< Previousindustry. It gives you cred- ibility and is considered a badge of excellence in the events industry. Often, it is the differentiator when selecting a candidate for planner or higher-level positions. The CMM, or certified meeting manager designation, is also widely recognized and important for those looking for direc- tor and leadership roles in the industry.” The meetings and events industry is always changing so continuing education helps meeting professionals not only stay current, but also continue to evolve and elevate their skills and programs. After completing her associate’s degree in meeting and event Management from Madison Area Technical College, Huber joined the workforce for various state-based companies, working the required 36 months to apply for the CMP exam. “The hands-on experience is cru- cial to learning the ins and outs of the industry. I’ve had my CMP for 15 years and it has helped me in every job along the way, from the initial application stage to my day-to-day work and communication with ven- dors,” Huber says. According to Lenny Talarico, CSEP, CHE and CEO of Lenny Talarico Events, certifications in the events industry can certainly provide ben- efits, and while not necessary to be successful in securing work, they do communicate one’s professional cred- ibility by instilling confidence in cli- ents, employers and partners. “They [certifications] provide a structured framework of knowledge, skills and best practices within a shared community of industry special- ists,” Talarico says. There are numerous certifica- tions in all aspects of every industry. Certifications best suited will always be dependent upon one’s specific area of focus. Personally, Talarico is both a (CSEP) — Certified Special Events Profes- sional, which focuses on proficiency in all aspects of special event planning and execution and a (CHE) Certified Hospitality Edu- cator, a certification for post-secondary instructors who teach hospitality. In Talarico’s opinion, most notably in meetings and events are the Certi- fied Meeting Professional (CMP): a globally recog- nized certification that demonstrates competence in meeting, convention and exhibition manage- ment. The Certified Profes- sional in Catering & Events (CPCE), and not to forget our colleagues in the world of Destination Management (DMCP), are other noteworthy designations. Also, growing in this new era of the rapidly evolving landscape of virtual and hybrid events is the Digital Event Strategist (DES). “There is a famous proverb which states, ‘be not afraid of growing slowly; be afraid of only standing still,’” Talarico says. “Continuing education helps you to stay abreast of industry trends, evolving technologies and best practices. Personally, I could be the poster child for professional development. Nothing from my formal educa- tion or previous career was geared towards working in meetings and events. When I started in this indus- try, I chose to obtain certifications to deepen my understanding and to evolve alongside the changing landscape of meetings and events.” For planners who are searching for solid continuing education opportunities, Jordan says versatility is key in the meeting planning profession, and he believes continuing education allows a planner to bolster their expertise in areas where they might not feel as confident, but it also gives them the chance to excel in the areas or aspects of the job they’re passionate about. “We all have certain work-related tasks or functions we’d rather avoid, and they’re different for everyone, so It demonstrates that you have the knowledge and perform at the highest level of our industry. It gives you credibility and is considered a badge of excellence in the events industry. ALISON HUBER, CMP, Senior Manager, Travel and Events Baker Tilly Courtesy Photo Events like Global DMC Partners Connections provide continuing education credits which are necessary for certification. 38 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.commy advice for continuing education is to lean into your strengths,” Jordan says. “Use continuing education to ele- vate what you already do well.” Talarico adds that engaging with a network of profes- sionals through industry associations offers the optimal path for advancing your career by connecting you with spe- cialized ongoing education opportunities within the field. Attending local, national or international conferences not only provides exposure to thought leaders but also signifi- cantly contributes to a broader understanding of the indus- try from various perspectives. “Living and working solely in the bubble of your local community isn’t the most progres- sive approach to expand your body of knowl- edge,” Talarico says. Steps to Take Before jumping on the continuing educa- tion bandwagon, some considerations should be made, including: thor- oughly analyze your situ- ation and set clear goals — ask yourself why you feel certification train- ing is needed, what your desired outcomes are in terms of your career focus and what are the resulting benefits to you, your company and your clients; look for courses with a lot of interaction and practice built into the curriculum; weigh the pros and cons of different formats — onsite, customized, online or public. Talarico recommends seeking out training organiza- tions that provide flexibility to accommodate busy sched- ules and offer a diverse