Convene to rebrand four etc.venues meeting locations

US meeting venue provider Convene is rebranding four etc.venues locations under the Convene name as it looks to “segment” its portfolio.

Convene acquired London-based etc.venues in February 2023, a process which added 16 new locations in the UK and US to its operations.

Nearly one year on from the acquisition, the company has announced that the etc.venues properties at 155 Bishopsgate and 133 Houndsditch in central London will be renamed as Convene locations, alongside 810 Seventh Avenue and 360 Madison Avenue in New York City.

As part of the segmentation process, Convene locations will now target “large, highly experiential events”, while etc.venues will focus on “value-driven small meetings and corporate training”.

James Frankis, vice president of product at Convene, explained: “We are now thoughtfully and intentionally segmenting the recently formed Convene portfolio of brands to better represent the two distinct offerings.  

“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.”

Convene-branded properties will offer up to 14 meeting rooms with the largest space able to accommodate up to 900 people. These locations will target conferences, large meetings and events requiring separate breakout spaces.

Properties using the etc.venues brand will cater for smaller events with up to 30 meeting spaces available, ranging in capacity from six to 50 attendees.

The property at 155 Bishopsgate in the City of London, which becomes a Convene location, has been undergoing a £4.3 million renovation to double the amount of meeting space available.