THE MEETING PROFESSIONAL
TM
TED GOES TO VANCOUVER
■
IMPROVING AIR TRAVEL
■
MEETINGS OUTLOOK 2014
FEBRUARY 2014
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Volume 2, Issue 1
EDITORIAL STAFF
CREATIVE DIRECTOR
MANAGING EDITOR
EDITOR
DIGITAL EDITOR
GRAPHIC DESIGNER
DESIGN AND PREPRESS
COVER DESIGN
Jeff Daigle, jdaigle@mpiweb.org
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Holly Smith, hsmith@mpiweb.org
Sherry Gritch, SG2Designs, sherry@sgproductions.net
Jeff Daigle
CONTRIBUTING EDITOR
COVER PHOTO
David Basler, dbasler@mpiweb.org
Anna Beaudry Photographic Design
Has been
g ainfully
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at MPI for
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MPI EXECUTIVE MANAGEMENT
PRESIDENT & CEO
CHIEF OPERATING OFFICER
CHIEF FINANCIAL OFFICER
Paul Van Deventer, pvandeventer@mpiweb.org
Cindy D’Aoust, cdaoust@mpiweb.org
Daniel Gilmartin, dgilmartin@mpiweb.org
INTERNATIONAL BOARD OF DIRECTORS
EXECUTIVE COMMITTEE
Chairman of the Board
Michael Dominguez, CHSE, MGM Resorts International
Chairman-elect
Kevin Kirby
Vice Chairwoman of Finance
Erin Tench, CMP, CMM, Penn State University
Vice Chairman
Roel Frissen, CMM, Parthen
Vice Chairwoman
Allison Kinsley, CMP, CMM , Kinsley Meetings
BOARD MEMBERS
Amanda Armstrong, CMP, Enterprise Holdings Inc.
Krzysztof Celuch, CMM, CITE, Vistula University
Jordan D. Clark, Caesars Entertainment
Angie Duncan, CMP, CMM, BCD M&I
oving to
s about m
Daydream elp save elephants
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Afric a to g poached.
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Hattie Hill, CMM, Hattie Hill Enterprises Inc.
Cornelia Horner, CMP, American Land Title Association
Gerrit Jessen, CMP, CMM, MCI Deutschland GmbH
ine, Tony,
Alex, Bobby, Louie, Ela
approve of
Igg y and Latka would
he’d most like
his pick for TV show
etime.
to see return to prim
Audra Narikawa, CMP, Capital Group
Fiona Pelham, Sustainable Events Ltd.
Alisa Peters, CMP, CMM, Experient Inc.
Darren Temple, CTA, Dallas Convention & Visitors Bureau
Marti Winer, Wyndham Hotel Group
BOARD REPRESENTATIVES
MPI Foundation Board Representative
David Johnson, Aimbridge Hospitality
LEGAL COUNSEL
Jonathan T. Howe, Esq., Howe & Hutton Ltd.
POSTMASTER: The Meeting Professional TM (Print ISSN: #2329-8510 , Digital Edition ISSN: #2329-8529) is printed monthly, except the months of January and October, by
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2 THE MEETING PROFESSIONAL FEBRUARY 2014
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CONTENTS
FEATURES
48
TED
GOES TO
VANCOUVER
A tale of planners and
suppliers teaming up
to spread ideas worldwide—and change the
landscape of meetings
and events.
54
BRINGING THE MAGIC
BACK TO AIR TRAVEL
As CEO of Clear, Caryn SeidmanBecker wants to ease the airport
experience one fingerprint at a time.
59
MEETINGS OUTLOOK
MPI’s latest research predicts increasing
attention to meeting design, hybrid and
virtual meetings, tech innovations and the
overall health of the industry.
MPIWEB.ORG 5
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24
CONTENTS
28
THE LOBBY
VIEWPOINTS
32 NAVIGATING THE MENTORSHIP
LANDSCAPE
18 GET THE MOST VALUE OUT OF
YOUR NEXT TRADE SHOW
Smart tips for planners and exhibitors to
reap maximum benefits on the show floor.
20
20 COACHING AND DEVELOPMENT
What a mentor relationship should be
and how to begin.
34 PREPPING YOUR PRESENTERS
Help your speakers leave a lasting
impression on attendees.
Tammy Kockaya, CMP, CMM, helps business
professionals and the meeting industry grow.
22 THE TAO OF TRAVAASA
Managing Editor Blair Potter finds some
Zen in the Texas Hill Country.
SHOWCASE
40 FINDING BALANCE BETWEEN
TECH AND WORK
24 GROWING DIGITAL ENGAGEMENT
Advice on successfully using social media to
grow and engage your community.
26 THE PERKS OF BEING AN AMBIVERT
MPI Foundation scholarship recipient Magdalina
Atanassova talks about what she learned
attending the European Meetings & Events
Conference and how the meeting industry
has impacted her introverted nature.
28 GATOR BAIT
42
A news forum in Seoul brings international
journalists together to address an issue we all
face: How to get the job done while staying
abreast of constantly changing technology.
42 WORKING IN THE REAL WORLD
How young meeting professionals from
across the globe teamed up with experienced
volunteer faculty to kick-start their careers in
Istanbul.
An airboat tour through the Florida Everglades
offers an effortless glide through waterways
and marshlands, as well as a close encounter
with alligators.
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FROM THE EDITOR
THANK YOU*
AFTER WINNING THE BEST ACTRESS
OSCAR FOR MRS. MINIVER IN 1942,
GREER GARSON GAVE THE LONGEST
ACCEPTANCE SPEECH IN OSCAR HISTORY, in which she thanked colleagues
and friends for more than six minutes (a full ive minutes and 45 seconds longer than the allotted time
given to each recipient).
I write most of these columns
from the comfort of a two-tone chair
in our living room, and the particular
morning I sat down to write this
column (my last edition as editor in
chief of The Meeting Professional as it
were) happened to be the same day
the Academy of Motion Pictures
announced this year’s Oscar
nominations.
It got me thinking about the similarities between a column of this
nature—intended to thank as many
people as possible in what always
proves to be a much constrained word
count—and an Oscar acceptance
speech—intended to thank as many
people as possible in a race against
time before the orchestra starts playing you off the stage.
An Oscar acceptance speech of
course this is not, but after six issues
of The Meeting Professional, 60 of its
predecessor and a combined 46
awards for editorial and design excellence, I have amassed quite a list of
people to thank. I started thinking of
all the people who have played a vital
role in my professional success at
MPI and the list just kept growing
and growing. I quickly realized that
this column (if I wasn’t careful) could
start to rival Ms. Garson’s historic
expression of gratitude.
My list begins with my team. I
have had the honor of leading and
working alongside a group of the
most skilled, passionate and driven
individuals I have ever met. Their
love of this industry and their dedication to excellence is inspiring.
Our support team in creative has
made us look good every month and
we have the awards to prove it!
The MPI sales team has worked
tirelessly to align our brand with
those of so many valuable partners,
and to our advertising partners a
huge thank you as well for your past
and continued support.
I have had some great mentors in
the past ive-and-half years. From
leaders here at MPI headquarters to
our International Board of Directors
to members of our informal advisory
board, I thank you all for your time,
your guidance and your support.
I have met and worked alongside
an amazing (and large) group of
people during my tenure at MPI. I
didn’t want to even attempt to mention everyone by name for fear of
forgetting someone important, so to
the rest of the MPI community, thank
you. Thank you for engaging with us
on a regular basis and keeping us
focused on creating content that is
important to your success. We do
what we do for you, and that has
driven me, and my team, each and
every day.
In case you’re wondering, new
adventures have called me home to
Colorado, where I have accepted a
position as the brand and content
director for The University of Denver.
The decision to leave MPI was not an
easy one, but the relocation puts us
closer to our extended family and
allows for some very exciting professional growth opportunities for my
wife and me. I look forward to staying in touch with many of you, and I
sincerely hope you reciprocate.
So with that, I conclude my inal
column. Based on the standard we
use on the “In Summary” page (Page
94), it should have only taken you
three minutes to read this. So congratulations, Ms. Garson…if this was
the Oscars, your record would still
stand.
Cue the orchestra.
David Basler
Former Editor in Chief
dbasler@mpiweb.org
*A man of few words, Alfred Hitchcock holds the record for shortest Oscar speech, saying only “thank you” in 1967.
8 THE MEETING PROFESSIONAL FEBRUARY 2014
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FROM THE CEO
Save the Date: Feb. 14
The MPI Membership and Chapter
Satisfaction Survey will help us
continue to transform the association to best meet the needs of
our members (see Page 27).
A YEAR IN RETROSPECT
I would like to thank all of you for
the warm and open reception I have
received since joining MPI last April.
Looking back on 2013, it was an
exciting and exhilarating year for
both me and MPI. We focused on the
chapters and our members—because the future of MPI is in you, our
member community and volunteer
leadership. You are the key to our
success, and we appreciate your
dedication.
To support you, we launched
several key strategic initiatives, continued to transform our organization
and had some milestone achievements. While our successes were
many, I would like to highlight several
of the most visible and impactful.
• Transformation of WEC. With our
2013 World Education Congress
(WEC), we sharpened our focus
on professional development and
the MPI brand. We provided new
tools, techniques and learning
experiences to help meeting professionals evolve with our changing industry. And we’re taking that
same approach to reshape our
European Meetings & Events
Conference (EMEC) in Istanbul
later this month.
• Re-launch of The Meeting Professional. Inspired by you, we redesigned our monthly magazine to
feature a more member-centric
format and layout. The feedback
has been overwhelmingly positive,
and we were recently honored
with the gold award in the Monthly Trade Association Magazine
category of the Association
TRENDS 2013 All-Media Contest.
• Refocus of the MPI Foundation.
The mission of the MPI Foundation has evolved and been refocused on funding education and
pan-industry research that drive
the success of meeting professionals. Going forward, fundraising
efforts will be aimed toward
increasing scholarships and grants
for individual members and
chapters.
• Evolution of CMM. We launched
the new CMM Designation Program in partnership with the
Global Business Travel Association
(GBTA). This program offers the
irst and only collaborative designation for meeting and travel
professionals, and features an
intensive business management
study program.
• Meetings Move Us Forward. We
launched the Meetings Move Us
ForwardSM grassroots effort with
the goal of supporting our members in promoting and advocating
for our industry in a consistent
and meaningful way using a common language, messaging and
tools.
• UKEIS Reveal. The MPI Foundation published the results of the
groundbreaking United Kingdom
Economic Impact Study (UKEIS),
which highlighted that the meeting industry delivers signi icant
value to the U.K. economy with 1
million full-time jobs and a £58.4
billion contribution to the country’s GDP.
• New MPI Leadership. We restructured our global headquarters
leadership team and strengthened
it with the additions of Pierre
Fernandez, senior director of
European operations, and Dan
Gilmartin, chief inancial of icer.
As for the New Year, there is
much more for us to do as we continue to transform MPI. We will implement our new strategic plan focused
on enhancing your membership
experience and providing you with
more professional development
opportunities. In addition, we will be
working closely with other industry
leaders and associations to promote
the importance and value of our
industry.
I look forward to seeing many of
you throughout the year at EMEC,
WEC, chapter events and other
industry gatherings.
All the best for a healthy, happy and
successful New Year!
Paul Van Deventer
MPI President & CEO
pvandeventer@mpiweb.org
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CONVERSATIONS
New ideas start with conversations.
This isn’t your typical letters page. We call it “Conversations” for a reason. We don’t just want you to comment on
our stories, we want to engage with you and share the resulting ideas with everyone. This page features what
you’re talking about and when the topic warrants, we’ll let you know our thoughts as well.
BETTER
ENGAGEMENT
AT EVENTS
[Re: “Temple of Wisdom,”
November ‘13 issue]
I’m passionate about meetings and
their power to educate and connect
people, but another topic that sparks
my passion is autism, because I am
raising a son with Autism Spectrum
Disorder (ASD).
I was grati ied to see Dr. Temple Grandin was interviewed about careers in the meeting industry
for individuals with autism. However, I was disappointed with aspects of the article, and I believe
that a few comments could actually do some detriment to both the autism and the meetings
communities.
She focused so much on detail work in the industry that it gave credence to two damaging myths:
one, that meeting professionals are logistical coffee cup counters, and two, that individuals with
autism are relegated to careers where that kind of work captures the scope of what they can do.
Speci ically, she discussed how that attention to detail might be well suited to shipping supplies to
multiple conferences and ensuring timely delivery.
That may be true, but it also describes what is likely just an entry-level logistical task in our
profession, not a skill set that can be leveraged to support a career path.
ELIZABETH ZIELINSKI, CMM
EDITOR’S RESPONSE: We wanted to hear more of Elizabeth’s thoughts, so we’re happy to report
that she’s writing a column about this topic that will appear in our April issue.
CONNECTING
WITH OTHERS
[Re: “Level Up,” December ‘13 issue]
I am the executive director/CEO of Hartford’s Camp
Courant in Hartford, Connecticut. We are the oldest
and largest free summer program in the United
States and the of icial charity associated with Tribune’s division of local newspapers (Hartford Courant) and broadcasting (FoxCT). I wanted to thank you for your efforts in the production of your
December edition. I found the articles to be stimulating and useful in gaining new knowledge, as to
how to properly connect with people in review of new ideas and possibilities.
I especially enjoyed Bridget DiCello’s piece titled “Level Up” as a way to increase effectiveness. As
the leader of a nonpro it trying to navigate the ever-changing funding waters, it is imperative to
consistently evaluate your efforts in connecting with others. This includes review of your mission,
programs offered and leadership style. Thank you for providing this most useful teaching aid and
resource. Job well done.
JOSH REESE
A chocolate rendition of The Meeting Professional, courtesy
of The St. Regis Princeville Resort in Kaua’i, Hawaii.
OVERCOMING THE
‘PARTY PLANNER’
PERCEPTION
[Re: “5 Tough Challenges Ahead,”
January ‘14 issue]
Just got the newest @TheMeetingPro and
Page 50, #3 feels like it was written to me!
But, where’s the part on how to overcome
this? #@davidTstevens
DAVID T. STEVENS
MPI NORTHERN CALIFORNIA CHAPTER
EDITOR MICHAEL PINCHERA’S
RESPONSE: We’re glad you feel so
connected to this story. Overcoming
the “party planner” perception has
proven to be a complex issue, but
one for which there are tools and
initiatives that can help. 1) Educate
your stakeholders as to the true
business value of your meetings and
events—MPI’s toolkit (mpiweb.org/
bvom) will help you with that. 2)
Promote the industry to those outside of it with the Meetings Move Us
ForwardSM campaign. Get started by
sharing the short documentary about
the industry (mpiweb.org/forward).
Start a conversation
with an editor:
Blair Potter, managing editor
bpotter@mpiweb.org • (972) 702-3092
Michael Pinchera, editor (features)
mpinchera@mpiweb.org • (972) 702-3018
@mpinchera
Jeff Loy, digital editor
jloy@mpiweb.org • (972) 702-3038
@JeffLoyMPI
Start a conversation with MPI:
Twitter: @MPI
Facebook: http://mpi.to/FansOfTMP
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WHO WE ARE 20 TOP SPOTS 22
YOUR COMMUNITY 26 HAVE A MOMENT 28
CREATE ONGOING
CONNECTIONS
Social media is continually evolving, creating new ways to
engage your community before, during and after an event.
PAGE 24
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ESSENTIALS
GET THE MOST
OUT OF YOUR
NEXT TRADE SHOW
Planners and exhibitors can reap maximum benefits
on the show floor.
A
BY MARIA LENHART
successful trade show requires a carefully orchestrated dance between planners
and exhibitors, one in which
each side is attuned to the objectives of
the other. The lines of communication
need to be kept open from start to inish.
Here are a few ways to ensure pro itable
and long-term relationships, as well as successful trade show experiences.
