Analysis of Meeting Exhibition and Convention Venue Readiness

Analysis of Meeting, Exhibition, and Convention Venue Readiness: An Application of Patron Experience Measurement PEM in Practice: A Case Study in Meeting, Exhibition, and Convention Venue Readiness Venuescape Analysis Select categories of the venuescape included: Parking, Parking Cleanliness, Way finding and Safety; Pre-Event Preparedness; Box Office/Ticket Sales/Will Call, Event This paper reports on a revisit to Entry/Admissions, Event Security, the patron experience Food and Concessions, Seating Areas, measurement (PEM) process Restrooms; Signage, Ushers; Way used to evaluate the venue finding, Housekeeping, Post-Event, and Accessibility. readiness and attendee experience at a meeting, Venuescape captures not only service exhibition, and convention venue extensions and physical surroundings of a sport and/or entertainment event setting. The action research but also the diversity of programming study involved collaboration with surrounding the planned event (core venue management, on-site product). As such, venuescapes event analysis, website review, capture more conducive terminology and communication with venue of sports, entertainment, convention staff to determine the “attendee and business meeting venues (e. g. , experience” according to the fixed stadia or configurable venues), provisions of an action research the diversity of events they host, and the multitude of ancillary services plan. The project involved the necessitated and provided for the researcher and students in the total event experience (Mahoney & sports and entertainment venue Tedrick, 2014). management degree emphasis, In regard to this study, attendees and the management of a experience the results of a planned, convention and entertainment built-out, and managed environment. center in the fifth largest city in For instance, a planned Thursday California. The PEM process evening convention gala or a Saturday permitted the researcher and evening concert event (entertainment) programmed within students to gain direct practice the overall convention schedule with venuescape analysis. expands beyond the business-only focus by incorporating entertainment and multiple venues to host such events and attendees. Specific examples of attendee or client Dr. Michael Mahoney California State University, Fresno responses may include pleasure or displeasure, and perception of venue, event, programming, intent to remain, leave, file a complaint, post on social media, re-patronage, or conduct business elsewhere. Identifying the Area of Focus v The purpose of the study was to review prior PEMs, work collaboratively on an actionoriented study to investigate professional service delivery in an existing meeting, exhibition, and convention venue setting. v The project assessment is part of a contractual obligation set-forth by “the city” for the private management company to analyze the “attendee experience” annually. v The PEM focused on answering the following questions: (1) “Are attendees attending meeting, exhibition, and convention events receiving the level of attendee / customer / visitor accommodation and service needed to maximize their experience? ” and (2) “Are the meeting, exhibition, and convention venues receiving the level of preparation and eventday support needed to maximize the venues potential? ” v Field notes, photographs, and suggestions were categorized. Lessons Learned Similar to previous PEM research, the team members (researchers, students, venue professional) concluded that PEM is a relevant way to bring together professionals and future professionals, to engage in a multi-beneficial process designed to ultimately improve the attendee experience and venue potential. The benefits were collective: Ø Students: High-impact learning via industry engagement, peer-to-peer student interaction. Ø Researcher: Collaboration with industry; high-impact educational practices via faculty-student field experience/interaction. Ø Industry: Improved PEM findings; meet contractual obligation. Recommendations ü Venue: publish mission statement addressing commitment to services for all persons. ü Utilize an independent venue auditor/researcher to conduct “attendee, client, patron and visitor experience”, and “venue readiness” audits and research. ü Provide venue staff with patron experience and venue readiness training. For additional information please contact Dr. Michael Mahoney at: mmahoney@csufresno. edu