HIC Talk

Harrogate International Centre (HIC) recently held a ‘topping out’ ceremony to mark a significant milestone in the construction of its new £13m event halls, complete with a garden roof.

Wates Construction, the contractor responsible for building the venue’s 68,000 sqm new exhibition space and additional car parking facilities, held the event to celebrate the placement of the building’s roof.

The development includes two new event halls totalling 3,300 square metres.  Providing an extra 20% capacity, with its improved flexibility, it will allow multiple events to run alongside each other.

The ‘topping out’ ceremony, also attended by senior figures from Harrogate’s council and community, is a pagan tradition historically held to bring luck when construction of the uppermost point of a new building is complete.

To mark the occasion, Wates Construction presented HIC Director, Angus Houston with gifts customary of topping out; a yew tree, to be placed on the uppermost part of the building to appease tree-dwelling spirits; wheat to symbolise abundance; and oil to signify liberty and prosperity. Read the rest of this entry »

Alison was recently asked to provide some information for a case study on the IATEFL event we held at HIC last year.  It was so interesting we thought we would include it here…

One of the striking developments taking place in the events industry is the way technology is used to reach wider audiences. Even virtual 3D technologies are under development for exhibitions and events where a participant is too far away to get involved.  There are however still a host of simpler more traditional technologies that can be used to bring an event to life for people around the world…

The 44th  annual international conference and exhibition for the International Association of Teachers of English as a Foreign Language (IATEFL), held at Harrogate International Centre, is an example of how technology can be used to effectively engage participants from around the world. Read the rest of this entry »

Following on from the last media training blog we posted.  A few thoughts we have recently been mulling over are detailed below…

It is imperative for an event venue to have a good relationship with the press. Such relations are necessary to let people know about the upcoming events, internal management changes and to disclose other newsworthy stories that might be relevant to some sections of the media.

In recent years, the avenues for putting a story in the media has widened due to the emergence of social media. While traditional media is still the preferred choice for many stories, it has to be complemented with strategic use of social media.

Social media ensures a strong online presence. It allows instant engagement with the people who are present in the digital circle. However, for the event industry, the use of social media is a two step process. At one level, it is used for the promotion and broadcasting of interesting bits and pieces of news on a daily basis. At another level, it is used for following up news once it has been released in the main stream media. In fact, the word “social” in social media revolves around people, objective, strategies and technology. We need to understand the type of audience we are targeting. Do we want to use social media for wider engagement or marketing or both?  What strategies do we want to adopt: do we want customers to help carry messages to others in the market or do you want them to be more engaged with the company?   Finally what technology are we are going to use: is it a blog, tweet or any other relevant social media tool. Read the rest of this entry »

The new halls are well on schedule and we are looking forward to seeing the results…. The development of the two new additional multi-purpose event spaces will add 3,300 square metres of exhibition space to the venue, along with increased hall heights of 6 metres. An expanded and improved main entrance will also be developed and an open air piazza is planned.

As the largest events venue in the north of the country, HIC generates vital income for Harrogate and the region.  Last year, it achieved a remarkable £180 million for the local economy during the 2010/11 financial year. This is a great achievement for us in the face of tough economic times, and it truly demonstrates the positive effect we have on Harrogate as a town and the local region.  Given our business scale and size we would expect to have a substantial impact but this clearly demonstrates the value of events.  There are so many opportunities here for local business: from shops and taxi companies to restaurants and bars; to gain from the hundreds of thousands of visitors we bring to the town every year.

These events also generate over 300,000 bed nights for local hotels and it is estimated that some 3-4,000 local jobs are reliant or substantially dependent on business tourism. The £13 million cost of new halls development is jointly funded by regional development agency Yorkshire Forward and Harrogate Borough Council.

The construction of the new halls is in accordance with the strict green principle that is consistent with HIC‘s broader agenda to reduce overall impact. HIC clients are increasingly looking to reduce the environmental impact of their events and require firm evidence of a venue’s responsible approach to sustainability.

This new development is expected to achieve an ‘Excellent’ rating under BREEAM (British Research Establishment Environmental Assessment Method) – the leading measure of a building’s environmental performance.

What else… the project is already drawing new business. Recently, the Stroke Association has chosen Harrogate International Centre as the venue for their annual conference for the next three years (2012-14).  This event alone is likely to bring around £6.6 million worth of business to the centre and the area.

We recently undertook some media training – what an experience…

Most businesses like to see themselves on television, like to hear their spokespeople on radio and take pride when they see their name quoted in the print media or a website.  To be in the media can both be a blessing and a nightmare at the same time. It can make you popular for something that you have achieved and, at the same time, hang you out to dry.

In the 24/7 news age that we live in, the media can be extremely unforgiving. It has a predatory instinct, particularly if the story can create a stir.  It is therefore absolutely essential to be trained well to speak in the media, especially when you are speaking on behalf of an organisation.

