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@danberger | @socialtables | #elitemeetings
Where You Meet Matters
Eden Roc Miami Beach
September 16-17, 2019
Dan Berger
VP & GM
Cvent | Social Tables
@danberger | @socialtables | #elitemeetings
Believer.
Supplier.
Planner.
Participant.
@danberger | @socialtables | #elitemeetings
About Social Tables
Founded in 2011
50% of Full Service Hotels
94% annual hotel retention rate
Over 100,000 events per month
100,000 total users per year
2% increase in F&B profits among customers
Acquired by Cvent one
year ago
@danberger | @socialtables | #elitemeetings
Today’s Agenda
• Why Does Destination Matter?
• What Role Does the Location Play in Meeting Design?
• What Makes a City “the City”?
• Choosing the Venue With Purpose in Mind
• A Fresh Framework for Thinking About Destinations
• Creating the Space That Brings Objectives to Life
• Future Trends That will Impact Selection
@danberger | @socialtables | #elitemeetings
Destination Groundwork
@danberger | @socialtables | #elitemeetings
@danberger | @socialtables | #elitemeetings
The Destination Construct: 3 Components
IACC Meeting Room of the Future 2019 Report
• Location – Where the meeting takes place // the zip code
• Venue – The hotel or property the meeting is in
• Space – The function space(s) within the property for the meeting
@danberger | @socialtables | #elitemeetings
Why does the destination matter?
@danberger | @socialtables | #elitemeetings
As we try to create
experiences, the destination
and venue are the most
important elements that are
in a planner’s control.
● Location. The city can set the stage for
the meeting’s message
● Location. Its climate can lift attendee
spirits.
● Venue. A modern, airy, and bright venue
can impact attendee moods.
● Venue Fresh and healthy F&B can
increase an event’s energy.
● Space. How the space is set up impacts
networking and spontaneous
interaction.
@danberger | @socialtables | #elitemeetings
What are attendees saying?
IACC Meeting Room of the Future 2019 Report
1. Interactive technology (#venue)
2. Flexible meeting space (#space)
3. Session proximity (#venue)
4. Learning local culture (#location)
5. F&B (#venue)
6. Access to local experiences (#location)
7. Team building activities (#location)
Summary: #destination = 3, #venue = 3, #space = 1
@danberger | @socialtables | #elitemeetings
A thought-out selection process
Purposeful meetings can’t happen without a
purposeful destination, which requires a thought
out selection process.
Planners: the venue and its function space are
critical for learning, productivity, motivation, etc.
IACC Meeting Room of the Future 2019 Report
@danberger | @socialtables | #elitemeetings
Meeting Design: The Tangibles & Intangibles
@danberger | @socialtables | #elitemeetings
INTANGIBLE
Elements a planner can influence
but not fully control.
● Attendees
● Speakers
● Content
● P2P interaction
● Energy
TANGIBLE
Elements of the meeting that a
planner can directly control.
● The location
● The venue
● Room setup & decor
● F&B
● Audio/Visual
The tangible “stuff” can have a disproportionate effect on the intangibles
@danberger | @socialtables | #elitemeetings
Destination Component #1:
Location
@danberger | @socialtables | #elitemeetings
@danberger | @socialtables | #elitemeetings
The destination is the meeting’s linchpin
Meetings that think about all elements are
purposeful meetings.
The destination sets the stage for our
purposeful meeting that has the potential of
becoming a memorable experience.
@danberger | @socialtables | #elitemeetings
All memories start with a place
Meeting design aims to create memorable
experiences.
“I would never be able to do x if I weren’t...
• at this point in my life.”
• at this exact time.”
• with these people.”
• here, in this place.”
@danberger | @socialtables | #elitemeetings
The city is the perfect content backdrop
@danberger | @socialtables | #elitemeetings
City Message
Boston Revolution
Detroit Revival
Austin Authenticity
Philadelphia Independence
City Expertise
NYC Finance
DC Advocacy
Las Vegas Hospitality
San Francisco Innovation
@danberger | @socialtables | #elitemeetings
The cities themselves drive attendance
Source: Experience Institute Decision to Attend Study
The meeting’s location drives attendance,
especially for non-frequent attendees.
