Max SteventonStephen Lance, the founder of The Showman’s Show, an outdoors events exhibition, died on 16 August. His passing was announced in a statement by his sons Jeremy and Johnny Lance (pictured with Stephen).
Lance was a driving force behind the UK’s outdoor events and agricultural show industry, dedicating his career to supporting organisers and suppliers.
He launched The Showman’s Show in 1984, building on the success of The Showman’s Directory, which he and his wife Jean had started in 1968 to connect industry professionals.
Lance’s career in events began in the early 1960s with a year in Botswana, where he helped organise the Bamangwato Agricultural Show. Returning to the UK in 1964, he joined the Surrey County Agricultural Society, eventually becoming chief executive, all while developing The Showman’s Directory behind the scenes.
His career highlights included supporting the Papal visit to Dublin in the late 1970s and directing the major exhibition Our Living Heritage – 500 Years of British Farm Animals, staged at Hyde Park’s Festival of Food and Farming and at key UK agricultural shows in 1989.
When he handed over The Showman’s Show to his sons Jeremy and Johnny in 2013, he left them with a clear ethos to maintain. “Dad always believed the show should be personal, fun, and informal,” they said.
“Thank you to everyone who has supported the show and our family over the last 40 years, it means so much to us all,” said the brothers in a statement.
The next edition of The Showman’s Show will take place on 22-23 October at Newbury Showground.