July 2019 //
79.
www.kongres-magazine.eu www.crossover.si
CONVENTA CROSSOVER SPECIAL EDITION
24 //
2019 PROGRAMME
30 //
IN BED WITH STORYTELLERS
60 // CONVENTA BEST EVENT AWARD
CONT RIBU TORS EDITOR-IN-CHIEF // GORAZD ČAD Editor of the magazine is a geographer and historian by profession. He united his professional education and love of discovering new lesser-known meetings destinations with love and passion for the meetings industry. In meetologues he shares his enthusiasm with the readers. NATALIJA BAH ČAD // MEETINGS AND EVENT MANAGER An unforgettable member in the editorial board of travelogues. She has insight into the soul of destinations based on many years of practical experience with the organisation of events. She is interested in everything from the history, geography and destination marketing to care for the tiny little things that make the big events. MAJA MIRTIČ // EVENT MANAGER ASSISTANT A passionate communicator with great interest in international relations, diplomacy and PR, firmly believing that communication can tackle every and any, even most persistent challenge. She trusts in positive, comprehensive, consistent and competent communication. SARA TIEFENGRABER // CONTENT WRITER An enthusiastic traveller and wordsmith on a mission of taking the reader for a fascinating and enriching journey. She is inspired by the little things that go unnoticed and shares them eagerly through written word. Her motivation is driven by the belief that even something ordinary can be converted into a powerful marketing message. GRAPHIC DESIGNER // BARBARA DIMEC Visual explorer, creative problem solver, graphic designer with interest in creating innovative digital and print design solutions. Curious and always in search for new inspiration and knowledge. She strives towards positive attitude in every challenging situation with goal to translate plain information to compelling visual messages.
PUBLISHER AND PRODUCTION Poslovni turizem Gorazd Čad s.p., Kamnica 6B, SI-1262 Dol pri Ljubljani T: +385 (0)1 430 51 03 E: gorazd.cad@go-mice.eu
MARKETING Toleranca Marketing d.o.o., Štihova 4, SI-1000 Ljubljana T: +385 (0)1 430 51 03 E: gorazd.cad@toleranca.eu
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FESTIVAL OF EVENTS AND LIVE MARKETING 28th to 30th August
Learn from the best event planners in the world! Book your time from 28 to 30 August 2019 and attend the Crossover Conference in Cankarjev dom in Ljubljana. The event brings exceptional content, a great opportunity for networking as well as new inspiration and ideas for your projects. Learn more about Conventa Crossover in the special edition of Kongres magazine or visit www.crossover.si. See you at the event!
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A WORD FROM THE EDITOR
BORING EVENTS ARE A THING OF THE PAST! Awaken your forgotten creative spirit and organise events in a fresh, innovative way GORAZD ÄŒAD //
@gorazdcad
A WORD FROM THE EDITOR
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Behind every successful event is a mountain of hard work, knowledge and always just a little luck. If you’ve ever organised an event from start to finish, you will know how unforgiving the Pareto rule is. I like to summarise it as two simple rules:
What makes the event unique is the use of different methods and techniques, which put the participant and his needs at the forefront. Crossover has become a good practice case in the field of innovative event organisation and interactivity.
1. An event is 80% communication and 20% logistics or event management
Ljubljana is the perfect event venue and has advantages that you can’t find anywhere else. The results back it up, thanks also to the excellent support and cooperation from Tourism Ljubljana and all of our other partners. They help make the event happen and see it as a great opportunity for strengthening Ljubljana’s position in the industry.
2. For 20% of the event programme, we have to invest 80% of our time. In other words, for a 2-hour programme, we need at least 8 hours of preparation. Five years ago, when we brought to life the Power to the Meetings methodology and created the Conventa Crossover conference, we knew that we were opening up the stage to a new generation of events. More and more of our clients are starting to use it in practice or follow it in steps for their own projects. All of them are rewarded with excited and happy participants. The last week of August will be the official holiday for event planners. Already in its 4th edition, Conventa Crossover will be taking place from 28 to 30 August 2019 in Cankarjev dom, connecting over 150 meeting planners, project leaders, entrepreneurs, and creatives from across the industry. We accredit the event gaining a lot of traction to a completely different and relaxed approach to event organisation, which encourages networking and learning. We wanted to create an atmosphere where participants aren’t afraid to tug at a speaker’s sleeve, have a chat, or even pitch a great idea. The leitmotif of this year’s event will be answering the never-ending question of: “What works in event planning and why?” We will be busting myths about introverted participants, learning about the relationship between brands and events, finding out more about the hottest hotel stories in the region, and listening to good practice cases of the best event planners in the world. Rounding off the exciting programme will be the Conventa Best Event Award and the announcement of its winner.
As we believe that you can learn the most by listening to masters of the craft, we have invited 16 rock stars of the international events and marketing scene to Ljubljana. You can read more about them in this special edition of Kongres Magazine in front of you. See you at Crossover! With kind regards, Gorazd Čad Co-founder of the Conventa Trade Show
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WHY CROSSOVER
If you are sure you know all the locations for organizing events and have all the ideas and contacts of the needed key partners, then you need to read no further as you apparently have everything sorted out. But those of you who believe that you still have room for improvement, we kindly invite to our Conventa Crossover conference, the festival of events and live marketing, where the leading regional event organisers will gather. We organise Crossover with love for events and for stories which our guests from all over Europe will share with us. The event brings exceptional content, a great opportunity for networking as well as new inspirations and ideas for your projects.
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10 WHY CROSSOVER // PRINCIPLES OF CONVENTA CROSSOVER
PRINCIPLES OF CONVENTA CROSSOVER 10 things we always stand by We all wish that the time and money that we invest into meetings, is invested smartly and beneficially. Measuring the results of events is the key to achieving this goal. The proof that we are devoted to this, is our quality policy that says, “If you will not be satisfied with the conference, we will reimburse you the registration fee.”
Event Principle 1: Top Contents We are confident that storytelling is the most important and most effective way of establishing relationships. Crossover has proved to be one of the best events for it.
Event Principle 2: Superior User Experience As you, the participants, are the heart of the event, we will ensure that you will travel through the event comfortably and pleasantly.
Event Principle 3: Our brand’s promise The festival is based on a combination of education, networking, gastronomy, entertainment, rock’n’roll, and top speakers. To date, more than 80 leading personalities from the global event scene have been hosted at Crossover.
WHY CROSSOVER // PRINCIPLES OF CONVENTA CROSSOVER 11
Event Principle 4:
Event Principle 8:
Event rhythm
Authenticity
With the right rhythm, we group together individual pieces of an event into a harmonic time sequence. Crossover’s promise is to create a rhythm, where participants and their needs co-create the programme.
The heritage of the past that we live with in the present has immense value for participants. Authenticity should be the first rule when it comes to planning out a social programme of an event. Crossover is no different and we never want to be a copy of similar events around the world. We are building our own, ORIGINAL story.
Event Principle 5: Creative use of space Classical congress hall set-ups can be the first obstacle when trying to create a pleasant and creativity-boosting atmosphere. Event venues have to impress at first sight and it usually doesn’t take a lot of effort to transform a completely boring meeting hall into a living room, where everyone feels welcome.
Event Principle 9: ROI What you can not measure, can not be managed! We measure participant satisfaction through comprehensive surveys and adapt the event programme to their needs every year. Conventa Crossover is one of the few events, where a money-back-guarantee has been put in place if you are not satisfied with the event.
Event Principle 6: Excellently prepared speakers Every event planner has to make sure that his speakers are well informed and prepared. Only then can they achieve maximum interaction and engagement with the participants. At Crossover, most of the attention is put towards choosing the right speakers, ones that can help shape the story of the event.
Event Principle 7: Co-creation An excellent moderator and innovative programme formats encourage team-work and actively include participants in the co-creation of the event. From simple methods like team problem-solving and training to complex formats and interactive games. At Crossover, you will be actively involved through experiential learning and open, relaxed dialogue.
Event Principle 10: Green thinking With all our events, we always have sustainable practices in mind and Conventa Crossover is no different. From participant transfers and communication to the actual technical set-up of the event, we always follow the recommendations set by the Slovenian Convention Bureau.
12 WHY CROSSOVER
WHY CROSSOVER Hey boss, here’s why I’d like to attend Conventa Crossover Everyone needs a bit of convincing sometimes. What should you say to your boss? What will convince him/her that attending the hottest conference of the summer will be a great investment and use of your time? We decided to make life easier for you and actually wrote a letter, that you can send to your superior. Yes, we are that awesome. If you are your own boss or your boss does not need any convincing at all, register right away.
Proposal to attend the Conventa Crossover conference 2019 Date: To: From: Re: Attending the 4th Conventa Crossover conference I would like to show you, how and why attending the 2019 Conventa Crossover conference from the 28th to 30th of August 2019 in Ljubljana will benefit our team. I decided to write this proposal with all the information you might need, and I hope it will make your decision easier. This year, Conventa Crossover is opening the stage to new formats and bringing 16 creators from the field of event planning, experiential marketing, architecture, design, theatre, fashion and visual arts to Ljubljana. Besides the amazing storytellers, the conference offers plenty of networking opportunities, engaging workshops and even a competition for the best event in the region, Conventa Best Event Award. I am sure that it is worth investing in me to be a part of this, since I plan to: • Explore and create new business opportunities • Gain new marketing ideas that will boost our sales • Connect to the most important representatives of the industry • Get limitless motivation for my work • I will learn from the brightest minds to help you achieve company goals I would love to hear your thoughts so that I can arrange my plans for the end of August. Thank you, xxxxx
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JOIN US AT CONVENTA 2020! 22 - 23 January 2020 l Ljubljana, Slovenia
OMG! IT'S CONVENTA! www.conventa.si
12th CONVENTA EXPERIENCE NEW EUROPE EXHIBITION FOR MEETINGS, EVENTS & INCENTIVE TRAVEL www.conventa.si
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CONVENTA CROSSOVER 2019 PROGRAMME
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16 CROSSOVER PROGRAMME 2019
100% INTERACTIVE Crossover experience Find your perfect stream – four connected content streams in two days: Budgets Innovation Engagement Little things
Creativity Communication Experience Marketing
Quality guarantee: We all want the time and money that we invest into meetings to be invested smartly and beneficially. Measuring the results of events is the key to achieving this goal. The proof that we are devoted to this is our quality policy that says, “If you are not satisfied with the conference, we will reimburse your registration fee.”
10 PRINCIPLES of Conventa Crossover
Conventa Crossover Who is it for
1. Perfect content
1. Event organisers /planners
2. Participant journey
2. Organizers of concerts, festivals
3. Crazy branding
3. Marketing agencies
4. Rhythm
4. Event venues
5. Creative venue and set-up
5. Meting destinations
6. Informed and prepared speakers
6. Special venues
7. Co-creation and experiental learning
7. Technical support of events
8. Authenticity
8. IT and innovation in the event industry
9. Green thinking
9. Catering
10. ROI
10. Advertising and media services, photo and video production from all over EUROPE
Crossover ingredient: Rock’n’Roll
// WEDNESDAY, 28 August 2019
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08:30-09:30
Registration / Knowledge zone in Klub CD
09:30-10:00
Warm up session / Knowledge zone in Klub CD
10:00-10:45
Crossover talks / Knowledge zone in Klub CD Fire talk 1: // Saša Begović, Founding partner of 3LHD Architects, Croatia How does the superior quality of design and architecture affect the performance of hotels and venues - The case study of Monte Mulini Zone in Rovinj. Fire talk 2: // Mirna Ptiček, Art Director at Bruketa & Žinić & Grey, Croatia What does the integrated collaboration of various creative industries bring - The case study of new Grand Park Hotel Rovinj.
10:45-11:00
Chit-Chat Coffee Bar / Knowledge zone in Klub CD
11:00-12:00
Interactive Content Bars / Knowledge zone in Klub CD Budgets
Innovation
Engagement
Little things
// Stefan Kozak, Creative Pro, Slovakia We, Event Sapiens of 2019
// Claudia Kohler, Vok Dams, Germany How to be an Agile Event Management
// Juup Laarman – de Kanter, Juups, Netherlands Impactful encounter: Engagement & Creativity
// Mariska Kesteloo, Word of MICE, Belgium Influencer marketing is it the right tactic for your destination, hotel or venue
12:00-12:15
Meet the Speakers / Knowledge zone in Klub CD
12:15-13.00
Crossover Let’s Talk Future - Agencies / Knowledge zone in Klub CD Four provoking speakers from leading agencies: // Miro Antić, M2 Communications, Serbia // Jaka Gornik, FM Agencija, Slovenia // Rafaela Rica, Iceberg Communication, Albania // Manuela Šola, Komunikacijski laboratorij, Croatia
13:00-14:30
Creative Lunch Break in Open Kitchen Format / Zen Garden in Kidričev park
14:30-15:10
Crossover talks / Festival zone in Štih Hall Fire talk 3: // Thiemo Gillisen, Co-Founder Fifteen Seconds, Austria The story of why and how we built Fifteen Seconds, a global community gathering thinkers, makers and innovators at Europe’s leading festival to network, learn and get inspired with 5.000 attendees
15:30-17:30
Conventa Best Event Award Audition / Festival zone in Štih Hall Finalisist Live Presentations in Elevator pitch format Each finalist will present: • 120 sec. event video • 60 sec. event elevator pitch • Pecha Kucha presentation at finalists stands
17:30-18:00
Epilogue of the Conventa Best Event Award / Festival zone in Štih Hall
18:30
Boring Meetings Sucks / Zen Garden in Kidričev park Music - Art - Innovations in Campfire and Pecha Kucha format This year PechaKucha Night will be held at the Zen Garden. 6 speakers from the fields of science, arts and innovations will be talking about actual topics and sharing their greatest sources of inspiration.
// THURSDAY, 29 August 2019
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09:00-09:30
Registration / Knowledge zone in Klub CD
09.30-10:00
Warm up session / Knowledge zone in Klub CD
10:00-12:00
Content journeys / Outside experience zones Experience
Communication
Creativity
Marketing
// Angeles Moreno MPI Europe, Spain EMEC20: designing a transformational experience
// Andrej Pompe, Formitas BBDO Pleon, Slovenia Event because of an event is not enough.
// Matej Filipčič, Osum, Slovenia Architecture, theatre, event design
// Ivo Franschitz, Enited, Austria From Story-telling to Story-living
// Andrej Stražišar, Teater d.o.o., Slovenia E=mc² (Event = management x creativity²) Creative solutions that make difference
// Uroš Goričan ArnoldVuga+, Slovenia
// Anja Rebek FABulatorij, Slovenia
// Henrik von Arnold Enited, Austria It’s not about shaking hands with clients. It’s about holding hands!”
12:00-12:30
Content journeys - wrap up / Knowledge zone in Klub CD
12:30-13:15
Crossover talks / Knowledge zone in Klub CD Fire talk 4: // Kim Myhre, MCI Experience, United Kingdom A Human-centric approach to Event Planning How to move from the the more traditional approach to event planning towards a more attendee-centric, insights-driven and strategic way of planning event experiences Fire talk 5 : // Yemi A.D., JAD Productions, Czech Republic Future of creativity Yemi sets the trends with his team. He will present projects he prepares for the brands like Mercedes-Benz, Google, T-Mobile, as well as events in his own production Teniskology, Ynspirology and Cycles.
13:15-14:30
Creative Lunch Break in Open Kitchen Format / Zen Garden in Kidričev park
14:30 -15:15
Crossover Let’s Talk Future - Clients / Knowledge zone in Klub CD Four provoking speakers from leading agencies: // Bojana Crnadak, CEF SEE, Slovenia // Alenka Rozman, Heineken, Slovenia // Lara Vodlan, Microsoft Slovenia, Slovenia
15:15-15:30
Chit-Chat Coffee Bar / Knowledge zone in Klub CD
15:30-16:15
Crossover talks / Knowledge zone in Klub CD Fire talk 6: // Jeannine Koch, re:publica, Germany How conference can turn into inspiring festivals Look behind the scenes on how re:publica connect people and develop new ideas and different perspectives. Learn about the package full of E´s”. and why this is important to event professionals.
