CHICAGO — Selecting a location is likely one of the most essential choices an occasion organizer should make. From geopolitical developments to offsite expertise alternatives to local weather change, there are various components that one should take into account.
Christine Flanagan, Chief Operations Officer at Informa Markets, is a seasoned occasion skilled with greater than 15 years of management expertise, which incorporates roles at Freeman and RX.
Commerce Present Govt spoke with Flanagan to get her recommendation on choosing the right location for a enterprise occasion.
Christine Flanagan, Chief Operations Officer at Informa Markets
ANDREW: How can an occasion’s location influence its success?
CHRISTINE: The situation of an occasion can really make or break its success. An important vacation spot boosts attendee participation, fosters exhibitor satisfaction and creates an unforgettable expertise.
Having robust location companions is extremely essential. By working intently with the venue, the conference and guests bureau (CVB) or the vacation spot advertising and marketing group, you’ll be able to really embrace the vacation spot.
Their help can considerably improve the attendee expertise, making certain everybody has an exquisite time. A well-chosen spot permits better accessibility, reduces journey prices and ensures everybody feels secure and welcome.
ANDREW: What components go into selecting an occasion’s location?
CHRISTINE: When choosing the placement for an occasion, we rigorously consider a number of key components — from figuring out areas with a robust focus of potential attendees to gathering direct attendee suggestions, analyzing market tendencies and making certain we are able to ship an distinctive buyer expertise.
As soon as we’ve gathered these insights, the enjoyable begins! We search for a venue that gives the precise steadiness of exhibit area, assembly rooms and areas for activations and networking — all whereas ensuring there’s a big selection of close by lodge choices with affordable charges to maintain journey inexpensive.
Security is a prime precedence and we at all times take into account accessibility, with handy flight choices and a fast, straightforward journey from the airport at any time when doable.
ANDREW: In your view, is it extra essential to think about a location’s attributes, or relevance to your goal attendees, when selecting one?
CHRISTINE: A location’s attributes and attendee relevance are each essential, however the latter usually takes precedence. We have to know what our attendees worth – whether or not it’s quick access, security, sustainability or top-notch facilities. Once we align the occasion with the shopper wants and expectations, it drives larger attendance and satisfaction, benefiting each the present organizer and the vacation spot.
ANDREW: Are there Informa occasions for which you’ll be able to share how the placement was chosen, and the way it benefited them?
CHRISTINE: At Informa, we get to work with wonderful occasion places throughout the U.S. and internationally. For every occasion, we select places based mostly on attendee accessibility, market demand, web promoter rating, venue capabilities and value effectivity. A robust partnership with the vacation spot, together with conference facilities, CVBs and native business leaders, is vital to our success.
For instance, MAGIC Las Vegas and Coterie New York are held in or close to vogue business capitals, making certain proximity to key manufacturers, patrons and showrooms. The New York occasion leverages town’s standing as a world vogue hub, whereas Las Vegas gives entry to the West Coast and the budding vogue business. By aligning occasion objectives with location strengths, Informa ensures most viewers engagement, business influence and monetary success.
ANDREW: Have you ever realized any location-decision classes the exhausting means? If that’s the case, might you clarify your studying experiences?
CHRISTINE: Oh, completely! I feel that understanding the core want and worth proposition for the occasion helps alleviate the danger of selecting the flawed location.
For instance, if we select a vacation spot with out correct airlift for an occasion attracting guests from throughout the U.S. and internationally, we’ve created a troublesome buyer journey with the possible final result of making a regional occasion somewhat than a scalable one. Each determination must be made with the shopper expertise in thoughts.
ANDREW: What areas of the world would you say are the preferred for commerce reveals at the moment, and why?
CHRISTINE: Individuals love face-to-face occasions and being in a location with like-minded people. We really feel honored to be the catalyst that brings them collectively. If we have a look at business knowledge, we see robust efficiency within the U.S., Germany, Spain, China, France and throughout the Center East and Asia. These places have well-developed infrastructure, are strategically positioned for vacationers, have robust economies and supply cultural and vacationer points of interest.
ANDREW: What recommendation would you give to a present organizer concerning the areas you provided within the earlier query?
CHRISTINE: It is very important give attention to cities with robust airlift, ample exhibit area and aggressive lodge charges. For summits, it’s essential to create an intimate expertise with a excessive stage of worth and simple transport to the venue. Steadily, we see our attendees prioritize “bleisure” enterprise and leisure actions when planning their occasion calendars. Attendees could lengthen their keep to discover a brand new metropolis or vacation spot. Whatever the occasion, it is very important collaborate with native CVBs, who can present precious insights and help, serving to to create experiences that improve the draw of your occasion and the vacation spot.
ANDREW: Are there any places that you’d suggest avoiding?
CHRISTINE: Whereas particular suggestions range based mostly on the occasion’s nature, it’s usually advisable to keep away from places with excessive crime charges, poor accessibility or insufficient infrastructure.
ANDREW: Do you see local weather change influencing how places are chosen for occasions?
CHRISTINE: Sure, local weather change is influencing location choices for occasions. Elements just like the sustainability practices of venues, and the general environmental influence of the occasion, have gotten extra crucial concerns. Organizers are prioritizing places that supply resilience in opposition to climate-related disruptions and help sustainable occasion practices.
This shift is especially essential to youthful generations. Gen Z and Millennials are recognized for his or her robust dedication to sustainability.
Analysis reveals that three-quarters of Gen Z shoppers state that sustainability is extra essential to them than model names. Equally, 75% of Millennials are eco-conscious to the purpose of prioritizing sustainable practices of their buying choices. These generations are driving the demand for extra sustainable occasion practices, influencing organizers to decide on places that align with these values.
ANDREW: Is there some other recommendation that you just want to present?
CHRISTINE: Embrace innovation and keep attuned to evolving attendee wants. Ask your attendees questions and they’re going to assist information your vacation spot choices.
Leveraging knowledge and insights from business studies can assist you make knowledgeable choices and adapt to altering market dynamics. Moreover, fostering robust relationships with native companions and constantly in search of suggestions from attendees and exhibitors can drive steady enchancment and success to your occasions.
Commerce Information
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