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THE FLOORING SHOW LIVE


WENDY'S HOUSE


The Flooring Show’s Event Director, Wendy Adams, speaks to Tomorrow’s Flooring Editor, Grace Holliday, about her role and outlook ahead of this year’s show.


HI WENDY! SO, TELL US ABOUT YOUR ROLE AT THIS


YEAR’S SHOW. As Event Director, I am responsible for the whole show from start to finish, with the assistance of colleagues who help with sales, marketing, social media, the conference programmes, other event content, finance and admin. With a three-day build, three open days and a breakdown day, I will be virtually living on the site for a whole week... and then another show I run starts immediately afterwards!


HOW MUCH WORK GOES INTO PREPARING FOR THE SHOW? WHEN DOES


PLANNING BEGIN? Show planning starts more than a year out – we are already negotiating the 2014 show dates with the venue, planning our pricing policy and preparing marketing materials ready to be distributed at this year’s event. The process of selling the exhibition space and marketing really takes a whole year


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from the end of the previous show, and the final three months before the doors open involve a great deal of work on the physical staging of the event. Closing off the current show – breaking down, thanking all the participants, post-show stats and press releases, financial results etc etc – can take up to a further two months. So I think I’d say the show cycle is about 15 months long, overlapping with the next show, of course.


HOW DO YOU PLAN YOUR TIME EFFECTIVELY OVER THE


THREE DAYS? It’s crucial for me manage my time effectively; during the show things get really busy. I usually plan my time out in advance and delegate responsibilities and tasks to team members so that they also have time to prepare a plan of action. Most of my time is spent ensuring that everything runs smoothly for our exhibitors, the seminar speakers and, of course, show visitors. There are 1,001 things to do – or so it seems whilst the show is on! This is not to mention dealing


with any last minute technological hiccups. During the show, I hold several meetings with my team so that we can adjust time and responsibilities where necessary to ensure exhibitors and visitors alike have a great time. It’s a bit like being a duck. All appears calm, but under the water…


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