< PreviousLABOR/STAFFING One area where costs have risen in recent years is labor charges, partially due to labor shortages as well as the depar- ture of skilled workers from the industry. “We lost a lot of people during the pandemic. And at the end of the day, it’s taken longer to get people in those jobs. So, if you don’t have a labor team you used in the past, you really need to pay atten- tion,” said Brungardt, who suggests planners can prepare by allowing for more time for work to get finished. Another aspect of staffing that can impact an event is whether the facility is short-staffed, which could cause poten- tial disruptions. “I never used to have to worry about whether I can run down to the food service station in the convention center and get a hot dog. Now, a lot of those labor short- ages have changed their approach to what kind of food service options they have,” Brungardt noted. What happens with your staffing if that isn’t available? Planners must think about what that does with their booth staff if they’re on lunch break and how much longer it’s going to take them. “When we talk about the labor shortages, it’s not just what we’re seeing when we’re putting the booth up, but it’s the whole ecosystem that affects how and what we need in that show or event to have a smooth operating model,” said Brungardt. Along with being prepared for staffing shortfalls, it is critical that planners understand the venue’s rules as well as their contractual obligations regarding labor. Even in a state that does not require the hiring of union labor, planners should ask which workers are unionized. Sometimes, the union require- ments can differ from city to city. There also may be different unions for different people hired, whether it’s an electrician’s union or teamster’s union, which means planners need to organize accordingly for scheduling and budgeting purposes. When you’re going in and have jurisdictions in the city or the venue change, how will that affect you? For exhibi- tors, Brungardt suggests looking at the labor section of the exhibitor services manual to find out more about the unions’ jurisdictions. She also recommends reaching out to a show management’s operations manager if there is not enough information regarding what can or cannot be done. In her presentation, she offered the suggestion of searching for key- words such as “exhibitor Bill of Rights,” “union jurisdiction” and “guide to union labor for installation and dismantle of your trade show booth.” NETWORKING | ATTENDEE ENGAGEMENT All the best planners are savvy networkers. The events industry is heavily people-driven and relationship-based. As for attendees, they are always in search of engagement before, during and after an event. This was a primary topic discussed during a webinar pre- sented by Richard Vallaster, director of marketing, industry relations and event experiences for Personify Corp, a technol- ogy partner to associations, nonprofits and event profession- als, which has several locations. During the webinar, titled “Event Manager’s Master Class – A Tool Kit for Events in 2023,” Vallaster said attendees want a compelling reason to attend. “What is their return on time and investment? What is your why?” Attendees are expecting organizers to help create a sense of community. According to Vallaster, “Event communities start with involving your audiences in your event, planning and design.” The event organizers need to facilitate relation- ships and engagement year-round, as well as use digital connections and tools to maximize the on-site experience. “Your younger audiences expect it. But old-school networking is still paramount. Harnessing com- munity can also create additional revenue sources.” For that and many other reasons, planners need to create unique experiences that cannot be had in the office to draw attend- ees. Getting to know the attendees and exhibi- tors beforehand is key in delivering what the audi- ence wants. “Continuous mar- ket research about your audiences is critical as you move forward,” Vallaster said. One of the biggest challenges for Volker’s clients today revolves around engagement strategies. “In order to engage them, we have to be very cre- ative long before we get to the event — knowing, understanding and gaining their attention before they ever get there,” Volker said. “That includes pre-scheduled meetings and pre-scheduled events.” Volker added, “We’re all vying for the attention of the attendee, whether that’s a trade show, a conference or whether we want them to come to our presentation, our session, our booth, or whether we want them to come to our dinner that night. Where are we best able to leverage our investment? Is it in an event sponsorship or is it in engagement strategies that we might do on our own?” As an exhibitor, Deanna Krause, event marketing con- sultant and trade show coach of Trade Show Warrior in San Diego CA, focuses on engagement. “Although it has always been important, I’ve put a renewed focus on interactivity in any booth I plan. Trade shows are like speed dating for busi- nesses. Attendees are walking the aisle trying to figure out if they should do business with you. Building in interactivity is a great ice breaker to start a conversation and when done well reinforces key messages.” One of her tricks is to check with Pinterest to find ideas for how to build interactivity. “I think it is an idea goldmine. For example, museums have unique and interesting ways that they are bringing interactivity into their exhibits,” she said. Krause also noted the importance of lead tracking at trade shows for exhibitors. “One of the things that I feel has come themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2023 Judy Volker Principal, Volker Marketing Services As an event planner or as a show manager, you have to really be on top of the fine print to know what is and what’s not included, so that when you’re doing your budgeting and planning, you aren’t missing something. 