GainingEdge
Convention & Exhibition Centre Advisory
Click HERE for our services
We have consulted on both new and expansion projects for facilities in Australasia, Africa, Asia, Middle East and North America. This experience and our global network in the convention industry allow us to provide invaluable support to developers.
The GainingEdge team brings unique experience in this specialised industry. Leveraging our expertise in destination strategy, our development advisory team offers an integrated scope of services in convention centre development – ranging from conceptualisation, site assessment, feasibility studies to design reviews and pre-opening planning.
Our market and operational consultants collaborate to bring both client and operator perspectives to every engagement. This includes insights that target markets to inform building configuration and specifications; operational considerations; and overall market strategy.
The ultimate success of a convention & exhibition centre is contingent on the capability of the management team operating the facility. There are multiple operating models available. We advise on the most suitable model with due regard to location, target market, and overall facility mission, seeking to balance ownership control and expertise in facility management.
Download brochure: Convention Centre & Exhibition Consulting
Our Services
Market Demand Analysis
We offer developers our strong knowledge in project development support. We have consulted on both new and expansion projects for facilities in Australia, Malaysia, Mexico, Nigeria, Oman and London. This experience and our global network in the convention industry allows us to work with developers to determine current and anticipated demand levels for the proposed expansion of the new centre.
Our market and operational consultants collaborate to bring both client and operator perspectives to every engagement. This includes insights that target markets and users that would potentially use the facility; building configuration and specifications to respond to market needs; operational considerations; and overall market demand analysis.
Upon request we undertake primary research seeking insights from international industry stakeholders, meeting planners, and professional conference organisers (PCOs) and combine these with existing market data on target markets to develop a clear market view.
Market Overview & Destination Assessment
Feasibility Study
Convention & exhibition centres are developed because of the social and economic benefits these projects can generate in terms of fiscal impacts as well as trade and intellectual engagement. These benefits include professional development, trade and research links, exports, foreign direct investment and strengthening knowledge and creative economies as well as the direct impacts of increased spending, employment and tax revenues. We can assist stakeholders in determining the benefits generated by operations of the proposed centre on direct spending by various users plus indirect benefits and more notional impacts such as branding and tourism. Included is a benefits analysis and business case in relation to the anticipated impacts of the centre. We provide preliminary financial projections for the convention & exhibition centre. For these projections, we specifically consider:- Occupancy and related revenue from local, regional and international meetings, conventions and events to develop an annual business mix / calendar of events;
- Pricing levels based on local market, and comparable markets;
- Operating expenses including labor, facility management, repairs & maintenance, sales & marketing, utilities & overheads, etc.
Site Assessment
Design Reviews
Venue Management & Operational Advice
The ultimate success of a convention & exhibition centre, once built, is contingent on the expertise and capability of the management team operating the facility. There are multiple operating models available including i) owner operated management, ii) outsourced management to specialist convention & exhibition centre operators, iii) outsourced management to integrated hotel operators. Our advice includes advantages and disadvantages of each model, and our recommendation of the most suitable model for the proposed convention & exhibition centre with due regard to location, target market, and overall facility mission. The recommended model would seek to balance ownership control and expertise in facility management. We also provide support in the tender, evaluation and negotiation process for the appointment of a suitable convention & exhibition centre operator. We have strong relationships with leading facility operators and management companies and augment our consulting team with operational specialists for all aspects of the project including market, management, operations, financial, design and structural issues and pre-opening services.Pre-opening planning support
Project Brief: MITEC, Kuala Lumpur, MALAYSIA
Client – SMG and Naza TTDI
Facility – 48,000 sqm exhibition facility
GainingEdge was engaged by SMG venue management company to undertake a market feasibility study and development of business plans for the new Malaysia International Trade and Exhibition Centre located in Kuala Lumpur.
Status – Opened in 2017.
Project Brief: Canberra, Australia
Client – Australian National University, Canberra
Location – Adjacent to Australian National University, City Centre, Canberra
GainingEdge was engaged to undertake a market feasibility and assessment study for the development of a convention centre. The purpose was to determine the viability of a potential facility, with or without on site accommodation, located in the ANU Exchange Precinct.
Project Brief: Geelong, AUSTRALIA
Client – Major Projects Victoria, Victoria State Government
Location – Geelong Cultural Precinct, Geelong, Victoria
GainingEdge was engaged to undertake a market feasibility study for the development of a purpose built convention and exhibition centre for Geelong as part of a comprehensive cultural precinct master plan. The project is now at design stage.
