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40% of association clients report an increase in delegate numbers at the ICC

The central location of Birmingham’s International Convention Centre (ICC), part of the NEC Group, along with its unrivalled connectivity by road, rail and air has contributed to an increase in delegate numbers at conferences held at the venue over the last 12-18 months, according to a number of its association clients.

Client feedback, which is collected via telephone surveys, found that 40%of association clients that have held an event at the ICC since October 2013 reported an increase in delegate numbers and identified the venue’s central location as a contributory factor.

The findings come shortly after a report, published by marketing software platform Hubspot and event marketing company Eventbrite, claimed that 65% of event planners have been unable to increase attendance rates at events, with 14% admitting that attendance has decreased.

The British Psychological Society reported a 13% increase in delegate numbers at their 2014 Annual Conference at the ICC compared with the previous year when it was held at another venue.  The British Small Animal Veterinary Association (BSAVA) – which has held its Annual Congress at the ICC for almost 25 years has seen a steady rise in delegate numbers and this year reported a two per cent increase. Delegate numbers at the British Orthopaedic Association Congress broke records with delegate numbers exceeding 1700 for the first time in its history at the 2013 event, and they have since signed a three year deal with the Birmingham venue.

The British Society of Rheumatology (BSR) and British Equine Veterinary Association (BEVA) have also signed new long term deals with the ICC, stating an increase in delegate numbers due to its central location as one of the contributing factors to choosing to return.

Catherine Newhall-Caiger, Business Development Director at the ICC said, “The ICC is located in the centre of the UK with over 98% of the UK consumer and business market within a four hour travel time. This coupled with over 6,500 hotel bedrooms that we have on our doorstep means that delegates from all over the country are able to attend events that are held at our venue. We are delighted that a number of our clients have seen a marked increase in delegate numbers when holding their events here and are choosing to extend their contracts with us as a result.

“Whilst the report published by Hubspot and Eventbrite indicate events are struggling to improve attendance, we are pleased to be able to report that conferences and congresses held at the ICC are thriving.”

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