Meetings & Events

DECEMBER 2018 | FUTUREOFBUSINESSANDTECH.COM

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An Independent Supplement by Mediaplanet to USA Today

Meetings & Events Carina Bauer, CEO of IMEX gives insight on how you can make a long-lasting, meaningful impact with your events

DISCOVER

New Orleans, the uniquely vibrant city that welcomes everyone — including you and your conference

EXPLORE

the latest innovations in events and catering at the 2019 NACE Experience Conference July 14-17th

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MEDIAPLANET

Meetings are changing as business cultures shift to become more welcoming of diversity.

Page 10

in this issue

Louisville, KY invests in an international convention center to stimulate economic growth.

Page 14

Even in the tech industry, face-to-face meetings are still an indispensable tool for growth.

Online

Why Cleveland, Ohio Is the Events Planner’s Best-Kept Secret

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s business goes global, the world gets smaller — but the events get bigger. Setting up those events is not a job for the faint of heart.

No one knows that better than Alison Milgram, director of events for the Professional Convention Management Association (PCMA), which boasts about 7,000 members worldwide. “When you are planning meetings for meetings professionals, every detail matters,” she says with a laugh. “As a professional management association, there are lots of things that we’re looking for in a city. Location, ease of access, what kind of space it offers and what it offers for people to do when we give them a little bit of downtime.”

Milgram recently helped organize PCMA’s annual Education Conference and found everything she needed — and more — in what many consider to be the “secret weapon” of events planning: Cleveland.

Hidden gem “Cleveland is that hidden gem of a city that not everybody knows about,” Milgram says. “It is a great town with incredible people and incredible hospitality.”

Beth Berkheimer, exposition and future sites director of the rubber division at American Chemical Society (ACS), is similarly high on Cleveland for large events, in part because she feels the support she gets from the city makes her job easier. “Planners, during onsite, typically get about four hours of sleep. In Cleveland I get a little bit more,” she says, noting that the ACS has held The International Elastomer Conference in Cleveland five out of the last nine years, and plans to return in 2019.

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For the folks setting up large meetings and conferences, Cleveland is their untapped hidden gem.

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Never a dull moment “The attendees want to get out, have fun, network, they want to bump into as many customers as they can,” says Berkheimer, noting all that Cleveland offers, from microbreweries, the Warehouse District, The Flats (where a 1,200-foot boardwalk along the Cuyahoga River is lined with bars and restaurants), to East 4th

Street in the heart of downtown.

“It’s all kinds of different chefowned restaurants,” she says.

“I hear stories all the time — we went to one of the restaurants and we ran into Michael Symon!’”

The full package Cleveland is about more than a good time, though. “Cleveland has a great convention center with an incredible layout,” says Milgram. “One of the things that we loved so much was that we were all in one area, which provided just a lot of energy and a lot of excitement. There are lots of great hotels around that convention center, too.”

Berkheimer has similar sentiments. “We use nine different hotels. A lot of cities don’t have all the national major hotel chains, so that is something that I think is really important.” The city also sports a convenient public transit system connecting everything, including a free trolley system, buses and a light rail network that provides direct access from

the airport to downtown. Combined with an extremely walkable downtown, getting around the city is a snap.

A true partner Both Milgram and Berkheimer praise the cooperation and resources Cleveland offers planners. “The experience was very positive,” Milgram attests.

“We’re very small staff,” says Berkheimer. “Destination Cleveland, the city’s convention and visitors bureau, started off as a resource but it became a relationship, and then it became a true partnership. If I could take them with me everywhere I went my life would be much easier.”

A culinary mecca, the home of rock and roll, a rich cultural heritage — all in a city uniquely equipped to handle large-scale meetings and conferences. One thing’s for sure: This hidden gem for events planners won’t stay hidden for much longer. n Jeff Somers

Publisher Richard Sparano Business Developer Stephanie King Managing Director Luciana Olson Director of Sales Shannon Ruggiero Director of Business Development Jourdan Snyder Director of Product Faye Godfrey Production Manager Josh Rosman Production & Social Media Coordinator Bria Mastroianni Lead Editor Mina Fanous Copy Editor Juliana Burkhart Designers Chris Espino, Tiffany Pryor, Marie Coons Cover Photo IMEX Group All photos are credited to Getty Images unless otherwise credited. This section was created by Mediaplanet and did not involve USA Today.

