Unlocking event resources inside our Universities

With state-of-the art audio visual support, a mix of old and new facilities and first-rate on-site accommodation, academic venues provide a one-stop-shop approach to modern conferencing.

Complementing their great facilities, universities are also a great source of speakers and support material, therefore enabling a link with research and development that is being undertaken by the students.

But it is not only the organiser and venue that benefits. Profits that are generated from playing host to meetings and events are reinvested directly into the universities. This revenue means buildings can be updated, whilst research programmes and other learning facilities benefit from a boost in resources, helping to pave the way for the country’s next generation of business and thought leaders.

It is because of this benefit that the meetings and events sector is today recognised as a core revenue stream for the academic venue, with its importance placed almost equally as high as the income received from students.

As such, most operate under a dedicated brand with a specialist team of managers, and continually invest in the upkeep and improvement of their facilities. Where others may have ceased, this investment has continued right throughout the difficult economic climate, with the academic venue being seen as a safe investment, supported heavily by the stable and regular income brought in by students which has been largely unaffected by the economic downturn.

Refurbishment
In September, the doors of Scarman, the largest of Warwick Conferences’ three training and conference centres, re-opened following an extensive £2 million renovation and refurbishment programme. As part of this, six syndicate rooms have been upgraded to incorporate built-in AV equipment and low energy lighting has been introduced in line with Warwick Conferences’ ongoing commitment to reducing the environmental impact of its venues. The investment forms part of a multi-million refurbishment programme announced in the latter part of 2010.

In addition, earlier this summer, a new £20 million sports centre opened its doors at Lancaster University, which was also awarded the BREEAM ‘Excellent’ rating. This sets the standard for best practice in sustainable design. As well as university members, the state-of-the-art centre is available for conference delegates use, and features an eight-lane swimming pool, eight-court sports hall, climbing wall, gym spread across two levels, four squash courts and a studio for dance, martial arts and fencing.

Despite the continued investment seen widely across the sector, academic venues have still been able to maintain a competitive offering for delegates.

“For academic venues, it is just about making the most of the facilities that we already have in place when they are not being used by the students,” explains Janette Foster-Hyde, Liverpool John Moores University. These range from meeting and conference rooms, to IT suites and full catering services. It is because of this we can often offer a competitive price over a purpose-built conference centre.”

Flexible Offering
With large scale facilities that have been built specifically to create the optimum learning environment, the academic venue is a popular choice for hosting associations and for other large scale conferences and conventions. But with the addition of some of the more unique sections of the university being opened up for use, away from the traditional lecture theatres, they have also become a popular choice for gala events, awards dinners and Christmas parties. Sports facilities are also another great asset, playing host to tournaments and team building for many different groups.

Accommodation
All of the venues are supported by a vast amount of modern accommodation on site. Where much of this is only available outside of term time, many now have purpose built accommodation or hotels on site, which are useable all year round. In addition, many work closely with neighbouring accommodation providers to offer low-cost options to delegates.

At The University of Nottingham, construction is currently underway as part of the creation of a new £20 million eco-friendly 200-bed upmarket hotel. Built to the highest environmental standards, the hotel will feature state-of-the-art technology to reduce carbon emissions, as part of the university’s strategy to become an ever more environmentally-friendly institution.

It will feature executive-style rooms, meeting and conferencing rooms and a gym, as well as a restaurant and bar. Work is due to be completed for opening by the end of 2012.

Leading the way
In 2011, Keele Conferences and Events launched ‘Keele Event Services,’ providing event support and management to its association clients, as their annual conferences and events travel around the country. This serves as an extension to Keele Conference Management, the event management and delegate booking support that is currently provided at Keele University.

Sam Booth, head of Keele Conferences & Events, says: “Keele Event Services is something that we evolved into offering, as a result of reacting to client feedback and also from understanding the needs of transient business. It reflects the importance we place on helping our clients to grow and develop their events, regardless of where they are located.

With advances like this and the investment continuing, academic venues have continued to flourish, with many predicting a positive outlook for the sector.

Looking forward, Kirstie Danzey, marketing manager for Nottingham Conferences at the University of Nottingham, says: “We predict growth for 2012 based on a number of factors. firstly, lead times are starting to extend, helping us to forecast and plan further out. Secondly, August 2011 was the best August for several years, which is usually a quiet month. Thirdly, key new clients are looking to place repeat business for the next two to three years on the basis of successful conferences held this year.”

Danzey continues: “For 2013, the new hotel, sited adjacent to the East Midlands Conference Centre will enhance the existing range of conference facilities provided by Nottingham Conferences further. Whilst being a revenue stream in its own right, the new development will have a positive impact on events that can utilise both the EMCC and hotel.”