These performance gaps should alert management to direct their priorities to the needs and wants of their customers. While some of the concerns identified were not under the control of the convention center studied, management should share the information with constituencies that have a direct and indirect impact on the overall experience of attendees. These may include the food service provider in the building, the County government, and/or local food service operators where appropriate. Since many of the exhibitions in the convention center are annual or rotating events, improved experiences for attendees in the convention center should lead those potential customers to be more likely to return to future events held there. This argument is strengthened when respondents indicated that the destination in which the event is held is important in their decision to attend (Table 6).