Expertise Events
Expertise Events is a privately-held Australian family-owned exhibition and event organizer founded in 1990, managing 20+ trade and consumer events annually across Australia and New Zealand through 12+ event brands spanning jewellery, crafts, pop culture, wine, agriculture, and environmental services. It serves exhibitor businesses, trade visitors, and industry association and government partners.
- Company typePrivate
- Founded1990
- HeadquartersFrances, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Expertise Events does
Expertise Events is a privately-held, family-owned Australian exhibition and event management company founded in 1990 by Gary Fitz-Roy. The company plans and operates more than 20 trade and consumer events annually across Australia and New Zealand through a portfolio of over a dozen distinct event brands spanning jewellery (International Jewellery Fair, Australian Jewellery Fair), crafts (Craft & Quilt Fair, Australasian Quilt Convention), pop culture (Oz Comic-Con, AniMayhem), wine (WinePRO, WineTech), agriculture (AgriShow, AgriNext, Greenscapes Show), and environmental services (AUSJET, Liquid and Environmental Waste Expo). Across its 35+ year history, the company has organized more than 80 different events and maintains venue partnerships with all major Australian and New Zealand convention centres including ICC Sydney, Brisbane Convention & Exhibition Centre, and Melbourne Convention & Exhibition Centre.
The company's core technology is event management and exhibition platform technology supporting booth sales, exhibitor registration, visitor registration, and event logistics across its portfolio. The company generates revenue primarily through transaction-based fees from exhibitor booth and stand rentals (space-only and modular display options), with additional revenue from complete event management services provided to industry associations and government bodies. A secondary revenue stream includes publications and training through authored books (Practical Exhibiting in Australia, The Exhibitionist, etc.) and the Expertise Online Academy, which functions more as an exhibitor acquisition and retention tool than a primary revenue source. The go-to-market motion is event-driven: the company acquires exhibitor customers through its own event calendar via direct sales and website expression-of-interest forms, while visitors register through dedicated event platforms.
The business serves three primary customer segments: (1) exhibitors — trade businesses and brands seeking face-to-face customer engagement, lead generation, and brand awareness; (2) trade visitors — retailers, buyers, and industry professionals sourcing products and suppliers; and (3) event partners — industry associations (e.g., AUSJET, Australasian High Pressure Water Jetting Association) and government bodies (e.g., Australian Tourism Exchange since 1991) seeking event management expertise. Notable strategic moves include the 2014 joint venture with Reed Exhibitions (Fair Events), the 2019 acquisition of Oz Comic-Con, and the 2024 launch of WinePRO in New Zealand. The company is registered as Expertise Events Pty Ltd in New South Wales, Australia, with headquarters in Frenchs Forest.
Expertise Events firmographics
Firmographics- Name
- Expertise Events
- Legal name
- Expertise Events Pty Ltd
- Website
- https://expertiseevents.com.au
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Expertise Events is a privately-held Australian family-owned exhibition and event organizer founded in 1990, managing 20+ trade and consumer events annually across Australia and New Zealand through 12+ event brands spanning jewellery, crafts, pop culture, wine, agriculture, and environmental services. It serves exhibitor businesses, trade visitors, and industry association and government partners.
- Ownership category
- akta.pro rank
Expertise Events industry classification
Industry- Product category
- Event Management and Exhibition Services
- NAICS
- Convention and Trade Show Organizers (561920), Performing Arts, Spectator Sports, and Related Industries (711)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- General & Multi-Industry Trade Show Organizers (THAHABAA)
- akta.pro secondary industries
- Retail, Consumer Goods & Lifestyle Shows Organizers (THAHABAJ), Manufacturing, Industrial Equipment & Automation Shows Organizers (THAHABAF)
Keywords
Where Expertise Events is headquartered
LocationHeadquarters
- HQ city
- Frances
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Expertise Events business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Exhibition and Event Management Services: Expertise Events generates revenue by organizing, planning, and managing trade and consumer exhibitions and events in Australia and New Zealand. The company charges exhibitors for booth/stand space and provides complete event management services to partners including industry associations and government bodies.
- Training and Publications: The company offers free training sessions for exhibitors and publishes practical guides on exhibiting. Revenue is generated through knowledge products and training programs that support exhibitor success.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One time | Free educational seminars for exhibitors |
| Other | Multi-year contract | Exhibition space rental for exhibitors |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Expertise Events product offering
Product offeringCore offering
Expertise Events is a family-owned Australian exhibition and event organiser that plans and manages more than 20 trade and consumer events annually across Australia and New Zealand. The company operates a portfolio of branded events spanning jewellery, crafts, pop culture, wine, agriculture, and environmental services, and also provides end-to-end event management services to industry associations and government bodies.
