MPISCC Intercom March/April 2015 by Alvalyn Creative

INTERCOM Designed and Edited by Alvalyn Lundgren | Alvalyn Creative

VOLUME 114 | March/April 2015

ATTEND SPONSOR HELP HOST PAGE 17

Audrey Thomas, Chris Heeter, Corbin Ball, Kaplan Mobray, Mark Stewart, Matt Jones, RIchard Aaron, Steve Levin, Todd Szilagyi

SESSIONS FEATURE:

Inspirational Monterey County

Your Personal & Professional Brand

for Authentic California Meetings

LinkedIn Best Practices

PAGE 14

PAGE 6 1

Engaging, Educating, Evolving Mid-Year Review PAGE 22

Meeting Professionals International | Southern California Chapter DESIGN & EDITORIAL Managing Editor/Designer Alvalyn Lundgren | Alvalyn Creative alvalyn@alvalyn.com 805-857-7981 Contributing Editor Laura Bergersen, CMP Contributors David Anderson, Corbin Ball, Laura Bergersen, Christine Hartman, Niki Jones, Rosa Navas, Nicole Newman, Thomas Smith, Michelle Thornton, John Trask, Amy Zelinsky Photo Credits pp. 4, 12-13: Alvalyn Lundgren pp. 14-16: Monterey CVB

INTERCOM114 IN THIS ISSUE

President’s Message

Insider Tips

Foundation Facts

MPISCC

Officers & Directors 2014-2015 President Mariles Krok, CMP Los Angeles Tourism & Convention Board 424-731-7781 Immediate Past President David Anderson, CMP Eventive Group 562-438-4834

MPISCC MONTHxMONTH 4

Vice President of Communications Laura Bergersen, CMP Laura B Events 562-234-8819

Professional Development Your Personal and Professional Brand 6

Vice President of Education/Programs Nicole Newman SearchWide 951-640-3745

Why MPI? Buy MPI

Tech Talk Dump the Binder

Vice President of Finance Amy Zelinsky, CMP A to Z Meetings & Events 818-646-3445 Vice President of Leadership Development Joe Marcy, CMP Westin Long Beach 562-499-2005

Program Highlights Fresh Tech

Destination Spotlight Inspirational Monterey County

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

Coming Attraction SoCal EdCon: Be Active

Awards and Recognition Shelley Grey, CMP TCW 213-244-0579

Outreach Hashtags, Chili and Kids

Fundraising & Advertising Joe Martin. CMP BDI Events 323-692-0802

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

Coming Attraction MPI Foundation Chairman’s Challenge 5K Run/Walk

Industry Trends Geofencing, Proximity Sensing and iBeacons

Leadership Engaging, Educating, Evolving

Member Recruitment Michelle Conant LuxBus America 949-400-4583

Save the Date May Monthly Program: Peer to Peer

Monthly Programs Carlos Murillo Harrah’s Rincon Resort 760-751-3219

Member News

Professional Development Bryan Quinan, CMP Milken Institute 310-570-4638

Strategic Sponsors

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

Directors

Marketing and Publications Jane Mato, CMP Hilton Waikoloa Village 310-523-3896

To Advertise

Please direct advertising inquiries to: Joe Martin, CMP | BDI Events 323-692-0802 joe@bdi-events.com 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.

To Become an MPI Strategic Partner

Please direct sponsorship inquiries to: Shang Hur | HelmsBriscoe 626-449-9111 shur@helmsbriscoe.com 2

Vice President of Membership Christine Hartman Ice Hat Creative 310-601-0695

Member Care Akemi Shapiro Crowne Plaza Ventura Beach 805-652-5118

Public Relations and Media Meredith Delfosse 909-802-9208 Special Education Mai Johnson Luxor & Excalibur Hotel & Casino 702-262-4824 Special Events Michelle Thornton, CMP NBCUniversal 818-777-6044 Strategic Sponsorship Shang Hur HelmsBriscoe 626-460-8991 Executive Director Debbie Hawkins, CAE, CMP 805-449-9111

INTERCOM | Volume 114 | March/April 2015 PRESIDENT’S MESSAGE

A LEGACY OF

Passion, Dedication and Commitment

Hopefully, you were able to attend one of our State of the Hospitality Industry: A Divergent View programs in either Los Angeles, at the Line Hotel, on February 11th or in Las Vegas, at The Westin Las Vegas Hotel, Casino & Spa on February 12th. I hope that you were able to extract some valuable information as well. This has always been one of our most well-attended, signature programs.

s you know, we lost a great leader, colleague, and friend on November 28, 2014. Beverly Laing fought a courageous battle with cancer and will always be remembered for her passion, dedication, and commitment to our chapter and to the meetings industry.

We honored Beverly’s memory with a celebration of her life immediately after the January monthly program at the London West Hollywood. Beverly’s husband, Jim, and Past President, Lynne Bynder, shared a heartfelt tribute, and Carlos Murillo, Director of Monthly Programs, presented Jim with the beautiful butterfly painting that was created at Beverly’s installation at the Hollywood Roosevelt last year. The picture was presented on behalf of our chapter as a token of our appreciation for Beverly’s service to our members.

