< PreviousA s meeting and event planners have become all too aware of in recent years, the unexpected is suddenly the only thing that business lead- ers can now expect, given the accelerating pace of change and disruption, and continu- ing advancement of new technologies and trends like automation and AI, going forward (like we point out in the new board game and training tool for meetings and events What’s the Future of…?), we won’t be dealing with “a new normal” so much as a series of next normals — each of which will only continue to come on faster in the future. With in-person events booming, hybrid meetings remain- ing on the upswing, and travel continuing to skyrocket, an environment of constant change is now the new status quo. And if you’re still doing things the so-called “way they’ve always been done before,” guess what? Odds are, they’re not the right way to be doing them. Luckily, as we share with thousands each year via key- note speeches and workshop programs such as Think Like a Futurist: How to See Tomorrow Today, you don’t have to be especially brilliant or talented to successfully navigate through all this ongoing chaos — or stay one step ahead of the curve. Better still, for industry vets who may be reel- ing after months of constant disruption, anyone can learn to more effectively spot and adapt to rising trends just by ask- ing more pointed questions and exercising a little bit more critical thinking to boot. Having spent 25 years serving as a futurist and trends expert for over 2000 of today’s largest household brands, here’s a simple three-step system that you can use to more effectively plan for whatever the future brings — and adapt to any unforeseen curveballs that it throws your way. Focus on the Future Futurism is the practice of actively contemplating future events and trends, and how they promise to impact your business — and it’s only becoming an increasingly vital skill to employ. Luckily, anyone can practice using it the same way we pros do: Just by studying the current state of the market and society, tracking emerging trends and challeng- ing yourself to think about how resulting developments might impact your organization. You can become more of an anticipatory leader by stay- ing better attuned to what’s happening in the marketplace and making a point to actively plan ahead by creating concrete action plans for addressing any scenarios that you might face. One of the easiest ways to do this is to challenge staff- ers to routinely pause and consider what’s coming next for your field — then craft sample scenarios that you and your colleagues can simulate working through to solve problems long before they ever become pressing issues. For example, simple exercises that we often use at workshops and retreats to help partners think more strategically include: Brainstorming 10 unforeseen events and happenings that might impact your business in the future and discuss- ing with peers how you might address them. For example, this might include asking yourself what if: • A resurgence in travel or health-related concerns causes event attendance to shrink, industry How Business Leaders Can Successfully Adapt to Uncertainty, Disruption BY SCOTT STEINBERG PERSPECTIVE // DepositPhotos.com New technology like AI is always in flux. It is important to stay up-to-date with the new normal when it comes to meetings and events. 10 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comcalendars to shift and available labor to become even harder to come by? • Audience spending and interest winds up pulling back in the wake of ongoing economic uncertainty? • Geopolitical upheaval causes temporary or long- term hiccups to the event or travel planning process? Thinking up 10 new trends or innovations that promise to reshape your field, and exploring which should be top of mind going forward by encouraging you to ask yourself pointed questions like: • Which areas of your business are likeliest to be impacted by these new advancements, how and when? • How are you preparing to greet these changes going forward, and where can you turn for help if needed while doing so? • What simple shifts in business or operating strategy could you make to address impending changes in the market or pivot to new audiences or spaces as needed? Engaging in these exercises — essentially playing a con- stant game of asking yourself what if? —can help you deter- mine which way the future is trending, and the best plan of action to adopt going forward. Better yet, the more you make a point to role-play through possible scenarios and exercise your problem-solving skills, the more you’ll discover that the type of critical thinking that futurists use is a skill that can be strengthened through repeated exercise. Make Strategic Planning Your Secret Weapon Planning for tomorrow not only encourages us to get in the habit of being more proactive in the face of impend- ing shifts, but also more purposeful when it comes to doing our research and making smart decisions. But perhaps best of all, it also gets us