Venue and Destination Innovation

IMEX Frankfurt IMEX Frankfurt May 25th / 26th 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

• Multiple outputs Nov 2009 – December 2011

• Current studies on future strategies for venues and destinations

Convention 2020

Growth is not Guaranteed+

Image source: Piper Report

+Thinking is Back in Fashion

Image source: Einstein.yu.edu

Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691 5231739

344

1998

729

4157

1030

585

Source : United Nations2010 2050

Generational Diversity Lifespans are Increasing

Developed economy ‘under

50’s’ have 90% chance of living

to 100.

Aubrey de Grey suggests we Aubrey de Grey suggests we

could live to 500 or 1000

What are the implications for

event design?

What kind of opportunities will

be created?

Image source: ted.com

Business Model / ROI Innovation

Free or FantasticImage source: eholidayindia.com

Telephony• Voice

• Messaging

• SIM card

• Phonebook

• Ring Tones

• Security

Connectivity• Cellular

• Up to 14 bands

• WLAN/BT

• GPS

• NFC

• FM

TMT – Convergence and Immersion

Data/

Enterprise• 100Mbps

• Email

• IMS

• Browsing

• VPN

• PIM

• Ecommerce

• Payments

Software• Protocols

• Middleware

• Applications

• User Interface

• Minimize fragmentation

Multimedia• Camera 8-16M

• Camcorder

• 24M Color Display

• Memory (160GB)

• Multiformat A/V • HD Video/TV out

• Games

(50-100M Tps)

• DRM

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.

1085 respondents9

Image source: Qatar National Convention Centre

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 respondents10

Image source: imageshack.us

PCMA Learning Lounge

http://www.borev.net/imf.jpgImage source: jeffhurtblog.com

Personal and Immersive

e.g. Globe Forum Silent Conference

http://www.borev.net/imf.jpgImage source: sustainablecitiesnet.com

Trade Show Innovation

• Routes /

Network

• Health Industry • Health Industry

Distributors

• United Food

Processors

Image source: Imex

Food Inspiration Network

Reinventing the Trade Show

http://www.borev.net/imf.jpgImage sources: lovelovemodo.comlisstree.com / thechefalliance.com

Venue Strategies and Innovation

Key Survey Findings

Which Region are you Based in?

North America

Australasia

Europe

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

South America

Africa

Middle East

Asia

Top 5 Country of Residence

24%

16%15%

20%

25%

30%

16%15%

6%5%

0%

5%

10%

15%

Australia UK US South Korea Hungary

Convention Centre Strategy, Management and Ownership

The highest strategic priorities for venues in the next three years are to:

Differentiate themselves in

the face of increased

competition

Identify new markets e.g.

emerging industry sectors,

professions and

associations

Create a more flexible set

of service offerings in

response to customer

demands

Image sources: seiservice.com / getentrepreneurial.com / mintel.com

Convention Centre 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

Image sources: lasersharks.com / blogs.smh.com.au / FT.com

Convention Centre Operations and Facilities

The highest strategic priorities for venues in the next three years are to

Keep up with meeting

technologies and identify

those that will add value

for customers

Retain and recruit the right

talentCreate lower cost

operating and purchasing

models

Image sources: techday.co.nz / vator.tv / ononshipping.com

Convention Centre 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

Increase the flexibility of

how venue space can be

configured

Image sources: mpiweb.org / 3.bp.blogspot.com / static.guitm.co.uk

Market StrategiesOver the next decade, which of the following service and market facing strategies

do you expect Convention Centres 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

Enter into international

alliances with other

independent venues to bid

for multi-year convention

contracts from

associations and other

event ownersImage sources: webconferencingcouncil.com /

sphotos.ak / /smallbusinessdelivered.com

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

Image sources: digecor.com / msptelemarketing.com / dotgirl.com

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

Image sources: hometrend.org / telepresenceoptions.com / inhabitat.com

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

Event Intelligence – Adopt

smart tagging (e.g. RFID) of

trade show booths,

delegates and meeting

rooms to enable production

of accurate information on

visitor behaviourImage sources: newlyemerged.files.wordpress.com / knowtebook.com / stronglink.cn

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 fairsImage sources: sunrisepos.com / yourengagement101.com / bocaraton.com

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

Image sources: inhabitat.com / greatpeople4events.co.uk / digecor.com

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

178 Respondents

19

56

24

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagree

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

180 Respondents

26

57

15

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagreeImage sources: designholeonline.com

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

to attract the largest events

180 Respondents

19

56

24

1

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagreeImage sources: marksinvestingblog.com

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

181 Respondents

31

57

12

1

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagreeImage sources: m2newmedia.netm

