The event was divided into two programmes – the marketing programmes and the ops programme – offering industry delegates an insight into the theme of future-proofing and the long-term sustainability of businesses in the event and exhibition sector.
Among the key speakers were Mark Stevenson, author of An Optimist’s Tour of the Future, who has previously spoken to staff at Google HQ, and Kimberley Kriss, senior vice president of marketing at AEG Europe. Jim Curry, AEO Forums deputy director and Richard Montanus, research specialist of AEO partner N200, informed the audience of the results of new research into the B2B exhibition market.
Gemma Courtenay and Nicola Meadley of Brand Events, the company behind Top Gear Live and Car Fest, provided a case study into the challenges and opportunities of marketing events on the scale of Top Gear Live, which recently saw 58,000 people attend its Warsaw edition.
"If you have the talent and the investment and the belief to do it, then you can take it anywhere," said Courtenay. "There’s been a lot of luck and sheer balls, but we have also had to be very good at a few things along the way."
As part of the ops programme, Dirk Pittaway, operations director at Manchester Central, Lee Hutchinson of Glow Bluewater, and Michael Anderson of EC&O Venues, spoke about concerns over the new health and safety regulations for events due to come into force next October.
After a talk with Kevin Worster, director of major projects at Siemens Plc, guests were then given a tour of The Crystal, showing them the sustainability aspects of the building that included rainwater harvesting and solar heating.
The event concluded with networking drinks for all delegates.
Curry of AEO Forums, said: "The highlight for me was the speaker line-up from top to bottom. The speakers kept their promise to deliver powerful presentations on the future path of the event industry.
"The insight was exciting and uncomfortable in equal measure, but ultimately very optimistic."
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