A sense of place
Why venues need to look to their brands

Location, location, location isn’t everything for venues that seek to maximise their revenue potential – what matters more is a relevant and meaningful brand. And with
many UK venues gearing up for the 2012 Olympics, smart branding takes on a whole new importance.

The most sought-after venues aren’t just an address – they’re a name, and all that goes with it: meanings, associations, values and personality.In other words, they’re brands in their own right. And while location and facilities remain an important factor, venues are embracing the possibilities of savvy brand positioning to attract wider audiences and increase revenue streams.

The potential gains are high: the UK corporate hospitality market alone rose to £1.1 billion in 2007, a growth rate of 25% since 2003. And despite the credit crunch, it’s projected to keep on rising. The Olympics are of course a prime factor: London venues in particular are upgradingtheir facilities – and their image– in time for 2012. Those that don’t
risk missing out on the bonanza.

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