LONDON CALLING OF BEING GLOBAL THE MEANING MARCH | MAY 2017|JULY |SEPTEMBER |NOVEMBER OF SUBVENTIONS, REALLY? THE POWER ASIAN ASSOCIATION THE MEANING OFBEING GLOBAL THE AGILE

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like PCMA,AIPC IAPCO—who and we haveset up industry arealsostriving to achieve. Organisations is precisely what some of the major players in the improve both yourself andyourorganisation. This is to arm you with a few tools to professionally Remaining at a standstill is never good,so our aim that isconstantlyevolving. thought about, bygiving insights into an industry tent we can, by sharing ideas you might never have better versions of yourself by bringingthe best con- you make totransformyouand Trying Boardroom. And this is just what we aretryingto accomplish at transformation. firsts. Each first brings aboutsomesort indeed of in the title seems most apt incircumstances such as ety created byfirsts. The transformational analogy off this letter, allofthem accompanied by the anxi- ciations ». I have thought about many topics to start as «the best branded resource for asso Boardroom, list goes on. Now I am writing my first letter for the first FAM trip, the first trade show… and the interview, the first article, the first research paper, industry, there have been a lot of firsts: the first time as During my a journalistinthe meetings partnership. hospitality and It what employment—exactly tax dividend will bea great we havestarted to doinBoardroom! events in economic and social outcome terms, those going beyond impacts of the immediate visitor economy, what the real relevanceof our industry is. How? Bycollaborating to identify and share the legacies of business professional business. and events to government They wanttorevealwhat is beneath the tip of the iceberg, Iceberg, a JMIC spin off. As James Latham explains, it is a new advocacy channel promoting the value of Rémi, And let another me add, ‘first’ in this issue. We are happyto announce anewpartnership with The The First isAlways the Hardest Founder & Managing Partner Founder &Managing Founder & Chief EditorFounder &Chief - this firstletter,Iinviteyoutocontinuereading. portional to the size of the task. Now that I conclude it is always easy,and often (though pro- not always) the first is done.Pressing through the anxiety is not worse, it’s done. Evenif you have to redo it, at least first is that it takes the pressure off. For better or for One ofthe great things about makingit through the this veryissue. Association Summit in Brussels – the main theme of associations to grow internationally at the European learn allaboutthe challenges and opportunities for researched programme. Later this month, we will the unmissable Association Day andits extensively way toIMEX other Frankfurt for,among things, facing international associations. Now we’reonour the latest thinking, future trends and keychallenges in Vienna where no less than 70 speakers discussed staff just attended the Associations World Congress tunity when it comes toeducation. The Boardroom The month of Mayaloneholds a wealth of oppor- flavour tolargecongressesforseniorexecutives. of top-notch education, from seminars with local privileged partnerships with—all provide some sort

05 \ MAY 2017 06 \ BOARDROOM MAGAZINE organisation. strategic marketing andevent than 10 years of experience in agency. Silke possesses more Brussels, an international Events in March 2011 from Colloquium Silke joined Euroheat & Power partners. & Powermembersand tion and relations with Euroheat Power office, events organisa- of themanagement Euroheat & is in charge of the oversight and ager atEuroheat & Power. She munications and Events Man- occupied the position ofCom- uary 2014, having previously of Head of Operations in Jan Silke was appointed to the role Head of Operations &Events, Silke Schlinnertz Euroheat &Power European andinternational associations. Todosoandstay ontop of work-in-progress, Boardroom Advisory Board ismade up of experts trends, it works inconsultation with anAdvisory Board. Aconstant Boardroom aimstocover awide spectrumof issues of interest to from non-profit advocacy groups –they will decide, forinstance, ADVISORY BOARD - BOARDROOM what the maintheme of the June issue willbe. gress andExhibition. including the UITP World Con- in multiplelocations worldwide management ofseveral events has been responsible forthe Africa in Dubai. Moreover, he North for the Middle-East and He established UITP Office the in Africa and Middle-East. assistance and training projects also carried outseveraltechnical retary General (2006-2013). He and SeniorAdviserto the Sec- bership Services (2001-2006) Director Knowledge andMem- Senior Manager(1999-2001), Mohamed worked at UITP as Mohamed Mezghani Deputy Secretary General, UITP: Advancing Public Transport Executives. American Society of Association ation Executives, and ASAE, European SocietyofAssoci Giuseppe is a member ofESAE, as wellinthe health sector. project management making, intercultural dialogue, policy and associations, in the field of Internationalpean and groups 2012, he managed several Euro- events. Prior to joining AIJAin tion strategies, over-seeing AIJA membership and communica governance, supporting AIJA Secretariat, facilitating good Giuseppe is the Head of the Giuseppe Marletta International Association of Young Lawyers (AIJA) Association Manager, - - as theBoardofACForum. tion against Liver Cancer as well Secretary at the Swiss Founda and volunteerat the position of of the EASL Governing Board agement. Grégoire is a member Studies inNonforprofit Man- holds aMaster of Advanced Hôtelière in Lausanne. Healso Masters Degree at the Ecole and completedaBachelor and his professional career asachef a PCOinGeneva.Hestarted when he started working for profit sector over 10 years ago the Grégoire joined non-for- Association forthe Study of the Executive Director, European Grégoire Pavillon Liver (EASL) - 04 44 OTTAWA 58 RIGA &LATVIA MELBOURNE 54 GENEVA 52 LONDON 48 ZURICH 46 DESTINATIONS ASSOCIATION INTERVIEW EUROPEAN ASSOCIATION AWARDS BOARDROOM ADVISORY BOARD EDITOR'S PAGES CONTENTS 56 08 07 04 THE VOICE OF… CULTURE MATTERS COMMON OVERSIGHTS GOINGGLOBAL AIPC: MAKINGITINTERNATIONAL IAPCO: UNDERSTANDING REGULATIONS… CONVENE: READINGTHECULTURE MAP… IN AGLOBALIZED WORLD HOW TO KEEPACOMPETITIVE EDGE THE MEANINGOFBEINGGLOBAL IN THEBOARDROOM GLOBALIZATION ELLIOTT FERGUSON LISA GARDINER JMIC 60 60 10 30 28 26 24 20 16 12 64 62 ASSOCIATIONS WORLD CONGRESS HOW TO STAY RELEVANT EMIAM 39 THE AGILE ASIANASSOCIATION ASSOCIATION MEETINGSCONFERENCE BOARDROOM EDUCATION INTHE CONTENTS 32 43 40 36 35

07 \ MAY 2017 08 \ BOARDROOM MAGAZINE Partner of T. +32 2743 4722 [email protected] \www.boardroom.global \ Avenue des Volontaires 19-1160Brussels–Belgium Address Boardroom \TheBest Resource forAssociations BOARDROOM Frankfurt \16-18May2017Stand G415 MEDIA PA RTNER AT IMEX Anny Van Sinay \[email protected] Administration &Accounting [email protected] Digital Manager Lerch \Chris Smit \Octavio ‘Bobby’ Peralta \RodCameron Patrizia Semprebene Buongiorno\Geoff Donaghy \ Renata Contributors Vikki Carley Lane Nieset \[email protected] \+33 763106755 Editors Rémi Dévé \ [email protected] \+32 487177073 Founder &Chief Editor Cécile Koch\[email protected] \+32 487177025 Founder &Managing Partner MEET To subscribe: [email protected] 125€ within Europe \175€outside Europe Subscription KODE Publishing &Services Responsible Publisher Eric Danhier (Letter of the Editor) \Jason Chen (Cover) Photographers tion of the work requires permissionfrom the Publisher. has tobegranted by the Publisher. Anyother useorreproduc after publication, partorall of anyarticle insubsequent works the Publisher, unless mentionedotherwise. Theright touse, The articles published inBoardroom are exclusively owned by Circulation: 8,000copies. September, November \P922075 Boardroom ispublished 5timesayear: March, May, July, - of Solar SolarPower Europe -ACelebration Best Networking Event AOSpine -AOSpine Newsletter Best Newsletter Association Circular Economy FoodDrinkEurope -Ingredients fora Best Magazine orPublication Association Selfies Confederation -IRPAwards Shortlisted Recruitment &Employment Best UseofSocialMedia European Aluminium Best Website Association THE WINNERSOF THE2017EDITION OF THEEUROPEAN ASSOCIATION AWARDS AREAS FOLLOWS European Association Awards recognises exceptional andcampaign achievements excellence taking place Why Were You Not There? edition oftheEuropean Awards Association were revealed. Theprogramme At aceremony inBrussels,the13winnersofinaugural heldinFebruary throughout Europe, at andPan-European both in-country levels. Awards 2016 Communications Agencies -Euro Effie European Association of Best Awards Association Event ised company GCN,Global by London-based pan-EU nature of the awards. It was organ- audience composition reflected the truly attended the ceremony, andthe entries and senter Mark Mardell. More than 250 people was hosted BBCpre- son BluRoyalHotel, by The heldinBrussels ceremony, at the Radis organisation’s members’voicesareheard. teams to ensuretheir who and have worked than 60 finalists, include both individuals and Winners were chosen from amongmore Obesity -European Obesity Day 2016 European Association forthe Study of Best Lobbying Campaign The Law Society of Scotland - Street Law Best Training Initiative Market Liquidity Conference Europe –AFME’s AnnualEuropean Association forFinancial Markets in Best Conference Association Words CécileKoch - WindEurope Overall Best European Association Orgalime -AdrianHarris LeadershipAssociation Award Conference Partners Best SupplierorPartner Association AEBIOM Statistical Report 2016 The European Biomass Association - Intelligence Best Information Provision ofIndustry and European! contest – it will makethe event evenmore tinent based associations participate in the be the following: next year have more con- associations, so myhumblesuggestion would made it top. There were a lot of UKbased a good keynotespeaker and a classical singer it was a well-organisedevent,with Overall, several times. already organised a similar event in London Conference Network, which in the past EUROPEAN ASSOCIATION AWARDS

09 \ MAY 2017 10 \ BOARDROOM MAGAZINE An Ideal Platform forKnowledge Professor Howlett explainswhat theorganisation isaboutandwhat kindof Tourism’s association salesmissionsinLondon inMarch. Immediately KES could that mean exactly ?Isn’t that precisely what anyassociation aimsto do? Anyway, thisseemedquite interesting. Together withFaye Alexander, International intriguedus,especiallywhenwefound outits tagline read: « We met Professor Robert J. Howlett ontheoccasion ofoneOttawa KES bringspeopletogether to make… KnowledgeConnections. challenges they’ve hadtochallenges overcome they’ve inthepast years. KES International Dissemination Interview RémiDévé » What

TOPICS OF KES CONFERENCES INCLUDE, AMONG OTHERS, SUSTAINABLE BUILDINGS. © OLIVER WENDEL as Intelligent Systems, Intelligent Decision Technologies, Intelligent We haveaportfolio ofacademic conferences which cover subjects such you decidewhere to go? What kindof events Kes International organizes? How do is a long-lasting challenge busy association! for asmallteamandvery have anunderstandingofwhat our customers use to research events, ing a strong marketeer who can target our very niche audience and also social media marketingworldhas been somewhat interesting. Choos The challenge ofkeepingabreastthe increasing ever-changing and ing moredifficult. tive and providingahigh-quality event at a reasonableprice is becom- Conferences (especially academic events) arebecoming very competi has hadto overcome inthepast years? Are there anyparticular challenges that theorganisation existing events. to runaconference todisseminate research results alongside oneofor with many project workshops providing specialist knowledge of how not wish to create a new conference in order to do so. We have worked to disseminate research results as part of a project or EU project and do Finally KESInternational provides aplatformforacademics who need UK alongsiderelevantnetworkingactivities. KES has delivered a wide range of basedtraining modular events in the its portfolio. Having recently been successful in government funding KES also provides live and online training courses on all the topics in leading-edge topics. taining the results theoretical of appliedand research on arangeof edge-intensive subjects as well as publishing several bookseries con- KES International alsoedits serials a rangeofjournalsand on knowl facturing, innovationandknowledgetransfer. intelligent computer systems, sustainable buildings, design and manu- sible to academics, researchers, industry and students. Topics include tion indifferentcountries of the world onleadingedgetopics, acces KES operates a portfolio of conferences with international participa your members? Can you share what products andservices you provide to ipate inKESactivities. scientists, academics, engineers students and practitioners who partic knowledge. The KES communityconsists of severalthousand experts, passionate about the dissemination, transfer, sharing and brokerageof for all those who work in knowledge-intensive subjects. At KES we are a professional community, networking and publication opportunities For overtwo decades the mission of KESInternationalhas provided Can you explain what Kes International isabout? ------is doneinthebaratendofday! right kind of relationships over the internet. Some of the best business very important part of attending an event, and it is hard to make the might participate in research collaborations or grantapplications, is a traction. The 'fringe benefits' of a conference, meeting people who cussed of years,butthey don'tseemtobegetting for anumber much Virtual conferences, removing the expense of travel, have been dis- sible, andcosteffective. Our delegates want togonewplaces,butthey need tobesafe,acces association community? According to you, what are thelatest trends intheglobal vice wedeliver. years, has made ourorganisation niche in the product and levelofser- standards within the way we operate our events which, for over 20 demic conferences, but we work hardtomaintainourextremelyhigh International in an everincreasing and competitive market foraca- bership. Weneed tokeepattracting notonly new memberstoKES younger demographic, it can be difficult to stay relevant to your mem- Amid constantly changing technology,resources, and anincreasingly executive? What doyou findmost challengingasanassociation good flightroutes,safeandaffordableforourevents. nice place to visit' - wechoose an attractive destination, accessible, work. We have a motto of 'A high quality academic conference in a or less choose where they want to go to to deliver their work andnet- There are so many conferences worldwide that academics can more article whichispublishedbyamajorpublisher. ent their work ina20-minute presentation, and they each submit an Being academic conferences, virtually allof our delegates come to pres- area. often a bespoke dinner and choice of social event with links to the local Each conference delivers its own networkingdrinksreception, gala Innovation inMusic. neurship, Innovation in Medicine and Healthcare, Digital Media and include Innovation, Knowledge Transfer, Enterprise and Entrepre- Sustainable Design andManufacturing. Other conference topics ble Technology,Sustainability in EnergyandBuildings,SmartEnergy, Sustaina- Training, Systems, SmartTechnologybasedEducation and Interactive Multimedia Systems and Services, Agent and Multi Agent More information onKESinternational at www.kesinternational.org ASSOCIATION INTERVIEW -

