convention 2020 by rohit talwar #icca11 monday 24/10/11

The Future of Corporate and Association Events+

Venue and Destination Strategies

ICCA Congress Leipzig

October 24th 2011

Rohit Talwar

CEO – Fast Future

rohit@fastfuture.com

www.convention-2020.com

• Global strategic foresight study to help the meetings industry prepare for the decade ahead - Industry-wide sponsors

• Outside-in focus

• Multiple outputs Nov 2009 – December 2011

Convention 2020

Organisations Need to Work on 3 Horizons in Parallel

1-12 Months

Operational Excellence

1-3 Years

Drive for Growth

3-10 Years

Creating the Future

The World in 2020

Less but Bigger?By 2020, compared to today, I expect there to be fewer but larger

conferences and exhibitions covering wide topics, industry sectors, or "communities of interest" - with less choice of which events to

attend, but much more choice within the events themselves.

49%1085 respondents

More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of many more smaller, highly specialized conferences, exhibitions and meetings - there will be much more competition from events wanting me to attend.

1090 respondents

79%

The Future of Corporate and Association Events - Survey Focus

Delegate Experience

Design Drivers

Learning and Knowledge

Integration of all Activity Around a few Central Event Themes?

88%Strongly

AgreeAgree Disagree Strongly

Disagree

0%

10%

20%

30%

40%

50%

60%

70%

Rising participant expectations – learning, experience, facilities and

comfort

Pressure to deliver tangible ROI, immediate results and 'take aways'

Strong integration of social media and inter-linking with

external audiences

Key Delegate Expectations

73%73%

61%

Event Owner Strategic Priorities (1-3 Years)

Cost reduction Clear measurement of ROI

Shortened planning and execution cycles

66% 66%

55%Greater use of Hybrid /Virtual

53%

Expected Business Event Innovations

Use of events to build extended communities

Extensive value-adding pre-event engagement

with attendees

Co-location of events

61% 56% 46%

Key Design Features - Corporate Events

“Relationship building" with external participants

Accelerated learning / Complex Problems

Change Behaviour / Culture

55% 51%

49% 49%Serve multiple roles

Trends in Association Event Strategies

Merger of eventsPartnering w/ online communities

Greater selectivity on events

56% 54%

53% 52%Use events to capture innovation

Planning/Managing Associations Events

Better profiling and targeting of attendees e.g. addressing demographic blind spots

Focus on developing new pricing models and revenue streams

Revamping of trade shows to become solution fairs and learning zones

56%55%

51%

Associations to Encourage / Support Creation of Sub-Events by Members

72%Strongly Agree Agree Disagree Strongly

Disagree

0%

10%

20%

30%

40%

50%

60%

70%

Large Association Events Will Seek To Become Key "Industry Happenings”

