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BRIEF HISTORY OF ATEI and ICE
ATEI and ICE (incorporating ICEi) present a unique
The origin of all this was ATE, (Amusement Trade Exhibition), set up 62 years ago as a single UK trade association exhibition situated in Olympia, London.
By contrast, in 2006 Earls Court will be hosting three whole shows over three days, with thousands of visitors and exhibitors. This expansion has encompassed virtually every aspect of gaming, gambling amusement and attractions.
The shows have grown simply because they have addressed market demand.
The strength of the ATE show and the innovation of UK product offering meant that international visitors were attracted in high numbers, necessitating the renaming of the Expo to ATEI, the `I' representing the international community. ATE became the brand name for the company responsible for the exhibition.
The portfolio was strengthened in 1990 with the launch of the International Casino Exhibition, a unique co-locating of two separate types of gambling. ICE itself has had an i-gaming zone (officially named ICEi in 2001) added to reflect the growth of remote gaming which has become a multi billion dollar industry.
In 2005 more than 24,000 visitors walked through the combined doors of ATEI and ICE, a historic high, after years of expansion.
After extensive research it was found that attractions focused visitors were looking for further ways to boost their revenue aside from ticket sales. To satisfy this demand, this year sees the first collection of exhibitors offering services and products to attract secondary spend, with the launch of the VISTOR EXPERIENCE SHOW.
TRANSITION TO CLARION ATE - NEW OWNERS NEW VISION “ATE has won success by knowing their industries and working with them, Clarion is entrepreneurial, fun and people-centric, similar to the gaming and gambling industries.” Simon Kimble, Managing Director, Clarion Events Ltd
In July 2005 Clarion Events Ltd purchased ATE from BACTA, the British Amusement Catering Trade Association.
The shows in the ATE brand transferred in their entirety and ATE became a division of Clarion Events Ltd.
From this point on Clarion have been focusing strongly on using the entrepreneurial spirit that has seen them become the UK's largest independent event organiser, in tandem with the existing ATE team, to expand the shows.
ATEI, ICE and ICEi, free from UK trade associations links - which Clarion Events
On how the shows would evolve under new management, Kimble made it clear the company will “..continue to move forward investing in them and be sensitive to the needs of our customers, including achieving a better synergy between ATEI and ICE.” ORGANISERS ANNOUNCE EXCITING PLANS FOR LONDON SHOWS Show organisers have unveiled an exciting new floor plan for ATEI/ICE 2007 which will allow exhibitors to maximise the massive commercial opportunities provided by the London shows.
Current and potential exhibitors are being invited to visit the organisers' office at ATEI/ICE 2006 to see the new floor plan, as well as view the many imaginative show features and new, impressive facilities on offer in 2007.
Head of Exhibitions, Karen Cooke explained: "This is a massively exciting time for everyone involved in the London shows.
Exhibitors are being invited to visit the organisers' office at ATEI/ICE 2006 to look through their options, reserve their stand space and in so doing invigorate their presence at the world's leading gaming, gambling and amusements expos. ATEI, ICE & ICEi GROW TO MEET WORLD DEMAND
Exhibition organisers Clarion ATE have released more details about the make up of the new look ATEI, ICE and ICEi shows to take place in January 2007.
Major Changes are to be made to the look, feel and scale of each exhibition. ATEI's main entrance will be via level Two, ensuring a majority large flow of traffic upstairs. This means the exhibiting positions at the front of level two will be much sought after. Upon entering ATEI, potential product buyers will be presented with a vast array of new features, spread evenly around the show, signposted clearly so they will fully explore the whole of the new look event, which will feature over 300 exhibitors.
ICE continues to expand naturally with its main area being Earls Court two. As more space will be available, this will end the past problem that left firms unable to be represented in the casino section of the worlds leading truly international gaming, gambling and amusement event.
Head of Exhibitions Karen Cooke, explained it as a win-win situation “The new front of ATEI will be level two, but there will be such a different show configuration and visitor features that the show will become much more varied and the traffic will be flowing fully through it to reflect that. With added features, rooms, zones and other new designs ATEI will remain very much one show in feel, only better.”
Cooke continued, “The major thing this new set up has allowed us to do in ATEI, is group together similar types of product offering. So the visitor looking for AWP's can go straight to all the leading players' stands, while those interested in buying plush novelty and family amusements can see these unique products displayed together. ATEI is a massive show but in 2007 it will become more focused and easier for everyone walking round it.”
The changes will mean that the two distinct, individual shows remain co-located, separately marked out but with more space for each of them to add a range of exciting and innovative features on the floor.
The visitor will be treated to the most convenient possible access at registration, with expanded access making entry simpler and faster. New show features will include:
- Restaurants will offer world class cuisine and service along with plenty of seating space. Better than seen at most exhibitions of its kind anywhere, American Diner in ATEI will offer quality food served with a birds-eye view of the show floor.
- A fully open plan show bar will adorn both ICE and ICEi - right at the heart of each show to allow navigation at leisure and meeting points for more formal business conversation
- More business lounges; quiet areas dedicated to those who wish to meet and do business away from the frenzied activity of the show floor
- Free web access at points throughout each show
- Improved networking facilities - meeting rooms and methods of contacting fellow visitors, both virtually and onsite
- Further networking lunches and meetings around the show
- Plentiful cloakroom facilities with fast service. A small touch that helps the visitor a great deal - in a busy schedule no-one wants to allow time for queuing
In 2007 ATEI and ICE will take the world of gaming into its arms and build 5 different international pavilions, allowing exhibitors to `flag themselves up' to buyers wishing to look at product and service offerings from a specific region. These pavilions will come from countries around the globe. Current countries to be featured include USA, Italy, Poland and several from the Far East and South America.
ICEi will remain co-located but will become an exhibition in its own right - with its own look, feel, visitor zones, media areas and lounges, enabling a fast growing industry to have a real focus in the UK, one of the first major economies to include remote gaming in it's core gambling legislation, and home to an international summit on the topic soon.
On the back of these massive enhancements will be an enormous marketing campaign aimed at further increasing on the 112 nations represented by visitors. Clarion ATE will be working even more closely with trade associations and press to ensure ATEI, ICE and ICEi 2007 are the world standards in the market. “We are starting a new philosophy here at Clarion ATE. ATEI and ICE have always been the major busy and exciting trade shows in their field. We aim to top even that by making them fully fledged business experiences that are both impressive in scale yet propitious to business for the international community; so their week in London is unmatched in the exhibition world,” Cooke concluded. |
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First Look
proposition when it comes to gaming, gambling and attractions exhibitions. They offer the largest most diverse collection of products, people and networking opportunities across the globe.
Managing Director Simon Kimble confessed “created a certain tension” concerning the UK Gambling Act - can now focus on the issues that need addressing to enable them become an even more formidable force in the world of trade exhibitions.
We have taken stock of market trends, changes in legislation and the technological advances that have taken place. With this in mind and in order to present buyers with even more of a 'must do' proposition, we have decided on this ground breaking floor plan for 2007." She enthused: "In practical terms what this means is that exhibitors will be able to take hugely improved positions, have even more impressive stands and present themselves in the most compelling and exciting manner possible to the thousands of buyers from hundreds of nations that visit the London shows each year. As organisers we will be able to break out of the existing straight jacket within which we currently have to operate and provide visitors with a range of dramatically improved facilities including high profile feature areas, top quality restaurants, chic wine bars and executive business lounges, all of which will be in keeping with the first class international status enjoyed by the exhibitions. I believe that this represents one of the most significant developments at ATEI/ICE for decades and will allow us to consolidate our position as the best shows in the entire world."