16:15-16:30
Meet the speakers / Knowledge zone in Klub CD
16:30-17:30
Conventa Best Event Award Grand Finale / Knowledge zone in Klub CD
19:30
Crossover Pop-Up Dinner with great food, wine, creativity and community / Secret location in Ljubljana Tickets will be available for app. 60 pax
// FRIDAY, 30 August 2019 09.30–12:30
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Masterclass Workshops Workshop 1: // Juup Laarman – de Kanter, Juups, Netherlands Engaging introverts in extravert-ruled meetings
Workshop 2: // Ivo Franschitz, Enited, Austria Driving a destination: the key elements for sustainable destination development
Workshop 3: // Gorazd Čad, Toleranca Marketing, Slovenia What works in MICE marketing and why or What can we learn from 20 good practice cases
20 MEET THE MODERATOR
MEET THE MODERATOR SAMME ALLEN, A MULTIAWARD-WINNING FACILITATOR AND MODERATOR Engaging audiences is what she does best GORAZD ÄŒAD //
PERSONAL ARCHIVE
Tying the entire Crossover programme together and engaging the participants will be Samme Allen, a multi-award winning in demand professional MC, facilitator and moderator working with a range of audiences and sectors internationally. She is passionate about gender equality, diversity and wellbeing as drivers of business success. With global experience of working with corporate clients such as pharmaceutical companies, to medical associations, societies and trade shows, Samme works on a diverse range of events around the world with the ability to tackle sensitive topics, manage energetic debates and address cross cultural issues all within pressurized and time sensitive environments. Samme is an active contributor on national television & media around women’s health and with natural high energy, positivity and a reputation for getting the best out of people, she is a natural choice for events including sales conferences, annual conventions, strategy sessions and corporate away days.
EVENT FORMATS 21
CRAZY FORMATS AT CROSSOVER 2019 New and exciting event formats Conventa Crossover is one of the few places where the event industry comes together to find out where the industry is heading through inspiring speakers, new formats networking and loads of fun.. Those who have attended Conventa Crossover before will know that we don’t like to paint inside the lines. We are constantly breaking the mold, looking for new and exciting event formats. We even built a boxing ring, where two speakers engaged in a discussion. We came up with the idea of having the speaker behind a bar counter, resulting in a relaxed and fun atmosphere. Crossover has seen many creative solutions and this year won’t be any different.
Crossover Talks (Keynotes)
Innovative and provocative keynote lectures in TEDx format have become a staple of Conventa Crossover. Each keynote speaker has 18 minutes to impress the audience, followed by a 5 minute discussion with the participants.
Interactive Content Bars
A novelty of the 4th Conventa Crossover will be the “Crossover Content Bars”. The bars will be short presentations, known as ignite sessions (20 slides, each switching at 15 seconds). The ignite sessions will be followed by a discussion with the participants, which we named “campfire”. Each speaker will have time to explain everything to the participants, which will be split into small groups. Each speaker will repeat his campfire explanation four times, so that each group will have a chance to listen to all the speakers.
Meet the Speakers
Length of the section: 15 minutes After the finished lectures, the speakers will be able to answer some questions from the participants. The discussion will be lead by the moderator.
Content Journeys
On the second day of Crossover, we will embark on a “Content Journey” outside of the conference venue, venturing through Ljubljana’s special venues. The participants will be split into four groups, each group will have two speakers, who will give a TEDx presentation at the special venue. The themes for the content journeys are; Experience (Alter Ljubljana), Communication (Museum of Modern Art), Creativity (Slovene National Theatre), Technology (Gallus Hall).
Boring Meetings Suck (Music-ArtInnovations) Boring Meetings Suck is a platform for presenting Slovenian creativity and knowledge. Creators from different profiles will amaze you through 20 acts, each 20 seconds long. A relaxed atmosphere is guaranteed.
22 EVENT FORMATS
Crossover “Let’s Talk Future” (Panel Discussion) The panel discussions at Crossover are a combination of short presentations and talks with the participants. They are set up in a dynamic format and moderated in a way that allows loads of fun and interaction in a laid back way.
Masterclass Workshops
An excellent chance to actively and comprehensively get to know all the tiny details and all the major steps that go into successful event organisation. The workshops are scheduled for Friday, 30 August 2019. As the Crossover workshops require maximum engagement and interaction, the number of participants is limited.
Time for relaxation and networking Chit-Chat Coffee Bar
Coffee, refreshing drinks and snacks will be available throughout the event.
Crossover Zen Garden
We will create a zen garden in the park in front of Cankarjev Dom, where you will be able to escape the summer heat or simply enjoy the romanticism of it all.
Crossover Pop-up Dinner
We are planning a big surprise. All we can tell you is that it involves excellent food, an out-of-the-box location and great atmosphere. The location will be announced on the day of the event. *Dinner is not included in the price of the registration.
Conventa Crossover has been connecting the industry since its very beginnings, which is why we will be thinking globally and acting locally. See you in Cankarjev Dom on the 28th of August 2019.
EVENT FORMATS 23
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IN BED WITH THE STORYTELLERS
READY TO JUMP IN BED WITH THE STORYTELLERS OF CROSSOVER 2019? ‌to listen to bedtime stories, of course.
Just like bedtime stories that we used to listen to as children, every event creates and shares its own story. A well-told story is an event where the narrator and the listener meet, where the participant and the speaker form a personal bond. Before you come to the hottest conference of the summer, we wanted you to meet our storytellers, to make the storytelling experience even stronger and more engaging.
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EVERY EVENT IS AN OPPORTUNITY FOR THE BRAND Andrej Pompe, Director of BrandBusinessSchool GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
It will be based on a story.
Q: Is there something you would like to change in the world of events? They should absolutely use the power behind the event and strengthen brands values.
Q: What do you love about your job the most? It is never the same.
Q: In your opinion, what is live marketing’s best advantage?
To be involved, to make engagements, to create a world for both: the participant (user, buyer, consumer) and the brand (product, company, idea, destination, city, state …)
Crossover conference Q: What are you bringing to Conventa Crossover?
Every event is an opportunity for the brand. Event because of an event is not enough.
Q: What do you expect from Crossover in Ljubljana?
To share my knowledge and spread new perspective in organizing events.
JOIN ANDREJ ON HIS CONTENT JOURNEY AND FIND OUT ABOUT COMMUNICATIONS IN THE CONTENT INDUSTRY. THURSDAY, 29TH AUGUST FROM 10:00 TO 12:00
Andrej Pompe is the director and the spirit of international business school BrandBusinessSchool. He is also the Co-founder and partner of Formitas BBDO Pleon, marketing communication agency, which successfully attributes to the creation of the European Market communication scene and cares for excellence in communications of domestic and international brands. He is the assistant professor at the Faculty of Entrepreneurship GEA College in Ljubljana, writer of numerous entrepreneurial books, as well as guru in brands and branding, creating the first study of brands in Slovenia. Andrej is also a member and leader of international and domestic juries, round tables, seminars and festivals.
IN BED WITH THE STORYTELLERS 27
IT’S NO LONGER ENOUGH TO PLAN EVENTS, YOU NEED TO CREATE MEMORABLE EXPERIENCES Angeles Moreno, CEO and Founder of Creative dots GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
We will begin to analyze and design them with a focus on “why” and “what for”, before jumping to planning and execution. The main objective of the event must be to change the behavior of its stakeholders. When we design and organize events, we must apply the formulas that the market offers us, be it through technology, gastronomy, gamification, decoration, content, format or long, etc. The success will be integrating all these formulas in a coherent way for the objective of the event.
Q: Is there something you would like to change in the world of events?
In line with the previous answer, it is no longer enough to plan events, it is necessary to create unique and memorable experiences that provide a differential value. It is necessary to design and organize events with a strategic vision. What is the objective of the event? What value does it provide to stakeholders? What are their needs? These are key questions that need time to be answered.
Q: What do you love about your job the most?
My work forces me to reinvent myself every day. The Events Industry is alive and constantly evolving. I am passionate about discovering and developing new trends, methodologies, tools and implementing them in the consulting projects we carry out. I love to see talent in action!
Q: In your opinion, what is live marketing’s best advantage?
Spontaneity in real time. It allows observation and active listening; human-to-human dialogues and enriching networking.
Crossover conference Q: What are you bringing to Conventa Crossover?
My topic will be EMEC20 and the design process, using the Event Canvas Innovation Methodology.
Q: What do you expect from Crossover in Ljubljana?
Unique experiences, valuable content and networking opportunities to interact, participate and share expertise with other event professionals. LISTEN TO ANGELES AND HER TALK ON EXPERIENCE IN THE CONTENT INDUSTRY. THURSDAY, 29TH AUGUST FROM 10:00 TO 12:00
Angeles Moreno is CEO and Founder of the Creative dots, a consultancy company specialized in Customer Experience within the meetings and events industry. She is an entrepreneur and expert in strategic event design, specifically holding the title of Spanish Director of the Event Design Collective, with an extensive experience in international markets. She also is Strategic Development Senior Advisor at MPI Europe and past MPI Chapter President for the Iberian Chapter.
Q: Why should an attendee not miss your session?
We can no longer organize entertainment or emotions; we have to design aiming for the transformation of the behavior of the main stakeholders. This session aims to be an example of how strategic events are designed, with impact and that generate value for all stakeholders, based on the analysis of their needs and expectations for the event.
Q: Hashtag suggestion for the 2019 edition? #ConventaLive #LiveExperiences
28 IN BED WITH THE STORYTELLERS
NO MATTER WHAT TECHNOLOGY BRING US, CONTENT SHOULD STAY THE KING Manuela Šola, Founder of Komunikacijski Laboratorij GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
Same as we are organizing good events today but with technological innovations that maybe we can’t foresee at this point. Now, technologies like AI, VR, AR are influencing the event industry more and more. But, the basis of a good event is the content, the atmosphere, the idea, the setup, the energy. All important elements that engage the public, empowers emotion, assures reaction and creates relationships.
Q: Is there something you would like to change in the world of events?
It would be nice the see the future of the events without the roll ups. Also, it is important to keep focus on the key pillar of every event. No matter what the technology and the future bring us the content should stay the king. Everything else is upgrade that can bring extra value and interest.
Q: What do you love about your job the most?
Working on new interesting projects that are sometimes ahead of their time. Willingness for constant education and development in communications in various industries, for different clients and brands. Also, opportunity for opening topics that involves the public and discussions. Like the topic of futurology, we launched last year on Future Tense conference – first Croatian conference on predictions on the development of business and life in the future.
Q: In your opinion, what is live marketing’s best advantage?
The possibility of two-way communications and direct feedback that is advantage both for customer and the brand.
Crossover conference MANUELA ŠOLA, FOUNDER OF KOMUNIKACIJSKI LABORATORIJ JOIN MANUELA AND 3 OTHER PROVOKING SPEAKERS FROM LEADING AGENCIES AT CROSSOVER LET’S TALK FUTURE. WEDNESDAY, 28TH AUGUST FROM 12:15 TO 13:00
Q: What are you bringing to Conventa Crossover?
I hope to share the best practices and experiences as a result of numerous projects and events that we have organized by thinking outside of the box and that very often generated extraordinary results.
Q: What do you expect from Crossover in Ljubljana? Manuela Šola is the founder of Komunikacijski Laboratorij, one of the leading event communication agencies in the region. She has been a member of important business and expert associations, the Croatian Public Relations Association, the Croatian Employers’ Association, where she is a member of the executive committee of small and medium sized employers and on top of that a member of the Croatian Association of Advertising Agencies. She was named the ambassador of women employers under the Female Entrepreneurship Ambassadors project. The Croatian Association of managers - CROMA, recognised her work and in 2009 rewarded her with the Anton Nino Cerin award for the best young manager of 2009.
The opportunity to learn new things as well as to transfer the knowledge and experience to participants. Also, I would like to see open discussions of conference topics that are relevant to communications, marketing and event industry. Meeting new people and having fun is valuable too.
Q: Hashtag suggestion for the 2019 edition? #futurecross #crossoverandout
IN BED WITH THE STORYTELLERS 29
I WOULD LIKE TO SEE SUPPLIERS IMPLEMENTING INFLUENCER MARKETING Mariska Kesteloo, Founder of Word of MICE GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
Challenging question; Personally, I would focus more on the insights of the participants; what do they want? Who is your audience, age gender, national or international audience etc.? Especially to attract a younger audience to events, they have different needs than people of 50 years old for example. Be clear about the outcome of the events, why should I participate in your event? What’s your mission, your goal? The choice of events is overwhelming and will continue to grow, and you want to attract the right audience to your event. And don’t forget: Time is under pressure at all ages. Therefore, your message, your story is crucial to stand out from the market and to spread it among potential participants.
Q: Is there something you would like to change in the world of events?
Yes, definitely! I’m passionate about B2B influencer marketing and I would like to see that suppliers will implement influencer marketing as part of their long-term strategy. A huge challenge.
Q: What do you love about your job the most?
Dynamic! Not one day is the same, you are in touch with people from all over the globe. It’s very diverse from strategic thinking to community building and creativity. And every day I learn something new, I love being an entrepreneur.
Q: By your opinion, what is live marketing’s best advantage? The experience of course!
Crossover conference Q: What are you bringing to Conventa Crossover?
AT CROSSOVER’S INTERACTIVE CONTENT BAR, YOU WILL HAVE THE OPPORTUNITY TO LISTEN TO MARISKA AND HOW THE LITTLE THINGS MATTER WHEN ORGANISING AN EVENT. WEDNESDAY, 28TH AUGUST FROM 11:00 TO 12:00
Entrepreneur, public speaker and Past-President of Meetings Professional International in Belgium. With more than 15 years of working experience in tourism and the MICE sector, she’s an authority in the industry. Passionate about influencer marketing Mariska founded her company Word of MICE in 2017. Her company connects the MICE industry with the right social media influencer, to tell the story of the suppliers in an authentic, creative and fun way within the right target audience. She is convinced of the impact and potential of influencer marketing and her mission is to create a globally active community of influencers and ambassadors. She is a visionary, forward-thinking entrepreneur and loves new challenges.
Passion and knowledge about B2B influencer marketing. Of course, I’m interested and curious to meet other participants, sharing stories, exchange experiences with people from different countries and to learn.
Q: What do you expect from Crossover in Ljubljana?
To meet enthusiastic participants, speakers and partners. I have never attended Conventa, or Conventa Crossover, so I am curious. Besides, I have never been to Ljubljana, heard great stories about the destination and the event.
Q: Why should an attendee not miss your session?
My session is interactive, fun and covers a very trending topic! Influencer marketing; you hear and read a lot about it; but what is influencer marketing exactly? And how can you use B2B influencer marketing for your event and or company? My session will share how to set-up a campaign, explain the profile of these influencers, and sharing case studies from the industry and beyond.
Q: Hashtag suggestion for the 2019 edition? #Crossoverexperience #Crossexperience19
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THE KEY TO SUCCESS IS TO KEEP YOUR EYES WIDE OPEN TO THE LATEST TRENDS Rafaela Rica, founder and CEO of Iceberg Communication GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
The future of events will be digital, virtual and viral…
Q: Is there something you would like to change in the world of events?
Our society is changing towards a digitized one, opening new chances and improved experience based on emerging technologies. Nowadays, the development of technology is influencing all our areas of life and of our workplace. Moreover, this digital revolution is shaping the entire services we are offering, and the skills required to succeed in the new times. The key to success in event management is to keep eyes wide open to the latest trends and technologies, innovative ideas and skill set of the right expertise and the necessity of a comprehensive approach to tackle the latest trends.
Q: What do you love about your job the most?
I love my job because it is very diverse, inspiring and inclusive. It keeps me creative and always in between new ideas, new places and new people around the world.
Q: In your opinion, what is live marketing’s best advantage?
It’s all about the customer’s experience and satisfaction. Nowadays the consumers are technologically advanced therefore they have a higher level of expectations from product and brands. What is the key to success for us as marketers/ advertisers is to find ways to create positive and unforgettable emotion to our customers while promoting an event brand or product.
JOIN RAFAELA AND 3 OTHER PROVOKING SPEAKERS FROM LEADING AGENCIES AT CROSSOVER LET’S TALK FUTURE. WEDNESDAY, 28TH AUGUST FROM 12:15 TO 13:00
Rafaela Rica is the founder and CEO of Iceberg Communication Ltd in Albania, one of the biggest dynamic, innovative and integrated Advertising and Communications agencies in the country. Now, for almost two decades, Rafaela and her team of 22 talented energetic professionals have been the testimonials and determinant actors of tremendous changes of the industry. Starting the business at 23, she dared to challenge the mentality and become one of the rare women entrepreneurs in Albania in 1999. Her courage was rewarded as she is now a very successful business woman and a role model for many young students and entrepreneurs in the region. She is a key note speaker and a mentor for young entrepreneurs in Albania and in the Balkans. Rafaela Rica has obtained her MBA degree in Switzerland and is currently a doctoral student in Austria where her research focus is on technology-driven women entrepreneurship and gender gap in the Western Balkans.
