Using Tech to Elevate Event Engagement

A COASTAL COMMUNICATIONS CORPORATION PUBLICATION OCTOBER 2019 VOL. 26 NO. 5 $10.00

a new IN THIS ISSUE: technique MEETING FORMATS WELLNESS TRENDS CLICK HERE TO CUSTOMER VIEW / DOWNLOAD EXPERIENCE TABLET VERSION DESTINATION:

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OCTOBER 2019 Vol. 26 No. 5 We know features 16 A New Technique Using Tech to Elevate Event just the place Engagement By Christine Loomis 22 Making it Personal Introducing a new way to source hotels by Wyndham: Attendees Want Events to Meet Their Specific Needs By Maura Keller wyndhamhotels.com/meetings 28 Making Wellness a Whether you’re planning a business meeting or social event, or booking a Meeting Priority Putting Attendees’ Health on block of rooms for a wedding, tournament, or conference, we make finding the Agenda. By Maura Keller the perfect hotel easier and less stressful than ever before. With more than 34 Keeping it Positive 22 15 million square feet of meeting and event space — and 9,000+ hotels in Customer Experience Is the New 80+ countries — a great venue or group stay is closer than you think. Competitive Advantage By Maura Keller 28 Use booking code MP2019 for 5% off your master bill departments at participating properties. 4 Publisher’s Message 6 News & Notes 9 Snapshots 10 Behavior Modification 34 Nine Ways to Get Attendees to Respond How You Want By Amy Kelley 12 Transparency in Communication Listening and Understanding Is the Most Important Part By Meg D’Angelo, CIS 40 14 The F&B Experience 5 Hotel Food and Beverage Trends That Arose in 2019 By David Koretz 50 Corporate Ladder destinations 40 A Mecca For Meetings Las Vegas and Reno Continue to Terms and conditions: Offer begins 9/9/2019. Book by 12/31/2019 for travel by 6/30/2020. This offer is only available for events in which the peak night includes no less than twenty-five (25) sleeping rooms. Attract Top Events By Maura Keller Must be new business as of 9/9/2019 (meaning new lead opportunities contracted on or after 9/9/2019) and does not apply to citywide bookings. Cannot be combined with any other offer. Hotel availability and cancellation policies vary. This offer must be specifically referenced as MP2019 within the event/group hotel contract for benefits advertised here to apply. Void where prohibited by law. Wyndham Hotels & Resorts, Inc. reserves the right to change/terminate this offer at any time without notice. © 2019 Wyndham Hotels & Resorts, Inc. All rights reserved. All hotels are independently owned and operated except certain hotels managed or owned by a subsidiary of Wyndham Hotels & Resorts, Inc.

themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 3 PUBLISHER’SMESSAGE

Keeping up With Technology A COASTAL COMMUNICATIONS CORPORATION PUBLICATION PUBLISHER/EDITOR-IN-CHIEF Harvey Grotsky Our cover story focuses on using technology to elevate your event en- [email protected] gagement. Technology today comes in many forms, and as most profes- CREATIVE DIRECTOR sional and seasoned meeting planners agree, the speed of change keeps Kristin Bjornsen getting faster and faster. Keeping up with changes in technology is not just [email protected] important, it is a positive step for planners to incorporate in their day-to- MANAGING EDITOR Henry Fitzgerald day planning functions and succeed in [email protected] delivering a winning program. Consider EDITORIAL COORDINATOR your objectives, then see if there is a Heather Ballis technology tool to reach your goals, and [email protected]

design engagement around what you DIGITAL CONTENT COORDINATOR want your attendees to achieve. The best Christine Smith [email protected] advice is to integrate, reduce complexity and make your technology deployment CONTRIBUTING EDITORS Sophia Bennett as simple as possible. Sara Churchville Cynthia Dial While food and beverage is always a Maura Keller Christine Loomis priority with meeting planners, making Derek Reveron wellness a meeting priority now ranks Patrick Simms David Swanson high on the to-do list. Aside from providing nutritious foods, researchers are PRESIDENT & CEO Harvey Grotsky increasingly saying that sitting for long periods of time at meetings is compared to smoking when it comes to VICE PRESIDENT OF OPERATIONS David Middlebrook health outcomes. Recommendations to achieve wellness in meeting pro- [email protected] grams should include considering spa experiences, age-appropriate activi- ADVERTISING SALES OFFICES Rock Solid ties, stretch breaks and perhaps including a meditation room or guided- 2700 N. Military Trail, Suite 120 Boca Raton, FL 33431-6394 meditation sessions. 561-989-0600 Fax: 561-989-9509 Also in this issue, there are few places on earth that provide as much va- [email protected] Meetings riety, entertainment or excitement as Las Vegas. There are always choices REGIONAL MANAGER, TEXAS/ OKLAHOMA/ARKANSAS/LOUISIANA From two championship golf courses, private for any budget and location preference. Meeting space in Las Vegas con- Tim Kedzuch tinues to expand in hotels, the Las Vegas Convention Center and with 630-728-9204 casitas and a 33,000 sq. ft. luxury Spa, to [email protected] CAESARS FORUM scheduled to open next year with 550,000 sf of confer- ﬁve award-winning restaurants and meeting ence space. While Las Vegas is a favorite locale, Reno has become a popular Insurance & Financial Meetings Management is published bi-monthly by spaces with breathtaking desert views – the destination for meetings and events. Area hotels have invested millions of Coastal Communications Corporation, 2700 N. Military Trail, Ste. 120, Boca Raton, FL 33431-6394; 561-989-0600. Single copies $10.00 U.S.A.; back cop- Boulders is a place of unprecedented beauty dollars in renovations there to satisfy planners’ needs. ies $12. Yearly subscription price is $65.00 in the U.S.A.; $135.00 in Canada. Distributed without charge to qualified personnel. Periodicals Postage Paid where inspiration comes naturally. at Boca Raton, FL, and additional mailing offices. POSTMASTER: Please send address changes to Insurance & Financial Meetings Management, 2700 N. Military Trail, Ste. 120, Boca Raton, FL 33431-6394. Nothing contained in this Let us customize your next publication shall constitute an endorsement by Coastal Communications Cor- poration (Insurance & Financial Meetings Management), and the publication group experience! disclaims any liability with respect to the use of reliance on any such information. The information contained in this publication is no way to be construed as a recommendation by I&FMM of any industry standard, or as a recommendation of any kind to be adopted by or binding upon any corporate/incentive travel planner or agent. Reproduction of any portion of this publication by any means is strictly forbidden. Editorial contributions must be accompanied by return postage and will be handled with reasonable care. However, the publisher assumes no responsibility for return of unsolicited photographs or manuscripts. Subscriber: Send subscription inquiries and address changes to: Circulation Dept., Insurance & Financial Meetings Management, 2700 N. Mili- “Best Golf Resort “Best Hotels in “Top Resorts in “Best Arizona tary Trail, Ste. 120, Boca Raton, FL 33431-6394. Give old and new addresses including zip codes. Enclose address label from most recent issue and allow in the Southwest” Arizona” the Southwest” Hotel” Harvey Grotsky five weeks for change to become effective. Printed in U.S.A. © 2019 - Golf Digest - U.S. News & World Report - Readers’ Choice Awards, - Travel + Leisure www.themeetingmagazines.com Condé Nast Traveler

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4 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com INDUSTRYNEWS

MAJESTIC LAS VEGAS RESORT HOSTS GLOBAL APPOINTS REUNION RESORT NEARING COMPLETION SCHEDULED TO BREAK GROUND KURT PABEN AS PRESIDENT OF EXTENSIVE GOLF COURSE OF GLOBAL SALES ORLANDO, FL — Reunion Resort & Golf Club is nearing completion of an exten- LAS VEGAS, NV — Majestic commence construction next sive renovation project encompassing all three of its signature courses. Started Las Vegas, the brainchild of year and is slated for comple- CHICAGO, IL — Hosts Global (Hosts) has earlier this year, the $800,000 enhancement includes complete upgrades to Las Vegas native and uber- tion in early 2023. The five-star, recently appointed seasoned loyalty and bunkers and landscaping across all greens and is scheduled to be complete developer Lorenzo Doumani, non-gaming, 720-room, luxury- events industry leader Kurt Paben as this fall. All courses is set to break ground follow- branded resort will sit on the president of global sales and the new- have remained open ing the project’s unanimous more than 6-acre site formerly est member of the throughout the approval by Clark County com- occupied by the Clarion Hotel. company’s executive project. The work at missioners. The revolutionary This unparalleled location is leadership team. In Reunion includes a $850 million, 620-foot-tall directly across from the site of his new role, Paben robust landscaping contemporary architectural the new Las Vegas Convention will be primarily design at The Nick- masterpiece is scheduled to Center opening in 2021. based out of the laus course portion Hosts Chicago office, of the project, which where he will develop is unique due to the and implement the nature of the subsoil strategic growth of on which the course Paben the worldwide enter- was built. Work on WYNN GOLF CLUB OPENING THIS MONTH prise. Recognized for the Arnold Palmer his event expertise and success in the course is complete, LAS VEGAS, NV — After being closed center is under construction and is set loyalty industry, Paben was instrumental with only a few for nearly two years, the Wynn Golf to open next year. Legendary course in the growth and eventual sale of Aimia’s bunkers remaining Club in Las Vegas is scheduled to architect, Tom Fazio, and his son, (formerly Carlson Marketing) events busi- on Jack Nicklaus. reopen. The only golf course on the Logan, crafted a new vision for the ness, where he served as president, to Renovations to the Superintendents Ron Sharps, left, and Robert Guerra Las Vegas Strip connected to a resort course; the elder Fazio designed the One10. Subsequently, he expanded Aim- Tom Watson course closed in December 2017 after owner, original Wynn course back in 2005. ia’s consumer loyalty solutions and com- are expected to be Steve Wynn, announced plans to build The design of the new golf course had mercial operations. A champion for the completed shortly. Designed by legendary greats, the courses are of champion- Paradise Park, including: a hotel addi- to accommodate the convention cen- events industry, Paben has participated ship level with recent enhancements taking them to the next level of experience. tion, convention space expansion and ter. Golfers with a room reservation at in several industry boards, including two In addition to the three signature golf courses, guests at Reunion Resort enjoy a 20-acre lagoon. Most of those plans the Wynn or the Encore can secure tee terms as the SITE Foundation president. an array of amenities. were scrapped after Wynn resigned as times 90 days in advance. Others not chairman and CEO in February 2018, staying at the properties can reserve although the 400,000-sf convention tee times 30 days in advance. PHOTO BY BARBARA KRAFT BARBARA BY PHOTO

DMC NETWORK MEET AC ANNOUNCES EXPANDS TO SEATTLE PRESIDENT AND CEO TO BORGATA HOTEL CASINO JW MARRIOTT DESERT SEATTLE, WA — The DMC Network has recently announced that Event Experi- DEPART ORGANIZATION & SPA TO ENHANCE HOTEL SPRINGS RESORT & SPA ence has joined the DMC Network as an ATLANTIC CITY, NJ — Jim Wood, presi- AND GUEST EXPERIENCE FINALIZES REDESIGN Affiliate Partner. Event Experience is a dent and CEO of Meet AC, has recently Seattle-based DMC and event production announced he will depart from the ATLANTIC CITY, NJ — Borgata Hotel PALM DESERT, CA — The 450- company with a recording and editing stu- organization at the end of 2019. Wood Casino & Spa, an MGM Resorts Luxury acre resort is finalizing its larg- dio, an audio visual department, logistical became the first CEO for Meet AC in Destination, has recently announced an est-scale redesign this fall. Ren- resources and creative planning teams, 2014 when the Casino Reinvestment investment of more than $14 million into ovations feature: 884 renovated covering every experience throughout Development Authority (CRDA) hired a enhancing its hotel experience with the guest rooms, and 234,000 sf of the Seattle region. On joining the DMC consulting group to form the new sales addition of the Lobby Bar and adjacent VIP refreshed event space. Included Network, Michelle Couch, president and and marketing organization, which check-in, as well as a redesign of the 312 in the reimagined resort are: owner of Event Experience says, “For 20 became Meet AC. During Wood’s ten- Fiore Suites, to be completed early next the grand lobby entrance with years now, Event Experience has had a ure, Meet AC has seen year-over-year year. On weekends, the venue will trans- all-new, soothing elements that company culture that embodies bold growth in the meetings and conven- form into a vibrant piano bar for guests include water displays at the and brave productions and experiences tions industry; booking more than 1.8 to enjoy live entertainment. Designed by entry and an atrium that boasts for our clients through the dream team of million room nights, which has brought MGM Resorts Design & Development with floor-to-ceiling views of the sur- talent that we have working with us. We in nearly $1.9 billion in economic impact Wood architecture by Nelson Worldwide, the rounding desert landscape; the create events that will generate excite- into Atlantic City. Meet AC was success- highly sought-after suites will combine a inspired Sinatra Ballroom; 37 ment for your brand, rededication from ful in attracting the Meeting Profes- to return to Atlantic City in 2021. “Jim symphony of distinctive colors and tex- sophisticated meeting rooms your employees and improve the quality sionals International (MPI) 2016 World has been a driving force in continuing tures to create a seaside getaway. Most with seating for 3,050 attend- of work-life for your people, and we do Education Congress (WEC), the 2016 to position Atlantic City as a top des- recently, Borgata debuted a new sports ees; 12 outdoor venues for cre- this while expertly tackling the intrica- TEAMS Conference & Expo as well as tination for the meetings and conven- entertainment venue, Moneyline Bar & ative breakout sessions; and a newly resurfaced patio space. Expanding beyond cies of event design and logistics. We are other prominent industry shows that tions market,” says Matt Doherty, CRDA Book, and nightlife experience, Level One traditional meeting space, Desert Springs executes outdoor dining, poolside thrilled to be joining this group and look helped Atlantic City position itself as executive director and Meet AC board Cocktail Bar & Lounge, reflecting a $12 mil- group yoga sessions, live entertainment and over-the-top themed events. Grand forward to working closer together with a meeting and convention destination. chairman. “We wish Jim and his family lion investment. opening is scheduled for January 2020. partners that hold our same values.” The TEAMS Conference & Expo is set the best in the future.”

