Destination and Venue Selection

Chapter 3: Destination and Venue Selection

Learning Outcomes

  • Understand destination selection criteria.
  • Learn different types of venues for exhibitions.
  • Describe the site selection process.
  • Identify site selection criteria.

Overview

  • Selecting a destination and venue is a crucial step in exhibition planning.
  • The selection process may take months or up to a year, involving visits to candidate cities, sites, venues, and hotels.
  • Destination and venue significantly impact the success of the event.

3.1 The Definition of a Business Events Destination

  • A business event destination is where the main focus of a business travel trip lies, such as a conference, sales mission, exhibition, or incentive travel package.
  • Destinations can be viewed at different geographical levels, from countries to cities or coastal resorts.
  • A destination should offer:
    • Suitable venues for business events.
    • Sufficient accommodation if the venue is non-residential.
    • Attractions for social and partner programs.
    • Good accessibility with efficient transport systems.

1st Tier Cities

  • First-tier cities are traditional, well-established business event locations with infrastructure to support large groups.
  • Planners define first-tier cities by:
    • An airport with many nonstop flights (domestic, regional, and international).
    • Wide range of hotels with major international brands.
    • Good dining, entertainment, and attractions.
    • At least 10,000 committable sleeping rooms.
    • A convention and exhibition center with 500,000 square feet of exhibition space.
    • Major metropolitan hub.
    • Strong destination travel infrastructure (rail, public transportation, taxis).
    • Reputation for world-class services and amenities.

Second Tier City

  • Second-tier cities often have diversified economies or are mid-sized; they may be less known for business events but popular for other activities.
  • They may be considered more affordable due to their size.
  • Planners define second-tier cities by:
    • Affordability and better value.
    • Attracting a regional drive market.
    • Convention facilities with less than 500,000 gross square feet.
    • Regional airport with less nonstop or direct airlift.
    • Productive local industries and business climate.
    • May lack international airlift, 10,000 hotel rooms, or large exhibit space, but can still have world-class facilities

3.2 Check List for Destination Selection

  • Organization’s Policies
    • Predetermined or flexible based on exhibition needs, market demand, local member lobby, or board preferences.
    • Fixed destination or destination rotation.
  • Accessibility of the destination
    • By air, rail, road with multiple options.
    • Availability and cost of ground transportation.
  • Suitable exhibition venue & cost of the venue
    • Few venue options.
    • Easy access.
    • Meets event requirements.
    • Space requirement.
    • Reasonable and affordable cost.
  • Sufficient hotel room capacity across the category
    • Nearby venue.
    • Availability during the event.
    • Special rates for the exhibition.
  • Natural Disaster & health risks (earthquakes, Covid-19 etc)
    • Well-trained personnel in handling crises.
    • Backup and alternative plans.
  • Availability of International / local association and chapter
    • Interest in assisting or participating in the exhibition/tradeshow.
    • Partnership and sponsorship opportunities.
    • Opportunity to recruit new members.
    • Assistance in promoting the events.
    • Professional opportunities: visiting local clients, negotiation, business deals, selling, marketing contracts.
  • Appeal and Attractiveness of the destination
    • Overall destination image.
    • Leisure time activities, sightseeing, entertainment.
    • What’s new in the city?
  • Cost effectiveness destination
    • Affordable for organizers, exhibitors, and visitors.
    • Reasonable and competitive rates from suppliers.
  • Political & economic stability of the destination
    • Safety & security.
    • Availability of medical facilities.
    • Risks: possibility of strikes, natural disasters, boycotts.
  • Local governments support
    • Assisting in promoting the event.
    • Subsidies, tax exemption.
  • Local CEB/convention center
    • Extent of planning and promotional support offered.
  • Local suppliers
    • Availability of professionals in exhibition, contractors, and suppliers.
    • Ability and expertise in handling international events that meet international standards.
    • Discount rates for partner airlines & hotels.
  • Visa requirements
    • Visa-free for most nationalities.
    • Easy process and affordable cost.
  • Accessibility for people with disabilities
    • From arrival to the venue.
  • Customs regulations
    • Customs Clearance Procedures for Exhibits.
    • List of products and special items that need approval for entry.

