After decades in Naxxar, the international trade fair will be hosted by the Malta Fairs and Conventions Centre at the tensioned fabric structure (TFS) in Ta' Qali this year. Will it manage to draw the enormous crowds that had made the Naxxar venue an annual outing?
MFCC is a merger between Fairs and Exhibitions Ltd and Sign-It. The MFCC chief executive officer, Anita Attard, was appointed last July and has already managed to get through the first tests. Apart from huge, successful events like music concerts and conferences, the company also hosted four specialised fairs (the food and drink fair was cancelled because the election campaign was underway) with crowds averaging at 10,000.
"These are more or less the same levels that used to go to Naxxar," Ms Attard said.
"And we also were very satisfied by the number of exhibitors. Clearly, we need to expand. We are working to increase the number of exhibitors but for the first year, we are basically matching the turnover and number of what we had in 2006."
Amitex will be held at Ta' Qali while MFCC is planning to hold a boat show at the Valletta Waterfront in conjunction with the Powerboat P1 in June.
"The first reaction from the industry was not positive because it is three months later than the Naxxar one. But we believe that the exposure from the Powerboat P1, an established international event, will make up for the timing," she said.
What about the international fair? In Naxxar, many large companies had permanent sites that they merely needed to unlock and fill with stock. Now, not only will they have to organise stands, but they will also need to pay almost double what they did at Naxxar...
"You have to compare like with like. In Naxxar, exhibitors had long-term contracts. And Naxxar was run by a corporation while this is a limited liability company.You have to consider the value of the land now," Ms Attard pointed out, adding that the company was making considerable investments to improve things.
"At Naxxar, it was just tile or cement floors. We offer carpeting - and heating. What we are offering is on a par with foreign exhibition halls.
"We also ensure that the fairs get good coverage, as is obvious for those who follow our advertising and marketing campaigns on television, radio and newspapers. Of course, we are constantly striving to improve."
MFCC still believes in the international fair although the rationale a few decades age was very different to that now.
Still, she is hopeful that exhibitors will test the waters this year and will return if it is successful. MFCC recently issued an advert asking companies to send expressions of interest for participation in the fair and got 300 replies. Given that last year's fair had 306 exhibitors and the MFCC is targetting the same number that is quite encouraging, although Ms Attard stressed that the companies had not yet been told about layouts or rates.
"Still, we have not started to chase business," she said.
So much for exhibitors. What about visitors? With shopping complexes on every high street and retail magazines sent to households, is there still a need for retail fairs? MFCC decided to approach this issue scientifically and appointed an independent company to carry out a survey last autumn on the Ta' Qali site. The results were most encouraging. Over four out of five knew about the venue and a similar majority gave the TFS a score of 7.2 out of a possible 10.
"The survey found that 89.4 per cent like to see everything under one roof while 88.3 per cent prefer to see products before purchasing," she said.
"In Malta, it is not possible to see various outlets in one area so people like specialised fairs as they are saved a lot of trudging around - and it makes it so much easier to compare prices. This contradicts those showrooms who think that they can get the same response from open days as from coming to the fair. It simply does not fit in with what the consumers are saying.
"We can help by increasing the variety of items exhibited. So if you want to redecorate your home, you should find everything from tiles to furniture, from ecoproducts to accessories."
She also pointed out that Ta' Qali offers much more space, a more logical layout, more road accessibility and ample parking. This year, MFCC plans to have a village associated with the international fair, offering a mixture of smaller marquees and open air spaces, enabling them to offer different price levels for different levels of service. A market will cater for retailers who are better suited to a less formal stand, preventing the sometimes shabby look of trestle table displays. There will also be entertainment and wine bars.
"We are really trying to give it a different flavour so that even if you are not in the market to purchase something, it would still be a nice outing," she said.
MFCC is planning to do much more than just retail fairs. It is also working on exhibitions, aimed at marketing rather than actual selling, and at business-to-business fairs, all of which will add much more value to the economy.
One fair planned for the end of the year will be aimed at products and services for senior citizens, while another interesting niche is sports and leisure.
MFCC also appointed former Malta Tourism Authority chairman Romwald Lungaro Mifsud to manage its conference and incentive travel bookings. A business plan was drawn up and meetings were held with stakeholders. Things started to pick up after the Thomas Cook conference in 2006 proved that the MFCC had the venue and the expertise required for such large events. It helped that the conference won a gold award from Eventia International Awards, organised by CIT magazine. Other conferences followed, some held at Ta' Qali, others for which MFCC provided logistical support. Enquiries are coming in, slowly but steadily. One conference is booked for June.
