Grass Roots Apr May 2015 Cuttings
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Transcript of Grass Roots Apr May 2015 Cuttings
PRESS CUTTINGS
Ru
nn
ing
th
e r
ace
fo
r ev
en
ts a
fte
r th
e L
on
do
n O
lym
pic
s L
ond
on a
nd
oth
er m
ajo
r U
K c
itie
s fa
ce a
tou
gh c
ha
llen
ge fr
om e
ven
ts d
esti
na
tion
s w
orld
wid
e
wh
ere
inve
stm
ent
in in
fra
stru
ctu
re a
nd
ven
ues
ha
s p
ush
ed a
hea
d
Sin
ce
th
e 2
01
2 L
on
do
n O
lym
pic
s,
the
UK
ha
s m
ov
ed
up
th
e g
lob
-
al
co
nfe
ren
ce
la
dd
er
an
d
ha
s
no
w b
rok
en
in
to t
he
to
p s
ix c
ity
de
sti
na
tio
ns
in
th
e w
orl
d f
or
ma
jor
as
-
so
cia
tio
n c
on
gre
ss
es
, a
cc
ord
ing
to
th
e
late
st
an
nu
al
sta
tis
tic
s r
ele
as
ed
by
th
e
Inte
rna
tio
na
l C
on
gre
ss
an
d C
on
ve
nti
on
As
so
cia
tio
n (
ICC
A).
In t
he
IC
CA
co
un
try
ra
nk
ing
s, t
he
UK
is
up
to
fo
urt
h,
pu
shin
g p
ast
Fra
nc
e t
o a
p-
pro
ac
h l
ea
de
rs t
he
Un
ite
d S
tate
s, G
erm
a-
ny
an
d S
pa
in.
Infr
as
tru
ctu
re i
s t
he
ke
y t
o r
un
nin
g a
su
cc
es
sfu
l e
ve
nt,
an
d t
he
Gu
lf S
tate
s a
nd
Ch
ina
ha
ve
hit
th
e h
ea
dli
ne
s f
or
inv
es
t -
me
nt
in t
ou
ris
m i
nfr
as
tru
ctu
re a
s n
ew
glo
ba
l m
ee
tin
gs
de
sti
na
tio
ns
sp
ran
g u
p
in D
ub
ai,
Ab
u D
ha
bi,
Qa
tar
an
d o
n t
he
Ch
ine
se
ma
inla
nd
.
No
w t
he
UK
ha
s t
he
Cro
ss
rail
, H
S2
an
d
HS
3 r
ail
lin
ks
all
se
t to
off
er
an
im
pro
ve
d
tra
ns
po
rt e
xp
eri
en
ce
fo
r d
ele
ga
tes
.
De
s
Mc
La
ug
hli
n,
div
isio
na
l d
ire
cto
r
at
Gra
ss
R
oo
ts
Me
eti
ng
s
an
d
Ev
en
ts,
sa
ys
: “
Infr
as
tru
ctu
re p
rog
ram
me
s m
us
t
do
ve
tail
wit
h e
ve
nt
pla
nn
ing
an
d l
og
is-
tic
s.
Fo
r th
e U
K t
o r
em
ain
a l
ea
de
r in
ho
sti
ng
e
ve
nts
, in
ve
stm
en
t n
ee
ds
to
co
nti
nu
e,
so
me
thin
g
tha
t c
an
o
nly
b
e
ac
hie
ve
d
if
tho
se
in
p
ow
er
tru
ly
un
-
de
rsta
nd
o
ur
ec
on
om
ic
imp
ac
t.
As
a
n
ind
us
try
we
ha
ve
th
e d
ata
an
d fi
gu
res
,
we
ju
st
ne
ed
to
be
be
tte
r a
t p
res
en
tin
g i
t
to p
oli
cy
ma
ke
rs.”
It i
s a
n i
nd
us
try
th
at
is e
sti
ma
ted
to
be
wo
rth
so
me
£4
0 b
illi
on
to
th
e U
K e
co
n-
om
y,
ac
co
rdin
g
the
B
us
ine
ss
V
isit
s
&
Ev
en
ts P
art
ne
rsh
ip,
an
d e
ve
n t
he
mo
st
co
ns
erv
ati
ve
es
tim
ate
s p
ut
a c
on
fere
nc
e
de
leg
ate
’s s
pe
nd
at
thre
e t
ime
s t
ha
t o
f a
leis
ure
to
uri
st.
It
is
an
u
ne
ve
n
pa
tte
rn
in
the
U
K,
wh
ere
th
os
e
do
wd
y
de
sti
na
tio
n
do
wa
-
ge
rs –
co
nfe
ren
ce
to
wn
s t
ha
t h
ad
th
eir
he
yd
ay
in
th
e 1
97
0s
wh
en
un
ion
s,
pro
-
fes
sio
na
l a
ss
oc
iati
on
s a
nd
po
liti
ca
l p
ar-
tie
s s
wa
rme
d t
o t
he
se
afr
on
t to
me
et,
no
t
bo
the
rin
g
mu
ch
a
bo
ut
retu
rn
on
th
eir
inv
es
tme
nt
– a
re n
ow
sc
ram
bli
ng
to
fin
d
the
fu
nd
s t
o f
res
he
n u
p t
he
ir v
en
ue
s.
tio
ns,
co
mp
are
d t
o t
he
UK
, b
ea
r o
ut
the
fac
t th
at
ap
ply
ing
fo
r a
UK
vis
a c
an
be
a
lab
ori
ou
s a
nd
oft
en
ex
pe
nsi
ve
ex
pe
rie
nc
e.
Th
e
UK
s
till
fa
lls
s
om
e
wa
y
off
th
e
pa
ce
se
t b
y t
he
Un
ite
d S
tate
s a
nd
Au
s-
tra
lia
w
he
re
bu
y-i
n
by
a
ca
de
mia
is
se
co
nd
na
ture
.
Th
e p
riz
es
are
big
fo
r d
est
ina
tio
ns
ge
t -
tin
g t
he
ir i
nfr
ast
ruc
ture
in
ve
stm
en
t, s
ub
-
ve
nti
on
fu
nd
ing
, te
ch
no
log
y a
nd
am
ba
s-
sad
or
pro
gra
mm
es
in l
ine
.
Th
e
Inte
rna
tio
na
l L
ive
r C
on
gre
ss
saw
mo
re
tha
n
10,0
00
d
ele
ga
tes
co
me
to
Lo
nd
on
in
20
14 –
th
e c
on
gre
ss’s
hig
he
st
ev
er
att
en
da
nc
e
–
wh
ile
th
e
Eu
rop
ea
n
So
cie
ty o
f P
ath
olo
gy
Co
ng
ress
in
Lo
nd
on
last
ye
ar
en
joy
ed
a 2
3 p
er
ce
nt
inc
rea
se i
n
att
en
da
nc
e c
om
pa
red
wit
h 2
013
in
Lis
bo
n.
Su
ch
me
eti
ng
s o
nly
be
ga
n t
o c
om
e t
o
the
UK
fo
llo
win
g t
he
co
nst
ruc
tio
n o
f a
n
Inte
rna
tio
na
l C
on
ve
nti
on
Ce
ntr
e a
t E
xc
el
Lo
nd
on
in
20
10.
Te
llin
gly
, th
e i
nv
est
me
nt
ca
me
fro
m A
bu
Dh
ab
i.
Th
e s
elf
-pro
cla
ime
d e
ve
nts
ca
pit
al
of
the
UK
, B
irm
ing
ha
m,
ha
s la
ck
ed
in
ve
stm
en
t a
t
its
fla
gsh
ip v
en
ue
, th
e N
ati
on
al
Ex
hib
itio
n
Ce
ntr
e o
r N
EC
. A n
ew
era
is
op
en
ing
fo
llo
w-
ing
co
nfi
rma
tio
n l
ast
mo
nth
of
the
co
un
cil
’s
sale
of
the
ve
nu
e c
om
ple
x t
o a
n i
nv
est
me
nt
arm
of
Llo
yd
s B
an
k f
or
£3
07
mil
lio
n.
Ca
mb
rid
ge
ha
s w
ork
ed
sm
art
ly t
o a
lig
n
its
scie
nti
fic
a
nd
p
ha
rma
ce
uti
ca
ls
re-
sea
rch
a
nd
d
ev
elo
pm
en
t c
lust
er
wit
h
a
ca
mp
aig
n
to
win
in
tern
ati
on
al
co
nfe
r -
en
ce
s. I
t is
an
eff
ort
th
at
ha
s se
en
it
rise
to
fift
h i
n t
he
UK
cit
y r
an
kin
gs,
ac
co
rdin
g t
o
ICC
A,
an
d i
n E
uro
pe
fro
m 9
5th
to
58
th.
