Interviews

In 1990s The Corporate Event Market Started Booming And Harry The Hirer Became The One-stop-shop For All Major Events

In conversation with Michael Firman, General Manager Exhibitions, Melbourne at Harry the Hirer

Clients are vital for business to succeed and client relationships help strengthen and sustain a business. But ultimately, success is shared, organisers and suppliers rely on each other to grow. I’d like to think that our clients ’ success can be linked directly to the service our company provides because without our expertise in delivering events, then an event would only remain an idea.

ES. We would like to hear about the incredible journey and many of the key factors that have contributed to building the Harry the Hirer reputation in the industry.

Michael Firman. The Harry the hirer story began in the 1970s when the company’s owner and founder, Rick Jamieson, bought some camping tents which became the first backyard party marquees. They were made of canvas and army green in colour. During the 1980s, the party market helped the business evolve from a start-up to a small business in a decade of extravagant private parties and home entertaining. By the 1990s the corporate event market started booming and Harry the hirer became the one-stop-shop for all major events.

Today, Harry the hirer is the largest supplier for public & business events and a leading supplier in exhibitions, rigging, audio-visual and creative services. Our business prides itself on World Best product, customer service and client relationships. The mantra at Harry the hirer is Our People, Our Relationships & Our Product. Harry the hirer is also very unique – It is the only supplier that provides a complete in house solution, this gives our customers a genuine turnkey solution in event supply.

ES. Tell us more about your company and how it provides a one-stop solution for clients of all sizes?

Michael Firman. As a full service event supplier, we have invested in all elements of event supply and delivery to minimise the need for clients to deal with multiple suppliers. Clients benefit from this unique business model as it provides them with a single point of contact. As a complete in house solution, this gives our customers the confidence of dealing with one company who assumes responsibility for managing all the logistical requirements associated with event delivery. Working across all these facets of project delivery means our

clients have greater control, more flexibility and save both time and money because we provide a genuine turnkey solution. Our products and services include marquees, wall panel systems, furniture, flooring, signage, rigging, staging, custom build, linen, kitchen & catering equipment, fencing, audio visual, LED walls, video production, power & lighting, broadcast studios, creative services, event styling & design and storage.

ES. What is your greatest career accomplishment? Could you provide the readers about your early life and career? Please tell us about your role at MEA.

Michael Firman. It’s hard to pinpoint my greatest career accomplishment. When you have a career in events, there are so many highs because all the hard work, the planning and preparation leads to a crescendo in the execution of an event and there have been so many memorable moments to savour. Being in events, any event could be your last, and you’re only as good as your last event, so it’s important to always recognise these moments.

My career began working in holiday resorts as a sound engineer doing theatre shows. At the time it was more of a lifestyle, I had no idea where it would lead me but on reflection it helped develop many skills suited to a life in events. Being able to contribute to the creative ideas for an event, to develop those ideas with a team of diverse personalities and backgrounds, fine-tuning the details to final execution, then seeing the joy and wonder of the audience as they watch and experience all that hard work come together, it’s an addiction to deliver the next great event. My role at MEA I see as giving back to the industry. I’ve been involved with MEA since 2010, working as a volunteer on local committees to help organise events for the Association that bring the MEA community together. I’ve been on the Board for 3 years as Treasurer before being elevated to Chair. I see it as an opportunity to teach others the things that I have learned over my career, to tell stories that may inspire the next generation of event planners.

ES. Our observation shows that although growth is correlated with value creation, success can only come from clients’ success. How do you view this?

Michael Firman. Clients are vital for business to succeed and client relationships help strengthen and sustain a business. But ultimately, success is shared, organisers and suppliers rely on each other to grow. I’d like to think that our clients’ success can be linked directly to the service our company provides because without our expertise in delivering events, then an event would only remain an idea.

ES. New tools have also played an increasingly important role during the COVID-19 pandemic. What technological changes has your organization made?

