September 2012
Canada’s Premier Publication for Corporate Meeting, Travel & Incentive Professionals
Inside this issue:
Generation Next Page 42
Convention Centres
PM 40063056
An Investment in Meetings
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42,000 sq. ft. of event space for 8 to 2000 guests Vancouver’s iconic hotel with legendary reputation Vancouver’s #1 venue for receptions, galas,
events & meetings Only Vancouver hotel with unrestricted views of the harbour, city and mountains
Cover story 10 Investing in Convention Centres Why the “wrong” reasons just may be the right ones
By Rod Cameron
contents Features 5
editor's note
6 Meeting Planner Profile
Emma Singh, Founder & CEO, Events by Emma, Winnipeg
8 AV Insight
The latest innovations in AV technology
By Andrew De La Cour
26
Venue Spotlight Convention centre versatility
By Sean Moon
28 Lifestyle
Health and wellness on the road
By Carey-Ann Oestreicher
29
Connections
Introducing our new online planning directory By Steven Chester
32 The Business of Meetings Stating your case for meetings value
By Brent Taylor
42
Meeting Trends
Generation Next: Adapting to the demographic shift
By Doreen Ashton-Wagner
47 Entertainment Going Hollywood
48
Food & Beverage
Richard Warren, The Fort Garry Hotel, Winnipeg
By Sean Moon
36 Destination Profile Meet you on the Prairies
41 Education
The value of lifelong learning
By Sandy Biback
50
Promo & Incentives Sustainable Swag
By Angie Draskovic
Corporate Meetings & Events September 2012 | 3
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editor’snote
Watching the Trends
Corporate Meetings & Events Volume 13 Number 2 Publisher
Ellen McManus
Managing Editor
Sean Moon
Online Editor
Steven Chester
Senior Designer
Annette Carlucci
Designer
Jennifer Carter
Production Manager
Rachel Selbie
Circulation
Lina Trunina
Directory Manager
Petra Brown
Editorial Advisory Board Doreen Ashton-Wagner, Chief Strategist & Managing Director, Greenfield-Services Inc. Sandy Biback, Principal, Imagination Meetings Jane Davies, Vice President, ZedEvents Sarah Lowis, President, Sea to Sky Meeting Management Inc. Fiona Marshall-White, Managing Director of Events, Fraser Institute Joe Nishi, Regional Director, Meeting Encore Francis Pare, Account Manager, Zeste Incentive Martin Perelmuter, President, Speakers’ Spotlight Rita Plaskett, President, Agendum Inc. Brent Taylor, Principal, Timewise Event Management Inc. Angela Zaltsman, A to Z Event Management
For advertising information Contact Ellen McManus 416-512-8186 ext. 268 ellenm@mediaedge.ca For editorial enquiries Contact Sean Moon 416-512-8186 ext. 265 seanm@mediaedge.ca Printed and published four times per year by MediaEdge Communications Inc. Printed in Canada. Reprint permission requests to use materials published in Corporate Meetings & Events should be directed to the publisher. Circulation Inquiries 5255 Yonge Street, Suite 1000 Toronto Ontario M2N 6P4 416-512-8186 ext. 232 circulation@mediaedge.ca Corporate Meetings & Events subscriptions are available for two years: $70.00*; one year: $40.00*; single copy sales; $12.00* Outside of Canada, USA: $70.00, International: $90.00, *plus applicable taxes. Subscription entitles the recipient to four issues per year plus our Annual Industry Source Book. MediaEdge Communications Inc. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the publisher.
President Senior Vice President
E
Earlier this year, several industry organizations released their predictions for the top meeting trends of 2012. As we head into the third quarter of the calendar year, it appears that many of those predictions were spot-on while others missed the mark. And, of course, there were some trends that didn’t make anyone’s list. Considering the fluidity of many components of the events industry, this shouldn’t be surprising. Perhaps what meeting planners should be considering instead is whether or not the trends that did come to fruition are worth perpetuating and how they can transform those trends into impactful innovation, collaboration and creativity. Among the recent trends we explore in this issue of CM&E are the latest advancements in audio-visual technology. Contributor Andrew De La Cour of AVW-TELAV takes us for a walk through the InfoComm International Trade Show to check out the latest offerings from AV manufacturers and suppliers from around the technology world. In other trends, the number of socially responsible and environmentally sustainable events is on the rise, as predicted by industry experts. The need and desire to give back and invest in our social and ecological future has never been greater. In this issue, we explore one of the off-shoots of this trend with a contribution from Angie Draskovic of Zoe Alliance, who discusses the many benefits of choosing more socially responsible gifts for your event delegates. Some trends, however, seemed to have diverged from their predicted path. Although overall meeting pricing may have inched higher as predicted, the industry has also experienced increased focus on doing more with less and providing clients and stakeholders with the optimal return on their meetings investment. As Brent Taylor reports in this issue, planners will be well served to keep an eye on the ROI from the outset of each project, helping senior management to justify continued meetings expenditures. Other trend-related topics covered in the pages that follow include Doreen Ashton-Wagner’s informative analysis of demographic trends and how planners can make the most of hot target markets, as well as Rod Cameron’s in-depth look at creating interest and investment within Canada’s convention centre sector. Coming up in December, stay tuned for a few surprises as CM&E Magazine prepares to start a few “trends” of its own with new columns, features and editorial contributors – all as part of our commitment to providing strategic solutions for today’s corporate meeting and event planners. Cheers for now,
Kevin Brown Chuck Nervick
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Sean Moon, Managing Editor, CM&E
meetingplannerprofile
Photo Credit: Moore Photgraphy
Emma Singh Tell us about yourself: Born and raised in Winnipeg, I am very passionate about events, have a strong connection to my Indian culture and I am an advocate for industry professionalism, growth and moral philosophy. As a business owner, wife and mother of three very young children, I strive to find balance on a daily basis. However, I love what I do! I can't wait to get started each day and I enjoy working with the amazing and dynamic team that I have. I am devoted to each and every one of my clients. I treasure Name: Emma Singh seeing an event plan come to life and go from concept to reality. Present: Founder and CEO, Events by Emma Corporation, Winnipeg, MB Tell us about your work: As a professional full-service Past: Marketing and Fundraising Director eve n t p l a n n i n g c o m p a ny b a s e d in Winnipeg, Events by Emma Expertise: Over 15 years of event-management specializes in corporate, non-profit, upscale private functions, social experience. Also worked extensively in fundraising, marketing events and weddings. The Events communications and cultural and environmental education. by Emma team is proud of our ability to understand our clients’ Specialty: Organization, attention to detail, creative vision and needs and introduce imagination, concept design and contagious enthusiasm. professional and experienced consultation combined with creative and fresh ideas, ultimately turning their concepts into realities. How did you get to where you are today? I am pretty sure a combination of my immigrant parents’ push for me to “be something respectable,” 6 | www.corporatemeetingsnetwork.ca
meetingplannerprofile
my faith, personal drive and determination and a little bit of luck, has brought me to where I am today. Throughout university and through my careers in various positions in both the public and private sectors, I realized very quickly that I wanted to set my own tone and do things my own way. After years in the industry in varying capacities, I founded Events by Emma and set out to make a mark on the industry and create a very different and unique style of event management.
Why are you good at what you do? I am truly thankful for the amazing people that have surrounded me through my life, mentored me, challenged me and encouraged me; this is why I am so passionate about events and good at what I do. I am proud of my commitment and investment in our clients and I have worked really hard to create an amazing team and foundation for my company. Our unified approach, creative energy and family focused atmosphere have helped us to develop lasting and strong relationships with all of our clients, vendors and venues. It's these relationships that we pride ourselves in and we believe that our finished product is like no one else. We try to infuse a special bit of “EBE or Emma style” into every event we produce. What are some of the challenges you face? There never are enough hours in the day for me. I find my biggest challenges can be myself and my determination to be different and unique. I try to push the boundaries of what we create and produce and sometimes the most frustrating challenges are resources, local expertise and clients’ budgets. But somehow we always make it happen. Is there anything you would change in our industry, given the chance? Setting more standards and continuing the education for our industry. I would love to create a support network for professionals in the industry and to create a better sense of camaraderie (we can all learn from each other’s experiences and build on each other’s resources). Another education component is educating clients on standards, innovations and realistic pricing and budgeting in our industry. Walk us through a typical day at work. No two days are ever the same and each day poses its challenges and triumphs. That is what is so great about being an event planner. Each day I find myself doing different tasks; some days it’s mostly administrative work, some days I am onsite creating and producing and managing. However, as a business owner, you are a jack-of-all-things including business development, marketing, human resources, accounting, designing, sourcing new products, etc. I work 12-14 hours most days, six days a week. What have been some of your biggest achievements? First my family, and secondly creating a company and staff team that is well respected and leaders in our industry. Every event
is an achievement, by always striving to be different and unique, by challenging our abilities and pushing venues, vendors and clients to create the unexpected. Being recognized for my hard work and dedication to developing the industry and being viewed as a leader in the industry is a privilege I don’t take lightly.