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PLEASE RECYCLE AFTER READING

Fun meets here.

In Cleveland, we’re known for not taking ourselves too seriously. Turns out, we’re known for a few other things, too. With attractions and dining within a 1-mile radius of our downtown convention campus, we’re more than ready to host your meeting. But don’t just take our word for it – come and see for yourself. We’ll be here to show you a good time.

LEARN MORE AT

Visit.ThisisCleveland.com/meetings

“ONE OF AMERICA’S FRIENDLIEST CITIES” - TRAVEL

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LEISURE READERS

“2018 BEST OF THE WORLD” - NATIONAL GEOGRAPHIC TRAVELER

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5 Ways to Measure the Value of Incentive Travel Corporate travel incentives are a proven way to increase employee retention and satisfaction.

The corporate events industry found lots to love in a report released earlier this year by the Events Industry Council and Oxford Economics. Just consider these results: 1. A leading industry In 2016, meetings and events generated $325 billion in overall revenue for the U.S. economy, coming in ahead of automotive, oil and gas, music and movies. In terms of impact on direct employment, it’s even more impressive — the industry ranked second only to health care.

2. Small sector, big impact “Incentive meetings” make up only 7 percent of overall meeting activity, yet the study estimated their economic impact at $22 billion, with an average per-person spend that was 12 percent higher than the average for all other types of meeting. Incentive meetings also showed the greatest growth increase of all meeting types, and a significant increase in the number of participants.

3. Social changes Incentive travel experiences clearly generate economic impact, but that’s only the tip of the iceberg.

Over the past 10 years there’s been a radical change in terms of societal perceptions, qualifier expectations and company policies, with incentive travel now pivoting around the pursuit of authenticity and social responsibility.

4. Company culture Contributing to the rapid growth of incentive travel is a war for talent in many industries, requiring companies to step up their employee engagement efforts.

Incentive travel is increasingly being used by companies to drive corporate culture and facilitate communication between company executives and employees. It is a proven way to help companies hold on to top talent and decrease turnover.

5. Experiencing the world The true potential of incentive travel extends to the heart of society, as it provides extraordinary experiences for individuals and families through the transformative power of travel. It facilitates human encounters, helps overcome barriers, builds understanding, cultivates connections and promotes peace.

Incentive travel works — that’s clear from all of the research. We must broaden our understanding of its value in order to harness the power of incentive travel to affect positive change.

Didier Scaillet, CIS, CITP, CEO, Society for Incentive Travel Excellence

Unifying Event Planners as a Crucial Part of a Respected Industry If you need to plan an important live event, don’t go with the lowest bidder. Only an experienced special events professional has the training and knowledge needed to ensure your success.

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ive event professionals are experts. They know how to work with any budget, they save time by working efficiently and effectively, and they understand how to set the stage for the perfect experience. They design and deliver meaningful live experiences by harnessing the power of face-to-face interaction to evoke feeling, and ultimately influence human behavior.

Unfortunately, the live event industry has struggled to make their professionalism widely understood as essential. A big reason for this is the commoditization of the industry, which leads to a perceived decrease in value by the consumer. If something is a commodity, it doesn’t matter which product or service the consumer chooses, so they simply pick the cheapest option. Choosing the cheapest option when it comes to planning a live event, however,

usually equates to selecting untrained non-professionals.

The reason these non-professionals can win business and continue to threaten the value of professionals is because the barriers to enter the industry are so low. There are few regulations or professional requirements widely understood by end users. There is some education, but it can be inconsistent or not readily available.

Establishing a common language The first step in combatting this misperception in industry value is being able to effectively communicate that value. Live event professionals know their value, but it’s difficult to communicate it when there isn’t a common language to do so. If live events professionals want to be seen as valuable, they need a unified glossary of terms they can agree on.

Obtaining meaningful endorsements Another reason the industry hasn’t received the respect it deserves is that there aren’t many endorsements from authority. If the industry were more united, they could collaborate to educate governments, hiring managers and marketing departments on their value. They could create consistent education and construct regulations and penalties to prevent infringement from amateurs.

The internet and the subsequent ease of access to clients has made the playing field much broader and more difficult for passionate professionals, but the potential remains to unite for a greater cause. Live event industry professionals must stand together to build legitimacy and demand respect. n Sara Grauf, CSEP, International President, International Live Events Association

MEDIAPLANET | 5

The New Style of Corporate Events Tells a Story “

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orporate events are designed to inspire employees and spark their enthusiasm — but some of these events tend to be monotonous despite the best efforts of those planning them. The challenge of capturing not just the presence of employees but

also their enthusiasm can be met, it just takes a little bit of enthusiasm.

