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Future Strategies
for Venues
Imex Las Vegas
October 12th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com
Contents
Presentation p 3
About Fast Future p 49
Image Sources p 58
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Outside-in focus
• Multiple outputs Nov 2009 – December 2011
Convention 2020
Growth is not Guaranteed…
The Market is Very Competitive...
…Thinking is Back in Fashion
Demographic Destinies 2 billion more people in 40 years –
Demographics is Driving Economics
1998
448 691
729
5231
4157
739
1030
344
585
Source : United Nations 2010 2050
Generational Diversity
Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of
living to 100.
Aubrey de Grey suggests
we could live to 500 or 1000
What are the implications
for venues and event
design?
What kind of opportunities
will be created?
Business Model / ROI Innovation
Free or Fantastic
What I Want – When I Want
Barriers to Effectiveness
697 respondents (03/10) No. of Respondents
What do you consider are the biggest problems today that stop
conferences and exhibitions from being fully effective?
Factors influencing the decision
to attend in 2020 (03/10)
% of Respondents
Imagine your life in 2020, what are the factors that would encourage you
to attend live events such as conferences and exhibitions?
Less but Bigger? By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
49% 1085 respondents
More, Smaller and Specialized? By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
1090 respondents
79%
Business Model / ROI Innovation
Free or Fantastic
Event Design Priorities 2011
Increase
networking
opportunities
Extend use of
social media
around an event
Retain existing
sponsors and
exhibitors
Demonstrate
event benefits to
potential
delegates
Association Event Priorities 2011
Differentiate
events in the
face of increased
competition
Identify benefits /
proof of value for
sponsors and
exhibitors
Stronger focus
on
personalization
and maximizing
individual
learning
Greater focus
on capturing
the knowledge
generated at
an event
Increased
emphasis on the
overall ‘meeting
architecture’ to
ensure delivery
against objectives
Event Management Strategies
2015
Presentations
streamed live to
the web
Alternative Event Business
Models 2015
All sessions
available on a
pay per view
basis after the
event
Sponsorship
based on level of
interest or actual
business
generated
Event Agency Priorities 2011
Attract new
customers
Maintain the
existing customer
base
Maximize
delegate
satisfaction
Event Agency Strategies 2015
Develop solutions
which help clients
capture and re-use
the knowledge
generated at events
Look more like
management
consultancies –
providing a range of
additional consulting
and research services
Focus on
developing a deep
understanding of
client business
strategies and
priorities
Venue 2020 Survey
Which Region are you Based in?
Venue 2020
Top 5 Country of Residence
Venue Strategy, Management and Ownership
The highest strategic priorities for venues in the next three years are to:
Differentiate themselves in
the face of increased
competition
Identify new markets e.g.
emerging industry sectors,
professions and
associations
Create a more flexible set
of service offerings in
response to customer
demands
Venue Strategy, Management and Ownership
The highest strategic priorities for venues by 2020 will be to
Create a more flexible set
of service offerings in
response to customer
demands
Differentiate themselves in
the face of increased
competition
Identify new markets e.g.
emerging industry sectors,
professions and
associations
Venue Operations and Facilities
The highest strategic priorities for venues in the next three years are to
Keep up with meeting
technologies and identify
those that will add value
for customers
Retain and recruit the right
talent Create lower cost
operating and purchasing
models
Venue Operations and Facilities
The highest strategic priorities for venues by 2020 will be to
Keep up with meeting
technologies and identify
those that will add value
for customers
Retain and recruit the right
talent
Increase the flexibility of
how venue space can be
configured
Market Strategies Over the next decade, which of the following service and market facing strategies
do you expect Venues to adopt as they seek to compete in a more intense global
environment?
Adopt environmental best
practices as an expected
standard rather than as a
source of competitive
advantage
Seek to differentiate
themselves on service and
customer experience
Enter into international
alliances with other
independent venues to bid
for multi-year convention
contracts from
associations and other
event owners
Finance
What financial strategies do you expect to see venues adopt by 2020?
Focus on developing
ancillary revenue streams
Provide incentives to
encourage repeat bookings
Offer greater financial
support to attract incoming
events
What are the key drivers that will have
the greatest influence on the design of
new venues in the next decade?
Flexibility in use of
meeting rooms
Supporting a wide range
of possible future
technology solutions
Flexibility in use of
concourses / foyers /
public spaces
Which of the following Technology
Strategies do you expect venues to
adopt in the coming decade?
Marketing – offer 3D visuals,
virtual world showcases and
online venue ‘walkthroughs’
to showcase what is on offer
Connectivity - offer free Wi-Fi
to delegates and exhibitors
Event Intelligence – Adopt
smart tagging (e.g. RFID) of
trade show booths,
delegates and meeting
rooms to enable production
of accurate information on
visitor behaviour
Which of the following revenue earning
activities do you expect to see venues
adopt over the next decade?
