< Previoushosts an annual women-in-banking conference to help level the playing field. The initiative Colorado banks are taking to recruit, promote and develop the best people within banks, including women, has made a difference, adds Muniz. Geoff Cassidy, chief revenue officer for the National Asso- ciation of Home Builders (NAHB), who leads a team that stages the annual International Builder Show (IBS), describes the power of in-person communication succinctly. “There’s no such thing as having a virtual beer.” Although he is quick to point out that he can’t take credit for originating the quote, he agrees with it. Not only is the intent of the message more clearly conveyed in-person, but the person speaking can see the hearer’s reaction immediately, and if necessary, adjust the message appropriately. The hearer can also see the speaker’s dedication, passion and commitment firsthand. And because of that human interaction, the energy in the room is completely different. People have the opportu- nity to see one another in the same space and collaborate on issues, and do things that are harder to do virtually. “There are simply things that you cannot accomplish virtu- ally or over the phone, and those things are what makes the argument for the critical nature of in-person events,” Cas- sidy continues. He definitely has enough experience to know. Until recently, he was vice president of exhibitions and meetings for NAHB, and although his title has changed, he says, “I still manage the same things I managed before, just more on top of that, but IBS is my main responsibility.” As shows, go, IBS is a monster. Held this past February in Las Vegas, there were nearly 77,000 registrants. But that’s just part of the story. Since 2014, IBS has been co-locating with the Kitchen and Bath Industry Show, making for a combined total of 2,400 companies exhibiting and over 100,000 registrants. Together, the two events used over a million net square feet of show floor, taking up almost the entire Las Vegas Convention Center, and since both shows also have outdoor exhibits, overflowing into the parking lot. In addition to the multiple aims of the co- located shows, commerce is a prime objective. “An exhibit floor and trade show component of a confer- ence isn’t something anyone has figured out how to replace digitally. We all experienced that during the pandemic. There was a great deal of effort to try to create something that would fill the gap when we couldn’t get together in person, but my impression has been that nothing has succeeded in replacing the in-person aspect of the trade show relative to product. To be able to actually put your hands on a product, see it, pick it up, heft it. Those are simply things that you cannot do virtu- ally,” he says. Demonstrating a product in person makes a difference even for something like software. Software is available for every industry, Cassidy says, and building is no exception ... software to help builders be better businessmen, manage all aspects of their work and assist with project design. “Sure,” he says, “Someone can talk a potential user through a demo over the phone, but there’s nothing quite as effective as having an expert from the software maker demonstrating it in person and giving a potential user a better idea of all that product can do.” No matter what the product is, Cassidy believes that buyers also often want to get a sense of the individual and the com- pany who’s making and selling a product, because that’s who will need to stand behind the sale. “If I just look at a website and look at products, flat imagery or even a video of that product, I don’t often have the opportu- nity to connect the dots between that product and the people who are telling me about it and pledging certain things rela- tive to it, such as warranty or service, and that’s where the in- person interaction is superior,” he says. Buyer convenience is also a significant value-added compo- themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2024 The International Builder Show and Kitchen and Bath Industry Show take over almost the entire convention center in Las Vegas yearly, drawing more than 100,000 attendees to walk the center’s hallways. PHOTO BY OSCAR EINZIG 20nent of a trade show, Cassidy adds. “You can walk three booths down and have another company show you their com- peting product.” Although NAHB and CBA’s conferences couldn’t be more disparate in size, Cassidy and Muniz strive to make their events indispens- able, and they both recognize that net- working is a critical aspect of what they are providing. IBS has such huge attendance that it’s “networking times 10,” as Cas- sidy puts it, and he and his team seek to facilitate that by making it easy for people to find others with aligned interests, and foster beneficial inter- actions. In service of that goal, they have created what they call “Centrals” — lounges dedicated to particular seg- ments of IBS, for example remodeling, custom building or multi-family build- ing and others. In conjunction with the Centrals, IBS also offers about 120 educational programs throughout the course of the three-day show fea- turing speakers in more theater-like settings, each located in close proximity to the appropriate Central. The adjacency makes it easy for those working in a par- ticular building niche to go back and forth between the educa- tional presentation and the relevant lounge where they’ll have an opportunity to not only meet others in the same