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London venues urged to sign up to data platform

Conference News has entered a strategic partnership with data platform Venue Performance with the aim of collecting more accurate and up-to-date data about the events industry.

At the outset, the drive to collect data will focus only on London, with events venues across the capital encouraged to use Venue Performance’s benchmarking platform. The data supplied from venues will paint a more accurate picture of the state of the industry in the capital, which would see results shared with national media, government departments, and trade associations.

Any venue capable of hosting conferences, meetings or other such business events are advised to sign-up. 

Martin Fullard, editor, Conference News, said that collating accurate, recent data for the events industry is the “single most important thing” the industry can do. He said: “As an industry, we don’t have much up-to-date, reliable data. We need to be able to look at places like London and get an idea of what happened last month, how many events were booked, and how does a venue compare to its competitive set. That data is vital.

“I speak with the associations and various trade bodies on a regular basis and they are always being asked for data to hand over to the Department for Culture, Media and Sport (DCMS). It’s remarkable that we don’t have instant data ‘on tap’. We need this data and we need it urgently, and I think using Venue Performance’s benchmarking platform is one of the single most important things we can do right now.”

Peter Heath, MD at Venue Performance added that he has made access to the platform free of charge until the end of 2020, such is the importance of the data. “I’m delighted an organisation like Mash Media, through its title Conference News, has endorsed our benchmarking platform.

“We have made our platform available to all venues free of charge until the end of the year and this data and insight will prove invaluable not only to the venues but also to the industry as whole and I’m delighted to be able to help. We have some exciting projects planned but our main objective is to get as many venues inputting their data as soon as possible so we have tangible data to present to the DCMS.”

Venue Performance has over 17 different reports that help management, company boards and financial investors understand what is happening in their properties, their competitive set and the wider market. This data set is unique and will prove vital for these challenging conversations going forward.

Venue Performance’s 24/7 online dashboard can run reports at the click of a mouse and will prove invaluable for decision-making in the coming weeks and months.

To join the venue benchmarking platform, click here.