Show prepares dance fever

Organiser Value Added Events is set to debut a consumer exhibition targeting dance enthusiasts at Olympia next year, following resurgence in the genre.

Organiser Value Added Events is set to debut a consumer exhibition targeting dance enthusiasts at Olympia next year, following resurgence in the genre. Dance London, which is scheduled to take place from 22-23 April, will allow visitors to take part in classes, watch performances and purchase equipment and costumes. A wide mix of dance disciplines will be showcased across the three-day show with both amateurs and professional enthusiasts welcomed. Value Added Events show director Jonathan Scott said: “It was recognised how enthusiastic people in Britain have become about dance. The genre has received extensive television coverage recently including the BBC series Strictly Come Dancing and Strictly Dance Fever, which have been runaway successes and surprised everyone. “More than 5m people in the UK dance regularly and we think there is a consumer trend of massive proportions. The show will cover all dance styles. The core visitor will be dance students and professionals who we anticipate will account for around 30-40% of the attendance.” The organiser, based in London, hopes to entice around 100 exhibitors and 10,000 visitors to the debut show. Value Added Events also organises the Language Show, which was held at Olympia from 4-6 November.

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