segment but talk to featured speakers. The length of the show also encourages attendees to socialize after show hours, have din- ner or an actual beer . . . rather than try to attempt a virtual one. Cassidy also points out that besides the measurable ben- efits of trade shows, the whole really is greater than the sum of its parts; there’s a kind of electric energy that shows radiate, a liveliness and feeling of being where the action is. Whatever the industry, conferences and associated trade shows also engender a sense of belonging, being a part of and doing work that matters in the world. In addition to IBS, Cassidy and his team host regional and local conferences where among the goals are educa- tion and sharing best prac- tices. Both of those agenda items are also major priori- ties for Jayne Ayers, director of meetings and logistics for the Club Management Associa- tion of America (CMAA). Founded in 1927, and with 7,800 members from more than 2,600 coun- tries, golf, athletic, city, faculty, military town and yacht clubs, CMAA is the largest professional association for club management professionals. Each year, CMAA stages their World Conference with more than 4,000 attendees and over 200 exhib- iting companies. The location of the conference travels. This year, it was held in Las Vegas; next year, it will be in Tampa, and the following year in Anaheim, but it could also be held outside of the U.S. since there is a sizeable contingent of international attendees. No matter where the conference is held, education is an important component. In addition to working professionals, students are also invited to attend, and a lot of them do. “It’s the perfect opportunity for them to learn from professionals, be mentored by those with successful careers and learn about potential internships or post-graduation jobs,” Ayers explains. The most exciting part of the conference, Ayers thinks, is the “Idea Fair.” Each year, CMAA solicits proposals from its members to share insights, best practices and new concepts. From 350 to 400 submissions are vetted by CMAA, standard- ized in format, printed as posters and put up at the World Con- ference so that club professionals and students alike can study them and learn from each other. In addition to its World Conference, CMAA also hosts 25 or more topic-specific meetings around the country: Chicago, Los Angeles, Atlantic City, Milwaukee, Atlanta, Houston, Boston, Jupiter, FL and many other locations. Topics have included, among others, food and beverage management, relevant leg- islation, challenges and opportunities for general managers, communication and cybersecurity. Temptingly, CMAA has a wine society, and unsurprisingly, the wine tastings, wine pair- ings and wine blending sessions are quite popular. Who says conferences can’t be educational and . . . almost literally . . . fruitful? Cassidy, overseer of the enormous Inter- national Builders Show, sometimes wishes he could attend a pizza trade show. Guess what, they do exist! At the end of the day, networking at in-person events is not only educational and fruitful, it is important for both personal and professional growth. | AC&F | JULY 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Geoff Cassidy Chief Revenue Officer, National Association of Home Builders There’s nothing quite as effective as having an expert from the software maker demonstrating it in person and giving a potential user a better idea of all that product can do. COURTESY OF LINDSAY MUNIZ The Colorado Bankers Association hosts an annual women-in-banking conference. Getting the chance to meet in person helps people to connect and build relationships. Pictured: Conference attendees on a morning fitness walk at The Broadmoor in Colorado Springs, CO. 21INDUSTRY INSIGHT themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2024 Sponsorships The Ultimate Social Media By Maura Keller Steps to Take, Considerations to Make Walk into any conference center or tradeshow where an association’s event is being held and you’re bound to see com- pany logos printed on t-shirts, banners, placards or brochures. These themed events rely on sponsors to contribute money or other assets to event organizers in exchange for advertising and other honorable mentions. Karen Hill, MBA, DES, director of meetings, events and engagement at Barcami Lane, Inc., says sponsorships provide meetings and events with the additional revenue needed to continue to offer top-tier events, but also some of the extras (i.e., lanyards, gift bags, charging stations) that may have not been budgeted for. “Sponsorships improve the overlook, feel and experience for the attendees,” Hill says. “It provides an opportunity for a company to showcase their product or service to attendees during a dedicated time and a single space — giving the opportunity to build those connections with decision-makers.” Gail Bower, president at Bower & Co. Consulting, agrees that sponsorships provide meetings and events with a source of funding that converts what could be a lackluster activity into a profitable asset. Without corporate sponsors, few events are profitable. “Besides revenue, if designed well, sponsorships bring a marketing windfall to an event. Both the meeting or event and sponsor share a common audience and a goal to expand that audience,” Bower says. “Corporate sponsorship is only suc- cessful when these partnerships are a win-win-win, meaning in the best interests of the event or meeting, the audience of that event