What do you like best about the meetings industry, particularly in your region or city? I love meeting new people every day and I love the challenges of our ever growing industry in Manitoba. Winnipeg is a city that is vibrant and growing rapidly and I love all the changes and exciting things happening. Being the culture capital of the country, I love the diversity not only in the events I produce but the different cultures and heritages I get to celebrate and get bring to life through my events. Who are some of your notable clients? Our list of clients consists of corporate, government, associations, non-profit, and celebrities including events like: Rendez-Vous Canada, Show Canada, Marymound featuring Martin Short, Special Olympics, Peter Nygard, Tourism Winnipeg, Eastern Consortium Ottawa, Eastern Consortium Toronto, Crohn’s and Colitis Foundation of Canada, Children’s Wish Foundation, Plug in Institute of Contemporary Art, The Winnipeg Ballet, Chamber of Commerce and the list goes on… How do you deal with the challenges of work-life balance? I struggle every day to find a balance. I find in this field of work it’s hard not be completely involved and invested in your business, events and clients. It’s hard to shut it off! I find myself (even after 15 years), planning and working through events in my sleep, dreams, as I drive etc. I am constantly being inspired by things I see around me and every little thing from a magazine article, billboard to a song triggers ideas and things we can do and incorporate into our events. Thank goodness for my husband who balances me out and reminds me there are other things in life to enjoy. Without him there would be no balance. What are some of your most memorable events and why? Every event is so different and memorable. Our corporate events are full of challenges and big expectations, our weddings are so beautiful, personal and emotional – they are all are so memorable to me. It’s funny but I still have relationships with clients and couples that I did events for 15 years ago. Two of my most favourite events were the wedding of Alia Nygard to Derek Daneault and an event we did this past spring for Show Canada. Both events were so elaborate and different but the key was our clients really trusted us with their events and let us challenge our abilities to create something that we had never seen or done before. For Alia and Derek their day was so beautiful and emotional, things could not have gone any better. For Show Canada, it was such a fun event and the movie theme was something I had been longing to do for so long. So much fun! Corporate Meetings & Events September 2012 | 7
AV I n s i g h t
Advancing
AV Technology
While some believe that the evolution of meetings technology is accelerating at a staggering pace—with the recent influx of event mobile apps and the use of social media to provide a virtual voice to attendees in real time—others argue that these fads come and go. The fact is, however, that the core AV solutions haven’t changed much for many years. Each year, the top technology experts at AVW-TELAV attend the annual InfoComm International trade show, to check out the leading manufacturers’ latest developments and determine their potential impact on the meetings and events industry. The InfoComm trade show showcases the latest technologies for audio, video, display, projection, lighting and staging, digital signage, conferencing, digital content creation, networking, signal distribution and much more. Of the newer technologies we predict will have an impact on the presentation market, gesture-based technology was one of the most promising. Gesture-based technology could allow presenters to virtually control or manipulate objects onscreen with only their hands. Imagine conducting a presentation in which a wave of your left hand changes the display to reveal your next slide, pinching your fingers zooms in to a pie chart, and pointing your finger underlines or circles something on the screen. A good existing example of this technology in use is the X-Box “Kinect” controller. We have no doubt that gesture technology will mature and work its way onto the professional presentation stage.
Projectors Passé?
Elsewhere on the trade show floor, it became clear that flat panels will soon start to replace screens and projectors in small meeting rooms. As LCD and plasma flat panel sizes continue to increase, the costs are steadily dropping. With 70” and 80” flat panels now readily available, it should come as no surprise that flat panels are becoming much more commonplace in the boardroom, instead of the traditional screen and projector combo. We have little doubt that flat screens 90” and larger will become commercially available and roll onto the live events scene, in the very near future. On the topic of screens, we also saw a new contender that is very well positioned to knock out the competition. Oled (Organic LED) is an exceptionally high-quality display technology that merges the color accuracy contrast of plasma with the brightness, low power consumption and thinness of LCD. Up until now, Oled displays could not be produced in larger sizes, with a good lifespan, or at an economically viable price. However, some promising advances in the technology show that Oled displays 8 | www.corporatemeetingsnetwork.ca
have the potential to replace plasma—and ultimately LCD—in the coming years.
Signs of the Times
Another technology that has already come a long way in the marketplace is digital signage, projected to see a 20-per-cent growth in 2013. While most of this growth will be in the commercial and retail sectors, the usage increase will roll over into the presentation market. The old meeting-room standard—the easel with directions or the session name propped up in front of meeting rooms—will ultimately be replaced with an LCD panel displaying the session information, advertising, general attendee notices, and perhaps even the weather channel. Finally, the next big corporate event trend does not necessarily require attendees to “attend” a meeting to benefit from the event experience. Virtual meetings can be defined as functions in which some or all of the participants are not physically present but participate through (virtual) connections. These connections have a variety of formats, such as teleconferencing, videoconferencing, Webcasting, Skype™, FaceTime™, Twitter™, et cetera. The use of virtual meeting technology will increase substantially over the next few years, with a large percentage of all meetings having some form of remote (virtual) connection to engage geographically-separated participants. While these AV trending predictions are based on decades of industry knowledge and thorough research, it is important to remember that the equipment and solutions you choose should be applicable to achieving your specific event goals. Before following the current and future fads, consult a reputable audio visual provider who will give you a detailed assessment so you can make an informed decision based on your individual needs, and then set your own trends. Andrew De La Cour is National Director of Technical Inventory for AVWTELAV Audio Visual Solutions, a company that supports the power of face-to-face marketing by providing presentation technology solutions for corporate events, expositions and conventions across Canada.
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10 | www.corporatemeetingsnetwork.ca
conventionindustry
Investing in Convention
Centres Why the “wrong” reasons just may be the right ones Special Convention Industry Report By Rod Cameron, Executive Director of the Convention Centres of Canada
Corporate Meetings & Events September 2012 | 11
WINNIPEG IS INVESTING $2 BILLION TO GET YOU HERE THE WINNIPEG CONVENTION CENTRE
$180+ M
The Winnipeg Convention Centre will be doubling in size to accommodate your next convention, trade or consumer show. Call Klaus Lahr, President & CEO (800-565-7776) to hear all about it.
The International Polar Bear Conservation Centre recently opened at the Assiniboine Park Zoo and is the key component of the new Journey to Churchill exhibit currently under construction.
ASSINIBOINE PARK & ASSINIBOINE PARK ZOO
$200 M
WINNIPEG JAMES ARMSTRONG RICHARDSON INTERNATIONAL AIRPORT
$600 M
CANADIAN MUSEUM FOR HUMAN RIGHTS
$351 M
SPORTS, HOSPITALITY & ENTERTAINMENT DISTRICT (SHED)
$350 M
BLUE BOMBERS - INVESTORS GROUP FIELD
$190 M
WINNIPEG JETS - MTS CENTRE
$170 M
Winnipeg is radically transforming... With over $2 billion being spent on new convention infrastructure and attractions, we’re experiencing unparalleled growth that is changing the landscape of our city. A new airport that was recently named one of the 10 most iconic terminals in the world, a worldfamous human rights museum, a polar bear conservation centre, the league’s most exciting NHL franchise, a new CFL stadium, major retailers like IKEA and Cabela’s anchoring a flagship shopping experience, new boutique and big brand hotels breaking ground, and a host of other exciting changes are making Winnipeg a whole new city. The Winnipeg Convention Centre is right in the middle of it all with a $180+ million expansion that will make it twice as big and twice as great. Visit WCC.MB.CA
™ WINNIPEG IS CANADA’S NEWEST CONVENTION CENTRE
conventionindustry
Every once in a while we see indignant news items about why investment in a convention centre is in the worst possible interests of a particular city. Although they may be from anywhere, they have a remarkably consistent formula: They are generally initiated in reaction to some kind of announcement, reported by local media who can always use some controversy, and often supported by sage comments from critics whose existence depends on them reliably having something bad to say about these kinds of investments. As ammunition, they typically draw on data that has been selectively assembled to show the worst possible consequences for any destination dumb enough to build or expand a centre “for the wrong reasons.” So what are those reasons, and what exactly makes them “wrong?” Interestingly enough, the best arguments in favour of centre development can often be found in the kinds of reasoning put forward as to why centres are a bad idea – and for that, we need look no further than the articles themselves, which display a startlingly consistent list of negatives. They cost too much. They don’t meet their financial or business projections. There’s already an oversupply. Oh, and by the way, all that money would be best spent elsewhere. Col le ct ively, a se em i ngly i n su r mou nt able assembly of negatives that any politician would only contest at their peril. But the answers to these criticisms generally hold the key to why so many destinations are looking at centre investment or re-investment in the first place. Let’s look at a few examples:
To ignore the broader economic impacts generated by a centre is to misunderstand the reason they were built in the first place – yet that’s what a simple profit / loss analysis does. 14 | www.corporatemeetingsnetwork.ca
T h e y ’ r e n ot p ro fi ta b l e: They’re not supposed to be. If they were, private investors would be building them and we could forget a b o ut t h i s wh o l e d i s c u s s i o n . What they’re i ntended to do is at t ract i nc rement a l busi ness into the cit y that will generate e conom ic b e ne f it s b eyond t he centre itself. As a result, they’re only unprofitable if you ig nore t h e b r o ade r e con om ic b e n e f it they generate, which, while they may not go to the cent re’s own bottom line, are nevertheless ver y real and inevitably re-captured in part via the incremental tax revenues that result – something easily calculated. The government (and therefore the community) still gets the revenue, and weren’t they the ones that paid for the facility in the first place? To ignore the broader economic impacts generated by a centre is to misunderstand the reason they were built in the first place – yet that’s what a simple profit / loss analysis does.
You had already foreseen it. It’s as clear as crystal. Lynn Chiasson, Sales Manager, sees to all your planning needs... whatever they are.
YOUR NEXT EVENT WAS A SUCCESS
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SOME GREAT NAMES HAVE ALREADY MET HERE.
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Since opening its doors in spring 2011, the Ottawa Convention Centre has hosted hundreds of great organizations and high-profile events–many of which were able to meet in Ottawa for the first time thanks to this expansive, state-of-the-art venue. Find out what they already know about the features and advantages of Canada’s Meeting Place by visiting online. Better yet, contact us for a personal tour and a bid on one of your future events.
