According to the owners and organisers of the trade show, the residual effects of the global financial crisis, the consolidation of event suppliers, and reduced marketing budgets continue to impact the events industry, and therefore, the strength of the show. While the trade show opened at its peak in 2008, the 2009 edition occurred just as the effects of the financial crisis hit Australia, creating a substantial dent in the momentum and success on the show floor.
After the 2010 show, ETF consulted with industry representatives and visitors to receive feedback on the future of the show. Led by Jodie Richmond, General Manager & CEO, ETF made significant investments in changing the brand, the venue and the dates of the show. "We are committed to Melbourne's special event industry and have worked hard to build on the strength of ‘Party After Dark' and the ‘Event Master Class' elements, including making major changes for the 2011 show. However, the overall show format still doesn't appear to be fully resonating with the industry. Therefore, we have taken the decision to postpone the show for this year and focus our energies on better understanding the challenges and specific needs of Melbourne's event industry. We want to ensure the show is valuable and relevant in helping Melbourne's event industry rise to meet those challenges, now and in the future," said Richmond.
The coming months will also see consultations with industry members to pave the direction for 2013 and beyond.