< PreviousDoing Things Meetings With a CSR Component Help the Community BY MAURA KELLER INDUSTRY TRENDS // C orporate social responsibility (CSR) is quickly becoming a key component within the meetings and events industry. Thanks in part to a greater focus on issues that affect meetings and events participants — climate change, poverty, health and well- ness and other areas of focus — more meeting attendees are looking for events that speak to and reflect the issues they are passionate about. In addition, companies that have inte- grated CSR into their brands are looking to showcase the work they’re doing in that space and align themselves with meetings and events that reflect their CSR ethos. According to Lisa Jennings, chief experience officer and meeting planner at Wildly Different in Orlando, Florida, team building has always been an important component of meet- ings, allowing attendees to get out of their seats and move to enjoy a fun break from content, but more importantly, giving them an opportunity to get to know each other better. “I’ve been conducting team-building events for 34 years, and in the past five years, I’ve seen a huge shift of companies want- ing the team-building events they book to do more than just be fun — they also want them to benefit others. CSR pro- grams bring the feel-good factor, allow companies to demon- strate that they care, and while they impact all participants, it is especially appealing to their millennial employees, who are more engaged in community service and philanthropic giving than previous generations.” Often, there is not enough time in a meeting agenda to Great 20 August/September 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comtransport attendees to an off-site volunteer experience, so, Jennings and her team bring the CSR program to their meet- ing and event clients wherever they are. “We are full-service and take care of everything related to the event, including reaching out to the type of charity they’d like to benefit, iden- tifying what their needs are, creating a fun program around the charities’ message and needs, purchasing and deliver- ing items to the charity, etc.,” Jennings says. For instance, if someone wants to help local schools, they may conduct a Reading Rocks program where they play games such as having teams guess the name of the famous children’s book by the hint provided, participating in a spelling bee with a unique spin and racing to be the first to find images in books before all other teams to earn books — not points — that are all donated at the end of the program. Tiffany Cohen, CMP, CITP, senior director, client engage- ment at MCW Events, says when CSR initiatives first started showing up on agendas, it may have been as simple as a backpack-stuffing activity for a local school, a competitive “build-a-bike” event or group painting for hospital artwork. “The CSR at the time felt more about checking a box,” Cohen says. “Now, it’s exciting to see companies work back with the local communities to find out what the biggest needs are — and how their group can help make an impact. The meetings industry celebrates bringing people together for meaningful interactions, and it’s great to see that spill into meaningful impact to the community at large.” Hal Powell, regional vice president of sales and market- ing for Benchmark, Pyramid Luxury & Lifestyle, has seen an increased interest in com- munity engagement oppor- tunities and a desire to bet- ter understand sustainability practices by meeting and event planners. Now, as events quickly ramp back up, that trend continues and is becoming even more widespread. Powell is seeing smaller and shorter length events — even one-day meetings — working to weave CSR into their programming, whereas previously it was the three- and four-night programs carving out the time. “Meet- ing planners are approaching the opportunity with more seriousness and intentionality, too, proactively asking us about the communities their group is visiting, what its needs are, and how their event can do the most local good. It’s not just about team building, but about impact,” Powell says. Successful CSR Programs Successful CSR programs link the company’s CSR efforts with the meeting/event theme and any major sponsors’ CSR priorities. For example, as Sara Zellner, principal at Lynz Consulting LLC, points out, CSR initiatives in the financial industry often work to provide better resources and capi- tal to disadvantaged areas or the businesses in these areas. “For a financial industry-related event, it could be held in a disadvantaged area, vendors from the area could provide Courtesy of Lisa Jennings Team-building activities are a quick and easy way to build corporate social responsibility into any meeting or event. TheMeetingMagazines.com | Corporate & Incentive Travel | August/September 2022 21their services for the event, special meeting content could highlight CSR