July 2016
Partnerships
Getting through to associations
Tony Brinsden,
account manager
at London’s QEII
Centre, offers some
insights on working
with associations
on dates and
numbers
Bright lights, big city. London is an attraction, but book early to secure your rooms
The QEII Centre in Westminster
works with a number of
associations. It is essential to work
in partnership and to take the
time to understand what they are
trying to achieve.
While associations are experts
in their field, when it comes to
events, we have the expertise and
knowledge to help turn their ideas
into reality. If they want streams
or breakouts, we can advise them
on how to make that work.
Some associations have never
heard of Professional Conference
Organisers (PCOs) and what
they do, but we can provide
advice and guidance from a
neutral perspective on what
services PCOs can provide and
recommend companies.
In the past we have even
provided facilities for the PCOs
to come and pitch to
the associations.
Working in partnership
ensures everyone is on the
same page and working to
ensure event objectives are met.
Generally, the biggest
challenges when working with
associations are the long lead
times and how plans can change.
The programme is often set
very late on and changes may
need to be made to rooms or
extra spaces (or even whole
days) added to the event as
the date looms. This can prove
challenging, particularly if
other events are taking place at
the same time in the building.
Associations can be forecasting
as far as five years ahead when
planning their events. As a result,
venues need to be as flexible as
they can be. Ultimately the initial
plans are never more than an
CN-06-16-AEM.indd 5
educated guess until much nearer
the event. This makes it crucial
to keep lines of communications
open and to catch up regularly so
that any changes can be flagged
and dealt with as soon as possible.
As a non-hotel venue, sourcing
rooms in advance can also be
a challenge. We work closely
with local hotel partners who
understand the importance
of flexibility for international
congresses and securing rooms
ahead of time in the initial
bidding process.
The QEII Centre has 4,000
bedrooms within a 10-minute
walking distance. London, of
course, is a tourist hotspot and
international events such as
Wimbledon can place a strain on
bedroom stock. We make clients
aware of these key dates but it can
still be a factor.
5
Looking ahead to:
IFSO 2017
The British Obesity and
Metabolic Surgery Society
(BOMSS) will host IFSO 2017
(International Federation for
the Surgery of Obesity) at the
QEII Centre next year. The
global congress should see
2,000 delegates attend from 29
August to 2 September 2017.
The event is being cohosted also at Central Hall
Westminster, with The QEII
hosting the exhibition and
breakout sessions, while
Central Hall hosts the plenary.
An international bid for
the event was won back
in February 2012 and a
partnership approach helped
nurture the relationship from
the start.
The contract was signed
in 2013 and the venue team
kept in close contact with
the association from the
initial enquiry and site visit,
to supporting committee
meetings and, now, the lead up
to the event. From the venue
side this relationship has meant
understanding association
internal processes and the
need for flexibility.
For this event the biggest
challenge was convincing the
client that a campus approach
with Central Hall could work
and that two venue partners
could work seamlessly together
to deliver the event.
Ultimately the deciding factor
was location. IFSO 2017 is an
international event, and wants
its delegates to know and feel
that they are in London, so it
was a benefit that these venues
have so many iconic London
landmarks on their doorstep.
27/06/2016 12:07