Another opportunity to EDUCATE yourself is to register for our 3rd Annual SoCal EdCon & Expo (S.E.E) taking place on April 23 & 24, 2015 at the Hilton Orange County/ Costa Mesa. San Diego MPI (SDMPI), MPI Southern California Chapter (MPISCC) and MPI Orange County (MPIOC) are collaborating to offer outstanding networking and educational opportunities for planners, suppliers, and exhibitors alike. Hope to see you there!

Due to Beverly’s sudden passing and in accordance with our chapter bylaws, the Board of Directors voted that I step into the role as President early, to fulfill the balance of the board term. I will continue on to serve as President next year to fulfill my originally slated term. David Anderson, Immediate Past President, will also extend his current role next year. It truly is an honor and a privilege to carry out Beverly’s vision and objectives for the remainder of the year and continuing to Engage, Educate, & Evolve our chapter membership and meetings community.

By engaging with our members and participating in our educational offerings, I hope that you are able to EVOLVE both personally and professionally. MPISCC’s Mission Statement is as follows: MPISCC is a member centric organization focusing on professional development for the meetings and events industries. Established in 1979, MPISCC is recognized as an award-winning chapter with over 500 members serving the Santa Barbara, Palm Springs, Las Vegas and greater Los Angeles areas. As a volunteer organization, MPISCC relies on its members to craft, guide and direct the local meetings industry in support of MPI’s overall vision and mission.

With that said, I invite you to ENGAGE by participating in the MPI Global Membership Survey that launched on February 13th. Please be sure to participate by completing the survey if you haven’t already done so. Share your thoughts and let MPI International know if and how they can improve. The survey closes on February 27th, so be sure to let your voice be heard.

Join me in serving our membership, and EVOLVE as an industry professional. Respectfully,

I would also like to invite you to ENGAGE by registering for our Beverly Laing Golf Tournament, 5K, & Wellness Day taking place on Monday, March 23rd at the Los Coyotes Country Club. This event will offer something for everyone whether it’s golf, wellness, education, networking, or exposure, so please register and support us there as well.

Mariles Krok, CMP Los Angeles Tourism & Convention Board MPISCC Chapter President

Meeting Professionals International | Southern California Chapter

MPISCCMONTHxMONTH

FOR MPISCC MEMBERS

Insider T ps

MARCH 2015 Monthly Program March 17, 2015 11:00 am–2:00 pm Marina del Rey Hotel | Marina del Rey, CA

Track Your CMP CEUs! Keep track of your CEUs on the MPI International website. MPI provides Continuing Education Unit (CEU) credits for learning activities as an additional membership benefit. Acquire CEU credits by attending chapter and national educational programs or by viewing webcasts on mpiweb.org.

The Beverly Laing Golf Tournament, 5k & Wellness Day presented by MPISCC and American Golf March 23, 2015 9:00 am–8:00 pm PAGE 21 Los Coyotes Country Club | Buena Park, CA

MPISCC provides verified CEUs for its monthly programs. Contact hours are defined as education hours and do not include networking or social time. Eligible chapter programs list the CEU credit information in the invitation/evaluation. Check each event on our calendar for the correct CEU information.

APRIL 2015 MPI 3rd Annual SoCal EdCon & Expo (S.E.E) April 23–April 24, 2015 | 11:00 a.m. PAGE 17 Hilton Orange County | Costa Mesa, CA

http://mpiweb.org/Portal/Career/CEUs

MAY 2015 Monthly Program: Peer to Peer May 12, 2015 Details TBA

How to Calculate CEUs Clock hours are the direct amount of time spent in the session. (1 hour in session = 1 clock hour)

PAGE 23

JUNE 2015

CEU conversion = 0.1 CEU is equivalent to 1 clock hour; 1 CEU is equivalent to 10 clock hours.

Installation & Gala June 17, 2015 Details TBA

Write for Intercom! Boost your visibility, share your knowledge and gain industry credibility by writing for Intercom. We encourage contributions from our members on a wide variety of topics, including monthly meeting reviews, leadership, advocacy, time and project management, volunteering and volunteer experiences, locations, tips, techniques, top 10 lists, howtos, and more. Contact Alvalyn Lundgren, Intercom Editor: alvalyn@alvalyn.com. The Gary J. Rosenberg, CMP Scholarship committee is accepting applications for this prestigious award through March 7th, 2015. Qualified candidates may apply via http://mpiscc.org/membership/rosenbergcmp-scholarship/

Foundation Facts

SEEN MPISCC members

share heartfelt words at the Celebration of Life for Beverly Laing following the January program.

Did you know the MPI Foundation has approximately 145 grants and scholarships available in 2015? There are membership scholarships, professional development scholarships, and even conference registration scholarships. Visit www.mpiweb.org/ foundation/GrantsandScholarships for more information! 4

INTERCOM | Volume 114 | March/April 2015

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Meeting Professionals International | Southern California Chapter PROFESSIONAL DEVELOPMENT

Your Personal and Professional Brand Tips for Using LinkedIn to Grow Your Influence by Thomas Smith, CMP

Your Photograph This is quite simple: dress in “business attire”. LinkedIn is a professional networking site.It is not Facebook. Please, leave your children out of view. DO NOT hug your dog. Your wine glass will be just fine placed on a nearby table. Please, select a photograph in which you are looking into the lens of the camera, not where you are looking off into the distance at who knows what. If you choose not to post a professional picture, your readers will wonder why. Your profile REQUIRES a picture of you.

ome time ago, if you had asked me what a personal brand was, I would have been unclear. It’s a terminology which, until recent years, was simply not used with frequency. Fast forward to 2015. I not only understand what a personal brand is, I have enormous respect for it and its meaning. Our personal and professional brand is everything. It is who we are. It is what we say, what we read, what we endorse and how we approach our industry and all that it stands for. The organizations that we represent have marketing goals. We market to bring awareness about our companies, our products and events. We market to bring attendees to our programs; to excite the public about our professional services. We market to ultimately build trust and a strong following.