6 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 7 SNAPSHOTS MONTANA’S NEW RESORT, MONTAGE BIG SKY, SET TO OPEN 2021 2 BIG SKY, MT— Centrally located within Big Sky’s 3,530-acre Span- ish Peaks enclave, Montana’s upcoming resort, Montage Big Sky, will feature a mountain modern design with aesthetics inspired by IMEX the natural setting. The resort will feature 150 guest rooms and suites and 39 Montage Residences. Resort amenities include: a restaurant, lobby bar and lounge, market, pub and recreation room AMERICA with bowling alley, indoor lap pool, family swimming pool, fitness center, the signature Spa Montage, ski lockers and skier services Las Vegas, September 10-12, 2019 and as much as 12,870 sf of some of the finest meeting and event space in the greater Rocky Mountain region. Additional offerings A catalyst for change and industry include: access to Big Sky Resort’s 5,800 skiable acres, Spanish 1 advancement closed on another Peaks Mountain Club’s 18-hole, Tom Weiskopf-designed golf course high. Exhibitors and buyers alike and three world-renowned fly-fishing rivers and activities in hiking, reported business success, whether mountain biking, Nordic skiing and snowshoeing trails. The accommodations of Montage Big Sky will create a mountain paradise. 3 it involves deals or getting new ideas to provide inspiration and creativity to help them in their jobs.

HILTON SAN DIEGO RESORT & SPA COMPLETES $21 MILLION RENOVATION 4 SAN DIEGO, CA — Noble House Hotels and Resorts, Ltd., a hotel ownership and management group with an upscale portfolio of 20 distinct and visually captivating properties spanning the U.S., has completed a massive, $21 million renovation of the Hilton San Diego Resort & Spa. The resort overlooks Mission Bay, and offers 357 rooms and suites, an American cuisine restaurant, poolside lounge, waterfront dining, an extensive fitness center and a luxurious full-service spa. Hilton San Diego Resort & Spa’s comprehensive renovation encompasses all guest rooms, the hotel’s expansive conference center, executive board rooms, all common areas and lobbies.

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BARCELONA WELCOMES MARRIOTT VIRGINIA NOBU HOTEL BEACH OCEANFRONT HOTEL BRINGS NEW BARCELONA, SPAIN — The Barcelona hotel, which opened recently, consists MEETING AND EVENT of 259 spacious and stylish rooms with SPACES TO THE BEACH views of the city and the Mediterranean Sea. Set back from Barcelona’s busy VIRGINIA BEACH, VA — Set to streets, guests at Nobu are a short walk open early next year, Gold Key | away from the Fira de PHR’s $125 million Marriott Vir- Nobu offers Barcelona conference ginia Beach Oceanfront Hotel, will thoughtfully center and Plaza de feature over 20,000 sf of state-of- España. Nobu offers the-art meeting and event spaces tailored thoughtfully tailored with sweeping views of the Atlan- Photo 1: Mark Vaughan (left), EVP and chief sales officer, Atlanta CVB; and Jeff Hewitt, SVP, Visit Savannah. : Mike Waterman 7 meeting and meeting and event tic Ocean. The Marriott Virginia Photo 2 event spaces. (left), chief sales officer, Visit Orlando and Richard Harper, EVP spaces, the world- Beach Oceanfront will consist of 11 HelmsBriscoe. Photo 3: Ray Bloom (center), chairman, IMEX America. class Nobu Restau- unique event rooms including: four Photo 4: Harvey Grotsky (left), Insurance & Financial Meetings rant and Kozara — a meeting rooms and one boardroom; pre-function rooms; multiple event lawns Management publisher and Janet Zaldua, CEO, Marina del Rey CVB. Japanese-inspired tapas bar. Guests also and breakout rooms; the largest ballroom in Virginia Beach, the Seaside Ballroom, Photo 5: Michele Polci (left), director of citywide catering sales, have quick access to the Montjuïc Olym- spanning over 10,000 sf, boasting a 1,155-person seating capacity; the 2,700-sf Caesars Entertainment; Harvey Grotsky; and Kate Patay, president, pic area, the cruise ship terminal and Seaside Terrace; and the 3,750-sf Ocean Lawn. The hotel will also feature the Patay Consulting. Photo 6: Dana Fioravanti (left), PR and promotions Barcelona – El Prat International airport. 2,400-sf M Club Lounge, an exclusive space available 24/7 for guests to retreat, manager, and Michael Dominguez, president and CEO, both with Most points of interest in the city can recharge and refocus at any time during the day. The completion of this hotel will Associated Luxury Hotels International. Photo 7: Dahlton Bennington (left), director, meetings and incentives, PROfound Planning, Gilbert be reached within 10 minutes by car or finish stage two of the three-phase, $350 million master plan, creating an all-in- Villard (center), regional sales executive, Greater Fort Lauderdale CVB public transport. one resort experience with incomparable amenities for locals and visitors alike. and Kaili Moran, meeting coordinator, PROfound Meetings.

8 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 9 INDUSTRYINSIDER personal draw and enticement to be a is the global content editor-in-chief for part of it, your event story will remain Amy Kelley GES, a leader in face-to-face marketing for Events, largely ineffective. Exhibits and Exhibitions. As part of the Digital Marketing team, Kelley spearheads content strategy, 6. REMOVE FRICTION development, process and execution worldwide for a This is the simplest of all rules, and it B2B audience. With a strong background in content applies to almost everyone: If it’s hard, marketing, social media and communications, she is they won’t do it. a passionate writer and self-confessed word geek. Behavior Sure, there are those people out THEAUTHOR there with triathlon-type dreams, but that type of hard work and dedication rarely extends to mastering difficult 3. GIVE THE AUDIENCE AN INCENTIVE your audience is behaving, one of the event registration sites. If your event sounds good, afford- most enjoyable ways to redirect them Modification If you want your attendees to take able, beneficial, interesting or any of and encourage desired behavior is by action, make it extremely easy. For hundreds of other words, an attendee implementing this concept. instance, if you want them to share their may be considering it. event experience on social media, pro- However, you need to influence 1. STAY IN TOUCH vide a lot of photo ops and make sure them to make the purchase. Maybe you When it comes to personal relation- Nine Ways to Get Attendees your hashtag is posted everywhere. want them to register early. Perhaps ships, do you respond to strangers or By removing the friction, attendees you’re more interested in driving ses- to people you know? Most people will to Respond How You Want will go along with it more often. If they sion engagement. Whatever your goal, answer the latter. Those closest to us can’t find your hashtag, or they can’t provide the desired incentive. have the most influence over us. If you figure it out easily, they won’t do what The key to success here is ‘desired’ have taken the time to help attend- BY AMY KELLEY you want, which in this case is increas- incentive. It has to be something they ees know, like and trust you by building the number of their social posts. want for them to act upon it. For ing a relationship all year, not just at instance, the event planner behind a event time, attendees will be more 5. USE CO-CREATION sold-out writer’s conference wanted likely to adhere to your requests or People tend to support what they to ride the wave of event excitement take your advice. anaging an event can feel a let attendees know they have a limited time to be a help create. Ownership equals support. from their conference that just ended If a colleague advises you to buy lot like a herding cats some part of your wonderful event because there are only Not only does audience/attendee co- to increase bookings for next year’s tickets because an event is selling out days. Huge groups of people a few tickets left. creation and crowdsourcing make your event. But who wants to buy an event quickly, you’ll be more likely to act on headed every which way with Scarcity and fear of missing out are two reasons event more unique, but it also influ- ticket for next year right now? The that advice than that same information different things on their minds. early bird pricing has a deadline or a limited amount ences those who voted or gave their event partnered with the hotel to offer on a website. Coming from the latter, it An extremely organized event of seats being sold at the discount price. Without that feedback to feel a certain level of obli- a strong discount on rooms that were sounds like a sales ploy. Coming from the planner can become very frus- incentive, there would be no reason to sign up early. gation to see it become successful. completely refundable as long as they former, it seems like they are looking out trated when attendees do not Bonus fact: according to research conducted by That’s why many companies are were canceled two days before next for your interests. If you take the time to do what we want or what we predicted they would do. EventMB, early bird pricing is still the No. 1, most- turning to crowdsourcing and voting year’s event. Attendees were saving as build that relationship through a wonder- MWhether it’s ignoring the early bird discount or fail- effective tactic for driving registrations. More than half on new product rollouts such as new much as $200 a night for the following ful attendee experience and year-round ing to sign up for VIP experience tickets, you needn’t of event planning professionals (51.3%) claim it sells flavors or designs. year’s room by signing up at the end communication, you can influence action sit by and just watch this. There are things you can do more tickets than the second most-popular method, Cognitive bias convinces people of the conference. at a greater, more effective rate. to influence desired behavior. Here are the tricks every discount codes (24.3%). that if it’s their idea, they should see it The event planner even allowed Finally, even with these effective event organizer needs in their toolkit: The key here is ‘believable scarcity.’ Telling some- through by supporting it. So ask your for event cancellations up to a month motivational tools, it’s important to one to sign up early so they don’t miss out won’t drive audience what they want, deliver on before the event. This deep discount track what you’re doing. Every audi- 9. MASTER SEGMENTATION TO action if your event allows for walk-up registrants. No it and then give them the opportu- and liberal hotel room cancellation ence is different and what works for HELP YOUR AUDIENCE HEAR YOU one wants to pay more, but they will often make an nity to support it. policy drove more sign-ups than previ- one may leave the other confused. Ana- If you want to influence how attendees are act- emotional decision based on the desire not to miss out. ously experienced. lyzing your event data before, during ing, you need to ensure you are providing them with 4. BE THE ONLY SHOW IN TOWN and after can help you recognize and the resources they need or want in the medium they 7. CRAFT YOUR EVENT STORY TO While it’s difficult to literally be 2. INTRODUCE GAMIFICATION understand clear patterns that will help prefer. You do this through audience segmentation or DRIVE EMOTIONAL DECISIONS the only show in town, if you can pro- Gamification lets event planners cre- shape your actions as well as theirs. even better, through personalization. All purchases are emotional decisions. Yes, some vide your attendees with something ate scenarios using public recognition In conclusion, if there’s something Have you ever asked someone to do something make more sense than others but they all reflect a they can’t get elsewhere, they will and rewards to drive desired behavior. you want your attendees to do, don’t for you, and they ignore your request? If they don’t desire for something else. Something we become, not only support you in a loyal way, For instance, maybe your exhibit just wish it would happen. Employ a know you’re talking to them, they won’t respond. The enjoy, or benefit from — like an event — is best influ- they will also pay top dollar for the hall isn’t getting the traffic you’d like or strategy to ensure it does using basic same is true of your attendees. Personalizing your enced by an emotional driver. Storytelling does this. privilege to do so. only a few exhibitors in the front land motivational tactics such as: approach according to their preferences will help you Your event story can be woven around your mis- However, this requires a unique sell- all the traffic. You could use gamifica- • Segmentation get your message across. sion, the success of attendees or your guests’ fun. ing proposition. If you don’t currently tion to reward things like ‘walking the • Scarcity But the one thing you need to remember is that you have one for your event, you can’t floor,’ ‘visiting three exhibitors a day’ or • Storytelling 8. USE REAL SCARCITY TO DRIVE ACTION want your potential attendees to hear your story, and expect to be the ‘only’ anything. Work collecting code words from exhibitors • Co-creation Once you know they hear you — scarcity and fear be a part of it. on the details and marketing of differ- for bonus rewards. • Uniqueness of missing out (FOMO) are two of the top ways to Your storytelling goal is to get them to see them- entiation in ways such as selecting a Gamification is less about gameplay • Communication influence behavior. Whether it’s driving ticket sales or selves at your event in order to drive ticket purchases unique venue, host city or time of year and more about incorporating motiva- Then you can begin influencing enticing them to sign-up for next year’s event early, and influence their buying behavior. Without that to drive more action. tional theory. If you don’t like the way attendees in measurable ways. I&FMM

10 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 11 INDUSTRYINSIDER Transparency in Communication Listening and Understanding

DepositPhotos.com Is the Most Important Part broad view and understanding. They down with our stakeholders, asking lots entertaining complaints about the tem- can see the big picture, they’re strate- of questions and listening. Really listen- perature in the hotel ballroom — inevi- gic and they’re ‘on the balcony’ — we ing. Sometimes we think about commu- tably it’s both freezing and sweltering. BY MEG D’ANGELO, CIS need great balcony people. nication as speaking well, but half the This is where transparency, diplomacy But the secret to being a great meet- battle, and usually the tougher half, is and empathy come into play. While ings professional is being able to both listening and understanding. being honest and taking the time to be ‘in the dance’ and ‘on the balcony’ Once we understand the goals, it’s educate can sometimes feel painful at the same time. Years of practice, our job to communicate them simply and tedious, my experience is that it’s solid processes and excellent attention and understandably to all of our key always better to set realistic expecta- s someone who has led event planning couldn’t do our jobs if we weren’t ‘people’ people who to detail make us great dancers. We stakeholders. For me, that includes peo- tions rather than to commit to doing organizations for Fortune 200 com- also happen to be pleasers, perfectionists and project hardly ever miss a step, and we per- ple like my vendors, venue managers, something that I know is next to impos- panies for the last 20+ years, I often management geeks. form our tasks brilliantly. Though we’re local suppliers, marketing colleagues, sible. Sometimes that means explaining get questions such as, “What is the So what’s my answer? Communication skills not always great balcony people, when the broader event management team, to the client that getting a ship some- secret to really effective event plan- and transparency. we have the ability to step back, see our executive administrative assistants where three hours sooner than planned ning and execution?” Or, “What’s that I heard it explained like this once, and it has stuck the big picture, observe our audience and communication and creative col- may be physically impossible — they magical skill with me ever since: and predict what comes next, nothing leagues. I make time early on in the only go so fast. And for those who are set or piece Some people are great can hold us back. process for them to ask questions. The temperature-sensitive, explaining the of know-how that will Sometimes we dancers. They know all So how do we do that? It takes goal is to make sure we all share a clear need to balance the comfort levels of all giveA me the edge?” of the steps, have great a few easy steps: definition of success so we kick off attendees might not make them happy, Often those people look- think about rhythm, appear graceful and First, take the time to understand every event focused on the same goal. but it may stop them from filing the ing into our world from the never trip or twirl the wrong what we’re trying to accomplish. Sec- Then there’s expectation manage- same complaint every time they attend outside will assume it’s some- communication as way. They spend their time ond, know what you want your partici- ment. You know how this goes: A cli- a ballroom-hosted event. thing like organizational skills, focused on counting beats, pants or guests to walk away with, and ent asks you to dock a cruise ship three In short, be curious, ask questions, or attention to detail or proj- speaking well, but thinking about their next lastly, what does success look like if you hours earlier than you planned to be understand the big picture, bring other ect management savvy. And step and executing flaw- do this well? Often this requires sitting in port or you spend the afternoon critical stakeholders along, check in fre- those who have dabbled in half the battle, and lessly. They are supreme quently, manage expectations realisti- the events space may even usually the tougher tacticians, and they are ‘in cally and don’t be afraid to be honest. think it’s relationship build- the dance.’ It’s very impor- Meg D’Angelo, CIS, is assistant vice president of Those are all communication skills — ing and having killer net- half, is listening tant to have great dancers. Events and Hospitality for Lincoln Financial Group. and they all take practice. Doing them works across the industry to Still others are great In addition to overseeing all hospitality aspects of well can make a positive difference in help ensure we always have a and understanding. observers. Think of them Lincoln’s naming-rights sponsorship of the Philadelphia our effectiveness and our ability to be number to call and a ‘guy’ or as spectators, seated up in Eagles, D’Angelo is also responsible for working seen as leaders who are able to dance ‘girl’ in every market to help the balcony. They can see closely with C-Suite and other senior-level executives every dance, while finding opportuni- us satisfy even the oddest or most extreme requests. all of the dancers on the stage and they can observe to strategize, procure, plan and successfully execute ties to look down from the balcony, But those who know our space best, including whether they’re in sync. They can see the audience major internal and external corporate meetings, special see the big picture, anticipate the next those of us who have the privilege of calling it a career, and gauge its reaction to the dance. They can listen events and hospitality opportunities, including, but not moves and make sure that we take know differently. All of those things, while important, to the music, see the orchestra, and sometimes, they limited to, internal leadership summits, training and the right steps to ensure the audience are just table stakes for what we do. The truth is, we can even predict what comes next based on their THEAUTHOR education programs, concerts and sporting events. always enjoys the show. I&FMM

