Strategic Solutions for Today's Planner
June 2013
Inside this issue:
Dare to be Different
Page 26
PM 40063056
The creativity factor
The Advantage of a Creative Mindset
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Feature story 14 The Creativity Factor The competitive advantage of a creative mindset By Sean Moon
16
contents Features 5
editor's note
8 Meeting Planner Profile
Kristin Hosie, Ruby Sky Event Planning
10
Building Buzz
First contact
By Ben Moorsom
12
BEICC Update
By Bob Parker
Under the microscope
13 Stories of Success
Brand evolution
By Keri Miller
18 Destination Profile
24 Eleventh Hour The show must go on
The Best of the West
22
CanSPEP Report
25 Sustainability
By Sandy Biback
Planning for success
23 Industry Supplier Q&A Supplier Viewpoint
By Anne-Marie de Lavison
Progress before perfection
By Judy Kucharuk
26
Venue Spotlight
By Sean Antonson
Dare to be different
Corporate Meetings & Events June 2013 |  3
editor’snote
The Joy of Creativity Corporate Meetings & Events Volume 14 Number 2 Publisher
Chuck Nervick
Managing Editor
Sean Moon
Online Editor
Steven Chester
Senior Designer
Annette Carlucci
Designer
Jennifer Carter
Production Manager
Rachel Selbie
Circulation
Lina Trunina
Directory Manager
Petra Brown
Editorial Advisory Board Doreen Ashton-Wagner, Chief Strategist & Managing Director, Greenfield-Services Inc. Sandy Biback, Principal, Imagination Meetings Jane Davies, Vice President, ZedEvents Sarah Lowis, President, Sea to Sky Meeting Management Inc. Fiona Marshall-White, Managing Director of Events, Fraser Institute Joe Nishi, Regional Director, Meeting Encore Francis Pare, Account Manager, Zeste Incentive Martin Perelmuter, President, Speakers’ Spotlight Rita Plaskett, President, Agendum Inc. Brent Taylor, Principal, Timewise Event Management Inc. Angela Zaltsman, A to Z Event Management
For advertising information Contact Chuck Nervick 416-512-8186 ext. 227 chuckn@mediaedge.ca For editorial enquiries Contact Sean Moon 416-512-8186 ext. 265 seanm@mediaedge.ca Printed and published four times per year by MediaEdge Communications Inc. Printed in Canada. Reprint permission requests to use materials published in Corporate Meetings & Events should be directed to the publisher. Circulation Inquiries 5255 Yonge Street, Suite 1000 Toronto Ontario M2N 6P4 416-512-8186 ext. 232 circulation@mediaedge.ca Corporate Meetings & Events subscriptions are available for two years: $70.00*; one year: $40.00*; single copy sales; $12.00* Outside of Canada, USA: $70.00, International: $90.00, *plus applicable taxes. Subscription entitles the recipient to four issues per year plus our Annual Industry Source Book. MediaEdge Communications Inc. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the publisher.
President Senior Vice President
Kevin Brown Chuck Nervick
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“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn't really do it, they just saw something. It seemed obvious to them after a while. That's because they were able to connect experiences they've had and synthesize new things. And the reason they were able to do that was that they’ve had more experiences or they have thought more about their experiences than other people.” - Steve Jobs, Wired, February, 1995.
O
Of all of the definitions of creativity that can be found on the internet, there are few more relevant to the meetings industry than the above words from the late founder of Apple computers. When it comes to their ability to connect the many diverse components of a meeting or event into a cohesive and functioning whole, most planners are creative geniuses. In fact there are very few professions that I know of that lean so heavily on this ability to bring order out of chaos. So how do you help a meeting or event planner become MORE creative? That was the challenge as we began planning this issue of CM&E. After all, if most of the people in this industry already know that creativity is the crux of their business, wouldn’t it be presumptuous to try and impart any wisdom on the topic through the pages of this magazine? With this in mind, we set off in search of experts on every possible facet of the planning industry and asked them about the importance of developing one’s creative strengths in order to remain competitive. What we discovered is that planners and meetings professionals can and do have a lot to learn about the creative process, no matter how long they’ve been in this business. If a planner can glean even one new idea and connect it with something they may have been doing for years, they may be well on their way to developing tremendous value for their clients or stakeholders. There have been almost as many books written on the subject of creativity as there are definitions on the internet. Hopefully in this issue of CM&E, we have been able to connect some of those ideas and expert opinions in such a way that you are able to synthesize a few new ideas of your own. Happy creating!
Sean Moon, Managing Editor, CM&E
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Hôtel 71, a four-star boutique property located in the heart Completely renovated, Hilton Québec is known for its world of Québec City’s Old Port, is the perfect location for your class service and numerous meeting facilities with natural next boutique meeting. It offers a total of 60 rooms, including lighting. It also features the largest ballroom in the city. suites supérieur and 1 amazing as lorsque 4 meeting Directly connected to the Québec City Convention Centre e logo est de9grosseur à un pouce penthouse suite, as well à utiliser le logo est de grosseur inférieur à un pouce rooms (from 400 to 1,500 sq. ft.), the outstanding onsite and steps away from the Old Town, Hilton Québec has Il Matto Italian restaurant, Clefs d’Or concierge services, the perfect location. Come meet us! complimentary espresso lounge, business centre, gym, free Wi-Fi, and the list goes on. couleur
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meetingplannerprofile
Kristin Hosie Name: Kristin Hosie Present: Senior Account Manager, Ruby Sky Event Planning Inc., Barrie, Ontario Past: Senior Summit Producer, Marcus Evans, Barbados Hospitality & Tourism Management,CMP Specialty: Strategic client relationship management, copyediting, creativity, managing the details, delivering the "WOW"
Tell us about yourself: I’m a mom and an event planner. My goal is to balance those two very important roles in my life. I love to travel and have lived in some beautiful parts of the world like Japan, Switzerland and Barbados, and visited many more. I enjoy kitesurfing, snowboarding and spending quality time at my cottage with family and friends. Tell us about your work: I’ve now been with Ruby Sky Event Planning Inc. for two and a half years in roles varying from event manager to marketing to business development, and everything in between. We are a close knit team and certainly a boutique firm in that we grow and expand with the needs of each project. We do everything from conference and meeting management, to special events, incentive travel, and with the help of our partners, décor and design and all the other details needed to pull off a flawless event experience. I personally manage all of our marketing from website design to social media. How did you get to where you are today? Heading in the direction of hotel management, I was exposed to the event management industry in University. I volunteered as a sponsorship manager for a World Tourism Day conference we hosted in my final year and was hooked. I have since been in the industry for eight years in a few different roles both in the Caribbean and Canada. My desire to travel landed me with my first job in the industry in Barbados, where I planned conferences and summits for C-level executives in a number of industries. After a few years of beach and sunshine, I left paradise to return home (crazy I know) and after a brief time with Franklin Templeton Investments, I worked with a venue downtown, The Berkeley Church. A great experience; I was exposed to wedding planning as well as more corporate special events and really learned the venue side of the business. After having a baby, I decided to move back to my hometown of Barrie, and voilà, Ruby Sky came into my life.
