ADVERTISING FEATURE | Published Wednesday May 2, 2012

• All you need to know about organising a

business event

• Get advice from leaders in the industry

• Your guide to The Perth Event Show

WA

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WA BUSINESS EVENTS2

measures; by actual number of

delegates secured and return on

investment to our government

and industry stakeholders. Our

innovative marketing projects

lead the world and the results

illustrate this,” Mr Beeson said.

“But fundamental to this

success for Western Australia

is the business event industry

which underpins it. This

supplement and The Perth Event

Show highlight some of the

venues and suppliers that help

to make Western Australia such

a vibrant, fresh and dynamic

business events destination.”

Business events –

embracing conventions,

exhibitions and incentive

travel groups – make a

signifi cant contribution to

the Western Australian

economy. Knowledge,

innovation and export

income are just a few of

the benefi ts the business

events industry brings to

the state.

The Perth Convention Bureau

(PCB) is charged with marketing

Perth and Western Australia as

a business events destination.

Established as a not-for-profi t

organisation in 1972 and now

in its 40th year, the bureau

receives funding from its industry

members, the State Government

(via Tourism Western Australia)

and major partners the City of

Perth and the Perth Convention

and Exhibition Centre.

The business events industry is

a substantial and growing one.

In 2009 alone, the value added

export income generated by the

conferences PCB secured was

$150 million and resulted in 1700

full-time jobs. The substantial

value of this industry is driven

by the high yielding conference

delegate, who spends up to fi ve

times more in WA’s economy

than a leisure tourist.

But the business events sector

means more than just dollars.

Conventions showcase Western

Australia’s areas of excellence,

enabling closer business,

academic, cultural and social

ties with international peers.

Hosting conventions provides

more Western Australians

with the opportunity to

participate, introducing them to

innovation, ongoing professional

development and networking

opportunities.

Importantly, the business

events sector encourages the

development of infrastructure

– hotels, venues, restaurants

and attractions – and the

professionalism and diversity

of the providers of goods and

services to the business events

sector that enhance the quality of

life for every Western Australian.

Perth Convention Bureau

Chief Executive Offi cer Paul

Beeson confi rmed Perth and

Western Australia remained

highly desirable destinations

for business events. The state

continues to see investment

in new infrastructure and the

tourism industry.

“With a range of new hotels

in planning and substantial

upgrades to those existing,

Perth is well placed to leverage

the inbound conference

demand,” he said. “This,

combined with new venue

space such as Perth Arena and

the Burswood Entertainment

Complex, will ensure Western

Australia remains a premium

destination for conference

organisers.”

Over the past fi ve years,

the bureau alone has been

responsible for securing

convention business worth more

than $395 million in value to

Western Australia.

“As a bureau, we are out-

performing our Australian

competitor cities in many

Business events sector: a signifi cant and growing economic driver for WA

Paul BeesonChief Executive Offi cerPerth Convention Bureau

3

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WA BUSINESS EVENTS4

The Perth Event Show

is back for its second

year and will be held at

Perth Convention and

Exhibition Centre on

May 16 and 17.

CMS Events Director Richard

Campbell said after last year’s

successful inaugural event, the

2012 event would be even bigger,

showcasing 100 exhibitors with

1200 people expected to walk

through the doors.

Mr Campbell, contracted to

organise The Perth Event Show,

said the show aimed to open

people’s minds to creative options

and improve their business events.

Subsequently, that would improve

the events industry.

“We hope to provide an

opportunity for primarily Perth

Convention Bureau members, but

also the wider business events

industry, to showcase what

they’ve got,” Mr Campbell said.

“The Perth Event Show is about

promoting events and getting

people to see what’s in the

marketplace. The importance of

the show is to provide a showcase

for the people locally and offer a

cost-effective way for businesses

to get involved as far as exhibiting.

“There are a lot of executive

assistants (EAs), personal

assistants (PAs), general

corporates and association

people who run events.

There are a lot of options

out there for them, from the

venue to the theming, audio-

visual, presentation and

speakers, entertainment and

accommodation – it’s endless.