Carry advertising in public
areas targeted at the
demographic attending
each event
Host live entertainment
such as concerts and
theatre performances
Create their own or 'joint
ventured' consumer
focused events such as
food and wine fairs,
seasonal retail events and
local craft fairs
What do you think will be the key long
term differentiators of successful venues
over the next decade?
Flexibility in use of the
facility
Staff, quality attitude and
capability
Ability to help event owners
generate additional
revenue streams
Over the next decade, publicly funded centres will be expected to play a
far greater role in supporting the local community – for example providing
low or no cost facilities for activities such as local art exhibitions,
community meetings and social functions
178 Respondents
19
56
24
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
Over the next decade, venues will increasingly be expected to
offer more in-depth and comprehensive event design advice
and will seek to use this as a competitive differentiator
180 Respondents
26
57
15
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
As client budget pressures increase, venues will increasingly
be expected to offer direct financial support or underwriting
to attract the largest events
180 Respondents
19
56
24
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
As the boundaries (start and end points) of events start to blur and event
owners seek to increase participant engagement before and after the
event, venues will increasingly need to provide solutions that support
such social media engagement
181 Respondents
31
57
12
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
Over the next decade, in the face of intense competition,
there will be growing pressure to provide the core facility for
free and cover the costs through other revenue streams
179 Respondents
11
50
37
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
Collaborative Design - LIFT
Collaborative Events – Gastro
PCMA Learning Lounge
Silent Conference – Globe Forum
Trade Show Innovation
• Routes / Network
• Health Industry
Distributors
• United Food
Processors
Food Inspiration
Reinventing the Trade Show
http://www.borev.net/imf.jpg
Adelaide
Venue Owned Experiences
Image source: Adelaide Convention Centre
Venue 2020 - Conclusions
• Demand will hold up
• Innovation required in
formats, business models,
capability and technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Next Steps from Now to Dec 2011
• Venue Strategies
• Destination
Strategies
• Technology
Timeline
• Association Events
• Corporate Events
Next Steps – How Can You Get
Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see …
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com
About Fast Future
Fast Future –
Travel and Meetings Industry
Services • Live Events - Speeches, briefings and workshops for executive
management and boards of hotels, airlines, airports, venues,
CVB’s and associations
• Future Insights - Customised research on emerging trends,
future scenarios, technologies and new markets
• Immersion - ‘Deep dives’ on future trends, market
developments, emerging issues and technology advances
• Strategy - Development of strategies and business plans
• Innovation - Creation of business models and innovation plans
• Engagement - Consultancy and workshop facilitation
Fast Future • Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel, Orange,
O2, Siemens, Samsung, GSK, SAPE&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria, Singapore,
UK, US
– Convention Bureaus – Seoul, Sydney, London, San
Francisco, Toronto, Abu Dhabi, Durban, Athens,
Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– PCO’s - Congrex, Kenes
– Airports - Aeroports de Paris / Schiphol Group
Hotels 2020 – Objectives
• Identify key drivers of change
for the globally branded hotel
sector over the next decade
• Examine the implications for:
Hotel strategy
Brand portfolio
Business models
Customer targeting
Innovation
Rohit Talwar • Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com
Designing Your Future Key Trends, Challenges and Choices
Our Services Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Accelerated Scenario
Planning, Timelining &
Future Mapping
Identification of
Opportunities for
Innovation and Strategic
Investment Strategy Creation &
Development of
Implementation
Roadmaps
Design & Facilitation of
Innovation, Incubation
& Venturing
Programmes
Expert Consultations &
Futures Think Tanks
Personal Futuring for
Leaders and Leadership
Teams
Public Speaking, In-
Company Briefings,
Seminars and
Workshops
Example Projects • Public and private client research e.g. :
– Development of Market Scenarios, emerging trends and strategies for key clients
– Government and OECD Scenario Projects – e.g. Migration 2030, Future of Narcotics,
Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society of
Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
– The Future of Human Resources
– Exploiting the Future Potential of Social Media in UK Small to Medium Enterprises
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
Example Clients
Image Sources
Image Sources p.1 Page
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20. Left to Right
1. http://images8.cpcache.com/product/religion+-+beliefs-recycling+symbol-
recycling+knowledge/414904558v3_225x225_Front.jpg
2. http://sairamenterprise.com/images/Management_consultancy.jpg
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21. Left to Right
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2. http://www.berlin-airport.de/images/Presse/Fluggesellschaften/SXFLowCost_pop.jpg
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22. Left to Right
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2. http://www.reservations.gr/hotelimages/2081/25_conference-room.jpg
3.
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23. Left to Right
1. http://www.wcafamily.com/meeting/wca2009/info/eng/images/guide/image021.jpg
2. http://images.businessweek.com/ss/06/01/big_outsourcers/image/intro.gif
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30. Left to Right
1. http://ak2.static.dailymotion.com/static/user/858/009/4900858:avatar_large.jpg?20100806174220
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