or meeting and the corporate partner.” As a marketing medium, companies invest to have access to the in-person and marketing audiences of that event. In return, sponsors provide a valuable activity and experience at the event, enabling them to interact face-to-face with the audi- ence and building brand equity at the same time. In her meeting planning role, Hill is seeing more compa- T here is no shortage of avenues for all types of advertising, and the same rule applies to sponsorships. From association conferences to sports teams to community events, sponsorships are an ever-present marketing opportunity. Some planners go further and say it is the ultimate social media for businesses of all sizes. Sponsorships offer a powerful platform for people to meet, connect and be part of something extraordinary, and offers planners a unique revenue opportunity to offset the costs of events. 22nies looking for a unique way to showcase their products and services to the decision-makers. “They are looking beyond just purchasing an exhibit table, consideration to sponsoring a specific meal, reception,” Hill says. “We’ve seen that sponsors are gravitating towards oppor- tunities that may provide them access to a monthly newsletter or social media post.” Today’s sponsors also are choosing opportunities that may go beyond the actual event, focusing on how they can continue that visibility before, during and after an event. Agreeing to these types of solicitations also can make sense from a strategic business perspective. Sponsoring busi- nesses recognize that an event may attract current customers, prospects or influencers, making business sense to sponsor those programs. “The sponsorship environment has evolved in recent years in several ways,” Bower says. “First, spon- sorship packages now offer a full portfolio of digital assets, addressing companies’ preference for quantitative value through impressions.” Second, as companies expand their commitment to employee wellness and engagement, to ensuring a social impact, to diversity, equity and inclusion, along with other internal drivers, many more departments and divisions are deploying sponsorship as a marketing medium. “Third, event and meeting planners face lots of competi- tion, particularly from sports and other categories,” Bower says. “Leaders must ensure that their organization offers sig- nificant value and has a high-performing team to initiate and build meaningful relationships.” Nicole Chattin, CMP, CMM, former strategic events man- ager at Critical Start in Plano, TX, further pointed out that sponsorships provide meeting planners with financial support, enabling them to enhance the attendee experience. “Sponsor- ships offer companies the opportunity for brand exposure through advertising and public relations, speaking opportuni- ties, contact with an engaged audience and access to attendee data and insights. For attendees, sponsorships may offer enhanced programming, networking and special amenities.” Sponsorship Strategies Meeting planners should take a strategic approach when identifying the best sponsorship opportunities for their meet- ings and events. As Chattin explains, it is crucial to align spon- sorship objectives with event goals and understand audience demographics. “Meeting planners should ensure sponsorship packages deliver tangible value to sponsors while enhancing the attendee experience,” she says. When determining if a sponsorship opportunity is right for an association’s event, a meeting planner should consider the following: • What does the sponsoring company stand for? Is this sponsor a good fit for our organization and its mission? • Will this person and team be a good partner for us? • Do we have sufficient value to offer to meet their business goals? • Do we have organizational competence to launch and grow a sponsorship program? • What are we doing to grow our events, meetings, mar- keting and other initiatives to always be a desirable opportunity for the corporate sector? • Does the sponsorship help the association get their message across to constituencies that are important to you? • Can it help offset meeting and event expenses? Hill also recommends planners sit down as a team and go over the previous years’ sponsorship prospectus. Determine what sold quickly, total sold and what opportunities did not sell. A brainstorming session about new ideas that the team has seen or has implemented at other events can be useful. “In some cases, we’ve also seen the higher-priced options not selling as quickly as lower-priced options,” Hill says. “Offering a wide range of priced options for sponsors to 23 JULY 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES COURTESY OF NICOLE CHATTIN Above: Critical Start hosted their Sales Kickoff event last year at the Embassy Suites By HIlton Dallas Frisco Hotel & Convention Center in Frisco, TX. They provided branded foam fingers to attendees encouraging them to “Raise Their Game.” They also branded other items, such as ice buckets (left).select from is ideal, highlighting that custom sponsorship ideas are welcome, as some sponsors may have had luck with one opportunity at an event and would like to offer for your upcoming event.” Bower adds that meeting and event planners need to cre- ate meaningful sponsorship value from their events, which ideally would always be growing or becoming more resonant for audiences. “They should not be throwing a bunch of assets together and call it a gold, silver or bronze