in the habit of exercising strong, but weakly held, opinions, i.e. making decisions using the best information at-hand and taking action, but not becoming so married to our strategies that we can’t change course in the face of new (or even contradictory) information and busi- ness intelligence. As you go about this process, and consider new business strategies, don’t forget to take a long-term approach to plan- ning either, and recognize that there are many ways to win in business besides boosting your company’s profits. For example: Although it may begin as a loss leader at first, if starting a new conference or event series intro- duces you to new industries or partners, or provides cru- cial business insights and learnings, it may be worth more than a short-term boost to revenues in the end. So, as you consider which business choices to pursue, don’t forget to factor in the opportunity cost associated with any decision as well. Happily, asking yourself a few simple questions can help here, such as: • Profits aside, how can you ensure you’re finding ways to win with every opportunity you pursue ? • How adaptable are the business strategies that you’re considering implementing? • How quickly can resources and learnings gar- nered from your efforts in any given area trans- late to other contexts, industries, or areas of busi- ness opportunity? Apply a Measured Approach to Advancement It pays to apply a structured approach to innovation. Not- ing this, you can get better about determining which way the wind is blowing by engaging in a few simple forward-think- ing activities that indicate how tomorrow’s world is trending. Seeing Tomorrow Today In the end, it helps to remember that getting better about planning for tomorrow isn’t necessarily about having to get better about predicting the future so much as it is about ask- ing more pointed questions. The more you stay attuned to market signals, work to weave them together to spot emerging patterns, and strive to put new ideas in motion, the more successful you’ll ulti- mately be. Better yet, the more you practice using these tal- ents, the more you’ll also find that tomorrow is often simply what you choose to make of it — and the better equipped to adapt to changing times that you’ll be. 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. You can become more of anticipatory leader just by staying better attuned to what’s happening in the marketplace. TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 11A s the Artificial Intelligence (AI) age evolves, customer service methods are also progress- ing at exponential rates. The era of wait times and generic responses from call center agents is going by the wayside. In today’s world, AI powered businesses tools are transforming the support process by providing tailored, effi- cient and scalable solutions that surpass bygone era methods. This change in customer service methodology marks a new and exciting chapter in AI-driven support services that deliver exceptional operational assistance while also ensur- ing customer satisfaction. “The evolution of customer service has transitioned from traditional call centers to digital platforms,” notes Angel Vos- sough, co-founder and CEO of BetterAI, a pioneering devel- oper of innovative AI solutions for their own enterprise, like the VinoVoss AI Sommelier, and for other businesses. “This shift in customer support is primarily driven by the integration of advanced AI-powered technologies that are upending and revolutionizing the support experience,” says Vossough, who details below how nextgen AI is offering personalized, efficient and scalable solutions that surpass conventional customer service approaches. The Rise of AI in Customer Service The journey of AI from theoretical concepts to practi- cal applications in customer service has been remarkable. In recent years, the adoption of AI tools, such as chatbots and AI-driven analytics, has surged across the service sector. These technologies are now pivotal in handling customer interactions, providing quick responses and personalizing service delivery. AI applications in customer service range from automated response systems to sophisticated analytics predicting customer preferences and behaviors. Real-World Applications of AI in Customer Service One notable example of AI’s impact on customer service is the implementation of chatbots by companies like H&M. The fashion retailer’s chatbot, powered by AI, assists cus- tomers in finding products, checking stock availability, and even offering personalized style recommendations. This not only enhances the customer experience but also frees up human agents to focus on more complex inquiries. The Role of Natural Language Processing (NLP) and Large Language Models (LLMs) Natural Language Processing (NLP), a branch of AI, focuses on the interaction between computers and human language. In customer service, NLP is used to understand, interpret and respond to customer inquiries in a natural and human-like manner. This technology powers chatbots, vir- tual