MPISCC InterCom September/October 2015

INTERCOM Designed and Edited by Alvalyn Lundgren | Alvalyn Creative

VOLUME 117 | SEPTEMBER/OCTOBER 2015

Becoming Contagious The Meetings Industry Should Not Be the Best Kept Secret in Town PAGE 18

What Is the Problem?

Identifying A Problem Is the First Step In Solving It PAGE 14

Their Perception and Our Reality It’s Time To Create A New Story PAGE 10

advocacy

| noun public support for or recommendation of a particular cause or policy

InterCom Online: www.mpisccintercom.com

ADVOCACY

Meeting Professionals International | Southern California Chapter DESIGN & EDITORIAL Managing Editor/Designer Alvalyn Lundgren | Alvalyn Creative alvalyn@alvalyn.com 805-857-7981 Contributing Editor Amy Zelinsky, CMP Contributors Carl Christman Geraldine Gatehouse Thomas Smith, CMP DeShawn Wynn, CMP Photo Credits pp. 12-14: The Good Photographer pp. 20-21: Alvalyn Lundgren

www.mpiscc.org 275 East Hillcrest Drive, Suite 215 Thousand Oaks, CA 91360 Phone: 805-449-9111 Fax: 805-557-1133

MPISCC MISSION STATEMENT MPISCC will be recognized as the leading local membership community that is committed to shaping and defining the meetings and event industry in Southern California.

INTERCOM117 IN THIS ISSUE

President’s Message

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Leadership You and I Will Make The Difference

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Advocacy Their Perception and Our Reality

10

Event Highlights 2015 Awards Ceremony & Installation

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Professional Development What Is The Problem?

14

Marketing How To Manage Your Brand

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Advocacy Becoming Contagious

18

Professional Development CMM Program Comes To Anaheim

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Event Highlights Summer Soul

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New Members

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Strategic Sponsors

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INTERCOM is published six times a year by Meeting Professionals International–Southern California Chapter, a nonprofit professional association of meeting planners and suppliers. ©2015.

Article contributions are welcome.

Article submissions and editorial guidelines requests should be sent to Alvalyn Lundgren, Managing Editor, at alvalyn@alvalyn.com.

Advertising Information www.mpiscc.org/marketplace/ advertising-kit/ 2

MPISCC

Officers & Directors 2015-2016 President Mariles Krok, CMP Los Angeles Tourism & Convention Board 424-731-7781 President-Elect Nicole Newman SearchWide 951-640-3745 Immediate Past President David Anderson, CMP Eventive Group 562-438-4834 Vice President of Communications Amy Zelinsky, CMP A to Z Meetings & Events 818-646-3445 Vice President of Education Shelley Grey, CMP TCW 213-244-0579 Vice President of Finance MPI Foundation Liaison Joe Marcy, CMP Westin Long Beach 562-499-2005 Vice President of Leadership Development Christine Hartman Ice Hat Creative 310-601-0695 Vice President of Membership Laura Bergersen, CMP Laura B Events 562-234-8819 DIRECTORS Member Care Michelle Conant LuxBus America 949-400-4583 Member Recruitment Carlos Murillo Caesars Entertainment National Meetings & Events 760-899-2708 Monthly Programs Anna Kim Los Angeles Tourism & Convention Board 562-865-0179 Professional Development Joe Martin. CMP BDI Events 323-692-0802 Public Relations and Media Amani Roberts The Amani Experience 424-244-1443 Special Events Mai Johnson, CGMP MGM Resorts International 702.262.4824 Strategic Sponsorship Bryan Quinan, CMP Milken Institute 310-570-4638

INTERCOM | Volume 117 September/October 2015 PRESIDENT’S PAGE

I

hope you are all having a fantastic summer and that you’ve been able to take some time to relax and enjoy this beautiful Southern California weather!

Our year got off to a running start and I could not be more proud of or excited about what our committees have already accomplished thus far!

Hopefully, you were able to come to our first networking reception on July 22nd at Malibu Family Wines! What a wonderful evening of connecting with old friends and colleagues in such a beautiful location.

If you were not able to join us, I hope you made it to the August Monthly Program on Emergency Preparedness at the Hotel Maya on August 11th, and took away some valuable information to bolster your own emergency preparation plans. Thank you so much to our sponsors of both programs, and kudos to our Education and Monthly Programs teams for putting together these great networking and educational opportunities!

MPISCC, Meetings Industry Advocacy & You

by Mariles Krok, CMP Los Angeles Tourism & Convention Board

MPISCC 2015-2016 President

In this issue of InterCom, we are focusing on meetings industry advocacy. As I mentioned in the July/August issue, one of our goals as a board of directors for this year is to provide relevant, quality education and professional development opportunities to further the meetings industry, as well as promote meetings industry advocacy.

Please consider, as you read the articles in this issue, how you may be able to get involved in either a formal advocacy effort to promote our industry, or how you may be able to further the promotion of the positive impact of the meetings industry informally though your everyday contacts and connections.

One way that we at MPISCC are planning to promote meeting industry advocacy is by building on the Meetings Mean Business and Meetings Move Us Forward campaigns and initiatives. Stay tuned for our monthly program that will be tied into 3

North American Meetings Industry Day (NAMID) as well.

