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How To Create And Market A Sustainable Destination 090806 Mexico
 

How To Create And Market A Sustainable Destination 090806 Mexico

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In the attached presentation I talk about...

In the attached presentation I talk about
- Risk and opportunities presented to Smart destinations around the "sustainability revolutions"
- provide some examples of destinations who are leading the market
- provide a framework that CVBs can use to help them become a "green leader"

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    How To Create And Market A Sustainable Destination 090806 Mexico How To Create And Market A Sustainable Destination 090806 Mexico Presentation Transcript

    • How to create and market a SUSTAINABLE DESTINATION. Guy Bigwood MCI Group Sustainability Director Aug 09
    • My name is Guy Bigwood
    • I’m the Sustainability Director for MCI Group Largest integrated global event and association management company (PCO, Corporate, DMC, Consultancy, AV, etc etc) 250 Million Euros Turnover 35 Offices +800 People
    • Trusted Advisors to I Manage MCI UNITED NATIONS Sustainability GOVERNMENTS Services ASSOCIATIONS DESTINATIONS (CVBs) CONVENTION CENTERS CERTIFICATION STANDARDS
    • Example “Climate Change” Clients Climate Meeting Consulting and Sustainable Destination Advisory Sustainable Event Organisation Services - UN Global Compact Summit, - Estoril Convention Bureau NYC - Visit Denmark - UN COP15 Climate Change - Costa Del Sol Convention Conference, Copenhagen Bureau - World Business Climate Change Summit, Copenhagen Hotel and Venue Consulting - International Climate Change - Bella Center, Copenhagen Conference, Hong Kong - Estoril Congress Center - World Mayors Climate Change - First Choice Hotel Group Summit, Copenhagen - European Wind Energy Association, Poland Pro-Bono Consulting - World Water Week, Stockholm - MPI, IAPCO & GMIC Event Associations - Conama Environmental Congress, Madrid
    • I’m a president-elect of the The premier dedicated global community for sustainability education, research, policy and standards for the meetings and event industry
    • So how do you create and market a SUSTAINABLE DESTINATION? Guy Bigwood MCI Group Sustainability Director Aug 09
    • the world is CHANGING
    • the world has CHANGED
    • 9 billion in 2050 6.5 billion in 2005 The world 5 billion in 1987 population 3 billion in 1960 is increasing 2 billion in 1930 1 billion in 1800 250 million in 1 5 million 10 000 bef. JC 5 000 bef. JC 0 1000 2050
    • Climate Change is long term and its effects are only just beginning CO2 1850 1900 1950 2000
    • Living beyond our means De cl inin gr eso ur c es Sustainable Supply A Sustainable Future Current n Sustainable Demand Reality mpt i o co nsu ce s our in g re as In cre Source:The Natural Step
    • the world is going green
    • Paradigm SHIFT in how people select, buy and organise meetings and events
    • the Paradigm Shift is and will effect everyone GOVERNMENTS CITIES INSTITUTIONS VENUES CORPORATES HOTELS SUPPLY CHAIN
    • Smart destinations are SEIZING this opportunity
    • But before when there were just a few pioneers
    • Now the whole world is “talking green” So why are they red?
    • So how do you convert and position a destination to become a “green leader”
    • First a little bit of Theory !
    • Forget GREEN Think SUSTAINABILITY
    • INTEGRATED SUSTAINABILITY Integrated Balanced Strategic Approach
    • INTEGRATED SUSTAINABILITY Environment Anti Profit Corruption HEALTH SAFETY Human Poverty Rights Labour Rights
    • INTEGRATED SUSTAINABILITY Private Environment Anti Profit Corruption Public HEALTH SAFETY Human Poverty Rights Labour Rights
    • Sustainability is a business approach that creates long-term shareholder value by Embracing the opportunities and managing the risk with economic, environmental and social developments Source: PWC – SAM yearbook
    • RISKS! Physical Regulatory Reputation
    • RISKS Physical ! Regulatory Reputation
    • Governments are finally getting into action The most important meeting of our lifetime
    • Outcomes COP15 ty ea Tr ate ng lim ts es orti C rge Tax rep ng Ta nd on K di n in o a rb , U • B rb ws Ca ark C 2a La ry nm • O dato ; De C n • a rea dy M Al • –