assistants and AI-driven support tools, enabling them to process and respond to text and voice queries. The emergence of Large Language Models (LLMs), like GPT-4 or Mixtral, have taken NLP to the next level by gener- ating human-like text based on vast amounts of data. These models can understand context, generate coherent and rele- vant responses, and even create content in multiple languages. Applications of LLMs in customer service include con- textual understanding, writing assistance and multilingual support, further enhancing the personalization and effi- ciency of the support experience. Benefits of AI-Powered Customer Service The adoption of AI in customer service brings several advantages: • Increased Efficiency: AI tools automate routine tasks, reducing response times and allowing human agents to focus on complex issues. Unleashing Efficiency: The Impact of AI-Powered Customer Service Solutions BY MERILEE KERN PERSPECTIVE // AI should be viewed as a tool to augment human capabilities, not replace them. 12 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com• Enhanced Personalization: AI can tailor interac- tions based on customer data and previous interac- tions, leading to more personalized service. • Scalability: AI solutions can handle large volumes of inquiries simultaneously, making it easier to scale customer service operations. • Improved Accuracy: With advanced language pro- cessing capabilities, AI improves the precision of responses and reduces the risk of human error. • Challenges and Ethical Considerations: While AI-powered customer service offers numerous benefits, there are challenges and ethical consider- ations to address. • Data Privacy: Ensuring customer data is han- dled securely and in compliance with regula- tions is paramount. • Bias in AI Algorithms: AI systems must be designed and trained to avoid perpetuating biases based on factors such as race, gender or age. • Job Displacement: As AI automates certain tasks, companies must prioritize reskilling and upskilling their workforce to adapt to new roles. • Maintaining a Human Touch: AI should be viewed as a complement to human agents, not a replace- ment. Striking the right balance between automa- tion and human interaction is crucial. Collaboration Between AI and Human Agents While AI can significantly enhance the efficiency and effectiveness of customer service, it is essential to recognize the importance of collaboration between AI and human agents. AI should be viewed as a tool to augment human capabilities, not replace them. By leveraging the strengths of both AI and human agents, companies can deliver optimal customer service experiences that combine the speed and accuracy of AI with the compassion and problem-solving skills of human agents. Future Directions for AI in Customer Service The future of AI in customer service looks promising, with potential integrations of virtual and augmented real- ity to create more immersive support experiences. Leverag- ing big data, AI can offer even more personalized customer interactions, understanding needs and preferences on an unprecedented level. “As a former Network Support Engineer at the Cisco Technical Assistance Center (TAC), I witnessed firsthand the dedication and expertise of the Cisco team in deliver- ing exceptional customer support,” Vossough says. “During my tenure, the TAC team managed an extensive database of previous cases, but years ago, we lacked the direct appli- cations of AI technology available today.” Vossough adds, “The possibility of developing a Large Language Model (LLM) trained on this vast historical dataset could have revolutionized how our support services operated. Such an AI system could have analyzed patterns, identified com- mon issues, and proposed solutions with unprecedented speed and accuracy, significantly enhancing our efficiency and effectiveness. As the CEO of BetterAI, our focus is on AI-powered search and recommendation systems, and I am so excited to see how AI has the potential to help with this transformation.” AI-powered customer service represents a leap forward from traditional support models. By enhancing efficiency, personalization and scalability, AI is setting a new standard for customer interactions. However, the true potential of AI lies in its ability to complement human capabilities, offering a hybrid model where technology and humanity converge to create unparalleled service experiences. The integration of AI in customer service is not just an option, but rather a necessity for businesses aiming to thrive in an increasingly digital world. C&IT DepositPhotos.com Forbes Business Council, Newsweek Expert Forum and Rolling Stone Culture Council member MERILEE KERN, MBA, is founder, executive editor and producer of “The Luxe List,” as well as host of both the “Savvy Living” lifestyle and travel and “Savvy Ventures” business TV shows. Connect with her at TheLuxeList. com, SavvyLiving.tv, at LuxeListReports on Facebook, Twitter and Instagram, and on LinkedIn at MerileeKern. TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 