It used to be simple. You attended a show at a convention center, and there was the exhibit floor, perhaps a stage for speakers, and maybe a dedicated area for seminars. And that was it. Today? How about a morning yoga session led from a solar-powered stage, food trucks dispensing gluten-free treats, and a rousing jazz-funk concert? These features were part of this spring's Natural Products Expo West, a leading trade show in the natural, organic, and healthy products industry, which attracted more than 65,000 industry professionals to the Anaheim Convention Center in Anaheim, California.
"We used the convention center's Grand Plaza as our living room during the show," says Adam Andersen, group show director, Natural Products Expos, based in Boulder, CO. "It's where our people gather to take a break from the trade show environment but stay together as a community."
Andersen's isn't the only event that is taking a new approach to using convention facilities. Today's conventions are social and stimulating and, in turn, the centers in which they are held are becoming more resourceful and flexible. Every area within a convention facility is beginning to be viewed as a potential learning space that can encourage connection and community. Furnishings need to be able to quickly transform into multiple environments, from a lecture to a social venue.
"Thirty years ago, most of what people needed to know to do their jobs was learned in the classroom through a lecture," notes meeting architect Adrian Segar, founder of Conferences That Work, based in Marlboro, VT, and author of Conferences That Work: Creating Events That People Love. "Only about 10 percent of what you need to do your job today is learned in this manner. The other 90 percent is learned from one's peers or is self-taught. We must mirror what has happened in the workplace in the meetings we hold."
Convention centers are adapting to allow this new way of learning, along with many other evolving methods of conducting business. Here are seven attributes of today's cutting-edge convention facilities, and how they are helping to change the attendee experience.
1. Making Flexibility a Priority
Flexibility is key in successful convention centers. Segar abhors fixed seating of any kind, calling it a liability. "The best kind of space is open space with flexible seating, ideally on casters," he says. "It's space where you can have people move about and have many different room sets." Bucking the design trend of wall-less space, the walls in a convention center are great tools, says Segar. For a participant-driven meeting to be successful, attendees must be able to create new ideas based on conversations -- and one of the best places to illustrate their creations is on blank walls that can be written on, or walls that, at the very least, can have large sheets of paper attached to them.
In today's innovative convention centers, hallways are much more than just passageways from one room to another. They are areas where attendees are encouraged to interact. "Successful companies like Apple spend a lot of time designing their facilities, as they want to maximize interaction," explains Segar. "That research can be transferred to convention centers with good results."
Kim DePalma, director of conference operations for the Digital Dealer Conference & Exposition, configured the space at this year's conference at the Atlantic City Convention Center so the attendees had to walk through the exhibit floor to get to the hall for the keynote address by bestselling author Seth Godin. "We did that to give exhibitors the opportunity to interact with attendees on their way to the keynote and then sit together during it," says DePalma.
Geoff Donaghy, president of the International Association of Convention Centres (AIPC), which represents a network of over 170 leading convention centers in 54 countries, stresses the importance of flexibility. "Events today are constantly evolving in terms of formats, technology, and delegate expectations, and centers need to be able to respond to this, often within the constraints of a fixed set of spaces," he says.
The Vancouver Convention Centre reports that, increasingly, its foyers have become meeting rooms. "Hallways are being activated beyond just registration areas and cocktail receptions, and this pushes us to be much more flexible and imaginative when working with meeting organizers to execute their events," says Claire Smith, vice president, sales and marketing, Vancouver Convention Centre.
The 2014 TED Conference, which was held at the Vancouver Convention Centre this past March, is a prime example. "They pushed us to see our building in a different light and to use our space in different ways -- ways that further fostered connection between delegates while taking advantage of our waterfront setting," explains Smith.
2. Centers Are an Extension of the Destination
To be relevant in the 21st century, convention centers must capture the spirit of the destination, according to Strategic Advisory Group, a firm that is assisting Visit Denver with a 25-year downtown strategic plan related to the long-term needs and feasibility of Denver's meeting, exhibition, event, and trade show facilities.
"We heard from some meeting planners that when they are in the Colorado Convention Center they feel like they are in a big space in a big building that could be anywhere," says Daniel Fenton, principal of the Northern California Office of Strategic Advisory Group. "We recommended that the center create spaces where it's possible to see the Rockies. It should take advantage of its environment."
The words that planners most frequently associated with Denver were Rocky Mountains, clean air, and health. These attributes should be incorporated into the convention center, says Fenton.
