EVENT ATTRACTION SUPPORT SERVICES
Luke Lavelle Destination Engagement Lead
INTRODUCTION
As the Destination Engagement Lead at Major Events International (MEI), my focus is to ensure that all those with ambitions to host events are positioned in front of Rights Holder decision-makers who are actively seeking to engage with Destinations for their upcoming events. These include the likes of World and Regional Events, sector specific events, Training Camps, General Assemblies and Award Dinners.
Rights Holders will only consider your destination as a candidate to host their events if they know who you are, what events you can host, and the scale of your ambitions and capabilities. It is our core business therefore to offer you a range of support options to not only raise your international profile but also to actively engage with these Rights Holders. This can include supporting you all the way through the event attraction process, and mostly this does not require you to bid due to the processes we have developed and the strength of our relationships with decision makers.
There are two levels of active support to help with your event hosting aspirations, termed Event Attraction Support (EAS) Gold and Silver. Those who participate in these services will feature in priority order in the Host Destination Register managed and promoted by MEI.
The Gold level is the highest level of active engagement and accreditation either for individual Venues (EASV) or a cluster or regional group as a Destination (EASD). This is a yearlong, single fee, fully inclusive and integrated campaign approach which includes mobilisation and regular workshop style reviews, Summit attendance, sponsorship, managed introductions, key account management, featured articles in the Major Events Journal, and wider use of our marketing capabilities. Early notification of opportunities includes the Key Account Manager ensuring these have been received by you, clarification of the next steps, and MEI actively going out and recommending you to rights holders.
The Silver level is the other level of support within the MEI community. It is an entry level annual fee with access to what is included at Gold Level at discounted rates. The onboarding process and mid year review forms the basis of accreditation. Support includes updates and alerts, and other benefits outlined in this document.
Other Destinations listed in the Host Destination Register are the nonaccredited circa 800 destinations in our database. These are grouped by region and are either yet to decide if they wish to be accredited and take one of the levels of EAS or elect just to be in receipt of routine communication. MEI would communicate to Rights Holders that we have an existing point of contact.
I welcome your questions and or the opportunity to explore how EAS would add value for you and of course we can always have a general support conversation.
EVENT ATTRACTION SUPPORT
OPTIONS
GOLD EVENT ATTRACTION SUPPORT – THE HIGHEST TIER OF ENGAGEMENT
Approach
Delivered through a year-long rolling agreement with a dedicated Key Account Manager who manages the interaction with Rights Holders. This is within a single budget approach with the business case demonstrating value for money due to no other payments being required unless tasks are exceptional and beyond the scope below.
Gold Support
Mobilisation Workshop
A detailed review with key stakeholders to verify or develop a major events strategy, ideally including all host key decision makers. This is the foundation phase to clarify long term hosting ambitions, (in the next 5 years and beyond) events of particular interest, as well as the financial resources and locations available to support this strategy. These locations may include open city spaces, University complexes, convention centres, hotels, mountains, rivers and not just the conventional definition of ‘venues’. Significant upgrade schedules are also of interest, as well as event focus. The output is a templated plan captured by MEI to initiate first contact with target Rights Holders.
Rights Holder Engagement Implementation
The Key Account Manager arranges monthly progress reviews and reports progress on key actions to ease the workload on busy destination staff. This includes briefing new host opportunities or setting up meetings to pursue agreed target events and then proactive follow up. All analysis to support decision making will be provided.
Managed Introductions
MEI will arrange meetings or calls, prepare all those involved and ensure appropriate follow up. Trusted relationships with Rights Holders ensures there is always a willingness to engage Gold EAS clients and the logo awarded demonstrates the destination is operating at the highest level of accreditation MEI can provide.
Information Advantage
A minimum two-week advance notification of hosting opportunities ahead of all other destinations delivers a response advantage. All market intelligence about other potential hosting opportunities will also be reported. This level of support also means MEI will provide briefings on all Portfolio entries without staff having to invest time making their own analysis.
Enhanced Market Profile
Assets MEI can deploy centre around the use of bespoke email campaigns, social media support and full leverage of the Major Events Journal. This compliments existing destination communications and marketing output.
Annual Hosts & Federations Summit
Inclusive in the contract is detailed planning to maximise the time spent at the Summit as well as delegate passes, sponsorship, meeting preparation, curated introductions, speaking opportunities, and as many ad hoc meetings as possible. A full debrief post Summit ensures there is a plan for the remainder of the 12 month rolling contract.
EVENT ATTRACTION SUPPORT
OPTIONS
SILVER EVENT ATTRACTION SUPPORT –STRATEGIC ENTRY PARTNERSHIP
Approach
Event Attraction Support Silver is designed for destinations that want formal accreditation, structured positioning and informed access to the international events market, without committing to a fully managed attraction programme. This tier provides recognition and strategic guidance, but it does not include the year-round delivery execution delivered, under Gold Event Attraction Support.
Silver Support
Mobilisation Workshop
The programme begins with a formal onboarding and mobilisation session to clarify hosting ambitions, priority event types, infrastructure capability and strategic focus. This ensures the destination is properly positioned within the MEI network and prepared to respond effectively to relevant opportunities. A summary roadmap is developed to guide engagement over the 12-month period.
Accredited Visibility
EAS Silver destinations receive accredited listing within the Host Register and are entitled to use the Silver logo, demonstrating verified alignment with MEI. Inclusion ensures visibility to International Federations and Rights Holders engaging with the Network. Periodic marketing presence across MEI platforms maintains awareness, though this tier does not include dedicated campaign activation.
