The organisers of London’s Erotica, which is returning to the industry calendar this year after taking a sabbatical in 2012, are suggesting that the revamped adult lifestyle event could feature almost 200 stands – and that the change of venue will mean lower prices for both exhibitors and visitors. Erotica, which was staged at Olympia every year between 1997 and 2011, is remaining in London for 2013 but it has moved across town to Tobacco Dock. It takes place from October 25th-27th.
Under the direction of web developers Carnal Creative, the Erotica website was relaunched as a community hub during 2012, enabling the event to stay in regular contact with its customer base. Carnal Creative director Lee Schofield – who is also ETO’s publisher but is acting as a marketing consultant to Erotica this year, completely independently of ETO – commented: “The website already has a lot more traffic than recent past years and with the positive feedback from visitors to the site we are optimistic that the ‘hub’ is working. We are still in the early stages of redevelopment and intend to expand the content and features going forward. The website and its social media channels are great tools for interacting with our fanbase. They allow us to share content for educational, support and entertainment purposes – which closely reflect the goals of the brand in general. Many of our contributors will be present or taking part in the show.”
He continued: “Since September we have worked hard to establish a roster of interesting monthly bloggers. The response from our audience has been very positive and our visitor loyalty and newsletter open rate are now exceptionally good. This has established the perfect environment for the competitions and promotional offers we will be running for Erotica and its sponsors in the build-up to the show.”
Schofield added that exhibitors had reacted extremely positively to the change of venue: “There has not been a single complaint. I feel that Erotica should have been at Tobacco Dock years ago as the venue is more in keeping with Erotica than a large featureless old railway station – although there were some good times at Olympia. The change of venue has allowed us to reduce prices to both exhibitors and visitors, which can only help in the current recession. The character of Tobacco Dock is far superior for an intimate event like Erotica. Also the venue management is more laid back and accommodating.”
The show will be split between two floors, with the lower floor – which features exposed brick pillars and is called The Vaults – described as being “very atmospheric and perfect for the fetish type of products”. Tobacco users will be pleased to hear there is an outside smoking terrace.
Previous events have featured an ‘after party’ but this year there will be five, and exhibitors will be able to attend at least two free of charge. Erotica will also feature sponsors, and confirmed names include Spearmint Rhino and Swinging Heaven with others still being finalised. At the time of writing, around 30% of available stands had been sold. “We would be happy with some 150 [exhibitors] but indications are that it could be nearer to 200,” said Schofield. “And advanced ticket sales are pushing towards the four-figure mark already. But this is still very early days. Ticket sales do not normally start until June.”
Schofield concluded: “This year there is a range of sponsorship options available for the show as well as advertorial and banner advertising on our website and newsletter. Negotiations are already underway with interested parties regarding our main platinum, gold and silver packages. Additional options are available for a book sponsor, sex toy sponsor and lingerie sponsor. All enquiries are welcome. On top of that we will also have limited VIP tickets available for those who are prepared to pay a premium for entry to our exclusive lounge area with champagne and canapés at the show, as well as VIP entrance to associated Erotica parties and an Erotica goodie bag.”