For those who never or occasionally
attend, it’s an even bigger part of the
decision.
Importance of Destination / Location by attendance frequency
@danberger | @socialtables | #elitemeetings
The city can be a barrier to entry
@danberger | @socialtables | #elitemeetings
Lack of destination appeal is
the 5th highest barrier to
attendance amongst
meetings attendees (after
costs, budget, PTO, and
timing).
Source: Experience Institute Decision to Attend Study
@danberger | @socialtables | #elitemeetings
Local culture is key for international planners
@danberger | @socialtables | #elitemeetings
93% of international event planners say a
destination’s cultural highlights are an important
part of choosing where they host meetings and
events.
@danberger | @socialtables | #elitemeetings
Attendees want to get out of the building
@danberger | @socialtables | #elitemeetings
Driven by a millennial mindset, attendees want
to get out of the venue and explore their host
cities.
What percentage of convention/exhibition attendees are likely
to get out and about in town during their stay at a destination?
Source: Experience Institute Decision to Attend Study
@danberger | @socialtables | #elitemeetings
Midsized cities are making outsized moves.
@danberger | @socialtables | #elitemeetings
Cities like Nashville, Phoenix, and Denver are investing
in infrastructure and leveraging unique local assets to
differentiate themselves and woo planners.
@danberger | @socialtables | #elitemeetings
Midsized cities are more approachable.
@danberger | @socialtables | #elitemeetings
Smaller markets represent the authentic and
the unexpected.
Secondary and tertiary citiescan offer world-
class meeting facilities and appealing local
experiences — all at a lower cost than first-
tier cities.
@danberger | @socialtables | #elitemeetings
Leverage local knowledge economies to boost
the content and credibility of the event.
Cleveland, for example, is bringing together
experts from local healthcare companies,
scientific research institutions, and the startup
community to reinvent the city as a desirable
location for medical conferences.
Knowledge economies may be attractive to
some planners
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
@danberger | @socialtables | #elitemeetings
The right place can leave a lasting legacy
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
At the 2017 Alzheimer’s Association International
Conference, the organization worked with London &
Partners to turn the 6,000 LED lights of the London Eye
purple in honor of Alzheimer’s care and research.
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Destination Component #2:
Venue
@danberger | @socialtables | #elitemeetings
Choosing the purposeful venue
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
What makes a venue the right “place” for planners?
Source: The Site Visit Revisited Survey
@danberger | @socialtables | #elitemeetings
The key elements of choosing a space are shifting.
As elements like WiFi and A/V become more
standardized in quality, planners are looking to new
elements and focusing on diversifying the space.
The key elements of choosing a space are
shifting
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetingsIACC Meeting Room of the Future 2019 Report
@danberger | @socialtables | #elitemeetings
EVERYTHING is an event space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Hotel infrastructure is becoming less important
in destination selection, as non-traditional
spaces (and demand for those spaces)
continue to increase.
@danberger | @socialtables | #elitemeetings
Venue Venues
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Don’t be afraid to add the “S”
By using new venue sourcing engines
planners are able to find spaces near the
headquarter hotel and get attendees out of
the four walls of the ballroom.
@danberger | @socialtables | #elitemeetings
Look for venues that break down walls
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Literally and figuratively.
“Spaces designed to promote engagement
increase the likelihood of collisions... More
collisions create positive outcomes.”
-Harvard Business Review
Image: C2 Montreal
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Destination Component #3:
Space
@danberger | @socialtables | #elitemeetings
Creating a purposeful space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
The Old Way:
Classroom
The New Way:
Learning Pods
Ditch traditional seating layouts for objective-based design.
@danberger | @socialtables | #elitemeetings
Creating a purposeful space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Turn expectations upside-down to create new outcomes.
The Old Way:
High Boys (Standing)
The New Way:
Parisian Cafe Style (Sitting)
@danberger | @socialtables | #elitemeetings
Creating a purposeful space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Make one space
feel like many.
@danberger | @socialtables | #elitemeetings
Creating a purposeful space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Let attendees create their own space
Pop-up offices let attendees create
their own environment, making for a
very user-driven experience.
