Yuma

Yuma, Arizona offers a favorable business environment characterized by its strategic location at the crossroads of Arizona, California, and Mexico, making it an ideal hub for international trade and logistics. The region benefits from a robust agricultural economy, being one of the nation's leading producers of winter vegetables, while also experiencing growth in manufacturing, military presence (Yuma Proving Ground and Marine Corps Air Station), and renewable energy sectors. The business climate is supported by competitive operating costs, including affordable commercial real estate and lower taxes compared to neighboring California, along with a business-friendly regulatory environment promoted by local government initiatives.

Yuma's proximity to major markets, access to Interstate 8, rail connections, and the Yuma International Airport facilitate efficient transportation and distribution networks. The city's economic development agencies actively support business growth through incentives, workforce training programs, and streamlined permitting processes, while the presence of Arizona Western College provides access to skilled labor. The overall business climate emphasizes collaboration between public and private sectors, creating opportunities for companies seeking expansion in the Southwest region with the advantages of cross-border commerce and a lower cost structure than major metropolitan areas.

Yuma, Arizona's economy is anchored by several robust and complementary sectors that drive the region's growth and stability. Agriculture stands as the cornerstone industry, with Yuma County being one of the most productive agricultural regions in the United States, particularly renowned as the "Winter Lettuce Capital of the World," supplying over 90% of North America's winter leafy vegetables. The military sector provides significant economic impact through the Marine Corps Air Station Yuma and the Yuma Proving Ground, which serve as major employers and contribute substantially to the local economy through defense spending and personnel.

Tourism and hospitality represent another vital economic driver, capitalizing on Yuma's sunny climate (recognized as the sunniest city on Earth), winter visitor population, historic attractions, and proximity to California and Mexico. The logistics and transportation sector thrives due to Yuma's strategic location at the intersection of Interstate 8 and major rail lines, along with the Yuma International Airport, facilitating cross-border trade and commerce. Additionally, renewable energy, particularly solar power, is an emerging strength, leveraging the region's exceptional solar resources to attract investment and development in clean energy infrastructure.

Yuma, Arizona's key business institutions include the Yuma County Chamber of Commerce, which serves as the primary advocate for local businesses and provides networking opportunities, resources, and support for economic development. The Greater Yuma Economic Development Corporation (GYEDC) plays a crucial role in attracting new businesses, supporting existing industries, and facilitating job creation in the region. Yuma County Government oversees regulatory compliance and business licensing, while the Arizona Western College contributes to workforce development through training programs aligned with business needs.

Financial services are anchored by institutions such as Bank of America, Wells Fargo, and local credit unions like Yuma Federal Credit Union, providing essential banking and lending services. The City of Yuma Economic Development Department works alongside these organizations to streamline business operations, offer incentives, and support entrepreneurs. Additionally, the Yuma Private Industry Council focuses on workforce development initiatives, connecting job seekers with employers and ensuring the local labor market meets the demands of Yuma's diverse economy, which includes agriculture, military presence, manufacturing, and tourism sectors.

Yuma's major business centers are concentrated in several key areas, with Downtown Yuma serving as the historic commercial and administrative hub along Main Street, featuring government offices, financial institutions, and professional services. The Yuma Palms Regional Center, located near the Yuma Palms Mall area along Highway 95, has emerged as a significant retail and commercial district with numerous businesses, restaurants, and service providers. The Foothills area in east Yuma represents a growing business corridor with modern office complexes, medical facilities, and commercial developments.

Additionally, the Pacific Avenue corridor functions as an important commercial artery connecting various business districts and featuring automotive dealerships, retail centers, and light industrial operations. The area surrounding Yuma International Airport also serves as a business center, particularly for agriculture-related industries, logistics companies, and manufacturing operations that leverage Yuma's strategic position near the California and Mexico borders, making it an important hub for cross-border commerce and agricultural business activities.

Yuma, Arizona's educational and research landscape is anchored by Arizona Western College (AWC), the region's primary institution of higher learning, which serves over 8,000 students annually and offers associate degrees, workforce training programs, and university transfer pathways. The college's Yuma Campus and satellite locations contribute significantly to the community's intellectual vitality through cultural events, continuing education opportunities, and partnerships with local businesses. Additionally, the University of Arizona Cooperative Extension - Yuma County serves as an important research hub, focusing on agricultural sciences, desert horticulture, and sustainable farming practices that are vital to the region's economy.

