CONTENTS 3

Foreword 6

Executive Summary 8

Chapter 1 Overview of the UK’s Events Industry The UK Events Report 2020 1.1. Introduction 16 1.2. The Value and Benefits of Events 17 1.3. Business Visits to the UK by Event 20 1.4. Delegate Spend and Trip Extensions 20 1.5. Impacts of Major Events on Hotel Performance 22 1.6. Global Economic Significance of Business Events 22 1.7. Value of Knowledge Transfer 23 1.8. Event Impacts and Legacies 26 1.9. Emerging and Future Trends in Events 28

Chapter 2 The Composition of the Events Industry 2.1. Introduction 33 2.2. Conferences and Meetings 33 2.3. Exhibitions and Trade Fairs 48 2.4. Incentive Travel and Performance Improvement 58 2.5. Corporate Hospitality and Corporate Events 63 2.6. Outdoor Events 64 2.7. Music Events and Festivals 70 2.8. Sporting Events 73 2.9. Business Travel 78

Chapter 3 The Global Competitive Landscape 3.1. Introduction 84 3.2. The Nature of Global Competition 85 3.3. UIA and ICCA Country and City Rankings 2018 86 3.4. The Global Exhibitions Marketplace 90 3.5. Travel and Tourism Competitiveness 91

Chapter 4 How Events Deliver on the UK’s Industrial Strategy 4.1. Introduction 94 4.2. The Government’s Industrial Strategy: the 5 Foundations 94 4.3. Tourism Sector Deal 97 4.4. The UK Government’s Business Visits and Events Strategy 98 4.5. The UK Government’s International Business Events Action 98 Plan – 2019-2025 4 CONTENTS

Chapter 5 Ideas 5.1. Introduction 105 5.2. The Creative Industries 105 The UK Events Report 2020 5.3. Creative Event Agencies 107 5.4. Technology and Digital Developments in UK Destinations 111 5.5. Event Technology 112

Chapter 6 People 6.1. Introduction 117 6.2. National Picture 118 6.3. Event Workforce 122 6.4. Learning and Development 126 6.5. Current and Future Challenges 133 6.6. Conclusions 134

Chapter 7 Infrastructure, Accessibility, Sustainability 7.1. Introduction 139 7.2. Infrastructure 139 7.3. Potential Infrastructure Weaknesses 144 7.4 Event Accessibility and Inclusivity 144 7.5. Sustainability in Events 146

Chapter 8 Business Environment 8.1. Introduction 156 8.2. Opportunities for Global Growth in Britain’s Events Sector 157 8.3. EIB Paper on Competitiveness 158 8.4. BVEP 2016 Research into Subvention Funding 160 8.5. DCMS Research into Subvention Funding for International 161 Business Events 8.6. VisitBritain’s Business Events Growth Programme 163 8.7. A Global Era of GREAT Business Events across Britain and 165 Northern Ireland CONTENTS 5

Chapter 9 Places 9.1. Introduction 169 9.2. United Kingdom – VisitBritain 169 9.3. England – VisitEngland 170 The UK Events Report 2020 9.4. Northern Ireland 171 9.5. Scotland 172 9.6. Wales 174 9.7. Destination Marketing Organisations (DMOs) 176 9.8. Core Cities 179 9.9. Destination Marketing Organisation Funding and Visitor 180 Taxation

Chapter 10 Business Visits & Events Partnership and the Events Industry Board 10.1. Introduction 187 10.2. Business Visits & Events Partnership 187 10.3. Events Industry Board 188 10.4. All-Party Parliamentary Group for Events 189

This report has been compiled by Tony Rogers Conference & Event Services (www.tony-rogers.com) on behalf of the Business Visits & Events Partnership, with support from BVEP Research Group lead, John Gallery of Great Potential Business Tourism Specialists (www.greatpotential.co.uk). It includes contributions from many BVEP partners and from organisations across the events sector. Design and layout by Alistair Bell, Gekko Creative Limited (www.gekkocreative.co.uk). 6

FOREWORD A Big Role for Britain’s Events Industry

The UK Events Report 2020 Michael Hirst, OBE - Chairman, Business Visits and Events Partnership

The preparation of this report, of the enormous success of the 2012 major international business and which chronicles the enormous Olympic Games held in London. governmental events. Already the scope and potential of the UK’s The boost that was given to Britain’s country has been home to major Events Industry, was started a position in the world as a leading industrial, political, commercial, year ago, but what now seems destination for hosting global medical, scientific, educational like a lifetime! events and its ability to organise conferences and trade fairs as well as and market significant cultural, leading edge motivational, cultural, and 2019 was a landmark year for sporting and business occasions, with sporting, music events and festivals. the Industry reporting direct professionalism, creativity and flair, spend of £70 billion, accounting lives on to this day. The UK possesses an unrivalled for over 50% of spend in the UK network of high quality and richly visitor economy, providing over Now, in 2020, the UK confronts not varied purpose-built event venues 700,000 jobs and generating in excess of £165 billion in trade only the impact of a pandemic but and historic buildings. These facilitated at business events. also, as it leaves the European Union, provide an unequalled array of a need to realign its commercial facilities in which to hold events. The occurrence of COVID-19 in the footprint, drive UK businesses The UK’s service suppliers and first quarter of 2020 has put all of that back to their peak and forge a new event organising professionals achievement on hold as the Events position on the global stage. Yet offer comprehensive provision of Industry has gone into lockdown and again events held in the UK will the most up-to-date technology the precise timing of its re-emergence play a critical role in achieving this and equipment for staging events. as a potent economic generator is yet and projecting the UK’s place in the Their talent for first class creative to be fully understood. world and its strengths as a nation production, marketing and logistical of stature, with strong economic and organisation is envied world-wide. The compilation of information cultural traditions. in this report shows how far the There is no doubt events in the UK Industry has come in terms of This time the very essence of why embrace every part of the economy its enormous breadth, global events are critical to the national and enhance the country’s natural competitiveness, expertise and agenda will be demonstrated to assets. That’s why this report how critical it is as part of the the full. Events facilitate trade, complements the government’s government’s industrial strategy attract inward investment and drive Industrial Strategy in which events to kick-start the economy after the exports. Scientific and medical are seen as very much part of the coronavirus pandemic. This will be events disseminate knowledge and Tourism Sector Deal, improving an unparalleled opportunity to use share research. Events drive the productivity, reducing seasonality both business and leisure events to visitor economy. They showcase and filling spare capacity. showcase the country’s abilities and innovation, bringing cultural, social resources and bring communities and commercial benefits to local The government’s International together and raise the nation’s pride communities and businesses. Business Events Action Plan further in so doing. endorses the unique role events play. And nowhere better can the UK’s The UK government is committed The last “Events are GREAT” report place in the world and its impressive to helping create new events to align was published in 2014 in the wake soft power be seen than by hosting with its key industry sector priorities, 7 to using events in order to promote and social benefits created by events travellers and attendees to events. UK businesses and their products will once again come to the fore as BVEP’s mission is to support growth and services, to attracting more it demonstrates that it remains a across the entire sector via advocacy, international events and growing welcoming and open environment networking, collaboration and a already successful events. in a new political and trading collective voice.

framework, within a fast-changing The UK Events Report 2020 This report follows the outlines of global environment dealing with the The report was compiled in what the government’s modern Industrial fallout from a once-in-a-generation seems another age, but it will Strategy. It explores ideas, people, pandemic. serve to provide testament to the infrastructure, business environment power of events to create change and places. The Events Industry This report is prepared by the and transform experiences, key responds to all these elements. Time Business Visits and Events requirements in facing and achieving and time again it has been said that Partnership. BVEP’s vision is to the UK’s future aspirations. So, just “events tick all the boxes” of a pre- support sustainable growth for as the UK’s Events industry had a eminent economic sector that can the UK’s Events Industry across its winning role in the 2012 Olympics, deliver major opportunities for the UK. diverse industry sectors. These cover it is poised to do so again, as the meetings, conferences, exhibitions, country re-adjusts to its economic So, having built on past and present trade shows, incentive travel, event and community challenges. It’s a big experiences, the chance for the hospitality, ceremonies, sporting role which the Industry is ready and United Kingdom to utilise the and cultural events and festivals as eager to take on and win decisively vitality, excitement and business well as other services provided to for the United Kingdom. 8 EXECUTIVE SUMMARY This report follows the outlines of consumer shows, sporting events, performance improvement - the government’s modern Industrial and other cultural and music events £1.2 billion*** Strategy. It explores ideas, people, all help to animate a destination • Corporate outdoor events - infrastructure, business environment which, in turn, drives more tourism, £0.7 billion**** and places. The events industry more business visitors and investors, • Total - £31.2 billion responds to all these elements. Time and students wishing to come to the The UK Events Report 2020 and time again it has been said that UK to study – whether that be in “events tick all the boxes” of a pre- the area of event management or in Leisure Events eminent economic sector that can other disciplines. • Arts and cultural events - £5.6 deliver major opportunities for the billion**** UK. Events also stimulate thought • Festivals, fairs and shows - £6.0 leadership through the sharing of billion**** Events have so much to offer UK knowledge, research and intelligence • Music events - £17.6 billion**** plc. They support the industrial that progresses scientific and • Sporting events - £9.6 strategy of the UK by positioning technological understanding billion**** Britain as a centre of commerce, and innovation. They also bring attracting companies and industries communities together, whether they • Total – 38.8 billion to do business in our country. They are united by a common geography, are also an ever-increasing export interest, cause or belief. Finally, *Source: UK Conference and opportunity as they grow into events attract international audiences Meeting Survey 2019 new territories, creating inward to the UK, who buy our products **Source: Economic Impact of investment opportunities, selling UK and services and, in many cases, Exhibitions in the United Kingdom, skills, expertise and products abroad. return with their families, boosting 2019 and complementing the UK tourism industry. ***Source: Events Are GREAT Britain Events shape a destination’s Report identity, engender creative The Economic Dimensions of ****Source: Value of Outdoor Events enterprise and stimulate the UK’s Events Sector 2018 (UK) innovation, cause positive The UK’s events industry social impact, strengthening In 2018 inbound business visits to is estimated to be worth community cohesion and the UK represented 22% of all visits, £70 billion in direct spend, contributing 8.4 million visits and heightening Britain’s soft accounting for over 50% of the £4.5 billion in spend. power. UK visitor economy There are over 5 million Britain already plays host to an impressive number of high profile In total, the UK’s events industry is inbound visits to the UK world events from major political, estimated to be worth £70 billion annually to attend a business commercial, medical, scientific and in direct spend, accounting for over event, out of a total of 8.4 educational conferences, trade and 50% of the UK visitor economy. Over £31 billion of this total is million business visits, consumer exhibitions to leading generating a spend of £3.5 cultural, sporting and music festivals comprised of business events, every year. Now there is a growing principally meetings, conferences, billion and almost 20 million appreciation by government and the and exhibitions, while almost £39 overnight stays. wider business community of the billion is contributed by leisure value and the broader economic, events, including arts and cultural Inbound business events attendees social and cultural benefits of the events, music events and festivals, are valuable visitors, spending 30% events industry to the UK. and sporting and recreational events, more on average than leisure visitors. as detailed below: 2017 research found that delegates Business events, whether meetings, from outside Europe spent £1,748 association events or trade Business Events on average, compared to £990 by exhibitions, underpin sectoral • Conferences and meetings - delegates from within Europe, and growth in the economy, attract £18.3 billion* £329 for UK delegates. Crucially, foreign direct investment, and • Exhibitions and trade fairs - delegates who extend their trip for promote expertise and knowledge £11 billion** leisure spend twice as much as those who do not. transfer opportunities. Festivals, • Incentive travel and 9

However, it would be a mistake to that will last for decades and influence overseas expected their overseas focus only on the economic benefits our communities for generations. exhibition turnover to increase over that events can bring to the countries the next twelve months. and cities of the UK, and to smaller Volume and Value of the UK towns and local communities. Events Conference Market Two UK companies, Reed and play a vital role in professional Informa, top the global rankings of

Conferences and meetings The UK Events Report 2020 development, team building exhibition organising companies, and performance improvement, attract 95.3 million delegates with significantly higher turnover community enrichment, charitable generating £18.3 billion of than any of their competitors. donations, celebrations, personal direct expenditure. enjoyment and fulfilment, and a wide Festivalisation has become a growing range of other benefits for individuals, In 2018, there were an estimated 1.48 trend and buzzword around the communities and businesses. million conferences and meetings in exhibitions and business events the UK. These events were attended sector in recent years. It derives from Events can play a major by 95.3 million delegates accounting event attendees now demanding an role in asserting Britain’s for approximately 152.8 million experience and not just an event – an international trading strength, delegate days. There was an average experience that engages, entertains of 428 conferences and meetings per and connects emotionally. It suggests highlighting components of its venue in 2018 – this was up on 2017 that trade show attendees and emerging industrial strategy, (373 events) and 2016 (419 events). visitors want to have fun and they its creativity and commercial The average event duration was 1.6 want to experience an event that is inventiveness and bringing the days. not just informative or educational country together to present its but is sociable, interactive and feels personal. intrinsic values. The UK is 5th in the latest global ICCA rankings for staging international association congresses. Incentive Travel Wider Benefits and Legacies However, in similar rankings Incentive travel programmes are of Events published by the UIA, the UK is in now back on companies’ radar, As well as the economic impacts of 9th place, suggesting that, while the with a deeper appreciation of their both business and leisure events, country is doing well, it could do effectiveness for motivating and there is now much wider recognition even better. rewarding staff and dealers. The clear of the many other benefits to connection between incentive travel accrue from hosting and staging Exhibitions Generate £11 programmes and corporate revenues conferences and other business billion for the UK Economy is proven and companies have re- events: research sharing, knowledge committed to such events. transfer, professional development, In 2018 exhibitions in the networking and relationship UK generated £11 billion in Companies are realising that building, and the attraction of spending and contributed £5.4 incentive travel programmes have an inward investment opportunities are billion in value-added to the effectiveness BEYOND sales. They among such benefits. UK economy. This activity are seeing that the growth in annual revenues that can be attributed to By attracting events from around supported 114,000 jobs in the UK a well-executed incentive travel the world, their delegates not only programme is only the tip of the bring that economic benefit that is iceberg in terms of real and lasting so vital to our economy, spending on UK exhibitions attracted over 9.1 impact and now appreciate the everything from hotels to transport, million visitors in 2018 to almost benefits of setting ‘soft’ objectives for restaurants to attractions. They bring 1,100 major events across a range of their programmes. their own global leaders and thinkers sectors for both trade and consumer to discuss, debate, learn and share. audiences. Over 178,000 exhibiting And, by doing so, they engage with companies participated in events. our own leaders and institutions Just 23 UK-based AEO members in their particular fields: medicine, organised over 1000 events outside science, technology, aerospace, of the UK in 2018-19, creating £2.17 communications, finance and many billion of turnover for these UK others - leaving that invaluable legacy businesses. Eighty-four per cent of knowledge and making connections of those UK organisers operating 10

Outdoor Events audience rose by 23% to 4.9 million In 2015, there were 2.57 In 2018, there were 141.5 – up from 4 million in 2017. million domestic overnight million visits to outdoor trips in England which A total of 11.2 million music tourists events in the UK, with a total enjoyed events in the UK in 2018 involved watching live sport, on-site and off-site spend of – up 3% from 10.9 million in 2017 3% of the total, with spending The UK Events Report 2020 £39.5 billion. The Gross Value (and compared with 6.5 million of nearly £631 million Added (GVA) contribution in 2012). Overseas visitors (music was £30.4 billion, with a full- tourists) increased by 10% from 810,000 in 2017 to 888,000 in 2018, time equivalent employment while domestic tourists accounted of just under 600,000 people for 10.3 million of the total figure (of 11.2 million), a rise of 2% from 10 Outdoor music events and festivals million in 2017. provide the greatest economic How events contribution, with the highest spend The average spend by overseas deliver on the UK’s per event visit, GVA contribution and music tourists was £851 in employment. Music and recreational Industrial Strategy events predominantly encourage 2018 – a rise of 13% on the overnight stays, supporting £750 of 2017. The figure was In 2017 the government published its Industrial Strategy. In introducing accommodation providers (including more than four times higher retailing of mobile accommodation) the strategy, the government said than the £196 average spend that, while the UK has significant as well as food, drink, travel, durable by domestic music tourists in goods and merchandise suppliers. economic strengths which can 2018 – up by 5% on the £186 be built upon, more needs to be of 2017. done to increase productivity and Attendance figures for events are not make the most of the untapped only important for those generating potential right across the country. It Sporting Events an income through ticket sales or undertook to boost productivity and secondary spend but also as an Sports tourism has been central earning power across the country by indicator of how relevant such events to the growth in global travel focusing on the five foundations of are to a person’s lifestyle and quality and tourism during the new productivity. of life. millennium. Sport also has a role to play in helping to address wider The total number of 1. Ideas – Events to be the social issues: it can help to address world’s most innovative attendances at outdoor events gender inequality and assists with sector in 2018 was 141.5 million the development of life skills such as leadership, decision making, The UK has been at the Music Events organisational and management forefront of technology The area of the live music skills. Sport can also act as an innovation and adoption for effective medium for conveying many years. This includes the industry defined as ‘music educational messages relating to tourism’ generated £4.5 billion health issues such as HIV/AIDS events industry. It is an area in spend in 2018, rising 13% awareness and malaria. that has seen rapid growth from £4 billion in 2017 in the innovation of new Major events can deliver directly, technology types and adoption The music industry’s rich and varied or act as catalysts for, wider social of both home-grown and programme of concerts and festivals impacts or environmental impacts. imported technologies. continues to attract an increasing The social impact of an event number of fans. In 2018, 29.8 concerns its effect on the people and communities around which it takes The report describes a number million people attended live music of key ways in which the events events in the UK, a rise of 2% from place and includes, amongst other things, the development of skills and industry supports and delivers the 29.1 million in 2017. Total concert government’s objectives of increasing attendance in 2018 remained level volunteering, inspiring participation and delivering satisfaction. creativity and innovation across at 24.9 million, but again the biggest the UK economy. It also shows the growth was festivals, where the total UK’s leading edge position in the 11 development and application of Human capital is the stock of skills, physical infrastructure required technology for the management of knowledge and experience that a for a 21st century events industry, events. person or workforce possesses. A there will continue to be a need for major part of event management ongoing investment, whether this is Creating events is very much part is the leadership and management to increase capacity through new or of the creative industries. Event of human resources. As an industry refurbished venues, to adjust existing creative includes the development it is important to understand the facilities to meet the changing The UK Events Report 2020 of new concepts and ideas, driven by nature of this human capital, its demands of today’s and tomorrow’s strategic insight, designed to bring advancement and flows. events, or to improve the transport a brand to life in a fresh way. From links into the UK from overseas, advertising agencies to architecture Recognition of the importance of within the UK between destinations, to broadcast media to event agencies, people to the events industry was or, at a local level, for transportation the IP (intellectual property) is demonstrated by the setting up of of event delegates and attendees in creative thinkers dreaming up a Talent Taskforce by the Events within and across individual cities. ideas and concepts that can then be Industry Board. The purpose of produced. this was to assess the skills, talent However, an Events Industry Board and human resource processes working group identified that the Event services tend to fall into two across the events industry in order UK only has two venues ‘of scale’ buckets: strategy and creative-led to produce an evidence-based which, during prime time, are almost event planning, and production-led report for ministers that would completely booked. The consensus event delivery. Today’s larger event provide key recommendations to was that this limits the opportunity agencies often offer robust services government, and the industry, to for the UK to win and expand its in each bucket, whilst smaller remain competitive on a global international base of exhibitions agencies are closely aligned to other scale. The aim is to help the events and congresses at peak times. This ‘creative industry’ companies. Event industry develop a sustainable, is replicated amongst hotel room creative includes the development competitive, highly skilled workforce, availability. of new concepts and ideas, driven by aligning with the Department for strategic insight, designed to bring a International Trade’s “Attract, Create In terms of transport and rail brand to life in a fresh way. and Grow” vision for events and infrastructure, all significant projects trade fairs in the UK. as well as new government strategy The global growth trend and the documents should take into account UK’s contribution to this have The Events Industry Board Talent event venues in their feasibility been aided by three factors: first, Taskforce survey (EIB TTF) studies/workflows. by the cultural trend of increased identified a shortage in event- technology adoption rates for events; specific skills within the workforce. 4. Business environment – second, the trend of an increase in There were five consistent areas Great growth opportunities where these shortages existed: sales UK-based innovations; and, finally, Events can play a major through the expanding trend of and business development, project London as a global technology hub. management, creatives, technical role in asserting Britain’s and client handling. Fifty-four per international trading strength, 2. People - The UK is cent of respondents believed that highlighting components of its renowned for the skills and the majority of the absence of these emerging industrial strategy, experience of its events skills sits at mid-level within their businesses. its creativity and commercial people inventiveness and bringing the As an industry, events 3. Infrastructure – The country together to present its lead to the employment of ongoing need for investment intrinsic values. over 700,000 people from Competitor countries are apprenticeship level upwards. investing in new space, both A report drafted by the BVEP in 2016 suggests that there is an in well-established event The events industry could not exist opportunity for the events industry without human capital. Despite destinations and newly to ‘position itself as an integral part advances in technology, events emerging destinations. of the broader trading nation that rely on people for their existence, needs to re-define itself with the such as the creativity and the While the UK undoubtedly has a European Union and forge new trade human empathy that they provide. good record for investing in the agreements with other international 12

markets. In other words, the future • International Delegate Growth afforded by business events. success of the UK events industry is to support the growth of Just a single business event win also inexorably linked to the longer existing business events in the can have a large, concentrated term impacts on the key industrial UK economic impact sectors it serves.’ • Government Advocacy to • Improving productivity support the UK’s business – business events are year- The UK Events Report 2020 In June 2019 the government events industry. VisitBritain round, but with high peaks of published its ‘International Business and the Department for activity in spring and autumn. Events Action Plan 2019-2025’ Digital, Culture, Media and Capacity mapping can help the Sport (DCMS) can provide events industry to fill gaps in The UK government’s vision is for Government Advocacy occupancy more effectively the UK to maintain its position (soft power) to support the • Enabling dispersal – business as a leading European country for UK’s business events sector, events activity is very hosting business events, conferences by working with cross- concentrated in London. and congresses. To do this, the government partners. English regional destinations government wants to help create new need support to be more international business events, attract Further support could also involve competitive and to access more existing events to the UK, grow the global GREAT Britain campaign, international markets our already successful events and through branding and marketing • Being the expert body retain those that might be thinking support. This campaign showcases – business events are a about leaving. the best of what the UK has to offer major priority for the UK to inspire the world and encourages government. They can also To meet these objectives, the people to visit, do business, invest act as an enabler for the Action Plan outlines the provision and study in the UK. government’s industrial of six different types of support strategy and a catalyst for trade to the business events sector: 1. The global GREAT Britain campaign and investment in priority Government Advocacy; 2. Financial is the government’s most ambitious sectors. Support; 3. Destination Marketing; international promotional campaign 4. Arrivals and Welcome; 5. Capacity ever, uniting the efforts of the public The Meetings, Incentives, and Connectivity; 6. Government and private sectors to generate jobs Conferences and Events / Exhibitions Coordination. and growth for Britain. sector is a significant contributor to the economy of Northern Ireland. VisitBritain’s Business Events 5. Places Tourism Northern Ireland’s Growth Programme forms Events help make prosperous (Tourism NI) brand proposition part of the government’s communities across the UK demonstrates what is offered to event commitment to build the buyers when choosing to meet in Northern Ireland: business events sector, VisitBritain, the tourism marketing agencies of the devolved supporting the attraction VisitScotland’s Events Directorate of international business administrations and destination marketing organisations are working is responsible for supporting and events which align with to attract and stage successful events developing Scotland’s events industry the government’s priority so that communities can benefit and its wide and diverse events industry sectors, and growing from such activity. portfolio. It focuses on three main areas: the international profile of business events in the UK VisitBritain is focussed on raising awareness with buyers and organisers 1. Building on its previous work to consider the UK for business and the legacy of 2014 to The Business Events Growth events. Together with VisitEngland, attract, sustain and develop Programme offers three types of its strategy is designed to increase major events, festivals and support: business wins to the UK and support business events and maximise the key pillars of the British Tourist their impact • Bid Enhancement & Support Authority’s corporate strategy: 2. Leading and advising the for the winning of new events industry, providing international business events • Growing value – by targeting information and training, for the UK the high spend segment sharing best practice and 13

working with the industry to Identifying the Trends that • Bigger than Oneself – acting focus on quality delivery Make a Difference on a meaningful message 3. Using events to maintain • Destination Sector Alignment An event must completely and enhance Scotland’s in Conference Bidding embody the message that international reputation, One of the important trends it stands for, and the most influencing partners to develop in recent years is the strategy meaningful, successful events Scotland’s infrastructure. being adopted by many UK will be impactful ones. Event The UK Events Report 2020 cities (along with many strategists should embrace the message of an event and Located within the Welsh overseas destinations) to align identify the right moments for Government, the Visit Wales their bidding for events with the message to come to life. Business Events team promotes the strengths of their particular Consistency is key, and event Wales as a destination for meetings, local economy. This is not just strategists will need to ensure incentives, team building, events and local industry and commerce that every detail is aligned with conferences. It provides impartial (ie. manufacturing and service an event’s message, and that and free advice on products and sector businesses) but also the participants hear the message venues across Wales that cover city, local ‘knowledge economy’, throughout. countryside and coastal locations encompassing universities, in a mix of modern, historical and research centres and institutes, • Clear Sense of Place – purpose-built facilities, supported and teaching hospitals. leveraging geography for by spectacular landscapes, incentives • Work/Life Balance deeper enrichment and accommodation options. Wellness is huge with With so much available professional meeting planners online, consumers are putting today. Diet and healthy menu additional value on the Destination marketing experiences that cannot be organisations (DMOs), often planning remain an active focus in negotiations. But wellness achieved on a computer or at trading as convention and today is much more than a home. Event strategists should visitor bureaux (CVBs), proper diet – it’s about work/ think about events that allow bring the destination to life balance. Planners believe a for exploring surroundings, healthy mind and body helps decreasing the emphasis on the marketplace, offering content to allow for adventure a ‘one-stop-shop’ enquiry enable productive participants. So yoga, meditation and and outdoor exploration. point to the conference and breathing classes for meeting event organiser. However, breaks are in growing demand, many organisations have as is spiritual exploration. now also begun to redefine • Orchestrated Serendipity their purpose, joining with Engineering and embracing other public bodies to create the unexpected for meaningful moments. Meetings and events economic development provide a unique opportunity organisations whose remit to act as an escape from covers not only tourism, but everyday, over-scheduled also investment, export and lives. Event strategists should the attraction of students and embrace and even engineer the unexpected, turning away from talent. agendas to create meaningful moments, content, and interactions that participants will value and remember. Event strategists will need to plan flexibly and curate serendipity. 14

Business Visits & Events influence favourable policies • HBAA Partnership towards the Industry. In • International Congress and The Business Visits & Events particular, to maintain Convention Association Partnership (BVEP) is an umbrella strong relationships with key (ICCA) sponsoring departments: organisation representing leading • London & Partners trade and professional organisations, DCMS, DIT and BEIS The UK Events Report 2020 • Meet in Ireland government departments/agencies e. Seek a stronger link with the and other significant influencers Creative Industries and other • National Outdoor Events in the business visits and events related sectors Association (NOEA) sector. BVEP and its partners and f. Encourage joint events • Professional Convention supporting organisations have a Management Association g. Increase the focus on shared interest in the economic (PCMA) professionalism and skills benefit and growth of conferences, development. • Production Services meetings, exhibitions, trade fairs, Association (PSA) incentive travel, corporate hospitality, • Tourism Northern Ireland ceremonies, as well as other business, Full membership of the BVEP sporting, cultural and festival events, is open to all organisations or • Visit Wales and including a range of additional representative bodies in the private, • VisitBritain public or voluntary sectors whose services provided to travellers and • VisitEngland attendees at events. primary activities are in the field of Events in the United Kingdom. • VisitScotland Membership also applies to Vision international organisations with Supporting government departments BVEP’s vision is to support divisions or arrangements which and agencies include: sustainable growth for the United represent the interests of their Kingdom’s Events Industry. members in the United Kingdom. • Department for Digital, Culture, Media and Sport Mission (DCMS) BVEP’s mission is to support growth • Department for International across the entire sector via advocacy, The BVEP Partners at the end of Trade (DIT) networking, collaboration and a 2019 were: collective voice. Access to full information on BVEP • Association of British and its partner organisations is via Objectives Professional Conference the website: www.businessvisitsande- BVEP’s objectives are to: Organisers (ABPCO) ventspartnership.com • Association for Events a. Operate an umbrella Management Education organisation to represent, (AEME) promote and further • Business Travel Association the interest of member (BTA) organisations involved in • Core Cities the United Kingdom Events Industry • Events Industry Alliance (EIA), representing three b. Advance the interests, standing, bodies: Association of Event quality, sustainability and Organisers (AEO), Association growth of the United Kingdom of Event Venues (AEV), and Events Industry the Event Supplier and Services c. Seek greater collaboration Association (ESSA) across the Events Industry • Events Industry Forum (EIF) sectors on common issues • Event Marketing Association d. Forge close links with (EMA) government departments, including devolved • Event and Visual governments where possible, Communication Association via representation that can (EVCOM) 15 The UK Events Report 2020

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CHAPTER 1 OVERVIEW OF THE UK’S EVENTS INDUSTRY 1.1 Introduction transfer opportunities. Festivals, plc. They support the industrial The UK plays host to an impressive consumer shows, sporting events, strategy of the UK by positioning number of high profile world events and other cultural and music events Britain as a centre of commerce, from major political, commercial, all help to animate a destination attracting companies and industries medical, scientific conferences, trade which, in turn, drives more tourism, to do business in our country. They and consumer exhibitions to leading more business visitors and investors, are also an ever-increasing export cultural and sporting events and and students wishing to come to the opportunity as they grow into music festivals. UK to study – whether that be in new territories, creating inward the area of event management or in investment opportunities, selling UK other disciplines. skills, expertise and products abroad. There is a growing appreciation by government and the wider business community of the value The reasons for staging business As an industry, events lead to and the broader economic, social events include opportunities to the employment of over 700,000 and cultural benefits of the events create and disseminate knowledge, people from apprenticeship level industry to the UK. Business events, stimulate learning, enhance business upwards. They stimulate thought whether meetings, association events performance, foster personal and leadership through the sharing of or trade exhibitions, underpin professional development, increase knowledge, research and intelligence sectoral growth in the economy, sales, and to address major societal that progresses scientific and attract foreign direct investment, and and environmental challenges. technological understanding promote expertise and knowledge and innovation. They also bring Events have so much to offer UK communities together, whether they 17 are united by a common geography, In total, Britain’s events industry is play a vital role in professional interest, cause or belief. Finally, estimated to be worth £70 billion development, team building events attract international audiences in direct spend, accounting for over and performance improvement, to the UK, who buy our products 50% of the UK visitor economy community enrichment, charitable and services and, in many cases, (BVEP, 2019a). Over £31 billion of donations, celebrations, personal return with their families, boosting this total is comprised of business enjoyment and fulfilment, and a and complementing the UK tourism events, principally meetings, wide range of other benefits for industry. conferences, and exhibitions, while individuals, communities and almost £39 billion is contributed businesses. The UK Events Report 2020 - Chapter 1 The growing body of research by leisure events, including arts into the UK’s events industry (see and cultural events, music events Table 1.1, Events Industry Matrix, Chapter 2) now provides a robust and festivals, and sporting and summarises the segments that make case for the scale, vitality and growth recreational events, as detailed below: up the events industry, describing potential of the sector, helping to key characteristics, geographical and gain wider recognition and support, Business Events venue preferences, typical duration, and enabling us to bid for, solicit, • Conferences and meetings - volume and value data, and their create and win new events for the £18.3 billion* principal outputs and benefits. future. • Exhibitions and trade fairs - See pages 18 & 19 £11 billion** However, in a hugely competitive • Incentive travel and 1.2.1 Charity Fundraising world with competition for events performance improvement - Events business continually growing, it is £1.2 billion*** vital that the UK continues to show a In addition to the variety of business, real hunger and drive to win events, • Corporate outdoor events - sporting and cultural events and to ensure that, having done so, £0.7 billion**** described above, there are also a events taking place on our shores Total - £31.2 billion range of ‘social’ events that are vital are given a warm and memorable to the smooth functioning of society and to the health and wellbeing of welcome, one that will inspire both Leisure Events the organisers and the attendees to individuals and of communities. • Arts and cultural events - £5.6 return to the UK again and again. Such events include, inter alia, billion**** charity fundraising events, religious • Festivals, fairs and shows - £6.0 events, personal events (birthday This chapter provides an overview billion**** and anniversary celebrations, for of Britain’s events industry, detailing instance), weddings and funerals. its value, scale, impacts and legacies. • Music events - £17.6 billion**** While these social events fall outside It highlights new and emerging • Sporting events - £9.6 the scope of this report, we should trends in events (further developed billion**** nonetheless recognise that they also for individual events segments in Total – 38.8 billion make a substantial contribution to Chapter 2). It also makes a number the UK economy in terms of the jobs of recommendations for the *Source: UK Conference and which they create and sustain and continued growth and development Meeting Survey 2019 (Rogers, A. et the revenue and taxes they generate of the UK’s events sector. al, 2019) through the spending of organisers and participants. For example, 1.2 The Value and Benefits **Source: Economic Impact of research into charity fundraising of Events Exhibitions in the United Kingdom, 2019 (AEV, AEO & ESSA, 2019) events found that the number of The events sector can be broadly such events has increased by 700% divided into two parts: business ***Source: Events Are GREAT Britain Report (BVEP, 2014) and participant numbers have events and leisure events. Business doubled since 2007, estimating the ****Source: Value of Outdoor Events events may be defined as those economic impact of this event type 2018 (UK) (2019)(Jackson, C. et al, organised by, or on behalf of, at £7.3 billion in 2015-16 (Brown, 2019) companies, trade and professional 2018). bodies, local and central government, utilities, the National Health Service However, it would be a mistake to and similar publicly-funded entities. focus only on the economic benefits Leisure events are principally that events can bring to the countries organised for participation by the and cities of the UK, and to smaller general public. towns and local communities. Events 18 Table 1.1 Events Industry Matrix

Event Type Event Characteristics / Objectives Venue Type / Organiser Duration Volume/Value Data Outputs / Benefits Location a) Business Events Meeting / Meetings are out-of-office and involve Hotels, Either organised Meetings typically In 2018 there were an Research and knowledge Conference a minimum of 10 people. Includes sales conference by an in-house last from 4 hours to estimated 1.48 million sharing, networking, meetings, training, board meetings, AGMs. centres, team or may be a day. Conferences conferences and meetings professional development, Conferences normally have a formal academic venues, contracted to last from 1-3 days, in the UK, attracting 95.3 motivation, enhanced programme with speakers. Commercial convention a professional occasionally longer million delegates, and performance conferences are developed to address centres, unique conference generating £18.3 billion of The UK Events Report 2020 - Chapter 1 Chapter - Events Report 2020 The UK ‘hot topics’, with places being sold by the venues. Urban, organiser or event direct expenditure organisers rural and coastal management locations agency Trade Fair An event at which products, services, Exhibition and Specialist In 2018 major In 2018 there were 1077 Exhibitions increase brand / Show / or information are displayed and convention exhibition exhibitions in the major exhibitions in the awareness, strengthen Consumer disseminated. Trade exhibitions to promote centres, hotels. organising UK occupied a UK (43% trade, 48% existing customer Exhibition trade and commerce are attended primarily Mostly in city companies, who venue for 4.7 days consumer), attracting relationships, generate by business visitors. Consumer shows are locations with either own the on average 9.1 million visitors, and high quality business primarily open to members of the public good transport events themselves generating £11 billion of leads, educate and inform links or may be direct expenditure and sales audiences, provide an contracted to opportunity to conduct organise for a and/or deliver market client research, and are often used to launch new products.

Incentive Incentive travel is a tool used by 4* and 5* hotels, Specialist Typically 3-4 days Estimated to be worth £1.2 Team building, motivation, Travel / organisations to motivate their staff and/ in city, rural and incentive travel and sometimes billion to the UK enhanced performance Performance or channel partners, with the objective of coastal locations and event longer Improvement improving performance at both individual management and corporate levels. The incentive trip agencies often has a conference element Corporate Hosted entertainment at major sporting Hotels, unusual Event Up to 1 day Corporate outdoor events Strengthening customer Event / events, concerts, and other high profile and sporting management were worth £0.7 billion in relationships, networking Corporate functions, and/or participation in sporting venues, agency, outdoor 2018 Hospitality or outdoor pursuits-type activities entertainment pursuits specialist venues company Table 1.1 Events Industry Matrix 19

Event Type Event Characteristics / Objectives Venue Type / Organiser Duration Volume/Value Data Outputs / Benefits Location b) Leisure Events Arts and An event where the core content is creative Indoor and Societies Wide range of Estimated to be worth £5.6 Entertainment, celebratory, Cultural and cultural in essence, such as performing outdoor events and clubs, durations, from a billion to the UK in 2018, cultural and creative Events arts, art, film, pyrotechnics, airshow, light, in exhibition venues, event few hours to multi- with such events attracting experiences, educational food, literary, historical, seasonal, religious, and convention management day 29.5 million attendances political centres, arenas, agencies unique venues The UK Events Report 2020 - Chapter 1 Chapter - Events Report 2020 The UK Music Events / An event where the core content / Indoor and Concert From a few hours Such events attracted 80 Entertainment, community Festivals programme is music, of whatever genre outdoor events organisers, music to several days and, million attendances in enrichment, economic in exhibition entrepreneurs, even, weeks 2018, with visitors spending impact and convention venues £23.6 billion centres, arenas, unique venues. City and rural locations Sporting and The main element is physical activity on Agricultural Societies and From a few hours An estimated 29.5 million Health and wellbeing, fun Recreational behalf of the majority of participants e.g. showgrounds, clubs, venues, to one day participants in 2018 with and entertainment, charity Events Highland Games, competitions, fun runs, sporting venues, charities an associated spend of £9.6 donations obstacle races, walking, sportive, wellbeing urban and rural billion locations 20

1.3 Business Visits to the UK CASE STUDY 1.1 by Event Type Economic Contribution of the QEII Centre In 2018 VisitBritain sponsored Central London events venue the QEII Centre has recorded its highest-ever an additional question on the net economic contribution to the UK of £153.1 million. This Gross Value International Passenger Survey (IPS) Added (GVA) figure is an increase of 72.6% since 2013-14, with a GVA to research carried out among visitors London alone of £117 million. to the UK in order to understand the breakdown of the business QEII’s most successful financial year to date generated gross expenditure in the

The UK Events Report 2020 - Chapter 1 visits into more detailed categories, UK of £327.5 million in 2018-19, according to its latest (October 2019) economic especially for those visiting to attend impact study, carried out by Grant Thornton. This spend covers a range of an event. Some key highlights from activities including overnight stays, subsistence and expenditure in the local the research reveal that 3.3 million economy, and is 5% higher than in 2017-18 and 71% higher than in 2013-14. visits were made to attend small and medium-sized meetings (up QEII’s visitor numbers have also increased over the past six years by 42.5% to 20 people), while almost 1.5 to 300,965 in 2018-19. This is reflected in the centre’s annual increase in million visits were made to attend turnover which, at £15.9 million, is its highest in 33 years of trading. a large meeting (21+ people), a conference, convention or congress, The number of overseas visitors to QEII has increased by 50.9% since 2013- an incentive or team-building event, 14 which, given that overseas visitors spend more in the local economy or an exhibition, event or trade than domestic visitors, is a major factor in the centre’s increased economic show. The full findings are shown in contribution. Table 1.2, which excludes the figures for business trips to the UK made Alongside its economic contribution, the report found that the QEII has also by lorry drivers, others and ‘don’t supported 3,921 full-time equivalent (FTE) jobs in the UK – a 95.9% increase knows’ (VisitBritain / International on the 2,001 estimated jobs generated in 2013-14. Passenger Survey (ONS), 2018a). Over the past year, QEII has attracted more than 400 national and international Interestingly, the VisitBritain/IPS events, including high profile events such as the Commonwealth Heads of research also shows that business Government Meeting, the Conservative Party Leadership Announcement events visitors (i.e. those visiting the and the One Young World global forum. The centre has also reinforced its UK to attend a meeting, incentive, reputation for excellence by winning a total of 30 awards since 2013, in areas conference or exhibition/event) including customer service, marketing, AV and overall best venue. spend 30% more than leisure visitors. QEII Centre Chief Executive, Mark Taylor, commented: “Our self-funded £16 1.4 Delegate Spend and Trip million refurbishment project, started in 2013, has helped us deliver a Building Extensions Valuation increase of 75.8% from £25.6 million to £45 million, along with VisitBritain research assessed supporting our repositioning campaign as a flexible events space, able to meet delegate spend at business events in and exceed the needs of our diverse client base. This report shows that, alongside the UK and described the behaviour the economic benefits QEII delivers, we are also supporting hotels, restaurants, of delegates who extend these trips retail and supply chain, and generating trade and export business stimulation and for leisure purposes (VisitBritain, knowledge sharing – an impact that can only be positive for the UK.” 2018b). This is the third economic report to be commissioned by the QEII Centre, The distance that delegates have to with the inaugural report published in 2016. The in-depth analysis of travel in order to attend a business QEII delegate data applies official data sources, industry benchmarks and event in the UK was found to be multipliers, qualitative data from interviews with key partners and modelling a major factor influencing overall to assess the impact of several major events. spend, as well as the likelihood of extending the visit for leisure. The Grant Thornton report for 2018-19 concludes that the QEII Centre remains the only dedicated conference and events centre in central London of The research was based on interviews its size. It plays a major role in the capital’s strong reputation for events and with 2,200 delegates at 84 business enables the UK to compete with other international event destinations. events across Britain between March and November 2017. For incentive Source: Fullard, M. (2019, October 7) trips, spend data was gathered by 21

Table 1.2 Type of business visits to the UK by overseas Crucially, delegates who extend their residents to attend a business event 2018 trip for leisure spend twice as much as if they had not done so, with Business Event Type Visits Nights Spend extenders spending an average £1,942 (000s) (000s) (£m) in total compared to £991 spent Meeting 1-5 people 1,923 5,592 977 without the leisure part of their trip. Meeting 6-20 people 1,411 4,372 942 Meeting 21+ people 467 2,115 349 One of the main reasons for

extending visits is that delegates The UK Events Report 2020 - Chapter 1 Incentive/team building 70 678 62 will have the opportunity to see Conference/convention/ 568 2,386 415 places they may not otherwise visit congress for holidays. This is supported by a Exhibition/event/trade 356 1,573 299 strong correlation between extending show the trip for leisure and the distance (in terms of country/continent) Training/development 490 3,225 457 from the UK. This is because the Total 5,286 19,942 3,502 further away from home a delegate Source: VisitBritain / International Passenger Survey (ONS), 2018 travels, the less likely they would be to visit the place at any other time, which in turn increases the attraction telephone and online through DMCs average length of stay (4.9 nights) of extending. The researchers also and incentive agencies covering 38 compared to other markets. Average found that destination appeal and trips and 5,263 delegates. incentive trip spend varies by region time of year played a small role of Britain: London (£2,332), Scotland in delegates’ decisions to extend, The research found that delegates (£1,518), rest of England (£1,118). with opportunity, practicality, and from outside Europe spent £1,748 proximity of family and friends being on average, compared to £990 by Regional expenditure by delegates more influential factors. delegates from within Europe, and attending international corporate £329 for UK delegates, including and association events is shown in These findings present a key expenditure on leisure extensions. more detail in Table 1.4. opportunity for those cities and Delegates from outside Europe were regions that lack awareness or also more likely to extend their stay Delegates attending events in international appeal and the research for leisure than overseas delegates Scotland spend about twice as much recommends that they should invest from within Europe, with 33% and as delegates in the rest of Britain. resources to encourage extension. It 12% of each respectively doing so. The researchers suggest that the also recommends that VisitBritain Only 2% of UK delegates extended most significant reason for the and its partners work closely with their business trip for leisure. vast difference in spend is length event organisers to ensure that of stay. Delegates to international messages around extending business Table 1.3 shows the average spend by events in Scotland stay 2.8 nights visits for leisure reach delegates soon trip type and delegate origin. on average, compared to delegates after registering but before they book to international events elsewhere their flights. International events attract much in Britain, who stay 1.8 nights on higher average spend than their average. High registration fees charged With practicality a key factor in domestic equivalents. The two main at some events in Scotland also impact the decision to extend, the research reasons are: on the average spend. However, it report emphasises the importance should also be noted that, for this of quick and easy transport between • Overseas delegates stay much research, all of the events covered in airports, accommodation and longer on average (3.7 nights) Scotland were international, with a the city, as well as highlighting to than domestic delegates (1.0 higher proportion of delegates from delegates what there is to see and do nights) overseas who are more likely to extend in the region. • International events charge their business trips and spend more. much higher registration fees For incentive trips, the average spend A breakdown of delegate expenditure per delegate is £1,893. It is highest for by category of spend is shown in trips from North America (£2,311), Table 1.5. the main reason being the higher 22

Table 1.3 Average spend by trip type and delegate origin 1.5 Impacts of Major Events on Hotel Performance Event Type Average spend per delegate The beneficial effects on the performance of local hotels when Association conference - international £1,021 major events come to town are well Corporate conference or meeting - international £856 illustrated in data supplied by the NewcastleGateshead Convention Association conference - domestic £448 Bureau, which clearly reveals the Exhibition / trade fair - international £352 The UK Events Report 2020 - Chapter 1 increases in revenue and occupancy Corporate conference or meeting - domestic £299 rates when comparing the impacts of major events against similar monthly Exhibition / trade fair - domestic £203 periods when there is no major event. Overall £613 Source: VisitBritain (2018b) Table 1.6 lists a number of major events (sporting, cultural, music) held in NewcastleGateshead and Table 1.4 Average spend by region of Britain the surrounding region between 2017 and 2019 and shows average Region of Britain that Average Spend per Spend occupancy and revenue rates the event takes place in spend per day (day per night achieved in NewcastleGateshead delegate delegates) (overnight hotels. In the table, ‘average room delegates) rate’ shows the average price paid for London £646 £191 £430 a room, based on rooms sold; Revpar England outside Lon-don £462 £120 £239 (‘revenue per available room’) is calculated by: total room revenue Scotland £1,128 £378 £396 divided by the number of rooms Wales £517 £164 £270 available, whether or not actually Overall £613 £169 £322 sold. Source: VisitBritain (2018b) 1.6 Global Economic Significance of Business Table 1.5 Average spend by category Events In 2018 the US-based Events Industry Spend category Average spend International Domestic Council commissioned a study on per delegate delegates delegates the global economic significance of Registration fee £254 £449 £160 business events in 2018, conducted Accommodation £181 £442 £73 by Oxford Economics. This was unprecedented research that could Food & drink £67 £135 £35 only be accomplished through the Shopping £46 £124 £12 collaborative efforts of the public and Local travel (excl. £24 £43 £15 private sectors to qualify the value, travel from home) influence and impact that business Evening events / £15 £32 £7 events produce throughout the entertainment world. It further enables this dynamic industry to benchmark its current Sightseeing & tours £6 £19 £1 contributions and track its future Anything else £4 £10 £1 growth. The report produced by the Overall £613 £1,265 £329 research, entitled ‘Global Economic Significance of Business Events’, Source: VisitBritain (2018b) reveals the depth and breadth of the global business events industry, in addition to its economic significance. 23

Some of the key findings of the The $1.5 trillion of total GDP a detailed questionnaire distributed research are: supported by global business events by the Vienna-based society. would rank the sector as the 14th a) Direct impacts of global business largest economy globally, larger than events (2017) The Vienna Convention Bureau the economies of countries such as estimated that, for the ESR congress Australia, Spain, Mexico, Indonesia with 20,000 delegates staying in • Number of participants: and Saudi Arabia. Based on its $621.4 Vienna for four days, an economic business events involved more billion direct GDP impact, the impact of 40-65 million euros could than 1.5 billion participants business events sector would rank as

be expected. (Association Meetings The UK Events Report 2020 - Chapter 1 across more than 180 countries the 22nd largest economy globally. International, 2018, p.6). • Direct spending (business sales): business events Table 1.7 ranks the top countries by Commenting on the study findings, generated more than $1.07 direct spending (billions US$ and Rod Cameron, executive director of trillion of direct spending, thousands of jobs). the Joint Meetings Industry Council representing spending to plan (the umbrella body for the global and produce business events, 1.7 Value of Knowledge meetings industry), said: business events-related travel, Transfer and other direct spending, such “This is confirmation of the deeper as spending by exhibitors The importance of the economic value associated with knowledge impacts of both business and • Direct GDP (gross domestic transfer delivered from professional leisure events, in terms of spend product) and employment: meetings such as the European by organisers and participants and business events supported 10.3 Congress of Radiology. It confirms the numbers of jobs sustained by million direct jobs globally what we have suspected but have such activity, has long been a key and generated $621.4 billion of seldom been able to qualify with this message of those working in the direct GDP degree of precision until Vienna and events sector. In recent years, such the European Society of Radiology • Average spending per messages have been complemented took this initiative. This will help participant: on average, £704 by those wishing to underline the associations to quantify the value was spent per business event many other benefits to accrue from proposition to future members of their participant hosting and staging such events. scientific communities. I sincerely • Top countries: the top 50 Research sharing, professional hope that other associations and countries accounted for $1.03 development, networking, inward destinations collaborate to establish trillion of business events direct investment, knowledge transfer similar value measurement as best spending, representing 96% of are among the less publicised and practice while we, as a meta industry, the global total often less recognised benefits. A seek to demonstrate our contributions 2018 study commissioned jointly by beyond those of business tourism b) Total impacts of global business the European Society of Radiology alone.” events (2017) and the Vienna Convention Bureau highlighted the value of knowledge After accounting for indirect and For further research on the impact transfer at major international induced impacts, business events of meetings and conferences, view congresses, suggesting that its value supported a total of global economic the Joint Meetings Industry Council could exceed the value of economic impact in 2017 of: resources collated by The Iceberg impact by 10:1. • $2.5 trillion of output (business project (https://www.the-iceberg. sales) org/) The monetary value of information • 26 million jobs presented at the 2018 European • $1.5 trillion of GDP Congress of Radiology in Vienna (representing contribution to amounted to €813 million, according global gross domestic product) to this study. The total was arrived at • The business events sector by adding up the professional time directly generated more spent compiling – and the research output (business sales) than funding associated with – the content many large global sectors, of 3,331 papers presented at the including consumer electronics 4-day congress, which attracted a and computers and office record 28,474 delegates. The findings equipment. were derived from a sample of 230 congress speakers who responded to 24

Table 1.6 Impact of Major Events on Hotel Performance in NewcastleGateshead Name of event Date Average hotel Average hotel Average revpar achieved occupancy room rate achieved achieved Weekend of Sport: Great North Run, Sept. 2019 £147.97 96% £153.77 England vs. Italy rugby, Velo North cycling event Year prior: Great North Run 2018 Sept. 2018 £168.17 96% £175.12 The UK Events Report 2020 - Chapter 1 Example of different weekend in Sept. Sept. 2019 £61.01 84% £72.92 2019

World Transplant Games Aug. 2019 £57.72 86% £67.19 Year prior Aug. 2018 £42.30 73% £57.72

‘This Is Tomorrow Festival’ 2019 May 2019 £92.54 91% £101.31 ‘This Is Tomorrow Festival’ 2018 May 2018 £93.84 95% £99.04 Example of different weekend in May May 2019 £57.19 71% £80.30 2019

European Rugby Championships May 2019 £161.17 97% £166.70 (Heineken Cup) Year prior May 2018 £69.66 86% £81.03

Tall Ships Sunderland July 2018 £64.74 88% £73.39 Year prior July 2017 £55.91 84% £66.51

Ed Sheeran concert at St James Park: June 2018 £118.45 98% £121.24 150,000 people over 3 nights Year prior June 2017 £48.19 68% £71.44

Rugby Magic Weekend May 2018 £134.56 96% £140.24 Rugby Magic Weekend May 2017 £116.81 96% £121.36 Same weekend in 2019 without Magic May 2019 £67.16 74% £90.64 Weekend Source: NewcastleGateshead Convention Bureau www.NewcastleGateshead.com/meet 25

Table 1.7 Direct impacts of top 25 countries Rank Country Direct spend- Direct GDP Direct jobs Total Average ing (billions impact (bil- (000s) par-ticipants spend per US$) lions US$) (000s) participant (US$) 1. United States 325.0 184.2 2,489 252,600 1,287 2. China 132.4 87.8 1,844 213,816 619

3. Germany 123.7 71.4 997 149,796 826 The UK Events Report 2020 - Chapter 1 4. United Kingdom 92.6 51.5 774 120,164 770 5. Japan 61.1 32.4 374 95,493 640 6. Canada 33.1 19.3 229 49,538 668 7. Italy 32.5 17.7 250 56,410 576 8. Australia 30.1 15.2 193 41,755 722 9. France 28.6 14.6 192 44,537 642 10. Mexico 25.4 18.1 516 31,359 810 11. Sweden 13.7 9.1 90 17,191 798 12. Spain 12.0 7.5 83 22,151 542 13. Brazil 10.9 7.6 172 30,623 355 14. South Korea 10.1 7.0 83 18,124 557 15. Argentina 9.8 5.9 108 24,319 401 16. India 9.4 4.7 143 33,879 276 17. Indonesia 6.3 3.9 104 21,431 296 18. Russia 5.4 2.9 83 14,854 367 19. South Africa 5.4 2.4 73 16,975 319 20. Turkey 4.6 2.0 37 12,734 363 21. Nigeria 4.2 2.0 52 15,224 276 22. Thailand 4.2 2.6 123 12,935 323 23. Saudi Arabia 3.9 2.3 40 8,363 466 24. Netherlands 3.8 2.0 43 5,089 743 25. Singapore 3.7 1.8 32 4,412 834 Source: Events Industry Council (2018, p.13) 26

1.8 Event Impacts and much greater attention has focused in terms of hotel rooms and cups of Legacies on the positive legacies that events coffee. Governments, in particular, Speaking at a reception held by the can deliver, although a report entitled have largely focused on what is Business Visits & Events Partnership ‘Business event legacies – JMIC Case commonly known as the tourism in October 2010, Kevin Murphy, then Study Project Report’ compiled contribution, which ignores the CEO of ExCeL London, said: by the University of Technology significant scientific and research value Sydney (UTS) on behalf of the on offer – value that directly drives Joint Meetings Industry Council economic development, creativity and “We have a rich history of creating (published May 2019), claims that innovation. Our research also shows The UK Events Report 2020 - Chapter 1 some of the most iconic and there is still a ‘significant mismatch’ that these benefits have a multiplying memorable events ever witnessed. And in how governments measure the effect.” that is all part of our unique heritage. value of business events and the It is something we as a nation excel at, true value delivered by conferences, and we are rightly celebrated for doing The three-year study shows the congresses and international trade so. And, because we are the best at it, global business event industry is shows (Foley, Edwards, Jasovska & with a hard-earned global reputation, supporting broader agendas, in Hergesell, 2019). leaders from Industries around the particular building knowledge world want to hold their events here economies, encouraging industry and bring together their greatest The JMIC/UTS report has, according innovation and enhancing minds. to the JMIC President Kai Hattendorf: community well-being. But until now there has not been a coordinated, global effort to measure So, when a medical congress comes “...formally documented a concept we and document these benefits in to London, we see thousands of the have been promoting for some time, ways that could be used to advocate world’s most talented and experienced namely that these events are all about to governments and communities surgeons and doctors in our capital, economic, academic, professional and about the important role played by sharing their knowledge and skills. community enhancement outcomes business events. The report authors When a technology conference is held and that a strategic approach to concluded that “these findings in Brighton, the brightest young stars hosting such events can pay a broad confirm that governments need to and global brands gather to discuss and important role in advancing the re-think the way they measure and their future in our city. development prospects of destinations around the world. As a result, these value the business events sector”. destinations and the governments And, when the Commonwealth Games that represent them need to re-think The report also identified barriers come to Glasgow and the SECC in their engagement with the industry to achieving lasting legacies, such as 2014, the world will watch and the and how they can best use and invest organisers neglecting to set long- legacy will remain. And that is the key in it for the overall benefit of their term objectives or look beyond word – legacy. respective communities. internal organisational goals. The researchers developed six ‘Golden By attracting events from around the What we hope and believe we have Rules’ for business events to achieve world, their delegates not only bring accomplished is to identify some successful event legacies (Foley et al, that economic benefit that is so vital to real and measurable values and the 2019, p.46): our economy, spending on everything practices that are needed to properly from hotels to transport, restaurants document them in the future. As the 1. Involve stakeholders in setting to attractions. They bring their own credibility of such measures increases, legacy agendas global leaders and thinkers to discuss, so will the prospects that governments • Stakeholders may include, for debate, learn and share. And, by doing will position them properly as key example, government, local and so, they engage with our own leaders elements in their economic and global associations, industry and institutions in their particular community development strategies.” leaders within the destination, fields: medicine, science, technology, leading researchers within aerospace, communications, finance the destination, conference and many others. Leaving that The report’s authors, UTS Associate organisers, conference bureaux invaluable legacy of knowledge Professors Carmel Foley and and venues and making connections that will Deborah Edwards, concluded: last for decades and influence our 2. Coalesce legacy design communities for generations.” “Business events have long been around problems, issues, judged under the narrow assumption opportunities In the years since Kevin’s speech, that their legacies are best measured • Identifying key industry and/ or community issues and 27

opportunities is important for a. The European Archaeology roadshow itself and promoted uniting stakeholders behind Association Conference 2015 the key public health messages legacy initiatives The European Archaeology on social media during the 3. Set legacy objectives Association Conference conference. • Legacy objectives need to be invited local companies to c. International Congress of set in order to plan for their attend, including the Glasgow- Phonetic Sciences 2015 execution. It is true that many based Scottish Universities The bid for this conference conferences will yield legacies Environmental Research Centre was led by local (conference) (SUERC). The staff from the

regardless of whether or not ambassador Professor Jane The UK Events Report 2020 - Chapter 1 they have been planned for. SUERC were invited to present Smith, a world-leading But the failure to set objectives their papers to this prestigious professor of phonetics and can mean lost opportunities group of archaeologists from sociolinguistics, who has making a difference across Europe and this, in spent the last 20 years using turn, provided a platform for 4. Execute legacy plans Glasgow as her research business to take place. SUERC • Once objectives have been platform to study the changing secured a contract with the set, there must be a plan for landscape of the language. Bulgarian Academy of Science ensuring the legacies are The bid and delivery team which commissioned a brief realised. Planning for the for the conference consisted to carry out a commercial evaluation of legacy outcomes of a consortium of Scottish radiocarbon dating service. is essential universities including the Without the conference University of Glasgow, the 5. Evaluate legacy outcomes taking place in Glasgow, the University of Strathclyde in • Different outcomes call commercial opportunity Glasgow, Queen Margaret for different methods of would have been missed. University in Edinburgh and evaluation. Methods of data It is worth recognising the the University of Edinburgh. As collection and analysis are benefits to local industry that a a direct result of the conference, set out in the appendix of conference brings, specifically relationships across the four the report. Partnering with a to local companies who do partner universities have research specialist (university not normally follow a meeting produced a new framework or consultant) is an excellent when it moves from city to for working collaboratively, a idea city but can benefit greatly by formula which will be adopted 6. Disseminate legacy outcomes the meeting being ‘on their for future academic projects. widely d o o r s t e p’. • Legacy outcomes should be b. Diabetes UK 2016 communicated widely. The Diabetes UK Professional Conference was held at the Glasgow Convention Bureau has SEC from 2-4 March 2016 developed a bespoke research model and, alongside the conference, designed to report the key impacts Diabetes UK held a ‘Know Your of conferences taking place in the Risk’ roadshow in the heart of city, championing the importance the city. The roadshow helped of legacy (Glasgow, 2016). Glasgow 250 people to find out their risk recognises the growing interest of Type 2 diabetes with 33% of from the meetings industry on these being referred to their GP. monitoring and profiling the impact Members of the public could and legacy from meetings and how visit the roadshow to find out that positively influences society, their risk of Type 2 diabetes, academia and industry in the host free of charge, by answering city. It contributed to the JMIC study some simple questions and on legacy initiatives summarised having their height, weight and above. It has also produced a number waist measured. Then the on- of case studies to highlight the site dietitian was available with beneficial impacts of events held in materials to help people reduce the city, including: their risk where possible. The team at Glasgow Convention Bureau also got involved at the 28

1.9 Emerging and Future • Silent conferences – business traveller. Marketers Trends in Events participants will be able to tune will place ever-greater value Research specialist Fast Future in to every parallel session via on knowing how participants (Talwar, Wells, Whittington, Koury their personal devices and listen spend their time, where they and Kalle, 2018) identified a number through their headphones visit, who they talk to and of key driving forces shaping the from wherever they are in how long for. Of course, this future of events over the coming a venue. So, if the current might all seem very intrusive 5-year period. It suggested that there session doesn’t appeal, you can and so it would need to be simply switch to listen to or the choice of the individual

The UK Events Report 2020 - Chapter 1 is ‘potential for massive change and a need to re-think how the sector watch another parallel session attendee as to whether they operates. Many developments have without leaving your seat were tracked or not. For event the potential to become major • Events will have an venues, large exhibition spaces industry trends.’ Such developments increasingly interdisciplinary might provide the perfect and changes include: focus – in many sectors, venue for IoT vendors to set up participants will tire of hearing demonstrations and smart city simulations • Business model the same industry speakers experimentation – in a world and vendors saying roughly • Circular economies and zero where new charging models what they said last year! In waste – the events industry are proliferating, there will be the search for inspiration to will come under growing a growing pressure on events maintain attendance levels, pressure and take greater action to bring greater creativity to organisers will invite inspiring to alleviate food, energy and bear. From paying based on people from different fields, water waste. Scientific studies the perceived value and seat arts, science, music, business, have shown that the earth’s auctions through to pay per education, or engineering ecosystems are weakening session and results-based to share their ideas with due to inefficiencies in charging – the sector will be participants. The convergence, current economic structures exploring a range of different between people coming from and distribution systems. attendee payment ideas different fields, will contribute Events that put into practice to more creative solutions for the principles of circular • Robot realms – events will the complex problems of the economies and zero waste, make greater use of robots future philosophies that encourage as mobile customer service reuse and discourage over- assistants, kitchen staff, baristas, • Stress centres – concerns over consumption, might have a waiting staff, security guards our mental wellbeing are rising powerful role to play in the and porters. We’ll also see more across society and workplace future where natural resources, robots featuring presentations stress is reaching epidemic even food, could be in short and even delivering them. levels in some sectors. Events supply Within facilities, we might will start to include facilities see drones capturing videos where participants can talk • Paradise unplugged – some of the sessions, transporting discreetly to counsellors and events will be elevated to goods and even moving people therapists about their issues a luxury experience with between sessions • Big Brother – events that technology-free policies that demand unplugging, • #metoo charters – positive gather large numbers of disconnecting, powering action will be taken in the participants could become down and ‘off-gridding’ for wake of the harassment and attractive to proponents everyone. Events will set a tone assault cases make public in of the growing Internet of of intimacy and authenticity 2017. Codes of conduct will Things (IoT) and smart city by discarding free Wi-Fi and appear covering behaviour movement. Attendees of large discouraging event hashtags, at events, participants will be events might earn rewards, for example. The venues would asked to sign these to confirm discounts or actual money for provide a facility at check-in their adherence. Reporting agreeing to use tracking devices where participants can drop off of incidents will be made during business conventions, their devices for the day and easier and more discreet, and conferences or festivals. unplug, putting a total focus on offenders’ organisations will Attendee data would provide the experience at hand. be notified immediately when key insights to exhibitors, and such issues arise non-participating marketers, for example those aiming at the 29

CASE STUDY 1.2 Research among participants to the 2016 Hay Festival Hay Festival 2016 found that: The Hay Festival, held in the small Welsh town of Hay- on-Wye (population 1,500), is one of the world’s top • 96% of visitors ‘will definitely return’ literary festivals. It brings together writers from around the world to debate and share stories in the beauty of • 89% agreed that the Festival ‘has a positive the Welsh Borders. Hay celebrates great writing from impact on the local economy’ poets and scientists, lyricists and comedians, novelists and environmentalists, and the power of great ideas to The research also elicited that: The UK Events Report 2020 - Chapter 1 transform our way of thinking. Two former US Presidents have visited the Festival: Bill Clinton in 2001 and Jimmy • Spectators attended for an average of 3 days, Carter in 2008. each spectator generating an average of 4 bednights

In 2016 the Festival lasted 11 days and generated £20.6 • Spectators had an average daily spend (non- million of direct economic impact for Wales. It enjoyed a accommodation) of £77, and an average spend on total spectator attendance of 246,000 from 82,000 unique accommodation of £54 per bednight (per person) visitors. The 2020 Hay Festival will be held from May 21 – 31. The Festival runs an ‘Academy’ programme for journalism and events students to work alongside industry professionals. Main source: www.eventimpacts.com/research

