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SHOW CaSe16 www.exhibitionnews.co.ukor a company aiming to be the world's best B2B event provider, a potential £51 million deal for a show only seven years old is a bold gamble. But UBM Built Environment chief executive Adrian Barrick and deputy chief executive Nina Wright believe the firm's purchase of Ecobuild, a survivor in the cut-throat market of construction-based exhibitions, will lead the firm to its goal."UBM's built environment portfolio was led by print magazines five years ago, but now it's exhibitions," said Barrick, who was the editor of Building magazine for eight years. "We also have databases, virtual events, whitepapers and research in our cadre of products. We feel we can offer customers a superior proposition."The next Ecobuild from 20 to 22 March is the second at Excel London and will have 1,300 exhibitors, 800 speakers, 140 seminars and three conference streams. Students from Kingston University will also build a 17th century bridge.The number of professionals visiting the event has grown from 6,100 in 2006 to more than 55,000 last year, when the event occupied net floor space of 28,000sqm and generated revenues of approximately £9.4m. For a UK-focused show, Ecobuild also has an impressive international audience, making up 10 per cent of visitors and a quarter of exhibitors.In July, UBM bought the show from International Business Events Limited for an initial cash payment of £31m and a further performance-based cash consideration of up to £20m payable over the next 12 months. So what possessed the firm to pay such a large sum for the show?Barrick attributes Ecobuild's value to its recent, speedy success and potential to spread the brand globally."I don't think it was just one thing that made the show successful," he said. "For me there are five reasons for its success: The rise of sustainability on the political agenda; the show's understanding of the industry; the importance placed on content; making it an experiential show; and obsession to detail."Producers in the industry tend to do things in a factory-type way. Ecobuild was always based on a huge amount of personal research."Ecobuild was deemed an excellent fit with UBM Built Environment's existing UK media portfolio, which includes Property Week, Building and Building Design. The show will also complement UBM's international construction portfolio encompassing Expobuild in China, the Concrete Show in Brazil and India and Building Future Education in the United Arab Emirates. "The global infrastructure of UBM allows us to geoadapt the show," Wright continued. The first step is Ecobuild China, which will run on 9-12 April and is positioned alongside UBM's existing Expobuild show."The show will have the same principles as the UK version, but will have a Chinese feel to it," Wright explained. However, any imminent geoadapting of Ecobuild into other Chinese territories, Brazil, India or the UAE was ruled out for the time being. "We will proceed cautiously before we make any final decisions on where to extend the brand," said Wright.Second tryUBM took the decision to buy the show after burning its fingers in the construction exhibition market. The ill-fated Think show ran at Excel London in 2007 and 2008 but could not compete with Ecobuild's success."Ecobuild really hits the sweet spot in terms of its agenda," said Barrick. "It has always had a tremendous focus and a clear and compelling proposition. Think didn't have it in sufficient qualities."Ecobuild began in 2004 at The Old Truman Brewery, Brick Lane, London as The Green Building Conference and Exhibition within the CityScape exhibition. The following year it moved to the larger QEII Conference Centre, before moving to Earls Court in 2006."People didn't know that Ecobuild would be a success when it was launched," said Barrick. "Sustainability is a scientific and specific subject which you can't treat in a superficial way. For an event to be relevant, it had to show an in-depth understanding of its nuances."Barrick believes the construction exhibition market is a tough nut to crack. "A lot of professionals in the industry are hard to get out of the office," he said. "Architects are particularly notorious for not wanting to attend trade shows. But there's no doubt now that tenants of buildings in the commercial sector want to occupy buildings that are sustainable because it's one of the determining things in the market."According to business strategy consultancy AMR International, the UK sustainable construction market will grow 30 per cent by 2015. And with half of the world's construction estimated to take in place in China by that time, UBM hopes that it has timed its £51m purchase just right to justify its fee.UBM is confident the Ecobuild sustainable building show will be a leader in its global events business as it prepares to geoadapt in China. EN reports on the exhibition's meteoric riseFBrand BUildingecobuild China launched alongside expobuild in Shanghaiecobuild acquired by UBM in July for a potential £51m20112012??ecobuild moves to excel; 1,300 exhibitors and 55,000 visitorsecobuild moves to earls Court 2 alongside Regenex and Futurebuild; all new homes to be zero carbon by 2016Speakers include mayoral candidates Ken Livingstone and Boris Johnson; 500 exhibitors, 25,000 visitorsLondon mayor Boris Johnson and housing minister Margaret Beckett speak; 34,000 visitors2006200820092011????Green Building Conference and exhibition launches at The Old Truman Brewery The rebranded show ecobuild moves to QeII Conference Centre20042005??

Our leading and specialized trade fairs are tailor-made platforms for successful business. The main features: Machinery, Plant and Equipment Trade and Services Medicine and Health Fashion and Lifestyle LeisureAltogether we organize more than 40 trade fairs in Düsseldorf of which 22 are No. 1 in their industry. We also carry out roughly 120 other events in more than 20 countries.Wherever you need us - we are there. Worldwide. Succeed with us all over the world>>www.messe-duesseldorf.deSucceed_w_u_GB_105x312_4C.indd 103.08.2011 9:39:26 Uhrbigger+betterThe UWE Exhibition and Conference Centre (ECC) Your own versatile and dynamic 4000 sq metre space...from large exhibitions, training programmes and wedding celebrations, the ECC is big enough to cater for your needs.We're ideally situated with excellent transport links for mainline train stations and the M4/ M5 motorways, we're fast becoming the ideal Exhibition and Conference Centre in the South West. To book or find out more visit www.uwe.ac.uk/ecc