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Collaborative Synergy: Uniting Associations, Venues and Destinations for Event Excellence
36 Plays1 year ago
This month, Leanne and Tanita catch up with Steve Knight from Birmingham and West Midlands Convention Bureau to talk about the importance of collaboration when organising events to maximise attendance and success.
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Transcript
Introduction to Episode
00:00:01
Speaker
Hello everyone, and this is episode three of our podcast, Eventful Encounters powered by the Eastside Dreams. I'm Leanne, the director of Sales and Marketing at the Eastside Dreams. And I'm Tina, the marketing manager here at the Eastside Dreams. And today we're discussing associations, venues, and destinations for event excellence.
Role of Associations in Events
00:00:20
Speaker
And I know a number of you will be asking, what are associations? So associations are professional membership organizations that bring together individuals or entities with shared interests, goals or professions. And in the context of the events industry, these associations serve as counters for collaboration, knowledge sharing and advocacy, ultimately contributing to the industry's development and success. So today we have a fantastic guest featuring on our podcast, which is the wonderful Steve Knight.
00:00:50
Speaker
who is a Senior Business Tourism Manager for Birmingham and West Midlands Convention Bureau. Now, Steve has had a fantastic career within the events industry. So Steve, if you'd like to introduce yourself and tell us a little bit about your past and your role within the Convention Bureau.
00:01:07
Speaker
Yeah, thanks, Leanne. Hello, everyone. So, yes, so I am with the Birmingham and West Midlands Convention Bureau. We are part of the West Midlands Growth Company. And our aim is to promote the city and region for business events. And business events is quite a wide term. That will include corporate events, corporate meetings, but also association conferences as well.
Steve Knight's Career Journey
00:01:28
Speaker
My career, yeah, it has probably been longer than most people think at times, but yes, my career started.
00:01:38
Speaker
working for Visit Britain, I randomly got a job in New York. So I left university. I got that in there fancy. I left university, I was walking down Cardiff High Street one day and the next day I was walking down Fifth Avenue. And that was working in their call centre and from there they promoted me into what was then called their business tourism team and I was asked to help build a database of associations and
00:02:08
Speaker
Interestingly, given this topic, I didn't really know what an association was or how it worked or how it operated. So I literally was thrown right in at the deep end. And it is often the best way. And that is how we got there. So I was there for about 10 years.
Importance of Associations
00:02:26
Speaker
and then I returned to the UK and I ended up getting a job working for the trade show that is now called IBTM and I was head of sales so I was dealing with the exhibition stands and helping with that show Grow. We took it to its largest size ever.
00:02:44
Speaker
from there I then got a job setting up the meeting show which is still going from strength to strength and I'm absolutely delighted about and that's kind of how I ended up at the growth company and indeed then the Convention Bureau within that so it's my career has been pretty much with one or two very sort of minor exceptions in this sector the entire time yeah fantastic so
00:03:14
Speaker
We thought that we would just cover a few different questions and we'd just ask you really, you know, Tanita's touched on what associations are within the events industry but perhaps if you can discuss, you know, the significance of them and, you know, what we're trying to do here in the Midlands to attract associations.
Attracting Associations to Midlands
00:03:36
Speaker
I think the significance is really interesting because you look at any city or any region around the world and pretty much everybody targets this sector and that speaks volumes and the reason they target them is several but
00:03:54
Speaker
Not all, but a lot of associations are quite large. I suppose it's subjective a little bit, the definition of large, but let's say 200 or over, let's say. Regardless of your size, a lot of cities can do something of that size. So from that purely commercial standpoint, that's nice business to have.
00:04:16
Speaker
But I think also what people like is the fact that associations are quite resilient and they book so long term, they almost ride any storm. You know, Ari can tell you that from my time when I was at Visit Britain in New York, I was there, for example, on 9-11 and that was the biggest interruption, let's say, we had to our sector that I ever went through.
00:04:44
Speaker
But after the initial shock of that time, you know, the associations kind of still kept booking because they knew they were still dealing five, six, seven, eight years out. You know, we had obviously more recently things like Covid and that sort of thing. So, you know, it's an incredibly sort of resilient piece of business or sort of market sector.
00:05:07
Speaker
So I think that appeals. But also I think something we're hearing about a lot more, and it's always been there in a way, but hearing much more now is in terms of things like legacy and impact. And that is, what does the association bring to a city? What does it bring to a
Birmingham's Venue and Location Advantages
00:05:27
Speaker
region? Years ago, yeah, it was there, but we didn't hear about it so much. Now it's much more to the forefront. So that's not new. It's just talked about.
