Organising
exhibitions can be a large undertaking for an event manager. Some managers work
all year long to organise a single event. Exhibitions can be small or they can
be massive, large-scale events. For example, you might be asked to organise a
small art exhibition of local artists in a small town. Alternatively you might
be asked to organise something like an exhibition at a major museum, for a major cultural festival, or something equally momentous.
The organisation and
planning required for events of this size will most probably require a team of
organisers and many staff. You need to be aware of how to run and manage
large-scale events just as well as how to run and manage smaller events.
What is
an exhibition?
An exhibition is an organised display or presentation of a
selection of items. So the Queen Of
England may have an exhibition of the Crown Jewels. Fashion designers will have
a display of their new fashions at London Fashion Week and so on. It is an
opportunity for people to show off something to other people.
When
considering exhibitions, you also have to consider the motives behind it.
For
example, fashion designers will be wanting to show off their new designs to the
world, so that they will be seen in the media, on TV and by the public. BUT
they also want to sell their new ranges. So they will want fashion buyers there
as well, in order to highlight the new range, interest the buyers and get it
into the shops. So the motives here are to gain the limelight and to sell
something.
For an
exhibition of the Crown Jewels, there are other motives. Firstly, the
organisers may be trying to educate people, to let them see the Crown Jewels
and learn the history behind them. There will also be a motive to attract
tourists from both inside and outside the UK. There will also be a financial
motive. People may have to pay to get into the exhibition. There may be guide
books to buy, also a gift stall, so there will undoubtedly be a financial
motive as well.
So when
planning any exhibition, consider what the motives behind it are.
Scope of Work for Exhibition Organisers
The first, and sometimes most difficult task is to get things to exhibit.
- Closed exhibitions are relatively easy in this respect. These are exhibitions where you are approached by an organisation that has something to exhibit, for example: a collection of artworks, being brought to your country from another country, or a collectables to be exhibited by members of a club or society.
- Open exhibitions are ones that invite anyone relevant to exhibit. They might be a wedding or travel expo, a car show or garden show, or anything else. This type of exhibition usually seeks to attract exhibitors from industry who will pay for display stand space.
The biggest challenge for an exhibition organiser is often to generate income.
Income may come from sponsors, from stand fees, from gate fees, and perhaps from catering income, sales of programs or other incidentals.
There must be a perceived benefit to to the people who provide income.
If stand fees are too high, there is insufficient value for exhibitors to participate; and there may be too few exhibitors to attract visitors. If gate fees are too high, visitors will be discouraged from coming.
If income is not high enough, it will be impossible to fund advertising at a level that will attract visitors.
Making an exhibition a success, depends upon many things; and being a successful exhibition organiser requires skill in financial and operations management as well as an entrepreneurial skill and a marketing flair.
This can be an exciting career path, stressful for some, but very stimulating for others. It can be risky if you don't know what you are doing; but with knowledge and a little luck, it can be very financially rewarding.