Presentation on key trends and strategic choices for conference venues delivered to CCE conference Birmingham 21/7/11

1. Venues –
The 2020 Perspective
CCE Annual Conference
Birmingham July 21st 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com

2. Contents
Presentation p3
About Fast Future p 48
Image Sources p 58

3. Convention 2020
• Purpose - Global strategic foresight study to help the meetings industry
look at itself from the outside in and prepare for the decade ahead
• Outputs – Regular themed reports and surveys 09/2009 - 12/2011
• Partners - Sponsored by leaders across the industry

4. Growth is not Guaranteed…

5. The Market is Very Competitive...

6. …Thinking is Back in Fashion

7. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

8. 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?

9. Business Model / ROI Innovation
Free or Fantastic

10. What I Want – When I Want

11. Barriers to Effectiveness
What do you consider are the biggest problems today that stop
conferences and exhibitions from being fully effective?
697 respondents (03/10) No. of Respondents

12. Factors influencing the decision
to attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you
to attend live events such as conferences and exhibitions?
% of Respondents

13. 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

14. 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.
79%
1090 respondents

15. Event Design Priorities 2011
Extend use of Increase Retain existing
social media networking sponsors and
around an event opportunities exhibitors

16. Association Event Priorities 2011
Demonstrate Differentiate Identify benefits /
event benefits to events in the proof of value for
potential face of increased sponsors and
delegates competition exhibitors

17. Event Management Strategies
2015
Greater focus Stronger focus Increased
on capturing on emphasis on the
the knowledge personalization overall ‘meeting
generated at and maximizing architecture’ to
an event individual ensure delivery
learning against objectives

18. Alternative Event Business
Models 2015
Presentations All sessions Sponsorship
streamed live to available on a based on level of
the web pay per view interest or actual
basis after the business
event generated

19. Event Agency Priorities 2011
Attract new Maintain the Maximize
customers existing customer delegate
base satisfaction

20. Event Agency Strategies 2015
Develop solutions Look more like Focus on
which help clients management developing a deep
capture and re-use consultancies – understanding of
the knowledge providing a range of client business
generated at events additional consulting strategies and
and research services priorities

21. Venue 2020 Survey
Which Region are you Based in?

22. Venue 2020
Top 5 Country of Residence

23. Venue Strategy, Management and
Ownership
The highest strategic priorities for venues in the next three years are to:
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations

24. Venue Strategy, Management and
Ownership
The highest strategic priorities for venues by 2020 will be to
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations

25. Venue Operations and Facilities
The highest strategic priorities for venues in the next three years are to
Keep up with meeting Retain and recruit the right Create lower cost
technologies and identify talent operating and purchasing
those that will add value models
for customers

26. Venue Operations and Facilities
The highest strategic priorities for venues by 2020 will be to
Keep up with meeting Increase the flexibility of Retain and recruit the right
technologies and identify how venue space can be talent
those that will add value configured
for customers

27. 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 Enter into international Seek to differentiate
practices as an expected alliances with other themselves on service and
standard rather than as a independent venues to bid customer experience
source of competitive for multi-year convention
advantage contracts from
associations and other
event owners

28. Finance
What financial strategies do you expect to see venues adopt by 2020?
Focus on developing Provide incentives to Offer greater financial
ancillary revenue streams encourage repeat bookings support to attract incoming
events

29. 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 Supporting a wide range Flexibility in use of
meeting rooms of possible future concourses / foyers /
technology solutions public spaces

30. Which of the following Technology
Strategies do you expect venues to
adopt in the coming decade?
Connectivity - offer free Wi-Fi Marketing – offer 3D visuals, Event Intelligence – Adopt
to delegates and exhibitors virtual world showcases and smart tagging (e.g. RFID) of
online venue ‘walkthroughs’ trade show booths,
to showcase what is on offer delegates and meeting
rooms to enable production
of accurate information on
visitor behaviour

31. Which of the following revenue earning
activities do you expect to see venues
adopt over the next decade?
Carry advertising in public Host live entertainment Create their own or 'joint
areas targeted at the such as concerts and ventured' consumer
demographic attending theatre performances focused events such as
each event food and wine fairs,
seasonal retail events and
local craft fairs

32. What do you think will be the key long
term differentiators of successful venues
over the next decade?
Flexibility in use of the Staff, quality attitude and Ability to help event owners
facility capability generate additional
revenue streams

33. 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
60 56
50
40
30
24
19
20
10
2
0
178 Respondents Strongly agree Agree Disagree Strongly disagree

34. 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
60 57
50
40
30 26
20
15
10
2
0
180 Respondents Strongly agree Agree Disagree Strongly disagree

