Volume 4 | February 2019
ASSOCIATIONS
Effective advocacy; New leadership models; 68th IAC in Adelaide
M&I TOOLKIT
Tech tools; IACC Report; Oracle launches OpenWorld Asia in Singapore
S T R AT E GY D E V E LO P M E N T A N D L I V E AC T I VAT I O N
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E d i t o r ’s Letter
Thinking machines
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Biz Events Asia is the official media partner and member of:
he internet and smartphone are just the latest in a 250-year-long cycle of disruption that has continuously changed the way we live, the way we work and the way we interact. The coming ‘augmented age’, however, promises a level of disruption, behavioural shifts and changes that are unparalleled. This is how futurist, Brett King, introduces readers to his book, Augmented: Life in the Smart Lane, which was cited by China’s President Xi Jinping as recommended reading on artificial intelligence. In this issue’s Cover Story (p.22) we examine the race to dominate the AI landscape and China’s leading role. More importantly, we talk to event professionals across Asia to understand the impact and potential benefits of AI technology for meetings and events. As well as AI-powered chatbots and robotic waiters, we highlight a host of innovative new tech tools set to influence the global events industry this year (p.32), and talk to Oracle’s head of JAPAC marketing, Sotis Dramalis, about autonomous marketing for events and why the tech giant is sharpening its focus on Asia (p.38). We also sit down with thought leaders from the business events industry and beyond for a Focus Group discussion (p.34) about the future of sales, and new profit models for successful business. On top of all this, we travel to Penang, Brisbane and San Francisco to uncover the best experiences for corporate incentive groups. We hope this issue inspires you towards a productive and prosperous 2019, and helps to prepare your business for the ‘augmented’ future. Gong Xi Fa Cai and Happy New Year! Lauren Arena Managing Editor
Managing Editor Lauren Arena lauren@untangledgroup.com CEO | Publisher El Kwang el@untangledgroup.com Creative Director Chua Yi Kiat kiat@untangledgroup.com Contributors Jack Carter Jenny Salsbury Kim Benjamin
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Sales & Operations Michelle Lim michellelim@untangledgroup.com
International Media Representatives
Jen Anderson jen@untangledgroup.com
China: Mary Yao mary@mhichina.com +86 10 6551 5663 ext 8008
Design & Production PIXO fanix@pixosolutions.com
Dubai: Rahul Sequeira rahul.sequeira@themediavantage.com +971 56 693 1213 South Korea: Alexander Paik apcomm@naver.com +82 10 5042 1337
Biz Events Asia is published by Untangled Pte Ltd 15 Queen Street, Tan Chong Tower, #03-03, Singapore 188537 Email: hello@bizeventsasia.com | Website: www.bizeventsasia.com Tel: +65 9833 1583 Visit us online for regular updates throughout the month: www.bizeventsasia.com Privacy Policy: Untangled is committed to managing your personal information in accordance with the Privacy Act. For a copy of our Privacy Policy, please go to www.bizeventsasia.com/privacy Printed in Singapore by Sunrise Printing & Supplies Pte Ltd. Reg no. L002/11/2017 PPS 1785/04/2013 (022963) MCI (P) 118/08/2018
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CHINA
HONG KONG
IT&CM China Shanghai | 19-21 March 2019
Digital Marketing & Strategy Innovation Summit Hong Kong | 17-18 April 2019
THAILAND
CoinAdvice BlockChain Conference Pattaya | 4-6 March 2019
MALAYSIA
International Youth Leadership Conference Kuala Lumpur | 17-23 March 2019
AUSTRALIA
Creative Innovation Asia Pacific Melbourne | 1-3 April 2019
SINGAPORE
Oracle OpenWorld Asia Singapore | 26-27 March 2019
Contents Volume 4 2019
Max Jantasuwan Founding CEO Events Travel Asia
Selina Sinclair Global Managing Director Pacific World
Andrew Chan CEO ACI HR Solutions
Deanna Varga Director Mayvin Global
Editorial Advisory board members
Ronald Lim Janet Tan-Collis Event Director & Founder President | SACEOS Think Tank Productions CEO | East West Planners
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Neeta Lachmandas Executive Director The Institute of Service Excellence, Singapore Management University
Sumate Sudasna President | Thailand Incentive & Convention Association (TICA) MD | CDM Thailand
Damion Breust CEO Directions Conference & Incentive Management
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Co ntents
06 10 11 16 20
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Upfront Leaders Gen Next Diversity & Inclusion Case Study
Cover 22 Story Event professionals can harness artificial intelligence for strategy development and live activation.
Up Close
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38
42
28
Associations Impact
32
M&I Toolkit
34
Advocacy can be a useful tool, but what does it take to be effective?
Innovative event tech tools to watch in 2019.
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Focus Group
50
Oracle’s vice president, head of JAPAC marketing, Sotis Dramalis, explains why the tech giant is bringing more events to Asia.
United States
Immersive experiences continue to attract APAC incentive groups to San Francisco.
Malaysia
New venues, hotels and greater accessibility put Penang on the map.
Australia
Major city redevelopment projects mean Brisbane is ready to fulfil its potential.
Experts analyse current consumer trends and predict future profit models for business events.
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Up front
PCMA walks the talk at Convening Leaders “An event isn’t simply a piece of business, it’s a platform for social and economic change,” declared PCMA president & CEO, Sherrif Karamat. Speaking in January at PCMA’s annual Convening Leaders event in Pittsburgh, Karamat urged business events professionals to embrace their role as change-makers. Under the theme ‘Disrupt and Deliver’, this year’s Convening Leaders conference sought to encourage meeting and event professionals to look at the big picture. An event shouldn’t be summed up by its immediate economic injection to the host destination, or even the CSR activities that take place onsite. The focus, instead, should be the resounding social and economic implications that can be felt long-term. “We’re almost at a turning point in our history, where there is an ‘awakening’ of what our potential is,” Karamat said. “Organisations don’t transform [the world], people do. And connecting people together can change things. This is the mindset shift that we need. If we focus on why we do what we do, we can achieve much greater things.” He added: “The business events industry is a US$1.07-trillion industry — yes, it’s big, but that’s not the story. Numbers don’t matter if we’re not doing good.” An extensive educational programme supported this notion, along with two
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new forums: The Leadership Forum and the Forum on Economic and Social Progress. Here, delegates were encouraged to think beyond strategy and lead change. Singapore’s FinTech Festival and the 20th International AIDS Conference in Melbourne (2014) were presented as case studies of events that spurred economic and social transformation in their respective countries. With inspirational speakers such as marketing guru Seth Godin; 20-yearold activist and founder of the Period movement, Nadya Okamoto; tennis legend and gender equality campaigner BillieJean King; and a surprise appearance by Hollywood hunk and proud Pittsburgher, Joe Manganiello; there was a buzz about the event. Much more than mere eye candy, speakers encouraged delegates to become agents for change. Godin specifically talked about balancing creativity and fear in order to do “small experiments often” and take responsibility, whether they succeed or fail. “A plane is off-course until it lands, and events are the same,” he said. Leading by example Putting words into action, PCMA led a number of social initiatives during the conference. This included the Hospitality Helping Hands project, which teamed up with local charity Beverly’s Birthdays to provide 200 ‘baby essentials’ kits to mothers in need.
Other onsite social impact projects included assembling 5,000 care kits for local first responders and troops overseas; 2,000 menstrual kits for homeless women on behalf of Period.org; and 240 street outreach bags for victims of human trafficking. During the event, PCMA proclaimed its commitment to combat human trafficking by entering into a partnership with ECPAT USA and signing The Code of Conduct for the Protection of Children from Sexual Exploitation in Travel and Tourism. PCMA Foundation Chair and President of Maritz Global Events, David Peckinpaugh, said: “As an industry, we have the power of advocating and raising awareness of the human trafficking epidemic, and have a stronger voice for the vulnerable, whose opinions and opportunities have been taken away from them.” In 2018 the PCMA Education Foundation provided US$664,000 to support four research projects and 156 scholarships to students and business event professionals around the world. Deanna Varga, founder of Sydneybased event consultancy, Mayvin Global, was one of 10 international professionals to win a scholarship to attend Convening Leaders 2019. “The diversity of knowledge and calibre of the motivational speakers was mindblowing, and the way the Pittsburgh story was integrated into the programme was outstanding,” she said.
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Photo credit: Jacob Slaton
Meetings industry has ‘global awakening’ as professionals heed call to serve a greater purpose at Convening Leaders in Pittsburgh.
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U p f ro nt
Dubai Business Events secured 261 successful event bids in 2018, set to attract an additional 153,640 delegates to Dubai in coming years. The number of event bids won represents a 24 per cent increase from 2017 and will deliver an estimated economic impact of approx. AED1.2 billion (US$327 million). This also marks a 62 per cent increase in the number of business event visitors to the Emirate. Throughout 2018, Dubai submitted 557 business event bids, up from 354 in 2017.
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Record year for Dubai
Reed Exhibitions expands portfolio The global events organiser is set to acquire Mack Brooks Exhibitions, a move that will add 30 B2B events in 14 countries to its portfolio. The acquisition also promises access to more than 175,000 Mack Brooks customers, as well as new face-to-face and digital formats.
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Nancy Chan takes the reins as MD at Uniplan’s Hong Kong office
AccorHotels to open world-first Orient Express hotel AccorHotels will open the first Orient Express hotel in Bangkok in the landmark King Power Mahanakhon. Set to open in Q4 2019, the hotel will feature 154 rooms, a ‘wellness’ floor, Cantonese restaurant, and Thai fine diner Mahanathi by renowned chef David Thompson.
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Xavier Daurian joins Auditoire as GM of its Hong Kong operation
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Up front
SITE Global Conference bridges cultural gap Creativity and cultural awareness key themes for incentive travel as SITE launches first-ever manifesto in Bangkok.
The Society for Incentive Travel Excellence (SITE) Global Conference took place in Bangkok on 11-14 January, with a focus on authenticity, creativity and cultural understanding. An exclusive dinner for SITE’s Board of Directors and Foundation Trustees at Thai Princess Mom Rajawongse Narisa Chakrabongse’s private residence kicked off proceedings, followed by plenary sessions at the Shangri-La Bangkok, daily alms offerings to local monks, and a series of cultural immersion activities along the Bangkok River Creative District. “This SITE Global Conference has been one of our most successful, if not the most successful,” SITE 2019 president, Philip Eidsvold said. “Many of our delegates have never been here before so it’s their first time
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experiencing Thailand. And because of the experiences they’ve had here, they will want to bring more business here.” Some of the region’s leading event professionals, such as China Star CEO Ping Liu, Directions CIM CEO, Damion Breust, and BI Worldwide’s head of events, APJ/China, Marine Debatte, shared their personal stories to demonstrate the importance of cultural awareness. “The first step to embracing diversity is awareness,” Debatte said. “To become bridge-builders we need to elevate our perspective and increase cross-cultural awareness.” Breust, meanwhile, encouraged delegates to always think creatively and “turn obstacles into opportunities”. SITE executives also harnessed the knowledge of board members and
conference delegates to compile The Bangkok Manifesto, a series of statements that highlight the association’s vision for the future of incentive travel. “These will be our [mission] statements for 2019,” SITE chief marketing officer, Padraic Gilligan, said. “And at our 2020 conference in Vancouver, we’ll have the opportunity to do it again. This is an ongoing, dynamic journey.” A total of 15 statements were presented to SITE members and conference attendees, who participated in a live vote to select a final 10 for the manifesto. These statements address issues surrounding social responsibility, economic growth and human capital development, and the tangible business benefits of corporate travel. Read the full manifesto at bizeventsasia.com.
