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THE DIGITALIZATION OF ASSOCIATIONS

FEBRUARY | MAY | JULY | SEPTEMBER 2019 | NOVEMBER

EUROPEAN ASSOCIATIONS THE PROS & CONS A BRIEF GUIDE TO & ONLINE ENGAGEMENT OF DIGITAL ADVOCACY ASSOCIATION DIGITALIZATION

The Age of Continuous Connection

The title of this letter is not from us, unfor- business model, you will surge ahead. If you tunately, but it’s a good extension of the main are slow to respond, you will fall behind. We topic of this issue, in which we explore what are moving away from a scenario in which associations are doing to transform them- you have a periodic dialogue with your mem- selves digitally. bers into one in which you are continuously engaged with them. ‘The Age of Coninuous Connection’ is the title of an article recently featured in Harvard The continuous connection opens, in this Business Review by Nicolaj Siggelkow and regard, new opportunities, and technology Christian Terwiesch, co-directors of Whar- can change the way associations gain feed- ton’s Mack Institute for Innovation Manage- back about their target audience - they can ment. They argue that the rise of the Internet now understand their members’ behaviors 2019 of Things (IoT) changed the way we interact through continuous research and big data. with objects around us. Devices are no longer This scenario unleashes big opportunities for standalone devices but instead have become a deeper understanding of their needs – in connected objects. They sense the world and other words for understanding how you can FEBRUARY they exchange information in a network, and stay relevant to them – and for anticipating they are always connected, creating for com-

and predicting future evolution. 03 \ panies a strong relationship with customers thanks to frequent digital interactions, fewer In this context, the challenge in the continu- frictions and continuous monitoring of users’ ous connection is not about how to use tech- behaviors. nology – which has become a necessity and a given – but how to find a way to develop and The piece inspired some exciting new strate- manage a continuous relationship with your gies to stay ahead of the competition. But we members. If you can find the key to this, and think it only scratches the surface of what is adopt a planned strategy for your members possible when it comes to associations. to realize they can’t do without your input Indeed, if you embrace a world in which you and insights, you will, for sure, stay ahead are continuously connected to your mem- of the curve and become sustainable on the bers and stakeholders, and you rethink your long-term.

Founder & Chief Editor Founder & Managing Partner

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Proud to host the host to Proud Proud to host the

EDITOR'S PAGES FEATURE: THE DIGITALIZATION OF ASSOCIATIONS DESTINATIONS 06 AC FORUM 06 A GLOBAL FOCUS WITH A STRATEGIC PLAN 08 MEET4IMPACT 11 MONTREAL34 48 THE VOICE OF KLCC 14 CALGARY 50

DUBAI ASSOCIATION AUSTRALIA 56 2019 CONFERENCE 2019 16 ADELAIDE 60 SEOUL 63 22 SWITZERLAND 70 INSIGHT SERIES RIGA 72 EMBRACING A DIGITAL MINDSET 23 MONACO 75

Head of Communication for EORTC, Davi Kaur looks SEPTEMBER AMSTERDAM 76 at how the organization has transformed itself digitally. PRAGUE 78

AZERBAIJAN 82 05 \ EUROPEAN INDUSTRY ASSOCIATIONS & ONLINE ENGAGEMENT 26 ESAE Board Member Attilio Caligiani says the majority FRANCE of associations recognize the importance of integrating the digital dimension in their day-to-day activities and 44 engaging efficiently their audience online. CANADA 44 QUEBEC 52 A BRIEF GUIDE TO ASSOCIATION DIGITALIZATION 29 Frank M. Waechter takes a look at the most effective strategies and solutions that associations LEGACY SERIES can use to achieve their digital transformation.

THE PROS & CONS OF DIGITAL ADVOCACY 32 37 NANCY 38 Margaux Rundstadler argues that, if going digital has LYON 39 become a prerequisite for associations, it also means it PROVENCE ALPES should be carefully planned and reviewed. CÔTE D'AZUR 41 NANTES 42 66 LA BAULE 43 SARAWAK 66 06 \ BOARDROOM MAGAZINE organisations to spendtwodays at the a smallgroup of 20membersfrom both learning experience from 1-2July united Centres of Europe (LCE) collaborative roles. ThefirstACForumand Leading a must-especially forthoseinleadership to get your message across effectively is in the associations sector, somastering how Clear, authentic communication isessential PARTICIPANTS ARRIVING AT THECOLLABORATIVE LEARNING EXPERIENCE The inaugural AC Forum andLeading Centres ofEurope (LCE) collaborative learning experience inJulytook thethemeoflanguage ofleadership, with delegates joiningforces to improve theircommunication skills. Speaking the Language of Leadership discuss possible partnerships, andIsuggested industry partners. Theycontacted theSEC to looking for new avenues to collaborate with a speculative phone call.“AC Forum was between the twobodies, which started with months of planning anddiscussions The event marked the culmination of honing their communication skills. Scottish Event Campus (SEC) inGlasgow Words ChantelleDietz Conference Sales at the SEC. benefit,” says Kathleen Warden, Director of even greater industry insight from whichweall mutual benefit. By learning together, webuild day educational event, with content that was of long-term partnership focused onaoneor two- conversations, wecameup with theideaof a be interested. After anumber of exploratory that theLeading Centres of Europe might PINK ELEPHANT Delegates were split up into pairs - with skills had been developed. The whole The content of the inaugural event was one LCE representative and one AC Forum exercise inspired ‘true learning’. “When you designed to improve the performance representative - and interviewed on pre- are out of your comfort zone, your primal agreed scenarios relevant to their working of the individuals in both their business instincts kick in - fight or flight - and flight environment, giving them the opportunity and personal lives through learning the was not an option. So everyone had to rise to to practise their new skills. “ ‘language of leadership’. Both organisations They really had to the occasion and there was a great feeling of ” says agreed the theme would offer value to their trust each other to manage their way through achievement from all of the participants, s,” says Warden. “ Warden. respective members, and would provide a the testing interview It also helped to break down the sense of buyer and strong start to their events partnership: “We supplier – everyone was equal, and that felt like EDUCATIONAL AMBITIONS wanted to have something that was beneficial true partnership.” for both the AC Forum members and the LCE The feedback from the first event has attendees,” explains Carola van der Hoeff, been extremely positive, from both sides Secretary of the AC Forum and COO & of the table, as new skills, that will benefit Congress Director at the International Leading the participants in their business as well Pharmaceutical Federation (FIP). “For me it as in their personal lives, were learnt was a well-invested time to be with everyone Centres of collaboratively. - meeting my peers, networking, learning and Europe As Adrian Ott, President of the AC Forum, reconnecting with all the members." concludes: “The virtual world has developed After arriving at the SEC Campus and members extensively, and the format in which people 2019 checking into the on-site hotel, delegates want to learn has also changed. As an enjoyed a brief welcome reception before ¬¬ RAI Amsterdam, Amsterdam, Netherlands organisation, we want to link strategic and ¬¬ Centre de Convencions Internacional de getting down to business. Glasgow- Barcelona operational considerations together. Through based communications consultancy Pink (CCIB), Barcelona, Spain this experience in Glasgow, AC Forum’s Elephant, led the learning experience, ¬¬ PALEXPO, Geneva, Switzerland educational ambitions came a big step closer SEPTEMBER ¬¬ Scottish Event Campus (SEC), beginning with an introduction to ‘the Glasgow, UK towards a natural synergy which fosters 07 \ golden rules of communication’ - a set ¬¬ Lisbon Congress Centre (CCL), Lisbon, peer-to-peer education, innovation by sharing of rules with a purpose of helping those Portugal good practice, expanding thinking, and finally, ¬¬ MiCo MILANO, Milan, Italy that use them to communicate effectively neutrality by providing a forum free from ¬¬ Internationales Congress Center .” and with confidence, no matter what the München (ICM), commercial influence Munich, Germany situation. “ Plans for the next event are already The most important one for me was ¬¬ VIPARIS, Paris, France ‘get to the point quickly’ – within the first seven ¬¬ Stockholmsmässan, Stockholm, Sweden underway. In October, the collaborative seconds of your communication ideally,” says ¬¬ Austria Center Vienna, learning experience will travel to van der Hoeff. “ Vienna, Austria Geneva, Lucerne, and Basel and has Also, eliminate ‘pink elephants’ from your communication. We learned that www.leadingcentres.com been specifically designed for senior- ‘pink elephants’ are unnecessary negatives,” she level association professionals, with the adds. exception of a featured workshop on The interviews were filmed, then played congress management geared towards The second day of the event was all about back in front of the whole group to be junior members. In 2020, AC Forum and delegates putting what they had learnt constructively analysed. “ Leading Centres of Europe will organise into action. Will Whitehorn, chairman of Being interviewed another workshop in the city of Milan at the SEC, kicked off the morning with an live, and filmed, and critiqued in front of your MiCo MILANO. inspirational breakfast talk. In it he spoke peers pushed everyone out of their comfort zone. And everyone rose to the challenge,” says about the value and importance of brand Warden. By the second round of interviews and innovation, drawing on his experience all of the participants had improved their working with major brands including his performance, demonstrating that new More information time as president of Virgin Galactic and as a knowledge had been acquired and new www.acforum.net special advisor to Sir Richard Branson.

EDITOR’S PAGES 08 \ BOARDROOM MAGAZINE Strategic Plan; creating a task force to determine where to focus our efforts; into global markets bymakingglobala focus of our Board ofDirectors’ action whenexpanding has approachedits entry yourreachglobally. BICSI todeterminebest practices andstrategy andcourses of thought all require time zonebarriers, differences, high-level considerations pricing, and other ” saysPaulWeintraub. its challenges, though not beenwithout Language “ “ (ICT) industry,hasbecome globalsurelyandrapidly. their customers and the information and communications technology purpose istoadvance theknowledgeandsuccess ofitsmembers, Dubai and affiliate offices in Tokyo and Melbourne, BICSI, whose With membershipspanningnearly100countries, asatelliteoffice in ADVANCING KNOWLEDGE possibility ofmakingyourorganizationtrulycompetitive. members, brand awareness, new products and services, andthe great opportunitiesforgrowth,such asgettingandretainingnew and measurement. All this is very hard work, yet it comes with market situation,entrystrategy,financial andROIanalysis, goals critically importanttodevelopathoroughplanincludingobjectives, careful preparation. In order for the expansion to be successful, it is Expanding any association globally is a big step that requires As with any organization, the journey toward becoming a any global organization,entity has the As with a clear, plannedstrategy, asexplainsPaul Weintraub, CAE,Vice President of global association. Inthis particular case, beingglobal isthedirect result of community,” it’s easy to seewhytheorganization wouldcall itself atruly preeminent source ofinformation, education andknowledgeassessment for theconstantly evolving information andcommunications technology Given thefact that BICSI’s VisionStatement isto be“theworldwide A Global Focuswith a Strategic Plan Global &Supportat BICSI. Development Words RémiDévé managing oflocalstaff,” saysWeintraub.managing and establishing waytorecruitingand mobiletelephone accounts, allthe handholding done locally to get things required like opening a bank account provided the they followed whenopeningourofficein Dubai.Fromthere, East. “DAC provided support and a clear, easy-to-understand process we insight and "boots on the ground" to BICSI’s expansion in the Middle an indispensable resource inprovidinglocal market andcultural In Dubai in particular, DAC, the Dubai Association Centre, has been reach.” amoreglobalfaceoffices inJapanandAustralia, andlocal hasgivenBICSI building. We Dubaioffice andhaving affiliate opening the havefoundthat communication styles, cultural process ofrelationship nuances, andthe andmoreattuned toglobalconcerns,more “local”tothem such as differing staff are normalbusiness hours. Italso means BICSI duringtheir that them office means someone whocanassist customers cancallandspeak with Dubai MiddleEast,” explains Paul. “Having support fromthe course, the organization isheadquartered. “That includes Africa, Europeand,of a completely different time schedule from Florida, where the to betterserviceitsmembersandstakeholders whooperateon Establishing a satellite office in Dubai has given BICSI the ability take afact-based approachtoglobalexpansion.” and developingobjectivedecision matrices andaweighted pointsystem to 2019 SEPTEMBER

The Dubai Association Centre was formed in 2014 as a joint initiative and installers experienced in Smart Cities and Buildings, Data Centres and of the Dubai Chamber of Commerce and Industry, the Dubai Cloud Computing, 5G Cabling Systems, IoT and such are needed more.” 09 \ Department of Tourism and Commerce Marketing (DTCM) and says Paul Weintraub. “BICSI trains and certifies ICT/ELV professionals Dubai World Trade Centre (DWTC) as a “response to the surge in the using BICSI standards and best practices that are recognized worldwide and demand for association engagement in the UAE and the Middle East.” Now, included in many tender and design documents for a variety of commercial more than 60 associations fall under DAC’s umbrella, which acts as buildings and projects including airports and stadiums.” a platform for dialogue and education for associations interested in And when asked for a piece of advice he would give an association expanding their presence and activities in the Middle East. wanting to ‘internationalize’ itself, Weintraub concludes: “First and foremost, determine exactly why your association wants to expand INCREASED DEMAND globally and what the opportunity cost may be of not doing so. Make sure There’s no doubt that, if executed properly, globalization can bring you gain Board support, and have a global focus included in the Strategic your association many benefits, the first and most obvious being Plan. Remain objective, using decision-making tools including a SWOT getting access to a much larger base of members and partipants for Analysis, a points-based and weighted decision matrix, and a lot of fact- your events. If your services are proven added values, you can enjoy based research. Staff should spend time in the region of expansion and learn increased revenues while at the same time helping an exponentially the local way of doing business. It also greatly helps to have enthusiastic volunteers willing to lend a helping hand in the regions into which you are greater number of people find the answers to the questions or expanding.” challenges your association helps solve, this way improving your reputation.

In BICSI’s case, because information and communications technology This piece is part of the exclusive partnership between Boardroom and the Global (ICT) is everywhere, there is an increased demand for project design Association Hubs Partnership (GAHP), which comes as an innovative response to the increasing decentralisation of international associations, as they look to develop their and that’s where the organization’s added values lie. “There is an activities globally. \ www.associationhubs.org ongoing – and even rising – need for skilled digital infrastructure designers

EDITOR’S PAGES 10 \ BOARDROOM MAGAZINE darwinconvention.com.au SP Australia’s NorthernTerritory. Find yourspaceto thinkin thought, greatthingshappen. and allowsroomforinspired When theworldslows AC E TO Think

#Meet4impact SPACE TO Think Managing Your Legacy Projects for Maximum Impact

In this fourth installment of our #MEET4IMPACT series, Geneviève Leclerc explores the second – out of four – key step needed to achieve a successful impact practice. After defining your initial intention, how do you manage your social impact project?

How do you move from theory to action? 2019

When discussing legacy or impact, one is management strategy. This article will focus responsibility for. We also outlined the immediately faced with the prevailing dis- on the key pre-measurement steps that will crucial efforts in mapping and mobilizing course that there is an immediate need for set the stage for unrolling a robust strategy. a broad range of stakeholders who have SEPTEMBER measurement. But while impact measure- vested interest in what our organization is

Earlier in July, we discussed how formu- 11 \ ment is necessary to communicate the value lating an initial intention of impact with trying to achieve, and provided guidelines generated by one’s actions and justify return clear desired outcomes would enable an on how to build a logic model enabling us on investment from partners investing time organization to articulate S.M.A.R.T. objec- to go from an initial intention of creating and money, it is mostly possible as a result tives, while targeting what can be meas- impact to identifying all the necessary steps of a well-planned and executed impact ured and what your organisation can claim needed to fulfill our objectives.

When the world slows and allows room for inspired thought, great things happen.

Find your space to think in EDITOR’S PAGES Australia’s Northern Territory. A 4-step process is needed to achieve a successful impact practice through darwinconvention.com.au

EDITOR’S PAGES 12 \ BOARDROOM MAGAZINE the organizationandatlevelof thelocal at variousstagesoftheproject, both within the valuearoundeffortsand results with thecommunication andthesharingof In addition, there should be teams tasked organizations deliveringservices tothem. of your project and the local or national get populations benefitting from the impact and initiatives:theyarerepresentingthetar- essential invalidatingvariousassumptions are veryclose to the project and who will be Then thereisagroupofstakeholderswho event. ing andmanagingtheactivities aroundthe external professionals involved in deliver- ciation willalsocount onthein-houseand regional health authorities as well.The asso- the project, andpotentiallythelocal and vention bureauaremostlikelyinvolvedin The representatives from the city’s con- mittee and the institutions they represent. and the leaders of the local organizing com- from theorganization(whoownsevent) the smallteamcomprised ofrepresentatives cise, theorganizationwouldfirstidentify When doingastakeholder mappingexer- groups. this project to a broad range of interested to measure and communicate the results of impact, and ultimately would like to be able address those needs and create lasting and deliveraproject inthat city thatwould particular associationwishes todevelop finally develop better training courses. This in thatfieldachieve sufficient funding,and efforts, sothatlocal organizationsoperating ity inthesubject matter,supportadvocacy where thereisaneedtobuildlocal capac- is holding its annual conference in a country amongst vulnerable demographic groups. It ciation workinginmentalhealthpromotion Let’s look at a fictitious example of an asso- results. will helpusovercome barriersandyield become facilitators, motivated actors that cial to engage all interested stakeholders to to generatemeasurable outcomes, itiscru - When developingaproject andwanting Assign roles andtrain yourstakeholders consensus buildingexercises. nal stakeholders in needs assessment and a realimpactproject andengage their exter- we accompany our participants in planning municate them. In our three-day bootcamp, foundations to manage, measure and com- own impact projects and lay out the right sufficient capacity tostartdevelopingtheir day bootcampsempowerparticipants with generated foreach areaoffocus. Ourtwo- examples of the type of legacies that could be to create legacy projects and will provide an association could consider whenwanting zation. We willproposeareasoffocus that impact opportunities in their own organi- develop the relevant knowledge to identify & legacy frameworkforassociations and gain an overall understanding of an impact In aone-dayworkshop,participants will project. audience, theirrolesandthescope ofthe levels ofcapacity-building dependingonthe projects. Our workshops offer various tional activities oroflonger-termimpact deliver theseaspartofstand-aloneeduca- ers ininteractive learningexperiences. We leadership, immediate team and stakehold- on whatsocial impact isandengageyour “impact bootcamps” to deliver basic training eral formats of stakeholder workshops, or At # goals, andmethodology. they arecomfortable withyourobjectives, ity istoeducate themappropriatelysothat are the most motivated, so your responsibil- involved oraffected areoftentheones that the project should be. The people directly or resources, and what their role during they can provideintermsofengagement their interest is, what they can gain, what they would be involved, identifying what project, and during the management phase, an enabler and a beneficiary of the impact Each groupofstakeholderscanbeboth and reportingoftheimpact. assessment that will allow the measurement viduals involvedin data collection and data could call the“investigators”,i.e.indi- And, lastbutnotleast, there arewhatwe convention bureauandhosting institutions. M eet 4 i m pact , we have developed sev-

The tracking,evaluationandreporting of when ones adopts an impact frame of mind. of peopleattended” willnolongerbesufficient “ traditional performance indicators such as expected outcomes. Reporting success with based on its effectiveness at delivering the a vastmajorityofcurrent initiativesare)but ated basedonthedeliveryofactivity(as Which alsomeansthatsuccess isnotevalu- backwards fromoutcomes toactivities. outcomes, andthechain isbuiltbyworking aligned withexpectations forveryspecific ensure that their projects are strategically ment, project managers are being asked to and desirable. In outcome-driven manage- and layouttheactivitiesthatarefeasible compared totheoutputstheymustproduce management, teams assess resources at hand the differentsteps. Inactivity-based project direction that one adopts when laying out the logic modeltomapproject steps, isthe as mostofushavelearnedit,andusing between traditional project management of faith or gaps in logic. The difference to the desired change, without any leaps planned intervention intends to contribute ble, clear, logical flowtodescribe howthe Phase 1comes handy,asitshowsaplausi- Here, thelogic modelthatyouhave builtin project. value thathasbeengeneratedbytheimpact also servetobuildastory tohighlight the tingency plan if there is a problem. It will tasks, thetimeitwilltakeandcon- stakeholder knows their role, involvement, help secure responsibilities so that each calendar foryourimpact project.Thiswill tation schedule aswellacommunication This meansyoushould buildanimplemen- mission ofyourorganization. and programs, thus aiming to enhance the must complement alreadyexisting activities embedded aspartofongoingplanningand mind that a social impact approach should be generate andmeasureyourimpact,keepin When considering developing a project to perspective anoutcome-focused Plan yourprojectwith we held activity or campaign X and Y number 2019 success becomes entirely focused on the and 4) using the UN Sustainable Develop- change (impact) that was generated, and the ment Goals (SDGs) and its set of indicators activity is a necessary, albeit insufficient, on report on the social progress achieved. step to achieving this. Need help in Assess and manage risk developing

Select indicators SEPTEMBER Risk management in the context of social Once you have identified the chain of events your legacy that the conference will be putting in place, impact generation is paramount consider- 13 \ you can identify the potential impacts of ing the quantity and diversity of the actors project? these activities, as well as all the “high-im- involved as well as the time it takes to collect pact areas”, i.e. the ones that will yield higher data. Assessing and mitigating risks is not a #Meet4Impact is a global impact for lower effort. These areas are the one-time occurrence but should be an ongo- not-for-profit aiming to build a ones that need to be measured. There are ing and iterative process and requires that community passionate about social impact in our sector, many ways that one can demonstrate that one re-evaluates the risks while the pro- impact has occurred, and a successful legacy helping organisations increase ject is underway. When assessing potential project would reveal indicators and results their capacity to generate impact risks, the organization must emit a hypoth- across a spectrum of methods. through their activities, deliver esis of the likeliness that the risk occurs and more value on their mission and We use four major methods to report on the the potential consequences if it does and implement positive change. creation of social value, or impact: 1) Sto- draft a contingency plan for this. rytelling, using qualitative information to Keep looking out for updates relate how changed has happened and how In the case of a first-time impact project, on social media following the #Meet4impact \ it has affected positively those experiencing when initiating practice, we recommend #Associations4impact \ it; 2) through indicators that compile quan- that organizations be particularly diligent titative metrics and compare these results #Cities4Impact keywords; in a) determining needs and expectations check out over time or against others; 3) quantifying on the front end, and b) its allocation of www.meet4impact.global; the economic value of your action through or write to generating an increase in well-being, health, resources and responsibilities regarding data collection and analysis at the other end, community@meet4impact. quality of life or in any other social gain, global to tell your story. done mostly with the help of the Social because this is likely where the biggest risks Return On Investment (SROI) framework; lie.

