- by Christopher Jones
- Published: 15 July 2016
The Australian Triathlon, Endurance and Cycling Expo is now in its second year and opens the doors to the public at the Sydney Showground on July 23 and 24. Unlike the Australian bike expos in the past, ATEC broadens its sporting focus to reach a larger audience so cycling is represented, along with other active sports.
It is no secret that bike shows in Australia have had a tough journey, from the large distances between capital cities, to timing of the show and attracting enough exhibitors and visitors. The Bicycling Australia Show, Ausbike and the Sydney Bike and Lifestyle show are all casualties and only the Tour Village which is erected each January at the Tour Down Under in South Australia has established itself as a regular calendar event.
ATEC launched in 2015 and David Halfpenny attended on behalf of BNA reporting that it was “Better than expected”. You can read his report and see photos: The ATEC expo- better than expected.
The organisers of ATEC are striving to raise the profile of the event, promotional activities are ramping-up and this year Bicycles Network Australia is supporting the event this year as a media partner. I asked Exhibition Director, Vanessa Maniatis what is in store for visitors this year at ATEC.
Christopher Jones – How many visitors are you expecting at the ATEC Expo in Sydney
Vanessa Maniatis – We are anticipating an audience of approx. 4000 this year. We attribute this anticipated growth to the 30% increase in exhibitors across the show plus greater efforts across our marketing campaign.
Christopher Jones – Which changes have you made following the show last year (and why)?
Vanessa Maniatis – We have focussed our efforts on creating a broader, diverse exhibition as well as growing the bike zone. We received feedback from visitors that they would like the opportunity to view and purchase a wider range of products onsite, so we set about to ensure our exhibitor list reflected this. The bike zone has seen the largest growth this year with a wider variety of bikes on display as well as helmets, shoes, wheels and other accessories .
We have included two new areas on the show floor, the Start-up Zone and the club corner. The start-up zone allows young companies the opportunity to have a presence and promote their products/services directly to a highly targeted audience. The club corner features various clubs that will be on hand to provide information on member benefits and event schedules. These two new features are directly reflective of feedback from last year.
Christopher Jones – Are you anticipating that the bike riders who attend are performance orientated or everyday cyclists
Vanessa Maniatis – We anticipate a mix of both, particularly as we offer seminar sessions that appeal to both, with a higher slant towards performance orientated cyclists.
Christopher Jones – A lot of bike big brands have their own consumer events and they are becoming notoriously difficult to attract to bike shows – are visitors still getting enough?
Vanessa Maniatis – The unique offering of the ATEC Expo is that visitors can come along not only view products but also to learn from the seminar sessions. It makes for a very interactive and inspiring environment . In addition to the bike zone and seminar program, we are also running the ATEC Expo Open Criterium again, hosted by the LACC. This is a fast-paced, exhilarating series of races that are exciting from both participants and spectators alike!
For more information about ATEC in 2016 is available on the website: www.atecexpo.com.au
You can also get a 20% discount on the entry price by ordering tickets online and using the following discount code: ATEC16BNA