The four-day program included a conference, exhibition and awards night, and was hosted at the Adelaide Convention Centre where more than 400 attendees working across the retail sector came together to share knowledge, network and celebrate their achievements. A big focus was on sustainable best practice.
The conference and tradeshow is a once-a-year highlight for the organisation. The 2025 event in Adelaide continued the tradition of rotating host cities to actively engage members nationwide.
With a robust program that included a supplier tradeshow exhibition, insightful business sessions, tailored networking opportunities, and an inspiring gala awards night, this event serves as a catalyst for innovation and collaboration in the retail sector. It is said to be crucial for shaping the retail strategy, strengthening supplier bonds, and celebrating the remarkable achievements of its members.
DIRECTIONS Conference & Incentive Management took charge as PCO, driving all aspects of the event’s success. Responsibilities included
- Registration and delegate management
- Travel and logistics: coordinated group flights with Qantas and Virgin, optimising costs and ensuring timely arrivals, even amidst minor flight delays.
- Conference program delivery: crafted engaging business sessions by securing keynote speakers and designing the program’s flow.
- Exhibition management: managed the layout of the tradeshow, communicated effectively with exhibitors, and oversaw onsite operations, adapting quickly to changes, as needed.
- Social functions and awards: delivered memorable experiences through the Welcome Function, Gala Awards, and Party Night, with thoughtfully curated menus, engaging entertainment, and professional AV production.
- Sustainability and waste management: partnered for food rescue and implemented initiatives to minimise waste.
Challenges and solutions
DIRECTIONS faced a challenge with late supplier registrations and unclear expectations regarding inclusions, especially for gala tickets and social functions, leading to a stressful lead-up to the event.
To overcome this, DIRECTIONS collaborated closely with the client to manually process late entries, making sure they met catering, seating, and ticketing requirements without compromising on quality.
DIRECTIONS also encountered issues with waste management in the exhibition hall. Some suppliers left behind excessive materials, resulting in unexpected costs. To address this, DIRECTIONS coordinated with freight forwarders to bill suppliers for any excess waste and partnered with OzHarvest to ensure leftover food was repurposed for those in need.
Additionally, some delays in food service at the Welcome Function impacted guest experiences. Learning from this, DIRECTIONS adapted at the Gala Awards by opening food stations earlier and increasing canapé offerings, significantly enhancing service delivery.
These proactive solutions helped the PCO tackle challenges without diminishing the overall satisfaction of delegates.
Special features
Adding to the lively atmosphere, the event MC, comedian Lehmo, lit up the event with his quick wit and energy, particularly during the Gala Awards. His engaging performance earned rave reviews and left attendees with smiles and laughter.
Sustainability was another key focus, showcased through DIRECTIONS’ partnership with OzHarvest, which successfully redirected food waste to those in need. This initiative highlighted the company’s commitment to social responsibility and created a strong sense of purpose among attendees.
At the exhibition, DIRECTIONS established a culture of accountability among suppliers, charging those who left excessive waste, and encouraging responsible practices during pack-down. This fostered a sense of shared responsibility for our environment.
By organising group flights, this not only cut costs but also reduced emissions. Choosing CBD hotels for delegates further minimized transportation needs, promoting a more sustainable approach to travel.
Leveraging an event app streamlined communication and significantly decreased the reliance on printed materials, reinforcing DIRECTIONS’ commitment to reducing the event’s ecological footprint.
These initiatives not only aligned with the client’s sustainability values but also demonstrated DIRECTIONS’ commitment to carbon-neutral operations.
Client comment
“The 2025 Conference in Adelaide was a tremendous success! The feedback on the business sessions, loyalty program launch, and gala was overwhelmingly positive. DIRECTIONS managed logistics flawlessly, adapted swiftly to any challenges, and provided a professional, engaging experience for all our members and suppliers. We’re already excited about planning for 2026!”
Survey feedback has revealed that potential host cities for the future conference could include Melbourne, Sydney, and Brisbane, with the Gold Coast also mentioned as a possibility.