2013
Volume and key trends data from a venue perspective
Commissioning Sponsor
Principal Sponsor
Principal Sponsors
Supporting Sponsors
Supporting Sponsors
Sponsors
Associate
Sponsor
UK Events Market Trends Survey
2013
Report prepared for:
Price £175
Prepared by:
TEAM Tourism Consulting and Tony Rogers Conference & Event Services
June 2013
Eventia, 5th Floor, Galbraith House, 141 Great Charles Street, Birmingham, B3 3LG
E: info@eventia.org.uk W: www.eventia.org.uk
PREFACE
In June 2013 the Scottish Exhibition + Conference
Centre in Glasgow announced that it was celebrating a
2012 brought optimism back to the meetings and events
raft of new conference business from within the creative
industry as companies and organisations began to grow
industries, both on the back of the venue’s support for
their meetings programmes again and bring back critical
Creative Scotland and also the high profile launch of its
business events that were put on hold during the
new ‘creative’ branding. There is little doubt that,
recession. The UK Events Market Trends Survey research
harnessing the creative talents of the UK’s event
confirms this mood of cautious optimism for the sector and
agencies to the technical excellence of the UK’s venues
a quiet confidence that the upward market trend noted by
and support services, the potential for further growth
venues will continue through 2013 and beyond.
and success in this sector is huge.
Undoubtedly one of the catalysts for improvements in the
This year’s ‘UK Events Market Trends Survey’ is being
UK business events market has been the successful staging
published in the same month as the results of the UK’s
of the 2012 Olympics. This has created a great opportunity
first ‘Economic Impact Study’ for the meetings sector,
for the UK to market our unique locations, the variety of
which is using a United Nations World Tourism
our venues and the genuinely warm welcome that we can
Organisation methodology for its research analysis.
offer visitors,
visitors which should lead to enhanced success for
Taken togethe
together, the ttwo
o reports
epo ts sho
should
ld p
provide
o ide
UK destinations when bidding for future international
fascinating reading and, we all hope, compelling
events.
evidence for the vitality and dynamism of the crucially
important business events sector.
The Olympics also highlighted to a global audience the
creative and technical excellence of the UK’s events
I am delighted that Eventia has overseen the research
industry, epitomised by the opening and closing
survey which has generated the report on the following
ceremonies for the Games. UK Trade and Investment
pages. It provides an indispensable insight into the
(UKTI) has identified the creative industries as one of the
scope and value of the sector in the UK and deepens
priority sectors for its support, strengthening the UK’s
our understanding of current and emerging trends, both
reputation in leading overseas markets as the international
buyer and supplier, national and international.
business partner of choice. This would seem to be an
obvious win-win. UKTI act as ambassadors for the UK
Simon Hughes
events industry, using events around the world – in the
Managing Partner, MCHA Ltd and Chairman of Eventia
form of trade exhibitions, roadshows and forums – to
attract businesses to the UK.
2
Contents
Executive Summary and Conclusions
4
1. Introduction
8
2. Volume of the Events Market
15
3. Dimensions of the Events market
18
4. Expectations and Trends
29
Appendi 1 – Venue
Appendix
Ven e and location anal
analysis
sis
34
Appendix 2 – Volume calculations
37
Appendix 3 – Market insights
39
Appendix 4 – Survey sponsors
44
3
Executive Summary and
Conclusions
4
Introduction
Dimensions of the Events Market
The United Kingdom Events Market Trends Survey
Number of events
• There was an average of 373 events per venue in
(UKEMTS – previously the British Conference Venues
Survey) seeks to:
2012 – comparable to 2011 (an average of 369
•
events).
Measure the key characteristics of the UK business
events and conference market from a venue
•
with a further 23% held in unusual / multi-purpose
perspective
•
venues.
Provide the best possible estimates for volume and
value aspects of the market.
Event Duration
This year, UKEMTS used a similar questionnaire and
data collection method to previous years.
•
The valid
65% in 2010.
•
similar to previous years.
In 2012 there were an estimated 1.3 million business
events in the UK.
This was on a par with 2010 and
2011.
Delegate Rates
•
The average daily delegate rate achieved by venues
The 2012 level of events reflects a flat trend that has
for events was £43 (inc VAT). The average 24 hour /
affected the business events market since the 2008
residential rate was £129.
peak.
•
Duration varied from 1.5 days for non-residential
events to 2.0 days for residential events. This was
Volume of Business Events
•
The average event duration was 1.6 days. Most
events (61%) lasted a day or less, compared to
sample to this year’s survey was 224 responses.
•
The majority (59%) of events were held in hotels,
There were an estimated 85.5 million delegates
accounting for approximately 140m business event
•
Day delegate rates were on a par with 2010 and
2011.
24 hour / residential rates still remain
slightly below 2008 and 2009 levels.
days.
5
Levels of residential / non-residential business
•
•
A quarter (28%) of event business was residential at
Use of Professional Conference Organiser
•
Just over a third of events in 2012 were organised
the event venue – this was higher than 2011 (20%).
by a professional conference organiser (PCO), event
A further 10% of business was estimated to be
management or venue finding agency.
staying in the wider destination. The remaining 63%
•
This was up slightly on the level of previous years.
was day visiting (i.e. non-staying) business
(compared to 70% in 2011).