It c
lea
rly
pa
ys
to p
ut
the
ac
ce
nt
on
wh
at
yo
u d
o b
est
ra
the
r th
an
go
in
to b
att
le o
n
pri
ce
. H
on
g
Ko
ng
a
nd
S
ing
ap
ore
h
av
e
he
ld t
he
ir g
rou
nd
as
spe
cia
list
te
ch
no
log
i -
ca
l h
ub
s in
Asi
a,
an
d c
on
tin
ue
to
in
no
va
te
in
co
nfe
ren
cin
g
rath
er
tha
n
att
em
pt
to
co
mp
ete
on
pri
ce
wit
h n
eig
hb
ou
rs T
ha
i -
lan
d w
he
re t
he
re i
s a
go
od
ev
en
ts b
usi
ne
ss
in t
he
in
ce
nti
ve
s tr
av
el
nic
he
.
UK
d
est
ina
tio
ns
see
m
reti
ce
nt
to
ha
r-
ne
ss
the
p
ow
er
of
so-c
all
ed
su
bv
en
tio
n
fun
din
g t
o a
ttra
ct
the
big
co
nv
en
tio
n fi
sh.
Th
e v
ery
wo
rd “
sub
ve
nti
on
” m
ay
sa
il t
oo
clo
se t
o t
he
re
ac
h o
f th
e B
rib
ery
Ac
t fo
r
som
e a
nd
ev
en
th
ose
wh
o u
se i
t –
or
“b
id
fun
din
g”
as
co
nfe
ren
ce
bu
rea
us
pre
fer
it t
o
be
ca
lle
d –
do
no
t sh
ou
t a
bo
ut
it.
Sm
all
in
-
ve
stm
en
ts i
n p
utt
ing
on
a w
elc
om
e p
art
y
fro
m t
he
ma
yo
r o
r o
ffe
rin
g a
tra
ve
lca
rd f
or
de
leg
ate
s o
n a
cit
y’s
tra
nsp
ort
sy
ste
m c
an
ma
ke
a b
ig d
iffe
ren
ce
to
ev
en
t o
rga
nis
ers
.
PA
UL
CO
LS
TO
N
GL
OB
AL
DE
ST
IN
AT
IO
NS
Su
ch
p
ac
ka
ge
s a
re
no
t c
om
mo
np
lac
e
in t
he
UK
, y
et
the
y f
orm
th
e c
ore
of
ma
r -
ke
tin
g
stra
teg
y
for
ma
ny
in
tern
ati
on
al
bu
sin
ess
to
uri
sm
bo
ard
s,
inc
lud
ing
th
e
Th
ai
Co
nv
en
tio
n a
nd
Ex
hib
itio
n B
ure
au
,
wh
ich
off
ers
ha
rd c
ash
– u
p t
o o
ne
mil
lio
n
ba
ht
(£19
,00
0)
– i
f c
on
fere
nc
e o
rga
nis
ers
me
et
ce
rta
in c
on
dit
ion
s, i
nc
lud
ing
de
le-
ga
te n
um
be
rs.
If y
ou
ca
n’t
sp
lash
th
e c
ash
, re
du
ce
th
e
risk
. G
lasg
ow
ha
s d
ev
elo
pe
d a
tra
il-b
laz
-
ing
p
oli
cy
o
f ri
sk-s
ha
rin
g
wit
h
the
c
ity
bu
rea
u a
nd
th
e S
co
ttis
h E
xh
ibit
ion
an
d
Co
nfe
ren
ce
Ce
ntr
e o
ffe
rin
g t
o t
ak
e a
hit
on
ve
nu
e r
en
tal
fee
s if
de
leg
ate
nu
mb
ers
go
do
wn
. T
his
po
lic
y g
ive
s m
ore
in
ce
nti
ve
for
inc
rea
sed
jo
int
eff
ort
s in
bo
ost
ing
de
l -
eg
ate
nu
mb
ers
an
d,
no
do
ub
t, b
oo
sts
or-
ga
nis
ers
’ c
on
fid
en
ce
in
th
e p
roc
ess
.
Oth
er
va
ria
ble
s th
at
ca
n b
e c
on
tro
lle
d
inc
lud
e
tax
es
an
d
vis
a
rest
ric
tio
ns.
M
r
Mc
La
ug
hli
n c
om
me
nts
: “
Tru
e,
ou
r V
AT
is
fair
ly h
igh
, b
ut
ma
ny
in
tern
ati
on
al
bu
si-
ne
sse
s c
an
re
cla
im t
his
. B
ut
I d
o t
hin
k t
he
go
ve
rnm
en
t n
ee
ds
urg
en
tly
to
re
vie
w v
isa
ag
ree
me
nts
wit
h C
hin
a –
as
the
wo
rld
’s
mo
st p
op
ulo
us
co
un
try
an
d a
n e
co
no
mic
po
we
rho
use
, e
ve
ryth
ing
w
e
do
to
m
ak
e
the
ir t
rav
el
ha
rde
r to
th
e U
K r
ed
uc
es
bu
si-
ne
ss o
pp
ort
un
itie
s.”
Th
ere
is
a
lwa
ys
an
oth
er
co
nv
en
tio
n
cit
y w
ait
ing
to
off
er
a s
mo
oth
er
we
lco
me
.
Hig
he
r C
hin
ese
an
d R
uss
ian
vis
ito
r n
um
-
be
rs
to
Fra
nc
e
an
d
oth
er
Sc
he
ng
en
n
a-
Sh
are t
his
artic
le o
n s
ocia
l
med
ia v
ia r
aco
nte
ur.
ne
t
NU
MB
ER
OF
ME
ET
ING
S
RA
NK
US
Sp
ain
Brazil
Netherla
nd
s§
France
Italy
Chin
a
Germ
any
UK
Jap
an
831
57
8
29
1
30
7
533
452
332
659
54
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1
3
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9
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2
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8
TOP TEN ICCA CIT
Y R
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G A
ND N
UMBER O
F M
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GS
ICCA CITY RANKIN
G A
ND N
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F M
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1
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2
14
2
Vie
nn
a
20
2
3
Mad
rid
2
00
4
Be
rlin
19
3
5
Barce
lon
a
18
2
6
Lo
nd
on
16
6
7
Sin
gap
ore
14
2
8
Am
ste
rd
am
13
3
9
Istan
bu
l 13
0
10
P
rag
ue
18
8
11
Bru
sse
ls
112
12
L
isb
on
10
9
13
C
op
en
hag
en
10
5
14
B
eijin
g
10
4
15
S
eo
ul
99
16
H
on
g K
on
g
98
17
B
ud
ap
est
97
17
R
om
e
97
19
S
to
ckh
olm
9
5
20
Taip
ei
92
Fo
r th
e U
K t
o r
em
ain
a lead
er
in h
osti
ng
even
ts, in
vestm
en
t
need
s t
o c
on
tin
ue,
so
meth
ing
th
at
can
on
ly b
e a
ch
ieved
if t
ho
se in
po
wer
tru
ly u
nd
ers
tan
d o
ur
eco
no
mic
im
pact
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SIN
ES
S E
VE
NT
S |
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Gro
up
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en
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In
ce
nti
ve
s?
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Co
ntr
ol
yo
ur
bu
dg
et
wit
h t
he
all
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clu
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ce
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su
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Wh
y b
oo
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fere
nc
e r
oo
m?
WHEN Y
OU C
AN B
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RESORT
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at’s
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lub
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d P
acka
ge
Pre
miu
m
acco
mm
od
atio
n
Inte
rnat
ional
full-
bo
ard
go
urm
et
cuis
ine
Unlim
ited
dri
nks
an
d r
efr
esh
ments
Meeti
ng
fac
iliti
es
Ove
r 60 la
nd
and
w
ater
spo
rt a
ctiv
itie
s
GR
OU
PS A
ND
IN
CE
NT
IVE
S
Ba
ckin
g t
he
UK
’sev
ent
org
an
iser
s
Th
e U
K’s
eve
nts
in
du
stry
is
wel
l p
lace
d t
o
bo
ost
its
co
ntr
ibu
tio
n t
o t
he
eco
no
my,
bu
t
cha
llen
ges
rem
ain
Th
e
UK
e
ve
nts
ind
us
try
c
ur -
ren
tly
d
e-
liv
ers
a h
ea
lth
y £
42
bil
lio
n t
o t
he
Bri
t -
ish
e
co
no
my
, b
ut
the
re
is
sc
op
e
for
furt
he
r g
row
th.
Ac
co
rdin
g
to
the
All
-Pa
rty
P
arl
ia-
me
nta
ry
Gro
up
fo
r
the
UK
Ev
en
ts I
nd
us
-
try
, th
e
se
cto
r w
ill
be
wo
rth
an
es
tim
ate
d £
48
.4
bil
lio
n b
y 2
02
0,
wit
h a
lmo
st
80
pe
r c
en
t c
om
ing
fro
m c
on
fere
nc
es
, e
x-
hib
itio
ns
an
d t
rad
e s
ho
ws
.
Bu
t p
erc
eiv
ed
b
arr
iers
to
g
row
th
ex
ist.