97%Strongly Agree Agree Disagree Strongly Disagree

0%

10%

20%

30%

40%

50%

60%

Associations will Look to Broaden their Portfolio by Partnering with Suppliers

90%Strongly Agree Agree Disagree Strongly

Disagree

0%

10%

20%

30%

40%

50%

60%

70%

Cost Control Strategies

Closing unprofitable meetings Running shorter events

Merging of events

65% 57%

54% 47%Choosing cheaper host

destinations

Associations - Revenue Generation

Packaging and resale of wider event content

Video capturing content for resale

Demanding greater financial support from host cities/venues

54% 47%

47% 38%Events designed to create

resalable content

Event Design and Delivery - Key Factors

Clear link between event design and goals

Formats encourage open/deep dialogue

Support for social media activity

60% 54%

53% 53%More experimentation with hybrid/virtual

Future Delegate Experience – Key Features

Genuine dialogue between speakers and delegates

Personalization - wider choice of topics and

session formats

Participant rich - formats to support and encourage participation and social

learning during conference sessions

71% 60% 55%

Roles of Social Media

Enable instant feedback on sessions

Increase delegate engagement before, during and after the event

Improve event marketing, targeting and communications

79% 66%

64% 59%Online co-creation of events

Social Media use will Rise Rapidly then Decline in Favour of Full Engagement

69%Strongly

AgreeAgree Disagree Strongly

Disagree

0%

10%

20%

30%

40%

50%

60%

Key Technology Developments

Affordable or free Wi-Fi Use of mobile ‘apps’ for networking

Online conference communities

92% 83%

59% 51%Telepresence links to remote

audiences

The Smart Phone / Tablet and its Successors will Become the Main

Interaction Point at Events

87%Strongly Agree Agree Disagree Strongly

Disagree

0%5%

10%15%20%25%30%35%40%45%50%

Maximizing Knowledge Exchange, Creation and Capture

Use of events to create new knowledge networks

Knowledge portals to capture content generated

Detailed briefing of speakers

60% 58%

53% 46%Tools to access to (un)structured data

Venue Strategy, Management and Ownership

The highest strategic priorities for venues by 2020 will be to

Create a more flexible set of service offerings in response to customer

demands

Differentiate themselves in the face of increased

competition

Identify new markets  e.g. emerging industry sectors,

professions and associations

71% 66% 65%

Venue Operations and Facilities

The highest strategic priorities for venues by 2020 will be to

Keep up with meeting technologies and identify those that will add value

for customers

Retain and recruit the right talent

60%77%Increase the flexibility of how venue space can be

configured

61%

Market StrategiesOver the next decade, which of the following service and market facing strategies do you expect Venues to adopt as they seek to compete in a more intense global environment? 

Adopt environmental best practices as an expected standard rather than as a

source of competitive advantage

Seek to differentiate themselves on service and

customer experience

72% 53%Enter into international

alliances with other independent venues to bid for multi-year convention

contracts from associations and other

event owners

56%

Over the next decade, venues will increasingly be expected to offer more in-depth and comprehensive event design

advice and will seek to use this as a competitive differentiator

83%180 Respondents

26

57

15

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

Finance

What financial strategies do you expect to see venues adopt by 2020?

Focus on developing ancillary revenue streams

Provide incentives to encourage repeat bookings

Offer greater financial support to attract incoming

events

63% 56% 46%

Which of the following revenue earning activities do you expect to see venues

adopt over the next decade? 

Carry advertising in public areas targeted at the

demographic attending each event

Host live entertainment such as concerts and theatre performances

Create their own or 'joint ventured' consumer

focused events such as food and wine fairs,

seasonal retail events and local craft fairs

47% 47% 46%

Over the next decade, publicly funded centres will be expected to play a far greater role in supporting the local community – for example providing

low or no cost facilities for activities such as local art exhibitions, community meetings and social functions

75%178 Respondents

19

56

24

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

Business Model / ROI Innovation

Free or Fantastic

As client budget pressures increase, venues will increasingly be expected to offer direct financial support or underwriting

to attract the largest events

75%180 Respondents

19

56

24

10

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

Over the next decade, in the face of intense competition, there will be growing  pressure to provide the core facility for

free and cover the costs through other revenue streams

61%179 Respondents

11

50

37

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

What are the key drivers that will have the greatest influence on the design of

new venues in the next decade? 

Flexibility in use of meeting rooms

Supporting a wide range of possible future

technology solutions

Flexibility in use of concourses / foyers /

public spaces

74% 74% 60%

What do you think will be the key long term differentiators of successful venues

over the next decade?

Flexibility in use of the facility

Staff, quality attitude and capability

Ability to help event owners generate additional revenue streams

50%63% 42%

Which of the following Technology Strategies do you expect venues to

adopt in the coming decade?

Marketing – offer 3D visuals, virtual world showcases and online venue ‘walkthroughs’ to showcase what is on offer

Connectivity - offer free Wi-Fi to delegates and exhibitors

73% 63%Event Intelligence – Adopt

smart tagging (e.g. RFID) of trade show booths,

delegates and meeting rooms to enable production of accurate information on

visitor behaviour

56%

As the boundaries (start and end points) of events start to blur and event owners seek to increase participant engagement  before and after the event, venues will increasingly need to provide solutions that support

such social media engagement

88%181 Respondents

31

57

12

10

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

Destination Priorities 2011

69% 67% 56%Use web /social media more to promote the destination

Find differentiators in

the face of intense

competition

Prioritise key events,

industries and associations to

targetImage sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

Destination Strategies 2015

63% 61% 57%Show ROI for

event owners/delegates

Show longer term contribution

to economic development

More extensive

data mining

Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

The Opportunity

• Conventions and Trade Shows are a multi-billion industry

• Major contributor to knowledge exchange and business creation

• But…Image sources: annieandyiannis.com / img.ibtimes.com

To win we Must Focus ‘Beyond Tourism’

Image source: asiatravel.com

ICCA Rankings - Subject Areas

The opportunity is to maximize knowledge transfer and value creation in the key industries of the future…