Product overview
Expertise Events is a leading Australian family-owned exhibition and event organiser managing over 20 trade and consumer events annually across Australia and New Zealand. The company operates multiple distinct event brands spanning diverse industries including jewellery (Australian Jewellery Fair, International Jewellery Fair), crafts (Craft & Quilt Fair, Australasian Quilt Convention), pop culture (Oz Comic-Con, AniMayhem), wine (WinePRO, WineTech), agriculture (Agrishow, Greenscapes Show), environmental services (AUSJET, Liquid and Environmental Waste Expo), and more. Beyond operating their own branded events, Expertise Events also provides professional services including complete event management, registration services, and operational consultation. Additionally, they offer educational resources through Expertise Online Academy, publications, and free live training sessions for exhibitors. The company was founded in 1990 and has over 35 years of industry experience.
Differentiator
Problem solved
Functional benefit
Brands
- AgriShow: Agricultural show featuring new products, emerging technology and connecting attendees with suppliers.
- AniMayhem
- Australian Jewellery Fair
- Australasian Quilt Convention (AQC)
- AUSJET
- Craft & Quilt Fair
- Greenscapes Show
- International Jewellery Fair
- Liquid and Environmental Waste Expo
- Oz Comic-Con
- WinePRO
- Winetech
Products and services
- Agrishow Agricultural field day event showcasing new products, emerging technology and connecting attendees with suppliers.
- AniMayhem Brisbane's premiere anime and pop culture convention offering a two-day immersive experience for anime lovers, cosplayers, collectors and pop culture fans.
- Australian Jewellery Fair Trade-only fair for buyers and sellers in the jewellery and timepiece industry, providing opportunity to reconnect with suppliers, restock and kickstart the new year.
- Australasian Quilt Convention Australasia's ultimate quilting event combining a world-class conference program with the best suppliers of quilting products, supplies, tools and machines.
- AUSJET Biennial water jet, drain and vacuuming technology exhibition and conference presented by the industry's peak body, the Australasian High Pressure Water Jetting Association incorporating ADCVA.
- Craft & Quilt Fair Australia's biggest and best craft events supporting all types of crafts and skills, offering opportunities to see, learn and buy.
- Greenscapes Show National platform uniting landscaping, urban greening, nurseries, garden centres and the full green-industry supply chain, bringing together cutting-edge solutions, design innovation and decision-makers.
- International Jewellery Fair Trade-only event representing Australia's jewellery industry, THE must-attend event for Australian jewellery retailers to source products.
- Liquid and Environmental Waste Expo Event focusing on liquid and hazardous waste, remediation, environmental mitigation and water processing industries, co-located with AUSJET.
- Oz Comic-Con Australia's ultimate pop culture experience covering fan favourites over all things pop-culture-related, providing an immersive experience for attendees.
- WinePRO Three-day showcase and selling event for the New Zealand wine industry, embodying latest market trends and bringing together finest talents from New Zealand wine country.
- WineTech Event covering everything related to manufacture, production and distribution in the wine industry, running every three years in conjunction with leading industry associations.
- Complete Event Management End-to-end event management services including vendor management, conference bookings, logistics and creative design from initial planning to final execution.
- Registration Services Technology, knowledge and experience for delivering registration services for conferences and exhibitions, addressing pain points for event organisers.
- Operational Consultation Advisory services to ensure events are delivered smoothly, provided by experienced partners who can work with tight schedules and budgets.
Quantifiable outcome
- Exhibitions remain one of the only platforms that puts exhibitors face-to-face with thousands of qualified customers
- +5 more outcomes
Companies that use Expertise Events
Customer profileSegments3 records
Ideal customer profiles2 records
Expertise Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Expertise Events partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered major and core.
- Reed Exhibitions (Fair Events Partnership)majorMajor partnership announced in 2014 between Reed Exhibitions and Expertise Events in the form of joint venture called Fair Events. This represents a significant strategic alliance combining Expertise Events' local market expertise with Reed Exhibitions' global exhibition network.
- International Convention Centre SydneycoreKey venue partner for events in Sydney, New South Wales. The venue hosts major exhibitions and events organized by Expertise Events.
- Brisbane Convention & Exhibition CentrecoreKey venue partner for events in Brisbane, Queensland. Major exhibition and conference venue used for Expertise Events' portfolio.
- Melbourne Convention & Exhibition CentrecoreKey venue partner for events in Melbourne, Victoria. Major venue hosting craft, quilt, and other exhibitions.
- Sydney ShowgroundscoreVenue partner for Sydney-based events including craft fairs and agricultural shows.
- Royal Exhibition Building MelbournecoreHistoric venue hosting the Australasian Quilt Convention and other major events.
