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Destination report
activity. Camia says the principality hosts 500 events throughout the year, not including sports events – which, led by motor racing and tennis, bring the total to around 700. Lionel Pedemay, UK corporate sales manager for the Fairmont Monte Carlo, agrees that the country’s image presents challenges. “The perception is that Monaco is all about luxury and is very expensive, when, in reality, it’s a perfect business destination, and less expensive than key business cities such as Paris or London.” The Fairmont hotel is one of the
country’s major business hotels, and its largest – its 600-plus rooms are sizeable chunk of the principality’s total of around 2,500. The vast modern complex with its angular cruise-liner
Pedemay says: “Monaco is not only
a country, but a venue – a walking- distance country means huge saving on transportation.” Camia at the convention bureau echoes this, saying that having 2,500 rooms within walking distance of the Forum, which boasts an ISO 14001:2004 environmental management certification, makes the country attractive for organisations wanting to stage ‘green’ events. The Forum’s eco-technology includes an air- conditioning system powered by cold seawater pumped from deep below the complex. It features 35,000 sqm of events space including two exhibition spaces totalling 10,000 sqm and three auditoria with state-of-the-art staging and audio-visual facilities.
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KEY VENUES
Hotel Columbus
“Monaco can be better value than many European capitals, especially in winter months”
architecture is a contrast to the ornate art nouveau façades of the more historic hotels around town. It was opened in 1975 by Princess Grace (as the Loews Hotel Monte Carlo), and has become a landmark property. It has the best seats in the house for viewing the famous hairpin bend on the Grand Prix circuit – including from its beautiful rooftop pool deck. The hotel was acquired by Fairmont in 2005, and has since undergone a lengthy e45 million refurbishment. It has a range of MICE areas for up to 900 delegates, but is also often hosting guests attending events at the country’s main convention centre, the Grimaldi Forum, a short walk away. In fact, the Forum is a short walk from pretty much everywhere in Monaco given its size – and this is one of the destination’s big selling points.
Camia says the UK is the country’s third-largest source market for MICE (after France and Monaco itself) with a 14 per cent share, while pharma/ medical is the leading sector with a 19 per cent share, followed by new technology and finance/insurance. So what is Monaco doing to attract MICE organisers? According Camia, the Monaco Convention Bureau can respond to a request for proposal within 24 hours, offering “coordination, support and expertise” to conference organisers. “Monaco is a one-stop-shop destination, with official government support and a single coordinator to streamline communications during an event,” she says. An added raft of incentives, called Monaco Meetings Offer, come into play when an organiser books a large-scale event
HOTEL COLUMBUS Excellent three-star, 180-room hotel with a funky design and subtle Grand Prix theme that reflects its original launch by David Coulthard and popularity with F1 teams. The meetings floor was refurbished in 2012.
HOTEL METROPOLE MONTE CARLO Landmark luxury property – see review, page 118.
HOTEL HERMITAGE Part of the SBM group, which also owns the iconic Hôtel de Paris on Casino Square (currently under refurbishment). The Hermitage is all old-school Monte Carlo glitz, complete with a Michelin-starred restaurant and dazzling art nouveau events spaces.
MONTE CARLO BAY Also part of the SBM group, the Monte Carlo Bay is a modern four-star property with ten meeting spaces (for up to 340 theatre-style) including some glamorous boardrooms with stunning sea views.
Future developments in Monaco include a mooted €1 billion project to reclaim six hectares of land from the Mediterranean. This land is expected to house residences, shops, offices and a marina, but there are few firm details currently.
Grimaldi Forum
with certain criteria, such as minimum room nights and occupancy of the Grimaldi Forum. These include a 35 per cent discount on airport transfers, free accommodation and transfers for site inspection, special rates on hotels, a dedicated project manager, airside welcome desks and more. Another boost to Monaco’s events’ industry is the active involvement of the royal family in promoting it as a business destination, with Prince Albert acting as patron to some of the high-profile events at the Forum. ■
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