Cuando planificamos la celebración de un evento debemos tener muy claros los objetivos que perseguimos y el público al que nos dirigimos. Será a partir de este plan de marketing, y conociendo nuestras posibilidades presupuestarias, que podremos diseñar todo el proyecto, incluida la decisión de optar por una determinada localización.
La elección del espacio es clave para el éxito del evento
El aspecto primordial en la programación de un evento es la localización. La ubicación y las características de las instalaciones son la base sobre la que construir, no solamente el proyecto técnico, sino también el relato y el mensaje que vamos a diseñar para tener una buena capacidad de convocatoria.
El atractivo de las grandes capitales como destinación para eventos está muy consolidado, y son las propias ciudades quienes trabajan en la promoción de su destinación dentro del sector MICE.
Los buenos accesos a las principales vías de comunicación, pero también la oferta turística y actividades complementarias, son fundamentales para ser una buena candidatura para eventos.
A pesar de ello, cada vez tiene un peso más relevante el relato sobre el cual va a desarrollarse la actividad. La capacidad de crear una experiencia entre los asistentes es ahora mismo uno de los principales objetivos de los creativos en organización de eventos. Y es en este contexto que la innovación y las nuevas destinaciones tienen la oportunidad de entrar en este mercado.
Celebrar eventos en un entorno natural puede ser un valor añadido sobre el cual construir y desarrollar el proyecto de una convención o de un incentivo. De esta forma, las localizaciones en las afueras de las principales capitales están adquiriendo cada vez más una mayor cuota del mercado MICE.
La originalidad de los espacios
Una localización para un evento puede ser original o la podemos convertir en una propuesta original. En cualquier caso, cada situación puede requerir de determinadas dosis de creatividad y originalidad, y el organizador debe de valorar en primer lugar la ubicación, y en segundo lugar las posibilidades de producción que brinda el espacio.
El perfil de los asistentes y los valores de marca del promotor, también nos tienen que indicar cuales son los límites a nuestra originalidad como organizador, y hasta donde podemos llegar para aspirar a los resultados programados. No se trata de buscar una originalidad gratuita sino de innovar en conceptos para llegar a generar esta experiencia tan preciada en todos los eventos.
En las grandes ciudades, salir de los tradicionales centros de convenciones o hoteles es una primera alternativa para crear nuevas experiencias.
Conseguir disponer de espacios originales de gran interés turístico pero que inicialmente no están destinados a eventos, resulta una buena opción. En realidad, muchos de estos espacios se han dado cuenta hace tiempo de este potencial y se han profesionalizado en el sector MICE. En Barcelona podemos hablar del propio estadio de fútbol del FC Barcelona, Casa Batlló y la Pedrera, o espacios industriales como la antigua fábrica de Estrella Damm.
Si el presupuesto para el evento es suficiente, la originalidad se puede plasmar en la selección de espacios donde no se celebran habitualmente eventos, y que aunque requieran de un presupuesto importante en una producción efímera, el impacto de la novedad en el usuario va a resultar muy superior a localizaciones convencionales.
Espacios originales a las afueras de las grandes capitales de eventos
El entorno natural fuera de las grandes ciudades ofrece muchas posibilidades para organizar eventos con un gran impacto en sus asistentes.
Barcelona tiene un potencial increíble en espacios originales para eventos, puesto que su entorno cuenta con grandes propuestas únicas. Dispone de una oferta turística de mar y montaña, y de un sector consolidado en su entorno que además está organizado en los convention bureau de Cataluña y del entorno de Barcelona.
Un ejemplo de espacios originales cerca de Barcelona es El Montanyà Hotel & Lodge , que ha potenciado las características de sus instalaciones y su ubicación, desarrollando propuestas comerciales especializadas para acoger eventos del mundo del motor (Motor Experience), eventos de teambuilding, o actividades deportivas (Sport World).
Es de esta forma que los espacios originales para eventos van ampliando la oferta existente, complementándola, y consolidando la oferta especializada para eventos de todo un territorio.
by Montanyà Events 2019
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