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
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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