Simon Binns caught up with the chief executive of Clarion ATE.

IGG: How are you feeling ahead of ICE 2007, which will be the biggest ever?

PR: Nervous, but I always get nervous before all of our events. They mean a lot to me and my team. Also there is no denying that this is a big year for ICE. We have made some pretty radical changes to the floor plan and it is important that it works.

In support of that we have put an absolutely mammoth marketing and operational campaign together, probably the biggest for at least five years. Added to this, some markets face extremely challenging conditions at the moment and no matter what we do as organisers this will impact on the show.

The important thing is that we have done everything possible to give the show, its exhibitors and visitors the best possibility of success. We carry that responsibility very heavily and I think we would not be showing respect if we were not on the crossover between excited and nervous.

IGG: Can the exhibition continue to develop at such a pace and do you have a battle plan for the next five years?

PR: I don’t think it can if I’m completely honest, certainly at the current rate. Shows reflect markets, they rarely lead them, so the answer will be determined by the market. Our strategy is to reflect what is happening and to deliver the best possible event for our customers.

As for a battle plan, if anyone knows exactly what will be happening in five years can they please tell me, because I would love to know!

IGG: Some people might think that exhibitions serve no purpose in a digital age: how would you respond?

PR: Quite the contrary. I think as the world gets busier and travel becomes more expensive, more and more people will do everyday business via the internet and other remote channels. Far from damaging conferences and trade shows, this increases the need for people to get together and learn, meet and socialise in environments where they do as much as possible.

If an exhibitor who sees 10, 20, 50 or 100 clients at a show had to travel to see them one by one, how long would that take and how much would it cost? You can see everything at once in one place over three days at ICE. You shortlist the things that you want to know more about and follow them up.

I still learn more at half a day at a conference or a day at a show than I do in a week in my office.

IGG: How do you think that ICE is viewed by the industry compared to say G2E?

PR: I would hope the industry sees them both as what they are. G2E is a great show that services its domestic market perfectly and because of its importance has great influence on the rest of the world. Everyone loves Vegas and wouldn’t miss it, it is certainly the biggest casino show in the world and many probably still see it as the lead event in that respect.

ICE serves a very different market and, I hope, serves it equally well. Our scope is rather more focused than G2E and excludes the food and beverage and other non-gaming elements because they are not so relevant to the European market.

Comparison is largely irrelevant, the shows are there to serve their markets and these are very different, so logically the shows will be very different. How well they serve their markets is the real question.

IGG: What do you think are the key differentials between ICE and its competitors?

PR: Difficult to quantify really, beyond the fact that we are indisputably the most international. In 2006 we had over 100 nations represented. I don’t think anyone comes near us on this particular measure.

ICE also enjoys a reputation as being the ‘place’ to do business, which means that exhibitors timetable their R&D programmes to launch in London. Such is the frenzy of product debuts that if it’s not in London, it probably hasn’t been invented yet!

IGG: How do you think events in Russia and the US will impact on ICE and ICEi respectively?

PR: Not to be facetious but I would think that there will be less business done that is relevant to the legislated parts of these markets.

Having said that, this industry is always looking for new markets and jurisdictions, new opportunities and new technologies so as those two markets have temporarily closed their doors, suppliers and buyers alike are already looking for alternatives, with the focus firmly on London.

IGG: This is the second show under the ownership of Clarion ATE: is there a stronger commercial pressure for your team to deliver than under the previous trade association ownership?

PR: Too many people underestimate just how focused and business-like ATE was under the ATE board of directors.

Of course there have been changes in practice and focus but the main driver for the whole ATE team is to produce the best possible event that delivers greatest service to the industries they serve. That won’t change.