Project Brief: Launceston, AUSTRALIA
Client – Chamber of Commerce, Launceston, Australia
Location – Historical City. CBD location within walking distance to hotels and other amenities
GainingEdge carried out a pre-feasibility study to determine the viability of a new purpose built convention centre versus conversion or expansion of Albert Hall, with a 1000 seat plenary. This included destination assessment, site assessment, market demand study, sensitivity analysis of viable options for development of a new centre.
The study recommended against a new purpose built facility but encouraged conversion of an existing facility with increased capacity.
Project Brief: Hobart, AUSTRALIA
Client – Business Events Tasmania, State Gov. of Tasmania, Hobart City Council, Industry
Location – Macquarie Point, Hobart
GainingEdge was engaged to undertake a pre-feasibility study on the business case for a purpose built convention and exhibition centre for Hobart as part of a civic precinct master plan for the Macquarie Point Development. This includes destination assessment, site assessment, market demand study, proposed facility scope, economic benefits analysis, funding options and preliminary concept development.
Project Brief: Townsville, AUSTRALIA
Client – Jupiter’s Casino Pty Ltd.
Location – Townsville Entertainment Centre, Queensland
GainingEdge was first engaged to undertake a study on the business case and redevelopment options for the existing Townsville Entertainment and Convention Centre. This included an economic benefits analysis, market demand analysis, facility assessment, proposed development options and financial analysis.
Subsequently engaged for a second phase for the assessment of sites for a new purpose built facility by the Townsville Enterprise.
Project Brief: Canberra, AUSTRALIA
Client – ACT Government / GMB and Fuksas Architects
Facility – Australia Forum is a purpose built convention and exhibition centre with 2500 seat auditorium, 7000 sqm exhibition, 1500 seat ballroom, 15 meeting rooms and piazza.
Location – Canberra Australia. CBD location within walking distance to hotels
GainingEdge was engaged to provide design input to enhance the functional and operational aspects of the the award winning design by Italian architects Fuksas and Australia’s GMB Architects following a design competition. Collaboration with the lead architect to provide design input both from market and operational perspectives
Project Brief: La Paz, MEXICO
Client – State of Baja California Sur, Mexico
Facilities – Located on a hill with an incredible ocean vista the La Paz Convention Centre has a 3,000 m2 multi purpose hall with capacity of up to 3,600 people with banquet and meeting rooms. It was completed in 2014.
GainingEdge was engaged to advice the State on the optimum management model and undertake an international operator selection process and commercial negotiations.
Project Brief: Los Cabos, MEXICO
Client – State of Baja California Sur, Mexico
Facilities – Cabos International Convention Centre – 5,400 m2 multi-purpose hall with capacity of up to 6,500 people, and several meeting rooms. Developed by Mexico Government to host the G20 meeting in 2012.
GainingEdge was engaged to advice the State on the optimum management model and undertake an international operator selection process and commercial negotiations.
Project Brief: Abuja, NIGERIA
Developer – CBN, Federal Government of Nigeria
Facility –1500 seat auditorium, 11000 sqm exhibition, 6000 banquet seats, 25 meeting rooms, and hotel
Location – In central Abuja, a capital city developed as a master plan city two decades ago. The development comprises a convention centre, two hotels, retail, and restaurants.
GainingEdge is currently undertaking a comprehensive feasibility study, design reviews, and overall development advice. This includes destination assessment, market demand study, operating management advice, and pre-opening planning.
Status – Construction works have commenced.
Project Brief: Nairobi, KENYA
Developer – BOMAS of Kenya, (Government of Kenya)
Facility – 2500 seat auditorium, 10000 sqm exhibition, 2500 banquet seats and 20 meeting rooms.
Location – A cultural centre site adjacent to the Nairobi National Park with Big Five animals.
GainingEdge is undertaking aFeasibility Study & Design Concept Development for Convention & Exhibition Centre and Hotels in Nairobi – comprehensive study including site assessment, environmental & sociological impact study, destination assessment, competitor analysis, demand assessment, funding options, facility management advice, design concepts, cost estimation and development programming.
Status – The project is at design stage
Project Brief: Saraya Aqaba, JORDAN
Developer – Saraya Aqaba Development Corporation
Facility – Al Multaqa Conference Center comprises a gross floor area of 25,000 sqm and includes multi purpose halls and meeting rooms. Suitable for banquets of 2000 persons, exhibitions and conferences.