8 | www.corporatemeetingsnetwork.ca
There is nothing more satisfying then pulling off a complicated, detail-driven, client event from the day of the inquiry, through to the flawless execution on site. People thrive in this industry if they’re professional, detail-oriented, creative and passionate. I would like to think I’m all of these things. Why are you good at what you do? I love it! There is nothing more satisfying then pulling off a complicated, detail-driven, client event from the day of the inquiry, through to the flawless execution on site. People thrive in this industry if they’re professional, detail-oriented, creative and passionate. I would like to think I’m all of these things. What are some of the challenges you face? There is never enough time in the day. Managing your time, your clients’ needs, your employer’s needs, and your personal life is ALWAYS a challenge! Is there anything you would change in our industry, given the chance? No, I find our industry very supportive. I’ve been lucky enough to have some wonderful mentors and colleagues who make the work fun and always exciting. You never stop learning in the events industry and the challenge is what keeps you going. Walk us through a typical day at work. Conference call, proposal deadline to meet, lunch with a client, calls with suppliers, and repeat. Actually, it’s very hard to give an accurate snapshot of a workday, because there really isn’t a ‘typical’ day. Some days I could be in the office finalizing a proposal for a conference or event we’re pitching, or strategizing with suppliers for a program we’re running next month. On another day I could be on the road to meet with a current or potential client for lunch. It really varies, which is what keeps it interesting. What have been some of your biggest achievements? Getting to work on time with a toddler is always a daily achievement! In my career, achievements would include attaining a senior role within my company where I feel engaged and part of its success. Currently I am working towards attaining my CMP designation which has been a goal of mine for some time now.
What do you like best about the meetings industry, particularly in your region or city? It is always changing. There are countless options when it comes to venues, décor ideas, and entertainment and you are always learning about what’s new and unique. You can only be an expert in Toronto if you are constantly staying on top of new restaurant and venue openings, and keeping in touch with industry contacts. Who are some of your notable clients? Loblaw, nofrills, Harley Davidson, TD Bank, Rogers Publishing, Napoleon Fireplaces, Ford, GM, PricewaterhouseCoopers, Manulife Investments, CGI, The Insurance Institute of Canada are all some of the wonderful clients I’ve had the opportunity to work with at Ruby Sky. Previous clients have included Reebok, Softchoice, and many university foundations in the United States. How do you deal with the challenges of work-life balance? This has been the biggest challenge in the last couple of years for me. I have a three-year-old son, so the restrictions of daycare hours can sometimes make it a bit difficult and people are often surprised I'm able to be a single mom to a toddler AND a corporate event planner. I’m lucky to have a team at Ruby Sky who values family life and has always been very supportive. Ultimately both areas of my life are important to me. I think I’ve always had a work hard-play hard mentality making this balance very important to a fulfilling life. What are some of your most memorable events and why? One of my favourite events was a Foundations & Endowments Investment Summit which I ran for three years. This event was literally developed from an idea through to execution and remains one of the most successful conferences put on by Marcus Evans to date. I had the opportunity to write the content for this program by speaking to COO’s of some of the top foundations and endowments in North America, and created an event addressing current issues in the investment world. I managed the conference in a number of locations including Palm Springs, California, Banff, Alberta, and eventually a Latin Pensions conference in Sao Paulo, Brazil. What an opportunity to take an event global to such great success!. Corporate Meetings & Events June 2013 | 9
buildingbuzz
First Contact
Don’t Let Your Event Start at the Door It’s time to get honest about your pre-event communication. Is it more than a “save-the-date” or “register here” email? Does it break through the day-to-day clutter attendees are subjected to? Does it plant the seeds of your important messaging and put attendees in the right mindset for your event? Does it get your people excited and wanting to attend? By Ben Moorsom
Be honest. Is your teaser more than an afterthought? It’s time to turn the missed opportunity of pre-event communication into an exciting opportunity to reinforce brand messages while enticing your target audience. Attendance is just one of the results of a well thought-out pre-communication plan. Other benefits include increased interest and enthusiasm, a more dynamic means of communicating that sets you apart, and putting attendees in the right frame of mind even before they arrive at your event. Sowing the Seeds To reap these benefits, think about precommunication as an opportunity to plant the seeds of your messages with your target audience. How do you want them to approach this event? What do want them to do? How do you want them to participate? What do you want them to think about in advance? What story do you want to draw them into? By com mu n icat i ng i n wel l-pla n ned, cost ef fe ct ive a nd c reat ive ways t hose seeds will grow. Anticipation and interest
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w i l l g row. Re cog n it ion of you r eve nt, brand and messages will grow. Potential attendees become engrossed in your story a nd a nt icipat ion g rows a s wel l. T hese are the seeds you then build on at your event a nd i n post- com mu n icat ion t h at maximize your return on investment and overall results. So how do you get started? Start by identifying pre-communication touc h-poi nt s: W h at i s t he message t hat you wa nt to get across? W hat a re t he opport u n it ies for f requenc y of communication? One shot or a progressive campaign? How does your target audience get their information? Con sider t he di fferent t y pes of precommunication: • Save-the-Date – pique curiosity • Teasers – create anticipation and interest; start to plant the seeds of your messaging; promote a location/venue; reveal a keynote speaker; start a chat, or solicit information • Build Buzz – getting people talking about your event • I n v i t a t i o n – provide details; continue me s s ag i ng ; c reate a con si ste nt look promoting instant recognition for your brand/event • Drive Registration – increase the desire to attend Ensure that all pre-communication links to the bigger picture: All pre-com should
buildingbuzz
be on brand, in line with brand values, and supportive of what’s happening at the event and in post-com. Be open to Brave Ideas™ and innovative thinking: Formats like video and electronic media were once deemed too elaborate or expensive for pre-com. This is no longer the case. In fact, the use of video and various electronic and even social media pre-event is now affordable, accessible and so mainstream that there’s no excuse for not employing these tactics to boost your campaigns. Consider bringing in an agency partner to do the creative thinking for you: You have enough on your plate and agencies specialize in creating breakthrough communication that delivers results while staying in line with the overall objectives, messaging and branding of your event. Living the Life For a client who was launching a sales incentive program, Debut created a two-year long video teaser campaign called “Live the Life.” The campaign was designed to allow the viewer to put themselves into the shoes of a couple on a cruise. We crafted a carefully designed story that did so much more than any destination video could. It motivated and inspired the sales rep to want to achieve their targets and quality for this program by constantly reinforcing that they too could ‘Live the life’. For another client’s annual meeting, we used electronic teasers that focused on quotes from people of all walks of life from around the globe. All quotes served to start the attendees
thinking about the specific messages related to the event objectives and the brand. As part of the registration process, participants then had the opportunity to submit their own quotes in response to questions that linked back to the event messaging. These quotes were used strategically at the event, immersing the attendees further into the message. These kinds of campaigns literally start your event months, weeks and occasionally even years before the actual date. They engage attendees in ways that can’t be ignored – they don’t want to! Attendees become invested in your story, messages and brand and arrive ready to participate and in the frame of mind you put them in. That’s powerful…for your brand and for your event results. The bottom line is this: If your event starts at the door you’re missing out on a valuable opportunity to increase awareness, excitement, attendance and return on your event. Ben Moorsom is President and Executive Creative Director at Debut Group, an agency that specializes in corporate business communication and events across North America. Since 1997, Debut has pioneered new ways of delivering content and has mastered the art of creating greater perceived production value for their clients. For more information on how Ben and his dynamic team of communication and production veterans deliver better results by producing bold creative that is strategically grounded, emotionally engaging, and flawlessly delivered to meet any clients budget visit Debut at www.debutgroup.com.