11 \ MAY 2017 12 \ BOARDROOM MAGAZINE action and marketing plans. plan, followed by coherent it requires aproper strategic association manybenefits. But globalization can bring your There’s no doubt that THE MEANING OFBEING GLOBAL action and marketing plans. plan, followed by coherent it requires aproper strategic association manybenefits. But globalization can bring your There’s no doubt that THE MEANING OFBEING GLOBAL

13 \ MAY 2017 © JASON CHEN tional « multina- even and « international » « global », ent meanings for different people.Someuse a trendy phrase butitseemsto havediffer place? industry, Inthe business events itis But what does« and longterm. ability to function presently and in the medium and tides,etc. Allcan influence organizations’ emerging solarflares technologies, andeven political elections, crop yields,diseases, wars, at stake theworldover, are whether geo they you understand anddeal withvarious factors being affected byanumber ofthingsandhow national memberbase, yourorganization is ciation. Even asmall ifyou’re onlyservicing opportunities, and challenges for your asso ualized global experience impacts situations, a matter ofunderstanding howyour individ- zation is,to someextent, global, andit’s only organiNowadays, onecan- argues that every » interchangeably, thuscreating blurred global more apart from each other andtrying toride horsesalone.But there Today, the trend seemstobe about building walls, getting more and advantage of thisglobalization togrow their membership, programs community and every day associations are looking forways totake is, at the sametime,noquestion that we are partof alarger global OF BEING GLOBAL » mean inthefirst THE MEANING and services. But should they dothat at anyprice? - - - ment, « ment, To clarify, in the realm of association manage misconceptionslines andeven sometimes. ally years to happen. holders, andchanges can sometimes take liter and operations takes avesting ofallkey stake underestimated. To change mindsets, cultures needed for these discussions should not be ations are important to have,andthetime terms mean to yourassociation andits oper discussions regarding what thesedifferent Although these may be useful to some extent, worldview. » « boundary-less region. « ous headquarters located inmore thanone international decisionmakingandsimultane regions orworldwide,withacommitment to association operates inseveral geographic base country. On the other hand, a « necessarily worldwide,withafocus still ina operates intwoormore countries, butnot international Global Words Rémi Dévé » often describesaholistic or » means theassociation global » - - - - - ingly haddifferent onthesubject. views should go global at anyrate, surpris and they business across borders easier, associations cellular communications, hasmadedoing such astheInternet, high-speedairtravel and Board if, inaworldwhere moderntechnology, topics, Iasked twomembersofourAdvisory Because wealways consult them ontrendy mean shouldgiveuplocal that identities. they Yet continent. thatthe world,onevery doesn’t amajor presence havedeveloped they around sights onatrueglobal vision,oneinwhich an international branch butcan keep their tion’s operations. can start Associations with out dramatically changingyourownorganiza- terpart organizations inother countries with- issues, multinational organizations andcoun- There are manyways to interact withglobal ally, needto operate or‘become’ international. associations that want to engage internation- It isalsoimportant to acknowledge that not all THE MEANING OFBEING GLOBAL -

15 \ MAY 2017 16 \ BOARDROOM MAGAZINE the rightquestions before getting outthere. For Giuseppe Marletta, it’s allaboutasking is more ofamotivationfactor thanaproblem. » so, youmaycreate competition butfor methis your position as a leader in your field. By doing thought aboutbefore. Thisway, youcan assert graphical areas thatyoumighthavenever munity andenhancingyourpresence ingeo « For Grégoire Pavillon, getting global means way improving yourreputation. challenges your association helps solve, this people findtheanswersto thequestions or helping anexponentiallygreater numberof increased while at revenues thesametime vices are proven addedvalues, youcan enjoy and partipants for Ifyourser yourevents. ting access to amuchlarger base ofmembers benefits, thefirst andmost obviousbeingget globalization can bringyourassociation many There’s nodoubt ifexecuted that, properly, to growth. » global because thisiscertainly asecured way evaluate theirinterest andaddedvalueto go considers that « Director &GoverningBoard Memberof EASL, of theoptions I wouldconsider getting globalasonlyone soon as you leave your original environment. any othercontinent) requires adjustmentsas ation’s identity:whatyouare inEurope (orin without barriers, it’s alsoaboutyourassoci- associations andbecalled by aglobalworld at AIJA,« For GiuseppeMarletta, Manager Association having abetter visibility towards yourcom- it iseasyto follow thetrends ofmany ». Grégoire Pavillon, Executive associations shouldcarefully - - - takes into account culture andanylinguistic guide youincreating marketing content that Hiring acultural consultant help mayeven help youworkbetter withbusinesspartners. members andsuppliersalike, andmayeven perspective onrelationsa new with potential who are not willgiveyou from yourcountry rounded. Havinganunderstanding ofpeople can helpmake yourorganization more well- Thus, getting information place aboutanew as onethoughtwas. challenging asonemightnot beglobally aware must increase global awareness. Thiscan be or location, are globally interconnected, you how organizations, regardless ofsize, reach, countries set foot they in.After acknowledging ing thecultural differences in other markets/ might come across going global isoverlook I found that arecurring pitfall associations While researching thesubject for thisarticle, situation. » are necessary to helpyouassessyourcurrent to becoming global,butsometimes fresh eyes they havetoday? There mightbealternatives Would yourcurrent members stillfindthevalue structure beableto adaptto abiggerscale? other associationsare outthere? Wouldyour with different rules, players andculture(s). What day youwouldoperate inadifferent market, tial threats to beencountered. At theendof truly global needs to carefully assess the poten- an associationwhichisconsidering getting value to your association. But on the other hand revenue: getting globalcan really bringalotof an endlesspotential for yourmembership and He argues: « A bigger market for your events, - future. business willget to enjoyfor years into the the process can reap manybenefits that your the hurdles that globalization mightpresent, can create an effective strategy for getting over do notthey come without challenges. If you Going global hasanumberofadvantages, but the lead. » can’t take the lead or create the need and take partner withthemto complete theiroffer ifyou your competitors are already doingandeither adds: « also recommended byGrégoire Pavillon, who Giuseppe concludes. This need for a plan is your structure andoperations accordingly. » sistently region by region andsmoothlyadjust recommend to make a plan to expandcon- step atatime.Ifyouwantto get global,Iwould keting plans.Itcan beinteresting to planone gic plan,followed by coherent actionandmar association would alsorequire aproper strate « side. » your process can take place without some allies on long butIdon’t thinkasmoothglobalization other international associations.Thelistcan be committees ofmembers, nationalassociations, build strategic alliances: consultants, local important elementto consider istheneedto become global, GiuseppeMarletta said:« An process to adopt ifanassociation decidesto When asked aboutpieces ofadvice onthe cess ofyourglobal expansion efforts. will resonate willplayahuge role inthesuc nuances. Understanding the culture and what Changing thegeographical scope ofyour You needto evaluate carefully what - - - identified thetop 3mistakes organisations make whengoing global. Pearl, Founder ofBeyondAStrategy, Inc.andoftheGlobal Management Institute, Inc.,has In Grow Globally: Opportunitiesfor Your Middle-Market Company Around theWorld,Mona Costly Mistakes Focus on Success and Avoid Top Three Going Global and execute a winninggrowth strategy. global environment exceptional skillisthenneededto evaluate theoptions, manage therisks ferent aswellthetoolbox youtake withyou.Inthisincreasingly complex andcompetitive way.world inanew Thinkofitasanentrepreneurial initiative where thethinkingmaybedif Ultimately, a successful global expansion is dependent on an organisation’s ability tothe view with thefinger onthepulse. that needs you to constantly be This isalivingandbreathing plan the ongoing andchanging reality. to be revisited and adjusted to to success which of course needs this research to create aroadmap stones, andmetrics andusing clear objectives, timelines, mile and thecompetition andsetting cess byresearching themarket increase yourlikelihood ofsuc ical step. You can significantly questions. Don’t skipthiscrit It begins withaskingtheright ent andlookinginto thefuture. rate data, starting with the pres change that is based on accu- come from alegitimate needto The reason to go global must LACKING CLEAROBJECTIVES MISTAKE 1 - - - - enough. maynot be your homecountry have got youto besuccessful in the understanding that what may an openmind,sophistication and differences. There isaneed for strategies for coping withthese the appropriate policies and mustbut they alsolearn to adopt ences in culture and language, not onlybesensitive to differ on conducting business,must have to acquire abroader lens tional businessenvironment Business peopleinaninterna- thing, and do yourhomework. ignorance. Don’t assume any- misunderstandings andcultural halt andfall apart dueto cultural tions that come to ascreeching I’ve witnessed many transac Be sensitiveto cultural nuances. TURAL DIFFERENCES MENTAL IMPORTANCE OF CUL FORGETTING THEFUNDA- MISTAKE 2 - - - - THE MEANING OFBEING GLOBAL plans. ing howitwillaffect yourspecific information correctly and analyz and focus oninterpreting that for implementation purposes, self withtheTransparency Index ning purposes,familiarize your Business (EODB)indexfor plan- mistic. Look at theEaseofDoing the temptation to beoverlyopti- reputation isblemished.Resist wasted whileyourinternational investment is oftimeandmoney available capital andtheupfront inevitably, thebusinessdepletes timeline. Whenthishappens, risk bybudgeting too shorta Don’t putexpansion plansat PRODUCT/SERVICES TIME TO MARKETFOR YOUR UNDERESTIMATING THE MISTAKE 3 - -

17 \ MAY 2017 18 \ BOARDROOM MAGAZINE

DUBAI “We’ve becomes a door and see how this beensynergies able to focus on those our destinations, so it’s been really easyexplains. Haarr to play on that,” already so many connections, there’s ness communities, between so manyties building onthese Calgary, and connections ties. and to share this with knowledge the alliance’s partner cities like Aberdeen By knowingthe local business community personally, Stavangeris able BIG VOICE FOR SMALL DESTINATIONS a hubofcontact.”and relevantstakeholdersbecausewearemuchmorethan really possible sponsors need to get in touchwith comes in handywhenthey tailor-make what associations get here,” Haarr says. need once they wecan because then out there every PCO business local than community the network of knowledge. wegian headquarters here lookto Stavanger ConventionBureau’s and along with international companies like BP andShell,base their Nor- technology companies. The country’s largest Statoil oil company,ASA, to 35 gas companies, aswellover400 oil and oilfield service oil and One of the world’s leadingmeeting hubs for energy, the city is home localbusinessandresearchcommunities.” the hand with associationsmore targeting and finding niche andthe go hand-in- the that “We will never be price competitive and we are a smaller destination, so it’s vanger Convention Bureau and chairperson of Energy Cities Alliance. collaboration,” are obvious reasonsway I can compete being in Norwayis when there for a of the tional playingfieldasamemberEnergyCities Alliance. is Stavanger a greatexampleofsmallcity that is put on aninterna- explains Per Morten Haarr, convention director at Sta- How toKeep aCompetitive The Stavanger region isdotted ofNorway withstunning fjords andmountains Edge inaGlobalized World forming someofthemost intheworld,butit’s jaw-dropping views not the in Norway withapopulation ofonly126,000,thecityusesotherin Norway natural natural landscape that’s drawing thefourth largest associations. As city “For my team, it’s more important that they know they my team, it’s “For more importantthat resources to compete withbigplayers. “Between these busi “Between these “The only Words LaneNieset “This - to makefutureproposalsevenstronger. can bring this garnered knowledgebackto the globally board at home cities, such as subventions or KPIs. By workingtogether as a team, they can help other partners find solutions for issues they’re facing in their from someofthe best in the business. On the destination side, alliances are morerelevantfortheir destinationsindustries, and as welllearn goes for membersofthe partnership. They cantarget associations who better understand what associations are aimingto achieve. The same dent that through this shared destinations network of knowledge, will of theseto their alliances bemorerelevant cause may feel confi and in-person meetings,associations sador programsand can learnwhich with a strong message forassociations. With the help of localambas- for a shared purpose, bureaus and businesses can serve as one voice By consolidating partners or collaboratingwith other destinations THE VALUE OF ONE VOICE having,” hesays. associations, When wemeet with assurance meeting is worth it gives them the life in a small convention a team of only bureau (with five) is sometimes hectic. is an enormous benefit for us because feeling international of being something alliance’s four very diverse,yet similar destinations. traveling onjointsales tours, associations find valueintalkingtothe comes to attracting relevant associations to the destination. While For a city this like Stavanger, international element is key when it medical orhealthcare.” per se, such as maynotbe related to energy that industries opener toother THE MEANING OFBEING GLOBAL “Thesecurity and -