Drive Economic Growth and Job Creation

Image source: extlogics.files.wordpress.com

Maximizing Knowledge Sharing through Business Events

Image source: library.nhs.uk

Showcasing Local Capability

Image sources: nanotech.sc.mahidol.ac.th / blogs.dickinson.edu/mindmeetsmatter

Nurturing New Ventures and Accelerating Emerging Industries

Image sources: teamaltman.com / echnologylodging.com / picturesofcar.blogspot.com

New Networks, Partnerships and Collaborations

Image source Tallberg Foundation

Tourism Convention Services Design Distribution ServicesDigital Content R & D

Korea - Priority Sectors

DDP: DONGDAEMUN DESIGN PLAZA Image source Seoul Tourism Organization

FLOATING ISLANDS ON SEOUL’S HAN RIVER

SEOUL STATION CONVENTION CENTER – PROPOSED DESIGN

57

Target government

priority sectors for development

Work with government and

institutions to secure events

Government invests in BESydney

Community benefits

Events help develop sectors

BESydney

Link business events to government priorities

58

Priority sectors identified by government for development

• Finance, Insurance & Professional Services• Infrastructure and Construction• Advanced Manufacturing• Communication and Info Technology• Retail • Education and Research• Agri-food• Creative industries• Mining• Tourism• Health and Allied Services

59

Case study approach

• 4th International AIDS Society Conference on HIV Pathogenesis Treatment and Prevention (IAS 2007)

Led to the establishment of a major virology institute at the University of NSW through initial investment by the Bill and Melinda Gates Foundation later matched by government.

• 7th International Orthodontics Congress (IOC 2010)

Many Australian clinicians picked up knowledge about new techniques and technologies. Conference led to significant funding increase for the Australian Society of Orthodontists research programs.

Citywide Alignment - London Business Tourism Steering Group

Senior group of industry figures with an interest in developing London’s global events business, across hotels, venues, transport, retail, corporate, agency, local government

Research on client perceptions of the destination Comparative study into competitor destinations Industry Forums Clearer understanding reached of a joined-up approach Recommendations and future approach

Leveraging Sporting Legacy

2015 2016* 2017 2018• Rugby World Cup• Women’s Football World Cup• Amateur Boxing World Champs• World Masters Athletics Champs• World Disabled Badminton Champs• World Team Badminton Champs• FINA Diving World Series• IPC European Swimming Champs• European Junior Athletics Champs• European Team Athletics Champs

• NFL Super Bowl• World Hockey Champions Trophy• European Athletics Champs• Table Tennis World Cup• LEN European Swimming Champs• Track Cycling World Champs

*Olympic Year – may limit event feasibility

• World Athletics Champs• Solheim Cup (Ladies’ Golf)• Hockey Euronations• IPC World Swimming Champs (25m; Disability)• Track Cycling World Cup

• FIFA World Cup• Youth Olympic Games• FIBA World Basketball Champs• FINA Water Polo World Cup• Track Cycling World Cup

Image source: London & Partners

Abu Dhabi – 30 Year Vision

• Building an open, efficient, effective and globally integrated business environment

• Adopting a disciplined fiscal policy that is responsive to economic cycles

• Establishing a resilient monetary and financial market environment

• Driving significant improvement in the efficiency of the labour market

• Developing a sufficient and resilient infrastructure

• Developing a highly skilled, highly productive work force

• Enabling financial markets to become the key financiers of economic sectors and projects

Image source: redfiloeventarchitechts.blog.com

Abu Dhabi – Key Sectors• Education• Energy and Environment• Healthcare• Petrochemicals, Oil and Gas• Pharmaceuticals• IT, Telecoms + Communications• Transportation and Logistics• Construction• Culture• Food industry• Manufacturing and Infrastructure• Security and Defense• Tourism

Image source: flickr.com

Abu Dhabi – Infrastructure• Health – Cleveland Clinic Abu

Dhabi bringing high quality medicine

• Education – In Abu Dhabi branches of Yale University, Sorbonne, New York University and new Zayed University

• Masdar City – World first zero carbon, zero waste and car free city

• Science and Technology

• A new surface transportation Master Plan

Image source: mobilebillboardfranchise.com

Advantage Abu Dhabi

• A three-year Abu Dhabi Tourism Authority initiative aimed at catalysing and seeding innovative and viable business events aligned to the Abu Dhabi Government’s 2030 Economic Plan

• Aimed at International Conferences and Exhibitions

• AAD Recipient:

Conclusions Where are the Opportunities?

• Foresight and Insight

• Learning

• Knowledge Leverage

• Value Assessment

• Experimentation