An agreement between 100% Optical organiser Media 10 and the Federation of Manufacturing Opticians (FMO), the owner of Optrafair, has provided the British optical sector with what the parties described as ‘much-needed security and clarity’.
Following the cancellation of Optrafair 20/20 (see 7 Days), Media 10 and the FMO will now work together on 100% Optical as an annual event that will align other bodies in the sector with the full backing of the FMO. The Optrafair brand transitions to Media 10 ownership from 2021, but the FMO and Media 10 did not expand on how it might be used in future.
Nathan Garnett, event director for 100% Optical, said: ‘We are living through uncertain times and the optical industry needs solidarity. With the FMO’s full backing of 100% Optical, coupled with that of the Association of Optometrists (AOP) and Association of British Dispensing Opticians (ABDO), I can see huge potential for us to take 100% Optical forwards, grow our attendance levels, increase the diversity of our content, and make it an even more unmissable date in the UK and international optical calendar.
New opportunity
The sentiment was echoed by FMO chairman Stuart Burn, who said the agreement would allow FMO members to concentrate on one exhibition. ‘I am looking forward to working with Media 10 and believe this partnership will provide both tangible benefits and cost savings to our members and other exhibitors. Now, more than ever, we can come together as an industry at 100% Optical and tackle the key issues facing optics,’ Burn added.
Only ABDO general secretary Sir Anthony Garrett noted the legacy Optrafair had left behind: ‘ABDO has had a long and happy association with Optrafair and therefore there is some understandable sadness that it will not continue.
‘However, it is good news for the whole sector that there will be just one show each year which we can all fully support. We look forward to a successful working arrangement with 100% Optical for many years to come and a show that is able to grow and develop.’
Working relationship
For the first time, the FMO will fully support 100% Optical. Media 10 said the FMO would be involved with content creation and will have an exhibition stand at the event. ‘Members will also know that by attending 100% Optical, they are financially supporting their trade body, the FMO as well,’ said an FMO statement.
Media 10 and the FMO added that optical suppliers could now plan ‘with certainty and put their event marketing plans into place to support one event in 2021.’ They added that the long-term commercial agreement would allow the FMO the space, time and resources to increase support for its members – who would be consulted on the future relationship in the coming months.
Covid-19
With the coronavirus pandemic forcing the cancellation of the majority of the world’s live events, gatherings and trade shows, there is uncertainty as to whether January’s 100% Optical can take place and do so safely. As Optician went to press, Media 10 had not responded to its request for comments on the likelihood of the event happening and what sort of contingency plans were in place should the trade show be cancelled.
Media 10 confirmed it was working alongside ExCeL London and the local health authorities to ensure the event could be Covid-19 safe, with adherence to government guidelines on running safe trade exhibitions. ‘All those involved want to put delegates’ minds at rest that every measure will be taken to ensure the event will be a safe environment for exhibitors and visitors,’ said the company.
Planned safety measures included social distancing signage, sanitation stations, one-way aisles, screens, and PPE all being incorporated into the event. Media 10 said there would also be a greater use of pre-booked meeting software to manage visitor numbers, and longer opening hours to ensure access is made to as many as possible.
- 100% Optical is scheduled to take place between January 23-25, 2021