If you were hoping for a slow start to the year, your hopes were certainly dashed, but in a very good way. So far, 2024 has been very good to the events industry in Australia, and from what I have seen, events have shown very strong attendance across all industries. 

In the first quarter of 2024, I seized the opportunity to attend the 31st Asia Pacific Incentives and Meetings Event (AIME), one of the premier events in the event industry for Australia & New Zealand. I should disclose that, in the 25 years I have been in the corporate event industry, this is my first time attending. For almost my entire career, I never felt the need to go to something like AIME. I knew what I was doing; I didn’t need help from my ‘competitors’. But in 2023, I changed roles within the agency I’ve now been with for over a decade. In this new role, I knew I had to step up my learning.  So if like me, you’ve never attended this event and would like some insight, keep on reading.  

Last year marked the 30th Anniversary of AIME and the first major event industry event since the pandemic. Events and trade shows like AIME bring together both suppliers and customers and drive the power of face to face events stimulating millions of dollars for the Asia Pacific Events Industry. Aside from driving the economy, from what I have read, reports on the event were nothing short of glowing. The organising committee had gone all out to welcome everyone back, and there was a real buzz about the event. I felt now was the time to explore a side of the industry I had neglected and find out what I’d been missing. 

New to the event and all that was on offer, I didn’t want to commit too hard, but I also did not want to miss out. I did my research on what the program was and what I thought I wanted to see. I registered, upgraded my ticket to include the AIME Knowledge Program, and of course, I was not going to miss out on the event’s showpiece – the Welcome Event.

Glocalisation – what the?
I love a good opening and keynote; it’s what I have specialized in for most of my career. I was very keen to see what the industry had lined up to showcase. The focus this year was on ‘Glocalisation’! Yes, I had to Google that one too – essentially, it means applying the world’s best practices at home, or local adoption. The program had been curated to discuss what the industry is doing globally and implementing trends and practices here in Australia and New Zealand, with a focus on training and educating your people on the 4 P’s – People, Purpose, Practice, and Profit. 

After some inspiring words from the organising committee, the program kicked off with two keynotes: Lisa Ronson and Sebastian Terry. Lisa focused on the marketing side and ‘what is Glocalisation’, while Sebastian served as a very inspirational speaker. These were good keynotes to attend as we all struggle at times with picking guest speakers we have not used before. Showcasing to the industry is one surefire way to promote your agency, as was the case here with both Saxtons and ICMI picking their star players that aligned with this year’s message. Lisa was good, her message was sound, as were her credentials as to why we should heed her advice, but for me, Sebastian was the standout. I had seen Sebastian’s name on so many proposals over the years, but it wasn’t until seeing him in person that I connected with ‘why’ he has been put forward to me. This is a case in point as to why these events are so important. We can research until our hearts’ content, but unless you experience something, you just don’t know. Don’t get me started on site visits and the risks you run by booking blind.

The rest of the first day was filled with a well-curated and diverse range of sessions which focused on the core event theme of the 4P’s. Although most sessions seemed to be pseudo-sales pitches showcasing services, this should not detract from the sessions’ quality. I chose to attend one of the few sessions focused on AI, presented by the team at Geveme & JPL Media, as well as an insightful session on Diversity, Equity, and Inclusion. The latter highlighted the importance of making every aspect of your event accessible, ensuring that location, venue, menu, and all other aspects are designed with DEI in mind. My only complaint was the overwhelming number of sessions I would have liked to see, spread across too many rooms and squeezed into a limited timeframe. I would have preferred if the Welcome and Keynotes had started earlier to allow for more time to attend additional sessions. 

Show-stopping entertainment and immersive experiences
Following the Knowledge program, it was time to prepare for the Welcome. This year, the organisers chose Grazeland in Melbourne’s East, a short 15 min (or 30 in peak hour) drive away. I opted for the local’s choice of transport and caught the train, which many other AIME-ers appeared to follow suit. 

The night had been curated by event creative Fernando Barazza of Cirkus Bizurkus. Greeted by costumed performers, a bevvy of drink options, and food, the night showed promise. Again, this was a venue I had not discovered before and was pleasantly surprised by the openness and potential of the space. Fernando had transformed the already carnival-style space into a circus of roving performers, activated games, and activities. Certainly, some of the show sponsors had added their services to the night, including 360-degree and robotic video photobooths, which is a great way to showcase to the industry in a real-world environment.

The food was the standout, with no lines and a range of options that ensured no one could possibly complain that there was nothing there for them. It was hot, it was sweet, it was savory and salty, and for those wanting showbags, packaged sweets were given away as we departed for our coaches back to the city. I am sure Grazeland will see an influx of bookings in the coming months.

That was just Day 1; we hadn’t even seen what the trade show had to offer… certainly hard to top. Was the investment worth it? Definitely. While we all believe we are at the top of our game and some of us think we have ‘done it all’, we can never stop learning. From all that I saw and heard, I picked up some gold, some ideas that will hopefully serve me well, benefit my colleagues, and of course, my clients. 

The best in the industry know that every event is different, and that is why we love it, that is why we DO IT. Were there things that I thought could have been done better? Sure, but it’s not my event. Being within the industry, we all know there are reasons things are the way they are. It’s daunting putting yourself on show in front of your entire industry, in front of your peers; most of us prefer working in the shadows, behind the desk. Congratulations to AIME and everyone involved. Want to know more about the event, stay tuned to my next blog.