10th Anniversaries: Happy birthday one and all

Event celebrates some of the people and organisations who are also marking 10 years in this exciting industry.

LAURA MOODY, managing director, Nomadic Display.

Laura Moody became managing director at supplier Nomadic Display at the turn of 1997. Of her time there she says: "It's been challenging, exciting and ever changing. I love this industry."

Nomadic is 31 years old and was established in the US in 1975. It launched in the UK in 1986. Moody started as a display consultant at Nomadic in 1992 and was promoted to sales manager in 1993. From 1994 she was regional manager at DMX, a digital musical company that supplied music to 90 satellite channels, and rejoined Nomadic in 1997 as managing director.

Moody is confident that Nomadic has become more than just a supplier in the past 10 years. As well as becoming one of the main players in the industry it exhibits regularly as part of its marketing strategy. Nomadic also played an active role in the launch of the Exhibiting Show and continues to be very involved with the exhibition.

Moody cites training as an important part of Nomadic's development during the past decade. It has created training workshops and launched three interactive CDs to help exhibitors be more successful on their stands.

The CDs are called Exhibition Manager, Exhibition Countdown and Exhibition Professional. "They are like having an expert sitting with you at your desk, helping you through every step of the exhibiting process," says Moody.

Looking to the future, she hopes Nomadic will carry on being a recognised brand and continue to develop creative ways of working with clients to fully exploit event opportunities. She would like the company to also maintain innovative ways of working with organisers.

Moody feels clients' demands have changed as they become more knowledgeable.

She also feels organisers work better with clients to help deliver on objectives, and production deadlines are tighter.

"Ultimately we all rely on the visitor for our business, so it is up to organisers, suppliers, participants and exhibitors to make sure that we deliver compelling reasons for people to come to events," she says.

"It is going to become tougher and only those companies that are delivering complete satisfaction and value for its customers will survive."

REED EXHIBITIONS' EIBTM SHOW

The European Incentive Business Travel and Meetings exhibition (EIBTM) was created by Ray Bloom in 1986, with the first show taking place in 1988. Reed Travel Exhibitions took ownership in 1997 (Event, April 1997), with 2007's show marking its 10th year with Reed.

Bloom, who is now chairman of rival show IMEX, created EIBTM to fill a gap in the market for a pan-European show. It was held in Geneva up until 2004, when it moved to Barcelona. "EIBTM grew every year, which represented the continuous growth of the MICE sector around the world," he says.

EIBTM event manager Mandy Torrens has worked for the show for six years, starting as marketing executive and then marketing manager, before taking up the role of event manager in September 2005. Moving the show to Barcelona has been one of the highlights for her. "As marketing manager, the challenge was to ensure all our audiences knew that we were moving country and also changing dates," she says.

"We put together a campaign called 'See you in Barcelona', which involved targeted advertising, roadshows around the world and a monthly e-newsletter.

The fact that visitor attendance increased to more than 6,000 in our first year was a fantastic achievement."

EIBTM group exhibition director Paul Kennedy has been with Reed for two years. His highlights at EIBTM have been the 2005 show that received widespread praise from exhibitors, buyers and the trade media, and the creation of a portfolio that now consists of five events: EIBTM, the Gulf Incentive, Business Travel and Meetings exhibition, the Chinese Incentive, Business Travel and Meetings exhibition, the Asia Pacific Incentive and Meetings Exhibition and the International Congress and Convention Association exhibition.

Kennedy predicts that Eastern Europe and the countries of the former Soviet Union, India, China, South East Asia and the Middle East will emerge as real players in the global marketplace. He believes the overall number of meetings will continue to rise and international hotel brands will expand rapidly into these new markets.

Torrens says the team won't mark the 10th anniversary of Reed's acquisition, but will instead celebrate the show's 20-year anniversary in 2008.

She adds: "Time is critical for people and they have to have a definite reason to leave the office - EIBTM needs to provide them with this reason, so we will continue to research our audiences to see what they would like the event to become."

Plans include more targeted programmes for niche sectors and building networking opportunities outside of the exhibition.

THE PERSUADERS

Agency The Persuaders plans to celebrate its 10th anniversary with a musical in September. "It is likely to be an intimate affair to which we'll invite key clients," says project director Dominic Franks. "It's in the planning stages at the moment. The Persuaders' design skills and regular choreographers will be involved so it will be a visual treat."

Franks has worked for the agency for eight years. When he started he had more of a stylist's role and his official job title was 'directeur de glamour'. He cites the Persuaders' launch of the Selfridges atrium in 1997 and the Rimmel London backstage set at the MTV Europe Music Awards in 2002 as key achievements. "The MTV Europe Music Awards was an intense experience as we also toured the set through Europe with four drag queens, which, as you can imagine, was a time in my life I'll never forget," he says.

Franks hopes the company will grow in 2007, enabling it to offer services in-house. He believes the industry has changed over the past 10 years "with agencies doing the easiest idea rather than the best idea". He feels the sector is not as open as it used to be, with clients and suppliers less eager to experiment, and that the market is flooded with people keen to 'do events'.

Clients are much wiser to how the whole industry works, which, he says, is great for communication, but has taken away an element of creativity.

ALSO CELEBRATING ...

Events management course at Leeds Metropolitan University

The UK Centre for Event Management (UKCEM) will celebrate the 10th anniversary of its events management course at Leeds Metropolitan University on 13 January 2007. The celebrations will consist of a reunion of past and present students at Headingley Carnegie Stadium.

The first BA (Hons) events management course began in 1996. In its first year the course attracted 35 students, compared to 2006, which saw 267 apply. More than 650 are currently enrolled at the UKCEM on various event courses.

Rai Shacklock, head of UKCEM, says that one of the highlights of the past 10 years was "developing the first degree in events management in the UK and seeing the discipline grow within virtually every university in the UK".

GSP

GSP was launched in 1997 by Emma Gold and Jules Stevenson. It organised the Phantom of the Opera film premiere at Olympia in 2005, which featured props from the movie and a £1m chandelier that was designed by international crystal specialist Swarovski.

"It's so rewarding to know that our bespoke and creative formula works when clients keep coming back to use our services time and again," says Gold. "Plus knowing that our business grows year on year underlines that we are fulfilling a role as a key supplier."

As for holding celebrations to mark a successful decade spent in the events industry, Gold adds that "we may well have something special lined up to celebrate our 10th anniversary - watch this space".

D3

Agency D3 was launched in the summer of 1997 by Simon Day and specialises in adventure-based events, which so far has included the high-profile Land Rover G4 Challenge.

On the subject of celebrating the 10-year anniversary, Day says: "Purely for those that work at D3, the first celebration is a company ski trip to Austria and I'm sure there will be a few more excuses to celebrate during the year."

Having already introduced adventure programmes with Outside at Eastnor Castle, which Day says are easily accessible for everyone, his other plans for D3 include "attracting a broader and more diverse client base and driving a recognition across other sectors that 'adventure' is a powerful and flexible concept that works on so many different levels".


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