FOR SHOW PLANNERS
Don’t put financial objectives first. While a successful show
will generate revenue for an organization, trade show experts
say inancial gain should never be the only, or even the primary,
consideration.
“The best reason for holding a trade show is that it complements the entire agenda of the conference,” says Barry Siskind,
president of International Training and Management Co. and author of Powerful Exhibit Marketing. “It should present solutions
tied to what people have learned during the sessions, and its
products and services should also it in with
that. If it’s only about the revenue, that’s
misleading to everybody.”
Give exhibitors pertinent information. Rather than emphasizing
the number of delegates coming to the show, planners should provide exhibitors with relevant demographic information.
“When it comes to buyers, exhibitors are interested in quality
over quantity,” says Traci Browne, president of Red Cedar Publicity and Marketing, a trade show and conference content irm. “They
want to know what motivates the buyers in your audience, what
keeps them up at night. If you can share that insight with them, that’s
a huge value-add they are likely not getting from another event.”
Smart scheduling. Trade show hours should not con lict with other
elements of the conference that may be more enticing to attendees.
When determining the number of hours or days for show scheduling,
less can be more.
“There must be dedicated hours for the trade show when there is
nothing major competing with it,” says Susan Friedmann, president
of The Trade Show Coach. “And a real pet peeve of exhibitors is when
the show is kept open during the whole convention. There will be
times when no one will be in the hall except very bored exhibitors.”
Allow for interaction off the show floor. Include opportunities for
exhibitors to connect with attendees other than through booth visitation. Exhibitors may want to schedule one-on-one appointments
with buyers or they may want to hold special functions or product
launches for selected clients.
“The best reason for holding a trade show is
that it complements the entire agenda of the
conference. If it’s only about the revenue,
that’s misleading to everybody.”
Make exhibitors part of the planning process. Getting input from exhibitors about
their show objectives is crucial, according
to Siskind, who recommends that planners
organize a steering committee comprised of
Barry Siskind
exhibitors from companies of various sizes.
President of International Training
and Management Co.
“The exhibitors have a vested interest in
the show’s success, so let them tell you what
they need,” he says.
“It’s important that there be space set aside for appointments
If possible, dedicate a staff member to work with exhibitors
and for exclusive events where exhibitors may want to introduce or
during all stages of the show, including getting their feedback afdemonstrate products out of view of their competitors,” Friedman
ter the event, Siskind recommends.
says.
18 THE MEETING PROFESSIONAL FEBRUARY 2014
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“Attendees don’t want to be sold
to anymore—they want to be
educated. Send your company
rock stars to the event, the ones
behind the app or product. That’s
who people want to talk to.”
Traci Browne
President of Red Cedar
Publicity and Marketing
Understand the conference objectives. The more exhibitors understand about the conference audience and the key topics being
addressed, the better they will be able to address the needs of potential buyers.
“You need to look at how your product ties in with what is being discussed at the conference,” Friedmann says. “Or how you can
tweak it to make it relevant.”
Emphasize what’s new. The vast majority of trade show attendees
are coming to see what new products and services are available,
according to Friedmann.
“They want to learn new technology, new applications,” she
says. “You need to have something new to show people. However,
it doesn’t necessarily have to be a brand new product. You can also
highlight an improvement to an older product or emphasize an angle that the buyer may not know about.”
Target your buyers. No matter how many people are coming to the
trade show, not all will be potential customers. Exhibitors should
work with the show organizer to ind who their likely customers
are and aim their promotional efforts at them.
“Sometimes it’s only 10 percent of the audience that are your
target customers,” Friedmann says. “Doing a mass mailing or other
promotion to everyone coming to the show can be a waste of time
and money.”
IMEX AMERICA
Man the booth with “rock stars.” Rather than staf ing the booth
only with salespeople, consider including those who designed or
updated the product or service.
“Attendees don’t want to be sold to anymore—they want to
be educated,” Browne says. “Send your company rock stars to the
event, the ones behind the app or product. That’s who people want
to talk to.”
Keep it interactive. Product demonstrations, especially those that
enable people to experience a product with as many of their senses
as possible, draw traf ic to a booth and foster engagement, according to Siskind.
“When you are preparing your demonstration, ind places for
audience involvement by letting them touch a keyboard, lick a
switch or answer a question,” he says.
But recognize that a little can go a long way.
“The attendees are suffering from information overload, and
adding more information to their already confused state of mind is
counterproductive,” Siskind says. “Stay focused on the bene it that
is most likely applicable to the audience.”
FOR EXHIBITORS
MPIWEB.ORG 19
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WHO WE ARE
20 THE MEETING PROFESSIONAL FEBRUARY
AUGUST 2013
2014
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TAMMY
KOCKAYA, CMP, CMM
MPI POTOMAC CHAPTER
Like a lot of professionals in the industry, I fell into meeting planning without realizing it or understanding that this would become my career. I gravitated toward professional activities that included
a planning component, whether it was supporting a lecture and concert series in college or planning
resident assistant training in graduate school. My irst full-time foray into the event planning business
was with a mid-market best practices research irm where I served as a meeting manager, producing
small executive education programs targeted to the C-suite. I was traveling the U.S. and the world, having
great experiences, and really developed my planning skills in that position. A few years later I joined MPI,
and since then my passion for the industry has grown immensely. I have met some amazing business
professionals who have mentored me and truly encouraged my development.
I’m in the business of coaching and developing strong business professionals, not meeting
planners. Understanding how to read or develop a P&L statement, understanding the impact of the
global economy on our events and strengthening your executive presence is just as important as putting
together a strong RFP, selecting F&B and developing a show low. As an industry, we need to advance the
business skills of our people, and not just planning skills. By doing this, we will increasingly demonstrate
our value and get that “seat at the table” that is so coveted for career growth and job security.
Advocacy continues to be important to our industry, and while this, of course, includes advocacy
at the government level, it’s also about advocating for our own jobs at the grassroots level. It is critically
important that every planner or supplier have the ability to tie their role back to the mission, goals and
objectives of the company or association they work for so that we can continue to demonstrate our value.
We need to teach professionals in the industry to advocate for themselves, their career and their place
within the organization.
The experiences that built and developed my business and communication skills have helped me
to be more con ident and self-assured in different situations. I’ve also worked with some strong leaders
who have developed my strategic thinking and analysis skills, which I use every single day. I love being a
team leader and a coach, which I probably would not have said 15 years ago. The value I place on growing
my team members has truly transformed me personally, and how I view my role in their career development. Being an effective leader and coach is just as important to me as my own development. (For more
on effective mentorship relations, see Page 32.)
A few years ago I took a stained glass class to make some panels for our
home. There’s signi icance for life in working with stained glass that I’ve only recently started to understand. Think of the most beautiful stained glass window
you can remember, and hopefully you were lucky enough to see that window
with the brilliance of the sun shining through. Without the sun illuminating and
re lecting the colored glass, that window is certainly beautiful, but the affect
the sun has is magni icent. So I think about how I can help to illuminate other
people so their light can shine and they can be magni icent in all they do.
That’s a pretty signi icant metaphor for both life and leadership.
Tammy Kockaya, CMP, CMM,
is associate director of meetings
and events for KPMG and vice
president of education for the MPI
Potomac Chapter. She has been
a member of MPI for six years.
Photo by Orange Photography
MPIWEB.ORG 21
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TOP SPOTS
u’re
While ryeo...
he
ELSEWHERE IN AUSTIN…
Toy Joy was established in 1987, and
is the place to go in Austin for action
figures, stuffed animals, gag gifts and
anything else that’s useless, yet a lot
of fun.
THE TAO OF
TRAVAASA
THE FIRST PART OF MY JOURNEY from downtown Austin to the
Travaasa Austin resort was a bit nerve-wracking. I don’t like to put too
much trust in my smartphone’s maps app, but it was very dark at this
time of night, and the area was completely unfamiliar to me. So driving along some dark, winding roads while consulting printed directions just seemed a lot more dangerous than letting Siri tell me what
to do.
I eventually arrived unscathed (after no more than half an hour),
and thus began the second part of my trip after being buzzed in at the
gate. I’m not sure my Honda Civic had ever driven at such an incline,
but the resort itself is quite elevated, though the long, even more winding driveway is surprisingly well paved and not bumpy or dusty in the
least.
The resort I found at the top was an amazing place. Travaasa bills
itself as a “Zen-like preserve for the soul.”
When you stay here you’re surrounded
by hills that certainly seem like mountains to someone from a very lat land
such as North Texas (Dallas). And although there is a thorough roster of activities at your ingertips, just being here
(particularly visiting the in inity-edge
pool) brings about relaxation and welcome remoteness, despite being so close
to the bustle of civilization.
Travaasa
bills itself as
a “Zen-like
preserve
for the
soul.”
The University of Texas at Aus-
On any given day, the resort
tin’s Harry Ransom Center (free
has activities such as meditation
and open to the public) includes rare
sessions, mechanical bull riding,
permanent exhibits—one of only five
complete copies of the Gutenberg
salsa dancing lessons, culinary
Bible in the U.S. and the First Photoclasses, spa treatments, horsegraph, which took eight hours of
back riding, ziplining, archery,
exposure to produce in 1826—and
harmonica lessons, movies unalways-interesting traveling exhibits.
der the stars and even a chicken-keeper class.
Austin City Limits is the best-known
Additionally, the resort webmusic festival in the “Live Music
site has a detailed breakdown of
Capital of the World,” but you’re more
all upcoming events by date and
likely to find the bands Dead Meadtime, so you can see exactly
ow, Destruction Unit and The Zombies at the Austin Psych Fest, May
what’s available on a given day
2-4. The showcase of psychedelic rock
and plan accordingly. One activihas
been steadily growing since it
ty I particularly enjoyed was
was founded in 2008—year over year
poolside stargazing through a
attendance more than doubled to
high-powered telescope. There
4,000 in 2013.
was even an astronomer on hand
during my visit to help everyone
On April 26, Austin will celebrate
better understand exactly what
Eeyore’s Birthday for the 50th year.
they were seeing.
The Pease Park event honoring WinDining at Travaasa is an expenie the Pooh’s grumpy friend with an
uncooperative tail features live music,
rience unto itself. The property
drum circles, food and drinks and
includes a 3.25-acre working orplenty of costumes.
ganic farm, and the menu includes fresh, organic and locally
grown ingredients as often as
possible. I particularly enjoyed
the desserts. The chocolate
strawberry pie—think chocolate-covered strawberries on a piecrust—didn’t sound appealing at
irst, but was delicious.
Travaasa Austin also offers three meeting rooms (the largest is
2,800 square feet) and a variety of event options in its dining areas and
outdoor venues (such as a 2,500-square-foot garden courtyard). Your
group will be more than happy to stay on-property for a few days.
—BLAIR POTTER
22 THE MEETING PROFESSIONAL FEBRUARY 2014
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ENGAGEMENT
GROWING
DIGITAL
ENGAGEMENT
For the smart meeting professional, social media are excellent,
continually evolving platforms to engage and grow your
community before, during and after an event.
BY RYAN SINGEL
T
hese days, everyone knows that
you have to feed the social beasts.
Tweet this. LinkedIn that. Facebook it all. Conventional wisdom
has changed quickly and doing “social” is
now essential to most meetings and events.
But there’s so much that can be done, from
LinkedIn updates to posting photos on Instagram, from writing quick Tumblr posts to
creating a Pinterest page.
So what actually works? What’s a good use of your time and
what’s just an exercise in feeding a ravenous beast that’s always
hungry for something new? Much depends on clearly de ining the
actual goal of your social activity and knowing your audience.
Take, for example, a hip new conference called XOXO. Only in
its second year, the conference celebrates independent creators
of all sorts—musicians, artists, app coders, board game makers,
etc. XOXO is a celebration of the technological changes that make
easy and cheap tools to create books or apps, the Internet’s power
to connect indie makers with niche audiences around the world
and innovations such as Kickstarter.
Twitter Lists and Tips
Knowing that its attendees are on tech’s leading edge, XOXO organizers didn’t have to do too much to start building a community
around the event before it started. But what it did do was super
smart. It posted a searchable, online page with a list of attendees,
with their photos pulled from their Twitter pro iles and links to
their Twitter handles.
That led conference goers to discover intriguing new people,
online heroes and old friends. Several attendees took the page
and created a Twitter list of all the attendees, which was then
shared by the conference Twitter account. That allowed attendees to start learning about each other and interacting even before the event started. (For those unfamiliar, you can subscribe
to Twitter lists, which show up in your Twitter client outside of
your normal Twitter stream so it’s easy to sign up for a list without making a permanent decision to follow all of those people for
eternity.)
The goal of all of this is creating
some ongoing connection
to the community.
This can also be a powerful tool for event managers. Adding
speakers and attendees to a private list ahead of an event makes
it easy for organizers to engage with the community by retweeting relevant content and stroking egos with a liberal use of the
“Favorite” button in Twitter, which doesn’t broadcast a message
but does send a quick noti ication to the original poster that you
“liked” their content. You can also get a greater sense of who your
attendees are connected to and use retweets and favorites to
spread awareness of your event subtly to those who haven’t yet
signed up.
24 THE MEETING PROFESSIONAL FEBRUARY 2014
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Share Quality Content
The longterm goal of
social sharing
isn’t about making a single event
successful. It’s
about building
for the long-term
and tying social
into a wider
strategy.
VentureBeat, the tech news
site, has found that using
its news site and social
streams works best to build
attendance when they create and share content related to an upcoming conference, according to Editor in
Chief Dylan Tweney.
“If Expert X is going to
be speaking at an event,
we might ask her to write a
guest post, or we might do
a pro ile of her company,” Tweney says. “Or we might do a feature
story related to one of the event’s main themes. Social media promotion is then focused on that story, rather than the event itself.”
Of course, establishing an “of icial” hashtag for an event and
communicating that continually to attendees both before and
during the event is key to creating a community.
To stimulate conversations at a conference, VentureBeat’s
Tweney likes big monitors or overhead projections that show a
tweet stream of the conference hashtag.
“Done well, this is a great way to keep attendees aware of the
social conversation, while subtly reminding them to use the hashtag
so they can participate in it too,” Tweney says. But this requires either taking the risk that a tasteless tweet will be broadcast to all or
tasking someone with curating the tweets.
Encourage Conversation
Shaun Saunders runs P.R. Summit, an annual conference in San
Francisco focused on public relations and the tech revolution in
communications. His tools of choice are Facebook, e-mail and
in-person events.
“Facebook is
my best friend,” he
says. “It’s where
I’ve developed a
community.”
Saunders applies it organically, using his own voice and opinions
to share items that his community is interested in—not thinly disguised promotions for his agency and conference.
“I try to generate interesting engagement and meaningful conversation with the people I think will be interested in the conference,” he says.
Saunders also relies heavily on the oldest social tool of all: an
email newsletter.
He sends a weekly digital blast via his email list using MailChimp,
which gives great analytics about who subscribes and opens emails.
Additionally, it has a tool to let you test different subject lines on
small portions of your list in order to igure out which one generates
the most opens.
Saunders then personally asks ive or 10 in luencers to share the
message through MeetUp groups, social business groups and af iliate groups he doesn’t have access to. In those e-mails, he includes a
suggested pre-written Tweet or Facebook post that can simply be
copy and pasted to make it as easy as possible for busy people to
spread the word.
“You have to use that village,” he says.
Analytics
VentureBeat, like many big organizations, uses TweetDeck and
HootSuite as their social tools of choice. HootSuite, in particular, has
strong (though not always cheap) analytics reports that can help an
organization understand what resonates with an audience and what
falls lat. Another popular tool, Buffer, makes it easy to schedule social posts throughout the day or weekend so that the job of inding
and sharing content can be compressed into a manageable chunk of
time in a workday, and also simpli ies sending an update a number of
times (a good practice on Twitter, where many people dip in and out
of the stream of content, easily missing a message sent only once).
