Why Cambridge is the place to be for international events and conferences

UK conferences and events are big business. While putting a figure on the number held each year is tricky, there are certainly an awful lot of them. And while every major city puts substantial resources into telling the world just why it’s the ideal location for every meeting and every industry, our area is definitely holding its own amid all the competition.

Cambridge was recently ranked in the top 100 by the International Congress and Convention Association (ICCA) for the number of international association meetings it hosts. Given that ICCA’s 1000 members span different aspects of international event organisation in 90 countries across the globe and know their onions, it’s quite an accolade.

What makes our area in general such an outstanding place for conferences is the stunning combination of convenience, looks and – of course – people. With the university itself consistently ranked as
one of the top seats of learning in the world, plus the hundreds of thriving industries including biomedical and high-tech start-up companies, as well as established, more traditional companies, the brain power per square metre in Cambridgeshire is simply phenomenal.

“It’s a real technology hotspot because of its proximity to the science and engineering talent that comes out of the university,” says Sally Bain, marketing and communications manager at Allia Future Business Centre. A charitable organisation with impeccable green credentials, from solar power to water recycling, and with a centre in Peterborough as well as here, their ambitious mission is to change the world, in this instance through support for start-ups. In addition to being home to around 70 business tenants including Pavegen, pioneer of sustainable technology that turns footsteps into energy, Allia also makes its meeting spaces available to outside companies, as well as running a host of buzzy, free events that bring like-minded entrepreneurs together.

Allia (right) is a prime example of a changing approach to conference organisation. Companies continue to place a huge value on face-to-face meetings. But as aspects of the way they do business have changed, it’s had a knock-on effect in other areas.

New, young and buzzy firms enjoy being with other similar ventures that share a similar mindset. And while in the old days events were often as big on jollification as they were on business content – standalone showcases that made everyone feel special for an evening – they are now being worked a lot harder.

Companies arrive knowing down to the last detail what they want to get out of their events, confirms Tim Hill, marketing manager at The Møller Centre, a dedicated residential leadership development and conference centre at Churchill College. In particular, they want a return on investment. “They want to see that it has an impact back in the workplace. While they have a good time, they’re focusing on the learning so that when they go back, they feel the benefit – and it translates into their business.”

Even the way the catering is organised has changed. It might sound like a detail but it reflects the need for companies – and delegates – to get the maximum from their events.

While The Maltings in Ely may suggest a way of doing business that harks back to more leisurely times, what with its exposed beams and stunning riverside location, venue manager Rebecca Harper reports that even meal breaks are key times for cementing relationships with existing contacts and building new networks. “The conference itself can be formal but then we have break-out areas where people can relax a bit more and mingle with plates of food,” she says.

These days, the most popular reason for organising an event is education and training, followed by networking and community building, according to Eventbrite, which publishes an annual report on the industry. The Granta Centre, a brand-new conference and events space, is bang on message when it talks about being ‘perfect for learning, networking and creating new ideas’.

“I don’t think I am the first to realise that the key to everything is the people who are involved. At the day’s end the Granta Centre is but a collection of walls with a roof – it’s not until the people are here that an atmosphere is created and the place comes alive,” says Granta Centre manager Andrew Bell. “Our primary desire is to be good hosts, to welcome our guests and to help them achieve what they need, in the simplest way and all for good value.”

And – despite the fact we increasingly live our lives online and have all sorts of communications technology at our disposal – nothing really beats a face-to-face meeting for getting the job done.

“I attended a training course once that informed me that just 7{b486c5a37ab2d325d17e17d701cb2567b1ecd1814e8ceb33effa2a4f1f171d46} of our communication is the actual words: 38{b486c5a37ab2d325d17e17d701cb2567b1ecd1814e8ceb33effa2a4f1f171d46} is down to tone of voice and the remaining 55{b486c5a37ab2d325d17e17d701cb2567b1ecd1814e8ceb33effa2a4f1f171d46} our body language,” says Andrew. “I think that says it all: you just can’t beat being with someone in person to really listen to their message and respond, so they can do the same for you. Email and text is functional, but it’s a skeletal form of communication compared to actually getting together (even if emoticons try to capture a little more tone!).

“Life is about influencing and selling ideas to your boss, your colleagues, your partner, your kids, your dog, your clients, your supply chain,” he continues. “It doesn’t matter who; if you’re only using 7{b486c5a37ab2d325d17e17d701cb2567b1ecd1814e8ceb33effa2a4f1f171d46} of your available communication it’s going to take a little longer. Far better to meet up and use all 100{b486c5a37ab2d325d17e17d701cb2567b1ecd1814e8ceb33effa2a4f1f171d46}.”

Perhaps one of the biggest changes in the industry has been the rise of venues dedicated solely to business, where meeting and mingling is part of the very reason for their existence.

While brilliant for large-scale events, they are also popular with small businesses and the self-employed. In these days of personalised service, some experts and consultants will travel to their customers, book a room for a day or two in one area and then move on to another location.

Regus, which has a fairly amazing 3000 workspaces round the world and 400 in the UK – including three in our area – offers complete flexibility. It’s one of the ‘new style’ ways of organising events that stems from a different way of working. If firms have headquarters, they may not be the vast flagship models they used to be, while in many lean, mean organisations, growing numbers of staff can be home based.

