Touring: Iaam Europe: On The Rise

Since its creation at last year's 79th annual International Assn. of Assembly Managers conference, IAAM Europe has made great strides.

Chaired by former IAAM executive committee president Bob Mayer, IAAM Europe is setting up operations under steering committee head Peter Gruber, CEO of the Wiener Stadthalle arena in Vienna.

A "need assessment survey" is being conducted to determine what programs and support potential IAAM Europe members desire. Additionally, a full-fledged promotional campaign is in effect, aiming to increase IAAM Europe membership from 23 to 1,000 during the next several years.

"There is so much to learn from Europeans," Mayer says of the new division, which is also known as District VIII. "They've been assembly managers before anyone in the United States. They have a lot to share, and so do we."

Global issues are expected to be central to IAAM's convention this summer because, executive committee president Jimmy Earl says, "our world is getting a lot smaller. Meeting with Europeans and others away from North America, my experience is that while they have different currencies, languages and governments, they are similar in that they want an efficient operation and way to book events. We are much more similar than we are different."

Mayer acknowledges that since Sept. 11, 2001, concerns over safety and security at public assembly facilities have become universal.

"Another issue that is particularly of interest in the European market is bringing more events in and how arenas all over the world can work together for block-booking situations," Mayer adds. "They are really anxious to get more touring events and concerts going through their doors."

A common problem for European facilities is the lack of standardization. It is more difficult for artists to stage European tours because venues have such different equipment requirements.

"The technical aspect of rigging and hanging shows is different at different venues," Mayer says. "There's a lot of advance work that has to be done at each arena. When you come to the U.S., it's all standardized."

IAAM executive director Dexter King says the location of this year's conference—Washington, D.C.—bodes well for global discussion.

"Being in the U.S. capital, there will certainly be a focus on speaking to issues from a global perspective," he says. "We're bringing together people from many nations in an enclave to figure out how to work better for the good of the industry. That's been a really heavy focus for us with the IAAM Europe initiative."

The IAAM Europe assessment report may be ready for presentation at this year's conference, which will include a presentation from Mayer about the division's progress.

Discussion will also center on the establishment and location of an IAAM Europe branch office. "We need somebody on the ground in Europe," Mayer explains. "We are hoping to see this established within the next six months."

Mayer notes that Gruber will be present, as will other members of the IAAM Europe steering committee, who will continue to refine District VIII's operating policies.

"If this model works, we will see other districts established that aren't tied to North America," he says. "There is a great desire to have other countries provide educational product. We want to know about all of the laws and regulations affecting our industry in other parts of the world and how we can all work together." ••••