12 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 13 INDUSTRYINSIDER if hotel mini-bars are on their way out, Latest Evolution in Hotel F&B.” As we partnerships with popular services what can we expect to replace them? witness the certain demise of tradi- like Uber Eats to allow for app-based, A popular movement relating to tional hospitality staples such as the convenient food delivery and special- in-room, self-service can be found in mini-bar and breakfast bar, we see ized programs and offers for guests. the implementation of high-end, self- the emergence of a trend which gives Some hotels are even relying on their service amenities. After all, with the guests more control to choose their own, native apps to streamline the inclusion of Netflix, smart TVs and dining experience. Further, it allows food-ordering process, allowing visi- voice-activated technology becoming hotels to provide food selections tors to order room service or poolside The F&B Experience popular add-ons, shouldn’t food drinks, ask for restaurant rec- and beverage receive the same ommendations and more via convenience-centric treatment? Think fast, a messaging app. Not only are many hotel rooms responsive service Of course, it doesn’t end 5 including self-service staples such there. With the adoption of Hotel Food and Beverage Trends as Nespresso, but they are also voice-activated devices across taking it a step further with the that enhances various touch-points, order- That Arose in 2019 inclusion of in-room, by-the-glass ing food via an AI-powered wine. Guest staying at leading a guest’s travel itinerary. assistant is predicted to soon independent hotels and chains, be mainstream as well. And as BY DAVID KORETZ like the Four Seasons, Waldorf Astoria, that guests actually want — relying more properties install in-room, tech- Conrad, St. Regis, Ritz-Carlton, Westin, on limited menus, fresh ingredients, enhanced services such as on-demand Gemstone Collection, Woodside Flags options for various diet restrictions and wine, hoteliers are able to tap into a and many more top-rated, upscale quick preparation. more innovative model that is appeal- erhaps taking a page from popular farm-to-table approach to their F&B programs. Large properties, can enjoy the convenience With ‘grab-and-go’ style outlets ing, memorable, convenient and share- narratives like ‘Eat, Pray, Love’, travel hotel chains around the world are steering away from of self-serve, in-room wine delivered by available in modern hotels, guests can worthy for guests. and dining often go hand in hand. chain restaurants and are instead collaborating with the sleek and modern Plum device. grab small, pre-packaged or easy-to- For most travelers, food and bever- local chefs and talent to create locally influenced Plum acts as a luxury amenity, allow- prepare meals on their own schedule 5. EVENT CATERING age options play a pivotal role in their dining options. Local, farm-sourced ingredients with ing guests to choose from a red or white and terms. Think fast, responsive service Recent findings conclude that one experience of a new culture as well as unique, cultural flair, paired with specialty beverages, wine to enjoy by the glass, on demand. that enhances a guest’s travel itinerary. of the biggest areas of F&B invest- their opinion of the hotel in which they or — in many cases — local wine. In fact, from 2007 The appliance is sleek and easy to use, ment is event catering, with 61% of stay. In this respect, a great location, to 2017, farmers markets in the U.S. grew by 100%, relying on cloud-based tracking which 4. TECH-ENABLED ORDERING hoteliers planning net growth in this personalized hotel accommodations, attentive service eclipsing 9,000 in total. effectively minimizes labor costs and Gone are the days of ordering room area. Convenience/market concepts Pand great, locally inspired food and drink programs are This trend arrives in synchronized step with the ensures a housekeeper is notified when service from a tattered menu stuffed are also expected to proliferate, the primary indicators of a trip well spent. increasing demand for sustainable practices across a bottle needs to be replaced. This into the bedside table. Modern guests with a growing emphasis on fresh, As such, it comes as no surprise that hotel food hotels, enhance authenticity and reduced food waste. provides hoteliers with an opportunity are craving something more tech- as aforementioned when addressing and beverage has experienced healthy growth over Modern travelers are decidedly more eco-conscious to not only delight their guests with centric, and in that same breath, more the ‘grab-and-go’ model. With the the past few years. Hoteliers are realizing just how and demonstrate a preference for hotels working to a streamlined, in-room, self-service visual. Many hotels are now rolling out growing demand for group travel and much revenue potential this segment boasts, both minimize their footprint and implement more ‘green’ option, but can also incentivize guests on-screen menus, some of which may small- to large-scale corporate meet- in terms of ancillary revenue and utilized as a tool processes. A farm-to-table F&B program also helps to book directly by including glasses of not even be a room-service menu, ings, the subsequent demand for to enhance the guest experience. In 2018, U.S. hotel to support the local economy — an advantage that wine in their room package. Consider- but allows guests to order from on- event catering comes as no surprise. food-and-beverage revenue per occupied room (F&B does not go unnoticed in the eyes of modern trav- ing over 60% of hospitality executives property restaurants. Not only does As hotels find themselves in a favor- RevPOR) increased 2.7% in 2018, according to total- elers eager to travel sustainably and contribute to a believe the quality of a guest’s experi- this help to cut down some of the able position to attract more con- year data from STR, while beverage revenue per occu- positive impact. ence will significantly improve through profit-cutting, labor-intensive costs ferences, events and meetings, they pied room grew 4.2%. However, that same report also enhanced in-room service, innovations of traditional room service, but it pro- realize there’s an opportunity to drive speaks to the decline of in-room dining (IRD) revenue. 2. SELF-SERVICE like Plum are an important step in the vides guests with a better selection of revenue through group bookings and While IRD still boasts a great deal of revenue potential, When we suggest self-service in the same sentence right direction. items to choose from. event catering. Still, tapping into the this reinforces the realization that hotels need to re- as in-room food and beverage, it’s easy to revert back Even further, meal delivery service demand for self-service, event cater- examine their existing strategies in favor of enhancing to the traditional model: the hotel mini-bar. However, 3. FRESH GRAB AND GO is expected to grow by 15% per year ing programs can also include options that experience with a more modern approach to IRD. the self-service model that we anticipate to take over Recently, an article was published through 2020. In the case of hospitality, such as ‘grab and go’ and on-demand Even further, a trends report from Avendra found the F&B segment in the coming years is a far cry from titled, “How ‘Grab & Go’ Became the this means more hotels will be forging wine, to ensure the needs of event the U.S. lodging industry sees $200 billion dollars in the overpriced, under-performing mini-bar. While guests are always addressed. annual revenue, with food and beverage making up they do tap into the basic principle of self-service, and If one thing is for certain — the hos- 25% of those dollars. More importantly, those expen- while modern guests crave enhanced autonomy over David Koretz is the founder and CEO of Plum, the company pitality industry is entering an exciting ditures are increasing by 2% to 3% each year. In tan- their experience, mini-bars simply aren’t equipped to that introduced the first super-automatic wine appliance time, enhancing our perception of the dem with this growth, we are witnessing the emer- succeed — at a reasonable cost to the guest or a rea- that lets you enjoy a bottle of wine, one glass at a time. ideal guest experience with countless gence of several key F&B trends sure to disrupt the sonable profit for the hotel. Koretz was previously the founder and CEO of Mykonos upgrades, technological advancements traditional picture of hotel F&B programs in favor of a However, this doesn’t mean the end of in-room Software, which was acquired by Juniper Networks in 2012 and program overhauls. Food and more modern approach. service entirely; in fact, according to a recent survey for $80 million. Under his leadership, Mykonos was awarded beverage is, undoubtedly, no excep- of meeting professionals, 43% of guests say in-room the Wall Street Journal Innovation Award and won first place tion, and remains to be an especially 1. LOCAL FARM TO TABLE service is extremely important when selecting a hotel. in SC Magazine’s Innovators Throwdown. The inventor of promising area of growth for hoteliers 2019 shaped up to be an exciting year for food- Further, 28% of guests even claimed that not offering a dozen technology patents, Koretz was recognized as an around the globe. ies, as hoteliers actively seek ways to implement a the service is a deal-breaker. So, the question becomes, innovator by Bloomberg BusinessWeek in 2012. He is a wine This article originally appeared in THEAUTHOR fanatic, aspiring nomad and lover of all things street food. Hospitality Trends. Visit htrends.com. I&FMM

14 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 15 INDUSTRYTRENDS Using Tech to Elevate Event Engagement

BY CHRISTINE LOOMIS

here are many ways to evaluate and increase attendee engagement, one of the critical metrics for determining the success of Ta meeting, program or other corporate endeavor. But technology is by far the most comprehensive tool, and it comes

in many forms. COURTESY TIM GROOT These days, it’s almost impossible Tim Groot, co-founder and CEO of GRIP, for planners to keep up with technol- and be able to make connections where says planners need to focus on the ogy. Not only is it evolving at breakneck the connection isn’t apparent.” solution as opposed to the individual speed, the scale of its evolution is mind- For the most part, she says, changes features of a tech product. boggling. Who 10 years ago would have in technology are very positive for plan- thought we’d be talking about wide- ners. “Access to data and increasingly spread use of artificial intelligence (AI) easy access to insights as well as the our mental energy and time for creative DEPOSITPHOTOS.COM among event technology providers, ability to integrate data from one sys- problem solving.” planners and the general population? tem to another are all positive changes Mary Ann Pierce, founder and CEO But that’s exactly what we’re talking for our industry. This makes organiz- of MAP Digital Inc., has brought the about — and more. It’s important to ers much more efficient in proving the digital space to financial industry con- note, however, that just because new value of their events and tying events to ferences for clients such as Deutsche technology exists, doesn’t mean it’s business outcomes.” Bank, Lehman Brothers and Morgan being used by every planner or that it’s In terms of the most important Stanley. She has been a speaker for right for every planner or group. Just as aspect of technology for planners, Glau PCMA and MPI and taught digital importantly, the existence of new tech- points to a theory known as “Jobs to be event design at New York University. nology doesn’t instantly render older Done.” The application for planners, Today, one of the top three worldwide technology useless. she says, “is that you need to be very banks is among her clients, and she has In fact, it’s most likely a combina- clear about the job you are hiring your provided technology, networks, web- tion of old and new that planners are technology to do. If it is just there for casts and event software for them for working with today — with the help of the sake of it, maybe you don’t need it.” more than 20 years. event technology providers — who are The same question is applicable “The most important aspect for con- typically on the cutting edge of new when using technology to elevate ferences and events is to make technol- developments and products. engagement at an event. “We’ve made ogy serve-up a curated experience for the mistake of thinking just because our client’s customer, the attendee, by IS KEEPING UP NECESSARY? attendees’ mobile devices are ‘attached using any application that enhances Elizabeth Glau, CMP, director of to them’ we have to create an experi- their experience.” strategy for EGCX Group, points out ence through that device. Rather,” Glau Pierce says the path forward must that keeping up with all the changes suggests, “take advantage of the abil- include stakeholders in the meetings may or may not be necessary for plan- ity to communicate with your attend- and events industry working together to ners. “The speed of change keeps get- ees directly but use human-centered “embrace the API economy” — the appli- ting faster and faster. The need to keep design when you’re thinking through cation programming interface economy up depends on whether being an early the attendee experience. Consider the — described as a set of business models adopter is expected of you in your cur- ‘Jobs to be Done’ theory and design and channels based on secure access of rent role. Some people can get away engagement around what you want functionality and exchange of data. with not learning about emerging tech- your participants to achieve, then figure In short, she says, “The events nology until it’s widely adopted. For out if there’s a tool to get that job done.” industry must have standards in which others, it is critical to be one of the first Artificial intelligence will help us be to interconnect technology so that our and lead their peers. If you are the lat- much more efficient as event organiz- clients can build the tech stack that ter, then you already know you have to ers. As we continue to automate deci- serves their conferences and event draw from a wider circle of influence sions based on data, we’ll be able to use objectives. The current situation is a

16 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 17 Sophia, the AI Robot, interacts with attendees at Smart Monday in the Six Star Innovation and Experience Lab at IMEX America last year.

