“ WE KNOW THE ECONOMY
IS STARTING TO RECOVER
WHEN OUR EXHIBITORS
STOP ASKING FOR THEIR
MONEY BACK .”
Rather than be grateful that 2020 is over and just sweep that under the carpet , we need to take a long hard look at how we represent ourselves going forward . Just because there has been a global pandemic every 100 years , does not mean that we are safe from the next pandemic for a further 100 years . Covid-19 has shown us just how vulnerable we are as a global society and just how woefully positioned we were as an industry . There is something wrong with our positioning when even prostitutes could work but we could not .
This isn ’ t a pop at our associations as they have worked tirelessly for us over the past 12 months . I always say that industries get the associations they deserve – an association ’ s role is to serve its members and their requirements . Maybe it is time to review those requirements going forward .
One of the joys of 2020 was watching normally competitive organisations working together to solve the new challenges thrown at our industry . Smart companies recognised that the threat was not from our exhibition family but from the new routes to market that could still operate during lockdown and pandemic where we could not . That has to be one thing from 2020 that we must keep .
Everywhere in our industry , we can now see hope , purpose and action . We have waited , on the whole , patiently for this and are ready to spring back to life . Recruitment has started again for a number of companies and many organisers are seeing sales spiking really positively . We know the economy is starting to recover when our exhibitors stop asking for their money back .
But I fear the UK will not bounce back at the speed we had hoped and despite the positivity of the Government , the possibility of a chunky economic downturn for the UK looms large . But , while all recessions smother some businesses , they fertilise others like there is no tomorrow . I watch with interest to see the continued development of some of the new launch organisations who are questioning norms and pushing boundaries .
But , if the vaccine rollout continues to go at the pace and success levels that we are currently seeing , then the UK could be in a unique position to be a destination of choice for both visitors and exhibition
Above : Ruth Carter , EN Guest Editor
companies alike . There are unofficial whispers that Euro 2021 is very likely to be played solely in England as UEFA are considering the ‘ one country ’ format and England looks to be in the best position to deliver that . The potential that this opens for the UK exhibition industry is enticing .
So , as I come to the end of my guest editorship , I wanted to thank those who have given up their time to talk to me and to therefore create some really fascinating insights which I have been able to pass on to so many . I have rarely prepared a script in advance of an interview ( and those I have are usually thrown away fairly quickly ) as I have had the joy of asking the questions I am personally interested in and following the themes that I think matter . A genuine luxury .
It hasn ’ t all been plain sailing of course and I take my hat off to the editorial team at Mash Media , especially Martin Fullard , who does this job day in , day out . There have also been other challenges – not least during an interview with a nicely suited gentleman who , when he stood up halfway through our conversation , revealed that he was only in his pants from the waist downwards . You know who you are and no , they are most definitely pants and not ‘ sports trunks ’…
March-April — 15