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Q&A Interview One month ahead of the doors opening to Earls Court and ATEI 2007, we spoke to Peter Rusbridge, Chief Executive of show organisers Clarion ATE, for a taster of what’s to come… Q: How are you feeling ahead of ATEI 2007? A: Nervous, but I always get nervous before all of our events. They mean a lot to me and my team. Also there is no denying that this is a big year for ATEI. We’ve made changes to the floor plan and it is important that it works. In support of that we have put an absolutely mammoth marketing and operational campaign together, probably the biggest for at least five years, and it is important that that works. Added to all this, some markets face extremely challenging conditions at the moment and no matter what we do as organisers this will impact on the show. The important thing is that, as organisers we have done everything possible to give the show, its exhibitors and visitors the best possibility of success. We carry that responsibility very heavily and I think we would not be showing respect if we were not on the crossover between excitement and nerves. Q: Can you outline the changes that visitors will see and experience? A: I’d like to open by underlining some of the constants. First of all visitors will see at ATEI probably the world’s biggest gathering of products and technology and the best opportunity to see what is new in the business and to track trends and changes in taste and technology. ATEI 2007 is the first to be conducted on two levels with gaming exhibitors on the Ground Floor and non-gaming on the Upper Level. In regard to people flow, we have created a colour coded ticket registration process. Visitors who register online have been asked for their primary reason for attending – gambling or non-gambling products – and will be provided with a colour coded ticket guiding them to their chosen area in the first instance. All London Show visitors will have free access to ATEI (Upper and Ground Floors), ICE and ICEi. The 20 per cent of visitors who register on site will sign in via a new ‘Arrivals Lounge’ on the Upper Level, which will also serve as a waiting area for visitors arriving before the show opens. Details of the new floor plans, logistics and additional facilities have been communicated to our customers through international b2b media, print and electronic mail shots and via the website at www.atei-exhibition.com. We’ve appointed Chris Boon, our first creative director, who has developed new, spectacular bar and restaurant facilities, feature areas and business networking/meeting zones throughout the whole London Show. Q: This is the second show under the ownership of Clarion ATE: is there a stronger commercial pressure for your team to deliver than under the previous trade association ownership? A: I think the answer to this is that too many people underestimate just how focussed and business like ATE was under the ATE Board of Directors. If you look at the pedigree of the people on the ATE Board - all past presidents of the trade association, all major figures in the industry and extremely successful businessmen – they weren’t going to run a shabby outfit! Of course there have been changes in practice and focus but the main driver for the whole ATE team is to produce the best possible event that delivers greatest service to the industries they serve. That won’t change. Q: Some people might think that exhibitions serve no purpose in a digital age: how would you respond? A: Quite the contrary. I think as the world gets busier and travel becomes more expensive, more and more people will do everyday business via the internet and other remote channels. Far from damaging conferences and trade shows, this increases the need for people to get together and learn, meet and socialise in environments where they do as much as possible. If an exhibitor who sees 10, 20, 50 or 100 clients at a show had to travel to see them one by one, how long would that take and how much would it cost? ATEI is the Tesco or Wal-mart of the industry. You can see everything in one place over three days. Like everyone else, I spend half of my working day answering emails or researching things on the internet. But I still learn more in half a day at a conference or a day at a show than I do in a week in my office. Q: Do you think that the apparent inertia in the UK market will impact on the exhibition? A: The sector with the greatest challenge is AWP manufacturing and distributing. These companies have had a torrid time over the past year but slowly the fog is lifting and there is more certainty about many of the issues. Buying decisions will be formed in January, maybe not fulfilled, but the smart operators will certainly be there looking for what is going to be good and for what they are gong to buy in future, be that after the budget in March or a little later. As for the rest for the show, there is a lot to go after. Don’t forget we have visitors from nearly 100 countries who are still buying and more than 3,000 products a year are launched at ATEI, so there is still a compelling reason to visit and to buy. You can’t get away from the fundamental truth – that good products at a good price sell and there’s always plenty of these at ATEI. Q: What do you think are the key differentials between ATEI and its competitors? A: Difficult to quantify really, beyond the fact that we are indisputably the most international. In 2006 we had close to 100 nations represented. I don’t think anyone comes near us on this particular measure. Of course we also have the benefits of two co-located events – ICE and ICEi – both of which serve as a magnet for buyers and trend spotters. ATEI also enjoys a reputation as being the ‘place’ to do business, which means that exhibitors timetable their R&D programmes to launch in London. Such is the frenzy of product debuts that if it’s not in London, it probably hasn’t been invented yet! Q: There has been some speculation regarding the future direction of the shows, particularly the relationship between coin-op and hard gaming. Can you see a time when ATEI will split from ICE? A: The all encompassing mix of product that you find at ATEI/ICE/ICEi is what makes it unique and explains why it is a global ‘must do’ event. I know this has some down sides, for example I’ve had correspondence from people complaining that the show is too big or too busy, but this is what brings 25,000 buyers from 120 countries to London. That is unique and that is a fantastic sales and marketing opportunity for anybody in these markets and it would be a shame to diminish it. We’re going to have over 500 exhibitors from 40-plus nations at Earls Court and whilst that’s not in the same league of say a G2E or IAAPA, it’s still significantly more than any other European show and represents a powerful reason to attend. Q: Has the show got its own equivalent of the Coca-Cola recipe? A: Yes, in so much that Coca-Cola is not the world’s number one brand by accident. They work very hard and they are passionate about the brand and product quality. Whilst the key ingredients remain, ATEI is different because we can only claim to have the recipe totally right for when the show is on and people have turned up and are buying and selling and the myriad of other things that happen at the event. The minute the show closes that particular recipe is torn up and we have to go about creating a new one for the next show. In that respect we’re more like a restaurant than a manufacturing plant: you’re only as good as the last meal you’ve served. 2006-12-29 |
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