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conventionindustry
W e l l , y e s , b u t c o mm u n i t y facilities like hospitals, schools and recreation facilities should be the priority for government investment: Hard to disagree – but that’s the wh ole p oi nt . A l l t h o s e com mu n it y a me n it ie s h ave to b e financed – and if as a taxpayer you’d rather not take the whole hit yourself, a faci lit y li ke a convent ion cent re that generates non – resident income which can be used to support those amenities seems like a pretty good idea. In short, a centre is an investment whose returns help support all those other things you’d like but that can’t (or shouldn’t) support themselves with their own user fees. They’re built for non - resident delegates and don’t serve the local community: Not unless you cou nt generat i ng visitor revenues, supporting the business and academic communities, attracting global expertise, promoting knowledge transfer, creating educational opportunities and….um, what was the question again? While it may be convenient to ignore these broader benefits simply because they’re not as
easy to measure, they are in fact the real reasons business events take place and the host community generally gets a large proportion of the resulting spin-off. But there’s also the fact that a centre forms an important part of the capabilities a community has for accommodating its own events, including everything from local trade and consumer shows to banquets and community celebrations. And these are not theoretical roles – they make up a big part of the actual usage centres see throughout the world, and are as legitimate as any other kind of use. T h e y d o n ’ t m e e t t h e i r b u s i n es s projections: Yes, that can be true – but projections are just that – estimates of what may be expected to happen under a particular set of circumstances, which in turn depends on when the projections were made – has anyone noticed there’s been a major global economic slump over the last several years? If so, was there some reason to think convention centres would be exempt from the impacts that pretty much flattened almost every other sector, particularly when their business levels are a reflection of the health of the overall economy? Anyway, “meeting projections” is not an end in itself – it’s all about what kind of return is ultimately achieved, and at what cost. If this picture looks good, and the centre is delivering on the broader range of anticipated benefits, does it really matter what the original projections were? There’s an oversupply of convention centres in the market: This too, may well be true in some places – but take note of the point above about the current (hopefully temporary) state of the economy. As with any commodity, supply and demand move in different cycles and are often out of sync at any particular time, particularly one of economic challenges. Anyway, “overall” supply is meaningless in any practical terms; while it may be convenient for critics to reference macro figures that support their arguments, clients don’t spread themselves around evenly just to make the statistics look good. As in any business, there will always be relative winners and losers based on what kind of overall package can be offered up to the market. So it again comes down to a good analysis
a centre forms an important part of the capabilities a community has for accommodating its own events, including everything from local trade and consumer shows to banquets and community celebrations.
18 | www.corporatemeetingsnetwork.ca
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of what a specific centre can expect to achieve in the way of business, not how many square feet of facility space there are in the world today.
table isn’t taken 100 per cent of the time? Of course not – the real determiner is if they’re making money. And speaking of making money….
Existing facilities aren’t full: Maybe not, but again, who cares? As with any business enterprise, there is a pretty good question around what exactly “full” means. It’s generally considered that when you take into account the down times associated with moving events in and out, dead periods in the event season and maintenance intervals a nyt h i ng over about 65 per cent occupancy in a convention centre is a miracle. But that’s not the point: if you’re generating net economic benefits, does it really matter how “full” you are. Do restaurants close down if every
T h ere a re b e t t er ways to st i m u l at e eco n o m i c development: Really? And what would those be? Most cities in hot pursuit of new investment (read: economic development) spend enormous amounts of money on development agencies, who in turn spend it on trying to attract decision makers, expose them to relevant business opportunities and encourage them to think about locating and / or investing in the community. But wait a minute: this is pretty muc h wh at i s h appen i ng i n a convention centre any time a major national or international event is
infrastructure is arguably the best form of stimulus spending – because you not only get the immediate benefits in terms of job creation but also the longer term benefits from what it is you’ve built.
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in town – delegates are much more likely to be decision-making business, professional and academic people than any other category of visitors. Furthermore, these prospects are actually paying the vast majority of their own way – even a subsidized centre is still recovering by far the largest proportion of their operating cost from users – which is a lot more than you can say about many other approaches to attracting new investment via more traditional economic developments strategies. OK, but this is the worst time to invest, given the state of the economy: In fact, it may just be the best possible timing, for three very good reasons: First, a project like th is has a long lead time – often five years or more – which means you’re building for future economic conditions, not current ones. Investing in a dip means positioning for the recovery, rather than waiting for more robust times when it will already be too late to take advantage of future growth (and if you don’t think there will be an economic recovery at some point, all bets are off anyway). That’s why the decision is inevitably made as part of a long term economic and community development strategy, not based on whatever may happen to be going on in the economy at the moment. Secondly, infrastructure is arguably the best form of stimulus spending – because you not only get the immediate benefits in terms of job creation but also the longer term benefits from what it is you’ve built.
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Isn’t the role of responsible government to invest in those things that are going to support an economic and social strategy for the future?
Finally, because development costs – including land acquisition, construction costs and even related services like design and engineering – are likely to be much more attractive than in the middle of a boom. And now to “the wrong reasons”: It’s all about competing with other cities and / or creating a monument to some administration or other, and that’s civic vanit y, not good business sense: The thinking here seems to be that there is something seriously wrong with governments aspiring to create a competitive facility capable of attracting attention and participation in a form that will help the community grow and prosper in a particular direction. But isn’t that what they’re supposed to do? Isn’t the role of responsible government to invest in those things that are going to support an economic and social strategy for the future? And in those terms, isn’t creating the kind of facility
22 | www.corporatemeetingsnetwork.ca
that will enable a place to attract and accommodate t h e k i n d s o f b u s i n e s s, ac ade m ic, pr ofe s sion a l a nd i nve st ment-related a c t iv it ie s t h at s up p or t such a st rateg y more of a n obl igat ion t h a n a n indulgence? In a way, the
a centre is seldom going to be a moneymaker in itself but is almost always a net revenue generator for the overall community when total benefits are taken into account.
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Is investment in a convention centre the right choice for every community? Absolutely not – but neither is it always the wrong one, and those that suggest this are doing a huge disservice to those that have the potential and the plan to make it work for them.
long-term nature of such projects – when based on a solid assessment of the market and in the context of an overall economic development plan – provides governments with an opportunity to demonstrate one of their most important roles, namely to anticipate and provide for future opportunities rather than just reacting to current conditions. True, this all needs to be thought through carefully. It requires the right kind of research and analysis to determine what those future aspirations are, what kind of investment will best support it and, in the case of a convention centre, what kind of facility would be most likely to respond effectively to the available market opportunity and attract
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the right kinds of business events. But an investment that enables a city to do what it could not otherwise hope to do, when properly planned and executed, is a sound one. And when you realize that that investment – unlike most others in the public realm – is heavily supported by the users themselves, it’s hard to see this as a bad idea. There are of course “wrong reasons” for building centres – doing so for narrowly defined beneficiaries, or in the absence of and / or against the advice of a solid feasibility study, for example – but these are fading fast in the face of a growing appre c iat ion of t he rea l role cent res play i n t he overa l l economic and social agenda of a city and an understanding of the need for a rigorous assessment of the business opportunity prior to making any decisions. To be understood, they need to be seen (and used) for what they are: a multi-functional investment that, with a well-structured mandate, governance and corresponding priorities can assume an integral role in the business life and aspirations of the community. The bottom line: a centre is seldom going to be a moneymaker in itself but is almost always a net revenue generator for the overall community when total benefits are taken into account. If at the same time it delivers the kind of educational, knowledge, investment and academic support described above, and does so largely on the basis of revenues earned at least partly from non-residents, that’s a pretty good investment. What this means is that the thing that most critics focus on – whether or not a centre is profitable in itself – is actually the least important part of the equation. What’s far more important is that the owner has a good plan in place to maximize the broader benefits it generates in terms of helping advance their community and economic agendas while the users pay the lion’s share of the costs. Is investment in a convention centre the right choice for every community? Absolutely not – but neither is it always the wrong one, and those that suggest this are doing a huge disservice to those that have the potential and the plan to make it work for them. Critics have both a right and a responsibility to question and even challenge public investment – after all, it’s often their money. But there’s also a responsibility to listen to the answers – because they may illustrate why “the wrong reasons” are actually the right ones. Rod Cameron is the Executive Director, Convention Centres of Canada.
24 | www.corporatemeetingsnetwork.ca Untitled-3 1
12-07-30 9:59 AM
venueSpotlight
Venue
Convention centres provide diverse solutions for event planning needs
Versatility
By Sean Moon
When it comes to highly efficient and effective meetings and event spaces, convention centres are a big deal. With the overall impact from the events held at Canada’s member convention centres exceeding $2 billion each year, there is little question that these gargantuan facilities hold major sway in the country’s meetings and events industry. According to the Convention Centres of Canada, the association’s 19 member centres collectively host over 7,000 meetings, conventions, exhibitions and related events every year. Of these, slightly more than half are meetings, about one-third are social events, while conventions and consumer trade shows make up the remainder. In addition, these facilities employ well over full- and parttime 2,500 staff. “In addition to economic and employment benefits, our members also promote education and professional development, support trade and investment initiatives, create showcases for local products and services and enhance the business profile of their respective destinations,” says the association.
Provide Expertise
Fo r c o r p o r a t e m e e t i n g a n d e ve n t planners, the benefits of hosting an event at a convention centre are numerous, from receiving expert support from the on-site planning staff to obtaining help with everything from audio-visual requirements to food and beverage needs. “Convention centres have a specialty: planning events,” explains Lynn Chiasson, 26 | www.corporatemeetingsnetwork.ca
acting director of sales for the Centre des Congrès (Convention Centre) de Québec in Québec City. “Convention centre staff are there to exclusively guide and help clients execute their planning needs. That, right there, is personalized service at its best!” “Aside from flexibility in size and space, event planners can be comforted by the fact that everything is under one roof – whether it is meetings, meals, or tradeshows,” says Bin Lau, director of communications for the Edmonton Economic Development Corporation, which oversees Edmonton’s Shaw Conference Centre. “They have access to one-stop shopping for integrated services, backed by experienced and knowledgeable in-house suppliers who are focused on their event, like audio-visual, display, power and lighting needs.”
Exceed Expectations
Denise Tacon, general manager, of the Vancouver Island Conference Centre, says her facility’s unique and connected partnerships often help to exceed client expectations. “At the Vancouver Island Conference Centre, we focus on conference-specific details that other venues may not have the same expertise on,” explains Tacon. “The biggest benefit is
venueSpotlight
that clients can directly liaise with tourism partners providing them municipality access, city infrastructures and technology benefits.” One of the other major advantages of convention centres is that they offer endless flexibility when planning an event. Compared to smaller, single-function venues, convention centres are able to move large volumes of people quickly and efficiently from huge plenary sessions to more intimate breakout rooms within a single facility. “Because convention centres have so much space, it gives the client the flexibility to grow their event, and we offer a wide variety of event space from small to very large,” says David Chizda, director of sales and marketing at the Winnipeg Convention Centre. “Convention centres were built to handle large volumes and the flow of people is very efficient. Many event planners feel their events are too small to take to a convention centre, but the fact is we can host a meeting for five to 5,000 people.”