Did you know that we have a tab on our website [mpiscc.org] dedicated to Meetings Advocacy? Well, we do! I invite you to click on the tab and read more about the Meetings Mean Business and Meetings Move Us Forward initiatives, along with the Face Time, It Matters initiative. We also have an Advocacy Chair, Deshawn Wynn, who can be a great resource for you. Her contact information is on pages 6 and 18, and also on our website: www.mpiscc.org.

Once you’ve familiarized yourself with our meetings industry advocacy initiatives, I invite you to join us on social media by using #meetingsadvocacy in your posts. Help us to promote the importance of meetings face-to-face, the positive impact it has to our economy, as well as the jobs that it provides each and every one of us to your social networks.

You can also support our industry as a whole by coming to monthly programs.

Get involved. Volunteer. Attend conferences and conventions. Not only are you supporting our industry, but you’re developing yourself professionally in the process, and hopefully even making valuable connections and gaining resources along the way!

We are passionate about continuing to create a lasting legacy for the benefit of our members, the strength of MPISCC, MPI International, and for the meetings industry as a whole. An active advocacy role is just a part of that legacy – thanks for being a part of our MPISCC Legacy.

From one advocate to another,

Mariles Krok, CMP 2015/2016 MPISCC President

Meeting Professionals International | Southern California Chapter LEADERSHIP

ADVOCACY You and I Will Make the Difference

by Thomas Smith, CMP

AS

I share these thoughts on Meetings Advcacy, it’s hard to believe that half of 2015 is behind us. How did this happen? This is a time of year where we reflect on our successes and learnings from the past. What worked well and what can we improve upon for the remainder of this year? I would imagine that, as many of us give thought to our personal goals and resolutions for 2015, that they most likely included eat healthier, slow down, establish normal working hours and enhance our personal and professional relationships.

I reached out to respected members of our industry for their thoughts on meetings advocacy. Interestingly, many shared the same views. All agreed that meetings mean business. Our industry creates jobs, drives economic growth, and contributes greatly to the U.S. GDP. If we collectively step up and advocate for our industry, what incredible successes we can bring forth? Begin at Step #1 and work your way up the advocacy ladder. In time, with teamwork and the dissemination of our shared successes, we’ll make a difference for everyone within our great career field:

I wonder how many of us gave thought to setting a goal for ourselves that included making a difference in our meetings industry, making it just a bit better. Or, as I prefer to say it, as meetings advocacy.

1.

First and foremost, clearly understand your role in our industry. Have an up-to-date job description. Be smart with your social media. Read, read and read more. Educate yourself on everything happening in our industry. Don’t put those hard-copy magazines aside. Take them home and actually read the articles when time allows. If you have questions or if you disagree, reach out to the author or editor and share your thoughts. Be visible and question thoughts and ideas that you believe should be enhanced. Schedule appointments with key thought leaders within your organizations that touch government relations; human resources, investor relations and marketing. Understand these internal partners and ensure that they understand your valuable role.

How many of you would agree with me that advocacy and to advocate are powerful words?

There are several definitions for advocacy that quite simply articulate my message. They include: Advocacy is active support of an idea or cause… Advocacy is the act of pleading for, supporting with a strong recommendation…

Advocacy is a person who pleads for a goal or propounds an idea…

With all of these in mind, I ask the question: How can each of us make a difference in our meetings industry?

It’s very simple. We need to speak up!

2.

Document. Take notes. Capture pictures. Listen.

Be aware of your surroundings. Approach your daily work life with the mantra that everything today can and should be better tomorrow. Don’t ever settle or accept that the present that is before you is somehow okay. It’s not. It really isn’t.

It’s not political, it’s personal.

Some might think that meetings advocacy is a political frame of mind. I’m not so sure of this. I believe that advocacy begins where we live and work. Like anything we embark on, it begins with that first step. Perhaps we can make a difference right here where we work; where we interact with our employers, clients, and local industry partners. While thoughts of jetting off to Sacramento or Washington, DC to carry signage and make noise sounds exciting, we must be realistic with what we can individually do. It all begins with you and me. It all begins right here in Southern California with our day-to-day dealings.

3.

Track successes. Be mindful of all the small and large win-wins that you bring to your organization and clients. Let your voice be heard. Email and write smart. Carefully pen your thoughts and observations. Watch for inappropriate actions and defend those with a faint voice.

Continued on page 6

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INTERCOM | Volume 115 May/June 2015

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Meeting Professionals International | Southern California Chapter YOU AND I continued from page 4

When you witness inappropriate behavior – poor management skills, unacceptable communications and those who are wrongly accused, be their advocate and let your voice and words be heard and read. Let management know what you and your team do for your organization.

Celebrate certifications, designations and the existence of your field.

gatherings. Set a goal for promoting recognition and understanding of what we do. The legislature cannot and will not help us if we are not clear in the value that we bring to the workplace and local economies.

7.

Listen and speak up. Don’t sit quietly when you hear something you disagree with. Bullying does not just happen on the school ground. It happens right here – every single day where we live, work and function in this industry.

4.

Contact your local community and state officials. If you do not know who they are, it’s time to collect their data. Check their websites and calendar their upcoming town hall meetings. Understand what their priorities are. Research what, if anything, they are doing to enhance local tourism and the meetings industry. Send your officials a communication. Introduce yourself. Let them know what you do for the local meetings and hospitality industry. Put yourself out there. There are committees, councils and task forces where you could make a difference. Share with your elected officials any and all information about MPI. Be our advocate.

LET’S THINK ABOUT OUR FUTURE AND A LEGACY WE CAN LEAVE BEHIND FOR THE NEWEST GENERATION OF MEETINGS

5.

