Bidding for a Congress

BIDDING FOR A CONGRESS

IAPCO ASSOCIATION SUPPORT SERIES LAST UPDATED MAY 2022

ASSOCIATION SUPPORT SERIES

contents

03 Introduction

06 Bidding criteria

08 Project Managing the Bid

12 Bid Components

15 Conclusions

04 Why Bid for a Congress?

07 The Bid Team

10 SWOT Analysis

14 Site Inspection

1. INTRODUCTION DEFINITIONS Bid: A formal invitation to hold an international congress in a destination. The invitation can be issued by an International Organisation wishing to hold their international congress in a destination (the most possible scenario), or by a Host Organisation wishing to host the congress in their country (in this case the Host Organisation could approach a local society that is a member of the International Organisation).

Destination: The bidding city or country that would like to hold the congress.

International Organisation: The professional/scientific/academic association or body that “owns” the congress.

Selection Committee: The members of the International Organisation that receive bids and vote to choose the winner of the bid. May include Council, Secretariat, and other voting delegates.

CVB: Convention and/or Visitors Bureau, responsible for bringing congresses (as well as other business and leisure tourism) to a destination. May or may not be a formal member of the Bid Team.

Host Organisation: The association or body in the destination, e.g., the local chapter of the International Organisation, that desires to bring the congress to their destination, co-ordinates the bid, and will be the local hosts of the congress, if the bid is successful.

Bid Team: The group of people in the destination that prepare the bid.

Professional Congress Organiser (PCO): May partner with or be appointed by the Bid Team or Host Organisation to help prepare the bid.

Local Organising Committee (LOC): the group of people in the destination that will be responsible for organising the congress, once secured. They may work in tandem with the Bid Team if they are already formed, and there will likely be overlap between Bid Team and LOC.

In most cases, a national group, member, or chapter of an international organisation (Host Organisation) will need to support the bid initiative and will be responsible for the management of the congress if the bid is successful.

Bids may be handled in a different way depending on the destination presenting the bid. There are cities with a Convention and/or Visitors Bureau (CVB) - some active, some less so - and other destinations without one at all, which has an influence on who is taking the lead and initiative on active congress promotion. It is however important that the PCO, the CVB (if existing), the relevant convention centre in the case of larger congresses, and any other destination stakeholders work together in harmony, unifying their efforts and strengths in order to achieve the common goal of securing the congress for the destination.

Bidding for an international congress requires commitment and effort by all parties involved in the process and warrants a dedicated course of action. The energy, hard work, and costs related to it are very often underestimated and it is vital that the parties which make up the “bid team” take their responsibilities seriously in order to mount a successful bid submission.

If it takes so much energy, hard work, and money, is it worthwhile undertaking such an initiative?

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2. WHY BID FOR A CONGRESS? A congress brings enormous benefits to the professional community, the city, and the country in which it is held.

These benefits start years before the congress is actually held, from the moment the Host Organisation informs the governmental and local institutions about the intention to bid to host the congress. A chain reaction is created as everyone involved focusses on one goal – winning the bid for the destination.

The PCO plays a very important role, usually activating all the links in the chain. The PCO should start by providing a case study to demonstrate the following: the importance of the congress topic how many delegates the congress will bring to the destination the type of benefits the congress will bring, and its contribution to the development of a destination what this represents in financial terms to the local economy and how important a congress can be as an income generator how many people will be involved in the process (possibly in newly-created jobs) the opportunity to show the world the potential and quality of the destination, as well as how wonderful the destination is to visit the opportunities for a legacy left by the congress in the destination and to the local professional community, contributing significantly to the community on many various levels Governmental institutions should work alongside the local CVB and the PCO to support the possibility to host the congress.

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The benefits for the local professional community include: networking with colleagues state of the art information knowledge sharing and exchange education business exchanges and co-operation business opportunities maximising attendance from members of the local profession due to the low cost of attendance compared to offshore congresses (especially in low- and middle-income countries, or countries with low or no industry support) raising the profile of the professional community the professional legacy left in the destination

The benefits for the destination include: increase in GDP contribution to employment and creation of new jobs (by hiring related to temporary congress services) contribution to the professional/scientific/academic community the country attracts high-spending and highlevel visitors the country creates ambassadors accompanying persons’ tours increase local income social and economic development promotion of the destination’s meeting facilities and potential positive promotion and exposure to a highlevel audience an increase in tax revenues from commerce (shops, restaurants, hotels, etc.)

opinion leaders talk about their time in the destination, giving high-level promotion to the destination increase in the number of tourists visiting the country the destination promotes sustainability actions and strategy through the congress

List your own benefits here:

Interest is generated about the destination among delegates, who are often visiting for the first time. They will be keen to learn about the geographic location, the climate, the attractions, the history, the culture, the food, and the people.

