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Strategic Solutions for Today's Planner

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Inside this issue:

December 2012

www.corporatemeetingsnetwork.ca

THE BUSINESS OF MEETINGSThe changing perception of face-to-face meetings

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FEATURES

5 EDITOR'S NOTE

6 MEETING PLANNER PROFILE Kim Pickering, Manulife Financial - Canada

8 BUILDING BUZZ What “irks” you about event branding?

By Ben Moorsom

18 REGIONAL REPORT Industry happenings from BEICC

By Sandy Biback

20 ELEVENTH HOUR When the best-laid plans go awry

By Jane Davies

22 DESTINATION PROFILE La Belle Province and Atlantic Horizons

32 VENUE SPOTLIGHT Landmark Decisions

By Sean Moon

COVER STORY 10 THE BUSINESS OF MEETINGS

The changing perception of face-to-face meetings

By Joe Nishi and Jennifer Glynn

C o n t E n t s

Corporate Meetings & Events December 2012 | 3

38 CORPORATE PLANNER Q&A Meeting the challenge

40 TECH TALK Hybrid Meetings: The best of both worlds

By Sean Moon

42 SUSTAINABILITY There’s a green app for that!

By Joseph Lo

32

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Corporate Meetings & Events Volume 13 Number 3

Publisher Ellen McManus

Managing Editor Sean Moon

Online Editor Steven Chester

Senior Designer Annette Carlucci

Designer Jennifer Carter

Production Manager Rachel Selbie

Circulation Lina Trunina

Directory Manager Petra Brown

For advertising informationContact Ellen McManus 416-512-8186 ext. [email protected]

For editorial enquiriesContact Sean Moon 416-512-8186 ext. 265 [email protected]

Printed and published four times per year by MediaEdge Communications Inc.Printed in Canada. Reprint permission requests to use materials published in Corporate Meetings & Events should be directed to the publisher.

Circulation Inquiries5255 Yonge Street, Suite 1000 Toronto Ontario M2N 6P4416-512-8186 ext. [email protected]

Corporate Meetings & Events subscriptions are available for two years: $70.00*; one year: $40.00*; single copy sales; $12.00* Outside of Canada, USA: $70.00, International: $90.00, *plus applicable taxes. Subscription entitles the recipient to four issues per year plus our Annual Industry Source Book.

MediaEdge Communications Inc. All rights reserved. The contents of this publication may not be reproduced by any means, in whole or in part, without the prior written consent of the publisher.

President Kevin BrownSenior Vice President Chuck Nervick

Publications Mail Agreement No. 40063056ISSN: 1919-1464Return Undeliverable Canadian Addresses to:

Editorial Advisory Board

Doreen Ashton-Wagner, Chief Strategist & Managing Director, Greenfield-Services Inc.Sandy Biback, Principal, Imagination MeetingsJane Davies, Vice President, ZedEventsSarah Lowis, President, Sea to Sky Meeting Management Inc.Fiona Marshall-White, Managing Director of Events, Fraser InstituteJoe Nishi, Regional Director, Meeting EncoreFrancis Pare, Account Manager, Zeste IncentiveMartin Perelmuter, President, Speakers’ SpotlightRita Plaskett, President, Agendum Inc.Brent Taylor, Principal, Timewise Event Management Inc.Angela Zaltsman, A to Z Event Management

EE D I t o r ’ s n o t E

CHANGE WITH A PURPOSE

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Every few months, my wife gets the urge to start rearranging our living room furniture or planning some minor renovation project – last week it was installing new glass shower doors on the guest bathroom. But as both a creature of habit and someone with minimal technical skills, I am often a reluctant participant in these forays into home improvement. At best, I usually spend more time asking “why are we doing this again?” than actually getting the job over and done with. Alas, after 23 years, you’d think I’d have learned that you can’t get a good night’s sleep on the couch, especially after it’s been moved.

With this issue of CM&E, the astute reader will have noticed that we have been undergoing a few renovations of our own. And, if you’re at all like me, you might even be asking why. Fortunately (unlike a great deal of the furniture-moving in my house), the exciting changes at our publication are being implemented with a definite purpose: to provide strategic solutions to the challenges of today’s corporate and independent planner.

Keeping this in mind, we are delighted to introduce a number of new columns and features in this issue, while making a few tweaks to some old favourites.

Among the columns new to the pages of CM&E are:• Building Buzz: How to market your events using social media, PR,

communications and branding/sponsorship.• Regional Report: A comprehensive look at the latest legislative and

industry developments from across Canada, from the executive team at the Business Events Industry Coalition of Canada (BEICC).

• Sustainability: The latest information and ideas for planning green meetings and developing social responsibility.

• Eleventh Hour: Overcoming last-minute business challenges, as well as how to develop strategies and solutions for extraordinary meetings.In addition to the above, this issue’s cover story is our purposeful way of

introducing a new Business of Meetings feature, which will be a regular column in future editions of CM&E. In this issue, authors Joe Nishi and Jennifer Glynn of Meeting Encore have collaborated to craft an insightful and comprehensive look at the changing perception of face-to-face meetings in today’s business environment.

Partnered with popular CM&E features such as Destination Profile and Venue Spotlight, our new columns are designed to examine the issues relevant to today’s successful corporate planner while helping independent planners to build and market their business.

Secretly, of course, I am also hopeful that some of this “change-with-a-purpose” philosophy will eventually rub off on my wife. After all, some of her thinking has rubbed off on me – the shower doors were actually my idea.

Cheers for now.

Sean Moon, Managing Editor, CM&E

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How did you get to where you are today? Starting with my part time job at McDonald’s while in school, I always suspected I would be in the “hospitality” industry. After graduating from Humber College in the Hotel and Restaurant Management program, I went back to McDonald’s and went through their Manager Training program. No better place to learn how to deal with conflict resolution than at a busy fast-food restaurant - quick turnaround and on occasion an irate customer waiting for their food. I learned a lot, but most importantly, how to manage many tasks at one time and appear calm while doing them.

After a few years, I landed a job as a front desk clerk at the Valhalla Inn, Toronto. I had no experience but learned quickly and fell in love with the hotel side of the business. Working my way up to Assistant Front Office Manager, I decided it was time to try a different department and moved over to sales and catering. Although sales was not my thing, I had certainly found my niche on the catering side of the business – I was hooked.

After 13 years at the Valhalla Inn, I had an opportunity to move to Niagara Falls and be part of an opening team for the new convention centre at the Sheraton on the Falls. It was a great opportunity, but after a short time, I was ready to head back home to Toronto, where I was offered a job at the Toronto Airport Marriott as an Event Manager. Marriott was great for me: I not only met the love of my life, but during my time there, I did a number of programs for the Manulife team and when a position became available on their team I took a leap of faith and gave it a try. I am so glad I did!

It’s been a long and winding road. Along the way, I’ve had many mentors who helped me develop into a strong and confident individual. I had always been able to connect with clients on a personal level and have been able to develop many friendships. Through these relationships, opportunity has definitely come my way.

Kim Pickering

M E E t I n g p l a n n E r p r o f I l E

6 | www.corporatemeetingsnetwork.ca

Name: Kim Pickering, CMP

Present: Manager, Meeting and Conference Management for Manulife Financial, Canadian Division

Past: 20 years conference services and event management experience in the hospitality industry.

Expertise: Customer service – understanding the goals and objectives of my clients and being able to deliver a program that meets and exceeds their expectations.

Specialty: Creating unique and interesting experiences for the attendees. My team and I are always looking for that WOW factor – the one event that will have our attendees asking “How can Manulife top this?”

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Tell us about your work.Al though I s tar ted at Manul i fe as a Senior Conference Consultant, responsible for the planning and execution of large meetings and incentive conferences, I was promoted to Manager of the team two and a half years ago and I now oversee a team of eight dedicated meeting planners, who are responsible for approximately 250 meetings and conferences each year.

Why are you good at what you do?Having spent many years on the hotel side of our business, I have a strong knowledge and understanding of hotels and how they operate. This helps me to understand limitations and develop compromises that will benefit both parties. I have a tremendous amount of respect for anyone that works in this industry. Understanding the hard work, long hours and personal sacrifice that is needed to be successful in this business ensures that I always treat people with the respect they deserve.

What are some of the challenges you face?The first challenge is budgets: They certainly don’t seem to be increasing. However, our number of attendees and their expectations keep growing. How do we continue to out-do ourselves, while staying within the same budget as the previous year? I guess I should be happy that our budgets have not been cut significantly, but it is still difficult.

The second big challenge that comes to mind is adapting to a changing workforce and team dynamic. We want to encourage young people into this business, but it is important to have a balance of high-energy, enthusiastic, young people, with limited experience, while still engaging the seasoned planner who has been with the company for 20-plus years. Their knowledge and experience is extremely valuable to the team and the company. It is about finding the right balance.