Site Profile When writing your copy, think “less is more”. Keep your copy short, crisp, relevant, and to the point. List specific areas of responsibility and successes. Your LinkedIn site is not your resume. Listing everything on your resume is too much information. Connections When connecting with professionals, think in terms of quality versus quantity. An individual with thousands of connections may not even know who many of them are. Do you really need to be connected to your gardener, house painter, and dog groomer? We are meeting professionals. Focus on connecting with individuals who touch our industry. The professional who strives to have SMART connections — those that are relevant and can make a difference — a re BRAND WISE.

In this competitive workforce, each and every one of us must be mindful of our professional brand. Our brand is an accumulation of perceptions that people have about us. It is the essence of what we will ultimately deliver as meetings industry professionals.

Your LinkedIn profile is never complete.

Recommendations One of the best features on LinkedIn is the opportunity to RECOMMEND. While it is wonderful to be recommended, it is equally BRAND WISE to share recommendations with professionals who have done EXTRAORDINARY work. Please, do not recommend just for the sake of being kind. Be strategic and save these professional endorsements for those who are most deserving.

Successful brands understand the needs of their clients. They differentiate themselves and pride themselves with stellar communications and messaging. These brands and individuals deliver on their promise. They do all these things CONSISTENTLY.

Education Our educational achievements do not just come in the form of college degrees. Certifications, special course work and other learning opportunities should be proudly shared and listed.

Today, with many social media tools available to us, LinkedIn is an outstanding resource that provides branding opportunities for the meeting professional. I think of it as a “work in progress”. Our LinkedIn site is NEVER complete. It is NEVER fully up-to-date. It can ALWAYS work better and be enhanced.

Links Share links that provide information for our industry. Links not related to our profession should be saved for other social media sites.

Rather than speak to the mechanics of LinkedIn – allow me to share some easy-to-manage and SMART TIPS on enhancing our personal sites to ultimately compliment our brand:

Updates and Special Projects Proudly share speaking engagements, authored articles, published books and 6

INTERCOM | Volume 114 | March/April 2015

Your brand is an accumulation of perceptions that people have about you. It is the essence of what you will ultimately deliver as a meetings industry professional. promotions. Don’t overdo it – again, be modest and think “less is more”. Birthdays need not be shared on LinkedIn. Please, keep your LinkedIn profile professional and distanced from Facebook. Volunteering and Community Service This is such an important piece of your LinkedIn brand. We have great respect for those who volunteer and give back. In listing the organizations you support, be mindful that they will be closely scrutinized and aligned with your personal brand. You’ve worked hard and created a name for yourself within the meetings industry. Now it is time to collect all that you are proud of and post a LinkedIn profile that is Brand Smart: clean, honest, polished and relevant. Share your achievements and make time to celebrate colleagues whose work you’ve witnessed to be superior. Remember, your LinkedIn profile is never finished. As we grow, learn and evolve, so should your profile. Thomas “Tom” Smith, CMP leads Global Medical Events for the Baxter Healthcare Corporation. Tom is an Adjunct Professor on Event Planning and Management at California Lutheran University in Thousand Oaks, CA.

Why MPI?

BUY MPI! By Christine Hartman | Ice Hat Creative MPISCC Vice President, Membership

ach of us is a member of MPI Southern California Chapter for different reasons. Some of us want to grow our business by building relationships. Some of us want to improve professionally by experiencing quality education. Some of us want to develop leadership skills by contributing as volunteers. And some of us just like the parties! Each of us has our own Venn diagram of reasons, overlapping in unique areas depending on our needs. Regardless of our reasons for membership in this premiere professional organization of our industry, we are all in the business of planning and implementing high quality, engaging face-toface meetings. We are all in the business of connecting people, contributing to the economy and changing the world, one meeting at a time. “Are you a member of MPI?” As vice president of membership for this chapter, I am certainly biased when it comes to asking this question of my colleagues and potential vendors. When I ask this question, it’s not a challenge or a deal breaker. This question opens a door to a conversation about my reasons for joining MPI and for what it stands to offer others. This question shows that I prefer to do business with people who have chosen to invest in themselves and our industry. We should all be asking this question – you might be pleasantly surprised by the conversations you have. I invite you to have conversations with those around you about how MPI nurtures relationships, economic growth and leadership development, all anchored in our collective mission of meetings excellence. I invite you to “Buy MPI” and encourage others to do likewise. I invite you to contact me should you wish to discuss your own membership and what it is doing (or not doing) for you. I invite you to become involved in the chapter at whatever level works best for you and your business. Why MPI? Answer this question for yourself and share the answer every chance you get. You’ll be glad you did.