EDITOR’S PAGES 14 \ BOARDROOM MAGAZINE in Kuala Lumpur, the venue is required to often provide a myriad of in KualaLumpur,the venueis required tooftenprovideamyriadof In destinations where a city bureau may not exist, such being the case are oftenanareawheretheCentreis used asaconnector. interpretation with respect to cultural nuances and local business practice local association andtheprimary influences andlocal players.Inaddition, regional eventsandhaveafairlygoodunderstandingofthestatus ofthe are often dealing with the local associations/hosts on their national or between theinternationalassociations andlocal hosts/chapters. They Venues can playameaningfulandvaluableroleinbridgingthedivide BUILDING ENGAGEMENT also contribute tovariedexpectations. scale. Communicationissues(i.e. cultural andlanguagedifferences) can may lack regular exposure to the organisation of events of this nature and local counterparts. Hostassociations, oftenrunbyenthusiastic volunteers, professionals may have different perspectives and expectations than their Often theglobalassociation organisers, whoareoftenfull-time an appointedPCOorCoreAMCis involved. dynamic that influences this relationship is when an intermediary such as a destinationhost andwhenthecongress execution takes place. Another But there is often along delivery timeframe between when a bid is won by global association will already be aligned in terms of vision and mission. of localassociations can varywildly.Inanidealworldthe local host and a majorinternationalcongress. However,thecapabilities andexperience Local hosts/chapters are often an integral factor in elevating the success of Associations &LocalHosts Can venuesplayavaluable role inbridgingthedividethat sometimes lies between theinternational associations andlocal hosts/chapters? Thisis what wondersAngeline van denBroecke, Director ofGlobal Business Development andMarketing,Development Kuala Lumpur ConventionCentre. Aligning International THE VOICE OF KLCC Case in point: the 29 specific demanddrivers. and success factors across different demographics, geographies and sector successful events and really get to understand the different complexities Venues can assistbysharingkeylearningsandbestpractices fromprevious of engagementandexecution andclient relationship management. maintains acumulative history, andbusinessintelligence after manyyears In thisrespect,theCentreultimatelyprovidessocial value;asapartnerthat up theKualaLumpurBusinessEventsAlliance (KLCCBEA). work as a partner, not a supplier. This is one of the reasons the Centre set destination information and a support interface beyond the norm and to association,” says Dr Luke. “This related to how we could connect to local business localhost scope ofthe when weneededinputandabusiness perspective beyond the and local chapters are aligned. “We relied heavily venue to provide ideas on the By sharing these kind of insights venues can help ensure global associations expectationsmanage andset realistic outcomes foreverybodyinvolved.” is making sure you define very clear roles, What we learnt from our experience tricky. same timecanbequite same pageatthe areon parties the sure allthree is a Malaysianevent. Trying there flavour included in the to integrate and make on-ground andensuring management organising committeetaking care ofthe local chapter, who content;are generallyhandling scientific and the the the steering committee globalperspective; the organisation trying to guidefromtheir international a challenging congress because you have the to manage is quite Biology’s (SCB)Executive Director, DrDebborah Luke,comments: “ICCB (ICCB) 2019, held at the Centre in July. As the Society of Conservation

th International Congress for Conservation Biology International Congress for Conservation Biology chambers, what innovative ways a previous congress of a similar nature used to Of course, knowledge transfer is a two-way street. Insights also have to boost local participation, and to look at a western vs. a local perspective of the role be passed from local chapters to international associations, and venues F&B plays throughout the event. These were just a few examples that helped us to can help facilitate this. As the National Cancer Society of Malaysia’s adjust and adopt flexibility once we were on the ground.” (NCSM) Vice President, Clare Ratnasingham, who was a key member of the national organising committee for the World Cancer Congress 2018, The World Federation of Hemophilia’s (WFH) Director, Congress & shares: “One of the biggest factors that needs to be addressed by international and Meetings, Jeremias Rodriguez, CMP, who is currently in the process of national associations alike is cultural differences. Every country or region moves at organising the WFH World Congress 2020 at the Centre, also shares his their own pace. For example, some countries face additional challenges in terms of Firstly, use technology to collaborate and share documents to help perspective: “ government or bureaucratic regulations and others deal with the tendency of event you communicate in real-time and more effectively. Increasing the number of face- registrations being very last minute, amongst many others. As such, there needs to to-face meetings will also help you tremendously to create stronger bonds between be greater understanding and flexibility towards these differences.” parties. Lastly, greater collaboration between the local convention bureau and the chapter is crucial, so they are aware of all the resources available to them.” A SUSTAINABLE LEGACY In this instance the Centre has really become a marketing and promotions By collecting and sharing these golden nuggets of feedback and experience, partner of the event and a resource to connect the federation to several venues can help educate and guide international associations in developing local entities and to facilitate some of the engagement when it has been their communications and relations with local chapters. difficult to gain access to the decision maker. The Centre’s General Manager, Alan Pryor, concludes: “Like any CULTURAL NUANCES relationship, communication is key and venues are often the central lynchpin between all parties. As such, we have an ability to open up dialogue to ensure There are a variety of unique characteristics and cultural factors to take into everyone is well informed. Relationships are our most important asset and by account when organising events in different regions around the world. utilising this and our experience, built up over many years, we can help facilitate 2019 As Dr Luke adds, “Local chapters may not have the time and resources to fully and foster better bonds between international associations and local chapters, analyse the audience and, as a result, cultural norms can be overlooked. For which will in turn result in more successful events.” example, in Malaysia we noticed that the variety and amount of food on offer was larger than expected, which caused concerns for some international participants. In

Asia, the offering would not be considered out of place, but due to the profile of our SEPTEMBER attendees it was something we could have altered, or better communicated. In these kinds of scenarios, the venue has the opportunity to play a larger role in offering More information on www.klccconventioncentre.com 15 \ advice to ensure nothing is missed.” © KLCC BOASTS NEW EXPANSION SPACE NEW EXPANSION BOASTS © KLCC

THE VOICE OF / KLCC 16 \ BOARDROOM MAGAZINE DUBAI ASSOCIATION CONFERENCE 2019 A Dialogue for Change

During the Dubai Association Conference 2017, participating associations and speakers discussed an important topic for further consideration: how to gain new insights and knowledge on the impact generated by their association’s main activities. Now, two years later, the second edition of the conference, which will be held 9-10 December at the Dubai World Trade

Centre, is looking to address these questions head-on, with a focus on 2019 the larger role that associations play in global society - offering the tools attendees need to drive forward real change that will significantly bolster “the societal impact of associations.”

Words Lane Nieset SEPTEMBER 17 \

In our July issue, we briefly introduced the indirect economic gains). They will learn “Following the inaugural Dubai Association two-day conference and the first of its four how to better communicate the positive Conference, the city has witnessed a marked pillars, which were designed to help par- outcomes of their activities for their com- increase in interest from association repre- ticipants develop a cohesive, systematic munities; deliver a better return on public ,” approach to creating long-lasting impact investments; and become more ingrained sentatives, both regionally and globally explains Issam Kazim, Chief Executive in their industry. in the knowledge clusters and commu- Officer of Dubai Corporation for Tourism According to conference program cura- nities where they could directly serve as tor Geneviève Leclerc, CMP, president drivers of positive change. and Commerce Marketing, in reference of Caravelle Strategies and co-founder to the Centre’s growth of 38 percent last Last December, the Dubai Association and CEO of #Meet4impact, the Dubai year. “The Association Leaders Getaway was Centre hosted its first Association Leaders Association Centre is offering education an effort to harness this interest and create and inspiration through the conference, Getaway, a four-day event that brought a platform for association executives to net- to give participants - association execu- together 25 participants from local, tives from around the world, government regional and international associations, in work, share knowledge and best practice, in representatives, industry leaders, as well as addition to Dubai Government represent- an engaging setting, beyond the confines of university faculties and students - a better atives, university students and academics. meeting rooms. The Getaway was an invalu- understanding of the true value gener- The goal: curate themes and topics for the able experience for all attendees, while being ated by associations (beyond direct and upcoming Dubai Association Conference. a crucial step forward in our city’s evolution.”

EDITOR’S PAGES / DA2019 18 \ BOARDROOM MAGAZINE Well-being, BusinessandOpportunities, one of four areas of impact: Community oration. Each sessionwillexplore at least and Foresighting; andTheArt of Collab- Programme; Organizational Resilience Impact Management andMeasurement Legacy —Key Concepts; Designing an built around four pillars: Impact and Association Conference 2019willbe Over the course of two days, Dubai OF SUCCESSPILLARS

in theUAE andMiddle East.” surge indemandfor association engagement World Trade Centre asaresponse “tothe and Commerce Marketing, andthe Dubai Industry, Dubai’s Department of Tourism the Dubai Chamber of Commerce and Centre was founded asajoint initiative of The five-year-old DubaiAssociation Centre Association Behind Dubai The Story industries of thefuture,” says Jakobsen. knowledge economy that is focusing onthe across multiple professions, andtap into a their membership within avibrant region in Dubaitodeveloptheirnetworks, expand recognise thestrong opportunities theyhave other segments within thesector, associations infrastructure that benefits them, as well as the the world. “ Beyond thewiderbusiness events conduct business inthe UAE—as well as navigate the opportunities available and setting up shop inthe region, helping them Centre assistsassociations interested in growing economies, the Dubai Association Acting asagateway tothe world’s fastest- Vice President, Dubai BusinessEvents. region,” explains Steen Jakobsen, Assistant not just here andintheUAE, but thewider giving themaplatform toextendtheirreach a sustainable, long-term presence inthecity, dynamic environment inwhichtheycanbuild host city for conferences, but also providing a understand that Dubaiis not only anideal Dubai Association Conference, associations the DubaiAssociation Centre andthe “Crucially, through theestablishment of

and metrics tomeasuring social impact, to “ ing world. role of technology aspivotal inachang- lead by example indemonstrating the living proof of how asmartplatform can serve. The city of Dubai will even act as their members andthe community they that aim to create more social value for how they’re actively engaged instrategies organization willbegiven avoice toshare impact projects, representatives of each successful framework. Bylooking at these ciations are currently creating their own studies willshed light onhow some asso- relationships that generate change. Case that demonstrate the cause-to-effect as reference points of clear framework that there aren’t anybenchmarks to serve impact assessment.Thecurrent issue is creating an impactful methodology for association sectorhasfaced interms of The pillar willcombat the challenge the community?” for theorganization; andfor thebroader programs andactivities for individuals; be created byassociations through their answering the question, “How canimpact on impact evaluation andindicators, gramme, sessionswillfocusspecifically Management and Measurement Pro- Through that canaddvaluetooursociety.” ing theflow of innovative and creative ideas ity globally, andtheyare crucialfor generat- utors of economicgrowth andbusiness activ- “ Chamber of Commerce andIndustry. ident of International Relations, Dubai explained Hassan AlHashemi, Vice Pres- ,” ble, evengoing beyond localgeographies involve as many stakeholders as possi- key takeaways. “These collaborations should in building communities was one of the in 2017, the importance of collaboration lowing the Dubai Association Conference In the post-conference proceedings fol- and Innovation. Knowledge and Research, or Creativity From discussing howto defineindicators Associations are among thebiggest contrib- Pillar 2,Designing anImpact eration andDevelopment, “Resilience is a to the Organization forEconomic Co-op- Foresighting -comes intoplay. According Pillar 3-Organizational Resilience and tackling their weaknesses. Thisis where strategies, building ontheir strengths and need tohave clarity ontheir long-term in arapidly changingenvironment, they tions than ever, and, in order to succeed Associations are facing stronger disrup- FUTURE FORESIGHT large-scale impact.” cohesive andsystematic approach tocreating of howtheassociation sector candevelopa ous angles, but willleadtotheunderstanding sessions, whichcan beapproached from vari- ness cases willbepresented overthedifferent ipants,” Leclerc explains. " A numberof busi- action andprovide actionabletools topartic- in this track serve toconvert theoryinto methodology for greater impact, thesessions exploring how wecanuse design thinking THE 2017DUBAI ASSOCIATION CONFERENCE ASSOCIATIONS SHARING THEIRVIEWS AT EUROPEAN ANDINTERNATIONAL Why Dubai Three questions for Steen Jakobsen, Assistant Vice President of Dubai Business Events

What makes Dubai a great place to meet and conduct business events? There are a number of factors that contribute to Dubai’s popularity as a business events destination, and one of the key reasons is the easy and quick accessibility from around the world through the city’s international airports—located within four hours of a third of the world’s population, and eight hours of two thirds. For associations looking to bring together groups from around the world, as the hub between East and West, Dubai is the ideal destination.

Why do events like Dubai Association Conference thrive in Dubai? In Dubai, there are opportunities to host events of all types and sizes, and whatever associations’ needs are, they can be met, from small meetings that require intimate board rooms in a hotel to large scale gatherings that call for venues big enough to cater to them, as 2019 well as the room inventory to accommodate them. There is also a wide range of activities as well as socialising and networking options, from ballrooms and rooftop venues in the heart of the city, to desert camps replete with authentic Arabian food and entertainment under the stars. to identify what the phrase “indicators of SEPTEMBER broad concept, centred on the ability not only Why do associations continue to return impact” means at various levels, and design to the city? to resist and recover from adverse shocks, but 19 \ also to ‘bounce back’ stronger than before and a program that aligns with their associa- Many associations have experienced the tion’s purpose and changing needs of their benefits of bringing their events to Dubai, often to learn from the experience. For organiza- seeing them outperform expectations in terms members. By working in cross-functional of attendance and other key metrics, and tions, this entails understanding the sources this has resulted in a number of high-profile of risks and opportunities, and learning to teams, attendees will have the chance to events returning to Dubai within a relatively solve real-life problems through collabo- short space of time. Often these events are cope with uncertainty. It also involves equip- also taking place in the Middle East for the first ping people with the competences and sup- ration and innovation. time, exposing the associations to a fresh new audience and allowing them to leverage the port necessary to take best advantage of the Hazel Jackson, CEO of Dubai-based Biz opportunity to grow their membership. changing circumstances in which they find Group, will serve as moderator for a ple- themselves.” nary session called “Survival of the Fittest,” In this regard, "boards need to allot dedi- helping associations prepare for change to create greater impact in their work and cated time to scanning the horizon and con- by learning how to recognizing threats service delivery. As Leclerc puts it: “Our templating how existing or emerging trends and the signals of change and plan for aim is to demonstrate that organizational could impact the profession or industry and both the expected and unexpected. By resilience and planning for change is a core the organization," says plenary speaker analysing the concept of “Foresighting,” strategy for achieving impact and a powerful Gregg Talley. "This 'foresight' is critical to participants will learn adaptability while response to the pressure that associations are .” understanding and planning and is integral understanding how to implement local facing on their quest for relevancy to their role as volunteer leaders. We will strategies that are scalable globally and explore what this looks like and the value it initiate sector-wide responses to external " For further information regarding registration, brings to associations. disruptors. This pillar will also hone in on please contact Mr. Junjie Si via Junjiesi@Dubaiasso- ciationcentre.com or visit www.dubaiassociation- Throughout interactive sessions, partici- how - and why - organizations should use conference.com pants will be broken up into smaller teams technology like blockchain and big data

EDITOR’S PAGES / DA2019 20 \ BOARDROOM MAGAZINE efficiently their audience online. to-day activities and engaging digital dimension intheir day- the importance of integrating the Associations have recognized FEATURE Associations have recognized the importance of integrating the 2019

digital dimension in their day- SEPTEMBER to-day activities and engaging 21 \ efficiently their audience online.

FEATURE 22 \ BOARDROOM MAGAZINE Feature explores. peers doing? This iswhat thisBoardroom Special you don’t Andwhat are havebigmoney? your really What are necessary? thetools outthere if value to theirmembers? Isgoing ‘all digital’ mindset to remain competitive and bringadded do associations need to embrace adigital traditional value proposition. Butinwhat ways of thedigital worldhaschallenged their engage withtheirstakeholders. Theevolution dobusinessandthewayin theway they they associations are experiencinga transformation theeconomic landscape continuesAs to change, of Associations The Digitalization FEATURE FEATURE

Embracing a Digital Mindset The Example of the EORTC

Head of Communication for EORTC, the European Organisation for Research and Treatment of Cancer, Davi Kaur develops the internal and external communication strategy for the association. She also currently serves on the PCMA (Professional Conference Management Association) advisory board.

For Boardroom, she looks at how EORTC has transformed itself digitally and 2019 shares her insights for other associations to do so.

Interview Rémi Dévé SEPTEMBER 23 \

In what ways do you think associations need to embrace a will need to be implemented on a medium term. But is going digital mindset to remain competitive and bring added value ‘all digital’ worth and necessary? to their members? Your digital strategy should assess which areas need to be digital as it will In an era of digitalization, where children are growing up in an require a financial investment to implement the strategy. environment where schools are embracing the “online” culture, it is You may decide that you want to have a better connection with your essential that associations become digitally savvy. We live in an instant members, have a better understanding of who your members are; information world, where everything is at our fingertips: I need to know therefore, you may want to implement a CRM (customer relationship something I google it, I want to find out what my friends are doing, I management) system; You may decide that you want to have an online check out Facebook, Instagram. I want to know what is going on the conference management system taking care of your registration, world I go to Twitter, Reddit etc. I read my newspaper on my iPad, I programme, abstract management and exhibition and sponsors; You watch educational movies on YouTube and listen to podcasts. may decide that you want to focus on communicating better with your members and the outside world, so you may want to invest in better Connecting members, providing information whether it is news or electronic communication platforms, invest in social media, change your educationally, promoting the activities of the association ensures that website (optimising for search engines) etc. the association stays at the forefront of its field, and all of this can be All of this needs to be underpinned by a digital infrastructure, such done digitally. as having the appropriate software and hardware (i.e. servers, office Assessing the digital readiness of an organization is often the based or cloud based); and crucially, having the right people on board first step to kick-start a digital transformation strategy that to manage and coordinate the digital platforms. Instead of going all out