19 \ MAY 2017 20 \ BOARDROOM MAGAZINE THREE BENEFITS OFWORKING WITHANALLIANCE that form the BestCities Global Alliance,the first-ever destination Dubai is one of12 meeting destinations spread across five continents Director ofDubaiBusinessEvents. industry development,” says Steen Jakobsen, further ship bases and achieve an aim to expand member- with markets and tap into unchartered territories experts. and it’s with membership services or greater access to industry knowledge operations and offer support for international associations, whether Through strategic alliances, destinations can widen their platform of DRIVING INDUSTRY DEVELOPMENT at squareone. inspiration from previous conferences, so planning neverhas to start tinations are abletodraftsuccessful draw destination proposals and from industry leaders and workingtogether to exchange data, the des- come together, they formonesolidbond.Bysharing information global cities, each with their own history and culture, but when they tion space. All ofthe partner destinations are small-to medium-sized share commonalities like scientific research and top-notch conven- Convention Alliance,whose partner cities like Toulouse and Adelaide A greatexampleofthis type ofcollaborationis Science the & Global tinations,” Vallee says. tions workwithanetwork ofdes clients ofinternational associa- belonging andloyalty by having as analliance iscreate asenseof goals andneeds.“Whatwecan do nations whoalready knowyour other possibilitiesofhost desti- on aspecificcause andopensup cities keeps theattention focused However, analliance ofpartner right away for another meeting. case anassociation willreturn tination, it’s not necessarily the After hostingevent inades an OPEN DIALOGUE 1 “These partnerships are allowing associations to caterwider - - and administrative bodies.” tionals, local andregional institutions, universities, research centers, multina- tions, political andkey thoughtleaders, expertise: local andregional associa- contacts intheirrespective fieldsof nect association clients to the regional is uniqueaboutGAHPthatwecon- “What Bosquet. senior advisorHervé tions doaround theworld,” explains industry, which most meeting destina- ing andevents logisticsandhospitality associations, not just to the local meet personalized services inconnecting as regional gateways. “We provide presence byusingthepartner cities help expand andgrow theirglobal Brussels, workswithassociations to ing destinations like Singapore and (GAHP), launched by leading meet HubsPartnershipGlobal Association NETWORK OF INFORMATION 2 a new part of the world.” a newpartofthe up a greater student membership from Africa or havingresearch developed in into differentis world reallythat parts of the it’s building important, whether director. association,” purposes of that a means ends are the they’re toanend.Andthose just an endinthemselves, like associations to remind ourselves as we work with meetings are not that impact—continues driving associations in new directions. is faced with political challenges, but the end result—an international or the Chinese market in particular. This push toward globalization expanding in areas they may not have considered before, such as Asia, When it comes to growing membership, associations are lookinginto order toexpandtheirglobalpresence. ations grow by workingwith partner cities and regionalcontacts in entirely tothis devoted cause, helping, helping international associ Singapore have launched the Global Association Hubs Partnership, peers says.like Washington Global Jakobsen DC, Brussels, Dubai and associations world,” to maximise the reach andbroadennetworksaround alliance that has come together to create “Advancing the cause of that international association international andgrowing cause of that the “Advancing - - explains Paul Vallee, BestCities’ managing says. national network ofcities,” Haarr feel thatweare partofaninter associations because businesses makes usstronger whentalking to tion. sarily get from a single destina - an association maynot neces andvaluea specialsynergy that out convention bureaus creates Working withateam ofstand- TOP-NOTCH VALUE 3 “Being partofanalliance “an environment that enables enables “an environment that “We always - - -

LYSEFJORDEN, NEAR STAVANGER THE MEANING OFBEING GLOBAL

21 \ MAY 2017 22 \ BOARDROOM MAGAZINE eight key areas,such as trusting, scheduling, work, Meyerhas created a set of scales in August at PalaisdesCongrès de Paris. In her als Conference – Europe, held at the end of last summer at PCMA's Global Profession differences in areas relevant to meetings shared her insights into navigating cultural Meyer, who was born inthe United States, which youwereraised. is largely influencedbythe cultural system in of GlobalBusiness Boundaries Invisible The CultureMap: Breaking Through the France. And —asis the premise for her book business school INSEAD in Fountainbleau, by ErinMeyer,aprofessor at international action style, according to a model developed that question describes your personalinter- Are youapeach or acoconut? The answerto settings. ture affects business relationships in global offers interesting insight into how cul- voice to a business professor whose research balization through a cultural lens. They give The editors of Convene chose to look at glo- GLOBAL WORLD READING THECULTURE MAPINA The editors ofConvenechoseto lookat globalization through acultural lens. They givevoiceThey to abusinessprofessor whose research offers interesting insight into howculture affects business relationships inglobal settings. Reading the Culture Map — your answer in aGlobal World - necessary precursor to building trust — and sonal relationships takes more time and is a ees from countries for whom building per- cifically, how doyouaccommodate attend- the globe?, Convene asked Meyer. More spe are nowattracting participants from around meeting professionals, whose conferences What might that mean for international tionships arebuiltslowly. they become friendlier and openup. Rela- get to knowcoconut people, butas you do, know. It takes awhile already they to don’t (like the hard shell of a coconut) with those In “coconut” cultures, people are less open same thingasfriendship. cultures, Meyer said, friendliness isn’t the peach protects his or her real self. In these peach person, youget to the pit, where the just met. But aftersomesmalltalkwith a a peach — with strangers or those they have — soft, like States, peopletendtobefriendly In “peach” cultures, includingthe United TWO TYPESOF TRUST ing towheretheyfallalongaspectrum. rankscountries and and evaluating, accord- - Which, in turn,requires flexibility on the sessions without regard forthe schedule. more time-flexiblecultures enter leave and you shouldexpect to see attendees from the Meyer said,so Switzerland), and Germany, than others (including the United States, are more flexible in their approach to time above list, with the exception of Japan), conference itinerary. Certain cultures (see your ownexpectations than building the uling, which has more todowith managing lenge when it comes to meetings — sched Meyer brought up another cultural chal TIME WARPS networking breaksatleastahalf-hourlong.” break,” she said, “make your five-minute quick international events,Meyersaid. interaction is more importantthan ever at ing breaks to enable this kind of meaningful Scheduling plentiful andlongernetwork- Spain. — and to a lesser extent, France,Italy, and Saudi Arabia,Russia, China, and India Japan, Those countries include Mexico, Brazil, therefore doing business — with others? “Instead ofa - - through five. What we know through experience experience five. What we know through through like happiness onsomething a scale of onetheir ently. you were asking people to rate Let’s say that Meyer said. “They understand numbers differ differ in the way that they perceive ratings, People indifferent parts of the world also RANKING THERATINGS aspects ofbusiness.” over intoall to be successful. That just carries Africa, you have to be extremely flexible in order Those are emerging markets, and if you live in way under, andeveryone is very relaxed about it. continued, and adaptability and relationship building,” she focus is “The whole going tobe on flexibility world.” mostflexibletimepartofthe the that’s said. But in general, “if you’re in Africa,then nesburg and Cape Town, areexceptions, she interview. South Africa, including Johan- forget it,”MeyertoldConveneinanearlier minute — just be followed moreorless to the schedule would the time and endon time, and that would start on things idea that In Africa,“the ing organizers. part oftime-obsessed North American meet- “and speakers will go way over orgo - found that people are reallyfound that excited often about have as much soft-skills training as we do, soI U.S. They don’tprinciples as we’ve had in the haven’t had as exposure much to basic leadership ership speakers, she added. “Generally, they European audiences are interested in lead- reallyfor nearlytwo decades, “that’s foreign.” including in France where Meyer has lived work inthe U.K., Meyer said,but in Europe, speakers on meeting agendas, which might Americans also tendtoincludemotivational HOLD THERAH-RAH were prettyaverage.” means that you an Americanifyougive a three, already means pretty happy. Whereas, to they’re reallyfive, that means a lot. Often giving a three Germans give a working with or French,if they give a strong, high score, a five. Whereas, if you’re Latin Americans happy, they'll other — if they’re “Then Americans — as well as Brazilians and likely togiveamiddlerating, solike athree.” less likelyand they’re to give ones. They’re more less likelynumbers. Sothey’re low togivefives less likelyhigh numbers and they’re togive very and Korea—people are less likely to give very Japan, Thailand, in East Asia — China, is that work ahead of time, framing how you expect the youneedtodoalotof to be ready to adapt, then people are going those and world, you don’t think part of the of people into a country fromanother toadapt a lot, or,if you’re bringing a lot either youneedtobe ready can helpyou.Andthen who are so cultural. Youneedtofindsomeone local things meeting — allofthose during the room the appropriateness of people walking in and out of ideas about how meetings should be set up, the that world, or conferences part of the in another meetings recognizing when wedoone ofthese According to Meyer, attitude is critical. environment.” in a European comes offas lacking authenticity to it, which comesoffas being superficial. It piece ‘rah-rah’ motivational the attitude. I guess that’s Americans fact that often have almost likethe a comes from that that it goes okay. I think then U.S., bring European speakers to the when they speakers to Europe, “it doesn’t go well,but tell herthat when they bring American Meyer saidthat she’s had speakers bureaus nental audience.” tional speaker? That’s kind ofweird to a Conti- to Americans. idea of a purely But the motiva- are maybe more obvious soft-skills messages that THE MEANING OFBEING GLOBAL “Just

23 \ MAY 2017 24 \ BOARDROOM MAGAZINE

© MAX LAKUTIN really frustrating sides.” forboth lines. people fill in between the That can be that communicating in very implicit require ways that people are points again and again, and other very low-context, explicit ways, repeating their in arecommunicating points, andsomeofthem trying to make their are tospeak, coming they’re communicating scale. keep inmindarethe scheduling scale the and important scales for eventorganizersto around the agenda, Meyer said. The most an eventwhere the whole thing is focused It gets complicated when you areorganizing really preventyoufromworkingwelltogether.” start to get a ball ofnegativity, which later may you can arise, then same things have trust and the discussionhave a good about it. But if you don’t topic and you are able to you even bring up the maybe then if you feel a realtrust for them, them, If you’re close to for a meeting, you forgive them. show up [when] youfeel it is late they and then you, oryouhavereally somebody trust with good directly speak too they somebody andthen with to important, right? If you have really trust good dimensions other the have trust, then are not so important scale,” Meyer said. most “In general, trust scale is the inbusiness the BACK TO PEACHES ANDCOCONUTS very different alocalperson’s expectations.” than meeting to run. Because your expectations may be THE MEANING OFBEING GLOBAL Europe. America andBoardroom allover is largely distributed intheNorth zine, isgoing smoothly. CONVENE with CONVENE, thePCMAmaga- to confirm that thecollaboration room isEducation. Weare happy One of the main areas ofBoard- “You have people “You who “Because once you

25 \ MAY 2017 26 \ BOARDROOM MAGAZINE PCOs whileorganising conferences butdoingbusinessworldwidepresents Understanding Regulations A global presence hasbecome anincreasingly significant reality for many and Cultural Differences in aGlobal World far greater challenges thenjust workinglocally. Words PatriziaSemprebeneBuongiorno ing materials about food options. Offering attendees culinary choices, tural differences play afundamentalrole. Make anote in the market- every aspect of every culture but it is important to understand that cul Be sensitive to cultural differences. Of course, it is impossible to know be global. for attendees. We needto keep upwith current affairs if we want to ence. Know what is happening and donot over simplify the challenges very different from what was done a year ago for the very same confer- geted part of the world? Attracting attendees to our event today maybe What are the current events and developmentstaking place in our tar- warnings abouttheobstaclestheymayfacethroughoutevent. attendees, as well as sponsors and exhibitors, information that includes ing people. Shipping material overseas is another challenge. Give our to get them to the conference! And remember,it's not only about mov other travel restrictions? Weparticipants can’t dazzle if we are unable are required?Attendees from which countries need visas?Arethere we didinCountryAwill work inCountryB. What travel compliances different set of rules for doingbusiness so we cannot assume that what strategy that realistically weighs risks and rewards. Every country has a location? If we knowwhat don’t we are upagainst we can’t develop a Do we understand all the applicable laws and regulations of the targeted ference. Sostartbyaskingafewbasicquestions. of administrative and compliance issues impact setting up a global con- least of our worries. Due diligence must be doneas innumerable issues still many barriers. Language comes to mind but,realistically, it is the While geography nolongerstands in the way ofglobalizationthere are aim ofmakingitreally"global". different strategies for boosting attendance areconsideredwith the sion can bewidelyprofitable,as the long as marketing, promotionand bilities at already developed home translate to a global market?Expan- our approach need tochange?Willourdistinctive resources capa- and How do these definitions impact the conferences we organise? Does ipants comingfromallovertheworld. least 5 countries while a global conference is a conference with partic tional conference means a conference with delegates coming from at if we takeforgrantedthese So definitions we cansaythat an Interna- countries. whole world while the word "international" applies to two or more differences. "Global" means worldwide or universal, applyingto the tional.” These words seeminterchangeable but there are significant ing with understanding the difference between “global” and“interna- aspects must be considered before a commitment can be made:start made andof those, many arenot straightforward. Numerous strategic There are many complexproblemsto be solvedandchoices to be - - - - any partoftheglobewhilelearning.Andisn’tthatourultimategoal? it culture in tantly, willhelpourattendees to feelathomeinany and will make the conference planning process easier. Andmost impor- into, we will learnwhat are ourneedsandhow they are fulfilled. This standing of the laws and culture of the markets we are trying to break out strategy. Through making a conscious effort to gain a better under- cannot be delivered. We need to develop andexecute a well thought- And finally,can we deliver what we promise? Don’t makepromises that keep upwiththeculturesofourtargetaudiences. country maybeoffensive to other nations. The best we can dois to are watching and out for cultural pitfalls. What in our may befunny market. We must make sure we have accurate translations of our pages Relying on the right platforms for our business is important in a global we use in somecountries not beaseffective may as inother countries. tage? More than two billion people use them to connect. But the tactics Do we know how to using the Internet and social media to our advan more effectiveapproach. region anddeeplyunderstandthe complexities will be ableto create a into these newer markets? An internal marketing team that knows the many associations. It is a huge potential market but how do we break ing from Asia? Delegates, especially from China, are a key focus for stay longer to turn the trip into a vacation. What about attendees com- offer dealsthat accommodate Americanattendees who might want to vacation season in the United States is not the same as in Europe so about timing?Different regions celebrate different holidays. The peak attendees coming frommorerestrictive regions of the What world? with the Should we weekend? bepromoting alcoholic beverages for requirements. Will prayer rooms be neededfor events that overlap like vegetarian, kosher or others, shows that we are aware of special [email protected] \www.iapco.org special events from 41countries. planners andmanagers of international andnational congresses, conventions and and conferences. IAPCO represents today 117professional organisers, meeting Group, aIAPCO member, isoneof the world leaders inthe organisation of events Patrizia Semprebene BuongiornoisVice President of AIMGroup International. AIM THE MEANING OFBEING GLOBAL -

