Rohit Talwar - Convention 2020 - Venue Sector Meeting - IMEX 23 05 11
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Transcript of Rohit Talwar - Convention 2020 - Venue and Destination Innovation - Imex 25-26 05 11
Venue and Destination Innovation
IMEX Frankfurt IMEX Frankfurt May 25th / 26th 2011
Rohit Talwar
CEO – Fast Future
www.convention-2020.com
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations
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 5231739
344
1998
729
4157
1030
585
Source : United Nations2010 2050
Generational Diversity Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of living
to 100.
Aubrey de Grey suggests we Aubrey de Grey suggests we
could live to 500 or 1000
What are the implications for
event design?
What kind of opportunities will
be created?
Image source: ted.com
Business Model / ROI Innovation
Free or FantasticImage source: eholidayindia.com
Telephony• Voice
• Messaging
• SIM card
• Phonebook
• Ring Tones
• Security
Connectivity• Cellular
• Up to 14 bands
• WLAN/BT
• GPS
• NFC
• FM
TMT – Convergence and Immersion
Data/
Enterprise• 100Mbps
• IMS
• Browsing
• VPN
• PIM
• Ecommerce
• Payments
Software• Protocols
• Middleware
• Applications
• User Interface
• Minimize fragmentation
Multimedia• Camera 8-16M
• Camcorder
• 24M Color Display
• Memory (160GB)
• Multiformat A/V • HD Video/TV out
• Games
(50-100M Tps)
• DRM
Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
1085 respondents9
Image source: Qatar National Convention Centre
More, Smaller and Specialized?By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
1090 respondents10
Image source: imageshack.us
PCMA Learning Lounge
http://www.borev.net/imf.jpgImage source: jeffhurtblog.com
Personal and Immersive
e.g. Globe Forum Silent Conference
http://www.borev.net/imf.jpgImage source: sustainablecitiesnet.com
Trade Show Innovation
• Routes /
Network
• Health Industry • Health Industry
Distributors
• United Food
Processors
Image source: Imex
Food Inspiration Network
Reinventing the Trade Show
http://www.borev.net/imf.jpgImage sources: lovelovemodo.comlisstree.com / thechefalliance.com
Venue Strategies and Innovation
Key Survey Findings
Which Region are you Based in?
North America
Australasia
Europe
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
South America
Africa
Middle East
Asia
Top 5 Country of Residence
24%
16%15%
20%
25%
30%
16%15%
6%5%
0%
5%
10%
15%
Australia UK US South Korea Hungary
Convention Centre Strategy, Management and Ownership
The highest strategic priorities for venues in the next three years are to:
Differentiate themselves in
the face of increased
competition
Identify new markets e.g.
emerging industry sectors,
professions and
associations
Create a more flexible set
of service offerings in
response to customer
demands
Image sources: seiservice.com / getentrepreneurial.com / mintel.com
Convention Centre Strategy, Management and Ownership
The highest strategic priorities for venues by 2020 will be to
Create a more flexible set
of service offerings in
response to customer
demands
Differentiate themselves in
the face of increased
competition
Identify new markets e.g.
emerging industry sectors,
professions and
associations
Image sources: lasersharks.com / blogs.smh.com.au / FT.com
Convention Centre Operations and Facilities
The highest strategic priorities for venues in the next three years are to
Keep up with meeting
technologies and identify
those that will add value
for customers
Retain and recruit the right
talentCreate lower cost
operating and purchasing
models
Image sources: techday.co.nz / vator.tv / ononshipping.com
Convention Centre Operations and Facilities
The highest strategic priorities for venues by 2020 will be to
Keep up with meeting
technologies and identify
those that will add value
for customers
Retain and recruit the right
talent
Increase the flexibility of
how venue space can be
configured
Image sources: mpiweb.org / 3.bp.blogspot.com / static.guitm.co.uk
Market StrategiesOver the next decade, which of the following service and market facing strategies
do you expect Convention Centres to adopt as they seek to compete in a more
intense global environment?
Adopt environmental best
practices as an expected
standard rather than as a
source of competitive
advantage
Seek to differentiate
themselves on service and
customer experience
Enter into international
alliances with other
independent venues to bid
for multi-year convention
contracts from
associations and other
event ownersImage sources: webconferencingcouncil.com /
sphotos.ak / /smallbusinessdelivered.com
Finance
What financial strategies do you expect to see venues adopt by 2020?
Focus on developing
ancillary revenue streams
Provide incentives to
encourage repeat bookings
Offer greater financial
support to attract incoming
events
Image sources: digecor.com / msptelemarketing.com / dotgirl.com
What are the key drivers that will have the greatest influence on the design of
new venues in the next decade?
Flexibility in use of
meeting rooms
Supporting a wide range
of possible future
technology solutions
Flexibility in use of
concourses / foyers /
public spaces
Image sources: hometrend.org / telepresenceoptions.com / inhabitat.com
Which of the following Technology Strategies do you expect venues to
adopt in the coming decade?
Marketing – offer 3D visuals,
virtual world showcases and
online venue ‘walkthroughs’
to showcase what is on offer
Connectivity - offer free Wi-Fi
to delegates and exhibitors
Event Intelligence – Adopt
smart tagging (e.g. RFID) of
trade show booths,
delegates and meeting
rooms to enable production
of accurate information on
visitor behaviourImage sources: newlyemerged.files.wordpress.com / knowtebook.com / stronglink.cn
Which of the following revenue earning activities do you expect to see venues
adopt over the next decade?