“Meetings and events have to compete for attendees’ time, whether that’s getting those attendees away from the office or holding their attention during sessions,” says Maryann Smith, vice president of sales, services and events at Disney Meetings & Events.

The power of storytelling Smith sees imagination and creativity as key. “Storytelling and imagination are everything. At Disney, we’re experts at creating compelling stories and trans-

Engaging and inspiring modern employees starts with creativity and a bit of imagination.

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forming the ordinary into the extraordinary, so we encourage meeting professionals to tap into

our creative resources and use our imagination to tell their own stories and bring their meetings and events to life.”

Smith also notes that like real estate, successful events are all about location, location, location. “The right destination can drive attendance for association events, motivate performance for incentive trips and energize corporate attendees.” Smith thinks Disney is always the right destination. “Simply put, there’s no destination or hotel company that can grab attendees’ attention and deliver important business messages in such a fun and engaging way.”

The Disney difference “We like to say that meetings aren’t planned; they’re designed,” Smith goes on. “Finding the right partner to help design a creative event is key. When partnering with Disney, meeting professionals get access to bestin-class designers, industryleading technology, creative culinary experts and unforgettable entertainment.”

For your next company event, consider adding a dash of the magic kingdom to your plans — your newly engaged employees will thank you. n

Jeff Somers

MEETINGS AREN’T PLANNED. THEY’RE

When you partner with Disney for your meeting or event, you get access to best-in-class planners, industry-leading technology, world-class culinary experts and unforgettable entertainment.

But, most importantly, you’ll get Disney’s legendary creativity, storytelling and attention to detail. When you use our imagination, you will transform your meeting into something incredible only found at Disney.

disneymeetingsandevents.com

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MEDIAPLANET

Host Your Destination Event Like a Local If you’re planning an event in an unfamiliar destination, a destination managament company can help you navigate the local terrain and bring cultural highlights to your conference or show.

Planning and coordinating any type of special event, conference or incentive program can be stressful, time-consuming and incredibly demanding. The pressure is amplified if your event is taking place in a destination that you’re not familiar with, with vendors you’ve never used and venues you’ve never seen.

A destination management company (DMC) is a professional services business located in your destination that specializes in local expertise and resources. The DMC is a strategic partner to provide creative local solutions to event management, activities, transportation, entertainment and program logistics.

What to look for DMC professionals provide a wide-range of services.

They are solution-focused, creative, respectful of the budget and attentive to your program’s objectives and values. Their core competencies and services should include: • Assistance with site inspection and venue selection • Transportation design with shuttles for group transportation and unique modes of transportation, with an understanding of city requirements and permitting • Creative design and decor • Meaningful teambuilding and corporate social responsibility programs • Conference children’s programs • Guest tours, excursions, activity programs and VIP experiences • Entertainment headliners and local talent • Dine-arounds with local menu options • Audio-visual, production and technology integration • Program management with detailed schedule of services, preconference meetings, accessibility, staffing and vendor management • Meeting services such as refreshments and specialized room set-ups • Advance and on-site registration for housing services • Emergency preparedness and risk management focus • Knowledge of local laws and a relationship with law enforcement DMC professionals take away unwarranted stress, provide flexibility in navigating the local destination and give planners peace of mind in knowing the meeting will be a success.

Brian Ferrell, Former President, Association of Destination Management Executives International

How Business Events Are Driving Global Economic and Social Growth Beyond boosting tourism, business conferences and meetings leave their impact on the communities that host them in the form of long-lasting, positive growth.

The estimated impact of business events on the global economy in 2017 is worth about $1 trillion, according to a study by Oxford Economics and the Events Industry Council. Viewed through another lens, if the business events industry was a country, it would have the 18th largest GDP in the world.

While the $1 trillion figure includes direct spending to plan and produce business events, the economic ripple effect is great and it highlights the value meetings and conferences represent to the global economy.

Business events in North America, Asia and Europe collectively generated more than 90 percent of direct spending. Meetings involved more

than 1.4 billion participants in more than 180 countries.

What to look for The broader influence on economic and social progress is immeasurable.