27 \ MAY 2017 28 \ BOARDROOM MAGAZINE ondly, that ondly, leadership is similarly distributed representation from different countries; sec ures: first, that membership be comprised of industry. In myview, it requires three meas- a termthat is pretty loosely appliedinour organization holdinganeventis once again First of all,“International” as a function of an there’s alotmoretoitthanthat. or regional business. But at a practical level, being ableto access more than simply local managers –anexpression of their interest in simply reflects the aspirations of owners and tres, the application of the designation often kind of “fit” for their event. cen- For many give clients who are looking for the right vention centre, what assurances it should nation implies, and when applied to a con- legitimate questions as towhat that desig In an increasingly global industry,there are The same is true of the term “international”. Making aConvention Centre centres kindsoffunction spaces addnew inorder to diversify theirbusiness potential andrespond trends to like new theinclusionofmore educational formerly more exclusively focussed facilities like exhibitionorspecialevent centres? convention centres? conference centres?). At thesametime,there with few invariablewith few constants, interms offixed even definitions(congress is increasingly ablurringofsuchdistinctions asdoexist, withwhat were Convention centres worldwidecomprise awidespectrum offacilities, What’s inaName? components into trade showprogramming. - - “International” tion of their membership (or the pursuit of that rotate do so in response to the distribu beverage andtechnology. While most events services,and includingareaslike food and some levelofconsistency in terms of spaces rotate who for world-wide and are looking the standards and expectations of groups that First, it means recognizing and addressing important responsibilities. respond to their needs. That carries some the same time, they need to be preparedto those kinds ofevents – andthat means at be ‘international’arethose actively pursuing lows that centres that consider themselves to if we However, accept that definition, it fol- adding anotherlevelofconfusion. the world it is less than rigorously applied, straightforward parts definition, in many of a regional rotation. And while that is a pretty and third, that events have a global vs. simply Words GeoffDonaghy–AIPCPresident - domestic ones, and again, a centre pursuing a rangeofinternationalclients than purely inevitably bealotmorecomplicated with nology expectations are allthings that will ments, contractual arrangements and tech Things like legal and accountability require those comingfromwithinthesamecountry. more complex, or at least different, from likely haveformalrequirements that are a Secondly, non-domestic organization will their previoushistory. what it is that specific groups need basedon to make the effort to identify and understand most relevant standardsforsuch events and way to do that is to identify and observethe in order to be considered,andthe easiest means a centre must be ableto supply these largely the same wherever they may go. That have certain requirements attached that are potential members) their programs generally - - © CHUTTERSNAP tional event are attracted at least partly inthe parts of the world. Delegates to aninterna- of the experience of travellingto different ing the unique qualities that are adesired part they should notcome at the expense of los- important as consistency and standards are, But there’s another side to the equation. As demanding internationalclients. overall quality that will be expected by more facility ally-oriented can failtodeliverthe Without this, even the most internation- of client expectations arising from this group. broader andpotentially more diverse range lite venues are also capable ofmeeting the such as hotels, bureaus, suppliers satel and ensuring that other destination partners designated centre also has a role to play in destination experience so an ‘international’ centre itself is only onepart of the overall not simplyacentre-specific exercise. The Third, it needs to be understoodthat this is flexibility tobeablerespond. this business must have the capability and - on peak global body, the on peakglobalbody, Joint Meetings Ogden. GeoffDonaghyalsorepresents AIPC and Director of Convention Centres AEG International ConventionCentre Sydney) Geoff Donaghyis CEO at ICC (the Sydney In addition to his role as AIPC President, ities thatmaketheirdestinationdistinctive. ering the kind of unique experience and qual- need to take on some responsibility for deliv a recognizable way. At the same time, they that accompany such events, and to do so in pared to address the fullrangeofexpectations designation implies, a centre needs to be pre- tional’, andenjoyallthe business benefits that In the end, it’s a balance; to be truly ‘Interna- standards. focussing entirely onconsistent operating delivering on those expectations rather than here too, needing to play an active part in destination different. The centre has a role site activities that represent what makes that cultures, sample different off- food andenjoy opportunity to experience local customs and - agement-level professionalsworldwide. active of morethan 900involvement man 180 leading centres in 57 countries with the tres, represents a global network of over natiional Association ofConventionCen- Industry Council (JMIC). AIPC, the Inter [email protected] \www.aipc.org professionals worldwide. involvement of more than900management-level leading centres in57countries with the active Centres, represents aglobal network of over 180 the Internatiional Association of Convention Joint Meetings Industry Council (JMIC).AIPC, represents AIPConpeakglobal body, the Convention Centres AEG Ogden. Geoff also Convention Centre Sydney) andDirector of Donaghy isCEO at ICC Sydney (the International In addition tohisrole asAIPCPresident, Geoff THE MEANING OFBEING GLOBAL MEDIA PA RTNER - -

29 \ MAY 2017 30 \ BOARDROOM MAGAZINE connected. Evaluate the user journey applyinganecosystem thinking ber andcustomer experiences that are locally relevant,dynamicand is given to the experience, especially in foreign markets. Develop mem- thought leaders, most associations offer great products, but little focus ¬ organizations thatcomplementand enhanceyourstory! ble occasions, maximize your public relations efforts, partner up with for-profitcorporations would. Communicate like many it on allpossi have powerfulmissions butdon’tleveragethem to their full extent, in the world. Associations and not-for-profit organizations generally should concisely define what the organization isits about and impact titude of doors globally, for both business and community growth. It ¬ require proactivemanagement: its development is of great importance! There arekeyelements that The core of any organizationis its therefore brand, closely monitoring BRANDING ANDPOSITIONING associations focusenoughonthesethreeimportantareas. few plans, entryanalysisand market well organized zations develop corporations and not-for-profit associations, although most organi- munity Models and Ecosystem Dimensions. In my experience with sustain & Positioning, growth: Adequate Branding Business & Com- There are three critical pillars that help organizations promote and ¬ ¬ Shift the organization’s focus from product to user experience. As A powerful mission is a strong differentiator and can open a mul- important athorough to planincludingobjectives, develop market situation, such asextending product life brand cycle, awareness, andthepossibilityof entry strategy,entry financialandROIanalysis,goals andmeasurement. Allthisis hedging yourbusinessbytaking advantage offoreign exchange fluctuation very hard work, yet hard itcomes work, withgreatvery opportunitiesfor businessgrowth, Associations Going Global preparation. Inorder for the expansion to besuccessful, itiscritically Expanding anybusinessglobally isabigstep that requires careful Common Oversights and balancing streams revenue from different economies. Words RenataLerch - interactions, whilecommunicating the rightbrandingmessage. as templates,presentations, other videos and materials to support their andadjust it your brand each local transaction. This can be as simple can be communicated brand at its best. Empower them to translate municating their brands. Byprovidingthem with the right tools, the ciations often have severalemployeesandan armyofvolunteers com- Each country has cultural, social and economic differences. There are Business and community models define the frame of a global structure. BUSINESS ANDCOMMUNITY MODELS ¬ This isfocus! programs membership teams tailored tothe to develop right audience. Global or local, the right positioning aligns volunteers, product and ity! Your trainingmaterials can feature global instead of localexamples. you are positioned as the global voice, translations may not be a prior - local associations? It may bewiser to partner with the locals instead. If voice? Dowehaveenough resources local oraglobal to compete with ¬ the experienceisremarkable! tunity for the organization. Starbucks doesn’thavethe best coffee, but of products and services, resulting in a much stronger branding oppor- prolong engagementthrough visualize its and non-linearity your line iors where user journeys typically start, stop and overlap,we’re able to rather thanproduct line.Byunderstandingbehav- asiloedapproach by ¬ ¬ Empower volunteerstoconveythe organization’s message. Asso Positioning nurtures brands. Dowe want tobepositioned as a - tematic awareness of the organization’s ecosystem and its dimensions. Perhaps the most important point of all is developing a strong and sys- ECOSYSTEM ANDITS DIMENSIONS to supportandnurturetheirframe of referencesforthefuture. volunteers are community leaders,it’s the associations’ responsibility professionals want, preparing them for upcoming generations. While Support chapters members? with research data that reveals what future ject Matter Experts and professionals? Are they providing realvalueto potential? Are the chapters connecting the dots between industry Sub strategy. Is the network growing geographically to the association’s full it’s important to support chapters not onlyongovernancebut also on Community comes as an extension of the business model. Therefore, the marketreality. tion’s framework should reflect its objectives and resources, as well as employers beforeengaging in professional associations. An organiza- In certain cultures, like Singapore,employees look forguidance from want tofocus may on B2Binitially,tothen build the B2C gradually. market entrystrategy. For example,dependingonthe market, you The business and community framework should be connected to the models that speak to each market, as no two countries are the same. resentation, wholly- ownedsubsidiaries, just to nameafew. Develop joint ventures, sales agents, contractors, regional and/or local rep- a variety of business models availableto test and explore:partnerships, and sustaingrowth: Branding &Positioning, Adequate Business There are three critical pillars that help organizations promote & Community Models andEcosystem Dimensions. - that servethem. expect and nothing technology but savvy, the same fromorganizations commercial and volunteer sides. In an era of Digital First, users are and is in embedded every aspect highlighted in this article, on both Last but not least, technology is the backbone of your globalstructure, egy development.Fragmentedtacticsrarelyaddtosomethinggreat! that remember laser focus strong to strat and financialanalysis arekey successful? Many goodopportunities as aresult,but may berevealed tionships, such accounts, as global from marketswhere you’re already serve current unfulfilledaudiences?Canyoubuildoncurrent rela- across the users’ ecosystem? Would potential partnerships be ableto tive industries? Can yourcurrent or newproducts eliminate problems the opportunities for growth? Do you currently look across alterna- Think through the dimensions of your current portfolio. Where are several growthopportunitiesfororganizations. after consuming products during and services, before, and can unveil partners, volunteers and staff. Users’ needs, thoughts and experiences, ualize the real interactions dynamics among users, and members, I love drawingecosystem maps because they allow executives to vis- not-for-profit associations \ [email protected] ment strategist with 20years of experience inFortune500,advertising agencies and This article iscontributed by Renata Lerch, aglobal marketing andmarket develop- THE MEANING OFBEING GLOBAL -

31 \ MAY 2017 32 \ BOARDROOM MAGAZINE Boardroom Culture inthe diversity inaclear and compelling and solution. story He knowshowto translateant. theconcept of cultural Chris isaninspirational speaker andaseasoned consult main themeofthemonth,from acultural perspective. Chris Smitineach issue, sohecan share histake onthe personal relationships, butmore soto relationships that countries havewith It mayresemble abitlike theinfamous seven-year itch. I’m referring not to each other. More specifically to thetroublesome timethat Europe isgoing through, thedealing andtheprotectionist withtheBrexit, behaviorofthe Keeping aCultural Edge in aGlobalized World butions, isgivingvoice to and Australasian contri- with American, European room, aglobal magazine ure. Inthisregard, Board- tor decidingsuccess orfail - will often bethesilent fac organization works,and intheway an everything tions. Culture influences issue for many associa - priority organizational high tural matters shouldbea Paying attention to cul- American President Trump. - - Words ChrisSmit mine whowillthriveand wither. best adapts tothe markets, willalsodeter- needs ofits and members ation is), survival of the fittest, or in this case the association that can you areanassociation? Well,in business (which, let’s face it,anassoci What does this have to do with keeping your competitive edge when survive, andreproduce.” small, inherited variations individual's increase the ability that to compete, natural selection the of of organisms arise and develop through all species English developed by the naturalist stating that Charles Darwin andothers, According to Wikipedia attention toculturaldifferences. In simple words: yourcompetitive edge lies in thoroughly paying upbringings, countriesand…cultures. association serves. And these people come from different backgrounds, It is paying attention to different wants and needsofthe people your globalized andcompetitivemarket? and great credentials, what is the secret to success these days in a highly in many areas the world over. Beyond products, services, technology You asanassociation want tocontribute change to andpeople’slives noted, globalizationisheretostay. tional relationship. But, like the chief editor of this magazine already that nomenon comes in waves;contractionexpansion ofinterna- and For some it might look like globalization is contracting. This is a phe “Darwinism is a theory ofbiological evolution “Darwinism is a theory - - cultures with strong hierarchies and weak hierarchies. In stronger Decision making is done differently in different cultures. There are of theirculture. the world the way they are brought up. And their upbringing is a result will all stakeholdersbe your biggest involved problem. Peopleperceive When you organizeyour next conference managing expectations of are. where the you organizeyoureventand country where your members about understandingthe local norms,valuesandbeliefs of the country further and deeperthan looking at some superficial do’s anddon’ts. It is But, atthe same time,payingattention to cultural differences goes a lot McKroket… sold there. back inAmsterdam,youcanget However, a delicious Not aBigMac. They’re notbeingsoldthere, because Beef is not being But what would youget if youorderaBigMac in NewDelhi,India? Netherlands doesn’tsellbeer.Nordotheone’sinUS. Big Mac in Amsterdam they won’t sell you the beer. McDonalds in the Paris or Brussels you can enjoy it with a cool beer. If you buy the same can relatetothis everyone - we’rebuyingaBigMac. If you buyonein Let’s use a productnotassociated example, to associations, so that don’t needculturalcompetenceskillswillendatthebottom. bers andtheir markets will come out on top. Those that think they Business that do take cultural differences into account, for their mem- in thisglobalindustry.So,dowekiss, boworshakehands? In otherspecifically words,yourmindsetneedstochange. maybe And networking andundergoingauniqueexperience. it. Your in-andoutside global target markets arelookingforlearning, offer, noron the financial results and logistical management around expectations. They don’tsolely focus on the products and services you conference. Clients, members, andregional chapters all have different to go global needto think just beyond the organization of their next In keeping (orgetting) a competitive edge, associations that want paste optionwillmostcertainlynotworkthatwell. in Asia building up relationships is important very - the Western copy- but there it is a lot harder to get hold of the decision maker. Likewise, more staff and present when involved you organizeacongress in Asia There is also amatter of staffing there levels. In general,aremany one regionbutnotsoinanother. The belief that “low rates equals more delegates” is a common onein with lowhierarchythisauthoritycanbedelegated. hierarchical countries, the boss takes the decisions, while in countries [email protected]. Get intouch with Chris at culturematters.com orwrite himanemailat Want tobetter understand different cultures and learn how towork with them? When you organize yourWhen next conference managing expectations of allstakeholders involved willbeyour biggest problem. THE MEANING OFBEING GLOBAL

33 \ MAY 2017 34 \ BOARDROOM MAGAZINE this, they need education. in this age of disruption. For business savvy –especially to adapt tochanges, and organizations –active, quick Associations needtobe agile EDUCATION INTHEBOARDROOM this, they need education. in this age of disruption. For business savvy –especially to adapt tochanges, and organizations –active, quick Associations needtobe agile EDUCATION INTHE BOARDROOM

