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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 24/10/11

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Convention 2020 by Rohit Talwar #icca11 MONDAY 24/10/11

  1. 1. The Future of Corporate and Association Events + Venue and Destination Strategies ICCA Congress Leipzig October 24th 2011 Rohit Talwar CEO – Fast Future
  2. 2. Convention 2020• 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
  3. 3. Organisations Need to Work on 3 Horizons in Parallel1-12 Months 1-3 Years 3-10 YearsOperational Drive for CreatingExcellence Growth the Future
  4. 4. The World in 2020
  5. 5. Less but Bigger? By 2020, compared to today, I expect there to be fewer but larger conferences and exhibitions covering wide topics, industrysectors, or "communities of interest" - with less choice of which events to attend, but much more choice within the events themselves. 49% 1085 respondents
  6. 6. More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of manymore smaller, highly specialized conferences, exhibitions and meetings - there will be much more competition from events wanting me to attend. 79% 1090 respondents
  7. 7. The Future of Corporate andAssociation Events - Survey FocusDesign Delegate Learning andDrivers Experience Knowledge
  8. 8. Integration of all Activity Around a few Central Event Themes? 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  9. 9. Key Delegate Expectations Rising participant expectations – learning, experience, faciliti es and comfort Pressure to deliver tangible ROI, immediate results and take aways Strong integration of social media and inter-linking with external audiences
  10. 10. Event Owner Strategic Priorities (1-3 Years) Cost reduction Clear measurement of ROIShortened planning and execution cycles Greater use of Hybrid /Virtual
  11. 11. Expected Business Event InnovationsUse of events to build Extensive value-adding Co-location of eventsextended communities pre-event engagement with attendees
  12. 12. Key Design Features - Corporate Events “Relationship building" with Change Behaviour / Culture external participants Accelerated learning / Complex Problems Serve multiple roles
  13. 13. Trends in Association Event Strategies Partnering w/ online communities Merger of events Greater selectivity on events Use events to capture innovation
  14. 14. Planning/Managing Associations Events Focus on developing new pricing models and revenue streams Revamping of trade shows to become solution fairs and learning zones Better profiling and targeting of attendees e.g. addressing demographic blind spots
  15. 15. Associations to Encourage / SupportCreation of Sub-Events by Members 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  16. 16. Large Association Events Will Seek To Become Key "Industry Happenings” 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  17. 17. Associations will Look to Broaden their Portfolio by Partnering with Suppliers 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  18. 18. Cost Control StrategiesClosing unprofitable meetings Running shorter events Merging of events Choosing cheaper host destinations
  19. 19. Associations - Revenue Generation Packaging and resale of wider Video capturing content for event content resale Demanding greater financial Events designed to create support from host cities/venues resalable content
  20. 20. Event Design and Delivery - Key FactorsClear link between event design and goals Support for social media activityFormats encourage open/deep dialogue More experimentation with hybrid/virtual
  21. 21. Future Delegate Experience – Key FeaturesGenuine dialogue between Personalization - wider Participant rich - formats to speakers and delegates choice of topics and support and encourage session formats participation and social learning during conference sessions
  22. 22. Roles of Social Media Improve event Increase delegate engagement marketing, targeting and before, during and after the event communicationsEnable instant feedback on sessions Online co-creation of events
  23. 23. Social Media use will Rise Rapidly then Decline in Favour of Full Engagement 60% 50% 40% 30% 20% 10% 0% Strongly Agree Disagree Strongly Agree Disagree
  24. 24. Key Technology Developments Affordable or free Wi-Fi Use of mobile ‘apps’ for networkingOnline conference communities Telepresence links to remote audiences
  25. 25. The Smart Phone / Tablet and itsSuccessors will Become the Main Interaction Point at Events 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree
  26. 26. Maximizing Knowledge Exchange, Creation and CaptureKnowledge portals to capture Use of events to create new content generated knowledge networksDetailed briefing of speakers Tools to access to (un)structured data
  27. 27. Venue Strategy, Management and Ownership The highest strategic priorities for venues by 2020 will be toCreate a more flexible set Differentiate themselves in Identify new markets e.g. of service offerings in the face of increased emerging industry response to customer competition sectors, professions and demands associations
  28. 28. Venue Operations and Facilities The highest strategic priorities for venues by 2020 will be to Keep up with meeting Increase the flexibility of Retain and recruit the righttechnologies and identify how venue space can be talent those that will add value configured for customers
  29. 29. Market StrategiesOver the next decade, which of the following service and market facing strategiesdo you expect Venues to adopt as they seek to compete in a more intense globalenvironment? Adopt environmental best Enter into international Seek to differentiate practices as an expected alliances with other themselves on service and standard rather than as a independent venues to bid customer experience source of competitive for multi-year convention advantage contracts from associations and other event owners