While delegates attend congresses with the aim of networking and increasing their knowledge and skills, they are also attracted by the appeal of the destination.

If the congress is hybrid, delegate attention to the country can even be prolonged beyond the congress dates.

In addition, if the congress is particularly large and/or must comply with specific guidelines set by the international organisation, it is likely that improvements will be made to the local infrastructure. The Olympic Games is the event with the highest impact on a city with regard to infrastructure and economy, however in some cases a congress may have a similar effect by requiring, for example, improvements to the destination’s infrastructure and congress facilities to enable it to adequately accommodate the congress.

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3. THE BID CRITERIA It is crucial to analyse the bid criteria and conduct in-depth research to ensure the right decisions are made and the appropriate actions are taken in order to meet the bid criteria.

Aspects to be taken into consideration are: Existence of an official tender document (guideline for bid presentation) and a shortlisting process Specific congress requirements (e.g., requested capacities, meeting rooms, exhibition space, accommodation, social events) and how the congress has evolved and progressed over time Locations of past congresses, confirmed venues for future congresses, and the frequency of the congresses Established rotation between continents or countries Next open year Requested presence, involvement, and support of the related national industry as well as local authorities and key stakeholders in the destination Accessibility of the destination for the nationalities that commonly attend the congress Requested presence, involvement, and support of the related national industry as well as local authorities and key stakeholders in the destination Accessibility of the destination for the nationalities that commonly attend the congress General infrastructure and logistics Ideal dates (preferred season/month) taking into consideration dates of similar congresses to be held in the same period

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Number of delegates usually attending the congress and their nationalities The audience the congress is targeting Requested accommodation: number of room nights, standard (5/4 stars, budget hotels, etc.)

Number of invited speakers, faculty Availability of congress facilities and hotels for the proposed dates Congress budget, to determine if the event is viable (is information available about the budgets of former congresses and what is the financial objective of the International Organisation?)

Financial obligations of the Host Organisation or city Congress format Consider any needs for a hybrid congress format and/or the need for a virtual component Deadline and format for bid submission (electronic and/or printed version) Place and dates for the presentation of the bid Detailed timeline of the bid procedure Decision-making process relating to future congress destinations, e.g., who has voting rights, what is the voting procedure, what is the scoring system, what aspects are more important than others Members of the Board of the International Organisation Once all the data has been analysed, a decision needs to be made about the best destination for the bid and the optimum future open date. The next open date is not always the most appropriate one nor the best one to aim for; it may depend on continent/country rotation. Once it is clear that the destination meets the bid criteria, a Bid Team needs to be created.

4. THE BID TEAM

The person who initiated the bid (often the Chairperson or the Ambassador) This person is an eminent member in the field for which the congress is being held. Ideally the person has been involved in the International Organisation and understands the politics of the group. Generally, this person will become the Congress Chair/President if the bid is successful.

Representative from the CVB or National Tourism/Destination Marketing Organisation (if applicable) This person advises the Bid Team regarding the destination/product information, assists with the preparation of letters of support from government and city officials, prepares or supports the production of the bid document, supplies promotional material to support the bid, undertakes competitive analysis of the competitors, and provides local support for the site visits of the Selection Committee from the International Organisation. If not existing, this role is often undertaken by the PCO or the convention centre.

Scientific Committee members (if applicable) The key thought leaders proposing and coordinating the scientific programme of the congress.

Representative from the local airline The airline provides travel support for those undertaking the marketing of the bid and making the final bid presentation.

Invited members from the same field These people can be other eminent members of the field or the young “stars” who have the energy and commitment to assist the Chair in the bid process and the congress.

Sponsor companies/Industry A strong local and/or national presence of related industry may give the bid added financial value (additional fundraising, exhibition, national delegates, etc.) and the representatives can be a great support to the decision makers.

There are a number of members of a Bid Team and each one plays an important role in the bid’s success. This group steers the bid direction and makes the fundamental decisions regarding the overall congress “look”. The members of the Bid Team can consist of, but are not limited to:

Representative from the PCO The PCO representative works closely with the Bid Team to develop the bid. The PCO assists with the strategy for the bid, conducts a financial viability study of the congress, and prepares the budget for the bid document. The PCO has the expertise to undertake and can be responsible for the complete design and preparation of the bid document, in collaboration with the Bid Team members.

Other members Depending on the bid’s nature, other stakeholders such as the Host Organisation, related organisations and institutions in the field, related governmental institutions/agencies, as well as other key stakeholders involved could be direct members of the Bid Team and could also contribute to the lobbying process during the bid.

