In a major coup for the hospitality and exhibition industries, Southern Sun Hotels and Sandton Convention Centre have concluded a strategic alliance with Reed Exhibitions South Africa, the country's leading exhibition organiser for business-to-business events.
In terms of the agreement Sandton Convention Centre, a Tsogo Sun development managed by Southern Sun Hotel Interests, will become the exclusive venue for all Reed Exhibitions' Gauteng-based events commencing January 2003. Reed Exhibitions SA, a subsidiary of Reed Exhibitions UK, the world's largest exhibition organiser, manages a total of 22 events spanning 24 months and attracting over 2500 exhibitors and over half a million visitors. Events to move to the Sandton Convention Centre include Hostex, incorporating Contract Furnishing, Securex, Computer Faire, Mixed Media and Marketing, Hardex, Pulse, Afribuild/Afriwater, Tel.com and the Gauteng Industrial Show.
The alliance will bring distinct benefits to exhibitors by enabling Reed to offer exhibitors and guests a number of value-added benefits available from both Sandton Convention Centre and Southern Sun Hotels. "One of the biggest drawcards for exhibitors," says Jo Melville, managing director of Reed Exhibitions, "is the centre's superb location in the business tourism hub of Gauteng. Research findings have conclusively shown that Sandton Convention Centre has the highest Attendance Draw Factor (ADF) when compared to other convention and exhibition venues in South Africa. "This effectively assures a higher number of visitors to exhibitions and delegates to conferences than any other convention centre." As the preferred accommodation partner, exhibitors and visitors will also be offered preferential rates at Southern Sun hotels.
Melville says the link with Southern Sun is important as the exhibition industry is increasingly coming under pressure from exhibitors to provide a bigger draw of international guests, particularly from African countries. In the drive to attract these guests one of the caveats is the ability to provide quality accommodation in close proximity to the venue.
Commenting on the alliance, Helder Pereira, managing director of Southern Sun Hotels says, "The strategic partnership will enable us to effectively combine our marketing thrusts and the strong exhibition expertise available from both parties to significantly strengthen the exhibition and business tourism component of our business."
In just over a year in which Sandton Convention Centre has been operating, it has demonstrated that it can host major exhibitions with seamless operation and efficiency. The centre has also been selected as the venue of choice for over 100 heads of state for the Johannesburg World Summit in August. This announcement is made on the eve of Sandton Convention Centre's bid to host the prestigious INDABA Tourism exhibition, previously held in Durban.
In South Africa, Sandton Convention Centre has introduced a new dimension to exhibition planning dispelling the myth that exhibitions should be held on large, flat sites well away from city centres. The venue's layout is in line with international trends and has already been successfully adopted by major global centres - Frankfurt and Washington providing two international examples. Locally, visitors have welcomed the modern format. "Our experience is that local and international visitors to exhibitions held at Sandton Convention Centre welcome not being confined to the outer limits of a town but being within walking distance of a wide range of hotel accommodation, shops, restaurants and other facilities," says Deon Viljoen, Sandton Convention Centre executive director and chairman of the Exhibition Association of Southern Africa (EXSA).
"Our multilevel exhibition venue was criticised as impractical before opening, but has, in fact, proved to be a distinct advantage for exhibitors," adds Viljoen. One reason is that visitors can move from one exhibit to another without having to go outdoors. This is particularly important in inclement weather, where the 'drifting away factor' comes into play. "The whole ambience of our venue encourages visitors to stay in one single building and move from one exhibit to another," says Viljoen.
Another benefit arising from the move to Sandton will be access to free secure, underground parking for exhibitors and visitors. Melville confirms that exhibitors will have underground parking on premise while visitors will have access to parking in Sandton City that Reed has agreed to bulk purchase. Commenting on the road infrastructure and ease of access she confirmed that the visitors would benefit significantly from the planned road upgrades that are being scheduled in preparation for the Johannesburg World Summit later this year. This strategic alliance further entrenches Johannesburg as the business hub of Southern Africa.
Jo Melville, Reed Exhibitions SA
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