officials to encourage openness and the sharing of information. One of the really great things about exhibitions is their ability to reveal something which fundamentally changes the way in which a sector does business. The potential to be amongst the first people to unearth a gem is from my experience what makes exhibitions so compelling.
What aspect of your contribution to the ICE Show do you find most rewarding? I’ve joined ICE at a great time. The business was receptive to change, and supportive of new approaches and fresh thinking. My theme/mantra for the 2011 show has been ‘building the experience’ by which I mean creating mini events within the main event which our customers participate in and talk about. It’s about giving our customers more and exceeding their expectations. If you travel 10,00 kilometres to be in London in January you want to take something of value back with you; that’s either a new product lead, a new customer, a new supplier or a new idea. You want to leave ICE more optimistic and in a better frame of mind than when you arrived. Putting those plans together is what I find most fulfilling.
Is there any co operation with EAG? We are vastly different shows. We are an international gaming event and EAG is an amusements show organised by the UK trade association which represents that particular sector.
We understand the ICE venue and location is up for negotiation - however, is there now a venue that is looking most likely or is it still open for discussion? For the time being ICE is going nowhere and all of our key accounts have committed to Earls Court in 2012. Of course there’s been much speculation about the venue but two things are certain. Firstly nothing happens quickly in London (the non- contentious and much smaller re-development of Westfield Shopping Centre took 14-years from land acquisition to opening and crucially seven years from land acquisition to planning consent). Secondly, Earls Court remains really popular with exhibitors and visitors alike due to its location close to the great restaurants, top hotels and transport hubs synonymous with London. Our job is to constantly review our location and to work closely with all of our customers to ensure that ICE develops, grows and continues to deliver on all fronts.
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What was the reason for the name of the show reverting back to the name “ICE?” As part of the process of change and taking stock of the show’s assets we test marketed the concept and then the identity with a sample of stakeholders all of whom came back with a resounding endorsement of ICE Totally Gaming. The identity is a dynamic one which has change, technology and opportunity at its core. It’s about the future of gaming and I’m very excited about where we can take the ICE brand.
Is Clarion Gaming Exhibitions looking to set up any new gaming exhibitions overseas or are the London Show and online conferences enough? As we’ve just said ICE is a powerful brand. It has a high level of awareness across jurisdictions and is seen as having integrity and being both credible and trustworthy. Obviously those credentials are exportable. However it is clear that this identity is synonymous with the London event and we would only consider a new event if the industry really wanted and needed one.
For those operators who are questioning the expense and time away in London, what would your advice be as to why it’s vital they attend and make that investment? In general terms exhibitions are the human face of marketing. They allow the buyer to get a measure of the seller, they provide an opportunity to speak with the originator of the product, discuss refinements, listen to future plans, discuss terms, learn about after sales support and make comparisons with other suppliers. With specific reference to ICE no other gaming show in the world can come anywhere near the geographical spread of exhibitors present or the diversity of the gaming experience that’s on offer. No exhibitor comes to ICE in an indifferent frame of mind. The time when companies attended exhibitions just to flag wave are long gone. If they are spending time and money to exhibit you know they have something to show and are determined to win business. The 20,000 or so visitors who come to ICE each year know that it represents an unrivalled opportunity to meet up with old friends and see the brand new technology that is shaping the future of gaming. ICE allows them to be at the vanguard of the gaming revolution.
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