FEATURE 24 \ BOARDROOM MAGAZINE members. long-term engagement ofassociation digitalization, ultimately, the serves of convention centres, says the international association Holdings &President ofAIPC, Aloysius Arlando,CEOofSingEx Engagement’ Personalizes ‘Digitalization The View of the Venue that willenhance membership retention. tools willhelp toimplement bestpractices membership, andthat’s where digitalization by associations istomanage the churn in procedures. Oneof the challenges faced processes, alongside the proper accounting database andmembership subscription has to be in place to effectively manage On abasic level, asuitable CRMsystem and beingrelevant totheir needs. address the issue of remaining competitive ful touchpoints with them. Thisis where we bers by improving andincreasing meaning- allow anassociation toadd value tomem- is toimplement digital initiatives that will it isable toservice members.The second the way it isrunandthe mannerinwhich that willallow the association toimprove approach. Oneistoaddress functionalities associations should have a two-pronged “Embracing digital transformation for ON EMBRACING ADIGITAL MINDSET mobile apps andsocial mediaplatforms, access tousefulcontent andmaterials via a suite of solutions that willgive them With digitalization, we are able toactivate and relevant. that they are able toremain competitive ing their development inthe industry so have a role to play in enabling and enhanc this community of members. Associations can be community enablers that nurture have tokeep up andthinkabout how they Their needshave evolved andassociations personalize engagements with members. Digitalization, then, becomes atool to their experiences. remember usfor having added value to touchpoints with them sothat they will and event attendees andtoincrease our way that we want toengage our clients be able toengage membersinthe same to connect,learn, network. Thegoalisto holistic engagement platform formembers Ultimately, this needs to transformed into a - FEATURE

digital assess your organization needs and requirements and decide on digitalized research tools enable us to assure the quality, solidity and your short term and long-term goals. integrity of the data. EORTC has a large scientific output; we produce over 75 scientific papers per year, of which some are practice changing. Also, do not forget data analytics, you need to assess whether your We need to be able to communicate this information to our members as strategy has worked by measuring the KPIs (Key Performance Indicators), this can be through google analytics to measure traffic on to well as other oncologists and health care professionals so that they can be the website, or social media management software such as Hootsuite. If informed on the best treatment and care for cancer patients. We need to you are not seeing a lot of traffic on your website or views through social communicate our activities to our ongoing and potential funders. media, you will have to understand why and adjust your digital strategy. Our strategy is to be able to reach different audiences through digital What are the tools out there? What is EORTC, as an platforms. Our tactics consists of communication and marketing association, doing exactly? through our website, social media (Twitter, LinkedIn and Facebook) There are tools out there that do not cost so much. For instance, for and electronic newsletters to our members, partners and supporters. electronic communication, we use Mailchimp, which is not so expensive, We produce small inexpensive videos of interviews of our staff, board quite easy to use, and you can design the templates to fit the branding of members and members of EORTC to promote our activities. your organisation. We also use Hootsuite to manage our social media, We currently implementing a CRM platform so that we can manage we can measure which platforms are doing well. There is a good website our contacts better especially in the era of data protection. In the that allows you to compare different digital platforms, capterra.com; it future, we look to maximize our internal communication through has a special section for non-for profits, which means you can find some developing a proper intranet for our 220 staff members and enhancing cost-effective digital solutions. our membership experience through an extranet. We have a great IT For EORTC, as a clinical research organization, our digital strategy is department who work with us in the communications, to help us to based on conducting and disseminating results of our research. Our source and develop digital tools. 2019

for instance. Depending on the functions for their members. Business events are that leverage on technology to strengthen being developed on these platforms, changing. Be it a conference, a forum, a engagement and foster co-innovation. SEPTEMBER members can benefit from content such workshop or a meeting, face-to-face events An example of how creative experiential as videos, podcasts, live streaming updates are becoming an interplay between the value can be enhanced by technology: the 25 \ at events, and be connected to their com- physical and the digital realms. successful ‘festivalisation’ of Singapore Fin- munity in addition to face to face activities. tech Festival, the world’s largest gathering These are features that will appeal to tech- Digitalization complements the nature of for the Fintech community. What is festi- savvy members and those who are looking face -to-face events. The traditional can and valisation all about? It is about injecting the for new ways of engagement beyond the does co-exist with the virtual reality of dig- appropriate buzz and energy via tools and ital engagement. They complement each traditional options.” formats into an event in such a way that it other by continuing and extending cus- enhances the experience and engagement ON GOING ALL DIGITAL tomer touchpoints from offline to online, of exhibitors, conference delegates and vis- making it a seamless experience. And not “To attain the desired level of digital read- itors via their five senses. From unique con- just that, the digital element also extends iness, a digital transformation strategy is tent platforms and activities on the show necessary to kick-start the process of trans- the time frame of engagement; it can even floor to all-day dining to facilitate sponta- formation and the direction it will take. But be a year-round engagement. neous networking and events beyond the show floor, technology was a key element the concern is not about “going all digital” In order for an association to organize a that weaved these experiences together or otherwise. It is necessary, but it does not successful event, it must be one that is strat- to create digital engagement that matters: mean excluding non-digital strategies.. egised to offer maximum return on engage- personlization.” Just as associations need to harness digital ment and experience. Digital transforma- transformation to empower their mem- tion – in the context of business events bers, so too must it translate into experien- – must enable a user-centric experience MEDIA PARTNER tial and engaging events that are organized design and the building of communities

FEATURE 26 \ BOARDROOM MAGAZINE 1 Moreon:http://www.euvisions.eu/mep-on-twitter-european-elections-parliament-2019/ coalitions building. coalitions building. intelligence, keeping up-to-date with industry news, networking and can enhance advocacy capacity through legislation monitoring, economic Parliament (MEPs),thereare666active Twitterprofiles and advocacy. Forinstance, outof750MemberstheEuropean Social mediaarenowadaysindispensable forengagingincommunication COMMUNICATION &ADVOCACY VIASOCIALMEDIA could benefitfromdigitaltools. Herearesome examples. To fulfilthose roles, anassociation implementsseveral activities which 3) Management–including theadministrationof association and the 2) Communication –with theaimtospreadkeymessages toatargeted 1) Advocacy –withthe aimtoinfluence decisions-makers; Most oftheassociations havethreekeyroles: DIGITALIZATION AS ANENABLER implementation. consider integrating innovative digital tools to their strategy and its keep bringing added value to their membership, associations can To remain competitive in an environment full of information and their audience online. digital dimension in their day-to-day activities and engaging efficiently majority of such associations recognize the importance of integrating the transforming the activities ofEuropean industryassociations. The As there is almost no sector which is spared, digitalization is also EuVisions,MEPsonTwitter acquisition ofnewmembers. audience and European Industry Associations

another. Consecutivewaves ofinnovation havecreated technological anew reality through whichwecommunicate, advertise,vote, positionourselves Digital technologies change theworldandway weinteract withone & OnlineEngagement and even buildlong-termand even relationships. 1 ! Social media ! Social media Words AttilioCaligiani

advocacy campaign totheiraudience. data whose collection and analysis could help associations tailoring their the reach of its messages. Social media is also an invaluable source of big develop paidcampaigns asitcan increase thevisibility oftheaccount and Furthermore, the association should not disqualify the possibility to analysis oftheprogress oftheaccount. an editorialcalendar, consider “live”postingandanticipate aregular channels to use, elaborate on key messages, identify its audience, prepare strategy. In it,theassociation should, amongotherthings,select the right random messages, an association should carefully elaborate a social media Of course, beforerushing intoachaotic creation ofaccounts andposting YourMembership) provide a single place for the acquisition, renewal, well asthe informationexchange anddocuments sharing. Others (e.g. Basecamp) can facilitate the communication within an association, as more successfully orintargetedways. Also,onlineplatforms(e.g. Digital toolscan enableassociations toengagewith their members MEMBERS &COMMUNITY interactivity andengagetheengagementin discussion. During the event, digital polling could be implemented to trigger more media poststhat willspreadtheeventtowards anidentified audience. Moreover, associations could envisagethepossibilitytopromote social Eventbrite) can beconsidered. other websites specifically dedicated tothe advertisementofevents (e.g. on the association’s website before the event actually takes place, yet of their events and theiroutcomes. Information should be published Associations can make use of digital tools to increase the dissemination ORGANIZATION OF EVENTS FEATURE

management, and communication with members allowing to save staff substantial fines. For this reason, associations wishing to embrace the time and resources. digital path need to make sure that all personal data processed by them 2019 is respected. In fact, digitalization can easily bring people and groups together paving the way towards better community management of associations. This In a similar vein, the use of digital technologies opens the risk of is especially useful for associations whose goal is to advance the interest cyberattacks whose consequences could be devastating as they can of a particular profession towards decision-makers. Thanks to online disrupt the workflow, lead to a loss of critical data and harm the image of SEPTEMBER tools (e.g. SurveyMonkey, SurveyHero), a professional association can the association and its members. Therefore, the association should take conduct a survey among the professionals it represents to obtain their the appropriate steps to protect the data it collects and processes and the feedback and suggestions on how to proceed on a particular matter. Social integrity of its computing assets. 27 \ media analytics (e.g. Sprout Social, Keyhole) are helpful to understand The last one concerns the investments digitalization may imply. While what animates the professional audience and enable the association to some digital tools are free, the use of others could bear considerable proactively address the issue. costs. Before kickstarting a digital transformation, the association should Lastly, digital platforms easily provide a forum for professionals to carefully assess its objectives and available resources in order to avoid mutually raise their awareness on a given matter affecting the sector, unnecessary spending which would not bring results. establish and maintain professional and social contacts. In the digital age, in conclusion, EU industry associations are challenged: new trends and new technologies require associations to adapt their NOT WITHOUT HURDLES operations while envisaging new ways of engaging effectively their However, digitalization does not go without hurdles, and there are a few audiences. While digital novelty brings uncertainty, it bears constant that can be identified. evolving opportunities and tools that associations can grasp to effectively engage their audiences. Amid disruptive technological changes, EU The first one relates to the mindset of some organizations. Some EU associations should ask how to properly tap into the potential the digital associations lag behind in the process of digitalization due to the lack of revolution offers. understanding of how digital tools can be beneficial. Currently, 25% of the EU associations have yet to adopt online tools. By having an open- minded attitude about the benefits that digital technologies can bring, This article was written by Attilio Caligiani, ESAE Board Member and Director General of the World Iodine Association (WIA), an industry association representing an association can open a new world of opportunities for its members. the interests of iodine producers, processors, formulators, distributors and end users around the world. In this capacity, he oversees the organization’s advocacy towards international institutions and key stakeholders. Boardroom has an exclusive partner- Data protection and privacy can also be an issue. The use of online tools ship with the European Society of Association Executives. For more information on ESAE, visit www.associationexecutives.eu might involve the handling of personal data. National and European legislation (e.g. General Data Protection Regulation, or GDPR) seek to protect the personal data of citizens and any infringement could entail

FEATURE 28 \ BOARDROOM MAGAZINE FEATURE

A Brief Guide to Association Digitalization

Digitilzation is already underway, so embracing it is not a matter of if, but instead of when and how. In this article, Frank M. Waechter takes a look at the most effective strategies and solutions that associations can use to achieve this. 2019 SEPTEMBER According to the World Economic Forum, rates seem to be rather low - under 30% resources – it all starts with the right mind- digitalization is one of the key disrup- according to the McKinsey survey3. set and with the disposition to make 29 \ tors of the 21st-century1. This process has small-scale changes that have a significant On the other hand, those who are suc- caused profound changes in the way we impact. cessful take an incremental approach to interact and go about our lives, and has digitalization. Digital organizations don’t Free content analytics tools are an excel- also transformed the nature of work and become so overnight, they work and lent place to start. These tools enable data- organizations. Ernst & Young suggests that rework their strategy until they are able to driven decision making, which forms the 2 the digital transformation is here to stay , create new and stronger forms of engage- basis for digital strategy. With this antic- and so it’s essential for associations to ment with their members. Therefore, it is ipatory intelligence, you can discover jump on board, embrace the digital mind- wise to make gradual changes strategi- which content drives interaction best and set, and bring added value to their mem- cally, using carefully chosen digital tools which digital technologies your members bers – especially to new generations who to enhance existing and more traditional are already using. The information can be are digital natives. operational models. used to predict what your members need and to formulate digital marketing cam- SHOULD YOUR ASSOCIATION GO “ALL LOW-COST, HIGH IMPACT SOLUTIONS paigns using the format and channels your DIGITAL”? members prefer. Mindset is as important as tools when The first step to kick-start a digital transfor- it comes to the digitalization of associ- For example, setting up an online com- mation strategy is deciding what to imple- ations. The process starts with building munity on a social media platform allows ment, how to do it, and in which time digital skills into the association’s culture4, members to share and network 24/7 using frame. Although it might be tempting to bringing key stakeholders on board, and tools with which they are already familiar. go “all-in” on digital, this isn’t always practi- breaking down silos before going all out. Some organizations, such as the Associ- cal or necessary. Implementation success You can achieve this with limited financial ation for Clinical Research Professionals,

1 reports.weforum.org/digital-transformation/ 3 https://www.mckinsey.com/business-functions/organization/ 5 https://community.acrpnet.org/ understanding-the-impact-of-digitalization-on-society/ our-insights/unlocking-success-in-digital-transformations home#_ga=2.32365755.40168502.1565203227-613253853.1565203227 2 www.ey.com/Publication/vwLUAssets/The_digitisation_of_everything_-_ 4 https://www.delcor.com/resources/blog/ 6 https://www.tuc.org.uk/national/training How_organisations_must_adapt_to_changing_consumer_behaviour/$file/ how-associations-are-embracing-digital-transformation EY_Digitisation_of_everything.pdf FEATURE 30 \ BOARDROOM MAGAZINE time, they are asound investment. mously andbecome more accurate over tion. Andsince they canlearn autono- versational approach to member interac on social media platforms and drive a con- to becostly. Chatbots canbe quickly built potential forsuccess, andthey don’tneed or artificial intelligence have enormous Digital tools such asmachine learning and goals,offer them tailored content. segment membersbasedontheir interests marketing automation, it ispossible to and how canthey bedigitalized. With services your association already offers right time. Also, consider the products or right personwith the right message at the geted communications that reach the and, at the sametime,deliver highly tar- ware packages cansave onlabour costs automation. not free, While these soft- Another cost-effective tool ismarketing their website. elections-parliament-2019/ association-event-appmep-on-twitter-european- forms have created their onlinecommunity plat- 7 intelligence but alsoengagement, interaction and networking andpersonalized content that not only deliver smooth registration, events usingyear-round, multi-event apps are building membership value intotheir College and University Business Officers izations like the National Association of more portable and user-friendly. Organ- printed conference guides, making them of opportunity. Event apps are replacing Conferences andevents are other areas OTHER OPPORTUNITIES training in awebinar format Congress) offer their membersonline https://www.eventmanagerblog.com/ 5 , whereas others (like Trades Union 7 .

6 , allthrough - strengthen the reach of events: BILD Another example of how digitalization can lead transformation successfully. too late to become digitally aware and as atrusted leader inyour field. Itisnever ation astrategic advantage andestablish it Start taking steps now to give your associ- future-focused and member-oriented. help your association remain competitive, approach todigital transformation can outweigh the challenges. Taking agradual plex andmulti-faceted, but its benefits The digitalization of associations iscom- goals foraparticular event. their features target the mostimportant basic packages andsolutions, makingsure association leaders may want toexplore affordable options too.Inthe beginning, ment systems canbe pricey, but there are risks of human error. Content manage- ing greatly time-related inefficiencies and applications onaself-serve basis,reduc allowed memberstosubmit andmanage ment. Forthe annualevent, thismove agement (DxM)andcontent manage- the gap between digital experience man- (content services platform), which bridges event. Todoso,they implemented aCSP ation, went paperless forits annualawards Toronto-based landmanagement associ- 7 https://advantagecsp.com/stories/bild [email protected] events from40countries. and nationalcongresses,conventionsspecial meeting plannersandmanagersofinternational of over9,100professionalcongressorganizers, IAPCO representstoday135companiescomprised and CEOoffmwaechter.com|DigitalMarketing. Organisers, authorFrankM.Waechter,founder national AssociationofProfessionalCongress This articlewasprovidedbyIAPCO,theInter \www.iapco.org - 8 , a - WHEREECONOMICSCULTUREANDACADEMICSUNITE The Pros & Cons of Digital Advocacy

Margaux Rundstadler, Association Manager at Kellen, argues that, if going digital has become a prerequisite for associations, it also means it should be carefully planned and reviewed. 32 \ BOARDROOM MAGAZINE BOARDROOM \ 32

Embracing a digital mindset has become an essential and a daily THE PROS OF DIGITAL TOOLS feature of how associations communicate, persuade and inform, i.e. One of the main benefits of digital tools is allowing the ‘360 degrees advocate. A successful (digital) advocacy is when the message you approach’, thanks to the various channels. These can be paid channels try to get across is well received, understood and acted upon by your intended audience. Going digital is key in order to remain competitive (e.g. social media advertising), earned (e.g. press coverage), shared towards other associations and stakeholders. However, is going all (social media) and owned media (website). Integrating the four digital the best strategy? How to be sure it brings added value? What media types can drive messages in a very consistent manner and help are the pros and cons of digital advocacy? establish a certain authority. The various channels also allow tailored FEATURE

communication through a very granular and detailed audience reluctant ones, it is important to consider to what extent the members segmentation. of an association are open to digital tools. Some audiences remain sensitive to more off-line communication styles. It is therefore Then, comes the significant roles played by measurement and reporting important to combine on and off-line tools, in order to have a real tools. Thanks to free tools such as Google and Twitter Analytics, it is added value for members. now possible to measure whether an online communication strategy has had the intended outcome. Today, one can study whether the The fact that digital tools allow the information to be spread quickly targeted audience has been reached, how many times an infographic among the members of your target audience constitutes a real added or a white paper has been downloaded, how often a linked has value. To always remain competitive, it is also key to monitor the been clicked on... It gives clear outcomes as well as concrete figures competition as well as those organizations that you work with. when reporting to the association’s staff and board members, while Keeping informed of the market is part of the digital mindset and increasing credibility and respect for the communication function. necessary for improvements. Another real pro of digital advocacy is the ‘democratic’ aspect of it. A BEST PRACTICE EXAMPLE Prices are often cost-friendly, tools can even be free, which is the case for newsletters, surveys, online invitation, etc. They do not require This past year, in view of the EU elections, one of Kellen’s largest significant investment and are often flexible and easy to adjust, associations launched an advocacy campaign to reach out to policy therefore accessible by anyone. makers. In February, a manifesto was released, aiming at conveying the ‘wish list’ of the industry towards newly elected or re-elected Overall, digital tools can constitute a real differentiator towards Members of the European Parliament. To maximize its impact, a certain competitors on the market and they are an added benefit for high-level event was organised in Brussels, for which relevant digital

the association through the rapid spread of information they allow. 2019 tools were used: e-blast of invitations, promotion of the event via Yet, this opens up to a potential con of digital communication, namely social media channels, information on the website of the association, ‘digital fatigue’. live tweets during the event, to name a few.

THE DOWNSIDES Following the event, a press release was issued, the manifesto went online and links were shared via promoted tweets. The association SEPTEMBER One of the main issues of digital communication is the increasing measured the number of times the manifesto was downloaded via ‘digital fatigue’, which is due to the rise in social media channels to Google Analytics as well as the number of people reached by promoted 33 \ follow. It therefore also makes it more difficult to stand out from posts via Twitter Analytics. Here, the ‘360 degrees’ approach was others and fight for the attention of a target audience, especially as achieved, because on- and off-line tools were used as the result of a associations often target the same audiences, be they policy makers, pre-defined strategy with set goals. prospect members or stakeholders. Communication styles tend to be more and more aggressive, increasing the difficulty for users to The question is therefore not whether going digital is necessary differentiate between false and true information. to remain competitive; it has become a prerequisite. Digital tools have clear benefits especially in terms of reporting, evaluating and However, the main challenge, or mistake, when it comes to digital measuring KPIs, which are easier to do with online rather than off- communication in particular, is the lack of a concrete strategy. As line tools. It increases the efficiency of a communication strategy as digital tools are often accessible by anyone, they can be perceived well as the ability to remain ‘in the game’. With digital tools, it is easier as being easy to use and one could be tempted to manage as many to evaluate whether the expected outcome has been reached, whereas channels as possible. This misconception can result in an excessive in the past it was more difficult. It is equally clear that an all-digital use of the different channels, without a defined strategy — online, as strategy without careful review and revision might be insufficient off-line channels, do require a strategy. because of the risk of ‘digital fatigue’. It is therefore crucial to find the In addition, a solid governance and an operational planning are crucial. right balance between on and off-line advocacy tools. The more channels you use, the more difficult it is to update them all. For social media especially, there is a need for constant content feed. Hence, the strategy is key to a successful advocacy or member growth.

HOW TO REMAIN COMPETITIVE? Margaux Rundstadler is Association Manager at Kellen, a global association management and communications company born to help build stronger not-for-profit Digital mindset and digital readiness go hand in hand. However, organizations, so they can make the greatest impact (kellencompany.com) as there exists two types of generations, the digital-savvy and the

FEATURE DESTINATIONS

As an association planner, you generate a lot of value. The question, then, is: What social 34 \ BOARDROOM MAGAZINE BOARDROOM \ 34 needs are there and how can you contribute to meeting them? As an association planner, you generate a lot of value. The 2019

question, then, is: What social SEPTEMBER needs are there and how can you 35 \ contribute to meeting them?

DESTINATIONS

There’s something about France (Part IV) Designing a French

AI Ecosystem

France has long been a pioneer in many fields of endeavour, as the next pages of this special French feature will show. There is one sector in particular where the country wants to lead the way: Artificial Intelligence. President Macron wants to turn France into a major player of the AI industry - the French government will spend €1.5 billion to reach this objective in the upcoming years, together with some private investors. FEATURE RÉMI DÉVÉ

Artificial intelligence often sounds like a promise for the future, but we In this context, it’s quite understandable France would host some must not fool ourselves: if you don’t innovate right here, right now high-profile AI-related conferences. France is AI, a not-for-profit you will just be left out, simply following your competitors on the group with the mission to support and promote the AI ecosystem at 2019 way. It’s all a matter of seizing the right opportunities offered by AI, national and global levels, has been organizing yearly events since its while designing a framework to regulate it, as France understood it, launch in 2016. The second edition of AI Net, which positions itself maybe like no other country. as a leader event in AI and Machine Learning applied to the telecom area, also took place in Paris in April. Meanwhile, Transform.AI regu- In a speech on "artificial intelligence at the service of Humans" larly attracts over 130 senior level executives in the French capital to delivered at the Collège de France early last year, French President SEPTEMBER share insight on how AI is evolving across businesses and enterprises. Emmanuel Macron presented a strategy designed to turn France into a major player of the artificial intelligence sector, emphasizing that Another – among many – examples is the Artificial Intelligence Plat- \ 37 the country has "the assets to succeed in artificial intelligence because [it form (PFIA), which just gathered researchers, companies and students already has] talents, as well as excellence in training, in computer science in Toulouse. The city stands proud in one of the pilot regions of the and in mathematics". ‘France pour l’Intelligence Artificielle’ initiative aimed at helping to define the major factors in the creation of favorable legislation and French researchers, indeed, have carved out strong international rep- regulations in the field. Areas for strategic application in Toulouse utations for their contributions to the fields of AI and machine learn- include robotics and drones, voice recognition and robots, Big Data ing. As AI development has recently accelerated, France has proven and Machine Learning, intelligent and connected cities, intelligent itself an important source of talent for companies around the world: mobility and transport systems and health and personalised med- over the last couple of years, the country has been promoting itself icine. The city now boasts over 150 companies, 7 laboratories, 9 as an AI hub as it seeks to gain greater recognition, nurture its own AI cutting edge technology platforms and more than 1,500 industrial startups, and attract investment from large tech firms. employees all created to support this growing sector. On the corporate front, there are definitely some good news. Sam- As President Macron concluded in his speech: “ sung opened a Paris AI centre with 100 researchers, and Fujitsu said it Artificial intelligence is would expand on its previously announced plan to invest $61 million a technological, economic, social and obviously ethical revolution. This revolution won’t happen in 50 or 60 years, it’s happening right now. There are in an AI institute over five years. Meanwhile, London-based Deep- .” Mind, a world leader in artificial intelligence research and its applica- new opportunities and we can choose to follow some innovations or not tion for positive impact, inaugurated, in September, a Paris lab with 15 researchers, with intentions to expand well beyond that. In fact, Paris is already home to some of the world’s most influential AI research institutions, including public research centres like INRIA, the French More information institute for digital sciences, as well as CNRS, the Grandes Écoles, and www.meeting.france.fr \ [email protected] an outstanding network of universities.