Provide Leadership
For the environmentally-minded, many facilities have also taken on a leadership role in green meetings and sustainability. “Canadian convention centres have particularly high standards regarding the quality of their installations and customer service,” says Lynn Chiasson. “A nu m b e r o f t h e m , i n c lud i ng t h e Québec City Convention Centre, have been recog n ized with the International Association of Convention Centre (AIPC) Apex Award and LEED certifications. With sustainability being a great concern, by selecting a convention centre with eco-
friendly practices, clients are already making a wise choice.” While most planners are aware of many of the above benefits, there are also a few misconceptions when it comes to convention centres. With the increased need for internet access due to the proliferation of social media apps and interactive meeting technology, for example, many centres have expanded their services accordingly. “In our case, we offer complimentary wired and wireless internet,” says Erin Blanchard, director of sales for the Fredericton Convention Centre. “Meeting planners often anticipate this to be an additional and costly add-on.” The perceived overall cost of holding events in a convention centre is another area where planners may be misinformed, according to some facility managers.
Repeat Business
“The Shaw Conference Centre is an example of why event planners should consider a convention centre and put aside their misperceptions,” says Bin Lau. “We are flexible in rental costs. We host events large and small.
Our quality of service is top-notch based on our customers’ testimonials and repeat business for a wide range of events.” Chiasson agrees, adding: “The biggest misconception is that convention centres are impersonal and expensive. The impact of professional service and experience versus cost is underrated. Choosing a convention centre can have a positive and professional result on events.” Despite their past and ongoing success, it is clear that the convention centres are not about to rest on their laurels, with increased investment and extensive renovations taking place at several facilities, including the Winnipeg Convention Centre, which will soon be going through a significant transformation. “The new facility, estimated to be over $180 million, will include multi-purpose divisible space, additional underground parking and main-floor public assembly space,” David Chizda explains. “The third floor will feature new exhibit space that will connect to the existing building and create over 147,000 sq. ft. of contiguous, pillar-less tradeshow space.”
Lifestyle
Road Rules Don’t Leave Your Health and Wellness Up in the Air By Carey-Ann Oestreicher Frequent business travel can sometimes feel like a wild night of partying – you wake up in the morning and don’t have a clue where you are. Even though we might not wake up with a hangover while on business travel, but the initial confusion can feel the same. As someone who spends a lot of time on the road as the owner of a life and leadership development firm, Potential Unlimited, I came to the realization earlier in my career that I can either be swept away by my busy schedule or I can start to have some control over how I live my life, both at home and on the road. Making yourself a priority is best for you and your clients, enabling you to bring your best to each meeting. Here are my Top 10 Tips For Wellness On The Road: 1. Pack with purpose – Pack your essentials, without over-packing as this clutters your suitcase as well as your mind each time you have to go through your bag to find anything. I encourage you to pack more than just your business essentials; think about your wellness essentials too. Bring your running shoes and a workout outfit. Take along a swimsuit so you can check out the pool first thing in the morning or before bed. And, don’t forget to pack healthy snacks. 2. Drink up – When you fly in an airplane, you lose 1-1.5 litres of fluid from your body each hour you are in the air. To prevent that dehydrated jet-lagged feeling, drink equal parts water to what you’ve lost in the air. 3. Walk it o ff – Once you arrive at your destination, make time for a quick walk. Heading outdoors will clear your head before jumping into your event or meeting while also helping your body’s internal clock tune into the time change of the place you are visiting. 4. Exercise – To keep your energy levels up and your waist measurements down, ensure you exercise 30 minutes to one hour each day. I find the best time to work out on the road is in the morning because then you know it is done and you are ready for your busy day. 5. Take time for you – Of course, the main purpose of your travel is for business. But, allow yourself to schedule in some time to explore the area (which is a great way to find new venues for future events) and have fun. Event planners keep a fast pace, both at home and on the road, so giving yourself some time to explore is a reward for all of the hard work you do. 28 | www.corporatemeetingsnetwork.ca
6. Breakfast – Start your day off with a healthy break fast with lean protein and complex carbohydrates. An egg white omelet with vegetables and whole grain toast is a great choice! 7. Take a breath – Make time to give yourself breaks throughout your day, even when you are on the road. There is a tendency to pack in as many meetings as possible, but allow yourself time to unplug. Otherwise, you may face burnout by the time you approach your afternoon meetings. 8. Limit your cheers! – Sure, we look forward to a drink at the end of a hard day on the road with a great meal, but you are best to limit it to just that – a (single) drink. First of all, when you drink when you are tired, it hits you quicker and no one wants to be “that” intoxicated professional. Secondly, drinking before bed can play havoc with your sleep. And sleeping tends to be more fragmented when away from home anyway so do your best to support yourself in getting a good night’s sleep by not overdrinking. 9. Sleep – If you want to maximize the quality of your rest away from home, start to build in some bedtime routines. Taking a warm bath one to two hours before bed, gets your body to the optimum temperature for falling asleep. Also, bring an enjoyable book to read before going to sleep to slow down your busy mind. 10.Journal – Sometimes it can feel lonely away from home, especially for those frequent fliers. Making the time to journal is great for your emotional health. Carey-Ann Oestreicher, MBA, Chief Engagement Officer, Potential Unlimited, works with individuals and companies to help them reach their full potential.Due to her success in developing leaders through her unique holistic approach, she is a sought-after speaker and has been featured on CTV’s Canada AM, CBC News World, CityTV and TSN. She has also been quoted in numerous publications including The Globe and Mail, Chatelaine and Canadian Business magazine. To find out more about Carey-Ann and Potential Unlimited, visit www. potentialunlimited.ca
Connections Connections
Direct Solutions
Announcing Canada’s most robust and interactive directory of corporate meeting venues and suppliers By Steven Chester, Online Editor
Corporate Meetings Network has just launched an online directory developed to as well as our new online directory,” provide its audience of corporate meeting, travel and incentive professionals with says Nervick. “We feel that in the very short term, the Meeting Venue an extensive listing of venues and services across Canada. Corporate Meetings Network knows firsthand that meeting planners desire as much information as possible about the venues and suppliers they will engage. The new Meeting Venue & Supplier Network lists many venues and suppliers in a comprehensive and easy-tosearch format. Planners can source suppliers by category or region, or if they simply desire a contact name and phone number, the Meeting Venue & Supplier Network delivers. “As show owners and managers, going back as early as the late 1980’s, MediaEDGE Communications knows first-hand the importance of venues and service providers relating to any type of event, whether it’s a tradeshow and conference, corporate meeting, or special event,” says Chuck Ne r v i c k , S e n i o r Vi c e P r e s ide n t o f MediaEDGE Communications, which owns and operates Corporate Meetings
Network. “It’s imperative a company such as ours, or any out there in the industry, understands what their options are in selecting a venue as well as the important providers of the services for their event in advance of getting to the point where they’re starting to book, market and promote their event.”
Packed with Features
Detailed directory information features u n ique of fe r i ng s suc h a s v ide o, i nteract ive maps, venue f loor pla n s, ph o t o g a l le r y c a r ou s e l, Gr e e n Ke y Rating for hotels, links to social media fe e d s, c l ie nt t e st i mon i a l s, de t a i le d company information, and much more. “We’re ver y proud of what we put together with the Corporate Meetings Network website, as an industry portal,
& Supplier Network is going to become the industry’s most used and most comprehensive online directory. We’re looking forward to many visits from the meeting community and would also welcome your comments and feedback.” Corporate Meetings Network is the official website of Corporate Meetings & Events magazine. Features include videos, social media, personality profiles, in-depth articles related to the overall meeting community, event operations, industry news, people and profiles, special meeting incentives and deals, venue and regional profiles, and much more. Visit www.corporatemeetingsnetwork.ca today to see the corporate meetings industry’s most robust, interactive online directory. If your organization is not yet listed in the directory, make sure you contact us today. Corporate Meetings & Events September 2012 | 29
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industrynews
Stating
Your Case By Brent Taylor
32 | www.corporatemeetingsnetwork.ca 32 | www.corporatemeetingsnetwork.ca
TheBusinessofmeetings
Helping stakeholders see the big picture of meetings value Amid today’s challenging climate of economic uncertainty, more and more discussion about meetings and events is taking place in the corporate boardroom, where senior management teams are assessing the value those meetings bring to their business. For a professional meeting planner, knowing how to prove the value of tangible and intangible returns on a stakeholder’s investment is an enviable skill. Establishing the inherent value of meetings and how they tie in to corporate objectives is a critical component of the planning process, giving you the power to leverage that information with senior management and helping to justify their meetings investment. This is something I learned first-hand when a government client pulled the plug on a major conference. We were only six months out from the conference when I got the call. My contact advised me that senior management was apprehensive because a fall election was imminent and they were nervous about how new leadership may view the expenditure. So, we cancelled everything, costing our client’s department thousands of dollars. We asked our client if we could be given the opportunity to meet with them and their senior management to discuss minimizing the risk of moving forward, but we were never given that opportunity. That’s when I learned that I should have taken the time to sit down with our client to discuss strategic value from the very beginning. That would have been the time to analyze the value their conference would bring to their department
and stakeholders. Had that analysis been in place, we could have used that information to explore the possibility that the benefits of proceeding with the conference may have greatly outweighed the associated risks. We may have saved the conference.
Developing Your Role
As investment in meetings and events is placed on corporate agendas, professional pl a n n e r s a r e p r e s e nt e d w it h n e w opportunities for growth and development. The focus on meetings brings greater recognition for the work you deliver. It provides you with a platform to further your role in the development and delivery of your company’s meetings portfolio. This is your time. It is your time to step forward and deliver the expertise your meeting stakeholders require. You must approach the delivery of meetings from
Corporate Meetings & Events September 2012 | 33
TheBusinessofmeetings the perspective of senior management and your stakeholders. By focusing on this perspective you can become a greater asset to your organization. You can increase your ability to deliver more effective meeting programs. You can build a better business case for the meetings you manage and increase your ability to obtain the support of your executives and stakeholders.
