december 2011
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e ditorial
Dear Event Professional, Already a year and a half has passed since we started SHARE TODAY. And how much we have learned! We are not just event professionals now; we know a lot more about website and blog building, e-magazine issues, writing, social media and even VAT issues. The knowledge came from all the beautiful faces that we have in our network through sharing of their expertise and wonderful places and inspiring cases. We want to thank the key players in our industry that supported us from the very beginning. Without them we could not have succeeded or even started. This brings us to what is most important for the existence of SHARE TODAY, our vision: building bridges between different continents across our industry by sharing your know-how and benefitting from each other’s expertise in a fast and easy way. We know sharing is not easy as daily work is always calling. But in a world that is constantly changing, and where corporate compliance, rules & regulations, security issues and sustainability questions are common, we need
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to share our voices and learn from others… simply to survive. We would like to say no more ‘ifs’ and ‘buts,’ and invite you to invest a little of your valuable time in sharing your expertise. The reward: answers to your questions in return, and inspiration from another event expert somewhere on the globe. The experience has certainly made us ‘richer,’ not only because we can do our work better, but for sure as human beings. Enough ‘lecturing.’ We are ready for 2012 but not before we share our best faces, places and cases of last year. We look forward to finding the impressions you left behind, appreciating your affection and reading about your feelings on every sort of issue, a benefit for all! Enjoy reading, Kim & Yolanda
SHARE TODAY - more than a magazine SHARE TODAY - beyond marketing alone SHARE TODAY - the ultimate ‘matchmaker’
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Sh a r e today
In a nutshell
Share Today
more than a magazine beyond marketing alone the ultimate ‘matchmaker’ 4 share today 2011
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Sh a r e today
For Whom?
For the event professional with a need for knowledge and inspiration in a fast and easy way, who in turn is willing to share his or her own experiences. 6 share today 2011
By including information about all disciplines of our global industry, more knowledge is constantly created, suitable for agents, planners, suppliers, corporates or affiliated partners.
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Some years ago I ‘met’ Mamma Agata in the pages of Conde Nast Traveller. To me she is the Mamma of all Italian Mammas – living in a 250-year-old property surrounded by an enormous veggie garden in
Mamma Mia! te x t & p hotos kim a l derden
Ravello. Mamma is a master of traditional, honest Italian cooking. At the age of 14 she began working for a wealthy American who was an event pro ‘avant la lettre.’ Great artists such as Humphrey Bogart and Jackie Kennedy frequented parties where Mamma Agata took care of the F&B department. Now let me introduce you to Mamma’s daughter, Chiara. Thanks to her persistence, all the recipes that were settled in Mamma’s brain have been collected in a beautiful cookbook called Mamma Agata’s Cookbook, Simple and Genuine. Today Chiara is the leading lady of the cooking school bearing her mother’s name. Her interpretation of Mamma Agata recipes are oneof-kind delicious. And talk about a teacher with
a great sense of humour! Chiara never hesitates to make fun of herself, but it’s her 100% warm hospitality that makes her the best hostess I’ve ever met. No wonder, she’s been in hotel management and marketing for almost 20 years. At the time we booked, we were specifically told: NO breakfast before the cooking course. Now I know why! Our morning began with a sampling of the best lemon cake ever, then our group of five international couples were introduced to the secrets of Mamma’s favourite dishes. In Mamma’s kitchen, tasting is a must: sushi from aubergine, a glass of the best pomodori pulpo, all manner of tomatoes, fresh-baked bread drenched in home-made olive oil. I could go on and on. ®
I have a confession to make: I ‘eat’ magazines. Every once in a while I come across an article so delicious, I absolutely devour it! 10 share today 2011
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At 11:30 we took a half-hour break for Italian breakfast (!) which included, of course, our first glass of homemade wine. Gennaro, Chiara’s husband, is also sommelier who takes care of their vineyard. (Why do I feel theirs is a match made in heaven?) Soon we were back in the kitchen tasting, chopping, laughing and feeling love for this traditional, honest food. The lunch we created was to-die-for as tantalizing as the view over the bay of Ravello. At 4 o’clock, Chiara and Mamma personally signed cookbooks for each of us. We left with their must-have recipes, kitchen tips, our new Italian cooking know-how…and their hugs, knowing we had made two wonderful new friends.