"We had two major enquiries, one of which we will probably lose to another venue - but we would still provide logistical support. Another big one in September is also on the cards," she said.
"This business does not come straight away. Big conferences have a long lead time. We did not expect to have such a quick response. The fact that we had two major enquiries of over 2,000 delegates is very encouraging. We are now being recognised in the industry."
MFCC is now attending fairs and events overseas to promote itself. It also joined the MTA advertising campaign and is listed in the 2008 edition of the Meeting in Malta directory. It established its credentials by joining Meeting Professionals International and is now revamping its website.
It recently invested in large printers and is now able to make customised stands, broadcasting sets and stages.
"We are also restructuring the events section as there is considerable demand. This is where our expertise lies. It is working well. Our prices are competitive and we give a one-stop-shop service."
MFCC only has a temporary permit for the TFS, which will expire before the permanent site is completed. Is there an element of uncertainty? Ms Attard said that the company was always upfront with its clients.
"We are telling them where we stand and what our capabilities are; we are also showing them plans for the permanent site which will cater for more or less the same number of participants. The decision always lies with them. But we have to carry on promoting MFCC."
There will undoubtedly be pressure on the government to extend the TFS permit. Ms Attard declined to comment, saying only: "If you are bringing a conference to Malta of over 2,000 delegates, is Malta going to refuse it because we do not have a longer permit?
"We are here not only to promote MFCC but also the island. If you plan a permanent project, it is because you believe that it will generate more business for the island," she said.
MFCC, the only company to show interest in the tender for the permanent convention centre, is currently working with the Malta Environment and Planning Authority on the various impact assessments. The project is still at the outline application stage.
The convention centre is being given on a 65-year, negotiable lease. The site must form one complex including an exhibition and trade fair site, a convention and expo centre, indoor and outdoor options, childcare facilities, all amenities and landscaping.
However, no temporary or permanent residential accommodation can be included.
There are a number of design restrictions. For example, only 32 per cent of the 82,800-square-metre site can be built up and the height cannot exceed 10 metres (three storeys). This means that the new site will be more than four and a half times the current area available at the grounds of the Trade Fair in Naxxar.
The deadline for completion is just 36 months from the date of the emphyteutical contract.
MFCC is a merger between Fairs and Exhibitions Ltd and Sign-It. The MFCC chief executive officer, Anita Attard, was appointed last July and has already managed to get through the first tests. Apart from huge, successful events like music concerts and conferences, the company also hosted four specialised fairs (the food and drink fair was cancelled because the election campaign was underway) with crowds averaging at 10,000.
"These are more or less the same levels that used to go to Naxxar," Ms Attard said.
"And we also were very satisfied by the number of exhibitors. Clearly, we need to expand. We are working to increase the number of exhibitors but for the first year, we are basically matching the turnover and number of what we had in 2006."
Amitex will be held at Ta' Qali while MFCC is planning to hold a boat show at the Valletta Waterfront in conjunction with the Powerboat P1 in June.
"The first reaction from the industry was not positive because it is three months later than the Naxxar one. But we believe that the exposure from the Powerboat P1, an established international event, will make up for the timing," she said.
What about the international fair? In Naxxar, many large companies had permanent sites that they merely needed to unlock and fill with stock. Now, not only will they have to organise stands, but they will also need to pay almost double what they did at Naxxar...
"You have to compare like with like. In Naxxar, exhibitors had long-term contracts. And Naxxar was run by a corporation while this is a limited liability company.You have to consider the value of the land now," Ms Attard pointed out, adding that the company was making considerable investments to improve things.
"At Naxxar, it was just tile or cement floors. We offer carpeting - and heating. What we are offering is on a par with foreign exhibition halls.
"We also ensure that the fairs get good coverage, as is obvious for those who follow our advertising and marketing campaigns on television, radio and newspapers. Of course, we are constantly striving to improve."
MFCC still believes in the international fair although the rationale a few decades age was very different to that now.
Still, she is hopeful that exhibitors will test the waters this year and will return if it is successful. MFCC recently issued an advert asking companies to send expressions of interest for participation in the fair and got 300 replies. Given that last year's fair had 306 exhibitors and the MFCC is targetting the same number that is quite encouraging, although Ms Attard stressed that the companies had not yet been told about layouts or rates.
"Still, we have not started to chase business," she said.
