ASM GLOBAL COMPLETES A SIX-MONTH SURVEY OF NEARLY 20,000 CONVENTION ORGANIZERS, EXHIBITORS, AND ATTENDEES

ASM Global

World’s Most Extensive Portfolio of Convention Venues Announces ‘Future-Now’ Goal to Reimagine Conferences and Events

(LOS ANGELES – July 30, 2024) — ASM Global, the world’s No. 1
development, full-service venue, and live-events company has released
results of an unprecedented U.S. nationwide survey aimed at identifying
millennials and Gen Z preferences to assist in the company’s plans for
redefining conventions, conferences, and events.

ASM Global’s portfolio currently features 98 international convention
centers, 23 million square feet of convention center space, and hosts
more than 90 million guests annually. The company’s proprietary
INSIGHTS customer-experience platform surveyed event organizers,
exhibitors and attendees over the last six months regarding their
experiences during meetings, conferences, and conventions across all ASM
Global-managed convention centers.

The platform captured more than 110,000 data points in a comprehensive
study of the company’s convention center space, the second
unprecedented study released by ASM Global detailing the state of live
events today.

Dan Hoffend, ASM Global executive vice president, convention centers,
said, “All of this amazing research validates the direction we’re
now headed. It’s a journey into the future that we’ve already begun
to bring to life as quickly as possible in venues like Pennsylvania
Convention Center, Huntington Convention Center of Cleveland, and
Colorado Convention Center, which is in the early stages of our
execution planned throughout our portfolio that we’re accelerating in
the next few years.”

Hoffend said that a plan leveraging ASM Global’s unique expertise is
underway to regularly introduce several cutting-edge and
industry-changing initiatives, such as providing more productive and
customer-centric worksites for guests. “Attendees need to continue
their normal work activations while attending events. We are providing
comfortable meeting zones to enable attendees to continue to stay
connected and attend conferences without missing a key moment,” he
said. “All of this while expanding the ASM Global Acts program, under
which venues can successfully execute robust sustainability and social
impact goals.”

INSIGHTS revealed that 42% of meetings, conventions, and conference
attendees were under the age of 40, with 18% of the attendees being under
the age of 25, a six percentage-point increase from the prior year.

Those under 40 are also becoming increasingly more interested in
attending multiple conventions each year, with 60% stating they will
attend two or more in 2024, and the majority regularly attend two to
four per year in the future.

“A significant added priority will be to expand emerging customer
bases for millennials and Gen Z. We want as many of our venues to be the
most high-tech, user-friendly meeting and event spaces in the world,”
Hoffend said. “The growth potential is boundless. ASM Global is the
largest and best event platform on Earth, which enables us to deliver
unparalleled participant-engagement moments for clients in environments
that no other space can deliver. We are combining entertainment areas,
work environments and food zones to complete the experiential aspects of
the advanced convention center experience.”

Some of ASM futuristic plans dubbed “Meta Meetings” encompass hush
hubs, intended to create quiet work environments for attendees to catch
up with the normal workflow. Hoffend said, “We want to enable our
attendees to maximize their time in hubs where they can catch up with
home/office work and then jump back into the event.” The study showed
that many attendees are seeking dedicated spaces to make or join a
conference call and maintain strong connectivity capabilities without
having to leave the building. Interests for evolved options include
state-of-the-art digital networks, cutting-edge digital wayfinding,
wellness programs, video/virtual immersive experiences, relaxation and
productivity lounges, personal meeting spaces, and more.

“It’s going to be unlike anything anyone can imagine except our
think-tank team,” Hoffend said.

ASM Global Chief Marketing Officer Alex Merchán said, “The massive
INSIGHTS research study revealed most importantly that younger
generations are not only influencing the experience at live events like
concerts and sports, but they are now becoming responsible for the quick
reinvention of conventions and meetings, which had been slower to evolve
over the past generation.”

These generations indicated that they are more focused on a holistic
experience with emotional connection, ambiance, convenience and unique
moments, making them more willing to revisit these events in the future.
Gen Z and millennials want more out of conferences and conventions,
pushing for a variety of fun at on-site/off-site events, interactive
elements, high-speed digital connectivity, convenience, elevated food
and beverage offerings, and more.

With the significant number of attendees 40 years and younger, the
importance of digital immersive experiences and a focus on effective
social media leading up to and during events emerged as a key. The
impact by this movement of younger attendees reinforces the need for
events and venues to continue evolving in the future.

