--- title: "How Larger, Tech-Forward Venues Create Revenue Opportunities for Associations" id: "61257" type: "post" slug: "how-larger-tech-forward-venues-create-revenue-opportunities-for-associations" published_at: "2024-04-16T21:42:37+00:00" modified_at: "2026-07-11T18:06:34+00:00" url: "https://associationsnow.com/2024/04/16/how-larger-tech-forward-venues-create-revenue-opportunities-for-associations/" markdown_url: "https://associationsnow.com/2024/04/16/how-larger-tech-forward-venues-create-revenue-opportunities-for-associations.md" excerpt: "Attendees want in-person events to be memorable experiences. Here are ways that planners can leverage bigger venues and technology enhancements to their financial advantage." taxonomy_category: - "Business Development" taxonomy_post_tag: - "Associations Now" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Director" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » How Larger, Tech-Forward Venues Create Revenue Opportunities for Associations Part of the Deep Dive[Building Business Savvy](https://associationsnow.com/deep-dives/building-business-savvy-navigating-a-new-landscape/) Association members are willing to show up—and pay up—for immersive experiences, customization, and technology, according to [industry research (opens in a new tab)](https://www.freeman.com/about/press/freeman-launches-new-attendee-intent-and-behavior-trend-report/) , though planners are more likely to opt for simpler executions, creating a disconnect that can be costly. By hosting events in larger-scale, higher-tech venues, however, smart planners have an opportunity to deliver on what attendees want and ultimately drive revenue for their organizations. “That’s quite frankly the quiet goal of most meetings,” said Anthony Cordo, executive vice president of Visit Lauderdale. Cordo oversees the operation of the Greater Fort Lauderdale/Broward County Convention Center in Fort Lauderdale, Florida, which is in the final phase of a [multiyear expansion](https://associationsnow.com/article/how-modern-spaces-can-create-new-revenue-opportunities/) that includes adding more than 525,000 square feet of meeting space and a host of technological upgrades. ### More Space to Sell For many meeting planners, the simplest path to revenue is more exhibitors and attendees, which a larger space enables. The Florida Nursery, Growers and Landscape Association (FNGLA) has hosted its Tropical Plant International Expo at the Greater Fort Lauderdale/Broward County Convention Center nearly every year since the facility opened, and Linda Adams, the association’s chief operations officer, is excited about the potential for growth of her event through the facility’s expansion. “In 2020, we filled the convention center, and we used about 80,000 net square feet,” Adams said. “When we came back, we increased the size of our sold space by 20 percent, and our attendance also increased by 20 percent. That definitely hits your bottom line when you can add opportunities for people to grow their space or bring in new companies.” Having a larger facility allows FNGLA to dedicate additional space to buzz-generating events instead of taking away that space from exhibitors. “And we rent our stage to the exhibitors,” Adams said, “so it’s a way for us to make up the cost of that area.” Elsewhere on the convention center grounds, Adams pointed to the 801-room headquarters hotel and 6-acre outdoor waterfront plaza as attractive draws for her January 2026 event. “We are really looking forward to having our participants enjoy first-class facilities,” she said. [ASAE Staff](https://associationsnow.com/author/asae-staff/) [More articles by this author](https://associationsnow.com/author/asae-staff/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [New Paths to Profit](https://associationsnow.com/2024/04/16/new-paths-to-profit/) - [Products and Purpose](https://associationsnow.com/2024/04/16/products-and-purpose/) - [New Rules for Association Sales Staff](https://associationsnow.com/2024/04/16/new-rules-for-association-sales-staff/) - [Business Development for Data-Driven Times](https://associationsnow.com/2024/04/16/business-development-for-data-driven-times/) - [Three Ways to Use Meetings More Strategically](https://associationsnow.com/2024/07/31/three-ways-to-use-meetings-more-strategically/) - [Agile Budgeting Strategies and Approaches](https://associationsnow.com/2024/04/16/agile-budgeting-strategies-and-approaches/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/building-business-savvy-navigating-a-new-landscape/) ## You Might Like - [TemplateMembers onlyMember Onboarding ToolkitNovember 5, 2026](https://associationsnow.com/2026/11/05/member-onboarding-toolkit/) - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoThe Career Moves Every Association Leader Needs Right NowSeptember 24, 2026](https://associationsnow.com/2026/09/24/the-career-moves-every-association-leader-needs-right-now/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2024%2F04%2F16%2Fhow-larger-tech-forward-venues-create-revenue-opportunities-for-associations%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !