I've been to the UK game fairs - which draw 150K people annually - and interviewed some of the organizers. I think one of the things Americans visiting those events could easily miss is they are not really a single event, they are actually a collection of simulataneously held events that come together to create a bigger whole, not a set of simultaneous "demonstrations."
At the UK CLA game fair, yes, there are lots of shooting opportunities and instruction for newcomers. There is an entire sporting clays course for people to enjoy and a stand with dozens of guns ranging from basic O/Us to Purdeys shooters could try out with the help of friendly instructors. That's all fantastic, it really is. But, it is also the site of one of europe's largest competitive shoots, with 1000 shooters competing in a serious event.
Similarly, while there are dog training demonstrations, there are also a serious, judged field trial events. There are competitions in fly casting, equestrian events, and several other areas. The CLA Game Fair is somewhat akin to a large state fair here in the states. Yes, there are carnival rides and food on a stick, but it also an important gathering of people who are there to compete for blue ribbons and mingle with others who share the same passion. That's what makes those events different from everyday amusement parks. They are the central gathering place for a variety of people who are passionate about different outdoor sports. That's the base audience for the event, and outsiders are invited in to share and witness that experience, and others as well.
What is different in this country is we segment out our ourdoor events. We have many successful seperate shooting events, field trials, fishing competitions, etc. But no one has brought some of those disparate events together into a single outdoor event. The reason game fairs have trouble here, I think, is that we have tended to make them demonstrations for newcomers, not must see events for serious outdoor people. In the UK, the base audience is outdoor enthusiasts, and newcomers are invited in to see what they're up to. The other advantage of the UK model, is that the sports tend to cross polinate. Shooters wander over to the equestrian events and get hooked. Fly fishermen try the shooting, etc. Dog trainers take an interest in horse training, etc.
The problem with events like EPIC is there is nothing "must see" about it for existing outdoor enthusiasts. The equestrian events were not serious enough to draw serious horse people. The dog training demonstrations did not attract serious dog handlers. The shooting events (particularly with the lead shot ban) didn't draw out top shooters. And none of the events drew out people who wanted to see the best in their fields.
The base audience for a successful game fair is people who are already interested in their sports and want to see the best competititon in their sports .... and are interested in checking out what's happening with other sports as well. Sort of an olympic village for outdoor enthusiasts. Get those people there and you've got an audience, and an attraction for outsiders to come in, learn about the sports, and take an interest in getting involved.
Without that, EPIC was a shooting event with shooting vendors where the shooters couldn't shoot. And the rest was a bit of a sideshow.
The UK model obviously takes a lot more work. You can't just book a nice site and invite some people to give a variety of demonstrations. It would take leaders in a wide range of outdoor sports to come together to hold what would essentially be a joint event under one umbrella. It would also require marketing by outdoor segment, not the general community. In other words, the shooting should be marketed to shooters, the equestian events to horse lovers, fly fishing to fisherman. And the marketing to each segment must be compelling enough to stand on its own.
That's really hard work, but the benefits for all sports would really be something.
