Kids Fair builds on success

By GEORGINA BOND

As 25,000 children and parents enjoyed themselves at the Kids Fair in September, the two brains behind the event were missing most of the action.

Co-directors Peter Clark and Brian Peters spent much of the three-day event in an information booth at the Auckland Showgrounds, fielding requests and ensuring everything was working smoothly.

Bringing the expo to New Zealand was their first foray into event management as The Kids Fair Company, so the queues down Green Lane West on opening day delivered not just relief, but two full-time careers.

With 80 per cent of the 160 exhibitors already re-signed for next year, it's time to work to do it all again, this time in the July school holidays.

A few years ago, Clark and Peters met at a trade show and discovered a common wish to get into the expo business.

After spending a few years mulling over concepts, "looking for something big", Peters said they decided this country was ready for what were proving popular overseas - kids expos.

Aimed at toddlers to teens, the three-day events give children and their parents the chance to see and try the latest toys and games, clothing, crafts, books and educational services, healthcare and food.

Peters said they tapped into the growing children's market and brought everything together under one roof, where parents could see the latest and best available and speak to experts while their children were entertained.

Clark said: "Our motto is parents come and see the best products for your kids, and kids, here is a fun event for you."

The pair spent two years planning to bring the Kids Fair to reality.

After some lengthy market research, most of their effort was put into persuading exhibitors to get on board.

"We had to convince 135 exhibitors it was going to be one of the biggest school holiday events for kids," said Clark.

They went to "the ends of the Earth"promoting the event, putting all the money they had into advertising and promotion.

"We had to do it because we knew we only had one crack at it," Clark said.

The pair knew there was a degree of risk, but tried to ignore their pre-event nerves.

"We believed in it so much. It had worked overseas, so there was no reason why it wouldn't work here," said Clark.

Pulling it together became a balancing act for both. Clark didn't leave his job in publishing until three months before the event. Peters, who has a background in finance and investment with some expo-marketing experience, has been fulltime on the event since January.

Thirteen-hour days were typical in the two months leading up to the fair and Clark said it was his vision for the end result that pulled him through.

"I was eating, drinking and sleeping Kids Fair. It was do or die. I had to have complete focus."

Although they had help from a few part-timers, the pair basically did everything themselves, relying on contractors to make the event happen on the day.

They stationed themselves in the information booth because they were the only ones who knew everything.

Now, with a successful first-event behind them, they're glad to be leaving the steepest part of the learning curve behind.

"We won't have to work quite so hard convincing people to get on board this time," said Peters.

The Kids Fair Company is looking to hold the fair twice in Auckland next year and to hold events in Wellington and Christchurch in 2006.

Work is also in progress for another expo at the opposite end of the spectrum - a retirement lifestyle expo called Seniors Day Out.

This exhibition and lifestyle event will be tailored for Kiwi senior citizens, where they can find information on everything from financial advice, holiday ideas, safety and security, health and well-being retirement housing options and support services.

That is due to be held in November next year.

Kidsfair