Crossover conference Q: What are you bringing to Conventa Crossover?
I would like share my expertise and experience in the event management sector and at the same time discuss the future of event planning and how important it is to pay attention to the technologies that are reshaping the event industry. Us, as event planners should be prepared to meet future challenges heads on and take bold necessary steps toward success.
Q: What do you expect from Crossover in Ljubljana?
As you mentioned in your presentation I am looking to network, get inspired, and exchange experiences in a fun and creative way.
Q: Why should an attendee not miss your session?
Because I think I am cool and I have interesting things to say .
Q: Hashtag suggestion for the 2019 edition? #futurEvents
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THE KEY TODAY IS TO CREATE AN EXPERIENCE RATHER THAN A SCHEDULE Thiemo Gillissen, Partner of Moodley and Co-founder of Fifteen Seconds GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
The key today and tomorrow will be user-centric thinking and designing an event by creating an experience rather than a schedule.
Q: Is there something you would like to change in the world of events? More attention to detail. More inspiration. More out-of-the-box ideas.
Q: What do you love about your job the most?
Empowering people by being able to create something that enables connections and inspiration, potentially changing people’s professional paths for better.
Q: In your opinion, what is live marketing’s best advantage?
Not being exposed to ever-shrinking digital attention spans. The opportunity to think minutes and hours with live experiences rather than seconds in virtual interactions.
Crossover conference Q: What are you bringing to Conventa Crossover?
Motivation and curiosity to learn new things and get to know new people. And our story of why and how we built Fifteen Seconds.
Q: What do you expect from Crossover in Ljubljana?
A fun conference along with like-minded people from the industry.
Q: Why should an attendee not miss your session?
To learn about how to build a company based on a vision from scratch.
Q: Hashtag suggestion for the 2019 edition? THIEMO IS AN AUSTRIAN ENTREPRENEUR, WHO WILL TELL THE STORY OF HOW AND WHY FIFTEEN SECOND WAS CREATED. WEDNESDAY, 28TH AUGUST FROM 14:30 TO 15:10
Thiemo is an Austrian entrepreneur and digital leader. He co-founded Fifteen Seconds, a global community gathering thinkers, makers and innovators at Europe’s leading festival to network, learn and get inspired. The conference attracts more than 5.000 attendees annually and hosts some of the world’s most successful individuals for a week in Austria, including leaders from brands on the likes of Google, The New York Times, Harvard, BBC, Facebook, Netflix, Nasa, Red Bull, GE and Apple. In 2017, Thiemo joined the international consulting and design firm moodley as partner and managing director of the interactive team, leading a multidisciplinary team of digital specialists designing growth and transforming business for clients worldwide. Thiemo was named to Forbes’ 30 Under 30.
#experience
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I WILL BRING A PACKAGE FULL OF “E´S” OF HOW TO CREATE A MEMORABLE EVENT Jeannine Koch, Founder of re:publica GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
I hope like we are doing it today: full of energy, with a deep love for details, with a lot of empathy for the attendees and the organizing-teams and with an urge to develop, grow and reinvent ourselves over and over again.
Q: Is there something you would like to change in the world of events?
I think events should follow a specific purpose and should give answers to important and relevant questions of the society. We don’t need another meaningless event which is not planned out on questions of sustainability, for example. Events should be a place to connect with people, with ideas, with new ways of thinking. It needs to be placed for new experiences.
Q: What do you love about your job the most?
I love that I can talk to so many interesting people from so many different backgrounds. It´s also a privilege to me to work with a fantastic and international team and of course, it´s thrilling to see how many people in Berlin but also elsewhere, such as in Accra, are willing and eager to share their thoughts, knowledge and time with all of us at our conferences.
Q: In your opinion, what is live marketing’s best advantage?
Face-To-Face connections with people. The sounds, the views, the smells.
Crossover conference Q: What are you bringing to Conventa Crossover?
I will bring a package full of “E´s” of how to create a memorable event.
Q: What do you expect from Crossover in Ljubljana?
Connecting with people. And coming home with new ideas and different perspectives. LISTEN TO JEANNINE KOCH, THE FOUNDER OF THE LARGEST EUROPEAN DIGITAL CONFERENCE AND FIND OUT HOW YOU CAN TRANSFORM A CONFERENCE INTO AN INSPIRING FESTIVAL. THURSDAY, 29TH AUGUST FROM 15:30 TO 16:15
Q: Why should an attendee not miss your session?
Because the “package full of E´s” I´m bringing, will be very important to all people who are working in the events industry.
Q: Hashtag suggestion for the 2019 edition?
#diversity #attentiontodetails #eventsthatmatters
Since its beginnings in 2007, the tech event re:publica has become the largest European digital conference. In its 12th edition in Berlin, a total of 19,500 visitors were able to attend lectures of 929 representatives of digital culture. The specialty of re:publica is that around 50 percent of speakers in 2018 were female, what made for a unique and praiseworthy feature of the tech event that is changing the future of events also thanks to its director, who is not afraid of being openly feminist, Jeannine Koch.
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JUST LIKE THE WORLD AROUND US, THE EVENT INDUSTRY KEEPS CHANGING Miro Antić, Co-founder and Chief Experience Officer at M2Communications GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
By rethinking and reimagining our experience design approach. By designing an experience based on an innovative and immersive concept aimed at learning and networking through a data-based strategic approach to event planning.
Q: Is there something you would like to change in the world of events? Change is constant. Just like the world around us, the event industry keeps changing and moving forward. A positive trend is that companies are increasingly focused on directing their marketing budgets towards events and experiential marketing.
Q: What do you love about your job the most?
The mix of creativity and exploration. Being in the event industry means constantly exploring new ways of implementing ideas, keeping abreast of the latest trends or even setting a new trend, which requires imaginativeness, versatility, and initiative. With a good team of creative alchemists, live marketing thus acquires a new dimension. As well as meeting great people and exploring amazing places.
Q: In your opinion, what is live marketing’s best advantage?
Today, everything is about the experience. In marketing, live communications and events are the best generators of great experiences.
Crossover conference Q: What are you bringing to Conventa Crossover?
The idea of how important it is to design experience as a key factor in the event industry, as well as our XD (experience design) approach ‘From Storytelling to Storyliving’.
JOIN MIRO AND 3 OTHER PROVOKING SPEAKERS FROM LEADING AGENCIES AT CROSSOVER LET’S TALK FUTURE. WEDNESDAY, 28TH AUGUST FROM 12:15 TO 13:00
Co-founder and Chief Experience Officer at M2Communications, one of the leading experiential marketing and event production agencies in the region. Since 2008 he has established several marketing and content creation companies. He is an expert in the launching of premium brands and their positioning in highly competitive environments and global market as well as creator of multimedia projects and spectacular events. Miro is also the founder of NEO – New Entertainment Office, film production and creative entertainment content production company. He is a member of the Advisory Board of Austrian HR company P & P Executive Search and eminent business associations, Serbian Association of Managers (SAM) and AmCham. He supports talents in sport, arts and design.
Q: What do you expect from Crossover in Ljubljana?
Great energy and exchange of knowledge and experience among the best experts in the event industry gathered in one place.
Q: Why should an attendee not miss your session?
We will share our story and experience of how we have grown from an independent local agency into an internationally recognizable company in the area of event design and production, with clients from Singapore, Russia and the Middle East to Western Europe.
Q: Hashtag suggestion for the 2019 edition?
Something simple and recognizable – #crosscon2019, #CCX19 #ExperienceConventa
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LIVE MARKETING IS THE ONLY FORM OF MARKETING WHICH APPEALS TO ALL FIVE SENSES Ivo J. Franschitz, Owner of ENITED Business Events GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
Live becomes digital & digital becomes live! Driven by the ideas of collaboration, sharing & community-thinking, places (destination, locations, venues) will be definite anew.
Q: Is there something you would like to change in the world of events?
A change in mindset & understanding that events are not just another marketing channel to distribute given content & ideas, but a place where content & stories are created.
Q: What do you love about your job the most?
The engagement with people and experience when joint efforts come to life.
Q: In your opinion, what is live marketing’s best advantage? It’s the only form of marketing which appeals to all five senses.
Crossover conference Q: What are you bringing to Conventa Crossover?
My curiosity to meet people, to engage & to part of sharing new ideas.
Q: What do you expect from Crossover in Ljubljana?
To provide an engagement platform for open-minded & curious people of our industry.
Q: Why should an attendee not miss your session?
Because you will never know what you have missed, if you do not attend. MAKE SURE TO LISTEN TO IVO, WHO WILL EXPLAIN HOW TO GO FROM STORY-TELLING TO STORY-LIVING AND ON FRIDAY ATTEND HIS MASTERCLASS WORKSHOP, WHERE HE WILL EXPLAIN THE KEY ELEMENTS FOR SUSTAINABLE DESTINATION DEVELOPMENT. THURSDAY, 29TH AUGUST FROM 10:00 TO 12:00 AND FRIDAY, 30TH AUGUST FROM 9:30 TO 12:30
Ivo J. Franschitz owns a master’s degree in international marketing from the Vienna University of Economics and his early career milestones include Senior Marketing & Management positions in the Tourism and Business Events industry. Since 1999 he has been involved with a number of national and international educational institutions and sharing his experience and knowledge through a variety of speaking engagements. Currently he holds a Board member position with EMBA (Event Marketing Board Austria) and with LiveCom Alliance (Pan-European Platform of National LiveCom Associations), as well as being an active member of ICCA (International Congress & Convention Association) and of 27NAMES.
Q: Hashtag suggestion for the 2019 edition? #LiveisLife
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HOW TO MAKE YOUR DESTINATION MORE ATTRACTIVE FOR BUSINESS EVENTS? Henrik Von Arnold, Senior Consultant at ENITED Business Events GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
The main difference will be further use of communication technology enabling delegates to take part on distance. An even more interacting business events model will be implemented for all delegates.
Q: Is there something you would like to change in the world of events?
We have to meet the already existing challenge with thousands of delegates flying around the world. It is not serious to say we are meeting the risk of climate change by serving bottled tap water or serving vegetarian food at Business Events.
Q: What do you love about your job the most?
Meeting people and the constant learning process.
Q: In your opinion, what is live marketing’s best advantage? The engagement of participants.
Crossover conference Q: What are you bringing to Conventa Crossover?
How collaboration in a destination lifts the quality of delegates experiences.
Q: What do you expect from Crossover in Ljubljana?
Learning more about live communication and meeting new people. This is a P2P ( people to people) segment.
Q: Why should an attendee not miss your session?
Get ideas on what you as an individual can do to make your destination more attractive as a business event desination.
Q: Hashtag suggestion for the 2019 edition? JOIN HENRIK VON ARNOLD ON THURSDAY AS HE GIVES INSIGHT INTO EVENT MARKETING AND THE EXPERIENCES HE HAS GAINED THROUGHOUT HIS 22 YEARS IN THE BUSINESS EVENTS INDUSTRY. THURSDAY, 29TH AUGUST FROM 10:00 TO 12:00
Henrik von Arnold has been in the business events industry since 1997. His main functions have been team leader of Gothenburg Convention Bureau and later on Stockholm Convention Bureau, both in Sweden. Since 2014 he is living in Vienna, Austria and act as a senior consultant within the consultancy company ENITED Business Events. Before his time within the business events industry he has been working at the chamber of commerce and also been project manager for several main city events within the sectors of culture, sports, politics and business.
#peoplemaketheworldgoround
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I WANT TO LEAVE AN IMPACT ON PEOPLE WITH CREATIVE IDEAS AND TOOLS Uroš Goričan, Executive creative director at ArnoldVuga+ GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
One segment of events in the future will, in my opinion, become much more a multi-reality experience, a combination of real-life events with virtual and augmented reality layers. And some will probably be organized predominantly in virtual spaces, simultaneously at different locations. So the organizations of such events will have to adapt to technical and experiential aspects of those platforms.
Q: Is there something you would like to change in the world of events?
Not change as such but just understanding and following the future developments in the field of technology and marketing can be very exciting for events’ industry.
Q: What do you love about your job the most?
It is very simple – the reason I started working in this industry and why I still like being here is the opportunity one has to leave an impact on people with creative ideas and tools.
Q: In your opinion, what is live marketing’s best advantage?
Live marketing still offers the thrill of experience that can create a unique emotional connection with the brand. And that will remain even when it starts to switch on different reality platforms.
Crossover conference Q: What are you bringing to Conventa Crossover?
JOIN UROŠ ON AS HE BREAKS DOWN HOW BRANDING, MARKETING AND CONTENT PRODUCTION CAN IMPACT AN EVENT. THURSDAY, 29TH AUGUST FROM 10:00 TO 12:00
Uroš Goričan has over 15 years of experience in marketing, branding and content production. Having previously worked as a copywriter and creative director for Pristop, Publicis Group, Saatchi&Saatchi and LUNA/TBWA he is now currently executive creative director at ArnoldVuga+ He is also a screenwriter and producer for TV, web and mobile content and has experience in the media industry where he was working as a programming director for mobile and web portals for Telekom Slovenia. He is also the author of the thesis “Brands as Storytellers – how can storytelling help brands create content” at the Berlin School of Creative Leadership and is currently researching and developing different content formats for brands.
I hope to bring interesting ideas to the conversation as someone who is working every day with brands’ DNA and how to spread the core idea of a brand into stories, events, ads,… on different media outlets. I also like to explore what can we learn from storytelling craft in the movie industry and what the opportunities are on platforms such as virtual and augmented reality.
Q: What do you expect from Crossover in Ljubljana?
I want to meet passionate people with challenging ideas.
Q: Why should an attendee not miss your session?
Because they can get some new insights and inspiration for their future project that comes from a different perspective. This is what I will try to bring to the table.
Q: Hashtag suggestion for the 2019 edition? #crossaders #becorssader
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THE WORLD OF INTROVERTED PEOPLE. WHAT DO THEY LIKE, HOW DO THEY FLOURISH, WHAT SCARES THEM? Juup Laarman – de Kanter, Founder of Juups and lecturer at Utrecht University of Applied Sciences GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
In co-creation and with a lot of creativity. Our encounters will be impactful and change the behavior of the audience.
Q: Is there something you would like to change in the world of events?
I have several suggestions for change: 1. Only organize an event if you want to achieve objectives. Make clear what your objectives are, which content suits these objectives, and which experience you want to design for your audience. 2. Let a workshop be a real workshop and not just a short presentation. 3. Network sessions are more than a timeslot, standing tables and drinks. You have to design it. 4. And finally, my dream for the world (of events) is that we really make contact and create engagement around topics that really matter.
Q: What do you love about your job the most?
Contact and engagement. I love to give people confidence in their own creativity.
Q: By your opinion, what is live marketing’s best advantage?
Live communication is the most impactful way to arrange your objectives and change behavior of the audience, because they really experience the content. You can deliver a message without using words. They feel what the main message is and change.
Crossover conference Q: What are you bringing to Conventa Crossover? LISTEN TO JUUP’S IMPACTFUL TALK ON ENGAGEMENT ON WEDNESDAY AND ATTEND HER FRIDAY’S WORKSHOP, FOCUSED ON CONCEPT AND MEETING DESIGN. WEDNESDAY, 28TH AUGUST FROM 11:00 TO 12:00 AND FRIDAY, 30TH AUGUST FROM 9:30 TO 12:30
Juup Laarman – de Kanter started her career in 1998 in a communication and events agency called &Samhoud. After two years she switched to the Utrecht University of Applied Sciences where she became a lecturer. For nearly two decades she has been teaching thousands of students about creativity, concept design and meeting design. She is a trainer in lateral thinking and creative thinking techniques at De Bono Thinking Systems and De Academie voor Innovatief Trainen. Since 2017, she has been combining her work in education with her own company Juups where she offers her skills as an inspirator, facilitator, trainer and co-creator. In February 2019 she was one of the speakers at the European Meetings & Events Conference in the Hague ‘Changing the game’ in the track ‘Meeting Perspectives’.
A lot of energy, enthusiasm and creativity. A session that will open your eyes to a forgotten part of your audience; the introverted people.
Q: What do you expect from Crossover in Ljubljana?
I expect to go out of my comfort zone by spending five days alone in a city where I don’t know anyone. And I expect from the event itself to meet beautiful people and get new insights.
Q: Why should an attendee not miss your session?
You become aware that there are extroverted and introverted people. You will learn about the needs of introverted people and how you can apply these needs in your event design, so you won’t miss 30% till 50% of your audience anymore. This will make your events more impactful.
Q: Hashtag suggestion for the 2019 edition?
