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2020
COMMERCIAL
EXHIBITOR
PROSPECTUS
3-14 APRIL 2020
3-14 APRIL 2020
AUSTRALIA’S LARGEST TICKETED EVENT
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
THE 2020 SYDNEY ROYAL EASTER SHOW WILL BE HELD FROM FRIDAY APRIL 3RD TO
TUESDAY APRIL 14TH AT SYDNEY SHOWGROUND, SYDNEY OLYMPIC PARK
SYDNEY ROYAL EASTER SHOW
The Sydney Royal Easter Show is Australia’s
largest ticketed event, attracting an average of
over 828,000* attendees. It is a true celebration
of Australian culture, from our rural traditions to
our modern day lifestyles, providing unique
experiences for everyone.
Each year the country and city join together to
enjoy experiences such as animal interactions,
agricultural competitions, carnival fun,
entertainment and shopping.
Over 12 days, the iconic Show hosts over 450
exhibitors within our pavilions and around the
grounds. The diversity and appeal of our
exhibitors is one of the key drawcards for
attendance to the Show.
Attendees spend an average of 8.1 hours at the
Show.
This is a once-a-year opportunity for exhibitors
to generate direct sales and leads, gauge first-
hand responses to new products, boost brand
awareness and also showcase products and
services to the largest audience in the country.
The Show is run by the Royal Agricultural Society
of NSW (RAS), a not-for-profit organisation that
has been celebrating excellence in Agriculture
since 1822.
By exhibiting at the Show, you are contributing
to the agricultural prosperity of New South
Wales.
* Average Show attendees 2015-2019
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
* Media personality, Miguel Maestre entertaining the crowd at the Australian Mushrooms stand
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
• Make immediate sales and generate
leads to over 828,000* new customers
• Build brand awareness and educate
customers about products
• Build a database of prospective customers
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
WHY EXHIBIT
AUSTRALIA’S LARGEST TICKETED EVENT WITH AN ECONOMIC IMPACT OF OVER
$247 MILLION TO NSW
• Sampling opportunities to a broad cross-
section of consumers
• Demonstrate the features and benefits of
your product
• Gain additional exposure with exclusive
promotional opportunities
* RAS CEO Brock Gilmore presents Frank Theodore with the 2019 John Ross award
THE SHOW PROVIDES THE PERFECT PLATFORM FOR BUSINESSES TO:
* Average Show attendees 2015-2019
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2019 FUN FACTS• 600 unicorn buns were sold each day at Mums Buns
• Darrell Lea smashed their 800kg Hand Rolled 100s & 1000s Milk Chocolate Easter Egg which took 6 days and 4 people to create
• 1,800 people had their hair braided by Eden Stylz Hair Braiding
• 600kg of parmesan cheese was used at Bianco Kitchen3
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
HOUSEHOLD INCOME
AUSTRALIA’S
LARGEST
TICKETED EVENT
ANIMALS AND
LIVESTOCK
ARE THE MAIN
REASONS PEOPLE
COME TO THESHOW
AGE GROUPS
OUR AUDIENCE
(NUMBER OF UNIQUE INDIVIDUALS)
Sydney
75%
Overseas
33,000
Parents withpre-school children
903,630Avg. 828,000
over the last 5years
TotalAttendees
Male
44%
Female
56%
CELEBRATING EXCELLENCE IN
AGRICULTURE SINCE 1822
ATTENDEES GENDER ATTENDEE ORIGINS
11%
22%
45%
11% 11%
16-24 25-34 35-49 50-59 60+
Source – IER Attendee Research 2019
NSW - Regional
19%
KEY CUSTOMER SEGMENTS
33%
21%
16%
Parents with primaryschool children
Empty Nesters
$40k - $60k(6%)
$60k - $80k(7%)
$80k - $100k(8%)
>$100k(34%)
Under $40k(8%)
Don’t Know(2%)
Refused to Answer(34%)
4
Interstate
4%
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
To experience country life in the city
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
DIGITAL REACH
68% OF
ATTENDEES
WILL DEFINITELY
OR ARE LIKELY
TO RETURN
IN 2020
THE SHOW
RECEIVED OVER
$40 MILLION
WORTH OF
MEDIA
EXPOSURE
SHOW ATTENDEES STRONGLY AGREE
THAT THE SHOW
AVERAGE SPEND BY ATTENDEES
MOTIVATIONS FOR ATTENDANCE IN 2019
0 = strongly disagree 5 = strongly agreeSource – IER Attendee Research 2019
• Showcases Australian excellence in agriculture
• Educates children & adults where food comes from
• Forms an important part of our Australian heritage & national identity
• The more you look the more you find
• Provides a great variety of entertainment each year
$363Spend per Group (Avg. group of 3)
$106Spend per Person
22MWebsite Page
Views
189KSocial Media
Users
344KeDM Database
100KApp Downloads
To experience country lifein the city
