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M&Awww.exhibitionnews.co.uk 15Feature Area DesignProject ManagementBespoke Furniture ConstructionAward Winning Colour Co-ordinated Furniture HireProjects from concept to completionPennyBanks ltd2 Bank RoadSt Ives Cambridgeshire PE27 3EZTel: +44(0)1480498498Fax: +44(0)1480498499www.pennybanks.co.ukemail: info@pennybanks.co.ukLondon Fashion Week 2012DEALMAKERSThe action is heating up in China and South East Asia and UK organisers are making signifi cant steps forward via acquisition and joint ventures. Steve Monnington reportsn last month's column, I suggested Asia will remain the focal point for growth over the rest of the year and that activity will centre on both China and South East Asia. The news over the past month seems to support this. In late April, Tarsus entered into a 50/50 joint venture with the organiser of China's largest auto aftermarket exhibition, the China International Automotive Aftermarket Industry and Tuning Exhibition, held in Guangzhou. Just a few weeks later, Reed Exhibitions announced a joint venture with Hongda Exhibition, the organiser of China's largest auto aftermarket exhibition, the China Auto Accessories Trade Fair, held in Zhengzhou. Both shows claim 220,000sqm for their 2012 editions; Guangzhou has 3,368 exhibitors and Zhengzhou suggests it has 4,038. Which is the largest is not really relevant when it comes to this scale. What is striking is that one country can sustain two shows of this size. This highlights the predicament for organisers expanding in China by acquisition: Make an acquisition of this size in any other country and you would be the undisputed market leader. In China, you are just another event in a country where a second-tier city such as Zhengzhou not only has the facilities to stage such a large exhibition, but is described as 'one of China's 20 fastest growing cities'. The business development director for Asia of one of the main exhibition organisers told me recently that if he had £100m in acquisition money to spend, he would allocate £95m to China and the rest in South East Asia. I suspect that the £5m would give him a higher competitive advantage in South East Asia than the £95m would in China. We will continue to see acquisition spend in China, but we won't be able to make any easy judgments about what this means for organisers' respective market positioning. However we are starting to see increasing interest in South East Asia and it is much easier to make an assessment about who is making the early running, even though this involves multiple countries. UBM Asia recently suggested its revenues from the ASEAN region - principally Thailand, Indonesia, Malaysia, Singapore, Vietnam and Philippines (although we shouldn't forget upcoming countries such as Cambodia and Myanmar) - will increase by 300 per cent over the next three years, making it the largest organiser in the region. I suspect Allworld Exhibitions, the current market leader in a number of these countries, may dispute this claim. However, of the new entrants into the region, UBM certainly has set the pace in Malaysia, acquiring a number of exhibitions last year from AMB and more recently buying the Malaysia International Furniture Fair. In Indonesia, it has set up its own infrastructure as well as announcing a joint venture with Debindo for a Concrete show.In June, Reed announced its arrival in Indonesia via a joint venture with local organiser Panorama Group. The fi rst exhibition for the JV will be Mining and Engineering Indonesia Expo. In the announcement, the pair predicted the JV's business volume would increase by seven to 10 times, and revenue three- to four-fold over the next fi ve years. The Thailand Convention and Exhibition Bureau held a roadshow recently promoting the ASEAN region as the next frontier for exhibition organisers and as this column goes to press Quartz Exhibitions had announced the launch of Chemspec in Bangkok. Organisers are already talking about Myanmar, which has very recently announced a visa on arrival scheme, covering businessmen and conference attendees in 27 countries.ASEAN is where the strategic action is right now. - Steve Monnington is the MD of Mayfi eld Media Strategies. I

