The Harrogate International Centre (HIC) is trialling a new initiative which aims to promote links with the surrounding area.
Event organisers will be able to benefit from a voucher system offered by the Harrogate venue, which provides discounts and incentives to attendees at events taking place in the Yorkshire town.
According to the venue, the scheme showcases what Harrogate has to offer and helps local retailers, restaurants and bars to attract additional custom.
HIC brand manager Lynne Farrow said: "Whilst it will take some time to gauge the full benefits and [return on investment] of this initiative, we have already had plenty of positive comments and anecdotal feedback from the town and visitors to recent shows."
She added that it was vital that the venue works closely with organisers to provide added value.
Earlier this year, it was announced that director of the venue Stuart Quin was leaving the Harrogate International Centre.