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Manchester chooses benchmarking partner to provide accurate event data

Marketing Manchester is to start using benchmarking platform Venue Performance as its official method of measuring meetings and events data in the area.

It has never been more important for the events industry to demonstrate clear, auditable data as this is the only way the sector’s true economic value can be demonstrated to the UK Government.

Read: Minister stresses importance of data for events industry

Venue Performance now work with Marketing Manchester’s Manchester Convention Bureau and the London Convention Bureau.

Stephanie Newton, head of business tourism at Marketing Manchester, said: “There is a growing desire for the UK's convention bureaux to be working together to help our industry's cause across the UK and into government, and Venue Performance is the perfect platform to help us with that growth and, crucially, government reporting."

Newton added she was “impressed” with the platform’s capabilities and “fresh approach” to data sharing and insight. She added: “We are looking forward to working with Peter [Heath], and his team to help our members measure and manage their growth and development as Manchester comes out of the last 18 months of lockdowns.”

 Peter Heath, founder of Venue Performance, added: “Manchester has been on our radar for a while now, with its vibrant and growing events scene, and we're delighted to help the city and broader region grow using our unique and ground-breaking benchmarking platform.

“We'll work closely with the business tourism team at Marketing Manchester, its members, and wider stakeholders to provide insight and analysis as to the growth and diversity of the region. We're really excited to be taking the benchmarking outside of London and extending our reach into the wider UK market.” 

Image: Getty