Tourism Whistler/Whistler Conference Centre Expansion Options

Tourism Whistler/Whistler Conference Centre Expansion Options

HLT Advisory Case Study

Tourism Whistler/Whistler Conference Centre Expansion Options

The economic impact potential from expanded convention facilities in Whistler was provided as a means of demonstrating potential return on investment.

Tourism Whistler/Whistler Conference Centre Expansion Options

The Whistler Conference Centre (“WCC”), operated by Tourism Whistler, opened in 1985 and was subsequently expanded in 2003. Tourism Whistler was considering a further expansion to serve the convention/conference needs of the resort. An expansion would create more space (and a better combination of plenary and breakout spaces) designed to accommodate not only larger events but also the contiguous meeting and dining needs of existing clientele. The ultimate focus of an expansion is to generate more convention (and convention-related) activity to Whistler including additional room nights and overall visitor spending.

Tourism Whistler engaged HLT to undertake a:

    • market analysis;
    • market segmentation analysis focused on understanding potential demand;
    • competitive analysis;
    • forecast of incremental revenue and additional hotel room nights; and
    • estimate of economic impacts.

In order to complete the market analysis HLT analyzed the WCC’s historical and current convention (and other event) activity, undertook an extensive interview process, reviewed secondary data on the conventions and meetings industry, conducted at “e survey” of meeting planners and worked with an external architect to conduct space planning scenarios. Once completed we prepared estimates of future market opportunities for expanded convention/exhibition facilities (i.e., by meeting size, geographic source and market sector) as well as an outline of optimum facility requirements including size, location and component-mix recommendations. The economic impact potential from expanded convention facilities in Whistler was provided as a means of demonstrating potential return on investment.