Corporate Meetings & Events June 2013 | 11
BEICC U p d a t e
Under the Microscope
Announcing the launch of the Canadian Economic Impact Study 3.0
By Bob Parker, Chairperson BEICC
This spring marks the official kick-off of the production of the Canadian Economic Impact Study 3.0 and will commence a year-long study initiated by MPI Foundation Canada to measure the impact of meeting activity on Canada’s economy. Bringing together project partners Maritz Canada, The Conference Board of Canada, The Canadian Tourism Human Resource Council and Greenfield Services, CEIS 3.0 will be the continuation of the benchmark Canadian Economic Impact study initiated in 2008 and updated in 2009. The previous studies were the first to quantify the multi-billion dollar contribution of meetings activity to the Canadian economy, and to detail the meetings sector industries using world tourism organization guidelines. These st udies reported meetings activit y created the equivalent of more than 550,000 full time jobs, generated more than $32 billion per year in direct contribution in GDP and, for all levels of government, more than $14 billion in tax revenues. As you can see, meetings mean business… big business! CEIS will continue to quantify the value delivered by the business events industry to their communities’ economy and recognize the meetings sector as a distinct and significant economic activity within the Canadian economy. CEIS 3.0 will springboard off the original national CEIS to include regional reporting, which will be valuable to meetings-related business decisions at the provincial and local destination levels. New study methodology will be based on a combination of the original survey research and economic modeling. Data will include measurements of revenues and expenditures both from the demand side and the supply side of the meetings sector. Delegates, exhibitors, speakers, meeting organizers, venue managers will be among the constituencies polled. Beyond meetings, the study will also address the share of gross domestic product, employment, salaries, wages, and taxes and will demonstrate its importance in delivering educat ion a l prog ra m s i n env i ron ment a l ly sust a i n able practices. This project is scheduled for completion in 2014. Findings will be shared with meeting professionals, the broader tourism sector, government agencies, and general public. Such a monumental i n it iat ive would not be possible without the support of committed sponsors for which much gratitude is owed. Thank you to all who have and those who will continue to work on this study, as well as the project management team. By spring 2014, we can look forward to seeing the results of what we truly mean to our communities across Canada. 12 | www.corporatemeetingsnetwork.ca
(Above text adapted from official launch video by Rita Plaskett, Past Chair-BEICC, and Chair-CEIS 3.0) BEICC Strategic Plan At the begin ning of the year, the board of directors for BEICC (Busi ness Events Indust r y Coalit ion of Ca nada) met to renew and refresh its strategic direction under the capable facilitation of Karyn Drumble, owner and principal consultant of The Monarch Park Group based in the Toronto area. Karyn guided the board through a series of discussions focused on bringing alignment around a clear purpose and direction for BEICC. As a coalition of diverse interests within the meetings and events industry, this important discussion was extremely insightful, and will serve as the foundation for future initiatives that BEICC will undertake on behalf of its members and the industry in general. As a result of this planning session, the board developed this purpose statement: “Our purpose in the Canadian Business Events Industry is to be an organization that is a clear, concise and accurate information platform, promotes and communicates, is an external and internal voice of and for the industry, engages in advocacy, and identifies trends in the business events industry, on behalf of our association members and their constituents.” This statement will serve as the foundation piece around which the rest of the plan will be developed. When the final plan is approved by the board of directors, you can anticipate the implementation of initiatives and partnerships that will drive home the value of meetings and events within the Canadian economy. We look forward to involving and engaging more members a nd volu nteers i n t he i mporta nt advocac y work of t he Business Events Industry Coalition of Canada.
Bob Parker is chairperson for BEICC, and representative member of CAPS (The Canadian Association of Professional Speakers) where he is the National President-Elect. He has worked in this industry for over 20 years as a thought leader on building high performing cultures and teams. You can contact him at bob@bobparker.ca, or info@beicc.com.
StoriesofSuccess
Brand Evolution
The keys to respecting the past while designing for the future By Keri Miller After 10 successful years in the Canadian event industry, e=mc2 events decided it was time for a brand “refresh.” Although the original brand had significant brand equity and the core business was quite similar to what it was in 2001, a cultural shift had occurred within our walls and in the world around us. We needed to ensure our name, logo and website accurately reflected our evolution and current position in the marketplace. The original name, e=mc2 event management inc. was extremely long – a whopping 10 syllables! It also began to feel too stuffy and did not reflect the friendly reputation we had developed amongst our clients and suppliers. “When I started the company 11 years ago we were the new kids on the block and the goal of our name was to demonstrate that we were experienced event management professionals,” says President and CEO Jocelyn Flanagan. “While we are still professionals we wanted our name to convey the fun, dynamic and friendly nature of our company.” Company Evolves In addition, over the decade we had evolved into more than simply “event management.” “As our operations evolved into design, entertainment, conference and production services so did our arsenal of experience, which was evident in the diversity of the new team members we hired,” says COO Audrey Mayr. “We needed the name and brand to reflect that.” With that e=mc2 event management inc. evolved into e=mc2 events, though some clients lovingly refer to us as “e.” The corresponding new logo (still green) simplifies things while conveying the fun professionalism ‘e’ is so well known for. Capturing the Essence Second to the name and logo, developing a tagline was the most important element to our new identity. We spent hours upon hours with our internal team, our external marketing partners and our clients and vendor partners trying to capture the essence of our brand. “The Experience Matters” is an all encompassing statement that speaks not only to our collective decades of experience and to the memorable guest experiences at the events we produce, but
OLD
most importantly, speaks to the positive experience our clients and suppliers have when they work with our team. With a new name, logo and tagline, a complete website redesign was also necessary. The old website, not unlike the old brand, identified what we did in terms of operations but offered very little in terms of personality. We wanted to infuse “e’s” personality into every web visit. The new brand celebrates its first year on June 28 and we couldn’t be happier with our decision to refresh. Our brand is now a true reflection of the soul of our company, our core values, our body of work and most importantly, our people. Here are a few of “e’s” tips for a successful refresh:
1. Do your homework – Take the time to understand your existing
brand culture (internal and external) as well as your competitors’. We engaged a firm to do a full market evaluation. We also compared ourselves to our competition and embraced and showcased our competitive advantages. 2. Don’t start over from scratch – Our market evaluation told us that our brand was well-respected both amongst industry peers and clients. We needed to refresh our brand without losing all of the brand equity and recognition that we had developed. 3. Involve all employees, collaborate and create brand ambassadors – For your brand to be an expression of your organization and
culture it has to be reflective of your people. We had an employee retreat and spent the day experiencing who we were and what we wanted to be as a company; out of that we developed our four core values – together. 4. Getting “e” motional is okay – If you don’t get emotional in the process and feel a connection to the brand (both old and new) how can you expect your clients to? Let your intuition guide you. 5. Love it and Live it – Ensure all employees instantly “marry” the new brand and “divorce” the old. You will always have the memories of the way you were – but they’d better not exist on your website, email signatures or print collateral! We launched our final new brand to employees and industry in a 48-hour period. Keri Miller is Partner and Creative Director of e=mc2 events, a leading, award-winning full service event company renowned for over a decade of executing memorable experiences that matter for its clients. Featuring event, conference, and production services, e=mc2 delivers first class, creative and dynamic productions. Visit them on the web at www.emc2events.com.
