Navigating New Zealand's B2B & B2C Events Industry with XPO Exhibitions Managing Director Brent Spillane

In episode 74 of Trade Show Talk, Host Danica Tormohlen explores the New Zealand exhibition industry with Brent Spillane, Managing Director of XPO Exhibitions, the country's largest trade and consumer show organizer. Spillane is a true visionary in the exhibitions industry, with more than 15 years of experience at the helm of XPO, where he has been instrumental in shaping how industries connect, trade, and thrive through live experiences across the Asia-Pacific region. After a successful corporate career at Allianz Australia, where he rose to General Manager of Allianz Finance, Spillane and his family acquired six trade shows in 2010 when dmg World Media exited New Zealand. Since then, he has carefully navigated XPO through challenges, including the pandemic, and even led a landmark High Court battle to preserve New Zealand's largest exhibition venue, Auckland Showgrounds, from being converted into a film studio. Under Spillane's leadership, XPO Exhibitions has grown into a highly diversified business, delivering 19 of New Zealand's largest B2B and B2C events across industries like construction, architecture, manufacturing, food production, workplace safety, marine, hospitality, and more. Most recently, XPO announced a joint venture with Hannover Fairs Australia to launch Logistics Automation New Zealand, powered by CeMAT, in November. In this month's advocacy segment, Tommy Goodwin, President and CEO of the Exhibitions and Conferences Alliance provides an in-depth overview of what attendees can expect at this year's Legislative Action Day. Get prepared for a day of industry lobbying on Capitol Hill on May 28, 2026 in Washington, DC. Register for Legislative Action Day for free here. Get tips, insights and first-hand accounts from 10 key participants at last year's Legislative Action Day. Listen to Trade Show Talk Episode 62 On Air at Legislative Action Day 2025. Key Topics in this episode: Brent Spillane's career transition from finance to exhibitions and the impact of New Zealand's unique market The strategic growth of XPO Exhibitions through acquisitions, joint ventures, and diversification The importance of in-house event technology stacks and data control for ROI and efficiency How his personal legal battle preserved one of New Zealand's key trade fair grounds Innovative uses of AI and automation to boost visitor engagement and operational efficiency Synergies between B2B and B2C events and the ecosystem approach Insights into cross-sector growth, especially in food manufacturing, logistics, and marine Strategic partnership with Hannover Fairs Australia and implications for global-local collaborations Brent's leadership inspiration, personal interests, and the future outlook of the industry Lessons learned from industry advocacy and the upcoming U.S. Capitol Hill lobbying efforts Timestamps: 00:00 - Welcome and episode overview: Brent Spillane's role in transforming NZ exhibitions 00:47 - Introduction of XPO's growth, industries served, and recent initiatives 01:46 - Brent's journey from corporate finance to leading NZ's largest exhibition company 07:15 - Growth models: acquisitions, organic expansion, and joint ventures 08:18 - Celebrating one show's 70th anniversary and its significance to NZ's marine sector 10:11 - Local market overview and cross-sector opportunities in New Zealand 12:10 - The legal battle to save Auckland's major venue and its industry impact 17:34 - Timeline and lessons from the court case safeguarding NZ's largest venue 20:17 - The integration of B2B and B2C events and ecosystem benefits 22:05 - Synergies in the food industry: from manufacturing to retail and hospitality 25:53 - Building and leveraging the in-house event tech stack for ROI and data ownership 31:07 - Embracing artificial intelligence: AI-driven visitor engagement and outreach 34:29 - The use of outbound AI calls and automation for lead generation and database enrichment 37:33 - Results and lessons from AI application in event promotion 39:56 - The recent joint venture with Hanover Fairs Australia and international collaboration 45:23 - Brent's most memorable recent event and the story behind NZ's Food Show 48:20 - Influencers and mentors: industry leaders who inspire Brent 50:48 - Personal hobbies: sailing, fishing, outdoor sports, and family life 51:30 - Personal attributes: Brent's drive and leadership style 52:27 - Team size and office culture at Expo 53:05 - The importance of face-to-face interaction and office environment 55:06 - Travel tips: hydration and electrolytes for long journeys 66:12 - Preparing for Legislative Action Day: advocacy strategies and webinars 66:43 - Capitol Hill experience: events, meetings, and the importance of advocacy 69:01 - Invitation to join the upcoming Legislative Action Day in Washington, DC 69:34 - Closing remarks and upcoming episodes