Future Strategies for Convention

Bureaus – The Engines of Growth Seminar

Imex Las Vegas

October 13th 2011

Rohit Talwar

CEO – Fast Future

rohit@fastfuture.com

www.convention-2020.com

Contents

Presentation p 3

About Fast Future p 56

Image Sources p 66

• Global strategic foresight study to help the meetings industry prepare for

the decade ahead - Industry-wide sponsors

• Outside-in focus

• Multiple outputs Nov 2009 – December 2011

Convention 2020

Growth is not Guaranteed…

Image source: Piper Report

…Thinking is Back in Fashion

Image source: Einstein.yu.edu

Demographic Destinies 2 billion more people in 40 years –

Demographics is Driving Economics

1998

448 691

729

5231

4157

739

1030

344

585

Source : United Nations 2010 2050

Destination Priorities 2011

Use web /social

media more to

promote the

destination

Find

differentiators in

the face of

intense

competition

Prioritise key

events,

industries and

associations to

target Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

Destination Strategies 2015

Show ROI for

event

owners/delegates

Show longer

term contribution

to economic

development

More

extensive

data mining

Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

The Opportunity

• Conventions and

Trade Shows are

a multi-billion

industry

• Major contributor

to knowledge

exchange and

business

creation

• But…

Image sources: annieandyiannis.com / img.ibtimes.com

To win we Must Focus

‘Beyond Tourism’

Image source: asiatravel.com

ICCA Rankings - Subject Areas

The opportunity is to maximize knowledge transfer and value creation in

the key industries of the future…

Drive Economic Growth and

Job Creation

Image source: extlogics.files.wordpress.com

Maximizing Sales Revenues

Delegates Exhibitors / Sponsors

Local

Businesses

Image source: wadefinancial.co.uk

Maximizing Knowledge Sharing

through Business Events

Image source: library.nhs.uk

Business Innovation and

Performance Improvement

Image sources: ifgfunding.com

Showcasing Local Capability

Image sources: nanotech.sc.mahidol.ac.th / blogs.dickinson.edu/mindmeetsmatter

Leveraging Existing Infrastructure

and Encouraging New Investment

Image source: directforeigninvestment.net

Nurturing New Ventures and

Accelerating Emerging Industries

Image sources: teamaltman.com /

echnologylodging.com / picturesofcar.blogspot.com

Promoting Innovation and

Driving Research and Development

Image source: ache2.asset-cache.net

New Networks, Partnerships and

Collaborations

Image source Tallberg Foundation

Awareness and Awards

Image source abclady.com

Which all contribute to…

Job Creation Image source tutpr2u.net

Tourism

Convention Services

Design

Distribution Services

Digital Content

R & D

Korea - Priority Sectors

http://wdc2010.seoul.go.kr/eng/

DDP: DONGDAEMUN DESIGN PLAZA Image source Seoul Tourism Organization

FLOATING ISLANDS ON

SEOUL’S HAN RIVER

SEOUL STATION CONVENTION CENTER –

PROPOSED DESIGN

Durban | A Strategy Led Approach

Critical factors that determine business

tourism success

Convention Bureaus

Leadership – vision, strategy, funding

Networking -buyers; business tourism trade

shows

Branding

Skills

Ambassadors

Infrastructure – venues, airport

Bidding – aggressive; substantial bid funds

(Haven-Tang et al, 2007)

Convention Bureau Roles

• Lead generation and tracking; - to identify business tourism

opportunities;

• Bidding and bid support – with associations, meeting planners and

venues;

• Delegate boosting – marketing support for specific meetings;

• Business tourism destination marketing – stimulating awareness of

a tourism destination from a business perspective – the attractions

and business tourism services of a region;

• Product development and accreditation;

• Impact assessments; and

• Co-ordination.

Convention Bureau Support together

with Partners

• Promotional Materials;

• Educational Trips and Site Inspections;

• Supplier Information and Quotations;

• Social Programmes;

• Pre and Post Tours and Incentive Packages;

• Assistance with Congress bids;

• Convention Publicity and Delegate Boosting;

• Destination Display and Promotion;

• Information Kits and Welcome packs for delegates;

• Shuttle Services; and

• Identification of PCO services

35

Proposed Sydney Multifunctional Convention and

Entertainment Centre (SMCEC)

36

Priority sectors identified by government for

development

• Finance, Insurance & Professional Services

• Infrastructure and Construction

• Advanced Manufacturing

• Communication and Info Technology

• Retail

• Education and Research

• Agri-food

• Creative industries

• Mining

• Tourism

• Health and Allied Services

37

Target

government

priority sectors

for development

Work with

government and

institutions to

secure events

Government

invests in

BESydney

Community

benefits

Events help

develop sectors

BESydney

Link business events to government priorities

38

Case study approach

• 4th International AIDS Society Conference on HIV Pathogenesis

Treatment and Prevention (IAS 2007)

Led to the establishment of a major virology institute at the

University of NSW through initial investment by the Bill and Melinda

Gates Foundation later matched by government.

