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MEETINGS & Events


BY TOM NEWCOMBE


“Buyers are now, more often than not, looking for unique experiences”


COME 110 BBT MARCH/APRIL 2015


exhibitions (MICE) events, as London is increasingly offering distinctive, interest- ing venues that will make a refreshing change from the usual hotel ‘pillar-free’ ballroom or the standard conference space. Moya Maxwell is chairman of listings website Unique Venues. She believes the trend for spaces with “the all-important ‘wow’ factor” will increase this year and beyond. “2015 has only just begun, but I have already noticed some nuanced trends starting to reveal themselves,” says Maxwell. “One is the increasing demand from corporate clients for experiential, bespoke live events. Buyers are now, more often than not, looking for unique experiences, and are willing to pay extra if they feel they are getting stand out, added-value for their money.” In the incentives and team-building


TOGETHER


ESCAPE THE BLAND BOARDROOM AT ONE OF LONDON’S MANY UNUSUAL MICE VENUES


HEAD TO LONDON’S AFFLUENT ST JOHN’S WOOD and you will find Abbey Road Studios, the famous recording home of The Beatles. The venue (and the equally famous zebra crossing) have stood almost unchanged for around half a century – if you ignore the scrawls of graffiti, adorning the outside walls, from millions of fans across the world.


It’s still a working studio for many


top recording artistes but the glamour and money of A-list musicians is mixed with the shirts and ties of the corporate world as the venue offers event spaces and incentive days for employees. Abbey Road is not the only facility hiring out spaces to the corporate sector for meetings, incentives, conferences and


sector, Claire Okrafo-Smart, global account director at event management firm Zibrant Live, believes employers are starting to move away from cash bonuses and instead exploring travel incentives. “The shift in approach has a psychological factor to it, as organisations have found that cash rewards are treated in conjunc- tion with salary and spent on day-to-day expenditure and bills,” says Okrafo-Smart. “A travel incentive gives staff the opportu- nity to experience something they might otherwise not be able to do.” However, Okrafo-Smart says the content needs to be kept relevant to the employee and should be viewed as a way of training staff as well as reward- ing them. “Incentive providers need to invest greater resources in understanding their clients, developing a comprehensive package to deliver a unique experience,” she says. Here, Buying Business Travel takes a look at a selection of London venues for memorable events, starting with the Fab Four’s studios of choice... 


Above left: The Beatles at Abbey Road Studios BUYINGBUSINESSTRAVEL.COM


Photo: © Norman Parkinson/Sygma/Corbis


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