"The study encouraged us to creatively diversify our facilities in order to remain competitive," says Executive Director of Denver Arts & Venues Kent Rice. "Without changes, the study suggests we could run the risk of losing business to other cities that are staying relevant and modifying and expanding their convention and event facilities."
The report also recommended an addition of a 35,000- to 50,000-square-foot ballroom and 25,000 to 35,000 square feet of meeting space that could be used as specialty space and provide a unique Rocky Mountain experience. One initiative that has gained traction is a rooftop ballroom with outdoor decks and views of the Rockies. According to Rice, meetings are currently under way with the original designers of the convention center to make this a reality.
Rice might benefit from a trip to the Atlantic City Convention Center to see how it has brought the destination into the facility. The center incorporates and reflects the destination's seaside location, from its wave-inspired carpeting and granite flooring to the atrium's Rock Bar. A 90-foot-high sky-lit atrium features five suspended flying fish. Twenty-seven cast-stone sculptures are inset into the atrium walls and represent local sea life including starfish, crabs, and seahorses.
Getting a celebrity like Godin into the Atlantic City Convention Center was also hassle free, reports DePalma, as his car was able to pull right up to the entrance.
3. Art and Creativity Move Front and Center
Part of the movement to make convention centers more destination-oriented has been a trend toward public art displays as part of their design. Nashville's Music City Center opened last May with 1.2 million square feet of meeting and exhibition space and a collection of art that captures the energy of the city. During the master planning process, the convention center authority budgeted $2 million for the art and worked with an art committee, consisting of art professionals and Nashville citizens, to select the pieces. The majority of the artists represented in the Music City Center's collection are local, and many of their pieces were inspired by the beauty and vibrancy of downtown Nashville.
"The size of the building defined the need for some large-scale commissioned artwork," explains Rich Boyd, Music City Center's senior art consultant.
Music City isn't the only convention center that is a repository for great art. The Colorado Convention Center, already known for innovative public art that includes the 40-foot-high Blue Bear statue peeking into the building, just added eight new pieces to its permanent collection.
The pieces, created by established and emerging local artists, were able to make use of the vast space in the convention center to create dramatic and engaging works. A 95-by-95-foot mural by Mindy Bray, titled "The Heavy is the Root of the Light," covers an entire wall behind a two-story escalator. The painting is based on photographs of the Platte River at nearby Confluence Park, the site where gold was first discovered leading to the founding of Denver in 1858.
"Convention centers today must provide practical, green, efficient, and easy-to-use space, but art and atmosphere are just as important to create surroundings that are conducive to learning and to conducting business," says John Adams, general manager of the Colorado Convention Center.
The new art adds to downtown Denver's growing reputation as an art center. "Denver has a very progressive public art program, so as people walk from our 8,500 downtown hotel rooms to the convention center, they will encounter many other public artworks. There are also five art museums within walking distance of the center, so it's wonderful to keep this feeling of being surrounded by art as you come into the building," says Richard Scharf, president & CEO of Visit Denver. "The first thing you see coming into the convention center is the Blue Bear and now, as you walk through the 2-million-square-foot building, you will continue to encounter art everywhere you go."
4. Public Areas for Public Discourse
Planners say they want help making their events more interactive, says Fenton. "It was predictably prevelant that people are looking for areas to network. When we really probed, we find this encompasses much more than just couches and tables," he adds. Recommendations in the strategic advisory group's study included specialty food and beverage areas where attendees can mingle informally or even engage in organized activities such as climbing walls designed to get them to work together. Pod seating and round tables allow groups of attendees to gather. Comfy sofas and chairs were also suggested.
One convention center that is taking that last suggestion to heart is the David L. Lawrence Convention Center (DLCC) in Pittsburgh. Recently, the center bought 50 large exercise balls and had them branded with its G1 (greenfirst) logo. "Instead of sitting around a conference table in chairs we are going to offer these balls to create a different environment," says Tim Muldoon, general manager at the DLCC.
The Long Beach Convention and Entertainment Center in Long Beach, CA recently unveiled a $40-million renovation. It has designed seating and lounging areas that are social-media friendly, with conversation pods that encourage networking opportunities and promote a sense of community between attendees. It features an attractive, modern style for décor and lighting, combined with free Wi-Fi and plug-in connectivity for digital business and social media interaction.
