"The Biggest Challenge We are Facing Is the Uncertainty"

This health crisis has not only affected the sector of associations but has also shaken the entire structure of the industry. Stephanie Mynett, Business Development Manager at the West Midlands Growth Company, unraveled some aspects of the destination scene and guided us along the paths that the British region has chosen to face this serious crisis.

Headquarters: Have you had any events cancelled or postponed? If yes, how many and which ones?
Stephanie Mynett: The global coronavirus pandemic means that we have not been able to travel and meet people like we usually can.
In line with UK government guidance, this has inevitably led to the cancellation and postponement of many events around the country, including in the West Midlands.
A number of trade shows and events that we were due to attend have also been called off, as the international hospitality and events industry adapts to new ways of working.
We have used different methods to reach key audiences, such as virtual exhibitions, webinars and roundtables with event organisers and our other partners. Continuing these conversations is vital, so we are in a strong position to welcome visitors back to the West Midlands when social distancing is no longer required.

HQ: Will these canceled events take place in the near future when the situation is calmer?
SM: Our West Midlands venues are working around the clock to accommodate as many postponements as possible when life begins to return to normal. This region has long been a favourite in the conference and events sector thanks to its location at the centre of the UK; large number of bed spaces; and the breadth and depth of its venues.
The West Midlands' Convention Bureau has supported and attracted events for more than 35 years. We will continue to use our local knowledge, expertise and flexibility to work with organisers and delegates to ensure that we provide the support and advice needed for rescheduling shows and changing event logistics.
We've already received enquiries from industry professionals about conferences, which were supposed to be held in London, but can't be accommodated. We are liaising with our national partners VisitBritain to understand how we can show our support, and host some of these events in our fantastic West Midlands spaces.

HQ: What is the biggest challenge you are facing now? And how are you going to overcome it?
SM: The biggest challenge that we are facing in the West Midlands and across the UK is the uncertainty.
The safety and wellbeing of our partners, stakeholders and event delegates are our priority, but while question marks remain about global travel, it will inevitably have an impact on hosting events. Until we know when we can travel domestically and internationally without any health risks, we are unable to predict when events will take place.
We are working hard to maintain our existing relationships with event organisers and partner venues, so that when the situation changes, we are in a favourable position to react quickly.
A positive aspect of the current lockdown has been the collaborative nature of the events sector. We have attended ICCA webinars and virtual meetings with our industry partners in other UK cities, to share best practice and ensure we find collective solutions to this unprecedented situation.
We have also adapted by launching a new section on our Visit Birmingham website called 'At Home in the West Midlands'. The section highlights the innovation and creativity of our leisure and business tourism venues, encouraging our visitors to experience what the region has to offer from the comfort of their own home. It includes virtual walking tours, behind-the-scenes glimpses at art gallery exhibitions and broadcasts from cultural organisations, including the Birmingham Royal Ballet and City of Birmingham Symphony Orchestra.

HQ: How has this general blockage caused by the Covid-19 pandemic affected your business as a meeting destination?
SM: It is too early to fully understand how the pandemic will affect the West Midlands' business tourism sector. We are working regularly and closely at this time with our conference and events partners – from venues to accommodation providers – via regular surveys. This will help inform our future business tourism strategy, track the pandemic's impact and provide insight on the issues and challenges that our partners face.
The West Midlands' events venues are showing their ingenuity, versatility and compassion during this challenging time in the fight against COVID-19. The NEC, Birmingham, has become an NHS Nightingale hospital for patients with the virus. Edgbaston Stadium has also announced it will become a drive-through NHS staff-testing centre for coronavirus.
Other venues and organisations across the region have made their mark, with Wolverhampton Wanderers' owners Fosun International donating protective masks to enable frontline social care workers to continue their roles safely.

HQ: How are you countering all this situation to overcome the current crisis?
SM: The West Midlands' Convention Bureau is doing everything it can to ensure it adapts to the situation as it unfolds.
We are fully aware of the impact of the coronavirus outbreak on the UK and global events industry and continue to work as normally as possible to support the sector. Our priority is to make sure that we react quickly and flexibly to our clients' requests during this difficult time.


HQ: In the rubble of this war, will your Bureau want to return to its original form? If so, what is the strategy and main measures that you'll apply?
SM: During this period of uncertainty, the West Midlands' Convention Bureau is working diligently to support its venues and the people who make our region such a firm favourite with event organisers and delegates. In these challenging times, we've naturally seen a number of event cancellations with a large proportion of these postponing until a later date. We are fortunate to have an experienced team and advanced technology systems in place to deliver an efficient service when industry demand increases.
As well as maintaining our existing client relationships, we continue to work on bids to host events next year and beyond, as the West Midlands approaches an exciting time in its history. Major international milestones on the horizon, including the UK City of Culture in Coventry and the Birmingham Commonwealth Games, will put the region in the spotlight with global audiences.
Over the coming months, we will be reinforcing and celebrating the West Midlands' conference and events offer, including exhibiting at virtual events. We will launch a new film to highlight the spirit of our incredible people, places and brands, which make the region unique. It will demonstrate how the West Midlands is bursting with opportunity and potential to shape the future.

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