International Congress and Convention Association www.iccaworld.com

Using major sportingand cultural events toboost conferencebusiness

Thursday, 7 July 2011

International Congress & Convention Association

ICCAUsing major sporting andcultural events to boost

conference business

Gdansk 7.7.2011Leena Sipilä

The Finns …….. and the events………..

Leena

Convention Director

Tampere Hall, MarinaCongress Center

PCO - Congrex

Head of EU meetings,FIN Presidency

14 sport events

Meeting Planner

Teacher, coach

Type of Events

Congresses, Conventions

Sporting events

Carnivals

Culture Festivals

Anniversary celebrations

Political Events

Business Shows

Leena´s 80% rule . . .

Events HAVE extensive links to:

Leisure

Civic activities

Business

Regional economy

Other sectors of society

Event expansion – an overall experince

Why do we all want them?

Getting more visitors

Drawing attention

External euros, £, . . .

Build community spirit

Transform the city

Social legacy

Attract more tourists, a delusion?

Important part of destination branding –NOT just for tourists, also for investors andstudents

Events are primarily to build up and celebratecommunity spirit

Events will improve Helsinki`s chances ofsuccesfully bidding for an ongoing stream ofevents to host

Fear of the crowding out of normal tourists by theevents (surveys made)

Surveys made in Helsinki

World Championships in Athletics 2005

World Skills Event 2005

Eurovision Song Contest 2007

Direct financial impact marginal

A strong belief, in the long run positive impact tothe hospitality industry and to the entireMetropolitan area

Local people are proud of their city, inspiredand satisfied

The Role of the CVB?

Different types ofCVB´s

Seperate EventOffices(eg.Helsinki)

Event evaluationand biddingstrategy for theevent

Case Helsinki

Helsinki Events

Brand essence

12

Festive and FascinatingFestive and Fascinating

SkillfulKnowledgeable, inspiring professionals. Solidexperience and a trusted partner network ensure aprompt and reliable performance.

ResponsibleHelsinkians care about each other, their guests andtheir environment. Everyone is welcome to and we

respond to the needs of different groups.

CompactHelsinki combines the wide choices of a metropoliswith the community of a small town. Getting aroundis easy, safe and practical.

FascinatingHelsinki is an experience. It offers a stunning

backdrop for any event. Any celebration in the cityspreads good feelings everywhere.

Annual Events in Helsinki

• Helsinki Week in June including for example Samba Carnaval,Les Lumières Festival – Festival in the Spirit of Enlightment

• Helsinki Day 12.6.

• Helsinki Cup – for the young footballers,July

• Baltic Herring Fair, October

• Helsinki International Horse Show, October

• Lord Mayor’s Independence Day Party for schools in December

• Seurasaari Christmas Path in December

• New Year’s Eve Party 31.12.

• Season of Light - Festival of Light in January

14.7.201113

Helsinki - big events

• 2011 YourMove - Sport Event for Youth

• 2011 Open Europeans, Olympic Sailing Classes

• 2012 Helsinki Design Capital

• 2012 Helsinki – 200 Years as Capital of Finland

• 2012 European Championship: Athletism

• 2012 World Championship: Ice Hockey

• 2013 Tall Ships Races

• 2015 Gymnaestrada

14.7.201114

Helsinki CVB

Co-operation from the very beginning with theevent organises – takes time and understanding!

Defining and structuring the work with allstakeholders involved: Mayor, communityleaders, sponsors. . .

Encouraging collaboration:– A common spirit through a common goal

– Appropriate competence

– Trust

– Creativity

Practical actions by Helsinki CVB

Guidelines for Event organisers

Events -calendar coordination

Attending and partly conducting PR campaignsabroad

Helsinki presentations in previous events

Partly organising site inspections

Assisting; sponsors, broadcasting companies

Actively taking part in PR activities of the eventPhoto Shoot Guide, Marathon route planning, Stand uppoints . . .

Voluteers training programme

Suppliers training

Hospitality tours for delegates / Press / VIP

Materials

Using events for our own PR actions

14.7.2011Leena Sipilä

International Congress & Convention Association

Challenges for CVB

” To find the events?”

Evaluate them?

Responsibility of the long lasting event strategy?

Size of investment for just one known event ?

Lead time

To be realistic

Challenge - possibility

HELSINKIWe are all proud of our city. It´s full of fantastic events.

And we know how to organise them!For us:

”Excellence is not a skill, it´s an attitude”Ralph Morston

Thank you!PS. We are all the champions

International Congress and Convention Association www.iccaworld.com

Thank you!

International Congress & Convention Association