  30. 30. 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 60 57 50 40 30 26 20 15 10 2 0 180 Respondents Strongly agree Agree Disagree Strongly disagree
  31. 31. Finance What financial strategies do you expect to see venues adopt by 2020? Focus on developing Provide incentives to Offer greater financialancillary revenue streams encourage repeat bookings support to attract incoming events
  32. 32. Which of the following revenue earningactivities do you expect to see venues adopt over the next decade?Carry advertising in public Host live entertainment Create their own or joint areas targeted at the such as concerts and ventured consumer demographic attending theatre performances focused events such as each event food and wine fairs, seasonal retail events and local craft fairs
  33. 33. Over the next decade, publicly funded centres will be expected to play afar 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 60 56 50 40 30 24 19 20 10 2 0 178 Respondents Strongly agree Agree Disagree Strongly disagree
  34. 34. Business Model / ROI Innovation Free or Fantastic
  35. 35. As client budget pressures increase, venues will increasinglybe expected to offer direct financial support or underwriting to attract the largest events 60 56 50 40 30 24 19 20 10 1 180 Respondents 0 Strongly agree Agree Disagree Strongly disagree
  36. 36. Over the next decade, in the face of intensecompetition, there will be growing pressure to provide the core facility for free and cover the costs through other revenue streams 60 50 50 40 37 30 20 11 10 2 0 Strongly agree Agree Disagree Strongly 179 Respondents disagree
  37. 37. What are the key drivers that will havethe greatest influence on the design of new venues in the next decade? Flexibility in use of Supporting a wide range Flexibility in use of meeting rooms of possible future concourses / foyers / technology solutions public spaces
  38. 38. What do you think will be the key longterm differentiators of successful venues over the next decade? Flexibility in use of the Staff, quality attitude and Ability to help event owners facility capability generate additional revenue streams
  39. 39. Which of the following Technology Strategies do you expect venues to adopt in the coming decade?Connectivity - offer free Wi-Fi Marketing – offer 3D Event Intelligence – Adopt to delegates and exhibitors visuals, virtual world smart tagging (e.g. RFID) of showcases and online venue trade show ‘walkthroughs’ to showcase booths, delegates and what is on offer meeting rooms to enable production of accurate information on visitor
  40. 40. 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 60 57 50 40 31 30 20 12 10 1 0 181 Respondents Strongly agree Agree Disagree Strongly disagree
  41. 41. Destination Priorities 2011 Find Use web /social Prioritise key differentiators in media more to events, industrie the face of promote the s and intense destination associations to competition targetImage sources: / /
  42. 42. Destination Strategies 2015 Show ROI for Show longer More event term contribution extensive owners/delegates to economic data mining developmentImage sources: / /
  43. 43. The Opportunity • Conventions and Trade Shows are a multi-billion industry • Major contributor to knowledge exchange and business creation • But…Image sources: /
  44. 44. To win we Must Focus ‘Beyond Tourism’Image source:
  45. 45. ICCA Rankings - Subject AreasThe opportunity is to maximize knowledge transfer and value creation in the key industries of the future…
  46. 46. Drive Economic Growth and Job CreationImage source:
  47. 47. Maximizing Knowledge Sharing through Business EventsImage source:
  48. 48. Showcasing Local CapabilityImage sources: /
  49. 49. Nurturing New Ventures and Accelerating Emerging IndustriesImage sources: / /
  50. 50. New Networks, Partnerships and CollaborationsImage source Tallberg Foundation
  51. 51. Korea - Priority Sectors Tourism Convention Services Design Distribution Services Digital Content R & D
  52. 52. DDP: DONGDAEMUN DESIGN PLAZAImage source Seoul Tourism Organization
  55. 55. Link business events to government priorities BESydney Target government Government priority sectors invests in for development BESydney Work with government and Community institutions to secure events benefits Events help develop sectors 57
  56. 56. Priority sectors identified by government fordevelopment • 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 58
  57. 57. 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. 59
  58. 58. Citywide Alignment - LondonBusiness 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
  59. 59. Leveraging Sporting Legacy 2015 2016* 2017 2018 • Rugby World Cup • NFL Super Bowl • World Athletics • FIFA World Cup • Women’s Football • World Hockey Champs • Youth Olympic Games World Cup Champions Trophy • Solheim Cup (Ladies’ • FIBA World Basketball • Amateur Boxing • European Athletics Golf) Champs World Champs Champs • Hockey Euronations • FINA Water Polo • World Masters • Table Tennis World • IPC World Swimming World Cup Athletics Champs Cup Champs (25m; • Track Cycling World • World Disabled • LEN European Disability) Cup Badminton Champs Swimming Champs • Track Cycling World • World Team • Track Cycling World Cup Badminton Champs Champs • FINA Diving World Series • IPC European Swimming Champs • European Junior Athletics Champs • European Team *Olympic Year – may Athletics Champs limit event feasibilityImage source: London & Partners
  60. 60. 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 projectsImage source:
  61. 61. 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• TourismImage source:
  62. 62. 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 PlanImage source:
  63. 63. 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:
  64. 64. Conclusions Where are the Opportunities?• Foresight and Insight• Learning• Knowledge Leverage• Value Assessment• Experimentation