Last minute changes are never welcome. Not even to small projects. Imagine the effects on the Philippine advertising congress. A year went into staging it, and just when icing was all it needed, the entire torte looked about to crumble. But that was not the way it was going to end.
For Allen Velez, AdCon Chair for both Venue and Trade Exhibit—branded for the first time as Spectrum—it was simply a matter of “cut and paste. With everything already in place, it was just transferring the plate to another table.”
Quick thinking deemed Subic the ideal alternative, and Velez mobilized his committees in the blink of an eye.
“The exhibitors were apprehensive and wanted to back out if (the AdCon) continued in Baguio. In Subic, they were rushing to me,” Velez reveals.
Things may have fallen simply into place for Velez, but the transfer to Subic certainly has its challenges. Tasked to mount the grandest trade exhibit ever, Baguio provided twice the space of Subic in 2007.
Less ground area, however, does not translate to less cost. From the cool highlands of Baguio to the coastal heat of Central Luzon, Subic required double to reconstruct on flooring, tenting and air-conditioning.
Then there are the commitments to exhibitors. In Baguio, the CAP Convention Center promised the exhibitors visibility . How do you achieve that with half the floor space?
“Thanks to the tent supplier, the exhibit tent will feature glass panels. You will see all the exhibitors,” discloses Velez.
It does not stop there. The trade exhibit will feature a lot of LEDs, and new technology, as well as the development of new partnerships. Spectrum features SOS, or Service On Site, that offers all the technical and logistics assistance to exhibitors at all times. It also has a boardwalk that will allow guests to feel the afternoon sun while having coffee and feasting on burgers and dogs.
“I amaze myself with the designs that we came up with. The Trade Exhibit is a center for networking. It is very rewarding for us to know that a lot exhibitors are happy to participate in it,” says Velez with pride.
A creative with Ace Saatchi & Saatchi in the 1990s, Velez joined the agency’s promo group that evolved into the events marketing department. Velez dealt with product launches and sales rallies . He furthered his training in Los Angeles, studying staging and backstage technicals in Disney and Universal Studios. Nursing the craft, his projects for Toyota appeared in the car giant’s international publications. The agency also sent Velez on loan to work with its partners abroad.
Describing his transition from creative to events manager as “being drifted by raging flood waters,” Velez nonetheless is confident with it. “Dance with the music, as long as you are flexible and versatile,” he adds.
Time was when money was no issue, when one can afford to pay a producer, a director, and the venue. Nowadays, Velez exudes a prudence that augurs well for his talents and disposition.
“Times are hard right now, and I have my own company. So, why will I get a director? It’s a waste of money and waste of communications. I do my own concept, so I can direct it,” he explains.
Always an optimist, the man sees an opportunity in every challenge.
“The technologies are there to pull you up. I don’t want to stay behind. I want to use whatever is available,” discloses Velez.
“[It] is becoming more high tech. New media gives creatives a lot of avenues to bring their message across. The creatives are making impact-full ideas through this,” he says. “Philippine advertising is not far behind. We are the most creative bunch of people in the entire world as far as I am concerned. We are in international festivals and we are winning. We are at par. In fact, creative wise, we have been making a lot of original ideas,” he adds.
It is no wonder he puts his faith in advertising. A volunteer of the AdCon for his services, the president and driving force of the ASAP, a self-made entrepreneur in events management, Velez considers the industry his home, and the industry people his family.
“We cannot afford to have any of the associations die. They gel together and come up with a good show. It is a collaborative effort to make it successful,” he states wistfully.
Back to the AdCon, he is thankful for his constant supporters, whom he counts on for assistance during sleepless nights. “There is no word that I can grab to thank these people enough. (Whenever) I will be in the AdCon, I will still drag these same victims,” he laughs.