Is there anything you would change in our industry, given the chance?I guess I would say the percept ion that meet ings and conferences are a “nice to have” and not a necessity. In this era of technology, video conferencing and even Skype, anyone in business will tell you there is always more value in a face-to-face meeting than just a face on a screen or a voice on the phone. Face-to-face meetings are still the most direct way to truly engage the people you are in business with.

Walk us through a typical day at work.Meetings, meetings, meetings! As the manager of my team of eight, I do spend a significant part of my day meeting with my team, whether one-on-one to discuss their progress and development or full-team meetings to talk about overreaching

initiatives within Manulife. In addition to the meetings with my team, I am also meeting with clients to discuss upcoming programs and I begin the sourcing process for a number of our larger programs.

What have been some of your biggest achievements?Certainly with every successful program we deliver there is a sense of accomplishment. In 2011, for the first time we brought three conferences together in a WAVE pattern. Although we faced many challenges, it was a highly successful program and I was proud to be part of the team that took our conference to the next level. Over the years I am pleased to look back at people I have trained and mentored and watched them grow and become extremely successful in this business.

What do you like best about the meetings industry, particularly in your region or city?What is not to love about this industry? Meeting planning is one of those jobs that fulfill a number of “wants.” It allows us to be creative when developing a program, it is rewarding when a program comes together and you are there to enjoy the final product. Plus it can be very stressful at times. Okay, we know it isn’t brain surgery or rocket science, but in the end we are largely responsible for our attendees having a wonderful experience at our conferences….no pressure, right!

How do you deal with the challenges of work-life balance?It is definitely challenging balancing the demands of the job and the desire to maintain a life outside of the office. With the amount of travel we do, it is important to me to take time off during the down time, which can be difficult, but I do my best and always encourage my team to ensure they are booking time off as well. If we take the time to book it off we are more inclined to actually do it. I make it a priority to go to the gym three mornings a week. In the beginning, it was always the first thing to go when things started to get busy. But now I realize I have to allow myself one hour a day to do something that is not only good for me physically, but mentally helps me focus for the day.

What are some of your most memorable events and why?My most memorable event was our 2010 National Educational Conference held in Grand Cayman. It was the first large incentive conference that I had been responsible for from start to finish. I was fortunate enough to have a great team to work with on site and although a little stressful, I enjoyed every minute of it. We kicked the program off with a wonderful reception on the great lawn of the hotel and even brought some Canadian talent with us to give it a touch of home. That was the start of a fantastic four-day program.

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Making the most of branding opportunitiesBy Ben Moorsom

What “Irks” You about EvEnt branDIng?

b u I l D I n g b u z z

If you’ve ever attended an event and been underwhelmed, then you can understand what ‘irks’ me about event branding – missed opportunities. There’s no excuse for missing opportunities to maximize your brand and create a robust, immersive and truly engaging event experience. And the worst thing is, the solutions that would take these events from ‘miss’ to ‘memorable’ are usually in the simplest of details.

That’s where branding lives, in the details – every detail of your event, pre and post communication.

One example of how a simple branding detail made a memorable impact is from a meeting Debut created earlier this year. After revealing the brand in the afternoon opening plenary, attendees left the session to ready themselves for a reception. As they took the glass elevators up, they couldn’t help but not ice the g iant logo, per fect ly posit ioned with i n elevator site l ines, branding the inside wal l of the venue’s atrium. For the entire week, this brand constantly reminded attendees that they are a part of something important and potentially li fe-changing. For something as basic as an $80-dollar gobo, we made an impact that was priceless for our client.

DIggIng DEEpErAt Debut, we start by reverse-engineering the entire event experience. Find out what the critical messages are to convey to attendees. What do you want them to leave thinking, feeling and ready to act on? Factor in the filters attendees will be viewing everything through like lay-offs, results, market landscape, partnerships and so forth. And don’t overlook the required applications of branding – where and how will it need to be used? Of course there’s also the venue and the location to consider. Too many agencies think about where they can hang signage in a venue. We think about how we can transform a venue into your event.

Only after considering all of these factors can you start to create a well-branded experience. O n ly t hen ca n you d ig to f i nd t hose not-so-obvious, yet of ten easy-to-execute, cost-effective branding opportunities that make all the difference.

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What “Irks” You about EvEnt branDIng?

When branding is done right, it can actually add to the overall perception and value of an event. And if that event is a t ruly well-branded, immersive and inspiring experience, it’s generally perceived as more in novat ive and engaging, it’s definitely more memorable, and it can increase retention well beyond the event.

So that ’s what ‘i rks’ me. What I’d really l ike know is: What ‘irks’ you about event branding?

Ben Moorsom is President and Executive Creat ive Director at Debut Group, an agency that specializes in corporate business communicationand events across North America. Since 1997, Debut has pioneered new ways of delivering content and has mastered the art of creating greater perceived production value for their clients. For more information on how Ben and his team deliver better results by producing bold creative that is strategically grounded, emotionally engaging, and f lawlessly delivered to meet any clients budget visit Debut at www.debutgroup.com.

Event branding is even more important now than ever before. You have to dig for the information I mentioned above to ensure your branding resonates with attendees. They need to believe any goals set are achievable. They need to feel like the message is relevant to what they do and need to accomplish. And they need to feel a connection to the brand. Then you can design an entire pre- and post-communication campaign that is relevant and can emotionally engage your team to act on your objectives. And by utilizing what’s already been created for your event in post-communication, you continue motivating and inspiring your team long past the event, while at the same time maximizing your initial investment.

EngagIng thE auDIEnCE Branding, however, goes way beyond a logo designed and a PowerPoint template. Your event branding should be felt as an engaging, immersive experience that resonates with your team and causes them to want to achieve more. When planning, you really have to think of events as opportunities for your audience to more actively engage with your brand. One way to ensure this happens is to create event-branding guidelines to share with all supplier partners involved in the event. Suddenly every touch point with attendees, no matter how seemingly insignificant, becomes a part of creating the overall branded experience. Remember those details I was talking about earlier…

b u I l D I n g b u z z

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C o v E r s t o r Y

THE BUSINESS The changing perception of face-to-face meetingsBy Joe Nishi and Jennifer Glynn

OF MEETINGS

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THE BUSINESS The changing perception of face-to-face meetingsBy Joe Nishi and Jennifer Glynn

OF MEETINGS

Since the very beginning, people have been meeting. For faith, trade, education, political or social reasons, we shook hands as a gesture of peace by demonstrating that the hand holds no weapon and looked into each other’s eyes and decided to either trust or not trust either other. At one time, it could have meant the difference between life or death.

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C o v E r s t o r Y

WorkIng WIth our ClIEnts on finding the right venue for their business events for over 22 years has given us a perspective on how the environment of face-to-face meetings has changed. Information is instantly available for the world to read, watch or hear. Financial wrongdoings in the private and public sector have resulted in a society that has had an increasingly difficult time trusting our leaders and the decisions they make. Stephen Covey writes in his book Smart Trust: “One reason why violations of trust are so damaging is because trust is such a vital principle, and, consciously or not, we count on trust to make our world meaningful and our relationships worthwhile.”

So how are corporate meeting planners and suppliers dealing with the challenging times? We interviewed clients, industry leaders and research specialists to find out their take on the following four questions:

1. The Trust Factor: Why do we need to meet now more than ever?

2. How has public perception changed the way we procure, plan and execute business events?

3. Are budgets the biggest factor in determining where the meeting goes?

4. How are we measuring Return on Investment?

thE trust faCtor: WhY Do pEoplE nEED to ConnECt?T h e r e a s o n s w h y h u m a n s n e e d face-to-face contact have been well documented: It’s simply in our DNA. We do our best learning and relationship-building when we’re interacting with

others, reading non-verbal body language and rolling our eyes at each other’s bad jokes. Dr. Sebastian Henn, Post-Doctoral Research-Fellow formerly with the University of Toronto and now Leibniz-Institute for Regional Geography, in Leipzig Germany, has been studying knowledge creation in conferences and noted “that in most cases attendees’ main goal for going to meetings was to network, collect new contacts to new potential business partners to collaborate in the future and create a stronger competitive advantage for the future.” The research suggests that “gestures, facial expressions and thus emotional and psychological factors are decisive for building trust and thus are important when people are meeting for the first time.”

Teams cannot be effective if team members do not trust each other. Scott Kress, president and founder of Summit Training and president of The Frontier Group, put it this way: “Most teams can operate in the good times however it’s your team’s performance in the difficult times that really is critical. While technology and online learning tools are

“MOST TEAMS CAN OPERATE IN THE GOOD TIMES HOWEVER IT’S YOUR TEAM’S

PERFORMANCE IN THE DIFFICULT TIMES THAT REALLY IS CRITICAL.”

