Venue Research Institute

Venue Research Plan

 Back to IAAM.org

Tier 1
Includes basic data to show big picture measurables, such as: overall attendance, venue size, gross revenue, gross expenses, and number of employees. Tier 1 participation and results are free to members. Tier 1 must be completed in order to participate in Tier 2.

Tier 2
Allowing for more specific benchmarking, will include: event activity, occupancy rates, revenue and expense details, policies, outsourcing. Tier 2 participation and results are free to members. Tier 1 must be completed in order to participate in Tier 2.

Tier 3
Offered through the VRI “Research Partners,” and will include detailed and comprehensive metrics for comparison and operational improvement. The VRI “Research Partners” are tasked with creating customized benchmarking research for each of three sectors and will include Annual Reports released in conjunction with the Sector Specialty Meetings. The fee for participating is a sliding scale based on your budget size. Tier 1 must be completed in order to participate in Tier 3.

IAAM's Venue Research Institute (VRI)
The long term strategy of the Venue Research Institute includes not only benchmarking venues but also measuring the scope and impact of the public venue industry worldwide, identifying economic impact, as well as incentivizing and distributing primary empirical research. The International Association of Assembly Managers (IAAM) created the Venue Research Institute (VRI) to act as a clearinghouse of venue industry research. This initiative was developed based on feedback from the membership identifying a strong need to collect and compile research and data. The IAAM Foundation awarded a research grant to the VRI to develop a strategy and methodology for collecting and delivering research to IAAM's members. For more information about the Venue Research Institute, click here.

Participating in the Research Initiative
Participation from IAAM members is crucial to creating a comprehensive database of information points for the use of members and the association to accurately represent the industry.

Three ‘tiers' of information have been identified and members are encouraged to participate in all three.

Tier 1: includes basic data to show big picture measurables, such as: overall attendance, venue size, gross revenue, gross expenses, and number of employees. Tier 1 participation and results are free to members.
Click here to participate.


Tier 2: allowing for more specific benchmarking, will include: event activity, occupancy rates, revenue and expense details, policies, outsourcing. Tier 2 participation and results are free to members.


Tier 3: offered through the VRI “Research Partners,” and will include detailed and comprehensive metrics for comparison and operational improvement. The VRI “Research Partners” are tasked with creating customized benchmarking research for each of three sectors and will include Annual Reports released in conjunction with the Sector Specialty Meetings. The fee for participating is a sliding scale based on your budget size.

AMS Planning & Research Corp. Performing Arts sector Research Partner. Click here to learn more about Tier 3 for Performing Arts Centers, also known as PAC Stats.

HVS Convention, Sports & Entertainment Facilities Consulting will provide benchmarking data for the Convention Centers/Exhibit Halls sector. Forthcoming.

Convention, Sports & Leisure International will provide benchmarking data for the Arenas and Stadiums sector. Forthcoming.

Membership in IAAM
Click here for the application for becoming an IAAM member to participate in this exciting VRI initiative.