As the saying goes, if you can’t beat them, join them. In Singapore, conventions and events seem to be amalgamating at a faster pace than elsewhere.

Take, for example, EnviroAsia and the new Asia Fashion Exchange. In November 2007, Singapore Exhibition Services (SES) and Conference and Exhibition Management Services (CEMS) co-organised an environmental exhibition, EnviroAsia, in conjunction with SES’s CIA (controls, instrumentation and automation) show.

The trend shows maturity, but is the local market big enough to support such advanced changes?

Strategic fit
They had previously held separate exhibitions, EnvironmexAsia and EnviroAsia, but teamed up in what SES chief executive Stephen Tan called a “strategic fit between two experienced and respected exhibition organisers”.

At the time, CEMS managing director Edward Liu described EnviroAsia as a diversified and interactive platform that supported Singapore’s quest to become a world-class regional hub for environmental activities and offerings.

It seems he has been proved right. This biennial exhibition and conference for environmental, ecological and clean technologies in the waste, water, air and energy industries has become an established event – albeit now in the SES fold – establishing Singapore as a leader in this field.

Similar events have been launched in the past two years, such as the government-backed Singapore International Water Week and Singapore International Energy Week, which includes the privately organised Clean Energy Expo Asia and Power-Gen Asia.

Is the stage large enough to accommodate such a big cast? The market will decide.

Pooling events
Another operator amalgamating exhibitions and conferences is Terrapinn. It pooled three events in April – cards and payments, RFID and retail.

Richard Ireland, Terrapinn CEO Asia Pacific, says: “Co-locating events is one way organisers can create scale and, at the same time, ensure the unique needs of buyers and sellers are met. It also allows buyers and sellers from different communities to meet.”

But events must be related and have common themes. The combined branding under Cards Asia benefited all stakeholders.

“With five conferences, four workshops and three exhibitions located at Cards Asia, RFID Asia and Retail Solutions Asia 2010, attendees had the flexibility to choose the topics most relevant to their businesses and needs,” says Patricia Cheong, general manager of Terrapinn’s enterprise and telecom team.

Positive feedback bears this out. Rodelio Cayetano, chief technology officer, Bank of Commerce Philippines, was impressed with the attendees. “It was a successful event,” he says.

Future challenge
Will Singapore’s newly consolidated Asia Fashion Exchange (AFX) be as successful? The Textile and Fashion Federation has run the trade-oriented Singapore Fashion Week for more than 20 years. Singapore Tourism Board (STB) launched Singapore Fashion Festival in 2001, aiming to establish a regional fashion capital.

After a lengthy review, the two organisers decided to join forces, bring in more partners – both government and private sector – and launch AFX in April.

Andrew Phua, STB’s director of tourism shopping and dining, says: “With our strong MICE infrastructure, Singapore offers a unique setting for leaders of the fashion business to get together and exchange ideas.”

Events included Blueprint, a fashion trade show targeting regional and international fashion professionals, and Asia Fashion Summit, where more than 200 fashion industry professionals shared success stories and strategies. Audi Fashion Festival, the consumer component, drew an enthusiastic crowd.

Is merging the two fashion events the right formula?

Phua says: “We recognise that as a new brand, AFX will take time to grow. It will give the local fashion industry a boost and bring it one step closer to the international playing field.”

Singapore has shown that national and commercial goals, regardless of whether they’re driven by the public or private sector, can override sentiment, egos and vested interests.

There are a few other candidates for consolidation, but the industry is waiting to see how the current players fare.