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Op in i on Leade r
‘Motivaction’ a big draw in incentives
F Top achievers often baffle people. We are very serious about business and want the big picture.
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Herbalife independent distributor Marisa Jampathong sees exciting programmes and fabulous destinations as perfect fit.
or over a decade, the annual Herbalife Asia-Pacific Extravaganza has drawn some 15,000 to 23,000 participants from 14 countries for three to five days of training, meetings and a big party. We tend to rotate between two cities — Singapore and Bangkok — yet our teams never seem to tire of these destinations. In fact, they now anchor the Southeast Asia and North Asia extravaganzas respectively as our numbers have grown so large. As a Thai woman living in Singapore with my Singaporean husband and three daughters, I am equally at home in both cities. But a journalist’s question about why we love these two cities set me thinking. With such a huge turnout, venue capacity and facilities are obviously key. Plentiful accommodation at affordable prices is important too. Several cities meet these criteria. So, it must be the overall experience — destination appeal and exciting programme tapping on local flavours — that motivates distributors into action (hence my coined word ‘motivaction) to qualify and return to a place they’ve visited several times before. What do attendees like about Singapore? A quick poll showed: It is safe, no visa is needed for many nationalities, and swift airport clearance. It also has diverse cultures where one can find food of all types and flavours. Getting around is easy with lots of transport options. The usual venue, Singapore EXPO, is now even more accessible with two train lines stopping there. Top achievers often baffle people. We are very serious about business and want the big picture. Through events like the Extravaganza, we can learn from leaders and top producers
from different countries and exchange knowledge and business ideas with our counterparts. Yet small touches also impress us. Seeing welcome panels in the trains plying the Expo route and banners and buntings adorning the venue reinforce our pride in the brand, as we gather in our multi-hued T-shirts or national costumes, proudly waving flags. We represent different countries, but are one in fellowship. The benefits in Bangkok are large exposition venues such as Impact Arena and cheap, plentiful hotel accommodation choices. People are friendly too, and share our joie de vivre (joy of life). Participants also like the variety of food from different parts of Thailand and the opportunity to shop till very late in the night. We think of Singapore and Bangkok as being at the heart of Asia, where we are in the thick of the action. Products reflect the country attendees are in, such as tropical fruit-flavoured protein supplements like mango and banana — a thrilling taste sensation for delegates from Australia, New Zealand and East Asia. Attendees appreciate the lengths the headquarters and host destinations go to in facilitation, such as planning, logistics, programming, and issues like security and crowd control. Organising committee members (such as myself) take care of details like the event agenda, timing, speakers and topics. There are ‘smaller’ Herbalife meetings for 3,000 participants and below, with more host destinations in the past few years, such as Brisbane, Sydney, Seoul, Taiwan, Bali and Penang. We enjoy Hong Kong and Macau too. But for many teams, our two anchor cities are still tops. Marisa Jampathong is a Herbalife independent distributor and executive president’s team member.
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O p i ni o n G e n e ra t ion Ne xt
Content builds community Alan Seng says nurturing an online community can help attract young professionals to your offline event.
T A vibrant and enduring community is not built overnight, neither is it something disposable after a series of events and conferences.
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o reach and engage young people, businesses need to build a cohesive content strategy. Digital marketing is not merely about building social network accounts; young people are increasingly blind to social ads. You need to produce content that’s solid — and also worth sharing. A sense of community can help too. For certain industries, an online community can help facilitate networking and growth, which is what young professionals are looking for. Engaging influencers is another good way to reach young professionals, but relevance and credibility is the key here. If you are not able to find credible influencers, let your customers take the limelight and speak for you. While influencers are still an effective outreach strategy, research shows that customers trust reviews and endorsements from their peers, especially when they are unpaid. A vibrant and enduring community is not built overnight, neither is it something disposable after a series of events and conferences. It’s a long-lasting investment for your brand value. And like every investment, you should first question your intention. Ask yourself: Why am I starting a community? Am I starting a community just because everyone else is doing this? To create an online-offline-online exchange, event marketers should think in the direction of having smaller meet-ups
and networking events in the leadup to the main event. People tend to build trust when they have face-to-face interactions. Intimate cocktail events and casual coffee meet-ups are far less intimidating than a major conference — and usually provide an opportunity to make a few key connections to highlight the value of your community. The difficulty of building a community varies from industry to industry, but there are a few universal questions that should be answered before you decide to fold this into your marketing mix: • Who are you targeting? Are they easy to find? • Do your target audiences need a community? • Can you provide this hypothetical community with value? • How much time and resource are you willing to invest? A community is to a company what a following is to a social influencer. To engage your community and encourage them to advocate your brand takes lots of time and effort. Creating a sense of ‘FOMO’ (fear of missing out), may help to attract people to your community, but it won’t sustain longterm engagement. An authentic voice, a clear value proposition, and insight gleaned from data analysis will enrich your community — both online and offline. Alan Seng is vice president of marketing at UpCode Academy, an educational institute based in Singapore.
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Op in i on I APCO
Association trends to watch ICS director of associations Christoph Raudonat says flexible, authentic leadership will drive business success and engage members.
T Build your network on respect and positive values.
Biz Events Asia is a strategic media partner of IAPCO
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his year is set to be an incredible year for associations as global markets will offer fantastic opportunities to get involved. Asia is the global growth market and associations seeking to establish themselves in Asia will be in a pole position to ride the wave. Keep nimble and utilise your network to remain at the forefront of your sector’s business development trends. The top three management trends to implement in your organisation in 2019: 1. Keep changing As association professionals, we lead the industry with new trends and our duty is to equip our members, clients and stakeholders with must-know innovations and insights. In Mark Twain’s words: “The best way to get ahead is by getting started”. The best way to do this is through leading by example. Walking the talk and doing so with integrity will enable you to lead the next business trends in no time. 2. Focus on your members This is age-old wisdom by now, but it deserves repeating. Put the ‘what’ second and redefine your membership focus by asking ‘why’ first. Why are we doing what we are doing and who benefits from it? Collect data and build information. 3. Move out of your comfort zone A wise man once said: “You will never become who you want to be if you remain who you are”. Association target groups will become even more individualised in 2019. We need to ensure our organisations remain relevant
to their needs. Look out for trends that may not appear to be within your immediate organisational focus. A diversified, holistic approach to (business) life will be necessary to respond to your stakeholders’ needs. The top three social media trends to take to heart in 2019: 1. Pick a platform If you’re not yet fully harnessing the power of social media, 2019 is the year to get started. Pick a platform you are comfortable with and stick with it. Online services and shopping continue to increase and the trend is growing. If your association doesn’t have a strong online presence, how will your target groups find you? 2. Less is more If you keep on bragging about why your organisation is the best, you are likely losing interest rather than building it. Tell me what hurts before selling me the solution. In other words, tell a story, something that is relatable, and your followers will grow. 3. Focus on the positive Algorithms work in funny ways, but one thing is true. The more you interact with a post (positive or negative), the more your feed will display similar content. Thus, share what you like. Credit the authors, maybe even contact them, and congratulate those who share positive content with you. Build your network on respect and positive values and you will see respect growing in your direction as well. This article was provided by the International Association of Professional Congress Organisers. Author Christoph Raudonat is business development & associations director at International Conference Services (ICS).
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IA CC Report
Experience leads in Asia: IACC
Photo credit: Huone Singapore and teamLab Borderless
First-ever Meeting Room of the Future — Australia and Asia report highlights regional differences and future trends.
Borderless venues... Events will see an increase in tech-enabled immersive experiences, like that created at Tokyo’s teamLab Borderless museum.
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xperience creation is the top priority for event planners in Asia Pacific, according to the International Association of Conference Centres (IACC)’s inaugural Meeting Room of the Future — Australia & Asia Pacific report, which gathered insights from 65 business event professionals across the region. Released in December 2018, the report revealed that 66 per cent of the region’s meeting planners claim that delegates now seek more engagement and personalisation
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at business events than at any time in the past five years. The trend, according to the report, is driven by younger delegates looking for interactive experiences powered by new technologies, more networking opportunities, and more collaborative, creative sessions. IACC CEO, Mark Cooper, says the inaugural Asia Pacific survey provides insight into regional differences and future trends. “Understanding these differences will better equip planners, venues and all those who serve this market to grow their business.”
The report, created in partnership with Biz Events Asia, also highlighted that experience creation is closely tied to the use of technology. Meeting planners are increasingly called on to integrate multiple elements — technology, flexible space, networking spaces and F&B offerings — to develop a more holistic approach to creating these highly sought-after memorable experiences. “Meetings today are moving away from traditional table and chair set ups. They are now more informal to spur
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I A CC Rep o rt
creativity and provide inspiration spaces for attendees,� says Merck Millipore corporate marketing and communications manager, Debbie Stanley, who took part in the survey. “Meetings are now required to be experiential. Clear screens, fast Wi-Fi and good acoustics are all basics as expectations for meetings change.� To support an increase in the use of interactive technology, internet infrastructure was flagged as another critical component to future meetings. Survey respondents agreed that the availability of high-quality broadband is the most important physical aspect of a venue, and will increase in demand.
59% of event planners are willing to outsource offsite activity arrangements for delegates.
Fifty per cent of respondents indicated they would not consider a venue unless it had the guaranteed internet capacity to support the needs of their event. As such, the report highlights the need for meeting planners and venues to work together to provide immersive event experiences. As was seen globally, 59 per cent of respondents reported a greater willingness to outsource offsite activity arrangements, while 56 per cent will outsource local services. Given these findings, venues must be aware of the growing demand to offer the option for outsourcing offsite activities. Interestingly, event professionals in APAC reported that financial return on investment (ROI) was not among the most increasingly important objectives, which goes against the grain of global trends. In all other regions, meeting planners have experienced increasing
66% of meeting professionals say delegates now seek more engagement than at any time in the past five years. demand to provide accurate financial ROI measurements. In many instances, budgets and commissions have been cut, which adds pressure to make funding go further. According to the report, events in APAC are more driven by ensuring personal development, followed by attendee satisfaction. This indicates a focus on individual attendee outcomes rather than company-specific goals. The full report is available online via iacconline.org.
Memorable meetings... Diverse and flexible spaces, like Huone Singapore (above), are increasing in demand.
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Div ersi t y & Incl usi o n
LGBT meetings and events As Hong Kong prepares to host the 2022 Gay Games, Kim Benjamin investigates the extent to which such events can help promote diversity and inclusion in Asia.