00:05:36
Speaker
Yeah, exactly. And so I think those really are the main areas of significance. And it, you know, if we go back to the booking patterns, if you like, you know, they
00:05:51
Speaker
You can't put one association or every association into one box. Some associations are annual, some are every two years, some are every five years, some are every ten years. Some have to rotate. It's all quite different.
00:06:10
Speaker
Because the information is out there, they're generally public bodies, so to speak, you can do your research and you can find them. So it's a lot more easy to sort of see booking patterns than, let's say, the corporate market, which I think is more challenging in that because they're a bit more secretive about what they do.
00:06:28
Speaker
Definitely. We found that as well, haven't we? Like we quite often will research different associations and exactly that. You can see historically what kind of venues they've been to, what locations they've been to. So actually it does help. And actually a natural venue. And if you could accommodate them, it makes it a lot easier. Yeah, definitely starts a conversation. So looking at the kind of unique needs and expectations of the associations in industry when they're planning events.
00:06:56
Speaker
How would you say that as a destination we kind of match up with that? So we recently had a discussion, didn't we, Tanita, where we looked at geographical accessibility and location and actually, you know, Birmingham
00:07:11
Speaker
is very good at kind of matching these needs for the association's market because we are very central and we have good flight paths into the city but actually we are close to lots of different airports as well but we're accessible in by all means you know very well and if people choose to drive as well so
00:07:34
Speaker
Just looking into that aspect, what would you say helps being located in Birmingham? I think, for me, there's several things. First of all is the location. As you say, there really isn't a better location. I mean, we've got an international airport that's 10 minutes away by train.
00:07:54
Speaker
we've got a road network, we've got a train network that takes us into London in an hour and 20 minutes. So that really is unbeatable and it often is one of the first conversations that we have. The other thing is we've got a wide range of venues here and it is the second
Collaborative Efforts in Bidding
00:08:17
Speaker
biggest city and so you would expect
00:08:19
Speaker
to have that broad range of venues of every shape and size. So there's almost not a piece of business that is not relevant for us. We've got the largest events campus in the country, so there really is something for everyone. So the geographical location is absolutely paramount.
00:08:43
Speaker
But the other thing that's important, and particularly in terms of associations, is our academic strength, too, of our universities. So, you know, we're sat now opposite one of them. But, you know, there are many educational institutions right across the entire region, you know, University of Birmingham as well. Obviously, the guys across the road and Warwick as well, which are all first class research establishments.
00:09:10
Speaker
You cannot succeed in the association sector if you don't engage with those universities. And that is why we created the Conference Ambassador Network, which has that at its core, building and nurturing, I should say, those relationships with the educational side so that if the opportunity to bid for a conference does come up in the future, then we're absolutely ready for it.
00:09:39
Speaker
Yeah, because those relationships are already there and in place, aren't they? And I'd just like to touch on one thing. You know, we spoke a little bit about legacy and that is increasingly important. Yeah. But also we do have to bear in mind with a lot of associations, they still need to make money. They still need to fund their work. And a lot of conferences is
00:10:03
Speaker
is the main revenue stream or an important revenue stream. Some of these have exhibitions, of course, which can make even more money. So we must not forget that they also need somewhere that can help with that, or at least not help, but is a good place for that to happen. Exactly, exactly. So whilst legacy is important,
00:10:26
Speaker
and is increasingly so. I don't think we should lose track of everything else and just jump purely on that bandwagon. It is something that we do need to be very mindful of, rightly so, but I do think we need to think about, you know, what it is that's important to that association. Not everyone has legacy as their number one yet. Yeah, and we discovered that as hard, didn't we? When we were speaking to associations, you know, actually we found that
00:10:56
Speaker
accessibility as in location accessibility was very high on the agenda more so actually than sustainability which I think surprised us a lot because we thought sustainability was really high up but actually in terms of geographic location it falls a little bit. Yeah and also because I think of the academics that can be located within a city and you know the knowledge that they can bring to an event that's actually the most important part is bringing all of these people together because they're
00:11:25
Speaker
you know, creating research or working on things that can change the future, which is what I find the most incredible about associations. But it's not fair, that bit's absolutely critical because it's that bit that will often be the decision why an association comes here. Yeah, absolutely. Yeah. And that's what we have been researching and tapping into more, isn't it? You know, understanding. And we, like you said, because we are these side rooms is located in the knowledge quarter, surrounded by all of the universities
00:11:54
Speaker
We have so many academics which specialise in so many different industries all across the world. It's absolutely quite fascinating to be a part of it.
00:12:10
Speaker
So looking at the next few questions that we're thinking of talking about. So what would you say would provide value to the association and kind of enhance their event experience if they were to come to Birmingham? So what would you say we could add to their event as a city?
00:12:30
Speaker
We've touched on kind of geographical location, we've touched on the fact that we are surrounded by all of the universities as well, but what else would you say would kind of help?
