There is a new event on the calendar for the security industry in 2019: The Security Event 2019, 9-11 April, at NEC, Birmingham. For additional details and a preview of the new trade show and conference, we spoke with Tristan Norman, Founding Partner and Event Director, The Security Event. Q: It seems recently that some trade shows have been on the decline in terms of exhibit size and attendance. Why does the physical security industry need another trade show? Norman: I think there are numerous factors that play into the decline of trade shows in general and not something that is limited to the security industry. Those events that are suffering are no longer serving their target market or have failed to adapt to the changes in the industry they serve. However, what we are seeing now is the rise of focused, more “evolved” trade events which fulfil a gap in the industry event calendar and provide something new and fresh to a disillusioned audience. Q: What will be unique about The Security Event, and what role will it serve in bringing together buyers and sellers in the market? Where (geographically) will attendees come from? What we are seeing is a rise of trade events which provide something fresh to a disillusioned audience Norman: The driving ethos behind The Security Event is that we are “designed by the industry, for the industry.” We were able to start with a blank canvas and take onboard all the feedback from stakeholders throughout the security buying chain and create an event that is sustainable and fit for purpose. We see the role of the event as a very important one – to truly reconnect the currently fragmented UK commercial security industry, back at the NEC in Birmingham. We had originally anticipated that this would be an almost-exclusively UK event in year one. However, we have seen significant interest from potential visitors from across the wider EMEA region who are keen to do business in the UK. We formed a strategic alliance with Security Essen to help facilitate and strengthen our reach in these regions through additional marketing and PR activities. Consequently, early registrations indicate that it will be approximately an 80% UK and 20% international split. Q: What conference programming is being planned to augment the trade show event? Norman: Content will be delivered across three focused theatres, serving the needs of our audience throughout the buying chain. Emphasis will be placed on the latest technology innovations impacting the industry, practical advice on the most pressing issues facing security technicians, and important industry updates and insights. All sessions are focused on delivering tangible benefits to ensure professionals are equipped to stay relevant and to grow their business and we’re excited to be working with key industry bodies, innovators and experts to deliver the programme. We look forward to announcing those in coming weeks. Exhibitors want to re-engage with the thousands of industry colleagues who no longer attend other events on offer Q: Comparisons to IFSEC are inevitable. How will The Security Event be different than the IFSEC Security and Fire shows? What are the advantages of locating at Birmingham NEC? Norman: Both The Security Event and The Fire Safety Event, based at the NEC are completely different to any other trade show in the UK. We pride ourselves in creating a business platform that puts the exhibitors’ needs first, by limiting the size of stands and total number of exhibitors as well as creating a comprehensive CPD accredited educational programme for the visitors. Q: Which big industry players are supporting the launch of The Security Event, and what feedback are you hearing in terms of why they signed up at the show's inception? If a global manufacturer has a footprint in both the US and Europe, any tradeshow will be managed locally Norman: Our founding partners are Assa Abloy, Avigilon, Anixter, Comelit, Dahua, Honeywell, TDSi, Texecom, Tyco and Videcon. The full list of exhibitors and supporting partners can be found on our website. The reasons why they have signed up are very simple. They all see the exact same gap in the industry event landscape as we do. We believe there is a need for a 3-day channel focused commercial security exhibition based at The NEC in Birmingham. Our exhibitors want to re-engage with the thousands of industry colleagues who no longer attend the other events on offer. Q: Your 2019 show will be the same week as ISC West in Las Vegas. Do you think the competitive calendar will be a factor? Norman: In terms of our both our audience and our exhibiting base there is very little overlap with ISC West. Generally, if a global manufacturer has a footprint in both the US and Europe, any tradeshow will be managed locally so we haven’t observed any issues so far. We do acknowledge that having two shows at the same time globally isn’t ideal and we have moved our dates in 2020 to the 28-30 April to mitigate this going forward. The Security Event 2020 will not clash with Las Vegas' ISC West 2020 as it will in 2019, says Norman Q: How will you measure success in the first year of the show? What measurements (show size, number of attendees, exhibitor feedback, etc.) will constitute a "successful" first year for the show?Security Event will continue to evolve year after year, but will intent to stay true to the event's original concept Norman: Great question – the most important barometer of success for me and the team next April is the general industry reaction, after all, this show was created for them. Furthermore, it is vital to us that our exhibitors feel they have achieved their objectives for the show, whether it be quality, quantity of leads or raising awareness of a new product launch. We’ll also be keen to understand how satisfied visitors are with the event, including their views of the content, access to new products/services, effectiveness of the out of hours networking, etc. We are anticipating 6,000 visitors over the 3 days and I believe if we achieve this goal, we will have a strong rebooking on site, laying a great foundation for our 2020 event. Q: How would you expect/hope the show would continue to evolve in coming years? Norman: I hope over the next few years The Security Event cements itself as the industry’s favourite trade show and that exhibitors and visitors alike look forward to every year for both the business opportunities at the event and the networking outside of it. The Security Event will continue to evolve year after year, but I am determined that we stay true to our original concept and the principles on which the show was founded. After all, it is this formula that has proved to be so popular to date.
