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Opportunities Also Exist To Hold Conferences At Locations Like Epsom Downs, ...

Opportunities also exist to hold conferences at locations like Epsom Downs, Newbury, Sandown Par and Hampden Park. (Prestige Experience, 2006) In Edinburgh a twenty strong group of establishments has come together under the umbrella of Unique Venues of Edinburgh to market some of the city's most stunning event venues, with each offering a "wow" factor and where the service is sold as being at a world-class level. (Stanton, 2005)
The blurb describes UVE's offering as an "elite group of breathtaking and extraordinary venues, which collectively reflect the vibrancy and character of Edinburgh and the Lothians". Which is hard to argue with when the portfolio includes venues such as Dundas Castle, the Royal Yacht Britannia and the Signet Library. (Stanton, 2005)
d. Expectations of Delegates and Challenges faced by the Staff working in Unusual Venues
Owners of unusual venues are now able to realise (a) the potential of their establishments for holding conferences, and (b) the significant economic and strategic advantages possible from entering and consolidating their positions in this segment. This however is a complex and challenging assignment for the management and operating staff of such enterprises and involves acquiring expertise in areas much outside their realm of knowledge and experience. Managements of such establishments, in the normal course of events, are not expected to have detailed knowledge of the specific demands of large conferences, some of which could extend over several days. Apart from the lack of specific knowledge and expertise in handling conferences, the management and operating staff could also face a number of infrastructural constraints in terms of both the space and facilities required for such events. While some of these constraints may be manageable through appropriate investments, other constraints may need to be overcome through a mix of ingenuity, innovation and the willingness to look after the needs of the sponsors and delegates.
Venue owners are in the business of providing services to the sponsors and delegates of conferences. In service industries the concept of ServQual, first introduced by Zeithaml, Parasuraman and Berry in 1988, remains the primary methodology for gauging service expectations and analysing the gap between expectations and delivery. ServQual is an empirically derived method used by services companies to improve their quality of service and involves the development of an understanding of the perceived service needs of target customers. These measured perceptions of service quality of the chosen organisation are compared against an organisation reputed for its excellence and an analysis of the resulting gap used to drive service quality improvement.

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