NORTH AMERICA EDINBURGH INTERNATIONAL CONFERENCE CENTRE
Drumming up business in the States
With another visit to IMEX in Las Vegas and a new partnership, the EICC is aiming to gain yet more business from North America
BY WILLIAM PEAKIN M
arshall Dallas is reflecting on another successful event, held the previous evening at the Edinburgh
International Conference Centre (EICC); dinner with a menu by Michelin-starred chef Tom Kitchin (scallops, loin of venison and yo- ghurt pannacotta). “Amazing,” said Dallas, the EICC’s chief executive. It was actually a bit of a pat on the back for some of those who help to make the city such an attracting events destination to the outside world; around 150 members of Con- vention Edinburgh’s Ambassador Programme, now in its 20th year. Te EICC is set to attract a record
number of events and delegates in 2016, creating an economic impact of around £51.5m for the city compared with £45.8m last year. It will have staged more than 180 events, compared with 134 in 2015, welcoming more than 90,000 delegates, compared with 71,000 last year. It has been buoyed by an increase in the number of inter- national association conferences during the year, a greater diversity of events and the venue’s busiest ever Festival period. “We’re on course for another
really strong year and I couldn’t be happier with the focus of the team and its ability to keep delivering amazing results,” said Dallas. “Un-
derscoring the numbers is the posi- tive feedback we receive from UK and international clients indicating that we are rapidly moving up the order when it comes to the most highly-rated conference venues across the world.”
THE EICC’S sales team has been gearing up to capitalise on a pres- ence at IMEX America in October, as part of Visit Scotland’s stand. It will be the EICC’s fourth time at the show in Las Vegas, attendance at which can generate sales leads worth millions for the city. And events from the US have formed a significant part - around £9m - of the economic impact that the EICC has generated for the city in the last 12 months, with three alone attract- ing 4,125 delegates. International association business
now amounts to more than half of association revenue at the EICC, with Edinburgh rated as the num- ber one UK conference destination outside London. It is set to redouble its efforts in the lucrative North American market with a partner- ship that aims to drive growth and bring even more international busi- ness to the EICC. Te exclusive deal with Sarah
Fleming Associates (SFA) is focused on lead generation and follows a number of recent high profile US delegation trips to Edinburgh and the EICC team preparing for IMEX America. “Te development and expansion work completed in 2013 delivered world-class facilities that are now starting to pay real divi- dends,” said Dallas. “Te EICC is now viewed as a
venue to match any other, not only in the UK but worldwide. While we already have a significant amount of association and corporate business coming in from the US, market
28 | EVENTSBASE | AUTUMN 2016
“THE EICC IS NOW VIEWED AS A VENUE TO MATCH ANY OTHER, NOT ONLY IN THE UK BUT WORLDWIDE”
Marshall Dallas
research indicates that we can at- tract even more,” said Dallas. Te partnership means not only that it is covering the North American market as effectively as possible, but also that the EICC team can develop other countries and markets.
BUILDING ON ITS success in the as- sociation market, the EICC has been
focusing on increasing the number and variety of events in traditionally quieter periods; for example, ‘An Experience with Arnold Schwar- zenegger’ in January and the recent Comic Con and Insomnia Gaming Scotland events. It is also hosting two major
international events focussed on accessibility; the Autism European International Congress for 1,600 delegates and the Rehabilitation International Congress for 1,000 delegates. Te EICC team has un- dergone awareness training, been audited by the National Autistic Society and has included a guide for visitors with autism in its recently relaunched website. And Hollywood glitz returns later
this year with Leonardo DiCaprio following in George Clooney’s footsteps to speak at the Scottish Business Awards dinner, attended by more than 2,000 guests.
Marshall Dallas has been building his team, diversifying events and targeting new business
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