Home » Destinations & Venues » Operation Status and Strategy of Global Top Exhibition Venues 3. Operation Status and Strategy of Asia’s Largest Exhibition Venues ③ [Global 24th] IMPACT Arena Exhibition and Convention Center ? Largest Venue in Southeast Asia and Thailand

Operation Status and Strategy of Global Top Exhibition Venues 3. Operation Status and Strategy of Asia’s Largest Exhibition Venues ③ [Global 24th] IMPACT Arena Exhibition and Convention Center ? Largest Venue in Southeast Asia and Thailand

3. Operation Status and Strategy of Asia’s Largest Exhibition Venues
③ [Global 24th] IMPACT Arena Exhibition and Convention Center ? Largest Venue in Southeast Asia and Thailand

Southeast Asia’s largest exhibition venue created to host 1998 Asian Games
Muang Thong Thani Stadium was built to host the 13th Asian Games, which was held in Thailand in 1998. Through ensuing expansion, it changed its name in 1999 to IMPACT Arena Exhibition and Convention Center (IMPACT). Further expansion in 2000 led to the completion of IMPACT in 2003. And in 2006, IMPACT Challenger Exhibition Hall was completed, thus establishing the its current size.

Pivotal role as infrastructure for future development of Muang Thong Thani
As Thailand’s representative and Southeast Asia’s largest venue, IMPACT is located in Muang Thong Thani, a satellite city 30 minutes away from Bangkok, the Thai capital. It includes a convention center for hosting large events such as an exhibition hall and Challenger Hall, Area facilities for concerts and other various events, and more facilities for accommodating various events including outdoor space for performance and other events. Developed along with Muang Thong Thani, the satellite city of Bangkok, IMPACT was originally constructed to accommodate Asian Games and is currently used to host global exhibitions and conventions as well as performances.

55.17% of its shares owned by Bangkok Land Public Company Limited
As Southeast Asia’s largest exhibition venue, IMPACT has 55.17% of its shares owned by Bangkok Land Public Company Limited, while the remainder is divided among multiple shareholders. The operating right for the venue is held by Bangkok Land Public Company Limited, which has created IMPACT Exhibition Management Co Ltd. for the operation of IMPACT and built Novotel and catering services around IMPACT, thus providing various services for event-organizers, exhibitors, and audience.

Leading Muang Thong Thani as a global MICE city by organizing events and operating infrastructure
According to 2010 yearly report disclosed by the event-organizer for IMPACT, the company plans to conduct aggressive reinvestment of its erstwhile profits to get more spacious parking facilities and built one more 3-start hotel, thus securing about 1,000 rooms. With this, the IMPACT event-organizer aims to grow into a big corporation that focuses on the operation of wide-ranging infrastructure related to event-organizing business and contribute to the development of Muang Thong Thani into a world-class MICE city.

Holding 500 or so events each year, with yearly sales of 1.652 billion baht and facilities operation at 44.7%
Each year, IMPACT holds world-class exhibitions, conventions, and performances, thus implementing some 500 small or large events overall. The IMPACT operator started in 2009 to take reservations with a view to reinvigorating its event-organizing, with which the company concluded minimum 40% of all its contracts in 2010 through reservations. The sales at IMPACT come from the three major business categories of facilities rental, F&B, and accessory services. 2010 profit report shows that 63% of its total revenue came from rental of exhibition & convention facilities, 18% from F&B sales, and 19% from accessory services. As of 2010, the total revenue of IMPACT was 1.652 billion baht and its total profit was 358 million baht, which are respectively 8.8% and 2.3% up from 2009 (1.519 billion baht in revenue and 290 million baht in profit). The financial trend of IMPACT in 2007 and later shows growth in 2008 as compared to 2007, and decline in 2009 due to global economic depression, and a slight rise in 2010. The sales in 2010 increased from 2007 but with a reduced profit.

Professional exhibition & convention facilities that apply specialist management technique of the IMPACT operator
The IMPACT operator is in charge of running facilities such as IMPACT Arena, IMPACT Exhibition Center, and IMPACT Forum. The IMPACT operator aggressively introduces various world-class management techniques in the operation of the facilities, and while fulfilling its corporate social responsibilities, continues to work on ways to cut down costs. Specifically, as its efforts toward such goals, the company introduced and has applied in its operation of facilities MICE Security Management System proposed by Thailand Convention & Exhibition Bureau for the purpose of ensuring safety for MICE participants, and for environmental conservation, is implementing an energy management policy that complies with ISO 50001. Also, the company has become the first Thai exhibition & convention center to be certified ISO 22000 for food safety, thus paying utmost attention to customers’ health management.

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