116 EXPO


MICS MONACO


The inaugural Monaco International Clubbing Show (MICS) began on 11 November 2010. Within three days, MICS transformed the Grimaldi Forum into a gigantic nightclub where heads from the world’s leading nightlife companies, as well as the largest beverages brands and the most prominent events managers and artists gathered to talk business and plan ahead for the coming year in a high energy atmosphere. According to the organisers, 10,134 professionals from the industry as well as 100 brands from 28 countries came to present, discover and share new products, ideas. Not bad going. The Ravel area boasted what could be described as the show’s unique selling point. Visitors had the opportunity to visit the elite of the nightlife industry and clubs such as VIP Room (France), Sankeys (UK), Blue Marlin Ibiza (Spain) or Soho Rooms (Russia), whilst sipping carefully crafted cocktails from the finest beverages brands such as Bacardi, who organised a spectacular flair bartending competition at the heart of the exhibition. On the lower Diaghilev space, the spotlight was set on lighting, sound and new technologies with many leading brands armed with their latest products. Italian lighting company Clay Paky and Energy Group dazzled with their moving heads whilst Funktion One and Sennheiser provided the audio experience. We caught up with Clay Paky’s Commercial and Marketing Director, Pio Nahum on the second day of the show, when he discussed its merits. “For too long our industry has been away from club exhibitions. Some shows that did have clubbing sections do not anymore, so we don’t do any exhibitions for club- bing. And I thought it was a good idea to try to get involved in something like this. The fact that it was the first time meant it was a challenge from one side, but it was an opportunity to be a protagonist. I have to say that I had a good intuition be-


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cause the exhibition, at least the first day, has been very successful. We measure success by the number of visitors we had to the stand. I think we will have a return on investment. “Another thing that is very interesting here is that clubs are attending with a small stand, and this creates the possibility to actually plan meetings. We have gone to see them individually and we have set meetings, and we are going to talk to them, so it is good. It’s the sort of business platform where things can be scheduled in a structured way. A little bit different from a normal exhibition where the customer is supposed to come to your stand and visit you, which is a formula that doesn’t always work very well. The club owners, particularly the big clubs, they don’t like to shop around, they feel themselves as being very important and they want to be visited. They want to feel special, and they are special. The fact that they are here is definitely a good opportunity to go and visit them without looking like a sales- man. They’re high profile meetings, which is very nice. “I predict if this show proves to be successful in terms of business, it will definitely attract more exhibitors. And I suppose that other lighting manufacturers and sound manufacturers will come. Obviously the format of this exhibition is different than what we are used to. It reminds me in many ways of the old SIB in Rimini. You have all members of the industry here, being part of the event. You have manufacturers, the club owners and all the people working in clubs, which gives this exhibition a very special atmosphere.”


The second MICS is scheduled to take place in November 2011 and will once again be hosted by the Grimaldi Forum.


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