NEW Corporate Meetings & Events June 2013 | 13
coverstory
The
Creativity
r o t c a F
The competitive advantage of a creative mindset By Sean Moon
In an era of shrinking budgets, dwindling timelines and an ever-expanding list of client and stakeholder demands, today’s corporate meeting and event planner is more stressed than ever before. To better cope with that stress, many planners strive to acquire the skills they need to stay at the top of their game and a step ahead of the competition. Despite a growing curriculum of postgraduate programs teaching business and management skills, however, there is an essential skill set possessed by nearly every successful planner in the industry that many believe simply cannot be taught: Creativity. 14 | www.corporatemeetingsnetwork.ca
Corporate Meetings & Events June 2013 | 15
coverstory From making the most of a meager food and beverage budget by using more seasonal and local produce to exploring un ique event venues that ca n bri ng added pizzazz without breaking the bank, planners have learned that it takes far more than a university education to make it in this business. Instead, success is often predicated on the ability to see new possibilities, do more with less and distinguish yourself or your clients from the competition. “Creativity is the descriptor by which the event industry is best known,” says Leanne Andrecyk, creative director for Halifax event planning firm ZedEvents. “It is the element that separates one meeting from the other and defines how guests and attendees will experience an event. Without it, meetings and events would become carbon copies of each other, resulting in no need for attending more than one and leaving the industry to disappear along with a formatted arena to share ideas and innovations.”
Start at the Beginning
Few would question the importance of c reat iv it y i n t he event pla n n i ng process. For planners such as Sharon Bonner, president of Bright Ideas Event Coordinators, creativity has the ability to move people beyond words and should be implemented from the very early stages of planning an event’s objectives. “Creativity bonds planners, delegates and clients,” says Bonner. “If an invite is creative with specific branding impact, g uests will remember it. And if the brand shows up at the event on all collateral, lighting effects and guests giveaways, they recognize it. Chances are they will not forget it. Creativity creates lasting impressions.” Creativity in the meeting pl a n n i n g p r o c e s s i s c r it i c a l because clients most often engage professionals to deliver what they are unable to do themselves, says Ly n n Ferguson Pinet, chief team architect of teambuilding event specialist Conundrum Adventures. It is creativity that provides the spark to make events and meetings stand out to participants and is an entirely different skill set that successful planners bring to their clients.
the enjoyable,” says Ferguson Pinet. “As people become more and more digitally connected, it becomes more challenging for meeting planners to get and keep the attention of participants. When planners truly understand the intended goals of a meeting, and are creative in achieving that goal in unconventional ways, they deliver great benefit to their clients. “Creativity is such a broad term; it definitely refers to the creativity of graphics and look and feel of a meeting, but it also means being creative with how time is utilized and how people can connect and engage in unique ways.” Like most attributes of success, being c r e at ive come s w it h it s ow n s e t of challenges, from figuring out how to conjure something out of nothing with the barest of financial or other resources to choosing event themes, décor and food that will appeal to a wide cross section of delegates. It also involves balancing a number of different approaches and mindsets such as innovation and critical thinking.
Balanced Approach Needed
“Creativity isn't just about coming up with new ideas,” says Dana Zita, president of aNd Logistix. “The process may start with imagination, but the critical thinker in me then takes over to see if the idea is viable: Will it work within the client’s budget? Will it work within the limitations of the venue space? Will it provide benefit to the client’s objectives? Will attendees enjoy it?” “Budget, location and availability of resources are problematic in that these a rea s m ay somet i mes l i m it c reat ive options from an execution point of view,” says Andrecyk. “However, the biggest challenge is a closed mind not willing to think outside the box. This state of mind is highlighted in such road blocks as ‘It has always been done that way’ or ‘our Board of Directors are a conservative bunch.’ People sometimes make the mistake of assuming they know what people want without actually asking the question.”
Inherent Ability
Another key question is: Can creativity be taught? While some might be unclear as to the answer, industry professionals such as Zita believe that creativity is an ability inherent in everyone and is a quality that can be encouraged and Transformative Events “Creativity can turn the mundane into fostered. Still others say there are 16 | www.corporatemeetingsnetwork.ca
definite s k i l l s that planners should be looking to acquire in order to become a more creative planner. “Skill sets such as being resourceful, being a good researcher (knowing the internet inside and out) and awareness make a creative event planner,” says Bonner. “Also, you must ‘tune in’ to your target audience. For example, you could plan a super creative “Martha Stewart craft style” of event only to discover that the guests are environmentalists who spend their days working in the jungles and fields. They have no interest in working with a glue gun so all of your creative planning is not as effective as it could be.” Andrecyk agrees, adding that reading and research to maintain a constant awareness of what is new and trendy is easily accomplished with industry related publications, blogs and social media. “The event industry is one of the fastest growing amongst Generation Y/Millennials and with that is a proliferation of a variety of courses, diplomas and certifications that can provide new skills or knowledge and credibility amongst clients,” says Andrecyk.
Creative Opportunities
Once armed with a set of creative skills and a willingness to think “outside of the box,” planners can then focus on the many diverse components of their meetings. From choosing the right entertainment options to selecting speakers to taking advantage of the latest technological de ve lo p m e nt s i n t h e aud io -v i s u a l department, planners have plenty of opportunity to flex their creative muscles. “Creativity is what leaves a lasting impression and creates that memorable experience for all the right reasons,” says Goldie Marks, owner of Hollywood He ave n E nt e r t a i n me nt i n Tor onto, which specializes in providing celebrity
impersonators popular at many corporate and social events. “Events are often very predictable but at Hollywood Heaven, we change all that. From being greeted at the front door by a Joan Rivers or Austin Powers lookalike, to having your caricature done, or learning magic tricks from a strolling magician, you have already just created some sort of unexpected excitement.” W hen it comes to h i ri ng a speaker for an event, many clients say they want creative “outof-the-box” speaker ideas, and yet no one wants to roll the dice with a speaker, according to Martin Perelmuter, president and co-founder of Speaker’s Spotlight.
teleconferencing, are providing a wide variety of options to planners looking for more creativity in their events. “S o p h i s t i c at e d aud i e n c e s e x p e c t information to be presented in a dynamic and highly visual way,” says McCarthy. “Good AV technology adds impact and force to the delivery of the message. If done poorly it can be distracting and reflect negatively on the message. Good audio visual services can also be expensive and therefore good planning and thoughtful advice can ensure the AV elements complement the presentation and add real value to the audience experience.”
Undiscovered Gems
Ultimately, though, the question of what exactly makes a meeting “creative” most
“Some clients want to engage speakers who are not typically speakers, such as company CEOs or celebrities, which is also inherently risky, especially if speaking is not a priority for that individual,” says Perelmuter. “The challenge is to find speakers who are not over-exposed to your delegates, and yet have a proven track-record of excellence. There are many undiscovered gems currently on the fringe of the speaking world, and a big part of our job is to know who they are, and discover tomorrow’s stars, today.” Perelmuter also believes that because audiences are more sophisticated than ever before, meeting and event planners need to think creatively in order to keep them engaged. This not only applies to the type of speaker selected, but also to the format used at the event. “Many people now watch TED videos for education and entertainment, and expect the speakers they see at conferences to be of similar calibre,” says Perelmuter. “More and more people are ‘tweeting’ at events, making it more difficult than ever to get and keep an audience’s attention. What worked five years ago, may no longer work today, and the choice of speaker is critical to ensure that your events stay relevant.”
