< PreviousI t’s a good time to be a MICE industry leader, as both in-person and hybrid events continue to remain on the rise. Organizations increasingly welcome team mem- bers back to the office and work to equip them with the skills that they need to thrive in fast-changing business environments. But with attendees’ attention spans con- tinuing to shrink in a growingly frenetic and volatile business world, event organizers must rethink event programs and for- mats to be more attention-grabbing and engaging to match. As a futurist and keynote speaker who trains thousands of executives to adapt to change and emerging trends, I’ve noticed things moving in a counterintuitive direction lately. Case in point: We’re being booked to give longer and longer programs with each passing month, with most sessions aver- aging 90-180 minutes in length these days (vs. 30- to 60-min- ute programs in the pre-pandemic era). In What’s the Future of? — a new series of board games and training activities for events — much of this discon- nect seems to do with trying to balance the need for greater learning and insight with rigid content formats. In other words: Well-meaning meeting planners typi- cally want to provide attendees as much training and edu- cation as possible in the time alotted. However, they’re often beholden to fit educational programs into traditional con- tent tracks, such as keynote speeches, breakouts and train- ing workshops — and assume more time to present leads to greater knowledge transfer. But as our teaching and training system POP FUTURE (free to download and designed to make business topics and trends easier to discuss and digest) reminds, the key to boosting learning and retention has never been to expound at greater length on topics. Rather, it’s always been to find new and novel ways to make subjects more relatable to attendees … and to boost audience interest and engagement. Noting this, if you want to better connect with your target audience when designing event content programs, the key is to think about how you can get to the point faster — and tweak each session to be more exciting, impactful and interactive. Following, you’ll find half a dozen inventive approaches to redesigning and crafting meeting and conference sessions that can help your programs and sessions be more interactive and hands-on, and can better stand out from the pack. Note: They’re just a few of many ways that meeting and events pros can get more creative while still coloring within the lines when it comes to reimagining common event formats. Micro-Tracks and Mini-Conferences: Consider carving out time during a conference or event to run a concurrent track (or series of concurrent tracks) of one to three hours of time in length filled with bite-sized learning sessions (think 15- to 20-minute talks) that are hyper-focused on a trending topic, i.e. cybersecurity, blockchain or the future of finance. You can even build in badges, certificates or awards to reward audience members for attendance, and allow them to hop between these mini-conference tracks to personalize learning paths and build specialization. Peer Review Panels: Don’t underestimate the power of gamification (game-based learning) to help boost audience participation and involvement. Case in point: One simple way to make events more engaging is to ask groups of attend- ees to present ideas, design new concepts, and/or solve real-world problems as part of an entrepreneurial competi- tion that comes with small prizes and awards attached. But How to Design More Interactive, Engaging Events BY SCOTT STEINBERG PERSPECTIVE // If you want to better connect with your target audience when designing event content programs, the key is to think about how you can get to the point faster. 10 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comConsumer Technology Association (CTA)® rather than just stop there, you’ll also want to invite either (a) colleagues from throughout the organization (b) industry thought leaders or (c) folks from other fields, such as the world of startups or academia, to critique, vote for winners and give participants feedback. Randomized Expert Talks : Who says what you see on the meeting agenda has to be what you get — especially if you have the opportunity to add an extra surprise guest, or can play pass-the-microphone from time to time? A great way to quickly source multiple perspectives on a topic is to start a discussion or presentation on a subject hosted by one com- mentator then drawing names randomly (whether from pre- selected individuals or any of your audience members) every 5-10 minutes and inviting those selected to come up to pick up the conversation thread where it left off. Variable Subjects : Another fun way to randomize discus- sions while maximizing impact is to structure a talk around a specific, broad topic (i.e. the future of work, diversity and inclusion, etc.). Afterwards, you’ll want to set a timer for, say, 10 or 15 minutes. Each time the buzzer goes off, the speaker must vary the subject of their presentation while still sticking to the broader theme. For example, in the case of the future of work, conversation might flow from how to adapt to vari- able working schedules to how to redesign your workplace to accommodate hybrid operations, to how to connect with customers when most interactions now happen virtually. Quick-Hit Innovation Programs: Give meeting partici- pants a problem to solve that’s grounded in real-world