35. As client budget pressures increase, venues will increasingly
be expected to offer direct financial support or underwriting
to attract the largest events
60 56
50
40
30
24
19
20
10
1
180 Respondents 0
Strongly agree Agree Disagree Strongly disagree

36. 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
60 57
50
40
31
30
20
12
10
1
0
181 Respondents Strongly agree Agree Disagree Strongly
disagree

37. 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
60
50
50
40 37
30
20
11
10
2
0
Strongly agree Agree Disagree Strongly
179 Respondents disagree

38. Collaborative Design - LIFT

39. Collaborative Events – Gastro

40. PCMA Learning Lounge

41. Silent Conference – Globe Forum

42. Trade Show Innovation
• Routes / Network
• Health Industry
Distributors
• United Food
Processors

43. Food Inspiration
Reinventing the Trade Show
http://www.borev.net/imf.jpg

44. Adelaide
Venue Owned Experiences
Image source: Adelaide Convention Centre

45. 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

46. Next Steps from Now to Dec 2011
• Venue Strategies
• Destination
Strategies
• Technology
Timeline
• Association Events
• Corporate Events

47. 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

48. About Fast Future
48

49. 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
49

50. 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

51. Future Convention Cities Initiative
• Members - Cities aiming to be global leaders in delivery of business events
• Focus - Maximising long term economic benefit of events
• Core Activities - Research, sharing of expertise and best practices
• Engagement Model - Meet four time a year prior to major industry events
• Management - Initiated and co-ordinated by Fast Future

52. 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

53. 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

54. Designing Your Future
Key Trends, Challenges and Choices
• 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

55. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Strategy Creation & Investment
Programmes
Development of
Implementation
Roadmaps

56. 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

57. Example Clients

58. Image Sources

59. Image Sources p.1
Page
1. Top to Bottom
1. http://www.squaremeal.co.uk/venues/uk/view/24273/Aston_Business_School_Conference_Centre
2. http://www.cambridgenetwork.co.uk/object/news/62961/img/GirlguidingUK_TheMollerCentre.jpg
4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg
5. Clockwise
1. http://www.myvenues.co.uk/scale_img.php?pic=NSP-BROOMGROVE0005.jpg&max=320&folder=venue_pics
2. http://www.venues-london.co.uk/venues/broadway_house/flash/NSPBROADWAY0001.jpg
3. http://www.latemeetings.com/images/venue/00167.jpg
4. http://www.weddingreview.co.uk/uploads/images/venues/processed/2009-08-27-2031-wyboston-lakes.jpg
6. http://www.einstein.yu.edu/iphs/images/think_tank.jpg
8. http://www.ted.com/index.php/talks/aubrey_de_grey_says_we_can_avoid_aging.html
9. http://www.eholidayindia.com/images/currency.jpg
10. Left to Right
1. http://blog.core-ed.net/derekarchives/NokiaFanPhone.jpg
2. http://www.neonpunch.com/wp-content/uploads/2009/03/iphone_apps.jpg
3. http://www.geek.com/wp-content/uploads/2010/08/Steve-Jobs-hologram-on-iPhone.jpg
13. http://miceplaces.com/fileadmin/html_newsletters/emea200903/Qatar-National-Convention-C.png
14. http://img125.imageshack.us/i/37922425e6c7b6607fcn5.jpg/
15. Left to Right
1. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg
2. http://newlycorporate.com/wp-content/uploads/2008/11/conversations_silhouettes_id228513_size450.gif
3. http://everyjoe.com/work/using-brand-sponsorship-for-events/
16. Left to Right
1. http://expertaccess.cincom.com/wp-content/uploads/2009/09/success_ladder.jpg
2. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html
3. http://nationwidecapitalgroupnews.com/wp-content/uploads/2010/07/Upward-Trend-Graph.jpg
59

60. Image Sources p.2
17. Left to Right
1. http://www.simonblog.com/2010/02/01/iphone-os-3-2-may-support-video-call-conferencing-and-file-download/
2. http://gadgetheat.com/wp-content/uploads/2008/05/surf-chair.jpg
3. http://msnbcmedia2.msn.com/j/msnbc/Components/Photos/070112/070112_virtual_reality_hmed_8a.hmedium.jpg
18. Left to Right
1. http://www.blueskyuk.com/cm_images/New_Media_-_Web_Streaming_laptop.jpg
2. http://3.citynews-napolitoday.stgy.it/pictures/20100820/pay_per_view.gif
3. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/
19. Left to Right
1. http://www.successpropublications.com/images/computr.jpg
2. http://www.1stwebdesigner.com/design/client-tactics-maintaining-existing-clients/
3. http://www.philipgraves.net/should-you-care-about-customer-satisfaction.html
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
3. http://blog.technicalmanagementinstitute.com/active_listening/
23. Left to Right
1. http://www.seiservice.com/_images/Options-for-Server-Maintenance.jpg
2. http://www.getentrepreneurial.com/images/Differentiate%20To%20Be%20The%20Niche%20Business.jpg
3. http://gmn.mintel.com/images/2009.jpg
24. Left to Right
1. http://www.lasersharks.com/wp-content/uploads/2008/04/2238136368279992.JPG
2. http://blogs.smh.com.au/enterprise/competition.jpg
3. http://profile.ak.fbcdn.net/hprofile-ak-snc4/41787_115063228519853_5847223_n.jpg
60

