Hillhead is unlike any other exhibition. Set in a working quarry near Buxton, Derbyshire, it brings together hundreds of exhibitors and thousands of visitors from across the quarrying, construction and recycling sectors every two years. With live demonstrations, heavy kit on the move and large-scale outdoor builds, it demands more planning and preparation than a typical indoor show.

That’s why the smartest exhibitors don’t start planning in the spring – they begin during the winter months.

At Saward Marketing & Events, we’ve supported brands at Hillhead for many years, working alongside partners like GL events to deliver eye-catching, high-performing exhibition structures in the quarry environment. Winter is when we help clients shape their strategy, design their stands and lock in logistics so they’re calm, ready and confident when summer arrives.

Here’s how to use the winter months to set your brand up for its best Hillhead yet.

1. Start with Strategy, Not Stand Size

Before you think about square metres or structure height, use the quieter winter period to get clear on your objectives.

Ask yourself:

  • Are we launching new plant, products or technology at Hillhead?
  • Do we want to drive qualified leads, distributor meetings or press coverage?
  • Is our focus brand visibility, hospitality for key customers, or live demos?
  • Which markets (quarrying, construction, recycling) do we most want to speak to?

Once your goals are defined, your stand design, layout, hospitality and demo schedule can all be built to support them – instead of simply filling a plot because “that’s what we always book”.

How Saward Marketing & Events helps: we work with you to translate business goals into a clear exhibition plan, so every element of your presence at Hillhead has a purpose.

2. Lock In Your Space and Structures Early

Hillhead is a busy, high-demand show with a mix of outdoor plots, demo areas and indoor pavilion space. The best positions and structure options are often secured well in advance.

Use the winter months to:

  • Confirm (or upgrade) your stand location and footprint
  • Decide whether you need an enclosed structure, open deck, hospitality area – or a combination
  • Plan how your products, machines or technology will be displayed and accessed safely
  • Allow time for ground works, level changes or special access if required

Because Hillhead is held in a quarry, there are additional practical considerations – gradients, visibility lines, weather exposure and visitor flow all matter more than at a flat indoor venue.

How Saward Marketing & Events helps: we design and manage stand builds that work with the quarry environment, not against it – from elevated leg heights to improve visibility to clever indoor/outdoor layouts that make the most of the dramatic setting.

3. Design a Stand That Works in a Real Quarry

Hillhead is a working environment: dusty underfoot, potentially hot or wet depending on the weather, and full of movement. Your stand needs to look exceptional but also be robust, safe and practical.

Winter is the perfect time to:

  • Develop 3D visuals and floorplans that consider visitor flow and sightlines from multiple approaches
  • Plan clear product zones – static displays, demo viewing, meeting space, hospitality, reception
  • Choose durable finishes and furnishings suitable for an outdoor quarry environment
  • Integrate storage, staff welfare and secure areas discreetly into the design
  • Plan lighting that works in bright sunshine and gloomy conditions alike

Think of your structure as a temporary HQ in the quarry – it should feel professional, on-brand and welcoming, but also tough enough for three long, busy days.

How Saward Marketing & Events helps: our team creates bespoke stand concepts for Hillhead that balance impact with practicality, ensuring your brand looks polished whatever the weather throws at you.

4. Plan Your Live Demonstrations and Visitor Experience

One of Hillhead’s biggest draws is the ability to see equipment working in a live quarry environment. If you’re showcasing machinery, attachments or processing lines, winter is the time to choreograph how visitors will experience them.

Consider:

  • Which products will be running live, and which will be static displays
  • Safe viewing positions and clear sightlines for demos
  • Signage, briefing points and demo schedules
  • Integration of video screens or AR/VR to show capabilities that can’t be demonstrated on site
  • How your sales team engages visitors before and after each demo

A well-planned visitor journey – from first impression, into your stand, through a demo and into a meaningful conversation – is what turns quarry traffic into tangible leads.

How Saward Marketing & Events helps: we map the visitor journey on your stand and help script and stage demos so your team knows exactly what happens, when, and why.

5. Get Ahead with Branding, Graphics and Content

Winter is the ideal time to create the visual and written content that will bring your stand to life. Leaving this until late spring risks rushed, inconsistent messaging.

Use these months to:

  • Update your brand messaging and key product claims
  • Design stand graphics, hero visuals and wayfinding signage
  • Create video content, motion graphics and demo loops
  • Prepare technical datasheets, brochures and QR-linked downloads
  • Align your on-stand messaging with your website and social media

By the time spring arrives, you want your creative assets ready to go – not still waiting for sign-off.

How Saward Marketing & Events helps: we handle stand graphics, digital content and print collateral as part of a joined-up exhibition package, so everything feels cohesive and on-brand.

6. Sort Logistics, Accommodation and On-Site Operations Early

Hillhead is a popular event in a busy area, and practical arrangements can book up quickly. The winter planning window is perfect for securing the essentials:

  • Accommodation for your team and key customers
  • Transport for staff, guests and equipment
  • Heavy kit logistics – delivery, offloading, positioning and removal of machines
  • Catering and hospitality – coffee, refreshments, lunches, evening receptions
  • Power, data and services required for your stand and demos

Having a clear timeline and logistics plan before spring means fewer surprises and smoother build and breakdown phases.

How Saward Marketing & Events helps: we project manage your Hillhead presence end-to-end, coordinating suppliers and schedules so you can focus on your customers instead of chasing deliveries and power drops.

7. Build Your Pre-Show Marketing Calendar

Hillhead is a fantastic platform – but only if the right people know you’re there and why they should visit your stand.

Use winter to set up a pre-show marketing plan that might include:

  • Save-the-date emails and invitations for key customers and prospects
  • Social media campaigns counting down to the show
  • Landing pages with meeting booking options
  • Press releases or media briefings for product launches
  • Show-only offers, demo slots or VIP hospitality sessions

By starting now, your campaign can build steadily and strategically, rather than rushing out last-minute messages in June.

How Saward Marketing & Events helps: we can support with copywriting, design and campaign planning to ensure your on-stand activity is backed by strong pre-show communication.

8. Don’t Forget Safety, Compliance and Sustainability

In a live quarry environment, safety and compliance are non-negotiable. Winter is a good time to review:

  • Risk assessments and method statements for your stand and demos
  • PPE requirements for staff and visitors
  • Accessibility for all guests
  • Opportunities to reduce waste and improve sustainability on your stand

With increasing emphasis on environmental performance, considering sustainable materials, re-usable structures and low-waste hospitality during the planning phase will put you ahead of the curve.

How Saward Marketing & Events helps: we work within Hillhead’s guidelines and best practice to ensure your stand and activity are safe, compliant and aligned with contemporary sustainability expectations.

Make This Winter the Start of Your Best Hillhead Yet

Hillhead is a major investment of time, money and resource – but the returns can be exceptional when you plan early, design intelligently and execute confidently.

By using the winter months to get ahead on strategy, stand design, logistics, content and marketing, you:\

  • Reduce last-minute stress
  • Make better use of your budget
  • Give your team clear direction and tools to succeed
  • Arrive on site ready to focus on visitors, not firefighting

Saward Marketing & Events is here to help you at every stage – from initial concept and plotting out your presence, through to stand design, build, graphics, logistics and on-site support at Hillhead.

Planning to exhibit at the next Hillhead?
Use this winter to get ahead. Contact Saward Marketing & Events to discuss your goals and let’s start building an exhibition presence that truly stands out in the quarry this summer.