sponsorship. These generic packages are not valuable,” Bower says. Here’s why: • Sponsorship packages are undifferentiated and put planners in the position of selling a commodity, which is not a strong position. • They cause planners to undervalue what they have to offer because they are generic and because they are not focused on what sponsors’ goals are. • They signal to a sponsor decision maker a potential lack of sophistication. • They will easily position your competition with a more strate- gic offering in a better position. • Because most event planners email these packages out with a form, this process does nothing to build or enhance your rela- tionship and can cause harm. Rather, event and meeting planners need to spend time with their spon- sors and prospective sponsors, learning about key business goals and how the sponsor will evaluate success. “With that information, the plan- ner can shape their offering to spe- cifically address what the sponsors need,” Bower says. When a meeting planner approaches a business for a sponsorship, they typi- cally require a proposal. If it is a serious opportunity, the proposal will explain the target audience, numbers, etc. The proposal should spell out the variety of ways that a company’s brand, logo and message will be deliv- ered to the target audience. When evaluating sponsorship proposals from meeting planners, many businesses conduct a SWOT analysis of the proposal — looking at the strengths, weaknesses, opportunities and threats. They examine each one of these areas carefully, so meeting planners should clearly communicate each of these in the sponsorship proposal. Also, most businesses don’t see sponsorships as a one-and- done or a stand-alone effort. They recognize the sponsorship needs to be integrated into the overall marketing and public relations efforts of a business. For many businesses, leveraging the sponsorship is the key, and it’s not just writing a check. Meeting planners also take some responsibility on their part to make the most of the sponsor- ship. They need to make sure compa- nies meet the deadlines when they need to submit their logo, promotional copy or products. Ensuring a Return on Investment In many cases, spon- sorships can be great because the promotional benefits and exposure can start before the actual association event and last long after — all of which can enhance the impact of the asso- ciations event, while also enhancing the ROI for the sponsor. Along with that, meeting planners need to help potential sponsors evalu- ate if there’s enough bang for their buck. A $5,000 contribution to an event when all a sponsor receives is their get themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2024 Having your name or brand on a backdrop for photo opps is a great branding opportunity for sponsors. Pictured: Critical Start’s Revolution Rewind disco-themed sales awards event at Hilton Dallas/ Plano Granite Park in Plano, TX this year. COURTESY OF NICOLE CHATTIN Gail S. Bower President, Bower & Co. Consulting, LLC Sponsorship is a tremendously powerful medium. I like to call it the ‘ultimate social media.’ As long as we humans like to gather, connect, play and meet companies, we will want to be part of the mix. 24their name on a t-shirt along with all the other supporters may not be worth it. If there aren’t opportunities for a business to be recognized in some very visible way — signage, for example — or opportunities to meet prospective cus- tomers or vendors, then the potential sponsor may take a pass. Components meeting planners should look to include in sponsor- ships include: • On-sight promotional oppor- tunities (signage, booth space, take-away messaging) • Off-site promotional oppor- tunities (ways to identify the business as a sponsor in their store or in their advertising) • Complimentary tickets to the event and/or a sponsor hospi- tality area (both can be used to incentivize or reward the sponsors’ best customers, vendors and employees) • An attendee contact list (to follow-up with event participants by using direct marketing to promote the business). Once it’s decided that a business wants to be a sponsor of an association’s event, meeting planners should help put metrics into place to see if the sponsor is reaching the ROI they desire. This may help solidify future sponsorships. Also be prepared to provide an attendee list to a sponsor so they can touch base with the attendees who were present. And remember that sponsorships are legal contracts, so legal counsel does need to be involved. Sponsorship mistakes that planners should avoid include not inquiring, or receiving, feedback from previous year’s sponsors. As Hill explains, it’s important to ensure their goals have been met through the opportunity they’ve selected. If the company feels they didn’t receive the return that was pro- jected, you could be looking at a company that may not return or downgrade the upcoming year’s sponsorship. “This type of feedback will help you develop the upcoming year’s sponsorship opportunities, benefits and ensure each is priced accordingly,” Hill says. Also, another common mistake as it relates to sponsorship oppor- tunities includes not evaluat- ing the feedback from the key stakeholders on the previ- ous year’s sponsorships and overall events. Also not asking questions about whether the opportunities sold were utilized, beneficial and helped improve the overall event should be avoided. “Again, gathering more informa- tion that can help