Brains behind Xerocon and Living Smart in the mix

By , 6 February, 2020

Drawing ideas and skills from across different types of events and industries can flick the switch in designing a memorable event. The Business of Events 2020 draws together speakers from a range of industries, with far-reaching experiences, to give attendees exactly this opportunity.

Anne-Marie Mina, Marketing Manager at organiser Exhibitions & Trade Fairs (ETF), said, “Take Xero; it’s cloud-based accounting software, so their event, Xerocon, is for accountants and bookkeepers. But there are no brown cardigans at Xerocon. Dubbed ‘Coachella for accountants’, it offers attendees an experience like no other and includes five festival-inspired activations that contain custom-built skate ramps with pro-skaters, sweet shops, wellness spheres, and a 24 metre ball pit. Unsurprisingly is now the largest accounting-technology conference in Australasia.”

Penny Elmslie, who’s Xero’s Global Director of Brand and Community, will give attendees a-behind-the-scenes-look at Xerocon and provide insights for reimagining any type of event.”

Ms Mina said, “It will be interesting for delegates from associations and government to listen to the experiences of corporate event planners, just as the reverse will be.”

She said for instance, “Living Smart – The Growth of a Sustainability Festival in The Hunter”, is a community-engagement case study. Jacqui Hemsley, Lake Macquarie City’s Manager for Arts, Culture and Tourism, and Sustainability Engagement Coordinator Christine Harle, will cover how they morphed a one-day event into an award-winning three-day festival without increasing spend; designed paid elements that sold-out within 48 hours; and delivered significant growth to the economy. It is now a multi-award winning and flagship event for the city.

ETF’s Anne-Marie Mina said, “The Business of Events 2020 has a wide assortment of speakers, with a gi-normous array of knowledge and experience. There are fantastic opportunities for learning across segments. How do event planners and marketers from corporates approach their work? What keys do destination regions offer associations and corporations in terms of growing audiences? And what switches do associations flick that government and corporate sectors can learn from? The sharing of information will really help delegates from all sectors unlock the power of their events.”

The Business of Events 2020 is on Thursday 19th March 2020, at Sydney’s Luna Park. An intimate breakfast, “The Power of Community and The Amazing Benefits for Brand & Bottom Line” will run from 7-8:30am before the full-day main conference. To book and for more information, visit

Source: Exhibitions and Trade Fairs