challenges your business faces, allotting them no more than 90 minutes to rise to the challenge. Groups of attendees should be broken into tables for the exercise and assigned a facilitator who can ask smart questions and keep con- versation flowing. Facilitators can also be swapped every 20 to 30 minutes to keep things more interesting. Want to really spice things up? You can also pop in every so often and announce a new challenge (i.e. a new COVID variant has delayed your return to office, rising geopolitical vola- tility just put the squeeze on your supply chain, etc.) that participants have to adapt to. Turning the Tables Challenges : Divide meeting partici- pants into teams and ask them: If you were a competitor, what would you do to outperform, outmaneuver and out- compete our business? Then switch things back around and ask contributors: What can we do to keep rivals from apply- ing these strategies to our detriment? Putting yourselves in a rivals’ shoes can be a hugely powerful way to see where your organization’s strengths and weaknesses currently lie. As you can see, there are many ways to rethink traditional event formats to be more interactive. Likewise, there are just as many ways to make content more engaging to your attendees just by repackaging and representing it in new formats. Long story short: A little imagination can go a long way towards helping you craft more memorable programs, and helping get any messages or insights that you’d like to share across. C&IT Hailed as the World’s Leading Business Strategist, award-winning professional speaker, man- agement consultant and business strategist SCOTT STEINBERG is the creator of “What’s the Future of…?” — a new series of board games that can teach anyone to be more creative, innovative and resilient. Among today’s best-known trends experts and futurists, he’s been a strategic adviser to over 2000 brands, and is the bestselling author of “The New Rules of Business Development,” “Think Like a Futurist” and “Make Change Work for You.” He is also the president and CEO of BIZDEV: The International Association for Business Development and Strategic Partnerships™, his website is FuturistsSpeakers.com. CES’ C Space provides an innovative platform where leading brands, advertisers, media and content creators from around the globe meet to make deals and showcase tech shaping the industry. TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 11YOUR NEXT MEETING JUST LANDED IN TULUM. Give your attendees the experience of paradise in this Mexican oasis. Sunny days lie ahead for meeting planners in Tulum, Mexico, thanks to the new Felipe Carrillo Puerto International Airport (TQO). In addition to the Cancún International Airport (CUN), travel to beautiful Tulum and its premier resort destinations is now even more accessible. Conrad Tulum Riviera Maya, MexicoHilton Tulum Riviera Maya All-Inclusive Resort, MexicoConrad Tulum Riviera Maya, Mexico A NATURAL BEAUTY This sparkling city located on the southeastern tip of Mexico is ready to welcome you. Creating spectacular meeting backdrops, Tulum boasts turquoise waters, white beaches, and revered seaside Mayan ruins. Crystalline cenotes, along with other attractions and excursions, like day trips to Sian Ka’an Biosphere Reserve, await. The Biosphere Reserve hosts intimate tours for conference goers that provide rare access to the region’s spectacular wildlife and Mayan ruins. Another highlight at the Reserve is floating down an ancient Mayan canal once used as a trading route. With your memorable Tulum backdrop in place, two Hilton hotel brands, Conrad Tulum Riviera Maya and Hilton Tulum Riviera Maya All-Inclusive Resort, welcome attendees and accommodate your meeting with style and ease. Each are a short distance from one another on the same gated property. CONRAD TULUM RIVIERA MAYA Discreetly tucked into mangrove forests alongside the coast, Conrad Tulum Riviera Maya marries Tulum’s natural ambience with regional, sophisticated influences. Behind the open-air lobby’s magnificent carved doors, reflective pools lined with palm trees flow to an infinity pool and swimmer-friendly waters. Mayan-inspired artifacts and custom natural art enhance public spaces and guest rooms, providing a true sense of place and comfort. With upscale amenities at every turn, there’s something for everyone who seeks a luxury experience, including five pools, and 11 restaurants with menus creatively presented and made with wholesome, indigenous ingredients. Each of our 241 rooms and suites comes elegantly appointed and with a private ocean or resort view, perfect for your VIPs. HILTON TULUM RIVIERA MAYA ALL-INCLUSIVE RESORT Only a short golf cart or van drive away, the Hilton Tulum Riviera Maya All-Inclusive Resort is an eco-chic oasis, brimming with amenities. One price covers everything at this all-inclusive, including accommodations, food, entertainment and activities. There are 735 rooms and suites with private balconies and oceanfront or resort views, 13 restaurants and bars, and nine pools. All are just steps away from a secluded bay that feels like a natural sanctuary and private beach. MOTTO BY HILTON TULUM Perhaps you or your attendees want to extend your stay after your meeting. Our nearby Motto by Hilton Tulum is the perfect place for a getaway if you need to unplug for a few days on your own. Where local flair is appreciated and celebrated, this unique hotel delivers authentic designs and experiences with locally curated