To enjoy educational funexperiences for children
To visit the variety ofexhibits in the Pavilions
Because it’s an experience I would like to
pass on to my children
4.5
4.4
3.9
4.1
4.0
4.3
4.0
4.1
3.8
4.0
3.6
3.9
Primary School Families
Pre-School Families
EmptyNesters
Source - Google Analytics –1 Nov 2018 to 30 April 2019
NUMBER OF HOURS SPENT AT THE SHOW
AVERAGE: 8.1
More than 10 hrs
More than 8 hrs, less than 10 hrs
More than 6 hrs, less than 8 hrs
More than 4 hrs, less than 6 hrs
More than 2 hrs, less than 4 hrs
Less than 2 hrs
26%
19%
23%
24%
6%
2%
87%Of attendeesarrived before 1pm
64%Attend the Show every year
IMPACT OF
OVER
$247 MILLION
TO NSW
ECONOMY
Source – Royal Agricultural Society of NSW Size
and Scope Study 2015
OVERALL ENJOYMENT OF THE SHOW
Very enjoyable
Quite enjoyable
54%
24%
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
HITCHLEY AND HARROW –
FASHION & STYLE PAVILION
“We’ve been coming to the Sydney Royal Easter Show
for 6 years now from Toowoomba, Queensland.
We find that the access to the pure volume of people
at the Show is a huge opportunity for us. With over
800,000 people attending the Show each year, we
really enjoy catching up with new and existing
customers.
Next year we’d like to take some more space (2020) and we always plan to launch new products. I would absolutely recommend to anybody who’s had thoughts about coming to the Show, just get in, book your stand, it’s going to be a great opportunity, you’ll love it”
Melanie WellsteedOwner – Hitchley and Harrow
DARRELL LEA –
HOME & LIFESTYLE PAVILION
“Darrell Lea had a great time at the Sydney Royal Easter Show and the amount of exposure we received was beyond our expectations.
Everyone was really excited to talk to us and see our activation. The Show allowed us to connect with a younger audience, they loved our giant Easter Egg and posted about it on social media to share with their friends.
Overall we’re really happy with the Show and can’t wait for next year!”
Tara Heaslip Marketing Assistant – Darrell Lea
HEAR FROM A SELECTION OF OUR
2019 EXHIBITORS
6
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
DE COSTI SEAFOOD –
THE WOOLWORTHS FRESH FOOD DOME
“I love the energy of the Show, it’s always fun and exciting. I definitely recommend the Show, 20 years later and I’m still here. The benefits for our company is brand awareness and brand exposure.
If you have an amazing product out there that you believe in, something you're passionate with, book a stand. Exhibitors have been here year after year, there is a reason for that.”
Frank TheodoreFood Service Business Manager – De Costi SeafoodWinner of the 2019 John Ross Award
HEAR FROM A SELECTION OF OUR
2019 EXHIBITORS
SYDNEY CHILDREN'S HOSPITAL
FOUNDATION (TEDDY BEARS’ CLINIC) –
HOME & LIFESTYLE PAVILION
“The 2019 Sydney Royal Easter Show marked the first year of attendance for The Children’s Hospital at Westmead. It was a welcomed surprise to not only win the Gold Award but the Best in Show for the overall exhibit at the Show.
The Show has not only provided the opportunity to engage more with the community and their families, but it’s helped strengthen our relationships with generous corporate partners, particularly MIRVAC, who created our dream stand.”
Des Poeling-OerHead of Strategic Events & Development – Sydney Children's Hospital FoundationWinner of the 2019 Best in Show Award
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
EXHIBITOR
OPPORTUNITIES
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
1. THEWOOLWORTHS FRESH FOOD DOME With 90% of Showgoers visiting the Woolworths Fresh Food Dome each year, it is the most visited pavilion at the Show. Home to one of the most popular attractions, the District Exhibits is an iconic showcase of Australian agricultural produce. Taste the Australian made products within the Woolworths Fresh Food Dome such as fine food, dairy, wine, tea, coffee, condiments, confectionary, herbs and spices plus healthy eating options (Australian-made guidelines are in accordance with the ACCC’s regulations).
Shell Scheme $885/sqmSpace Only $740/sqm
(Excludes main aisle stands - enquire for rates)
2. HOME & LIFESTYLE PAVILIONThe number one location for stylish giftware, designer decor, gardening tools, cookware, spas, technology, bedding, home appliances and international food. This destination also offers a Travel & Tourism area and government departments. New in 2020 is the Home & Lifestyle stage which will feature product demonstrations such as DIY, health and fitness.