“The decision makers are the

EAs and PAs; they are the ones

tasked to go out and produce

the best event for the company.

It’s usually their decision on

where they choose, who they

choose and how they choose

to run their event. They are the

people we want to impress and

the people we want to get to the

show.

“People are being far more

discerning in looking at what

they do and how they do it.

In circumstances like that,

exhibitions should fl ourish

even more so because they’re

providing people with everything

they need to know in one place,

so they can economise on their

time and get a good choice.

When times are tough this sort

of exhibition works better both

for the exhibitor and the visitor.

“Exhibitions are important,

especially in an industry that’s

about exhibitions.”

The Perth Event Show is back

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Promaco Conventions

is a leading professional

conference organisation

(PCO), founded 25

years ago by Don

Pearce, a former

Chairman of the Perth

Convention Bureau.

Managing Director Livia Russell

said a PCO was the architect of

an event, playing a critical role in

putting the event together.

“I compare organising a

conference to building a multi-

story building, in that there are

so many different aspects you’ve

got to pull together,” Ms Russell

said.

“On average, you’re looking at

about 35 to 40 different aspects

in a conference that have to

be pulled together to make the

event work. You’ve got to have

a working knowledge of those

aspects.

“A PCO assists the committee in

organising the whole event, from

drafting up the budget, through

to the fi nances, helping them

with the promotional plan, taking

registrations, assisting on the

day and doing the feedback and

evaluation.

“Whatever industry it is, you

have to get the best possible

people to be your keynote

speakers and you must put

time into getting a good

program. It makes a better

conference and you will attract

more delegates.

“The role of a PCO is to be

there with the committee and

advise what is going to work.

Understanding the committee’s

needs and goals and not losing

track of the big picture is the

most important thing to running

a successful event.

“With a lot of committees, they

don’t have a lot of time to do all

these things, but we can push

them along. They get a better

success with the conference

with a PCO.

“The advantage is having

somebody who knows what

they’re doing and can avoid

a lot of problems. There are

many groups that do their own

organising. But there are lots of

traps you can fall into very easily

and they can be costly.

“In some cases, there’s up

to four years planning for

international conferences and

up to two years for national

conferences. On average, you’re

looking at 1000 and 2000 hours

of work per conference.”

Building successful events

ESP Event Services

Director Hayley Hinchliffe

said a good business

event needed to have

a strong business

outcome, such as an

increase in sales or leads.

Miss Hinchliffe said key aspects

for a successful corporate

event included branding and

supporting the business’s core

values and corporate identity.

“Many CEOs will only look at the

cost of an event, but after the

event they see it benefi ted many

aspects of their business. It’s not

about just throwing a party – there

needs to be a business goal in

mind,” she said.

“A seamless event is what any

business host is going to work

for and a greater opportunity for

sales, leads, communication and

brand recognition.”

Miss Hinchliffe said one of the

key things was to make sure

everything ran smoothly so

guests could get the actual

message being communicated.

“There’s a lot to be said for

wowing guests with ideas or a

strange location or a fabulous

act and there’s also a lot to be

said for a very well-executed

event,” she said.

“We’ve made sure guests were

fed, watered and entertained

and came away really happy

spending their time doing that.

Often business events are taking

time away from family, so we

need to make sure there is a

good enough reason for people

to actually do that.

“With any other communication,

such as an advert, you can’t

guarantee somebody’s actually

seen the message you’re trying

to communicate.

“Getting face to face with

people and spending that

time capturing those people

between those four walls of that

event, there’s nothing to dilute

the message. They have to sit

there and listen to it and there’s

nothing to distract them. It’s

the most perfect opportunity

to get something through to

somebody.”

Going through an event

organiser will ease the pressure

off a company and promise a

successful event. ESP has been

running events for almost four

years and holds around 200

events a year.

“We do events every day, it’s

what I live and breathe every

day. We’re constantly seeing

the newest and latest ways of

doing things, which can often

lead to saving time and we can

often negotiate the best deals

because of the sheer amount of

how much we book,” she said.