PROFESSIONALS.

Teach and speak.

Embrace our industry and understand what is happening in our own community. Be knowledgeable about employment trends, wages and area taxes. Are we working in a community that business wishes to bring their meetings and events to? How does the infrastructure support our industry – local airports, traffic and light rail systems? Housing is either smart or unmanageable for the hard-working people who make this industry run.

8.

Think ahead. The year 2000 seems like it was just a few months ago.

Since we are quickly approaching 2016, let’s think about our future and a legacy we can leave behind for the newest generation of meeting professionals.

Like many, I have but a few more years before retirement.

My goal is to help make things better for everyone following behind me. Let’s advocate for equal pay for men and women.

Wages must be fair and appropriate for the communities that our workers live and work in.

The work place must be accepting, diverse and 100% welcoming of everyone who serves on that team. Employers should be fair, protect our personal rights and understand that individuals are unique and deserve respect.

The meetings industry is an honorable and hard-working career path. We must speak up and share our voices so that our industry continues to be recognized and valued for generations to come.

You and I will make the difference with our fundamental Meetings Advocacy. Take small steps and, walking together, we will make enormous strides.

6.

Expand Your Network. Many of us are longtime MPI members. There are numerous industry associations that touch what we do — association, catering, marketing and sales functions just to name a few. Attend and if do-able, belong to fellow organizations. Don’t just attend. BRING YOUR VOICE to their

Thomas “Tom” Smith, CMP, leads Global Medical Events for Baxalta. Tom is an Adjunct Professor on Event Planning and Management at California Lutheran University in Thousand Oaks, CA.

4 sss ACTION ITEM sss TO CONTRIBUTE YOUR VOICE AND EFFORTS TO MPISCC’s ADVOCACY EFFORTS, PLEASE CONTACT DESHAWN WYNN, 2015-2016 ADVOCACY CHAIR: deshawn.wynn@wynningtouch.com 6

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INTERCOM | Volume 115 May/June 2015

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Meeting Professionals International | Southern California Chapter ADVOCACY

THEIR PERCEPTION and OUR REALITY It’s Time To Create a New Story

by Geraldine Gatehouse | IMEX America

I

feel fortunate to be part of our vibrant, exciting industry that creates so many job opportunities for individuals at almost every level in such a wide variety of categories.

I’m proud to be a part of it for many reasons — the opportunities we get to make a difference, the ROI we provide, the knowledgeable professionals that make up our hospitality community, and the enthusiasm for the work that we do.

I am also now proud to be a part of our efforts and gains around industry advocacy — in raising awareness and support for how meetings and events help drive the global economy, jobs and knowledge sharing.

Prior to 2009 and the U.S. financial crisis, advocacy was not a word generally heard in connection with the meetings, events and incentive travel industry. When money seemed like it was flying everywhere but into our pockets or strengthening our businesses, when meetings were being cancelled and planners laid off, our first thoughts were not of advocacy but of survival. In an industry where sole proprietors, and companies of all sizes, could do what they loved and earn a good living, the financial meltdown was a difficult, unexpected shock, and a wakeup call of massive proportions.

realize it was time for action… and since then, the meetings industry has made some substantial progress.

The U.S. Travel Association has served as a consistent voice for the value of business travel and meetings and its direct link to the future health and growth of the American and global economies.

IMEX has been pleased to organize the annual Politicians Forum in Frankfurt, Germany since 2003. The Forum brings together senior government representatives, ministers, policy makers and meeting industry leaders to better understand how

To truly strengthen our industry for the future, advocacy must find a pervasive home in all of our jobs, day to day activities, ideas, plans and strategies.

The industry had suffered downturns before, but this was different. The severity of the situation made us 8

meetings bring economic opportunities to cities, regions and countries, as well as spur progress in scientific, educational and research exchanges.

In the last year we’ve also connected with an exciting “outside” industry champion in Bill McDermott, CEO of SAP, one of the world’s largest software companies. Bill has spoken passionately at both IMEX America 2014 and IMEX in Frankfurt 2015 about the value and effectiveness of meetings as a means to drive business growth and profit.

All of these efforts help us inform clients and governments, companies and partners, about the true bottom line, business benefits of getting people together to meet and collaborate in our digital, global, knowledge sharing economy.

However, while great progress is being made on an industry-wide level, to truly strengthen our industry for the future, advocacy must find a pervasive home in all of our jobs, day to day activities, ideas, plans and strategies.

But how do we do this? It can seem like a daunting task, but may actually be a lot easier than we think.

First, as industry professionals we need to be telling the story of the value of meetings. With the industry growing stronger and meetings being increasingly viewed as an important part of business success, we planners have the opportunity to demon-

INTERCOM | Volume 115 May/June 2015

strate and expand on that. Meeting planning is more than logistics and we have the opportunity to create and implement more meaningful strategic business events for our clients – ones that fit into their industry trends, opportunities and expertise areas.

Second, we need to stop laughing at the long-standing joke in our industry that no one, not even our families, understands what we do for a living. That used to be funny. These days, it is our responsibility to tell people about the significance of what we do. It could be based on stats around how many jobs and economic benefits our industry creates. According to 2012 CIC/PwC research, the meetings and convention industry injected $115 billion into the U.S. GDP and supported over 1.6M jobs. That’s pretty impressive!

