After six weeks of strong trading for his customers in the seaside sector, Paolo Sidoli, managing director of SB Machines, is preparing for a “good turnout” at next week’s ARE expo, where the company will exhibit its new Double Pony ride.
SB Machines will launch its new Double Pony ride at next week’s ARE Expo – and managing director Paolo Sidoli anticipates a sizeable audience.
Taking place on 29-30 April at Victoria Warehouse in Manchester, the first iteration of ARE is set to attract operators from across the North of the UK.
“First and foremost, we are expecting a good turnout and support from the visitors,” said Sidoli, who highlighted Manchester’s strategic location and accessibility as key advantages.
“Manchester is well located and can attract many amusement operators. Transport links and accessibility are excellent, and one is only a few hours away from all the main resorts that are found in the North West, North East, Midlands and Scotland. Manchester can attract visitors who might otherwise not attend the London exhibitions.”
With the industry still navigating post-pandemic volatility and the ripple effects of ongoing economic turbulence, Sidoli pointed to a promising start to 2025.
“Despite the well documented economic turbulence, the past 6 weeks of trading have been positive – good weather since the middle of February, the half term English and Welsh holidays, straddling each other, Mother’s Day and finally a late Easter,” he explained. “These factors have given a welcome boost to many business owners in the leisure, catering and hospitality sector.”
SB Machines is planning to make the most of its time at ARE, using the event not only to connect with clients but also to unveil new innovations.
“This is a first for us – a new show and a new launch at the same time,” Sidoli remarked. “Apart from the fabulous Peppa Pig Helicopter, we will be demonstrating our support to the show and its visitors by unveiling our new Double Pony (Compact) ride. Manufactured by Italresina from Modena, this ride is slightly smaller than its magnificent predecessor, the Twin Pony Express and would be a compelling item to introduce to the floor of any amusement premises where space is always at a premium.”
In terms of broader business development, 2025 has already delivered notable successes for SB Machines.
“Coin operated rides are our job. I believe that we are very competent at what we do. For over 30 years we have been consistently supplying best in class, and we continue to do so,” said Sidoli. He cited the company’s Peppa Pig line – including the Dome, Helicopter, and Hammer – as a standout of the year so far. “A one of a kind licence: this brand cannot be excluded from any premises.”
However, the regulatory environment remains a thorny issue. Sidoli expressed concern over the pace of progress on the Gambling Review and its potential impact on the sector.
“It seems implementation is going to be a long and slow process,” he noted. Instead of waiting on policy shifts, Sidoli urged operators to focus on service and customer experience.
“The best thing that businesses can do is to focus on what they CAN do and not what they CANNOT do, e.g. give exceptional levels of service in warm and friendly, clean, safe environments – and provide the latest equipment possible to keep the player interested.”
As the industry prepares for the start of the summer season, the energy around ARE signals forward momentum – with companies like SB Machines leading the way through innovation, quality craftsmanship, and an unwavering commitment to customer service.
