“If it ain’t broke, don’t fix it,” is advice many people live by.
Not Dianne Smirl.
The incoming manager of Agri-Trade is a firm believer in the importance of building upon and working to improving successful trade shows.
And she’s got a big supporter in the person of Patrick Kennedy, the man who founded Agri-Trade and is now stepping away from the helm after 30 years.
“It’s time, and I’m excited about it,” said Kennedy of the changes his successor is proposing.
These include a rebranding of Agri-Trade.
Smirl doesn’t want to discuss too many of the specifics, explaining that these will become clearer after the 2013 show has wrapped up.
That’s because a comprehensive survey of attendees should give Smirl and her team the information they need to plan for the future.
“We want to see who’s coming to the show, what size of farm they have, what’s their interest group, and then some other key questions.”
In addition to this feedback, Smirl will also count on direction from an advisory committee of ag experts that was recently formed.
“They’re going to dictate the future much more than I will, and industry is going to dictate the future much more than I will.
“My job is to create an environment that brings the right people and the right products at the right time.”
Smirl said she is committed to appealing to young people, noting that the average age of Agri-Trade attendees is currently about 62.
“For me, the next generation is not an option, it’s a must; to engage them and bring in products and services that they’re interested in.”
That will require Agri-Trade organizers to anticipate what’s gong to be happening in the industry 10 years from now, and start adding those elements to the show.
“We want to be industry-leading, not industry-following.”
Smirl also believes there’s a role for Agri-Trade to link the old and young generations, and facilitate the transfer of knowledge between the two.
One thing that has caught her off guard is how strongly people feel about Agri-Trade.
“I wasn’t prepared for the amount of ownership the exhibitors and the community feel they have in this event.”
Even while travelling elsewhere in the province, Smirl has been approached by producers who are eager to give her advice.
“Farmers feel very passionate about the ag industry. They want to share it with you, and they want to drive.”
As new Agri-Trade manager, Smirl inherits the perennial problem that Kennedy had to deal with: a lack of space.
The 2013 edition of the show is maxed out at 350,000 square feet of pavilion space, with displays crammed into another 75,000 square feet outdoors. Yet there’s still a waiting list of about 125 disappointed exhibitors.
“I think it has the ability to become something none of us imagine,” said Smirl of Agri-Trade. “But it all comes down to space.
“I will grow this show as fast as I have space to grow it.”
hrichards@www.reddeeradvocate.com