Business events are more than just a means for face-to-face collaboration and education. Increasingly, we see them as a transformative tool to foster community. A separate study from Business Events Sydney determined a direct connection between business events and positive outcomes that extend far beyond tourism and direct spending. Research showed business events leave legacies in many areas, including social change, economic growth and the development of knowledge and skills.

Consider Youngstown, Ohio: a once-thriving manufacturing city that suffered the collapse of the steel industry in the 1970s. In 2012, a national accelerator for 3-D printing and rapid prototyping was

established there. That organization now hosts regular business events in Youngstown, drawing thought leaders and innovators who in turn help generate regional prosperity.

Simply put, business events can be a means to introduce innovation, inspire creative solutions, address social issues and make an economic impact within a community. The circulation of information and the social interactions taking place at business conventions result in both material and intangible economic legacies.

PCMA, the world’s largest community of events strategists, intends to lead the broadening platform of bringing people together for economic and social progress. We are collaborating with corporate and civic leaders and searching for ways to improve the lives of ordinary citizens around the world through business events. ■ Sherrif Karamat, CAE, President and CEO, PCMA

Conventions, ye Conventional, h s. ardly.

We’ll surpris

e you. Wow you.

And make you wonder why we don’t meet m ore often.

Proud host of Pittsburgh’s beautiful skyline and the Platinum LEED®-certified David L. Lawrence Convention Center.

Book your meeting in one of National Geographic’s Best Cities in the United States.

Contact Karl Pietrzak, Vice President, Convention Sales karl.pietrzak@visitpittsburgh.com | 412.325.0277

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Carina Bauer’s Advice on Leaving a Legacy of Positive Change As another year comes to a close, it’s time to regroup, recharge and think about what we want to accomplish next.

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MEX CEO Carina Bauer has been mulling over some of the main talking points of IMEX’s 2018 theme “Legacy.” Recently we were able to catch up with her to discuss the ways we can all make a long-lasting impact with inspiring and enjoyable events in the meetings industry.

Building a legacy sounds like a grand undertaking. Where should people start?

It sounds daunting at first, but one of the main things we learned this year from spurring industry conversations on this topic is that legacies come in all shapes and sizes.

It could mean cutting out straws and single-use plastics at your event, or creating women-in-leadership programs. It could take the shape of donations or drives for

your home or host city, wellness initiatives for attendees or creative new events for people with similar interests. The crucial idea is that you must have a true desire and commitment to creating positive change. Focus on doing something authentic to your mission and values as an organization. From there you can decide on the elements, scale, budgets and partners you needed to make it happen.

You just wrote a whitepaper highlighting legacy and meetings. How is that being received?

We were thrilled to announce a new industry whitepaper at IMEX America 2018 which is free and available to all: “The Power of Events – 29 Inspiring Examples to Increase the Impact of Your Events and Create a Long-lasting

Giving back to the community is a memorable way to create a lasting positive impact with your event. PHOTO: IMEX GROUP

Legacy.” It provides inspiration and hands-on advice drawing from real-world legacy meeting examples. It also helps expand thinking around what constitutes “legacy building.” For example, you can leave a legacy for the meeting industry itself by championing new formats, meeting designs or ways of using technology. The response to the legacy message across 2018, and now this whitepaper, has been phenomenal. It had a strong start with our She Means Business education program and the Skift report on the rise of mid-sized cities at IMEX Frankfurt in May. It continued full-speed at IMEX

America where Julius Solaris’ keynote moved many in the audience to tears. That emotional connection to legacy is translating into an invigorating call to action with over 2,500 people having downloaded the whitepaper so far. I think this means our industry is increasingly dedicated to the goals of legacy and bringing them to life.

What makes the meetings industry a natural place for the idea of legacy to flourish?

The meetings and events industry is brilliant at rallying its creativity

LAS VEGAS SEPTEMBER 10-12, 2019

and energy around a single effort or a unifying story. As an industry, we don’t give ourselves enough credit for our collective power and combined ability to have a positive impact in today’s world. As a global industry driving $1 billion in direct spending, we can also help drive real change. We have the privilege and the opportunity to touch and change people’s lives through our work. It’s often hard to see that while we’re in the midst of it all because it’s “just what we do,” but we can be the tip of the spear in creating lasting legacies.

I can’t wait to see what initiatives surrounding this idea develop into the new year and beyond. n

JOIN US

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How AV Drives Your Message Home

Make an impact with stunning audiovisual presentations that drive your message home and make event attendees decide to come back next year.

