Comexposium and Viparis CEO Renaud Hamaide began his tenure as president of global exhibition association UFI at its annual congress last November. Hamaide has been CEO of France’s Comexposium group, organiser of five of the top 10 exhibitions in France, since 2010. He is also executive CEO at Viparis, which manages most of the major exhibition venues in Paris.
Having shadowed outgoing president Chen Xianjin for one year as incoming president, he is due to take the hotseat as president at a time when the association numbers almost 600 members from 85 countries.
UFI, which represents the world’s leading trade show organisers and exhibition centre operators, as well as the major national and international exhibition associations, is expanding ties with Latin America among other new projects. EW caught up with Hamaide to find out more about the man who will be leading the association, and asks what new direction the leader of Comexposium can bring.
How did you get into the industry?
When I was in charge of development at the Unibail-Rodamco Group, I took care of acquiring assets for the exhibitions, establishing the company’s exhibitions department. This succeeded in creating Paris Expo, which I now take care of. In 2006 we acquired Exposium and in 2008, Exposium and Comexpo merged as well as Paris Expo and the Paris Chamber of Commerce and Industry to create Viparis. In global terms, this is my professional background in the exhibition industry.
What is Comexposium’s mission/focus for the next 24 months?
Comexposium’s strategy consists of concentrating on the products and brands that we are convinced we can bring to a leading position in their respective markets. All the products or exhibitions with which we could not practice this strategy were sold or ended up closing because of financial loss.
The goal behind our strategy is to develop brands organically, making them ‘the place to be in their’ respective sectors of activity. The acquisition of exhibitions, or their creation abroad through partnerships, has only one objective: to strengthen the brand’s value. Globally, we consider Comexposium an administrator of brands, embodied as an exhibition organiser.
How is Comexposium’s business apportioned geographically – in which geographic regions would you like to expand in the next 24 months?
Comexposium’s goal is not to develop abroad. Our goal is to develop our brands. If one of our means of strengthening them is to take them abroad, then we will. There are no predefined geographic regions. We choose the region where each brand can best express itself. This does not mean that 15 per cent of our business next year will be in China – that’s not what we’re saying. Rather, we want to take each brand and identify where it has the best possibility for expansion. If it is not the same destination as another, then so be it.
Are there any markets Comexposium is trying to enter that are simply not ready for high-quality international exhibitions? Does Comexposium go about promoting the potential for exhibitions in such countries to local or national government?
Comexposium’s will is not to extend on the international stage, just to extend internationally. Our external growth is not a strategy, it is an opportunity. If one day a blockbuster is for sale, we’ll be there. If it is just to fetch a piece of one of our opponents, which constitutes an exhibition at risk in a sector unfamiliar to us, we will not, regardless of the purchase price.
Is there a preferred model for international expansion at Comexposium, perhaps setting up satellite offices or buying local operators such as you’ve done in China?
We have our favorite methods, but one in particular stands out. We consider it difficult to go it alone when expanding our business abroad. We believe in the strength of the joint-venture system, in the strength of alliance, and in the principle that together we go further than we do when we are alone.
One of my favourite sayings is: ‘Alone I go faster, together we go further’. It is not our goal to buy operators, our goal is to purchase complementary products that will enhance the value of our brands.
Where would you like to see Comexposium in two years’ time?
Comexposium must remain the leader in its markets and ensure technological and digital innovation, connected to our expertise in each sector.
Our ambition is not to be the largest in size or profit. Our ambition is to become the inescapable route, the ‘place to be’ in every sector, ensuring the continued existence and development in the ecosystem of the brand through which we operate.
What work are you doing in Paris with Viparis?
The desire and strategy of Viparis is to improve the quality of its facilities in the city. To invest in bettering the exhibitions, because we are convinced that the growth of Viparis is initiated from the growth of its customers. Naturally Europe is not, and in the upcoming years will not be, a market able to double its growth. One of the main qualities of this business is a strong resistance to the economic climate, especially when there are event planners who direct and manage high-potential brands.
Obviously Viparis, with close to 630,000sqm of exhibition space – which is very important in Europe – distributed throughout 10 different areas in Paris and welcoming 335 exhibitions a year and nearly 500 business events, is one of the world leaders in site management for a destination that welcomes 10 million visitors throughout the sites.
One of Viparis’s biggest challenges in the upcoming years consists of investing close to EUR500m at the Paris Porte de Versailles site, in order to enhance it to the best international standards possible. Naturally we promote Paris as a destination.
Considering the importance we place in exhibitions, regardless of the location, our strategy is to take responsibility. To give and to promote the means of welcoming visitors, exhibitors and reaching all others so that they consider Paris the most beautiful destination for exhibitions. For the moment this strategy appears to be a winner, with a double digit growth rate in exhibition activity for the last three years, regardless of the difficult economic climate.
Can you outline any plans for your presidency at UFI? Perhaps the direction or areas in which you’d like to see greater international focus?
It is a responsibility and a considerable undertaking to represent almost 600 organisations in 85 countries. More than ever my role is to represent, promote and support the business interests of each of UFI’s members in relation to their market.
Above all, I would like to demonstrate and share my passion and professional experience, coupled with my leadership experience, to promote the exhibitions for which I am currently responsible within the Comexposium Group.
What do you do to relax when you’re not at work?
Often, when I am not at my office, I take the time to visit exhibitions. I find it very interesting and very instructive. Outside the exhibition atmosphere, I enjoy playing bridge and spending time with my family!
This was first published in issue 4/2013 of EW. Any comments? Email
exhibitionworld@mashmedia.net
