Changing requirements for winning exhibition venues
Insights paper updated November 2017
To address growing demand, many new venues and venue extensions are being built around the world. Nevertheless, some venues in mature markets or less attractive tier two cities face the increasing challenge of oversupply. In addition, the increasing number of location-agnostic events, enabled by technology, is also driving intensified competition between neighbouring venues.
Significant investment for restructuring and updating the current infrastructure and operations is required for venues to remain competitive:
- Venues will need to provide high quality and more varied facilities for an enriched at-event networking experience which will drive higher retention of attendees at the centre of the event
- Fast and accessible network connectivity, as well as ability to track the digital footprint of attendees will move from being a significant competitive advantage to a necessity
- Venues will need to accommodate a higher number of events of various sizes and formats to address demand and maximise utilisation, which can be achieved through a flexible and modular layout.
To understand more about these three factors and the current state of play in the exhibitions industry, we recommend reading AMR’s latest insights paper: Evolution of event formats and implications for future venue requirements.
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