Picture two events. One takes place in a half-darkened room with a sleepy audience bored by a presenter they can’t hear, and fuzzy slides they can’t make out from a dim projector. The other has music pumping before it even starts, drawing in an excited audience that immediately engages with dynamic lighting and eye-catching 3-D stage elements. The presenter speaks alongside video content

that plays on bright LED displays.

The difference between these events is two letters: AV. Emotional connections Audiovisual (AV) is an essential event component that can make all the difference in driving your message home to attendees by creating an emotional connection with them. Good AV is the difference between attending an event and experiencing it.

“AV establishes an emotional connection through sight and sound,” says Steve Wildemann, president of Rental and Staging Network (RSN), and president and owner of Advanced Staging Produc-

tions.“This connection completely changes people’s attitudes toward a meeting or event. Making them feel like they are part of an incredible live experience is something that cannot be duplicated with a webcast or video feed. Creating this emotional link also drives retention of information. Attendees want to tell stories about it. The emotional connection is the forgotten piece of most events these days.”

Sensory experience AV should provide an immersive feeling where the audience feels like they are enveloped by your message and they become part of it. As Mark Miller, president

and CEO of RSN-member Markey’s Rental & Staging puts it, “It’s like being on a conference call and you are the only one on the phone; you can feel that isolation and lack of connection.

Even with today’s broadcasting and streaming technology, it’s not the same. At a live event, you build off one another for a deeper, more enriching understanding through a shared experience.”

Properly executed AV at a live event stimulates all the senses and captivates audiences. “AV ties all of the elements together for a cohesive event,” says Miller.

That cohesiveness isn’t necessarily something the audience

can articulate, but it is something they notice, at least on an unconscious level. You can measure it in your audience’s rapt faces, the comments you hear when they exit and talk amongst themselves about what a great event they were in, and most importantly, in the number of people who come back for your next event.

Well-orchestrated AV is the glue that holds your event together and keeps your audience’s attention on your message. AV facilitates the immersive experience that excites audiences and drives your message home. ■ Steve Wildemann, President, Rental and Staging Network

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SPOTLIGHT

New Orleans Adds a “Little Something Extra” to Your Event We chatted with Robert Reso, vice president of convention sales at New Orleans & Company, a nationally-accredited destinationmarketing organization, to learn why New Orleans is a great place to “let the good times roll” with your conference or meeting.

Why New Orleans?

Imagine meeting in a city where parades flow through the street any day of the week, music is a way of life and the local cuisine is a beautiful collision of flavors, influenced by cultures from around the globe and created by awardwinning chefs in over 1,500 restaurants.

New Orleans is one of America’s most unique, authentic and iconic destinations. Over the past 300 years, the city has been influenced by European, Caribbean, African and many other cultures creating the unique melting pot — or gumbo — you see today. It is a city that inspires new ideas, new partnerships and out-of-the-box thinking. The birthplace of jazz, New Orleans is a hub of celebration and fosters a rich entrepreneurial ecosystem.

With 22,000 hotel rooms in the downtown area, our compact footprint means it’s easy to walk from your hotel to restaurants, venues and attractions or hop on the historic streetcar to explore the city’s historic neighborhoods.

Our unique venues and iconic cityscape make the ideal backdrop for events and celebrations of any size.

Who should come to New Orleans?

Everyone! New Orleans is, and will always be, a city that welcomes all. Whether you come for a family vacation, a girl’s trip, a romantic getaway, a business retreat or any other adventure that brings you to New Orleans, the city will welcome you with open arms and a warm bowl of gumbo. When you meet in New Orleans, You’re In Good Company!

Where can I host an event in New Orleans?

There are infinite possibilities in New Orleans. Surround your guests with spectacular costumes and history at the Mardi Gras Museum of Costumes and Culture, where they can feel like kings and queens in the interactive costume closet. The National World War II Museum provides a historic backdrop, or take a ride on the Mississippi River aboard the Steamboat Natchez to get a different perspective of the city. With one of the largest convention centers in the country featuring 1.1 million square feet of contiguous exhibit space, no event is too large or too small. From intimate gatherings in historic mansions to a buyout of the Mercedes-Benz Superdome, you are sure to find a unique venue to fit your needs.

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Embracing the Social Changes That Are Impacting the Way We Do Business The way we interact with others in a work environment is changing as business cultures are shifting to become less formal and more friendly toward diversity.

