CASE STUDY
Despite only having an office in Guildford , Surrey , Trans Global Events ( TGE ) has never run an event in the UK . Instead , it has built a strong presence of sustainability-focused events in Germany and the US and now aims to geo-adapt to the UAE in two years .
With the country ’ s strong transport links and it having an industrial manufacturingbased economy , Germany has always been a happy hunting ground for TGE . Robinson says TGE has always aimed to make its events as international as possible but has not ruled out staging one in the UK .
“ Events that run in the UK can often be seen as UKcentric . By putting on events in the centre of Europe , we hope that it gives us more of a pan- European and international
Full of energy
After outgrowing Messe Bremen and moving the Hydrogen Technology Expo to Hamburg for 2024 , Trans Global Events has its sights set on geo-adapting to the UAE in 2025 . CEO Mike Robinson tells EN ’ s Joe Gallop about the organiser ’ s journey so far
“ It ’ s about whether the local market wants the event . Can it sustain an event ? What kind of competition is there in a completely different region ?” feel .” As for North America - where TGE runs energy trade shows in Houston , Texas and Atlanta - Robinson says there was not a lot of competition in the region and growing demand for hydrogen and carbon capture technology .
He explains : “ Geo-cloning is not just about running another event for the sake of it . We could run another event in the US or anywhere in the world , but it ’ s about whether the local market wants the event . Can it sustain an event ? What kind of competition is there in a completely different region ?” Robinson says his team spent much of the year asking its exhibitors , sponsors and attendees if they would support the third geo-location in Asia-Pacific .
“ With the North American iteration , we went on gut feeling that the US market was going to be a high growth area , and we have that same feeling for UAE . But also , with this being the third iteration of this particular event portfolio , we wanted to make sure that we were doing it for the right reasons - not just because we think we can do another one . We wanted to make sure that feedback from industry contacts really warranted a case to go and do it .
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