35 \ MAY 2017 114053 -GCMBBoardroom MagAd250x210mmv4SA.indd 1

36 \ BOARDROOM MAGAZINE glasgowcitymarketing.com experience and leavealastinglegacy. by developingpublicengagement activitiestoenhancethedelegate We’ll work withyoutotake your eventoutsidetheconventioncentre programme, you’ll havetheworld’s friendliestcityon yourteam. With citywidestrategicpartnerships andaworld-leadingambassador 12/04/2017 13:32 place in London on Monday 12 on Monday place inLondon planners to learn andnetwork,will take of the leading forums for association event has become internationallyrenownedas one The Association Meetings Conference 2017 CPL Events. Amongst other leading industry Conference Chair and Executive Director, once again been created by Linda Pereira, Content for this important conference has abandoning themoretraditional. rate latest trends and innovations,without organisers, in particular the need to incorpo- tackle the common challenges event faced by the AMCs. needs ofPCOs and The eventwill within associations, andonecreated to fulfil one designed for event organisers working will be split into three distinct streams with The Association Meetings Conference 2017 eve ofTheMeetingsShow. The Times They Are a Changin’ Now inits fifthyear,Association Meetings thetheme Conferencefor The 2017 The Association Meetings will beTheTimesThey Are aChangin’ -afresh focus onthenext five years and the revolutionary changes currently hittingyears andtherevolutionary themarket th June, on the June, Conference 2017 itors including a host of new faces from meet more than 700 international exhib The show offers buyers the opportunity to visiting The Meetings Show as hosted buyers. professionals and is free to attend for those to address the needs ofassociation meeting The conference has been specifically created end, creativecaterers–Searcys. the catering and hospitality provided by high Barbican is the ideal home for the event, with conference world’s leadingarts and venues most iconic venues for2017. As oneofthe held at Barbican, oneof The City of London’s The Association Meetings Conference will be tinez, CEOatShocklogic. and Founderat HootMarketing, John Mar- sions will be deliveredbySueWills, Director speakers and subjectspecialists, ses keynote of association meetings. - - sive networkingfunctions. with refreshments and invitations to exclu to two nights, access to hosted buyer lounges complimentary travel,accommodationforup attendance options; one or two day stays, the industry, providing buyers with several most flexible hosted buyerprogrammes in The Meetings Show provides oneof the from aroundtheworld. destinations, venues, hotels suppliers and EDUCATION INTHE BOARDROOM www.themeetingsshow.com/hbapply the Association Meetings Conference, goto: To apply tobecome ahosted buyer andattend THE MEANING OFBEING GLOBAL -

37 \ MAY 2017 38 \ BOARDROOM MAGAZINE tion Executives (ASAE). So,I could say that member ofthe American Society of Associa tions in the U.S. having beenalong-standing quite I havealsolearned a bitabout associa of thisdevelopmentprocess. sense of purposeandcommitment to bepart noted how associations have evolved with a the years. With this to progress, journey I economic growth nomenal of the region over can say that I am a living witness to the phe in AsiaPacific and elsewhere, around and I the opportunity to travel to many countries last 25 years (and counting) and having had Having been an association executive for the The Agile AsianAssociation To associations must this,Asian strive achieve to bewell-governed and associations needto beagileorganizations –active, quickto adapt to changes, andbusinesssavvy–especiallyinthisage ofdisruption. Reflecting from Manila,Octavio ‘Bobby’Peralta argues that Asian - - - A Perspective that is in pre-dominant U.S. associations staff-run” model or“volunteer-driven, one delineated unlike the board-management aged model or so-called “volunteer-run”type man and region adoptthe governed board corporate worlds. Most associations in the ments elsewhere in both the non-profit and not kept in pace with governance develop in particular, in the Philippines, however, has Governance in many associations in Asia, and west”. from bothperspectives of “the east and the association governance and management in my case, I am fortunate to know about professionally managed. - - staff-run” (VDSR) version, the management with the VR model, in the “volunteer-driven, in the staff complementation. As contrasted The difference between the two models lies who are not compensated for their work. system is solely undertaken by volunteers this “volunteer-run” (VR)model, governance components (or chapters) and staff. In the acts in their behalf,committees, task forces, tees) who are elected who bymembersand consists of thedirectors board (or trus A typical association governance structure governance. and which is in the same mould as corporate - membership organizations. training course for boards of associations and the Association Governance Program,a variant, whenever possible. It has developed organizations using the VDSR modelorits – to make associations to be well-governed first half ofPCAAE’s reason forbeingisclear 1. taken thefollowingsteps: Recognizing the challenges, the PCAAE has cating on.Butthisiseasiersaidthandone. ciation Executives (PCAAE) has been advo Philippine Council of Associations Asso and in this part of the world andthis is what the option to emulate and adoptbyassociations ences that the VDSR modelwould be a better It is apparent fromthe above-cited differ - group. community is multi-driven byas in many the describe the VR modelwhile the in VDSR, community with key drivers is how best to 4. knowledge isstoredandretrievable. recruited planned, and cultivated, hence, talent allocation is and knowledge VDSR, are basedonvolunteeravailabilitywhile in edge and talent are not that steady since they 3. strategy. with a focusof on integration delivery and resources VDSR, are proactivelyplanned of resources in the while VR model in the market opportunities are restrained by lack 2. on thereturnofinvestment(ROI). ness planning in a holistic view, with focus by strategic priorities and professional busi services while in VDSR, activities are driven short-term ful programsandmembership focus in associations is success built around 1. Activity focus–Inactivity the VR model, models. are some basic differences between the two of Association Executives hereunder (ASAE), Based on the study of the American Society sionals, i.e.,salariedemployees. executive director) is composed ofprofes- staff, headed bya chief staff officer (CEO or Place governance at the “heartofit all” –The atthe Place governance People resource availability Strategy positioningStrategy – Emerging needs and Community dimensionCommunity –Aresponsive – In VR, knowl - - - - - 5. approach. positive messaging and a multi-channelled associations many and other entities through unique value proposition, and reach out to as cacy is to build credibility and trust, provide a important aspect of PCAAE’s advo work and 4. ference isalsointheworks. learning experience. A mid-yearmini-con- and workwith partners to deliver additional izes the annual two-dayAssociations Summit from the two main programs,PCAAE organ- 3. ciation executives. produced sofar12 certified professional asso ation Executive Program (CPAE)which has conducting the Certified Professional Associ cational arm, the PCAAE Academy, has been organizations. The PCAAE,underits edu- resources to professionally manage their staff with up-to-date tools and knowledge meant providingassociation executives and association profession.management This half ofPCAAE’s purpose is the to advance 2. in associationgovernanceandmanagement. much-developed counterparts’ competency region wouldbeendowedatparwith their a matter of time when associations in the PCAAE ‘framework’, believes that it is only to consider working within the APFAO izing their associations together and eyeing Thailand andSingapore also currently organ- through the APFAO. With Malaysia, Japan, management education and have beensown of Asianassociations intermsofgovernance The “first seeds” in the professionalization management education. collaboration onassociation governance and advocating and promoting for a regional those from Australia and Korea,has been “associations of associations” composed of tion Organizations a network of (APFAO), with the Asia Pacific Federation ofAssocia its pioneering initiative and membership Connect members and work with alliesConnect members and workwith Link with the world the Link with Gear up the management staff management Gear up the Create a brand and be visible – The PCAAE, through –The second –Equally an – Aside - - - - EDUCATION INTHE BOARDROOM THE MEANING OFBEING GLOBAL ‘Bobby’ Peralta Octavio Introducing (PCAAE). Executivestions and Association - the PhilippineCouncilofAssocia (ASAE) andtheCEO&Founder of ExecutivesSociety ofAssociation and contributor to theAmerican is along-standing memberof ciation executive, BobbyPeralta years ofexperience asan asso the Middle East. With over 25 Asia-Pacific, Latin America, and banks in154countries in Africa, organization of328development tutions (WFDFI), the umbrella Financeof Development Insti - General oftheWorldFederation is alsocurrently theSecretary in theAsia-Pacific region. He in sustainable development financial institutions engaged banksdevelopment andother (ADFIAP), thefocal pointof106 andthePacificInstitutions inAsia ation Financing of Development - Secretary General oftheAssoci Bobby Peralta ispresently the -

39 \ MAY 2017 and get inspired, informed and connected. and informed inspired, get and Come to Association Day at IMEX • • • association is facing? challenge What’s the toughest ideas for your forthcoming events. for forthcoming your ideas to gather suppliers venues and destinations, with meet you can where industry, meetings international of the S touch. in stay and ideas exchange M sectors. industry all across associations by faced how to challenges solve C tay on for IMEX, the three-day exhibition three-day the tay on for IMEX,

and learn learn and Frankfurt in Day at IMEX ome to Association 40 \ BOARDROOM MAGAZINE – compare notes, notes, –compare to yours roles similar in peers eet your at the heart heart at the [email protected] imex-frankfurt.com 15 2017 May Contact: Natasha Richards +44 (0)1273+44 224917 and get inspired, informed and connected. and informed inspired, get and Come to Association Day at IMEX • • • association is facing? challenge What’s the toughest ideas for your forthcoming events. for forthcoming your ideas to gather suppliers venues and destinations, with meet you can where industry, meetings international of the S touch. in stay and ideas exchange M sectors. industry all across associations by faced how to challenges solve C tay on for IMEX, the three-day exhibition three-day the tay on for IMEX, and learn learn and Frankfurt in Day at IMEX ome to Association – compare notes, notes, –compare to yours roles similar in peers eet your at the heart heart at the [email protected] imex-frankfurt.com 15 2017 May Contact: Natasha Richards +44 (0)1273+44 224917 themselves professionally. als with opportunities to learn andimprove objective is to provide association profession their and their knowledge expertise. The the association industry who come share and the regular presence of leadinglights from Brussels Solvay School-EM and graced with taught by university professors from the ciation Management (EMIAM) course is The Executive Master in InternationalAsso Associations (UIA)andvisit.brussels. ciations (FAIB), the UnionofInternational eration of European and International Asso of Association Executives (ESAE), the Fed- in collaborationwith the European Society professionals from the association industry, launched amanagementcourse and aimed at of Economics and Management filled a gap Three years ago, the Brussels Solvay Schools long-term vision. ing of current and needs, externaldemands, association requires todayaconstant balanc- nomic crisis. Leading amembership-based ing competition, resources crunch and eco facing new challenges in the wake ofincreas To efficiently manage anassociation means Executive Master inInternational activities butalsothesoftskills to continue to playtheimportant socio- Association Management Association executives needperspectiveAssociation andskillsincore managerial political role inEurope andto understand its continuously changing A Brussels’ Exclusive economic, socialandpolitical environment. - - - - - unique combination of theoretical concepts widely combination of theoretical unique Cer Organisation) views the Master as Senior Managerat ECCO (European Can- Adline Lewuillon,Congress Operations within theFinancemodule. an entire day onVATwas also introduced 2016. After the input of the 2016 participants, cifically the governance topic is on offer since suggestions, revisedcoveringspe a module a whole, is evaluated. Thanksto participants' year each module, but also the programme as 42 students have takenthe course, and every each full day on FridaysandSaturdays.Sofar English and organised in sessions lasting a over 7 themed modules. Classes are taught in The course includes 17 days oftraining spread lecturer oftheEMIAM. and a Radiotherapy & Oncology(ESTRO), Cortese, CEO of the European SocieTy for world,” and aroundthe tinue to playsocio-politicala major role inEurope can con practices- they best management so that need perspectives, skills and understanding of the associations of international Europe. Managers onlyation is the management one ofits kind in Associ “The Executive Masters in International explains Alessandro “a - - which isconstantlyevolving. thatand innovation runthrough our society, productivity needs interms of governance, professionals and managersto meet economics in ordertotrain and management is to generate and share skills in the fields of in Europe. management nomics Its and goal of education andresearch in the fields of eco want toreapthe rewards ofthe highest level for participants, businesses institutesand that and Managementis (SBS-EM) a benchmark The Brussels Solvay School of Economics practical field.” deep strategic you bring this knowledge to the association and help international management, cover allkey elements of they experts. Together, sense association of humour),andjoinforceswith invaluable insightsprofessors bring their (and supported by practical case studies. The Solvay EDUCATION INTHE BOARDROOM at [email protected] Programme Manager, on+32 26503894or visit www.solvay.edu orcontact AsjaKamenica, For more details about the EMIAM, THE MEANING OFBEING GLOBAL -

