Sexpo is a health, sexuality and lifestyle exhibition that provides an open and safe environment for adults to experience all that the adult industry has to offer. The event showcases a vast range of exhibitors, ranging from health, beauty, relaxation, pleasure and leisure, through to sexual experimentation and exploration.
Sexpo is not all about sex; it is a celebration of the multiple dimensions of health, sexuality and adult entertainment. It is a place for like-minded people to explore and enjoy all things adult.
The setting is open and public, eliminating any sense of 'seedy' that other adult venues may display. The vibe is fun and the aim of the exhibition is to provide a range of goods and services that may not be easily found in the mainstream market. Examples include:
body piercing, tattooing and body moulding
products, services and consultants
beauty therapy, massage and related equipment
gymnasium and sports equipment
clairvoyants and love tarots
cosmetics and cosmetic surgery
adult entertainment venues
dating services and swingers clubs
aromatherapy, skin and hair care
swimwear and accessories
tanning and therapeutic goods
holidays, resorts and spas
modelling agencies and photographers
magazines, sexual health information, sex toy retailers
exercise, health and fitness health clubs
fashion, lingerie, glamour photography and artistry.
Australia Sexpo – Health, Sexuality and Lifestyle exhibition was first staged in Melbourne, Australia in 1996. It quickly expanded to a national event, taking place in all the major national cities. The event is now hosted in Melbourne, Sydney, Brisbane and Perth. Tasmania will host its first show in April 2014, proving the continued and growing demand for this lifestyle exhibition in Australia.
It continues to remain true to the original concept of a safe and open environment for women and couples to experience all the adult lifestyle has to offer, and has now grown into an event with universal appeal. The media has embraced and promoted Sexpo as a lifestyle exhibition, ensuring female attendance remains at more than 50 percent
Sexpo is now international with the inaugural international Sexpo event held in South Africa in 2007. Shows are now hosted in Johannesburg, Cape Town and Durban, with Europe joining the Sexpo map in 2014.
The Growth of Sexpo
Sexpo’s inaugural exhibition started strongly with significant attendance figures and has continued to grow. While first year attendances were excellent, the following years saw extraordinary growth due to word-of-mouth and a maturing of the marketplace.
No. of patrons
Average ticket price AU$
The Melbourne event continues to attract more than 50,000 patrons, allowing a 20-25% return on investment. Sydney, Brisbane, Adelaide and Perth continuously show similar results.
Sexpo’s growth continues to impress:
Brisbane 2011 saw its largest show in nine years with 41,750 visitors
Perth 2011 also saw its largest show, the previous two shows also sold out of exhibitor space
Johannesburg 2010 show had a patron increase of 15 percent, to 46,000 visitors.
Key to Our Success
The standout feature of Sexpo is simply this: there is no other show like it!
For consumers it offers something no other exhibition offers; a safe and openenvironment to explore the world of adult entertainment and lifestyle, without the stigma attached to some other adult exhibitions. The result of this is mass appeal to the mainstream.
For the patrons, they get a high quality show and a vast range of exhibitors, which serves to enhance the consumer’s perception of ‘value for money’. This perception of value brings patrons back, year after year.
For exhibitors, Sexpo provides an incredible opportunity to showcase their products or services to a market segment that may not normally be exposed to their business. This has resulted in a strong return on time and financial investment for exhibitors.
The Demographic –Who’s coming to Sexpo and What They Think
The latest research from July 2011 showed nearly half of all attendees came to the show out of curiosity.
Most people came with someone (88%), 91 per cent said the shopping was good or excellent, 93 per cent thought the show presentation was good or excellent and 98 per cent said they would recommend the show to friends.
More than half of patrons are 18 – 35 year old couples, and around half (49%) attendees are female. Over 55 per cent of online ticket sales were for VIP tickets. This shows a real appetite for embracing all that Sexpo has to offer.
In 2006, the first international licencing agreement was signed and the inaugural South African event was held in 2007. It was an instant success, producing income of several million dollars over three years. In 2010, the South African licensee on-sold the licence for more than AU$2 million and it continues to expand under the new licence. Shows are now hosted in Johannesburg, Cape Town and Durban in South Africa, with shows planned in Europe in 2014.
Exhibitors travel from around the world to launch new products and promote sales to consumers and traders.
Why Sexpo in Europe and the UK
Compared to Australia and South Africa, there is huge potential audience in Europe and the UK. For example, from Melbourne’s second show in a convention centre, there were 54,682 visitors from a total population of 3.2 million and Sydney’s second major event had 38, 825 visitors from a population of 3.5 million. The UK population is nearly three times that of Australia, so the potential for a successful event in any major centre in the UK is enormous.
The Australian approach to how this event is presented is well received overseas and would trade particularly well in locations such as Earls Court.
Over the past 10 years society’s attitudes to adult themes have evolved significantly and there is a strong demand for a credible adult show.
European cities such as Amsterdam have built an entire tourist industry around this concept, so it is clear there is a strong appetite for it.
Now more than ever,the timing of this opportunity is significant.
With economies in Europe and the UK still precarious, people are looking for less grand, ‘feel good’ entertainment options that are affordable to the average person. Sexpo offers this and more.
You now have the opportunity to enter this lucrative market
Sexpo licences are now being offered in the UK, America and other international locations. This allows you to capitalise on our 20 years of experience and benefit financially with a proven formula.
There are two models for you to consider;
a direct licencing arrangement or
a joint venture arrangement.
Direct Licencing Arrangement
This model provides all the necessary blueprints required to start up and run Sexpo. Sexpo Australia provides the framework prior to the event and then on-site management during the event. There is no up-front fee payable for this model, rather a percentage of gross income is agreed upon. This type of agreement illustrates our confidence in the exhibition and mitigates risk for the new licensee.
The joint venture arrangement allows you to take a less active role while maintaining a local Sexpo office. Percentages would be determined by financial and other inputs.
What We Offer –Expertise & Knowledge
Our 20 years’ experience in running Sexpo has informed the blueprint document that is the template for running the event successfully in any international location. The template is easily adaptable to any market and can be altered to allow for cultural or social idiosyncrasies. This is the core of our licensing agreement, and includes the services of the Sexpo Founder and Australian General Manager, who together offer 28 years of experience in running these events.
Over the years we have experimented with concepts and strategies and only the most successful have been included in the template. As a new licensee It is reasonable to assume that your first business event would be profitable.
Costs & Revenue
The cash input is relatively low (depending on the size of the event). Many costs can be deferred until after the event, so the requirement can be as little as 35-40 per cent of the budgeted total.
Revenue from the sale of stand (booth) space is received in full, prior to the event. Pre-show revenues (sponsorship and online ticket sales) can account for up to 30 per cent of total revenue before the show opens.
Sales can be generated from joint ventures, amusements, traditional retail sales, merchandise and food and beverages.
The majority of revenue is generated through ticket sales and exhibition sales.
The Template –What’s Included
Our blueprint document covers all aspects of running the event and includes, but is not limited to operations, marketing, sales, public relations, performers, stage layout and management, audio-visual plans, security, legal matters and IT design and support.