food and beverage options, and two rooftop pools. You will find Motto by Hilton Tulum nestled in Hunab Lifestyle Center, a lively shopping and dining destination. Learn more about our hotels in Tulum at hilton.com © 2023 Hilton MEETING IN THE MANGROVES Both properties share the only dedicated event center in Tulum. This 50,000-square-foot center located at Conrad Tulum Riviera Maya includes: • Tulkal , the main ballroom with 31,000 square feet of flexible space • Tulkalito, our junior ballroom accommodates 900 attendees and can be divided or used as a prefunction space for larger events in Tulkal • Four meeting rooms, each with 581 square feet, for smaller meetings or breakout sessions • Terraza Coba , a covered terrace for starlight receptionsDavid Whitaker, president & CEO of Greater Miami Convention & Visitors Bureau, says he’s encouraged by “the level of interest, leads and RFPs being generated and the confirmations received so far in 2024.” He adds, “For the current fiscal year, we’re pacing ahead of our goal to secure future major citywide conventions for the Miami Beach Convention Center. Most encouraging is the expanded interest in hosting international meetings and capital- izing on our gateway status — especially with key Latin American markets.” One of last year’s hallmarks was an unprecedented demand in leisure travel, making it hard at times for groups to get the places and spaces they wanted. Whitaker says that’s dissipated in Miami. “The ‘log jam’ that was created with the high level of leisure travel has worked itself out as we, and others, get back to a more normal cadence of lead generation and rate stability.” That said, he notes that the “new normal” for the indus- try remains “the incredibly short-term nature of opportuni- ties and expectations.” One focus for Whitaker and the GMCVB is maintaining the highest level of customer service, which he calls both a primary opportunity and primary challenge. Introducing or reintroducing planners to the renovated and expanded CVB Showcase BY CHRISTINE LOOMIS Meet the CVBs Elevating Events Photo by Julienne Schaer / NYC & Company O urs is a fast-paced industry. Cities and regions across the country are ever evolving, expanding, preserving and upgrading. Hotels are newly built or renovated, new venues open and major development projects break ground. What’s happening in your favorite U.S. destinations? CVB execs are happy to tell you. Although the past few years have been challenging on a number of fronts, CVB CEOs are optimistic about the future. INDUSTRY INSIGHT New York City is seeing a 97% recovery rate compared to pre-pandemic numbers. While they’re seeing shorter booking windows, the city is well equipped to accommodate groups with various timelines and needs. 14 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comconvention center, and incorporating and expanding technology are front and center for the GMCVB team. The one thing Whittaker would like planners to know: “Our culture is built on a customer-first approach, grounded in creativity and flexibility — and quite frankly, it’s also our greatest strength.” As for his best advice for planners, “Take nothing for granted!” Michael Heckman, president and CEO of Houston First Corporation, agrees that things are looking good. “So far, 2024 is shaping up exceptionally well,” he says. “We’re pleased with our early sales figures. Hotel performance continues to trend in the right direction. We had several exceptional major events to start the year, including a couple of large-scale conventions and the College Football Playoff championship in early January.” And he’s seeing business travel continue to improve alongside growth in leisure travel. “Based on how we fin- ished 2023 and the trajectory we’re on, this is exactly what I expected,” he adds. But challenges remain. “For a destination like ours that gets a significant number of international travelers, the visa backlog continues to be an issue, though the federal govern- ment appears to be making headway there,” he notes. Worker issues remain, too. “We hear from our partners and industry stakeholders how hard it is to find and keep talent — whether in the hotel space, restaurants or other businesses … Our industry has to do a better job of position- ing the value proposition we offer and the opportunities for building a career, not just getting a job.” Then there’s the proverbial elephant in the room — or sky. “I’m also concerned about problems on the horizon in air travel,” Heckman says. “The issues we’re seeing in plane manufacturing will cause delivery delays just as airlines are phasing out older aircraft. There are personnel concerns as well as folks retiring. These are significant headwinds the industry will need to figure out to maintain and grow capacity to meet demand.” When it comes to the meetings industry as a whole, however, Heckman is upbeat. “Our industry has shown incredible resiliency and flexibility in recent years. The pandemic made clear that people want to meet in person. To meet that demand — giving travelers and meeting plan- ners what they want — our industry has exhibited a willing- ness to rapidly change and evolve. I’m proud of what we’ve done as a sector to adjust and continue to deliver.” As for Houston itself, he says clients are often surprised by the city. “The walkability of our convention campus provides increased opportunities for networking, reduces transportation costs and directly connects with our