Strategic relationships

between venue management

and event ownership

Key factors driving changes

in the exhibition industry

Strategic relationships

between venue management

and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

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C

ON

GR

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CEN

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SOFTWARE

HARDWARE

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

EXTERNALLY OWNED EVENTS

EXHIBITION ORGANIZERS

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

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EX

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N V

ENU

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CONFERENCES

EVEN

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ON

GR

ESS

CEN

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EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

EXTERNALLY OWNED EVENTS BY EXHIBITION ORGANIZERS

EXHIBITION ORGANIZERS

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

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C

ON

GR

ESS

CEN

TRES

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

EXTERNALLY OWNED EVENTS BY EXHIBITION ORGANIZERS

EXHIBITION ORGANIZERS

VENUES OWNED OR MANAGED

BY EXHIBITION ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

VENUES INDEPENDENTLY

OWNED OR MANAGED

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

EXHIBITIONS CONFERENCES

EVEN

T TI

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C

ON

GR

ESS

CEN

TRES

Ownership of an industry lies in

Owning the IP Controlling the hardware

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

EXHIBITIONS CONFERENCES

EVEN

T TI

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C

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GR

ESS

CEN

TRES

Ownership of the event industry lies in

Owning the event titles Controlling the venues

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

EXHIBITION ORGANIZERS

VENUES OWNED OR MANAGED

BY EXHIBITION ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

VENUES INDEPENDENTLY

OWNED OR MANAGED

SOFTWARE

HARDWARE

EVENT TITLE OWNERSHIP BY ORGANIZER

EVENT TITLE OWNERSHIP AND VENUE CONTROL BY ORGANIZER

EXTERNALLY OWNED EVENTS

LATINO GERMAN MODEL

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

EXHIBITION ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

VENUES INDEPENDENTLY

OWNED OR MANAGED

SOFTWARE

HARDWARE

EVENT TITLE OWNERSHIP BY ORGANIZER

EXTERNALLY OWNED EVENTS

EVENT TITLE OWNERSHIP BY ORGANIZER

ANGLO SAXON MODEL

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

EXHIBITION ORGANIZERS

VENUES OWNED OR MANAGED

BY EXHIBITION ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

CONSEQUENCES Exhibitions do not travel

Exhibitions are repetitive

Protective environment for event launch and growth

Venue P&L results impacts Event P&L decisions

Venues have profitable P&L’s

Conflict of interest vs. 3d party organizers ? How to combine event ownership and venue management without getting the “ogre” image…

EVENT TITLE OWNERSHIP AND VENUE CONTROL BY ORGANIZER

EXTERNALLY OWNED EVENTS

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

EXHIBITION ORGANIZERS

VENUES OWNED OR MANAGED

BY EXHIBITION ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

HOW DOES IT WORK NEVERTHELESS

How to combine event ownership and venue management without getting the “ogre” image… Laid-out as independent business units

Being flexible in calendar management

Acting as an incubator for new projects from 3d party organizers

Being a strong facilitator towards local communities for 3d party organizers

Offering expansion potential thru networks of venues

EVENT TITLE OWNERSHIP AND VENUE CONTROL BY ORGANIZER

EXTERNALLY OWNED EVENTS

Strategic relationships between venue management and event ownership

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

Strategic relationships between venue management and event ownership

CONSEQUENCES Venues never compete with their hosted organizers

Venues do not control event destinations

Organizers do not control event destinations

Venues P&L’s negative without support

Low IP ownership and fragmentation between organization and venue management leads to a less profitable industry model in the conferences industry as compared to the exhibition industry

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

EXTERNALLY OWNED EVENTS

3D PARTY

ORGANIZED (PCO)

COMMERCIAL CONFERENCE ORGANIZERS

VENUES INDEPENDENTLY

OWNED OR MANAGED

Strategic relationships between venue management and event ownership

CONSEQUENCES Venues never compete with their hosted organizers

Venues do not control event destinations

Organizers do not control event destinations

Venues P&L’s negative without support

BUT It’s all changing !