“Events are quite busy and right

before the event there is quite a

lot to do. Especially on the night,

there is nothing worse than

seeing somebody run around

like a maniac, not knowing how

to fi x problems, not knowing

how to sort things out. We can

be giving attention to the main

sponsor and ensuring everything

is looked at.

“So really, from a business

point of view, it delivers a better

business outcome for the

company.”

WA BUSINESS EVENTS6

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WA BUSINESS EVENTS8

From Mariachi bands

and didgeridoo players,

to comedians and

everything in between,

BBC Entertainment can

fi nd just about any artist

you’re after to keep your

guests entertained.

Operating for 40 years, BBC

Entertainment is considered one

of Western Australia’s largest

entertainment specialists, booking

around 3000 events a year.

According to BBC Entertainment

Director Beth Ormsby,

entertainment is integral to a

successful event.

“It’s absolutely critical

entertainment is there to have the

audience interact, to get them

up and mobile on the dance fl oor

and to have them interact with

their peers, colleagues and fellow

delegates,” she said.

“Invariably, people will not

remember whether they had

the fi sh or the chicken, but they

will remember if they had tears

running down their eyes because

they thought the entertainment

was hysterical, for example.

That’s what they’ll remember.”

With entertainment ranging from

ventriloquists, snake throwers,

skydivers, fl amethrowers, laser

shows, stunts, illusions, magic

acts and much more, the ways to

entertain your guests are endless.

“It completely changes the

mood. It has people doing

things they would not do without

entertainment. It’s crucial,” Ms

Ormsby said.

She said a strong Master of

Ceremonies (MC) was also

integral to a successful event.

“An MC is the link, the mortar

between the bricks,” Ms Ormsby

explained. “The MC keeps it

fl owing and together.”

BBC Entertainment brings in a

large spectrum of entertainers

Australia-wide and internationally,

in addition to local talent such as

MCs Tina Alteri, Tim Gossage

and Russell Wolfe.

Entertain and excite your guests

Focus Promotions has

provided Perth with

band management,

events coordination and

theming ideas for more

than 30 years.

According to Focus Promotions

Entertainment Consultant Brian

Davidson, entertainment at an

event is critical.

“You can have the décor

looking fantastic, you can have

the meal sensational but if the

entertainment is not up to scratch

people are disappointed,” he said.

“When you consider the time

frames – the person is eating

for possibly an hour and there’s

pre-dinner drinks for half an hour

– the rest of the night is pretty

much up to those putting all the

bits together.

“People might say, the food

wasn’t that great but I had a

good night out, the comedian

was great or the band was great

and we had a good time.”

With 300 artists on its list, Focus

Promotions provides bands,

comedians, DJs, magicians,

presenters and speakers and

can organise all additional

features of a function, including

catering, theming, staging, sound

engineering and special effects.

“We look after bands like Felix

and the corporate ABBA spin-

off that plays in Perth. We also

provide theming ideas and any

support to the entertainment

factor itself,” Mr Davidson said.

Entertainment is critical

“We never give a client an

artist we have not seen or

recommend. We’re good at

selecting things for people.

That’s what most people come

to us for.”

Mr Davidson said people wanted

to enjoy the atmosphere of the

place. Entertainment makes

the event – and it pays to think

outside the square when coming

up with a theming idea.

“One event we did was a Cirque

du Soleil theme at Perth Zoo.

The zoo was lit up with all

different colours and we did a

Cirque du Soleil show with fi re-

throwers and trapeze,” he said.

“We lit the whole zoo up and it

was quite different. We had face

painters. It was really good fun.

“Those sorts of things excite

people and gets them up on

stage.”

Ms Ormsby being involved was

what excited guests and could

break the ice at a function.

“They want something they

can laugh at or to laugh at

themselves,” she said. “They

want to be involved – seeing the

unusual, seeing artists perform

things that aren’t believable.

“It’s about hitting the mark

with 99 per cent of the

audience. With theming and

production spent, rooms can be

transformed.”