B
roa
dly
s
pe
ak
ing
th
es
e
inc
lud
e
the
ab
ilit
y t
o r
em
ain
co
mp
eti
tiv
e o
n a
glo
ba
l s
ca
le,
thin
kin
g b
ey
on
d L
on
do
n,
an
d h
av
ing
th
e i
nfr
as
tru
ctu
re a
nd
fle
xi -
ble
, s
kil
led
wo
rkfo
rce
in
pla
ce
to
s
up
po
rt
reg
ion
al
ve
nu
es
, in
-
no
va
tio
n
an
d
cre
a-
tiv
ity
.
Alo
ng
sid
e
oth
er
tra
de
bo
die
s,
the
As
-
so
cia
tio
n
of
Ev
en
t
Org
an
ise
rs
(AE
O)
is
wo
rkin
g w
ith
th
e D
e-
pa
rtm
en
t fo
r C
ult
ure
,
Me
dia
& S
po
rt (
DC
MS
) a
nd
UK
Tra
de
an
d
Inv
es
tme
nt
on
a
b
us
ine
ss
v
isit
s
an
d e
ve
nts
str
ate
gy
.
Th
e n
ex
t im
po
rta
nt
ste
p i
s t
he
fo
rma
-
tio
n o
f a
DC
MS
ev
en
ts i
nd
us
try
bo
ard
to
ad
dre
ss
ho
w w
e c
an
wo
rk t
og
eth
er,
su
p-
po
rte
d b
y n
ew
Cu
ltu
re S
ec
reta
ry J
oh
n
Wh
itti
ng
da
le,
to o
ve
rco
me
pro
ble
ms
.
Th
e W
orl
d E
co
no
mic
Fo
rum
’s r
ec
en
t -
ly r
ele
as
ed
Tra
ve
l a
nd
To
ur
ism
Co
mp
et-
itiv
en
ess
Re
po
rt
sh
ow
s
tha
t,
alt
ho
ug
h
the
U
K
reta
ins
o
ve
rall
fi
fth
p
os
itio
n,
we
are
pla
ce
d s
ec
on
d t
o l
as
t o
ut
of
141
co
un
trie
s w
he
n i
t c
om
es
to
pri
ce
co
m-
pe
titi
ve
ne
ss
, la
rge
ly
du
e
to
av
iati
on
an
d f
ue
l ta
xa
tio
n.
Vis
a c
os
ts
an
d
pro
ce
ss
ti
me
s
als
o
ne
ed
ad
dre
ss
ing
.
By
h
os
tin
g
the
Oly
mp
ics
a
nd
C
om
-
mo
nw
ea
lth
G
am
es
,
the
U
K
ha
s
pro
ve
d
it c
an
pu
t o
n l
arg
e-
sc
ale
e
ve
nts
. B
ut,
if
we
a
re
to
rem
ain
co
mp
eti
tiv
e,
a
ca
mp
us
s
tyle
v
en
ue
,
sim
ila
r to
an
Oly
mp
ic v
il-
lag
e,
wh
ich
ca
n h
os
t w
orl
d-
cla
ss
co
ng
res
se
s w
ith
on
sit
e a
c-
co
mm
od
ati
on
, h
os
pit
ali
ty,
ex
hib
itio
n
sp
ac
e
an
d
co
nfe
ren
ce
s
uit
es
, s
ho
uld
be
co
ns
ide
red
.
In
rep
res
en
tin
g
the
e
ve
nts
in
du
str
y
in t
he
UK
, w
e a
re n
ot
so
lely
co
nc
ern
ed
wit
h
Lo
nd
on
. W
ith
fi
rst-
cla
ss
tr
an
s-
po
rt n
etw
ork
s,
ve
nu
e a
cc
es
sib
ilit
y a
nd
av
ail
ab
ilit
y,
oth
er
ma
jor
cit
ies
a
rou
nd
co
uld
be
in
a p
os
itio
n
to t
ak
e a
la
rge
r s
lic
e
of
the
pie
.
Fo
rme
r E
uro
pe
an
ca
pit
als
o
f c
ult
ure
Gla
sg
ow
a
nd
L
ive
r -
po
ol
are
b
oth
g
oo
d
ex
am
ple
s
of
wh
ere
inv
es
tme
nt
ha
s
he
lpe
d
reg
ion
al
cit
ies
a
ttra
ct
glo
ba
l
ev
en
ts.
Th
ere
are
als
o b
us
ine
ss
-se
cto
r
clu
ste
rs
in
cit
ies
s
uc
h
as
A
be
rde
en
,
Ca
mb
rid
ge
a
nd
R
ea
din
g
wh
ich
a
re
we
ll-k
no
wn
su
cc
es
s s
tori
es
fo
r th
e o
il,
life
sc
ien
ce
s a
nd
te
ch
no
log
y i
nd
us
trie
s.
It’s
c
lea
r th
e
ev
en
ts
ind
us
try
h
as
mu
ch
to
off
er
the
UK
, b
oth
in
te
rms
of
inw
ard
in
ve
stm
en
t a
nd
ov
ers
ea
s e
xp
an
-
sio
n.
In f
ac
t, b
us
ine
ss
ge
ne
rate
d a
bro
ad
fro
m A
EO
me
mb
er
ex
hib
itio
n o
rga
nis
-
ers
alr
ea
dy
re
pre
se
nts
£1.
91
bil
lio
n.
It i
s
ou
r jo
b t
o m
ak
e s
ure
th
e f
utu
re o
f th
e
UK
ex
hib
itio
ns
an
d e
ve
nts
in
-
du
str
y r
em
ain
s b
uo
ya
nt.
OP
INIO
NC
OL
UM
N
CH
RIS
SK
EIT
H
Ch
ief
exe
cu
tive, A
sso
cia
tio
n
of
Eve
nts
Org
an
ise
rs
Do
yo
ur
me
eti
ng
s a
nd
ev
en
ts
rea
lly
ma
ke
go
od
bu
sin
ess
se
nse
?W
ith
th
e ri
ght
stra
tegy
an
d t
ech
nol
ogy
in p
lace
, bri
ngi
ng
cust
omer
s a
nd
sta
ff t
oget
her
ca
n d
rive
sa
vin
gs a
nd
effici
enci
es a
cro
ss a
bu
sin
ess
Wit
h
inc
rea
sin
g
pre
ssu
re
on
c
orp
ora
te
spe
nd
ing
, it
ha
s n
ev
er
be
en
m
ore
im
-
po
rta
nt
to
ex
ce
ed
e
xp
ec
-
tati
on
s w
he
n y
ou
ho
ld a
bu
sin
ess
ev
en
t.
An
d t
ha
t’s
no
t ju
st i
n t
erm
s o
f d
eli
ve
rin
g
a f
an
tast
ic p
rog
ram
me
an
d g
rea
t d
ele
ga
te
ex
pe
rie
nc
e,
bu
t a
lso
fro
m a
co
st a
nd
bu
si-
ne
ss-r
esu
lts
pe
rsp
ec
tiv
e.
Be
yo
nd
wo
win
g d
ele
ga
tes,
to
ju
stif
y i
ts
ve
ry e
xis
ten
ce
, th
e a
nn
ua
l A
do
be
Su
mm
it,
wh
ere
m
ore
th
an
5
,00
0
ma
rke
tin
g
an
d
tec
hn
olo
gy
le
ad
ers
e
xp
lore
th
e
late
st
too
ls a
nd
tre
nd
s in
dig
ita
l m
ark
eti
ng
, a
lso
ne
ed
s to
pro
ve
its
va
lue
to
th
e b
usi
ne
ss i
n
dri
vin
g a
ta
ng
ible
re
turn
on
in
ve
stm
en
t.
By
in
tro
du
cin
g
a
tec
hn
olo
gy
-le
d
stra
te-
gic
m
ee
tin
gs
ma
na
ge
me
nt
pro
gra
mm
e,
Ad
ob
e h
as
be
en
ab
le t
o c
ust
om
ise
co
n-
ten
t, b
rea
k d
ow
n l
og
isti
ca
l b
arr
iers
, a
nd
use
de
tail
ed
re
po
rtin
g m
etr
ics
to l
ink
ba
ck
to r
ev
en
ue
go
als
an
d s
ale
s o
pp
ort
un
itie
s.
“By
tra
ck
ing
att
en
de
e p
art
icip
ati
on
, w
e
ca
n l
ea
rn w
ha
t p
rod
uc
ts t
he
y’r
e i
nte
rest
-
ed
in
a
nd
p
rov
ide
th
at
info
rma
tio
n
di-
rec
tly
to
th
e s
ale
s te
am
,” s
ay
s M
ike
Sti
les,
Ad
ob
e’s
se
nio
r c
orp
ora
te e
ve
nts
ma
na
ge
r.