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Capacity for the workshop is 10-12 persons, which makes Mamma’s course a hidden treasure. Chiara’s Recommendation: While on the Amalfi Coast, don’t miss the chance to visit the Dolceria dell’Antico Portico in Amalfi – our family’s favorite pastry shop – or contact them for a private class with their famous pastry chef!√
What do we do with such beautiful FACES? Share them with you of course! Don’t miss Mamma Agata, 70-something with sparkling almond shaped eyes, when your next group visits the Amalfi coast. You can find Mamma Agata on her website and on Facebook share today 2011 13
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Q. Has it always been your dream to put your personal story on paper?
From Red Guard girl to CEO Meet an inspiring Chinese female entrepreneur The life of Mrs. Liu Ping reads like a book and she is going to share that life next year. Written by herself; a true autobiography. It would not surprise us if this book ends up in a Hollywood or Bollywood blockbuster. We are proud that she wants to share her intriguing story with us, how she managed to become the CEO of a key player in the Chinese Event industry; China Star Professional Programs. te x t K im A l derden p h oto li u ping
A. China is a complicated country for its history, culture, economy and political system. It is impossible to make foreigners understand China in a short visit. Westerners have a lot prejudices and misconceptions about China. It feels like I have never enough time to share my stories with Western friends and explain to them what regular Chinese people think about their own country. So I decided to write a book. I would like to share my stories and the stories of people around me, in the last 30 years mainly Western friends, and hopefully my stories will help to make people understand China and the Chinese people a bit more. Liu Ping is writing Chinese articles about the meetings & incentive industry and publishes these on her blog. Besides that she does not hesitate to write about political topics as well, for example about family planning and religious issues in China, Tibet and Taiwan. Her articles are always based on her own personal experiences. The next natural step is therefore the launch of her own personal story in a book called ‘From Red Guard to CEO - Growing Up with New China’. Liu Ping told us that the book will be published in the beginning of 2011. We step back in time and learn some of Liu Ping’s youth and ambitions in those days in China. Did she dream about travelling abroad? Well, the answer might surprise you; “I never imagined a
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life in the travel industry when I was a child. I wanted to be a soldier serving in the army and become a female general.” Already prove that Liu Ping’s ambition to become a powerful woman was born.
Q. Can you still remember your first journey abroad? And about your first event? A. My first visit to a place outside China was in 1985 to Moscow. The Red Square was the first location I wanted to go when I arrived in Moscow. I had seen the military parade at the Red Square in movies numerous times. When we were little children, we believed that the Soviet Union was the symbol of communism and the best place in the world. Standing in the center of the Red Square, I felt my heart rising and falling like the waves in the ocean. I couldn’t believe that a child that grew up in the mountains of Guizhou in Southwest China was on this square where all revolutionaries of the world longed to be. My first event was with a state-owned company. At that time, Chinese travel companies did not know how to deal with incentive products. Incentive groups were treated as leisure groups with nothing special and creative added. I cannot remember my exact first event, but I remember I felt embarrassed and ashamed because of the harsh complaints from the foreign tour manager. ®
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see website Q. In China you were one of the first female business women who started her own commercial company. Can you share some of this start-up with us? A. I have worked for state-owned enterprises for about 30 years, since I was 15. I decided to quit and start my own business. I am much happier running my own company. I can make my own decisions about marketing strategy and company management without any political interference. I try to prevent corruption and bureaucracy and make China Star Professional Programs a
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professional DMC and PCO measuring up to international standards. Learning from foreign cultures is a great value in the business model of China Star. In the last 5 years, China Star invited 10 Dutch students for an internship in China. Another two from NHTV University are scheduled to come in 2011. “I like to see the Chinese youth mingled with European youth to learn from each other and build up friendships. It will benefit both sides. It is important for Chinese young professionals to understand the mentality of Europeans and people from other continents so they can serve them better and vice versa”.