Pride and prejudice... LGBT events are on the rise, but are businesses in Asia really embracing this community?
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D i v e r s i t y & I nc lusio n
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t’s been just over a year since Hong Kong won its bid to host the 2022 Gay Games, fending off competition from the US and Mexico to become the first Asian city to organise what is billed as the ‘world’s largest sporting and cultural event open to all’. Bid supporters hailed Hong Kong’s win as a big step towards promoting diversity inclusion in the region. The Federation of Gay Games, which chose Hong Kong, said that the Games play a role in “elevating all matters of LGBT+ equality”, while Doug White, Hong Kong bid sponsorship director, said at the time of the win that the Games will offer “significant opportunities for sponsors seeking to showcase their own diversity and inclusion progress”. Betty Grisoni, a spokesperson for the 2022 Gay Games and co-director of other LGBT events such as Pink Dot Hong Kong, has noted a growing increase in conferences and events in Asia, organised by both large and small organisations, focusing on diversity and inclusion and issues around the LGBT+ communities. These include the Out Leadership Summit; The Economist’s Pride and Prejudice event series, which in 2018 took place in Hong Kong, London and New York; and Community Business’ meetings, which focus on raising awareness and sharing knowledge on issues related to responsible and inclusive business in Asia. “This increase reflects the importance the topic has in the region as well as highlighting the different challenges and strengths this community is experiencing [in Asia] compared to other regions in the world,” she says. Grisoni adds that there has also been a rise in LGBT-themed workshops and panels taking place within broader ‘topic’ events, particularly those meetings centred around HR or/and corporate responsibility. She says this further reflects an interest in the topic among a wider corporate and business events audience.
Planners looking to assess the potential influence the LGBT community could have on meetings and events in Asia can take inspiration from the work of the LGBT Meeting Professionals Association (LGBTMPA), which aims to serve the needs of LGBT meeting planners around the globe. Established just over two years ago, the association now has more than 1,000 members and is working with Meeting Planners International, the Professional Convention Management Association, the National Association of Event and Caterers and IMEX. David Jefferys, president of US-based marketing firm Altus Agency and founder of LGBTMPA, says that LGBT groups’ impact in the US is growing, spanning both business meetings and organised sporting events. “As these groups grow, so too does awareness of their economic and cultural impact,” he says. “In 2017, Philadelphia hosted four of the top 10 LGBT groups: Aids Task Force, Out and Equal, NGLCC and the GLMA. New York will host World Pride this year and as such, many additional LGBT groups will organise meetings and events during the month of June in the city.” According to Jefferys, these initiatives are helping to create a more respected place for the LGBT community and, more specifically, what he terms the rise of the ‘LGBT meeting professional’. “The majority of these community members are intermixed within the meetings industry and have never had a place to go to meet other similar-minded, sameexperienced individuals,” he says. The effect of bringing these organisers together and the financial impact on the meetings industry has thus far never been measured, but it’s a challenge the LGBTMPA is rising to. It is undertaking the first-ever social and financial impact survey of its member base to measure the impact of the LGBT community within the meetings industry and on the events sector as a whole, with results expected in February.
The 2018 Hays Asia Diversity and Inclusion Report, which surveyed more than 900 professionals, revealed that only 17 per cent of respondents said their organisation always supports diversity events.
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Div ersi t y & Incl usi o n
Attracting the LGBT community into a safe industry where they can bring themselves to work in a secure and comfortable environment every day — that is the work that lies ahead of us. DAVID JEFFERYS Founder LGBT Meeting Professionals Association
“Attracting the LGBT community into a safe industry where they can bring themselves to work in a secure and comfortable environment every day — that is the work that lies ahead of us,” believes Jefferys. With the Gay Games three years away, there is likely to be much further debate on the extent to which such events can help promote diversity and inclusion in Asia. In the 2018 Hays Asia Diversity and Inclusion Report — which surveyed more than 900 career professionals from major employment markets in Asia including mainland China, Hong Kong, Japan, Singapore and Malaysia — respondents highlighted how diversity can bring three benefits to business: Improving corporate culture and increasing both leadership and innovation.
Raising awareness... Events like the 2022 Gay Games in Hong Kong (top) and Sydney’s Ga
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D i v e r s i t y & I nc lusio n
The survey also revealed that only 17 per cent of respondents said their organisation always supports diversity events, while 20 per cent said such events were often supported. Grisoni acknowledges that despite the growing awareness of issues and increase in events related to the LGBT+ community, there is still more to be done to enable everyone within that community to feel included, understood and supported. “The Gay Games 2022 is the perfect event to promote diversity and inclusion as it is the world’s most inclusive sports event,” she says. “In the last Gay Games held in Paris, more than 90 different countries were represented, including 20 where homosexuality is illegal, such as Egypt, Nigeria and Saudi Arabia. “Our tag line, ‘Unity in Diversity’ is an important message to participants as well as sports organisations and the public, in order to raise awareness of different sexual orientations.”
The Gay Games 2022 is the perfect event to promote diversity and inclusion as it is the world’s most inclusive sports event. BETTY GRISONI Spokesperson 2022 Gay Games
ay and Lesbian Mardi Gras (above) encourage diversity. (Photo credit: Jeffrey Feng)
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Ca se St udy I AC Confer enc e
Space Industry convenes in Adelaide Attracting international association events requires commitment, creative promotion, and industry support. Jenny Salsbury examines the 19-year journey to bring the International Astronautical Congress back to Australia.
What dreams are made of... The 68th IAC resulted in the ‘best’ event legacy — the estblishment of an Australian Space Agency in Adelaide.
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aunched in 1950, the International Astronautical Federation (IAF)’s annual forum, the International Astronautical Congress (IAC), is the pre-eminent event for the global space community. Each year, the conference theme changes, giving the flavour of the local organiser, but retaining the overarching structure with a technical, plenary and social programme, exhibition and associated events spread across five to seven days. The central aim is to provide a platform for the global industry (including scientists and engineers, policy-makers, astronauts and the general public) to meet, share knowledge, present research, and strike up new partnerships.
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Ideation IAC first came to Australia in 1998, with the 49th congress held in Melbourne. According to Michael Davis, chair of the Space Industry Association of Australia (SIAA) and the IAC2017 organising committee, the success of that event sparked a desire to foster greater ties with the global space industry, and a dream to bring the congress back. The following timeline ensued: 2004: International Space University Summer Session Program comes to Adelaide, hosting 200 people for 10 weeks. A strong relationship begins between the SIAA and Adelaide Convention Bureau (ACB). 2011: At the 62nd IAC in Cape Town, ACB loses the bid to host the 65th IAC in
2014 to Toronto. It became clear that several bids had to be submitted to show serious commitment and intent to win. 2012-2014: Following further research into the IAF’s annual event, the Adelaide bureau and local industry gain a more thorough understanding of what it takes to host IAC — in particular, the high financial risk. As such, they develop a delivery strategy and the South Australia state government commits to a financial guarantee. 18 September 2013: Tony Abbott becomes prime minister of Australia. The previous Labour government had been very supportive through the Commonwealth Scientific and Industrial Research Organisation (CSIRO) but the new Liberal government was not.
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C a s e S t ud y I A C C on f e r e n ce
23-27 September 2013: 64th IAC is held in Beijing. Having lost government support and formal bidding member, CSIRO, SIAA decides to become a member of IAF and bid on its own for IAC to be held in Adelaide. As the space industry in Australia is relatively small, sponsorship is essential. Lockheed Martin becomes anchor sponsor after meetings in Beijing. 29 September – 3 October 2014: 65th IAC takes place in Toronto. Selffunded Australian bid committee, now wiser about ‘internal politics’, presents well-prepared bid for IAC in 2017, in line with opening of expanded Adelaide Convention Centre (ACC). It wins against Orlando, USA; Bremen, Germany; Istanbul, Turkey. May 2015: Adelaide-based PCO, All Occasions Group, is appointed after tender process. 25-29 September 2017: 68th IAC is held at newly extended ACC with 4,470 delegates from 71 countries, a record for the IAC and largest-ever congress in Adelaide. Execution To entice delegates to return Down Under in 2017, a strong destination marketing strategy was formulated by the local committee and ACB, and supported by Tourism Australia’s Delegate Boosting Programme. Promoting Adelaide and its location was a major starting point to boost delegate attendance, so iconic Australian symbols (kangaroo and Southern Cross) were used as the IAC2017 logo. Promoting Australia as a ‘bucket list’ destination also featured prominently in promotional events leading up to the congress. The theme, ‘Unlocking Imagination, Fostering Innovation, Strengthening Security’ was created, highlighting Australia’s space ambitions. As access was a critical factor in attracting delegates, local hosts engaged early with the Foreign Affairs department. Very few delegates were denied visas and a sizeable Chinese delegation attended. SIAA chair, Michael Davis, says: “During the three-year period from bid to event, we formulated an industry development strategy and appointed
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ROI... A record number of delegates attended IAC in Adelaide.
congress management staff as well as a PCO. The record delegate attendance was due to effective international marketing and higher than expected Australian delegate numbers.” Associated events ran the weekend before the main event. Keynote speaker Elon Musk, Tesla co-founder and CEO, was a major draw at the plenary sessions. An interactive stage setting for the opening ceremony featured holograms, live performers and the Adelaide Youth Orchestra. Congress CEO, Brett Biddington, says: “[The ceremony] proved to be hugely emotional with the traditional Welcome to Country, performed by the Kaurna people of the Adelaide Plains, experienced for the first time by most delegates.” Following the use of Australian fauna in the event’s promotional campaign, Biddington adds: “Time-poor delegates were delighted to also interact with live animals (and knowledgeable handlers) at the convention centre during the event.” Food drew a special mention in the post-event survey, where delegates applauded the quality, variety and accommodation of special dietary requirements. All Occasions Group also received national and international recognition, winning the PCO Association’s 2018 President’s Award for their work in managing the event. Summarised as an AU$6 million event, IAC2017 returned a ‘healthy surplus’, with a direct injection of more than AU$20
million into the local economy. The event also elevated space in the public and political mind in Australia, with bipartisan commitment to space sector development. The launch of an Australian Space Agency was announced during the event. “The recent announcement of the national space agency to be housed in Adelaide will go down as one of the best legacies following a conference in Australia,” says Damien Kitto, CEO Adelaide Convention Bureau. “If you told the bidding parties at the beginning of the process all those years ago that, not only would Australia have a national space agency, but it would call Adelaide home, they would have said ‘you’re dreaming’.”
Lessons learnt Be prepared to submit several bids to demonstrate commitment Rally support from local industry bodies Multi-pronged destination marketing can boost delegate numbers
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As technology innovation races ahead in Asia, Kim Benjamin explores AI implementation in China, how hotels can embrace AI solutions, and the potential benefits for meetings and events.
