The new CEO of Manchester Central convention centre wants to work with a broad range of stakeholders to create a city-wide experience for visitors and ensure the venue’s economic impact ripples outwards.
Falling in love with Manchester
“I’m really keen now with my new remit to make sure that people who are coming to this venue for some reason also get out and enjoy fringe events in the hotels and the restaurants around Manchester, because I feel if they’re going to fall in love with Manchester, they’re going to want to keep coming back,” said Lori Hoinkes, speaking at the UK Annual Hospitality Conference (AHC) on 1 October 2024, which itself took place at Manchester Central.
“We’ve got about 150 events a year and close to half a million people coming in and out, and I’m just really keen to make sure that the local businesses benefit from that somehow,” she said.
“Maybe they have services they want to sell to the organisers, maybe there’s some procurement that I look after that they could get involved in, potentially it’s fringe events and making sure that I know where are the good places for our organisers to also take their delegates on an evening, or for a breakfast or lunch.”
Events a major driver of footfall
Hoinkes succeeded Shaun Hinds as CEO of Manchester Central in May, having previously held the role of chief growth officer at event organiser Montgomery Group. The 10,000-capacity venue contributes close to £200 million to the local economy every year.
“We play a really key role,” said Hoinkes, estimating that for every £1 spent at the venue, £6 is spent in the wider local economy including hotels, taxis and restaurants. She also emphasised how events are a major driver of visitors to a destination, and subsequently “heads in beds”, which should be a key consideration for investors.
Hoinkes continued: “But that also doesn’t take into consideration any of the business growth that results in the sharing and exchange of knowledge that happens here, and any of the connections and transactions that take place here, so there’s a real multiplier on top of that that is about supporting the economy for all of the different sectors that convene here.”
Manchester is ranked sixth place on Colliers’ 2024 UK Hotel Market Index, based on analysis of key performance indicators including land prices, build costs, room occupancy, average daily rate, room occupancy rates, four-year RevPAR trend and active pipeline as a percentage of current supply.
Retaining business in the city
Hoinkes added that the venue has more demand than it can supply, meaning there is also opportunity for collaboration with other venues in the city such as hotels. “I’d rather still keep things in Manchester if I can,” she said – a focus on collaboration that is in part driven by the fact the venue is owned by the city council.
She has also previously said that international trade, which has been subdued in recent years post-pandemic, is now ripe for reinvigorating to benefit Manchester.