There was a time when the lines between the “business world” and the “personal world” were clearly defined and separated. There may have been some crossover in the sense that socializing is a part of doing business (this applies to an even greater degree in the meetings industry). But for the most part, the social issues and lifestyle trends that were happening outside of the face-to-face marketplace stayed out of sight at our business events and trade shows.

Now, that time has passed and we are entering a new age of change in the way we conduct business — one in which the doors between these worlds are opening.

How much this reality affects other industries varies, but it certainly plays a significant role in how today’s exhibitions and events are organized — or at least, it should.

It’s not always easy to adapt to change, especially if you’ve become comfortable with one standard of operating. But embracing the changes in our industry leads to more business growth, personal connection and, ultimately, increased success for your event.

Diversity inspires change The biggest change we have seen is

in the diversity among our attendees. Today’s attendees represent monumentally vast ranges in age, ethnicity and social background.

The challenge for the event organizer is to create an experience that resonates across the entire spectrum. For Expo! Expo!, IAEE’s annual meeting and exhibition, this translates into creating an inclusive environment that meets the diverse needs of the professionals who attend our shows.

One of IAEE’s strategies is to lead with our head and our hearts.

Research tells us that today’s attendees want to feel a connection with their business associates, so we’ve developed a more mindful approach to how we structure our educational offerings. We have paid attention to the feedback from our focus groups, such as women’s initiatives, young professionals, the LGBTQ community and industry veterans.

The result is an exciting array of education and networking opportunities that blow away the older business model — which had become, quite frankly, stale for many attendees. Each year, we explore new concepts for Expo!

Expo!’s over 100 learning sessions that include innovative ideas such as mega-rooms, campfire-style chats, learning “pit stops,” new product theatres and “vibe” lounges to make a three-day work education extravaganza much more palatable to every attendee.

However, some things do stand the test of time, so we haven’t done

away with all traditional concepts.

We still have the learning tracks that delve into important topics such as the science and technology of a show, global insights, attendee marketing, show design and strategy, exhibitor sales and sponsorship, and leadership and management. The idea is to fuse concepts that satisfy the practical needs of attendees with impactful presentations that make them want to attend the event year after year.

Enjoyment inspires connection Your attendees need to enjoy being at your show. This is another significant change at hand: people want to have fun. True, they are attending your show as a business trip and not a vacation. They’re getting paid to work, not to play.

However, the new perception is that work can — and should — involve enjoyment, and research shows that attendees have come to expect both from events.

It may feel like a lot to consider and work around, but the success of face-to-face commerce is based on the personal connections made between buyers and sellers. Nowadays, the “outside world” plays a vital role in how people view themselves. Your business associates and clients no longer need to check their diversity at the door. It is an integral part of who they are, and a part you need to connect with if you want to do business with them. n David DuBois, President & CEO, IAEE

NEWORLEANS.COM/MEETINGS

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Planning Events With Accessibility in Mind Planners have a lot to be mindful of when it comes to making sure their event is accessible for all attendees. A customizable resource list from ESPA makes it easier.

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xperts estimate roughly 40 million Americans have some form of disability. Given this high percentage, it’s a safe assumption that every event will have some participants with disabilities.

While difficulties with walking impact more than 20 million people, according to the Pew Research Center, a disability isn’t necessarily obvious. Around 13 million people have invisible disabilities

such as cognitive and sensory issues. Others are living with food allergies or chemical sensitivities.

Attendees with these conditions should feel welcome and included at an event.

Meeting planners have a lot to think about when it comes to their event’s accessibility. It’s up to planners to be aware of their attendees’ accessibility needs and work with venues and destinations to address those needs.

Your guide to accessibility To assist planners with answers to key questions, the Event Service Professionals Association (ESPA) collaborated with service professionals and meeting planners to create “Project Access: Accessible Meetings FAQs.” This document is a useful Q&A template for hotels, convention centers and other venues to customize with their own accessibility information and provide to

planners and the meetings industry as a vital resource. “Accessibility is key to every attendee fully experiencing the benefits of an event,” said Denise Suttle, CMP, assistant director of convention services at Visit Albuquerque and ESPA’s past president who chaired the Project Access initiative. “This tool helps venues and destinations evaluate their own accessibility and makes event planners’ search for resources easier.”

