Feature
Rethinking
the event
blueprint
Festivalisation has been
one of the fastest growing
buzzwords in the global
exhibitions industry – but
is it something trade show
organisers should be taking
seriously?
O
n the face of it, trade shows
aren’t complicated.
You have some buyers and
some sellers, working in the same
sectors, and you pop them all in a
room together. With a bit of luck,
and perhaps some gentle cajoling,
they’ll do business – and everyone
leaves happy.
Of course, as the saying goes,
the truth is rarely pure and never
simple. The success, or otherwise,
of a trade show relies on a
multitude of factors including the
experience of visitors attending
the event. While the recent Global
Visitor Insights survey carried out
by global exhibition association
UFI, in partnership with research
company Explori, found that
overall visitor satisfaction was
fair steady (around 70 per cent),
organisers have nonetheless been
striving to improve the overall
experience.
Which brings us to
festivalisation. The term itself
is a bit of a buzzword, but the
trend of organisers mixing up
the traditional trade show and
conference formats has certainly
piqued the interest of the industry.
We asked three event profs for
their take on the evolving business
visitor experience. EN
32 — June
Simon Mills, executive
director, ExCeL London
Nancy Mollett,
convention
director, ICC
Wales
“We’ve watched the
growing trend for
festivalisation and
worked to integrate
this into our venue
where we can.
Catering is an area
where borrowing
from festivals works
really well. For
many nowadays, the
traditional format of
three coffee breaks,
a fork buffet lunch
and gala dinner is no
longer enough, and it
is the responsibility
of venues to be
creative and help
clients make their
event feel different
and innovative. More
relaxed styles such
as street food vans,
rolling refreshments
and grazing stations
ensure that delegates
get a unique
experience as well
as maximum time
to interact with each
other in a relaxed
environment.
“Another trend
that we have seen
more of is for holding
meetings and events
outside. This can
help to create a really
experiential event,
a relaxed feel and
provide some fantastic
‘instagrammable’
moments. ICC Wales
is surrounded by
woodland, as well
as the comfortable
pod shaped chairs
under the trees
make relaxing break
out spaces, nature
watching stations
and an outdoor plaza,
allowing clients
to incorporate the
outdoors into their
events.”
“At ExCeL, we recognise
the importance of delivering
innovative events that provide
visitors with a truly immersive
experience. In an age when people
are time-poor, organisers have to
deliver an event that is not only
worthwhile but is truly memorable.
Increasingly the visitor experience
is at the core of that approach, with
every touchpoint being taken into
consideration, from registration
to features and content. We
understand the crucial role that
food plays in the experience and
that it’s not simply about feeding
the masses. Increasingly our
clients want to be able to offer a
unique experience, on a large scale,
which fits with their brand. Across
the board clients are demanding
different ideas, from using
nutritious, locally sourced produce
to street food and unique catering
concepts, delving into the minute
detail of the experience for their
attendees.”