Based in Western Australia, BBC

Entertainment knows WA venues

intimately and supports the local

industry.

“In our experience, it pays to

engage the services of a local

expert, rather than rely on the

often misinformed advice of the

agencies on the east coast,” Ms

Ormsby said.

“Having an expert team on the

ground in WA can make all the

difference to the success of your

event.”

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Creating memorable events

WA BUSINESS EVENTS10

“Where someone

needs assistance

presenting a

PowerPoint

presentation or

showing off their

DVDs, we provide

the equipment to

facilitate that, such as

projectors, screens

and lighting systems.”

AVPartners is an in-

house audio-visual

provider that looks

at the technical

requirements for

business events.

“We do audio-visual for anything

from a small boardroom meeting

to a gala dinner or a fi ve-day

conference,” AVPartners

Director Ryan Taylor said.

“Where someone needs

assistance presenting a

PowerPoint presentation or

showing off their DVDs, we

provide the equipment to

facilitate that, such as projectors,

screens and lighting systems.

“We will provide the sound

system for the entertainment,

we’ll do the lighting for the

dance fl oor and the room and

the theming.

“In terms of visuals, if there are

things that need to go up on

screen, DVDs to be played,

multimedia or PowerPoint, we’ll

make sure those screens are

crystal clear and everyone in the

room has a clear line of sight.

“We’re the link between what

the person is trying to present

and the outcome displayed to

the customer in the room.”

Lighting and audio is important

to creating an atmosphere within

a room.

Specialising in corporate

events, AVPartners has been in

business for almost fi ve years.

“Knowing the technology is only

half the job. The other half is

making sure the presenter feels

comfortable in putting their faith

in you to make them look good

in front of 2500 people they’re

about to present to,” Mr Taylor

said.

“There could be three different

lots of entertainment groups

coming in for one gala, for

example, and we’ve got to make

sure we cater for all of those.

“It’s important we tick all the

boxes; make sure we’ve got

everything covered they want

us to cover. At the same time,

we need to make sure it fi ts

within the client’s budget. It’s

sometimes challenging but

at the end of the day we’re

always trying to look for the best

outcome – that everyone who

attends has a good time.”

Mr Taylor said AVPartners was

constantly keeping up with

changing technology.

“Innovation is important in our

industry because it changes

every day. There are new

products and new equipment

coming into the market every

day and often clients want to

see this in their events,” he said.

“The clients are becoming

so much more familiar with

technology these days.

Innovation is a big thing; we

want to make sure we’re always

one step ahead of the game.

We’re looking at new products

all the time so we can make

sure we provide the latest and

greatest to make that client’s

event different to the next

client’s event.

“Gala dinners are held all the

time, conferences are held all

the time, we’ve got to keep it

interesting and make sure the

delegates want to come back

the next time.”

Get your audio-visual in check

As an events company,

Phenomenon organises

all aspects of event

production from theming,

audio-visual, multimedia,

graphic design and

entertainment and has

been doing so for 12

years.

“We’re looking for the next thing

that’s interesting and different.

We’re not interested in building

something someone already

had, we want to have that point

of difference,” Phenomenon

Director Paul Cumming said.

“What we try to do with the

client’s budget is get them the

best bang for their buck or

‘wow’ factor.

“It’s about making the room

– whether it’s a backyard or a

ballroom – look different to what

people are expecting or what

they’ve ever seen before.

“Listening to clients is imperative

to be able to pull up what they’re

after. It’s not just one thing that

creates a ‘wow’ factor. You’ve

also got to consider what they

did previously so it’s something

they haven’t seen.”

He said theming lifted the event

above the ordinary and was what

stuck in people’s memories.

“Nowadays people don’t want

to just have the night and move

on – they want to get leads out

of that event,” he said.

“They should be thinking: how

long will this event live, will people

be putting up photos of it on the

computer, will they remember

that event, will there be a video

online they can stream, will there

be a little souvenir at their table

so every time they use it they

remember that event.

