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Published on March 18, 2008

"We have a limited area, yet we have other facilities that create added value, including 16 theatres, fine restaurants and small-event halls. We believe the hall should be the place for events targeting niche consumers, including niche exhibitions, conferences, product launches, banquets and entertainment shows," said Royal Paragon Hall general manager Arun Theng.

Royal Paragon Hall officers have attended foreign roadshows, particularly in Europe and the US, in cooperation with the Thailand Convention and Exhibition Bureau. The goal was to set up an e-service project in a bid to attract more international events.

It now expects international events to account for 40 per cent of its annual bookings, up from 20 per cent now. For the past two years, the hall has been a location for mid-sized local and international shows, including exhibitions and entertainment events.

 Through this experience, the company has learned which events it should focus on. Many organisers have also staged events in the hall to "see if they fit".

"Spending on international events is 10-15-per-cent higher than for local events," Arun said.

The marketing budget for Royal Paragon Hall this year equals 8 per cent of expected revenue. Last year, its revenue was Bt100 million, or annualised growth of 20 per cent. This year, it has targeted 30-per-cent growth.

Nitida Asawanipont

The Nation