Michael Firman. Very early in the pandemic, our business developed an innovative range of products & services to help organisations get through these difficult times. This included temperature scanning points, social distancing technology, the creation of broadcast studios in Melbourne & Sydney, pop-up

temporary structures for medical facilities, triage and ambulance bays through to drive-through testing stations. We saw technology as the obvious solution to working towards crowds again and initially created a social distancing technology called Smart Badge as an event focused product. It quickly transitioned to be suitable, adaptable and used by a wide variety of industries, and now has evolved to a holistic health & safety solution that will be around well past the Coronavirus.

Harry the hirer’s internal IT and innovation team developed the wearable device that uses Bluetooth technology along with the beacon software to manage the data and functionality. The technology provides automated and instant contact tracing, social distancing alerts for wearers and real-time capacity management to ensure businesses and event organisers stay within set regulations. With the ability to be tailored to a variety of different industries and existing infrastructure, this simple and cost-effective solution has helped major business stay safe and operating during the pandemic.

ES. How do you think about balancing the needs of different stakeholders? So how do you handle your clients while balancing profitability, investment, and growth?

Michael Firman. Firstly I believe you must stand by your disciplines. We are all in business to generate profit – profit with no debt gives an organisation the ability to invest, invest in its people, its products and services, and in technology. Having open and transparent conversations with all stakeholders is imperative to achieving this goal. It’s equally important to only take on what you can deliver. Profit cannot be achieved at the expense of delivery and service and you can’t achieve investment and growth without generating a profit. There’s the balance. One thing I’ve learned over the years is that there are many pathways to a single destination, different ways of achieving the same outcome. Only with open conversations with all stakeholders can we find a balance to achieve the best outcomes.

ES. Can you share your insight into leaders' mindsets and behaviors as their companies transition from one S-curve to another?

Michael Firman. The greatest issue facing our industry that will restrict its ability to rebound quickly is the shortfall of skills and expertise. The events industry has effectively been closed over the past 2 years as a result of the pandemic, and many skilled workers have left the events industry and are using their transferrable skills in other industries. Being able to shift the s-curve and have that translate to success in a post pandemic world will be reliant on attracting top talent or attracting the right people who can be developed quickly into our future leaders. There are many aspects of a business that allows it to attract the best people – culture, diversity, leadership, flexible conditions and salary to name a few. Finding the balance to attract the right workforce where there is competition for talent is top of mind for companies that wish to rebound rapidly post pandemic.

ES. We want to switch topics a little bit and talk about your hobbies. What do you love to do when you are away from work?

Michael Firman. The key to a healthy life is being able to switch off at home. I enjoy time with my family; I enjoy making improvements around the home to make it an enjoyable environment. I enjoy playing golf, it teaches me that remaining calm and patient leads to achieving balance and focus. I also enjoy the beach in summer; swimming, fishing, sailing, or just lazing around.

ES. We are getting ready to say goodbye to 2021, as we realize we are not just saying goodbye to another year, we are saying goodbye to every day that was impacted by the Covid-19 effect, what are we learning from this experience?

Michael Firman. Perhaps we have learned to prepare for the next world defining moment. We certainly learned that we cannot live without human connection. We learned to reflect on the past and enjoy the moments that define us. And maybe, we learned to slow down and not take anything for granted.

MEA Awards

“The pandemic was the catalyst in the surge of Event Technology. Arinex was well prepared for these changes having strong development of event technology products for over 10 years, however they became increasingly valuable in the last two years and provided Arinex the immediate ability to run virtual and hybrid events for our clients.

In Conversation With Nicole Walker, Managing Director At Arinex Pty Ltd

ES. Can you tell us a bit more about Arinex? What are some of the key services offered by Arinex that sets it apart from others?

Nicole Walker. Arinex is an events management company based in Australia and New Zealand, with a strong history of nearly 50 years. With a focus on careful event planning and astute financial management, we offer a full range of services including virtual event management with an in house DCO (Digital Conference Organising) Team, in-person conference management, social programs, corporate events, incentive and destination management, registration, accommodation, marketing and sponsorship & exhibitions. We have a particular focus on sustainability and are working towards becoming Australia ’s first carbon-neutral certified Professional Conference Organisation (PCO).