Meeting Professionals International | Southern California Chapter TECH TALK

Dump the Binder! Break free from binder bondage with a new digital tool created just for the meetings industry

by Jon Trask, CMP, CMM Grass Shack Events & Media, AVforPlanners, Meetings Podcast

he demand by planners to understand the newest digital tools is growing. One of the main needs I’ve encountered is how to organize the huge amounts of information generated in planning an event, and then to be able to distribute and discuss the event with numerous people inside and outside of the client. While planners are certainly aware of new tools and technologies available, in the high-stakes, fast-paced flow of event planning, there is usually very little room for experimentation. Doing a job where there are few second chances, it’s a challenge for anyone to let go of the tried-and-true in favor of anything new.

Even for me on the production/AV side of shows, I’m sure that in nearly 30 years of creating events, many innocent trees have been sacrificed in building my voluminous event specifications guides (ESGs). There are multiple vendors with dozens of quotes, revisions, and invoices. There is a crew with schedules, travel documents, production paperwork, and drawings. There is the communication with the client, which includes many iterations and revisions as decisions are made and finalized. Don’t forget communication with the venue, the talent, security, engineering, catering, housing… the list is nearly endless. With each 8

stack of vital papers, the traditional binder grows larger. Of course, this is true about any area of an event. I’ve had luck using Evernote as a personal organization solution, but the Evernote business solutions, somewhat necessary for a larger team, can get pricey. I’ve seen all sorts of juryrigged solutions built from cloud storage options like Dropbox or Box. I’ve even tried some custom project trackers built from things like Zoho. But all of these had learning curves, high costs, and none are a targeted solution built upon the insight of people in the meetings industry. continued on next page

INTERCOM | Volume 114 | March/April 2015

A New Yet Familiar Solution That’s why I was very thrilled to try a new solution (currently in beta testing) called EventCollab. I recently got to take a peek “under the hood” with one of the developers, and its easeof-use and features really exceeded my expectations. The team members behind EventCollab all have extensive experience in the meetings and events industry and, coming from that perspective, they are aware that any new collaboration solution needs to be simple and easily adopted by a diverse group of users with varied experiences with using technology. With that in mind, they started from a familiar core idea of having “circles” of users who will interact with each other. This method is a great way to intuitively control the flow of conversations and information with specific groups. Most importantly, it avoids having dozens of people cc’d on endless chains of e-mails, which risks important information being missed

Paper files are being phased out in many industries, so wise planners are getting ahead of the curve and looking for solutions that work for them and their organizations. access, and not buried away in countless folders and subfolders of e-mails, discussions, and files. Basically, EventCollab creates that single place for me to go first when working on an event. There is ample file storage within it, so any necessary files can be held and shared from a single cloud based place without the risk of someone having an old version lurking on their computer. Have you ever had someone show up early or late because they were working from an old schedule? You reduce that risk by always having the latest files in a single place and available to the entire team. They also have capability for real-time group discussions while doing things like editing a document. So, you can discuss a question as you simultaneously update a file, and then easily share that information quickly with all of the necessary circles who need to be alerted to the changes.

because it’s buried deep in an e-mail chain and recipients don’t scroll that far down. In the production area, for example, I might have a circle each for the audio, video, lighting, graphics, and the client. I can include the client in the graphics discussions without the audio team being flooded with unnecessary information. This is great for security and privacy. Another example is to have a budget circle with the client that allows us to have those discussions, away from any prying eyes. Yet through the program, all of the information about the entire event in each circle is still contained in one single place for me (or my team) to 9

Solving Security Concerns While EventCollab is easy to use, it does not ignore security. Realizing some of us can work with some very sensitive data from our clients, there are lots of controls for who can access information, verification of identities, data encryption, and secure logins. I’m excited to see the final product as it rolls out this year. If you’d like to get a peek now and maybe try their beta version, you can get more information and find them here: https://eventcollab.com. Paper files are being phased out in many industries, including a lot of the companies who are our clients, so wise planners are getting ahead of the curve and looking for solutions that work for them and their organization. A website like EventCollab, which allows easy and secure collaboration, and has been built by folks who know our industry, strikes me as having a lot of potential for planners to transition to an easy and secure solution to getting organized. John Trask is co-Founder of AVforPlanners, and has more than 28 years’ experience in the audiovisual and technical production area of the meetings and events industry. He also does technical staging and event production through Grass Shack Events and Media. A 21-year member of MPI, he earned his CMP designation in 2003 and his CMM designation in 2013. @avforplanners @MeetingsPodcast

Meeting Professionals International | Southern California Chapter PROGRAM HIGHLIGHTS

MPISCC Launched 2015 with a Panel Discussion and a Remembrance of our President By Laura Bergersen, CMP

FreshTech

PISCC kicked off 2015 on January 14 at The London Hotel West Hollywood. Before the meeting started you could find members both inside, outside and in the lobby getting caught up after the holidays. One of the largest monthly turnouts for the 2014–2015 year, over 178 people registered for the program on Event Technology and the Celebration of Life for our President Beverly Laing who passed away unexpectedly in November last year. Located just a block off the famed Sunset Boulevard, the London West Hollywood shines as an all suite hotel with an unassuming but lush façade. Recently renovated, the hotel boasts press junket suites, a screening room, meeting spaces and a roof top pool overlooking the Hollywood Hills. Tia Graham, Director of Sales and Marketing, shared how the 9th Floor which has been closed off for a number of years, will be opening soon as additional meeting space. And what would a Hollywood hotel be with out a celebrity chef? Gordon Ramsay and his culinary team provide the catering for the property and restaurant, and what a lunch they served us!

