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page 20 . September 2011 . 9few of the benefi ts we take full advantage of, as well as the opportunity to share knowledge and benchmarking," says Hullock.Representing City of Westminster icons that include The Queen Elizabeth II Conference Centre, Banqueting House, St Martin-in-the-Fields, The Goring, the Royal Institute of British Architects and The UK Supreme Court, The Westminster Collection's member properties are among the world's most valuable, collectively worth hundreds of millions of pounds. The capital investment made in them during the past fi ve years alone is £200 million."The high volume of enquiries we receive as a direct result of the promotion and exposure from The Westminster Collection has broadened our prospect base and will lead to future business," says David Vaughton, Venues Director, who runs four-strong, service-oriented venue collective EEF Venues, to which Broadway House - a Conference Centre of Excellence and AIM accredited meetings venue directly opposite St James' Park tube station - belongs.The Westminster Collection's members refer business to each other, rather than letting it go to other venues outside of the Westminster precinct. This demonstrates how they are supportive of the reality that the turnover from them impacts directly into the local Westminster and London regional economy. This turnover was no less than £100 million in the last fi nancial year."Enquiries come through on a daily basis, sometimes several a day. Additionally, we benefi t from venues that are willing to transfer business, if unable to accommodate it themselves. The breadth and variety of venues that makes up The Westminster Collection means that as a collective, we are able to accommodate almost any type of enquiry," says St Martin-in-the-Fields' Head of Operations, Allyson Hargreaves.The In and Out Club (Naval & Military Club), 28 Portland Place and the Law Society have enjoyed similar lead generation, according to Kate McIntosh, Sales Manager for events solutions company It's The Agency. "The Westminster Collection has referred a total of 79 new event enquiries since the start of the fi nancial year. We represent three venues that are part of the collection and they all benefi t from regular newsletters, FAM events, exposure on the TWC web site and of course referrals from other members. The collection has opened up a new source of enquiry; we have seen an increase in private sector enquiries and also from those whom are based within Westminster. We are delighted to share stands at exhibitions such as offi ce* and Confex, in partnership with all the members. Again, it's great exposure for all involved." "We benefit from venues that are willing to transfer business, if unable to accommodate it themselves"St Ermin's Hotel fresh from its £30m refurbishmentBRAND WESTMINSTER

he advantage to being counted among Westminster's feast of market-leading venues is the ability to sell the sights and sounds of the immediate locality to potential event planners and, by extension, to delegates. For the Royal Wedding, the Queen Elizabeth II Conference Centre (QEIICC) became home to TV crews, thanks in part to its unique position directly overlooking Big Ben, the London Eye and Westminster Abbey.Location is the foremost factor when clients select a venue. For those with eyes on London, Westminster has appeal: "Proximity to the centre of government; a thriving business community; the focal point for important decisions throughout the UK; a shopping experience with no rival city and leading tourist attractions - these qualities make Westminster the best location for any venue," believes Jonathan Byrne FIH, Chief Operating Offi cer for the Royal Aeronautical Society, at No. 4 Hamilton Place, which has recently gleaned coverage in The Londoner diary pages for hosting the launch of Gallo's chilled red wine."Context, creativity and inspiration are more important to events than ever before," says FashioningTbespoke eventswho captured every moment of the event. After their leadership meeting came a three-day academy event for Edelman's rising stars," said Busby, who was pleased the fl exibility of The RIGB's event spaces enabled dramatic execution of Edelman's imaginative concepts for staff engagement. BRAND WESTMINSTERFaye Busby, Events and Conference Manager at The Royal Institution of Great Britain (RIGB), famous for its scientifi c heritage and research.The RIGB secured its first week-long exclusive hire deal this year with global PR firm Edelman, after word-of-mouth recommendations resulting from client events so impressed the New York-based company that it booked out the Grade 1 listed building as host venue to major players from its 53 worldwide offices."Edelman showed their true creative spirit employing the services of Innovation Arts to install futuristic, interactive art walls, each with an artist The London Transport Museum, in Covent Garden, mixes dynamic displays of iconic posters, original artworks and vintage public transport vehicles with exhibitions that look to the future.10 . . September 2011