A Strategic Perspective
To start building a business case, you must begin to understand meetings from a strategic perspective. Historically, meetings are approached as a cost of doing business, with a strong focus on program delivery and the necessary logistics. Stakeholders and meeting planners look for ways to reduce costs through program reduction and increased efficiencies in logistical coordination. “In addition to making meetings more efficient at the aggregate level, there is another part of the equation that must also be considered, and that is meeting effectiveness,” writes Mary Boone, President of Boone Associates in her briefing paper, “The Case for Meetings and Events: Four Elements of Strategic Value.” A quest for effectiveness will challenge you to give greater consideration to your meeting objectives and to designing a meeting that will help you to achieve them. You will also need to ensure that your overall portfolio of meetings supports corporate objectives. This will bring the additional need to determine a set of metrics to measure the performance of your meetings.
Greater Relevance
The recent recession can be credited for bringing the value of meetings into question and to the forefront. Meetings now have greater relevance to corporate executives and stakeholders. They are demanding efficiencies as well as assurances of effectiveness and measurement of the value in holding the meetings they sponsor. This has created the opportunity for greater dialogue between meeting planners and stakeholders, which in most cases includes senior management. This has placed a significantly increased responsibility on the shoulders of meeting planners. “Meeting professionals need to present a clear, comprehensive business case to key stakeholders about how to achieve strategic value,” writes Boone. “If they do this presentation well, they will get the resources they need to transform their organizations through effective use of meetings.” 34 | www.corporatemeetingsnetwork.ca
Boone suggests that strategic value for meetings and events consists of four elements: portfolio management, meeting design, advanced logistics and measurement. In portfolio management, you must que st ion how wel l you r me e t i ngs collectively support your company’s strategy and objectives. However, meetings not only need to be expertly planned, they need to be expertly designed. The foundation of effective meeting design is establishing goals and objectives early on. Those objectives must be clearly grounded in your overall corporate objectives. Meeting planning, on the other hand is the nuts and bolts of venues, transportation, accommodation; it’s the infrastructure that makes your meeting or event work. Meeting planning has traditionally focused on building the infrastructure, and building it well. “Meeting design is the purposeful shaping of the form and content of a meeting to achieve desired results. It incorporates methods and technologies that connect, inform, and engage a broad range of relevant stakeholders before, during, and after the meeting,” states Boone.
Advanced Logistics
Once you have effectively designed the meeting, you can indulge in advanced logistics. With advanced logistics, decisions regarding logistics are made keeping the
strategic requirements of your meeting design in mind. Yo u r p l a n n i n g t e a m w i l l n o w understand the logistics and how their delivery will fit into the meeting design. Preference must also be given to the procurement of suppliers that will best support the meeting design, over longestablished relationships that may not be able to deliver to the same level in supporting the design.
Measurement and Evaluation
Effective meeting delivery requires pla n ners to measu re a nd eva luate their meeting’s performance, keeping continuous improvement in mind. “A strategic meeting management i n it i at ive, w it h o ut t h e a b i l it y t o demonstrate meeting effectiveness, isn't very strategic.” says Todd Hanson, CPIM, CRP, President and Founder of ROI of Engagement. “In order to manage the non-tactical elements of meetings, namely meeting design and meeting effectiveness, you want to measure results. You measure it to manage it with the ultimate goal being continuous improvement,” notes Hanson. You need to take the time to learn how to effectively measure and evaluate meetings. There are, arguably, many methods for doing so, from simple measures to more advanced methods for calculating ROI.
TheBusinessofmeetings Business Value of Meetings (BVOM) learn from each other. Much can be said “ROI (return on investment) is the ultimate Toolkit to support planners in proving of the value in sharing best practices. We measure, no doubt. But if an organization the value in meetings. all face the same issues. Get involved isn't experienced and completely dedicated in your local chapter of an industry • Get started and practice. You do not need to a measurement discipline, I recommend to be an expert to implement change. association; most hold monthly events. that organizations just get started.” states Start taking small steps to begin to make Meeting Professionals International Hanson, “When designed properly, simple your meetings more effective. As you (MPI) and Professional Convention post-event questionnaires that measure learn and develop your understanding Management Association (PCMA) are reaction/satisfaction and learning can of strategic value you will find yourself the largest professional associations for provide loads of valuable information.” designing more effective meetings. corporate planners. Once you have identified a set of metrics for measuring your meeting and have • Pursue industry certifications that focus on the strategic value of meetings and Whether you are managing just a few collected and analyzed the data, it is vital events. Two of the leading certifications meetings or are a seasoned professional that you report the results back to your are Certification in Meeting Management managing many, you need to consider stakeholders. This should include an (CMM ) ad m i n i stered by MPI a nd the impact your meetings have on your action plan for implementing changes for S t r a t e g i c M e e t i n g s M a n a g e m e n t company. If you can do so, you will improvement. This will strengthen their Certification (SMMC) administered by be prepared to defend the value of the support to continue with your meeting the Global Business Travel Association. meetings you deliver. This is especially programs and enhance the potential for You may also consider ROI certification i mpor t a nt as we face t he e conom ic increasing resources they allot to you for uncertainties of our future. through the ROI Institute. future meetings. • Professional development and education are incredibly important. Become an avid Brent Taylor, CMP, CMM is a Managing Getting Started reader of industry books and magazines. Partner at Timewise Event Management Inc. What should this strategic approach to You may also consider taking industry- based in Edmonton, Alberta. He is very passionate meetings mean to you? If strategic value is related courses from your local college about the meetings industry and believes strongly not already on your radar, where should or university. The Event Leadership in education, professional development and you go from here? Here are some steps to Institute is a fantastic online resource setting industry standards. Connect with Brent get you started: of short videos by leading minds in online at www.twitter.com/brentjtaylor and • Get connected to your industry. When our industry. MPI recently released its www.linkedin.com/in/brentjtaylor. we connect with other planners we can
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Corporate Meetings & Events September 2012 | 35
Brent Bellamy Mike Grandmaison
Lance Thomson Photographic
d e s t i n at i o n p r o f i l e
Meet you on the
prairies Whether it’s the cultural sophistication of Winnipeg, the down-home hospitality of Brandon or the big-city, small-town uniqueness of Saskatoon, Canada’s Prairie provinces offer planners everything they could hope for in a world-class meetings destination.
Winnipeg
As the capital of Manitoba and in the geographic centre of Canada, Winnipeg is a thriving, cosmopolitan city with an innovative arts scene, tantalizing restaurants, luxurious spas, fabulous shopping, a lively entertainment scene brimming with homegrown talent and compelling history. With a population of more than 762,000 culturally diverse people, Winnipeg is renowned for its international flair and warm, friendly spirit. Here, multiculturalism is reflected in the city’s ethnically and culturally interesting neighbourhoods. In short, Winnipeg is the perfect spot to meet, offering easy access to delegates from anywhere in North America. 36 | www.corporatemeetingsnetwork.ca
The city’s central location is what appealed to client Margaret Savard of the Organic Agriculture Centre of Canada for the Canadian Organic Science Conference in 2012. “I loved Winnipeg—it felt homey, but is still a large city,” says Savard. Winnipeg’s new state-of-the-art LEED certified terminal is the only 24-hour airport in Western Canada and offers 80 flights per day into the city. The world-class James Armstrong Richardson International Airport is just 15 minutes from downtown and was recently named one of the world’s top 10 iconic airports by Travel Channel.
Commuting a Breeze
Another highlight is the quick commutes around the city. Downtown Winnipeg is minutes from anywhere delegates need to be and many attractions, hotels and venues are within walking distance. While exploring the city, visitors will notice many new developments and construction. “Winnipeg is experiencing an exciting transformation. More than $2 billion of investment in new attractions and
Venue Variety
For places to meet there is everything from unique venues with that “wow factor,” to large spaces to host an entire conference or trade show. Boasting more than 160,000 sq. ft. of meeting space, the Winnipeg Convention Centre features a 78,000 sq. ft. pillar-less exhibition hall. Plans to expand the centre to almost double its current size are moving ahead. Many of Winnipeg’s top attractions double as unique venue spaces. The Forks, located at the junction of the Red and Assiniboine rivers, is Manitoba’s most popular tourist attraction. The site has indoor and outdoor meeting space in a 54-acre setting. The Manitoba Museum’s dramatic walk-through settings include the 17th century full-size replica ship
“The Nonsuch”, along with a Planetarium and Science Gallery. Add artistic flair to an event at the Winnipeg Art Gallery, or, for a memorable setting that brings history into play, visit the reconstructed 19th-century Fort Gibraltar just four minutes from downtown. With more than 1,100 restaurants, Winnipeg is renowned as a hotbed of culinary talent. Award-winning chefs, contemporary restaurants, mom-and-pop diners and ethnic eateries make up the city’s diverse dining scene. When the sun goes down, the city comes to life with live music, packed patios and trendy nightclubs, including Burton Cummings Theatre for Performing Arts and West End Cultural Centre. Meanwhile, entertainment venues, including MTS Centre, Celebrations Dinner Theatre, Rainbow Stage, McPhillips Station
Casino, and Club Regent Casino will add a fun factor to any corporate event. With all the great accommodations, unique venues, attractions and entertainment options, it is no surprise that Winnipeg has a well-deserved reputation for outstanding ser v ice wh i le host i ng n at ion a l a nd international meetings. The local service industry is ready to roll out the red carpet to make visitors feel welcome. This excellence is reflected in client feedback after hosting a corporate event in Winnipeg. “There was positive response from the attendees—best meeting ever,” says Lorne Sargeant, a client linked to the Garrod Association of Canada annual conference. For more in formation, visit www. tourismwinnipeg.com
Dan Harper Photography
infrastructure is boosting Winnipeg’s ability to offer a world-class experience,” says Chantal Sturk-Nadeau, senior vice president of Tourism Winnipeg. When it comes to accommodations, Winnipeg has 7,474 rooms and a range of hotels; another 1,460 rooms will be added with new hotel openings in 2012 and 2013. Throughout Winnipeg, there are well-known chains, such as Fairmont, Delta and Hilton Suites as well as home-grown hoteliers including Place Louis Riel Suite Hotel, The Fort Garry Hotel, The Victoria Inn Hotel and Convention Centre; and Inn at the Forks.