DESTINATIONS / FRANCE The Green Goals of Nancy © RÉGINE DATIN © RÉGINE

THE MEURTHE RIVER RUNS THROUGH NANCY

France has long been a pioneer protecting panels, bees and honey, a trained staff with its people—as well as the environment—at the planet with environmentally friendly an environmentally responsible attitude the forefront. In fact, the city developed a practices. Nancy in particular is stepping throughout the entire event process, and an whole green ecosystem, or “EcoQuartier,” up on the sustainable scene and emerging overall policy of sustainable development in 2009 with help from the French Ministry as a premier locale for green meetings. are just a few of the green credentials to of Ecology, Sustainable Development, The French capital of Art Nouveau — and brag about. But take a look at the Nancy Transport and Accommodation. In this capital of the Duchy of Lorraine — has made Exhibition Centre, with a capacity of 4,900, pedestrian-friendly zone developed around sustainable development one of its core and you’ll be just as impressed. the train station, the quality of life has been missions, with the city convention bureau, significantly improved for residents and The trend toward green initiatives DESTINATION NANCY, working hard to visitors like conference attendees. has tricked through the city, with 38 \ BOARDROOM MAGAZINE BOARDROOM \ 38 obtain the ISO 20121 certification, which was DESTINATION NANCY working hard Next step on the horizon: Nancy aims to renewed this year. to combat food waste, earning a Special become an international green destination It’s not news that events take a heavy toll on Sustainable Development award by France like a handful of its French counterparts, our resources, society and the environment, Congrès et Evénements last April as a sign working within the confines of a sometimes generating significant waste of its success. Another area the convention programme launched by France Congrès and occasionally even igniting tensions bureau is honing in on is responsible et Evénements, with the support of Green with local communities. This is how the purchasing: 100% of what Nancy sells and Evénements and the G7 General Secretariat international standard ISO 20121 was born, buys, whether it be a service or a product, (only nine destinations in France are now guaranteeing best practices in sustainable has a CSR component to it. And, for the past engaged in this approach). At the rate the event management and promoting the three years, DESTINATION NANCY has city is establishing its green footprint, it’s motto that every action counts, whether worked attentively on waste management no doubt Nancy will soon make its presence that be tap water vs. plastic bottles or taking via a comprehensive food rescue and known around the globe as a hub for green public transport instead of private transfers. redistribution programme co-organized events in Europe. Thanks to initiatives like ISO 20121, with a local association. Nancy is now making a name for itself as a All of these elements are placed into a broader responsible business events destination. context in Nancy’s ‘welcome pack’ (pacte The proof sits in the centre of the city, where d’accueil) for major events. For associations Contact you’ll find the Prouvé Convention Centre, choosing Nancy for their next conference, [email protected] \ which can accommodate up to 2,400 people. they will be hosted by a city and a greater www.destination-nancy.com A roof comprised of 1,000 sqm of solar region that places sustainability and care for Smart & Appetizing Lyon

Both the second-largest metropolitan area and the second-busiest their commitment to sustainability by listing them on an index of convention city in France, Lyon is a UNESCO World Heritage city which comparison with other destinations. Many businesses use this index has been attracting the attention of international associations for to assess the sustainability of possible partners and it has quickly some time. Situated at the confluence of the Rhone and Saone rivers, become an invaluable tool for the meetings and events industry. it is a key location for biotechnology companies and headquarters to As Valérie Ducaud, Manager of Lyon Convention Bureau, puts it, a variety of international organisations. It was recently awarded the Lyon’s participation to the Index “aims to build on top of our selection coveted title of ‘European Capital of Smart Tourism’. as the European Smart Tourism Capital, and accelerate (the city’s) efforts to But what does Smart Tourism actually mean? Well, practically boost digital innovation, accessibility and environmental stewardship, and speaking, it means implementing and promoting sustainable practices to work to become an even more sustainable and smart events destination.” in several key areas of tourism. And that’s exactly what Greater Lyon As France’s second city for conferences, Lyon offers a unique and Lyon Convention Bureau have worked hard to do for a number combination of business and culinary pleasure that makes congress of years, developing responsible tourism and a range of activities that participants enjoy a truly French experience. The epitome of this? are adapted and accessible to all. The Cité Internationale de la Gastronomie, which is opening this fall Lyon has, in fact, been performing quite well in four key areas, namely in the Grand Hôtel-Dieu, a former hospital, and which will examine sustainability, accessibility, digitalization and cultural heritage. The how gastronomy plays an integral part in the world. 2019 city, indeed, promotes environmentally friendly and responsible The site already houses exhibitions and cultural events, an transport, with its bike rental or car-sharing system, e-scooters, Intercontinental Hotel, restaurants and shops, conveying a ‘modern and the Vaporetto river shuttle, as well as accessibility for people vision of gastronomy... as well as a conference centre. The project with disabilities. Lyon’s connectivity is also one-of-a-kind, with the is an integral part of the Vallée de la Gastronomie (Valley of development of, for instance, OnlyLyon Expérience, a destination Gastronomy) which is currently being discussed at regional level. CRM system that is unique in Europe, with which visitors can explore From Dijon to Cassis, it’s set to become "an international destination SEPTEMBER the city with personalised advice directly on their smartphone. based on experience." As such, it will rely on the gastronomic cities of 39 \ The emphasis is on eco-responsibilty across the whole supplier chain Dijon and Lyon, as well as a range of activities around wines, local as well. In that regard, the organisers of the famous Fête des Lumières know-how and catering. (Festival of Lights) and numerous other festivals are committed to improving their carbon footprint. Meanwhile, restaurants that serve seasonal and local food are encouraged to come forward. Contact No wonder Lyon recently made the Global Destinations Sustainability [email protected] \ events.lyon-france.com Index, which recognizes the efforts of its members to improve © WWW.B-ROB.COM

SMART LYON

DESTINATIONS / LYON Provence & Côte d’Azur France Large Events Department

LARGE EVENTS DEPARTMENT > LEVERAGING EVENT GROWTH Provence & Côte d’Azur France Medical Success in Large the South of France Events Located at the crossroads of Europe, Africa and the Middle East, the Medicine in Cannes (1,000 delegates); the European Macrophage Provence-Alpes Côte d’Azur region is not only an easily accessible and Dendritic Cell Society Convention (2,500 delegates) and the destination, it also boasts 300 days of sunshine per year, rich culture European Public Health Conference (2,000 delegates) in Marseille; and UNESCO-listed heritage sites. A key player in life sciences, it the European Congress of Pathology (2,500 delegates) and the has been attracting the attention of European and international Department Movement Disorder Society Congress (4,500 delegates) in Nice; and 2019 associations with its dynamic medical ecosystem that promotes the conference of the French Society of Emergency (400 delegates) opportunities in a variety of different ways. in Toulon. In France, Provence-Alpes Côte d’Azur ranks second in terms of In response, the Provence-Alpes-Côte d’Azur regional authority patent filing and boasts more than 170 health and life sciences research launched the ‘Attract Congresses and Events’ regional programme, laboratories. The region specializes particularly on research topics aimed to improve the bidding and hosting experience for large SEPTEMBER such as infectiology (infectious disease), immunology, oncology, international events. Designed to financially support events of a neuroscience and ophthalmology, looking at these topics not only structural nature in sectors of excellence, such and healthcare, the goal 41 \ on a national level but on a European one as well. Four regional is to generate substantial spin-offs in terms of economics and image. universities—Aix-Marseille, Avignon, Nice Sophia-Antipolis, South Eligible congresses and conferences include those that combine over Toulon Var—as well as competitive clusters such as Marseille-based 800 nights. The programme is managed by Provence Côte d’Azur LARGE EVENTS DEPARTMENT > LEVERAGING EVENT GROWTH Eurobiomed with more than 280 members specialising in drugs, Events, the regional convention bureau. diagnostics, implantable medical devices, and e-health, fuel the region’s strong research network. One prime example is the NeuroFrance, which was organized by the French Neuroscience Society in Marseille in May. The « Attract The South of France also offers plenty of opportunities for Congresses & Events » regional programme was a major factor in the sponsorships. The region is a well-trusted and competitive destination organizer’s decision to host the event in the South of France. “The for many companies in the pharmaceutical and AI industry but also importance of the local community in neuroscience, the commitment of the in the management of big data, digital biology and medical imaging, South of France in the areas of research and health and the attractiveness with some leaders headquartered in the region. As a getaway to the of the city of Marseille were decisive elements in the selection of this EMEA region, Provence-Alpes Côte d’Azur has become a worldwide destination for the 14th edition of our biennial conference,” explains Lydia leader in the hosting of large medical events, which attract on average Kerkerian-Le Goff, President of the French Neuroscience Society. 20% more participants than anywhere else. “All in all, it was an easy process, and we would like to thank all our partners It comes as no surprise, then, that Cannes, Marseille, Nice and Toulon for their support of the project.” continue to draw more medical congresses each year that comply with the guidelines of the MedTech Europe Code of Ethical Business Practice, which regulate all aspects of the industry's relationship with Contact healthcare professionals and healthcare organizations. Forthcoming [email protected] \ www.provencecotedazurevents.com examples include the Congress of the French Society of Vascular

DESTINATIONS / PROVENCE ALPES CÔTE D'AZUR An Industrial Revolution in Nantes

The International Association of Science Chamber of Commerce, etc., who followed La Cité’s infrastructure makes it possible Parks and Areas of Innovation (IASP) and encouraged us from the very start. to organize our world conference in the th best conditions. Their professional teams define the 4 Industrial Revolution as the In addition, as the ISAP President from 2014 provide bespoke services which guarantee a convergence of digital technologies (such to 2016, I had every intention to bring this flawless execution of events in general. as Big Data or the Internet of Things), conference to our shores. So I waited for biotechnologies and the physics of the the right opportunity to apply. This win is More broadly, Nantes was labeled the infinitely small. And this is precisely what the confirmation that Nantes is recognized European Green Capital in 2013, and it has they will talk about at La Cité Nantes for its virtuous innovation ecosystem. many advantages outside the quality of life. Congress Centre, who will host their 36th The region has undeniable assets in the It’s a dynamic, green, innovative city which World Conference (IASP2019). The great field of the industry of the future, with the delegates can easily enjoy after a hard day’s promises of this revolution are to seduce competitiveness cluster EMC2, the French work at a conference. industrial cluster dedicated to advanced consumers with unique and personalized What kind of support did you receive manufacturing technologies, the IRT Jules products, as explains IASP consulting director exactly? Jean-François Balducchi, from Atlanpole, Verne, the French Institute for Technology, From the very start of the bidding process in the science-based business incubator for the or Atlanpole Biotherapies which focuses on 2017, the teams of La Cité were quite keen whole region Pays de la Loire. the health of the future. So many strengths that will allow us to best address the main for us to win IASP2019. They really acted What kind of role has Atlanpole played theme of our conference: the 4th Industrial as our partners in this, providing all kinds in Nantes' candidacy for the hosting of Revolution. of support. We of course rent their spaces, IASP2019? along some dedicated technical support, To what extent are Nantes and La Cité but what we like the most is that they also Back in 2017, Atlanpole initiated the the ideal venues for this event? guarantee a permanent follow-up of our

42 \ BOARDROOM MAGAZINE BOARDROOM \ 42 candidacy of Nantes at the IASP World La Cité Nantes Congress Centre has been project, by putting an account manager Conference in Istanbul. Competition from our privileged partner for 30 years, we’ve as well as a production manager at your other global destinations was fierce, and we been working together on different types disposal. That makes the execution of the chose to highlight the strengths of the Nantes of events for a long time – and always with event very smooth to say the least. Saint Nazaire Metropolis and, more broadly, successful results. Ideally located in the heart the Greater Western Region of France – and of the city, it is very accessible from Paris, France as a whole. The challenge was taken and thus from all major European capitals Contact up across the whole shareholders chain, and beyond. We also like their commitment [email protected] \ including Nantes Métropole, the Pays de la to CSR in general, and how they approach www.lacite-nantes.com Loire Region, the University of Nantes, the events in environment-friendly terms.

INSIDE LA CITÉ NANTES CONGRESS CENTRE A Breath of Fresh Air in La Baule © VALERY JONCHERAY © VALERY 2019

La Baule, located in the south of Brittany, is known more for its As far as conferences are concerned, associations can set their beautiful bays and beaches than its conference facilities—it is a sights on Atlantia Convention Centre, which offers up to 3,500 member of the Club of the World’s Most Beautiful Bays, after all. Yet, sqm of flexible space. The eco-friendly venue was entirely restored it’s precisely this prime position—sandwiched between land and sea in 2014, and features an auditorium of 900 seats, as well 1,200 sqm SEPTEMBER in the middle of a vast protected pine forest—that’s drawing organisers modular space flooded with natural daylight. In 2011, Atlantia, as it is to the French destination. commonly referred to, was awarded the Quality Prize for Sustainable Development by France Congrès et Événements, and, in 2015, it was 43 \ La Baule is a place of character, basking in the spotlight of the famous the first venue outside the French capital to receive the lauded ISO salt marshes of Guérande and the natural local park of Brière. One 20121 certification, which provides guidance and best practice to help step on the pristine beaches and you’ll immediately understand how manage and control an event’s social, economic and environmental La Baule stands out from your average beach locale. impact. A three-hour high-speed train ride from Paris, or an hour’s drive Couple this with a wide range of accommodation options – there are from Nantes-Atlantique International Airort (77 direct flights from more than 3,000 hotel rooms scattered across the La Baule-Guérande international major capitals), this part of the Loire-Atlantique coast peninsula – and you’ll see how the city is emerging as a business benefits from the dynamism of the Nantes-Saint-Nazaire metropolis. destination where delegates can enjoy a breath of fresh air after a The region caters to international sports events, such as the Longines hard day’s work. Given its compact size, everything can be reached international Jumping of La Baule. Another notable event: In 2018, nd by foot. As if this isn’t an easy enough decision, La Baule Events, the La Baule hosted the 2 edition of the World Company Sport Games, city convention bureau, will act as your reliable partner, opening the organised by voluntary nonprofit the World Federation for Company doors to a network of local service providers alongside the Atlantia Sport. The international event based on conviviality, performance Convention Centre’s teams—all committed to the success of your and cohesion attracted 6,000 attendees from 50 countries, who conference. competed in more than 25 different types of sports. La Baule is also home to nine competitive clusters, ranging from health to biotherapies; one university; nine colleges; and 200 laboratories. Industrial clusters include shipbuilding and aerospace Contact (the reason why you’ll find the STX France shipyard and the Airbus [email protected] \ atlantia-labaule.com factory), while agribusiness thrives thanks to Guérande salt, with the labaule-evenements.com region producing over 16,000 tons per year!

DESTINATIONS / LA BAULE 44 \ BOARDROOM MAGAZINE

WORDS NIESET LANE the process. churning out data—they’re building abooming global business, and giving Canada aleading role in as the world’s largest centre of excellence for AI.These researchand innovation centres aren’t just ups on the globe and it ishome to the continent’s third-largest life science researchhub—as well conduct clinical trials.It’s where you’ll find the highest concentration of Artificial Intelligence start- revolution live, work and research,and where the world’s largest pharmaceutical companies Canada caneasily becalled acountry of superlatives. It’s where the architects of the global tech Superlatives of A Country BOARDROOM INSIGHT SERIES THEIR ASSOCIATION APPEAL. DESTINATIONS AS KNOWLEDGE HUBSAND TAKING ADEEP JOURNALISTIC DIVE INTO s Chantal Sturk-Nadeau, executive director of Global Business Events Canada puts it: “When you convene in Canada for meetings and conventions, you’ll be connected with the innovators who are shap- ing the future, the thought leaders who are leading the way,A and the business and research architects who elevate Canada’s position on the world stage across a spectrum of industries.” Out of the 36 member countries of the Organization for Economic Co-operation and Development, Canada offers the most highly educated workforce, with over 460 private and public post-secondary institutions that are grooming the “workforce of the future.” And thanks to successful sectors like Life Sciences, Technology, Agribusiness, Aerospace, CleanTech, Natural Resources and Advanced Manufacturing, the country is coming out on top as a leading competitor, making it “an alluring destination for global meetings and business events,” according to Virginie De Visscher, director of Business Development Economic Sectors, Business Events Canada. “By connecting with industry and academia, planners gain important access to resources that can shape their conference agenda, help grow their membership and elevate the profile of their event on the world stage.” 2019 Successful Sectors At the moment, Canada ranks fourth on the Global Cleantech

Innovation Index for its work reducing carbon and cutting back SEPTEMBER on energy consumption. Écotech Québec is one organization

that’s making big strides by bringing together some of the key 45 \ clean tech decision makers. The Agricultural Clean Technology program is also putting $25 million toward clean technologies that will reduce greenhouse gas emissions while promoting sustainable and clean growth. The country’s progressive green visions aren’t going unnoticed, either. Last year, two Vancouver-based companies—Awesense and MineSense Technologies—received awards at the 2018 Cleantech Forum San Francisco, drawing major attention to the world’s third greenest city. In Calgary, the hub of Canada’s energy industry, 150 companies are employing 4,500 people in oil and clean gas technology, and the city sports a number of world-class research centres like the Clean Resource Innovation Network. Ontario-based not-for-profit Next Generation Manufacturing Canada, meanwhile, is one of the organizations leading Canada’s Advanced Manufacturing Supercluster initiative, a sector expected to have a $13.5 billion impact on the Canadian economy over the next 10 years. Over 130 participants in the supercluster, including the University of Waterloo and software developer Autodesk, are driving forward advanced

BOARDROOM DESTINATIONSINSIGHTASSOCIATIONDESTINATIONS SERIES \ LEGACIESCANADA \ QATAR VANCOUVER CONVENTION CENTRE 46 \ BOARDROOM MAGAZINE AHS International’s 76 industry sales, inaddition tobringing conferences like the upcoming and the city helps generate 52percent of the country’s aerospace In terms of aerospace, AéroMontréal isCanada’s largest cluster, million seat frames and22.5millionseat adjusters since 2005. Canadian facility, where twoplants have stampedmore than180 parts giantBroseCanada choseLondonasthe locale forits only 3D-printed surgical guides andjaw implants. Inaddition, auto in Surgical Solutions Centre, which hasdeveloped innovations like reproduce atornado vortex. It’s alsothe baseof the Additive Design Research Institute (WindEEE RI),the world’s only facility that can which houses the Wind Engineering,Energy andEnvironmental facilities, including the 130-acre Advanced Manufacturing Park, also serves asaheadquarters foranumberof impressive research Toronto Institute of Advanced Manufacturing). The city of London (home to both the Institute for Robotics and Mechatronics and on advanced manufacturing research with the University of Toronto where 250-plus companies andindustry organizations collaborate Toronto inparticular acts asanadvanced manufacturing leader, and cybersecurity. manufacturing intechnology like 3Dprinting,machine learning Transport Security Authority andDepartment of National Defence to BoeingCanada. Ottawa isalsothe baseforthe Canadian Air best R&Dcapabilities andtech innovators, from Lockheed Martin defence andsecurity sector—you’ll find some of the country’s In Ottawa—Canada’s national capital andhub forthe aerospace, aerospace sector. Seattle andToulouse) andQuébec ranks fifthworldwide in the is one of the world’s three major aerospace centres (sitting alongside is bringingconferences of thisscale, considering Greater Montréal Aeronautics andAstronautics inMay 2020.It’s nosurprise the city ST. JOHN'S th AnnualForumAmerican Institute of and Quebec; grains andoilseeds inthe Prairies; andeggsinthe like poultry inNewfoundland and Labrador; hogs inManitoba world’s exports), Canada is known particularly for commodities global exporter of agri-food products (generating 5.7 percent of the hub in North America behind Los Angeles. And as the fifth-largest The Greater TorontoArea ranks asthe second-largest foodindustry Food for Thought in some time. between WAS andthe Aquaculture Association of Canada (AAC) (WAS) NorthAmerica 2020conference, the firstcollaboration will descend on the city during the World Aquaculture Society or windtocharge USBdevices. And,next year, 2,000attendees which developed the WaterLily low-speed turbine that useswater by servingasabaseforstartups like Seaformatics Systems Inc., St. John’s, Newfoundland, ispromoting Canada’s ocean economy the country is leading the way as aninnovator across ocean sectors. coastline—and fourth-largest ocean territory—and you’ll seewhy these features with the fact that Canada claimsthe world’s longest practices, inaddition tothe third-largest crude oil reserve. Pair of the mostadvanced programs forenforcing sustainable fisheries $251 billion worthof natural resources. Thecountry boastsone largest energy producers, andin2017alone, Canada exported The largest country in the Western Hemisphere is amongthe world’s Natural Beauty Aerospace Summit, which drew 1,200tothe 2018edition. and bringslarge-scale conferences inthe sectorlike the Canadian Leading the way in Ocean Science Q&A with Dr. Kate Moran, President & CEO of Ocean Networks Canada (ONC), Victoria (British Columbia)