00:12:44
Speaker
I think first of all, one of the points I think that we need to look at is the services that we as a bureau provide. So for example, when we're at bidding stage, there's lots of things that we can help with that financially helps an association or takes work off their desk. So we can help with venue finding, whether that be
00:13:05
Speaker
evening galas or off-sites or whatever it could be. So we can help with all of that and that means they don't have to get involved or they don't have to contract that out to a third party. We can also help with that. The other thing that we do is we help with group bookings. So for example when they confirm a conference then we're able to
00:13:30
Speaker
offer this service where we will go out to the hotels and we will book the rooms and then all their delegates will go into our platform and book their room. That helps the associations a lot as well, but it has a really big impact on when you're even looking at the absolute mammoth conferences, the mega conferences I like to say, intelligent transport systems, which is going to be about 12,000 people coming to the NEC.
00:13:58
Speaker
You know, part of that bid document was, you know, you've got to secure a certain number of hotel rooms and people, you're not from here if you're not connected into here. People are like, well, how do I start? And so we do all of that. So that, you know, these are almost services sometimes, perhaps unfairly, that fly under the radar a little bit. Yeah, right. That's even like with the conferences, you know, that we've managed to secure into these side rooms.
00:14:27
Speaker
You know, our main space can do 1,200 delegates. We have 195 bedrooms. So often we have to flow out into the city, which is what has been helped by the Bureau, you know, in helping source those additional bedrooms. And it makes it a very smooth process for the organiser, because that's a huge amount of admin that you're taking off them. And quite often,
00:14:51
Speaker
with these associations, you know, they are quite small teams that run and look after these associations, and quite often they do it alongside and over, you know, over the whole, yeah. Exactly. Have you got any examples, Steve, of travel ticket initiatives and successful partnerships that you've done here in Birmingham with any of the venues?
00:15:09
Speaker
I think what we try to do with everything is we try to focus our collaborative effort on our bids. So for example, some cities will submit a bid, there might be a city document and then you might be a venue document and what we were finding is that
00:15:33
Speaker
the clients really want to see hole in one place. This isn't brain surgery, let's be honest. It is something that absolutely everybody should be doing, but it does take collaborative work because you have your own way that you like to present things absurd and it's quite significant.
00:15:55
Speaker
specific brand you've got, isn't it? Brand identity. But what we try to do with all our main venues is incorporate that, but bring it together so it looks like one city or region or a piece.
00:16:11
Speaker
cannot be underestimated because we have seen bids or sorry request for bids where what they call city welcome or city support is is that is you know how do we feel how are we going to feel when we come to your city if they if they they see something that's a bit disjointed yeah you're going to get marked down and we've actually done that we've actually adapted our bid document to fit very nicely with your bid document so that you can all present in one go rather than it looking like a separate
00:16:41
Speaker
separate document that's kind of been inserted.
Impact of Commonwealth Games
00:16:44
Speaker
It's all about working collaboratively, you know, it's not quite often even on the bids, it might be multi venues that all need to come together to support that. And with the larger events, I know you've worked on some enormous events for the city, you know, it is all about collaboration is key. And that's what's really important to us is that even though we're a new venue within the city, we want to work closely with all the other venues, because ultimately,
00:17:10
Speaker
if we're successful, you know, the city's successful and actually we can help them with accommodation into overflow hotels. Exactly, and I'm sure there are some events that can help hold part of it here and part of it at other venues. Yeah. It's really interesting to work with these other venues rather than seeing them as competition.
00:17:27
Speaker
Exactly. Clients will notice if it's not collaborative. They will see it. And I think sometimes we don't give that enough importance. And so that is really why we wanted to develop the collaborative proposal document.
00:17:47
Speaker
And so, you know, it's good that you guys are fully on board with that. And I'm pleased to say pretty much everywhere is as well. And that we can't underplay it because it is so, so important. And in the past, I'm sure business was lost as a result of things being too fragmented. And just looking at kind of events that we've had in the city. So obviously,
00:18:14
Speaker
Being in Birmingham, we had the amazing Commonwealth Games, which was a huge win for the city and actually really helped to kind of cement us on an international platform. I think that's done wonders for the city and kind of, you know, when we go into the trade shows, which are in Europe, people recognise Birmingham purely from kind of being in the, you know, for hosting the Commonwealth Games.
00:18:37
Speaker
and then recently off the back of the Commonwealth Games, I knew that you had the Sport Accord event, which has just wrapped up. Steve's still recovering, I'm in. So, you know, talk to us a little bit about that and how you kind of help bring these huge international events into the city and how you've kind of successfully helped to win some of those. I think Destination Appeal is something I feel quite strongly about, but it is a little bit difficult to define sometimes because
00:19:07
Speaker
everybody sees something a little bit differently. So for me, the Commonwealth Games was the catalyst. It really...
