Attendance at this year’s NEC bike show was stable compared to last year, but the organisers were pleased with the fresh atmosphere of the event.
Given the current challenges in the bike market and the closure of numerous dealerships across the country, the flagship Motorcycle Live event organisers were likely to be more anxious than usual at the start of the show in Birmingham. However, as the doors closed nine days later, a collective sigh of relief could be heard as the final attendance reached just under 90,000, reflecting an increase of about 1000 visitors from 2023.
The 2024 show featured a makeover with a ‘festival’ theme, introducing new food options based on street cuisine, a revamped entertainment line-up, more live-action events, and a new live music program, including a festival-style concert on the final Saturday night. Notable personalities like TV’s Grace Webb hosted The Expert Lab, facilitating discussions with engineers, product managers, adventurers, and celebrities. Additionally, The Machine Shop provided hands-on sessions on essential bike maintenance, covering topics like suspension setup and tyre technology. More than 1500 visitors participated in the BSB RiDE Sim Racing Challenge, while race fans had the opportunity to meet stars such as BMW’s new WSBK champion, Toprak Razgatlıoğlu, and BSB and TT paddock racers Glenn Irwin, Peter Hickman, Kyle Ryde and many more.
BDN spoke to Finlay McAllan, managing director of MCIA Events, shortly after the show concluded, and he expressed satisfaction with the event’s success. “It went really well. We had to rethink our approach and move away from traditional entertainment towards more relevant and informative content, such as how to change a tyre, understanding ABS, and adjusting suspension. We offered a variety of street food, all presented in a way that embraced the festival atmosphere with lighting and music.”
McAllan noted that the changes effectively extended the show’s appeal, providing attendees with a range of activities and encouraging them to stay longer, referred to as ‘dwell time.’ “Attending Motorcycle Live to see bikes is a given. Our goal was to offer experiences visitors may not realise they wanted, like quality food, live music, engaging entertainment, useful information to take away, and the opportunity to ride some bikes. And, of course, to see all the latest models from the top manufacturers.”
When asked about his satisfaction with the changes for 2024, McAllan responded, “Yes. We’re proud of what we achieved, but we can always improve. We’ll analyse everything we do and aim to make Motorcycle Live 2025 even better. We have debriefing meetings planned, and we need to compile the visitor research as well.” With that, he was off, likely for a brief rest before diving into preparations for Motorcycle Live 2025.
Next year’s show will take place from 15-23 November, and eager attendees can already purchase tickets at www.motorcyclelive.co.uk.