An ariel view of Arena UK, where B2B Events are launching their Antiques, Home and Vintage Show in May.

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Held at the privately owned 500-acre equestrian centre Arena UK at Grantham in Lincolnshire, B2B's Helen Martin and Alan Yourston believe they have spotted a gap in the market.

Moving into IACF and Swallow Fairs territory, the Antiques, Home and Vintage Show will be targeted squarely at the public as opposed to the trade.

The venue is situated between Grantham and Newark on the A1, some ten miles from Newark and 20 miles from Lincoln, and has room for a maximum 350 inside standholders plus 1000 outside.

The organisers have scheduled three dates for their new venture: the bank holiday weekend of Sunday and Monday, May 1 and 2; Saturday and Sunday, October 22 and 23, and a one-day fair on November 20.

Targeting a younger crowd, the organisers are hoping to recognise the marketing strengths of the 'Kirstie Effect' by emphasising the home and vintage appeal.

Kirstie Allsopp's recent Channel 4 series, Kirstie's Homemade Home, gave out a strong message that "second-hand shopping" for pieces bought from fairs and markets across the country by young homeowners was as rewarding and inexpensive as it was fun.

Helen said: "The title is to reflect the buzz of vintage and home. While some may see it as clothing and accessories, now, thanks to Kirstie, others see it as something old and useable. The word Antique seems to put youngsters off. Home and Vintage suggests that if they are putting together a home, there is likely to be something here for them.

"All of us now need to watch our cash and we hope this fair will further encourage the public to recycle and buy secondhand, refurbished or renovated pieces to suit their style."

There are no date clashes and B2B fair director Alan Yourston, formerly fairs manager at dmg/IAC, rejects any idea that this new triannual fair might be competition for IACF at Newark and Swinderby or Swallow at Lincoln.

He said: "I certainly don't want to run up against Newark and Lincoln. We feel that there is room for another trailblazing fair in the area and this is not one aimed at the trade but at the public, which is why they are on a weekend."

Arena UK's marketing people made the first approach to B2B Events -they are keen to widen their remit beyond major show-jumping and other sporting events to include antiques fairs. This is the first indoor event the venue has staged and the main indoor arena will be covered in flooring to cater for it.

The fair has space for more than 200 inside exhibitors and 200-plus outside. Inside stands cost from £100 for the weekend; limited furniture pitches from £200; outside pitches cost £70 pre-booked and £80 on the day.

Following the May launch, the next two dates are Saturday and Sunday, October 22 and 23, and a one-day fair follows on Sunday, November 20.

The new fair increases B2B's portfolio of antiques and collectors' fairs and fleamarkets to venues in Worcestershire, the West Midlands, Edinburgh, Kent and now the East Midlands.

Tel: B2B on 01636 676531. For information on Arena UK, contact Richard Pettinger on 01476 591569.