SITXEVT608
Plan and allocate exhibition space

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.

Application

Exhibitions are diverse in nature and this unit is relevant to any type of exhibition coordinated in any industry context, including the tourism, hospitality, sport, cultural and community sectors.

Exhibitions are events that bring any type of sellers and buyers together. They could be trade or consumer focussed, and may be stand-alone exhibitions or a component of other events such as fairs, expos, conferences and festivals.

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


Prerequisites

Not applicable.


Elements and Performance Criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Identify purpose and scope of the exhibition.

1.1 Consult with stakeholders to clarify exhibition purpose and objectives.

1.2 Liaise with stakeholders to determine specific operational requirements for exhibition.

1.3 Develop overall format in consultation with stakeholders.

2. Establish exhibition floor plans.

2.1 Assess physical characteristics of exhibition space and capacity to meet requirements.

2.2 Assess safety, security and environmental risks for impacts on exhibition floor plan.

2.3 Plan exhibition layout to maximise exhibitor space and profitability.

2.4 Incorporate a range of exhibitor formats and sizes to meet different exhibitor requirements.

2.5 Allocate space for ancillary services and resolve conflicting demands for exhibition space.

2.6 Organise development of accurate and complete floor plans.

3. Allocate exhibitor space.

3.1 Consult with stakeholders and establish and document criteria for the allocation of space according to exhibition objectives.

3.2 Liaise with stakeholders to allocate space according to agreed criteria.

3.3 Identify buyer and seller interaction requirements when allocating space.

3.4 Resolve conflicting demands for exhibitor space according to profile of exhibitor.

4. Evaluate operational success of exhibition.

4.1 Obtain feedback from exhibitors and stakeholders according to predetermined evaluation criteria.

4.2 Seek input from personnel and contractors on exhibition operations.

4.3 Reflect on and evaluate operational problems.

4.4 Use all information to enhance future exhibition planning activities.

Required Skills

Required skills

communication skills to consult, liaise and negotiate with a wide range of stakeholders on complex planning and operational issues

critical thinking skills to evaluate operational requirements for exhibitions

initiative and enterprise skills to identify exhibition profit expectations and establish floor plans which maximise profitability

literacy skills to:

read and interpret complex exhibition planning documents

write criteria for the allocation of exhibitor space

numeracy skills to calculate complex spatial designs for exhibitor formats and sizes

planning and organising skills to access and collate all information required to establish floor plans and to allocate space within designated deadlines

problem-solving skills to:

assess safety, security and environmental risks and plan layouts to minimise these

identify and resolve conflicting demands for exhibitor space

teamwork skills to:

integrate the needs of all stakeholders when establishing floor plans

consult on the allocation of exhibitor space

seek feedback from personnel and contractors on exhibition operations.

Required knowledge

characteristics of different types of exhibitions; their purpose and objectives

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 and methods of managing these when designing exhibition floor plans

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

a range of formats for and inclusions of:

criteria for the allocation of exhibitor space

floor plans

for the 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 operated at exhibition venues

profiles for exhibitors involved in the specific exhibition

environmentally sound disposal methods for all types of waste and in particular for recycling high levels of paper based resources associated with exhibitions.

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

plan and allocate exhibition space for exhibitions involving:

comprehensive exhibition plans

dedicated exhibition budgets

formal communications plans

multiple operational components

an exhibition operations team

a wide range of stakeholders

establish exhibition floor plans and allocate exhibitor and service space for multiple and diverse exhibitions

liaise closely with exhibition stakeholders throughout the planning process

integrate knowledge of:

characteristics of, purpose and objectives for different types of exhibitions

spatial design techniques for maximising exhibitor space and profitability

exhibitor formats and sizes to meet different exhibitor requirements

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

plan and allocate exhibition space within commercial time constraints and exhibition deadlines.

