< Previousto scope out and ask detailed ques- tions in the pre-planning and registra- tion process around how to create an inclusive experience for event attend- ees,” she says. “Supplier diversity has also become an important objective of many organizations, given the need to support local economies by using diverse and local suppliers. It can also give planners the opportunity to create more interesting and engaging events; using locally sourced goods and services can sometimes resonate more with attendees than typical cor- porate products.” Additionally, she says, “With more education around the full breadth and definition of DEI, accessibility has been an emerging topic. Planners can utilize detailed checklists to evaluate what accessibility measures are in place for their attendees, in both in-person and virtual events.” To that end, Reed says, AMEX GBT has created an Inclusive Meetings Checklist of tips and advice for plan- ners. “It features seven key areas to con- sider in the pre-planning phase. These include understanding and aligning with clients’ DEI goals, learning about attendees’ ‘dimensions of diversity,’ creating inclusive communications strategies, agenda development, food & beverage choices and more.” IT WILL TAKE EFFORT But DEI isn’t just relevant for meet- ings and events. The meetings industry has multiple opportunities and areas where DEI can and should come into play, including among industry leadership, at CVBs, in professional organizations and among planners themselves. “In our industry, to make significant impact within DEI, it requires a combined effort across the value chain, including travel management companies (TMCs), des- tination management companies, CVBs, hoteliers and venue providers and client organizations,” Reed says. “Leadership requires a strong environmental, social and governance (ESG) program and commitments as a foundation, such as AMEX GBT and the commitments shown in our ESG reports each year. For suppliers, it means incorporating DEI into offerings/experiences and provid- ing visibility to diverse suppliers in meet- ing destinations, and for TMCs to bring it together for client organizations.” One step many organizations within the meetings industry have taken is providing implicit-bias training for staff and members to highlight how biases we may not even know we have can play out in our interactions with others and the choices we make, such as when we interact with people in or from international destinations and cul- tures different than our own. The Society of American Travel Writ- ers offered all of its more than 1,000 members a free two-part implicit bias training session. AMEX GBT also launched implicit bias training for all of its employees and in mul- tiple languages. “This is essential in understanding internal biases that might affect the planning process or the ability to create inclusive experiences,” Reed says. “Also, through our member- ship of Diversity Inc., we provide col- leagues with a platform that provides multiple support and learning oppor- tunities. This encourages colleagues at all levels of the organization to develop the most relevant skills for their regions, geography and roles.” Challenges remain, however. Reed says one main challenge is visibility, such as “visibility of diverse supplier informa- tion and supplier capabilities to encour- age increased sourcing efforts in this space. AMEX GBT is helping make this process easier through our internal ven- dor assessments, which we’ve extended to our meeting and events organization,” Reed says. “Last year, we worked with Cvent to create a new template of DEI and sustainability sourcing questions for travel and meetings buyers to use in the RFP process. The questions aim to stan- dardize and increase the availability of ESG data to support sourcing strategies and make the process more efficient and effective for both buyers and suppliers. The template includes questions around diversity certification and programs.” DEI may be trending now, but it’s more than a fleeting trend. Its importance to the meetings industry is serious and impactful. “DEI is important for building a better future in all sectors,” Reed says. “In the meetings industry, DEI is important both for the welfare of those working in it and because it fuels better attendee experiences. For example, including diverse speakers makes for more robust and relatable content, while ensuring accessibility and making all attendees feel included creates a sense of belonging. Together themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2022 Diversity experts say the meetings and events industry, where the ultimate goal is to bring people together, can be a role model for other industries looking to increase their DEI efforts. Marla Schrager, CAE Vice President, Chicago Kellen Associations are looking to incorporate DEI in every aspect of their meetings by bringing in diverse voices from across the world. DEPOSITPHOTOS.COM 30these factors create more engaging events with successful outcomes.” Essentially, Reed notes, “Meetings are about bringing people together, so DEI is intrinsically part of the travel and meetings experience. As an organi- zation, we’re committed to an inclusive and equitable culture. Recently, we’ve