Shell Scheme $833/sqmSpace Only $688/sqm
3. PET PAVILIONAdjacent to the Home & Lifestyle Pavilion, the Pet Pavilion offers a wide range of pet care accessories, toys, treats and pet associations. Including the Pet Entertainment Arena and the Domestic Animal Competitions.
Shell Scheme $438/sqm
4. FASHION & STYLE PAVILIONLocated in the central district of Sydney Showground, the Fashion & Style Pavilion offers a stunning array of boutique clothing, homewares, jewellery, cosmetics and beauty products. Featuring the Natural Fibres Showcase, a daily high-end fashion parade of Australian-grown natural fibres. This pavilion includes the ‘Pamper Me’ area where you can receive tips, handy hints and buy the latest beauty products, plus a Men’s area featuring clothing, accessories, skin care and footwear.
Shell Scheme $787/sqm
Space Only $688/sqm
5. HERITAGE PAVILIONA celebration of the rich heritage of the Show and RAS since it began in 1822. Stands include displays of trophies, memorabilia and horse-drawn carriages. Exhibition stands include Make-Your-Own Kewpie Dolls and a range of associated products and services.
Shell Scheme $324/sqm
Click here for Terms and Conditions
6. SHEEP & FLEECE PAVILIONDiscover high-quality products, clothing and accessories made from wool and other natural fibres alongside the interactive animal exhibits and a spinning and weaving display.
Shell Scheme $729/sqm
7. WORLD BAZAARWorld Bazaar provides a multicultural shopping bonanza, presenting a range of exotic, unusual and intriguing products from around the globe.
Shell Scheme $755/sqm
Space Only $667/sqm
8. KIDS’ WORLDKids’ World displays a diverse range of products including interactive and educational games, clothing, accessories, toys and entertainment.Shell Scheme $755/sqm
Space Only $667/sqm
9. AROUND THE GROUNDSOutdoor spaces with high volume traffic provides amazing exposure and sales potential for promotional vans, marquees/hoeckers, containers and custom built stands.
Shell Scheme $657/sqm*
Space Only $578/sqm
*Includes marquee/hoecker structure
10. THE ZONEA tween and teen favourite, The Zone highlights on-trend jewellery, fashion, pop culture, technology and accessories.
Shell Scheme $667/sqm
Space Only $579/sqm
11. STEGGLES POULTRY PAVILIONA showcase of poultry products and industry associations alongside the Sydney Royal Poultry Show.
Shell Scheme $365/sqm
PLEASE NOTE Prices are GST inclusive. Minimum stand size is 9sqm for Shell Scheme and 18sqm for Space Only (excludes outdoor sites). Each booking will involve a Photo ID administration fee. If allocated a corner site, an additional $896 for each corner will be charged. Utilities: Wi-Fi, electricity and plumbing are not included. This information is subject to change. Correct as of July 2019.
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
“This has been our first year exhibiting at the Sydney Royal Easter Show and it’s been an amazing experience. We have been able to meet the target market we are aiming our product for and we are experiencing opportunities to have great conversations with them to expand our network. If you are wondering whether it's worth the investment to come to the Sydney Royal Easter Show and exhibit your business, I highly recommend it. It was a big step for us but it’s paid off ten times.”
Jodi Naylor (Founder)Living with Essential Oils (Doterra) – The Home & Lifestyle Pavilion
1. SHELL SCHEME
Includes carpeted floor space, timber fabric-covered walls (velcro compatible)*, a fascia board
bearing your company name and two spotlights per 3m x 3m stand.
The minimum size available is 9sqm.
*Woolworths Fresh Food Dome does not include carpet or fabric walls
Shell Scheme
A number of options are
available to ensure your
exhibition space meets
your objectives and
requirements
WHAT’S INCLUDED
IN YOUR
EXHIBITION SPACE
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
2. SPACE ONLY
Includes bare floor space inside
one of our pavilions. This option
is best suited to companies who
wish to construct their own
exhibition stand. Space only
exhibits must provide their own
flooring, walls and lighting. The
minimum size space available is
18sqm.
Please note marquee/hoecker
structures cannot be
constructed within pavilions.
Space Only Provisions
The provision of approved
walling is a requirement for all
stands. Shell scheme from
neighbouring exhibits cannot be
used for display purposes or
rigging. The RAS recommends
the use of professional stand
designers and construction
specialists. A number of
preferred suppliers can be
recommend upon request.