So
it’
s n
o w
on
de
r th
at
str
ate
gic
me
et -
ing
s
ma
na
ge
me
nt
ha
s
be
co
me
a
n
in-
cre
as
ing
ly
ho
t to
pic
a
mo
ng
c
orp
ora
te
ev
en
t o
rga
nis
ers
, a
nd
no
t ju
st
for
ex
ter -
na
l m
ee
tin
gs
a
nd
c
on
fere
nc
es
, b
ut
for
inte
rna
l g
ath
eri
ng
s t
oo
.
“It’
s th
e c
on
soli
da
tio
n a
nd
au
tom
ati
on
of
the
my
ria
d o
f sy
ste
ms
an
d p
roc
ess
es
tha
t a
re
req
uir
ed
to
e
xe
cu
te
co
rpo
rate
me
eti
ng
s a
nd
ev
en
ts,
an
d t
he
ass
oc
iate
d
tra
ve
l re
qu
ire
me
nts
su
cc
ess
full
y,”
sa
ys
An
tho
ny
Mil
ler,
ch
ief
ma
rke
tin
g o
ffic
er
at
La
ny
on
, A
do
be
’s s
tra
teg
ic m
ee
tin
gs
ma
n-
ag
em
en
t p
rov
ide
r.
“T
he
c
urr
en
t a
pp
roa
ch
te
nd
s to
b
e
ma
nu
al,
in
effi
cie
nt
an
d
ex
tra
ord
ina
rily
ex
pe
nsi
ve
. T
he
ri
gh
t st
rate
gy
p
art
ne
red
wit
h t
he
la
test
te
ch
no
log
y c
an
au
tom
ate
tho
se
pro
ce
sse
s,
imp
rov
e
the
v
alu
e
of
in-p
ers
on
me
eti
ng
s a
nd
pro
vid
e g
rea
t o
ut -
co
me
s. T
he
co
mp
an
ies
we
ha
ve
wo
rke
d
wit
h h
av
e s
av
ed
up
to
25
pe
r c
en
t o
n t
he
ir
me
eti
ng
s sp
en
d
an
d
cu
t ti
me
sp
en
t o
n
ma
nu
al
task
s b
y u
p t
o 9
0 p
er
ce
nt.
”
Me
an
wh
ile
, re
ce
nt
ind
ep
en
de
nt
re-
sea
rch
in
to
La
ny
on
’s
cu
sto
me
rs
by
Ho
bso
n
&
Co
mp
an
y
pu
ts
the
a
ve
rag
e
retu
rn
on
a
th
ree
-ye
ar
inv
est
me
nt
into
a
stra
teg
ic
me
eti
ng
s m
an
ag
em
en
t p
ro-
gra
mm
e t
o b
e 2
51
pe
r c
en
t. A
nd
th
at’
s g
ot
to b
e e
no
ug
h t
o g
et
ev
en
th
e m
ost
sc
ep
ti-
ca
l b
usi
ne
sse
s in
tere
ste
d.
de
ve
lop
me
nt.
Be
ing
cle
ar
on
se
rvic
es,
in
an
d o
ut
of
sc
op
e,
is a
lso
im
po
rta
nt.
“Ad
din
g c
on
sis
ten
cy
ac
ros
s a
rea
s su
ch
as
pa
ym
en
t, p
roc
es
s, s
erv
ice
le
ve
ls a
nd
risk
m
an
ag
em
en
t w
ill
ma
ke
th
e
pro
-
gra
mm
e a
nd
re
turn
on
in
ve
stm
en
t e
asi
er
to m
ea
sure
. K
ee
p i
t si
mp
le i
n o
rde
r to
en
-
co
ura
ge
us
e a
nd
ad
op
tio
n.”
An
oth
er
fea
r fa
cto
r is
th
e l
ev
el
of
in-
ve
stm
en
t re
qu
ire
d t
o l
au
nc
h a
str
ate
gic
me
eti
ng
s m
an
ag
em
en
t p
rog
ram
me
. T
his
ca
n v
ary
de
pe
nd
ing
on
nu
mb
er,
siz
e,
lo-
ca
tio
n a
nd
co
mp
lex
ity
of
ev
en
ts h
eld
, b
ut
as
La
ny
on
’s r
es
ea
rch
sh
ow
s, r
etu
rn o
n i
n-
ve
stm
en
t sh
ou
ld m
ore
th
an
co
mp
en
sa
te
for
on
go
ing
co
st.
“T
he
le
ve
l o
f in
ve
stm
en
t c
an
be
ma
r -
gin
al
by
sta
rtin
g o
ff w
ith
a s
ma
ll m
ee
t-
ing
s te
ch
no
log
y
so
luti
on
th
at
ca
n
be
sc
ale
d i
nto
a l
arg
er
mo
re c
om
pre
he
nsi
ve
str
ate
gic
m
ee
tin
gs
ma
na
ge
me
nt
pro
-
gra
mm
e,”
M
r M
ille
r a
dv
ise
s.
“T
he
k
ey
he
re i
s s
ca
lab
ilit
y.
Yo
ur
tec
hn
olo
gy
pa
rt-
ne
r sh
ou
ld b
e r
ea
dy
to
sc
ale
up
wh
en
yo
u
are
, w
hic
h i
nc
lud
es
the
op
tio
n a
nd
ab
ili -
ty t
o g
lob
ali
se
.”
Of
co
urs
e,
cru
cia
l to
ju
sti
fyin
g i
nv
es
t -
me
nt
is m
ea
suri
ng
its
re
turn
, w
hic
h h
is-
tori
ca
lly
ha
s p
rov
ed
a c
ha
lle
ng
e f
or
ev
en
t
org
an
ise
rs.
Ho
we
ve
r, s
tra
teg
ic m
ee
tin
gs
ma
na
ge
me
nt
tec
hn
olo
gy
is
go
od
at
jus
ti-
fyin
g i
ts e
xis
ten
ce
.
“It’
s a
ll
ab
ou
t se
ttin
g
cle
ar
ob
jec
tiv
es
at
the
ou
tse
t,”
say
s M
r M
ille
r. “
Re
turn
on
inv
est
me
nt
ca
n b
e m
ea
sure
d b
y u
sin
g k
ey
da
ta e
lem
en
ts e
xtr
ap
ola
ted
fro
m t
he
bu
si-
ne
ss i
nte
llig
en
ce
ga
the
red
by
th
e t
ec
hn
ol-
og
ies
use
d t
o o
pe
rate
th
e s
tra
teg
ic m
ee
t-
ing
s m
an
ag
em
en
t p
rog
ram
me
. T
he
ke
y i
s
to u
se t
he
rig
ht
da
ta e
lem
en
ts w
hic
h m
ap
to t
he
str
ate
gic
mil
est
on
es
an
d k
ey
pe
r -
form
an
ce
in
dic
ato
rs t
ha
t a
re i
de
nti
fie
d i
n
ad
va
nc
e o
f th
e p
rog
ram
me
la
un
ch
.”
Be
tte
r,
mo
re
effi
cie
nt
me
eti
ng
s in
-
cre
as
e e
ng
ag
em
en
t w
ith
cu
sto
me
rs a
nd
em
plo
ye
es,
d
riv
ing
s
ale
s a
nd
b
oo
sti
ng
pe
rfo
rma
nc
e.
Me
an
wh
ile
, th
e
co
st
sa
v-
ing
s th
rou
gh
sm
art
er
ev
en
t o
rga
nis
ati
on
an
d t
rav
el
pla
nn
ing
ca
n g
row
re
ve
nu
es
an
d p
rofi
tab
ilit
y.
Wh
at’
s m
ore
, in
cre
as
ed
effi
cie
nc
ies
imp
rov
e
em
plo
ye
e
tim
e
ma
na
ge
me
nt,
d
riv
ing
u
p
pro
du
cti
vit
y.
Th
is m
ea
ns
ge
ttin
g a
firm
, s
tra
teg
ic g
rip
on
m
ee
tin
gs
an
d
ev
en
ts
ma
na
ge
me
nt
ma
ke
s g
oo
d b
usi
ne
ss
se
ns
e.
Or
as
Mr
Mil
ler
pu
ts i
t: “
Wh
at
wa
s o
nc
e
a n
ice
-to
-ha
ve
, h
as
no
w b
ec
om
e a
mu
st-
ha
ve
fo
r e
ve
ry o
rga
nis
ati
on
.”
Fro
m a
co
st-s
av
ing
an
d e
ffic
ien
cy
pe
r -
spe
cti
ve
, st
rate
gic
me
eti
ng
s m
an
ag
em
en
t
is v
ery
mu
ch
ab
ou
t e
xa
min
ing
an
d a
na
-
lysi
ng
h
isto
ric
al
da
ta,
ac
co
rdin
g
to
De
s
Mc
La
ug
hli
n,
div
isio
na
l d
ire
cto
r a
t G
rass
Ro
ots
Me
eti
ng
s a
nd
Ev
en
ts.
“It’
s a
bo
ut
ex
am
inin
g
ho
w
mu
ch
y
ou
spe
nd
, w
he
re a
nd
wh
y,”
he
sa
ys.
