Singapore is on the up

Singapore's exhibition and convention industry is gearing up for a busy12 months. Industry experts such as Singapore Association of Convention and Exhibition Organisers and Suppliers (SACEOS) president Dilys Yong expects an upturn in the industry, namely because the country usually hosts bigger events in an even year. "Singapore Food&HotelAsia and the PSA (Process Systems Asia) are all big events generating strong economic spin-offs," she says. "Furthermore, the Singapore Exhibition and Convention Bureau (SECB) have been very aggressive in working with various trade associations and agencies in bidding for prestigious events for Singapore." Already some of the initiatives have reaped returns such as the hosting of the International Monetary Fund/World Bank Group Annual Meetings in September and the successful bidding to stage two major trade shows here in 2007 and 2008. These are the Tax Free World Association (TFWA) Asia Pacific exhibition and the Japan International Apparel Machinery (JIAM) exhibition, as well as the International Council of Societies of Industrial Design and Congress of the International Federation of Interior Architects/Designers in 2009. Besides the serious element of coming to Singapore for exhibitions and conventions, business travellers now want more leisure and entertainment options. These will be made available with new additions such as Singapore Flyer, a giant observation wheel, and the two Integrated Resorts (IR), which will be ready in 2008 and 2009 respectively. SACEOS is launching several new initiatives including the new 'Explore Business Events in Singapore — MICE Business Directory'. It will be targeted at overseas business visitors and organisers to generate awareness on Singapore as an ideal CEI destination with its management expertise and attractions. New initiatives The write-ups on the individual CEI sectors, attractions and festivals provide an introduction to the local tourism scene and infrastructure and expertise available. The directory will be published on an annual basis to provide up-to-date information. Another SACEOS initiative will be the launch of 'Industry Research Project on Exhibition ROI' this month. The results should be ready by the third quarter of the year. There has always been a lack of information to educate trade associations and institutions that are keen to organise events on how to pitch for international events. "This is especially relevant for local chapters of international associations," says Yong. "The success of the 117th IOC Session in Singapore and the publicity on the upcoming IMF/WorldBank meetings have created an excitement and awareness of the promise of such meetings to Singapore and the respective industry sectors." In line with increasing interest among industry players, SACEOS has introduced a new half-day training programme, 'Pitching, Winning and Launching Major Events' to educate interested parties on the preparations needed, the process, where help is available and the pitfalls to look out for. "The response from the industry is generally enthusiastic," says Yong. "'Pitching, Winning and Launching Major Events'is targeted at bringing associations, institutions, government bodies and corporate organisations to learn how to bid and win events." Another new programme, 'Event-based Marketing' targets industry, business and the corporate sectors to educate them on the effectiveness of event-based marketing. Delegates will learn from experts on how to incorporate events in their total marketing mix, how to evaluate the marketing effectiveness and the right types of event to be involved in. Invited speakers include representatives from the Singapore Tourism Board, the IOC Organising Committee, DesignSingapore, National Association of Travel Agents Singapore and IMEX Germany. Exhibition venues such as Singapore Expo and Suntec Singapore are experiencing a Trade shows…steady growth surge in the number of Indian and Chinese exhibitors and visitors. Singex Venues spokesperson Tan Hwee Ling says demands from organisers are getting more exacting, with some requesting 100 breakout rooms and extensive F&B requirements including aftermeeting parties and butler service. She adds: "Involvement of key partners at the early stage in planning is crucial for the success of events. We work closely with our partners — namely telecommunications, F&B, audiovisual and facility management companies — to meet the needs of our customers. "We have setup an Event Planning Department and Concierge so as to be able to focus on event planning and customer service." Some new facilities and services that recently came on stream at Singapore Expo include 40,000 sqm of exhibition space; The MAX Pavilion — equipped with state-of-the art audiovisual equipment; V-rooms — mobile conference rooms, additional carpark lots and WiFi technology availability in all exhibition halls. This year, the venue will host major events such as Food&HotelAsia 2006, Communic Asia and BroadcastAsia, Singapore International Furniture Fair, PSA 2006/HVAC 2006 /IFA & PowerAsia/Watertech 2006, World Federation of Personnel Management Congress 2006, Comex 2006, SITEX 2006 and Bookfest@Singapore. Existing hardware and software will be upgraded sometime later this year at the venue. These include a high-quality WiFi system throughout the venue and continued investment in staff training. Exhibition organisers can expect tariffs to rise due to increasing operating expenses which have risen over the years, says Tan. "We have been trying our best to seek efficient means of running the facility without having to pass the cost to our clients. However, with the escalating oil prices and increasing energy cost, we have recently adjusted our tariffs to meet the rising operating cost." Suntec Singapore chief executive officer Warren Buckley declines to comment on whether Suntec Singapore's tariffs will also increase, saying: "We are very competitive in terms of rates in the region. Also, accommodation is a big component of every organiser's cost estimates. Singapore has one of the most competitive hotel rates in Asia and with 5,200 five-star hotel rooms within a 15-minute walk of Suntec Singapore, this is a huge draw for international organisers to host big events with us." He observes that with an increasingly demanding audience and discerning clients, there has been a significant shift in terms of business mix. "As opposed to a few years ago, when we hosted predominantly large exhibitions and very few conventions, we now see a very diversified and balanced portfolio of events, from enormous exhibitioncentred shows that feature everything-for-all, towards specialised and targeted conventions that incorporate both exhibition and conference parts plus various fringe events." Suntec Singapore is gearing up for this year's major events with a refurbishment and working closely with Singapore government agencies. It is one of the pioneer companies to take on the comprehensive 'Go the Extra Mile for Service' (GEMS) training programme. Besides hosting the IMF/World Bank Annual Meetings 2006 with more than 16,000 government officials, dignitaries, policy makers and financiers from all over the world in September, October will see medical professionals from the region gather for HOSPIMedica Asia 2006. Lifestyle and consumer are showing greater interest and growth, as the local and regional consumers grow increasingly affluent. Singapore Motorshow, Singapore Garden Festival and ArtSingapore, while Suntec Integrated Media (SIM) continues to grow the annual Boat Asia and Asia Dive Expo (ADEX) shows in 2006 and beyond. "We are also very excited with our partnership with Harrah's Entertainment and Keppel Land who are one of the main contenders for the IR site at Marina Bay," says Buckley. "Its eventual win will be to take the CEI industry to the next level and will give Singapore a great competitive advantage over the regional competitors."