HEADQUARTERS E U R O P E , M I D D L E - E A S T, A F R I C A
Destination Report Brussels is a special edition of HeadQuarters Magazine - April 2011 published by Meeting Media Company (Belgium) - www.headquartersmagazine.com - press@headquartersmagazine.com
brussels
the happening capital
visit.brussels-expo.be
> fore w ord
Brussels is sized for all your needs A word by Patrick Bontinck, General Manager, VisitBrussels When it comes to events, meetings and tourism in general, we have to speak with one voice. We have to be honest to whoever comes to Brussels for whatever reason and our role is to put forward what we can offer, this unique selling proposition that makes Brussels so special. Brussels has a great capacity to be open-minded; it’s the cosmopolitan city par excellence, the capital of 500 millions Europeans, with the European institutions in its very heart. As such it’s a great destination to get together. But Brussels is more than that. Brussels is different. patrick bontinck General Manager - VisitBrussels
Brussels hosts more international associations than any other city in the world, whether we’re talking about intergovernmental or non-governmental bodies. In addition, Brussels hosts more international association meetings than any other European city. In the world, it is second only to Singapore. Ten years ago, Paris was number one in Europe and in the world, while Singapore wasn’t even in the top ten. BI-TC (Brussels International Tourism and Congress) has just been renamed VisitBrussels. It’s a new vision that is expressed by this rebranding, a vision that has been enlarged to say that Brussels is sized… for absolutely all your needs. It’s time we broke borders and entered in a whole new dimension, which blends all aspects of tourism.
BI-TC (Brussels International Tourism and Congress) has just been renamed VisitBrussels. It’s a new vision that is expressed by this rebranding, a vision that has been enlarged to say that Brussels is sized… for absolutely all your needs
An institution like VisitBrussels is there to understand the needs of international associations, to build partnerships with them. We’re here to answer their questions, they’re not interested in pure marketing and promotion. And if they want to lobby, there’s no better place in Europe than Brussels. With the Alliance that Brussels just established with Washington, DC, and with a whole new convention district in the pipeline around Brussels Expo, the European capital is more powerful than ever. We’re the capital where things are happening and we are now visible as such. At long last we have the credibility that may have been lacking a few years back. This supplement about Brussels as an association congress destination says it all. Brussels’ future is shining with glitter. And this is just a beginning.
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W W W. V I S I T B R U S S E L S . B E
> ABOUT BRUSSELS
Visiting Brussels
A surprising discovery Brussels is the capital of 500 million Europeans - an exciting, cosmopolitan city where congress tourism is a real pleasure and leisure can be a surprising discovery. Its great diversity makes it attractive and unique. As a conference destination, it’s on the map as never before. Brussels
Brussels is a city in which everyone feels at home because it is a city-region which has the ability to adapt to its visitors. Whatever the season and however long or short your stay, there is always something happening: a cultural event, a festival, an activity with fine food, a sporting occasion, and much more.
The next step in the discovery process is when we feel Brussels’ art de vivre: a magical mix of contagious energy with a touch of surrealism, giving us a fresh view of things, warm human contact and a dose of good humour.
Most of its visitors start discovering Brussels through the golden facades of the GrandPlace, the arabesque ironwork of its Art Nouveau buildings, the comic strip heroes decorating its gables, the glittering spheres of the Atomium and the majestic splendour of Mont des Arts. Then they discover the omnipresent creativity of Brussels, renowned the world over for its fine cooks and painters. This creativity is found everywhere in the capital: displayed in its fashion and design, expressed in its film, music, dance and opera, and savoured in the delicate softness of its chocolate and character of its many beers.
At the crossroads of routes that bridge the continent, Brussels is easy to access. Its airport receives more than 200 direct flights from 66 countries and the high-speed train network brings London, Paris, Amsterdam and Cologne to within less than 2 hours of travel. Once in Brussels, everything is so near that walking is often the best way. And for those who want to discover this discrete and sometimes mysterious city, there is a large, inexpensive network of public transport.
Easy access and accommodation
Brussels is universally recognised for its position in the forefront of change, its open
mindedness and its creative energy. Here ideas are shared and developed, projects take shape and problems find solutions, or at least take a direction towards resolution. Here the decisions that build tomorrow are taken. It is no coincidence that Brussels has the highest density of international association headquarters, press correspondents and lobbyists, because it offers all the ingredients for success. The city is also ranked #1 European city for congresses according to the Union of International Associations (UIA). As the conference city par excellence, Brussels has a variety of international branded hotels as well as some unique family owned boutique hotels. All in all, more than 18,000 rooms are available, in more than 150 hotels, all connected with the major conference venues by public transport. Even the smallest convention district in Brussels has more than 1,500 rooms to offer to accommodate the attendees of your event!
