The move is part of a wider strategy by the meeting and event venue provider to create a stronger distinction between its locations, with Convene as a premium lifestyle brand best suited for large, highly experiential events, and etc.venues as an accessible lifestyle brand ideal for small meetings and corporate trainings.
Convene acquired etc.venues a year ago, expanding its UK presence and adding 16 new venues to its portfolio.
To align with the updated brand segmentation, 810 Seventh Avenue in New York City will be launching as a Convene location in February 2024, 155 Bishopsgate and 133 Houndsditch in London will be launching as Convene locations in April 2024, and 360 Madison Avenue in New York City will be launching as a Convene location in late 2024.
Changes to all four locations include signage updates and the addition of standard Convene offerings such as snack and beverage stations, office supplies in each meeting room, and toiletries in each bathroom.
Additional changes will also be made to each location, ranging from new lighting and furniture and aesthetic updates including fresh paint, wallpaper and artwork, to network replacement.
“The acquisition of etc.venues in early 2023 was a strategic move that allowed Convene to expand its ability to serve clients in more places and new ways. We are now thoughtfully and intentionally segmenting the recently formed Convene portfolio of brands to better represent the two distinct offerings,” said James Frankis, vice president of product at Convene.
“Various event types have different requirements and budgets therefore we want to empower our joint client base to more easily distinguish whether etc.venues or Convene is best suited for their needs.”
micebook EXPO is taking place at Convene at 22 Bishopsgate next week (29-30 January 2024) – find out more and register to attend now.