Because staff still need to meet regularly, a temporary, fully equipped and serviced meeting space can be the answer. Spaces can be booked by the hour or day, allowing business ventures to move between locations – not so much a home from home but an office from office. “People just need to turn up – we have everything you need, from Wi-Fi to coffee and break-out areas,” says Regus CEO Richard Morris. Visitors are welcomed and shown in by the Regus team. “It means you don’t have to concentrate on anything except your own business.”

With so much choice, how do you decide which venue is right for you? Looks will undoubtedly play a factor but in our area beauty comes in many forms. For some, it’s all about tradition. For others, the knockout looks of cutting-edge modernity are what it’s all about. It’s hard to trump the Wellcome Genome Campus Conference Centre’s stunning architecture (left) which contrasts with its setting – deep in the countryside about 12 miles from the city centre. Its flexible meeting rooms and accommodation (now even easier to explore online with a brand-new website) are aimed primarily – but not exclusively – at the scientific community, biomedical firms in particular. While it’s big on technology – its auditorium has everything you could want in the way of audiovisual capabilities, no detail has been overlooked. Even the decor in the 136 en-suite bedrooms has been designed with rest firmly in mind – an essential, presumably, after delegates have attended a mind-expanding conference. “The wallpaper features plants – and colours – associated with peaceful sleeping qualities,” says Emily Boldy, marketing and communications officer.

Old or new, conferences in our area are booming, say organisers. And one thing’s for sure. Whether what you’re after is a knock-’em-dead major conference or a smaller-scale (but equally inspirational) meeting, our area is positively bursting with choice. From impressive to intimate, historic to high tech, conventional to cutting edge, there’s guaranteed to be a venue that’s right for you.

Allia Future Business Centre

From its vibrant, colourful design to its support for new start-ups, the Allia Future Business Centre in Cambridge is a meetings venue with a difference. Holding up to 70 delegates, with meeting rooms that can be booked for as little as an hour, an on-site café and car parking, the Centre also hosts popular, free business-related events covering everything from accounting to PR. Run by a charity that helps people and organisations that want to start or grow an enterprise that has a positive impact on people, plants or places, holding an event here could be the start of a beautiful, socially responsible relationship.

futurebusinesscentre.co.uk

Wellcome Genome Campus Conference Centre

Offering an extensive choice of meeting rooms, accommodation and catering in a wonderful setting within a 100-acre landscaped parkland, the Wellcome Genome Campus Conference Centre offers a rural escape for discussion and collaboration. Facilities are on a grand scale, from the 300-seat auditorium and 1600m² of exhibition and break-out spaces, to 136 comfortable, en-suite bedrooms. From its attractive website to the newly-established comprehensive events management service, this is a premium venue.

www.wellcomegenomecampus.org/conferencecentre

Regus

A one-stop shop on a grand scale, Regus offers meeting spaces in 3000 locations around the world and has three venues in Cambridgeshire alone. Hire one of their serviced office spaces, choose the location and time and Regus staff will do the rest, welcoming visitors, organising refreshments and generally ensuring that every meeting is a glitch-free experience.

City dwellers can head for centrally located East Road, with meeting rooms for between two and 12 people, while Vision Park and Cambourne are on the outskirts of the city and close to excellent transport links. The Cambourne Centre, an impressive, modern and light-filled space just nine miles out of the city centre, offers both a meeting venue (for 10-50 people), and office space which is available to hire both long and short term.

www.regus.co.uk

The Granta Centre

Modern, spacious and illuminated by lots of natural daylight, the Granta Centre has a lot going for it, not least its spectacular location to the south of our city, overlooking the cricket pitch of Granta Park, easily reached from London and the east and with plenty of free parking. A brand new, purpose-built conference and events centre, it offers flexible meeting rooms and break-out areas, plus catering that ranges from breakfast to fine dining.

Best of all, there’s the reassurance of a dedicated events manager who is on hand to ensure that every event organised here is a hassle-free experience. “The real magic of the Granta Centre takes place behind the scenes,” says centre manager Andrew Bell. “The mantra ‘keep it simple’ was at the forefront of our designers’ minds when the AV and catering facilities were installed, and it remains in ours now, shaping the way we go about our business. Everything just works: the AV doesn’t take centre stage in your conference – your presentation does. You don’t notice the projector, the screen and the controls – it’s all just there, integrated into the room. Likewise the anytime breakout room means you’re never tied to times. People tend to ask us questions based on their previous experiences at other venues, and we love saying in response: “Don’t worry, it’s included!”

www.grantacentre.co.uk

The Maltings

Within easy reach of London, Peterborough and the Midlands, The Maltings in Ely combines brilliant connections with an historic riverside setting that appeals to a range of companies, including major national organisations. A former brewery, it has a distinctive appeal all of its own, with five flexible meeting spaces that range from intimate to grand. The single biggest area, the Elysian Hall is notable for its stunning vaulted ceilings and capable of accommodating around 240 delegates. While every mod con is provided, from technological gizmos to versatile catering, there are break-out areas where guests can mingle, adding to a friendly – as well as highly professional – feel that makes The Maltings ‘a nice place to be,’ says the venue.

www.themaltingsely.org.uk

THE MALTINGS

Conferencing special part 1

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