broader sustainability initiatives. They’re also usually surprised by our abundance of green space, which doesn’t square with their image of Houston, so that’s a good thing.” To planners, Heckman says, “A really transparent, open dialogue between destinations and clients emerged during the pandemic out of necessity. Those conversations helped us solve unique and challenging situations. Just because the pandemic is behind us doesn’t mean we can’t continue that level of direct communication. There are a lot more short- term requests these days and effective, open dialogue will help us get to the finish line.” Deana Ivey, president & CEO of Nashville Convention & Visitors Corp, says they’re continuing to see incremen- tal growth. “There’s been an uptick in business travel, and international travel continues to gain momentum for Nashville. We’re still seeing a lot of short-term bookings, but we now have additional availability with a surge of hotel rooms coming online and the fact that leisure travel has normalized.” Looking ahead, Ivey says Nashville is on track for a record-breaking year. And though the city still feels residual effects of the pandemic, there’s light ahead. “We anticipate a full recovery by 2025 compared to 2019.” What planners should know, Ivey notes, is that the Music City brand is authentic. “More music is created, written, produced and performed here than anywhere in the world. Visitors come here to experience music along with art, culture, sports and the amazing culinary scene.” By the end of 2027, she continues, “we’ll become a premium destination for major events when Nashville’s state-of-the-art domed stadium and East Bank develop- ment complex open. Mega concerts and special events will take place year-round. We’ll be able to accommodate larger convention groups in the downtown campus. Nashville is poised for continued growth.” The big news at New York City Tourism & Conventions Courtesy of Visit Milwaukee Milwaukee, WI, offers a vibrant waterfront city center for meetings. Opening this month, their Baird Center (formerly Wisconsin Center) will double the convention center space to more than 1.3 million sf. TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 15is that president & CEO Fred Dixon leaves in June to head up Brand USA, the nation’s DMO. Before going, he gave us his insights on the state of NYC Tourism, which is experi- encing another year of growth. “This year, we’re projecting a total of 64.8M travelers — 51.5M domestic and 13.3M international — which would mark a 97% recovery of 2019 benchmark visitation,” Dixon says. “Business travel accounts for approximately 20% of all visits to New York City annually, and in 2024, we are expecting 12.6M business travelers.” Like other destinations, NYC is still seeing shorter booking windows. However, Dixon says, “We actually view it as an opportunity; we’re well equipped to accom- modate groups with various timelines and needs. With over 121,000 rooms in active inventory and about 10,000 more planned over the next two to three years, we have an incredible variety of hotel and venue product for groups of all sizes and types.” Dixon says two primary challenges are “inflationary pressure at home and abroad, as well as lingering visa wait times in some markets.” But he points out that the city can meet any planner need, including budget options, thanks to a diverse product mix. “Our Convention Development team is dedicated to finding creative solutions for business plan- ners’ event needs in New York City, whether they require budget-friendly options, sustainable practices, unique acti- vations or assistance overcoming obstacles such as dates and space. Whatever the task, our team is ready to support.” He lists assistance with public transportation, an accessibility guide, the NYC Delegate Pass and a dedicated promo code among the tools available to planners to help them meet whatever their needs may be. All in all, Dixon believes the travel, meetings and hospitality industries are strong and time has shown that face-to-face meet- ings are not going anywhere. “The travel industry continues to benefit from strong and grow- ing demand. Travel remains a top priority among consumers, and our data shows that travel demand to NYC is continuing to increase in 2024 and beyond. Face-to-face meetings, trade shows, conferences, conventions and exhibitions continue to provide undeniable value for businesses and inspira- tion for employees.” Not surprising, his top advice to planners is to leverage the resources and expertise of local DMOs. “Utilizing these services not only enhances your event’s quality but also makes sure your event supports the local economy, creating a win-win scenario for everyone involved.” Across the country on the Pacific Coast, San Francisco is on track with forecasts but down in some key areas as the specter of the pandemic still negatively impacts today’s business. “While we expect to see growth in transient visi- tation and overall visitor spending, our citywide events are below their historical impact,” says Scott Beck, president & CEO of San Francisco Travel Association. “The dimin- ished impact of meetings and conventions is the direct impact of being unable to sell Moscone Center for two years dur- ing the pandemic.” Beck acknowledges that leisure travel demand has increased but says that hasn’t been a problem. “The strength of the leisure market is never a problem, only a manage- ment issue. Unlike some of our