The industry will undoubtedly rise again

Determined Adele Hartdegen, 34, chief executive officer of the Johannesburg Expo Centre and Dogan Events believes strongly in leadership instead of management, equipping, and supporting my teams for growth and personal development.

“ I would describe myself as a highperformance, goal-driven individual who has been in senior management positions in various industries for the past 12 years,” she said. The Johannesburg Expo Centre is an iconic landmark in South Africa and remains one of the largest events and exhibition centres on the continent, with more than 150 000 square meters of configurable in- and outdoor space, it is the venue of choice for many organisers. Dogan events currently own the Rand Show and provide a full-turnkey exhibition organiser service for the show. As the oldest show on the continent, Rand Show is still a force to be reckoned with and continues to be a legacy brand in the business events industry. Both entities form part of the international GL Events Group, a global leader in the events, exhibition and venue management space. “I’m humbled and blessed for the opportunity to take over the leadership of these two entities and I’m extremely excited about the future potential of both companies under the global umbrella of the GL events Group,” she said.

Where do you see the business events industry in South Africa at present and where do you see it heading in the future?

There could not be a more difficult time to have to answer this question. This year has been devastating for everyone in the industry and where we had high hopes for 2020 as one of the up years in terms of big events. However, we were all caught off guard with the Covid pandemic. Looking forward, the industry will undoubtedly rise again. If anything, the pandemic has proven to people that they still desire the face to face interactions in business and live events. It has become clear that as an industry we need to change with the times and start thinking of alternative options such as hybrid events and yearround activities within our events. In a recent webinar, someone mentioned that even though we can download all the music in the world, we still attend live concerts. Our industry should be no different. We need to improve in building a continuous activation with the face-to-face event as the highlight or conclusion of these activations.

Where did you grow up?

I grew up in Krugersdorp. I completed a Bcom Management degree with UNISA whilst working as a divisional executive in telecoms. I’m currently working through some digital marketing courses as I like to stay up-to-date with all the latest online trends and developments.

Where did you start your career?

In project management in the ICT industry. I headed up fibre installations for ATMs, then moved into energy efficient cooling and monitoring solutions with large rollouts to the mobile operator networks. I spent eight years in the telecommunications industry and was fortunate to grow very quickly. At the age of 22 I was a divisional executive for three divisions, running them as separate entities with operations, warehousing and engineering. During this time I was involved in the design, patenting and deployment of two major innovations still currently in use in the local mobile phone operator network. At the age of 24 I was promoted to the head of sales and marketing where I managed a network of account managers, internal sales, marketing, tenders as well as an after-sales service.

How long have you been in the sector?

I have been in the sector for six years so. I originally joined the GL group when it was still GL/Oasys in 2014. I was employed as the head of department for business development to drive high-value projects and the development of new product lines from a growth perspective but also guiding the sales team on opportunities.

I also managed the marketing department within this role. In 2015 I left the group for a short period of 16 months to return to the communications space, this time in the military and electronic warfare field. I headed up the sales and marketing department, selling predominantly into Europe, America, and the Middle East and managing a network of 32 distributors worldwide. During my time with the company, I was fortunate to be part of the acquisition and integration of a company from Finland and the USA to expand the company footprint. The opportunity presented itself for me to return to GL, this time to head up the marketing department coupled with tenders. I was closely involved with the GL acquisition of the Johannesburg Expo Centre which sparked my interest in venues. After a few months of interviews with the group, I received my appointment into the current role as chief executive officer of the Johannesburg Expo Centre. Six months later I was also appointed as the chief executive officer of Dogan Events. Most of my career has been in the engineering field, dealing with extremely complex technology solutions. What I enjoy most about the business events industry is the unlimited creativity and adaptability. It is a perfectly suited role for someone like me who is both creative and business-minded.

What has been the biggest change you’ve seen in this sector?

During the COVID situation there seems to have been a rapid turnaround in everyone’s perspective of the need for collaboration. The pandemic seems to have broken down some barriers. The stakeholders now move closer together out of necessity for survival. I hope that this is maintained post-pandemic.

What role does your family play in your life?

I am married to Heinke Hardegen. My family is the foundation from which I have been able to grow my career. The love and support - especially from my husband and my mother - has enabled me to flourish. My husband is my best friend and he keeps me grounded. I am blessed with a strong support structure in my family and extended family.

What would you change in your life if you could when looking back?

I don’t have any regrets; I believe all mistakes are lessons intended for us to grow and expand our capabilities. During some of the difficult times in my life I wanted the situations to just change immediately. Looking back these are the times that shaped me and made me so much stronger.

Do you have any hobbies?

A few. I’m a very versatile person and often struggle to balance all my interests. I play guitar and practice art. At the same time I enjoy boxing training and being outdoors.

What is your favourite sport?

Mixed Martial Arts.

Who is your favourite sportsman/woman?

Sports woman - Cris Cyborg.

What do you do for leisure?

I enjoy taking a weekend away and exploring our beautiful country, any place in the bush or by the ocean. Craft and outdoor markets are my weakness; I’m fascinated about what people can make from simple household items.

What is your secret to success?

Work hard, believe in yourself, set goals, and just keep on keeping on. Maintain a healthy work-life balance and never compromise on what you truly believe in.

What has been your biggest challenge in this sector?

The transition from working in a very process-controlled, high-tech engineering space with a multitude of engineers, ISO and SABS certified processes to working in a space where processes sometimes have to take a back seat to enable the delivery.

What is your pet hate?

Things not being in the right place or just dumped in a random place at the office or at home.

What is the most memorable place you have ever been to, and why?

This might sound cliché, but for me, the Eiffel tower in Paris. It is an idyllic place with an amazing atmosphere, and this is where my husband proposed to me.

What type of holiday would you avoid at all costs?

Any holiday where I would have to share one house with too many other people. I’m very protective of my personal space, especially on holiday.

What is your favourite book, film, TV programme?

Favourite book right now: The 5am Club written by Robin Sharma. Film: The Book of Eli. TV programme: Game of Thrones.

How do you relax?

Mostly by exercising and doing outdoor activities.

What is your favourite food?

Anything with Salmon.

Who is your favourite movie star?

Meryl Streep.

Who is your role model?

I don’t have a role model. Recently I watched a video clip from Matthew McConaughey where he answered this question with, “My role model is me in five years”. This resonated with me as I don’t aspire to be or compare myself with anyone else. I only work towards reaching my full potential.

What advice do you have for anyone starting in this industry and hoping to follow in your footsteps?

Knowledge is power. Fully immerse yourself in the industry, and understand all the little details that make the industry function the way it does. Don’t be scared to ask. The industry is slow to change and dynamic all at the same time. Don’t assume that you know it all; be inquisitive and draw knowledge from your leaders, peers, and subordinates. Never say no to an opportunity, even if in the early stages it presents itself as a challenge.