The Northern Arizona University - Yuma campus provides bachelor's and master's degree completion programs, expanding access to four-year education in the community. These institutions collectively enhance Yuma's appeal for business events by providing venues for conferences, access to academic expertise for specialized events, and contributing to a skilled workforce that supports the meetings and conventions industry.

Yuma, Arizona offers diverse networking opportunities for business event planners and attendees through its active Chamber of Commerce, which hosts regular business mixers, breakfast meetings, and annual events that connect local entrepreneurs, industry leaders, and visiting professionals. The Greater Yuma Economic Development Corporation (GYEDC) organizes quarterly business forums and industry-specific roundtables focusing on key sectors such as agriculture, manufacturing, military contracting, and cross-border trade with Mexico. Professional associations including the Yuma County Contractors Association, Yuma Hispanic Chamber of Commerce, and various Rotary and Kiwanis clubs provide additional platforms for meaningful business connections.

The destination also benefits from its proximity to the Marine Corps Air Station Yuma, which facilitates defense industry networking events, while the annual Yuma Symposium and agricultural conferences attract professionals from across the Southwest, creating valuable opportunities for cross-industry collaboration and partnership development in this strategic border community.

Yuma, Arizona is experiencing notable infrastructure and business developments that strengthen its position as a business event destination. The region has seen significant investments in transportation infrastructure, including ongoing improvements to Yuma International Airport with enhanced facilities and expanded service capabilities to better connect the destination to major business hubs. The downtown business district has undergone revitalization efforts with new mixed-use developments, modern conference facilities, and upgraded telecommunications infrastructure featuring enhanced broadband connectivity and 5G technology deployment.

Additionally, Yuma's strategic location along major interstate corridors (I-8) continues to benefit from highway improvements and logistics infrastructure upgrades, supporting the region's growing role in international trade and commerce with Mexico. The city has also invested in renewable energy projects and smart city technologies, including upgraded public Wi-Fi networks and digital wayfinding systems, that enhance the overall business environment and visitor experience for meeting and event attendees.

Yuma, Arizona is experiencing emerging trends in sustainable tourism, outdoor adventure meetings, and military heritage tourism, positioning itself as an authentic Southwestern destination for business events. The destination is adapting by leveraging its abundant sunshine (over 310 days annually) to promote outdoor team-building activities and agricultural tourism experiences that showcase its role as the "Winter Vegetable Capital of the World." Yuma is capitalizing on its rich military history through the Yuma Proving Ground and Marine Corps Air Station to attract defense industry conferences and veteran-focused events.

The city is also responding to the growing demand for authentic, smaller-scale meetings by highlighting its walkable historic downtown, locally-owned venues, and farm-to-table dining experiences. Additionally, Yuma is investing in infrastructure improvements and embracing technology to support hybrid events while promoting its proximity to both Phoenix and San Diego as a cost-effective alternative for regional business gatherings. The destination is also tapping into the "bleisure" trend by offering pre- and post-event activities such as Colorado River recreation, desert exploration, and cultural experiences that blend business with leisure travel.

Yuma, Arizona boasts a rich cultural tapestry shaped by its unique position at the crossroads of Native American, Spanish, Mexican, and American frontier heritage. The destination's artistic expression is deeply rooted in its agricultural history and Colorado River legacy, showcased through venues like the Yuma Art Center, which hosts galleries, theatrical performances, and community art events in a beautifully restored historic movie palace. Local cultural practices celebrate the region's diverse heritage through annual events such as the Yuma Lettuce Days and Crossing of the Padre Festival, while the Colorado River State Historic Park and Yuma Territorial Prison State Historic Park offer living history experiences.

The creative industries are supported by a growing community of local artisans, particularly those working in Southwestern-inspired crafts, pottery, and jewelry that reflect the area's desert landscape and multicultural influences. Downtown Yuma's Historic Main Street features rotating public art installations, murals depicting the city's colorful past, and local galleries that showcase both traditional and contemporary works from regional artists, creating an authentic cultural experience that connects visitors to Yuma's distinctive identity as a gateway community between cultures and eras.