China Star Professional Programs is a share-holding company with 30 employees, with Liu Ping as CEO, David Liu President and Frank Feng Vice president. China Star runs the following departments: • Department of MICE • Department of Professional Exchange and Outbound Travel • Department of Logistics and Overall Management • Department of Finance Within China Star operates an independent Shanghai based company. Xiao Yun, a very talented Shanghai girl, takes care of the daily operation together with several local staff members. Both companies share the same strategy and policy for market development and will separately follow the local government to some international travel shows to promote China Star. Focus on the company’s rules and standards is very important. Each year a budget is spent on education for staff all over the country. Next to an annual and nation wide training session, they organize tailor made training for special events or freelancers. Besides that local partners and guides from cities all over China are being kept updated and trained whenever necessary. 16 share today 2011
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Q. In this issue of SHARE TODAY we recommend some tented camps. If I am correctly informed you organised your own camp at the foot of the Great Wall. It sounds exiting … A. Yes, indeed I did. We set up a tailor made camp by the Great Wall for American students last year in August and it was very successful and loved by the students. We will do the same thing for four student groups next year. It is a great experience to camp by the Great Wall. However, camping is still not very popular in China and we have to tackle a lot of difficulties and go through procedures for safety and security. But we very much like to keep exploring and improving the product so that it becomes attractive to all sorts of clients. My other wish is to promote Tibet as a destination for incentive groups. My earlier visits there have convinced me of the impact this country has on clients. We just finished our first incentive group of 24 Americans in Tibet.
Q. What more can we expect from such a dynamic lady in the near future? A. “Well, China is still a developing country with a lot of poverty-stricken areas. So China Star will continue to take its CSR and try to help those who need our help. At the same time, I take my own social responsibility and work as a volunteer to teach and train the young generation that will work in our industry in the future in college. I also will continue to explore China more. For example, spend one whole month in Southwest China for a deep inspection of the local people’s life, tradition, culture, art and the nature, etc. Our respect for this ambitious lady with so much wisdom and integrity grew more and more during this interview. Liu Ping convinced us of her believe in and adaptation of new business models in the Events Industry by becoming our first SHARE+ partner. “Welcome and thank you very much for your trust”. √ share today 2011 17
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Sheik Harb Salem Al Zawaideh, a mystery of the desert You’re invited to be the guest of a Sheik and his family in an authentic Bedouin homestead in Wadi Rum, Jordan. Who would turn down an invitation like that? Your host is Sheik Harb Salem Al Zawaideh, leader of one of the oldest Bedouin tribes in Wadi Rum Jordan; the Zawaidehs. He and his family will make sure that you feel welcome in his kingdom. Let’s meet this extraordinary man. te x t Yolan d a L ogt p h oto Z awaideh I nsi g hts
FROM SON TO LEADER As soon as Harb enters the room with his smile and mysterious, twinkling eyes, you are hit by his charisma, pride, royalty and confidence. As the youngest son of a family of 14 siblings, he was appointed to lead his tribe of 7000 members. Harb: “My father taught me the rules, responsibilities and above all his stories and experiences about surviving in the desert. However, I’m still learning every day. Not only from my mistakes, but also from the desert Wadi Rum - by its nature, silence, mysteries, divine environment, but above all by its greatness. It gives me ‘power’. I have to be an example to the people I lead. We live in a strong, connected community where everybody has his own tasks and responsibilities. If you fail, it has consequences for the entire tribe - just like in a company.” ®
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Zawaideh Insights The desert is bigger than you, just like the economic forces and those within your company are. No matter what your objective, you must find an answer or a solution. Whether it’s strengthening your team, thinking about the mission, vision and strategy of your company, or the personal development of your own high potentials. The forces of the desert and the wisdom of the Bedouin tribe will make the output staggering. You will see your assignments from a totally different perspective and that will give you the insight to make the right choices when you return home.
