Imagining the Convention Center of the Future with Robert Svedberg of tvsdesign

February 22, 2022

Rob Svedberg understands what it takes to design a convention center able to meet the evolving needs of the global events industry. As a principal at leading architectural design firm tvsdesign, where he has worked for almost three decades, the Atlanta-based architect’s projects have included the expansion of New York’s Javits Center, Mumbai’s Jio World Centre and the Puerto Rico Convention Center, as well as the expansion and transformation of Nashville’s Music City Center and the Las Vegas Convention Center, including its new West Hall.  

An in-demand industry speaker known for his expertise on the emerging trends in the global meeting industry and the design of large mixed-use destinations, Svedberg’s work has won more than 30 national, regional and local design awards and appeared in multiple publications. 

TSNN had the unique pleasure of sitting down with Svedberg to hear his thoughts about the latest trends in convention center design, how the guest experience is the main driver behind many remodel and expansion projects, and why sustainability will play a dominant role in the future of the live events industry and its venues.

A fair amount of U.S. convention centers have been planning, executing and completing remodel and expansion projects recently. Has your firm experienced a surge in demand, and if so, what do you believe is behind this push?

UFI data shows that the supply of exhibition space only increased 2.1% from 2011 to 2018. Call this the hangover from the great recession. Since 2018, the investment in new space has been concentrated in a very few destinationsLas Vegas, New York and Seattle alone pencil in around $5 billion and account for the vast majority of dollars spent since 2018. Interestingly, of these three projects, only Las Vegas is weighted toward exhibition space. New York and Seattle are more focused on flexible event space. 

Most of the current interest in remodeling or expansions are focused on guest experience, amenities, meeting rooms, ballrooms, terraces and flexible spaces. Pre-pandemic CEIR data backs this up, with growth in event attendance and revenues up and flat net square footage.

I think the major factor behind this trend is destination consolidation. Major blue-chip destinations are growing and becoming more desirable for events. The rest of the market is having to adapt to compete on guest experience and redefine their expectations and place in the market. If you talk to some event planners, getting the right dates is a much greater issue than having the right space.  

What are the biggest design trends in convention center projects right now and why?

There are a couple of ways to look at convention center design trends.  

There are technologies, spaces, features, services and amenities that your competitors have that you don’t have. To be competitive, no matter what trends are coming next, you must catch up with those things to stay relevant. For the past decade or more, those trends have consistently been technology, more meeting room space, more and bigger ballrooms, flexible space, grade separated outdoor event spaces and a hospitality feel to the public spaces. While many facilities have completed or begun this upgrade cycle, there are still many that haven’t. While these things don’t represent anything “new,” they still represent a trend on what customers want and what venues must provide. 

The other way to look at trends is about what’s next. What spaces, features, services and amenities will give you a long-term competitive advantage? This is the world of innovation where answers get a bit more theoretical. TVS is helping clients think through date compression problems with innovations in truck marshalling and space contiguity. If events can load in and out more efficiently, you can grow your open dates without increasing your sellable space. We’re helping clients think through issues related to congestionboth too much and not enough. We’re also helping clients think through sustainability with a greater focus on carbon accounting and resiliency. 

I think one of the most important future trends is going to relate to premium spaces, services and experiences. Folks have been talking about the experience economy for a long time, but I think this misses the point. Experiences can be good or bad. What is it that intrinsically makes someone leave the loving embrace of their own home and venture out to a live event in a faraway place? It’s for a premium experience, to do, see, taste and feel something that not everyone can. It’s also feeling special. It’s what makes live events irreplaceable.

What kinds of features/enhancements are most popular and why?

Big ballrooms, flexible pre-function space, outdoor roof terraces, grab-and-go F&B, intimate seating areas and big screens are all very popular right now. These things can all be traced back to changing customer preferencewhy people come to events now. The show floor is still important, but the education and social side of events are what’s driving attendance. Deals get done on the show floor, on the terrace, at a reception, during a lull in the entertainment, at banquets and over coffee. To have successful events, you have to facilitate getting the deal done.

Is sustainability playing a significant role in these trends and why?

I don’t think there’s a single issue that will impact the future of the live event business like sustainability will. The reality of carbon math is inescapable. Think of everything we’ve done in the past as sustainability 1.0. LEED, wellness and energy efficiency are what we currently talk about, and they have their role to play. As we understand the science more holistically, however, a new metric is being widely accepted as a better measure of our impactthe math around carbon. Think of it as sustainability 2.0. Either as a government requirement or a private sector requirement, events and buildings are going to have to justify their existence in this carbon accounting.  

How do you see convention centers evolving going forward, and what will the venue of the future look like?

The venue of the future will be shaped by what the event of the future looks like, and I’m very excited about it. The emphasis on the guest experience will mean that the areas around the venues will be livelier and more attractive. A focus on premium experiences means we will have new and exciting types of flexible event space unique to each destination. Awareness of the carbon cycle will mean we will have more efficient buildings, more roof farms and event terraces. Changing events will demand more addressable surfaces and new F&B options. 


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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