Representative from the congress venue The representative from the congress venue assists with knowledge about how the centre works and advises the Bid Team on how to make the best use of the centre.

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5. PROJECT MANAGING THE BID It is accepted practice that the representative from the PCO steers the bid along with the initiator of the bid. Preparing a project plan for the bid brings order to the process, highlights the deadlines, and assigns responsibilities. Elements of the project plan include:

Form a Bid Team

Analyse the bid criteria

Undertake background research and prepare a profile of the congress

Compile a SWOT Compile for a SWOT analysis the bid analysis for the bid

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Select city/venue

See Section 4 for potential team members

Including the involvement of any core PCO or in-house staff

Past congresses Target audiences Number of attendees, registration Categories, registration fees, industry support Provenance of delegates Finances of previous events Theme Programme overview Requested capacities Requested room nights Unique features Congress format Hybrid or virtual elements required Marketing channels and social media platforms Use of new technologies such as required for hybrid or virtual, and AR/VR Human resources and Project Team Team leader/presenter Congress action plan Risk management MOU (Memorandum of Understanding between LOC & PCO)

Strengths Weaknesses Opportunities Threats

Shortlist suitable cities/venues Communicate with representatives of the CVBs and venues Undertake site visits (if required) Negotiate terms/conditions with selected venue and keep optioned the selected venue until the decision date

Expand the project plan

Include: Tasks Timings/deadlines Responsibilities Resources Milestones

Prepare a bid budget, confirm funding

Consider: Funding from local congress industry operators and stakeholders Funding from local authorities and/or Government Support with travel from the airline Sponsors/industry Corporate Social Responsibility (CSR) initiatives and environmental considerations Financial responsibility and risk sharing

Prepare a congress budget, confirm availability of an appropriate level of seed funding

It is important to check the financial viability of the congress before proceeding any further. The study of a break-even budget is necessary.

Enlist the support of other appropriate parties

International colleagues who will endorse your bid Colleagues (local or offshore) who can provide advice and/or assist with lobbying CVB to produce or support the bid document Airline which can provide a discount on travel to present the bid Sponsors/industry Other stakeholders

Plan any presentations to be made (according to the given timeframe) and prepare any supporting audiovisual material

Confirm bid components and be sure to work within any guidelines stipulated in the bid invitation document

Design the logo and “look and feel” for the bid and prepare artwork

Prepare the bid sections

For example: What pre-bid lobbying is allowed Bid document Audio-visual requirements/limitations for presentation Prepare video for bid presentation if budget allows New technologies and marketing Tools Format of presentation (in-person or virtual) Promotion

Bid documents need to be eye-catching and informative.

Artwork should highlight the destination’s and local community’s strengths.

Materials may include: Congress logo Image gallery Letterhead PPT template Email signature banner

Executive summary Letters of invitation and support Destination information and its unique selling points Explain why the destination should be chosen, what are its strengths Present the Bid Team and other key stakeholders Present supporting institutions Venue information Accessibility Destination information Travel, accommodation, hospitality Sustainability and diversity Programme (scientific, social, activities) Congress timetable PCO profile Congress Chair/initiator of the bid Project Team and staff involved Financial information (budget) Financial offerings Format of bid presentation

Organise a display stand/exhibition booth (if appropriate/needed or required when shortlisted)

Organise hospitality to be provided in conjunction with the bid

Organise promotional items to give away

Organise logistics associated with the bid:

Audio-visual material could include (if presentation not virtual): PowerPoint presentation Video (bid video, video statements by key stakeholders, or video of the destination) Logo/bid artwork Images of the destination Consider virtual components Consider accessibility (e.g., interpretation/translation) Be sure to rehearse!

Book the best site possible Hire furniture and equipment Plan the display and stand activities Hybrid presentation if possible so that distanced KOLs (Key Opinion Leaders) could be part of it Plan audio-visual needs for projections

For example: Hospitality suite Catered function

Check on any restrictions in bringing a large number of promotional items into the country where the bid will be made.

Consider sustainability in the selection process. Ask the CVB for potential support on this action. For example: Excess baggage allowance Customs restrictions Visas

Rehearse the presentation with all presenters Prepare the members of the Bid Team who will present Make/present the bid If required, host a site inspection and do so in conjunction with local stakeholders

The project plan may not be as linear as suggested and may need to be adapted to the individual circumstances of the bid. In case a virtual bid presentation is needed, the Bid Team should be prepared accordingly, and the presentation material should be adjusted accordingly. There are plenty of new digital elements which can be added to a virtual bid presentation (e.g., virtual city and venue tours).

