Why and How UK Visitor Attractions Diversify Their Product to Offer Conference and Event Facilities

Abstract

Conference and event organizers are becoming increasingly competitive in choosing venues that are designed to make an impression. Visitor attractions are, therefore, no longer as much of an unconventional choice as they once were. In light of this realization, such venues have marketed themselves not only on the provision of cultural/entertainment facilities, but also conference and event facilities. Drawn from a wider survey population undertaken in 2001, this research is based upon a postal questionnaire of 75 visitor attractions from across the UK. The survey results identify that many visitor attractions first entered the market place to diversify their revenue base and did not invest heavily into providing a complete conference and event product. Indeed, the research identifies that cosmetic changes remain the most common refurbishment activities undertaken in order to initially create such facilities offered by many visitor attractions. However, the results highlight that since opening, visitor attractions have changed their strategies and are now willing to invest in their product. Such venues are increasingly aware of the intense competition within the market place and the need for investment to maintain a place in the ever-growing competitive environment and to be able to supply a unique product. As such, the extent of structural changes involving the conversion and/or extension of the physical building increased in popularity once the conference facilities had opened. Exponential smoothing identifies that between the decades

Toward a typology of events venues

“…The issue is complicated further when a number of the above classifications use vague terms such as "non-traditional", "miscellaneous" and "unusual" venues. In her attempt to develop a new typology, Whitfield (2005Whitfield ( , 2009 replaced the above terms with "visitor attractions". Interestingly, the term "visitor attractions" is another unclear term, which is difficult to be defined in the literature (Fyall et al, 2003;Swarbrooke, 2002 …”

“…As previously noted, the term "visitor attractions" has been used to describe events venues (Whitfield, 2005(Whitfield, , 2009). It could be argued that the central driver for visitor attractions per se, is dependent upon its physical features, whether these are natural or man-made.…”

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

“…com/defi nition/venue). However, the various types of events or venues and the different classifications available in literature (e.g., Lawson, 2000;Rogers, 2003;Whitfield, 2009) reveal that "events venues mean different things for different people" (Hassanien & Dale, 2011, p. 108). In this article we consider the venue as the location where the event is enjoined (Van der Wagen, 2010).…”

Sector Differences in Conference Facility Refurbishment

“…Many purpose-built venues have undertaken some form of refurbishment and/or construction programme to improve their existing conference products (Whitfield, 2007). Empirical evidence is available on refurbishment and the relative importance of flexible room designs that permit smaller breakout sessions along with the provision of modern, appropriate technology with a good standard of décor and the ability to accommodate delegates (Meetings Industry Association, 2000; Robinson and Callan, 2003;Crouch and Louviere, 2004).…”

“…Visitor attractions enter the conference market with the aim of increasing the number of revenue sources and to use their facilities to their maximum capacity (Whitfield, 2009). Changing funding systems through the 1990s and increased competition for leisure spent within the UK has resulted in many properties having to generate additional revenue or look to alternative business mixes (Leask and Hood, 2000).…”