EIBTM, the global hub for the meeting and events industry held annually in Barcelona, has unveiled a number of initiatives keyed to revamping the show floor for this year’s event.
The key driving force behind the re-design is to bring more balance to the exhibition floor and provide a better flow of visitor traffic to all areas. Framing the two ends with features to draw traffic through and creating two additional horizontal straight aisles and two central piazzas for networking will ensure a steady movement of traffic through the aisles on the show floor.
Event Planner Spain interviewed Jennifer Booth, Reed Travel Exhibitions, Operations Manager EIBTM, to get a low down on the new features planned for this year’s edition of EIBTM.
Why have you chosen this particular moment for introducing changes in the show floor design?
"As global event organisers, showcasing the best of the industry is key to everything we have set out to achieve in 2013. With the exhibition evolving at such a rapid rate and with our 10th anniversary in Barcelona ahead, we felt that it was an appropriate time to make some big changes which will enhance the experience of all of our attendees."
How will the addition of two new central aisles, piazzas and entrance area affect exhibition space?
"The EIBTM floor plan has been relatively static since we arrived in Barcelona and so we felt it was time to review how we can continue to innovate and to add value through the event layout and hall content. Introducing new features and an entrance area for hosted buyers will enhance the spaces available to exhibitors, with the features and their locations designed to aid the flow of traffic around the hall. We are still expecting over 3,200 exhibitors and sharing partners, so all we have done is to review certain areas of the hall space available to create the most efficient flow of traffic around the whole exhibition."
"All visitors will arrive the same as before at Acceso Sud, but hosted buyers arriving by official coach transfers will now have an enhanced entrance experience taking them through the conference centre and directly into the centre of the exhibition where they will be met by a new feature designed to house show information and a help desk, seating and refreshments – all that a visitor might need to help them effectively navigate the event and find the exhibitors, products and services that they are looking for."
Since the show’s F&B offerings are increasingly more in demand, what steps have been taken to tackle jams at peak hours?
"The Fira has several options for dining around the EIBTM halls including indoor and outdoor cafes and the Alternativa, a self-service restaurant. We offer hosted buyers lunch in the lounges, as well as the various receptions on exhibitor stands throughout each day where visitors can experience canapés and drinks to stay refreshed. However, EIBTM will, as part of the new floor plan, be introducing two new piazza areas that will complement the food and beverage offering."
Apart from the Catalonian tapas in the piazza of the European section of the hall, what will be on offer in the other piazza?
"The second new piazza feature area offers champagne and seafood, and will be located in the African section of the hall. This feature area will serve champagne, and has been designed to create an attractive space for networking, meetings and relaxation."
"The tapas piazza has been created as a direct result of feedback from the EIBTM Advisory Board, which indicated that we should introduce elements that showcase Barcelona and what it has to offer in terms of culture, food and events services. This was important to us as we realise that attendees are interested in engaging with Barcelona as a destination as well as the home of our event."
Could you tell us a bit about the new entrance feature?
"The new entrance feature will greet participants as they enter the exhibition hall, with all attendees entering the hall from the central walkway for the first time. The space has been designed to offer a more relaxed arrival experience with two new information and meeting points, lounge style seating, a help desk and small café along with industry magazines to peruse and a central activity area. The final design and features will continue to evolve and we hope will enhance the arrival experience of our attendees so we will have more information on all this over the coming months."
The 10th edition of EIBTM is scheduled to be held from 19-21 November at Fira de Barcelona (Gran Via).
