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EXHIBITIONNEWS.CO.UK JUNE 2011 19interview EXHIBITION NEWSskateboards and celebrity appearances. Top Shop could see the way visitors to our event interacted. The feature investment we put into all our shows is enormous - our theatre show for instance costs about £1m.Haymarket launched the Dance Show in 2010. What are your plans for the second show?We originally launched the Dance Show for three days during Clothes Show Live. What we've decided to do in 2011 is extend it to six days. We originally set-up Dance Show separately because it only ran three days, but it's now being integrated into Clothes Show Live while retaining its own identity, stages and studios. What makes a successful exhibition?You have to inspire, entertain, stimulate, educate and make people feel great when they leave an event. This is particularly important if you need to charge a certain ticket price to cover costs. These things cost a lot of money to put on, so we have to charge a price that relates to the cost of creating these events. With trade shows, you've got a certain set-up. People walk down the aisles to conduct business, but it can be pretty dull so even with a trade show, you need to get vibrancy and life into things. What shows are in your portfolio?I look after Fruit Focus, which is a soft and top fruit event; Cereals, which covers arable farming; Clothes Show Live; Dutch Show; Autosport International on motor racing; and PistonHeads covering performance cars. In the past I've done things like Vive La France, Urban Games and a bike show. Some last for three or four years and have run their course. You've got to know when to stop. How do you know when it's time to call it quits on an exhibition?Vive La France is a good example - it was a great show, very profi table and it coincided with a big boom in French property. That meant people interested in buying property in France, French wine and food came along. This boom has since declined. Max Power Live was based around a magazine about modifi ed cars and girls and was a great product with a 230,000 ABC readership fi gure. We worked on a joint venture with Emap on the publication and it worked very well for seven years before the genre faded. The magazine has since closed, and we've moved on to other things. You have to look at the trends developing. Dance, for example, is very popular on TV and more people are taking up dancing. Upper Street Events does a great job with Move It, which has a trade show on the fi rst day, and as organisers Upper Street is highly respected in the industry. But Move It takes place in London in March while our show takes place in December in the Midlands. We are not competing at all - there is an opportunity for us to co-exist. Where do you get your inspiration for events from?Magazines, TV and emerging market trends. When you look at new ideas, you have to also consider where the revenue is coming from. There are three primary streams: Selling exhibition space, selling tickets and sponsorship. When we have ideas or when people come to us with ideas, we ask who the exhibitors will be, where the revenue will come from, what sponsors will want to align with the show and potential attendees.You also need to ask whether the opportunity is for a one-off event or something with longevity. The normal model for exhibitions is to lose money in year one, break even in year two and make money in year three. If you don't think the event has more than two years, you'll need something that's an instant hit fi nancially. There's no reason why you can't do one-off things, as long as you can identify what it is and recognise that the investment model has to be different. There is a wonderful expression 'turnover is vanity, profi t is sanity' which is worth bearing in mind.Where do you see opportunities for Haymarket to grow?We are looking at what is relevant to internationalise. I think you need to consider carefully where those markets are. It's got to be done the right way, where there is no impact on the UK models and it could be through other Haymarket offi ces or with other organisers. Certainly, the model other organisers have taken internationally varies country by country and in some areas they licence their brands. How about acquisitions?There is always opportunity and someone who wants to sell or has a reason to exit. If the right opportunity came up, we'd of course be interested. Will we see Haymarket launch more events this year?Who knows?Top 5 showsCereals: The Old Rocket Site, Boothby Heath Lincolnshire30,000 visitors15-16 June 2011Autosport International: The NEC, Birmingham85,000 visitors12-15 January 2012Clothes Show Live: The NEC, Birmingham165,000 visitors2-7 December 2011123Fruit Focus: East Malling Research Centre, Kent10,000 visitors20 July 20114PistonHeads: The NEC, Birmingham25,000 visitors12-15 January 20125"If you don't think the event has more than two years, you'll need something that's an instant hit fi nancially."

EXHIBITIONTHE HEARTBEAT OF THE UK EXHIBITION INDUSTRY01.07.2011AEO'S AUSTEN HAWKINS: "WE TAKE NO RESPONSIBILITY FOR THE FACT THAT EXHIBITORS HAVE NO IDEA WHAT THEY ARE DOING; WE LOOK ON AMAZED" P5 "IN THE OLD DAYS, PEOPLE WOULD JUST BUY A SHOW BECAUSE IT WAS A GOOD IDEA AND THEY WANTED TO BUY PROFITS. THOSE DAYS ARE LONG GONE." P8 01Revealed: CapCo details its masterplan and timeline for the demolition of the Earls Court exhibition centre." We have to have plans in place in case Earls Court continues"SHOW SHAKE-UPBETT and Top Gear Live announce their departure from West London for Excel London P6 CLARION CALLEN talks to the exhibition organiser about its Bluewater venue show plans P12 TICKET DEBACLEShould you be sending complimentary tickets and how do you price your show ticket effectively? P15 EXPERIENTIAL DIVIDECan exhibition organisers and experiential agencies work better together? P7 Earls Court owner Capital and Coun-ties (CapCo) has detailed its seven-phase masterplan for redevelopment of the 77-acre site including proposed dates for the demolition of the Earls Court exhibition centres. The news coincides with Earls Court and Olympia's (EC&O) decision to take exhibition bookings at both Earls Court 1 and 2 in September following its 2012 Olympic Games commitments. CapCo's masterplan, exhibited in March as part of a public consulta-tion process, sees Earls Court 1 bull-dozed in Q3, 2012 under phase two development of Earls Court village. Phase one involves developing Sea-grove Road car park for residential and commercial use. Work on the area incorporating Earls Court 2 isn't expected to com-mence until at least 2015, raising questions on whether EC&O can take bookings in that venue until then. Dates for CapCo's seven-phase ap-proach are dependent on CapCo gain-ing planning approval for its master-plan, which will be submitted in June. In the meantime, work has begun on expanding Olympia London to ensure the venue can accommodate shows re-located from Earls Court longer-term. Despite the demolition deadline, EC&O confi rmed it is taking exhibi-tion bookings in September 2012. "While there is an opportunity to continue running Earls Court, CapCo wishes to do that," Golden said. As well as CapCo, the site is ownedINSIDEP6 AEO ON EARLS COURTThe exhibition industry association puts its fl ag in the sand and announces it will lobby government for EC P9 COMING SOONTHE ALL-NEW EXHIBITION NEWS LAUNCHES 1ST JULY BIGGER: More news, new compact tabloid size BRIGHTER: More colour, more pictures, more stories BETTER: The heartbeat of the exhibition