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
Just when it seems like Las Vegas can’t get any bigger, brighter or more exciting for groups, MGM Resorts raises the bar again. The company continues to invest and innovate across its portfolio of Las Vegas resorts, with new attractions and upgraded experiences for attendees of all interests.
Remodeled Guest Rooms
MGM Grand is the largest single hotel in the world with over 5,000 guest rooms and an 850,000-square-foot conference center. It is home to the newly remodeled MGM Grand Studio Tower—700 reimagined guest rooms with a fun mid-century vibe. Nearby, the iconic New York-New York Las Vegas Hotel & Casino recently completed a $63M redesign and remodel of its 1,830 guest rooms and 155 suites.
Down the street, Bellagio Las Vegas is sporting renovated rooms in the Spa Tower with sunrise-inspired decor and luxurious soaking tubs in Premier King rooms after a $110-million transformation.
Reinvented Luxury Experiences
The Luxury Meetings District, made up of Bellagio Las Vegas, ARIA Resort & Casino, Vdara Hotel & Spa, The Cosmopolitan of Las Vegas, Park MGM and NoMad Las Vegas, is now more connected than ever before. A new interior walkway opened this October for a seamless attendee experience – connecting Vdara, Bellagio, and The Cosmopolitan of Las Vegas, guests can now walk from Park MGM to Bellagio in around 15 minutes.
New on the scene in the Luxury Meetings District is Cathedrale at ARIA, TAO Group’s upscale establishment specializing in exquisite French-Mediterranean cuisine offering elevated private dining experiences that opened in May.
Heralded by World’s Best 50 Restaurants, GQ and VOGUE, LPM at The Cosmopolitan of Las Vegas is opening this fall and will deliver its signature spontaneity and imaginative celebration of France’s Mediterranean cuisine, art, and culture to the unique luxury resort in impeccable fashion.
A “New Wave for Mandalay Bay
A new wave of enhancements and experiences has arrived at Mandalay Bay Resort and Casino, including Flanker Kitchen + Sports Bar, an 8,445-square-foot restaurant that opened this June, perfect for pre- and post-game eats and drinks. Event planner’s favorite, Chef Michael Mina’s StripSteak, received a full renovation and now includes one of the largest private dining rooms on The Strip. Retro by Voltaggio debuts a one-year residency with a fun take on pop culture of the 80s and 90s with classic American dishes. An exciting addition planned for 2024 is Swingers, a 40,000-square-foot oasis of street food, miniature golf and art at Mandalay Bay.
Most exciting for meeting planners, the 2.1 million-square-foot Mandalay Bay Convention Center is undergoing a complete refresh, with lightened space, added eye-catching art, and improved technology infrastructure for even more flexible space. Energy-efficient digital signage now leads the way with faster internet speeds and new AV options.
From renovated guest rooms and meeting spaces to celebrated dining options and dedicated teams, MGM Resorts is dedicated to delivering exceptional and innovative meeting experiences.
Add new comment