13Nick Borelli, director of marketing for the facial analyt- ics company Zenus Inc., who has been in the event industry for decades, explains how facial recognition is recording and accessing databases to determine, based on AI, who a specific face is and then ties that information into another database. “The upshot of it is that, with facial recognition, you can see specific individuals and what their behaviors are at an event,” he says. “There’s some pluses to that. For instance, if you have a booth, you can see how many CEOs came to that booth, and how much time each person spent with you.” The calculation of sentiment, which his company calls “energy scores,” looks for the changes in the face during a specific time period — with the AI denoting positive facial expressions, which is accurate of up to 90 %. “We can give you metrics for return on experience in person,” Borelli says. “It’s very trackable and very clear to understand behavior.” Will Curran, who works at wearable tech company Bizzabo as the Head of Klik, spent more than 15 years as chairman of Endless Events, so he understands the meet- ing and event industry as well as anyone, and quickly saw the usefulness of facial analysis technology in driving the industry forward. “I always looked at events through a technological lens, looking for ways to make events better, using it to facilitate more engagement and everything we are looking to do as organizers,” he says. “Once the big AI push started to Tech Tools BY KEITH LORIA Using AI’s Facial Analysis for Attendee Engagement at Events Courtesy of VIBE Agency Facial recognition software can capture attendees emotions during a presentation or event in real time, which provides vital information for planners. I n a world where events strive for heightened attendee engagement, facial analysis technology has emerged as a game-changer. By decoding facial expressions, events now have the power to tailor experiences to each individual’s emotional responses in real time. EVENT TOOLS 14 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comhappen, I knew it was something that I wanted to be a part of and use data to craft better and smarter events.” He feels that meeting and event organizers have forever been using natural facial recognition means — in other words, just using their experience to see things with their own eyes and making opinions that way. “In reality, we need to be more specific than ever before, which is why this AI facial analysis data is so important,” Curran says. “It can tell us how much everyone is paying attention to the general session; are they happy? All the things we process through our eyes and brains can now be done at scale and also get the hard data.” The reason why this is so important in a 2024 world, Cur- ran says, is event organizers are becoming more valuable as part of the larger business process, par- ticularly in the marketing world. “We are at this moment in his- tory where, because of AI, content marketing is no longer as success- ful as it used to be,” Curran says. “So, the next way to engage with our prospects and our potential customers is through our events. Marketers are looking for more and more data to understand how successful they are and understand the actions taken at events. Facial analysis is providing that data to allow them to have more sophisti- cated conversations.” Matt Little, a meeting planner who has worked with several high- profile companies and events, including major Australian corporations such as Telstra, AN and Qantas, has seen first- hand how this technology has transformed the way every- one connects and collaborates. “AI’s facial analysis technology is revolutionizing the way we conduct and experience meetings,” he says. “At its core, this technology uses sophisticated algorithms to inter- pret facial expressions, providing real-time insights into participants’ emotions and engagement levels.” For instance, during virtual meetings, facial analysis can gauge whether attendees are attentive, bored or confused, allowing presenters to adjust their approach dynamically. This ensures a more responsive and engaging meeting envi- ronment, which is particularly beneficial for remote teams where non-verbal cues are harder to read. Moreover, facial analysis can enhance partici- pant interaction. “For example, in a hybrid meeting setup, where some participants are in-person and others are virtual, the tech- nology can help bridge the gap by monitoring and analyzing the reactions of all attendees,” Little says. “This creates a more inclusive atmosphere, ensuring that virtual attendees are equally heard and engaged. It’s like having a silent assis- tant that helps you understand the room better and tailor your interactions accordingly.” Therefore, AI facial analysis presents a breakthrough tool for deciphering attendee behavior and preferences, empowering planners to optimize event content and deliv- ery in real time. “By harnessing AI facial analysis, meeting planners and event professionals can gain