20a long way in the past few years is traffic tracking capa- bilities at trade shows. This can tell you not only how much traffic, but how engag- ing different areas of your booth are. The tools vary widely — some track bodies; others track eyeballs — but these tools are now much more cost effective and in reach of many exhibitors.” The education aspect of meetings and events also needs to be adapted to the current needs and wants of attendees, according to Val- laster’s webinar. He said, “84% of exhibitors believe that education is the criti- cal driver for event atten- dance. Therefore, blurring the lines between show floor and education is vital.” Keys to success include shorter and more interactive ses- sions, as well as integrating crowdsourcing. Exhibitors and sponsors are also valu- ing education and should be included in educa- tional offerings. Vallaster suggested planners check the Cen- ter for Exhibition Industry Research (CEIR) quarterly reports for data-driven ana- lytics and insights that might be relevant to their event. HEALTH & SAFETY While the pandemic- specific health and safety measures may not be as rigorous post-pandemic, there are still new aspects to pre-event preparation planners need to consider, including what the hotel’s policy is if somebody tests positive for Covid and needs to quarantine. “Flexibility and collaboration are key,” said Brungardt. “Some of our most important responsibilities have nothing to do with money, and everything to do with risk management.” Some questions planners should be asking with regards to risk management are basic procedures — medi- cal devices, staff medical training, locations of the nearest emergency room, trauma center, urgent care and police and fire departments. Other questions to consider are: What plans do venues have in place for natural disasters? What are their plans for other types of hostile actions — i.e. bomb threats or active shooters or demonstrations? What about power failures? Cybersecurity? With wars in Ukraine and the Middle East affecting the whole world, this should be on planners’ minds. In terms of health and safety, a planner must com- pare what the show or venue will cover and what the exhibitor needs to cover. With that in mind, planners must check exhibitor manu- als, which may be updated to include components of an event’s safety protocols and guidelines with specific details of what exhibitors need to execute regarding all safety and hygiene measures. Brungardt stressed in her presentation, “This single source of information should be the go-to guide for ref- erencing frequently asked questions; standard operat- ing procedures and any new, enhanced measures to ensure an event’s customers, includ- ing exhibitors and attendees, are protected.” The political environ- ment of an events’ location can also be a source of con- cern for planners. Brun- gardt noted she would be watching how trigger laws might affect shows mov- ing forward, specifically relating to the location’s abortion laws, as well as rul- ings regarding gun rights, LGBTQ+ rights, etc. “Many of us are juggling multiple responsibilities, including new tasks associ- ated with planning virtual and hybrid meetings, which is why your toolbox and checklists must be adjusted, updated and refilled to navigate this new norm,” said Brungardt. If there’s one thing that’s guaranteed in the world of meet- ing and events, it’s the potential of things going wrong. It’s Murphy’s Law! And sometimes you never know what it will be until the day of. More reason for planners to be prepared by sharpening their tools, all the while being flexible to adapt and encapsulate the ‘go with the flow’ attitude required of every professional planner to overcome challenges and have success in the events planning industry. | AC&F | NOVEMBER 2023 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES A PLANNER’S TOOLBOX “Our industry has been disrupted in countless ways. Our role has changed along with our toolbox of checklists.” — Glenda Brungardt said in a presen- tation entitled “My Toolbox Replenished: New Set of Checklists for Planning a Trade Show / Event.” Beyond the Exhibit Manual Checklist: • Measurement — do you have new KPIs that need to include a hybrid or vir- tual measurement? • Sustainability — do you have a checklist that covers the three pillars — planet (carbon emissions), people (fair and equitable prac- tices/DE&I), community impact? • DE&I — what does this look like for the event? For your company? For your booth? Are there diverse and inclusive experiences for everyone? What steps need to be taken for a more inclusive event? • Contingency planning — what if the event goes virtual or is canceled? • Do you have a plan on negotiating out of a contract for the event or venue? • What are your company’s travel rules? • What do in-person attendees require versus virtual attendees? 21themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2023 Emerging Destinations Appealing Options for Your Next Meeting By Maura Keller While these are exceptional options for association meetings and events, other emerging cities are entering the meetings and events scene, raising their profile to appeal to both planners seeking to offer inno- vative and appealing options for those looking to experience something new, and to attendees, who increasingly make deci- sions about what events to attend from a tourist’s perspective. Small Town Charm Hattiesburg, MS, is quickly emerging as a top destination in the Gulf South for association meetings and events. Tif- fany Bush, conventions coordinator for Mississippi Municipal League, in Jackson, MS, recently held the organization’s Small Town Conference in Hattiesburg. As Bush explained, the pur- pose of this specific conference is to give approximately 400 municipal elected officials, particularly those from the smaller cities and towns, the opportunity to meet and share ideas and challenges unique to their communities. “While we wouldn’t consider Hattiesburg a ‘small town,’ it was a perfect site for this event as it features many key factors that we look for when picking a host city,” Bush said. “There are numerous lodging opportunities, including unique, boutique hotels and well-known national chains. The Lake Terrace Con- vention Center provided ample meeting space for the attendees.” The destination also provided a variety of unique spaces to host events. The group held a reception at the Hattiesburg Zoo and allowed attendees to tour the zoo and attend a pri- vate reception on-site with the giraffes. “For anyone looking to plan a meeting in Hattiesburg, I’d highly recommend hosting an event at the zoo!” Bush said. Centrally located and drivable from much of the Southeast, Hattiesburg has long been a draw for groups. A recent renais- sance — complete with turnkey event facilities, local dining options that rival any major metropolitan area, multiple live music venues and a globally-ranked public art scene — has made Hattiesburg a highly desired meeting and leisure destination. Home to two thriving universities, thousands of hotel rooms, a regional airport and a plethora of locally owned res- taurants, Hattiesburg provides a modern approach to meetings with familiar southern hospitality and service. A new amphitheater called The Lawn at Lake Terrace has emerged adjacent to the convention center. Its natural acous- tics make for a unique experience and a beautiful place to listen to live music or a presentation as part of an association’s event. Vibrant Scene Boise, ID, has a great reputation for creating memorable experiences for attendees. It’s a clean, walkable city with an array of lodging, restaurants, bars, shops and attractions from which to choose. Just ask Sherry Huss, meeting planner and head of community with The Freeman Company, in the San Francisco Bay area, who leverages her extensive experience in the event industry to drive innovation and create unique experiences for associations and other clients. “After my first trip to Boise last year, I immediately got it,” Huss said. “Association planners can create bespoke, authen- tic experiences for attendees. The destination has everything that is needed — hotels, venues, experiences, fabulous food options, culture, people, parks, accessibility, a vibrant down- town scene, as well as an amazing, creative talent pool — to PHOTO BY WARREN LASSEN Boise Centre is located in the heart of downtown Boise. hen you think of the ideal locations to host association conventions, meetings and events, there are key cities that come to mind – Miami, Los Angeles, Denver, New York, Chicago, to name a few. W 22 VENUE SELECTIONcreate the experience that I wanted to design, and so much more. In addition, Boise Centre could be considered a ‘bou- tique convention center.’ It is in the heart of downtown and is just the right size for more intimate events, and opens up to the downtown plaza and restaurant corridor.” Boise’s accessibility to outdoor recreation makes it stand out. Meeting attendees can access miles of foothills trails just five minutes from downtown and the Boise River winds through the city. “For those interested in combining business and leisure, Boise is a perfect destination to get your work done and then spend time on the river, on the slopes or in the woods. It has so much to offer,” Huss added. There are diverse restaurant options as well. The Ware- house Food Hall opened last summer with over a dozen local food and drink vendors all under the same roof. After grabbing a drink or a bite to eat, attendees can walk next door to the new BoDo Cinema or Treefort Music Hall to enjoy a movie or concert after meetings are done for the day. Accessibility is Key Meet Minneapolis, an DMO in Minneapolis, MN, consis- tently hears from association meeting planners how pleasantly surprised they are when they first visit. When they see the destination for themselves, they realize how great, and afford- able, Minneapolis can be to book for an event. One of Minneapolis’ primary assets as a place to meet is its accessibility, thanks in part to the light rail system that connects the airport to downtown, a walkable central business district and 9.5 miles of climate-controlled skyways. And as the ‘City by Nature,’ association meeting attendees enjoy abundant lakes, parks, the mighty Mississippi River, and miles of beautiful walk- ing and biking trails alongside our modern urban surroundings. Stephenie Zvonkovich, director of meetings, American Association of Pharmaceutical Scientists (AAPR) in Arling- ton, VA, has had success hosting both large and small events in Minneapolis. “My largest event was for approximately 2,000 design and construction professionals specializing in infrastructure needs, such as roads, bridges and wastewater treatment plants. We utilized the Minneapolis Convention Center and the Hilton Minneapolis as our headquarters,” Zvonkovich said. “I loved the convention package and that all hotels were extremely