Leveraging industry expertise
Looking ahead in 2021 , the International Exhibition Logistics Association ( IELA ) explains some of its work and initiatives during challenging times
In the late fall of 2020 , our view for the future was cautiously optimistic . Then the strength of the second wave of Covid caused a re-evaluation of the prognosis ,” says Sandi Trotter , IELA vice-chairperson , and director business development TWI Group Canada . “ With lockdowns returning to most parts of the world , the optimism for a gradual restart in late spring 2021 has now been moved to late summer / early fall .”
She believes industry reopening will be reliant on several pillars , including wide vaccine distribution , which would allow venues to reopen by building confidence among attendees , exhibitors and organisers .
Covid Health & Safety guidelines and protocols will remain essential at all events , Trotter believes , and says all parties must have the secure knowledge that a safe event means minimised risk for attendees and exhibitors . Indeed , IELA was one of the first associations to create and publish a key document outlining safe operating procedures in a Covid environment .
Of crucial importance is the restoration of confidence in the industry on the part of government bodies , which must , says Trotter , recognise that trade events are vastly different from mass gatherings such as concerts and similar public events .
“ IELA ,” she notes , “ is a trademark for high quality and safety . “ Professional events where IELA is involved install procedures for controlling access , contract tracing and more ,” Trotter adds , pointing out that IELA has been supporting its members to intensify their lobbying efforts to instill confidence with legislative entities who approve any reopening .
Most events taking place in the near future will be hybrid events , IELA recognises , combining live with virtual attendanc . Trotter says the general industry consensus
Left : IELA has led on event safety procedures shows that attendees , exhibitors and organisers all prefer live events to purely digital . “ It is widely recognised that human nature is largely tactile . There is an inert need to see , touch and smell which cannot be achieved with a virtual event ,” she says , and is proud of IELA ’ s reactivity in supporting its members during the pandemic . Among such actions , she highlights the IELA RELOAD programme which she says has been hailed internationally for its relevance , content and spirit .
A similar initiative implemented during the pandemic is a new online market experience called ‘ WHAT ’ s NEW ?’ wherein new services and products are displayed “ by IELA Members for IELA members ”. This new IELA platform is a marketplace for new revenue streams which , in turn , supports a faster recovery for the IELA membership .
“ IELA is able to accompany the exhibition logistics industry in developing its innovations and practical solutions for the future and therefore contribute to a more efficient and secure environment ,” Trotter says .
The association has examples to cite here , such as IELA member Neil Goatcher , MD , Exhibition Freighting Ltd UK , and John Knight , MD EF-Engineering , who have presented their ‘ Fresh Start System ’, a sanitisation system to be offered as an extra service to venues for fast and optimal sanitisation of an entire exhibition . Goatcher explains : “ We aim to explore how we can support other IELA members in offering this service to their organiser or venue clients . If marketed correctly , this is an added revenue stream for all companies , and also to the organiser , so everyone can benefit financially .”
IELA members Monelisi Gaji and Thula Khumalo , with EF-GSM South Africa , have presented on the marketplace platform their Virtual Exhibitor Service , which allows brands to keep attending events
16 Issue 1 2021 www . exhibitionworld . co . uk