Event seminars charts rise of the Asian Century

The Australian Business Events Expo and Sydney's Event Showcase started yesterday (14th August) with a discussion on the opportunities the 'Asian Century' brings to the Business Events and Business Tourism industries of Australia.

Opening the event, NSW Deputy Premier Andrew Stoner stated "50% of the inbound events secured by Business Events Sydney hail from Asia.

"Business Events play a crucial role in the development of a strong economy in NSW and the Asian Century represents a once in a lifetime opportunity."

Business Events Sydney Chief Executive Lyn Lewis-Smith added that the biggest change for Australian business was that Asia was fast becoming not only the producer of goods and services, but also the consumer.

Lewis-Smith stated "what our Asian clients really need from Australia is the professional development opportunities; there is a real desire to seek out learning and Australia is perfectly placed to provide quality educational experiences."

The international theme continued with the highly energetic and much anticipated key note speaker Cheryl Cecchetto, Founder & President, Sequoia Productions who wowed the full auditorium with examples of her high-profile work with The Oscars® Governors Ball and The Emmys® Governors Ball.

Her heavy emphasis on delivering the client's mission, something she has done for over 25 years with the Oscars®, Cecchetto provided the audience with tried and tested advice, explaining "the gradual change that comes about through continued progress, is the most impactful way to make a statement with repeat clients.

"Achieving the impossible and really going out on a limb is important. Sometimes you will fail, but thats OK."

Cecchetto revealed how she took a one word brief of 'RED' to be the inspiration for a 40 metre red rose ceiling treatment, that became the centrepiece of the 64th Governors Ball for the Emmys®.

She explained that inspiration can come from anywhere, adding "you can find inspiration from anything, if you can't, keep looking. I dont look to the internet, as I was brought up without it.

"One of my heroes is architect Paul Williams. He had the same challenge I had, to design venues that people dont want to leave. I need to create spaces celebrities and VIPs want to hang around in.

"However, the most important thing in events is business and branding to create a mark with the guest forever. You can brand your events in so many ways, not just the typical way with logos, but through the experience you create."

The Event Seminars continue today (Thursday 15th August) at the Sydney Convention and Exhibition Centre.

For more information go to www.eventshowcase.com.au

27th September 2012 - TOURISM AT THE TOP IN ASIAN CENTURY