Event Co-location: The Wave of the Future?

It's happening in just over a week in Las Vegas. At the Venetian and Palazzo hotels, event and meeting planning industry organizations will be coming together to create, in effect, a huge mega-event:

  • Imex America - October 11 - 13, 2011
  • PCMA's International Summit, October 13 - 14, 2011
  • SITE's International Conference, October 13 - 15, 2011
  • MPI's MeetDifferent Day - October 10, 2011
  • MPI Power Keynotes, October 11 - 13, 2011
  • ICCA Association Expert Seminar - October 9 - 11, 2011

Benefits of Co-Location

At a time when many organizations are placing an emphasis on stretching the meeting budget, with co-location, participants save on airfare and time. Instead of traveling to 5 cities, one return ticket to Las Vegas gives access to a number of meetings and conferences.

Co-location is an opportunity for associations to stretch their marketing budgets, maximize promotional efforts and reach a larger audience. It opens the door for cross-promotion. For example, at the IMEX America Website, visitors can access a combined schedule, information about all of the co-located Las Vegas events and registration links for each event.

I don't have the inside scoop on how the room blocks were negotiated. I have been involved in arranging enough association meetings and corporate events to see the potential. With enough advance planning, organizations can pool their efforts, create a huge block and negotiate highly favorable rates for accommodation and meeting venues.

Co-location has arrived. It's only a matter of time before the corporate sector realizes the benefits for this meeting model. For example, companies and suppliers could co-locate employee or customer events.

Is co-location the wave of the future? I think it is.

What are some other benefits of co-location? Is there a downside?

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