CEIR Releases Fourth Report in Attendee Retention Insights Series

June 14, 2016

The Center for Exhibition Industry Research has released the fourth report in its newest series, 2016 Attendee Retention Insights Part Four: Special Activities and Amenities that Build a Loyal Alumni Attendee Audience.

This newest addition to the series offers organizers a comprehensive resource to help understand the profile of attendees that visit an exhibition repeatedly and the content that turns them into loyal customers.

Part four takes a look at the influence of special activities and amenities in converting attendees to loyal alumni to a specific event.

“When it comes to special activities and amenities that drive repeat attendance, this study highlights the importance of giving alumni the tools to have productive and hassle-free visits and settings beyond the show floor and education classrooms that facilitate meaningful face-to-face engagements,” said CEIR President and CEO Brian Casey.

“Just as with education, one size does not fit all, and the nature of the event may play in to what alumni value when attending,” Casey added. “Another critical finding is that some organizers may be ignoring an easy way to increase retention with attendee organizations. Results in this report indicate group amenities are effective in driving repeat attendance.”

2016 Attendee Retention Insights Part Four: Special Activities and Amenities that Build a Loyal Alumni Attendee Audience identifies ways to help maximize attendee organization retention.

Results indicate that alumni value events that give them other ways to engage in valuable face-to-face interactions with participants.

Amenities are also valued to take the hassle out of the logistics of attending and making the experience more enjoyable.

Here are some key findings:

·  Over two-thirds of alumni attend the event with others from their organization. And most of these groups, 86 percent, come with set goals they aim to achieve. Average and median group sizes are detailed in this report.

·  Organizers that offer amenities find them effective in driving repeat attendance. This report details group amenities offered, level of effectiveness of each amenity in driving repeat attendance and an overview on how group amenities are marketed and whether fees are charged.

·  Attendees who have previously attended an event value experiences that are hassle-free and user-friendly. The top two ranked services, used by more than three-quarters of alumni and valued by 84-percent+ of users are:

o    Free WiFi; and

o    Access to open seating areas.

In addition to total results, 2016 Attendee Retention Insights Part Four: Special Activities and Amenities that Build a Loyal Alumni Attendee Audience identifies unique preferences by attendee demographics, including by gender, age, job level, role in purchasing decisions, annual volume of purchases of showcased products and services, organizational size, and profile of event attended.

Additionally, exhibition organizer results that differ from total results are reported as well, including by: whether association-run or independently-run; size of exhibition; and whether an exhibition rotates locations.

The 2016 Attendee Retention Insights series consists of five reports focusing on the largest trade shows in the U.S. to understand what generates loyalty among attendees and how event organizers motivate them to return on a regular basis.

Input was sought from organizer and repeat attendee perspectives. The resulting reports offer readers a road map for benchmarking attendee retention strategy practices with industry norms; an understanding of commonly held characteristics of professionals who attend a given event regularly; and insights to guide organizers in their marketing and event development.

Other reports in the 2016 Attendee Retention Insights series are:

·  Part One: Basics for Creating Your Attendee Retention Strategy: Tracking, Profiling and Why They Come Back (released in April 2016)

·  Part Two: Exhibition Floor Features that Build a Loyal Alumni Attendee Audience (released in May 2016)

·  Part Three: Education Content that Builds a Loyal Alumni Attendee Audience (released in May 2016)

·  Part Five: Eleven Real-world Business-to-Business Exhibition Organizer Attendee Retention Approaches (to be released soon)

Click here to download 2016 Attendee Retention Insights Part Four: Special Activities and Amenities that Build a Loyal Alumni Attendee Audience

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.