IB Woman
Issue No. 42 - August/September 2008
Adelaide’s best show gets better
by Penelope Herbert
When some interstate people meet Sandra Klein for the second time they are surprised that the Sao Paulo-born and raised executive is still living in Adelaide. Although she has only lived here for 20 months, it seems there is a perception South Australia is too small
and sleepy for someone used to living with 25
million people.
“Adelaide is booming,” says Sandra, who is the Business Development Coordinator for the Adelaide Showground.
“People are often surprised because their perception is that I should want big city drama. What they don’t realise is that I want to raise my children in a safe and family-friendly environment that doesn’t support a ridiculously fast-paced lifestyle.
“The other surprise for them is that, with the imminent opening of the Adelaide Showground
new Goyder Pavilion, Adelaide will have the
third-largest exhibition space in Australia, and THAT is
really exciting.”
Knowing the industry but not knowing the country has been Sandra’s biggest challenge. She says she has had to learn how business operates in South Australia.
“The pace is completely different here from Sao Paulo and it’s very tough there. Businesses want to hire young graduates and older people run the risk of being fired because their pay levels increase incrementally,” she says.
“People here are more reliable and respectful, but being a naturally out-going person I also have to balance my enthusiasm with an understanding that some people are much more reserved.”
The perception of interstate convention and event managers that South Australia is small and can’t cope with a very large event has also been a challenge.
Sandra says she undertook a SWOT analysis of the Adelaide Showground business and its competitors. Her research enabled her to understand the positioning of the Showground in the minds of potential customers. And it also enabled her to counter objections t...