Yuma, Arizona boasts a rich culinary heritage deeply rooted in its agricultural abundance and multicultural influences, particularly from Mexican and Native American traditions. As the "Winter Lettuce Capital of the World," Yuma produces over 90% of North America's winter vegetables, making farm-to-table dining a cornerstone of the local food scene. The destination's culinary identity celebrates authentic Sonoran-style Mexican cuisine, featuring handmade tortillas, carne asada, and regional specialties like mesquite-grilled meats and date-based desserts from the historic Yuma date groves.

Contemporary chefs blend traditional recipes with modern techniques, incorporating locally grown citrus, melons, and pecans into innovative dishes. The annual Yuma Lettuce Days festival and various farmers markets showcase the region's agricultural heritage, while family-owned restaurants, many operating for generations, preserve recipes and cooking methods passed down through decades. Native American influences remain present through traditional preparation methods and ingredients like tepary beans and desert plants, creating a unique Southwestern culinary landscape that reflects Yuma's position at the crossroads of diverse cultures and its status as one of America's most productive agricultural regions.

Yuma, Arizona offers several notable museums and cultural venues that showcase the region's rich heritage. The Yuma Territorial Prison State Historic Park stands as one of the most popular attractions, preserving the infamous Wild West prison and offering insights into frontier justice and life from 1876-1909. The Yuma Quartermaster Depot State Historic Park features excellently preserved buildings and exhibits highlighting Yuma's crucial role as a major military supply hub during the westward expansion.

The Arizona Historical Society Sanguinetti House Museum & Gardens presents Victorian-era life through period furnishings and beautifully maintained gardens in a historic adobe home. Additionally, the Yuma Art Center serves as the region's primary venue for visual and performing arts, hosting rotating exhibitions, theatrical productions, and cultural events in a restored historic building downtown. These institutions collectively provide event planners and visitors with comprehensive access to Yuma's unique position at the crossroads of military history, territorial development, and Southwestern culture.

Yuma, Arizona offers remarkable natural attractions that showcase the unique beauty of the Sonoran Desert landscape. The destination features the Colorado River, which provides opportunities for water-based recreation and scenic riverfront areas, while the nearby Imperial Sand Dunes (Algodones Dunes) present one of the largest dune systems in North America, offering dramatic desert vistas and outdoor adventure. The Kofa National Wildlife Refuge, located east of Yuma, encompasses rugged mountain terrain and desert wilderness that serves as habitat for desert bighorn sheep and other native wildlife.

Mittry Lake Wildlife Area attracts nature enthusiasts with its wetland ecosystem and birdwatching opportunities, while the Yuma East Wetlands offer trails through riparian habitats along the Colorado River. The region's clear skies, distinctive desert flora including saguaro cacti, and the convergence of the Gila and Colorado Rivers create a unique natural setting that combines desert landscapes with river ecosystems, making Yuma an appealing destination for event planners seeking venues with access to authentic Southwestern natural beauty.

Yuma, Arizona boasts one of the sunniest and warmest climates in the United States, with over 310 days of sunshine annually, making it an ideal year-round destination for business events. The city experiences a hot desert climate with distinct seasonal patterns: extremely hot summers (June through September) with average high temperatures reaching 105-110°F (40-43°C), mild and pleasant winters (December through February) with comfortable daytime temperatures averaging 68-72°F (20-22°C), and temperate spring and fall seasons perfect for outdoor events. Humidity levels remain consistently low throughout the year, typically ranging from 20-40%, which makes even the high summer temperatures more bearable.

Rainfall is minimal, averaging only 3-4 inches annually, with most precipitation occurring during brief monsoon thunderstorms in late summer (July-August) and occasional light winter rains. The winter months of November through March are considered the peak season for events due to the exceptionally pleasant weather conditions, while summer months may require indoor climate-controlled venues for attendee comfort.

Yuma, Arizona experiences distinct seasonal patterns for tourism and business events, with the winter months (November through March) representing the peak season when the destination attracts significant numbers of "snowbirds" and visitors seeking mild, sunny weather, with temperatures averaging 70-80°F. This period also coincides with major events such as the Yuma Territorial Prison Run in February and various agricultural celebrations highlighting the region's winter lettuce harvest season, as Yuma is known as the "Winter Lettuce Capital of the World." The summer months (June through September) constitute the off-season due to extreme heat with temperatures often exceeding 110°F, resulting in reduced tourism and business event activity, though this period offers more affordable rates and availability.