valuable insights into attendee sentiment, enabling more personalized, educational and impactful experiences,” says Chris Piche, founder of Smarter AI, a software platform for AI cameras. The company’s AI vehicle cam- eras and computer solutions can help planners “see, listen and understand” what’s happening in the room. “As AI facial analysis capabilities continue to evolve, we anticipate even greater opportunities for enhancing attendee engagement and overall event success,” Piche says. Valerie Bihet, director of the VIBE Agency, which plans events throughout the world, first started using facial recognition software back in 2018 and found it hugely helpful for live, in-the-moment response to con- tent being presented. “Content is king in marketing, and with corporate events, the quality of the content and how well it reaches the audience adds to the entire experience,” she says. “Getting feedback from attendees after an event can be hard though, so using facial recognition on-site allows you to get an immediate summary of how people are reacting to each speaker and the content.” Additionally, knowing things in real-time allows a plan- ner to address any issues or enhance the experience so that everyone leaves with a very positive feeling about the event. “AI is very good at data analysis. It will help condense the responses faster. You can learn for next time — pivot quickly during a session or multi-day conference if there is a less than favorable reaction,” Bihet says. For instance, for two recent events in Paris and Miami, Bihet used facial recognition in conjunction with event apps to deliver on-site photography faster. “The photographer uploads all the photos they take throughout the event each day to the app,” she explains. “It then scans the photos in the pictures and matches them to each attendees’ profile they upload and they get all the pho- tos of them delivered right to their phone.” Getting feedback from attendees after an event can be hard though, so using facial recognition on- site allows you to get an immediate summary of how people are reacting. VALERIE BIHET Director, VIBE Agency TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 15Jon Morgan, CEO of Venture Smarter, has worked with meeting planners at several events and has seen the transformative power of facial analysis and technology in the industry. “With this technology, event planners can now tailor their content, speaker selection and even venue design to maximize attendee satisfaction and engagement,” he says. “For example, if the AI detects a dip in audience interest during a particular session, the event organizer can quickly pivot to a more engaging topic or adjust the presentation style to re-capture attendees’ attention.” In Action In April, Zenus was contracted in Baltimore at a show for museum operators, and facial recognition was being used by a client at their booth, as they wanted to know the effectiveness of their booth. “We find that when we deal with brands directly, they’re looking at their spend between all the places they exhibit at. They want to double down on the ones that work and they want to cut the ones that don’t,” Borelli says. “Currently, the only metric that they have in the B2B space is leads gener- ated. They might get a metric of tickets sold of that event, but that’s not really that valuable. That’s where we come in.” Zenus deploys a few different sensors in a space and can determine whether people like the messaging, can look at the average length of conversations between differ- ent booth operators, and just get an overall feel for what’s working and enticing attendees to stay. The company is also doing zone coverage at the upcoming IAE Expo, deploying sensors and looking at if there are areas that have higher amounts of traffic, dwell rates or sentiment, and can provide this data to anyone who exhibits. “If they want to go deeper and have specific sensors put in their booth for specific things that they want to track, that’s the next level,” Borelli says. There are numerous innovative and practical ways that facial recognition can be utilized to enhance and improve the experience and management of meetings and events. One simple helpful way is with automatic check-in for attendees, as this can be done instantly by simply having their face scanned, eliminating the need for manual entry processes such as showing tickets or IDs. Pre-registration also becomes easier as attendees can simply upload their photos in advance during the registration process, making the on-site check-in seam- less and efficient. Curran notes an important use is with helping to enhance security and access control, explaining facial rec- ognition can be used to control access to certain areas of the event, ensuring that only authorized individuals can enter specific zones, such as VIP lounges or backstage areas. “The technology can continuously monitor and verify attendees throughout the event, providing an additional layer of security and helping to quickly identify unauthor- ized individuals,” he says. And don’t underestimate the power of tailored interac- tions for attendees. “By recognizing attendees, event staff can offer personalized greetings and services, creating a more welcoming and customized experience,” Bihet says. “Based on facial recognition data, event organizers can provide Courtesy of Bizzabo Artificial intelligence can help planners with everything from security at an event to enhanced networking, customization and post event analysis. 