“C
an
yo
u
lev
era
ge
so
me
of
tho
se c
ost
s m
ore
eff
ec
-
tiv
ely
, su
ch
as
by
mo
vin
g c
ert
ain
ev
en
ts?
In f
ac
t, y
ou
mig
ht
dis
co
ve
r a
n e
ve
nt
ne
ed
s
mo
vin
g n
ot
be
ca
use
of
co
st,
bu
t d
ue
to
de
leg
ate
tra
ve
l ti
me
an
d s
o o
n.
On
ce
th
e
info
rma
tio
n s
tart
s to
flo
w, t
he
po
ssib
ilit
ies
are
en
dle
ss,
an
d t
he
re
lati
on
ship
be
twe
en
cli
en
t a
nd
st
rate
gic
m
ee
tin
gs
ma
na
ge
-
me
nt
pa
rtn
er
ca
n g
row
ex
po
ne
nti
all
y.”
Th
is
pro
ce
ss
d
ire
ctl
y
aff
ec
ts
the
de
leg
ate
e
xp
eri
en
ce
b
y
str
ea
mli
nin
g
ev
en
t o
rga
nis
ati
on
. M
ea
nw
hil
e,
in-
tro
du
cin
g
sta
te-o
f-th
e-a
rt
so
ftw
are
to
imp
rov
e t
he
ev
en
t it
se
lf,
fro
m r
eg
istr
a-
tio
n s
olu
tio
ns
to
att
en
de
e e
ng
ag
em
en
t
so
ftw
are
, s
uc
h
as
in
tera
cti
on
to
ols
an
d
mo
bil
e
ap
ps
, a
dd
s
furt
he
r v
alu
e
be
yo
nd
co
st
sa
vin
gs
.
IAN W
HITELING
ST
RA
TE
GIC
ME
ET
ING
S M
AN
AG
EM
EN
T
fac
tor
for
a
stra
teg
ic
me
eti
ng
s m
an
ag
e-
me
nt
pro
gra
mm
e t
o s
uc
ce
ed
. If
yo
u d
on
’t
ha
ve
th
e r
igh
t le
ve
l o
f b
uy
-in
fro
m t
he
to
p,
co
up
led
wit
h t
he
rig
ht
sta
ke
ho
lde
r su
p-
po
rt,
yo
ur
pro
gra
mm
e w
ill
stru
gg
le t
o g
et
off
th
e g
rou
nd
.”
Glo
ba
l o
rga
nis
ati
on
s te
nd
to
ha
ve
dis
pa
-
rate
te
am
s o
rga
nis
ing
v
ari
ou
s m
ee
tin
gs.
Str
ate
gic
me
eti
ng
s m
an
ag
em
en
t b
rin
gs
all
this
un
de
r o
ne
ro
of
an
d p
eo
ple
ca
n fi
nd
it
ha
rd t
o le
t g
o u
nle
ss a
ma
nd
ate
is is
sue
d d
e-
ma
nd
ing
co
mp
lia
nc
e. C
on
seq
ue
ntl
y, w
he
n
co
nsi
de
rin
g i
mp
lem
en
tin
g a
pro
gra
mm
e,
Am
an
da
H
an
lin
, d
ire
cto
r o
f g
lob
al
sale
s
for
HR
G M
ee
tin
gs,
Gro
up
s a
nd
Ev
en
ts, r
ec
-
om
me
nd
s sp
en
din
g a
la
rge
pe
rce
nta
ge
of
tim
e a
nd
th
ou
gh
t o
n m
ess
ag
ing
re
ga
rdin
g
ch
an
ge
– w
ha
t is
go
ing
to
ha
pp
en
, h
ow
is
it
be
ne
fiti
ng
th
e o
rga
nis
ati
on
an
d w
ha
t p
art
em
plo
ye
es
ne
ed
to
pla
y.
“B
e
min
dfu
l o
f c
ult
ure
a
nd
m
ark
et
se
nsi
tiv
itie
s –
so
me
co
un
trie
s w
ill
ne
ed
a s
lig
htl
y d
iffe
ren
t a
pp
roa
ch
,” s
he
sa
ys.
“Ap
po
inti
ng
th
e
rig
ht
sup
pli
er,
a
lig
ne
d
wit
h
the
ri
gh
t te
ch
no
log
y,
wil
l e
nsu
re
the
pro
gra
mm
e r
ec
eiv
es
mo
me
ntu
m a
nd
Adobe S
ummit 2015
Alt
ho
ug
h
stra
teg
ic
me
eti
ng
s m
an
ag
e-
me
nt
ca
n,
in
the
ory
, b
e
ap
pli
ed
to
a
ny
org
an
isa
tio
n a
nd
an
y s
ize
of
co
nfe
ren
ce
pro
gra
mm
e,
Mr
Mc
La
ug
hli
n
say
s it
’s
mo
st e
ffe
cti
ve
wit
h b
usi
ne
sse
s sp
en
din
g
on
ev
en
ts i
n e
xc
ess
of
£2
mil
lio
n a
ye
ar.
Ho
we
ve
r, t
he
re a
re t
wo
ma
jor
ba
rrie
rs t
o
ad
op
tio
n
–
aw
are
ne
ss
of
spe
nd
ing
a
nd
co
rpo
rate
cu
ltu
re.
“Mo
st
co
mp
an
ies
do
n
ot
full
y
rea
lise
the
le
ve
l o
f in
ve
stm
en
t th
ey
are
ma
kin
g
in m
ee
tin
gs,
ev
en
ts a
nd
tra
ve
l,”
say
s L
an
-
yo
n’s
Mr
Mil
ler,
wh
ile
Mr
Mc
La
ug
hli
n i
n-
sist
s: “
Bu
y-i
n i
s th
e s
ing
le m
ost
im
po
rta
nt
Buy-i
n b
y s
enio
r
manag
em
ent
and
sta
keho
lders
is t
he
sin
gle
mo
st
imp
ort
ant
facto
r fo
r a s
trate
gic
meeti
ng
s m
anag
em
ent
pro
gra
mm
e t
o s
ucceed
The e
vents
ind
ustr
y
has m
uch t
o o
ffer
the
UK
, b
oth
in t
erm
s o
f
inw
ard
investm
ent
and
overs
eas e
xp
ansio
n
Sh
are t
his
artic
le o
n s
ocia
l
med
ia v
ia raconteur.net
Reaso
ns f
or
imp
lem
en
tin
g
strateg
ic m
eetin
gs
man
ag
em
en
t
Source: MPI Meetings 2014
81.7
%
Co
st-savin
gs
59
.8%
Go
od
co
mm
unic
atio
n o
f
practic
es a
cro
ss
the o
rg
anis
atio
n
56
.2%
V
isib
ilit
y/
transp
arency
54
.9%
In
creased
pro
ductiv
ity
55
.6%
Imp
roved
valu
e
of
meetin
gs
manag
em
ent
An
ev
en
be
tte
r e
ve
nt,
wh
ate
ve
r th
e e
ve
nt.
Yo
u a
nd
Cv
en
t.
To
tal c
on
tro
l.
As
an
eve
nt
ma
na
ge
r, I fo
un
d k
ee
pin
g a
ll m
y
pla
tes
spin
nin
g a
co
nst
an
t ch
alle
ng
e.
Un
til I
dis
co
ve
red
Cve
nt.
Cve
nt
is a
fa
nta
stic
on
line
ma
na
ge
me
nt
pla
tfo
rm w
hic
h h
an
dle
s e
ve
ry s
tag
e
of
my e
ve
nts
, w
ha
teve
r th
e e
ve
nt
– f
rom
a s
imp
le s
em
ina
r to
a h
ug
e c
on
fere
nce
.
It’s
so
ea
sy t
o u
se a
nd
ma
ke
s m
e
fee
l in
to
tal c
on
tro
l.
Dis
co
ve
r h
ow
Cve
nt
ca
n d
o t
he
sam
e f
or
yo
u a
t
cvent.com/youandcvent
cve
nt.
com
/yo
ua
nd
cve
nt
04
| B
USIN
ESS EVENTS
28
/ 0
5 /
20
15 |RACONTEUR
raconteur.net
BUSIN
ESS EVENTS |
05
RACONTEUR | 2
8 /
05
/ 2
015
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Home News Agency Soaring Worldwide team up with Grass Roots Meetings & Events
Category: Agency & Association Created on Tuesday, 19 May 2015 16:30
Soaring Worldwide has won a new business contract with global event agency Grass Roots Meetings & Events.
Grass Roots is the world's leading provider of employee and customer engagement solutions and Soaring Worldwide will predominantly be working alongside
the meetings and events arm of the business.
“Soaring Worldwide’s knowledge of the industry make this an ideal partnership for us going forward,” comments Des Mclaughlin, Divisional Director of Grass Roots. “They
have a good reputation and they have a good track record with many major players within the industry but their focus on how to deliver results for Grass Roots really shone in
our initial discussions. We are looking forward to working alongside the Soaring Worldwide team over the forthcoming year.”