engagement. Less is more when it comes to meeting technology. Try and keep the setup simple; both the digital part and the on-site meetings are best kept in a dedicated meeting area where you can maximize the impact and engagement and directly act on no- shows and/or any other issues.” Groot believes that virtual reality and artificial intelligence will increasingly impact meetings. “AI dramatically COURTESY OF MARY ANN PIERCE impacts the quality of the interactions COURTESY OF IMEX Mary Ann Pierce, founder and CEO of MAP out the conference, whether they were What was learned? A lot, says Pierce, that take place at events by facilitating Digital Inc., says events have to be designed on-site or on the web. And our clients not the least of which was that the quality meetings and meaningful inter- relating to an event in real-time. can I click with you?’ That wouldn’t “with the attendee at the center … to execute continue to challenge us to build better attendees were “hungry for meaning- actions. This results in an increased “Everyone gets a band upon arrival,” have happen without the wristband.” the intended attendee experience.” software so they can do better business. ful connections and content, especially ROT for visitors and a higher ROI for Robinson says. “Two attendees then Our MetaMeetings platform pushes and the how-to session videos and slides. exhibitors. The time of serendipitous press their programmed bands together HELPS WITH ENGAGEMENT pulls data within their internal plat- We analyzed the GRIP, MetaMeetings, meets is over.” and each immediately has the other’s Technology, Robinson notes, is help- ‘Tower of Babel’ that does not serve forms, prints name badges and enables registration and evaluations data within It’s important for planners to know contact info, etc. It also was a great con- ing with engagement whether attendees the planner or the technology provider. dynamic agenda signage. We are also the Vivastream platform. We could then what the experts are doing and where versation starter.” are employees or clients. FM Global Our industry is missing out on the rich working on integrating a cost-efficient show the organizer, sponsors and exhib- to look in terms of staying current with As the Klik developers suggest, the uses augmented reality to simulate opportunities of utilizing analyzed data IOT capability for future conferences.” itors the metadata generated in digital emerging technology. But at present, FM Global planning team upped the disasters and catastrophic events when and content as a digital asset to fuel new Pierce also utilized a MetaMeetings space around the event, including who AI and other leading-edge tech may be ante on engagement by offering prizes clients can’t come to its state-of-the-art relevance and new revenue streams. platform at an international Masters & was meeting, what their interests were, out of the wheelhouse and/or budgets for the most clicks. The prize was tied research campus to experience a fire or After over 20 years of event what themes were trending of many planners, or simply not yet to the keynote speaker. “Our keynote, other natural hazard. It’s also used in the tech operating in silos, we and where there were oppor- needed. Wayne Robinson, CMP, CMM, Erik Wahl, painted a famous athlete or booth at an annual convention related to “After over 20 years of need to integrate, reduce tunities for a sponsor to invite assistant vice president with FM Global historical figure upside down during his risk management. “We use augmented complexity and make event event tech operating in specific attendees to a special and chair of Financial & Insurance Con- presentation. We auctioned the paint- reality for prospective and current cli- tech deployment simple.” silos, we need to integrate, event, meeting or workshop ference Professionals (FICP), has wit- ings off among attendees who had the ents to show them how we can help to Just as Glau points to the reduce complexity based on their behavioral data nessed the rise of technology at recent most clicks.” mitigate risk,” Robinson says. “Using need for human-centered and make event tech and interests.” events. He noted that Klik wristbands Robinson says that via Klik they AI goggles and video they see what it’s design, Pierce says events deployment simple.” Tim Groot, co-founder were a hit at a meeting attended by one were able to incorporate technology, actually like to be in a fire in a ware- have to be designed “with and CEO of GRIP, says tech- third of the company’s employees. notifications and information. “For house or other facility. It’s gives them a MARY ANN PIERCE the attendee at the cen- Founder and CEO nology comes into play in Klik is an event engagement plat- example, we could send out a mes- better understanding of the value of our ter, and then technology is MAP Digital Inc. different ways for different form that enhances an attendee’s overall sage to let attendees know where their approach to risk mitigation.” found, fused or fashioned meeting organizers, but that in event experience via, in this case, wrist- colleagues were in order to meet up Creating engagement at meet- to execute the intended every case it should be about, bands. The platform includes a host of and network. It was fun and useful. It ings isn’t just about registration and attendee experience.” Robots Conference, and partnered with “An increased value offering through features to streamline event engagement benefitted the company in that it gave attendee-to-attendee interaction. Edu- As an example of how Pierce and her two other top technology providers to cutting-edge technologies that drive a including registration, event program- attendees a way to instantly meet peo- cation and presentations still matter, colleagues have boosted engagement create an experience for attendees and better Return on Time (ROT) for visi- ming, networking, location services, ple and interact. The biggest takeaway but not necessarily in the same old way. and more at a meeting, Pierce points to enhance and track engagement. “We tors and a higher Return on Investment attendee tracking, gamification and an was that you have someone who’s been “The things you can put into a pre- work for a major financial services client. fired up a MetaMeetings platform, (ROI) for exhibitors.” app for attendees to manage their pro- in the company six weeks, and he or she sentation now have totally changed, “We were tasked with building Meta- brought live shells on-site so that our file and access important information can walk up to the CEO and say, ‘Hey such as motion graphics,” Robinson says. Meetings, an integrated, compliant and team in New York could capture video KEEP IT SIMPLE “PowerPoint is no longer the only viable interactive event content and webcast webcasts using AWS (Amazon Web Ser- Like Glau and Pierce, he says plan- option. The Adobe Suite of options are management platform with one login so vices), and partnered with two of the ners need to focus on the solution as What Should Planners Ask of Venues Our Experts Provide commonplace now, such as After Effects. that attendees, speakers and staff could best-of-service technology providers: opposed to the individual features of a Related to Technology? a Detailed List You can drop in anything you want in access, upload and share the confer- GRIP, which uses AI to match attend- tech product. “Talk about the goal you order to generate enthusiasm — videos, ence content. The bank also wanted to ees, and Vivastream to analyze the event would like to achieve by using your — Who owns the bandwidth? be supplemented with information graphics, etc. — but you need to add serve up personalized content and 1x1 data to map the attendee’s journey.” technology and the overall experience — Who is accountable? about the event. more to create engagement, no mat- schedules to its attendees, thus differen- Attendees were shown how to use that you want to provide.” — Insist on receiving a detailed list of — If using the venue’s technology, ter your content or your audience. You tiating its conferences from other banks. the platform to make connections, Perhaps most importantly, he says, circuits and a network floorplan. negotiate the Internet connectivity, don’t normally see audience engagement Because MetaMeetings is one integrated review matches, schedule meetings keep it simple. “Many events overcom- — Ask about communications, technology services and deployment with PowerPoint alone anymore. Video content-management platform, the bank with fellow attendees and so on. They plicate the setup of their event tech- price and service. schedule for an event before signing the and motion graphics have become an has access to all the in-depth metadata could also view and share video ses- nology, which often results in a more — Ask if the venue has chatbots that can event contract. integral part of presentations.” on each attendee’s journey through- sions posted from the previous day. cumbersome user experience and less

18 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 19 PODCASTS Podcasts are a valuable engagement tool and can ARE POPULAR be used before, during, and Podcasts, however, are after meetings to boost and still very much a valuable continue engagement. engagement tool, even though they’ve been around for years and planners ners is to revise and evolve should consider using them. their metric of event suc- Mike McAllen, executive cess. Traditionally, event director, Podcasting4As- metrics of success were sociations, who has long based on number of attend- offered production ser- ees, anecdotal information vices for planners and their and the small percentage groups, and whose past of survey responders. The clients include Forbes and new metric of success for Wells Fargo, is now concen- many of our F1000 corpo- trating almost exclusively rate customers is attendee on creating podcasts for cli- DEPOSITPHOTOS.COM and customer insights. ents. “If you have content,” he says, “it’s and forth between the live session and the This answers questions: What content a great way to get it to your audience.” speaker providing new insights, extend- are our attendees consuming and how Podcasts can be used before, during ing interest in the podcast and the event. can we as event planners become more and after meetings to boost and continue “When you release a new podcast, effective with delivering relevant con- engagement. “If you create a podcast it can be set up to go to your targeted tent based on their behavior?” during an event, the audience can par- audience’s phone automatically,” McAl- He says technology that best cap- ticipate right then and listen to it later.” len say. “It’s a way to whisper in your tures engagement include session scan- He says podcasts can extend sponsor- attendees’ ears all year long. Time is ning, lead retrieval, mobile, surveys and ships and the revenue associated with your attendees’ No. 1 asset. Podcasting ibeacons. “Technologies like Vivastream them, as well. “A lot of groups are doing is a way attendees can consume your exist to help event organizers under- live podcast recordings and then releas- educating, entertaining and compel- stand engagement before, during and ing them after the fact, meaning you can ling messages while doing something after the event by leveraging behaviors mention sponsors during the live and data from the multiple tech- event, and then again when the “The new metric of nology implemented from events podcast goes out later. That helps success for many — not simply a single data source.” to increase sponsorship as well of our F1000 Additionally, he says, post- as engagement.” corporate customers event “trip reports” are now McAllen says that a call to is attendee and prevalent. “Trip Reports are a per- action can be included on any sonal URL embedded within the customer insights.” podcast that a company or group “Thank you for attending” email is sending out, giving organizers NICK FUGARO commonly sent to each attendee a way to measure engagement CEO following an event. When attend- and the effectiveness of the pod- Vivastream ees click the link within the email, casts themselves. they’re presented with their Booths come down after an unique personal webpage that event, he says, “But podcasts live on. You else — driving, sitting on a bus, working highlights their personal journey, inter- can republish them in different ways out, gardening, doing dishes or waiting ests, and engagement during the event and send them out again, for example to in line at the Post Office.” and recommended relevant resources let attendees experience sessions they Podcasts are available to everyone based on the content they consumed.” couldn’t get to or to make those sessions with an iPhone now, they simply have Plus, Fugaro adds, the Trip Report available to people you want to attract to subscribe. And Google is coming out link can easily be shared with manag- but who couldn’t be at the event.” with an Android version, meaning your ers, team members and social followers. You can transcribe your podcast podcasts can soon be part of a Google “We’ve seen as high as 300% increase in shows and turn them into multiple search, which extends the audience thank you email responses and engage- blog posts. Before a meeting, McAllen engagement and audience reach. Bottom ment when Trip Reports are included.” says planners can interview people who line: Podcasts are the engagement tool It may seem overwhelming for plan- were at the event last year who can talk that keeps on giving — in multiple ways. ners, but the positive outcomes with enthusiastically about it. They can also Whichever technology plan- new technology are many. Noting that interview speakers who will be at the ners currently use, one thing is clear: he’s one of the world’s top-10 techno- event in order to drive excitement. The ways of measuring success have phobes, Robinson says, “I do realize Once a podcast of a speaker’s session changed. Nick Fugaro, CEO of Vivas- the importance of technology and the at an event is wrapped up, organizers can tream, puts it this way: far-reaching shelf life it provides to our interview him or her again, cutting back “Our first recommendation for plan- meetings.” I&FMM

20 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com MEETINGINNOVATIONS Attendees Want Events to Meet Their Specific Needs

BY MAURA KELLER

here is a reason why so many financial back, and then the group decides.” and insurance meetings and events have Consider this: Today, we can sit in front of a screen been cookie-cutter productions. There and access nearly all the world’s information without are people to please and placate, funds to going anywhere. That begs the question: Why do we be allocated, and complex agendas to be still organize conferences and conventions? Why do developed. It is no wonder that so many we attend them? Tpeople end up at the same event they have attended a Gimpel says the answer is fairly clear: We orga- dozen times before. But as the world is enveloped in nize and attend conferences to get new information communication tools such as social media, blogs and and learn new things. We go through all this trouble 280-character Twitter posts, the overall meeting con- to connect with people in a human way that we can’t tent and design is evolving to meet attendees’ event by reading books, scanning web pages, watching vid- content and design preferences. eos or listening to webinars. We go for the informal Lee Gimpel, founder of Better Meetings, a meet- ‘water cooler’ moments that happen at big meetings; ing design, facilitation we go for the network- and training company ing, connecting and in Washington, D.C., “Attendees want to be reconnecting that hap- says a new generation able to connect, to learn pens face to face; we of meetings is co-cre- from others, to share their go for the energy and ative. For years there knowledge and feel like excitement of being has been a typical their time was well spent.” among hundreds or model of one person thousands of people running a meeting LEE GIMPEL who share a common with attendees sit- Founder interest or industry. ting around the table; Better Meetings “And, to come full either everyone is lis- circle: This is at the tening or one person heart of what attend- talks at a time. Or for larger events, facilitators and ees want,” Gimpel says. “Many conferences focus presenters ‘talk to’ meeting attendees with little to heavily on sharing knowledge, but they seem to miss no interaction. a focus on connecting people and their experiences, “This is usually pretty top-down and hierarchical. ideas and challenges. Attendees don’t want to be And frankly, it’s also pretty boring and you tend not to bored. They don’t want to be lectured to for hours on get a lot of engagement, participation, buy-in or qual- end. Rather, they want to be able to connect, to learn ity ideas,” Gimpel says. “While co-creative meetings from others, to share their knowledge and feel like may have a facilitator, they tend to authentically be their time was well spent.” asking for participation and giving attendees equal Beth Lawrence, CMP, chief event officer of Beth weight, and more of a chance to speak and shape the Lawrence Meetings & Events, an event produc - decisions. I’m seeing smaller groups that form within tion and experiential strategy company, says as a larger meeting — where people discuss and report more people are invited to more events, the format

