Meeting in Europe

BY PEGGY SWISHER

North American meeting professionals need to ask the right questions to learn exactly what “packaged pricing” means at each European conference center

You’re not making an apples to apples” price comparison when considering conference centers in Europe against what you’re accustomed to in North America, explained Ben Goedegebuure, director conference sales, Scottish Exhibition + Conference Center. In general, conference centers in Europe charge a packaged price versus the U.S. approach, which is more “a la carte.” Packaged pricing includes nearly everything, from seating to heating, catering, AV, cleaning, and stewards (which can include security, staff, and/or guides). “With inclusions in contracts and pricing, know what you’re asking for and make sure you know what it means [to your bottom line] if this, that, or the other is included,” Goedegebuure said. North American planners often think packaged pricing is more expensive, Goedegebuure said, because it’s grouped into one line item instead of multiple line items. Gregg Talley, CAE, president and COO, Talley Management Group, said conference center pricing is one of the biggest challenges for North American planners looking at European buildings. Talley, a past PCMA chairman, plans conferences in European and Asian facilities, and has learned that it’s important to ask a lot of questions to confirm exactly what it is that you are getting. He advises planners to keep in mind that your European contact is probably not a native English speaker, so don’t hesitate to ask him/her to explain terminology that is unfamiliar to you. Meeting space is going to be a bigger line item in Europe, according to Talley, because there are few mega convention center hotels here, compared to what we’re used to in North America. Planners will therefore be renting mostly conference center space. Planners should inquire as to which rooms are included in the conference center, and whether the price quote that is provided is for the full length of the conference or is a day rate. “That’s often unclear in the responses you get back,” Talley said. “Typically, some sort of AV package is included — but it’s not consistent building to building in Europe, so you’re never looking at apples to apples if you’re trying to look at comparisons. You really have to drill down those items, those RFP responses, those bids, to understand what exactly they’re basing it on,” Talley said. With the AV issue, also confirm labor is included. Talley suggested planners use a local professional congress organizer (PCO) to better understand how a conference center prices its services, especially if this is your first or second meeting in the destination. He also finds it helpful to ask for references of those who have recently used the facility that you are considering and contact information for a U.S.-based representative who can also assist you. Goedegebuure reiterated that planners need to ask the right questions so they know exactly what is included in the package, as packages differ from country to country in Europe — and “even within different counties in the same country, there are different options,” he said. “Even though this is a much smaller continent, there are so many more countries,” he pointed out.