The Common Experience:• A lack of appreciation for how meetings and conventions support business and professional development• A “disconnect” between global economic concerns and the role of our industry• Makes us vulnerable in the face of an uncertain future
Where Did We Go Wrong?• We’ve been complacent – and not promoted our messages• We have few universal measures – and often measure the wrong things• We’ve become associated more with leisure than economic / professional development• Industry is global but arguments need to be local
Our Two Big Questions:What can we all agree on?What can we do about it?
The Environment Today:• Global recovery is elusive, uneven• Unemployment still a major issue• Economic growth the top priorityAt the same time….• Globalization is a reality• Shifting to a knowledge-based economy• Innovation, knowledge transfer are keys to economic development
What We’ve Agreed On:• Government , community recognition essential to industry investment, support• Relevance is key; messages must relate to today’s priorities• Greatest values of meetings is what they accomplish in terms of economic, professional development• Credibility depends on ability to measure results• Local engagement is critical to success
Why Local?• Industry is diverse; widely dispersed• Local governments make most investment decisions• Value measures have more relevance; beneficial impacts are felt directly by the community• Local industry members in the best position: – Better understand local issues and priorities – Are more likely to have access to decision-makers – Can develop ongoing roles and relationships
What We’re Doing About It:• Promoting interactions amongst industry members• Encouraging community, government engagement• Providing resources (messaging, guidebook, tactics)• Recognizing and communicating successes• Developing better, more relevant measures to support our value proposition• Working with industry media, business partners to leverage impacts
A New Industry Value Proposition: We Are an Economic Engine:• Events not just about generating spending• They’re strategic tools to advance innovation, knowledge transfer, new investment• They attract global business / professional leaders and expertise to the community• They can raise community profile in relation to specific economic sectors• They are a key part of any economic development strategy
Discussion Questions:• How can we use value measures more effectively in communicating with our respective communities?• How can we better capture / depict the values (professional / scientific / economic) associated with event accomplishments?