expanded our internal ecosystem of inclusive employee resource groups, which include groups for Black, Asian, Hispanic and LGBTQ colleagues, and colleagues with disabilities. We have set a goal of 10% diverse suppliers across the strategic sourcing portfolio by 2030. AMEX GBT was honored with the Achievement in Diversity Equity & Inclusion Award at the 2021 Business Travel Awards.” BRINGING PEOPLE TOGETHER Christopher Vest, CAE, vice presi- dent, corporate communications for ASAE, sees meetings and associations much like Reed does. “Associations and the meetings industry in general are about bringing people together in a common purpose. We’re about advancing the industries and profes- sions we represent. We act as facilita- tors between governments and private- sector industries and businesses,” he says. “We’re about collaboration and community, and lifting up others on their professional journey. Advancing our own commitment to DEI is not only a business imperative, based on the changing nature of our world, it’s part of our mission as associations.” If some segments of an association’s membership or future membership feel marginalized or left out of organi- zations, he adds, we’re doing a disser- vice to ourselves and them. “This is the fundamental purpose of associations, to allow different voices to be heard, to accept that there are many ways of resolving a problem and, ultimately, to make our industries, our professions and our society stronger.” To be sure, DEI takes time and com- mitment, but Vest says ASAE has a long history of commitment already. “ASAE has a 30-plus-year history of advancing DEI in the association community, and we recognize that there is more that we can do to support organizations on their DEI journey. That’s why ASAE is cur- rently developing a new strategy called Conscious Inclusion that’s designed to help organizations think about DEI efforts on a continuum that can prog- ress to the point where DEI is embed- ded in the culture of how an organiza- tion thinks and conducts its activities.” Through ASAE’s Conscious Inclu- sion viewpoint, Vest says, and sup- ported by a multitude of products and resources in development, ASAE will be able to direct organizations to resources that match their stage of DEI evolution. ASAE also announced earlier this year that it is furthering its commitment to creating leadership pathways for diverse association professionals by launch- ing the ReadyMe Program. “ReadyMe provides a combination of virtual and in-person training components that will build resilient and adaptable lead- ers, by unlocking essential traits and the career-management acumen critical for advancement and success in association management,” Vest says. The online portion of ReadyMe can be completed in as little as seven weeks. “Upon completion of all seven mod- ules,” Vest continues, “participants will be eligible for a one-day Extraordinary Leaders Bootcamp, which will enable participants to conduct a deep dive into key areas of their development. The boot camp will be convened in person and will be beta-tested with the first 50 graduates of the ReadyMe online curriculum.” After completing all com- ponents — the online modules, attending the boot camp and creating a “My Story” video — participants will receive a certificate of completion and be included in a tal- ent pool for ASAE member association CEOs to access when seeking senior-level leadership candidates. “ASAE will also launch a ReadyMe web page to showcase program participants and include ReadyMe graduates in the Association CareerHQ candidate data- base, which is accessible to all employ- ers. ReadyMe program participants,” Vest adds, “will also earn CAE continu- ing education credits.” There are many sectors of business and society that can benefit from DEI awareness and training, but the meet- ings industry is uniquely positioned to have impact far beyond its own “boundaries.” Moore thinks the meet- ings industry could be the catalyst for changes across every industry. “DEI is a throughline across all busi- ness sectors,” she says. “People treat it as an ancillary objective, but it’s a com- petitive and innovative advantage that can fix social inequities. If leaders fully comprehend the impact of being stra- tegically committed to DEI as thought leaders, we can be the roadmap and industry that holds others accountable to measurable and sustainable out- comes.” | AC&F | JULY 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Ariana Reed Global Strategic Partnerships Meetings & Events AMEX Global Business Travel Meetings are about bringing people together, so DEI is intrinsically part of the travel and meetings experience. Marla Schrager, right, says associations can boost DEI initiatives by putting more diverse speakers on panels and finding more diverse keynote speakers for meetings and events. COURTESY OF MARLA SCHRAGER 31themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2022 T oday’s meetings and events are barely recognizable to their former selves. While banquet- style soirees with featured speakers and networking social hours are a traditional approach that is well- received, more of today’s events are teeming with technological advance- ments and interactive opportunities that are