41 \ MAY 2017 42 \ BOARDROOM MAGAZINE Morten Haarr, ConventionDirector Convention Bureau, at Stavanger When it comes to destinations attracting the right associations, Per others explorenewmarketsinAsia orAfricalaunchnewproducts. associations offer education programmes in the form of certifications, a service] or decide to differentiate yourself,” Bindellesuggests. While some needs. help assess if your association’s services are matching your members’ bers’ expectations. An annualmembership survey, forexample,may As for the concept of staying relevant, it’s all about fulfilling your mem- securities tradedonstockexchanges. anIssuers, the only European association representing companies with constraints,” goals and association—the destination andthe sides—meaning the from both andbe able to understand “The mainbenefit is to get each other to know interaction asacommercialone. the needs and visionsurroundingameeting,insteadoftreating the to start a dialogue. This way, CVBs and venues can understand their to be open to discussion, engaging with destinations as early as possible To stay relevant in today’s competitive environment, associations need “You canalso analyze already [offer your environment tosee if others explains Florence Bindelle, Secretary Generalat explains Europe Florence Bindelle, events, associationsevents, thefinancialelementwhendeciding are lookingbeyond Long gone are thedayswhenassociations decideondestinations based on Staying Relevant inToday’s accessibility andthenumberofmeeting rooms. Whenitcomes to hosting Competitive Environment on therightplace to plantheirmeeting. Words LaneNieset - says, Director ofDubaiBusinessEvents. to local knowledge, new funding and partnerships,” to recruit more members or providingsuch as creating opportunities access ations goes beyond create a lasting legacy hosting association that conferences, by helping associ boundaries and service. Dubai However, is keen to push the draw in associations conferences, and their such as accessibility, infrastructure factors hygiene ofa destination inorderto boards have been showcasing the presence in the Emirate. nology, aiming to draw relevant associations to establish a permanent as a growingknowledgehub focusing on areas like healthcare and tech areas that correspond with their ideologies. For example,Dubaiserves Associations can also partner with cities who offer knowledge hubs in munity thatmeetsanassociation’sgoals. The end result: aligning with the right local business and research com- local research gramme and centres that specifically target their niche. associations can partner with cities that offer a strong ambassador pro- really compete, especially when you’re a second-tier destination.” you can that parties, forallofthe fit, when it’s good when youhave that ciations,ambassador at for globalassociations.a local level and both It’s only “You have to stay“You competitive and really forwhat’s in it for asso look “Traditionally, convention bureaus and tourism says Steen Jakobsen, In this way, - - - © DMITRI POPOV cific cause. remember more is whether the city was a good fit for your spe locations for association meetings, butwhat yourmemberswill Budget andaccessibility tend to dictate destination andvenue 2. LOOK BEYOND MONEY &ACCESSIBILITY. deal,” Bindellesays. tiate acontract several years inadvance whenthey haveagood pliers. For instance, large congresses mightfinditusefulto nego early, andinsomecases, involvingyourlocal members orsup “To create atrustingrelationship meansstarting theprocess 1. ENGAGE AS EARLY AS POSSIBLE. Three Tips to Stand Out from the Crowd - - - speakers andnew members.” could provide themseveral opportunities, suchassponsors, institutions orpolicymakers can notonlysavethemtime,but international organizations to local talents, related ecosystems, Convention Salesfor theinternational market. “Connecting Lynda Tourisme Cadieux, Montreal’s Director ofMeeting and orate on, participate in,orhelppromote theirevent,” explains tap into a richresource oftalented individualsready to collab already knowaboutthemandwebelieve to beableto helpthem ourselves aspotential partnerfor anassociation,itmeans we offer motivation for stakeholders involved.“Whenweposition stand youroverall agreater vision,youcan achieve impact and By finding the right partners and destinations who under 3. CHOOSE THERIGHT AUDIENCE. EDUCATION INTHE BOARDROOM - -

43 \ MAY 2017 44 \ BOARDROOM MAGAZINE and applicable take-aways.” ensuresitator who value for delegates in practical focus andmaximises the are selected according to localneeds. All sessions are led by a professional facil - topics - the andbad governance member engagement, creating value and good to address topics such as strategic new event series structured the growth, Based ondeeply peers, feedback, learning we from each other. have their with ers of membership organisations and engage could hear new ideas for them various events our internationally, butwewantedtocreate a space where lead- set of challenges. Senior associationface executives already attend a unique AAE Executive Director Damian Hutt explains: “Leaders of associations level, withoutbeingoverlycloudedbyalloftheday-to-daymatters. out with their peers to focus on what is important tothem at astrategic is providing a place where senior association executives can take time to often as another an add-on event. With this new series, the AAE to provide just that. Leaders’ events have beenheld in the past, but announced bythe Association of Association Executives (AAE) aims The newAssociation Leaders’ Forumglobalevent series recently advice, inspirationandafriendlyear? associations. When the going gets tough, where do the tough go for The old adage‘it’s lonely at the top’ can certainly apply to leaders of Associations World Congress the Scenes at the Association Association leaders havealotAssociation to deal with.Besidesleading theteam, sector issues, andthecommercial aspects ofrunninganassociation, there are the strategic to aims,governance, namebutafew. anddevelopment, A sneakpeekbehind Leaders’ Forum Hong KongandIndia. The series this year is being held in London, Switzerland, Middle East, tion executiveheadsattended. ations and membership development internationally-over30 associa report onthe congress to follow!). Keytopics included growing associ Vienna the day beforethe annual Associations World Congress (full The first Leaders’ Foruminthe new series took placeon2Mayin similar issuescanreallyhelp. where peer discussion andinsight from those who have experienced participants encouraged to speak freely about challenges and concerns erwise hold backon.Opendialogueis much very the focus, with all format, enabling association leaders to air concerns they might oth out their points being attributed. This is an important aspect of the Forums events,ensuringthat participants feel freeto comment with The Chatham House rule will be applied to the Association Leaders’ More details at www.associationexecutives.org/leadersforums EDUCATION INTHE BOARDROOM - - - -

45 \ MAY 2017 46 \ BOARDROOM MAGAZINE DESTINATIONS Zealand, Washington DC. Latvia, Ottawa, New Geneva, Melbourne, Riga, vision. Zurich, London, Destinations with a Zealand, Washington DC. Latvia, Ottawa, New Geneva, Melbourne, Riga, vision. Zurich, London, Destinations with a DESTINATIONS

47 \ MAY 2017

efficiency. as to promote renewable energyand sumption and annualCO2 emissions, as well is working hardto reduce its energy con- now part of the municipal code and Zurich their city. This ambitious long-term goal is thus ety and the of sustainable development Zurich voted infavorofa2000-watt soci It all started in 2008, when the people of second home. others many have chosen and this city as their for start-ups. No wonderthat Google, IBM innovation inscience and biotech, as well as Rankings (2016) is – and an inspiring hub for currently #8 in the QS WorldUniversity leading technical universities – ETHZürich, The city is also home to one of the world’s (GDS). the Destination Global Sustainability Index Mercer Quality ofLivingRankingand#3 in Sustainable Cities Ranking, #2 in the latest Zurich #1 was in last ranked year’s Arcadis Are youlookingfor asmartdestination that walks thesustainability talk for your next association meeting? Thenwhydon’t youconsider Zurich? the Sustainability Talk - Zurich Walks can reach Zurich airport within 10 minutes tination. For example, didyouknowthat you Zurich is a convenient and cost-effective des - fessional butrelaxedexperience. surroundings makes a business event a pro- urban infrastructure and refreshing natural Zurich is efficient. The proximity of reliable for your event? Zurich is safe, Zurich is clean, www.gds-index.com). What does this mean performance (formoreinformation visit plier performance and conventionbureau strong in terms of social performance, sup Zurich is not only ecologically smart, but also become asmartdestination. shared vision is the most effective way to programs foreco-friendlymeetings. This the use of fresh, local producetoincentive ability initiatives – fromwaste reduction and industry are also investing heavily in sustain atives, and the tourism sector and local hotel been set up by both public and privateiniti A widevarietyofeco-friendlyprojectshave - - - does thesame. seriously, and will ensure that your event take social responsibility and environmental tainable enterprise (ISO) –andits partners Zürich Tourism – which is certified as a sus vention andexhibitioncenters? minutes) by public transport from the con- city’s hotels are easily accessible (within 30 using public transport? Or that 98% of the www.MySwitzerland.com/meetings [email protected] T. +32 (0)2 34583, Switzerland Convention &Incentive Bureau, contact Myriam Winnepenninckx, as ameetingsdestination: For more information onSwitzerland [email protected] \meeting.zuerich.com team at Zürich Tourism: planning, please contact the Convention Bureau For more information about sustainable meeting DESTINATIONS \ZURICH -

49 \ MAY 2017

place in the city in 2014. The event attracted EASL’s International Liver Congress took Director of EASL,aleading liverassociation. structure,” says Executive Grégoire Pavillon, in termsofworld-classfacilities and newinfra- last four years, both gress destination overthe £3.2bn. million business visitors in 2015 who spent of top convention cities and attracted 3.7 sits in fifth place in the latest ICCA rankings grown into a globalleader.It undoubtedly London as a business event destination has schools ofanyotherglobalcity. universities business ber oftop-ranked and last but not least London has the largest num- which has grownby235,000 in two years and employed in high-skill knowledge based jobs London has over 1.7million people who are headquarters than any other city in Europe, firms and attracts three times more corporate than one-third ofallEuropeanFortune500 seven global cities, London is home to more ment arethe most ethically diverse ofthe UK's capital city by education or employ cities of the world. Executives linked to the London came out as one of the leading global According to last year’s analysesbyDeloitte, "London has transformed itself as acon- talent andskillsto ensure sustainable oneofthemost economic growth. As it haveanimpact onthenumberofparticipants? CantheBritishcapital been ableto attract congresses alignedto its clusters ofexcellence anddid entrepreneurial andinnovative businesscentres inthe world,hasLondon In atransforming digital world,global citiesare indirect competition with one another, needto attract, asthey welcome, retain andexporttheright leverage to businessevents transition towards aknowledge andcreative society, andthejobcreation that accompanies it? London Calling - properties, with an estimated 140,000 guest rooms guest anestimated rooms 140,000 with properties, rangeis also abig plus as we havea varied of accommodationOur world. offering in the cities mentioned. London best-connected is one ofthe ton are vast. choose Single- London according to Suzanne past client feedbackthe reasons associations infrastructure. it And has paid off:from Of course, London hadto invest a lotinits was afantastic hostcity.” had wesucha well-attended event. London said: tries worldwide. ESC’s CEO, Isabel Bardinet, before, with attendees from over140 coun- comed moreinternationalvisitors than ever attendance of 32,773. The eventalsowel- event in the Society’s history, with a delegate vious records, makingit the most successful in 2015 all pre- came toLondon broke and pean Society of Cardiology (ESC)Congress delegates than other destinations. The Euro- that come to London dotendto attract more Associations at London &Partners,events According Singleton, Headof to Suzanne delegate numbersforanycongress. fessionals experienced its and highest ever 9,988 hepatologists, doctors and medicalpro- “Never in the history of the ESC Congress ESC historyofthe “Never inthe “Our great transports links are often Words VikkiCarley 14,000 attendees from nearly120 countries a particular highlight forthe venue. Closeto League Against Rheumatism (EULAR,) was matology 2016, hosted by the European The Annual EuropeanCongress of Rheu sizes ranging from400 to 22,000 delegates. national and international congresses with delegates). In 2016 ExCeL London hosted 14 ti-function conference suite (for upto2,500 ing hall (for up to 3,000 guests) and a mul- up to 5,000), London's largest banquet - ExCeL has the UK's largest auditorium (for Centre (ICC London ExCeL). ICC London Internationalincludes Convention London’s 100,000sqm of flexible event space which ExCeL in the London East of the city offers city’s transporthubs. all which and are easilyaccessible from the catering for 1,000 delegates right up to 30,000 ciations is its range of purpose-built venues from historic a big to pull forasso modern, While London has a diverserangeofvenues BIG PLAYERS campus accommodation.” ma-code compliant options as well as university city. This also includes numerousphar- across the DESTINATIONS \LONDON shesays. - -

51 \ MAY 2017 52 \ BOARDROOM MAGAZINE 1975. ation back to Britain for the first time since the International Psychoanalytical Associ QEII Centre recently won a contract to bring Marine Purchasing Association (IMPA). The Law tion, Global Summit and International ical Association, the EventCinemaAssocia venue including the likedofthe British Med- ations choosing to bring their events to the international events each year with associ QEII Centre hosts about 400 national and houses over 32 versatile event spaces. The the city has capacity for upto2,500 delegates, ster the Abbey, QEII Centre in the West of attractions including Big Ben andWestmin A mere five minutes away from London’s matology researchandclinicaladvances. attended the event to hear the best in rheu - - - - - gresses in recent years, including high-profile ciations have chosen London for their con- As a result, a number of life sciences asso organisers. has in-depth expertise for medicalcongress means that innovation, the British capital ting-edge centre of biomedicalresearch and health the and Francis Crick Institute, a cut which funds research into human and animal the life sciences sector, the Wellcome Trust, which promotes and grows investment in junction with institutions such as MedCity, ties for research excellence. This, in con- and seven of the UK’s 10 leading universi- the UK’s Academic Health Science Centres sciences cluster, with five out of eight of life is London home toaworld-leading LIFE SCIENCES PULL - - and this is what we world.” will continueand this to tell the Brussels and Paris on his European trip in March, MayorofLondon the to took message that is the This world. talent and visitors from alloverthe London is, andwillalways be, open tobusiness, exchange rate. We that world need to remindthe favourable bill in advance tolockin the settle their clients asking to partners have alsoexperienced Some ofour same period in2015. overthe than ies - our CVB welcomed 30per 2016, cent more enquir event inLondon. Between June andDecember means never been a better time to hostan there’s against British pound currencies the other of the don & Partner’s Suzanne says: in some meeting planners’ minds. But Lon- referendum in2016, uncertainty has settled With Brits voting toleavethe EU in the UK globe.” events fromalloverthe world’stime zones so is well placedtoattractthe a diverse and multi-cultural centre of city at the key destinationsthe to be seen at. London is also want to be seen as serious events, London is one of global audiences and, if congressesnetwork with to meet and opportunities attendance duetothe “Events in London oftenattract larger delegate Major Events&Partners,said: at London Halliwell, Director of Business Tourism and to workhardattract associations. Tracy ciation events, like any other city it still has While London enjoysarich pipeline of asso COMPETITION INABREXIT WORLD their events. gas also have astrong interest in Londonfor gresses, petroleum engineering and oil and Conventions at ExCeL London, finance con- According to Samantha Shamkh, Headof place forthepastfouryears. city’s technology credentials and has taken fostering collaboration and showcasing the programme of events inspiring creativity, ogy Week. London Technology Week is a events, which is Technol- thanks toLondon successful for Londoninterms of association The technology sector has also beenvery Urology. more recently the European Association of European Respiratory Society in 2016 and in 2015, the diology as mentionedbefore, events such as the European Society of Car- “The strength “The strength - sessions. mercial insightoffered bythenumerous gates withthe tools to act onthecom- while empowering and equipping dele out ofthecurrent economic situation, to taketry thelead andmake themost meetings, conference indus andevents The full dayconference encouraged the andthehospitalityevents sector. terrorism andcrimeontravel, tourism, guarding andsecuritytheimpact of sultant Bridget Baker, discussedsafe alongside hospitality con andevents - and global securityexpertBobQuick, sioner of the Metropolitan Police Service Terror Attack, former Assistant Commis just two days before the Westminster Speaking at the conference on 20 March, of recent European terrorist attacks. the sector to avoidcomplacency inlight venue safety at its conference, asiturged (mia) recently addressed theissueof Association The UKMeetings Industry inLondonSecurity - - - - venues from impendingthreats. ofsystemsciency and to safeguard UK human elements, to maximise the effi- vision, includingphysical, technical and importance to integrate allsecuritypro Itisthereforeexploit. ofparamount nals andterrorists anopportunityto don’tas they feel at risk–givingcrimi- minor lapsesinsecurityto go unchecked raise thepotential for venuesto allow itdoes dents intheUKispositivenews, relatively lownumberofterrorism inci- has beenthecase since 2014.Whilethe threat in the and UK this is severe level The current international terrorism vulnerable venuebusinesses. impact and upontheUKMICE industry terrorism andhowitcan unpredictably security risksinrelation to crimeand Quick outlinedthecontext ofglobal CEO ofBluelightGlobal SolutionsBob affectedseverely bysecuritybreaches, venuescan be Addressing howeveryday - tems backupandrunningeffectively.” money are beingdemandedto get sys by ransomware, whereby large sumsof organisations are beinglocked down not immuneto suchdangers andmany information security. Theevent is industry organisations onpoornetworks andwith be highlighted, asitcontinues to strike tated crime isagrowing trend thatwill Bob Quickalsoadds:“Cyber facili- implemented to combat theissue.” rity practise developments thatmustbe evolving threats to venues,andthesecu - be constantly educated aboutthe current tinue to evolve. Meeting planners needto criminals increase and their tactics con- capabilities ofterror organisations and there isnolongerany‘normality’asthe tant to drivehomethemessagethat criminals and terrorists, and it is impor threats facing from theindustry both awareness ofthecurrent andpotential Quick says:“There isaneedto drive Commenting ontheconference, Bob up to30,000. ing for1,000delegates right purpose-built venues cater- associations isits range of ic tomodern, abig pull for range of venues from histor- LondonhasadiverseWhile DESTINATIONS \LONDON - -