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> ABOUT BRUSSELS naie
e la Mon
d Théâtre
Villa Empain
A selection of venues…
high-profile forthcoming events in Brussels Tour & Taxis
Egmont Palace
+ JCI World Congress 2011 5,000 pax 1-5 November 2011 Brussels Expo + European Wound Management Association 2011 2,000 pax 25-27 May 2011 SQUARE Brussels + XXIIIrd Congress of the International Society of Biomechanics 1,200 pax 3-7 July 2011 University of Brussels + EACS Congress 2013 3,500 pax 16-19 October 2013 SQUARE Brussels + Parliament of the World’s Religion 10,000 pax 2014
Palais Royal
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First and foremost is the NEO project. Last September, the city of Brussels appointed the chief town planner in charge of operating what is now known as the reorganization of the Heysel plateau on the outskirts of the city. The plans include an international congress centre, a shopping mall, an entertainment hall with 15,000 seats. Brussels and the chief town planner, in association with the Brussels Region, are now going to plan the finale schedule of the project, which would make Brussels THE conference city a few years from now. By 2012, the city also plans to have no less than 20,000 hotel rooms. Doesn’t this say it all? In terms of big numbers, Brussels has nothing to blush about. In addition to SQUARE and Brussels Expo (read more about this on pages 10 and 11), Tour & Taxis has been the reference point for over five years now. One of the famous buildings on the premises, the Sheds, used to be used for merchandise in transit coming from the Belgian colonies. With 17,000 m2 of modular space, it offers today a multitude of configurations and is definitely one of a kind, easily accommodating 4,000 people in one of the sheds. MOOF Museum is a magical and amazing place entirely based on a scenic and exclusive approach of comics trips, the ninth art. Here can you discover original comic strips’ drawings and characters in 3D. The good news is that floor space can be rent for a total of 1,100 m2 on 4 levels, for up to
Brussels Convention Bureau at VisitBrussels Brussels Convention Bureau teams up with key local partners to offer the most professional range of services to ensure the success of any meetings. They can be asked for free, independent advice on the venues, accommodation, social events, destination and support services. They help you plan more efficiently, using all-inclusive site inspections, customized destination approaches, access to marketing material and contact with public authorities for receptions in historical venues. While they’re here, your guests will feel welcome with a dedicated congress welcome desk at the airport and the international train station (Midi Station) and your own visitor information desk at the congress venue. With the Brussels Card, your guests can benefit from unlimited use of public transport, free access to museums and discounts for shopping.
Park Inn Brussels Midi Thon Hotel
The Hotel
2,000 people for cocktails and 600 seated. As from 1 May 2011, Moof Museum is also in charge of hiring out the new Gallery Horta, near the Grand Place, whose maximum capacity is 1,200 pax.
the dialogue between the cultures of the Far East and the West, Villa Empain can also be especially hired for private use and host upmarket cocktail parties and gala dinners for up to 200 people.
The Egg, whose name says it all, is another addition to VisitBrussels’ diversified portfolio of unusual venues. A cultural centre where companies, associations, galleries are headquartered near the Midi train station, its fascinating design made of glass and steel accommodates events for up to 1,100 people. Self-branded as an ‘incubator for innovation’, it’s an inspiring place where economics and creativity interact, in short the perfect place for a meeting!
… and hotels
Built in the 16th century in the famous Sablon district, Egmont Palace, a beautiful mansion with dramatic interiors, was transformed in the 17th century by the family of the Princes of Arenberg. Many famous people have stayed there, including Louis XV, Jean-Baptiste Rousseau and Voltaire. Its prestigious setting is used for important international conferences for up to 450 people in its stunning auditorium. Last but not least is the Villa Empain, this Art Deco gem in the popular Ixelles district which has been brought back to life by an impressive restoration work carried out by the Boghossian Foundation. Its valuable wood panelling, the wrought ironwork and the mirrored marble have indeed been restored to their full splendour. Dedicated to
In terms of accommodation, let me just mention three hotels. The newly built Park Inn Brussels Midi by Rezidor Hotel Group is located adjacent to the Gare du Midi train station, and offers 142 colorful ad modern guest rooms spread over 7 floors. Catering for the meetings and events clients, the hotel also boasts highly functional meeting rooms, spread over 207 m2 and capacity of up to 125 persons. The Hotel is situated in Brussels’ most exclusive shopping area and within waking distance from Sablon and Grand’Place, and offers the ideal location for meetings, in one of its 20 meeting rooms and for up to 500 delegates. Featuring 433 rooms, the facility also boasts the city’s highest meeting room, overlooking the European capital. In the second quarter of 2012 Thon Hotels will open Thon Hotel EU in Brussels. The hotel will be very close to the city’s EU quarter, within short walking distance of all EU institutions. It will be a 4-star hotel offering 405 modern rooms and 30 apartments for short and long term rental. The hotel will offer comprehensive meeting and conference facilities, with 15 meeting rooms, the largest of which will have a maximum capacity of 300 delegates.