• 7th International Orthodontics Congress (IOC 2010)

Many Australian clinicians picked up knowledge about new

techniques and technologies. Conference led to significant funding

increase for the Australian Society of Orthodontists research

programs.

39

International Congress on Obesity (2006)

• Secured government funding for a new Centre for

Obesity, Diabetes and Cardiovascular Disease – ready

by 2013

“This conference is vital to staying at the forefront of

the fights against obesity.”

Tony Abbott, Federal Minister for Health then

(Currently Leader of Opposition Party in Australia)

Citywide Alignment - London

Business Tourism Steering Group

Senior group of industry figures with an interest in

developing London‟s global events business, across

hotels, venues, transport, retail, corporate, agency, local

government

Research on client perceptions of the destination

Comparative study into competitor destinations

Industry Forums

Clearer understanding reached of a joined-up approach

Recommendations and future approach

Leveraging Sporting Legacy

2015 2016* 2017 2018

• Rugby World Cup • Women’s Football World Cup • Amateur Boxing World Champs • World Masters Athletics Champs • World Disabled Badminton Champs • World Team Badminton Champs • FINA Diving World Series • IPC European Swimming Champs • European Junior Athletics Champs • European Team Athletics Champs

• NFL Super Bowl • World Hockey Champions Trophy • European Athletics Champs • Table Tennis World Cup • LEN European Swimming Champs • Track Cycling World Champs

*Olympic Year – may limit event feasibility

• World Athletics Champs • Solheim Cup (Ladies’ Golf) • Hockey Euronations • IPC World Swimming Champs (25m; Disability) • Track Cycling World Cup

• FIFA World Cup • Youth Olympic Games • FIBA World Basketball Champs • FINA Water Polo World Cup • Track Cycling World Cup

Image source: London & Partners

Abu Dhabi – 30 Year Vision

• Building an open, efficient, effective and

globally integrated business environment

• Adopting a disciplined fiscal policy that is

responsive to economic cycles

• Establishing a resilient monetary and

financial market environment

• Driving significant improvement in the

efficiency of the labour market

• Developing a sufficient and resilient

infrastructure

• Developing a highly skilled, highly

productive work force

• Enabling financial markets to become the

key financiers of economic sectors and

projects

Image source: redfiloeventarchitechts.blog.com

Abu Dhabi – Key Sectors

• Education

• Energy and Environment

• Healthcare

• Petrochemicals, Oil and Gas

• Pharmaceuticals

• IT, Telecoms + Communications

• Transportation and Logistics

• Construction

• Culture

• Food industry

• Manufacturing and Infrastructure

• Security and Defense

• Tourism

Image source: flickr.com

Abu Dhabi – Infrastructure

• Health – Cleveland Clinic Abu

Dhabi bringing high quality

medicine

• Education – In Abu Dhabi

branches of Yale University,

Sorbonne, New York

University and new Zayed

University

• Masdar City – World first zero

carbon, zero waste and car

free city

• Science and Technology

• A new surface transportation

Master Plan

Image source: mobilebillboardfranchise.com

Advantage Abu Dhabi

• A three-year Abu Dhabi Tourism Authority

initiative aimed at catalysing and seeding

innovative and viable business events

aligned to the Abu Dhabi Government‟s

2030 Economic Plan

• Aimed at International Conferences and

Exhibitions

• AAD Recipient:

How do we Shape the Future?

Image source: oytun.co.uk

Drive Citywide Co-ordination

Image source: masternewmedia.org

City Welcome

Image source: Australiantravelclub.co.uk

Sector and Country Targeting

Image source: prwatch.org

Ambassador Programmes

Image sources: conventionedinburgh.com / visitbrighton.com

Authentic Experiences

Image sources: dailymail.co.uk / adelaideinfocentre.com

Conclusion

• New turbulent era

• Key economic

development engine

• Too important to mess up

• Strategy, research and

innovation now critical

• Focus must be on events

that enable business to

happen Image source: mobilebillboardfranchise.com

Destination Strategy –

What’s Next on the Agenda?