range of topics to cater to dif- ferent professional interests and career paths. Things to consider include: • Relevance to current industry trends and chal- lenges, such as sustainability, technology integra- tion and crisis management. • Recognition and accreditation from reputable organizations and industry bodies. • Practical application and hands-on experience to enhance problem-solving skills and real- world implementation. Huber adds that meeting and events planners should look for areas of interest and those where you could use a better base of knowledge. Industry associations have been Huber’s best place to find the education she has needed. “Personally, MPI has been my go-to because of their pres- ence in Wisconsin, but you may find your home in PCMA, FICP, or any of the other options in the industry,” Huber says. “Consider national conferences if you can, too. Because of the size and budget of those programs, there are more learning opportunities and sometimes higher levels of presenters to learn from.” What’s Next? Jordan stresses that certifications are not only here to stay, but are likely to become even more integral to the meeting and event plan- ning profession. He expects that we will likely continue to see the rise of micro-credential- ing, which will allow for specialization in virtually every aspect of meeting and event planning. “This evolution in continuing education means that we will be able to adapt more swiftly and effectively to indus- try shifts and the evolv- ing needs of our profes- sion,” Jordan says. Talarico believes cer- tifications will continue to be an important facet of the industry in the future. They provide vali- dation of one’s expertise, demonstrating a commitment to excellence and adherence to industry standards. They enhance professional credibil- ity and instill confidence in clients, employers and partners. “As the events landscape undergoes transformations, such as the rise of virtual and hybrid events, certifications will adapt to encompass these change,” Talarico says. “They continue to serve as a mark of expertise and adapt- ability, offering professionals a competitive edge in an increasingly dynamic industry.” Meeting & Event Planning Certifications & Designations Today’s meeting certifications programs are far more learner centered, innovative and relevant to immediate meeting planner and company needs than ever before. No longer simply a chance to renew an individual’s knowledge base, certification programs are increasingly used as strate- gic tools for companies and their employees to stay ahead of the game. At the same time, these programs also have been undergoing profound changes — resulting in a wealth of training options. C&IT CMP: Certified Meeting Professional CMM: Certificate in Meeting Management CMMM: Certified Medical Meeting Manager CAE: Certified Association Executive CDME: Certified Destination Marketing Executive CEM: Certified Exhibition Manager CGMP: Certified Government Meeting Professional CHA: Certified Hotel Administrator CHSE: Certified Hospitality Sales Executive CHME: Certified Hospitality Marketing Executive CITE: Certified Incentive Travel Executive CPCE: Certified Professional Catering Executive CSEP: Certified Special Event Professional CSP: Certified Speaking Professional DMCP: Destination Management Certified Professional Meetings & Events Alphabet Soup TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 39These must have mobile apps are becoming main- stream tools that attendees and event planners have come to rely on for a state-of-the-art experience for events, both large and small. With the help of these event apps attendees can easily access event schedules, speaker biographies, networking opportuni- ties and much more. Kayman Nixon, a creative event planner with Verde Events, an events management firm in Chicago, IL, is seeing mobile apps used in a signifi- cant number of meetings and confer- ences today. As she explains, mobile apps provide a seamless and simple way for attendees to access all rele- vant information — from their unique schedules to speaker information to venue wayfinding. “The scale and scope of mobile apps are really only limited by clients and the time that planners are willing to put into it,” Nixon says. Nixon believes a major update to the attendee experience comes from the interactivity of today’s mobile event apps. In addition to displaying a plethora of information, apps allow users to interact with each other in real time. “We can offer in-app messaging, live Q&A sessions or get to-the-second feedback with live polling. An event app also helps to break down the barrier between attendees and presenters to make meetings and conferences more meaningful and engaging,” Nixon says. On the planner side, apps allow for planners to react to real-time changes that are happening onsite. Nixon has seen situations where, for example, a conference room is suddenly unavailable due to technical difficulties, and within the app they can both dynamically change the location of that session for the attendees and share a push notification with any updates. “These apps help to provide a smooth experience so that attendees can focus on the content they are at the event for,” Nixon says. From an interactive perspective, today’s mobile apps provide fantastic ways of boosting engagement during meetings and events. Post-session surveys also are a