#Eventdesignagainstpolarization #Conventa-Crossover2020 It’s easy to work with people who look like you. But we really earn credits as event designers if we can bring people closer together who think differently.
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Crossover session Engaging introverts in extravert-ruled meetings At a time when every event must be an experience – special and memorable – in which we fill programs of events and stimulate all the senses with light and sound, we forget that we lose part of the audience. 30-50% of the people is introvert and does not come into its own in such a stimulating setting where extraversion is rewarded, and you have to stand up to give your opinion. In this session you will experience how that can be done differently. Juup de Kanter takes you into the world of introverted people. What do they like, how do they flourish, what scares them?
THE DAYS OF THINKING OF EVENT GOERS AS A PASSIVE AUDIENCE ARE GONE Kim Myhre, managing director of MCI Experience GORAZD ČAD //
PERSONAL ARCHIVE
Then Juup zooms in on event design. How can you take into account differences between guests? How can an event look like for introverted people? How do you maximize learning, reflecting and interacting? How do you build peace and space? So that everyone can absorb the content at their own pace and can make a valuable contribution. Learner Outcomes 1. Be aware there are extrovert and introvert people 2. The needs of introvert people 3. Apply these needs in event design
LISTEN TO KIM’S ENGAGING FIRE TALK ON HOW TO PLAN MORE INSIGHTS-DRIVEN AND ATTENDEE-CENTRIC EVENTS. THURSDAY, 29TH AUGUST FROM 12:30 TO 13:15
Kim Myhre is the managing director at MCI Experience. He is an intersectional design thinker, thought leader, innovation activist and brand storyteller. His expertise consists of experience marketing innovation and industry transformation through the application of intersectional design thinking, human-centric design; brand storytelling through visual, experiential live events, and online strategies; Brand purpose & integrated engagement and Technology integration for on-live experiences.
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Let’s talk future Q: How are we going to organize events in the future?
The term ‘event’ tends to conjure up images of a room full of delegates listening to a speaker behind a podium or a hall full of exhibition stands. Yes, these are experiences, but they are a far cry from what is possible. Event audiences are changing. The days of thinking of event goers as a passive audience to be presented to are gone. Today’s event audiences are digitally enabled, more demanding, more impatient and have high expectations that events will be more engaging, personalized and participatory. In the future, the most successful event experiences will be designed around significant strategic knowledge of the target audience. This insight is applied to creatively design an experience that is specifically intended to actively engage the audience.
Q: Is there something you would like to change in the world of events?
Changing audiences ultimately mean that event formats must evolve. Relying on the traditional approaches and expertise that the events industry has been using for years to design event experiences will not be sufficient to create the next generation of events. Continuing to design events in a traditional, logistics-led way limits our potential to create engaging experiences that connect attendees in much more meaningful, memorable and shareable ways.
Q: What do you love about your job the most?
There’s never been a better time to be an experience designer. An increasing amount of corporate marketing budget is moving to experiences as marketers recognize the value of experience as a powerful approach to building and sustaining strong customer relationships and creating opportunities for brand innovation and growth. At MCI Experience I get to work with a very talented team of industry leaders in experience marketing strategy, creative, digital and interactive technology with a focus on developing enhanced services in support existing and new MCI Group clients around the world.
Q: In your opinion, what is live marketing’s best advantage?
Today brand marketers understand that experience is a key facet of the marketing mix. Many brands are now increasing and/or shifting their marketing spend to include live experiences in order to cut through the digital marketing clutter and build relationships with tomorrow’s consumers. They realise that their brand must remain visible and relevant. Using immersive experiences are key to inspiring action, igniting emotion and extending their brand/products.
Crossover conference Q: What are you bringing to Conventa Crossover?
I bring more than 30 years of global experience in marketing, communications, brand strategy and events. Working in some of the world’s leading experience agencies I have developed experience
marketing strategies and campaigns for leading brands including clients IBM, BMW, Cisco, Salesforce.com, McDonalds and P&G and have produced events like Cisco Live, Dreamforce, and Cisco House and the Panasonic Pavilion at the London 2012 Olympic Games.
Q: What do you expect from Crossover in Ljubljana?
I am looking forward to experiencing the unique format of the Conventa Crossover event designed to encourage interaction, meet and learn from the events and experience marketing leaders from the region and hopefully share insights and ideas that are of value and that inspire us to embrace the exciting opportunities that lie ahead for the experience marketing industry.
Q: Why should an attendee not miss your session?
The primary theme of my presentation is on how we need to move from thinking about ourselves as event planners to instead becoming experience designers. Experience design requires applying a set of planning principals that enables us to move beyond the more traditional approach to event planning towards a more structured, attendee-centric, insights-driven and strategic way of planning events. Design thinking is a unique way of problem solving but with a solutions-focused and humancentric approach. The attendee or audience is very much at the centre of the design thinking process. By developing a deeper understanding of our target audience, we gain insight and empathy to come up with more strategic and creative event solutions.
Q: Hashtag suggestion for the 2019 edition? #mciexperience
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NO CONCEPT CAN SURVIVE A HOSTILE AUDIENCE Mirna Ptiček, Art Director at Bruketa & Žinić & Grey GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
Events are sometimes a testing ground for various ways of presenting, exchange, interacting, a frame for discussions and networking and so on, and often are the first to promote a new technology, showing how it works. There is a certain joy like on fair or in cinema connected to witnessing something new, a new invention, a new way of doing things. That is the fun side of any business. I think that events have started growing not only in numbers, but maturing as well, and when we start thinking about what events could be… when they grow up… It’s tough to say but events are not yet a sufficiently explored form. After thousands of years of people gathering on events of different kinds, and that is the available history, the form of event, just like people attending it, hasn’t crucially changed except for the topics, fashion and the used technology. Not only that we love them the way they are, we just don’t ever think about them outside the practical aspect. Does technology affect the future of events? Sure. Does if affect it more than the unchallenged relation between a speaker and an audience? No, probably a change in our participation level and ways of interaction is more revolutionary, and puts technology where it belongs, in the toolbox. I think that in a world of tomorrow, we might rethink both how and why events are done and look for new ways to realize their reach and possible roles in our society.
Q: Is there something you would like to change in the world of events?
JOIN MIRNA ON WEDNESDAY AT HER FIRE TALK AND LISTEN TO THE CASE STUDY OF THE NEWLY OPENED GRAND PARK HOTEL ROVINJ. WEDNESDAY, 28TH AUGUST FROM 10:00 TO 10:45
This is a „superpower“ question! Wherever we go, we all bring our culture and vision with us. Events are especially sensitive environments, where people make most of the content. I mean, physically. There are, say, twenty percent of chairs, and eighty percent humans in the room, not to mention bars and halls. No concept can survive a hostile audience. Concepts are fragile, intangible things and only people can give them power and bring them to life, to reality. So if we strive to introduce new and innovative concepts in such a challenging environment, here is what I would like to change. I would like that we become more open toward ideas of others and less eager to prove that we are the smartest. I would like to change the overall level of sensibility and raise more constructive communicators.
Q: What do you love about your job the most? After more than 17 years of experience in design and more than a few awards for her work, Mirna Ptiček is still working to prove that there are no complicated projects. In reality, she has extensive experience in branding and visual communication systems, inclusive design workshops and social entrepreneurship design-led projects, as well as leading design contests and developing collaborative environments of all kinds. Through her work, she always tries to find the solution in a new way and hands-on. She also believes that creativity should rely on strategy, even though her creative processes sometimes look like a series of experiments which, if you look at her portfolio, seems to work quite well.
In my profession, which is design, every project is different and requires a full presence. You have to learn, watch and listen or you’ll miss the chance to pull off something remarkable. I love the fact that at every beginning of a project, the possibilities are completely open and with a well-chosen methodology, strong creative approach and collaborators who are willing to follow a vision even when it sounds risky, you can turn many potentially average projects into something much more.
Q: In your opinion, what is live marketing’s best advantage?
I would point out one obvious advantage, and that is that you have people who are actually there and want to make the best of their time, so they are dedicated and expect to take part. Each of them has something to
IN BED WITH THE STORYTELLERS 41
say, something to contribute. There is a culture of attending events and staying kind of invisible, the culture of audience. But the fact that people physically arrive at some location, and that happens in a world where we swear in remote communication of all kinds, is wonderful.
Crossover conference Q: What are you bringing to Conventa Crossover?
I am bringing stories from Rovinj, where a brand new hotel has just opened, one of a kind.
Q: What do you expect from Crossover in Ljubljana? I expect to learn something new.
Q: Why should an attendee not miss your session?
THE MORE DIGITAL EVENTS BECOME, THE MORE VALUABLE LIVE COMMUNICATION WILL BE Despina Kozarovska, Co-founder of “Podium”, event management agency GORAZD ČAD //
PERSONAL ARCHIVE
I will show collected material from behind the scenes of a project where even entering the front door is considered exclusive. The theme is visual and verbal concept and execution of communication designed in close interaction with the architecture, interior, place, legends, and guests’ expectations.
Q: Hashtag suggestion for the 2019 edition? #InteractNow
Despina Kozarovska is Co-founder at the event management agency “Podium”, established in Skopje, the Republic of Macedonia in 2013. Despina brings a colorful portfolio, ranging from festivals, corporate, charitable, through incentives and small-scale events, giving her the opportunity to develop a keen sense for creating unique experiences. She is the initiator of the project “Skopje Street Festival” that recently won two awards at the Global Event Awards in the categories Best Cultural Event and Best Festival at the “Eventex” Conference in Sofia, Bulgaria. Despina’s everlasting drive is to pursue her passion and redefine the event scene in North Macedonia and beyond.
42 IN BED WITH THE STORYTELLERS
Let’s talk future
Crossover conference
Q: How are we going to organize events in the future?
Q: What are you bringing to Conventa Crossover?
Applied digitalization trends are inevitable in today’s event management industry. They are to be of a great advantage in facilitating the process of both attending and managing an event. I read somewhere, “The more digital events become, the more valuable live communication will be”. I couldn’t agree more. So, digitalization yes, but the future will create even greater need of focus on the event content, its live segments and emotional engagement attendees will need to inquire. There has to be balance between the digital experience and the human experience.
Q: Is there something you would like to change in the world of events?
We have all been witnesses that many event attendees tend to participate in events through the lenses of their cameras, rather than the lenses of their own eyes. I would say that this would be the challenge of event profs in the future, how to make attendees digest content, rather than only capture and share content? How to make people move into action? I would change the way we set event goals and what we implement along the way to meet them. In other words, we need to be very innovative as to how we build the road to meet the event goals. Secondly, we need to evolve when it comes to client-event profs communication. For example, in North Macedonia, we are facing a market where event visual identity is sometimes more important than event content. So our constant challenge is to find ways and change the perception that our clients create for their events, by investing a lot into the form of developing event concepts. And we need to talk more about the ROI in events. It is a vital point when setting the event objectives and impact.
Q: What do you love about your job the most?
I love the adrenaline and the never-ending possibilities in creating unique experiences. “Multilevel multitasking multiplied multiple times is event management”. Actually, this quote says it all. Event profs are all mighty.
Q: In your opinion, what is live marketing’s best advantage?
Its live. That is the main advantage. It can never go old and it will be even more valuable.
Story. I am bringing my story.
Q: What do you expect from Crossover in Ljubljana?
To learn, gain and share experiences, stories and know-how.
Q: Why should an attendee not miss your session?
It is a content journey through the story of successes and failures of one event entrepreneur. The stories of failed content and winning content in events. In other words, it will be a roller coaster ride.
Q: Hashtag suggestion for the 2019 edition? #ExperienceCrossoverLive
IN BED WITH THE STORYTELLERS 43
TECHNOLOGY WILL DETERMINE THE FUTURE OF EVENTS Lara Vodlan, Marketing and Communication Manager at Microsoft Slovenia GORAZD ČAD //
PERSONAL ARCHIVE
Let’s talk future Q: How are we going to organize events in the future?
Technology will determine the future of organization of events. It will be part of every step on the way – from registration to content planning and it will also augment the events themselves.
Q: Is there something you would like to change in the world of events?
Organizing events for the sake of events. Events are not the answer to every marketing or business need. It’s nice to get together and enjoy nice food and drinks, but nice is not marketing KPI.
Q: What do you love about your job the most?
Opportunity to learn and grow. Marketing is changing – or even better – evolving with such big speed that it’s crucial to be able to have all the resources and tools to take the right decisions.
Q: In your opinion, what is live marketing’s best advantage?
The attention of your audience. They took time from their calendars to attend your event. They are there in the room with you and you do not have to compete with other open tabs in their browser as you have to online. But if you let them down that is probably the last time you see them.
Crossover conference Q: What are you bringing to Conventa Crossover?
Curiousness! I’m looking forward to hearing all the good stories!
Q: What do you expect from Crossover in Ljubljana? Inspiration!.
Q: Why should an attendee not miss your session? Because it’s going to be fun and dynamic.
Q: Hashtag suggestion for the 2019 edition? #letshaveanevent
Lara Vodlan is Marketing and Communication Manager at Microsoft Slovenia and head of NT Conference. She tries to combine the best of events and digital marketing to build a solid business platform. With a rich history in culture events and many years in IT marketing, she is very experienced in combining the incompatible.
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CONVENTA BEST EVENT AWARD 2019
Every year Conventa draws attention to excellence in the meetings industry with an award for the best event in ‘New Europe’. The winners will be announced in August 2019 during the Conventa Crossover conference in Ljubljana.
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46 CONVENTA BEST EVENT AWARD 2019 // THE JURY
THE JURY International experts from the field of event organisation All submitted entries will be evaluated by a jury consisting of international experts from the field of event organisation. The jury will initially define a shortlist of events which will be announced on 16th August 2019. A chairperson and vice-chairperson will be chosen from among all members of the jury, who will have the deciding vote. A deciding vote is used only in cases where the results of the jury’s votes are tied. Members of the jury are excluded from evaluation entries in which they are, or have been, personally involved, or where their companies or agencies are involved. The jury can decide not to make an award in a certain category if it decides unanimously that entries in an individual category do not meet the standards of the award. All the interim results of the evaluations of entries, the interim evaluations by individual members of the jury and the content of discussions among members of the jury are confidential. All members of the jury and the representative of the organisational board for the Conventa Best Event Award are committed to secrecy
Davor Bruketa
Patrick Delaney
Davor Bruketa is the coowner and Creative Director of Bruketa&Žinić OM advertising agency. He is a permanent member of the New York Cresta Awards jury and was also the first jury president of the London International Awards coming from Southeastern Europe.
With his business partner Pádraic Gilligan, Patrick Delaney is Managing Partner at SoolNua, a boutique consultancy firm working in the Meetings and Events industry. Patrick worked in hotels in Ireland, Canada as well as Bord Failte’s Hotel Advisory Service. He also led the sales and marketing for the Irish Tourist Board.
Bruketa & Žinić&Grey
Soolnua
CONVENTA BEST EVENT AWARD 2019 // THE JURY 47
Ivo J. Franschitz
Jose Garcia Aguarod
Ivo J. Franschitz owns a master’s degree in international marketing from the Vienna University of Economics. Currently, he holds a Board member position with EMBA (Event Marketing Board Austria) and with LiveCom Alliance, as well as being an active member of ICCA and of 27NAMES.
Jose is the founder of the Eventoplus Group of event and MICE related publications and events. He is an entrepreneur, trainer and speaker. Jose has been fully dedicated to the events and MICE industry for the last 18 years, as an organiser, as a final client and as a professional media publisher.
Enited
Eventoplus
Elling Hamso
Luca Favetta
Elling has spent most of his career as a senior executive in the Norwegian oil and gas industry and later as a management consultant. He started an event agency in Norway in 2000 and Event ROI Institute in 2005. He consults and speaks frequently on subjects such as ROI, events industry trends and meeting architecture.
Since January 2017, Luca Favetta has been the Regional Business Director EMEA at PCMA (Professional Convention Management Association), the world’s largest network of Business Events Strategists, and is responsible for developing the PCMA Brand and Educational Services in the Region.
Event Roi Institute
PCMA
48 CONVENTA BEST EVENT AWARD 2019 // THE JURY
Claudia Koehler
Stefan Kozak
As Corporate Vice President, Claudia Koehler successfully coordinates the daily business of VOK DAMS Events + LiveMarketing company, together with CEO Colja Dams. Before joining VOK DAMS, Claudia Koehler was in the telecommunications industry and PCO business, where she gathered experience on impressing customers.
