Beyond Basic Space Provision
Event venues must abandon their traditional "landlord culture" and become active hosts embedded in organiser success, according to Alex Lewis, Chief Operating Officer at Olympia Events. Lewis argues that the sector's historical approach of handing over keys and stepping back is no longer sufficient in today's challenging market conditions.
"In today's market, that mindset is no longer sufficient," Lewis states. "In a world where we want to see exhibitions continue to grow, evolve and thrive, venues cannot remain simply keeper of the keys."
Market Pressures Drive Change
The exhibitions market faces significant challenges, with attendance at trade shows under pressure and exhibitors scrutinising return on investment more closely than ever. Lewis emphasises that footfall cannot simply be the organiser's problem to solve, as exhibitor dissatisfaction impacts the entire ecosystem including future bookings, confidence, investment and venue health.
At Olympia, which is redeveloping into a fully integrated destination with live entertainment, hospitality, workspaces and cultural venues alongside event spaces, this shift from landlord to host has become fundamental to operations.
Embedded Partnership Model
Lewis advocates for venues to ask meaningful questions directly to organisers: "what does success look like for you? How can we grow your event?" When venue teams understand success metrics - whether visitor numbers, dwell time, revenue or brand impact - they can make better decisions and drive connectivity across the estate.
"We become part of the event, not just the building that contains it," Lewis explains. This approach involves using venue platforms to promote activities across the site and encouraging visitor movement between experiences, considering how conference programmes, theatre shows, food and beverage offers and public realm can amplify organiser objectives.
Destination Connectivity
Successful venues are increasingly inter-connected destinations rather than single-use halls, with visitors experiencing the destination as a whole rather than component parts. Lewis emphasises that connectivity is key, with people able to transition easily from exhibition to conference, content session to restaurant, and trade floor to entertainment.
"The more seamless that movement is, the stronger the overall experience becomes – and the more value organisers derive from being part of that ecosystem," Lewis notes.
Operational Foundation
Lewis stresses that partnership only works when fundamentals like security, cleaning, technology and maintenance function in the background. Operational excellence allows venues to be proactive rather than reactive, giving permission to step closer to organisers.
The approach involves venues becoming embedded in clients' wider strategies, from sustainability and Scope 3 reporting to audience growth and experience design. "We are no longer neutral landlords; we are part of our clients' success," Lewis concludes.
Based on reporting by Event Industry News / Alex Lewis. Read the original article.