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PASSION & DRIVE The eagerness to learn together, combined with the curiosity of meeting other cultures brings us to Zawaideh Insights set up two years ago by Margot Fabery de Jonge. Harb: “Margot inspired me to realize her dream to build a private desert camp for exclusive corporate groups with a mission. She is my connection to the other world. Her passion and enthusiasm made me believe - no more or less than that. Zawaideh Insights opens a window to the Western world that I can enter by talking and eating with them, as well as opening my home to them. I invite companies to be a guest in my tribe. They don’t know a lot about our culture and traditions. It’s interesting to see how they manage and behave according to the principles and natural behavior of the Bedouin people. That’s what I want; to be the bridge between my world and the Western world.” “What’s the best kept secret of the success of Zawaideh Insights? It’s a journey of discovery for leaders, manager and teams. For everybody who wants to improve, change, develop, learn and share his or her insights with us. The ultimate challenge is to discover the true meaning of management, business innovation and leadership in the silence of the desert. However; the real secret is that they challenge themselves! Authenticity is the key word.”
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One final remark… so typical of this man: “I want to be the stone that you throw into a stream. The circles in the water become bigger and bigger and the water will never flow the same way as before. That’s what Zawaideh Insights is all about.” Listening to Harb and thinking of the desert with its immensely fascinating natural environment and ‘ear-deafening’ silence, I can truly imagine that the guests feel free. Free to think clearly, free from their mobiles and laptops (they do not work in the desert!), free from other obstacles; enabling them to open their minds and share their insights. And all this next to a campfire with nice Bedouin music, food and drinks under the open sky with millions of stars… Pffff when do we leave?! √
Want to learn more? See this You Tube which says it all! *Zawaideh Insights is a full service product with tailor made programs, under the guidance of a coach/psychologist. Prior, during and after the trip the coach will monitor your goals and make sure your objectives are met. Contact: info@fab4-u.nl
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E Y E W I T NES S
other picture
The ultimate picnic at high altitude:
choose Patagonia!
T E X T & p hoto S Y o l anda Lo g t
I almost feel like a mountain goat as I struggle with the ice and search for the right place to stick my poles into the ground. I’m at the southernmost tip of Patagonia, one of the most sparsely populated areas in the world. Millions of years ago, it underwent major geological and glaciological transformations which created mountains, glaciers, lakes and rivers. And there I was, struggling with these very elements. What I bravely considered the night before while sipping
sweating up the first hill. Nobody says a word. Later someone passes us on a small horse, smiling in an infuriating way. They are cheating in our opinion, but oh, how jealous I was; and I can’t even ride! Huffing and puffing with faces warm and red from jumping over small rivers, we reach our first stop. It’s important to drink and eat energy bars. Then, its time to leave again—this time through hilly forests where I’m doing jumping jacks over rivers thinking I had it all…then next challenge appeared. ®
my wine, seemed daunting as I went to bed that night; climbing the Torres del Paine, first of season. A huge thunderstorm that roared with full force did nothing to make getting my rest any easier. After tossing and turning for hours I finally fell asleep, only to be brutally awakened by the alarm clock at 6 a.m. Was I really doing this out of my own free will?
The more remote and mythical a place is, the more impact it has on you. by Pedro I b á ñ ez , F o u nder and C hairman of E x p l ora
Opening the curtains restored some of my selfconfidence. The sun was shining! But I was still skeptical - I noticed the weather could change here at any minute - so I bought myself a pair of rain pants for ‘just’ USD 175 at the only store in the hotel. You don’t want to walk for 10 hours wearing wet jeans! Packed and ready I leave together with 5 others and ‘only’ 3 guides. This because it’s the first climb of the season and not everything is necessarily accessible or safe. At the foot of the mountain we stop and look up: oof… are we going to climb that?! Soon we start removing all the layers of our clothes as we start
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E Y E W I T NES S
slide show
Moraines to conquer: glacial deposits of clay, silt, sand, gravel and boulders which we could see at first, but were later covered with ice and snow. Using our hands and feet instead of the poles we reach the top. Finally…WOW! Amazing: The Torres del Paine, at the foot a small ice lake. Now and then we can hear snow and ice crashing down. Here we are, still speechless, but not from the climb but because of the overwhelming beauty. We have our picnic here, a well-deserved lunch of sandwiches and hot soup served on a blue and
white cloth. It couldn’t have been better! When we find out that one of the climbers had just turned 40, we spontaneously start to sing ”Happy Birthday” in 3 different languages. Although now we really feel like partying, we know we have to leave this special place and head back down before sunset. We discover its more difficult going down than going up because it’s so steep. We slide, slip and sometimes fall; our muscles say no, but we don’t care. At the bottom champagne awaits to celebrate our victory! √
Explora offer journeys, not just a place to stay. And that’s the truth! Enjoy the overall and in-depth experience of exploring the natural and cultural surroundings of the remote places in South America where Explora is located, combined with relaxing at the lodges with their excellent cuisine and staff.