@danberger | @socialtables | #elitemeetings
Creating a purposeful space
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Map it all out with event technology.
● Help vendors and exhibitors visualize the
space pre-event
● Share diagrams before the event so
attendees can plan their experiences
● Collaborative diagramming tools allow
properties and planners to work through
the layout together
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
A Framework for
Purposeful Destinations
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
It’s time to add a fourth dimension
to an age-old equation.
Rates
Dates
Space
PLACE
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Place is more than just a physical destination.
It’s everything that makes that destination unique.
Culture
People
Diversity Innovation
Perception
Aesthetic
Authenticity
Growth
History
Knowledge economy
Legacy
Ideals
Values
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
The search for place ALWAYS starts with the objective.
@danberger | @socialtables | #elitemeetings
WHERE
Which destination will
best bring all of these W’s
to life?
CITY
VENUE
SPACE
WHAT
The desired outcome of
successful event looks like…
WHY
The overall purpose of having
this event is…
WHO
Who are the people who
should attend?
WHEN
What is the desired
timeframe for this event?
@danberger | @socialtables | #elitemeetings
Purposeful identification
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
EachoccasionhasitsownsetofW’s
Source: Marriott’s Meeting Imagined
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Local leisure activities that allow for bonding
• A warm, sunny climate that encourages good vibes
• Feels like a reward and allows attendees to get away
• An affordable destination for SOs
Celebrate
VENUE
• Lots of natural light
• Doesn’t feel too professional or like a workspace
• Represents a direct relationship to what’s being celebrated
(e.g. innovation awards at a high-tech theatre)
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Known for decisions that have shaped major outcomes
• Represents innovation or progress from forward thinkers
• Is the home of a major intellectual hub for the industry-at-
hand
• A city with an attitude/confidence
Decide
VENUE
• Remote and distraction-free
• Inspires focus on the task at hand and minimizes
distraction
• Has spaces that can create intimate and inclusive
environments
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Allows easy access to industry-specific speakers and
knowledge (“knowledge hub”)
• Is at the forefront of the industry or topic at hand
• Has a legacy of educational excellence
Educate
VENUE
• Provides flexibility of setup to create a unique educational
experience
• Provides breakout rooms for further discussion
• Has enough space for mental breaks
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Is at the forefront of the industry or topic at hand
• Shows beginnings of major innovation but still early
• Is emblematic of new beginnings and ways of thinking
• Connects to what you’re trying to create
Ideate
VENUE
• Will likely be a small space but shouldn’t feel stifling
• Is innovative enough to inspire ideation
• Is unique enough to encourage out-of-the-box thinking
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Is appealing enough to promote travel to the city
• Includes opportunity for a variety of authentic experiences
that can be enjoyed in groups
• Encourages people to stay out of their rooms where they
will be isolated
Network
VENUE
• Includes plenty of common space for co-mingling and
collision
• Is a conversation-starter
• Allows opportunity to personalize elements/spaces where
similar personas can connect based on preference
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Ties back to the organization or purpose at hand
• Gives the working team the opportunity to bond/relax in
off hours
• Encourages people to stay out of their rooms where they
will be isolated
Produce
VENUE
• Feels closed off from distraction or judgement
• Inspires focus on the task at hand and minimizes
distraction
• Lots of natural light; colorful interiors; modern
• Adaptable to the desired workshop
@danberger | @socialtables | #elitemeetings
How do you choose a ‘purposeful’ destination?
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
CITY
• Draws in/incentivizes sponsors
• Has a media presence that will extend reach
• Feels as fresh as the product or release being promoted
• Directly benefits from the product or release
Promote
VENUE
• Includes space for exhibition and/or demonstration
• Large screens + state-of-the-art AV
• Modern or newly renovated
• Promotes sharing on social media
@danberger | @socialtables | #elitemeetings
The future of
Purposeful Selection
@danberger | @socialtables | #elitemeetings
@danberger | @socialtables | #elitemeetings
Convenience creates more opportunity for
creativity
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Home sharing and self-driving cars will
open up mid-size cities to more and
more events by making convenience
and room blocks less of a factor.
@danberger | @socialtables | #elitemeetings
The future of destination selection
@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
Control over event scheduling could move
away from the organizer...
