It is no secret that Singapore is a well able to host business events large and small, and to deliver a good delegate experience. The team at USANA Health Sciences, a global direct-selling company for nutritional and skincare products, found this out and, in fact, liked the city enough to hold its annual Asia Pacific Convention here not once nor twice, but five times in consecutive years.
The latest Asia Pacific Convention returned to Singapore for a fifth time in April 2019. The highly anticipated extravaganza celebrated the achievements of USANA’s top performing sales associates from the region (Australia, Hong Kong, Indonesia, Japan, Korea, Malaysia, New Zealand, the Philippines, Taiwan, Thailand and Singapore) and attracted over 6,000 attendees each year.
According to USANA’s Executive Director of Events Brad Jensen, “Singapore is geographically central to all the Asia Pacific markets and a good holiday destination where our associates can extend their stay after the convention. The bilingual culture makes it easy for visitors to adapt to the environment.”
The availability of large business venues in Singapore also made it possible for USANA to organise a full-spectrum trade show across two exhibition halls at Suntec Convention & Exhibition Centre.
Delegates visited the USANA Store to purchase products and merchandise and stop at booths to find out more about the science behind the company’s products or just to keep abreast with the company’s expansion plans.
The expansive area of the exhibition venues also allows USANA to hold their programme’s competitive segment, “USANA’s Got Talent”, where representatives from each country took to the stage to show off their performing talents in front of thousands of colleagues. In 2018, The Free Radicals, a rock band made up of top USANA executives from the US, made their debut here at the Singapore event.
Jensen was, to say the least, pleased with his selection of venue. “Suntec Convention & Exhibition Centre is an ideal event space with good layout, accessibility, amenities and a network of hotels within walking distance.”
With each passing year, the USANA event team benefited from increased familiarity with and confidence in Singapore and the venue team, so much so that they were able to focus on the finer details of each edition. The team was also able to apply most of the learning points from the previous year’s event to sharpen internal logistics, communications, planning and security.
“As we hold the APC in Singapore back-to-back, we have to ensure that we up the game each year. We do so by incorporating everyone’s feedback, adopting new technology to make processes more efficient and seamless. This is so the experience and overall perceived value of the convention is always better than the last,” says Jensen. He added, “this was made easier by our chosen locale. The Singapore experience over the last five years has enabled our event to grow from strength to strength.”
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