Canadian auto dealer went behind the scenes to witness the next generation of leaders from the Automotive Business School of Canada preparing to bring North America’s largest outdoor, student-run auto show to life.
For more than 30 years, thousands of car shoppers and enthusiasts have descended upon Barrie to attend the Georgian Auto Show — but most wouldn’t have detected that the event is largely run, planned, and executed by students enrolled in Georgian College’s Automotive Business School of Canada (ABSC) program.
An army of students, led by five directors who compete vigorously for the coveted positions, carry out all the show tasks. These include lining up sponsors, marketing, and promoting the event in media and social channels, recruitment and training, lining up OEM exhibitors, event logistics, community participation, and the hundreds of little details that have to be looked after to deliver a great consumer experience.
It gives students lots of real-world experience, exposure to great industry contacts, and provides the community a top-notch auto show experience without having to travel outside their region.
Canadian auto dealer was invited behind the scenes to meet this year’s directors, and to take part in a planning meeting for the 2019 Georgian Auto Show being held in Barrie, Ont., between May 31-June 2nd with the theme: Ignite the Passion.
While each of the directors is responsible for delivering on their respective areas, support is provided by a show manager from the college, and by faculty mentors.
At the planning meeting we attended, conversations ranged from booking Brampton Batman and Bentley the Bulldog, pulling off the event’s first VIP night, strategies to attract more OEM participation, and even some delicate HR related issues — not unlike those they will encounter in their working careers.
They are also learning about themselves, developing leadership skills, and dealing with personalities and deadlines, leveraging personal and business contacts, and even tackling mundane things like liability insurance.
After their meeting, we interviewed each of the five directors to learn more about their roles and their experiences.
Ajay Kanwar
Student Director, Sponsorship and Performance
Ajay Kanwar, Director of Sponsorship and Performance, was tasked with lining up event sponsors. “A lot of sponsors are very supportive,” said Kanwar, adding that he set a goal for himself to beat the previous record for sponsorship dollars raised. “I beat that record four months into the job,” said Kanwar. “Never underestimate the power of a cold call. I’d rather phone someone than text them.”
Kanwar said one of the biggest things he’s learned in the role was time management, and he also learned a lot about how to work on a team. “You can’t demand things, you have to be respectful to other people’s working styles and habits. They all bring so much to the table,” said Kanwar. “Working with these guys has been great.”
Kanwar said he had always heard the auto industry was tight-knit, but he has now really experienced it. “Almost everyone knows each other. Even if I’m talking to dealer groups, they know the other dealer groups and know the people there.”
Alissa Abramova
Student Director, Customer Experience
Alissa Abramova, Student Director, Customer Experience said she always knew she wanted to be involved with the show. “The Georgian Auto Show was what brought me into this program,” said Abramova. “I have been going to it since I was about six years old with my Dad.”
“I love this position because I like being the person that thinks about how the public is going to see, interact, and enjoy the show,” she said. “My goal is to create a show that welcomes everybody and anybody, of all ages and genders. I just want it to be an inclusive event where people can try everything out.”
Abramova said she witnessed lots of fun activities at the Canadian International AutoShow, and wants to bring similar interactive events to the show. One idea was to create a fun activity related to camping and cars, since so many people in the Barrie region have ties to the outdoors and cottage country.
“This position forces you to learn how to interact with people and it teaches you to deal with different types of people,” she said. “For me personally, it has taught me to relax. I want the people who come to the show to have fun with it. And I think the only way for that to be achievable is for us to have fun when we organize it.”
Cami Bérubé
Student Director, Marketing and Media Relations
Cami Bérubé, Student Director, Marketing and Media Relations, is responsible for marketing the show, booking paid media and raising awareness to boost attendance. “This year I’m trying to reach a larger market to attract more people to the show,” said Bérubé. “I love what I’m doing. I love being able to let my creativity go.”
She said she studied the research that showed who attended last year’s event to help map out this year’s marketing and PR strategy. “It’s all about engaging with people,” said Bérubé. “We are trying to ignite the passion people have for their vehicles.”
Bérubé said they are trying some new approaches, such as transit advertising in the York Region, and targeted social media buys. “I have also wrapped my personal vehicle with the Georgian College Auto Show, and we have been increasing our presence on social media.”
She said she visited radio stations, and now has to review and approve quotes for marketing and media spending to get the most return on investment within her budget. “You really have to plan to achieve a goal. It’s important to be very organized and follow up with people.”
She said being a director for the auto show is an amazing experience that has helped her develop new skills, and better understand teamwork. “I think our team is very strong. We are all in this together,” said Bérubé, adding that team members encourage and often recognize each other for their achievements.
Jessica Cowan
Student Director, Site Management and Logistics
Jessica Cowan, Student Director, Site Management and Logistics, is responsible for the nuts and bolts of the show and the various moving pieces. “I am working on all the site plans, the spacing, and anyone coming in and out I am tracking that. I am also working with the manufacturers to get them to the show,” said Cowan.
Cowan said she was taken aback by how many people and companies need to be contacted to make the show actually happen. That includes things like setting up a load-in, load-out schedule for tenting and vehicles, making sure there are accessible toilets and facilities, fencing, security and hundreds of other details. “Doing logistics you realize you can’t do it all yourself. You learn how much you have to trust and rely on other people, and how big outsourcing is in this industry.”
One thing she has learned is the importance of good communication. “Over-explaining is never a bad thing,” said Cowan. “You don’t want to leave anything to guesswork.”
Cowan said she has learned that you also need to keep your plans flexible. “You need your list of plan A, B, and C ready to go even before it becomes something you can act on.”
Cowan said she has learned that it takes a wide variety of people and personalities to really pull together a successful event. “It’s important to have diversity on your team. An event wouldn’t run as smoothly without having all those different opinions.”
Cowan noted that this year was the first time the auto show board of directors had more female than male directors.
Gabriel Basque
Student Director, Student Experience
Gabriel Basque, Student Director, Student Experience is tasked with recruiting student teams and managing their roles and participation in the show. “My job is to deal with the students,” said Basque. “I recruit ambassadors. I go into classes and pitch the show and let them know how important it is.”
Basque said the show gives students a great chance to meet OEMs, and to build connections and expand their networks. “The automotive industry is a small industry,” said Basque. “We know we might be working with some of our classmates in our future careers.”
Learning to manage more than 240 students is great career training for Basque. “I’d like to be a manager at some point in my life, and I’m glad I’m trying it. I know I am on a good path for my career.”
Basque said the experience has helped him develop confidence speaking in front of groups, and learning about how to motivate and lead others. “I like knowing that Captains and Directors are feeling good about their positions,” said Basque. “I like making sure students understand their value to the show.” He said he’s had to sit down with various students to encourage them, and to explain why they were picked for various roles.
Basque said he’d like to end up in a corporate position for an OEM, ideally in his home province of Quebec.
Wherever this group of students, and their various captains and brand ambassadors end up in the auto industry, the Georgian Auto Show experience will always be an invaluable part of their educational experience, and one they share with generations of former ABSC grads.
