page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48

welcome EXHIBITION NEWSNADIA CAMERON MANAGING EDITORncameron@mashmedia.netEXHIBITIONNEWS.CO.UKAPRIL 2011 5EditorialPublishing Director: Liz AgostiniManaging Editor:Nadia CameronDeputy Editor:Antony Reeve-CrookStaff Writers:James BarrettMike TrudeauDigitalOnline Editor:Sarah O'DonnellAdvertisingAccount managersJaime LininSubscriptionsMarketing Manager:Christopher LynasDatabase Executive:Tim Swinfen-GreenProduction & DesignProduction Manager: Luke SpaldingDesigners:Justyna KochanskaProduction Assistant:Julia Ball Published by Mash Media, 4th Floor, Sterling House,6-10 St Georges Road, Wimbledon London SW19 4DPTel: +44 (0)20 8971 82821 years' subscription cost is: UK £95+VAT p/a, Europe £112+VAT, ROW £130+VAT.Views expressed are not necessarily those of the publishers.No part of this publication may be reproduced without theexpress written permission of the publishers.Printed by Wyndeham Grange. ISSN: 1740-813Contact usSubscriptions 020 8971 8268Editorial 020 8971 8292Sales 020 8971 8265 Production 020 8971 8272One chapter finishes and anotherbegins: The old maxim sprang to mymind while I was putting together thismonth's front page complete with theproposal for Earls Court's demolition andLiverpool's new £40m exhibition hall. We've been talking about the "potential"demolition of Earls Court 1 and 2 ever sinceCapital and Counties (CapCo) assumed fullcontrol of Earls Court and Olympia in January2010. In fact, the site has been fodder forsuch conversations for years. CapCo's financial report, along with itsdetailed masterplan released for publicconsultation last month, are the clearestsigns yet that the post-2012 future for theWest London exhibition market is in Olympia. Interestingly, CapCo claims an enhancedOlympia venue will be an adequatereplacement because of the overall averagedecline in exhibition show size in recentyears. CapCo's reasoning is that 80 per centof exhibitions - trade and consumer - require10,000sqm or less today. Once the refurbishment and expansion ofOlympia is completed next year, the venuewill be able to accommodate shows of thissize comfortably. There's no doubt Earls Court is a well-lovedand iconic venue, and a select few showswon't suit Olympia. But if Olympia can answerthe majority of show requirements in WestLondon, should we really be so upset aboutlosing the former?Until CapCo gets the masterplan through allthe required regulatory hurdles and signed offby the Mayor of London's office however, allthis is just talk. As the Earls Court andOlympia team reminded EN, CapCo'smasterplan remains one big punt. Earls Courtis a viable, available venue for exhibitionorganisers in the meantime. Funnily enough, CapCo's exhibitionsperspective is echoed in ACC Liverpool'splans to divide its newly proposed purpose-build exhibition space into three separatehalls of 2,700sqm apiece, totalling 8,100sqm,to accommodate demand for smaller andmore regional shows while offering flexibilityfor different event types. Ever since I came into this industry, I'veheard about the oversupply of exhibitionspace in the UK, so I naturally asked the ACCLiverpool team to explain why it's necessaryto offer up even more square metres toexhibition organisers. The Liverpool City Council, which is footingthe £40m bill, clearly sees economic benefitsin investing in this space based on thesuccess of Echo Arena and the BTConvention Centre. This is a pat on the backfor our industry's importance as a businessand consumer communications medium. In addition, and with the exception ofManchester Central and EventCity, the NorthWest market isn't well serviced by exhibitionspace and presents regional showopportunities as well as a new market forexisting brands looking to tap into other partsof the UK, ACC Liverpool claims. So will exhibition organisers share thissentiment? One indicator could be EventCity'sbookings, which largely consist of regionalshows and brand extensions. London-basedorganisers are yet to sign up. Notably, there arealso a couple of existing events that haveswapped from Manchester Central. I welcome your comments on the news.Out with the old, inwith the new

Mark Moloney has claimed a £400,000marketing budget and 50 per cent increase infloor space were key to the success of his firstProfessional Beauty London show in four years.As previously reported in EN, ProfessionalBeauty saw a 50 per cent increase in visitorsto this year's event at Excel London inFebruary. Moloney bought ProfessionalBeauty back from Emap four years afterselling the exhibition brand and relatedassets for £19m.Moloney told EN his team increased grossfloor space from 10,000sqm to 19,000sqmthis year. "Many brands came back because wepromised to promote the show moreaggressively and put more focus on the realdecision makers in the salon and spabusiness," he explained. "We also spent ahuge amount of money on marketing,adopting both blanket coverage to increasegeneral footfall as well as targeted campaignsfor VIPs providing extra benefits like VIPparking and lounge."Moloney pointed to an over-reliance on e-marketing in previous years and said his teamre-invested in direct marketing campaigns. "There aren't many organisers that spend£400,000 marketing their show, but we had tomake that investment to get the event back ontrack," he continued. "We also know the marketand what presses the industry's buttons."Other show innovations included adedicated spa conference and floor sectionwith spa treatment area and an expandedseminar programme. Moving forward, Moloney is unlikely tospend the same percentage of its budget onmarketing the London show, but will look tofine-tune the VIP programme to deliver amore effective experience. "There are still some brands that don'tsupport us and exhibitors that had driftedaway," he said. "Not everyone believes your story at firsteither, but there are those that will come backfor next year's show. We also expect existingexhibitors to up their commitment."Moloney said marketing will again be key inensuring its Manchester Professional Beautyshow in October succeeds. He admitted expectations of his firstProfessional Beauty event in four years wereincredibly high and was relieved it was nowbehind him."The results of this show will affect otherventures we do in this sector both in the UKand overseas," he added.EXHIBITION NEWSnewsThree of the UK's most active internationalexhibition organisers have posted increasedrevenue results to 31 December 2010 andindicate this year is shaping up to be a biggerand stronger year. Despite being in the weaker year of itsbiennial cycle, Tarsus Media Group reportedstrong performance in 2010 with strongperformance in its medical, Middle East andemerging market sectors. Total revenue was£43.6m, three per cent up on the comparablebiennial year 2008. Total profit was £4.3mcompared to £4.9m in 2009.Emerging market results included 22 per centrevenue growth and a 27 per cent visitor rise toLabelexpo India, and a 40 per cent revenueincrease for the Dubai business aviation eventMEBA. Medical sector events grew 18 per cent.Meanwhile, Labelexpo Americas revenuesdropped seven per cent and revenues for thecompany's French office dropped five per cent."With the geographic and product diversity ofour portfolio of events, we not only saw recoverybut also good growth, particularly from ouremerging markets and medical events," saidTarsus chairman Neville Buch. "2011 will be an exciting year for the group withboth Labelexpo Europe and the Dubai Airshowtaking place. The board is increasingly confidentthat the improving trends evidenced in the fourthquarter of 2010 will flow into 2011."Emerging markets are also a strong sector forUBM Live's revenues and now count for 40 percent of its total event business. The organiserposted a 33 per cent revenue rise in thesemarkets for the year ending 31 December 2010.Year-on-year revenue for UBM's annual eventsgrew 12.6 per cent to £290.2m with standrevenues rising 10.2 per cent to £193.9m andattendee revenues up 24.1 per cent to £36.8m.Sponsorship and other revenues rose 14.2 percent to £59.5m.UBM CEO David Levin described UBM'sperformance as "robust". The organiser'sstrategy of targeting "attractive businessOrganisers spy revenue growth6APRIL 2011EXHIBITIONNEWS.CO.UKMarketing aids Professional Beauty return