Advisory Support & Market Intelligence
Support includes a named point of contact, advance notification of relevant hosting opportunities and a scheduled mid-year strategic review. Advisory guidance may be provided on positioning and response approach. However, proactive Rights Holder pursuit, structured outreach campaigns, monthly reporting and managed engagement remain exclusive to Gold Event Attraction Support.
Summit Access
EAS Silver includes discounted access to the annual Hosts & Federations Summit, enabling direct engagement with Rights Holders. While Silver destinations benefit from participation and visibility, structured meeting schedules, intensive preparation and curated introductions form part of the Gold service level.
Preferential Rates on Bespoke Services
Event Attraction Support Silver destinations benefit from preferential pricing on MEI’s bespoke services. This includes discounted access to targeted email campaigns directed at curated groups of International Federations and Rights Holders within MEI’s network. These campaigns can be used to promote hosting capability, venue developments, bid intentions or strategic announcements. While campaign design and deployment are charged separately, Silver accreditation ensures a reduced rate compared to non-accredited destinations.
SILVER
EVENT ATTRACTION SUPPORT
BESPOKE SERVICE OPTIONS
Event Hosting Register
There are over 800 individual destination organisations in the MEI Event Hosting Register and this number continues to grow. The Register has at least one point of contact in receipt of routine communication from MEI. Rights Holder are sent the destination listing so they are aware of our geographic potential event hosting coverage but they are not provided with access to contact details. Any destination seeking to be removed from the list should contact MEI and or where there are additional points of contact from other agencies additions will always be welcome.
Bespoke Options
Not all destinations will choose to be supported via the Event Attraction Support options based on the maturity of their hosting strategy or resource limitations. Additionally, the timing of budget allocations may delay joining the accredited and supported EAS Gold or Silver levels. It is important that the non-EAS community have access to one or more Bespoke services summarised below.
Participation at the Hosts & Federations Summit
Non EAS destinations can budget to invest in a range of opportunities at the summit which provides structured access to senior decisionmakers responsible for awarding and delivering major events. This is built around curated one-to-one meetings, focused workshops and briefings and opportunities to present or host a Summit table as a broad overview.
Major Events Journal
This is an opportunity to feature in a unique publication that includes insights and personal overviews from the entire events ecosystem of Destinations, Rights Holders and expert, multi-sector, commercial delivery partners. No advertising will be allowed as all content will be generated with knowledge transfer, insights, or market awareness
being the drivers, as sponsored articles will be subject to pre-approval. 500 copies of this impressive document will be available at the Hosts and Federations Summit with the authors gaining additional copies. Electronic copies will be sent to the 30,000 strong MEI database.
Bespoke Email Campaign
MEI can workshop the best approach to target Rights Holders and offer a tailored package of communication as a stand-alone and time limited campaign. Engagement statistics will be reported and Destinations can elect for MEI to specifically seek reaction from a number of high priority Rights Holders. This project approach can be matched to available budget and for fixed durations.
Consulting Services
Should a destination wish to receive a market overview and best practice for winning the rights to host events, a workshop for stakeholders can be available at a rate depending on the complexity and time to execute the task.
Regional Summit
As part of the support available to destinations, MEI can design and deliver a Regional Summit that brings international Sports Federations and key stakeholders directly into the host destination. The programme typically
combines a targeted familiarisation tour, allowing rights holders to experience venues, infrastructure and the wider destination environment first-hand. Alongside site visits and meetings, the summit includes a condensed conference programme similar in structure to the Hosts & Federations Summit, creating space for strategic discussion, knowledge exchange and practical conversations around future hosting opportunities. The aim is to provide destinations with a platform to demonstrate capability while enabling federations to assess potential host environments in a meaningful and informed way.
National Summit
A single or multi year gathering of the National major events community. Sharing best practices, hosting chosen international federations, and supporting local companies with access to multi-sector international suppliers to enhance export potential and possible inward investment opportunities. MEI develops the programme structure and content, attracts and manages VIP guests and facilitates what is also a familiarisation visit to facilities. The overall objective is to enhance the probability of hosting more international sports events.
COMMERCIAL TERMS
The motivations for selecting the options below range from wishing to achieve some form of recognition of as an accredited host destination, options for additional benefits to increase the probability of event hosting, access to market expertise and or enhanced market profile. The commercial terms can be summarised as:
Gold EAS is a single budget to include all services and active support paid monthly or annually priced either for single venues or city and regional clusters.
Silver EAS is the entry level single payment approach to demonstrate a level of accreditation and recognition as a priority event destination. A 20% discount is applied to the Bespoke Services below.
ACCREDITED DESTINATIONS:
Gold Event Attraction Support:
EASD (Destinations)
Annum: £38,500
Monthly: £3,750
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EASV (Single Venue):
Annum: £26,000
Monthly: £2,450
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Silver Event Attraction Support:
Annum: £4,500
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BESPOKE SERVICES:
Gold EAS - no extra cost
Silver EAS - 20% discount
Destination Register Listing - Full rate card cost
Bespoke Email Campaigns
Range from £8,000 to £14,000 based on the level of support.
Major Events Journal
One page Interview or feature - £2,500
2 page interview or article - £4,500
3 page entry - £6,250
Additional page - £1,750
Exclusive Destination Headline Sponsor - £15,000
REGIONAL SUMMIT:
Includes two Event Attraction Support (EAS) Gold memberships. Payment milestones are spread over two years, and the programme is offered on an exclusive basis within the region.
Budget Driven Projects Let us know how we can help and we can mix tasks to align with your available budget. This includes additional author support for all forms of content such as the Journal by separate arrangements.