It may be to talk about how your pharma groups discuss new treatments or how your agricultural clients are looking for more sustainable ways to farm. It can be about how a particular destination is rich in industry, academic and research resources for your clients meeting there. Sharing this type of data helps combat the misconception that our industry is about glitz and glamour. It shows the economic impact and knowledge transfer benefits of our industry.

tives, and regardless of which part or place of the industry you call home, I invite you to take a long look at what your job really involves and create a story of the business and community value you are creating.

Use that story to advocate for the value of meetings.

Third, do good. By incorporating sustainability into our programs we can impact bottom lines as well as help the planet. By bringing CSR elements into our programs, we enable our groups to give back to underserved communities.

Geraldine Gatehouse, IMEX America, is the 2015 President of SITE SoCal, an MPISCC member and Chair of Strategic Projects in 2014-2015.

Every day meeting professionals are involved in helping businesses grow, expand and evolve, and we should all be proud advocates for that.

So, whether you are involved in meetings, conferences or incen-

MEET, EAT, PLAY, MEET AGAIN.

(800) 648-2124

venturacountywest.com/meetings

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Meeting Professionals International | Southern California Chapter EVENT HIGHLIGHTS

2015 AWARDS CEREMONY and INSTALLATION

Legacy

CREATING OUR

by DeShawn Wynn, CMP | Wynning Touch Events

O

her vision come to fruition, the 2014-2015 Board of Directors made sure that her theme to Engage, Educate and Evolve was realized.

n June 17th MPISCC gathered for our annual Awards Ceremony and Installation. The Sheraton Los Angeles Downtown Hotel hosted the event and showcased their stunning newly transformed ballroom.

Some of the year’s highlights include: • A successful fundraiser at Dodger Stadium

The networking session was the perfect beginning to an extremely upbeat and fun night. Upon arrival, guests were treated to some delicious comfort food, and Malibu Family Wines allowed us to sample some of their fine wines. Champagne Creatives’ photo booth was definitely the hit of the night, as guests tapped into their inner ego and took pictures with colleagues and friends.

• The renamed Beverly Laing Golf Tournament executed its first 5K • February’s State of the Industry meeting was held in two locations, Las Vegas and Los Angeles, for the first time.

• Increased scores in every category of MPI International’s Member Satisfaction Survey.

The doors to the California Ballroom opened to reveal a beautifully decorated space that sparkled and popped with gorgeous glittering tablecloths, beautiful orchid centerpieces, as well as elegant lighting and stage décor.

The purple and grey accents not only complimented the renovated décor of the ballroom, but it was the perfect branding for this year’s logo.

Debbie Hawkins made a video acceptance of the Chapter Leader of the Year award for her 11 years of invaluable service as Executive Director. The announcement of her retirement brought a brief bit of sadness to the moment.

Although our purpose was to celebrate a year of amazing accomplishments, there were a couple of bittersweet moments that took place during the program. During the year end wrap-up, Mariles Krok paid tribute to our beloved Beverly Laing, who lost her battle with cancer midway through her term as president. Although she was not able to see

The engagement of MPISCC’s membership was a very important part of Beverly’s vision. Many members took up the challenge and became involved on committees for the first time. A few of the members whose contributions stood out were honored during the awards ceremony, accepted their crystal trophies from a pair of beautifully creative human swans.

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INTERCOM | Volume 115 May/June 2015

The 2014-2015 Award Winners were: Lois K Hauser Award: Carlos Murillo President’s Award: Lynne Bynder Past Presidents Award: Michel Dominguez Chapter Service Award: Debbie Hawkins Gary Rosenberg Scholarship: Shelley Grey, CMP; Michelle Berman, CMP Chapter Planner of the Year: Geraldine Gatehouse Chapter Supplier of the Year: Nicole Newman Chapter Leader of the Year: Bryan Quinan, CMP Shining Star of the Year: Marcelle Moje After the awards were presented, Past President Maribel Denner called the 2015-2016 Board of Directors to the stage to be sworn in. This was a very special moment because Maribel is the person responsible for encouraging Mariles Krok to become an MPI member. Little did she know that 19 years later she would swear in her colleague and friend as President.

Mariles spoke about her path to presidency, from selling raffle tickets at events to leader of our chapter. She spoke about how her involvement with MPI has made her a better supplier by increasing her understanding of the industry and the needs of her planner clients. She stated that she has drunk “the MPI Kool-Aid through a fire hose” and is looking forward to this next opportunity.

Continued on page 12 11

Meeting Professionals International | Southern California Chapter LEGACY continued from page 11

The theme that Mariles has chosen for her board year is Legacy. Her goal is to motivate incoming chapter leaders to create a legacy that leaves MPISCC stronger and better than when they started.

Mariles concluded by thanking the members who have supported her thorugh her MPI career. She also thanked her extremely supportive employer, the Los Angeles Tourism & Convention Board. And most importantly she thanked her wonderful family; her mother, stepdad, daughter Kayley, and her “rock” — ­ her husband John.

Mariles outlined the Board’s initiatives for the year: I. Create and better communicate our value in order to recruit, retain and engage members

This evening ended with a fantastic after party. The Replicas got everyone on their feet and out on the dance floor. During dance breaks attendees feasted on cupcakes, the most amazing mini doughnuts, cookies, and custards. And what better way to wash it down, than with tastings of local craft beers.

a. Personalize the member experience by creating additional value and benefits b. Offer more networking opportunities c. Develop a Community Outreach program to address the needs of our diverse membership

DJ Danno closed out the party with a mix of salsa, R&B and pop hits. After a night of laughs, smiles and lasting memories, everyone was able to take home a sweet treat from Dylan’s Candy Bar.

d. Include social media in sponsorship and advertising packages e. Create more opportunities for volunteers to get involved

VIP Table Sponsors LA Tourism & Convention Board Sheraton Gateway Hotel LA Airport Caesar’s Entertainment & Concourse Hotel at LA Airport.

