Synergy and Research: A Strategic Tool In Meeting, Exhibition, and Convention Venue Performance Dr. Michael Mahoney California State University, Fresno Synergetic Effect: Research in Meeting, Exhibition, and Convention Venue Performance The project, involved the researcher from a university and students in the sports and entertainment venue management degree emphasis area, and the management of a convention and entertainment center (CEC) in the fifth largest city in California. The CEC is publicly owned, however, privately managed by a globally recognized management company of sports, entertainment, convention and business meeting venues. This synergetic research process allowed the researcher and students to gain hands-on experience with venuescape analysis – a attendee and client experience evaluation process while at the same time providing a service to the CEC. Venuescape Analysis Select categories of the venuescape included: Parking, Parking Cleanliness, Way finding and Safety; Pre-Event Preparedness; Event Entry/Admissions; Event Security; Event Space; Food and Concessions; Seating Areas; Restrooms; Signage; Ushers; Way finding; Housekeeping; Post-Event; and Accessibility. Venuescape captures not only service extensions and physical surroundings of a sport and/or entertainment event but also the diversity of programming surrounding the planned event (core product). As such, venuescapes capture more conducive terminology of sports, entertainment, convention and business meeting venues (e.g., fixed stadia or configurable venues), the diversity of events they host, and the multitude of ancillary services necessitated and provided for the total event experience (Mahoney & Tedrick, 2014). In regard to this study, attendees experience the results of a planned, built-out, and managed environment. For instance, a planned Thursday evening convention gala or a Saturday evening concert event (entertainment) programmed within the overall convention schedule expands beyond the business-only focus by incorporating entertainment and multiple venues to host such events and attendees. Specific examples of attendee or client Synergetic Effects The synergy partners (researchers, students, venue professional) concluded that synergetic research is an applicable way to bring together professionals and future professionals, to engage in a multi-beneficial process designed to ultimately improve the attendee experience and venue potential. The effects were collective:  The end game should be better educated, informed management and line employees via documented observations the exercise supplies.  The exercise provides a continuing education and training program for the entire staff encompassing all the different departments and their function or contribution during the events i.e. event services, operations, financial, etc., based on the real time experiences of the team.  Professional – much more aware of what is needed before doors – making sure staff, customer service aspect is set for ADA, operations, maintenance, general safety, role, expectations, walk-through, understand everyone’s job –familiar with venue, website, etc. Recommendations Designate an independent venue auditor/researcher to conduct “attendee, client, patron and visitor experience”, and “venue readiness” audits and synergetic research projects. Provide venue staff with patron experience and venue readiness training. For additional information please contact Dr. Michael Mahoney at: Identifying the Area of Focus  The purpose of the study was to work in synergy on a research project to investigate professional service delivery in an existing meeting, exhibition, and convention venue setting.  The ‘attendee experience measurement’ is a venue/event- specific investigation involving, but are not limited to, critical examination of venue and event preparedness and the attendee experience, and accessibility points.  This study focused on answering the following questions: (1) “Are attendees attending meeting, exhibition, and convention events receiving the level of attendee / customer / visitor accommodation and service needed to maximize their experience?” and (2) “Are the meeting, exhibition, and convention venues receiving the level of preparation and event- day support needed to maximize the venues potential?” responses may include pleasure or displeasure, and perception of venue, event, programming, intent to remain, leave, file a complaint, post on social media, re-patronage, or conduct business elsewhere.