The strategic communications and PR agency, based in Cirencester, work with several major clients within the meetings and events industry such as The Meetings Show and
Meet Gateway South Wales.
“It’s an exciting time as we begin work with Grass Roots and another sign of continued growth for us as a business,” comments creative director and founder of Soaring
Worldwide, Adam Baggs. “We have built a very strong reputation within the meetings and events industry for our work with clients such as the Barbican and The Meetings
Show so we are excited to begin working with Grass Roots over the coming weeks.”
As well as this new business win, Soaring Worldwide has also renewed its partnership with Europe’s largest combined arts & conference centre, the Barbican for a ninth
consecutive year. The continued partnership means that the Barbican is Soaring Worldwide’s longest standing client.
Soaring Worldwide is a Cirencester-based strategic communications and PR agency which specialises in the security and events industry with key clients including the
Barbican, The Meetings Show, Church House Conference Centre and Magenta Security.
0
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News
Soaring Worldwide team up with Grass Roots Meetings & Events
Soaring Worldwide team up with Grass Roots Meetings & Events http://www.incentivetravel.co.uk/news/agency-news/26708-soaring-wo...
1 of 1 21/05/2015 09:46
Soaring Worldwide team up with Grass Roots Meetings & Events
Published on : Tuesday, May 19, 2015
Soaring Worldwide has won a new business contract with global
event agency Grass Roots Meetings & Events.
Grass Roots is the world’s leading provider of employee and
customer engagement solutions and Soaring Worldwide will
predominantly be working alongside the meetings and events
arm of the business.
“Soaring Worldwide’s knowledge of the industry make this an
ideal partnership for us going forward,” comments Des Mclaughlin, Divisional Director of Grass Roots. “They
have a good reputation and they have a good track record with many major players within the industry but their
focus on how to deliver results for Grass Roots really shone in our initial discussions. We are looking forward to
working alongside the Soaring Worldwide team over the forthcoming year.”
The strategic communications and PR agency, based in Cirencester, work with several major clients within the
meetings and events industry such as The Meetings Show and Meet Gateway South Wales.
“It’s an exciting time as we begin work with Grass Roots and another sign of continued growth for us as a
business,” comments creative director and founder of Soaring Worldwide, Adam Baggs. “We have built a very
strong reputation within the meetings and events industry for our work with clients such as the Barbican and
The Meetings Show so we are excited to begin working with Grass Roots over the coming weeks.”
As well as this new business win, Soaring Worldwide has also renewed its partnership with Europe’s largest
combined arts & conference centre, the Barbican for a ninth consecutive year. The continued partnership means
that the Barbican is Soaring Worldwide’s longest standing client.
Soaring Worldwide is a Cirencester-based strategic communications and PR agency which specialises in the
security and events industry with key clients including the Barbican, The Meetings Show, Church House
Conference Centre and Magenta Security.
Source:- Soaring Worldwide
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Soaring Worldwide team up with Grass Roots Meetings & EventsTrave... http://www.travelandtourworld.com/news/article/soaring-worldwide-...
1 of 3 21/05/2015 13:40
Ba
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s
als
o
ne
ed
ad
dre
ss
ing
.
By
h
os
tin
g
the
Oly
mp
ics
a
nd
C
om
-
mo
nw
ea
lth
G
am
es
,
the
U
K
ha
s
pro
ve
d
it c
an
pu
t o
n l
arg
e-
sc
ale
e
ve
nts
. B
ut,
if
we
a
re
to
rem
ain
co
mp
eti
tiv
e,
a
ca
mp
us
s
tyle
v
en
ue
,
sim
ila
r to
an
Oly
mp
ic v
il-
lag
e,
wh
ich
ca
n h
os
t w
orl
d-
cla
ss
co
ng
res
se
s w
ith
on
sit
e a
c-
co
mm
od
ati
on
, h
os
pit
ali
ty,
ex
hib
itio
n
sp
ac
e
an
d
co
nfe
ren
ce
s
uit
es
, s
ho
uld
be
co
ns
ide
red
.
In
rep
res
en
tin
g
the
e
ve
nts
in
du
str
y
in t
he
UK
, w
e a
re n
ot
so
lely
co
nc
ern
ed
wit
h
Lo
nd
on
. W
ith
fi
rst-
cla
ss
tr
an
s-
po
rt n
etw
ork
s,
ve
nu
e a
cc
es
sib
ilit
y a
nd
av
ail
ab
ilit
y,
oth
er
ma
jor
cit
ies
a
rou
nd
co
uld
be
in
a p
os
itio
n
to t
ak
e a
la
rge
r s
lic
e
of
the
pie
.
Fo
rme
r E
uro
pe
an
ca
pit
als
o
f c
ult
ure
Gla
sg
ow
a
nd
L
ive
r -
po
ol
are
b
oth
g
oo
d
ex
am
ple
s
of
wh
ere
inv
es
tme
nt
ha
s
he
lpe
d
reg
ion
al
cit
ies
a
ttra
ct
glo
ba
l
ev
en
ts.
Th
ere
are
als
o b
us
ine
ss
-se
cto
r
clu
ste
rs
in
cit
ies
s
uc
h
as
A
be
rde
en
,
Ca
mb
rid
ge
a
nd
R
ea
din
g
wh
ich
a
re
we
ll-k
no
wn
su
cc
es
s s
tori
es
fo
r th
e o
il,
life
sc
ien
ce
s a
nd
te
ch
no
log
y i
nd
us
trie
s.
It’s
c
lea
r th
e
ev
en
ts
ind
us
try
h
as
mu
ch
to
off
er
the
UK
, b
oth
in
te
rms
of
inw
ard
in
ve
stm
en
t a
nd
ov
ers
ea
s e
xp
an
-
sio
n.
In f
ac
t, b
us
ine
ss
ge
ne
rate
d a
bro
ad
fro
m A
EO
me
mb
er
ex
hib
itio
n o
rga
nis
-
ers
alr
ea
dy
re
pre
se
nts
£1.
91
bil
lio
n.
It i
s
ou
r jo
b t
o m
ak
e s
ure
th
e f
utu
re o
f th
e
UK
ex
hib
itio
ns
an
d e
ve
nts
in
-
du
str
y r
em
ain
s b
uo
ya
nt.
OP
INIO
NC
OL
UM
N
CH
RIS
SK
EIT
H
Ch
ief
exe
cu
tive, A
sso
cia
tio
n
of
Eve
nts
Org
an
ise
rs
Do
yo
ur
me
eti
ng
s a
nd
ev
en
ts
rea
lly
ma
ke
go
od
bu
sin
ess
se
nse
?W
ith
th
e ri
ght
stra
tegy
an
d t
ech
nol
ogy
in p
lace
, bri
ngi
ng
cust
omer
s a
nd
sta
ff t
oget
her
ca
n d
rive
sa
vin
gs a
nd
effici
enci
es a
cro
ss a
bu
sin
ess
Wit
h
inc
rea
sin
g
pre
ssu
re
on
c
orp
ora
te
spe
nd
ing
, it
ha
s n
ev
er
be
en
m
ore
im
-
po
rta
nt
to
ex
ce
ed
e
xp
ec
-
tati
on
s w
he
n y
ou
ho
ld a
bu
sin
ess
ev
en
t.
An
d t
ha
t’s
no
t ju
st i
n t
erm
s o
f d
eli
ve
rin
g
a f
an
tast
ic p
rog
ram
me
an
d g
rea
t d
ele
ga
te
ex
pe
rie
nc
e,
bu
t a
lso
fro
m a
co
st a
nd
bu
si-
ne
ss-r
esu
lts
pe
rsp
ec
tiv
e.
Be
yo
nd
wo
win
g d
ele
ga
tes,
to
ju
stif
y i
ts
ve
ry e
xis
ten
ce
, th
e a
nn
ua
l A
do
be
Su
mm
it,
wh
ere
m
ore
th
an
5
,00
0
ma
rke
tin
g
an
d
tec
hn
olo
gy
le
ad
ers
e
xp
lore
th
e
late
st
too
ls a
nd
tre
nd
s in
dig
ita
l m
ark
eti
ng
, a
lso
ne
ed
s to
pro
ve
its
va
lue
to
th
e b
usi
ne
ss i
n
dri
vin
g a
ta
ng
ible
re
turn
on
in
ve
stm
en
t.
By
in
tro
du
cin
g
a
tec
hn
olo
gy
-le
d
stra
te-
gic
m
ee
tin
gs
ma
na
ge
me
nt
pro
gra
mm
e,
Ad
ob
e h
as
be
en
ab
le t
o c
ust
om
ise
co
n-
ten
t, b
rea
k d
ow
n l
og
isti
ca
l b
arr
iers
, a
nd
use
de
tail
ed
re
po
rtin
g m
etr
ics
to l
ink
ba
ck
to r
ev
en
ue
go
als
an
d s
ale
s o
pp
ort
un
itie
s.
