PALME looks to the future

PALME 2008 organiser IIR Exhibitions has hailed the event a success, reporting an increase in both attendance and floor space, but that statement has been met with a mixed response from some exhibitors.

Event director Alex Heuff claims PALME 2008 was the most successful instalment of the industry event to date, with more than 8500 visitors attending the exhibition over the three days, which housed 272 exhibitors representing 800 different companies.

"PALME 2008 was visually stunning and exhibitor feedback has been very positive. Compared to 2007 figures, exhibition floorspace increased by 20%, which was matched by a corresponding increase in the number of visitors," Heuff says.

According to Heuff, more regional and international visitors are attending PALME each year, cementing the show's credentials as a key international trade show for the pro light and sound, AV and systems integration industries.

"We achieved 40% rebooking onsite with many clients doubling the size of their stands for 2009, which is another indication the show met its key objective for the clients who took part," Heuff claims.

Although Heuff says crowd attendance was up on last year and exhibitor feedback was "very positive", feedback received from some exhibitors surveyed by S&S was less encouraging.

SAE Institute's associate regional director for Asia and the Middle East, Alexander Gehrig, says the marketing concept for PALME needs to be readdressed if IIR wants it to expand next year.

"IIR needs to readdress the show's marketing concept, its timing, size and who they are targeting it at. Nobody really knows about it. It may be that the market is still too immature here in Dubai," Gehrig claims.

Gehrig says he would like to see PALME run along similar lines to the industry's biggest annual event, Prolight + Sound held in Frankfurt.

"Prolight + Sound is well-established, everyone from pro audio to musical instrument manufacturers are there," he says.

"PALME is not delivering what we need and I think the alarm bells of the organisers should be ringing. We won't be participating next year and we are not the only ones who have made that decision.

Venuetech director of sales Charbel Zoghbi agreed with Gehrig's sentiments, adding that this year's show did not attract the number of high-quality delegates he was expecting.

"The show was very slow in terms of business sales and it didn't attract the kind of delegates we were hoping to see," Zoghbi says.

"In my opinion, I think our money could be better spent on another form of marketing and we will have to carefully consider if PALME is the best thing for us to be involved with in the future."

These comments have been echoed by other UAE-based companies that have been participating in PALME, many since its inception.

Despite some conflicting views of PALME's 2008 success, it did provide a platform for companies to network and to showcase new products.

PALME hosted the world premiere of new product launches from several companies, including Barco, Mackie, Tannoy, Senheiser, Reference Labs and Galtec.

This year also witnessed the re-launch of the Event 360 Exhibition, which Heuff says will be expanded for 2009 as the events industry continues to develop.

"Event 360 is a unique event dedicated to event organisers and suppliers, who plan, market, develop and manage everything from trade exhibitions to public events. Conference delegates benefited from the insight provided by keynote speakers on hosting world class events," Heuff says.

READERS' COMMENTS

MORE FROM ARABIANBUSINESS.COM