EBACE Attracts Top Brass

Five hundred million euros worth of business aircraft at the static display is potent evidence of the growing importance of EBACE as a premier industry event in Europe.

But even more impressive is the list of top executives who've elected to attend the event, most of whom are staying for all three days. Airbus Corporate Jet chief Richard Gaona and Boeing Business Jets' president Lee Monson are working the crowd, along with Textron's Russ Meyer and Cessna's Gary Hay, plus Dassault chairman Charles Edelstenne and vice-chairman Bruno Revellin-Falcoz, Falcon Jet's John Rosanvallon, and Jim Schuster from Raytheon Aircraft. Then, there's Bill Boisture and Bryan Moss from Gulfstream, Richard Santulli and Mark Booth from NetJets' home and European offices, Embraer vice-chairman Sam Hill, Sino-Swearingen's Jack Braly, BBA CEO Roy McGlone, and TAG's Roger McMullin and Jake Cartwright, who hosted a gala reception at Le Musee de l'Automobile Wednesday night. Even Vern Raburn, of Eclipse Aircraft, came from Albuquerque, New Mexico.

Almost all to these people agree that Geneva is an ideal venue for a business aircraft conference and exposition. Many say they're tired of two-and-one-half hour commutes, B2B suppliers in your face, missiles and afterburners, plus onerous expense of some other European air shows, such as Farnborough and Paris. EBACE, in contrast, appears to be winning more support during its second year. Geneva is neutral turf. It's a five-minute walk from the exhibit hall to the static display. It's eight minutes from downtown by trains that depart every five to 10 minutes. And EBACE is small, relaxed and laser precise in market target.

"If we could find a qualitative solution to Paris, we'd consider it in a heartbeat," commented Gary Hay, Cessna Aircraft's chairman and CEO. "Paris is still the granddaddy of them all, but oh, the hassles and the expense," he continued. Cessna, though, is not wedded to Paris or any other specific venue. Eight to 10 years ago, for example, Cessna pulled out of Farnborough, raising plenty of eyebrows in the aviation industry. Instead, the firm invested in a larger European sales force and more demo flights, producing tangible results in sales growth.

While he's not ready to pull up stakes at Le Bourget any time soon, Hay said that EBACE may achieve sufficient "critical mass" in three to seven years to replace Paris as the main event for the business aircraft community in Europe. EBACE will have to be nurtured with direct marketing and other promotions, Hay advised.

The number and quality of prospects and existing customers contacted at the show are key indicators of EBACE or any other convention, according to Hay and others. "It's all about building relationships," Hay explained.

Show News heard similar comments from other key executives. Roger McMullin, TAG's CEO, said Geneva is an ideal location and there are no 20-mile drives from town. NetJets' James Christiansen is another strong EBACE Geneva supporter.

PrivatAir CEO David Hurley gives the event two thumbs up. "I would definitely vote that we have it here always," Hurley told Show News earlier in the week. "As the show grows, Geneva will grow with it," echoed Hurley's corporate shuttle marketing chief, Paul DeSalis.

While EBAA and NBAA officials are mulling over other venues, every person contacted by Show News said that moving EBACE out of Geneva would be a mistake.