Expertise Events managing director Gary Fitz-Roy said the decision to lock in the Brisbane and Sydney fairs next year was made after reviewing visitor and exhibitor feedback – both positive and negative – from the recent Melbourne and Brisbane shows.
Fitz-Roy said that there would be no Melbourne fair next year and explained, “The decision to maintain Brisbane is predicated on its long establishment and the fact that most Queenslanders are less likely to travel interstate to a trade fair. Therefore, the Brisbane jewellery fair will remain next year.”
The Australian Jewellery Fair Melbourne was a recent addition to the trade show calendar, having first taken place in 2011.
“We are excited by the possibilities and growth potential of the Brisbane jewellery fair as we strive to make Queensland's premier jewellery event even more compelling in 2014.”
He added that many people suggested that the Brisbane and Melbourne fairs should alternate each year and that this was something that would be considered after next year's Brisbane event.
A post-show survey of Brisbane fair visitors revealed that 78 per cent considered exhibitions a critical component of their buying process, with around 73 per cent placing orders while at the fair.
According to Fitz-Roy, these statistics further support the argument for keeping the Brisbane fair.
In order to control costs for exhibitors the Brisbane fair will continue to maintain the 2m display depth that was available at this year’s event. However, should exhibitors require a larger presence they can increase their display depth for an additional cost.
Sydney fair 2013 update
In other news regarding this year’s Sydney International Jewellery Fair, organisers have introduced a new Hosted Buyer Program for major interstate buyers.
“It is a concept that has proven successful in other trade events and we believe the new initiative allows us to target some of the VIP retailers that may visit every second year or have reduced their travel because of the difficult retail conditions,” Fitz-Roy explained.
Industry support for SA and WA
Expertise Events is also tabling the concept of National Jewellery Forums, which would take place in Adelaide and Perth after this year’s Sydney fair in September.
The forums – which are open to all industry suppliers and offer basic table space (not square metres) – are in response to industry feedback which suggests the need for smaller events given that many retailers have reduced their buying trips because of the economic climate. The forums are scheduled for Tuesday 15 October at the Adelaide Event & Exhibition Centre and Thursday 17 October at the Crown Perth Casino.
In addition, organisers are also looking to include a free morning retail seminar at each jewellery forum following the success of the seminars at the Brisbane fair last month.