Conference centre head in call for new drive to revive fortunes

The Harrogate International Centre (HIC) has endured a downturn in trade in recent years as conference organisers have either cancelled or scaled back events owing to financial constraints.

The head of operations, Simon Kent, has now called on leading business owners and entrepreneurs in Harrogate to help turn around the ailing venue’s fortunes.

He said: “We want to share ideas with local businesses. We want to see how we can work together better and open up more business for Harrogate and, as an existing business, not become complacent. We have been too complacent in the past about winning new customers and taking on the competition.

“There’s no magic formula. The way we are going to succeed is by battling hard to win new business - this must be our primary objective, as well as making sure our existing customers are happy so they come again.”

Mr Kent admitted the economic downturn has taken its toll on the conference industry and a new strategy is required to ensure the HIC can compete effectively.

He also warned the venue faces increasing competition from other major UK conference locations such as Birmingham, Manchester and Liverpool, and maintained there is a need for “ambitious but achievable goals”.

He said: “The aim for HIC is simple. It is to focus on attracting customers, getting them to buy and making sure they come back for more. Our job is to see HIC not as it is, but what it can be. We need to find out what our customers want from us and then develop the product to meet those needs. Our emphasis needs to be on attracting new customers as well as retaining and growing our existing customers.”

The Yorkshire Post revealed in March that the HIC, which is owned and operated at arm’s length by Harrogate Borough Council, was due to record a loss of £1.1m in the last financial year. While the figure was lower than an initial prediction of £1.6m, directors admitted the conference and exhibition complex is in need of major investment.

Mr Kent confirmed feedback from customers and potential new clients had claimed the venue is looking “tired and dated” which is proving to be a barrier for sales.

The problems have been compounded by reduced maintenance budgets, although £250,000 has been invested in the last 12 months on new lifts and re-decoration. A major investment of £11.5m also created new exhibition halls but the original centre dates back to 1982.

Discussions were held last month about a new five-year business strategy and plans include increasing revenue by five per cent over the next three years to reduce the deficit by £900,000. The HIC is also aiming to achieve a minimum of 70 per cent repeat business.

There has been a major streamlining of its operations and staff numbers were slashed in the two years up until 2012 when a 100-strong workforce was halved. A more co-ordinated events programme has been developed with both Harrogate Theatre and the Harrogate International Festival to broaden the HIC’s remit to include entertainment.

But while 181 events were staged in 2008/09, there were down to 155 in the last financial year. However, the number of days the venue is in use has not declined so rapidly. It was used 286 days in 2008/09, and it was used for 275 days in the last financial year as individual events were staged over a longer period.

Mr Kent will be at a business breakfast event tomorrow with the council’s chief executive, Wallace Sampson, to glean ideas about developing the HIC’s business strategy.