3.3 Venue

  • A venue is a place where specific events are held, providing services needed by business travelers (meeting/exhibition space, AV system, technical support, cafeteria, etc.).
  • Venue selection is more than just a place to sit; it is a major part of the event experience.

4.2 Type of Venue

(A) Residential Venues
  • These venues provide both residential accommodation and convention, meeting, and exhibition facilities.
HOTELS / RESORTS
  • Large city business hotels (250-600 rooms) e.g., Grand Hyatt Hotel KL
    • Location: Central, commercial business districts.
    • Features:
      • High standard of services.
      • Good access to public transport.
      • Parking facilities.
      • Large ballroom, meeting rooms, foyer, function rooms transformable to exhibition space.
      • Function rooms for business matching programs.
      • Spacious foyer for social events.
      • Variety of F&B outlets.
    • Suitable for smaller-scale consumer/trade shows.
  • Large resort & integrated resorts (300-1,500 rooms) e.g., Resort World Sentosa
    • Location: Nearby attractions such as seaside, island, lakeside.
    • Features:
      • Large ballrooms.
      • Extensive meeting and function rooms.
      • Large exhibition space.
      • Mixed development: hotels, restaurants, convention & exhibition center, theme park, entertainments, shopping center, tourist attractions, casino, golf course, etc.
      • Variety of leisure and recreational activities.
      • All-in-one venue.
      • Low season all-inclusive meeting packages.
    • Suitable for medium to large-scale consumer/trade shows
ACADEMIC VENUE
  • Universities, educational institutions e.g., Sunway University
    • Location: Outside metropolitan areas.
    • Features:
      • Lecture theaters, classrooms, halls for conferences and exhibitions.
      • Audio-visual facilities.
      • Catering service.
      • Student hostels for delegates during semester breaks.
      • Generate extra revenue during school semester breaks or weekends.
      • Theaters or classrooms for seminars and talks.
    • Suitable for in-house exhibitions like Education Fairs, Career Fairs, student academic exhibitions.
(B) Non-Residential Venues

  • Provide only convention and exhibition facilities, excluding lodging.

  • Convention & Exhibition Centre (10 to few thousand delegates) e.g., Expo Singapore

    • Location: City center or suburban, easily accessible by public transportation.
    • Features:
      • Iconic design.
      • Small to larger conventions and exhibitions.
      • Halls can be converted to small function rooms.
      • High-quality audio-visual and technical services.
      • Parking facilities.
      • Variety of accommodations nearby.
    • Suitable for all types of exhibitions and trade shows, especially large-scale ones

  • Arena / Stadium (indoor and outdoor) e.g., Kuala Lumpur Sport Centre – Bukit Jalil

    • Location: Suburban, easily accessible with public transportation.
    • Features:
      • Can be transformed into conference & exhibition hall, sport & entertainment events.
      • Generate extra revenue.
      • Restaurant, cafeteria, bars available.
      • Parking facilities.
      • Accommodation nearby.
      • Event planner needs to sort out support service and equipment.
    • Suitable for medium scale Consumer Show and trade show

  • Emirates Stadium

    • A sporting arena that is also a groundbreaking meetings and exhibition venue.
    • Offers versatile suites suitable for business events.

  • Alternative Venue

    • Demand for unique venues is rising.
    • Event space choice impacts the event goals, making alternative venues increasingly popular.
    • Alternative venues: museums, historic buildings, sporting venues, and theaters.

  • Sentul Depot - 100 years old Railway Workshop

  • Skypark Hangar Subang Jaya

  • WAREHOUSE - WARPLE STUDIOS

    • Large, industrial warehouse with additional rooms.
    • Suitable for set builds and launches.

  • ABUNDANT BUILDING - OLD BILLINGSGATE MARKET, LONDON

    • Refurbished fish market offering unique conference and exhibition spaces.

  • THE BUSINESS DESIGN CENTRE, LONDON

    • Hosts fashion events and technology shows.
    • Provides a dynamic, stylish, and collaborative environment for large exhibitions.

  • Parking Lots

    • Utilize nearby parking lots by customizing tents for indoor exhibitions.
    • Outdoor exhibitions need to consider weather and type of products displayed.