As for analytics, ticket-selling entities such as EventBrite often
have good analytics reports that can help you understand what
strategies are actually working to get people to sign up for an event.
For events where sales are handled on an organizer’s own site, Google Analytics has some powerful tools to track what is working for
conversions. For this, you’ll need to set up “Events” and “Goals” in
Google Analytics so that you can look backwards from a purchase
con irmation page to understand the path that worked to move
someone from being curious to being an attendee.
Of course, the long-term goal of social sharing isn’t about making
a single event successful. It’s about building for the long-term and
tying social into a wider strategy.
For instance, Saunders runs a monthly MeetUp for the public relations community that includes more intimate ireside chats with
in luential igures from the community and using the same hashtag
for those events that he uses for the conference.
“That’s worked very well,” he says. “It gets people to start to chatter. The goal of all of this is creating some ongoing connection to the
community.”
READ MORE
about the growing
importance of social
media in meetings
and events on
Page 59.
MPIWEB.ORG 25
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YOUR COMMUNITY
MPI Foundation education scholarship
recipient Magdalina Atanassova.
UR
O
Y
K
R
A
M NDAR
CALa loEok at your upcoming
Here’s
vents:
industry e
✓
MPI EUROPEAN ENTS
MEETINGS & EV MEC)
CONFERENCE (E
Istanbul
ents/emec2014
www.mpiweb.org/ev
FEBRUARY 23-25
FINDING
THE
PATH
MAGDALINA (YARICHKOVA) ATANASSOVA
(MPI At Large) is communications manager for AIM Group International in
Milan, Italy, and has been an MPI member for six years. She was awarded an
MPI Foundation education scholarship
that enabled her to attend the MPI European Meetings & Events Conference
(EMEC) in 2013. Since the 2014 edition
of EMEC gets under way later this month,
we decided to catch up with Atanassova
to ind out about her thoughts on attending last year’s event and the meeting
industry in general.
“Attending EMEC was very useful in
my professional plan,” she says. “There
were sessions that were truly inspirational and others that gave me ideas on
how to manage and be more productive
every day—ideas that I am still using to
date. Certainly, some acquaintances that I
made during the event were of great
value in the long run.”
Like many in the meeting industry,
Atanassova’s involvement began largely
by chance.
“I had an interest in the tourism industry, but I had no idea what exactly to
do there,” she says. “I had the chance to
meet a professional from the industry
who gave me the idea to study and work
in the ield of meeting and event man-
agement. Shortly afterr this conversation,
my voluntary service in Poland was very
nning events for the
much focused on planning
dd these two experiyouth of the town. Add
ences to inding the perfect bachelor
or in conferences and
program with a major
events, and I knew I had found my professional path.”
ights of Atanassova’s
One of the highlights
career, thus far, was
“Each event learning how to give
back.
is different,
“One of the turneach client
ing points for me
is different,
was joining MPI and,
each day is
a short time after,
different,
joining the CSR
and this
speakers team,” she
brings me a says. “This really
lot of joy in
turned my view of
what I do for the industry andd my
a living.”
goals upside down.
—Magdalina
It was these few
Atanassova
days in Toronto that
gave me the con idence in and inspiration for how I could
give back to the industry.”
Atanassova’s involvement with the
industry has not only brought her happiness, but a sense of diversity.
“It gives me—every day—a very diverse taste of the world around me,” she
says. “Each event is different, each client is
different, each day is different, and this
brings me a lot of joy in what I do for a
living. Maybe the way that my work and
CBI PHARMA
FORUM 2014
✓
Orlando
www.mpiweb.org/events/
CBIPharmaForum
MARCH 23-26
GIBTM
Abu D
h
www.g abi
ibtm.c
om
MARC
H 2426
✓MPI provid
ing edu
cation
the industry have changed me is by giving
me more con idence and turning me
slowly from an introvert to an ambivert,
and maybe soon to an actual extrovert!”
The MPI Foundation is passionate
about providing MPI members with professional development and career opportunities through grants and scholarships.
To learn how the Foundation can help you
or to make a donation, visit www.mpiweb.
org/foundation.
Did Magdalina’s story resonate with
you? Join the conversation on Facebook at
www.facebook.com/MPIfans.
26 THE MEETING PROFESSIONAL FEBRUARY 2014
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MPI GRASSROOTS
EDUCATION REACHES
A WIDER AUDIENCE
MPI recently launched a grassroots
effort, Meetings Move Us ForwardSM, to
provide meeting professionals with the
resources they need to clearly tell their
stories. This effort
includes a one-minute
educational commercial designed to increase awareness for
the industry that debuted on national U.S.
television last month,
with three airings on the Fox Business
Network on January 23-24. The commercial was also presented in the top
200 regional marketing areas on various
major cable networks including CNN,
MSNBC, CNBC and Fox News from Jan.
20-31. To view the commercial and learn
more about Meetings Move Us Forward,
visit www.mpiweb.org/forward.
Also last month, leaders from across
the meeting and event
industry, including
MPI, unveiled a national campaign to showcase the substantial
value derived from
business meetings,
conferences, conventions, incentive travel, trade shows
and exhibitions. Learn more about the
campaign—under the moniker of the
coalition backing the effort, Meetings
Mean Business—at www.meetingsmean
business.com.
SAVE THE DATE:
MPI SATISFACTION
SURVEY, FEB. 14
MPI conducts the annual Membership and
Chapter Satisfaction Survey for one simple
reason: to improve the way our association
operates so that members receive the maximum
benefit for their investment. This year’s survey is
perhaps the most important to date.
MPI President and CEO Paul Van Deventer
and the entire MPI staff are committed to transforming the association so that the experience
for every member is the absolute best it can be
(learn more on Page 10). This survey is one of the
most important tools for capturing the thoughts
of MPI members, so don’t miss this chance to
help shape the future of our community.
On February 14, every MPI member will
receive an e-mail with their unique link to participate in the survey. Completion of the survey
only takes about 15 minutes, so it’s easy to make
sure your voice is heard. We’re listening.
IHG INVESTS IN
INDUSTRY TALENT
RENDEZVOUS
IN ISTANBUL
HARD ROCK CAFE ISTANBUL WILL PLAY
host to its very irst event on February
24 during MPI’s European Meetings &
Events Conference (EMEC): the MPI Foundation’s Rendezvous. Proceeds from every
Rendezvous ticket sold will go to the MPI
Foundation’s education endowment,
which will fund European chapter grants
and scholarships.
Hard Rock Cafe is located in the old
“Sponeck Birahanesi” building, where
Turkey’s irst public ilm was screened in
1896, near iconic Istiklal Street and the
live music neighborhood at the core of
Istanbul. The venue features upscale technology and a design aesthetic that blends
the heritage of the city with the energy
and vibe of the Hard Rock brand. The
multi-story cafe’s more than 8,400 square
feet includes spacious seating, several
dining areas and rock ‘n’ roll memorabilia
from Hard Rock’s iconic collection (such as
the Beatles’ Besson Cornet and Lady Gaga’s headpiece). The Istanbul cafe’s Rock
Shop offers rock ‘n’ roll-inspired items,
including Istanbul-speci ic merchandise
that can only be purchased at this location.
“Hard Rock Cafe Istanbul is proud to
support the MPI Foundation at EMEC 2014
in Istanbul,” says Cristina
Lopes, senior sales and
marketing manager for the
Istanbul location. “We believe that MPI is a great
partner to help us develop
business and support our sales department at our brand new cafe in Istanbul.
This partnership will also bene it the
events and network connections within
Istanbul.”
To purchase tickets, visit www.mpiweb.
org/emec.
InterContinental Hotels Group (IHG) recently
donated US$10,000 to the MPI Foundation
education endowment. These funds will be used
for Canadian member scholarships.
“IHG in Canada has been a supporter and
partner of the MPI Foundation for many years,”
says Angela Xavier, regional vice president of
sales, Canada, for IHG.
“The work the MPI
Foundation does to
build and sustain the
meeting industry in Canada is admirable. Supporting the education endowment for Canadian
MPI members is our way of contributing to the
caliber of talent in Canada and investing in the
future of the industry’s people.”
Host sponsor:
Presenting sponsor:
MPIWEB.ORG 27
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HAVE A MOMENT
28 THE MEETING PROFESSIONAL FEBRUARY
JANUARY 2014
2014
Feb_Have a Moment.indd 28
1/27/14 3:59 PM
CREATURE
FEATURE
WHERE:
Naples, Fla.
WHEN:
February 24-27, 2013
WHO:
Stacy DeMarse, President, DeMarse Meetings
& Events (Planner),
MPI Tampa Bay Area
Chapter
Mark Taulbee, Owner,
Proshots Event Photography (Photographer),
MPI Greater Orlando
Area Chapter
WHAT:
DeMarse’s agency orchestrated Dixie Institute 2013:
Transforming Healthcare
Through Innovation, attracting more than 600
participants from a fivestate region. The event
kicked off with airboat rides
so attendees could enjoy a
unique experience of the
local Everglades environment. “Being from Florida,
we take our close proximity
to nature for granted,”
DeMarse says. “It was amazing to see how many people arrived the night before
to ensure they did not miss
this opportunity to get up
close and personal with
Florida’s native creatures.”
MPIWEB.ORG 29
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VIEWPOINTS
Mentorships Need a Strong Foundation 32 | Hiring a Speaker? Don’t Leave the Details to Chance 34
The decision to hire
a person to appear at
your event often hinges
on the connections
you perceive the
speaker can build
with your audience,
the organization
or the objectives
in place for the
gathering.
PREPPING YOUR
PRESENTERS
PAGE 34
MPIWEB.ORG 31
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MENTORING
BY MARK J. CARTER
Mark, founder of ONE80 and vice president of marketing for the MPI
Chicago Area Chapter, is bringing conversations and storytelling back
to business through mentoring, programs, events and marketing.
He can be contacted via www.MarkJCarter.com.
NAVIGATING THE
MENTORSHIP LANDSCAPE
What it Should be and How to Begin
MENTORING IS A GIFT. It’s an opportunity and responsibility to change someone’s life. Yet, it can also be an enigma.
The start of your journey won’t be
about seeking out a mentee—to be a
great mentor you irst need a strong
foundation.
It’s About the Why
Giving advice is de initely a big part of
mentorship. But that’s not really what
mentorship is about; it’s really about
creating learning experiences for other
people. What to do is a good start, but
why to do something can change a life.
Mentorship isn’t about giving orders
such as, “Spend 50 percent of your time
networking,” but rather helpful advice
including the “why” such as, “Spend 50
percent of your time networking because your relationships will lead to
referrals and new business that you
need right now.” Let mentees make
decisions themselves but help them
make decisions that are more educated.
Mentors are guides, and the best guides
tell stories to make their points and
teach other people. Telling someone
why to do something makes for a
great story.
But how do you (as a mentor) know
what the mentee REALLY needs and
what stories to tell? You just need to be
able to…
Uncover and Encourage
Often mentees ask for very speci ic things
for very speci ic reasons—they simply
don’t know how to get the material or
information or they need help with something in their personal or professional
life. It could be, “I want to be a leader,” “I
want to work in the meetings profession,”
“I want to start my own business” or “I
want to be a CEO.” Now it’s your turn to
move past what they want, get to the
heart of the matter and discover what
they’re passionate about.
How? Ask, “Why do you want that?”
Already we’re seeing that mentoring is
always a two-way street—they need to
know why and you need to ask why.
As a mentor you’re not creating something new for people; you’re uncovering
their passions and (based on some of
your life experiences) guiding them towards results that will help them realize
those passions. Great teachers don’t
instill. They recognize, crystallize, accelerate and celebrate the genius of their
students.
With those realizations and action
plans you’re ready to start.
Finding People to Mentor
Placing an ad, a post on social media or
just telling people that you’re seeking
mentees probably won’t work too well.
Instead you should create opportunities
for expression and advice. For instance,
have conversations with people about your
passions and what you’re working on. Why
should you take this route? Because as a
mentor, you don’t get to choose—the mentee
gets to choose. True, you choose whom to
give advice, but the mentee chooses what to
do (or not to do) with that advice. The mentee gets to choose whether or not to come
back for more advice. They need to take
action and only they can do that for themselves. So, how can you actively ind people
to mentor if the mentee does the choosing?
Build networks of people with similar
interests, passions and goals. When you’ve
created these networks then you need to
observe and interact with them. This will let
potential mentees ind you. Here are key
points for being a great mentor.
• Identify people’s actual, raw talents and
then help bring them to the surface.
• Send them down paths without holding
their hands, but let them know you’ll be
there to provide advice, support and
connections. Your job isn’t to pick the
path but to send them on a path, sort of
like a treasure hunt: get them oriented
and let them go do something on their
own.
• Be sure with each mentoring session that
you’re focused on at least one of the
following: 1) solving a problem and/or 2)
creating an opportunity (again, you do
this by offering advice, support and
connections).
32 THE MEETING PROFESSIONAL FEBRUARY 2014
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• Create a sense of self-con idence for
the mentee grounded in real-world
results. Note: For a self-esteem boost,
don’t say, “I think you did (or can do)
great things.” Instead, say, “I think you
did (or can do) great things because…”
and tell them exactly why you believe
this, with solid examples.
One of My Mentors on Being a Mentor
The mentor who changed my life the
most over the last 11 years is Tim Sanders. When I met him on his irst book
tour (for Love Is The Killer App), he was
the chief solutions of icer of Yahoo. At
that time, I had nothing to offer him by
way of a network or networking connections; I was completely lost and needed
help iguring things (life) out. When it
came time to get my book signed I handed him my business card. “Turn it over,” I
told him. On the back I’d written some-
Great teachers
don’t instill. They
recognize, crystallize, accelerate
and celebrate the
genius of their
students.
thing along the lines of: “Mr. Sanders, you
seem to really know what you’re doing
with your life and your career. I really
don’t. I would appreciate any advice you
could give me. Your talk about sharing
your network hit home for me. My name
is Carter, remember me because I’ll be in
touch soon.”
Since then he’s changed my life and
career with advice, support and connections. He’s changed the direction
and trajectory of my career and we’ve
worked on projects together including
his last two book launches.
But this column is about how to be
an amazing mentor, which Tim is. So
I’ll close with something he recently
shared with me during one of our
phone conversations.
During his early experiences as a
mentee, Tim’s mentor would spend the
last 10 minutes of their conversation
asking him questions about something
that Tim was great at (at the time it
was ecommerce). This instilled the
con idence we talked about and proved
a great point that all mentors and
would-be mentors need to know: The
best mentors are always learning
something new from someone new.
MPIWEB.ORG 33
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ESSENTIALS
BY BRIAN PALMER, CMM
Brian is president of the National Speakers Bureau, a 33-year MPI member and the
current president of the International Association of Speakers Bureaus.
In 2003, MPI named him the International Supplier of the Year.
A presentation will
always be more
persuasive and
pondered longer if
it touches on ideas,
memories or conclusions that exist in
the minds of your
audience.
PREPPING YOUR
PRESENTERS
Help Your Speakers “Touch” Their Audience
THE DECISION TO HIRE A PERSON to
appear at your event often hinges on
the connections you perceive the
speaker can build with your audience, the organization or the objectives in place for the gathering. Since
quality presentations are rarely
static, you can increase the odds that
your desired connections will be
made by being very speci ic about
what you irst saw, heard or experienced that you wish they would
include in their presentation.
A presentation will always be
more persuasive and pondered
longer if it touches on ideas, memories or conclusions that exist in the
minds of your audience.
The connection could be a particular story or example the speaker
used that you believe will resonate
with the people in your audience. It
could also be highlighting an idea or
lesson, which will serve as a center
point or foundation for other parts
of your meeting, such as an executive’s presentation. Especially for the
opening keynote speaker, if you plan
on referring to components of their
talk later in the meeting, make sure
you educate the speaker on your
meeting objectives, so they can include those objectives in their
presentation.
