Presentation of latest Convention 2020 research on Venue and Destination Innovation - presented at Imex 25-26 05 11

1. Venue and Destination Innovation
IMEX Frankfurt
May 25th / 26th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com

2. Convention 2020
• 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

3. Growth is not Guaranteed
Image source: Piper Report

4. Thinking is Back in Fashion
Image source: Einstein.yu.edu

5. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

6. Generational Diversity
Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of living
to 100.
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

7. Business Model / ROI Innovation
Free or Fantastic
Image source: eholidayindia.com

8. TMT – Convergence and Immersion
Telephony Connectivity
• Voice • Cellular
• Messaging • Up to 14 bands
• SIM card • WLAN/BT
• Phonebook • GPS
• Ring Tones • NFC
• Security • FM
Data/ Multimedia
Enterprise • Camera 8-16M
• 100Mbps • Camcorder
• Email • 24M Color Display
• IMS • Memory (160GB)
• Browsing • Multiformat A/V
• HD Video/TV out
• VPN
• Games
• PIM
Software (50-100M Tps)
• Ecommerce
• Protocols • DRM
• Payments
• Middleware
• Applications
• User Interface
• Minimize fragmentation

9. 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.
9
Image source: Qatar National Convention Centre 1085 respondents

10. 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.
10
Image source: imageshack.us 1090 respondents

11. PCMA Learning Lounge
Image source: jeffhurtblog.com http://www.borev.net/imf.jpg

12. Personal and Immersive
e.g. Globe Forum Silent Conference
Image source: sustainablecitiesnet.com http://www.borev.net/imf.jpg

13. Trade Show Innovation
• Routes /
Network
• Health Industry
Distributors
• United Food
Processors
Image source: Imex

14. Food Inspiration Network
Reinventing the Trade Show
Image sources: lovelovemodo.comlisstree.com / thechefalliance.com
http://www.borev.net/imf.jpg

15. Venue Strategies and Innovation
Key Survey Findings

16. Which Region are you Based in?
Europe
Australasia
North America
Asia
Middle East
Africa
South America
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

17. Top 5 Country of Residence
30%
25% 24%
20%
16%
15%
15%
10%
6%
5%
5%
0%
Australia UK US South Korea Hungary

18. Convention Centre Strategy,
Management and Ownership
The highest strategic priorities for venues in the next three years are to:
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations
Image sources: seiservice.com / getentrepreneurial.com / mintel.com

19. Convention Centre Strategy,
Management and Ownership
The highest strategic priorities for venues by 2020 will be to
Create a more flexible set Differentiate themselves in Identify new markets e.g.
of service offerings in the face of increased emerging industry sectors,
response to customer competition professions and
demands associations
Image sources: lasersharks.com / blogs.smh.com.au / FT.com

20. Convention Centre
Operations and Facilities
The highest strategic priorities for venues in the next three years are to
Keep up with meeting Retain and recruit the right Create lower cost
technologies and identify talent operating and purchasing
those that will add value models
for customers
Image sources: techday.co.nz / vator.tv / ononshipping.com

21. Convention Centre
Operations and Facilities
The highest strategic priorities for venues by 2020 will be to
Keep up with meeting Increase the flexibility of Retain and recruit the right
technologies and identify how venue space can be talent
those that will add value configured
for customers
Image sources: mpiweb.org / 3.bp.blogspot.com / static.guitm.co.uk

22. Market Strategies
Over 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 Enter into international Seek to differentiate
practices as an expected alliances with other themselves on service and
standard rather than as a independent venues to bid customer experience
source of competitive for multi-year convention
advantage contracts from
associations and other
Image sources: webconferencingcouncil.com /
sphotos.ak / /smallbusinessdelivered.com
event owners

23. Finance
What financial strategies do you expect to see venues adopt by 2020?
Focus on developing Provide incentives to Offer greater financial
ancillary revenue streams encourage repeat bookings support to attract incoming
events
Image sources: digecor.com / msptelemarketing.com / dotgirl.com

24. 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 Supporting a wide range Flexibility in use of
meeting rooms of possible future concourses / foyers /
technology solutions public spaces
Image sources: hometrend.org / telepresenceoptions.com / inhabitat.com

25. Which of the following Technology
Strategies do you expect venues to
adopt in the coming decade?
Connectivity - offer free Wi-Fi Marketing – offer 3D visuals, Event Intelligence – Adopt
to delegates and exhibitors virtual world showcases and smart tagging (e.g. RFID) of
online venue ‘walkthroughs’ trade show booths,
to showcase what is on offer delegates and meeting
rooms to enable production
of accurate information on
Image sources: newlyemerged.files.wordpress.com / knowtebook.com / stronglink.cn visitor behaviour

26. Which of the following revenue earning
activities do you expect to see venues
adopt over the next decade?
Carry advertising in public Host live entertainment Create their own or 'joint
areas targeted at the such as concerts and ventured' consumer
demographic attending theatre performances focused events such as
each event food and wine fairs,
seasonal retail events and
Image sources: sunrisepos.com / yourengagement101.com / bocaraton.com
local craft fairs

27. What do you think will be the key long
term differentiators of successful venues
over the next decade?
Flexibility in use of the Staff, quality attitude and Ability to help event owners
facility capability generate additional
revenue streams
Image sources: inhabitat.com / greatpeople4events.co.uk / digecor.com

28. 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
60 56
50
40
30
24
19
20
10
2
0
178 Respondents Strongly agree Agree Disagree Strongly disagree

29. 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
60 57
50
40
30 26
20 15
10
2
0
Image sources: designholeonline.com 180 Respondents Strongly agree Agree Disagree Strongly disagree