Image source: blogs.smh.com.au

Next Steps

– How Can You Get Involved?

• Future Reports – Give us Feedback

• Take part in Pulse Surveys

• Contribute Expert Papers

• Run / Host a Workshop / Survey

• Student Essay Competition

• Suggest Research Topics - tell us what you‟d like to see …

• Ask about the sponsorship benefits

rohit@fastfuture.com www.convention-2020.com

About Fast Future

Fast Future

– Meetings Industry Services

• Briefings and workshops for executive

management and boards of venues, CVB‟s and

associations

• Customised research on trends, technologies

and new markets

• Development of strategies and business plans

• „Deep dives‟ on key trends and technology

developments

• Consultancy and workshop facilitation on

innovation and new business models

Fast Future • Research, consulting, speaking, leadership

• 5-20 year horizon - focus on ideas, developments,

people, trends and forces shaping the future

• Clients

– Industry Associations – ICCA, ASAE, PCMA, MPI

– Corporates - GE, Nokia, Pepsi, IBM, Intel,

Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,

Amadeus, Sabre, Travelport, Travelex, ING,

Santander, Barclays, Citibank, DeutscheBank

– Governments - Dubai, Finland, Nigeria,

Singapore, UK, US

– Convention Bureaus – Seoul, Sydney, London,

San Francisco, Toronto, Abu Dhabi, Durban,

Athens, Slovenia, Copenhagen

– Convention Centres – Melbourne,

Adelaide, Qatar, QEIICC

– Hotels - Accor Group, Preferred,

– Intercontinental

– Congrex, Kenes

– Aeroports de Paris / Schiphol Group

Future Convention Cities Initiative • Cities that want to be at the leading edge of delivering business events

• Focus on maximizing long term economic benefit of events

• Research, sharing of expertise and best practices

• Meet four time a year

• Initiated and co-ordinated by Fast Future

Hotels 2020: Beyond

Segmentation Objectives

• Identify change drivers and

key success characteristics

for the globally branded hotel

sector over the next decade

• Examine the implications for:

– Hotel strategy

– Brand portfolio

– Business models

– Customer targeting

– Innovation

Rohit Talwar • Global futurist and founder of Fast Future Research.

• Award winning speaker on future insights and strategic

innovation – addressing leadership audiences in 40 countries on

5 continents

• Author of Designing Your Future – Published 08/2008

• Profiled by UK‟s Independent Newspaper as one of the Top 10

Global Future Thinkers

• Led futures research, scenario planning and strategic

consultancy projects for clients in telecommunications,

technology, pharmaceuticals, banking, travel and tourism,

environment, food and government sectors

• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De

Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,

ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,

OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,

Siemens, Symbian, Yell , numerous international associations

and governments agencies in the US, UK, Finland, Dubai,

Nigeria, Saudi Arabia and Singapore.

• To receive Fast Future‟s newsletters please email

rohit@fastfuture.com

• 50 key trends

• 100 emerging trends

• 10 major patterns of change

• Key challenges and choices for

leaders

• Strategic decision making

framework

• Scenarios for 2012

• Key futures tools and techniques

• Published August 2008

• Price £49.95 / €54.95/ $69.95

• Email invoice request to

rohit@fastfuture.com

Designing Your Future Key Trends, Challenges and Choices Facing

Association and Nonprofit Leaders

Our Services Bespoke research; Identification &

Analysis of Future Trends, Drivers &

Shocks

Accelerated Scenario

Planning, Timelining &

Future Mapping

Identification of

Opportunities for

Innovation and Strategic

Investment Strategy Creation &

Development of

Implementation

Roadmaps

Design & Facilitation of

Innovation, Incubation

& Venturing

Programmes

Expert Consultations &

Futures Think Tanks

Personal Futuring for

Leaders and Leadership

Teams

Public Speaking, In-

Company Briefings,

Seminars and

Workshops

Example Projects • Public and private client research e.g. :

– Convention 2020 – the Future of Business Events

– Future Convention Cities Initiative – Maximizing Long-term Economic Impact of Events

