Exhibition News May 2019 - Page 60

Profile SUPPLIER FOCUS GES ALTERNATIVE VENUE The British Motor Museum Jason Stead, managing director – GES UK and Middle East on the company’s double EN Awards win, the saturated tech market and matching brand ambition What’s one thing you would change about the events industry? It’s an exciting time for the industry. Brands are increasingly looking for activations that create emotional connections, not just transactional opportunities. Exhibitions need to match that ambition and I’m confident we can - but it’ll need greater collaboration and a willingness to pilot new ideas to reach our full potential. What issue most affects your working life? Apart from my daily commute...it has to be data and technology. The event tech market is pretty saturated with some great products and some not so great. Data is readily available, but the real value comes from interpreting it to deliver actionable insights and that’s our focus – both as a business and for our clients. The best technology is one that works in the background and allows the event to be at the forefront of the experience. Julie Tew, managing director of the British Motor Museum on the venue’s return to the MICE market after a seven-year absence Tell us a bit about the history of the venue The Museum first opened in 1993 and has been hosting MICE events since that time. In 2012, Jaguar Land Rover approached the venue about hiring its space on an exclusive basis while it was going through a massive growth period. Now (available from July 2019) the Museum is returning to the open market. What kind of events does the Motor Museum host? We have flexible indoor and outdoor spaces that can host just about anything from standard conferences, exhibitions, and training events to gala dinners amongst the Museum’s cars and outside events like ‘Triumph Live’ which was for 5,000. What is the offering for exhibition organisers? How has your business changed over the past five years? We have been on a journey, transforming from an operations-led business to a customer- centric, service-led company. We were delighted to win two EN Awards last month – a terrific endorsement from our clients and the wider industry. We encourage our teams to innovate and find new solutions to customer pain points, and I’m proud of our focus on nurturing talent. The venue has over 2,000sqm of internal exhibition space as well as three large external arenas for outdoor events. The Conference and Exhibition Suite is 624sqm and the venues largest room. Located on the ground floor the Suite benefits from its own entrance, toilets and reception area. Adjoining the Suite is the Exhibition Gallery offering 686sqm of space. We have an experienced and dedicated team; each booking has a dedicated bookings coordinator (with a combined experience of 50 years) to look after you. The in-house operations team will ensure your rooms are set up correctly and any equipment needed is working and ready to go. Why do you enjoy working in events? It’s a truism but every day is different. We work in such a vibrant and dynamic industry. At GES, we are incredibly privileged to work on hundreds of different events in all kinds of industries. We are seeing more clients looking to deliver hybrid events that are heavily content-driven, with more of a focus on visitor experience. EN 60 — May What is the USP of the venue? It has to be the Museum – home to the world’s largest collection of historic British cars. There are over 300 on display and access for delegates to the Museum is included in all DDR packages. Dining amongst these rare and beautiful cars is a unique option and one that is sure to impress.