Richard Harper, Trade Promotion Manager at the British Consulate-General in Sydney, offered practical insights into approaching the Australian market, highlighting the fact that despite common ground - language, culture and legal systems - there were still significant differences between the UK and Australian markets. He advised those considering the market to first commission a market report through Trade Partners UK.
Nigel Benson, publisher of Australasian Leisure Management, concentrated on the current status of the leisure and recreation markets, placing its value in the region of $12.7 billion, and highlighting areas ripe for development.Roger Cowen, general manager of Panthers, the largest licensed club in New South Wales, gave an informative presentation on the background to this peculiarly Australian institution. It seems the club system initially developed to provide somewhere for those returning from the Second World War to maintain contact with colleagues. These not-for-profit clubs have since flourished, pouring large sums of money back into the community - currently around £89.3m a year. The clubs - 1536 in New South Wales alone - are looking for ideas from this sector that will help them diversify in light of new legislation and the growth of unregulated gambling.
Overall, the speakers presented a thorough overview of the Australian leisure and recreation market and the opportunities there for those willing to make a commitment to finding the gaps in a mature, sophisticated and cosmopolitan market.
As was made clear, one of the most effective ways to assess the suitability of a market is to take space at an exhibition in that country. PLASA has secured funding for UK companies interested in exhibiting at Entech, the largest event in Australia for professional entertainment technology, which takes place in Sydney from 5-7 April 2004.
Eligible companies will benefit from a grant of up to £2400 to help pay for their stand and freight costs, and an additional target market grant of £1200. To register your interest in this event, please contact Helen Willis at PLASA on 01323 410335 or e-mail helen@plasa.org.
