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  • Writer's pictureJohnson Consulting

Detroit Metro Convention and Visitors Bureau


Detroit, Michigan


  • Regional Facility and Tourism Analysis

  • DMCVB serves three counties and needs to serve each county fairly ƒ

  • Downtown Detroit has several dilemmas in terms of attractions ƒ

  • Exploitation of the suburban convention center opportunity was seen as one way to increase market penetration. ƒ

  • Economic and fiscal impact analysis ƒ

  • Economic strategy development


The Detroit Metro Convention and Visitors Bureau (DMCVB) engaged Johnson Consulting to analyze ways to increase penetration of the convention and tradeshow markets in the Detroit metro area. The purpose of the study was to identify a strategy that will optimize the market potential and economic impact of the meetings industry on the region.

Johnson Consulting confirmed that the Detroit metro area’s current position in the national, state, and regional meetings market is poor. The study developed a recommendation for the regional facility strategy. The analysis recommended immediate development of a large ballroom at Cobo Hall and a subsequent expansion of the facility by 2008. Additionally, recommendations were made to improve the fairgrounds for consumer shows and more equestrian events.

Johnson Consulting’s study included an economic overview, analysis of the meetings industry and its implications for the Detroit area, assessment of Detroit’s and peer cities position and competitiveness in the market, and development of a regional facility strategy. The Consulting Team also developed a feasibility analysis for a prototype, suburban convention facility, which includes a recommendation for an 80,000 square foot exhibit hall, a 25,000 square foot ballroom and substantial meeting space, five-year projections of demand and operating statements, and an analysis of economic, fiscal, and construction impacts of the facility.

We later worked with the Mayor-appointed Tourism Economic Development Council to execute the strategies that were developed in our analyses.

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