This unit describes the performance outcomes, skills and knowledge required to establish exhibition floor plans and allocate exhibitor and service space. It requires the ability to liaise closely with exhibition stakeholders to determine operational requirements, and meet exhibitor and consumer expectations.

Exhibitions are events that bring sellers and buyers together. They could be trade or consumer-focused, and may be stand-alone exhibitions or a component of other events such as fairs, expositions, conferences and festivals. This unit is relevant to exhibitions that are diverse in nature and are coordinated in any industry context, including the tourism, hospitality, sport, cultural and community sectors.

It applies to exhibition managers who operate with significant autonomy and who are responsible for making strategic exhibition management decisions. They may work in exhibition management companies, in event venues or for organisations such as industry bodies that stage exhibitions.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

consult with stakeholders to develop exhibition operational requirements for at least one type of exhibition from the list in the knowledge evidence

document the following details of the operational requirements for the above exhibition:

entertainment

crowd control

food and beverage outlets

format, style and duration of exhibition

infrastructure

exhibition program

minimum and maximum numbers of exhibitors

on-site registration of attendees

security

size and set-up of:

client displays and livery

exhibitor stands

merchandising stands

sponsor stands

seating

tables

technical equipment and services

venue styling

develop floor plan for the above exhibition with pre-allocated space for the ancillary services listed in the knowledge evidence

demonstrate analysis of the following in developing the above floor plan:

access limitations

food safety requirements

noise

spacing of exhibition stands and customer traffic areas to avoid overcrowding

protection from weather

access to safe cabling and power sources

theft prevention measures

develop evaluation criteria and seek feedback on the exhibition, covering:

exhibitor, buyer and sponsor success

number of attending buyers

operational efficiency

success in meeting exhibition objectives

profitability of the exhibition

venue service levels.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

characteristics of different types of exhibitions; their purpose and objectives:

trade or industry

consumer

commercial

non-commercial

roles, responsibilities and hierarchy of control of different stakeholders in the exhibition planning process

spatial design techniques for maximising exhibitor space and profitability

safety, security and environmental risks associated with events, and methods of managing them when designing exhibition floor plans

induction requirements applicable to venue or event

buyer and seller interaction formats and methods to incorporate requirements into exhibition floor plans, covering:

free flow

prearranged appointments

scheduled presentations and promotions

formats for and inclusions in exhibition floor plans

criteria for allocating space to exhibitions:

anticipated consumer demand for exhibitor products and services

exhibition themes

exhibitor or sponsor participation level

proximity of:

equipment required by different exhibitors

exhibitors in direct competition

required balance and variety of exhibitors

size of products to be exhibited

for specific industry sector:

overall exhibition layout themes and schemas

exhibitor formats and sizes to meet different exhibitor requirements

key features and functions of ancillary exhibition services at exhibition venues:

attendee seating for consumption of food and beverage

business and communication hubs

entertainment stages

food and beverage outlets

food storage and preparation areas

media areas

meeting rooms

on-site registration or ticketing area

staff facilities

storage

toilet facilities

waste disposal and recycling

profiles for exhibitors involved in the specific exhibition

key environmental and social impacts of exhibition delivery, and minimal impact procedures to reduce them:

reducing the impact on lifestyle of neighbouring residents

maintaining natural and cultural integrity

recycling and disposing of waste, especially hazardous substances

safety for crowds and the movement of large numbers of attendees

use of energy, water and other resources during event set-up, operation and break-down.

Skills must be demonstrated in an operational events context where exhibition planning and space allocation is required. This can be:

a live exhibition

a simulated exhibition set up for the purpose of skills assessment.

Assessment must ensure access to:

venues and sites where exhibitions are staged

dedicated exhibition budgets

exhibition objectives

exhibitor profiles

current and comprehensive exhibition venue information:

site specifications, floor plans, operational and capacity information

technical production and staging specifications

formal communication plans

an exhibition operations team

exhibition stakeholders with whom the individual consults; these can be:

those in an industry workplace who are assisted by the individual during the assessment process; or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:

have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.

Events

Events