1. Analysis of Meeting, Exhibition, and Convention
Venue Readiness: An Application of Patron
Experience Measurement
Dr. Michael Mahoney
California State University, Fresno
PEM in Practice: A Case Study in Meeting, Exhibition, and Convention Venue Readiness
This paper reports on a revisit to the patron experience measurement (PEM) process used to evaluate the venue readiness and attendee experience at a meeting, exhibition, and convention venue setting. The action research study involved collaboration with venue management, on-site event analysis, website review, and communication with venue staff to determine the “attendee experience” according to the provisions of an action research plan. The project involved the researcher and students in the sports and entertainment venue management degree emphasis, and the management of a convention and entertainment center in the fifth largest city in California. The PEM process permitted the researcher and students to gain direct practice with venuescape analysis.
Venuescape Analysis
Select categories of the venuescape included: Parking, Parking Cleanliness, Way finding and Safety; Pre-Event Preparedness; Box Office/Ticket Sales/Will Call, Event Entry/Admissions, Event Security, 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
Lessons Learned
Similar to previous PEM research, the team members (researchers, students, venue professional) concluded that PEM is a relevant 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 benefits were collective:
Students: High-impact learning via industry engagement, peer-to-peer student interaction.
Researcher: Collaboration with industry; high-impact educational practices via faculty-student field experience/interaction.
Industry: Improved PEM findings; meet contractual obligation.
Recommendations
Venue: publish mission statement addressing commitment to services for all persons.
Utilize an independent venue auditor/researcher to conduct “attendee, client, patron and visitor experience”, and “venue readiness” audits and research.
Provide venue staff with patron experience and venue readiness training.
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.
Identifying the Area of Focus
The purpose of the study was to review prior PEMs, work collaboratively on an action-oriented study to investigate professional service delivery in an existing meeting, exhibition, and convention venue setting.
The project assessment is part of a contractual obligation set-forth by “the city” for the private management company to analyze the “attendee experience” annually.
The PEM 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?”
Field notes, photographs, and suggestions were categorized.
For additional information please contact Dr. Michael Mahoney at: