Australasia: Association Leader Weighs In
Gary Tufel -- Tradeshow Week, 5/29/2006
Australasia's small but thriving exhibition industry faces many of the same challenges as its counterparts in other countries, as well as some unique ones.
Contributing Editor Gary Tufel asked Mark Baker, CEO of the Sydney-based Exhibition and Event Assn. of Australasia, about the state of the industry in his part of the world.
Question: What's the EEAA's single biggest challenge?
Answer: For most not-for-profits, it's funding. We want to do an extensive marketing campaign on exhibitions as effective marketing tools, but funds are limited. We've used an UFI (the Global Assn. of the Exhibition Industry) study, based on a study from the assn. of exhibition organisers, but we would love to do a homegrown study and place it where we think it will do the most good.
Q: What's the greatest reward of running an association for show organizers, venues and suppliers in Australia and New Zealand?
A: Seeing the industry working together. There are advantages and disadvantages in having three sectors in one association, but it's good to see them working together. We have to include the three sectors in one association because of the small size of our industry.
Q: Is the industry growing?
A: Overall, yes. But in certain markets, because of venues being at capacity, not so much. For example, generic-type home shows aren't growing, but specialty niche shows are. In Sydney and Melbourne, the venues are booked out, and more space is needed.
Q: What are the association's most important goals and activities?
A: In November 2005, the EEAA Executive Committee released a blueprint containing three key objectives. Our industry needs data regarding our economic impact in order to lobby government to create more exhibit space in major venues.
Also, for our annual benchmarking study on the industry, this year our member organizations agreed to let all visitor and exhibitor data be aggregated over a three-year period to see how the industry is trending, which gives us improved resources with which to lobby government.
Q: Is there conflict between the interests of your members? If so, how do you reconcile them?
A: At times, there is conflict. Our membership is 60 percent suppliers, 30 percent organizers and 10 percent venues. Having three different sectors can be hard to manage, but we've set up subcommittees for each of the three groups. These meetings have led to more creation of user and advisory groups.
Q: Are you satisfied with the quality and number of venues in Australia and New Zealand?
A: I am satisfied with the quality of the main centers. In the past five years, there have been lots of new regional facilities built. All are first-class, but they are of a different standard than the main Sydney and Melbourne centers. We need more space in Sydney's and Melbourne's main facilities. In Sydney, there are other exhibition options, but eight shows have filled the Sydney Convention & Exhibition Centre, and we're working with other associations on expansion pushes in both Sydney and Melbourne.
Q: Can exhibitors in Australia set up and tear down their stands without the use of union labor?
A: They can, but they have to be trained in health and safety matters. There are no union regulations preventing exhibitors from setting up and tearing down. Some don't really have the expertise, though, to do it themselves.
Q: Does Australia attract overseas events?
A: There are mostly domestic events in Australia, and no big push to attract overseas shows.
Q: How about overseas exhibitors and buyers at Australian shows?
A: We get lots of overseas exhibitors, about 10 percent of our total, including a good percentage from Asia and other areas. We have a total of 82,000 exhibitors a year at Australian shows, which means about 8,200 international exhibitors. There are 7 million attendees yearly, but these are mostly from the local market.
Q: Is intellectual property protection a concern among show organizers and exhibitors there?
A: I haven't heard a lot about that here, but I'm sure it happens. Exhibitors have a different attitude about it. They don't want their ideas stolen, but at the same time they want their new products on display. It's not a top-of-the-mind issue in Australia.
Q: What other issues are important in your industry?
A: Occupational health and safety is a big issue. Avian flu is not so much. We're isolated here, which can be a plus or a minus, and with avian flu, it's a plus. Concerns have died down, but I've heard reports that our borders could be closed because of it, which would be horrible for exhibitions and for business.
Q: What has your reciprocity agreement with the Intl. Assn. for Exhibition Management meant in practical terms?
A: IAEM is a kindred association with which we share information and resources, and we have relationships with the aeo and CAEM (Canadian Assn. of Exposition Management) as well.
For example, at our leaders forum in March, our focus was on consumer show issues, such as decreases in attendance at some, and (IAEM President) Steven Hacker put us in touch with U.S. consumer show producers for information and trends.