Context of and specific resources for assessment

Assessment must ensure use of:

actual exhibitions for which space is planned and allocated. Exhibitions may be created for the specific purpose of skills assessment, but must still meet the requirements outlined under Critical aspects of assessment, and have commercial, community or business relevance.

venues and sites where exhibitions are staged; these can be:

real exhibition venues and sites

exhibition venues and sites operated within a training organisation where real exhibitions are staged

exhibition stakeholders with whom the individual consults

comprehensive exhibition plans

dedicated exhibition budgets

exhibitor profiles

current and comprehensive exhibition venue information:

product information within sales kits, brochures, product manuals, supplier information kits or information databases

site specifications, operational and capacity information

technical production and staging specifications

accurate and complete exhibition floor plans for venues and sites.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct observation, using role plays, of the individual liaising with exhibition stakeholders to plan and allocate space

case studies that allow the individual to analyse operational requirements and plan layouts for multiple and diverse exhibitions

evaluation of exhibition floor plans developed by the individual

review of a comprehensive portfolio prepared by the individual that documents the entire planning process for exhibition layouts including notes on discussions with stakeholders, notes on the exhibition purpose and objectives, evaluation of operational requirements, issues taken into account when assessing safety, security and environmental risks, draft and final floor plan and rationale for the final layout

problem-solving exercises to allow the individual to analyse and respond to conflicting demands for exhibitor space

written or oral questioning to assess knowledge of:

characteristics of, purpose and objectives for different types of exhibitions

spatial design techniques for maximising exhibitor space and profitability

exhibitor formats and sizes to meet different exhibitor requirements

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

review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the individual.

Guidance information for assessment

The assessor should design integrated assessment activities to holistically assess this unit with other units relevant to the industry sector, organisation and job role, for example:

SITXEVT502 Select event venues and sites

SITXEVT606 Develop crowd management plans

SITXWHS301 Identify hazards, assess and control safety risks.


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Stakeholdersmay include:

corporate clients

exhibition or event management companies

industry associations

media organisations

organising committees

seller representatives.

Objectivesmay relate to:

dollar value of business completed

exposure of:

industry

product

sponsor

industry education

product sales

media coverage

numbers and ratios of buyers and sellers

profile of buyers and sellers:

generalist

large

small

specialist.

Operational requirementsmay relate to:

entertainment

crowd control

food and beverage outlets

format, style and duration of exhibition

infrastructure

exhibition program

expectations for:

attendance

exhibitor take-up

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:

audio-visual

rigging

sound and lighting

special effects

stage design and construction

venue styling.

Safety,security and environmental risksmay relate to:

access limitations

crowd control

food safety requirements

lifestyle of neighbouring residents

negative environmental impacts due to:

inefficient use of energy, water and other resources during exhibition setup, operation and break-down

overcrowding of site

unsafe disposal of all waste, especially hazardous substances

noise

overcrowding of exhibition stands and customer traffic areas

protection from weather

technical issues, including cabling and power sources

theft.

Ancillary servicesmay be:

attendee seating for consumption of food and beverage

business and communication hubs:

access to the Internet

computers

printers

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.

Criteria for the allocation of spacemay involve:

consumer demand for exhibitor products and services

exhibition themes

exhibitor or sponsor participation level, gold, silver, bronze etc

proximity of:

equipment required by different exhibitors

exhibitors in direct competition

required balance and variety of exhibitors

size of products to be exhibited.

Buyer and seller interaction requirementsmay be:

free flow

prearranged appointments

scheduled presentations and promotions.

Profile of exhibitormay involve:

exhibitor or sponsor participation level, gold, silver, bronze etc

number of exhibition areas or stands purchased by exhibitor

participation costs, at different levels

previous performance data.

Evaluation criteria may relate to:

effective use of resources to minimise waste and environmental impacts

exhibitor, buyer and sponsor success

number of attending buyers

operational efficiency

success in meeting exhibition objectives

profitability of the exhibition

venue service levels.


Sectors

Cross-Sector


Employability Skills

This unit contains employability skills.


Licensing Information

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.