Today, the reasons to meet can be just as important, from pharmaceutical companies wanting to gain insight on their products to organizations requiring a shift in their culture in order to survive. Is looking someone in the eyes and shaking their hand as meaningful and relevant as it once was? Yes! In our opinion, it’s even more critical given the uncertain business climate we have today.

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PLANNING A MEETING?

With a wide variety of locations and facilities, Best Western® is uniquely poised to meet your diverse meeting and conference needs. Think of Best Western as your partner in planning a business conference, family gathering, team meeting, awards ceremony or private party. Contact a Best Western Sales Specialist today to begin planning your next successful meeting!

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bestwestern.com/groups/meetings.asp | 1.800.WESTERN®

Best Western and the Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2012 Best Western International, Inc. All rights reserved. Each Best Western® branded hotel is independently owned and operated. Hotel photos shown top to bottom, left to right: Toronto, ON; Halifax, NS; Vancouver, BC; Leduc, AB.

PLANNING A MEETING?

With a wide variety of locations and facilities, Best Western® is uniquely poised to meet your diverse meeting and conference needs. Think of Best Western as your partner in planning a business conference, family gathering, team meeting, awards ceremony or private party. Contact a Best Western Sales Specialist today to begin planning your next successful meeting!

Join our FREE rewards program, Best Western Rewards®, and start earning rewards toward free room nights, dining, shopping, airline rewards and more.

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a great resource for companies today, relationships are the foundation for any high performance team.”

buIlDIng rElatIonshIps Is kEYDouglas Bolger, Chief L(earn)ing Officer of L(earn)² and his team help transform lives through learning. Every day they see the power of emotional connections and face-to-face interactions making an impact on organizations. Trust is the overal l benef it of meet ings and

without trust you cannot build meaningful relationships. Bolger believes sharing best practices by making thoughtful connections through elaborate conversat ion and act ive learning really benefits organizations in two ways:

Direct Benefits: Improved morale and leadership skills; increased sales; improved collaboration; employee retention; new employee attraction; and ownership of changes within the organization.

Indi rect Benef it s: A bel ief that my orga n izat ion i s committed to learning. “I’m learning skills that can be applied to real world problems.”

hoW has publIC pErCEptIon ChangED thE WaY WE proCurE, plan anD EXECutE busInEss EvEnts?As a result of the economic slowdown and increased media scrutiny, be it the ‘AIG’ effect or the perception of corporate overspending, planners today have to be wary of how their business and incentive programs are being perceived by their shareholders.

Demonstrating the need to put measurable metrics against meeting/incentive spending has allowed these Canadian planners to ensure they are being strategic and that when scrutinized will rise above the perception issue.

C o v E r s t o r Y

“The overall perception of meetings is getting better,” says Angie Pfeifer, C.M.M., assistant vice-president, Corporate Meetings, Travel and Incentives for Investors Group Financial Services and MPI Past Chair. “As an organization we’ve made huge progress in demonstrating the value of meetings. We’ve done that by delivering on measurable results like product ivity and employee retent ion. Measurement is difficult and just knowing where to start is a major stumbling block to organizations.”

Defining purposePfeifer suggests that you begin by talking to key people in your organization, starting the conversation with the basic question: “What’s the purpose of the meeting?” This will ensure that you are meeting for the right reason and perception isn’t as much of an issue. As an industry, Pfeifer agrees that we are better than where we were even just a few years ago: “We are more organized, however more needs to be done as this is the new normal going forward.”

Gone are the days for staying with the status quo. Strategic planners are taking themselves out of their perceived ‘party-planner’ roles and ensuring they are at the boardroom table, measuring their impact on the company’s bottom line not as a cost centre, but as revenue generator.

Manulife Financial Canada’s distribution sales support team plans over 300 meetings and perception has not been an issue. “We spend our dollars wisely, ensuring we are only organizing meetings and incentive programs that have specific and meaningful goals and objectives to be achieved. We consistently evaluate the business reasons for a meeting and choose a location that best meets those needs,” says Patricia Kerr, director, Distribution Sales Support, Manulife Financial Canada.


Monday-9 am-Meet with board

Tuesday-noon-Site inspection

Wednesday-2pm-Caterer

3pm-Smith account review

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Meetings still Important “Sales meet ings are st i l l very important,” says Kathie Kirchsteiger, senior marketing coordinator with Pearson Canada. “Location, price and determining what is needed versus what is wanted is critical.” This focus on the critical needs of the organization versus just doing the only the “fun” stuff helps ensure that meetings stay targeted on key business objectives.

Due to the very nature of our industry today, we are always going to be under the radar. When planners educate their internal customers (C-level, shareholders, etc) on the strategic value of their incentive programs they become the biggest advocate for those events because the results are clearly evident. “Specific to our incentive programs, our senior leadership feel that the overall financial results speak to the ROI. Repeat high performing brokers and increased sales can be partially attributed to the incentive campaigns we execute,” says Gail Steffensen, vice-president of Great-West Life.

arE buDgEts stIll bIggEst faCtor In DEtErMInIng WhErE thE MEEtIng goEs?

In recent years, both suppl iers and pl a n n e r s h ave h ad to m a n age t he economic pressures of their business. Planners have had to create ‘more with less’ and suppliers have had to adjust t he i r bu si ne ss model s to me e t t he expectations and changing demands of customers. Those that have been most

successful are the savvy planners that have been strategic with their budgets and the suppliers that have been flexible and have continued to be true ‘partners.’

There is increased o p t i m i s m a b o u t 2 013 a n d a r e c e n t P K F C o n s u l t i n g report suggests that both ADR (Average D a i l y R a t e ) a n d RevPar(Revenue per available room ) will see modest increases in 2013. But are times c h a ng i ng? A r e we g o i n g b a c k i n t o a ‘sellers’ market? Are the days of a good deal gone?

“Marriott is seeing strong growth in the c o r p o r a t e m a r k e t w it h book i ng pace s t r o n g f o r 2 0 1 3 a n d 2 0 1 4 . O u r r e c e nt a c q u i s i t io n o f G aylor d Ho t e l s speaks to Marriott’s c o n f i d e n c e i n t h e

group market,” says Scott Allison, vice-president, Canadian operations for Marriott Hotels and Resorts of Canada

opposing viewpointsOn the other side of the coin is what hotel clients are saying.

“Based on the fact that we do approx 200-plus meetings and events in a calendar year means that budgets are a significant hot button for us. Our clients continue to expect us to do what we did last time with no increase in our budget, even though the industry increases are not insignificant. The increasing cost of airfare is also problematic for us, as there is nothing we can do about it. Using webinar technology for meetings is growing in popularity every day due to the high cost of meetings,” says Gail Steffensen.

“Budget restrictions have provided us with a discipline to think about the meeting and to ensure it was necessary. Some meetings that were cancelled were not rebooked, but we have had new ones added with a different business focus – structured to meet the demand of our business partners.”

budget scrutinyManulife Financial’s Patricia Kerr says: “We are still under the budget scrutiny of 2008-2009. All aspects of meetings are being considered: What meetings can be cancelled? What meetings can be combined? What meetings can be shortened to cut costs and improve efficiency?”

Sh a ron C h apm a n, a sea soned U. S.-ba sed me et i ng planner, has been faced with flat budgets since 2002. These budget restrictions have allowed her and her team to look at some creative solutions. “We have been pretty fortunate in that we still have found good value for our programs by moving into hotels’ shoulder season for value dates and rates. Instead of dine-around evenings, we now provide American Express gift cheques, so that we can predetermine the amount spent ahead of time.”

Budgets may not be increasing significantly in Canada either, but suppliers are not seeing cutbacks on meeting spend that they have in years previous. Spending is seen as more “thoughtful and purchasing choices are prioritized to the core values of the organization and the planners’ individual bel iefs,” says Cla i re Smith, VP of Sa les & Marketing for Vancouver Convention Centre. “We are no longer seeing the days of ‘champagne and lobster style splashy affairs.’ Planners are now and focusing more on selecting local menus and hiring impactful keynote speakers. Overall we are seeing a planner’s budget being funnelled more selectively.”

hoW arE WE MEasurIng rEturn on InvEstMEnt?How compa n ies measu re ROI va r ies as much as t he compa n ies t hem selves. However, t he overa l l goa l i s to understand the econom ic and cult ura l impact (ie: employee engagement) that the meeting, conference or incentive will result in.

Pearson Canada measures the ROI of each event by tracking sales. This is a accomplished by reviewing tracking reports. When sales are reported as the result of an event, the revenue is matched against the total amount spent for that event,” says Kathie Kirchsteiger.