simply awe-inspiring. According to Lee Gimpel, founder of Better Meetings, today’s event design seems to be really rooted in logistics, which certainly makes a lot of sense. How many rooms do you need? How many chairs? “I think — or hope — that event design is evolving to become more human-centered,” Gimpel says. So, for example, an event designer should now be placing more emphasis on the interaction happening around the tables as opposed to what’s being served on top of them. “Event designers today may be firmly rooted in the physical facilities — we’ll surely continue to hold meetings in hotels and convention centers — but it will be pretty hard to ignore an assumed online or hybrid component going for- ward,” Gimpel says. “It’s probably not going to be enough to have an event with a single big screen in the largest plenary room to stream a single remote keynote speaker. Instead, the idea of online and hybrid participation will be more perva- sive, and events and facilities will need to adapt to that with their technology, processes, services and staffing.” As the owner/director/meeting planner at Vibe, an event design and destination management company, Val- erie Bihet says the digital transforma- tion that the pandemic forced the events industry to undergo has dramatically changed event design. “We were going from in-person to totally digital. We had to look at events from a totally new per- spective and redesign everything,” Bihet says. “Also, we now need to think about Instagrammable moments. Social media has had a huge impact on how people are engaging at events and so we need to cater to that in the design.” Heather Odendaal, co-founder, CEO and event planner at WNORTH and Bluebird Strategy, says everyone is reimagining what a gathering looks like post-COVID as people desire to build new connections now, more than ever. Odendaal is seeing a shift in programming FORWARD FOCUS Event Design Has Evolved Over the Years BY MAURA KELLER Event design has evolved from staid, lecture-style presentations as attendees’ expectations have moved to seeking to engage in memorable experiences. ANASTASIA CREATIVE INDUSTRYINSIGHT 32to reflect that — a focus on networking, hands-on workshops and mastermind circles. “There’s still a space for keynotes and learning opportunities at a post- COVID event, but much of the content can also now be delivered in advance as training and professional development aspects are going to take place in a hybrid or virtual setting, whereas in-person will have a stronger emphasis on facilitating a human connection,” Odendaal says. As an example, as Odendaal worked on redesigning the seventh-annual WNORTH Conference held earlier this year, she increased focus on workshops, outdoor activity, small-circle conversa- tions and networking events. “Over the last 10 years, I have also seen a rise in des- tination events that manage to combine what some would call ‘personal perks,’ where events are taking place in highly desirable locations such as Whistler, B.C., Cabo San Lucas or Palm Springs,” Odendaal says. “This rise of destination conferences also has the competitive benefit of enticing people to participate — whether as an attendee or as a speaker.” THE HUMAN FACTOR In the two decades that Victoria Reid, CMP, CMM, RYT, event planning expert and founder of EventWell Collec- tive, has been in the industry, she’s seen a huge shift in how the industry plans and conducts meetings. To satisfy the partic- ipants’ wants and needs, a meeting pro- fessional has to look beyond the check- list to create memorable experiences. “The magic happens when attendees are immersed in experiences with returns of boosted engagement and happier attendees,” Reid says. “Generally, when people share a positive experience, they leave feeling seen, heard and happy.” Another shift that is paramount on everyone’s mind is how meetings are designed to ensure attendee safety. This plays into their personal well-being. This pandemic-induced state has shown planners that if you want full engage- ment, attendees need to feel safe, secure and know that their personal well-being is taken care of. Additionally, Reid has seen the need to consider the entire human experience when designing meetings. Having a strong background and knowledge of well-being, Reid has witnessed firsthand the demoralization of an individual who could not fit onto a director’s chair on stage. “On the flip side, I have witnessed the equitable feeling a person experienced when served a meal that did not include beef and offered a space for prayer. We have had to adjust every aspect of event design both in- person and in online arenas,” Reid says. Venue selection as it results in what people need also has changed. Now, planners look at alternative spaces and configurations to design meetings to accommodate social distancing. Partici- pants want to know that the host is tak- ing all precautions to protect them from COVID. “They want to know that on- site COVID safety protocols are in place. How we deliver content has challenged us to plan separate experiences for both the in-person and online attendee,” Reid says. “You’ve heard that communication is key, and it is now so more important than ever. People want to know what to expect and have reassurance