Opportunity Issue 104

INTERVIEW
large one, Big Five Dubai, which is over 40 years old, and then
we have other regional events in Africa as well.
What is your target market?
Our remit is to get the whole value chain on the floor. We are not quite
there yet, but we do have a number of sectors like building materials,
tools and equipment, mechanical, electrical and plumbing, machinery
and vehicles. In all these sectors we look at getting exhibitors because
we believe that they underpin the value chain.
Our government stakeholders are really important as well. Our
events are geared around an open platform of engagement and
also the strengthening of relationships between the public and
the private sector. The stakeholders’ engagement forum has been
taken to all of our events because it is such a great platform of
engagement. It gives an opportunity to the man on the street who
doesn’t have access to the government stakeholders or the big
private companies to have the conversations and ask the questions
about the challenges that they are experiencing. To try to address
those and look at the solutions that the cities or the provinces are
providing, for example, why it takes so long to get a permit.
This time around we were looking at breaking barriers and
building a better tomorrow. The Western Cape Government has
a red-tape-reduction department and it was good to have the
director talk about exactly that.
Has the conference and events sector come back any different
after Covid?
One thing that we have learnt through Covid was to diversify. We saw
that a lot of our clients had to do just that in the crisis situation that
was Covid. You look at your product mix and you have to diversify, so
we did that in respect of digital events.
While that was very successful, we still feel – and we know –
that people want face-to-face connections. For us, it was about
coming back and doing what we do well and making sure that we
are connecting, that our quality of visitor is very high, that we’ve got
the right people attending the event.
We are connecting buyers and sellers, so the right buyers and
the right sellers. So that that tangible business is being done.
At the Western Cape event I heard from somebody on the floor
who walked in the door and did a deal within 10 minutes. So
that’s fantastic.
Construction vehicles on display at The Big 5 Construct:
Western Cape as the events industry rebuilds after Covid.
Big Five Construct Southern Africa. That is looks at Africa’s readiness
for smart cities and not necessarily building beautiful and pricey
cities that no-one can use. It is really looking about integrating
the communities into the current infrastructure that we have in
terms of smart solutions and looking at what we’ve got, how do we
update it or make it work. We want to integrate that community
that surrounds it, not just a stand-alone white elephant in the
middle of nowhere.
Is Infrastructure South Africa involved in that initiative?
We got to know Infrastructure South Africa for the first time this
year. The desk within the Presidency knows about our events,
they are more invested and involved in our events. We are more
aligned with government stakeholders now than we have been.
Infrastructure South Africa’s remit is to look at the projects that are
feasible and get to market quickly where they can create jobs and
give investors a return on investment, so it’s a good initiative.
Does The Big 5 Construct also have a digital component?
It is not being run as a hybrid this time around. We want to
encourage down-the-line benefits. We want to draw investment
into the country and the region and create those benefits in
terms of business tourism and job creation. We have a very
important part to play in the economy in terms of driving
business tourism.
Your portfolio includes these three conferences. Are there other
built environment expos or conferences that fall under you?
The company also hosts the African Smart City Summit which is
an annual event. It is held in Johannesburg and runs alongside
Exhibitors and visitors enjoy personal interaction after
months of hybrid events.
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