The group has been formed by the Coventry & Warwickshire Convention Bureau and its inaugural meeting saw more than 45 senior leaders from across the regional events and venue sector meet at CoventryConferences.
The first meeting provided a chance to explore opportunities for collaboration and set priorities for the association.
Topics discussed included sharing market intelligence on the regional events landscape, insights from major industry trade shows such as Confex, The PA Show and The Event Production Show, and how venues can work collectively to raise the profile of Coventry and Warwickshire as a destination for business events.
Attendees also discussed the potential to exhibit collectively at national trade shows to increase the region’s visibility, as well as the importance of building stronger referral relationships with other venues in Coventry and Warwickshire.
The venues in attendance discussed target markets for business events, including event agencies, trade associations, local corporate and national blue-chip organisations, while also highlighting how the region should target specific sectors focused on the area’s industry expertise.
It also saw presentations from key venues in the region, including Ashorne Hill about the growth of its portfolio and diversifying experiences, and Coventry Conferences about their investment in facilities.
Future meetings will also explore initiatives such as shared communication channels, improved data insights with a regional focus, the impact of familiarisation trips and stronger collaboration between venues to share opportunities across the region.
The association will focus primarily on supporting business tourism and the meetings and events industry, while creating opportunities to share insights on trends, data and emerging opportunities.
The meeting was facilitated by Chris Hartley, of Hartley Consulting & Events, who has more than 30 years’ experience in the events and venue sector.
Chris said: “The experience, knowledge and expertise in the room was inspiring. This forum is about bringing that collective insight together to help shape the future of our sector in Coventry and Warwickshire.
“There is no pre-ordained plan for the projects we will deliver. This first meeting is the starting point for that journey and the association will be shaped by the people in the room over future events.
“It will provide a space to share best practice, build relationships and help put Coventry and Warwickshire firmly on the national and international events map.”
Paul McMahon, Managing Director at Coventry & Warwickshire Convention Bureau, added: “We want this association to become a strong platform that represents the strength of our region’s business events sector.
“This is one of four associations we are developing to bring partners together and this group will help translate and promote the assets we have as a destination into a compelling offer.
“We are also developing tools such as an event planner guide which will showcase everything the region has to offer and make it easier for organisers to bring events to Coventry and Warwickshire.”