Keep the Audience in Mind
Similarly, planners also need to keep their specific audience in mind when planning for the audio-visual portion of events. Cal McCarthy, president of SW Audio Visual in British Columbia, says new developments in technology, such as audience response systems and increasingly affordable webcasting and
Subjective Experience
often depends on whom you ask, says the Idea Factory’s Ed Bernacki, author of the books How to Get the Most Value From Your Next Conference and Seven Rules for Designing More Effective Conferences. “Normally we talk about creativity to solve problems in ways that add value,” says Bernacki. “It is hard to suggest ideas to make conferences more creative until we have a sense of what this means. It seems to me that the truly creative meetings involve redesigning the shape of the content and how speakers and participants engage. . . Some of the most interesting conferences focus on making the participants more creative in the way they participate in the conference,” says Bernacki. “The goal is to prompt participants to leave the event with more creative ideas.”
XD Means More Than Memorable Today's event professionals are constantly pushing the boundaries of innovation and creativity to create memorable event experiences. While talent and intuition go far, utilizing an experience design (XD) methodology is a valuable way to take something we have always cared about and apply tools and processes to make it happen. XD as a principle is more about design thinking then it is about pure event design. Like all good design, XD starts with establishing a deep understanding of those we are designing for. First, there is an understanding of the event objectives followed by an essential step of audience profiling. It means understanding the audience as real people with real interests, not just seeing them as targets for brand impressions or a set of demographic statistics. Starshot’s XD method follows the basic stages shown below to create events that grab the audience at an emotional level. Event Briefing The root of every great event can be found in the original brief. A thorough brief will explore the current reality and envision and new future. It outlines the business requirement and the constraints while also providing the meeting and event planner an opportunity to challenge and question. Audience Snapshot We need to pay closer attention to the audience beyond simply accepting generic profiles at face value. Taking the time to research the audience is essential and event professionals must consider the full range of influences and motivators, barriers and opportunities, as well as identifying potentially effective and non-effective event concepts. Journey Map This is where we deconstruct an event and highlight the potential moments of truth of the the audience experience. It evaluates event lead-up,
registration, confirmations, social media linkages, the entire onsite event experience, and all planned post-event activities. Concept Development Coming up with new ideas often depends as much on discipline as it does on creative serendipity. A disciplined process will cultivate the most innovative brainstormed concepts, combines them with the vision outlined in the event brief, and builds out concepts that measure well against practical business logic. Client Co-creation This critical stage of XD solicits stakeholder participation to review assumptions, personalize the event, and establish creative and budget constraints. The goal here is to establish a sense of joint-purpose on your events, where feedback and the final vision are shared between event planner and client. During the co-creation stage, the following steps are essential: • Review event and audience assumptions with client stakeholders • Offer choices and options to personalize the event • Build resource requirements based on event and budget constraints • Set timelines for event milestones • XD Event Blueprint The very last step is the delivery of an XD Blueprint that details the creative vision of the event and also factors in the practical constraints necessary to turn concept into reality and sets the benchmarks for measurement and analytics. Brad Friesen is Managing Partner of Starshot, an event marketing agency based in Toronto and Chicago that embraces design thinking process to help clients build market advantage. For more information, visit www.starshot.com
Corporate Meetings & Events June 2013 | 17
d e s t i n at i o n p r o f i l e
Best of
the West From outdoor adventure to metropolitan magic, British Columbia relishes its role as one of the world’s premier meetings destinations.
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Vancouver
With t he e c o n omy s t i l l i n r e c ove r y mode, meeting planners worldwide are more conscious than ever of choosing c o n f e r e n c e d e s t i n at i o n s t h at o f f e r the best value in terms of dollars and partnership. For many, that means opting for cities that are easily accessible, offer meeting spaces that can accommodate a range of attendee numbers and tastes, and provide year-round activity options for pre- and post-conference gatherings. That’s a lot to ask of one city – but time and again, Vancouver has achieved top ranking in almost every category. Vancouver has evolved from small logg ing town to a world-class t ravel destination, thanks in part to a location that’s equally distant between Europe and Asia. Vancouver is also known as a green city, featuring one of the smallest carbon footprints of any major city in
North America and known for pioneering innovative sustainability programs like Green Peace and OceanWise. Of course, meeting venues are the name of the game and though the city offers plenty of unique spaces, there are several that scream “Vancouver”: the cliff-facing Capilano Suspension Bridge Park reception deck; the majestic Timber Room atop Grouse Mountain; and the Vancouver Art Gallery, housed in a turnof-the-century courthouse. But the Grand Dame of all meeting sites is the award-winning Vancouver Convent ion Cent re (VCC), the cit y’s f lagsh ip convent ion fac i l it y a nd t h e f i r s t i n t h e wo rld t o b e L E E D Platinum-certified. Centrally located o n d o w n t o w n Va n c o u ve r ’s s c e n i c waterfront, the VCC offers 466,500 sq.ft. of meeting, exhibit and function space along with gourmet cuisine.
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Credit: Tourism Vancouver/Robert Kent
Credit: Tourism BC/Tom Ryan
Credit: Tourism BC-Albert Normandin
Credit: Vancouver Convention Centre
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Accommodations Abound Hotel properties that are particularly popular among convention groups include the Fairmont Pacific Rim (recently named one of the world’s best hotels by Conde Nast Traveller) and the luxuriously appointed Metropolitan Hotel Vancouver. Of course, with 13,000 hotel rooms in the city’s downtown core and a number of properties catering to business travellers, delegates have plenty of choice. Eating in Vancouver is a food-lover’s delight, w it h newer restau ra nt opt ion s t hat i nclude Hawksworth (named the best new restaurant in Canada by Macleans magazine) as well as timeless favourites such as Raincit y Grill, C Restaurant and CinCin Ristorante. Group activities in Vancouver cater to all interests, ranging from delegate-focused spa treatments to kayaking excursions and cycling tours. But the best part of meeting in Vancouver? It’s a proven attendance-booster: according to a Tourism Vancouver poll, groups that meet in the city see up to 10-per-cent increased attendance than the previous year. And that means registration revenues go up, tradeshow exhibitors enjoy more traffic and delegates benefit from increased Corporate Meetings & Events June 2013 | 19
networking opportunities. With all that to offer and more, what’s not to love about Vancouver? For more i n for mat ion, visit www.tourismvancouver.com.
Kamloops
Known as the best place to let loose and just play, Kamloops certainly has seen increased awareness in recent years, emerging as a strong contender for those looking for a getaway from their everyday. Centrally located between Vancouver and the Canadian Rockies, some might have thought it would be difficult for a city of 85,000-plus people to compete with sprawling urban centres for the corporate meetings market business, but quite the opposite is true. Meeting and event planners have been taking a serious look at Kamloops which has emerged as a g reat meet i ngs opt ion partially because of its not-so-big-city feeli ng, but pri ma rily for its wa r m, welcom i ng people, d iverse outdoor activities and just the right amenities required for hosting a winning meeting. As a city that’s vibrant, active and always on the move – there have been many changes over the past several months that have 20 | www.corporatemeetingsnetwork.ca
significantly changed Kamloops’ dynamics. A number of major downtown hotels are currently going through significant upgrades to their facilities. The newest overall build in the downtown core is the Sandman Signature Hotel, a six-storey hotel which will have 202 guest rooms, meeting rooms, swimming pool, 223 parking spots and two restaurants, all opening this year. There’s also the refreshingly contemporary look and feel of the newly renovated Coast Kamloops Hotel & Convention Centre, one of the city’s largest and most popular venues for conventions and weddings, which has 202
guest rooms on-site and over 23,000 sq.ft. of meeting space for up to 800 attendees. The South Thompson Inn & Conference Centre capitalizes on its tranquil, Kentucky-style ambience on 55 acres with expansive views of the South Thompson River. Not only does Kamloops have the meeting venues to facilitate meeting sessions themselves, but also the venues for postmeeting activities. Delegates continuously rave about the Sunmore Ginseng Spa and their tea ceremonies, ginseng factory tours and the myriad of available spa treatments for the ultimate in relaxation. Progressive dining experiences are popular, as are the self-guided walking Brew Tours around downtown Kamloops. “Our goal is to make planning your next meeting in Kamloops easy,” says Lisa Strachan, Destination Marketing Manager, Meetings & Events, Tourism Kamloops. “Our team can easily provide customized information required for making your decision on hosting your next meeting or event in Kamloops.” For more i n for mat ion, visit www.tourismkamloops.com.
