HIC Talk

Leading event organiser Brintex has announced a new law enforcement conference to take place at Harrogate International Centre later this summer.

Managing Director, Malcolm Taylor, explains why HIC is the venue of choice for this new conferencing event – Leading Change in Policing: “We needed a venue that could enable some 350 delegates to have both plenary and breakout sessions over three days and the versatility of the Queen’s Suite at HIC met all the requirements.  Having Hall D alongside is ideal for the accompanying exhibition.”

The event is supported by the Association of Chief Police Officers, which brings together the expertise and experience of chief police officers from England, Wales and Northern Ireland, and provides a professional forum to share ideas, co-ordinate resources and help deliver effective policing to keep the public safe. Members of the Association will be invited to attend the event to review and discuss the best strategies for achieving the aims and tough targets set independently by the Association, and by government policy. Read the rest of this entry »

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.

Harrogate International Centre (HIC) has worked with three separate public shows, running simultaneously, to ensure cross promotion and a greater outcome for all.

Sales & account manager Paul Ashton: “The Joules Big Sale, Simply Christmas, and Love Cooking (all taking place at HIC from 3rd to 5th December) are targeting similar markets so it makes sense that they work together and open their doors not just to their own visitors, but also those attending the alternative events.”

The venue is once again demonstrating its desire and ability to add value by providing strategic advice to the organisers and events involved.

Dominie Cripps, brand and PR marketing manager at Joules said:  “Harrogate is the perfect place for The Joules Big Sale, as we design upbeat, colourful clothing for women, men and children who love the outdoors.  It was vital when we planned this event that it takes place in both a venue and location that goes beyond meeting our needs logistically to provide both added value and the right image.  Harrogate and HIC have achieved all of this – and the suggestion that we work in partnership with Love Cooking and Simply Christmas was fantastic.”

Paul concludes:  “Love Cooking and Joules are both new events and recent business wins for HIC.  Advising them to work together was an obvious step that would benefit all parties involved.  Consumer shows such as these are reliant on visitors and they are far more likely to attend three shows under one roof than just one.  As a venue we see it as our place to offer strategic advice and suggestions that can help clients flourish and develop – on the one hand it is great added value to our clients – on the other it will grow the shows for their triumphant return next year, benefiting the Centre and the local economy.”

HIC recently reported a £92 million economic impact to Harrogate and the region for the first six months of the 2010/2011 financial year.

Harrogate International Centre has made two new strategic appointments to strengthen its sales and marketing capability.

Alison Griffin returns as head of sales and marketing on a short term contract and Paul Ashton, formerly with G-Mex (now Manchester Central), is to take up duties as sales manager.

Alison Griffin returns to a role that will see her overseeing all aspects of the venue’s sales and marketing activity, including the launch of two new event spaces which are due to be built over the course of the next year.

Paul Ashton, a seasoned sales professional with considerable industry knowledge and experience, takes up his post in July and his initial focus will be to increase proactive sales in HIC’s core markets to match the venue’s unique portfolio of conference, meetings, exhibition and event spaces.

Harrogate International Centre director, Stuart Quin: “Alison and Paul join at a crucial time for HIC, we are undergoing extensive reviews of our management structure, as we direct our sales and marketing focus to create a greater solution oriented approach to sales and event management.”

“We look forward to the impact Alison and Paul will have on both the team and the future of our business.  Like many other venues, HIC has faced broader industry challenges such as smaller budgets, shorter events and lower delegate numbers during the last year.  Instead of sitting back, our sales team has worked more closely than ever with clients helping them to develop their events through new products and services.”

“Alison has a visible track record in raising the marketing profile of HIC and returns to provide strong management direction and motivation to both marketing and sales teams.  It is really good to welcome Paul Ashton to HIC. His wealth of experience gained in Manchester and elsewhere, and his knowledge of organisers and large UK and international events, should prove instrumental in delivering an increased number of events to Harrogate.”