Can you talk about how ONC contributes to Victoria’s role as a leader in ocean science and commercial marine technology? Ocean Networks Canada operates Canada’s largest and most diverse ocean observing networks. Ocean scientists, policy makers, and technologists who travel to Victoria to visit Ocean Networks Canada often turn into advocates lobbying for their organizations’ conferences to be hosted in Victoria. Our leadership team participates in strategic social and economic discussions with all levels of government that help to expand Victoria’s position as a leader in ocean intelligence, from big data to scientific discoveries to technological breakthroughs. Most recently, a collaboration of European neutrino scientists enlisted Ocean Networks Canada as Northwest Territories. Several companies in Québec City (a hub for their last resort to conduct neutrino experiments that had repeatedly failed in the food and nutrition information) are also part of the Québec Health Mediterranean basin. Food Cluster, which helps market healthier, value-added products. What makes Victoria a prime place to host ocean and marine conferences to conduct research? Canada as a whole features 19 agricultural clusters and 15 food Our waterfront city speaks volumes about the ocean’s beauty, combining ocean 2019 park settings with sustainable marine industries right downtown. This showcases and beverage clusters, with stand-out superclusters like the Protein Victoria’s strength of supporting industry while protecting and improving local ocean health. Victoria’s residents are keen to learn about science, and ocean Industries Canada (PIC), 145 stakeholders across the western part science is near or at the top of their scientific curiosity list. of the country that focus on crop breeding, production and export Victoria helped kick-start British Columbia's natural resources sector over development. Saskatchewan is the country’s leading agricultural a century ago. How are organizations like ONC continuing to building on exporter and every variety of pulse crop grown in the province this reputation? SEPTEMBER As an ocean-front city, Victoria is seeing the impacts of human-caused climate was developed at the University of Saskatchewan in Saskatoon—a change. The city of Victoria’s vision aligns with First Nations’ views, confronting the world leader in pulse crops. Regina, the province’s capital, is one changes facing society and the planet today by looking ahead to the next seven 47 \ generations. of the supercluster’s active members and where corporations How are the research and developments underway at ONC impacting the like DOT Technology designed breakthroughs like autonomous industry as a whole? vehicles to replace human-operated tractors. Last October, the city Ocean Networks Canada works with many industry partners who use our sensor data and Oceans 2.0, which now captures data in real-time from all of Canada’s attracted 120,000 attendees for the Canadian Western Agribition, three coasts. For example, we are working with large infrastructure operators the country’s largest livestock show. Another success story worth to tailor the earthquake early warning notification for their specific needs (e.g., initiating automatic valve shut-offs; slowing trains; bringing elevators to the pointing out: the ISM Canada Centre of Excellence at the University ground floor; having alarms sound to stop surgery; providing alerts to port and of Regina, which features the world’s first data hub for agriculture, airport operators). where the focus is heavily on food traceability solutions. We’ve worked with the Vancouver port and local pilots to provide real-time ocean current data that helps inform their management decisions about ship traffic. Additionally, our high-quality, specialized ocean hydrophone systems capture As Murad Al-Katib, president & CEO of AGT Food and Ingredients sound signatures of large ocean-going ships to help the port and governments and 2017 EY World Entrepreneur of the Year, puts it: “ make decisions that protect marine mammals from noise pollution. Oceans 2.0 is The opportunity recognized by the World Data System and, through an international competition, for Canada is that we’re going to be the first stop on the protein highway. their International Technology Office, which informs global data systems, is now The whole game now is about feeding the world, and, as we move co-located at Ocean Networks Canada. What type of legacy can conferences expect to leave on the city, as well as toward 10 billion people by 2050, Regina will be the place to be to on the field of marine science? ensure we actually seize that opportunity and feed the world.” Networks Canada not only operates infrastructure for scientific research, but also delivers data products to this region that protect ocean health and enhance public safety through providing ocean health indices, sea state alerts, tsunami alerts, and earthquake early warning notifications. The city is well-positioned to lead the world in developing and implementing, in partnership with Ocean Networks Canada and others, climate change adaptation services for ensuring a high quality For further information please contact Emma Cashmore, of life for people in a biodiverse-rich world. This progressive approach kickstarts what services and data are developed and used here and marketed globally in this Business Events Canada European Office age of climate change. [email protected] \ www.businesseventscanada.ca

DESTINATIONS \ CANADA Paving the Way for a Creative Future

Creativity is the path to innovation - and no community is proving that to be true more than the leaders, artists and even visitors in Montreal.

Words Samantha Shankman

Through a deep and sincere commitment “Montreal is well known for its creativity,” said The initiative is so compelling because to transformation, Montreal is crafting Chrystine Loriaux, director of marketing it benefits everyone within the Palais’ a new model of what a sustainable, and communications at the Palais. orbit including Montréalers, convention collaborative, and human-powered city of attendees and visitors from around the “Creativity for us is a way of doing things the future can be. world. differently. To not just see something new, but The Palais des congrès de Montréal is at experience it. Associations coming to Montreal A LEADER INSISTENT ON INNOVATION the heart of Québec’s largest city, which is will find something different here, something recognized worldwide for being dynamic that is not possible to experience anywhere Prior to its new direction and focus on and creative. But the team behind Palais is else.” community building, Montreal was already 48 \ BOARDROOM MAGAZINE BOARDROOM \ 48 a top events destination. “Montreal has an leading the charge for a better future with The team hopes that visitors can experience established reputation of attracting innovative unprecedented ambition and optimism. the magic of Montreal within the venue’s events and industries. The life science sector own walls. It has collaborated with local The Palais’ team slowly rolled out a new accounts for almost half, or 40 percent, of artisans to bring in swings and chairs, vision for the venue which accounts for events followed by finance, engineering, the local community and universities, ping pong tables and public pianos. It is natural science, environment and energy,” forward-thinking associations, and their collaborating with industry leaders to craft explained Loriaux. impact on one another and the world. special standing exhibitions that provide The Palais spans 113 rooms and venues The multidimensional concept builds on conference attendees a quick view into the with top technology capabilities. It is also culture beyond the centre. the idea that all industries are creative, and centrally located within a 10-minute walk sharing that creativity is the most important The new multidimensional approach is of the city’s main train station and more step towards building a better world. led by CEO Robert Mercure. His new than 16,000 hotel rooms. Meanwhile, the The Palais des congrès de Montréal has framework is smart on two fronts: It city ranked the number one international been turned into a local hub where provide small businesses, environmental convention destination in the Americas in startups can profile their work, universities initiatives, and artisans with the capital and 2018, for the second year in a row, by the can share discoveries or find funding to attention needed to continue their already Union of International Associations. research, and international visitors can find good work -- while welcoming visitors and Nearly all, or 95 percent, of business tourists incredible access to all this is Montreal. It is business travelers to take part, therefore were satisfied with their visit to Montreal in the gateway to the city, and an ambassador enriching their experience and sharing a 2018 and 98 percent were satisfied with the bringing local businesses to the world. kind of neighborly love with them. conference facilities, according to a 2018 THE PALAIS DES CONGRÈS DE MONTRÉAL USES ITS SPACE CREATIVELY.

survey by research firm Ipsos on behalf of MultiCloud Platform designed for the live to local partnerships in which it hosts

Tourisme Montréal. video revolution. sustainability workshops for children. 2019

The ranking speaks to the quality of work “We are so proud to work with the Palais,” Perhaps more creative, and in line with and cooperation already present in the Stimulation Déjà Vu founder Audrey its foundational purpose, it has become Montreal ecosystem. This new vision Bernard, says sincerely. “When I first met one of the first carbon neutral convention is building upon existing collaborations Mercure, he spoke about the new vision with centre in the world through an initiative SEPTEMBER between the business tourism sector, the such energy and excitement. This is what that has local impact. Carbon neutrality has universities of the province of Québec, the been achieved by offsetting the emissions

really inspired us because we create experience 49 \ city’s main economic clusters and creative and spark emotion through the sense of smell from the building’s energy expenditures communities, and its leaders. It is clear that and project people to a different place.” by contributing to the forest management Palais is not in need of change — but the and tree planting efforts on four hectares of The partnership provides associations most innovative organizations know that the Université Laval Montmorency Forest that arrive in Montreal with fast and easy the only way is forward. -- the largest teaching and research forest access to Montreal’s most innovative and in the world. creative startups, and likewise, creates an A TWO-SIDED COMMITMENT unprecedented opportunity for Stimulation The Palais’ new vision is built around the An innovative partnership between the Déjà Vu to reach new clients. Stimulation celebration of creativity and support of Palais and MT Lab - North America’s first Déjà Vu also created a standing exhibition hands-on experiences that provide a innovation incubator dedicated to tourism, that lives inside the Palais. The local startup new perspective of the world. By tasking culture and entertainment - will play a community is, understandably, eager to get itself with living these ideals, it creates the role in revolutionizing the events industry. involved like Bernard. opportunity for associations to do the It is also a prime opportunity for startups same. which, through the Palais partnership, will A HOLISTIC APPROACH TO CREATIVITY have access to the entire business travel Furthering its creative approach to landscape against which to test their innovation, the Palais has taken it upon innovations. itself to galvanize environmental best Two startups which have already partnered practices and set the sustainability Contact: with Palais are Stimulation Déjà Vu, which standards of tomorrow. The list of its [email protected] \ brings emotions alive through the sense efforts is impressive from supporting the congresmtl.com of smell, and Livescale, which offers a UN Agenda for Sustainable Development

DESTINATIONS \ MONTREAL A Tale of Collaborative Power

Calgary is riding high having won the bid to host the 24th World Petroleum Congress in 2023, but as Denis Painchaud, chair of World Petroleum Council (WPC) Canada explains, it was a long process requiring a collaborative, whole-city approach.

Words Chantelle Dietz

On 23 June this year, 41 WPC member second and third rounds, but its lead was Azerbaijan and Kazakhstan were somewhat countries gathered in St. Petersburg to shrinking, putting everyone involved on allied in the process and we expected that find out who would win the privilege edge. most if not all of Kazakhstan’s support would of hosting the 2023 World Petroleum “Kazakhstan dropped off the ballot after go to Azerbaijan.” Congress - the culmination of months the third round and so their 12 votes were of rallying and promotion. The winning Fortunately for Canada, in the crucial the votes that would determine whether country needed 21 votes to secure the moment it narrowly pipped Azerbaijan Azerbaijan or Canada would win,” event. After the first round - competing recalls Denis Painchaud, chair of World to the post, winning the vote 21 - 20 in the fourth and final ballot. The win was a against the likes of Argentina, Azerbaijan, Petroleum Council (WPC) Canada. “We Kazakhstan and the United Arab Emirates just needed five of the 12 available votes, meaningful one for WPC Canada, having - Canada was in the lead but with just assuming everyone else voted the same, but previously lost its bid to host the 2020 50 \ BOARDROOM MAGAZINE BOARDROOM \ 50 13 votes. It picked up a few more in the we were very concerned at this point as congress. STRONG CONTENDER “Calgary competes very well on destination CNRL, Encana, Enbridge and Suncor. The Canadian Trade Commissioners Painchaud first bid to bring the congress and tourism opportunities. Our facilities are Service proved instrumental, meeting to Canada in 2015 on the understanding it within walking distance of hotels, whereas in with national associations WPC Canada wouldn’t be competing against the US. “ some locations bussing for hours for delegates In was unable to visit due to budget or time to get to congress facilities from hotels the run up to the vote for the 2020 congress constraints. Even Calgary’s mayor, Naheed has been an issue,” explains Painchaud. I saw an opportunity for Canada. I contacted Nenshi, made the trip to St. Petersburg to “Canada is very safe in comparison to most the chair of the US national association to be part of the final presentation and take countries. Our industry is also considered ask if it was planning to bid and was told part in a series of advocacy initiatives to on the leading edge in terms of technologies it was not,” he explains. “You can imagine help secure the congress. deployed and Canada has one of the few our surprise on 1 March 2016 - when the remaining large resource bases that is actively “ bidding countries were announced publicly - Our success would not have been possible courting international investment to develop. to find out that the US was bidding as well! without the efforts of all of these organizations So we were well positioned on all of those and their people who cared about this effort Ultimately we lost that bid to Houston, but it ” considerations. and who worked with the WPC Canada to created a resolve in our board to win the right 2019 make the bid a winner,” says Painchaud. “In to host the congress.” Calgary also had another string to its bow: it previously hosted the event back the end, Calgary and Canada’s reputation Fast forward to September 2018 and in 2000 with great success. “The 2000 of being able to pull off these types of large WPC Canada decided to bid again, this congress is still regarded as one of, if not the events in a successful way and our reputation time for the 2023 Congress. With a ” says as a friendly, welcoming and inclusive people most successful congress for the WPC, SEPTEMBER practice of rewarding consecutive bids Painchaud, so it had already set a strong won the day.” for the congress in place, Painchaud precedent. 51 \ was confident Calgary was once again a CALGARY 2023 strong contender, but Canada now had CITY-WIDE SUPPORT The countdown to the 24th World to get around the obstacle of convincing Petroleum Congress is now on. Calgary organisers of the merits of hosting two WPC Canada led the bid working closely with local partners including Meetings + will become the third city to host consecutive congresses in North America, the congress twice after London and Conventions Calgary, the Stampede Park, when traditionally the event moves to a Houston when it arrives in 2023. When Calgary TELUS Convention Centre, the different continent each year. it first hosted the event back in 2000, it Calgary Hotel Association and the City welcomed 2,000 delegates - in 2023 it As a part of its due diligence process of Calgary to produce its bid book and is likely to attract more than double with WPC Canada surveyed other national associated promotional material. Meetings 5,500 visitors expected. The event is set associations on the most important + Conventions Calgary, the Calgary Hotel to benefit the local economy with an Association and the City of Calgary also considerations in determining how they estimated $65m CAD injection. would vote for a congress host. Destination provided material funding so that WPC was top of the list, with participants Canada could take on a more aggressive agreeing that somewhere beautiful and and visible advocacy campaign. interesting with modern conveniences Additional support came from the and tourism opportunities would get federal and provincial governments, their vote. The size and sophistication of industry organisations like the Canadian the local oil and gas industry including Association of Petroleum Providers Contact: investment opportunities came second, (CAPP), the Society of Petroleum Engineers [email protected] \ with safety, government support and visas and the Calgary Airport Authority, and www.meetingscalgary.com ranking third, fourth and fifth. local oil and gas companies including

DESTINATIONS \ CALGARY 52 \ BOARDROOM MAGAZINE

WORDS CHANTELLEDIETZ vocational schools. universities -including the leading Université Laval -and 38colleges, technical institutions and 400 laboratories, researchcentres and institutes, 120 researchand development companies, five researchers to population, with over 5,500people working incutting-edge fields, and is home to much acompelling business destination asit isaleisure one. It boastsCanada’s highest ratio of to offer hasathrivingpicture. than just a knowledgeThepretty city economy, making itas treasure trove of Instagram-worthy snaps, but dig alittle deeper and you discover it hasmore With its picturesque, river-side setting and Nouvelle French-style architecture Québec isa City With Knowledge A CityBrimming BOARDROOM INSIGHT SERIES THEIR ASSOCIATION APPEAL. DESTINATIONS AS KNOWLEDGE HUBSAND TAKING A DEEP JOURNALISTIC DIVE INTO uébec City was always perceived as the tourism

capital of the province of Québec and one of © EMMANUEL COVENEY the leading travel destinations in Canada,” says Carl Viel, president and CEO of economic development agency, Québec International. “Not everyone knows that the region has invested massively in developing a forward-thinking, knowledge-based economy. This includes infrastructure, government programs to support businesses and innovation, tax credits, and much more.” When it comes to key industries, the city is best known for its booming life sciences sector, but it’s also a leader in financial services, digital arts, ICT, electronics, optics and photonics, and geospatial technology. Other lesser-known areas of expertise include food and nutrition, value added materials and transportation equipment, and green smart building. With such a variety of knowledge to be made use of, it’s not surprising it gets a lot of interest from association event planners.

“Tapping into a destination’s economic and educational ecosystem can do wonders to create unique experiences, attract more sponsorship dollars and access local speakers,” says Marie-Elaine Lemieux, sales manager at the Québec City Convention Centre, which welcomes over 200,000 visitors from around the world for national and international events each year. Québec City Convention Centre and Québec City Tourism joined forces in 2013 to create Québec City Business Destination, the city’s official convention bureau. The two organisations work together to attract and facilitate conferences, conventions, meetings and other events in the city. Québec City Business destination has over 30 members including hotels, business tourism and event planning services. Its team of sales representatives are experts on Québec City as a host city, and can support organisers with each phase of the event planning process.

Army of ambassadors One of the ways Québec City Business Destination attracts events is through its Ambassadors’ Club. Since it was established in 1996, the club has brought 190 international conferences to the city. With the help of its esteemed members including professors and researchers, business people and organisations working across multiple sectors, it serves as a ‘one-stop-shop’ for conference organisers, providing the expertise, resources, and support they need to stage their event. The ambassadors - of which there are now 150 - draw upon their networks of contacts to convince decision-makers and their organisations to choose Québec City for their conference.

BOARDROOM INSIGHTDESTINATIONS SERIES \ QUÉBEC\ QATAR CHATEAU FRONTENAC, QUÉBEC CITY © EMMANUEL COVENEY

QUÉBEC CITY CONVENTION CENTRE 54 \ BOARDROOM MAGAZINE BOARDROOM \ 54

One such ambassador - Sylvain Moineau, a professor in that pays tribute to one of the smallest biological entities known to Université Laval’s Department of Biochemistry, Microbiology, mankind that can potentially make a huge impact on human health,” and Bioinformatics at the Faculty of Sciences and Engineering he says. and a researcher at the Faculty of Dentistry - was behind the successful bid to stage the 13th Annual International CRISPR Congress in Québec City this June. Ahead of the curve Moineau is one of the world’s leading experts on bacteriophages Advancements in the field of life sciences are being made all the - also known as phages (viruses that attack bacteria) - and has made it his life’s mission to understand viruses and the vital time Québec City, including new vaccines for viruses and new role they play in our lives. He holds Canada’s Research Chair treatments for diseases. Ten of the world’s largest pharmaceutical in Bacteriophages and is curator of the world’s largest public companies are based in the city and there are 85 life sciences collection of phages. research centres, chairs and clusters, accounting for more than 600 research professors - many of them world-renowned. The event brought hundreds of researchers from around the globe together to exchange their latest discoveries on and “Québec City has truly made its mark in the world’s life sciences applications using CRISPR-Cas systems, a first for Canada. For industry thanks to several key factors,” explains Carl Viel. “For Moineau it was a “momentous occasion” enabling all involved to one, the city is focused on health research. Université Laval is one see just how far the research has come. “We still have so much to of the top ten research universities in Canada and, along with the learn, and I am proud that Québec City was the backdrop to an event burgeoning number of research chairs, partner chairs, research centers and institutes, over $357 million has been awarded in grants Future growth and contracts in the past three years alone. That immediately signifies that Québec City is home to top professors, researchers and students Québec City’s food and nutrition industry is also showing who are conducting some ahead-of-the-curve, high-quality studies,” promising potential. There are currently 160 businesses operating he adds. in the sector, employing more than 6,500 people and generating $1.33 billion in revenues. Completing the network are 10 research Complementing Québec City’s dedication to university facilities, including the Institute of Nutrition and Functional Foods, research is Alliance santé Québec, an initiative that brings which analyzes products and looks for ways to make them leaders from the Québec City region, including university healthier, the incubator-accelerator AG-Bio Centre, Université faculties, healthcare institutions, stakeholders from the business Laval’s Faculty of Agriculture and Food Sciences and Cégep de community, and economic development agents, to further Limoilou’s technical training in dietary sciences. innovate in delivering sustainable healthcare. “ Alliance santé The agri-food sector continues to make great strides forward, Québec symbolizes the amazing synergy between different fields of owing to the vast array of businesses and food products offering expertise to take healthcare to a whole new level—to the benefit of a wide variety of foodstuffs and terroir products. In 2016, the citizens everywhere,” says Viel. region’s successful strawberry-producing industry came under the spotlight, when Québec City became the first Canadian city to stage the International Strawberry Symposium at the Driving innovation Québec City Convention Centre. The event attracted over 700 experts from over 30 countries, including researchers, producers, With more than 500 high-tech companies generating almost propagators, academics and business people who wanted to gain $2 billion in sales annually, Québec City has a flourishing insight into the latest developments in the worldwide strawberry technology ecosystem - rivaling cities with twice, even three industry. times, its population. It boasts 65 research centres, chairs, 2019 The bid to host the event was led by Yves Desjardins, a professor groups, and institutes and employs a 19,000-strong workforce. and researcher at the Université Laval’s Centre de Recherche This wealth of knowledge has created an environment ripe for en Horticulture (CRH) and Institut des Nutraceutiques et des entrepreneurship and innovative start-ups across many different Aliments Fonctionnels (INAF). “Québec City was a natural fit for high-tech sectors including digital arts, optics/photonics, the 2016 symposium,” he says. But, he believes it was the “allure” SEPTEMBER geospatial technology and ICT. of Québec City along with a “stellar” presentation he prepared

Thanks to this optimum blend of infrastructure, people and in conjunction with the Québec City’s Ambassadors’ Club that 55 \ innovation, it is developing systems and approaches that are ultimately helped tip the scales in their favour and clinch the deal. “It’s so easy to ‘sell’ Québec City with its European charm, accessibility revolutionising a number of fields. Québec“ City’s secret is that it and fine dining—all with a North American twist,” he says. has brought together and developed the most important ingredients to create a thriving technology ecosystem: state-of-the-art research In acknowledgement of his organisation and involvement of centres, programs to support technology entrepreneurs, access to a this event and several others high-profile association events, wide range of financial and legal services, a qualified and skilled Desjardins was named the 2016 Ambassador of the Year for Québec City’s Ambassadors’ Club. workforce, and close regional cooperation amongst all stakeholders in the business and high-tech sector,” explains Sebastien Tanguay, Québec City’s knowledge economy growth shows no signs of general manager at Québec International’s Le Camp, an slowing down, something that Carl Viel is extremely proud of: incubator-accelerator dedicated to tech businesses’ growth and “We’re still at the cusp of Québec City’s potential. The next few years mentorship. are promising to be even more exciting, thanks to new investments - As such, the city regularly attracts both national and local and foreign - and industries from around the world eyeing the international associations eager to leverage these assets. The region for its amazing resources and tremendous potential. We’re in for quite a ride!” International Association for the Engineering Modelling, Analysis and Simulation Community (NAFEMS) brought its 2019 World Congress to the city in June, while the American Society of Mechanical Engineers (ASME) welcomed 1,000 delegates to its International Design Engineering Technical Conference and Contact Computer and Information in Engineering Conference in August [email protected] \ www.quebecbusinessdestination.com 2018.

