T he decision makers at Singapore Expo see themselves as more than just providers of space for events not least because of their customers changing requirements Instead they see their role as being to help their customers to stage their events and provide options that enable them to realise creative visions The key word is festivalisation and Singapore Expo would like to be forward looking A focus on curat ing an experience can contribute significant ly to the achievement of business objectives for both consumer and trade shows The Space Fest Expo event last De cember provided a good example of that The event transformed the venue into inter galactic adventure zones both indoors and outdoors offering VR and arcade games go karting an inflatable theme park a 5D cine ma and space themed food trucks That all helped to revamp consumers perceptions of the venue and showcase to prospective cus tomers this revolutionary approach to host ing events Even traditional conference venues are now adding elements of festivalisation in cluding outside the conference hall adds Chua Wee Phong CEO of Constellar Singa pore Expo s operating company We want our events to be memorable and meaning ful he stresses Hence we are seeing a shift towards the creation of unique experiences that break the mould of how events have been staged for many years There have re cently been several examples of new kinds of trade and consumer shows at Singapore Ex po according to Chua These have en hanced the visitor experience taking it out side the exhibition halls into the outdoor atri ums Chua and his team have over 123 000 square metres of indoor and outdoor space available Customers have recognised the potential of festivalising their events and the company is receiving more enquiries now For the 2023 edition of FHA Food Beverage Asia s lead ing international F B trade fair Singapore Expo worked jointly with Informa Markets to create the Beer Yard an additional networking and chill out space in the outdoor atri ums thus extending the venue beyond just the halls This was effectively a mini beer festival designed to add vibrancy to the trade fair with daily live music pop up food trucks games and craft beers As Janice Lee event director of Infor ma Markets in Asia af firmed The Beer Yard added value for people There is nothing better than connecting with people over a cold beer Singapore Expo has also been bringing different con sumer shows together to run in parallel leverage the footfall of each to increase visitor numbers and ulti mately create a more vi brant atmosphere We have created the Singapore Expo Advantage Program to bring together our extensive network of part ners service providers and suppliers says Chua Wee Phong expanding on the compa ny s collaborative efforts We are thus able to provide a one stop service to organisers seeking to stage experiences at our venue www singaporeexpo com sg PB 52 TradeFairs Internation al 3 4 2023 INTERNATIONAL SINGAPORE When trade fairs become festivals Expectations have changed in the MICE industry The focus is increasingly on how to turn events into unforgettable experiences Erlebnisorientierung soll bestehende Formate ergänzen und zum Erreichen von Geschäftszielen beitragen The experience factor is to complement existing formats and contribute to achieving business goals Ph ot o C on st el la r

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