Credit: Tourism Kamloops-Kamloops Heritage Railway
Credit: Tourism Kamloops-Gilles Marcotte
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Richmond is the first and last place you see when you fly to British Columbia's West Coast. Situated where the Pacific Ocean meets the Fraser River, it is a city full of surprises. With its waterfront boardwalks and seaside trails, mountain views, vibrant Asian culture, national historic sites and whale-watching and winery tours, Richmond is a unique thriving multicultural city where the Far East meets the Canadian West Coast. Home to the award-winning Vancouver International Airport (YVR) and located 25 minutes south of Vancouver, this city of 200,000 and its collection of hotels, are well connected via the Canada Line rapid transit system. But there’s so much more to this highly accessible city. “We recognize that budgets are tight so we make it a priority to regularly offer incentives for both meeting planners and delegates,” says Deidre DeVico, Tourism Richmond's National Sales Manager. “Currently meeting planners receive up to $2,013 in credit when they book and attendees will receive a free Metro Vancouver Attractions Pass when they book two nights pre/post meeting.” Brooke Phemister, manager of the National Conferences for the Canadian Society of Club Managers, agrees. “We selected Richmond to host our conference based on the terrific services Tourism Richmond provided to us,” says Phemister.
T he c it y of fers no less t h a n 24 brand name hotels each with a suite of convention and conference hosting fac i l it ie s, f r e e a i r por t shut t le s a nd creative menu options. K now n as a g rowi ng culi nar y destination – home to more than 800 restaurants – it’s Richmond's rich Asian cult ure that will amaze you. With in a fou r-blo c k rad iu s t here a re t h re e Hong Kong style shopping malls and a d i z z y i ng a r ray of d i n i ng opt ion s showc a si ng t h e c u i si n e s o f C h i n a, Vietnam, Japan, Korea and Malaysia. There is also plenty on offer for the active minded, with 80 km of walking and cycling trails. Britannia Heritage S h ipya r d a nd t h e Gu l f o f G e o r g i a Cannery are two National History Sites found within the lively Historic Fishing Village of Steveston, a picturesque place for a stroll along the boardwalk and boutique shops. W hen t he su n set s, shoppers a nd diners head to the two world-famous Asian summer night markets. Others opt for the River Rock Casino Resort, which houses B.C.'s largest casino and the River Rock Show Theatre, a year-round stop for world-renowned touring musicians. For more on Richmond and current offers visit www.tourismrichmond.com/ meetings-groups
Credit: Tourism Richmond
Richmond
Credit: Tourism Richmond
Credit: Tourism Richmond
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Corporate Meetings & Events June 2013 | 21
C a n SPEP U p d a t e
Planning for Success
By Sandy Biback, VP Communications, CanSPEP
Continuing with its strategic plan for 2013, CanSPEP has many new options for its members, partners and the profession in general. During the 16th annual conference, held this year in Fredericton, N.B., suppliers and planners gathered from February 28 to March 2 to learn, network, make new connections, revitalize old connections and yes, have a lot of fun! Wit h a n a m a zi ng com m it tee of volu nte er s at t he hel m, t h i s yea r ’s conference theme was WIRED: Where Independents Reconnect, Energize and Discover. And we certainly did! T he fol low i ng event sy nopsi s, written by Lorne Collis, KIT Services, is a compilation of all the education and networking at the conference:
Shaping Contracts: A panel of the best in the business shared tips on reviewing contracts and deciding what is etched in stone and what can be negotiated to protect yourself and your clients.
7 S teps to G rowing Your Business by Getting Out of Your Own Way: Business
Meeting Planner Apps: Robert Thompson
coach Pat Mussieux took no prisoners as she described the barriers we put up for ourselves in our business and personal lives.
Excellence Within: Author and philanthropist
Martin Latulippe is a master of using humour to tug at your heartstrings. f rom AV Ca n ada took us on a tou r of available apps for mobile devices. Interesting tools (and toys) for your business and personal use.
LinkedIn M ea ns B u s i n e s s : C o l l e t t e
fellow planners. A great time to share our ideas and concerns.
Rob i c h e au , P r e s ide n t o f O r g a n i z e A n y t h i n g , p r o v i d e d s t e p - b y- s t e p instructions on how to stay connected.
Winning Proposals : Keith Parker of The
Web s i t e R e f r e s h : I n t e r n at i o n a l
Roundtable Discussion : Facilitated by
Proposal Cent re walked us th rough t he va r iou s s eg ment s of a n R FP to demonstrate where and how to punch up our proposals in an effort to win more business.
speaker Andy Ebon left no one unscathed as he critiqued the we b s i t e s o f w i l l i n g p a r t i c i p a n t s , p r ov id i n g t ip s f o r t r a n s f o r m at i o n from mediocre to first-class.
S eve n H u mou r H a b it s for Work p l ac e Wellness: It was hard to take humorist Paul
Building a Focused Social Media Strategy: So
Interac t ing wit h Influence : Kel ly MacDonald from Speakers' Spotlight and ethics specialist Heath Slawner demonstrated how to gain credibility.
Sustainovation: Big word...bigger message.
Huschilt seriously in this fast-paced, hilarious presentation, but the subtle messaging he left behind was priceless.
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many platforms, so little time. Andy Ebon provided his take on where we should be devoting our efforts in building a social media strategy. International Centre's Trevor Lui delivered an eye-opening wake-up call to planners and suppliers alike about the bad eco-habits
we continue to follow in our personal and business practices. Of course what would a conference b e w it hout ne t work i ng a nd fo o d. Rendezvous Fredericton and its partners set a new standard for creativity in hosting this event. From a cocktail reception at the home of the LieutenantGovernor, to a live-st ream cooking demonstration by the staff at the Delta. And how do you top the finale at the Fredericton Convention Centre? And so, now that you are exhausted from hearing about the 2013 conference, rest up and be prepared to do it all over again—and for first timers get your game on! 2014 is being hosted by Tourism Ottawa and Brookstreet Hotel. Watch for more details to come! Other News In other CanSPEP developments, we have a new vision statement which we believe tells our story. We also have a new website at www.canspep.ca and have brought a social media ambassador, Mariella Irivarren, to lead us into the social media world which allows us to reach many more people in our profession. Finally, CanSPEP has always believed in giving back and this year, for the first time, we are aligning ourselves with a single charity-Starlight Children’s Foundation (www.starlightfoundation.org). In the past we have given to a variety of well-deserving associations. This year, we are highlighting a single one at each of our events. For more information, visit www.canspep.ca.