“The theming brings all of that

together and means people will

remember it for a long time to

come.”

Phenomenal events 11

PERTH CONVENTION AND EXHIBITION CENTRE

Phone: +61 8 9338 0300 Email: connect@pcec.com.au Web: pcec.com.au

“It helps me

professionally

develop myself, it

helps me learn from

a conference and

bring that information

back to the WA

community.”

Dr Ann O’NeillDirectorangelhands

WA BUSINESS EVENTS12

As a community not-

for-profi t organisation,

angelhands helps

victims overcome violent

crime and was awarded

a City of Perth $10,000

Convention Scholarship

sponsored by the Perth

Convention Bureau’s

(PCB) Aspire program.

According to angelhands Director

Dr Ann O’Neill, the scholarship

provided the opportunity to

attend overseas conferences to

network with international peers

and much-needed professional

development.

The scholarship funded

attendance of the National

Victims of Crime Conference in

Sydney and the National Offi ce

Victims Assistance Conference

in Philadelphia last year.

“PCB provided us with guidance

around eligibility and general

information for applying for

this kind of scholarship. PCB

really helped focus us in the

right direction and was very

supportive,” Dr O’Neill said.

“It was about being able to attend

an international conference and

learn more about what’s been

done overseas, but certainly

promote the groundbreaking work

happening in WA.

Dr O’Neill holds a PhD in

International Health and is the

Secretary of Victim Support

Australia.

“Attending the conference

helps me professionally develop

myself, it helps me learn from

a conference and bring that

information back to the WA

community.”

With angelhands having limited

funding and relying mostly

on the help of volunteers, Dr

O’Neill said funding was very

hard to come by and these

opportunities would not have

been possible without the

scholarship.

“It was a rare opportunity for us

to be able to do professional

development and gather

information at an international

level, as well as promote people

coming here and seeing what

we and other service providers

do.

“The signifi cance is bringing it

back to WA and the capacity to

share those resources. It helps

WA be more responsive to the

needs of people affected by

violence.

“When an individual is affected

by crime or violence, it affects

their work, social life, time off,

sick leave – a lot of those types

of consequences impact on the

workplace.”

angelhands is working towards

bringing to Perth the Australian

National Victims of Crime

Conference in 2013 and the

International Victimology

Symposium in 2015, which

would not be possible without

the support offered by PCB.

PCB helps not-for-profi t

The Perth Mint has a

wide variety of coins

and gifts that make

perfect corporate

souvenirs for your next

event or a gift for your

clients.

“We have quite of variety of

products in our shops that

make good gifts,” Visitor

Experience Manager Cathy

Anza said.

“We have an ‘Engrave your own

Medallion’ product, which is quite

popular because we can put a

company logo or a personalised

message on one side.”

Perth Mint has a series of

themed coins, such as The

China Luna series and Discover

Australia, that make great gifts

for business clients and for

corporate functions.

“The China Luna series is very

popular with Chinese delegates,”

Ms Anza said. “We have the

Discover Australia series with all

the Australian animals and a lot

of people come in and buy those

in multiple. Many people take

those overseas as gifts.

“A lot of our coins have the

kangaroo, koala, kookaburra

and other animals and are

coloured so there’s a wide

variety to suit everyone.

“There are coins with the

image of Perth on the front

and you can have a logo or

personalised message on the

other side. It’s got the Perth

skyline and a swan on the river,

all in colour.

“All our Perth Mint coins are

very popular. They start from

$15 and if bought in quantities,

we can offer discounts for 100

and above.

“We also have a giftwear area

where we sell a lot of gold

products. We have a beautiful

gold bar paperweight. We

have keyrings and all sorts of

souvenirs relative to gold.

“People come to us because

our products are good quality

and there’s a lot of choice.

“The coins are Australian

products, affordable and can

be personalised, particularly the

medallions.”

As one of Perth’s premier tourist

destinations, at Perth Mint you

can have a guided tour, watch

gold pouring or have a small

private function for up to 40

people.

