[News] VM Consulting Launches Seongnam Unique Venue Competitiveness Project
- 6월 16일
- 2분 분량
From Individual Venues to a City-wide MICE Platform
June 15, 2026
VM Consulting, a South Korea-based consulting firm specializing in exhibitions, business events, and unique venue development, has officially launched a three-month project to strengthen the competitiveness of unique venues in Seongnam City and enhance their role in the business events ecosystem.
The project is designed to support Seongnam’s long-term vision of becoming a leading MICE destination ahead of the development of the Baekhyeon MICE Complex, one of the city’s major future convention and business event infrastructure projects.
As the global MICE industry continues to evolve, leading destinations are moving beyond traditional convention center models and embracing city-wide event ecosystems. Museums, cultural facilities, parks, innovation hubs, and other unique venues are increasingly being integrated into business event strategies to create richer participant experiences and stronger destination competitiveness.
Through this project, VM Consulting will conduct on-site assessments and stakeholder interviews across 17 unique venues throughout Seongnam City, evaluating their event readiness, operational capabilities, content potential, marketing strategies, and overall competitiveness.
The project consists of three phases.
The first phase focuses on venue diagnosis and competitiveness assessment through site visits and in-depth interviews.
The second phase involves advanced consulting for selected venues with strong development potential. Customized business event models and activation strategies will be developed based on each venue’s unique characteristics and resources.
The third phase includes a collaborative workshop bringing together venue operators and stakeholders to share best practices, discuss activation strategies, and explore sustainable approaches to venue development and business event hosting.
Unlike traditional venue-focused initiatives, the project emphasizes the transformation of unique spaces into sustainable business event assets capable of creating long-term experiential and economic value.
More importantly, the initiative seeks to establish a foundation for a city-wide MICE platform that can eventually connect the future Baekhyeon MICE Complex with Seongnam’s broader network of unique venues.
“Future MICE competitiveness will no longer be determined by a convention center alone,” said David Lee, CEO of VM Consulting.
“Cities that successfully connect diverse venues, experiences, and local assets into a unified business event ecosystem will have a significant competitive advantage. This project aims to help Seongnam build that foundation before the opening of the Baekhyeon MICE Complex.”
He added, “Our goal is not simply to improve individual venues, but to strengthen Seongnam’s overall capacity to host business events and position the city as a model for city-wide MICE platform development.”
The project also reflects VM Consulting’s ongoing research and practical work in the field of unique venue competitiveness and business event activation. Insights generated through the project are expected to contribute to future destination development strategies both in South Korea and internationally.
About VM Consulting
VM Consulting is a specialized consulting firm focused on exhibitions, conventions, business events, destination development, and unique venue competitiveness. The company provides consulting, training, and strategic advisory services for public organizations, convention bureaus, venue operators, and businesses seeking to strengthen their competitiveness in the global business events industry.
(C)VM Consulting
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