The article concludes: seeing a radical evolution in their to be braver in providing workforce. Mobile and remote the space and tools for that “A powerful combination of working, multi-generational teams, engagement. economic, social, technological and and the transparency required in the 2. Extend beyond the event – all environmental factors is ahead glare of social media mean businesses engagement activity needs of us. For major events, festivals have had to evolve, and move from to reflect the multi-faceted, and conferences, this will require a command-and-control to connect- multi-screen, always-on fundamental rethink of all aspects and-collaborate.’ communications landscape. of what is done, and how. Looking Engagement starts before the ahead and taking action quickly will He goes on to describe how the event and continues afterwards, be essential to avoid the risk of falling changing nature of business and so we always aim to be creative behind. The changes coming our a new direction from innovative with formats to recognise way will provide opportunities for leaders needs to be reflected in events events as a part of an ongoing innovation and the potential to get and he puts forward six ‘lessons’ engagement programme. We ahead of the competition.” that his company has learned to help many clients to create create more participation, increase eclectic formats to suit the In a Raconteur supplement for engagement and deliver greater audience environment. For the Times newspaper (Lidstone, commercial effectiveness. They are: example, we often encourage 2019, p.7), Russ Lidstone, group the capture and broadcast of chief executive of The Creative 1. Move from ‘Inform’ to film content from meetings, Engagement Group (parent group of ‘Involve’ – companies have so our in-house hybrid events division WRG), explains how to think much more about broadcast team can engage events are evolving to reflect a new what an audience wants to those unable to attend, plus culture of business. He writes: get out of the event. Delegates create thought-leadership ‘Events ought to be inspiring, don’t want to be lectured, they content to support local and immersive and provoking. When want to be involved. I often global post-event online media done well, they can utterly change say employees now work with campaigns. Businesses can see the way an organisation is perceived their companies, not for them; the impact of the content well and impact how engaged stakeholders so transparency and two-way after the event has finished and behave. communication are at the heart engage with a larger audience, of the way we plan meetings. regardless of whether or not Like all companies, the blue-chip Therefore, businesses need they attended. This drives organisations we work with are participation and extends 30

reach, ultimately delivering time. While event apps have client, we delivered workshops greater return on investment. become standard, increasingly on sleep management which 3. Use physical space to we are supporting clients to demonstrated the importance strengthen experience – the use RFID (radio-frequency of wellbeing in the workplace. physical environment for identification) and anonymised 6. Bigger speakers, smaller stages events increasingly needs facial recognition camera – clients value meaningful to put people into the right tracking technology to track content over potentially mindset to receive content and delegate movement. This vacuous, shiny production with enables us to analyse data and

The UK Events Report 2020 - Chapter 1 experience messaging, rather bells and whistles. This means than just hearing it. After all, adjust environmental flow or having compelling speakers they can listen online. Thinking layouts in real time. matters more than ever, but about the physical flow of your 5. Talk to the ‘real self’ – you also need to make the most event and how delegates are alongside the business- of them. Rather than simple going to navigate the agenda orientated agenda, delegates podium-based broadcasts, we or floorspace, as well as the use are increasingly keen to learn encourage a compelling mix of touch, taste and smell, can and experience new ways of of keynotes, fireside chats, have a huge impact on their thinking about themselves panel discussions and huddles, experience. and bringing their real alongside off-site business 4. Let technology facilitate selves into the corporate visits. This requires a more real-time agility – an environment. This means agile approach, combined integrated solution for clients providing breakouts or content with exemplary production incorporating responsive that also recognises their life discipline. technology enables us to beyond the organisation. For adjust live experiences in real example, for a healthcare

CASE STUDY 1.3 • 181 bookings were for events held on a Monday, Moneypennies’ Event Data 160 for events on a Friday, 64 for Saturday and 58 for Sunday Moneypennies is a Brighton-based supplier of high quality data on UK event organisers, tracking the staging • A total of 408 individual venues received bookings, of annual conferences, exhibitions and award ceremonies including convention centres, conference centres, by 1200+ organisers (500 corporate and 700 association). and hotels. It also works with UK and European venues as well as • 141 of these venues are in London and include event industry suppliers to help fill availability. Its work venues such as historic, iconic and sporting venues includes researching the confirmed booking status for as well as convention centres, conference centres, a calendar year of annual conferences, exhibitions and and hotels. The following London venues (in awards, and maintaining detailed buying profiles for the alphabetical order) received the highest number of organisers of these events. bookings in 2019: • etc. venues Data for the 2019 calendar year provides some valuable • Grosvenor House insights into booking activity by event organisers: • Hilton London Bankside • Leonardo Royal • Of the 1700+ events tracked by Moneypennies, • Marriott Grosvenor Square 1400 are annual conferences and awards • Park Plaza ceremonies, and 300 are exhibitions • Royal Lancaster London • 740 of the events have a duration of more than 24 • The Brewery hours • Tobacco Dock • 900 of the 1700+ events were booked into London As the events being tracked are annual events, it is venues; a further 400 were booked in Birmingham, anticipated that the pattern for 2020 bookings will be Manchester, and other parts of the UK similar. • 100 events were booked into Europe and New York For more information: http://moneypennies.biz/ 31

1.10 BVEP Manifesto 2. Growing infrastructure, key sectors (e.g. scientific Recommendations enabling greater access and research, agriculture and the In advance of the 2019 General increasing investment creative industries). Election, the Business Visits & a. Undertake a comprehensive 4. Avoiding greater regulation Events Partnership published review of event venues to a. Make movement of people (BVEP, 2019) ‘A Manifesto for assess supply constraints engaged in the events Britain’s Events Industry’ under against potential future sector as easy as possible, the title ‘Events Deliver Growth, demand to enable the UK to recognising their unique

Jobs and Opportunities’. The compete with international creative, logistical, marketing The UK Events Report 2020 - Chapter 1 Manifesto contains a number of competitors and service skills, ensuring recommendations designed to b. Help attract investment the UK’s creative and further support and develop the for new event venues and production talents are not UK’s events industry with the overall additional capacity to existing impeded from operating aim of making Britain ‘the leading infrastructure, by offering world-wide and that the UK European country for staging events’. fiscal incentives and relaxing can attract those same skills The recommendations fall under planning regulations to speed and talents from overseas five broad headings and are detailed up new developments b. Ensure no additional below: c. Ensure that any policy to bureaucracy in transferring free up public land includes goods and business 1. Working Together to enhance local economic activity samples to conferences and the UK’s position as a leading considerations such as exhibitions in the UK and European country for hosting multi-event venues and overseas events the wider use of fixed term c. Recognise the value to a. Increase resources across temporary structures Britain’s economy of government departments, d. Provide local authorities business visitors attending government agencies, with adequate resource to business events in the UK, and within the devolved offer subvention, where by facilitating their visits administrations dedicated to appropriate, and provide and not imposing any undue growing the value of events city-wide support, to or onerous travel and entry held in the UK include marketing, security, restrictions b. Implement the UK dedicated infrastructure, d. Reduce the cost and Government’s International improved accessibility and procedure for visa issuance Business Events Action Plan integrated transportation. to business travellers. to facilitate a comprehensive 3. Creating a more competitive 5. Supporting the Industry in package of Government tax regime driving forward its skills agenda advocacy, cross-Government a. Reduce VAT levels on department working, a. Support the accommodation, conference supported by an augmented recommendations of the and event services in Events Growth Programme Events Industry Board line with international Talent Taskforce Skills c. Create a strong partnership competitive levels Report with the Department for b. Reform the Tour Operator International Trade by b. Establish SIC and SOC codes Margin Scheme to re- placing the use of events as to enable analysis of the introduce a B2B opt-out a central part of industrial industry’s workforce option strategy, international c. Support the establishment trade development, inward c. Provide tax incentives for of an independent Event investment and business hosting overseas buyers and Skills Body conference attendees where growth d. Help promote the Events events are designed to create d. Incorporate the events sector Industry as a desirable and support export-led into the Creative Industries career. trade and inward investment strategy promoting the opportunities use of Britain’s creative A number of these issues and d. Reduce Air Passenger Duty. talent and event organising recommendations are explored and services to be exported e. Safeguard funding currently developed further in this report. worldwide. provided by the EU in 32 References

AEV, AEO & ESSA (2019). Economic Impact of Glasgow City Marketing Bureau (2016). Glasgow – the Exhibitions in the United Kingdom, 2019. Retrieved voice of next generation conference legacy. Retrieved from https://www.aeo.org.uk/_media/Research-reports/ from https://www.glasgowcityofscienceandinnovation. EIA-Economic-Impact-Study.pdf com/news/587-glasgow-the-voice-of-next-generation- conference-legacy Association Meetings International (2018, December). Value of knowledge at medical congress ‘close to £1bn’, Hattendorf, K. (2019, June). ‘Significant mismatch’

The UK Events Report 2020 - Chapter 1 report finds. AMI magazine. Retrieved fromhttps:// in how governments measure business events. Article amimagazine.global/magazine/ami-december-2018/ on business event legacies – JMIC Case Study Project Report. Retrieved from https://www.c-mw.net/ Brown, T. (2018). Charity Fundraising Events – An significant-mismatch-in-how-governments-measure- understated domain. The changing landscapes of charity business-events-and-their-true-value/ fundraising event management processes, contexts and ‘communities’ in the United Kingdom (Doctoral Jackson, C., Blake, A. & Hibbert, J. (2019). Value dissertation). University of Chester, United Kingdom. of outdoor events 2018 (UK). Retrieved from Retrieved from https://chesterrep.openrepository.com/ Events Industry Forum website https://www. handle/10034/621386 eventsindustryforum.co.uk/index.php/contributing- billions-to-the-uk-economy BVEP (2014). Events Are GREAT Britain. Retrieved from www.businessvisitsandeventspartnership.com Lidstone, R. (2019, May). New age of business events is here. Business Events and Hospitality. Raconteur, BVEP (2019). Events Deliver Growth, Jobs p7. Retrieved from https://www.raconteur.net/events- and Opportunities – A Manifesto for Britain’s hospitality-2019 Events Industry. Retrieved from www. businessvisitsandeventspartnership.com NewcastleGateshead Convention Bureau (2019). Impacts of Major Events on Hotel Performance. Unpublished. Event Impacts (2016). Hay Festival 2016. Retrieved from www.eventimpacts.com/research Oliver, S. (2019, October). Moneypennies’ Event Data. Unpublished. Events Industry Council & Oxford Economics (2018). Global Economic Significance of Business Events. Rogers, A. & Smith, R. (2019). UK Conference and Retrieved from https://insights.eventscouncil.org/ Meeting Survey 2019. www.ukcams.org.uk Portals/0/OE-EIC%20Global%20Meetings%20 Significance%20%28FINAL%29%202018-11-09-2018. VisitBritain / International Passenger Survey (ONS) pdf (2018a). Understanding business visits. Foresight, issue 172. Retrieved from https://www.visitbritain.org/ Talwar, R., Wells, S., Whittington, A., Koury, A. & Calle, sites/default/files/vb-corporate/Documents-Library/ H. (2018, April). Everything changes. Stand Out, pp.21- documents/foresight_172_-_understanding_business_ 22. Retrieved from https://standoutmagazine.co.uk/ visits.pdf april-2018-issue/ VisitBritain (2018b). Business Events Research. Delegate Foley, C., Edwards, D. Jasovska, P. & Hergesell, A. (2019). spend and trip extensions. Retrieved from https:// Business event legacies. JMIC Case Study Project Report. www.visitbritain.org/sites/default/files/vb-corporate/ Retrieved from https://www.the-iceberg.org/wp-content/ Documents-Library/documents/England-documents/ uploads/2019/07/JMIC-Business-Event-Legacies_Print- report_business_events_research_modules_1_3_final. version.pdf pdf

Fullard, M. (2019, October 7). QEII Centre’s economic contribution revealed. Conference News. Retrieved from https://www.conference-news.co.uk/news/qeii-centres- economic-contribution-revealed CHAPTER 2 THE COMPOSITION OF 33 THE EVENTS INDUSTRY

2.1 Introduction This chapter will, therefore, cover: of ‘agency’ or intermediary to assist This chapter examines in detail them in the staging of their events. the individual segments that make 1. Conferences and meetings up the events ‘industry’, looking at 2. Exhibitions and trade fairs The term ‘corporate’ is used to their key characteristics and trends, describe conference organisers

3. Incentive travel and The UK Events Report 2020 - Chapter 2 (often called meeting planners) who volume and value data, innovative performance improvement practices, and any issues affecting work for corporate organisations. future growth. 4. Corporate hospitality and Corporate organisations are corporate events companies established primarily to The business to business (B2B) 5. Outdoor events generate a profit and thus provide events sector can be characterised 6. Music events and festivals a financial return for their owners, whether these are the proprietors as extremely dynamic and an arena 7. Sporting events of a family-run business or the that embraces a wide spectrum of 8. Business travel live events providing creative and shareholders of a large publicly valuable solutions for corporate quoted company. customers. Solutions that show The Events Industry Matrix, Table events are now used very much 1.1 in Chapter 1, summarises The term ‘association’ organiser as experiential brand experiences the segments that make up the or buyer covers those representing delivering powerful and effective events industry, describing key a wide range of organisations, marketing and communication characteristics, geographical and including: messages. venue preferences, typical duration, volume and value data, and their • Professional or trade principal outputs and benefits. Business events also cover those associations/institutions events organised by membership (whose members join because organisations (trade and professional 2.2 Conferences and Meetings of their employment) associations, institutes and societies, 2.2.1 Definition and • Voluntary associations and trade unions, for example), by Background societies (whose members join academia, and by public sector In common with other industries, primarily to further an interest entities such as government the conference and meetings industry or hobby) departments, local authorities, and comprises ‘buyers’ and ‘suppliers’. • Charities the National Health Service. The buyers in this case are conference • Religious organisations organisers and meeting planners The events organised range from who buy or, more accurately, hire • Political parties off-site board meetings and company conference venues and related • Trade unions. AGMs to association meetings, services in order to stage their events. large scale medical and scientific Associations are formed and symposia and congresses, and major Most people within the conference operate at different levels. Many exhibitions and product launches. industry refer to two broad types of are purely national and restrict buyer: ‘corporate’ and ‘association’. their memberships and their The travel associated with business There are also ‘public sector’ activities to one particular country. meetings and events also forms buyers who may be regarded as a But, and perhaps increasingly an essential component of the live discrete group, rather than being in our global, shrinking world, events sector. subsumed within the ‘association’ these national associations are category. There is also a category establishing links and relationships However, the events sector is not of risk-taking, entrepreneurial at a continental level to form bodies confined to business to business conference organisers (also known as with memberships and spheres of events. There are also business to commercial conference organisers) influence at this wider, regional level consumer (B2C) events as well as an who put together a conference and (e.g. the European Federation of array of leisure events ranging from hope to be able to attract sufficient ….or the Asian Association of ….). sports to music to other cultural delegates for the event to be In other cases, truly international events, both indoor and outdoor. profitable. All of the above may also associations exist whose members are employ the services of various kinds drawn from all corners of the world. 34

The public sector (sometimes and then plans and produces a 2.2.2 Key Sectors of the referred to as ‘government’) conference at which the topics can Economy for Meetings and has much in common with the be presented, discussed and debated Conferences association sector (and indeed, for by high profile speakers and experts. While meetings and conference research purposes, is often subsumed The entrepreneur aims to sell activity is to be found in all within data for the association places at the conference to anyone industry sectors, those which have sector), covering organisations interested in paying to attend. traditionally been prominent in such as local authorities, central generating such activity include: government departments and

The UK Events Report 2020 - Chapter 2 The suppliers to the conference and agencies, quangos, educational events sector include a multiplicity • oil, gas and petrochemicals bodies, and the health service. of organisations, ranging from • medical and pharmaceuticals conference and event destinations The fourth type of buyer is one and venues to specialist agencies • computing/IT and whose role is essentially that of an and contractors, accommodation telecommunications entrepreneur operating within the providers, transport companies and a • automotive manufacturing and conference sector. In other words, myriad of niche operators. other manufacturing someone who identifies ‘hot topics’ • financial and professional in the business or academic world services • food, drink and tobacco • travel and transport. Table 2.1

Estimated volume of the conference and meeting market New industries and technologies Non- Staying – Staying - Total expected to be important drivers staying destination residential of future meetings and conferences include: Delegates (m) 63.0 11.1 21.1 95.3 Delegate days (m) 92.0 16.2 44.6 152.8 • Creative industries, art, Delegate 6.8 2.9 8.6 18.3 architecture & design, expenditure (£bn) marketing, media, film, Share (% of market) photography, music and the arts, publishing Delegates (%) 66 12 22 100 • Renewable energy Delegate days (%) 60 11 29 100 • Robotics Delegate 34 17 49 100 expenditure (%) • Biotechnology & specialist sciences • Electronic currency & finance • Education – distance learning – Figure 2.1 virtual universities UK Conference and Meeting Market - • Security. Estimated delegate spend (£bn) 18.3 2.2.3 Volume and Value of the 17.1 UK Conference and Meetings 16.8 16.6 16.5 Market The ‘UK Conference and Meeting Survey’ (UKCAMS) (Rogers & Smith, 2019) provides crucial market intelligence on the UK meetings and conference sector, covering volume and value and key trends data from a supply-side or venue perspective. The research is based on a UK conference 2014 2015 2016 2017 2018 venue universe of an estimated 3,500

Source: UKCAMS 2019 Report primary venues ie. those venues for 35 which meetings and conferences respectively), although it should be numbers of events per venue. form a significant part of their noted that, in the case of purpose- Conference / training centres and revenue and which are proactive in built centres especially, these are unusual / multi-purpose venues are promoting their meeting facilities in often larger, multi-day events. the next most important groupings, the marketplace. UKCAMS has been accounting for 19% and 18% undertaken annually since 1993 and, Over half of events (58%) took place respectively of event market share. as well as volume and value data, in hotels in 2018 – this reflects both UKCAMS highlights key market the large number of hotel venues Figure 2.2 shows the number of trends identified by venues.

(they represent 52% of venues) events per venue as a percentage of The UK Events Report 2020 - Chapter 2 and also their higher than average all venues. Some of the main findings from the 2019 report, based on UK venues’ Figure 2.2 performance in the calendar year 2018, are summarised below: No. of events per venue (% of all venues)

2.2.3.1 Overall Volume and Value of the UK Conference 601-1000 events 1000+ events and Meeting Market 14% 13% In 2018, there were an estimated 95.3 million delegates accounting for approximately 152.8 million delegate 401-600 events days – see Table 2.1. These delegates 13% generated an estimated £18.3 billion 1-100 events of direct expenditure in venues and 28% the wider destination – see Figure 2.1. 201-400 events 2.2.3.2 Average Number of 16% Events per Venue Figures for all venues are 101-200 events based on weighted data There were an estimated 428 16% (Sample = 369) conferences and meetings per venue Source: UKCAMS 2019 Report in 2018. This was up on 2017 and above the average for the last decade (382 events). Figure 2.3 Share of events market by venue type (% of events) The most common number of Figure 2.3 shows the share of the conference and meetings market by different events achieved by venues was 100 or types of venue. fewer – 28% of venues achieved this in 2018. This was the same as 2017 (28%). Unusual / Academic multi purpose 4% The proportion of venues hosting 18% more than 1000 events a year was up on 2017 (13% compared to 8% of venues). Conference / Conference and training centres Hotel training (640 events) and hotels (453 events) 58% 19% hosted higher than average numbers of events. Purpose built 1% Purpose-built centres and unusual / multi-purpose venues tended to host the least number of events (an average of 230 and 245 events Source: UKCAMS 2019 Report 36

2.2.3.3 Levels of Residential Some of the key findings of the 7 months and 56% of corporates and Non-Residential Business research include: organised events within six months. In 2018, two-thirds (66%) of conference business was undertaken 2.2.4.1 Budgets and Budgeted 2.2.4.3 Top UK Destinations on a non-staying basis (i.e. with no Delegate Rates 2017-2018 stay either at the venue or in the Both the corporate and association London remained the most used destination). sectors showed an increase in average destination for both corporate and daily delegate rates, compared with association sectors, with Birmingham

The UK Events Report 2020 - Chapter 2 In terms of conference business that the previous year. Average daily in second position and Manchester was overnight, delegates tended to budgeted rates for associations rose third, followed by Leeds in fourth stay at the venue in question. About a to £51.78 from £43.62, and for the position (from seventh the year fifth (22%) of conference business in corporate sector were £58.71 from before) and Glasgow in fifth 2018 was residential. £52.39. This can in part be explained place. The report states that ‘the by venue choices as city centre hotels, strong influence of infrastructure, The pattern was the same as 2017. residential conference centres and accessibility and general appeal luxury venues were the most popular is clear together with universities Figure 2.4 shows the levels of venue types. with influential academics and residential and non-residential ambassadors for associations. The meetings and conferences as a 24-hour delegate rates also increased, high presence of corporate players proportion of all business. from £127.55 to £135.62 for in individual destinations also associations and to £157.21 from influences their position in the chart’. 2.2.3.4 Event Size £151.05 for corporates. However, these results were based on a 2.2.4.4 Preferred Venue Types Most events (66%) had 50 delegates relatively small sample as just 28% of or fewer – the majority of these were City centre hotels remained the associations and 34% of corporates most popular venue types, with both for fewer than 20 delegates. The organised residential events. average event size was 72 delegates. associations and corporates, followed This was the same as 2017. by dedicated conference centres and Annual budgets also increased luxury venues. Multi-purpose venues from £131,151 to £160, 043 for and unusual venues were also more Approximately 6% of events had associations and from £188,043 to popular than in previous years – more than 200 delegates. £191,346 for corporates. Predictions perhaps due to the rise in experiential for the twelve-month period to events. Universities/academic venues 2.2.4 UK Corporate and October 2019 were very different and purpose-built convention Association Meeting Planner for the two sectors with corporates centres were more popular with the Research anticipating an increase of +7.5% association/not-for-profit sector. Research among UK corporate and associations a decrease of -7.5%. and association meeting planners 2.2.4.5 Key Factors is published by CAT Publications 2.2.4.2 Duration of Events Influencing Venue Selection as the ‘British Meetings and Events 84% of both corporate and The top factors influencing the Industry Survey’ (Meetpie.com, association sector respondents said choice of venue continue to be 2018). The 2019 report (covering that the duration of their events access, location and price. Capacity the twelve-month period to October had not changed. Although not and quality of conference facilities 2018) had 174 respondents from the asked specifically in the 2019 BMEIS were both more important than in corporate sector and 175 from the research, the average duration of the previous year. association or ‘not-for-profit’ sector. events has previously been around The latter were comprised of: 1.5 days, with many events non- 2.2.4.6 Top Ten Factors residential. Contributing to a Successful • 58.3% professional and trade Event for Delegates associations and institutions 2.2.4.3 Lead Times The chart (Figure 2.7) illustrates that • 12.0% government or public The average lead time for the production of interesting events sector organisations associations was nine months with relevant content was rated most • 29.7% other not-for-profit although 32% of respondents were highly as contributing to success by organisations such as charities, organising their events with lead both sectors. Perhaps surprisingly, political parties, religious times of more than 12 months. For the quality of service and of food groups and trade unions. corporates, lead times averaged were viewed as less significant. 37

Figure 2.4 Figure 2.6 Key factors Levels of residential and non-residential business influencing venue selection (% of business) In this Figure the upper bars indicate corporate respondents and the lower 10% 12% 11% 13% 12% bars association respondents.

Access 60.7 % (road, rail links) 61.7 %

23% 23% 20% 22% 22% Location 54.8 % (area of country) 63.1 % The UK Events Report 2020 - Chapter 2 45.2 % Price/value for money 64.4 %

Capacity of 43.7 % conference facilities 42.3 % 33.3 % Availability 27.5 % 67% 65% 69% 66% 66% Quality of conference 31.1 % facilities 22.8 % 17.0 % Free WiFi 26.2 % 21.5 % Quality of service 16.1 % 23.0 % Quality of Food 2014 2015 2016 2017 2018 12.8 % Not overnight Overnight at Venue Style of venue that 18.5 % suits organisation Overnight in the destination 12.1 % Previous experience 13.3 % Source: UKCAMS 2019 Report of venue 16.1 % 11.9 % Parking on site Figure 2.5 14.1 % 8.9 % Cleanliness of venue Top UK destinations in 2017-2018 16.1 % In this Figure the upper bars indicate corporate respondents and the lower Dedicated technical 8.1 % bars association respondents. The percentages show what proportions of support 8.1 % Internal/external 11.9 % corporate and association buyers used the listed destinations in 2017-2018. percetptions of the venue and/or destination 4.0 % 77.1% 7.1% London Cambridge Relationship with 7.4 % 70.9% 6.6% venue staff 7.4 % 27.9% 7.1% 9.6 % Birmingham Brighton Quality of bedrooms 30.5% 6.6% 5.4 % 27.1% 7.1% 8.9 % Manchester Coventry Reputation 28.5% 6.0% 4.7 % 16.4% 6.4% Compliance with your 5.9 % Leeds Leicester industry criteria 7.4 % 18.5% 6.0% Staff awareness 5.2 % 10.7% 3.6% of needs 2.0 % Glasgow Sheffield 21.2% 5.3% Technical capability 2.2 % 10.7% 2.9% and expertise of staff 3.4 % Edingburgh York 19.2% 5.3% Meeting environmental and 3.0 % 15.0% 5.7% ‘green’ concerns 2.7 % Bristol Southampton 11.3% 2.0% 3.7 % Leisure facilities 6.4% 2.1% 1.3 % Cardiff Aberdeen 3.0 % 15.9% 4.6% Recognised brand 0.7 % 7.1% 3.6% Liverpool Telford Team building 2.2 % 11.9% 2.6% activities available 0.0 % 9.3% 3.6% Nottingham Bournemouth Security in venue or 0.7 % 7.9% 2.0% destination 1.3 % 7.1% Corporates 4.3% Corporates Opportunity for CRS 1.5 % Corporates Oxford Harrogate activities 0.7 % 9.9% Associations 0.7% Associations Associations Marketing campaign that 0.0 % 3.6% 1.4% Belfast Jersey caught your attention 1.3 % 11.9% 2.0% Knowledge capital and 0.0 % Newcastle/ 2.1% local academics/experts 0.7 % Gateshead 11.9% Source: British Meetings and Help with sponsor- 0.0 % Source: British Meetings and Events Industry Survey 2019 ship or event partners 0.0 % Events Industry Survey 2019 38

the decision-making processes Figure 2.7 Top ten factors contributing to a successful event no longer include an official for delegates bidding procedure, but have a ‘central initiator’ who selects Contributing factors Corporates Associations the location and venues based on pre-determined and strict Ranking Ranking criteria. Producing interesting events with 1 51% 1 78% relevant content It is estimated that there are The UK Events Report 2020 - Chapter 2 Content relevant to their work approximately 23,000 different 2 39% 2 55% and daily life association meetings organised on a Inspiring and original sessions/ regular basis. The ICCA Association 6= 20% 3 31% presentations Database has collected information on approximately 90% of them. Networking with peers and 3 33% 4 29% colleagues Exponential growth trend in the Ease of access and travel 4 30% 5 24% number of international association meetings continues The (quality of) venue 5 25% 6 19% Cost of attending 9 12% 7 17% Since 1963 the number of meetings in the ICCA Association Database Networking with industrial 6= 20% 8 13% has grown exponentially by experts approximately 10% each year, which Quality of service 10 7% 9= 12% means the number of meetings has doubled every 10 years. The Database Food 8 14% 9= 12% contains 225,243 meetings taking

Source: British Meetings and Events Industry Survey 2019 place between 1963 and 2017. 1,718 (1%) of these meetings took place in the period 1963-1967, and 65,182 2.2.5 International • Almost every ‘speciality’ has an (29%) in the period 2013-2017. See Association Congresses and association which holds one or Figure 2.8. Meetings more meetings Europe remains the most popular 2.2.5.1 ICCA Research • Most associations have region for meetings In its 2018 publication ‘A Modern meetings that are repeated at History of International Association regular intervals. These can be In the last 55 years, Europe has Meetings – Update: 1963 – 2017’, annual, biennial, etc consistently attracted the highest the International Congress and • The destinations rotate. They number of meetings per region. Convention Association (ICCA) rarely return to the same However, Europe’s market share has describes the structure and trends destination within a very short gradually declined from 71.8% in in the international association period of time 1963-1967 to 53.6% in 2013-2017. In meetings and congress market • The local stakeholder e.g. the comparison, Asia has seen a slow and (ICCA, 2018). It says: national association, is often steady rise in market share, with an the one who initiates the average increase of 2% per decade, ‘The market covers a wide range hosting of the meeting. If the showing 10% growth over 55 years of meeting types and categories: national association proves from 8.4% (1963-1967) to 18.5% medical meetings (the largest difficult to motivate to organise (2013-2017). See Figure 2.9. segment); scientific, other academic the meeting, the chances are fields; trade organisations; high that the meeting will be Most popular countries and cities professional bodies; and social scheduled elsewhere change in five-year period groupings. In terms of size, budget, • Association meetings have duration and complexity, there are very long lead times. It is not Compared with the period 2008- massive variations between and unusual to find lead times of 5 2012 there are some changes within categories. However, some years or more similarities can be identified: when it comes to country ranking • It is estimated that a growing during the period 2013-2107. Spain minority of about 25-30% of dropped from third to fifth place 39

Figure 2.8 Total Number of Meetings in ICCA Database Number of annual meetings 1963-2017 skyrockets over 5-year period

The relative number of annual meetings has drastically increased over the past 55 years, from 36.1% in the first 5 years to 59.8% in the last 5 years. We can say that the relative number of meetings taking place less than once every 2 or more years is The UK Events Report 2020 - Chapter 2 decreasing.’

2.2.5.2 UIA Survey on International Meeting Issues During 2018 the Union of International Associations (UIA) undertook its seventh large-scale Source: ICCA Data survey on issues encountered by Figure 2.9 Number of Meetings per World Region international organisations and associations when holding meetings (UIA, 2018). The survey is designed to help all involved in the process of organising international meetings to get a sense of changes over the years and the challenges of the current environment.

Some of the key findings from the 2018 research are shown in the following charts.

Source: ICCA Data in the rankings, being overtaken by The clear trend observed five years the United Kingdom and France, ago continues with meetings getting who move up to places 3 and 4 smaller and smaller. From 1,263 respectively. participants in the period 1963-1967 to 409 in 2013-2017, we can see a As in the country ranking, there are significant decrease of 66% in the some changes in the city ranking average number of participants at when comparing the same two international association meetings. periods. Regarding the top 5 cities: In general we can state that there Barcelona has dropped two places are more, but smaller, association to fifth place, as Berlin moved one meetings taking place over the years. position up to third. London has entered the top 5 and moved two The decrease in popularity of the places up to fourth position at the Conference/Exhibition Centre has cost of Singapore, who dropped one continued throughout the last 5 place to sixth. years. This venue type has been overtaken by the Universities, which have showed a sharp increase in the Average number of participants per last 15 years and become the second meetings decreases most popular venue for association meetings. 40

Figure 2.10 Who Makes the Final Decision on Figure 2.12 Where Is the Meeting Held? Destination/Location/City/Country of this meeting?

Partner Other I don’t know organisation National 3% <1% South America I don’t know Body 2% 3% 1% 1% North America 6% The UK Events Report 2020 - Chapter 2

General Assembly 22%

Executive officer(s) / staff 19% Rotating or variable 43% Europe 32%

Council / Board / Steering Committee 54%

Asia Africa 7% 5% Australasia / Pacific / Oceania Source: UIA Survey 2018 Source: UIA Survey 2018 3%

Figure 2.11 What Is the Usual Length of This Figure 2.13 How Many Delegates (excluding Meeting? accompanying persons and staff) Attend This Meeting? Other I don’t know I don’t know 1% <1% 5,001-7,000 7,001 or more 2% Variable <1% <1% 2% 2,501-5,000 3% 1,001-2,500 1 day or shorter 6% 11%

6 or more days 50 or fewer 6% 19%

501-1,000 9%

2-3 days 51 -100 51% 18% 4-5 days 251-500 29% 17%

101-250 24%

Source: UIA Survey 2018 Source: UIA Survey 2018 41

Figure 2.14 Are There Opportunities for Online/Virtual inward investment strategy and Participation in Your Events? proactively seeking events that are in line with the destination’s inward investment sector strengths: Live online reporting Other health and life sciences, creative and from the conference 3% I don’t know 6% digital, and marine and offshore 1% Online discussion forum technologies. Paul Szomoru, Director concurrent with the meeting 4% of Tourism and Business Events for Virtual poster NGI, comments (Szomoru, P., 2015):

session The UK Events Report 2020 - Chapter 2 2% “Driving this approach forward requires a lot of new, uncharted collaboration and partnership: inward investment teams in Archived videos of (some) speakers or sessions local authorities and in NGI, the 12% No, there are no options for remote participation or Department for International Trade interaction and we are not (DIT), the universities, Chamber of considering this Live streaming of (some) 35% Commerce, Confederation of British speakers or sessions Industry (CBI), the Federation of 16% Small Businesses (FSB), often people and organisations who may never No, there are no options have been aware of (why would for remote participation or interaction but we are they be?) the economic benefits of considering this business tourism and the work of 21% NewcastleGateshead Convention Bureau to attract MICE business to the region. The key is to demonstrate how Source: UIA Survey 2018 business tourism benefits their own The full UIA report can be accessed at: agendas and goals.” https://uia.org/publications/meetings-survey The Australian city of Melbourne is globally renowned as a knowledge, 2.2.6 Trends in Conferences growing four specific industries: research and innovation capital, and Meetings technology, life sciences, the creative excelling in medicine, science and industries, and financial/banking/ health research and development business services. Through inward 2.2.6.1 Destination Sector (Rogers & Davidson, 2015). A investment, it hopes to make London Alignment in Conference flourishing innovation community, a world leader in these sectors – Bidding Melbourne is home to more than 260 and an integral part of its strategy biotechnology companies, 13 major One of the important trends in includes attracting high profile research institutions and ten teaching recent years is the strategy being international events. London & hospitals. The Biomedical Precinct adopted by many UK cities (along Partners believes that, by focusing is one of few such concentrations with many overseas destinations) to on the four sectors in which London of research excellence worldwide. align their bidding for events with is already strong, it will gain more The city’s standing as a leader in the strengths of their particular support from the city to attract science and medicine – Melbourne local economy. This is not just congresses and events from these has yielded four Nobel Prize winners local industry and commerce (ie. sectors. It maintains that meetings in medicine and physiology – is one manufacturing and service sector and events can support foreign of the major factors in attracting businesses) but also the local direct investment and growth in scientific conferences and medical ‘knowledge economy’, encompassing these sectors, have a take-up effect conventions. For associations seeking universities, research centres and on study and create and support new to attract delegates to these events, institutes and so forth. jobs. access to Melbourne’s research institutes and academics provides For example, London & Partners The NewcastleGateshead Initiative’s exceptional keynote speakers, a (London’s destination marketing Convention Bureau is aligning its strong education programme and organisation) has set its sights on business events strategy with its knowledge exchange that leads to 42

far-reaching legacies. Melbourne about engaging and savouring the planners, this is of significant Convention Bureau’s positioning moment. Since conference guests importance to meeting planners campaign, ‘Melbourne IQ: The tend to be curious and concerned going forward. Intelligent Choice for Conventions’, with wellness, learning what food is designed to highlight the they are putting into their bodies is Trend 5: What Millennials Want intellectual capital within the essential, and they come to the table from Meeting Venues State-of-the- destination and the city’s strengths well informed. Here’s what they want art technology, multiple plug-ins and as a centre of excellence for research in 2019: food that is fresh and locally USB ports for their myriad of devices and development in the medical, sourced, in-season when flavour is

The UK Events Report 2020 - Chapter 2 in the meeting room, public spaces science, technology, engineering and most robust, presented in small bites, and in their guest room, entertaining education industries. ‘Melbourne and enjoyed interactively family and fun activities on property and IQ’ continues to evolve to deliver a style. With informed consumers outside, non-traditional seating and ‘unique and compelling position’ comes increased demand for growing meeting arrangements to enhance for Melbourne as a business events dietary restrictions or preferences engagement in meetings during destination and it has contributed well beyond vegetarian and gluten- the day – this is what millennials to Melbourne securing a number of free. Paleo, keto, pescetarian, vegan are demanding today. It’s a sharing major international congresses. and religious dietary requests are economy and this extends to just the beginning of specialised millennials sharing guest rooms, Other major trends noted for conference dining this year, and chefs resulting in fewer single room the international conference and have taken note! requests. The big reveal, though, is meetings or ‘MICE’ industry in 2019- millennials want Privacy Rooms for 2020 are described below. Trend 3: Don’t Facebook me. Don’t personal conversations, sensitive Tweet me? It’s not that professional phone calls and for personal needs. 2.2.6.2 Benchmark’s ‘Top meetings planners aren’t sociable. Meeting Trends for 2019’ They are. It’s just that email by far Trend 6: Curated Travel Curated continues to be the most preferred Benchmark is a US-based global travel for groups (and their spouses/ method of communication – it’s independent hospitality management partners) on or off property is their preferred choice! What’s new, company, operating 80 hotels, of very high importance. Even though, is that they don’t want to resorts, and conference centres corporate executive leadership is be contacted for business by social within its Benchmark Resorts & weighing in with a growing desire media, period! So, don’t Facebook Hotels, Gemstone Collection and for a trained and diverse workforce, them, or Tweet, or Instagram. etc.venues brands. Benchmark’s and at the same time their younger Be respectful of a planner’s time ‘Top Meeting Trends for 2019’ were workforce is valuing unique and aware of how they prefer to (Benchmark, 2019): experiences. So even though groups communicate, including those who may want to huddle on property after may or may not welcome a personal a day of intense meetings, companies Trend 1: Privacy is the #1 phone call. A simple and personal are urging their employees to get out Technology Requirement of hand-written note will go a long way into the destination for a broader Planners Today! Superfast and in making a memorable impression experience. Cabaret show in town reliable WiFi throughout a property too! anyone? Groups are requesting is a must and every planner hammers activities just like this. hard at this in contract discussions Trend 4: Preference for as it can make or break a productive Independents Flexibility, meeting. But it must be secure WiFi! Trend 7: Millennials Team Build customisation, authentic and Privacy and security of information Differently! Culinary teambuilding unscripted experiences all rank high for conference guests is paramount to just gets hotter every year! Whether in the minds of planners today, as planners. Not just the content of the in the kitchen with the chefs does the feeling that independent meeting – the content of participants’ learning about flavour balancing properties excel in providing personal communications too. and fermentation, at the bar with these for groups needing to create Privacy and security is at the top of mixologists, in the dining room at memorable and highly productive every planner’s list! table, or outside for a picnic-like meetings. Another issue is also at experience. Bringing groups together hand with planning professionals interactively and family-style as a Trend 2: Food for the Soul Food relating to independent properties: culinary team is red hot. But planners brings people together, whether commissions, which are generally are also looking for entertainment they know each other already or higher with independents. As to be included in teambuilding so are just getting acquainted. It’s more meetings involve third-party learning is not only instructive and 43 flavourful but great fun to enhance a proper diet – it’s about work/ the maximum individual learning. Examples are lip sync life balance. Planners believe a ROI for the time invested. battles, live interactive dinner shows, healthy mind and body helps enable c. Venues: Utilisation of data wildlife tours, hiking excursions, productive participants. So yoga, will become a differentiator skiing, mountain biking, petting meditation and breathing classes for venues, helping them zoos and go-kart races on property... for meeting breaks are in growing create the right spaces and anything that, in an entertaining way, demand, as is spiritual exploration. experiences for not only teaches new life skills that can be the organisation hosting used at the office and home. Planners

2.2.6.3 PCMA Foundation the meeting, but also each The UK Events Report 2020 - Chapter 2 today increasingly desire to enhance and Marriott International’s participant. Venues will the lives – and skills – of the ‘whole’ ‘Future of Meetings and leverage their interactions person. Events’ with participants not only A 2019 study by Fahrenheit 212 at events, but at other Trend 8: Cocktails, S’mores and for the PCMA Foundation and touchpoints as well. Venues Barges Believe it or not, the most Marriott International under the will also double down popular after-hours meetings title ‘Future of Meetings and Events’ on their investments in group scene is gathering around an (PCMA Foundation & Marriott employees, enabling them outdoor fire pit on property, kicking International, 2019) identified five to deliver personalised and back and relaxing with colleagues trends that will all play a significant empathetic service. over cocktails and s’mores. Doing role in the future of meetings and 2. Orchestrated Serendipity – something, anything, outdoors events. The five trends are: engineering and embracing and nearby is how today’s meeting the unexpected for meaningful participants want to ease into their 1. Emotional Intelligence – moments. evening. River and lake barges designing events with the end- a. Business event strategists: anyone? Groups love the relaxed user in mind. Meetings and events hold a pace on a body of water. So whether unique opportunity to act chilling at the venue or out for the a. Business event strategists as an escape from everyday, evening, the key thing for groups is (meeting planners): With over-scheduled lives. Event relaxing together and getting to know new, precise information on strategists should embrace colleagues as people and not just every participant, business and even engineer the co-workers. event strategists will have to leverage data analytics unexpected, turning away to tailor the content of from agendas to create Trend 9: Speedy Response and Pay events such that it’s suitable meaningful moments, Commissions Promptly Lightning for each individual, down content, and interactions fast response to RFPs (requests for to the right pace, amount that participants will value proposals) is essential to winning of content, or style of and remember. Event business with planners today. A interaction. Business event strategists will need to request that comes in in the morning strategists will also use this plan flexibly and curate better be responded to by early information to better define serendipity. afternoon or the venue may lose that potential attendees. b. Participants: As technology business opportunity to a competitor. enables remote attendance Want to gain an edge over the b. Participants: while there and distraction, participants competition, beyond rapid response? may be some privacy will look to in-person Pay commissions promptly, maybe concerns when it comes meetings and events immediately. Today many more to data collection, many for experiential magic. meetings are being managed by third participants are okay with Consumers can access party planners with accompanying their data being collected, as nearly any information commissions demands. Respond long as it is being utilised to at the fingertips, and no swiftly and generously and win! optimise their experience. Participants’ expectations longer evaluate events based for tailored and relevant on the information that Trend 10: Work/Life Balance events will be higher than they obtain; professional Wellness is huge with professional ever, down to the details. development can happen meeting planners today. Diet and Every aspect of the event anywhere. Instead, healthy menu planning remain an should feel just right for the participants will look for active focus in negotiations. But participants in order to see events that offer engaging, wellness today is much more than 44

exciting and unexpected profitable spaces are those back-end operations. Venues experiences. that can adapt by utilising will increasingly be chosen c. Venues: Venues will win 3D printing, adaptable based on their commitment with atypical locations lighting, and sensorial tech. to ethical operations and that give participants Economic buyers will look values. An event that stands something new and exciting, for venues that are adept at for sustainability will not unexpected culinary change and that can support choose a venue that fails offerings, and embracing the needs of their event. to provide reusable water The most successful venues bottles, or is not thoughtful

The UK Events Report 2020 - Chapter 2 the environment to reflect serendipitous happenings in must incorporate modular about food waste. Venues the world, including weather spaces that can change not must be considerate and changes. Venues should only according to the event, honest about their capability also work to foster human but according to specific to support impactful events. interaction by designing moments and activities. 5. Clear Sense of Place – spaces that encourage casual 4. Bigger than Oneself –acting leveraging geography for collisions and conversation. on a meaningful message. deeper enrichment. 3. Multimodal Design – a. Business event strategists: a. Business event strategists: designing adaptation and An event must completely with so much available iteration. embody the message that online, consumers are a. Business event strategists: it stands for, and the most putting additional value on Content and space are meaningful, successful the experiences that cannot becoming increasingly events will be impactful be achieved on a computer intertwined, and events’ ones. Event strategists or at home. Event strategists objectives will manifest should embrace the message should think about events in a space. Business event of an event and identify that allow for exploring strategists will need to work the right moments for surroundings, decreasing closely with organisations the message to come to the emphasis on content to identify the right spaces life. Consistency is key, to allow for adventure and for their needs, and then and event strategists will outdoor exploration. work with venues to make need to ensure that every b. Participants: Averse to sure the content and detail is aligned with an spending more time in the space support one event’s message, and that sterile or office-like spaces, another, learning about participants hear the participants are looking for the capabilities of a space message throughout. more experiential events and helping to design b. Participants: With a wealth that allow them to break accordingly. of choice in the brands at free from their day-to-day b. Participants: As consumers their fingertips, consumers lives, exploring a new place expect spaces that are more have the ability to evaluate and connecting with new compatible with their needs, experiences based on values. people. ROI is no longer they’re looking for spaces Participants aim to identify assessed based on the that are not only right for with organisations that content of an event, as this them, but that are also align with their values, and can all be accessed online flexible and able to change just as they choose brands today. Instead, it’s based according to their liking. with messages, participants on the value and novelty At events, participants will increasingly choose, of the experiences and will increasingly look for and return to, events whose connections. spaces that are designed for messages and values align c. Venues: The ease of travel discrete needs, including with their own. Participants leaves consumers hungry wellness rooms, quiet work will look more to discuss for the next destination, spaces, intimate settings, and and address serious societal and the demand for non- loud, exciting spaces – each issues at events. traditional venues is on the presented at the right time c. Venues: The ease with rise. Venues can leverage this and to the right calibration. which information can be trend to become the ‘home- c. Venues: Technology is doing exchanged leaves consumers base’ of an event, offering away with static spaces, and hungry for information on these outside experiences 45

on the perimeter of their ii. Demographics – this emphasis intelligence and bots are programming. The most on digitalisation is being driven transforming how these successful venues will focus by the changing demographics programmes are managed on non-traditional offerings as millennials are poised to across multiple regions and and external experiences to become the biggest group of markets. Organisations are enable exploration. business travellers globally taking advantage of these from 2024 onwards. Right at innovative tools to derive more 2.2.6.4 CWT M&E Future their heels are the so-called visibility and real-time data and centennials (born 1996 feedback. As technology shrinks

Trends Report 2020 The UK Events Report 2020 - Chapter 2 onwards), the first group that timelines and response times, CWT M&E, the global meetings and can claim to be digital natives the result is a streamlined events division of CWT, predicts that as they have never known a process that ultimately leads to the meetings and events industry is world without the internet, better adoption and a changing poised for an 8% growth in 2020, smartphones and apps. “This mindset around meetings. despite looming geopolitical and younger group of travellers economic headwinds, according to is all about experience, its 2020 Future Trends Report (CWT 2.2.6.5 American Express authenticity and participation,” M&E, 2019). Kurt Ekert, president Meetings & Events 2020 said Derek Sharp, senior and CEO of CWT, said in a statement Forecast vice-president and managing to accompany the report: The American Express Meetings director, CWT Meetings & & Events 2020 Forecast (American Events. “Not content to merely Express Meetings & Events, 2019) “The need for live events is becoming ‘attend’ events, millennials and predicts that meeting professionals more relevant than ever before. centennials use technology are looking aggressively towards Face-to-face meetings are critical to actively ‘participate’ in the 2020, as steady growth across all to establishing connections between experience – pre-event, during meeting types is forecast for a brands and their customers, and the event, and post-event. fifth consecutive year. The global employees and their companies, Organisers are responding with forecast, based on a survey of more especially during times of uncertainty. innovations that put a premium than 550 meetings and events Knowing how to manage risks globally on the ability to personalise professionals from around the while putting together an authentic experiences, coupled with ways world, and interviews with industry and measurable experience for all of measuring the resulting experts, contained the following key participants will be key for success engagement.” in this space in the coming year and European findings: beyond.” iii. Authenticity – when it comes to experiential events, • Overall European meeting including incentive travel, the spend is predicted to increase The Future Trends Report identifies report shows a move towards by 2.1% and cost per attendee key developments in the industry in experiences that feel authentic, per day is expected to rise by 2020, including: where travellers can immerse 1.9% for incentives and special i. Digitalisation – event websites themselves in a destination events are being created at a rapid like locals and not as high- • If budgets were to increase, pace – up 52% year-over-year end tourists. Hand-in-hand 30% of those surveyed would – as more customers utilise with this trend is the growing focus on improving the onsite these sites to drive increased attraction of off-the-beaten- experience (up 5% from last engagement. Mobile devices are track destinations versus the year) also adding new functionality usual tier one cities. This has • Meeting planners are facing with apps that go beyond setting raised some safety and security specific challenges relating travel itineraries to allowing issues with 42% of travellers to GDPR and the political organisers to create a higher subjected to pre-travel risk uncertainty caused by Brexit. degree of personalisation for assessments as part of the travel attendees. CWT M&E estimates approval process, a 5% increase Other general findings include the number of event apps year-over-year. planners indicating they would created since 2017 has increased iv. Global Programmes – as prioritise experiential elements over by 83%, while the percentage global meetings and events logistics to drive better engagement, of attendees downloading apps programmes become more as well as being keen to integrate rose from 50% in 2017 to 74% centralised, new technologies technology in ways that mirror how in 2019 in the form of artificial attendees interact with technology 46

in their daily lives to create authentic important areas of focus for venues The report suggests that wellness event experiences. Meetings by 2024, according to IACC’s annual has been a buzzword in the travel management policies will become ‘Meeting Room of the Future’ report world for years, but that it has taken increasingly robust in 2020, with 2019 (IACC, 2019). The report brings the hospitality industry a while compliance levels predicted to reach together insights from over 250 meeting to realise that wellness is not just 85% across regions. planners from five different continents. about providing access to fitness centres, organic food items, and Gerardo Tejado, General Manager A major concern raised by meeting spa treatments. In a world in which work has become more fast-paced

The UK Events Report 2020 - Chapter 2 at American Express Meetings & planners was the amount of food waste Events, commented: that meetings and events generate, and and smartphones are glued to hands, people are looking for ways to feel “Overall, it’s inspiring to see an how it is disposed of. Sixty-two per healthy and happy while remaining optimistic outlook about the meetings cent of respondents said that they will productive in their careers. The and events industry as we look to look at how a venue manages its food pursuit of wellness is a part of their 2020. Meetings and events have waste before booking. everyday lives, and with the rise of cemented their place as a critical such in-home exercise options as driver of communications, growth The report also revealed a dramatic Peloton bikes and Mirror gyms, it’s and engagement for organisations of increase (up 8% from 2017 to becoming easier than ever to make all shapes and sizes. The challenge for 85% in 2019) in the number of fitness personal. And once consumers planners now lies in making more of meetings which are integrating make fitness and wellness part of what they have – creating a seamless new technology, such as audience their routine, they don’t want to give experience for meeting attendees, participation apps, projection it up when they travel. using technology for an authentic mapping and screen-sharing. purpose and meeting the demands for personalised experiences.” The IACC report also points to an Hospitality brands are increasingly increasing focus on experience creation. realising that they have to provide experiences to help people feel 2.2.6.6 ECM Meetings The rise in demand for experience- wholesome while on the road. Meeting Statistics Report 2019 led meetings is being attributed to and event planners are at the forefront Meetings in Europe are increasing an influx of new generations, both attending events and also planning of this movement as they acknowledge in number, but becoming shorter that productivity requires both a sound and smaller, according to the them. Younger generations are providing a driving force for change to mind and a sound body. Planners are ninth edition of European Cities requesting more varied and healthful Marketing’s ‘Meeting Statistics meeting formats, breakout sessions and teambuilding activities. food options, flexible scheduling, Report’(ECM, 2019). With statistics and creative alternatives to cocktail drawn from a sample of 41 cities, receptions. ECM’s new report recorded more Cyber security was revealed as than 56,000 meetings in 2018. another key topic – and an area The report covers: Overall there was a growth of 2.9% of some concern – for meeting in the number of meetings between planners, with 27% of respondents • Background on the rapid rise 2017 and 2018, but the numbers of stating cyber security will become of wellness in meetings and participants decreased by 3% and a greater priority in the next three events the number of participant days by to five years. Seventy-six per cent • Interviews with meeting 5%. Petra Stusek, European Cities of meeting planners reported that planners on best practices Marketing President, said: they are concerned about cyber for integrating wellness into “In the bigger picture, international security when implementing new programmes meetings and events have become technologies into their events. • Insights on the changing instrumental for destinations to consumer preferences manifest their business clusters, their 2.2.6.8 Skift Report: The impacting the meetings sector science and research communities Future of Wellness in • Expert commentary on what and their cultural scene for global Meetings and Events planners need to know to keep audiences.” Skift provides global travel industry attendees engaged today intelligence and research. In 2019 • Forecasts for the future of the 2.2.6.7 IACC ‘Meeting Room of it published a new report entitled meetings and events business. the Future’ 2019 Report ‘The Future of Wellness in Meetings Ethical operations and sustainable and Events’, in conjunction with The practices will be one of the most Venetian Resort Las Vegas (Skift, 2019). 47

CASE STUDY 2.1 The partnership between TFI Group and the QEII 22nd Annual World Congress of the provided a business and finance model that mitigated the International Federation for the Surgery client’s risk and resulted in a sustainable and successful of Obesity and Metabolic Disorders, held congress for all the stakeholders. at London’s QEII Centre, 29 August – 2 September 2017 IFSO’s objectives are to provide a scientific programme showcasing the latest research and best practice in IFSO is a federation composed of national associations surgery for obesity and metabolic disorders, to enable

of bariatric (or obesity) surgeons. Currently there are 64 The UK Events Report 2020 - Chapter 2 practitioners in surgery for obesity and metabolic official member associations in 64 countries and circa disorders to meet, exchange experiences and knowledge 8500 members. The secretariat is in Naples, Italy. facilitating best practice as well as to provide a platform highlighting the impact on society of the lack of IFSO’s vision is to optimise the control of adiposity-based understanding of the advantages of surgery for obesity (ie. obesity-based) chronic diseases. and metabolic disorders. 2017 saw the International Federation for the Surgery IFSO brings together world leaders in metabolic and of Obesity and Metabolic Disorders (IFSO) 22nd World bariatric surgery to educate, discuss and collaborate, with Congress taking place in the UK for the first time, held at a scientific programme at the London event including a London’s QEII Centre in partnership with Central Hall two-day International Conference on Sleeve Gastrectomy Westminster from 29 August to 2 September 2017. IFSO and 10 parallel scientific sessions during the main congress. 2016 took place in Rio de Janeiro and IFSO 2018 in Dubai. The scientific programme highlighted the London was selected in a bid process because the UK multidisciplinary nature of obesity and its management is a centre of excellence for surgery in obesity and with joint symposia taking place including anaesthetic, metabolic disorders. The British government and NHS fertility, plastic surgery, paediatric surgery, psychology, have prioritised obesity and metabolic disorders and as a psychiatry and internal medicine colleagues. There was a result the UK, and, in particular London, is a knowledge special emphasis on integrated health and non-surgical, hub for the sector. This is in addition to London being endoluminal and mini invasive treatment strategies. An a part of the Golden Triangle of Life Sciences with exciting ‘Dragon’s Den in the Shark tank’ session took Cambridge and Oxford. The local network is extensive place where participants pitched ideas for randomized and distinguished. controlled trials to a panel of experts. QEII and Central Hall Westminster were chosen as not A political session and panel on ‘Why is a safe cost-effective only do they provide the facilities for a multi-stream therapy for a deadly disease under-utilised?’ highlighted event and exhibition, but the excellent location in the economic impact and barriers of commissioning more London, directly opposite London icons Westminster bariatric surgery as well as how surgery is a viable option Abbey and The Houses of Parliament, ensured to manage the obesity epidemic. The panel consisted of international delegates could enjoy the experience only industry experts, surgeons and MPs. London can bring. With 10 postgraduate courses including the 6th The British Obesity & Metabolic Surgery Society International Conference on Sleeve Gastrectomy, multiple (BOMSS) coordinated the event on behalf of the symposia, 217 oral abstracts, 60 video presentations, 807 federation. The successful bid was orchestrated by abstracts accepted for posters, 20 Top Posters, and 21 live London & Partners, with PCO partner TFI Group operating sessions, the scientific programme provided a working closely with events teams at QEII and Central unique opportunity for all those interested in obesity and Hall to deliver the five-day event. metabolic surgery to share their experiences, expertise and knowledge and seek practical solutions in their TFI Group is a full service Professional Conference search to eradicate and manage this epidemic. Organiser established in 1981 with a core expertise in the delivery of self-financing and profit generating The 21 live operating sessions transmitted from 21 conferences for the association market. It has 25 different locations in Brazil, US, Lebanon, Mexico, employees with the full range of event and association Spain, France, Belgium, Romania, Germany and the UK management skills. Ten of the team members were showcased the excellence of the UK technical production involved in delivering IFSO 2017. industry. This had never been successfully achieved in previous IFSO congresses. 48

Figure 2.15 IFSO Congress 2017 Plenary Session, Central Hall, Westminster The UK Events Report 2020 - Chapter 2

For the first time the congress also riverboat transfers from Westminster initial sponsorship target by 300%. had a non-medical speaker, with to Greenwich. Sir Ranulph Fiennes, the world’s One of the only concerns for the greatest living explorer, delivering IFSO was a great project with almost IFSO 2017 delegates was the close an inspirational speech at the 3,000 international delegates from proximity of the 2017 terrorist Presidential Address. 82 different countries, an excellent attacks in Westminster and in complex scientific programme London and the level of terrorist IFSO had several networking events of over 500 invited speakers and threat at the time. including The Presidents’ dinner abstract presenters, with over 50 at One Whitehall Place and The exhibitors. The congress exceeded Caroline Windsor / Eija Hakkinen, Congress Networking Dinner at the its original target of 1800 global TFI Group – www.tfigroup.com National Maritime Museum with delegates as well as surpassing its

2.3 Exhibitions and Trade Exhibitions include: The exhibition sector consists of Fairs three main groups: 2.3.1 Definition and • Trade exhibitions: exhibitions Background that promote trade and • organisers of the exhibitions ISO 25639-1:2008 (E/F) (ISO, 2018) commerce and are attended • the venues where the defines an exhibition, show or fair as primarily by trade visitors. A exhibitions are held trade exhibition can be opened an event in which products, services, • those businesses contracted to the public at specific times or information are displayed and by the organisers or exhibitors disseminated. Exhibitions differ • Public exhibitions: exhibitions to supply services for the from conferences, conventions or open primarily to general exhibition. public visitors. A public seminars, or other business and Within the three key sectors of the exhibition is sometimes also consumer events. Exhibitions exclude events/exhibitions industry listed known as a consumer show. flea markets and street markets. above, there are a host of supplier 49 types, ranging from venues and Figure 2.16 Number of visitors to UK exhibitions in 2018 by event management companies to exhibition and venue type audio-visual and caterers, electricians Number of visitors by Exhibition and Venue type (millions) and stand build designers, and registration to event tech suppliers. 9.06 There are almost 400 member companies represented by the membership of the Association of

Event Organisers (AEO), Association The UK Events Report 2020 - Chapter 2 of Event Venues (AEV) and the Event 6.29 6.10 Supplier and Services Association (ESSA).

