Promoting exceptional business principles

Back in 2006, the climate for businesses in the UK’s venues and events sector was very different than it is today. Both the private and pubic sector had healthy meetings and events budgets, and although it seems incredible now, few predicted the disastrous gathering storm that became the credit crunch, recession and public spending cuts. Yet in 2006, the MIA, the UK’s leading trade association for meetings, had the vision to begin the process of creating AIM, Accredited in Meetings, a universal standard for the meetings industry that encourages venues to invest in their future by committing to best practice.

Buyers demanding AIM
The many event organisers that have embraced AIM recognise the benefits and reassurances it offers them, some even demand a venue has achieved AIM before they consider hosting an event there. These professionals demand AIM because they know it enables them to achieve the most from their budgets. Because of the stringent grading criteria an AIM venue has achieved, organisers are confident their event is in the hands of hard working, well trained, highly motivated people, and that all their needs will be met with the minimum of fuss.

Gary Payne, director of One Great George Street, an AIM Gold venue, comments: “Our customers are enquiring more and more about AIM accreditation and our Gold level status here at One Great George Street. Many are specifically looking for unique venues in ideal locations. AIM offers them the reassurance that their customer service and quality expectations will not only be met, but exceeded despite the variety of venues included, many a bit different from purpose built venues and multinational brands and chains.”

Support from MPs
Following the MIA’s launch of the initiative Constituency Day in October 2010, Andrew Wells, managing director of Livius Events, invited local MP Julian Smith to visit the venue at Ripon Racecourse. Constituency Day encourages AIM accredited businesses to invite their local MPs and local government councillors to visit their venue and see the difference AIM makes to businesses and the local economy.

The MP for Skipton and Ripon was incredibly impressed by the venue and its achievement of AIM and congratulated Andrew on attaining the accreditation, which he described as a “leading light in the industry”. He also proved he was as a good as his word by hosting a regional conference on increasing high speed broadband in rural areas, North Yorkshire Hi Speed Broadband Conference, at the venue in February.

VisitEngland Action Plan
The professional event organisers and MPs are not alone in their enthusiasm for AIM. VisitEngland’s chief executive, James Berresford, recognising the importance of business tourism to the UK economy, is seeking to ensure all English facilities, products and services continue to meet market demands. In his strategy document, ‘VisitEngland’s Business Tourism Action Plan’ which he presented at the MIA’s AGM in February, Berresford cited the growth of AIM as an important element of his strategy, highlighted his intention to work with the MIA Destinations Group, in order to further the growth of the accreditation.

The process has already begun in earnest, with around 500 venues and suppliers across the UK boasting AIM accreditation. Along with VisitEngland, AIM has received widespread endorsement from other major tourism bodies such as Visit Britain (in England), Visit Wales, MPI UK & Ireland, Association of British Professional Conference Organisers (ABPCO), as well as 29 of the country’s regional destinations.

AIM grading criteria
AIM has achieved the respect of the industry because it is has substance; it is a genuine mark of excellence. An AIM venue has achieved 50 grading criteria that include the location and accessibility of the meeting rooms and facilities provided by the venue, the suitability of the lighting and heating in meeting rooms, the levels of security at the venue, how often the rooms are cleaned and decorated, whether the space and furniture are adequate and suitable, the provision of in-room services such as power sockets, what is supplied at no extra charge, and how transparent the published prices are. Meetings planners are reassured because these grading criteria have already been checked on their behalf.

To achieve AIM venues must also comply with ten legal acts, relevant to their services:
• Health & Safety at Work and Fire Safety
• Disability Discrimination
• Employers Liability
• Data Protection
• Sale & Supply of Goods
• Trade Descriptions
• Consumer Protection
• Weights & Measures
• Race Relations, Sex Discrimination, Disability Discrimination and Age Discrimination
• Licensing Laws

Jane Longhurst, MIA chief executive, remarks: “Because of AIM, meetings buyers have a choice. They can take a risk and choose a venue or supplier that has made no commitment to delivering against stringent best practice standards, or they can choose one of the many venues and suppliers that have achieved AIM and thereby guarantee that they can deliver fantastic service levels. By insisting on AIM, buyers will reward those that have committed to ongoing improvement, encouraging more to do so, increasing the choice of exceptional venues.”

AIM Higher
Along with the standard Entry level, AIM has two ‘Higher’ levels, Silver and Gold, which demonstrate compliance with a more stringent set of criteria. Venues wishing to ‘AIM Higher’ complete a ten section self-assessment, produce a portfolio of evidence in support of their application and receive a visit from an independent assessor, who determines whether the venue is worthy of the accreditation and whether AIM Silver or AIM Gold should be awarded.

IET Venues, a group of three conference and events venues in city-centre locations across the UK, has recently been awarded AIM Gold at all of it venues. Commenting on the achievement, Lucy Wright, sales and development manager, IET London: Savoy Place, the group’s London venue said: “Achieving Gold AIM Higher accreditation from the MIA is an in-depth and rigorous process and we are delighted that all three of the IET Venues have achieved this standard. The accreditation will serve as a great proof point to all prospective clients about the high level of tailored service that our venues can provide.”

Having a prestigious accreditation to present to potential clients is an obvious benefit, but the management of IET Venues also found the AIM Higher accreditation process aided them in further improving their offering.

Justin Livesey, venue manager, IET Glasgow: Teacher Building, comments: “In addition to the prestige of all three IET Venues achieving Gold AIM Higher accreditation, the AIM Higher process has been very good for the overall operation of our venues, as all processes needed to be checked and documented.

“We had to create a Customer Promise, which we did not have before, and make sure that we not only delivered on all the elements within this but also exceeded more often than not. IET venues have pulled together as a team to deliver a group objective which has helped to develop relationships between not only different departments but also different venues. We have learnt a lot about our processes and been able to identify areas we need to work on.”

Buyer engagement
Few would argue, that in terms of the UK business tourism industry, AIM has been a welcome addition, the uptake by venues has been fast and the major players in the industry have given the accreditation their full backing. The next stage, says Jane Longhurst is the most critical – buyer engagement.

“Having the promotion and supplier sectors of the industry supporting AIM is fantastic; it has driven up standards and put the focus on service, making the industry more competitive. There are now enough AIM venues of all kinds to offer genuine choice, and it is critical that we bring this message to buyers, get them to realise demanding AIM for every event is a realistic prospect that guarantees excellent service and value for money for the client and can protect jobs and attract investment for the UK industry,” she said. “Furthermore, we are using advanced venue search technology to ensure finding the perfect AIM venue is simple.”

AIM venue finding
To ensure event organisers can easily find AIM venues that have all the facilities and services they need for their event, the MIA has launched Solution, a free to use venue search and automated enquiry tool.

To use Solution buyers fill in and submit a simple online form, providing full contact details and information on the type of event they are organising, including desired location. The search results returned include only venues and destinations that have achieved AIM and can meet the requirements of the brief. Each venue that meets the requirements receives a copy of the brief and has the opportunity to respond with a competitive proposal.

Not surprisingly, Solution is already proving incredibly popular, as these comments from Sali Gray of The Business Advancement Consultancy reveal: “When one of my clients asked me to arrange accommodation, in a geographic area which I was unfamiliar with, I spent fruitless hours surfing the internet. I then remembered the MIA and was delighted to see that you now offer ‘Solution’ a venue finding service. I completed the requirement form and was introduced to a selection of first-class venues. After much deliberation, (they were all lovely) I made a booking with one of them. Congratulations to you, on this brilliant system, which has saved me so much time.”

for more information:
To use Solution to find an AIM venue, or for more information on the MIA and AIM, visit www.mia-uk.org