Winnipeg
The Forks North Portage Partnership
d e s t i n at i o n p r o f i l e
Corporate Meetings & Events September 2012 | 37
Brandon Tourism
Brandon Tourism
d e s t i n at i o n p r o f i l e
Brandon
Brandon, a dynamic city of 46,000 people about 200 km west of Winnipeg, proudly bills itself as the “host to the world.” With its smalltown warmth and hospitality, the city offers a diverse mix of high-quality exhibition, concert and conference facilities along with a wide range of excellent accommodation. The major event venue in Brandon is the Keystone Centre, one of the largest convention, entertainment, agricultural and recreational complexes of its kind in North America. Home to the Brandon W heat Ki ngs of t he Wester n Hockey League, the Keystone Centre features 540,000 sq. ft. of meeting space under one roof, wit h capacit y for 6,000 for meetings, 5,500 for sporting events and 2,000 for banquets. Along with hosting the Scott Tou r na ment of Hea r ts a nd t he Br ier Ca n adia n cu rl i ng ch a mpion sh ips, Brandon has been home to a number of high-profile events over the years, including the Canada Winter Games in 1979 and the Canada Summer Games in 1997. Other major events include the Royal Ma n itoba Wi nter Fai r a nd t he Brandon Folk and Music festival. “From the time you arrive until you depart, you will feel that you belong in Brandon,” says Rachelle Levesque, prog ra m coordi nator at Bra ndon Riverbank/Brandon Tourism. “Brandon Tourism offers hospitality packages to all events and meetings while Brandon First offers support by obtaining quotes from hotels a nd facilit ies, supplyi ng event pla n n i ng g uides, pa r t ner prog ra m m i ng, providi ng va rious mailers as well as bid development.” For more information, visit www.riverbank. mb.ca or www.brandontourism.com 38 | www.corporatemeetingsnetwork.ca Untitled-3 1
12-08-13 10:30 AM
ROB IS LATE FOR HIS FLIGHT OUT OF WINNIPEG.
It left two days ago.
It’s easy to get caught up in the energy here. You can hear the buzz at our world-renowned cultural and sporting events. You can feel the passion of our prairie spirit as we proudly promote our new state-of-the-art airport, exceptional convention centre and refined hotel accommodations. Looking to the future, we’re transfixed as our skyline evolves to welcome its newest addition—the Canadian Museum for Human Rights. With our unique venues and warm hospitality, the time is now to choose Winnipeg for your next meeting or convention and experience the excitement.
Winnipeg. Be here and be transformed.
www.wcc.mb.ca
For more information or to see if you qualify for incentives, please contact Maria. 1.855.PEG.CITY (734.2489) maria@tourismwinnipeg.com
Douglas E Walker
Saskatoon
Whether you’re hosting an intimate business meeting or a large-scale conference, Saskatoon, one of the sunniest cities in Canada, has everything you could possibly need to impress your delegates. As Saskatchewan’s largest city, Saskatoon offers a unique mix of down-home hospitality and big-city amenities including a diverse selection of event space – everything from an award-winning convention centre to a true Western-style saloon in a country setting. And, with more than 198 parks in the city providing spectacular scenery, wildlife and a multitude of recreational opportunities, there’ll be no such thing as “down time.” “As the centre for bioscience activity in Saskatchewan, Saskatoon has provided an excellent backdrop for premier events, such as the Agricultural Biotechnology International Conference (ABIC), which we founded in 1996,” said Brenda Scott on behalf of Ag-West Bio Inc. “Saskatoon has all the elements necessary to make our conferences successful: Quality venues, catering, accommodations and friendly service for our international guests.” Long commutes are a foreign concept in Saskatoon – event facilities are conveniently located close to attractions, services and accommodations. TCU Place, Saskatoon’s Arts and Convention Centre offering more than 104,000 sq. ft. of meeting space in addition to a full theatre and production stage, is an easy walk from downtown hotels; while Prairieland Park, Saskatoon’s largest trade show and convention facility is just a short drive away. 40 | www.corporatemeetingsnetwork.ca
Diverse Facilities
Smaller or more intimate meetings can easily be accommodated by Saskatoon’s charming and diverse array of downtown hotels, offering visitors a variety of meeting facilities in addition to spacious guest rooms and stunning views. “The hotels, Delta Bessborough, Hilton Garden Inn, Radisson Saskatoon and Sheraton Cavalier were all used for components of the conference, as well as TCU Place and Prairieland Park,” said Gail McHardy, Director of Events and Conferences for the Canadian Society of Association Executives (CSAE). CSAE hosted their 2011 national conference in Saskatoon. “We heard very positive comments from attendees from the moment they arrived in Saskatoon until the final day of the conference.” For organizers looking to make a lasting impression long after their event is over, Saskatoon’s “out-of-the-box” venues provide just that. The Berry Patch at The Berry Barn hosts group functions for up to 400 people, and offers country-style fare and private gardens. Westernthemed Champetre County provides delegates with an “Old West” experience and caters to corporate retreats and planning sessions. After a day of meetings, guests will surely appreciate the rustic charm of the venue’s Howling Coyote Saloon – an ideal space for great entertainment as well as breakaway sessions. Other unique venues include the Las Vegasstyle Dakota Dunes Casino, the Western Development Museum, the Willows Golf and Country Club, along with many other creative and special destinations. Delegates looking to turn their meeting into an extended vacation, or just seeking a way to fill their free time, will find plenty of extra-curricular activities to keep them entertained in Saskatoon. Designated the Cultural Capital of Canada in 2006, the city continues to thrive, offering a variety of shopping, festivals, events, theatre, galleries and delicious places to dine. After deciding upon Saskatoon as the destination for your convention, meeting or event, sit back and relax and leave the to-do’s to Conventions Saskatoon – a committee comprised of more than 30 partner organizations that can help plan your event from start to finish. For more information, visit www.conventionssaskatoon. com or www.tourismsaskatoon.com Kevin Hogarth Photography
Saskatoon
d e s t i n at i o n p r o f i l e
E d u c at i o n
The Value of Lifelong Learning
When many of us decided to enter (or fell into) the meeting planning business, there were few, if any courses to help us better our skills and learn new strategies to ensure successful events. Today, that’s all changed. Now, almost all colleges and many universities that have a “tourism-andhospitality” discipline include courses i n pl a n n i n g , de s ig n i n g , de l ive r i n g and evaluating meetings, conferences, events and festivals. You can also find courses ‘hidden’ in public relations and m a rket i ng prog ra m s. T hese cou rses can run the gamut of adult-education or evening programs: one course in a hospitality management course; a full special-event diploma or certificate to post-graduate certificate programs. Therein lies the challenge. How does a student find the course program that is perfect for him or her when courses fit into so many different disciplines? And where does a potential employer go if they are looking for a graduate? How does the employer know they are getting a graduate who has learned not only the theory, but has also learned the practical and more importantly, knows how to research the latest in a business that is changing every day? This also begs the question: Is the design, delivery and evaluation of conferences, events, meetings and festivals truly a “hospitality” issue? Or are students and the industry better served if programs are offered under the
business or marketing disciplines, as some universities and colleges do? The nature of our work means we must be ready to make changes on a dime—we must be ready to understand the changes in the economic landscape, to grasp the latest thinking in adult education, to know what the latest décor trends are, and to come to grips with the implications of world events on our profession.
The Importance of Keeping Pace
All of this means, of course, that we must be lifelong learners. It means those looking for graduate students are looking for what the student learned in school and are also looking for how the graduate plans on keeping pace with changes. There are many many resources and associations in this business. It is up to the professionals coming into the business to be aware of those resources, as well as to know how and when to access them. That’s the bottom line of lifelong learning. More and more of these resources are becoming free, not only to specific professions, but to the world at large. Recently, I read an article about www. coursera.org that offers free online
university courses, and the participant will receive a certificate of completion. There are courses in finance, business management and others that any planner could benefit from – all part of lifelong learning. And so, my question to any students out there (and aren’t we are all students in some respects?): What are your plans to continue your learning once you have graduated? And to those looking to hire: What are your must-have ingredients in a graduate? O ve r t he com i ng mont h s, C M&E magazine will feature additional articles and columns on continuing education within the event-plan n ing indust r y. You’ll also see increased coverage on this important issue on the website as www. corporatemeetingsnetwork.ca. Now, more than ever, we all have the chance to stay informed and better educated on this ever-evolving industry. Sandy Biback, CMP CMM, Imagination+Meeting Planners Inc., has been a planner for over 30 years. She has been teaching for over 12 years, including on-line. Currently she teaches in a post-graduate program at Centennial College. Sandy can be reached at Biback@imaginationmeetings.com Corporate Meetings & Events September 2012 | 41
meetingtrends
Generation By Doreen Ashton-Wagner
next
Since 2011, when the oldest baby boomers turned 65, an average of 1,000 Canadians are reaching retirement age every day. The recession and recent changes to Canada’s Old Age Security program may be delaying some leaving the workforce, but by 2014, the retirement wave is expected to hit. While younger generations, commonly referred to as Generation X and Y, together outnumber boomers, they do not have the experience or aren’t necessarily interested in replacing boomers in certain sectors. Industry groups from tourism to petroleum are warning of labour shortages starting as early as 2013. So what does this have to do with meetings? If bringing people face-to-face is meant to facilitate learning and change, motivating and engaging employees, demographic shifts may represent important challenges to the way meetings and events are planned. In both her books, Rock Stars Incorporated (2007) and The End of Membership as We Know It (2011), American generational expert Sarah Sladek offers colourful descriptions of the factors that distinguish each generation at work.