2.3.2 Exhibitions as a Marketing Channel Despite technology innovations and 2.39 the widespread use of social media, 2.14 exhibitions and trade shows remain relevant and powerful as the only 0.81 marketing channel to offer a flexible, 0.37 face-to-face buying experience. They are a prime example of experiential All Trade Consumer Conference Primary Secondary Other marketing activity, with exhibitors exhibitions exhibitions exhibitions Venues Venues Venues able to design stands and product Source: SASiE Report 2018 (Association of Event Venues) offerings which can appeal to all of a visitor’s five senses. Exhibitions harness the latest technology to themselves in the marketplace by Direct impacts of exhibitions in the ensure their continued relevance and gaining valuable feedback from, UK in 2018 deliver outstanding experiences for and exposure to, a wider audience, visitors and exhibitors. for example, international visitor • UK exhibitions attracted over attendance. Such visitors often 9.1 million visitors in 2018 provide them with their first to almost 1,100 events across Exhibitions do more than just sell: openings to export markets. a range of sectors for both they increase brand awareness, trade and consumer audiences strengthen existing customer In terms of seasonality, the peak (see Figure 2.16). The SASiE relationships, generate high quality seasons for trade exhibitions are research focuses on the larger business leads, educate and inform February to June and September UK exhibitions of 500m² plus audiences, provide an opportunity to November but, when public • Over 178,000 exhibiting to conduct and/or deliver market exhibitions are also taken into companies participated in research, and are often used to account, exhibitions essentially events launch new products. Exhibitions become a year-round activity. • Exhibitions generated £5.0 play a vital role in the marketing mix, billion of direct spending offering a wide range of benefits. 2.3.3 The Economic Impact of by visitors, exhibitors and Exhibitions additional exhibitor-related Exhibitions provide an opportunity A 2019 report by AEO/AEV/ESSA expenditure for small and medium-sized and Oxford Economics into the • Exhibitions supported more enterprises (SMEs) to market their ‘Economic Impact of Exhibitions in than 55,000 direct jobs in the business, product or service in a the United Kingdom, 2019’ (AEV, UK and generated £2.6 billion way other methods cannot beat in AEO & ESSA, 2019), alongside of direct GDP (gross domestic ‘SASiE – the Size and Scale Index for terms of reach, relationship building product) Events’ (AEV, 2019), and the ‘2018- and delivering a relevant audience. • Exhibitions generated 19 AEO Global Event Study’ (AEO, approximately £28,000 in direct Exhibitions enable many SMEs to 2019) found that: develop their offering and establish spending per exhibitor 50

Total Impacts of Exhibitions in the • Exhibitions saw 303 million March 2019, found that UK exhibition UK in 2018 direct visitors across more organisers are the most active around than 180 countries and 32,000 the world. In that period, they were • Total economic impact of £11 shows. In addition, the industry responsible for 1,002 events outside billion of output supported 3.1 million jobs the UK (AEO, 2019). worldwide • 114,000 jobs sustained • Europe was the largest market On average, UK-organised overseas • £5.4 billion of GDP in terms of visitors, welcoming events attracted 200 exhibitors, • So, overall, the UK exhibitions

The UK Events Report 2020 - Chapter 2 112 million in 2018. This equating to extrapolated exhibitor sector generated £11 billion represents 37% of global numbers of over 211,000, compared in spending and contributed exhibition visitors. North to c.93,000 exhibitor numbers for £5.4 billion in value-added to America ranked second, with German organisers abroad. the UK economy in 2018. This 91 million visitors, followed activity supported 114,000 by Asia-Pacific with nearly 82 Overseas events represent a value jobs in the UK. million visitors. of c.£2.17 billion to UK organisers. On average, 58% of UK organisers’ Impacts of UK Organisers 2.3.4 Characteristics of turnover is attributed to events Internationally in 2018-9 Exhibitions organised overseas. Eighty-four • Most exhibitions tend to be per cent of those UK organisers • Just 23 UK-based AEO annual and are held at the operating overseas expected their members organised over 1000 same venue year on year. There overseas exhibition turnover to events outside of the UK are also a number of biennial increase over the next twelve months. • These events created £2.17 events, while some of the large billion of turnover for these UK international shows are just The results of UFI’s 23rd Global businesses held every four years Barometer Survey (UFI, 2019b) • This is equivalent to the eighth • The time of year an exhibition confirm that the international largest Service Exporter, is held is critical to its success. exhibition industry continues to be according to 2016 ONS (Office To ensure they obtain their stable, although growth is weaker for National Statistics) Service desired time slot, organisers than in previous years. They cite the Export Statistics (ONS, 2016). usually book the venue at least most important business issues as: one year in advance Global Impacts of Exhibitions in 2018 • The timing and venue chosen • State of the economy in the for exhibitions are, to a large home market (24 per cent in UFI, the global association of the extent, dictated by the market the current survey, up from 1 exhibitions industry, published a new conditions of the trade sector per cent in the previous survey) report entitled ‘The Global Economic which they represent • Competition within the Impact of Exhibitions’ (UFI, 2019a). • Factors that may influence industry (constant at 19 per Among its key findings are: the choice of venue for an cent) exhibition include: • Global economic developments • Exhibitions had a total output • Rental and service costs (19 per cent, up from 1 per cent) of US$325 billion (£251 • Capacity of venue billion) in annual business 2.3.6 UK Market Growth sales in 2018, and contributed • Location of venue Annual research into the global US$198 billion (£153 billion) • Contractual relationship exhibition market by AMR to global GDP with venue International, published as ‘Globex’ • The total impact of US$198 • Accessibility of venue (AMR, 2019), contains a chapter billion in global GDP includes • Suitability of venue for the on the UK exhibitions sector which the direct spending and sector/target audience predicts that the UK market is set jobs that are specifically to grow at c.3% CAGR (compound involved in planning and 2.3.5 International Activity annual growth rate) until 2023. The producing exhibitions, and for Globex report states that: participants and exhibitors to and Competitiveness travel to exhibitions, as well Research by the Association of Event - The signs are that, in the short as other exhibition-related Organisers, its ‘Global Event Study’ term, there will be continued spending covering the period April 2018 – slowdown in the UK tradeshow 51

sector, mirroring concerns in Figure 2.17 Exhibitor growth (thousands), 2014-2018 the wider economy +2.5% - The market will continue to CAGR see fewer new event launches 308.3 301.1 303.8 over the next couple of years, 295.7 while the effects of Brexit play 279.0 out. Forecast growth will be primarily price-driven The UK Events Report 2020 - Chapter 2 - Assuming no further shocks, and post-Brexit clarity, the UK tradeshow market should return to more solid growth in 2019-2020 - Large UK organisers will continue their focus on international opportunities and are even less likely to commit to major investment into UK events - The market will continue to have a dynamic second tier of events and event organisers 2014 2015 2016 2017 2018 - The overall opportunity in the Source: Globex 2019, AMR analysis UK market will continue to be more focused, content-led Figure 2.18 Exhibitor vs. Visitor growth (index, 2014 = 100) events, which attract high-level delegates

The report also says that there were c.308,000 exhibitors across all UK shows in 2018, up 1.5% from 2017. It adds, however, that the NSM (net square metres) per exhibitor declined by c.1% in 2018, suggesting that exhibitors were remaining cautious about how they spend their marketing budget and were continuing to look for other ways to add value on a similar- sized stand from the previous year. Average stand size has also reduced significantly, and exhibitors are now opting for modular solutions that Source: Globex 2019, AMR International are more cost-effective compared with space-only options, indicative Sector Split of an increased focus on ROI. Figure 2.17 shows exhibitor growth over According to Globex 2019, growth Weaker sectors in 2018 were the period 2014-2018, while Figure sectors in 2018 in the UK market automotive and leisure & sports. 2.18 compares exhibitor with visitor were: education; business services; growth over the same period. interiors, furniture & lighting; and Table 2.2 lists the top 20 UK gifts, toys & other consumer. exhibitions in 2018 by net space. 52

Table 2.2 Top 20 Exhibitions by Net Space in 2018

Exhibition Organiser Venue Sector Frequency Space Change # of ex- # of (Net on pre- hibitors visitors Square vious Metres) edition Spring Fair ITE (former NEC Gifts, toys, Annual 88,556 12.1% 2500 60,000 International Ascential) other consumer

The UK Events Report 2020 - Chapter 2 Southampton National Boat Mayflower Leisure & Annual 75,000 0.0% 579 106,000 International Shows Park sports Boat Show The Motor- NCC Events NEC Leisure & Annual 56,401 5.8% 400 96,000 home & Cara- sports van Show Hillhead QMJ / Capital Buxton Building Biennial 56,000 0.0% 546 19,753 BE & con- struction World Travel Reed Exhibi- ExCeL Leisure & Annual 47,420 3.0% 790 36,027 Market tions sports ICE Totally Clarion ExCeL Leisure & Annual 43,500 -0.6% 589 33,536 Gaming sports The Caravan, NCC NEC Leisure & Annual 42,793 -4.8% 400+ 90,107 Camping & sports Motorhome Show January Furni- Clarion NEC Interiors, Annual 42,793 1.9% 500 21,000 ture Show furniture & lighting Classic Car Clarion ExCeL Leisure & Annual 40,936 0.0% 571 71,000 Show sports London Boat National Boat ExCeL Leisure & Annual 39,160 -12.0% 347 52,000 Show Shows sports Autumn Fair ITE (former NEC Gift, toys, Annual 37,000 -1.0% 1,193 24,000 International Ascential) other consumer Commercial Commercial NEC Automo- Annual 30,038 -12.5% 450 20,000 Vehicle Show Vehicle Show tive LLP LAMMA Briefing Media East of Agricul- Annual 28,190 4.4% 900 40,000 England ture Showground HRC – Inter- Fresh Mont- ExCeL Leisure & Biennial 28,000 0.0% c.650 c.20,000 national Hotel gomery sports & Restaurant Exhibition MACH The Man- NEC Ma- Biennial 26,709 6.4% 539 26,169 ufacturing chinery, Technologies manufac- Association turing & process- ing Euro Bus Expo Diversified NEC Transport Biennial 25,000 0.0% 265 8,950 Business Com- & logistics munications BETT ITE (former ExCeL Education Annual 20,500 11.7% 850 34,700 Ascential) Practical Clarion NEC Leisure & Annual 19,878 12.0% n/a 28,151 Classics sports EGX Reed Exhibi- NEC Leisure & Annual 19,323 n/a n/a 80,000 tions sports GLEE ITE (former NEC Garden- Annual 19,323 3.7% 550 7,000 Ascential) ing Source: ABC, AMR Research, analysis and estimates – Globex 2019 53

2.3.7 Trends in the Exhibitions • Organisers also continue to platform and explain its Sector (Interesting Graphics focus on more traditional ways significance / benefits in this section) of improving exhibitor and • In an ever-moving world, The Globex 2019 report from AMR visitor satisfaction, as both new and disruptive International (detailed above) sides demand higher ROI technologies such as also describes a number of trends • ‘customer experience’ Blockchain will continue to impacting the UK exhibitions sector. continues to be a significant challenge events, organisers

These include: driver of innovation in and venues The UK Events Report 2020 - Chapter 2 the UK as visitors (and • Content at the centre of events • The development of innovative exhibitors) demand greater is becoming increasingly solutions to enhance visitor and experiential value important exhibitor experience at events • Direct investment into • As the role of exhibitions continues to be widespread but events, through additional has shifted from trade to not necessarily successful features, better hall layout education, organisers have • Technology is changing and improved visitor traffic addressed this by improving the way that organisers flow also continues to the quality of conferences / interact with customers increase talks at events both at events and • Organisers recognise the • Having world-class speakers throughout the year. Key need to provide events and on the exhibition floor in aims are to develop software features with the tradeshows order to attract key visitors and services that drive which will ensure that ‘time- is seen as increasingly registration, interaction and poor’ visitors both come essential measurement, to provide to the tradeshows and stay • More and more organisers optimised experiences for longer. Initiatives include are following a model of visitors, exhibitors and award ceremonies, booking having free, very strong organisers inspirational speakers from content at the heart of their different sectors, as well as • Intelligently collected data is exhibitions. seen as a holy grail to grow promoting free food for visitor numbers, provide VIPs and networking events In an article for Exhibition World greater ROI for exhibitors like ‘Champagne hours’. The magazine (Hattendorf, 2019) and generally understand key is for visitors to enjoy entitled ‘UFI’s 5 trends to watch’, Kai and improve customer their experience, in addition Hattendorf, UFI managing director, experiences. However, to satisfying business needs describes core themes expected despite the prevalence of • The use of social media and to impact the global exhibitions new technology, many show apps is continually developing industry from 2019: organisers continue to fail • There has been a certain to grasp its full potential amount of trial and error in and are still doing things in 1. Shifting trade patterns and a finding out which tools work jittery global economy: amidst outdated ways, albeit in a for each type of event, and more electronic fashion a climate of political tension, then replicating successes protectionism and false news • Also, the ad hoc nature across other sectors globally, economic growth is in which technology is • The use of apps and social slowing down. US/China tariffs being developed, often by media for marketing before, alone are calculated to reduce technology start-ups, means during and after events is global economic growth by that there is a plethora of increasing 0.4% in the long term. Even different tools available • Digital initiatives require an without this additional burden, which are being used by element of ‘human factor’ growth has become difficult to different organisers and to ensure their success. sustain, especially in the mature are not necessarily well Organisers cannot simply exhibition markets: CEIR data connected or effective. In the put up a digital platform shows that, in the US alone, UK, there is still scope for and expect users to engage our industry has seen below larger software companies to with it. The launch needs to par growth compared to the US enter the market and build be supported with telephone economy as a whole in seven more widely integrated tools marketing to introduce the out of the last eight quarters. 54

It comes as no surprise that products and services. To the for investors looking for solid, a growing number of US millennial and post-millennial mid-term returns of their organisers are looking into generation, however, it is just investments. The mix of players doing business outside of their as much about the ‘show’ in the industry remains varied: home country. In parallel, 2018 that a show organiser puts listed companies, publicly saw the first ever instance of on around the show floor owned organiser/venue a Chinese organiser taking a itself. ‘Festivalisation’ is a operator enterprises, family majority share in a trade show buzzword, and will rightly businesses, entrepreneurs outside of China. We will see disappear again. But we are well and government bodies. The The UK Events Report 2020 - Chapter 2 players from the two largest advised to listen closely to our growing number of ‘out of the domestic markets in the world customers and their call for industry investors’ is driving looking into options abroad. All very personal and individual prices to new heights, but it of this offers new opportunities experiences when they remains to be seen whether to partner between organisers attend an exhibition. As the all these bets on growth will from different markets, and to overlap between trade shows be successful. Our industry’s capitalise on joint interests. and congresses/conferences reputation, however, is certainly 2. Digital is everywhere - but it continues to grow, there are benefitting from this trend. is not everything: ten years opportunities to deliver that It is helping our stakeholders into the mass adoption of – and there is a risk for those to better understand the social media and the rise of who don’t pay attention to economic impact that every smartphones, it is time to end these shifting demands. We show, every venue creates every the discussion about the role of have a solid understanding of day. digitalisation in our industry. visitors’ changing expectations. 5. Diversity in leadership: if you Today, digital is simply Many are reporting ‘trade show look at the teams who deliver everywhere – on the show fatigue’ (less so in developing and grow exhibitions around floor, in the show manager’s markets than in developed the world, and who operate office, in the customer’s markets). Visitors say that venues, you find a broad exhibition experience. their interest in other channels diversity of skills, nationalities, As digital has become as such as online marketplaces and qualifications. Slowly but common as electricity, it and conferences will likely rise surely, our industry is reflecting has become a commodity significantly relative to trade this as well in its leadership. (just as show security, by the shows. Organisers and venues We’ve seen a steady flow of way). The adoption of the alike are well advised to never senior appointments enriching European Union’s General forget to deliver excellence in the diversity of boardrooms Data Protection Regulations terms of the basics as visitor over the past two years, adding (GDPR) is leading us to a ‘new pain points are surprisingly new voices to the respective normal’ in the way that we as simple. The top five are: tables – most notably women an industry are dealing with seating, catering, queuing, on the one hand, but also hires customer data and are building parking and quality of the from outside of the industry. up the in-house resources to exhibitors. Organisers can go a Both of these trends will achieve that. Data handling long way to pleasing visitors by accelerate, and continue, in and data security will be big getting these five factors right. 2019 and beyond, to the benefit topics in the future. As show 4. Consolidation and of our industry. To reduce this brands around the world collaboration: we have seen an discussion to a gender issue increasingly communicate intense level of M&A (mergers alone, however, leaves out a digitally with their customers and acquisitions) activity in major part – cultures and skills and communities all year the past two years – shaking are just as important a part of round, data operations will up our industry in the process. the mix. be as relevant as show floor In addition, more and better operations. venue space around the world Exhibition News magazine asked 3. Getting the basics right is being built. Billions of dollars a number of event industry goes a long way on creating are flowing into our industry. figures across the supplier, venue, experiences: for many And all the signs right now are organiser and tech spectrums how years, the ‘show floor’ was indicating that, despite the less the experience of exhibitors might understood to be about positive economic outlook, change in the years to come – their exhibitors showcasing their our industry remains attractive answers are summarised in an 55 article entitled ‘What will define the so exhibitors need to focus on the experience that engages, entertains exhibitor experience of the future?’ personal touches to truly engage and connects emotionally. It suggests (Exhibition News, 2019). Perhaps and encourage visitors. This will that trade show attendees and unsurprisingly, the consensus was mean more collaborative seminars, visitors want to have fun and they largely that the exhibitor experience hands-on product testing and want to experience an event that is will become more personalised, closer interaction with key industry not just informative or educational making greater use of tech for names to provide an experience they but is sociable, interactive and feels improved insights, ROI analysis and couldn’t get anywhere else. personal. more effective interactions with The UK Events Report 2020 - Chapter 2 visitors. Specific comments included Brecht Fourneau, senior director, Contributing to an ‘Exhibition News’ the following: EMEA Marketing, Aventri: the article entitled ‘Rethinking the event exhibitor experience of the future blueprint’ (Holt, 2019), Sophie Holt, Shane Hannam, portfolio director, will be enriched by artificial global strategy director, Explori IBTM: In the future we expect to see intelligence, data analytics and and editor of Explori’s 2018 Global artificial intelligence (AI) enhance facial recognition technology. Visitor Insights report, provides many aspects of the exhibitor These three trends are now in a research-based perspective on experience. From predictive analytics motion and poised to take off in festivalisation. She writes: showing what buyers need before a big way over the next few years. they ask for it, to facial recognition AI will transform the experience. ‘When we look at the views of over software offering additional buyer Using wearable technology and 13,000 trade show visitors around the insights to exhibitors ahead of mobile event apps, more exhibitors world who responded to our recent doing business, to chatbots taking will get notifications when good Global Visitor Insights study, they over customer service, AI is set to prospects are approaching their give us a very clear message: it doesn’t completely transform the exhibitor/ booth. Notifications feature a matter whether events are entertaining attendee relationship and will allow headshot and list of shared interests as long as they can meet their business exhibitors to create more tailored to spark meaningful conversations. objectives. The majority of our current and immersive ways to engage Personalisation will take a giant visitors (76%) think trade shows customers. leap forward. Exhibitor booths shouldn’t become more like festivals. will be able to greet attendees by Peter Gillett, CEO, Zuant: the name thanks to facial recognition But this doesn’t quite tell the full story. exhibitor experience of the future technology. As facial recognition Unsurprisingly, younger visitors (those will be defined by a full digital and AI continue to gain traction, aged 35 and under) are much warmer experience from receipt of ticket more exhibitors will capture leads to the idea of festivalisation. This trend within an app that can be scanned by without having to ask for names and holds true even when we compare exhibitors to take you through into a scan badges. They’ll deliver a more the views of just CEOs and business new gateway of exciting content and memorable experience and give owners; twice as many ‘millennial’ fast follow-up. undivided focus to building quality CEOs thought trade shows should relationships. Proving a return on be more like festivals, than CEOs in Jamie Vaughan, head of investment will get easy. As more older age groups. Younger CEOs were European sales, Cvent: in a word: organisers adopt data analytics also twice as likely to say they would personalisation. By embracing platforms, they’ll provide robust spend longer at a show if it was more technology, exhibitors will maximise ROI reports showing booth traffic, entertaining. their impact onsite with a system leads captured, year-on-year gains, visitor dwell time, repeat visits, etc. that will tell them who to meet and This suggests that, whilst organisers More exhibitors will prove ROI and what they’re interested in, driving of shows in the UK should be firmly gain valuable buyer insights their more meaningful and profitable emphasising the business benefits of companies can use to build brand conversations. attending, it is an important trend awareness and drive revenue. to watch for the future. Millennials Christopher Cashman, sales & will increasingly hold the most senior events manager, LSO St Luke’s: 2.3.8 Festivalisation roles in the markets our shows serve the days of passive attendance are Festivalisation has become a growing and they don’t appear to be losing numbered, so interactivity will trend and buzzword around the their generational preferences as they certainly define exhibitor experiences exhibitions and business events get more senior in their careers. They of the future. If visitors can get the sector in recent years. It derives from will expect organisers to deliver both same experience from the comfort event attendees now demanding an business benefits and an entertaining of their computer screen they will, experience and not just an event – an experience. 56

The good news is that the aspects of a Manchester Central, nec group, FaceTime champions best practice in ‘festival-style’ event that appealed most Olympia London, QEII Centre, the live events industry, builds insight to our respondents may not require a Ricoh Arena, SEC Glasgow, the into the medium through market- large investment from organisers. Talks International Centre Telford, the leading research and promotes and presentations delivered in different O2 and Yorkshire Event Centre its unique qualities with the goal styles was a popular trend across currently sit on the eGuide strategic of growing the sector. A range of all age groups, especially younger committee, meeting twice a year to bespoke collateral, including guides, generations who define themselves as steer the guidance thematically and training webinars and masterclasses, content creators. New technology such address any complex or contentious videos, research and case studies (see The UK Events Report 2020 - Chapter 2 as VR was also popular, with up to topics. A number of additional Unipart Rail case study below as an 72% of respondents in some regions venues also participate in this process example) explain how to make the telling us this was something they and are gradually moving towards very best return on investment from would definitely like to use. the formal adoption of the document a live event – these can be found on themselves. Additionally, the eGuide FaceTime’s website www.facetime. The appetite for more entertaining, technical committee works all year org.uk/ festival-style shows is stronger when round to maintain the detail of the we look outside the UK at markets document, ensure consistency and 2.3.11 Priorities for UK where the exhibitions industry is simplify rules and regulations to the Exhibition Organisers greatest possible extent. less developed, for example 43% of Exhibition organising is a creative respondents from Asia and the Middle enterprise activity which, to survive, East think they would spend longer at By coming together, and proactively has to stay at the leading edge of a more enjoyable event; almost double seeking to identify where working marketing. UK organisers lead the the response from markets such as conditions and regulations are world and, to maintain their top Europe and North America.’ common (or, due to unique site position, the following are among circumstance, different), contributing their key priorities: 2.3.9 Exhibition Standards venues are, in essence, providing answers to questions that organisers and the eGuide • To enhance their exhibition and supplier companies may have, The eGuide brings together guidance product, an increasing number resulting in more efficient on-site for achieving common standards of organisers have developed activity, a smoother operation for of health, safety and operational enhanced content surrounding the event organiser and, therefore, a planning, management and on-site exhibitions, including more polished product for the client, conduct for events at all participating conferences and specialist exhibitor and visitor. member venues. The scope and seminars alongside their events development of the eGuide follows • New technology is used to In competent hands these guidelines extensive consultation with enhance (not replace) the should be an invaluable tool, operations professionals within the exhibition, as there is no simplifying health and safety exhibition and event industry in substitute for face-to-face planning and management and other order to ensure an overall approach contact, customer interaction operational issues on the floor. Go that remains broadly acceptable to and the ability for the customer to www.aev.org.uk/eguide for more this community. physically to feel, see, taste, information. smell, test and try the product Now recognised as the industry’s • This technology is being 2.3.10 FaceTime best practice document, the eGuide used to help relevant visitors is continually reviewed by working FaceTime is an AEO-funded and exhibitors connect. industry professionals who represent marketing initiative that was set up Activities include hosted the best advice currently available, in 2010 to help customers harness buyer programmes, 1-2-1 and who themselves have to work the power of live events. FaceTime meeting scheduling, matching within the guidelines in their own provides expertise and guidance for visitor and exhibitor personas professional capacities. Senior marketers and businesses, explaining suggesting meetings and representatives from ACC Liverpool, why live events work and how to connections P&J Live, Alexandra Palace, Business get the very best out of face-to-face • Data analysis and insight Design Centre, east of England arena marketing to drive sales, enhance features highly both in helping and events centre, Event City, ExCeL customer relationships and deliver to form events, but also to London, Farnborough International customer insight. identify buying and selling Exhibition & Conference Centre, groups, and then to target them Harrogate Convention Centre, 57

CASE STUDY 2.2 Unipart Rail Increases On-stand Enquiries by 45 Per Cent Unipart Rail is part of the global business that brings were able to experience services offered by the business together manufacturing, logistics and consultancy in a set that previously would have been through brochures and of products and services that create imaginative solutions graphics. for its customers. Operating in the global rail market, Unipart Rail works with blue chip companies to address Another speaker that Unipart Rail learned a lot from challenges and work collaboratively to reduce risk, at the Exhibitor Masterclass was Rob Brown who ran optimise costs and improve performance. a session on networking. Again, this was a session that would provide obvious benefit whilst on stand at an Historically, the business has found that exhibitions are exhibition but also in any general business setting. The The UK Events Report 2020 - Chapter 2 an excellent way of building and maintaining important, team members who attended the Masterclass thought senior-level working relationships. Over the past couple the wider team would benefit from the learnings, of years, the company has exhibited at international particularly if they were going to try something new and events such as Africa Rail, APTA, Ausrail, Infrarail, more interactive at Innotrans – something that might be Innotrans, Middle East Rail and Railtex. outside the comfort zone of the industry experts who had been exhibiting for years. The Challenge Despite operating in a relatively slow-moving industry, Rob’s presentation ‘The 7 Secrets to Successful Exhibition like many businesses Unipart Rail started to recognise Conversations’ was universally well received internally that its customer base was changing. Long-established and many of the different techniques were put into contacts were moving on and a new generation was practice over the course of the exhibition. coming to the events the business was looking at. New relationships needed to be established with an audience The team briefing pack was also changed as a result of that was used to a faster pace of change and was confident attending the Masterclass which, amongst other things, in using technology. included hints and tips on on-stand behaviour and how to ask three questions before the visitor asks one. For Unipart Rail, this meant the team needed to look at how they exhibited and, more importantly, how The Results they marketed and whether their selling technique was The Exhibitor Masterclass allowed Unipart Rail to effect engaging enough for this new audience. The big challenge real change within their business to appeal to a wider was how to drive change internally to appeal to a younger audience. The first step was questioning what they were customer base. doing and whether it was the best they could do. The Masterclass helped the team take that first step and they The Solution have not looked back. In 2016, Unipart Rail was invited to attend the National Exhibitor Masterclass at the NEC by their supplier, and Inspired by high calibre speakers such as Andrew sponsor of the event, GES. The free ticket allowed them Hickinbotham, Rob Brown, Ruth Badger, Steve Kernish, to access a full day of training from top class speakers, Warren Knight and more, the team has ensured that, network with other exhibitors so that they could share when they are side-by-side with their competitors at best practice, access experts on stand design, logistics, trade shows, they come out on top. promotional merchandise and more, plus collateral which they could take back to their business to help them The proof is in the pudding, with average on-stand look at improvements in how they exhibit. generated enquiries improving by 45 per cent.

Since attending the Masterclass, Unipart Rail has put The use of AR/VR also brought what many consider as into practice everything the team learnt in order to a very traditional industry up to date, opening up new attract new contacts to the main exhibitions at which experiences for event attendees. It is something that they exhibit. New marketing techniques learnt at Warren has impacted positively Unipart Rail and the way they Knight’s social media session helped them with the ways exhibit, increasing on-stand engagement and positive in which they could appeal to the ever-growing younger responses from visitors. audience. The team took the decision to be bold in their marketing by doing something they had never considered Since attending their first Exhibitor Masterclass organised before. By combining their new understanding of by FaceTime, the Unipart Rail marketing team has augmented reality (AR) / virtual reality (VR) with what continued to attend each year and has even invited some they had learnt from the social media session, they colleagues along from other areas of the business. created a campaign to drive customers and prospects to their stand ahead of the show. This helped them evolve “The Exhibitor Masterclass is the best learning event into the digital world that they aspired to inhabit. I’ve been to in the whole time I’ve been working in a marketing role. It doesn’t just help you exhibit better, it This led to the team running a virtual experience on their helps you market and sell better.” Nicola Holt, Marketing stand at Innotrans. Via a virtual guided tour, visitors Manager, Unipart Rail. 58 The UK Events Report 2020 - Chapter 2

using cutting-edge marketing organisations to motivate their staff in these sectors invest accrued profit techniques and/or channel partners, with the from sales to fund incentive travel • Organisers will continue to objective of improving performance programmes which will, in turn, succeed in direct proportion to at both individual and corporate boost sales. their ability to identify niche levels. This tool offers individuals or markets for new exhibitions, teams the chance to qualify for an Travel incentives and motivational which are targeted directly for a exceptional travel experience, subject events comprise a business tool specific market to their attaining pre-set goals. proved to change behaviour, improve • The exhibition sector is taking profit, cash flow, employee and important steps forward Former industry journalist, Max customer engagement and various to meet the demands for Cuff, defined incentive travel in the other business objectives. When sustainability. Action is being following terms (BVEP, 2014): properly designed and delivered, they taken to improve performance create a measurable and verifiable in waste management and ‘Incentive travel is that discipline of return on investment. The SITE environmental issues, adopting sales and marketing and management Foundation says (SITE Foundation, new techniques to improve that uses promise, fulfilment and 2013) that: recycling and reduce overall memory of an exceptional travel- waste related experience to motivate ‘Incentive travel programmes have • Successful event exhibition participating individuals to attain been proven to increase sales, boost formats are being cloned and exceptional levels of achievement in productivity, retain customers, hold rolled out to regional and their places of work or education.’ on to top talent, increase company international markets loyalty, promote teamwork and decrease (staff) turnover, among other • Exhibitions provide the perfect While companies have routinely results. Research into participants’ framework to enhance the UK’s offered a range of employee rewards, views of incentive travel programmes reputation in key markets and including gift cards, merchandise shows that they are highly effective key industries, allowing people and cash bonuses, travel has been in impacting staff performance. to drive messaging straight into found to be the most effective Similar research with sponsors of the heart of the communities motivator. It is also perceived as the such programmes shows that they they seek to influence. most valuable, with rewards ranging in value from £500 to £5,000 per have positive bottom line impact and head. Travel rewards are generally achieve other goals for the corporation.’ 2.4 Incentive Travel and used by those industries producing Performance Improvement a product or service that carries a In an article entitled ‘IT’ no longer 2.4.1 Definition and high profit margin – such as cars, a dirty word (Scaillet, 2019), Didier Background computers, pharmaceutical products Scaillet, CEO of the Society for Incentive travel is a tool used by and financial services. Companies Incentive Travel Excellence (SITE), 59

4,000 hosted buyers from more than 70 countries and almost 4,000 visitors including over 1,000 visitor buyers. Nearly 70,000 pre-scheduled appointments are made at each using IMEX’s own online appointment system.

Success has been down to a partnership mentality and, counter-intuitively, a dedication to service and The UK Events Report 2020 - Chapter 2 customer support over profit. Being willing to spend many weeks each year travelling to see partners the world over, attending their events, ‘pressing the flesh’ and meeting eye to eye has been key. This spirit of collaboration means that the IMEX brand is seen as trustworthy, loyal and committed to the health and growth of the entire global industry, not just itself! Company Profile – IMEX Group For example, over the years many exhibitors have The history of the Brighton-based IMEX Group (now experienced difficulties, be it a natural disaster or a 65 staff) is similar to many small business success withdrawal of Government support. IMEX has never stories across the UK. To this day the company flinched at stepping in to ensure they can maintain combines inspiration with unrivalled passion and presence and profile at the show until business dogged determination, and it all started with a random rebounds. chat in a hotel lobby in the 80s. Also, being a private business IMEX is more risk- That chance conversation made Chairman Ray Bloom friendly and agile than most. Directors can make realise the important role of exhibitions in bringing independent decisions, and fast. Not afraid of businesses and buyers together. Soon he and his new experimentation or bold leadership, IMEX has invested business partner were launching their first exhibition heavily and consistently in the industry’s advancement into the burgeoning incentive market. It was 1984. by developing programmes and special events for Bloom got the bug and has been running exhibitions Future Leaders, university faculty, political advocacy, almost continuously ever since. associations, corporate planners, women in events and sustainability. In the past 35 years Bloom has won Quick success in the UK led them to venture into virtually every industry recognition going and now, Europe where they launched a new show, EIBTM, in with his daughter Carina Bauer at the helm, that legacy Geneva. Last minute doubts surfaced about whether continues. high value buyers would travel from the UK to meet exhibitors in Switzerland. Invention became the mother IMEX is truly a British success story. From a small base of necessity and a brand new business model was born: in its much-loved Brighton home, it now dominates a the hosted buyer programme. This model has since global business sector and has set new standards for the become standard practice for exhibition owners the B2B trade show experience, especially in the US where world over. it refused to follow traditional ‘pipe and drape’ set-up, introducing US suppliers to new and visually stunning Fast forward to 2019 and the IMEX Group now owns methods of stand construction. and runs the two market-leading trade shows in the global meetings and events sector: IMEX in Frankfurt, With planning permission obtained recently, the launched in 2002; IMEX America, in Las Vegas, which future is bright with the IMEX Group set to build its started in 2011. own headquarters in the city, securing more jobs and ensuring that its economic impact remains locked in. Each show brings together around 3,500 exhibiting companies from about 160 countries with close to www.imexexhibitions.com 60

describes the reduction in incentive that will face corporations over the The Maritz Travel white paper claims travel during the global recession next ten years.’ that non-cash rewards tend to be between 2009 and 2014 and the ways more effective and more motivating in which big users of incentive travel 2.4.2 Incentive Travel than cash rewards, and points to avoided all mention of it as if it was a Industry Index 2018 several main factors which determine dirty word. But, he adds: why this is the case: The ‘Incentive Travel Industry Index 2018’, published by SITE, the ‘The clouds gradually cleared and Incentive Research Foundation, and • Social reinforcement: when

The UK Events Report 2020 - Chapter 2 those same companies realised how Financial and Insurance Conference other people know about disengaged they’d become from their Professionals (SITE, 2019), was your success, you get a strong people. Gradually incentive travel was the first joint study of the global feeling of social reinforcement. back on the radar and there was a incentive travel industry. It found However, it’s often not deeper appreciation of its effectiveness. that the key sectors using incentive considered acceptable to The companies which (had) cancelled travel programmes were, in order of discuss cash rewards. That their programmes due to recession, importance: makes non-cash rewards a or perception, or both, saw clearly stronger motivator when it and unambivalently the devastating comes to social reinforcement i. Finance and insurance impact that that had on their bottom • Memorability: when you ii. Science and technology lines. Once normal service was receive a non-cash reward, you resumed from 2014 onwards the iii. Professional services get to enjoy it after the fact. clear connection between incentive iv. Pharmaceutical and healthcare And, with something like an travel programmes and corporate v. Travel and tourism incentive trip, you’re building revenues was proven and companies vi. Direct selling lasting memories that persist as re-committed.’ a reminder of the reward long vii. Automotive after the trip is over He then explains: • Separability: Often, people 2.4.3 Maritz Travel White place cash rewards in the same ‘Companies are realising now that Paper ‘mental account’ as salary. This incentive travel programmes have an In a white paper entitled ‘Using means they can come to expect effectiveness BEYOND sales. They’re Incentive Travel To Hit Your Sales that reward (like they expect seeing the upswing in annual revenues Goals’, Maritz Travel states that their salary), which causes that can be attributed to a well- ‘almost no company is completely issues if the reward is removed. executed incentive travel programme satisfied with its sales performance However, people think of non- is only the tip of the iceberg in terms of (Maritz, 2019). This holds true cash rewards separately across industries, geographies and real and lasting impact. The Incentive • Evaluability: when deciding markets.’ But it suggests that while Travel Industry Index (ITII) conducted whether to pursue an incentive, ‘financial motivators definitely jointly by SITE and partners reveals employees first must evaluate help drive performance, they aren’t a significant jump in the secondary, what an item is worth to them. great motivators on their own. ‘soft’ objectives for having an incentive Because non-cash rewards are Research (from Maritz Motivation travel programme in the first place. more emotionally charged, Solutions and the Incentive Research employees tend to evaluate Foundation) shows that adding in While financial outcomes are still them higher. This is especially non-cash incentives (like travel) can dominant (‘increase in sales and/or true considering that people help drive sales: profitability for the overall company’), tend to imagine best case soft outcomes such as ‘Better • 77 per cent of channel reps scenarios when imagining relationships between employees and are more likely to sell a themselves experiencing the management’ are rising considerably. manufacturer’s product if award Overall, objectives supporting positive offered an incentive • Frequency of thought: research workplace culture are becoming shows that people think increasingly important with incentive • 84 per cent of companies use non-cash incentives about non-cash rewards more travel seen as an effective way to frequently, which contributes • 94 per cent of sales reps prefer deliver upon them. We’ve uncovered to higher performance and cash + non-cash incentives over a deeper, richer and more enduring motivation effectiveness to incentive travel that cash alone’ naturally builds positive workplace • Justifiability: people tend to culture, probably the biggest challenge say they prefer cash because 61

they think they should, end of 2018 saw a great deal of one in two buyers report that especially because the purchase market volatility with some of their overall incentive travel of luxury items often creates the largest U.S. stock market budget has increased, and feelings of guilt. However, swings to date. Such volatility more than half of all buyers research shows that people are prompts many discussions plan to increase the number actually more motivated by around the economic outlook of people who are eligible for non-cash rewards (including and its impact on incentives, travel rewards. Per person people that state they prefer rewards and recognition. On median spend was reported at cash!).’ the incentive travel side of the $4,000 while per person average The UK Events Report 2020 - Chapter 2 The white paper describes the market, things were somewhat spend for corporate buyers ‘unique career opportunities’ of neutral, with net optimism at was $8,151 and $5,193 for group incentive travel for employees. just 3%. The 2018 ‘Incentive agencies. This wide range and It quotes from research (unspecified) Travel Industry Index’ showed notable difference between the by SITE which states that the that internationally almost median and the average spend vast majority of incentive travel a third of planners (32%) on incentives is the result of programme participants say that said the national economy a growing number of outliers earning an incentive trip provides was having a positive impact who are spending as much them with: on programmes, while 29% as $50,000 per person. Many saw it as having a negative planners stick close to home, impact. North America was but long haul is still growing. • Executive interaction: face notably more positive in North America leads the way time with the company’s senior comparison to the rest of the as the top incentive travel leadership world (35% vs. 28%). The destination for U.S. programme • Unique experiences: the Incentive Research Foundation owners and providers, with the chance to take their spouse on has found optimism on the Caribbean, Western Europe, a paid vacation – without the travel side of the market to be and Australia/Pacific following headache of planning it more continuously volatile close behind. • Peer relationships: time in response to economic 4. Agility, Experiences and the to connect with and build conditions than the gift card or Design Imperative – it will relationships with other top- merchandise side of the market. become increasingly imperative performing colleagues 2. Physical and Data Security for incentive travel and • Recognition: an opportunity Are Still Paramount – With programme managers to apply to have their hard work More Resources Coming – design thinking to their process. recognised.’ both physical and data security The ‘standard three– or five- remain a top concern for buyers day’ schedule will no longer 2.4.4 IRF 2019 Trends Study and sellers involved in planning meet client and rewardee needs. The Incentive Research Foundation not just incentive travel and Incentive travel managers (IRF) published its 2019 Trends motivational meetings, but also and programme owners Study in January 2019 and, while the gift card, merchandise, and will need to continuously research has a USA focus, many of points programmes. test new and different ways the trends identified would seem to 3. Incentive Travel on the to engage attendees in be applicable to other regions of the Rise: Contributing Factors transformational experiences. world as well (IRF, 2019). The study – the forecast is a sunny Incentive travel now needs to identifies ten key trends that will one for incentive travel – entice an evermore travelled affect organisations, their products with growth supported by and experience-hungry and services, and the workforce in expanding budgets, increased generation. Designing for these 2019. From market optimism to participant eligibility, and increasingly savvy travellers concerns about risk and safety, the improved internal and public will press the bounds of regular study describes key areas of change perceptions of incentive travel programme planning, calling and their implications for workforce programmes, according to the on programme designers to engagement, incentive travel and 2018 ‘Incentive Travel Industry continuously test new ideas and recognition. A selection of the Index’. Buyers’ average spend incorporate changes quickly. findings is shown below: on travel programmes has increased significantly in 2017 1. The Economy and Merger and 2018, as compared to & Acquisition Activity – the previous years. In fact, about 62

CASE STUDY 2.3 The UK as a MICE Destination for Chinese Incentive Groups

As a company, China Holidays Ltd always recommends London is by far the most requested incentive group stay the UK as the destination of choice to our clients when in the UK, not least for its abundance of luxury hotels – a they start planning their next trip. This is because we must for the larger groups. But as the largest financial believe the UK has three key strengths which will be of centre in Europe and the world’s top financial hub, to pay interest to, or a benefit for, our Chinese groups. a visit to the ‘centre of capitalism’ is seen as the highpoint for many of these companies. Then, when added to its The first is that the UK represents “old-fashioned many attractions and proximity to so many easily reached The UK Events Report 2020 - Chapter 2 capitalism”. This makes it both mysterious and fascinating towns and cities, that include Oxford, Cambridge, Bath to most Chinese people and has kept it at the top of the and Stratford-upon-Avon, it becomes the obvious choice. most desirable destinations list for Chinese travellers. For incentive group organisers, this makes the UK important, In the 20 years that we have been organising and handling as our clients want to send their employees or agents to Chinese incentive groups into the UK, the feedback has be inspired by the luxury and desirability of a foreign always been positive. Both our clients and their travellers/ visit. delegates have been positive about their impression of Britain as a multicultural and open-minded society. Their The second is that the UK has such a wealth of rich and feedback also frequently mentions many other attributes: varied tourism resources. Its diverse culture, charming the Royal Family, well preserved castles, famous historical atmosphere, linked with its many UNESCO- universities, the tranquil countryside, a shopping paradise listed World Heritage Sites, makes it the only country in and, of course, Harry Potter! the world that can offer tourists so many scenic spots in one short journey. Along with its mild climate, which is Although there are some negative issues raised, like cost welcomed by so many Chinese, they are attracted to the and the British visa process, the UK is still seen as an convenient transport systems and the relatively low crime aspirational place to visit. In fact, for most of our clients, rate. an incentive trip to the UK is the top prize for their highest performing staff and agents. Last, and certainly not least, is that the UK is rich in MICE resources, which enable local arrangements to be However, we are seeing improvements following the made more easily and smoothly. The ability to use the successful introduction of the British Embassy’s New accumulated knowledge of mature local tour operators MICE Scheme in 2018. MICE group organisers are now and coach companies who are experienced in handling being provided with a personalised customer service and incentive groups is a great advantage. Then, when a more streamlined visa application process. coupled with the wide variety of hotels and venues that can accommodate large groups and events easily, the UK So, what could the UK be doing better? Greater shines out as a go-to destination. promotion and additional support are needed from the government. If the enormous advantages of the UK At China Holidays, our typical incentive group size is and its MICE industry could be clearly communicated between 30-60 people, but we always get some big groups to the wider circle of Chinese incentive organisers, we in excess of 150. In recent years, we have also managed could counter the fierce competition from Australia, some larger groups of 1,300, 850 and 750 pax, all with America and our European neighbours. The impact of a their own unique challenges. comparatively small investment by the government would not only benefit the MICE industry but the country as a For our smaller groups (less than 100 pax), we tend to whole. take them to visit and stay in a number of cities across the UK, as their visits usually last around eight days. Stephanie Cheng, China Holidays Ltd The most popular cities tend to be London, Edinburgh, www.hellobritain.cn Oxford, Cambridge and York. Our larger groups, especially those in the hundreds, tend to be based in London and have day trips to surrounding cities and attractions. These groups are also more likely to have a shorter stay in the UK, usually no more than five nights. 63

2.5 Corporate Hospitality Prix and the Epsom Derby, in competitions or post-match events. and Corporate Events addition to regular Premier League 2.5.1 Introduction football, international cricket and Six Raconteur quotes Luke D’Arcy, UK Nations rugby fixtures. The corporate events segment covers president of brand experience agency incentive travel, client entertainment, Momentum Worldwide, pointing to staff entertainment, meetings and Martindale says that ‘such events a rise in ‘VIP experience’: conferences and so has a clear do not come cheap to those who overlap with some of the other wish to make a good impression on “Why watch the Americas Cup when segments described separately in clients and business partners. But you can be part of the team for a leg? The UK Events Report 2020 - Chapter 2 this Report. However, this section research by STH Group, the official Why just watch Usain Bolt run in of the Report is written specifically hospitality provider for the last three Rio when you can have him DJ the from the perspective of companies Rugby World Cups and the 2019 after-party and spin your tunes like providing specialist services to the tournament in Japan, suggests it is he did for Nissan? Why just watch the corporate events segment, thus a price worth paying. More than US Open with American Express when complementing information to be 80% of those who buy corporate you can take on a virtual Sharapova found elsewhere. hospitality believe it is extremely in a match using virtual reality? effective at improving relations with Participation experience is everything.” clients, while 71% of those who Corporate hospitality is a crucial attend such events as guests say they part of the marketing mix, as Raconteur concludes its feature by are likely to increase the amount they it demonstrates a company’s stating that there is ‘no doubt the spend with that company as a result.’ willingness to get to know people market will continue to evolve, and as people. Through face-to-face providers, sports venues and clients time in an enjoyable and relaxed The Raconteur feature describes will need to come up with evermore environment, companies can build a competitive market place, with creative ways to ensure guests feel a long-lasting rapport with their expectations rising, both from clients they have experienced something a business associates, and develop and their guests. It quotes Tim bit different’. a greater understanding of their Connor, chief executive of Connoco priorities and needs. It is also a Group, as saying: 2.5.3 Keith Prowse Survey cost-effective way of associating a A 2013 survey of senior company “Hospitality no longer starts at the company brand with an iconic event. representatives by hospitality provider turnstile. The packages that are Keith Prowse showed that two-thirds more popular include limo pick-up, 2.5.2 Raconteur Feature on of those surveyed use corporate restaurant bookings and even a hotel. Corporate Hospitality Events hospitality to encourage engagement Often there is ancillary hospitality A 2016 feature on corporate between clients or staff which too, where the wife and children may hospitality events written by Nick leads to better relationships (Keith come with the client into London, but Martindale for Raconteur states that Prowse, 2013). The report underlines require a different hospitality service such events are seeing a good return hospitality as a bona fide relationship- such as theatre or shopping trips while on investment (ROI) (Martindale, building tool which is used: dad is watching the event. Top-quality 2016). ‘It comes at a price, but food is also now essential, with an increasingly inventive corporate increased demand for Michelin-star • To encourage engagement hospitality creates a valuable bond standard catering at even relatively between clients and/or staff with clients and business partners – ordinary events.” which leads to better business and delivers a return on investment.’ relationships (by 66 per cent of The feature suggests that the UK respondents) Growing expectations have also has been spoilt for choice in recent • To provide an inspirational years when it comes to major extended to the sporting arena itself, with guests increasingly expecting setting to aid interactivity (used sporting events (the 2012 Olympic by 49 per cent) Games, the Commonwealth Games some kind of enhanced experience, • 89 per cent use the traditional of 2014, and the Rugby World Cup, such as access to areas which meeting format to obtain direct for example) which have presented ordinary fans would not be granted. business decisions. huge opportunities to those wanting This can create challenges for some to entertain corporate clients. These events and sports. This desire to push are alongside the annual calendar boundaries has also spread to include Other key reasons identified by Keith of high-profile events such as access to players or high-profile Prowse for companies choosing Wimbledon, the Silverstone Grand sports or celebrity figures. This can sporting and cultural events to also extend to taking part in certain 64 The UK Events Report 2020 - Chapter 2

Image courtesy of Thirsk Racecourse & Events

entertain staff and clients were: unpredictable weather, but the first gatherings whether local, national real information on such events, or international. The visitor from • 76 per cent agreed that being jousting tournaments and village abroad is attracted to a myriad of taken to a hospitality event fairs, for example, developed from events in the UK, many of them underlines the value of the the times of the Crusades in the being steeped in tradition and guests’ organisation 11th and 12th centuries. Nowadays, history. outdoor events take place in every • 96 per cent agreed that face- corner of the UK: city centres, rural to-face interaction with The world of outdoor events has areas, mountain and coastal regions co-workers is necessary for developed into a highly professional and even in very remote locations. effective teamwork and quality standard industry made up of local authorities, show • 97 per cent agreed that Outdoor events bring life and organisers, event management ‘downtime’ with clients builds vibrancy to urban and rural spaces, companies, promoters, venue owners, stronger relationships. often creating opportunities for together with suppliers of equipment activities to reach people and and services, and consultants. The results also reveal the growing communities who do not have fluidity of meetings and that they indoor spaces. They can help to 2.6.2 ‘Value of Outdoor Events regularly run over the average bring about social cohesion in 2018 (UK)’ 60-minute time frame, which communities as well as offering New research into the outdoor perhaps explains why guests opt to people a chance to escape and enjoy events sector has been undertaken by entertain at day-long sporting and the countryside and outdoors. cultural events. Bournemouth University on behalf of the Events Industry Forum (EIF) High profile outdoor events cover and was published in October 2019 2.6 Outdoor Events a breadth of activity from major as the ‘Value of Outdoor Events 2.6.1 Definition and festivals (such as Edinburgh 2018 (UK)’, and this research forms Background International Festival), music events the basis of the following text on The outdoor events industry is a (e.g. Glastonbury), agricultural outdoor events (Jackson, Blake & dynamic segment of the business shows, sporting and charity events Hibbert, 2019). visits and events sector. Outdoor through to small village and events have taken place in the UK craft events. From the beginning, since time immemorial, despite our outdoor events have drawn large 65

Table 2.3 Explanation of outdoor event type categories Category of Description Sub-categories Examples outdoor event 1. An outdoor event Rock, classical, Shambala https://www.shambalafestival.org Outdoor music where the core content/ electronic dance Towersey Festival concert or festival programme is music, of music https://www.towerseyfestival.com/ whatever genre 2. An outdoor event where Performing Notting Hill Carnival https://nhcarnival.org Outdoor arts or the core content is creative arts, art, film, Whit Walks http://whitfriday.brassbands. The UK Events Report 2020 - Chapter 2 cultural festival/ and cultural in essence. pyrotechnics, saddleworth.org/Walks.html show/fete/ The main purpose is aeroplane, light, Bournemouth Arts by the Sea Festival carnival/parade celebratory, entertaining food, literary, https://artsbythesea.co.uk and public in nature historical, seasonal, religious, political 3. An outdoor event where Country, Bath & West Show Outdoor fair/ the main aim is to agricultural, https://www.bathandwest.com/royal-bath- exhibition/trade showcase the content/ horticultural, and-west-show show/rally programme for trade and animal, Great Dorset Steam Fair promotional reasons steam, funfair, https://www.gdsf.co.uk/ environmental, Royal Highland Show nature, waterways, https://www.royalhighlandshow.org/ non-permanent markets (farmers, Christmas) 4. The main element is Highland Games, Edinburgh Marathon Outdoor physical activity on competitions, https://www.edinburghmarathon.com/ recreational and behalf of the majority of fun runs, Walking festivals https://www. sporting events/ participants. There may obstacle races, walescoastpath.gov.uk/latest-news/ tournaments/ be spectators, but the walking, sportive, news-and-press-releases/walking- regattas main emphasis is on the wellbeing festivals/?lang=en participants 5. These events are corporate Outdoor product Todds Leap https://www.toddsleap.com/ Outdoor with the main aim of launches, book/17/extreme-play-day corporate events bringing people together experiential, Weatherized (Amplify) https://www. for corporate/business team-building weareamplify.com/work/weatherized/ reasons Source: Value of Outdoor Events 2018 (UK)

Table 2.4 Summary of the economic contribution of UK outdoor events in 2018 Type of Total Total Spend (£ Spend per GVA Employment Outdoor Attendances millions) Event (£) Contribution (FTE jobs) Event (millions) (£ millions) Music 35.3 17,606 499.13 13,588 234,380 Arts and Culture 29.5 5,590 189.22 4,384 92,692 Fairs and Shows 43.3 5,994 138.51 4,695 81,501 Recreation 29.5 9,643 327.31 7,166 168,269 Corporate 3.9 690 175.16 534 12,257 Totals 141.5 39,523 279.33 30,367 589,099 Source: Value of Outdoor Events 2018 (UK) 66

By their very nature, outdoor as closely as possible, the Great contribution, with the highest spend events are difficult to capture and Britain Day Visitor classifications. per event visit, GVA contribution and measure, involving a plethora of They incorporate the 16 event types employment. Music and recreational types, locations and organisations. identified by the Events Industry events predominantly encourage The outdoor events sector covers a Forum and offer a broader definition overnight stays, supporting diversity of types of event involving a based on the main criteria of being accommodation providers (including variety of people and organisations. essentially public and outdoor. Table retailing of mobile accommodation) What brings them together are the 2.3 summarises the outdoor event as well as food, drink, travel, durable

The UK Events Report 2020 - Chapter 2 challenges of being temporary in categories used in the VOE research. goods and merchandise suppliers. structure, as well as in time, and Figure 2.19 shows the share of spend their openness to the vagaries of the Many of these events last from one by type of outdoor event. weather. to three days and attract thousands of visitors, which can involve 2.6.4 Attendance at Outdoor For the purposes of scoping out the considerable travel and overnight Events research for the ‘Value of Outdoor stays in places ranging from Attendance figures for events are not Events 2018 (UK)’ (VOE) study, the campsites to hotels. only important for those generating following definitions were applied: an income through ticket sales or 2.6.3 Economic Contribution secondary spend but also as an • That events were of Outdoor Events indicator of how relevant such predominantly outdoors. Many of the events bring substantial events are to a person’s lifestyle and The definition given for the benefits for local economies, quality of life. The total number research surveys was to include adding to spend from visitors and of attendances at outdoor events events with some indoor tourists, and hence generate more in 2018 was 141.5 million. Figure activity but where, most of the employment and wealth for local 2.20 illustrates how the share of time, visitors were outdoors. communities. attendances breaks down by different Temporary structures such as types of outdoor event. tents, marquees and temporary The VOE research reveals that, buildings were included as in 2018, there were 141.5 million 2.6.5 Employment in Outdoor being outdoors visits to outdoor events, with a total Events • That the events made use of on-site and off-site spend of £39.5 The value of events can be measured temporary structures, whether billion. Using accepted multipliers, in terms of full-time equivalent for cover or not this means that the Gross Value (FTE) employment figures. The total • That planned/coordinated Added (GVA) contribution was £30.4 FTE employment in outdoor events activities were temporary in billion, with a full-time equivalent is 589,000. Music events have the nature (did not last longer than employment of just under 600,000 highest FTE employment (234,380) a month) people. followed by recreation (168,269), arts • That events were public (i.e. (92,692), fairs (81,501) and corporate not private weddings or Table 2.4 summarises the economic events (12,257). meetings) and employment contributions made by outdoor events to the UK • That events were ‘special’ and 2.6.6 Economic Contribution economy in 2018. It shows that, while not part of a programme of of Each UK Nation and English fairs and shows have the highest outdoor activities, such as Region attendance figures, they are generally weekly park runs. As well as the different types of more local and so the spend per events organised across the UK, event is less. Corporate events are less There are many ways of the VOE data also reveals the frequent and so play a smaller part distinguishing events, from their contribution outdoor events make by but are significant enough for them size, type of content, type of venue, UK region. Based upon an analysis of to be recognised as a component of or even their purpose. For this where survey respondents said that the outdoor event sector. research events were categorised they had attended outdoor events in into five different types, based 2018, Table 2.5 summarises the totals Outdoor music events and festivals predominantly on their main by nation and region. provide the greatest economic purpose. These categories mirror, 67

Figure 2.19 Proportion of spend by type of Figure 2.20 Share of attendances by different outdoor event type of event

Corporate Corporate 2% 3%

Recreation Recreation The UK Events Report 2020 - Chapter 2 Music 24% 21% 25%

Music 45%

Fairs 15% Arts Fairs 21% 30%

Arts 14%

Source: Value of Outdoor Events 2018 (UK) Source: Value of Outdoor Events 2018 (UK)

Table 2.5 Regional and National Contributions of Outdoor Events

Nation and Total Total Spend Spend per GVA Employment Region Attendances Event Visit Contribution England (millions) (£ millions) (£) (£ millions) (FTE jobs) East of England 13.9 3,290 236.60 2,555 48,390 East Midlands 12.0 3,184 190.64 2,286 44,376 London 24.9 8,394 336.96 6,486 126,717 North East England 5.9 1,608 271.47 1,248 23,335 North West 12.7 4,305 338.26 3,314 69,130 England South East England 17.8 4,281 240.42 3,314 63,095 South West England 12.5 3,092 246.89 2,348 43,999 West Midlands 11.1 2,705 242.94 2,102 40,829 Yorkshire and the 10.4 2,396 231.46 1,854 35,066 Humber Northern 4.2 1,494 354.49 1,140 23,279 Ireland Scotland 10.2 3,538 347.61 2,758 52,801 Wales 5.8 1,237 212.27 961 18,083 Totals UK 141.5 39,523 279.33 30,367 589,099

Source: Value of Outdoor Events 2018 (UK). Table 2.5 shows that the 141.5 million event attendances are reasonably spread geographically and broadly reflect the UK’s population concentrations, with London having the highest attendances. 68

CASE STUDY 2.4 British Air Display Association – Air Display Industry Review 2019 The British Air Display Association (BADA) was formed Seafront Displays in 2011 following a number of successful informal 2019 was a mixed year for seafront displays. Early in the meetings by organisers, pilots and others associated with season, the weather prevented several weekend locations air displays. These meetings identified a need to have an from achieving two flying days, whilst the August and organisation to encourage, promote and advance safety September events were impacted by the loss of the RAFAT and standards in British air displays whilst encouraging to its US tour. There was a reduction in the number of open discussion on all aspects of staging an airshow, from events in this category due to the Scottish International

The UK Events Report 2020 - Chapter 2 the smallest, involving a couple of flying displays, to the Air Show being unable to find an alternative location to largest with international following. Ayr, Great Yarmouth finding the losses incurred in 2018 made a repeat unsustainable, and Llandudno’s 2018 event Organising an airshow is more than just asking a few being a single year event. One new air show entered the pilots to come along and fly their aircraft and the calendar at Teignmouth in Devon. members of BADA represent every aspect of the air display community, from organisers and pilots to The combined attendance for air displays in this category commentators and showground contractors. was an estimated 3.45 million. This marks a 19% decrease on the 2018 figure. For its review of the air display industry in 2019, BADA questioned the organisers of the 38 largest air display No new economic impact surveys were commissioned venues, representing 95% of the permissions issued for for 2019. However, most surveys commissioned by event events with more than 5 flying assets. This case study organisers previously have produced a result in the region summarises some of the key findings from the review. of £26 per person in economic value. If this figure is applied to the total attendance numbers in 2019, then the While 2018 had seen a return to spectator numbers not economic impact is estimated at £90 million. seen since 2015, assisted by some excellent weather and the RAF100 celebrations, the British air display industry Smaller Events faced a tougher year in 2019, with some inclement In general, 2019 was a good year for the smaller, multi- weather conditions and the UK’s premier air show (the asset events. Weather conditions were never poor Red Arrows) being absent from the calendar in August enough to make a significant impact on the success of and September. most locations. The sector saw some expansion with the addition of Lee on Solent to the calendar, and Duxford The news that the Red Arrows (officially known as hosting a series of smaller displays to showcase their the Royal Air Force Aerobatic Team – RAFAT) were based aircraft. The Midlands Air Festival returned, albeit embarking on an overseas tour of Canada and the USA in a different location. during August and September, the height of the UK airshow season, was greeted with dismay by the majority The total attendance for events in this category was just of sea front show organisers, who were most affected by over 127,000, representing an increase of 17.5% on the their absence. RAFAT are far and away the biggest draw 2018 figure. on the British air display circuit and their departure at the end of July meant that they were absent from the Larger Events three biggest events on the display calendar – namely 2019 was a stable season for the bigger inland shows. Sunderland, Eastbourne and Bournemouth. In addition, The same eight locations returned to the calendar and all Clacton, Southport, Jersey, Rhyl, Blackpool, Portrush and experienced successful air displays, although there was no Biggin Hill all missed out on a potential RAFAT display. major theme to replace the RAF100 anniversary of 2018.

2019 marked the first year that UK air shows came to Attendance figures for this category were 395,000, a the attention of climate change protesters. Swansea and 22% decrease on the 2018 season, due in part to the fact Yeovilton were targeted by Extinction Rebellion, with a that the RAF100 celebrations of 2018 led to an extra full peaceful protest on the beach at Swansea and a protester display day. cycling along the runway at RNAS Yeovilton Air Display, prior to the display. Elsewhere, several events took Conclusion intelligence regarding potential protests at their displays Following the success of the 2018 season, 2019 saw a very seriously, although they failed to materialise. contraction of the number of displays in the seafront category, which accounts for 70% of the spectator total. 69

CASE STUDY 2.4 Cont’d This resulted in a fall in the number of people attending The exact value of the economic benefit provided by air displays and reduced the estimated total attendance to the main events interviewed for this review continues to 4.9 million people, an 8% drop on 2018. become more accurate as organisers invest in professional surveys. For 2019, a conservative estimate of £120 million For now, air displays continue to be the UK’s third largest can be attributed to the value of the air display industry outdoor spectator sector after football and horse racing. to the UK economy. In addition to this figure, another £15 million budgetary spend can be added for money It should be noted that an increasing number of display spent on actually delivering the events to the general The UK Events Report 2020 - Chapter 2 venues, especially in the seafront sector, are diversifying public. This figure does not include any benefits from the their offering beyond aircraft and flying, to include a 200 or so smaller, 1-3 asset displays. range of family-friendly ground-based activities to attract more people and protect against inclement weather. For further information visit: www.bada-uk.com

CASE STUDY 2.5 Hyde Park Winter Wonderland 2018-19 This case study is based on an article entitled ‘Winter (there is a policy of 100 per cent bag search for visitors), Wonder’ that appeared in Stand Out magazine (Stand and included a dedicated family entrance and a gate for Out, 2019a). visitors with pre-booked tickets.

In 2018 The Royal Parks awarded event organiser IMG a Suzy Griffiths explains: “Our event is a tale of two halves new six-year contract to manage and produce Hyde Park in terms of demographic. Winter Wonderland is really Winter Wonderland through to 2023-24. The last event popular with families and we want to improve on that year ran from November 22, 2018 until January 6, 2019, and on year. How do we make the event easier for those with was its 12th outing and the first year of the new six-year small children coming between 10am and 6pm? Then at tenure for IMG. 6pm, families are tired and there’s a mass exodus – the work parties, romantic dates and young thrill seekers come from Suzy Griffiths, IMG’s event director for Hyde Park Winter 6pm, so it’s about how we can make the site work better for Wonderland, describes the event as follows: “Hyde Park those two groups as they’re mingling.” Winter Wonderland really isn’t like any other event out there. I find it difficult to explain to people who have never been To achieve that aim, IMG zoned the event and before. It’s not like a festival, or a normal event, and it’s not a colour-coded each zone, making it easier for certain theme park either. It’s unlike anything I’ve seen before, of this demographics, such as families, to find their way around scale, or this popularity, that lasts for 45 days.” the site. For example, purple gate was dedicated to people with pre-booked tickets. Zoning the areas had a big When tendering for the new contract, Suzy Griffiths said influence on design – it meant that the majority of things that, if IMG wanted to make the event bigger and better that were pre-bookable were placed in the same quadrant for the next six years, interesting plans would be needed as purple gate. to keep it fresh. She added: “The one thing about Winter Wonderland is that it’s such a nostalgic time of year that Contactless technology was deployed site-wide with people have a certain list of things that they want to do hundreds of tap and pay points installed by Google when they come here. Some people have family traditions Pay. Griffiths looked at other events using RFID and and we’re super-proud that people make Winter pre-loaded wristbands and had to convince some ride Wonderland their annual tradition. So I know there are operators that the introduction of RFID and contactless things that, if I changed, it would almost be sacrilegious, payments was a good thing. but we’ve got to keep it fresh and dynamic.” Hyde Park Winter Wonderland 2018-19 had more of a While innovations over recent years have included focus on family attractions, including a real ice slide, ice the Winter Wonderland Comedy Club, ice sculpting trike trail, Snowman Experience, Teletubbies Christmas workshops and Peter Pan on ice, such changes are small show, Peter Pan On Ice, and evening parades on quiet days. in comparison because, in 2018-19, the IMG team (a full-time team of 10) completely re-designed the 144,000 Furthermore, there was a big push on sustainability – square metre site. New features included a decision to staff were given reusable bottles in order to cut down on increase the number of entrances at the event from three single use plastic, and 90 per cent of ride lights moved to five – two new entrances enhanced pedestrian flow over to energy efficient LED bulbs. 70 The UK Events Report 2020 - Chapter 2

Image courtesy of Leeds City Council

2.7 Music Events and Festivals UK arenas, Manchester Arena and societies. In November 2019, UK 2.7.1 Definition and SSE Hydro in Glasgow, also featured Music published its annual research Background in the global top four. into the music sector, entitled ‘Music by Numbers 2019’. The following The live music sector covers a huge information is drawn from this variety of events from major concerts The increasing popularity of report and is reproduced with held in stadiums and large music metropolitan music festivals such as permission: festivals, such as Glastonbury, which Liverpool Sound City and Live at Leeds attract hundreds of thousands of represents a positive development for people, to small local festivals that live music across the country. The music industry’s rich and varied have audiences of a few hundred. programme of concerts and festivals In addition to these outdoor events, Grassroots music venues play a vital continued to attract an increasing there are thousands of music events role in supporting the industry’s number of fans in 2018, with 29.8 that take place each year indoors, infrastructure and ensuring a healthy million people attending live music held in a variety of venues from music industry nationwide. They also events in the UK, a rise of 2% from major arenas to pubs. nurture the music industry’s talent 29.1 million in 2017. Total concert pipeline. Many are struggling for attendance in 2018 remained level at 24.9 million, but again the biggest The UK is home to a host of survival, however, with an estimated growth was festivals, where the total internationally acclaimed festivals 35% of grassroots music venues audience rose by 23% to 4.9 million and concerts, covering a diverse closing in the last ten years. – up from 4 million in 2017. range of musical genres. From Glastonbury to the BBC Proms, 2.7.2 UK Music Research The area of the live music industry from Creamfields to Reading and UK Music is the umbrella defined as ‘music tourism’ generated Leeds, the UK’s live music industry is organisation which represents the £4.5 billion in spend in 2018, rising world-renowned in terms of talent, collective interests of the UK’s 13% from £4 billion in 2017. A quality and production. commercial music industry – from domestic music tourist is defined as songwriters and composers, artists ‘someone who travels at least three According to Pollstar magazine, in and musicians, record producers times the average commuting distance 2017 The O2 in London was the and music managers to record in the Government Office Region in most popular live music arena in the labels, music publishers, the live which the event took place in order to world (UK Music, 2018). Two other music sector, and music licensing attend the event’. An overseas music 71

tourist is defined as ‘someone who Figure 2.21 Distribution of Music Tourists by Region in 2018 booked a ticket to a music event from their home address in a country outside the UK’. A total of 11.2 Scotland 1.1million million music tourists enjoyed events in the UK in 2018 – up 3% from 10.9 North East 274 thousand million in 2017 (and compared with 6.5 million in 2012). Yorkshire & The Humber 1 million

North West 1.3 million The UK Events Report 2020 - Chapter 2 Overseas visitors (music tourists) increased by 10% from 810,000 Northern Ireland 294 thousand in 2017 to 888,000 in 2018, while domestic tourists accounted for East Midlands 469 thousand 10.3 million of the total figure (of West Midlands 738 thousand 11.2 million), a rise of 2% from 10 million in 2017. East of England 643 thousand

Wales 363 thousand A total of 45,530 full-time jobs were sustained by music tourism in 2018 – London 2.8 million a 1% increase from 44,896 in 2017. South East 1.2 million Figure 2.21 shows the total number South West 939 thousand of tourists attending live music events across each region of the UK Source: ‘Music by Numbers 2019’, published by UK Music in 2018. Scotland saw the strongest growth, rising from 800,000 tourists in 2017 to 1.1 million in 2018. New festivals such as ‘Summer Sessions’ Figure 2.22 Regional Spend by Music Tourists in 2018 helped to attract the growing number of music tourists. London attracted the largest number of music Scotland £431million tourists with 2.8 million visiting the capital, lured partly by the range of North East £75 million festivals in parks, such as ‘Wireless’ and ‘Lovebox’. Yorkshire & The Humber £388 million North West £423 million Figure 2.22 displays the total amount of spend generated by music tourists Northern Ireland £90 million per region. This includes direct spend East Midlands £214 million such as tickets, merchandise and money spent on drinks, food and West Midlands £211 million accommodation, as well as indirect spend, which covers costs created East of England £240 million by organisers in running the event, such as hiring space or equipment. Wales £124 million London saw the greatest amount London £1.2 billion of spending by music tourists who spent £1.2 billion. Other regions that South East £566 million saw large increases in tourist spend included Yorkshire and the Humber, South West £445 million Scotland and North East England. Source: ‘Music by Numbers 2019’, published by UK Music The average spend by overseas music tourists was £851 in 2018 – a rise of 13% on the £750 of 2017. The figure For further information on UK Music’s research, visit: www.ukmusic.org 72

was more than four times higher Figure 2.23 Jobs Sustained by Music Tourism per Region in 2018 than the £196 average spend by domestic music tourists in 2018 – up by 5% on the £186 of 2017. Scotland 4,300

The map in Figure 2.23 shows the North East 851 number of full-time equivalent (FTE) Yorkshire & The Humber 4,583 The UK Events Report 2020 - Chapter 2 jobs sustained by music tourism broken down by region. Roles within North West 4,588 the industry range from promoters and sound engineers to security and Northern Ireland 1,026 bar staff, and reach across a range of East Midlands 2,732 pay grades and skill levels. Many learn on the job, as well as attending college West Midlands 2,321 and university courses. East of England 2,615 Employment numbers have risen Wales 1,754 by 15% over the past three years. The nature of the industry means London 9,252 that many festival jobs are filled by freelancers and seasonal workers, South East 5,698 many returning to the same events every year. South West 5,810

Source: ‘Music by Numbers 2019’, published by UK Music 2.7.3 Festival Superfans A BBC news item, ‘Superfans keep UK festivals going’ (BBC, 2016) quoted research commissioned by is despite extensive lobbying from start of 2019. Others have closed Eventbrite (based on a survey of various politicians and organisations due to redevelopment and noise 504 UK residents) suggesting that to safeguard the UK’s grassroots complaints, and some because of a core group of ‘superfans’ are the music scene. A large majority of lack of footfall. Insure4Music has bedrock of the UK’s festival scene, these venues have closed due to published an interactive map to attending four or more events a year. rent increases, with the government illustrate the UK’s open and closed These superfans spend an average of excluding music venues from a small music venues, which may be £581 a year on music festivals, often reduction in business rates being viewed at: https://www.insure4music. opting for VIP passes or upgraded offered to small businesses at the co.uk/venue-index/ camping options. Predominantly male, these superfans help to drive CASE STUDY 2.6 Victorious Festival, Portsmouth the music festivals market, often Victorious Festival, the UK’s biggest metropolitan festival, released a report recommending music and events to showing the event’s economic impact on Portsmouth (Access All Areas, 2019). their friends. On average, they spend The festival contributed £9,842,258 to the local economy in 2018 alone. £45 more per event than a casual fan. Those who visited Portsmouth for the day during the weekend of the festival (August 2018) increased their spend per person from £68.47 in 2017 to £85.60 2.7.4 Challenges Facing Small in 2018. Over a third (35%) of festival-goers who visited the area across the Music Venues weekend of Victorious said they had a more positive view of Portsmouth, An article published by Access with 30% of visitors confirming they are more likely to re-visit the city in the All Areas (Access All Areas, future. A total of 120,126 people attended the festival in 2018 with 67% of 2019a) summarises research by visitors coming from Hampshire and 34% from Portsmouth itself. Ninety per Insure4Music which has found cent of visitors had attended previously and nearly a quarter (24%) bought that 20% of small music venues in tickets for the full three days. Victorious provides an eclectic mix of live the UK have closed in the last 15 music and DJ performances as well as locally sourced food markets and ale years, with one small music venue stalls, an arts and crafts marketplace, a kids arena hosting themed games, live closing every month over the last performances and more. two years. The article says that this 73

CASE STUDY 2.7 Piping Live! 2017 Piping Live! is an annual event held in Glasgow that residents and 62% day visitors. Spectators attended celebrates the bagpipe and piping bands (Event Impacts, for an average of 6.8 days and purchased, on average, 2017a). The 2017 event ran from 7-13 August and 6.8 bednights. There was an average daily spend (non- included performers from six overseas countries. The accommodation) of £30. Piping Live! 2017 generated a event attracted a total spectator attendance of 45,112 direct economic impact of £2.6 million for Glasgow.

