Have you given much thought to the lessons you learnt from the 2010 FIFA World Cup As the MD of exhibition, events and display company Scan Display, I have tried to understand how people in this industry behaved during the world cup, and why they behaved in this way.

Click here to see a collection of insights I gauged from what I saw, and perhaps some lessons that can be taken away from them. In this way, we can be prepared for next time – the Olympics, maybe?

Soweto Sewing Company benefits from exhibition industry generosity

The Soweto Sewing Company has recently benefited from the generosity of the South African exhibition industry. Three exhibition organisers have given the Soweto Sewing Company free exhibition space, and Scan Display has provided them with a branded pop-up stand and counter.

The three organisers who sponsored the Soweto Sewing Company are: Specialised Exhibitions for Markex Jhb (in August); Wholesale & Retail Sector Education and Training Authority (W&T Seta) for the Soweto Festival Expo (in September); and  Baba Indaba for their upcoming show in Sandton (in October).

The Soweto Sewing Company attracted the support largely because their story is so inspiring. The group began in 2008, in Braamfischerville on the outskirts of Soweto. The five founding members could not find employment, and so, using initiative in the face of adversity, they decided to create work for themselves in order to support their families.

A few of the women had sewing skills, which they shared with their colleagues and, working from home, they started to craft bags from beautiful African print fabrics. This entrepreneurial spirit has had the beneficial spin-offs of helping to uplift the community and providing positive role models.

A donation of two sewing machines, an over-locker, as well as a space to work in 2009, enabled the group to improve their production base and reach a wider market. They have now expanded their product range and at Markex showcased not only bags but clothing and accessories suitable for corporate gifts. At Soweto Festival Expo they featured household items such as tablecloths, placemats and coasters. New products, including baby bags and blankets, will be launched at the upcoming Baba Indaba.

Judith Thobakgale, who manages the Soweto Sewing Company, is delighted by the marketing opportunities the exhibitions have created for the enterprise. “We are very excited to have these opportunities to showcase our products and meet new clients. Our aim is to grow the Soweto Sewing Company into a self-reliant and profitable company, and these exhibitions are the stepping stones to help us achieve this dream,” says Judith.

Judith adds: “We would like to thank our sponsors whole-heartedly, and will strive to impress them with what we can do.”

W&R Seta’s sponsorship package, which they offered to 200 SMME’s including the Soweto Sewing Company, includes two compulsory workshops in business management. Judith has already attended these and hopefully this strategy will equip the group with the necessary skills to manifest long term benefits from the shows.

You can visit the Soweto Sewing Company stand at Baba Indaba, which runs from the 22 to 24 October 2010 at the Sandton Convention Centre.

The future of exhibitions: fabric graphics and green power

At the recent Markex Jhb exhibition, Scan Display implemented new technology in the form of fabric graphics (called tension fabric systems) and green power. Both of these have positive applications within the exhibition industry, and are expected to become increasingly popular choices for exhibitors.

Fabric systems

Earlier this year Scan introduced tension fabric system options, which quickly gained appeal with the South African market. The fabric systems involve printing graphics directly onto fabric, which is then stretched across frames to create a smooth wall that can be back- or front-lit, giving the image a warm look-and-feel. Fabric can be used for large surface areas: at Markex Jhb, Scan used it to create a 5 by 6 metre life-sized backdrop of a Spanish street scene on its stand.

Aside from the aesthetic benefits, tension fabric systems are very versatile and can be used in many different spaces. For example, they can be mounted onto existing walls, or stand freely on frames, and can form straight or curved walls.

Justin Hawes, MD of Scan Display, adds: “Tension fabric is more compact when packed away, and far lighter than traditional wood and plastic wall panels. This allows for reduced storage and transport costs. The fabric is also extremely durable, and can be re-used – which is another cost incentive. Advances in technology are very exciting for us, as we are constantly finding ways to offer our clients even better products.”

Green power

Another feature of Scan’s Markex stand which attracted positive feedback was the use of green power. Greening is close to Justin’s heart, and led to his involvement in the formation of the Event Greening Forum last year. The Forum’s primary objective is to promote green principles and practices in the South African events industry.

Justin says; “Going green is a process. You have to start with small changes, and gradually green all elements of your business and day-to -day living. The use of green power at events is one step in the right direction.”

Scan purchased the green power from GreenX Energy in the form of a Renewable Energy Certificate (REC). One REC is equivalent to one MWh (or 1000kWh) of power, which was sufficient to run Scan’s stand and three of their clients’ stands for the duration of the show. At the time, one REC cost only R210 ex VAT, which Justin asserts is a nominal cost and a convenient alternative to planting trees in order to reduce your carbon footprint.

The green power is generated from multiple Solar Home Systems (solar photovoltaic panels) owned and operated by the Nuon RAPS utility, and fed directly into the homes of indigent consumers in Northern KZN. Therefore the certificate is notional; while Scan’s stand used Eskom’s power, it purchased an equivalent amount of green power which was used by consumers in KZN.

Marisa Naude, the Marketing and Administration Manager of GreenX Energy, says: “Based on more than eight years of experience in the South African voluntary REC market, we are seeing a steady increase in interest in using RECs for Certified Green Power. Scan Display can be proud of showing leadership in this growing market by using RECs on its stands and encouraging other exhibitors and event organisers to follow suit.”

