the evolving reality of meetings and hospitality: a deep dive into hospitality and meeting industry...
TRANSCRIPT
#MPIMICHAPTER
The Evolving Reality of Meetings and Hospitality
Dan BergerSocial TablesDecember 7, 2016
A deep dive into meeting design and other industry trends
Audience-Presenter Agreement
● Questions are welcome any time.
● Find me on social media: @danberger #MPIMIChapter
● Take as many photos and share as you please.
● You’re free to leave any time.
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Who Am I?
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I am a participant.
I am a planner.
I am a supplier.
Over 1.5 billion sq. ft. of event space
Over 1.3 million events created
Over 150 million attendees impacted
4,300 customers
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I am a participant.
I am a planner.
I am a believer.
I am a supplier.
A world where face-to-face events achieve great things.
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● A Briefer on Meeting Design a. Define meeting design and explain why it’s important to our
profession.b. Learn frameworks to evaluate your current programs.c. Apply new design concepts to transform your experiences.
● A Glimpse Into the Future of Events and Hospitalitya. Visit predictions that will impact our meetings in 2026
2 in 1
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A Briefer on Meeting Design
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Design tellsa story.
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Design sends a message.
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Design changes behavior.
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“If you don’t think about design,someone will think about design for you.”
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● The meaning of “meeting design” is not agreed upon.
● The term “meeting design” is not widely used.
● There is a lack of popularly accepted frameworks and tools.
The Problem with Meeting Design
MPI report on Meeting Design, 2013
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Meeting Design is Everything and Everywhere
● The design of the organization’s overall event strategy.
● The design of your meeting’s theme.
● The design of the attendee journey.
● The design of the program.
● The design of each breakout room.
● The design of each tabletop.
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How do you define meeting design?
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“The purposeful shaping of both the form and the content of a meeting to deliver on crucial business objectives.”MPI report on Meeting Design, 2013
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Manage
Comm.
Plan
Source
Strategize
Data
Mission
TechnologyTech
nolog
yProject
Management
SchedulingTransportation Housing
Surveys
Badges, Check-in, etc
Marketing
Design
Reg Social
Reports
Measure
Logistics
The Meeting Planning Process Pyramid
(c) Social Tables, 2014-2016
Site Selection
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The Opportunity of Meeting Design
“[Meeting design presents] one of the
few opportunities to enable meeting
professionals to do more with less...
to reduce costs and increase value.”
MPI report on Meeting Design, 2013
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The Urgency for Meeting Design
Automation Outsourcing Expectations Competition
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“The meetings manager is now far more than an event planner. She now plays a strategic role in the livelihood of the organization, bolstering its current conferences and other events while finding ways to innovate future ones.
Say hello to the new strategic meetings manager.”
2014
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The Tools
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1. Identify your stakeholders.
2. Map out their influence and interest.
Sta
keho
lder
Ana
lysi
s
Source: http://ctb.ku.edu/en/table-of-contents/participation/encouraging-involvement/identify-stakeholders/main
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Pur
pose
Iden
tific
atio
n
Source: Marriott’s Meeting Imagined
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1. Identify attendee persona.
2. Simulate their experience from cradle to grave or survey them.
Extending
Exiting
Engaging
Experiencing
Entering
Arriving
Anticipating
Attracting
AnnouncingJo
urne
y M
appi
ng
Source: The 8 Phases of a Successful Event, Maritz
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Setting Up a Design Intervention
1. Select a stakeholder (e.g. client).2. Translate stakeholder’s needs into objectives (e.g. connection =>
networking)3. Select a phase (e.g. before, during, or after)4. Select a classification and element...
a. Programmatic - Destination, agenda, time...b. Conceptual - Format, room layout...c. Human - Facilitators, entertainers, emcees, speakers...d. Artistic - Color, decor...e. Technical - A/V, staging, furniture...
5. Develop design interventions.
MPI report on Meeting Design, 2013; The Meeting Architect’s Manifesto; Social Tables
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● Need: Reconnect with old friends.
● Objective: Network
● Phase: During
● Classification: Programmatic
● Element: Initial introductions
● Intervention: Place old yearbooks at each table
Example: Attending a wedding as a childhood friend
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Alternatives and Innovation in Room Layouts
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“Room set is extremely important to the success of a meeting, and a serious responsibility for the meeting professional to manage.
- Convention Industry Council Manual
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The Form:The General Session
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Best Practices for the General Session
Flar
ed A
isle
s
Access Lanes
Long Side Setup
Angled Seats
Curved Rows
45° Aisl
e
Source: Radde, Paul. Seating Matters.
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The Form:Open Spaces
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“Spaces designed to promote
communication increase the likelihood of
collisions... more collisions create
positive outcomes.”
