Interview
The Convene evolution
RYAN SIMONETTI , CEO AND CO-FOUNDER OF CONVENE , TELLS CMW ABOUT THE EVOLUTION AND ETHOS OF THE FAST-GROWING SPECIALIST MEETINGS SPACE PROVIDER
W hat inspired you to develop the Convene concept ? Convene was founded under the premise , ‘ What if you ran an office building like a luxury hotel ?’ Prior to founding Convene , I worked in real estate investment based in NYC where I financed hotels and office buildings . In 2008 I saw an opportunity to bring those two worlds together in a new and different way . The timing was just right , too , as the US was witnessing the birth of lifestyle as a movement , from the rise of Equinox gyms , to Starbucks , and boutique hotels . Well , why not bring lifestyle experiences to the office while also creating purpose-built meeting and event venues to support the needs of organisations looking for a non-hotel venue to host their most important corporate gatherings ?
We launched Convene in 2009 and over 15 years grew a portfolio of brands and a network of nearly 40 locations across the US and UK .
In the early days , what challenges did you face , and how did they shape the company ’ s current model ? Like most start-ups , the first few years were a challenge as we looked to build a brand and convince clients to switch from using internal conference spaces and hotel ballrooms to Convene . The first location we opened in New York was a former internal conference and event space for a large financial services firm . It was a great way to start , but we were often frustrated with elements of the space that weren ’ t designed with our clients ’ or teams ’ needs in mind . We quickly realised the value of designing and purpose-building our own spaces .
The same was true for our food and beverage programme and technology offerings , which we originally outsourced to third-party vendors . Based on client feedback , we made the decision to bring 100 % of these services in-house and now they are two of our biggest competitive differentiators . Looking back on those early years , my biggest takeaway is the value of
Ryan Simonetti
Left : 75 Rockefeller Plaza , Gallery obsessing over the client experience and evolving your business to meet their needs .
How many venues are currently part of the Convene portfolio ? What is the unifying concept and how do you lever the differences ? The Convene portfolio of brands includes etc . venues and we have a network of nearly 40 locations across the US and UK with more on the way in 2025 . Our venues are purpose-built to accommodate a wide range of meetings – from small team offsites to large corporate conferences to awards galas and more – with the throughline being experiential hospitality at the centre of everything we do .
We segment our brands to help our clients discern which may be the right fit depending on the event type , size , and budget : Convene is ideal for large , highly experiential events with venues often comprising a grand hall and plenty of breakout space , while etc . venues is better suited for valuedriven small meetings and corporate trainings . Regardless of brand , our number-one focus is to be a strategic partner , not just a place , for our clients . And so while the design and extent of service delivery may vary between brands , on-site catering , in-room technology , on-site planning support , and that special Convene hospitality are all consistent across the portfolio .
When scouting for new locations , what specific features do you prioritise in a building or space ? At Convene , we are placemakers and , as an extension , we seek out locations that are – or will be – destinations in their own right . We typically want to be in Class-A assets in core city locations with high ceilings , natural light , architectural character , and generous column spacing . We also love to be in buildings and submarkets that offer a rich history as every location we design tells its own unique story .
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