In today's dynamic business events landscape, GainingEdge’s senior venue consultant, Mark Schloesser, examines how venues can leverage various data types to thrive and succeed
In the age of Big Data, managing convention and exhibition centres has entered a new era.
Efficiency, profitability, and sustainability are no longer just aspirations, but tangible objectives achieved through effective data collection and analysis. Yet, it is surprising how often the pivotal role of data is overlooked in daily operations, even by internationally renowned venues.
Many still fail to adopt smart data management strategies that could improve their ability to operate more effectively. It all starts with knowing what kind of data to focus on.
Event-related data is the lifeblood of any venue. Think about the detailed information needed to ensure every event, whether it is a tradeshow, banquet, or conference, runs smoothly.
Tracking event types, schedules, attendance numbers, and space requirements creates a strong foundation for planning. Catering to special requests, like customised AV setups or specific catering needs, becomes much easier when you have precise records at your fingertips.
And then there is the personal touch, knowing your clients well enough to anticipate their needs. A database that captures their preferences, past interactions, and feedback goes a long way in building trust and ensuring repeat business. Attendees, too, deserve attention. Understanding who they are and how they interact with your venue can make all the difference. Gathering feedback, observing movement patterns, and even analysing demographic details help improve not just the event but, and that gospel is being preached now for quite some time, the entire experience.
On the operational side, the details matter just as much. Knowing how spaces and facilities are used allows for smarter decisions. It is about being proactive, scheduling maintenance during quiet times, ensuring high-demand areas are always ready, and even thinking creatively about under-utilised spaces.
When it comes to staffing and inventory, having accurate data ensures there is never a shortage of what is needed and that teams are deployed where they’re most effective. Vendors play a huge role, too, and keeping detailed records of their contracts and performance ensures consistent quality.
Lately, sustainability has become a critical focus. Monitoring energy use, recycling efforts, waste management, or even better waste avoidance not only helps the environment but also attracts a growing number of clients who care about green practices.
Of course, financial and sales data are just as vital. Knowing precisely where your revenue comes from and what expenses look like allows you to pinpoint what is working and where there’s room to grow. It is fascinating to see how much sales data can reveal – from lead generation to conversion rates, there is so much insight to be gained. Marketing efforts benefit immensely from this, as understanding which campaigns resonate most helps refine strategies. And then there is the competitive edge – keeping an eye on what others in the industry are doing ensures you’re always a step ahead.
Feeling a bit overwhelmed? The good news is that technology is making all of this easier. From CRM and Building Management systems to IoT devices, the tools available today help streamline data collection and turn raw information into actionable insights. When used thoughtfully, these tools can transform operations, making them not just efficient but also more personalised and impactful.
What is clear is that the true value of data lies in how it’s applied. By embracing a data-driven mindset, convention and exhibition centres can adapt to challenges with confidence, deliver exceptional experiences, and set themselves up for long-term success.
It is an exciting time for the industry, and the possibilities are endless for those willing to take the leap.
Mark Schloesser is a senior venue consultant at GainingEdge, bringing 25 years of experience in architecture, real estate management, and business events venue development, consulting, and operations to the role.
Beginning his career in venue management in 1998, Schloesser transitioned into corporate real estate and facility management in 2003, overseeing multiple facilities across the EMEA region. He returned to the business events sector in 2013, leading Deutsche Messe’s International Venue Management & Consulting business.
To date, he has spearheaded numerous international projects, including the Indonesia Convention Exhibition Centre, Guangzhou Tanzhou International Convention Center, Nanjing Airport City Exhibition Center, Xiamen New International Exhibition Center, Jamsil Sports and MICE Complex, and the Yokohama Integrated Resort project.