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ardly a month goes by without reference to an AI (artificial intelligence) breakthrough. Such is the pace at which the technology — where machines perform tasks that would normally require human intelligence — is developing. The race to dominate the AI landscape is also hotting up. China, for example, has made no secret of its plans to become a world leader in the field; its government is backing AI developments at breakneck speed. Last November, Chinese search-engine giant Baidu unveiled its AI park in Beijing, which features an intelligent running track, augmented reality (AR) and autonomous buses. But just how does China compare to the rest of the world when it comes to AI? Bernard Golstein, CEO and founder of sharperAI, a consultancy in digital and AI transformation, says China is unrivalled in deploying AI at scale, with an army of sufficiently well-trained AI engineers and data scientists, alongside an abundance of data. Its AI research however, he says, lags behind other countries.
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“While the number of research papers has soared in the past decade, the number of citations — how important the papers are regarded by peers — is still far behind that of American papers,” he says. “While implementation and business model innovation abound in China, much less meaningful fundamental research is to be expected in the short term. It will take time for mindsets to shift and skills to adjust.” It’s a view shared by Neil Wang, global partner and Greater China president of research and consultancy firm Frost & Sullivan. “China has become one of the countries with the fastest development in AI, with its patent for AI technology having increased by 190 per cent in five years,” he says. “Yet its overall strength still lags behind that of the United States.” Nick Riggall, VP digital strategy at agency George P. Johnson, says that China does appear to have control over ‘end-to-end’ infrastructure, including the ownership of data. He says this gives the country a head start in securing budgets, defining holistic data structure and most importantly in the current climate, permissions.
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Creative flare... Auditoire combined AI with AR installations for the Volkswagen Brand China SUV Family Reveal & All-New Touareg World Premiere in Shanghai.
“We’re already seeing signs of this control accelerating AI-driven everyday consumer experiences like checking in at hotels or buying train tickets at kiosks using only voice and visual recognition,” he says. “More tangentially, a raft of platforms unlocking localisation/translating opportunities for video content using deep video techniques are proliferating — think local language and highly personalised video content for [event] attendees.” Riggall adds that the implications for event planners in China could mean earlier access to platforms than elsewhere in the world, with a primed audience. “You may expect many of these platforms and tools to flow east to west much like recent consumer tech examples, but the likelihood of western enterprises adopting these products with the backdrop of a more complex technology infrastructure, identity ownership and data landscape (such as General Data Protection Regulation) may be limiting in the short term,” he says. “That’s not to say businesses in the UK, Europe and the US aren’t investing and building AI-powered tools too, but their ability to scale is made more difficult without this ‘end-to-end’ control.”
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The large amounts of data that AI requires presents another hurdle to wider adoption, according to Rory Brett, VP, senior creative director at Jack Morton Singapore. “We know that AI requires data. It consumes data, analyses it, looks for patterns and makes predictions. But, sharing data requires trust. With recent data breach scandals, brands have to be even more careful how they obtain and use our data.” How can we encourage consumers (and event attendees) to share their data? “This is the challenge for brands and their agencies,” Brett says. “And it will determine how tools like AI are used and adopted by the public.” One popular use of AI, particularly in China, is chatbots. “Thanks to natural language processing, you can now talk to technology like you’d talk to another person,” Brett explains. “The advantage is they never get tired, they never get snappy, they’re never hungover or moody with you.” For Brett, increased interaction with AI chatbots poses an interesting question for brand marketers and event planners: “Ultimately what we try to
do when creating brand experiences is create a lasting emotional connection between a brand and their audience — so can consumers get emotionally attached to AI? It may not totally surprise you that in Asia, some people already are. Microsoft’s XiaoIce is a text-based chatbot to which 89 million people have already said, ‘I love you’.” The here and now As Frost & Sullivan’s Wang points out, AI is making inroads in financial and medical services and the automotive industry, driverless cars being one example. But what developments are likely to have the most bearing on the business events and hospitality industries? Briac Guillas, creative technologist at agency Auditoire, says there are many event apps that incorporate some form of AI. These can offer enhanced matchmaking services between attendees, while event chatbots can answer participants’ questions on-demand, collect feedback, drive interaction and deliver personalised notifications. “These event tools have a lot of benefits — event experiences become
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much more personalised, enabling attendees to consume event content that is tailored to their interests and preferences,” he says. “For event organisers, this technology can help gather quality insights about participants’ experience, helping them optimise their future events for maximum impact and ROI.” Auditoire has developed a number of AI installations combined with AR, such as the ‘Volkswagen Brand China SUV Family Reveal & All-New Touareg World Premiere’ in Shanghai in March 2018. The event presented four different SUV cars within a 3,000-sqm show area, driven on and off the stage from behind screens, accompanied by AR visual projections and audio effects. The screens worked with colour, displaying different environments matching each car’s features, while the cars’ movements were integrated in the environments displayed on the screens. To celebrate the 200th anniversary of Hennessy V.S.O.P, also held in
Shanghai in August 2018, the agency used an AR installation and a robotic arm to serve drinks at a ‘robotic’ bar. Guillas adds that another AI technology helping to raise the bar with brand activations is the analysis of biometric reactions. He references how AccorHotels developed an immersive sensory experience called ‘Seeker’, which measures the biometric reactions of guests using EEG, heart rate, galvanic skin response and brain activity, in response to a variety of images and experiences. The goal is to unlock and gain deeper insights into what guests truly want and need in a travel experience. This technology can also be used in event design – to create spaces that elicit a certain response from attendees. Stephen Horsley, director of strategic accounts, APAC at agency INVNT, sees two levels of AI at events. The first is what he terms the ‘strategic layer’, which relates to predictive analytics — the act of extracting
and analysing data about attendee behaviour in real time and post-event to shape future experiences, ensuring they are in line with what audiences actually want. “There’s also the more discernible activation layer, which isn’t necessarily as strategic, but it can add to the overall attendee experience from a live engagement perspective,” he says. “Take selfiebots as an example, which interact with attendees by speaking with, interviewing and taking selfies of them. They enhance the experience, yet won’t necessarily inform how a business designs its events moving forward.” When thinking about the potential of AI-powered tools for events, Brett says AI can enable mass personalisation. “AI has the power to provide targeted, unique experiences to each individual — a product made just for you, whether that’s through the packaging, content, ingredients or design,” he says.
AI has the power to provide targeted, unique experiences to each individual.
Talk to me... Chatbots can increase engagement at events and collect data for strategy planning.
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RORY BRETT VP, senior creative director Jack Morton Worldwide Singapore
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“It can enable services which predict your needs, like greeting you by name with your favourite beverage and your favourite newspaper as you arrive at your hotel.” The here and now AI and more specifically, its use in robotics, is certainly making an impact on the hospitality industry. Japan’s Henn-na, billed as the world’s first robotic hotel, launched in Nagasaki prefecture in 2015, with a fifth branch opening in Tokyo’s Ginza district last February. Guests can expect robots helping with check-in and back-of-house functions such as cleaning. Chinese tech giant Alibaba is the latest player to hone in on this trend. Its FlyZoo hotel opened in Hangzhou last December, with robots enabling processes such as check-in, lighting control and room service. The 290-room hotel is an incubator for technology Alibaba is looking to sell to the hotel industry, and an opportunity to showcase its prowess in artificial intelligence. Millennium Hotels and Resorts, meanwhile, has unveiled
AURA, a ‘front-of-house robot’ which interacts with guests in the lobby and delivers items such as bottled water, towels, toiletries and amenities to rooms. It was first deployed at M Social Singapore in August 2017, and is now at four sister hotels in the city-state. Millennium has further extended robotics with the launch of AUSCA — what it terms ‘the world’s first front-ofhouse autonomous service chef robot prototype’, which aims to create the perfect egg dish for guests at breakfast — either sunny-side up or omelette-style. It was launched at M Social Singapore’s restaurant, Beast and Butterflies, in November 2017 and now features in all restaurants in the hotel group’s Singapore properties.
“We see robotic solutions like AURA and AUSCA as a way to increase productivity, help optimise operations, and elevate guest experiences to a new level,” says Tan Kian Seng, interim group chief executive officer, Millennium Hotels and Resorts. “Not only is it a novel approach to hospitality, it also frees up manpower to focus on providing more personalised services to our guests in other aspects.” Tan adds that in the near future, AUSCA will be programmed to offer more variation, but he also acknowledges that some areas still require the human touch, such as concierge, service recovery and quality control. “Guests depend on emotional services such as a concierge to fulfil all
Meetings and events will be able to most effectively prepare people for the future of work when they embrace AI – namely, predictive analytics. STEPHEN HORSLEY Director of strategic accounts, APAC INVNT
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I, Robot... AI-powered robots serve drinks at a Hennessy V.S.O.P party in Shanghai (above), and prepare eggs at hotels in
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kinds of needs during their stay, and to do so will require some level of emotional intelligence and ‘spirit’ of hospitality,” he says. This need for the human touch begs the question of whether AI technology will replace some jobs in the future, and to what extent event planners will need to upskill or reskill in order to remain relevant. Mollen Wang, senior group manager — business intelligence unit at MCI Shanghai, doesn’t believe that AI technology will replace positions in the short-term. “[Those working in events] absolutely need to be equipped with all the relevant knowledge and experience about professional and efficient event planning and delivering a fabulous client experience,” she says. “As technology is inevitable in the meetings industry, event planners must learn how AI tools could add value to an event and they may also need to work with technical professionals.” INVNT’s Horsley believes that people working across any industry should have at least a basic understanding of AI, and it is even more critical that modernday event producers are aware of its importance. “Meetings and events will be able to most effectively prepare people for the future of work when they embrace AI — namely, predictive analytics — to learn about attendees and design bespoke experiences for them which reflect their job roles and the industries in which they operate,” he says. Meetings and events are opportunities for people to gather and share their experiences, engage in meaningful discussions and debates and grow their awareness of the changing world. As sharperAI’s Golstein reflects, in a world where the pace and magnitude of change will continue to increase dramatically, making sure these meaningful debates take place regularly will be key to the events world — and other industries — if we’re to thrive in the age of AI. Singapore (top).
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A sso ci at i ons Im pact
Mastering the ‘dark art’ of advocacy Advocacy can be a useful tool to boost member engagement and influence change. But what does it take to be effective? Lauren Arena speaks to association experts at the 13th Associations Forum National Conference to find out.
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Open discussion... Engage members in your advocacy efforts with regular meetings that explain your strategy and the value it provides to the industry.
n the hyper-connected information age, where we have access to more knowledge (and people) than ever before, how can associations attract and retain members? The answer, according to some association leaders, is advocacy. “Advocacy is a process of persuasion and influence that leads to change,” Tom Symondson, CEO of the Victorian Healthcare Association, says. “But members don’t necessarily know what good advocacy is,” he adds. “A fundamental part of advocacy strategy is advocating to your members about advocacy. As association leaders we need to educate members about what is likely to be effective and, more importantly, what is likely to be ineffective." Symondson advises sitting down regularly with members to talk about how your association is advocating for their interests. This should be an open discussion, where you gather feedback and engage members.