During pre-conference brie ings, I
often hear people say things such as,
“I want the same speech that was on
your preview video.” You need to be
more speci ic than that. Also pay
attention and keep notes of the conversations during the decision stage
and share those details with the
speaker to supplement the pre-event
call (ideally before).
This goes beyond just the speech
itself. Another important touch point
is the introduction, which serves as a
tool to establish credibility and supply the person’s appearance with
momentum. Very speci ically, the
person introducing the speaker needs
to point out things in the speaker’s
background that will best help establish a connection with your speci ic
group. The speaker’s past work,
where they went to school or a current book may do the trick. No matter what, though, be sure to clear the
introduction with the speaker irst,
because the best speakers build their
presentations to start with an element that was included in the
introduction.
Event owners regularly comment
on the interaction opportunities their
attendees relished: a pre-speech
meal, a photo opportunity, a reception or simply a chance to meet the
person who spoke, shake their hand,
say “thank you” or ask a question
following the talk. Do not leave it to
chance that this will happen. Include
those sorts of details in your offers to
speakers and tell them how those
requests have proven to be important
at your events. Having that extra
off-stage time is good for your
attendees, but it’s good for the
speakers too.
34 THE MEETING PROFESSIONAL FEBRUARY 2014
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SPECIAL ADVERTISEMENT
Singapore Tourism Board
WWW.YOURSINGAPORE.COM/MICE
S
ingapore, the cosmopolitan city-state in
Southeast Asia, has a concentration of rich
experiences burnished by the city’s modern
infrastructure and business-friendly facilities.
Ever-evolving, the Lion City will keep business travelers coming back—and discovering something new
and personally enriching with every visit.
Recognizing the need for established event facilities to remain relevant and competitive, Singapore’s
existing infrastructure is under continuous enhancement. Suntec Singapore unveiled a US$140 million
modernization program in June 2013, featuring
advanced technology such as a two-story interactive
digital wall along with a contemporary new façade.
The redesigned meeting venue was preceded by the
Singapore EXPO’s 2012 debut of its newest facility—the US$40 million MAX Atria convention wing,
which features 140,000 square feet of space that can
accommodate more than 3,500 people in a variety of
versatile spaces con igured for the different needs of
meetings, conferences and exhibitions. Meanwhile,
the two integrated resorts, Marina Bay Sands and
Resorts World Sentosa, remain attractive with their
ballrooms that offer nearly 65,000 square feet of
unobstructed views.
Singapore’s meeting facilities are further complemented by new accommodations; ParkROYAL at
Pickering made its debut in early 2013 with 16,000
square feet of sky gardens replete with re lecting
pools and waterfalls as well as green features such
as rainwater harvesting and automatic energy- and
water-regulating sensors. Equally verdant and just as
decadent is the new Garden Wing at the Shangri-La
Hotel, Singapore, unveiled as part of a US$50 million
Singapore Special Advertisement.indd 36
renovation. Located at the redesigned Garden Wing
are the new Waterfall Garden Café and Singapore’s
irst CHI Spa. Resorts World Sentosa also revealed its
own green guest quarters with the Tree Top Lofts,
two exclusive accommodation spaces nestled high
in a canopy of trees for guests to steal away from
the busy city. W Hotels also made its irst foray into
Singapore with the opening of the W Singapore
Sentosa Cove, with 240 fully wired rooms complete
with beach bars and restaurants as well as a signature SWEAT Fitness Center and Bliss Spa, located on
Sentosa Island. Additionally, Fullerton Bay Hotel Singapore’s new loating event pods have become the
irst and only customized space to be located directly
on Marina Bay. The three loating event pods are
reminiscent of trading boats docked in a modern day
setting and each come equipped with an adjoining
balcony and a rooftop space offering bay views.
With more beds comes even more to experience
in Singapore. Gardens by the Bay’s irst phase of its
groundbreaking opening consists of Bay South Garden, a horticulturally themed green space in Marina
Bay where visitors can experience changing loral
displays in the Flower Dome and a choreographed
light and sound show at the Supertree Grove. In addition to compelling dining and retail experiences, the
new Bay South Garden also offers event space in the
Flower Market and on the Main Event Lawn, which
has an the event capacity of up to 7,000 guests.
These new developments ensure that Singapore
continues to be vibrant and innovative, offering a
diverse and seamless experience to every visitor. For
more information call (212) 302-4861 or visit www.
yoursingapore.com/mice.
1/17/14 1:04 PM
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SHOWCASE
Finding the Balance Between Tech and Work 40 | Kickstarting Young Careers 42
The young delegates
are also able to build
strong foundations
for their careers by
developing contacts
with new colleagues
and potential mentors
from all across Europe,
learning how to use the
press and trade shows,
acquiring credits that
work toward the CMP
designation and earning peer recognition
with the Summer
School diploma.
WORKING IN THE
REAL WORLD
PAGE 42
MPIWEB.ORG 39
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GLOBAL NEWS FORUM
Finding Balance
Between Tech
and Work
A news forum in Seoul brings international journalists together
to address an issue we all face: How to get the job done while
staying abreast of constantly changing technology.
BY JASON HENSEL
THE SEOUL TOWER STANDS AT 777 FEET, and it’s
one of the irst landmarks visitors see when
driving into the city from Incheon International
Airport. The tower broadcasts TV and FM radio
signals from Mount Namsan across a country
that’s become a draw for meeting professionals responsible for tech events and those which
draw future-focused attendees. Consider the
Global News Forum, a meeting hosted by the
Korean Broadcasting System (KBS) in partnership with the Asia-Paci ic Broadcasting Union
(ABU).
“Seoul has a well-earned reputation for its
high-tech media industries, lightning-fast Internet speeds and highly developed content industry that made it a itting home for the Global
News Forum,” says Luke Cleary, global content
project manager in the KBS International Relations department.
The forum, which took place Sept. 5, 2013,
existed just as an idea for several years.
“In 2013, the stars aligned for us to inally
make it a reality,” Cleary says. “It’s hard to say
when preparations began in earnest, as we
had been thinking about the event for so long.
We inalized a date for the Global News Forum
around nine or 10 months in advance. The KBS
International Relations staff operated with just
under 20 personnel, but we employed a PCO to
pitch in with the details.”
More than 350 delegates attended the forum, which was held at 63 Convention Center in
the Youido Business District.
“[The center is] just blocks away from KBS
headquarters,” Cleary says. “In three years, we
have hosted many international events there,
and we have developed a strong working relationship with the management and staff. The
success of previous events there had an in luence on the decision to host the forum there.”
While an overall success, Cleary says the forum wasn’t without challenges.
“One of our greatest challenges was attracting the highly quali ied and engaging speakers
from various news organizations and new
media companies that made the conference
so worthwhile,” he says. “This was a matter of
persuasion.”
Explaining that the meeting was a novel
idea and a much-needed forum for discussions
on digital-era news gathering was a way to get
speakers and participants on board.
“Once we started con irming panelists from
major news organizations such as the BBC, CNN
International and new media platforms such as
YouTube, the rest of the program began falling
into place,” Cleary says. “We also leaned on the
40 THE MEETING PROFESSIONAL FEBRUARY 2014
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Explaining that the
meeting was a novel
idea and a muchneeded forum for
discussions on
digital-era news
gathering was a way
to get speakers and
participants on board.
rising status of KBS and Korean content around
the world—as audiences take notice of Korean
dramas and music, interest in Seoul rises as well.
Our partners in the ABU are also seeing a rise in
status and importance throughout the world’s
most dynamic region, Asia Paci ic. I think these
global trends helped immensely in the creation
of the forum.”
The Asia-Paci ic region has experienced exponential economic growth over the last few
decades, a fact which helped organizers make
the most of their limited resources.
“As media organizations around the world
tighten their belts, this is a region where the
media industry is actually expanding,” Cleary
says. “As such, established news and technology
companies had a very real incentive to join the
event to share their vision for the development
of news coverage.”
The forum was also held back-to-back with
the ABU News Group Meeting in Seoul.
“We were fortunate to have a very strong
base of highly quali ied news professional attendees representing high levels of management at broadcasting organizations throughout
the region,” Cleary says. “The caliber of our audience meant that we could promote the Global
News Forum as an international networking
event.”
The forum found success with something
that’s important at every event: face-to-face
time.
“One of our greatest successes was having
the opportunity to facilitate thought-provoking
discussion between industry leaders,” Cleary
says. “But what made the Global News Forum
truly special was the fact that our audience
consisted of working journalists from around
the world and they participated in the event in
real time using social media to cast questions
and interact with one another. We developed a
mobile site for the event that encouraged this
interaction.”
Attendee and viewer interaction was encouraged by broadcasting the entire event live
on the forum’s website (the opening ceremony was also broadcast live on KBS 1TV, a TV
channel available online in South Korea). Additionally, discussions took place through Facebook, Google+ and Twitter, where participants
submitted questions and comments during the
live Q&A sessions.
MAUREEN
O’CROWLEY
MPI Korea Chapter
“THE RIGHT
DESTINATION”
Hosting 350 international press
members put the adage “seeing is
believing” to the test. The chance
to showcase the real Seoul was an
eye-opening experience that dispelled preconceived notions and
changed their perspectives. This is
just one example of the positive
legacy of conventions for a destination—the long-lasting benefits
beyond the initial economic
impact that I am such a firm
believer in.
Cleary says it’s encouraging to see Seoul getting its due as a world-class city.
“It’s now becoming dif icult to overlook
South Korea’s contributions in information and
communications technology industries, smart
devices and cultural content,” he says. “As a public service broadcaster, KBS is really on the front
lines balancing news coverage with advances in
media technology. This was at the heart of our
theme, ‘Journalism in the Media 3.0 Era,’ and
is something all media organizations have to
address.”
THE CHANGING LANDSCAPE OF NEWS DELIVERY
39%
of respondents got news online or
from a mobile device “yesterday,” up
from 34 percent in 2010, when the
survey was last conducted.
64%
of tablet owners get news
on their devices weekly
(37 percent daily).
62%
of smartphone owners consume
news on their device weekly
(36 percent daily).
—Pew Research Center
MPIWEB.ORG 41
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ECM SUMMER SCHOOL
Working in the
Real World
How young meeting professionals from across the globe teamed up with
experienced volunteer faculty to kickstart their careers in Istanbul.
BY BLAIR POTTER
WHAT DO YOU GET WHEN YOU MIX 54 students
from 20 countries with 15 senior meeting
professionals in an educational setting? You
get the European Cities Marketing (ECM)
Summer School’s 27th edition of its diverse
educational program, held this past August
in Istanbul, Turkey.
“ECM Summer School is a unique opportunity for young professionals to attend
seminars and interactive lessons held by
senior professionals (who donate their
time as a way of giving back to the industry)
working in leading meeting institutions in
major European cities,” says course leader
Pier Paolo Mariotti, CMP, CMM (MPI Italia
Chapter), meeting manager for the Eurac
Convention Center in Bolzano, Italy. “The
faculty is formed by CEOs of major European
convention bureaus, executives of important
associations, PCOs of proven experience and
relevance and corporate planners of global
relevance and activity.”
He says these gatherings are more than
just standard classroom lessons—they are
hands-on, real-world examples explained by
senior professionals with vast experience.
“The outcomes are to acquire knowledge
and skills required for a successful career
in conference, meeting and event management; meet teachers in many professional
backgrounds who are now leaders in the
industry; get to know the role of CVBs, tourism organizations, congress centers, DMCs,
PCOs and other specialists of the meeting
industry; and participate in practical training demonstrations and site inspections,”
Mariotti says.
The young delegates are also able to build
strong foundations for their careers by developing contacts with new colleagues and
potential mentors from all across Europe,
learning how to use the press and trade
shows, acquiring credits that work toward
the CMP designation and earning peer recognition with the Summer School diploma.
42 THE MEETING PROFESSIONAL FEBRUARY 2014
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EMEC IN
ISTANBUL
“Istanbul is a major, mature
meeting destination, which
offered both faculty
and students the
opportunity to experience
best practices for our
business: a sort of ‘meeting
lab’ where everything could
be studied, researched
and tested if valid.”
Mariotti says Istanbul was selected as host
city, among other reasons, because the regional meeting industry is lourishing and the
students were able to see irst hand how large
conferences are managed—in fact, the massive FDI Annual World Dental Congress shared
dates with the Summer School.
“Istanbul is a major, mature meeting destination, which offered both faculty and students the opportunity to experience best practices for our business: a sort of ‘meeting lab’
where everything could be studied, researched
and tested if valid,” he says.
Elif Balcı Fisunoğlu (MPI Turkey Club), general manager of the Istanbul CVB, says there
are several reasons the city was a logical choice
as host.
ELIF BALCI
ALCI
ĞLU
FISUNOĞLU
MPI Turkey
ey Club
“Istanbul has hosted many important international fairs and congresses in recent years
due to its speci ic location as a central spot both
geographically and also culturally, functioning
as a bridge between Asia and Europe,” she
says. “The natural beauty of the city, its exciting scene blending modern city life and history
and its modern infrastructure make it a unique
meeting place for international congresses
and meetings. We are a very active member of
ECM and we believe in the importance of hosting sector events in our destination. Istanbul’s
geographical location and position within the
meeting sector played a key role in this.”
Fisunoğlu says hosting sector events requires a big commitment and involvement of
local industry partners.
“While planning the meeting, we wanted to
show the best hotels, the best venues, luxurious boats and upscale restaurants of the city,”
she says. “In Istanbul, we are fortunate to have
great partners and members supporting us
and all of our activities. With the great contribution of our sector partners, we were able to
show the best of Istanbul to the participants.”
The 2014 ECM Summer School will take
place August 23-27 in Genoa, Italy.
There’s still time to attend MPI’s European
Meetings & Events Conference, February
23-25 in Istanbul. Here’s a look at two of
the general session speakers, and visit
Page 27 to learn all about this year’s
Rendezvous networking event.
PETER HINSSEN is one of Europe’s
most highly regarded thought leaders on
the impact of technology on our society.
He will open up the conference discussing companies that must reboot in the
world of the “New Normal.” He will talk
delegates through how companies can
reinvent themselves to remain relevant—
redesigning themselves, resetting their
strategy and recreating their relevance.
The Opening General Session will take you
on a multi-sensory journey where you will
be able to experience change first hand.
Find your “big idea” in Istanbul by attending the Closing General Session. This
session in MPI’s popular Flash Point format
will feature two very different speakers
who will in their 15-minute presentations
share their knowledge, experience and
insight. One of the speakers is JACKIE
MULLIGAN, principal lecturer and director of enterprise at Leeds Metropolitan
University, who will take us on a journey
of future predictions. She uses one big
innovation that could transform the future
of our lives and our industry to get us
exploring and imagining how we need to
design meetings, how we communicate
and how we can get people to share.
EMEC also offers a great opportunity
to earn credits toward the CMP designation. Visit www.MPIWeb.org/EMEC2014
to learn more about the educational and
networking offerings on site, and also to
create your personalized schedule.
THE RIGHT
DESTINATION
“We are a very active member of ECM and we believe in
the importance of hosting sector events in our destination.
Istanbul’s geographical location and position within the
meeting sector played a key role in this.”
MPIWEB.ORG 43
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1/27/14 3:46 PM
SPECIAL ADVERTISEMENT
San Francisco Travel
Association
WWW.SANFRANCISCO.TRAVEL/MEETING-PLANNERS
S
an Francisco has been rolling out the green
carpet for decades to ensure that the right
environment for successful meetings includes
eco-friendly practices.
One might say that the city is LEED-ing the way.
With the completion of a $56 million renovation,
Moscone Center became the West Coast’s irst LEED
Gold (Existing Building) convention center.
San Francisco also claims these green irsts for
two existing buildings: AT&T Park is the irst major
league ballpark to earn LEED Silver and San Francisco International Airport’s (SFO) Terminal 2 is the
country’s irst LEED Gold airport terminal. And the
California Academy of Sciences in Golden Gate Park
is the world’s greenest museum, having received a
second LEED Platinum rating from the U.S. Green
Building Council in 2011.