II. Provide relevant, quality education and professional development opportunities to further the meetings industry as well as promote meetings industry advocacy.

We appreciate our Installation Sponsors:

a. A new February event which will be a hybrid Weekend Education Summit and EdCon b. The annual State of the Industry meeting will be held in conjunction with North American Industry Day (NAMID)

Replicas Music

Chameleon Chair

Inventive Lighting

Miso Full

Lounge Appeal

Malibu Family Wines

The Good Photographer

Luxe Linen

c. The October educational program will focus on Senior Planner members

Choura Events

Classic Party Rentals

d. The creation of the Beverly Laing Student Scholarship that will award a 1-year membership and registration to programs and events for a year.

LA Beer Hop

Dylan’s Candy Bar

DJ Dano

LA Photo Party

Fun 4 Events

The Sound Dude

Champagne Creative Group

LAPD

e. Continued support of the Meetings Mean Business and Meetings Move Us Forward campaigns.

Details by Oksana Sheraton Los Angeles Downtown

III. Add to our Chapter’s current financial reserve to ensure that the legacy endures despite any future storms 12

INTERCOM | Volume 117 September/October 2015

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Meeting Professionals International | Southern California Chapter PROFESSIONAL DEVELOPMENT

Albert Einstein put it best when he said, “The formulation of the problem is often more essential than its solution.”

In the information age, it’s not usually hard to find solutions once you understand the problem. We have a world of knowledge at our fingertips. In a few seconds I can answer almost any question. Of course, in order to do that I need to know what the actual question is.

WHAT IS THE

PROBLEM?

by Carl Christman

W

ith the massive amount of information available to the public, we can all solve problems. The skill comes in defining the problems in the first place. With this paradigm shift, problem identifiers are in higher demand than problem solvers. According to a survey of employers conducted by the Conference Board, the most important creative skill the employers looked for in new employees is the ability to identify and articulate problems. To address this need, schools like the University of California, Berkeley’s Haas School of Business are offer-

ing courses on Problem Finding, Problem Solving. As lecturer Sara Beckman explained, “Part of being an innovative leader is being able to frame a problem in interesting ways and to see what that problem really is before you jump into solving it.”

Thanks to WebMD and other websites, I can find the cure to whatever ails me. The problem is that, without medical training, I seldom know what my ailment is. When I type in my symptoms I find out that it could be heartburn or cancer. The most important role of medical professionals is to identify the problem and make a diagnosis. Doctors figure out

For meeting planners the first step needs to be: identifying what problems an organization has. For meetings to be a necessity rather than a luxury, they have to solve a problem. Solving that problem and putting together amazing meetings is where planners thrive. But it is important not to overlook the original problems the meetings are solving.

why I am nauseous. Dentists figure out why my tooth hurts. Therapists figure out why I am afraid of clowns.

None of that can be found online.

Anyone can look at the grade book for my classes and identify which students are struggling. The role of a teacher, a good one anyway, is to figure out what the root problem is, why that student is having problems. Once I have figured out whether it is a problem comprehending the material, a lack of motivation, or personal problems, I can focus my efforts to help him or her succeed.

their own companies. Meetings are a great way of keeping up to date on industry standards. When it comes to webinars and video conferencing, participants miss the chance encounters and bonding that help strengthen organizations. Meetings are the best way to build those real human relationships.

For suppliers, the first step is to identify what problems a meeting planner has. There is a lot of competition out there and with the Internet; virtually every service is right at people’s fingertips. If you can identify a problem meeting planners will have before they do, you will be

Within organizations employees often become isolated in their own departments. Meetings are a wonderful way of strengthening relationships across the organization. Within industries, people can become isolated in

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INTERCOM | Volume 117 September/October 2015

SAVE THE DATE

in an excellent position to solve it for them. If, of all your competition out there, you best understand the real world problems they are facing, you will be their choice to help solve them. Don’t wait for them to call you with their problems. Help them find the problems in the first place.

can find are on infomercials. They often start with a black and white reenactment with terrible actors.

As they overreact to the common annoyances of everyday life, the narrator says, “Don’t you hate it when this happens?” or, “Have you ever had this problem?”

I don’t take my car to the mechanic to have my timing belt replaced.

I take it in to find out what that strange sound is under the hood.

I don’t take my computer in to have the RAM increased. I take it in to figure out why it is running so slowly. And I don’t go to my accountant to take advantage of specific tax deductions. I go in to find out what deductions are available. Naturally, I will continue to give them my business because these professionals have established authority.

I now like them, they have helped me, and I want to reciprocate, and because I want to be consistent.

For example, I never knew that I had a problem of my hands getting cold when I had to take them out from under the blanket to hold my book or type on my computer. But now that they mention it, that does bother me and I definitely need a Snuggie.

MPISCC Annual Fundraiser

The only way to address people’s needs is to know what they are.

Part of this has to do with just being human and relating your experiences to theirs. What problems do you generally have that other people probably share? The more you know about your customers, the easier it will be to identify their needs.

Stay tuned for more details!

