Hire and Rental News - April/May 2015

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22 HIRE AND RENTAL NEWS • APRIL/MAY 2015
INDUSTRY in FOCUS
Q: How did you get into hire?
A: Donna: My family migrated to Australia
from Papua New Guinea in 1978 and
purchased a small machinery hire business
in Cairns called Paramount Hire.
Q: What is NQ Exhibitions doing now
that it wasn’t doing 10 years ago?
A: Donna: NQ Exhibitions is very much a
dedicated exhibition supply company. It
now has new owners, my daughter Beth
and her partner Patrick Williams acquired
the business off my husband Peter and I in
July of 2014. Beth is the third generation
in our family to own and work in our
exhibition hire business. The business
now has a broader focus and works on
projects such as the G20 Finance Ministers
Meeting, held in Cairns in September
2014 as well as international, national and
regional conferences. Beth and Patrick
bring an enthusiasm to hire Peter and
I applaud. They see opportunity and
embrace the challenges and possibilities.
Q: Where is the company focusing its
energies for the future?
A: Beth: As a team we are working very
hard to reduce the business’ overall carbon
emissions. Living and working in this very
ecologically special area of Australia we
too are the keepers and ensurers for future
generations. This covers the creation
and building of an exhibition, through to
being responsible for educating exhibitors
about carbon friendly products and freight
carbon emission responsibilities. Our
interest was sparked when we began to
calculate the volumes of waste produced
by an exhibition. It was considerable
enough for our team to sit up and take
notice. We believe as an industry we
should take responsibility for the outcomes
of our work. We discovered over 80% of
material being disposed of post exhibition,
could indeed be recycled and re-used if
not by ourselves then by others.
Q: What is happening in event hire?
A: Beth:With the advent of low priced
imported goods from China the hire
industry is certainly feeling the consumer
pinch for lower prices. The desire and
focus on service appears to have been
PERSON of INTEREST – Donna Anderson
Donna Anderson, Project Manager, NQ Exhibitions, based in Cairns, gives us an insight
into the events market today. As Donna points out she is “very much on the retiring end of
the industry while Beth and Pat (her daughter and son-in-law) are on the new and growing
end.” Donna is also an Event Judge for the Hire Industry Excellence Awards.
superseded at times by
the consumer’s requests
for cheaper solutions. This
is being compounded by
inter-industry competition
and a tighter hire market.
In spite of this pricing
shift, hire companies are
expected to be at the
forefront of innovation in
their field/s. What was
once about form and
function is now about
impact and influence. Hire
products are expected
to assist clients with the
outcomes of their project or event, making
the consumer see the client as valid and
holding gravitas. Essentially hire has
shifted in purpose from a product or series
of products available for hire to assist the
client and their end consumer, to assisting
the hirer to influence and impact their
consumer and the consumer's choice. We
are now facilitators and creators whose
purpose is to drive product performance.
Q: How is the events market faring
economically and strategically?
A: Beth: Strategically I think Australia’s
hire, event & exhibition industry has
positioned itself well in the international
market. Domestically I think we still have
work to do on encouraging the growth of
the regional business events sector. Pricing
strategies will be a hot topic for most
companies. The question on everyone
lips is ‘How can we cut the price any
lower without compromising on service?’
This is followed by: ‘At what point do we
say NO, in order to protect our brand?’
As labour intensive businesses feel the
squeeze across Australia I would like to
see more inter-industry communication
in the deciding of strategy and direction
of our industry, thus reducing everyone’s
economic vulnerability. Economically,
there is far more competition in the
Australasian hire market today then there
was even 10 years ago. Hire is seen as a
‘can do’ career and more people are joining
the industry. Associations such as the
HRIA are important in providing the glue
in which the new members can learn from
the old and vice versa.
Q: How important is
profitability? What
factors should the
industry be monitoring?
A: Beth: Profitability is
essential as it is the purpose
of business. Hard work
and dedication no longer
ensure your business will be
profitable. A high degree of
strategy and innovation is
required to ensure success. A
profitable business currently
appears to be a business
that has mastered economy of their labour
and has good cohesion between the
varying departments of their business.
The industry should always be monitoring
government legislation and its effect on
hire businesses, employees and clients,
paired with unwavering attention on
international trends and developments.
Q: What’s been the biggest
innovation in the industry?
A: Donna: In the event supply industry it
was the arrival of ‘The Structure’. Whatever
the brand, the day these arrived was the
day the industry ‘grew up’ in Australia.
Beth: The advent and utilisation of
technology in all aspects of our businesses.
The use of technology in the hire industry
has been the single biggest driving force
for the development of logistics and sales
management on a daily basis. From stock
control to 3D CAD drawings, technology
has helped bring hire into the next
generation, and it will continue to drive us
further into the future.
Q: And into the hire industry future?
A: Beth: As the next generation comes
through I would like to see greater
co-operation between companies with
the support of the HRIA. Idea sharing,
mentoring, strategy panels, apprenticeship
and educational programs. We have a lot
to offer each other and should not be afraid
to work together. A cohesive industry is a
strong industry.
Contact: 07 4041 2703 or visit:
Donna Anderson