that no matter what format they attend, you have their well-being as a top priority.” The overall experience and partici- pant’s well-being should be included with event goals during the design pro- cess. “We need to do the right things, for the right reasons, at the right time,” Reid says. She adds that one of the larg- est challenges planners face is designing events that are inclusive for everyone. As such, she chooses to look at this as a huge opportunity to cultivate events that nur- ture and nourish the individual’s expe- rience. “What’s been done in the past doesn’t serve us anymore,” Reid says. “I’m suggesting that we incorporate ele- ments into a meeting that go beyond adding a yoga session or a fun run. When we embrace the social, physical, men- tal and the environmental aspects and implement them into the design, we truly deliver a 360-degree experience.” What has worked for Reid has been to ask the question “What if …?” continu- ously. What if someone has a different learning style, a dietary need or prefer- ence, is an introvert or extrovert? What if they are color vision deficient? What if we design an event that is sustainable and has a lesser carbon footprint? What if they question COVID safety protocols and are afraid to attend an in-person event? What if the information is deliv- ered in shorter segments followed by time for participants to assimilate what was delivered? What if the space is set- up to allow attendees to choose where and how they want to sit or stand? “By asking the right questions, we can begin to blueprint an event that will allow the attendee to feel seen, heard, nourished and leave happy,” Reid says. At EventWell Collective, Reid and her team believe they must design an event experience that takes into con- sideration the participants’ well-being, accomplishes the stakeholders’ goals, and yields the best value. This extends to all participants; attendees, suppliers, stakeholders and presenters. “I would be remiss if I did not mention that it must be the best experience for the organizer, too,” Reid says. “As planners, we live in an ever-changing world of unpredictabil- ity and need to take care of ourselves first, so that we can continue to serve others.” TECHNOLOGY’S ROLE The evolution of technology within the meeting event space also has impacted event design. As Bihet explains, virtual and hybrid events have forced 33 JULY 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Valerie Bihet, right, owner/meeting planner at Vibe, says the explosion of online and virtual events has forced meeting planners to take on more roles as well as to think like TV producers. COURTESY OF VIBE AGENCYmeeting planners to think more like a TV producer. “When you pass a certain level in the tech you are using, you then need more. The ones who are really making waves and impact in the industry are continuing to innovate and go bigger the next time,” Bihet says. For instance, 3D imagery and interactivity is impacting the meetings and event environment. “You push yourself bigger and big- ger when you start to incorporate more technology into events. Artificial intelligence (AI) is an example of how we have progressed from robots on a show floor, to bots, to now virtual real- ity and experiences,” Bihet says. Once you adopt a new technology there is no going back — which is a good thing because it’s really driving more innova- tion in a great way for events.” The events industry has transformed in a great way. “We had been talking about digital, but hadn’t truly adopted it until the pandemic, and now everyone is really benefiting more,” Bihet says. “Our clients are having more ability to reach more people and have more impact- ful events and the attendees are hav- ing a better experience too.” Odendaal would argue that, fundamentally, the pandemic was the best thing that has hap- pened for event technology. Between 2010 and 2016, there were only a few new players in the space of event tech- nology. But the needs high- lighted or created by the pan- demic sped up the advancement and opened a window for new and emerging companies to fill in the gaps. For example, by the time the pan- demic hit, Bizzabo, an event tech firm, was already a well-established company in live events, and they had been work- ing on their virtual platform for several years, which, coincidentally, launched in April 2020. Then, there is Hopin, which was founded in 2019, and within two years, grew exponentially, raised more than $1 billion, and went from having a few employees to close to 800. “At IMEX 2021, [event tech expert] Corbin Ball was quoted as saying: “We have gone through the most explosive period of innovation that I have ever seen in the 24 years I have been watching event technology full time,’” Odendaal says. “Event plan- ners have more tools and resources for virtual, in-person and hybrid event design production at their fingertips than ever before.” One of the key benefits is using the advancement of technology, such as aug- mented reality (AR) or AI, to enhance the user experience both virtually and on- site. At the IMEX conference, Odendaal met with a startup called Wordly that is an AI-based interpretation service that attendees can access through an app on their iPhone. Even as a