(13,078 unique spectators), of whom 27% were local The UK Events Report 2020 - Chapter 2

2.8 Sporting Events such as the Olympic Games or FIFA medal-winning potential. It has 2.8.1 Definition and World Cup – entire countries are worked with a number of national Background increasingly reliant on combining and regional partners to develop the sport and tourism to jump-start eventIMPACTS project – a toolkit Sports tourism has been central economic and socio-economic of resources to help event organisers to the growth in global travel change. Tourists engaged in sports improve their evaluation of the and tourism during the new tourism are high-spending, stay impacts associated with the staging millennium. Sport also has a role longer than other tourist categories, of sporting and cultural events. UK to play in helping to address wider and often stimulate other forms of Sport suggests that (UK Sport, 2019): social issues: it can help to address tourism. Their direct benefit to a gender inequality and assists with destination is cash – their indirect the development of life skills such In the past the success of an event benefit can be years of follow-on as leadership, decision making, has generally only been measured tourists. organisational and management in economic and/or media returns skills. Sport can also act as an on investment such as the economic effective medium for conveying 2.8.2 UK Sport Resources and impact to a region or the level of educational messages relating to Research media exposure an event received. health issues such as HIV/AIDS UK Sport, founded by Royal It has been much more difficult for awareness and malaria. Charter in 1997, provides strategic event organisers to demonstrate and investment to enable Great Britain’s evidence all the additional benefits The economies of cities, regions Olympic and Paralympic sports that can occur as a result of an event and – in the case of mega events and athletes to achieve their full taking place. A relatively new agenda 74

is that major events can deliver a broadcast that reaches one England, with an associated spending directly, or act as catalysts for, wider million viewers presents a of nearly £2.2 billion. These are trips social impacts or environmental significant opportunity to where this activity was undertaken impacts. The social impact of an event encourage people towards at least once. A single trip can concerns its effect on the people and greater physical activity involve multiple activities and so this communities around which it takes • Major events are a particularly activity was not necessarily the main place and includes, amongst other powerful way of inspiring purpose. See Table 2.6. things, the development of skills and young people to participate in volunteering, inspiring participation

The UK Events Report 2020 - Chapter 2 sport. Nearly three-quarters of The spend figures in the topic paper and delivering satisfaction. spectators under 25, and half of relate to spending that took place all TV event viewers under 25, during trips where visitors watched Major events can also have a variety felt inspired by that experience live sports. However, this is not the of environmental impacts in the areas to participate more frequently total spending attributable to (that of waste, carbon and sustainability. in sport is, motivated by) live sports. Spend It is increasingly important for event attributable to live sport is estimated organisers to understand the scale of The report makes a number of to be £3 billion among domestic these impacts, in order to best develop recommendations for maximising visitors. systems that manage them. the benefits that arise from major sporting events, including the 2.8.4 Economic Importance of The eventIMPACTS Toolkit has been co-ordination of national/regional Sport in Scotland developed by UK Sport, VisitBritain, major event strategies with national/ It can be reasonably argued that Event Scotland, the London regional sports development sporting events, whether this be Development Agency, the North strategies. It also suggests that major major international events such as West Development Agency, Yorkshire event organisers should consider how the Olympic Games or local events Forward and Glasgow City Marketing they can harness the inspirational such as premier league football Bureau. It comprises some key impact of their events on live matches, act as drivers for the wider guidance and good practice principles spectators. sporting economy. People watch for evaluating the social, economic, such events on television, become environmental and media-related 2.8.3 Live Sport and Domestic interested, and look to get actively impacts associated with staging major Tourism in England involved in the sport themselves, sporting and cultural events. (www. VisitEngland has published a topic either as players or spectators. This, eventimpacts.com/ ) paper under the heading ‘Live in turn, generates expenditure on Sport and Domestic Tourism’ sports goods, on sporting club UK Sport also published research in (VisitEngland, 2016) which focuses subscriptions and fees, and a wide 2011 into ‘The Inspirational Effect of on domestic trips involving live range of other products and services, Major Sporting Events’ which found sports, defined as those where with positive impacts for a country’s that: respondents said that they took economy. part in at least one of the following • 67% of live spectators at the activities during their overnight or A research report into the economic major sporting events studied day trip: importance of sport in Scotland, felt inspired to participate or produced in 2016 for sportscotland, participate more frequently - Watching a live football match the national agency for sport, by in sport as a result of their (not on TV) the Sport Industry Research Centre attendance at that event at Sheffield Hallam University, - Watching other live sport (not provides a snapshot of the role and • Over two-thirds of the British on TV) population (68%) had watched significance of sport in Scotland a major sporting event on TV in 2016 and summarises the The paper shows that, in 2015, there in the three months prior to key indicators for the economic were 2.57 million domestic overnight interview importance of sport in Scotland trips in England which involved (sportscotland, 2016). These are • 28% of these viewers felt watching live sport, 3% of the total, consumer expenditure, Gross Value inspired to participate or with spending of nearly £631 million Added (GVA) and employment. participate more frequently in (3% of all spending on domestic The report is the seventh study to sport as a result of watching a overnight trips). There were also 55 be undertaken on the economic major event on TV. The ability million day visits which involved live importance of sport for Scotland. to inspire 280,000 people in sport, 4% of all tourism day visits in 75

Some of the key findings of the Table 2.6 Trips to watch live sports events in England in 2015 research include: Total England Live Sport Trips Live Sport Trips ‘In2016, Scottish consumers spent Trips in 2015 (as % of total) £2,669 million on sport. Since Domestic Overnight Trips 2014, this represents an increase Trips (millions) 102.73 2.57 3% of 7% (current prices) and 3% (constant prices – inflation Spend (£ 19.571 631 3% millions)

adjusted). Consumer expenditure The UK Events Report 2020 - Chapter 2 on sport in 2016 as a percentage of Day Visits total expenditure in Scotland was Trips (millions) 1,298 55 4% 3.0% compared to 2.8% in 2014. Spend (£ 46,422 2,186 5% Important categories of sport-related millions) consumer spending include sport clothing and footwear (20%), sport Source: VisitEngland paper ‘Live Sport and Domestic Tourism’ gambling (17%), subscriptions and fees (16%) and sport TV (14%). Table 2.7 Main sport-related indicators for Scotland

Sport-related economic activity generated £2,749 million GVA in 2016, representing an increase of 1998 2001 2004 2008 2010 2012 2014 2016 8% in current prices since 2014. The equivalent increase in GDP for the Consumer 1,019 1,266 1,567 1,830 1,898 2,120 2,493 2,669 whole Scottish economy was 4%, expenditure on indicating that the sport economy sport (£ million) in Scotland has over-performed Percentage of 2.2 2.5 2.7 2.5 2.5 2.6 2.8 3.0 compared with the national average. Scottish total

The sport economy in Scotland Sport-related GVA 965 1,196 1,537 1,737 1,838 2,128 2,538 2,749 generated 64,800 sport-related jobs (£ million) (full-time equivalent), corresponding Percentage of 1.5 1.7 1.9 1.7 1.9 2.0 2.1 2.1 to 2.7% of total employment in Scottish total Scotland. Sport-related employment has increased by 13% since 2014.’ Sport-related 37.9 39.3 43.0 47.2 46.3 52.3 57.5 64.8 employment Table 2.7 shows trends in the sport (thousands) economy in Scotland during the Percentage of 1.6 1.8 2.0 2.1 2.2 2.5 2.6 2.7 period 1998-2016. Scottish total Source: The Economic Importance of Sport in Scotland 1998-2016 2.8.5 Inbound Football Tourism international business visitors also While the Irish Republic leads VisitBritain/VisitEngland’s research managed to find time to go to a the way in terms of the market department sponsored a question football match during their stay. generating the most football on inbound visits to watch football watching visits to the UK, Norway matches in the Office for National The top overseas markets sending takes the top spot when considering Statistics’ ‘International Passenger people to watch live football in the propensity to go to a live football Survey’ for 2014 (VisitBritain, 2014). UK are: match at 11% of all visits featuring The research found that, with all the football watching. The average spend sports Britain has to offer, it is the 1. Irish Republic per visit for football spectators in chance to experience a live football 2014 was £855, whereas those who match which attracts the largest 2. Norway did not attend a match had an volume of inbound visitors. The 3. Sweden average spend of £628. results showed that slightly more 4. USA than 800,000 inbound visitors went 5. Netherlands Of the visitors who gave their to a football match – almost one in primary journey purpose to the UK every 43 visitors and over 40,000 76

as ‘to watch sport’, almost three- sports events such as the tennis at the London Stadium at maximum quarters attended a football match, Wimbledon and US sports leagues capacity, StubHub estimates that the confirming that, of the live sports like the MLB London Series. 132,000 total visitors would have on offer in Britain, it is football that spent just over £9 million in local is attracting the largest volume of The index shows exactly how much shops or club stores. inbound visitors. attendance at one event boosts spending in the local community. The most popular ‘fan countries’ (i.e. Regional Spread Polling of attendees found that the where fans travelled from to attend

The UK Events Report 2020 - Chapter 2 average fan, when attending an event, a live event in the UK) in Q2 2019 Not only does football encourage spends: were: visitors to come to Britain, it also encourages them to explore different • £79 on food and drink 1. United States parts of the country. In 2017 the top region was North West England with • £70 on local shops or club 2. Ireland 11% of visitors, followed by North stores 3. Germany East England (6%) and Wales (3%). • £85 on travel 4. Canada A follow-up question in the survey • £89 on accommodation 5. Spain regarding the stadia visited showed • £67 on other activities or events that Old Trafford and the Emirates within the vicinity Stadium had the highest attendance 2.8.7 Leicester and of 109,000 inbound visitors. Each attendee, therefore, boosts the Leicestershire Sporting local economy by approximately Economy £390. To put this in context: the 2.8.6 StubHub Research into In its May 2019 issue, ‘Access All capacity of the O2 Arena in London the Economic Impact of Areas’ magazine reported that is around 20,000 seats. If every seat Sporting Events in the UK Leicester and Leicestershire had is filled, that would provide the launched a prospectus to promote StubHub claims to be the ‘world’s economy with a boost of around £7.8 their £285 million sporting economy largest ticket marketplace spanning million. (Access All Areas, 2019c). The 44 countries’, enabling fans to buy sporting venues provide 8,450 jobs and sell tickets to tens of thousands The index reveals that the MLB and attract two million visitors of events. In July 2019 it published London Series baseball matches to the county each year. The its first Live Events Index based between the Boston Red Sox and prospectus showcases the extensive on ticket purchases to UK-based the New York Yankees were the range of sporting venues in the events by international fans in the most popular events of the quarter city and county, the national and second quarter of 2019 (StubHub, overall (when looking at purchases international sports events that have 2019). The data reveals that on StubHub by both domestic and been hosted, and the other events thousands of fans travelled to the international fans). With tickets sold and conferences that they are able to UK in that period to attend top-tier out for the two games in May, and accommodate. 77

CASE STUDY 2.8 Liverpool Football Club’s Winner’s Parade 2019 ‘Stand Out’ magazine describes the event planning Susan Lees, city events manager at Culture Liverpool, required for the winner’s parade when Liverpool FC won said: the UEFA Champions League in Madrid on Saturday 1st June 2019 (Stand Out, 2019b). For Liverpool City “A lot has evolved since those previous parades in event Council’s events team, the victory signalled a flurry of management and our understanding of crowd dynamics. activity to prepare for the team’s homecoming parade We’ve taken lessons from 2005 and 2006 and used them in the following (Sunday) afternoon. It is estimated that a the planning of potential parades – and whilst many of the 750,000-strong crowd gathered along the parade route, parades haven’t happened up until today, each one we’ve The UK Events Report 2020 - Chapter 2 a 15-kilometre trail that traversed the city. The team learned something, even in the planning process, to make travelled in three open top double decker buses and it is it better. We changed the route from 2006, with a detailed thought that some 200,000 fans lined the final kilometre plan of road closures phased across the day. We monitored and a half. everything with CCTV and verbal comms on the ground and all the key stakeholders were present to make quick, While the confirmation of the event came on the football effective decisions.” match’s final whistle, planning for the event had begun some months previously. The main bulk of the planning Eddy Grant, director of safety at Symphotech, began in March 2019 when the prospect of holding two who worked as the event’s principal safety advisor, victory parades (Premier League and Champions League) commented: looked possible. Discussions were held between the LCC events team and the police, Mersey Travel and Liverpool “This was a unique event, with a complex multi-agency City Council highways department. The operational operation, where effective communication and decision- planning included a joint agency tabletop exercise on making, working with experienced partners, ensured the 3rd May, to familiarise the different agencies and their safety of thousands of people – and the Liverpool football key staff with each other, the plans and communication team. It was a long day that we reflected on with triumph, strategies. Together, they worked through a few likely pride and a sprinkling of relief as the city returned for its scenarios and looked back at the last parades in normal Monday morning business.” Liverpool: the 2005 Champions League win and FA Cup winning parade in 2006.

CASE STUDY 2.9 UCI Mountain Bike World Cup 2017 The UK leg of the UCI Mountain Bike World Cup was average of 1.9 days, while those staying overnight booked held in Fort William, Scotland over three days in June an average of 2.4 bednights. The average daily spend 2017 (EventImpacts, 2017b). The event has been held by those attending the event was £79 (excluding any annually in Fort William since 2002, generating some £37 accommodation costs).The event generated £3.7 million million for the Highlands economy. The Fort William of direct economic impact for the Highlands economy. event was named as the best Downhill Mountain Bike Mike Jardine from organisers Rare Management said: event in 2017. “Over the last 16 years we’ve worked with our partners In 2017, the event attracted 336 participants and the to establish the Fort William Mountain Bike World Cup’s involvement of 135 volunteers. It achieved media reputation as a world-class spectacle and event experience coverage by more than 250 print, digital and photo for all the family. The event brings elite riders, teams journalists from over 20 countries. Seventy-one per cent and spectators from all over the world to the Scottish of the 17,286 spectators (10,040 unique spectators) felt Highlands, where they can enjoy a great experience and encouraged to engage more often in cycling. Thirty- the legendary Fort William atmosphere.” four per cent of the spectators were local and a further 37% were day visitors. The spectators attended for an 78 The UK Events Report 2020 - Chapter 2

2.9 Business Travel business travel is more significant for the most popular countries for 2.9.1 Definition and some industry sectors than others business travel to and from the UK Background – in general, service industries tend during the period 2006-2014. to be larger consumers of business Business travel is integral to the travel than manufacturing. The smooth functioning of the events 2.9.3 Advantage Travel research found that the top five industry. Without a travel element, Partnership Research into sectors generating the most business live events could not take place. Business Travel travel activity in the UK were: Business travel describes the travel Research published by Advantage undertaken by individuals and Travel Partnership, the UK’s largest groups to attend business meetings 1. Financial service activities, independent travel agent and travel and events, and the business travel except insurance and pension management company consortium, sector embraces travel industry funding in its Hotels Quarterly Market suppliers including airlines, airports, 2. Insurance and reinsurance, Report covering the period January- accommodation companies, rail, except compulsory social December 2018, suggests that car rental, technology, payment and security and pension funding business travel may be on the rise ancillary product suppliers. The 3. Security and investigation despite concerns over Brexit (Wood, sector is served by specialist travel activities 2019). The report analyses data from corporate hotel bookings made management companies (TMCs) 4. Advertising and market between January and December 2018 who will normally be contracted by research corporations to handle the booking by Advantage’s TMC members, who and travel arrangements for their 5. Creative, arts and represent around 40% of the UK employees. entertainment activities business travel sector, highlighting The same research found that, in business travel trends and booking 2.9.2 Characteristics and volume terms, there is ‘considerable behaviour. Trends overlap in the most popular markets for travel to and from the GTMC (now re-branded as BTA) The report shows that UK regional UK, from both air connectivity research undertaken by Oxford capitals are performing strongly, with and international business travel Economics and published as ‘The overall room nights booked growing perspectives – reflecting the Value of International Business 8% across the top 250 UK cities/ interrelationship between tourism Travel’ (GTMC, 2016) found that towns. and business travel’. Table 2.8 shows 79

Table 2.8 Highest volume countries for UK business travel, travelling short or long-term, 2006-2014 European business travellers all enjoy experiencing local cultures Rank Air connectivity Total Inbound Outbound when they are working abroad and business business business are increasingly looking to stay in a travel travel only travel only ‘home away from home’ when away, 1 United States France France Germany with over a third (35.5 per cent) 2 Spain Germany Germany France now preferring to stay in a furnished apartment over a hotel. 3 Netherlands United States United States United States The UK Events Report 2020 - Chapter 2 4 Germany Ireland Ireland Netherlands The majority of Europeans (49 5 France Netherlands Netherlands Ireland per cent), and British travellers in 6 United Arab Spain Belgium Poland particular (51 per cent), also prefer Emirates to travel for longer periods, staying in one location. This is largely 7 Ireland Belgium Spain Spain because people find long-term travel 8 Italy Italy Italy Italy less stressful than jetting around 9 Switzerland Poland Switzerland Belgium frequently. 10 Hong Kong Switzerland Denmark Switzerland Other key findings from the research Source: ONS, Oxford Economics analysis include:

London continues to be business occupancy globally meant hotel rates • The average European business travellers’ favourite capital for work increased by US$2 to an average daily trip is 2-6 days trips, with 663,000 room nights rate (ADR) of US$169.41. • Despite environmental booked in 2018, an increase of 5% concerns, the plane remains the compared with 2017. But Edinburgh 2.9.4 ‘State of Long-Term most popular travel medium in experienced the highest level of Business Travel’ Europe, favoured by 62.25 per growth in 2018, with room nights Research published as the ‘State cent of travellers. booked increasing by 16%. Room of Long-Term Business Travel’ by nights booked in Belfast increased by Homelike, a tech start-up specialising 2.9.5 Corporate Travel Buyer 13% and, in Cardiff, by 5%. in accommodation booking, and Research by the ‘Business based on a survey of 2,000 business Travel Show’ The Advantage report also shows that, travellers in the UK, Germany, France The number of corporate travel on a global level, the business world and Spain, examined the evolving buyers forecasting bigger budgets for continues to travel widely and hotel business trip, how much money 2020 is at a five-year high, according demand remains strong in many business travellers spend abroad to annual research conducted by the international cities, with New York, and how travel is being influenced ‘Business Travel Show’ (Business Auckland, Wellington, Houston, Paris by current socio-economic trends Travel Show, 2020). 114 European and Sydney topping the Advantage such as Brexit and volatile global travel buyers took part in the Top Cities list. In total, worldwide economies (Colston, 2019). Business Travel Show poll, 56% volume grew by over 393,000 room from the UK, 35% from continental nights, a total increase of 8.74% The report found that European Europe and 9% from the rest of compared with 2017, indicating that business travellers make a significant the world. 61% of the buyers who SME (Small and Medium Enterprise) contribution to the local economies participated in the research control corporate accounts, in which they visit, a figure put at an average budgets in excess of £1 million. Advantage TMCs specialise, continue of €504 per week and worth an to perform strongly. estimated €103.4 billion per year Key findings from the research show spending in shops, cafes, restaurants, that: The total number of bookings bars and gyms. Europe’s biggest made by Advantage business travel spenders are the French who spend • 41% of buyers polled said their members in 2018 saw similar growth an average of €634.2 per person per budgets would be higher in – up 8.76% - while the average length week when travelling for business. 2020, compared with 33% in of stay remained constant at 1.87 2019 nights. Increased demand and higher More generally, whether they are • 45% of buyers will have more 80

to spend on accommodation in Table 2.9 Inbound visits to the UK in 2018 2020 – an increase of 16% on 2019 Journey 2018 % change Year to % change • 65% of buyers are expecting Purpose Visits versus Date 2018 versus to book more room nights, (millions) 2017 Spend 2017 compared to 40% a year ago (£bn) • 41% will have bigger airline Holiday 15.1 -2% £10.4 -3% budgets, an increase of 10% VFR 11.8 -2% £5.7 -3% The UK Events Report 2020 - Chapter 2 over 2019 Business 8.4 -4% £4.5 -15% • 52% of buyers are expecting to Miscellaneous 2.6 -16% £2.3 -14% manage more trips in 2020 Source: International Passenger Survey – VisitBritain • However, the volume of buyers (49%) predicting an increase in travel costs was also at a record relatives (VFR), for business, and for July 2019 known as the GTMC. In high. miscellaneous purposes. announcing its rebranding, the BTA also confirmed that there will be an 2.9.6 Inbound Business Travel 2018 was the second consecutive year upcoming launch in Westminster of – International Passenger of decline in inbound business visits. an All-Party Parliamentary Group Survey Prior to the declines starting in 2017, (APPG) dedicated exclusively to The International Passenger Survey business visits had generally been business travel (BTA, 2019). The reveals that, in 2018, nearly a in steady recovery since 2009 with APPG’s strategic ambition will be to quarter (22.2%) of inbound visits records being set in 2016. better promote the importance of to the UK were business trips, business travel. although this figure represents a 2.9.7 All-Party Parliamentary fall of 4% compared with 2017 Group for Business Travel (VisitBritain, 2019). Table 2.9 shows The trade association representing the breakdown of visits to the UK the business travel sector is the from overseas, covering those visiting BTA (Business Travel Association for holidays, for visits to friends and – https://www.thebta.org.uk), until References 81

Access All Areas (2019a). 20% of UK’s small venues Business Travel Show (2020, January). Corporate travel closed over 15 years, says study. Retrieved from https:// buyer budget forecasts at five-year high with increased accessaa.co.uk/20-of-uks-small-venues-closed-over-15- spend for 2020. Retrieved from https://mitmagazine. years-says-study/ co.uk/news/corporate-travel-buyer-budget-forecasts-at- five-year-high-research-finds/ Access All Areas (2019b). Official report shows positive economic impact of Victorious Festival. Retrieved from BVEP (2014). Events Are GREAT Britain. Retrieved from https://accessaa.co.uk/official-report-shows-positive- https://www.businessvisitsandeventspartnership.com/ The UK Events Report 2020 - Chapter 2 economic-impact-of-victorious-festival/ Colston, P. (2019, September). New report claims Access All Areas (2019c). Leicester promotes £285m European business travellers spend €504 a week. sporting venue impact. https://accessaa.co.uk Conference & Meetings World. Retrieved from https:// www.c-mw.net/new-report-claims-european-business- AEO (2019). Global Event Study 2018-19. Association travellers-spend-e504-a-week/ of Event Organisers in conjunction with Zing Insights. www.aeo.org.uk CWT M&E (2019, September). 2020 Future Trends Report. Retrieved from: https://www.cwt-meetings- AEO. eGuide. www.aeo.org.uk/eguide events.com/futuretrends

AEV, AEO & ESSA (2019). Economic Impact of ECM (2019, December). Meeting Statistics Report. Exhibitions in the United Kingdom, 2019. Retrieved Association Meetings International, December 2019 from https://www.aeo.org.uk/_media/Research-reports/ issue, p.8 EIA-Economic-Impact-Study.pdf Event Impacts (2017a). Piping Live! 2017. Impact report, AEV (2019, June). SASiE: Size and Scale Index for Events. EKOS. Retrieved from https://www.eventimpacts.com/ Association of Event Venues, Association of Event research Organisers, Event Supplier and Services Association in conjunction with RJS Associates and Tony Rogers EventImpacts (2017b). UCI Mountain Bike World Cup Conference & Event Services. www.aev.org.uk 2017. https://www.eventimpacts.com/research

American Express Meetings & Events (2019, September). Exhibition News (2019, April). Magazine feature The American Express Meetings & Events 2020 Forecast. article: What will define the exhibitor experience of Retrieved from https://www.amexglobalbusinesstravel. the future? Exhibition News magazine. Retrieved com/uk/press-room/american-express-meetings-events- from https://view.joomag.com/exhibition-news-april- 2020-forecast-highlights-moderate-growth-optimistic- 2019/0070342001553595084?short industry-outlook/ GTMC (2016). The Value of International Business AMR International (2019, October). Globex. www. Travel. Research undertaken by Oxford Economics. amrinternational.com/globex-2019/ www.thebta.org.uk

BBC (2016, 8th August). ‘Superfans’ keep UK festivals Hattendorf, K. (2019). UFI’s 5 trends to watch. going. Retrieved from http://www.bbc.co.uk/news/ Exhibition World, 2019, Issue 1, pp.22-25 entertainment-arts-36987957 Holt, S. (2019, June). Rethinking the event Benchmark (2019, February). Top Meeting blueprint. Exhibition News. Retrieved from Trends for 2019. Retrieved from http://www. https://view.joomag.com/exhibition-news-june- internationalmeetingsreview.com/research/top- 2019/0260054001559034256?short 10meeting-trends-watch-2019 IACC (2019). Meeting Room of the Future. Retrieved BTA (2019). GTMC rebrands as Business Travel from www.iacconline.org/iacc-meeting-room-of-the- Association. Retrieved from https://buyingbusinesstravel. future com/news/gtmc-rebrands-as-business-travel-association/ 82 References (cont’d)

ICCA (2018). A Modern History of International Scaillet, D. (2019, March). ‘IT’ no longer a dirty word. Association Meetings – Update – 1963-2017. Retrieved Conference & Meetings World. Retrieved from from https://www.iccaworld.org https://view.joomag.com/conference-meetings-world- issue-99/0653815001552295460?short IRF (2019). IRF 2019 Trends Study. Retrieved from https://theirf.org/research/irf-2019-trends-study/2617/ SITE Foundation (2013, June). Incentives Move Business paper. https://www.siteglobal.com/studies ISO (2018). ISO 25639-1:2008 – Exhibitions, shows, The UK Events Report 2020 - Chapter 2 fairs and conventions. Retrieved from SITE, the Incentive Research Foundation, & Financial https://www.iso.org/standard/43909.html and Insurance Conference Professionals (2019). Incentive Travel Industry Index 2018. Retrieved from Jackson, C., Blake, A. & Hibbert, J. (2019). Value https://www.the-iceberg.org/research/incentive-travel- of outdoor events 2018 (UK). Retrieved from industry-index-2018/ Events Industry Forum website https://www. eventsindustryforum.co.uk/index.php/contributing- sportscotland (2016). The Economic Importance of billions-to-the-uk-economy Sport in Scotland 1998-2016. Report produced for sportscotland by the Sport Industry Research Centre, Keith Prowse (2013). People Buy Experiences: A Sheffield Hallam University. Retrieved from https:// Study into the Future of Hospitality. Retrieved from sportscotland.org.uk/about-us/our-publications/ https://www.keithprowse.co.uk/state-of-hospitality- archive/the-economic-importance-of-sport/ whitepaper/ Skift (2019). The Future of Wellness in Meetings and Maritz Travel (2019). Using Incentive Travel To Hit Events. https://skift.com Your Sales Goals. www.maritztravel.com/Resources Stand Out (2019a, February). Article entitled ‘Winter Martindale, N. (2016). Corporate hospitality events are wonder’. https://standoutmagazine.co.uk/ seeing a good ROI. Raconteur. Retrieved from https://www.raconteur.net/business-innovation/ Stand Out (2019b, Summer). Article entitled ‘Liverpool corporate-hospitality-events-are-seeing-a-good-roi legends’. https://standoutmagazine.co.uk/

Meetpie.com (2018). British Meetings and Events StubHub (2019). StubHub Q2 Live Events Index reveals Industry Survey 2019. CAT Publications – the economic impact of events as US sports surge in https://mitmagazine.co.uk/bmeis/ popularity in UK. Retrieved from https://www.stubhubconcourse.com/en/learn-more/ ONS (2016). International trade in services, UK: blog/stubhubs-inaugural-live-events-index-reveals- 2016. Retrieved from https://www.ons.gov.uk/ british-fans-love-us-sports businessindustryandtrade/internationaltrade/bulletins/ internationaltradeinservices/2016 Szomoru, P., (2015). Quotation from ‘Marketing Destinations and Venues for Conferences, Conventions PCMA Foundation & Marriott International (2019). and Business Events’. Routledge. Future of Meetings and Events. Retrieved from https://www.routledge.com/Marketing-Destinations- https://pd.pcma.org/FutureTrends2019 and-Venues-for-Conferences-Conventions-and- Business/Rogers-Davidson/p/book/9781138852150 Rogers, A. & Davidson, R. (2015). Quotation from ‘Marketing Destinations and Venues for Conferences, UIA (2018). Survey on International Meeting Issues Conventions and Business Events’. Routledge. – 2018. Retrieved from https://uia.org/publications/ https://www.routledge.com/Marketing-Destinations- meetings-survey and-Venues-for-Conferences-Conventions-and- Business/Rogers-Davidson/p/book/9781138852150 UFI (2019a). The Global Economic Impact of Exhibitions. Retrieved from https://www.ufi.org Rogers, A. & Smith, R. (2019). UK Conference and Meeting Survey 2019. www.ukcams.org.uk 83 References (cont’d)

UFI (2019b, July). Global Barometer Survey. VisitBritain (2014). Inbound football tourism research. Retrieved from https://www.ufi.org/wp-content/ Retrieved from https://www.visitbritain.org/inbound- uploads/2019/07/23rd_UFI_Global_Barometer_ football-tourism-research July_2019.pdf VisitBritain (2019). UK Highlights – Full Year 2018 – UK Music (2018, October). UK Live Music Attendance Journey Purpose. Retrieved from and Music Tourism in 2017. Retrieved from https://www. https://www.visitbritain.org/2018-snapshot ukmusic.org/research/ The UK Events Report 2020 - Chapter 2 VisitEngland & VisitBritain (2016). Live Sport and UK Music (2019). Music by Numbers by 2019. Retrieved Domestic Tourism. Retrieved from https://www. from https://www.ukmusic.org/assets/general/Music_By_ visitbritain.org/sites/default/files/vb-corporate/ Numbers_2019_Report.pdf Documents-Library/documents/England-documents/ live_sports_topic_paper.pdf UK Sport (2011). The Inspirational Effect of Major Sporting Events. www.eventimpacts.com/research Wood, S. (2019, April). Business travel on the rise in the UK despite Brexit. Conference & Meetings World. UK Sport (2019). Research and Impacts – Event Impacts. Retrieved from https://www.c-mw.net/business-travel- Retrieved from www.uksport.gov.uk/our-work/investing- on-the-rise-in-the-uk-despite-brexit/ in-events/research-and-impacts 84 The UK Events Report 2020 - Chapter 3

CHAPTER 3 THE GLOBAL COMPETITIVE LANDSCAPE

3.1 Introduction demanding this scale of bid activity, A BVEP paper Opportunities for Television news items featuring the although the principles underlying Growth in the UK Events Industry: competition between cities across such activity are equally applicable to Roles and Responsibilities (BVEP, the world to host major sporting bids for whatever size of event. 2011) states that: events such as the Olympic Games and the Football World Cup have It is undeniably the case that we ‘The UK is considered generally to familiarised us with the notion that live in a global marketplace and be an expensive destination with a success in bidding to stage these competition from other destinations, fragmented convention industry but events can only be achieved through both cities and countries, grows we should seek to build on the key lengthy, sustained, expensive, and continually fiercer. Chapter 7 in this strengths that are inherent in the high-profile activity. Images of report describes some substantial UK events industry. These include bidding teams assembling weighty investments in the UK’s physical geographic location, quality and bid documents and support product designed to attract major variety of venues with exceptional materials, often running to hundreds events to these shores, but also green credentials, the English language of pages, reinforce the notion that an highlights a number of issues and and Britain’s strong science and enormous amount of research, hard challenges we face to ensure that our medicine pedigree.’ work and professionalism are needed infrastructure for events is as good to stand any chance of success. as it can possibly be. Other parts These strengths are undoubtedly Scenes of elation on the part of the of this report describe additional just as relevant and applicable in successful bid teams are balanced forms of investment (in education 2020 but to them we could perhaps by the desolation of those who are and training and skills development, add: creative event management unsuccessful, their disappointment marketing, innovation and creativity, skills, a high level of government the only fruit of what may have been for example) being made to support for the events sector, world- a bid campaign lasting years rather strengthen and secure the UK’s ‘offer’ leading technology companies, and a than weeks or months. Fortunately, in this highly competitive, dynamic cohesive approach to marketing the there are relatively few events international industry. UK as a destination for global events. 85

This chapter looks at the nature of Canada’s key economic drivers, • In 2014 Dubai founded the global competition and provides academia, vibrant destinations Dubai Association Centre details of the UK’s rankings and conference infrastructure, (DAC) as a partnership in terms of its conference and Business Events Canada offers between Dubai World Trade exhibition performance, as well as its conference organisers access Centre, the Dubai Chamber competitiveness in the related fields to Canadian innovators and of Commerce and Dubai of travel and tourism. thought-leaders to augment Tourism, designed to target meeting agendas. “Having a association business to Dubai sound strategy is crucial to (Dubai, 2019). The DAC’s

3.2 The Nature of Global The UK Events Report 2020 - Chapter 3 Competition elevate Canada’s reputation remit is to establish non-profit in an ever-evolving and and non-religious professional Competition from other countries competitive environment,” associations and bodies in the and destinations can take many said Chantal Sturk-Nadeau, Emirate of Dubai. The DAC is forms, from higher marketing executive director of Business able to help with registration budgets to greater levels of Events Canada. “With that and licensing, facility infrastructure investment, from in mind, we’ve aligned our management and organising more client-friendly policies and marketing strategy to Canada’s meetings and events. By May laws to a more professional and global trade priorities, and 2019 60 associations worldwide better supported approach to event are focusing on key priority had opened ‘satellite’ offices in bidding. A few examples help to put sectors where Canada holds a DAC’s office space, securing the scale and nature of the global competitive advantage.” a Middle East base to expand competition for events business into within industries across the context: • In 2019 the South Korean capital, Seoul, announced region and beyond. DAC’s new meetings and incentives main objective is to grow Dubai • In spring 2018 Tourism and the UAE as a knowledge Australia announced the packages, with the aim of attracting more international hub across key sectors. DAC creation of an AU$12 is a platform for professional million national Business delegates (Seoul, 2019). PLUS SEOUL will include a range of and trade associations, and the Events Bid fund to attract primary target associations more international business expanded options to customise locally-hosted events with are those operating within events to the country, where Dubai’s high-priority the top three industries for more personal branding and experiences. The added sectors such as healthcare, attracting such events were construction, financial services, shown to be Health Care and incentives reflect Seoul’s strong government-level commitment technology, tourism, trade and Social Assistance (33.5%), manufacturing Professional, Scientific and to boosting the city’s meetings Social Assistance (18.3%), industry, in response to • Denmark’s four leading and Financial and Insurance increased overseas demand. meetings destinations Services (6.9%)(Tourism The customizable features of (VisitAalborg, VisitAarhus, Australia, 2018). In the spring PLUS SEOUL include company- Inspiring Denmark and 2019 Tourism Australia branded cakes and cookies for Wonderful Copenhagen) have reported that its Business events with 50-199 participants, banded together to launch a Events Bid Fund Programme team-building programmes new programme designed to had helped to double the value and entertainment for 200-499 make international conventions of business events secured by participants, event branding more impactful for both the country over the past three on buses and photo mosaic associations and destinations months to a new milestone of walls for 500-999 participants, (Denmark, 2019). The Danish AU$187 million and event videos and on-site destinations, gathered together Korean cosmetic booths for in the alliance MeetDenmark, • Business Events Canada 1000 or more participants. have launched a new Outreach is focused on attracting These features all come on top Lab, which will bring relevant conference events from across of core PLUS SEOUL benefits public and private local actors the key economic sectors for corporate meetings and together with the association/ in which Canada excels incentives, including financial, meeting planner to identify, (Business Events Canada, promotional and operational develop, and act on common 2018). By focusing on the support based on event size and goals for the association and whole ecosystem, aligning scope the destination. At outreach 86

labs, focus can be on mission Russian Foreign Ministry to 3.3 UIA and ICCA Country and and identification of drivers apply for an eight-day visa. City Rankings 2018 that can increase the impact The application can be made The UK has enjoyed significant for both association and the no later than four and no success in attracting major sporting local stakeholders. It can earlier than 20 days before the events, described further in other also be promotion/exposure expected date of entry. This parts of this Report, but comparative and corporate/community new initiative follows similar data is not available to show how outreach, government schemes previously introduced successful the UK has been in relationship building, etc. for travel to Kaliningrad and

The UK Events Report 2020 - Chapter 3 securing events against international Concrete activities that may be the Kaliningrad Region as well competition for many of the other relevant to promote common as Vladivostok and airports individual segments of business goals could, for example, be across the whole of Russia’s visits and events. There is, however, local attendance promotion, Far Eastern Federal District. It well established research into the sponsor development, technical is anticipated that this service staging of international association tours, research matching, will significantly improve the and international governmental ancillary events coordination, city’s accessibility and appeal conventions and conferences, engaging local business, jobs for international association published annually by the Union of fair coordination, network congresses as well as corporate International Associations (UIA) clinics, business matching events and the International Congress & service, government meetings, • The global nature and growth Convention Association (ICCA). media support, community of the international conference While the UK has different rankings event coordination. Bettina and events sector is well in the two datasets for 2018 (different Reventlow-Mourier, Deputy demonstrated by the evolution criteria are used – see below), both Convention Director and Head of one of the industry’s major suggest that there is still ‘room for of Congress for Wonderful trade shows, IMEX (IMEX, improvement’. Recommendations Copenhagen, said the goal is 2019). The first IMEX in for achieving such improvements are to build a new world-leading Frankfurt was held in 2003 and, listed in other chapters of this report. model for outreach: “We want in that year, 119 countries were to create a significant value- represented as exhibitors. Fast 3.3.1 UIA Rankings add for the international forward 16 years and IMEX in The latest Union of International association coming to Frankfurt, taking place each Associations’ (UIA) rankings were Denmark. We are focused on spring, has grown enormously. published in its ‘60th International helping associations achieve The 2019 edition welcomed Meetings Statistics Report’ (UIA, greater impacts in fulfilling 3,439 exhibiting companies 2019). The report summarises their own goals and missions from 172 countries and 7,793 some important trends for the while also strengthening the visitors in total including international association meetings value of visiting congresses 3,817 hosted buyers from 83 market, representing 167 countries for Danish society beyond the countries. IMEX America, and 1,197 cities: traditional direct economic which celebrates its 10th benefits. We’re looking to birthday in 2020, has gone from develop a powerful nexus strength to strength. At the • Meeting numbers have been between community goals and 2019 show, held in the autumn relatively stable at around association goals.” in Las Vegas, there was a total 12,000 annually • International conference, of 4,226 buyers including • There is a significant growth in exhibition, incentive and event 3,426 hosted buyers from the number of meetings with delegates from 53 countries 68 countries. There was an under 500 participants visiting St Petersburg are now increase in exhibitors across the • The number of meetings with a able to arrange fee-free e-visas board including suppliers from concurrent exhibition has risen for visits of up to 8 days (this hotels, the USA and Canada, • While Europe remains the facility was already available Europe, Asia Pacific, the Middle preeminent world region to 34 other countries) (St East and the technology sector for staging international Petersburg, 2019). Visitors - totalling over 3,500 exhibiting association meetings, Asia’s to Russia’s cultural capital companies. market share is growing can complete an online significantly process on the website of the • In 2009, 2010, and 2014 there consular department of the were over two association 87

meetings per million global Table 3.1 Top International Meeting Countries and Cities in inhabitants 2018 – UIA • Meetings have become shorter Number of meetings per Number of meetings per city in duration country The UIA report provides rankings Rank- Country Number of Rank- City Number of by country and by city for three ing meetings ing meetings different categories of international meeting, but the rankings shown 1 Singapore 1,177 1 Singapore 1,177 2 Republic of 854 2 Brussels 733 below are based on its ‘A’ heading, The UK Events Report 2020 - Chapter 3 Korea covering meetings organised or sponsored by ‘international 3 Belgium 849 3 Seoul 431 organisations’ i.e. international 4 USA 592 4 Vienna 401 non-governmental organisations 5 Japan 579 5 Tokyo 313 (NGOs) and intergovernmental 6 Austria 472 6 Paris 259 organisations (IGOs) included in 7 France 455 7 Madrid 190 the UIA’s Yearbook of International 8 Spain 441 8 London 183 Organizations, with at least 9 United 329 9 Barcelona 148 50 participants, or number of Kingdom participants unknown. Table 3.1 10 Germany 296 10 Geneva 145 shows the top ten countries and Source: Union of International Associations cities in 2018 and the number of international meetings staged. Table 3.2 ICCA country and city rankings measured by 3.3.2 ICCA Country and City number of meetings organised in 2018 Rankings 2018 The International Congress & Number of meetings per Number of meetings per city Convention Association (ICCA) country rankings 2019 cover meetings Rank- Country Number of Rank- City Number of organised by international ing meetings ing meetings associations which take place on a 1 USA 947 1 Paris 212 regular basis, attract a minimum of 2 Germany 642 2 Vienna 172 50 participants and rotate between 3 Spain 595 3 Madrid 165 a minimum of three countries 4 France 579 4 Barcelona 163 (ICCA, 2019). ICCA identified 5 United 574 5 Berlin 162 12,937 rotating meetings taking place Kingdom in 2018, representing an increase 6 Italy 522 6 Lisbon 152 of 379 meetings compared to the 7 Japan 492 7 London 150 number recorded at the same time in 8 China – P.R. 449 8 Singapore 145 2017. It is the highest annual figure 9 Netherlands 355 9 Prague 136 that ICCA has ever recorded in its yearly statistics. Table 3.2 shows 10 Canada 315 10 Bangkok 135 the rankings of the top cities and 11 Portugal 306 11 Buenos Aires 133 countries. 12 Republic of 273 12 Hong Kong 129 Korea 13 Australia 265 13= Amsterdam 123 3.4 The Global Exhibitions 14 Sweden 257 13= Tokyo 123 Marketplace 15 Belgium 252 15 Seoul 122 3.4.1 UFI Global Exhibition 16 Austria 240 16 Copenhagen 120 Barometer 17 Brazil 233 17 Brussels 112 In respect of research into the 18 Argentina 232 18 Dublin 104 global exhibitions market, UFI (The 19 Poland 211 19 Stockholm 103 Global Association of the Exhibition 20 Switzerland 208 20= Budapest 100 Industry) publishes an annual 20= Tapei 100 ‘Global Exhibition Barometer’, the 23rd edition of which was published Source: Union of International Associations in July 2019 (UFI, 2019). While this 88

CASE STUDY 3.1 Germany. Expertise. – tap into local expertise and sector know-how to build better business events The following article was written by Matthias Schultze, pool of business leaders, scientists, engineers, academics Director of the German Convention Bureau, and is and experts can add another level of know-how provision reproduced with permission. to your agenda.

Providing environments that resonate with Connecting your attendees with industry communities in your attendees’ industry and business focus is a destination means people can be inspired and learn. Be The UK Events Report 2020 - Chapter 3 key for engaging experiences it site visits, get-togethers, speakers or other elements – if How do conference planners choose destinations? Why the quality of your event’s surrounding resonates with do they go for one country or city and not the other? attendees, their work, expertise and business challenges, The parameters influencing this choice are complex and you can offer more opportunities for learning, sharing intertwining. Topic, target group, competitive situation knowledge, creating connections and, ultimately, provide and not least budget are just a few factors to mention a better experience. here. However, if I had to name one element that is taking on increasing importance in the decision-making process, Germany using expertise in key sectors to I would go for relevant industry expertise at your chosen provide tailor-made experiences destination that enriches the experience attendees have. In Germany, for example, we look at six key sectors As we know from our research, 74% of event planners (see Figure 3.1) in which the country plays a major say that access to relevant know-how is important when role as a global leader and agenda setter to tailor choosing a destination – and here’s why. meetings and events to the needs of event planners in different industries. From technology and innovation to Attendees look for events that make a healthcare, the environment or transport and logistics, difference the fact that the country can offer these hubs of expertise With the digital transformation marching on in recent for organisers to use and connect with is an important years, we have seen the meeting and event sector element that has contributed to establishing Germany in undergoing tremendous change. How we meet, why we the group of top international destinations for meetings meet, how suppliers market their service, all these things and events. The very specific German decentralised are in flux. They transform and evolve. One key factor landscape of commercial and scientific clusters that cover in this environment that no-one within the meeting the whole country and that also unlock smaller cities and event community can afford to ignore any longer as destinations for business events provides conference is the growing importance of the attendee experience. planners with valuable resources and flexibility to be The latest results of the ‘Future Meeting Space’ research creative in their approach to design experiences that that the German Convention Bureau undertakes with a really connect attendees with the place, rather than just sit variety of industry partners make it very clear that how in a room that could be anywhere in the world. you engage attendees is vital for the success of business events – and this means creating experiences that really Numerous conversations with a wide variety of event make a difference for the people attending and add value professionals at the recent IMEX exhibition in Frankfurt for them. also confirm my belief that the focus on putting meetings and conferences in context with local expertise is vital Meetings and conferences as connectors to for our industry’s future development. Meetings and business hubs and industry expertise conferences are, essentially, about bringing people and their know-how together. Meeting planners Association meetings, corporate events or product should, therefore, make use of the connecting powers launches are all occasions where people come together destinations can provide to ensure that attendees get the to connect, network and, most importantly, learn. most out of their experience – including unique insights Knowledge transfer is one of the most important reasons into local expertise that will make your event stand out. for people to attend meetings, congresses and other business events and the importance of local expertise in key sectors is evident in this context. Destinations where For more information about Germany. Expertise. visit: meetings can be integrated in, and tap into, an existing https://www.gcb.de/discover-germany/discover-german- expertise.html 89

Figure 3.1 Page illustration from the Germany. Expertise. brochure The UK Events Report 2020 - Chapter 2 90

CASE STUDY 3.2 Melbourne Convention Bureau Performance 2018-19 Melbourne Convention Bureau achieved record financial in bidding for events, resulting in several significant wins, results in 2018-19, with business events generating including the 2023 Rotary International Conference, AU$507 million (Melbourne Convention Bureau, 2019). the most valuable conference ever won for the state. The Figures show that business events have become the event is expected to attract 20,000 Rotary members from highest-yielding sector in the Australian state of Victoria’s over 200 countries and regions worldwide, injecting over visitor economy, with a 28% increase in economic AU$110 million into the Victoria economy. contribution compared to the previous year.

The UK Events Report 2020 - Chapter 3 Other notable conferences include The International The revenues were generated by 299 events, which are Convention of Jehovah’s Witnesses 2019, International estimated to have attracted more than 136,000 new Congress of Genetics 2023, 20th International Union visitors to Victoria and over 226,000 room nights. The of Basic and Clinical Pharmacology, and the World record-breaking year can be attributed to years of work Congress of Philosophy 2023.

Figure 3.2 Impacts and Issues Facing the Global Exhibition Industry

Results from current survey - June 2019 Results from last survey - December 2018

24% 25% 19% 19% 19% 20% 15% 15% 10% 9% 5% 5% 6% 4% 2% 3%

State of the Competition Global Competition Regulatory / Internal Impact of economy in from within the economic with other Stakeholders Other challenges digitisation home market industry developments media Issues

80% 74% 70%

54% 51% 41% 39% 36%

12% 19% 8% 15% 8%

Human Finance Other Responding New Internal Internet Social Virtual Other Sustainability Health Other Resources to customer digital Processes media trade & safety digitisation products shows needs

(multiple answers possible) Source: UFI ‘Global Exhibition Barometer’

research does not provide rankings Figure 3.2 provides a more detailed UK respondents anticipating higher by country or city showing the most analysis of the key impacts and issues turnover in 2019 and 2020, and some successful players, it does identify facing the global exhibition industry, 55 per cent predicting an increase in key issues affecting the exhibitions and how these may have changed in profits of more than 10 per cent for marketplace. As with previous the six months since the previous 2019. Figure 3.3 gives more detail surveys, the clear majority of survey. of the financial performance of UK responses from exhibition organisers exhibition companies. around the world related to the following four issues: The same survey examines the financial performance of the UK’s 3.4.2 AUMA Study on • The state of the economy in the and other countries’ exhibition Exhibition Company home market organisers, with year-on-year Revenues • Competition from within the comparisons and also a forecast In September 2019, AUMA, the Industry for business expectations in 2020. Association of the German Trade Fair • Global economic developments It shows an encouraging picture in Industry, published the results of a • Internal challenges terms of the companies’ turnover, study into the revenues of exhibition with approximately 90 per cent of companies globally (AUMA, 2019). 91

The study is based on reported Figure 3.3 Financial Expectations of UK Exhibition Companies revenues (in 2018) from companies Turnover Operating Profit that solely operate as exhibition organisers, venues, or companies active in both fields. The study 27% reveals that seven of the world’s top 15 exhibition companies are based in Germany, with combined revenues 55% of approximately €4 billion in 2018. However, two UK companies top the The UK Events Report 2020 - Chapter 3 90% 89% rankings, with turnover significantly 100% higher than any of their competitors. Of the 34 exhibition companies 64% which have revenue totalling more than €100 million, nine are based 45% in Germany and eight in the UK. Companies from Europe dominate this ranking overall, with only four 10% 11% 9% of the 34 companies based outside Europe. Table 3.3 provides a detailed H1 H2 H1 2018 2019 breakdown of the AUMA research 2019 2019 2020 and rankings. Increase Decrease: 10% or more Increase of Reduced Stable (between more than 10% by 11-50% -10% and +10%)

Source: UFI ‘Global Exhibition Barometer’ 3.5 Travel and Tourism Competitiveness Within the related fields of travel Table 3.3 Revenue of Exhibition Companies Worldwide and tourism, the World Economic Forum’s ‘Travel & Tourism Revenue of Exhibition Companies Worldwide (more Competitiveness Report 2019’ than Euro 100 million) positions the UK in sixth place out of Company 2018(€) 2017 (€) 2016 (€) 140 countries in its competitiveness 1. Reed Exhibitions (GB) 1,351.9 1,264.0 1,277.4 index, measuring the set of factors and policies that enable the 2. Informa (GB) 1,318.9 631.1 358.3 sustainable development of the 3. Messe Frankfurt (Germany) 718.1 669.1 647.0 travel and tourism sector, which 4. GL Events (France) 477.0 481.9 452.6 contributes to the development and competitiveness of a country 5. MCH Group (Switzerland) 463.9 421.8 410.0 (World Economic Forum, 2019). The 6. Messe Munchen (Germany) 417.9 332.6 428.1 framework for the index, covering 7. UBM plc (GB) 415.8 979.0 830.6 the factors and policies being assessed, is set out in Figure 3.5. 8. Comexposium (France) 366.0 264.0 277.0 9. Messe Berlin (Germany) 352.1 284.0 309.4 The top ten countries in the World Economic Forum travel and tourism 10. Koelnmesse (Germany) 337.4 357.9 274.0 competitiveness index are: 11. Emerald Expositions (USA) 332.6 285.2 305.9 1. Spain 12. NürnbergMesse (Germany) 315.1 205.5 288.0 2. France 13. Deutsche Messe (Germany) 309.7 356.4 302.3 3. Germany 4. Japan 14. Messe Düsseldorf (Germany) 294.0 367.0 442.8 5. United States 15. Fiera Milano (Italy) 247.2 271.3 221.0 6. United Kingdom 16. PSPA TOPCO Limited 242.3 171.1 182.8 7. Australia (Clarion Events)(GB) 8. Italy 9. Canada 17. HKTDC (Hong Kong) 240.0 254.1 237.6

10. Switzerland Source: AUMA Study 2019’ The UK has slipped one place from the previous 2017 index when it occupied fifth place. 92

CASE STUDY 3.3 Shenzhen World Exhibition & Convention Center In late 2019 China opened Phase 1 of what will become the largest exhibition venue in the world. The new Shenzhen World complex is located just across the border from Hong Kong and is a truly breathtaking achievement The UK Events Report 2020 - Chapter 3 of planning and engineering.

With Shenzhen transforming itself in recent decades from a small fishing town of 30,000 people to a 19 million population super city that boasts a GDP third only in China to Beijing and Shanghai, the Shenzhen World Exhibition and • A two-level central corridor moves visitors Convention Center is set to be the main platform for efficiently from North to South the industries of the Pearl River Delta to showcase their • Shenzhen World is 3 kilometres from Shenzhen products to the world. Airport and 75 kilometres from Hong Kong Airport • The venue is served by two metro stations Specific features of the complex will include: With a fishbone style roof running the length of the 1.75 kilometres’ construction, the project is striking to say the • Phase 1 will deliver 400,000m² of purpose-built least. Exhibition industry consultants JWC have ensured indoor exhibition space a very high specification all through, and there are to be • Phase 2 will add a further 100,000m² four hotels on site when Phase 2 is complete. • The venue is designed with an organising spine to connect 19 halls arranged symmetrically along a High-tech is not only embedded in the venue building central corridor but expected to power business with high-tech enterprises • There are two main registration lobbies (each of such as Huawei, Tencent and DJI based in the city. 6,000m²) directly connected to the subway, two This case study is based on an article by Paul Colston VIP entrances to the west, plus the grand South entitled ‘Shenzhen World: a big leap into China’s future’ that Entrance appeared in ‘Exhibition World’ magazine (Issue 5, 2019).

Figure 3.5 Framework for the Travel & Tourism Competitiveness Index The T&T Competitiveness Index 2019 Framework Travel & Tourism Competitiveness Index

Source: World Economic Forum References 93

AUMA (2019, September). Reed and Informa top the St Petersburg (2019, October). St Petersburg expands charts in latest AUMA study. Exhibition News. Retrieved fee-free visas for international delegates. Retrieved from from https://exhibitionnews.uk/reed-informa-top- https://www.c-mw.net/st-petersburg-expands-fee-free- charts-auma-study/ visas-for-international-delegates/

Business Events Canada (2018). Alignment brings Schultze, M. (2019, May). Providing environments ICT into sharp focus. Conference & Meetings World. that resonate with your attendees’ industry and

Retrieved from https://view.joomag.com/conference- business focus is key for engaging experiences. German The UK Events Report 2020 - Chapter 3 meetings-world-issue-94/0197776001525362608?short Convention Bureau. Retrieved from https://gcb.de/ p.3 germany-meetings-magazine/mice-think-tank/2019/ tap-into-local-expertise-and-sector-know-how-to-build- Colston, P. (2019). Shenzhen World: a big leap into better-business-events.html China’s future. Exhibition World. Retrieved from https://view.joomag.com/exhibition-world-iss Seoul (2019, June). South Korea launches new meetings ue-5-2019/0487270001571133092 package PLUS SEOUL. Conference & Meetings World magazine. Retrieved from https://www.c-mw.net/south- BVEP (2011, October). Opportunities for Global korea-launches-new-meetings-package-plus-seoul/ Growth in the UK Events Industry: Roles and Responsibilities. Retrieved from https://www. Tourism Australia (2018). New Bid Fund ‘game changer’ businessvisitsandeventspartnership.com/research-and- Down Under. Conference & Meetings World. Retrieved publications/research/category/4-bvep-research from https://view.joomag.com/conference-meetings- world-issue-94/0197776001525362608?short Denmark (2019, May). Denmark launches new outreach meetings alliance. Conference & Meetings World UFI (2019, July). Global Exhibition Barometer. magazine. Retrieved from https://www.c-mw.net/ Retrieved from https://www.ufi.org/wp-content/ denmark-launches-new-outreach-meetings-alliance/ uploads/2019/07/23rd_UFI_Global_Barometer_ July_2019.pdf Dubai (2019). Dubai Association Centre. Conference & Meetings World. Retrieved from https://view. UIA (2019, June). 60th International Meeting Statistics joomag.com/conference-meetings-world-issue- Report. Retrieved from www.uia.org/publications/ 100/0776396001556726159?short p.39. meeting-stats

IMEX (2019). Data supplied by IMEX to BVEP. World Economic Forum (2019). Travel & Tourism Unpublished. Competitiveness Report 2019. Retrieved from http:// www3.weforum.org/docs/WEF_TTCR_2019.pdf ICCA (2019, May). The International Association Meetings Market 2018. Retrieved from www.iccaworld.org

Melbourne Convention Bureau (2019, October). Melbourne reports record-breaking financial results. Retrieved from https://www.c-mw.net/melbourne- reports-record-breaking-financial-results/ 94 The UK Events Report 2020 - Chapter 4

CHAPTER 4 HOW EVENTS DELIVER ON THE UK’S INDUSTRIAL STRATEGY

4.1 Introduction key points from which are set out in government said that, while the UK In recent years the government has this chapter. has significant economic strengths demonstrated its increasing support which can be built upon, more needs for the events sector. In 2015 it This activity has taken place against to be done to increase productivity published its first Business Visits and the backcloth of a new Industrial and make the most of the untapped Events Strategy (DCMS, 2015), one Strategy for the UK, published by potential right across the country. It of the key commitments of which the government in 2017, and the five undertook to boost productivity and was to create an Events Industry main themes or ‘foundations’ of this earning power across the country Board to work with government strategy are detailed in section 4.2 by focusing on the 5 foundations on fulfilling objectives within the below (BEIS, 2017). The strategy has of productivity. The 5 foundations strategy. The Events Industry Board led to the creation of a number of support the government’s vision of a held its first meeting in January 2016 Sector Deals for important sectors of transformed economy and they are: and continues to provide Ministers the national economy, including one and Officials with guidance and for the Tourism Sector with its close 1. Ideas feedback on how Britain may become links to events. The Tourism Sector 2. People a more competitive environment deal, published in June 2019, is also 3. Infrastructure in order to attract, grow and create summarised in the chapter. 4. Business environment international events (Chapter 10 of 5. Places this report gives more details of the 4.2 The Government’s work of the Board). Industrial Strategy: the 5 foundations The following provides a summary of how the government plans to In 2017 the government published In June 2019 the government implement its Industrial Strategy its Industrial Strategy (BEIS, 2017)). published its ‘International Business based around these 5 foundations. Events Action Plan’ (DCMS, 2019a), In introducing the strategy, the 95

4.2.1 Ideas – to be the world’s Key Policies will put technical education on most innovative economy the same footing as our academic The Industrial Strategy states that • Raising total research system, with apprenticeships and our ability to innovate – to develop and development (R&D) qualifications such as T levels. We new ideas and deploy them – is one investment to 2.4% of GDP by will continue to support teaching in of Britain’s great historic strengths, 2027 our schools, flexible career learning from the jet engine and the bagless • Increasing the rate of R&D tax and other measures to transform vacuum cleaner to MRI scanners and credit to 12% people’s life chances. the world wide web. We are a global • Investing £725 million in new The UK Events Report 2020 - Chapter 4 leader in science and research: top Industrial Strategy Challenge Key Policies in measures of research excellence Fund programmes to capture the value of innovation and home to four of the top 10 • Establish a technical education universities in the world. system that rivals the best in the 4.2.2 People – to generate world, to stand alongside our good jobs and greater earning We need to do more to ensure our world-class higher education power for all system excellence in discovery translates The United Kingdom has one of into its application in industrial and • Invest an additional £406 the most successful labour markets commercial practices, and so into million in maths, digital and in the world. Our employment is technical education, helping to productivity. The government and at near historic high – one of the address the shortage of science, the private sector need to invest more fastest post-recession rates relative technology, engineering and in research and development (R&D). to other major economies. It is maths (STEM) skills We need to be better at turning underpinned by a world-class higher • Create a new National exciting ideas into strong commercial education system, the first choice Retraining Scheme that products and services. And we of students and researchers around supports people to re-skill, must do more to grow innovation the world. Employers are ever more beginning with a £64 million strengths in every part of the UK, investment for digital and closely involved in the system, and as well as maintaining our position construction learning we are committed to delivering three as a global leader in science and million apprenticeship starts by 2020. innovation 4.2.3 Infrastructure – a major upgrade to the UK’s But we still face challenges in Through our Industrial Strategy, infrastructure meeting our business needs for Britain will take a leading role Infrastructure is the essential talent, skills and labour. In the in a new industrial revolution as underpinning of our lives and work, past, we have given insufficient significant as the last. We will drive and having modern and accessible attention to technical education. We change through the biggest increase infrastructure throughout the do not have enough people skilled in public investment in R&D in our country is essential to our future in science, technology, engineering history. We will ensure the UK is growth and prosperity. and maths. We need to narrow the best place for innovators and, disparities between communities through our Grand Challenges Much of this investment is, by its in skills and education and remove (these cover: Artificial Intelligence nature, large scale and long term, barriers faced by workers from and Data, Clean Growth, Future of and one of the most significant under-represented groups in realising Mobility, Ageing Society and more ways the government can influence their potential. details are accessible at: https://www. the economy – from our transport gov.uk/government/publications/ and housing through to the roll-out We will ensure that everyone can industrial-strategy-the-grand- of digital networks. Our National improve their skills throughout their challenges/industrial-strategy-the- Infrastructure and Construction lives, increasing their earning power grand-challenges), we will drive Pipeline is worth around £600 billion and opportunities for better jobs. We partnerships between the best minds and public infrastructure investment will equip citizens for jobs shaped by in science and business throughout will have doubled in a decade by next generation technology. As the Britain. 2022-23. economy adapts, we want everyone to access and enjoy good work. We 96

We must make sure our with over £1 billion of public the challenges and opportunities of infrastructure choices not only investment, including £176 new technologies and ways of doing provide the basics for the economy, million for 5G and £200 business. they must actively support our million for local areas to encourage roll out of full-fibre long-term productivity, providing Key Policies greater certainty and clear strategic networks. direction. Our investment decisions • Launch and roll out Sector need to be more geographically 4.2.4 Business Environment – Deals – partnerships between

The UK Events Report 2020 - Chapter 4 to be the best place to start balanced and include more local government and industry and grow a business voices. We can improve how we aiming to increase sector link up people and markets to The United Kingdom has a global productivity. The first Sector attract investment, and we must be reputation as a good place to do Deals are in life sciences, more forward-looking in respect of business. A new business starts up construction, artificial intelligence and the automotive significant global economic trends. every 75 seconds, and we are home to five of the top 10 fastest-growing sector businesses in Europe. People looking • Drive over £20 billion of Through our Industrial Strategy, to grow or relocate a business come investment in innovative and the country’s economic geography to Britain confident in our high high potential businesses, will be transformed by a surge of corporate standards. The OECD including through establishing infrastructure investment heralding a ranks us as one of the best places to a new £2.5 billion Investment new technological era. Fund, incubated in the British start and grow a business; we have Business Bank the most competitive tax rates and We will build a Britain that lives on we are welcoming to global talent • A review of what actions could the digital frontier, with full-fibre be most effective in improving and disruptive start-ups. broadband, new 5G networks and productivity of SMEs, smart technologies. We will create including how to address the Our challenge is to improve how we a new high-speed rail network ‘long tail’ of less productive spread the best practice of our most that connects people to jobs and businesses. productive businesses. We are one of opportunities, regenerate our stations the world’s great financial centres, yet and airports, and progressively 4.2.5 Places – to have growing businesses sometimes face upgrade our road network. And we prosperous communities difficulty in accessing finance. will improve people’s lives where across the UK they live and work, with high quality The United Kingdom has a rich housing and clean, affordable energy. Our managers are, on average, heritage with world-leading Providing the right infrastructure in less proficient than many businesses located around the the right places boosts the earning competitors, and we should make country. Our cities, towns and rural power of people, communities and better connections between high- areas have competitive advantages businesses. performing businesses and their that will be essential to shaping our supply chains. economic future. Key Policies Our Industrial Strategy aims to Yet many places are not realising • Increase the National make Britain the best place to start their full potential. The UK has Productivity Investment and grow a business, and a global greater disparities in regional Fund to £31 billion, draw for innovators. We will drive productivity than other European supporting investments in productivity in businesses of all sizes countries. This affects people in their transport, housing and digital by increasing collaboration, building pay, their work opportunities and infrastructure skills and ensuring everyone has their life chances. • Support electric vehicles the opportunity of good work and through £400 million charging high-paying jobs. We will ensure the Every region in the UK has a role infrastructure investment and financial sector is better connected to play in boosting the national an extra £100 million to extend to the rest of the economy, driving economy. We will build on the strong the plug-in car grant impactful investments. We will create foundations of our city, growth • Boost our digital infrastructure a business environment equipped for and devolution deals and continue 97 to work in partnership with local sector productivity. Ten Sector Deals and entertain them. 130,000 hotel leaders to drive productivity. We will have been launched to date and rooms will be built over the next 5 introduce Local Industrial Strategies two of these, covering the Creative years, representing the largest hotel and further strengthen local Industries and Tourism, have a direct investment anywhere in Europe. leadership through Local Enterprise bearing on the events sector. The 75% of these new rooms will be Partnerships and Mayoral Combined Creative Industries Sector Deal is outside the capital, supporting Authorities. described more fully in Chapter 5 of the government’s intention that this report while key points from the the benefits of tourism should be We will also introduce new policies Tourism Sector Deal are summarised felt across the whole of the UK. The UK Events Report 2020 - Chapter 4 to improve skills in all parts of the below (DCMS, 2019b). Significant investment will also be country, create more connected made in attractions by the private infrastructure, back innovation The Tourism Sector Deal sets out and public sectors – including strengths, ensure land is available for how the government and industry investment in both our natural and housing growth, and strengthen our will work in partnership to boost built heritage, museums and arts. cultural assets. productivity, develop the skills of the UK workforce and support Investment will also be made in the We are working with our partners destinations to enhance their visitor people who work in the sector, so in the devolved administrations offer. that the growth in visitor numbers to deliver ambitious plans for can, in turn, create equivalent communities across Scotland, Wales Key areas of focus include: growth in well-paid employment and Northern Ireland. We will also opportunities. The industry will continue to build the Northern 4.3.1 Increase in visitor create 30,000 apprenticeship starts Powerhouse and Midlands Engine to numbers each year and a new mentoring help create prosperous communities In 2018 the UK attracted 38 million scheme will help 10,000 employees throughout the UK. international visitors, who added develop their careers in the sector. £23 billion to the economy, making This will complement a commitment Key Policies tourism one of the country’s most by the government to ensure that important industries and the third our education system supports the • Agree Local Industrial largest service export. Current industry’s needs, including the roll- Strategies that build on local forecasts predict the sector will out of 2 new T level courses. strengths and deliver on deliver a 23% increase in inbound economic opportunities visitors by 2025. Domestic tourism This will ensure that visitors to • Create a new Transforming is also set to increase by an estimated the UK are served by a highly Cities fund that will provide 3% per annum until 2025. In 2018, knowledgeable and skilled workforce. £1.7 billion for intra-city British residents took 119 million transport. This will fund overnight trips in the UK, totalling 4.3.2 Productivity projects that drive productivity 372 million nights away and Resources will also be better used as a by improving connections spending £24 billion. within city regions result of this deal, as productivity in the sector is currently hampered by • Provide £42 million to pilot the over-reliance on the traditional a Teacher Development The Deal seeks to develop the Premium. This will test the infrastructure necessary for this July-September peak season. 38% impact of a £1,000 budget influx of visitors. It also creates a of holidays by inbound visitors take for high-quality professional framework to position industry to place in these 3 months. This deal development for teachers take advantage of new markets as sets out how the UK will increase working in areas that have well as leveraging initiatives designed the number of off-season visitors fallen behind. to deliver the Grand Challenges via 2 major interventions. Firstly, relating to the data-driven economy, the government will create up to 5 4.3 Tourism Sector Deal clean growth and an ageing society. new Tourism Zones to support areas The government’s Industrial Strategy wishing to improve their tourism envisages the creation of Sector Deals With this predicted increase in offer, particularly focusing on those as partnerships between government visitors, there needs to be investment areas looking to boost off-season and industry aiming to increase in the infrastructure to accommodate visits. 98

