GainingEdge
Convention & Exhibition Centre Advisory
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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: Christchurch, NEW ZEALAND
Client – Otakaro Ltd, Government of New Zealand
Facility – Te Pae Convention Centre: 28,000 sqm venue comprising a 1,400-seat theatre, 3,300 sqm multipurpose exhibition hall, 1,000 seat ballroom and 24 meeting rooms
Architect – Warren & Mahoney / Woods Bagot
Location – Downtown Christchurch
GainingEdge was engaged for peer design review; furniture, fixtures & equipment (FF&E) advice; support operator selection process including commercial negotiations; interim management support; and owner rep support.
Project Brief: Kuala Lumpur, Malaysia
Client – MRCB (Malaysian listed property developer)
Facility – Putra World Trade Centre: 160,000 sqm venue comprising of 6,000-seat auditorium, 40,000 sqm exhibition, 2,500 banquet seats and 20 meeting rooms
Architect – NRY Architect, Malaysia
Location – 450,000 sqm mixed use masterplan comprising of retail, restaurants, hotels and offices in downtown KL
GainingEdge carried out a comprehensive market feasibility study, developed the Functional & Operational Brief for architects, and undertook peer design reviews during concept, schematic, and detailed drawing stages.
Project Brief: Kuala Lumpur, Malaysia
Client – SMG and Naza TTDI
Facility – MITEC: situated within a 75-acre in-development masterplan, a 140,000 sqm GFA venue with 48,000 sqm net exhibition space across 11 exhibition halls and a multi-purpose hall + meeting and conference rooms
GainingEdge was engaged to develop the business plan for the new venue opening in 2017.
Project Brief: Muscat, OMAN
Client – Oman (Government affiliated development company)
Facility – 3,200 seat auditorium, 22,000 sqm exhibition, 14 meeting rooms, and integrated hotel
Location – A waterfront master plan 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 & exhibition centre, hotel infrastructure recommendations and convention and visitor bureau (CVB) establishment.
Project Brief: Oslo, Norway
Client – Oslofjord Property AS
Facility – Oslofjord Convention Centre: 6,000 seat auditorium with multipurpose banquet & exhibition halls, and 15 meeting rooms
Architect – Populous
Location – A waterfront master plan development comprising of convention centre, sports arena, hotels, apartments and dining
GainingEdge was engaged to develop the Functional & Operational Brief to support architect engagement. Subsequently engaged to support Architect selection, peer design reviews, and commercial advisory.
Project Brief: Pattaya, THAILAND
Client – Thammasat University / Government of Thailand
Facility – International standard & exhibition convention centre
GainingEdge was engaged as a specialist advisor in the advisory team led by Thammasat University for a comprehensive market feasibility study, site analysis and developer procurement advisory for an international standard & exhibition convention centre in the Eastern Economic Corridor (EEC) of Thailand.
Project Brief: Aqaba, JORDAN
Client – 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 2,000 persons, exhibitions and conferences.
Location – A waterfront mixed use development comprising of commercial developments, entertainment, retail, restaurants, and hotels. Approximately 630,000 sqm of mixed development with project value over USD 1 billion.
GainingEdge was engaged for design review, facility management advice, operator selection and contract negotiations.
Project Brief: Colombo, SRI LANKA
Client – CHEC Port City Colombo Ltd
Facility – Colombo Port City Convention Centre
Location – A master plan development of a brand-new waterfront city comprising of luxury residences, hotels, resorts, offices, retail, attractions, parks, and convention & exhibition centre
GainingEdge was engaged to undertake a market feasibility study and development procurement advisory for an international standard convention & exhibition centre.
Project Brief: Penang, MALAYSIA
Client– IJM Perennial (Malaysian & Singapore listed property developers)
Facility – Multi-purpose hall with 2,500 seat auditorium, 7,000 sqm exhibition, 15 meeting rooms, and a ballroom
Architect – DPA Architects, Singapore
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, financial projections and NPV analysis, design reviews and operator selection.
Project Brief: Johor, MALAYSIA
Client – UEM Sunrise (Malaysian listed property developer)
Facility – 1,500 seat auditorium, 6,000 sqm exhibition, 1,700 banquet seats and 16 meeting rooms in Puteri Harbour
Architect – Cox Architecture
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, demand analysis, and financial projections.
Project Brief: Nairobi, KENYA
Client – BOMAS, Government of Kenya
Facility – 2,500 seat auditorium, 10,000 sqm exhibition, 2,500 banquet seats and 20 meeting rooms.
Architect – Cox Architecture
Location – A congress and cultural centre site adjacent to the Nairobi National Park
GainingEdge undertook a full Feasibility Study including including site assessment, environmental & sociological impact study, destination assessment, competitor analysis, demand assessment, funding options, operating advice, design concepts, cost estimate and development programming.
