aha wonderful copenhagen
TRANSCRIPT
Antwerpen Hotel Association January 18th. 2012
The Copenhagen Model
By Peter Rømer HansenVice President of Business Development
Wonderful Copenhagen
18-01-2012 1
18-10-2012 2
Flow
1. About Wonderful Copenhagen
2. Tourism in Copenhagen
3. Copenhagen’s Meetings & Events business
4. Lessons Learned in Copenhagen
12-04-2023 3
M.Sc. in Business Administration & European Policy Studies from Copenhagen Business School and Université de Bourgogne
Vice President of Business Development at Wonderful Copenhagen
Chairman of the board Visit NorthZealand
Vice Chair of Esrum Kloster – Cistercian Monestry
Experience: Economic journalist, cheif analyst and PR advisor.
Hobie Cat sailor, winter dipper and father of 3 wild boys
Peter Rømer Hansen
12-04-2023 4
About Wonderful Copenhagen
Wonderful Copenhag
enEstabl. 1992
Private Foundation
Turnover: 22M euros
5
Wonderful Copenhagen
BestCitiesEstablished 1999
AssociationTurnover 300T euros
WOMEXEstablished 2009
ForeningTurnover 1,3M euros
Cph GWAEstablished 1996
Turnover 200T euros
Cruise CopenhagenEstablished 1992
AssociationTurnover 500T euros
MeetingplaceEstablished 1996
AssociationTurnover 1M euros.
Cruise BalticEstablished 2004
AssociationTurnover 300T euros
BIKE CITY Established 2007
AssociationTurnover 2,2M euros
Kongresgarantiforening
Established 1996Association
Turnover 300T euros
Copenhagen Cooking
Established 2011Association1,5M euros
VisitNordsjællandEstablished 2011
AssociationTurnover 2,5M euros
Brand CopenhagenEstablished 2009
AssociationTurnover 0,8M euros
Citybreak NetværkEstablished 2011
Turnover 4M euros
6
Wonderful Copenhagen’s Budget
Networks and associated ventures 3,4M euros
10M euros
6M euros
5,5M euros
Private contributions & earnings
Project contributions from public partners
Public Grant from the Capital Region (base)
Total 22M euros
Leverage on Public
Investment:
1: 3
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WoCo’s Mission & DNA
Our mission is to ensure that CPH captures wealth and value from tourism
Our DNA: Copenhagen’s Co-operative Forum
The fragmented valuechain in tourism calls for coorperation and networking
Working together optimizes our ressources and gives us critical mass
In the Network Economy you are only as good as your network
8
Our Competencies
Branding: Inventing, telling and distributing the story of
CPH
Events: Biding, developing, co-ordination and evaluation of eventsMarketing: Eventful marketing, BtB in cruise, meetings and airline industries.
Welcoming: Visitor services and local marketing
9
Wonderful Copenhagen
Sales & Marketing
CPH Welcome Int.Marketing
Secretariat
Film & TV:
CEO
Strategy CommunicationStrategy & CommunicationEvents & Conventions
AdministrationCFO
IT, Finance & HR
Congresses & Meetings
VIBE
ViNo /EU
Events
Cruise
10
Networks Works for Copenhagen
Business Networks
Projekt Networks International Networks
Copenhagen Alliance Meetingplace WoCoCongress Advisory
BoardBrand CopenhagenCopenhagen CardCruise CopenhagenCopenhagen
ConnectedVisit Nordsjælland.....
Bike City Womex Copenhagen
Cooking City Break NetworkCph Fashion Festival.....
Goodwill AmbassadorCruise Baltic Best Cities.netEuropean Cities
MarketingDMAIChinavia
….
