Creating destinations around venues
Some venues are born as visitor destinations by offering onsite entertainment , bars , restaurants and accommodation . Some established venues can become destinations through investment and development . At the EN Roundtable-sponsored by Olympia London – and hosted in its stunning Grade II-listed Pillar Hall ; organisers , venues and investors discussed whether creating destinations could help exhibitions
Olympia London has been arguably the capital ’ s most iconic venue for more than 135 years . Work is now well underway to create a visitor destination for culture , creativity and entertainment around the original Victorian exhibition hall .
Due to open in 2024 , the redeveloped site will include a host of facilities to keep exhibitors and visitors entertained well beyond 4pm . A theatre , arena , two hotels , outdoor terraces and a lush , green thoroughfare will make the venue accessible to all .
Architect Trevor Morriss , founder of
SPAARC Studio , who has brought the vision to life , explained how they have sympathetically respected the beautiful historic features whilst creating a destination fit for the future and designed to keep exhibition audiences engaged .
Benefits The assembled EN Roundtable debated whether destinations would help or hinder exhibition audiences .
Olympia London commercial director Anna Golden said : “ How do you extend the visitor experience without distracting visitors ? That ’ s the goal .”
The question for the trade and consumer show organisers present was whether the facilities on offer would lure visitors out of the exhibition halls – combined with the question of whether it mattered if their guests made their deals over lunch in one of the onsite restaurants rather than on a stand within the show itself .
Tom Lynch , ASM Global ’ s group commercial director and senior vice president for Europe said all event organisers were competing with shorter attention spans .
40 — June