Clarion ATE chief executive talks about the biggest ICE show ever
PETER RUSBRIDGE ON ICE 2007




One month ahead of the doors opening to Earls Court and ICE 2007, we spoke to Peter Rusbridge, Chief Executive of show organisers Clarion ATE, for a taster of what’s to come…

Q: How are you feeling ahead of ICE 2007, which will be the biggest ever?
A: 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, and it is important that that works. Added to all 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, as organisers 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.

Q: Can the exhibition continue to develop at such a pace and do you have a battle plan for the next five years?
A: I don’t think it can if I’m completely honest, certainly at the current rate. Anyway, my views are well known that shows reflect markets and they rarely lead them. So the answer will be determined by the market and our strategy is to reflect what is happening and to deliver the best possible event for our customers.
As for a battle plan, it stretches as far as 25 January 2007 at present and if anyone knows exactly what will be happening in 5 years can they please tell me because I would love to know!

Q: Some people might think that exhibitions serve no purpose in a digital age: how would you respond?
A: 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? Similarly ICE is the Tesco or Wal-mart of the gaming industry. You can see everything there at once in one place over three days. From there you short list the things that you want to know more about and follow them up.
Like everyone else these days I spend half of my working day answering emails or researching things on the internet. 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.

Q: How do you think that ICE is viewed by the industry compared to say G2E?
A: 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 focussed than G2E and excludes the F&B and other non-gaming elements because they are not so relevant to the European market. People love coming to London and the rate of change in western and eastern European markets make it equally influential in global terms.
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.

Q: What do you think are the key differentials between ICE and its competitors?
A: 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. Of course we also have the benefits of two co-located events – ICEi and ATEI – both of which serve as a magnet.
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!

Q: Has the show got its own equivalent of the Coca-Cola recipe?
A: Yes, in so much that Coca-Cola is not the world’s number one brand by accident. They work very hard and they are passionate about the brand and product quality.
But ICE is different because we can only claim to have the recipe right for a day or so when the show is on and people have turned up and are buying and selling and the myriad of other things that happen at the event. The minute the show closes that particular recipe is torn up and we have to go about creating a new one for the next show; we are always fine-tuning the product.

Q: How do you think events in Russia and the United States will impact on ICE and ICEi respectively?
A: 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.

Q: 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?
A: I think the answer to this is that too many people underestimate just how focussed and business like ATE was under the ATE Board of Directors. If you look at the pedigree of the people on the ATE Board - all past presidents of the trade association, all major figures in the industry and extremely successful businessmen – they weren’t going to run a shabby outfit!
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.