Project Brief: Stavanger, NORWAY
Client – Stavanger Forum
Facility – 30,000 sqm exhibition, 25 meeting rooms, and integrated hotel
Location – Central Stavanger
GainingEdge was initially engaged for facility management advice supported by benchmarking of European convention & exhibition centres. Subsequently engaged for market strategy advice.
Project Brief: Los Cabos, MEXICO
Client – State of Baja California Sur
Facilities – Cabos International Convention Centre – conference centre with convention capacity of 6,000 people
La Paz Convention Centre – conference centre hall with capacity of up to 3,600 people
GainingEdge provided commercial advisory for the new centres post completion and led international operator selection process
Project Brief: Toluca, MEXICO
Client – State of Mexico
Facility – 5,000 seat convention centre with 8,000 sqm exhibition space, and 15 meeting rooms.
Location – Integrated convention centre and hotel adjacent to Toluca International Airport with access to airport retail, restaurants, and parking.
Architect – Cox Architecture & HKS
GainingEdge carried out a comprehensive feasibility study including site assessment, market demand study, financial projections and development funding options.
Project Brief: Bologna, ITALY
Client – Bologna Congress / Bologna Fiere
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 ii) Palazzo della Cultura dei Congressi built in 1973 with 1350 seat plenary and multiple meeting rooms used for congress and performing arts
Location – In the fair district of Bologna
GainingEdge undertook a business performance review, followed by development of business case and preliminary concepts for the refurbishment and expansion of the existing facilities
Project Brief: Limassol, CYPRUS
Client – InterMICE Ltd
Facility – Integrated convention centre and hotel
Location – Central Limassol
GainingEdge was engaged to undertake a market feasibility study, site analysis and commercial advisory for an integrated convention centre, hotel & retail in Cyprus
Project Brief: Phuket, THAILAND
Client – Thammasat University / Government of Thailand
Facility – International standard & exhibition convention centre
GainingEdge was engaged as a specialist advisor in the advisory team led by Thammasat University for a comprehensive market feasibility study, site analysis and developer procurement advisory for an international standard & exhibition convention centre in Phuket.
Project Brief: Canberra, Australia
Client – ACT Government / GMB and Fuksas Architects
Facility – Australia Forum – convention and exhibition centre with 2500 seat auditorium, 7000 sqm exhibition, 1500 seat ballroom, 15 meeting rooms and outdoor terrace and public piazza.
Architect – GMB and Fuksas Architects
Location – Canberra Australia. CBD location within walking distance to hotels and other amenities
GainingEdge was engaged for design input at reference design, concept design and schematic design stages. Collaborated with the lead architect and technical team to provide design input both from market, operational and commercial perspectives.
Project Brief: Townsville, AUSTRALIA
Client – Jupiter’s Casino Pty Ltd.
Location – Townsville Entertainment Centre, Queensland
Architect – Cox Architecture
GainingEdge was engaged to undertake a market study to support the the business case for redevelopment options for the existing Townsville Entertainment and Convention Centre. This included an economic benefits analysis, market demand analysis, site assessment, proposed development options and financial analysis.
Project Brief: Abuja, Nigeria
Client – CBN, Federal Government of Nigeria
Facility –1,500 seat auditorium, 11,000 sqm multi purpose exhibition halls, 25 meeting rooms, and hotel
Architect – Design Group, Nigeria
Location – Master plan development in downtown Abuja comprising convention centre, hotels, retail, and dining.
GainingEdge was engaged for a comprehensive feasibility study, design reviews, pre-opening planning and commercial advice.
Project Brief: Melbourne, AUSTRALIA
Client – Melbourne Racing Club
Location – Sandown Park is a horse racing venue and motor racing circuit in metropolitan Melbourne
Facility – hotel and conference venue in a master plan mixed use development
GainingEdge scope as part of the Sandown Racecourse Master Plan was to support the best use study for the commercial feasibility of a conference facility within the Master plan.
Project Brief: Canberra, AUSTRALIA
Client – Australian National University, Canberra
Location – Adjacent to Australian National University, City Centre, Australia
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 onsite 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: Hobart, Australia
Client – Business Events Tasmania, State Gov. of Tasmania, Hobart City Council, Industry
Location – Macquarie Point, Hobart
GainingEdge undertook a pre-feasibility study for a purpose-built convention and exhibition centre for Hobart as part of a precinct master plan for the Macquarie Point Development. This included destination assessment, site assessment, market demand study, preliminary concept, economic benefits analysis, and funding options.
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 convention and exhibition centre for Geelong as part of a comprehensive cultural precinct master plan.
Project Brief: Genting, Malaysia
Client: Resorts World Genting
GainingEdge prepared a report in 2019 which reviewed RWG’s current capacity and business events sales efforts and made recommendations on how this integrated resort – which is leisure focused – can further develop its MICE business. We included a 3-Year MICE Business Plan and reviewed the venue’s existing MICE collaterals and provided recommendations.
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