Resistant to Change
She describes boomers as growing up in a time of affluence, “reared to pursue the American Dream.” They show a preference for face-to-face communication and an appreciation for meetings. Boomers, Sladek says, generally assume “no news is good news,” managing their work accordingly. Because they’ve held a dominant position in society for so long, they may be somewhat resistant to change. Canadian author Cheryl Cran echoes many of Sladek’s observations in her book 101 Ways to Make Generations X, Y and Zoomers Happy at Work. By comparison she says Generation X grew up with political and economic uncertainty, with Watergate, the fall of the Berlin Wall and the 1990s recession. As children of divorce, they grew up self-sufficient and most hate to be micro-managed at work. Many saw their hard-working parents dismissed by employers, so GenXers insist on balancing work and family, looking at meetings that infringe upon their private time with a jaded eye.
Tech Savvy
Both authors similarly describe Generation Y: They grew up with a full schedule of activities, being rewarded “just for showing up.” Preferring frequent interaction with peers and supervisors, they are easily hurt by negative feedback. They are used to group problem-solving, expect to have a voice at meetings and to use the technology they are so familiar with. Just as with GenX, GenY workers “work to live” and not the other way around. 42 | www.corporatemeetingsnetwork.ca
meetingtrends
meetingtrends So what are younger generations looking for in meetings?
L a st May a st udy f u nded by t he Professional Convention Management A s s o c i a t i o n ( P C M A) E d u c a t i o n a l Foundat ion weighed i n with results about what the “millennial generation” (G e nY ) p r e f e r s i n t h e i r m e e t i n g s, conventions and events. This research was based on a survey of over 2,000 GenY respondents, making it the largest study dedicated to what the younger workforce prefers in events. It f o u n d t h a t y o u n g e r m e e t i n g participants favour a content-delivery s t yle de s c r ib e d a s “e dut a i n m e nt ”; engaging speakers who deliver shorter, quick-paced audio-visual presentations, peppered with opportunities for audience members to use mobile technology and games to interact with presenters and other attendees. The study found this “is consistent with research that indicates that [younger participants] often have short attention spans, hence the desire for concise, entertaining meetings.”
44 | www.corporatemeetingsnetwork.ca
Seek Benefits
T h e st udy a l s o ide nt i f ie d t h e n e e d by you nger me e t i ng at te nde e s to understand the purpose of an event. A sk i ng “wh at ’s i n it for me? ” t h e y want to k now what the meeting will bring them financially (scholarships or rewards), professionally (networking, advancement or job opportunities) or socially (community service projects or destinations with many activities and fun social events). Unfortunately there doesn’t seem to be much research documenting what employers are doing to engage younger generat ion s i n meet i ngs, to i mprove k nowledge t ra n sfer a nd relat ion s between generations. In our inquiries with meeting professionals, few could point strictly to generational differences for specific changes to their meetings. Some believe value-based generational differences are over-blown. In a LinkedIn discussion on The Future of Meetings, corporate team building e xe c ut ive Ke n ny Z a i l i n s i s t e d t h at
“where people are in their life cycle is more important than what ‘Gen letter’ they are.” We turned to the field and asked Ca n adia n meet i ng a nd event planners how their meetings may be evolving. Some saw no impact. Jessica Ward, CMP, Manager, Events and Groups at MKI Travel & Conference Management in Ottawa says: “My clients have never asked me to tailor to Gen Y. My medical event s h ave ver y few Gen Y i n t he audience (if any). Government events, these days, are simply more focused on keeping costs down.” Les Selby, CMP, CMM, of Planning for Success in Toronto, thinks younger generations are having some impact. “When I was at Aimia (formerly Carlson Ma rke t i ng), I s aw cor p orate c l ie nt meetings getting shorter, not just to save money, but also because people are not willing to give up their personal time.”
Expect Perks
Technology seems to trump demographic shifts for some changes in meetings. “The biggest change that I see is in the demand for complimentary, fast, and dependable wireless internet,” says Ottawa-based Claire Fitzpat rick of CF Con ference & Event Management Services. Many planners agreed with the PCMA study findings and felt that younger workers disengage if not allowed to use their mobile device at a meeting. “And they are shocked to be asked to pay extra for WiFi,” added a hotel manager on the promise of anonymity. “They see it as a right, not as an amenity. It’s tough when we try to get them to settle their bill upon check-out.” S h a w n a M c K i n l e y, D i r e c t o r o f Sustainability at Vancouver’s MeetGreen adds: “[WiFi] applies to the venue, and guest rooms. Mobile applications are also becoming an expectation. No one wants to pack an event program, or have to collect cards and collateral anymore. They are learning to rely on the app, and expecting it to be integrated with social media.” Only a few planners felt that social media is being used effectively to promote meeting attendance. More are using networks such as LinkedIn groups to encourage information sharing, said Les Selby. “I think GenY drives a lot of this change; they don’t want to be sitting in a dark room and having someone speak AT them. They expect to be contributing, want to give their opinion.”
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meetingtrends
The Generations by the Numbers Generation Age
Population
number percentage 1918 and before
93 years and over
91,195
0.3
Parents of Baby Boomers (1919 to 1940)
71 to 92 years
3,074,045
9.2
World War II generation (1941 to 1945)
66 to 70 years
1,444,035
4.3
Baby Boomers (1946 to 1965)
46 to 65 years
9,564,210
28.6
Generation X (1966 to 1971)
40 to 45 years
2,823,840
8.4
Generation Y –Children of boomers (1972 to 1992)
19 to 39 years
9,142,005
27.3
Generation Z (1993 to 2011)
18 years and less
7,337,350
21.9
Source: Statistics Canada, Census of Population, 2011. Most experts describe baby boomers as being born between 1946 and 1965. According to the 2011 Census, 9.6 million persons, or roughly three in 10 Canadians were boomers. These people were aged between 46 and 65 in 2011.
More Interaction
S elby added t h at he h as seen bigger budgets bei ng invested in communication, some for more social media, some for content capture. This is to give participants the opportunity to interact. He observed attendees posting to discussion groups – “I did this and it didn’t work. Any advice?” This helped increase learning and the return on investment from information sharing at meetings. Ad r i a n S ega r i s a Ver mont-ba s ed orga n i z at ion a l consultant and author of Conferences That Work. He says he’s organized more participative events, for all ages, for
the last 20 years. Unwilling to say these are driven for or by GenY, Segar sees the need for spaces that are more conducive to interactive and networked events, offering a variety of session formats versus auditorium-style. The use of social media and more participative meeting styles may be more a function of the corporate culture, says Helen Van Dongen, CMP, CMM, National Director, Event Management at KPMG in Toronto. In a conservative environment such as a professional services firm, there are still many meetings that deliver content in a lecture-style format and that eschew sharing information on Twitter or anywhere else. “If I worked with a media company, we’d probably be having a completely different conversation,” she adds.
Changes Coming
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Still, Van Dongen admits to some changes on the horizon. For an upcoming senior management meeting, they will be moving to a TED Conference delivery style where speakers have only 18 minutes to present, pushing presenters to be more dynamic. “It will either be a spectacular failure, or something that moves us forward on a new path.” Most planners agree that they are more conscious of healthy and sustainable food and beverage choices. Fitzpatrick has found that, “in the past this was due in most part to cultural requirements but now it tends to be driven by young health and socially conscious attendees.”McKinley adds: “There’s an emerging focus on healthier options and food that is better for learning, stamina and wellness. I think in future as prices rise we may be forced to seriously look at new and different options, and evaluate portion size.” While the verdict is still unclear about who exactly or how younger generations are driving different meetings, one conclusion is certain: planners are best to execute events that suit the culture of the organization and its meeting objectives, with an eye to engaging all participants as much as possible. Doreen Ashton Wagner is Chief Strategist at Greenfield Services Inc. Greenf ield is a market research and demand generation consultanc y th at specializes in h elping meet ing planners and suppliers grow their business through data mining, lead generation, inbound marketing and social media. She is an active member of Meeting Professionals International, and served as Past President in Toronto (1992-93) and Ottawa (2005-06).
46 | www.corporatemeetingsnetwork.ca Untitled-4 1
12-05-02 1:40 PM
e n t e r ta i n m e n t
Going Hollywood
Although entertainment legends such as Marilyn Monroe, Frank Sinatra or Elvis Presley are no longer with us, planners looking to add a bit of Hollywood glitz to their next event can opt for the next best thing: the celebrity impersonator. As the founder and president of one of Canada’s leading celebrity look-alike talent agencies, Hollywood Heaven, Goldie Marks has been providing talent to Canada’s corporate meeting industry for over 15 years. CM&E recently asked her about some of the considerations planners need to keep in mind when booking entertainment for their next event.
night. The regular nine-to-five person who works in an office doesn’t usually get this kind of an opportunity. It helps to bring the people in even more than they expected. CM&E: What is the biggest “don’t” when it comes to hiring entertainment? GM: The biggest mistake a lot of planners m ay m a k e i s n o t a sk i n g t h e r ig ht questions. I’m not going to send a Britney Spears look-alike to an 80th birthday celebration, or a “Christina Aguilera” to a conservative business event. You have to ask the right questions of your client. What is the theme? What is the age range of the audience? You want to find a nice mix and balance to try to reach as much of the audience as possible. “Legends” shows are great because there is always a good blend of time periods and musical styles. Some components are more interactive and others are there to entertain people who just want to sit and watch. Ultimately, you have to deliver what the client really wants. And even if they don’t know what they want, you have to ask the right questions to help them get there.
