Five hundred delegates were in Sheffield earlier this month for The Arts Marketing Association (AMA) annual conference. It was the first time the city had hosted the event, which was secured through a successful partnership bid between Marketing Sheffield, SIV (Sheffield International Venues) Events and Hospitality Sheffield.
Three-quarters of delegates stayed at least two nights and the city estimates the conference’s economic impact was in the order of £530,000.
SIV’s Sheffield City Hall was used as the main conference venue, with a series of networking and social events taking place at Cutler’s Hall and Crystal Bar.
Annabel Busher, Events and Services Manager for AMA, gave the city and its venues a glowing report: “The warm welcome that delegates received in Sheffield matched the stunning weather enjoyed over the three days of the conference. Sheffield City Hall provided excellent facilities in a glorious setting with fully functioning air conditioning ensuring delegates were comfortable. The venue staff were responsive, professional and always willing to help, delivering first-class customer care.”
The AMA programme included a formal seated meal for 420 at Cutlers’ Hall and a more informal event at Crystal Bar the following evening. Delegates were also able to enjoy some exclusive back-stage tours at Sheffield’s Crucible Theatre.
Business Tourism Manager at Marketing Sheffield, Emma France, said: “The success of this event further proves how vital this sector is for Sheffield and how crucial Marketing Sheffield’s business tourism campaign is to ensure the city remains competitive in a very aggressive market.
"The fact that each AMA delegate left with a great experience of our vibrant city is the icing on the cake. We will be using this enthusiastic feedback to convince other organisations that Sheffield can deliver their event to the highest standard.”
According to Emma the relationship with the Arts Marketing Association was initiated during Marketing Sheffield’s attendance at International Confex in London in March 2011.
Previous Sheffield event successes from International Confex include the National Union of Students annual conference and the Liberal Democrats Spring Conference.