11
Wonderful Copenhagen’s Evolution
Broard scopeCity Cooperation
Narrow scope”Tourism classic”
1992 2011
????? NGO’
Communities Greentech
Int. students / expats Campus city CPH Welfare Life science
Teknology
DKs International brands Sport & Culture Co-competition (Best Cities) Design
Gastronomy Lifestyle International organizations (DMAI) International Cruise lines MICE venues and organizers Cruise & MiCe torusim
History and tradition /CPH Classic High light sightseeing and one day tourism Transporters Attraktions Accommodations
12
From Tourism Organization to Project Organization
Broard/ project
Small / ”classic” 1992 2011
??? Chinavia VisitNordsjælland
Copenhagen Welcome
Copenhagen Connected VIBE
BIKE CITY MeetDenmark Brand Copenhagen Copenhagen Cooking Eventures
Copenhagen Goodwill Ambassadors Cruise Baltic IMO & PIMCO BestCities INDEX Meetingplace Culture Bridge 2000 Cruise Copenhagen Convention Bureau Turistinformation Destination marketing
13
Tourism in Copenhagen
14
Tourism in Copenhagen
• Tourism in greater CPH accounts for almost 40 pct. of all tourism turnover in DK.
• The tourism turnover in CPH is approx. 4.5b. euros• Tourism employs about 43. 000 people in CPH• Bednight growth 2011: 10 pct. • Bednight growth 2010: 10 pct.• 160 hotels and 20,500 rooms in Greater
Copenhagen Area• Relatively diverse tourism product: - MICE & Leisure- Cruise- Diverse mix of nationalities- Relatively high internationalization
15
CPH is Denmark’s Growth Driver
2003 2004 2005 2006 2007 2008 2009 201080
100
120
140
Capital Region
Denmark incl.Capital Region
Danmark excl.Capital Region
Base: 2003 = 100
16
• 4 specialized convention centres in Copenhagen
• Copenhagen hosts approx. 100 international association meetings a year
• Currently, Copenhagen is the 15th most popular destination for international association meetings in the world (ICCA)
Business Tourism in Copenhagen
2001 2002 2003 2004 2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
No. of int. association meetings in Copenhagen (ICCA)
17
Cruise Activity in CPH
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 20150
200
400
600
800
1,000
Turnarounds Calls Passengers (1.ooo)estimate
Thousands
18
CPH becomming more international (again)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Prague Dubrovnik
Tallinn
Salzburg
LondonVienna
Zurich
Geneve
BarcelonaRomeLisbon
Edinburgh
Nice
Paris
MadridFrankfurt
HelsinkiBratislava
03/04
08/09
05/06
07
StockholmGranada
Düsseldorf
MunichSeville
Oslo
BerlinCologne
TurinValencia
Hamburg
Nuremberg
Dresden
GothenburgStuttgart
BrusselsAmsterdamBudapestVeniceDublin
average = 61%
average = 39%
Prague
CPH2010
Sh
are
, in
tern
ati
onal bedn
ights
Share, national bednights
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CPH has Overcome Capacity Challenge 1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
100
120
140
160
180
200
Solgte værelser Antal værelser
Base: 1995 = 100
20
Copenhagens Meetings & Events business
21
• Annual budget of 2,5 million Euro
• Staff of 15- 10 sales and project managers - association conventions
- 3 sales and project managers - corporate meetings
- 1 sales and project manager - sport events
- 1 convention director
• Supported by PR & Communication officer
• Sales representatives in UK and USA
• Founding member of BestCities Global Alliance
• Member of ICCA, DMAI, ECM, UIA, PCMA, ASAE, MPI and GMIC
Wonderful Copenhagen Convention Bureau
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2 Track Strategic Approach
• Recruit Danish members of international associations to champion a bid for an international meeting
• Convince international decision makers to locate meetings in Copenhagen
We bid for more than 100 association meetings annually
2005 2006 2007 2008 2009 2010 20110
20
40
60
80
100
120
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Importance of Local Partnerships
Meetingplace Wonderful Copenhagen
• Hotels, convention centres, PCOs, airline, airport and suppliers
• An association and governed by independent board
• Members pay membership fee for which they receive leads and business opportunities from the Convention Bureau
Partnership with universities
• University of Copenhagen, Copenhagen Business School and Technical University of Denmark
• Strategic partnership & operational support to local hosts
Copenhagen Congress Advisory Board
• High-level stakeholders from public authorities, organizations, universities and corporations…‘ambassadors’
• We are always working on 500-600 potential events
• Primary focus is on large and mid-size events
• Secondary focus is on events of strategic importance and high brand value
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Focus
• Agriculture• Architecture• Art• Commerce• Culture• Economics• Education• Environment / Green Tech• Human Rights /Democracy• Industry
• Information• Information Technology• Law• Management• Medical Sciences• Science• Social Sciences• Sport & Leisure• Technology
Identify local hosts
Develop bid strategy
Produce & submit bids/proposals
Site inspections
Event confirmed
Identify international meetings and conventions
Sales process
Research
Sales
Motivate & recruit local hosts
Re-sale !