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“Advocacy is a dark art — usually behind the scenes and no one hears about it. Explain what you’re doing, try to be as open as you can, and build trust with members,” he says. But how can we ensure that our advocacy efforts are effective? For Symondson, it comes down to understanding the rules of engagement and your role as the voice of your members (see more tips for effective advocacy on p.29). “Associations and peak bodies are almost always ‘David’ in a David and Goliath Battle. The challenge is identifying your Goliath.” He adds: “More often than not, your Goliath is not quite as big as you think it is. I often hear people say: ‘Nobody will listen to us because they don’t think we’re important’ — size is not the issue. You have to identify your innate advantages and stop trying to ignore your innate disadvantages.”
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A s s o c i a t i o ns I m p a c t
How to be an effective advocate The rules of engagement are incredibly important. Understand what your role is and have open conversations with stakeholders and members. Make sure you are very clear about how you will build relationships. Identify and understand your audience. Sometimes your audience may not be a government minister, but a chief of staff, or secretary of a department. Identify the budget-holder and tailor your message accordingly. Play the long game. Both you and your members must be patient when it comes to building relationships. Evidence will help support your case, but relationships will ultimately deliver the outcome. Build relationships of breadth. Invest in staff dedicated to relationship-building. Talk to everybody; do not limit yourself to the government of the day. Be solutions-driven. Bring solutions and ideas to the table, and make sure members are behind the solutions you are selling. Don’t just admire a problem; present a workable solution. The ‘why’ has to inform the ‘what’. Engage with the ‘why’ of your target audience so your message matters to them. When you don’t have a ‘why’, you will be ineffective.
Taking time to build relationships with key government and community stakeholders is another major factor that Symondson says cannot be underestimated. “If the first time a government minister hears of you is after you’ve sent a disgruntled letter identifying a problem, then you’ve failed before you’ve begun… you don’t want be seen as throwing stones.” Advocacy vs service offering Sara-Jane Evans, head of membership and commercial services at the Property Council New Zealand, says advocacy is an essential service provided by the 43-year-old association, and a recent restructure brought this to the attention of association executives. “Our key services are advocacy, events and research. A restructure in 2017 highlighted that advocacy is our core reason for being and that our events and research must be a platform to support this. Following a member survey, we realised that we weren’t telling the right story and we weren’t getting the [advocacy] message to members.” As a result, the Property Council, which has 550 members and five branches across New Zealand, split their communication efforts into two distinct roles: Public affairs, to influence government, key decision-makers and stakeholders; and member communications, to create relevant, localised stories for members to engage with. Evans explains: “We had to recognise that we’re targeting two very different audiences. We did an overview of all the collateral we were producing and started again. We used market segmentation to get the message right.” Brand awareness is another critical factor when it comes to engaging members about advocacy. For Evelyn Balmeo Salire, secretary general of the Philippine Retailers Association, ‘tangible services’ must support advocacy work. “Goodwill will only take you so far, but services will pay the rent,” she says.
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A fundamental part of advocacy strategy is advocating to your members about advocacy. TOM SYMONDSON CEO Victorian Healthcare Association
The 14th Associations Forum National Conference will take place in Canberra, Australia on 15-16 July 2019.
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Rules of engagement... Effective advocacy requires relationship building and tailoring communication to various member and stakeholder groups.
“Goodwill attracts people to events, but services will keep them coming back. We provide tangible services, such as conventions, seminars, forums; and intangible services – this is advocacy, where we speak on behalf of the industry.” The Philippine Retailers Association represents 80 per cent of the country’s retail sector, so visibility is key. “Branding is important as competition increases,” Balmeo Salire explains. “We have to be visible as much as possible. Members need to see us on panels and our logo at events, so they know we are everywhere. We want our members to be proud of the organisation.” Colin Fruk, general manager, membership engagement at the Chamber of Commerce and Industry Queensland, agrees that branding and communication are crucial to an association’s survival. “We’ve been around for 151 years — that comes with a lot of legacy and reputation,” he says. “Everyone knows of the Chamber of Commerce, but no one knows exactly what we do, which is one of the big challenges we face.” Six years ago, the association was in “dire straits”, so executives had to do something dramatic to turn it around. “It’s really important that people understand what value they can derive from your organisation,” Fruk says. “We had to build and implement a new value proposition into our business and communicate that to members. Value leads to loyalty. Don’t expect goodwill from members; you have to work at it every day.” For the Chamber of Commerce, this meant a ‘back to basics’ approach that concentrated on what the chamber was best known for: Industrial relations and HR compliance. The chamber now offers streamlined HR advice to members. This fee-for-service model funds the Chamber’s advocacy work.
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“A lot of our members still don’t realise that we are an advocacy organisation,” Fruk says. “People aren’t willing to pay for a voice any longer. They are willing to do it themselves, often through social media, so we had to find a way to fund our essential advocacy service. “We have a competitive offer in the market in terms of membership, but the long-term goal is to establish trust with members and then offer extended services [at an additional cost]. Membership is just an entry point. Upsell is the long game.”
Goodwill will only take you so far. Services will pay the rent. EVELYN BALMEO SALIRE Secretary general Philippine Retailers Association
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M&I Toolkit
Tools of the trade
Event tech has come a long way in recent years. Jack Carter tinkered with smart badges and interactive lighting to find the latest innovations set to impact the industry in 2019.
Let there be light... Coldplay introduced ‘Xylobands’ to live audiences in 2011 — an early glimpse into the innovation that lay ahead for LED technology.
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hether it’s finding innovative ways to engage an audience like never before, or sharing attendees’ information securely, technology continues to provide solutions to the challenges faced by today’s event professionals. And it has come a long way from the humble event app. Many new innovations are ready to make an impact in 2019. Wearable and shareable From smart watches and wristbands to e-badges and activity trackers, wearable technology has become one of the most exciting areas of innovation in the last 18 months, and now clients are clamouring to get their hands on it. It is being used to help organisers gather valuable data on delegate behaviour, as well as geo-targeted content sharing triggered by attendees’ location and dwell time.
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Ewan Jamieson, communications executive at global events and communication agency SPARK THINKING, explains: “We recently managed a pharmaceutical client’s annual management forum for 400 attendees. To simulate the position of the patients whose lives they enhance, we equipped each delegate with a Klik smart badge. This enhanced their event experience as they effortlessly swapped contact details with one another and received unique content related to their geo-location.” Klik’s smart badge software also enabled Jamieson and his team to gather a mass of data, such as attendee dwell time during sessions to identify the most popular content, to heat-mapping the catering area to analyse how many people were making healthy food choices. Seamless streamlining Today’s organisers enjoy access to a wide range of tools to enhance their event, from event
management systems and apps, to attendee engagement software. However, with so much at their disposal, things can quickly turn into a big juggling act. According to James Morgan, founder of Event Tech Lab — a community that supports event technology start-ups through their early development — software that can successfully integrate these systems into one holistic operation will be a key trend in 2019. “Organisers have to focus on delivering a great experience for their clients and delegates so they would much rather work with two to three technology providers, rather than eight or nine,” Morgan says. “Time spent on processes and programming means higher cost. If there are more integrations available in the marketplace, organisers are delivering a more profitable event.” Fuzion by Freeman has become one of the leaders in this space, providing software
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M &I Toolkit
that allows planners to integrate their event technology, creating a language that enables them to ‘talk to each other’ seamlessly. The Blockchain debate Any industry that requires people to share large amounts of data to a variety of parties will be watching the development of blockchain technology very closely. Blockchain is a decentralised ledger of information and transactions that allows people or businesses to exchange money without any personal financial information being exposed. This technology can also be used for any kind of information transaction, such as sharing an attendee’s personal data among other parties. As the threat of data security looms, 2019 could be the year blockchain infiltrates the events industry for good. “The blockchain debate has been ongoing for quite a while now,” Morgan says, “with some having issue over the transparency of the transaction if the buyer of the tickets, for example, cannot be verified.” However, he says schemes put in place by major events such as Glastonbury, which requires ticket buyers to upload their photo at the point of purchase, could be a way to successfully certify individuals. Real-life resolution Until recently, 4K and Ultra HD were mostly enjoyed by the film industry of first adopters with plenty of cash to spare. This year, however, the high-resolution technology is set to hit mainstream markets for the first time as projectors and camera equipment grow more sophisticated. With video content becoming an essential way to engage delegates, this is exciting news for the events industry.
“Newer camera systems on the market will bring us in line with television and film studios in terms of quality output, enabling us to provide higher resolution content and amazing real-life videos for our clients,” says Simon Read, production manager at SPARK THINKING. While the number of pixels offered by the standard resolution most people enjoy today is 2048 x 1080, 4K is exactly double the quality at 4096 x 2160. “This is going to enhance the power of immersion by bringing the audience into the meeting,” Read adds. Light it up When Coldplay introduced the ‘Xylobands’ to live audiences in 2011, it was an early glimpse into the exciting innovations that lay ahead for LED technology. The wristbands, embedded with LED lights, were programmed to change colour during the concert, turning the crowd into a mass light show. With the growth of wearable technology, there are many other ways organisers can use LED lighting to transform the audience experience. Wristbands such as the Xylobands are controlled using Wi-Fi or transmitters, and can be mapped using GPS. This means lighting teams are able to control them at any given time, based on where delegates are located at a venue. “We are seeing some great advances in LED technology,” says Morgan. “China is leading the way in transparent LED, bespoke LED screen design, curved LED and even interactive LED flooring.” Modern LED screens are being used during events as both room dividers and shop fronts for exhibition stands, to offer a more interactive delegate experience.
Smart badges... provide geo-location data to curate event content and design in real-time.
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[Facial recognition] saves time, simplifies the attendee experience, and is technically impressive, all the while being very secure. JEREMY TO Associate creative director Jack Morton Worldwide Hong Kong
Facial Recognition Facial recognition (FR) has already seen mass adoption at many large non-corporate events, such as music festivals, concerts and sporting events. Experts predict that by the end of this year, the market for FR will be worth a staggering US$8bn. With the technology now more accessible and affordable, event professionals are beginning to see just how impactful this strand of artificial intelligence could be for the industry. “[Facial recognition] saves time, simplifies the attendee experience, and is technically impressive, all the while being very secure,” says Jeremy To, associate creative director at Jack Morton Worldwide. “It is likely to see wider adoption in the events industry in 2019 for its many benefits logistically and from the guest experience point-of-view — speed and simplicity with reduced queues.” FR works by combining AI and computer vision to recognise faces from photos and video in real-time. Zenus Biometrics and Expo Logics are two of the companies currently offering bespoke FR solutions for automatic check-in on arrival to alleviate queuing. It can also be used to provide virtual keys that allow delegates to enter specific areas throughout a venue.
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F o c us Group The f u t u r e o f sa l es
Carlos Hernandez, Abbott Labs
Gemma Calvert, NTU
The future of sales Thought leaders analyse consumer behaviour and current market trends to predict new profit models for business events. By Lauren Arena
Bojan Blecic, OCBC Bank
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Ralph Hendrich, Koelnmesse
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Fo c us G r o u p T h e f u t u r e of sale s
Creating value... Exhibition managers now sell an 'experience' rather than space on the show floor.