Once everyone had a chance to mingle and get caught up, the ballroom doors opened and the attendees were treated to a London-themed space. Table centerpieces featuring miniature red phone booths and a backdrop of Abbey Road for selfie opportunities were provided by Bernie Gap, owner of Absolutely Fabulous. Tables were pre-set with a dessert that cried out to be eaten first. Lunch included a roasted chicken breast on a bed of 10

jasmine rice topped with a cardamomyogurt sauce. The Panel Presentation The program, What Does TECH Really Mean for Your Meetings?, was moderated by Elizabeth Glau, CMP, founder of Building Blocks Social Media. The panelists were: Liz Connors, Director of Business Development at IML/ Lumi; Anil Punyapu, Vice President of Enterprise Sales, CVENT; and Jon Trask, CMP, CMM, co-founder of AVforPlanners (check out Trask’s article on page 8). During the panel discussion, the audience could join the conversation via their smartphones to ask questions or make comments during the discussion, which covered topics such as tracking, opt-ins, registration, gamification, personalization, follow-up, tracking, and engagement. Some key pointers for using tech successfully are: The newest thing is not always what’s best for a meeting. Just having a working mic for an audience Q&A session can make for a stellar meeting. Online event registration has become an absolute necessity, and mobile registration is a necessity going forward. As tech grows, devices and software become easier to use and faster to learn. Tech tools make planners more efficient in the the details so they can focus on the larger purpose of the meeting. continued on page 12

INTERCOM | Volume 114 | March/April 2015

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MPI Intercom Monday, July 21, 2014 2:27:35 PM

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FRESH TECH continued

Tech needs to be considered early on in the planning process. It should not be an add-on or afterthought. Opt for must-haves over nice-tohaves. Most event organizers get caught up in the nice to have without ensuring that the musthave features are present. It is important to ask about software uptime histories (how long a product has been on the market) to ensure that the product is stable. Behavioral intelligence is used for evaluating event success. Apps track an attendee through various touchpoints during an event. ibeacons (sort of a localized GPS) provide insight into how people use meetings to make significant connections. To focus in on attendees to the exclusion of non-attendees in the same venue, geo-triggering tracks attendees locations via objects (swag, name badges), and allows for personalization of an attendee’s experience by sending push notifications before, during and after an event. Event organizers and clients should maintain their own credit card processing merchant accounts rather than trust technology vendors. Fraud, bankruptcies, etc., have caused issues.

It is important for every meetings pro to keep abreast of the latest technologies. Buyers are looking for consultants to help them manage their whole event and will gravitate towards suppliers that know how all the pieces of the puzzle fit together. Tech should drive connections, not be the focus of an event. If it’s used correctly, you’ll set the stage for better attendance and follow through. A Celebration of Life Immediately following the panel discussion, the Celebration of Life for MPISCC President Beverly Laing. Lynne Bynder, CMP, Past President and close friend of Bev’s began by sharing a personal insight about her. Following was a loving montage from Bev’s husband Jim. Married for over 30 years, their bond, love and commitment to themselves, their children and grandchildren gave those us a peek into her early life and time with her family. For those of us who shared our experience with Beverly during lunch, it became apparent that each of us had our own connection and that she took the time to focus on what we had in common and used that to bond her relationships. She loved MPI, and she will be sorely missed in our industry community. We thank those who made this successful meeting—The London Hollywood, PSAV Presentation Services for audio visual, DJ Ammo for the music, and Voice of God and Absolutely Fabulous! for the décor. Thank you for being part of MPISCC.

Gamification keeps people engaged. Games can be as simple as how many pics can you post to Instagram? And the person with the most posts gets x-number of free raffle tickets. Games can facilitate networking

INTERCOM | Volume 112 | November/December 2014

Meeting Professionals International | Southern California Chapter DESTINATION SPOTLIGHT

Inspirational Monterey County Your Next Authentic California Meeting Experience

An agricultural heartland with dashes of luxury and romance this coastal California region has an infectious artistic style and laid back sensibility. On the Monterey Peninsula there is a dense concentration of golf, art galleries, wine-tasting rooms, restaurants, attractions, beaches and wildlife preserves within minutes of diverse and world class hotels and meeting venues. Meanwhile, a quick drive to the magnificent sand dunes of Marina, the winery-strewn Steinbeck country of the Salinas Valley, and the ancient redwoods of Big Sur unlock experiences like no other.

here is no greater ROI for meetings than new ideas and no other place on the west coast inspires creative thinking more than Monterey County, California. Monterey offers unparalleled natural beauty and endless activities to invigorate and motivate your attendees. Monterey County is situated on California’s central coast with its northern border just 100 miles south of San Francisco and its southern border just 250 miles north of the Los Angeles area. California Highway 101 bisects the county offering access to Salinas Valley cities and the Monterey Peninsula, while Highway 1 offers the most scenic and impressive coastline in California from Big Sur, through Carmel by-by-the-Sea, to the rocky points and strands of Pebble Beach, and right into downtown Monterey – the historic site of Steinbeck’s Cannery Row.