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6. SWOT ANALYSIS (Strengths, Weaknesses, Opportunities, Threats) Prepare a SWOT analysis in the early stages of planning so that you can capitalise on strengths and opportunities to help win the bid, turn attention away from any weaknesses, and work out strategies to overcome threats. Careful analysis should also be done of any key competitors with a view to countering their claims and creating points of difference with your bid. Ideas for consideration include: Strengths

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A member or members of the potential Host Organisation based in the destination hold office within the organisation, e.g., President or Executive Secretary, or have a very good reputation within the organisation Acknowledged experts in the profession are based in the destination Suitable congress and exhibition facilities, which employ high standards in health and safety measures Appealing destination Destination is perceived to be safe Value for money destination which combines business with pleasure Destination has successfully hosted congresses of a similar size and scope Excellent supporting infrastructure (e.g., venues, transport, hotels, restaurants) Destination is accessible (local and international) and requires visas from few foreign countries CSR and sustainability strategy Support of industry (corporate and institutional sponsors) and a good level of funding expected Close working relationship among the key suppliers, e.g., PCO, CVB, venues, airlines, hotels Exchange rate (if favourable for the majority of the delegates) Strong and committed Bid Team

Weaknesses Available congress facilities do not exactly match the congress’s requirements Host Organisation in the destination is relatively small and/or not well known An adequate level of seed funding for the project is not guaranteed Not all members of the Host Organisation in the destination are committed to the bid Destination has not hosted a congress of a similar size or scope Local congress industry is not united in its support for the bid Exchange rate (if unfavourable for the majority of the delegates) and financial risks Lack of accessibility due to strict visa regime Lack of motivation and passion to support the bid Bid presentation not as strong as the bid proposal Opportunities Congress has never been held in the country or region Host Organisation in the destination has a high profile and/or excellent reputation internationally Convenor/Congress Chair is well respected internationally Destination is determined by rotation, e.g., a northern hemisphere destination is followed by a southern hemisphere destination Local congress industry is willing to provide professional support in preparing the bid Local industry presence to provide financial support

PCO quality standards and international professional affiliations Sustainability plan/philosophy Green venues/destination Capacity and experience of the destination to host a hybrid congress (in case this will be needed) Virtual elements can bring additional delegates who normally would not travel (too far, too expensive, not enough time) New technologies and use of strong marketing kit prepared for the bid Threats Likelihood of a bid being submitted by a country in the same geographical region Congresses in the same or similar field could be scheduled at the same time and region Long travelling time from countries traditionally well represented at the congress Hotels and the airline are unable to provide as many complimentary rooms/airline seats as those in competing countries

If the congress must take place in the high season, airfares and accommodation rates may be uncompetitive Destinations with recent unsuccessful bids are bidding again Aggressive lobbying by competitors Political instability (real or perceived) in the destination or region Adverse weather conditions or natural unforeseen phenomenon (i.e., volcanic eruptions) – emergency plan Concerns about personal security in the destination Concerns about weak public health regulations in the destination Fluctuating exchange rate, i.e., costs are unpredictable

COMPLETE YOUR OWN:

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

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7. BID COMPONENTS Background research Research past congresses and identify factors which could sway the bid. Contact with the International Organisation, previous Organising Committees, or previous PCOs could result in valuable advice being provided.

Budget for the bid A budget for the bid process needs to be agreed by all of the bid stakeholders. It would include, for example, site visits by the Selection Committee, production of the bid document including logo development and potentially video production, travel to present the bid, the marketing campaign to the Selection Committee and voting delegates, and Bid Team meetings.

Budget for the congress A budget for the congress needs to be prepared to reassure the International Organisation that the host country is capable of hosting the congress, to show that the congress will bring income to the destination, and that the congress can meet the International Organisation’s financial objectives (if known). This document is prepared by the PCO and should also include foreseen income.

MOU – Memorandum of Understanding Ideally a memorandum of understanding will be signed between the Host Organisation and the PCO before the bidding procedure starts.