CAP OFF A GOOD MEETING WITH A GREAT NIGHT Of course we have the Gateway Arch, but that’s not the only place to get an aerial view. St. Louis provides plenty of venues for out-of-the-box thinking, like 360’s rooftop bar, where you can enjoy a cocktail and a bite to eat while checking out the city from above.

Turn your good meeting into a great adventure at explorest louis.com/meet.

The comprehensive FAQs are ordered sequentially from arrival at a destination airport to ground transportation, lodging, meeting venues and offsite venues.

Meeting-industry professionals may obtain a copy of the Accessible Meetings FAQs by visiting espaonline.org and clicking on the programs tab. n Amy Cabe, President, Event Service Professionals Association

MEDIAPLANET | 13

Perspectives on Industry Trends in Meetings, Events and Travel A panel of experts discusses key points of hosting a successful meeting and the challenges faced by event planners in today’s rapidly changing world.

Josh Lesnick President and CEO, Associated Luxury Hotels

Catherine Chaulet President, Global DMC Partners

Karl Pietrzak Vice President, Convention Sales, VisitPITTSBURGH

John Solis Senior Vice President of Sales, Visit Houston

In your experience, what is the most important factor in regard to creating a successful meeting, event or conference?

Josh Lesnick: The secret to success is creating memorable experiences at every touch point, from a grand sense of arrival to a farewell that leaves attendees eager to return. Particularly at the luxury level, our ALHI partners keenly understand the importance of building emotional connections that lead to happy clients and repeat business.

Catherine Chaulet: Selecting the right location is critical yet often time-consuming. By utilizing a global network such as Global DMC Partners, planners can speed up the process with in-depth local knowledge on a worldwide scale. We take budget constraints and industry regulations immediately into account to instantly identify best-fit destinations.

Karl Pietrzak: For any event to be successful, the facilities need to meet the needs and goals of the event. From hotels and convention centers, to off-site venues, the actual facilities must be able not only to accommodate the event as envisioned by the host organization, but provide

the right environment to set the tone.

John Solis: The most important

factor is knowing your audience and developing relevant content for a diverse group of attendees.

What major challenges do meeting planners and the C-suite face when trying to engage an audience?

JL: It’s important to start the process early to brainstorm and develop content that will engage attendees. With over 250 luxury hotel partners worldwide, planners turn to ALHI not only for our venue expertise but also for our broader understanding of what trending themes are relevant and of interest to audiences in our ever-changing world.

CC: What used to be a guarantee for engagement, such as a popular destination or an innovative app, is no longer necessarily the case. Planners must think and work differently. Access to new ideas and sharing best practices for creating buzz and stimulating engagement is more important than ever before.

information. Recognizing the challenges and opportunities of engaging modern audiences, being willing to do things a different way, and even having the resources required to incorporate technology into events are all requirements for successfully engaging audiences.

tool to keep employees engaged and motivated. This is particularly important with the millennial workforce where turnover is high. Incentive trips, travel and education are highly desired by today’s workers, just as much if not more than work-life balance and benefits.

JS: Meeting-planners must understand how to deliver their content through appropriate channels such as face-to-face meetings, webinars or various social media platforms.

KP: Sustainability has been a transformative trend in the meetings industry over the last 10-15 years. Societal and demographic forces are impacting the meetings, events and travel industry. The impact of the millennial generation has led to the creation of new events and hotel brands. Diversity and inclusion are leading to changes in content, speakers and even goal-organization at events.

What industry trends are helping shape the future of the meetings, events and travel industry?

JL: Overall lifestyle trends are

really starting to shape the future of meetings and events.

This has been the case in leisure travel for some time, but it is now becoming a much more prominent part of meetings.

People want more flexibility in event programming, and they want to see a level of responsibility and thoughtfulness in the experience.

CC: Corporations are investing in

events and treating meetings as a

JS: Meeting planners are beginning to engage more heavily with their respective destination-marketing organizations for assistance with incorporating all regional and local resources into the fabric of their event. Examples are utilizing intellectual capital, city infrastructure and other local opportunities such as community service events to create a lasting footprint of their organization. n

KP: Today attendees engage dif-

ferently than audiences have historically. Technology has changed the way people consume

To read the full Q&A visit us online: FUTUREOFBUSINESSANDTECH.COM

14 | FUTUREOFBUSINESSANDTECH.COM

MEDIAPLANET

ADVERTORIAL

The Value of Face-to-Face Meetings Anyone who knows me well has probably heard me say, “If it’s not important, send an email. If it’s important but not mission critical, pick up the phone. If it’s really important, go see someone in person.” I’m a die-hard believer in the value of face-to-face meetings.