close with no busing needed. The event also required an off- site reception where we used the charming Mill City Museum.” The smaller event Zvonkovich hosted was for approximately 150 pharmaceutical scientists at the Renaissance Minneapolis Hotel, The Depot. The AAPR attendees loved the unconven- tional layout and design of the hotel and gave rave reviews for the staff, F&B and large amount of indoor and outdoor space. “Minneapolis has a lot to offer both planners and attend- ees. The airlift was a large factor for my smaller meeting since that was a complaint we received in previous years,” Zvonkovich said. “Almost all participants were able to get in/out of the airport with nonstop flights even if they were coming from smaller regional airports.” In addition, AAPR attendees loved how walkable the downtown area is and how there are so many restaurants from which to choose. In addition, there were a lot of options for attendees with dietary restrictions. “Even when hosting offsite receptions, the venues had proactively put selections on the menu that accommodated those individuals without any modifications needed,” said Zvonkovich, who often has to edit menus to ensure that all dietary needs are met, so it was refreshing that significant options were built into the existing menus. “Minneapolis is a great city! I’ve hosted events in both cold and warm weather. There are plenty of things to do year-round and the skyway system makes it very easy to get around with- out going outside,” Zvonkovich said. “I would advise to not discount Minneapolis as a destination based on time of year and, if possible, take advantage of some of the great special event spaces it has to offer. I’d also suggest walking from place to place during any site visits if time permits to really under- stand how connected the downtown is and how easy and quick attendees can maneuver the city.” Association meeting planner, Lara Durben, partner at Empowered Events in Buffalo, MN, works with a variety of clients across the U.S. to coordinate meetings, conferences and trade shows. “Our association client, Midwest Poultry Federation, also in Buffalo, MN, hosts an annual convention and trade show in Minneapolis called PEAK. The event is held over the course 23 NOVEMBER 2023 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Tiffany Bush Conventions Coordinator, Mississippi Municipal League While we wouldn’t consider Hattiesburg a ‘small town,’ it was a perfect site for this event as it features many key factors that we look for when picking a host city. The Midwest Poultry Federation hosts an annual convention and trade show in Minneapolis called PEAK at the Minneapolis Convention Center. It is the largest trade show in North America that focuses exclusively on poultry production. of three days at the Minneapolis Convention Center and includes a large trade show of nearly 300 exhibits, a robust education program and several networking events,” Durben said. “PEAK is the largest trade show in North America that focuses exclusively on the business of poultry production. This year, the event welcomed just under 3,000 attendees from the U.S., Canada and other international countries.” Minneapolis has been PEAK’s preferred location for the past six years, after the event outgrew its previous conven- tion space. The team at Meet Minneapolis and the Minnesota Convention Center worked closely with Midwest Poultry Fed- eration to offer the space needed to expand the event while understanding both the organization’s budgetary needs and strategic focus toward the future success of the event. In addi- tion, the city offers a multitude of world-class hotels close to the Minneapolis Convention Center, many of which are acces- sible via the extensive indoor skyway system. “PEAK utilizes the Minneapolis Housing Bureau to manage the online reservations at all of our contracted hotels, which has been such an asset internally. The staff at the housing bureau is professional, knowledgeable and saves us, as planners, so much time. Our attendees appreciate this service as it is not only online; if they have a question, they are able to call and talk to a real person as well. That personal service goes a long way.” PEAK attendees also enjoy the variety of restaurant options in the downtown area. Meet Minneapolis worked with Empowered Events with us to create a web landing page for the association’s event that provides details on restaurants, events and other things to do in the city. “In general, Minneapolis is a great location for our attend- ees that is easy to access, whether they are driving or flying into the Minneapolis-Saint Paul International Airport,” Dur- ben said. “The city offers an attractive array of things to do, while also delivering a personal touch to our attendees. It’s the people behind the destination that truly make a difference.” Affordability & Airlift National Harbor, MD, offers a beautiful resort destination on the banks of the Potomac River with a walkable downtown, just minutes from Washington, D.C. and easily accessible to all three area airports and major highways. Within National Har- bor, there are eight hotels that can accommodate groups of all sizes and types, with parking and group access. The combina- tion of meeting space, hotel options and dining selections with the feel of a small city is a perfect solution for many planners. National Harbor’s new Spirit Park pays tribute to the American flag and features a beautiful amphitheater. It overlooks the Potomac River and is a unique venue for events. This year, the destination has also added three new restaurants, new activities and team-building options, including