Would attendees decide a meeting’s
destination? Or perhaps an algorithm?
@danberger | @socialtables | #elitemeetings
Where You Meet Matters
Eden Roc Miami Beach
September 16-17, 2019
Dan Berger
VP & GM
Cvent | Social Tables

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Where You Meet Matters - EMA 2019

  • 1. @danberger | @socialtables | #elitemeetings Where You Meet Matters Eden Roc Miami Beach September 16-17, 2019 Dan Berger VP & GM Cvent | Social Tables
  • 2. @danberger | @socialtables | #elitemeetings Believer. Supplier. Planner. Participant.
  • 3. @danberger | @socialtables | #elitemeetings About Social Tables Founded in 2011 50% of Full Service Hotels 94% annual hotel retention rate Over 100,000 events per month 100,000 total users per year 2% increase in F&B profits among customers Acquired by Cvent one year ago
  • 4. @danberger | @socialtables | #elitemeetings Today’s Agenda • Why Does Destination Matter? • What Role Does the Location Play in Meeting Design? • What Makes a City “the City”? • Choosing the Venue With Purpose in Mind • A Fresh Framework for Thinking About Destinations • Creating the Space That Brings Objectives to Life • Future Trends That will Impact Selection
  • 5. @danberger | @socialtables | #elitemeetings Destination Groundwork @danberger | @socialtables | #elitemeetings
  • 6. @danberger | @socialtables | #elitemeetings The Destination Construct: 3 Components IACC Meeting Room of the Future 2019 Report • Location – Where the meeting takes place // the zip code • Venue – The hotel or property the meeting is in • Space – The function space(s) within the property for the meeting
  • 7. @danberger | @socialtables | #elitemeetings Why does the destination matter? @danberger | @socialtables | #elitemeetings As we try to create experiences, the destination and venue are the most important elements that are in a planner’s control. ● Location. The city can set the stage for the meeting’s message ● Location. Its climate can lift attendee spirits. ● Venue. A modern, airy, and bright venue can impact attendee moods. ● Venue Fresh and healthy F&B can increase an event’s energy. ● Space. How the space is set up impacts networking and spontaneous interaction.
  • 8. @danberger | @socialtables | #elitemeetings What are attendees saying? IACC Meeting Room of the Future 2019 Report 1. Interactive technology (#venue) 2. Flexible meeting space (#space) 3. Session proximity (#venue) 4. Learning local culture (#location) 5. F&B (#venue) 6. Access to local experiences (#location) 7. Team building activities (#location) Summary: #destination = 3, #venue = 3, #space = 1
  • 9. @danberger | @socialtables | #elitemeetings A thought-out selection process Purposeful meetings can’t happen without a purposeful destination, which requires a thought out selection process. Planners: the venue and its function space are critical for learning, productivity, motivation, etc. IACC Meeting Room of the Future 2019 Report
  • 10. @danberger | @socialtables | #elitemeetings Meeting Design: The Tangibles & Intangibles @danberger | @socialtables | #elitemeetings INTANGIBLE Elements a planner can influence but not fully control. ● Attendees ● Speakers ● Content ● P2P interaction ● Energy TANGIBLE Elements of the meeting that a planner can directly control. ● The location ● The venue ● Room setup & decor ● F&B ● Audio/Visual The tangible “stuff” can have a disproportionate effect on the intangibles
  • 11. @danberger | @socialtables | #elitemeetings Destination Component #1: Location @danberger | @socialtables | #elitemeetings
  • 12. @danberger | @socialtables | #elitemeetings The destination is the meeting’s linchpin Meetings that think about all elements are purposeful meetings. The destination sets the stage for our purposeful meeting that has the potential of becoming a memorable experience.
  • 13. @danberger | @socialtables | #elitemeetings All memories start with a place Meeting design aims to create memorable experiences. “I would never be able to do x if I weren’t... • at this point in my life.” • at this exact time.” • with these people.” • here, in this place.”
