A UBRAFEThe Brazilian Union of Fairs and Business Events has just announced the results of the first edition of the business fair for the events and live marketing sector, EXPERIENCE EXPO (EEX). Promoting gender equity, with a representation of 50% men and 50% women among the 80 speakers from 7 countries such as Brazil, Germany, France, Argentina, Bolivia, Mexico, and Canada. In addition to diversity and inclusion, among the discussions about the future of the sector and current topics, the presentation of cases from the most relevant events in the national and international scene was addressed, along with discussions and examples of how the events sector can and should contribute to ensuring that in-person events are seen and analyzed as positive agents of sustainability.EEX has also established itself as a networking platform, but primarily as a generator of business opportunities for the B2B and B2C events sector, attracting 2,800 participants over two days of the event, with 80% of them residents of the city and state of São Paulo, and 20% from other states in Brazil and abroad.
“We were very excited about the results obtained from the 1st edition of Experience Expo, because in addition to the business generated between companies in our sector, we were able to directly analyze and verify how the events can contribute to the goal of becoming carbon zero in the coming years”, he celebrates.Paulo Ventura, chairman of the board of directors of UBRAFE.
With an expectation of reaching 55 exhibitor brands in the first edition of the event, EEX recorded a total of 65 exhibitor brands, a number above the planned target. The EEX set a milestone at a leading sustainability event, becoming a model event for other industry events. During the conference, executive Kai Hattendorf emphasized the importance of commitment to the environment by reducing the carbon footprint to zero, inviting the sector to deeply reflect on an important and urgent current issue. Kai Hattendorf also celebrated the joint signing by 33 Brazilian companies, all members of UBRAFE, of the global commitment that all events should be carbon neutral in the coming years. Today in the world, more than 700 companies and organizations in the events sector have already made this commitment. Among various actions focused on sustainability, the event prioritized digital signage and communication, the use of carpets made from recycled PET bottles, the reduction of single-use plastic, the use of natural fibers in the event support team's uniforms, as well as technological innovations such as simultaneous translation of lectures through artificial intelligence, and the mitigation of all CO2 emissions associated with the transportation of all materials used and visitors' travel to the event, in partnership with Carbono B.
The 2,800 badges issued to visitors were made with paper containing arugula seeds. Each badge contains an average of 10 arugula seeds, so if all are planted, a total of 28,000 arugula plants will be produced, a number equivalent to the volume sold in almost one day of vegetable sales at Ceagesp in São Paulo.
The first edition of EEX also recorded a total of 1,950 liters of water distributed free of charge to all participants in a hydration island, in recycled paper cups, equivalent to 3,900 bottles of 500 ml, which if stacked, would correspond to a 268-story building. The recycled paper cups were sent for recycling after the event, accounting for zero waste sent to landfills.
“There is a lot of talk about the role of in-person events in a decarbonized society, but companies in the sector, in addition to understanding this goal, needed to know in practice how all this theory can and should be applied on a daily basis, and during EXPERIENCE EXPO we were able to demonstrate and discuss in depth several of the commitments that the sector is making in this regard,” he concludes.Paulo Octavio Pereira de Almeida (PO) executive director of UBRAFE.
The first edition ofEXPERIENCE EXPOIt took place on August 1st and 2nd at the newly renovated Anhembi District in São Paulo, organized by UBRAFE with content curatorship by MCI Brasil, sponsored by GL Events and Grupo Pleno Locações, and officially supported by other sector associations such as AMPRO, ABEOC, ABRACE, MPI, APBR, SINDIPROM, and UNEDESTINOS, demonstrating objectively that the event aims to be a reference for all professionals and companies involved in the event value chain, attracting 2,800 participants over the two days of the fair and congress. The second edition of EXPERIENCE EXPO is already confirmed for 2025, and the date and location will be announced during the upcoming association event, the CEO weekend, on October 18, 19, and 20 in the city of Recife, Pernambuco.
