A new survey by Barbican Business Events reveals a significant trend of integrating culture and arts into conferences and events. 77% of respondents have incorporated cultural elements, with 20% doing so significantly or entirely. This trend spans various sectors, including commercial, association, charity, and not-for-profit events.
The survey detailed diverse ways in which culture and arts are utilized:
– 29% incorporate cultural or artistic themes.
– 67% feature cultural or artistic performances.
– 31% run cultural or artistic activities alongside events.
– 24% employ arts professionals to boost creativity.
– 11% use arts professionals to enhance delivery.
– 24% include arts professionals as guest speakers.
– 31% offer workshops involving the arts.
Respondents noted several benefits:
– 61% reported increased attendee engagement.
– 37% aimed to attract a more diverse audience.
– 63% believed it enhanced overall event appeal.
– 26% saw improved knowledge retention.
– 22% used arts as a differentiator from competitors.
– 33% conveyed specific messages or themes.
– 56% aligned events with the cultural aspects of the venue or destination.
Additionally, 61% observed increased registrations due to cultural content, with 9% noting a significant rise. Looking forward, 89% of respondents plan to integrate arts and culture in future events, a 12% increase from current practices.
An example from the Barbican includes Architecture Tours, offering delegates an immersive experience of the Centre’s Brutalist estate. Jackie Boughton, Barbican’s Director of Commercial, emphasized that integrating culture and arts transforms events into engaging and inspiring experiences, enhancing communication and learning. The Barbican aims to combine exciting global art with business thinking, making every event a memorable cultural experience.
The survey included 70 corporate, association, and agency clients, with 81% from Europe (48% from the UK) and 19% from the rest of the world (14% from the USA).
hashtag#barbican hashtag#survey hashtag#association hashtag#venue hashtag#destination hashtag#meetings hashtag#miceindustry hashtag#meetingsandevents hashtag#eventprofs hashtag#convention hashtag#meetingprofs hashtag#linkedinforcreators hashtag#linkedinnews hashtag#linkedinnewsletter hashtag#linkedinnewsasia hashtag#bei
