Advantage by ACC Liverpool provides this support to organisers where they need it, pulling together the resources of the venue and the destination.
The waterfront facility - home to BT Convention Centre, Echo Arena and, from 2015, Exhibition Centre Liverpool - brings together all the elements required for success which it has distilled into four pillars – event growth; managing risk; destination support and delegate experience.
Unveiling Advantage by ACC Liverpool at IMEX Frankfurt, Kerrin MacPhie, director of sales of ACC Liverpool, explained: “We have held a series of successful international events and, from listening to our existing and prospective clients, we understand that Liverpool can be perceived as an exciting yet, for some, unknown and ‘untested’ destination.
“Through Advantage by ACC Liverpool we want to support organisers in selecting Liverpool as their destination. As one of the UK’s leading conference venues we are central to the destination and, with our partners in the city, we have the ability to unlock the key elements to a successful conference – funding, people, transport, and accommodation.
“Our recently expanded sales team has considerable experience of working closely with organisers to grow delegate numbers and to introduce the destination to exhibitors, sponsors and other stakeholders. We will provide an unrivalled welcome to the city and enable access to a wide range of support, all targeted at delivering successful events.
“Support comes in a variety of forms and Advantage by ACC Liverpool creates a tailor made programme for conference organisers – this could be hosting exhibitor days, organising civic receptions, co-ordinating delegate transfers, flying key decision makers into the destination, negotiating preferential rental deals and supporting pre-event marketing.”
Earlier this year, Liverpool Convention Bureau, supported by ACC Liverpool, launched its Confident Conferencing campaign. Distinguishing Liverpool from other destinations it builds on the city’s attributes, such as its status as European Capital of Culture in 2008, its unparalleled range of first class conference venues, its heritage and culture and its constantly improving hotel offer. Advantage by ACC Liverpool is further evidence of the confidence organisers can have in Liverpool’s ability to deliver.
MacPhie said: “For many years we have combined a raft of event support for conference and event organisers but this is the first time it has been packaged. We have created something that organisers can relate to and look forward to working with them in choosing the right support package for their future events in Liverpool.”
Past examples include the International Society on Thrombosis and Haemostasis (ISTH) conference in June 2012 which saw the venue work as part of the event bidding team to create a bespoke package for the event. The team, which included representatives from ACC Liverpool and Liverpool Convention Bureau, worked closely together with the local ambassador over several years to bring the event to the city. Processes were put in place to manage hotel bookings, help boost delegate numbers, arrange transportation to and around the city and support a civic reception.
A total of 1,500 physicians and researchers from 75 different countries attended the event, regarded among professionals as a landmark opportunity to exchange the latest scientific knowledge on clotting and bleeding disorders. The conference facilitated discussions of diagnostic standards and promoted the worldwide understanding in the fight against major killers like heart attacks, strokes and deep vein thrombosis.
Thomas Reiser, executive director of ISTH, said: “It was vital that the destination and ACC Liverpool ticked the right boxes in order to attract the event to the UK, bringing together the key elements of the city’s medical expertise and its conference offer. It took our member, Professor Cheng-Hock Toh, nine years to get our event to Liverpool, but we are glad that he persevered as it was a huge success.
“During the conference the whole city made us feel very welcome. There was a definite collective approach to maximising the success of our meeting.”
As well as ISTH as an example of event support, in February ACC Liverpool hosted BBC Worldwide Showcase for the second consecutive year. The support ACC Liverpool provided helped to boost delegate numbers from a record of 500 in its previous home to 640 in its first outing in Liverpool in 2012. The 2013 event witnessed further growth to 700 delegates. This 29 per cent increase of international TV buyers was an objective set out prior to the event’s move to Liverpool and has been delivered.
On a national perspective, Diabetes UK - coming to ACC Liverpool in May next year – is being supported through a variety of channels including an outreach programme for patients and public, funding for welcome drinks receptions, organising a fun run and destination marketing support.