convention 2020 by rohit talwar #icca11 monday 24/10/11
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Convention 2020 Presentation by Rohit Talwar held during the 50th ICCA Congress. #icca11 MONDAY 24/10/11TRANSCRIPT
The Future of Corporate and Association Events+
Venue and Destination Strategies
ICCA Congress Leipzig
October 24th 2011
Rohit Talwar
CEO – Fast Future
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