53 \ MAY 2017 54 \ BOARDROOM MAGAZINE Geneva hasalways beenpopular. Aglobal destination by essence, For some people, it’s the world’s smallest metropolis. Forothers, headquarters of international organisations andcompanies and commitment toassociations by aligning its positioning with its it’s simply the peace capital. Whatever the nameconjures up, An ExpertGlobal Village a foreign population of about 40%,Geneva hasrenewed its an ‘international village’ ifyou like, thankstothe presence of clusters of excellence. Geneva Words RémiDévé

CERN, GENEVA society. creative transition and towards aknowledge destination can leveragebusiness events to sonal ambition on the part of members, the of specific organisations, which supports per- research and solutions aligned to the mission in the destination, by buildingconnections, necting association delegates with their peers all about ‘relevance’ andachievement: by con- is it’s here. » InGeneva, there knowledge that We’re winning bids to showcustomers about the a congress has to be interesting for us in Geneva. hand, content; workon other on the help them the have a local committee who is reallythey going to it is hand, interesting to winabidforcongress if events. On one most of their partners to make the congress organizers and weare like that to think argues: ject, i.e. the economyofthe destination. She comes down to working onthe same sub- the Geneva ConventionBureau,says it all In this Loetscher, Anja regard, Director of microtechnologies, BioTechandMedTech. grances, Cleantech and ICT to watchmaking, – clusters range from banking &finance,fra- is famous fields ofendeavour lence inmany city’s growth agenda. And Geneva’sexcel- resources and in ordertoalignits bids tothe restructured its marketing communications The Geneva Convention Bureau has recently truly cosmopolitancity. lomatic a missions, Geneva thereby making mental organisations (NGOs) and200 dip - organizations (IOs), over300 non govern not to mention 36 and around, international 140 multinationals are established in the city leged location for globalizedcompanies: over multicultural offers aprivi- tradition,Geneva meetings. Due to its international nature and of peopletoconferences,conventionsand Cross, Geneva everyyearattracts thousands of the International Committe of the Red European headquarters and the head office Known throughout the world as the UN’s «It has to be a win-win situation. We - helps attractconferencesinthefield. ogy translation in the area oflife sciences and ulates innovation, collaboration and technol interdisciplinary scientific approach, it stim Engineering and Architecture. Through an formatics, and the School of Landscaping, Brain Project,the Swiss Institute of bioin- of bio-andneuroengineering,the Human versity Hospitals of the Geneva, Wyss Centre such as teams from UNIGE, EPFL, the Uni- comes many academic and industrial partners inaugurated in 2015. Campus Biotech wel- unique centre of excellence in Europe was Wyss, this the Hansjörg Bertarelli familyand (EFPL), the University of Geneva (UNIGE), the Federal Polytechnic School of Lausanne science research. Born out of aninitiative of at the forefront ofbiotechnological and life tech, which has cemented Geneva’sposition There is also the example ofCampus Bio- given thecity’sexpertiseinsubject. just made sense for them to do so in Geneva, ities exploring Human BrainMapping – it research across groundbreaking and modal forum forthe exchange ofup-to-the-minute organization is to provide aneducational stream. One ofthe primary functions of the and its movement into the scientific main- the field ofhumanfunctional neuroimaging since evolved in response to the explosion in brain, the OHBM was created in 1995 and has discovery of the organization of the human international organization dedicated to the ment to this renewed energy. The primary tions from the students’ population, is testa Palexpo last year, with dynamic contribu for HumanBrainMappingwhich was held at The 22 or gotowww.geneve.com +41 229097056,[email protected] cations Coordinator, Geneva Convention Bureau, destination, contact Mélanie Paillard, Communi- For more infomation onGeneva asaconference nd Annual Meeting of the Organization - - - - - growth agenda. align its bids tothe city’s and resources inorder to marketing communications has recently restructured its Geneva Convention Bureau DESTINATIONS \GENEVA

55 \ MAY 2017 56 \ BOARDROOM MAGAZINE Intelligent Transport Systems Leave alegacy inMelbourne 73 countries converged onMelbourneinOctober 2016,asthecityplayedhost After years more thaneleven inthemaking,thousandsofdelegates from over to thelargest intelligent ever transport systems (ITS) conference inAustralia – the 23 rd WorldCongress onIntelligent Transport Systems (ITS 2016).

DUCKBOARD PLACE, MELBOURNE, © VISIT VICTORIA and industry on the state’s roads.The business was trialled andshowcased to global media endorsed bythe Victorian State Government gress a driverless car built in Melbourne and manufacturing industry. As part of the con- equipment being Victoria’s second largest expertise in the ITS sector, with transport brought greater visibility to Melbourne’s The event transformed the industry and local andglobalcommunity. conferences that have a lasting impact on the dollars. It beyond is the legacy outcomes of Victoria, but the impact of this event extends lion estimated economic contribution for ITS 2016 generated in excess of AUD25 mil- leading thebid. Melbourne Ambassador,DeanZabrieszach Australia President, Brian Negus Club and major factor for the city’s success, with ITS ognition as a leaderin the ITS sector was a global rec- bourne’s ITScommunityand Most significantly, the strength of Mel- (MCEC). bourne ConventionandExhibition Centre the ernments and excellent facilities at Mel- support from the city, state and federalgov- tion for its collaborative approach, strong Melbourne was chosen as the host destina- sector. discuss issuesopportunities and within the ent new innovations andresearch, as well as implementation of ITS technologies to pres- tutions in the involved research, design and rations, public agencies and academic insti gress aplatformforprivatecorpo- provided conference ever held in Melbourne, the con- The second largest international association community. ligent transport systems’ contribution to the city’s liveability has intel- beenenhancedby Liveable City for six consecutive years, the demonstrate this. Named the World’s Most and Melbourne was the ideal host city to ‘enhancing liveable cities and communities’ ITS 2016 was centred around the theme - and our convention facilities, as well as provide to showcase Melbourne tools material and all the Systems. MCB ensured we had professional bid 23 the Convention Bureau (MCB) was key to securing Melbourne Officer said: “Thesupport of the ITSAustralia Susan Harris, Chief Executive the seamless arrival of delegates into the state. bourne Airport,Qantas to and SkyBusensure were abletobemet,then worked with Mel- ensure the requirements of the association ernment, City of MelbourneandMCEC to MCB garnered the support of State Gov events, facilitating city-wide collaboration. approach to winning and hosting business ITS 2016 demonstrated MCB’s collaborative professional congressorganiser. delivery with MCI Australia appointed as the with ITS Australia from bidphase through to secured ITS 2016 in 2012 and workedclosely Melbourne Convention Bureau (MCB) community. can leverage a congress to engage the broader general public,demonstratinghow the city Melbourne hosted three sessions open to the sector to the local community, the City of changers. Recognising the significance of the insight into the next generation of ITS game transport and solar vehicle challenges, giving School students participated in smart city, and school students attended the congress. Significantly, 2,437 members of the public of autonomousvehiclestechnologies. announcements in research and development were also major governmentinvestment ment’s High Level Policy Roundtable. There and Mayors attended the Federal Govern And morethan 50 international Ministers and major breakthroughs in connected cars. new traffic control, smart mobility software New innovations were also launched, such as standing (MOUs)signed duringthe congress. ments and four Memorandum of Under icant withof partnerships, anumber agree- benefits resulting from ITS 2016 were signif rd World Congress on Intelligent Transport - - - - Melbourne. left over foodto food shelters throughout partnered with Oz Harvest to redistribute each day. Tominimise food waste, MCEC and operated six themed cooking stations 6,000 delegates over the course of the event, hours preparing and serving meals for over MCEC’s culinary teamspent more than2,600 taneous lecturerecordings. length movies – andcoordinating 40 simul- every hour – the equivalent of 1,000 full- 80GB of videocontent to the ITS website requirements. This included transferring of ITS2016 seamless delivery technology a customised developed plan toensurethe MCEC’s award-winning technology team square metresintheexhibitionbays. welcome reception, spreadacross 16,500 Centre and includedthe venue’s largest ever floor space in the Convention and Exhibition ITS 2016 utilised over 80 per cent of available bid.” leaduptothe inthe experience aquality decision international makers with the What: 23 Fast Facts Victoria: OverAUD25 million Economic contribution to from 73countries Attendance: 11,496delegates Host organisation: ITS Australia and Exhibition Centre (MCEC) Where: MelbourneConvention When: 10-14October 2016 Intelligent Transport Systems DESTINATIONS \AUSTRALIA rd WorldCongress on

57 \ MAY 2017 58 \ BOARDROOM MAGAZINE include breakfast or free wifi, or the ratesinclude breakfast or free wifi, or the will be ratesmeeting(s). Do, forexample, hotel rooms generalwiser to base yourself on the costs of your dies? As Aigars Smiltans puts it, just compare who gives the largest subsi look at the biggerpicture? Should they really vention’ magnifying glass, should’nt planners But instead of looking through a kindof ‘sub- impact theselectionofadestination. respondents admit that subventions don’t discounts on venuescosts. Only 17% of the ing 75% from all respondents – followed by The highest stake is cash subsidy – accord- sion making”if there are offeredsubventions. ents acknowledge Research, BVEP Subvention 50% of respond- to where totaketheir next event. In the 2016 when an associations makes the decision as are playing,if not a large,but a critical role The Right Solutions Ltd indicates that they meetings. The latest research conducted by tinations battle it out to win new association ferences – has become more generous as des- visitor bureaus (CVBs) to attract large con- vention” –subsidies givenbyconventionand Described by someas a necessary evil, “sub “significant influence in deci- whole picture worthbeingidentifiedbefore rushingto accept cash, asAigars meeting to theirdestination. Butshouldthat really come into play?Isn’t the While far from universal,agrowing numberofnational tourism boards and The Power of Subventions, even city-level convention city-level andvisitorseven bureaus are offering some form of subventions to attract associations that are considering bringingalarge « it might be - - Riga &Latvia reduced carbonemissionfootprint. benefit? No hassle in public transport and a all main venues, restaurants or sights. The the city centre, within walking distance to are locatedwithin and the Old Townorin line. Most hotels offer free breakfast andwifi, 1500 budget, andanadditional in the pipe- tion, with 8000 rooms catering to all kindsof Riga offers a wide variety of accommoda- It isareliableandsafedestination. Riga is affordable evenwithout subventions. good reasons. next meeting?Well,there are numerous, Then why choose Riga or Latvia for your continues. decisionon fora delegate to come. the cost forinstance? will have an influence All this accessible? What doesanaverage meal or cab fare transportation destination easily affordable? Is the they really havetheir delegates in mind? « Is requesting a proposalfromdestination?Do associations always playing a fair game when you haddone it yourself? ing as material if is “offered”, willit be as good for accommodation only? Andif some market Smiltans’ MEETRĪGAargues? Really ? Words RémiDévé » Digging deeper, are » Aigars - cheaper… evenwithoutsubventions. organizing anevent in Riga, it still might be All in all, if you compile all costs related you’d beamazed… Cuisine. It can sound very dear,but it is not, ated arealmanifesto for ModernLatvian cooking traditions German-related and cre years back to break away from traditional is a major asset. Latvian chefs decided afew Last but notleast, the Latvian cuisine scene and enjoythecity. leaving moretime to actually hold meetings tre, which makes transfer smooth easy, and Airport is located just 9km from the city cen- and easy to get around. The International delegates theatre style. Riga is also compact via’s capital city can host meetings up to1100 multifunctional conference centres in Lat of which have conference space, two large meeting halls. In addition to hotels, most Riga also boasts a very diverse portfolio of [email protected] \www.MeetRiga.com/en contact Aigars Smiltans, MEETRIGA For more information about Riga andLatvia, - - GASTRONOMY REGION RIGA ‘subvention’ magnifying glass,should’nt Instead of looking through akindof planners look at the bigger picture? DESTINATIONS \RIGA

59 \ MARCH 2017 60 \ BOARDROOM MAGAZINE an Appealing Event Destination Global Market Eyes Ottawa as of destinations for international congresses ofallsizes, Ottawa isready to a role astiming.Today, asglobal continue events to impact theselection In thetourism andhospitality industry, location playsasimportant welcome theworldandhasamarketing strategy inplace to make this happen.

