Unique and unusual venues must ‘take on more leadership’

The unique and unusual venue market has been highlighted as playing a key role in the UK venue industry according to new research. The report, Unique & Unusual: A Market Overview, is the first market report of its kind and suggests that as the sector continues to grow, so too will its impact on the industry.

Unique and unusual venues, such as guildhalls, zoos, museums, castles and racecourses, are becoming an increasingly popular destination for business conferences and meetings, currently holding around one in five business gatherings a year in the UK. Corporate events accounted for around half of unusual venues’ business between 2013 and 2015, and the venues are now the leading competition of hotels and convention centres for market share.

Produced by Lime Venue Portfolio in partnership with industry research expert Tony Rogers, the report includes contributions from market leaders including Unique Venues of London, Calder and Capita. As market share is expected to grow, so too is its voice within the industry, with the report anticipating unique and unusual venues to begin leading the market space.

“As an established sector of the industry, we have the responsibility to provide more leadership, and a bigger voice in front of creative event professionals looking to do more expansive events,” said Lime Venue Portfolio sales director, Jo Austin. “This is hugely encouraging for us, it shows that we are a big part of the future of the events industry, and a major contributor to its growth and sustainability. It’s now up to us to take on more leadership within the industry.”

As an industry leader within the UK, the report believes it is representative of how Brits do business, reflecting the country’s mix of culture, history and heritage. The Events Industry Board claims that the uniquely British venues create a new way for companies to engage, while remaining relevant in an international market.

“How lucky we are in Britain to have seen the opportunity so early to turn wonderful attractions, stadia and cultural experiences into hosts for our events,” said Events Industry Board Chairman, Nick de Bois. “I’m therefore delighted that this report gives it a little more credit, time and respect and allows us the chance to remind ourselves just how lucky we are to have these venues within our reach.

“For me, the unique and unusual venue market is part of our very strong armoury to help us win these events. Because, for both delegate and planner, they remain a compelling reason to have an event in the UK.”