Now’s the time to also see what’s new in San
Francisco:
• The irst of its kind in the U.S., the SFJAZZ Center
opened in January 2013.
• The Bay Lights, which premiered in March 2013,
was inspired by the 75th anniversary of the Bay
Bridge and is the world’s largest LED sculpture.
• The Exploratorium, San Francisco’s internationally
acclaimed museum of art, science and human
perception—at Piers 15 and 17—opened in April
2013.
San Francisco Special Advertisement.indd 44
• San Francisco-Oakland Bay Bridge completed a $6
billion seismic retro it in September 2013; the
new east span features the world’s largest
self-anchored suspension bridge.
• A new cruise ship terminal at Pier 27 will open in
2014.
In addition to its ample hotel supply (more than
33,825 rooms of which 20,000 are within walking
distance of Moscone Center) and more restaurants
per capita than any other major city in the U.S.,
San Francisco offers iconic attractions such as the
cable cars, Fisherman’s Wharf, Union Square and
Chinatown.
San Francisco is also taking care of the customer
well into the future. In February 2013 the San Francisco Board of Supervisors approved the creation of
the Moscone Expansion District (MED), which will
provide the majority of funding for the expansion
of the center. Moscone Center will add 350,000 to
400,000 square feet to the convention center, including 80,000 or more square feet of contiguous exhibit
space. Groundbreaking is slated for December 2014.
San Francisco also offers unparalleled access to
major destinations around the world. SFO offers
nonstop lights to more than 31 international points
on 30 international carriers. The Bay Area’s largest
airport connects nonstop with 76 cities in the U.S. on
15 domestic airlines.
1/17/14 1:03 PM
0214_045.indd 45
1/9/14 9:01 AM
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1/23/14 10:33 AM
FEATURES
“Every time
you put your
finger down,
you’re you.
Behind that
fingerprint
is a digitally
authenticated
driver’s license,
a passport and
a personalized
data quiz, as
opposed to
someone just
looking at your
driver’s license.”
BRINGING THE MAGIC
BACK TO AIR TRAVEL
PAGE 54
MPIWEB.ORG 47
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IMPACT
TED
GOES TO
How planners and suppliers team up to spread ideas worldwide—
B
ritish Columbia was looking to outdo
itself. After all, once you’ve hosted
one of the world’s largest events (the
2010 Winter Olympic Games), what
do you do for an encore?
Such a feat demanded that hospitality, tourism,
convention, incentive and governmental teams
across Canada join forces to re-imagine their region, brand and ability to elevate how ideas are
communicated at live events.
48 THE MEETING PROFESSIONAL FEBRUARY 2014
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VANCOUVER
and change the landscape of meetings and events.
BY ANDREA DRIESSEN
March 17-21, British Columbia will host what
could well be called the “Olympics of Thought”—
the meeting game-changer TED—in Vancouver
and the related TEDActive event in Whistler.
How TED2014 ended up in Vancouver is a compelling story of vision and partnership, a massive
alignment for a common cause that would help
everyone—cities and provinces, planners and
suppliers, in luential thought leaders and attendees—win.
MPIWEB.ORG 49
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A NEW HOPE
After nearly three decades of events in
California, TED organizers were ready for
a new adventure and began to covertly
consider locations outside of the Golden
State for 2014 and beyond. In exploring
what the next generation of TED could
look like, the group also started investigating which sort of destination and
venue would be the best it for their 30th
year. Meanwhile—almost concurrently—meeting professionals in Vancouver
began to talk about bringing a TED event
to their region.
“We simply wanted to be on TED’s radar,” says Claire Smith, CMP (MPI British
Columbia Chapter), vice president of sales
and marketing for the Vancouver Convention Centre. “[We thought] maybe we
could host smaller TED spin-off events.
We kept conversations alive and continued to envision a TED-British Columbia
alignment.”
Serious discussions between the convention center and TED organizers began
in spring 2012, and the notion of hosting
not just an offshoot but TED itself became
a real possibility. In preparation for this
possibility, dates were cleared, hotels
worthy of world leaders were selected
and signi icant security requirements
were arranged. All of this was done completely under the radar—only the core
team could even know the name of the
prospect.
Enter Greg Klassen, senior vice president of marketing with the
Canadian Tourism Commission and a 2013 TED attendee. Klassen’s
vision helped convert this British Columbia-only team into a nationwide alliance of convention and tourism partners from the Canadian
Tourism Commission, Tourism Vancouver, the Vancouver Convention
Centre, the Vancouver Hotel Destination Association and top hoteliers.
Then Klassen and his team took their efforts a few notches further. Applying key principles from corporate branding, they collaborated and
expanded on what this TED event in Canada would actually deliver.
Rather than just sell British Columbia as a regional tourist destination,
they thought bigger by positioning themselves as a global commerce
leader with the phrase “Business Events Canada.” Together with TED,
they see the big picture—viewing commerce, connections and innovation as global enterprises. It was in the midst of this broader brand
repositioning that TED came knocking on Vancouver’s door. Challenge
met opportunity.
The now-nationwide effort not only gave Canada’s Meetings,
Conventions and Incentive Travel division more lasting and powerful
appeal, it also speaks directly to the interests of TED attendees, who
are global business leaders, famed scientists, ilmmakers and parents
whose children attend school abroad. Rather than compete, this consortium of tourism and business partners forms a commanding and
innovative alliance—a rising tide that raises all boats, as Klassen sees it.
Hosting the 2010 Winter Olympics expanded Canadians’ sense of possibility. The array of Olympic sponsorships brought some of the highest-level corporate executives to Vancouver and Whistler four years
ago, exposing this pocket of the world to many in luential thought
leaders.
In the same way that Coca-Cola was an of icial sponsor of the 2010
Winter Olympics, Canada gains more visibility and differentiation by
securing important naming rights in their agreement with TED. So,
Klassen explains, Canadian tourism and trade show collateral will feature the TED logo and the taglines “Canada/TED host country,” “Vancouver/TED host city” and “Vancouver Convention Centre/TED host
convention centre.”
AN INSPIRATION CENTER
Suitably, British Columbia offers its own “ideas worth spreading”—a
leading eco-friendly convention center, a vibrant citizenry and business climate and a commanding landscape. Geographical, intellectual,
physical and multinational components intersect here.
Moreover, the Vancouver Convention Centre—host to MPI’s 2010
World Education Congress—was built to be more of an inspiration
center than a convention center, with loor-to-ceiling walls overlooking an inlet rimmed by snowcapped peaks and wide-open spaces that
naturally spur connections among people. All of these features conspire to inspire ideas and collaboration.
TED Curator Chris Anderson calls Vancouver “one of the world’s
greatest cities, combining a thriving culture of innovation with glorious nature.” And the organization views the Vancouver Convention
Centre as a venue that can do even more to inspire creative thinking
and dynamic ideas.
STAGING INSPIRATION
If not for the entire Canadian team’s willingness to view challenges as
opportunities, the inevitable hiccups may have led to a different outcome. For example: Anyone who’s watched a TED video knows the
event revolves around
the audience’s view of the
stage and participants’
intimate connections to
presenters.
“The TED experience
is inclusive of the speaker
and the audience, and yet
also separates the speaker
from the audience,” Klassen explains. “Clearly, staging is the crucial core of a
TED event.”
Staging in TED’s longtime Long Beach, Calif.,
venue meant a ixed theater. But the Vancouver
Convention Centre has
no stage whatsoever. So
MORE TED
INSIGHTS
For Talk Like TED: The 9
Public Speaking Secrets
of The World’s Top Minds
(March 2014, St. Martin’s
Press), Forbes columnist,
communications coach
and bestselling author of
The Presentation Secrets of
Steve Jobs, Carmine Gallo
studied more than 150
hours of TED talks and
interviewed TED speakers
to uncover top communication secrets.
KEY COLLABORATORS
Naturally, any effort of this magnitude requires a range of players. The
Vancouver team realized that to form an even more powerful alliance
and a more enticing location for TED, they needed to reach beyond the
province to shine the light not just on Vancouver and Whistler, but all
of Canada.
The TED experience
is inclusive of the
speaker and the
audience, and yet
also separates the
speaker from the
audience. Clearly,
staging is the crucial
core of a TED
event.
50 THE MEETING PROFESSIONAL FEBRUARY 2014
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1/20/14 3:07 PM
RE-IMAGINED:
TOP
TEN
TED
INNOVATIONS
FOR THE MEETING INDUSTRY
A minimalist approach to staging
that puts content in the spotlight.
A gathering that’s less a conference and more a group of related
components, all dedicated to “ideas
worth spreading.”
A showcase for how less is often
more. The maximum length of TED
talks is 18 minutes, a no-room-forfluff format that can be inserted
into almost any meeting.
A global phenomenon that repeatedly proves humans are hungry for
learning, insight and solutions.
A sweeping sharing of content and intellectual property in an effort
to spread more ideas. TED offers its talks freely under an AttributionNon Commercial-NoDerivs Creative Commons license.
An example of how one person, under a spotlight on a simple stage,
can change the world.
A popularizing of the Event Curator (from Latin curare, meaning “take
care”) represents a more intentional, centralized framing of topics by
a content specialist, rather than “design by committee.”
A curating, too, of an audience to create more event buzz and
exclusivity—in-person TED participants must “apply” to attend.
An inspiration for brand expansion. Beyond TED, there’s TED.com,
TEDGlobal, TEDx, TED Prize, TED apps, TED Radio Hour, TED Fellows,
TEDWomen, TED-Ed, TED MED and likely more to come.
An enormous, game-changing hybrid event of millions from around
the globe, as TEDsters attend in person and online.
choosing to see this as an opportunity rather than a road block, TED producers and
the Canadian team asked: How can we transform a 52,000-square-foot ballroom into
a new vision of what an event space can be? How can this blank canvas inform a fresh
approach?
That’s why the stage and many other aspects of TED are being boldly re-imagined.
While most stages, by design and necessity, are built to be multi-purpose, the new TED
stage will be tailored for an event that focuses on the spoken word. It will maximize the
audience’s experience of presenters, and allow for a range of con igurations for sitting,
listening and connecting with speakers.
SPREADING IDEAS AND INNOVATION
While the size of a TED audience is relatively small by convention standards (attendance
is capped at 1,200 for TED and 900 for TEDActive), the range of delegates, as during the
Olympic Games, is complex. Many speakers are high-pro ile, household names—or will
be when their TED talks go viral.
Like the forward motion of an Olympic downhill skier, the Vancouver “inspiration
center” in luences its convention and tourism staffs just as it inspires future convention
attendees. The momentum of visionary ideas fosters even more innovation.
So this spring, when countless ideas originate and spread from Vancouver and
Whistler, we will all see what can happen when committed teams align to a common
purpose, join forces and stage events worthy of gold medals.
Feb_Feature-Ted.indd 51
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TRAVEL
BRIN GI NG
THE
MA GIC
BA CK T O
AIR TRAVEL
Caryn Seidman-Becker wants to
ease the airport experience—
one fingerprint at a time.
BY JENNA SCHNUER |
PHOTOS BY MICHAEL BERMAN
54 THE MEETING PROFESSIONAL FEBRUARY 2014
Feb_Feature-Profile.indd 54
1/20/14 3:34 PM
aryn Seidman-Becker never thought she’d ind
herself at the airport at 4:30 a.m., watching passengers go through the security line without any
plans to go anywhere herself. But, when you
decide to buy a biometric identi ication veri ication company, that’s the kind of thing you do
if you care about the company’s success—and people’s
safety and happiness.
And Seidman-Becker cares. A lot. So much so that
after two decades working in asset management, she
sought a change.
C
“We had [previously] invested in a broad spectrum
of industries—aerospace and defense, cable wireless
and satellite, turnarounds and a lot of customer-facing companies,” Seidman-Becker says, noting that she
didn’t want that to be her whole work story. “After 17
years of picking stocks—which is incredibly exciting and
a passion—I didn’t want to die and have people be like,
‘Well, she picked really good stocks.’ I want to make a
difference.”
That difference would come with the decision to
bring Clear back to life. The original owner shuttered operations in 2009 without giving customers any notice. In
2010, Seidman-Becker and Ken Cornick bought Clear—
lock, stock and biometric readers—with Seidman-Becker
as chairman and CEO and Cornick as president and CFO.
“[We] rebuilt the systems from the ground up,” she
says. “Technology has changed a lot.”
The company’s biometric scanners make it possible
for passengers at select airports to skip out on standing
in line at security (the system is up and running at nine
airports and Clear is in discussions with many top-tier
airports to expand this year). Instead, after registering
MPIWEB.ORG 55
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with the service, Clear members
skip the zigzag lines and head
straight to a Clear kiosk. The machine veri ies their identity with a
scan of their ingerprint or iris and
through to security they go. For
business travelers also enrolled
in the U.S. Transportation Security
Administration’s (TSA) PreP program, the time from car service to
a seat at the gate is like an impossible dream made real.
Just as ATMs
eased bank visits,
biometrics may
take the sting out
of the airport
experience, giving
travelers one less
thing to worry
about.
And, since
a person’s ingerprints don’t
change during
his or her life,
registration is a
“one and done,
secure forever”
process.
Biometric
identi ication
is also a far
more secure way to ensure a person is who he or she claims as a
TSA agent eyeballs an old driver’s license photo and compares it
to someone with a new haircut or other visible changes.
“If you think about it, when you go to the airport today, they
look at you, they look at your driver’s license, they look at you,”
Seidman-Becker says. “So what are they trying to igure out? Is
your driver’s license real and are you the person on the driver’s
license?”
Clear automates the process. During registration, they digitally authenticate a person’s driver’s license and passport, then give
a personalized data quiz. After that, the kiosk takes ingerprints
and an iris image and photo. The process builds a link between a
person’s identi ication documents and biometrics.
“So every time you put your inger down, you’re you,” she
says. “Behind that ingerprint is a digitally authenticated driver’s
license, a passport and a personalized data quiz, as opposed to
someone just looking at your driver’s license. It’s the ATM machine versus the bank teller.”
About those early morning airport visits: Seidman-Becker is
there to help quell her advanced
worrying and improve the service.
She watches to make sure that everything goes well—that the machines and the process work.
“I’m a worrier by nature,” she
says. “I was a worrier before I had
three kids, and now I’m a bigger
worrier. And now I have 130 people here at the company. So I can
just keep multiplying it.”
Not a bad thing for a person
involved with security issues.
Seidman-Becker’s
devotion
to the growth and tending of Clear
isn’t just about money or building a
business for the sake of building a
business. Really, those issues don’t
even enter the conversation with
her. She’s not currently drawing a
salary from the company. Instead,
she sees Clear as a company with a
mission.
“The company through my
eyes is a way to do two things,” she
says. “Enhance homeland security
on the backend, and that’s incredibly important to me on a variety
of different fronts as an individual, as a mother, as a community
member in New York City, as an American. That’s just incredibly
important to me to know I can make a difference there. But on the
front end, it’s about transforming the way people travel, starting to
take travel into the 21st century.”
Seidman-Becker remembers traveling as a child. Her family
lived in Washington, D.C., and, before heading to the airport to ly
Eastern Airlines, her mother would have her dress up. Once at the
airport, “I put the little wings on, they gave me playing cards and it
was magical. I mean, it was magical.”
That magic has taken a hit, and getting to your destination is
no longer half the fun.
“So, how do you make that more secure and a better experience for travelers so that they want to travel more?” she asks.
“Every time they’ve tried to make it more secure it’s become more
dif icult for consumers. There are more machines—they’re bigger; they’re scarier. My son puts his teddy bear through the x-ray
machine and he’s crying. That’s not the magical experience that I
went through.”
