WQA Aquatech Surpasses Expectations

WQP: Could you provide a review
of the outcome of this year’s WQA
Aquatech USA event, exhibitors
and attendees?

Peter J. Censky: The numbers are
outstanding—we broke records in every
category. We had 4,467 attendees and
331 companies in 599 booth spaces. In
other words, each group got what they
came for, attendees were able to visit a
record number of vendors—some showing
for the first time at our show—and
the exhibitors had record numbers of
attendees shopping for products.

WQP: Did the show meet WQA’s
expectations and what surprised
you most about it?

Censky: Our expectations were met
perfectly; in fact, the biggest surprise was
how closely we met—exceeded really—
our own optimistic projections for the
show outcome in Las Vegas. It’s important
to realize that we aren’t growing this
event just to have a bigger and better
show; it’s all about unifying the household,
commercial, industrial and the
high-purity sectors of the industry. If we
do that, then the show will naturally
grow into what both attendees and
exhibitors want and need.

WQP: What are some changes
that you would like to make for
WQA Aquatech USA 2006?

Censky: Quite frankly, there isn’t
much we need to change. What we will
be doing is growing our target sectors’
participation in the show; it will take at
least three years to set this new “brand” in
the minds of the industry. To succeed at
this, people will have to participate in the
show. This kind of trade show is considerably
different from other big trade
shows; neither attendees nor exhibitors
will understand that difference unless
they are there and actively participating in
the event. We believe the great experience
of our Las Vegas exhibitors will generate a
“viral” enthusiasm across all sectors.

WQP: What can we expect to see
different in terms of educational
sessions, exhibitors?
Censky: Actually, you’ll see a further
expansion of things we developed for Las
Vegas. For example, we worked hard at
integrating truly useful educational experiences
right on the show floor. This part
of the show exceeded my wildest expectations.
Many of the vendor-booth sessions
and the Meet The Expert sessions at the
WQA booth were standing room only.
You’ll see even more of them at the show
in Chicago in 2006.
You’ll see even more exhibitors in
Chicago representing a broader range of
industry sectors. This year was a “trial
balloon” that really succeeded, so many
of the vendors who took a wait-and-see
attitude missed a great show; they won’t
make the same mistake in 2006.

WQP: Could you please tell us
more about the partnership
between WQA and RAI after your
fist show together. Can exhibitors,
attendees expect to see more of
RAI’s participation next year and
in what way?

Censky: Actually, every single aspect of
this year’s show was a joint production of
the Amsterdam RAI and WQA. From
budgeting to venue issues to publicity—it
was all a team effort that involved both
organizations. And, I’m happy to say, it
worked out better than either of us had a
right to expect. WQA is certainly delighted.
The Aquatech Amsterdam Show
is fundamentally different than our
North American show because the
European environment is different. As
time goes on, there will be more similarities
in the shows—particularly in
the types of exhibitors.

It is important to realize also that in
the U.S., WEF and AWWA have large,
very successful shows that cover the
municipal clean water and waste water
markets. The WQA Aquatech USA show
will focus on the industrial, household,
high purity, chemical treatment, and a
variety of other sectors that serve end
use customers. wqp

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