“By
tra
ck
ing
att
en
de
e p
art
icip
ati
on
, w
e
ca
n l
ea
rn w
ha
t p
rod
uc
ts t
he
y’r
e i
nte
rest
-
ed
in
a
nd
p
rov
ide
th
at
info
rma
tio
n
di-
rec
tly
to
th
e s
ale
s te
am
,” s
ay
s M
ike
Sti
les,
Ad
ob
e’s
se
nio
r c
orp
ora
te e
ve
nts
ma
na
ge
r.
So
it’
s n
o w
on
de
r th
at
str
ate
gic
me
et -
ing
s
ma
na
ge
me
nt
ha
s
be
co
me
a
n
in-
cre
as
ing
ly
ho
t to
pic
a
mo
ng
c
orp
ora
te
ev
en
t o
rga
nis
ers
, a
nd
no
t ju
st
for
ex
ter -
na
l m
ee
tin
gs
a
nd
c
on
fere
nc
es
, b
ut
for
inte
rna
l g
ath
eri
ng
s t
oo
.
“It’
s th
e c
on
soli
da
tio
n a
nd
au
tom
ati
on
of
the
my
ria
d o
f sy
ste
ms
an
d p
roc
ess
es
tha
t a
re
req
uir
ed
to
e
xe
cu
te
co
rpo
rate
me
eti
ng
s a
nd
ev
en
ts,
an
d t
he
ass
oc
iate
d
tra
ve
l re
qu
ire
me
nts
su
cc
ess
full
y,”
sa
ys
An
tho
ny
Mil
ler,
ch
ief
ma
rke
tin
g o
ffic
er
at
La
ny
on
, A
do
be
’s s
tra
teg
ic m
ee
tin
gs
ma
n-
ag
em
en
t p
rov
ide
r.
“T
he
c
urr
en
t a
pp
roa
ch
te
nd
s to
b
e
ma
nu
al,
in
effi
cie
nt
an
d
ex
tra
ord
ina
rily
ex
pe
nsi
ve
. T
he
ri
gh
t st
rate
gy
p
art
ne
red
wit
h t
he
la
test
te
ch
no
log
y c
an
au
tom
ate
tho
se
pro
ce
sse
s,
imp
rov
e
the
v
alu
e
of
in-p
ers
on
me
eti
ng
s a
nd
pro
vid
e g
rea
t o
ut -
co
me
s. T
he
co
mp
an
ies
we
ha
ve
wo
rke
d
wit
h h
av
e s
av
ed
up
to
25
pe
r c
en
t o
n t
he
ir
me
eti
ng
s sp
en
d
an
d
cu
t ti
me
sp
en
t o
n
ma
nu
al
task
s b
y u
p t
o 9
0 p
er
ce
nt.
”
Me
an
wh
ile
, re
ce
nt
ind
ep
en
de
nt
re-
sea
rch
in
to
La
ny
on
’s
cu
sto
me
rs
by
Ho
bso
n
&
Co
mp
an
y
pu
ts
the
a
ve
rag
e
retu
rn
on
a
th
ree
-ye
ar
inv
est
me
nt
into
a
stra
teg
ic
me
eti
ng
s m
an
ag
em
en
t p
ro-
gra
mm
e t
o b
e 2
51
pe
r c
en
t. A
nd
th
at’
s g
ot
to b
e e
no
ug
h t
o g
et
ev
en
th
e m
ost
sc
ep
ti-
ca
l b
usi
ne
sse
s in
tere
ste
d.
de
ve
lop
me
nt.
Be
ing
cle
ar
on
se
rvic
es,
in
an
d o
ut
of
sc
op
e,
is a
lso
im
po
rta
nt.
“Ad
din
g c
on
sis
ten
cy
ac
ros
s a
rea
s su
ch
as
pa
ym
en
t, p
roc
es
s, s
erv
ice
le
ve
ls a
nd
risk
m
an
ag
em
en
t w
ill
ma
ke
th
e
pro
-
gra
mm
e a
nd
re
turn
on
in
ve
stm
en
t e
asi
er
to m
ea
sure
. K
ee
p i
t si
mp
le i
n o
rde
r to
en
-
co
ura
ge
us
e a
nd
ad
op
tio
n.”
An
oth
er
fea
r fa
cto
r is
th
e l
ev
el
of
in-
ve
stm
en
t re
qu
ire
d t
o l
au
nc
h a
str
ate
gic
me
eti
ng
s m
an
ag
em
en
t p
rog
ram
me
. T
his
ca
n v
ary
de
pe
nd
ing
on
nu
mb
er,
siz
e,
lo-
ca
tio
n a
nd
co
mp
lex
ity
of
ev
en
ts h
eld
, b
ut
as
La
ny
on
’s r
es
ea
rch
sh
ow
s, r
etu
rn o
n i
n-
ve
stm
en
t sh
ou
ld m
ore
th
an
co
mp
en
sa
te
for
on
go
ing
co
st.
“T
he
le
ve
l o
f in
ve
stm
en
t c
an
be
ma
r -
gin
al
by
sta
rtin
g o
ff w
ith
a s
ma
ll m
ee
t-
ing
s te
ch
no
log
y
so
luti
on
th
at
ca
n
be
sc
ale
d i
nto
a l
arg
er
mo
re c
om
pre
he
nsi
ve
str
ate
gic
m
ee
tin
gs
ma
na
ge
me
nt
pro
-
gra
mm
e,”
M
r M
ille
r a
dv
ise
s.
“T
he
k
ey
he
re i
s s
ca
lab
ilit
y.
Yo
ur
tec
hn
olo
gy
pa
rt-
ne
r sh
ou
ld b
e r
ea
dy
to
sc
ale
up
wh
en
yo
u
are
, w
hic
h i
nc
lud
es
the
op
tio
n a
nd
ab
ili -
ty t
o g
lob
ali
se
.”
Of
co
urs
e,
cru
cia
l to
ju
sti
fyin
g i
nv
es
t -
me
nt
is m
ea
suri
ng
its
re
turn
, w
hic
h h
is-
tori
ca
lly
ha
s p
rov
ed
a c
ha
lle
ng
e f
or
ev
en
t
org
an
ise
rs.
Ho
we
ve
r, s
tra
teg
ic m
ee
tin
gs
ma
na
ge
me
nt
tec
hn
olo
gy
is
go
od
at
jus
ti-
fyin
g i
ts e
xis
ten
ce
.
“It’
s a
ll
ab
ou
t se
ttin
g
cle
ar
ob
jec
tiv
es
at
the
ou
tse
t,”
say
s M
r M
ille
r. “
Re
turn
on
inv
est
me
nt
ca
n b
e m
ea
sure
d b
y u
sin
g k
ey
da
ta e
lem
en
ts e
xtr
ap
ola
ted
fro
m t
he
bu
si-
ne
ss i
nte
llig
en
ce
ga
the
red
by
th
e t
ec
hn
ol-
og
ies
use
d t
o o
pe
rate
th
e s
tra
teg
ic m
ee
t-
ing
s m
an
ag
em
en
t p
rog
ram
me
. T
he
ke
y i
s
to u
se t
he
rig
ht
da
ta e
lem
en
ts w
hic
h m
ap
to t
he
str
ate
gic
mil
est
on
es
an
d k
ey
pe
r -
form
an
ce
in
dic
ato
rs t
ha
t a
re i
de
nti
fie
d i
n
ad
va
nc
e o
f th
e p
rog
ram
me
la
un
ch
.”
Be
tte
r,
mo
re
effi
cie
nt
me
eti
ng
s in
-
cre
as
e e
ng
ag
em
en
t w
ith
cu
sto
me
rs a
nd
em
plo
ye
es,
d
riv
ing
s
ale
s a
nd
b
oo
sti
ng
pe
rfo
rma
nc
e.
Me
an
wh
ile
, th
e
co
st
sa
v-
ing
s th
rou
gh
sm
art
er
ev
en
t o
rga
nis
ati
on
an
d t
rav
el
pla
nn
ing
ca
n g
row
re
ve
nu
es
an
d p
rofi
tab
ilit
y.
Wh
at’
s m
ore
, in
cre
as
ed
effi
cie
nc
ies
imp
rov
e
em
plo
ye
e
tim
e
ma
na
ge
me
nt,
d
riv
ing
u
p
pro
du
cti
vit
y.
Th
is m
ea
ns
ge
ttin
g a
firm
, s
tra
teg
ic g
rip
on
m
ee
tin
gs
an
d
ev
en
ts
ma
na
ge
me
nt
ma
ke
s g
oo
d b
usi
ne
ss
se
ns
e.
Or
as
Mr
Mil
ler
pu
ts i
t: “
Wh
at
wa
s o
nc
e
a n
ice
-to
-ha
ve
, h
as
no
w b
ec
om
e a
mu
st-
ha
ve
fo
r e
ve
ry o
rga
nis
ati
on
.”
