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SPAIN – FROM METRES TO EXPERIENCES: THE EVOLUTION OF CONVENTION CENTRES
The “shoebox” syndrome has often limited our perception of convention centres. Large spaces, practical yet characterless rooms, massive auditoriums, an institutional vibe… Powerful, but hardly inspiring. However, this is changing, and convention centres today are asserting themselves as high-value partners—both in their impact (acting as catalysts for the economic, cultural, social, and political activity of their cities, driver of community integration and local life, key elements of urban positioning and economic development…) and in their services. The Spanish Association of Convention Centres (APCE) has conducted an analysis of venue services. We are moving from square metres to experiences.
The study was based on data collected from 30 venues, representing more than 80% of APCE members.
The rental fee is only a portion of revenue—or, to use the authors’ metaphor, “the tip of the iceberg”: electricity, security, cleaning, catering, AV equipment, and auxiliary staff are key parts of the equation. Profitability is not solely (or even primarily) about space rental. This highlights the shift from providing pure square footage to delivering an integrated service.
Exclusivity agreements increase with venue size. According to the study’s authors, “Certain services exhibit a higher degree of exclusivity, particularly in larger and operationally more complex venues. However, this practice is not uniform across the sector and primarily addresses operational efficiency, coordination, and service delivery guarantees,” APCE notes. Exclusivity is seen as a way to ensure operational quality in large, complex spaces, mitigating the risks associated with suppliers unfamiliar with the venue.
Digital infrastructure is no longer a mere commodity: “basic Wi-Fi is dead,” they comment. Dedicated networks, digital integration for hybrid events, and smart displays have become essential differentiators and value drivers. Gastronomy is another key area of reinvention and differentiation. We are thus evolving from pure space to full-fledged experience.
Contractual flexibility: According to the report, contract flexibility is a major factor of differentiation. Deposit policies typically range from 10% to 25% of the total, but flexibility is increasingly valued as a competitive edge. As additional terms information, 87% of convention centres offer a full venue rental package rate, which usually represents a 25–30% discount compared to renting rooms individually.
The study concludes that “the convention centre of the future will not stand out solely for its square metres, but for its ability to integrate space, technology, services, and experience into a unique value proposition.” The challenge is set!