ACC Liverpool has been open for 15 years, and while it’s hosted a lot of large complex international events in that time, one event this year topped the lot: Eurovision.

“It’s the biggest event we’ve ever had at the venue,” says Faye Dyer MD of ACC Liverpool.

The annual song contest, hosted on behalf of Ukraine, was a five week build – to put that into context, a typical event build in the arena is two days. I was lucky enough to attend one of the nine shows in the arena over Eurovision week, and it was obvious just how much it meant to the city to be hosting the event.

“We were absolutely delighted to win the bid, because while we know that we are very capable and confident, that spoke volumes in terms of that trust and that credible reputation that we’ve built up,” says Dyer. “This really cements Brand Liverpool’s reputation.”

A year ago ACC Liverpool launched a strategic plan, and now Eurovision is allowing the venue to use that as a springboard for something more legacy-based.

“Whether that’s around people, sustainability, what legacy means to the communities: it’s really provided the opportunity to accelerate those long-term plans that we already had in place,” says Dyer.

Dyer has been at ACC Liverpool for two years now, and the ambition and versatility of the venue has been on full display in that time. Think of the Events Research Programme – the first post-Covid business event in the UK, which was the start of a new chapter in terms of the scale of the venue’s ambition. That helped the bid for Eurovision, which is another stepping stone that Dyer plans to build on.

“The key things that we want to focus on as a business and as a city are around people,” she says. “How are we going to recruit and deal with the skills gap that we’ve got? Eurovision is allowing us to reach a new generation of people through partnerships like TikTok and really getting people to see back of stage.

“It allows people to see that as well as being a really exciting industry to work in, it’s also really pivotal work. They can see the impact that major events have, the impact it has on the community, educational programmes, access to culture for local people, as well as the economic impact that an event like this has. It’s not just about Liverpool, it’s about what we’re trying to do for the events industry.”

Could one of Eurovision’s key legacies therefore be its impact on winning wider support and recognition for the UK events sector? Dyer certainly believes so.

“Looking back to the start of the pandemic, we really struggled to get the government to understand the impact of major events – it's not always easy to quantify that on a piece of paper,” she says. “Eurovision is almost like experiential learning in some ways, you come here and you can see it, you can feel it, you can observe it and start to really understand the power of major events.

“There’s a much greater understanding now of what major events are all about. Whether it’s community legacy or as an inward investment showcase, Eurovision has been a really powerful showacse, not just for Liverpool but for the UK plc perspective.”

ACC Liverpool is continuing to work on reducing its carbon footprint, replacing all hot water boilers with heat pumps and is well on the way to becoming a gas-free site. The venue also launched a social value plan just over 12 months ago as well as working with its partners to make sure its at the forefront of emerging technology.

Dyer sums up the venue’s priorities. “Sustainability, social value, technology, placemaking and recognising that as an anchor venue for the visitor economy, we’ve also got a really big role to play in the wider economy in the city region,” she says. “And we are really stepping up to that as a business.”

Earlier this year, ACC Liverpool became the first venue in England to create a legacy toolkit for event organisers.

The idea is to encourage planners to consider more long-term positive impacts and outcomes for events taking place in the city. For example, the venue can connect clients to local ‘Legacy Champions’ from a wide range of specialisms, particularly through the city’s ambassador network – Club Liverpool – to align with their own organisation and event objectives.

Diabetes UK has held its annual conference at ACC Liverpool four times, most recently in April this year. During its event in March 2019, the charity unveiled the initial findings of the DiRECT (Diabetes Remission Clinical Trial) study, which showed that a low-calorie weight loss programme can help some people put their type 2 diabetes into remission. The study has since inspired the NHS’ low-calorie diet programme.

An Insider event was also held in the venue the day after conference ended, aimed at adults living with the condition or the parents of children with diabetes offering the opportunity to connect with the wider diabetes community across the North West and further afield.

This year, Diabetes UK again worked with ACC Liverpool to raise awareness of the condition across the city and beyond.

Clare Howarth, head of the north of England at Diabetes UK, said: “This opportunity will help us to reach more people across the Liverpool City Region and beyond to highlight the realities of living with diabetes and its impact on our communities across the north of England, supporting us in our aim of creating a world where diabetes can do no harm.”

Major international organisations are returning to Liverpool post-pandemic, with ACC Liverpool having hosted the European Calcified Tissue Society and the European Society of Pediatric Otorhinolaryngology (ESPO) already this year and the Royal College of Psychiatrists International Congress taking place this month.

The city’s Club Liverpool Ambassador Programme, a network of Liverpool academics and professionals who volunteer their time to help bid for conferences to bring economic growth and value to Liverpool City Region, remains a driver of key international conferences.

The programme supported Professor Ray Clarke, president elect of ESPO, who started the bid process to bring the conference to the city in 2014.

Speaking ahead of the conference, Clarke said: “It will be the first time we’ve met face to face in five years. We have received huge support from the city, Club Liverpool and ACC Liverpool to finally get us to this stage and we are very much looking forward to coming to the city.”

Event organisers receive a package of support, not just from the venue but across the city via Liverpool Convention Bureau which can provide accommodation, delegate welcomes, introductions to business networks and other venues to enhance their event.

Jennifer Jensen, head of business tourism at Marketing Liverpool, said: “International conferences in particular appreciate the citywide support we are able to give. It is about the full city experience – from travel into the city, to welcomes, to accommodation – which sets us apart from other destinations.”

Future international events at ACC Liverpool include the International Conference on Intelligent Systems for Molecular Biology in 2025 and the IRPA European Congress 2026 (International Radiation Protection Association).

Elsewhere across the city, the International Conference on Fluvial Hydraulics (RiverFlow) will take place at Liverpool John Moores University in September 2024.

CASE STUDY

Business travel management company Corporate Travel Management hosted a celebratory CTM All Stars event at INNSiDE Liverpool in February. The four-day conference saw staff given the opportunity to hear talks from guest speakers, meet suppliers and participate in annual staff awards.

INNSiDE Liverpool is in the heart of Liverpool’s commercial district and offers seven adaptable meeting spaces. Named in honour of the building’s past as the home of the Liverpool Echo and Daily Post, INNSiDE Liverpool’s Headline Suite operated as the event's main meeting space. The News Room suite and Editorial room were also used as additional breakout spaces.

The interconnecting accessible spaces allowed delegates freedom to wander from space to space experiencing talks and sessions that were relevant and of interest to them. The Big Idea space was used as a creative breakout room. Designed to inspire guest curiosity, the Big Ideas space is a bright and relaxed breakout room which blends work with play, featuring whiteboard walls, smartboards and team games and much more.

AV technology was supplied by MSP Global, while the CTM conference guests enjoyed bespoke menus from INNSiDE’s Gino D’Acampo Old Hall Street restaurant. Freshly baked goods and Italian coffee were available throughout the mornings followed by a fresh lunch with a signature soup of the day, deli sandwiches and seasonal salads. In the evening, guests enjoyed an Italian-inspired three-course meal.

After a particularly challenging year for the business travel industry following the Covid-19 pandemic, CTM wanted a space where they could celebrate the company’s continued success. Gino D’Acampo’s 360 Sky Bar provided the perfect destination for delegates to relax, unwind and celebrate.

CTM team member Mike Leeson said: “The event was very well organised. It was really impressive work and exceptionally professional. Having a flexible space for breakout sessions really kept everyone stimulated and engaged. The event was really one hell of a bash. It was fun and totally unique.”