A New Day for AIME
Connections: Trade Show + CVB
By Jessie States
Sandra Chipchase donned her Aussie cork hat and thought like an exhibitor.
“I want buyers, and I want them to be qualified,” she said, adjusting her metaphoric thinking cap. “I want to start new conversations with people who might do business with me. I want a trade show that’s easy to book and has good air access. I want a business center and affordable and healthy food on the trade show floor. I want CSR. And I want to learn.”
It seems it was time to shake things up, and Chipchase was just the lass to do it.
Reed Travel Exhibitions had been running the successful Asia-Pacific Incentives & Meetings Expo (AIME) for five years when Chipchase ascended to the helm of the show’s owner (Melbourne CVB) in April 2006. The event—established in 1993—was highly successful. But the bureau had taken a back seat in the affair’s organization for several years, and Chipchase likes to dirty her hands in new projects.
She dug in.
“It wasn’t about control, it was about raising the bar, and Reed welcomed the prospect with open arms,” she said. “I wanted this to be the region’s signature event.”
It would be unfair to say that show director Rosemarie Sama of Reed Travel was surprised by Chipchase’s interest in the show. She had worked with the CEO some years back at convention bureau Business Events Sydney.
“I knew her quite well before she joined the Melbourne CVB,” Sama recalled. “I knew her passion. She was going to turn things on their heads; I knew this.”
The welcome reception proved a likely starting place. Lesson 2 (or is it three?) about Chipchase: She refuses to throw a bad party.
“I love the welcome receptions of the ‘80s and ‘90s,” she said. “But people got cautious and started cutting budgets 10 years ago. The parties were boring, and we lost the opportunity to showcase what we do best. Today, we put a large portion of our budget toward the opening reception. More good business will be generated in those two hours than any other marketing opportunity we have. And everyone starts the show Tuesday morning happy.”
Her favorite venue is an empty one. This year, that meant the Goods Shed South, an unremarkable warehouse with concrete floors and rusted walls, memorable only for its sheer vastness. For an evening, it transformed into a circus of gourmet food stalls, traveling drink trolleys, floor and stage entertainment and a remarkably high-toned atmosphere despite—or perhaps due to—its rough personality.
But Chipchase has more than passion for party. That’s just where she starts. Her main focus is to ensure that AIME lives up to its Asia-Pacific name, bringing in more countries, destinations and international content every year to appeal to a greater audience of exhibitors and attendees. And she has broadened engagement with airline partners to create mutual business opportunities.
Buyer-side, Chipchase oversaw the creation of a tiered program—spanning fully hosted (confined to a strict agenda) and semi-hosted (a bit more freedom on the show floor) trade visitors. She also set about giving her buyers more destination choices—from Asia and beyond to Africa, the Middle East and Europe.
As for media, Chipchase understands the need for a good mix of publications and personalities. The CVB and Reed Travel have brought in new print and online trade show pubs and encouraged more pre-tour options. Population 30K Mildura hosted its first famil through AIME this year and the payback included the booking of a 500-person event; a great result for its first foray into the business events industry.
Meanwhile, Sama revels in the working relationship with her former colleague; she received an extension earlier this year when the Melbourne CVB re-upped the show contract with Reed Travel for another five years. “The collaboration between Melbourne and Reed Travel is essential for AIME’s success,” Sama said. “From my perspective, it’s a relief to know Sandra and her team are there to provide guidance and professionalism and passion.”
Chipchase knows she inherited a wonderful legacy, now it’s her challenge to add value to the Reed partnership.
“Our aim is not to be the biggest, but to be the best,” she said.