SPASA acquires Brisbane Expo and evolves the consumer brand
SPASA Australia purchased the Queensland Pool Spa and Outdoor Living Expo from Australasian Exhibitions & Events (AEE).
The addition of the Brisbane event brings the number of consumer exhibitions under the SPASA umbrella to five, with the remaining events in Sydney, Melbourne, Adelaide and Auckland.
Following the acquisition, the events will now have the consistent brand of Pool & Spa Lifestyle Expo in each state. The incorporation of Lifestyle into the title is seen as a good fit for the future growth of the brand.
SPASA CEO Lindsay McGrath said expanding the footprint will allow SPASA to improve the scale and effectiveness of its annual media investment and expand its reach to more homes.
“Our participating exhibitors and consumers will benefit from a more consistent and positive experience throughout our events,” he said.
The management of the Brisbane exhibition will continue under AEE for consistency in the support of exhibitors. General Manager Noel Gray says AEE has had an excellent working relationship with SPASA for many years.
“We see the purchase as a logical step for the industry and will help further develop the salon,” said Gray. “I want to thank the Board of Directors, Lindsay and the team for making Vee and I feel welcome and part of the SPASA family.”
The next consumer events under the brand are:
February 4-6, 2022: Pool & Spa Lifestyle Expo Victoria
February 26-27, 2022: Pool & Spa Lifestyle Expo NSW
March 26-27, 2022: Pool & Spa Lifestyle Expo SA
April 29 – May 1: Pool & Spa Lifestyle Expo New Zealand
May 28-29: Pool & Spa Lifestyle Expo Queensland
Pool & Spa brand
At the same time, SPASA’s general public publications were also grouped under a single brand with the grouping of two titles under the title Pool & Spa.
The Pool & Spa brand captures Choose Your Pool & Spa magazine with annual excellence awards and Pool & Spa Enhancing Outdoor Living magazine, which is the next step in the evolution of Pool and Spa Review which was purchased by SPASA in 2019 as Pool + Spa.
Both magazines are published in print and digital form, and are distributed through Pool & Spa Lifestyle Expos and members of SPASA.
McGrath says the evolution has allowed all mainstream media and face-to-face consumer events to focus under the Pool & Spa brand in an effort to increase consumer awareness of the industry, while commercial media and face-to-face commercial offers are concentrated under the SPLASH! Mark.
The changes include a new user-friendly website and increased social media presence, all promoting the pool and spa lifestyle.
President Stefan Ossenberg said the purchase of the Brisbane Exhibition is the next strategic step in expanding SPASA’s service capabilities.
“This is an execution of our published strategy to promote and develop the pool and spa industry,” said Ossenberg.
“Previous successful mergers and acquisitions such as SPLASH! the magazine and trade show, PASCAA and Pool + Spa Review have led to this point where the association can have a better impact on the public and the community in general, ”he says.
“The value of SPASA to members and the industry as a whole has grown by double digits each of the past five years with Lindsay at the helm. SPASA is focused on our goal of providing a better, happier and healthier community through the 2025 Industry Growth Project. SPASA staff have demonstrated dedication to continuous improvement, enhanced technological capabilities and commitment to leadership and we’re excited to see this transformational change happen. “
The new consumer-focused website hosts information for existing and potential pool and spa owners, including tips and where to find a supplier, as well as details of all shows and magazines.