So much for exhibitors. What about visitors? With shopping complexes on every high street and retail magazines sent to households, is there still a need for retail fairs? MFCC decided to approach this issue scientifically and appointed an independent company to carry out a survey last autumn on the Ta' Qali site. The results were most encouraging. Over four out of five knew about the venue and a similar majority gave the TFS a score of 7.2 out of a possible 10.
"The survey found that 89.4 per cent like to see everything under one roof while 88.3 per cent prefer to see products before purchasing," she said.
"In Malta, it is not possible to see various outlets in one area so people like specialised fairs as they are saved a lot of trudging around - and it makes it so much easier to compare prices. This contradicts those showrooms who think that they can get the same response from open days as from coming to the fair. It simply does not fit in with what the consumers are saying.
"We can help by increasing the variety of items exhibited. So if you want to redecorate your home, you should find everything from tiles to furniture, from ecoproducts to accessories."
She also pointed out that Ta' Qali offers much more space, a more logical layout, more road accessibility and ample parking. This year, MFCC plans to have a village associated with the international fair, offering a mixture of smaller marquees and open air spaces, enabling them to offer different price levels for different levels of service. A market will cater for retailers who are better suited to a less formal stand, preventing the sometimes shabby look of trestle table displays. There will also be entertainment and wine bars.
"We are really trying to give it a different flavour so that even if you are not in the market to purchase something, it would still be a nice outing," she said.
MFCC is planning to do much more than just retail fairs. It is also working on exhibitions, aimed at marketing rather than actual selling, and at business-to-business fairs, all of which will add much more value to the economy.
One fair planned for the end of the year will be aimed at products and services for senior citizens, while another interesting niche is sports and leisure.
MFCC also appointed former Malta Tourism Authority chairman Romwald Lungaro Mifsud to manage its conference and incentive travel bookings. A business plan was drawn up and meetings were held with stakeholders. Things started to pick up after the Thomas Cook conference in 2006 proved that the MFCC had the venue and the expertise required for such large events. It helped that the conference won a gold award from Eventia International Awards, organised by CIT magazine. Other conferences followed, some held at Ta' Qali, others for which MFCC provided logistical support. Enquiries are coming in, slowly but steadily. One conference is booked for June.
"We had two major enquiries, one of which we will probably lose to another venue - but we would still provide logistical support. Another big one in September is also on the cards," she said.
"This business does not come straight away. Big conferences have a long lead time. We did not expect to have such a quick response. The fact that we had two major enquiries of over 2,000 delegates is very encouraging. We are now being recognised in the industry."
MFCC is now attending fairs and events overseas to promote itself. It also joined the MTA advertising campaign and is listed in the 2008 edition of the Meeting in Malta directory. It established its credentials by joining Meeting Professionals International and is now revamping its website.
It recently invested in large printers and is now able to make customised stands, broadcasting sets and stages.
"We are also restructuring the events section as there is considerable demand. This is where our expertise lies. It is working well. Our prices are competitive and we give a one-stop-shop service."
MFCC only has a temporary permit for the TFS, which will expire before the permanent site is completed. Is there an element of uncertainty? Ms Attard said that the company was always upfront with its clients.
"We are telling them where we stand and what our capabilities are; we are also showing them plans for the permanent site which will cater for more or less the same number of participants. The decision always lies with them. But we have to carry on promoting MFCC."
There will undoubtedly be pressure on the government to extend the TFS permit. Ms Attard declined to comment, saying only: "If you are bringing a conference to Malta of over 2,000 delegates, is Malta going to refuse it because we do not have a longer permit?
"We are here not only to promote MFCC but also the island. If you plan a permanent project, it is because you believe that it will generate more business for the island," she said.
MFCC, the only company to show interest in the tender for the permanent convention centre, is currently working with the Malta Environment and Planning Authority on the various impact assessments. The project is still at the outline application stage.
The convention centre is being given on a 65-year, negotiable lease. The site must form one complex including an exhibition and trade fair site, a convention and expo centre, indoor and outdoor options, childcare facilities, all amenities and landscaping.
However, no temporary or permanent residential accommodation can be included.
There are a number of design restrictions. For example, only 32 per cent of the 82,800-square-metre site can be built up and the height cannot exceed 10 metres (three storeys). This means that the new site will be more than four and a half times the current area available at the grounds of the Trade Fair in Naxxar.
The deadline for completion is just 36 months from the date of the emphyteutical contract.