[News] VM Consulting CEO David Lee Presents BSL Research Paper on “Unique Venue Competitiveness Framework” at Korea Exhibition Conference

Recognized as a timely study reflecting the global trend of transforming entire cities into business event destinations

David Lee, CEO of VM Consulting and Adjunct Professor in the Department of MICE at Hallym University, presented his second academic research paper based on his DBA studies at Business School Lausanne (BSL) during the 2026 Korea Academy of International Trade & Exhibition Policy Forum and Spring Conference held at OSCO in Cheongju on May 22.

The title of the paper was:“Applying the Unique Venue Competitiveness Framework: A Multiple Case Study of Business Event Activation in South Korea.”

The research analyzed how competitiveness is created and activated within Korea’s leading unique venues through business events. In particular, the study focused on the growing global MICE trend of moving beyond traditional convention center-based models toward utilizing entire cities as integrated business event platforms.

Through multiple case studies, the paper highlighted that the competitiveness of unique venues is shaped not only by the physical characteristics of the space itself, but also by strategic event programming, connections with urban and cultural content, and the activation capabilities of venue operators and stakeholders.

The presentation was attended by exhibition organizers, convention center professionals, and professors and researchers from the MICE industry. Participants described the research as “a highly timely study that reflects the emerging global trend of utilizing entire cities as business event spaces.”

During the session, David Lee stated,“Business events are no longer confined to convention facilities alone. They are evolving into integrated urban experiences connected with culture, tourism, and local content.”

He further emphasized that“Unique venues should evolve beyond simple rental spaces into strategic business platforms that connect city branding, industries, and business ecosystems.”

Meanwhile, Lee continues his research in the fields of unique venues and business events through the DBA program at Business School Lausanne (BSL), while also actively engaging in consulting, lecturing, and advisory projects related to unique venue strategy, exhibition marketing, convention centers, and urban MICE competitiveness in Korea and abroad.

(C)VM Consulting