great way to get an immediate snapshot of feedback for a session to help inform future decisions for if similar topics would be of interest in the future or if participants would like more information or follow up from a session. “The mobile apps are also help- ful in sharing documents, hand- outs and helpful information for participants of a session while sav- ing on the time and hassle of print- ing materials for each participant,” Nixon says. “Not only does this help to provide a seamless experience, it also helps to pro- mote sustainability by minimizing waste.” Andrew Roby, meet- ing planner and event producer at Andrew Roby Events in Wash- ington D.C., agrees that event apps are on a steady incline within the event industry aiding event planners and their clients to execute events with more data and awareness. He points out that roughly 83% of event organizers are using mobile applications in some capacity. With the introduction of AI, the technology capabilities will only increase as we learn more ways to use such tech to benefit events. “Mobile apps bring more accessibility into the hands of attendees. It decreases the volume of emails and phone calls event organizers may receive with questions that can be readily answered with an event app,” Roby says. “It also aides attendees in customizing their event experience by Continuous Connections BY CHLOE LABELLE Must-Have Mobile Apps TECH TOOLS It decreases the volume of emails and phone calls event organizers may receive with questions that can be readily answered with an event app. ANDREW ROBY Meeting Planner & Event Producer Andrew Roby Events I n today’s corporate meeting and event landscape, the use of mobile apps — such as event registration, customized agendas and real-time notifications — is enhancing the way attendees experience events. 40 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comorganizing individual calendars based on the activities they want to do at your event. It increases intentional network- ing by playing matchmaker for the people you have been waiting to connect with.” Roby further points out that the beauty of mobile apps is how customizable they are to a company’s event needs. Many people use them for polls and surveys, but they have been developed for much more. “Event apps have the ability to help attendees find their community at large events. They offer event organizers real-time analytics to make critical on-the-spot decisions to improve the event experience,” Roby says. “Apps can create audience engagement by allowing attendees to pres- ent questions live and then have them decide on which is the most pressing they want to hear about. It is also ben- eficial to sponsors who may want to share more in-depth information about their products or services and even offer incentives.” For Pat Schaumann, CMP, CSEP, DMCP, HMCC, presi- dent and director of Schaumann Consulting Group LLC in St. Louis, MO, mobile apps have become critical tools within the meetings and events industry, especially in the context of remote work, hybrid events and the ongoing emphasis on safety and contactless encounters. “Mobile apps have revolutionized the meeting and event experience, enhancing engagement, convenience and per- sonalization. They are reshaping attendee interactions with personalized agendas, enhanced networking, real-time updates and interactive features,” Schaumann says. “Mobile apps bridge the gap between technology and user experi- ence, enhancing engagement and transforming events into memorable, dynamic experiences.” DepositPhotos.com TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 41An Evolution of Sorts Technological advancements are continuing within the corporate meeting industry and the evolution of mobile apps is no exception. In recent years, the modifications to mobile apps has been awe-inspiring as these tools evolve to reflect exactly what attendees need. Quite simply, today’s mobile apps are mere shadows of their former selves, espe- cially those introduced even three or four years ago. As Nixon explains, apps have become more user friendly from the planner perspective. In addition, app hosting platforms now have such detailed information on how to set up the app, onsite management, troubleshooting resources and oftentimes offer in-person support at events. “With app development being more accessible for the planners, we are able to ensure that the prod- uct that we are putting out to the attendees is exactly what the cli- ent is looking for to maximize the quality of the attendee experi- ence,” Nixon says. Roby points out that the meeting and events indus- try started with the need to print every single thing — crushing any desire for sustain- ability. As mobile apps developed, many planners used them to showcase speakers, agendas and sponsors. And as these apps further evolved, integration possibilities began to expand. “Even with integration, this was primarily on a closed system so while an all-in-one platform was great, it did not talk to other systems however,” Roby says. “As technol- ogy continued, we gained the opportunity for tech stacks, allowing the ability to integrate new tools with existing systems. In today’s environment, exhibitors have more visibility with lead generation and data insights. Artificial intelligence is helping attendees have a more personal- ized experience by recommending sessions that will give them the