Exhibitions and trade shows bring businesses, organisations and individuals together to showcase new products and services, drive business growth and encourage networking and idea sharing. These types of events are considered essential across nearly every industry, especially in our dynamic and changing world.
Planning for an exhibition takes an immense amount of time, as there are countless aspects to organise in order to maximise event ROI. As an exhibition organiser, it is important to allow yourself enough time to complete all the necessary arrangements for your event to be a success. The first and most important decision you will have to make is choosing a venue, which should be sourced and secured at least one year in advance to secure prime dates.
Every venue offers something different, but we have compiled a set of ‘must-haves’ that any venue you choose for your exhibition should include.
Must-Have #1: Accessible Location
Selecting a venue that feels like a destination is essential for creating a memorable experience, but even more critical is ensuring it is easily accessible to your audience. “Exhibitions thrive on being able to attract their target audiences, and key to the decision-making process is a venue that offers ease of access,” said Jane Hague, director of UK sales at Convene and an industry leader with over 20 years of experience specialising in the meeting and events industry. An accessible location is considered within a short distance to a major airport, walkable from a tube station (if you’re planning your exhibition in London), or near another form of major public transportation.
Must-Have #2: Human-Centered Design
An ideal exhibition venue has been thoughtfully designed with event end-users in mind and deep consideration for the visitor experience. Delegates attend exhibitions for a variety of reasons, with one of the top being networking. Ideal venues offer optimum floor space for stands complemented by supplementary spaces for networking, quiet working and, more recently, quiet, comfortable space to relax, recharge, and meet their individual needs during the event.
Must-Have #3: In-Venue Technology
You need in-venue technology to help your delegates stay connected during the event. At the bare minimum, an exhibition venue should include the ability to easily run power to booths, high-speed Wi-Fi and built-in brandable screens. Brandable screens are crucial for event organisers to communicate information like a welcome message, agendas and wayfinding, while also serving as a space for sponsors to cut through and stand out in competitive and high-traffic environments. While the in-venue technology is a ‘must-have’, organisers can also consider implementing new technologies, apps and services like InGo which support the visitor experience with engaging and highly connected event experiences.
Must-Have #4: On-Site Catering
Choose a venue with a variety of on-site catering solutions to simplify your planning process. The attendance at exhibitions ebbs and flows throughout each day of the event, so having snacks for delegates and/or grab-and-go catering options are best. “Venues in the Convene portfolio of brands offer unlimited snacks and beverages at their Nourish stations and coffee points, so delegates always have access to a hot or cold beverage and sweet or salty snacks,” said Hague. “Our team will also work with exhibition organisers to determine the best catering menu for your event, and all food will be prepared fresh by our executive chefs at our on-site kitchens, using fresh and seasonal ingredients.”
Must-Have #5: ESG Policies
Now more than ever, it is important for the exhibition venue you choose to have robust sustainability practices. Many venues will have a sustainability policy published on their website, indicating the ways they source and dispose of materials and food, energy and water consumption metrics, among other ESG commitments.
Book your next exhibition with Convene
The Convene portfolio has a network of nearly 40 locations across nine global cities and is the largest single provider of dedicated meeting and event venues in the US and UK. If you are interested in learning more about booking an exhibition at a venue within the Convene portfolio, or would like to take a tour of one of its many locations in the UK, reach out today.
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