2011 AIMS on target for Melb

Following the 2010 International Motor Show in Sydney, it's now Melbourne's turn for the new bi-annual show format

Melbourne will get its first experience of the new Australian International Motor Show format, shared with Sydney on a year-about basis, in 2011.

The AIMS venue remains the same -- Jeff's shed on the Yarra -- but the dates have been changed from the traditional, Australian Grand Prix-friendly February fixture to the second-semester mid-year school holidays in July. According to the organisers, this will provide "substantial potential for family attendance."

The 2011 Melbourne show -- a joint FCAI and VACC venture -- will be held between July 1 and July 10.

The new bi-annual show is expected to provide a "far greater opportunity to attract major exhibits" with AIMS director Russ Tyrie claiming that the concept "has been quickly accepted, and the first show (in Sydney) has created a solid platform for growth. There are indications already of increased support from exhibitors."

The shared bi-annual show format started in Sydney in October 2010 and was instituted during the global financial crisis partly because of declining attendances and partly to ease the financial burden on car-makers who had traditionally, but with increasing reluctance, deemed it necessary to have displays at both Sydney and Melbourne venues during the year.

It is hoped that concentrating on just one major show during the year will not only help car-maker budgets, but also increase the impact of new-car launches held close to show time.

According to Russ Tyrie, "The new date refreshes the show in Victoria, and the fact that it will be held once every two years heightens anticipation."

Sydney's first experience with the new format drew disappointing results, with visitor numbers of 139,412 only slightly above the 2008 number of 136,557 -- and well down on the 244,658 visitor peak experienced in 2007.

Melbourne's 2008 figures were significantly higher than Sydney's (243,000), but dropped to 160,000 in 2009.

The first Melbourne motor show was held in 1926, and it has been a regular spot on the Victorian calendar since then.

Sydney's second AIMS under the new bi-annual format will be in 2012.

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