Event Size
•
Most events (69%) comprised 50 delegates or fewer
Type of event organisation
– the majority of these were for fewer than 20
•
The corporate sector accounted for over half of
delegates. Approximately 4% of events had more
events (56%). The next most significant group was
than 200 delegates.
government and the public sector (23%).
•
Associations accounted for 21% of the market.
•
The average event size was 64 delegates – this
compared to 80 in 2011
The 2012 figures continue to demonstrate the
downturn in the levels of public sector and
Origin of Event Business
government business since 2009 (23% of share
•
compared to 28% in 2010 and 37% in 2009) – a
generated from the region in which a venue is
reflection of budget constraints within the public
sector.
The majority (64%) of event business was
located.
•
About a third (32%) was from the rest of the UK,
with a small proportion (4%) from overseas.
6
Expectations and Trends
•
•
some investment in 2012. Investment was up on
On balance, venues were indicating their business
2011 levels (when two thirds of venue had invested).
performance in 2012 was up on 2011 – 51%
Typically venues had invested up to £100k (55% of
indicated they were up compared to 18% indicating
business was down.
•
In general, venues were optimistic about prospects
for 2013 – 53% anticipated business would be up
About four-fifths of venues (78%) had undertaken
venues).
•
The commonest area of investment was in general
refurbishment / decoration, followed by ICT and
presentation equipment.
and 35% felt it would be about the same.
•
Venues were asked the extent to which they agreed
or disagreed with a series of statements about their
event business in 2012. They were most likely to
agree with the statement that lead times for booking
had got shorter.
•
There was, on balance, agreement in relation to
other issues. So, venues were tending to reduce
their rates to remain competitive (although about a
quarter were not), and had seen some recovery in
corporate markets but a downturn in the government
and public sector.
•
There was also a general consensus organisers
were planning more hybrid (i.e. both face-to-face
and virtual) events.
7
-1 –
Introduction
8
1.1 Background
The UK Events Market Trends Survey (UKEMTS) has
been carried out annually since 1993. It was previously
•
Section 4 looks at prospects for 2013, trends in the
market place, and recent investment.
known as the British Conference Venues Survey.
In addition, Appendix 1 provides a more detailed
In 2012, the UK Events Market Trends Survey
breakdown of results by venue type and location.
(UKEMTS) was commissioned by Eventia and was
undertaken by TEAM Tourism Consulting (TEAM) and
project managed by Tony Rogers Conference & Event
Services.
The objectives of UKEMTS are to:
•
M
Measure
the
h k
key characteristics
h
i i off the
h UK business
b i
events and conference market from a venue
perspective;
•
Provide the best possible estimates for volume
aspects of the market.
The report is divided into four sections:
•
Section 1 focuses on the objectives, methodology
and sample of the survey
•
Section 2 highlights the estimated volume of the
events market
•
Section 3 provides an overview of the characteristics
of the events market from the venues’ perspective
9
1.2 Definitions and Notes to the Reader
A number of definitions are used in this report.
•
University or other educational institution.
•
Unusual / multi-purpose venue – museums,
An event venue is defined as:
•
castles, sporting venues, visitor attractions, theatres,
A paid-for facility (i.e. rented, not a company’s in-
civic / town halls, leisure centres etc.
house meeting rooms) containing:
•
At least 3 meeting rooms for hire with
A business event or conference within this survey is
•
A minimum capacity of 50 theatre-style in its largest
defined as “an out of office conference, meeting or
room.
other business event of at least four hours’ duration
involving a minimum of 10 people”. Within this report
Event venues are sub-divided into five categories.
events is used as a generic term covering all types of
These are defined as follows:
business event such as conventions, congresses,
•
Purpose-built
Purpose
built convention centre – specifically
conferences, meetings, training courses, sales briefings,
designed to host conferences and with a capacity of
seminars, product launches, roadshows etc.
over 500 delegates theatre style. Usually with a
•
large auditorium and supporting break-out seminar
Other terms used within the survey include:
and meeting rooms.
•
Association: trade and professional associations and
Conference / training centre – venues devoted to
institutions, societies (professional and voluntary),
the conference or training market comprising
trade unions, and educational and academic groups.
specifically designed “learning spaces” with three or
•
Corporate: company meetings and training courses,
more lecture rooms, with no room having a capacity
annual general meetings, board meetings, sales
of more than 500 delegates. They host residential
meetings, product launches.
and non-residential conferences.
•
Hotel.
10
•
Government and public sector: events held by
government departments and agencies, local
authorities, the National Health Service, charities and
similar public bodies.
Delegates are people attending a business event.
Within this report they will also include exhibitors (i.e.
people staffing exhibition stands at an event). A
delegate day is a measure of the number of days
spent in an area by delegates. As an example, the
following would all count as two delegate days:
•
A delegate staying for two days
•
Two delegates visiting for the day
•
A delegate visiting on two different days (but not
necessarily staying).
Notes to the reader:
•
All percentages are rounded to the nearest whole
figure – sometimes figures may not therefore add up
to exactly 100%.
•
An asterix (*) indicates a value of less than 0.5%
•
A dash (-) indicates no value.