Moof Museum
Contact Elisabeth Van Ingelgem Meetings & Conventions Manager Brussels Convention Bureau T: +32 (0)2 549 50 51 e.vaningelgem@visitbrussels.be www.visitbrussels.be
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A new vision for Brussels
Interview with Hervé Bosquet, Director of Brussels Convention Bureau
Parc du Cinquantenaire
t Hervé Bosque
n of Brussels The perceptio ative, tr as an adminis wn has to bureaucratic used to be t a h W . d s change eaknesses ha w s a d e iv e rc e p - it ur strengths o e m co e b w no ot lish of us to n would be foo dimension is accentuate th
Long live VisitBrussels! After years of BI-TC (Brussels International Tourism and Congress), Brussels’ Tourist Board has been rebranded and a new, unified message has been sent out to the meetings industry. Hervé Bosquet, Director of Brussels Convention Bureau at VisitBrussels, explains Brussels’ new strategy towards the industry in general and international associations in particular. HQ: Can you explain Brussel’s new international strategy? What is the new vision the European capital has developed? Hervé Bosquet: With Brussels second in the UIA (Union of International Association) statistics, it’s finally on the map on a world level. In terms of number of meetings, the Belgian capital is first in Europe and second in the world. We have to strengthen this position by emphasizing the fact that everything happens in Brussels. The perception of Brussels as an administrative, bureaucratic town has changed. What used to be perceived as weaknesses has now become our strengths - it would be foolish of us to not accentuate this dimension. We’re the capital of 500 million Europeans - it’s exactly what differentiates
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us from other destinations. Why hide the presence of institutions? Why not say that Brussels has the most headquarters of international associations? This is our main asset, and we have to build on that. HQ: A new alliance with Washington, DC, just saw the light of day. Can you tell us more about it? What are exactly your intentions concerning this partnership? Hervé Bosquet: We just announced it at EMIF, the European meetings fair: Brussels and Washington have formed an alliance that supports member destinations, that is where policies are determined and voted and in which numerous global and regional institutions and associations have established their
headquarters. The Alliance will focus on promoting the member destinations to the decision makers and the meeting professionals worldwide. The Alliance will operate under the name ‘Power Cities’ with the baseline ‘A Capital-to-Capital Connection’ - it refers to the member cities status as world capitals for institutions and association headquarters in the key growth areas in the world. HQ: So this ‘Power Cities’ is like an umbrella designating what makes Brussels - and Washington in this case - special… Hervé Bosquet: Exactly. This Alliance was only a natural thing to do. The presence of the European Union, NATO, the offices of more than 2,000 international associations,
> INTERVIEW 15,000 lobbyists, more than 1,000 press correspondents, regular summits of the 27 heads of state, as well as the many facilities such as the AISBL status, good universities, hospitals, its central geographical position, the accessibility, the professional services and the presence of the FAIB (Federation of European and International Associations established in Belgium) contribute to the attraction of Brussels. In that way, Washington, DC, resembles us, and coming together just made sense. This Alliance will help opening up even more on the international market - for both destinations, where everything happens, where important decisions are made on a daily basis.
association executive - and there’s no better place than Brussels to do that. We’re still in the early stages of this project, but we’ll definitely get there sooner than later.
