Boston Pursues Strategies to Leverage Value

来源 :出展世界 | 被引量 : 0次 | 上传用户:joeybaobao
下载到本地 , 更方便阅读
声明 : 本文档内容版权归属内容提供方 , 如果您对本文有版权争议 , 可与客服联系进行内容授权或下架
论文部分内容阅读
  Many convention centers and the people who run them have long relied on the old measurements of“heads on beds” and other economic impacts to measure the worth of the work they do. This model was created during the second half of the 20th century during the trade show boom when events expanded dramatically in the U.S. At that time, destinations decided that economic impact alone was reward enough for building, maintaining and upgrading facilities. The “loss leaders” status of convention centers became the model around the world, with few in the industry pushing the envelope away from economic impact to revenue generation.
  However, between the recent economic downturn, a saturation of new convention facilities and the strains of subsidizing some operations, that old model is now being called into question. In Boston and throughout the world, if meetings and conventions are to ingrain themselves into their city, state or country’s economic engines and push towards self-sufficiency, changes needed to be made.
  At the Massachusetts Convention Center Authority, we are working to make this change by optimizing our space and finding unique ways to increase revenue.
  Our first step in this direction was the formation of the MCCA’s Strategy and Product Development Team, a team dedicated to analyzing and eventually selling services that will both help generate additional revenue and help Boston events thrive. The creation of this new team and the work they will do is instrumental to the future of the Massachusetts Convention Center Authority, and we also view this effort as a bellwether moment for the meeting and convention industry, as for all of us to continue to do the important work we do, we must begin to change the way we operate.
  The team, led by Chief Strategy Officer Johanna Storella, began by taking a deep look at the performance of the MCCA’s current products and services to try and understand the value to the customer, and to centralize the sales and marketing of those services. From marketing and selling a state-of-theart event management system developed in-house by the MCCA, to running rather than simply hosting events, the MCCA is out to break the mold.
  Though still early in the process, the team has developed a new evaluation metric to determine if new ideas are a good fit for the MCCA while analyzing revenue potential. For example, the group is looking at how they might be able to help smaller events with registration, without competing with other registration suppliers that assist larger events.


  To better optimize space in its two convention centers in Boston, the MCCA also repurposed 20,000 square feet of underutilized meeting space at the Hynes Convention Center and converted it into restaurant space that now generates additional revenues and resulted in two amazing restaurant spaces inside the convention center. And through a new video wall and outdoor marquee at the Boston Convention & Exhibition Center, advertising and sponsorship revenues are now being generated.
  In addition, the Strategy and Product Development team is in the midst of creating or co-sponsoring events that fill unique niches and can grow and generate revenue based on their success.
  Two new events have already been announced. Working with Intelligence Summits LLC, the MCCA announced the launch of Culinary Intelligence Summit, a full-day conference focused on solutions for larger-scale food service operations working to implement and manage gluten free/allergy meal solutions to meet consumer demand. The event will take place June 10, 2014, at the Hynes Convention Center in Boston.
  The MCCA and Sitarian? Corporation also announced the launch of the Advanced Audio + Applications Exchange? (A3E?) w w w. A 3 E xc h a n g e . c o m , a n international tradeshow, conference and social network exchange focused on the exploration of new technologies that are transforming the music industry and the creative processes of musicians and audio professionals. The inaugural event will take place September 23-24, 2014, also the Hynes.
  These and all future events are created to avoid competing with existing clients while filling a strong need. If successful, the events can travel independently of their Boston roots, taking place anywhere there is demand.
  When looking toward the future, you cannot help but analyze it from where you stand now - and in our view, where we stand now is not sustainable. We realize not everyone has the ability or option to try this approach, but we’re happy to share our thoughts with other industry members to encourage the industry to grow and flourish. Meetings and conventions are not going away –but we have to find better ways to grow their benefits.
其他文献
新加坡滨海湾金沙中心位于中央商业区的中心,离樟宜国际机场仅20分钟车程, 汇聚娱乐、商业、购物功能,为宾客们献上毕生难忘的体验。滨海湾金沙中心有三座55层楼高的大厦,2,561 间豪华客房与套房, 自2010年4月27日开业起,为新加坡的旅游业增添了活力。酒店顶层的金沙空中花园提供广阔的360度视野,让人们饱览新加坡的城市风景线。空中花园也设有餐厅,绿意盎然的花卉,游泳池和全球最大的公共观光台。 
期刊
过去,很多会展中心的管理者都长期依赖“竭尽全力”的方法,以场馆运营带来的经济收益来衡量自身工作的价值大小。这种评估模式,是在20世纪会展行业美国会展业蓬勃发展的阶段提出来的。在当时,会展场馆所在的城市认为,场馆本身的经济效益只要可以覆盖场馆大楼与馆内设施的维护与升级,便足矣。渐渐地,世界各地的会展中心普遍戴上了“亏损大户”的帽子,只有少数会展中心还在极力挣扎,试图冲出经济衰退的雾霾,扭亏为盈。  
期刊
Conveniently located within Singapore’s Central Business District, 20-minutes from Changi International Airport, Marina Bay Sands combines first-rate business and meeting facilities with world-class e
期刊
2013年11月14日,中国-东盟(缅甸)商品展览会在缅甸仰光军事博物馆降下帷幕。展会由中国对外贸易中心(集团)与中国国际贸易促进委员会山东省委员会联合主办,并得到中国驻缅甸大使馆经济商务参赞处、缅甸商务部贸易促进司、缅甸工商联合会及缅甸各界的高度关注和大力支持。  2013年是中国-东盟建立战略伙伴关系10周年,缅甸与中国走过的这10年,是硕果累累的10年。中国已成为缅甸最大的贸易伙伴之一,两国
期刊
2013 China-ASEAN (Myanmar) Commodities Exhibition (CAEM) successfully ended on November 14th, 2013 at Tatmadaw Hall, Yangon, Myanmar. The exhibition was hosted by China Foreign Trade Centre (Group) an
期刊
“Security has always been high on our agenda. We regard security certification through Safehotels as a natural step, as well as a tool for further developing our security work,” says Monika Malmén, CE
期刊
In the southwest of Germany, near the French border, lies the city of Karlsruhe, a city of tradition on great inventions and innovation: it is the home of Gottfried Benz, who invented the automobile.
期刊
Reporter: According to AUMA, in 2014 around 305 exhibitions are planned to take place around the world, an increase of 10%. By far the most important destination country is China with 90 events. Why i
期刊
2014新加坡国际水博会(Water Expo2014)将于6月2-4日在新加坡金沙国际会展中心隆重举行。本次活动由新加坡公共事业局(PUB)主办,并得到国际水协会(IWA)、新加坡环境与水资源部、国际海水淡化学会(IDA)、李光耀公共政策学院等国际组织和政府机构的积极参与和支持。水博会是世界最高规格水处理行业盛会之一,也是各地政府官员、业界领袖和水资源专家汇聚和商讨政策、提出商务解决方案和探讨水
期刊
From 1 to 5 May, 2014, BKG Exhibitions Limited will introduce a premium Auto show, in sub-Sahara Africa, the Lagos International Motor Fair, with its Turkish partner Senexpo International Fairs Inc.. 
期刊