11
1.3 Methodology and Approach
The UKEMTS questionnaire has remained comparable
proactive in the events market. The total supply of
since 2004 (although there have been some minor
potential venues exceeds this number but the
revisions to individual questions).
venues outside the Eventia database can be
regarded as ‘secondary’ venues. These are likely to
UKEMTS is a self-completion survey with venues
have meeting facilities but are not particularly pro-
contacted through a variety of mechanisms – e.g. via
active in the market place and likely to attract a
conference desks / bureaux, relevant industry
small number of predominantly local events. Survey
organisations and direct mailings to venues.
results will reflect the performance of ‘primary ‘
venues.
Because UKEMTS is a self-completion survey, it is
•
difficult to control responses and the sample. There are
Sample size. The annual sample sizes are relatively
small, particularly in some categories of data, and
three potential sources of error that should be noted.
therefore
h
f
subject
bj
to potentially
i ll significant
i ifi
margins
i
off
error. This has been partly addressed by analysis of
•
An unrepresentative sample. The sample may
the data on a three year moving average for certain
not necessarily reflect the venue universe (i.e. the
supply of UK event venues) and this could create a
bias with certain categories of venue over- (or
under-) represented. This is partly addressed by
weighting the data (see below). There may also be a
bias in the types of venues responding - i.e. more
proactive venues complete the survey. Eventia’s
database of venues comprises about 3500 venues
across the UK – this can be regarded as a reasonable
categories (see below).
•
Respondent estimation. Some of the questions
may not necessarily be in a format that responds to
a venue’s recording methods or may relate to data
that a venue does not routinely collect. As such, in
some cases venues will have made estimates in
response to particular questions – the accuracy of
such estimates may vary and this is difficult to
address systematically.
number of ‘primary’ venues – i.e. venues that are
12
1.4 Sample Characteristics
Survey sample
2010
2011
2012
Hotel
153
129
110
Unusual / multi-purpose venue
102
96
52
Academic
38
21
23
Conference / training centre
47
34
27
Purpose built convention centre
18
10
12
360
290
224
The table summarises the sample of valid respondents
for the last three years of the survey in terms of type of
venue and region*.
The overall sample size was 224 venues.
Venue Type
Total
* NB this excludes venues where the number of conferences exceeds
2000. These have been excluded from this, and previous UKEMTS
surveys, to avoid their extreme impact on the results.
13
The data in the survey has been weighted by venue
events held at a venue in order to ensure that data
type to reflect more accurately the venue universe (i.e.
reflects event averages and not venue averages. As
all venues in the UK). The following table outlines the
an example, if the sample contained two venues, with
estimate of the sample universe that has been used as
one hosting 10 events at an average day rate of £10,
the basis for weighting, and the survey sample. As the
and one hosting 1000 events at an average rate of £50,
table shows, while the sample broadly mirrors venue
the average rate would be £49.60 (the event average)
supply, certain venues are under-represented in the
not £30 (the venue average).
sample (e.g. hotels) and others are over-represented
Data relating to venue type and location (see Appendix
(e.g. purpose built centres).
1) are based on a three year average – calculated from
data from the calendar years 2010, 2011 and 2012.
Venue supply and sample
Venue Type
% Venue
Universe*
% sample
Hotel
51
49
Unusual / multi-purpose venue
33
23
Academic
6
10
Conference / training centre
9
12
Purpose built convention centre
2
5
Thi has
This
h been
b
undertaken
d
k
to h
help
l iincrease robustness
b
in areas where samples are sometimes relatively small.
This data is not weighted.
* Source: Eventia database of event venues.
Data relating to rates has been weighted by location
(based on region) of venue.
The analysis has also been weighted by the number of
14
-2 –
Volume of the Events Market
15
2.1 Volume of Business Events
In 2012 there were an estimated 1.3m business
This is on a par with 2010 and 2011 levels and reflects
events at UK venues. This is based on an estimated
a flat trend that has affected the business events
3500 primary venues in the UK (Source: Eventia’s
market since the 2008 peak.
database of venues1).
UK Business Event Market No. of events (m)
1.37
1.32
1.30
1.31
1.29
1.20
2007
2008
2009
2010
2011
2012
1. Eventia’s database of venues comprises about 3500 venues across the UK. The total supply of potential venues exceeds this number
but the venues outside the Eventia database can be regarded as ‘secondary’ venues . These are likely to have meeting facilities but are
not particularly pro-active in the market place and likely to attract a small number of predominantly local events . To base an estimate of
overall volume on this wider supply would probably result in an over-estimation of total demand.
16
2.2 Overall Volume of the Business Event Market
In 2012, there were an estimated 85.5 million
Estimated volume of the business event market
delegates accounting for approximately 140m
Nonstaying
delegate days.
Staying –
Staying destination residential
Total
Delegates (m)
54.1
7.4
24.0
85.5
Delegate days (m)
80.1
10.9
48.4
139.4
Delegates (%)
63
9
28
100
Delegate days (%)
57
8
35
100
Non-staying business accounted for the majority of
delegates (63%) and delegate days (57%).
The estimated volume of the events markets was
below the estimated 2011 level (103 million
Share (% of market)
delegates). This was primarily explained by a
decrease in the reported average size of events (see
section 3
3.7).