Carry advertising in public
areas targeted at the
demographic attending
each event
Host live entertainment
such as concerts and
theatre performances
Create their own or 'joint
ventured' consumer
focused events such as
food and wine fairs,
seasonal retail events and
local craft fairsImage sources: sunrisepos.com / yourengagement101.com / bocaraton.com
What do you think will be the key long term differentiators of successful venues
over the next decade?
Flexibility in use of the
facility
Staff, quality attitude and
capability
Ability to help event owners
generate additional
revenue streams
Image sources: inhabitat.com / greatpeople4events.co.uk / digecor.com
Over the next decade, publicly funded centres will be expected to play a far greater role in supporting the local community – for example providing
low or no cost facilities for activities such as local art exhibitions, community meetings and social functions
178 Respondents
19
56
24
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagree
Over the next decade, venues will increasingly be expected to offer more in-depth and comprehensive event design advice
and will seek to use this as a competitive differentiator
180 Respondents
26
57
15
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagreeImage sources: designholeonline.com
As client budget pressures increase, venues will increasingly be expected to offer direct financial support or underwriting
to attract the largest events
180 Respondents
19
56
24
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagreeImage sources: marksinvestingblog.com
As the boundaries (start and end points) of events start to blur and event owners seek to increase participant engagement before and after the event, venues will increasingly need to provide solutions that support
such social media engagement
181 Respondents
31
57
12
1
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagreeImage sources: m2newmedia.netm
Over the next decade, in the face of intense competition, there will be growing pressure to provide the core facility for
free and cover the costs through other revenue streams
179 Respondents
11
50
37
2
0
10
20
30
40
50
60
Strongly agree Agree Disagree Strongly disagreeImage sources: nerdnirvana.org
Business Positioning
33
Basic Model
Low Cost No Frills
Fast Follower
Strategic Innovator
Economic Return
Or
http://www.borev.net/imf.jpg
Or
Image sources: tourismthailand.org / physics.dit.ie
Out-thinking the Competition
35
Image smh.com.au
TeliaSonera - TelePresence Meetings Stockholm-Helsinki
• Number of meetings: 464
• Reduced number of journeys: 1.392
– 500,000€ in travel costs
• Saved working time: 40 months
36
• Reducing carbon dioxide emissions by: 169,000 kg
Image sources: Telia Sonera
Competition - Meeting Models
Source: Tandberg
The Opportunity
• Conventions and
Trade Shows are
a multi-billion
industry
• Major contributor • Major contributor
to knowledge
exchange and
business
creation
• ButG
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 partnering to maximise knowledge transfer and value
creation in the key industries of the future)
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
Attributable Sales Revenues
DelegatesExhibitors / Sponsors
Local Businesses
Image source: wadefinancial.co.uk
Business Innovation and Performance Improvement
Image sources: ifgfunding.com
Knowledge Transfer
Image sources: businessgrow.com
Research Opportunities and Funding
Image sources clockwise: anthonares.net / singularityhub.com / eurescom.de / unmediated.org
New Networks, Partnerships and Collaborations
Image source Tallberg Foundation
Awareness and Awards
Image source abclady.com
Inward Investment
Image source selfones.com
Job Creation
Image source tutpr2u.net
Sector and Country Targeting
50
Image source prwatch.org
Ambassador Programmes
51
Image source globalnetworkstrategy.eu
Authentic Experiences
Image source roryandjamie.files.wordpress.com
• Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
Future Convention Cities Initiative
FCCI FIRST ACTION FORUM SEOUL
MARCH 2011
Image source Seoul Tourism Organization
�Tourism
�Convention Services
�Design
�Distribution Services�Distribution Services
�Digital Content
�R & D
Image source Seoul Tourism Organization
Image source Seoul Tourism Organization
DDP: DONGDAEMUN DESIGN PLAZA Image source Seoul Tourism Organization
FLOATING ISLANDS ON SEOUL’S HAN RIVER
Sydney - Priority sectors identified by government for development
• Finance, Insurance & Professional Services
• Infrastructure and Construction
• Advanced Manufacturing
• Communication and Info Technology
• Retail • Retail
• Education and Research
• Agri-food
• Creative industries
• Mining
• Tourism
• Health and Allied Services
Target government
priority sectors for development
Government invests in BESydney
BESydney
Sydney -Linking business events to government priorities
Work with government and
institutions to secure events
Community benefits
Events help develop sectors
Image source Business Events Sydney
Sydney Case Examples• 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.
Image source Business Events Sydney
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 “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)
Image source Business Events Sydney
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� 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
• NFL Super Bowl
• World Hockey
Champions Trophy
• European Athletics
Champs
• Table Tennis World
• World Athletics
Champs
• Solheim Cup (Ladies’
Golf)
• Hockey Euronations
• IPC World Swimming
• FIFA World Cup
• Youth Olympic Games
• FIBA World Basketball
Champs
• FINA Water Polo
World Cup• 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
• Table Tennis World
Cup
• LEN European
Swimming Champs
• Track Cycling World
Champs
*Olympic Year – may
limit event feasibility
• IPC World Swimming
Champs (25m;
Disability)
• Track Cycling World
Cup
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• 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 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:
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� Infrastructure – venues, airport
� Bidding – aggressive; substantial bid funds
� (Haven-Tang et al, 2007)
Image source: Durban KwaZulu Natal Convention Bureau
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.
Image source: Durban KwaZulu Natal Convention Bureau
Conclusion
• New turbulent era
• Key economic
development engine
• Too important to mess up• 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
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• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see G
• Ask about the sponsorship benefits
[email protected] www.convention-2020.com
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 marketsand 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
74
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, DeutschebankSantander, 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 maximising 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, 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
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
Designing Your FutureKey Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
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
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– 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– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
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– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
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