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The German Convention Bureau Announces Phase III of its “Future Meeting Space” Research
The GCB German Convention Bureau has announced that it and its partners have launched phase III of its “Future Meeting Space” research. Scheduled to be completed Dec. 2020, this latest research is designed to build on the prior two research phases by looking at the following five questions:
The research is initiated by GCB and the European Association of Event Centres (EVVC) as well as Maritz Global Events Inc., Xing Events GmbH, KFP Five Star Conference Service GmbH, SevenCentres of Germany, and Radisson Hotels.
- What is the future role and purpose of meetings and events in organizations’ communications mix?
- What are the different purposes and objectives of business events?
- Based on the above, what are the requirements and expectations of target groups and stakeholders?
- What is a successful event and what means are there to measure success?
- What are the required competencies and skills needs by organizations and employees?
The goal of the research is to establish the ongoing value of meetings and events at a time when technology is enabling new ways to interact. When delivered at the end in 15 months, the report will identify requirements for different providers (event venues, intermediaries), recommended strategies for destinations, venues and providers of meeting room infrastructure and technical facilities. The report will also develop competency profiles for event agencies and suppliers to the events industry and outline personal and professional skills of employees (both on the event planning and supplier side).
For meeting planners, the report will establish the value of meetings and events, identify possible KPIs, and determine best practices for communications and marketing departments within corporations and associations.
As part of the research process the innovation catalogue will be updated to identify international developments, trends and innovations in the field of digitization (e.g. Big/Smart Data, Social Profiling, 5G, AI, Cyber Security) in regards to meetings and events.
“If Phase I looked at the ‘how to’ aspect of future meetings, and Phase II determined the ‘who’ aspect, including evaluating different participant needs, Phase III will now complete the picture and explore the ‘why’ of meetings and events,” said Mathias Schultze, GCB managing director.
Phase I of the Future Meeting Space research, which produced a catalogue of innovations and six so-called future meeting scenarios, ended in 2016. Phase II, which studied how to create successful events, concluded in Dec. 2018, and found that to satisfy attendees, event planners should focus on knowledge transfer as well as surprising or disruptive elements that bring about a change, plus individually respond to the requirements of different attendee types. Reports from Phase I and II are available here: https://future-meeting-space.de/?lang=en.
Innovation network “Future Meeting Space”
The innovation network “Future Meeting Space” (FMS) was created in 2015 by the German Convention Bureau (GCB) and the European Association of Event Centres (EVVC) in collaboration with the Fraunhofer Institute for Industrial Engineering IAO. It looks into trends, innovations, and societal developments and their possible influence on the meetings industry. In this context, research focuses on the design of future meetings and events, the evolving needs of participants and the resulting requirements that anybody involved in the process of planning and creating meetings and events needs to consider.
About the GCB German Convention Bureau
The German Convention Bureau (GCB) represents and markets Germany as a destination for conventions, meetings, events and incentives both on a national and international scale. It is the first point of contact for companies, associations and organizations around the world planning events in Germany.
As Strategic Partners, Lufthansa German Airlines, Deutsche Bahn AG (German Railways), and the German National Tourist Board (GNTB) support the work of the GCB.
About the European Association of Event Centres (EVVC)
The EVVC represents about 750 event centers, congress locations, arenas and special event locations in Germany, Austria and Switzerland and other European countries, including small, traditional town halls as well as multi-functional arenas with up to 50,000 seats as “event-temples” of modern times. About 70 supplier companies from the event industry currently support the association and its members as partners of the EVVC.
About the Fraunhofer Institute for Industrial Engineering IAO
Fraunhofer Institute for Industrial Engineering IAO helps companies and institutions introduce new business models and efficient processes to make their businesses more successful. With their in-depth knowledge of organizational structures and technologies, they provide the skills needed to put applied research into practice. They participate in international networks, investigating and shaping the frontline themes that are most relevant to the future of Germany as a business location. Their goal is to systematically optimize the ways in which people, organizations and technology interact.
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