7)
17
-3–
Dimensions of the Events Market
18
3.1 Number of Events per Venue
There were an estimated 373 business events per
significant, proportion of venues (9%) were hosting
venue in 2012 – this was on a par with the last three
more than 1000 events a year.
years but below the 2008 peak.
No. of events per venue
(% of all venues)
Average number of events per
venue (2008-12)
2012
2011
2010
2009
373
9%
12%
11%
13%
13%
10%
11%
15%
13%
17%
16%
18%
19%
32%
31%
29%
2010
2011
2012
12%
369
371
20%
379
2008
391
The most common number of events achieved by
venues was 100 or fewer – 29% of venues achieved
this in 2012 (see chart to the right). A small, but
No of events per venue
1 to 100
101 to 200
201 to 400
401 – 600
601- 1000
1000+
Figures for all venues are based on weighted data (2012 Sample=233)
19
Average number of events per venue
(by venue type )
Conference and training centres (528 events), and
academic (438 events) hosted higher than average
numbers of events. Purpose built and unusual /
Conference / training
528
multi-purpose venues tended to host the least
number of events (an average of 205 and 224
events respectively).
Academic
438
Hotels
416
ll venues
All
Unusual / multi-purpose
Purpose built
373
224
205
Venue type figures are based on 3 yr average (2010-12).
20
The following chart provides an overview of the
Just under two thirds of events take place in hotels
relative share of the number of events by different
– this reflects both the large number of hotel venues
venue types.
(they represent 51% of venues) and also their
Share of events market by venue type
higher than average numbers of events per venue.
(% of events)
Unusual / multi-purpose venues are the next most
Purpose
built
1%
important grouping, accounting for 23% of event
market share, compared to an estimated 33% of the
supply of venues.
Conference
/ training
12%
Hotel
59%
Purpose built convention centres account for only
b
1% off the
h market
k iin terms off volume
l
off
about
events. They are, however, more significant in
Academic
5%
terms of share of overall number of delegate days.
Unusual /
multipurpose
23%
21
3.2 Event Duration
The majority of events (61%) lasted 4 hours to a day and
Event Duration
a quarter (25%) lasted two days. The overall average
(% of events by event type)
Average =
1.5 days
Average =
2.0 days
2%
3%
6%
Average =
1.6 days
length of an event was 1.6 days.
4%
3%
Non-residential events (i.e. an event that did not involve
5%
4%
8%
an overnight stay at the venue, although in some
12%
17%
instances could involve a stay in the destination) lasted on
average 1.5 days with around 71% lasting 4 hours to a
25%
45%
day.
Residential events (i.e. an event that involved a stay at
the venue)
en e) lasted on a
average
e age 2
2.0
0 da
days.
s The most common
length for residential events was two days (45% of
71%
61%
33%
events), and a third lasted 4 hours to a day.
These figures are consistent with the results from the
previous years - see below.
Non residential
Residential
4 hours to a day
2 days
3 days
4 days
5 or more days
Average event duration (days)
All events
2.0 2.0 2.0
2010
2011
1.4
1.5 1.5
1.5
1.6 1.6
2012
Non residential
Residential
All
22
3.3 Delegate Rates
Achieved delegate rates (inc VAT) – 2012
Day delegate rates were on a par with 2011.
24 hour/residential basis
Day rates
(% of all venues)
Less than £20
£21 – 30
25
£31- 40
36
£41 – 50
13
£51 – 75
12
Over £75
8
Average daily achieved
event rate (inc VAT)*
below 2008 and 2009 levels.
(% of all venues)
5
Less than £75
£76 – 100
£101 – 125
£126 – 150
£150 – 200
£200+
24 hour / residential rates still remain slightly
1
5
Average Delegate Rates
(£)
£138
£140
17
£134
£129
£120
23
32
14
Average 24 hour /
£43
residential achieved
event rate (inc
£129
£46
£46
£42
£41
£43
2008
2009
2010
2011
2012
VAT)*
* Data is weighted by region (not venue type) – see section 1.4. To avoid skewing
averages, outlying values (over £75 for day rates and £200 for 24 hour rates) have been
removed.
Day
24 hour
Achieved day / non-residential delegate rates tended
to be in the £31-£40 (36%) range although the
The average rate for the hire for the main
average was £43.
room of a venue was £627 per day but this
The most common achieved 24
hour / residential rate was £150 to £200 (32%).
varied enormously from £65 to over £8000.
However, the overall average event rate was £129.
23
3.4 Levels of Residential and Non-residential Business
The following chart highlights the proportions of event
As the chart highlights, about 63% of event
business that involved an overnight stay in the
business was undertaken on a non-staying basis
destination (but not at the event venue itself), an
(i.e. with no stay either at venue or in destination).
overnight stay at the event venue, or no overnight
stay.
In terms of event business that was overnight,
delegates tended to stay at the venue in question –
Levels of residential and nonresidential business (% of business)
about three quarters of overnight event business
stayed at the venue.
11%
11%
11%
10%
21%
20%
69%
70%
2010
2011
9%
The relative level of residential business was up on
20%
69%
2008
26%
63%
2009
Not overnight
28%
2011.