programs of major sponsors that have benefit- ted the area, etc.,” Zellner says. As the CEO of a corporate responsibility consulting firm, Zellner works with her clients to determine how to best incorporate CSR into their organi- zations and through their meetings and events. She identifies their CSR priorities based on their industry, corporate objec- tives and other factors. Then, she explores ways to weave CSR into their meetings and events given these priorities, meeting goals and the budget. One client Zellner worked with was organizing an event around health and wellness in the workplace. “With this theme, we created an event where all of the food served throughout the day was healthy and fresh — items like fried food, refined sugar and red meat were not included in the event menu. Wellness and mindfulness breaks were also interspersed between meeting sessions that consisted of light stretching and meditation,” Zellner says. “Another priority for the client was showcasing local, minority-owned busi- nesses in the healthy food industry, so we had a special snack break where a couple of food vendors came in and provided their products to event participants.” According to Leeatt Rothschild, founder & CEO of Packed with Purpose, there’s no shortage of ways to include CSR into today’s meetings and events, and planning ahead can ensure a company’s CSR initiatives double in value. Some examples Rothschild suggests include: • Invite a speaker that can talk to a particular aspect of your CSR strategy, and build that session into your event • Organize a volunteer opportunity to bring your attendees into the community to help with a food bank, soup kitchen or neighborhood cleanup • Create a hands-on experience by letting attendees build their own gift bags comprised of products from social enterprises, sustainable brands or diverse- and women-owned businesses • Ensure any kind of swag aligns with your company’s values and is sourced accordingly • Think beyond the end. Is there a community resource that could use the materials left over from your event? “For example, our company recently attended a law con- ference expo and we partnered with a local food shelter to receive the remaining snack products from our booth,” Rothschild says. “No matter how you incorporate CSR, make sure you are telling your attendees and audience at large why you are making these choices. Creating events that support this larger purpose — often found in the CSR side of a business — further illustrates your company’s com- mitment to better corporate social responsibility. But they will never know the good your event does at a larger level if you’re not sharing the how and the why. Over communi- cation on real commitments to positive environmental and social change will ensure that everyone knows you take your CSR initiatives to heart.” Powell also advises meeting and event planners to understand the mis- sion of the host. It’s important that the off-site experience aligns with the com- pany’s values and corporate pillars. “It’s also a smart investment of time to try these experiences personally, or have a connection to a trusted insider with direct experience, so you know it’s set up for success,” Powell says. “And be mindful of the activity itself, and if it’s well suited to the group of attendees. Not everyone can or wishes to build houses, for example. Finally, think through the timing of the experience. An initiative that can be accomplished in the time allotted is going to feel much more ful- filling for the group and have a better impact on the community.” Jennings’ key tip in making a CSR program a success is to choose an event based on the charity’s need — not a group’s desire. For instance, taking pictures of attendees surrounded by items they decorated or assembled for charity may look impactful, but often that impact can be a negative for charities as they may not want those items or be unable to store that many of them. So, ask what the charity’s capacity is and what they desire most. “Often that could be money. It doesn’t mean you simply have to hand over a check — you want your attendees to connect with the give via the event,” Jennings says. “So, it’s up to you to build a program that allows for that.” For instance, in Wildly Different’s Unlock The Donation program, for the charity they are helping, teams race to use information to solve clues that will eventually unlock a chest at the front of the room Courtesy of Leeatt Rothschild Leeatt Rothschild, founder & CEO of Packed with Purpose, suggests organizing a volunteer event, above, or having attendees build gift bags. 22 August/September 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comcontaining a charitable donation. “The education and involvement built around the program makes an impression on the group, and the charity gets the money they sorely need,” Jennings says. The most popular CSR programs Wildly Different