T he challenge facing the managers of Hong Kong Convention and Exhibition Centre HKCEC is by no means new During peak trade fair seasons there are hardly any capacities for additional events in the calendar Limited space and a packed event schedule require flexible efforts to ex pand the trade fair portfolio With rebate and incentive schemes they were able to fill the seemingly less attractive low season slots in the past This strategy has also been success fully pursued in 2015 The focus is on fairs that are not sensitive to buying seasons On the one hand this is to maximise venue utili sation while enhancing Hong Kong s interna tional image Strategically we are now tar geting more upmarket events and niche top ics says Monica Lee Müller Managing Direc tor of the HKCEC operating company HML which recently reported a record number of visitors again for the past fiscal year 2014 15 As examples Monica Lee Müller cites auction events art exhibitions and luxury product shows Event attendees of these markets seek a total experience and quality says the boss of HKCEC Their focus is on food and beverages technology and logistics management Taking account of the envis aged target groups the Hong Kong Conven tion and Exhibition Centre gained seven events for the current year the majority of which take place in the less busy months Right at the start of the year three of these events took place in the fields of financial services photography and vegetarian food Early August saw the premiere of one day in vestment event FSM Fund Expo This was followed three weeks later by a furniture and design show And in December the Korean Christmas Fair will be staged at the HKCEC The Korean Christmas Fair will coincide with a very special event in the halls at Vic toria Harbour which fits Monica Lee Müller s requirement profile perfectly The Ink Asia exhibition is dedicated to works of art creat ed with ink The fact that this event will now take place at the Hong Kong Con vention and Exhibition Centre has something to do with the market ing and sales team s research ef forts The team members recog nised the potential and demand for ink art and proactively ap proached experienced organisers in the field asking them to explore the topic After several rounds of discussions and market analysis it was decided to stage Ink Asia shortly before Christmas And hence a further art event has be come a regular item on HKCEC s event calendar which is rather impressive with events such as Art Basel Affordable Art Fair and Fine Art Asia Christie s and Sotheby s famous auctions and the International Antiques Fair Art events are flourishing in Asia thanks to growing spending pow er and an interest in art invest ment www hkcec com PB 70 TradeFairs Internation al 5 2015 INTERNATIONAL HONG KONG Seeking a total experience A host of fairs have been added to the portfolio of Hong Kong Convention and Exhibition Centre in 2015 In view of its current lack of space this not to be taken for granted Die Kunstmessen florieren in Hongkong dank der wachsenden Kaufkraft in Asien Hong Kong s art events are flourishing thanks to growing spending power in Asia Ph ot o H KC EC Ph ot o H KC EC Wir zielen mehr auf hochwertige Ereignisse sagt Monica Lee Müller We are targeting more upmarket events says Monica Lee Müller

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