Judy's event trends for 2017

Supplier and ContractorsEvents and ShowsOrganisersVenues+-
SML-Corporate-Events-NEW-resized.jpg

Judy Rae, head of corporate events at the Glasgow Science Centre shares her predictions on trends we may see in 2017.


For some, 2016 is a year they’d rather forget, but for the UK conferencing and events market, 2016 has been remarkable. The sector has grown by an impressive 3.5 per cent in the past year, and continues to grow at an impressive rate, with the total sector market value in the UK predicted to be worth an astonishing £41bn by 2020 [1].

Glasgow Science Centre has welcomed an increased revenue of 17 per cent compared to the previous financial year. It had one of its most successful years for business and corporate events, and from all sectors – political groups to charities, global corporations as well as SMEs. As winter is a time when many reflect on the year before and look ahead to what may be in store. Head of corporate events at Glasgow Science Centre and chair for the Business Tourism for Scotland Industry group, Judy Rae gives her predictions on trends we may see in 2017:

1. Continued rise of tech

Digital platforms are already being used extensively by our customers and the industry. Now more than ever, this is only going to continue to play an important role in events and conferences. In the last two to three years, there has been an explosion in event technology, such as treasure hunt apps, virtual reality, holograms and virtual rooms, with the value estimated to be worth £28bn.

2017 event organisers will begin to fully realise the opportunities to marry their live and digital communities. Allowing delegates to share content through a pre-agreed hashtag, the conversation happening at the event will reach out to those unable to attend, while live streaming will allow delegates to join in without leaving their desks.

As event technology all requires fast Wi-Fi, it is no longer an ‘optional’ extra for event venues. This will be one of the biggest challenges facing the events and conference industry.

2. Let’s get flexible

In 2017 there will be a bigger focus on the flexibility of the venue to support varying group sizes and different formats that conferences now require. There will be a big opportunity next year to think differently and repurpose spaces, venues and locations to use for various events, while needing to offer flexible settings and equipment which can be controlled intuitively and booked individually.

There is a smarter way to think about how we use space, which in turn can make venue hire more cost effective for the customer and bring unusual and inspiring spaces to life. In-house event co-ordinators will be challenged to think creatively about the space they have available and use innovation to deliver customer demands.

At Glasgow Science Centre, we’re beginning to get requests from companies looking to book ‘green’ meetings, asking to see our energy usage to meet their carbon footprint targets. Customer demands are now beyond capacity and catering needs, we are much more conscious of our effect on the planet and social responsibility.

3. Collaborative Economy

Despite the predicted market value increase, the UK’s recent decision to leave the EU has created an air of uncertainty in the nation. Venues and event planners are going to need to take advantage of cross cutting engagement and development with their region’s key economic sectors.

The Scottish Tourism Alliance, Business Tourism for Scotland group brings together business leaders and senior players within the business events and tourism industry in Scotland. Collaboratively, they look at how to collectively raise the profile of the sector while driving economic growth for Scotland. While in Glasgow, the council recently launched a 2016-23 tourism strategy. The city has centred its strategy to develop and drive sector growth on six core themes, events being one of them.

Venues and event planners will have to work corroboratively, forge strong partnerships with businesses and public sector organisations to combat any upheaval. We’ve made a strategic decision to work and align Glasgow Science Centre with companies and the key economic growth sectors for Glasgow and Scotland to develop our core corporate business.

 

 

[1] Source: Mintel, MBD and Trade Estimates

Judy Rae
Posted by Judy Rae
PopularComments
Twitter Facebook Google+ LinkedIn

Related Stories

UFI and Explori sign three-year partnership

UFI, the Global Association of the Exhibition Industry, has signed a three-year research partnership deal with London based insight specialists, Explori.

Media 10 summer party gives back to the community

On 30 June, local pensioners were invited to a morning of live entertainment and high tea put on by Media10, with a fundraising initiative supporting charity War Child and a rare Spitfire performance.

Major new event campus coming to Newcastle Gateshead

A new multi million pound, state-of-the-art entertainment arena, and conference and exhibition centre is set for the North East, as plans by Gateshead Council push forward.

Others on EN

Going all out

Going all out

Lee Moulson, regional head of sales at Cheltenham Racecourse and the South West region of The Jockey Club, says seeing a client’s beaming smile cannot be bettered.
In any event...

In any event...

In his regular column, David Chalmers, Cvent ’s senior marketing director – Europe, speculates on the fate of the large trade show.
Ticking all the boxes

Ticking all the boxes

Paul Edwards, operations director at deckle edge, examines the minefield that is health and safety.

Poken by GES

Most Read Stories

Fit for the 21st century

Fit for the 21st century

Andrew Harrison, ESSA director, says we should always fight to bring talent into the industry and encourage an appetite for success.
I'm a believer

I'm a believer

Sam Cande, group commercial director at Centaur Media, says no secret sales technique can compete with belief in a product.
Lourda Derry: Making the connection

Lourda Derry: Making the connection

Lourda Derry, director of Easyfairs UK addresses the science behind operations and the profile of our audiences.

Latest News

UFI and Explori sign three-year partnership

UFI and Explori sign three-year partnership

UFI, the Global Association of the Exhibition Industry, has signed a three-year research partnership deal with London based insight specialists, Explori.
Media 10 summer party gives back to the community

Media 10 summer party gives back to the community

On 30 June, local pensioners were invited to a morning of live entertainment and high tea put on by Media10, with a fundraising initiative supporting charity War Child and a rare Spitfire performance.
Major new event campus coming to Newcastle Gateshead

Major new event campus coming to Newcastle Gateshead

A new multi million pound, state-of-the-art entertainment arena, and conference and exhibition centre is set for the North East, as plans by Gateshead Council push forward.

Latest Features

Ripping up the rule book

Ripping up the rule book

Automechanika is a well-known global brand, so what happened when it launched in the UK?
On the road

On the road

Ed Vickery head of drpexhibition, discusses driveable, portable, and innovative exhibitions.
Standing out from the crowd

Standing out from the crowd

EN meets the industry’s stand designers, who are helping change the face of exhibitions around the globe.

Latest Galleries

East of England Arena and Events Centre open day

East of England Arena and Events Centre open day

Following a refurbishment, rebrand and £4.4m investment, the East of England Arena and Events centre opened to event professionals on 21 June to explains developments at the venue and provide an insight into future plans. Guests were also treated to a once in a lifetime experience in various classic cars and more unusual vehicles.
London Dungeon Lates

London Dungeon Lates

The London Dungeons has launched a unique nighttime experience with the theme of the seven deadly sins. The adults only tour includes seven themed food offerings and a range of themed drinks.
This Morning Live

This Morning Live

Tens of thousands of fans descended on the NEC on 18-21 May for This Morning Live, to see talent from ITVs award-winning daytime programme arrive in style.