Escapology and on the water activities. Rosina Romano, CMP, DES, CEO of the Entomological Soci- ety of America, will be hosting Entomology 2023, their annual meeting, in National Harbor in the fall. They expect approxi- mately 3,600 in-person attendees and 100 virtual attendees. “National Harbor offers an affordable Washington, D.C. loca- tion with the best/easiest transportation options for our mem- bers,” Romano said. “With three major airports, Amtrak and I-95, our members are able to get here quickly and efficiently. We’ve been looking for an eastern/northeastern location for years and this is our first time back to the D.C. area since the 1970s.” Romano also pointed out that there are a variety of book- able offsite venues and restaurants that offer unique dining opportunities and experiences for attendees within steps of all the hotels. “We book nightly private dinners for a variety of group sizes and this was the first location where we could find everything we needed within a short walk of the meet- ing site,” Romano said. “All the restaurants are great partners, are easy to work with when booking groups and gave us a great dining experience.” The National Council for Mental Well- being also hosted its Annual Conference & Expo, NatCon22, at the Gaylord National Resort & Convention Center in National Harbor last spring. NatCon is the largest conference in mental health and substance use treatment and connects over 5,000 health care profession- als in the field, from influencers and decision-makers to advo- cates and executives. “As NatCon continues to grow each year, we look for sites that can accommodate our large number of educational ses- sions and growing number of attendees. National Harbor was a destination that checked all our boxes,” Alaina Herrera, CEM, manager, conference & events, National Council for Mental Wellbeing, said. “National Harbor is a great location and offers many restau- rant options and various spaces great for events. Our exhibitors and sponsors love to host after-hour events. They were able to celebrate in unique spaces like Bobby McKey’s Dueling Piano Bar, which had a mix of classic and contemporary live music, and the The Capital Wheel, where attendees could ride the Ferris Wheel and see the Potomac River from another view.” World Class Accommodations Located in the heart of Central Florida, Kissimmee is eas- ily accessible for attendees traveling from various locations by plane, car and train. The Brightline train station has now opened in Orlando. From world-class meeting hotels and golf resorts, to boutique venues, Kissimmee offers a variety of options for any size meeting and budget. And to help with budget, Experi- ence Kissimmee’s incentive program, It Pays to Meet in Kissim- mee, offers meeting organizations up to $10,000 cash back plus a new sustainability initiative with Trees4Travel. Patricia Tripp, PhD, LAT, ATC, CSCS, meeting planner and president of The Athletic Trainers’ Association of Florida, recently held the association’s annual ATAF clinical symposium themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2023 COURTESY PHOTO National Harbor, MD 24at the Embassy Suites Lake Buena Vista South in Kissimmee, FL, and welcomed over 200 attendees, plus speakers and vendors. The event is co-branded with the association’s title partner AdventHealth and Rothman Orthopaedics. “We are a healthcare membership organization represent- ing over 2,000 athletic trainers from across Florida. Finding a central location with great amenities and excellent staff allows us to offer a high quality symposium experience for our mem- bers,” Tripp said. They have hosted their event at the Embassy Suites Lake Buena Vista South in Kissimmee for about nine years, since around the time they opened. “Experience Kis- simmee represents Osceola County. They provide helpful information about venues and restaurants, and provide other incentives to support your event. We love visiting Cel- ebration and Kissimmee each year for our event.” Southern Hospitality Many association meet- ing planners are drawn to Greenville, SC, for a variety of reasons. Of the most frequent is the ease of hosting their events in Greenville. Centrally located along the I-85 corri- dor between Atlanta, GA and Charlotte, NC, Greenville’s international airport offers more than 100 flights daily to more than 20 nonstop destinations. Greenville is known for its Southern hospitality. There is also plenty to see and do here to keep attendees entertained after meetings. The award-winning, walkable Main Street is lined with restaurants, unique shops, galleries and more. Municipal Association of South Carolina (MASC) held their annual meeting at the Hyatt Greenville and found plenty of space to accommodate their meeting and for lodging attendees. Ken Ivey, meeting planner with MASC, based in Columbia, SC, said, “This year, we had 1,160 registered. There were more than 700 municipal officials from South Carolina cities and towns plus 85 exhibitors, attendees, speakers, etc. Generally, we have about 600 municipal officials register for this event, so this year’s registration numbers were unexpected. We ran out of hotel rooms and had to scramble to find more.” Fortunately, Greenville has so many hotels in the Main Street area that it was an easy fix. Besides the host hotel, they found rooms at Aloft, SpringHill Suites, Residence Inn, AC Hotel, Marriott Courtyard and elsewhere. Ivey stressed that Greenville is one of the Municipal Associa- tion of South Carolina’s favorite locations because of its natural beauty, walkability and all of the amazing restaurants downtown. “You never have to