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n 1996, Bill Gates said: “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10. Don't let yourself be lulled into inaction.” Words made all the more poignant when used to kick off a discussion about the future business models that will drive the events industry into the next decade. We joined a number of professionals from Singapore's business events industry and beyond, to analyse buying patterns and workplace trends, and then discuss new ways to monetise the events industry of tomorrow. The first thing to acknowledge is that change is imminent — whether we like it or not. “The brain doesn’t like change,” says Gemma Calvert, professor of marketing at Singapore’s Nanyang Business School, Nanyang Technological University (NTU). “But it’s also highly adaptive. We are seeing some changes in the way brains are wired among millennials. “Firstly, their attention ‘systems’ are different. Their attentions are spread across different platforms, which make them less focused. And that is an indication for more simple communication,” she says. “Their attention spans cross not just single visual platforms, but multi-sensory platforms.
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“The second thing is that their memory structures are not as good. They don’t have to recall as much any more. They’re much more effective at search and navigation on online platforms.” So, what does this multi-sensory millennial mindset mean for brands? “Brands need to create far more touchpoints to keep reminding millennials about the message they want to communicate. There’s just too much information out there,” Calvert says. This hyper-connected information age also means that businesses no longer have a place to hide if they don’t deliver on brand promise. For Bojan Blecic, senior vice president and head of experience design at OCBC Bank, business transparency will continue to impact sales, while online social networks will allow for more real-time conversations with customers. “The implications of being so visible is everyone becoming very aware. Everything is going to be very obvious and transparent,” he says. “Conversations are happening more frequently about customers, and the journey they go through to enjoy a good service.” Blecic, who studied architecture in Switzerland before moving into the banking industry, believes this customer-centric
Instead of growth and profit, the key metrics of your business will be based around sustainability. CARLOS HERNANDEZ Head of market insights GMEA and APAC Abbott Labs
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F o c us Group The f u t u r e o f sa l es
Brands need to create far more touchpoints to keep reminding millennials about the message they want to communicate. GEMMA CALVERT Professor of marketing Nanyang Business School, NTU
approach will also change the way that goods and services are produced. “As an architect, the first thing they teach you is when you talk to your customer, you should be listening while they are talking. You get closer to understanding the customer and build your design based on customer insights.” The recent rise in highly customisable products (from Gucci trainers to CocaCola bottles) attests to this, and reflects the collective individualism of many millennial consumers in Asia, which is set to increase further. In the events industry, future business models may need to rethink the way products and services are combined in order to create value. This is particularly poignant for the exhibition industry, where, according to Ralph Hendrich, general manager of Koelnmesse, market forces have already affected change.
“I used to be able to just sell space to an exhibitor. I can no longer do that. This approach will not get me any serious sales discussion because I’m not generating immediate value for my customers.” He adds: “We actually don’t sell space for an exhibition, we sell an experience and the space is for free. That’s how it’s sold. You don’t quote the individual parts but the whole value that you create, whether it’s an exhibition or a conference.” The transaction environment is also set to change as the rise of cryptocurrencies may lead to a cashless society. In countries like China and Singapore, cashless payment systems (Alipay and DBS PayLah, respectively) are already commonplace.
Navigating the data ocean
With more and more data available, companies will be expected to predict what consumers (and clients) want —
We actually don’t sell space for an exhibition, we sell an experience and the space is for free. RALPH HENDRICH General manager Koelnmesse
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Collective individualism... Millennials demand more engagement
and provide immediate satisfaction. Tech companies like Apple have already succeeded in doing this, and now drive consumer behaviour. Carlos Hernandez, head of market insights GMEA and APAC at Abbott Labs, says data can inform and enrich the sales process by providing keen insight into the human experience. “We shoud no longer be focused on acquiring data or investing in the infrastructure — these are conversations from 10 years ago. Instead, we need to
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Fo c us G r o u p T h e f u t u r e of sale s
Future trends Empowered consumers demand more from brands Businesses must be sustainability-conscious, not simply profit-driven Greater connectivity leads to greater customisation
“As a brand, you need to understand what forces are changing the world before you make sense of all the data — building neuroscience into your marketing and making sure you have qualitative data will help to understand human relationships and solve a human problem,” Hernandez says.
Good business
and greater personalisation.
Photo credit: Cokestore.com
analyse data to help us understand how the brain functions, and then tailor the user experience,” he says. “We know that consumers are emotional people. Most of our decisions are made through our subconscious minds. We think we are very rational, but we’re not, so we need to better understand the emotional connection to brands.” Tuning into the human experience also means identifying and solving problems — both for the individual consumer and society at large.
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Hernandez, like many others, predicts a major shift in future business models — away from profit and towards sustainability. “Instead of growth and profit, the key metrics of your business will be based around sustainability. With so much concern for the environment and climate change, people want to do things for the environment,” he says. “Within the FMCG world, this is already a big thing and brands like Unilever have sustainability built into their business models.” According to the 2019 Edelman Trust Barometer, 71 per cent of employees believe it is critically important for a CEO to respond to today’s challenging times. After surveying more than 33,000 people in 27 markets, more than threequarters (76 per cent) say they want CEOs to take the lead on change instead of waiting for government to impose it. And 73 per cent believe a company can take actions that both increase profits and improve economic and social conditions in the community where it operates. In line with this, NTU’s Calvert believes businesses need to act fast.
“Businesses will have to respond very quickly to the fact that our natural resources are dwindling,” she says. “This isn’t something to be addressed in 10-15 years. We need to think of the next 2-3 years.”
Community building and inverted sales
As event professionals, we are in the business of building communities, both online and offline. And in recent years, a number of acquisitions in the hospitality and exhibitions industries has created even bigger, more connected communities. But according to Koelnmesse’s Hendrich, we have yet to experience an “amazonisation” of the industry. “There may be a lot of mergers and acquisitions, but we haven’t seen anything yet,” he says. “Not until one of the big tech companies decides to come in and completely change the way we do business with the power of their technology.” Hernandez agrees: “Our biggest competitors are Google and Apple, who are coming into the events space. “One of the business models that’s been talked about is paying people to watch ads. So, if you decide to watch an ad or click on a banner, you get a dollar. Instead of paying agencies, why don’t I pay consumers to watch my ad? This could even happen for events. The more people come to my events, the more business will be generated,” he explains. “This is why brands are paying key influencers — people watch and trust them.” To be successful in the business world of tomorrow, organisations need to look beyond the immediate financial gains of sales and instead focus on creating positive economic and social change. The sustainability of business will be based on the trust of communities and the social capital attributed to your brand (or event). So, what can we do today? “Stop selling and start seducing,” Hernandez says. “If you can get consumers on an emotional level, then you can start playing the seduction game.”
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Up Cl ose Sotis Dr am a l i s
Up close with Oracle’s Sotis Dramalis As the tech giant’s OpenWorld Asia conference is set to debut in Singapore, Lauren Arena sits down with head of JAPAC marketing, Sotis Dramalis, to talk customer engagement, and how the data explosion can help create better events.
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ince 1997, Oracle’s flagship annual convention, Oracle OpenWorld, has gathered technologists and business leaders in San Francisco. To reflect the needs of its global customer base, the cloud computing company has launched a series of regional meetings, and in March the very first Oracle OpenWorld Asia will take place in Singapore. Bringing the future into focus, Sotis Dramalis says the two-day event is a testimony to the company’s commitment to APAC. “This is a long-term commitment to Asia-Pacific region and we want to create a cadence for our customers and build a community. It is not a one-off investment.”
Giving people approval to travel all the way to the U.S. is tricky, especially since our customer focus in the APAC region is the public sector and SMEs. It’s not just the financial commitment, it’s also the time. So now, we’re coming to you.
Why is Oracle bringing OpenWorld to Asia? Sotis:This reflects Oracle’s global events strategy. In the past, we’ve held a number of software-specific events, developer conferences and events for business users across the APAC region, but we didn’t have an event that integrated all these elements into one cohesive experience for customers. Historically, OpenWorld in the U.S. has served this purpose, but this year, we’re bringing it to the regions with events in London, Dubai and Singapore.
Tell me more about the ‘global yet local’ approach. How is Oracle tailoring its flagship event for the Asian market? Sotis:The global aspect is important, we want to leverage the impact of the Oracle brand and bring bespoke speakers and executives to the region so they also listen to the requirements customers have. It’s a two-way conversation. We also want to make it locally relevant so we’ll have local thought leaders and customers sharing their stories with industry peers. Cultural entertainment will also give it an Asian flavour.
And why Singapore? Sotis:We needed a location that could attract international customers and prospects. Singapore is an innovator in the region, not only in IT, but also when it comes to government policies, being a smart nation, and a banking hub — which are important sectors in our business. ASEAN, overall, is a growth engine for many companies.
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U p C l o s e S o t i s D r am alis
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Marketing automation... Oracle uses autonomous digital tools throughout the event management process, from sending invitations to post-event engagement.
Experiential marketing is not events. It is the intersection of digital and physical experiences. SOTIS DRAMALIS Head of JAPAC marketing Oracle
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We’ll have two tracks — for public sector and banking and finance (our biggest accounts in the region are from these industry clusters) and a dedicated leader’s circle for C-level attendees, which will be a peer-to-peer networking session. We’re working with the same event agency that Oracle uses internationally. This helps us scale the event, from both a planning and execution perspective, because the idea is to be ‘glocal’ — globally consistent brand, but also locally relevant. OpenWorld Asia is set to address macro trends such as machine learning and automation. How is Oracle’s marketing team responding to these trends? Sotis:I believe Oracle is the only IT company that has an ‘autonomous database’ product — a self-running, self-repairing database. It’s like driving a Tesla, modelled on the same idea. I personally think it’s relevant to
marketing in Asia. Places like Singapore and Japan always struggle with skills. There’s a lot of automation in Singapore, which contributes to a smart nation. Japan is struggling with an aging population and needs automation in terms of business processes and business models. That’s at a macro level. In marketing, some of the innovation is quite drastic. We use our own Eloqua automated marketing platform to automate all our digital marketing. For OpenWorld Asia, the entire event invitation campaign is automated with a supporting database that measures who has been invited, who has RSVP’d, and the content streams they are interested in. Post-event, we collect as big a digital footprint as possible from customers’ offline and online activities (subject to customers' consent). This becomes part of an algorithm that, via machine learning, calculates a score for each potential lead and prioritises how we follow-up. We’re trying to personalise this experience as much as possible.