00:19:19
Speaker
reemphasized the fantastic side, the vibrancy, the multiculturalism, all those elements of Birmingham that sometimes maybe were taken for granted but weren't talked about enough in a positive
Birmingham's Growth and Infrastructure
00:19:33
Speaker
way. And the Commonwealth Games changed that overnight. We actually won an event in the run-up to the Commonwealth Games, International Working Group of Women in Sport,
00:19:45
Speaker
Now that hasn't happened yet, it's 2026, but that really for me was the sort of the next bid. So we're using the Commonwealth Games to actually bring in what we call business events. After that, Sport Accord was won, but of course it was won and held in a relatively short space of time, but it just goes to show that
00:20:09
Speaker
you know, we are sort of smashing that that destination appeal, I think, and everything is going in in the right way. One of the things that, you know, Sport Accord had not taken place, I think, for five years and it was last on the Gold Coast and then it was here. So I think, you know, they all came here and they saw
00:20:29
Speaker
the vision of the city and the entire region so you know the games absolutely did have a legacy and you know that there are several things first of all this city has got to me one of the best conference infrastructures
00:20:48
Speaker
that any city in Europe has. We've spoken about many of the benefits there. But also something that we try to talk about more is what's outside as well, because of course there is an element that delegates have to feel that they want to go somewhere.
00:21:07
Speaker
And so, you know, not just within Birmingham, but outside, we've got a whole wealth of places that people can visit if they want to come on holiday. You know, again, I said we're around 20 minutes by London by train. So, you know, you have to admit that all of those play a role in it. Absolutely. We always think that's actually really far now in 20 minutes, but looking at how
00:21:30
Speaker
far some of these delegates travel just for day-to-day life. Actually, an hour and 20 minutes is nothing in what they do. It's a selling tool for me. Yeah, absolutely.
Navigating Competition in the Market
00:21:39
Speaker
And I think, just touching on what you kind of just said, you know,
00:21:43
Speaker
I think the Commonwealth Games really kind of set the stage and put Birmingham on the international map. But also, you know, all the sport events that we've won and conferences off the back of that, that, you know, sports courts just happened. And like you said, there's the upcoming conference too, but actually that will probably have a lasting legacy for a lot of years. So it was definitely a huge one for the city. And I think the development in Birmingham
00:22:11
Speaker
can't go unnoticed either you know you just have to look across the city and the cranes that are in the sky you know yeah and lots of companies are choosing to headquarter now in Birmingham as well so it is a really vibrant city but actually much more affordable than London toast events act too
00:22:29
Speaker
Absolutely. I've got a colleague who says, cranes mean a city that's in progress and that's a good place to be. Which is great. We can see cranes everywhere. We talked a lot about the positives and what Birmingham has to offer and then challenges that you face on a day's day and trapped in these events. So anything that springs to mind that you think we could do better?
00:22:52
Speaker
Well, not so much do better. I just think that the biggest challenge is the competition because the competition is fears.
00:23:05
Speaker
You know, I can't say something that I think that we could do better specifically. We just need to make sure that we're out there. To me, you don't get business if you're if you're sat behind your desk. So we need to be out in the market, whether it's ourselves representing the city.
00:23:27
Speaker
And that could be, you know, the trade shows or as you know, we partner with Visit Britain and Visit England on a lot of activity as well, which we do on behalf of the city and of the wider region. But also,
00:23:42
Speaker
Going back to the collaboration in collaboration with you guys when we go out to the major trade shows you know we have to do this together and we have to do more of it and we have to be bigger at it but bolder is probably a better word. I think it helps you know having a presence at the
00:24:03
Speaker
international shows and the fact that we all go together. I think it kind of really helps to kind of cement that position that actually the West Midlands, you know, we all work collaboratively. We all want to bring business into the city. And actually this business for all of us too, like you said, Steve, you know, there's events that range in all different sizes and actually can fit lots of different venues.
Episode Conclusion and Future Insights
00:24:24
Speaker
So there's definitely something for everyone in this sector.
00:24:28
Speaker
Well, thank you for joining us today, Steve. It's been an insightful discussion. No problem. Thanks for having me. Oh, you're welcome any time, Steve. Thank you, everyone, for listening. To stay up to date with all things Eastside Rooms and the event phone counters, follow us on Facebook, Instagram and LinkedIn at the Eastside Rooms. And don't forget to listen to our next episode, which will be coming up in May. Thank you, everyone. Thanks, Steve. Thank you. You can catch the event phone counters on all your usual podcast platforms, including Google, Spotify and Apple.
00:24:57
Speaker
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