Western Business Exhibitions (WBE), host of the industry’s newest exhibition – The Security Event – powered by Security Essen, is pleased to announce another ground-breaking strategic partnership with Nineteen Events and International Security Expo. The collaboration aims to provide clarity to the marketplace and demonstrate the comprehensive coverage of complementary industry segments that each platform offers. The Security Event is a brand-new exhibition for the UK’s security industry, taking place on 9–11 April 2019 at the NEC, Birmingham. The core vision of the event is to create a dedicated platform that levels the playing field, enabling exhibitors, installers and end users alike to reconnect. Spearheaded by ten of the industry’s major players, The Security Event will host over 100 of the world’s leading security brands. With the support of both Security Essen and International Security Expo behind it, The Security Event is continuing to go from strength to strength The initial market reaction to The Security Event since its launch in January has been incredible, leading to WBE extending its tenancy to 2020. Now with the support of both Security Essen and International Security Expo behind it, The Security Event is continuing to go from strength to strength. Focussed on different security markets Peter Jones, Chief Executive of Nineteen events comments, “I am delighted to engage in this partnership to support The Security Event. Its organised by a professional and very credible team who have finally brought the show back to its rightful home at the NEC, Birmingham. There is a clear difference between our shows with International Security Expo in London focused primarily on End-User/Government and The Security Event at the NEC primarily focused on the Channel market. “Furthermore, with the two shows being held at opposite ends of the calendar, April & November, it’s a perfect alliance. We will fully support the Western team with our 16 years of security sector know-how, marketing/PR support and alignment with our global database of over 180,000 security professionals. We look forward to two very busy shows and a long-term successful partnership.” Event to be held at NEC The inaugural edition of The Security Event will be co-located at the NEC in Birmingham alongside three highly successful and established exhibitions from the WBE portfolio: The Fire Safety Event, The Health & Safety Event and The Facilities Event. It will be the first time a major security event has been held at the venue for more than five years. The NEC has developed a strong relationship with WBE and we are delighted to welcome The Security Event to our venue" Richard Mann, Market Development Director at the NEC commented, “Over many years, the NEC has developed a strong relationship with Western Business Exhibitions and we are delighted to welcome The Security Event to our venue. Furthermore, the combined industry knowledge and experience resulting from WBE’s partnership with Nineteen Events and Messe Essen further supports our own commitment to providing the very best experience for organisers, exhibitors and all our visitors.” Collaborating to create the best platforms Tristan Norman, Founder & Event Director of The Security Event adds, “We are thrilled to be working with Peter and the team at Nineteen events, they have a tremendous pedigree in the sector and run a world-class event at Olympia every year. As event organisers, we felt that there is a need to clarify the positioning of each event to the industry and that working together will enable us both to create the best platforms possible for our different segments of the industry. “We are immensely excited about the potential of what can be achieved together to support the growth of the UK security industry and look forward to the first opportunity to collaborate with Peter and his team at the International Security Expo in November.”