Boasting consistently mild weather year round, Monterey County is easy to pack for any time of year. In the summer months, coastal fog may hang around on the Peninsula till mid-day. Spring and fall are warm and sunny with daytime temperatures in the 70’s. The inland valley regions are significantly warmer. Winter months of December, January and February produce light rains, greening up the hillsides.

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INTERCOM | Volume 114 | March/April 2015

There are so many options for your meeting or convention and Monterey County is an iconic, bucket-list destination that builds event attendance every time. As one association planer said, “If I can book Monterey, attendance will go up”. With so many iconic attractions and diverse activity options your delegate will be sure not to miss an event in Monterey. Monterey has a range of venues for all budgets and service levels. From large and affordable hotels with conference space to quaint concentrations of bed & breakfasts to high end retreats and fabulous resorts there is diverse venues ideal from 10 -3,000 attendees. The convenient Monterey Regional Airport, which has short and hassle-free security lines, is located just 10 minutes door-to-door from downtown Monterey, 15 minutes from Carmel-by-the-Sea, 25 minutes from downtown Salinas and 45 minutes from Big Sur Village. Visitors can fly direct to Monterey Regional Airport (MRY) via international and domestic connecting routes on Alaska Airlines, Allegiant, American Airlines, United Express and US Airways. Fly direct from airports including Los Angeles (LAX), San Francisco (SFO), San Diego (SAN), Phoenix (PHX) and Las Vegas (LAS). Charter and private flights are also available. Other large airports near Monterey County include Norman Y. Mineta San Jose International Airport (SJC), located 60 minutes from downtown Monterey and 50 from downtown Salinas; and San Francisco International Airport, located 2 hours from downtown Monterey and 90 minutes from downtown Salinas. Monterey Airbus and Main Event Transportation offer regularly scheduled shuttles and convenient door-to-door services to and from SFO and SJC. Amtrak’s Coast Starlight train cruises through Salinas each day on its route between Seattle, Washington and Los Angeles, providing a leisurely and scenic way to travel. There are packages to fit every budget. It’s a great way to see the grandeur of the Central Coast at eye level. Free bus service is provided from Salinas to downtown Monterey, a 30-minute ride. There is also a Greyhound station in Salinas with connecting service to Monterey. There are two routes to Monterey by car. Iconic Highway One, which runs from San Francisco to Los Angeles, offers breathtaking views of the Pacific coastline and has been called the top road trip in America by many sources. Scenic Highway 101 runs down the valley corridor and affords motorist an opportunity to see the rich land that has made the Salinas Valley “the Salad Bowl of the World.” While the area is known for golf and wine, it offers access to a diverse and appealing set of other activities. It is the quintessential Central Coast of California experience – multidimensional and not solely focused on one destination asset. For meeting planners, Monterey provides a relaxing, un-hurried, upscale resort-like ambiance in which your group can feel special. continued on page 16

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Meeting Professionals International | Southern California Chapter

MONTEREY continued The Monterey County Convention & Visitors Bureau is the official travel resource organization and represents the communities of Pebble Beach Company, Carmel-by-theSea, Del Rey Oaks, Marina, Monterey, Pacific Grove, Salinas, Sand City, Seaside, Moss Landing, Carmel Valley, Big Sur, and Salinas Valley.

tion facilitation, referrals and recommendations for off-site activities/venues, microsite, registration staffing, customized maps, housing bureau management, and delegate discounts and coupons. Southern California Regional Sales Executive Michelle Carlen is based in North San Diego and is available to assist in planning your next meeting. To begin planning your meeting now contact her at (760) 419-7696 or via email at michelle@seemonterey.com

Monterey County CVB offers one-stop shop services complimentary to meeting planners to assist them in making their meeting in Monterey County a huge success. Services include: RFP distribution, site selection and site inspec-

Destination Facts 252 lodging facilities with 12,004 guest rooms

TOP ATTRACTIONS

Millions of square feet of hotel and off-site venue space

Monterey Bay National Marine Sanctuary Monterey Bay Aquarium

700+ restaurants

Mazda Raceway Laguna Seca

More than 100 art galleries

17-Mile Drive in Pebble Beach

25 golf courses

National Steinbeck Center

More than 125 unique vineyards in 9 AVAs, including many wineries that are open to the public

Cannery Row Old Fishermanâ&#x20AC;&#x2122;s Wharf

Dozens of local wine tasting rooms within blocks of most hotels

Pinnacles National Park

99 miles of shoreline, including the Big Sur coast

Big Sur

Elkhorn Slough

19 State parks 10 Major Museums (Cultural, Art, Natural History and Childrensâ&#x20AC;&#x2122;)

Meeting Professionals International | Southern California Chapter

INTERCOM | Volume 114 | March/April 2015

EDUCATION

Be Active!