industrysupplierQ&A
Supplier Viewpoint Penni Holdham, CSEP, Creative Director, The Display Connection Inc. Heidi Welker, Vice President, Marketing, AVW-TELAV Audio Visual Solutions
CM&E: What are some of the challenges of working in the meetings industry and how can these challenges be addressed? Penni Holdham: The c u r r e nt do -ityou r s el f t r e nd a mong eve nt a nd meeting plan ners can offer up some awkward moments that can be easily averted with full disclosure and proper communication. There is no question t h at w it h t ig hter end-user budget s, the plan ner is looking to make their pu r c h a s e s a s 'd i re c t ly' a s po s sible. Gr e ate r t ra n spa r e n c y f rom DI Y planners would be ideal. At the early stages of seeking creative support, the DIY planner is well advised to reveal up-front which products or services they can and will be securing themselves. Planners who effectively partner with t hei r 'v i sione ers' rea l i ze t he va lueadded aspe ct s a f u l ly cohesive a nd comprehensive event design offers. I believe it is the creative vision suppliers that provide the differentiation between an event and a special event. Heidi Welker: Planners are too stretched these days and more focused on the budget than the experience. They are under huge performance pressure, with lit tle t ime to spend on the solut ion, selection and buying processes. We, as audio visual partners, need to get in the door earlier with new solutions and explain our value proposition clearly. Pla n ner s wou ld e qua l ly b e ne f it by recognizing that—although some new products and services will work for them and some may not—incorporating new
solutions ultimately leads to experience enhancement for their audiences and leadership in innovation for them and the industry.
making our customer look good; and seei ng the delegates leave the event pumped with motivation and excitement because we have created a memorable experience.
CM&E: W hat a re some of t he most rewarding aspects of working in the meetings industry and why are they rewarding to you?
CM&E: What changes would you like to see take place in the meetings industry as it relates to your area of expertise?
Penni Holdham: The event industry h a s p r ov ide d m e w it h a pl at f o r m to cont i nually explore a nd discover something new. The industry stretches my imagination in ways I would never have imagined if left to my own devices. I have found great personal reward in discovering that Canadian designers and producers absolutely hold their own – and in many cases, provide leadership i n de sig n v i sion w it h i n t he g lob a l marketplace. Finally, my volunteer work in the industry has resulted in a stronger n at ion a l u nderst a nd i ng a mong ou r creative practitioners and our various industry associations.
Penni Holdham: First, please give me more time! To gain an event design that offers innovation, proper lead time is required to adequately inform the vision to ensure it is viable. Second, please let me do my job! Often the planner will pitch a creative vision without engaging a designer's support. Often, this causes a disconnect between what one might imagine compared to what is available or deliverable within the same budget. If a planner has the foresight to engage creat ive support at the vision stage, they will begin on an event path that is deliverable and stands to match the budget available.
Heidi Welker: It’s showbiz, with all the pressure, dynamism and engagement that goes with it! You get to build a tremendous sense of team with event pla n ners, you r ow n st a f f a nd ot her suppliers—t here a re ver y few ot her fields of endeavor that provide th is camaraderie. Whether an event is big or small, event planning is tremendously challenging, and it’s gratifying to see ever yth ing work as it should. There is nothing like seeing a concept come toget her i nto a n i nc red ible rea l it y;
Heidi Welker: As audio visual solutions providers, we would like to come to the table earlier in the process so that we can work effectively as an extension of an event planner’s staff and help sell the experience to their peers and colleagues. We would also like to achieve a better understa ndi ng of how our compa ny can play a key consultative role in using technology to deliver and enhance our customers’ messag i ng a nd what our frontline teams can do to further exceed their expectations. Corporate Meetings & Events June 2013 | 23
EleventhHour
The Show
Must Go On Making Mounties out of mishaps By Anne-Marie De Lavison Most meeting planners are very familiar with the stress and frustration of last-minute changes, or even catastrophes, when organizating an event. I sometimes shudder at different last-minute challenges that have cropped up at some of my very early meetings and events and wonder how I didn’t end up in intensive care. “Keep it simple” is one bit of advice I do not take lightly. It never pays to complicate things. Also, delegation is a must. I now hire leads to work on any lengthy program and review each item with a fine-toothed comb. This allows me to supervise more efficiently, make split-second decisions and solve any problems that may crop up. One of my most challenging events was a two-city, nine-day incentive. It seemed that the near disasters occurred in almost domino fashion. However, I will only tell you about the last day’s final event, involving musicians and centrepieces. Creative Misfire I have always tried to be very creative but it sometimes backfires. For this final gala, I thought of creating chocolate centrepieces. After much research and discussion with a local chocolatier, we came up with a rather complicated item con sist i ng of la rge chocolate discs decorated with the company logo traced in fine icing and surrounded by exquisitely-fash ioned sugar roses. They were gorgeous. While they were being delivered on that fatal day, I noticed that only half of them had materialized. I went in search of the delivery person and saw her sobbing in a corner of the hotel lobby. “Where are the other centrepieces? “ I asked. After much coaxi ng, she relucta ntly led me outside t he hotel. Wit h a sinking heart, I noticed a delivery van, which had just been rear-ended by a large garbage truck, straddling the sidewalk. There was a torrential downpour. I looked into the van and saw a confusion of smashed chocolate discs, and damaged roses. “Think quickly!” I admonished myself. I raced down to the hotel kitchen in search of the pastry chef. I will never forget the image of the three chefs, their chef’s hats bobbing up and down, as they ran into the street and peered into the van. “Can you fix them?” I asked. The chefs somehow managed to “glue” all but t wo of them together again and re-iced the logo. I had to buy roses and g reenery to jazz up the centrepiece from the horrendously expensive hotel flower shop. As I walked around the beautifully set tables with my lovely chocolate centrepieces, I started breathing again! The 24 | www.corporatemeetingsnetwork.ca
next day, I presented the head chef with the largest bottle of cognac I could find. Another Fine Mess At t he sa me t i me, t he 30 -pie ce RCMP ba nd t h at I h ad contracted to play at the gala backed out at the last minute. (Note to self: READ THE FINE PRINT – Their presence was suddenly required by the Governor General for some visiting dignitaries). With bated breath, I contacted one of my favorite orchestras consisting of 30 marvelously talented but VERY SHORT musicians with t winkling eyes and wide girths. Because they liked to humour me, they agreed to dress up as Mounties! As I raced from one costume rental location to another, gathering up all the RCMP uniforms we could locate, I briefly thought: “It could be worse!” It never entered my mind that the costumes might not exist. (Here is a good reason to be positive and optimistic when working in this profession.) The day of the event, the musicians all managed to squeeze into the uniforms. Luckily no one noticed they weren’t the real McCoy – although I did have to hover backstage to ensure that none of them stood up! When I thought back on the program that week, I vowed to never again let myself be bullied by a client who almost squeezed the life out of me or think that I had to re-invent the wheel. We often said yes to outlandish requests, no matter how difficult the client, how time-consuming the project. I should not have ignored the fine print on the government cont ract say i ng t hey could ca ncel t h ree days out a nd I definitely could have made my life easier by ordering lovely floral centrepieces! Anne-Marie de Lavison, B.A., M. A., has over 25 years’ experience in meeting, incentive and special event management. She co-founded JPdL and later Planet bilingual Meetings & Incentives. AnneMarie specializes in producing events locally and worldwide for the corporate and association markets, in particular the financial, manufacturing, pharmaceutical, communications and high-tech sectors. She also offers bilingual services. For more information, visit www.planetmeetings.ca.
