The Royal Highland Centre in Edinburgh has secured £30m to expand its events offering. Nadia Cameron finds out why this understated venue is determined to raise its exhibition profile.
Glasgow and its Scottish Exhibition and Conference Centre has arguably overshadowed other exhibition locations in Scotland for consumer and trade show business. But this could be set to change as the Edinburgh-based Royal Highland Centre embarks on a £30m campaign to improve its exhibition and meetings facilities.
How important is the venue to the success of your exhibition? EN asks organisers and venues for their views.
The venue you choose for your exhibition can have a significant bearing on the types of visitors that end up on the show floor. But are there other ways a venue can influence your event’s short and long-term future? Below are some industry insights.
Who visits your shows? What makes you so sure they are the right fit? Mike Trudeau discusses these questions and more.
Your visitor pool has many qualities you can measure. Man or woman? Age? Do they own cars? Homes? Have kids? Earnings? The list goes on. EN wanted to find out how an organiser can use this information to optimise visitor – and hopefully exhibitor – experience on the show floor.
Is there a sure-fire recipe for a successful show brand? EN asks event industry personalities to share their thoughts and experiences.
What factors contribute most to an exhibition brand? Is it location, celebrity factor, hook-ups with existing TV or product brands, slick marketing or intelligent use of your show floorplan? And does brand mean as much for a trade show as a consumer one? We asked three organisers.
Doug Emslie is the MD of UK-based, internationally placed Tarsus Group. He catches up with EN to discuss his company’s growth trajectory, emerging markets and why exhibition organisers need to get back to the visitor.