Nalen – a historic meeting and event center in Stockholm – transformed their decision-making by letting data-driven insights lead the way. Here, you’ll discover how a reinvented approach helped Nalen stay ahead of the curve, improve efficiency, and boost event performance – all while navigating the fast-paced hospitality industry. Curious to see how they did it? Dive in.
Nalen: Reviving a historic venue with modern solutions
Founded in 1888, Nalen has long been a cultural cornerstone in Stockholm. Owned by SAMI (Swedish Artists' and Musicians' Interest Organization), its long-time mission includes providing a platform for up-and-coming musicians and artists, much like it did in the 1940s and 1950s. The venue, accommodating up to 600 guests, offers facilities for meetings, corporate events, and festive gatherings. One thing that stands out is their in-house restaurant, Nalen Restaurang, which provides top-tier à la carte and lunch options.
Hanna Lundmark has worked as Nalen’s Event Manager for the past year and a half. Her role covers everything from planning and execution to maintaining relationships with both new and returning clients. Hanna ensures that each event is executed flawlessly – whether it’s selecting the proper lighting, sticking to budget constraints, or effectively marketing the event.
— Since 1998, Nalen’s mission has been to revive the iconic spirit of the past while embracing modern technology and innovative event solutions. We offer a range of flexible packages that cater to the unique needs of every client – whether it's a corporate event or a public concert, Hanna says.
Data everywhere – but no insight in sight
Even though they’ve had access to benchmarking data for some time, Nalen encountered challenges in effectively using it.
— Nalen is part of the larger network Svenska Möten, which has adopted Benchmarking Alliances' hospitality benchmarking data service across its 125 venues. But internally, we struggled to implement the practical use of its data. Because of this, extracting the right insights became a costly—and almost counterproductive—process .
But, when Hanna started at Nalen, she quickly identified these gaps in their data handling processes. She continues:
— It was clear that we had a data problem. We couldn’t get the reports we needed, and even when we did, processing them wasn’t easy. In other words, we hadn’t fully understood Benchmarking Alliance’s functionality and potential. This left us without the insights we needed to drive decision-making, manage our events, and remain competitive – even though we had the data at our fingertips.
It was when Hanna took the initiative that things began to shift. After setting up and receiving an on-site training session from Benchmarking Alliance, she revived its implementation.
— It wasn’t until they visited our office and helped us get up and running that we realized its full value. It was a game-changer. By leveraging their platform the way it’s supposed to, we have gained the ability to monitor and analyze our performance data in a much better way, Hanna explains.
Why local beats global
There are international competitors on the market that offer similar services to Benchmarking Alliance, but ultimately, they don’t align with Nalen’s needs. For a venue like Nalen, rooted in Stockholm, the ability to compare itself to other actors within the same region is crucial.
— The international perspective just isn’t relevant for us. We want to compare ourselves with competitors in our immediate proximity, and that’s where Benchmarking Alliance really stands out, says Hanna.
— Benchmarking Alliance has a deep understanding of the local market and the ability to provide data tailored to our specific competitive landscape. This makes them the clear choice, ensuring that we have the most accurate, actionable, and relevant insights, Hanna continues.
“Benchmarking Alliance plays a huge part in our success”
Since Hanna’s initiative, Nalen has seen tangible, measurable improvements in how they track their performance and make strategic decisions.
— With just a few clicks, we can see where we’re lagging and where we’re leading. The insights are comprehensive, breaking down Nalen’s performance across multiple categories – such as space utilization, food pricing, rental rates, and the number of visitors per square meter, Hanna explains.
One of the most significant insights they gained was how they price their catering packages.
— We would never have identified the issues in our food pricing without Benchmarking Alliance. Their detailed reporting allowed us to break everything down into segments, giving us a clear picture of where we needed to make adjustments, she explains.
Beyond the data, Benchmarking Alliance has provided Nalen with a sense of security in their decision-making. Hanna explains:
— It’s reassuring to know we’re on the right track. If we ever fall behind, we can immediately see and address it. It gives us peace of mind knowing that we’re doing well, and if anything changes, we’ll be ready.
One of the most impressive results has been the increase in the number of participants per square meter, which has grown by 20% since the beginning of 2023 (when Nalen fully implemented Benchmarking Alliance), while many of their competitors have seen a decline.
— It’s been amazing to watch this progress, and it’s largely thanks to the communicative efforts we’ve made, with Benchmarking Alliance playing a huge part in our success, Hanna adds.
Staying ahead in the conference game
One of the most valuable tools Nalen has adopted through Benchmarking Alliance is their Conference Trends service. The power of the service lies in its ability to offer highly relevant data sets specific to the conference industry.
— At first, I compared us to all similar venues in Stockholm, which was a bit overwhelming. But once I tailored our customizable comparison groups, or ‘Compsets’, properly, the data became incredibly valuable and actionable, Hanna explains.
Another key benefit of the Conference Trends service is its value in fostering communication with industry colleagues.
— Now that we have a clearer picture of how things are going, it’s easier to have direct conversations with our competitors. We all face the same issues, and when things are going well for one of us, it’s likely good news for everyone, says Hanna.
— If we see our competitors struggling, we know we’re likely facing the same challenges, which prompts us to adjust our pricing or offerings accordingly. It’s an invaluable way to understand the behavior of our peers and the overall health of the conference industry, she continues.
A foolproof process with Conference Trends
The platform allows Nalen to input specific data about their events – like how many attendees they had, the prices they charged for room rentals, and what additional services were sold.
— We can then compare this data to similar venues, either within a broad scope or focused on immediate competitors. It’s very, very precise. We can compare metrics like revenue per square meter and filter the data in various ways, making the insights even more relevant to us, Hanna adds.
Despite using a booking system that doesn’t integrate directly with Benchmarking Alliance’s platform, Nalen still finds the Conference Trends service highly effective.
— Our systems don’t talk to each other, but that hasn’t been a problem. Sure, having integration would be nice, but even without it, reporting is super easy. It’s a copy-paste process—foolproof and straightforward. And I know our booking system is looking into developing an integration, so this is just temporary anyway, says Hanna.
“Kind, responsive, and accommodating in every way”
Before partnering with Benchmarking Alliance, Nalen relied on manual processes to analyze their performance, often operating without the clarity or precision they needed. Hanna recalls:
— We used to do everything manually, just getting by. Without Benchmarking Alliance, crucial insights – like a misalignment in our food pricing – would have gone unnoticed. It saves me so much time and gives us valuable knowledge about the industry, she adds.
However, what Hanna appreciates most about the collaboration, goes beyond the platform’s functionality.
— It’s incredibly personal. They’re so kind, responsive, and accommodating in every way. Benchmarking Alliance offers training sessions, helps us through every step, and explains things in such a pedagogical, easy-to-understand way. They make it all feel manageable, even when the data seems overwhelming, Hanna explains.
Benchmarking Alliance’s commitment to their clients is evident in their hands-on approach. She elaborates:
— They’ve visited us multiple times, just to help out. It’s that kind of presence and support that makes a huge difference. This combination of personalized attention and detailed guidance has not only boosted Nalen’s confidence in using the platform but has also strengthened our relationship.
Want to unlock the potential of your data just like Nalen did? It’s easy. Book your free demo today and experience firsthand how our tailored benchmarking solutions help your business thrive in the fast-paced hospitality industry.
