New venues pique interest and could snatch meetings, conventions and exhibitions from incumbents

They just emerged from a challenging year, but meetings and exhibitions executives now have to prepare themselves for a tougher campaign ahead.

Once the integrated resorts (IRs) are launched, the amount of exhibition space in Singapore is going to jump by a whopping 180,000 square metres – not a number to sniff at since current big players have only about 135,000 sq m between them.

And if you throw the glitzy lights of Broadway musicals and the whirring sound of the jackpot machines into the mix, it’s no wonder that current meetings, incentives, conventions and exhibitions (MICE) players are bending over backwards to keep their clients happy.

And the incumbents certainly have their work cut out for them.

Already, Marina Bay Sands (MBS) and Resorts World at Sentosa (RWS) have snagged over 60 events running until 2012.

It doesn’t help that the new kids on the block also have the novelty factor in their favour.

According to Nancy Tan, managing director at conference organiser Ace:Daytons Direct, the two IRs piqued interest as far back as two years ago.

There were clients who requested for the IRs as an option when selecting venues, she told BT. ‘People want to try new venues.’

However, she added, that the venue needs to match event requirements, something that could go either way for both incumbents and the new players.

For instance, depending on the scale of the business event, a certain number of hotel rooms may also have to be booked at MBS. This may not be entirely suitable for conferences where delegates pay out of their own pockets for their hotel rooms, she pointed out.

On the other hand, Gaming Asia – which took place at the Expo last year – will be held at MBS from July 15-16. The new location is ‘ideal’ given that the exhibition is casino and gaming-related and that MBS is in the central business district, said Lynn Ee, marcom executive with organiser ComExpo Pte Ltd.

Gaming Asia, which attracted nearly 1,500 visitors last year, is widening its focus this year to include training and education opportunities within the industry, security as well as merchandising, in addition to gaming equipment.

Still, there’s an element of musical chairs going on with the same events making the rounds at different venues.

For instance, MBS’s firmed-up list shows that events such as the Aerospace Supplier eXchange – which took place at the Singapore Expo last year – will move to MBS in 2011 and Sea Asia – which was held at Suntec Singapore International Convention & Exhibition Centre last April – will shift to MBS in 2011.

But if there’s a silver lining for MICE players, it’s that this doesn’t seem to be a zero-sum game because the IRs seem to be opening up the scene by attracting new events to Singapore.

RWS will host World Urban Transit Congress in October as well as Singapore LIVE – in conjunction with Singapore Arts Fest – in June. And at least six events in MBS’s line-up are new, including the Industrial Fabrics Association International Expo Asia 2011 and Dye+Chem Asia International Expo 2010. The 2010 UFI Congress, which will be held at MBS, will also make its way back to Singapore after 15 years.

MBS believes that the IR offers consumers greater choice and will ultimately grow the industry.

‘The integrated design means we can provide convenience and efficiency. This translates to significant cost savings,’ added the MBS spokesman.

‘Singapore already has excellent existing MICE facilities and RWS is working in close partnership with them to create more reasons for repeat visitorship,’ highlighted RWS’s director of MICE, Elena Arabadjieva.

To compete, industry players such as Suntec recognise they have to go ‘beyond the call of duty’ and stay ‘flexible’, so as to keep clients happy.

To drum up strong business for this year, the Expo has increased its sales trips and marketing activities, and has also just appointed a US agent.

Every year, Singapore hosts more than 6,000 business events. According to the Singapore Tourism Board (STB), the business travel and MICE industry brought in nearly $6 billion in tourism receipts in 2008, which is close to 40 per cent of total tourism receipts.

While 2009 figures have yet to be released, the year was a fairly challenging one for the MICE industry.

There was a drop in attendance and, in some cases, budgets were revised by as much as 20-25 per cent, said Ace’s Ms Tan.

‘While all (organisers and exhibitors) went ahead with their scheduled show dates, they were conscious of their budgets,’ said Chandran Nair, deputy general manager of Singex Venues, which manages the Expo.

In 2009, Suntec hosted about 1,400 events – down slightly from 1,575 events in 2008. However, at 6.7 million visitors, it also saw a 5 per cent increase in visitor numbers over 2008.

And with the economy showing signs of recovery, the MICE scene could see a far better year in 2010. Tony Lai, assistant chief executive at STB, felt that the tourism industry was well-placed to seize opportunities.

Source: Business Times, 8 Jan 2010