Venue marketing consortium, Unique Venues of Edinburgh (UVE), has reported a substantial boost to event bookings in the city since its creation two years ago.
The latest report shows that the unification of 22 of the capital’s most unusual venues has increased business to its members by more than 10 per cent since it formed in 2005, with enquiries reaching a value of more than £2.6m.
Unique Venues of Edinburgh, which include museums and galleries, visitor attractions, castles and stately homes and historic buildings, was launched in 2005 to provide meeting and conference buyers with a comprehensive one stop shop for booking events, as well as to aid individual venues to promote their product to a wider audience.
Chair of Unique Venues of Edinburgh, Carolyn Gemmell, commented:
“The substantial increase in events staged at UVE venues since the consortium was formed is the absolute proof that working as a group is more effective. Through working together rather than in competition with one another, sharing knowledge, ideas and business, we have increased member market share as well as ensuring Edinburgh, as a whole, benefits from increased business tourism.”
The latest figures provided by UVE members show that since it launched, the website www.uniquevenuesofedinburgh.co.uk has generated 507 enquiries to the value of £2,638,120, more than 10 per cent of which is confirmed (£278,190) and a further 10 per cent of which is expected to convert, based on past experience.
Success is also evident in the strong relationships built in the consortium’s first two years. UVE’s database has increased by 108 per cent since its launch, to 1,681 clients, and UVE has achieved greater influence in the industry, including sitting on the board of the Edinburgh Convention Bureau, representation within the Edinburgh Chamber of Commerce and working closely with VisitScotland.
UVE’s continuing success is attributed to the essential service it provides both members and meeting and conference buyers. As part of UVE, members are promoted as one of a prestigious selection of venues through the website and at significant trade and hospitality shows that most venues would be unable to afford to attend independently.
For buyers, UVE offers easy access to a broad range of meeting spaces, unusual dinner and banqueting venues and various activities and outings for delegates, with knowledgeable staff to guide them through the various options.
Commenting on UVE’s success, Gillian Macdonald of Historic Scotland, who manages events at Edinburgh Castle, said:
“Five or six years ago, this would not have worked. However, venues now realise that you can sell better together. Our voice is louder, we are represented at major trade and hospitality shows which we could not afford to attend on our own and we can recommend other members when we are full or if a client needs various different facilities without feeling we are giving away business. There’s no doubt that business at the Castle has been boosted by being part of UVE.”