Location – A waterfront mixed use development comprising of commercial developments, entertainment, retail, restaurants, and hotels. Approximately 634,000 sqm of mixed development with project value over USD 1 billion.
GainingEdge was engaged for design review support, facility management advice, operator selection and contract negotiations.
Status – The centre opened in 2016.
Project Brief: Muscat, OMAN
Developer – Omran, private company established by the Government of Oman
Facility – 3200 seat auditorium, 22,000 sqm exhibition, 14 meeting rooms, and integrated hotel
Location – A waterfront large mixed use development comprising of commercial developments, entertainment, retail, restaurants, and hotels.
GainingEdge was involved in a broad study comprising a comprehensive feasibility study for the convention centre, hotel infrastructure recommendations and convention and visitor bureau (CVB) establishment.
Status – The centre is under construction and due to open in 2016.
Project Brief: Puteri Harbour, MALAYSIA
Developer – UEM Sunrise, private company developer with Malaysian Government shareholding
Facility – 1500 seat auditorium, 6500 sqm exhibition, 1700 banquet seats and 16 meeting rooms.
Location – A waterfront master plan mixed use development comprising of commercial developments, entertainment, retail, restaurants, hotels and luxury residences.
GainingEdge carried out a comprehensive feasibility study including destination assessment, site assessment, market demand study, sensitivity analysis of viable options for development of a new centre, financial projections and NPV analysis.
Project Brief: Penang, MALAYSIA
Client– IJM Perennial
Facility – Multi-purpose hall with 2500 seat auditorium, 7500 sqm exhibition, 15 meeting rooms, and a ballroom.
Location – USD 1b waterfront master plan mixed use development comprising of commercial developments, entertainment, retail, restaurants, hotels and luxury residences.
GainingEdge carried out a comprehensive feasibility study including destination assessment, site assessment, market demand study, financial projections and NPV analysis, and design review.
Status – The project is at detailed design stage.
Project Brief: Putra World Trade Centre, Kuala Lumpur, MALAYSIA
Developer – MRCB, government linked private developer
Facility – 6,000 seat auditorium, 40,000 sqm exhibition, 2500 banquet seats and 20 meeting rooms.
Location – A master plan mixed use development comprising of retail, restaurants, hotels and offices in downtown.
GainingEdge carried out a comprehensive feasibility study including destination assessment, site assessment, market demand study, financial projections and NPV analysis. This is followed by development of Operational & Functional Brief for architects, and Design Review during concept, schematic, and detailed drawing stages.
Project Brief: Oslofjord Convention Centre, Norway
Developer – Oslofjord Property AS
Facility – 7000 seat auditorium with multipurpose banquet & exhibition halls, and 10-15 meeting rooms.
Location – A waterfront master plan development comprising of accommodation, sports facilities and a conference centre in Oslo (Brunstad) Norway
GainingEdge was engaged to undertake a high level review of operating performance, review a third party market study and develop the Functional & Operational Brief to support architect engagement. Subsequently engaged to undertake Architect selection and manage Reference Design.
Project Brief: Muscat, Oman
Developer – Omran, private company established by the Government of Oman
Facility – 3200 seat auditorium, 22000 sqm exhibition, 14 meeting rooms, and integrated hotel
Location – A waterfront large mixed use development comprising of commercial developments, entertainment, retail, restaurants, and hotels.
GainingEdge was involved in a broad study comprising a comprehensive feasibility study for the convention centre, hotel infrastructure recommendations and convention and visitor bureau (CVB) establishment.
Status – The centre is under construction, and due to open in 2016.
Project Brief: Canberra, Australia
Client – Australian National University, Canberra
Location – Adjacent to Australian National University, City Centre, Canberra
GainingEdge was engaged to undertake a market feasibility and assessment study for the development of a convention centre. The purpose was to determine the viability of a potential facility, with or without on site accommodation, located in the ANU Exchange Precinct. The proposed facility was to be managed by or on behalf of the Australian National University, Canberra.
Project Brief: Bologna, Italy
Client – Bologna Congress, convention centre management company
Facility – Congress complex comprises of 2 buildings – i) Sala Maggiore, formerly Bologna Modern Art Gallery capacity 1,000 for conventions or 2,500 SQM for exhibitions or banquets ii) Palazzo della Cultura dei Congressi built in 1973 with 1350 seat plenary and multiple meeting rooms used for congress and performing arts.
Location – Bologna is a medieval city famous for its historical landmarks. The centre is located in the fair district, close to the city centre.