Different media require different techniques. While your general message can be the same for all mediums, the manner of presentation may vary. It is therefore essential to ensure that your comment, speech or statement is carefully drafted.  It is important to have the right set of words. They should be concise, crisp and to the point.  Above all they should be prepared in advance and well considered.  It is also helpful to be mindful of subsets of questions that might be asked in response to the original statement.  Again, prepare the answers before hand with a similar degree of clarity and punch. Media can be very fussy, so the scope of ambiguity in the statement should be minimum.

Now a word on presentation: speaking in a press conference in front of hundreds of journalists and cameras can be daunting. It is important to have a cool composure and speak boldly.  A confident voice sounds more convincing than a muffled or a weak voice. Care should be taken to ensure that the microphone is properly tuned, audible and is at the right level.

Clearly, these skills are best acquired with experience; however, if tomorrow you are asked to give out a statement, it is good to bear in mind the general ground rules.

Paul Ashton, sales manager at Harrogate International Centre, considers the place of DDRs in a world focused on service and added value.

In many situations packages are a great idea.  They are used by marketing and sales teams to create an appearance of value and simplification, drawing together a range of products that are closely linked.  However, such packages are not always a sensible choice for either the venue or the organiser – they can devalue a product whilst providing unnecessary additions, which the client has no intention of using or benefiting from.

Day Delegate Rates (DDRs) are ultimately packages of conference goods offered by venues.  For many clients, looking for a simple meeting in a simple venue they are the perfect answer: a room hire rate, some coffee, tea, a spot of lunch and maybe some AV.  For meetings planners looking for a quick and easy solution DDRs are ideal but just because something works in one situation doesn’t mean it is relevant to everyone else.

Adding value when it comes to larger spaces and unusual venues has far more to do with bespoke services, individual needs and a close personal relationship with the client.  Some clients, when asked to pay for space only followed by additional charges have a bit of a shock (particularly if they are used to the DDR model).  Few large-scale events follow the same pattern so why should they be offered the same thing.  Transparent prices for individual items allow the client to consider each element of their event, understand its value, the potential ROI and make their choices accordingly.

There is also of course no reason to assume a venue offering space only plus individual services will not be in a position to build an individual package for a specific clients needs.  In fact that is the very crux of the matter.  DDRs assume homogenous events that fit a tried and tested format; they allow no space for creativity and the development of ideas.  Instead, bespoke packages based on client needs should be developed, responding to the niche requirements of each event and providing a level of service that is truly appreciated by the client.

A couple of months ago we featured in an article for Conference News looking at Towns and Cities, we previously featured some of the excerpts but following reader requests have included a little more!

When it comes to organising an event, there is often a choice for the organiser whether to hold it in a city or the countryside. The cities, of course have a huge amount to offer and that is ultimately their greatest selling point… choice.  From tiny meeting rooms in unusual art centres to stadia capable of seating hundreds of thousands, the major cities of the world can cope with anything.

As melting pots of culture and art, cities are a great place to live, they are awake 24 hours a day and full of excitement and energy.  For event visitors there are so many opportunities for entertainment, catering and creativity – almost anything is possible at almost any time of the day.  And for many the most important fact – breakout spaces and networking continues long after the main event in a myriad of different bars and clubs.

On the flip side there is the countryside, complete with its towns and villages.  Whilst it is the buildings that take centre stage in the cities, out in the country it is their very absence that is overwhelming.  Space to move, space to breathe (fresher air!) all add to the creativity of the event spaces available.  But it is the closeness and warmth amongst the communities that is often so powerful – an event for 5,000 passes unnoticed in a city.  However, in the country, in smaller towns, everyone becomes involved.  Delegates are quite literally greeted off the trains and welcomed by members of the local community, and it is the friendliness of non-city destinations that keeps delegates and organisers returning year after year.

But it isn’t all good news.  Both options have their failings.  Like all great things, the cities have their own hubris – their very size acting against them in the eyes of many delegates.  Where some see hustle and bustle, others see overcrowding, where some see excitement and chatter, others hear noise and smell pollution.  Transport links within cities suffer failures, but unlike towns, where a train delay frustrates a small number of people, within the cities they can develop into catastrophic situations with millions of frustrated commuters.

Going against the towns is lack of 24 hour culture.  Restaurants are limited to just three or four different cultures and there are likely to be fewer art galleries.  Out of the cities transport issues tend to have a lower impact, primarily because there is always the option of “jumping in the car”, or walking – parking not being such an issue – although the winter snow has of course seen certain areas cut off for days.

I have so far painted a rather black and white view, outlining pros and cons that may of course not even be relevant to some events.  Organisers are faced with many choices when planning their events, destination choice being just one of them.  You have to select the option that will appeal to all delegate types, the option that perfectly balances brand attribute with accessibility and budget.  With a decision this hard all I can say is – thank god that here in Harrogate we have the best of both worlds – the friendliness of the small towns, combined with the chic and modern offering of the big cities.

We recently featured in Conference News, discussing the issue of Towns and Cities.  Just in case you missed it we thought we would include some of the comment here.

