icca middle east international meetings forum 2016: "strategies for success"
TRANSCRIPT
International Congress and Convention Association | #ICCAWorld
strategies for success
scott taylor chief executive : advance city marketing
International Congress and Convention Association | #ICCAWorld
glasgow city marketing bureau
o City Brand
o Conventions
o Major Events- Cultural, Sporting, Commercial
o City Centre Strategy
o Supporting City Economic Leadership
o Airlines- new & existing routes
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2nd tier city in premiership
1st set up city council company
£7.3m company budget 2016-17
5th placed Best Sport City in the world at Sport Accord 2016
£140m from 505 new conferences won 2015-16
3.3m conference delegate hotel room nights 2005-16
£1.3bn conference spend in past 10 years
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Glasgow competing globally
o hotel occupancy average year round 83%
o sse hydro – 1.2m people per year & 2nd busiest ticketed
entertainment arena in the world
o host city for the 2014 Commonwealth Games and MTV
EMA
o 2018 European Championships
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Its everyone's business
o convention centre
o university’s & hospitals
o Airport & Emirates
o chamber of commerce
o venues
o transport train / taxis/ operators
o hotel/ restaurant, visitor
attractions / associations
o pco’s / dmc’s
o event companies
o you're part of a city wide team
o supply is exceeding demand
o 35-40,000 hotel rooms being
built- yield not all about arr.
o get behind the bureau to build
years of conference volume
o support the vision of the
leadership of Dubai
o Site visits to immersion
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o In the bid – personal promise chair hotels association
o hotels association GM’s working closely with bureau- monthly
o monthly Reservation manager meetings on allocation/rate
o bureau room holding and release most flexible in Europe
o hotel contract team for bespoke major events / conferences
hotels in the bid & delivery
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o presentation to hotels by organisers, PCO, DMC
o programming of conferences and events – arrivals and departures
o profile, early starts, dinners, late bars/licenses/staffing
o safety & security
o volume check ins/departures
o Commissions/ reconciliation/ no shows
o
Hotel Reservation meetings
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o restaurants ( including hotel restaurants ) association embedded in
bureau
o diary & yield management
o recognition, welcome signage
o conference / event client profile
o menus, extended offers
o contract/ pre payment considerations
o restaurants calendar matched to city events calendar
Restaurants: bid & delivery
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Commonwealth Games 2014
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Major Events impact
o 250,000 more room nights sold in 2014
o Games coverage 1.3 billion OTSH
o International tourist visits increases 21%
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city: tier one sponsor
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o in the bid- personal promise by airport ceo
o airline yield management & increased capacity for volume
o airport conference and event diary management
o profile for traffic surges / airport retail sales
o welcome signage and activation
o customs and immigration
o airside pick up for VIP’s
Airports and Airlines
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MTV EMA –the bid
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Events: City is the venue
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personal promise by chair- retailers association
retail free support for event activity- engagement space, video booths,
provision vacant units for pop-ups
retail support for convention activity- free space for citizen testing
conference and event offers matched to diary
festival support with finance and content
Retailer-back the bid
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Events: city comes together
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MTV EMA brand impact
Half Billion votes cast online
389 million mentions social
media
6 Billion OTS with half
coverage in UAE, China,
Australia, India +
86% mentioned Glasgow
Coverage 120 countries
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University’s strategic support
o University Principals back the bid
o Glasgow -1st ambassador programme 1990
o 1,718 ambassadors in programme - research,
clinical medical & scientific.
o 504 conferences last year – 168 with ambassadors
o event and conference legacy and research
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Case study: ESSKA
ESSKA: European Society of Sports
Traumatology and Knee Surgery
confirmed in 2015
o 3000 delegates
o Conference is in 2018
o Economic benefit of £4m
o Competition: Istanbul
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Case Study : Immersion
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Case Study: CIRSE
Convention in city: September 2014
6,000 delegates
Confirmed in 2010
Economic benefit of £13m
Competition: Vienna, Barcelona,
London
cardiovascular & interventional
radiological society of Europe
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trained, engaged, ready
cardiovascular & interventional radiological
society of europe- CIRSE
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Coffee shop conferences
o extends plenary to the citizens
o creates legacy
o generates multi channel coverage
o activates association engagement
strategy
o social and political impact
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Conventions-city is the venue
parity of esteem with
events
public engagement in
streets
profile and reach for
organiser
positive impact
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Cities are vulnerable
o when the industry fights with the bureau and
convention centre
o when there is no attempt to create value for the
organiser, PCO and DMC
o industry associations are uncoordinated and short term
focussed
o when city and industry leaders listen to defend
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Competitors are winning
o competitor cities are winning not because they have better hotels, venues, restaurants
o they’re winning because they have better team working.
o the city wide team shares a common vision
o they team invest for the long term, just like their clients do
International Congress and Convention Association | #ICCAWorld
Building your team
o allocating people and time to a new way of working
o bureau ,convention centre (s) share budgets, plans and people
o hotels city wide get behind the vision- Dubai to be the premier
events destination
o Dubai will need to develop a premier team approach
International Congress and Convention Association | #ICCAWorld
o teamwork for immersion-on site visits. Lead up to and during
conference
o move from transactional to strategic team relationship
o keep your promises- it’s a finite market and word of mouth is critical
o what the client says of their experience equals your city brand
building your team
International Congress and Convention Association | #ICCAWorld
Teamwork for the extra mile-
any questions?