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

179 Respondents

11

50

37

2

0

10

20

30

40

50

60

Strongly agree Agree Disagree Strongly disagreeImage sources: nerdnirvana.org

Business Positioning

33

Basic Model

Low Cost No Frills

Fast Follower

Strategic Innovator

Economic Return

Or

http://www.borev.net/imf.jpg

Or

Image sources: tourismthailand.org / physics.dit.ie

Out-thinking the Competition

35

Image smh.com.au

TeliaSonera - TelePresence Meetings Stockholm-Helsinki

• Number of meetings: 464

• Reduced number of journeys: 1.392

– 500,000€ in travel costs

• Saved working time: 40 months

36

• Reducing carbon dioxide emissions by: 169,000 kg

Image sources: Telia Sonera

Competition - Meeting Models

Source: Tandberg

The Opportunity

• Conventions and

Trade Shows are

a multi-billion

industry

• Major contributor • Major contributor

to knowledge

exchange and

business

creation

• ButG

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 partnering to maximise knowledge transfer and value

creation in the key industries of the future)

Destination Strategies 2015

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

Attributable Sales Revenues

DelegatesExhibitors / Sponsors

Local Businesses

Image source: wadefinancial.co.uk

Business Innovation and Performance Improvement

Image sources: ifgfunding.com

Knowledge Transfer

Image sources: businessgrow.com

Research Opportunities and Funding

Image sources clockwise: anthonares.net / singularityhub.com / eurescom.de / unmediated.org

New Networks, Partnerships and Collaborations

Image source Tallberg Foundation

Awareness and Awards

Image source abclady.com

Inward Investment

Image source selfones.com

Job Creation

Image source tutpr2u.net

Sector and Country Targeting

50

Image source prwatch.org

Ambassador Programmes

51

Image source globalnetworkstrategy.eu

Authentic Experiences

Image source roryandjamie.files.wordpress.com

• Cities that want to be at the leading edge of delivering business events

• Focus on maximising long term economic benefit of events

• Research, sharing of expertise and best practices

• Meet four time a year

Future Convention Cities Initiative

FCCI FIRST ACTION FORUM SEOUL

MARCH 2011

Image source Seoul Tourism Organization

�Tourism

�Convention Services

�Design

�Distribution Services�Distribution Services

�Digital Content

�R & D

Image source Seoul Tourism Organization

Image source Seoul Tourism Organization

DDP: DONGDAEMUN DESIGN PLAZA Image source Seoul Tourism Organization

FLOATING ISLANDS ON SEOUL’S HAN RIVER

Sydney - Priority sectors identified by government for development

• Finance, Insurance & Professional Services

• Infrastructure and Construction

• Advanced Manufacturing

• Communication and Info Technology

• Retail • Retail

• Education and Research

• Agri-food

• Creative industries

• Mining

• Tourism

• Health and Allied Services

Target government

priority sectors for development

Government invests in BESydney

BESydney

Sydney -Linking business events to government priorities

Work with government and

institutions to secure events

Community benefits

Events help develop sectors

Image source Business Events Sydney

Sydney Case Examples• 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.

Image source Business Events Sydney

International Congress on Obesity (2006)

• Secured government funding for a new Centre for

Obesity, Diabetes and Cardiovascular Disease – ready

by 2013

“This conference is vital to staying at the forefront of “This conference is vital to staying at the forefront of

the fights against obesity.”

Tony Abbott, Federal Minister for Health then

(Currently Leader of Opposition Party in Australia)

Image source Business Events Sydney

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� 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

• NFL Super Bowl

• World Hockey

Champions Trophy

• European Athletics

Champs

• Table Tennis World

• World Athletics

Champs

• Solheim Cup (Ladies’

Golf)

• Hockey Euronations

• IPC World Swimming

• FIFA World Cup

• Youth Olympic Games

• FIBA World Basketball

Champs

• FINA Water Polo

World Cup• 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

• Table Tennis World

Cup

• LEN European

Swimming Champs

• Track Cycling World

Champs

*Olympic Year – may

limit event feasibility

• IPC World Swimming

Champs (25m;

Disability)

• Track Cycling World

Cup

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• 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 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:

Critical factors that determine business tourism

success

� Convention Bureaus

� Leadership – vision, strategy, funding

� Networking -buyers; business tourism trade shows

� Branding

� Skills

� Ambassadors

� Infrastructure – venues, airport� Infrastructure – venues, airport

� Bidding – aggressive; substantial bid funds

� (Haven-Tang et al, 2007)

Image source: Durban KwaZulu Natal Convention Bureau

Convention Bureau Roles

• Lead generation and tracking; - to identify business tourism

opportunities;

• Bidding and bid support – with associations, meeting planners and

venues;

• Delegate boosting – marketing support for specific meetings;

• Business tourism destination marketing – stimulating awareness of a

tourism destination from a business perspective – the attractions and

business tourism services of a region;

• Product development and accreditation;

• Impact assessments; and

• Co-ordination.

Image source: Durban KwaZulu Natal Convention Bureau

Conclusion

• New turbulent era

• Key economic

development engine

• Too important to mess up• Too important to mess up

• Strategy, research and

innovation now critical

• Focus must be on events

that enable business to

happen Image source: mobilebillboardfranchise.com

Next Steps – How Can You Get Involved?

