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Thousands flock to the Dock! |  |  |
The busy range at the show
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The constant thwack of club on ball in the giant indoor golf range was a constant reminder that enthusiastic golfers had turned up in their droves at the London Golf Show at the ExCel Centre in Docklands.
Thousands of balls were driven at the 40-foot high netting by club golfers queuing for a chance to try the latest equipment from Nike, Hippo, Mizuno and Wilson.
Many of them took a few minutes to try out clubs from a variety of manufacturers - though Callaway, Titleist, Cobra, Ping and TaylorMade were significant by their absence from the show - before heading to where Direct Golf UK was driving a bargain!
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John Andrew - delighted
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The Huddersfield-based retailer had secured exclusive rights at the show and its owner John Andrew was grinning from ear to ear, delighted - and mildly surprised - at the early signs of success the event had attracted.
"We've already sold out of the Nike 460 Ignite driver with a regular shaft and the refurbished Titleist ProV1 balls at £12.99 have also been a hot-seller," he told me. "Though we have always strongly supported the show, I honestly didn't think it would be this good."
The store, which attracted a constant stream of customers throughout the first day, was billed as the largest golf store in Europe covering 15,000 square feet, with £2million worth of stock and 42 PGA professionals on hand to issue advice to potential customers.
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Lynx reveals its adjustable weighted iron
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Though some leading club-making brands preferred to wait until 2006 before considering exhibiting (a date has already been set for April 20-23 at the same venue), others like Hippo, Lynx, Snakes Eyes, Ram, MacGregor, Mizuno and Srixon, were pleased to be able to take a turn in the spotlight.
Hippo, which has Ryder Cup captain Ian Woosnam, endorsing its products, showed off its latest £99 ITX2 driver, while stablemate Lynx revealed the Black Cat TCP 460 (£169) and revolutionary Black Cat irons, complete with 27-piece adjustable weighting system (£399) which enables golfers to move weight around the sole of the club to promote different launch and ball flight.
Mizuno played on the success of its forged MP-32 irons and the popularity of its star performer Luke Donald, while Snakes introduced its 600 TJ and 600TC drivers and Quick Strike utility clubs. For MacGregor, the eye-catching M5K GT putter was a major attraction.
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Long driver champion Deirdre Brennan on the Nike simulator
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Nike, too attracted a constant crowd to its simulator, where regular golfers were able to take on Europe's longest drivers using a range of the company's latest Ignite models.
On another simulator, visitors had the chance to 'Worldwide Hole in One' were offering the chance to win a Honda 4x4 for an ace.
But after several hundred attempts on Day One, the nearest was 30 inches.
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Emma Hardwell promotes the hole-in-one for a Honda car
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While putting greens and coaching bays provided some interactivity for the visiting golfers, this aspect will have to be improved if the show is to build on its early success.
Even Scott Cranfield's short game academy attracted some criticism for the poor range of equipment, while others queued for over an hour for the chance to fire a handful of balls at the outdoor floating green.
The 80-yard shot from a platform to a 30-foot diameter simulated green moored in the middle of breezy Victoria Dock proved a tricky hazard, especially as it was on the flight path of planes flying in low to land at London City airport.
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 Jeremy Paulson from the Thai Tourist Board goes for the green
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Not many achieved the feat, especially with a wind gusting across the target and any diver commission to retrieve balls at the end of the four-day show will certainly make a killing. A host of celebrity golfers are set to put their reputations on the line before Sunday afternoon.
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Verdict
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Overall the show was a well-organised, excellent effort and well worthy of a follow up event next year, when hopefully there will be an increase in interactive exhibits where golfers can try even more products before they buy.
The destination zone, while a pleasant show room for holiday companies and tourist boards, proved a little too intimidating, insular and specialist for most tastes and tended to be ignored. Companies will need to improve their visual impact with video presentations and interaction next time.
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Fashion in full swing
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Though the fashion show has come in for some criticism for its lack of practical outfits from major brands, it was professionally presented and a lively distraction to get the pulses racing.
*Tickets to the event cost £10 in advance, or £15 on the door; under-16s will be charge £5 in advance or £7.50 on the door. Tickets available from www.ticketmaster.co.uk or by calling freephone 08701 451205.
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| | Discuss this article, 1 of 58 messages, read more: | | golfer24 | |
| Posted: 21/04/05 16:00:34 34 | Just come back from the London Golf Show. If you travelling any distance to it i wouldn't bother. Majority of exhibitors are for properties abroad. The long drive competition is a farce. Nobody taking your details so in the unlikely event you do win you can be contacted.
If you go in the Direct Golf Uk store the security won't let you out for some obscure health and safety reasons so you have to find the exit through a maze of isle selling equipment more expensive than you would find on the internet e.g Wilson FI5 Blade irons £499 on ebay £370.
The island green is another joke cued for ages to hit the green but the one guy observing did not notice. I actually hit it two out of three but by the time i played someone apparently had already ... |
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