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once in a l ifetime
Slide show
Global Event Professionals Go for Glory T E X T kim a l derden p h oto S Yolan d a logt
slide show Almost 8 years ago Switzerland Tourism catapulted Famtrips to the next level. Most of the world thinks we event professionals have long been spoiled with Famtrip luxuries: fancy hotel suites, personal welcome by the GM and tailor-made gifts, not to mention exquisite food and drinks. Well, maybe that’s so, but Swiss Tourism is changing the face of Famtrips for the better, and (we hope) forever. Here’s the thing: why settle for just Zürich or Bern if you can have the rest of the country too? For this years Swiss Meeting Trophy, teams from 8 countries competed in a four-day, three-night challenge that went from mountain top to lake shore and showcased everything in between. Needless to say, the legendary Swiss attention to detail made this the perfect event. Best practices are showcased and the first place prize blew everyone away: a full year of the best Swiss cheese delivered fresh to the doorstep. Barbra Albrecht, the mastermind behind the Swiss concept, is delighted with success. “The event gives us the opportunity to demonstrate the best
our country has to offer in a relatively short time. Teams from around the world are challenged on knowledge, creativity, teamwork and planning. We start brainstorming every summer so each Meeting Trophy is unique. This year, participants were especially lucky with early morning team activities on a glacier, the afternoon on the VIP deck of the Worldtour Beach Volleybal in Gstaad. The next day brought a taste of the Montreux jazz Festival, drinks in a stunning wine garden on the shore of Lake Geneva and the farewell dinner and reward ceremony in the Olympic Museum, Lausanne. Of course with an event like this, all the participants are winners!” Get inspired by our event picture book. Ready to join? Countries invited in 2011: USA, UK, France, Belgium, Germany, Nordic, Russia and the Netherlands. Will yours be there next year? √
Pssst, don’t tell the Swiss, but we hope to inspire more countries to launch their own meeting trophies by sharing this story. What a concept!
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Swinging Cuba T e x t S H A R E T O D AY Photos: A nette W ezenber g
“I have been in love with Cuba from day one,” says Genevieve, who lives and works on the island. “Of course the country is known for the 1959 Revolution; countless Olympic medals; famous ballet and guitar schools and, not to mention, the numerous Cuban artists creating modern art. Cuba has lots to offer. And there is more.” Let’s get to know the island a bit better. Havana, a MICE heaven Havana has spectacular architecture and is one of the most stunningly designed cities in the world. Contrasting colors and textures shape the facades. The architecture in Cuba shows influences of other places: there are baroque plazas in Old Havana, classical columns in the city’s villas, colonial fortresses in its harbor and narrow cobblestoned streets. Imagine being there and breath in this special city. Havana suits very well as a great décor for group activities like following in Hemingway’s footsteps by strolling along the narrow streets, visit his favorite bar to enjoy rum tasting or admire the décor of dancing people, musicians and beautiful characters zipping their enormous cigars.
The smell of a good cigar, the true taste of rum, the moves of a good salsa combined with good looking ladies and the sound of the Buena Vista Social Club under a Palm tree; that’s Cuba right? But Cuba has much more to offer, says Genevieve van der Vlugt, owner of Boaz (Business Opportunities A-Z), a company that specializes in tourism and MICE in Cuba. Three eye openers: Havana, Cuban birds, and the historic cities like Cienfuegos or Trinidad.
