Bristol Airguns: How to host an open day

Airgun World (AW): What is the “golden window” for planning an open day? How far in advance should a brand start its preparations?

David Player (DP): Ideally you want to start planning around three to four months in advance. That gives you time to coordinate with manufacturers, confirm what rifles will be available for people to try and sort out the practical side of running the day. Our events take place on the outdoor range at Bristol Activity Centre, which we’re closely associated with, so we also need to make sure the range setup works for the type of demonstrations we want to run. It also gives us enough time to let people know what’s coming. Once visitors know which brands will be there and what they’ll be able to try, interest tends to build naturally.

AW: How do you curate the brands and products on display? Is it better to showcase a bit of everything or focus on specific brands?

DP: We prefer to focus on giving people a good hands-on experience rather than trying to show absolutely everything. Our open days usually see around 50–80 visitors across a three-hour session, which generally starts at 12pm. This means people actually get to try out each rifle. Because of that, it works better to concentrate on a few strong brands and give them the space to properly demonstrate what their products can do. So far we’ve hosted events with brands like Umarex, Walther, Crosman, BSA, Kral Arms, Taipan and Reximex. This setup works well because visitors can spend time chatting directly with the professionals who know the products inside and out.

AW: Beyond your own team, what role do manufacturer representatives play in the day’s success?

DP: They’re a big part of what makes the day interesting. Our team knows the products well, but the manufacturers bring a different level of insight. Visitors love being able to ask detailed questions about how something was designed or why certain features were included. It also makes the whole experience feel a bit more personal when you can speak directly to the people behind the brand.

AW: What are your golden rules for managing a safe customer experience?

DP: Structure and supervision are the big ones. Because we run the event on the outdoor range at Bristol Activity Centre, there are 13 individual shooting lanes, offering a safe shooting environment, and of course everything is supervised. Staff and supplier representatives are always nearby to guide visitors through the rifles and keep things running smoothly. With visitor numbers around 50–80 across the session, it means people can take their time and actually enjoy trying the equipment rather than feeling rushed.

AW: How do you balance the needs of a browser with someone ready to spend serious money?

DP: You get all types of visitors on the day, and that is exactly what the event is for. Some people arrive with plenty of questions, while others simply want to spend some time trying different types of airguns to see how they feel and how they shoot. The day is set up so people can experience a range of rifles in a relaxed environment. It is not a selling event and there is no pressure to buy anything. The focus is simply on giving people the opportunity to try different airguns and learn a bit more about them.

AW: What encourages people to make the trip to an open day?

DP: For most people it’s the chance to actually try the rifles properly. Looking at something in a shop is one thing, but being able to shoot it on a 100m outdoor range makes a big difference. You quickly get a feel for what suits you and what doesn’t. Having supplier experts there to talk to helps as well, and the café on site means people can relax, grab a drink and make an afternoon of it.

AW: What’s the secret to making it feel like a community event rather than just a sales day?

DP: The biggest thing is removing the pressure to buy. Our open days are about giving people the chance to try equipment, ask questions and spend time with other shooters. When you do that, the day naturally becomes more social. You’ll often see people chatting away about kit, comparing notes and swapping tips — and that’s exactly the kind of atmosphere we want.

AW: What should a first-time visitor do to get the most out of an open day?

DP: Take your time and don’t be afraid to ask questions. You’ve got access to the rifles, the manufacturers and experienced shooters all in the same place, so it’s a great opportunity to learn. Try a few different setups and see what feels right. Even experienced shooters often come away having learned something new.

AW: How do you manage expectations around stock availability?

DP: We’re always upfront about it. Some rifles can have waiting lists or longer lead times, so we make sure visitors understand that from the start. The aim of the day is really to help people figure out what suits them rather than pushing them into buying something immediately. Once someone knows what they want, it’s much easier to plan the next step.

AW: How do you judge whether an open day was successful?

DP: Footfall matters, but it’s not the only thing. If people leave saying they enjoyed the day, tried something new and had a good chat with the manufacturers, that’s a win in our book. Often the real results come afterwards when visitors come back or get in touch about something they tried.

AW: What’s your golden rule for following up with visitors who didn’t buy on the day?

DP: Of course we hope that customers will eventually buy from Bristol Airguns, but it is not just about the product — it is also about who you choose to buy it from. We are a small team and we put a lot of pride into providing good, honest customer service. In many ways the event is not only about showcasing the airguns, it is also about showcasing Bristol Airguns and the suppliers who go out of their way to provide the rifles for people to try.

If someone showed interest in a particular rifle, the suppliers are right there on the day and can step in to explain a bit more about it or answer any questions. They are also able to advise on availability — whether the rifle is currently in stock or when new stock is expected to arrive. If a customer decides to place an order on the day, we can take their details and arrange it for them. If the rifle is already in stock at our shop, it can be ready for collection straight away. If not, we can order it from the supplier and in most cases have it in the shop ready for collection later that week.

AW: Is there anything you used to do that you’ve stopped doing to make events run better?

DP: Trying to cram too much into the day. We’ve learned that keeping things simple works best. When people have enough time to properly try the rifles and chat to the experts, the whole event feels more relaxed and runs much more smoothly.

The next Bristol Airguns Open Day will take place at Bristol Activity Centre on 29 March.