Fro
m a
co
st-s
av
ing
an
d e
ffic
ien
cy
pe
r -
spe
cti
ve
, st
rate
gic
me
eti
ng
s m
an
ag
em
en
t
is v
ery
mu
ch
ab
ou
t e
xa
min
ing
an
d a
na
-
lysi
ng
h
isto
ric
al
da
ta,
ac
co
rdin
g
to
De
s
Mc
La
ug
hli
n,
div
isio
na
l d
ire
cto
r a
t G
rass
Ro
ots
Me
eti
ng
s a
nd
Ev
en
ts.
“It’
s a
bo
ut
ex
am
inin
g
ho
w
mu
ch
y
ou
spe
nd
, w
he
re a
nd
wh
y,”
he
sa
ys.
“C
an
yo
u
lev
era
ge
so
me
of
tho
se c
ost
s m
ore
eff
ec
-
tiv
ely
, su
ch
as
by
mo
vin
g c
ert
ain
ev
en
ts?
In f
ac
t, y
ou
mig
ht
dis
co
ve
r a
n e
ve
nt
ne
ed
s
mo
vin
g n
ot
be
ca
use
of
co
st,
bu
t d
ue
to
de
leg
ate
tra
ve
l ti
me
an
d s
o o
n.
On
ce
th
e
info
rma
tio
n s
tart
s to
flo
w, t
he
po
ssib
ilit
ies
are
en
dle
ss,
an
d t
he
re
lati
on
ship
be
twe
en
cli
en
t a
nd
st
rate
gic
m
ee
tin
gs
ma
na
ge
-
me
nt
pa
rtn
er
ca
n g
row
ex
po
ne
nti
all
y.”
Th
is
pro
ce
ss
d
ire
ctl
y
aff
ec
ts
the
de
leg
ate
e
xp
eri
en
ce
b
y
str
ea
mli
nin
g
ev
en
t o
rga
nis
ati
on
. M
ea
nw
hil
e,
in-
tro
du
cin
g
sta
te-o
f-th
e-a
rt
so
ftw
are
to
imp
rov
e t
he
ev
en
t it
se
lf,
fro
m r
eg
istr
a-
tio
n s
olu
tio
ns
to
att
en
de
e e
ng
ag
em
en
t
so
ftw
are
, s
uc
h
as
in
tera
cti
on
to
ols
an
d
mo
bil
e
ap
ps
, a
dd
s
furt
he
r v
alu
e
be
yo
nd
co
st
sa
vin
gs
.
IAN W
HITELING
ST
RA
TE
GIC
ME
ET
ING
S M
AN
AG
EM
EN
T
fac
tor
for
a
stra
teg
ic
me
eti
ng
s m
an
ag
e-
me
nt
pro
gra
mm
e t
o s
uc
ce
ed
. If
yo
u d
on
’t
ha
ve
th
e r
igh
t le
ve
l o
f b
uy
-in
fro
m t
he
to
p,
co
up
led
wit
h t
he
rig
ht
sta
ke
ho
lde
r su
p-
po
rt,
yo
ur
pro
gra
mm
e w
ill
stru
gg
le t
o g
et
off
th
e g
rou
nd
.”
Glo
ba
l o
rga
nis
ati
on
s te
nd
to
ha
ve
dis
pa
-
rate
te
am
s o
rga
nis
ing
v
ari
ou
s m
ee
tin
gs.
Str
ate
gic
me
eti
ng
s m
an
ag
em
en
t b
rin
gs
all
this
un
de
r o
ne
ro
of
an
d p
eo
ple
ca
n fi
nd
it
ha
rd t
o le
t g
o u
nle
ss a
ma
nd
ate
is is
sue
d d
e-
ma
nd
ing
co
mp
lia
nc
e. C
on
seq
ue
ntl
y, w
he
n
co
nsi
de
rin
g i
mp
lem
en
tin
g a
pro
gra
mm
e,
Am
an
da
H
an
lin
, d
ire
cto
r o
f g
lob
al
sale
s
for
HR
G M
ee
tin
gs,
Gro
up
s a
nd
Ev
en
ts, r
ec
-
om
me
nd
s sp
en
din
g a
la
rge
pe
rce
nta
ge
of
tim
e a
nd
th
ou
gh
t o
n m
ess
ag
ing
re
ga
rdin
g
ch
an
ge
– w
ha
t is
go
ing
to
ha
pp
en
, h
ow
is
it
be
ne
fiti
ng
th
e o
rga
nis
ati
on
an
d w
ha
t p
art
em
plo
ye
es
ne
ed
to
pla
y.
“B
e
min
dfu
l o
f c
ult
ure
a
nd
m
ark
et
se
nsi
tiv
itie
s –
so
me
co
un
trie
s w
ill
ne
ed
a s
lig
htl
y d
iffe
ren
t a
pp
roa
ch
,” s
he
sa
ys.
“Ap
po
inti
ng
th
e
rig
ht
sup
pli
er,
a
lig
ne
d
wit
h
the
ri
gh
t te
ch
no
log
y,
wil
l e
nsu
re
the
pro
gra
mm
e r
ec
eiv
es
mo
me
ntu
m a
nd
Adobe S
ummit 2015
Alt
ho
ug
h
stra
teg
ic
me
eti
ng
s m
an
ag
e-
me
nt
ca
n,
in
the
ory
, b
e
ap
pli
ed
to
a
ny
org
an
isa
tio
n a
nd
an
y s
ize
of
co
nfe
ren
ce
pro
gra
mm
e,
Mr
Mc
La
ug
hli
n
say
s it
’s
mo
st e
ffe
cti
ve
wit
h b
usi
ne
sse
s sp
en
din
g
on
ev
en
ts i
n e
xc
ess
of
£2
mil
lio
n a
ye
ar.
Ho
we
ve
r, t
he
re a
re t
wo
ma
jor
ba
rrie
rs t
o
ad
op
tio
n
–
aw
are
ne
ss
of
spe
nd
ing
a
nd
co
rpo
rate
cu
ltu
re.
“Mo
st
co
mp
an
ies
do
n
ot
full
y
rea
lise
the
le
ve
l o
f in
ve
stm
en
t th
ey
are
ma
kin
g
in m
ee
tin
gs,
ev
en
ts a
nd
tra
ve
l,”
say
s L
an
-
yo
n’s
Mr
Mil
ler,
wh
ile
Mr
Mc
La
ug
hli
n i
n-
sist
s: “
Bu
y-i
n i
s th
e s
ing
le m
ost
im
po
rta
nt
Buy-i
n b
y s
enio
r
manag
em
ent
and
sta
keho
lders
is t
he
sin
gle
mo
st
imp
ort
ant
facto
r fo
r a s
trate
gic
meeti
ng
s m
anag
em
ent
pro
gra
mm
e t
o s
ucceed
The e
vents
ind
ustr
y
has m
uch t
o o
ffer
the
UK
, b
oth
in t
erm
s o
f
inw
ard
investm
ent
and
overs
eas e
xp
ansio
n
Sh
are t
his
artic
le o
n s
ocia
l
med
ia v
ia raconteur.net
Reaso
ns f
or
imp
lem
en
tin
g
strateg
ic m
eetin
gs
man
ag
em
en
t
Source: MPI Meetings 2014
81.7
%
Co
st-savin
gs
59
.8%
Go
od
co
mm
unic
atio
n o
f
practic
es a
cro
ss
the o
rg
anis
atio
n
56
.2%
V
isib
ilit
y/
transp
arency
54
.9%
In
creased
pro
ductiv
ity
55
.6%
Imp
roved
valu
e
of
meetin
gs
manag
em
ent
An
ev
en
be
tte
r e
ve
nt,
wh
ate
ve
r th
e e
ve
nt.
Yo
u a
nd
Cv
en
t.
To
tal c
on
tro
l.
As
an
eve
nt
ma
na
ge
r, I fo
un
d k
ee
pin
g a
ll m
y
pla
tes
spin
nin
g a
co
nst
an
t ch
alle
ng
e.
Un
til I
dis
co
ve
red
Cve
nt.
Cve
nt
is a
fa
nta
stic
on
line
ma
na
ge
me
nt
pla
tfo
rm w
hic
h h
an
dle
s e
ve
ry s
tag
e
of
my e
ve
nts
, w
ha
teve
r th
e e
ve
nt
– f
rom
a s
imp
le s
em
ina
r to
a h
ug
e c
on
fere
nce
.
It’s
so
ea
sy t
o u
se a
nd
ma
ke
s m
e
fee
l in
to
tal c
on
tro
l.
Dis
co
ve
r h
ow
Cve
nt
ca
n d
o t
he
sam
e f
or
yo
u a
t
cvent.com/youandcvent
cve
nt.
com
/yo
ua
nd
cve
nt
04
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ESS EVENTS
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ESS EVENTS |
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