Rohit Talwar - Convention 2020: Future Strategies for Venues - Imex Las Vegas October 12 2011


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Rohit Talwar - Convention 2020: Future Strategies for Venues - Imex Las Vegas October 12 2011

  1. 1. Future Strategies for Venues Imex Las Vegas October 12th 2011 Rohit Talwar CEO – Fast Future
  2. 2. ContentsPresentation p3About Fast Future p 49Image Sources p 58
  3. 3. 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
  4. 4. Growth is not Guaranteed…
  5. 5. The Market is Very Competitive...
  6. 6. …Thinking is Back in Fashion
  7. 7. Demographic Destinies 2 billion more people in 40 years –Demographics is Driving Economics 448 739 691 5231 344 1998 4157 729 1030 585 2010 2050 Source : United Nations
  8. 8. Generational Diversity Lifespans are IncreasingDeveloped economy ‘under50’s’ have 90% chance ofliving to 100.Aubrey de Grey suggestswe could live to 500 or 1000What are the implicationsfor venues and eventdesign?What kind of opportunitieswill be created?
  9. 9. Business Model / ROI Innovation Free or Fantastic
  10. 10. What I Want – When I Want
  11. 11. Barriers to Effectiveness What do you consider are the biggest problems today that stop conferences and exhibitions from being fully effective?697 respondents (03/10) No. of Respondents
  12. 12. Factors influencing the decision to attend in 2020 (03/10)Imagine your life in 2020, what are the factors that would encourage you to attend live events such as conferences and exhibitions? % of Respondents
  13. 13. 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
  14. 14. 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
  15. 15. Business Model / ROI Innovation Free or Fantastic
  16. 16. Event Design Priorities 2011 Extend use of Increase Retain existing social media networking sponsors andaround an event opportunities exhibitors
  17. 17. Association Event Priorities 2011 Demonstrate Differentiate Identify benefits /event benefits to events in the proof of value for potential face of increased sponsors and delegates competition exhibitors
  18. 18. Event Management Strategies 2015 Greater focus Stronger focus Increased on capturing on emphasis on thethe knowledge personalization overall ‘meeting generated at and maximizing architecture’ to an event individual ensure delivery learning against objectives
  19. 19. Alternative Event Business Models 2015 Presentations All sessions Sponsorshipstreamed live to available on a based on level of the web pay per view interest or actual basis after the business event generated
  20. 20. Event Agency Priorities 2011Attract new Maintain the Maximizecustomers existing customer delegate base satisfaction
  21. 21. Event Agency Strategies 2015 Develop solutions Look more like Focus on which help clients management developing a deepcapture and re-use consultancies – understanding of the knowledge providing a range of client businessgenerated at events additional consulting strategies and and research services priorities
  22. 22. Venue 2020 SurveyWhich Region are you Based in?