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22 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 23 becomes tired and the expense can be your events and meetings.” audience in one room. In today’s information age, attendees go to meetings to connect with people in a pretty high. Furthermore, it’s not as Jumi Aluko, a Los Angeles-based “As the workforce is seeing more human way they can’t by reading books, easy to stay away from the office and event planner and strategic marketing young people, they are demanding scanning web pages, watching videos or justify the expense in time and money communications consultant of Jumi more engaging meetings that hold their listening to webinars. as it used to be. So meeting facilita - Aluko Events, says the format of meet- attention,” Aluko says. “You’ll see more tors need to work that much harder to ing content has changed to include and more meetings that are super spe- entice people to attend meetings, con- more dialogue and conversation, less cific and personalized to the individual. about the concepts,” Gimpel says. ferences and other indus- Why is that? Well, because no Meeting planners also shouldn’t try events, especially if one wants to sit through some- be afraid to take an active role as the they feel they are going to “As the workforce is seeing thing that serves no purpose or organizer. “There’s a philosophy that attend the ‘same old, same more young people, they is not relevant to them.” attendees don’t want direction, don’t old’ event they’ve been to are demanding more Aluko says meeting attend- want to be led and don’t want to be told a dozen times before. engaging meetings that ees want meeting content to be: what to do. You need not be a dictator, “While attendees are hold their attention.” ••Engaging. Gone are the days but you can nudge people into behav- always looking for more of just sitting and listening. iors that make the event more enjoyable information, they are also JUMI ALUKO Attendees want the opportunity and valuable,” Gimpel says. looking for opportunities Event Planner + Strategic Marketing to talk with other attendees One thing meeting planners should to expand their network at Communications Consultant and learn from them. Most know that there is a reason says. There’s also more attention being avoid is doing the same event year after Jumi Aluko Events the same time,” Lawrence people come to meetings and you’re sharing certain content paid to the meeting environment that year and not varying the format After says. “Events need to truly conferences to network, so and how they can get involved comes as part of a larger awareness of a few years, organizers see that atten- be a one-stop shop, and provide ROI to lecturing and more engaging the audi- they want as many opportunities with your message. human-centered design. “We may not dance often falls off. “Yes, the decora- the companies who have paid to attend ence, and getting together in small to do that while also learning. “It’s •• Flexible. When most people think say conclusively that meeting in a beige, tions might be different and the theme just as much as the sponsors.” groups and brainstorming ideas. “It’s moments when people can truly about meetings, they think about windowless room with bulky, uncom- might be different, but it still looks less of a sit-and-listen and more of connect, that they remember and conference rooms where everyone fortable furniture won’t produce great and feels like the same event, just on EVOLVING CONTENT & DESIGN a converse, collaborate, engage and keep them engaged with a business sits around a table. But people results, but organizations increasingly repeat,” Gimpel says. Differences in learning styles and learn,” Aluko says, who has seen this or brand,” Aluko says. prefer attending meetings where have some awareness of how the feel Gimpel also recommends planners retaining information are being rec- being done by inserting the latest •• Timely, yet valuable. People want they are free to roam the space and of their space dictates the results that allow for more audience participation ognized at today’s meetings, so Law- technology into meetings — from the to engage in discussions about change their position — be it giving the audience rence experiences a lot of dynamic way messages are conveyed, to having things that are hot topics, but throughout the day to more time for questions — breakout sessions that invite audi- livestreams, to offering presentations they also want the information remain comfortable. “Events need to truly be a or breaking up a large room ence participation, require partici- from people in other countries to an to be something impactful — to “Some of the meetings I one-stop-shop, and provide into small groups to discuss pants to follow along and implement attend that are most captivat- ROI to the companies who a topic or presentation so what they are learning in real time, ing are the ones in co-work- have paid to attend just as attendees can learn from and workshop-style sessions versus ing spaces where there are much as the sponsors.” each other. Often a room straight keynote speakers. various rooms to have con- is full of experts on a topic, “I also like to change it up with versations, take a private call BETH LAWRENCE, CMP and it just so happens that panel discussions, fireside chats, and or even meditate,” Aluko says. Chief Event Officer one person is standing in ‘fast chats,’ TED-style talks that are For meeting planners to Beth Lawrence Meetings & Events front of the room. less than 15 minutes in length,” Law- revitalize any type of meet- In addition, get people rence says. “I find that this is a great ing or event, they have to to meet each other. As Gim- way to tease breakout sessions on know what attendees want, and with- come from that space,” Gimpel says. pel explains, it’s stunning how often the main stage, that are happening at out that information, they can’t change It sounds really basic, but a meeting people who work in the same field a later time.” anything that will benefit them. professional should start planning by walk into a room and isolate themselves Meeting and event planners who “Meeting planners should avoid asking: “Why are we doing this event? in the rows of chairs without meeting are eager to revitalize their content assuming they know what’s best, or Why are people coming?” the people sitting right next to them, format and design for meetings should worse, jumping on the latest trends and “It’s easy to get consumed by master- because that’s not the culture of the use attendee feedback in surveys to throwing them all in their next meeting the logistics — the right projector in event. “There are lots of ways to do better gauge what today’s attendees ing and hoping for the best,” Aluko the right room at the right time or the this, but a simple one is just an invita- want. “Don’t be afraid to ask the ques- says. “It’s all about truly knowing your proper number of gluten-free meals at tion to talk to your neighbor for a min- tions of your attendees and sponsors, audience, hearing them and then imple- lunch — but start by thinking about the ute,” Gimpel says. to maximize the time and impact that menting ideas that make sense.” people, not the stuff,” Gimpel says. Often events try to cram in so much you have,” Lawrence says. “Also, change Gimpel says meeting content is One of Gimpel’s favorite sessions content — plenaries, breakout talks, it up from year to year if you have an increasingly seen as modular or nodal. he ever saw was at a conference for poster sessions, etc. — while shorten- annual event. ‘Expected’ and ‘routine’ This is where we see so many meet- financial professionals with a speaker ing downtime. But in many cases, the are not words you want associated with ings being run with sticky notes or note who was an expert on financial coach- most valuable parts of an event comes cards that can be moved or shuffled. ing. Rather than talk about the topic in the discussions that follow such “Some of this creeps in from project abstractly, she asked for a volunteer and sessions; when the speaker connects Meetings being run with sticky notes or note management and more visual projects then walked through an actual financial with an attendee or when one attendee cards that can be moved, shuffled and re- categorized do more to help attendees pay that draw from storyboards and design- coaching session in front of a live audi- remarks on the question that someone attention than traditional lecture formats. ing an experience, be it using a claims ence. “It was so much more interesting else asked. Of course communication app or buying insurance,” Gimpel and informative than simply talking is key when orchestrating the event’s

24 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 25 design. So meeting planners need be thorough in communications with staff members to ensure all service and support is provided in a cohesive, effective manner. Finally, know your audience and their expectations. What special touches will surprise them, make them feel pampered or steal them away from their everyday world, and surprise and delight at every turn?

FUTURE MEETING DESIGN Of course, no discussion of content meeting and design would be complete without paying some attention to DREAMPLAY MEDIA the role social media and apps play in Meeting formats are moving away from long lectures to shorter meetings with more attendee today’s meeting environments. Meeting participation and frequent breaks. planners agree that ‘under 35s’ want a mix of traditional and digital content delivery because they grew up in the phones and tablets, meeting and event it’s something that everyone is talking technology age. Thus, they want more planners need to utilize platforms about now, and is sure to be intentional content delivered via social media such as Twitter, Facebook, LinkedIn, as individuals demand more of those and event apps. They want free Wi-Fi Instagram, YouTube and Pinterest to opportunities,” Aluko says. access anywhere they go and a good their fullest potential. Vanessa Keating, owner of Evolve phone connection at all times. As technology continues to evolve, Creative, with more than 20 years of For large events and trade shows, the future of meeting content and experience in producing events nation- the ‘under-35’ crowd expects the design will evolve. There will be more wide, says as meetings content and Motivate Top Performers With What They Value Most traditional signage and hoopla, but opportunities for personalization dur- design continues to evolve, everything — A LUXURIOUSLY REWARDING EXPERIENCE — they also want the app that tells them ing meetings — people truly being able is becoming more fast paced — attendee where to go in five minutes. And to engage during an event the way they attention spans are getting shorter all The secret to a successful event is to produce unique experiences that will stay with your attendees for years to come. because the majority of those within want. “There will also be more focus the time — so creative ways to keep Regent Seven Seas Cruises® specializes in creating awe-inspiring moments for our guests, beginning with lavish pampering the ‘under-35’ crowd have smart on self-care and well-being at events as attendees focused while still conveying by a professional sta¢, highlighted by delicious made-to-taste cuisine and culminating with intimate excursions that the important information is key. highlight the culture and gastronomy of the world’s most coveted destinations — all of which are completely included. U.S. Postal Service “Technology will keep changing Statement of Ownership, Management and Circulation 1. Publication Title: Insurance & Financial Meetings Management 2. Publication Number: 012-991 3. Filing Date: September 23, 2019 and developing, which will make some Our ships are the ideal venue for your next meeting or event. Enjoy the satisfaction of designing 4. Issue Frequency: Bi-Monthly 5. Number of Issues Published Annually: 6 6. Annual Subscription Price: N/A things easier or more impactful, and in 7. Complete Mailing Address of Known Office of Publication: 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 an unforgettable experience for your attendees while also surpassing your desired business objectives. Contact Person: Harvey Grotsky Telephone: 561-989-0600 ext. 106 other ways may make things more com- 8. Complete Mailing Address or General Business Office of Publisher: 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 plex and difficult from the perspective 9. Full Names and Mailing Addresses of Publisher, Editor and Managing Editor: Publisher: Harvey Grotsky, Coastal Communications Corporation, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 of a meeting planner,” Keating says. Editor: Harvey Grotsky, Coastal Communications Corporation, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 LET US MAKE YOUR JOB EASIER BY PROVIDING THE FOLLOWING VALUABLE INCLUSIONS: Managing Editor: Henry Fitzgerald, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 That said, Gimpel thinks we will 10. Owner: Coastal Communications Corporation, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 — Harvey Grotsky 100% 11. Bondholders: None inevitably see meetings that use more • FREE MEETING SPACE AND A/V • FREE SPECIALTY RESTAURANTS • FREE UNLIMITED BEVERAGES, INCLUDING 12. Tax Status: Has Not Changed During Preceding 12 Months technology that’s both functional and EQUIPMENT, INCLUDING TECH SERVICES FINE WINE AND PREMIUM SPIRITS 13. Publication Title: Insurance & Financial Meetings Management • FREE UNLIMITED WIFI 14. Issue Date for Circulation Data Below: August/September 2019 gimmicky — be it voting on our phones • FREE UNLIMITED SHORE EXCURSIONS • FREE CUSTOMIZED ITINERARIES Average No. Copies Each Issue Number Copies of Single Issue • FREE PRIVATE RECEPTIONS 15. Extent and Nature of Circulation During Preceding 12 months Published Nearest to Filing Date or bringing in participants via video. & EVENT PLANNING ASSISTANCE FREE a. Total Number of Copies (net press run) 6,000 6,000 But he also thinks we’ll eventually real- • PRE-PAID GRATUITIES AND AWARD GALAS b1. Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541 3,801 3,815 b2. In-County Paid/Requested Mail Subscriptions stated on PS Form 3541 — — ize that very, very few successful con- b3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid — — or Requested Distribution Outside USPS® ferences are built on one person lectur- Requested Distribution Requested Legitimate Paid and/or Paid Legitimate b4. Requested Copies Distributed by Other Mail Classes Through the USPS — — ing to a room for 50 minutes, followed c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4)) 3,801 3,815 d1. Outside County Nonrequested Copies Stated on PS Form 3541 2,079 2,069 by five minutes of questions. d2. In-County Nonrequested Copies Stated on PS Form 3541 — — d3. — — “I think conferences will see that the

Distribution Nonrequested Copies Distributed Through the USPS by Other Classes of Mail Nonrequested Nonrequested d4. Nonrequested Copies Distributed Outside the Mail — — value they create is largely tied to the e. Total Nonrequested Distribution (Sum of 15d (1), (2), (3), and (4)) 2,079 2,069 THE MOST INCLUSIVE LUXURY EXPERIENCE™ f. Total Distribution (Sum of 15c and e) 5,880 5,884 connections they make and the prob- g. Copies not Distributed 120 116 lems they solve, and those tend not to h. Total (Sum of 15f and g) 6,000 6,000 CONTACT US AT 1.866.625.6338 | 305.436.4465 i. Percent Paid and/or Requested Circulation (15c divided by f times 100) 64.6% 64.8% happen in mammoth meeting rooms 16. Electronic Copy Circulation [email protected] | VISIT RSSC.COM/EVENTS a. Requested and Paid Electronic Copies — — filled with people passively watching ARRIVING b. Total Requested & Paid Print Copies (Line 15c) + Requested/Paid Electronic Copies (Line 16a) 3,801 3,815 and listening,” Gimpel says. “Indeed, c. Total Requested Copy Distribution (Line 15f) + Requested/Paid Electronic Copies (Line 16a) 5,880 5,884 FEBRUARY 2020 d. Percent Paid and/or Requested Circulation (Both Print & Electronic Copies) 64.6% 64.8% I hope the future of meetings is more (16b divided by 16c x 100) P I certify that 50% of all my distributed copies (electronic and print) are legitimate requests or paid copies. co-creative, more participatory, more 17. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the October 2019 issue. engaging and taps into more of the 18. Signature and Title of Editor, Publisher, Business Manager, or owner (Signed): Harvey Grotsky, Publisher/Owner Date: 9/23/2019 Seven Seas Splendor® Seven Seas Explorer® Seven Seas Voyager® Seven Seas Mariner® Seven Seas Navigator® I certify that all information furnished on this form is true and complete. I understand that anyone who furnishes false or misleading information on this form or who omits human knowledge and potential gath- 375 SUITES 375 SUITES 350 SUITES 350 SUITES 245 SUITES material or information requested on the form may be subject to criminal sanctions (including fines and imprisonment) and/or civil sanctions (including civil penalties). ered in the room.” I&FMM AFRICA | ALASKA | ASIA | SOUTH PACIFIC | CANADA & NEW ENGLAND | CARIBBEAN | MEDITERRANEAN | NORTHERN EUROPE | SOUTH AMERICA

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26 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com INDUSTRYTRENDS Making Wellness A Meeting Priority

s meeting and event spending time outdoors is one of the have shifted and it’s easy to see why attendees become more fastest ways to improve your health when most of the large Fortune 500 health conscious, crave and happiness. It’s been shown to lower companies now have gyms on-site for nutritious foods and stress, blood pressure and heart rate, their employees to utilize. This attitude request meetings that while encouraging physical activity and has been spilling into conferences for don’t require sitting for lifting your mood and mental health. We awhile now with healthier meal options, hoursA at a time, meeting venues and see the results during each Exchange.” mindfulness or ‘stretching’ breaks and planners alike are working hard to According to Ashlee Mueller, busi- energy-boosting teas and shakes.” incorporate health and wellness com- ness development manager at Min- These days professionals will likely ponents into their offerings. In fact, select events that include a well- researchers are increasingly saying ness program not only because that “sitting is the new smoking” “Studies show that it can be replenishing and help when it comes to health outcomes. spending time outdoors reduce stress, but because that FLEX, the Financial Leadership is one of the fastest event is sending a strong sec- Exchange, is hosted annually in Sun ways to improve your ondary message to the attendee Valley, Idaho. Attendees are CFOs health and happiness.” that their well-being matters and financial leaders in the food ser- to that company. vice industry. In addition to inspir- LUKE KIRCHER “When companies invest in ing and educational presentations, Vice President of Exchanges professional wellness, employee Revelry Group FLEX includes engagement oppor- productivity, work satisfaction tunities in non-traditional settings and retention increase, burn- and takes wellness seriously. out decreases and employees “We encourage collaboration and neapolis Northwest Tourism, com- generally feel they have new tools to growth through community and well- panies are making overall wellness a manage stress and work/life balance,” ness,” says Luke Kircher, vice president focus throughout meeting and con- says Megan Gunnell, LMSW, founder of Exchanges for Revelry Group, a Cer- ference culture. and director of the Thriving Well Insti- tified B Corporation that hosts FLEX “Work/life balance has become a tute, who is also a psychotherapist of 23 annually and creates shared value for necessity to people as they choose their years and international retreat leader. its partners in the food, beverage and positions and the companies they want hospitality sectors. “Studies show that to work for,” Mueller says. “Things STRATEGIES TO TAKE Kerry Wekelo, chief operating officer at Actualize Consulting, a financial services firm, is an expert on integrating wellness into her company’s meetings. The company’s off-site Intentional Lead- ership meetings often include breathing for stress management and clarity. “We start our financial meetings by putting the focus on our people first, and how they have helped us to be successful and meet our goals,” Wekelo says. “When we first started the firm back in 2003, we would spend over one hour discussing

Kerry Wekelo, chief operating officer at Actualize Consulting, says her company changed its meeting culture and employees, left, have benefitted from the new approach. BY MAURA KELLER