Stefan Kozak is the founder of CREATIVE PRO, a live & event marketing company, which developed into a diversified group of companies, called CREATIVE PRO group focused on the Slovak and Czech market. He is in charge of business development, strategical acquisition and specific ‘live marketing’ projects.
VOK DAMS
Creative Pro
Jan-Jaap In der Maur
Kevin Jackson
Jan-Jaap is the owner-moderator at Masters in Moderation. He is a firm believer that a carefully selected moderator-facilitator will make meetings more effective, more fun and definitely more worthwhile. His dream is to raise the standard of meetings worldwide, by providing them with the best moderators.
Kevin Jackson has been voted the most influential person in the UK event industry. He worked with marketing groups such as Interpublic, Grey, Saatchi, Jack Morton and George P Johnson. He is using his philosophy of business growth in his new role as the Editor in Chief of Live Communication magazine.
Masters of Moderation
Livecom Magazine
CONVENTA BEST EVENT AWARD 2019 // THE JURY 49
Christian Mutschlechner Christian Mutschlechner is one of the leading figures of the international meetings and events industry. He has over 40 years of experience in this field and has been the CEO of the Vienna Convention Bureau (VCB) for 27 years. He has also been president of the European Federation of Conference Towns and ICCA.
Melinda Rebrek
Pirana Productions
Melinda started as a Casting Manager in times when that profession in Slovenia was as common as E.T. She embraced independency with Pirana Productions. A few years ago, a handful of dedicated individuals decided to put Slovene fashion on the map. Zvereene Institute was established and Ljubljana Fashion Week was born.
Jens Mayer
Angeles Moreno
Jens Mayer has built his career helping brands build strong relationships with the people that matter most to them, through live and digital marketing. He leads Jack Morton Worldwide’s (JMW) offices for the German-speaking market and has more than 20 years of experience in the brand experience industry.
Angeles is chairman of Meeting Professionals International – European Advisory Council 2018. She has an extensive experience within the meetings industry. She is an entrepreneur, leadership mentor and public speaker. After more than 16 years with her own events agency, a little over a year and a half now, she shifted focus to the design of strategic events using the Event Canvas™ methodology.
Jack Morton Worldwide
Creative Dots
50 CONVENTA BEST EVENT AWARD 2019 // EVALUATION SYSTEM
EVALUATION SYSTEM How does the evaluation work? Evaluation of the submitted events is carried out on a three-stage basis according to a unique 80:20 model. 80% of the votes are contributed by the jury whilst the audience at Conventa Crossover contributes the remaining 20%.
Phase 1: Online selection of submitted events Pre-selection of submitted entries is carried out by an expert jury on the basis of strict evaluation criteria, which are presented below. The jury choose up to a maximum of five events per category (five B2B and five B2C). All the shortlisted events receive a diploma. Applications should be submitted by 15th July 2019 at the latest.
Phase 2: Live voting by the audience at Conventa Crossover At the Conventa Crossover conference, finalists will present their event to participants, who will evaluate each one using the Slido system. Presentations will take place in a combination of the Pecha Kucha format and video presentations. Each presentation should be a maximum of 10 minutes.
Phase 3: Announcement of the winners on the basis of votes counted The expert jury will choose the winners on the basis of the sum total of their points and the audience votes. The winners will be announced on the second day of the Conventa Crossover conference. Two awards will be bestowed – for the best B2B event, the best B2C event and the best Crossover event.
CONVENTA BEST EVENT AWARD 2019 // EVALUATION CRITERIA 51
EVALUATION CRITERIA The main criteria that will be used
1: Creativity
5: Results of the event
Evaluating creativity in the approach based on the target group and originality/uniqueness of the concept of the event itself, which opens up new aspects in the organisation of events.
Evalution of the results in relation to the established targets of the project and the funds invested, and evaluation of the added value (Return on Investment - ROI).
2: Relevance
6: Event communication
How relevant the event is for the target group and what is the achievement of the target group and its involvement in the event.
What the event contributed to the long-term communciation and marketing strategy of the client and the event organisers.
3: Innovation Measuring innovativeness in organisation of events, content, programme design and technical support. Innovations that are new in the region are taken into account.
4: Execution The execution of the event from the perspectives of project management, management of personnel, partner relations with the client and logistical execution.
7: Sustainable policies Communication and positioning the values and identity of sustainable management and actual implementation of measures at the event.
8: Legacy Evaluation of the long-term effects and benefits of all parts of the project and measuring its wider social influence.
9: Overall final impression of the event The overall impression: originality, creativity, added value.
52 CONVENTA BEST EVENT AWARD 2019 // CATEGORIES
CATEGORIES Awards are divided into three categories 1. Category B2B // Best Corporate Convention / B2B
A meeting of a large number of individuals organised by a company or association with the aim of presenting innovations and acquaintainces. These events are usually invite-only.
// Best Trade Show / B2B
A trade show is a form of an exhibition of products and/or services that is aimed at members of specific industries.
// Best Incentive /B2E
Motivational travel is a meeting with the purpose of motivating and rewarding employees for their past work. Exclusive travel is entirely organised and, in the majority of cases, also paid for by the company or organisation.
// Best Product or Service Launch / B2B
Events for launches of new products or services. A typical example is the launch of new cars.
// Best Educational Event / Training / B2B
Educating and training for employees in individual companies, which is intended to promote the development of human resources.
// Best Team Building Event / B2B
Events designed to increase motivation and promote cooperation in a team or company.
// Best ceremony / B2B
Opening or closing ceremonies, gala dinners.
CONVENTA BEST EVENT AWARD 2019 // CATEGORIES 53
2. Category B2C // Best Association Conference, Congress / B2C
An interactive meeting for the expert public intended for debates, the exchange of opinions, searching for solutions and consultations. It can take place on a continual basis annually/biennially.
// Best Sports Event / B2C
Sports events that are organised by individual sports associations or private companies and which mainly include amateur participants and the wider public.
// Best Music Event / B2C
Musical entertainment events such as concerts, musicals, music festivals.
// Best Cultural Event / B2C
A public cultural event which includes one of the fields of art and which requires complex prepration and organisation.
// Best Non-profit Event / B2C
Events for non-government and non-profit organisations.
3. Category Crossover // Crossover event
Open to events demonstrating an original idea that’s big and brave for B2B and B2B public.
// Best Festivals / B2C
Multi-day events which enable an insight into achievements in particular professional or entertainment fields.
// Best Pop-Up Event / B2C
Spontaneous celebrations, anticipated but unexpected happenings or experiences which ultimately impress audiences and draw new crowds.
// Best Brand Activation / B2C
Event or experience that enables brand to engage directly with consumers and build a loyal brand community around your product or service.
// Best CSR Event / B2C
Sustainable initiative events, educational and training events and any other event that contributes to the improvement of the social, environmental and economic development of local communities and society at large.
54 CONVENTA BEST EVENT AWARD 2019 // FAQ
FAQ About the Conventa Best Event Award Q: Can multiple events be entered into the competition?
Q: Who will evaluate the entries?
Q: From which countries can entries be submitted?
Q: What are the evaluation criteria?
Individual organisations or agencies can submit an unlimited number of applications in individual categories. The fee for each entry is EUR 250+VAT.
Applications are open to all event organisers in the region of ‘New Europe’ (Central and Eastern Europe).
Q: For which time period can events be registered?
Events that were organised in the period from 15th July 2018 up to the deadline for the submission of applications of 15th July 2019.
Q: Is the recipient of the award the agency or the client?
In individual categories, in addition to the client, the agency i.e. the executor of the project, receives the award.
Q: What kind of promotion do you assure?
All finalists will be published for an indefinite period on the project website – www.crossover.si
Q: What does the participation fee include?
The fee for the submission of entries is EUR 250 and includes participation in the process of evaluation by the international jury, and 2-day attendance of the Conventa Crossover conference on 28th and 29st August 2019 in Ljubljana’s Cankarjev dom.
An international jury consisting of well-known experts in the field of event organising contributes 80% of the votes whilst the remaining 20% are provided by participants of the Conventa Crossover conference.
The evaluation criteria can be found on the website www.crossover.si. Each criterium is evaluated on a scale from 1 to 10. The sum total of the jury’s nine evaluations contributes 80% of the final result, whilst the sum total of the evaluations of the participants of the Conventa Crossover conference accounts for the remaining 20%.
Q: What does the 80:20 model mean?
Evaluation of submitted events is carried out on a three-stage basis according to a unique 80:20 model (80% of votes are contributed by the jury whilst the expert public at the Conventa Crossover event contribute the remaining 20%).
Q: How does the process of evaluation take place by the public?
Evaluation will take place live via the Slido application through a moderated evaluation at the end of each presentation by finalists.
Q: Where will the awards ceremony be held for the Conventa Best Event Award?
The award will be presented as part of the jubilee Conventa Crossover conference which will take place on 28th and 29th August in Ljubljana. For more information visit: www.crossover.si/best-event-award
CONVENTA BEST EVENT AWARD 2019 // FAQ 55
56 CONVENTA BEST EVENT AWARD 2019 // FINALISTS AND WINNERS 2018
FINALISTS AND WINNERS of Conventa Best Ewent Award 2018 Every year Conventa draws attention to excellence in the meetings industry with an award for the best event in ‘New Europe’. The intention is to award those events that are not only innovative and creative, but also effective – those that achieve, or even exceed, their long-term communication, marketing, and business aims. However, this year, the rules of the competition had been thoroughly revised (on the ground of wishes and requirements expressed in a survey taken by Conventa participants through the years). Thus, this year we presented a new model of the competition for the Conventa Best Event Award which was, besides the new rules, also for the first time an integral part of the Conventa Crossover conference instead of the Conventa trade show. In regards to the model: the new rules included an innovative, and first-time carried out evaluation process that none of the other event competitions has ever done before. The twist was in instead of leaving all of the voting voice to expert jury, we introduced also voting rights for the audience. The votes from the participants at the Conventa Crossover conference accounted for 20% of the overall score, while the votes of preliminary jury voting for 80%. So, when we had gathered the votes from our expert jury, we got a selection of 17 finalists who later had to present their exciting projects in front of the entire Crossover audience.
The finalists, chosen by our expert jury in the preliminary voting, were:
Finalists for the best B2B event // CEF Coordinators Meeting
Organizer: CEF - Center of Excellence in Finance Client: CEF - Center of Excellence in Finance Date: 9-11 May, 2018 Event type: Educational Event/ Training
// Good Game Zagreb Organizer: Nikola Stolnik Client: Good Game Global d.o.o Date: 18-19 May 2018 Event type: B2B Esports Event
// 23rd Microsoft NT Conference Organizer: MPG Plus d.o.o. Client: Microsoft Slovenia Date: 22-24 May 2018 Event type: IT and business conference
// Pajama Party
Organizer: Projektil and Imago Ogilvy Client: miss7 Date: 15 November 2017 Event type: Product or Service Launch
CONVENTA BEST EVENT AWARD 2019 // FINALISTS AND WINNERS 2018 57
// 25th Anniversary of Porsche Slovenia Organizer: PM, Poslovni Mediji d.o.o. Client: Porsche Slovenija d.o.o. Date: 23 May 2018 Event type: Corporate Anniversary
// The Millenial Scrapbook Organizer: Projektil and Imago Ogilvy Client: miss7 Date: 27 March 2018 Event type: Corporate Convention
// Slovenian Incoming Workshop
Organizer: Slovenian Tourist Board Client: Foreign TO/TA and Slovenian tourism providers Date: 7-9 June 2018 Event type: B2B
// NLB Business Forum Organizer: NLB & Grey Ljubljana Client: NLB Date: 25 May 2018 Event type: Corporate Convention
// Fotona Underwater Party Organizer: Agencija Promo d.o.o Client: Fotona d.o.o. Date: 25 May 2018 Event type: Gala dinner
Finalists for the best B2C event // Festival of Lights Zagreb Organizer: Zagreb Tourist Board Client: Zagreb Tourist Board Date: 15-18 March 2018 Event type: Festival
// Air Future
Organizer: Via Media Client: Bosnia Energy Efficiency Project Date: 05 March 2017 Event type: Non-profit Event
// Speak Dating: European Day of Languages
Organizer: Komunikacijski laboratorij Client: European Commision Representation in Croatia I Directorate General for Translation of the European Commission Date: 26 September 2017 Event type: non-profit
// Poreč Open Air Festival of Life Organizer: MPG d.o.o. Client: Valamar Riviera d.d. Date: 1 July – 15 September 2018 Event type: Cultural/gastronomical
58 CONVENTA BEST EVENT AWARD 2019 // FINALISTS AND WINNERS 2018
Finalists for the best B2B & B2C
And the winners of the Conventa Best Event Award 2018 based on the additional 20% votes of the Crossover audience were:
// Gourmet Cup Ljubljana
Organizer: Jezeršek gostinstvo Client: Jezeršek gostinstvo Date: 27-30 January 2018 Eventtype: CrossoverEvent
// Expedition to Mars Organizer: M2Communications Client: Delta Motors Serbia Date: 28 November 2017 Eventtype: Conceptual Event
Best B2B event // 23rd MICROSOFT NT CONFERENCE organised by MPG Plus d.o.o The biggest Slovenian technological and business conference had between the 22nd and 24th May brought together 2200 attendees to witness over 130 domestic and foreign speakers.
// Bee Initiative
Organizer: Intercontinental Ljubljana Client: All segments Date: 19-31 May 2018 Event type: Educational and Interactive series of programs
Best B2C event // FESTIVAL OF LIGHTS ZAGREB organised by Zagreb Tourist Board A four-day festival brought to life attractive audio-visual installations and projections with a common theme of spring at 19 different locations in Croatia’s capital.
Best B2B and B2C event // EXPEDITION TO MARS organised by M2Communications A futuristis and a unique conceptual project organised for a launch of a new car model with the goal of providing the experience of exploring the Red Planet.
CONVENTA BEST EVENT AWARD 2019 // FINALISTS AND WINNERS 2018 59
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POWER TO THE MEETINGS
The methodology for creating memorable events Conventa Crossover is organised and inspired by the Power to the Meetings Methodology.
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62 POWER TO THE MEETINGS // METHODOLOGY FOR MEMORABLE EVENTS
POWER TO THE MEETINGS The methodology for creating memorable events GORAZD ČAD //
SHUTTERSTOCK
Every event planner’s wish is not only to satisfy the participants’ needs, but also to inspire them. The power of events lies in the co-creation and the contact of participants with the organiser’s idea. The moment when a spark of creative energy is lit between participants and organisers is limited and therefore requires careful planning. The process of planning events at our agency is simply called “Power to the meetings”. Even with events we need a very strong skeleton for good composition. The methodology that we use is based on many years of experience and is inspired by the Danish Meetovation methodology. In order to develop the positive experience of the participants we follow the logical phases by using a variety of tools integrated in every event and led by certain rules that can only be learnt by time and through experience.
1. CONTENT
The secret and essence of events are good stories. The best are simple, clear and sincere, and because it speaks to the heart and soul the basic story must grab the participants at first glance. Such stories are those that separate meetings logistics experts from meetings architects. The first are adherents of the beaten tracks, while the others are looking to create something new, passionate and exciting. Practical tool: Event content canvas
2. PARTICIPANT JOURNEY
In this phase we come up with the concept for the participants’ experience. Step by step we guide participants through all the experiences that are written down in the form of a script. In it we also include the user
POWER TO THE MEETINGS // METHODOLOGY FOR MEMORABLE EVENTS 63
experience in the field of communication. We finally test the scenario on a group of test participants.
Practical tool: Disposition of experimental points of the event
Practical tool: Scenario of user experience
‘Genuine’ is all that is authentic. We all love to look and create unique experiences that are nothing but authentic and nicely spiced up nostalgic stories. Authentic cuisine, music, special historical sites and cultural history are at the core the elements of every successful event, from incentives to big congresses. Participants like to return back to nature, get to know the authentic way of life, feel real feelings, smell original smells and experience special venues.