IN YOUR INDUSTRY

On April 23-24, MPISCC will again partner with the San Diego and Orange County chapters for SOCAL EDCON & EXPO, our Annual Education Conference & Trade Show. We have amazing speakers, breakouts and a trade show lined up and we want you to have an ACTIVE part in it. How can you be ACTIVE you ask? Here are just a few ways: BE ACTIVE by Attending! We’ll be starting off Friday morning with “TED-style” talks where 3 keynote speakers address us for 20 minutes each. This will lead into our breakout sessions covering topics like: transportation, contracts, technology and getting organized. Following lunch, our trade show which will have 80+ industry suppliers showcasing the best they have to offer. We’ll have great prizes during the trade show hours also so don’t forget to download our app to find out what you need to do to win! The afternoon continues with one more breakout session and closes with our keynote speaker, Matt Jones, sharing with us about Marathon Mentality and how we can incorporate it into our daily lives. Full day yet? Nope! Don’t hit the road! Stay for our ‘Rush Hour Reception’ and network with your fellow industry professionals. Speakers include: Kaplan Mobray, Richard Aaron, Chris Heeter , Corbin Ball and Matt Jones…to name a few. BE ACTIVE by Volunteering! Are you a whiz at spreadsheets? Want to be hands-on in executing a trade show, hosted buyer logistics or a VIP Reception? Can you Tweet, Facebook or run an app like nobody’s business? WE NEED YOU! MPI is a volunteer-run organization and we can’t do it without you. Whether you want to give one hour of your time or ten, we want to make that a reality. Not only can your job at SoCal EdCon be a résumé builder, you’ll work side-by-side with other fabulous industry professionals and that alone is networking at its finest! Please email us at: socaledcon@gmail.com and let us know where you want to be ACTIVE and be a part of #SOCALEDCON2015. 17

BE ACTIVE by Sponsoring Want exposure to a combined purchasing power of $1.7 billion? Our planning professionals embody a diverse mix of independent business owners, third party planning companies as well as planners representing some of California’s leading corporations, associations, hospitals and universities. We have many different opportunities to sponsor SoCal EdCon that can get your name in front of the buyers you desire. Contact us at socaledcon@gmail.com to craft a unique sponsorship for your place of business. BE ACTIVE as a Hosted Buyer Are you a planner? Want to meet great suppliers, attend a fabulous VIP Reception and attend EdCon at no cost? Our Hosted Buyer minimum qualifications: a. Planner must be an active buyer of meeting, incentive, conference, convention or other group travel programs b. Have two of the following purchasing abilities: i. Plan more than 5 meetings per year ii. Purchase services from Transportation, AV, or Destina tion Services Companies iii. Purchasing ability of $50,000+ iv. Contract 75+ sleeping rooms per year Hosted Buyers will be assigned levels depending on buying power and need. a. Planner level 1: Complete a mini mum of 6 appointments to receive complimentary full-conference badge. b. Planner level 2: Complete a minimum of 10 appointments to receive a complimentary full-conference badge, overnight accommodations at host hotel. Registration fee is required when applying for the Hosted Buyer program and reimbursed following the conference, following verification of requirements. However you want to be ACTIVE, we can’t wait! Info: Michelle Thornton Michelle.Thornton@nbcuni.com

Meeting Professionals International | Southern California Chapter OUTREACH

MPI FOUNDATION

MPISCC Cares

Hashtags, Chili and Kids We are so excited to announce our upcoming community outreach efforts for MPI Southern California Members. We hope to engage the MPISCC community and members with opportunities to get involved from the comfort of their own daily routines and schedules, along with additional opportunities to get involved at MPI meetings and in the actual communities where we work and live. Random Acts Social media is a huge part of our lives, and we kicked off our social media efforts with the new #MPISCCares hashtag during Random Acts of Kindness Week, February 10th-16th. Members were encouraged to share their random act of kindness using #MPISCCares for activities like buying a coffee for the person behind them in line at a coffee shop, to smiling and sharing a conversation with an individual in need of emotional support. To add to the fun, five Dave & Buster’s Power Cards were awarded by random drawing. A huge thank you to all those who participated. Register today for the MPI Foundation Chairman’s Challenge 5K Fun Run/Walk!

We’ll be having other opportunities to make a difference and share our new hashtag, #MPISCCCares, so make sure to be on the lookout to join in on the fun.

Join MPISCC in a friendly chapter competition, and help raise funds for the MPI Foundation, supporting chapter education and industry research! Here are the details:

Upcoming Volunteer Opportunities MPISCC Cares is committed to community outreach efforts, and we are excited to announce our upcoming opportunities. Here is an overview of the events we have planned for the next few months.

• This FUN run will take place on March 23 (in conjunction with the Beverly Laing Golf Tournament & Wellness Day)

March: Chili Cook-Off at Ronald McDonald House Charities. We are currently looking for volunteers and sponsors to make this a fun and memorable event.

• Run on the golf course at the stunning Los Coyotes Country Club • Enjoy the FULL day of wellness with the golf tournament and wellness day following the run (separate registration required)

April: Walk 4 Kids/Ronald McDonald House Charities 5K. Save the date for April 12th at Exposition Park in Los Angeles to raise funds and awareness for the services and programs provided by Ronald McDonald House Charities of Southern California. Sign-up info coming soon!

• Chapter goal is $5000 • 25% comes directly back to the chapter for education

Are you interested in participating in our upcoming events? Or perhaps in joining the MPI Community Outreach committee? We would love to hear from you!

• The balance goes to the Foundation to support future education grants Can’t attend? Sponsor a runner!

