Q&A evolution of ReFuelForum Europe
Founder and Managing Director at OpenRoom Event, Fiona Horan, talks about what’s in store for the event’s third edition, changing from PetroForum to ReFuel and expanding its format to new regions.
ReFuelForum Europe 2022 is less than two months away, the exclusive two-day networking event will be celebrated on June 13-14 to connect energy companies and independent fuel retail from across Europe with innovative suppliers and next generation start-ups. Fiona Horan, Founder and Managing Director at OpenRoom Event, discusses the focus on this years’ edition, the changes in OpenRoom’s events during the past 20 years and the evolution of the industry.
OpenRoom has developed numerous events for the fuel retail industry. The European edition is your newest one with only two editions. What’s the focus for the June edition?
It’s basically innovation – whether that’s payments, digitalization, or mobility. And our agenda reflects this. For example, we have three leading manufacturers discussing how they have adapted their product offering to embrace alternative fueling and we have a session on Next Generation Technologies which are short, 5 minute presentations around some of the new solutions to market.
How does Refuel Europe complement other continental events such as UNITI expo?
Our events are so different to large trade shows – they can’t help but be complementary! Instead of stands with equipment the ReFuel Forums are centred around a program of 15-minute meetings between fuel retailer and vendor, a little like business speed dating. We believe in myriad routes to market and feel there is a place for continental events with many thousands of visitors, and a place for our curated gatherings with less than 200 delegates.
What’s been the key changes in the ReFuel (formerly PetroForum) event over the past 20 years?
The industry is at a crossroads and the ReFuelForums are a mirror for the changes that are taking place. Alternative fuels, EVs, urbanisation, shared mobility, AI, IoT, robotics, digital tech – all these factors are driving a reshaping of the fuel retail landscape. Alongside our established vendors, we are welcoming a whole new range of suppliers and manufacturers to the event.
What does the new name – ReFuel – signify?
The old event name was PetroForum – outdated and out of touch! The new name encapsulates forecourt, cloud and convenience. But with so many changes at play, we do wonder if we should have used the word ‘energy’!
You’re moving to a much more discursive content with panels rather than presentations. What does this bring?
Much greater engagement from the delegates. The last two events have featured some fascinating discussions chaired by Oscar Smith Diamante and Hisham Khan of Shell Global – and because delegates can now submit questions in real time through our Event App, there is no shortage of debate.
Europe has joined the APAC, MENA, UK and Africa portfolio. What about North America and LATAM?
The size of the US forecourt market is predicted to grow to US$126 billion by 2024 – and given the enabling environment, fuel retail remains an attractive business with a large number of adjacent and emerging value pools. OpenRoom’s largest Dental and Veterinary events are in North America – and we see a major opportunity to take our format for fuel retail to the region. LATAM is another couple of years away – and in the meantime, we’re busy recruiting Spanish and Portuguese speakers in the team!
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