Tuesday-noon-Site inspection

Wednesday-2pm-Caterer

3pm-Smith account review

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C o v E r s t o r Y

Angie Pfeifer measures their meetings and incentive ROI through “calculating employee retention, productivity levels and the bottom line.”

Scott Kress and his team set the right expectations of their programs from the beginning. “Whether it be for networking, brainstorming, sharing best practices, if attendees know why they are there, they will make the most of it.”

WhErE Do WE go froM hErE…..While many believe that we’re stronger as an industry than ever before, others think there is room for improvement.

“Currently, the meetings industry is not measured as an industry at all, but as a sector in the tourism industry and we still have a long way to go before

our the government understands the economic scope of our industry,” says Joe Orecchio, president at Road Ahead Meetings and Events and Immediate Past President of SITE Canada. “Industry associations are still very segmented.”

We’re getting there, however. The Business Events Industry Coalition of Canada was formally launched in January, 2010, to act as a unifying voice for the myriad business-events industry groups and associations here in Canada.

provides CredibilityRita Plaskett, CMP, CMM, and current chair of BEICC states: “The industry was crying out for credible data. Thus the Canadian Economic Impact Study was conceived.” The first study was released in 2008 and updated in 2009 and the MPI Foundation’s Project Advisory Committee is hard at work on the next study, CEIS 3.0. “Leveraging the CEIS with those outside our industry in both the private and public sector will not only raise the profile of the business events industry as a whole, it is also incredibly important to organizations that need data on the economic impact of meetings at the regional level thus empowering them to make sound business decisions,” says Plaskett.

Working together instead of relying on government and the media to just simply recognize the value of meetings is a common message from industry leaders.

“Strategic partnerships are crucial” says Marriott’s Scott Allison. “There is increased awareness at the federal and provincial level on the value of meetings, but governments can’t do anything about it. Governments have to cut the deficit – anything that requires a cash outlay by government is no longer happening, private and public partnerships are the way future tourism development will take place in Canada.”

seeking a Collective voiceVito Curalli, DHSP, MBA, executive director, Canada, Latin America and International Sales at Hilton Worldwide, goes further and says: “The economic impact of meetings is incredibly important to both the industry as well as to the strength of our overall economy in Canada. As a member of Hotel Association of Canada, we continue to work to have our collective voice heard on Parliament Hill. We believe that the government is taking notice of how important the industry is to our macro environment, but we need more industry representatives to contact their local MPs in order to remind them that the meetings industry generates over $72 billion in economic impact and contributes a large tax sum to the government on a yearly basis.”

There has never been a more critical time to meet face-to-face than there is today. Regardless of your role in the industry, the way we discuss, plan, execute, service and evaluate business events has changed tremendously in a relatively short period of time. The old adage of “it’s just about heads in beds and butts in banquet chairs” has been replaced with ROI, strategic meetings management policies, alignment of goals and objectives and economic impact. This is a huge shift in thinking and one that should be welcomed and embraced. Perhaps instead of asking can we find the money to do the event, we should be asking: What’s the cost to our organization if we don’t do it?

The global economy is on shaky ground and there is still major concern about the “optics” of bringing people together to meet. This is exactly the right moment to have your team engaged and pulling in the same direction. As Stephen Covey notes in Smart Trust, Hector Ruiz, chairman and CEO, Advanced Nanotechnology Solutions says: “The right people will feel far more pressure to perform well when they are trusted.” There is no better way to encourage trust in one another than by getting them together. Restoring that trust in each other through the power of meetings is the key.

Joe Nishi and Jennifer Glynn are owners of Meeting Encore Ltd., one of Canada’s premier site selection companies since 1990. Meeting Encore’s team of industry veterans saves their clients time and money through sourcing, negotiating and contracting the perfect location for conferences or incentives. Both Joe and Jenn are active in the industry through their involvement with MPI, SITE and numerous advisory boards. They can be reached at 905-403-9646 or contacted via the company website at www.meetingencore.com.

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r E g I o n a l r E p o r t

By Sandy Biback, BEICC

InDustrY upDatEThe Business Events Industry Coalition of Canada (BEICC) held the first of many planned Town Halls at the InterContinental Hotel on October 3, 2012 and invited members of the various associations to attend. More than 30 people from a variety of associations attended to get an update on BEICC activities.

On hand to discuss trends affecting the business events industry in Canada was Warren Evans, CSP, Hall of Fame, who advised that if associations continue to protect their turf, and don’t work with each other, their association will die alone. Evans took audience members through an exercise that will help BEICC focus its efforts over the coming year. The top concerns for those in attendance were:•TogetthemessageoftheupcomingEconomicImpactStudy

out to business and government sectors so there is a better understanding of the contribution the meetings industry makes to the economy;

•Todeveloptheabilitytotapintoalllevelsofgovernmentacross the country;

•Topursuejointassociationeducationissuesthatarecommonto a variety of associations; and

•TopursueCTCFunding

What activities has bEICC been Involved in?TICOThis is the issue where BEICC cut its teeth. We know there are still a lot of questions surrounding this issue, however BEICC has been given the knowledge and power to act on behalf of member associations (Board Director Joe Orecchio currently sits on the TICO Advisory Panel). Because we know this issue exists currently in B.C. and Quebec, BEICC is watching the situation carefully in these provinces and is keeping an eye on all other Canadian provinces as well. For more information on the TICO ruling, FAQ’s and more, visit www.beicc.com.

Alcohol LawsIn British Columbia, BEICC has been made aware of changes to the liquor laws that will impact member associations. BEICC is currently investigating how our organization can help members adapt and/or accomplish changes to the laws. For more information, please visit the follow links:http://www.vancitybuzz.com/2012/09/oppressive-bc-liquor-laws-severely-impede-events-and-festivals/ http://www.bclaws.ca/EPLibraries/ bclaws_new/document/ ID/freeside/00_96267_01 http://www.theglobeandmail.com/news/british-columbia/a-spirited-debate-about-bcs-liquor-laws/article4529144/

special occasions permits in ontarioTha n k s t o r e c e nt c h a ng e s , t h e s e p e r m it s a r e now easier to obta in. Pr ior to July 1, 2012, a plan ner had to get a Special Occasions Permit (SOP) at the closest l iquor store to where the event is happening. Now, an SOP can be obta ined at any l iquor store in Ontar io. F o r m o r e i n f o r m a t i o n o n t h e n e w r e g u l a t i o n s visit: http://www.agco.on.ca/en/topics/sop_reform.aspx http://www.agco.on.ca/en/home/index.aspx

MpI Canadian Economic Impact studyAs the study moves into a deeper invest igat ion of the economic value of meetings, BEICC will be working alongside MPI Foundation when the study is rolled out to aid, in any way possible, in getting the information to the right groups. According to Ron Guitar, CMP, MPI Foundation Canada, The Canadian Economic Impact Study 3.0 (CEIS 3.0) will be a continuation of the original ground breaking report released in 2008 and updated in 2009. The new study will include:•Measurementofmeetingorganizersandmeetingvenues

revenues and expenditures•Collect ion of surveydatadetail ingmeetings related

expenditures by participants•Calculationofmeetingssectordirectandindirectimpact

on the Canadian economy, including GDP contribution•Employmentsupportedbytheeconomicactivitygenerated

by meetings in Canada(Source: MEETING Magazine, September/October 2012, www.mpitoronto.org, page 19, written by Ron Guitar)

soCanNew announcements in SOCAN payments have prompted BEICC to review the impact to BEICC member associations. According to the new rules, effective May 26, 2012, any event with live music will have to pay an additional tariff to Re:Sound through SOCAN for use of the music. The two variables are: Is there dancing? What is the capacity of the room? The web page provided below will give you all the details. This new law will impact those designing events. Your best line of defence: Discuss SOCAN with your venue, your entertainers and your technical (audio-visual) provider. http://www.cb-cda.gc.ca/tariffs-tarifs/certified-homologues/2012/supplement-May26.pdf

news and views from bEICC

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InDustrY upDatE

new bEICC blogBEICC has recently launched its new blog as a forum for updates about the industry and for members of the business events industry to discuss issues of concerns. Our goal is that these concerns and issues wil l help BEICC take a proact ive approach to i ssues that wi l l have an impact on events and meetings in Canada. http://beicc.wordpress.com.

bEICC at Industry trade shows:In the past year, BEICC has been present at the following tradeshows:• iBE(IgniteExpo)June2012• IncentiveWorks(Meetings&Incentive

Travel) August 2012Watch for BEICC at future industry

shows wh e r e you c a n sh a r e you r concerns with us or even volunteer!