Secondly, business events often Business Events Growth Programme, retain those that might be thinking drive inbound visits outside of which VisitBritain uses to provide about leaving. the peak leisure season, and the financial support to destinations UK government is launching an in attracting bids and growing Achieving this vision will help International Business Events Action international delegate numbers. generate growth and prosperity Plan (see later in this chapter) in through: conjunction with the Sector Deal. But the government has recognised This plan sets out how the UK will that, as the UK leaves the European a. The direct economic impact of The UK Events Report 2020 - Chapter 4 maintain its position as a leading Union, there is an opportunity to international business visitors nation for hosting business events take its support to the next level to spending money during their in Europe and sets out clear steps to remain competitive and make clear stay bring more major conferences and that the UK remains fully open for b. Repeat visits from business exhibitions to the UK. business. visitors who decide to return to the UK at a later date with 4.3.3 Visitors of the future 4.5 The UK Government’s friends and families, or who In recent years, competition around International Business Events extend their visit to spend time with their friends/families in the world has seen a race to build the Action Plan – 2019-2025 the location best understanding of customers, In 2019 the government via the c. Attracting key industry both in how they travel, but also Department for Digital, Culture, decision makers, academics and how they search, feel inspired and Media and Sport published an innovators to the UK spend their money. It is no longer Action Plan which sets out what d. Facilitating more dissemination simply a case of looking backwards further steps the government will of knowledge and research at trends to understand the future. take to create, attract, grow and outputs and showcasing British retain international business events To be globally competitive, we need products and services real-time data and so we will develop (DCMS, 2019a). The key points from e. Increasing opportunities for a new Tourism Data Hub, which this Action Plan are summarised exports and inward investment below. will help Britain make the most of for UK businesses as well as for its tourism offer by understanding business to be conducted on an the motivation and movement international scale of its visitors. The Tourism Data f. Enhancing regional prosperity Hub will be a ground-breaking and sense of place by creating new way of helping the sector to an approach that takes into gain a better understanding of its account all the regions and potential market. The UK also has nations of the UK. the ambition to become the most The UK government has designed accessible tourism destination in the Action Plan to complement Europe by 2025, increasing the the work of each Devolved number of international visitors by Administration, where appropriate, 33%. and will continue to consult the Devolved Administrations on future 4.4 The UK Government’s work, where appropriate. Business Visits and Events 4.5.1 The UK Government’s Strategy Vision for Business Events 4.5.2 Developing the Strategy In 2015 the government published its The UK government’s vision is for In 2015, the Government published ‘Business Visits and Events Strategy’ the UK to maintain its position the ‘Business Visits and Events (DCMS, 2015), which outlined how as a leading European country for Strategy’ which outlined how the the government would bring a more hosting business events, conferences government intended to help grow coordinated and targeted approach and congresses. To do this, the the Business Events industry within to supporting business events. It government wants to help create new the UK. The strategy recognised that, set up the Events Industry Board to international business events, attract whilst the UK government provided advise government on the best way more existing events to the UK, grow discrete support to business events, forward. It also created the GREAT our already successful events and 99 it had not done so on a strategic, e. Be one of the sectors identified Growing Existing Events overarching basis. by the Department for International Trade and the While aiming to win existing events The Action Plan serves as an update Department for Digital, Culture with a track record of success is a Media and Sport as key to the to that strategy, by setting out in prudent approach, there are a finite development of the Business greater detail a concrete government number of events that can feasibly Events industry. The current offer of support to the Business list of priority sectors for the come to the UK each year due to Events industry. The Action Plan will UK government includes: capacity constraints and the fact The UK Events Report 2020 - Chapter 4 be delivered by the UK government, Advanced Manufacturing, that many events are not peripatetic led by the Department for Digital, Aerospace, Automotive, and do not move from their chosen Culture, Media and Sport and BioEconomy, Consumer, host destination once established. other relevant UK government Creative, Education, Energy, The UK government’s support offer, departments. It will be supported by Engineering, Financial Services, therefore, will also apply to growing VisitBritain and the Events Industry Food and Drink, Health and existing UK events in order to attract Board and will continue to consult Life Sciences, Infrastructure, greater amounts of international the Devolved Administrations, other Marine, Space, Sport, Smart businesses and delegates. This is Cities and Technology. UK government departments and where the Events Industry Board wider industry, where appropriate. f. Link closely to one or more considers there are the biggest of the four Grand Challenges opportunities. identified in the Industrial 4.5.3 What Events Will the UK Strategy (the Grand Challenges Government Support? are: Artificial Intelligence For growing events, the government The UK government has created a and data; the ageing society; will largely use the same criteria as set of criteria for identifying existing clean growth and the future of for attracting events, although the business events that the government mobility) 300 delegate minimum and 50% might support. It has produced g. Have the ability to attract international targets will need to be separate criteria for attracting events inward investment to UK realistic ambitions for the bidder to the UK, growing existing events businesses. rather than existing figures. and creating new ones. These are set Events should also demonstrate out below. The UK government may the active involvement and support To optimise these opportunities decide to support events which do of local, national and regional a highly proactive approach will not meet the criteria on a case-by- partners including, but not limited need to be adopted, identifying case basis. For retaining events, the to, destination management the existing events which meet government will try and retain all organisations, venues/conference the criteria and then approaching those that are thinking of leaving. centres, the Local Authority and/ organisers to discuss ways of or other sub-regional economic supporting them to grow. These Attracting Events to the UK delivery partner, and the Devolved could be domestic only events Administrations where appropriate. with the potential for attracting In order to be eligible for the Appropriate due diligence must an international audience or government’s support offer, an event be made on the event, to ensure international events held in should ideally: the organisers are acting fairly and Britain that can further grow their transparently. international profile. a. Draw at least 50% of delegates from overseas; The government is particularly Creating New Events b. Attract a minimum of 300 keen on events which enhance delegates; the reputation or impact of UK Key UK government objectives, such c. Not displace existing academia, encourage knowledge as those laid out in the Industrial international events in the UK; sharing and bring key opinion Strategy, could be met or enhanced d. Have potential opportunities to leaders from their fields to the UK. by the creation of new business create fringe events in addition events. The UK government will, to the main event, so as to therefore, work across government, extend the length of time that with the Devolved Administrations delegates stay; and in partnership with other 100

public and private stakeholders, to event. Developing a more systematic 4.5.4.2 Financial Support support the creation of new business approach to government advocacy VisitBritain have run an Events events. This includes government and political support could secure Support Programme since 2016. sponsored/organised events such as more major events. Advocacy This is now called the Business the International Business Festival or support can be given at all stages of Events Growth Programme and is the Global Disability Summit. an event’s life cycle - from bidding to funded through an annual grant hosting. from the GREAT programme via Creating new events is, however, a the Department for International The UK Events Report 2020 - Chapter 4 significant investment for the UK What we will do Trade. The programme supports government and each event would the attraction and growth of need to be considered against its own For events that meet the criteria, the international business events which business case. Department for Digital, Culture, align with UK priority sectors by Media and Sport, working with providing: 4.5.4 The UK Government’s VisitBritain and, where appropriate, Support Offer with Devolved Administrations and • Financial support - which The UK government’s support offer regional bodies, will offer: involves giving grants to help to business events which meet the support the development criteria outlined above is based on • Ministerial letters or videos of of a bid (e.g. marketing and findings from existing research and support to accompany bids or digital activity) and increasing an event’s appeal to overseas extensive stakeholder engagement to welcome organisers to the attendees. The fund will by the government and the Events UK generally offer successful • Ministers or senior officials Industry Board. The exact mix of applicants up to £20,000; and, support on offer will vary depending attending site visits • Government advocacy / soft on the specific needs of the event. • Where appropriate, Ministers support - which involves or senior officials speaking at, Support with visas, for example, working with partners or attending, events will not be needed for events where across Whitehall to leverage delegates come from countries that • Assistance with bringing in Ministerial support for do not need visas for entry into influential speakers to events; the event, as set out in the the UK. The offer is split into six and, government advocacy section different types of support: • Hosting delegations where above. appropriate, including 1. Government Advocacy in historical government The Business Events Growth buildings, and using 2. Financial Support Programme awarded nearly £755,000 government-owned property in its first three years across 38 3. Destination Marketing for receptions/meetings/ 4. Arrivals and Welcome dinners where appropriate and events, many of which reported valuable rises in international 5. Capacity and Connectivity possible. attendees. For example, the 6. Government Coordination. The Department for Digital, Culture, programme supported the UK Media and Sport will work with the Security Expo 2017 in London, 4.5.4.1 UK Government leading to a 53% increase in Advocacy Foreign and Commonwealth Office, as well as VisitBritain’s overseas international attendees. A 2011 report on Subvention offices and the British Council, to Practices identifies government assess what use can be made of the The Programme does not currently advocacy as one of the ways in which UK’s overseas network in enhancing fund ‘subvention’ activities. the UK could increase its success the advocacy offer. Subvention is most commonly in bidding for international events, understood as providing direct especially when the overall offers VisitBritain and the Department for financial assistance to help win and are similar (BVEP, 2011). Advocacy deliver events. The most common is seen by many decision makers as Digital, Culture, Media and Sport will assess, on an ongoing basis, the forms of subvention provided by an indication of the commitment national and regional government of the relevant government to impact of government advocacy in order to refine the offer over time. include direct financial subsidy, supporting the delivery of their discounted venue hire costs and 101 hosting events as part of the wider from GREAT for the Business Events to encourage those visiting for events programme. Growth Programme in 2019-2020. to stay for longer.

A report commissioned by The Business Events Growth What we will do the Business Visits and Events Programme will consider the size Partnership identified that the and scope of the fund, as well as Destination and marketing support UK has, in the past, provided very potentially moving away from the will continue to be delivered by limited funding and in-kind support annual funding cycle to a longer time VisitBritain through the Business in order to win events (BVEP, horizon that better aligns with the Events Growth Programme and their The UK Events Report 2020 - Chapter 4 2016). Approximately half of the 85 lead-in times for business events. core business events work. Aside destinations surveyed (both UK and from providing financial support, international) stated they had lost The Department for Digital, Culture, their core activities will include: bids to other destinations because of Media and Sport commissioned a lack of subvention funding. Only external research on the issue of • Hosting workshops across 13% of destinations stated that this subvention funding to cover the costs the UK which will share best was not an issue. of hosting an event, and its relative practice on collaborative importance when compared with bidding for events. These Encouraging a collaborative other factors (DCMS, 2019c). The workshops will be focused approach between partners involved scope of the research project was not on increasing the skills of smaller destinations who in bidding and hosting events exhaustive, and its main purpose was wish to grow their profile for ensures that the destination can to inform policy decision-making. hosting international business offer a more compelling, structured The research has been published events and wish to develop ‘package’ to the organisers when alongside this Action Plan and its collaborative relationships bidding for events and allows bidders findings will be incorporated into within and between to articulate more effectively the ongoing considerations around destinations overall in-kind and direct support future UK government subvention • Developing tools for package. This should include support. destinations to use in their collaboration between the local and bids, including ad-hoc research regional government, destination 4.5.4.3 Destination Marketing into the business events market management organisations, and Promotion within the UK transport and accommodation Research shows that awareness and • Continuing to host the annual providers as well as Mayoral knowledge of many UK destinations MeetGB Conference, bringing support (where relevant). Glasgow remains low amongst those looking together international buyers from across the world to meet in particular is well-known for for host cities for their business event UK destinations its collaborative approach. ‘Team (Strategic Research and Insight, Glasgow’ comprises the Scottish 2017). The research also shows that • Providing advice and assistance to destinations on how to Event Campus (SEC), the Glasgow many destinations do not have the enhance a bid and destination City Marketing Bureau, universities, resources to reach international venues, hotels, restaurants, services, offer for overseas delegates; decision-makers by themselves. and, transport providers, local and • Working with destinations to national government all pulling The UK government is also keen together in a coordinated way to help showcase their regional for destinations to maximise the highlights, ease of travel, ease deliver the best possible experience opportunities around delegate trip of access and accommodation to event organisers and visitors. This extensions. Research conducted by offer - not just for delegates but approach has encouraged events VisitBritain found that delegates also their families and travel such as the European Association of who extended their trip for leisure companions. International Education to be held at purposes spent almost £1000 more The Department for Digital, Culture, the SEC. than if they had not extended Media and Sport, VisitBritain and the (VisitBritain, 2018). Trip extensions Events Industry Board will together What we will do also provide an opportunity for promote the Business Events Growth destinations which are not well Programme, especially to those VisitBritain have secured funding known for their leisure tourism offer 102

smaller associations and buyers who Border Force will work with Port whether it fits the brand image of the are less likely to be familiar with the Operators to provide appropriate event. The UK is well rated on this offer (see also Chapter 8 for further support for events that meet the aspect of decision making by those details of VisitBritain’s Business criteria. This could include the offer who know about its cities, although Events Growth Programme). of a premium service, on a cost per- there is a view that smaller cities do delegate basis, which could include not have large enough or suitable 4.5.4.4 Arrivals and Welcome a Fast Track service at airports venues. Assessing the capacity of An important factor in the decision and a targeted ‘warm welcome’ at venues, however, is not as simple The UK Events Report 2020 - Chapter 4 making process for organisers ports of entry. The welcome might as counting the number and size of choosing where to host their event is include banners, posters and event venues. One issue is seasonality - the quality of the welcome that they information desks. 52% of exhibitions take place within and their delegates might receive. the months of March, September, Welcome includes the process As a result of recent changes, visitors October and November. Conversely, delegates have to go through before from Australia, Canada, Japan, New July, August and December combined leaving their own country (including Zealand, Singapore, South Korea had 8% of exhibitions. This would visa applications, if applicable), and the USA are now able to use indicate that there are a number of having a pleasant airport experience the ePassport gates at ports across months where capacity is tight, but and their experience of the host the UK airports and juxtaposed others where there is the space to town or city. Welcome is particularly controls in a move designed to have host. important in markets such as China, a transformational impact on their and it can have a significant impact border experience. This change is What we will do on how the UK is perceived. a prime example of sending the message that the UK is open and It is recognised that although This evidence suggests that the vast welcoming. the UK’s connectivity to the rest majority of business event delegates of the world is high, the onward to the UK can enter without a visa. 4.5.4.5 Capacity and journey can be more complex. The However, the ease of getting a visa is Connectivity Department for Digital, Culture, important to the perception or view Ease of access is deemed one of Media and Sport will work with of a country’s welcome. Amongst the most important factors in VisitBritain and the Rail Delivery a sample of respondents from 20 destination choice with 77% of Group, who will facilitate talks with countries, 44% of those surveyed organisers placing it in their top the train operating companies, stated that ease of visa application three priorities (Strategic Research to explore ways of improving was a very important element of and Insight, 2017). London scores connectivity to and from business welcome, and this figure was higher highly for ‘ease of access’, in part events venues across the UK. This in some countries that need visas to due to its availability of airports. will include liaising with travel come to the UK. Manchester and Birmingham also providers to investigate whether the score relatively highly, but other cities timing of target events is fed into What we will do are often perceived as ‘awkward’ timetable and maintenance decisions. to get to, which is one of the main It will also include raising awareness UK Visas and Immigration will reasons they do not win more events. of existing connectivity. provide relevant and appropriate Ease of access does not only relate visa support for applicable events to flights but how easy it is to get We will require those events seeking that meet the criteria. Relevant from the airport into the city and/or support from UK government to support might include ensuring venue. have included the involvement operational teams and/or Visa of transport partners at the event Application Centres are made aware Suitability of venues is the second bidding stage, with an emphasis on of any anticipated peaks in demand, most important factor when delivering improvements to the ‘final providing a point of contact for choosing a destination with 62% mile’ where relevant. events managers to liaise with on of organisers placing it in their visas and access to premium lounges top three priorities. This includes VisitEngland will conduct a detailed in airports. assessing their overall capacity, exercise to assess all the venues that number of breakout rooms and can accommodate a plenary for at 103 least 400 people in England and will The UK government agrees with assess the availability of these venues the views expressed by the Events over the coming years. This will help Industry Board that we need to the UK government understand have closer engagement with key existing capacity and feed into the players in the events industry on the ‘attract, grow and create’ decision- ground, such as those responsible for making process. conference venues and hotels. The Board will, therefore, set up a panel We will assess how conference of Senior Industry Leaders to meet The UK Events Report 2020 - Chapter 4 centres across the UK can be twice yearly and to be chaired by financially supported in developing the Minister for Arts, Heritage and their access to full fibre broadband Tourism. and will review the opportunities for the adoption of 5G as this technology The Events Industry Board has set becomes more widely available. To up two working groups which look support the sector’s ability to attract at specific issues that the Board have international delegates, the UK identified as being important to government will offer a new £250,000 the industry. These working groups scheme to improve broadband will review issues across the UK connectivity in conference centres. and will consult with the Devolved Administrations on findings, as 4.5.4.6 Government appropriate: Coordination In order to deliver the support offer a. Capacity: Chaired by Chris identified in this Action Plan, the Skeith, CEO of the Association government recognises the need of Event Organisers, this for a coordinated, efficient, cross- group is assessing the infrastructure that we have government approach. This includes in the UK to support the a pipeline, which VisitBritain is industry – including venue developing, of international business capacity, transport, digital and events that represent key sectors and investment; and address economic impact, seasonality b. Talent and skills: Chaired and regional spread. VisitBritain by Sarah Wright, events will work with The Department for consultant, this group is Digital, Culture, Media and Sport and looking at how the events other UK government departments to industry can remain identify a prioritised list. competitive in staff recruitment and retention. What we will do The working groups submitted their reports towards the end of 2019 The Department for Digital, Culture, and some of their key findings and Media and Sport and other relevant recommendations are included in UK Government Departments will Chapters 6 and 7 of this report. continue to work closely with the These are being considered by the Events Industry Board, and its new Events Industry Board and by the UK Chair Michael Hirst OBE, to help government. grow the business events industry across the UK. We have updated the Board’s terms of reference to match the contents and delivery of this plan. 104 References

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The UK Events Report 2020 - Chapter 4 Events in Britain. Retrieved from: https://www. government/uploads/system/uploads/attachment_data/ businessvisitsandeventspartnership.com/research-and- file/812897/CPC_Report_Value_of_Subvention- publications/research/category/4-bvep-research Final_23052019__1_.pdf

BVEP (2016). UK Subvention Policy and Bid Strategic Research and Insight (2017). Destination Support Practice. Retrieved from: https://www. Decision-Making, Motivations and Barriers. businessvisitsandeventspartnership.com/research-and- https://www.strategic-research.co.uk/ publications/research/category/4-bvep-research VisitBritain (2018). Business Events Research. Delegate DCMS (2015, March). Business Visits and Events spend and trip extensions. Retrieved from Strategy. Retrieved from: https://www.gov.uk/ https://www.visitbritain.org/sites/default/files/ government/publications/business-visits-and-events- vb-corporate/Documents-Library/documents/ strategy England-documents/report_business_events_research_ modules_1_3_final.pdf DCMS (2019a, June). The UK Government’s International Business Events Action Plan 2019-2025. Retrieved from: https://assets.publishing.service.gov.uk/ government/uploads/system/uploads/attachment_data/ file/812894/2305-G_International_Business_Events__1_. pdf 105 The UK Events Report 2020 - Chapter 5

CHAPTER 5 IDEAS 5.1 Introduction The sub-sectors include advertising, added (GVA) to the national The first of the five foundations of architecture, crafts, design (graphic economy (£101.5 billion) productivity in the government’s and fashion), film/tv/radio, IT/ • The creative industries have industrial strategy (see Chapter 4) is software, publishing, museums/art grown twice as fast as the ‘Ideas’, and this chapter will describe galleries, and music/performing arts. national economy for GVA, and three times as fast in terms of a number of key ways in which the jobs created events industry supports and delivers In 2001 the government’s Creative the government’s objectives of Industries Mapping Documents • Vitally important for exports (generating £46 billion in goods increasing creativity and innovation described ‘Creative Industries’ as and services worldwide), with across the UK economy. It will also a term for ‘those industries which the creative industries’ export have their origin in individual show the UK’s leading edge position value nearly double their creativity, skill and talent and which in the development and application share of the national economy, of technology for the management of have a potential for wealth and job helping to make the UK a great, events. creation through the generation and global trading nation exploitation of intellectual property’ • Also important for the creation The chapter contains sections on: (DCMS, 2001). of tomorrow’s jobs, with a the creative industries, creative event high proportion of creative agencies, technology and digital The creative industries are: industries businesses being developments in UK destinations, small and medium-sized and event technology. • Bigger than UK Life Sciences, enterprises (SMEs), whose Aerospace, and the Automotive work is often project-based and automation-resistant. 5.2 The Creative Industries Industries combined The ‘Creative Industries’ is an • The largest sector falling under the remit of the Department for The creative industries election umbrella term covering a range of Digital, Culture, Media and Sport manifesto, published October 2019, sub-sectors where more than 30% (DCMS) for jobs (2 million), and states that, ‘beyond the economic of staff are in creative occupations. the second largest for gross value benefits, the creative industries 106

continue to tackle regional more than £150 million across and its application can be seen inequalities, build communities the lifecycle of creative businesses as separate to ‘hard’ industrial across the UK, and enable individuals through the enactment of the research, even though it often to lead lives that are happier, following policies: involves many of the same healthier, more sociable, and technologies. The Industrial Strategy enriched through access to culture a. Places Challenge Fund and industry and creativity’ (Creative Industries Creative industries help will invest an estimated £58 to generate prosperous Federation, 2019). million to harness the power The UK Events Report 2020 - Chapter 5 communities across the UK of immersive technologies because they give places strong 5.2.1 Creative Industries (i.e. technologies such as identities, as well as driving Sector Deal Virtual, Augmented and Mixed employment and growth. Reality) and double the UK’s As part of the government’s While research has identified share of the global creative Industrial Strategy, a Creative some 47 clusters of creative immersive content market Industries Sector Deal was launched businesses around the country by 2025. The government in March 2018, aiming to build on from Dundee’s games hub to will also invest £64 million Britain’s creative strengths right Salford’s MediaCityUK, almost in an Arts and Humanities across the UK by helping businesses half of creative businesses are Research Council programme concentrated in London and to innovate, access investment and to deliver eight partnerships the South East. The deal tackles skills, protect their ideas, and export between universities and this via new public investment (BEIS & DCMS, 2018). creative businesses across the and industry backing for UK, creating 900 business-led leading creative industries collaborations, 360 jobs and The Creative Industries Sector Deal clusters with the potential to 65 new businesses, backed by a states that: compete globally, thus helping National Policy and Evidence more of the country to project Centre. ‘The creative industries are at Global Britain to the world. the heart of the UK’s competitive The deal will support creative c. Business Environment advantage and – in the face of centres across the country to Creative industries are nimble, technological transformation at enable clusters of world-class fast-growing and globally home and new possibilities globally businesses to increase GVA and exporting – but they also face – represent a major strategic employment. The government barriers to achieving scale. opportunity. Already booming, the (DIT and DCMS) will commit There are recognised market creative industries are fast-growing £20 million over the period failures in access to finance, and high-exporting – both to the EU 2018-2020 to roll out a Cultural especially outside London. but also internationally. The ‘soft Development Fund so that Online piracy continues to be power’ influence of the sector means local partnerships can bid a serious inhibitor to growth it has a critical role to play as the UK for investments in culture in the creative industries. exits the European Union and we and creative industries, with Technologies like stream create a Global Britain. industry contributing funding, ripping and illicit streaming networks and leadership. devices enable illegitimate access to content without The deal builds on many of the b. Ideas rewarding its creators. recommendations of Sir Peter The deal aims to open up Many rights holders are also Bazalgette’s independent review of Research and Development concerned about how their creative industries, which explored the (R&D) funding to catalyse works are exploited online, challenges facing a sector comprised innovation. The creative especially where they are used of firms rich in intellectual property industries already invest without generating substantial where more than nine in ten enterprises substantially in R&D: from returns for content creators. employ fewer than ten people.’ epic, outdoor illuminations The sector deal will tackle in ’59 Production’s Bloom’ copyright infringement, Led by the Creative Industries to the world-leading fashion continue to address the Council and with important customization of ‘Unmade’. transfer of value from creative But there are also obstacles input from the Creative Industries industries and progress work including the fragmentation of Federation and other leading voices on closing the value gap at the a heavily SME-based sector and across the sector, the deal will invest European and domestic levels. the fact that creative research 107

The government will convene Industry will provide further the IP (intellectual property) is online intermediaries and leadership on diversity and in creative thinkers dreaming up rights holders to consider the scope expanding the voluntary ideas and concepts that can then be need for and agree new Codes Skills Investment Fund produced. of Practice for social media, supporting on-the-job training. digital advertising and online Agencies like Smyle are the lifeblood marketplaces. It will also extend 5.3 Creative Event Agencies investment for the successful of the live and creative events Section 5.3 of Chapter 5 has been ‘Get it Right’ copyright industry, sourcing and developing The UK Events Report 2020 - Chapter 5 education campaign. written by Rick Stainton, Group long-term relationships with global The deal will also reduce Executive Director, Smyle Group brands from the B2B, B2C and B2E barriers to accessing finance for (www.smylegroup.co.uk). Smyle is one (Business to Enterprise) sectors. growth. The British Business of the leading creative agencies in the Bank will seek to improve UK, supporting global brands around The leading agencies in the access to finance for high- the world in delivering key content and industry are often placed on clients’ growth firms outside London brand experiences through live and preferred supplier rosters as strategic – including creative businesses moving image projects. Smyle’s team partners, consulting on long-term – via a commercial investment of circa 100 staff develop strategic communication strategies and programme to support partnerships and create content from clusters of business angels. supporting commercial goals at their ideas that are smart, bold and The government will help Board and C-Suite levels. matter. creative firms to access finance by investing up to £4 million The core outcome of these in a programme of intensive Ultimately, Smyle’s project solutions partnerships is live experiences business investment readiness aim to deliver measurable behavioural that will deliver on the desired support. change, whether the audience is goals – essentially a collection of The sector deal will build on internal staff or external customers. business activities that encourage strong export performance Smyle has won ‘UK Event Agency people to interact with one to drive Global Britain. The of the Year’ 5 times in the last 11 another and to consume content in government will create an years and is the only agency in the immersive, physical environments. industry and government Trade events industry to have been on the and Investment Board targeting Performance is evaluated across 2018 Sunday Times Fast Track 100 a 50% increase in creative key desired outcomes, including and International 200 lists. Key industries by 2023. driving pipeline, building brand clients include: Samsung, Salesforce, d. People affinity, and strengthening customer Facebook, ARM, BT, EY, Roche, The UK boasts world-class relationships. Babcock, RedBull, and Ryder Cup skills and talent across the creative industries. The sector (European Tour). 5.3.1 External and Internal deal sets out how government Audiences Rick Stainton writes: and industry are taking steps External events can also impact a to overcome existing barriers Event services tend to fall into two broader audience, not present at the to entry, as well as addressing experience. For consumer-facing future skills needs. buckets: strategy and creative-led businesses, events can additionally In order to increase the supply event planning, and production-led serve as a platform for brand and diversity of skills and event delivery. Today’s larger event talent in the creative industries, agencies often offer robust services advocacy, often through amplifying government will make up to in each bucket, whilst smaller live experiences via digital and social £2 million available - with agencies are closely aligned to other media. For business audiences, £12 million in-kind industry ‘creative industry’ companies. Event events can generate amplification of investment - to support an creative includes the development product launches, thought leadership industry-led creative careers of new concepts and ideas, driven by positioning (and more) through programme aiming to reach strategic insight, designed to bring social sharing and media coverage. at least 2,000 schools and a brand to life in a fresh way. From 600,000 pupils in two years and industry development advertising agencies to architecture Internal audience events that mostly of apprenticeship standards. to broadcast media to event agencies, involve the client’s employees tend 108

to focus on education, recognition, 5.3.3 Event Content and preferred agency does not have the team building and delivering Project Delivery experience at its core to do so. corporate strategy, product or Event content can be delivered in business updates. For internal many forms with the support of Clients hire event agencies because events, success is based on similar multiple technological and digital of specialist expertise in live events but aligned outcomes, including: media, whether it be on-screen – this can also include immersive driving commercially beneficial graphics, animations, video and creative ideas for physical activations, behaviours, building brand affinity streaming, AR, VR, as well as health and safety, sustainability The UK Events Report 2020 - Chapter 5 and strengthening employee loyalty. smartphone apps. Sometimes these / environmentally sensitive distinct formats overlap to support approaches, and embracing new 5.3.2 Live Events higher levels of understanding, experiential technologies. Live events cover a wide array retention and suiting different of categories, including (but not audiences’ learning styles and Ultimately, it is agencies that are exclusive to): conferences, symposia, preferences. Event content can (and most often responsible for the forums, recognition and reward should) be made easily accessible for successful delivery of the project to programmes, exhibitions / trade sharing and referring to post-event. meet the client’s business objectives. shows, brand activations at industry events, product launches, press Once an agency has been appointed 5.3.4 Industry Issues and events, experiential and hospitality on a project or campaign activation, Challenges activations at music, cultural and it often outsources key speciality At an industry level, event agencies sporting events, roadshows and in- services to third-party suppliers must continually identify, recruit store activations. that are crucial and often intricate and develop talent, and drive the contributors to successful project profile and importance of the events Often these live events are a key part delivery. These include venues and industry to the wider UK economy. of a wider marketing campaign that hotels to accommodate the live Some agencies collaborate with includes advertising, press and social events, AV and technical service education and academic institutions media elements before and after providers, social media agencies, – Smyle, for example, has an ongoing the main live project. For internal structure and scenic construction programme involving placements, staff events, this may include a companies, caterers, power and educational talks and recruitment communications campaign to tease logistic specialists, décor companies fairs with Central St Martins, The the audience before and support a and talent/performer agencies, to Guildhall and the University of cascade of content after the event. name but a few. Greenwich, amongst others.

A primary driver of external event It is most often the agencies One final point is where the UK live marketing success is the focus on that lead on collaborating with events industry is currently at its interaction. Unlike other marketing clients, developing strategies and weakest - defining itself – as outlined channels (e.g. broadcast advertising, concepts and then commissioning above is not a one-liner or simplistic. PR), event marketing is driven by their internal design, content and But its reach across multiple areas dialogue – two-way interaction project teams to deliver on the of marketing, business events, staff between a brand and its target client’s requirements. The level of communication, the creative services audiences. Where traditional engagement of venue and supplier and media is clear. advertising talks ‘to you’, live partners and freelance specialists marketing talks ‘with you’. depends on the individual agency’s Clients hire agencies to create change model i.e. what they have in- that they themselves either do not The same principle applies to staff house versus what they need to have the capacity or structural ability events, in which discussion between outsource, as well as whether the to achieve. The UK has a global employees and leadership, and clients themselves may retain these reputation for excellence in this area. interaction between employees is skillsets and remits in-house. In some critical to event success (rather than instances, the client may commission The understanding of what our relying on ‘death by Powerpoint’ and a venue direct or create key content industry actually is and its leading ‘show and tell’ presentations on stage). themselves, especially if their position on the world stage is key 109

Figure 5.1 A Creative from VisitBritain’s Events are GREAT Campaign The UK Events Report 2020 - Chapter 5

Source: VisitBritain Business Events to its evolution – this should in Figure 5.2 A Creative from VisitBritain’s Events are turn continue the growing trend of GREAT Campaign attracting corporate budgets away from more traditional forms of marketing and communications, encourage external investment, bring in and develop the best talent and, to underpin all of this, much needed government recognition and support.

Government understanding of, and proactive engagement with, our industry needs to match the events industry’s current and increasing contribution to the UK economy, employment, exports, and its reputation for delivering the highest quality, commercially strategic and Source: VisitBritain Business Events most innovative projects. wonderful country. A key point to are designed to highlight the UK’s In summary, to get a mental picture note here is that events are often a innovative talents and creative event of what creative event agencies do single point in time that leave lasting strengths. Further details of this at their pinnacle, picture the 2012 affinity. campaign are given in Chapter 9. Olympic Games Opening Ceremony. A global showcase for the UK that Figures 5.1 and 5.2 are part of the Case Study 5.1 illustrates the creative brought the nation together and left creative used in VisitBritain’s Events benefits brought to a major corporate a global legacy of desire to visit our are GREAT marketing campaign, and event by event agency DRPG. 110

CASE STUDY 5.1 Empowering Leaders with John Lewis Partnership, by DRPG The John Lewis Partnership and creative event agency DRPG worked together on the Empowered Leadership Event at the Birmingham’s NEC which took place in 2019. The objective of the large- scale event was to bring together the

The UK Events Report 2020 - Chapter 5 8,000+ leaders and people managers of the Partnership, inspiring and empowering them to become specialists in people and encouraging them to embrace a new style of people-first leadership.

The event was planned and staged in just a few weeks and was built around a learning activity day where people managers from across the Figure 5.3 Setting for John Lewis Partnership event Source: DRPG UK came together for an emotional experience. It was designed as a to see those Partners not just believe in the content but day of immersive experiences where everyone gathered actively work on developing it. The John Lewis Partnership together and got involved, using one space containing set out to give people ownership of those areas, so it really was four separate and distinctive activities. The first part of a a working partnership. That’s ultimately what enabled us to much wider leadership offer to support people managers do what we did in a short period of time.” across the Partnership, the event took place over seven days, with around 1,300 people on each day. Philip Reddall, proposition lead, learning, development & progression, John Lewis Partnership: Kirsten Caress, manager, personnel solution development, “Throughout the week we started to get more and more John Lewis Partnership: “We wanted to focus on our feedback on how it was landing. On any given day it was people and shift from operational leadership to empowered vastly overwhelming. I remember walking around saying, leadership. We wanted people to leave the event believing ‘It can’t be this good!’. In terms of energising and helping they had become specialists in people. It was about building people have the belief, it hit home more than anything else relationships with Partners, investing in Partners and we’ve ever done.” understanding the impact they have on their Partners in the way that they show up.” Kirsten Caress: “There was so much going on – the emotional reaction, On arrival, everyone came together in an opening event the surprise element, the impact, all the small touches, the that focussed on showcasing the real people behind the attention to detail in terms of design was phenomenal. It Partners which set the tone and the energy for the day. was really genuinely talked about for a long time after. It’s Delegates then broke out into four immersive experiences been really satisfying knowing that what we tried to do had based on Everyday Leadership, Leadership Learning, landed. Leading as Me and Leading Culture. Once the leaders had attended each of the four spaces they returned to the Working with DRPG was a good cultural fit. The team main room for a 30-minute closing session where they understood what we were trying to achieve and how we discussed their experiences in a space and environment were trying to achieve it. They embraced a different way of that encouraged conversations about themselves, their doing things. One of the reasons for the event’s success was people and the future of the Partnership. that we partnered so well together. It felt very unique, very special. Our Partners came out saying it was a highlight of The whole event was a truly collaborative effort between their careers.” DRPG and the Partnership. Richard Hingley, creative director, DRPG: “The training partners facilitated the www.drpgroup.com sessions four times a day over the seven days. It was amazing 111

5.4 Technology and Digital of total UK digital tech investment in power of data-centric computing, big Developments in UK 2016 was in regional clusters beyond data and cognitive technologies to Destinations London. Tech businesses in these industry and academia’. UK cities are building stronger clusters raised more than £4.6 billion alignments between business events in funding’, with large investments Edinburgh and their expertise in a number of in 2016 going to Edinburgh, Edinburgh is the UK’s second-largest high-priority sectors. This section of Cambridge, Bristol and Bath, Oxford, financial centre and a leading digital Chapter 5 focuses on destinations’ Manchester, and Sheffield. tech cluster in Europe. The city is responsible for developing two alignment with the technology and The UK Events Report 2020 - Chapter 5 digital sector, based on a report Further examples of individual unicorn companies – Skyscanner entitled ‘How UK Cities Excel at cities’ developments in technology and FanDuel – and three world-class Hosting Conferences in Advanced and digital and links with the events universities including the University and Creative Industries’ (VisitBritain, industry included in the VisitBritain/ of Edinburgh, renowned for its 2018). Skift report are: School of Informatics. “For events in the tech sector, if you’re able to open doors with start-up companies The report states that the technology Manchester and local enterprise organisations, sector in the UK is larger than the Manchester has the second highest and put them in touch with young rest of Europe combined. It has the number of tech clusters in the entrepreneurs, there is certainly a highest number of IPOs (initial UK with over 5,000 companies in demand for demonstrating that you public offerings), the most ‘unicorn’ advanced and creative industries can facilitate that happening within start-up companies (with US $1 employing more than 63,000 people. your destination,” says Amanda billion valuation), and the largest The MediaCityUK development Ferguson, Head of Business Tourism e-commerce market in Europe. With completely revitalised the old city at Marketing Edinburgh. “From technology underpinning every docks, and is now home to the BBC, the meeting planner and attendee aspect of business development and University of Salford, ITV television, perspective, it gives a real sense of economic growth today, the UK’s and numerous film production where the conference is being placed,” leadership in technology research studios and creative venues. she continues. “It’s an opportunity to and development fuels innovation share knowledge and benchmark with across all sectors, from fintech to The world’s leading figures in these organisations, and potentially fisheries. children’s digital and media content then grow their own membership gathered in Manchester for the with smaller organisations that maybe Furthermore, the UK’s tech industry Children’s Global Media Summit haven’t hit their radar yet, and to is expected to grow exponentially. in December 2017. It took place at engage them. Also, most start-ups According to the Tech Nation 2017 Manchester Central (convention are flexible, they’re dynamic, they’re survey report: ‘In 2016 UK digital complex), and its purpose was to open to new ideas and doing things tech investment reached US $9.1 redesign the future of media for differently. That can be really exciting billion – 50% higher than any other young people, with insight provided for delegates, and deliver some fruitful European country’. by companies such as BBC, Netflix, collaborations and discussions for Disney, TalkTalk, YouTube, the them that they haven’t come across London consistently tops the Premier League and Facebook. before.” European Digital City Index, based on the level of venture capital Liverpool The Edinburgh Centre for Robotics pouring into the city’s tech sector. Liverpool is a leading hub of hosted the 3-day European Robotics Building on that, London Tech Week innovation in IT and AI at the Forum in March 2017, comprised launched in 2014 and today it is Hartree Centre at SciTech Daresbury, of researchers, engineers, managers, the largest tech sector conference in which houses the most powerful entrepreneurs, and public and private Europe, supported locally by more supercomputer in the UK dedicated sector investors in robotics R&D. than 2,600 clusters of tech companies to industrial R&D. In 2015 the “The Edinburgh Centre for Robotics, spread throughout the city. UK government invested US $150 a joint collaboration between Heriot- million in the Hartree Centre, while Watt University and The University However, there has also been a real IBM dedicated $267 million to of Edinburgh, is raising the profile of surge of new investment in the deploy the first Watson cognitive Edinburgh as a centre of excellence technology sector in recent years computing research centre in the in robotics,” says Edinburgh outside London. The Tech Nation country. The Hartree Centre hosts ambassador Dr Patricia Vargas from report explains: ‘Nearly 70% (68%) a variety of conferences and events Heriot-Watt University. throughout the year to ‘open up the 112

Bristol Centre for Secure Information behind the scenes before, during Bristol illustrates the level of Technologies. The research facility is and after an event. It is easy to think innovation sweeping across the UK the UK’s Innovation & Knowledge of the delegate experience and the in regional cities. Ben Trewhella Centre for secure information technology that can be used to is a local software developer who technology. engage and even entertain a delegate. launched a mobile app company Projection mapping technology at over a decade ago, before changing 5.5 Event Technology an event can certainly entertain and his focus to virtual reality. He started facial recognition technology for This section defines the scope of a meet-up for local VR developers registration can make an event feel The UK Events Report 2020 - Chapter 5 event technology, identifies and in 2014, which led to developing modern and up-to-date. assesses new and emerging trends, a VR conference in 2015. In 2017 details the global opportunities Trewhella’s 3-day VR World Congress for London and the UK to further 5.5.2 The Added Value of attracted 1,200 delegates from develop market share, and comments Event Technology 37 countries, tripling attendance on issues where there is still room for But quite often, one is left asking from the year prior. This event was improvement in the application of "What is the real value of the a recipient of VisitBritain’s Event event technology across the UK. technology?" The mobile app space Support Programme, driving growth is saturated with 'new tech' offering of international delegates as the 'better networking' but, often, such event moved into a larger venue to The chapter draws on contributions developments are recycling the same accommodate its expansion. “To from two event technology experts: initiatives that may actually detract further innovation in general, there’s Paul Bullivant, Founder of Firebird from one of the main advantages of definitely been a shift in Bristol Conference Systems (www.firebird. events: meeting people. where academia and industry are systems) and Dr James Morgan, collaborating much more closely, Digital Innovator, College of Design, because there are benefits for each,” Creative and Digital Industries, So, one is left looking for the real says Trewhella. “If you’re running University of Westminster (https:// value in event technology and it a business, that expertise from the www.westminster.ac.uk/about-us/ can be the hidden technology that universities is absolutely vital to our-people/directory/morgan- is really adding value to modern stay ahead of the curve. From the james#about). events. Onsite Wifi or NFC (near- universities’ perspective, there’s field communication protocols The section also includes two case the realisation that there’s a lot of that enable two electronic devices, studies and a short profile of a innovation happening in companies. one of which is usually a portable successful UK event technology So they’re keen to be part of events device such as a smartphone, to company, venuedirectory.com. like VR World Congress, because establish communication by bringing they want to get their research into them within 4 cm of each other) commercial industry. And likewise Paul Bullivant writes: tracking to identify which exhibits a lot of international companies are and seminars are most popular 5.5.1 Defining Event keen to learn about that research.” at different times of day can give Technology really valuable insights to organisers When talking about event and exhibitors about what attracts Belfast technology, it is good to clarify what delegates. Management software The fast-growing cybersecurity is meant by an event and where in used in the lead-up to events can sector is worth more than US $30 the event’s lifecycle the technology help event organisers save time and billion a year to the UK economy, is being used. Firstly, is the event an energy on administrative tasks, and it is currently growing at around online event or offline? Some of the freeing them up to put their energy 10% yearly. Belfast is evolving as an more traditional event technology into the superlative actions that will important cybersecurity cluster in has been focused on online make their event stand out. the UK, having hosted two industry technology such as teleconferencing conferences in 2017: The World and video conferencing. But online Cyber Security Technology Research Event technology is a rapidly technology solutions are now Summit and the OWASP (Open Web changing industry that has evolved well established and most event Application Security Project) AppSec greatly over the last decade, especially technology is focused on physical EU, which attracted more than 1,000 as the cloud has become established events rather than virtual ones. attendees. Leading cybersecurity and the mobile phone has become companies have invested heavily ubiquitous. There are even events in Belfast operations, and Queen’s The technology is not always what like ‘Event Tech Live’ (see case study) University Belfast is home to the the delegate sees at the actual event that exist just to showcase event itself. There is technology working technology. 113

We speak the international language of trade and academia. We have a rich talent pool from our universities that can supply the event technology industry with future leaders. But we have our weaknesses too.

The most obvious one that holds

back event technology is the The UK Events Report 2020 - Chapter 5 poor Wifi in venues. At a recent high-profile technology summit at a major convention centre in London, a presenter attempted an interactive demo with participants. This involved delegates visiting a website on their mobile phone. As a keen technologist, I tried to join in but found I was in both a Wifi and 4G deadzone and we all sat and 5.5.3 New and Emerging interaction for offsite delegates to be watched as less than 5 out of the 400 Trends truly involved. Virtual participation seminar participants were able to in events is an exciting area for growth Artificial Intelligence (AI) is interact. Venues need fast, easy and especially as the environmental the current buzzword around reliable Wifi in order to enable tech impact of events is recognised and the all technology, including event companies to maximise the delegate pressures of flygskam (flight shame) technology. It is in its infancy and experience and empower event take hold. More and more events the current iteration of AI is perhaps organisers to fully embrace event are looking to sustainability with poorly named as it is focussed technology. on using large amounts of data zero plastic and other initiatives but to produce a set of rules that will the ability to use event technology Dr James Morgan writes: predict future behaviour and activity. to enrich the experience for virtual delegates is exciting. Events collect a lot of data from 5.5.5 Opportunities for the UK delegates through their involvement in Event Technology Advances in virtual reality (VR) with event technology e.g. apps. The The UK has been at the forefront of experiences could be the way forward opportunity for business is to be technology innovation and adoption with immersive and ‘real’ experiences able to use that data to enhance the for many years. This includes the where virtual delegates wearing VR delegate experience and to extract events industry. It’s an area that has headsets can interact as if standing valuable information for event seen rapid growth in the innovation next to other delegates. This could organisers and exhibitors. This is of new technology types and be an area for growth though definitely an area for growth with adoption of both home-grown and one has to look at the slow take- data being collected at every stage of imported technologies. Although up- up of VR in the gaming industry the event process. to-date robust data on this market and the disorientating effect and sector is unavailable, indications discomfort people feel when using There is also room for growth in the based on global consultancy Frost this technology. Also, we are some online or virtual event space. In the & Sullivan and their Global Event way off replicating the subtleties of last decade, web and teleconferencing Management Software report body language experienced in the software has developed to maturity (2013) forecast increasing growth real world. The main challenges in with the problems of providing rates in the sector. The UK has been this area are around providing an a good and reliable virtual spearheading the accelerated growth experience for delegates that is as conferencing experience being a trend from the estimated global effective as the human interaction thing of the past, especially on a market of $31.9 billion (2016 total that delegates value so much. small scale with smaller meetings. market estimate). The global growth trend and the UK’s contribution On a larger scale, there are more and 5.5.4 Issues to this have been aided by three more events which run live streaming So, what is the UK’s position in all of factors: first, by the cultural trend of of their events but it is still very much this? That is hard to say. We have some increased technology adoption rates a one-way experience with limited amazing venues for holding events. for events; second, the trend of an 114

CASE STUDY 5.2 Event Tech Live – Another UK First Established in 2014, Event Tech Live is the world’s only next-generation event tech suppliers and industry buyers trade show dedicated to event technology. With over 140 and investors. Recognised for its impact on innovation, exhibitors, the multi-strand conference and exhibition the Launchpad benefits from significant subsidy and gives event technology providers from the UK and the sponsorship and its own stage programme featuring live rest of the world the opportunity to showcase the latest tech demos from the next generation of exhibitors. technological developments. The show is attended by over 2000 event organisers, promoters, agencies and Event Tech Live climaxes with the Event Technology

The UK Events Report 2020 - Chapter 5 brand representatives from 47 countries over 2 days Awards. The awards programme recognises leading- in November each year. Event Tech Live also takes edge innovations and the achievements of companies responsibility for contributing to innovation in event delivering digital and technological solutions to the technology. events industry, globally. The much coveted awards are the premier industry award specific to the event The Launchpad, Event Tech Live’s well-established start- technology sector. up programme, runs each year alongside the show. The programme is a cost-effective liaison between nascent www.eventtechlive.com/

increase in UK-based innovations; competition where companies from smartphone view when using the and, finally, through the expanding around the globe vie for international camera function. The emerging AR trend of London as a global recognition of innovation in event technology is at the early adoption technology hub. Event Tech Lab technology. stage. Mid-size companies are research in 2016 found that London investing and innovating in-house. was the No. 1 host city for event 5.5.7 Innovation in Event DB Pixel House, an interactive technology companies in the world. Design and Delivery creative agency, and Hawthorn, the Innovation in event design and technical production company, are 5.5.6 London as a Global the need for greater management continually developing bespoke Technology Hub and operational efficiencies have technologies for their clients. A recent award-winning example by The wide geographic spread of seen substantial investments into Hawthorn was for using motion innovators around cities in the event technologies. Easy access to sensors, lighting, cameras and US, Canada, Europe, the Middle leading-edge technologies on event a giant slide to create a ‘selfie’ East and Australia has utilised organisers’ door-steps to enhance experience for Adobe. Giant iTab, the location, talent bank and city event management processes and the giant smartphone providers, and attractors of London as a new markets the attendee experience has created Disguise, the event video technology gateway. London as a crossroads for a competitive advantage for UK manufacturer, are exporting their technology providers has attracted event organisers. UK investment products globally. a variety of companies to invest in funding into technology generally UK offices. US companies such as is the contributing factor that has Aventuri, Cvent (see case study) and propelled the home-grown event Multi-million pound companies Eventbrite, European companies technology market. Investment funds such as Reed Exhibitions are such as EventMobi and Slido and such as Fuel Ventures support a innovating in the exhibition space Middle Eastern company Protec and stable of event technology companies with in-house proprietary solutions Australian company Events Air are that includes Assemblr, Eventscase, created by a global tech team of 400 examples of some of the international Expocart and Last Second Tickets. personnel, headquartered in London. companies that have established The clustering of event technology UK bases to gain easy access to Innovation is evident on varying developers and companies in London the European, Middle Eastern scales and for differing event and south east England has created a and African markets. To reinforce functions, ranging from attendee climate for innovation in emerging London’s position as the leading event engagement through to event technology areas. The influence of technology cluster, the city also hosts management and operations the cluster can be felt around the UK the world’s only dedicated trade show technologies. Sole traders such with innovation taking place in other for event technology companies, as TogethAR are developing cities. Birmingham-based staffing ‘Event Tech Live’ (see case study), with leading-edge applications. Their company Crewsaders has developed over 140 exhibitors every November. augmented reality (AR) app allows an in-house staffing solution that has The trade show is complemented attendees to superimpose computer- been nominated for awards. Award- by the Event Technology Awards, a generated images on an attendee’s winning event planning solution 115

Line Up Ninja is based in Leeds. behaviour and emotion. Airfinity, the Whilst the established World firsts and award winners are big data analytics platform for events events technologies such as demonstrating the UK’s creativity and sponsorships, crunches batches videoconferencing, podcasting, web and innovation, globally. of organiser and open source data to conferencing, webcasting, event apps highlight sponsorship opportunities and event management platforms The world’s first Artificial for event organisers. VR JAM, are popular, it is the emerging Intelligence event application the world’s first real-time mixed technologies - AI, Blockchain, – GRIP, the event networking reality (XR) experience platform, AR, VR, XR and new hardware streams live, virtual and augmented developments – that are attracting

platform – launched in 2016 in The UK Events Report 2020 - Chapter 5 London. It uses textual analysis to reality content to anywhere in the development funding and export sort and match attendee profiles to world. Citizen Tickets’ blockchain enquiries. Home-grown companies, create more efficient networking technology – usually used in the coupled with the clustering of opportunities for attendees. Other financial field to authenticate data international technology companies leading-edge companies such as - launched in 2017. As the world’s in London alongside exhibition Exposure Analytics, the AI-powered first blockchain ticketing platform, it organisers and event production facial recognition and data analysis has the ability to cut out fraudulent companies’ in-house development specialists, can recognise attendee ticketing practices. teams, make the UK’s event technology sector great.

CASE STUDY 5.3 London as HQ for Cvent’s European Operations Cvent established its first European office in London in London, not only in event technology but across 2014. When the world’s largest B2B event technology all industries. Analysis shows that of the Top 250 company was initially looking at expanding into Europe, companies with global or regional headquarters in it did a lot of market and customer research. The Europe, 40 per cent are located in London European office was going to be the first international location outside of its Indian office. Cvent also found that the UK’s events industry was more receptive to technology adoption and innovation Cvent ultimately decided on London for the following reasons: Finally, and most importantly, Cvent already had an established customer base in the UK. Additionally, • First, Western Europe was where most business London’s large population of European nationals events in Europe were being held offered them a rich pool of languages and cultural skills • Secondly, they were seeing higher event technology that helped them communicate with their European adoption and interest among UK event organisers customers effectively. compared to other European countries • And thirdly, London was known to be a rapidly Cvent employs just over 130 people in London. growing and innovative hub for technology. There were many innovative technology businesses in https://www.cvent.com/uk 116

cloud-based booking module, and Live Availability, a widget created to sit on venues’ websites, allowing clients to make small meeting bookings hassle-free 24/7.

Based in Bournemouth, venuedirectory.com’s success can be attributed to the vast experience and MICE

The UK Events Report 2020 - Chapter 5 industry knowledge of the directors. Each possesses an intrinsic understanding of clients’ needs, having Company Profile – venuedirectory.com built their careers in the venues, meetings and events Founded in 1993, with a floppy disk and a belief industry. that meetings and events should be less time- consuming and more efficient for the meeting planner, With over 60,000 venues worldwide, over 60 booking venuedirectory.com produced the first electronic agents and 50 employees, venuedirectory.com has directory for sourcing meeting and event venues in the used its extensive industry knowledge to continue to UK before quickly moving to CD-Rom and eventually create important products for the meetings and events a website in 2000, giving users around the world instant industry. and easy access to detailed information on thousands of venues. Today, with 26 years in the industry, venuedirectory. com sees itself as a custodian of data, having rapidly Michael Begley took over the company in 2008 and, progressed as UK market leaders of online venue data. since then, venuedirectory.com has complemented its portfolio with numerous developments and products www.venuedirectory.com such as its exclusive software, GRATIS, the powerful

References

BEIS & DCMS (2018, March). Creative Industries: Sector Morgan, J. (2016). Event technology’s world hotspots. Deal. Retrieved from Exhibition World magazine, Issue 3 2016. https://www.gov.uk/government/publications/creative- industries-sector-deal VisitBritain (2018, January). How UK Cities Excel at Hosting Conferences in Advanced and Creative Creative Industries Federation (2019, October). Creative Industries. Skift on behalf of VisitBritain. Retrieved from Industries Manifesto. Retrieved from www.visitbritain.org/business-events https://www.creativeindustriesfederation.com/ publications/creative-industries-manifesto Wong, D. and Renganathan, K. (2013). Financial Analysis and Market Sizing of the Global Event Management DCMS (2001, April). Creative Industries Mapping Software Market. Frost & Sullivan. Documents. Retrieved from https://ww2.frost.com/ https://www.gov.uk/government/publications/creative- industries-mapping-documents-2001 117 The UK Events Report 2020 - Chapter 6

CHAPTER 6 PEOPLE This chapter has been written by Caroline Jackson, PhD., event educator and researcher. Caroline is a Vice Chair of the Business Visits & Events Partnership (BVEP) (2016-18, 2018-2020, 2020-2022), as well as a founding and Executive member of the Association for Events Management Education (AEME) since 2004. Formerly Head of Department of Events & Leisure at Bournemouth University, Caroline left academia to pursue her interests independently. Contact: [email protected]

6.1 Introduction Since the last BVEP Events are This chapter goes beyond the The events industry could not exist GREAT report (2014), the industry individual and company level and without human capital. Despite has clearly identified the need to focuses on all who make up the advances in technology, events focus on talent in the industry. This events industry. It begins with rely on people for their existence, was highlighted by C&IT’s State of the national picture, on industry such as the creativity and the the Industry report 2015 and their initiatives being undertaken by UK- human empathy that they provide. article on what the solutions might wide organisations. It then goes on Human capital is the stock of skills, be (Houghton, 2015). The challenge to explore what is known about the knowledge and experience that a was identified as finding the talent event workforce, from the identified person or workforce possesses. A and retaining that talent with loyalty occupations, their recruitment, pay major part of event management to a particular company. It was and skills gaps. The third section is the leadership and management noted that, once the economy had summarises the existing learning and of human resources. As an industry picked up and people had greater development structures in the UK. It it is important to understand the choice in employment, this would outlines the education and training nature of this human capital, its be harder to achieve. Solutions to schemes offered by Apprenticeships, advancement and flows. Anecdotally, this were offered such as getting the Higher Education and Continuing the UK is renowned for the skills and organisation culture meaningful Professional Development (CPD). experience of people who work on and creating “a sense of family”. The final section briefly recognises and for events. It is, however, difficult Training and rewards were also seen some of the current and future to quantify and evidence this because as important to ensure that people challenges being faced, including of the lack of data and certified had the opportunities to grow and Brexit, the gig economy, diversity and standards which would kitemark this. prosper within the organisation. technology. 118

6.2 National picture Being able to access data on the event 6.2.3 Professionalisation 6.2.1 Industrial Strategy workforce, through a review of the Since the last Events are GREAT Sector Deals Standard Occupational Classification report (2014), the move to a (SOC) codes would be of great The government initiative that has recognised profession has grown benefit. This would also need to be put human capital (people) on organically, but with the need supplemented by an annual survey the national agenda has been the for greater industry engagement of the workforce, where questions Industrial Strategy (2017). One of and government recognition. specifically about events would the pillars of the Industrial Strategy, An article in BVEP Connections be appreciated. The workforce for The UK Events Report 2020 - Chapter 6 that has been taken as a core theme (Jackson, 2016) outlined the different parts of the events industry in subsequent Sector Deals, is that challenges and opportunities in may not mirror those of tourism of people. The Sector Deals of achieving recognition for events as a and hospitality and may need to be a particular interest to the events profession, and found that the path focus of attention e.g. the reliance or industry are those for the Creative to professionalisation for the events flexibility afforded freelance workers. Industries (2018) and the Tourism industry is not an easy or short Sector (2019). The Tourism Sector one. It acknowledged that progress Deal sets out “to boost productivity, 6.2.2 Events Industry Board had been made with a nascent develop the skills of the UK workforce This chapter focuses upon the Institute of Event Management, the and support destinations to enhance developments and proposed actions National Occupational Standards their visitor offer” (2019, p.6). It is of a number of organisations and for Events, the Trailblazer Event anticipated that events will play an initiatives involved with enhancing Apprenticeships, both at Level 3, and integral part in all three of these aims the human capital of the events the revised Higher Education QAA and more detail for business events industry. The Events Industry Subject Benchmark Statements for is the parallel DCMS Business Events Board (EIB) have recognised that Events, Hospitality, Leisure, Sport and Action Plan 2019-2025 that aims to the skills agenda is one of the ways Tourism (2016). “create new international business that UK events can maintain their events, attract more existing events to international GREAT status. A The main challenge has been event the UK, grow our already successful Talent Task Force (TTF) was set up, industry employers contributing events and retain those that might with representation from across the to the debate around what they be thinking about leaving” (DCMS, industry, to assess the skills, talent would expect of each level of 2019a, p.7)(and see also Chapter 4 of and human resource processes attainment and demonstrating that this report). across the events industry. The aim qualifications and the accreditation was to produce an evidence-based of a professional body are something The government’s Industrial Strategy report with key recommendations that they value. If the traditional vision is “to create good jobs and to government and industry. The model of professionalisation, that of greater earning power for all”. The main outcome was to assist the UK a single professional institute with Tourism Sector Deal, therefore, seeks Events Industry attract, create and a common body of knowledge and “to attract, train and retain a more grow the talent and skills required set of qualifications, is not the way skilled workforce” (DCMS, 2019a, to remain competitive on the global forward, then a viable alternative p.9) and to “develop a workforce with stage. The report was submitted to needs to be identified and accepted. the skills it needs both now and in the the Events Industry Board in 2019 A BVEP forum held in October future” (DCMS, 2019a, p.14). The and an outline of this is included in 2016 voted in favour of greater actions proposed in the Sector Deal 6.2.5. The other bodies who have understanding and coordination of relate to tourism but can be adopted taken on a UK-wide interest in industry qualifications and routes by the event industry as part of this. those working in the event industry to professionalism as a first step The aim is to increase the number of are the Business Visits and Events in bringing the industry’s diverse apprentices, to promote the benefits Partnership (BVEP), the Institute skills and professional development and opportunities of working of Event Management (IEM), the requirements together. Its conclusion in the industry and to deliver a Association for Events Management was that there existed much strength mentoring programme. Much of this Education (AEME) and the Events within the event workforce and that is already being undertaken by the Management Apprenticeship more should be done to centrally map events industry, as sections below Programme (EMAP). An update on and promote the many courses and will indicate. The Sector Deal gives their activities is incorporated in the certifications already being offered validation to these actions and offers following sections of this chapter. by the industry’s dedicated trade the opportunity of promoting what and professional bodies and existing is already being achieved but also education providers, especially the identifying what more can be done. university degree courses. 119

Further research was undertaken an external perspective when often being acknowledged as complex and with key people within the events the stereotype of their “only being risky. Yes, there will still be people industry being interviewed and a a party planner” was quoted in a who ‘fall into’ events and those report, with proposals, presented to demeaning manner. Their stories that organise events as part of their BVEP in June 2017. The aim of this also reflected the ad hoc way in voluntary leisure time. The same is study was to gauge whether there was which they had entered the industry true of finance. We do not all have an appetite for professionalisation and how they had found their way accountants or financial advisors to itself and whether a professional around and had learnt “on the job”. organise our family affairs. We are body was the preferred model. This might therefore explain why more likely, however, to pay for a The UK Events Report 2020 - Chapter 6 Despite the intentions to discover there is some resistance to some professional to organise a birthday a more contemporary and resilient aspects of professionalisation and party or a wedding. model that offered professional a negative reaction to the growing status (Jackson, 2016), the results number of graduates in the BVEP agreed that a more socially of the interviews reflected the workforce. constructed model would be the most characteristics of a traditional model desirable. This would require existing of a profession. They identified Policy bodies and organisations to work that there were specialist skills, Policy was seen as related purely more collaboratively to develop an knowledge and activities pertinent to that of the industry but with event professional framework within to Events Management; the need the government publishing the which existing provision can be for a way of educating and assessing Industrial Strategy with People as a included (Jackson, 2017). Gaps could this knowledge and skills; a code of core column, then this could change. then be recognised as opportunities, conduct about the way we behave Since the original research, the Events and economies of scale achieved by and do business and one body that Industry Board has been created and working together. Overall, there is brings all of this together, such as a skills and talent added as a policy substantial support for the traditional Council or an Institute. area. All of this should strengthen the components of professionalisation argument for making the UK even within the events industry. There Overall, the consensus was that stronger. is also a strong base of existing the events industry is progressing knowledge, qualifications, codes of and developing well. There was, Professional Practice practice and initiatives that can come however, an underlying sense of Part of valuing and developing together to bring the event industry frustration that greater successes event-specific human capital is together. The BVEP was established could be achieved, more quickly, to recognise its worth through a to facilitate the connection of the by collaboration. Professional professional structure and reward different parts of the events industry status tends to focus on those scheme. It is acknowledged that and professionalisation is seen as an at managerial and above levels; it is not the only way and that the opportunity that will demonstrate its professionalism is concerned about Events Sector has grown to where unity. The concern is for the events all levels of the workforce, including it is today without one. The ES is industry’s identity as trustworthy volunteers and contract staff, acting maturing and part of this is about and of the highest quality and for professionally. The importance acknowledging that not everyone individuals to be valued and rewarded of professionalisation was clearly can be an entrepreneurial leader and as professionals in their own right. seen to be about improvement that there are certain expectations of and development, not control and knowledge and expertise that can be 6.2.4 Institute of Event regulation. taught and learnt through education Management and experience (the 2 Es). There have One option for the development There were a number of core been a number of initiatives and of professionalisation has been the contributing factors identified that events that have built up to where Institute of Event Management (IEM are summarised below as the 3Ps. we currently stand. As with other – https://iem.institute), which was industries, the reason for gaining formed to “provide an opportunity People professional status is not primarily for individuals who already work or The participants in the about pay, or an increase in fees for wish to work in the Events Sector to Professionalisation in Events research clients, but about the legitimisation gain professional recognition, and expressed very clearly the importance of what somebody accomplishes to enhance their profile, skills and of people working in events. They in their employment or the work knowledge”. The IEM Board, which also recognised, personally, the that a business creates. It is about itself has changed over recent years, frustrations of their value not being events being recognised as requiring has met on a number of occasions. acknowledged. This was mainly from specialist skills and knowledge and Figure 6.1 illustrates the challenges 120

Figure 6.1 Institute of Event Management at The Meetings Show The UK Events Report 2020 - Chapter 6

Visualisation by the Creative Connections team (July 2015)

of gaining professional recognition • creates opportunities for event Industrial Strategy and approved from a gathering of visitors at practitioners and academic Sector Deals for both the Creative The Meetings Show (July 2015). It research Industries and Tourism. demonstrates the issues that have • provides professional been discussed and attempts made recognition, skills development 6.2.5 Events Industry Board to address them. It has been the lack and training Talent Taskforce of funding and explicit recognition • offers a forum for sharing Recognition of the importance of from industry and employers that knowledge, insight and people to the event industry was have meant that limited progress has technical expertise demonstrated by the setting up of been made. • creates a diverse Global a Talent Taskforce by the Events Network of like-minded Industry Board. The purpose of A renewed and invigorated Board professionals. this was to assess the skills, talent is hoping to change this. An open and human resource processes workshop held in Liverpool in April across the events industry in order They are hoping that a new business 2019 resulted in the Board updating to produce an evidence-based and action plan will eventually get their purpose, mission, vision and report for ministers that would IEM operational. Figure 6.2 outlines values. Their mission is to Champion provide key recommendations to their roadmap for development and and Develop Event Professionals for government, and the industry, to progress. the benefit of business, education, remain competitive on a global community and society. IEM’s aim scale. The aim is to help the events is to achieve this through providing IEM are still faced with the challenge industry develop a sustainable, opportunities for learning and of being financially viable and the competitive, highly skilled workforce, development in an Institute which: reliance on degree accreditation aligning with the Department and individual memberships is for International Trade’s “Attract, • recognises and protects the built upon a number of unknown Create and Grow” vision for events quality and integrity of the assumptions. Unless employers and trade fairs in the UK. The event management profession make IEM membership something Talent Taskforce’s report has been they desire, or even require, when • shares and values best practice accepted by the Events Industry recruiting, it will be more difficult and ethical standards in events Board and future action on the to make the case for membership. management report’s recommendations is being There is, however, a national push considered by organisations such as • promotes and supports the UK for recognition of skills and talent, as BVEP, EIM, EMAP and AEME. and global events sector demonstrated by the government’s 121

Figure 6.2 Institute of Event Management Roadmap (presented to BVEP October 2019) The UK Events Report 2020 - Chapter 6

The TTF undertook a number of and, in some cases, against one any official employment data actions to gather information and another. And it appears that • Visibility is a key theme across the views of the industry, including nobody is willing to invest. This the report – visibility of the an on-line survey, roundtable paints an unhealthy picture for industry to government, sector discussions, interviews and literature the future skills development bodies, colleges, schools, reviews. Data was limited because in the UK events industry. parents. Visibility of training of the lack of Standard Industrial There is, therefore, a need for a and education opportunities. Classification (SIC) and Standard single body, with a government Visibility of ownership of Occupational Classification (SOC) champion, to own the skills industry issues. These are all codes related to the events industry. agenda and drive forward things that can be solved by Review of these is one of the recommendations working together. recommendations with which the • If employers don’t recognise Department for Digital, Culture, the value of employing talent The report includes the results Media and Sport (DCMS) has from outside the events of the 2018 on-line survey and a already agreed to assist. industry and take ownership of list of several proposed actions industry issues, the skills gap for government, industry and The main findings and will only widen academia. The taskforce, and even recommendations of the report (EIB • There are existing the Events Industry Board, do not, TTF, 2019) can be summarised as: opportunities that industry of themselves, have the power or needs to get behind, such as funding for action. One of the • 61% of all employers the apprenticeships and further main findings, that of having an reported skills gaps in their and higher education courses overarching organisation, such as a Skills Board, may be possible if organisations. There is evidence • The make-up of the industry funding support emerges from the of consistent skills gaps in with a predominance of SMEs Sector Deals. This would assist in specific skills and micro-businesses does filling the gap created when People • There is no single voice and make it difficult to operate as 1st ceased to be the Sector Skills employers, education and one. This is often used as an organisation for events (and other training providers, the multiple excuse for inaction allied sectors). Other sectors, such as associations and sub-sectors • The situation is exacerbated by hospitality, have other organisations operate in silos, in competition the fact that we cannot track such as UKHospitality, the Institute 122

of Hospitality and the Hospitality Table 6.1 Event-related Standard Industrial Classification Guild to cover this role. Events only Codes (ONS, 2019) have a partnership of bodies through BVEP, the Association for Events Standard SIC2007 to 2 SIC2007 SIC2007 Title Management Education (mainly a Industrial digits to 3 to 4/5 higher education provider volunteer Classifica- digits digits organisation) and the fledgling tion Codes Institute of Event Management. (2007) I – Accommo- 56 Food and 56.2 Event 56.21 Event catering

The UK Events Report 2020 - Chapter 6 dation and food beverage service catering activities 6.3 Event workforce service activities activities and other 6.3.1 Occupations food service activities As much as there are thousands of N – Administra- 82 Office admin- 82.3 Organ- 82.30/1 Activities of events, there are similar numbers tive and support istrative, office isation of exhibition and fair of types of jobs and roles available. service activities support and other conventions organisers business support and trade The fragmentation of the industry 82.30/2 Activities of confer- activities shows has often been mentioned but one ence organisers of the limitations this brings is R – Arts, enter- 90 Creative, arts and entertainment 90.01 Performing arts the lack of standardisation in the tainment and activities recreation titles and expectations of job roles. 93 Sports activities 93.2 Amuse- 93.21 Activities of amuse- The previously available UKSkills and amusement ment and ment parks and Passport has been subsumed into and recreation recreation theme parks activities activities the Hospitality Guild and the 93.29 Other amusement author, People 1st, is no longer a and recreation Sector Skills Council for events. It is activities anticipated that the emerging Sector Deals for Tourism and the Creative Industries may well fill the gap, but it Table 6.2 Event-related Standard Occupational Classification is imperative that the events sector is Codes, with employment numbers (ONS, 2019) able to contribute to these, otherwise they will fall between the two. SOC codes SOC to 3 SOC to 4 Additional Employed (2010) digits digits Title descriptor April-June The lack of SICs and SOCs means which 2018 at 4 that the lack of consistency of is event digits nomenclature is reinforced by the related limited data available on how many 3 - Associate 342 - Design 3421 - Graphic Designer, 110,000 jobs there are. The only SIC codes professional occupations designers exhibition and technical available that are explicitly related 354 - Sales, 3546 - 82,000 occupations are: 56.21 - event catering activities; marketing and Conference 82.30/1 - activities of exhibition related associate and exhibition and fair organisers; and 82.30/2 - professionals managers and organisers activities of conference organisers (Table 6.1). For SOC codes, the one 4 - 413 - 4131 - Records Administrator, 112,000 Administrative Administrative clerks and events and code that is event-related is 3546 - and secretarial occupations - assistants conferences conference and exhibition managers occupations records (Table 6.2). 415 - Other 4159 - Other Assistant, 813,000 administrative administrative conference We, however, do not have data occupations occupations n.e.c for events because events are not recognised as an industry in the ONS 5 - Skilled trades 531 - 5315 - Erector, 226,000 occupations Construction Carpenters and exhibition (or international) Standard Industry and building joiners Classification Codes (SIC2007), apart trades from those identified in Table 6.1.

