White Paper
Venues 2.0 - a new era
FLORENT JARRY SAYS THE EVOLVING REQUIREMENTS OF ORGANISERS AND PARTICIPANTS, AND INTENSIFIED
COMPETITION BETWEEN VENUES, ALL DEMAND CLOSER ATTENTION IN 2020 AND BEYOND
lready, the more
forward-looking operators
realise that the continuation
of the ‘shoebox’ venue setting,
and pure space-rental business models are
no longer enough for sustained success.
AMR International has developed the
‘Venues 2.0’ model designed to help
operators. It sets out a framework for how
to deliver better outcomes. First, let’s
examine some trends with excerpts from
AMR’s recent Venues 2.0 White Paper:
Organiser-side trends
Organisers are certainly shifting their view
of how to be successful.
a) Greater focus on participant success
Both exhibitors and visitors are expecting
more quantifiable benefits from their
participation at events. Progressive
organisers are focused on improving
participant ROI (Return On Investment)
and ROT (Return On Time) and are
investing in improving and tracking
participant interactions.
Venues that provide versatile spaces and
appropriate technology/connectivity
support will strengthen relationships with
their customers.
b) Gaining customer insights throughout the
participant journey
In parallel, organisers are looking to better
understand the participant journey, both
online and on site, to make it more efficient.
On site delegate tracking and behaviour
monitoring is in its infancy; innovative
organisers and venues are trialling tools,
but the winning model has yet to emerge.
Venues can create competitive advantage
by working hand-in-hand with organisers
to find the right solution.
c) Hybridisation and festivalisation
Events are increasingly becoming hybrids
as organisers strive to provide business,
networking, learning and entertainment
opportunities simultaneously to their
Below left:
Florent Jarry,
Head of
Safety and security compliance is becoming
tighter. The trick for venues is to design
systems that enhance safety and security
while preserving the fluidity of participant
flows and a welcoming atmosphere.
e) Integration in the local community
The need to generate more regular
revenues is leading progressive venues to
mesh more closely with the local
community. Birmingham’s NEC, for
example, has transformed itself into a
destination resort.
For a copy of the Venues 2.0
White Paper by AMR International visit:
www.amrinternational.com/venues2.0
Global
Events
Practice
at strategy
consultancy
AMR
International
participants. Venues that can provide the
modularity and versatility to accommodate
multiple requirements will be best placed to
attract new forms of ‘expongresstival’.
d) Plug-and-play digital infrastructure
New organisers look for venues with
‘smart’ digital infrastructure into which
they can plug. Offline and online elements
blend and the on site experience is at the
heart of a digitally enhanced model.
Taking a Venues 2.0 approach
AMR defines the attributes that operators
need to develop in order to be successful in
its ‘Venues 2.0 framework’, which contains:
a) Foundational elements – the basics for venue
operation
• Focus on customer success and a seamless
customer journey
• Modularity of MICE spaces
• Advanced digital infrastructure
• Safety/security infrastructure (physical
and cyber)
• Self-contained hospitality facilities
• Sustainability
b) Advanced elements – for venues seeking to
differentiate
• Unconventional MICE spaces
• Smart building: process automation and
intelligent infrastructure
• Plug-and-play technology platforms for
organisers
• Iconic architectural features.
Participant-side trends
New generations of exhibitors and sponsors
have higher expectations of venue
infrastructure, whether it is Wi-Fi or 4G
(tomorrow 5G) coverage, catering, chill-out
areas, or hygiene of the washrooms.
Venues that provide a broader positive
experience (from station or carpark to show
floor) through engaging spaces will
strengthen their overall attractiveness.
Venue operator-side trends
Changes in dynamics forcing operators to
reconsider their environment include:
a) Intensified competition
Competition is getting more intense and
numerous venues are under construction,
especially in developing markets.
b) Challengers are taking share
Alternative venues have become more
attractive, especially those that can support
the experiential aspect of events. For
instance, fashion shows hosted in Berlin’s
old railway station and major tech events
are using an entire city as their playground.
c) The sustainable venue
Sustainability is attracting more attention.
Carbon-neutral venues, with intelligent
energy and water management
infrastructure are becoming the norm.
d) Safety and security concerns
ISSUE 104
/
CONFERENCE & MEETINGS WORLD
/
61