Sandy Biback, CMP CMM, is principal of Imagination+Meeting Planners Inc., and is a Board Director at Large for BEICC. For more information, visit www.beicc.org.

About BEICCThe Business Events Industry Coalition of Canada’s mission is “to provide a unified voice for the

business events industry and to promote the economic and business impact of our sector to

government at all levels and the corporate world at large.” Its strategic pillars are:

• Tobeproactiveinindustryinitiatives

• Tobeaunifiedvoiceforthemeetingindustry,advocacyandinformation

• Tofocusonregulatoryandpublicinformation

Our original founding member organizations from incorporation December 2009 are:

CAEM - Canadian Association of Exposition Management

CCC - Convention Centers of Canada

CanSPEP - Canadian Society of Professional Event Planners

CAPS - Canadian Association of Professional Speakers

ISES Canada - International Special Events Society - Canada

MPI - Meeting Professionals International (Toronto)

PCMA - Professional Convention Management Association (Canada)

SITE - Site Canada

The current Board of Directors are:Board Position Name Industry Memberships Current BEICC RepresentationChairperson Rita Plaskett, CMP CMM MPI, CanSPEP NoneVice Chairperson Bob Parker CAPS CAPSSecretary Tim Stover, CAE CAEM CAEMTreasurer Ron Guitar MPIFC Member-at-LargeDirector Heidi Wilker, CMP CanSPEP CanSPEPDirector Sandy Biback, CMP CMM CanSPEP, PCMA,SITE Member-at-LargeDirector Joe Orecchio SITE SITEDirector Penni Holdham, CSEP ISES Canada ISESDirector Bev Hill PCMA Canada East PCMA Canada East Director Lynda Hoff, CMM, CMP MPI Toronto Chapter MPI Toronto Chapter

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E l E v E n t h h o u r

We start with a very simple process – identifying the core purpose behind the event, and then building everything to support this goal. Whether it’s the theme, décor, menu, talent or topic, everything has to work together to create the kind of success that brings clients back and sends guests away with great memories of time well spent.

This careful planning can all go sideways very quickly, however, when unexpected changes to the core pieces arise. Sometimes it’s a supplier who can’t provide the required item, sometimes it’s a presenter who is unable to perform, or sometimes it’s a discovery at the last minute that no one could possibly anticipate.

Creativity CountsOur team works hard to come up with contingency strategies for the most common problems, but for the issues that blow in from left field, creativity, great relationships with suppliers, and years of experience are what save the day – and sometimes make for a truly unique event!

At a recent event held in the Hali fax area, we had a combination of several eleventh hour changes working against us, but with careful planning and creative thinking, we were able to provide guests with the event they were expecting, if not quite in the original format.

The event was a two-day fundraising initiative to support children’s health, partnered with a Canada-wide foundation and a local children’s hospital foundation. It included an exclusive sponsor’s reception for 200 VIP guests held in a large tent on the practice green at a local golf club, as well as a day of golf and a gala finale, all wrapped around a major Canadian golfing star.

anticipating ChallengesThe contingency planning started from the word ‘go.’ The golf star not only had a limited timeframe for appearances, but was playing in a PGA tournament south of the border that could easily extend into this timeframe. Our team had to create the best possible scenario that would ensure a premium guest experience while maintaining tight control on expenditures in order to raise the most money possible for the foundation.

The sponsor reception set the tone for the event. A 4,200-sq.-ft. white tent was erected on the lush green driving range, complete with a golf demonstration station so guests could test their skills. A three-foot high ice sculpture, designed to showcase the event logo, sat atop a fresh seafood display. Assembled at one end of the tent was a “Butler” cabin-style setup, famous for the annual interviews of past and present Masters Champions at Augusta National Golf Club. It was here that guests would get their first chance to see and hear our star for the weekend.

rain DelayJust a week before the event, Halifax barely averted a hurricane but did sustain some rain damage – including damage to the golf courses we were using. As i f that weren’t enough, t h roughout t he n ight bet ween t he sponsor’s reception and the early tee off the next morning it rained again, f looding various areas of the course as well as causing the tent to partially come down – but we were ready with plans on how guests could avert these affected areas.

The real eleventh-hour crisis was truly that: When our golf star did well at his tournament and suddenly he was playing into our timeframe, we realized he would be arriving late for the sponsor’s reception and demo that evening. We had several contingency plans in place (including scripting and technical plans for all of them). Our star did arrive just before 8 p.m. when the sun had set – but we were prepared with massive lighting on the fairway so the demo and show could still go on!

In the end, our clients and their guests were thrilled with how the event unfolded over the two days, and we were delighted to be able to resolve these seemingly insurmountable obstacles on behalf of our clients. Simply put, this ability to make problems disappear is why I enjoy my work so much. After all, not everyone can truly say they make magic happen almost every day!

Jane Davies is vice-president of ZedEvents (www.zedevents.ca), a conference and event management company based in Halifax, doing business across Canada.

pErfECt tIMIng!As a long-time events planner, I know there is no such thing as a perfectly planned event – but I do my best to ensure that clients and their guests have a perfect experience, every time. Our firm, ZedEvents, draws upon a large roster of suppliers, venues, artists and performers to ensure that every one of the events we manage is produced with the best that the available time, client’s budget and our creativity will allow.

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QuEbEC CItYWith its European charm, rich history and world-class venues, Québec City has everything business visitors could want. Nestled between the mighty St. Lawrence River and the imposing Laurent ian Mountains, Québec City is a historical treasure chest with a very modern edge, a dynamic city that knows how to relax, a vibrant cultural scene, and inviting wide-open spaces – something for everyone.

First-rate hotels, world-class facilities and cutting-edge infrastructure are just a few of the reasons Québec City leads the world rankings of many prestigious business and travel magazines. Ranked the best destination in Canada by the readers of Condé Nast Traveler, Québec City has also been inducted into Travel + Leisure’s Hall of Fame, which honours destinations that have been ranked among the best every year for at least 10 consecutive years.

Easily accessible from major international centres by rail, car or plane, Québec City also boasts a reliable, city-wide public transit system. Visitors to Old Québec can even hop aboard a battery-powered écolobus. For those preferring to travel by foot, a stroll down the

city’s history-laden streets is a great way to soak up its charm, especially with so many attractions just a short walk away. And to see the city in a whole new light, take a horse-drawn carriage ride, tear up the bike paths, take the ferry across to Lévis for a scenic ride, or jog your way around on a guided tour.

For rest and relaxation after a successful meeting, Québec City offers a full range of accommodation and culinary choices. From rustic country inns and riverside cabins to luxury hotels and suites by the slopes, you’ll find plenty of choice for an impeccable stay in comfortable, relaxing surroundings. And Québec City just wouldn’t be the same without its fine-dining culture. Local chefs and sommeliers are renowned for their ingenuity, matching fresh local products with daring exotic flavors to cook up innovative global fare.

Meeting planners will find no shortage of first-class venues and facilities, including the recently begun expansion of the Québec City Convention Centre (which will add another 79,000 sq. ft. of meeting space and result in an additional 24,000-32,000 room nights for local accommodations). And in another major venue development, the Fairmont Le Château

D E s t I n at I o n p r o f I l E

From the European s tor ybook charm o f Quebec C i t y to the internat ional sophis t icat ion of Montreal’s metropolitan lifestyle, the province of Quebec will leave meeting planners and delegates a l ike wi th p lenty o f beaut i fu l memories.

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Frontenac has a major, $66-mi l l ion facelift underway, including renovating its 618 guest and meeting rooms, adding new meet ing space, expanding the health club and completely refurbishing the hotel’s restaurants.

For four-season fun, delegates can plan a visit to one of the city’s many museums, explore the treasure trove of art galleries that dot the streets of Old Québec, or take part in one of the many festivals throughout the year, including the famous Québec Winter Carnival. When the mercury dips, visitors can enjoy cross-country skiing, snowshoeing, or even ice canoeing. And when the snow gives way to summer, head to one of the many golf clubs, sail along the St. Lawrence River, go horseback riding off the beaten track, or enjoy the view from a hot-air balloon.

When business and pleasure need to come together, Québec City is the place to be. Once you’ve experienced its friendly welcome, stress-free traffic, storied history, picture-postcard scenery, and top-ranked facilities, you’ll be coming back for more. For more information visit www.quebecregion.com.

MontrEalAs a meetings destination, part of Montréal’s allure is the quality and frequency of its coveted international events. Happenings such as the Montréal Jazz Festival, Dîner en Blanc, Just for Laughs or the C2-MTL conference always draw a winning crowd and are part of the city’s DNA. Such events


PrOvInCE are testimony to the city’s know-how and expertise when it comes to meeting and event planning. They also explain why Montréal has become a top conference destination for planners seeking an exceptional experience for their delegates.

