Convention Centres in

Context:

Defining “Success” From

a Community

Perspective

Carmichael Lecture

Halifax, 2010

A Convention Centre is an

Investment:

Not just initial, but ongoing

Needs to deliver an appropriate return

In this industry, are two measures of success:

What works for the market

What works for the community

The Competitive Landscape:

Everyone wants the business

New convention facilities, destinations appearing globally

Industry expectations have evolved; need to meet these to be competitive

Centres are expanding/renovating to:

• Increase overall space and flexibility

• Respond to changing event formats

• Address competitive factors (facilities; finish, sustainability)

How Planners Choose:

Facilities that meet event program requirements

Air access and cost

Number / quality of hotel rooms

Clean / attractive / popular city

Security / safety / crime

Supportive destination / local members

Local attractions for off-site programs

Address rotational factors

How About the Community?

Centres play three key roles:

A revenue role

A community enhancement role

An economic development role

The Revenue Role:

They generate delegate / exhibitor spending in many different sectors

They promote visits; utilize hospitality infrastructure (off season implications)

They promote tourism via pre / post , accompanying persons, return visits

They attract / support new infrastructure investment (e.g. hotels)

The Community Enhancement

Role:

They bring world class knowledge and expertise into the community

Can create national / global exposure

They provides facilities / services for community events and celebrations

They generate non-resident tax revenues that can be applied to community needs

The Economic Development Role:

They help address economic, professional, academic strategies

They attract business audiences that wouldn’t otherwise visit

They help position the city and expose delegates to investment opportunities

They act as a vehicle for local business / professional groups to host colleagues

They create opportunities to showcase for local products and services

A Factor in Economic Recovery:

Conventions and exhibitions facilitate research, technology, academics

They support personal and professional development

They are critical to business stimulation and advancement

They help build networks and discourage economic isolation

Assessing Value:

We tend to focus on direct impacts like revenue, but…

Conferences, conventions are all about outcomes

Value is what they accomplish, not just how much delegates spend

Many of these outcomes impact the host community, so

Centres should complement overall economic development strategies

The Physical Context:

Centres are only part of the product

The balance is made up of the community experience (hotels, F&B, entertainment, attractions)

That experience is enhanced when these are more accessible to delegates

Has major implications for centre location

Ideal is a “precinct” that offers majority of delegate amenities in close proximity

A Role in Area Revitalization:

Delegates are a “captive clientele”

Help re-animate the surrounding area

Diversify customer base, seasonality for adjacent businesses

Provide rationale for new investment

Encourage business activities that feature local culture / experiences

Support new (i.e., group) product creation

Site Selection Must Balance

Market, Community Expectations

Both business, community benefit from complementary surroundings

Mixed record in using centres as anchors for area redevelopment

Wrong choice isolates centre from the city, impacting ROI and marketability

Vancouver Convention Centre

San Diego 1985

San Diego Today

Jacksonville, Florida

A Long Term Commitment:

Markets take time to develop; patient investment required

Existing centres have a market advantage, but must reposition following redevelopment

Government has prominent role, but…

Other stakeholders will have to support actively and consistently

In Conclusion….

Halifax has distinct advantages (location, access, market history)

Current facilities limit competitiveness

A new / expanded facility provides an opportunity to address limitations, but..

Can also complement broader economic, community strategies

Everything from facility design to market priorities will depend on how “success” is defined

Convention Centres in

Context:

Defining “Success” From a

Community Perspective

Carmichael Lecture

Halifax, 2010