With the inaugural edition of The Security Event less than nine months from now in April 2019, preparations are now stepping up another gear. To ensure the success of the exhibition, Western Business Exhibitions has put together a formidable team to develop and promote the show to exhibitors and visitors alike. With decades of knowledge and experience between them, the team behind The Security Event are poised to deliver a truly world-class exhibition. Fire safety & security As one of the its founders, Tristan Norman has utilised his seven years of industry knowledge built as Head of Business Development on UBM’s Fire and Security portfolios to create ‘The Security Event’. As Event Director and Founding Partner, Tristan ultimately oversees the event and helps shape its direction along with input from the industry. It’s fantastic that we have been able to bring onboard such an excellent, knowledgeable and industry-recognised team to help execute the event" Tristan commented, “The opportunity to create a brand-new event designed by the industry for the industry doesn’t happen very often. The Security Event has been able to do just that and since its launch, the feedback and overwhelming support has been amazing. I look forward to working with all our founding partners, exhibitors and associations towards creating the best and most sustainable platform to do business in the UK. Finally, it’s fantastic that we have been able to bring onboard such an excellent, knowledgeable and industry-recognised team to help execute the event – I am confident that our combined experience will ensure ‘The Security Event’ is a brilliant success.” Key figure of IFSEC / FIREX Joining the team in September, Peter Poole will play a key role as an event consultant, developing the show’s proposition and strategy as well as working with partners and exhibitors to ensure a successful return to the industry’s home at the NEC Birmingham. Peter has spent thirteen years in the security industry as a key figure of IFSEC / FIREX - helping businesses connect, promote and develop their international growth through exposure and new revenue opportunities. Peter commented, “Having met with WBE, I was extremely impressed with their vision of ‘The Security Event’ and the overwhelming support the industry has shown. I very much look forward to helping launch the inaugural event.” Expert global security event coordinator Kristan has 10 years’ experience delivering events in the security sector. From 2005 he played a major role in the growth of a global security event portfolio, where he was responsible for developing the international business at the flagship UK event. As International Event Manager, he led successful launches of events in India, South Africa, Nigeria, Saudi Arabia, Malaysia and Istanbul. Over that time, he has built a wealth of experience within the sector and retains strong relationships within the industry. After taking a sabbatical in Africa in 2015, he has worked with a range of clients, contributing to award-winning launches and events. There is an ideal opportunity for a security exhibition to serve the UK market at the NEC" Kristan commented, “There is an ideal opportunity for a security exhibition to serve the UK market at the NEC and I’m pleased to reunite with former peers to deliver a comprehensive content programme for UK security professionals, delivered by key industry bodies, technology leaders and industry experts”. Integrated multichannel marketing strategy Sarah will be leading the marketing activities for The Security Event, driving visitor registration leading up to and at the event through an integrated, multichannel marketing strategy. Having previously worked with a range of security manufacturers including several of the event’s Founding Partners, she brings a unique perspective to the team. Sarah commented, “We are all proud of the event that we’re building here and I’m keen to communicate the value it will deliver across the UK security industry. This event will provide an ideal platform for exhibitors and visitors to come together and my goal is to make sure our audience sees The Security Event as a must-visit.”
Peter Poole and Tristan Norman has been appointed as Sales Director and Head of Business Development Security & Fire, respectively IFSEC Global Security & Fire Portfolio is pleased to announce expansion plans to continue to grow the worldwide show IFSEC International. Peter Poole has been appointed as Sales Director and will be responsible for all commercial activity across the portfolio whilst leading the sales team and the network of global agents to continue to grow on the success of both leading events. Previously Event Manager on IFSEC, Poole will also take on FIREX International, a show that he developed nearly 10 years ago when he joined UBM. To support the growth of IFSEC International, Tristan Norman has been appointed as Head of Business Development Security & Fire to further expand the opportunities of demonstrating the latest technology in the security and fire industries. Commenting on the team development Gerry Dunphy, Event Director, IFSEC Global Security & Fire Portfolio, said: “This is an exciting time for the IFSEC team as we expand and ensure we continue to showcase all future technologies and set the agenda for the security industry. We’re looking forward to this next chapter of growth for the team.”
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