    • RISKS Physical ! Regulatory Reputation
    • 73% of buyers would reject a destination with a poor environmental record 2008 IMEX 5th Annual Survey of Buyers
    • Attracting New Staff Generation Y 81% Employees want to join a company that makes a difference
    • ALL THIS RISK CREATES OPPORTUNITY!
    • Improve Profit!
    • 5-15% Price Premium for Certified green property sales and rentals Locum Destination Review and Green Business Review
    • Marriot New York Marquis New Energy Management System saves 18% of energy $800.000 a year 2.3Year ROI
    • 9.000.000 € EMEA Avoidable costs 40
    • Exploit New Opportunities
    • 80% of buyers have taken environmental results into account when organising an event 2008 IMEX 5th Annual Survey of Buyers
    • Meeting organisers who are planning or expect to plan a green meeting • 46.8% of corporates Marketing Media Survey 2009 "It s a buyer s market, and the buyers appear to want green,"
    • These buyers and many more are organising Green Meetings
    • But we have not seen anything yet
    • PHASE 2: all these companies are creating sustainable PRODUCTS
    • They will be increasingly greening their events
    • Comparing and analysing vendors
    • Comparing and analysing destinations INFRASTRUCTURE CVB CONFERENCE CENTER HOTELS www.bestplacestomeetgreen.com
    • the ng t si in s o pa p a re ing e pp W ti
    • If you are a smart destinations this opportunity
    • SO WHAT IS A SUSTAINABLE DESTINATION
    • First: What are the building blocks of a city sustainable? 1. Government Policy and Funding 2. Sustainable Water Supply and Quality 3. Recycling and Waste Management 4. Renewable Energy Supply 5. Local and Sustainable Food Supply 6. Public Transport 7. Green Buildings 8. INNOVATION AND LEADERSHIP www.sustainlane.com
    • There are some clear leaders
    • There are some clear leaders
    • SO WHAT ARE SMART DESTINATIONS DOING TO BE SUSTAINABLE
    • Sustainable Destination Management Framework Learning from our work and others we created the SDM framework EDUCATION STAKEHOLDER TOOLS ENGAGEMENT STRATEGIC PLANNING FRAMEWORK CERTIFICATION MEASUREMENT MARKETING
    • Strategic Planning Use proven methodologies Commitment Big Vision Objectives Resources Multi-year approach Constant Evaluation
    • Strategy: Big Vision
    • Stakeholder Engagement
    • Stakeholder Engagement Collaboration – Private and Public Integration of issues; social, economic and environmental Alignment of values and objectives Consensus Building
    • Education
    • Education through communication and classes
    • Education through communication and classes
    • TOOLS Tools
    • Denmark: Education through tours
    • Green maps to find green suppliers
    • Comprehensive planner toolkit
    • MEASUREMENT
    • Melbourne: Citywide measurement project
    • Sustainability Reporting will grow Carbon Emissions ENERGY USAGE EMISSIONS 5% PAPER and FOOD EMISSIONS 4% CITY TRANSPORT EMISSIONS 0% AIR TRANSPORT EMISSIONS 91% -www.mci-group.meetgreen.com
    • How are you helping your clients to measure?
    • Marketing
    • Certification
    • Explosion in Certification
    • Summary and Conclusions
    • Sustainable Destinations Are healthy places With healthy people That create healthy businesses Which form successful destinations
    • ina ble su sta i on of nly e lec t sw ill o S tina tion d es cre ase in www.esnep2008.com
    • COLLABORATION, ISSUE INTEGRATION and a FRAMEWORK will help you be different
    • SMART Destinations are thinking strategically EDUCATION STAKEHOLDER TOOLS ENGAGEMENT STRATEGIC PLANNING FRAMEWORK CERTIFICATION MEASUREMENT MARKETING
    • Minimize RISK! MAXIMIZE OPPORTUNITY!
    • THE END almost
    • “It is not the strongest of the species that survive, nor the most intelligent, but the one most adaptable to change.” - Charles Darwin
    • You have the power to influence change
    • What is your role?
    • For more info please visit LessConversationMoreAction.com
    • MCI Offices GENEVA - ABU DHABI - AMSTERDAM - BARCELONA - BELFAST - BENGALURU - BERLIN - BRUSSELS - BUENOS AIRES - CORDOBA - DELHI - DUBAI - DUBLIN - GLASGOW - GOTHENBURG - HONG KONG - LYON - MADRID - MAR DEL PLATA - MUMBAI - PARIS - PETERSFIELD/LONDON - PRAGUE - ROME - SHANGHAI - SINGAPORE - STOCKHOLM - STUTTGART - TOKYO - VIENNA - ZURICH