Professionals choosing Montréal as their next event location will benefit from a wide array of award-winning facilities and unique venues, as well as a variety of accommodations with over 26,000 rooms for any taste and budget. They can also count on Team Montréal, a coalition of the city’s convention industry leaders dedicated to making the Montréal experience simple, efficient and successful. Team Montréal can be thought of as an all-in-one planning facilitator, as it gathers Montréal’s key players such as Tourisme Montréal (the Greater Montréal Convention and Tourism Bureau), the Palais des congrès de Montréal (Montréal Convention Centre), tourism offices, air and ground transportation companies, hotels and suppliers who offer everything from incentive tours to audio-visual support.

Other components of Montréal’s DNA as a corporate meetings destination include

its engaging cosmopolitan character and residents’ sophisticated yet friendly lifestyle. Montréal encompasses all the qualities a meeting and event planner looks for in a meeting destination. Delegates can’t resist the city’s unique blend of European charm and North American pizzazz while organizers enjoy a great return on investment.

Tourisme Montréal believes mobility will continue to play an increasingly important role for their business market. The organization recently launched its website’s mobile version as well as being very active in the social media sphere, engaging in conversations with meeting planners on Twitter and LinkedIn. Additionally, the Palais des congrès de Montréal recently embarked upon a major technology revamp that will position it among North America’s leading technology-friendly convention centres. This major hi-tech modernization includes: improved connectivity for Wi-Fi users; a new e-commerce-enabled web platform and an event-focused customizable mobile app.

These strategies, along with partnerships within the local community, are bearing fruit. The city was named the top destination in North America for hosting international association events, according to the official 2011 rankings set out by the Union of International Associations (UIA). As the principal host location in Québec for major international meetings, and as a 2011 finalist for the APEX award for World’s Best Convention Centre, the Palais des congrès hosts thousands of conference-goers every year and generates major intellectual and economic spinoffs for Montréal and Québec.

According to Charles Lapointe, President and CEO of Tourisme Montréal, “Montréal’s high ranking is a fitting demonstration of the city’s excellence and its capacity to meet the needs of major international associations in terms of infrastructure, hosting and entertainment, to say nothing of the unique joie de vivre we are known for. I’d like to congratulate the Palais des congrès and Tourisme Montréal teams, who earned this success through their strong work.”

For more information on hosting your next meeting in Montréal, please visit www.tourisme-montreal.org.

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st. John's, nEWfounDlanDAs the most easterly point in North America, the sun rises first over St. John’s, Newfoundland and Labrador on an island with its own time zone. These are interesting facts, to be sure, but are they a consideration in deciding to bring a group to St. John’s?

The legendary sunny disposition of the people of St. John’s seems to be one reason that is driving the popularity of the city for meetings and conventions. Carolyn Poole, global account executive, ConferenceDirect, recently visited St. John’s and agrees. “Most of all, the people are so warm and genuine…and a lot of fun!” It’s a place where strangers quickly become friends, and the local vernacular has you smiling and scratching your head all at once.

But there has got to be more to it. “All these quirky things make people smile.

Being slightly off kilter is part of the charm

of the destination and is reason enough to choose St. John’s. As for our sunny disposition – you’ll have to come and experience it for yourself to understand why it is an important consideration for planners,” says Krista Cameron, director of sales at Destination St. John’s.

In addition to the people, the destination is truly special for meetings and conventions because in a short walk from the convention centre delegates can explore the dramatic coastline on foot, or enjoy a day on the ocean experiencing close encounters with humpback whales, puffins or icebergs or possibly all three at once!

A city rich in culture, St. John’s honours t radit ion whi le embracing eclect ic sophistication. The city is large enough to boast modern facilities but intimate enough to make a group feel like they have taken over the town. The burgeoning restaurant scene embraces the island’s local ingredients and traditional foods while the music scene is colourful, vibrant and varied so the entertainment options are fresh.

“It’s like Ireland and the Caribbean ‘squished together’.... I can’t wait to come

With its geographic diversity – think the red sand shores of P.E.I. and the rugged beauty of Newfoundland – and plethora of world-class venues throughout the region, Atlantic Canada is wending its way into the hearts, and plans, of organizers and delegates from across the country.

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‘home’ again soon,” says Bettyanne Sherrer, president, ProPlan Conference Planners.

Destination St. John’s boasts attendance increases when a business organization chooses St. John’s as its host city, as many travellers have it on their bucket list. April Taylor, president, Taylor and Associates, has firsthand experience.

“Having worked with several groups that have held their annual conferences in St. John’s, I am delighted to attest to the overall success experienced by each. From the interest that the destination generated in advance of the conference – all three organizations experienced an increase in registration – I would highly recommend St. John’s as a conference destination,” says Taylor.

The destination has added one more reason to choose St. John’s: The St. John’s Convention Centre is expanding. The $60-million expansion, which will double the centre’s capacity, will be completed December, 2015. Located in the downtown hub and connected by pedway to the Delta St. John’s Hotel and Mile One Centre, the destination will offer 100,000 sq. ft. of meeting space without having to step outside.

With 2,000 hotel guestrooms in downtown, a number of repurposed historical buildings for unique event venues and a number of new hotels slated to open in the coming years, the destination is well positioned to host your group. For more information, visit www.destinationstjohns.com.

halIfaX, n.s.Hali fax – where boardroom meets boardwalk – is one of Atlantic Canada’s prem ier meet ings and convent ion destinations. It’s been said that Halifax is where Nova Scotia comes together. While this is true, Halifax is quite simply a place where people come together. A legacy of service excellence, harbor-side city and close proximity to nature create a memorable backdrop for meetings and conventions.

“Halifax is a great Canadian city,” says Theresa Darmody , manager of Corporate Events and Hospitality, Labatt Breweries of Canada. “Most of our visitors comment on two things – the history of the city and the friendliness of the people. Every time we take a group there we get great reviews.”

Not only is Halifax affordable and easy to reach by land, sea and air, the city is also close to the things that make the region unique: A spectacular sea coast, lush countryside and venerable historic setting.

Take a break from the boardroom at one of the many unique venues that delegates won’t soon forget. Imagine them mingling aboard a tall ship; at signature waterfront settings such as the Waterfront Warehouse, Casino Nova Scotia and the Cunard Centre; surrounded by beautiful artwork at the Art Gallery of Nova Scotia; or immersed in the rich history of the Halifax Citadel National Historic Site or the Alexander Keith’s Brewery.

There are also many exciting developments taking shape over the coming months to provide meeting planners with even more reasons to choose Halifax as their ideal event destination:• PlansfortheNovaCentredevelopment,

which includes a new convention centre as well as a hotel, are moving forward, with completion of the project slated for December 2015.

•ALTHotels is building a 169-roomhotel property connected to the Halifax International Airport that is slated to open in the spring of 2013. The hotel has more than 10,000 sq. ft. of space allocated for meetings.

• CitadelHalifaxHotelisbeingreplacedbyboth a Hampton and Homewood Suites with a total of 316 rooms total and a shared conference centre in early 2014.

•HalifaxMarriottHarbourfrontwillundergo renovations beginning this


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November and slated for completion in May 2013 that include the addition of 4,600 sq. ft. of new meeting space.Delegates looking for ways to fill the

hours in between meetings will be spoiled for choice in Halifax. Outdoor enthusiasts can enjoy kayaking and surfing along the coastline, hiking scenic trails, golfing on numerous courses, and skating on a long-track speed skating oval or skiing in the winter months. From touring picturesque vineyards to feasting on fresh local seafood and produce, talented winemakers and chefs deliver menus that will have your delegates delighting in culinary treasures.

“Halifax is a fun city, with great people that are hospitable, friendly and inviting which is why I love holding meetings there,” says Michelle Posner, manager of National Travel and Meeting Management, Grant Thornton LLP. “All in all, Halifax is a one-stop shop for fun, adventure and opportunities for great experiences which will strengthen the camaraderie of any group that decides to meet there.”

F o r m o r e i n f o r m a t i o n , v i s i t www.destinationhalifax.com.

southWEst nova sCotIaIt’s a place like no other where a jewel box of coastal and inland landscapes, all manner

of wildlife and cultural treasures combine to make the UNESCO Southwest Nova Biosphere Reserve.

Sheltered in the scenic southwest corner of Nova Scotia and bordered by the Atlantic Ocean and Bay of Fundy, this internationally recognized reserve protects a spectacular expanse of over 1.5 million hectares. It’s a remarkable setting to stage an unforgettable event.

A fascinating collection of unique, hands-on activities are available to fire the imagination and provide engaging learning opportunities. Led by dedicated and skilled locals, each adventure offers an authentic biosphere experience.

