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The sexy way to manage exhibitor access

At the end of September, Sexpo opened its doors for the first time in South Africa and proved to be a runaway success.

Organised by Expo Works and held at Johannesburg's Gallagher Estate, Sexpo attracted over 32 000 visitors, making it one of the very biggest exhibitions to be held in Africa.

Another first for Sexpo was how the organisers handled exhibitor access. Recognising that Sexpo was probably going to attract large numbers of visitors, and with an entrance price of R89, there was sure to be some pressure on exhibitors to sneak a few mates in for free. With almost 1000 exhibitor personnel manning 80 stands, it was felt that this could result in a substantial loss of revenue for the organisers.

Seeking a truly secure system

Expo Works wanted an exhibitor access system that would eliminate the potential problems and abuses associated with traditional exhibitor badges or cards which can be lost, stolen or given to others. Anyone who is familiar with exhibiting knows how easy and convenient it is to give your visitor badge or parking pass to a colleague.

In addition, the organisers also wanted to associate exhibitors with their stands; and record the numbers of exhibitors attending each day. This type of recording and reporting would obviously not be possible with a traditional badge system.

Expo Works felt that biometrics would address the challenges of positively identifying each exhibitor. A biometric-based access solution would also allow monitoring of the numbers of personnel per stand. This was important because included in the price of each stand were passes, exhibitor 'passes', with additional 'passes' available at R100 each.

Biometric identification and monitoring

Expo Works worked with the Ideco Group to map out a solution that would meet the requirements. In outline, it was agreed that exhibitor access would be via a fingerprint identification system that would record and report each time an exhibitor entered Sexpo.

Using Sagem's MorphoAccess Enrolment & Management System (MEMS), both index fingers of all exhibitors were captured by Ideco staff on MorphoSmart scanners, with the entire enrolment process taking less than a minute per exhibitor.

Once enrolled, exhibitors then accessed the show via two MorphoAccess fingerprint terminals positioned at the exhibitors' entrance.

The enrolment facility was available during set-up and about a third of exhibitors were enrolled prior to the show. Enrolment continued throughout the show, enabling the system to capture all exhibitors irrespective of whether they were in attendance for just one shift or throughout the exhibition.

Right on the money

In total, 923 exhibitors were enrolled during the four days of Sexpo. Additional 'passes' were issued to 523 exhibitors - generating an additional R52 300 in admission revenues. Cairo Howarth of Expo Works considers that, on its own, this extra income more than justified using the Ideco system.

Ideco's solution also delivered an unexpected benefit. The ATM at the show failed on numerous occasions, meaning that visitors needed to leave the show to draw money. Since there was no re-admission once you left Sexpo, this could have posed a massive problem for the organisers. However, with the Ideco solution in place, all people leaving the show to draw money were quickly enrolled on exit, allowing them access - with fuller wallets - on their return.

Fast-track, hassle-free biometric entry

Looking beyond the additional income, ExpoWorks was also delighted by the efficiency of the biometric solution as a means to accelerate exhibitor access. Seasoned exhibitors are all too familiar with the inconvenience and frustration that can be caused if you lose or forget the traditional exhibitor's badge.

Ideco's solution also allowed Expo Works to efficiently handle access for a total of 216 media and VIP guests.

Launched in Australia in 1996, the Gallagher event was the first time it has taken place outside its country of origin.

Expo Works will be using Ideco's exhibitor management solution at future Sexpo's during 2008 in Durban, Cape Town and for the show's return to Johannesburg next September.

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