BOARDROOM INSIGHTDESTINATIONS SERIES \ QUÉBEC\ QATAR

An Australian Story of Robots

Australia is no stranger to success. It has world-class expertise in a wide variety of sectors, ranging from food to agribusiness, and its leaders in health and science, financial and professional services, resources and energy, and infrastructure, are of global renown. In this context, Sydney has been building itself into an international hub of technology and innovation. Through a consistent commitment to community, education and collaboration, the city is attracting global events from the most forward- thinking and entrepreneurial organizations worldwide. The most recent of these was RoboCup 2019 held at ICC Sydney in June.

Words Samantha Shankman 2019

RoboCup is an international robotics competition that’s been Although building a robot that plays soccer might not seem to SEPTEMBER running since 1997. Officially, it is a scientific initiative with the generate significant social or economic impact, the technologies goal of advancing the state of the art of intelligent robots.

created to do so will inform and accelerate innovation in other 57 \ areas. And Sydney was the perfect place for this ambitious event “It is an academic event in that it was originally intended to try to place as we inch towards 2020. to foster research in robotics and AI,” explains Claude Sammut. “It is a sort of Olympics of robotics with many different competitions under one roof.” Sammut is a professor of Computer Science and WELL SITUATED IN SYDNEY Engineering at the University of NSW and served as the General In Sydney, more than 2,000 participants arrived from 40 Chair for the Local Organising Committee of RoboCup 2019. countries to build and compete their robots designed for a Although the first official competition was held in Nagoya in range of industrial, domestic and recreational purposes. The 1997, the organization behind it was international from the main competition is intended for researchers, but a junior start, including founding members from the USA and Europe. competition now includes school-grade participants - a A trial robot soccer game was held in Paris in 1996, and the particularly promising addition. The most talented young teams international RoboCup Federation was founded to oversee the from competitions around the world come together here, and event. The confessed goal is to beat the FIFA world champions get a glance of what’s possible if they continue on their path. by 2050. “ The RoboCup organization even likens its intent to that of the What’s great about this setup is that these young students get to moon landing. “The accomplishment of the goal itself is a landmark work alongside the graduate students in the major competition and in the history of mankind. Although the direct economic impact of see the potential of where they can go if they stick with robotics in a ,” says Sammut. “ having someone land on the moon is slim, technologies developed few years time The junior competition is designed to to achieve this goal were so significant that they formed powerful foster education, especially in science, technology, engineering and technological and human foundations for American industries,” reads mathematics. A primary purpose is to inspire more students to work the organization’s website. in this field.”

DESTINATIONS \ AUSTRALIA ICC SYDNEY

RoboCup has been held in cities across the world, and this was opportunity to attract Asian delegates to their conference. As an the first time that the event returned to Australia since it was intellectual capital, Sydney’s key areas of expertise are aplenty

58 \ BOARDROOM MAGAZINE BOARDROOM \ 58 held in Melbourne in 2000. The country has traditionally stood and its start-up culture is very vibrant. out in robotics, especially in field robots, which are designed for outdoor purposes including mining automation, agriculture and CHAMPIONING INNOVATION infrastructure maintenance. “ It was an opportunity to showcase Located on the iconic Sydney Harbor, ICC Sydney is more than what we do in Australia. We have a strong record that we wanted an outstanding venue. It is an incubator for ideas, a champion ” says to highlight and it is a way to promote this kind of research for change, and advocate for community. “ Sammut. For us at ICC Sydney, hosting events is about much more than the numbers. The venue is a Australia’s own technology scene is rapidly evolving today, and champion of change and community, with deep local connections,” the whole economy of the country is, in fact, shifting. There is an says ICC Sydney CEO Geoff Donaghy. increased interest in technology and innovation as the startup The venue is recognized internationally among its peers for its scene takes off. “ Increasingly, we see our students not just going smart and strategic use of global meetings to shape the city ,” off to work for an employer but thinking about their own startups and build the innovation economy. Opened in 2016, the venue says Sammut. The startup scene is growing in part because of is the result of A$1.5 billion development intended to build a Australians who go overseas and then return with expertise space that accounts for the future demands of the meetings and experience to contribute to national innovation. One of industry. With sweeping views of the city and water, the venue the reasons for this shift is Sydney’s world class universities and is uniquely designed with its internal and open-air spaces event professors that champion computing, AI and robotics. spaces. Theatre capacities range from 2,000 to 9,000 and there Sydney is, indeed, an economic powerhouse – one of many is 35,000 sqm of internal exhibition space, which includes in Australia. It offers huge trading opportunities with Asia, and 32,600 sqm arranged over two floors of exhibition halls with a lot of associations willing to engage, would see this as an an additional 2,400 sqm of multiple purpose event space. The venue also boosts the largest ballroom in Australia with views of The Legacy Program also enriches delegates’ experience by the water and city. providing clients with a platform to connect with the community and give back across five dedicated streams including Creative “It is a very modern space,” explains Sammut. “Logistically, RoboCup Industries, Innovators and Entrepreneurs, Generation Next and is a very complicated event to run because there are hundreds of teams Sustainable Events. coming from around the world with different power requirements and security demands. The organizers had to build 20 different arenas “Through the Innovators and Entrepreneurs steam, we are fostering for the different competitions. ICC was really good at handling all innovation and connecting clients with Sydney’s burgeoning startup of that.” scene including the Sydney Startup Hub, which provides working He also praised the location of the venue. The students work long space for innovators, entrepreneurs and investors,” says Donaghy. In hours and were able to quickly and easily access restaurants and fact, ICC Sydney’s 2019 More Than a Venue campaign highlights lodging within walking distance. “For a competition where people the many ways that the venue connects clients to Sydney’s top tend to work for as long hours as they can on these robots, they like innovators and entrepreneurs. to be close by. One of the big factors is location and everything was close,” says Sammut. The venue’s team gone beyond what is expected to take on the role of ambassador. Its goal is to build Sydney’s branding as a ICC Sydney sits at the intersection of Sydney’s academic, cultural hub of innovation and attract more events based on technology and technology districts. Not only do guests have access to world-class meeting spaces, but outstanding restaurants, diverse and innovation. entertainment and smart businesses are nearby. The venue is also Business Events Sydney, formerly known as Sydney Convention located within walking distance to more than half of Sydney’s and Visitors Bureau, also plays an important role in crafting 33,000 hotel rooms and 5 miles from Sydney International opportunities for collaboration and technological advancement Airport. There are multiple transport options including road, light in Sydney. BESydney CEO Lyn Lewis-Smith is particularly 2019 rail, train and ferry. focused on the role that innovation-based conferences play in RoboCup is only one of the many major international and developing a knowledge economy. national tech events held at ICC Sydney this year. Other events hosted this year include Amazon Web Services, Salesforce World Her organization is built on the foundational belief that business

Tour, Adobe 2019 Symposium, and SMACC (Social Media in events drive trade, industry, investment, high-yield tourism and SEPTEMBER Critical Care). global talent acquisition. They serve as the global meeting point

to exchange ideas and reveal innovations and kickstart networks 59 \ In fact, 10 percent of the international events hosted at ICC are and collaborations. based in the technology sector. On a local level, ICC Sydney also hosts innovation events on almost a weekly basis. It is this “BESydney is targeting global meetings that we believe can contribute intersection of local and international collaboration in support to our city’s transformation, bringing in global conversations on of technology, entrepreneurship and innovation that is shifting smart cities, artificial intelligence and the new economies,” Lewis- the entire groundwork of its economy and knowledge base. Smith said at IMEX Frankfurt in May.

BUILT TO BUILD As such, Sydney might well be the epitome of the Australian spirit, eager to explore new frontiers. It is taking a holistic and ICC Sydney sought out to foster community and collaboration multidimensional approach in its ascent as an international since before its door opened. “ Since before ICC Sydney’s opening, destination for technology, innovation and entrepreneurship. we understood how important an innovation brand is for a city. Its leaders recognize the critical role that events play in Sydney has a strong tourism and leisure brand, but we have sought its development and the symbiotic relationship that it has to shift this focus onto the brains of the city and how clients are able created between international events participants and the local to connect with this when they bring their events to the city,” explains Donaghy. community. ICC Sydney’s industry-leading Legacy Programs was designed to expand the intellectual capital of an event across the city. The legacy team works with event organizers to identify opportunities that advance the social or sustainability goals of For more information on business events in Australia: an event while crafting new relationships and partnerships with [email protected] \ www.australia.com/businessevents local organizations.

DESTINATIONS \ AUSTRALIA Creating Opportunity Down Under

In Australia, thanks to collaboration, groundbreaking hubs are connecting community, medicine, industry and academia – and creating opportunities. More particularly down south, Adelaide is fast becoming a life sciences hotspot thanks to a new hi-tech health and medical precinct with state-of-the-art research facilities and strong ties to local hospitals and academia. Which helps the Adelaide Convention Centre attract high-profile medical conferences and, in turn, position itself as an ideal venue for knowledge transfer.

Words Rémi Dévé

THE ADELAIDE CONVENTION CENTRE STANDS IN CLOSE PROXIMITY TO THE ADELAIDE BIOMED CITY HEALTH AND LIFE SCIENCES CLUSTER Adelaide, South Australia’s capital city, has enjoyed steady growth medical conferences confirmed for the Centre include the 2022 in recent years. While the city is well known for its relaxed lifestyle, World Congress of Echocardiography and Allied Techniques its major cultural festivals, its pristine beaches (which sit just a short (1,300 delegates), and the International Combined Meeting of tram ride away from the city centre), and the nearby McLaren Vale Orthopaedic Research Societies (700 delegates), which has teamed and Barossa Valley, perfect for wine tasting and kangaroo feeding, up with the Australian Orthopaedic Association Annual Scientific in recent years it has made a name for itself as a new state-of-the- Meeting (1,300 delegates). art biomedical and life sciences health hub. Government-funded incentives and faster ethics approvals are also driving foreign DRIVING INNOVATION investment from companies keen to do phase one clinical trials “ here – and the precinct has played a major role in reinventing the Our close proximity to the Convention Centre makes it easy for our city following its car manufacturing decline. researchers and clinicians to connect with innovative thinkers and welcome international guests to our biomedical precinct,” says Yvette van Eenennaam, General Manager, Adelaide BioMed City. “ LOOKING TO THE FUTURE And not just those that are related to their individual fields, but relevant In this context, the Adelaide BioMed City health and life sciences for driving innovation. The converging of emerging technologies in cluster is one of the largest of its kind in the Southern Hemisphere. our biomedical field is exponentially growing. Technologies within the Spearheaded by the futuristic-looking South Australian Health and defence and space industry, big data and machine learning are driving Medical Research Institute (SAHMRI), the precinct also comprises improved healthcare and research outcomes and we are keen to work medical science research centres at the University of Adelaide and with Adelaide Convention Centre to further stimulate knowledge sharing the University of South Australia, along with the new Royal Adelaide in these fields.” Hospital. Next to join the precinct will be SAHMRI 2, featuring the Southern Hemisphere’s first proton therapy unit, focused on Echoing van Eenennaam’s comment, Professor Steve Wesselingh, the treatment of inoperable cancers. Construction on SAHMRI SAHMRI Executive Director, praises Adelaide Convention Centre 2 is expected to commence shortly, with completion earmarked as a facilitator of knowledge transfer: “Anytime you bring people 2019 for 2022. Meanwhile, the science and medical-focused Tonsley with similar professional interests together there will naturally be an Innovation District – built on the former Mitsubishi manufacturing exchange of knowledge and experiences, which is fantastic. The Adelaide site – is a 61-hectare precinct where medical device companies Convention Centre maximises the potential for this by striking a great collaborate with the Medical Devices Research Institute at Flinders balance between professionalism and comfort.” SEPTEMBER University. All in all, Adelaide provides the bigger picture for conference organisers and delegates alike. No conference is 100 per cent work From a health and medical research perspective, the proximity 61 \ of the Adelaide Convention Centre to Adelaide BioMed City, and Adelaide is easy to navigate with an incredible variety of things definitely makes it the envy of conference venues around the world. to see and do on the Convention Centre’s doorstep. If visitors have a little more time to spare they are spoiled for choice with world “Our positioning right next door to one of the largest health and life class galleries, museums, wineries, beaches and national parks just sciences precincts in the Southern Hemisphere has certainly helped bolster a short drive away. Adelaide’s reputation as a leading and innovative medical conference capital,” comments Simon Burgess, general manager of the Adelaide But Adelaide’s added values lie in the extra opportunities it provides. Convention Centre (ACC). “ It makes for a unique proposition for As Yvette van Eenennaam concludes: “Whenever I am travelling conference organisers, providing valuable support in everything from for business, I try to combine the conference I’m attending with some access to delegates and speakers to the ability to facilitate tours of world- visits to institutions to meet with experts in my area. Adelaide offers an leading facilities. If we could choose our neighbours, BioMed City would abundance of these opportunities – from our Adelaide BioMed City to have been at the top of our list, particularly for a venue like ours where Tonsley Innovation District with its focus on hi-tech manufacturing and medical and health related conferences account for more than one-third R&D; and more recently, Lot Fourteen – an entrepreneurial ecosystem in ” of our business. artificial intelligence; cyber security; smart sensor networks; robotics; big BioMed City, indeed, provides conferences coming to Adelaide data; defence and space technologies; and media and creative industries. with a ready supply of speakers and delegates, with more than People around the globe aren’t always aware of the incredible beauty - 2,000 researchers and thousands of academics, staff and clinicians and innovation - that can be found here. And they should!” on the Centre’s doorstep. ACC’s team is focusing its efforts on SAHMRI’s key research fields including cancer; heart health; indigenous health equity; brain disease; mothers and children; and Contact mental health and well-being– and attracts conferences that are [email protected] \ www.adelaidecc.com.au aligned with the destination’s expertise. Upcoming international

DESTINATIONS \ ADELAIDE WORLD BARCELONA, SPAIN 19-21 NOVEMBER 2019 Inspiring events for better business results

Find your inspiration here! Let IBTM World help you find the right people to deliver exceptional events.

Connect with us Organised by The Driver of the ICT Conversation

For over 600 years, Seoul has served as the capital and centre of Korean culture. If you stroll through the city, remnants of its illustrious past mingle with signs of its modern present – and future. The ancient Dongdaemun (East Gate) sits alongside the Zaha Hadid-designed Dongdaemun Design Plaza – the new cultural hub for the historic district. Seoul is getting smart – and we’re referring to its burgeoning reputation as a world leader in technology, where high-speed communications are boosting business, as well as modern-day life.

Words Lane Nieset 2019

Boasting some of the world’s fastest Engineers) events, including next year’s DRIVING THE DIALOGUE Internet speeds — coupled with city-wide IEEE Wireless Communications and Part of why Seoul attracts organizations WiFi coverage — Seoul’s ICT industry is Networking Conference 2020 and the like IEEE is its innovative relationship with SEPTEMBER not only connecting visitors convening IEEE MTT-S Wireless Power Transfer technology. Instead of merely responding in the city, it’s making the city one of the Conference (WPTC) 2020 — which will to the “Fourth Industrial Revolution,” 63 \ most connected places on the planet. bring a combined attendance of 1,200 to the city wants to be the one driving town. the conversation, acting as a hotbed GLOBAL INNOVATION POWERHOUSE for research and growth by offering IEEE, which was established in 1963 and associations the tools they need to be part Korea ranks as the world’s eleventh- includes more than 422,000 members of the dialogue and make a difference. largest economy, and ICT is one of its spread throughout over 160 countries, most significant exports. According to established its Seoul Section in 1978. Over “There are numerous appeals to Seoul as the World Economic Forum Global 40 years later, IEEE, the world’s largest a venue for IT-related conferences, but Competitiveness Report 2018, Korea is technical professional organization for the most notably, having the world's best IT the world’s champion when it comes to advancement of technology, continues infrastructure, a convenient geographic broad-based ICT adoption, scoring nearly to facilitate knowledge-sharing between location, large convention centres, perfect at 91.3. The report also ranks Korea local and international members as part convenient public transport and high-quality eighth on the innovation pillar for its of its role to “advance technology for the accommodation are the charms of the city,” role as a global innovation powerhouse, benefit of humanity” — a role the city of says Professor Kyung Mu Lee, ICCV since the country is home to some of the Seoul also takes quite seriously. As chair (International Conference on Computer world’s highest penetration rates of ICTs. of the Seoul Section, Jong Chang Yi, says Vision) general chair and Computer Vision Foundation (CVF) Advisory Board In 2019, Seoul held on to its third-place on the site’s welcome page, “It is now our member. UIA (Union of International Associations) obligation to welcome the young generations ranking for the fourth year in a row. The to form their own specialized groups and In 2015, Coex provided bidding clinic city serves as a regular host to many IEEE pave their ways into building the right blocks support for ICCV 2019. The premier (Institute of Electrical and Electronics for the [ICT community].” international computer vision event will

DESTINATIONS \ SEOUL DONGDAEMUN DESIGN PLAZA bring 5,000 attendees (4,500 of which ordering groceries. It’s even said that “the are coming from overseas) to Seoul in consumption of content in Seoul is more October for the week-long event. As digital than ever.” This refers to how people Seoul’s City- Professor Lee puts it: “ICCV is the world’s consume popular hallyu, or “Korean most important and representative conference Wave” content, by streaming TV dramas Wide Support in the field of artificial intelligence. It is or participating in online gaming on their smart phone device. Seoul’s digital-savvy mindset very meaningful and encouraging that this makes it easy for international influential, large-scale academic conference In the 20 years since Korea’s late-90s planners to tour venue facilities is to be held in Seoul at this moment of AI broadband boom and the first official anywhere they are in the world with just a click of a mouse. And becoming one of the big topics around the World Cyber Games, which debuted in world. Not only is the ICCV 2019 more than thanks to resources like the Seoul Seoul in 2001, people have moved from MICE Alliance (SMA), a partnership twice its normal size, many new technical PCs to modern mobiles, all thanks to .” between government agencies breakthroughs will be announced in content the quality of the country’s high-speed and private-sector organizations, Coex Convention & Exhibition Center, Internet. And in June, just three months planners who work with member considered “Korea’s Venue of Choice,” after 5G rolled out, more than a million companies reap even more bene- offers four exhibition halls and 54 meeting Koreans switched to the fifth-generation fits in terms of bidding and hosting 2019 events. In fact, the PLUS Seoul rooms, plus three five-star hotels, Asia’s cellular network, which, “facilitates the program can support them every largest shopping mall, two theatres, and operation of fourth industrial revolution step of the way. the city’s only airport terminal. It’s also technology, such as virtual reality, automatic “The factors that led to the success the only convention centre in Korea to driving, and IoT technology,” according to of ICCV 2019 are the strengths and receive convention support services on Seoul Convention Bureau’s latest MICE attractiveness of the host city, Seoul, SEPTEMBER a district level. Coex hosts over 2,000 Trend newsletter. and its largest convention centre, meetings and events per year, including Coex, which offered thorough 65 \ “It’s very impressive to see the Seoul preparation [plans and services for some of the country’s most notable, such Metropolitan government actively working the conference],” Lee says. “This as the 2010 G-20 Seoul Summit and the toward to expand human resources in many year, the exhibition programs of 2012 Seoul Nuclear Security Summit. IT related areas, especially in AI and Big various companies significantly ,” Professor Lee adds. One of the best increased compared to previous Lee counts the convention centre as Data conferences. It’s a great opportunity examples is the new LG Sciencepark, a one of the factors that boosted the to see the development of computer participation response for ICCV 2019, 26-building campus—one of the world’s vision and artificial intelligence largest corporate research campuses—in adding that “participation in exhibitions by technologies and how they apply Seoul’s R&D-focused Magok District. to real products and services. Plus, leading companies around the world will The 1.1 million-sqm campus acts as the we can showcase attractions in be a good opportunity to gauge the current world research headquarters for LG Seoul, which beautifully blends its status and future of cutting-edge artificial Group’s consumer electronics business, 600-year-old tradition with its image intelligence and computer vision technology. I as a high-tech city.” accommodating 24,000 LG researchers think that this event will be a new momentum and engineers, in addition to serving as to innovate in the AI academia and industry a new scientific hub for South Korea. As in Korea.” Ju-Hwan Shin, managing director of LG Science Park Business Unit/Construction CONNECTING A CULTURE Drive Division, said in a statement about Thanks to local manufacturers like LG the “next-generation” campus: "All design and Samsung, citizens in Seoul use decisions were made from the perspective of Contact [email protected] \ www.miceseoul.com smart phones for practically everything, researchers, with research productivity and from banking and hailing taxes to the synergy of fusion in mind.”