NATIONAL ART MUSEUM, OTTAWA ble,” notesKressler. wonderful diversityand the availa of activities Ottawa area naturalment on beauty of the the who attend events at Shaw Centre frequently com partners Gatineau Park. “Delegates and their playgrounds, including world-renowned numerous locations serve as four-season pace. Just moments from downtownOttawa, plemented bythe area’s abundant greens- The vibrant cultural scene in Ottawa is com- community. is a message that resonates with the global spirit common amongmost Canadians. This tolerance and unity,exemplifies the peaceful in deliveringfrequent Trudeau, messages of Kressler notes that PrimeMinister Justin of residentsspeakbothEnglishandFrench. region a truly cosmopolitan feel. Almost 40% quarter of the city’s population, giving the residents foreign-born make upalmost one the local diplomatic community. In addition, the opportunity for personalinteraction with Visiting foreign businesspeople appreciate located inthe region of1.3 million people. with 130 embassies high and commissions Ottawa is very much a multicultural city, tres (AIPC)in2014. International Association of Congress Cen- three convention centres in the world by namedoneofthepremier eventvenue, top Kressler, President of Shaw Centre, the city’s world,” people all areas from of the plifies these attributes. as its capital city, Ottawa perfectly exem- coming and inclusive nature of Canada and, recognize thetravellers already wel- Global “We eagerly welcome says Nina - - as the city’s largest facility, is at the heart of anyinternational bid. restaurants andother smaller event venues, the Shaw Centre, OttawaWhile Tourism works tobringbusiness tohotels, International) and CSAE (Canadian Society of (Canadian Society and CSAE International) sponsorships costs for MPI (Meeting Planners mutually beneficial in other ways. national bid. This strategic partnership is largest facility, is at the heart of any inter- event venues, the Shaw Centre, as the city’s ness to hotels, restaurants other smaller and While Ottawa Tourism works to bring busi 2017 comparedto2015.” Ottawa in increase in large-scale events booking mendous success in recent years; namely, a 220% of Ottawa Tourism. notes Michael Crockatt,CEO Presidentand a city as well,” choose event,they tre for their ventions do notmerely a convention choose cen - con“This is crucial because large international - and Ottawaasadestination,” awareness. they work to increase and enhance market ened position in the destination industry, as contribute significantly to Ottawa’s strength international connections experience and other meeting industry stakeholders. Their team works closely with Shaw Centre and Ottawa Tourism’s Meetings and Conventions our manypartnersincluding OttawaTourism.” easilycan helparrange through delegate activities serve up world-classCanadian wines as well. We Canadian ingredients and we composed ofunique building capacity is Our menus 10,500. are often people areeasily3,000 overallour accommodated; “At ShawCentre,forexample, events as large as and showcase all wehavetooffer,”she adds. groups ever to welcomeinternational pared than Ottawais more pre- birthday, 150th for Canada’s in 2017 world hosting the our experience “With “We collaborate to sell Shaw Centre “In fact,“In we’ve seen tre- saysKressler. “We share - -

from the four corners of the earth toourcity.” earth fourcornersofthe from the says Kressler. Commission on Large Dams (ICOLD) in 2019,” International Liveable and the Council ing Cities Summit in July Mak International 2018 the 2017, Global4-H to hostingdelegates forward to the and are Young World(2016) eagerly looking tre events. found in a list of past and future Shaw Cen- appealing tothe market caneasilybe global Proof that Ottawa is becoming increasingly area ofstrategic focus.” for us and an gress market is an area of growth conenhance itThe international going forward. - program this to andwe are looking with stories efforts. Wetheir havealready had manysuccess entations, and offerprofessional recognition for in making pres fessional bid package, assist them Ambassadors present a pro- Tourism help these Kressler. Ottawa to host a future convention,” bid for inpreparing their well, wesupport them believe in and know extremelyan industry they to serve as local hosts who are passionate about to bringbig events toOttawa. who are championsand interms of helping in science, technology and medical fields of peopleinthe area who are topspecialists grams is its Ambassadors’ Club, composed One of Shaw Centre’s most successful pro- tional business,” ciations segment as well as attract- moreinterna Canadian asso market leader in the to become the Association Executives) as we continue ourquest “As a team, Shaw Centre andOttawa “We site for One were chosen as the DESTINATIONS \OTTAWA “It is exciting to welcomevisitors addsCrockatt. “In their quest quest “In their explains - - -

61 \ MAY 2017

areas. what benefits are likelyto be achieved by similar events in other subject the value of specific event achievements but at the same time imply mented andcreatively delivered case studies that can not only express versation from here on. There is today a need to focus on well-docu - This realization has big implications for how we handle the value con- demic advancements. from innovationandknowledgetransfer to new investment and aca- ply the financial ones, particularly when the latter include everything document awiderrangeofbeneficial identify and outcomes than sim same time,there is a lotmoreflexibility to behadfrombeingable sages we can relatetoterms of ourownconcerns interests. and At the emotional quality, and as emotional creatures, we respond best to mes- On reflection, it’s not hardto see why. All those numbers havelittle the specificexamplesthatreallyseemtodelivergoods. profiling adestination inthe way locals most want it to beseen–it is societal objectives, driving economic and academic progress and even desirable outcomes – everything from advancing organizationaland illustrating what these events actually do interms of deliveringbroadly There’s noquestion the numbers areimportant. But when it comes to demonstrate therealvalueoftheseevents. positive change that seem to best capture people’s imaginations and how a specific gathering brought about professional advancements and with constantly bombarded big figures, it is the individual examples of mental taxrevenues. But in aworldwhere pretty much is everyone gate spending andeconomic impacts to hotel room nights and incre played the numbersgame,using a rangeofmeasurements from dele- This is more of a departure than it may seem. For many years we’ve interesting consensus emerged. Theconclusion: that themost powerfulway In theprocess research, ofindustry ofanintensive review data andstrategic may infact beto simplyprovide good, compelling stories abouthowthese to communicate thereal impact ofmeetings, conventions andexhibitions communications issuestaking place at theJMICconference inParis, an The Power of Stories kinds of events driveoutcomeskinds ofevents that benefiteveryone. Words RodCameron,ExecutiveDirector,JMIC THE VOICE OF JMIC - - an expectationthanoption. ability to measure these kinds offactors more precisely is now moreof resources investment oftimeand that successful the events demand, world where accountability is increasingly required in return for the to measure the extent to which those are actually delivered. But in a outcomes they expect from the events they support, let alone how Many suppliers and organizersaren’t evenclear on what specific there’s alotmoreworktobedone. umented rather than just trotted out as anecdotes. And that’s where be credible,eventaccomplishments must be well researched and doc- But that doesn’t mean there isn’t some discipline required. In order to understanding andpersonalaffinitywiththeelectorate. important elementoftheir own strategies – awayofdemonstrating time, they know onlytoo well the power of storytelling, as it is an ident tax revenues that help take the pressure off of locals. At the same events support their generate non-res- raise profile and policy agendas, Politicians, on the other hand, canbest relate to the ways inwhich really resonate. investment, newjobopportunities economic prospects and overall their own interests – so things medical practices, like improved inward tioned, the former typically most want to relate things in terms of important audiences are communities and elected officials. As men- This is particularly important when we realizethat two of ourmost [email protected] \www.themeetingsindustry.org exchange amongstindustry groups for over 50years. international meetingsindustry associations. Ithasprovided aforumforinformation The Joint Meetings Industry Council (JMIC) represents the combined interests of 15 THE VOICE OF…

63 \ MAY 2017 LISA GARDINER sons hosting an event in New Zealand is often found to be easier than other sons other than hosting an event in New Zealand is often found tobe easier Zealand is also a big draw for association planners. But the aspect collaborative of the business events industryinNew welcome whenvisitingNewZealand. tral travellers andinspires way that to Maorisociety are made to feel the looselycen- is translates'hospitality'that and to word Māori a is This tanga. style of hospitality, which is referred to as Manaaki inclusive and unique The ease of doingbusiness here is additionally supported by New Zealanders exceed expectations. that for helping organisers create delegate experiences to ourreputationwalkable cities forbeing welcoming hosts we are well known literal we keep the hearing. From common theme ease of getting our around if you like. She says : « Lisa immediately emphasizes the ease of doing business, the kiwi way When asked about New Zealand’s USPsas a convention destination, business eventsinNewZealand. these areas to have the maximum impact in growing the awareness of marketing areparticular assets, in linewith the increased emphasis of Microsoft. and such Skype Her skillset as BP, partner in digital and the sector, butboth domestically and internationallyforglobalbrands ing perspective to the MICE industry having not previously workedin When Lisa joinedTNZ,she Gardiner brought with her a fresh market- The Power of Collaboration global Zealand LisaexplainsthepositioningofNew events, asaconvention community isvital to embrace international opportunitiesfor hosting large, Events andPremium Manager. Recognising that astrong local association 2015 after 9years in London, LisaGardiner isTNZ’s International Business The ease of hosting a conference in New Zealand is a A kiwiwhoreturned homeandjoinedTourism Zealand New (TNZ)in » destination workwithassociations. andhowthey Lisa Gardiner « One of the rea One ofthe THE VOICE OF… Words RémiDévé - - to these markets. to these attractive associations to international and anevent here delivers access them and access different New Zealand’s geographical technologies. location is attractive way to access a new membership base, gain broader cultural insights markets looking to expand in to these emerging markets. associations previously focused on the traditional USA or European the Asia Pacific Today, association market is on the rise with many this. extra achieve will gothe mile to help them and partners that themes these « they stay on top of the latest developments in meeting technology. up with meeting members expectations, andto do so they must ensure mation andinteraction opportunities. Associations also needto keep and active, while providing them with personalised experiences, infor- encouraging all members,but particularly Millennials to be engaged of the followingtrends:Interms of membership,the focus is on Through her work with associations she has observed the emergence we differentiate ourselves. andhow work side by side to providememorable is pretty unique experiences laboratively experts and academics field government, The fact that together. events industry works closelydestinations way the is because of the and col Associations todeliver them on for destinations are looking work with that » Lisasays. » Lisasays. » Lisasays. THE VOICE OF… « This is an -

65 \ MAY 2017 ELLIOTT FERGUSON people like to work with who they like. Many of our customers are our the to step remember personal touch. back and At the end of the day, With my background being in convention sales, I think it’s important enhance meetingsinthosemarketsegments. compelling reasons why the DC metro ecosystem can help support and ogy, Biotech/Pharma, Medical and Education. The research provides conventions that market segments:Technol- and fall intofourprimary We havealsoconducted extensive research to helpsupport meetings helps championbusinessforDC. process is shepherded byanAmbassador, aleaderintheir industry that leading U.S.destinations for the international association market. The for us and we’vedevelopedinitiatives to make sure we’re one of the International association business is a biggrowing market segment years? Has theway you work withassociations changed over the interesting –andalways friendly–encounters. Nowit’s timeto askhimwhat Helping Associations Grow Association HubsPartnershipAssociation (GAHP).It was followed byquite someother We met Elliott Ferguson, CEOofDestination years DC,afew ago whenhe came to Brusselsintheearly 2010sto discussthepossiblecollaboration between theBelgiancapital andDCplanted theseedsofGlobal his ideas andopinionsare ontheglobal associations industry. Their Bottom Line Elliott Ferguson THE VOICE OF… Interview RémiDévé ing with Amtrak andthe registration organization to provide one-day One of the ways we’ve taking a non-traditional approach is by work- their programmingtoincludevisits toCapitolHill. here allows associations to take advantage of lobby days and enhance factor which makes Washington, DC a great location. Meetings held Access to lobbyistsfortheir specific cause continues to beadominant live online. while program content are becomingastandard is being redesigned to having a major impact on associations meetings; free Wi-Fi and apps Meetings are evolving into a more interactive format with technology community? What doyou thinkare thelatest trends intheassociation time vsthedailyemailsisextremelyvaluable. friends andwe have personalrelationships with them so ensuring face THE VOICE OF…

67 \ MAY 2017 68 \ BOARDROOM MAGAZINE a packagethatmeetsandexceedsthe requirementsofthecustomer. centre and hotels to special evening event space. We can coordinate all theand entities they’ll workwith in the city, from the convention As the destination experts, we’rethe liaison betweenthe association can supportthem? How important isitto educate associations abouthow CVBs ship base, exhibitors and delegates over other competitive destinations. looking atthe bottom lineby assets in ourareato grow their sponsor- We wantto create wherean environment associations can growtheir Washington, DCisahugebenefittotech-focusedmeetings. ple, the access tech and to thepolicy leadersin federalgovernment financial success and delegate experience in our destination. For exam- highlight our assets in the market that would drive that organization’s It’s more ofacollaboration. Depending onthe market segment,we comes to associations? What doyou thinkistherole asaconvention bureau whenit as adestination. department to discuss ways to effectively promote Washington, DC furthered the relationships by connecting them with our marketing has the beyond also convention sales evolved department. We have or partofaday.Communication a conference with for aday them from those alongthe Northeast able toattend corridor who are only to enjoy DCasadestination. responsibility tothem andtheir visitors nomatter how they choose touch isincreasingly valuable. Customers needtoknow we have a The way we communicate continues tochange andthe personal impact. helps creates atincreasing jobs sowe’realwayslooking our economic that we’re an economic development organization for the city that Convention bureaus have started to put a stronger focus on the fact DC asadestination. bility to them and their visitors no matter how they choose to enjoy is increasingly valuable. Customers need to know we have a responsi The waywecommunicate continues the to change personal touch and the localsightsandsoundsofcity. help the association enhance the attendees’ experience by layeringin vention’s delegates has become increasingly important. We want to CVBs to support them. Assistance in marketing a destination to a con- so havethe needs for As meetingsconventions haveevolved, and the last decade? How hasthework doneby convention bureaus evolved in them besuccessful. to thought leaders and like-minded organizations in DC that will help importance is showing the customer the local benefits, and their access in DC,fromrestaurants hotels and to unique spaces. Of increasing closely with so weworkvery local partners to promoteallourassets It’s important forthe prospect picture to have anoverall of the city, - TNZ2096 Boardroom Magazine210x250_01.indd1 A conference in NewZealand willgo beyond your expectations. neverPlan theconference forget they’ll today. researchers, spectacularlandscapes, world-class facilitiesandan unmatched array reach. ofactivities allwithineasy New Zealandwilltake your next event from ordinary to extraordinary. Withindustry-leading experts andworld-renowned Queenstown Visit businessevents.newzealand.com Visit THE MEANING OFBEING GLOBAL 11/04/17 5:29pm

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