For meetings to be a necessity rather than a luxury, they have to solve a problem.

A good salesperson — and we are all in sales of some sort — will identify a problem that the customers never knew they had. My sister always seemed to get mineral deposits on her shower door. She never really thought about it and did not realize she had a problem. One day a salesman came to her door out of the blue. He asked her if she had a problem with spots in her shower and she told him that she did. He then proceeded to explain the problem with hard water. Even though she had never given it much thought, he successfully identified the problem. It was only natural then that she would buy the water filtration system he was selling.

This article is an excerpt from Carl Christman’s bestselling book How to Read Minds & Influence People.

Carl is a teacher, author, and speaker. He plays with language, psychology and non-verbal communication to educate and entertain audiences.

Madame Tussaud’s November 5, 2015

For more information and sponsorship opportunities, please contact Mai Johnson, Director of Special Events at mjohnson@mgmresorts.com or Michele Berman, Chair, Annual Fundraiser at micheleaberman@gmail.com

There are countless examples of good salespeople discovering problems, but the most extreme ones I 15

Meeting Professionals International | Southern California Chapter MARKETING

A Philosophy of Branding HOW TO BUILD INFLUENCE AND MANAGE PERCEPTIONS

by Alvalyn Lundgren | Alvalyn Creative

B

randing is a popular discussion topic in my circles, and in the course of those conversations I gain a lot of insight into the perceptions we have about it. One widely-held understanding is that branding means having a logo and using it in your marketing efforts. On the surface, that is a correct perception. But there is a bigger picture that is often unnoticed, and because it’s unnoticed, it’s neglected.

Any design created for branding purposes needs to appeal specifically to those people you are targeting.

Your values are the basis of your branding decisions. An enterprise is built and functions on a set of standards. Those standards – values – need to be defined and consistently upheld internally and externally.

In order for a designer to create your brand assets, she need to be informed of your values. These values will inform your graphics.

Branding is reputation and influence. We do not really create a brand. Instead, we create the visual assets and experiences upon which a brand is built. For meeting suppliers and planners, the work of managing our brands for ourselves, our businesses and the events we create is that of managing others’ perceptions. To do that, we carefully choose how we dress, act, respond and communicate, in a figurative sense.

We decide how we want to be known, and do what’s necessary to become known in that manner, but at the end of the day, it’s up to our customers and guests to understand us correctly.

Invest in your brand. Building your brand requires time, strategy, tweaking, and readjustment. Commit the necessary time and funding to do it right. Graphics are just the beginning of public brand building, and they should be of the highest quality you can afford. Your logo and related visual assets require the appropriate amount of time for proper development in order to function effectively once they’re put to use. Rushing the design process, crowdsourcing, holding a competition, or buying a ready-made graphic on the cheap may prove to be very detrimental to your brand.

Where design and business, or design and events, meet is in the facilitation of good reputations and the growth of influence. Great care needs to be taken to craft the graphic environments — an email blast, a print ad, a slide deck, a website, an invitation — that will accurately represent businesses to their customers or engage an audience at a conference. Some of what I keep top-of-mind during my creative process include:

Once you send your graphics out into the marketplace, you will need to manage perceptions. Allowing things to simply float out there without steering and adjusting your course can bring unfavorable results.

In fact, the greatest effort begins once the brand is launched. You will spend far more on managing your brand than you did on its visual development.

The success of your brand is up to you. Once the designer has created those amazing graphic assets, your work really begins. It’s no longer up to the designer. You are now at the helm. Ways in which planners and suppliers can manage a brand include:

Building a brand is not immediately achieved.

Branding is the process of demonstrating who you are.

It’s your reputation, which is earned over time. There are first impressions, but there are no instantaneous successes.

Use and enforce visual guidelines. The most basic aspect of brand management is to ensure that the visual components are being used consistently and appropriately across all platforms. The larger your enterprise is and the more people you have working with those components, the more you will need to make sure the graphic guidelines are being upheld. If you did not ask your designer to create a graphic standards

You don’t need to convince everyone. You just need to convince the right ones. The entire world is not your audience. A narrowly-targeted audience is necessary for branding success. The targeted audience should be specifically defined based on who you are and what benefits you offer. You can’t sell to everyone, because not everyone wants or needs your services.

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Update strategically. A change of values or a change of audience requires a brand update. When the vision of your enterprise changes, your brand assets need to evolve as well.

manual for your brand, go back to him or her and have them create one. Then, be sure to provide the guidelines to those who will handle your graphics.

Build trust. Trust is a core value of branding. A successful brand is well-defined and authentic. It is not a copy of another, but emerges from a unique story.

Beyond the quality of your visual communications, you’ll need to address the intangibles such your customer service, your voice, your attitude, how you manage and train your staff, how you work with subs, and the consistency of your message compared to your actions.

Don’t update just to follow a trend. Branding is based on values and vision, not popularity. Update based on your core values. Updating any visual pieces to follow trends means that they will no longer be on trend once the trend fizzles.

Be patient. Reputations are not built overnight. A successful brand establishes value through strategic choices and implementations over time. Staying-power, adaptabilty and consistency are necessary. A wellmanaged brand is inherently meaningful and becomes powerful in time, and that’s what you need to sustain and grow your enterprise.

Stay relevant. To be successful over the long term, your brand must remain valuable to your audience.