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These typical Cuban activities, make you feel like a sixties moviestar touring around the city. Meet a dance master and learn and enjoy the perfect salsa moves under the stars. We bet you never had such a good dance lesson before. However does your group want more relaxation? Try to create handmade Cuban cigars, a one-off like that will surely taste good with a sip of local rum.
For the more culturally adventurous groups, meet 2 of the most famous Cuban architects, Eusebio Leal and Mario Coyula, and ask for a personal tour through Old Havana or attend one of the rehearsals of the Cuban National Ballet School. Last but not least let famous painters like Kcho and Wilfredo Lam make you a group portrait to remember a great incentive. ®
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Bird Watching for special interest groups Cuba is a paradise for bird lovers, with natural sites such as Cienaga de Zapata, Topes de Collantes, Soroa, Vinales, and La Guira National Park. As a result of its specific origins, the island has an extraordinary high rate of biodiversity. The country counts 350 bird species, of which 21 are endemic to the island, including the smallest bird in the world: the Bee hummingbird. Finally, Cuba is also a major stopover for migratory waterfowl birds. So if you have that special interest group that looks for a new destination; introduce Cuba and let them explore and discover! Cienfuegos and Trinidad for those with more time Cienfuegos and Trinidad in the South belong to the best-preserved Spanish historical cores, are on UNESCO’s World Heritage List, and have not yet been discovered by mass tourism. A visit to both cities can perfectly be combined and is good starting point and yet another authentic dimension in your itinerary. SHARE TODAY experienced that the locals are very happy to share their small but intimate kitchen table for dinner or even better have dinner at the family’s rooftop. Taking it even one step further is to stay the night at a private home, of course this is only possible for small groups. During the day stroll through the ancient streets or go swimming with the dolphins (Cienfuegos) while at night listen to the salsa music in one of the castles of Cienfuegos or at the many squares and streets in Trinidad. Do as the locals do and dance the night away!
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Unlimited Possibilities and More The possibilities in Cuba are endless. Genevieve mentions: “The jeep safari through the rugged landscape to the caves of Matanzas in the North is always a success. And we guarantee a fresh ‘catch of the day’ on a private catamaran trip along the coast in Varadero.” The face of history is visible around the country but the warmth and passion of the Cubans is an overwhelming experience. √
Ideally a 6-7 day incentive is a good start to deliver a lifetime experience, making a wonderful program full of excitement and diversity.. Need to know more? Genevieve is your woman in Cuba. Special thanks to Genevieve van der Vlugt of Boaz. E-mail: Boazcorp2001@yahoo.com
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S u stainabilit y D I Y *
Slide show There is no question that long haul travel can have a negative impact on the environment, but as the Event ROI Institute argues “if we have a negative impact on environment we should make sure to maximize the positive impact we have on people and other stakeholders”.
Victoria Falls, all about sustainable opportunities
Rob Davidson’s article; “What does generation Y want from Conferences” highlights the great concern this generation has for “eventing with a conscience”. Much is written these days about both positive and negative impact tourism can have on a destination, particularly one as raw and environmentally sensitive as developing Africa.
te x t Yo l anda Lo g t & L u ci B u ck l and p h otos C ansaf
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Safeguarding the environment is important for sustainability of any area and it is encouraging to learn that Governments and organizations have taken guardianship of the Victoria Falls World Heritage Site so seriously that they commissioned a Strategic Impact Assessment. In balance one thinks that the increased awareness and investment in infrastructure resulting from tourism is in itself a positive offset. In a sense one could argue that tourism can function as an economic incentive for governments to conserve natural habitats. As is certainly the case in Victoria Falls.