Virginia's Myrtle Beach Convention Center is also meeting the needs of its customers and recently upgraded and purchased new furnishings where small groups of attendees and exhibitors can gather for informal networking.
5. Convention Centers Must be Healthy and Stimulating
Not only does the environment in a convention center need to be stimulating, it needs to be healthful as well. Lighting, air temperature, and air quality must be optimal.
Pittsburgh's DLCC was the first "green" convention center in the world and was awarded the Gold (new building) and Platinum (existing building) LEED certifications by the U.S. Green Building Council. This 1.5-million-square-foot facility features 313,400 square feet of exhibit space, 53 meeting rooms, and a 31,600-square-foot ballroom.
Walls of windows, expansive terraces, and balconies open to riverviews and cityscapes. Inside, acres of column-free space are filled with sunlight. "People don't want to meet in a box anymore. They want an inviting atmosphere that promotes learning. All our natural light is more inspiring than meeting in a space where you don't know if it's 8 a.m. or 8 p.m.," says Muldoon.
DePalma of the Digital Dealer Conference was also impressed by the use of light at the Atlantic City Convention Center -- particularly the 90-foot-high sky-lit atrium in the public area. "When you walk into the convention center it's so light and bright. It just creates an atmosphere that is conducive to collaboration. Everyone, from the secretaries and the janitors to the catering staff and management, was professional and wildly responsive," says DePalma.
The SMG-managed Greater Columbus Convention Center (GCCC) in Ohio is taking a variety of steps to become more flexible and modern, primarily by listening to clients and asking for their input as it prepares for a full-scale facility renovation. Part of the facility opened in 1993 and appears dated in comparison to the $40-million renovation in 2010, which transformed the former Battelle Hall into the 74,000-square-foot Battelle Grand -- the largest multipurpose ballroom in the state.
6. Conference Centers Anchor Neighborhood Development
Today, convenience is king, which means convention centers with a headquarters hotel have an advantage. To that end, construction has officially commenced on a new convention center hotel in downtown Cleveland.
Upon completion in 2016, the new hotel will link to both the Cleveland Convention Center and the Global Center for Health Innovation using subterranean walkways. Along with 600 guest rooms, it will have approximately 55,000 square feet of meeting space, a restaurant, a lobby bar, an indoor pool, and a fitness center.
Restaurants, bars, and other attractions are also vital. There was a time that convention-goers complained that the Jacob K. Javits Convention Center in Manhattan was in the middle of nowhere. Today, that is changing.
"While some state officials were ready to hit the panic button and build a new convention center in Queens, patience has clearly paid off and visions of a revitalized neighborhood around the convention center is becoming a reality," says Karen Shackman of New York City destination management company, Shackman Associates. "Trendy hotels, dining venues, and residential builders have taken notice. The far west side of midtown Manhattan is booming, and that includes an important expansion of subway from Times Square to 11th Avenue."
The Javits Center has undergone a comprehensive, state-of-the-art renovation that has transformed the facility.
Brookfield Office Properties is in the process of creating a tract of land at Manhattan West, a five-acre development on Ninth Avenue in an area frequently referred to as the "Far West Side," near the Javits Center. The $4.5-billion project is a mix of commerce, lifestyle, recreation, and transportation, and will include two iconic office skyscrapers, residential accommodations, a two-acre landscaped public plaza, a five-star boutique hotel, retail space, and rooftop gardens.
7. Rising Demand for Altruistic Activities
The Armory on the Hudson, located in Upper Manhattan, an iconic building in the world of track and field, is also a popular venue for meetings and conventions. A 250,000-square-foot facility with a 65,000-square-foot indoor arena, The Armory is a great space for all different types of large events. It offers interesting spaces including a Hall of Fame Museum, and an intimate, 70-seat, fully equipped theater.
Many conventions include an altruistic element, a desire of many Millennials, and The Armory is a popular spot for build-a-bike programs. Sam Hunter, owner of On Target Teams, a corporate teambuilding company, has facilitated "Bikes for Kids" events for JPMorgan, Citigroup, and Bank of America.
A facility like The Armory has the space necessary for such programs. More than 500 Bank of America employees recently participated in a "Bikes for Kids" event. "I need 240 square feet per team of six," says Hunter. "The Armory has that."
The most touching part of the day was when the kids who will receive the bikes ran onto the track and surprised the participants. "We have the kids downstairs where we fit them for helmets and give them locks. They then run upstairs to get their new bikes," says Hunter. "The Armory is great for this reveal."