The workforce, in terms of jobs and pay, is not measured because there 123 are very few Standard Occupational Figure 6.3 Event Manager Salaries Classification Codes (SOC2010) 226 Salaries, updated 4 Nov 2019 which can be identified as specifically working in events. Those that could Average Base Pay be used are included in Table 6.2. /yr Many of these are hidden in the £31,748 detailed descriptor of the SOC £21K £32K £47K title and so not recognised as such Low Average High by employers when completing Source: Glassdoor 2019 the Labour Force Survey which is The UK Events Report 2020 - Chapter 6 the main source for this data. The Figure 6.4 Event Manager Salary number employed, as indicated by the latest quarter in the final Average Salary for an Event Manager in UK column of the table, cannot really be £26,416/yr £1,843 bonus | £4,793 Commission | £1,100 Profit Sharing used because of the lack of mutual exclusivity for event roles, other than 3546, conference and exhibition 10% Median 90% managers and organisers. £20K £26K £38K Source: Payscale.com Managers, directors and senior Figure 6.5 UK Event Salaries officials are generically recorded separately in Section 1 of the Title Avg. Salary Commission Profit Avg SIC2010 codes. These are recognised (3 years Sharing Bonus by industry in some areas e.g. exp)* transport, protective services. 122 Event Coordinator £20,339 £750 £300 £989 covers Managers and proprietors in hospitality and leisure services, Event Manager £25,889 £3,500 £1,100 £1,593 which could be added to and Event Specialist Not available include event managers. Section 2 Director of Events £46,193 £9,850 £3,000 £7,059 are professional occupations and 3, associate professional and technical Source: EventMB occupations. This includes industries such as IT, architecture, teaching, the path to recruitment. Existing with approximately 500 of the total medical, finance, architects, welfare. recruitment organisations are utilising number. The EIB TTF (2019) survey Some event-related occupations are this to their advantage. LinkedIn, as also discovered that 37% of vacancies identified in the third section. the more business and professional exist at entry level, 40% at mid-level media site, has jobs that can be and 23% at senior/management level. 6.3.2 Recruitment and identified under ‘Event Manager’ vacancies and there are specialist organisations 6.3.3 Recognition and reward and people that focus on event People enter the event workforce There are also a number of industry recruitment e.g. Albany (https:// through many routes, and into awards that recognise individual www.albany-appointments.co.uk/); different levels. The anecdote is that successes and future talent (e.g. EN CastleBell (https://castlebell.co.uk/ many people just ‘fall into’ events and 30 under thirty https://en30under30. castlebell); ESP recruitment (https:// enjoy the buzz of what it offers and co.uk/; C&IT A list https://www. www.esprecruitment.co.uk/); Event stay. Many, however, are unsure of citmagazine.com/alist2019). The Talent Agency (https://event-talent. what the opportunities and potential main focus of reward is, however, co.uk/); Live Recruitment (https:// may be. As a result of experiences like pay and conditions of those working www.live-recruitment.co.uk/). this, Event First Steps (https://www. in the industry. eventfirststeps.com/) was launched; a It was identified that, between voluntary network of events offering There are a number of reports 2016-2018, respondents to the advice and guidance for those who undertaken by different recruitment EIB TTF survey were responsible have just entered, or are about to agencies and trade and professional for recruiting approximately 800 enter, work in the events sector. bodies on the types of jobs and graduates, college leavers, school salaries (ESSA, 2018; EventMB leavers and apprentices. Graduates Social media and networks are Studio Team, 2019; HBAA, 2018; were the most common entry point, becoming ever more powerful in PCMA – Convene Salary Survey). 124

Recruitment sites also give an Figure 6.6 Event Manager Skills indication of salary ranges by job Different skills can affect your salary. Below are the most popular skills and (e.g. Glassdoor, 2019). their effect on salary. Figures 6.3, 6.4 and 6.5 illustrate the Contract Negotiation 15% Event Planning 1% variation in average salary of event managers. Budget Management 9% People Management 5%

The UK Events Report 2020 - Chapter 6 EventMB undertook research to Project Management 9% Customer Services 6% compare advertised salary scales for event jobs in the USA, UK and Event Management 1% Sales 16% Australia. Their results for different post title in the UK are illustrated in Logistics 1% Operations Management 18% Figure 6.5. Source: Payscale.com 2019

The graduate website, prospects. ac.uk (AGCAS, 2018) identifies Figure 6.7 Event Manager Skill Salaries figures that are between these for an Avg. Salary Popularity event manager. They say that: Event Management £26,655 • Salaries for entry-level roles 597 responses typically range from £18,000 to Event Planning £22,000. £26,222 395 responses • With experience, you can Budget Management expect to earn between £22,000 £28,844 and £25,000. 308 responses • Salaries for managers can start Project Management at around £33,000, rising to £28,729 273 responses in excess of £40,000 for senior Customer Service managers or directors with £24,788 extensive experience and an 58 responses impressive track record Skills in Event Management, Budget Management and Project Management are correlated to pay that is above average. Skills that pay less than market rate The payscale.com website identifies include Customer Service and Event Planning. Source: Payscale.com 2019 a number of interesting results from its survey and so they are included here. These results are not necessarily Figure 6.8 Event Manager Experience Impact on Salaries surprising but validate anecdotal Years of experience has an effect on salary. information and give a salary figure to skills (Figures 6.6 and 6.7), Late Career 29% experience (Figures 6.8 and 6.9) and location (Figures 6.10 and 6.11). Experienced 18%

Figure 6.9 illustrates the rise in salary Mid Career 14% but also the potential bottle-neck at mid-career levels. This supports Early Career 7% what was discovered in the EIB TTF survey. Entry Level 22% Source: Payscale.com 2019 Figure 6.10 identifies the percentage number of event managers in each level of their career, based on years of experience. 77.3% of event managers are in the early to mid-career stages. This either indicates a flat structure 125

within organisations or a limit to Figure 6.9 Event Manager Skills their potential for progression. Pay by experience level for Event Manager It must be noted that with the predominance of SMEs and even £34k micro-organisations, this may well £34k reflect that there are not five levels of career progression. Data collected in £32k £31k the Labour Force Survey would give £30k us a clearer picture, but there would £29k The UK Events Report 2020 - Chapter 6 need to be relevant SIC and SOC codes to do this. It is anticipated that £26k £25k a review of these (SOCs) would be supported by the DCMS, as indicated £23k by their response to the EIB TTF £21k report (2019). £20k <1yr 1-4yrs 5-9yrs 10-19yrs 20+yrs As expected, salary varies depending on where the job is based. An entry-level event manager with less than 1 year experience can expect to earn an average total compensation (includes tips, bonus, and overtime pay) of £20,591 based on 18 salaries. An early career Event Manager with 1-4 years of experience earns an average total compensation of £24,640 based on 417 salaries. A mid-career People do not enter a job or a career Event Manager with 5-9 years of experience and an average total compensation of £30,235 based on 249 just on salary or salary potential. salaries. An experienced Event Manager with 10-19 years of experience earns an average total compensation of £31,230 based on 145 salaries. In their late career (20 years and higher), employees earn an average total As the HBAA salary benchmarking compensation of £33,960. report, undertaken by Rubicon, Source: Payscale.com 2019 states: “We have seen in many cases even the best salaries do not Figure 6.10 Percentage of Event Managers in stages of experience ensure an easy path to filling roles. Consideration should be given to Entry Level reputation, location, environment, 2.1% mentoring and facilitating career Late Career development which needs to work 3.7% in alignment with initial financial temptation.” The EIB TTF research discovered that 64% of all entry level recruits leave the company within 2 Experienced years of entry. This indicates a higher 16.8% lack of retention than employment as a whole. Attention has been given Figure 6.8 Event Manager Experience Impact on Salaries Early Career to some of the issues that require 48.4% attention in the work environment, including the long hours and the need for a work-life balance (C&IT, Mid Career 2019; EventMB, 2019). The changing 28.9% nature of the workforce has been noted and that “Purpose is super important to millennials, as is the

sort of projects and clients they work Source: Payscale.com 2019 on” (Harwood, 2017).

6.3.4 Skill gaps management, creatives, technical and employees not filtering through to The Events Industry Board Talent client handling. 54% of respondents mid-level and those that do may not Taskforce survey (EIB TTF) believed that the majority of the have received the necessary training, identified a shortage in event- absence of these skills sits at mid- nurturing, opportunities to fill this gap specific skills within the workforce. level within their businesses. The once they have spent a certain period There were five consistent areas report explains that “it could be of time in their roles” (EIB TTF, p.5, where these shortages existed: sales interpreted that this lack of skills at 2019). and business development, project mid-level is a result of entry level 126

The skills gaps that the EIB TTF Figure 6.11 Event Manager Pay Difference by Location survey identified were not necessarily London, England: London 14% event-specific skills. When asked in what types of roles skills Manchester, England: Manchester 2% shortages were identified, 71% of event organisers and 69% of event Brighton, England: East Sussex 5% agencies identified sales and business Oxford, England: Oxfordshire 8% development as their highest areas. Project management was also

The UK Events Report 2020 - Chapter 6 Bristol, England: Bristol 17% identified by 48% of organisers and agencies, and 56% of suppliers. Edinburgh, Scotland: Edinburgh 19% Other skills gaps identified were: 43% in creative for organisers and Glasgow, Scotland: Glasgow 19% technical skills for suppliers and Employees with Event Manager in their job title in London, England: London earn an average of 13.5% more than the national average. These job titles also find higher than average salaries in Manchester, England: venues. Manchester (2.2% more). The lowest salaries can be found in Glasgow, Scotland: Glasgow (19.1% less), Edinburgh, Scotland: Edinburgh (18.7% less) and Bristol, England: Bristol (16.8% less). Source: Payscale.com 2019 This follows a People 1st 2016 report, where the skills that were missing skills gaps have on the industry. be invested in, with new skills and in the events industry were largely This amounted to between £60-100 knowledge created and implemented interpersonal and employability million lost revenue. to improve performance and skills. Specifically, ability to manage reward. This is often achieved own time and prioritise own tasks through more formal education and at 66%, customer handing skills at The impacts were most heavily felt on: training activities. One of the issues 61%, team working at 56%, sales around education and training is skills at 46% and specialist skills or • Mid-Level Sales / Business the misconception that they are knowledge that is specifically ranked Development roles for interchangeable. Or that they may be at 47%. Organisers and Suppliers thought of as binary, where they are • Mid-Level Project Management seen as polar opposites of each other, The variations in the findings in roles for Agencies as is the case when people argue that the EIB TTF (2019) and People 1st • Technical roles at Venues at a experience is more important than (2016) reports were mainly because wide range of levels education. All are important in their the skills identified in the survey own way and at different times, for a questionnaires were different. They “A combination of high workload, variety of reasons. Too often they are also do not indicate that the events low pay and most importantly no juxtaposed as one or the other, but industry is lacking skills but that it widely accepted accreditation schemes they are increasingly being combined recognises that improvements can result in insufficient incentives for the or being seen as complementary. be made. Specific skills in specialist necessary volume and quality staff areas have been identified as an to stay in the industry, and progress Education, at compulsory (school/ issue elsewhere in the industry. into roles with greater responsibility, college) levels and then through The number of qualified Security leading to the gaps found in the Further and Higher Education Industry Authority licensed staff has survey” (EIB TTF, p.67, 2019). Data providers, comes under the been a concern (UKCMA, 2017) and gathered in the commercial impact Department for Education remit. The the impacts of Brexit on hospitality survey (EIB TTF) showed that the non-governmental organisations, staff. events industry does not suffer from which fund and oversee these, have longer recruitment times than the been going through big changes with What the results indicate is that UK as a whole, and in fact recruits the creation of the new Office for businesses need to invest more in quicker than the average (XpertHR, Students established in 2018 and a education and training to fill any 2019). review of the funding mechanisms gaps that they may have. Investment expected. Training and continuous in hiring and training should not be 6.4 Learning and professional development (CPD) seen as the only cost to a business. Development policy and practice are also covered Consideration should also be given by the Department for Education to what potential income is lost as 6.4.1 Education and training structures but providers are mainly private a result of these gaps. The EIB TTF organisations. They are still, An integral part of human capital is undertook a supplementary survey however, governed by central bodies to cost the impact that vacancy and the recognition that people need to 127 which oversee development and Table 6.3 Types of learning development quality such as the Institute for Apprenticeships (https://www. Description Sources/examples instituteforapprenticeships.org/). Education More formalised, external Undergraduate and postgraduate and in-depth learning. degree courses e.g. AEME members The EIB TTF survey discovered that Mainly cognitive with (www.aeme.org). There are some the group with the lowest levels some practice joint industry and Higher Education of event-specific qualifications at provider courses e.g. NOEA and University of Derby Safety Diploma

entry, mid and leadership levels The UK Events Report 2020 - Chapter 6 (also TechIOSH); A Greener Festival within their businesses were the Assessor Training with Falmouth event organisers. The highest levels University sat with the suppliers. On the whole Training Shorter-term activities, Professional and trade bodies offer the figures were quite low. 70% of which are more certificated courses e.g. CMP (https:// respondents had less than 25% of practically focused. www.eventscouncil.org/CMP/About- their entry level work force entering Many of the professional CMP), CFEE (https://www.ifea.com/p/ their business with event-specific bodies which are offering education/cfeecertification), CIS qualifications. certification are based in (https://www.siteglobal.com/page/ the USA certification), CEM (https://www.iaee. The UK has a number of com/cem/) qualification frameworks that Other Many of the formalised Most professional and trade bodies have been developed to increase activities activities that offer short sessions on specific topics harmony across England, Wales and support personal e.g. HBAA Mental Health First Aider and organisational training; EVCOM preparing for Northern Ireland with Scotland (and development are both changes to IR35; PSA Safety Passports; Europe). The Regulated Qualification educational and training. AEO Facetime exhibitor and data Framework (England and Northern Some of the current security Ireland) is one of these and is developments e.g. Event applying this to events according to Apprenticeships, do this formal educational qualifications and training opportunities. Table 6.4 gives some examples. Table 6.4 Event-related education and training opportunities by level Much of the emphasis on entry Levels Education Training/CPD into employment in the industry is through the educational channels 1-3 GCSE T levels are being created but events are Apprenticeships: Event not yet part of this https://www.gov. assistant, live event rigger, that are available (Table 6.4). These to A-level uk/government/publications/introduc- live event technician have continued to grow and expand tion-of-t-levels/introduction-of-t-levels https://www.institutefora- across the UK. There are now Overseen by the Department for Educa- pprenticeships.org/ opportunities for events education at tion and Office of Qualifications and -Ex Event Safety Passports are all national qualification framework aminations Regulation (Ofqual https:// available at level 2 from a levels, from level 3 apprenticeship to www.gov.uk/government/organisations/ number of providers level 8, where there are more PhDs ofqual) in England being gained in topics related to 4-6 Undergraduate degrees with events in Some private provid- events. The dominant level is still University their title come under the Subject Bench- ers offer alternatives. that of graduates, who reach level 6. mark Statement for Events, Hospitality, These may be accredited UK has a successful higher education Leisure, Sport & Tourism through professional provision in events. Overseen by OfS (Office for Students bodies e.g. Event Academy https://www.officeforstudents.org.uk/) and the Chartered Insti- and QAA (the Quality Assurance Agency tute of Marketing (https:// UK Higher Education providers for Higher Education https://www.qaa. eventacademy.com/) (public and private) dominate ac.uk/en/home) the event offering with some 7-8 Post- Postgraduate taught event programmes There is discussion about private providers. Training and graduate and those undertaking a research degree developing a Level 7 CPD are offered through trade with events as a topic of investigation Apprenticeship offer and professional bodies. In events (Sources: https://www.gov.uk/what-different-qualification-levels-mean/list-of-qualification-levels; https://eacea.ec.europa.eu/ specifically, there is the Institute of national-policies/eurydice/content/national-qualifications-framework-93_en). See https://scqf.org.uk/interactive-framework/ for Event Management that has still Scottish Qualification Framework.) to become operational. The Event 128

Academy, for example, have aligned Table 6.5 Apprenticeship roles related to events (2019) themselves with the Chartered Institute of Marketing to offer Apprenticeship role Link to further details of role profile, some form of accreditation of their knowledge, skills, behaviours courses. Other private providers Event Assistant (ST0168) https://www.instituteforapprenticeships.org/ have aligned themselves with the apprenticeship-standards/event-assistant/ Higher Education sector, whether Live Event Rigger https://www.instituteforapprenticeships.org/ Further or Higher, to gain some (ST0256) apprenticeship-standards/live-event-rigger/ form of validation of their courses The UK Events Report 2020 - Chapter 6 e.g. The Backstage Academy’s Live Event Technician https://www.instituteforapprenticeships.org/ courses are validated to degree level (ST0255) apprenticeship-standards/live-event-technician/ by the University of Bolton. UK Hospitality Supervisor, https://www.instituteforapprenticeships. Universities also align themselves includes Event org/apprenticeship-standards/hospitality- with industry-related courses e.g. Supervisor (ST0230): supervisor/ Falmouth University deliver the ‘A Greener Festival Assessor’ training; the University of Derby deliver • training and experience to uptake of apprenticeships despite the Event Safety Management help start a career in the events the apprenticeship levy, even from Diploma in partnership with NOEA industry; more traditional industries (Evans and Edinburgh Napier University • earning whilst learning; and Stubbington, 2018). Whether credits the Mind over Matter Event future governments support • opportunity to widen the Management and Crowded Space apprenticeships in the same way is diversity of those employed in Programmes. unknown. The principle of learning the events industry; on the job in such a way is what • employers can take on 6.4.2 Apprenticeships industry says is important to them apprentices with ease – tailoring and so any changes to the way that There are a number of different the training and job to meet apprenticeship opportunities that apprenticeships are funded should the needs of their company as have limited impact on their uptake. support the events industry (Table well as receiving government 6.5). These are not always apparent funding to help pay for the 6.4.3 Higher Education because the Event Assistant is training and other costs. under the Sales, marketing and Levels 4-8 of the educational procurement route and the Rigger structure are currently dominated The challenges as: and Technician roles under the by Higher Education providers in Creative and design route. Catering the UK. Events education has been & Hospitality have their own route • getting employers to move offered in UK Universities since the but events do not. from being interested to early 1990s. Providers came together actually taking on apprentices; to create the Association for Events The development of the Trailblazer • achieving sponsorship for the Management Education (AEME) in Event Management Apprenticeship activities of EMAP; 2004. AEME were instrumental in Programme (EMAP http:// • potential duplication with the creation of a Quality Assurance getintoevents.org.uk/) established existing undergraduate and Agency subject benchmark statement the level 3 Event Assistant postgraduate degrees at levels for degree courses with events in Apprenticeship, which has recruited 4-7; their title. Events was first recognised over 100 apprentices and created a • reliance on pro-bono support as a distinct subject area from Board to oversee its progress. The of activities, such as Board Hospitality, Leisure, Sport and intention is to review level 3 and membership and the working Tourism in 2008 and the content to create and offer levels 4, 6 and 7. parties established to drive and delivery of courses was reviewed A meeting on 8 July 2019 (Fullard, forward the programme with and rewritten in 2016. Industry and 2019) discussed the benefits and industry. education providers were involved challenges of doing this. in the panel and consultation process. Each course offered by a UK As with other developments in Higher education provider should The benefits can be summarised as: this field, the political uncertainty consult and defend its programmes going forward does not encourage against the benchmark statement. • designed by professionals in the engagement with such initiatives. The statements are quite broad in industry for the industry; Generally, there is a struggle for coverage and description to ensure 129 that they are future-proof and to may also be offered as an integrated structure, composition and avoid becoming dated by direct pathway through programmes in management of the events reference to organisations, sources of business and management or design industry, to include the reference or processes. and production, while retaining the commercial, public and third distinctive characteristics described sector involvement in events The main content of relevance to the in this benchmark statement. Where • consideration of international, comments made by industry is that students study in these contexts, cultural and global courses should include practice and they apply their learning to events environment contexts specifically. that theories should be applied. The • psychology of the event The UK Events Report 2020 - Chapter 6 QAA Subject Benchmark Statement consumer and client and (QAA SBS) states that “a particular 3.4 Events programmes characterise resulting issues such as the feature of programmes in this area is the nature of events as planned, inclusion and exclusion of the inclusion, as integral significant temporary, short-term, unique certain groups, management of elements, of industry placements, activities designed to meet cultural, crowds and academic concepts work-related or work-based learning, economic, social, political, leisure, such as co-creation as well as other forms of delivery life-cycle, marketing or business • sensory conception, design and which involve collaboration between needs. The nature of events means staging of event experiences the higher education provider that specific expertise is required to and eventscapes and relevant practitioners and manage temporary resources such employers. This reflects the value of as sub-contractors and volunteer • technical, administration, practical experience in developing workforces. Thinking and working planning, operations, health the knowledge, skills and behaviours creatively is at the heart of this and safety risk and security which graduates need to contribute process and forms an integral part assessment and mitigation, to the professions to which they of any programme, with creative and contingency planning, progress, which are integrated with skills and aptitudes developed and resilience, project and risk theoretical understanding and skills in assessed. It is necessary to have management involved in the critical analysis” (QAA, 2016, p.14). knowledge of procurement processes provision of events planning and working through agencies • financial management and The QAA Subject Benchmark and clients to plan, coordinate and human resource requirements Statements for courses broadly deliver safe, sustainable, rewarding for all organisations and stages concerned with Events outline what and, often, creative experiences. of event delivery, including Level 6 looks like in the following Moreover, as event sectors have sources of funding descriptors: themselves matured, a fundamentally • various legal, environmental greater strategic perspective is and ethical requirements 3.2 As events have come to be a required in terms of both policy necessary for successful events, major force for personal, business, and practice. Graduates need to incorporating international community, destination and nation- be able to independently question reference points and key policy building reasons, the study of events why events are provided as well as documents the best methods to do so. Events has become increasingly significant. • marketing of events and the programmes therefore need to The subject area has emerged as a relationship between events explore a range of conceptual dynamic area of study, employing and destination management and theoretical areas, alongside creativity in the curriculum, and and brands developing professional skills, in is supported by a cogent critical • business events, festivals, research and publication base. order to meet the academic and employability needs of graduates, popular culture and events in Alongside this, there is a growing urban/rural spaces understanding of the knowledge base the events industry and the events • the use of technology and for events education and increasing subject area. digital platforms in events and recognition of events as a subject the nature of hybrid events and internationally. 3.5 Events programmes often involve the study of the: activation in current and future environments 3.3 Events programmes draw upon academic areas such as Psychology, • consideration of the concepts • relationship with the built and Design, Law, Geography, Sociology and characteristics of events natural environments, land- and Political Sciences, and are as an area of academic and use change, construction and by nature multidisciplinary and applied study spatial planning, transport planning, architecture and interdisciplinary. The study of events • nature of events and the 130

infrastructure developments that the awarding education provider risk, and how they apply to the • role of events in national identifies how the course(s) being phases of events, such as initiation, and international economic reviewed meet the QAA Subject planning, staging of the event and development and regeneration Benchmark Statements. There are closure and legacy other generic content details that • critical review of the policy, relate to all subjects across Events, ii operate and effectively manage strategy, impact and legacy of Hospitality, Leisure, Sport and resources, including human (paid events, including historical and Tourism, available in the document or volunteer), financial, venue, future investigations available on the QAA website. The and subcontracted and technical The UK Events Report 2020 - Chapter 6 • career development and following is an extract from the resources and the development of learning opportunities in the document that details what an return on investment models events sector. honours graduate (level 6) of events should be able to demonstrate: iii display critical knowledge, 3.6 Curriculum content may include: understanding and application of risk management and the legal, ethical the events industry, organisational 6.2 An honours graduate in Events and regulatory frameworks that affect behaviour, event environment, is able to critically analyse and event management including health live events management, event evaluate the concepts and defining and safety considerations and crowd operations, project management, characteristics of Events as an area management applied technology, management of academic and applied study, support systems, event design, including being able to: theming, hospitality, event risk iv plan, project manage, produce, stage, analyse and evaluate events, management, crowd management, i explain, interpret and challenge including the procurement of security, event production, support theories and concepts which are used support service provision, the services, event resource management, to understand the origin, purpose, application of new technologies and meanings and development of events volunteer management, human logistics resource management, event from a range of critical perspectives marketing, public relations, v design creative events, including ii display an insight into the consumer behaviour, sponsorship, the programming of spectacle, structure of event providers and their venue and facilities management, exhibition, ritual, and performance safety and security, strategic sectors, and analyse the political, management, creativity, financial technological, social, environmental and economic factors which affect, vi engage with, contribute to, management, fundraising, and produce events based on an economics, small business or impact upon, the supply of, and demand for, events acquisition and understanding of management, entrepreneurship, appropriate vocabularies, skills, leadership, event law and licensing, working methods and professional iii analyse and reflect on the different health and safety, administration, business communications. event policy, cultural studies, cultural and business concepts, globalisation, mega-events and intercultural and international dimensions of events 6.4 An honours graduate is able to spectacle, evaluation, critical event recognise and value the centrality studies, research methods and of the attendee and/or client and iv demonstrate a critical awareness market research. meet and respond to their needs and and understanding of how core expectations, including being able to: values, for example, ethics, Source: QAA Subject Benchmark sustainability, creativity, strategy, and Statement continuous improvement, relate to, i analyse the nature, characteristics, and are reflected in, events. needs and expectations of different consumers through applying Higher Education in the UK is consumer behaviour theories and robustly controlled through the 6.3 An honours graduate is able to concepts and socio-cultural theories national quality systems, such as demonstrate a range of professional the requirement that new and event planning and management ii generate creative ideas/concepts, periodically reviewed courses knowledge and skills, including being proposals, pitches and solutions to go through a process of external able to: offer experiences that meet differing validation. Most of these processes needs include industry representatives i demonstrate a critical awareness and understanding of appropriate as well as academic experts in iii analyse and evaluate the quality of the subject. The documentation domains including administration, design, operations, marketing and the event experience and its impact supporting the process also requires on the event consumer and/or client 131 and the wider organisation and the The UK is fortunate to have a publicly and the following figures practices of co-production and co- thriving Higher Education sector have been taken from the JACS creation of quality. For 2020 starters, UCAS code N820 (JACS = Joint Academic (November 2019) listed 425 Coding of Subjects). N relates to iv evaluate the importance of cultural undergraduate Event Management those courses that are predominantly and other diversities in developing courses offered by 105 providers management in focus, coming access to, and participation in, events and 54 postgraduate courses by under Business and Administrative by specific target groups 23 providers. This is an inflated Studies. It is acknowledged that there figure because the list includes are more courses that offer event The UK Events Report 2020 - Chapter 6 v demonstrate an understanding of different types of named pathways degrees, such as those linked to other the ways in which attendees behave at the same university where they subject areas such as Tourism & at events and within the venue offer different combinations of Events, or specialist focus outside of and surrounding destination, in modules. There are also a variety JACS code N e.g. JACS code W covers particular crowd management. of courses, some specialising in Creative Arts and Design, which are 6.5 An honours graduate is able to different types of events (e.g. sport not included in these figures. use, and understand the impact of, events), some are combinations rationales, sources and assumptions (e.g. with Business or Tourism and To give a longer trajectory, a previous embedded in policy, planning and Hospitality) or different stages of publication (ATHE, 2012) gave the delivery mechanisms in an events the process (e.g. production). It also total number of students in N820 in context, including being able to: lists courses where there may just 2007/8 of 3,365; 2008/09 of 4,405; be modules in events management. 2009/10 of 5,770 and 2010/11 of i evaluate the legacy and impacts Providers include colleges as well as 6,660. of events in social, economic, universities, the majority of whom environmental, political, cultural, are post-92 universities. The main Data for graduate recruitment is technological and other terms 45 Higher Education providers are collected 6 months after graduation members of AEME, whose objectives and recorded for each course (HESA ii appreciate the complexities of are: future scenario planning and the Destinations of Leavers from Higher ability to forecast and envisage Education) and publicly available via a. To provide a voice for events the future for events through the unistats.ac.uk. Taking 60 universities, education impact of technological, social, the average salary for 2016/17 was environmental, political and b. To support and raise the profile £20,000 (DLHE/LS). These are economic changes of the events discipline through now being collected longitudinally the sharing of education and but for the broader subject area iii appreciate the ethical and best practice including hospitality, tourism, sustainability issues associated with c. To provide a discussion forum sport management and shows the financial support, operation and for issues affecting events £19,000. This data is to become development of events education and industry the Graduate Outcomes (https:// www.graduateoutcomes.ac.uk/) d. To establish communication iv write and critique event plans, survey which asks 15 months after opportunities between events portfolios and event strategies, which graduation. The first results will be stakeholders recognise and meet the needs of published in 2020 but are also linked specific stakeholders e. To encourage the development to SIC 2007 and SOC 2010 codes, so and dissemination of the again, events will not be recognisable v critically reflect upon the role of events management body of specifically. those organisations and structures knowledge charged with a responsibility for the f. To support, undertake and promotion of, or the training of, There still appears to be a myth disseminate research practitioners in events being shared that HE providers g. To encourage international do not work with industry. Unlike vi demonstrate a critical awareness exchange of ideas and best other types of degrees this is not the and appreciation of existing and practice in events case. There are a number of good emerging standards, policies, examples of ways in which employers initiatives, frameworks and Data is collected in the UK on and businesses are working with contemporary issues. students and graduates by the education providers, whether Higher Education Statistics Agency through open-days, guest visits, Source: QAA Subject Benchmark (HESA https://www.hesa.ac.uk/). projects, research and employment Statement The headline data is now available through work placements or on 132

graduation. Despite there being no Table 6.5 Number of students studying events management at specific event graduate schemes, UK Universities most graduates (90%) do enter the broader event sector, whether in an N820 2014/15 2015/16 2016/17 2017/18 agency, venue, production, supplier First year (all) 2,775 2,550 2,250 2,350 or internal departments which UG UK 5,845 5,305 4,580 4,800 organise events (DLHE 2018). The UG rest EU 380 410 565 495 Talent Task Force survey showed that over 60% of respondents recruited UG non-EU 265 280 300 265 The UK Events Report 2020 - Chapter 6 from universities, less so from TOTAL UG 6,495 5,995 5,440 5,560 colleges and schools (EIB TTF, 2019). PG UK 200 185 250 210 6.4.4 Training and Continuing PG rest EU 100 85 100 80 Professional Development PG non-EU 340 285 325 240 (CPD) TOTAL PG 640 560 575 525 The absence of an explicit career TOTAL (UG+PG) 7,135 6,555 6,015 6,085 structure to working in events is one of the reasons that Event First Source: HESA https://www.hesa.ac.uk/data-and-analysis/students/table-22 (2019) Steps was created and also highlights Note that totals include non-categorised data. Includes all modes of study and the fragmented nature of what is total number of students during that academic year. available once people are working in the sector. It is understandable For an organisation CPD takes time all levels within the industry and has that organisations and businesses see that investment in training could (often out of the office or event site) had many successes for the mentees be lost if people leave the company, and money. The EIB TTF survey and mentors (Dashper, 2017). rather than the benefit this offers the identified that the average spend per organisation in the short term, the person, per annum, on an employee’s Training and development is individual and the sector as a whole. skills development and training is £495 very much part of the workplace There are initiatives that offer advice at entry level; £690 at mid-level and environment and culture. Direct and guidance to potential career £1,004 at senior management level. links have been made to the need opportunities and development e.g. to care for the people working in Hospitality Guild Career Map, AEO One of the benefits of belonging to a events and for their wellbeing as talent hub (https://www.aeo.org.uk/ trade or professional body is not just a whole. Wellbeing is an issue for what-we-do/talent-management/ the networking and representation, all workplaces and recognised as talent-hub). but also the courses and training on relevant to events, with a focus offer. The recognition of the value of on mindfulness and other related There is a myriad of opportunities investment in people and looking at activities (Macdonald, 2018). In a but a lack of direction. The EIB TTF the career pipeline is evidenced by 2019 Stress Matters report (https:// survey results showed that c.50% of activities, such as the Event Supplier www.stressmatters.org.uk/) on the respondents identified a lack of funds and Services Association’s (ESSA) wellbeing and stress in the events and/or an absence of specific training creation of a Future Focus Board industry, a third of respondents had courses available to them as a reason for (https://www.essa.uk.com/about- had no training and half of those not providing training or more training. essa/future-focus-board). There that had, wanted more. In 2017, the have also been a number of cross- research identified that those with There are a number of practical industry mentoring and coaching no training had 33% higher levels of courses on offer to those working initiatives, such as Fast Forward 15 stress than those that had had some in events, some of which are also (http://www.fastforward15.co.uk/) or a large amount of training. Similar provided as part of degree courses. and Elevate (http://www.elevateme. findings were identified by HBAA These include: co/). These support the idea that with their Mental Health survey there are benefits for the whole (https://www.hbaa.org.uk/content/ • BII National Licensee’s Cert. industry and not just for individual hbaa-mental-health-survey-reveals- • Emergency First Aid Course organisations in offering a structured striking-findings-about-impact- • IOSH Managing Safely Cert. mentoring process. It is one way of industry-pressures-ahead) and • Security Industry Authority trying to tackle some of the issues Eventwell (https://eventwell.org/). Licence around diversity in the workforce. Fast Forward 15, for example, offers • Event Safety Passport mentors for 15 women working at 133

6.5 Current and future negative view of the impact of Brexit satisfaction and retention are challenges were given as: improved. There is also a positive 6.5.1 Workforce environment impact on mental health, with 39% of employees seeing a marked There are a number of factors that • The current impact of improvement since starting a more will influence current and future uncertainty on individuals flexible work routine. As events employment within the events • Not being sure how things will themselves are not routine it is industry. Most of these are not develop important to provide flexibility for unique to events nor to the UK. • Lack of EU applicants. the workforce so that they are then in A lot can be learnt from research The UK Events Report 2020 - Chapter 6 turn flexible when needed for events. undertaken in other industries and The Creative Industries Federation globally, but a way of interpreting and UK Music have called on 6.5.4 Diverse workforce and applying this to events and government for special attention to To make the events sector relevant particular roles is necessary. be given to artists, who are integral to the UK economy and society, it Further work is required on this to many events, having the freedom needs to review how diverse it is. but cognisance can be paid to work of travel into and around the UK (as This relates to the demographics undertaken and published. Many well as artists travelling overseas). and skills of those who work in the of the global reports on the future The export potential could be industry but, like marketing, the of work understandably focus on limited, as well as the content of the behavioural and psychographic technological changes but also events. The Hospitality sector have characteristics, understanding and business models and the human identified the negative impact on the openness is important. Emphasis impact (WEF, 2018; OECD, 2019; workforce if controls are imposed in the last Events are Great report Deloitte, 2019; ILO and IOE, 2019; by Brexit. These have not necessarily was on the gender imbalance within World Bank Group, 2019). There been accepted by the government’s the industry. This is still an issue, are also those views that build Migration Advisory Committee but so also is the lack of the Black, different scenarios. This can be seen (MAC, 2018; MAC, 2019). as a fearful dystopian future or an Asian and Minority Ethnic (BAME) ideal utopian one where events can and registered disabled workers. 6.5.3 Gig economy offer gainful employment with high There is still a glass ceiling and work rewards in terms of job satisfaction The gig, or on demand, economy conditions do need questioning - and remuneration. Pressure for has been both lauded and heavily some of this is specific to certain competitiveness, growth and criticised. It is something that the demographics. For example, women productivity when culturally we may events industry relies on and needs still dominate the number of be changing e.g. lifestyle economy to be wary of. The nature of events employees but not at Board level (RSA, 2018). as ‘pulsating’ organisations means (BCD M&E, 2017). There are still that they have to expand immediately organisations who recruit women around an event and contract outside 6.5.2 Brexit because of their contribution to the of the event time. The industry, aesthetics of an event and do not There have been a number of related therefore, relies heavily on freelancers, sanction misbehaviour towards staff reports about the impact of controls contractors and volunteers and so (Woollacott, 2019). Women are also on the movement of employment may fall into the issues faced by zero- under-represented in the content instigated around Brexit but none hour contracts. It has, however, also delivered by an event, which is why undertaken specifically for the event been recognised that the flexibility there are movements to increase the sector because of the lack of robust afforded different types of contracts diversity of conference and music data. With regard to the impact of and freelancing is something that festival line-ups (e.g. Open Society the EU Exit Referendum in 2016, the future workforces may request more Foundation, 2018; Enson, 2019; UK EIB TTF 2018 survey discovered that often (CBI, 2018; Wildgoose, 2019; Music Keychange https://keychange. not a single respondent had reported World Bank Group, 2018). eu/). a positive impact on their workforce. Of those asked of the future impact Findings from event agency of leaving the EU over the next Dashper (2018, p.147) reports on the Wildgoose’s Flexible Working Survey 1-5 years, less than 2% believed it positive role that mentoring schemes (2019) show that a significant would have a positive impact on such as Fast Forward 15 can offer number of UK employees are recruitment, training or retention those involved, but identifies that, on seeking flexible working to better (EIB TTF, 2019). their own, they do “little to challenge juggle life both in and out of work, the broader structures and beliefs without compromising productivity. that sustain gender inequality in the The main reasons for a neutral or The findings indicate that work events industry”. They offer support, 134

confidence and advancement especially in the field of audience 6.6 Conclusion for mentees, and event mentors. engagement. The growth of the trade 6.6.1 Summary However, “until … structural, show ‘Event Tech Live’ demonstrates Progress has been made in the cultural, social and economic these advancements. The events development of the people part of barriers are dismantled, then it is industry is quite ebullient in how it the events industry. Much of the unlikely that gender discrimination can resist the threats of technology development has been the growing will disappear completely from the because of the ‘live’ nature of recognition that people are valuable events industry.” (Dashper, 2018, experiences. However, it does need and that we need to better understand p.148) Many of these barriers are to be wary of complacency and The UK Events Report 2020 - Chapter 6 the complex nature of recruitment, generic but, within events, not all continue to develop and enhance the development and enhancement of roles are family-friendly because human nature of event experiences human resources. There are a number of long and inflexible hours and with technological benefits. of opportunities available to the frequent travel (Dashper, 2013). Technology must be used for events industry through alignment competitive advantage and not as a with the Creative Industries and novelty or because others are using it. Emphasis over the past few years Tourism Sector Deals and the has been on the next generation to implementation of the International join the workforce (now Gen Z not The impacts of technology on Business Events Action Plan and millennials) but what this misses is the human resources in the the creation of the Hospitality and the ageing nature of the workforce. events industry have been less Tourism Sector Skills Council. Concern has been made about well documented. Technological retention of the event workforce advancements, especially automation, There is still a natural silo effect from loss of the younger generation are the general concern of industry. where organisations and companies to other industries. Focus should also They can be seen as a threat or an focus on their own professional be at the other end of the age-related opportunity. Research undertaken by development but there are larger pipeline. Whilst ‘young blood’ and a number of bodies emphasises the benefits if cross-industry work is new ideas and skills are necessary, complex nature that developments undertaken to better understand so are the wisdom and experience of could have on the workforce. their contribution to the pool of those who may wish to have another What they do highlight is that the talent and the pipeline(s) that are ‘career’ rather than retire. People are workforce will be going through a available through and across the also looking to change careers and period of change, especially in terms different sub-sectors. Fragmentation so ageism should not be practised of necessary skills and business does not give the sector the synergy in any activity, such as internships models which will impact on the and strength that it needs. There and volunteering (Stanton, 2016). work environment. A recent World may be different named roles and When company directors and those Economic Forum (2019) global language used in particular sub- who have worked for some time in report on the future of the workforce sectors, but the main requirements events are looking for a change, a and global competitiveness of our human capital mean that we new challenge and need less paid identified sector-specific impacts should be supporting, growing and hours, then how can we keep them of technological changes. Both the retaining these people in our sector. engaged? Volunteering is often a way Aviation, Travel and Tourism and It should be recognised that, with the of entering the industry and gaining the Consumer industries are seen as changing work environment, this will experience. Whilst volunteering may people-based and the changes will be still be fluid and incomers should be be a way of keeping engaged with the about augmenting skills rather than welcomed and sought for their new industry, like those at the beginning replacement. Automation will permit ideas and to be game-changers in of their career, those later in life time to focus on more human skills these competitive times. also need to be rewarded for their and offer increased efficiency for the contribution in a meaningful way. industry. Their needs are different and require There are many cross-over and further research and understanding. generic skills but also those that are This human capital should not be specific to particular roles, e.g. in underestimated nor dismissed as events. These are evident, particularly being ‘old’. in the technical and safety areas e.g. BECTU, SIA. The more generic event manager roles have been 6.5.5 Technology and less well identified and articulated. automation The QAA SBS (2016), the level 3 Events have been working to adopt National Occupation Standard and and develop new technologies, Apprenticeship descriptors for event 135 assistants also offer some detail here. between the two. Celebrate become increasingly disrupted, Progression toward a co-ordinated both for their inherent personal portfolio careers approach is slow and at times strengths. Training is for doing; will shape future progression. arduous, with competing agendas Education is for thinking and Industry employers need to be and conflicting priorities, but the creating new knowledge aware of this and recognise that direction of travel is a positive • Organisations should further employing people from other one. Harnessing the opportunities develop and support education sectors can bring benefits to afforded by the Sector Deals, with and training opportunities their organisation the proposed Skills Council, a

outside of their own business. • EIB and BVEP continue The UK Events Report 2020 - Chapter 6 renewed BVEP governance, the EIB Most event businesses are to facilitate employer and agenda, EMAP progression, AEME SMEs, or even small traders, employee activities at a sector/ recognition and a reinvigorated IEM, and so resource barriers to national level the future looks more positive for CPD are high • EIB and BVEP to work more the recognition of the GREAT event • Actively support higher explicitly with international talent in the UK. education providers in bodies e.g. EIC, JMIC, IFEA, education and research to PCMA, MPI, ILEA. The need to invest in education, future-proof the sector. Higher training and reskilling programmes education will support the is a global one, across all industries strengthening of the whole and not just an issue for the events sector with graduates with industry. The Hays Global Skills intellectual cognitive skills and Index 2019/20 also identifies that knowledge, which are forward companies should enable flexible looking. This is only possible working which would increase the for the larger organisations in pool of talented individuals to grow events who have the capabilities and resolve the issues surrounding and resources to invest in R&D. embracing diversity in the workforce SMEs do not always have this (Hays, 2019). By working together to opportunity address some of these larger issues, • Higher education providers, the events industry should become through AEME, to offer more resilient and stronger. Always information on how industry agile and competitive, the events can get further engaged with industry should see opportunities them. To promote examples within the challenges that it faces. so that those in industry It needs to find a way of celebrating understand the role of higher and rewarding talent beyond the education and the contribution annual award shows. The following that graduates, academics and recommendations are offered by the research can make to the sector author of this chapter based upon as a whole the evidence within it (and not that of any particular organisation). • Employers – to be more explicit about what they need from recruitment, education, training 6.6.2 Recommendations and development and voice • Fight for and use SIC and SOC these to BVEP Partners and codes which cover the events other relevant Professional, industry as a whole Statutory and Regulatory Bodies • Communicate across a more • Industry – to pump prime and standardised and recognised promote opportunities and terminology what they do e.g. DRP open • Get away from the doors; UFI talent grant education OR experience • Employees – to take distinction – both are vital responsibility for their own but with the development of development in these changing Apprenticeships there needs times and to call for more to be a clearer distinction support. As career paths 136 References

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CHAPTER 7 INFRASTRUCTURE, ACCESSIBILITY, SUSTAINABILITY 7.1 Introduction • explores the issues, challenges are underway around the UK, or This chapter looks at the third and benefits of adopting a have reached an advanced planning foundation of the government’s sustainable approach to events stage, and some of the major ones are industrial strategy, Infrastructure, for destinations, venues and described briefly below. together with two interconnected event organisers. priority issues for the events industry, 7.2.1 Venue Investments for the country and for our world - 7.2 Infrastructure Aberdeen Accessibility and Sustainability. The While the UK undoubtedly has a P&J Live opened its doors in the chapter: good record for investing in the summer of 2019, providing a new physical infrastructure required facility beside Aberdeen International • describes some of the for a 21st century events industry, Airport. The 15,000 capacity major investments in events there will continue to be a need for main arena will host conferences, infrastructure (buildings, ongoing investment, whether this is exhibitions and music concerts. transport and connectivity) to increase capacity through new or The plans for the £333 million currently under construction refurbished venues, to adjust existing complex also include a 6,000m² or at advanced planning stages, facilities to meet the changing multi-purpose, sub-divisible and identifies some current demands of today’s and tomorrow’s exhibition hall, seven conference gaps and weaknesses in overall events, or to improve the transport suites, and nine meeting rooms. infrastructure provision links into the UK from overseas, Complementing the facilities will • highlights the importance of within the UK between destinations, be two on-site hotels: a 200-room making events fully accessible, or, at a local level, for transportation Hilton, and a 150-room Aloft. A both in terms of facility design of event delegates and attendees 33,000m² semi-subterranean area and equipment but also in within and across individual cities. below the main central square will respect of event planning and provide additional exhibition space. servicing It is encouraging to report that More information: www.pandjlive. major infrastructure investments com 140 The UK Events Report 2020 - Chapter 7

Figure 7.1 P&J Live, Aberdeen

Blackpool Bristol and Ashton Gate Sports & include additional housing, Blackpool is currently undergoing Convention Centre. a multi-storey car park, and a £500 million transformation, two hotels. The Centre will which includes a new £28 million a. YTL Arena Bristol. The also provide space for the conference and exhibition centre proposal is to create the growth of a broad range of which sits adjacent to the existing UK’s third largest arena with community-based sports, Winter Gardens complex. The new a capacity of 17,000 in a run by the group of charities centre, due to open in May 2020, will redevelopment of the former based at Ashton Gate. More offer almost 3,000m² of space over aircraft hangars at Bristol’s information: https://www. two floors, and accommodate up Filton Airfield, the home of ashtongatestadium.co.uk/ to 2,000 delegates across the multi- Concorde. The arena will be development/ functional space. Once completed, used for sporting events, family the complex will provide 4.9 acres entertainment, music events et Cardiff of connected event space and the al. The anticipated completion Cardiff City Council has revealed capacity to accommodate up to 7,000 is 2022. More information: plans for a mixed-use £500 million delegates. More information: www. https://www.ytldevelopments. development which includes a 15,000 visitblackpool.com/business co.uk/developments/ytl-arena- capacity arena, with the Red Dragon bristol Centre in the Bay as its preferred Bradford b. Ashton Gate Sports & location for the indoor arena. The The former Bradford Odeon cinema Convention Centre. Ashton 30-acre development would also is being converted by the NEC Gate Stadium, home of Bristol include retail space, restaurants, Group into a 750 capacity venue City FC, has revealed plans for leisure space and office space, as for conference and banqueting, a new Phase 2 £100 million well as a cinema complex, 350+ whilst the main auditorium will be development, following hotel bedrooms, a 1500+ space reinstated as a 4000 capacity live its successful Phase 1 £45 multi-storey car park and waterfront events venue. It is anticipated that million transformation, to apartments (Stand Out, 2019). the renovated and restored building create Ashton Gate Sports will reopen in 2020/2021. & Convention Centre. A Farnborough 4000-capacity home for The Farnborough International Bristol Bristol Flyers Basketball will Exhibition & Conference Centre There are two planned events venue be the centrepiece of the new opened in March 2018, alongside developments in Bristol: YTL Arena development, which will also Farnborough Airfield, home to the 141 The UK Events Report 2020 - Chapter 7

Figure 7.2 Bonus Arena, Hull Figure 7.3 Artist’s Impression of Olympia London world-famous 5-day Farnborough existing facilities. More information: Other key features of the International Airshow, which https://www.sec.co.uk/ project include a 1,500-seat welcomes over 100,000 people theatre; a 1000-seat performing through its gates every two years. Hull arts venue; a four-screen The new Centre offers 20,000m² Since 2016 Hull & East Yorkshire has cinema; 63,000m² of creative of flexible event space, including a seen over £110 million invested in its office space; upgrades to 12,500m² exhibition hall, plenary venues. The largest project has been existing spaces, including an space for 5,000 delegates, nine multi- the opening in August 2018 of Bonus upgrade to the exhibition space purpose meeting rooms able to Arena, Hull’s new £36 million music, to improve circulation and to accommodate up to 1,000 delegates arts and conference complex. The add a new conference facility theatre-style, on-site parking for arena can cater for up to 600 dinner accessible from all of the halls 3,500 cars and direct access to the guests, offers a 3,500 capacity concert (the overall exhibition space M3 and M25 motorways. More auditorium with the flexibility to available will remain the same); information: www.farnborough.com reduce to a 2,900 all-seated event and an 18,500m² logistics or a 1,200m² exhibition space with centre. Further information: Glasgow 800-seat conference auditorium. https://olympia.london/ Glasgow’s major events venue, the More information: https://www. b. MSG Sphere. New plans for Scottish Event Campus (SEC), has bonusarenahull.com what is claimed to be the UK’s applied for planning permission in largest live music arena have principle for a major expansion of London been revealed by The Madison its facilities, with a vision to create Two of the major venue investment Square Garden Company a unique global event campus. The projects being planned in London (MSG). The MSG Sphere will £150-£200 million project focuses include Olympia London and the be able to seat 17,566 people or on developing the west end of the MSG Sphere. hold 21,500 standing. The new campus and includes a dedicated venue will be 120 metres wide entrance, additional highly flexible a. Olympia London. Planning and 90 metres high, and will be meeting, exhibition and networking approval has been obtained covered in LED panels. It will spaces, with panoramic views of the for a £1 billion upgrade to be constructed in the Stratford city and River Clyde. It is estimated Olympia London. The plans area of east London. It is that, in a mature year, the new will turn the 14-acre site into projected that MSG Sphere will facilities would generate £123 million a destination with hotels, support up to 4,300 jobs each of economic benefit to the Glasgow restaurants, performance year during the venue’s three- area, £106 million to Scotland and venues and office space, and year build, as well as supporting £71 million to the UK. This would will also include 2.5 acres up to 3,200 jobs once the be in addition to the £400 million of new public space. The venue opens, generating a of impact to Glasgow, £227 million transformation is set to begin reported £2.7 billion for the UK for Scotland and £136 million for in 2020 with the first tenants economy. More information: the UK generated annually from the expected to move in by 2023. www.msg.com/london 142 The UK Events Report 2020 - Chapter 7

Figure 7.4 ICC Wales

Manchester There will also be a state-of-the-art, any one time. It incorporates a In June 2019 plans were unveiled for 12,500 seat entertainment arena, 1500-seat auditorium, 12 flexible a new venue in Mayfield, Manchester, bars, restaurants and extensive meeting rooms, a 4,000 square metre capable of holding up to 10,000 public realm. The development pillar-free main hall, double-height people (Macdonald, N., 2019). The on the Gateshead waterfront will glass atrium, a 2,500 square metre venue, called Depot, is due to launch sit between the iconic buildings outdoor plaza for outside events and in August 2019 with Manchester of Sage Gateshead and BALTIC teambuilding, and offers 2,000 car Pride Live. Subject to planning Centre for Contemporary Art. It is park spaces. It also has bridges taking consent, the space will become a anticipated that the development delegates straight into fresh air and multi-use cultural venue for the will boost the regional economy woodland. city and is expected to be in use for by over £29.5 million annually five years while the £1 billion-plus and attract over 290,000 visitors Swansea regeneration of the Mayfield site, a year. More information: www. It was announced in December near Manchester Piccadilly Station, is newcastlegateshead.com/conferences 2019 that construction has started progressed. Alongside the proposed on Swansea Arena, part of the first main performance space at Depot, Also in NewcastleGateshead is phase of the £1 billion regeneration there will be two smaller areas. One The Helix, a £350 million flagship and transformation of Swansea city of these, called Concourse, will be development which combines state- centre (Swansea, 2019). The arena providing a range of free-to-attend of-the-art building hardware with marks the start of the council’s £135 community events, seasonal activities the ‘knowledge economy’ software of million ‘Swansea Central’ phase one and food experiences. The second world-leading experts and research. project which comprises the new space, called Archive, will offer a The Helix is a partnership between waterside 3,500 capacity indoor more intimate performance area as Newcastle City Council, Newcastle arena as well as new restaurants, well as low-cost rehearsal and studio University and Legal & General. shops, a 1.1 acre coastal urban park, space for local artists. It brings together industry leaders, city centre apartments, two multi- businesses and top researchers storey car parks providing 960 in a new innovation community spaces, a digital plaza and a ‘gateway’ over a 24-acre sustainable urban pedestrian bridge over Oystermouth NewcastleGateshead development. More information: Road. With state-of-the-art facilities Gateshead Quays has been named https://newcastlehelix.com/ for conferences and meeting rooms, as one of seven schemes officially Swansea Arena is due to bring backed by the Department for Newport conferences and events into South International Trade as part of The ICC Wales is a joint venture West Wales, in addition to its role as £2 billion of new investment between the Welsh Government and a music and entertainment venue. opportunities launched across the the Celtic Manor Resort. The £84 UK. The 3.84 hectare site will be million development, opened in 7.2.2 Conference Centre transformed by the £250 million September 2019, provides 26,000m² Broadband Connectivity Fund development which will incorporate of total floorspace for meetings, In conjunction with the Tourism a significant flat floor convention and conferences and exhibitions and Sector Deal announced in June 2019 exhibition centre with 10,300m² of will be able to accommodate up (DCMS, 2019a), the government conference and exhibition facilities. to 5,000 conference delegates at published an International 143

Business Events Action Plan (see c. The Tourism Sector Deal also and investing in, expansions and Chapter 4 of this report)(DCMS, describes an investment of £300 developments to keep up with the 2019b). As part of this plan the million by the Department for growing passenger numbers. Here government confirmed that it will Transport for improvements are some examples: run a new £250,000 scheme to to the Brighton Main Line, a improve broadband connectivity in key route to Gatwick Airport. a. Heathrow Airport. The conference centres, enabling them to The improvements will reduce proposed new third runway for receive full fibre access. delay hotspots and boost the Heathrow Airport will be the reliability of rail travel in

first new full-length runway to The UK Events Report 2020 - Chapter 7 7.2.3 Rail Infrastructure S.E.England. be built in south east England Projects since World War II There are two major rail 7.2.4 UK Airport Investments b. Gatwick Airport. In 2018 infrastructure projects in Britain: the and Developments Gatwick announced a £1 Elizabeth Line (formerly known as The Department for Transport is billion expansion plan to Crossrail) and High Speed 2 (HS2). developing an Aviation Strategy accommodate the predicted – Aviation 2050 – setting out the growth in passengers of 8 a. Elizabeth Line. The Elizabeth government’s long-term vision for million, reaching 53 million Line is the new £15 billion aviation to 2050 and beyond, and this by 2023. The development 73-mile railway line that will be of particular importance to includes extending the North crosses London from east to events and to tourism (Department Terminal, delivering 6 new west. It connects Reading and for Transport, 2018). departure gates, a new domestic Heathrow Airport to Shenfield arrivals facility, new baggage and Abbey Wood via central In the government’s ‘Tourism Sector reclaims in the South Terminal, London. It was due to open Deal’, reference is made to a new adding 1,200 new car parking in December 2018 but is now Passenger Charter: spaces and upgrading Gatwick’s train station scheduled to open between ‘As an important part of the October 2020 and March Government’s long-term Aviation c. London City Airport. The 2021. Several high profile Strategy, we are proposing a new airport is undergoing a £480 events venues are expected to industry-wide Passenger Charter million investment programme benefit from the new route, that will seek to increase awareness including 8 new aircraft stands, most notably the Barbican of consumer rights standards across a digital air traffic control Centre and ExCel London. aviation, improve passenger services tower, a full-length parallel Each Elizabeth Line station and promote best practice in the taxiway and an extension to the will have over 50 kilometres of aviation sector.’ terminal building communications cabling, 200 d. London Luton. London Luton CCTV cameras, 66 information The Tourism Sector Deal also is investing £110 million to displays, 200 radio antennas, describes the opportunity for transform the airport. The 750 loudspeakers and 50 help airports to be transport and ticketing developments include the points. More information: information hubs: provision of more shops, https://tfl.gov.uk/travel- ‘The Government recognises that bars and restaurants, a multi- information/improvements- airports are in a unique position storey car park closer to the and-projects/elizabeth-line to be transport and ticketing hubs. terminal, a wider range of flight b. High Speed 2 (HS2). High Speed Indeed, many airports are already destinations, better transport 2 is a planned high-speed railway. developing digital and face-to-face links to central London and Sections were approved in 2017 facilities that will make onward bigger and better layouts to and await construction, while journeys more straightforward for speed up security. Additionally, other sections await approval. passengers. Integrated ticketing can the airport has plans to expand When completed, the £80+ refer to a ticket for the whole journey and increase its capacity, to billion HS2 will directly connect or encompass multiple tickets, and the include a new terminal and London, Birmingham, the East Government encourages airports to other landside and airside Midlands, Leeds and Manchester. lead in the development of integrating infrastructure Phase 1 (London-Birmingham) service offerings with surface transport e. Birmingham Airport. In 2018 is scheduled for completion by providers.’ Birmingham Airport published 2026 and Phase 2 by 2032-2033. its ‘Master Plan’ setting out More information: https://www. Airports across the UK are planning, what it plans to deliver in the hs2.org.uk 144

period up to 2033. As part of the plan, Birmingham Airport is building a terminal extension to provide a larger departure lounge and glazed mezzanine, and to improve baggage sorting facilities. f. Manchester Airport. Manchester Airport is The UK Events Report 2020 - Chapter 7 undergoing a £1 billion transformation to include the construction of a new ‘super terminal’. The new departure terminal is set to more than double in size.