ES. Give a brief overview of your background and your role in the company. What were the past experiences, achievement or lessons that shaped your journey as a successful leader in this industry?

Nicole Walker. I am the Managing Director of Arinex and took over ownership of the Company from industry stalwart Roslyn McLeod OAM in mid-2021. I was also recently made President of the industry group Exhibition & Event Association of Australasia (EEAA). I started my events career at a Sydney venue before joining Arinex in 2014 – this gave me an appreciation from two very different perspectives early on in my career. I then progressed through Arinex’ Conference Organising team, working on some interesting and major events such as the Institute of Internal Auditors Global Conference 2017 for 2,000 attendees and The International Conference on Liquid Natural Gas LNG 18 in 2016 for 8,000 participants. These experiences helped build my organisational skills and grew my understanding of the intricacies of event management and the need for attention to detail in all facets of event delivery. I have also found that active participation with organisations such as IAPCO, INCON and EEAA is very important, both to connect with global events professionals and to share knowledge.

ES. Has the role of technology become more prominent in the post-pandemic world? If yes, why do you think so?

Nicole Walker. Yes it certainly has. The pandemic was the catalyst in the surge of Event Technology. Arinex was well prepared for these changes having strong development of event technology products for over 10 years, however they became increasingly valuable in the last two years and provided Arinex the immediate ability to run virtual and hybrid events for our clients. The biggest change was the adoption by industry, associations and the world in this technology and the understanding that this will be a complimentary element of business events moving forward.

ES. How do you personally perceive the cancellation of trade shows? How has your company adapted to the new normal?

Nicole Walker. It has been disappointing to see the cancellation of trade shows, but completely

understandable given the evolving circumstances in the postpandemic world. However I feel we have now reached a point where we can plan with confidence and everyone is more equipped to accept new processes, procedures and safety measures in order to limit further cancellations. Bringing people together is in our DNA and we need to focus on ways to facilitate this in a safe way to ensure business can return.

ES. How do you see the industry developing over the next five years when it comes to hybrid events?

Nicole Walker. I believe hybrid events will only become more prevalent – they allow event hosts to plan for an inperson event with the security of a virtual element, should circumstances change. Additionally, hybrid events extend the audience reach for an event and have been known to increase attendance numbers, the quality of keynote speakers and the critical element of inclusivity and diversity.

ES. The event industry and its many sectors are still in a difficult situation. Can you give our readers your perspective on the event sector in the global market?

Nicole Walker. There is still some way to go before we completely recover from the pandemic and the business world becomes not only free to travel globally, but do so with the assurance and support by the company, association or employer. A sense of confidence is filtering throughout the sector and we will see things really pick up in the back end of 2022 and beyond. There is a long lead time with international events, so it may be 2-3 years before we return to our prepandemic levels but I am confident we will get there.

ES. How have you adapted to the new reality of the meetings industry, which is much more digital and hybrid? How has your company played the role in fulfilling the requirements of the industry?

Nicole Walker. We were fortunate to be able to adapt quickly to virtual event management given our existing in-house technology expertise and partnership with eTechSuite. We established a Digital Conference Organising (DCO) team as a direct response who manage all virtual events and provide advice, guidance and 24/7 support to clients who may be hesitant or lack the knowledge about moving online.

ES. What should organisers look for when appointing a PCO? What are the biggest challenges for organising a quality conference that a good PCO can assist with?

Nicole Walker. Experience, reputation, risk and safety management expertise and an alignment of values are incredibly important when selecting a PCO. A PCO must work to build a relationship with the client and listen to their objectives instead of immediately turning to the event project plan. Having a PCO partner with similar values is also a huge advantage, as that is carried throughout your event – often in ways that are not obvious!

ES. What edge does your company hold over other players in the industry?

