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Morton’s plan evolution for Dirt Bike Show not revolution

The International Dirt Bike Show’s half price admission initiative proved to be a resounding hit with the UK’s dirt biking public as thousands of fans and their families flocked to the opening day of Europe’s leading off-road dedicated show today.

With much to see in terms of the latest motocross, enduro and trials machines and a healthy showing of top-level personalities, the Stoneleigh Park halls were buzzing. Retailers happily reported a steady stream of business throughout the day and the My First Honda Licence and Strider Balance Bikes activities in hall four were mobbed.

British MX1 and MX2 champions Kevin Strijbos and Elliott Banks-Browne together with Extreme Enduro star Jonny Walker and British Enduro champ David Knight took time out to talk with stage compere Jack Burnicle, meet fans and sign autographs, and more stars of the racing world are expected to make a visit to Stoneleigh over the next three days. Suzuki’s Stephen Sword is confirmed for Friday and Kawasaki’s Tommy Searle and Honda’s Nico Aubin are both expected on Saturday.

Also enjoying the mix of the Dirt Bike Show crowd today were the new owners of the Show, and trade and exhibitor reaction to the Mortons Media Group takeover of the International Dirt Bike Show has been overwhelmingly positive.

“We have been delighted at the positive response from exhibitors and visiting trade alike,” explained Mortons managing director Brian Hill, who was visiting the show on opening day with Mortons chairman Philip H. Sharpe, fellow Mortons directors and senior staff.

“We aren’t looking to make any major changes in what is clearly a very successful format, and we think we can bring more to the Show in future years, with more activities and further development of the classic, Evo and twin shock areas.”

Mortons already has an extensive portfolio of regional and specialist motorcycle shows, the biggest of which is the Carole Nash Motorcycle Mechanics Show at Stafford, which attracts over 32,000 visitors and some 800 exhibitors of various sizes.

Doors open daily at 9.30am and close at 5.30pm Friday/Saturday and 5.00pm on Sunday. Adult admission is £15, youths £7.50 and children aged ten and under go free. Parking is plentiful and free!

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