. It was the acquisition from BACTA that was seen as removing balance on supporting amusement against the International Casino Exhibition (ICE) exhibitors. But the growing success of ICE and ICEi (appealing to the online gaming sector) and the distancing of BACTA have reversed this effort.

Consideration of an alternative exhibition focused on amusement proposed that would supply an exclusive environment for full marketing of the AWP, SWP, pusher and video amusement scene, options such as moving ATEI to Olympia seem vague as sources revealed a contract links to Clarion - while ExCel was another suggestion abridging the dates of ATEI.

This is the story for those proposing an alternative event, but now we need to have the reality of the story for those for continuation and the real reasons behind their moves.

And in the Blue Corner - Those Fore the existing Show
The reorganisation of the ATEI/ICE layout is, according to a well placed executive at Clarion-ATE, of vital importance to the show’s future - and consequently to the future prosperity of its exhibitors. With regards to the critics, the simple fact is that Earls Court halls 1 and 2, which respectively host 12,500sqm., and 10,500sqm., of net exhibiting space, are both full. Clarion-ATE turned away close to 60 potential new exhibitors in 2006 because there simply wasn’t enough space. Furthermore, 40 per cent of existing exhibitors would like to increase their stand space. The options are threefold: (1) to do nothing, allowing the show to stagnate; (2) break the contract with Earls Court, which runs through to 2010, and move to a bigger hall such as Birmingham’s NEC; (3) change the structure of the show, investing significant resources to develop a new look, which allows for further expansion of all its components.

It is believed by Clarion-ATE that the third way is the most viable option and with Clarion-ATE providing an extra quarter of a million pounds to the budget for additional build and promotional expenditure in 2007, the organisers are taking the redevelopment of upstairs extremely seriously.

Whilst there is always the prospect of an alternative show knocking at the door, the cross-fertilisation of the ATEI-ICE formula is a very potent force to be reconciled. Visitors from key markets, where the amusements / soft gaming / hard gaming mix is similar to that of the UK - Spain, Germany, Holland, Italy, Belgium, Russia and several eastern European countries - find obvious benefits in the opportunity to see the whole spectrum of products and services all under one roof. From visitor research carried out at-show, this cross-over of interests applies to both ATEI- and ICE-dedicated buyers.

Responding to some of the concerns voiced by The Stinger Report, Clarion-ATE denies any suggestion of ‘favouritism’ in the way it has communicated the plans for 2007: a press release announcing the changes was distributed to all coin-op and gaming trade media on 13 December and appeared in early January editions. The first floor logistical issues are also something of a myth: remember that ICE was successfully staged upstairs until it finally outgrew the area in 2004. There are seven goods and lorry lifts strategically located around the building between them capable of lifting over 40 tonnes / 200 cubic metres of equipment in one hour. Regarding registration/traffic-flow, all ATEI visitors without a badge will have to register and enter upstairs. Pre-registered visitors will be issued with badges colour-coded according to their main product interest determined from the registration questionnaire. If their primary interest is non-gaming then they will also be stewarded upstairs.

The Stinger Report sees that last option as lunacy, or an intelligent way to pressure ATEI?