7.3 Potential Infrastructure Weaknesses While there is no comprehensive as well as new government strategy • having undergone, undergoing, database to provide information on documents should take into account or proposing to undergo venue occupancy levels in the UK, event venues in their feasibility gender reassignment the level of investment summarised studies/workflows. • disability above indicates a thriving sector. However, there is a feeling across • being pregnant, or having a 7.4 Event Accessibility and child the events industry that, compared Inclusivity with the levels of investment • race (including colour, ethnic One of the important developments internationally, other countries are or national origin, and in society over the past few decades aggressively increasing their venue nationality) has been a change in the way that stock, whereas the UK stock has • religion or belief, or lack people with disabilities are viewed diminished in real terms. Simple thereof and treated. The focus has moved supply and demand would indicate away from emphasizing disability • marital / civil partnership that, if there is more venue stock, (and hence people’s limitations) status. this would stimulate more events. If to the positive promotion of more venue stock is created in the accessibility. It means promoting These are defined by the Act as right location to suit business sectors, inclusion and not exclusion, and ‘protected characteristics’. Under events would fill them. However, working to overcome the principal the Act, it is illegal to treat someone there is also a feeling among some barriers faced by disabled people: with a protected characteristic, for events industry leading figures that inaccessible environments, lack of example a disability, less favourably certain key international events are appropriate information, and lack of than you would treat others. It is also becoming wall-bound within existing awareness or negative attitudes. against the law to have arrangements venues and there is a risk that they in place that put people with a will outgrow these and seek larger protected characteristic at an space outside the UK. The Equality Act 2010 legally protects people from discrimination unfair disadvantage, unless these in the workplace and in wider arrangements can be fully justified. It is believed that organisers of trade society (The National Archives, and consumer shows would welcome 2010). It replaced previous anti- Importantly, the Equality Act also a purpose-built venue (likely to be discrimination laws with a single Act, states that service providers must 60,000m² of divisible space, supported making the law easier to understand make reasonable adjustments to by conference facilities) in the west of and strengthening protection in ensure that disabled people are London, near to Heathrow Airport some areas. The Act protects people not discriminated against. These and the international transport links from discrimination because of their: adjustments relate to the way in this brings plus access to existing hotel which services are delivered, physical stock. • age features of venues, and the provision of additional equipment for a • gender In terms of transport and rail disabled person. For example, if a infrastructure, all significant projects • sexual orientation 145

feature of a venue or an event puts However, the accessible market is physical access, including changes to a disabled person at a substantial much wider than this, and includes, communication style, attitude, and disadvantage in comparison to for example: simply making people feel welcome. someone who is not disabled, the The level of customer service is often Act requires that reasonable steps are • families with young children a greater concern than physical access taken to remove the feature, change for those in the accessible market.’ • older people it, or provide a reasonable means • people with temporary physical of avoiding it. In summary, service VisitEngland takes a leading role impairments (for example, providers and event organisers are in the field of accessible tourism The UK Events Report 2020 - Chapter 7 those on crutches) required to think in advance about and events, providing direction what changes might be necessary to • people with specific dietary and support to businesses and ensure that disabled people can use requirements; and many others. destinations. It offers a range of their service or attend their event, guidance, tools and resources and plan ahead for these changes. In fact, all of us are likely, at some assisting businesses to maximise point in our lives, to benefit from engagement with this valuable 7.4.1 The Value and certain adjustments that can be made market: www.visitengland.org/access Importance of the Accessible to make it easier and more enjoyable Market to attend events. Improving access 7.4.2 Tourism Sector Deal won’t just be helpful for those in the There is a compelling case for The Government announced in accessible market – it’s also likely to making events, tourism venues and November 2018 that it would be generally enhance the experience of experiences inclusive. People with entering into an official negotiation your event for everyone attending.’ health conditions and impairments with the UK’s tourism (and events) and their travelling companions industry for a Tourism Sector Deal, spend around £12 billion on trips The VisitScotland/EventScotland with ambitions to make the UK the in England each year (£12.4 billion guide also makes the important point most accessible tourism destination for Britain as a whole). However, that accessibility is not only about in the world. These negotiations were VisitEngland research shows that physical access. It says: concluded during the first half of an extra £117 million could be 2019 and the Tourism Sector Deal generated from additional trips ‘There’s a common misconception was published in June 2019 (DCMS, if accessibility was improved that making events accessible is all 2019a). (VisitEngland, 2018). about expensive modifications to venues and equipment to improve In respect of accessibility, the A publication by VisitScotland physical access, primarily for Tourism Sector Deal states: and Event Scotland (VisitScotland wheelchair users. While physical access obviously plays a very & Event Scotland, 2016) entitled ‘In 2016, Britain scored just 25% on its important role in making events ‘Inclusive and Accessible Events – a accessibility credentials in the Nation accessible, there is more to hosting an guide for event organisers’ states that: Brands Index and 0.6 million inbound accessible event. visitors in 2018 had a disability. The ‘Accessibility is often regarded Nation Brands Index suggests that as being mainly associated with The definition of disability Britain, like its competitors, is not disability. It’s true to say that making also covers, for example, visual widely recognised for its accessibility your event accessible for disabled impairments, hearing impairments, (France scores 22% and Germany people would likely be beneficial and learning disabilities, as well as 27%). The sector will strive to see this alone, as: any other conditions that have a figure rise over the next 5 years. The substantial and long-term effect on government and industry will work • There are 13.3 million a person’s ability to carry out their together to make the UK the most disabled people in the UK, normal day-to-day activities. In fact, accessible destination in Europe by approximately 21% (i.e. one in it is estimated that 70% of disabled 2025, with a target of increasing the five) of the total population people have a hidden disability number of inbound visitors with a i.e. one that is not apparent from • The combined markets hold disability by 33% by 2025. Promoting looking at the person. an estimated annual disposable destinations as welcoming and income of over £200 billion accessible will be a key part of Britain’s There are many ways in which brand proposition.’ • The market represents a loyal you can make your event more customer base accessible in addition to improving 146

‘The British Tourist Authority to complete their own bookings we achieve each Goal and target by (VisitBritain) will increase their (including payment) via text and 2030. The 17 Goals are: publicity about accessible travel email’. It has expanded information 1. No poverty – donate what you and provide inbound visitors with in the Fringe programme and on don’t use increased information about the www.edfringe.com to include access 2. Zero hunger – avoid throwing accessibility offer in the UK through a information about all spaces within away food brand new website.’ venues, and also published booking information in British Sign Language 3. Good health and wellbeing – (BSL) for the first time, in the form vaccinate your family to protect

The UK Events Report 2020 - Chapter 7 7.4.3 Other Perspectives and them and improve public Initiatives on Accessibility of a short video. Sensory backpacks were introduced at the 2018 event, health Lizzy Eaton, in an article entitled designed to make the Fringe as 4. Quality education – help ‘Stop ticking boxes on disabled enjoyable and stress-free as possible. children in your community access’ for ‘Conference News’ ‘Each backpack contained items to to read magazine (Eaton, E., 2019), writes help the user relax and overcome that ‘adopting inclusivity doesn’t 5. Gender equality – call out sexist overwhelming situations, including have to be costly or excessively behaviour and language a fidget toy, earplugs, water bottle, challenging if it’s considered in 6. Clean water and sanitation – stress reliever, ear defenders, a social the early stages of developing the avoid wasting water story outlining what visitors should event concept and design. It could expect to experience and a list of 7. Affordable and clean energy be as straightforward as adding a relaxed performances at the Fringe.’ – use only energy efficient designated steward to the staffing A range of other new accessible appliances and light bulbs rota to assist visually impaired or measures is outlined in the article. 8. Decent work and economic hard-of-hearing attendees, removing growth – buy from green physical barriers like registration companies that are equal desks, changing the height of signage 7.5 Sustainability in Events opportunity employers or making the step-free route the Approaches to sustainability in main route for all users.’ the meetings and event industry 9. Industry, innovation and have evolved over the last two infrastructure – think of innovative new ways to re- She concludes her article: decades, from a desire to create a key purpose old material ‘Allowing those with disabilities the differentiator to a need to monitor opportunity to learn, network and and report on progress. The recent 10. Reduced inequalities – experience products and services in adoption of event sustainability raise your voice against the same way as their able-bodied standards suggests the practice has discrimination colleagues means everyone feels moved from a niche activity to a 11. Sustainable cities and that they are a relevant and valued mainstream planning strategy. communities – bike, walk or attendee, customer or business use public transportation to representative, which can drive 7.5.1 United Nations keep our cities’ air clean advocacy for your brand.’ Sustainable Development 12. Responsible production and Goals consumption – recycle paper, Lyndsey McLean of Edinburgh The recognised framework against plastic, glass and aluminium Festival Fringe, in an article entitled which sustainable policies and 13. Climate action – educate young ‘Making changes’ (McLean, L., 2019), practices in the events industry are people on climate change to describes a number of new measures being created is the United Nations put them on a sustainable path that the Edinburgh Festival Fringe Sustainable Development Goals (UN early on Society has put in place to ensure SDGs)(United Nations, 2015). The 14. Life below water – avoid plastic that the three-week-long Fringe Sustainable Development Goals are bags to keep the oceans safe offers a great event experience for the blueprint to achieve a better and and clean deaf, disabled and autistic customers. more sustainable future for all. They In 2018 the Fringe Society ‘developed address the global challenges we face, 15. Life on land – plant a tree and a number of existing projects, and including those related to poverty, help protect the environment created new ones, to improve the inequality, climate, environmental 16. Peace, justice and strong experience of everyone who attended degradation, prosperity, and institutions – use your right the annual event’. This included peace and justice. The Goals are to elect the leaders in your an investment in technology ‘to interconnected and, in order to leave country and local community enable customers who don’t have no-one behind, it is important that 17. Partnerships for the Goals – get the option of verbal communication 147

the SDGs in action app to learn development of such policies. It was, f. Health and well-being about the Goals and ways to help therefore, encouraging to see, in May 4. Sustainable events support achieve them! 2018, the Events Industry Council thriving economic practices hosting the first Global Sustainable through: Event Standards Forum at IMEX The UK’s Positive Impact Events a. Collaboration and Frankfurt, bringing together leaders (www.positiveimpactevents.com) has partnerships established a number of partnerships in the sustainability community to b. Local support, including with United Nations bodies in order discuss event standards and criteria and how to encourage adoption small and medium enterprises

to facilitate collaborations between the The UK Events Report 2020 - Chapter 7 (SMEs) United Nations and the event sector of these practices globally (Events in areas such as human rights, carbon Industry Council, 2018). Extensive c. Stakeholder participation measurement, food waste and plastic. discussion and debate resulted d. Equitable economic impact in the drafting of a definition for e. Transparency event sustainability and of four 7.5.2 Events Industry Response f. Responsible governance to UN SDGs guiding principles that the Forum participants believe should underpin It is apparent from the recent strikes, any sustainable event standards. The These Principles for Sustainable Events protests and campaigns by school- definition and guiding principles are: address all 17 of the United Nations age children around the world that Sustainable Development Goals. sustainability, climate change, plastics Definition pollution, and the many other issues Sustainability for events means taking 7.5.3 ‘The Future of Sustainable addressed by the UN’s Sustainable action towards preserving our natural Events’ Development Goals will become ever environment; promoting a healthy, more mainstream in our societies CWT Meetings & Events, the global inclusive society; and supporting a and communities. It is vital that the meetings and events division of CWT, thriving economy. events industry speaks the language of published a supplement (or ‘bonus the SDGs and seizes the opportunity feature’) to its ‘M&E 2020 Future to become a key strategic tool in Four Principles of Event Trends Report’ entitled ‘The Future achieving solutions to the world’s Sustainability of Sustainable Events’ in which it challenges. 1. Event organisers and states that sustainability will be more suppliers share responsibility important to events than ever in 2020 (CWT Meetings & Events, 2019). It To meet the UN SDGs people will need for implementing and says that, as activists protest in some of to come together to create, collaborate communicating sustainable the world’s best-known destinations – and innovate. That is the service which practices to their stakeholders including London, Sydney, Amsterdam, the event industry provides. The shift 2. Basic environmental practices Madrid, New York and Washington in global business culture towards include: DC – demanding action on climate sustainability is an opportunity for a. Conservation of resources, change, companies are increasingly the event sector because events can be including water, energy and taking notice. used to demonstrate positive societal natural resources impact. Being sustainable offers a b. Waste management shift from the events industry being Derek Sharp, senior vice-president and perceived as one which is providing c. Carbon emissions reduction managing director, CWT Meetings & a service in terms of a room, chairs and management Events, commented: and AV to the events industry being d. Supply chain management perceived as a strategic component and responsible purchasing “The sustainability of the meetings and to achieving solutions to the world’s e. Biodiversity preservation events industry, in fact of the entire challenges. travel industry, is at the forefront of 3. Basic social considerations companies’ and planners’ minds in include: The events industry has a responsibility 2020. It’s driven by news coverage of a. Universal human rights to help to meet the UN’s SDGs. It climate change but, more importantly, can do so by using events to explain b. Community impacts it’s supported by the next generation and promote policies and best c. Labour practices of travellers – the Millennials who are poised to become the biggest group of practice. However, the industry often d. Respect for culture struggles to know where to start in the business travellers globally from 2024 e. Safety and security onwards, and the Centennials who 148

are right behind them. These are Programme (UNEP) sustainable supply chain within people for whom travel has become • Ensure that all event tenders hospitality. The events industry commonplace and accessible in a way ask what the supplier does should harness this and ensure that that it wasn’t for older generations. to procure food responsibly, all those with responsibility for They want to continue meeting in whether this is by procuring procurement stress the importance popular destinations, but they are local, certified or fair trade, of this within their tenders and also hyper aware of the need to adopt seasonal, organic, decreasing specifications. If venue and sustainable practices that respect the carbon footprint or more accommodation providers have to environment and local communities prove the responsible measures and

The UK Events Report 2020 - Chapter 7 plant-based wherever they go.” associated actions they are taking, • Ensure that all event tenders then businesses will prioritise ask what the supplier does to relevant outcomes to ensure that CWT Meetings & Events says that, minimise food waste through: they remain competitive within the in response, companies and meeting production, plate sizes, spoilage industry. This will accelerate the planners are adopting various and food disposal initiatives, including off-setting air changes required and drive tangible • Following the lead of the miles with carbon, eliminating plastic impact. hospitality sector, the event waste, opting for locally sourced and industry could educate event locally produced food and drinks, or The report also includes a roadmap organisers to understand the choosing ethical suppliers. compiled by ABPCO members impacts on the environment to highlight economic and social of cooling and refrigeration impacts and what can be done to 7.5.4 ABPCO Response and the positive impacts of enhance event sustainability. The In a report entitled ‘Transforming renewable. This could be linked roadmap’s recommendations include Tourism Value Chains for Sustainable to the transportation of food- actions such as the following: Development: What The Event stuffs and the positive impact Industry Can Learn’ and published of buying more locally and jointly with Positive Impact decreasing the (refrigerated) • Promote options for decreasing Events, the Association of British transport costs one-use signage and paper usage at events by utilising Professional Conference Organisers • Sustainable procurement can Wi-Fi (ABPCO) recommends a number of accelerate the transition to a actions which the event industry can circular economy. Circular • Formulate six corporate social take to improve the sustainability of products, materials and services responsibility (CSR) questions events and minimise any negative would provide the industry that can be included in any RFP impacts on the environment with consumer information to drive change e.g. sourcing, (ABPCO & Positive Impact Events, tools, life cycle costs and waste, advocating healthy 2018). The recommendations opportunities for co-operation practices to encourage physical focus on the areas of phasing out between suppliers and the event and mental wellbeing single-use plastics, sustainable food industry. The event industry • Share case studies on how procurement, and circularity in the could: #eventprofs have successfully supply chain. They include: partnered with organisations ° specify resource efficiency levels on CSR initiatives • Ensure that all event tenders • Continue to support and ° measure recycled content (RFPs) ask what the supplier promote engagement with the communicate reparability does to eliminate single-use ° ‘Meeting Needs’ charity plastic, what alternatives they – this could facilitate • Continue to push for the living are offering, and how they identifying how to extend a wage for all #eventprofs can help the event organiser product’s lifetime through a to communicate this to their process of: • Ensure that the legacy of events delegates • reuse is fully publicised. • Measuring and understanding • repair • The full ABPCO/Positive Impact report can be disposal options is key. The • remanufacture event industry should be downloaded at: https://www. • recycle ready for global campaigns abpco.org/sustainability to address the challenge of plastic in collaboration with the ABPCO views the procurement United Nations Environment process as fundamental in gathering momentum to move towards a 149

Figure 7.5 ABPCO Sustainability Roadmap

Promoting Excellence in Association Conferences and Events

Promote options for decreasing one-use Meeting the needs of today’s event Promote case studies to show sustainable The UK Events Report 2020 - Chapter 7 signage and paper-usage professionals’ without compromising alternatives, e.g. to leaflets in conference bags, printed abstracts, venue food waste, at events by utilizing wi-fi the needs of future generations recyclable plastics etc.

#excellence – responsible production & consumption

Formulate 6 CSR questions Continue to promote the that can be included in any Lead a national initiative with RFP – to drive change e.g. Sourcing, waste, advocating and support the work of the to highlight how to make healthy practices to BVEP and Events Industry Board association conferences more encourage physical and sustainable mental wellbeing

– quality education & partnerships #learning

Ensure that we publicise Share case studies on the ‘legacy’ of events how #eventprofs have and continue to communicate the successfully partnered Continue to support with organisations on importance of this CSR initiatives & promote engagement with this industry charity

#belonging – reduced inequalities

Partner with EventWell Promote diversity (race, age, Continue to push for the gender etc.) at all events; speakers, panels etc. the #eventprofs social enterprise to promote their for all #eventprofs cause

Proud to enable human enrichment through face to face gatherings 150

7.5.5 Site’s Sustainability 7.5.6 ‘The Green White Paper: The BCD white paper suggests that Charter Sustainability in Meetings the meeting and event industry Also in 2018 Site (the Society for and Events’ needs help in the following areas to Incentive Travel Excellence), assisted In its 2018 white paper entitled ‘The continue to address sustainability by the UK’s Positive Impact Events, Green White Paper: Sustainability in issues: created a sustainability charter to Meetings and Events’, BCD Meetings further its sustainability strategies – a & Events recommends seven steps for 1. Best-in-class sustainability written commitment to ensuring a events businesses to get started on products: while there are sustainable future (Site & Positive a sustainability programme (BCD, sustainable alternatives for The UK Events Report 2020 - Chapter 7 Impact Events, 2018). The work 2018): many event supplies, continued done by Site aligns with ISO innovation is needed. The 20121, the international standard 1. Get executive buy-in. Ensure following event-related for implementing an approach to company leaders incorporate products are ripe for further sustainability. Site’s charter includes social responsibility into global research and development to the following objectives based on the business strategy reduce waste: carpet, carpet key issues it identified: covering, shrink wrap, banners 2. Create a cross-functional and adhesive graphics. New sustainability leadership and creative products that also • Ask the supply chain ‘what is team. To maintain ongoing support charitable and social the sustainable option?’ support, assemble an executive causes are of value • Lead by example and spread the sustainability committee made message that incentive travel up of leaders from across the 2. Low-carbon event destinations facilitates the opportunity for organisation and venues: Many progressive cities provide low-carbon, people to meet which is how 3. Engage and educate employees. low-waste venues for the UN SDGs will be achieved Employee participation in events. Others lag behind. • Address the impact of waste sustainability doesn’t happen Convention bureaux (CVBs) caused by incentive travel automatically. Use educational have a role to play by urging starting with measuring food, programmes to win support local governments to join material and water waste. 4. Be global and local. It’s progressive sustainable city essential to have employees networks, such as the Global Site will strive to leave a positive in each country committed Destination Sustainability legacy by: to the success of the global Index, that helps destinations, programme convention bureaux, event • Empowering a sustainability 5. Tap into industry best practices. planners and MICE suppliers team to review its sustainability For companies just getting drive the adoption, promotion objectives annually started begin with the priorities and recognition of responsible • Continuing to engage with its that third-party frameworks, practices in the business global community to decide on such as ISO 20121, recommend tourism and events industry its annual objectives 6. Be realistic. It takes time and 3. Clean, efficient energy: • Continuing to provide effort to implement a global Utilities, governments and materials to meet its annual sustainability programme. Plan transportation industries objectives and support a phased approach from the decide what powers the grid its community on their start and the vehicles events rely on. sustainability journey. 7. Don’t reinvent the wheel. Governments and utilities can Emulate companies that support the event industry’s Individual chapters of Site around demonstrate sustainability drive for lower carbon meetings the world are being encouraged to success. The United Nations by pursuing aggressive create their own roadmap toolkits to Global Sustainability Goals renewable energy goals. The plan the practical steps and actions and United Nations Global transportation industry can that they will be taking on their Compact website offers also assist by advancing cleaner, sustainability journeys. information on thousands of efficient fuel standards and businesses who are committed accelerating the adoption of to the world’s largest electric vehicles sustainability initiative. 4. Health and safety: Event professionals care about participants, employees 151

and immediate vendors (GDS-Index, 2019a). The GDS-Index conversations, shifting culture by providing safe and is a destination level programme and nurturing more authentic healthy event environments. that measures, benchmarks and connections amongst their But beyond these direct improves the sustainability strategy constituent communities. relationships it can be hard to and performance of meetings, events 2. Develop A Masterplan: ensure remote suppliers are and business tourism destinations. Destinations need to have a providing similar conditions It is a global movement with a deep understanding of the for their workers. Substandard mission to engage, inspire and scale and impact caused by the labour practices for farm and enable destinations to become more

global megaforces, and develop The UK Events Report 2020 - Chapter 7 factory workers globally are of sustainable places to visit, meet and a long-term sustainability particular concern. Here the thrive in. strategy that both aligns with event industry relies on labour the municipal vision while associations and production The GDS-Index white paper also leveraging the events and and manufacturing industries describes destination management tourism industry to catalyse, to ensure codes of conduct that and marketing organisations as accelerate and support positive protect workers are developed ‘evolving into destination stewards change. and followed and changemakers. They are 3. Integrate Into Core Strategy: 5. Fairness and inclusion: Many progressively taking a bigger role in Sustainability can no longer jurisdictions have laws that accelerating their city’s sustainable be viewed as a vehicle for protect minorities and ensure development plan and improving promotion. It needs to be inclusion of those with unique their competitive position in the integrated as both a core needs and perspectives. global market.’ pillar of the DMO’s business However, some locations lack strategy, and as a fundamental protections, or worse, have laws The GDS-Index white paper defines aspect of management across that enable discrimination. a sustainable destination as: the organisation – from talent Event professionals want recruitment to development, guests to feel welcome, and “Sustainable destinations are places sales to marketing, event can support the work of that actively account for the current management to finance. governments to enable equal and future economic, social and 4. Become A Master Of inclusion and freedom of environmental impacts of their events Collaboration: Sustainability expression and tourism industry, while engaging is complex, and requires 6. Measurement tools: Proving and listening to the needs of the systematic change and return on investment in event host communities, the environment, innovation. DMOs need sustainability is a challenge. visitors, and the industry. to become masters of There is no common method collaboration as they are for how to measure event They have collaboratively developed a highly skilled at bringing their impacts, and many tools that long-term and regenerative vision, and community together to rethink, assist with measurement are take the lead as stewards and catalysts reimagine and regenerate proprietary. Event sustainability in making a better place to visit, meet, their city, and its meetings and would advance if industry- and thrive in.” events industry. Destinations endorsed measurement tools will become even more that track accepted indicators The GDS-Index research identified competitive by reimagining for sustainability, such as waste, four core building blocks to take on the role of their visitors from carbon emissions and volunteer this role successfully: passive tourists, or event hours, were freely available. visitors, to active, temporary 1. Take The Lead: Being just a locals. 7.5.7 Global Destination promoter is not an option Sustainability Index anymore. DMOs must evolve The research also collected the best The Global Destination from a destination marketing ideas from destinations around the Sustainability Index (GDS-Index) organisation to a destination world to create a framework or set of was launched in 2016 and promotes management organisation. As recommendations for any DMO or responsible business tourism destination stewards, DMOs municipality that wants to create or practice. In 2019 it published a need to take a leading position improve its sustainable destination white paper entitled ‘Creating better in driving sustainability across strategy. The eight best ideas and places to live, meet and thrive in’ a destination by facilitating recommendations are: 152

1. Integrate The Sustainable sustainability into a destination Table 7.1 GDS-Index Ranking Development Goals (SDSs): brand. Pure ‘green’ advertising of Sustainable Cities The 17 SDGs provide a campaigns do not work. powerful framework for Destinations need to create Ranking Destination 2019 destinations to engage movements based on a new Score stakeholders, map current story of purpose, authentic 1. Gothenburg 89.6 initiatives, improve strategy action and data. 2. Copenhagen 88.0 and report on achievements 8. Report Impacts And Actions: and impacts. 3. Zurich 84.6

The UK Events Report 2020 - Chapter 7 Sustainability reporting 2. Footprint And Set Science- by destinations is not yet 4. Glasgow 78.5 Based Reduction Targets: mainstream. Clear reporting 5. Aalborg 76.2 Understanding your social, of social, economic and 6. Reykjavik 75.8 economic and environmental environmental impacts, 7. Malmö 75.6 impacts is no longer optional. strategies and performance has Destinations need to measure the potential to better engage 8. Sydney 74.9 the positive and negative stakeholders, build trust and 9. Uppsala 74.3 footprint of their events and accelerate collaborative action. 10. Melbourne 74.3 tourism sector, and set science- based targets to improve them. The GDS-Index white paper contains 7.5.8 Examples of Destination, 3. Engage Strategically With a number of case studies from DMOs Venue and Event Organiser Stakeholders: Stakeholder around the world to illustrate their Responses to Sustainability feedback and ideas need to planning and practical activity as Destinations and venues increasingly be deeply embedded into sustainable destinations. recognise the importance of all aspects of a destination’s promoting their sustainability strategy and operations by a In November 2019 the GDS-Index credentials. An article in the March process of collaborative and published its rankings of 60 cities 2019 issue of ‘Exhibition News’ inclusive engagement. around the world (GDS-Index, describes Glasgow’s focus on 4. Champion Certification: In 2019b) based on the following sustainability, including its status as a market where clients and criteria, which have been developed the first city in the UK to join the consumers are looking for with significant stakeholders Global Destination Sustainability sustainable brands, and where including the Global Sustainable Index, a Scandinavian initiative everyone is proclaiming their Tourism Council, the Social Progress that ranks event destinations sustainability credentials, third Imperative and the Events Industry based on their commitment to party certification is critical. Council: establishing environmentally friendly Destinations have a key role practices (Glasgow, 2019). Glasgow in endorsing and promoting • Environmental strategy and Convention Bureau followed this up trusted third party eco-labels. infrastructure with the launch of its ‘People Make Glasgow Greener’ campaign. Aileen 5. Promote The Food Revolution: • Social sustainability Crawford, Head of Conventions Local, organic, seasonal, plant- performance based healthy menus are part of at Glasgow Convention Bureau, • The strategy of the host city’s argues that event destinations need better food chains. DMOs can convention bureau inspire a change of habits and to highlight more than just their • Industry supply chain support promote their destinations as capacity to host events. She says: leaders in the food revolution. “Cities need to demonstrate how Glasgow is the only UK city to their destination adds value for 6. Boost Demand: Research and feature in the top ten, aiming to delegates, our environment, and experience highlights that become the UK’s first carbon neutral society overall”. clients do not always ask for city by 2030. It also hosted 25 energy, ‘sustainability’. Destinations sustainability and carbon reduction- In the ‘Exhibition News’ article, the need to be more proactive, related conferences in the 2018-2019 Scottish Events Campus is quoted as bold and creative in how they financial year. The top ten cities in follows: “All of our developments are approach and engage clients the GDS-Index rankings 2019 are considered with sustainability at the with their sustainability pitch. shown in Table 7.1. front of our minds. Our reduction 7. Build An Authentic Story: in paper use has seen us replace Telling your story is a traditional poster sites and signage critical part of integrating with over 200 digital screens.” 153 The UK Events Report 2020 - Chapter 7

UK company WRAP (www.wrap. A number of high-profile events There are many useful information org.uk) works with governments, have announced a ban on single-use tools and guides on event businesses and communities plastic, and a push for renewable sustainability now available. The to deliver practical solutions to energy, following a European Union following web links are just a few of improve resource efficiency. It has policy change. Glastonbury Festival the possible options: launched the UK Plastics Pact with will prohibit single-use plastics the ambition of making 100% of from sale, as well as from being used https://inside.fei.org/system/files/ plastic packaging in the UK reusable, backstage, in the production team, FEI_Sustainability_Handbook_for_ recyclable or compostable by 2025. in catering and in the dressing room Event_Organisers.pdf The Association of Independent areas. Organisers of the Brighton Festivals has been the first event Marathon have also stated that they https://www.eventmanagerblog.com/ industry body to support the campaign. plan to reduce significantly the event-sustainability-issues Over 60 festivals have signed on to amount of single-use plastics at the the AIF’s ‘Drastic Plastic’ initiative, event. https://helloendless.com/sustainable- committing to ban single-use plastics event-trend/ from their event sites by 2021. 154

Conference Organisers (ABPCO) to attend a United Nations Environment meeting on sustainability in the hospitality industry and create a report on what this could mean for the event industry.

During IBTM World 2018 Positive Impact Events led a delegation from the United

The UK Events Report 2020 - Chapter 7 Nations to present, meet association heads and build industry relationships. In 2019 at IMEX Frankfurt, Positive Impact, supported Company Profile – Positive Impact Events by Edmonton Tourism, facilitated the first Positive Impact Events is a not for profit company ever Sustainability Policy roundtable and delivered a established in 2004 to provide education and report on plastics, carbon and food waste policy to a collaboration opportunities in order to create a number of United Nations bodies. sustainable event industry. By the end of 2018 Positive Impact Events had a Since 2004 the world’s understanding of sustainability memorandum of understanding with the United has advanced. In 2016 the United Nations launched 17 Nations Environment and United Nations Framework Sustainable Development Goals which, with their over on Convention on Climate Change (UNFCCC), an 200 associated indicators, are now recognised as the affiliate membership of the United Nations World language of responsible business. Tourism Organization (UNWTO), and agreements with the United Nations Children’s Fund (UNICEF) Positive Impact Events plays an active role in explaining and the United Nations Sustainable Development Goals how events can be used to achieve the Sustainable (UN SDG). Development Goals - in other words, how events are a business tool and can be used to produce business The need for strong relationships to be able to results. For the last five years the global community of ignite and facilitate conversations about the over 300 Positive Impact Ambassadors have shared best role of events being a solution to achieving the practice through a social media campaign on Earth sustainable development goals became increasingly Day with a reach of over 2 million (#CSRShareDay) clear in October 2018 when the United Nations and #Shareapositiveimpact, a year-round initiative to Intergovernmental Panel on Climate Change (IPCC) demonstrate practical actions event professionals can report listed a number of suggestions to address climate take to be sustainable. change, including using technology for meetings rather than travelling to meet face-to-face. Positive Impact Events has consistently delivered resources to support the education of the event In May 2019 the United Nations announced it would industry. In 2018 this included a roadmap toolkit like to receive Acceleration Commitments from supported by the Society of Incentive Travel Excellence industry to understand how business and global (Site) and an app to identify plastic use at events government could take action to achieve the United supported by Monterey County Convention and Nations Sustainable Development Goals. The team Visitors Bureau. at Positive Impact Events (with an office based in Manchester, an intern programme with Leeds Beckett The main obstacle Positive Impact Events continually University and a community of global ambassadors) faces is the lack of event industry leadership in understand themselves to be like a pebble in water, understanding the urgent need to act and having the capable of making ripples beyond their size, and so, courage to change their ‘business as usual approach’. with funding from partners including IMEX, Cvent and In order to address this challenge, since 2016 Positive Maritz, they will submit an ‘Acceleration Commitment’ Impact Events has been building strong relationships to the United Nations which will be a roadmap for with the United Nations with the intention of the role of events in achieving the UN’s sustainable involving the event industry in conversations with the development goals. United Nations and global business on strategies and collaborations to achieve the sustainable development www.positiveimpactevents.com goals. For example, in 2018 Positive Impact Events invited the Association of British Professional References 155

ABPCO & Positive Impact Events (2018). Transforming GDS-Index (2019b, November). GDS-Index Ranking Tourism Value Chains for Sustainable Development. of Sustainable Cities. Conference & Meetings World Retrieved from https://www.abpco.org/sustainability magazine. Retrieved from https://www.c-mw.net/global- destination-sustainability-index-reveals-2019-rankings/ BCD Meetings and Events (2018). The Green White Paper: Sustainability in Meetings and Events. Retrieved Glasgow (2019, March). The friendly city. Exhibition from https://www.bcdme.com/bcd-me-green-white- News, March 2019, p.26 paper/ McLean, L. (2019, May). Making changes. Stand Out, The UK Events Report 2020 - Chapter 7 CWT Meetings & Events (2019, October). The Future of May 2019, pp.29-31 Sustainable Events. Meeting Spotlight. Retrieved from https://meetingspotlight.com/article/why-sustainability- Festival sustainability data and trends repor ‘Show Must will-be-more-important-events-ever-2020 Go On’ can be downloaded free of charge at: www. vision2025.org.uk/report-download DCMS (2019a, June). Tourism Sector Deal. Retrieved from https://www.gov.uk/government/publications/ Site & Positive Impact Events (2018). Site Roadmap. tourism-sector-deal/tourism-sector-deal Retrieved from https://www.positiveimpactevents.com/ our-resources/site-roadmap?rg=roadmap DCMS (2019b, June). The UK Government’s International Business Events Action Plan 2019-2025. Swansea (2019, December). Construction underway Retrieved from: https://assets.publishing.service.gov.uk/ at Swansea Arena. Exhibition News. Retrieved from government/uploads/system/uploads/attachment_data/ https://exhibitionnews.co.uk/construction-underway-at- file/812894/2305-G_International_Business_Events__1_. swansea-arena/ pdf The National Archives (2010). The Equality Act Department for Transport (2018). Aviation 2050 – the 2010. Retrieved from http://www.legislation.gov.uk/ future of UK aviation. Retrieved from https://www.gov. ukpga/2010/15/contents uk/government/consultations/aviation-2050-the-future- of-uk-aviation Stand Out (2019, May). Cardiff City Council unveil arena plans. Stand Out, 2019, May, p.7 Eaton, E. (2019, January). Stop ticking boxes on disabled access. Conference News magazine, January 2019, p.50 United Nations (2015). Sustainable Development Goals. Retrieved from https://www.un.org/ Events Industry Council (2018, May). Sustainable event sustainabledevelopment/sustainable-development-goals/ principles. Retrieved from https://insights.eventscouncil. org/Sustainability/Sustainable-Event-Principles VisitEngland (2018, May). Accessibility – Non Participation. Retrieved from https://www.visitbritain. Macdonald, N. (2019). 10,000 capacity venue to launch org/sites/default/files/vb-corporate/business-hub/ in Manchester. Exhibition News. Retrieved from https:// resources/latent_demand_accessibility_research.pdf exhibitionnews.co.uk/10000-capacity-venue-to-launch- in-manchester/ VisitScotland & Event Scotland (2016, May). Inclusive and Accessible Events – a guide for event organisers. GDS-Index (2019a). Creating better places to live, meet Retrieved from https://www.visitscotland.org/binaries/ and thrive in. Retrieved from https://www.gds-index.com content/assets/dot-org/pdf/marketing-materials/ accessible-events.pdf 156 The UK Events Report 2020 - Chapter 8

CHAPTER 8 BUSINESS ENVIRONMENT 8.1 Introduction inventiveness and bringing the opportunity for the events industry ‘Events shape a destination’s identity, country together to present its to ‘position itself as an integral part engender creative enterprise, intrinsic values.’ of the broader trading nation that stimulate innovation, facilitate needs to re-define itself with the knowledge transfer, engender The Policy Document was prepared European Union and forge new trade professional development and by BVEP in order to provide a clear agreements with other international augment the visitor economy.’ So says view of both the key policies and new markets. In other words, the future the introduction to a BVEP Policy opportunities which BVEP’s partners success of the UK events industry is Document entitled ‘Opportunities believe will help Britain transition also inexorably linked to the longer for Global Growth in Britain’s Events into a new global role post exit from term impacts on the key industrial Sector’ (BVEP, 2016a). It goes on the European Union. It builds on sectors it serves.’ to say that ‘Britain plays host to an the manifesto produced by BVEP impressive number of high profile ahead of the UK general election This chapter will, therefore, look at world events from major political, in May 2015 and also incorporates the detailed opportunities for global commercial, medical, scientific issues identified in the BVEP Events growth in Britain’s events sector, and educational conferences and Industry Referendum Impact Survey Britain’s competitiveness (see also trade fairs to leading edge cultural, which was conducted in the summer Chapter 3), research into the need sporting and music festivals. Events of 2016. for subvention funding, VisitBritain’s can play a major role in asserting Business Events Growth Programme, Britain’s international trading A report drafted to support the and the potential for a ‘Global Era strength, highlighting components results of this Survey (BVEP, of GREAT Business Events across of its emerging industrial strategy, 2016b) suggested that there is an Britain’. its creativity and commercial 157

8.2 Opportunities for Global visits and events to Britain, transportation packages) Growth in Britain’s Events fully integrating Events into and more use of bespoke Sector the GREAT programme and subvention packages (e.g. joint BVEP partners published showcasing Britain as a leading sharing of marketing costs with ‘Opportunities for Global Growth global destination for business, city venue owners) in Britain’s Events Sector’ in 2016 cultural and sporting events (BVEP, 2016a), focussing on the g. To promote the use of Britain’s 3. Create a more competitive tax opportunities and challenges that lie creative talent and event regime

ahead. This Policy Document also organising services to be The UK Events Report 2020 - Chapter 8 identifies where the sector should be exported worldwide Key Opportunities supporting other common areas of h. To incorporate the events interest identified by trade sectors a. To reduce VAT levels on sector into the government’s accommodation, conference associated with, or supported by, creative industries strategy the creativity and innovation of the and event services in line with European levels multi-faceted UK events business. 2. Grow infrastructure, enable b. To reform the Tour Operator The key recommendations and greater access and increase Margin Scheme to re-introduce opportunities listed in the Policy investment Document are set out below: a B2B opt-out option c. To incentivise inward Key Opportunities 1. Make a bigger role for investment in new and government working with the a. To undertake a comprehensive additional event infrastructure events industry review of existing capacity d. To provide tax incentives for of conference and exhibition hosting overseas buyers and Key Opportunities facilities with the objective conference attendees where to justify increased space in events are designed to create a. To increase the number of existing and new venues in and support export-led trade international events held in the order to grow capacity and opportunities UK enable Britain to compete with international competitors b. To grow the number of UK Supporting Others domestic events held in the UK b. To encourage new investment for both corporate clients and by offering fiscal incentives, e. To introduce allowances to associations relaxing current planning businesses using events held c. To raise the profile of the regulations and ensure that in Britain to grow inward Events Industry Board to current policy to free up public investment and exports ensure more tangible cross- land includes local economic f. To reduce Air Passenger Duty government department activity considerations, such g. To reduce corporation tax working to apply maximum as multi-event venues and government ‘soft power’ the wider use of fixed-term 4. Avoid greater regulation support for event bids and temporary structures involvement of key government Key Opportunities departments and Ministers in Supporting Others the process a. To provide an innovative and c. To urge for the solution to flexible regulatory framework d. To place the use of events as a provide more air capacity central part of the industrial that stimulates productivity to link with major event and efficiency strategy, international destinations within Britain b. To make movement of people trade development, inward to be implemented as soon as engaged in the events sector as investment and business possible growth by promoting Britain as easy as possible, recognising a world-class event destination d. To improve transport their unique creative, logistical, connectivity between ports e. To create a strong partnership marketing and service skills. of entry and event venues to In particular, to ensure with the Department for ensure ease of access International Trade that Britain’s creative and e. To encourage local authorities production talents are not f. To increase the role and to provide city-wide support impeded from operating resource of VisitBritain in (such as security, infrastructure, world-wide and that Britain promoting overseas business accessibility, integrated can attract those same skills 158

and talents from overseas b. To ensure that the event European markets and the c. To ensure no additional industry in Britain is aligned benefit of the Open Skies bureaucracy in transferring more clearly with the key agreement and the EC Single goods and business samples to industrial sectors identified by European Sky initiative are conferences and exhibitions in the government and that the retained. Britain and overseas support it provides through the economic impact of its activity d. Recognising the value to Since the publication of this Policy is positioned as an integral part Britain’s economy of business Document in 2016, work has of Britain’s global commercial The UK Events Report 2020 - Chapter 8 visitors attending business continued, both at government and profile events in Britain, to facilitate sub-government levels, to ensure their visits by not imposing any c. To re-evaluate the framework that the opportunities identified can undue or onerous travel and for continuing skills be grasped and developed for the entry restrictions development and professional benefit of the UK events industry. development within the events For example, one of the outcomes e. To create a ‘special events’ visa industry has been the publication in 2019 (e.g. a 30-day conference visa) of the government’s ‘International in order to provide a more Business Events Action Plan’ ( key positive welcome, supported by Supporting Others points of which are summarised in easier and better value online d. To maintain and increase Chapter 4 of this report), while a visa application services funding to enable continuing framework for skills and professional f. To reduce the cost and professional development and development has been progressed procedure for visa issuance to the attraction of international (see Chapter 6) and significant business travellers students to study and work in activity to improve infrastructure g. To adopt a system that creates Britain and accessibility continues apace (see minimal travel restrictions e. To enable Britain’s hospitality Chapter 7). or costs of travel to events industry to retain and attract in Britain in relation to the the resources it needs to However, we operate in an extremely present arrangements for the provide first class international competitive global marketplace and it movement of delegates to and service is clear that, in a number of respects, from events in Britain and f. By introducing an the UK still has substantial work overseas accommodation charter in to do to gain the competitive edge order to facilitate forward which will ensure that it achieves the Supporting Others booking accommodation for level of success to which it aspires. major events The next section examines important h. To reform the Package Travel areas of activity for the events Regulations to remove from g. To maintain an approach industry with recommendations regulation B2B transactions that safeguards the social and about how its competitive position with large corporate customers economic impact of funding currently provided by the EU may be improved. i. To reform ATOL licensing in key sectors (e.g. scientific to create a level playing field research, agriculture, and the 8.3 EIB Paper on between tour operators and creative industries) Competitiveness airlines to exempt transactions between event management h. Supporting other industrial The Events Industry Board (EIB) companies and large corporate sectors, especially where is an industry-led board composed customers it affects Britain’s main of individuals and representative exports (such as automotive, organisations from the events food, aviation IT, finance, industry. The Board is an advisory 5. Support the industry and pharmaceuticals, professional body which provides government business sectors that sustain the services and new technologies), ministers and officials with guidance Events Industry in order to ensure that these and feedback on how Britain industries will continue to may become a more competitive Key Opportunities flourish and use events in environment in order to attract, grow a. To demonstrate the role and Britain to showcase their and create international events. (See contribution of the UK events products Chapter 10 for more information on sector in the global commercial i. To ensure that the continued the work of the EIB). and creative industries access of UK airlines to 159

In February 2017 the EIB published 2. Subvention as a barrier to b. Ensure a more strategic a ‘Paper on Competitiveness’ competitiveness approach to target industrial (EIB, 2017). The paper combines UK offer packages were not economic sectors, including recommendations made by an EIB considered comprehensive or working with delegates and working group on competitiveness sufficiently attractive when ambassadors to optimise with those from a BVEP report on compared to other locations the sharing of knowledge ‘UK Subvention Policy and Bid where evidence showed offers and leaving a legacy and Support Practices for International were seemingly financially social benefits to the local Conferences and Events’(BVEP, more attractive and fully community The UK Events Report 2020 - Chapter 8 2016c). integrated. Feedback from c. Institute a national those consulted by the working programme across the Key findings from this EIB paper group focused on making event support sector to include the following: locations more attractive rather cover quality, cleanliness, than offering direct subsidies to and visitor welcomes in 1. Cost as a barrier to event organisers. restaurants, transport, and competiveness Recommendations: accommodation. Recognise UK locations are viewed a. Joint sharing of event the scope for improvement as more expensive than marketing costs with city of service levels and counterpart European venue owners conference and hotel countries, specifically hotels, b. Encourage local authorities facilities. Work with industry venues, restaurants and to provide city-wide to improve skill levels and transport. In addition, the logistical support: quality control (championed wider cost of doing business security, infrastructure, by government) was comparatively high with accessibility, and integrated d. Government to provide Air Passenger Duty (APD), transportation packages for senior officials for visa costs, and general taxation event attendees keynote speakers at high levels. c. EIB Board members to level conferences and Recommendations: note that the VisitBritain use influence to deliver a. Reduce VAT on conference Event Support Programme top industry leaders to services (for international (now known as the Business key events, for example visitors) and/or provide Events Growth Programme joint event opening with tax incentives for hosting – see later in this chapter for ministers, joint sessions at overseas buyers and details) is receiving financial conferences. conference attendees, where subvention requests. events are designed to 4. Infrastructure/Venues create and secure export-led 3. Government support as a availability as a barrier to opportunities barrier to competitiveness competitiveness The UK was universally b. Reduce Air Passenger Duty Those consulted by the EIB considered well behind other working group identified that c. Provide easier, better value, competitor destinations across the UK only has two venues online visa applications for the international events stage. ‘of scale’ which, during prime short stays. Ideas include a A stronger support from time, are almost completely 30-day conference visa for government was urgently booked. The consensus attendees or to introduce required to strengthen bids was that this limited the special event visas for including bid support letters, opportunity for the UK to win attendees of business events dignitaries at events, access and expand its international and conferences where there to ministers and facilitating base of exhibitions and are over 2,000 overseas knowledge sharing were congresses at peak times. This delegates amongst the chief observations is replicated amongst hotel d. Introduce an of those consulted. room availability. Competitor accommodation charter Recommendations: countries are investing in new for forward-booking a. A government minister or space, both in well-established accommodation for large appointed government czar event destinations and newly events. to execute the events sector emerging destinations. support requirement across government 160

Recommendations: support provided to them, subvention support and funding to a. Review the need for and share best practice update similar research carried out investment in additional and c. Review the consistency and in 2011. The research was published extended venue facilities: quality of UK convention as ‘UK Subvention Policy and Bid larger exhibition spaces bureaux/DMOs and their Support Practices for International and a bespoke international approach to bid processes, Conferences and Events’ and a convention centre with procedures, materials, summary of key findings is given associated conference-style resources and commercial below (BVEP, 2016c).

The UK Events Report 2020 - Chapter 8 hotels contacts, and share best b. Increase private sector practice Direct Conference Organisers investment by relaxing d. Introduce a referral Subvention funding was an planning regulations and scheme from destination to important influence on the choice ensure current policy to destination of destination for international association and charity organisations. free up public land is mixed e. Make available, in one place It was much less significant for between housing and local or portal, more information corporations. economic drivers including on where support can be multi-event venues accessed. c. Examine the feasibility of The commonest form of subvention received was a direct (cash) subsidy, permitting wider use of fixed 6. Connectivity as a barrier to followed by discounts on venue term temporary structures competitiveness hire costs, contributions to event d. Encourage the expansion of The working group heard marketing and civic receptions. The existing venues representations on the amount of funding received was transport infrastructure, typically up to £50,000, but a quarter particularly: air, road, rail to 5. Destination Marketing as a of respondents to the research had core cities; and city transport barrier to competitiveness received between £50,000 - £100,000, systems, cost and availability. Feedback to the working group and a small minority between Recommendations: highlighted that successful £100,000 - £250,000. destinations were often those a. The government should with a clear destination strategy maintain an ongoing focus Just over a fifth of conference for all the key ingredients of on core infrastructure organisers contributing to the the sector (i.e. exhibitions, projects including Crossrail, research had been involved in bids congresses and conferences) HS2, air capacity to attract conferences to UK cities and were subsequently more b. Ongoing investment in new and destinations in the last two effective at producing a co- routes and city planning. years. Among these, 18% indicated ordinated, comprehensive and that bids with which they had integrated offering to potential Some reference to subvention been involved had gone to overseas customers. Similarly, it was funding and support activity by destinations/venues principally felt that there was a limited the UK events industry is made because they were able to offer buyer knowledge of the UK’s above in the summary of the EIB greater subvention and/or in-kind offering outside London paper on competitiveness. This, support. and the core cities, as well in part, draws on BVEP research as buyer confusion around into subvention published in 2016. Organisers identified that it where to seek support when The BVEP research has now been was important to have the right comparing national versus complemented by research published combination of subvention local government, national by the Department for Digital, (particularly in terms of assistance tourist organisations versus Culture, Media and Sport (DCMS). with venue hire costs), infrastructure, convention and visitor bureaux. The main findings from both pieces welcome, and convention bureau Recommendations: of subvention research are set out in support. One organiser also the next two sections of this chapter. a. Encourage a co-ordinated commented: “The most important destination stakeholder thing is that all stakeholders in the approach combined with a 8.4 BVEP 2016 Research into destination need to be on board passion to win the business Subvention Funding with the bid – and critically really b. Carry out an assessment of In 2016 the Business Visits and “WANT” the business ... a joined up the quality of Ambassador Events Partnership (BVEP) approach will undoubtedly win the Programmes and the commissioned research into confidence of the event buyer who is 161

placing the business.” involvement to demonstrate their These included provision of wide- commitment to the specialism in ranging types of assistance, working The UK destination that was seen question, often involving public with delegates, the importance of by organisers as leading the way in engagement platforms during the partnerships and ambassadors, the provision of subvention funding congress.” and the wider potential role of was Glasgow. This was followed by conferences and subvention. Liverpool and, to a lesser extent, PCOs suggested a number of changes Belfast. needed by UK convention bureaux Success and good practice were as

and national government agencies to a function of a number of factors The UK Events Report 2020 - Chapter 8 Professional Conference Organisers improve the chances of success when including significant budgets, high The presence of event and bid bidding for international conferences level government support, and support, such as subvention, was and events. Ideas include having a partnerships (particularly with important for the majority (84%) of strategic approach to target sectors; venues). professional conference organisers better research into the support (PCOs) in their bid preparation for needs of international association 8.5 DCMS Research into international conferences. PCOs clients; better funding for convention Subvention Funding for particularly look for destination bureaux and national agencies, with International Business Events expert staff; improved visa and VAT support in the form of organising/ In 2019 the Department for Digital, arrangements; the crucial importance funding familiarisation and site Culture, Media and Sport (DCMS) of a package of total support. visits, as well as contributions to published new research into funding elements of the conference subvention funding entitled: ‘The including civic receptions. Subsidies Destination Marketing potential impact of Government on venue hire costs and direct cash Organisations subvention funding on International funding were also frequently sought. Destination marketing organisations Business Events’ (DCMS, 2019). reported that requests for subvention funding from international PCOs noted an upward trend Key discussion points and associations had increased over the over the past five years in terms recommendations from the report last five years, reflecting a robust of subvention requests from are listed below: international associations. (growing) association marketplace and/or an increasing expectation by organisers of subvention assistance. 1. How important is subvention to PCOs also confirmed experiences decision making? of events being lost to overseas Overall, evidence suggests that The average subvention budget destinations due to a lack of subvention support is a ‘nice to have’. was £201,000 – this was higher subvention funding in the UK. It can sometimes sway a decision among international destinations Cities identified as leading the for one city over another, but robust (an average of £245k compared way in developing a competitive evidence that it has been key in to approximately £68k for UK edge through subvention include changing the location decision of destinations). There were significant Barcelona, Berlin, Geneva, Singapore, event organisers is scarce. Before variations with budgets ranging from Seoul, Vienna, Melbourne, Dubai, any other factors are considered, £20k to £548k. The average level of Frankfurt, Madrid and Munich. associations typically set an initial support per event was approximately Specific examples of good practice geographical scope based on where £6,700 – slightly higher in the cited were favourable VAT members, expertise in their field, UK (£7,200) than internationally arrangements offered by Canada policy makers and/or sponsors are (£6,500). and Mexico, and Australia’s easier located. Within this broad geography, online visa application for conference a location is chosen with reference attendance. On average, destinations supported to other factors – ease of access, 40.5 events through subvention suitability of venues and value for One PCO made the point that funding / in-kind support in the money being key. A subvention “successful bids generally require last year. This was higher among is part of this value for money the support of industry and research international destinations (54.5 criterion. While the formal definition and development leaders in the events) and lower among UK (14.3). of a subvention implies a transfer client’s specialist area. This means of funds to the event organisers, the sponsorship support from industry Destinations highlighted a number provision of discounts or free passes and access to leading speakers in of elements that were important for local transport or childcare have a R&D. It also means government to approach subvention funding. very similar effect. 162

There is limited evidence to 2. Is there a market failure rationale 3. Is subvention needed given suggest that UK destinations are for subvention? the current UK business tourism losing a number of bids because of The research highlighted a lack market? subventions elsewhere. There is also of evidence in relation to the Unfortunately, there is remarkably some evidence to suggest that some market failure rationale that the little basic information on the events expect a subvention and that introduction of a subvention fund nature of the business events market, UK cities are choosing to not bid might address. There are a number particularly the number of events for certain events due to the lack of of types of market failure that may held, by type and size and nature of subvention funds. arise in relation to business events, delegates attending events. Robust The UK Events Report 2020 - Chapter 8 including imperfect information data on how many events were The offer of a subvention appears about a destination’s offer and/ held in the UK last year that meet to have greater impact on the or externalities. Cash subsidies or the DCMS draft qualifying criteria destination decision for smaller in-kind support to attract an event is not available. More relevant to conferences because it forms a could be a way of supporting positive assessing the potential market for more significant percentage of the externalities provided by certain the introduction of a subvention overall costs. For larger conferences, events e.g. positive community would be the number of such a subvention is seen as more of a impacts. They could also be a way of qualifying events that considered UK goodwill gesture by sending a sign mitigating negative externalities e.g. venues and then issued requests for that they are valued. concerns over security or regulatory proposals (RFPs). change. Some forms of in-kind There are, even with this limited support appear to have a stronger ICCA data on international evidence, some caveats. For the and more direct market failure association events tends to be reliant most part, available evidence on the rationale than cash subsidies as they on self-reporting and, as such, impact of subventions comes from focus on directly addressing the may be an under-representation of either the destinations who tend to failure: what is happening on the ground. manage and award subventions to Although data is available from the events or the event organisers who • For example, marketing International Passenger Survey (IPS) are themselves beneficiaries. It is very support is directly overcoming on the number of business event challenging to see how independent the issue of imperfect visits, this is not broken down by evidence of impact can be derived. In information by providing type or size of event. principle, this might be achieved by: information about a destination to new markets It is unclear the extent to which • Comparing the success of two and each event can already individual destinations are currently or more similar destinations in demonstrate potential benefits reliant on domestic and/or securing larger international from their existing market international events. The researchers events when some benefit from penetration. Current event are aware that some venues consider subvention funding support support has to be undertaken themselves to be operating only in a and others do not, and/or: within year so it favours short- national market. This is important term activity but a longer-term given the large number of new • Undertaking a historical support could encourage more venues that are coming on stream comparison of the track strategic marketing activities and will be, presumably, competing record of destinations in in the same market. The only securing larger international • Site visits and ambassador available information on this is from events as their access to programmes both directly the ‘UK Conference and Meeting subvention funding is address issues of imperfect Survey’ which reported in 2017 that withdrawn (something which information. just 12% of UK venues hosted a has occurred/is occurring in A more embedded and sophisticated significant proportion (more than Scotland, Manchester and form of support to build markets will 10%) of their conferences that were Liverpool among others). deliver more durable impacts and be international. If there is limited information on the less susceptible to simple competitor impact of a subvention on attracting responses – for example, there would There is some evidence to suggest sizeable international business events be nothing to stop other competitor that UK venues are likely to be to the UK, the researchers found no venues from introducing their own looking to host more international evidence on the impact in the longer subvention (or increasing levels of conferences in the future, as the term. support in existing funds) and the potential impact of the subvention UK market grows increasingly would be nullified. competitive as new venues come on 163

board. However, there is no detailed 2. The literature highlights that b. DCMS should consider baseline data on the number of supporting destinations to more flexibility in the large (500+ delegate) international build a strategic rationale size of event supported conferences in the UK. It is also not for the location of events is depending on the event known how many bids are lost by UK more durable than short-term meeting other objectives. destinations (either because of a lack subvention support For example, by supporting of subvention or for other reasons). a. Focusing investment on the smaller events which are capacity of destinations to particularly prestigious

There is some anecdotal evidence to build a more international or of particular value The UK Events Report 2020 - Chapter 8 suggest that DMOs are more likely dimension will have (e.g. potential for future to be put off bidding for events in greater long-term success growth through strategic the first place when they believe and investment in the link to research strengths), some form of subvention would be developmental side is less or offer a durability that necessary, thereby focusing their easy for UK competitors to means a larger number of resources on more ‘winnable’ events. respond to international delegates visit over time b. Many UK destinations Recommendations lack capacity to bid for c. The amount of subvention In view of the above and the evidence international events and should remain modest to presented, the report makes the some reported difficulties discourage a race to the following recommendations: accessing the current bottom. Within Europe, VisitBritain funding due cities which offer subvention 1. The limited available evidence to time pressures and the offer around £3-£5 per does not provide a clear-cut administrative overhead delegate per night, equating case for the introduction of a required to around £18k-£20k for a 2-night conference subvention fund for the UK. 3. Support to grow existing attracting 3,000 delegates Whilst there is evidence that venues e.g. marketing support, some associations expect a has a stronger market failure d. Subvention should only be subvention (and so having rationale than cash subvention, made available if there is just such funding may make the as it directly addresses issues of one UK destination bidding difference to hosting this type information failure: for the event. of event), it is not clear that a. The current VisitBritain the UK is losing a substantial fund for growing events Central government subvention number of events to this reason has a number of limitations funding and support (as opposed alone: which a new fund should to support that may be offered by a. A concern expressed by overcome. Currently spend local authorities and similar local/ some that this is a dangerous needs to be in a year, which regional entities) is channelled step into a potential bidding is a significant limitation to through VisitBritain’s ‘Business war. Subsidies would events, because often they Events Growth Programme’, and this escalate the costs of securing cannot be marketed until the is described in the next section. international events and is previous event has finished. easily countered by other Other issues highlighted 8.6 VisitBritain’s Business destinations introducing or include the lengthy process Events Growth Programme increasing their own levels and timetable for drawing The Business Events Growth of support down the support Programme (formerly the b. Having said this, there is 4. If the decision to subvent new Event Support Programme) some anecdotal evidence events is made, the following (VisitBritain, 2019) forms part of that relatively small amounts should be taken into account: the government’s commitment to of subvention e.g. £3-£5 a. It is essential that the fund build the business events sector, per overnight stay (or the focuses on the international supporting the attraction of equivalent hosting of a £24k market and the researchers international business events which reception for 3,000 delegates suggest setting the align with the government’s priority on a 2-night stay) can factor proportion of international industry sectors, and growing the into the value for money delegates at a minimum of international profile of business calculation and help secure 60% and potentially up to events in the UK. an event 80% 164

VisitBritain has been tasked by events. Funding granted will assist in • BioEconomy government to promote business event bid costs for an international business • Consumer tourism through the establishment of event that is not currently held in the • Creative a Business Events Growth Programme UK, to help boost the potential of • Education for winning international events winning the event for the UK. • Energy to the UK, and developing and • Engineering internationalising growth events Funds could be used to support the • Financial Services already in the UK. following, indicative activities: • Food & Drink • Health & Life Sciences The UK Events Report 2020 - Chapter 8 Types of event support • Support the bid pitch, including • Infrastructure The Business Events Growth costs of producing the pitch or • Marine Programme offers three types of supporting the attendance of • Space support: one destination representative at • Sport the pitch, up to a recommended • Smart Cities • Bid Enhancement & Support for value • Technology the winning of new international • Towards sales and marketing The International Delegate Growth business events for the UK activity on territory at the bid strand of the Business Events Growth • International Delegate Growth pitch, to increase awareness and Programme offers financial support, to support the growth of existing encourage voters to favour the normally up to a maximum of £20k business events in the UK UK bidder per event, to support the following, • Government Advocacy to • Towards media/social media indicative activities: support the UK’s business events activity in support of the bid, industry. VisitBritain and the such as industry/sector channels • International delegate marketing Department for Digital, Culture, and networks relating specifically campaign through digital Media and Sport (DCMS) can to the sector of the event being channels provide Government Advocacy bid for • International delegate marketing (soft power) to support the • A contribution towards through trade media channels UK’s business events sector, by communications and digital working with cross-government activity, website, live streaming, partners. social media, film, webinar, Government Advocacy e-newsletters or other content to VisitBritain and DCMS make In the financial year 2019-20 support the production of a bid requests to the relevant government department that could aid the winning VisitBritain is offering grant-funding • A contribution towards of international business events to the of up to £20,000 per event under the translation costs of a bid following strands of the Business Event UK, or to grow the international profile • Support towards a site visit of the Growth Programme: Bid Enhancement of existing UK business events. shortlisted UK destination. & Support and International Delegate Growth. It welcomes applications Types of advocacy support include: from various types of organisations, These serve as examples and VisitBritain welcomes suggestions from including but not limited to: event • Letters of support from applicants on other forms of support organisers, convention bureaux / Ministerial or Senior that could enhance bidding and destination management organisations, Government figures increase the opportunity to win. universities or associations. • Attendance at an international event by a Government Minister Various criteria require to be met by Bid Enhancement & Support or influencer (e.g. meeting a bid bid applicants, one of which is for Bid Enhancement & Support can committee) be applied for in one or two ways the event to align clearly with one of • Hosting a reception for event – financial support or Government the following priority sectors for UK organisers in the UK to promote Advocacy (soft power support). industry: the UK offer • Keynote speech Financial support is available up to • Advanced Manufacturing the value of £20,000 to support cities • Aerospace • Utilising the ambassador in bidding for international business • Automotive networks 165

• Inbound Missions, and and value of individual events being • To focus also on events which diplomatic missions overseas, held in destinations across Britain showcase the sectors that have through the Department for between 2020-2025. received a sector deal as part International Trade’s sector of the Government’s Industrial teams. The intention is to build on Strategy (BEIS, 2017), namely: the highly successful messaging • Automotive Further support could also involve campaign ‘A Golden Decade • Creative Industries the global GREAT Britain campaign, of Sporting Occasions’ which • Artificial Intelligence

through branding and marketing trumpeted the international sporting • Construction The UK Events Report 2020 - Chapter 8 support. This campaign showcases events that took place in Britain prior • Nuclear the best of what the UK has to offer to and after the 2012 Olympics. • Aerospace to inspire the world and encourages • Rail people to visit, do business, invest Purpose and study in the UK. It is the Such a programme would serve a One of the key objectives of any such government’s most ambitious number of purposes: communication is to create a strong international promotional campaign internal message that will emphasize ever, uniting the efforts of the public • To show that the UK is open to government ministers and their and private sectors to generate jobs for global business and is a officials the importance of securing and growth for Britain. destination where the world and hosting international gatherings, meets summits, symposia and forums on 8.7 A Global Era of GREAT • To illustrate the role that global issues in the UK. Business Events across business events have in the Britain and Northern Ireland UK’s global positioning as a Table 8.1 provides examples of major There is much evidence now and destination of choice for world- international events taking place in a growing appreciation of the class events, especially events the UK in 2020-2021, illustrative substantial economic and social that showcase the nation’s of the diversity, volume and value contribution made by the UK commercial, engineering, already secured (VisitBritain, 2020). events industry. Furthermore, scientific and research The colours in the table indicate: business events facilitate trade and capabilities in the key industrial orange – government event / inward investment, contribute to sectors identified by the summit; yellow – exhibition; blue – global knowledge and research Department for International conference/congress. and showcase UK innovation. The Trade (DIT) as: country’s image is strengthened by • Advanced Manufacturing; the hosting of international events • Aerospace and its soft power projected onto a • Automotive global stage. • BioEconomy • Consumer This is all the more important as • Creative the UK enters into new trading • Education relationships with the European • Energy Union and seeks new trading • Engineering relationships around the world. • Financial Services • Food and Drink In order to promote a strong • Health and Life Sciences message that the UK is the host • Infrastructure destination for major international • Marine conferences, exhibitions and trade • Space fairs, another initiative is currently • Sport being considered (February 2020) to • Smart Cities communicate the diversity, volume • Technology 166

Table 8.1 A Sample of Major Business Events in the UK in 2020-2021

Event Name Start End Location Venue Key Event Date Date Sector Size (delegates/ Visitors) UK-Africa Investment 20/1/20 20/1/20 London Summit 2020 Consumer The UK Events Report 2020 - Chapter 8 Spring Fair 1/2/20 6/2/20 Birmingham NEC 52,500 ICE 4/2/20 6/2/20 London ExCeL Creative 36,600 Pure London 9/2/20 11/2/20 London Olympia Consumer 17,500 KBB 1/3/20 4/3/20 Birmingham NEC Consumer 16,400 Crufts 5/3/20 8/3/20 Birmingham NEC Consumer 5,500 European Association for 15/4/20 19/4/20 London ExCeL Health & Life Sciences 10,000 the Study of Liver IFGS 2020 20/4/20 21/4/20 London Guildhall Financial Services 3,000 Conference of the 13/5/20 15/5/20 London ExCeL Health & Life Sciences 4,082 European Wound Management Association World Biomaterials 19/5/20 24/5/20 Glasgow SEC BioEconomy; Engineering 3,500 Congress IFSEC International 19/5/20 21/5/20 London ExCeL Security & Defence 35,296 Scientific Meeting of the 29/5/20 1/6/20 Glasgow SEC Health & Life Sciences 3,500 European & International Society of Hypertension European Academy of 6/6/20 10/6/20 London ExCeL Health & Life Sciences 8,000 Allergy and Clinical Immunology The CIPD Festival of 10/6/20 11/6/20 London Olympia Education; Other 7,000 Work Forum of European 11/7/20 15/7/20 Glasgow SEC Health & Life Sciences 7,000 Neuroscience Societies IEEE World Congress 19/7/20 24/7/20 Glasgow SEC Technology 2,000 on Computational Intelligence Farnborough 20/7/20 26/7/20 Farnborough Aerospace 80,000 International Air Show European Conference 25/8/20 28/8/20 Glasgow University Education 2,500 on Educational Research of Glasgow 2020 XXXIII Congress of the 29/8/20 2/9/20 Glasgow SEC Health & Life Sciences 3,000 International Academy of Pathology and 32nd Congress of the European Society of Pathology 18th International 11/9/20 14/9/20 Coventry University Advanced Manufacturing; 360 Conference for Women of Warwick Aerospace; Automotive; Education; Energy; Engineers and Scientists Engineering; Health & Life (ICWES18) Sciences; Infrastructure; Smart Cities; Technologu Southampton Boat Show 11/9/20 20/9/20 Southampton Marine 20,500 167