63%
2012
Overnight at venue
Overnight in the destination
24
3.5 Type of Event Organisation
The following chart summarises the ratio of all events
The corporate sector accounted for over half of
organised by different types of organisation (see
events. The next most significant group was
section 1.2 for appropriate definitions).
government and the public sector (23%).
Associations accounted for 21% of the market.
Type of event organisation (% of
events)
The 2012 figures continue to demonstrate the
downturn in the levels of public sector and
36%
28%
23%
23%
37%
government business since 2009 (23% of share
compared to 28% in 2010 and 37% in 2009) – a
reflection of budget constraints within the public
20%
21%
57%
56%
2011
2012
21%
17%
16%
47%
47%
51%
2008
2009
2010
Corporate
Association
sector.
Public / govt.
25
3.6 Professional Conference Organisers (PCOs) and Event Agencies
The following chart summarises the ratio of all events
Approximately a third of events in 2012 were
organised by intermediary organisations.
organised by a professional conference organiser
(PCO) or event management agency.
Use of PCOs and Event Agencies
(% of events)
2012
2011
2010
2009
2008
This was up slightly on the level of previous years.
35%
30%
29%
30%
27%
26
3.7 Event Size
The following chart summarises the ratio of all events
Most events (69%) were of 50 delegates or fewer –
organised by different types of organisation (see
the majority of these were for fewer than 20
section 1.2 for appropriate definitions).
delegates.
Event size (% of events)
This was an increase on 2011 (62%)
Approximately 4% of events had more than 200
2010
2011
2012
10 – 20 delegates*
40
37
40
21 – 50 delegates
27
25
29
51 – 100 delegates
16
18
16
101 – 200 delegates
11
13
10
201 – 500 delegates
5
6
4
501 – 1000 delegates
1
1
0
1001 – 2000 delegates
0
0
0
Over 2000 delegates
0
0
0
Average event size
76
80
65
delegates.
The average event size was 65 delegates. This was
somewhat below previous years.
* For 2010, the category was 8-20 delegates. This was changed in 2011 to
bring UKEMTS in line with more widely definition of a business event.
27
3.8 Origin of Event Business
As the chart highlights, about two-thirds of event
About a third came from the rest of the UK, with a
business (64%) was generated from the region in
small proportion (4%) coming from overseas.
which a venue is located.
Origin of event business (% of
events)
3%
4%
4%
4%
31%
25%
28%
32%
70%
68%
64%
2010
2011
2012
65%
2009
Regional
Rest of UK
Overseas
28
-4 –
Expectations and Trends
29
4.1 Business performance in 2012
A small majority of venues indicated their business
.
performance in 2012 was up on 2011 – 51% indicated
they were up compared to 18% that indicated business
was down. This was more positive than the previous
year when only 36% of venues indicated their
performance was up.
Business performance in 2012, compared to
2011
(% of venues)
Down
18%
Up
51%
About the
same
31%
30
4.2 Expectations for 2013
On balance, venues were optimistic that business
Venues were more optimistic than the previous year
would be better in 2013 than in 2012.
when 43% felt business would be up in 2012
(compared to 53% for 2013).
Expectations for business in 2013
(% of venues)
Down
12%
Up
53%
About the
same
35%
31
4.3 Trends
Venues were asked the extent to which they agreed or
There was, on balance, agreement in relation to other
disagreed with a series of statements about their event
issues. So, venues were tending to reduce their rates
business in 2012.
to remain competitive (although about a quarter were
not), and had seen some recovery in corporate markets
Venues were most likely to agree with the statement
but a downturn in the government and public sector.
that lead times for bookings had got shorter.
There was a general consensus that organisers were
planning more hybrid (i.e. both face-to-face and
virtual) events.
Trends in the business events market
Average rating
(5= tend to
agree)
We reduced rates to remain
competitive
Corporate markets
recovered in 2012
We experienced significant
downturn in govt / public
sector
5%
21%
3%
5%
Organisers are planning
2%
more hybrid events
19%
25%
19%
21%
21%
16%
Lead times for bookings
3%
3% 7%
have got shorter
39%
42%
38%
3.4
17%
48%
41%
3%
15%
36%
49%
4%
3.2
3.4
3.2
4.3
32
4.4 Capital Investment
Capital Investment
Unusual / multi-purpose venues were the lowest spenders
(% of venues)
in 2012 – 86% had invested £100k or less. Purpose built
10%
9%
11%
14%
centres and academic venues had invested the most – 27%
and 25% respectively had invested over £0.5m in 2012.
Hotels and conference / training centres had typically
invested up to £100k (62% and 44% respectively).
£500k +
The commonest area of investment was in general
46%
£100k to £500k
55%
refurbishment / decoration, followed by ICT and
presentation equipment.
Up to £100,000
Areas of capital investment
None
33%
22%
2011
2012
About four-fifths of venues (78%) had undertaken
General refurbishment
/ decoration
92%
ICT / presentation
equipment
36%
Additional or new
meeting spaces
14%
Additional or new
exhibition space
2%
some investment in 2012. Investment was up on
2011 levels (when two thirds of venues had invested).
Typically venues had invested up to £100k (55%).