5. Convention Centers Must be Healthy and Stimulating
Not only does the environment in a convention center need to be stimulating, it needs to be healthful as well. Lighting, air temperature, and air quality must be optimal.
Pittsburgh's DLCC was the first "green" convention center in the world and was awarded the Gold (new building) and Platinum (existing building) LEED certifications by the U.S. Green Building Council. This 1.5-million-square-foot facility features 313,400 square feet of exhibit space, 53 meeting rooms, and a 31,600-square-foot ballroom.
Walls of windows, expansive terraces, and balconies open to riverviews and cityscapes. Inside, acres of column-free space are filled with sunlight. "People don't want to meet in a box anymore. They want an inviting atmosphere that promotes learning. All our natural light is more inspiring than meeting in a space where you don't know if it's 8 a.m. or 8 p.m.," says Muldoon.
DePalma of the Digital Dealer Conference was also impressed by the use of light at the Atlantic City Convention Center -- particularly the 90-foot-high sky-lit atrium in the public area. "When you walk into the convention center it's so light and bright. It just creates an atmosphere that is conducive to collaboration. Everyone, from the secretaries and the janitors to the catering staff and management, was professional and wildly responsive," says DePalma.
The SMG-managed Greater Columbus Convention Center (GCCC) in Ohio is taking a variety of steps to become more flexible and modern, primarily by listening to clients and asking for their input as it prepares for a full-scale facility renovation. Part of the facility opened in 1993 and appears dated in comparison to the $40-million renovation in 2010, which transformed the former Battelle Hall into the 74,000-square-foot Battelle Grand -- the largest multipurpose ballroom in the state.
6. Conference Centers Anchor Neighborhood Development
Today, convenience is king, which means convention centers with a headquarters hotel have an advantage. To that end, construction has officially commenced on a new convention center hotel in downtown Cleveland.
Upon completion in 2016, the new hotel will link to both the Cleveland Convention Center and the Global Center for Health Innovation using subterranean walkways. Along with 600 guest rooms, it will have approximately 55,000 square feet of meeting space, a restaurant, a lobby bar, an indoor pool, and a fitness center.
Restaurants, bars, and other attractions are also vital. There was a time that convention-goers complained that the Jacob K. Javits Convention Center in Manhattan was in the middle of nowhere. Today, that is changing.
"While some state officials were ready to hit the panic button and build a new convention center in Queens, patience has clearly paid off and visions of a revitalized neighborhood around the convention center is becoming a reality," says Karen Shackman of New York City destination management company, Shackman Associates. "Trendy hotels, dining venues, and residential builders have taken notice. The far west side of midtown Manhattan is booming, and that includes an important expansion of subway from Times Square to 11th Avenue."
The Javits Center has undergone a comprehensive, state-of-the-art renovation that has transformed the facility.
Brookfield Office Properties is in the process of creating a tract of land at Manhattan West, a five-acre development on Ninth Avenue in an area frequently referred to as the "Far West Side," near the Javits Center. The $4.5-billion project is a mix of commerce, lifestyle, recreation, and transportation, and will include two iconic office skyscrapers, residential accommodations, a two-acre landscaped public plaza, a five-star boutique hotel, retail space, and rooftop gardens.
7. Rising Demand for Altruistic Activities
The Armory on the Hudson, located in Upper Manhattan, an iconic building in the world of track and field, is also a popular venue for meetings and conventions. A 250,000-square-foot facility with a 65,000-square-foot indoor arena, The Armory is a great space for all different types of large events. It offers interesting spaces including a Hall of Fame Museum, and an intimate, 70-seat, fully equipped theater.
Many conventions include an altruistic element, a desire of many Millennials, and The Armory is a popular spot for build-a-bike programs. Sam Hunter, owner of On Target Teams, a corporate teambuilding company, has facilitated "Bikes for Kids" events for JPMorgan, Citigroup, and Bank of America.
A facility like The Armory has the space necessary for such programs. More than 500 Bank of America employees recently participated in a "Bikes for Kids" event. "I need 240 square feet per team of six," says Hunter. "The Armory has that."
The most touching part of the day was when the kids who will receive the bikes ran onto the track and surprised the participants. "We have the kids downstairs where we fit them for helmets and give them locks. They then run upstairs to get their new bikes," says Hunter. "The Armory is great for this reveal."