CM&E: How did you get started in the events and entertainment business? GM: I’ve been singing since my late teens. I’ve always been fascinated with Hollywood, and the Marilyn Monroe image and movies are what that lured me into that whole scene. I started off in the business in 1998 when clients began asking me if I happened to know an Elvis or a Michael Jackson and those requests would start to come in more and more. All of a sudden the agency just started. Being an agent is something that I enjoy and being an entertainer is something that I enjoy so it is a balance of both worlds. CM&E: Why is hiring entertainment such an important part of the event planning process? GM: There are several important elements to an event. Before the tablecloths or chair covers or even the food, people are going to remember the entertainment. You don’t usually walk away from an event saying “that was the best wine I ever tasted.”What they are going to remember is that Shania Twain tribute or being greeted at the door by Joan Rivers. A good celebrity impersonator is going to “make” an event and a bad impersonator is going to “break” the event. If you want to have an event that’s memorable for the right reasons, then you have to make sure you’re hiring high-quality talent. CM&E: What’s an example of a popular trend when it comes to hiring celebrity impersonators or event entertainment? GM: What’s really popular right now is a kind of Dancing-with-the-Stars-type
CM&E: What is the most challenging aspect of working in the events industry? GM: When people call and say they are on a very small budget but they have spent $50,000 on the venue, I get a little concerned. If the entertainment is an afterthought, and you have so little money left to create something memorable, that tells me that you’re working backwards. People are going to remember the entertainment. If you cut corners on the entertainment it will show and it will affect the quality of the event. interactive show. If the client wants to make it really exciting and creative, you can use celebrity look-alike judges – Austin Powers, Marilyn, Elvis, Madonna. We pair the guests off with a professional instructor for about 20 minutes and we even have wardrobe they can use. Now, the guests become a part of the
For more information, contact Goldie Marks at Hollywood Heaven, exclusive representative of some of Canada's top impersonators including Zahava (Shania Twain and Marilyn Monroe impersonator) and many more. Visit www. hollywoodheavenentertainment.com. Telephone: 416-456-5773. Corporate Meetings & Events September 2012 | 47
Food&Beverage
Desserts
King of Richard Warren, The Fort Garry Hotel, Spa and Convention Centre
By Sean Moon
As the multitude of guests begins making its weekly pilgrimage to Winnipeg’s historic Fort Garry Hotel to partake of its epic Sunday brunch, Richard Warren is busy rallying his brigade of talented pastry chefs who will soon be serving their delectable creations to hundreds of hungry diners in search of the perfect dessert. As daunting a challenge as that may seem to the culinary peasantry, Warren takes it all in stride. After all, it is days like this that keep him energized and passionate about his job and his food. “What I love about my job is being given the chance to be creative and being part of an industry which is constantly discovering new techniques that keep me thinking outside the box,” says Warren, head pastry chef at the Winnipeg landmark for the past 18 months. “It is very hard work as you give evenings and weekends but that’s the service industry. It’s a nice feeling to know that so many memories are linked to food. So when you make something that sticks out in someone mind, that’s a flattering feeling.” Like many others in his profession, Warren’s early experience consisted of working as a dishwasher for Earl’s Restaurant right after graduating from high school. He then enrolled in Red River Community College to earn his diploma in Commercial Cooking. After graduation, he worked briefly at the Fort Garry Hotel before moving on to pay his culinary dues at a number of local restaurants and cafes. 48 | www.corporatemeetingsnetwork.ca
Eye on the Prize
Although Warren experienced considerable success in the various sectors of kitchen service, his first love was always pastry. Knowing that Fort Garry already had someone at the helm in the pastry kitchen, Warren decided to further hone both his cooking and leadership skills by becoming chef at a small restaurant café on the University of Manitoba campus. “The challenge there was not only to be creative and fresh, but to do it on a shoestring budget. I was, after all, feeding students and they don’t have a lot of money.” In working with a tight budget while keeping an eye on innovation, Warren learned the valuable skills he would eventually need as pastry chef at the Inn at the Forks, a small hotel where he alone was responsible for the dessert menu. Five years later the long-coveted position of pastry chef at the Fort Garry became available and he hasn’t looked back since. Having worked in a wide variety of foodservice environments, Warren has a keen understanding of the unique demands of catering to meeting and event guests.
Something for Everyone
“There are definite differences between event diners and restaurant diners, but at the Fort Garry we look at every customer as a customer so i f a n event wa nts something special we will certainly try to accommodate, no matter what the size of event. We have a strong catering team to help guide the customer to what they want. We also have a large and diverse menu to choose from to appeal to any request or taste.” Citing French and Italian cuisine as his major culinary influences, Warren a l s o t u r n s t o u n iq ue f l avou r s a nd techniques when developing his sweet sensations. “One of my favorite tech n iques is infusing flavor into things. It’s such a great way to bring a lot of flavor to your product wit hout much energ y; t ime does all the work for you – from crème brulée infused with lemongrass or fresh basil, to infusing cream with Earl Grey, cin namon or g inger for a ganache. I really like things flavored with lemon a nd cer t a i n ly w it h i ng redient s l i ke
Food&Beverage lemongrass and lemon verbena you get the lemon but it’s more refreshing and subtle than with straight lemon juice.” Although Warren has definitely proven his leadership and cooking skills during his many years in the kitchen, it is his continued dedication to innovation and experimentation
that will likely keep the hungry pilgrims coming back for more offerings from a true king of desserts. “We take a lot of care in what we do. Maybe because dessert is the last course, it’s the last chance we have from a kitchen point of view to make an impression on the guest.”
Pliable White Chocolate Ganache with fresh Strawberries, Strawberry Chips and powder, Basil syrup and Balsamic reduction. Pliable White chocolate Ganache: 225g white chocolate 2 tbsp water 2 tsp agar 65g glucose 500 ml whipping cream 2 sheets gelatin
Soak your gelatin in cold water until bloomed strain and set aside. Stir water and agar well together. Add glucose and half of the whipping cream, bring to boil add your bloomed gelatin stir until gelatin has dissolved. Pour over white chocolate let sit for two minutes to allow the chocolate to melt. Using and immersion blender, mix until smooth and then add the rest of your cream. Pour into 8” x 8” pan lined with plastic wrap. Let set over night in your fridge.
Dried Strawberries: 4 large strawberries Icing sugar for dusting
Dried Strawberries and Powder: Hull about 4 strawberries and slice about an 8th of an inch thick. Place on parchment pan lined with parchment paper and has been lightly greased. Lay out strawberry slices and dust with icing sugar liberally. Place in your oven set at it’s lowest temperature let dry over night. The next day set some strawberries slices aside. The remainder strawberries place in a clean coffee grinder pulse until you have a fine powder.
Basil Syrup: 112g fresh basil leaves 100g sugar 100g water 100g glucose
Bring a pot of salted water to a boil. Place your basil leaves in water for about 30 seconds. Transfer the basil leaves to a bowl of ice water. Once cool, strain out basil leaves squeeze out excess water, set aside. Bring 100g of water and sugar to a boil to make a simple syrup, let cool completely. Place simple syrup, glucose and basil in blender. Blend on high for 3 minutes, and strain through cheese cloth. Set aside.
Balsamic reduction: 1 cup of balsamic vinegar
Place in small pot bring to a boil, reduce heat to a simmer and let evaporate to a syrup comsistency. About 5-8 minutes.
Fresh Strawberries
Once your pliable ganache has set, remove from pan and cut a strip about ¼ of an inch thick and lay on a plate. Gently bend ganache into desired shape. Place strawberries around ganache, drizzle balsamic reduction and basil oil. Sprinkle strawberry powder around the plate.
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Corporate Meetings & Events September 2012 | 49
Promo + incentives
Sustainable Swag
Turning Promotional Gifts into Social Investments
By Angie Draskovic Imagine this: It’s 90 days to your annual conference and you are reviewing your plan. Venue – check; Program – check; Speakers – check. The list goes on until you feel reasonably satisfied with your state of readiness for the big event. All that’s left is to figure out what in the world you might give to speakers, key clients, and attendees that will be themed, useful, fun, and unique. Interestingly, given all the big issues you must routinely wrestle to the ground, this one seems to be a perennial challenge that is not easily solved. Add to that the increasing focus in your organization on social responsibility and your desire to plan a green meeting and you may find yourself asking two key questions: 1) What is the purpose of our gift giving? 2) Are gifts and promotional items “green?”
What is the Purpose of our Gift Giving?
Giving gifts is a cultural norm firmly rooted in human nature. We are relational beings and whether we are talking about friends, family or business, the truth is that we associate and spend time with people we like. In our business context, relationships with our clients, industry colleagues and employees are everything. While giving
a gift in and of itself does not establish a strong relationship, it most certainly can be appreciated in the context of an existing or new relationship. Consequently, a well-chosen gift that communicates thoughtfulness and genuine appreciation enhances our relationships.
Are Gift and Promotional Items Green?
The next big question is: How do you rationalize your gifts from an environmental and social perspective? How do you find a well-chosen gift that is useful, fun, unique, AND socially responsible? The good news is that there are a growing number of great options out there for both environmentally and socially responsible gifts. This whole area is a fantastic, highprofile way to engage your participants and create a buzz that will last long past the event. Last year, for example, our company worked with a law firm in Ottawa that was sponsoring the dinner at a large gala event. The partner assigned with the task of finding a gift decided to look for a socially responsible one. In her quest, she chose our hand-rolled recycled paper pens made by women in a remote impoverished village. Did you catch that? She chose pens for the table settings….exciting, huh? I bet we would
Is This Gift Responsible?
Most gifts in our industry are made overseas in developing countries. Here are a few simple questions based on Responsible Supply Chain Management guidelines developed by Global CSR that you could ask your suppliers. 1) Where is this gift produced? 2) Describe the human rights, social and environmental practices of the manufacturer. 3) What are the specific environmental and social impacts of this gift item? For more tools you can visit the website of the UN Global Compact at: http://www. unglobalcompact.org/Issues/supply_chain/guidance_material.html 50 | www.corporatemeetingsnetwork.ca
all expect everyone to be enthralled by a pen and to hang on every word she said during her “mic” time. Well, believe it or not, that is exactly what happened. When she took the stage, images that we provided of the village women making the pens by hand splashed up on the screen, and she told the story of the pens to 500 black-tie dinner attendees. It became a conversation topic for the night that lead to new business for the law firm.
Create an Impact
Buzz-worthy, unique, memorable, useful, and bona fide environmental and social impact – those pens provided gainful employment for 20 women during their production, and the presenter was able to share their names. So can gifts be green and socially responsible? Yes, and so much more. They are an opportunity to enhance relationships, take care of our environment, and invest in the eradication of poverty. With this approach we can take the perennial challenge of “what to give” and turn it into sizzle and buzz for our events each and every year, all while being part of a globally recognized effort to become a socially responsible business. Angie Draskovic, is founder and CEO of ZOË Alliance Inc., a supplier of a full range of socially and environmentally responsible gift alternatives from $0.49 pens to $99.00 executive gifts. www.zoealliance.com E-mail: adraskovic@zoealliance.com