non-English speaker, you can go to a trade show or a conference and translate everything con- veniently through your phone. “Technol- ogy like this enables event producers to attract a wider audience to their events and become a more inclusive space for attendees who may not speak the same language,” Odendaal says. “The use of AI in itself is breaking down barriers of exclusion that existed before.” Melissa Park, global event producer at Melissa Park Events, says historically, events have been viewed as “one-and- done” marketing activities and little thought put into the long-term effect post-event. “Nowadays, companies understand that when planned prop- erly, one single event can have a huge impact on the bottom line,” Park says. Because of this, those who like to work smarter rather than harder are taking the time to clarify their event’s mission and define their goals and KPIs at the beginning of the planning process so their event can be designed with this in mind. As such, post-event, digital- communication plans, including online surveys and emails dripping relevant content and messaging, keep the con- versation going long after their event is bumped out.” RESULTING CHALLENGES The evolution of event design has resulted in a variety of challenges. According to Odendaal, the first chal- lenge is the rising cost of doing business in the event space, and the increased cost that comes with constantly trying to up the ante on previous events. In addition, the global supply-chain issues are affecting this industry, as organiz- ers rely on shipments of many different products to design the event. The sup- ply-chain not only adds to the cost, but adds to the time which you need for exe- cution. “Another significant challenge is lack of sponsorship dollars,” Odendaal says. “Many organizations still have their budgets on hold and are not ready to go back to in-person events. Many events rely heavily on sponsorship dol- lars to make the financials work for in- person events. Unless these sponsorship themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2022 Online and virtual technology has exploded since the COVID-19 pandemic, giving event and meeting planners the potential ability to reach thousands of more people than before. Victoria Reid, CMP, CMM, RYT Event Planning Expert and Founder of EventWell Collective The magic happens when attendees are immersed in experiences with returns of boosted engagement and happier attendees. COURTESY OF MELISSA PARK 34budgets return, many conferences may not re-emerge post-pandemic.” In addition, a fundamental shift is taking place in the way people choose to digest information. Bizzabo recently shared a statistic showing that three quarters of people attending virtual events are there to learn and only a quarter are there to network. On the other side, as Odendaal points out, those who attend in-person events are primar- ily there to network and connect with people face to face, and there is less of a focus on learning and digesting content. “This means that those who are looking for learning and development opportunities may be more inclined to tune into that virtually,” Odendaal says. “I believe that events should be designed around a refocus on connection and networking as, I believe, no one has suc- cessfully unlocked the door to replicat- ing in-person networking virtually.” This can have implications for con- ferences and events, as it could lead to lower attendance of seminars and key- notes, but then again, increased partici- pation for evening events, dinners and networking events. “If you’re a planner that likes to create trends rather than follow them, keeping abreast of all of the latest technological advances and how they can be translated to events is a challenge,” Park says. “The way I’ve been able to combat this is by leaning on each of my vendors who are experts in their space.” LOOKING AHEAD Park says virtual and hybrid events have enabled organizations to reach much broader audiences than ever before. Rather than be limited in reach by the number of people who can afford to travel to and attend the event, meeting planners can offer a lower-priced ticket to get those who want to see what’s hap- pening from the comfort of their home. “Additionally, it’s opened the new door to a wider range of ways for the event to be incorporated into a compre- hensive marketing campaign,” Park says. For instance, instead of transition- ing to a single or multi-day virtual event, and it being one and done, planners can create a platform or portal that keeps the conversation going by releasing year- round online education that culminates into an in-person or hybrid event. “Addi- tionally, now the event can be seamlessly factored into the overall digital experi- ence the marketing team is already cre- ating with webinars, podcasts, master classes and more,” Park says. Industry experts agree that for the foreseeable future, hybrid events are here to stay. Because of this, meeting planners should be more strategic than ever when designing programs and selecting venues for upcoming events. “While the full offering should be provided in-person, organizations may consider in-person attendance to be considered a VIP experience limited to a smaller audience than they