Seidman-Becker thinks of Clear as the “ATM of identity.” Just
as ATMs took the pain in the keister out of bank visits, she believes
biometrics will take the sting out of the airport experience. Such
a consistency across airports will give travelers one less thing to
worry about.
“I want Clear to be the Starbucks of airport security—every
time you see that blue cube you know exactly what to do,” she says.
“It’s the same process every time.”
She also wouldn’t mind if it gave travelers more time to spend
at home before heading to the airport or, once inside, at Starbucks
(or other in-terminal shops) before boarding their lights.
56 THE MEETING PROFESSIONAL FEBRUARY 2014
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“There are more machines—they’re bigger; they’re scarier. My son
puts his teddy bear through the x-ray machine and he’s crying.
That’s not the magical experience that I went through.”
“Airports are spending tons of money on concessions,” Seidman-Becker says. “San Francisco’s Terminal 2 is beautiful. Lark
Creek Grill has unbelievable butterscotch pudding. If you have the
time to go and enjoy it, it’s great. If you don’t, you’ve missed the
candy store and the Lark Spur pudding.
“What’s the ideal travel experience? You come, you park your
car, you have a guaranteed parking spot or a reserved parking
spot or some app that tells you where the parking spot is so you’re
not circling, or you’re dropped off. You come through the airport.
You drop your bag at self-check because you used your biometric,
right? You self tag [the bag], you drop it off, you come through the
Clear lane…and you go on through.”
One thing Seidman-Becker didn’t account for when buying
the company was the challenge of getting airports to sign on.
Though Clear’s current focus is on its core business—expanding
the number of airports at which Clear is available—its future will
likely include expanding outside of identity veri ication for transportation.
“Every airport is different,” she says. “You need to go and talk
to them and meet with them and explain to them what Clear is
and what we do and why customers love it and why they should
have it, and it is a process. If we could snap our ingers and be
across the U.S. tomorrow, we would.”
When Clear kiosks do open at airports, customers who had
been waiting for its return welcome it with open arms. Literally.
“When we rolled out the kiosk in Orlando people were hugging us saying, ‘I can have breakfast with my daughters again on
the days that I travel.’ That’s meaningful,” she says. “I know how I
feel. I have three small kids. If I can stay at home and have breakfast, send them off to school and get on a plane, I’m a champion
that day. When I have to get up three hours in advance and I miss
that morning with my kids, I don’t get that time back.”
Clear currently has 265,000 customers. The goal is tens of
millions.
“It’s just about the cities that we’re getting into, and we’re at
that tipping point.”
MAKING A
DIFFERENCE
AT HOME
A devoted New Yorker, SeidmanBecker’s not just working to, one
day, make the local airports user-friendlier. In 2004, she launched
The Happy Elephant Foundation
to support education, health
and other community programs
throughout the city with which she’s
had a lifelong love affair (as a child
she would visit her uncle there).
She launched Happy Elephant
“to make the people who come
through this city better. Again, it’s
about where the world is going
and how we can have an impact on
it.” The foundation is involved with
several projects, including donating
resources to improve services at Mt.
Sinai Hospital’s pediatric unit and
The Young Women’s Leadership
Network, an all-girls college prep
program in some public schools.
The program, she boasts, has “a 100
percent success rate in sending
these girls to college.”
MPIWEB.ORG 57
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DEVELOPED IN
PARTNERSHIP WITH
™
MEETINGS
The latest research predicts increasing attention
to meeting design, hybrid and virtual meetings,
social media, tech innovations and the overall
health of the meeting and event industry.
2014 WINTER EDITION
Meetings Outlook-jan-24.indd 59
1/24/14 2:33 PM
MEETINGS
5%
By Elaine Pofeldt
T
he tough conditions facing meeting professionals during the
recession are slowly fading, particularly in the U.S. and Canada—
but that downturn has, nonetheless, left a
lasting legacy of challenges.
In what appears to be a leading indicator of an economic
recovery, U.S. and Canadian meeting professionals forecast a
5 percent improvement in overall business conditions in the
coming year, according to the meeting professionals surveyed
for this report. European meeting and event professionals expect to see a 4 percent improvement.
Re lecting increased optimism, U.S. meeting professionals
expect a 3.9 percent increase in meeting attendance and a 2.4
percent hike in budgets. Meanwhile, in Europe, meeting professionals forecast a 2.4 percent rise in attendance and a 1.6
percent increase in budgets.
The hiring picture is also improving, with overall employment in the meeting and event industry ticking up a bit. In Europe, there appears to be a slight decline in full-time employment, yet part-time employment and contract work ticked up.
Not surprisingly, economic uncertainty is still a worry
for many meeting and event professionals, as organizations
contend with economic instability, political logjams and government cutbacks that affect their meetings and the speed at
which they commit to budgets and contracts.
Most meeting professionals ind they have to do more with
less in today’s environment. Nearly 64 percent of respondents
found that while budget controls are getting tighter or staying
HOW’S BUSINESS?
Predictions for 2014
Overall business conditions are improving
for the meeting and event industry, and the
majority of survey respondents are optimistic about 2014. The degree and speed
of improvement vary by region and market
segment, and professionals must adapt to the
changing way people network and learn if
success is to continue.
OVERALL
BUSINESS
CONDITIONS
Ottawa
3.9%
MEETING
ATTENDANCE
2.4%
BUDGETS
the same, the pressure to innovate is rising.
Planners are often pressed into service to arrange meetings on very short notice—46 percent report that lead times
are still getting shorter; 25 percent indicate lead times are
getting longer.
“The new normal persists—it’s all still very last-minute,
with budgets released grudgingly,” said one respondent.
Against this backdrop, many meeting pros are turning to
technology to lower costs, speed up planning and enhance
the value of the programs they plan. They’re using technology to improve logistics, capture data, communicate and do
outreach. Some, particularly those in Europe, are taking a
more holistic approach to embedding technology throughout
meetings, instead of using one technology to address a single
challenge, according to the new data.
Favorable
72%
Neutral
19%
Negative
8%
More than 10% better: 13%
6 to 10% better: 22%
1 to 5% better: 37%
1 to 5% worse: 4%
6 to 10% worse: 3%
More than 10% worse: 1%
60 MPI MEETINGS OUTLOOK: 2014 Winter Edition
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33%
Corporate Meetings
Make a Comeback
BUDGET
CONTROLS
64%
MARKET
PRESSURE
2.4%
MEETING
ATTENDANCE
4%
1.6%
BUDGETS
OVERALL
BUSINESS
CONDITIONS
ON THE
RISE AGAIN
While corporate meetings haven’t
returned to pre-recession splendor,
they’re expected to make a comeback
this year—and Dallas already exemplifies this forecast.
“We’ve seen a strong return of corporate meetings to Dallas, particularly
in the last couple of years,” says Phillip J.
Jones (MPI Dallas/Fort Worth Chapter),
president and CEO of the Dallas CVB.
Thanks to the city’s reputation as
a leading business center, ease of air
travel, appealing hotels and sports
and arts attractions, he says, “It’s just a
great community to host meetings and
events.”
Showcasing corporate meeting
growth in the city, Dallas
has recently hosted big
meetings for companies
such as Novo Nordisk,
AT&T and Experian.
And particularly in the
pharmaceutical and
Domestic
technology sectors,
corporate
groups and attendees
are returning more
business has
than once, he says.
increased
Jones is optimistic
compared to
that the resurgence in
previous year.
corporate meetings
will continue to help
Dallas’ economy.
“I do think there are more and more
groups and corporations who are loosening the purse strings,” he says. “You’re
seeing more events and offsite activities
associated with corporate meetings.”
53%
Increased
Budgets
45%
No Change
in Budget
Budget Projections in 2014
Budgets have been tight in recent years,
and while a slight majority (55%) of respondents say their budgets will remain
unchanged or decrease, it is refreshing to
see that almost half (45%) expect their
budgets to increase in the coming year.
40%
Decreased
Budgets
15%
Greater than 10% increase: 3%
6 to 10% increase: 12%
1 to 5% increase: 30%
1 to 5% decre
decrease: 8%
6 to 10% dec
decrease: 2%
Greater than 10% decrease: 4%
Developed in Partnership with Dallas Convention & Visitors Bureau
Meetings Outlook-jan-24.indd 61
61
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VIRTUAL REALITY
HOW ARE YOU OR YOUR CLIENTS MOST OFTEN
USING VIRTUAL/HYBRID MEETING OPTIONS?
24%
To enhance face-toface meetings.
To keep up with the latest tech innovations, 54 percent of those
surveyed for this report are relying upon ongoing education to
stay current. And respondents are also doing more to hire people
with relevant knowledge and skills and looking to suppliers for
guidance and leadership—two trends that could place tech-savvy
meeting professionals in growing demand.
All technologies are not being embraced equally, however. Industry professionals are evaluating the ROI of new technologies
and their budgets for it, while investigating how various innovations affect speci ic demographic segments. It’s clear that meeting
professionals are looking to use new technologies to improve the
outcomes of meetings and events.
“Every touch on a mobile device is trackable, and this is yielding a wealth of information during events,” noted one survey
participant.
VIRTUAL AND HYBRID MEETINGS:
ANOTHER TOOL IN THE ARSENAL
Meanwhile, virtual and hybrid meeting solutions are continuing
to catch on, with 54 percent of meeting professionals reporting
usage—both to enhance face-to-face meetings and to integrate onsite and remote meeting elements.
Jeffrey Cesari (MPI Philadelphia Area Chapter), creative director at Shimmer Events, a full-service meeting, conference
30%
To integrate onsite and
remote meeting elements.
3%
FEAR NOT! ONLY 3% OF
YOUR PEERS ARE USING
VIRTUAL AND HYBRID TO
COMPLETELY REPLACE
FACE-TO-FACE MEETINGS.
Virtual and hybrid technologies have
been seen as a threat to our industry
for years, but most seem to be using it
to enhance rather than replace.
FULL-TIME EMPLOYMENT
ON THE JOB
Increasing
Employment Predictions in 2014
24%
Overall employment continues to gradually increase
in the meeting and event industry, with slightly greater increases in the U.S. than in Europe. The E.U. might
be seeing a slight decline in full-time employment
as of the fourth quarter of 2013, as well as a slight
increase in part-time and contract employment. The
U.S. is reporting slight increases in all areas.
No Change
59%
Decreasing
16%
62 MPI MEETINGS OUTLOOK: 2014 Winter Edition
Meetings Outlook-jan-24.indd 62
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Planning for
the Future
“We feel we have survived the recession,” says
Darren Temple (MPI Dallas/Fort Worth Chapter),
chief sales officer for the Dallas Convention &
Visitors Bureau, pointing to bookings that are up
10 percent year over year, including strength in
the corporate sector.
The Dallas CVB has estimated that the Kay
Bailey Hutchison Convention Center’s economic
impact for 2013 will be greater than $690 million,
up from $570 million in 2012. Last year, the CVB
booked 1.5 million room nights and 31 citywide
conventions—a record-breaking year.
To spark future meetings growth, the CVB has
proposed changes to the city’s convention center,
one of the 10 largest in the country.
The CVB wants to revamp the layout to make
it more conducive to how meetings are being
held today, and is considering reconfiguring
some of the building’s ballroom space to allow for
Virtual/hybrid options
To replace face-to-face
are not in use.
meeting elements.
more meeting and multi-use space.
“It’s about unique spaces
for people to collaborate—and
having the best technology
and event production and management agency in
“There’s an emavailable,” Temple says.
Philadelphia, is among those embracing the trend.
phasis
on
educaCurrently, about 20 percent of
Shimmer Events mostly works with pharmaceutical
the
roughly 1 million square feet
tion
and
ways
to
irms. Shorter turnaround times in planning meetof exhibit space in the convenings have become common in recent years, he says.
collaborate. Sometion center is available as meetWhen one pharmaceutical company hired Shimtimes that takes
ing space. The CVB is looking at
mer Events to plan a meeting for medical professionincreasing that to 40 percent.
place
in
very
small
als and opinion leaders in late December 2013 with
“We think that’s what
less than ive business days’ lead time, Cesari’s irm
environments,
meeting planners are requestsecured a property at Newark Liberty International
sometimes in large
ing,” Temple says. “There’s an
Airport in New Jersey, so it was easy for the health
emphasis on education and
environments. We
care professionals to get in and out. Because of the
ways to collaborate. Sometimes
need to offer a
short lead time, Shimmer Events arranged for a few
that takes place in very small
European-based participants to join using WebEx.
balanced plan
environments, sometimes in
“They were able to have a meeting, and a
large environments. We need to
for
each.”
productive one at that,” Cesari says.
offer a balanced plan for each.”
However, the hybrid and virtual solutions
He anticipates the final plans
DARREN TEMPLE
don’t seem to be squeezing out traditional, infor
the
building will cost in excess
MPI Dallas/Fort Worth Chapter
person gatherings. Just 3 percent of respondents
Chief Sales Officer for the
of $100 million, but believes
are using hybrid and virtual solutions to replace
Dallas Convention & Visitors Bureau
there’s sufficient demand from
face-to-face meeting elements.
big customers to support it.
As Cesari put it, “You really do lose the important
“We are seeing corporations
face-to-face interaction of those impromptu conversations you would
celebrate success again,” Temple says.
have over a coffee break.”
3%
42%
CONTINUED ON PAGE 66
PART-TIME EMPLOYMENT
CONTRACT EMPLOYMENT
Increasing
Increasing
32%
39%
No Change
No Change
61%
48%
Decreasing
Decreasing
6%
12%
Developed in Partnership with Dallas Convention & Visitors Bureau
Meetings Outlook-jan-24.indd 63
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IT’S SO LAST-MINUTE
Taking Social Media
to the Street
HOW IS YOUR LEAD TIME WINDOW
CURRENTLY TRENDING?
If you’re looking for inspiration on how to
use social media to engage with an audience, experiments by the Dallas CVB may
get your creative juices flowing.
As part of the DallasBIG campaign, a
large-scale marketing initiative that the CVB
launched in early 2013, the organization
has stationed about 25 six-foot-tall metal
letters B and G around the city, says Noelle
LeVeaux, chief marketing officer of the CVB.
Passersby pose for pictures between the
letters, in the spot that would be occupied
Lead times not
Longer lead times.
by the letter I in the word BIG.
changing.
That’s significant, because on the letter
G, one can see the Twitter hash tag for the
campaign
(#DallasBIG).
Because many
“[Our social
people have
media campaign]
taken photos
at the displays
has really engaged
and shared
the community
them on
in the way we
Shorter lead times.
social media
were hoping.”
or used them
elsewhere, the
hash tag has,
NOELLE LEVEAUX
Chief Marketing Officer for
in turn,
the Dallas CVB
appeared in
many other
places. LeVeaux says the CVB has received
wedding invitations and Christmas cards
We do not have a social
bearing the imagery of visitors posing with
media strategy.
We follow a documented
the letters.
social media strategy.
The campaign has been so popular that
it has considerably increased traffic to the
CVB’s digital properties—its number of
Facebook fans has increased 555 percent,
We rely on informal
Twitter followers have increased 92 percent
communications and
and unique visitors to VisitDallas.com have
We adapt to new options
discovery in the
jumped 62 percent.
and
techniques.
marketplace.
“It’s really engaged the community in
the way we were hoping for,” LeVeaux says.
29%
25%
46%
ALL A-TWITTER
WHAT BEST DESCRIBES YOUR
SOCIAL MEDIA STRATEGY?
16%
11%
KNOW YOUR
AUDIENCE
Attendance Projections in 2014
Most respondents predict an increase in
meeting attendance, while some feel attendance will remain flat, if not decrease.
Knowing what attendees want and need is
the focus of more and more meeting professionals, therefore content and delivery
formats will continue to be scrutinized.