Perhaps it’s kayaking on the Sissiboo, a tidal river where the only onlookers are bald eagles soaring overhead and sea birds diving into the waves. Maybe it’s dulsing at low tide along the shores of the Bay of Fundy. Or, perhaps it’s a “food” walk through an ancient Acadian Forest ecosystem where the group forages for edible bounty like wild chanterelle and black trumpet mushrooms, berries, Indian cucumber root and elderberry blossoms and then uses them to create innovative dishes. For a rare cultural find, travel to the Biosphere’s heart in Kejimkujik National Park and National Historic Site to discover the lakeside site where petroglyphs, Mi’kmaw engravings on polished slate, have left important clues about Nova Scotia’s first people and their sustainable relationship between human habitation and the natural environment.

To discover more Southwest Nova Biosphere Reserve experiences and how you can plan a successful event at any one of the eight well-appointed meeting and event facilit ies located within easy reach of the Biosphere, visit www.destinationsouthwestnova.com

frEDErICton, n.b.As the capital city of Canada’s only officially bilingual province, Fredericton provides the classic Maritime experience t h at C a n ad i a n a nd i n t e r n at ion a l delegates know and love, enhanced by a thriving music and cultural scene, an unparalleled cluster of authentic and affordable off-site experiences, and a city-wide, world-leading commitment to advanced technology. Add in a close-knit, walkable downtown featuring kilometres of green-space alongside the majestic St. John River, and you will discover a perfect combination of beauty, bands and bandwidth.

PRINCE EDWARD ISLANDCONVENTION CENTREOpening Summer 2013

• Adjoins the Delta Prince Edward• Over 50,000 sq. ft. of combined meeting space• Stunning Water Views

Your Conference in Charlottetown...History in the Making!

PRINCE EDWARD

Ph: 902-894-1230


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PRINCE EDWARD ISLANDCONVENTION CENTREOpening Summer 2013

• Adjoins the Delta Prince Edward• Over 50,000 sq. ft. of combined meeting space• Stunning Water Views

Your Conference in Charlottetown...History in the Making!

PRINCE EDWARD

Ph: 902-894-1230

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For t he s i xt h con se c ut ive yea r, MoneySense magazine named Fredericton as one of the “10 Best Places to Live in Canada” in March 2012. All of the things that make it a great place to live also make it a great place to meet.

Fredericton was the first city in Canada to offer a free, community-wide wireless internet network, the GoFred e-zone. Whether you are at the airport, in a taxi or on a riverside park bench, you will always be connected in Fredericton. Major meeting venues (including the Fredericton Convention Centre), convention hotels, and the universities share the city’s commitment to advanced connectivity, and by tapping into the city’s fiber optic backbone they offer access to exceptional bandwidth.

Cult u ra l a nd i nve nt ive o f f- s i t e experiences are what set one conference apa r t f rom a not her for delegates. Freder ic ton’s s te l la r col lec t ion of unforgettable attractions, events and festivals allow meeting planners to offer immersive experiences often too expensive or too complicated in other destinations.

Experience rustic down-home fun with a lobster-cracking Maritime Kitchen Party at the Fredericton Boyce Farmers Market or Drinks with Dali at the Beaverbrook Art Gallery; Regal elegance at one of Canada’s most publicly accessible Lieutenant Governor’s residences or a quiet tipple of fine Scotch at the Lunar Rogue Pub (named one of the best whisky bars in the world by Whisky Digest) – it’s your choice.

Fredericton also has carefully preserved heritage throughout the downtown core and at award-winning attractions, such as nearby Kings Landing Historical Settlement, which offer delegates a range of experiences to enhance their knowledge of Canada’s beginnings and create special Maritime memories.

Live music ranging from blues to Celtic to folk is on tap throughout downtown many nights of the week. Fredericton has been the incubator for several Maple Blues award winners in recent years and as home to the world-renowned Harvest Jazz & Blues Festival Fredericton is becoming recognized as an important part of the burgeoning east coast blues sound.

Top our amenities off with great service. Rendez-Vous Fredericton is the collaborative partnership between Fredericton Tourism and the city’s meeting industry. Members work together to ensure a seamless, sensational experience.

“You have a beautiful city with top-notch experiences to offer and sites to see, I sincerely enjoyed my t ime i n Freder ic ton,” says Debbie Ross, meetings and special events manager, Canadian Nurses Association. “I was so impressed with many of the convention hotels, accommodations, offsite venues, convention centre and, of course, the service – we were treated like royalty!”

Fredericton has all the advantages of a small town: little traffic, easy walking, lots of green spaces and welcoming people. Combined with the big-city amenities, smart facilities and knowledgeable people, it’s the best of both worlds and a premier east-coast meeting destination.

F o r m o r e i n f o r m a t i o n , v i s i t www.frederictontourism.ca.

prInCE EDWarD IslanDPrince Edward Island is Canada’s smallest – and greenest – province, known for its vivid colors, gentle rolling landscape, miles of sandy beaches and red sandstone cliffs.

Pe o ple a t t e n d i n g a m e e t i n g o r conference in Charlottetown, P.E.I.’s capital, are urged to make a vacation of it. And no wonder: Charlottetown is the gateway to the Island’s golden beaches, del icious cuisine, and breathtaking scenery, not to mention theatre, music, and cultural experiences.

A s a m e e t i n g s d e s t i n a t i o n , Charlottetown offers a vast array of excellent conference venues, including: Confederation Centre of the Arts, The Great George Hotel, The Holman Grand Hotel, The Rodd Charlottetown, University of P.E.I. the Charlottetown Civic Centre, and The Delta Prince Edward.

T h e P r i n c e E d w a r d I s l a n d Convention Centre (opening summer 2013) adjoins The Delta Prince Edward; the two combined offer over 50,000 sq. ft. of meeting space with two sections of t he ba l l room of fer i ng f loor-to -ceiling windows, six break-out rooms and an outdoor patio that is able to accom modate up to 600 delegates,


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a l l w i t h s t u n n i n g v i e w s o f t h e Charlottetown waterfront.

O n ly 2 0 m i n u t e s d r i v e f r o m Charlottetown are some of the most b e aut i f u l c o n f e r e n c e r o o m s a n d meeting places in the Maritimes, such as Stanhope Beach Resort and Rodd Crowbush Golf and Beach Resort.

Charlottetown itself is a fascinating combination of history, culture and cuisine. The city contains dozens of restaurants, cafes, and eateries, perfect for a relaxing after-meeting getaway. Named a Top Eight culinary destination in the world by Zagat, P.E.I.’s world-class culinary reputation is due to easy access to the best ingredients. Island restaurants are well stocked with Malpeque oysters, Island blue mussels, lobster, fresh potatoes, handpicked vegetables, cheese, wine, and berry desserts, all made on the Prince Edward Island “million acre farm.”

If you like going for a walk during a break in your meeting’s proceedings, saunter along the extensive boardwalk along the city’s waterfront or visit the Charlottetown Farmer’s Market for an immersion in the

Island’s social life and to savor fresh Island fruit, vegetables, flowers and food.

For delegates wanting to escape the intensity of meetings for a few hours, P.E.I. offers several breathtaking scenic routes to visit by car. Along the way, take part in a vast array of authentic Island experiences (Culinary Boot Camps, Giant Bar Clam Dig, Lobster Fisherman-for-a-Day, Tong and Shuck Oysters), or just take it easy and enjoy the simple pleasures of walking the countless beaches, boardwalks and trails.

And don’t forget the golfing opportunities. The Island is renowned for its golf courses; many of them are within easy driving distance of Charlottetown. Prince Edward Island has 10 of the top 100 golf courses in Canada, all within 45 minutes of each other.

With its reputation as the Cradle of Confederation, the charm of Anne of Green Gables, or the diversity of the Million Acre Farm, P.E.I. has many identities and many ways to welcome visitors, warm their hearts, and gladly share with them the rich bounty of her land and sea.

F o r m o r e i n f o r m a t i o n , v i s i t www.tourismpei.com.

Delta Prince Edward is a 211 room, 4.5 star hotel located on the Charlottetown waterfront in the heart of the City. The Delta offers the unique charm of a waterfront resort while just mere minutes away from shops, restaurants and nightlife. We are a full service hotel, with health and fitness facility, restaurant, lounge, day spa and all of the amenities of a first class hotel.

The much anticipated Prince Edward Island Convention Centre is scheduled to open July of 2013. Managed and operated by the Delta Prince Edward, this first-class Convention Centre will be adjoined to the hotel’s current meeting space. The two combined will offer over 50,000 square feet of meeting space and will feature an outdoor patio, able to accom-modate up to 600 delegates, overlooking the scenic waterfront.