  • Forest Bazaar 2024 : Hula Langat

3.3 The Destination Selection Process
  • Step 1: Gather Historical Data
    • Past event records on attendance, venue type, program details, exhibitor/visitor numbers, financial performance, services & facilities usage, etc.
    • Consider organization characteristics.
    • Many associations rotate locations yearly.
    • If the event is new, gather info from similar events.
      • Demographic data for targeting attendees.
      • Location of most targeting attendees
  • EXAMPLE : FIXED DESTINATION - MOBILE WORLD CONGRESS
    • MWC Barcelona is an annual trade show by GSMA for the mobile communications industry.
    • Attended by device manufacturers, network equipment providers, wireless carriers, and the press.
    • Annual attendance ~ 100,000 people.
    • Mobile phone manufacturers often unveil upcoming devices there.
    • GSMA extended the MWC brand to Shanghai and Los Angeles.
  • DESTINATION ROTATION : WORLD STATISTIC CONGRESS
    • The Objectives of the event:
      • To lead, support and promote the international statistical community;
      • To grow the statistical community in developing countries and help it to be more inclusive;
      • To promote an understanding of statistics as a force for improving people's lives;
      • To advance the development of young statisticians and to encourage the continuing participation of older members;
    • CONGRESS DESTINATION SELECTION CRITERIA
      • Take place once every two years in different country
      • Value for money delegates – local sponsorship, tax reduction, lower cost implications for delegates
      • International and local accessibility – air access from worldwide and shorter transfer time to venue
      • Suitability/capacity/quality of meeting & exhibition venue – Targeted 2500- 3000 delegates and 500 exhibitors
      • Hotel accommodation – different ranking hotel close to the venue
      • Development & networking opportunities – recruit new members in the country/region.
  • Step 2: Determine Physical Requirement
    • Use the program plan and schedule to determine:
      • Preferred dates.
      • Estimated number of attendees.
      • Number of rooms needed for sessions and workshops.
      • Space for Exhibition
      • Social events and other activities
  • PROGRAM FOR WORLD STATISTIC CONGRESS 2019
    • General Assembly
    • Breakout room
    • Short training course
    • Seminar
    • Forum
    • Symposium
    • Lunchtime discussion group
    • E-poster presentation
    • Annual Meeting
    • CSR project
    • Pre/Post conference tour
    • Exhibition
  • Step 3: Request For Proposal (RFP)
    • RFP is a written description of all major needs for the business event.
    • The organizer directly sends RFP to the venue provider and coordinates.
    • Venue providers work on the proposal and quotation.
  • Step 4 : Conduct Sites inspection
    • Once venues are shortlisted, contact sales staff for site inspection.
    • Site Inspection: Valuable for judging suitability and current condition of a property for an event
    • Purpose: Provide a general overview of the destination and venue's capabilities and suitability for hosting conventions or exhibitions.
  • Step 5: Review & Venue Evaluation
    • Prepare Site Inspection Checklist
    • Assess suitability of the venue
    • Create Executive summary with all comparisons
    • Final decision
    • Sign contract with venue and monitor payments.
  • SAMPLE OF SITE INSPECTION CHECK LIST
    • Site Inspection - Assessment form
      Section A – Location and transport
      Factor and Comments
  • Section B - Arriving at Venue/Hotel
    Factor and Comments
  • Section F - Meeting Rooms
    Use this list to check the following:
    Factor and Comments
  • Section G - Health and Safety
    Use this list to check the following:
    Factor and Comments
  • Criteria Convention & Exhibition facilities & service
    Capacity, Layout, Cost, Ambience, Service, Security, Reputation, flexibility & professionalism of the venue staff and other support personnel,Technology & technical support, Catering service /Banquet facilities and services, Wifi, Parking
  • Reputation of the venue
    Popular venue, Experience in hosting similar event,
  • Extra exhibition opportunity
    Entertainment, Shopping, Sightseeing ,Recreation
  • Other criteria
    Any similar exhibition/congress in this period, Restriction, Disable access , Attractiveness of surrounding environment
  • SUMMARY
    Definition of Business Event Destination, 1st & 2nd tier cities, Destination & venue selection criteria, Type of Venue, Destination selection process

DISCUSSION

  • What are the pros and cons of organizing exhibitions in 1st tier vs. 2nd tier cities?
  • What are the advantages and disadvantages of using alternative venues for exhibitions?