- Industry Associations (AUSJET)coreAUSJET is presented by the industry's peak body, the Australasian High Pressure Water Jetting Association incorporating the Australasian Drain Cleaning and Vacuum Association (ADCVA). Expertise Events partners with industry bodies to deliver specialized trade exhibitions.
- Government BodiescoreExpertise Events works with government bodies for event delivery, including their long-standing role assisting with Australia's largest government tourism exhibition (Australian Tourism Exchange since 1991) and operations during the Sydney 2000 Olympic Games.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Expertise Events competitors and assessment
Company assessmentBroad incumbents
- Informa Markets: The largest pure-play exhibition organizer globally, with extensive B2B trade show franchises across industries that overlap Expertise Events' verticals (jewellery, agriculture, food/wine, environmental). Comparable revenue model built on booth space and sponsorship.
- Koelnmesse: Operates one of the world's largest exhibition campus footprints in Cologne, Germany, and runs trade and consumer fairs across multiple industries comparable to Expertise Events' vertical mix.
- Messe Frankfurt: German-headquartered global trade fair organizer with extensive consumer and trade events across textiles, automotive, lighting, and consumer goods. Comparable diversified vertical portfolio and booth-rental revenue model.
- Fiera Milano: Italian exhibition campus operator and trade show organizer running multi-vertical events comparable to Expertise Events' portfolio. Similar booth-rental revenue model with broader geographic base.
- GL events: Major international exhibition and live-event operator with both venue management and trade show organizing businesses. Comparable in managing multi-vertical event portfolios and partnering with convention centres, though with stronger European footprint.
Direct peers
- Clarion Events: Privately-held global exhibition organizer running trade and consumer events across multiple verticals (gaming, retail, defence, energy). Closely comparable to Expertise Events in multi-vertical event portfolio and booth-rental economics.
- dmg events: Operator of large B2B trade exhibitions across multiple verticals including energy, construction, hospitality, and food/beverage. Comparable model of recurring annual trade shows with booth-rental and sponsor revenue; dmg events also owns consumer-facing expos.
- Reed Exhibitions: One of the world's largest exhibition organizers and JV partner of Expertise Events via Fair Events (2014). Both organize multi-vertical trade and consumer events on a recurring calendar with booth-rental economics; Reed's global portfolio overlaps Expertise Events' ANZ base.
Others
- Melbourne Convention and Exhibition Centre (MCEC): Major ANZ venue partner of Expertise Events for craft, quilt, and other events. Functions as a complementary ecosystem participant (venue) versus competitor organizer, but competes for the same pool of trade event dates.
- International Convention Centre Sydney (ICC Sydney): Anchor venue partner of Expertise Events. Although a venue operator rather than an organizer, ICC Sydney is a direct ecosystem participant — both businesses compete for and co-deliver large-scale ANZ trade events.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Expertise Events social profiles
Digital presenceExpertise Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Expertise Events leadership team
Management profileNumber of profiles
Profiles1 record
Expertise Events subsidiaries and ownership
Company hierarchySubsidiaries2 records
Expertise Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Expertise Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Expertise Events
What does Expertise Events do?
Expertise Events is a family-owned Australian exhibition and event organiser that plans and manages more than 20 trade and consumer events annually across Australia and New Zealand. The company operates a portfolio of branded events spanning jewellery, crafts, pop culture, wine, agriculture, and environmental services, and also provides end-to-end event management services to industry associations and government bodies.
Is Expertise Events a public or private company?
Expertise Events is a private company. It is classified as family owned and is currently operating.
When was Expertise Events founded?
Expertise Events was founded in 1990. It employs 11 to 50 people.
Where is Expertise Events based?
Expertise Events is headquartered in Frances, Australia, in the Oceania region.
How does Expertise Events make money?
Two revenue lines are on record. Exhibition and Event Management Services are the primary driver. The others are training and Publications.
Who are Expertise Events's main competitors?
Broad incumbents on record are Informa Markets, Koelnmesse, Messe Frankfurt, Fiera Milano and GL events. Direct peers are Clarion Events, dmg events and Reed Exhibitions. Others are Melbourne Convention and Exhibition Centre (MCEC) and International Convention Centre Sydney (ICC Sydney).
Does Expertise Events have an API?
No public API is recorded for Expertise Events.
What industry is Expertise Events in?
Expertise Events's product category is Event Management and Exhibition Services. Its primary akta.pro industry code is THAHABAA, General & Multi-Industry Trade Show Organizers, with a secondary code of THAHABAJ, Retail, Consumer Goods & Lifestyle Shows Organizers. Its NAICS code is 561920 and its SIC code is 7990.