WELCOME TO Injecting new ideas, passion, enthusiasm and interest into the industry provides a real opportunity for growth.

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1 WELCOME TO 2015 We hope you have had a great start to the year. We here at Expertise Events see 2015 as a year of positivity and growth: As you all know the retail climate continues to change, a lower consumer confidence has resulted in higher household savings and lower retail spend. While this means short term pressures, in the longer-term it may result in a more sustainable retail climate. Recent research from the US shows that for the first time retail sales growth has been stronger than online sales. This indicates a change in consumer spending patterns and proving a shop-front retail presence will continue to be a significant contributor to a business. Injecting new ideas, passion, enthusiasm and interest into the industry provides a real opportunity for growth. There are opportunities for increases in per customer sales through intelligent product selection, setting trends, better customer education and improved in-store merchandising, with customers targeted through multiple cross purchases, up-selling and loyalty programs.

2 STOP PRESS! Exciting new media partner! As part of our continued commitment to The Stitches & Craft Show brand, we are proud to announce an exciting new media partnership for 2015, with Take 5 and Yours magazines from Bauer Media. For the first time we are offering an exclusive $5 off the entry price for all Take 5 readers. Plus, visitors will receive a complimentary copy of Yours at the door. Both of these great offers mean new and more customers to our shows. The benefits for you: The media exposure and new audience that Yours and Take 5 bring provides huge sales potential for exhibitors both at the event and after the show! A combined weekly readership of over 960,000 means more people finding out about you. Access new members of your core demographic women aged and convert them to your craft! Advertising in mass magazines provides great exposure for the shows and increases visitor numbers. With this partnership hailing a new level of exposure and buzz in the lead-up to the event, we are also looking at increased audience engagement once at the show.

3 Our first 2 shows are shaping up to be great! For the upcoming Sydney and Brisbane Stitches & Craft Shows we have organised a fantastic array of interactive features, guest artists and learning opportunities. From fashion shows to murals, mixed-media classes and modern quilts, there will be plenty to inspire and excite visitors: Texstyle is back at Rosehill! The popular display of Major Project works from 2014 HSC students, and other activities aimed specifically at textile students, draw in school groups from around the State. Start up crafting projects for all ages taught by Trixi Symonds, author of Sew Together, Grow Together. Macrame is hot! With a resurgence in macramé the Spinners & Weavers Guild will be holding demonstrations. Christine Donehue takes paper folding and quilling to the next level with stunning handmade pieces. Christine will be running classes at the events. Fiona Hammond creates wearable jewellery pieces, art quilts and sculptural beaded artworks. Along with her display Fiona will also be teaching beginner elements of her beading techniques. The SAQA 25th Anniversary Trunk Show includes a display of beautiful art quilts from artists around the world. New feature displays and teaching areas mean there are now more ways than ever to excite visitors about your latest materials, kits and tools. The benefits for you: Introducing new visitors to craft who become new customers. Introducing new crafts to our regular visitors, again new customers for you. An engaged audience who want to buy the materials and kits to act on what they ve seen. Utilise your knowledge and expertise to encourage them to make the right purchase. You can push this engagement - become involved in the teaching and promotional opportunities at the event, allowing you to put your products into the hands of consumers.

4 What else is happening? W e now have two Public Relations companies, one to focus and promote each brand. new Craft Club starting this year building an even stronger craft A community, and you can be a part of it! e have some old faces returning to Craft shows in 2015, for example, W Toyota and Fiskars are returning to the fold. ontinuing our media spend commitment to promote the shows in mass C media channels. Shelley Craft is back! Shelley will continue to be the Ambassador for the Craft and Quilt Fairs in 2015.