DESTINATIONS \ SEOUL

THIS STROY IS PART OF BOARDROOM’S LEGACY SERIES, WHERE WE TAKE A DEEP JOURNALISTIC DIVE INTO HOW CONFERENCES

BOARDROOM BOARDROOM LEGACY SERIES CAN LEAVE A LASTING LEGACY IN THE CITIES OR REGIONS WHERE THEY’RE HELD... AND BEYOND. Today’s Business Events Serve 66 \ BOARDROOM MAGAZINE BOARDROOM \ 66 Tomorrow’s Generation

What is the real power of association conferences? The hot topic has become part of the core of Business Events Sarawak or BESarawak (formerly Sarawak Convention Bureau) that is now looking beyond the narrow limits of business tourism financial benefits. Malaysia’s biggest state and second-tier conference destination with rapidly-increasing popularity has recently expanded its focus towards the social impact and remote legacy meetings can leave behind.

WORDS VICKY KOFFA ESarawak’s Redefining Global Tribes (RGT) campaign began in 2017 and has received much praise among the meetings industry experts putting out tribal values of community, identity and unity. The innovative campaign has helped Sarawak win a Bplace both in conference organizers and delegates’ hearts alike as the state has been moving up the rankings of the global market. According to the International Congress and Convention Association (ICCA)’s global ranking report released in May, Malaysia is ranked 9th in the region with Sarawak being a huge contributor in the nation’s success, while Kuching, the capital of Sarawak, shot to #32 on the city rankings. Such great success means only the beginning of progressive ideas and values for the state, who is yet again rising to the challenge of a new era.

New year, new focus The start of 2019 found the bureau with a new name, image and a diverse focal point which heightens the intangible pay- back of business events. Not so long ago business events were assessed merely by delegate expenditure on travelling, shopping, commuting, eating and sleeping. BESarawak’s contribution has reached over RM720 million in total since 2006. The economic impact is only the facade of what business events can offer society. BESarawak is now eager to demonstrate that the power of knowledge and the power of associations and academia can advance research, science and innovation. Using the global network of an international association new talent will flood in the country creating clusters and higher standards for any industry. Chief Operating Officer of BESarawak, Amelia Roziman, shares that “BESarawak’s focus this year is on advocating legacy impact in every business event held in this state. This means looking beyond the economic input and expanding our focus to the significance of conferences through the promotion and usage of knowledge exchanged to have a positive effect on various areas of sectors. Asides from sharing knowledge and expanding our education outcomes, we are also measuring business events’ capability to enhance future research capacities and fundraising opportunities, and whether it can reform public policies or even create new ones.” The visionary target will not be achieved without close collaboration and support. Business Events Sarawak and the Sarawak government have placed 7 Key Focus Areas (KFAs) as crucial factors, namely Urban Development & Redevelop- ment (inclusive of the Sarawak Corridor of Renewable Energy), Social, Environmental and Agricultural Development plus

BOARDROOM LEGACY SERIESEDITOR’S \ SARAWAK PAGES Service Industry and Digital Economy. These distinctive ele- find the possibilities to produce a sustainable coffee cultiva- ments of community growth are set to trigger a domino effect tion model in rainforests. Particularly, to solve the lowland and of impactful motions in their respective areas in favour of the warmer climate challenges by introducing the right species state and the nation. and varieties of coffee and introducing the knowledge of modern coffee cultivation to the Sarawak state. “Associations are vying for a bigger purpose that is closely linked to their objectives, hence government support is unquestionably vital,” Coffee cultivation in Sarawak has been growing rapidly, but the Amelia emphasizes. “Regardless of which market we are aiming local tribes need the right guidance and knowledge in order for (this year we have set our sights on ASEAN countries, Aus- to enter the global market successfully. The Symposium man- tralia and Europe), the support that is received from the government aged to do just that; well-known speakers and international such as local government agencies and industry partners is undi- coffee education systems such as “CoffeeCraftsman Educa- vided.” This support is prominent in every step of the way, even tion” from Germany, which was brought to Sarawak right after before bidding begins, making the planning of a conference as the Borneo Coffee Symposium, provided tailor-made support smooth as it gets. for local coffee growers. In fact, Sarawak is creating a win-win situation with its Leg- Events like the “Liberica Coffee Roasting Competition” and acy Impact Programme. Through helping associations fulfil “Cross-Species Coffee Cupping” that happened during the their ‘ ’ and leave a legacy by leveraging from this bigger purpose Symposium were also organized to support the direction of support, the state reaps the benefits of economic growth and the right coffee species for the region. Dr. Kenny Lee Wee Ting, knowledge influx, which in turn leads to better standard of liv- founder of Earthlings Coffee Workshop, believes that “ ing for the future generations. with proper coffee education and the thorough understanding of the Four major pillars of legacy impacts laid out by BESarawak global coffee market, coffee is a type of environmentally-friendly are meant to vest more power to business events in order crop that would benefit Sarawak not only financially, but also in to extract their full value and drive change. These pillars are terms of helping to protect our natural environment.” identified as Advancing the Field, Economic Outcomes, Com- munity Benefits and Public Policy. The first assigns the leading Dr. Lee is optimistic about the future of coffee in Sarawak: I“ am role to local associations and global networking, which will quite confident to say that the future of Sarawak coffee cultivation lead to wider trade opportunities and industrial development. will go toward the direction of a “high-quality, small scale estate or Cultural, social and public welfare outcomes can be achieved garden coffee” model - where coffee would not be planted in mass for the community, which in turn can also benefit by policy scale, but instead, will be produced by individual coffee growers changes. from different villages with knowledge of growing and processing 68 \ BOARDROOM MAGAZINE BOARDROOM \ 68 .” The forward-looking mentality is already taking root in Malay- high-quality coffee sia. Conferences such as the 2019 Borneo Coffee Symposium The Symposium made great impact within the government. and the 8th International Conference on Bioprocessing, both The Ministry of Modernisation of Agriculture, Native Land and held recently in Sarawak, have had tangible effects in their Regional Development has already increased financial invest- respective sectors. ment for coffee planting and is now looking into socio-economic benefits for farmers in crop diversification, moving from subsistence to specialty production, recognition of farmer The 2019 Borneo identity and their contribution to labour and identity of state Coffee Symposium too. The signing of the Memorandum of Understanding (MoU) Business events had the sweet taste of coffee on 6 and 7 April between the Sarawak government represented by Depart- this year during the very first Borneo Coffee Symposium, held ment of Agriculture Sarawak (DOA) and Earthlings Coffee at the Old Court House in Kuching. Over 250 renowned cof- Workshop on the last day of the Symposium proves the point fee scientists as well as experienced coffee farmers and estate of collaboration and mutual benefit deriving from business owners gathered in East Malaysia, on the island of Borneo, all events. Based on BESarawak’s drivers, the acquired knowledge sharing the same purpose: to show the world the potential of and skills gained at the Symposium provides a platform for the high-quality coffee cultivation in the area in a sustainable way. formation of new associations in the industry with the goal Organized by Earthlings Coffee Workshop, the Symposium to educate the younger generation and put Borneo on the was the first of its kind to be held in Borneo and aimed to world’s coffee map. The immediate impact of the Symposium is indisputable as every coffee related business segments in Sarawak or even entire Malaysia will benefit from the rise of local grown coffee How Sarawak independent of brand identity or cost considerations. In the long run, such a knowledge intensive symposium will stir the measure impact waters for coffee players in Malaysia, forcing them to update Steering its efforts to analyse what lies deep under the sur- their products and market knowledge in order to catch up face of business events, BESarawak made a forward-look- with the international competition. According to Dr. Lee “this ing alliance with consultancy group GainingEdge and two would lead to a healthier competition throughout the whole coffee major universities in March 2019 to conduct a study on industrial chain in Sarawak. If everyone in the industry demand hosting conventions in Sarawak, enabling an estimated better quality coffee and have the knowledge to produce it, they 5,000 delegates to make an impact in the local community ” upon completing the allocated feedback form. To date, 10 will surely work with the local farmers to reach the desired result. conferences have agreed to participate. Amelia elaborates: “What is distinct about this is that The 8th International Conference Sarawak is one of the very few destinations in the world conducting such a study, with each feedback form worth 1 on Bioprocessing US Dollar, donated by BESarawak to the Chumbaka Junior Innovate Fund. This entitles us to purchase up to 74 digital In the same spirit of innovation and knowledge, the 8th Interna- learning kits for 1,000 rural school children in Sarawak to tional Conference on Bioprocessing (IBA-IFIBiop 2019) took give them a head start in learning future technological place at the Imperial Hotel Miri, making this its first visit in skills.” Sarawak. During the five first days of May this year, this con- The reward for the delegates who choose Sarawak comes in the form of a unique experience of work and fun. During

ference brought together scientists, engineers, and experts to 2019 deliberate on developments in the field of bioenergy and bio- IMEX in Frankfurt this past May, the bureau soft-launched its latest campaign, Redefining Global Tribes – Impact fuels, food technology and engineering, industrial biotechnol- (#RGTimpact), a three-year collaborative campaign with ogy, environmental biotechnology and upstream and down- Sarawak Tourism Board to boost the economic impact stream bioprocesses. Organized biennially by the International and the State Planning Unit (SPU) to yield legacy impact

Bioprocessing Association (IBA), the conference has attracted and diversify the return of investment in business events. SEPTEMBER many participants worldwide in the past. A segment of this campaign is the recently-announced ‘I Want to Discover Sarawak” contest, which offers delegates 69 \ Under the theme ‘Bridging Sustainability and Industrial Rev- the opportunity to relax and meet Sarawak’s wonders. olution through Green Bioprocessing’, the event aimed to provide a platform for participants from various industries and academic institutions to share thoughts and views on the bioprocesses and biotechnology, while developing research shift to renewable resources is necessary to ensure long-term energy connections and networking. A highlight was the discussions supplies. Thus, bioprocessing application displays a promising out- on new technologies related to bioprocessing and biomass look in search for energy alternatives which are renewable and energy, which is aligned with Sarawak Corridor of Renewable environmentally friendly and could meet the future world energy Energy (SCORE) initiatives focusing on palm oil industry. demand.’ According to Dr. Bridgid Chin Lai Fui, Senior Lecturer for Bold initiatives such as the one of the Malaysian government Curtin University of Technology at the Sarawak Campus and to promote extensively the research on renewable energy co-chair of the conference, ‘industrial bioprocessing is key to fac- in the 8-10th Malaysian Plans in order to increase the use of ing the challenges of the provision of food, water and energy sup- renewable energy up to 11% in the year of 2020, bear proof plies, environmental issues and climate change humanity is facing that such heavyweight conventions help raise the world’s due to global population and urban growth. The technology has the awareness when needed. power to bring future economic development not only for Sarawak and Malaysia but also on a global level.’ In her opinion, ‘bioprocessing application involving biotechnology and natural based products that are being converted into industrial Contact [email protected] \ www.businesseventssarawak.com setting can fuel the current and future world economic powerhouses. In addressing the fossil fuel depletion and climate change threats, a

BOARDROOM LEGACY SERIESEDITOR’S \ SARAWAK PAGES Meet in Switzerland’s Highest-Knowledge City

A congress city with a long tradition of hosting meetings of all sizes and formats, Davos is perhaps best known as the venue of the World Economic Forum, which gathers around 3,000 leading figures from the worlds of business, politics and science every year. As such, it has all the expertise and the capacity to host association events, as Professor Geoff Richards, Director, AO Research Institute Davos, can surely testify.

Words Rémi Dévé

70 \ BOARDROOM MAGAZINE BOARDROOM \ 70 The highest-altitude city and the largest Director of the AO Research Institute every year in December since 1960 in municipality in Switzerland in terms of Davos, one of the four institutes of Davos and since 1969 at Davos Congress surface area, Davos has since long been the AO Foundation, Professor Geoff Centre”, says Professor Richards. “It established as a congress, research and Richards has been organizing the brings together around 1,500 surgeons clinic destination. What was once only eCM Conferences for some time from different specialties, from spine to a health resort has developed into what now. As the place where clinicians trauma and veterinary and now re-con is known today as Science City Davos. and industry meet, it brings together, (joint replacement). The Foundation is the The knowledge accumulated here – by design, a rather limited number of biggest educator in this field in the world. participants (max 200) to ensure ample primarily in the fields of natural science We run numerous courses around the world opportunities for knowledge sharing in and medicine – has been passed on every year: there were 832 educational basic, translational and clinical research. since the beginning of the 20th century. events (courses, seminars and symposia) in In this context, scientists of all kinds, 2018, plus 53 courses for operational room In that regards, the AO Foundation leads including biologists, engineers and personnel (ORP) – and our pinnacle courses the way in the treatment of trauma and material experts, bring clinical problems are in Davos. Overall we taught around disorders of the musculoskeletal system. to the table, consider industrial 61,000 surgeons and 2,400 ORP last year Founded in 1958 as a medically guided, requirements of possible solutions and on operations skills and basic knowledge not-for-profit organization led by an often initiate collaborative projects to behind surgeries.” answer these clinical problems. international group of surgeons, it has Historically, because there was a need now a global network of over 200,000 “But our flagship congress is the one that for a place to hold some advanced healthcare professionals. the AO Foundation has been running training courses in several fields, the Davos Congress Centre was built in 1969, where the World Economic Forum has been held every year since 1971. As Davos progressively developed into an internationally known congress location, the Congress Centre was extended in 1979, and again in 1989 and 2010, to cope with an ever-increasing number of participants. Today, Davos Congress Centre has an overall capacity KLOSTERS DAVOS © DESTINATION of 5,000 participants. 2019 “With respect to holding a congress at Davos Congress Centre, nearly everything can be organized for you by Davos Congress and its PCO service, which is very convenient.” says Professor Richards. SEPTEMBER “Accommodation can be booked through their website, from budget hotels to all- 71 \ stars facilities. In general, rates are cheaper than in the rest of Europe, and the quality is good. Davos Congress Centre can cater to all needs from budget congresses to high- end events such as the World Economic Forum of course, which I personally attend each year. The venue is really of top quality and its staff very flexible and professional. There are many rooms that can be used for parallel meetings and its large, lecture hall can accommodate up to 1,800 pax. I have just run my eCM congress on bone infection there, and it was flawless.”

More info on Davos: [email protected] \ www.davos.ch/meetingplace

and on Switzerland: [email protected] \ www.MySwitzerland.com/meetings PLENARSAAL, DAVOS CONGRESS CENTRE

DESTINATIONS \ SWITZERLAND 72 \ BOARDROOM MAGAZINE parliament approved early 2017aStartup Law and new tax for pre-seed andseedinvestments. Lastbut not least, the Latvian visiting entrepreneurs, alongwith a€15millionaccelerator fund income tax.The authorities alsointroduced astartup visafor lays out aspecial taxregime forstartups tosave onsocial and of the Latvian government, which, in2016,passedlegislation that In thiscontext, startups have benefitted from the strongsupport groups allother bonusesand support startups cancount on. i.e. fundingandopportunities tosave costs,and‘cool stuff’, which Startup Launchpad – it is divided into two categories: ‘money’, known as“Welcome Pack” ever since, inthe framework of a startups which chooseLatvia astheir home-base. Thishasbeen offered a range of initiatives andsupport mechanismsforthe the government of Latvia joined handswith the ecosystem and movement was takingthe country by stormafew years back, The startup scene wasn’t, of course, born overnight. Asthe TAKEN BY STORM before expanding internationally. its capital asthe perfect sandbox forcompanies totest products set their sights onthe bigger picture, positioning the country and Latvian market isrelatively small,but innovators of allkindshave have global ambitions. With apopulation of under twomillion,the Riga ishome toagrowing startup scene, where localentrepreneurs also surely thegreatest tourist attraction in Latvia, seducingmore andmore Arguably oneofthemost beautiful destinations intheBalticstates, Riga is visitors each and every year.visitors each andevery Lesser knownperhapsisthecity’s booming Think aboutRiga andimmediately images ofagreen cityfilledwithArt Nouveau andwoodenarchitecture from the19 How Startups Can Propel startup scene, richininnovative laboratories – theperfect place, for a City intothe Future instance, to host ahi-tech conference on5G. Words RémiDévé sandy beaches, beautiful forests andrecreational sites are amere requires days off to recover from timetotime,”he says. “ Wild nature, startups toflourish but alsothe natural one.“Doing business 24/7 Jekabs doesn’t only emphasize the business environment for really well takencare of from apublicsector point of view.” the widerange of government support -theLatvian startup scene is stage all the way to the scaling of your business. Important as well is financial, material and consultancy support available, from the idea ideal placefor abusiness that requires rapid growth. There's also the just fifteen minutes away from thecentre of Riga… allthis makes itthe highly skilled talent available andthebiggest airportintheBaltics one of thefastest internet connections intheworld,great infrastructure, environment as Western Europe, but with lowerliving costs. We have part of theEUandEurozone, andit fosters thesame business Executive Director of the Latvian Startup Association. “We are “Riga is auniqueplacefor startups togrow,” says Jekabs Dambergs, and corporate supporters, investors andother players. accelerators andother ecosystem service providers, individual startup founders andemployees, co-working spaces, incubators, stakeholders of the Latvian startup community –startups, the country andbeyond. Built oncommon values, it gathers mobilizes its memberstomake the voice of startups heard in Founded in2016,Startin.LV, the Latvian Startup Association, two complimentary typesof taxsupport forqualified startups. regime – it’s actually one of a kind in Europe – providing a further th century conjure century up. © NATIONAL LIBRARY OF LATVIA OF LIBRARY © NATIONAL

QUARTERLY CONFERENCE OF STARTIN, THE LATVIAN STARTUP ASSOCIATION 2019

number of clicks, the most suitable suppliers. There is a special 30-minute drive from the city centre. Riga is really a good place both search engine which allows you to find the perfect venue based to live and work.” on your size and capacity requirements. Information on local SEPTEMBER In this context, Riga Technical University (RTU) – which boasts agencies and local know-how is also easily available. space for meetings by the way! – also offers support for those \ 73 wanting to go the extra mile. Its researchers provide, for example, When it comes to meetings indeed, Riga, in general, offers project development services in accordance with business needs, affordable room rates in its recently renovated or new hotels (there are 8,000 rooms catering to all kinds of budget all over town, and and access to independent laboratories and research centres. In an additional 1500 in the pipeline). The city’s main venues, sights terms of design and prototyping, they also can ensure invention and hotels all lie within walking distance of one another, and since prototype design, experimental production, testing, and product Riga is so compact and easy to navigate, delegates can save time upgrade, as well as contracted work, consultative services on and money on transfers, since they may not even need to use product design and development, and prototyping and testing at transportation at all. In addition to hotels, most of which have all levels of complexity. conference space, two large multifunctional conference centres in Latvia’s capital city can host meetings up to 1,100 delegates HARDLY A SURPRISE theatre style. Riga has recently raised the bar by becoming one of the first Plus, the airport conveniently sits just 9 km from the city centre. countries in Europe to launch a 5G mobile network. It comes Associations can also easily tack on a trip to the nearby resort hardly a surprise the city, every year, hosts the 5G Techritory town Jurmala, which sits along the Gulf of Riga just 24 km from the conference, a forum bringing together about 700 senior city centre, offering delegates two entirely different experiences participants and industry experts from all over the world, who less than half an hour away from one another. discuss and share their insights on the future of mobile networks – and what it means both for society and businesses.