HQ: But what does this mean in practical terms? Hervé Bosquet: It’s basically all about a joint promotion focusing on what makes us different. And to do that, we’re also thinking of setting up a one-stop shop for associations wanting to establish their headquarters in Brussels. We just had a roundtable on that topic at the last ESAE Congress at EMIF, with representatives from ESAE (European Society of Association Executives), FAIB, and UIA. We feel it’s high time we did something to facilitate the life of associations in Brussels, otherwise they will go establish themselves somewhere else. The idea is to build an association community, to share experiences on a CEO level, and to emphasize for the need of education by promoting the status of
HQ: Last but not least question, we have to ask you about your favorite thing about Brussels, because it’s a supplement about Brussels as a destination after all! Hervé Bosquet: Brussels is constantly on the move. The city holds many surprises in store for its visitors. It is an avant-garde place, at the forefront of world politics, creativity and technology, making it a perfect city for holding meetings and events. I take pride in Brussels’ splendor and past; it has made it a city standing at the crossroads of European cultures since the 15th century. We cultivate a tradition of openness and hospitality with human warmth that is increasingly going to make the difference for world travelers. There is always something happening here, and our visitors truly love it!
HQ: We feel Brussels is now sending out a unified message to the world, which was not necessarily the case before. Hervé Bosquet: That’s correct. There’s no more fighting to know who should represents Brussels and why. We want, we ‘sell’ the same product so we have to work together hand in hand, it’s no good for anybody to be working on their own. The branding VisitBrussels came at the right time - it’s saying we’re working on complementarities, not differences.
Parc Royal
Grand Place
Meet Destination DC Destination DC serves as the lead organization to successfully manage and market Washington, DC as a premier global convention, tourism and special events destination, with a special emphasis on the arts, cultural and historical communities. Elliott L. Ferguson II, President and CEO, and Claire Etches, International Convention - Sales Manager, came to EMIF to formalize the now-famous Alliance with Brussels. As the capital of the United States, the home of of all three branches of the U.S. federal government with thousands of lobbyists, the prominent centre for national and international media, and the headquarters of many domestic and international associations, Washington, DC resembles Brussels in more ways than not. Elliott L. Ferguson II says: ‘Washington, DC and Brussels are similar in many different ways. We’re the capital of the US, Brussels is the capital of Europe - we tend to promote the cities very similarly. To us, this Alliance just made sense, and with Hervé, there has immediately been a great synergy going on, we’re definitely on the same page. I’m sure we’ll achieve great things with this partnership, and - why not? - extend it to new members in the future…’ As a congress destination opening up to international delegates, Washington, DC has a lot to offer. Home to some of the most recognizable monuments and buildings in the world, with more than 9,000 hotel rooms, the city endless opportunities for meeting and event planning. From the 2.3-millionsquare-foot Walter E. Washington Convention Center to chic restaurants and unique venues within the various museums of the Smithsonian Institution, a plethora of meeting and event facilities await in the nation’s capital. Washington, DC is also home to more than 150 embassies, chancelleries and diplomatic residencies - many of which are available for private events.
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> brussels e x po
Adapted to all possible organizer requirements and needs, Brussels Expo is Belgium’s biggest exhibition centre. It’s also well suited for any association conference, especially the bigger ones, as it reflects the enthusiasm and the energy of the capital of Europe.
Brussels Expo the hard facts + + + + + + +
Maximum capacity (concert style): 1,860 Maximum capacity (banquet style): 700 13 conference rooms for up to 180 pax theatre style 115,000 m2 of exhibition space 12 halls 10 minutes from the city centre and the airport 12,500 parking spots
With 115,000 m2 of modular space and 12 exhibition halls, Brussels Expo dates back to the 1935 World Expo. Combining impressive Art Deco architecture Denis Delforge with state-of-the-art services, it resembles no other venues when it comes to getting together. There you can meet in the shadow of the world-famous Atomium and even go on a revigorating stroll in the nearby park between sessions. With its vast registration zone, exhibition areas, rooms for plenary meetings and breakout sessions, restaurants, meeting corners, reading rooms and more, Brussels Expo can meet any requirement. Amongst its permanent, fully-equipped rooms, the fascinating venue has auditoriums of 1,860 and 400 seats and 12 rooms for 50 to 180 persons. All types of complementary infrastructure can be specially built for you. Denis
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Brussels Expo