25%
48%
6%
27%
1 to 5% decrease: 5%
6 to 10% decrease: 1%
Greater than 10% decrease: 0%
DECREASE
Flat (no overall change): 27%
NO CHANGE
66%
Greater than 10% increase: 8%
6 to 10% increase: 14%
1 to 5% increase: 44%
INCREASE
64 MPI MEETINGS OUTLOOK: 2014 Winter Edition
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CONTINUED FROM PAGE 63
FUTURE PROOF
DELIVERING VALUE IS KEY
Attendee needs are changing, and as a result, the bar has
been raised to create events with enriched meeting design and content to provide more value to participants.
Many meeting professionals are experimenting with
social media platforms and other technologies to do
this, and working to make meeting formats and delivery
methods more appealing to enhance the long-term ROI
We rely on suppliers for
for attendees.
guidance and/or leadership.
Experiments to achieve this goal take many forms. As one
respondent put it, “We are seeing more integrative technoloWe are employing
gy, which includes the use of tweets, texts and emails during
people with relevant
a presentation and using [other tech] to aid the presenter in
knowledge and skills.
moving, gathering and answering questions.”
Some meeting professionals are turning to technology to add to the entertainment value of events as well,
without much added cost.
David Mitroff, Ph.D., has been using Eversnap, a photo sharing application, to project live streams of photos
of attendees on walls during
We keep current
and stay educated.
events. He organizes networking events in the San
“It doesn’t
Francisco Bay area for young,
matter what
tech-savvy professionals as
your messaging
founder and chief consultant
is and who your
of Piedmont Avenue Consulting Inc. and creator of Walnut
audience is. It’s
Creek Events, which produces
finding the right and promotes both networktools to engage
ing events and social mixers.
Besides adding to the fun
with those
for participants, the app alpeople.”
lows him to include the logo
of an event’s sponsor as a
watermark, which helps to
DAVID MITROFF, PH.D.
We are
Founder and Chief Consultant of generate better ROI from the
Piedmont Avenue Consulting Inc.
evaluating
event, especially when phoCreator of Walnut Creek Events
the impact
tos get shared on social sites.
on various
He posts slide shows of event
demographic
photos
on
WalnutCreekEvents.org,
which provides an adWe are
segments.
ditional touch point with attendees after an event is over.
evaluating
“It doesn’t matter what your messaging is and who
budgets and
your audience is,” he says. “It’s inding the right tools to
estimating
engage with those people.”
ROI.
Sometimes, these experiments are done on the ly.
Cesari recalls one awards ceremony where a winner
could not attend because of a personal emergency. At the
client’s request, Shimmer Events arranged for the winner to attend via Skype. The production team arranged
for him to be visible on a giant screen in the ballroom
and to say a few words about receiving the award.
HOW ARE YOU ADDRESSING
RAPID TECH INNOVATION?
25%
28%
53%
15%
23%
Meetings Outlook is developed in partnership with
Dallas Convention & Visitors Bureau.
Meetings Outlook is supported in partnership with IMEX.
Research is conducted by Association Insights.
© 2014 Meeting Professionals International
66 MPI MEETINGS OUTLOOK: 2014 Winter Edition
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SPECIAL SECTION:
Canada
CONTENTS
PAGES 68-69
PAGE 76
Meetings +
Conventions Calgary
Centre Mont-Royal
PAGES 70-71
Tourisme Montréal
The Shaw
Conference Centre
PAGES 72-73
PAGE 78
Tourism Whistler
Metro Toronto
Convention Centre
PAGES 74-75
PAGE 77
Travel Alberta
PETER GREGUS
Managing Director
Meetings + Conventions Calgary
Canada Special Section.indd 67
“C
“Calgary
Cal
algary is a global
g
energy business center offering easy
acce
ac
cess
ss, superior
s pe
su
p ri venues and no provincial sales tax. We want
access,
me
eet
e in
ng planners
plan
pl
an
meeting
to be excited about the possibilities our city
has in store,
sto
tore
ree, and eager to be a part of it all. Attendees will
has
ast
sto
to
be astonished
by Calgary’s ambience, attractions and
attr
at
tr
attributes,
intrigued by our heritage and warmed by
o hospitality.”
our
1/27/14 9:40 AM
CANADA SPECIAL SECTION
Meetings +
Conventions Calgary
WWW.MEETINGSCALGARY.COM
I
n Calgary, the skyscrapers reach for the
limitless sky embodying the sense of energy
in this rapidly growing city. With low unemployment and plenty of space to grow, the future
is bright for this young, vibrant city. Not only a
center for the Canadian oil and gas industries,
the city is growing as a inancial center, recognized by the Global Financial Centres Index.
Calgary has the second-largest concentration
of head of ices per capita in Canada, and it is
the North American transportation hub for the
Paci ic Northwest.
Meetings + Conventions Calgary (MCC) promotes Calgary as a prime business travel destination and makes it easy for meeting planners,
corporate clients and association executives to
hold productive and successful business events.
“We are a one-stop service for meeting
planners. We take on the legwork that goes into
choosing venues and accommodations,” says
Managing Director Peter Gregus.
MCC professionals utilize in-depth expertise
to help planners evaluate meeting and accommodation venues. MCC knows Calgary best and
is there to make the process seamless, whether
Calgary has the second-largest
concentration of head offices
per capita in Canada, and it is the
North American transportation
hub for the Pacific Northwest.
it is to coordinate your requests, prepare bid
documents or assist with rate quotations or site
availability.
In 2013 MCC introduced their Ambassador
program branded “Calgary Champions.” It is
designed to encourage the selection of Calgary
by professional organizations of all kinds for
their national or international conference needs.
Heather Lundy, director of marketing and
communications for MCC, is enthusiastic about
the introduction of the Ambassador program to
Calgary under MCC’s purview: “The Ambassador program has been successfully initiated in
major business destinations around the world,
and it’s implementation in Calgary by MCC will
help to secure our city’s place as a desired destination for professional conferences of all kinds.”
Be part of the energy in Calgary, where the
pulse of commerce, culture and hospitality
beats strong.
68 ADVERTISEMENT
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CANADA SPECIAL SECTION
Tourisme Montréal
MEETINGS.TOURISME-MONTREAL.ORG
W
here Creativity Fuels Business Success.
Montréal is a fascinating landscape
of contrasts. It’s a city rich in almost 375
years of history, yet irreverently youthful; a city that
is worldly and cosmopolitan, yet unpretentious and
friendly; a city that loves to feast and celebrate, yet
is iercely creative and competitive when it comes to
business. The team at Tourisme Montréal applies this
same originality and out-of-the-box thinking to offer
meeting professionals smart, customized solutions to
ensure their event is a success story. And, once a meeting is con irmed in Montréal, the Convention Services
team rolls out the red carpet to accompany planners
from the irst site visit until the last delegate leaves,
offering the latest generation of attendance-building
tools and lots of helpful advice.
No wonder Montréal was ranked irst in North
America for international association meetings by the
International Congress and Convention Association
(ICCA), and irst in the Americas by the Union of International Associations (UIA) in 2012.*
Palais des congrès de Montréal: High Tech
and Green
Located right in the heart of the city, the Palais des
congrès de Montréal (convention center) offers a
cutting-edge technological environment with unparalleled wireless connectivity and a brand-new digital
display network. The experienced professionals at
the Palais can also help you choose green meetings
options to maximize impact, while minimizing your
carbon footprint.
By the Numbers:
Rental space: 551,520 square feet (51,280 square
meters)
Exhibition venues: 498,874 square feet (46,347
square meters)
113 rooms and venues
Up to 1,950 booths
Read All about It! Tourisme Montréal’s
Meetings Blog
Tourisme Montréal’s meetings and conventions blog
brings you the latest news from Montréal, along with
insights from industry leaders and all the latest event
technology trends. Check out the blog at meetings.
tourisme-montreal.org and sign up for the newsletter today!
Contact:
Gail Howell
Account Development
Tourisme Montréal
gail@tourisme-montreal.org
Tel: (514) 844-5400
Toll-free in North America: 1 (800) 230-0001
*Sources: 2012 data from the International Congress and
Convention Association (ICCA) 2012 and the Union of International Associations (UIA).
70 ADVERTISEMENT
Canada Special Section.indd 70
1/27/14 9:42 AM
0214_071.indd 71
1/8/14 2:43 PM
MIKE CRANE
CANADA SPECIAL SECTION
Tourism Whistler
WWW.WHISTLER.COM/MEETINGS
W
histler—it will inspire your people to
dream, to learn, to appreciate, to play
and to connect in one of the world’s most
desired destinations. It’s a place where business and
pleasure do mix, naturally. Planning a meeting in
Whistler provides a chance to dream, to excite the
next best thing, to build loyalties and friendships and
create memories.
Getting to Whistler is the ultimate road trip.
From high above snow-capped coastal mountains
and ocean jords or hugging one of the world’s most
scenic highways, an unforgettable meeting starts with
the journey here. Once here, you can ski the world’s
best slopes or shoot glacier rapids. You can melt
away at a spa or enjoy dinner with gold medal chefs.
Here you can surround yourself in 400-thread-count
sheets in the world’s inest mountain resort hotels
and zipline right into the ballroom. You can ly from
one glacier-peak to another in heels or keep your
feet irmly planted on forest pathways that lead to an
alpine village.
Time to Play
You don’t need to ski, bike or hike to get your heart
racing here. Just take a look around. The mountains,
lakes, forests, parks and alpine village mean down
time can be as active or as laid back as you like.
Spring, summer, fall or winter, there are endless
things to do for groups. A peaceful pause, a cultural
journey, a shopping safari or an exhilarating challenge, Whistler is ready to play.
Whistler Conference Centre
The Whistler Conference Centre is the ideal stage for
celebration or deliberation. With more than 40,000
square feet of versatile meeting space, they can serve
a lavorful locally inspired menu for 1,200, wire a general session for 1,500, drive a car into the ballroom,
host a production quality cover band or seamlessly
tent and cater a delicious meal. They have all the
technology, service know-how and seasoned team to
deliver. Gathering here is a mountain tradition, and
they invite you to join in their meeting legacy.
Unique Locations
Here you can meet just about anywhere—at the
unforgettable Roundhouse Lodge on Whistler Mountain, on a remote glacier peak; with First Nations
elders at the Squamish Lil’wat Cultural Centre; at the
Plaza where Olympic athletes won gold or under a
canopy of ancient cedars…and that’s just for starters.
For driving home a corporate message or celebrating
a group achievement, serious or festive, Whistler has
an outstanding array of exceptional places to gather
both in and out.
Getting to Whistler
The 75-mile trip taking just under two hours from
the Vancouver International Airport or about an
hour-and-a-half from the city center along the aptly
named Sea to Sky Highway is spectacularly scenic.
Convenient transportation service is available from
the Vancouver International Airport (YVR) and downtown Vancouver.
72 ADVERTISEMENT
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1/17/14 12:27 PM
0214_073.indd 73
1/22/14 1:18 PM
CANADA SPECIAL SECTION
Travel Alberta
WWW.TRAVELALBERTA.US
S
tand on the shoulder of Banff’s Sulphur
Mountain and take in a 360° bird’s eye
view of six mountain ranges. Picture
the whole team in cowboy hats, experiencing western hospitality irst hand at the
renowned Calgary Stampede. Shop ’til you
drop in one of the largest shopping and entertainment complexes in North America. Feel
the excitement build as teams of sled dogs
race across a frozen alpine lake. Envision your
guests under sunny skies cruising through our
famous dry powder on the slopes of any of our
six major mountain resorts.
Alberta is one of the most beautiful and
diverse places on earth—a destination that
is truly inspiring. Framed by the magni icent
Rocky Mountains to the west and the expansive prairies to the east, it is illed with unique
adventures and team-building experiences
hard to ind anywhere else.
Exceptional facilities, infrastructure, activities and natural wonders de ine the Alberta
experience.
Canadian Rockies
You’ve seen the pictures—soaring peaks, lush
mountain meadows, turquoise lakes, gleaming glaciers, towering waterfalls and wildlife
galore. The Canadian Rockies make visitors
want to stay forever.
Summer activities in our Rocky Mountain
parks include horseback riding, hiking, wildlife viewing, canoeing, ishing, rock climbing
and signature gol ing. Winter activities are all
about the snow—skiing, snowboarding, dog
sledding, snowshoeing, ice skating and canyon
ice walks.
Calgary
Bustling Business Center
You can feel the charge of entrepreneurial
energy in this thriving metropolis that attracts
innovators from all over the world. Calgary is
Canada’s second-largest head of ice city and a
global energy center where you will ind more
than 126 national corporate headquarters.
Edmonton
A Capital Experience
Edmonton’s ambition to lead as a national
events capital is evident, with the largest
convention facility in Western Canada and
more than 1.3 million square feet of convention space, city wide. Alberta’s capital city is
also home to the West Edmonton Mall. The
size of a small city, it boasts more than 800
stores and services including 10 world-class
attractions, two hotels and more than 100
dining options.
74 ADVERTISEMENT
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CANADA SPECIAL SECTION
Centre Mont-Royal
WWW.CENTREMONTROYAL.COM
C
onference by day, play by night.
If you think Centre Mont-Royal is a superb
top-performer for daytime meetings and
conferences, take a look at the way it shines by
the glow of an evening gala, cocktail reception or
concert event.
“We’re not your traditional conference facility,” says Luis Ribeiro, director of sales and business development, Centre Mont-Royal. “We’re a
diverse Montréal venue with the ability to accommodate diverse needs. Where else can a client
conduct a 600-person conference during the day
and transform the space into an entertainment
and gastronomical wonderland at night?”
No matter what the nature of your event, the
possibilities are endless at Centre Mont-Royal.
Le Grand Salon is the center’s showpiece, a
beautiful, 730-seat theater and concert hall with
outstanding acoustics.
With more than 50,000 square feet, the
impressive four-story facility boasts a wide
range of function space, all primed with superior
technological capabilities for both large and
small gatherings. The center’s foyer areas have
high ceilings and an abundance of natural lighting throughout, creating ambient and welcoming
settings.
Executive Chef Yves Malenfant heads up the
onsite catering brigade with winning accolades
for sumptuous customized menus and creative
culinary presentations. One-stop shopping at its
best!
Centre Mont-Royal is located in the heart of
downtown. By day or by bight, Centre Mont-Royal’s diverse elements make it the perfect venue
for virtually any event.
76 ADVERTISEMENT
Canada Special Section.indd 76
1/23/14 10:29 AM
Shaw Conference Centre
WWW.SHAWCONFERENCECENTRE.COM
E
dmonton, Alberta, is the ideal location for your Canadian convention or
conference. Business travelers enjoy
easy air access to a warm and welcoming
city of more than 1 million people known for
abundant culture, business and recreation
opportunities.
The Shaw Conference Centre, Edmonton’s
only downtown convention facility, places event
guests just steps away from 2,000 hotel rooms,
top restaurants, shopping and attractions. This
landmark building features an indoor atrium
waterfall and cascading glass architecture, connecting guests to stunning views of the city’s
renowned river valley parkland.
Meeting planners love our 150,000 square
feet of versatile convention, exhibition and
meeting space, including 20 breakout rooms
and 40,000 square feet of lobby space. An
award-winning culinary team, comprised
of Canadian Culinary Olympics chefs, create world-class meals for any size budget.
In-house conference services provide onestop shopping for clients including audiovisual, electrical, display services, signage,
registration and ticketing services.
Ask about the “Edmonton Advantage,” an
incentive program that makes it easier for
quali ied event planners to choose Edmonton
as their next host city.
MPIWEB.ORG 77
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There’s more to the Metro Toronto Convention Centre than meets the eye. Take our awardwinning food, for example. Not only do we offer a diverse menu to satisfy your attendees,
everything is prepared in-house with locally sourced and sustainable ingredients. Plus,
each meal is made and served by incredible staff who are as dedicated to keeping your
water glass full as they are to ensuring every detail of your event is as perfect as possible.
See more of what we have to offer at mtccc.com.
LOOK CLOSER.