S u s ta i n a b i l i t y
Progress Before Perfection Small footsteps keep us moving forward By Judy Kucharuk Fear is a powerful thing: Fear that we will fail. Fear that someone will judge us unfairly.
Fear holds us back. Stepping off the ledge and embracing the concept of sustainable meetings and events can be really scary. Where to begin? What do we do first? How do we convince our stakeholders, our clients, our staff? Are we doing it right? This then begs the question: What is the worst that could happen? During the opening keynote of the 2013 GMIC Sustainable Meetings Conference held April 7-10 in Chicago, Eric Ryan, co-founder of method® environmentally friendly cleaning products, reminded us of the phrase “progress before perfection.” Keep mov i ng for wa rd, embrace you r m ist a kes, lea r n from failure…..but KEEP MAKING PROGRESS! The mantra within the method® organization is “prototype, prototype, prototype”….progress before perfection. Such a powerful statement. Such a powerful business model. I was reminded of some of the (many) failures that I have experienced in my lifetime and how I have learned a valuable lesson each and every time. These failures have shaped who I am today. Failing Forward And you know what? I still experience failure……and that’s okay. It simply means I am trying. If we don’t make mistakes…. if we do not fail, we cannot improve. It is as simple as that. Progress is defined as advancing toward a goal, showing steady i mprovement. Per fe c t ion ca n b e i nter pre ted a s somehow elitist and unattainable and as a result, it naturally promotes fear within. No one i s per fe ct a nd I do not wa nt to b e per fe ct at sustainable meeting planning. Do you? Perfection means that I have abandoned learning and growing. Who wants that? Think about this: When an Olympic athlete achieves perfect scores, they do not stop training. I guess it really is about the journey, and not the destination. Perfect is boring. Perfect is lonely. I would much rather join forces with a group that is “progressing” – taking small, thoughtful steps towards sustainability without denying themselves the opportunity to try new things.
Supportive Community For many, the Green Meeting Industry Council community is that group. Supportive and knowledgeable, they embrace failure as an important learning tool. They also use strategies such as case studies, sharing best practices and sharing experiences. At the 2013 GMIC conference, attendees had an opportunity to hear from industry leaders – folks who have tested the water time and time again and are willing to share the good, the bad and the “whoopsy daisy.” They remind us that even when we do not achieve our projected target or goal, even when the outcome can be perceived by some as “less than perfect,” it is critical that we still measure it and not discount that data. All of the data is important to the bigger picture and can be used as we move forward. It becomes part of the sustainable meeting roadmap and can be shared with others. When we make progress, we build our confidence. The more con fident, the less fearful we become. We need to remember to celebrate “small wins”. Progress before perfection is a mindset that can be applied to our personal lives as well as our professional. By embracing the power of “progress,”, we give ourselves permission to take chances, try new things, function outside the proverbial box. During Eric Ryan’s keynote, we heard the words “innovation is the function of culture” and to “do things that scare you. There is no innovation without progress. Let’s keep taking those small footsteps…….
Judy Kucharuk is a green meeting specialist and owner of Footprint Management Systems Inc., a sustainable event planning and consultancy firm in British Columbia. Judy is a writer, speaker and meeting innovator, most recently co-creating and launching a new conference session style known as Bl!nk. She is currently serving on the GMIC Canada Chapter in Formation Board as the incoming President. Follow @judylaine on twitter or her blog at www.managefootprint.blogspot.com. Corporate Meetings & Events June 2013 | 25
VenueSpotlight
Dare to be Different
Sourcing a venue that’s as unique as your event
By Sean Antonson We have all attended or hosted events in traditional venues throughout the years. These events tend to blur together over time as they may be held in similar meeting spaces. Rarely does a venue “wow” us anymore, touching our senses, inspiring us with their atmosphere and ambience and creating a memorable event. These kinds of venues are, however, out there and are simply waiting to be found. Many of these distinct venues may not be marketed in the usual way or perhaps they are unaware they could be used for such a variety of purposes. T here a re ma ny locat ion s i n a l most eve r y c it y wh ic h a r e ra r e, u n ique, memorable and accessible. The right venue can infuse creativity, provide conversation, inspire collaborat ion, at t ract at tendees a nd impact the event in numerous ways. These unique venues can be cathedrals, u n ive r sit ie s, l ib ra r ie s, r e st au ra nt s, pa rk s, t heat res, m a n sion s, piers, museums or simply space that the event planner dreams could be used for their event but isn't yet sure how to source it.
Once you set out to find that special venue, the following tips may help: Web search : This is the holy grail of sourcing a venue but you have to refine your search for a unique or specific setting. Many venues won’t be listed traditionally under meetings or events as many aren't within the industry and cater to a different clientele for other reasons. Using specific key words in combination with the resources and necessities that convey your ideal venue such as: city, cultural theme, inside or outside, location i.e.: waterfront, park, seafood restaurant, marina, mountain view, etc. Specific websites : There are websites dedicated to local, nat ional a nd 26 | www.corporatemeetingsnetwork.ca
i nter n at ion a l venues wh ich a re distinctive and rare. These are great resources yet they do not encompass all venues as they tend to pay to be listed on the site. Still there are many great venues represented on these sites. Word of Mout h : When in doubt, pick up the phone or email a friendly event planner in the city you are headed to. They will be able to provide you with g uidance on those special venues in their town that outsiders are unfamiliar with. Better yet ask a bride-to-be – no one do e s mor e r e s e a r c h on ve nue s which are non-traditional than a bride. To u r i s m B u r e a u s : Tou r i sm b u r e au s a re g reat a sset s at prov id i ng event planners with potential venues. They have scoured the city for places to host meetings and events to show potential clients how special they can make their attendees feel. Conference Services Managers : A Con ference Ser vice Ma nager ma kes more recommendations to their clients in the planning process than anyone else. Speak with a CSM about a potential offsite venue which will stimulate your delegates or play to your event's theme, goals and objectives. Supplier s : Suppliers are also a g reat resource. Speak with your audio-visual, outside catering company or exhibition company and ask them where they’ve executed events.
What do your attendees want?: Engage your at tendees i f t h is is a n ongoi ng eve nt. I f you h ave t he opp or t u n it y to post a question in a survey about a venue do it. You will be surprised by the positive responses. T h i n k “ u n i q u e l y ” : Wou ld you l i ke to host an event at your cit y hall? How about your local court house? Perhaps you’ve dreamed of blocking off part of Main Street for an outdoor reception or host i ng a meet i ng i n a h istor ica l building or church. These can all be
accompl i she d a s long a s you sp ea k to t he cor re ct person. Cont act t hem directly, let them know that you will m a n ag e t h e e ve nt f r o m b e g i n n i n g to end and in form them of what you require from them. As a pa r t ic ipa nt t here i s not h i ng better than attending an event which is new, fresh and exclusive. An event held in the right surroundings can be innovative, vigorous and stimulating. T h e r ig ht ve nue c a n i n f lue n c e t h e at tendee w it h a n exper ience t hey otherwise wouldn’t have. Sean Antonson is Director, Vancouver Division, of BUKSA Strategic Conference Ser vices, a f ull- ser vice conference and e ve nt manage me nt company. T h e y produce seamless, comprehensive, worryfree experiences for conference delegates, s pe a k e rs and clie nts. Visit th e m at www.buksa.com.
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