  • 14. @danberger | @socialtables | #elitemeetings The city is the perfect content backdrop @danberger | @socialtables | #elitemeetings City Message Boston Revolution Detroit Revival Austin Authenticity Philadelphia Independence City Expertise NYC Finance DC Advocacy Las Vegas Hospitality San Francisco Innovation
  • 15. @danberger | @socialtables | #elitemeetings The cities themselves drive attendance Source: Experience Institute Decision to Attend Study The meeting’s location drives attendance, especially for non-frequent attendees. For those who never or occasionally attend, it’s an even bigger part of the decision. Importance of Destination / Location by attendance frequency
  • 16. @danberger | @socialtables | #elitemeetings The city can be a barrier to entry @danberger | @socialtables | #elitemeetings Lack of destination appeal is the 5th highest barrier to attendance amongst meetings attendees (after costs, budget, PTO, and timing). Source: Experience Institute Decision to Attend Study
  • 17. @danberger | @socialtables | #elitemeetings Local culture is key for international planners @danberger | @socialtables | #elitemeetings 93% of international event planners say a destination’s cultural highlights are an important part of choosing where they host meetings and events.
  • 18. @danberger | @socialtables | #elitemeetings Attendees want to get out of the building @danberger | @socialtables | #elitemeetings Driven by a millennial mindset, attendees want to get out of the venue and explore their host cities. What percentage of convention/exhibition attendees are likely to get out and about in town during their stay at a destination? Source: Experience Institute Decision to Attend Study
  • 19. @danberger | @socialtables | #elitemeetings Midsized cities are making outsized moves. @danberger | @socialtables | #elitemeetings Cities like Nashville, Phoenix, and Denver are investing in infrastructure and leveraging unique local assets to differentiate themselves and woo planners.
  • 20. @danberger | @socialtables | #elitemeetings Midsized cities are more approachable. @danberger | @socialtables | #elitemeetings Smaller markets represent the authentic and the unexpected. Secondary and tertiary citiescan offer world- class meeting facilities and appealing local experiences — all at a lower cost than first- tier cities.
  • 21. @danberger | @socialtables | #elitemeetings Leverage local knowledge economies to boost the content and credibility of the event. Cleveland, for example, is bringing together experts from local healthcare companies, scientific research institutions, and the startup community to reinvent the city as a desirable location for medical conferences. Knowledge economies may be attractive to some planners @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
  • 22. @danberger | @socialtables | #elitemeetings The right place can leave a lasting legacy @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings At the 2017 Alzheimer’s Association International Conference, the organization worked with London & Partners to turn the 6,000 LED lights of the London Eye purple in honor of Alzheimer’s care and research.
  • 23. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Destination Component #2: Venue
  • 24. @danberger | @socialtables | #elitemeetings Choosing the purposeful venue @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings What makes a venue the right “place” for planners? Source: The Site Visit Revisited Survey
  • 25. @danberger | @socialtables | #elitemeetings The key elements of choosing a space are shifting. As elements like WiFi and A/V become more standardized in quality, planners are looking to new elements and focusing on diversifying the space. The key elements of choosing a space are shifting @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetingsIACC Meeting Room of the Future 2019 Report
  • 26. @danberger | @socialtables | #elitemeetings EVERYTHING is an event space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Hotel infrastructure is becoming less important in destination selection, as non-traditional spaces (and demand for those spaces) continue to increase.
  • 27. @danberger | @socialtables | #elitemeetings Venue Venues @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Don’t be afraid to add the “S” By using new venue sourcing engines planners are able to find spaces near the headquarter hotel and get attendees out of the four walls of the ballroom.
  • 28. @danberger | @socialtables | #elitemeetings Look for venues that break down walls @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Literally and figuratively. “Spaces designed to promote engagement increase the likelihood of collisions... More collisions create positive outcomes.” -Harvard Business Review Image: C2 Montreal
  • 29. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Destination Component #3: Space
  • 30. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings The Old Way: Classroom The New Way: Learning Pods Ditch traditional seating layouts for objective-based design.
  • 31. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Turn expectations upside-down to create new outcomes. The Old Way: High Boys (Standing) The New Way: Parisian Cafe Style (Sitting)
  • 32. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Make one space feel like many.
  • 33. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Let attendees create their own space Pop-up offices let attendees create their own environment, making for a very user-driven experience.
