GES Releases Comprehensive Sponsorship Study Highlighting Unique Ideas
January 23, 2015
For organizers looking to spruce up their sponsorship models, hosting an experts corner, offering tours or having a fitness pavilion on the showfloor are just a few of the unique ideas that were in Global Experience Specialist’s recently released Comprehensive Sponsorship Study.
The study also focused on the following key areas; how organizers and exhibitors can make the most of sponsorships; how organizers can best sell sponsorships; what organizers can do to align their sponsorships with sponsor objectives; and information and insights for exhibitors to evaluate and optimize sponsorships.
The study was conducted with data from the TSNN Top 250 U.S. trade show list, TSNN Top 50 Canadian trade show list and top 50 Healthcare Convention & Exhibitors Association medical meetings.
“A top priority of event organizers today is driving revenue growth and sponsorships are seen as a top area of opportunity, while exhibitors are looking to enhance the value of sponsorships,” said David Saef, executive vice president of GES MarketWorks and Strategy.
He added, “Although sponsorships have been around for a long time, there is no single resource for organizations to understand how to create and sell sponsorships and how to make sure they are fully optimized. The findings from our comprehensive study fill this void and help the industry demonstrate the value of sponsorships.”
The study was broken up into two parts for organizers and exhibitors.
Some other findings in the organizer portion of the study were that 74 percent of those surveyed said they had one or two people on staff who sell sponsorships, and they target specific companies through phone calls and emails.
Organizers also said they are optimistic about sponsorship revenues, with 56 percent indicating they expected that revenue stream to increase during the next three to four years.
On the exhibitor side, 61 percent of the respondents said they have chosen to sponsor to raise the awareness of their brands, while 29 percent said they sponsored because they preferred spending their dollars on something unique.
As far as what was considered unique, a few things in the study that were highlighted included having an ice cream social, flash drive bracelets, charging stations or new product areas and registration confirmation branded messages.
In December, Saef presented a portion of the research findings at the International Association of Exhibitions and Events’, Expo! Expo! in a presentation titled “Sponsorships that Succeed.”
Several people who attended the session found valuable takeaways, such as Mallory Denny, operations coordinator, Emerald Expositions, who said, “It was very refreshing to attend a data-centric seminar which dived into research from other show organizers. I look forward to future presentations on sponsorship trending.”
To learn more about how to form, sell, deliver, and demonstrate the value of sponsorships, download the GES Sponsorship Survey HERE.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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