their behavior, their complex social structure and their communication skills. For a serious adrenalin rush introduce bungee jumping above the gorge, ‘flying’ an ultra light float plane, canoeing or introducing the group to the mighty river in an inflatable raft. The river in the gorges below the Victoria Falls, classified as a Grade 5 river, is the way to go. Did you know the Zambezi River is the biggest commercially run white water in the world? ®
Sustainable opportunities abound As the destination develops in a sustainable way new activities emerge offering fun opportunities for visitors while at the same time taking pressure off the more traditional (less eco friendly) safari pursuits. Try walking safaris, elephant back safaris, even cycling or horseback safaris. An undisputable favorite is the interaction with elephants where visitors get to touch and feed these gentle giants. More serious is ‘Elephanting’; getting right up close and personal with these fascinating animals in the wild enabling guests to learn more about share today 2011 37
Su stainabilit y DIY*
S u stainabilit y D I Y *
Meetings & Conferences Also the meeting professional will be happy here. From soft eco friendly meetings to complete eco conferences where you have the opportunity to select your own venue and allow mother nature herself to provide you with sound and light. If you still need to use technical appliances there is the aid of fossil fuel generated energy. Impactful experiences But like the Generation Y, many visitors to Victoria Falls want to include experiences that are somehow more worthwhile and mindful of the environment or local communities. This is where local contacts and knowledge about the area are essential. For example to raise funds to assist the local village community in reclaiming their access road or to enable a school to replace the roof.
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To celebrate the handing over of the funds and give the delegates an opportunity to learn more about the school and the community a fully interactive tour of the area can be set up. The group splits into teams joined by an equal number of children from the school and participates in children games and daily village tasks. They learn about daily routines like grinding the maize, making fishing traps and 速
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S u stainabilit y D I Y *
reeding mats. Seeing the actual preparation of the day’s main meal can conclude the experience. On a lighter note, what would a visit to Africa be without a boogie? Experience the true spirit of Africa and sing and dance with the African people. Each dance or movement symbolizes an event or happening within the clan. Call it communication on a different level!
With regional offices in Orlando | New York | San Francisco | Miami "Your partner in creating motivation!" www.firstincentivetravel.com
Altogether a unique opportunity to create awareness and have a positive impact. In return the delegates leave with an unforgettable experience in mind and the knowledge that they have ‘given back’.
Check your suppliers Another way organizers can exercise CSR is to look closely at suppliers including their policies. One doesn’t have to scratch too far beneath a company’s surface like Sun International Zambia to appreciate the impressive extent of their involvement in their community. As you notice by now, Africa and Vic Falls in particular has definitely more to offer than safari alone! √
With special thanks to Luci Buckland of Into Africa, Sun International Zambia and Cansaf
Please visit us at the EIBTM 2011 - Booth H525 share today 2011 41
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Are you an Imagineer? T E X T & I M A G E S Yolan d a L ogt
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Imagineering, the term pops up more and more also in our business. But what is it? And can it be of significance to our market? Is it just a fashion word or a real cool method to finally deliver more quality events? Let’s have a look.
Value creation in networks starts to dominate value creation in value chains, meaning digitalisation diminishes the distance between supplier and consumers and other stakeholders in a structural way.
Imagineering is certainly not new; Disney already made it popular in the twenties of the last century. Imagineering is a blend word of ‘imagination’ and ‘engineering’, a concept that has various interpretations coming out of different sources.
It is not strange concepts like Facebook, e-bay and Trip-advisor pop up successfully. Also in our market we see this happen. Think of MeetingSelect, StarCite and you-tube that recently launched live streaming for events (www.youtube.com/live).
Diane Nijs* defines Imagineering as value creation from the experience perspective. In other words, Imagineering is the design process in which an imaginative artifact is brought into existence that can mobilize people in a generative way.
Events & clients change Our clients want different events than 10 years ago. Involvement and inspiration of participants are key words; delegates should not passively enjoy but actively experience the event and be inspired, whether it’s a meeting, conference or incentive. Inspiration should go so far that it even changes behaviour.
This is where we ‘meet’ the meetings & events industry. Do we not all deliver and create value for our clients using our imagination? It is too simple to make a comparison like that. I dare to state I doubt if we all use Imagineering to give our events the right values. The world is changing Our current society evolves at high speed from a passive to an active consumption market where two-way communication is essential.
