Steering Group The Royal Yacht | 21 March 2019 Agenda. Events - - PowerPoint PPT Presentation

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Steering Group The Royal Yacht | 21 March 2019 Agenda. Events - - PowerPoint PPT Presentation

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The Island Break Steering Group The Royal Yacht | 21 March 2019 Agenda. Events Jersey Overview Meryl Laisney, Head of Product o Why are we here today? o The role of events o How are we doing? Hills Balfour MICE Introduction

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Steering Group

The Royal Yacht | 21 March 2019

The Island Break

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Agenda.

  • Events Jersey Overview – Meryl Laisney, Head of Product
  • Why are we here today?
  • The role of events
  • How are we doing?
  • Hills Balfour MICE Introduction – Margaret Mann, Senior

Account Manager

  • UK business events market outlook and trends
  • Typical RFP process and expectations
  • Working with Events Jersey
  • Q&A
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Why are we here today?

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Our ambition is to unleash Jersey’s potential to win, host and deliver great events.

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The role of events.

The Island Break

  • Attracting consumer and business events and festivals to

Jersey principally out of the main season, aligning with the Jersey Destination Plan (refreshed January 2019, Recommendation 1).

  • Working with event organisers to deliver experiences that

generate and create lasting memories for event visitors, in line with the Jersey Product Strategy (published January 2018). Fill the island in the shoulder seasons.

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How are we doing?

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Achievements.

Launched Events Jersey Strategy 4 ambassadors, 3 MICE itineraries, 6 case studies An operational identity & website A credentials pack for BID submissions An online event supplier database SLT 20% growth y/y & £527k additional income Ongoing support for

  • n-island event
  • rganisers

Hills Balfour & Events Executive A searchable calendar of 50+ annual events 1.5k+ newsletter database Attended trade events i.e. M&IT, MeetGB 40+ business MICE leads

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The Year Ahead.

The Island Break

New for 2019:

  • Greater alignment across VJ product, trade and marketing teams in

key areas of product pillars i.e. Field to Fork, Rewild Yourself, Extreme Jersey, V75

  • Launch of the Events Jersey Incubator Marketing Programme. Pilot

partner Luxury Jersey Hotels, Taste Jersey.

  • Showcase our event capabilities with hosted MICE visits i.e. Eat

Jersey, Jersey Style Awards

  • Events Jersey FAM, 25-27 April – 8 buyers attending
  • London & North of England Sales Mission
  • Business Events Partnership Programme
  • 2020 Destination Jersey Travel Trade Workshop
  • Attract. Bid. Sustain. Build.
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Team Jersey. We’re not the finished product.

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Accessibility Hunger for business Value for money Our welcome

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“There was no one to show us around when we arrived at [event venue]. Someone simply pointed to the [space] and said, ’In there'. We were only permitted access to the general [visitor space]”, Black Tomato Incentive Travel & Event Management, ‘…Trusted by the World’s Top Brands’

Don’t take our word for it.

“The biggest issue we were wrangling with was selecting a conference venue tied in with accommodation. The [event venue/accommodation] had to be discounted as there is no disabled access to the conference facilities”, Event Organiser, Circa 200 delegates “We recognise that Jersey is a fantastic destination, but it is coming in over budget.” Events Planner “Whilst the beautiful Jersey landscape and excellent hotel accommodation was major draw, a fundamental part of the UKinbound Conference is the need to showcase the destination, including hosting evening events in key visitor

  • attractions. Unfortunately, the attractions were not able to open up out of

season to accommodate this, which was a shame, as there would have been considerable interest amongst the travel trade what Jersey had to offer.”, Deirdre Wells, Former CEO, UKInbound

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The good news.

“…However, I am confident that the work which the Visit Jersey team are undertaking with key partners to look at how to tap into new markets and extend the season, will put the island in a good place to pitch for future conferences”, Deirdre Wells, Former CEO, UKInbound

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Hills Balfour MICE. Introduction.

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Business Events.

The Island Break

  • To brand and market the destination as a host for business

events, acting as the professional face and image of the destination.

  • To coordinate activity thereby creating synergy to further increase

the value of stakeholders in market spend.

  • To provide buyers impartial and honest advice to facilitate

successful meetings and therefore raise the reputation of the destination.

  • To be a filter of information between buyers and suppliers.

The remit of Events Jersey.

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Hills Balfour MICE.

  • Part of the world’s largest integrated tourism marketing company,

MMGY.

  • Provide a multiplatform approach for destinations including trade

sales, PR, social media and MICE.

  • The largest dedicated MICE promotion team in Europe, offering

extensive knowledge on long- and short-haul markets.

  • Use collective team knowledge to ensure that all clients benefit

from expert and current market intelligence.

Who are we.

The Island Break

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Hills Balfour MICE.

  • Specialise in the UK and European MICE market, representing

European and long-haul destinations:

  • Salzburg
  • Vienna
  • Milan
  • Jerusalem
  • Brussels
  • Dubai
  • Las Vegas
  • New York City
  • Thailand
  • Jersey

The Island Break

Who are we.