“We have been at the Show for 13 years. The benefit to Clayridge Honey is that we promote our products directly to hundreds of thousands of people that come through the Show. I highly recommend for businesses to exhibit at the Sydney Royal Easter Show. If you are thinking about exhibiting at the Show, try it and see how it goes for you.”
Matthew Hird (Owner)Clayridge Honey – The Woolworths Fresh Food Dome
Space Only Custom Built Stand
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Space Only Custom Built Stand
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
Outdoor Space Only
4. OUTDOOR SHELL
SCHEME (MARQUEE)
Includes concrete/grass floor space,
marquee/hoecker, custom printed
‘timber’ roof and a fascia board
bearing your company name.
Please note power, flooring, lighting,
plumbing and other requirements
can be organised through preferred
suppliers at an additional charge.
“As an exhibitor, the Show was an overall success! We sold out twice and received a lot of follow up interest in our products. Exhibiting at the Sydney Royal Easter Show is definitely the best way to get the most exposure in a short amount of time.”
Lisa Haynes (Owner)Gourmet Dog Barkery – Pet Pavilion
3. OUTDOOR SPACE ONLY
Includes an identified bare space that
must be filled by a stand structure
arranged by the Exhibitor. This option
is best suited to companies who wish
to construct their own exhibition
stand (flooring, walls and lighting).
Please note, no BYO
marquee/hoecker.
Outdoor Shell Scheme
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS 2020 COMMERC IAL EXH IB ITOR PROSPECTUS
WHAT’S NEXT
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APPLY FOR A STANDTo apply for a stand, download the 2020 Exhibitor Expression of Interest Form (EOI) using the below link: https://www.eastershow.com.au/partner-with-us/exhibitor-opportunities/
HAVE YOU BEEN SUCCESSFUL?If your EOI has been successful, you will receive a link to the Exhibitor Portal which will contain your Schedule of Key Terms (Terms and Conditions) and other tasks that need to be completed. It also features the Event Manual, a compulsory read for exhibitors as it describes Show requirements.
SECURE YOUR STANDSuccessful applicants are required to accept the Schedule of Key Terms and pay a 35% non-refundable deposit within 14 days to confirm their stand and its location. If the stand is not paid within the 14 day period your EOI is then placed on a waitlist.
FINAL INVOICEAfter the deposit has been received, the final invoice will need to be paid by the due date as specified on the invoice. If the balance is not paid, the stand location may be forfeited (monies paid are non-refundable).
PAINLESS & PAPERLESSUpload your documentation to the Exhibitor Portal: Public & Product Liability Insurance, Workers Compensation Insurance, Risk Assessment questionnaire along with Working with Children Checks and RSA cards, if applicable.
GET READY … IT’S ALMOST
SHOWTIMEFrom early March you can pick up your exhibitor pack from the Exhibitor Services Centre at Sydney Showground. It’s filled with everything you will require for the Show including staff IDs, bump in/out vehicle passes, maps etc.
MAKE YOUR STAND, STAND OUT!The Commercial Exhibitor Awards acknowledge and reward exhibitors who demonstrate high standards in presentation, appeal and personnel at the Sydney Royal Easter Show. Bring your creative flair to make your stand unforgettable.
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
Exhibitor Services Centre opensEarly March 2020
Bump-in Space Only – 23 March 2020Shell Scheme – 31 March 2020
Sydney Royal Easter Show 3 – 14 April 2020
Commercial Exhibitor Awards judging 6 - 7 April 2020
Commercial Exhibitor Awards presentations9 April 2020
Bump-out15 April 2020
2020 COMMERC IAL EXH IB ITOR PROSPECTUS
EXHIBITOR EXPRESSION OF INTEREST FORM
COMMERCIAL EXHIBITION VIDEO
SPONSORSHIP OPPORTUNITES
ADVERTISING OPPORTUNITIES
SYDNEY ROYAL EASTER SHOW RESEARCH
KEY DATES
COMMERCIAL OPPORTUNITIES
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2020 COMMERC IAL EXH IB ITOR PROSPECTUS
Thank you for your interest in being a part of the 2020 Sydney Royal Easter Show. Over 12 days, this iconic Show hosts over 450 exhibitors across 10 pavilions and around the grounds.
Please contact the exhibitions team if you would like to reserve exhibition space or receive further information about the largest ticketed event in Australia.
We look forward to seeing you at the Show!
DIANA SALOUMEXHIBITION SALES MANAGER
(02) 9704 1421 – [email protected]
CONTRACTS COORDINATORLinda Calkin – [email protected]
EXHIBITION COORDINATORClarissa Doran – [email protected]
HEAD OF COMMERCIALPaul Bowd – [email protected]
A MESSAGE FROM THE
EXHIBITION SALES MANAGER