  • 34. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Map it all out with event technology. ● Help vendors and exhibitors visualize the space pre-event ● Share diagrams before the event so attendees can plan their experiences ● Collaborative diagramming tools allow properties and planners to work through the layout together
  • 35. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings A Framework for Purposeful Destinations
  • 36. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings It’s time to add a fourth dimension to an age-old equation. Rates Dates Space PLACE
  • 37. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Place is more than just a physical destination. It’s everything that makes that destination unique. Culture People Diversity Innovation Perception Aesthetic Authenticity Growth History Knowledge economy Legacy Ideals Values
  • 38. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings The search for place ALWAYS starts with the objective. @danberger | @socialtables | #elitemeetings WHERE Which destination will best bring all of these W’s to life? CITY VENUE SPACE WHAT The desired outcome of successful event looks like… WHY The overall purpose of having this event is… WHO Who are the people who should attend? WHEN What is the desired timeframe for this event?
  • 39. @danberger | @socialtables | #elitemeetings Purposeful identification @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings EachoccasionhasitsownsetofW’s Source: Marriott’s Meeting Imagined
  • 40. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Local leisure activities that allow for bonding • A warm, sunny climate that encourages good vibes • Feels like a reward and allows attendees to get away • An affordable destination for SOs Celebrate VENUE • Lots of natural light • Doesn’t feel too professional or like a workspace • Represents a direct relationship to what’s being celebrated (e.g. innovation awards at a high-tech theatre)
  • 41. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Known for decisions that have shaped major outcomes • Represents innovation or progress from forward thinkers • Is the home of a major intellectual hub for the industry-at- hand • A city with an attitude/confidence Decide VENUE • Remote and distraction-free • Inspires focus on the task at hand and minimizes distraction • Has spaces that can create intimate and inclusive environments
  • 42. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Allows easy access to industry-specific speakers and knowledge (“knowledge hub”) • Is at the forefront of the industry or topic at hand • Has a legacy of educational excellence Educate VENUE • Provides flexibility of setup to create a unique educational experience • Provides breakout rooms for further discussion • Has enough space for mental breaks
  • 43. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Is at the forefront of the industry or topic at hand • Shows beginnings of major innovation but still early • Is emblematic of new beginnings and ways of thinking • Connects to what you’re trying to create Ideate VENUE • Will likely be a small space but shouldn’t feel stifling • Is innovative enough to inspire ideation • Is unique enough to encourage out-of-the-box thinking
  • 44. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Is appealing enough to promote travel to the city • Includes opportunity for a variety of authentic experiences that can be enjoyed in groups • Encourages people to stay out of their rooms where they will be isolated Network VENUE • Includes plenty of common space for co-mingling and collision • Is a conversation-starter • Allows opportunity to personalize elements/spaces where similar personas can connect based on preference
  • 45. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Ties back to the organization or purpose at hand • Gives the working team the opportunity to bond/relax in off hours • Encourages people to stay out of their rooms where they will be isolated Produce VENUE • Feels closed off from distraction or judgement • Inspires focus on the task at hand and minimizes distraction • Lots of natural light; colorful interiors; modern • Adaptable to the desired workshop
  • 46. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Draws in/incentivizes sponsors • Has a media presence that will extend reach • Feels as fresh as the product or release being promoted • Directly benefits from the product or release Promote VENUE • Includes space for exhibition and/or demonstration • Large screens + state-of-the-art AV • Modern or newly renovated • Promotes sharing on social media
  • 47. @danberger | @socialtables | #elitemeetings The future of Purposeful Selection @danberger | @socialtables | #elitemeetings
  • 48. @danberger | @socialtables | #elitemeetings Convenience creates more opportunity for creativity @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Home sharing and self-driving cars will open up mid-size cities to more and more events by making convenience and room blocks less of a factor.
  • 49. @danberger | @socialtables | #elitemeetings The future of destination selection @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Control over event scheduling could move away from the organizer... Would attendees decide a meeting’s destination? Or perhaps an algorithm?
  • 50. @danberger | @socialtables | #elitemeetings Where You Meet Matters Eden Roc Miami Beach September 16-17, 2019 Dan Berger VP & GM Cvent | Social Tables