Other
24%
33
- Appendix 1 –
Venue and Location Analysis
34
VENUE ANALYSIS – 3 year average (2010/12)
All venues*
Hotels
Unusual /multi
purpose venues
Academic
Conference / Purpose built
convention
training
centres
centres
Number of venues in sample (total
over three years)
224
392
250
82
108
40
Average number of events
373
416
224
438
528
205
9
8
15
8
11
52
Overnight at venue (%)
28
28
2
20
26
2
Not overnight (%)
63
64
83
72
63
47
43
36
37
34
28
44
129
132
75
87
136
Average duration – all events
1.6
1.6
1.2
1.5
1.7
1.7
Average duration – non-residential
1.5
1.5
1.2
1.3
1.4
1.7
Average duration – residential
2.0
1.9
1.6
2.4
2.3
0.0
56
63
45
25
46
42
21
17
25
41
21
36
Govt/public sector (%)
23
20
30
34
33
22
Average size (all events)
65
55
135
86
62
418
Regional (%)
64
67
79
66
58
46
UK (%)
32
29
19
29
28
44
4
4
2
5
14
10
Residential /non-residential events
Overnight in the destination (%)
Delegate rates (inc VAT)
Average day rates (£ inc VAT)
Average staying rates (£ inc VAT)
Duration (days)
Type of event organisation
Corporate / for profit organisations (%)
Association (%)
Origin of event business
Overseas (%)
* Based on 2012 data only
35
LOCATION ANALYSIS – 3 year average (2010/12)
All venues*
South of
England
Central England
North of
England
Celtic nations
Number of venues in sample (total over
three years)
224
248
182
298
94
Average number of events
373
392
473
325
354
9
13
10
9
13
Overnight at venue (%)
28
21
36
18
13
Not overnight (%)
63
66
54
73
75
43
45
40
34
45
129
125
132
123
127
Average duration – all events
1.6
1.6
1.7
1.5
1.4
Average duration – non-residential
1.5
1.5
1.4
1.4
1.3
Average duration – residential
2.0
2.0
2.2
2.0
2.0
56
58
48
49
51
21
21
21
24
23
Govt/public sector (%)
23
22
31
26
26
Average size (all events)
65
95
69
75
91
Regional (%)
64
65
51
72
80
UK (%)
32
27
44
26
16
4
7
5
2
4
Residential /non-residential events
Overnight in the destination (%)
Delegate rates (inc VAT)
Average day rates (£ inc VAT)
Average staying rates (£ inc VAT)
Duration (days)
Type of event organisation
Corporate / for profit organisations (%)
Association (%)
Origin of event business
Overseas (%)
* Based on 2012 data only
36
- Appendix 2 –
Volume calculations
37
The diagram (below) highlights the calculations behind
the volume estimates (see section 2.2).
The data in
this calculation is drawn from this survey.
Total events
x
% sector types
(association etc.)
=
Events by sector
x
Event size
=
No. of delegates
x
% delegate type
(day, residential
etc)
=
No. of delegates
(by type)
x
Average length of
stay
=
Delegate days
38
- Appendix 3 –
Market Insights
39
Academic Venues
At Well Met Conferencing, all of our venues are equipped
If you want to know what the biggest change to the
with state of the art AV and advanced digital solutions
meetings and events industry has been in the last 15
such as free, superfast wifi, as well as innovative solutions
years, the answer is simple: technology.
for digital engagement, such as twitter feed projections,
live streaming and crowd sourcing.
Technology has changed every aspect of what we do:
from the spaces we provide, to the ways in which
Of course, it’s not just technology which gives academic
meetings take place, to the delegate expectations about
venues an edge: it is also access to world-leading
interactivity and IT support. It’s daunting , filling the
research, prominent academics and experts. We are able
pages of industry magazines. It is also an area where
to offer this access to expertise directly to clients through
academic venues have an inbuilt advantage: our students.
our ‘Find an Expert’ service, an easily searchable online
database of our academics, lecturers and public speakers.
As the primary purpose of our venues is to create the best
With over 63% of delegates saying that relevant content
possible environment for learning, we’re constantly
contributes to a successful event and one of the main
looking to invest and improve our provision. Our students
reasons conferences are cancelled is a lack of delegates,
come with high expectations, particularly since they will
we feel that this is a really important service.
be paying fees to attend university.
They are highly
literate in their use of technology. Our ability to provide
It is becoming more important than ever that academic
the facilities they expect – from high-speed WiFi to fully
venues make the most of the institutions within which
equipped seminar rooms – is critical to our ability to
they are housed, and if it is perhaps true that the sector
attract students to our university and to deliver an
as a whole has been slow to highlight these advantages in
excellent teaching environment.
the past, it is something which we must now really start
to shout about.
Universities tend to be large institutions, so the cost of
installing and upgrading AV systems is spread more
Kate Davis, Head of Business Development, Campus &
widely. This means that academic venues are able to offer
Residential Services, Leeds Metropolitan University.
public and private sector businesses access to up-to-date
www.wellmetconferencing.com
equipment at a very competitive price.
40
Unusual / Unique Venues
According to the UK Economic Impact Study, 20% of UK
meeting venues are classed as unusual, unique or special.