Spring (March-April) sees increased activity with events like the Yuma County Fair and rodeos, while fall (October-November) marks a transitional period as temperatures become more comfortable and the winter visitor season begins to ramp up, making shoulder seasons ideal for business events seeking lower costs and moderate weather conditions.

For business events in Yuma, Arizona, attire should balance professional standards with the desert climate's practical demands. The region experiences extremely hot summers (often exceeding 100°F) and mild winters, so lightweight, breathable fabrics are essential for warm-weather events while maintaining a polished appearance. Business casual is commonly acceptable for most daytime events, with men typically wearing collared shirts, khakis or dress slacks, and closed-toe shoes, while women opt for professional dresses, skirts, or dress pants with blouses.

For more formal evening events or conferences, business professional attire is appropriate, though heavy suits may be less comfortable—consider lighter-weight suit materials or sport coats that can be removed as needed. Indoor venues are typically well air-conditioned, so bringing a light jacket or cardigan is advisable. Yuma's relaxed Western culture means attire tends to be slightly less formal than major metropolitan areas, but maintaining professional standards is still important for business settings.

Sun protection accessories like subtle, professional sunglasses are practical for outdoor networking events, and comfortable footwear is recommended given the potential for walking between venues in warm weather.

In Yuma, Arizona, casual dressing should prioritize comfort and sun protection due to the desert climate with extremely hot summers and mild winters. Lightweight, breathable fabrics like cotton and linen in light colors are recommended, along with shorts, t-shirts, sundresses, and sandals during the warmer months (April through October when temperatures often exceed 100°F). During the cooler winter months (November through March), layers are key, with light sweaters, jeans, and closed-toe shoes suitable for pleasant daytime temperatures in the 60s-70s°F.

Essential accessories year-round include a wide-brimmed hat, quality sunglasses, and sunscreen. The local style is relaxed and practical, reflecting the agricultural heritage and outdoor-oriented lifestyle of this Colorado River community, so visitors will find that casual wear such as jeans, comfortable walking shoes, and casual athletic wear are perfectly acceptable at most restaurants, attractions, and business events, though you may want to bring one smart-casual outfit for upscale dining establishments.

When traveling to Yuma, Arizona for a business event, attendees should pack lightweight, breathable clothing suitable for desert climate conditions, including layers for air-conditioned venues and sun protection items such as sunglasses, wide-brimmed hats, and high-SPF sunscreen. Essential business attire should lean toward business casual to professional depending on your event requirements, with comfortable walking shoes for navigating convention spaces. Don't forget important documents including your ID, travel tickets, business cards, and event registration confirmations.

Personal items should include any necessary medications, a refillable water bottle to stay hydrated in the arid climate, phone chargers, and laptop or tablet with relevant presentation materials or note-taking tools. Given Yuma's position as one of the sunniest cities in the world with minimal rainfall year-round and high temperatures especially from May through September, moisture-wicking fabrics and lip balm are highly recommended, while heavy jackets or rain gear are typically unnecessary except for cooler winter evenings from December through February.

Yuma, Arizona is generally considered a safe destination for business events and visitors, with most areas being welcoming and well-maintained. However, event planners should be aware that certain neighborhoods on the south side of the city, particularly some areas near the US-Mexico border crossing at San Luis, may experience higher incidents of property crime and should be navigated with standard urban precautions, especially after dark. Additionally, some isolated areas in the Foothills and certain parts of South Yuma may have limited lighting and services during evening hours.

It's advisable for visitors to stay within well-traveled commercial districts, hotel zones, and established tourist areas, particularly around the historic downtown, the Yuma Palms Regional Center, and along 4th Avenue where most business facilities and attractions are concentrated. As with any destination, visitors should exercise normal safety awareness and consult with local hosts or hotel staff about current conditions in specific neighborhoods they plan to visit.

Yuma, Arizona offers quality healthcare facilities that cater to international visitors and event attendees through the Yuma Regional Medical Center (YRMC), which is a 406-bed acute care hospital accredited by The Joint Commission and meets international healthcare standards. The facility provides comprehensive medical services including emergency care, advanced surgical capabilities, cardiac care, and trauma services, with staff trained to assist diverse patient populations. YRMC features modern medical technology and equipment comparable to international standards, and while Yuma is a smaller market compared to major metropolitan areas, the medical center works to accommodate international patients with translation services and cultural sensitivity training for staff.