Delegate boosting
On-site services
Results
• Submit bids for 100 association meetings and generate 450 requests for corporate meetings
• Book approx. 200 corporate meetings and 50 association meetings
• Book a total of approx. 350.000 room-nights
• Value of approx. 150 M Euro
2005 2006 2007 2008 2009 2010 20110
10
20
30
40
50
60
No. of int. association meetings booked by Copenhagen Convention Bureau
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COP15 – a Game Changer !
• COP15 in 2009 was first political summit organized according to BS8901
• 33,526 delegates
• 126 heads of state
• 4,000 media
• 300 tons of food
• 90,000 room-nights
• Est. costs of 250 million USD
• The Copenhagen Sustainable Meetings Protocol (CSMP) captures and share the experience and learning from organizing COP15 in a sustainable way
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Strategy for Green Events after COP15
BIKE CITY 2010-2011 Total 110.000 delegates + audience
EWEC - EUROPEAN WIND ENERGY CONFERENCES & EXHIBITIONS 2012
6.000 delegates in 4 days
WORLD CLEAN AIR CONGRESS 20131.000 delegates in 6 days
EUROSCIENCE OPEN FORUM (ESOF) 2014 5.000 delegates in 5 days
WORLD ENERGY CONGRESS (WEC) 2016 10.000 delegates in 6 days
INTERNATIONAL CONGRESS OF ECOLOGY (INTECOL) 20163.000 delegates in 7 days
CONGRESS OF THE INTERNATIONAL UNION OF ARCHITECTS 2017
7.000 delegates in 5 days
WORLD WATER FORUM 201815.000 delegates in 6 days
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www.sustainableeventsdenmark.org
COPENHAGEN ANNOUNCEMENT
NEWSLETTER DISTRIBUTED TO APPROX. 2,500 POTENTIAL LOCAL HOSTS 6 TIMES PER YEAR
DIRECT MAILINGS
PERSONALIZED LETTERS AND MAILS ARE DISTRIBUTED TO SCIENTISTS, RESEARCHERS AND DOCTORS TO ENCOURAGE THEM TO BECOME LOCAL HOSTS
ADVERTISING
ADVERTISING IN UNIVERSITY MAGAZINES AND SELECTED SCIENTIFIC MAGAZINES FOR DOCTORS AND ENGINEERS
MOTIVATIONAL BROCHURE
DISTRIBUTION OF BROCHURES TO EDUCATE AND MOTIVATE POTENTIAL LOCAL HOSTS
EDUCATIONAL SEMINAR
FULL DAY SEMINAR WHERE SCIENTISTS, RESEARCHERS, DOCTORS ETC. ARE MOTIVATED AND EDUCATED TO BECOME LOCAL HOSTS
AMBASSADOR HANDBOOK
HANDBOOK FOR LOCAL HOSTS ON HOW TO BID FOR AND ORGANIZE AN INTERNATIONAL MEETING
FUNDRAISING GUIDE
PRACTICAL GUIDE FOR LOCAL HOSTS WITH TIPS FOR HOW TO DEVELOP FUNDING STRATEGY, SEARCH FOR FUNDING OPTIONS AND APPLY FOR FUNDING
CONGRESS GUARANTEE SCHEME
NATIONAL CONGRESS GUARENTEE FUND PROVIDES ACCESS TO OBTAIN FUNDING FOR PRE-CONGRESS COSTS
38
• Stand alone = You loose• Work together = You win• Network your city• Event your city
Lessons Learned in CPH
39
..If Copenhagen became the centre of the world, many people would be happy…
…others would find it odd since they thought it already was…
Piet Hein, 1969