28 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 29 Taking the time. The hardest part Age-appropriate activities. Meet- in adding a wellness activity to a meeting planners need to consider who the ing or event is finding the time. But part majority of attendees are and together of getting everyone to meet out of the with the wellness professional, decide office environment is to ‘hit the reset what offering would be most beneficial button’ and recharge. Allowing time for those participants. “For a varied in the morning or afternoon for their audience, meeting planners could con- attendees to relax at a group yoga/med- sider offering breakout session choices itation class or a group bike ride helps where some attendees could select a everyone bond, collaborate and come more strenuous offering like hiking or into the next meeting with their blood zip lining and others could select more pumping and ideas flowing. An easy way restorative sessions of massage or body to incorporate wellness into your event work,” Gunnell says. is taking brain breaks to recharge both Julie Marie Palumbo, CEO and mind and body. Offer attendees a five- founder of Best Whole Self LLC, often minute meditation break and encourage works with conference and meeting them to unplug and rest their eyes. planners to incorporate wellness com- COURTESY OF KSENIJA SAVIC COURTESY OF WILL TAYLOR “One of our biggest challenges in ponents into each day. “Different age ary foods for energy-boosting options At a Women’s Wellness Retreat at Anamaya Abby Phon, a certified, holistic health and openly and immediately. pulling together the agenda for FLEX is groups have different needs when it that prevent fatigue and increase Resort in Costa Rica, attendees relax by wellness coach, has done wellness programs at Healthy meetings have been a grow- ensuring the right balance of workshops, comes to their health so it is important focus. Also have water on hand to stay doing yoga on the deck at the center. large companies such as Google and WeWork. ing trend for years — from 15-minute activities, presentations and down time,” to offer programs that address those of hydrated. Offering ‘spa water’ can make nature hikes to meditation sessions and Kircher says. “We are committed to at the audience,” Palumbo says. hydration more appealing. This can be geocaching — and there are several key least two hours of group outdoor activi- For example, young professionals as easy as just adding cucumber slices women and yes, even children. This our financials while putting people to ways to incorporate both simple and more ties every day.” This could be hiking, fly often suffer from burnout and keeping or another fruit such as berries, melon ‘healing power of touch’ can dramatically sleep. Now we send out the financial data elaborate wellness aspects into meetings. fishing, pool parties in the summer and late hours, so it is important to address or citrus in the water dispensers. rejuvenate an individual’s mind, body ahead of time and make it available in- Gunnell says there are a few key ele- fall or skiing, snowshoeing, or cross- not only their physical health, but men- Spa experiences aplenty. One key and spirit by reducing muscle tension, person. We discuss successes centered ments every wellness event should have. country skiing in the winter. When plan- tal health, as well. “Those who have way that many meeting planners incor- improving joint flexibility, and promot- around our team’s achievements. People Take a holistic approach. “It’s ning the meeting, Revelry Group also been in the workforce for 25+ years porate healthy options into an event is ing faster healing, in young and old alike. care about each other and how well we imperative to cover mind, body and has made adjustments over the years often ask me to coach them on main- by offering spa treatments to attendees. Nowhere is the spa phenomenon are doing, not the actual numbers. It’s soul. It’s also a must to have experien- to bring together work and play in their taining higher energy as well as the Spas come in all shapes and sizes — just more evident than in the cruise industry. wellness through our people’s successes.” tial components for people to have a activities — for example, attendees bike physical stamina to keep up with work like those who visit them. Spas also According to Leysi Sabates, global busi- For more complex wellness pro- chance to experience what well-being from one session to another. and social demands,” Palumbo says. come with different kinds of strengths, ness development manager, corporate gramming, Wekelo uses daily prin- feels like,” Gunnell says. Typically Gun- Location, location, location. “They also have needs more specific to such as fitness or pampering, and their incentives, meetings and charters with ciples of wellness at Actualize Consult- nell’s one-day wellness programs begin “We’ve also found that choosing a loca- chronic illnesses and internal health as styles run the gamut from low-key and Celebrity Cruises, the company strives ing, focusing an entire meeting/event with an invitation for participants to tion that supports your meeting well- opposed to their physical appearance.” inexpensive to luxurious and high- to create a holistic wellness journey like around wellness. let go of what happened yesterday and ness goals is important,” Kircher says. Mueller also says it’s important to priced. And as more companies rec- no other on land or at sea. The principles are: what they’re worried about tomor- “We’ve carefully chosen Sun Valley select an active-centric Examples include: The Spa • Breathing. Use breathing tech- row and allow themselves to be in the because it is a magical place, off-the- location from which to host “Work/life balance has on Celebrity Edge, a 22,000- niques when you change topics in your moment of the event. Sometimes Gun- beaten-path and surrounded by nature, a meeting. “Find an event become a necessity to sf refuge for participants to meetings to help the listener transition nell opens with a simple yoga practice but if you don’t give your attendees space that offers outdoor people as they choose their renew, restore and reinvigorate. with a clear mind. or if they’re hosting a wellness retreat the opportunity to immerse them- activities and amenities for Featured aboard their Solstice positions and the companies • Movement. Incorporate movement on location, they’ll walk the beach or selves in the experience, we think that groups,” Mueller says. “You and Millennium class ships is into team-building activities such as hike in the mountains. is a mistake.” can even get in the water and they want to work for.” the Canyon Ranch Spa, where hiking, bowling, yoga, table tennis, etc. do an activity like kayaking, ASHLEE MUELLER attendees can simply unwind • Nourishment. Offer healthy food canoeing, stand-up paddle- Business Development Manager in the tranquil Persian Gar- options throughout the event to sup- boarding and SUP Squatch, Minneapolis Northwest Tourism den and where they’ll enjoy a port nourishment. a unique, six- to 10-person variety of new fitness classes, • Daily routine. Have a session on paddleboard. Or gather seminars, exhilarating spa the importance of personal care during your group on the green at treatments and salon services. their daily routines. When Wekelo’s a golf course.” ognize the need for their employees to They also offer Spa café — which offers team is stressed, the first question Healthy food options. Meet- embrace health and well being, they are a creative take on healthy cuisine such as asked is, “What are you doing that you ing planners also are always looking incorporating spa treatments as part of salads, soups, proteins, and juices. love or inspires you daily?” for new ways to offer sweet treats to their meeting and event agendas. Holistic exercise programs. Of • Challenges/Communication. Dis- attendees, while making sure they also Perhaps the most popular of spa course, it was only a matter of time cuss protocols to handle conflict directly, have healthy items. Offering a ‘super- treatments being used to help relax and before overworked and overstressed foods break’ provides items such as refresh attendees is massage therapy. It workers discovered the power of holistic fresh smoothies, super grains and anti- may have started as a seemingly fleeting approaches to reducing stress. As a result, Julie Marie Palumbo, CEO and founder of Best Whole Self LLC, often speaks about oxidant shooters. One simple wellness trend for those looking for a periodic meeting planners are integrating the living with Crohn’s disease and reaching technique is to offer healthy snacks and escape into the world of pure relaxation, mind and body into exercise programs remission all through a healthy lifestyle. then nutritious options at every meal. but massage has proven to have serious to restore equilibrium to their body and Consider swapping out high-carb, sug- medicinal power for millions of men, eliminate the negative affects of stress.

30 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 31 Yoga is popular for people Companies are making overall The Lodge at Sea Island wellness a focus throughout in search of something new. meeting and conference In addition to increasing culture. e best keeps getting better. concentration and flexibility, yoga offers a sense of well being, while stretch- EMBRACING A ing, toning and increasing FUTURE OF WELLNESS muscle endurance. Some If a meeting planner of the more interesting wants to offer a well- ways to bring wellness ness avenue to a meeting to the forefront is to pro- or event, experts agree mote a ‘steps contest’ for they need to thoroughly the meeting, rent exercise research facilitators. Do balls in lieu of chairs, and they have experience? Are teach desk exercises that they a legitimate, licensed attendees can incorporate professional? “Meeting when back to the office. attendees want to receive Mini yoga breaks can focus high-value information and on stretching, breathing are searching for an experi- and mindfulness. ential wellness component Meditation room or that will help them imprint guided meditation ses- the significance and there- sions. Teaching attend- fore the likelihood of con- ees how to breathe and COURTESY OF KSENIJA SAVIC tinuing this technique or meditate is a great way to manage stress, Giving back feels good. Business an aspect of it once they return home,” anger and anxiety. Whether it’s personal volunteerism, often referred to as Gunnell says. “I’ve seen conference or work related, this could make a huge corporate social responsibility (CSR), organizers really miss the mark on this overall impact on everyone. Abby Phon, can take many forms and it can be a by hiring a mediocre comedian or an a certified holistic health and wellness quadruple win. Everyone involved entertainer instead of a wellness profes- coach who has done wellness programs — the organizations that provide the sional who is trained to know how to at large companies like Google and employee volunteers, those where facilitate an offering that feels safe and With more meeting space, more rooms, WeWork, says benefits include greater employee volunteers help out, the meaningful to explore. Attendees should ability to focus on the day’s sessions and wider community and the employees have a clear understanding of what the increased emotional intelligence during themselves — has something to gain. wellness component goals are both from and amenities for your clients. networking opportunities during and Such efforts offer a low-cost, low- the conference organizers as well as after scheduled events. risk, high-impact way of making the the facilitator.” “If an all-day meditation Whether it’s an activity they room isn’t an option, sched- participated in on the property, uling 10 to 15 minutes at “Many conference a seminar they attended about the start of the day to help venues have local wellness stress relief through medita- attendees center and focus centers they partner with, tion or a fresh and healthy themselves is a great option but there are iPhone/ meal they ate, attendees can as well,” Phon says. “Many Android meditation apps leave feeling energized and conference venues have that work great too.” take those healthy ideas home local wellness centers they or back to the office. partner with, but there are ABBY PHON, CHHC, AADP, IAHC “The main purpose of a Beautiful Waterfront Meeting 18-hole Putting Course New Pool and Pool House iPhone/Android meditation Integrative Holistic Health and Wellness Coach conference is often to enhance and Event space apps that work great too.” the performance of employ- Stretch breaks. Having ees, increase their excitement he Lodge at Sea Island, surrounded by two championship golf courses and twice named stretch breaks is especially important for knowledge, skills and experiences of and dedication, and teach them skills the #1 Hotel in the U.S. by U.S. News and World Report, has introduced new meeting and people sitting at a computer all day and the business sector accessible to the to become more valuable assets to the staring at a screen, or sitting in an audi- nonprofit sector while building under- company. But without incorporating a event space, six cottages with sleeping rooms, a pool, pool house, and 18-hole putting torium or conference center listening to standing, employee skill and commu- wellness component, many of the skills Tcourse. Now with 57 sleeping rooms and more than 11,500 square feet of meeting and event lectures. “Opportunities to move your nity goodwill. And experts agree that they learn will not be implemented if space, e Lodge is the perfect location for your next incentive trip, board of directors, or intimate body keeps you focused and engaged on business professionals who volunteer they are not feeling their best,” Palumbo corporate meeting. An all-new state-of-the-art Golf Performance Center debuted in early 2019, the task at hand,” Phon says. “Your cre- during meetings and events find their says. “Physical and mental health is just ativity is also enhanced when your body experiences inspiring, empowering as important to companies’ bottom lines adding even more opportunities for an exceptional experience. as well as your mind is engaged. Aim for and sometimes life changing — all key as the skill sets required to perform no more than 50 minutes of passive con- wellness components. They are giving tasks, so it is critical that more wellness tent with five to 10 minutes of stretching, the opportunity to practice service and programs are components of confer- movement or yoga in between.” compassion for those who need it most. ences going forward.” I&FMM 888-906-8048 • www.seaisland.com

32 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com INDUSTRYTRENDS Customer Experience is the New Competitive Advantage

BY MAURA KELLER

n the meetings and events industry, it’s all about getting people to remember your business, your service and your brand. For many meeting and event planners, customer service is Ithe arena that puts the ‘big picture’ perspective into focus and determines a better experience for your audience Julie Austin is an award-winning inventor, where a planner can make a significant than the next guy, and you win. Cus- futurist and an internationally known thought impression. With that said, more and tomers will return again and again. leader on the topics of innovation and more planners recognize the important In recent years, the concept of cus- competitive advantage. She is also CEO of role customer service plays in making tomer experience has emerged and for consulting firm, Creative Innovation Group.

DEPOSITPHOTOS.COM immediate and lasting impressions on many professionals, customer experi- clients and attendees alike. ence is where the focus ought to be, not just customer service. Annette Franz, tionship for, and with, your customers EVOLUTION OF SORTS founder and CEO of CX Journey Inc., and constituents.” Whether you’re part of an inde- a customer experience strategy con- Picoult says two key factors under- pendent meeting and event planning sulting firm, is a coach, speaker and score the importance of a great cus- firm, or if you work within a financial an author with more than 25 years of tomer experience in the meeting and or insurance meeting or event planning experience in the customer experi- event planning industry. First, there’s a department, the bottom line is the same: ence discipline. lot riding on these events. People’s perceptions of your business As Franz explains, customer experi- “They are usually big, high-profile or personal brand will be shaped by the ence is the sum of all the interactions engagements that are closely watched experience they have with you. by top executives,” Picoult says. According to Jon Picoult, “Customer service “If the event doesn’t go well, the founder and principal of Water- is what happens downside ramifications, includ- mark Consulting, a customer when the experience ing the reputational impact to all experience advisory firm, those involved, are significant.” breaks down.” perceptions have consequences. Furthermore, event planning “If positive, they help fuel repur- is a service that many business chase and referral behavior, or ANNETTE FRANZ sponsors could potentially view Founder and CEO for internal corporate planners, CX Journey Inc. as a commodity. “And if sponsors career advancement,” Picoult believe there’s little differentia- says. “If negative, they drive tion between planning providers, people away and create unfavor- it creates an environment where able word-of-mouth.” that a customer has with a brand over attention is focused on the price quoted Experts agree that customer ser- the life of the ‘relationship’ with that instead of the value delivered; an envi- vice has evolved tremendously over brand, and importantly, the feelings, ronment where sponsors develop no the last 10 years to become the focal emotions and perceptions the customer allegiance to planners; an environment point of event planning businesses to has about those interactions. so devoid of client loyalty that it all ensure that customers are satisfied “Customer service is just one of those but assures business or career failure,” and engaged, will recommend and will interactions,” Franz says. “Customer Picoult says. return. As Picoult explains, because service is what happens when the expe- What’s more, meeting and event products and services — including rience breaks down. When you focus on planners have several customers that events and conferences — have become improving the overall experience — of they need to keep happy, including: the so commoditized, customer experience which customer service is just a part — audience/attendees, the speakers, the is the only true differentiator. Deliver it leads to a simple and seamless rela- sponsors, the media partners, the host