Brussels Expo Meeting near the Atomium Delforge, Director of Brussels Expo, says: ‘Flexibility and adaptability are the key words. Each available space are extremely modular according to the client’s budget, size and type of event. That’s definitely Brussels Expo’s main asset.’ The venue has enormous experience of extra-large congresses and international fairs. Regular satisfied clients include ICT, European Research, ECR, Intensive Care, European Seafood, Labelexpo and CINP. A special coordinator dedicated to your event will always be on site as the single point of contact between you and all the logistical services: catering, security, cleaning, sanitary, cloakroom and all types of power connections. All these services are top quality and delivered at prices which cannot be beaten in Europe. Denis Delforge insists on ‘the professionalism and dedication of Brussels Expo’s teams.’ He explains: ‘Last year, with the eruption of the Icelandic volcano, organizers of a major international event couldn’t make it to Brussels. A team had to be set up in a heartbeat and, in
the end, the conference took place flawlessly, to everybody’s satisfaction. This cleary shows how reactive and efficient people working at Brussels Expo can be.’ Brussels Expo is only 20 minutes by metro from the city centre. Alternatively, for those arriving by car there are 12,500 parking places and 3 hotels within walking distance. 14,000 additional hotel rooms cover the capital. Combined with Brussels’ attractiveness after all the success of an event is not solely due to a venue, but to a destination as a whole -, Brussels Expo seems to be the ideal place to be. But as Denis Delforge says, it’s all part of a bigger plan: ‘As a leading force in the meetings industry, Brussels Expo has always been involved in the bigger picture to make Brussels a great meetings destination, together with the many players in the city. Only this way can we remain competitive and this is essential to Brussels’ meeting success story!’ www.brusselsexpo.be
> square SQUARE
SQUARE, where the world meets Ideally located on the Monts des Arts, Brussel’s historic and cultural heart, and just a few steps away from the European institutions, SQUARE – BRUSSELS MEETING CENTRE is where the world meets in a contemporary, refined setting.
Highly flexible, offering state-of-the-art infrastructure, SQUARE reopened in September 2009 in a array of firework and acrobats, after a top-to-bottom refurbishment, which gave design and atmosphere pride of place. With 13,000 m2 of meeting space, SQUARE’s flexibility is almost unheard of. The venue can cater to any kind of events, whether it be association congresses, seminars and meetings of any kind. Its biggest auditorium seats up to 1,200 people, thanks to adaptable staging solutions. And with Bozar right next door and connected to SQUARE by an underground tunnel, this capacity flies up to an additional 2,200 seats. At walking distance from major hotels and just 10 minutes from Brussels airport by train, SQUARE is at the very heart of Europe. Ariane Deguelle, member of the board at GL Events Belgium, says: ‘SQUARE’s location is ideal, it’s at the very heart of everything. From here, delegates can basically do everything by foot. But SQUARE has many other assets as well, among which its great technology. Our unique integrated optic fiber infrastructure make webstreaming possible anywhere in the venue, without undermining sound or image quality. Conference organizers love that, especially when videoconference is involved: SQUARE is like a huge state-of-the-art TV studio.’ Since its opening in September 2009, SQUARE – BRUSSELS MEETINGS CENTRE organized more than 315 events of all shapes
Ariane Deguelle
We don’t work on our own. We’re part of a big team promoting Brussels as a whole. Our role is to encourage associations to hold their events in Brussels, at SQUARE, because it makes sense for them to do so here
and sizes. The last three months of 2010 were particularly successful, partly thanks to the Belgian presidency of the European Union. When it comes to international associations, SQUARE serves as an entrusted advisor. Ariane explains: ‘We don’t work on our own. We’re part of a big team promoting Brussels as a whole. Our role is to encourage associations to hold their events in Brussels, at SQUARE, because it makes sense for them to do so here. We’re able to provide a platform where their voice can be heard like nowhere else in the world. That’s why we work so closely and constantly liaise with our local ambassadors.’ In the near past, SQUARE hosted many events the meetings industry has recognized as prestigious, among which the Asia-Europe Meeting (ASEM), the 2011 Energy Efficiency Global Forum and the International Symposium on intensive Care and Emergency Medicine (ISICEM). Ariane says: ‘Beyond those events, it’s the human factor we like to
emphasize. GL events, which runs SQUARE, has an ambitious human resources strategy and we’re doing the utmost to translate it into reality. It’s our goal most of us become Certified Meeting Professionnals (CMP) and that says a lot about SQUARE living up to international standards.’ www.square-brussels.com
SQUARE, the hard facts + Location: city centre + Number of auditoriums: 4 (150 to 1,200 seats) + 3 (212 to 2,200 in next-door Bozar) + 4,000 m2 of exhibition space + 23 breakout rooms + Panoramic Hall: 581 m2 + International airport: 15 minutes away by train + Metro, tram, buses and taxis: less than 5 minutes away + 6,000 hotel rooms at walking distance + Surrounded by 11 national museums
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EMPOWER YOUR EVENTS
13.000m² for empowered events, right in the heart of Brussels. SQUARE-BRUSSELS.COM POWERED BY