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U p C l o s e S o t i s D r am alis
The event is not an isolated activity, it forms part of our overarching Your Tomorrow Today campaign for 2019. We’re not just managing the event as a tactic, but managing the entire customer journey. I don’t think customers become loyal after attending one event, or responding to one marketing campaign, it’s really the entire journey. And that’s what these products do, while helping to create a more data-driven marketing department. Marketing automation is in the cloud and is accessible for SMEs and smaller event agencies because you pay by consumption. In an area where skills and resources are limited, you need to think outside the box. What about the future workforce? Sotis:A lot of executives in Asia appear to be younger than their counterparts in other regions, which speaks to the growth opportunities and people are hungry to grow careers. Asia has a great amount of millennials in the workplace and some countries in the region have a lot of women in management. We have a dedicated session on women in leadership at OpenWorld Asia. We will be examining inclusive leadership, what it means and how technology can help enable this. You’ve also been credited with building up Oracle’s marketing team in the region, which now comprises 80% women in leadership and 30% millennial talent. How important is diversity in the workplace for you? Sotis:I think it starts with everyone’s personal story. I’ve seen a lot of ‘diversity leaders’ in companies. There are those who are very data-driven and approach diversity as an HR topic, and then there are those who are very passionate. But you can only be passionate if your life experience has created that. It’s a result of your own experience. For me personally, I reflect on my childhood. Growing up, I had a big problem as I’m half-Greek and halfGerman. In German culture, you have to finish all your food when you’re visiting relatives, but in Greek culture, it's considered rude as it implies your host didn’t serve enough food. In German culture, if you don’t finish it means you
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didn’t enjoy the meal. Simple experiences like this create an interest in cultural nuances and the reason why I’ve worked across Asia, Africa and the U.S. You also have to match your workforce to your customer base. Young decision-makers understand how young people consume information. As you diversify your workforce, you also get access to a more diverse pool of potential talent. How do you nurture talent? Sotis:I believe in situational leadership. Not everyone needs the same management style. Some need more coaching and ambitious goals, others need more freedom. I don’t believe money is the way to keep people. It might attract people, but doesn’t make them stay. Most people stick around in places where they have
meaningful jobs, where they can contribute and see results. Training is also important, as is creating a culture of collaboration. How important is ‘brand experience’ in your overall marketing mix? Sotis:For me, experiential marketing is not events. It is the intersection of digital and physical experiences. The customer experience is both. Our Your Tomorrow Today campaign is a digital-first campaign, where we start a digital journey with very clear targeting and messaging. Then, a tactical mix of digital and events is localised by country to make it more customer-centric. That’s where experiential is going — it’s events and digital together, with the right targeting and the right messaging.
Oracle OpenWorld Asia will take place at Marina Bay Sands on 26-27 March 2019.
Brand experience... OpenWorld in San Francisco attracts 60,000 live attendees and 2.1 million online attendees.
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D e s t i na t i o n Fe a t ur e U n it e d S t at e s
Beyond the Golden Gate Painted ladies, unicorns, and giants — the allure of San Francisco is undeniable, particularly for corporate incentives from APAC. Lauren Arena travels to California's Bay Area to find out why delegates can’t get enough.
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his cultural, commercial and innovation hub is home to some of the world’s leading medical and technology conferences. Mega conventions like Oracle’s OpenWorld and Salesforce’s Dreamforce take place here every year, and attract between 60,000 and 170,000 international delegates, respectively. There are more than 250 hotels in San Francisco’s Bay Area and the city’s convention centre, the Moscone Center, recently completed an US$551-million expansion, which added an additional 14,500 sqm to the venue (with a total 46,900 sqm of continuous space) and 82 new meeting rooms. There’s also a host of museums, galleries, dining rooms and outdoor spaces that can be hired for a range of events. Beyond its impressive meetings infrastructure, the hilly city is also attracting an increasing number of corporate incentives from the AsiaPacific region. Karine Bulger, founder and CEO of Insider Experience, provides comprehensive DMC services across San Francisco, and works with a number of FMCG, automotive and fintech clients from Australia and New Zealand. She says business has spiked in recent years, following increased accessibility from APAC — including Qantas’ non-stop flight from Melbourne and Singapore Airlines' 10-times-weekly direct service. “It’s a city that works really well for incentives, whether you’re a first-timer or a repeat visitor, because it’s so expansive and constantly evolving,” she says. And when it comes to the elusive ‘wow-factor’, Bulger says the city’s natural surrounds, together with its colourful neighbourhoods and the entrepreneurial talent of Silicon Valley, provide memorable experiences and rich content. “San Francisco can serve it up anyway you want it. This allows us to create truly bespoke programmes for our clients,” she says. Sydney-based events agency, Directions CIM, has run a number of successful incentive programmes in San Francisco, and CEO, Damion Breust, says the destination is “pitch perfect”. “It is an ideal city with a wide range of activities to participate in, both day and night," he says. "Whether it is the simple pleasure of catching a tram across the city, bicycle rides over the Golden Gate Bridge, exclusive Napa Valley day trips, or private dinners on Alcatraz Island, the list is neverending — and so is delegates’ enthusiasm for the city.”
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Revel in the city's dynamic dining and cultural scene and natural surrounds
Where
Nevada
California San Francisco
Sacramento
San Francisco San Jose
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Experiences
Close to the Moscone Center and the Museum of Modern Art, The W San Francisco is perfectly placed in the heart of the city’s SoMa district. Its 404 rooms and suites are currently being renovated, with a new ‘Gold Fever’ design that recalls the city’s gold mining history as well as its modern-day reputation as a hub for creativity and innovation. Metallic hints are chiselled into each room (top left), where Nespresso machines and playful minibar treats add both comfort and fun. The hotel also features a range of spaces for meetings and events. A short walk away, The St. Regis San Francisco is an oasis of calm among the buzz of Downtown. Nine sleek meeting rooms include two ballrooms, while 214 rooms and 46 suites house indulgent amenities and boast artful views of the cityscape — and the signature Butler Service is not to be missed. Meanwhile, the nearby Four Seasons San Francisco is the epitome of luxury. Home to the city’s top health club, the hotel features 277 newly renovated rooms, decorated in shades of grey, blue and white, and an elegant 540-seat grand ballroom. As well as dedicated meeting rooms, two presidential suites can be used to host private dinners for up to 20 pax, while an expansive outdoor terrace can be used for alfresco receptions and cocktail events (150-200 pax).
Experience the city from a different perspective with GoCar Tours’ story-telling cars. With two outlets in SFO, GoCar can lead fleets of up to 40 go-cart-like vehicles at a time (80 pax). Each car features an inbuilt GPS guide that provides directions and recounts the history of the surrounding area. Take off from the scenic Fisherman’s Wharf area, drive past the Golden Bridge, and up and down famous streets like Alamo Square, where the renowned ‘painted ladies’ (right) provide the ultimate selfie backdrop. If delegates aren’t confident behind the wheel, hire a vintage cable car for a private tour around SFO’s historic districts, including Union Square and Chinatown. Baseball fans will rejoice at Oracle Park (formerly known as AT&T Park), home to the San Francisco Giants. But don’t just watch a game, treat delegates to a private batting practice session with Giants alumni, followed by lunch across a number of the stadium’s suites. On game day, up to 12 VIP delegates can watch the action up close from an exclusive dugout right on the pitch. Beyond the city, Bulger’s Insider Experience can also arrange day trips to the surrounding Valleys. Luxury coaches transport delegates around Napa for exclusive wine tasting, followed by lobster lunch among the vineyards.
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D e s t i na t i o n Fe a t ur e U n it e d S t at e s
And in Silicon Valley, delegates can learn from the Bay Area’s leading tech entrepreneurs with customised strategy sessions and immersion programmes at the Silicon Valley Innovation Center. Learn how to accelerate innovation in your business, test drive a Tesla vehicle, and explore the offices of Google, Amazon and Facebook.
Unique venues Established in 1931, Bimbo’s 365 Club is San Francisco’s most historic nightclub and retains its original Art-Deco design — so it’s ideal for themed cocktail events (680 pax), comedy nights, or dinners. A concert stage, chequered dancefloor and terraced dining platforms add to the charm. For a contemporary touch, The Battery private members’ club has a number of quirky and colourful spaces available for private hire, including a
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rooftop terrace, parlour and wine cellar. The club is highly exclusive and its sumptuous interiors are rarely seen by outsiders (members include NFL players and the who’s who of Silicon Valley) so delegates will be in for a surprise. For a memorable meal, Alexander’s Steakhouse combines steakhouse classics with a Japanese twist. Housed in a former meatpacking plant with two private dining rooms and a mezzanine space, the venue is well-versed in hosting a range of corporate events. Capture the theatre of the open kitchen with a complete venue buy-out (125 pax). Impeccable service elevates a carefully curated menu that features Greater Omaha Prime beef, and prized Japanese wagyu. Keep an eye on ONE65, set to open in stages from March 2019. The vision of Michelin-starred chef Claude Le Tohic, this multi-level culinary concept brings four French dining experiences together under one roof. Ranging from a patisserie and relaxed bistro, to finediner ‘O’, and a moody cocktail lounge, each floor embodies a unique concept and design. Various floors can be booked exclusively, while chef’s table experiences and chocolate and wine tasting can also be arranged.
Buyer's Opinion With many direct flights, or easily connecting flight options, SFO is a great destination to host incentives and offers a lot of options for conferencing. Silicon Valley provides unique and immersive educational experiences, where guests can experience first-hand the many businesses and industries that are located here. The range of hotels available in SFO enables us to offer clients solutions to meet their budget expectations. Perception is another consideration. San Francisco has so much to offer and we emphasise the opportunity for new experiences for attendees. However, due to such high demand, pricing can be high. When you add on taxes and exchange rates, this can make conversion difficult at times. TRACEY EDWARDS Global strategic lead and general manager Event Travel Management Australia & New Zealand
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Destinat i on Feat ure Ma l a ysi a
Penang packs a punch New venues and hotels, greater accessibility and a data-driven marketing strategy are placing this island on the global meetings map. By Lauren Arena
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his is just the beginning,” declares Ashwin Gunasekeran, CEO of the Penang Convention and Exhibition Bureau (PCEB). He is speaking at the third edition of the bureau’s very own BE@ Penang event in December 2018, a two-day conference established to engage, educate and empower the local business events industry. Many regional bureaus run similar events, but this one is particularly impressive because the bureau itself is only three years old. Since 2016, PCEB has effectively rallied local venues, hotels, PCOs and event suppliers to adopt a ‘Team Penang’ approach, where operators understand the importance of selling the destination, rather than their own venue or service. This approach, together with the bureau’s targeted bidding strategy, has paid huge dividends. “Working together as Team Penang, our partners have been expanding their efforts to pursue leads in areas outside of their conventional markets, collaborating and building alliances to position Penang as the choice destination,” Gunasekeran says. “When we started, everyone was working in silos and no one was sharing data, but today the spirit of Team Penang is very strong,” he adds. “We now see monthly data submissions from more than 60 partners and, at the end of each year, we share this market intelligence — so we grow together.” Within the bureau’s first year of operation, the total number of business events held in Penang doubled to 2,511, with a 161 per cent growth in national corporate events (2,011 in 2017 vs 771 in 2016). This equated to an economic impact of RM1.002 billion (US$240 million).