16 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comtailored content or recommendations, such as suggesting sessions or activities that match an attendee’s interests.” Panos Moutafis, Ph.D., CEO and co-founder of Zenus, says networking can also be greatly improved at events with facial software doing its job. “Facial recognition can help attendees identify and connect with each other by displaying names and profiles when they approach, enhancing networking opportuni- ties,” he says. “Additionally, by integrating with smart badges or mobile apps, it can provide attendees with information about nearby participants, making it easier to initiate conversations and build connections.” While facial recognition has a lot of pluses, Borelli warns it does have negatives as well. “On an individual level, you’re being tracked and followed, and the information that is gathered about you could be tied to other databases potentially,” Borelli says. “There’s some holes in that from a privacy standpoint.” If that’s a deal-breaker for orga- nizations, he adds that they won’t get any sort of data on return- on-experience because they are unable to get traffic on those individual data points con- taining personal identifying information. After the Event Facial analysis can offer some great analytics to help meeting planners post-event. After all, the technology provides accurate data on who attended the event, session participation, and overall foot traffic, enabling detailed attendance reports. “Event organizers can analyze how long attendees stayed at specific sessions or booths, providing insights into engagement levels and interests,” Curran says. “Post-event, organizers can use the data collected to send personalized follow-up emails and marketing materials based on attend- ees’ behaviors and preferences during the event.” Also, by understanding which sessions or areas were most popular, it can help with planning future meetings, making them more successful. “We can tell you what’s working and what’s not,” Borelli says. “You want to cut a day, you want to add a day, you want to start earlier for your presentations, you want to start later, we can tell you that. We can tell you if one style of presentation has more energy and yields to more engage- ment. We can tell you which is better: a Q&A of 10 or five minutes.” And all this is done in a way that post-event sur- veys don’t necessarily provide. Learning Curve One doesn’t need to be a tech genius to utilize facial recognition; in fact, things have advanced so much in such a short period of time that practically anyone can use it as long as they have the right software. “It’s very simple with an iPhone,” Bihet says. “Pay for the license for the software to attach it to your event app. I have been using a European provider for this because it’s more cost effective for my clients and gives them all the same result.” Looking Forward Looking toward the future, the potential of AI’s facial analysis in meetings is vast. “Imagine a scenario where the technology not only tracks engagement but also offers personal- ized feedback to speakers,” Little says. “This could include tips on pacing, tone adjustments, or even suggest- ing breaks when the system detects waning interest. Plus, integrating facial analysis with other AI tools, such as natural language process- ing, could provide a holistic view of meeting dynamics, capturing both emotional and conver- sational nuances.” As an event planner, Bihet looks out for new tech to incorporate into events, as it is something she will be using more in the years ahead. “It will continue to evolve and the smart planners will stay ahead of the curve and ready to evolve along with it, and use it in ways to benefit our cli- ents,” she says. Morgan envisions this technology being integrated into virtual and hybrid events, enabling organizers to measure the emotional resonance of remote attendees and create more inclusive and immersive experiences. “Facial analysis could be used to facilitate more effective networking, pairing attendees with similar interests and preferences, and even helping to identify potential business partners or collaborators,” he says. Borelli feels for this to become more of a common thing, facial analysis must best its biggest competitor — meeting organizers’ guts. “We end up validating a lot of hypothesis that organizers have. Because they’ve worked in a vacuum of data for so long, they have gotten really good at expec- tations. But we can confirm to them if they are right or wrong,” he says. “Plus, data is often seen as, and often is, a