Singex announced MAX Atria in February, a US$43 million expansion that will add 6,000 sqm of space to Expo, mainly for meetings. Expo has 10 conference halls and meeting rooms as well as eight mobile conference rooms on two levels, but is perceived mainly as an exhibition venue.
The trade’s view is generally positive, with little concern about inconvenience in the interim. Kevin Cheong, managing director of Meemo, a corporate events organiser, says the new wing makes Expo relevant for other types of business events such as meetings and conferences.
Greener options
“We have been seeking greener options in the organisation and location of events. Natural surroundings minimise the use of artificial landscaping and generally provide a greener effect. We use less electricity in air-conditioning and natural lighting cuts the need for artificial lighting, thereby saving electricity,” says Cheong.
The growing financial and logistics community in Changi Business Park, close to Expo, should snap up the 23 new meeting rooms and pre-function areas when they are completed in 12 months. The 314-room business-targeted Modena hotel residences will also open in 2013.
Local growth
Singex CEO Aloysius Arlando, says: “The anticipated additional catchment of 20,000 surrounding workers will attract more organisers and corporate groups to host events such as meetings, staff communication sessions, dinners and workshops at Expo.”
The venue’s location in eastern Singapore means Expo is not competing with city hotels for meetings. This contrasts with Kuala Lumpur Convention Centre’s TenOnCall for corporate meetings booked at short notice. But Singex’s announcement that it will conduct market intelligence for new events, and manage projects in partnership with business event organizers or owners, suggests it is resuming a business ditched two years ago – and sharing the turf of PCOs and PEOs.
Competitor Suntec Singapore exited this arena in late 2007; the two integrated resorts have focused on providing venue-only services from the outset. Singex says it is exploiting emerging opportunities to stay relevant in the market. “We are strengthening existing and building new partnerships, exploring alliance opportunities within and beyond the MICE industry to bring better value for both our mutual partners and customers,” says Arlando.
Bigger share
He adds that the share has grown for all players in Singapore’s MICE industry. “Fresh competition and evolving dynamics of the MICE community have cast the spotlight on Singapore and offer prime opportunities for Singex to seize, secure and grow its share of the MICE business,” he says.
Through the successful staging of business events, Singex will contribute to the overall economy, says Arlando. “Through the economic value-add, innovations, employment opportunities and spin-off benefits, especially to the industries the events serve, as well as the F&B, hospitality, trade and tourism sectors”.
In January, Singex teamed up with PeopleSearch and Meemo to organise the inaugural Leading in the 21st Century conference. However, unlike other convention centres, the Singex Group is wholly owned by the Singapore government’s Temasek Holdings. So Singex may also support strategically important exhibitions and conferences that would not otherwise get off the ground, even with Singapore Tourism Board funding.
Optimistic outlook
Meanwhile, organisers such as Success Resources, which runs the annual National Achievers Congress, are optimistic. Marketing manager Terence Yao says with the new space and extension of event services, organisers can look forward to a cost-efficient and highly versatile convention centre. “With the abundance of event space at Expo, we are confident the professional Singex team will continue to provide excellent service during the development stage of MAX Atria,” says Yao.
How well the Singex Group handles the dual roles of events and exhibitions bears watching.