TOTAL Art Licensing
INTERVIEW WITH
GINA DELUCA
told us that rugs are becoming more important, example, we have always been conscious of
so we’ve targeted this sector. Similarly, wallpa- not using specific artists’ works in promotional
per is back in fashion and is another area we’ve material for the show in the past. However re-
targeted. cently we have realised that the artists want us
This year we have over 100 new artists exhib- to showcase their art. They understand that the
iting at Surtex and that also gives us new op- potential gain outweighs the risks”.
portunities”.
Do you have any plans to extend the
What is new about Surtex this year? show or create a second show in, say,
GD: “In terms of the show, we have a new Winter? Do you think there is a need for
directional signage campaign within the show a Winter event?
floor so which should enable better flow of GD: “We’ve no immediate plans to add another
In the run-up to this year’s show, Total Art
traffic between the halls. On the promotional event. We really don’t want to dilute what we
Licensing talked to Surtex Show Manager,
side, as I mentioned, we have our e-newsletter have which also has the benefit of being attached
Gina DeLuca, of George Little Management,
and we’ve also formed an Advisory Council, to Stationery Show and the other events”.
about this year’s show and some of the com-
comprising people from the industry, as well as
pany’s plans for the event moving forwards.
manufacturers, who meet with us twice a year Surtex has a very large international con-
and, in between, provide us with really valuable tingent. How important is this aspect to
TAL: “As you know, there are more and
pointers on trends etc”. the show? Do you see an increasing par-
more licensing events being launched
ticipation from overseas?
around the world. Most of these seem to
How important, moving forwards, is the GD: “The international market is very im-
try and include an element of art licens-
educational element of the event i.e. the portant to us. In fact, over 25% of our exhibi-
ing. What do you think makes Surtex
seminar program? tors come from outside the US and we have
stand out from these other events?”
GD: “Our education program is very compre- 14 countries represented this year. In visitors
GD: “Surtex is the only trade show that is 100%
hensive and we see it as a key element of the terms, less than 10% are from outside the US.
dedicated to art and design. This makes it a
show. It drives home our position as the leader However, having such an international presence
highly focussed show and the visitors that at-
in art licensing and marketing. means that visitors can see artists and brands
tend know exact why they are there. Also, Sur-
Through our seminars, we try to cover every from, literally, across the world under one roof
tex offers enormous diversity for those looking
aspect – from a Licensing 101 aimed at real be- which is a great advantage.
to the art sector in that the show services all
ginners to seminars that continue education for
product categories, not just one or two product
those that know about the business. Our semi- Looking ahead, how do you see Surtex de-
areas”.
nar programs are really well attended – many veloping over the coming years?
of them sell-out in advance, proving the impor- GD: “Surtex has been going now since 1986
What initiatives have you put in place
tance of this aspect of the event”. and the licensing side really started to develop
to grow awareness and visitor levels this
around ten years ago and has grown every year
year?
Artists are understandably protective of since then.
GD: “Obviously, we’ve continued to promote
their work and some are suspicious of Our goal, really, is to continue to develop Surtex
the show to our current markets as well as ex-
commercialisation. What support do you as a highly focussed art and design show. The
ploring new ones. One of our latest initiatives,
give exhibitors, particularly ones that are focus is what makes it so strong.
which has received a very positive reaction, is
new to the market? Having said that, we’re always looking at new
our e-newsletter. This has given us the ability
GD: “We find that while some artists absolutely ways of growing the show. For example, this
to reach even more market sectors as well as
want to become a household brand, others are year we will hold a pre-show event, early one
targeting other GLM exhibitors – for example
just pleased to be able to get their art some morning, specifically to give the Stationery Show
those who take part in Stationery Show – as
exposure. One thing we do see is that they are exhibitors a chance to look around Surtex. Our
potential visitors.
all much more aware of the need to protect Surtex exhibitors are delighted and Stationery
We try, constantly, to keep on top of new trends
their brands. Show exhibitors will finally get a real opportu-
and developments which again gives us new
We do find that artists are much more savvy nity to have time in Surtex without worrying
markets. For example, our Advisory Council
now about the need to promote their art. For about getting back to their booths”.
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