road to more work. But this is an opportunity for improve- ment and I think more people will realize that and utilize this in the future.” C&IT By integrating with smart badges or mobile apps, [facial recognition] can provide attendees with information about nearby participants. PANOS MOUTAFIS, PH.D. CEO and co-founder, Zenus TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 17Defining ADA What You Need to Know About the Americans with Disabilities Act INDUSTRY INSIGHT BY DANIELLE LETENYEI DepositPhotos.com 18 June/July 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comWhile mobility issues are the most common disabilities, many Americans also live with hearing, vision and cognitive disabilities. For that reason, corporate meeting and event professionals must educate themselves on the needs of peo- ple with disabilities, and the laws governing inclusion, most notably the Americans with Disabilities Act [ADA]. The ADA is a federal law that protects disabled people from discrimination. It mandates that public spaces must make reasonable accommodations for individuals with dis- abilities to have equal access as everyone else. This includes meetings and events, and planners are responsible for ensur- ing their events are available and accessible to all. “People who have different abilities have every right to be able to enjoy the same facilities that everybody else does,” says Timothy Arnold, regional vice president with Hospital- ity Performance Network, HPN Global. “It’s up to us as plan- ners to make our events as inclusive as possible.” Defining ADA The ADA is a federal civil rights law originally signed into law in 1990 to prohibit discrimination based on dis- ability, similar to the Civil Rights Act, which prohibits discrimination based on race, religion, sex, national origin, sexual orientation and gender identity. The law prohibits discrimina- tion against disabled people in their jobs and other aspects of life and also sets forth standards for dis- abled persons to have fair and equal access to the same places and events. Most important for meeting plan- ners are the ADA’s Standards of Acces- sible Design, which require meetings and events to have accessible parking, venue layouts, restrooms, seating, elevators and more. Accessibility requirements even include event registration, websites, event materials and communication. ADA compliance is required in most public events, whether they are held inside or outside. For example, for a convention held at a hotel, a meeting planner should ensure that the hotel has gone above and beyond ADA guidelines so that attendees can conveniently access all convention areas. On that same note, outdoor venues should also be as acces- sible as possible for disabled people. For example, planners should ensure that the ground and paved surfaces, such as parking lots and sidewalks at an outdoor venue, are level enough for wheelchair users to move around freely. Ensuring ADA Compliance for Events There is more to ensuring an event that is ADA-compliant and accessible to all attendees than just providing adequate wheelchair access. Planners should make accommodations for attendees with disabilities other than mobility issues. Events should also be easily accessible for attendees with hearing, vision and cognitive disabilities. Arnold says planners should exceed ADA compliance requirements to ensure everyone feels included. “Every hotel is going to say, ‘We’re compliant,’ but compliant doesn’t mean inclusive,” he says. “It’s just a matter of wanting to do a little bit more, wanting to make your event just a little bit more inclusive.” Accessibility for event speakers and presenters is just as important as for attendees. This includes access to the stage, podium and microphones. Reggie Driscoll, senior meeting professional with the State Bar of Wisconsin and president of the Wisconsin Chapter of Meeting Professionals International (MPI), says he makes sure to accommodate the needs of speakers and attendees at the events he plans. “We look to have an alternative to a podium so that speak- ers can see and be seen, and we make sure that tables and microphones are set or can be set at differing heights,” he says. Here are some crucial things for planners to consider to ensure their meetings and events are ADA-compliant and accessible: Registration Accessibility and inclusion start at the beginning of an event, when attendees first register. An event’s website and social media pages should be designed to be easily accessible for people of all abilities. This can mean including text along A bout 27% of adults in the U.S. have some disability, according to the Centers for Disease Control and Prevention. That’s approximately one in four adults. REGGIE DRISCOLL Senior meeting professional, State Bar of Wisconsin, and president of the Wisconsin Chapter of Meeting Professionals International (MPI) We look to have an alternative to a podium so that speakers can see and be seen. TheMeetingMagazines.com | Corporate & Incentive Travel | June/July 2024 19Next >