• Future Reports – Give us Feedback

• Take part in Pulse Surveys

• Contribute Expert Papers

• Run / Host a Workshop / Survey

• Student Essay Competition• Student Essay Competition

• Suggest Research Topics - tell us what you’d like to see G

• Ask about the sponsorship benefits

rohit@fastfuture.com www.convention-2020.com

Fast Future – Meetings Industry

Services

• Briefings and workshops for executive

management and boards of venues, CVB’s and

associations

• Customised research on trends, technologies

and new marketsand new markets

• Development of strategies and business plans

• ‘Deep dives’ on key trends and technology

developments

• Consultancy and workshop facilitation on

innovation and new business models

74

Fast Future • Research, consulting, speaking, leadership

• 5-20 year horizon - focus on ideas, developments, people, trends and forces shaping the future

• Clients

– Industry Associations – ICCA, ASAE, PCMA, MPI

– Corporates - GE, Nokia, Pepsi, IBM, Intel, Samsung, GSK, SAP, Orange, O2, E&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, Barclays, Citibank, DeutschebankSantander, Barclays, Citibank, Deutschebank

– Governments - Dubai, Finland, Nigeria, Singapore, UK, US

– Convention Bureaus – Seoul, Sydney, London, San Francisco, Toronto, Abu Dhabi, Durban, Athens, Slovenia, Copenhagen

– Convention Centres – Melbourne,

Adelaide, Qatar, QEIICC

– Hotels - Accor Group, Preferred,

– Intercontinental

– Congrex, Kenes

– Aeroports de Paris / Schiphol Group

Future Convention Cities Initiative• Cities that want to be at the leading edge of delivering business events

• Focus on maximising long term economic benefit of events

• Research, sharing of expertise and best practices

• Meet four time a year

• Initiated and co-ordinated by Fast Future

Hotels 2020: Beyond Segmentation Objectives

• Identify change drivers and

key success characteristics

for the globally branded hotel

sector over the next decade

• Examine the implications for:

– Hotel strategy

– Brand portfolio

– Business models

– Customer targeting

– Innovation

Rohit Talwar• Global futurist and founder of Fast Future Research.

• Award winning speaker on future insights and strategic

innovation – addressing leadership audiences in 40 countries on

5 continents

• Author of Designing Your Future – Published 08/2008

• Profiled by UK’s Independent Newspaper as one of the Top 10

Global Future Thinkers

• Led futures research, scenario planning and strategic

consultancy projects for clients in telecommunications, consultancy projects for clients in telecommunications,

technology, pharmaceuticals, banking, travel and tourism,

environment, food and government sectors

• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De

Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,

ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,

OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,

Siemens, Symbian, Yell , numerous international associations

and governments agencies in the US, UK, Finland, Dubai,

Nigeria, Saudi Arabia and Singapore.

• To receive Fast Future’s newsletters please email

rohit@fastfuture.com

• 50 key trends

• 100 emerging trends

• 10 major patterns of change

• Key challenges and choices for

leaders

Designing Your FutureKey Trends, Challenges and Choices Facing

Association and Nonprofit Leaders

leaders

• Strategic decision making

framework

• Scenarios for 2012

• Key futures tools and techniques

• Published August 2008

• Price £49.95 / €54.95/ $69.95

• Email invoice request to

rohit@fastfuture.com

Our ServicesBespoke research; Identification & Analysis of Future Trends, Drivers & Shocks

Accelerated Scenario Planning, Timelining & Future Mapping

Personal Futuring for

Public Speaking, In-Company Briefings, Seminars and Workshops

Identification of Opportunities for Innovation and Strategic InvestmentStrategy Creation &

Development of Implementation Roadmaps

Design & Facilitation of Innovation, Incubation & Venturing Programmes

Expert Consultations & Futures Think Tanks

Personal Futuring for Leaders and Leadership Teams

Example Projects• Public and private client research e.g. :

– Convention 2020 – the Future of Business Events

– Future Convention Cities Initiative – Maximising LongTerm Economic Impact of Events

– One Step Beyond – Future trends and challenges for the events industry

– Hotels 2020: Beyond Segmentation – Future Hotel Strategies

– The Future of Travel and Tourism in the Middle East – a Vision to 2020

– Future of Travel and Tourism Investment in Saudi Arabia

– Aviation and Airports e.g. Aviation 2030

– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030

– Scenarios for the global economy for 2030 and the implications for migration

– Designing Your Future (Published August 2008) – book written for the American Society

of Association Executives & The Center for Association Leadership

– Global Economies – e.g. The Future of China – the Path to 2020

– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers

– Winning in India and China

• Strategic advice to industry players

• Confidential advisory and coaching services to CEOs and top teams

• Public speaking at public conferences and in-company events

• Future thinking workshops and retreats

Example Clients