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Convene Segments Portfolio and Converts Venues

After its acquisition of Etc.venues last year, the dedicated meeting and events venue company is doing a bit of reorganizing for the ease of planners

By Linden M. Bayliss

Prospect Park Gallery, one of seven meeting spaces at Convene 810 Seventh Avenue || Courtesy of Convene

With its acquisition of London-based Etc.venues last February, the newly combined Convene portfolio of brands now stands as the largest single provider of dedicated meeting and event venues in North America and the U.K. The group has now announced that it will be segmenting its portfolio of properties to create a stronger distinction between locations, so planners can choose exactly what they need for each meeting or event. As part of this segmentation, both 810 Seventh Avenue and 360 Madison Avenue in New York City, previously Etc.venues properties, have become Convene-branded locations.

“The acquisition of Etc.venues in early 2023 was a strategic move that allowed Convene to expand its ability to serve clients in more places and new ways. We are now thoughtfully and intentionally segmenting the recently-formed Convene portfolio of brands to better represent the two distinct offerings,” says James Frankis, vice president of product at Convene, in a prepared statement. “Various event types have different requirements and budgets therefore we want to empower our joint client base to more easily distinguish whether Etc.venues or Convene is best suited for their needs.”

The High Line Boardroom at Convene 810 Seventh Avenue || Courtesy of Convene

Their entire portfolio is designed to accommodate a wide range of meeting and event programming. With a hospitality focus across all brands, each venue offers a full-service experience including on-site catering, in-room audiovisual equipment and technology, and dedicated planning resources. Convene-branded properties are best suited for larger meetings or conferences requiring breakout spaces, and have sophisticated design elements to accompany, while Etc.venues locations are more suitable for smaller meetings or trainings and contain more playful design elements intended to inspire creativity.

The recently-converted locations, Convene 810 Seventh Avenue and Convene 360 Madison Avenue in New York, New York, include updates such as new finishes to wallpaper and paint and new gallery space furniture that can accommodate new meeting types, respectively.