Exhibitions positive,
but lack of venues, economy are issues

The exhibition industry has the jitters about the short term economic outlook, but overall is in a positive frame of mind, according to an about to be released survey.

Respondents felt extremely positive about their own companies’ growth prospects in the next 12 months, but less so about the outlook for the industry as a whole. And they identified some key challenges which could inhibit growth - in particular the lack of available venues for exhibitions.

The survey was undertaken by Angus and Associates on behalf of the New Zealand arm of the Exhibition and Events Association of Australia (EEAA) and covered exhibition organisers (40% of respondents), venues (27%) and suppliers (60%). The figures add up to more than 100% because some respondents identified themselves as being in more than one category. The survey covered events in the 12 month period ending April 30, 2008.

There were a total of 49 respondents, with 45 included in the final analysis. Carolyn Parker, senior product manager for Angus and Associates says 88% of EEAA members in New Zealand responded. Of the 45 in the survey, 23 were EEAA members, 22 were others identified as being key players in the exhibition industry.

‘The state of the economy at present was of considerable concern to those surveyed. They felt that consumers would have less disposable income for attendance fees and to spend while at the exhibition. There was also a feeling that exhibitors may find it difficult to find money to take part.

‘However, this concern seemed confined to the short term, with most of those in the survey saying they are still positive about the long term.’

Parker says there was considerable concern about the lack of venues for exhibitions - particularly in Auckland and other main cities.

‘There was a feeling that growth could be inhibited if more venues are not built. Some people say there is a lack of availability and that the venues they need are there, but not available. Others say the venues are simply not there for the exhibitions they would like to stage.’

Parker says organisers who responded made it clear they wanted central city locations, venues of a sufficient size and purpose built structures.

Education

The education of exhibitors and even organisers about how to get the most out of an expo or event is seen as another priority.

‘Respondents felt that if the industry is going to grow, people need to be educated. If someone exhibits and doesn’t get the results they desire, obviously they won’t be back and they will also tell other people that the exhibition doesn’t work.’

Another education angle revealed by the survey was the need for tertiary institutions to take exhibitions seriously in marketing courses.

‘It was felt that too much emphasis is being placed on the role of internet and email, at the expense of more traditional mediums,’ says Parker. ‘It was noted that young people are leaving these courses and don’t know what an exhibition is or why anyone would use an exhibition in their business mix.’

Confidence

Overall, respondents feel the future outlook is positive - though they tended to rate their own performance more highly than that of the industry as a whole.

Carolyn Parker says 51% felt their activity would increase in the next 12 months, and 40% felt it would stay the same. This compares with 22% feeling that exhibition activity would increase industry wide, with 71% feeling that it would remain the same. Either way however, less than 10% of respondents are anticipating either themselves or the industry going backwards.

The survey showed that the location of exhibitions is heavily weighted towards the North Island, with 50% in Auckland and only 20% in the South Island.

Reaction

Dona White, president of the New Zealand chapter of EEAA, says the research will be of vital importance for the industry.

‘Obviously, we see this year’s survey as a starting point, but for the first time we have firm data to present to politicians, venue developers, educators and others.’

She says the findings regarding the need for more custom built venues and those concerning education will give EEAA pointers on where its efforts should be targeted in the year ahead.

Eugene Fraser, head of research for EEAA in New Zealand, says he was pleased with the response from the industry.

‘Every venue member of EEAA, all organisers except one and all suppliers except two completed the survey. It shows that EEAA members see themselves as leading influencers in the exhibition sector and they are prepared to put some time and effort into ensuring a strong future.’

He says it was also positive to see 22 non members take part. ‘Obviously we will be inviting these organisations to gain the full benefits available from EEAA membership and to sign up.’

In its first year as a stand alone entity, EEAA NZ chapter developed a detailed health and safety document and a website. The recent research was seen as a priority this year.

The full results of the survey are being presented at an EEAA networking session at the ASB Showgrounds on July 24. A detailed report with graphs and other illustrations will appear in the September issue of Meeting Newz.