attracted pre-pandemic. This is a creative way to manage expectations and event spend while we phase back to live in-person events in their full glory,” Park says. “And remember, ‘sold out’ is always a good marketing problem to have.” From a technology perspective, Bihet says we have to see if the technol- ogy will evolve quickly enough from one year to another to always be able to bring new items and solutions to industry clients. “Since we have started this trans- formation to more digital experiences, there is no going back,” Bihet says. “Peo- ple like nostalgia, sure, but we need to be able to continually innovate, and brands need to be looking forward to the next way to engage their audiences. All of this will affect the way we are designing those experiences and technology will continue to be a factor. As it evolves, we will need to find ways to incorporate it into the events we are creating.” Shifting the focus to smaller, curated gatherings is one of the most fundamental shifts in the future of events. As Odendaal explains, it’s likely that event organizers who will follow the smaller-scale structure will gain a competitive advantage and have a greater potential to bring like-minded individuals together — whether it’s a boutique-style networking event, or what’s traditionally perceived as large-scale events, such as trade shows or conferences. “Before the pandemic, I went to a smaller, 100-person networking event, and a few weeks later, I attended a 7,000-person conference. Interestingly, I left the 100-person networking event having exchanged and received more business cards than at the large-scale conference,” Odendaal says. “This only proves further that people are getting more intentional and careful with whom they share a space. The events industry is inevitably shift- ing from large-scale events to small, curated experiences. Large-event producers need to come up with ways to create smaller gatherings at their convention that bring together like- minded people.” Long-term, Reid thinks planners need to hone their forecasting skills. “I’m not suggesting we spend hours projecting the future. What I am sug- gesting is that if we are interested in trends that may occur 10 years from now, we should begin to study the inter- ests and drivers of Generation Z,” Reid says. “They will influence event design. You want to know what the design of the future event would look like? Plan an event for a culturally diverse person who loves spending time with their family, who wants to make a difference in the world, and who is a foodie. We can no longer sit and wait for projects to drop into our laps, check off items on a list and consider it a good day. We have the opportunity to be on the forefront and help shape the future.” | AC&F | JULY 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES While some standards remain, such as speaker panels, networking social hours and keynotes, many other aspects of event design have faded into obscurity. Even F&B has changed, as attendees now want more than just a meal. ANASTASIA CREATIVE 35themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2022 W hile convention cen- ters were deprived of their usual influx of groups since the onset of the pandemic, many approached the downtime very productively. Initiatives included service such as COVID-19 testing and vaccination sites, acquir- ing COVID safety certifications and, in some cases, continuing with expansion and renovation projects — an encour- aging sign for the future of the conven- tions industry. More function space and cos- metic upgrades, such as a new exte- rior, are critical to accommodating larger groups and creating a favorable attendee impression, respectively. But Emile K. Davis, CEM, director, exhibits & sponsorships for SHRM, says the Las Vegas Convention Center’s expansion offered everything they needed for their recent event. FRESH PAINT New & Renovated Convention Centers Attract Attendees BY PATRICK SIMMS INDUSTRYINSIGHT 36a convention center project can have a much more profound effect on the growth and success of an associa- tion’s meeting. A case in point is the $200 million modernization of Mem- phis’s convention center, and how it is taking a longtime client’s event to the next level. RENASANT CONVENTION CENTER Opened as the Memphis Cook Con- vention Center in 1974, the Renasant Convention Center completed a major upgrade at the end of 2020 and earned GBAC STAR certification that year as well. While the industry was still in the throes of the pandemic, Memphis had an eye on the potential to draw more convention business when meet- ings rebounded. A primary goal of the transformation was to provide more flexible meeting, exhibit and pre-func- tion spaces. For example, the 118,000- sf, column-free exhibit hall can be subdivided into three separate spaces. Forty-six meeting and breakout rooms are complemented by foyer space with natural light and plenty of informal seating in the new facility. The Southern Cotton Ginners Association’s (SCGA) Annual Meeting has been held in Memphis for a remarkable 70 years, and the group enjoyed the convention center’s best incarnation earlier this year. “Memphis is a great town that has learned through the years how to adapt and be resilient — but always