Home » Destinations & Venues » Major Overseas Cities’ Strategy for Using Unique Venues and Actual Cases 2. London, Brussels, and Sydney’s Strategy for Using Unique Venues and Actual Cases

Major Overseas Cities’ Strategy for Using Unique Venues and Actual Cases 2. London, Brussels, and Sydney’s Strategy for Using Unique Venues and Actual Cases

2. London, Brussels, and Sydney’s Strategy for Using Unique Venues and Actual Cases
Major overseas MICE cities are deploying independent strategies to revitalize their unique venues. London has an association-like unique venue organization in operation with support from the local government, while Brussels and Sidney have created related associations in seeking to reinvigorate their unique venues.

1) London ? Unique Venues of London
Unique Venues of London that has as its members 78 facilities including palaces, movie houses, and museums in London
As an association designed to reinvigorate the unique venues of London, Unique Venues of London operates with support from London & Partners, Visit Britain, and City of London. As they are not for-profit organizations, costs other than supports from the organizations are paid with membership fees collected from member organizations. Different membership fees are charged in proportion to the revenue of each of the members of Unique Venues of London and used to operate the organization. Currently, Unique Venues of London has as its members 78 facilities including palaces, movie houses, and museums in London. Facilities must satisfy tough requirement to qualify as members of Unique Venues of London. First of all, they must be located in London and fall under any one of the eight categories of facilities. Also, they must satisfy the eight requirements including “Must be public” and “Must have meeting space”.

Providing information on unique venues through a newsletter published independently
Unique Venues of London uses its independently published newsletter to provide information on new unique venues, remodelling, and rebuilt facilities and how to use the described facilities. Also, the company provides information in the industry related to unique venues. It draws attention from event-organizers by presenting promotions that allow its members to use unique venues at special prices. Besides, it works to create new demand by surveying the demand and supply in the unique venues market and discovering new members.

2) Brussels ? Brussels Special Venue Association
Brussels Special Venue Association voluntarily formed by unique venues in Brussels
As an organization designed to reinvigorate the unique venues in Brussels, Brussels Special Venue Association is voluntarily formed by unique venues in Brussels that are used as space for meetings and events. Currently, 30 facilities belong to the association. Tourism and Convention Bureau of Brussels supports Brussels Special Venue Association and provides support by certifying its members’ provision of quality, specialized services.
Brussels Special Venue Association supports integrated marketing activities for its members through distributing BSV Newsletter, participating in international exhibitions, and advertisement. And through various networking events such as partnership creation and exhibitions, the Association supports information exchange among its members and assists members to revitalize their business by supporting promotion through the BSV’s website (http://www.venue.be/en/). Brussels Special Venue Association has successfully operated, holding over 4,500 events through such activities and hosting over 1 million visitors.

3) Sydney’s Unique Venues Association (SUVA)
Aggressive advertisement and promotion by the Association
Sydney’s Unique Venues Association has as its members over 60 facilities, each of which can be appropriately used in various events such as meetings, corporate entertainment, gala dinners, and wedding receptions. As a non-profit organization, Sydney’s Unique Venues Association focuses on promotion for its member companies. Specifically, it provides enhanced promotion for its members by selecting ‘Venue of the Month’ and posting it on its homepage. Also, by recruiting SUVA Sponsors and allowing them to advertise on the homage by paying certain fees, Sydney’s Unique Venues Association is trying to turn its homepage into a medium.

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