With venues ranging from restaurants, castles, churches,
historical monuments and theme parks, an increasing
Hand in hand with continued budget restrictions comes
public perception. As long as venues are able to offer
imaginative added value options, unique venues will still
be hired for meetings and events with the aim of inspiring
and creating memorable experiences for delegates.
number of venues are being converted into event spaces
to offer original and imaginative options to MICE buyers.
Breakfast rolls on arrival, complimentary syndicate room
hire and free wi-fi no longer cut it in today’s market in
More than ever there is a need to tick a long list of boxes
when organising events in terms of achieving value for
money, demonstrating sustainability, embracing
technology, and delivering creative, interactive and
terms of added value. Offering guided tours, attraction
tickets and exclusive rollercoaster ride hire adds much
more value to a proposal and can put the unusual venue
offering way ahead of many other traditional venues.
inventive event ideas.
Cost savings can be made by utilising the backdrops and
With these current trends in mind, unusual venues can
respond very positively. By being able to offer original
added value options and provide backdrops that stimulate
imaginative and creative event ideas, unusual venues still
stand above the crowd in today’s market.
existing themes on site. A venue like the Alton Towers
Resort can not only offer dedicated conference space but
also has the option to hire out many other areas of the
resort. This can range from indoor BBQs in the water
park, drinks receptions in its SEALIFE centre or even
exclusive theme park hire for several thousand people.
All too often unusual venues are thrown into a venue
proposal as a ‘wild card’ amongst more traditional hotel
and conference venues. Unusual venues have the
advantage of being able to provide inspiring backdrops,
create a real wow factor and are able to deliver a unique
and different experience to enable a higher level of
delegate attendance and engagement.
To respond to trends in today’s market, unusual venues
need to pull together creative and imaginative venue
proposals to shout out about their uniqueness and
differentiate themselves in a highly competitive market.
Ellie Jones, Business Development Manager – Alton
Towers Resort (www.altontowers.com/conferences-and41
events)
Conference and Training Centres
larger groups at a significant advantage.
Conference Centres of Excellence is the only marketing
consortium for specialist quality venues in the UK, and
counts some of the UK’s leading venues amongst its
members. Its strengths lie in being at the forefront of
venue marketing, being innovative and forward
thinking, and the consortium’s board is made up of
venue owners and general managers who all have an
excellent insight into the current market and what the
future might hold.
Short lead-in times are the norm as there is currently
plenty of availability and over-supply in the market
place - this shows no sign of improving outside of
London. Reports from Germany, Austria and
Switzerland show a completely different picture: it’s
been suggested that they are almost back to pre-2008
levels of demand; there has not been the same level of
venue development there as there has in the UK, so
supply has remained flat over the past 5 years.
It should come, therefore, as no surprise that, as a
marketing organisation, we are continually looking to
grow our membership, in both the residential and nonresidential venue sectors, and adapt to the constantly
changing economic conditions. It’s our view that
customers are becoming confused by the myriad of
new venues opening and our research shows that they
are seeking safety in branded spaces and look to
Customers in the UK are prepared to risk space not
being available rather than signing contracts and
risking cancellation charges, with the exception of
Association clients who continue to book well in
advance of their annual conference to secure the best
space available, fix prices at current levels and benefit
from extended marketing time to promote the event.
organisations that can supply a quality product they
know they can trust at the right price with a wide
geographical spread.
We are seeing small but steady month-on-month
improvements in the corporate training market shorter more frequent courses that cause the least
Fierce competition and slow growth means venues
disruption to office work patterns are most common.
must continually innovate to win new customers,
therefore the sharing of best practice and new ideas in
a peer-to-peer environment puts those who are part of
Anthony Lishman, Executive Director, Conference
Centres of Excellence. www.cceonline.co.uk
42
Purpose-built Convention Centres
association. Integrated social media through websites
Choosing a venue for any meeting or event is seen as
or blogs is now seen by associations as a key way of
being paramount to its success. That said, choosing a
engaging with their members - creating hashtags for
convention centre for a major event means so much
events now enables organisers to measure the reach of
more. In Liverpool we are seeing the trend towards
their event content which helps to support the
decision-making based on the destination appeal in
increasing need to monitor meeting outcomes and ROI
addition to the venue, as it is considered a ‘given’ that,
against business goals.
if we are talking to a client, we can accommodate the
event and all of its requirements beyond the venue
Multi-year deals continue to give best value to an
itself. Working together with Liverpool Convention
association client, who can book many years in
Bureau, at ACC Liverpool we talk to clients about every
advance. They don’t just want the rental price: they
aspect of their event, giving them a one-stop shop and
need to justify a multi-year agreement on the total
single point of contact for every need, something
event cost, including catering, production and bedroom
association clients want in particular.
costs. This gives them clarity on the real cost saving.
