2017 Conference, Meeting, & Event Demand Survey
In 2017, UVA President Teresa Sullivan created a Hospitality Task Force to gather information and make recommendations on UVA’s conference spaces, which in turn commissioned CSR to conduct a survey to determine the unmet demand for updated, centrally located conference space across the UVA community and to explore the desirability of centralized conference planning services. The questionnaire covered topics including:
- the number of conferences respondents planned
- conference size, location, and duration
- satisfaction with current facilities
- important aspects of event facilities
- interest in conference planning services
Data was collected in October of 2017, yielding 250 usable responses out of the 399 invited participants. The survey responses include 206 respondents who had organized a conference and 34 who had only attended. Most respondents (80%) were from either academic departments, administrative departments, or the UVA Health System.
Overall, the survey found conference volume to be high, with current UVA facilities underperforming other event locations. The survey responses indicated there is unmet demand for better facilities and a centralized conference planning service in Charlottesville generally and at the University.
The most important conference space features were: plenary rooms, with nearly 70% voting them “Extremely important,” followed by technology, catering services, and adjacent parking . At non-UVA conference facilities, 70% of respondents indicated they were “very satisfied” with the atmosphere and mood, while only 60% expressed similar satisfaction with UVA’s facilities.
When individuals were asked how likely they were to host an event at UVA, 10% responded “extremely unlikely,” 8% responded “somewhat unlikely,” and 33% responded “somewhat likely.” The lowest ranked aspects of UVA facilities were parking, with only 25% responding they were “very satisfied,” and lodging, with under 30% indicating they were “very satisfied.”
A lack of available space at UVA was the largest deterrent to holding events at UVA, with 49% listing it as their main reason for not using UVA facilities. The most frequently used spaces at UVA were Newcomb Hall, Alumni Hall, and Darden’s Inn/classrooms/Sponsors Hall. 55% of those surveyed indicated that a centralized conference planning service would be helpful and 36% selected “maybe,” indicating over 90% have some interest in conferences services. One write-in comment pointed out that “the increased efficiency [of centralized services], coupled with the potential to generate revenue from lodging, conferences, and other events, make this a unique opportunity for the University,” that could set UVA apart from peer institutions in the future.
For the full report, download the file below.