  23. 23. Venue 2020Top 5 Country of Residence
  24. 24. Venue Strategy, Management and OwnershipThe highest strategic priorities for venues in the next three years are to:Create a more flexible set Differentiate themselves in Identify new markets e.g. of service offerings in the face of increased emerging industry sectors, response to customer competition professions and demands associations
  25. 25. 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 sectors, response to customer competition professions and demands associations
  26. 26. Venue Operations and FacilitiesThe highest strategic priorities for venues in the next three years are to Keep up with meeting Retain and recruit the right Create lower cost technologies and identify talent operating and purchasing those that will add value models for customers
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. Which of the following Technology Strategies do you expect venues to adopt in the coming decade?Connectivity - offer free Wi-Fi Marketing – offer 3D visuals, Event Intelligence – Adopt to delegates and exhibitors virtual world showcases and smart tagging (e.g. RFID) of online venue ‘walkthroughs’ trade show booths, to showcase what is on offer delegates and meeting rooms to enable production of accurate information on visitor behaviour
  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. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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 60 50 50 40 37 30 20 11 10 2 0 Strongly agree Agree Disagree Strongly 179 Respondents disagree
  39. 39. Collaborative Design - LIFT
  40. 40. Collaborative Events – Gastro
  41. 41. PCMA Learning Lounge
  42. 42. Silent Conference – Globe Forum
  43. 43. Trade Show Innovation• Routes / Network• Health Industry Distributors• United Food Processors
  44. 44. Food InspirationReinventing the Trade Show
  45. 45. Adelaide Venue Owned ExperiencesImage source: Adelaide Convention Centre
  46. 46. Venue 2020 - Conclusions• Demand will hold up• Innovation required in formats, business models, capability and technology• Focus on ‘enabling business’• Personalisation is key• ‘Total sustainability’ agenda
  47. 47. Next Steps from Now to Dec 2011• Venue Strategies• Destination Strategies• Technology Timeline• Association Events• Corporate Events
  48. 48. 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• Suggest Research Topics - tell us what you’d like to see …• Ask about the sponsorship
  49. 49. About Fast Future
  50. 50. Fast Future – Travel and Meetings Industry Services• Live Events - Speeches, briefings and workshops for executive management and boards of hotels, airlines, airports, venues, CVB’s and associations• Future Insights - Customised research on emerging trends, future scenarios, technologies and new markets• Immersion - ‘Deep dives’ on future trends, market developments, emerging issues and technology advances• Strategy - Development of strategies and business plans• Innovation - Creation of business models and innovation plans• Engagement - Consultancy and workshop facilitation
  51. 51. 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, Orange, O2, Siemens, Samsung, GSK, SAPE&Y, KPMG, Amadeus, Sabre, Travelport, Travelex, ING, Santander, 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 – PCO’s - Congrex, Kenes – Airports - Aeroports de Paris / Schiphol Group
  52. 52. Hotels 2020 – Objectives• Identify key drivers of change for the globally branded hotel sector over the next decade• Examine the implications for:  Hotel strategy  Brand portfolio  Business models  Customer targeting  Innovation
  53. 53. 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• 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, 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
  54. 54. Designing Your Future Key Trends, Challenges and Choices• 50 key trends• 100 emerging trends• 10 major patterns of change• Key challenges and choices for 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
  55. 55. Our Services Bespoke research; Identification & Analysis of Future Trends, Drivers & Shocks Public Speaking, In- Company Briefings, Accelerated Scenario Seminars and Planning, Timelining & Workshops Future MappingPersonal Futuring forLeaders and Leadership Expert Consultations &Teams Futures Think Tanks Identification of Design & Facilitation of Opportunities for Innovation, Incubation Innovation and Strategic & Venturing Strategy Creation & Investment Programmes Development of Implementation Roadmaps
  56. 56. Example Projects• Public and private client research e.g. : – Development of Market Scenarios, emerging trends and strategies for key clients – Government and OECD Scenario Projects – e.g. 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 – The Future of Human Resources – Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises – Convention 2020 – the Future of Business Events – Future Convention Cities Initiative – Maximising Long-term 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
  57. 57. Example Clients
  58. 58. Image Sources
  59. 59. Image Sources p.1Page4. Left to Right 1. 2. 3. Left to Right 1. 2. 3. Left to Right 1. 2. 3. Left to Right 1. 2. 3. Left to Right 1. 2. 3.
  60. 60. Image Sources p.219. Left to Right 1. 2. 3. Left to Right 1. recycling+knowledge/414904558v3_225x225_Front.jpg 2. 3. Left to Right 1. 2. 3. Left to Right 1. 2. 3. puter_data_180_144.jpg23. Left to Right 1. 2. 3. Left to Right 1. 2. 3.
  61. 61. Image Sources p.325. Left to Right 1. 2. 3. Left to Right 1. e_festival_adelaide-v1.jpg 2. Left to Right 1. 2. www.innotown.com35. Top to Bottom 1. 2. interior-design-588x440.jpg37. Left to Right 1. 2.