ill Allen has been in the exhibition business from that side."by any organiser.A FRIENDLY APPROACHThe Christian Resources Exhibition is the bought by its current owner in 2008. worship service.to the show," Allen said. "To have prayers at an exhibition does make a difference. I guess we are a niche market."The organiser's current UK programme has expanded over the years to include a regional show in Manchester, which will bring up to 200 exhibitors to EventCity on 10 and 11 October. This will move to The NEC in Birmingham in October 2013."We have sold about 90 per cent of the stand space at the Manchester show," said Allen. There will also be a Bristol edition on 23 and 24 January, for which 50 per cent of the stand space has been sold. The Sandown Park event returns on 14-17 May 2013. Allen said BSR is planning to add two more shows to the roster. "We're looking at launching CRE Lite in Scotland, which will be a slimmed down version of our shows and will feature about 100 exhibitors," said Allen. "We're also looking at going on the road around numerous venues, which would not normally host a large exhibition. This will feature about 70 stands."This year's Sandown show was opened by Lord David Puttnam (pictured), producer of the Oscar-winning fi lm Chariots of Fire. Lord Puttnam ran a seminar on the making of the fi lm and its signifi cance in the Olympic year, and launched a special set of church and community resources created by the Damaris Trust to accompany a re-release of the digitally re-mastered fi lm in cinemas across the country.SHOW CASE16 www.exhibitionnews.co.ukPREACHING TO THE PEOPLEThe Christian Resources Exhibition has by its own defi nition "a niche market", but it is one that has grown to support several editions across the UK. Domenic Donatantonio examines the show's diverse considerations The show also featured a talk from ex-Zimbabwean cricketer Henry Olonga, who famously donned a black armband on the fi eld against the Mugabe regime. One of the quirkier elements is its fashion show, Clergy on the Catwalk, which includes the latest designs and styles in ecclesiastical clothing modelled by local ministers swapping the pulpit for the catwalk for the day.Models have included former pop singer Cindy Kent, who fi rst found fame as lead singer of 1960s folk group The Settlers but after working with stars such as Cliff Richard, Dusty Springfi eld and Roy Orbison, moved successfully into radio presenting shows on London's Capital Radio, LBC, BBC national and later Premier Christian Radio. She is now priest-in-charge at St John the Apostle in Whetstone, North London. At this year's Christian Resources Exhibition, Reverend Kent wore vestments from church textile designers Juliet Hemingray and Jacquie Binns, including a 'chasustole' - a combination of chasuble and stole, which are types of clothing worn by the clergy.KEEPING UP ATTENDANCEThis year's exhibition attracted 9,648 attendees including visitors and exhibitors, a 0.5 per cent drop year-on-year. "We wanted to fi t all the exhibitors into the space available, so we suffered a slight drop in combined visitor numbers," said Allen.To publicise the show, Allen advertises in Christian and local media, and contacts local church groups. "We probably have the hardest job of any exhibition organiser because there is no one publication that covers every Christian denomination," he claimed. "As a result, I probably need to have a higher advertising budget than most exhibition organisers." Another difference from a mainstream exhibition is that some stands don't have a defi nitive 'product' to sell. "Some stands will have a mission rather than something they want to specifi cally offer," Allen continued. "We also have pastors walking around the show who will encourage visitors to pray for people." The remit also stretches beyond Christian products. "At the exhibition we will have people who sell products for churches. That could be furniture for things like pulpit design, builders, architects or book manufacturers, and we could also have people who sell vestments for the clergy, and Bible translators," said Allen. "But we would also have people who are specifi cally of the faith selling their products. We call it 'Equipping and Empowering the Church'."Allen claimed the Christian Resources Exhibition is bucking the trends of the exhibition industry. "I think in a time where a lot of shows are giving up and closing, we are still doing well," he said.It certainly seems that BSR's exhibitors are more than happy to keep the faith in the industry.Bfor more than 30 years. "I worked in the sector strictly as an exhibitor in the lighting industry," he said. "So I only saw exhibiting But after being asked to become director of events organised by Bible Society Resources (BSR), including the Christian Resources Exhibition at Sandown Park in May, he became custodian of a strong brand that stretches several editions up and down the country and presents some of the most unique challenges faced international show owned by the BSR and features 350 exhibitors. The event launched in 1985 with about 120 exhibitors in the Royal Horticultural Halls in London, and was The society's exhibition has some of the most diverse requirements not only for its visitors, but also its exhibitors and organisers. For example, it is unusual for a show to welcome visitors before offi cially starting, but attendees to the Christian Resources Exhibition begin with a morning "Of course there is a strong spiritual element Christian Resources Exhibition