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Hills Balfour MICE.

  • Raise the profile of Jersey as a destination for business

events.

  • Conduct sales presentations through individual meetings

with agencies and engagement at trade events.

  • Generate leads and assist with enquiries.
  • Recommend appropriate industry events and trade activity.
  • Recruit qualified buyers for FAM trips.
  • Organise bespoke promotional events for Events Jersey

and partners within the UK market.

The Island Break

What we do.

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Update on UK Business Events Market.

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The Island Break

  • Mature market with high expectations.
  • End-users have no brand loyalty.
  • Increased requests for all-inclusive resorts.
  • Meeting planners prefer to shorten meetings to increase budget

for content.

  • Destination selection driven by client requests and knowledge of
  • agencies. Agencies will push for destinations they know better.
  • Agencies, Corporates, PCOs and Associations all have different

requirements and expectations.

UK Market Characteristics

UK Market Trends.

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UK Market Outlook.

The Island Break

  • Demand for meetings remains strong, but there are specific

challenges that are impacting trends.

  • Meeting planners in the UK expect 2019 to be busier than 2018.
  • Prices are expected to increase in 2019. Cost per attendee are

expecting to increase modestly. Group hotel rates are expected to increase by 3%.

  • Budgets expected to remain flat.
  • Security still influences destination choice.

The outlook is cautiously optimistic.

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UK Market Outlook.

The Island Break

  • Lead times are shortening.
  • Overall attendee experience takes precedence over length of

meeting.

  • Personalisation is key.
  • Security still influences destination choices. Secondary cities like

Birmingham, Manchester and Liverpool are seeing more growth.

  • Wellness activities are increasingly requested as part of

itineraries.

  • Sustainability and zero food waste.

Current trends in the UK market.

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Challenges

  • Competition with UK

secondary cities will increase.

  • Agencies will expect faster

responses than ever.

  • Shorter events will require

more personalisation and itinerary ‘wow factor’.

Opportunities

  • Jersey is ideal for

corporates looking to make the most out of a shortened itinerary.

  • The island offers a lot of
  • ptions for wellness.
  • Locally sourced food helps

avoid waste and is part of sustainability culture.

UK Market Trends

The Island Break

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Brexit Update.

The Island Break

Challenges

  • Some sectors of the UK

economy will likely contract/become more conservative.

  • Companies moving

headquarters from the UK.

  • Companies converting event

budget to invest in crisis management.

Opportunities

  • Many British business events

are not going to continental Europe due to budget constraints.

  • UK market is corporate driven.
  • No passport control for UK

travellers.

  • No exchange rate fluctuations

will give buyers security in post-Brexit world.

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RFP Process and Expectations.

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Typical RFP Process.

DMO receives and qualifies RFP DMO sends RFP to all relevant suppliers Suppliers respond to RFP Agency submits proposal to end client End client selects destination/ venue

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Top tips – RFP Response.

The Island Break

  • Respond quickly: lead times are getting shorter and

shorter

  • Price positively and correctly: be competitive and

transparent

  • Fill in the request their way: use their form if they

send one

  • Offer solutions and options: agencies might be

flexible for the right venue/destination

  • Use case studies or sample itineraries: sell

solutions not venues Tips based on buyer expectations

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What good looks like. Show, don’t tell.

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What good looks like. Focus on wellness.

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What good looks like. Money can’t buy experiences.

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What good looks like. Personalise & brand.

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Work with Events Jersey.

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Advise & Collaborate.

The Island Break

  • Participate in Events Jersey activities: support the Events Jersey

partnership programme, offer MIK support and in return amplify your profile to business events targets.

  • Send updates and newsletters to Events Jersey: we always need stories

for our newsletters

  • Copy us into your enquiries: we can provide information about the

agencies and potential competitors

  • Use our assets: share the suggested itineraries and Events Jersey imagery

to inspire

  • Share information about your successes: the more we know the better

we can promote you.

  • Offer to host during Events Jersey FAM trips: showcase your product

directly to visiting buyers.

  • All other ideas welcomed!

Get the most out of working with Events Jersey.

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Partnership Programme.

The Island Break

  • Opportunity to attend a networking lunch or dinner at an Events

Jersey Sales Mission.

  • Inclusion in dedicated Business Events newsletters (Hills Balfour -

3,000 MICE buyers / Events Jersey 1,000 MICE buyers).

  • Front page ‘supplier spotlight of the month’ on events.jersey.com.
  • Promotion via @HBMICE and @EventsJerseyCI Twitter accounts.
  • Host a site visit and lunch, dinner or an activity at one MICE FAM

trip consisting of 6-8 qualified buyers.

  • Host 10x rooms over two nights for one MICE FAM trip

(October/November) and give qualified MICE buyers the chance to experience your offer firsthand.

A flexible approach.

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Q&A?

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Meryl Laisney Head of Product, Visit Jersey meryl@visitjersey.je Margaret Mann Senior Account Manager, Hills Balfour margaret@visitjersey.je Helen Edwards Product Executive – Events, Visit Jersey helen@visitjersey.je