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SPECIAL SECTION:
Northeast
CONTENTS
PAGES 80-81
PAGES 82-83
Atlantic City
Convention & Visitors
Authority
Borgata Hotel Casino
& Spa
PAGES 84-85
Philadelphia CVB
GARY MUSICH
Vice President of Convention Sales,
Atlantic City Convention & Visitors
Authority division of CRDA
Northeast Special Section.indd 79
“Atlantic City is the only year-round, seaside destination in the
northeast with all the resort amenities a meeting planner could
want, and there’s always something new and exciting. Our
$1 million incentive program for new conventions and meetings
makes it even more attractive to bring your event here.”
1/23/14 10:15 AM
NORTHEAST SPECIAL SECTION
Atlantic City Convention
& Visitors Authority
WWW.MEETINAC.COM
F
lexibility is the perfect word to describe how
to “Do AC” when you arrange a meeting or
convention in Atlantic City, N.J. The Atlantic City
Convention Center offers 486,600 square feet in ive
contiguous halls—use just one or any combination
for a perfect it. The center’s 45 meeting rooms range
from 700 square feet to 11,880 square feet.
To help you “do” a great meeting in Atlantic City,
the Atlantic City Convention & Visitors Authority
and Atlantic City Alliance offer a $1 million subsidy
program for irst-time Atlantic City meetings and
conventions at the Atlantic City Convention Center
or at local resorts. For information, visit http://
atlanticcitynj.com/meeting_planners/incentive
program.aspx.
First-class resorts throughout the Atlantic City
area offer boardrooms with spectacular ocean views,
banquet and exhibit halls of various sizes, well-appointed breakout rooms and imaginative special
event spaces. Atlantic City’s wealth of attractions,
resorts, dining options, shopping districts, entertainment, beach activities and other amenities make it a
popular year-round destination for groups of all sizes.
Atlantic City offers 12 full-service casino resorts
with all the amenities business travelers want,
including an amazing array of dining options as well
as plenty of lounges and gathering spots.
The Sheraton Atlantic City Convention Center
Hotel is linked to the convention center with a covered skywalk and includes the Tun Tavern, Atlantic
City’s microbrewery and restaurant.
You can “Do AC” your way when it comes to
dining, too. From gourmet and steak houses to family
style restaurants, chic casual eateries, ethnic specialties or “grab and go” Boardwalk food, Atlantic City
offers a cornucopia of dining experiences.
Atlantic City has great golf, too, with more than
20 quality clubs within 30 minutes, as well as beach
and ocean activities such as ishing, boating, sur ing
and kayaking; history museums; and top entertainment throughout the city. There’s also an intimate
aquarium and a nightly 3-D light show that will
enchant you.
Shoppers will delight in the city’s expansive
retail outlet district that starts just steps from the
convention center, as well as a shopping center on an
enclosed pier and a shopping plaza that looks like an
old Havana streetscape.
Atlantic City is never at a standstill. Harrah’s Atlantic City is constructing a 250,000-square-foot meeting
facility. Bally’s Atlantic City is undergoing a $5.6
million casino remodeling project. Bass Pro Shops is
building an 86,000-square-foot “Best of Bass” Retail
outdoorsmen store. Tropicana added six new casual
eateries, and Resorts Atlantic City now features an
expansive Jimmy Buffett’s Margaritaville complex and
beachside Landshark Bar & Grill.
Contact:
Atlantic City Convention & Visitors Authority
2314 Paci ic Avenue
Atlantic City, N.J. 08401
(888) 222-3683
www.meetinac.com
80 ADVERTISEMENT
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1/23/14 10:15 AM
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1/22/14 9:00 AM
NORTHEAST SPECIAL SECTION
Borgata Hotel
Casino & Spa
WWW.THEBORGATA.COM
W
hen you need a place with a proven track
record for brilliant meetings, the smart
choice is Borgata Hotel Casino & Spa and
The Water Club. Escape, play and engage in an atmosphere where inspiration comes naturally. Whether
you’re planning an event for 30 or 3,000 attendees,
both have the service to accommodate your needs
in style. Here top-shelf amenities and superb dining
meet sophisticated and technologically rich convention facilities.
Find 70,000 square feet of lexible function space
with irst-class service and amenities perfect for any
type of seminar, from sales and executive meetings
to regional conferences, trade shows and grand
galas. Hold a large conference at The Event Center, a
column-free event space with audiovisual technology,
full banquet menu and lexible meeting functionality.
Or book The Music Box if you need stage and stadium
seating for up to 1,000 guests. MIXX, a high-energy
nightclub, can hold receptions for up to 550 while
mur.mur offers seating for up to 300.
Other unique spaces include four 1,200-squarefoot studio rooms, two executive boardrooms and
eight Tower Studios—featuring plasma TVs and
views of the Atlantic for the most intimate meetings.
A collection of ine dining partners offers private
spaces that seat 20 to 80. At The Water Club, conferences are a pleasure with 18,000 square feet of
spacious, contemporary and inventive meeting space
loaded with advanced technology. For any venue,
take advantage of in-house audiovisual equipment
and catering from the best names in the industry.
Your downtime begins with 2,800 well-appointed
guest rooms, each a stunning and sumptuous retreat.
Between Water Club at Borgata and Borgata Hotel
Casino & Spa there are so many ways for some TLC
with two spas, ive indoor/outdoor pools and ive
boutique shopping experiences. There are ive signature restaurants for the ultimate dining experience
brought to you by world-class chefs Bobby Flay, Wolfgang Puck, Stephen Kalt and Michael Schulson, along
with The Water Club’s Consultant Iron Chef Geoffrey
Zakarian—offering everything from chic Italian,
modern Japanese and upscale steaks to exquisitely
prepared seafood. Of course, the excitement never
stops at Borgata’s 161,000-square-foot casino.
Close proximity to the Atlantic City International
Airport, Rail Terminal and Municipal Bus Terminal
makes getting here as effortless as being here or
planning the perfect event. Borgata has been recognized for its outstanding work servicing meetings,
incentive travel programs, trade shows and conventions by readers of some of the industry’s most
highly regarded trade publications. Whether you’re
slated for a small or large gathering, professional
staff will assist you with all of your event planning
needs.
Connect with a Borgata or Water Club meeting
planner to bring your innovative and inspirational
gathering to life. Whatever your industry, ind all your
needs anticipated when you hold a meeting at this
fully integrated resort.
82 ADVERTISEMENT
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1/23/14 10:16 AM
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NORTHEAST SPECIAL SECTION
Philadelphia CVB
WWW.MEETPHL.COM
H
ost a record-breaking meeting in
Philadelphia, Travel + Leisure’s No. 1
city for culture in 2012, and treat your
guests to the complete package. Located in the
heart of Center City, the grand Pennsylvania
Northeast Special Section.indd 84
Convention Center—now proudly managed by
SMG, the nation’s most experienced facilities
managers—features 1 million square feet of
saleable space, the largest contiguous exhibit
space in the Northeast, 82 meeting rooms, two
1/23/14 10:16 AM
stunning ballrooms and a soaring
Grand Hall.
The PHLCVB’s Philadelphia
Sports, Multicultural Affairs and
Greater Philadelphia Life Sciences
Congresses can assist in increasing attendance and sponsorship
opportunities. The PHLCVB also
offers services like customized
microsites, targeted e-marketing
campaigns and smart incentives to
grow your meeting without raising
expenses.
Enjoy tax-free shopping
on clothing and shoes, more
than 11,000 hotel rooms and a
world-renowned dining scene in
Northeast Special Section.indd 85
one of the most walkable cities in
America.
Getting here couldn’t be any
easier. Our sophisticated transportation network links Philadelphia
International Airport, which offers
nearly 620 daily departures to 125
cities, including 36 international
destinations, and Amtrak’s 30th
Street Station directly to the convention center and downtown—all
through easy-to-access regional
rail and subway lines. Philadelphia
continues to write a vibrant story,
and we want your event to be a
part of it.
Enjoy tax-free
shopping on
clothing and
shoes, more than
11,000 hotel
rooms and a
world-renowned
dining scene in
one of the most
walkable cities in
America.
1/23/14 10:16 AM
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SPECIAL SECTION:
SMERF Meetings
CONTENTS
BRENT FOERSTER
Vice President of Sales and Marketing
VISIT Milwaukee
SMERF Special Section.indd 87
PAGE 88
PAGE 89
VISIT Milwaukee
Virginia Beach CVB
“Milwaukee has a ‘wow’ factor that meeting planners discover—
it’s an urban easy city on beautiful Lake Michigan with a RiverWalk connecting downtown neighborhoods. A variety of meeting
spaces, entertainment options, natural beauty and value make
Milwaukee just what meeting planners are looking for—
fresh, interesting and fun!”
1/27/14 4:22 PM
SMERF MEETINGS SPECIAL SECTION
VISIT Milwaukee
WWW.VISITMILWAUKEE.ORG
L
ocated on beautiful Lake Michigan and
renowned for its warm Midwest hospitality,
Milwaukee is the perfect “urban easy” meetings
destination for big-city entertainment and mustsee attractions at prices that won’t break the bank.
Experience colorful neighborhoods, award-winning
local restaurants and a parade of music and ethnic
festivals that ill our summers with nonstop fun. A
charming RiverWalk connects Old World Third Street,
celebrating the city’s German heritage, to the Historic
Third Ward, featuring lively al fresco dining, galleries
and shopping. Excursion boats beckon for a cruise out
onto Lake Michigan, and unique museums make for
memorable venues.
Experience the Milwaukee Art Museum’s kinetic
“wings,” the historical splendor of the Captain Pabst
Mansion and the renowned Milwaukee Public
Museum. The Harley-Davidson Museum and the horticultural “Domes” make for unique venues, and the
Milwaukee Public Market is your starting point for
specialty shopping in the Historic Third Ward.
To keep the momentum of a banner year 2013
going, VISIT Milwaukee is offering a $5,000-$10,000
cash incentive to groups booking meetings in the Wisconsin Center from September 2, 2014, to December
31, 2016 (certain restrictions apply). Along with cash
incentives, planners will discover that Milwaukee’s
average daily cost of irst-class lodging and three
meals is the lowest of its competitive set.
Milwaukee—if it happens, it’s here. With so much
on tap, you’ll ind it easy to create a meeting that’s
nothing short of unforgettable.
88 ADVERTISEMENT
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Virginia Beach CVB
WWW.VISITVIRGINIABEACH.COM/MEETINGS
V
irginia Beach is located
in the midst of a bustling
metropolitan area and on
the edge of a dramatic coastline,
providing the perfect backdrop
for meetings, conventions and
conferences. The city continues
to elevate its position as a top
meetings destination offering
unique venues and a wide variety
of accommodations combined
with irst-class service. In Virginia
Beach, meeting planners enjoy
the attention of a team of professionals dedicated to making every
meeting and convention a success.
From planning to post-event, the
support and experience provided
turns challenges into victories and
delegates into big fans.
With the destination’s abundant
amenities, Virginia Beach is an
excellent location for events of any
size. Boasting the irst convention
center in the country to achieve
LEED Gold certi ication for Existing
Buildings, this world-class facility
can hold any size meeting imaginable with more than 500,000 gross
square feet.
The resort city also offers a
plethora of unique options for
meeting planners such as a distinctive venue for special events at the
Sandler Center for the Performing
Arts, the cultural centerpiece of the
city. From a dramatic event in the
live shark gallery at the Virginia
Aquarium to a unique event at the
Virginia Museum of Contemporary
Art, the coastal city offers options
for every planner and is a happy
host to unforgettable events!
MPIWEB.ORG 89
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0214_090-091.indd 91
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MPI Foundation Contributors
JULY 1, 2013 - PRESENT
The MPI Foundation would like to recognize and thank the following Contributors for their donations.
Through their generosity, the MPI Foundation is able to provide MPI members and the industry at large with
professional development and career opportunities through scholarships, grants and pan-industry research.
EDUCATION ENDOWMENT CONTRIBUTORS
($25,000 and above)
EDUCATION ENDOWMENT CONTRIBUTORS
($10,001 - $24,999)
Cendyn
Hard Rock International
International Centre-Toronto
Loews Hotels and Resorts
MGM Resorts International
Newmarket International
The Parking Spot
CORPORATE CONTRIBUTORS
($1,001 - $10,000)
AC Lighting
Air Canada
Associated Luxury Hotels
International
AV Canada
Caesars Windsor
Cantrav Services
Coast Hotels
Crowne Plaza Hotels Canada
DE Systems
Dusseldorf Congress
Edmonton Tourism
Excel
Fairmount Hotels & Resorts
Fort Worth CVB
Hello Destination
IHG Canada
Marriott Canada
Meetings and Conventions
Calgary
Metro Toronto Convention Centre
M&IT
Ottawa Tourism
Palm Beach CVB
Philadelphia CVB
Sonar Mediathink
Starwood Canada
STRONCO Group
Tourism Montreal
Tourism Vancouver
Vancouver Convention Centre
Vancouver Hotel Destination
Association
Visit Orlando
Walt Disney Swan & Dolphin
PLANNED GIVING CONTRIBUTORS
Stephen Peeler
LEGACY
92 THE MEETING PROFESSIONAL FEBRUARY 2014
February Sponsors.indd 92
1/24/14 5:27 PM
MPI STRATEGIC PARTNERS
STRATEGIC ALLIANCE
SIGNATURE PARTNERS
GLOBAL PARTNERS
PREFERRED PARTNERS
MPI MARKETSMART
BUSINESS SOLUTIONSTM
ELITE PARTNERS
CHOICE PARTNERS
PREMIER PARTNERS
MPIWEB.ORG 93
February Sponsors.indd 93
1/24/14 5:28 PM
IN SUMMARY
IMPACT
TRAVEL
TRENDS
“TED Goes to
Vancouver”
“Bringing the
Magic Back to
Air Travel”
“MPI Meetings
Outlook”
By Andrea Driessen
Reading Time: 5 min.
By Elaine Pofeldt
Reading Time: 12 min.
By Jenna Schnuer
Reading Time: 6 min.
British Columbia did what many thought
was impossible: got TED to move from its
comfy home in California for the event’s
30th anniversary.
Informed by the Vancouver Convention
Centre’s Claire Smith, CMP (MPI British
Columbia Chapter), the Canadian Tourism
Commission’s Greg Klassen and others,
this story shares the incredible collaborations that had to succeed in order for such
a coup to occur—international alignment
between planners and suppliers, thought
leaders and attendees, local and national
governments.
Not to be outdone by the story of
professionals coming together, readers
will also learn about the top 10 ways TED
has innovated the meeting and event
industry.
A great idea resurrected, the biometric
Clear travel pass promises to make travel
less time consuming, safer and more
enjoyable for all travelers—business and
leisure alike.
Through this profile of Clear CEO
Caryn Seidman-Becker, discover the genuine heart behind the up-and-coming
business—and what it could mean for
you, your business and your attendees.
“It’s about transforming the way people travel, starting to take travel into the
21st century,” Seidman-Becker says. A
project long overdue.
Derived from the insight of meeting and
event professionals, this is the first edition of MPI’s quarterly look at the current and future health and trends of
the global meeting and event industry—and how that will impact your
tomorrow.
In this report, learn about the immediate future trends that will affect your
industry and why you should begin to
work with them in mind today, from
meeting design and hybrid/virtual
meetings to social media and tech
innovations.
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UNTIL WE MEET AGAIN
“There’s so much happening [that]
gender is totally taken out of [the
equation]—it’s just, ‘Can you do it?’ ...
I think the days of the ‘boy’s club’ are
long gone. We’re Gen Xers coming
up on being the leaders of this country. We’re more about production
and getting things done.”
Chef Jennifer Evetushick of The Westin Maui Resort &
Spa on women chefs in a male-dominated industry.
Read the March issue of The Meeting Professional
for an exclusive profile of Chef Jennifer Evetushick
and other women chefs making their mark in the
industry.
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