get in your car. Also, it is sort of a class- room for other cities to observe how Greenville has developed its downtown and taken advantage of the natural assets that make downtown a destination,” Ivey said. “It is also more affordable than coastal locations and much easier to navigate since there are so many hotel rooms, restaurants and meeting venues on and around Main Street. It really is perfect for groups our size.” Greenville’s variety of venues is one of the big things that make the region both unique and perfect for association meet- ings of all shapes and sizes. The convention center is one of the largest in the southeast. The Bon Secours Wellness arena can host 15,000 attendees for large events or transform into an inti- mate space perfect for smaller events. In addition to these two large venues, Greenville boasts dozens of other unique spaces throughout the destination, perfect for offsite receptions and “out of the box” meetings and events experiences. Always Expanding Asheville, NC, is easily accessible via air or driving, including direct flights from destinations such as D.C., NYC, Boston, Austin, Chi- cago, Phoenix and Denver, making it easier for associa- tion attendees. The Asheville Regional Airport has con- sistently ranked as one of the fastest-growing airports in the country, currently undergoing modernization and expansion that will more than double its size. The National Watermelon Association recently held a convention for the water- melon industry at the his- toric Omni Grove Park Inn in Asheville, which has 86,852 total meeting space and has been utilized by many state, national and international asso- ciation events. The convention hosted almost 500 attendees. “After 20 years of attending produce industry events, I can say that this convention is like none other, complete with a seed-spitting contest, many generations of families in attendance, and an auction that raises the funds to keep this 109-year organization going. It is truly the Watermelon Fam- ily Reunion,” George Szczepanski, executive director of the National Watermelon Association, said. “Asheville is a great city that has something for everybody. I would have been pleased just to visit for the culture and craft beer scene, which were incorporated as much as possible, but a world-class destination like the Omni Grove Park Inn is not available in every city, and that was surely part of the decision as well,” Szczepanski said. “Coupling that in with it being con- venient to get to, the beautiful view and great weather we had, it was a sure-fire win. Asheville checked the boxes for different age groups and interests, so that everyone had a memorable experience and a great time.” The American Institute of Architects – Atlanta Chapter, also took advantage of Asheville’s downtown area and used more than eight hotels for lodging at last year’s annual confer- ence and then booked a variety of alternative venues, including the newly expanded Asheville Art Museum, Wortham Center for the Performing Arts and Hatch, a thriving business incuba- tor. Attendees roamed the city center, enjoying the fabulous architecture dating back to the turn of the century. It was so well received by the attendees that they are returning again this year and next. | AC&F | NOVEMBER 2023 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES The National Watermelon Association recently held a convention for the watermelon industry at the historic Omni Grove Park Inn in Asheville, NC. COURTESY OF GEORGE SZCZEPANSKI 25PLANNER TIPS themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2023 Tech Tools Enhancing the Meeting Experience By Maura Keller In fact, today’s planners have a wealth of technological tools from which to choose — all with the goal of making the meeting and event planning process streamlined and efficient. And while some turn their attention to the “latest and great- est” real-time event data distribution gadgets, other planners continue to embrace long-standing tech platforms that have provided solid results for years. When Tory Ondrla, CMP, conference manager at the Asso- ciation of College & Research Libraries in Chicago, IL, evalu- ates how her use of technological innovations has enhanced the association event planning process, she thinks of how holding virtual events during the pandemic taught association meeting planners a lot that can now be used to expand participation options and enhance the in-person attendee experience. “As planners, we’re always re-evaluating how we do things, and trying something new is what makes the job fun. I think providing more options for attendees to decide how they want to experience your event is always a good thing,” Ondrla said. For Ondrla and other association planners, there are cer- tain “go to” technological tools that they have come to depend on to make sure association events and meetings go smoothly. Online scheduling tools where attendees can easily custom- ize and download their event agenda to a personal calendar is a must, noted Ondrla, adding, “For onsite attendees, we rely on a mobile app for instant notifications and easy interaction among attendees.” As a Director of Americas Events at the Society of Petro- leum Engineers (SPE) in Richardson, Texas, Leigh Ann Run- yan, CMP, said that obviously during the pandemic, using tech- nology was the only way to survive in the meetings industry. “I believe technology evolved quickly and eventually met the needs of the planners, for the most part. Now that we are through the pandemic, I feel like the evolution of technology has slowed due to vendors’ priorities shifting to things like re- hiring staff, retaining