GainingEdge, a convention industry consulting firm, has launched GainingEdge Analysis & Research (GEAR) to provide research in areas such as destination competitiveness.
GEAR was inspired by GainingEdge’s annual International Convention Destination Competitive Index, first published in 2018. GEAR's future research will aim to “fill a research gap in relation to both the convention industry and the association community,” GainingEdge CEO, Jon Sivertson said.
“Our industry has never really had a dedicated research unit. We were struck by the lack of real quantitative analysis available to support quality decision-making processes,” he added.
“We want GEAR to make a real difference for both the meetings industry and associations. We want GEAR to be the go-to when people are focused on fact-based decision making.”
Other areas of research will focus on new forms of market intelligence and insights into the dynamics of the global meetings industry.
GEAR will be headed up by Milos Milovanovic, who brings with him experience and enthusiasm in equal measures and predicts GEAR will provide “cutting edge research into the intellectual capital of convention destinations around the world.
“I think our next report will have a big impact on destinations and how they go about pursuing international conventions,” he said.
“We’ve done a deep dive on the leadership of 3,500 international associations and developed a database of association board members and the cities where they live. From this research, we will be helping cities to understand how well they are doing in terms of the number of their local leaders who are active members in governing bodies of international associations.”
Milovanovic said the upcoming report, expectedly imminently, would help cities understand how well they are leveraging their influencers to secure conventions.
“We want to help them in their recovery strategies as they pursue future growth,” He said. “Intellectual capital is a main driver of how conventions decide where to meet. We want to help destinations to understand how well they are harnessing that intellectual capital and to find quick pathways to the people they need to engage in the process of securing conventions.”
A desire to travel led Holly Patrick to the business meetings and events world and she’s never looked back. Holly takes a particular interest in event sustainability and creating a diverse and inclusive industry. When she’s not working, she can be found rolling skating along Brighton seafront listening to an eclectic playlist, featuring the likes of Patti Smith, Sean Paul, and Arooj Aftab.