Niki Jones | Dave & Busters Niki_Jones@daveandbusters.com

Rosa Navas | La Opinion rosa.navas@laopinion.com

INTERCOM | Volume 114 | March/April 2015

MPISCC MEMBERS ARE A

TARGETED AUDIENCE REACH THEM ON FOUR PLATFORMS DEDICATED EMAIL BLASTS with an average 20% open rate $750/BLAST

PRINT + DIGITAL ADS in Intercom 6x/year Starting at $395

MAILING LABELS

for your direct mail campaigns Only $125/set

BANNER ADS

in monthly STATS eblasts Starting at $630

Get started now!

Visit MPISCC.ORG to download your MPISCC advertising kit! For more information, contact Director of Fundraising & Advertising, Joe Martin at joe@bdi-events.com

Meeting Professionals International | Southern California Chapter INDUSTRY TRENDS

GEOFENCING, PROXIMITY SENSING AND IBEACONS:COMING TO AN EVENT NEAR YOU! by Corbin Ball, CMP, CSP | Corbin Ball Associates

geofence is a virtual perimeter around a geographic area, such as a hotel, a conference center, an exhibition or any another arbitrary boundary. When a mobile device using a geofence service enters or exits a geofence, the device receives a notification which often is in the form of an alert or a mobile coupon. A geofence notice may be sent to another mobile phone or email account as well. Although a relatively new concept, geofencing is beginning to be used for marketing, security, and anti-theft purposes.

• Lead exchange/tracking • Exhibit booth dwell time measurement • Automated demonstrations (videos, etc.) for exhibit booth products or any other interest point in a conference venue. • Exhibitors could send out targeted messages to different categories of participants. • Automated continuing education unit (CEU) tracking • The venues could provide information to visitors. Local area merchants could send discount coupons to convention attendees.

Specifically, iBeacon is a new geofencing technology which will likely have a major impact on events. iBeacon transmitters use Low Energy Bluetooth (BLE) also known as Bluetooth 4.0. iBeacons can exchange information with iOS and Android devices to create engagement opportunities at events. They have multiple benefits: the beacons are low cost (as low as US$10 each), low power/maintenance (a device can last over a year on a single battery) and have up to a 150 foot (50 meter) range. Unlike NFC(Near Field Communication), iBeacon has been embraced by Apple’s iOS, which opens the opportunities to a broader range of mobile users. iBeacons can be used for events to assist in:

• AV companies or venues could be notified if unauthor ized equipment with an RFID tag linked to a geofence is removed from the premise. • Attendee action metrics: Organizers will be able to track where attendees are spending their time and can be notified of traffic patterns (i.e. an inordinately long registration line). These data can be very helpful for marketing and event logistics improvement.

• Location information and navigation assistance: A geofence can notify attendees where they are on a map and give help on where they wish to go.

Geofencing and proximity-based technology will provide new ways of providing attendee engagement, attendee interaction and information.

• Gamification and scavenger hunts • Attendee welcome and other location-based alert notifications or app launching upon arrival • Attendees could automatically check-in to an event zone. A badge could be printed automatically upon arrival with a notification sent to the recipient with the badge printer location.

iBeacons were used at the world’s largest trade show (CES 2014) for a scavenger hunt to encourage attendees to navigate the large set of exhibit halls. They are being installed in sport arenas to engage fans and in museums such as the Rubens House in Antwerp to provide visitors location-based information about what they are seeing. Geo-positioning technologies are being developed

• Social media networking and information exchange. The communication can be two-way so, with user permission, the phone app can transmit contact information, social media profiles, specific meeting room access information, meal tracking, food prefer ences, and much more. Communication between attendees can be enhanced with notification/pictures/ information about who is nearby.

INTERCOM | Volume 114 | March/April 2015 COMING ATTRACTION

by app development companies including DoubleDutch, Core-Apps, apCrowd and Topi with specific event applications. There are some drawbacks to iBeacons. Bluetooth must be switched on in order to receive iBeacon information. This takes power, and some mobile users turn off Bluetooth to extend battery life. Also, some people may not opt-in due to privacy concerns or not wanting a stream of alert notifications. However, if there is a demonstrated value, such as the numerous ones listed above for events, there will be a good chance of high utilization. Geofencing and proximity-based technology will provide new ways of providing attendee engagement, attendee interaction and information. These new technologies are exciting examples of how the quickly changing arena of mobile technology will have very significant effects on events and tradeshows.

The Beverly Laing Golf Tournament, 5k & Wellness Day Monday, March 23, 2015 9:00 AM—8:00 PM Los Coyotes Country Club 8888 Los Coyotes Dr. Buena Park In addition to fresh air and beautiful scenery, you will enjoy interesting classes and fun activities for golfers and nongolfers alike, including the addition of this year’s 5k Run/ Walk for MPI Foundation. Visit mpiscc.org.

©2014 Corbin Ball, CMP, CSP is a speaker and independent third-party consultant focusing on meetings technology. With 20 years of experience running international citywide technology meetings, he now helps clients worldwide use technology to save time and improve productivity He can be contacted at his extensive web site Corbin Ball Associates–Meetings Technology Headquarters:(www.corbinball.com) and followed at www.twitter.com/corbinball