When run professionally and creatively, conferences and events are an experience to be remembered for years to come.  Where brands are involved they are the live physical embodiment of everything the company means and wishes to express.  Consequently they are about far more than just a meeting room, conference hall or event space.

For most attendees and delegates an event begins when the invitation arrives on their desk and plans are set in motion – from this point onwards the organisers brand is under scrutiny and each element of the event will be reflected upon, critiqued and considered.  And perhaps more than anything else (even content in many cases) the location will impact their overall opinion of the event and be their longest lasting impression.  It should be made clear from the outset that we are not talking about venues here, we are talking about destination.

Why should destination be so important and what are the options we should consider above all others?  It comes down to human psychology and the fact that ultimately our negative opinions outweigh the positive.  Even at a family level, when asked how much we enjoyed our most recent week in the sun, we (particularly the British) respond with – “the delay at the airport was three hours”.

Amazing isn’t it – a week long holiday and we worry about an extra 1.7% in an airport.  Events are no different; the delegates will consider the whole experience, including travel plans, shopping, local people, atmosphere and occasionally even the content!

Cynics might suggest this is just guesswork, but research time and again proves the point – destination choice matters.  Take our own recent research as an example – of the clients interviewed destination was given an importance rating of 9.125 out of 10.  Destination types differ greatly in my opinion but it comes down to a distinct choice for me, country v urban – or as others would describe it – Towns v Cities.  We are not trying to be divisive or hold one above the other but it is vital to consider the gulf that lies between these two different worlds when deciding where to hold an event.

The British and International Golf Greenkeepers Association (BIGGA), which holds its annual Turf Management Exhibition (BTME) at Harrogate International Centre saw an increase in visitor numbers at their show in January (18th-20th January, 2011).

The increase in numbers has been attributed to the high quality of exhibitors present, as well as a very strong educational programme built around high level speakers offering a combination of workshops and seminars.

BIGGA Communications manager, Scott MacCallum: “The increase in visitor numbers this year was great news at a time when the economy is suffering and many people have experienced cuts.  Harrogate has been home to this event for 25 years now, as a town it is loved by our visitors for its central location, easy access and great after-show networking locations.  Transport for visitors was also arranged from all corners of the country through an extensive network of park and ride schemes, allowing our visitors to relax and network on their way to and from the event.  This year’s educational schedule was also our strongest yet, with a number of high profile speakers and experts.”

Total attendance at BIGGA 2011 was just over 6,000 and plans for the 2012 event are well underway.

Alison Griffin, head of sales and marketing: “Seeing shows succeed is one of the greatest pleasures of running a venue, particularly when clients use innovative methods to attract and maintain visitor numbers.  Organising a substantial transport infrastructure ensured delegate attendance at a time when many people might have decided against arranging their own travel.”

Part 2 in our mini series on sustainability

At the Harrogate International Centre (HIC), sustainability is one of the core elements of our long term strategic planning. We recognise that it is important to be environmentally friendly, but that is not all that counts, social and economic sustainability are just as important.

What is social sustainability?

Social sustainability includes our attitude and consideration for people, those around us, those we affect and those whose lives can be changed by our decisions.  Social sustainability all too often focuses on the donations people make to charities or those in poverty.  However, it also includes staff, stakeholders, suppliers, customers… the list goes on.  By thinking long term about people, the rest of your business will benefit and you will create a legacy for all.

What is financial sustainability?

The final pillar in the sustainability triumvirate (alongside environment and social) is financial.  We live in a consumer world, where everything has its cost – a simple statement that cannot be denied or ignored.  Consequently, sustainability is also reliant on fiscal planning and long term investment.  There is no point rewarding all your people, donating to a local charity, building wind turbines and cutting carbon emissions if you bankrupt yourself in the process.  It is far better to provide incremental small benefits over a matter of years than fail to do anything because you planned too much too soon.

But how can we measure our success, how can businesses understand the impact of the events they organise.  There are several methods to consider.  ISO: 14001 has of course been around for a while as the international measure of environmental standards and it is certainly useful.  There are however a couple of others that could and should be considered:

•    BS:8901 – the British Standard for sustainability in events was born out of the desire to create a sustainable Olympics in 2012.  The standard is the first of its kind in the world and is in fact being used as the basis to create an international standard – ISO:20121. •    BREEAM – For many, particularly those focused on building and facilities management, this scheme is already the benchmark.  The “British Research Establishment Environmental Assessment Method” provides market recognition for low environmental impact buildings and the assurance that best environmental practice is incorporated into their construction.

But what does this mean for the future, what else can we all be doing?  First and foremost we should be campaigning for a top down attitude to improving sustainability. Managers and directors should be engaged and they should understand the benefits.  Some will complain about extra costs but this is actually a fallacy in most situations.  The sustainable solution should balance economic viability with environmental viability, ensuring long term benefits for all.

And finally, anyone using events to communicate should be considering how they can become more sustainable through the use of the right suppliers and venues.  Each event should be a case study in sustainability, allowing the attendees to see the benefits for themselves and appreciate how we can grow a more sustainable world.