EXSA PAGE NEWS STRAP
Design fees within the South African exhibition industry Historically, the exhibition industry charged for design work. Back then it was paper-based and thus required the skills of draftsmen, architects and qualified and respected professionals. By Lee-Ann Alder, EXSA association manager.
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his changed in the 1980s when prominent role players began offering design for free in a bid to entice clients to utilise their services over competitors. The digital age further amplified this approach as computers allowed for much faster design as well as lowering barriers of entry into the design field. While this approach at first gave companies a competitive advantage it has caused long term detrimental effects to the point that qualified interior designers and architects working in the events industry are no longer valued as they should be.
In addition, it has led to design being a cost centre where the risk is carried by the exhibition company alone. Many of us have long term relationships with a client base where design fees are not an issue as they are incorporated into the overall project cost. In addition, these clients would generally have no issue covering the design cost in the scenario that a project doesn’t proceed. Where design becomes problematic is where tenders are involved, both government and corporate. Often, these require three quotes, which in itself is not problematic. The
44 Business Events Africa August 2022
problem is that all the risk lies with the exhibition company/designer. A company that only creates design work (no production) will not design for free as that forms their core function. Producing design work for free would lead to the closure of the business. It therefore makes no sense that production houses that offer design do it for free. It’s nonsensical to absorb all the risk in a relationship with potential clients. www.businesseventsafrica.com