offers are those that benefit kids in need. Everyone loves to put a smile on the face of a child, and the pictures the charity can send after- ward, demonstrating the results of the program, really tug at the heartstrings. “Programs like Red Wagon Brigade, where teams assemble and decorate red wagons and play games to win toys to fill the wagon; Kids Snack Packs, where teams compete in activities that are food-focused so they can earn items to assemble into after-school snack packs for kids who go hungry outside of school hours; and Play For Keeps, in which teams use much-needed sporting equipment to compete in relays that are donated after the event, are top picks at the moment,” Jennings says. Another popular CSR “ask” is for programs that can be done with little to no space and that can be done outdoors. Charitable hunts are ideal for this. Teams can spread out around a resort to do the event in small teams. “Our technol- ogy allows them to explore an area as they open up charita- ble-themed tasks, such as answering questions about chari- table giving, solving clues that reveal facts about the charity, allowing them to visit stations where they collect items for the charity, etc. — all in the great outdoors,” Jennings says. Cohen adds that it’s important to understand the level of sweat equity your attendees are willing and able to contrib- ute. “Not everyone will be interested in spending half a day of their Club program getting sweaty and dirty — and that’s OK. It’s important to provide multiple outlets for giving,” Cohen says. “Maybe there are donations that attendees can bring with them — school supplies, old electronics or even cash are all easy for attendees to do.” Then, you can also provide the opportunity to engage those who are willing to give more of their time — in areas such as construction, painting or plant- ing. Making this investment optional also shows that the organization respects the time of their attendees. “However, you’ll be surprised at how many people do opt to participate — giving back is cool,” Cohen says. The Future of CSR It’s no secret that the pandemic really affected both sides involved in CSR events. Many participants saw what it was like to be in need during the past few years, and they now doubly understand the importance of helping others. “On the flip side, charities were hard-hit during the pan- demic, and their need has never been greater,” Jennings says. For these reasons, she sees CSR programs’ popular- ity continuing to rise. “As for how it will evolve, my hope is that it evolves to help the charities get what they truly want versus just being a ‘wow’ picture-taking opportunity for attendees,” Jennings says. “Planners are constantly ask- ing us for ‘what is new,’ but the needs of charities remain the same — money, food, consumables. As team-building experts, we have to find ways to make the programs that will deliver these items interesting versus making the items donated more interesting.” Rothschild stresses that when you want the value of an event to be as high as possible, aligning all the event-planning tasks to a CSR framework can only help. “When you build the event brand to uphold the high standards of the corpo- rate social responsibility initiatives, you’re also building the brand of the company, creating a cohesive experience and exceeding expectations of what a great event can be. It also helps to draw clearer, more consistent lines of communica- tion and impact to those whom the CSR initiatives assist,” Rothschild says. “Yes, it may be extra planning and work, but it will always provide an outsized benefit to those your pro- gram seeks to help.” Powell also thinks CSR programming is here to stay. As such, he anticipates meetings will be built around CSR, rather than building a CSR initiative into a meeting. It will become the foundation around which businesses gather. “I anticipate companies, hotels and resorts will also start taking a more holistic approach to programming decisions, weaving a common CSR mission into all aspects of their work, rather than just a one-time event,” Powell says. “This is going to lead to greater impact by the meetings and events industry, because each gathering will be pushing a larger vision and mission forward.” C&IT Courtesy of Lisa Jennings Lisa Jennings, chief experience officer and meeting plan- ner at Wildly Different, says one of the best ways to get attendees to join CSR activities is to make sure it’s fun. TheMeetingMagazines.com | Corporate & Incentive Travel | August/September 2022 23Courtesy of IMEX Group Smart Monday , powered by MPI 10/10, 9 a.m.-5:45 p.m. Mandalay Bay Kick off your IMEX experience with this unique opportunity to network with peers before the main event. Association Leadership Forum 10/10, 2-5:20 p.m. Mandalay Bay Created by ASAE. Experts will address issues and challenges around mental health, burnout and wellness, followed by roundtable discussions. Executive Meeting Forum 10/10, 8 a.m.