peer cities, we didn’t see leisure travel impacting business travel last year. Business travel hasn’t yet returned to pre-pandemic levels due to the slow return to the office in San Francisco, but it continues to grow. The booking window for business travel continues to be short, and the booking window for events at Moscone Center is shorter than in the past — around three years compared to over five years pre-pandemic. However, the booking window for self-contained meetings at venues other than Moscone Center has returned to normal, which Courtesy of the Greater Miami Convention & Visitors Bureau Miami’s sandy beaches and wonderful weather continue to draw groups to its South Florida shore year-round. “We often say that San Francisco meets you where you are. Attendees can connect to San Francisco’s spirit of innovation through its people, food, art and natural beauty. SCOTT BECK President & CEO San Francisco Travel Association 16 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com Meet us in paradise GULF SHORES & ORANGE BEACH TOURISM Alabama’s White-Sand Beaches Fill your next meeting or conference with marvelous memories. We’ll elevate your event with Gulf breezes, Southern hospitality, fabulous food, awesome attractions, and—of course—white-sand beaches. FIND OUT MORE AT ALBEACHES.CO/MEETINGS | 888.421.8715Meet us in paradise GULF SHORES & ORANGE BEACH TOURISM Alabama’s White-Sand Beaches Fill your next meeting or conference with marvelous memories. We’ll elevate your event with Gulf breezes, Southern hospitality, fabulous food, awesome attractions, and—of course—white-sand beaches. FIND OUT MORE AT ALBEACHES.CO/MEETINGS | 888.421.8715has trended to be shorter overall.” There are other residual shifts from the pandemic that also affect meetings. “For urban destinations, the impact of hybrid or remote work environments continues to have the largest impact of any post-pandemic or industry shift. In addition, the linger- ing impact of organizations being asked to do more with less staff, budget and resources has clearly impacted the recovery of the meetings and convention industry. While the fears around inflation have diminished, increased costs of doing business are also impacting our ability to meet the demands of our clients. Greater creativity, collaboration and efficiency are necessary to be successful and provide more value to planners, attendees and travelers.” While some negative narratives continue, San Francisco Travel has experienced great success with its Ambassador program. “One of the initiatives most valued by our custom- ers is the city’s Welcome Ambassador program,” Beck says. “These very visible Welcome Ambassadors are posted on streets in key convention and tourism areas to greet visitors and provide directions or other assistance. They provide a sense of welcome and immediately give our visitors a sense of place, enabling a much deeper connec- tion with our vibrant neighborhoods and iconic natural points of interest.” Among the trends Beck sees in the industry is a con- tinued emphasis on sustainability, a trend San Francisco is well suited to support. “This is important for the entire industry, as we must do our part as stewards of the natural environment to ensure the well-being of future genera- tions,” he says. “San Francisco continues to be a national leader in sustainability, and is the only city in the world to have achieved the most advanced LEED Platinum certifica- tion for its convention center and airport.” In addition to sustainability, he’s also seeing increased emphasis on DEI and well-being. Beck wants planners to understand and make use of San Francisco’s unique assets and San Francisco Travel’s resources. He says, “We often say that San Francisco meets you where you are. Attendees can connect to San Fran- cisco’s spirit of innovation through its people, food, art and natural beauty. This city of 49 square miles continues to have an outsized impact on the world. There’s a reason so much of what has transformed the world started here! San Francisco Travel offers a wide range of services to support Courtesy of Gulf Shores & Orange Beach Tourism (Above) The laidback vibe of Gulf Shores and Orange Beach in Alabama make for a great location for events. Pictured: The Lodge at Gulf State Park, a Hilton Hotel. (Left) Staff shortages, higher costs and an increase in hybrid meetings has affected business travel in San Francisco. But this has caused the CVB to get creative and look to new ways to offer assistance to planners. Jason Doiy Photography 18 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com Following a $200M modernization, Memphis’ Renasant Convention Center is open and ready to host your group for boutique, affordable meetings featuring flexible space, natural light and Mississippi River views . . . all in the legendary home of blues, soul and rock ‘n’ roll. CENTERS OF EXCELLENCE EXHIBITOR MAGAZINE, 2021–2023 BEST CONVENTION CENTER SMART MEETINGS, 2022–2023 BEST CUSTOMER SERVICE & ON-SITE SUPPORT EXHIBITOR MAGAZINE, 2022Following a $200M modernization, Memphis’ Renasant Convention Center is open and ready to host your group for boutique, affordable meetings featuring flexible space, natural light and Mississippi River views . . . all in the legendary home of blues, soul and rock ‘n’ roll. CENTERS OF EXCELLENCE EXHIBITOR MAGAZINE, 2021–2023 BEST CONVENTION CENTER SMART MEETINGS, 2022–2023 BEST CUSTOMER SERVICE & ON-SITE SUPPORT EXHIBITOR MAGAZINE, 2022Next >