improve your direc- tion for the upcoming year is impor- tant,” Hill says. Chattin has also seen meeting plan- ners have unclear communication between sponsors and planners, over- promising sponsor benefits without delivering value, and not taking demo- graphics and audience into account. Currently, Hill is seeing budgets for sponsorship increase and decrease, depending on the market. Continuing to be flex- ible and creative regarding new ideas is going to be extremely important moving forward. As Hill explains, companies and associations are looking for alternative ways to connect with the industry. For instance, sponsorship for an emerging professional’s event continues to be a top selected opportunity. “Companies want to get in front of these individuals that are newer to the field, as an oppor- tunity to influence and build that connection for potential future opportunities,” Hill says. “Additionally, you may see more interest in annual sponsorships opportunities, rather than focusing solely on single events. Consider offering an opportunity to capture the sponsor for the entire year, with the benefits of attending individual events as well.” What’s more, Chattin expects the sponsorship space will evolve with continued technological advances, like virtual reality and data analytics and with more personalized and interactive experiential moments. “And the future sponsorship space will feature more com- petition from other sponsorship-seeking entities and more selectivity from corporations,” Bower says. Also, more creativ- ity will be demanded to integrate a compelling story for the sponsor that flows across channels and through the in-person experience. “Entrepreneurial sponsorship sellers will be the biggest winners, while planners who are afraid to invest in their events and their market- ing will be lagging behind,” Bower says. “There will also be more opportunity through many more doors of a corporation. Sponsorship is a tremen- dously powerful medium. I like to call it the ‘ulti- mate social media.’ As long as we humans like to gather, connect, play and meet companies, we will want to be part of the mix.” | AC&F | JULY 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Karen Hill, MBA, DES Director of Meetings, Events and Engagement, Barcami Lane, Inc Consider offering an opportunity to capture the sponsor for the entire year, with the benefits of attending individual events as well. COURTESY OF NICOLE CHATTIN Associations can get creative with stage backdrops or any space that’s brandable. Pictured: MPI event with the Dallas/ Fort Worth chapter. 25themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2024 Waste-Free Planet The Importance of Sustainability at Events By Sara Karnish “Sustainability” is a top buzzword in the meeting and event planning industry, and with good reason. According to The State of Climate Action in Business Travel, a 2023 study conducted by the Global Business Travel Association, sustainability is front and center for business travel programs. Financing these practices are the biggest challenge. The same study reported “higher costs” ranks as the top barrier cited by buyers and sup- pliers to decarbonize their programs and operations. Although climate change is an urgent global concern being addressed on various levels and a top priority for the business travel sector, sustainability and practices around climate change is not yet a widely-adopted practice by the meeting and events industry. “Every client is a little different. For some, it’s top of mind. Others are just dipping a toe in. And others are not aware it’s even a possibility of something they should be paying attention to,” says Kaelyn Query Caldwell, MBA, founder and chief everything officer of Kentucky Event Company in Lexington, KY. Caldwell frequently educates clients about the importance of minimizing waste and being responsible global citizens. Then, when there is sufficient client buy-in, the discussion turns to what sustainable prac- tices make the most sense for them. “We’ll weave it into their events where we can. It’s A s organizations of all kinds continue to address issues around climate change, venues and meeting planners are doing their part to help event attendees be good to the planet. 26 INDUSTRY INSIGHTnot cheap to be sustainable — it’s an expensive practice,” she says. “Not every client is willing to dedicate the budget needed.” For her repeat clients, Caldwell says, her team works these practices into their event little by little and expand where pos- sible. It’s easier to start from the beginning with a new client or one that hasn’t started their planning yet. “When the budget is met and the details are taken care of, it’s tougher to include [sustainability] when everything is already in place,” she says. Reducing or eliminating as much waste as possible has always been preferable; however, COVID caused organizations of all kinds to take a closer look at how they stage gatherings and determine where they can cut back. “There’s been this ‘waste-free’ buzz for the last six-plus years, but with COVID and the supply chain issues so many of us experienced, people started paying much closer attention to what they’re spending and how they’re sourcing,” Caldwell says. She points out even the most eco-conscious event gener- ates some amount of waste; now, there is just more awareness and organizations are more intentional in their planning. “Events by nature are very wasteful,” Caldwell says. “It costs a little