welcoming,” says Timothy L. Price, executive vice-president of the SCGA. The Renasant Convention Center welcomed thousands of in-person SCGA attendees, representing a large percentage of the usual attendance figure. However, the event was not entirely business as usual; it was an enhanced experience facilitated by the new meeting rooms. “We [had] a lot more first-class meeting spaces, so what [we did] is increase the number of semi- nars and meetings that we [synched] in with some of the exhibitors, occurring in the main lobby, which [we dubbed] Meeting Central,” Price says. “We’re finding out that [exhibiting] companies want to have meetings and smaller sem- inars. So, if you want to have an event that enhances what you’re doing with your booth outside of that area, please do it.” Thus, Meeting Central effectively “enhanced the marketing and reach for exhibitors,” he adds. When combined with a new virtual component developed during the pandemic, the annual meeting delivered more value to participants, both digitally and physically. “We now have a facility that allows us far more interaction between companies and their customers, and between issues and solutions, than we had before,” Price says. “Before, we were very limited in what we could offer [in terms of seminars].” This next-level version of the SCGA’s convention might be seen as a reward for the association’s loyalty to Memphis and the convention center throughout the renovation and the pan- demic. “It [was] two to three years that we … dealt with a partially renovated convention center space,” Price says. “Having said that, [we entered] into a totally new show. The technology is fantastic — it’s as if the facility is brand new.” But, perhaps more important than these elements, “the newly reno- vated convention center is in sync with, and complementary to, the direction shows in general are moving.” LAS VEGAS CONVENTION CENTER Another major convention cen- ter that continued its enhancement work throughout the pandemic is the Las Vegas Convention Center (LVCC), which debuted its $1 billion, 1.4 million-sf West Hall expansion last summer. It soon welcomed Informa Markets’ World of Concrete, the first 37 JULY 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Emile K. Davis, CEM Director, Exhibits & Sponsorships Society for Human Resource Management We loved the extraordinary mega screen at the front of the main lobby of the foyer. That was probably our favorite thing about the building. The Southern Cotton Ginners Association, which has held its annual meeting in Memphis for 71 years, appreciates the upgraded amenities at the Renasant Convention Center.major convention to return to Las Vegas and to the United States post- pandemic. Attendees experienced cutting-edge features of convention center design, such as a 328,000-sf, column-free exhibition space — the largest in North America; an open-air atrium featuring a 10,000-sf digital screen — the largest digital experi- ence in a convention center in the country; and an abundance of natural light. In addition, the West Hall offers a 14,000-sf terrace with panoramic views of the Las Vegas Strip. Early last fall, another major group took advantage of the new West Hall. The Society for Human Resource Management (SHRM), a longtime partner of the LVCC, brought in about 7,000 delegates and about 360 exhibi- tors for its 2021 Annual Conference, complemented by a virtual attendance of around 5,000. “It turned out really well,” says Emile K. Davis, CEM, direc- tor, exhibits & sponsorships for SHRM. “We utilized West Hall 1 and 2 for the expo, West Hall 3 for our sessions, and West Hall 4 for general sessions. I was fortunate to do the hard-hat tour a few years back, so I had an idea what the building was going to look like and we did some site visits prior to [the meet- ing]. But, when everything was up and running, we were very pleased with the layout. West Hall 1 and 4 are easily accessible for our concurrent sessions. And we loved the extraordinary mega screen at the front of the main lobby of the foyer. We were able to upload some SHRM content, and we got a big sponsor to be a part of that as well. That was probably our favorite thing about the building.” An even larger installment of the SHRM Annual Conference is scheduled for the LVCC in 2023. “We’ll be using the West and North Buildings, because prior to the West Hall being built, we usually utilized the Central and the North. We’ll be looking at about 18,000 paid attendees and 700 or so exhibi- tors,” Davis says. WISCONSIN CENTER While Las Vegas’ larger-than-life entertainment scene has made it a perennial draw for conventioneers, many cities that are not entertainment meccas still have a cultural charm that makes them quite marketable to attendees. Sometimes, it is only the convention center’s size that prevents an association group from considering the city. Milwaukee has a blue-collar charm symbolized by attractions such as the Harley-Davidson Museum and Pabst Mansion — built by the founder of Pabst Brewing Co. In a couple of years, many new groups will be able to delve into that culture with the debut of an expanded Wisconsin Center. At the groundbreaking ceremony that took place last fall, Marty Brooks, Wisconsin Center district president