According to industry research, meetings play a crucial role in our economy. In 2016, companies spent $325 billion on meetings in the United States, enabling 251 million people to meet face-to-face, and powering $845 billion in sales.

Face-to-face experts The value of meetings is undisputable.

That’s why, at Caesars Entertainment, we are so passionate about serving our clients who choose to conduct their business with us. Having hosted 1.9 million attendees at 17,300 meetings across our nearly 40 U.S. properties in the last year, we are experts in helping businesses achieve their goals through face-to-face interactions.

Headquartered in Las Vegas, Caesars Entertainment is also proud that the city is renowned as one of the world’s top meeting destinations.

In 2017, a record-breaking 6.6 million people attended meetings in Las Vegas, undoubtedly lured by easy access, a wealth of options and year-round sunshine.

Our commitment to meetings also means we continually invest capital to better serve our clients. Caesars Entertainment recently broke ground on CAESARS FORUM, a 550,000-squarefoot, $375 million conference center in the heart of Las Vegas debuting in 2020. Redefining meetings in Las Vegas, CAESARS FORUM will also feature the 100,000-square-foot FORUM Plaza, the city’s first dedicated outdoor event space.

Face-to-face meetings endure The message here is clear. While our world continues to be increasingly technology-driven, we are in the people business. And as such, face-toface meetings have endured as an irreplaceable means of conducting business because their effectiveness spans all generations, every industry and any set of organizational priorities. To put it more simply, meetings mean business.

Michael Massari, Chief Sales Officer, Caesars Entertainment

Investing in Meeting Spaces Pays off for Cities in the United States Communities that invest money and infrastructure into the success of new convention centers reap the rewards of attracting businesses to their area to hold face-to-face meetings that encourage economic growth.

W

hen cities invest in building convention centers and other spaces where businesses can host face-to-face meetings, it pays off. The power of business conferences is evident: $845 billion in business sales, $2.5 million in direct jobs, and 22 percent growth between 2009 and 2016.

That spells confidence for communities such as Las Vegas and Louisville, KY, which are investing nearly $600 million to build new facilities.

“The present is strong and the future is bright,” says Roger Dow, president and CEO of the U.S. Travel Association. “The growth of the meetings industry is [attributed] in part to the fact that there are new-and-improving

facilities. All these new facilities will pay dividends in terms of more jobs, spending and tax revenue.”

More space, more growth Doug Bennett, senior vice president of convention development at Louisville Tourism, says the Kentucky International Convention Center will open this quarter in order to meet increasing demand.

“Businesses see face-to-face engagement with existing and potentially new customers as a great investment,” he says. “Cities like Louisville which have a strong and diverse business landscape are poised to do well in the growth of meetings and conventions.”

“Being face-to-face is how companies increase stock prices and

sell products,” says Michael Massari, chief sales officer at Caesars Entertainment. “The fact that the new builds are happening is a testament to face-to-face meetings.”

Paul Van Deventer, president and CEO of Meeting Professionals International, the largest association for meeting and event professionals, says recent research confirms the “industry plays a critical role in connecting people and bolstering crucial segments of our national economy. The numbers reiterate what anecdotally we always knew to be true — no matter the industry, investing in face-to-face meetings is a smart choice.” ■ Rich Luna, Director of Publishing, Editor-in-Chief, Meeting Professionals International

HOUSTON

MURAL BY GONZO247

VIBRANT. CULTURED. INSPIRED. In Houston, Anthony Bourdain Finds the American Melting Pot “Houston, is, in fact, about as multicultural a city as exists in the country.”

CNN, March 2017

The Best Urban Mural Festival in the Country “Houston’s global reputation is growing, and the international art community is taking notice.”

Forbes Magazine, October 2017

Three Perfect Days in Houston “Yes, there will be Tex-Mex and pearl snap shirts. But there will also be groundbreaking art, creative fusion food, and the control center that put humans on the moon.”

Hemisphere’s Magazine, May 2018

Houston Is the New Capital Of Southern Cool “He gripped the wheel and considered the unspeakable: “Was Houston cooler than Austin? Really?”

GQ, August 2018

To book your next program, call 713-853-8949.

VISITHOUSTON.COM

#INSPIRED

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