staff and dealing with in-person events again,” Runyan said. “The pandemic did force planners and attendees to develop new skills in using technology. Technol- ogy is much better accepted than it was four years ago, and these skills continue to be used.” rom mobile apps to attendee analytics platforms to web-based dashboards and AI implementations, today’s tech tools that association meeting planners and attendees use are as diverse and unique as the events themselves. F 26During the meeting and event planning process for the SPE, Runyan and the planning team primarily use apps and digital programs in the planning process. They have almost moved completely away from any printed materials. “I would love to find a good matchmaking technology for attendees and exhibitors. AI and virtual or augmented reality are also technologies we would like to explore, but the costs can be prohibitive,” Runyan said. SPE also livestreams some sessions, but for the most part, the events are all in-person. They also started an OnDemand pro- gram called Energy Stream and it has seen some modest success. “I feel like it is hard for attendees to go back and watch OnDemand programming unless there is a specific need. Peo- ple just don’t have the time to do it,” Runyan said. “Post- pandemic, we don’t get any requests for virtual events or for presenters to appear virtually instead of in-person. Business travel continued to increase and attendees are back in-person to network and connect.” And although it may sound simple, the acceptance of Teams and Zoom calls have made Runyan’s meeting planning life a lot easier. “The normalization of being on video and having day- to-day meetings virtually has been a huge help. I am 100% remote, so I actually prefer a Teams call versus a cell phone call because I’ve gotten so used to seeing everyone I talk to now,” Runyan said. Association meeting planner Lisa Larson, MA, owner of By Design Events in St. Paul, MN, has worked with associations on various types of events for many years. Because of her expe- rience, Larson has seen a wealth of change within the types of tech tools being used by association meeting planners. “The greatest change I have seen is our ability to connect virtually,” said Larson. “While the technology existed pre- pandemic, the focus, the default, was to gather together in person. And while I would never want to remove our abil- ity to engage face to face, the flexibility to host committee meetings, board meetings, to plan together, etc. remotely has been a timesaver.” In the thick of the pandemic, she explained, their ability to host full-fledged conferences with breakouts was a lifesaver to some of the organizations she worked with. For a couple of associations, their in-person events were their only source of revenue for the year, so the loss of that was staggering. “We had the ability to create an environment that, while not feeling exactly the same, let us be ‘together’ and learn from each other that face to face interactions didn’t allow for.” Larson works with several smaller organizations and associations that, don’t have the budget for fancy tech- nology. Online registration tools like Eventbrite, simple onsite app programs like Guidebook, document sharing like Google docs, and connection/meeting tech platforms like Zoom have been her “go to” resources. Otherwise, she 27 NOVEMBER 2023 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES PHOTOS BY PURE LIGHT IMAGES The Association of College & Research Libraries in Chicago, IL held their ACRL 2023: Forging the Future conference last spring at the David L. Lawrence Convention Center in Pittsburgh, PA. Tory Ondrla, conference manager for the group, feels that people come to in-person events for networking and participate virtually for the content. “The new challenge,” she said, “is delivering them both a terrific experience simultaneously.”still finds old school beauty in Excel documents, as these allow for flex- ibility in creating budgets, sponsor packages, agenda development, time- line upkeep, etc. “My role is unique in that I work with a variety of organizations to plan their events. Some have 20 staff and bring me in for specific pieces of the event plan- ning process. For some, I’m the only paid planner working with a team of 30 volunteers to bring the association conference together. Because of this, using a streamlined innovation is basi- cally impossible — not all of the groups can implement what each of the others have,” Larson said. As a result, she’s had to get savvy with Excel documents and Outlook resources to enable a seamless transition from client to client. Ongoing Evolution As technology continued to evolve, association meeting planners must also adjust to the “lat- est and greatest” technological innovations to do their jobs. Ondrla has found that it seems to be easier lately to find sup- pliers who can provide several tech tools she regularly uses as a bundle, rather than using multiple suppliers. “Integrating your ‘tech stack’ into one platform makes communicating with multiple audiences easier,” Ondrla said. “It’s also easier to customize the experience for various sub- groups of your audience.” Association attendees have also become astute in terms of the tech tools available to enhance their meeting and event attendee experience. As such, more and more attend- ees expect a virtual option for big events. Ideally, Ondrla said they seem to want live, real-time access to what in-person attendees are experiencing on-site and they also want extended on-demand access post-event to catch up on anything they may have missed. Runyan added that what association