3. BRANDING
Branding is the tool for the construction of visibility of the event by using the name, image and symbols as a kind of fingerprint of a desired identity. It is a part of existence as it is understood or decoded by the participants and it represents an important part of the event development. The result of a carefully planned branding is the reputation as a clear measurement for brand and image of the event. Practical tool: Brief for brand of the event
4. RHYTHM
With rhythm we gather together the different parts of the event and put them into a meaningful chronology. Instead of tones we use programme segments with greater and lesser attention of participants. People react instinctively to rhythm, so thinking about the rhythm of the event is one of the elementary duties of the organiser. Practical tool: Programme scheme
5. CREATIVE SET UP
You need to support an appropriate environment to start off the debate among participants. Speakers are mostly the motivators and provocateurs. Different venue set ups like “open space”, “open fishbowl” or “word café” will all instantly improve the communication and set it on a higher level, compared to the traditional classroom set up. In collaboration with the architects we visualize our experiences and prepare them for implementation. Practical tool: Visualization of space (floor plan, 3D animation)
6. SPEAKER MANAGEMENT
As organisers we have to make sure the speakers are informed and prepared. At the forefront is not only the transfer of knowledge and experiences, but also the importance of speakers also including in their work the interaction with participants. Depending on what we want to achieve, we advise the usage of different programme formats (Pecha Kucha, TEDx, elevator pitch,…) Having an appropriate moderator that will connect the programme segments is also crucial for the success of the event. Practical tool: Instructions for speakers
7. CO-CREATION
We learn the most when we do it ourselves. In our opinion a precondition for the active involvement of the participants is to use the method of experiential learning. Before that we have to explore and get to know the participants’ needs and wishes. This stage of the process requires careful planning, starting from the content that through different methods (workshops, hand zone) and technical devices we bring closer to participants (Sli.do).
8. AUTHENTICITY
Practical tools: Matrix “Off the beaten MICE track”
9. GREEN THINKING
Our agency is the author of recommendations for organising green meetings, which are used as standard bearers by the Slovenian Convention Bureau. We urge clients to plan, execute and evaluate sustainable measures together. Sustainable measures are implemented in the venue decision, transport of participants, the culinary offer for participants, communication, materials and the technical execution of the event. Practical tool: Matrix of sustainable measures for the organisation of events
10. ROI
Participation in an event is under the microscope, marketing budgets are shrinking and directors require maximum ROI. That which cannot be measured, cannot be managed. So how do we do it? We carry out targeted surveys among stakeholders to regularly check the satisfaction of key stakeholders. Having participants in mind, it all starts with clear goals and expectations. If there are no goals, it is easy to say everything went well. Setting goals is a must, as only this way can you truly measure what has been achieved. An important part of ensuring high profitability is also generating a feeling of quality. Practical tool: Surveys for the measurement of ROI of events
Secret ingredient for energy: ROCK’N’ROLL
Successful event organisers know how important it is to organise an event with love and positive energy. You need to know how to create the flow of energy between the organisers and participants, the speakers and the audience, the sponsors and the crowd. The event venue has to have a flow as well, like rock festivals or large airports. Above all, to create good energy we have to check the three basic event elements. First is the element of surprise. Some also call it a ‘first impression’. The second element is communication, that is before, during and after the event, transmitting the energy all the way up to the heights of modern hybrid communication of social media. Thirdly, and lastly, is the element of an effective dramaturgy, which includes the ambience of the venue, design of the stage, light and, for the true congress rockers, also great rock riffs, or, in other words: each event must have its own colour and sound.
64 POWER TO THE MEETINGS // CONTENT IS KING
CONTENT IS KING We don’t create events, we tell stories GORAZD ČAD //
DESIGNED BY RAWPIXEL.COM / FREEPIK
DEFINITION
In this day and age, to create opportunities and impress people we mostly turn to digital platforms. These platforms, however, are hungry for good stories and high-quality content marketing. I like to say that the digital beast is tremendously hungry for good content. Today, content marketing has to be included in every marketing process, especially event organisation. Good content is essential to the success of your event.
THE STARTING POINT
In my opinion, excellent events go hand in hand with good stories. When explaining to my children what good music means to me, I always talk about good, intelligent, vivid lyrics. Lyrics that criticise, are lucid and at the same time poetic. It is the heart that counts the most. But the easiest way to explain this to them is through fairy tales. Here’s the listener and there’s the story and its narrator: no distracting noises
and props in between. I’m certain that storytelling is the most efficient communication mechanism which enables us to build a relationship with event participants. What’s more, such approach will stick in their minds and, if the story is really good, in their hearts as well. Indeed, events have been the best storytelling medium since the dawn of time.
THE CONCEPT
As event organisers we have to give our clients and event participants good stories. We have to educate our audience and constantly provide them with only the best of what there is. Congress stories are in their nature urban, hip and rock. Just look at the top meeting destinations, and you’ll see. Nothing beyond urban-polis, which is where most of your and our meeting participants come from as well. Unfortunately, such stories often remain unheard due to the stereotypical pop culture, which, thanks to media pressure, also prevails among meeting participants. An
POWER TO THE MEETINGS // CONTENT IS KING 65
interesting comparison arises at the mention of music and the meetings industry. As soon as industries are brought into conversation, there seems to be an abundance of good stories. But in reality, good stories are (too) scarce in both industries. Just think about how many silly lyrics you have heard recently and how many average, barely fun events you have attended. The fact is that storytelling is an indispensable and wonderful way to attract participants, connect with them and establish long-term relationships. To this end, you should use all available channels. Once your event becomes synonymous with a good story, people will identify with it easier and quicker and the event will become contagious. In doing that, there are, however, many challenges to consider. The most important is to test the relevance of your story against your target group. You have to know your target group very well and have a detailed understanding of all their needs, which requires a lot of hard work and investments. Those who learnt that a long time ago, today manage their own communication channels to present their stories, which has earned them the biggest advantage.
TIPS AND TOOLS
3. Good scenarios are based on extraordinary stories The essence of every event is the story that you wish to tell and constitutes the scenario for the event. To make an interesting scenario, you need drama, conflicts or contradictions between characters, and strong emotions. Events are not like books or radio, at best they’re like films which can serve as a source of inspiration and knowledge for how to best present a story in pictures and words.
4. The event world is composed of stories Recognition is the key competitive advantage to have in a world of countless events. If we fail to distinguish ourselves from the others, participants don’t have the chance to recognise us as the right choice for them. And we can only stand out with the help of high-quality targeted stories. If you don’t know and understand your target group, you’ll have trouble reaching your goal. But before that, you have to find answers to who are you in the universe of events and what kind of story you tell.
5. You have to know how to tell a story about yourself
It is false to say that content marketing is unnecessary, when in fact it is omnipresent. We live in a hyperconnected meetings world, and what’s new today will be outdated tomorrow. Content marketing has by all odds overtaken advertising and companies will in the future certainly invest more in high-quality content which will enable them to gain and keep satisfied customers. Good content marketing doesn’t require anything spectacular. If your customers are satisfied with what you offer, you’re probably on the right track. For starters, you should start listening to your event participants.
Today, only a small fraction of original stories capture our attention. We only devote our attention to things that we benefit from and those that entertain us. Content marketing helps us create stories which are important to participants, who as a result, reward us with loyalty and event attendance. If we don’t tell the stories, they will! And not necessarily positive ones. Once you connect stories with successful sales, you’re on the road to success.
I’m of the opinion that efficient content marketing creates opportunities and enables the event to take place in the first place. Often, content marketing is considered to be synonymous with scriptwriting, copywriting, creating story boards, which is far from the truth.
Why is it then that content marketing is crucial to event organisers?
Can you imagine an event promotion without a good website? But a website isn’t enough. You also have to use search engine optimisation (SEO) to make it visible. Every search engine follows its own rules to listing search results, but what they all have in common is that they reward good and relevant content. This is currently the most dynamic area of content marketing, where you can easily jeopardise your search engine and meetings market position if you lack appropriate knowledge.
1. A good event brief requires excellent content marketing
7. Social media as a catalyst of your congress stories
When drafting a brief, you will need to employ all content-marketing elements. The success of the brief largely depends on how the event story is written and presented. This requires an enormous amount of knowledge, team work, and content-marketing expertise.
Social media and content marketing are the winning combination today. You’ll raise awareness of your event through social media. At the same time, you’ll use them to direct participants to additional content on your website. Furthermore, social media boast viral potential which can serve as a strong indicator that your event is trustworthy. You can achieve this with various content-marketing tools, from informative articles, webinars, demo videos, case studies addressing good practices, to white papers. Professional profiles from the field of content distribution, such as photographers, graphic designers, video producers, and journalists are key to the success of content distribution via social media.
2. Preparing offers and event pitches entails the use of content marketing on a daily basis In reality, you deal with content marketing every single day when you respond to enquiries and RFPs. Successful offers provide answers to the classic “problem – benefit – opportunity” challenge. You story may be successful without a knowledge of content marketing, but with it your client will realise that you’re able to solve their problem, that they will benefit from you, and that they may miss out if they don’t take the opportunity.
6. High-quality content is the digital Trojan Horse
8. When it comes to contacts, more is more True and authentic stories are the pillar to your sales. Such stories namely give rise to a positive reaction which then translates into an active
66 POWER TO THE MEETINGS // CONTENT IS KING
participant base. The conversion of the content into the base of potential customers is the foundation stone of direct marketing and sales. In view of that, the golden rule of sales should be, that building up the potential customer base comes first and foremost. You should spend much more time identifying the target group that best fits your story. In doing that, quality should be put before quantity. It is the potential customers who express interest and we can only get through to them with appropriate content.
9. Content is the asset of your event Good content is the communication asset of your event. Think about the content and programmes that you have developed and maybe even put under copyright protection. This is a kind of seed capital that may bear rich fruit but may also be completely useless if you don’t provide for adequate content distribution. The best event organisers take content distribution matters into their own hands, becoming new editors in charge of participants’ satisfaction and high-quality attractive content.
speaker structure included influencers from various fields. TEDx events are organised locally and governed by licences. Their content covers a wide range of themes from the fields of science, art, politics, global issues, architecture, music and other areas. It is the simple idea and format, along with strict and in-depth work with speakers, that make for the success and constant quality of these events. The speakers, who are selected by a strict group of organisers based on prior selection and rehearsal, are extremely well-prepared and generally present attractive stories. In the last 35 years, the event has become a global movement and an example of good practice for event organisers in general. www.ted.com
10. Can you still afford not to use content marketing? In the past, we got by just fine with a simple website. Today, it is important to ensure a comprehensive user experience on all channels. Think about what powers the latter-day mix which leads to sales events. High-quality content powers your landing page, Facebook profile, YouTube channel, corporate magazine, call centre, digital campaign, newsletter, direct marketing, and your events.
RECOMMENDATIONS
First and foremost, good stories have to have credibility. But they also have to be useful. Never sensationalistic. Through good content we offer meeting participants the possibility to interact and co-create the event. And this is the essence of today’s story. Whatever picture you may have painted in your mind as a meeting organiser, your story will be co-created by participants and you should subject your communication, technology, and contemporary event organisation to this. We need to realise that nothing can be sold to participants in bulk amounts. Rome wasn’t built in a day, and this is especially true when building meeting stories. At the same time, being infatuated in your own models and resisting new knowledge is a deadly sin. The power of content marketing namely arises from its ability to put itself in the shoes of meeting participants, understanding them and offering them the right solutions at the right time.
INSPIRATION
One example of events which are based on excellent content are TED conferences (Technology Entertainment and Design). The beginning of this story dates back to 1984, when architect Richard Saul Wurman organised the first four-day event in California. The distinctive feature of these events was the format of the presentations which were limited to 18 minutes and which were democratically made available after the event to everyone, regardless of the fact that the
GLOSSARY: Content marketing – a marketing technique of creating and distributing relevant content with the aim to reach a target audience. Inbound marketing – content marketing based on providing useful content which attracts customers (the same as content marketing). Outbound marketing – classic, traditional marketing featuring ads, commercials and direct marketing. Some call it interruption marketing. Content Aggregation – compiling and publishing syndicated and non-syndicated web content, including text, images and video. Commonly a compilation of automated RSS feeds. Content Curation – the process of an individual (or team) consistently finding, organising, annotating (contextualising) and sharing the most relevant and highest quality digital content on a specific topic for a target market. Key Performance Indicator (KPI) – measure of performance used to define and evaluate how successful a content-marketing program is over a period of time Calls-to-Action – a critical part of your content marketing, because they help convert all that site traffic you’re driving through content creation into actual contacts in your database.
POWER TO THE MEETINGS // CONTENT IS KING 67
EXAMPLES Example no. 1 Content canvas as an aid to create event stories.
CONTENT CANVAS SUBTOPICS IDEAS
TARGET GROUPS
TONE OF COMMUNICATION MAIN STORIES
1.
Main target groups to which we will direct our communication together with a brief description of their characteristics.
a. b. c. d.
2. 3.
THE SLOGAN CAMPAIGN SLOGAN
4. The key slogan of the content campaign should be simple.
5. 6. 7. 8.
FORMATS/PLATFORMS Principal platforms used for communication.
9. 10.
Information sources that may be useful for creating stories.
2.
3. What communication style will you adopt with your 4. target groups (positive, friendly, youthful, etc.)? 5.
CTA – PROPOSALS INFORMATION SOURCES
1.
6.
Call to action (CTA), which 7. will help direct the stories. 8.
FEATURES
Features are facts about 9. products or services; they add credibility and 10. substance to your sales pitch. 11.
BENEFITS
Various contents which complement the main stories and are arranged in content sets according to target groups.
Benefits give customers a reason to buy because they Main/supporting stories explain how your product or to communicate over an service improves their lives. extended period of time.
DISTRIBUTION
INDICATORS
How and through which channels content will be distributed.
How to measure campaign results? Unique visitors / Total post reach / E-weekly post reach / Article share / Facebook Likes / Social media content reach
68 POWER TO THE MEETINGS // CONTENT IS KING
Example no. 2 Example of event scenario
SCENE
ACTIVITY
HEADING
SCENARIO AND TEXT
VIDEO
LIGHTS/SOUND
Scene 1
Arrival of participants
MEETINGS STAR 2019
Meetings Star awards, tailor-made for meeting planners.
Opening credits with the Meetings Star logo
Working lights, spinning Conventa jingle
Scene 2
Beginning
10th ANNIVERSARY
Lights are on the host as she enters the stage accompanied by the Conventa jingle playing loud:
Slide: 10 years of Meetings Star
Lights go out before the beginning, then they are directed at the host.
Slide: Best Meeting Destinations
Directed
Welcome, dear meetings friends from New Europe, and let me also warmly greet all of those who will leave here today as winners. In 2018, the Meetings Star award, together with Conventa, celebrated its 10th anniversary. Since its inception, the Meetings Star Award has become known among the circle of event organisers and in the profession as one of the few that is awarded on the basis of established standards and criteria. The awards are conferred by Kongres Magazine and Conventa for the best meeting destinations, hotels, and meetings centres in New Europe. Up until now, 85 New Europe meeting destinations, put into five different categories, have been evaluated.
Scene 3
About the Award
BEST DESTINATIONS
After the introduction, the light changes and the focus is on the presentation:
BEST HOTELS AND VENUES
To all of you who are not yet familiar with the award, I would like to introduce a few details about today’s award ceremony. The awards in two umbrella categories will be announced: A: THE BEST MEETING DESTINATION 2018 B: THE BEST MEETING HOTELS AND VENUES The final score of the destinations and hotels is primarily a tool for improving the competitiveness of individual destinations and hotels. Destinations get an insight into the outward look of their destination with the aim of continually improving and achieving their excellence. As this is a systematic and contingent process, the progress of the individually evaluated criteria can also be monitored over time. Destinations and hotels use our methodology because they want to either become or to remain globally competitive. Each destination is evaluated according to 75 criteria which enable us to compare the meeting destinations in the most realistic way.
Slide: Best Meeting Hotels and Venues
POWER TO THE MEETINGS // CONTENT IS KING 69
Scene 4
Speech
WHY MEETINGS The host invites the Meetings Star Award founding STAR father Gorazd Čad, to join her on stage: I would like to welcome onto the stage the founding father of the Meetings Star evaluation methodology to share with you some encouraging words and further details on the prize and methodology of the evaluation. He will also explain how he came up with the idea in the first place and what do the Meetologues mean for event organisers.
Scene 5
Scene 6
Beginning of the award ceremony
BEST DESTINATIONS
Announcement
XL DESTINATIONS
After the drum-roll and video show, the host announces the beginning of the award ceremony:
Slide: Gorazd Čad, Editor in Chief, Kongres Magazine
Directed (lights out after the speech, followed by a drum-roll announcing the award ceremony)
Slide: Best Destinations
Directed
Slide: the XL category announcement
Directed at the award presenter and winner
We will begin with the award in the category of the Best Meeting Destinations. Kongres Magazine reviews all destinations on the basis of the field work and thorough research of the individual criteria, in order to get as close to the real situation as possible. Every year the reviews and the Meetologues are reviewed and updated with the latest information that individual destinations receive for the assessment and confirmation. Each destination is rated according to 75 criteria which allow for a realistic comparison of individual destinations.
