Organisers’ growing appetite for confex format events inspired an award-winning catering experiment at Suntec Singapore Convention and Exhibition Centre (Suntec Singapore).
The venue’s chief executive, Arun Madhok, said HRM Asia, organiser of the annual HR Summit, challenged Suntec Singapore to inspire over 4,000 delegates to spend more time networking in the event’s exhibition area.
“We knew a lot of delegates would be foodies, because Singapore has a very strong food culture,” said Madhok of the 2014 event.
To entice visitors to stay, mingle and explore exhibitors’ displays, Suntec chefs created a ‘dessert safari’ comprising 27 culinary treats over nine stations. To sample every dessert, visitors had to work their way across the show floor.
“At each station we had two desserts that delegates could pick up and go, and one that was prepared live on the spot to add to the showmanship.
“As a consequence, while people were waiting for dessert it gave booth operators a chance to approach them and chat,” Madhok said.
Meanwhile, the delicious treats sparked conversation between delegates. “It was an instant icebreaker,” Madhok said. The team has recently added cocktail and champagne bars to the in-demand concept.
The idea impressed judges at the recent UFI London Catering Tour, where Suntec’s team received the 2015 UFI Innovative Catering Concepts Award.