– One Step Beyond – Future trends and challenges for the events industry

– Hotels 2020: Beyond Segmentation – Future Hotel Strategies

– The Future of Travel and Tourism in the Middle East – a Vision to 2020

– Future of Travel and Tourism Investment in Saudi Arabia

– Aviation and Airports e.g. Aviation 2030

– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030

– Scenarios for the global economy for 2030 and the implications for migration

– Designing Your Future (Published August 2008) – book written for the American Society

of Association Executives & The Center for Association Leadership

– Global Economies – e.g. The Future of China – the Path to 2020

– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers

– Winning in India and China

• Strategic advice to industry players

• Confidential advisory and coaching services to CEOs and top teams

• Public speaking at public conferences and in-company events

• Future thinking workshops and retreats

Example Clients

Image Sources

Image Sources p.1 Page

4. http://www.piperreport.com/archives/Images/Medicare%20PFFS%20Plans.jpg

5. http://www.einstein.yu.edu/iphs/images/think_tank.jpg

7. Left to Right

1. http://michael.hightechproductmanagement.com/2006/03/got_competitive_differentiatio.html

2. http://lab.77agency.com/wp-content/uploads/social-networks_small.jpg

3. http://4.bp.blogspot.com/_9s8iqcCd0DY/RaTfsRYweqI/AAAAAAAAAKY/Uc6EoGot3P8/s400/juggle-400.jpg

8. Left to Right

1. http://www.skylinetradeshowtips.com/what-is-an-acceptable-cost-per-lead/

2. http://www.dirtcheapgeo.com/Quarterly_Savings.htm

3. http://backtothefuturetrading.com/

9. Top to Bottom

1. http://www.annieandyiannis.com/images/design/euro-notes.jpg

2. http://img.ibtimes.com/www/data/images/full/2010/11/12/52044-g20-leaders-stand-for-a-group-photo-at-the-coex-

convention-c.jpg

10. http://www.asiatravel.com/southkorea/prepaid/lotte_main/gifs/Korea_Seoul_Lotte_Room.jpg

12. http://nextlogics.files.wordpress.com/2008/07/economic-inequality8.jpg

13. http://www.wadefinancial.co.uk/wp-content/uploads/2010/06/5-Big-Questions.jpg

14. http://www.library.nhs.uk/cmsimages/31_7D8A2102A_KM%20image.jpg

15. http://ifgfunding.com/images/picture20.png

16. Left to Right

1. http://nanotech.sc.mahidol.ac.th/doc/plastic_electronics.jpg

2. http://blogs.dickinson.edu/mindmeetsmatter/files/2010/11/Plastic_Knowledge2.jpg

17. http://http://directforeigninvestment.net/files/2011/01/img.jpg

18. Left to Right

1. http://teamaltman.com/wp-content/uploads/2010/10/industry-and-data.jpg

2. http://www.technologylodging.com/wp-content/uploads/2010/05/food-biotechnology.jpg

3. http://picturesofcar.blogspot.com/2009/07/future-concept-car-pictures.html

Image Sources p.2 19. http://cache2.asset-

cache.net/xc/51303062.jpg?v=1&c=IWSAsset&k=2&d=77BFBA49EF878921F7C3FC3F69D929FD3D6E8E24F8AD364C97

A5172ADB984E6AAD7AFF3213ACBDCC80D5697B907F1B93

20. http://www.tallbergfoundation.org/Portals/0/Images/T-roundtable%204.jpg

21. http://www.abcdlady.com/2009-07/goal_setting.jpg

22. http://tutor2u.net/economics/revision-notes/as-macro-employment-unemployment_clip_image006.jpg

43. http://redfiloeventarchitects.blog.com/files/2011/04/ADNEC.jpg

44. http://farm4.static.flickr.com/3394/3191097011_460ded47de.jpg

45. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg

47. http://www.oytun.co.uk/wp-content/themes/mimbo2/images//innovation.jpg

48. http://www.masternewmedia.org/images/social_network_id469214_size440.jpg

49. http://www.australiantravelclub.co.uk/wp-content/uploads/2010/08/sydneyAirport.jpg

50. http://www.prwatch.org/files/images/target_man.jpg

51. Left to Right

1. http://www.conventionedinburgh.com/images/753

2. http://www.visitbrighton.com/xsdbimgs/Amassador-programme-logo.jpg

52. Left to Right

1. http://i.dailymail.co.uk/i/pix/2010/01/21/article-1244991-07EBDC03000005DC-254_468x309.jpg

2. http://www.adelaideinfocentre.com.au/sharedFiles/regions/australia/south-australia/adelaide/7217_214hw0ju1q.jpg

53. http://www.mobilebillboardfranchise.com/Portals/85285/images/Changing%20world.jpg

54. http://blogs.smh.com.au/enterprise/competition.jpg