Let’s start with the awards for the best XL Meeting destinations. Destinations that can host over 2,000 congress participants. The first category features the largest European meeting destinations which have exceptionally developed congress infrastructure and excellent aviation links. These destinations are mainly important aviation hubs. The Meetings Star Awards for the best destinations will be presented by Miha Kovačič, Head of the Slovenian Convention Bureau and director of Conventa, and by Gorazd Čad, the editor-in-chief of Kongres Magazine.
Visual drumroll before the announcement of single categories
70
MEETINGS STAR AWARD
Meetings Star awards are tailor-made for meeting planners.
71
72 MEETINGS STAR AWARD // THE BEST DESTINATIONS IN NEW EUROPE
2019 MTLG WINNERS The best destinations in New Europe GORAZD ÄŒAD //
DESTINATIONS CONVENTION BUREAUS
In 2018, the Meetings Star award, together with Conventa, celebrated its 10th anniversary. In the decade of its existence, the Meetings Star award has become recognisable among event organisers and professionals as one of the few accolades that is awarded on the basis of professionally established standards and criteria. The award for the best meeting destinations, hotels, and convention centres in New Europe, is conferred by Kongres Magazine and Conventa.
2. ATHENS
In its 11th edition, the award will be split into two main categories.
4,50
A: THE BEST MEETING DESTINATION 2019 B: THE BEST MEETING HOTEL AND CONVENTION CENTRE 2019 Evaluation of the best meeting destinations has just concluded and we are proud to present the best destinations in 2019.
Final mark
3. WARSAW
The award will reach its peak at the Conventa Trade Show 2020, from 22nd to 23rd of January, 2020 in Ljubljana.
4,48
Final mark
THE BEST DESTINATIONS IN NEW EUROPE: 1. PRAGUE
4. BUDAPEST
4,70
Final mark
4,44 Final mark
MEETINGS STAR AWARD // 2019 WINNERS 73
5. LJUBLJANA
8. TALLINN
4,43
4,36
Final mark
6. ZAGREB
Final mark
9. KRAKOW
4,42
4,32
Final mark
7. DUBROVNIK
Final mark
10. BRATISLAVA
4,39
Final mark
4,29
Final mark
74 MEETINGS STAR AWARD // 2019 XL CATEGORY WINNERS
XL MEETING DESTINATIONS Destinations that can host over 2,000 congress participants The first category features the largest European meeting destinations which have exceptionally developed congress infrastructure and excellent aviation links. These destinations are mainly important aviation hubs.
2019 XL Category Winners SO GOOD THAT WE COULDN’T IGNORE IT!
1. VIENNA 2. COPENHAGEN 3. ZURICH 4. MUNICH 5. EDINBURGH 5. PRAGUE
4.76 4.72 4.71 4.70 4.64 4.64
6. BERLIN 7. BARCELONA 8. ATHENS 8. FRANKFURT 9. WARSAW 10. BUDAPEST
4.61 4.56 4.50 4.50 4.48 4,44
1. VIENNA
2. COPENHAGEN Final mark: 4,72
Final mark: 4,71
Comparison with the region: SMART MICE CITY
Comparison with the region: SCANDINAVIA’S MOST FANTASTIC CITY
Comparison with the region: THE CLASSIC IN A NEW LIGHT
Destination population: 1,867,960 The number of 4* and 5* category hotels: 189 Banquet hall maximum capacity: 2,500 Maximum hall capacity in theatre style: 4,320 Largest hall in the city (in sqm): 55,000 m²
Destination population: 602,481 The number of 4* and 5* category hotels: 83 Banquet hall maximum capacity: 2,800 Maximum hall capacity in theatre style: 7,020 Largest hall in the city (in sqm): 6,772 m²
Destination population: 1,527,881 The number of 4* and 5* category hotels: 100 Banquet hall maximum capacity: 700 Maximum hall capacity in theatre style: 3,100 Largest hall in the city (in sqm): 4,710 m²
Final mark: 4,76
3. ZURICH
MEETINGS STAR AWARD // 2019 XL CATEGORY WINNERS 75
4. MUNICH
5. EDINBURGH Final mark: 4,64
Final mark: 4,64
Comparison with the region: LIVEABLE MEETINGS
Comparison with the region: AN IRRESISTABLE PASSION FOR MEETINGS
Comparison with the region SLAVIC PARIS
Destination population: 1,547,437 The number of 4* and 5* category hotels: 102 Banquet hall maximum capacity: 3,150 Maximum hall capacity in theatre style: 57,450 Largest hall in the city (in sqm): 100,000 m²
Destination population: 464,990 The number of 4* and 5* category hotels: 141 Banquet hall maximum capacity: 1,400 Maximum hall capacity in theatre style: 2,000 Largest hall in the city (in sqm): 15,200 m²
Destination population: 1,301,135 The number of 4* and 5* category hotels: 268 Banquet hall maximum capacity: 2,400 Maximum hall capacity in theatre style: 13,500 Largest hall in the city (in sqm): 10,237 m²
6. BERLIN
7. BARCELONA
8. ATHENS
Comparison with the region: WALK THE WALK
Comparison with the region: THE MEDITERRANEAN BREVIARY
Comparison with the region: BRIDGING THE GAP
Destination population: 3,671,000 The number of 4* and 5* category hotels: 634 Banquet hall maximum capacity: 3,500 Maximum hall capacity in theatre style: 5,000 Largest hall in the city (in sqm): 6,015 m²
Destination population: 1,620,343 The number of 4* and 5* category hotels: 215 Banquet hall maximum capacity: 8,096 Maximum hall capacity in theatre style: 14,288 Largest hall in the city (in sqm): 10,000 m²
Destination population: 3,818,434 The number of 4* and 5* category hotels: 117 Banquet hall maximum capacity: 9,500 Maximum hall capacity in theatre style: 15,000 Largest hall in the city (in sqm): 13,050 m²
Final mark: 4,70
Final mark: 4,61
Final mark: 4,56
5. PRAGUE
Final mark: 4,50
76 MEETINGS STAR AWARD // 2019 XL CATEGORY WINNERS
8. FRANKFURT Final mark: 4,50
Final mark: 4,48
9. WARSAW
10. BUDAPEST
Comparison with the region: KEY EUROPEAN AIR TRAFFIC INTERSECTION
Comparison with the region: CLEAR VISION
Comparison with the region: CONGRESS QUEEN OF THE DANUBE
Destination population: 731,095 The number of 4* and 5* category hotels: 219 Banquet hall maximum capacity: 3,500 Maximum hall capacity in theatre style: 4,880 Largest hall in the city (in sqm): 7,700 m²
Destination population: 1,735,977 The number of 4* and 5* category hotels: 45 Banquet hall maximum capacity: 2,500 Maximum hall capacity in theatre style: 5,200 Largest hall in the city (in sqm): 10,000 m²
Destination population: 1,759,407 The number of 4* and 5* category hotels: 208 Banquet hall maximum capacity: 870 Maximum hall capacity in theatre style: 2000 Largest hall in the city (in sqm): 19,250 m²
Final mark: 4,44
MEETINGS STAR AWARD // 2019 L CATEGORY WINNERS 77
L MEETING DESTINATIONS Destinations that can host a maximum of 2,000 congress participants Congress infrastructure and aviation links in these destinations allow the organisation of congresses for up to 2,000 participants.
2019 L Category Winners SO GOOD THAT WE COULDN’T IGNORE IT!
1. LJUBLJANA 2. ZAGREB 3. TALLINN 3. HAGUE 4. KRAKOW 5. VENICE
4.43 4.42 4.36 4.36 4.32 4.31
6. BRATISLAVA 7. GRAZ 8. VILNIUS 8. THESSALONIKI 9. INNSBRUCK 10. SALZBURG
4.29 4.27 4.26 4.26 4.19 4,16
1. LJUBLJANA
2. ZAGREB
3. TALLINN
Comparison with the region: EUROPEAN GREEN CAPITAL
Comparison with the region: WHITE ZAGREB TOWN
Comparison with the region: SINGING AND SKYPING DESTINATION
Destination population: 279,756 The number of 4* and 5* category hotels: 18 Banquet hall maximum capacity: 1,200 Maximum hall capacity in theatre style: 2,200 Largest hall in the city (in sqm): 2,456 m²
Destination population: 802,762 The number of 4* and 5* category hotels: 27 Banquet hall maximum capacity: 1,600 Maximum hall capacity in theatre style: 1,851 Largest hall in the city (in sqm): 2,360 m²
Destination population: 440,776 The number of 4* and 5* category hotels: 38 Banquet hall maximum capacity: 1,200 Maximum hall capacity in theatre style: 1,892 Largest hall in the city (in sqm): 3,000 m²
Final mark: 4,43
Final mark: 4,42
Final mark: 4,36
78 MEETINGS STAR AWARD // 2019 L CATEGORY WINNERS
3. HAGUE
4. KRAKOW
5. VENICE
Comparison with the region: A PLAYFULL CITY
Comparison with the region: PROUD CITY
Comparison with the region: CONGRESS SERENISSIMA
Destination population: 534,160 The number of 4* and 5* category hotels: 20 Banquet hall maximum capacity: 1,500 Maximum hall capacity in theatre style: 2,161 Largest hall in the city (in sqm): 12,000 m²
Destination population: 769,498 The number of 4* and 5* category hotels: 61 Banquet hall maximum capacity: 2,200 Maximum hall capacity in theatre style: 2,100 Largest hall in the city (in sqm): 4,500 m²
Destination population: 264,579 The number of 4* and 5* category hotels: 218 Banquet hall maximum capacity: 630 Maximum hall capacity in theatre style: 1,000 Largest hall in the city (in sqm): 3,500 m²
6. BRATISLAVA
7. GRAZ
Final mark: 4,27
Final mark: 4,26
Comparison with the region: MEETOSLAVIA
Comparison with the region: SECOND CITY FIRST
Comparison with the region: BALTIC CONGRESS TIGERS
Destination population: 432,801 The number of 4* and 5* category hotels: 35 Banquet hall maximum capacity: 600 Maximum hall capacity in theatre style: 1,300 Largest hall in the city (in sqm): 2,500 m²
Destination population: 284,000 The number of 4* and 5* category hotels: 25 Banquet hall maximum capacity: 2,800 Maximum hall capacity in theatre style: 5,560 Largest hall in the city (in sqm): 6,500 m²
Destination population: 540,919 The number of 4* and 5* category hotels: 34 Banquet hall maximum capacity: 800 Maximum hall capacity in theatre style: 2,000 Largest hall in the city (in sqm): 3,450 m²
Final mark: 4,36
Final mark: 4,29
Final mark: 4,32
Final mark: 4,31
8. VILNIUS
MEETINGS STAR AWARD // 2019 L CATEGORY WINNERS 79
8. THESSALONIKI
9. INNSBRUCK Final mark: 4,19
Final mark: 4,16
Comparison with the region: FRESH TALENT
Comparison with the region: THE HEART OF THE ALPS
Comparison with the region: SALZBURG GIVES YOU WINGS
Destination population: 976,812 The number of 4* and 5* category hotels: 32 Banquet hall maximum capacity: 1,000 Maximum hall capacity in theatre style: 2,500 Largest hall in the city (in sqm): 1,800 m²
Destination population: 130,984 The number of 4* and 5* category hotels: 24 Banquet hall maximum capacity: 800 Maximum hall capacity in theatre style: 1,500 Largest hall in the city (in sqm): 5,660 m²
Destination population: 150,887 The number of 4* and 5* category hotels: 55 Banquet hall maximum capacity: 5,000 Maximum hall capacity in theatre style: 5,000 Largest hall in the city (in sqm): 15,165 m²
Final mark: 4,26
10. SALZBURG
80 MEETINGS STAR AWARD // 2019 M CATEGORY WINNERS
M MEETING DESTINATIONS Destinations that can host a maximum of 1,200 congress participants This is probably the most heterogenous category. The general conclusion is that this category is dominated by regional centres and larger tourist towns.
2019 M Category Winners SO GOOD THAT WE COULDN’T IGNORE IT!
1. DUBROVNIK 2. BLED 2. SCHLADMING 3. OPATIJA 4. PORTOROSE 5. ROVINJ
4.39 4.09 4.09 4.04 4.03 4.02
6. KLAGENFURT 7. VILLACH 8. MARIBOR 9. SPLIT 10. TRIESTE
4.01 4.00 3.95 3.90 3.89
1. DUBROVNIK
2. BLED
2. SCHLADMING
Comparison with the region: PEARL OF THE ADRIATIC
Comparison with the region: THE IMAGE OF HEAVEN
Comparison with the region:
Destination population: 42,615 The number of 4* and 5* category hotels: 29 Banquet hall maximum capacity: 700 Maximum hall capacity in theatre style: 1,200 Largest hall in the city (in sqm): 900 m²
Destination population: 6,332 The number of 4* and 5* category hotels: 8 Banquet hall maximum capacity: 400 Maximum hall capacity in theatre style: 514 Largest hall in the city (in sqm): 500 m²
Destination population: 6,716 The number of 4* and 5* category hotels: 54 Banquet hall maximum capacity: 800 Maximum hall capacity in theatre style: 1,200 Largest hall in the city (in sqm): 1,400 m²
Final mark: 4,39
Final mark: 4,09
Final mark: 4,09
MEETINGS IN EMBRACE OF ALPINE BEAUTIES
MEETINGS STAR AWARD // 2019 M CATEGORY WINNERS 81
3. OPATIJA
4. PORTOROSE Final mark: 4,03
Final mark: 4,02
Comparison with the region: WHERE MEETINGS MEET HISTORY AND ELEGANCE
Comparison with the region: PORT OF ROSES
Comparison with the region: ROVINJ GIVES YOU WINGS
Destination population: 11,659 The number of 4* and 5* category hotels: 22 Banquet hall maximum capacity: 600 Maximum hall capacity in theatre style: 900 Largest hall in the city (in sqm): 1,728 m²
Destination population: 2,849 The number of 4* and 5* category hotels: 16 Banquet hall maximum capacity: 360 Maximum hall capacity in theatre style: 1,100 Largest hall in the city (in sqm): 1,085 m²
Destination population: 14,294 The number of 4* and 5* category hotels: 6 Banquet hall maximum capacity: 800 Maximum hall capacity in theatre style: 1,000 Largest hall in the city (in sqm): 1,600 m²
6. KLAGENFURT
7. VILLACH
8. MARIBOR
Comparison with the region: CONVENTIONLAND
Comparison with the region: THE ALPINE LAKES EXPERIENCE
Comparison with the region: EUROPEAN CAPITAL OF CULTURE
Destination population: 100,538 The number of 4* and 5* category hotels: 11 Banquet hall maximum capacity: 500 Maximum hall capacity in theatre style: 5,000 Largest hall in the city (in sqm): 6,400 m²
Destination population: 61,221 The number of 4* and 5* category hotels: 5 Banquet hall maximum capacity: 400 Maximum hall capacity in theatre style: 1,060 Largest hall in the city (in sqm): 4,500 m²
Destination population: 95,589 The number of 4* and 5* category hotels: 9 Banquet hall maximum capacity: 400 Maximum hall capacity in theatre style: 500 Largest hall in the city (in sqm): 404 m²
Final mark: 4,04
Final mark: 4,01
Final mark: 4,00
5. ROVINJ
Final mark: 3,95
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9. SPLIT
10. TRIESTE
Comparison with the region: CROSSROADS DALMATIA
Comparison with the region: AT THE JUNCTION OF ROMAN AND SLAVIC
Destination population: 178,102 The number of 4* and 5* category hotels: 28 Banquet hall maximum capacity: 450 Maximum hall capacity in theatre style: 800 Largest hall in the city (in sqm): 768 m²
Destination population: 204,849 The number of 4* and 5* category hotels: 16 Banquet hall maximum capacity: 600 Maximum hall capacity in theatre style: 600 Largest hall in the city (in sqm): 640 m²
Final mark: 3,90
Final mark: 3,89
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S MEETING DESTINATIONS Destinations that can host a maximum of 600 congress participants In this category smaller tourist towns prevail, where meeting activities are supplementary in the low tourist season.
