Client Case Study
BCSC Case Study
The visit of the British Council of Shopping Centres (BCSC) was a highlight of the BT Convention Centre’s opening year. Nearly 3,000 delegates arrived in Liverpool for the event, injecting an estimated £1.5 million into the local economy.
The BCSC conference was also one of the biggest events to be hosted at the BT Convention Centre and celebrated 25 years of BCSC, marking an important milestone in the organisation’s history.
The client’s requirements were very specific – the conference aimed to celebrate the contribution of the retail property industry to the local economies and communities in the UK. The BCSC wanted a conference location where the retail industry had contributed positively to a city’s regeneration programme – organisers specified a series of study tours of Liverpool city centre as part of the conference, alongside influential key speakers.
Liverpool’s status as European Capital of Culture 2008 was a key factor for organisers, along with the opening of the £1 billion Liverpool One retail development, which is on course to propel the city's retail offering into the top five in the UK by 2010. A major centre for retail, leisure and lifestyle, Liverpool is rapidly earning a reputation as an exciting and vibrant destination.
Challenges
The BCSC Conference and Showcase included a conference, break out session and a retail showcase. The space provided had to accommodate 3,000 delegates as well as an exhibition – 7000m² of space in total. The challenge was to provide maximum capacity for the event using available space in the venue – the morning after MTV had held the European Music Awards at ACC Liverpool.
BCSC challenged our creative delivery on a scale not experienced previously. The BT Convention Centre had opened just six months previously and this event was a major showcase for not only ACC Liverpool and BCSC, but the wider city and national retail industry. The image of the conference, the venue and the city was in the spotlight.
Solutions
The client was looking for an inspiring location with a venue big enough to accommodate their requirements. Liverpool’s status as European Capital of Culture 2008 was an added benefit to the facilities at ACC Liverpool and offered the organisers a world-class venue in an attractive, cultural location. ACC Liverpool’s flexible facilities also meant we were able to combine use of the Echo Arena and Multi-Purpose Hall alongside the BT Convention Centre.
This was not a typical, conventional conference - the showcase included a detailed social event programme from a ‘Party in the Park’ to a tea party and other fringe events. Our practical solution was to promote the leisure, retail and property offering in the city to develop a stimulating and inspiring event programme that showcased the rich cultural history of a city undergoing a major transformation with an ambitious regeneration programme.
Execution
Delegates arrived for registration at 4pm on Monday 10th November, with a welcome party in the showcase area beginning at 5.30pm. The entrance to the BT Convention Centre was dressed with paper bag lanterns, with recorded bird noises playing externally as delegates entered the venue. The effect was visually stunning and complemented the entrance to the venue.
The second day of the conference, Tuesday 11th November, opened at 9am with a focus morning where speakers including Tesco boss (and Liverpool lad) Sir Terry Leahy, George Davis and Lord Heseltine addressed the delegates. Later, the 25th anniversary drinks and celebrations got underway with an appearance from Liverpool’s Claire Sweeney.
The final day of the conference concluded with an award ceremony for best stand with breakout sessions held throughout the day.
ACC Liverpool worked with Liverpool City Council and the Liverpool Convention Bureau to make sure the city was appropriately dressed with welcome messages and that Tourist Bureau staff were on hand at key gateways to the city to provide help and assistance. The BT Convention Centre’s support to the organisers extended beyond the physical conference to ensure a joint-working approach across the city.
Feedback
The event was a great success for the BT Convention Centre, the city and the client. So much so that BCSC decided immediately to hold its Shopping Centre Management Conference at the venue in March 2009. The venue appealed to the client for the team’s ability to manage and deliver a high profile conference as well as accommodating larger events in a purpose-built space. Feedback was overwhelmingly positive and they are currently looking at future dates for their Conference and Showcase event with us.
Michael Green, Chief Executive of BCSC, said: ‘In difficult times it was good to see the industry as up beat and buoyant as ever. The City of Liverpool has made us very welcome and if the opportunity arises we would not hesitate in bringing it back again.
‘The quality of speakers and their messages, together with the business generated within our showcase has made Conference 2008 a real success.’
BCSC President, Martyn Chase said: ‘This year is a very special one for BCSC – our 25th anniversary – celebrating the contribution of the retail property industry to the local economies and communities we serve, and there is nowhere better to demonstrate this than Liverpool.’