61. Image Sources p.3
25. Left to Right
1. http://www.techday.co.nz/itbrief/news/businesses-see-technology-as-key-differentiat/12366/
2. http://vator.tv/images/attachments/141208201237growing_global_executive_talent.jpg
3. http://www.ononshipping.com/wp-content/uploads/2010/10/low-cost-carriers.jpg
26. Left to Right
1. http://www.mpiweb.org/Libraries/ArticleThumbNails/Webinars-Icon_FutureOfMeetingTechnology.jpg
2. http://www.mpiweb.org/Libraries/ArticleThumbNails/Webinars-Icon_FutureOfMeetingTechnology.jpg
3. http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2011/4/15/1302903822657/When-you-spot-talent-make-007.jpg
27. Left to Right
1. http://webconferencingcouncil.com/wp-content/uploads/2009/09/going-green.jpg
2. http://a5.sphotos.ak.fbcdn.net/hphotos-ak-snc6/188883_194059180634881_159040140803452_477934_3183211_n.jpg
3. http://www.smallbusinessdelivered.com/customer-service.jpg
28. Left to Right
1. http://www.digecor.com/images/ancillary-revenue-bg.jpg
2. http://msptelemarketing.com/wp-content/uploads/2009/02/carrot-incentive.jpg
3. http://dotgiri.com/2009/02/04/simple-cost-cutting-techniques-and-methods-for-your-it-business/
29. Left to Right
1. http://static.hometrend.org/2011/03/Meeting-Room-Office-Interior-Design.jpg
2. http://www.telepresenceoptions.com/images/teliris_interact_touchtable3.jpg
3. http://inhabitat.com/vancouver-convention-center-expands-on-green/wp-
content/blogs.dir/1/files/east_facility_concourse.jpg
30. Left to Right
1. http://newlyemerged.files.wordpress.com/2011/03/connectivity_image.jpg
2. http://www.knowtebook.com/uploaded/2008/05/3d-thumbnails.jpg
3. http://www.stronglink.cn/images/rfidnews.jpg
61

62. Image Sources p.4
31. Left to Right
1. http://sunrisepos.com/wp-content/uploads/2010/12/Copy-of-digital-signage2.jpg
2. http://www.yourengagement101.com/files/2011/04/concert-proposal1.jpg
3. http://www.bocaraton.com/images/Miami_Wine_Fair.jpg
32. 1. http://www.inhabitat.com/wp-content/uploads/11905_3_090415_000571.jpg
2. http://www.greatpeople4events.co.uk/images/Conference-staff3.jpg
3. http://www.digecor.com/images/ancillary-revenue-bg.jpg
34. http://designholeonline.com/wp-content/uploads/2008/08/dncinside.jpg
35. http://www.marksinvestingblog.com/wp-content/uploads/2011/01/World_Currency_symbols1.jpg
36. http://www.m3newmedia.net/wp-content/uploads/2010/12/social-media-marketing.jpg
37. http://nerdnirvana.org/wp-content/uploads/2010/03/free-beer-tomorrow.jpg
38. http://www.liftconference.com/files/images/lift10_poster_300px.jpg
39. http://www.gastro2009.org/impressions/ind_exh/index.php?navId=277
40. http://jeffhurtblog.com/2011/02/10/why-pcma-learning-lounge-worked/
41. http://www.sustainablecitiesnet.com/wp-content/uploads/2009/12/CityChallenge_GlobeForum-600x263.png
43. Left to Right
1. http://cdn.blisstree.com/files/2009/10/Chef-Zuma-Press-Michelle-sm.jpg
2. http://www.thechefalliance.com/userfiles/image/Chef/chef%202%20chefs%20prepping%20veggies.jpg
44. Left to Right
1.
http://ourlifeinoz.files.wordpress.com/2011/02/685375_thumbnail_280_sa_s_frist_state_wine_festival_2011_cellar_door_win
e_festival_adelaide-v1.jpg
2. http://www.adelaidecc.com.au/files/5366-800x533.jpg
45. Top to Bottom
1. http://conferences.theiet.org/railway-lecture/-images/main-feature-about.jpg
2. http://www.thinkconferences.co.uk/images/venues/cotswold-conference-01.jpg
62