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Increased connectivity, such as Qatar Airways’ direct Doha-Penang route, and new dedicated meeting venues (see p.51) are also helping to attract long-haul groups from the U.S. and Europe. “Penang is definitely sellable for her uniqueness, experiences, and facilities to cater for large events… and remains largely undiscovered for many Europeans and Americans,” Gunasekeran explains. “We are also the leading medical hub of Malaysia — the University of Science, Malaysia is in Penang, and we generate 70 per cent of the country’s overall medical income.” In 2017, the state hosted the first Penang Medical Expo & Malaysian Healthcare Policy Conference or (PMEX), an initiative to help establish Penang as a meeting place to discuss healthcare policies and make recommendations for necessary reform and review of the Malaysian healthcare system. Following this, Team Penang also won a bid to host the World Seafood Congress this September — marking the first-ever Asia congress in its 50year history. Within the APAC region, Penang continues to attract high-profile incentive groups, including Amway Australia & New Zealand, which chartered flights with Malaysia Airlines for some 300 delegates; and Herbalife Asia Pacific, which attracted 2,500 delegates from 33 countries for its 2018 Future President's Team Retreat. Nine new hotels are set to open in Penang by 2020, including international brands like Marriott Residences, Courtyard by Marriott, and a beachside Angsana by Banyan Tree — and all include plans for onsite meeting facilities. So Gunasekeran is right, this is just the beginning for Penang (and the bureau). Corporate and association meeting planners should keep this quiet achiever in their sights.
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D e s t i na t i o n Fe a t ur e M alay sia
Curtis Crest Treetop Walk, The Habitat
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Uncover the island's hidden gems and delve into Peranakan culture
Where Thailand Cambodia
Vietnam
Malaysia Singapore
Indonesia
Penang
Kuala Lumpur
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Experiences
Established by the Sarkies brothers in 1885, the Eastern & Oriental Hotel is the epitome of 19th century grandeur. The hotel’s original Heritage Wing will undergo major refurbishment works and will be closed from March to December 2019. The glamourous Victory Annexe (opened in 2013) will remain open, along with the Macalister Ballroom. Located on Batu Feringgi Beach and covering 12 ha of lush gardens, the five-star Shangri-La Rasa Sayang resort is ideal for executive retreats, beachside BBQ events, conferences and Survivorstyle team-building. The Pelangi Ballroom is linked to 14 meeting rooms, and can accommodate 300 for a banquet. The newly opened Double Tree by Hilton, on the island’s northern edge, features 316 rooms and suites, all with sea views, and a ballroom catering for 380 banquet guests or 550 theatre-style. Allday dining, pre-function areas and ballroom feature natural light and garden views.
No visit to Penang is complete without a visit to the UNESCO World Heritage-listed George Town. A number of DMCs organise group walking, trishaw or bicycle tours that take in local eateries, street art and hot spots like Little India, Street of Harmony and Pinang Peranakan Mansion. A treasure trove of heritage furniture and priceless antiques, the mansion and adjoining courtyard can be used for private cocktail and dining events for up to 120 people. Delve into Penang’s unique Peranakan culture (a blend of Chinese and Malay culture, also known as Baba Nyonya) with batik painting workshops or a private dance lesson with traditional dance troupe, The Nyonya Belles, which can be organised via local company Penang Nyonya Culture. End the day with an authentic Nyonya feast at Auntie Gaik Lean’s Old School Eatery. Gaik Lean, a third-generation Nyonya, can still be seen in the kitchen
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D e s t i na t i o n Fe a t ur e M alay sia
preparing signature dishes like curry tumis (fish curry with okra) and assam hae (tamarind prawns). The relaxed restaurant can seat up to 90 for private banquets. Nestled amid a 130-year old rainforest on Penang Hill, The Habitat provides mesmerising views from its canopy walks and newly opened zipline. At 800 m above sea level, Curtis Crest Tree Top Walk is the highest public viewing point of Penang (with views across the Straits of Malacca) and can host concerts, team-building and cocktail events for up to 200 people. Dinner events for 150 can be held in the nearby Andaman Tents (covered space), or canapes and cocktails on the Langur Way ribbon bridge. Eighty per cent of the park’s 1.6-km nature trail is wheelchair accessible, with guided nature tours and CSR activities available.
Unique venues The world’s first hybrid, solar-powered convention centre, Setia SPICE Convention Centre features a 4,500sqm ballroom that seats 8,000 (theatre) or 4,000 (banquet), spacious grand foyer and 13 function rooms. But the highlight
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is the 2.4-ha landscaped roof garden, which can host up to 8,000 for cocktails. A 453-room Amari hotel is set to open next to the centre in 2020. Set to open in 2022, the long-awaited Penang Waterfront Convention Centre will be able to host large-scale trade exhibitions and banquets for up to 4,000 guests in its 7,000-sqm exhibition hall. There’s also a grand ballroom with space for up to 800 guests, more than 10 meeting rooms of various sizes, and a rooftop bar for social events. Part of the 32-ha Light City development perched along the island’s east coast, the centre will be linked to two hotels and a sprawling dining and retail precinct. Another new cultural precinct, the Penang Arts District, is touted as the world's largest container city and, once complete in 2021, will feature highly curated retail and arts spaces, Penang's first dedicated urban sculpture park and an outdoor venue for festivals and events for up to 1,000 people. This creative hub will also include a 200-seat amphitheatre and 126-room container hotel.
Buyer's Opinion Penang has the all basic infrastructure. The real ‘pull’ is the economically decent budget to operate a congress or corporate incentive programme here, and the local experiences, which are supremely Instagram-able. Being a second- or third-tier city does not mean it’s not competitive on a global scale. It usually means the city doesn’t have a major international gateway, but is usually accessible within an hour or two. There are some congresses that insist on ‘second-tier cities’ and in fact, my most memorable events are those hosted in smaller cities, which are often full of local flavour — and I am not the only PCO looking out for these destinations. FU KEI CHEONG
Co-founder Anderes Fourdy
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Destinat i on Feat ure Au st r a l i a
Brisbane beckons With 2018 seeing the opening of the city’s first luxury hotel in 20 years and the completion of a new, multimillion-dollar precinct, Brisbane is ready to leap out of the shadows and fulfil its potential as a leading destination for events. By Jack Carter
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D e s t i na t i o n Fe a t ur e Aust r alia
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he end of 2018 saw the completion of the city’s most exciting revitalisation projects in recent years. The opening of Howard Smith Wharves has introduced a new lifestyle, entertainment and events precinct beside the city’s famous Story Bridge. Two major event spaces, including the 1,200-capacity Howard’s Hall and The Rivershed, and three dining venues have opened already, with a luxury Art Series Hotel scheduled to open later this year. Brisbane’s next major project is the AU$3.6billion Queen Wharf Precinct, which is scheduled to open in 2022. The riverfront development will feature new five- and six-star hotels, more than 50 bars and restaurants, a sky deck resembling Singapore’s iconic Marina Bay Sands, a casino, and a slew of meeting spaces. Meanwhile, a new runway is currently under development at Brisbane Airport, which will increase its capacity to greater than Hong Kong and Singapore airports.
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Destinat i on Feat ure Au st r a l i a
Cool new hotels, cultural tours and animal encounters
Where Brisbane
Australia
QLD
NSW
QLD
Brisbane Gold Coast
NSW Sydney
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Hotels
Experiences
After some delay, the long-awaited W Brisbane was finally unveiled in July last year, becoming the first five-star hotel to open in the city in 20 years. The hotel sits at the edge of the Brisbane River, opposite the Queensland Cultural Centre and South Bank precinct. It has 312 rooms and suites, three dining venues, an open-air pool bar, and 1,100 sqm of meeting and event space. Also new to the scene is The Calile Hotel (above), an urban, resortstyle property located in the centre of Brisbane’s vibrant entertainment district, Fortitude Valley. The stylish boutique property includes 175 rooms and suites; a fine-dining restaurant, with a poolside terrace eatery specialising in Greek cuisine; and a host of independent fashion retail outlets onsite. For meetings and events, the grand ballroom can host up to 500 people for cocktail receptions, while a boardroom seats up to 24 for smaller meetings. For a stay within walking distance of the Brisbane Convention and Exhibition Centre, the newly-opened Novotel Brisbane South Bank offers 238 rooms and additional meeting space.
Moreton Island is one of Australia's largest sand islands. This dreamy tropical getaway is just a 75-minute ferry ride from Brisbane. Moreton Island Adventures offers a variety of corporate packages for groups, such as luxury overnight camping, shipwreck snorkelling trips, 4x4 jeep safaris, and night-time kayaking. Essential to any Brisbane experience is a trip to the famous Lone Pine Koala Sanctuary. The world’s first and largest sanctuary of its kind is home to 130 koalas, as well as kangaroos, Tasmanian devils and other indigenous Australian wildlife. The park attracts visitors from all over as it is one of the few places in the world where people may cuddle a koala — an Instagram moment. Organisers can book ahead for private groups, with professional photographers on-hand to capture the moment. Nyanda Cultural Tours offers groups a rare chance to experience Brisbane’s rich aboriginal heritage with a visit to the sacred Nudgee Waterholes. Led by an Aboriginal guide, the tour gives groups an insight into the pastimes of the tribes that once lived in the area, with a range of activities including tasting sessions of seasonal bush food and a weaving and ochre-making masterclass.
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D e s t i na t i o n Fe a t ur e Aust r alia
Unique Venues Brisbane Powerhouse, a former power station from the 1920s, is now the city’s go-to venue for contemporary culture. The owners have maintained the building’s imposing and industrial facade, but inside, there are two theatres, gallery spaces, two restaurants and bars, and a host of individually — designed breakout spaces; all of which can be used for corporate functions for a maximum of 525 attendees. Fortitude Valley offers an array of inventive spaces for organisers who are looking to inject a little creativity into their events. Each of the seven designated function spaces
has a different theme. Cloudland, for example, can host board meetings, conferences and gala dinners for groups of up to 2,200 people. The Madame Hedges room is the most extravagant, featuring more than 5,000 live plants climbing the 7.6-m interior walls of the venue. It can host formal receptions for up to 500 delegates. High Church offers a quaint, chapel-style setting for corporate events of up to 250 guests, from seated dinners to standing cocktail receptions. The renovated church also includes a rooftop terrace for more intimate gatherings of up to 30 people.
Buyer's Opinion There’s a lot to discover in Brisbane. It’s welcoming, safe and offers a ton of convenience as a destination. Our Congress gathers attendees from more than 20 countries each year. Brisbane offered a great connection point for our global community to meet. Our 2018 Congress took place at the Brisbane Convention & Exhibition Centre from 27-30 November. Brisbane’s clean, green approach was appreciated by our guests — as was the balmy weather.
ADAM KIRKHAM Associate director, sponsorship marketing World Congress of Science and Factual Producers
Contemporary... Brisbane Powerhouse provides a range of quirky event spaces.
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Vol 4 2019
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On the road
On the road‌
From Penang to Pittsburgh, here are our event highlights from the last few months.
Photos credit: Jacob Slaton
PCMA 2019 Convening Leaders, 6-9 January 2019
BE@Penang Conference, 6-7 December 2018
SITE Global Conference 2019, 11-14 January 2019
Follow our social media pages for more of what we saw on the road
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Vol 4 2019
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