Story : Voralak Suwanvanichkij   
Images : courtesy of Herman Ho
................................................................................

If anyone was worried about the economic outlook, it was not evident at Boat Asia 2008 this past April.  In fact, the mood at Asia’s premier boat show, held at the Marina at Keppel Bay on Singapore’s waterfront, remained buoyant.  And throughout the four-day event, more than 12,000 visitors leisurely perused the offerings of 140 exhibitors, spending approximately 1.36 billion THB on luxury yachts, motor and sail boats, and related equipment.

We caught up with the affable Herman Ho, Managing Director of TMX Show Productions, and organiser of Boat Asia 2008, to learn more about the entrepreneur who attended the event last year, purchased a boat, and subsequently acquired the entire show.

You seemed to have delved into event and exhibition productions with the acquisition of Boat Asia.  What is your background?

I’m a mechanical engineer by training but never worked a single day as an engineer.  Shortly after graduating from university, I went into the then-booming IT business, doing a short stint in Germany before returning home to Singapore to start up my own IT business in 1990.  In 1998, I branched out into organising tech events in Singapore, expanding operations to Malaysia, Thailand, and China.

By 2007, I divested my businesses and wanted to take a break.  I decided to buy a boat, as I was an active sailor in the mid-80s to early 90s.  I visited Boat Asia 2007 and somehow saw this wonderful opportunity to combine business with pleasure.  I ended up buying the whole show from Suntec Integrated Media, the exhibition and conference division of Suntec Singapore.

In addition to Boat Asia, I took over all of Suntec’s reputable shows, including Asia Dive Expo, Boat Thai, and Sports and Fitness Expo.

How was your first year producing Boat Asia?  And what do you think of the show’s new location at the Marina at Keppel Bay?

Last year, we aimed to take the shows to a higher level.  In this regard, Boat Asia 2008 was very, very successful.  In four months, we expanded it into a more regional boating and lifestyle event.  We targeted a wider audience, evident in the 22 percent increase in visitors this year.

We also had a number of new exhibitors, and debuted exciting new luxury boats, such as the Princess 58 Flybridge; the Riviera SY4700; and the Ocean Yacht N95, this year’s most lavish eight-cabin yacht.

The main challenge for TMX is infrastructural in nature as there is no purpose-built marina with complementing exhibition and convention facilities.  Having said that, the Marina at Keppel Bay is a great venue.  It’s capable of hosting 170 boats, including super-yachts longer than 200 feet.  I am confident that with Keppel, TMX can grow Boat Asia into a truly international show.

What is TMX’s marketing angle? 

It’s all about lifestyle.

For Boat Asia 2008, we leveraged our new partnership with Keppel, targeting individuals with substantial purchasing power who are boat enthusiasts as well as potential new buyers.  These guests enjoyed exclusive access to luxury events such as an on-water fashion show, boat rides around the Southern Islands, and a charity gala at the St. Regis Hotel.

Given your interest in sailing, will you focus on boating events?

I used to sail a keelboat weekly with a bunch of good friends at the Changi Sailing Club in Singapore.  I also had a 30-foot catamaran over ten years ago.  But I’m also keen on sports, playing competitive squash at one point.
 
So, to answer your question, I will focus on events in a broader lifestyle and sports-related category.  Boat Asia, Asia Dive Expo, and Sports and Fitness Expo fit nicely into that sweet spot.  As for Boat Thai, we have decided to temporarily halt production in order to focus on more regional events.

What are TMX’s plans for the Asia Dive Expo (ADEX)?

With ADEX, we transformed the show from being just another dive convention into something more. By partnering with a number of ocean conservation groups, we created a marine preservation platform to capture more interest in diving as well as communicate the importance of preserving coral reefs and biodiversity.

I believe we are the first dive show in Asia Pacific to give diving a cause: “Save the Sea, Be a Diver.” This message really resonates with people, including divers, dive operators, resorts, NGOs, government bodies, and the general public alike.  A rational and sensible green message does make good business sense.

What are your thoughts on the luxury lifestyle trend in Asia?

It’s growing very rapidly.  Besides the increased sales of luxury cars, country club memberships and art at auctions, waterfront living is fast catching on.  A multitude of new, world-class marinas and waterfront properties are being developed.

In Thailand, you can see what happened in Phuket with the luxury boom, especially in the last five years.  Water sports, and boating in particular, go hand in hand with the increased interest in living by the water.

For Boat Asia, we are focused on reaching out to the high income and high net worth individuals in their early thirties to late fifties in Southeast Asia, China, India, and the Middle East.  China especially has had the most growth in consumption of so-called passion toys, including yachts.

How much growth do you envision for TMX in the next few years?

I expect TMX to grow twenty percent year on year for the next three years in each of our shows, with the business being evenly distributed among the whole region.

Without divulging too much at this point, we plan to produce two more shows within the next 18 to 24 months with a focus on sports and lifestyle.

What kind of boat do you own and where do you sail?

I own a Fairline Phantom 46, a flybridge motor cruiser with three cabins.
           
I sail to nearby Southern Islands in Singapore and to Pulau Tioman and Sebana Cove in Johore, Malaysia.  I plan to sail to Phuket during the end of the year, and cruise around the Andaman Sea.

And what has been the most satisfying thing for you, personally?

Having a team of passionate and dedicated colleagues who believe in my vision, and work tirelessly at executing creative show concepts flawlessly.

Also, having a business that revolves around boats, sports, and lifestyle makes going to work something I look forward to everyday.  As the saying goes, “If you really enjoy the work you do, you never need to work a single day in your life!”