greatest return on investment. Event organizers can reward attendees by creating a little competition via gamification. The mobile app has come a mighty long way over the years.” What Today’s Attendees Expect Not surprising, mobile app innovations have signifi- cantly captured the attention of meeting attendees by enhancing their overall event experience in various ways. Primarily, attendees are provided innovative agenda man- agement opportunities. “Apps provide attendees with the session schedule, speaker profiles and detailed agendas — allowing them to plan their itinerary and prioritize sessions of interest,” Schaumann says. And as network- ing is often a key component of corporate gatherings, mobile apps can help facilitate networking opportunities by enabling attendees to create profiles and connect with other participants. “They can schedule one-on-one meetings or group discussions,” Schaumann says. Also features like in-app messaging and discussion forums can further help attendees make meaningful connections in order to collaborate before, during and after an event. Of course, the interac- tive content component of mobile apps is a game changer for many attend- ees who are interested in live polls, Q&A session, surveys and even gamifi- cation features. “Attendees can par- ticipate in discussions, ask questions to speak- ers, provide feedback, and compete in chal- lenges or contests, enhancing their overall engagement and participation,” Schaumann says. And while attendees certainly benefit from what mobile event apps offer, exhibitors and sponsors also find these apps to be helpful in engaging with attendees. They can provide detailed information about their products, services and booth location. “At trade shows, for example, attendees can easily navi- gate the exhibition floor, schedule meetings with exhibitors and access exclusive offers or promotions, maximizing their interaction with sponsors and vendors,” Schaumann says. Being “in the know” is also top of mind for many event attendees. Today’s mobile apps allow for real-time updates and alerts. As Schaumann further points out, push noti- fications, SMS alerts and in-app notifications ensure that attendees stay informed and engaged throughout the event. Finally, apps can service as the central point for attend- ees to access event-related content, including videos, hand- outs, PowerPoint slides, etc. “Attendees can easily access resources directly from the app, eliminating the need for printed materials,” Schaumann says. And in our sustainability-focused busi- ness culture, this is paramount for many attendees. DepositPhotos.com 42 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comMaking the Best Use of Apps A significant part of the equation of incorporating apps into events really comes from client buy-in. That’s why Nixon says planners should communicate the benefits of using apps to their clients and sell them on the ease and accessibility of incorporating an app into their events. Where websites are oftentimes more global, featuring general information for attendees, apps are much more personalized and require the client and the planner to be in lockstep with crafting the exact desired experience. “So, if planners are able to communicate the importance of elevating their events through a more personalized expe- rience, they should be able to get the approval for moving forward with an app,” Nixon says. She recently worked with a client on an event that had a very dynamic schedule featuring several different registra- tion types, individualized pop-up meetings, overlapping breakouts, a showcase, and attendees staying at multiple hotels. Through work that Nixon was able to put into the app both ahead of time and on-site, she was able to wrangle all of these factors together. “The ability of apps to segment attendees, their schedules and their notifications down to an individual level helped to make all of this pos- sible and provided a coherent and consistent experience for all attend- ees,” Nixon says. It’s also imperative that meeting professionals research and select a meeting app that aligns with the event goals, budget and attendee demographics. Consider factors such as ease of use, customization options, integration capabilities, customer support and scalability. Schaumann recommends meeting planners go so far as to conduct surveys or interviews to understand the prefer- ences and needs of your attendees regarding event technol- ogy. “Identify pain points or areas where a meeting app can add value and address those needs through app features and functionality,” she says. Once an app has been selected, encourage attendees to download and engage with the meeting app well in advance of the event. Promote the app through email communica- tions, social media channels, event website and registration materials. And be sure to highlight key features and ben- efits to incentivize early adoption. “It’s really important to define key performance indi- cators (KPIs) to measure the success of the meeting app implementation,” Schaumann says. “Track metrics such as app downloads, user engagement, session attendance, net- working interactions and attendee satisfaction to evaluate the impact of the app on the event.” Mobile App Development As is the case with most technology these days, Nixon is curious as to how AI integrations will impact mobile app development for events. She