Improved visitor experience is key to success
CHANGES: Venue is the same, but increased space, in-person viewing of new vehicles are major draws
Evolve or die.
That’s been Jason Heard’s mantra since taking over the wheel of the Vancouver International Auto Show four years ago. And judging from rising attendance figures ever since, that philosophy is paying off for the show’s personable executive director.
“That’s the killer in shows like this; if you don’t keep things fresh you’re in trouble,” Heard told me during a break in the madcap lead-up to the show, which opens tomorrow at the downtown convention centre.
“The first year we added the ballroom spaces; the next the outdoor display venues; then the DUB Monster Energy Show; and this year more exotics than ever,” he said of his team’s ever-expanding vision for the annual event. “As much as the venue has stayed the same, each of the past three years have been a full rinse, wash and completely start again.”
In addition to a stellar lineup of vehicles — setting a new VIAS record for the number of regional, Canadian and North American debuts — this year’s show has a bigger footprint than last year’s, and in fact takes up the entire convention centre space, inside and out, for the first time.
“We have about 30,000 square feet of more show space, and the cool thing about that is it takes people into areas of the convention centre they have likely not seen, like the northeast corridor with floor to ceiling windows with incredible views,” Heard noted, adding there’s also new deck space on the northeast side of the building that will feature the Lexus Experience.
Also new is a food and beverage element that previous shows lacked, along with more seating throughout the venue.
But at the end of the day, Heard acknowledges “it’s the cars that make all the difference.” To that end, he logs lots of miles, emails and phone calls in pursuit of attracting star-quality vehicles.
“People can come down and sit in the vast majority of the new vehicles that are coming to market in on a non-sales pressure environment, which I think is one of the most important and welcome thing for many people,” Heard explained, adding that he doesn’t have much time for chatter about auto shows losing their relevance. “You can go online and see images of that car from its world debut at the Geneva show, but you haven’t really seen it until you actually see it in the flesh.”
What he’s most proud of is the overall visitor experience he and his team have created, and in his estimation improved, each year.
“It’s now not something you can blow through in half an hour, like it was five, six years ago. You now spend hours at the show, and we’ve also heard from people who spend the better part of day.
“We’re just thrilled with the response and support we’re getting these days.”