30. As client budget pressures increase, venues will increasingly
be expected to offer direct financial support or underwriting
to attract the largest events
60 56
50
40
30
24
19
20
10
1
Image sources: marksinvestingblog.com 180 Respondents 0
Strongly agree Agree Disagree Strongly disagree

31. 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
60 57
50
40
31
30
20
12
10
1
0
Strongly agree Agree Disagree Strongly
Image sources: m2newmedia.netm 181 Respondents disagree

32. 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
60
50
50
40 37
30
20
11
10
2
0
Strongly agree Agree Disagree Strongly
Image sources: nerdnirvana.org 179 Respondents disagree

33. Business Positioning
Basic Fast Strategic
Model Follower Innovator
Low
Cost No
Frills
33

34. Economic Return
Or
Image sources: tourismthailand.org / physics.dit.ie http://www.borev.net/imf.jpg

35. Out-thinking the Competition
35
Image smh.com.au

36. 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
• Reducing carbon dioxide emissions by: 169,000 kg
36
Image sources: Telia Sonera

37. Competition - Meeting Models
Source: Tandberg

38. The Opportunity
• Conventions and
Trade Shows are
a multi-billion
industry
• Major contributor
to knowledge
exchange and
business
creation
• But
Image sources: annieandyiannis.com / img.ibtimes.com

39. To win we Must Focus
‘Beyond Tourism’
Image source: asiatravel.com

40. ICCA Rankings - Subject Areas
The opportunity is partnering to maximise knowledge transfer and value
creation in the key industries of the future

41. Destination Strategies 2015
Show ROI for Show longer More
event term contribution extensive
owners/delegates to economic data mining
development
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

42. Attributable Sales Revenues
Exhibitors / Delegates Local
Sponsors Businesses
Image source: wadefinancial.co.uk

43. Business Innovation and
Performance Improvement
Image sources: ifgfunding.com

44. Knowledge Transfer
Image sources: businessgrow.com

45. Research Opportunities and Funding
Image sources clockwise: anthonares.net / singularityhub.com / eurescom.de / unmediated.org

46. New Networks, Partnerships and
Collaborations
Image source Tallberg Foundation

47. Awareness and Awards
Image source abclady.com

48. Inward Investment
Image source selfones.com

49. Job Creation
Image source tutpr2u.net

50. Sector and Country Targeting
50
Image source prwatch.org

51. Ambassador Programmes
51
Image source globalnetworkstrategy.eu

52. Authentic Experiences
Image source roryandjamie.files.wordpress.com

53. 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

54. FCCI FIRST ACTION FORUM SEOUL
MARCH 2011
Image source Seoul Tourism Organization

55. Tourism
Convention Services
Design
Distribution Services
Digital Content
R&D
Image source Seoul Tourism Organization

56. Image source Seoul Tourism Organization

57. DDP: DONGDAEMUN DESIGN PLAZA
Image source Seoul Tourism Organization

58. FLOATING ISLANDS ON SEOUL’S HAN RIVER

59. Sydney - Priority sectors identified by
government for development
• Finance, Insurance & Professional Services
• Infrastructure and Construction
• Advanced Manufacturing
• Communication and Info Technology
• Retail
• Education and Research
• Agri-food
• Creative industries
• Mining
• Tourism
• Health and Allied Services

60. Sydney -
Linking business events to government priorities
BESydney
Target
government Government
priority sectors invests in
for development BESydney
Work with
government and Community
institutions to
secure events
benefits
Events help
develop sectors
Image source Business Events Sydney

61. 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

62. 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
the fights against obesity.”
Tony Abbott, Federal Minister for Health then
(Currently Leader of Opposition Party in Australia)
Image source Business Events Sydney

64. 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
Comparative study into competitor destinations
Industry Forums
Clearer understanding reached of a joined-up approach
Recommendations and future approach

65. Leveraging Sporting Legacy
2015 2016* 2017 2018
• Rugby World Cup • NFL Super Bowl • World Athletics • FIFA World Cup
• Women’s Football • World Hockey Champs • Youth Olympic Games
World Cup Champions Trophy • Solheim Cup (Ladies’ • FIBA World Basketball
• Amateur Boxing • European Athletics Golf) Champs
World Champs Champs • Hockey Euronations • FINA Water Polo
• World Masters • Table Tennis World • IPC World Swimming World Cup
Athletics Champs Cup Champs (25m; • Track Cycling World
• World Disabled • LEN European Disability) Cup
Badminton Champs Swimming Champs • Track Cycling World
• World Team • Track Cycling World Cup
Badminton Champs Champs
• FINA Diving World
Series
• IPC European
Swimming Champs
• European Junior
Athletics Champs
• European Team *Olympic Year – may
Athletics Champs limit event feasibility
Image source: London & Partners

66. 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

67. Abu Dhabi – Key Sectors
• Education
• Energy and Environment
• Healthcare
• Petrochemicals, Oil and Gas
• Pharmaceuticals
• IT, Telecoms + Communications
• Transportation and Logistics
• Construction
• Culture
• Food industry
• Manufacturing and Infrastructure
• Security and Defense
• Tourism
Image source: flickr.com

68. 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
• 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

69. 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:

70. 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
Bidding – aggressive; substantial bid funds
(Haven-Tang et al, 2007)
Image source: Durban KwaZulu Natal Convention Bureau

71. 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

72. Conclusion
• New turbulent era
• Key economic
development engine
• 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

73. 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
• Suggest Research Topics - tell us what you’d like to see
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com

74. 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 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

75. 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, 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

76. 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

77. 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

78. 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,
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
rohit@fastfuture.com

79. Designing Your Future
Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
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
rohit@fastfuture.com

80. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

81. Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising LongTerm Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– 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
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

82. Example Clients