more money to produce a little- or no-waste event. Our company tracks the amount of food we’ve re-homed or been able to donate to shelters or local nonprofits, and the amount of aluminum we’ve been able to keep out of landfills is kind of mind-blowing.” Even a mid-level company like hers has been able to keep a tremendous amount of waste out of local landfills. Intentional planning, engaged partners committed to recycling and reus- ing, and clients dedicated to being good environmental stew- ards make this possible. Justine Broughal, managing partner of Greater Good Events and Together Events in Queens, NY, has more clients inter- ested in implementing sustainable practices where possible. “It’s definitely something people are looking for more now than they have in the past,” she says. There’s a range of what people are willing to do — anything from reducing waste to finding ways to get rid of the extra food at the end of an event, to booking a venue that’s LEED-certified, though there aren’t 27 JULY 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES PHOTO COURTESY OF GAZALA URADNIK Above/left: Opting out of using table linens is an easy way for planners to be sustainable at any event. Pictured: Seattle 2030 District’s 2023 Gala.many of these venues. Part of Greater Good Events’ company philosophy is to work with clients who share their vision of meaningful impact and minimal waste, with a more holistic approach to sustainability. “We follow the United Nations’ definition of ‘sustainabil- ity’— social, environmental and economic — to guide our work and vendor sourcing,” Broughal says. “We want to be thought- ful about the environmental and social impact [of what we do]. One thing is to have a set of values that you use in your everyday programming, and then our clients are interested in implementing these things in their events and conferences.” Developing the right partnerships and working with ven- dors whose values and mission align with the companies’ vision is key when implementing sustainable practices at various levels. A critical piece of executing a ‘sustainable’ event is making thoughtful choices. “It’s important for companies to think about the values they use every day and bring them into their events,” Broughal says. “In the industry, it’s all about the partners you have — planning partners, catering partners and finding partners who share your values.” Planners should include venue representatives in these conversations and draw on their knowledge and ideas. There may be more options than they might think. Older venues may not meet the criteria for LEED certification, but some imple- ment other sustainability efforts. Broughal mentions the Brooklyn Grange, an older struc- ture that likely wouldn’t meet the LEED vendor certification standards, but boasts one of the leading rooftop farming and intensive green roofing businesses in the U.S. Event planners and local businesses have made liberal use of the crops grown on the Grange’s roof. “They have high standards for the vendors they work with. The connection between vendor and caterer is really impor- tant — when they have a setup that’s friendly for caterers, that helps in sustainability efforts,” says Broughal. When client and planner are on the same page, they should spread the word to all involved. “If you’re going to implement sustainable practices, clearly communicate it to everyone in the organization,” says Gazala Uradnik, founder of GFS Events in Seattle, WA. “For instance, if you’re not using plastic water bottles, make it clear that people can bring their own reusable bottles. It creates a ripple effect — let people know, and they’ll get on the train of wanting to be more sustainable.” Small Measures Make a Big Impact Even small steps can make a huge difference. Two of the biggest elements — venue and catering — are among the easiest “first steps” a planner can take toward a more environmentally friendly event. “The connection between the venue and caterer is really important,” Broughal says. Talk to the catering manager about options. For instance, put together a plant-based menu. Broughal calls this a viable choice for a few reasons — namely, it’s typically cheaper than one consisting heavily of meat, and it’s easily adaptable for any dietary or food allergy concerns. Food and beverage are among the biggest expenses for cli- ents and largest source of waste at events. Venues have taken a closer look at economically- and environmentally-friendly ways to discard uneaten or unused food. “Pay attention to over-ordering,” Caldwell says. “Pay atten- tion to food rescue — some venues have a food rescue service. There are a lot of nonprofits who will work with venues. We’ve worked with community gardens who might take it for com- posting or to use in their gardens. Having that plan in place ahead of time is great.” Broughal is fortunate to be based in New York City, where some organizations will accept food donations, or ‘rescue cui- sine.’ “It has to be food that’s actually left over, was refrigerated and prepared using proper food safety practices,” she says. Additionally, planners should look at earth-friendly alter- natives to cutlery and linens. Rather than single-use plastic utensils, they should use reusable cutlery or items made from biodegradable materials. They should also opt out of using table linens, or find creative ways to dress a table with less décor or more earth-friendly elements. themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESJULY 2024 Planners can avoid over-ordering and work with venues with a food rescue service that will resuse food waste, such as taking unused items to a community garden for composting. DEPOSITPHOTOS.COM 28Kerry Shanahan, fundraising and special events producer at GFS Events, says their team spends time finding ways to reduce food waste for their clients. “One company in our area will pick up meals not used within a cer- tain window of time and give them to a homeless shelter. It reduced waste and filled a huge gap in our commu- nity,” she says. Shanahan notes venues will toss unused or uneaten food out after only a few hours, so pickup time to get the unused meals to the shelter is essential. “We try to make sure any meals not used are not tossed,” Uradnik says. “We’ve already signed waivers saying we’ll get rid of the food after events.” Shanahan adds it can be difficult to esti- mate the meal count due to more peo- ple registering later. By working closely with the vendors and caterers, GFS Events can keep a close eye on registrations and come up with a reasonable estimate of meals. “We do factor in a certain percentage of no-shows, so it’s something we factor in to save our clients some of that money and reduce some of the waste,” Shanahan says. In the true spirit of partnerships, Caldwell says municipali- ties must be committed to any sustainability plans they have so venues can then fully execute theirs. “The city has to have a plan in place for recycling and pickup. A venue can recycle all day long, but if the city doesn’t have a dedicated recycling program, it doesn’t mat- ter,” she says. It comes down to planners developing protocols for an event and working with the venue to get rid of the waste afterward. “We’ve worked with private refuse companies. We’ll work it into the total cost of the event. We try to work with a lot of vendors who are zero-waste or check that box of being green. We work with a lot of venues saying it’s ‘waste free,’ and we’ll tell them ‘here’s the plan, here’s what we’re doing,’” Caldwell says. There are more venues devel- oping sustainability practices, but there is still more work to be done on municipal levels. “The city I live in was working hard toward this. We have to get multiple businesses, venues and caterers on board with this in order to make a recycling or ‘going green’ plan happen,” Caldwell adds.. Reducing Costs and Amount of Waste Look for areas where something can be eliminated, Broughal suggests. Swag is one example. “There are other ways to create meaningful experiences besides swag bags. Make thoughtful choices with it — ask yourself, ‘what’s the purpose of this?’” She suggests one easy way to start “going green” is to have a plastic-free event across mul- tiple areas, such as utensils, water bottles and swag. “It might prompt clients to think before they commit to a certain type of swag and ask themselves, ‘What’s the more sustainable option?’ I urge clients to ask themselves, ‘Where are the biggest areas where we can cut back — food, paper/signage?’ Invest in those areas and build on it,” Broughal says. Caldwell, too, has urged clients to shift their focus when it comes to swag and freebies. “I try to encourage them to make sure any swag is a multi-use item — not something they may or may not use once, then toss it,” she says. “Or, it should be something made from recycled materials or can be used again.” More swag means higher shipping costs, as well. “Gifting is an easy spot to pay attention to — be really meaning- ful and mindful there,” Caldwell says. Another big trend is digital marketing and less printed material. “One big thing we’re seeing is getting away from paper if at all possible,” Uradnik says. Thanks to COVID, people are very adept at scanning QR codes. Planners have embraced them. Attendees can scan it on their phones to access the event pro- gram, agenda, speaker bios, map of the venue, landing page to make donations and more. “It [QR codes] doesn’t happen at every event, but we are seeing more of it,” Uradnik says. With organizations keeping an eye on printing costs — as well as the items left behind on tables, floors and ultimately thrown away — many planners have turned to digital LED signage and market- ing rather than printing hard copy materials. “Printing is never going to go away entirely, but if you have to print something, do you need one for everyone?” Caldwell says. “Or, print on recycled paper. Invest in signage with no date so you can reuse it year after year.” For planners looking to connect with other like-minded vendors, Caldwell has found Members United for Sustainable Events (MUSE) helpful. “They do a great job of connecting partners — caterers, event producers and production compa- nies in the U.S. and adjacent — who have this joint mission of sustainable events.” Besides networking and referrals, MUSE offers training and education to businesses about how they can be waste- free. “They’ve been a great resource for us and others,” Caldwell says. | AC&F | JULY 2024 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Planners can encourage attendees to use reusable cups, like these from Washington Wildlife Recreation Coalition’s 2021 Fundraiser. Kerry Shanahan Fundraising and Special Events Producer, GFS Events One company in our area will pick up meals not used within a certain window of time and give them to a homeless shelter. It reduced waste and filled a huge gap in our community. COURTESY OF GAZALA URADNIK 29Next >