-5 p.m. CAESARS FORUM Exclusively for high-level corporate executives, the Forum combines informal closed networking with an outstanding education program. Registration required. I MEX America, the largest meetings industry trade show in the U.S., will be held October 11-13 at Mandalay Bay. If you are a meetings and events professional, you will find all the suppliers you need for your events — from new venues in major cities worldwide, to the latest event tech providers. New this year is Pathways to Clarity, where they have streamlined the education program from 10 tracks to four: Respect for People and Planet, Future Self, Innovation and Creativity and Event Planner Toolkit. There are more than 200 educational events over four days, beginning with Smart Monday on October 10, powered by MPI. Additionally, the expanded Inspiration Hub is once again home IMEX 2022 CAN’T MISS EVENTS > 24 August/September 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comAtlantis Paradise Island .......................D2655 Visit Colorado Springs .........................C4425 JW Marriott Miami Turnberry ...............E2055 The Omni Homestead Resort ................F1154 The Palm Beaches ..................................C4119 Resorts World Las Vegas ........................ F755 Rosen Shingle Creek ..............................E1742 The Broadmoor �����������������������F1035 & E1554 Celebrity Cruises ����������������������������������� D2745 Visit Dallas ��������������������������������������������� D3518 Discover Puerto Rico .............................. D2633 Disney Meetings & Events ........................ 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MPI Foundation Rendezvous 10/12, 10 p.m.-1 a.m. Drai’s Beachclub & Nightclub Sponsored by Caesars Entertainment. Mingle with the industry’s best and brightest while enjoying spectacular views over the Strip. IMEX BOOTHS TO VISIT > > to show-floor education tailored for agency, corporate and association professionals. Sessions will include topics such as how to build communication skills; understanding new technologies, such as the metaverse and cryptocurrencies; managing post-pandemic expectations and more. Attendees will learn strategies on everything from managing supply to handling pricing fluidity and contract clauses. The IMEX-EIC People and Planet Village, which was launched last year, will return, featuring a campfire area dedicated to sustainability, diversity, equity and inclusion, as well as the chance to take part in activities that support the local community. See Corporate & Incentive Travel magazine’s preview on the following pages. BOOTH TheMeetingMagazines.com | Corporate & Incentive Travel | August/September 2022 2526 August/September 2022 | Corporate & Incentive Travel | TheMeetingMagazines.com ATLANTIS PARADISE ISLAND The World’s Most Remarkable Resort Destination A tlantis Paradise Island, the world’s most remarkable resort destination, is the ideal location for groups. With more than 500,000 sf of flexible indoor and outdoor event space, Atlantis can accommodate large meetings and intimate gatherings, and is reached by nonstop flights from more than 20 cities. Attendees will delight in Atlantis’ renovated Royal East Tower guest rooms, Harborside Resort villas, The Reef residential-style studios and suites, the ultra-luxury The Cove, plus The Coral and The Beach hotels for easy access to the many amenities for which Atlantis is renowned. Atlantis Paradise Island resort spans close to 200 acres, with 5 miles of white-sand beaches and tranquil azure waters, multiple pools, diverse dining, spa, golf, shopping, reimagined experiences customized with attendee safety in mind, a multitude of attractions and other luxury amenities. Attendees have so much to explore without ever hav- ing to leave the resort — from indulging at Mandara Spa, to finding Lady Luck at the Atlantis Casino. Plus, new and avid golfers have exclusive access to the highly celebrated Ocean Club Golf Course, and attendees will delight in fine dining at Nobu, Todd English’s Olives, Seafire Steakhouse and more. Duty-free Crystal Court luxury shops, Marina Village, Aquaventure water park, Dolphin Cay, and the world’s largest open-air marine habitat with more than 50,000 aquatic animals, round out some of the many amenities attendees return year after year to experience. Atlantis offers new bespoke experiences for small groups from exclusive adventures at Dolphin Cay and private sunset speedboat tours, to art tours, dinners on the beach and dive-in movie nights. The resort’s award-winning culinary team offers flexible menu planning along with authentic Caribbean cuisine and regional specialties. Sourcing the best quality ingredients available, and creating a diverse range of menus to meet every attendees’ needs and expectations, Atlantis’ culinary team adds even more depth by offering attendees