Editor’s Note

In this issue you can:

• Enter our lucky draw to win two Tri-Nation tickets
• Win a Mobi-Pro rental
• Win a complimentary clip frame and graphics
• Catch up on what Scan was doing over the World Cup period.

Scan was busy with a variety of interesting projects during the World Cup. Amongst others, we worked with Budweiser, Adidas, Sony, Globex, Sneakers, the SABC, the City of Cape Town and the City of Johannesburg. In this newsletter we showcase our work, including feedback and photos from some of the projects.
Before we look back on the World Cup, here’s a quick reminder about what’s ahead:
Markex will run from the 24 to 26 August at the Sandton Convention Centre. Don’t miss this chance to visit Scan Display’s stand (C27, Hall 2) to see what we – and you – can do with a Modulbox.

Best regards
Justin Hawes
justin@scandisplay.co.za
Managing Director

	Adidas’s House of Football Scan Display designed and built its largest custom stand to date – the 50m by 20m Adidas House of Football stand at the Sandton Convention Centre. This was the Adidas headquarters for the 2010 World Cup. Click here to read more.
	City of Johannesburg’s World Cup Public Viewing Area Scan Display partnered with Zanusi Brand Solutions to provide the City of Johannesburg with a World Cup Public Viewing Area (PVA) in Mary Fitzgerald Square, Newtown. Click here to read more.
	SABC broadcast centres Scan Display was awarded the SABC tender to build live radio broadcast centres at all 10 FIFA Fan Fests. Click here to read more.
	Tourist information kiosks Scan Display won the City of Cape Town’s tender to build 13 information kiosks in and around the city – from St George’s Mall to Khayelitsha. Click here to read more.
	Australian cocktail lounge for dignitaries The Australian Football Federation contracted Scan Display to create a space for it to entertain important guests and dignitaries, including FIFA’s Sepp Blatter, during the World Cup. Click here to read more.
	Globex’s historic soccer memorabilia exhibition The Globex World Football Museum in England takes its travelling soccer history exhibits all over the world. The exhibition’s most recent stop was Durban, South Africa for the duration of the World Cup. Click here to read more.
	Sony hospitality Scan Display designed and built exclusive hospitality lounges for Sony and its guests at three stadiums: Moses Mabhiba in Durban, Soccer City in Johannesburg and Green Point Stadium in Cape Town. Click here to read more.
	Fan park-and-ride kiosks Scan Display built modern and sleek outdoor park-and-ride ticket kiosks for the cities of Cape Town and Johannesburg.
	Retailing FIFA™ merchandise Sneakers, a supplier of FIFA™ merchandise, contracted Scan Display to construct temporary FIFA™ branded retail stands from which to sell their products at 50 locations throughout South Africa.
	Budweiser Man of the Match trophies Scan Display was honoured to be asked to design and build the display cases to house the Budweiser Man of the Match trophies at each of the World Cup stadiums.

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Scan’s 2010 Soccer World Cup activations

Scan Display experienced a 350% increase in business for the month of June because of World Cup related jobs, with a variety of interesting projects including activations for Adidas, Budweiser, Sony, Globex, Football Federation Australia, the SABC, the City of Cape Town and the City of Johannesburg.

The adidas Jo`bulani Central (“House of Football”) was the largest custom stand Scan has built to date, with a floor space of 1 000m² (50m x 20m) and 5.3m high walls. Designed by Uniplan, Germany, and realised by Scan it served as the World Cup headquarters for adidas and included office space, media facilities, an entertainment area for VIP guests, and an exhibition showcase for the Adidas World Cup clothing range.

Other official World Cup sponsors that contracted Scan’s services included Budweiser – to create Man of the Match trophy cases – and Sony – to build VIP hospitality villages at the three main soccer stadiums.

The City of Johannesburg’s World Cup Public Viewing Area (PVA) at Mary Fitzgerald Square in Newtown was another interesting project. The City awarded the tender for the PVA to Scan Display in partnership with Zanusi Brand Solutions.

Two hundred and forty thousand people attended the PVA, which featured an exhibition and retail village, a miniature soccer field, and live entertainment before and after match screenings – such as Brazilian samba bands, the Soweto Opera, a Japanese free style dance crew and popular African artists like Dudu Manhenga (Zimbabwe), Kunle Ayo (Nigeria) and Mandoza (South Africa). All games were screened live, and entrance was free of charge.

Some of the projects involved simultaneous activations at multiple locations throughout South Africa – such as the construction of 10 SABC media centres in nine cities in South Africa. Other projects involved multiple activations in a single city – for example the 13 information kiosks the City of Cape Town requested to provide tourists with accurate information.

Scan Display’s Managing Director, Justin Hawes, says: “The experience we gained was invaluable as we had the opportunity to showcase our company, our skills and our creativity to a new audience.”

The World Cup may be over but Scan Display is committed to ‘Keep Flying’ the flag. This is a campaign initiated by Draftfcb, which encourages South Africans to keep the spirit of the World Cup alive. Justin says: “The World Cup was a great event, and we need to ensure we bring about positive, lasting change from it. Scan Display intends to build on its experience from the event.”