The food and beverage offerings at meetings and events are also now
mirroring the diet and lifestyle choices of attendees across the various
age groups. This culinary evolution extends from food quality to a focus
on diversity and sustainability with 44% indicating they want more
variety, whether health-conscious, locally sourced, gluten-free,
dairy-free, vegan or vegetarian, making it an integral part of the
overall experience.

ASM Global’s SAVOR food and beverage division is pivoting into these
findings by dramatically expanding and elevating the varieties of
convention offerings, something SAVOR’s additional research has shown
is a major driver for young attendees of events.

Of young guests polled, 37% wanted health-cognizant options and
overwhelming celebrated expanded offerings with 88% satisfaction scores
when a broader variety was offered. Other examples of food items gaining
traction includes gluten-free pizza and birria tacos, while beverage
options include hard seltzer, hard liquor, ready-to-drink options, and
zero-proof beer.

“Keeping up with evolving palettes and preferences is something we aim
for daily,” said Shaun Beard, SAVOR executive vice president. “Our
R&D team spends countless hours expanding and testing various offerings
and flavor profiles. The data supports the changing expectations by the
next-generation attendee. We’re developing and offering exciting spices
and diverse flavors and ingredients like hot honey and tajin, featuring
items such as hot chicken and vegetarian options like cauliflower
wings.”

The demand for evolving F&B offerings, along with an emphasis on in-venue
experiential opportunities have resulted in the creation of SAVOR’s
Culinary & Hospitality Innovation Institutes, facilitating an
opportunity for ASM Global to redefine the culinary experience, interact
with the consumer and further establish a connection and access to
evolving consumer demands.

The spaces will also establish a space to push the boundaries of R&D,
offer private dining and catering for special groups, serve as
classrooms for career training and development, and expand our
capabilities to serve the local communities for development and
career-path skills.

“The meetings and conventions industry is undergoing a generational
shift where the younger generations are not just participating but
actually changing the landscape, influencing the overall experience at
these events and even the type of content being offered” said
Hoffend. “More and more, we are seeing an increase in meetings and
conventions that are targeting the younger generations through their
topics, such as health tech, nonprofits, technology, young
entrepreneurship, SaaS, travel, commerce, and even political events are
now skewing younger. To continue to attract the biggest,
trendiest and up-and-coming events, we need to make sure we’re
evolving to meet the needs of this audience.”

Hoffend said, “Through INSIGHTS, we’re gaining an understanding of
what attendees want out of their experiences and seeing that all the
little things make the biggest difference. We’re learning what foods
and diets are highest in demand, how much the courteous and attentive staff
really matters, how important safety and security is to our guests, and
more. We are able to hear what our guests are saying and implement, and
as a result, we are seeing higher guest ratings across the board.”

“The tide has turned,” said Merchán. “The younger generations are
a driving force in the events industry, and with a new generation of
influential players and decision-makers, it’s time to reimagine the
industry around these evolving expectations.”

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About ASM Global

Award-winning ASM Global is the world’s No. 1 development and
full-service venue company focused on client-first approaches for
driving significant financial success. The company’s elite network
spans five continents, featuring a portfolio of more than 400 of the
world’s most prestigious arenas, stadiums, convention/exhibition
centers and performing arts venues.

ASM Global translates its unique visionary ownership experience into
innovative project development, planning and execution; content
programming; curated guest-immersive experiences; locally tailored
solutions; and optimized revenue streams for our client’s properties
and surrounding communities. Focused on value creation and economic
growth, ASM Global realizes venue business potential to elevate the
profitability and profile of our clients and partners. We cultivate
strong, inclusive relationships with the communities we work and live in
while championing the welfare and development of our employees and
small-business partners, resulting in a more cohesive, resilient and
vibrant community.

ASM Global’s expertise and commitment extends across existing venue
management, new venue development, and transformative renovation
projects across the most exciting properties in the industry, including
Kai Tak Sports Park (Hong Kong), Caesars Superdome (New Orleans,
Louisiana), The Moscone Center (San Francisco, California), AO Arena
(Manchester, U.K.), The Greek Theatre (Los Angeles, California), Desert
Diamond Arena (Glendale, Arizona) and Fishers Event Center (Fishers,
Indiana).

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