believes AI could end up being a major time-saver for planners when it comes to taking relevant information from a client and applying it to an app. “However, I think putting apps together requires time and attention to detail, so planners will have to be sure to have a strong system of checks and balances to ensure that the information provided in the app is still personalized and up to their standards,” Nixon says. Schaumann also believes that mobile technology will continue to shape the meetings industry. “The future of meeting and event apps holds exciting possibilities as technology continues to advance and shape the way we plan, manage and experience events,” says Schaumann. We may see such things as the integration of virtual and hybrid event elements, integration with wear- able devices, predictive analytics and insights, and even augmented real- ity (AR) enhancements. “Meeting and event apps also will incorporate sus- tainability features to promote eco-friendly practices and reduce environmental impact,” Schaumann says. “This includes features such as digital agendas and handouts, car- bon footprint calculators, sustain- able transportation options and waste reduction initiatives, aligning with the growing demand for sustainable events.” Roby stresses that all event and meeting professionals should be using some sort of event or mobile app to help streamline the planning process. “The use of technology to simplify the workload is something we can all see as a huge benefit,” he says. “It also allows us to work collectively in a collaborative environment without the need to physically be present.” He sees the future of the mobile app industry looking promising to the meetings industry. “I look forward to the day when we can see speakers projected from our phones via hologram if we are sitting in the back of the room,” Roby says. “I believe the more we share with tech developers our needs, the more data they have to continue to grow the capabilities within a mobile app. I just hope we do not become so reliant on our phones that we forget to live in the moment.” C&IT Mobile apps bridge the gap between technology and user experience, enhancing engagement and transforming events into memorable, dynamic experiences. PAT SCHAUMANN, CMP President & Director Schaumann Consulting Group LLC TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 43But that concept means different things to different people. For some, wellness refers to improving one’s mind- set, generally by focusing on meditation, getting outdoors or taking time for reflection. For others, the term equates to going for a run or a session at the gym, where frustrations can be taken out on a heavy bag. However people choose to work on their wellness, there’s an increased appreciation for it. Meetings are no exception to this new lifestyle. Planners optimize the attendee experience by adding activity options, adjusting food and even meeting structures to boost mental and physical health. “Traditionally, meetings were primarily about achiev- ing business goals but there’s been a shift toward pro- viding environments that support attendees’ overall well-being,” says Jessica Montefusco, chief experience officer, Wicked Event Design. “We are more conscious of the fact that when people feel good physically and mentally, they’re more likely to be engaged and produc- tive during meetings, while creativity and participation are also improved.” Additionally, meeting attendees are onboard, says David Stevens, co-founder, Olympian Meeting, and host of “Return on Wellness,” a YouTube webcast focused on the ROI of bringing wellness into events. “When events add wellness elements, they see higher survey scores, knowl- edge retention and overall attendee satisfaction.” Relax & Recharge BY RAYNA KATZ Incorporating Wellness into Meetings Courtesy of Laurie Sharp Planners can limit liability by utilizing in-house wellness instructors who should already be covered by insurance. A s the industry and the nation continue to recover from the COVID pandemic and record- breaking inflation while grappling with worldwide turmoil, wellness is crucial. EVENT WELLNESS 44 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comMind Over Matter Mental health is especially important for meeting attendees while they are soaking in new information, and there is a variety of ways to address it. Meeting planner Laurie Sharp, principal, SharpEXP, who specializes in technology company meetings and events, is a believer in sound baths — or meditations involving sound waves — for groups that have extra time and space to devote to mental wellness. But for others there’s yoga or even “short bursts of meditation, which can be done anywhere with headphones,” if ambient noise is an issue, she notes. An often emphasized objective of mental health activities is ‘mindful- ness,’ or being acutely aware of one’s self and surroundings. For some meeting attendees, when they hear “mindfulness,” they hear “medi- tation,” and that can intimidate people, but they’re overthinking it, Stevens contends. “Some people fear that they’re supposed to have some profound experience every time they meditate, and that’s not what it’s about.” Instead, EMA offers “mindfulness sessions” where attendees may do breathing work and they receive meet- ing-related questions to consider, Stevens says. “For exam- ple, we’ll ask, ‘What is something that you remember about the meeting yesterday that you’re going to take with you?’ or ‘What do you want to accomplish today?’ Taking the time to stop and think through those questions shifts your focus for the day.” That shift can make the difference between a pro- ductive meeting and one where someone just showed up, says Stevens. “Most people don’t set an objective for attending a meeting; they go just because they have to or they want to be there. But if someone comes into a meeting with a goal then their choices will support that goal.” A focus on mental well- ness at meetings also makes sense because attendees need mental boosts for a break from the education. Last year, says Monte- fusco, “During a summer meeting in Las Vegas for 40 human resources execu- tives from various companies, we offered a wellness lounge that was open throughout the meeting and we provided relaxed seating, dim lighting and calming music. It was designated a ‘quiet area’ where attendees could escape from the meeting. The lounge’s sponsor gave away branded resistance brands to keep the wellness momentum going after the meeting.” Planning such an offering isn’t a one-off for Wicked Event Design, she notes. “We’ve been incorporating ele- ments like oxygen bars or infused waters, adding something that creates an environment for attend- ees to step away from the hustle of a meeting and decompress.” Brain Food As most people know by now, the type of food we eat can impact energy and overall well-being, mak- ing the food and beverage element of events especially important. Foods we consume also can impact concentration. Keeping all of that in mind, some meeting planners are laser focused on the food & beverage served at events. “When we look at menus,” says Stevens, “we think about whether there are walnuts, which are great for brain health; blueberries and dark chocolate, which have great antioxi- dants; and what kind of fish is being served. Salmon is more nutritionally dense than other fish and it contains omega-3 fatty acids, which help brain function.” For some groups, Stevens even stipulates in the request for proposal that if a hotel doesn’t have healthy snacks, Event Marketing Authority can bring its own, to be served along- side the other dishes. That measure doesn’t spike labor costs as Stevens and his team set-up the items them- selves. It’s not always easy to get such a measure approved, Providing healthy snacks may impact alertness and focus during meetings. When people feel good physically and mentally, they’re more likely to be engaged and productive during meetings. JESSICA MONTEFUSCO Chief Experience Officer, Wicked Event Design TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 45but Stevens says, “I usually get some pushback and then it goes up the chain and gets approved once I ask for macro- nutrients of the exciting breaks. They almost never offer anything that provides enough protein.” However, he also likes to serve a range of fare in case people want to indulge or they just want to have choices, which in and of itself allows attendees to be mindful. “You want to give people agency around food so you’re not just serving grilled chicken and a salad and forcing them to eat it. You can serve barbecue ribs too, and you can present a fruit salad as well as cook- ies. Give people the opportunity to make those choices.” Some health-conscious attendees even bring their own foods. “But that’s not how it’s supposed to be,” Stevens asserts. “After all, we don’t ask attend- ees to bring their own chairs.” Getting Physical When it comes to physical activity, Montefusco often plans walks, such as the one now being developed for 65 customers and employees of a security company meeting headed to Orlando this month. It will be led by executives, and the planning team comes on the journey too, she says. “We, as event planners, can engage with attendees by walking with them, which is a less formal environment, and hear feedback,” she says. “We’ve heard everything from, ‘Dietary restrictions weren’t accommodated at breakfast’ to ‘we really wanted to attend a certain session, that was only offered once but it sold out. Then we look into whether we can duplicate, or record, the session.” Montefusco and her team enjoy getting the feedback, she insists. “We really want attendees to have a great experience.” To that end, she’s also pleased that walks are usually led by CEOs, giving attendees valuable face time with the company’s leaders. “It’s more casual than being together in the meeting rooms, and that helps build relationships.” For her part, whether offering men- tal activity, physical workouts or more, Sharp starts the planning process by including in the online registra- tion a drop-down menu of choices that might include a 5K (gener- ally for larger groups), a dance class, a hike or a host of other options. “Wellness is very personal, it’s kind of like religion,” she says, “and what works for one person might not for someone else. So, we need to ask attendees what they like to do and what they want. Because if you design wellness offerings and no one partakes in them, you’re not doing yourself any favors.” Building Human Connections Event Marketing Authority tweaked old meeting for- mats to make meetings less about being busy and soaking up knowledge and more about building community, accord- DepositPhotos.com Combining a networking opportunity with physical activity, like