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WA BUSINESS EVENTS14

The second annual

Perth Event Show is set

to provide a fantastic

backdrop for anyone

who wants to plan

a business event in

Western Australia.

The exhibition can provide a

range of inspiring ideas for your

next event while you discover

new companies and new

products in the marketplace.

Types of companies include

venues, audio-visual,

staging, theming, furniture,

entertainment, organisers and

service companies.

Staged over one and a half

days, The Perth Event Show

will run from 2pm to 5pm on

Wednesday May 16 and 10am

to 5pm on Thursday May 17.

There will be an Opening

Lunch to begin proceedings

on Wednesday between 12pm

and 2pm, followed by a general

trade opening.

The keynote address of the

Opening Lunch will focus on

the new Perth Waterfront. The

development will be one of the

biggest infrastructure projects

for the city in coming years and

will become a natural part of

the tourism and business event

landscape. Waterfront Project

Director Glen Finn will run the

delegates through the planning

and what it will mean for the

city.

Seminars have been selected to

provide a range of education for

those interested in the business

events industry. Two stages

have been set aside with 11

seminars over the two days.

There will be a range of

incentives on offer from

exhibitors including the A List

Guide, complementary to all

visitors.

Laser Ranger will be running

a competition for best sharp

shooting visitors to win a

corporate function and Executive

PA subscribers will be able

to pick up a complementary

compendium valued at $29.95.

The inclusion of event app

ShowGizmo will provide an easy

exchange of business details

between buyers and sellers. The

app is now available for iPhone,

Blackberry and Android.

Meet and connect at The Perth Event Show

Join us and see just what makes Citigate Perth...

Citigreat!

See you at the Perth Event Show - stand 177

Perth’s perfect location for inspired events of any style, hosting up to 250 guests.

• Day Delegate packages from just $71 pp • Superb Residential packages • Brilliant West End CBD location • 6 contemporary, flexible function rooms • Most venues with natural light • Creative catering & menu options • 277 spacious & stylish guest rooms & suites • Extensive adjacent car parking • Free CAT bus transportation available nearby

Call 9327 7000 or visit www.citigateperthevents.com

UG

P_1

99

01

707 Wellington Street Perth WA 6000

General dates and times

Wednesday May 16

12pm – 2pm Industry Lunch (bookings essential)

2pm – 5pm Exhibition Open

5pm – 7pm The Perth Event Show After Dark (invitation only)

Thursday May 17

10am – 5pm Exhibition Open

Seminar dates and times

Wednesday May 16

2.30pm Event Trends – An industry panel including conferences, exhibitions and events

3pm Social Media – Chris Sylvester of Brandicoot

3.15pm Introducing Human Rhythms – Mickey Shaked

3.30pm What Comes After Plan B – Peter Clark of Arinex

4pm Events Apps are Future Focused – Josh Dry of ShowGizmo

Thursday May 17

10.30am We’re From the Bureau and We’re Here to Help – Anne Last of Perth Convention Bureau

11am Social Media – Chris Sylvester of Brandicoot

11.30am Introducing Human Rhythms – Mickey Shaked

11.45am Event Trends – An industry panel including conferences, exhibitions and events

12.15pm Events Apps are Future Focused – Josh Dry of ShowGizmo

1pm What Comes After Plan B – Peter Clark of Arinex

2pm Introducing Human Rhythms – Mickey Shaked

2.30pm Higher Learning for Events – Edith Cowan University

2.45pm Do I need a Liquor Licence – Jennifer Hilgendorf of Racing Gaming and LiquorPhoto courtesy of The Scene Team

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Cnr Dunkley Ave & Canning Hwy, Alfred Cove I 9330 6010natasha@tompkinsparkfunctions.net.au

Riverside Location Weddings I Corporate Events I Special Events I Two Large Rooms I Sundowners I Range of Buffets I Plated Menus I Cocktail Parties I Conference Rooms I Corporate Breakfasts I Ample Free Parking

TOMPKINS ON THE TOMPKINS ON THE SWANSWANFUNCTION CENTRE