and CEO, remarked, “Today’s ground- breaking is the formal celebration of our $420 million expansion that has been years in the making. Doubling the size of the convention center allows us to execute multiple, simultaneous and overlapping events, bringing even more visitors to Milwaukee. Meeting plan- ners can expect flexible space, robust IT infrastructure, and top-of-the-line health and safety features, along with our signature bold, proud, experience- obsessed delivery of service. I couldn’t be more excited for the future.” Set to open in the first quarter of 2024, the expanded Wisconsin Center will offer 445,000 sf of total convention space, including a 300,000-sf contigu- ous exhibit hall; 24 additional meeting rooms for a total of 52, and a rooftop ballroom with a terrace overlooking downtown Milwaukee. In addition, there will be minimum of 400 indoor parking spots and six new loading docks. “Groups have already booked events in the expanded convention center, and we have received a lot of interest from organizers interested in host- ing their events in the new space,” says Leslie Johnson, vice president of sales for VISIT Milwaukee. Among the groups that would benefit from the expanded facility is the American Association of Colleges for Teacher Education (AACTE), which has held smaller meetings at the Milwaukee Marriott Downtown. themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2022 The Austin Convention Center offers five exhibit halls with 247,052 sf of column-free space and seven ballrooms, including one of the largest in Texas at 40,510 sf. 38For the AACTE Annual Meeting, “I love that they put that offer [of meeting at the expanded Wisconsin Center] on the table for us; I think in the past we’ve been a little strapped in terms of space,” says Matthew J. Wales, CAE, CMP, vice president, member services & events for the AACTE. “Education groups tend to be very space heavy in terms of their needs, and this expansion does double the possibilities not just for the city, but for groups that need that extra breakout space to have their annual meeting there. Also, having areas to network and collaborate is very impor- tant to our members, and part of what is included with this expansion is new spaces for networking and impromptu conversations.” Memphis, Las Vegas and Milwau- kee are just a few of the compelling U.S. destinations that have or will upgrade their convention center product. In each case, the project has met with resounding approval from association planners. Following is an overview of similar projects that planners do well to have on their radar. CHARLOTTE CONVENTION CENTER The Charlotte Convention Center’s $126.9 million expansion debuted last fall. Total leasable space increased from 550,000 sf to 600,000 sf, meet- ing spaces increased from 41 to 55, and approximately 50,000 sf of meet- ing room and pre-function space was added. A new over-street pedestrian walkway connects to The Westin Char- lotte hotel, which has 700 rooms and a nearby light-rail station stop. JAVITS CENTER Last year, New York City’s iconic Javits Center introduced the results of its highly publicized $1.5 billion expansion. Among the highlights are more than 200,000 sf of new meet- ing and pre-function space, includ- ing a 54,000-sf special events space; upgraded lighting, heating and cooling, and wireless connectivity systems; and a new four-level truck- marshaling facility that can house 200 tractor-trailers. Most recently, the Javits Center debuted a 200,000- sf rooftop space that includes a glass- enclosed pavilion, outdoor terrace and 1-acre working farm. MAPS 3 OKLAHOMA CITY CONVENTION CENTER A new build, the MAPS 3 Oklahoma City Convention Center, when it opened in 2020, replaced Oklahoma City’s aging convention center. Located east of Scissortail Park, the $288 million building features a 200,730-sf exhibit hall divisible into four spaces, 45,000 sf of meeting space configurable to yield up to 27 breakouts, a 30,000- sf ballroom and a 9,700-sf junior ballroom, each with park views. The convention center’s atriums are sure to make an impact on arriving attendees with a public art experience called Virtual Sky, composed of an array of anod- ized titanium rods suspended on air- craft cable alternating with strands of LED lights. This state-of-the-art convention center is supported by the new 605-room Omni Oklahoma City Hotel next door. MIAMI BEACH CONVENTION CENTER Also completed in 2020, the newly LEED Silver-certified Miami Beach Convention Center expansion has afforded new opportunities for associa- tion groups headed to one of Florida’s most vibrant destinations. Project high- lights include a new 60,000-sf ballroom, 127,000 sf of new meeting spaces, and augmented power and IT connectivity capacities across a 500,000-sf of exhibit JULY 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Matthew J. Wales, CAE, CMP Vice President, Member Services & Events AACTE Education groups tend to be very space heavy ... and this expansion does double the possibilities not just for the city, but for groups ... The Savannah Convention Center’s expansion, set to conclude next year, will include 200,000 sf of new exhibit hall space, a new 40,000-sf ballroom and 32 customizable breakout rooms. 39Next >