walking, will increase wellness and the likelihood the interaction will be remembered. Wellness is very personal, it’s kind of like religion. What works for one person might not for someone else. LAURIE SHARP Principal, SharpEXP 46 April 2024 | Corporate & Incentive Travel | TheMeetingMagazines.coming to Stevens. For starters, the company cut in half the length of its clients’ education sessions, Stevens says. “Our sessions are 30 minutes long now instead of an hour. Speakers initially pushed back but when they pre- sented they realized they’d been including fluff.” Next, he adjusted meeting agendas to push back start times for education and physical activity sessions by an hour to 90 minutes. “We took those steps so people could connect with each other instead of just getting bombarded with information.” Connections made dur- ing wellness events are particularly strong, notes Sharp. “If you do a wellness activity together it’s a more casual conversation than in the confines of a meet- ing so it’s completely dif- ferent. An attendee might remember a meeting goer from a walk, sound bath or meditation session, which will be a more profound memory — that hopefully is centered around your brand — than sitting next to someone in a breakout session with whom you may not have even spoken.” Networking during wellness activities also fosters stron- ger connections than those made during cocktail recep- tions, Sharp says. “In a sound bath or a high-impact work- out, there are no badges, it’s usually in the morning and when women don’t have make up on. People are casual so it breaks down a lot of barriers. People aren’t wondering “is this a prospect? Someone else I should meet?’ It becomes just an activity partner.” Finding Skilled Practitioners Like building any other part of a meeting or incentive program’s agenda, meeting planners have to find the right people for the job. It can be particularly difficult with well- ness offerings, but there are strategies to it. “The safest ways to do it would be either to ask your hotel partner, because a lot of times hotels have a spa or some sort of wellness activities in-house, so then those instructors have been vetted and planners know they’re covered by insurance, so we don’t have to concern ourselves with risk and liability,” advises Sharp. She continues, “If a hotel or other venue a planner is working with doesn’t have someone appropriate on staff, the planner could ask the hotel if they know of someone nearby who is a responsible practitioner. The other way, and I have done it, is to go to a local CrossFit or yoga studio and tell them you’re looking to hire someone; and tell them what fee you can offer.” Sharp admits, “There’s less risk if you go through your hotel partner, because you don’t know if a contractor will show up on time, if they’ll be prepared, etc. But if you go to a very established studio within your meeting city or des- tination, you’re probably pretty safe. And come with a brief that clearly states what you want, just as you’d do when hiring any vendor.” The process doesn’t have to be costly either, she notes. “If you’re going to a local studio, an instructor there may want to earn some extra dol- lars for the week. It’s not that expensive.” Another approach both to saving money and to finding someone who knows the group, she notes, is checking if any attendees have a side hustle or hobby teaching fitness. For Wicked Event Design’s group that met in Las Vegas last summer, Montefusco simply leveraged the hotel’s existing fitness classes, she says. “The resort pro- vided Yoga, HIIT, aerobics and Zumba on a rotating basis so we were able to take advantage of this offering and book space for our group to participate, with different options offered each day. Positive Feedback Planners report receiving nothing but rave reviews for meetings when wellness was on the agenda. “The first time I incorporated wellness, it was reflected in our survey scores immediately; the net promoter score was a 9.4 out of 10,” says Stevens. Adds Sharp, “Every metric went up, NPS, attendee satisfaction and on surveys we’ve gotten comments like “I wouldn’t normally do something like this, but I went and I met these people that I wouldn’t have otherwise so it was really uplifting. It was a great way to start the day and to refresh my body and my mind before heading to what could be intense meetings.” The wellness activities also created buzz at the event, Montefusco says, building enthusiasm for both the present event and the future iterations. “The post-event feedback we’ve received indicates that attendees were really excited about the wellness elements we offered. They constantly talked about it.” C&IT While arranging for the wellness of meeting attendees, it’s important that meeting planners seek out wellness for themselves too. “In order to take care of others, taking care of our physical and mental health, first and foremost, is very important,” says Laurie Sharp, principal, Sharp- EXP. “Some of us are people pleasers, we want to take care of others, and we forget that taking care of ourselves first is really paramount.” That’s not just lip service. “ If you take care of yourself, you’re more capable of taking care of others and ensuring you’re producing an event that appeals to the attendees,” says Sharp. Wellness for Planners TheMeetingMagazines.com | Corporate & Incentive Travel | April 2024 47Next >