Nicole Walker. We are close to becoming Australia’s first carbon-neutral certified PCO. We see the genuine need for sustainable event management and we have the will and the ideas to make this a reality for our clients. Our long history as an award winning company is another important differentiator, providing us the expertise to design event solutions that accelerate events for our clients into the future.

ES. Any message that you would like to share with us.

Nicole Walker. The past two years have brought the global industry closer together and the collaboration across borders has been a wonder to watch. I hope to see these collaborations continue for the betterment of our industry.

ES. If you could bring any change into force what would it be and why?

Nicole Walker. Global accreditation of PCOs is an important focus and we are proud to be accredited through IAPCO. Knowing you are in a safe pair of hands when partnering to deliver events is so important and will ensure our industry reputation is protected from new emerging entities who don’t have the decades of experience behind them.

Ted Kim (Head, Operation / KINEXIN Convention Management Private Limited)

Jay Yoon (Head, Marketing / KINEXIN Convention Management Private Limited)

LATEST UPDATES ABOUT KINTEX

ES. Do you have any latest news about KINTEX(mother company of KINEXIN) for Indian organizers?

Ted Kim. Recently, there has been a great progress on the 3rd Phase Development. The preliminary design of ‘KINTEX the Grand’ has been officially confirmed. KINTEX, which is already the largest exhibition center in Korea, will be expanded to 180,000㎡ after the completion of the 3rd phase development, thanks to $500 million budget from the governments. Thus, KINTEX will be not only limited to Korea, but one of the world’s most valuable exhibition & convention center.

In recent years in East-Asia, several mega-size exhibition centers opened in China, which assured many global PEOs to enter Chinese market. However, due to recent US-China trade disputes and China’s conservative overseas investment strategies, the number of business firms exiting China is growing, which naturally leads to increasing global interests in other Asian MICE markets including India and Korea. Although the names cannot be revealed because of NDA, a few global PEOs, not only the ones already existing in Korean market, are approaching KINTEX for various types of business cooperation.

In light of such atmosphere, KINTEX and KINEXIN as the operators of representative exhibition centers in Korea and India respectively, will be able to lead mutual cooperation and business exchanges of event organizers between two countries. In fact, the president of KEOA(Korea Exhibition Organizers Association) has already expressed his intent to actively cooperate with organizers from India. Looking ahead of 3rd Phase Development of KINTEX, I sincerely hope that the organizers in both Korea and India actively advance into each other’s market and gain substantial fruits through such mutual exchanges. ES. Can you tell us a bit more about IICC and the main key facilities offered to guests? What makes it unique Multipurpose Convention & Exhibition Center?

Jay Yoon. What I can state with much confidence is that IICC is one and only convention and exhibition facility where authentic international MICE standards have been reflected in all works ranging from construction to operation. For a simple instance, IICC will possess nation’s largest convention facilities such as auditorium and grand ballroom each of which exceeds 5,000 square meter and 3,000 square meter in dimension respectively. In addition, Auditorium is equipped with brand new Gala System that has never been introduced to any other convention & exhibition facilities in whole India. This multipurpose space can be metamorphosed into various types that suit user’s requirements instantly. Users can make this space completely flat with a small No. of seating or can transform this into a concert hall accommodating 6,000 audience at a time. Convention Center boasts about its imposing stature and super-large media screen above its roof. Any convention organizers can take advantage of this magnificent structure that could maximize the publicity of their convention / events. Conference rooms are coming up in various sizes and some of them are dividable to suit organizer’s needs. Each room is fully audio-visual enabled and provides a classy ambience with carpet floor finishing.

Finest standards of global MICE industry have been also reflected in Exhibition Halls. Concept of Utility Trench in which all utilities such as electricity, water supply and internet lines are buried has been adopted for all exhibition floors. This means Exhibition organizers do not have to run for electricity supply / DG points and worry about where they are located. Simply lifting up utility trench covers will dissipate all concerns of organizers. With these many advantages and benefits, we are awaiting international exhibition and convention organizers who will be brightening Indian MICE industry with us here at IICC.