WiFi has been a very prominent news item across the
‘Advantage by ACC Liverpool’ has been created to offer
global meetings and events industry resulting in many
real support to organisers. It focuses on event growth,
venues offering it free of charge, a great move, but ‘free’
managing risk, destination support and delegate
comes in many shapes and sizes resulting in further
welcome, the key factors in any event. ACC Liverpool
debate as to what free WiFi actually is, as there are
has been offering this level of service for many years as
many issues to consider. Technological advancements
we work increasingly closer with our clients. This new
now bring virtual clients to an event as live streaming is
initiative, combined with ‘At Your Service’, an initiative
being used more to engage with potential members,
that offers everything and anything a client will need
grow the reach of the event and create a new revenue
under one roof, provides clients with the sought after
stream. This trend is also extending the life of an event,
one-stop shop.
as content captured can be purchased on-demand via
Kerrin McPhie, Director of Sales, ACC Liverpool.
the web, bringing a sustainable source of revenue to an
www.accliverpool.com
43
- Appendix 4 –
Survey Sponsors
Commissioning Sponsor
Eventia
Principal Sponsor
Eventbrite
Sponsors
Accor Hotels
ACC Liverpool
Supporting Sponsors
Conference Centres of Excellence
Event Assured
Glasgow City Marketing Bureau
44
What we do:
•
raise the importance and profile of the events
medium as a key component in the marketing and
communications mix;
Eventia is recognised as the official trade body of the
•
act as a conduit for the exchange of ideas and
events and live marketing industry providing leadership
expertise in events through training, education and
and representation on important issues to Government,
events;
regulators and the corporate community. The
•
act as a centre of excellence providing commentary,
association was created in January 2006, following the
guidance and advice on all legal and other regulatory
merger between two complementary trade
issues affecting members' businesses;
associations: the Corporate Events Association (CEA)
•
act as a point of contact for corporate event
and the Incentive Travel & Meetings Association
planners seeking impartial guidance on supplier
(ITMA). The British Association of Conference
selection;
Destinations (BACD) was subsumed into Eventia from
•
January 2009.
provide
id a fforum ffor the
h exchange
h
off non-competitive
ii
information;
•
act as a central representative body to put the views
Eventia promotes the highest standards of
of the events industry to government departments
professionalism and best practice in the industry. All
and agencies, Parliament, the European
members of the association adhere to a Code of
Commission, and other relevant organisations;
Practice which governs the spirit and method of all
•
commercial activities and conduct of business.
offer networking events and introductions between
Event Organiser and Partner members;
Our Vision - To be recognised as the authoritative
•
recognise excellence through Awards programmes;
voice for the events industry
•
share & uphold standards and best practice.
Our Mission - To lead a growing, well respected and
professional events industry
www.eventia.org.uk
Our Proposition - To promote and support the
Follow Eventia on twitter: @Eventia
interests of the events industry.
45
Principal Sponsor
Eventbrite
Eventbrite is an online ticketing company that empowers
event organisers to plan, promote and sell out any
event. Eventbrite has sold over 100 million tickets
globally. Trade and consumer events, conferences,
festivals, sport races …Thousands of UK events use
www.eventbrite.co.uk to create an online presence for
Social media is a powerful driver of ticket sales. Via a
seamless integration of social media platforms within the
Eventbrite interface, Eventbrite enables event organisers
to tap into this additional distribution channel to sell more
tickets, faster, by turning attendees into promoters, at no
cost.
their event, sell tickets or gather registrations. Eventbrite
enables
bl eventt organisers
i
tto k
know more about
b t th
their
i
audience, monitor the ROI of marketing activities and
manage the entry flow on the day of the event using the
Eventbrite Entry Management app.
Eventbrite’s
Eventbrite
s experienced Account Management and 24/7
Customer Support teams offer support throughout the
organisation of your event, and ensure you make the
most of all the available tools, so your event is a total
success.
Traffic from mobile phones is increasing
fast, Eventbrite’s mobile app enables event attendees to
www.eventbrite.co.uk
discover events while on the go, buy tickets, access
information about events they are attending and keep all
their tickets in one place.
46
Sponsors
ACC Liverpool
Accor Hotels
ACC Liverpool, home to BT Convention Centre and Echo
Accor Hotels boasts an extensive brand portfolio from
Arena, is a spectacular world class venue located on the
luxury to budget, with brands such as the deluxe Sofitel
banks of the River Mersey in Liverpool.
hotels, the upscale Pullman hotels, the unique M Gallery
collection and the mid-market hotels of Novotel and
In 2015, ACC Liverpool will open the doors to Exhibition
Mercure. Accor offers its customers and partners the
Centre Liverpool. At an investment of £40m, Exhibition
know-how and expertise acquired over 45 years, which
Centre Liverpool will consist of 8,100m2 of space which
make it the world's leading hotel operator. It is constantly
will be sub-divisible into three interlinked pillar-free
developing its worldwide network across 90 countries, with
exhibition
hibiti
h
halls,
ll each
h2
2,700m²
700 ² in
i size
i which
hi h can be
b used
d
some exciting new openings planned for 2013/14 and
separately or in combination.
beyond. Singapore, Dubai and Frankfurt are just some of
the exciting locations currently in development.
ACC Liverpool is proud to support the UK Events Market
Trends Survey (UKEMTS)
www.accorhotels.com/meetings
www.accliverpool.com
47
Supporting Sponsors
Conference Centres of Excellence:
www.cceonline.co.uk
Event Assured: www.event-assured.com
Glasgow City Marketing Bureau:
http://conventions.seeglasgow.com/
48