These phenomena are not only a must for the one single event but for all corporate events of a company and applicable for every target groups with different needs. Events are more than ever part of marketing strategies however with more challenges for the organizers. All levels, employees throughout the whole company should be actively involved and become part of it. No ‘sole’ event but a mix of multiple events bounded by the company strategy and image. ®
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Events versus Imagineering For the event industry this asks for a different approach. There will often not be one answer to serious company questions; certainly not for an event! But how do we play the game differently?
Imagineering Roadmap® Consumer
Research
Perspective
Creativity
Context
Concept
Organisation
Business Model
Business
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Leadership
Touchpoints
Technology
These Imagineering tips might help: It all starts with inspiration. What is your clients’ identity? What does the company stands for? What is changing in society and what can your client offer that same society?
Co-creation is a point of attention in the meetings & events market. Not for the future but for now. Developing Imagineering competence helps the designers of our industry to create a concept that has various interpretations and input from different sources. This will help you to provide what your clients want and you need; successful, competitive events combined with value creation and inspiring to the delegates. This brings the question: shouldn’t we all be Imagineers? √
If that’s clear, you start creating; translate the know-how of the DNA of your clients company and your society knowledge to a high involvement experience concept. This concept should be inspiring to both the employees as well as the stakeholders. Last but not least; the organisation and transformation in a meaningful way, using the creativity of the in- and outside of your clients company. Create an experiential platform that is interactive and with a two-way direction. This will definitely lead to more creativity and constant innovation. It sounds simple enough, this short cut Imagineering for organizing events. But be honest is this the way you handle your events or even more you lead your company?
Footnote: *Special thanks to Diane Nijs, Associated Professor in Imagineering at NHTV Breda, who developed the field of ‘imagineering’ as an ‘instrument for strategizing in a connected world’. She is co-author of the book ‘Imagineering’ and developed the Master in Imagineering. Interested in more information:
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Seen IT? Been THERE? DONE THAT?
Check out the next Jack Sparrow experience... It takes some guts to put a sailing regatta on an incentive calendar. But if your client is looking for a challenge I can guarantee you that this event will deliver 100 % impact. 速
te x t K im A l derden p h otos S jors van der W oerd & AT P
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In my experience, the best packages offer 3 nights on board and 1 or 2 nights in a resort hotel, allowing you to enjoy the right mix of leisure. Each yacht is fully stocked; cool beer and fresh juice in the fridge, snacks on the table, beds made to perfection, fluffy bath towels on deck and a good-looking captain who really knows his way around the area. The first day usually comprises of a relaxing day out on the water, allowing you to get a bit of a tan while getting used to the captains’ rules. At night, the fleet drops anchor in a little bay where a little dinghy brings you ashore to enjoy the ‘catch of the day’ and a cool drink. Early in my career my own love for sailing resulted in me setting up a sailing department for the company I was working. This love, combined with an irresistible desire to organize a sailing incentive, brought me to the Caribbean several times. To make a long story short, here are some simple ‘how-to’s’ to help you create an event like this for yourself.
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First of all, find out if the decision-maker likes sailing. This is key info! Experience has taught me that you can immediately recognize the smile on someone’s face that does when you bring up this subject. Secondly; budget check! An experience like this will cost a few bucks! For the ultimate Jack Sparrow hot spot, go for the British Virgin Islands. Make sure you find a trustworthy supplier of sailing yachts (I am more than happy to recommend a few). Insurance is covered when you have an official captain on board, and don’t forget to bring medication in case of seasickness!
By day two, you’ll be ready for the real regatta feeling. A few races are scheduled and the race director (supplied by the sailing company) kicks of with a briefing. The final racing day is all about the Company Trophy; concluding that night with a big team victory celebration back at the hotel. Most captains take part in the festivities accompanied by a local band and a couple of shots of really good rum… The sailing stories continue until deep in the night until finally, everyone falls into a deep, satisfied sleep.
Yachting companies: www.sunsail.com
Let the pictures answer the question: isn’t it gorgeous out there in Jack Sparrow land?
www.dreamyachtcharter.com www.moorings.com
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