34 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 35 the last decade or so. Customer service used to mean that there was one phone number to call from your landline when you needed help. “Now, there are so many ways for customers to reach out via phone, web, live chat and social media,” Andrews says. “People have the ability to connect 24/7, in real time, so there is a need to provide greater accessibility, deliver faster response times and even be more transparent in order to create better experiences that result in more satisfied customers. It’s simple — but not always obvious — good customer service keeps clients coming back and also helps define your profes - CVENT sional reputation.” At Cvent CONNECT, the company provided these assets to their full potential and At its core, good customer service in Today social media and customer the 4,500 attendees with the opportunity provide ideal customer service, because the meeting and events industry means service has had a significant impact on to give feedback before, during and after it will show in the quality of the events.” delivering an incredible experience for customer support. While social media the event via the mobile event app to boost CVENT customer appreciation. Rachel Andrews, meeting planner attendees, ensuring the event supports used to be a space for people to con- and director of global meetings and and helps drive overall business goals, nect and chat with friends and family Andrews says. “CEOs want to know At its core, good customer service in the events at Cvent, says no matter how big and delivers it all within budget. in a casual, fun way — in recent years, it very different information than a CFO meetings and events industry means site, the A/V tech companies, the ship- or small an event planning job, great As Andrews stresses, it’s not an easy has become an important space for cus- does. It’s important that you speak in delivering an incredible experience for attendees and ensuring the event supports ping companies and more. event planners know that to their cli- task. In fact, it’s probably why event tomers to share their experiences, work their language.” and helps drive overall business goals. So what does a good experience ent, their event means everything. If planning has been named one of the through issues and challenges and learn Andrews has personally found that mean to the financial and insurance planners don’t give each client their most stressful jobs in the world. “But best practices. delivering comprehensive FAQ sheets meetings and events industry? It’s the undivided attention during planning beyond this, I’d say that at the end of “It’s essentially another customer to the various event stakeholders is a difference between a great event that sessions or don’t proactively offer out- the day, happy attendees mean a happy service channel that organizations fantastic customer-service tactic. By “This includes transitioning to a mobile is well attended versus one that is of-the-box solutions to their unique client,” Andrews says. “If you focus on need to be monitoring and engaging proactively answering the most fre- app instead of printing materials. When mediocre and doesn’t get a repeat audi- needs and requests, they’ll find some- what the attendees want and what the with,” Andrews says. “Because of social quently asked questions surrounding selecting the food and beverage, we can ence year after year. While this means one else to plan their event the next time. business needs, that’s the epitome of media’s around-the-clock nature, it’s a specific event positions the meeting switch to water dispensers instead of different things to different custom- “Not only is exceptional customer great customer service.” important to build up and nurture your planner as the expert and also shows plastic bottles. These cost savings and ers, in general, if it’s a bad experience, service important for a successful social media support strategy, so that that they care about the needs and the sustainability movements can set you the sponsors won’t return, nor will the career in the event planning business, it TECHNOLOGY & customers’ unsatisfactory experiences interests of each stakeholder. apart, and make your clients feel good speakers or the attendees. is vital to help showcase the importance CUSTOMER SERVICE don’t go unnoticed and are responded Other important customer service about more than just your event-plan- “The only way to know what good of the meeting and event planner role Social media has impacted customer to quickly, while the positive ones are skills meeting planners need to incorpo- ning services.” customer service means — and to deliver on a larger scale,” Andrews says. “In the service by giving customers a bullhorn captured and shared with your follow- rate are flexibility and patience. Event One of the best ways to improve the the ideal experience to each constituent past, organizations wrote off events as of sorts. If they have an issue, clients as ers. This especially holds true for live managers should be able to modify and customer experience is to gather feed- — is to take the time to listen to them, something that they could handle and well as meeting and event attendees can events and how much attendees share tailor their event, both in the planning back and put it into action. For Cvent get their feedback, under- and will amplify it through to their networks.” stages and even on-site, to accommo- CONNECT, the company’s annual user stand who they are and what “It’s simple — but not their followers and their fol- date changing client preferences. conference, they hosted more than their needs are, and design always obvious — good lowers’ followers. STEPS TO TAKE “A happy attendee will want to 4,500 attendees, and provided them an experience to meet those customer service keeps “And if you’re not active on Improving customer service to return; will speak highly of the event with the opportunity to give feedback needs,” Franz says. clients coming back and social media, if you’re social clients is vital for any industry, but with their peers; and will, in turn, help before, during and after the event via With technology at our also helps define your media team isn’t equipped particularly within the meetings and your client grow and scale their events the mobile event app. This feedback fingertips, event profession- professional reputation.” to swiftly respond to and events industry. year after year,” Andrews says. offers a deeper level of insight into als need to be responsive, but address concerns from your To do this, a meeting planner needs In addition to listening to a client how attendees perceive and engage quality is still very important. RACHEL ANDREWS customers, then the whole to put themselves in their client’s shoes, and following an event countdown, it with the event. One thing to remember: Samantha Flowers, meeting Meeting Planner and Director of world is going to hear about understand who they’re answering to is important to be consultative as well. Gathering feedback is the first step and Global Meetings and Events and event manager at Spe- Cvent it — multiple times,” Franz and do whatever they can to ensure As Flowers explains, they learn as they is useless, unless you analyze it and cial D Events Inc., says hav- says “The key here is to be they have the insights and support they grow from experiences and continuing put it into action so you can make your ing an event planner on staff, where customers are, to com- need to answer any questions — no mat- education, so we need to recall that event better each year. whether that is internal or an agency, is plan internally. However, as companies municate with them in their preferred ter who is asking them. knowledge and transfer it to our clients Indeed, as Franz explains, meeting a huge advantage to companies. hosted more events and realized the channels or methods. Know and under- “Know how to speak with each on a regular basis. and event planners must look at each “Being an event planner comes business impact these events had on the stand those preferences and use them stakeholder and ensure you’re armed “Instead of simply contracting a individual customer persona — attend- with a special set of skills and experi- bottom line, the meetings and events to your advantage.” with the information you need to have hotel, we can first negotiate discounts ees, speakers, sponsors, etc. and gather ence that can elevate events. Planners manager role as a career really came to Andrews says the customer service intelligent conversations on progress or free Wi-Fi to help our client’s budget. feedback from them. consider details that others may not,” the forefront. Delivering exceptional landscape completely shifted when updates, potential issues, overall event We can suggest tactics for the event to “The event organizer who does this Flowers says. “It is important to utilize customer service ensures we stay there.” smartphones came into the picture in results and impact on the bottom line,” be more sustainable,” Flowers says. — asks for feedback from every con-

36 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 37 More planners recognize the important role customer service plays in making immediate and lasting impressions on clients and WHEN IT COMES TO SUCCESSFULLY EXECUTING AN INSPIRING attendees alike. INCENTIVE REWARDS PROGRAM, OCEANIA CRUISES OFFERS

to achieve that is by giving customers something they can’t get anywhere else. In addition, Austin has learned one important thing about customer service. “You don’t have to be perfect, but you do have to respond and respond quickly to their issues. Ignoring a customer or taking too long to get back to them is seen as a sign of disrespect by them,” Austin says. “What they want to know is that you care about them and that you try your best. They don’t want to be forgotten.” Indeed, poor communication is a major pitfall for event managers and will ultimately lead to unhappy clients BRETT MOUNTAIN PHOTOGRAPHY and likely, an unsuccessful event. As stituent and then does something with way — then the experience we’re going Andrews explains, clients like to know it — will be the premier event organizer through feels worse as a result. The what is going on, so agree on a commu- that everyone will want to work with,” good news is, meeting/event plan- nication cadence with your client and Franz says. “If you want to stand out ners can combat that sentiment by stick to it. Deliver daily or weekly prog- in the hearts and minds of your clients, giving their sponsors the perception ress and budget updates, registration you have to understand your clients of control by doing such things as pro- counts, and other key data to the people and understand what would cause viding options throughout the plan- who need it. Make the information easy you to stand out for them. The cus- ning experience. to find and digest. tomer experience is defined by Customer service also extends the customer.” “If the event doesn’t to attendees, so utilize a mobile Picoult adds that one way event app, which can play a key go well, the downside to reduce customer effort is to role in ensuring attendees are obviate the need for clients to ramifications, including aware of event updates, session think of — and ask — questions. the reputational impact location changes and more. Make it easy by preempting to all involved, are “Don’t forget about the little their inquiries by, for example, significant.” things,” Andrews says. “Genuine using a detailed pre-planning JON PICOULT customer service can be as sim- event questionnaire, or simply Founder and Principal ple as having staff on the floor by being two steps ahead of Watermark Consulting at all times to help attendees I The Finest Cuisine at Sea™, served in a variety of distinctive open-seating the client and always think- find their session or make sure restaurants, all at no additional charge ing about the next question attendees have access to allergy- I FREE and unlimited soft drinks, bottled water, cappuccino, espresso, teas and juices they’re likely to pose. “Whether it’s options regarding friendly food options.” I Picoult also suggests event profes- location, venue, food or entertainment, At the end of the day, the ‘customer FREE 24-hour room service and pre-paid gratuities sionals who are eager to provide excep- when a client feels that the design of is always right’ mantra holds true I FREE meeting and conference capabilities with complimentary tional service do the following: the meeting or event is something they in nearly every industry across the audio/visual equipment • Be very responsive to calls, texts have control over, they’ll tend to feel board. And with the increased impact I FREE Internet and emails. If your client has to follow- better about the experience as a result,” of social media and online review sites, up with you due to poor responsiveness, Picoult says. delivering exceptional customer ser- I Intimate & luxurious ships catering to just 676 guests on Regatta, Insignia, Nautica you’re essentially creating more effort vice, quickly and efficiently, will be key & Sirena or 1,246 guests on Marina & Riviera in their life, which will cultivate nega- FULL SPEED AHEAD in the years to come. I Widest, most diverse array of destination-intensive itineraries featuring a refreshing tive impressions about the experience. Julie Austin is an award-winning “It’s important to remember that mix of popular destinations, boutique ports and seaside villages • Provide information in a clear, inventor, futurist and an internationally people believe other people — their easy-to-read format. known thought leader on the topics of friends, peers, professional networks,” • Create the perception of control. innovation and competitive advantage, Andrews says. “So, one bad review — It’s human nature that we like to be and CEO of the consulting firm, Cre- one disgruntled client — can really hurt ASIA & AFRICA | ALASKA, CANADA & NEW ENGLAND | CARIBBEAN, CUBA, PANAMA CANAL & MEXICO | BALTIC, SCANDINAVIA ‘in control’ of what’s going on around ative Innovation Group. Austin says your credibility as an event professional & NORTHERN EUROPE | MEDITERRANEAN | SOUTH AMERICA | SOUTH PACIFIC & AUSTRALIA | TRANSOCEANIC us. When we don’t have that feeling that customer service is indeed becom- no matter how many marketing dollars of control — if, instead, we feel con- ing the new competitive advantage for you spend to put yourself at the top of fused, uninformed or helpless in some meeting and event planners. One way the Google search page.” I&FMM CHARTERS, MEETINGS & INCENTIVES CONTACT US AT 1.866.625.6338 | 305.436.4465 | [email protected] VISIT OCEANIACRUISES.COM/EVENTS AUG184080 38 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com DESTINATION

Las Vegas and Reno Continue to Attract Top Events BY MAURA KELLER

DEPOSITPHOTOS.COM

40 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com themeetingmagazines.com INSURANCE & FINANCIAL MEETINGS MANAGEMENT | OCTOBER 2019 41 or decades, Las Vegas has been tination for NACM’s delegates,” Leim- TIPS OF THE TRADE the epicenter for meetings, bach says. “Our conference attendance With Leimbach’s extensive experi- conventions and events of all numbers are typically strong when Las ence hosting meetings and events in sizes. Jill Leimbach, director Vegas is the convention destination, the Las Vegas area, she recommends of meetings for the National therefore we try to keep it in our rota- meeting planners recognize that the Association of Credit Manage- tion every couple of years.” area is an expensive city in which to Fment (NACM), understands the hold an event. draw of Las Vegas as the world’s “Most hotels include a resort leading meeting, convention and “If you can visit the fee on top of the negotiated trade show destination. In fact, site in-person, it room rate, so try to negotiate the NACM will hold its 124th makes that planning that resort fee down as well,” Annual Credit Congress & Expo process much easier.” Leimbach says. “Also, be sure to at Caesars Palace in Las Vegas spell out in writing in the con- June 14-17, 2020. ANNA DURST tract exactly what is covered in “Our gathering of credit and Chief Executive Officer, the resort fee.” financial professionals comes Nevada Society of Certified Singson recommends meet- just once a year,” Leimbach says. Public Accountants ing planners considering Las Featured at the conference will Vegas as a destination for a be a host of educational oppor- meeting or event check out at tunities, exhibitors and unique events. NACM is a prime example of finan- least five options before signing a deal The expo hall will host dozens of cial and insurance companies and orga- or finalizing a contract. “Don’t be afraid exhibitors, showcasing products and nizations finding exactly what they are to negotiate,” Singson says. solutions ranging from credit report- looking for in meeting and convention ing and credit insurance to software options in Las Vegas. LOCATION, LOCATION, LOCATION and payment solutions. Educational For Karla Singson, corporate events Few places on earth provide as much sessions related to financial analysis, director at SNAP Events, the biggest variety, entertainment or excitement technology, legal issues in credit, soft draw that Las Vegas has for her is the as Las Vegas, which is rich with hotels, skills and much more are included. numerous options available as it relates resorts and venues that offer a ‘wow’ fac- In total, the overall expected atten- to her clients’ needs, budget and prefer- tor at every turn. dance for the NACM event is approxi- ences. “There’s something for everyone. Treasure Island Las Vegas recently mately 1,500 people. You can work with any budget, any cui- completed a full remodel and expansion “Las Vegas has been a popular des- sine and any location preference, and to its meetings and event space as well as there’s always something to your liking,” several luxury and premier guest suites. Singson says. “It’s important to drum Also, all of the hotel’s 2,664 deluxe rooms up excitement for your participants as well as numerous suites are undergo- and showcase Las Vegas as more than ing a multimillion-dollar renovation just a gambling or drinking capital. It is project to be completed over the next so much more and there really is some- several months. thing for everyone.” What’s more, Treasure Island has also experienced a menu revival at several restaurants, including the recent grand openings of the new Corner Market Buf- fet restaurant as well as the new Golden Circle Sports Bar. The new sports bar features a panoramic LED video wall, which can be made available for select meeting group events. For those who host or attend a meet- Positioned at the south end of the The Strip is M Resort Spa Casino, ing or convention at Treasure Island, a boutique Forbes Four-Star retreat, perfect to host your next customized banquet menus are available, meeting or conference. With over 92,000 square feet of open including regionally sourced options. If and dynamic conference space, state-of-the-art technology, it’s preferred to set up a gathering out- impeccable service and breathtaking views, M Resort delivers side of the usual banquet space, groups a unique experience sure to impress your guests. also have the option of a variety of Attendees will enjoy the uniquely-designed guest rooms, alternative venues within the hotel and suites, seven signature restaurants and award-winning spa. overlooking the Las Vegas Strip. These unique venues at Treasure Island feature Call 1.866.551.1540 to speak with our sales team.

