AIPC
A convention centre is not just a venue
SVEN BOSSU, CEO OF THE INTERNATIONAL ASSOCIATION OF CONVENTION CENTRES( AIPC), LISTS FIVE KEY DOMAINS WHERE THEY ARE STRATEGICALLY IMPORTANT FOR THE DEVELOPMENT AND INNOVATION OF CITIES
A t a recent event at the
Strasbourg Convention Centre( now celebrating its 50th anniversary), a discussion was organised on the future of convention centres. It became clear very quickly that the role of convention centres goes way beyond being“ just” a venue. At the same time, it became equally clear that a lot of stakeholders are not aware of the strategic role of convention centres. So here’ s a summary:
Convention centres are of strategic importance for the development, innovation and inclusivity of a city on five key domains. First of all, they function as a driver for the local economy. However, it is important that the economic impact is not limited to short-term seasonal impact( hotel nights coupled to a set of events), but that there is a year-round impact and also that there is a long term economic impact.
The latter can be achieved by positioning the convention centre as a knowledge hub where industries and entrepreneurs meet. Strasbourg has a thriving start-up community, active in all kinds of industries, including the event industry. There it is important to integrate that ecosystem into the organisation of events and use them as platforms to stimulate collaborations and – why not – signing of contracts.
Thirdly, convention centres can lead the way when it comes to making a city more sustainable. There is an increasing demand from organisers for making events eco-friendly, and convention centres are finding that the return on investments for doing so is very positive, even in the short term.
The business case for installing LED-lighting is now less than six months. Given the exploding cost of food, reducing food waste as much as possible makes a lot of financial sense also. But it could go a lot further.
The sustainable energy plan of the Scottish Event Campus will not only make the convention centre carbon neutral, but will also allow to provide surrounding neighbourhoods with green energy. But sustainability goes beyond the ecological domain. It’ s also about making the convention a place where the local community can meet, for example by hosting local markets.
Above: Sven Bossu Below: Strasbourg
Convention Centre
Which brings me to a fourth domain: city development. Cases like ICC Sydney, Cape Town Convention Center or the Sava Center in Belgrade all demonstrate the tremendous impact convention centres have on the regeneration of( parts of) a city. The entire neighbourhood around the Melbourne Convention and Exhibition Centre is filled with restaurants, hotel, shops, apartments, etc., making it a very lively and pleasant area to be in – independent of whether something is happening in the centre itself.
And finally there is the domain of technology. Once again driven by client demand, convention centres are becoming high tech places, allowing for the digitalisation required by organisers and delegates. Once again, this could be pushed beyond the centres by integrating the different platforms available( from hotels to public transport) and become a truly Smart City, which would be of benefit to both the local community and the participants of the events the destination hosts.
So, convention centres are not venues. They are the strategic catalyst for driving innovation of a city. n
ISSUE 139 / CONFERENCE & MEETINGS WORLD / 13