Pulse


EXHIBITIONS & CONFERENCES SBC EVENTS 2023


SBC Events: Adding value New Jersey, St Julian’s, Toronto, Barcelona, Miami - 2023 will see


SBC Events host five events across two continents. Dennis Algreen, Marketing Director, offers G3 a deep dive into what attendees can expect from each event and explains how client feedback is dictating every alteration, addition and subtraction being made.


Is SBC Events primarily an exhibition or a conference organiser?


Right now, we are primarily a conference organiser. However, we are transitioning a few of our events into having a much heavier focus on the exhibition element. Our two flagship events that have seen massive growth - SBC Summit North America and SBC Summit Barcelona - are becoming more exhibition- focused.


We are continually working to ensure that it’s not just the conference element that is a draw but adding a bunch of things into the exhibition side of things that is a little different from other trade shows such as creating plenty of space for networking and meetings, not just booths.


For instance, at SBC Summit Barcelona this year the floorplan is nearly three times the space SiGMA Europe is held in. As an event organiser, of course you want to meet a certain threshold where the floor always feels populated. However, it is also important for there to be enough space for delegates to walk away and have those important business conversations. Tis is something we have received particularly positive feedback from exhibitors for adding real value to their investment in our events.


We are also looking to implement new features into our exhibition space such as a dedicated podcast zone, an expanded media zone and meeting rooms that can be booked more ad hoc so every exhibitor doesn’t have to specifically ‘have’ a meeting room. Tese are but a small example of the types of things we are looking to implement into our events.


Did the pandemic strengthen SBC as an event organiser?


I wouldn't say the pandemic presented an opportunity, but the way we initially strategised to cope whereby we retained all our employees with some accepting to take


P134 WIRE / PULSE / INSIGHT / REPORTS


From the roster of events being hosted by SBC this year, which excites you the most?


Dennis Algreen Marketing Director, SBC Events


temporary pay cuts to keep everybody on really paid off. Not only did the hosting of digital events throughout that period enable us to continue engaging with their associated communities and push the SBC brand, but it also meant that when restrictions were lifted for SBC Summit Barcelona in the summer of 2021 2,000 people were in attendance.


Te revised events portfolio during the latter half of 2021 created a good foundation for our events roster in 2022. We now have a fantastic platform for success in 2023 with exceptional expansion potential at each of our events.


“We are looking to implement new features into our exhibition space such as a dedicated podcast zone, an expanded media zone and meeting rooms that can be booked more ad hoc so every exhibitor doesn’t have to specifically ‘have’ a meeting room.”


SBC Summit Barcelona because of the sheer amount of positive feedback we received from our 2022 event and the potential the event has going forwards. With SBC Summit Barcelona, we've found a formula. Previously, we were wary of pulling too much emphasis away from the conferencing of our events because that has been - and remains - a big draw. What Barcelona proved to us was that we can scale this concept yet keep it solid.


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