CHICAGO — Choosing a location is one of the most important decisions an event organizer must make. From geopolitical developments to offsite experience opportunities to climate change, there are many factors that one must consider.
Christine Flanagan, Chief Operations Officer at Informa Markets, is a seasoned event professional with more than 15 years of leadership experience, which includes roles at Freeman and RX.
Trade Show Executive spoke with Flanagan to get her advice on selecting the perfect location for a business event.
ANDREW: How can an event’s location impact its success?
CHRISTINE: The location of an event can truly make or break its success. A great destination boosts attendee participation, fosters exhibitor satisfaction and creates an unforgettable experience.
Having strong location partners is incredibly important. By working closely with the venue, the convention and visitors bureau (CVB) or the destination marketing organization, you can truly embrace the destination.
Their support can significantly enhance the attendee experience, ensuring everyone has a wonderful time. A well-chosen spot allows greater accessibility, reduces travel costs and ensures everyone feels safe and welcome.
ANDREW: What factors go into choosing an event’s location?
CHRISTINE: When selecting the location for an event, we carefully evaluate several key factors — from identifying regions with a strong concentration of prospective attendees to gathering direct attendee feedback, analyzing market trends and ensuring we can deliver an exceptional customer experience.
Once we’ve gathered those insights, the fun begins! We look for a venue that offers the right balance of exhibit space, meeting rooms and areas for activations and networking — all while making sure there’s a wide selection of nearby hotel options with reasonable rates to keep travel affordable.
Safety is a top priority and we always consider accessibility, with convenient flight options and a quick, easy trip from the airport whenever possible.
ANDREW: In your view, is it more important to consider a location’s attributes, or relevance for your target attendees, when choosing one?
CHRISTINE: A location’s attributes and attendee relevance are both important, but the latter often takes priority. We need to know what our attendees value – whether it’s easy access, safety, sustainability or top-notch amenities. When we align the event with the customer needs and expectations, it drives higher attendance and satisfaction, benefiting both the show organizer and the destination.
ANDREW: Are there Informa events for which you can share how the location was chosen, and how it benefited them?
CHRISTINE: At Informa, we get to work with amazing event locations across the U.S. and internationally. For each event, we choose locations based on attendee accessibility, market demand, net promoter score, venue capabilities and cost efficiency. A strong partnership with the destination, including convention centers, CVBs and local industry leaders, is key to our success.
For example, MAGIC Las Vegas and Coterie New York are held in or near fashion industry capitals, ensuring proximity to key brands, buyers and showrooms. The New York event leverages the city’s status as a global fashion hub, while Las Vegas offers access to the West Coast and the budding fashion industry. By aligning event goals with location strengths, Informa ensures maximum audience engagement, industry impact and financial success.
ANDREW: Have you learned any location-decision lessons the hard way? If so, could you explain your learning experiences?
CHRISTINE: Oh, absolutely! I think that understanding the core need and value proposition for the event helps alleviate the risk of choosing the wrong location.
For example, if we choose a destination without proper airlift for an event attracting visitors from across the U.S. and internationally, we’ve created a difficult customer journey with the likely outcome of creating a regional event rather than a scalable one. Every decision has to be made with the customer experience in mind.
ANDREW: What regions of the world would you say are the most popular for trade shows currently, and why?
CHRISTINE: People love face-to-face events and being in a location with like-minded individuals. We feel honored to be the catalyst that brings them together. If we look at industry data, we see strong performance in the U.S., Germany, Spain, China, France and across the Middle East and Asia. These locations have well-developed infrastructure, are strategically positioned for travelers, have strong economies and offer cultural and tourist attractions.
ANDREW: What advice would you give to a show organizer about the regions you supplied in the previous question?
CHRISTINE: It is important to focus on cities with strong airlift, ample exhibit space and competitive hotel rates. For summits, it is necessary to create an intimate experience with a high level of value and easy transport to the venue. Frequently, we see our attendees prioritize “bleisure” business and leisure activities when planning their event calendars. Attendees may extend their stay to explore a new city or destination. Regardless of the event, it is important to collaborate with local CVBs, who can provide valuable insights and support, helping to create experiences that enhance the draw of your event and the destination.
ANDREW: Are there any locations that you would recommend avoiding?
CHRISTINE: While specific recommendations vary based on the event’s nature, it’s generally advisable to avoid locations with high crime rates, poor accessibility or inadequate infrastructure.
ANDREW: Do you see climate change influencing how locations are chosen for events?
CHRISTINE: Yes, climate change is influencing location decisions for events. Factors like the sustainability practices of venues, and the overall environmental impact of the event, are becoming more critical considerations. Organizers are prioritizing locations that offer resilience against climate-related disruptions and support sustainable event practices.
This shift is particularly important to younger generations. Gen Z and Millennials are known for their strong commitment to sustainability.
Research shows that three-quarters of Gen Z consumers state that sustainability is more important to them than brand names. Similarly, 75% of Millennials are eco-conscious to the point of prioritizing sustainable practices in their purchasing decisions. These generations are driving the demand for more sustainable event practices, influencing organizers to choose locations that align with these values.
ANDREW: Is there any other advice that you would like to provide?
CHRISTINE: Embrace innovation and stay attuned to evolving attendee needs. Ask your attendees questions and they will help guide your destination decisions.
Leveraging data and insights from industry reports can help you make informed decisions and adapt to changing market dynamics. Additionally, fostering strong relationships with local partners and continuously seeking feedback from attendees and exhibitors can drive continuous improvement and success for your events.
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