C2 Montreal (Arsenal)
Source: Workspaces That Move People, Harvard Business Review
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The Key Elements of Successful Communication
1. Exploration - Interacting with people in many other social groups.
2. Engagement - Interacting with people within your social group.
3. Energy - Interacting with more people overall.
Source: Workspaces That Move People, Harvard Business Review
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PCMA Convening Leaders 2014 (Navy Pier, Chicago)
Functional Art Installations
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Booths as Art Installations
Freeman booth at IAEE Expo! Expo! 2014
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Booths as Museum Exhibits
@danberger | #MPIMICHAPTERSapphire Now (Orange County Convention Center, Orlando)
The Downtown
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Innovation Zones
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The Campus
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One Takeaway
“If you don’t think about design,
someone will think about design
for you.”
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Reflections on Technology’s Impact
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open_discussionHow has technology changed meetings and events since you first started working in the industry?
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11 ways technology has changed meetings and events.
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Information Symmetry
Planners rely on their networks and online
research to learn about destinations before
speaking to sales reps.
Information Asymmetry
Planners used to rely on hotel sales
professionals for research and information.
Pre-Event: Destination Sourcing
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Pre-Event: Event Marketing
Permission Marketing
Marketers deliver anticipated, personal, and
relevant messages to people who actually want
to get them thanks to new advertising
technology.
Traditional Marketing
Marketers used to buy email lists, mail
invitations, and add everyone to their
newsletters.
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Pre-Event: Networking
Online
Participants have access to fellow attendees and
technology matches people thanks to
algorithms.
On Site
People let serendipity and networking sessions
do all of the work.
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An Afterthought
There was no real software built for planners or
event goers.
Integrated
Planners think about what objectives they are
trying to achieve and use the technology that fits
best.
Pre-Event: Technology
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Online Collaboration
Information is centralized online for efficient
stakeholder communication.
Offline Redundancy
Back-and-forth calls, emails, and faxes to
coordinate events and communicate changes.
Pre-Event: Working Together
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During-Event: Educating Attendees
Participants
Speakers have a dialogue with participants. They
use technology to engage them and apply adult
learning best practices.
Attendees
Presenters spoke at attendees.
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During-Event: Physically Attending
Attending in the Flesh
The only way to attend an event was to
physically be there.
Virtual Attendance
Live-streaming is free and is used to build future
attendance.
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During-Event: Disseminating Information
The Mobile App
Real-time information is distributed digitally
through an app, social, and email.
The Event Guide
Information, including the schedule and attendee
list, was distributed through physical collateral.
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Continuous and Regular Feedback
Attendees provide feedback real-time through
social media channels/surveys and planners
react accordingly.
One-time Evaluations
Attendees would complete a survey at the end
of a meeting.
During-Event: Feedback
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Post-Event: Event Lifespan
Events were Finite
The life of an event spanned was limited to its
allocated time.
Events are Evergreen
The lifespan of an event extends past its
allocated time. People connect and share online
afterwards.
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Post-Event: Event ROI
ROI is Measurable
Events are considered a marketing product.
Their impact can be measured thanks to
software and hardware products.
ROI was an Unknown
Event and meeting spending went into a
marketing black hole.
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Post-Event: Sharing Information
Information is Shared
Content is distributed far and wide by speakers.
It is amplified by participants through live
tweeting, live streaming, and social media
posting.
Information was Withheld
Content was held closely by speakers.
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Industry Predictions for the Next Decade
Disclaimer: Thought-provoking
Slides Ahead!
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1. Software is eating the world.
2. Technology is seamlessly integrating into our lives.
3. Face-to-face is more valuable.
4. Organizations are spending more money on meetings/events.
5. The middle class is growing... from 1.8 billion in 2009 to 4.9 billion by
2030.
6. The hospitality industry is more focused on profits than ever.
The Trends That Feed My Predictions
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“Second tier” cities will become premier destinations.
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The room block will play second fiddle to economic impact.
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The Annual Meeting will become endangered.
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The hospitality industry will be more profitable than ever.
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More events, with bigger budgets.
The industry processes we know today will be obliterated.
Coordinating event logistics will be automated.
Event apps will no longer exists.
Group business will be booked mostly online.
Content will be curated by software.
Our industry will be embrace transparency.
Everything planners need will be available on-demand.
Serendipity will be less successful than algorithms.
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We won’t be able to tell the difference between real and virtual events.
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Robots will setup and teardown rooms.
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Complex productions will be easier to organize.
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A.I. will make events better for everyone.
Technology will be an integrated part of the convention service team’s offerings.
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Hotels will do mostly group business.
Hotel sales people will become meeting consultants.
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More event professionals will report to CEOs
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A governing body for the
meetings industry will emerge.
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The “Golden Age of Travel” will continue.
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Thank you!
email: [email protected]
twitter: @danberger
snapchat: danjberger
If you want the slides, give me a business card!