How many businesses have launched a product or service that flared and fizzled as culture, technology or systems changed? Constant monitoring of the marketplace is necessary, as well as the ability to anticipate the direction things will take. To remain relevant, connect with your audience through email marketing, social media, web sites, and print. Ask questions.

Conduct surveys. Launch apps. Listen to the feedback your customers provide. Take note of the questions your attendees ask, and tweak your visual communications to address those questions. Keep an eye on what your competitors are doing. Take the lead in updating and innovating new products and services.

Your brand is what your audience experiences it to be.

An enduring brand is meaningful, visual and actionable.

It represents something that people want to attach to.

Grow your brand well, and your business will grow.

Alvalyn Lundgren is owner of Alvalyn Creative, an independent design practice focusing on visual branding for businesses, events and non-profits. She is Editor and Creative Director of MPISCC’s InterCom. A version of this article was published on her blog.

Corporate and Event Branding Visual design and branding strategies for Festivals, Conferences, Seminars, Trade Shows, and for those who create them.

Print, Web, Email, Signage, Social Media

to the Great Frontier

Lighthouse Church Fall Branding Program | v1 | 7.10.2012

Alvalyn Lundgren www.alvalyn.com alvalyn @ alvalyn.com 805.857.7981

BREAK AWAY CAMP

@alvalyn

/AlvalynCreative

/Alvalyn

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/alvalyncreative

/AlvalynCreative

Meeting Professionals International | Southern California Chapter ADVOCACY

Becoming

Contagious

by DeShawn Wynn, CMP | Wynning Touch Events, MPISCC Advocacy Chair

to explain to our local leaders why we are so passionate about the work that we do. We want to introduce MPISCC to the local politicians from each of the cities represented in our chapter.

We want our excitement to become contagious.

i

am excited to be the new chair of MPISCC’s Advocacy Committee.

The committee was formed in 2013 under the direction of Past President, David Anderson. Under David’s leadership the committee sought to educate MPISCC members about the importance of being a champion for the meetings industry. They created the Advocacy Charter which is located on the MPISCC website. The Charter defines the committee’s overall purpose which is to coalesce event professionals, students, business leaders, media, and politicians to become advocates for one of the largest and most economically beneficial industries in the country.

This year we plan to build upon the work that has already been done by focusing our attention on building relationships with influential people outside of our industry. We want

The North American Meetings Industry Day (NAMID) was created to show the real impact that meetings and events have on business. The second NAMID will take place in April of 2016. Our chapter has decided to support this endeavor by holding one of our largest monthly programs, the State of the Industry, on that day. It is our goal to ensure that this event is not just attended by MPI members.

We want to welcome local press, politicians and business leaders to attend as well. We want to solidify our relationship with these entities by allowing them to see and experience just how amazing MPISCC and its members are.

In order to reach our goals, the committee needs your help!

Do you love what you do? We need you to tell your story and explain just why this is absolutely the best profession to be a part of. Do you have 18

We don’t want MPISCC to be the best kept secret in town. contacts with people who work in city government? We solicit your help to meet and schedule meetings with our local leaders. What about the press?

We want to utilize our local newspapers and news outlets to tell our stories. If you have relationships with the press, we would love your help.

We don’t want MPISCC to be the best kept secret in town. We want the people in our communities to understand that we don’t just know how to throw a great party. We want our local leaders to understand that it is because of us that things get done.

If you have questions or want to get involved please contact me at: deshawn.wynn@wynningtouch.com.

INTERCOM | Volume 117 September/October 2015

Certificate in Meeting Management Is earning your CMM a priority in 2015?

MPI and GBTA have teamed up to bring you an updated Certificate in Meeting Management (CMM) Program to bolster your business management skills and advance your career. And, the next program is in your own backyard!

Scheduled for November 12-15, 2015 in Anaheim at the Anaheim Convention Center, you can take advantage of the close proximity and have your CMM designation behind your name in 2016!

Need a bit of monetary assistance? There are several MPI Foundation scholarships available to assist with your expenses.

To take advantage of the CMM Program in Anaheim, all you have to do is fill out your application. Once your application is completed and accepted, you will be able to register to attend any upcoming CMM program in 2015 and beyond.

If you have already taken the step to apply and have an accepted application on file, you can go straight to the GBTA website to register.

Registration for the Anaheim CMM Program closes on October 8 but don’t delay as spaces are filling up quickly.

If cost is a barrier, remember the MPI Foundation has a limited number of CMM Program scholarships available for those applicants who have been accepted and are MPI members in good standing. If you are interested in applying for a scholarship to attend the Anaheim program, click here for the application and for more information on eligibility requirements.

Take the next step, and earn your CMM in 2015! www.gbta.org/cmm/Pages/default.aspx

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Meeting Professionals International | Southern California Chapter EVENT HIGHLIGHTS

SUMMER

SOUL

M

PISCC members and guests had an amazing time in the outdoor garden setting of Malibu Family Wines on July 22.

The gathering included wine tasting of Semler and Saddlerock labels, food and wine pairings, lawn games, and exotic animal tours on the adjacent 1,000-acre Saddlerock Ranch.

Music by L.A. Soul Project and the Santa Monica Mountains created the audio and visual backdrop for the event. The food was crafted by L.A. Roots Catering.

