From Lockdown Cancellation To A Successful Technology Expo At The British Motor Museum

A Booking That Never Happened

Some events take years to happen.

My first event with Stone Group actually began in January 2020. The company had contacted me about performing at their annual IT Futures Forum at the British Motor Museum in Gaydon, Warwickshire.

The event was expected to attract between 200 and 400 delegates from across the technology sector, bringing together customers, suppliers, exhibitors and industry experts for a day of networking, presentations and discussion.

After several conversations and a little negotiation, the booking was confirmed. Contracts were signed, plans were being made and everyone was looking forward to what promised to be a fantastic event.

Then the world stopped.

Like thousands of conferences, exhibitions and corporate events across the UK, Stone Group’s IT Futures Forum became another casualty of the pandemic. The event was postponed and uncertainty suddenly became the norm for everyone working within the events industry.

At the time, nobody knew when live events would return.

The Email I’d Been Hoping To Receive

Eighteen months later an email arrived in my inbox.

Stone Group were back.

The event had been rescheduled for September 2021 and they wanted to know if I was still available.

I remember being genuinely pleased to receive the message. Like many performers, I had spent much of the previous year entertaining audiences through computer screens rather than face-to-face interactions.

Virtual events had their place, but there was no substitute for being in a room with real people.

The enthusiasm from Stone Group was equally clear. Their team were eager to reconnect with customers, suppliers and partners in person once again, and I was delighted to transfer the booking to the new date.

Back At The British Motor Museum

I’d actually visited the British Motor Museum previously for an event involving RenaultSport enthusiasts, so the venue already felt familiar.

Arriving on the morning of the event, the car park was noticeably busy. Thankfully I had left plenty of time because it took a few laps around the parking area before I found a suitable space close enough to unload my equipment.

For this event I had brought a large banner, a portable performance table and my usual collection of tools and props. Exhibition environments are slightly different from many corporate events. Rather than working from a stage, you’re often creating a focal point within a larger space where people can gather naturally throughout the day.

After making two trips from the car and finding my client, I was shown to my pitch for the day.

The location couldn’t have been better.

I was positioned just outside the main conference hall on a busy concourse where delegates naturally gathered between sessions. Coffee was flowing, conversations were taking place and the smell of freshly baked pastries drifted across from a nearby refreshment counter.

People were constantly moving through the area.

Exactly what you want at an event like this.

Nobody Wants To Be First

My banner carried a simple invitation:

Challenge The Mind Reader

It certainly attracted attention.

The challenge was that nobody wanted to be the first person to step forward.

That’s a surprisingly common occurrence at exhibitions and conferences. People are curious, but they are also cautious. They stand back, watch from a distance and encourage someone else to volunteer first.

A small group of ladies stood studying the banner from afar.

I smiled, waved and called over:

“It doesn’t hurt.”

Thankfully they laughed.

The ice was broken.

Within moments the first demonstration was underway and, as so often happens at events like this, once one group stops to watch, others quickly begin gathering around.

Building Momentum Throughout The Day

Unlike a stage performance where everybody sees the same show at the same time, exhibition environments require a completely different approach.

Throughout the day I performed for Stone Group staff, exhibitors, delegates, invited guests and technology partners. People would often return later with colleagues wanting to experience something they’d heard about earlier.

Variety becomes extremely important in these situations.

You may find yourself performing for some of the same people several times throughout the day, so having a wide range of material allows every interaction to feel fresh and unique.

There was no strict structure to my role.

My objective was simple.

Create memorable moments wherever and whenever opportunities presented themselves.

When The Google Team Came Over

One of the highlights of the day came later in the afternoon.

By this point word had begun spreading around the event about the mind reader positioned outside the main hall.

Several members of the Google team attending the conference eventually came over after hearing stories from other delegates and exhibitors.

Their curiosity had clearly been piqued.

One demonstration felt particularly appropriate for the audience. Using Google itself, I invited them to search for anything they wished.

Moments later I revealed exactly what they had searched for.

Watching technology professionals react to something they couldn’t immediately explain produced some of the strongest reactions of the entire day.

It was one of those moments where the theme of the event and the entertainment aligned perfectly.

Why Trade Show Entertainment Works

Events like Stone Group’s IT Futures Forum are a perfect example of why professional trade show entertainment can be so effective.

The objective isn’t simply to attract attention.

The real value comes from creating conversations, generating curiosity and giving people a reason to engage with one another.

Throughout the day I watched complete strangers strike up conversations after witnessing demonstrations together. Delegates introduced colleagues to one another, exhibitors brought visitors over to experience something unusual and stories spread naturally throughout the venue.

That organic word-of-mouth is incredibly powerful.

If you’re interested in learning more about how this works, you can read more about my approach to trade show entertainment.

The Real Measure Of Success

The keynote speaker for the day was former RAF fast-jet pilot and motivational speaker Mandy Hickson, and the entire event carried a genuinely positive atmosphere.

After such a long period of uncertainty for the events industry, there was a real sense that people were simply pleased to be together again.

Towards the end of the day, Dionne came over with several colleagues after hearing consistently positive feedback from delegates throughout the event.

That moment mattered.

Whenever a client books entertainment, you want them to feel they made the right decision.

After performing for Dionne and her team, their reactions mirrored those I had been seeing all day.

Smiles.

Laughter.

Disbelief.

Most importantly, a sense that the entertainment had genuinely contributed to the experience they had created for their guests.

The best feedback arrived a few months later when Stone Group invited me back to perform at another major conference.

For me, that’s often the real measure of success.

Not applause.

Not compliments.

Not social media posts.

Repeat bookings.