Additionally, the Yuma area benefits from its proximity to larger healthcare networks in Phoenix and San Diego, ensuring access to specialized care when needed, making it a suitable destination for business events requiring reliable medical support for international attendees.

Yuma, Arizona offers comprehensive language services to support international business events and ensure effective communication for diverse attendees. Professional translation and interpretation services are available through local providers and regional agencies that serve the Yuma area, with particular strength in English-Spanish translation given the city's proximity to the Mexican border and significant bilingual population. Event planners can access simultaneous interpretation equipment, document translation services, and bilingual staff support for conferences, trade shows, and corporate meetings.

The destination's unique position as a border community means there is readily available expertise in cross-cultural communication and localization services, making it easier for planners to accommodate attendees from Mexico, other Latin American countries, and international markets. Many hotels and convention facilities in Yuma can coordinate with language service providers or have relationships with professional interpreters who specialize in business terminology and event-specific vocabulary to ensure seamless communication during presentations, negotiations, and networking activities.

Yuma, Arizona has demonstrated strong event performance capabilities through its successful hosting of diverse gatherings, from agricultural conferences that leverage its position as the winter lettuce capital to military-related events capitalizing on the presence of Marine Corps Air Station Yuma and the Yuma Proving Ground. The destination has shown particular strength in hosting outdoor events during its peak winter season (November through March), when pleasant weather conditions contribute to high participant satisfaction rates. Recent events have benefited from Yuma's accessible location at the intersection of Arizona, California, and Mexico, its affordable venue options, and strong community support, generating positive economic impact through hotel occupancy, dining, and local spending.

The city's compact size and efficient infrastructure have enabled smooth event operations, while attractions like historic downtown Yuma and proximity to natural desert landscapes have enhanced attendee experiences, resulting in positive feedback and repeat event bookings that underscore Yuma's growing reputation as a reliable destination for mid-sized conferences, festivals, and specialized industry gatherings.

Yuma, Arizona hosts several significant annual business events that attract professionals and industry leaders throughout the year. The destination's agricultural prominence is showcased during the annual Yuma County Farm Bureau events and agricultural conferences that draw agribusiness professionals from across the Southwest. The Yuma Symposium, typically held in spring, brings together business leaders, economic developers, and government officials to discuss regional economic development and cross-border trade opportunities with Mexico.

The annual Marine Corps Air Station Yuma Air Show, while primarily a military event, generates substantial business networking opportunities and economic impact for the region. Additionally, Yuma hosts recurring trade shows and conferences related to the region's key industries including winter vegetable production, military defense contracting, and renewable energy development. The Yuma County Chamber of Commerce also coordinates various quarterly business summits and networking events throughout the year that serve as important gathering points for local and regional business communities.

Yuma, Arizona has successfully hosted a diverse range of business events that showcase its unique appeal as a desert destination with exceptional facilities and warm hospitality. Event planners consistently praise Yuma's year-round sunshine, averaging over 310 sunny days annually, which provides reliable weather for outdoor functions and activities. Past conferences and corporate retreats have highlighted testimonials emphasizing the destination's affordable venue options, proximity to the Arizona-Mexico border offering unique cultural experiences, and the professionalism of local service providers.

Case studies from agricultural conventions and military-related symposiums demonstrate Yuma's expertise in hosting specialized industry events, with organizers noting the ease of logistics, accessible Yuma International Airport, and the Historic Downtown area's charm for evening receptions. Participants frequently commend the destination's unhurried pace, authentic Southwestern character, and the personalized attention provided by local hospitality teams, making it an ideal choice for focused, productive meetings away from typical metropolitan distractions. The Yuma Visitors Bureau actively supports event planners with comprehensive destination services, contributing to consistently high satisfaction rates and repeat bookings from organizations seeking a distinctive Arizona desert experience combined with modern amenities and genuine community engagement.

