The big event

Putting up Premier Events Plus Group, Inc. three years ago was an ambitious move by Rafael Dizon, Joel Pascual, and Randy Manaloto, whose combined experiences in organizing trade fairs and exhibits were limited to pro-bono exhibits for the Philippine Jaycees.

PEP Group decided to start with a big project, the first World Food and Trade Expo at the World Trade Center within the Cultural Center of the Philippines complex.

"Only the first week of August, which was five months ahead, was available. So we grabbed it even if most of the seminars we’ve attended to keep abreast of the nitty gritty of organizing a big trade fair suggested never to accept an offer with less than a year’s notice," said president and chief executive officer Joel Pascual.

The company’s next step was to scour whatever available expo materials and brochures here and abroad for tips. It also used the yellow pages of the telephone directory in looking for potential exhibitors to invite.

"Although WTC offered three halls, we initially decided to lease only one hall, which could accommodate 120 booths. We ended up with two halls," Pascual said .

WTC earned P45,000 for each booth plus P50 entrance fee for each visitor.

Getting better

Encouraged, PEP reserved the three halls of WTC or a total of 360 booths for last year’s WOFEX, which also offered seminars, product presentations, culinary competitions and cooking demos. The fair attracted over 25,000 visitors, including foreign buyers.

"Many of the participants were repeats. They participated in the first fair and they were among the first to make reservations. Many of the first batch of exhibitors also ended up referring potential exhibitors," said Pascual.

This year, the third WOFEX will again take place in August. To accommodate exhibitors, PEP has leased not only WTC’s three halls but also the adjacent tents. Instead of the usual three days, the trade fair will run for four days.

To date, the third WOFEX is already 90% booked. Potential exhibitors from neighboring Asian countries which are being avoided by tourists due to the severe acute respiratory syndrome have also sent feelers.

To assist exhibitors and buyers, the company will hire 10 casual personnel per hall or about 50 casuals on top of its dozen regular office staff.

"For WOFEX to be considered by foreign exhibitors as a prestigious trade fair, we have to establish a three-year track record of success. If everything turns out as we expect, then we will be fulfilling this dream this year," said Pascual, pointing to three success indicators: the size of the event and the number of exhibitors and of visitors.