Big is Now Beautiful
Of course, here at Lime Venue Portfolio, we’d say that wouldn’t we. Our venues are, in the main, big. Internationally renowned conference and event spaces, globally recognised sporting stadia, racecourses, even our attractions are, well, big.
We do tiny too, but this month is all about big, and just as well because it is official, big is becoming more and more beautiful. BCD Meetings & Events recently released data that showed that average delegate numbers are going up. Not just creeping, jumping; from 120 to 150, and now 170. The figure is representative of conferences, but when we imagine that a business like theirs looks after many, many small and micro events, they must be dealing with some absolute monsters to see the figures leap up so much, so often; it’s not to be ignored.
Another reason why #brandlimevenueportfolio are more behind this larger sector of the industry than usual is that, as we constantly remind everyone, we are in the business of ‘better events’. The better the event, the more value, the more value, the more likely the brand, business, or organisation will do it again; rinse and repeat, and hey presto, a thriving industry. If events are getting bigger, that means these clients are seeing more value, delegates want to be there, they want to engage, and the value and returns on investment go up.
And that isn’t just conferences either, the exhibition industry is also benefiting from this increased consumer interest as generations embrace the experience economy, the love of face to face, and believe that when we meet we get more done. They’re getting bigger too, meaning that the event producers can invest more in them, build the experience, and build the value; rinse and repeat, better events everywhere.
From our own (selfish?) point of view, we want to supercharge these events by encouraging even more interest. We’re fortunate to have heroes like the Scottish Event Campus and ExCeL London in our portfolio, these guys are masters of the large event with acres of purpose-built space for conferences, congresses, and exhibitions. They also have clever people, operational excellence, and a collaborative spirit that make the event feel warm and loved from the moment they start working with the venue.
But we’re also flying the flag of some of our other venues. Let’s not forget, they do big too. If they can look after thousands of sports fans on the weekend, or a massive conference in the evening, they are very well set to look after a major event. But they also bring something else, like the others, built into the fabric of the venue. Be it a sporting stadium, an attraction, or racecourse, these events have personality built in. They reflect their local communities, and they say something about health, nutrition, and glamour. But they are also memorable, they create anticipation for the delegate, and that’s before they even arrive.
On arrival, the delegate not only gets their event, but they also get a behind the scenes tour of some of the most recognised buildings in the UK. Because its ‘their’ event, the venue becomes their own as well, they get to take a piece of it home. This means something.
Add the glitz and the glamour of the event itself, from top to bottom digital signage, to historic entrance ways, or just some lovely green space out the window, it’s no wonder more and more large event organisers are considering these venues to create their experiences.
What is perhaps one of the most exciting trends we’re seeing within this larger events sector, is the growing confidence of event planners. They are more open to experimentation, looking at things differently, and genuine innovation. Exhibitions are changing shape every day, literally. Old style linear shell scheme models are giving way to more progressive, creative, and engaging brand activations. The spaces are evolving, and the venues are giving them the opportunity to do so even more.
In the same way, as racecourses have diversified into concerts and festivals, large meetings, congresses, and exhibitions are rolling out of their traditional spaces and outside of the traditional ‘in-hall’ set up. This too, is exceptionally exciting and can only be a good thing for the delegate, the businesses in the room, and the experience as a whole.
From a venue perspective, or a venue portfolio perspective, we couldn’t be more welcoming of this level of creativity. Events are risky, they take bravery and confidence, but when the organiser’s feel supported; by their audience, their partners, and by their hosts, amazing things can happen. We hope they keep on happening within Lime Venue Portfolio venues