Surfing on the trend, MEET RIGA, the official city convention Contact bureau, recently updated its www.MeetRiga.com portal with [email protected] \ www.MeetRiga.com/en additional features, helping meeting planners find, in the least

DESTINATIONS \ RIGA environment with in harmony is where event a country Monaco, your event. Choose Monaco and take advantage of our expertise to guarantee the success of and isrecognized for its expertiseintheorganizationofgreen events. sustainability to related conferences numerous hosts Monaco of Principality The carbon neutrality by2050. achieving and 2030 in 50% by emissions gas greenhouse reducing of All MICE professionals are already committed to the energy transition, with the goal Most ofthehotelsandconventioncenter, GrimaldiForum,are eco-certified. universal challengeslinkedtotheenvironment. tackle to II, Albert Prince H.S.H. Sovereign, its by mobilized country a is Monaco YOUREVENT MONACONEEDS www.monaconventionbureau.com OLWU @MonacoCVB FOLLOW US Monaco Convention Bureau

www.colibri.mc environment with in harmony is where event a country Monaco, your event. Choose Monaco and take advantage of our expertise to guarantee the success of and isrecognized foritsexpertiseintheorganizationofgreen events. sustainability to related conferences numerous hosts Monaco of Principality The carbon neutrality by2050. achieving and 2030 in 50% by emissions gas greenhouse reducing of All MICE professionals are already committed to the energy transition, with the goal Most ofthehotelsandconventioncenter, GrimaldiForum,are eco-certified. universal challengeslinkedtotheenvironment. tackle to II, Albert Prince H.S.H. Sovereign, its by mobilized country a is Monaco YOUREVENT MONACONEEDS www.monaconventionbureau.com OLWU @MonacoCVB FOLLOW US Monaco Convention Bureau

www.colibri.mc style, it canseat up to300people, d’Hiver imitating the classic ArtDeco eponymous room of the formerSporting the Salle des Arts.Aperfect replica of the destination. Amongthose,let’s highlight rooms strengthens, the MICEoffer of the a total area of 1445 sqm and 9 meeting and cocktailreceptions. The venue, with hosting exhibitions, conventions, seminars, centre, offering multiple options for brand-new OneMonte-Carlo conference Mer Group inaugurated, inJune 2019, its The Monte-Carlo Société des Bains de 3000 delegates. which can accommodate from 400to centre, the Grimaldi ForumMonaco, from a high-tech, eco-certified convention all categories of hotels at walking distance takes advantage of 2,500rooms within the mostideal conditions. The city-state of thissmall country for several days in the possibility toexperience the assets Monaco offers international organizations With a2-sqkm territory, the Principality of OCEANOGRAPHIC MUSEUM OF MONACO Postcards from the Principality destination ofexcellence andexpertise.Timehascome to write aboutthe associations highstandards alongsideeco-friendly facilities andstunning views, Monacoviews, hasbeenworkinghard to consolidate its positionasa A multicultural destination withanimpressive reputation that offers latest noveltiesofadestination stand whichseemsto never still. Marine Turtles”. This open-air area of exciting place, called ‘The Odyssey of Albert the 1 Monaco’s great-great-grandfather Prince founded by H.S.H.Prince Albert IIof Oceanographic Museum of Monaco, Last but not least, the iconic accommodating up to300people. is the ideal place forcocktailreceptions, In addition, the terrace onthe 7 and the Azzura Barforcoffee and snacks. Corner, the restaurant Azzura formeals, Principality: afoodtruck at the Wojo and bringsnew typesof cuisinetothe host groups up to200participants a multipurpose hallof 250sqm,can with its 530 sqm of meeting rooms and office space, wifi, printers, etc. The hotel, can have access toamenities such as a co-working space where delegates to its guests. It houses the Wojo Corner, Monte-Carlo offers aunique experience three-star, recently renovated Novotel a shortwalk from the train station, the Located inthe heart of the Principality, st Words RémiDévé , recently created anew, th floor in Barcelona (19-21November 2019). Houston (27-30October 2019) and IBTM attend ICCA AnnualCongress 2019in The Monaco Convention Bureau will 50 and48respectively. Salle Princesse Alice accommodate up to people, while the Salle Hirondelle andthe the Salle des Tortues hostsup to100 view complete the offer of the Museum: space, three new breakout rooms with sea taken to preserve them. Next to this unique nesting habits tothe actions being that threaten their existence, from their turtles, from their life cycle tothe dangers guests on afabulous discovery of sea up to 100 people. The installation takes Sea, can be privatized inthe evening for Museum overlooking the Mediterranean 550 sqm,made inthe extension of the www.monaconventionbureau.com [email protected] \ Contact DESTINATIONS \MONACO

75 \ SEPTEMBER 2019 The Secret to Successful Social Value

Before planning a conference, there’s a few questions to consider: Who does this event affect? What will attendees find to be important and how can organisers incorporate these aspects? What value does the event have for society in a larger context? And what may actually be a net drain on society?

Words Lane Nieset

“Events respond to a need among a community or group to meet Another key approach for venues to find their footing in the neighbourhood is by looking to new opportunities that could offer around specific themes, which can be anything from water management potential value to the surrounding community or environment. “ and horticulture to drones,” wrote RAI Amsterdam’s CSR manager, It is Stephanie Mathas, in a recent article. “The success of your event a loss for society when any potential value that you could offer through 76 \ BOARDROOM MAGAZINE BOARDROOM \ 76 depends on how well you can respond to the requirements of potential or via your event is left unrealised, especially since there are often plenty ,” Mathas writes. “ and current exhibitors and visitors. But there are many other needs and of ways to make that happen Look around and get a feel for what's going on and who might need what you have to offer. If parties for which you can also create value—your event doesn’t take place you view your event purely as a closed economic system, you sell it short.” in a vacuum, but in a context in which you encounter a variety of social needs.” RAI Amsterdam, for example, has opened up its potential value by catering to the needs of local organisations like HeenenWeer Context is key. By paying attention to the needs to the community— Foundation, a social service for those living in the De Pijp and as well as delegates—associations can ensure they’re enhancing their Rivierenbuurt districts. Residents who are unable to walk short event’s social value to the fullest, while tackling social challenges as distances are matched with one of the foundation’s social volunteer they arise along the way. drivers, who can transport them to the market or a doctor’s appointment. The foundation parks its electric vehicles at residential NEIGHBOURHOOD VENUE care center d’Oude Raai, which is under renovation until 2020. RAI RAI Amsterdam is one venue that treats itself more as a neighbour Amsterdam acknowledged this need for temporary parking and than a conventional conference centre. Since the venue sits in the swiftly responded to fill the gap by offering free parking facilities for heart of Amsterdam, RAI Amsterdam works closely with organisers the four green cars. to limit noise and traffic congestion—pesky issues that inconvenience “As an event organiser, you can generate a lot of value,” Mathas writes. local residents. Instead of waiting for neighbours to complain about “The question is: Who needs it? Or turn the question around: What social these problems, RAI Amsterdam takes a proactive approach to see needs are there and how can you contribute to meeting them with your how the venue (and organisers) can reduce concerns before they event? Finding the answers requires matchmaking, which fortunately is become critical concerns. something our industry is good at.” RAI AMSTERDAM HAS AN ONGOING PARTNERSHIP WITH THE SALVATION ARMY. 2019

CSR POWER MOVE eco-friendly, seasonal, organic, and regional ingredients to serve SEPTEMBER Not all waste is created—and disposed of—equally. It’s a known fact delegates during conferences. As a response, RAI Amsterdam launched Heartwarming Amsterdam, and switched to organic and

that conferences generate a variety of waste, from display materials 77 \ to food from catering. But the way this waste is reused adds a new sustainable alternatives, such as sustainably caught fish from the type of value, particularly when it’s donated back to the community North Sea and animal-friendly choices like free-range veal in place in a manner that shows off tangible good. RAI Amsterdam will of meat from boxed calves. In the process, the venue supports introduce the concept of a “donation room” for the first time during small-scale producers in the metropolitan area and adds value to an event in September, offering exhibitors a list of social initiatives so the region as a whole—not to mention doing its part to support they know where their donated items are being distributed in the the United Nations’ 2030 Sustainable Development Goals. Now, community. A similar initiative is the ongoing partnership with the by sponsoring initiatives like free Thursday lunch at Salvation Salvation Army in Bij Bosshardt, in the north of Amsterdam, where Army, the venue—along with the associations hosting conferences RAI Amsterdam sponsors a free lunch programme every Thursday. in Amsterdam—is giving back in a way that directly benefits the community. “Lots of food is prepared in the kitchens of the RAI Amsterdam, and every “ week, part of this food, which would otherwise be thrown out, is allocated At Bij Bosshardt, an initiative of the Salvation Army, we think this is a ,” van Lambalgen says. “ to us,” says Yvonne van Lambalgen, Bij Bosshardt Salvation Army great initiative by the RAI Amsterdam It helps captain. “This enables us to offer some 50 neighbourhood residents a free keep people fed, and also creates valuable friendships by facilitating hot meal every Thursday. The people who come to eat here would probably meetings and allowing people to enjoy a meal together. This has a positive .” not meet in other circumstances—they are often lonely individuals on a impact on reducing loneliness in the city, and thus our society as a whole tight budget.”

Part of RAI Amsterdam’s sustainable catering program, the Contact Heartwarming Amsterdam concept was dreamt up years ago as a [email protected] \ www.rai.nl way to incorporate ingredients with added value into the venue’s kitchen—which processes 500 tonnes of food a year. Associations were increasingly asking for sustainable catering, looking for Stephanie Mathas’ blog can be accessed through the website of Amsterdam Rai.

DESTINATIONS \ AMSTERDAM 78 \ BOARDROOM MAGAZINE project of sixinstitutes of the Academy of AI inthe country oncentre stage. Thejoint Projects like BIOCEVare equally putting ENGAGEMENT &COLLABORATION small andmedium-sized companies. of technologies andsolutions forCzech for the advanced development andtransfer Industry 4.0isbeingdeveloped primarily this centre, the first extensive Testbed for international research centres. Within collaboration with other localand at the CTU through interdisciplinary and cybernetic research andeducation with the goal tointegrate information artificial intelligence andcomputer graphics places its focuson fields like robotics, The rapidly developing research institute new relatively unknown sectorcalled AI. governmental support toventure intothis talent, the knowledge andthe necessary started the idea that the city possessesthe Technical University (CTU) inPrague kick- (CIIRC) back inJuly 2013by the Czech of Informatics, Robotics andCybernetics The establishment of the Czech Institute Republic hasmadeenormousstrides inthelast years few towards building also intheheart ofthispromising knowledge hub. Thecapital oftheCzech the way welive,andPrague findsitself not onlyintheheart ofEurope but Once science fiction, artificialintelligence (AI)ishere to change decisively a tenacious AIecosystem inaneffort to establish areputation asaworld- An ‘Intelligent’ Journey to Knowledge of the Development Potential of Artificial According tothe summaryreport “Analysis arise with the use of new technologies. economic growth which seemsto Prague isseizingthe opportunity for authorities.” last but not least, with regional andlocal Republic andwith commercial entities, and that are being implemented intheCzech Research Area, cooperation with other projects At BIOCEV, weemphasise theEuropean functioning of acentre of excellent research. is oneof thekeyelements of the concept and sphere both intheCzech Republicandabroad with other institutions andtheapplication diabetes andHIV. Engaging incollaboration that are afflicting society, such ascancer, therapeutic procedures for severe health issues been working todiscover newmedicaland researchers from all over the world have of BIOCEV, explains that “more than450 Professor MUDr. Pavel Martásek, Director in biomedicine andbiotechnology. to establish European Centre of Excellence faculties of Charles University inPrague aim Sciences of the Czech Republic andtwo class AIsuperhub. Words VickyKoffa smart urban mobility androbotics among research ingame theory, cybersecurity, AIC isadrivingforce forfoundational Diving intothe extended potential of AI, AI Center (AIC). in the Czech Republic, grouped under the powerful computer cluster forAIresearch the initiative that currently owns the most the Czech Technical University, resulted in Centre forInformatics (RCI), alsowithin CIIRC, the establishment of the Research into the application sphere. Alongwith out R&Dand transfer the research results focused centres were created tocarry To thisend,anumberof new application- TECHNOLOGY FROM RESEARCH TO APPLIED infrastructure. by SMEs supported by the appropriate by allpublic research institutions and in Czechia, R&DinAIisimplemented the challenges of the AI development the Czech Republic lastyear toaddress was published by the Government of Intelligence inthe Czech Republic”, which A ROBOT AT THE CZECH INSTITUTE OF INFORMATICS, ROBOTICS AND CYBERNETICS 2019 others. Findings get converted into building of the Innovation Strategy of the Czech These events seem to be just the beginning large-scale systems and technology Republic 2019–2030 (The Country for for Prague. Ambassadors like Professor transfer which has stimulated the creation the Future) and its main objective is to Martásek share their passion for their SEPTEMBER of several innovative tech companies, such make the Czech Republic an innovation country which can only attract more AI as AgentFly Technologies and Blindspot leader. Among its tasks is to ensure the conferences. “I am very honoured to be an 79 \ Solutions. development of responsible and trusted ambassador for Prague, whose history and The upsurge of the cluster has prompted AI and promote digital transformation presence are closely linked not only with the establishment, in May last year, of especially for startups. culture, but also with education and science. One of Prague’s greatest advantages is that the a much-needed support system for city is known throughout the world and many small businesses involved in AI. The AI AI CONFERENCES people want to come visit and often, they want Incubator, headquartered in Prague, Like-minded association conferences add to live here. Prague has a great reputation, a provides financial investment, specialised the final piece of the AI development jigsaw. unique location and a large concentration of networking, resources and business Last year Prague hosted the Joint Multi- universities and businesses, which also makes mentoring to start-ups focusing solely on Conference on Human-Level Artificial it attractive for young researchers. It has the AI with the goal to launch them into the Intelligence (HLAI) which took place at potential to become a centre for talents in the global market as successful companies. the Czech Technical University. Part of field of artificial intelligence and related start- With the organisation of AI Awards for the the program were debates on Biologically ups and companies.” Czech Republic, the Incubator goes one Inspired Cognitive Architectures and step further and introduces AI experts to Neural-Symbolic Learning and Reasoning. the general public. The conference took place for the first time The Czech government is following in Europe and was co-organised by the closely the development of the sector Czech company GoodAI. Regularly, the and has, therefore, approved the "National Future Port Conference with over 10,000 Contact Artificial Intelligence Strategy of the participants has been organised in Prague [email protected] \ Czech Republic" (NAIS) in May 2019. It with the aim to present what awaits us in www.pragueconvention.cz constitutes part of the implementation the near future.

DESTINATIONS / PRAGUE 80 \ BOARDROOM MAGAZINE can alsobeimported intothe app of any at anevent. Itisavery practical tool that be looking to attend a particular session navigate through the building, should they mobile application that helps visitors The Centre also recently finalised its own that was presented at the Summit. anticipating the implementation of anapp and localcommunities, the venue isnow with employees, neighbouring companies ways to improve local communication steps it is planning totake. Looking for some inspiration forthe next technological and modernisation, the PCC itself found Having gonethrough acomplex renovation is simply unique,” he commented. features can be beautifully combined, and that spectators andalot of parallel activities. Those you canhave both agreat show with alot of to their decision making.“It is aplacewhere and excellent technology –was essential the mainhall–which boastsagreat stage Congress Centre.” He explained that using that are as flexibleandprofessional as Prague UP21, said: “Prague does not have alot of places which co-organised the event together with Pavlečka, CEO of AirVentures Capital Fund for its uniqueness andknow-how. Václav The Prague Congress Centre was chosen Embraces Digital Transformation introduced themost promising European companies withbrightideas and from over50countries, took place at thePrague Congress Centre (PCC), it opportunity to discuss new ideasopportunity to discussnew for lookfor theirproduct development, As theStartupAs attended WorldCup &Summit, bymore than350startups sharp thinking.Apart from presentations ofthefinalists, startups hadan How aCongress Centre new investorsnew orconnect partners. withnew Vodafone Foundation Laboratory. best twoprojects tothe Silicon Valley orthe programme which, every year, bringsits model, CzechInvest with its CzechStarter to the recycled-plastics 3Dprinting competition andgave adeserved boost which recently organised its own innovation others, the Palacký University inOlomouc, innovation Let’s mention,among many supporting local startups andpromoting And in Prague, there are many investors successful once they attract investors. when they commence, they become highly though 78%of startups are self-financed of of numberof startup businesses. Even country itself ranks 6 Republic. According toNimbleFins, the become the startup hub of the Czech & Summit istestament toPrague having The hosting of the Startup World Cup and aninternet speedof 1500Mb/s. supported by over 300Wi-Fi access points and social mediapresentations –thisis and/or asaplatform foronlinescreening serve asaninhouse navigation system there are now over 190LEDscreens that rely ondigital navigation only. Inaddition, need forprinted navigation, andpeople can congress. This way the PCC minimisesthe Words NikolChumová th inEurope interms [email protected] \ praguecc.com Contact BOARDROOM ADVISORY BOARD

Silke Jennifer Giuseppe Mohamed Matthew R. Schlinnertz Fontanella Marletta Mezghani D’Uva FASAE, CAE, CEO Head of Director of Operations Managing Director Europe, Secretary General, International Operations & Events, and Finance, International Association of Corporate UITP: Advancing Public Association for the Study Euroheat & Power Studies Association (ISA) Counsel (ACC) Transport of Pain (IASP)

Appointed in July 2014, Jennifer has been with Prior to joining ACC, Mohamed worked at UITP Matthew has served as the Silke is in charge of the ISA since July 2014 when Giuseppe Marletta was as Senior Manager (1999- CEO for the IASP since 2019 oversight and management the association moved its the General Manager of 2001), Director Knowledge July 2015. He holds an of the Euroheat & Power headquarters to the Uni- the International Associ- and Membership Services MBA from the University office, events organisation versity of Connecticut. ation of Young Lawyers. (2001-2006) and Senior of Maryland and a bach- and relations with Euro- She is responsible for In his career, he has man- Adviser to the Secretary elor’s degree in Interna-

heat & Power members and the management of ISA aged several European and General (2006-2013). He tional Relations from Tufts SEPTEMBER partners. She joined Euro- headquarter staff and has international groups and also out several technical University. He is a Fellow

heat & Power in March responsibility for manag- associations, in the field assistance and training proof the American Society 81 \ 2011 from Colloquium ing the ISA's budget and of intercultural dialogue, jects in Africa and the Mid- of Association Executives Brussels, an international finances as well as coordi- policy making, project dle-East. He established the and has previously served events agency. nating future convention management as well as in UITP office for the Mid- as a member of the Board planning. the health sector. Giuseppe dle-East and North Africa of Directors of both ASAE is President of ESAE, the in Dubai. and the ASAE Foundation. European Society of Asso- ciation Executives.

Boardroom \ The Best Resource for Associations Address Digital Editor Boardroom is published 5 times a year: February, May, July, Vicky Koffa \ [email protected] Avenue des Volontaires 19 - 1160 Brussels – Belgium September, November \ P922075 Circulation: 8,000 copies. [email protected] \ www.boardroom.global \ Administration & Accounting The articles published in Boardroom are exclusively owned by T. +32 2 743 47 20 Frédéric Gandibleux \ Petra Sel the Publisher, unless mentioned otherwise. The right to use, af- Founder & Managing Partner [email protected] ter publication, part or all of any article in subsequent works has to be granted by the Publisher. Any other use or reproduction Cécile Koch \ [email protected] \ +32 487 17 70 25 Design of the work requires permission from the Publisher. Founder & Chief Editor Paf ! \ pafdesign.be \ [email protected] \ +32 2 743 47 28 Partner of Rémi Dévé \ [email protected] \ +32 487 17 70 73 Photographer ©Rodion Kutsaev (Cover) Strategic Relations Manager Responsible Publisher Joyce Wittelaar \ [email protected] KODE Publishing & Services MEDIA PARTNER Contributors Subscription Lane Nieset \ Chantelle Dietz \ Geneviève Leclerc \ Samantha Shankman \ Nikol Chumová \ Angeline van den Broecke \ Frank 98,50€ for 5 issues M. Waechter \ Davi Kaur \ Margaux Rundstadler To subscribe: [email protected] Azerbaijan An Emerging Association Hub

Throughout its rich history, Azerbaijan served as a business hub, a place where trades of all kinds were exchanged along the Silk Road. Centuries later, the country is once again competing on the international scene, having all it takes to be a successful business events destination.

Words Rémi Dévé

BAKU CONVENTION CENTRE HEYDAR ALIYEV CENTRE

It might not be the first name that comes As a result, meeting venues have popped up with traditional teahouses, restaurants, old to mind when planning a conference, yet everywhere. Among them, let’s mention the mosques and hamams. Azerbaijan is slowly but surely becoming a iconic Flame Towers, the brand-new Baku Then there is the waterfront promenade sought-after location, with socio-economic Convention Centre and the awe-inspiring 82 \ BOARDROOM MAGAZINE BOARDROOM \ 82 and the contemporary skyline, reminiscent changes having deeply transformed it over Heydar Aliyev Centre — all of which can of a modern metropolis, making an all-the- the last two decades. provide the ideal setting for conferences. more-striking contrast. The city also boasts A much-needed boost certainly came from Moreover, Azerbaijan’s world-famous sense a vibrant nightlife with everything from the hosting of the Eurovision Song Contest of hospitality means guests are warmly contemporary clubs to intimate wine bars. in 2012, as it broadcasted the skills and welcomed and provided with high standards Even beyond Baku, there is lots to explore. competencies of the country to the world of service. For example, Gobustan area is home to in terms of organising events of global Petroleum and natural gas are the country’s an extraordinary collection of over 6,000 magnitude. Since then, the country has major industries, along with steel, iron ore prehistoric petroglyphs charting ancient ways of life. The area is also a great place invested in world-class conference facilities, and cement. But the development of the to discover why Azerbaijan is known as starting with an award-winning international tourism industry is currently a major priority the mud volcano capital of the world — the airport. It has also hosted a gamut of events and business delegates now have countless such as the first ever European Games, country’s over 350 gurgling mud pools are ways to enjoy the country between a true wonder of nature. the Azerbaijan Grand Prix, the Islamic meetings. Solidary Games, and various international But you’ll read more on this in upcoming conferences including the 41st World Scout Baku is a wonderful city with an amazing issues of Boardroom. Conference and 13th World Scout Youth atmosphere. A walk in the Old Town, a Forum, the International Association of Ports UNESCO World Heritage Site, is definitely and Harbors, and the World Conference a must-do: it’s the oldest part of Baku and [email protected] \ of the International Society for Music is surrounded by fortification walls, and meetinazerbaijan.com Education. the narrow streets inside are brimming The new CCH. Reopening 2020

12,000 m of exhibition space. 12,000 m of foyer space. 12,000 seats in 50 di erent halls. The modernized CCH in the vibrant metropolis of Hamburg is coming. Discover the new dimensions of future events. INTRODUCING THE NEW www.boardroom.global

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