Business Events Strategy. Caroline Blanchfield

Transcription

1 Business Events Strategy Caroline Blanchfield

2 Operating Environment Current capacity shortage for centrally located conferences especially for residential and large flat floor venues Inner city environment slowly improving but definitely has a long way to go Solid growth in NZ domestic market Australia requires more communication and marketing of Christchurch s current infrastructure NZ and Australia are our key markets Bureau and TNZ partnership generating significantly more and larger international bid opportunities Lack of visual progress on the Christchurch Convention and Exhibition Centre is beginning to erode the earlier confidence in the sectors recovery.

3 Results for 2014/15 Bids and Conversion Up to 30 March / / / / / / BID CONVERSION 2014/ % 14% 64% Won Lost Pending Percentage of total NZ market share Auckland 34% Wellington 15% Christchurch 9% *Source MBIE CAS Report YE Dec 2014 All BE by region Market share of multi delegate days Auckland 35% Wellington 17% Christchurch 8% *Source MBIE CAS Report YE Dec activity and event type by region Percentage of venues contributing data to the CAS Auckland 70% Wellington 84% Canterbury 90% *Source MBIE CAS Report YE Dec 2014 Delegate numbers Single day 11,761 Multi Day 59,426 *Source MBIE CAS Report YE Dec 2014

4 Drive growth in Christchurch & Canterbury's share of NZ business events Keep the region in the consideration set for small and medium conferences in the domestic market. Maintain frequent communication with all business event stakeholders. Elevate the visibility of new conference capability as it comes on line Target specific sectors that have special interest to conference in Christchurch Grow the business event activity in shoulder and off peak seasons Up weight search optimisation on for key markets

5 Resume activity in Australian market Attendance at relevant Australian BE sector tradeshows such as PCO, Associations Forum and AIME Recommence targeted advertising in Australian BE publications Raise the profile of the CCCB services and our region s offering via targeted BE media hosting Work with TNZ and CINZ Australian staff to bring significant Australian conference business to the city and region from Australia Scheduled Australian sales cycle from 2015/16 Host an annual Australian PCO famil of Christchurch & Canterbury in conjunction with our CCCB partners Increase staff resource in the Convention Bureau from 1.5 to 2.5 in 2015/16

6 Align activity with Tourism 2025 and the Tourism NZ/Government Growth Agenda for Business Events Target Bureau activity into sectors of advantage for Christchurch e.g. Earth sciences Agri business Construction & Building Tech Medical Education Leverage the reach and capabilities of the Tourism New Zealand Business Events unit for Christchurch and Canterbury Take advantage of new opportunities for city conference bids through the (CAP) Conference Assistance programme. Launch a Conference Advocate Programme early in 2016

7 The new cycle of life for International Conference bids ICIS Case Study_FINAL.mp4

8 Ensure that the Bureau adequately responds to high value incentive travel enquiries Work closely with the TNZ Business events international teams & IMP as they develop opportunities in the incentive sectors in key markets such as Australia, China, Indonesia and India. Expand our own media & communications plan to include incentive stories and product profiles as high end accommodation capabilities in Christchurch city are restored. Prepare regional specific information/collateral and sample itineraries for TNZ Business Events unit targeting Asian business. Increase our profile and seek incentive business contacts in the Australian market Increase incentive narrative on Prepare to employ an incentive specialist as opportunities develop year 3-4 of the strategy

9 Improve performance measurements for BE sector Work with the NZ Convention Bureaus collective, Ministry of Business Innovation and Employment (MBIE) to continually improve the data set reporting for the Business events sector Educate and encourage all conference venues and hotels to contribute to the monthly and quarterly Convention Data (CAS) data collection to ensure we develop a meaningful performance dataset that can measure trends and progress as well as demonstrate the economic value of the sector to our stakeholders Establish annual goals to increase our regions share of national delegate days for business events annually based on the regions evolving capabilities

10 CCCB Business Events Strategy 2015 Proposed Convention Bureaus objectives: Position Christchurch as a business events destination Recover and grow the regions share of NZ s Business event activity Increase business events for Christchurch from both the NZ domestic and Australian markets Leverage off the NZ Government's investment in Tourism NZ Business events to grow our international conference market share Deliver a return on investment for stakeholders esp. CCCB bureau partners & the Christchurch City Council Leverage business events for maximum economic benefit in the Christchurch and Canterbury region Advocate for our industry.

11 Consultation We rely on our Bureau Partners for support in participating in: Tradeshows Meetings & Convene South Famil support Making sure you keep your online listings up to date Submitting venue data to MBIE Most of all we rely on you to pull together as a team to raise the profile of the city and region as a conference and incentive destination!