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MARKET PULSE India: A window to tradeshow opportunities in Asia By Charlie Greco, Tradeshow Consultant Charlie Greco, former Executive Director of Tradeshows – Asia, Venetian Macau, in July announced his departure from the five star integrated resort. Greco was responsible for attracting a record number of 15 mega-size tradeshows to the property in a four month timeframe, earning two industry awards in the process. Greco has more than 25 years of experience as an international tradeshow producer and has coveted many international awards for his accomplishments. ExM got in touch with Greco to find out about his opinion and experience in India, as well as the potential he sees in this country, and we were pleasantly surprised about his future plans. There are many more tradeshows/events being held in India than any other place in the world in which I have operated. Also, the volume of significantly sized and important events in one concentrated region is unprecedented. This clearly correlates to India’s robust industries in many market segments, domestic market demand and great event organizers. India has much to offer in the way of products and services, and the world is clamouring for quality products and services and reasonable price levels. As the worldwide recession deepens, alternative sources must be found, and India has a lot to offer and a lot to showcase to the international markets. 4 September 2011, EXPERIENTIAL MARKETING 42 The Venetian Macau recognized very early on that we could be a major conduit for India’s events market to reach out not only to the rest of Asia, but the elusive international market as well. First, we are only a four and half hour flight from Hong Kong to New Delhi. That is a shorter flight time for those of us in America trying to reach Las Vegas (The tradeshow capital of the world) from New York which takes about six hours. After hosting the IIFA Awards, there was a rebirth of the Venetian in India as many Indian tourists and business people discovered or re-discovered Macau and the Venetian as a destination, and not just as a venue. But quite frankly, magnificent Indian weddings of grandeur and spectacle were some of the first Indian business to discover the Venetian and Macau. We have put in place for tradeshow/event producer’s a special Indian stimulus package of financial incentives to come to the Venetian that has worked extremely well. There are incentives from a facility standpoint, from a marketing assistance standpoint, and of course, the Macau government and tourist office stimulus package which is very aggressive, very robust and unprecedented. Macau in 2010 saw an increase of 57% of Indian visitors, representing the fourth largest market. In addition to the financial incentives being offered by the Venetian and by the Macau government, we recognized very early on that for many of our Indian tradeshow/event clients, this would be their first adventure into the international markets. We put together a program that not only assists financially to help bridge the gap of what it costs to produce an event in India versus anywhere else in the world, but a comprehensive program to help the Indian producer every step of the way in getting his/her show launched in a foreign market. We provide complete outsourcing services from logistics and operations, marketing and sales, special event planning and housing. Giving the Indian tradeshow producer the ability to one-stop-shop for everything or something, has made it extremely easy for them to embark for the first time internationally. Clients like iTEN Media and their Hydrocarbon Technology Congress, The Export Promotion Council for (Indian) Handicrafts, The Royal Jewels of India owned and produced by Excelsior Public Relations are just a few of the producers that are taking advantage of the unique situation. In fact, Seventy Seven Entertainment Pvt. Ltd. is going to produce an event called AEEC in 2012 for international event organizers to come to Macau.
MARKET PULSE 4 September 2011, EXPERIENTIAL MARKETING 43 The Venetian is a five star world class international integrated resort. We boast over 10 lakh sq ft of convention, meeting and exhibition space. There is quite frankly nothing in Asia whatsoever that can compete with the billions of dollars that have been invested in this property and will be invested in the coming months and years. Additionally, a little known fact is that Sheldon Adelson, Founder, Owner, Chairman, Venetian Macau, is a tradeshow producer. Long before his historical success in hotels and gaming, Adelson owned and produced the largest tradeshows in America. The property is built in his vision which obviously includes the events business as its soul and foundation. The Venetian has the resources to provide all, some or none of everything possibly required by a tradeshow producer from India to launch an event. Because of its stature in the Asian community, the Venetian works with many other suppliers of products and services for Indian producers to talk with, consult with and work with. The options for producers are virtually endless. As like all of the other properties in Macau, the Macau Government Tourist Office works very closely with the integrated resorts in every way possible to help encourage and stimulate the MICE business. The MGTO continues to invest significantly in this endeavour. Asia…and I am rarely wrong! cgreco@uemanagement.com Note: Charlie Greco now works as an independent tradeshow/event consultant based in Macau. He indicated to ExM that he will continue to focus on the India tradeshow and event market exclusively and with those who wish to internationalize their events. The MICE market opportunities in Macau and particularly in Asia are so tremendous that I have decided to go back to being an independent consultant working particularly in India. I am so grateful for having had the opportunity to discover India both professionally and personally that I have decided to dedicate myself to the India tradeshow/ event/MICE market. In the more than 25 years that I have flourished in the international tradeshow industry, never have I felt so welcomed and embraced by an industry in a country as in India. I am betting on Asia, and I am betting on Pictures of some of the largest tradeshows Greco’s company produced in America and Europe
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