Yuma, Arizona's featured event of the year is the Yuma Lettuce Days, celebrated annually in late January or early February, which honors the region's status as the "Winter Lettuce Capital of the World." This signature agricultural festival takes place in downtown Yuma and attracts thousands of visitors who come to celebrate the area's farming heritage through various activities including lettuce-eating contests, farm tours, a street fair with local vendors, live entertainment, and fresh produce displays. Other major annual events complementing the calendar include the Yuma Crossing Day in February, commemorating the historic river crossing with living history demonstrations at the Yuma Crossing National Heritage Area; the Midnight at the Oasis Car Show in March, which draws classic car enthusiasts and typically sees attendance of over 700 vintage vehicles and thousands of spectators at the Ray Kroc Complex; and the Colorado River Crossing Balloon Festival in November, featuring hot air balloon launches, evening balloon glows, and family activities at the West Wetlands Park, attracting regional visitors and ballooning enthusiasts with expected attendance of several thousand participants throughout the multi-day event.

Yuma, Arizona has been progressively advancing its sustainability initiatives within the business events sector through various eco-conscious programs and partnerships. The destination promotes green meeting practices by encouraging venues to implement energy-efficient lighting, water conservation measures, and waste reduction programs including comprehensive recycling and composting options. Several Yuma hotels and conference facilities have adopted LEED certification standards and participate in Arizona Green Business programs, offering event planners options for environmentally responsible gatherings.

The destination leverages its abundant sunshine by showcasing solar energy installations at multiple venues and facilities, positioning Yuma as a leader in renewable energy adoption. Additionally, the Yuma Visitors Bureau works with local venues to promote sustainable catering options featuring locally-sourced ingredients from the region's agricultural sector, minimizing carbon footprint through reduced transportation needs. Meeting planners are also encouraged to utilize digital materials over printed collateral, and many venues offer water stations to reduce single-use plastic bottle consumption, all contributing to Yuma's commitment to hosting environmentally responsible business events.

Yuma, Arizona demonstrates a strong commitment to environmental protection through various initiatives aimed at preserving its unique desert ecosystem and natural resources. The destination has implemented comprehensive water conservation programs, crucial given its location in an arid region, including efficient irrigation systems and xeriscaping initiatives that reduce water consumption. Yuma actively promotes renewable energy development, taking advantage of its abundant sunshine with solar energy projects and encouraging sustainable practices among local businesses and venues.

The city maintains strict air quality standards and has established protected natural areas along the Colorado River corridor to preserve wildlife habitats and native vegetation. Additionally, Yuma has developed recycling and waste reduction programs for both residents and the business community, including event venues that cater to meetings and conventions. The destination works closely with environmental organizations to monitor and maintain the health of the surrounding Sonoran Desert ecosystem while promoting eco-friendly transportation options and green building standards for new developments, ensuring that business events can be conducted with minimal environmental impact.

Yuma, Arizona has made significant sustainable investments to support long-term growth across economic, environmental, and social dimensions. The destination has invested heavily in renewable energy infrastructure, capitalizing on its position as one of the sunniest cities in the United States with extensive solar energy facilities that reduce carbon emissions while creating green jobs. Water conservation and management projects are critical investments given the desert climate, including modernized irrigation systems for the region's vital agricultural sector and advanced water reclamation facilities that ensure sustainable resource use.

The city has developed improved transportation infrastructure and connectivity to support both tourism and agricultural commerce, while investments in downtown revitalization and cultural heritage preservation enhance community livability and visitor experiences. Additionally, Yuma has focused on workforce development programs and educational partnerships that build local capacity in sustainable agriculture, renewable energy, and hospitality sectors, ensuring the community benefits economically from these sustainability initiatives while maintaining the region's unique desert ecosystem and agricultural heritage for future generations.

Yuma, Arizona demonstrates strong commitment to local economic and community impact through its business events sector by leveraging its strategic location and diverse economy. The destination supports local economic development through initiatives that connect business events with the region's key industries, including agriculture, military defense, and renewable energy, ensuring event spending circulates within the community. The Yuma Visitors Bureau and local DMO work closely with community partners to direct convention and meeting business toward locally-owned venues, hotels, restaurants, and service providers, maximizing the economic multiplier effect.

Additionally, Yuma promotes sustainable growth through workforce development programs that prepare local residents for hospitality and event management careers, while business events often incorporate community engagement components such as volunteer activities and partnerships with local nonprofits. The destination also emphasizes its year-round sunshine and agricultural heritage to attract events that align with sustainable practices and farm-to-table experiences, supporting local farmers and producers while enhancing community well-being through increased employment opportunities and infrastructure investments driven by the business events sector.