M Resort offers 92,000 sf of open and flexible

meeting space, and Topgolf Swing Suite, 2018 which offers virtual golfing for attendees who play and for attendees who don’t. themresort.com

42 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com CAESARS FORUM, a new, state-of-the-art atmospheres ranging from formal and and you want to plan time to move from 550,000-sf conference facility, is expected to elegant to casual and outrageous. hotel rooms to other hotels to meeting open at the end of March 2020. Anna Durst, chief executive officer rooms and from within meeting rooms at Nevada Society of Certified Pub- if applicable. If you can visit the site lic Accountants, recently planned the in-person, it makes that planning pro- restaurants feature outdoor dining on Nevada Society of CPAs 41st Annual cess much easier.” terraces that overlook the 100,000-sf Gaming Conference at Treasure Island. Tropicana Las Vegas — a Double- pool and events piazza. Outside of the Approximately 200 people attended a Tree by Hilton property — continues to designated meeting and conference area two-day event focusing on gaming and delight meeting planners and attendees. at M Resort, meeting planners can utilize hospitality issues as it relates to the Tropicana’s conference center now offers any of the resort’s seven restaurants and accounting/finance field. Attendees more than 100,000 sf of flexible meeting five bars as alternative event space. included CPAs from: public account- space, while the Trinidad Pavilion and Long considered the preeminent ing firms and gaming/hospitality other rooms provide meeting and exhibi- casino resort in the world, Caesars industries, bankers, internal auditors, tion space with ground-level access. The Palace features a wealth of awe-inspiring external auditors, gaming technology Cohiba ballroom offers 25,000 sf of space, venue options for meetings and events company staff and Gaming of all sizes. For example, Control Board staff. the 51,000-sf Octavius and “Treasure Island’s meet- “You can work with any Forum Ballrooms can each ing space is well appointed, budget, any cuisine, and accommodate as many as 5,555 private and a perfect spot for any location preference guests. In addition, the 36,260- large or small events,” Durst and there’s always sf Augustus Ballroom and the says. “The staff worked something to your liking.” 28,592-sf Palace Ballroom as a team with us to make feature configurations to sure our two-day event was KARLA SINGSON meet the needs of any group. perfect. Their service was Event Planner Perhaps two of the most exceptional and we will be SNAP Events unique venues available are returning to the venue for our Caesars Palace’s 4,100-seat 2020 conference.” Colosseum, which boasts one One of the reasons Durst selected Las and the Sky Beach Club’s pool setting can of the world’s largest LED screens, and Vegas for this event is that the city knows accommodate outdoor events for up to the Gods Pool Oasis, with seven unique how to facilitate events, large or small. 2,000 attendees. pools. Recently, the Colosseum has “Venue staff are experienced and you Featuring more than 92,000 sf of open undergone enhancements, including: the can rely on them for great ideas to make and flexible meeting space, M Resort is creation of new seating configurations, your event successful. Since it is such a an ideal venue for planners looking for VIP section transformation, interior popular event destination, it is best to multiple reception areas, state-of-the- design refreshments and upgrades of start planning as early as possible,” Durst art technology and connectivity, unique A/V equipment packages. says. “Work with the event team at the spaces, such as M Resort’s 25,000-sf M Construction also continues on venue and stay in contact with them Pavilion and LUX special event venues as CAESARS FORUM, a new state-of- during the planning process. If pos- well as a 17,400-sf ballroom. the-art 550,000-sf conference facility sible, choose off-peak times for the best To take in the sights of Las Vegas, expected to open at the end of March rates and most flexible meeting dates. more than 70 percent of the rooms and 2020. The $375 million conference center Finally, if this is your first time hosting suites at the M Resort offer views of the will include the world’s two largest an event in Las Vegas, try to schedule Las Vegas Strip through floor-to-ceiling pillarless ballrooms. It will also feature a site visit. Some venues are quite large, windows and the majority of the resort’s the Forum Plaza, a 100,000-sf dedicated

44 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com outdoor meeting and event space. The From top: Wynn Las Vegas meeting entire facility will accommodate more space; MGM Grand Ballroom; and one of than 10,000 attendees. ARIA Resort & Casino’s three pools. Las The Venetian also offers a pleth- Vegas remains unmatched in its number ora of event spaces, most notably the of hotel and resort offerings. immense Sands Expo halls, as well as ballrooms, meeting rooms and two pools. They can also get lessons a wealth of non-traditional spaces from PGA teaching pros. The venue’s including theaters, pools and night- 900-person concert venue is also a clubs and lounges. In total, the Vene- crowd pleaser. tian boasts over 2.25 million sf of MEET Las Vegas is a unique meeting space. option for planners looking for a To capture the attention of meeting unique event center and exhibition and event planners, Hard Rock Hotel space. This three-story venue, with Casino Las Vegas recently spent $60 over 40,000 sf of space is in the heart million to improve and enhance the of historic downtown Las Vegas. Fully facility’s meeting and convention cen- adaptive to any event needs with ter complex, which now boasts more indoor and outdoor secured spaces, it than 110,000 sf of space. Eco-friendly is the ultimate space for fully custom- and flexible, the space can now hold ized branding opportunities. up to 8,000 guests. For those planners looking to The hotel will close in February offer some extracurricular activities and will open as a Virgin hotel in late beyond gaming and nightlife, Wynn 2020. The total cost of the operation Las Vegas recently resurrected the now exceeds $200 million, up from Wynn Golf Club and its new Tom previous estimates of $150 million. It Fazio golf course. The 18-hole cham- will also be a partner in the worldwide pionship course includes reimagined Curio Collection by Hilton customer- topography throughout. service program. Updates will include an overhaul GOING GREEN and expansion of its 5-acre pool deck, For many financial and insurance and all of its 1,500 guest rooms will be entities, going green in their meet- renovated. There will be a redesign ing and conventions is not only good of the VIP suites at the hotel’s major for the environment, but financially entertainment venue, The Joint, and smart. For planners looking for ven- officials plan to bring in a major book- ues that have embraced the environ- ing partner to attract superstar resi- mental movement, last year Wynn dencies popular in Las Vegas. Las Vegas announced it will power its new multiuse development with UNIQUE VENUE OPTIONS 100% renewable energy sourced In addition to the myriad of awe- from a new, 160-acre solar energy inspiring venues at every turn, Las facility, making it one of the most Vegas offers a host of unique venues. environmentally conscious, planned MGM RESORTS IS MAKING LAS VEGAS Topgolf Las Vegas features some of developments in Las Vegas. Recently, the most spectacular views of the Las Wynn Las Vegas earned Four Green Vegas strip in a more relaxed, non- Globes, the highest sustainable corporate setting. Teeming with com- building certification from the THE CONVENTION CAPITAL OF THE WORLD. petitive fun, Topgolf’s event spaces Green Building Initiative. In addi- within the Las Vegas facility includes tion, Wynn Resorts was named a top the Signature Room, which can host corporate user of solar energy by the Whatever your vision for any special event, MGM Resorts is ready to “meet” and exceed every expectation. up to 350 attendees and features a pri- Solar Energy Industries Association Offering a world of unique Las Vegas venues and innovative spaces, the only limit to what we can offer is vate bar and A/V capabilities and two after opening the Wynn Solar Field private event spaces that can be used last year, which offsets up to 75% of your own imagination. And with the recent addition of 850,000 square feet of space at ARIA, Park MGM, individually or together. The facility’s the resort’s peak energy needs. The Mandalay Bay and MGM Grand, you now have a substantial, four million square feet of meeting rooftop terrace offers stunning views solar facility will eventually be used and convention possibilities. You won’t nd that anywhere else. for up to 178 guests, and includes a to power the resort’s new meetings variety of couches, tables, fire fea- and conventions space expansion, tures and a stage. No visit to Topgolf set to open in March 2020, with would be complete without attendees 100% renewable energy. enjoying one of the 120, climate-con- The Venetian also has made trolled hitting bays, VIP cabanas or significant strides in embracing Book your Vegas convention today. For more information, please contact Stephanie Glanzer at [email protected].

46 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com eco-friendly operations throughout its Las Vegas venue. Some of these initiatives include waste reduction, resource conservation and the use of sustainable materials. In fact, the Venetian’s rooftop solar-thermal systems is one of the largest in the U.S. and provides hot water for all swimming pools, spas and a portion of the Palazzo tower. ARIA Resort & Casino is also noted for its eco-friendly amenities. The resort has incorporated technology in its exterior and interior design aimed at reducing energy consump- tion. When completed in 2009, it was the largest hotel in the world — with 4,004 guest rooms and suites — to have earned LEED Gold certification. It has smart rooms that automatically adjust curtains, turn off unused lights and electronics, and regulate the tem- Tropicana Las Vegas offers the new, 12,000-sf Havana Room, which can accommodate 300 perature depending on whether a guest guests seated and 800 guests reception style. is entering or leaving the room. ARIA was described in Popular Mechanics as possibly “the most technologically Center and many of the area resorts and underwent a significant renovation, advanced hotel ever built.” hotels have invested millions of dollars in including: the Florence and Pisa hospi- renovating and updating their facilities. tality suites for versatile reception and NEIGHBORING RENO Atlantis Casino Resort Spa is add- lounge areas; the guest rooms and lobbies While Las Vegas has long been the ing wireless technology to all of its LCD of Peppermill North and West wings; a favorite locale for meetings and events, projects to provide 4K quality and access. new, private dining room accommodat- gambling and entertainment — a mere six The spacious amenities also bode well for ing up to 50 guests at Café Milano. The hour drive away sits Reno — which has planners designing an event at Atlantis — two-story, 17th-floor suites were remod- also made a name for itself as a top des- with its two ballrooms, 22 meeting rooms, eled to include luxurious amenities, cus- tination for meetings and events. In fact, a high-tech executive boardroom and an tom décor and exceptional views. the area recently saw a $10 million reno- expansive business center. Within the Sprawling over 45 acres, Pepper- vation to the Reno-Sparks Convention last few years, Atlantis spent over $1 mil- mill boasts: 82,000 sf of gaming action, lion redesigning their Toucan Charlie’s 106,000 sf of meeting and entertain- Buffet menu and décor to bring a touch ment space, two resort pools, 10 award- Peppermill Resort Spa Casino offers the 62,000-sf Tuscany Ballroom, which seats of Las Vegas to Reno. winning restaurants, 15 themed bars and 5,400 theater-style and 3,120 classroom-style. Also a popular Reno destination, lounges, a world-class spa and fitness Peppermill Resort Spa Casino recently center and brings in headliner entertainment from around the world. The resort’s meetings and conventions space underwent a massive renovation in recent years, including installa- tion of marble floors as well as updated chandeliers and furniture. A mere five minutes from the airport, Grand Sierra Resort and Casino features more than 200,000 sf of meeting space, including 45 breakout rooms, and spaces that can accommodate groups from 10 to 4,000 attendees. And to make the venue more enjoyable for guests, the Grand Sierra recently installed bipo- lar ionization technology to address tobacco smoke and odor throughout the resort. The new system features 120 ionizers that will help neutralize the air on the resort’s gaming floor and TropLV.com | 3801throughout Las Vegas the Blvd. facility. South | 1.888.810.8767 I&FMM | 1.702.739.2581 | [email protected] Facebook.com/TropLV @TropLV @TropLV

48 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com CORPORATELADDER

Hilton Cleveland Downtown has promoted Julia Austin to director of sales and marketing. Austin will oversee the sales and marketing efforts for the award-winning hotel, which is connected to the Huntington Convention Center of Cleveland and offers 50,000 sf of meeting space. Hyatt Centric Las Olas Fort Lauderdale has appointed WE CAN HELP MAKE YOU Katherine Beja-McLennan as director of sales and marketing. Beja-McLennan will develop and implement sales and marketing plans to achieve a variety of strategic objectives AND YOUR EVENT A STAR. AUSTIN for the hotel, scheduled to open next year. BEJA-MCLENNAN Orange County’s highly anticipated luxury travel destina- When you book your Corporate Meeting or Incentive Travel Program with tion, the JW Marriott, Anaheim Resort, scheduled to open next year, has named Maribel Denner as director of sales Norwegian Cruise Line, you can relax. That’s because we guide you through and marketing. Denner brings more than 30 years of hospital- the planning process, so your attendees can easily go from team meeting ity experience to her new role. to teambuilding. Whether you’re throwing a posh cocktail party with Alaska The 240-room Sonesta Fort Lauderdale Beach, slated to reopen in November after a multiyear renovation, has named as your backdrop, or basking under the Caribbean sun by day and hosting Michael Dutton director of sales and marketing. Dutton an awards gala on board by night, you’ll enjoy the freedom and choices to has more than 20 years of hospitality sales and marketing experience. customize your group function just the way you like. Canopy by Hilton West Palm Beach Downtown has DENNER appointed Jen Garrett as lead sales enthusiast. In her new DUTTON role, Garrett will manage the group sales and marketing efforts. Previously, Garrett served as director of sales and marketing for a hotel in Palm Beach Gardens. Virgin Hotels Dallas has welcomed Edward Hahn III as director of sales. Hahn will be responsible for overseeing the sales and catering teams as well as the development of group packages and experiences for the hotel’s 14,000 sf of flexible indoor and outdoor meeting and event space. He brings more than 20 years of transient and group sales experience to his new role. GARRETT Garden of the Gods Resort and Club, Colorado Springs’ HAHN luxury resort and private club, has named Denise Perkins as director of marketing. With more than 20 years of experience in the hospitality industry, Perkins brings innovation and continued growth to the AAA Four-Diamond Garden of the Gods Resort and Club. The O‘ahu Visitors Bureau has welcomed Mathew ‘Manako’ Kenichi Tanaka as sales manager. In his new role, Tanaka will oversee sales activities to improve processes and garner results in both leisure and meetings, conventions and incentives markets, implement travel trade sales tactics and collaborate with industry partners on sales-related initiatives. PERKINS Prince Waikiki of Prince Resorts Hawaii Inc. has wel- TANAKA comed Joy Tomita Anderson as director of sales and marketing. Tomita Anderson will oversee all sales, marketing and public relations initiatives for the 563-room Honolulu hotel, including its expansive meeting and events space and the CHARTERS, MEETINGS & INCENTIVES 27-hole championship golf course, Hawaii Prince Golf Club. Hilton has appointed Alvaro Valeriani as senior director CONTACT US AT 1.866.NCL.MEET | 305.436.4465 of regional sales and marketing in the Caribbean and Latin [email protected] | VISIT NCL.COM/EVENTS America. Valeriani will lead the global hospitality company’s sales and marketing activities across the region, developing business strategies that driving market share, delivering revenue and exceeding business goals. I&FMM TOMITA ANDERSON VALERIANI NORWEGIAN JOY, ALASKA

50 OCTOBER 2019 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT themeetingmagazines.com Portofino Bay Hotel TM & © 2019 UCF Hotel Venture. All rights reserved. Universal elements and all related indicia TM & © 2019 Universal Studios. All rights reserved. 19-37817