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INTERCOM | Volume 117 September/October 2015

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Meeting Professionals International | Southern California Chapter NEW MEMBERS

Tara Becker Los Angeles Party Designs tarab@lapartydesigns.com

Marilyn J. Glawson Marilyns Event Management marilyn@marilynseventmgt.com

Ginny Pohlman Smart Meetings 360 ginny@smartmeetings.com

Deborah Bohunita Student debbyboh@yahoo.com

Heather Gonzalez Long Beach Convention & Visitors Bureau heatherg@longbeachcvb.org

Rachel Prince OUE Skyspace LA Rachel.Prince@OUE-SKYSPACE.com

Lenore Boling Student lenoreboling@gmail.com

Tracy Griffin Atomic Design (Rental Solutions) tracy.griffin@atomicdesign.tv

Alexis Robbins Student obbinsalexis@gmail.com

Wendy D. Bolte KSL Resorts wbolte@kslresorts.com

Ruby Guzman DIRECTV Corporate Office rguzman@directv.com

Denise Ronayne LA Auto Show denise@laautoshow.com

Sandon Brady RED Company sandon@red-company.com

John Hansen La Quinta Resort & Club A Waldorf Astoria Resort johnhansen717@me.com

Kim Ruggles Kim Ruggles Events kim@kimrugglesevents.com

Danny Brassell Danjea Corp. danny@dannybrassell.com Gigi Cabrera St. Regis Monarch Beach gigi.cabrera@stregis.com Katia Cano Student cano_katia@yahoo.com Amanda Cantu Student cantu.amanda.s@gmail.com Christine Chang Petersen Automotive Museum cchang@petersen.org Kathleen Cook Embassy Suites LAX SouthHilton Hotels kathleen.cook@hilton.com

Alexis Higginbotham Student alexishigginbotham@sbcglobal.net Emily Kain Rose Bowl Operating Company ekain@rosebowlstadium.com Dee Knopp Diversity Alliance for Science, Inc. dee@diversityallianceforscience.com Nicole Leonetti, CMP Wolfgang Puck Catering nicole.leonetti@wolfgangpuck.com Julian Lile LA Auto Show julian@laautoshow.com Melissa Loos Patina Restaurant Group mloos@patinagroup.com

Veronica Savage UCLA rsavage@recreation.ucla.edu Casey Singh OUE Skyspace LA Casey.Singh@OUE-SKYSPACE.com Pauline Sokolovsky Academy Ground Transportation ps@academyride.com Judith Swingler, CMP The Garland judith@thegarland.com Ashley Totin JC Resorts, Inc. atotin@jcresorts.com Justin VerBurg Justin Ver Burg Corporate Entertainer corporate.shows@gmail.com

Tessa Crist Marriott International tessa.taufen@Marriott.com

Anna Wahl Luxor Hotel & Casino/ Yesenia Lopez Student MGM Resort International awahl@mgmresorts.com eventsbyyes@yahoo.com

Robin Crocker St. James robin@webcrocker.com

Martin Lowery OpusVertex International, LLC martin@opusvi.com

Tiffani Walker Paragon Events, Inc. tiffaniw@paragon-group.com

Sabrina Dimond JW Marriott Desert Springs Resort & Spa sabrina.dimond@marriott.com

Mario A. Manzanilla Student mmanzanilla@kennedycorp.com

Jamison Dufour Raytheon Company mpi@mitchrigger.com

Christine Mendez Pacific Park cmendez@pacpark.com

J.J. Wedel Davidson-DoubleTree by Hilton Hotel Los Angeles Westside jwedel@doubletreelawestside.com

Eric Edmunds Questex Media Group eedmunds@questex.com

Bruce Merrin Celebrity Speakers Entertainment merrinpr@lvcoxmail.com

Traci Ferritto Green Valley Ranch Resort traci.ferritto@stationcasinos.com

Candace Miller Trump National Golf Club, Los Angeles cmiller@trumpnational.com

Patricia Fisher YP Event Manager fisher@yp.com

Parker James Miller The Langham Huntington, Pasadena parker.miller@langhamhotels.com

Jaclyn Friedlander Lucky Laughter Photo Booth Jaclyn@luckylaughter.com

Anne Muehlenbeck-Descloux The Boeing Company Anne.Muehlenbeck-Descloux@boeing.com

Keith Fromm Stradella Court Mansion keithfromm@aol.com

Kazia Olkowski Causeway Capital olkowski@causewaycap.com

Nancy Garvey, CGMP, CTA Sonoma County Tourism Bureau ngarvey@sonomacounty.com

Doreka Patterson Student Doreka1@aol.com

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Lucy K. White The Boeing Company lucy.k.white@boeing.com Melissa Widman Student melissamwidman@gmail.com Bo Willsey JD bwwseattle@gmail.com Heidi L. Winston Wedbush Securities heidi.winston@wedbush.com Sheri Young Blizzard Entertainment Inc. saethella@yahoo.com

INTERCOM | Volume 117 September/October 2015 OUR MPISCC STRATEGIC PARTNERS

Thank You

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275 East Hillcrest Drive, Suite 215 Thousand Oaks, CA 91360

om Onmli.cnoem rC Inwtwe.m pisccinterco

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IN THIS ISSUE

President’s Message

3

Becoming Contagious

18

You and I Will Make The Difference 4

CMM Program Comes To Anaheim

19

Their Perception and Our Reality

Summer Soul

20

8

2015 Awards Ceremony & Installation

10

New Members

22

What Is The Problem?

14

Strategic Sponsors

23

How To Manage Your Brand

16

FALL CMP STUDY GROUP STARTS 9.10.2015 www.mpiscc.org/education-events/cmp-information/

INTERCOM

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