meet- ing attendees have come to expect from the tech tools being used within the meetings industry really depends on the event and the audience. As she explained, there are so many great applications/ technologies that can be used, if the attendees will embrace the technology. From Larson’s perspective, online registration is an emerging “must have” in the association event planning world. “It may seem basic, but I still have clients who push for offline forms. I still sometimes have to push it, but onsite apps are imperative. The changing nature of a speakers’ content, ability to attend, flight cancellations, family emergencies, backup speakers, etc. We need to be able to adapt and provide a seamless planning process for our attendees,” Larson said. “Attendees also want the ability to connect and interact with those they met at the conference and speakers they learned from. Apps and tech with the ability for long term interaction are a great add on.” “I like integrated digital tools that can cover lots of ground — networking, event navigation, social media, fun compo- themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2023 Tory Ondrla, CMP Conference Manager, Association of College & Research Libraries Integrating your ‘tech stack’ into one platform makes communicating with multiple audiences easier. It’s also easier to customize the experience for various sub- groups of your audience. PHOTO BY PURE LIGHT IMAGES Although having an in-person registration is important, having an option to register online is an emerging must-have in the association event planning world. 28nents. Exhibitors can play a big role in technological innovation and adoption as well,” Runyan said. “At the least, I feel like attendees and exhibitors expect an event app.” Challenges Aplenty As with any new and evolv- ing technology, the tech tools streamline the overall experi- ence for meeting planners and attendees alike, but these tech tools also come with their own set of challenges in the meetings and events space. “Controlling costs is one of our biggest challenges, as well as a strategy around how much of the event to deliver via live stream,” Ondrla said. “Virtual engagement is always a chal- lenge, too. There are so many distractions out there competing for folks’ attention and getting virtual participants interact- ing live with what’s happening on-site still feels a bit new and magical to me.” For Runyan and the Society of Petroleum Engineers, the biggest challenge surrounding today’s tech tools is cost. According to Runyan, there are many technologies that they would love to try, but they can’t afford them. Audience adoption is another challenge. These are probably the biggest challenges of any new innovation as they roll out. “I just hope that vendors will work with meeting planners to pilot technol- ogy,” said Runyan. Challenges aside, Ondrla and other association meeting planners believe that the role of tech tools within the meet- ings and events industry will remain vital as planners and attendees rely more and more on the efficiencies that result of these tech tools. “There’s no question technology is here to stay and will always be an important part of the industry,” Ondrla said. “People who come to events in person do so for the network- ing and people who participate virtually are in it primarily for the content. They are all part of your community, so the new challenge is in delivering them both a terrific experience simultaneously.” And while the world of hybrid meetings is here to stay, some of Larson’s clients are torn. She’s seen a drop in in- person attendance and that opportunity for engagement just doesn’t exist, as much as they like to think they’ve figured out ways to incorporate it. “It’s just not the same,” she said. “I do hope that inte- gration between our favorite tools continue — namely, the ability for tools to work together. I hope we event planners find ways to continue to share our favorite tools. I’m often so bogged down in planning that I don’t get to do a lot of attend- ing. I don’t get to see the new technologies that others are implementing. I often rely on my volunteers and attendees to tell me what they’re seeing at the events they frequent and determine how we can implement those in our events for the future.” Association meeting planners agree that technology has always played a big role at meetings and events and will con- tinue to do so. Runyan expects that AI will continue to evolve, and said that it will be very interesting to watch how it is used and developed. Networking and chatbots also will have an influence on the meetings arena as the more attendees use them, and the technology of this technology evolves and improves. “Gamification is also a great technology for the right audience. It added some fun and intrigue to engage attendees and incentivize participation,” Runyan said. “The companies who produce event technology need to be sure to train, retain and reward the staff who sell, produce and ser- vice the technology. In the end, most of the technologies we use are only as good as the people behind the scenes.” | AC&F | NOVEMBER 2023 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES As with any new and evolving technology, the tech tools streamline the overall experience for meeting planners and attendees alike. PHOTO BY PURE LIGHT IMAGES Leigh Ann Runyan, CMP Director, Americas Events Society of Petroleum Engineers Post-pandemic, we don’t get any requests for virtual events or for presenters to appear virtually instead of in-person. Business travel continued to increase and attendees are back in-person to network and connect. 29Next >