SILMO Sydney gets thumbs up from surprised industry

In light of what appears to be a very well thought out launch and event for February 2017, at the by-then newly-opened Sydney International Convention Centre, Insight contacted Gary Fitz-Roy, managing director of Australian show organisers Expertise Events, to dig deeper.
We asked him what has the reaction been in the first few days?
“It’s very interesting. We have a higher number of bookings than we expected and so far 50 per cent are from companies who have not taken part in the current industry event either ever or for a number of years before our time over the last five or so years.
“It’s so rewarding to hear the enthusiasm and genuine excitent about the new event, which is going to have a very different feel and going to bring suppliers large and small together.
“Our focus is about offering a alternative that unites the industry not by company size or mbership but rather by common interest and to have a world-standard event that offers a new direction and new opportunities. Competition is good it’s what pushes people to do and deliver better.”
When asked about the background, Mr Fitz-Roy said:
“We have been in discussions with SILMO Paris since October last year. As you would be aware, they launched outside of Paris last year, organising the successful SILMO Istanbul fair, and Australia is the latest country to join the SILMO family of leading events.
“SILMO is working with us to deliver a world-standard event that sets a new bar level; a reinvigorated event. They have a large interest to ensure it is successful.
“Our investment in the optical market over the last five years showed that there was a need to create an event that was truly for the industry not just run by it; an event that injected newness and fresh thinking.
“Things like timing are important, actually crucial, ensuring events match the buying-and-selling cycles are the highest priority. With the international major shows running from late Septber to early Novber showcasing the latest releases and models, with supply in late January locally, overlaid with consumers using up their health-fund benefits before the end of the calendar year, coupled with the Christmas trade, February represents the right time to restock and if you’re going to you want to do it with the latest releases, not the year-before stock. SILMO Sydney will kick start the 2017 year’s sales.
“Another observation is the base rate. It’s simple really; our focus is allowing as many in the industry as possible the opportunity to participate, and by setting a maximum stand size so that expenditure is controlled, the ROI can be more easily measured and controlled.
“The discounts for interstate companies makes sense as their costs are higher than those based in the home state. That allows companies to put the energy into there products/services and networking activities to extend their involvent.
“All our revenue and energy is about delivering a first-class event that works for all.
“Strict guidelines are in place to control the quality of exhibitors on offer. The SILMO brand is internationally regarded for what it stands for so the selection process of exhibitors reflect this; we won’t simply accept a booking for the sake of it. In fact one of our focuses is attracting more unique designers who will all be on the one floor, which is something missing from mainstream shows: our goal is to have all exhibitors under the roof and at a standard.”
Mr Fitz-Roy said another interesting development is the establishment of a retail advisory group as all B2B events bring buyers and sellers together; it’s the fundamental reason for trade shows.
“However, what is sometimes lost is when the sellers dominate the say in the format when things need to be kept in balance considering every ones needs,” he said.
“Let’s face it, the event is ultimately run for retailers (buyers) so let’s match our offering to th and let th have a seat and say at the table.
“We are also developing educational activities under the umbrella of the Independent Retailers Conference and looking to provide sessions that deliver outcomes on running a more efficient and profitable business.
“And as part of our strategic plan, a percentage of the turnover will be directed to children’s eyesight charities. They will be selected by the advisory committees as just our way of giving back to kids in need. Companies’ participation automatically supports that initiative.”
SILMO Sydney will be held on 9-11 February 2017 at the new International Convention Centre, Darling Harbour.