How can we use technology
to our advantage and build
an intuitive support system?

AVOIDING A
IT CAN BE A MEANS TO
STIMULATE CREATIVITY &
INNOVATION
:

…
?
WHAT
WOULD
YOU DO
CITY ECONOMY
REVENUE
NUMBER OF EVENTS
BUDGET
REVENUE PER SQUARE FOOT

PLENTY OF HISTORICAL EXAMPLES:
OF THE 100 BIGGEST COMPANIES 10% FAILED WITHIN 10 YEARS
OF 43 SUCCESS STORIES 33% WERE IN SERIOUS FINANCIAL
TROUBLE 2 YRS LATER
18 SUCCESSFUL COMPANIES 7 NO LONGER GREAT (39%)
(GOOD TO GREAT)
1912:
1982:
1994:

WHAT HAPPENED?
• COMPLACENCY
• BLAME GAME
• DENIAL
• FAILURE TO ADAPT / INNOVATE
• INTERNAL PROCESS CONCERNS

CRM’S CAN
SEEM SCARY:
BUT THEY
DON’T HAVE
TO BE!

GROUP DISCUSSION:
HOW DO YOU USE YOUR CURRENT DATA?
WHAT DO YOU MEASURE?
WHY IS IT IMPORTANT TO MEASURE?
DO YOU USE DATA FOR FORECASTING?

SOURCES OF DATA?
• Market segments
• Lead times
• Historical Data
• Reasons for cancellations
• Conversion Rates
• Cost structure
WHAT TOOLS DID WE CREATE?
• Demand calendar
• Pricing Update
• Revised Forecasting Model
• Profit Calculator
• Client Avatar
WHAT DATA WAS ANALYZED?
• CRM
• Event Licensing System

MEETINGSBANQUETSCONVENTIONS
EVENTS BY WEEK OF THE YEAR (2005-2015 CUMULATIVE)

Event
Revenues Square Footage Estimation Food and Beverage AV
Room Rental (Pre-Tax) 5,000 Room Block Days Delegates 700 Room Number
Room Discount 0 Exhibition Hall 1 Meal Number Small Breakouts 0
F&B 49,000 Telus Rooms 0 Breakfast 0 Large Breakouts 0
A/V 60,000 Macleod Hall 0 Breaks 0 Ex Hall - Full 1
Show Services 0 Macleod E / Pacific 0 Lunch 0
Ex Hall - 1or2
Sections
0
Décor 21,000 Chinook Rooms 0 Dinner 1
Macleod Hall:
2+ Sections
0
Total Revenues 135,000 Glen Rooms 0 Reception 1
Macleod Hall:
1 section
0
CTCC Revenues 47,393 Override Override 49,000 Override 60,000
Expenses Décor
88,200
Show Service
25,000
Square Footage Used 47,047 Using Décor TRUE Room Number
Total Expenses 19,760 Booths 0
Total Profit 27,633 Profit % 58% Posters 0
Dreams Take Flight

HOW DO YOU TRANSITION BASED ON YOUR DATA?

GROUP DISCUSSION:
HOW DO YOU USE YOUR DATA TO STAY
RELEVANT?

AN EVOLUTION IN OUR FOCUS
To encourage
you to bid with
Abu Dhabi

… CHARLES DARWIN

HOW DO YOU UNDERSTAND YOUR CUSTOMER?

HOW DO YOU UNDERSTAND YOUR CUSTOMER?