Logistics Programme overview: an outline of how the Scientific Programme Committee would manage the scientific programme

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Venue: source appropriate venue/s for the congress Dates: if there are fixed date ranges for the congress then the competing destinations would need to select the most favourable dates for their particular area Social Programme: the Bid Team should identify suitable social activities for congress participants Excursions: technical tours and/or social tours Local industry sponsorship: support in principle from major industry supporters would be beneficial to the bid Include virtual elements should a hybrid or fully virtual congress become necessary (session streaming, virtual exhibition, chat, tracking functions, etc,) Lobbying and politics: research would identify how the voting procedure is managed by the Selection Committee at the International Organisation; with this information, the Bid Team can determine the best method of reaching as many voting delegates as possible (this is an area where inside knowledge of the workings of the International Organisation is essential to the outcome of the bid)

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Bid presentation: the requirements are generally identified in the formal bid criteria prepared by the International Organisation; the Bid Team should determine the strategy for the presentation of the bid to the Selection Committee and voting delegates, including identifying the best oral presenter

Notes:

Bid document: this contains many sections and should include the destination’s response to the formal bid criteria if there is one set. It should be a professionally prepared document that can be sent electronically or in hard copy. For suggested sections, see Section 5, “Project Managing the Bid”.

Formal response to the bid criteria Usually, the RFP includes the deadline and the key contact person for further bid clarifications.

Consider that there are many non-rational factors that influence decision-making on the bid.

Often the International Organisation has a set of formal criteria that must be responded to by each competing destination. Regardless of the other promotional information submitted with the bid, if these criteria are not responded to, the efforts of the Bid Team would be worthless.

Information provided by different PCOs when tendering for the bid or organisation of a congress should be treated as the property of the PCO. New or innovative ideas, proposals, and concepts should not be adopted by the Bid Team or LOC unless that PCO is engaged to organise the congress.

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8. SITE INSPECTION ARRANGEMENTS This visit is extremely important and needs enormous involvement, not only from the PCO but also from the governmental authorities, the CVB, hotel partners, the local airline, transport suppliers, and, of course, the convention centre.

The involvement of senior officials from the Host Organisation may also be of great importance in addressing professional issues and by meeting with the representative(s) of the International Organisation.

An accurate schedule must be prepared by the PCO and sent in advance, not only to the members of the international committee arriving in the city, but also to all those involved in the site inspection.

Important tips for a successful site inspection: Excellent research by the Bid Team and LOC in order to have a broad understanding of the inspectors' needs Provide a detailed agenda for the site inspection Provide floor plans of the convention centre and other venues prior to the visit Knowledge of guidelines for past congresses, both successful and unsuccessful (or a congress profile if guidelines are not available) Obtain information about other destinations that are bidding and make sure to differentiate your destinations and present its unique selling points Arrange a video conference to make visible contact prior to the inspection Inspectors should be accompanied throughout the whole inspection visit by professionals who know the congress, geography, history, and culture of the

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bidding destination, have an extensive knowledge of the city, and are able to answer questions and clarify particular points Visit a selection of hotels that cover a wide range of accommodation needs (from VIP to student accommodation) including the headquarters hotel (if there is one) Convention centre and venue staff must be involved in the site inspection Have an AV/technical specialist on hand during the site inspection to cover any technical questions and other important related aspects A representative from the CVB should be involved (if existing) Any arrangements to meet governmental or city officials would be beneficial Create an interesting social programme which showcases the destination (if time allows) Prepare a formal and well-organised meet and greet, remember - first impressions always count One of the most important and critical points of a site inspection is transparency. To achieve this, people involved in the site inspection must be prepared to answer any and all questions in the most satisfactory way possible, e.g., security, infrastructure, transport, accommodation, distances from the convention centre to official hotels, weather, local and national tourism, and many other queries.

In a situation where circumstances do not allow a physical site inspection, a virtual site inspection should be substituted.

9. CONCLUSIONS

As a result of globalisation, increased professionalism, and an excellent interchange of information, the success of a bid is highly influenced by teamwork and effort. If all team members work together in harmony, fulfil their role, and undertake their responsibility, there is a very good chance of achieving the common goal: to win the bid!

BID LOST? Analyse the results, get feedback, and improve!

You can always try again if circumstances allow!

Acknowledgements Special Thanks to: Sissi Lygnou, AFEA, IAPCO Council Officer and Chair of TF Publications Ambassadors, Members of IAPCO TF Publications: Elena Alexandrova, AIM Group Michael Kern, DEKON Group Markus Preussner, INTERPLAN African Agenda: Kristen Tremeer

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About IAPCO The International Association of Professional Congress Organisers - IAPCO, is a global non-for-profit organisation representing today 138 accredited business and professional events organisation companies in 40 countries. All Members have undergone a qualification process to become a Member of IAPCO and must continually demonstrate a high level of service through the IAPCO annual quality assessment audits. The IAPCO mission is to raise the standards of service amongst its members and other sectors of the meetings industry by means of continuing education, interaction with other professionals and research.

List of Members A full list of members, including all contact details, is available on the IAPCO website Reference Documents All IAPCO documents and guidelines can be obtained from IAPCO or from the IAPCO website to assist in the planning of your event.

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