Forum - October 2011

Bureau in Melbourne, Australia, recently commenced a longitudinal study of four conventions and their associated exhibitions held in Melbourne in 2009, ranging in size from 400 to 800 attendees. The result, a report titled “The Holistic Value of Business Events,” identifies and quan-tifies the benefits of business events.

“It has long been recognized that con-
ventions create new and repeat visitors,
attract accompanying persons, drive
regional tourism, and generate economic
wealth and export orders for host cities,”
says MCVB CEO Sandra Chipchase. “The
ongoing challenge has been in attempt-
ing to quantify the additional benefits
derived from business events, such as the
development of new business relation-
ships; innovation; changing perceptions
of a country, city or industry; increased
market intelligence and/or improved per-
formance.”
Researchers are following the four
chosen conventions for a period of two
years for the purpose of tracking ben-
efits before, during and after the events.
Released this year, the study’s first
installment contains the following pre-
liminary results:
• 50 percent of respondents gained
immediate information that enhanced
their personal or business perfor-
mance;