Table 8.1 A Sample of Major Business Events in the UK in 2020-2021 (continued)

Event Name Start End Location Venue Key Event Date Date Sector Size (delegates/ Visitors) World Aviation Festival 23/9/20 25/9/20 London ExCeL Aerospace; Technology 4,700 International Golf Travel 19/10/20 22/10/20 Newport ICC Wales Sport 1,300

Market The UK Events Report 2020 - Chapter 8 World Travel Market 2/11/20 4/11/20 London ExCeL Consumer 56,500 Euro Bus Expo 3/11/20 5/11/20 Birmingham NEC Automotive 9,300 COP 26 9/11/20 19/11/20 Glasgow SEC 30,000 14th Annual Congress (TBC) Manchester Manchester Health & Life Sciences 1,500 of EAHAD (European February Central Association for 2021 Haemophilia and Allied Disorders) 2021 International Food and 22/3/21 24/3/21 London ExCeL Food & Drink 28,350 Drink Exhibition European Congress on 26/5/21 29/5/21 Glasgow SEC Education 2,500 Work and Organizational Psychology Annual Congress of the 7/7/21 10/7/21 Glasgow SEC Sport 3,000 European College of Sport Science International Conference 1/8/21 6/8/21 Belfast ICC Belfast Advanced Manufacturing; on Composite Materials - ICCM Engineering 1,800 Congress of the European 28/8/21 1/9/21 London ExCeL Health & Life Sciences 35,000 Society of Cardiology - ESC Annual Congress of the 8/9/21 11/9/21 Belfast TBC Health & Life Sciences 1,500 European Association for Behavioural and Cognitive Therapies -EABCT Defence & Security 14/9/21 17/9/21 London ExCeL Aerospace; Marine; 38,000 International Technology; Security & Defence G7 Summit TBC TBC

Source: VisitBritain Business Events 168 References

BEIS (2017, November). Industrial Strategy: the 5 DCMS (2019). The potential impact of Government foundations. Retrieved from https://www.gov.uk/ subvention funding on International Business Events. government/publications/industrial-strategy-the- Retrieved from https://assets.publishing.service.gov.uk/ foundations/industrial-strategy-the-5-foundations government/uploads/system/uploads/attachment_data/ file/812897/CPC_Report_Value_of_Subvention- BVEP (2016a). Opportunities for Global Growth in Final_23052019__1_.pdf Britain’s Events Sector. Retrieved from https://www. businessvisitsandeventspartnership.com/research-and- EIB (2017). Paper on Competitiveness. Retrieved from The UK Events Report 2020 - Chapter 8 publications/research/category/4-bvep-research https://www.businessvisitsandeventspartnership.com/ partners/eib/515-competitiveness-paper BVEP (2016b). Events Industry Referendum Response. Retrieved from https://www. VisitBritain (2019). Business Events Growth Programme businessvisitsandeventspartnership.com/research-and- Overview. Retrieved from https://www.visitbritain.org/ publications/research/category/4-bvep-research event-support-programme-overview

BVEP (2016c). UK Subvention Policy and Bid VisitBritain (2020). A Representative Sample of Major Support Practice. Retrieved from https://www. Business Events in the UK in 2020-2021. Unpublished. businessvisitsandeventspartnership.com/research-and- publications/research/category/4-bvep-research 169

CHAPTER 9 PLACES 9.1 Introduction Figure 9.1 A Creative from VisitBritain’s Events are GREAT This chapter is based on the fifth Campaign of the five foundations in the government’s industrial strategy – The UK Events Report 2020 - Chapter 9 Places – with its aim of ensuring that we have prosperous communities right across the UK. The chapter provides national and regional/local perspectives on the work being done to attract and stage successful events so that communities can benefit from such activity. It describes the marketing and event support strategies of the individual countries of the UK, as well as VisitBritain’s activity on behalf of the UK as a whole. It details the work and the changing roles of destination marketing organisations (DMOs), representing individual cities and, in some cases, regions of the UK – illustrated with case studies from three of the leading city destinations. • Growing value – by targeting 9.2.1 VisitBritain Strategy It also explores issues confronting the high spend segment The strategy supports the destinations around visitor taxation. afforded by business events. government’s industrial and Just a single business event win political focus, targeting selected can have a large, concentrated major high impact events that economic impact align with government priorities, • Improving productivity the Industrial Strategy and its – business events are year- four Grand Challenges (the four round, but with high peaks of Grand Challenges identified in the activity in spring and autumn. Industrial Strategy are: Artificial Capacity mapping can help the Intelligence and data, the ageing events industry to fill gaps in society, clean growth and the future occupancy more effectively of mobility). The key focus is on • Enabling dispersal – business high volume and high impact events. 9.2 United Kingdom – events activity is very VisitBritain concentrated in London. The strategy supports UK strategic VisitBritain (VB), funded by the English regional destinations partners: London, Scotland, Wales GREAT Campaign and by the need support to be more and Northern Ireland, adding value Department for Digital, Culture, competitive and to access to assist in the delivery of strategies Media and Sport (DCMS), is international markets across the UK. VisitEngland is focussed on raising awareness with • Being the expert body supported by VisitBritain to deliver buyers and organisers to consider – business events are a the Business Events Strategy for the UK for business events. Started major priority for the UK England. in 2016, it is now in its fourth year government. They can also with a strategy designed to increase act as an enabler for the How: business wins to the UK and support government’s industrial the key pillars of the British Tourist strategy and a catalyst for trade • Raising international awareness Authority’s corporate strategy: and investment in priority and consideration sectors. 170

• Through the provision lower volume delegate ° Identify, create and sustain of workshops/ research/ attendance with high new ways of working intelligence impact for English regional to support strategy • Providing routes to destinations implementation international market 2. Targeting events that fit with ° Provide a channel of • Business Events Growth regional destination strategies communication between VE, Programme to support bidding a. Enabling regional English destinations and partners and growing international destinations to win more ° Identify best practice areas

The UK Events Report 2020 - Chapter 9 events international MICE events and share learnings to i. Raising international benefit all members. 9.2.2 Events are GREAT awareness (brand and Campaign content) 9.3.3 Audience Focus VisitBritain’s international Events are b. Building destinations’ VB/VE’s primary target audience GREAT campaign raises awareness capacity is large to mid-sized international and consideration of the UK as a i. Workshops to upskill and associations. This sector attracts great place to hold business events share best practice multi-day delegates who often extend and incentives (VisitBritain, 2020). their stay beyond the conference and ii. Research to give insight It targets international associations create significant economic impact. into key trends, buyer together with corporate and Specifically this means: decision-making and incentive buyers through a range of delegate expenditure channels including events, content, • Identified events from the c. Providing routes to market digital marketing, social media, ICCA database that are due sales missions, and direct account i. Sales platforms to rotate into Europe and are management. Figure 9.1 shows part ii. Showcase events aligned to DIT growth sectors of the creative used in the Events are • International associations that GREAT campaign. 9.3.2 Engagement with DMOs: are headquartered in North new MeetEngland Board America and Europe 9.3 England - VisitEngland Another key priority for VisitEngland • Associations that have VisitEngland’s (VE) business events is to review and improve the ways of international growth strategies, strategy is designed to support the working across England’s destination creating opportunity for the key pillars of the British Tourist marketing organisations (DMOs), UK and England Authority’s corporate strategy creating a joined-up approach to the • Domestic associations that have of growing value, improving implementation and delivery of the the ability to grow international productivity, enabling dispersal and VE strategy. delegate attendance to UK being the expert body (as detailed in events e.g. medical conferences 9.2 above). Purpose that appeal to an international audience 9.3.1 VisitEngland Strategy • Review and agree strategic • Influencers of international VisitEngland’s topline strategy has approaches to developing business events – ambassadors, two key elements: opportunities that will win connectors and strategic more business events for partners. 1. High impact events aligned England with the Government’s • Look ahead to ensure that the 9.3.4 Enablers industrial and political focus direction of travel matches The following will be used as a. Targeting and attracting strategy, identified priorities ‘enablers’ in delivering VB’s and VE’s selected major high and emerging trends strategy: impact events that • Agree VE support role in DMO align with government international strategy • Brand positioning – developing priorities (Department for • Foster collaborative ways a compelling proposition for International Trade (DIT) of working, effective both Britain and England sectors, Industrial Strategy communication and sharing and Grand Challenges) • Audience tools – creating more of learning and best practice sophisticated profiles and b. High volume delegate between destinations and customer journeys of key target attendance events – and regions across England segments 171

Figure 9.2 Delivering the Strategy International marketing Grow Build the Workshops Partnerships Awareness & Sectors Research Sponsorship Consideration Capacity Intelligence National Ambassador Programme The UK Events Report 2020 - Chapter 9 4 key VB’s International areas of network BEGP focus International tradeshows Government advocacy MeetGB Connection to Support bids Fams & Lunches Alignment with DIT international Grow Events markets RFPs

Value Dispersal Productivity Expert Further information: www.visitbritain.org/business-events

• CRM (customer relationship 9.4 Northern Ireland • “The World Capital of Golf” management) – an essential The Meetings, Incentives, • The world’s best food tool to track interventions, Conferences and Events / Exhibitions destination manage relationships and (MICE) sector is a significant • ICC Belfast – world class measure success contributor to the economy of convention centre • Capacity mapping – in order to Northern Ireland. Tourism Northern gain a clear understanding of Ireland’s (Tourism NI) brand Tourism NI supports and works where availability exists so as to proposition demonstrates what with both Visit Belfast and Visit support the dispersal of events is offered to MICE buyers when Derry to secure international and • Digital platform – needed to choosing to meet in Northern national conferences for the region, fulfil all activity, and to include Ireland: delivering bed nights and spend for an RFP (request for proposal) the economy. Northern Ireland is tool in order to disseminate • An easily accessible destination #incentiveready and Tourism NI business leads to the industry – compact, walkable cities works closely with local experiences • Partnerships – building • Memorable experiences and accommodation providers relationships with strategically • Stunning landscapes to create inspirational incentive important players in the global experiences aligned to its key • Locals with plenty of stories to meetings industry markets. tell • Evaluation – evolving ‘best in Alongside key partners such as Meet class’ new methodology and The key selling points for Northern in Ireland and VisitBritain, Tourism improving delivery of ROI Ireland are: NI seeks to provide useful industry engagement platforms for achieving The delivery of the VB/VE strategy is • Home of Game of Thrones® illustrated graphically in Figure 9.2. success in the lucrative MICE market. • Birthplace of Titanic 172

9.4.1 Meet in Ireland working with the industry to portfolio has core events each year Tourism NI works in partnership focus on quality delivery which are unique to Scotland and with Failte Ireland to promote 3. Using events to maintain are embedded in Scottish culture the island of Ireland as a MICE and enhance Scotland’s covering sport, the arts and heritage. destination overseas under the Meet international reputation, in Ireland brand. There are several influencing partners to develop EventScotland delivers the following opportunities through this marketing Scotland’s infrastructure. funding programmes: platform for Northern Ireland

The UK Events Report 2020 - Chapter 9 industry to reach global MICE It plays a key role in the • International Events buyers, including attendance at implementation of the national Programme international MICE trade shows such events strategy ‘Scotland: The • National Events Programme as IMEX Frankfurt, IMEX America, Perfect Stage’ by continuing to • Beacon Events Programme ibtm WORLD as well as several GB generate, bid for, attract and sustain platforms such as ‘Ireland meets the sporting and cultural events which • Scottish Clan Events Fund Midlands’ and ‘Ireland meets the helps drive tourism and create • Scotland’s Winter Festivals West End’. international profile for Scotland. • Themed Years Events Funds It also drives business events such 9.4.2 Business Tourism as corporate meetings, incentive 9.5.3 Development – Events Familiarisation Trips groups, conventions and exhibitions Industry into Scotland from around the The Business Solutions team at The Development Team incorporates world. Importantly, it is committed Tourism NI hosts a series of business Themed Years, Events and to ensuring Scotland maintains tourism familiarisation trips Exhibitions, Growth Fund and Events its international reputation for throughout the year, in partnership Industry Development. It manages delivering high quality events with DMCs and VisitBritain, to VisitScotland’s collaboration and by working to develop capacity, identify key business tourism support of the events industry and knowledge and partnerships to buyers from around the world who wider events economy with a focus on: can potentially deliver visitors to strengthen the Scottish events Northern Ireland. industry. - Partnerships and Collaboration - Education and Knowledge Further information: https:// The directorate is made up of three Sharing tourismni.com ; https:// distinct departments: discovernorthernireland.com/ - Quality Organisation and incentiveready/ i. EventScotland Delivery ii. Development – Events Industry All activity is aligned in support 9.5 Scotland iii. Business Events. of the national events strategy. 9.5.1 VisitScotland Events The team’s responsibilities include Directorate 9.5.2 EventScotland providing a lead on event industry VisitScotland’s Events Directorate Established in 2003 by the Scottish engagement and development; is responsible for supporting and Executive and VisitScotland after the delivery of Scotland’s Themed developing Scotland’s events industry need for a single agency to coordinate Years; development and delivery and its wide and diverse events across departments, agencies, of initiatives and activity that help portfolio. It focuses on three main governing bodies and rights holders develop the events sector; delivery areas: when bidding for major events was of flagship industry events including identified, EventScotland is working VisitScotland Expo and Scottish 1. Building on its previous work to make Scotland the perfect stage Thistle Awards, the National Events and the legacy of 2014 to for events. By developing an exciting Conference and a year round seminar attract, sustain and develop portfolio of sporting and cultural programme and the VisitScotland major events, festivals and events it is helping to raise Scotland’s Growth Fund. business events and maximise international profile and boost the their impact economy by attracting more visitors. Future events 2. Leading and advising the EventScotland leads on all aspects For over 15 years, EventScotland has events industry, providing of bidding, investment and support been supporting and championing information and training, for major sporting and cultural Scotland as the perfect stage sharing best practice and events as well as evaluating their for events, making a significant impact. It ensures Scotland’s events 173

Figure 9.3 Glasgow 2018 – George Square and PR agency representation in the five main markets, and major presence under the Scotland brand at the key tradeshows of IMEX , IBTM and IMEX America. All of VSBE’s activity in Business Events is designed to add value to city, regional or venue activity, be it sales and marketing, national trade show presence (versus city or hotel The UK Events Report 2020 - Chapter 9 chain presence), or simply a Scottish context for local bids. Key markets where VSBE undertakes proactive activity under the Scotland brand include USA, Canada, Germany, France and Spain.

VSBE broadly distinguishes between the Associations market and the Corporate and Incentive Market. contribution to the country’s tourism • 2023 UCI Cycling World For Associations at a UK, European sector and creating sustainable Championships or global level, VSBE works in close economic growth. It has supported partnership with long-established the country in securing and hosting Scotland’s successful programme of (and local authority-funded) city some of the world’s biggest events Themed Years continues with The convention bureaux (CCBs) of including the 2003 MTV EMAs, the Year of Scotland’s Coasts and Waters Edinburgh, Glasgow, Dundee and 2014 Commonwealth Games and in 2020, a year that will spotlight, Aberdeen. These CCBs and their The 2014 Ryder Cup as well as the celebrate and promote opportunities principal venues such as EICC 2015 Turner Prize, the 2015 World to experience and enjoy Scotland’s (Edinburgh), SEC (Glasgow) Artistic Gymnastics Championships, unrivalled Coasts and Waters, and P&J Live (Aberdeen) retain and inaugural European encouraging responsible engagement the lead remit of the ‘city sell’, Championships 2018 with co-hosts and participation from the people of including researching, bidding for Berlin. Scotland and our visitors. In 2022 it and ultimately winning association will be the Year of Scotland’s Stories. congresses aligned to their local Scotland’s proven expertise in strengths and credentials. VSBE delivering world-class and ground- Further information: supports the CCBs with national breaking events will see it host a www.eventscotland.org messaging, context, branding and number of major international positioning, including access to events in the coming years, including: 9.5.4 Visit Scotland Business ministers and soft or hard support Events on an ad hoc basis. • The 2019 Solheim Cup Since 2003, VisitScotland Business • IFSC European Championships Events (VSBE) has been the VSBE works directly with the Lead and Speed 2019 dedicated resource within Scotland non-urban academic centres of • Tissot UCI Track Cycling for the MICE/Association/Corporate excellence such as the University of World Cup 2019 and Incentive markets. As part of St Andrews, the University of the • LEN European Short Course the national tourism organisation Highlands & Islands (Inverness) and Swimming Championships (NTO), which in turn reports to the University of Stirling. The cities 2018 the devolved Scottish Government operate Ambassador Programmes going back to the late 1980s, with • World Men’s Curling in Holyrood, VSBE is the lead VSBE operating a complementary Championship 2020 agency and brand for the marketing, positioning and promotion of national programme in the format • UEFA EURO 2020 Scotland as a destination for Business of an academic talk series called • Women’s British Open Events. Innovate The Nation. • The 150th Open • Sprint World Orienteering Activity includes sales missions, VSBE brings together all of Championships 2022 desk-side appointments, sales Scotland’s regional and city strengths 174

under an identifiable brand and UK and international associations, 9.6.1 Key objectives and one voice using the Legends digital public and third sector meetings, strategy for attracting campaign. VSBE is embedded corporate meetings and team business events with key stakeholders in Scotland building events. Wales can gain Visit Wales Business Events has four including Scottish Government competitive advantage through main strategic objectives. These are: Directorates, Scottish Enterprise, innovation and being distinctive with Scottish Development International, its offer, adding value in ways other • To increase Wales’ market share and other public or private sector destinations find difficult, especially of the business events market

The UK Events Report 2020 - Chapter 9 groups invested in Scotland’s as a compact, well connected industrial and knowledge economy. country. A new strategic approach • To deepen the connection VSBE has strategic partnerships with fully aligned with Wales’ sector between business events and key international business events and academic strengths is enabling Wales’ economic and academic bodies focused on the associations Wales to tap into hitherto untapped sectors to promote foreign market including PCMA and ICCA, potential. direct investment (FDI) / positioning Scotland at the top table economic growth / knowledge capital globally. The overall Wales’ Business Events Strategy has five key components: • To develop and promote a In 2019/2020 VSBE is moving distinctive Wales business events brand proposition from a Traditional Tourism Model 1. A new and expanding team to to a Policy Driven Model. This is co-ordinate and lead greater • To prepare and educate Wales’ intended to prioritise and formalise visibility in the business events business events product in the pursuit of business events market place, manage a raft of anticipation of increased aligned to Scotland’s credentials new industry initiatives, brand activity and ambitions, as a means to deliver development and stakeholder Scottish Government Policy beyond engagement. Our business events messages the visitor economy focus of the 2. Attendance at national and emphasise Wales’ global outlook and Traditional Tourism Model. international shows and events Wales’ distinct culture and heritage. across the UK, Europe and Wales has strong MICE credentials, Further information: https:// North America. including a wide diversity of meeting businessevents.visitscotland.com/ spaces throughout the country 3. A co-ordinated approach ranging from a capacity of 100 to to promoting Wales as a 5,000 meeting attendees. The country 9.6 Wales knowledge capital and also proudly boasts a wide range of Visit Wales Business Events matching business events incentive and “out of conference” Located within the Welsh with Wales’ economic activities taking advantage of Government, the Visit Wales Business sector strengths including Wales’ natural landscapes and Events team (#MeetInWales) manufacturing, life sciences, environments. Wales has a growing promotes Wales as a destination energy and technology. reputation as a major events host for meetings, incentives, team 4. An education programme which underpins confidence in the building, events and conferences. It for partners throughout the destination in the business events provides impartial and free advice country who are looking to market. Welsh industrial sector on products and venues across Wales engage in and support the strengths – including automotive, that cover city, countryside and fulfilment of Wales’ ambitions renewable energies and financial coastal locations in a mix of modern, in capturing a greater share of services – underpin the nation’s historical and purpose-built facilities, the business events market. appeal to regional, national and supported by spectacular landscapes, 5. Maximising Wales’ reputation international business events incentives and accommodation and pedigree as an events strategists. options. host following its successful hosting of global events such Wales is committed to research, The Welsh Government has as the Volvo Ocean Race, development and innovation, putting developed a new approach to UEFA Champions League it at the forefront of developments attracting business events following Final, the NATO Summit, in technology, engineering, a detailed scoping study into the WOMEX and Bio Wales, one energy, the environment and life opportunities from this sector. Clear of the UK’s leading life sciences sciences. Sectoral strengths in Wales potential has been identified for conferences. include: Advanced Materials & Wales to increase market share from Manufacturing, Creative Industries, 175

Energy & Environment, Financial & new state-of-the-art convention Recent event wins for Wales include: Professional Services, Food & Drink, centre (ICC Wales) to world-famous Life Sciences, Tech and Tourism. golf resorts in spectacular locations, 1. securing the UK Space Agency situated everywhere from sweeping Conference to ICC Wales Specific examples of growing bays to mountain tops, from vibrant in September 2019 – 1,200 sector strengths include advanced city centres to luxurious country delegates estates. motor manufacturing, such as 2. securing the Cyber UK the latest innovations and lessons Conference to ICC Wales

from Aston Martin and TVR 9.6.2 New initiatives being The UK Events Report 2020 - Chapter 9 3. securing the European factories based in Wales, as well planned or put into operation Museum of the Year Awards as ICT through, for example, ICC Wales – Wales’ first International and Conference to National the Computational Foundry in Convention Centre - opened its Museum Cardiff in 2020 – 600 Swansea which drives research into doors in September 2019. It is a delegates computational and mathematical state-of-the-art-venue that can hold sciences, making Wales a global meetings from 10 to 5,000 delegates. Wales continues to attract global destination for computational The venue includes an auditorium sporting and cultural events and is scientists and industrial partners. for 1,500, and a 4,000 sqm pillar-free now looking to capitalise on these Wales boasts specialist expertise in space in a venue footprint of 26,000 consumer events to attract and entice UAV’s (Unmanned Aerial Vehicles) sqm. The opening of ICC Wales will business events opportunities that utilising the unrestricted air space be a “game changer” for Wales on flow from these opportunities. of the West Wales coast whilst the the international business events Aerospace Wales Forum showcases scene, providing a bespoke, flexible Space and aeronautical development, conference space (see also Chapter 7) 9.6.3 Ambassador Wales attracting huge international interest. Programme Film and TV production is now a Venue Cymru is a theatre, conference Wales is looking to develop its own major reputational strength in Wales centre and arena in Llandudno. The Ambassador Wales Programme, providing a hub for workshops, venue has undergone a £3+ million building on the work that ICC editors, scriptwriters and creatives investment into its meeting space Wales has already started with its and other production skills. Wales making the space better for delegate Ambassador Wales/ Llysgennad is at the forefront of innovations experiences and flow. Cymru Programme. in Energy – including nuclear and renewable (marine in particular) and Wales has a host of partners, Ambassador Wales is a leading energy recovery. Further examples network of passionate professionals include food innovation expertise; products, destinations and venues across the country that can cater who believe in championing Wales retrofit housing – a major area of as a conference, event and business interest; and prison development from 10 to 5,000 delegates, small, medium and large events, that event destination. The aim is to with a focus on education, training encourage the leading universities of and resettlement. are engaging and developing their products to look into and Wales to collaborate and work across accommodate the business events boundaries and sectors to encourage Crucial to Wales’ commitment market needs in order to support, as relevant academics and business to research, development and well as attract, new business events events into Wales. innovation are the country’s eight opportunities into Wales. universities - four of which are 9.6.4 Themed Years in the world’s top 500 (QS World In April 2015, the Welsh Government Rankings) – which act as knowledge Business sectors aspire to grow announced a series of three themed hubs for ambassadors and most signature events and attract brand- years, part of an unprecedented have conference and meeting spaces. defining business events to Wales. campaign to promote Wales’ tourism Wales has a great story to tell of an Attracting business events supports offer under a unified approach for agile and innovative nation with a more sustainable tourism economy the first time. The first three years a truly global outlook which has a by driving more year-round, were confirmed as Year of Adventure distinct Celtic culture and heritage balanced mid-week to weekend, 2016, Year of Legends 2017 and that offers a warm Welsh welcome. demand and will attract new markets Year of the Sea 2018. Following the Venues and hotels in Wales which to Wales. success of the first Year of Adventure, range from ancient castles (there are the Welsh Government announced more in Wales per square mile than a continuation of the approach with anywhere in the world) to a brand 176

2019 designated as Year of Discovery, While they are usually established ii) PREPARING FOR THE EVENT which builds on the three themes to promote an individual town or • Block accommodation booking of adventure, culture and the great city, it is also possible to find DMOs service for delegates outdoors. whose role is to represent a region of a country, or to operate at a national • Co-ordination of the full range of support services including level promoting a whole country, as The themed approach is designed transportation, registration, illustrated earlier in this chapter by to promote Wales’ greatest strengths translation, office support. organisations such as VisitScotland and focus activities, events and In some cases these will be

The UK Events Report 2020 - Chapter 9 attractions on the strongest qualities Business Events. provided in conjunction with of the Welsh offer that are relevant a professional conference to consumer, business and event In structure, DMOs or CVBs are organiser (PCO) or destination markets. usually formed and financed as management company (DMC) partnerships between public and • Promotional and PR support 9.6.5 Research private sector bodies. In the UK to maximise delegate numbers Work is underway to better this can include local authorities/ and increase awareness of the understand the value and volume of councils, chambers of commerce, event in the host destination business events efforts into Wales. local enterprise companies/ • Supply of delegate information agencies, hotels, venues, and other A request is out with venues and • Planning partner programmes, private sector suppliers. DMOs destinations across Wales to measure social programmes, and pre- are established as not-for-profit and monitor their business events and post-conference tours organisations, controlled by a enquiries and to be more proactive • Arranging contact with local and engaged in the overall efforts and management board, to fulfil a strategic marketing role and to be the conference service companies opportunities presented. and event organisers ‘official’ voice of the destination they represent. In many cases the DMO is Further information: @MeetInWales; established at arms’ length from the iii) DURING THE EVENT # MeetinWales; MeetinWales@gov. local authority or authorities which • Provision of ‘Welcome Desks’ wales it represents, but in others it remains for delegates at major points of an integral part of the local authority entry 9.7 Destination Marketing structure. • Civic welcome and recognition, Organisations (DMOs) and possible financial or in- Destination marketing organisations DMOs provide a range of services, kind support and subvention (DMOs), often trading as convention many free of charge, to event • PR support and visitor bureaux (CVBs) bring organisers and meeting planners. • Provision of tourist the destination to the marketplace, Such services are likely to include information offering a ‘one-stop-shop’ enquiry some or all of the following: point to the conference and event iv) AFTER THE EVENT organiser. Reference will also be i) PRE-BOOKING THE EVENT found to DMMOs, destination • Post-event evaluation and marketing and management • Literature and website follow-up research organisations, to reflect a broadening information • Consultancy support to the of their role into one of destination • Venue location and selection destination which will next development and management advice host the conference. rather than purely marketing, a • Availability checks point elaborated further in Chapter • Rate negotiation Case studies 9.1 and 9.2 provide 7 of this report in the section on examples of the current structure • Provisional booking service sustainability, where it is suggested and operations of two UK city by the GDS-Index that DMO should • Familiarisation/inspection destination marketing organisations: stand for ‘destination management visits Meet Bristol and Meet Cambridge. organisation’. • Preparation of bid documents Case study 9.3 (located at the end of the chapter) provides details • Assistance with bid the ‘Greater Manchester Business Traditionally the DMO’s role has presentations to a selection Visits and Events Strategy 2019- been to promote a destination, committee/board highlighting all its attractions and 2025’ of Marketing Manchester, the • Assistance with civic hospitality facilities, generating and converting destination marketing organisation and subvention requests enquiries into confirmed business. for the Greater Manchester region. 177

CASE STUDY 9.1 Meet Bristol Conference Bristol was developed in the mid-90s by is Meet Bristol’s biggest challenge. With increased the Bristol Hoteliers Association and the Chamber of funding, it would be able to focus more on research Commerce, and became part of the new Bristol Tourism and development with the aim of securing high- & Conference Bureau upon launch in 1999. Relaunched value conferences. Meet Bristol would also like to be a as Meet Bristol in 2018, the service was positioned as a member of the International Congress and Convention convention bureau for the Bristol city region, focussing Association (ICCA) to support such objectives but on bringing in new business as well as supporting venues the overall cost is currently beyond its means. Greater and hotels in the area. resource would also enable Meet Bristol to partake in The UK Events Report 2020 - Chapter 9 sales missions to expand its worldwide reach. Meet Bristol operates within the DMO operation of Destination Bristol, alongside its leisure ‘sister’ Visit Meet Bristol has close relationships with its members Bristol. Within Destination Bristol there are the following and organisations within the city and focuses on departments/businesses: collaboration in order to produce the best possible MICE offering for the region. • Visit Bristol - leisure marketing and travel trade • Meet Bristol – MICE Meet Bristol has recently launched a conference ambassador programme. This aims to increase the • BIDs - 3 business improvement districts volume and value of inbound conferences, with a • Tourist Information Centre (TIC) focus on international associations relating to the city’s The organisation is around 40% funded by Bristol City economic strengths. Council, with other revenue streams being membership, commercial revenue and conference commission. Meet Bristol. Web: www.meetbristol.co.uk |Twitter: @ MeetBristol |LinkedIn: Meet Bristol CVB Like most convention bureaux (CVBs), a lack of resource

However, it is important to note Business Events professionals are “Quite simply, it is the fact that the that the DMO role is changing and asking: are we tourism? are we focus of our value proposition as evolving to reflect changes in the inward investment? are we drivers of an industry has been shifting from national and international events economic change, or drivers of social one based on delegate and organiser market as well as new destination change? spend to the value of what these promotional and management events actually achieve for organisers, structures. These new roles are The positive answer is that Business participants and host communities. described below by two of the UK’s Events are all of those things, it’s As simple as it sounds, this in fact has leading and most successful DMOs, just the industry hasn’t been very huge implications, because it places Glasgow Convention Bureau and good at articulating the impact Business Events (sic) at the very centre London & Partners. across those other key areas, until of both the global economy and the now. The economic benefit from underlying scientific, professional, a) Aileen Crawford - Glasgow delegate spend has understandably academic, business and social Convention Bureau taken centre stage over the formative advancements that drive it.” Whether you call it Business years, but as our industry matures, Joachim König, President, Joint Tourism, the Meetings Industry or so too does its reputation in profiling Meetings Industry Council Business Events, it’s an interesting academic excellence in the host time for the industry, as it reaches maturity. Glasgow’s tourism and city, creating knowledge exchange, This is good news for non-capital conference industry turned 30 in research collaborations and trade cities and university towns, looking 2019. The 1980s saw an increase in and business opportunities for the to attract conferences to their the number of UK cities creating local industry. destination, by articulating the visitor bureaux and convention benefits for the conference delegates bureaux services to deliver economic Looking to the future, the Beyond and exhibitors in terms of the benefit from visitor and delegate Tourism benefits of conferences, scientific, business and professional spend (Heeley, J., 2015)(ICCA, 2015). although harder to measure, are reasons to choose their city. no less important. Joachim König, Now entering middle age, our President of the Joint Meetings So, what does that mean for the industry is wondering what it wants Industry Council, explains (König, DMO of the future? If conferences to be when it grows up. J., 2017): are to be more than the economic 178

drivers of a destination, the DMOs promote their destination and it also b) Tracy Halliwell - London & and convention bureaux of the future challenges the traditional skill set of Partners will be charged with understanding the DMO team. Promoting logistics It’s difficult to set out the work of their knowledge-based economy of the destination and transactional a typical DMO in 2020, as they to align that of their city with the sales techniques are out, research vary greatly across nations, regions, vision and mission of their client. skills and stakeholder engagement countries and even continents, but The attractiveness of cities to those are in. fundamentally wherever they are and deciding the next location of their whatever they have been doing, it’s meeting will be looking at the a sure bet that they have been slowly

The UK Events Report 2020 - Chapter 9 Interesting times indeed. academic excellence in the field and and quietly evolving their business local industry in the sector, as well as Aileen Crawford, Head models to stay relevant, to become the vibrancy of the city as they make of Conventions, Glasgow more self-sufficient and to go beyond their decision. Convention Bureau – https:// a traditional brand and destination glasgowconventionbureau.com/ marketing role. This new, mature view of Business Events challenges the language used Their roles will include some aspects by DMOs and convention bureaux to of the following bulleted list, and

CASE STUDY 9.1 Meet Cambridge Meet Cambridge, formerly Conference Cambridge, held their events in the same time period bringing 1,920 was established in 1998 as the official venue-finding delegates to the city, worth approximately £2.1 million to service for spaces at the University of Cambridge the local economy. and its Colleges. Born out of a need to have a single, central enquiry point, the organisation is owned by Following a rebrand to Meet Cambridge in 2016, the the Cambridge Colleges, two faculties of the University organisation entered into a strategic partnership with of Cambridge (the Faculty of Music and the Faculty VisitCambridge & Beyond and widened its range of of Continuing Education) and Cambridge University services to include event management in partnership Press, all of which pay an annual fee which funds Meet with a local PCO. Over the course of the last two years it Cambridge. has invested in its digital presence and its core processes. Now 72% of leads come via its web site and are processed Meet Cambridge is managed by a board of five Directors via a sophisticated CRM system allowing its member under the direction of the Cambridge Colleges’ Bursars’ venues to make offers quickly and allowing its clients Committee. The organisation employs five full-time access to their own online enquiry portal where they can staff and a part-time bookkeeper: two venue-finding view venue responses in real time. executives, one venue-finding and digital media executive, a Deputy Manager and a Managing Director. Today the organisation markets the city and the facilities at its venues locally, nationally and internationally In 2010 Meet Cambridge became a limited company. through a coordinated programme of activity including Hotels and other unique venues were invited to join the PR and digital campaigns as well as fam trips and events. organisation as associate members with the purpose of Annually it attracts approximately 4,000 enquiries - in being able to give clients more choice during the periods 2018-2019 the organisation processed leads worth of the year when the University and College facilities approximately £18.9 million. Conversion sits at 25% were not available. Associate venue members pay a and in the last year 67% of enquirers were new clients, membership fee and commission to Meet Cambridge on 38% were repeat clients; around 40% of its clients are placed business. Today the organisation has 57 member academics or associated staff from the University. The city venues, all based in and around Cambridge. ranks as a top ten destination in the UK for international association events as reported in the ICCA Country and In the absence of an official DMO for Cambridge, City Rankings. Meet Cambridge, helped largely with matched funding from VisitEngland, began to market the destination Meet Cambridge is not-for-profit and funded solely by internationally and, from 2009, became recognised as its members. Its income funds its premises and staff costs the official conference and events bureau for the city. In and provides a small budget for marketing which in 2019 2012 it launched an ambassador programme offering a was significantly cut. It receives no financial support from range of free services to support those making bids to local or national government. bring conferences and events to the city. In 2018-2019, the programme assisted 17 ambassadors, 8 of whom www.meet-cambridge.com 179 the extent of their involvement will and businesses – the upside average growth in their tourism vary across mature versus emerging of job creation versus the market, there is further growth destinations - predominantly downside of overcrowding and potential from the highest spending leisure versus meetings and events infrastructure pressures markets. If England’s core cities are destinations (which will often • The rise of personalisation in able to attract more international have an integrated or stand-alone travel experiences, creating a visitors for holidays, business convention and visitor bureau (CVB) need for unique and individual and events, that growth will and/or major events team); and experiences rather than benefit Britain and bring jobs and across public versus private sector prosperity, supporting economic

packaged group travel The UK Events Report 2020 - Chapter 9 organisations – or public/private redistribution and strengthening the • The rapid evolution of digital sector hybrids, The roles will include global positioning of the core cities tools - social media, analytics, some of the following: for inward investment. and mobile apps, necessitating different skills and content • Advocates for tourism creation. 9.8.1 Place Marketing • Cultural champions Core cities are particularly well • Drivers of visitor spend Opportunities, though, are huge placed to tap into all aspects of tourism and events throughout • Drivers of jobs and growth around the impact and potential of the year. And year-round tourism through the direct and indirect meetings and events to underpin demonstrates better productivity impacts of the visitor economy economic growth; to improve knowledge dissemination; to speed because there are fewer peaks • Marketing to attract visitors the process of developing innovation in demand for attractions, • Communications to build economies; to create opportunities accommodation and transport. brand and reach for people to meet, to network and • Placemaking to exchange ideas – in short, to All core cities have established • Facilitating connections and change the world! Hence it’s not place marketing organisations that introductions enough to talk about the number promote the city as a place to live, of hotel rooms, the variety of work, invest and visit. This is an • Storytellers and wayfinders for meeting spaces and leisure offerings; effective way to unite messages under visitors destinations now need to talk about a shared brand. However, the core • Inspirers their intellectual capital and sectoral cities frequently lack the scale of • Information portals expertise, in the same breath. resources to compete effectively on a world stage for major conferences Many organisations have now also Tracy Halliwell MBE, Director of and exhibitions. They recognise that begun to redefine their purpose, Tourism, Conventions & Major they need to find creative solutions joining with other public bodies Events, London & Partners – http:// that play to the collective strength of to create economic development conventionbureau.london the collaboration of the eight cities. organisations whose remit covers not only tourism, but also investment, 9.8 Core Cities 9.8.2 Transport Connectivity export and the attraction of students Core Cities is a grouping of England’s Excellent transport connectivity is and talent, as has been done in largest eight cities (excluding essential for the core cities to grow London. London) which was formed with international tourism and business the objective of helping to develop events. Delivering 21st century Issues increasingly being faced by their visitor economies. The current connectivity means cities can bid DMOs are probably similar around members are Birmingham, Bristol, competitively for international the world: Leeds, Liverpool, Manchester, conferences and exhibitions, Newcastle-Gateshead, Nottingham welcome more international tourists • Less public funding available and Sheffield. Representatives of and enable them to explore Britain • The need to justify return on the cities meet at least four times a more widely. All of the core cities investment (ROI) to politicians year with meetings rotating around are investing in their transport and policy makers the member cities. Core Cities also connectivity – road, rail and air. However, Core Cities believes that • More focus on the private works closely with VisitEngland and transport plans rarely look at the sector and commercial VisitBritain. needs of visitors and their travel opportunities patterns. It wants to ensure that the Core Cities is driven by the • The socio-economic impact of role tourism and events can play tourism on local communities conviction that, despite above 180

in making the case for transport objectives of bed taxes. He writes: Other UK authorities that are infrastructure investment is fully considering the introduction of understood and articulated. It is ‘Many countries and cities are able a tourist/visitor/bed tax include also campaigning for improved rail to devote large sums of money to Camden, Westminster, Bath, infrastructure for transporting more promoting and developing their Birmingham, Brighton, Cornwall visitors out of London and into the tourism industries via a system that and Edinburgh, which is exploring core cities – this includes improved taxes the visitor, not the host. These the introduction of a ‘flat rate’ levy of frequency of services, enhanced competing regions, most notably either 2% or £2 per night, per hotel rolling stock, and better pricing, room or Airbnb-style short-term let

The UK Events Report 2020 - Chapter 9 in the USA and Canada, use a ticketing and information. ‘Transient Visitor Tax’ system to raise and calling for a ‘national’, rather than funds that can only be used for the ‘local’, debate. 9.8.3 Collaborative Projects promotion and development of their The eight cities share data on their tourism industries, and they do this But the UK has a very centralised visitor economies, both leisure by means of a locally-determined tax taxation system, with income and tourism and business events. They that is placed on related expenditure. expenditures defined and controlled also collaborate on joint projects, for Hotel accommodation is just one of by HM Treasury, an organisation that example the development of a new several related transient visitor taxes does not favour any form of locally- accommodation booking system. that are employed in the USA and determined taxation. So only time which include a Food and Beverage will tell whether these initiatives will Tax added to restaurant bills and a mature. The cities have also applied jointly Convention Centre Development Tax for funding, such as that offered added to the cost of hiring a conference by the Discover England Fund, to A recent poll in Edinburgh showed centre or similar venue. support a ‘smart convention bureaux’ 85% of respondents, including a project. majority of the city’s businesses and Transient visitor taxes are accommodation providers, in favour ‘hypothecated’ taxes which means that of introducing a transient visitor levy For further information on Core the income they generate can only be (TVL), or tourist tax and the council Cities visit: www.corecities.com used, by law, for specific purposes – in estimated the proposed scheme could this case, to attract more visitors, to raise between £11.6m and £14.6m 9.9 Destination Marketing invest in business tourism facilities per year for the city, although some Organisation Funding and and resolve environmental problems business groups have warned it could Visitor Taxation created by visitors. Transient visitor have an impact on other revenue from Against a backcloth of reduced taxes are also self-regulating and can tourism. central government funding to help prevent the modern-day scourge local authorities and a squeeze in of ‘overtourism’. For instance, if a US But not everyone is behind recent years on budgets available city gets greedy and taxes its incoming Edinburgh’s proposed transient visitor to destination marketing and transient visitors at too high a level, tax and the leaders of the city’s hotel management organisations, many then planners and buyers will simply and hospitality sector have voiced their local authorities are assessing the take their footloose business to a lower- opposition to any form of tourist tax, pros and cons of introducing some taxed destination. claiming it would damage the city’s form of visitor taxation, as evidenced tourism and hospitality sector. by Edinburgh’s proposal to levy a bed Many UK local authorities like the tax while, at the same time, reducing idea of transient visitor taxation and Writing in ‘The Scotsman’ newspaper, markedly its allocated budget to are attracted by the much-needed John Donnelly, Marketing Edinburgh’s Marketing Edinburgh. So what are funds it can generate, especially as the chief executive, said: “More people the benefits and disadvantages of a tax isn’t paid by local residents or local coming to the city is brilliant news for system of visitor taxation? businesses. For instance, Oxford City our economy – but it puts increased Council has been arguing to be given pressure on our ability to service them. In an article entitled ‘Bed Taxes: the power to develop a local tourism So, how can we secure sustainable comforting funding stream or tax, linking it to Brexit, and saying investment to maintain our position destination nightmare?’ (Cooke, that “...the devolution of power to local as one of the world’s best destinations, 2019), Philip Cooke, MD of the authorities to impose tourist taxes may without compromising the city UK-based Destination Marketing be well worth fighting for, at a time experience for those who live here? A Group (who has studied, worked of post-Brexit uncertainty and public tourist tax is a proven model.” and travelled extensively in the spending cuts”. USA), describes the operations and 181

The article gives details of the ranking is primarily due to the level UKTS figures indicate that, management board structures of tax that visitors pay. Whereas most of the 124 million domestic and staff resources of a number European countries operate a reduced overnight trips taken in the of US convention and visitor VAT rate on the main components of UK during 2016, 36% were bureaux. It references the European visitor expenditure (accommodation, by people who stayed with Commission’s website (www. restaurant meals and attractions), the friends, relatives or in their own ec.europa.eu) as being a good source UK charges full rate VAT on all three. property. This leaves just 76.5 of information about the extensive In addition, the UK has one of the million of 1.9 billion trips where range of ‘Occupancy’ or ‘Transient highest rates of Fuel Duty in the world the visitor stayed in commercial The UK Events Report 2020 - Chapter 9 Visitor’ taxes that are currently (which impacts on domestic visitors) accommodation. being levied across the EU. It also and the highest rate of Air Passenger However, there is still the mentions that nearly 20 EU member Duty in the world (which impacts on problem that, as there is no states, including France, Germany, inbound visitors). statutory registration scheme for Spain and Switzerland, currently accommodation providers, there apply country-specific forms of The Tourism Alliance estimates that, is no mechanism for councils the transient visitor tax at city, in just VAT payments alone, visitors to develop a comprehensive list municipality or provincial levels, contribute around £21.5 billion of accommodation providers with comparatively low rates charged to the Exchequer each year. The in their area. There has in the eastern EU countries and problem, therefore, is not whether traditionally been a problem much higher rates in Western and visitors pay their way, but that the tax in being able to identify self- South-Eastern Europe. visitors pay is collected centrally by catering accommodation which Government and is not recirculated to has been greatly exacerbated The UK’s Tourism Alliance (www. the destinations where tourism activity with the recent growth of Sharing tourismalliance.com) published takes place. Economy businesses such as (May 2018) a ‘Briefing on Bed Tax’ AirBnB where residents are and some of the key points from this able to have visitors to stay in 2. The Problems with Bed Taxes briefing paper are set out below: their private home. There is also The usual means proposed for the issue of whether a bed tax introducing a Tourism Tax is through could be applied to visitors using 1. Tourists Don’t Pay Their Way accommodation charges i.e. a bed tax camping grounds or caravan One of the main arguments for of tourism accommodation. However, parks. the introduction of tourism taxes there are two significant problems with is the perception that visitors to a this approach. The easiest way for councils destination do not pay their way. The to avoid the problems of view is that visitors place a burden on identification and application a. Fairness - the 2017 UK Tourism public services and amenities paid for would be to simply apply Survey (UKTS) and Day Visitor by residents without contributing to a bed tax to serviced Surveys show that there were accommodation. However, the maintenance of those services and a total of 1.9 billion domestic service accommodation (e.g. facilities. The argument runs that, by tourism trips undertaken in hotels, motels, guesthouses, inns imposing a tourism tax, usually in the the UK. Of these, 1.8 million and B&Bs) is only used in 41% form of a bed tax, visitors can pay the (94.7%) were day trips where of the overnight trips taken and additional costs of maintaining the the visitor did not stay overnight. only 28% of all the nights that public realm rather than imposing Introducing a bed tax would, domestic visitors spend away these costs on local residents. However, therefore, be requiring just 5.3% from home. this is an overly simplistic way of of visitors to a destination to considering both the taxation of pay for the costs associated with This means that a bed tax levied visitors and the impact of visitors on visitors. on serviced accommodation destinations. would only be targeting 2.6% If that was not inequitable of the people who visit a enough, it is doubtful that destination each year. As such, First, it is erroneous to think that councils would be able to gain imposing a bed tax is a highly visitors do not pay their ‘fair share’ of the tax from this 5.3% of inequitable way of gaining funds taxes. The World Economic Forum, visitors. One problem is that a from visitors to a destination in its 2015 international tourism large percentage of visitors to a and deters the very people who competitiveness survey, ranks the destination either stay with a contribute the most in terms UK as 140th out of 141 countries in friend or family member, or stay of expenditure in the local terms of price competitiveness. This in their own accommodation. economy. 182

b. Disincentivisation – it is well been detrimental to destinations. One by the industry and the local known that many day visitors famous example is New York where a authority and used to fund tend to spend relatively little combined Tourism and Sales Tax rate an agreed strategy for tourism in the destination that they of 21.25% resulted in the convention development. visit. This is highlighted by the industry halving in size within five 2017 Day Visitor Survey which years and culminated in a boycott A mechanism for local authorities shows that a day visitor spends of the city by conference organising to gain additional tourism-related just £34.67 per visit. However, companies. funding that fulfills these two criteria a domestic tourist spends £193

The UK Events Report 2020 - Chapter 9 already exists: such as Business per visit, with accommodation There are two main pre-conditions for Improvement Districts (BIDs) or providers and restaurants at a successful tourism tax in the UK: Tourism Business Improvement the destination being the main Districts (T-BIDs). Tourism-related recipients of this additional c. Fairness – as shown above, a BIDs collect additional taxes from expenditure. tourism tax has to be applied tourism-related businesses in a way Therefore, increasing the cost of in a way that is fair to the that is proportionate to the benefit that staying in a destination through visitor and tourism businesses, the local business derives from tourists, the imposition of a Tourism and produces incentives and regardless of whether these visitors are Tax incentivises visitors to outcomes that are supportive of day visitors or staying overnight. As become day visitors, who use the both tourism development and such, the tax is fair to businesses and same services and facilities but the growth of the local economy. visitors alike. contribute much less to the local This means that, instead of economy. A far better strategy imposing the tax on one small Second, the collection of the tax is would be to encourage a higher set of visitors and tourism based on a plan that is agreed between percentage of day visitors to businesses, the tax should be the tourism industry and the council become higher-value overnight spread across all visitors and so that the funds generated are focused visitors. businesses. on agreed priorities that will stimulate d. Hypothecation – the second tourism growth and benefit the local 3. Could a Tourism Tax Work? pre-condition for a successful economy. It is often noted that other countries tourism tax is that funds (and states within countries) operate collected by the tax are It is the view of the Tourism Alliance tourism tax regimes that do not hypothecated to tourism that, if there is a genuine need for the harm their local tourism industry development and promotion. introduction of a tourism tax to fund and, in some cases, help boost There are many examples of the maintenance and improvement tourism by providing funding for destinations where tourism of the public realm, the appropriate tourism development and marketing businesses have agreed to a mechanism to achieve this (BIDs and programmes. tourism tax as a means for T-BIDs) already exists and there is no funding tourism development. need to introduce new legislation. However, there are an equal number In these situations, the funding of examples where tourism taxes have is usually managed jointly 183

CASE STUDY 9.3 Greater Manchester Business Visits and Events Strategy 2019-2025 The Manchester study and is the Destination Management Organisation Convention Bureau for Greater Manchester. Marketing Manchester is part was established in of the Growth Company (for more information visit: Greater Manchester 1996 by Marketing https://www.growthco.uk/). Business Visits and Events Strategy 2019 – 2025 Manchester to facilitate and In 2017-18 the Manchester Convention Bureau: attract conferences

to the Greater • submitted 85 bids for major conferences The UK Events Report 2020 - Chapter 9 Manchester region (covering the 10 • converted 30 bids with an economic impact of £26 local authorities million into confirmed business of Bolton, Bury, • booked £2.2 million of business through its Venue Manchester, Location and Accommodation Booking Services Oldham, • placed 12,000 accommodation bookings Rochdale, Salford, • increased the number of bids submitted by 16.5% Stockport, compared to 2007 Thameside, • increased the number of bids converted by 50% Trafford and over the same period Wigan). The Bureau has sought • achieved a 25% increase in economic impact to develop a series of strategic partnerships with key stakeholders including VisitBritain, Manchester Central, In 2019 Marketing Manchester published its ‘Greater the universities and the Manchester Hoteliers Association Manchester Business Visits and Events Strategy 2019- to increase the number of conferences hosted in Greater 2025’. To prepare the framework for this Strategy, Manchester and to maximise their economic benefit. Marketing Manchester held two workshops involving 75 business representatives from across the region. Conferences and business events hosted within Greater Through this process of engagement and consultation, Manchester during 2017 were worth £862 million to the ambition and business priorities of the sector were the economy. A further £430 million is projected to be identified and are reflected in the Strategy document. generated from delegates who will make a return visit VisitBritain’s Head of Business Events was also consulted for leisure purposes, many bringing partners and family to ensure that Manchester can take full advantage of with them. The sector supports over 35,000 jobs, with national opportunities. Insights of best global practice additional jobs being supported by those extending, or were sought from the Editor-in-Chief of ‘Conference returning, for leisure purposes. News’ magazine. A further consultation workshop with industry partners was held in November 2018 to gain Conference activity within Greater Manchester is feedback on the draft Strategy before publication of the generally focused around Manchester City Centre, final version. particularly Petersfield and Manchester Central, as well as The Quays. Key elements of the Strategy are set out below. The aim of the document is to outline the robust approach needed Manchester’s Convention Bureau identifies, bids for for Greater Manchester to realise its Vision, which is that: and successfully secures major conferences to Greater Manchester; works with professional conference By 2025, Greater Manchester will be a global destination organisers and venue contacts to secure and facilitate of choice for conferences aligned to Greater Manchester’s incoming business; and operates a venue sourcing service priority sectors; offering world class support to conference and a delegate accommodation service. organisers and a memorable experience for delegates.

The Bureau sits within Marketing Manchester and Our ambition is to grow business tourism earnings in is responsible for developing and supporting the Greater Manchester from £862 million in 2017 by 40% or destination’s conference and events activity conducted more by 2025, generating an additional £345 million to the under the ‘Great Minds Meet in Manchester’ brand. regional economy.

Marketing Manchester is responsible for promoting The strategy document describes a number of Focus areas Greater Manchester as a place to visit, invest, meet and which will be vital in achieving its Vision. These Focus 184

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areas (the Strategy document contains more background organisers a ‘Team Manchester’ approach information and detail than the summary in this report) • Engagement with Transport for Greater Manchester are: to develop a strong local transport offer for delegates Focus 1: Attracting More Conferences to Greater • A clear recruitment and recognition programme for Manchester Conference Ambassadors Priorities for Action: • Early engagement with new venues and hotels to The UK Events Report 2020 - Chapter 9 • Increased understanding of buyer decision-making gain their participation with the offer of incentives – capitalising on Manchester’s existing strengths and to ensure timely sign-up in order to include with a priority on ease of access, world-leading them in business tourism activity sector strengths and venue capacity • Maximise opportunities afforded by DCMS, other • Consistent business tourism messages to existing Government Departments and VisitBritain and emerging markets • Seek greater Ministerial advocacy and support • Investigate opportunities in China and India, as well • Develop airline partnerships as an increased presence in North America • ‘Piggy back’ on Group and Travel Trade activity By 2025 We Will Have: already taking place in these markets 1. A clear recruitment and recognition programme for • Develop a robust incentive offer to target part- Greater Manchester’s Conference Ambassadors conference / part-incentive groups 2. Worked in partnership with Transport for Greater • Increase promotion to delegates of opportunities to Manchester to create a delegate transport pass to extend their stay encourage visitors to travel further around the region • Re-focus on attracting national business 3. A robust ‘Team Manchester’ approach from bid particularly from the corporate market as this is inception to convention delivery shorter lead time and quicker wins • Increase on-territory activity with VisitBritain and Focus 3: Delivering a World Class Delegate Welcome local partners Priorities for Action • Gain sufficient resources required to deliver the agreed marketing activity • Develop a clear and compelling Delegate Welcome programme with adequate funding to promote and • Provide reassurance of Manchester as a safe deliver it destination • Consistent business tourism messages in the market to increase the profile of a delegate welcome within By 2025 We Will Have: the region 1. Delivered sustained marketing and • Increased collaboration of key stakeholders communications activity to promote awareness of • A memorable offer that creates a ‘buzz’ for Manchester as a major business tourism destination organisers and delegates 2. Developed a consistent business tourism message • Engagement of the wider business community which will provide a common narrative when the around larger conferences Convention Bureau and partners are promoting Greater Manchester By 2025 We Will Have: 3. Worked closely with the region’s bookable product and developed robust promotion detailing reasons 1. Developed an International Delegate Airport for delegates to extend their stay Arrivals programme with clear messages on the 4. Increased national association and corporate region’s offer for business tourism conference business coming into Greater 2. Developed a delegate transport pass in partnership Manchester. with TFGM 3. Developed a clear and compelling Delegate Focus 2: Collaboration Welcome programme with the collaboration and Priorities for Action buy-in from stakeholders • Increased partnership with stakeholders and strategic partners to demonstrate to conference 185

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Focus 4: Developing our Product By 2025 We Will Have: Priorities for Action 1. A robust process in place to connect organisers to • Connecting organisers with Manchester’s world- Manchester’s world-leading academics and business leading academics and businesses to assist with community keynote speaker opportunities 2. Fully capitalised on the city’s aspirations to be a • Strategic promotion of green credentials, corporate ‘Carbon Free City’ social responsibility (CSR) and sustainability 3. Developed two ‘home grown’ events, initially The UK Events Report 2020 - Chapter 9 messages about Manchester and its venues scoping the advanced manufacturing and digital • Developing a programme of ‘home grown’ events sectors • Exploration of a digital marketing piece for defined conference sectors i.e. corporate, association, The Strategy also contains sections on: incentive • Exploration around conference destination message • the importance of business tourism app for delegates or Bluetooth beacon messaging • Greater Manchester trends • Set out a programme of intelligence gathering, • a SWOT analysis monitoring and impact analysis • budget requirements for the delivery of the Strategy. To view the full strategy visit: http://www. marketingmanchester.com/resources/ 186 References

BEIS (2017, November). Industrial Strategy: the 5 ICCA (2015). Major Industry Trends & Strategic Issues foundations. Retrieved from https://www.gov.uk/ Impacting ICCA, p. 4. Document only accessible to government/publications/industrial-strategy-the- ICCA members. https://www.iccaworld.org/ foundations/industrial-strategy-the-5-foundations König , J. (2017). Welcome to the Revolution. The Cooke, P. (2019, March). Bed Taxes: comforting Iceberg. https://www.the-iceberg.org/welcome-to-the-

The UK Events Report 2020 - Chapter 9 funding stream or destination nightmare? Conference revolution/ & Meetings World, Issue 99, pp.41-45. Retrieved from https://view.joomag.com/conference-meetings-world- Tourism Alliance (2018, May). Briefing on Bed Tax. issue-99/0653815001552295460?short Retrieved from www.tourismalliance.com

Heeley, J. (2015, February). Urban Destination VisitBritain (2020). Events are GREAT campaign. For Marketing in Contemporary Europe – Uniting Theory further information www.visitbritain.org/business- and Practice. Channel View Publications events 187

CHAPTER 10 BUSINESS VISITS & EVENTS PARTNERSHIP / EVENTS INDUSTRY BOARD The UK Events Report 2020 - Chapter 10 10.1 Introduction Virginia Bottomley had started the the United Kingdom Events In the UK there are two over- work in preparation for the 1997 Industry arching bodies which seek to Conservative Party manifesto by b. Advance the interests, standing, represent and promote the interests asking the British Tourist Authority quality, sustainability and of the events sector to the widest (BTA) to submit a report on the growth of the United Kingdom possible communities. These bodies sector with recommendations. Events Industry are the Business Visits & Events c. Seek greater collaboration The original group convened under Partnership (BVEP) and the Events across the Events Industry the auspices of the BTA as the Industry Board (EIB). This chapter sectors on common issues describes the objectives, activities Business Tourism Partnership. The d. Forge close links with and memberships of these two name was changed to the Business Government departments, organisations. The chapter also gives Visits and Events Partnership in including devolved details of the All-Party Parliamentary March 2008 to relate to changes in Governments where possible, Group for Events (APPG). the remit of the sector and in the role of VisitBritain (formerly British via representation that can influence favourable policies 10.2 Business Visits & Events Tourist Authority). The Partnership towards the Industry. In Partnership became an industry-led body and independent of VisitBritain in 2011. particular, to maintain The Business Visits & Events strong relationships with key Partnership (BVEP) is an umbrella 10.2.2 BVEP Role sponsoring departments: organisation representing leading DCMS, DIT and BEIS trade and professional organisations, In October 2019 the members of the e. Seek a stronger link with the government departments/agencies Partnership adopted new Terms of Creative Industries and other and other significant influencers Reference and key points from these related sectors in the business visits and events are set out below: sector. BVEP and its partners and f. Encourage joint events supporting organisations have a Vision g. Increase the focus on shared interest in the economic BVEP’s vision is to support professionalism and skills benefit and growth of conferences, sustainable growth for the United development. meetings, exhibitions, trade fairs, Kingdom’s Events Industry. incentive travel, corporate hospitality, 10.2.3 BVEP Membership ceremonies, as well as other business, Mission Full membership of the BVEP sporting, cultural and festival events, BVEP’s mission is to support growth is open to all organisations or and including a range of additional across the entire sector via advocacy, representative bodies in the private, services provided to travellers and networking, collaboration and a public or voluntary sectors whose attendees at events. collective voice. primary activities are in the field of Events in the United Kingdom. 10.2.1 Background Objectives Membership also applies to The BVEP was formed in 1999 as BVEP’s objectives are to: international organisations with part of the Labour Party’s Tourism divisions or arrangements which Strategy to establish a standing group a. Operate an umbrella represent the interests of their to represent the business tourism organisation to represent, members in the United Kingdom. sector. Chris Smith was Secretary promote and further of State at Department of National the interest of member Heritage and Janet Anderson organisations involved in Minister of Tourism. 188

The BVEP Partners at the end of com competitive environment in order to 2019 were: • VisitEngland – www. attract, grow and create international events. • Association of British meetengland.com Professional Conference • VisitScotland – www. Organisers (ABPCO) – www. businessevents.visitscotland. In so doing, it will reinforce and abpco.org com assist the government’s objective of improving the UK’s world ranking • Association for Events for the staging of international Management Education Supporting government departments association meetings to become The UK Events Report 2020 - Chapter 10 (AEME) – www.aeme.org and agencies include: the leading European country for • Business Travel Association business events, conferences and • Department for Digital, (BTA) – www.thebta.org.uk congresses by 2025. Culture, Media and Sport • Core Cities – www.corecities. (DCMS) - https://www.gov. com uk/government/organisations/ This will have the effect of staging • Events Industry Alliance (EIA), department-for-digital-culture- in Britain a greater number of representing three bodies: media-sport high quality international events Association of Event Organisers which will deliver UK growth and • Department for International (AEO) – www.aeo.org.uk, prosperity through: Trade (DIT) - https://www.gov. Association of Event Venues uk/government/organisations/ h. Direct economic impact (AEV) – www.aev.org.uk, and department-for-international- generated by event and visitor the Event Supplier and Services trade spend Association (ESSA) – www. essa.uk.com i. Attracting overseas key Access to full BVEP information industry decision-makers to the • Events Industry Forum (EIF) is via the web site: www. UK, increasing opportunities – www.eventsindustryforum. businessvisitsandeventspartnership. for exports and investment for co.uk com UK businesses • Event Marketing Association j. Attracting leading academics (EMA) – www.ema-uk.com// and innovators • Event and Visual Communication k. Increasing year-round Association (EVCOM) – www. productivity within the UK evcom.org.uk tourism sector • HBAA – www.hbaa.org.uk l. Enhancing regional prosperity • International Congress and and sense of place. Convention Association (ICCA) – www.iccaworld.org The Events Industry Board focuses on: • London & Partners – www. conventionbureau.london 10.3 Events Industry Board • Implementing the UK • Meet in Ireland – www. Government’s ‘International meetinireland.com In March 2015 the government published its first Business Visits Business Events Action Plan • National Outdoor Events and Events Strategy. One of the (2019-2025)’ (see Chapter 4 Association (NOEA) – www. key commitments within this was of this report or visit: https:// noea.org.uk to create an Events Industry Board www.gov.uk/government/ • Professional Convention (EIB) to work with government on publications/international- Management Association fulfilling the objectives within the business-events-action-plan) (PCMA) – www.pcma.org strategy. The Events Industry Board • Supporting government in • Production Services is an industry-led board composed developing, implementing and Association (PSA) – www.psa. of individuals and representative evaluating policies designed org.uk organisations from the Events to grow the business events • Tourism Northern Ireland – Industry. industry as set out in its action www.tourismni.com plan • Visit Wales – www.visitwales. The Board is an advisory body which • Assisting the government in com/businessevents provides Ministers and Officials promoting the business evens • VisitBritain - www.visitbritain. with guidance and feedback on industry across the UK and org and www.eventsaregreat. how Britain may become a more to international buyers and 189

audiences 10.4 All-Party Parliamentary • Acting as a sounding board Group for Events and point of dialogue between Founded in 2012, the All-Party Ministers and the industry Parliamentary Group for Events • Communicating the views of (APPG) is a cross party group made the industry to government and up of members from both Houses of offering constructive challenge. Parliament, and acts as the industry’s voice in Westminster. The APPG

The Board has so far established two has been credited with the events The UK Events Report 2020 - Chapter 10 working groups to look at Talent and industry establishing far stronger Connectivity/Infrastructure. links with both Parliament and Government. Minutes of EIB meetings are freely accessible via the Business Visits and https://publications.parliament.uk/ Events Partnership website: www. For further information, visit: www. pa/cm/cmallparty/190102/events- businessvisitsandeventspartnership. gov.uk/groups/events-industry-board industry.htm com For further information please email: [email protected] 190 Appendix

Research and Market Intelligence events management and similar courses, the Directory Locating appropriate research and market intelligence also has a global relevance. As at December 2019 there on the events industry can sometimes be a challenge, were over 300 discrete items listed in the Directory – although there is a steadily increasing fund of useful each item includes details of the title, author, publisher, information available. Many sources of events market date published, a short description of key contents, and intelligence have been used in the compilation of this information on how to access.

The UK Events Report 2020 - Chapter 10 report and are detailed in the individual report chapters. This Appendix is intended as a pointer to some of the Other Useful Sources most useful sources. Other useful sources of research and market data include: BVEP Research and Resources Directory Joint Meetings Industry Council – https://www. A good starting point can be BVEP’s themeetingsindustry.org Research and Resources Directory (www. businessvisitsandeventspartnership.com/research-and- UFI The Global Association of the Exhibition Industry – publications/research-directory). This is a searchable https://www.ufi.org database of industry and academic research for the Incentive Research Foundation – www.theirf.org events sector. It lists reports, white papers, expert articles, industry guides and related materials. It also eventIMPACTS – www.eventimpacts.com/research includes other resources on events, especially books. UK Music - https://www.ukmusic.org New items are continually being added to the Directory. While the main focus is the inclusion of items that will VisitBritain - https://www.visitbritain.org/business- be of interest and benefit to UK events businesses and events-research-0 students/lecturers involved with university and college