Business Events: Advanced Value MeasurementConference on the Value of Meetings, JMIC 2015

Drs Edwards, Foley, SchlenkerUniversity of Technology SydneyBusiness School

Individual Community

Du

rin

g

Aft

er

Cu

mu

lati

ve

PracticeInnovation in

professional practice and research

Knowledge economyGlobal talent

Communities benefit from cutting edge

technology, insights, practices

Intrinsic Delegates share and gain new knowledge,

skills

AttitudinalMedia attention,

showcasingGreater awareness

of global issues, great place to do

business – trade & investment

New and enhanced

social networks

TrustFriendships

Collaborative Research BESydney/UTS!

• 2010 - A Scoping Study of Business Events: Beyond Tourism Benefits

• 2012 - “Beyond Tourism Benefits: Measuring the Social Legacies of Business Events”

• 2014 - Future Convention Cities Initiative “Beyond Tourism Benefits: Building An International Profile”

• 2015 - Full Value of Business Events

• 2015 - Long tail of Business Events• 2015 - Asian incentive events in New South

Wales: direct expenditure and retail impact.

Research Impacts and Lessons Learned

• Change in discourse“Business events provide a platform for knowledge exchange and innovation, build networks, and encourage trade and investment,” NSW Deputy Premier Stoner (2014).

• Findings used to inform government objectives.

• Cross cultural studies strengthen findings and can be used to benchmark.

• Accessing delegates and organisers.

• Durban and Seoul – adopted the BES model of relationship management, building research into contracts.

Where to from here…

• Designing social spaces for maximum outcomes

• Big data - Social media

https://www.google.com/maps/d/viewer?mid=zSReplV7tVqQ.k9iW8-BArVgk

http://mingming-cheng.cartodb.com/viz/846595da-7f59-11e4-a841-0e853d047bba/public_map

• Role of bureaux/conference organisers/convention centres

• Research leaders ‘as well as’ research absorbers

• Welcome strategic partners into ‘rethinking’ the event space to:

• Maximise visitor yield and repeat visitation

• Invigorate weary conference organisers

• Increase alignment of business events with industry sector development and government priorities

Business Events - Knowledge Spiral

Presentations, keynotes,

social interactions

Dialogue, knowledge

sharing, trust

Post event continued

interactions (i.e. email, skype, telephone)

Post event Learning by doing, work interactions,

lectures, meetings, papers,

research agendas, empirical studies….

Business event…

Business EventMedia Attention

Destination showcaseBranding, Marketing

Business Events

stimulate…

LegaciesIntrinsic, Practice, Social, Attitudinal,

Economic

Skilled migration

Economic development

Innovation

UTS: 2010, 2012, 2014, 2015