5 At Expertise: As you are aware last year was challenging in regards to staff. We were aware in some instances we could have done better and felt changes were required. We had some team members who faced challenging personal issues and needed to move on. We have also had internal position shifts which have affected the Craft Group. To recap, they were - Rod Hodgins moved onto our Trade Shows, using his strong business background to manage the Jewellery and Gift Fairs. Richard Sedin has moved across to the Australian Tattoo Convention, a subject he is both passionate about and experienced in. As a result we have spent the last couple of months working hard to build a team that will provide stability and good service. The benefits for you: I would like to take this opportunity to introduce you to the Craft Team: Maxwell Lake Sales Executive Max brings over 35 years of experience in running his own business, having a real depth of understanding of the challenges faced by the small business owner. He provides exhibitors with real opportunities and solutions for today s business conditions. Phone: Derek Thomson Sales Executive A recent addition to the Expertise group, Derek has 20 years customer service experience & personally exhibited at many Expertise run events before joining the company. Derek s combined knowledge as both an exhibitor & event support will make your next event the best one yet. Phone: Karen Pincini Sales Executive New to the role, Karen has over 20 years in client support and services. Phone: Jenelle Tesoriero Sales Coordinator Jenelle assists the Sales Team by looking after our valued existing Exhibitors and to ensure our new Exhibitors will also experience a top professional service. Phone:

6 Marianne Roberts Marketing Manager and Editor Marianne has been with Expertise Events for almost five years. As Marketing Manager for Craft, Marianne is involved in marketing, communications and promotional activities across many events. She has a wealth of knowledge from her previous experience as magazine editor, deputy publisher and ad agency owner and is responsible for the preview magazines produced for every craft event. Phone: Nicole McLennan Marketing Manager - Craft and Quilt Fairs and AQC Nicole started with Expertise Events in She has worked across a diverse range of trade and public events, and is skilled in producing cohesive visitor media campaigns in print, online, and across TV and radio, as well as managing client marketing and sponsorship opportunities. Phone: Jennifer Hancock Event Marketing - Stitches & Craft Shows, Scrapbook & Papercraft Expo Jennifer has been with Expertise since 2013, having started in sales and moved over into marketing for the craft portfolio. With over four years experience in marketing and events Jennifer has worked on shows in Australia, the UK and Europe. Phone: Mindy Cook Marketing Journalist Mindy writes and edits a range of marketing and communications material across our events, on our print and online platforms including IntoCraft.com. Mindy s journalistic experience in the magazine and online world, coupled with her roles in production and advertising studios, adds depth and dimension to the Expertise Events Marketing Team. Phone: Miriam Mendoza Visitors Services Coordinator Miriam looks after group bookings and guest enquiries from individual visitors. She has decades of international customer service experience in the hospitality and tourism industries and is the primary and friendly! point of contact for many event visitors. Phone: Laura Smith Event Coordinator Having just completed her Diploma in Event Management, Laura s previous experience includes client services within the tourism industry. At Expertise Laura is an integral part of the event planning and onsite team. Phone:

7 Heather Ward Event Coordinator As coordinator for Stitches & Craft and Scrapbook events, Heather is one of the friendly faces you will see onsite. Heather is an important member of our team, providing essential client support before, during and after an event. Phone: Laura Gebauer Event Coordinator Our newest Coordinator, Laura works predominantly on our trade shows but you will see her at the Craft shows too. Again Laura s aim is to make the administration of your event as smooth as possible. Phone: Alison Fredericks Craft Group Manager Alison comes from 15 years in the Publishing business, with strong expertise in strategic planning, market insight analysis, product development and management and marketing, with a varied portfolio from the mass Better Homes & Gardens magazine to the niche interest magazines. She also organised events in her spare time. As part of the Leadership team Alison is dedicated to the long term future of the Craft events. Phone: Judy Newman Craft Consultant Judy has worked on our craft events since they first began 21 years ago. Judy is a bestselling author of three craft books and former Craft Editor of The Australian Women s Weekly and Better Homes & Gardens magazine. She is responsible for craft visitor features, guest artists and tutors. Phone: Daniel Heather Director of Operations Daniel has been promoted to the position of Director of Operations. Daniel started with Expertise Events in 1999 and is responsible for all event planning and front of house operations. He has worked on numerous new and established events and is part of the Expertise Events Leadership Team. He continues to work closely with the Coordinators and Operations teams. Phone: We look forward to sharing in growth and success in Warm regards Alison Fredericks Retailing is all about change, because consumers change and so do their tastes. If you don t change, you don t grow. - Marvin Traub, former CEO of Bloomingdale s

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