1. Andrew Hiebl Chairman, Business Events Victoria

4. 1. What are business events? 2. An overview of the BE industry 3. Why are business events so attractive? 4. The future of business events in Regional Victoria.

5. Business Events (Business Tourism) MICE Meetings, Incentives, Conferences and Exhibitions

6. MEA BEV State GovernmentFederal Government BECA MCVB AACB Local Government BEA Tourism Australia Stakeholders VECCI / VTIC Business Community TVIC

7. National Framework BE Strategy Australian BE Industry Australian Government BECA: -AACB -EEAA -ICCA -ACCG -MEA General Industry/ Commerce Organisations Tourism Industry Reps, eg. NTA Federal Minister for Tourism Tourism Australia: BEA TRA Other Govt Depts/ Agencies, eg. DFAT, Austrade www.businesseventscouncil.org.au

8. Australian BE Industry Australian Government BECA: -AACB -EEAA -ICCA -ACCG -MEA General Industry/ Commerce Organisations Tourism Industry Reps, eg. NTA Federal Minister for Tourism Tourism Australia: BEA TRA Other Govt Depts/ Agencies, eg. DFAT, Austrade State Branches of BE Industry Associations VECCI / Business Chambers VTIC + BEV State Minister for Tourism Tourism Victoria + MCVB Other State Govt Depts/ Agencies

9. Melbourne Convention & Visitors Bureau  MCVB established by the State Government in 1968 (first in Australia)  In 1977, the organisation was provided with the resources to actively target international conventions  In the same year, the convention and corporate travel industry was a $17M industry attracting just 9 international conventions per year

10. Meetings & Events Australia  MEA can trace its roots to the formation of the Association of Conference Executives (ACE) in 1975  In 1990, the group saw a name change to Meetings Industry Association of Australia  A new trading name was announced in 2005: Meetings & Events Australia

11. Business Events Australia  Team Australia was formed in 1998, a co-operative venture between members of the Association of Australian Convention Bureaux members and Tourism Australia  A dedicated Business Events Australia brand was created in 2008 by TA  BEA is part of the recently formed National BE Strategy Working Group established by the hon. Martin Ferguson MP

12. Melbourne Convention & Exhibition Centre  Melbourne Convention Centre opened in 1990  Melbourne Exhibition Centre – “Jeff’s Shed” – opened in 1996 replacing the Royal Exhibition Building  Offering 30,000 square metres of pillar less floor space – the largest in the southern hemisphere

13. Melbourne Convention & Exhibition Centre  NEW Melbourne Convention Centre ◦ Opened in 2009 ◦ Part of a $1.4bn development of the new South Wharf precinct - PPP ◦ Complimenting convention and exhibition facilities on one site ◦ Six Green Star rated building ◦ 5,500 seat auditorium / 1,500 seat Grand Banquet room ◦ 32 meeting rooms ◦ Conference hotel: Hilton Hotel ◦ Owner and venue manager: Melbourne Convention & Exhibition Trust

17. Business Events Victoria  Melbourne vs Regional Victoria  Industry Association: Regional Victoria Conference Group established in 1996  Conference Planners Guide, lobbying, cooperative advertising, trade events  Changed trading name to Business Events Victoria in 2009  Current State Government commitment = $1M over 4yrs

18. Economic Impact  Traditionally, economic impact was the primary driver for destinations in attracting conferences.  Up to $550 per delegate per day (direct).  Meetings industry in Australia is valued at approximately $18 billion.  Conference delegates are more likely to return with family or friends.

20. New Focus: Beyond Tourism Impacts  Attract Trade and Investment  Promote host destination and achievements  Stimulate local Innovation  Knowledge sharing and increased performance  Cultural exchange  Supporting the community  Regional development

22. Local & State level 1. Localised collateral: Planners Guides 2. Dedicated BE staff 3. Regional Convention Bureaux 4. FREE support / venue finding services

23. Methods of conference attraction:  Marketing Activities  Buy it?  Create inaugural conferences?  Strategic bidding  Bidding via ambassadors

24.  Focus on delegate boosting  Through the promotion of Green and environmental benefits.  CSR

25. CSR definition: “Corporate social responsibility (CSR) is the actions taken by an organisation to minimise negative social and environmental impacts and leverage core competencies, products or services to create positive social and environmental impacts. To be socially responsible, all organisations need to develop the five core capabilities of social responsibility: stakeholder engagement, social accountability, ethical business behaviour, dialogue and value attuned communication.“ BEA, July 2008

26. Strategic Objective 2010-13  To be the forum where the public sector comes together to learn, debate, share experiences and explore new ideas to build an integrated and high achieving public sector.

27. Priorities 2010-13 (2 of 4)  Strengthen networks and collaboration across and between levels of government.  Raise the reputation of the public sector internally as well as in the wider community.

28. In Summary: For any regional destination to attract your meetings in the future, they will need to overcome negative perceptions of regional conferencing by pitching in alignment of your strategic goals and vision.

29.  Q&A...