GainingEdge carried our a performance review of existing facilities and the development of a Business Plan, and a study to determine the market potential and viability of the refurbishment and expansion of the existing facilities with recommendations on space configuration and design concepts.
Project Brief: Toluca, Mexico
Developer – State of Mexico
Facility – 7000 seat convention hall, 8000 sqm exhibition, 5000 banquet seats and 15 meeting rooms.
Location – Adjacent to Toluca International Airport with access to airport retail, restaurants, and parking. Master plan includes a convention centre hotel.
GainingEdge carried out a comprehensive feasibility study including destination assessment, site assessment, market demand study, financial projections including sensitivity analysis of viable options for development of a new centre.
Our Experts
Rod Kamleshwaran - COO & Partner
Rod leads GainingEdge’s Convention & Exhibition Centre advisory team. His areas of expertise include development and asset management of Hotels and Venues. His advisory experience includes feasibility studies, operational reviews, design reviews and operator selection and contract negotiations.
Having advised on projects across all continents Rod brings a broad global perspective. This includes Australia, New Zealand, Japan, Singapore, Thailand, Malaysia, Hong Kong, Italy, Norway, Cyprus, Georgia, Kenya, Nigeria, South Africa, Jordan, Israel and Mexico.
Rod was previously at InterContinental Hotels Group (IHG) as a regional CFO. As asset manager for owned/leased hotels and venues he was involved from development stage to opening. He started his consulting career at PwC where he held senior roles and was involved in numerous feasibility studies. Rod has an MBA and a Bachelor of Commerce, and is a Chartered Accountant.
Email Rod KamleshwaranRod Kamleshwaran
COO & Partner
Australia
Gary Grimmer - Executive Chairman
Gary has over 30 years’ experience in the convention industry. In 2004 he founded GainingEdge, a global consulting company that offers advisory services in relation to destinations, convention bureaus and convention and exhibition centres. It also provides convention and incentive sales representation services in all of the world’s key markets. The company’s services are end-to-end, with specialist expertise and global networks that cover both the supply and demand sides of the market. GainingEdge also manages the BestCities Global Alliance which is comprised of 12 of the world’s leading destinations. Gary has consulted at the local and national level on over 100 projects in all parts of the world.
Previously Gary was the CEO of Convention and Visitor Bureaus in Melbourne (Australia), Albuquerque (New Mexico, USA) and Portland (Oregon, USA.) He also served as Vice President for the Boston (Massachusetts, USA) bureau. His convention centre consulting experience includes market feasibility, demand analysis, facility scoping, design review, site review and operational consultation for convention centre developments. He also served on the London International Convention Centre Commission.
Gary was one of the lead consultants on Destination Next, a global study for Destinations International (DI) which defined the future of destination marketing. He is a former Chairman of the Board of DI and was one of the first six inductees into the inaugural Dl Hall of Fame in 2014. He also received the Asia Pacific IMEX Academy Award in 2007.
Email Gary GrimmerGary Grimmer
Executive Chairman
Australia
Mike Williams - Senior Partner & Consultant
Mike is a destination and convention and visitor bureau specialist with 30 years’ experience in the tourism and business events industry. Since joining Gaining Edge in 2007 he has been a lead consultant on destination and convention bureau development for clients in Australia, Africa, China, Japan, Macao, Malaysia, Qatar, Rwanda, South Africa, South Korea, Thailand, United Kingdom & USA. Mike was the lead consultant for establishment and capability strengthening for the Malaysia Convention and Exhibition Bureau. This project included the collaboration with a university and research company to undertake an economic impact study and exhibition industry opportunity study. Mike was also deeply involved in bureau development programmes in Japan, Macao and Thailand. He has also been providing consultancy support for convention centre developments around the globe, including a number within the Asia Pacific region. In addition, Mike oversees GainingEdge's in-market sales representation.
Mike served as General Manager Sales & Marketing for the Melbourne Convention & Visitors Bureau. During his tenure, he was involved in the National Business Events economic impact study and Melbourne Delegate Expenditure survey in collaboration with a university and research company. He also worked in senior marketing roles with Tourism Australia helping establish their presence in the Asia market and overseeing travel trade development in the United Kingdom and Ireland. Mike was instrumental in the development of AIME, the largest MICE tradeshow in the Asia Pacific and the world’s first BestCities Global Alliance which includes Singapore as a partner. Mike is also a past Victorian State Chair and National President of Meetings and Events of Australia (MEA).
Email Mike WilliamsMike Williams
Senior Partner & Consultant
Australia