Olympia Calling                 (Exhibitions)

Traditionally, the event industry gets its January exhibition awakening at The Event Show where organisers of indoor and outdoor events converge en masse.

Show organisers recently reported a 10% increase in new exhibitors with repeat bookings up by 15%.

With just two weeks to go before show day, The Event Show's manager, Michelle Tayton (pic below) outlines the prospects for this year's visitors and exhibitors.    

Abigail Parkin (8 Jan'08)

Who should be visiting this year's Event Show - and why?

Anyone involved in organising indoor or outdoor events should visit The Event Show.  The current economic climate makes it crucial for event organisers to keep abreast of innovative products and new ideas in order to retain current clients and to help attract new customers.

The Innovation Theatre will be a showcase for those exhibitors launching new ideas. Once again The Access Sessions have attracted some of the industry’s key influencers including John Probyn (Live Nation), Stuart Galbraith (Kilimanjaro Live) and Roger Barrett (Star Events Group).

We also have the team behind the 50 feet high robotic spider, "La Princesse" that hit the headlines as it crawled through the streets of Liverpool as part of the City of Culture celebrations. For those looking for new performers for corporate events there will be non-stop live entertainment on the LIVEstage.

At nearly 20 years old, how has the Show managed to retain its original blueprint while keeping pace with the needs of today's exhibitors?

Through market research, on site questionnaires and working closely with event organisers, promoters and suppliers, we make it our priority to keep abreast of current trends and issues affecting the event industry. We are known for catering to the high end, discerning event organisers, promoters and those involved in the public sector, which makes The Event Show unique. It is testimony to the success of the Show that companies such as Themes Inc have actually doubled the size of their stand this year based on the amount of business The Event Show generated for them last year. 

What are your responsibilities during the planning phases?

My role as manager of The Event Show is very broad. Primarily my role involves liaising with the team at Olympia, working through operational issues, board meetings and reviewing that last exhibition working with the marketing and PR team to implement the direction of, and any changes to, the next Show. I also appoint suppliers including security, ticketing and AV. I also work very closely with the exhibitors to ensure that they get the best out of The Event Show. My remit also extends to sponsorship so I'm kept pretty busy all year round.

Given the economy, what measures have been taken to make the event "value added" for exhibitors and visitors?

For exhibitors we offer free public relations support as part of the package. If our exhibitors are planning to launch something new then we can help raise awareness for them as part of the pre-promotion of the Show. This year we are also making the press office digital so there will be no need for exhibitors to transport dozens of press packs with them, all the information will be available for download onto USB sticks. We provide unlimited complimentary tickets and every exhibitor gets a free listing in the Show Guide.

For visitors, we provide free workshops to enable them to keep up to date with current legal and health and safety regulations in the event industry and we are also proud of the fact that we are the only exhibition of its kind to enable event organisers to participate in debates and seek opinions from the Access Sessions experts.

Admission to The Event Show is free to industry professionals who register.

RK  _________________________________________