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

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