Courtesy
of IFEMA
Fermin Lucas, Director
General |
A Little over a year ago I sat down
with Fermin Lucas, Director General of Madrid’s
prestigious exhibition center, Ifema. Here is a
follow up to that interview, underscoring the spectacular
growth that both Madrid and Ifema have undergone.
Recently Ifema
celebrated its 25th anniversary and has undergone
tremendous expansion.What is in store for the next
10 years?
The new infrastructures and the expansion phase
II of Ifema have proved to be a boon for the bottom
line figures, That has been put into place by new
services initiated through the strategic plan.
This plan consists of a four pronged
approach: new trade fairs, value added services,
internationalization and increasing non-exhibit
type events. The goal is to reinforce competitiveness
and leadership on both national and European levels,
while at the same time work in tandem with the Madrid
Region to increase overall value.
With this specific plan Ifema predicts
that by 2010, its billings will reach 273.4 million
euros, which is a 51% increase over 2007. Additionally
Ifema estimates that the number of foreign visitors
and exhibitors will increase by 70% with respect
to 2004.
All this will have an enormous impact
on the Madrid Region. At present Ifema generates
1,800 millions of Euros and accounts for 39,000
jobs. The strategic plan predicts that revenue to
rise to 2,157 millions of euros and the number of
jobs to increase to 49,950. Ifema will continue
being one of the main economic motors for Madrid
and the rest of Spain.
Do you think
that the future construction and placement of the
new "City of Law" at Valdebebas will help
Ifema’s growth?
Most likely yes. Additionally Ifema
holds land in Vldebebas for future expansion.
At present we are immersed in the expansion of Ifema
which should be completed by 2007. This expansion
program called for an investment of 115 million
euros and it comprises the construction of two new
pavilions (12 and 14) which will increase Exhibition
capacity to 50,000 square meters. It will bring
the rough exhibition surface to 200,000 square meters
as well as add new parking facilities, meeting rooms
and restaurants.
Pavilion 12 is 14,400 square meters
and will be constructed from a different perspective
to increase height to 17.5 meters and allow for
the possibility to hold different types of events
including sports related ones.
Pavilion 14 will have two stories
within the 14,400 square meters and a height of
11 meters on the ground level and 9 meters on the
first floor allowing for greater cargo payloads-up
to 1,500 kg/m3.
The new parking areas will be fully operational
in the coming months and are located in the southeastern
corner of the fairgrounds. It is a two level parking
area of 58,000 square meters allowing for 2,430
spaces.
Does Ifema
have any commercial/management agreements with Trade
Fairs in other countries?
In 2005 Ifema increased its cooperation with specific
countries. In the case of China a new agreement
was signed with China International Exhibition Centre
Group Corporation ( CIECGC). The agreement for both
parties was to collaborate in areas of mutual benefit
such as those relative to the new Beijing Fair Grounds.
Ifema will act in a consultancy mode for CIECGC.
The agreement calls for Madrid’s Ifema to provide
"know-how" and expertise in the sales
and management of exhibitions.
Commercial relations with China began
in June of 2004, when Ifema brought to the table
a viability of design study for the construction
of the new Chinese project. This study was in two
parts: one part proposed an array of recommendations
relative to design and architecture and the second
part was on a management level, offering advice
and expertise in the marketing and commercial areas.
This excellent type of collaboration between institutions
was significant, in that it comprised aspects for
future commercial relations.
In the Interview
last year you spoke highly of your relationship
with the United States and specifically the office
that The American Embassy has at Ifema. Will these
relationship continue and what impact has it had
for Ifema?
In 2004 we renewed the agreement
of "collaboration" with US Foreign Trade
Department, and the continued presence of an on
site office.
|
Spain 
