The 38NC Impact
We helped Procore Technologies, Inc. build a long-term location strategy for Groundbreak that supports growth, attendee access, and operational stability. By securing destination and hotel inventory through 2032, we created a strong foundation for the event’s next phase and supported a plan designed for 5–9% annual attendance growth.
Project Overview
Groundbreak is Procore Technologies’ flagship conference for construction professionals, innovators, and industry leaders. As the event continued to grow, the team needed a longer-range plan that could support both its strong U.S. base and its growing international audience.
The goal was to identify destinations that could support the event over time, not just for one year at a time. That meant looking closely at attendee access, future growth, and which markets could support Groundbreak’s position as the global construction innovation conference of the year. It also meant building a location strategy that could support 5–9% annual attendance growth while staying within budget.
The Challenge
Groundbreak needed a location strategy that could support growth over multiple years without creating strain on space, hotel inventory, or attendee access. The program also needed housing support that could keep up with changing demand, including room block updates and expansions as late as three days before arrival.
The challenge was to identify cities and venues that could work for the event now and continue to work as attendance grew, while keeping operations steady across hotels, attendee groups, and local partners.
How We Helped
We developed a Groundbreak Growth Strategy report to support long-range planning and location decisions.
We built a multi-year sourcing model that evaluated cities based on flight options, visa requirements, proximity to key customer markets, and long-term fit for the event. We also looked at where Procore Technologies was already reflected in local infrastructure and convention center development, which helped identify markets that were a stronger fit for the event.
Detailed site inspections led to secured destinations and hotel inventory through 2032.
Key Deliverables
- Long-term growth and location strategy
- Multi-year sourcing model tied to audience access and growth
- Evaluate cities based on travel access, visa requirements, and customer market fit
- Secure destination and hotel inventory through 2032
- Negotiate convention center agreements and value-adds
- Manage room blocks across multiple hotels and attendee groups
- Room block website build and management
