Torbay Airshow: Struggling To Get Off The Ground?

Despite ERBID managing to spend an extortionate £12 Million of taxpayers’ money over the past 12 years (£300,000 just this year), last year’s show was painfully limited compared with similar events across the country, with very little entertainment on the ground to keep showgoers occupied and limited publicity to promote it. In fact, as a result, many Torbay residents have chosen to watch the lineup from their own roof or front porch rather than attend the event in person, causing the air show to be more of a drain on the council’s funds than a jewel in Torbay’s crown.

But can the air show be rescued? And if so, how?

First, to state the obvious, the air show is chronically disorganised and underpromoted. Torbay frequently plays host to large names in showbusiness at the Princess Theatre, including comedy legends Jimmy Carr, Russel Howard, Sarah Millican, and talented musicians and performers such as Billy Ocean and Anton Du Becke. And yet, there hasn’t been any significant promotion of the air show by celebrity figures.

Another area where ERBID has missed the mark is integrating the various events going on in Torbay. Torbay holds several other events, including the food and music festival and Electric Bay. If the events were arranged in a week-long festival, tourists would be much more interested in coming to visit the Bay for an extended holiday, helping to bring more money into the area, which could then be used to develop local business and build all the local events to be bigger and better in coming years. Integrating the local events would enable Torbay to promote itself more effectively, and encourage more visitors to attend all three events in one stay in the Bay. And in the event of any disasters – such as the tragic crash that occurred just a week ago – visitors would have other events to attend instead of being let down. It seems an obvious move, so why hasn’t it been done?

Finally, ERBID needs to consider what will visitors do at the air show? While watching the line-up is fairly entertaining, most people need activities and entertainment to keep their attention – especially families with small children who may not want to sit still for long periods of time. The Torbay Air Show has little in its favour besides the planes themselves, with just a few very limited local musical acts and performing groups, and no big names to note. If ERBID put half as much effort into sourcing world-renowned talent as the Princess Theatre, perhaps more tourists would be inclined to see what Torbay has to offer. But the fact is, even most locals are reluctant to spend up to £50 a day just to watch a local Samba band and go on a couple of fairground rides.

With such talented pilots performing dangerous stunts at their own risk to promote the Torbay area, we owe it to them to make Torbay Air show an event to remember. Perhaps the English Riviera Business Improvement District should stick to improving local businesses and leave the local events to a more experienced marketing agency.