Convention 2020 The Future of Meetings, Venues and Destinations A Strategic Foresight Study conducted by Fast Future Research Project Overview and Sponsorship Proposition Founder sponsors:
Convention 2020 is a strategic foresight study which has been launched with seed funding from the founder sponsors - ICCA, IMEX and Fast Future Research. The study is designed to help all members of the meetings industry prepare for the decade ahead and ensure they stay competitive. This document sets out the project plan and details the range of sponsorship opportunities associated with the study. These sponsorship packages are only available to ICCA member companies and organisations. Background The challenges created by the economic downturn have highlighted the importance of thinking ahead and preparing for an uncertain future. We know the industry faces many challenges arising from changing political attitudes to the meetings sector, technological change, economic power shifts, environmental pressures and evolving social attitudes. In the face of such pressures, it is important to stand back and use a range of futures research techniques to take a genuinely forward looking view on how the industry might evolve and the implications for players across the industry value chain. Objectives - Why Study the Industry s Future? The ultimate aim of the study is to develop rich insights into how the industry s future may play out in order to make better decisions today. This means exploring different scenarios for how live meetings might evolve, considering a range of models of what events could look like and examining the strategic implications for venues and destinations. The intention is to create a living and growing online body of knowledge, case studies and ideas which will continue to expand and develop after the study completes in October 2010. A key goal is to use a highly participative open research process to educate and inspire participants. Key questions to be explored in the study include: Design how is the thinking developing on what constitutes an effective meeting design and how could live meetings evolve by 2020? Participant Experience - What will attendees and exhibitors want learning, experience, content, style, ROI, technology and pricing? Technology How will the role of techonlogy evolve in the preparation, delivery and follow up to events who might provide and fund these technology solutions? Events Owners - What will these needs mean for event owners and managers in terms of the design, marketing and business models for their meetings? Venues - What are the implications for venues in terms of strategy, venue design, services, technology, marketing, business models and financing? Destinations What are the implications for how destinations promote themselvers and influence the capabilities of local venues? Industry Suppliers how are the needs of the events indistry likely to evolve, what are the emerging opportunities, where will suppliers need to rethink their services, strategies and business models? Approach and Outputs The study will be conducted in two phases which are summarised below: Phase 1 The Meetings Experience - to be completed in May 2010. Phase 2 Tomorrow s Convention Centre - to be completed in October 2010. 1
Outputs Phase 1 The Meetings Experience A report on a Global Survey on the Future of the Meetings Experience to be delivered in January 2010. This survey is already underway at http://tinyurl.com/ ICCA2020 An online trend wiki, blog and discussion forum on LinkedIn (and other social networks) collecting views from around the world on the future of meetings these will stay live throughout both phases of the project A regular Conventions 2020 newsletter - this will stay live throughout both phases A report published at IMEX in May 2010, which will contain the following: Analysis of global trends and the implications for the meetings sector Key meetings industry trends, issues and challenges A Technology Timeline to 2020 for meetings, exhibitions and events Scenarios and models for the design of future meetings, exhibitions and events Implications, challenges and opportunities for venues and destinations Recommendations for event owners, planners and industry suppliers. Outputs Phase 2 Tomorrow s Convention Centre A Final Report published at ICCA s Annual Congress in Hyderabad, India in October 2010, which will contain the following: Structured expert interviews on how the industry can respond to the challenges, risks and opportunities Results of a global survey to test responses to the expert ideas Case studies on how venues are preparing for the future New models and approaches for venue strategies, business models, building design, services and facilities Recommendations for venue owners and managers Recommendations for destinations. The outputs from phases one and two above will feed the educational content at both IMEX in May 2010 and the ICCA Congress at Hyderabad, India in October 2010. Dissemination of Outputs There will be a regular programme of press releases initially announcing the launch of the project and then providing regular updates on findings. ICCA, IMEX and Fast Future press releases generally generate high levels of global press coverage. The three project reports will be circulated for free electronically to ICCA s membership and to the international association meetings contacts in the ICCA database, to the IMEX database and to Fast Future s own global database of 20,000 and through various partner and sponsor networks. Reports will also downloadable from the website. A number of presentations will be delivered on the report findings at key industry events around the world. Discussions are currently underway with a number of media partners who would further increase the global distribution of the study findings. Experts A number of industry experts have already agreed to provide inputs to the report including Corbin Ball (technology), Martin Vanneste (meetings architecture), Jon Bradshaw (learning and the meeting mindset), Elling Hamso (business models and ROI) and Paul Kennedy (meeting strategy). Other experts are being invited to participate and help ensure every aspect of the industry value chain has been considered. 2
Participative Design Convention 2020 is a highly participative study with a wide range of opportunities for sponsors and other interested parties to get involved. These include: Providing ideas on the design of the study and questions to be explored Taking part in the two planned surveys Taking part in workshops that we ll be running in key locations around the world Contributing to the trend wiki, blog and social media discussions Becoming an expert contributor Submitting articles and case studies Joining the open sessions at IMEX Following progress on the study website Creating local dialogues at ICCA Chapters, colleges and other forums and adding the outputs to the website Writing essays, creating videos and producing other materials that help stimulate thinking about the future of meetings, venues and destinations. Sponsorship Proposition Three levels of sponsorship are available the costs and benefits are outlined below. Sponsorship is only open to ICCA members. Silver Sponsor logos / profiles on all reports and presentations Sponsor logo and profile on the project website Sponsors credits in all press releases Dedicated workshop for sponsors at IMEX The opportunity to suggest topics to be explored by the study and identify questions to be covered in the second survey. Investment - 2,500 (GB Pounds) Gold Gold level sponsors receive all of the benefits of silver sponsorship, and in addition, they will also receive: The opportunity to write a one page commentary on findings in the phase 1 and 2 final reports An advance copy of phase 1 final report April 2010 Advance copy of phase 2 final report September 2010 Investment - 5,000 (GB Pounds) Platinum Platinum level sponsors receive all of the benefits of gold sponsorship, and in addition, they will also receive: A one day dedicated results briefing or workshop with Rohit Talwar of Fast Future for each sponsor. The sponsor would be expected to cover Rohit s travel from London and accommodation expenses. A one hour telephone briefing at the mid-point of each project phase The opportunity to contribute to the study related education sessions at IMEX and the ICCA Congress. Investment - 10,000 (GB Pounds) + Travel and accommodation expenses. 3
Educational Grants One goal of the study is to help develop the thinking of students entering the meetings industry sector. There will be two essay competitions linked to the study. Two free places at IMEX 2010 will be on offer as prizes to students in IMEX s Future Leaders database; ICCA member universities will each be able to use the essay competition to identify top students to receive scholarships to the ICCA Congress in Hyderabad. 5% of sponsorship revenue received will be allocated towards funding such student activities. Next Steps If you are interested in becoming a sponsor and would like to discuss the opportunity in more detail, please contact either: Rohit Talwar CEO Fast Future Research Phone +44 20 8830 0766 Mobile +44 7973 405145 Email: rohit@fastfuture.com Martin Sirk CEO ICCA - International Congress and Convention Association Phone: +31 20 398 1919 Mobile: +31 653 490489 Fax: +31 20 699 0781 Email: m.sirk@icca.nl 4