Organising exhibitions is no holiday for Maureen

Along with her husband Edmund Hourican, Maureen Ledwith runs Business Exhibitions, whose list of events includes the annual Belfast Telegraph Holidayworld show, which this year runs from January 18-20. Here Nigel Tilson discovers that putting on exhibitions is hard graft.

Maureen Ledwith, seen here with television personality David Dickinson at a show opening, says a key and constant part of her job lies in studying the markets in which business exhibitions operates so that she is aware of developments and can identify prospects

THE POST: Director/owner of Business Exhibitions.

THE POSTHOLDER: Maureen Ledwith.

What does your job entail?

We're very much associated with the Belfast Telegraph Holidayworld show which we've run since 1994, but that's just one of our exhibitions.

We're one of Ireland's biggest exhibition companies with shows in fashion, hardware, DIY, gardening and the energy sector.

I'm involved in every show and the job covers everything from coming up with original concepts and dealing with sponsors to selling stand space to exhibitors and driving up attendance.

Obviously I'm there throughout every show to supervise the set-up and make sure everything runs smoothly.

How did you get into this line of work?

I was working in fashion and saw the opportunity to launch a major trade fashion show which would service retailers right across Ireland, north and south.

It was an ambitious concept, but I had the confidence of youth and was determined to have a go. Following the dream paid off as Futura Fair has been going for 31 years and is now recognised as one of the longest established and most successful trade shows in the country.

With one show running successfully, it seemed logical to expand to run others and my husband's expertise in the travel sector, where he had built his career, was what originally inspired us to create Holidayworld.

Outline your career to date?

I started off as a civil servant. It was an attractive avenue in those days as it offered good pay and conditions and job security, but it was a safe option rather than something I really wanted to do.

I stuck it out for a while, then launched out on what must have seemed to my family to be a precarious career as a fashion model. My first break on television was in a commercial for Ulster Bank.

Tell us about your qualifications/training?

I went into the civil service right after school so most of my professional training has been gained while I have been working.

It's not an approach I would necessarily recommend for someone starting out in today's business world, but hands-on experience is still an important part of the mix.

My own boys have proved extremely academic, which has been a source of great pride to us, but we've been equally proud to see how they are prepared to muck in with even the most menial job in order - quite literally - to get the show on the road.

Did you always want to work in your chosen sector?

I came into exhibitions in a roundabout way, but it's been a great career for me. If I had to do it all again, I would.

What qualities are required for your position - personal and professional?

Determination and vision. You'll get nowhere in any job without a generous helping of determination allied to hard work, but it takes vision to build a business.

You also need to have the confidence to put your money where your mouth is.

We originally launched Holidayworld in Dublin and, I suppose, we could have rested on our laurels when that show proved successful.

We believed, however, that there was a real need for a sister show in Belfast.

The travel trade in Northern Ireland was equally keen to see something established to suit the local marketplace so we tested the waters back in 1994 with a very small scale trade show held in what was then the Threepenny Bit at the King's Hall.

ABTA, the Northern Ireland Tourist Board, and a number of local travel trade representatives gave us their support back then - and they are still with us, for which we are extremely grateful.

It's worked for all of us, but things have moved on from those modest beginnings to the Belfast Telegraph Holidayworld show.

We now have three major shows in one: Holidayworld, the Caravan Camping & Outdoor Show and our most recent addition, the Belfast Adventure Sports Show.

The 2008 show is being staged at the King's Hall next week and our celebrity guest will be Christopher Biggins, fresh from being crowned king of the jungle in 'I'm A Celebrity Get Me Out Of Here'.

What do you do day to day?

Currently I am immersed in preparation for the Belfast Telegraph Holidayworld show, liaising with exhibitors, focusing on pre-promotion and sorting out logistics.

A key and constant part of the job lies in studying the markets in which we operate so that we are aware of developments and can identify prospects.

Reading newspapers and trade magazines and keeping in touch with our contacts is essential, not only in the run-up to a particular show but throughout the year.

Detail any recent projects that are reflective of your job and your industry?

Shows need to be constantly refreshed and revitalised if they are to attract exhibitors and visitors.

The addition to the Belfast Telegraph Holidayworld show of the Belfast Adventure Sports Show is a good example of how we're responding to that appetite for something fresh.

There has been a huge growth worldwide of activity and special interest holidays in recent years, both abroad and right here at home.

The new element of Holidayworld reflects that sector and also provides loads of have-a-go opportunities for visitors.

That opportunity to try something new is an essential component of show-going these days. People no longer want to come and see static stands: they want to have a good day out so we have to think of ourselves as being in the entertainment industry.

What makes working in your industry interesting and challenging?

Change. Nothing stays the same in any industry, but travel and tourism is particularly fast moving and every year is different.

The emergence of low cost airlines, the move towards internet booking, the availability of long haul package holidays, the rise of the short break, concerns over our carbon footprints - these are the sort of issues which colour the sector and which therefore colour Belfast Telegraph Holidayworld.

The industry has a seemingly endless capacity to re-invent itself and to respond positively to change.

Everyone is interested in travel and tourism and, despite the hard work, the sector has retained an underlying sense of glamour and fun. Holidays are - or at least should be - high points in people's lives and we reflect that.

What career progression opportunities are available?

There is as yet no standard career ladder within the exhibition industry. On the plus side it means that there are opportunities for entrepreneurs but, on the minus, it's tough, competitive and capital intensive to do your own thing.

What kind of personality do you need to operate within your chosen industry?

You need to be self-motivated, prepared to work long hours and it helps to have a thick skin.

A large proportion of our work involves sales and not every call gets a positive result.

But you can't afford to 'fall at the first fence'. I once heard salesmanship described as 'the exchange of enthusiasm' and I think enthusiasm is possibly the best single asset which anyone could bring to our business.

What do you like to do in your spare time?

It sounds rather strange, but I like to work. Ours is very much a family business which inevitably means that we're always talking about work and sharing ideas even when we're supposed to be off duty.

Of course, we absolutely love to travel and we can always justify that extra break by saying it's great research for Holidayworld.

Tell us an interesting fact about yourself?

I'm an avid Manchester United supporter.

Who has inspired you most in your life?

My parents were farmers and had a great work ethic.