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

EXHIBITIONS

EVEN

T TI

TLES

EX

HIB

ITIO

N V

ENU

ES

CONFERENCES

EVEN

T TI

TLES

C

ON

GR

ESS

CEN

TRES

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

THE EVENTS INDUSTRY

EVEN

T TI

TLES

C

ON

VEN

TIO

N C

ENTR

ES

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

CONFERENCES WITH EXHIBITION EXHIBITIONS WITH

CONFERENCE THOUGHT

LEADERS’ SUMMITS

CONSUMER COMMUNITIES

EVENTS

PRE ARRANGED BUSINESS MEETINGS

THE EVENTS INDUSTRY

EVEN

T TI

TLES

C

ON

VEN

TIO

N C

ENTR

ES

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

AUDIENCE DRIVEN MULTIFORMAT EVENTS

FLEXIBLE MULTIFORMAT

VENUES

THE EVENTS INDUSTRY

EVEN

T TI

TLES

C

ON

VEN

TIO

N C

ENTR

ES

SOFTWARE

HARDWARE

Strategic relationships between venue management and event ownership

AUDIENCE DRIVEN MULTIFORMAT EVENTS

FLEXIBLE MULTIFORMAT

VENUES

THE M$ QUESTION Which model will the no-way-back industry shift follow ?

Which IP ownership model ?

Which venue control model ?

Strategic relationships between venue management and event ownership

THE POSSIBLE M$ ANSWER ? The so far fragmented events industry will inevitably converge in order to adapt to the new z generation knowledge society’s globalized and diversified needs in terms of information and live interaction. Mastering such a subtle but major shift requires a sustainable industry model – which requires ownership of its core content and some control of its main facilities.

Key factors driving changes

in the exhibition industry

GENERATIONS

BIG DATA

TECHNOLOGY

YEAR ROUND TRIBES

EXPERIENCE

CONVERGENCE

PERSONALIZATION

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

GENERATIONS

BIG DATA

TECHNOLOGY

YEAR ROUND TRIBES

EXPERIENCE

CONVERGENCE

PERSONALIZATION

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

Designing an events universe for what we think the teens will become What is our commitment to the Yopro’s* How will we able to welcome the silver economy

* Young Professionals

GENERATIONS

BIG DATA

YEAR ROUND TRIBES

EXPERIENCE

CONVERGENCE

PERSONALIZATION

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

Are we ready for full people and objects connectivity Can we even run our industry if not technology based How can technology become the boost effect for live meetings

TECHNOLOGY

GENERATIONS

YEAR ROUND TRIBES

EXPERIENCE

CONVERGENCE

PERSONALIZATION

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

Being at the heart of our served communities and in close live contact, we own never seen before detailed information How can we serve our communities with it Are we geared for smart data capture

TECHNOLOGY

BIG DATA

GENERATIONS

YEAR ROUND TRIBES

EXPERIENCE

CONVERGENCE

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

Personalized event design will become the norm From B2B and 121 to 12B and B21 - from B2C to C2C

TECHNOLOGY

BIG DATA

PERSONALIZATION

GENERATIONS

EXPERIENCE

CONVERGENCE

END USER EMPOWERMENT

GAMIFICATION

SHARING ECONOMY

Community centricity on a full 360 and 365° basis Non-attendee engagement Loyalty policies and subscription programs and products Hubs and clubs

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

GENERATIONS

EXPERIENCE

CONVERGENCE

GAMIFICATION

SHARING ECONOMY

Do we accept that retail and many other intermediates will disappear from our event topics and markets Are we ready ourselves for the direct link to the end-user

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

END USER EMPOWERMENT

GENERATIONS

EXPERIENCE

CONVERGENCE

GAMIFICATION

Do we understand that marketing moves from “brand-down vertical” to “digital society-horizontal” and that we can’t really control it in the traditional way Are our mindsets ready to market our events that way

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

END USER EMPOWERMENT

SHARING ECONOMY

GENERATIONS

EXPERIENCE

CONVERGENCE

Are we ready to move from dull event marketing to story-telling, to excitement, to gamification of even the most serious information

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

END USER EMPOWERMENT

SHARING ECONOMY

GAMIFICATION

GENERATIONS

CONVERGENCE

Why are our events less attractive than shopping malls ? What’s exciting about our on-site attendee / visitor experience ? How to put a smile on our audiences – how to transform a HTG* to a MA** event

* Have to go ** Must attend

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

END USER EMPOWERMENT

SHARING ECONOMY

EXPERIENCE

GAMIFICATION

GENERATIONS

Readers do not buy publications with only ads and no editorial – no exhibitions without content. Publications with editorial only cannot survive – no conferences without sponsoring exhibitors. In the end they’re the same…

TECHNOLOGY

BIG DATA

PERSONALIZATION

YEAR ROUND TRIBES

END USER EMPOWERMENT

SHARING ECONOMY

GAMIFICATION

EXPERIENCE

CONVERGENCE