Specialist shows are undermining Farnborough's lure for general aviation
It is always going to be a challenge for the SBAC to lure the business aviation community to its bienual show. Yet the Farnborough organiser made a laudable effort, through the introduction of its new business aircraft park, to convince this influential sector of its long-term commitment to the industry and to stem the haemorrhage of exhibitors to dedicated regional business aviation events.
The park, open from Monday to Wednesday, was fenced off from the rest of the show to provide the feel of a separate event. The exhibition was smaller than intended and the organiser was forced to alter its original format, which included separate exhibitor chalets, due to a lack of support. Around 20 aircraft were displayed in the static area, but the inclusion of regional types was dismissed by many as a distraction and a means of swelling numbers.
Uncertain support
Gulfstream joined the mix at the last minute, displaying its G450, possibly in an effort to draw attention away from the Farnborough debut of Bombardier's competing Global 5000, on display for the first time with a production interior. The Canadian manufacturer has been a strong proponent of the Farnborough air show and its presence at the business aircraft park this year was testament to that.
As well as the super-large Global 5000, Bombardier displayed the light Learjet 40, the super mid-size Challenger 300, for which three orders and three options were announced, and the CRJ700 and Q400 regional airliners. Dassault and Raytheon supported the venture, displaying the Falcon 900EX, Hawker 800XP and Premier I. However, their commitment to the event is uncertain, sources close to both companies suggest. Cessna, meanwhile, continues to stay away and shows no signs of returning for the foreseeable future. No doubt the scheduling at the end of July of the AirVenture show in Oshkosh, Wisconsin had an impact on light aircraft and business jet numbers. But the success of the European Business Aviation Association Convention scheduled only two months before Farnborough is having a profound effect and will be the a significant barrier to business aviation growth at the show.
The SBAC says it is not attempting to compete with other trade exhibitions as it can deliver a large international audience and an environment conducive to doing business. However, without the full support of this industry, the longevity of the fledgling park is in doubt. As trade show budgets are tightened, business aviation companies are seeking to exhibit at those events that provide the most exposure and, ultimately, new business. It remains to be seen if the SBAC will allow the business aircraft community to share the limelight with the defence and air transport industries, long regarded as the mainstay of this UK event.
KATE SARSFIELD / FARNBOROUGH
Source: Flight International