Mention Monaco to anyone and you are guaranteed to present them with an image of decadence, opulence and elitism.
Monte Carlo streets lined with cars most couldn’t afford with a fresh mortgage on their house; sharp-suited types departing casinos in the early hours heavy of heart and lighter of pocket; quayside strolls alongside impenetrable yachts; Formula 1 fans, large sunglasses, small dogs and gleaming jewellery. It’s an image recognised and celebrated the world over.
Monaco benefits from a universal brand awareness unlike almost any destination its size.
Today this identity remains unchanged, but the pitch that reaches agencies, event organisers and high profile corporates is a new one. Repositioning and a new strategy for appealing to international event organisers was an inevitable development.
The principality’s reputation as a place for exhibitions and events, which include the international clubbing show MICS and of course the Monaco Yacht Show, took a tumble once the global financial crisis took hold in Europe and beyond.
Europe’s most lavish location, a tax haven at a time when shareholders were unlikely to see positive return on their own investment, had become less fashionable than it once was.
Monaco Convention Bureau has had its work cut out, but with a clever piece of campaigning aimed at overcoming negative stereotypes by twisting clichés around to reposition its brand, the principality is vying for the attention of international event organisers as never before.
For larger events, organisers should really be considering the Grimaldi Forum on the seafront and, further east, the Sporting venue.
The former is home to exhibitions including the annual MICS international clubbing and DJ show, and a host of conferences. It prides itself on its green credentials and with clever initiatives such as cooling itself using the seawater that flows beneath it, makes a strong argument for being the principality’s most sustainable venue.
Almost 9,500 visitors attended MICS last year to discover the latest products and trends presented by 85 exhibitors. Visitor numbers may have been 13 per cent down on those seen in 2013, but the show continues to draw an international crowd.
Three quarters of the audience comes from France, followed by Italy and Spain, United Kingdom, Germany, Swiss and Belgium, and the show benefits from strong industry connections.
“MICS is the only exhibition dedicated to professional having a BtoB program which created meeting and encourage the business. There is also a rich conference program, which tried to answer to the industry query,” says Pierre Chambon, director of nightlife establishments at UMIH.
Just under two-thirds of MICS’ audience comprises owners or managers of venues (club, bar, beach club, hotels and restaurant) and now it is experiencing an increase of bartenders thanks to its Grey Goose bartending master class.
The Sporting event space is also capable of providing for larger groups, flanked on one side by the Monte Carlo Bay hotel and on the other by the Meridien Beach, a modern, funky post-renovation hotel built on the eastern stretch of Monaco’s seafront.
This provides accommodation and further event space for delegates or attendees, and while they do not share a single owner, the hotels work together to help create a proposition for the organisers.
In November, the Monte Carlo Bay was host to a fortnight-long General Motors car launch for the new Corsa.
Understandably, there are only two three-star hotels, the Columbus, situated in one of the city’s quiet areas, with a view over the smaller harbour.
The recently-opened Novotel on the other side of Monaco stretches the definition of three-star, with an outdoor swimming pool, designer furniture and elevated mezzanine bar, is the only other one in the city.
The Hermitage is perhaps Monaco’s most exuberant location for smaller business events, opening nights and gala dinners.
Owned and operated by SBM, this belle époque structure in the centre of town can accommodate up to 400 for conferences, but mostly appeals to groups of 30-40 for senior sales incentives and suchlike.
Similar company is kept by the Metropole, a renaissance-style five-star hotel on the other side of the park, near to the Hotel de Paris and its famous casino. With rooms designed by Phillipe Starck, Karl Lagerfeld and Jack Garcia, the hotel offers two main rooms for small exhibitions and the Odyssey pool room offers modern surroundings for cocktails, again with outdoor space.
Alternatively, sitting in one of Monaco’s most prominent locations, overlooking the harbour and position on the outside of the famous Monaco GP hairpin, directly above the famous slow right bend tunnel, the Fairmont Monte Carlo is home to a casino, the Peruvian Asian restaurant Nobu, and more event space.
Given the city’s small size and popularity with rich vacationers, the months of November to March are optimum for exhibition business. Flight prices are lower and hotel occupancy down.
While Monaco will never be known as a low-cost destination, it continues to offer a distinct proposition for events of a certain profile at rates that the local convention bureau is determined to make compelling.
There is very little passing trade, and the principality is dependent of attracting people who wish to see Monaco.
While is sits among the elite and high-end destinations, it needs to make a competitive offer if it is to win visitors. And if the marketing is to be believed, it seems that today it has indeed repackaged a proven product.
This article was first published in issue 1/4 2015 of EW. Any comments? Email Rebecca Shahoud