the experience of quality, locally sourced ingredients and presentation that mirrors the beauti- ful environment of Paradise Island and The Bahamas. Atlantis Live entertainment and events continue to delight attendees and visitors — from weekly Junkanoo fests in Marina Village, to special appearances and shows from acclaimed comedians, musical acts and art- ists. Returning international sporting events, including P1 Aqua X and Battle 4 Atlantis are some of many scheduled this year. C&IT CONTACT GroupSales@AtlantisParadise.com, 800-722-2449 atlantisbahamas.com/meetings/requestforproposal With more than 500,000 sf of flexible event space, Atlantis can accommodate large meetings and intimate gatherings. Come see us at IMEX America 2022 at Booth #D2655. Hold your next event at Atlantis Paradise Island, with a minimum of 1,500 room nights for arrival between now and December 31, 2024 and group will receive one complimentary firework display at Paradise Harbor Beach or West Beach. Contract must be signed by December 31, 2022. Applicable to new groups only. Offer is subject to availability and blackout dates and can be pulled at any time. Offer is not combinable with any other offers. See full details at www.meetingsatatlantis.com. DISCOVER RENOVATED ROOMS NEW DINING OPTIONS AND A REIMAGINED CASINO CELEBRATE IN PARADISE the fireworks are on us MeetingsAtAtlantis.com 28 August/September 2022 | Corporate & Incentive Travel | TheMeetingMagazines.com JW MARRIOTT MIAMI TURNBERRY RESORT & SPA Create Incredible Moments Here J W Marriott Miami Turnberry Resort & Spa is the ultimate destination for conferences, corporate events, incentive meetings and more. The award-winning resort is situated amid a 300-acre tropical paradise in the heart of Aventura, just minutes from Fort Lauderdale and Miami international airports and beaches. Newly refreshed luxury accommodations feature 685 guest rooms and suites, each with a private, fur- nished balcony or terrace offering stunning resort garden, golf or ocean views. Highlights of the modern retreats include custom designer furnishings, floor-to-ceiling windows and marble bathrooms. Between meetings, attendees can unwind and experience extraordinary amenities at the No. 1 Resort in Florida, as voted in Condé Nast Traveler’s 2021 Readers’ Choice Awards. All accommodations are steps from the resort’s renowned amenities, including two championship golf courses, signature dining at BOURBON STEAK and COR- SAIR kitchen & bar, state-of-the-art âme Spa & Wellness Collective and the all-new Tidal Cove Waterpark. With the recent transformation and addition of the new Conference Center South, a wide variety of modern event spaces have become even greater, offering 40 indoor meeting rooms, two grand ballrooms — the largest at 25,000 sf — advanced A/V equipment and a FedEx Business Center. In addition, 181,000 sf of outdoor venues offer planners more unique and flexible options. Ushering in a new era of meeting style and sophistication, experienced resort team members will deliver the luxury and JW Marriott’s world-class event services and amenities as expected. At JW Marriott Turnberry, meeting catering is elevated with dazzling themed menus and food stations. An array of engaging offerings includes a vast selection of seasonal and locally inspired cuisine, along with ‘Taste of Turnberry’ menus, drawing on the talents of on-property, award-winning chefs. For a special group activity, schedule an interactive cooking demonstration and learn how to make some of the resort’s signature dishes. Contact the team to start planning your next event and create extraordinary moments at every turn. Inquire about ways to enhance your program with teambuilding activities, unmatched team bonding and entertainment. C&IT JW MARRIOTT MIAMI TURNBERRY RESORT & SPA 19999 W Country Club Drive, Aventura, FL 33180 305-932-6200 | jwturnberry.com CONTACT Alex Caceres, Director of Group Sales acaceres@jwturnberry.com, 786-279-6529 The resort celebrated the culmination of a complete renovation in 2020, debuting a 16-story tower and an extra 80,000 sf of meeting space. Meetings & Events EXTRAORDINARY Discover | JWTurnberry.com •Complete $250M resort transformation •120,000 sq. ft. of meetings and events space •Capacity for 2,000 guests in Majestic Ballroom •40 impressive meeting rooms •Versatile outdoor event space •685 elegant guest rooms and suites, each offering a private balcony •Signature Restaurants including Bourbon Steak by Michael Mina •Two Championship Golf Courses •5-acre Tidal Cove Waterpark •Full Service âme Spa, Salon and fitness center •Minutes from Ft. Lauderdale & Miami International Airports The iconic JW Marriott Miami Turnberry Resort & Spa offers planners cutting-edge technology and state-of-the-art event services and amenities. Discover world-class meeting venues amidst 300 acres of possibilities at the Condé Nast Traveler’s #1 Resort in Florida.Next >