2019 S Category Winners SO GOOD THAT WE COULDN’T IGNORE IT!
1. KRANJSKA GORA 2. BOHINJ 3. NASSFELD - HERMAGOR 4. GORISKA BRDA 5. PODCETRTEK 5. ROGASKA SLATINA
3.96 3.93 3.92 3.91 3.90 3.90
6. SOCA VALLEY 7. BAD KLEINKIRCHHEIM 8. HVAR 9. VARAZDIN 10. PTUJ
3.89 3.88 3.87 3.86 3.85
1. KRANJSKA GORA
2. BOHINJ Final mark: 3,93
Final mark: 3,92
Comparison with the region: GOOD WILL IS THE BEST
Comparison with the region: HIDDEN SUSTAINABLE MEETINGS GEM
Comparison with the region: IN THE HEART OF ALPS
Destination population: 1,452 The number of 4* and 5* category hotels: 8 Banquet hall maximum capacity: 300 Maximum hall capacity in theatre style: 360 Largest hall in the city (in sqm): 1200 m²
Destination population: 5,277 The number of 4* and 5* category hotels: 4 Banquet hall maximum capacity: 112 Maximum hall capacity in theatre style: 130 Largest hall in the city (in sqm): 220 m²
Destination population: 18,435 The number of 4* and 5* category hotels: 25 Banquet hall maximum capacity: 190 Maximum hall capacity in theatre style: 250 Largest hall in the city (in sqm): 340 m²
Final mark: 3,96
2. NASSFELD - HERMAGOR
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4. GORISKA BRDA
5. PODCETRTEK
5. ROGASKA SLATINA
Comparison with the region: FERTILE CROSSROADS OF CULTURES
Comparison with the region: THE SUCCESS STORY
Comparison with the region: OLD FOR NEW
Destination population: 5,757 The number of 4* and 5* category hotels: 5 Banquet hall maximum capacity: 130 Maximum hall capacity in theatre style: 200 Largest hall in the city (in sqm): 330 m²
Destination population: 3,224 The number of 4* and 5* category hotels: 2 Banquet hall maximum capacity: 150 Maximum hall capacity in theatre style: 350 Largest hall in the city (in sqm): 3,570 m²
Destination population: 6,856 The number of 4* and 5* category hotels: 8 Banquet hall maximum capacity: 180 Maximum hall capacity in theatre style: 389 Largest hall in the city (in sqm): 350 m²
6. SOCA VALLEY
7. BAD KLEINKIRCHHEIM
8. HVAR
Comparison with the region: EPICENTRE OF INCENTIVE INSPIRATIONS
Comparison with the region: COMPACT INCENTIVE EXPERIENCE
Comparison with the region: ROOM WITH A VIEW
Destination population: 16,537 The number of 4* and 5* category hotels: 4 Banquet hall maximum capacity: 100 Maximum hall capacity in theatre style: 425 Largest hall in the city (in sqm): 300 m²
Destination population: 1,687 The number of 4* and 5* category hotels: 8 Banquet hall maximum capacity: 150 Maximum hall capacity in theatre style: 270 Largest hall in the city (in sqm): 280 m²
Destination population: 11,103 The number of 4* and 5* category hotels: 10 Banquet hall maximum capacity: 220 Maximum hall capacity in theatre style: 370 Largest hall in the city (in sqm): 370 m²
Final mark: 3,91
Final mark: 3,89
Final mark: 3,90
Final mark: 3,88
Final mark: 3,90
Final mark: 3,87
MEETINGS STAR AWARD // 2019 S CATEGORY WINNERS 85
9. VARAZDIN
10. PTUJ
Comparison with the region: A COMBINATION OF MODERN AND TRADITIONAL
Comparison with the region: A UNIQUE LITTLE CITY
Final mark: 3,86
Destination population: 46,946 The number of 4* and 5* category hotels: 15 Banquet hall maximum capacity: 150 Maximum hall capacity in theatre style: 400 Largest hall in the city (in sqm): 300 m²
Final mark: 3,85
Destination population: 46,946 The number of 4* and 5* category hotels: 15 Banquet hall maximum capacity: 150 Maximum hall capacity in theatre style: 400 Largest hall in the city (in sqm): 300 m²
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FAQ Frequently asked questions about MTLG “Ten years ago, when we started preparing the congress travelogues, we couldn’t possibly have foreseen that our methodology for evaluating destinations would have become such an important reference point for meeting planners. As of today, we have published 76 travelogues of various meeting destinations, all based on hard graft and solid field work. Our unflagging enthusiasm for this has demonstrated that we have been setting quality standards that are also being recognized by the wider international industry public through the Meetings Star Awards.” //Gorazd Čad, Editor in Chief
We have collected the answers to some of the most common questions you are asking us about the Meetologues. If you do not find an answer to your question, ask us a new question. We will be happy to answer it.
Q: How do you really evaluate individual destinations?
The destinations are evaluated on the basis of field work done by one of our journalists and thorough research of individual criteria, in order to get as close as possible to the real situation. In addition, we are committed to reality, verifiability and objectivity. Every year we review and re-evaluate the destinations according to the new information that the destination representatives provide.
Q: How did you get the idea of preparing congress travel?
We dare to state that we were the first who developed the new journalistic genre of congressional travel journals – Meetologues, in which we discover new congress destinations based on extensive field research. In doing so, we try to write without “unnecessary luggage”. We want to get closer to objective situations, so our reporters use a special matrix, which we named the Congressional Destination Index. This is a reference system that we are using from the beginning and allows a real comparison of the destinations over time.
Q: Why do we need congressional travel and destination assessment?
Congressional travelogues or Meetologues have become a strong reference point over the past decade for decision makers as well as for the event organizers, when choosing the destinations for their events, especially because of the Meetologues’ logic and the benefits they bring to all of the stakeholders. However, we are convinced that our evaluations are objective and helpful to event organizers, while at the same time they are a helpful tool for enabling destinations to improve in areas where the current situation is different from the competition.
Q: Why is the evaluation important for the destinations?
Our evaluation is primarily a tool for improving the competitiveness of individual destinations. It offers an outward look at their destination with the aim of continually improving and achieving excellence. As this is a systematic and contingent process, the progress of the individual evaluated criteria can be monitored over time. Destinations use our methodology primarily because they want to become or remain worldly competitive.
Q: What differs MTLG from the other evaluation scales?
It is a systematic, structured and analytical process that covers a number of factors, which are defined as important by event organizers. We dare to state that this is the most complex assessment of destinations, which is not based solely on the number of congress events in the destination, but is analytically much deeper. We are proud that our methodology triggers positive changes in destinations and has become a standard.
Q: Why do you use different destination categories (XL, L, M and S destinations)?
Over 90 destinations from the wider region of New Europe are covered in the categorization and evaluation. With the help of different categories, we enable event organizers to choose a destination that suits their needs. Therefore, the category is more guided by what kind of event the individual destination is able to host from a logistical point of view and the general capacity that it offers. Our categorization includes a combination of criteria, the sum of evaluation points of indexes is the basis for classifying destinations into four categories.
Q: What does the term New Europe mean?
The MTLGs were the first to introduce to the international markets the countries of South-Eastern, Central and Eastern Europe through convention programs, which we often rank in NEW EUROPE. Before, with the term New Europe, all the countries of Eastern Europe or the former Eastern bloc were described. Despite numerous stereotypes, the region boasts exceptional conditions for congress tourism: stunning history,
MEETINGS STAR AWARD // FAQ 87
rich cultural and historical heritage, excellent accessibility, affordable acceptance. Many new congress centers and hotels and creative solutions make the NEW EUROPE a fresh and desirable congress destinations.
Q: What does the ACI index refer to?
Using the SEO NetScan connectivity model, the report provides indexes for direct, indirect and hub connectivity based on both quantitative and qualitative metrics. The airport connectivity index is made-up of both direct and indirect weekly frequencies, weighted by their quality. This means that this is not simply a measure of how many city pairs there are, or how many direct services there are. For the purposes of this report, connectivity is a composite measure of the number of destinations, the frequency of services and the quality of the connections (in the case of hubbing or indirect services). You can check for further details at the following link: www.aci-europe.org/policy/connectivity
Q: Why do you use Numbeo index for several evaluations?
Because Numbeo is the largest online database, that does not depend on the media or the lobbies, and is co-created by portal visitors. Above all, we use it because we checked the Numbeo data in the filed and we found out that the data reflected the actual situation as well. And also because the value of the methodology was recognized by the world’s largest media. We are also proud that the idea originated in the Balkans. The author of the methodology is the genius former Google engineer Mladen Adamovic from Serbia.
Q: Are you checking the Numbeo indices in the field?
In order to ensure that all data for individual destinations is actually checked in the field, and in case of major deviations, we also adapt accordingly.
Q: What methodology do you use to evaluate Sustainable measures?
Here we come from the Purity and Cleanliness assessment in Prague, Czech Republic, which in our opinion very accurately defines how far the city is in this area. In Prague, for example, the total index is 568.67, while in Vienna it is 672.63, while in Ljubljana it is 643.57.
Q: How do you evaluate the “Perception on sustainability” criteria?
This grade is connected to Numbeo Purity and Cleanliness index by Numbeo, but equipped with actual measures that destinations need to take in this field.
Q: How do you evaluate “Public transport” criteria?
We also evaluate this criterion on the basis of Numbeo indexes (https:// www.numbeo.com/traffic). If we take Prague and Vienna for example, the index for Prague for example in this segment is 110.37, whereas Vienna has an index of 75.17- the lower the index, the higher a destination positions. A similar difference is seen when comparing C02 emissions, which is 2206 in Prague and 1412 in Vienna.
Q: Why is the ICCA ranking part of the evaluation?
It is the only such annual statistical report in the congressional segment that has more than 50 years history of data captured. We are aware of the shortcomings of the ICCA survey, since it does not cover all the events taking place at destinations, and does not cover corporate or economicbusiness and intergovernmental meetings and motivational trips, which represent an important part of the global meeting industry. For this reason, the ICCA index is only one of the criteria, but it does give a great deal of indication of the maturity of individual congress destinations.
Q: How is the ICCA index calculated?
The final results for the current year are ranked according to the grade from 1 to 5. Specifically, the first and the second ranked destinations on the ICCA ranking get the scores 5, destinations that are ranked below 320 places get a score 1.02.
Q: How can we independently check the quality of each rating?
We already upgraded the entire methodology last year with the benchmarking system, which we perform for individual congress destinations and we named it MTLG BENCHMARK. With our methodology, we save you a lot of valuable time, which you would otherwise have spent on comparing it with your main competitors.
Q: How do you rate the Tourist Information Centers?
This grade is based on actual visits to your information centers.
Q: How do you assess the professionalism of the meetings industry?
This segment grades the responsiveness and professionalism of individual providers and is checked through actual RFP’s and offers. I could probably write an entire book about it, so if you have any questions I will gladly give you some more information. I believe this segment carries the biggest room for improvement.
Q: How did you calculate the carrying capacity of individual congress destinations?
The complexity of the meetings industry means there are many possible variables that can contribute to defining the ‘size’ of a destination. We have been looking for those that are frequently considered to be closely
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connected and interdependent. This aspect of the defining criteria process necessitated a review of existing literature, which is quite limited in that field and is heavily reliant on the statistics prepared by the international association ICCA, which focuses on recording the number of association meetings and their participants at a destination. Our pillar capacity of meeting estimations were calculated based on criteria that were defined with the help of leading experts from various destinations and are as follows:
centres. This criterion is directly linked to exhibition activity, which is most highly developed in the so-called ‘meeting hubs’.
Air accessibility of destinations This assessment is based on the European air connectivity report, which is prepared annually by ACI Europe. Analysing connectivity data from the SEO Economic Research’s ‘Netscan’ connectivity model, the report provides in-depth insights into how well Europe is connected by air, both internally and with other regions in the world. It distinguishes between direct and indirect connectivity, and takes a special in-depth look at the dynamics at Europe’s hubs – which act as engines of connectivity for wider outreach.
Population A city or a town’s population tends to be the catalyst for development, transformation and, of course, also the generator of many events. Over the course of history the meetings industry has developed in the urban regions and is therefore considered one of the factors associated with metropolitanisation and the major conurbations in Europe.
The number of 4* and 5* category hotel rooms The development of meeting destination is directly linked to the number of hotel rooms it has, which according to our study reaches at least twice the maximum capacity of the plenary hall at the destination. The single use of rooms is dominated by congress guests and for business tourism, which includes the meetings industry, the use of rooms in the business categories of 4 and 5 stars is predominant. For that reason, only those hotels are assessed in this category. The number of 4* and 5* category hotels To enhance destination comparisons, we also captured the number of 4 and 5 star category hotels that are predominantly used by congress guests. The number of such hotels is a unique indicator of how well a destination is adapted to business tourism and vice versa. Banquet hall maximum capacity Practically every congress or event also plays host to a social event or a gala dinner. It is often the case that the maximum capacity of the hall for banquets dictates the maximum size of the congress that the destination is able to accommodate. This criterion is therefore extremely important to our assessment.
The largest hall in the city in square meters The size of the hall further dictates the size of the largest events and accompanying exhibitions that can ordinarily accompany such events. These are normally the multifunctional halls in congress and exhibition
Maximum hall capacity in theatre layout Congress centre halls that are suitable for plenary sessions are assessed in this category. To make this a level assessment many sports facilities were excluded, as they typically lack the additional infrastructure required for the organisation of events.
Q: What is the carrying capacity of individual categories of MTLGs?
The new categorization highlighted that, depending on the supporting capacity, destinations can be divided into four categories that are framed based on the maximum number of participants that can be accommodated without encountering any major logistical turmoil or complications. XL MEETING DESTINATIONS Destinations that can host more than 2,000 congress attendees L MEETING DESTINATIONS Destinations that can host up to 2,000 congress attendees M MEETING DESTINATIONS Destinations that can host up to 1,200 congress attendees S MEETING DESTINATIONS Destinations that can host up to 500 congress attendees
MEETINGS STAR AWARD 89
MTLG - SINCE 2009 Up until now, 98 meeting destinations have been evaluated and we could not be prouder.
XL Category
M Category
destinations
destinations
L Category
S Category
destinations
destinations
26 22
24 26
Your destinations can also be evaluated, attain a spot on the MTLG scale and be bestowed the Meetings Star award. With our complete methodology, we have saved you a lot of your valuable time that would otherwise be spent in comparing yourself to your main competitors.
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The MTLG evaluation uses a 5-step process:
Step #1
Step #2
A visit to the destination is carried out by one of our expert journalists (2 days), providing first-hand insight that is used to evaluate the destination. The following criteria are used for the evaluation, altogether, containing 63 control points. A. Natural and cultural factors B. General infrastructure C. Tourist infrastructure D. Meeting infrastructure E. Subjective grade F. Marketing Buzz
To make the evaluation as comprehensive as possible, we also include Additional Destination Indicators, which add to the final score of the destination. These indicators include:
Step #3 After the evaluation matrix is complete and sent to the destination, you will have 30 days to send us any corrections or objections, so that we can clear up any kind of uncertainty you might have.
ICCA Index - published at the beginning of June ACI Index - published in the middle of June Numbeo Quality of life - measured on the day the score is being prepared Numbeo Safety Index - measured on the day the score is being prepared
Step #5
Step #4 Preparing the final score, designing the MTLG and positioning it in our search engine. After receiving your corrections, we will be announcing the preliminary results at the Conventa Crossover conference, organised every year at the end of August. The results will also be presented in the special edition of Kongres Magazine, coming out before the Crossover conference.
Announcing the results at the award ceremony at Conventa Trade Show. The official, formal announcement of the results and the award ceremony will be taking place at Conventa 2020.
Optional extra:
MTLG BENCHMARK BENCHMARK WORKSHOP
(with key stakeholders at the destination)
The workshop is designed to evaluate the competitive strengths and weaknesses of a destination and provide the exchange of good case studies in regard to its further development. For further information regarding the MTLG benchmark we’d love to hear from you, so don’t hesitate to call us to 00386 (0)1 430 51 04, or send an e-mail to togorazd.cad@toleranca.eu.
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Ljubljana Capital for Great Meetings
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EDITOR IN CHIEF Gorazd Čad DESIGN Barbara Dimec DTP AND PREPRESS Barbara Dimec PHOTO CREDIT archive of Kongres Magazine and partners’ destinations The Kongres Magazine is entered into the media register under sequence number 1423. MAGAZINE ISSUED IN January, March, May, June, July, September, November, December ISSN NUMBER 1855-8615 PUBLISHER AND PRODUCTION Poslovni turizem Gorazd Čad s.p., Kamnica 6B, SI-1262 Dol pri Ljubljani T: +385 (0)1 430 51 03 E: gorazd.cad@go-mice.eu MARKETING Toleranca Marketing d.o.o., Štihova 4, SI-1000 Ljubljana T: +385 (0)1 430 51 03 E: gorazd.cad@toleranca.eu ISSUE DATE July 2019 For the content production it is required to get the written editorial consignment.
Official magazine of the Slovenian Convention Bureau
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