In conjunction with the opening, the Delta Prince Edward is embarking on extensive renovations in efforts to give a distinct new look and feel of the hotel to complement the Convention Centre.

Charlottetown’s Only Water Front Hotel

18 QUEEN STREET, CHARLOTTETOWNdeltahotels.com 902-894-1230

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v E n u E s p o t l I g h t

LAnDMArkDECIsIons

When most people think about a typical corporate meeting or event venue, the image that comes to mind is very often that of a button-down boardroom, a cavernous convention centre or perhaps a swanky hotel ballroom. When looking to create a unique event that’s memorable, nostalgic or just plain old fun, however, more and more corporate planners are focusing their venue search on the myriad possibilities available at cultural and landmark facilities across the country.

From stately mansions and historical homes to art galleries, museums and tourist attractions, cultural and landmark venues are becoming increasingly popular for a wide variety of event types. Not only do these venues offer unique advantages and benefits for event organizers looking to stretch their planning dollar, they are also unfortunately subject to a lot of misconceptions of what’s involved when venturing outside the confines of hotels and conference centres. Ultimately, though, landmark and cultural venues have a lot going for them.

“The biggest advantage of hosting an event at landmark facility is that

it already has a theme and feel,” says Shawn Brandson of Gibraltar Dining Cor p orat ion wh ic h pr ov ide s fo o d and beverage services to Winnipeg’s historic Fort Gibraltar. “Many venues such as hotels or count r y c lubs do not have an identity and their rooms are a rectangular box which has to be accessorized. A landmark venue already has a theme and feel to it.”

Whether it’s a small wedding or social function, a community fundraiser or a corporate training seminar, cultural and landmark facilit ies offer a multitude of benefits not universal ly found in more traditional locales. Among these

the growing appeal of cultural and landmark meeting venues

By Sean Moon

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advantages are the ability of the venue to create a memorable atmosphere to impress the stodgiest of guests, versatility in handling almost any type of social or corporate function, the convenience of one-stop shopping for catering and other services and built-in credibility to enhance the overall image of an event.

Making MemoriesMemorable sett ings and captivating ambience are at the top of the l i st when it comes to choosing a cultural or landmark venue. Whether a one-of-a-kind milieu that can’t be found e l sewhere or t he da z z l i ng b eaut y of the event space itself, these often spectacular sites present unl imited options for the creative event planner.

“Un i q u e ve n u e i s c o n s i s t e n t l y identified as a top corporate criteria in event venue decision-making, along with food and ambiance,” says Lisa Tompkins, director of marketing and communications, CN Tower. “Unique venues such as the CN Tower provide a memorable setting and unforgettable ambience. From the breathtaking ride to the top aboard glass fronted elevators to the spectacular views from the top, venues such as these intrigue attendees and provide inspiration.”

Mark Robert, managing partner of The Carlu in Toronto, agrees. “There are many advantages to hosting an event at a landmark or cultural facility like The Carlu; however the biggest advantage would be the beauty of the space. There is less reason to go out and spend the majority of your budget on décor or draping to set the atmosphere for the event. The architecture and design is enough on its own to give the event personality, class and charm.”


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one-stop-shoppingVersati l ity and convenience are two great additional reasons for selecting a cultural or landmark site. From offering outstanding catering and presentation services to giving meeting organizers enormous flexibility in terms of event theme, décor and type of function, these venues can help streamline many of the rigors of event planning.

“We do over 50 weddings a year but business meet ings and conferences are ideal for a landmark facility,” says Brandson. “Having the theme of the fur trade era of 1815 creates a lot of options for teambuilding and entertainment. Activities such as axe throwing, races,

tug-of-war and skits are great activities and icebreakers. Being able to book all these activit ies directly through our full-time catering services ensures that the activities will be done in a way that exceeds expectations.”

The Royal Canadian Mint is another Winnipeg landmark venue that thrives on the uniqueness of its facilities as a corporate meeting option.

“ We h a v e h o s t e d a v a r i e t y o f events including weddings, showers, internat ional conferences, business meet ings, tour ism gather ings, and spor t i ng event s,” ex pla i n s Tracey Thomson, acting supervisor, Boutique and Tour Operations for the Mint. “Our

theatre can be adapted to a variety of event needs including theatre seating for presentations for up to 150 people, round table seating for 80 for lunches or din ners, and an at r ium suitable for stand-up receptions for up to 250 people.”

historical significanceI f b u i l d i n g y o u r o r g a n i z a t i o n ’s reputation and infusing the event with credibility are your goals, landmark and cultural venues may be just the t icket. Many of these venues are not only historically significant, they also feature staff with a high level of local knowledge and expertise to enhance the professional image of any corporate or social event.

“There is a lot of credibi l ity with The Carlu being a designated National Historic Site,” says Robert. “The Carlu’s sta f f k nows the h istor y and intent behind the design of the space. It is not just a blank room – there is function in every detail. When holding an event at The Carlu, you gain the assistance of our staff and are able to use this knowledge to enhance every aspect of your event.”

Date: Nov 01, 2012Job#, Filename & Version#:

CNT12280_Corporate_CME_FP_FNLAd Size: 8.375” x 10.875” # Colours: 4/0

Bleed: 0.125" 4 Col Process

Client: CN Tower Artist: Sophia Safety/Live: N/A

Campaign: Corporate Acct. Mgr: KH File Built at: 100% (1:1)

Ad#: Full Page Insertion Date: November 2012 Line Screen: 100lpi PMS PMS

Pub: CM&E Ship Date: November 01, 2012

Approvals: Date: Signature: Approvals: Date: Signature:

Prod Artist: Copywriter:

Proofread: Studio:

Acct Mngr: Art Dir:

Acct Dir: Client:

To book an event,phone (416) 601-4718or email [email protected]

301 Front Street West,Toronto, Ontario M5V 2T6

go aboveand beyondwith yournext event.

The CN Tower, one of Canada’s top attractions, is also a unique and state-of-the-art destination for corporate events. Award-winning cuisine, customizable menus and exceptional service set among spectacular views are just a few of the ways the CN Tower will go above and beyond with your next business event.

Event Services• Menu• Themed lunches & dinners• Cocktail receptions• Dinner dances

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art galleries and studiosperforming artsCulinary and Wineriesuniversities and CollegesMuseumsExhibition Centres

Ethnic and Cultural Community Centresplaces of Worshiplibrariesscience and technologyMulti-use facilities

tourist attractions historical sites historical buildings natural and geographic landmarks

v E n u E s p o t l I g h t

types of cultural and landmark Venues

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Date: Nov 01, 2012Job#, Filename & Version#:

CNT12280_Corporate_CME_FP_FNLAd Size: 8.375” x 10.875” # Colours: 4/0

Bleed: 0.125" 4 Col Process

Client: CN Tower Artist: Sophia Safety/Live: N/A

Campaign: Corporate Acct. Mgr: KH File Built at: 100% (1:1)

Ad#: Full Page Insertion Date: November 2012 Line Screen: 100lpi PMS PMS

Pub: CM&E Ship Date: November 01, 2012

Approvals: Date: Signature: Approvals: Date: Signature:

Prod Artist: Copywriter:

Proofread: Studio:

Acct Mngr: Art Dir:

Acct Dir: Client:

To book an event,phone (416) 601-4718or email [email protected]

301 Front Street West,Toronto, Ontario M5V 2T6

go aboveand beyondwith yournext event.

The CN Tower, one of Canada’s top attractions, is also a unique and state-of-the-art destination for corporate events. Award-winning cuisine, customizable menus and exceptional service set among spectacular views are just a few of the ways the CN Tower will go above and beyond with your next business event.

Event Services• Menu• Themed lunches & dinners• Cocktail receptions• Dinner dances



The CN Tower’s Lisa Tompkins echoes those comments, adding: “When the uniqueness of the venue is matched by the quality of cuisine and service delivery, attendees really feel they are getting an extraordinary experience – it improves the brand reputation of the organization hosting the event and increases the ‘wow’ factor for delegates.”

Improving ImageDespite these apparent advantages, however, cultural and landmark venues of may have received a bad rap over the years. Considered by some to be too small, poorly marketed or inefficient, many of these venues are working hard to overcome these misconceptions.

“Event planners may not realize the Mint is available for booking, or that we have multiple spaces available to meet a variety of needs at a competitive price,” says Thomson. “In fact, The Royal Canadian

Mint is a landmark Winnipeg building with a breathtaking 110-foot glass tower building that offers a unique venue for events from weddings to meetings and conferences.”

Mark Robert says the perceived cost of holding an event at a facility such as The Carlu is also a factor. “The biggest misconception when it comes to landmark or cultural facilities is that the cost is extravagantly more than other venues. When you look at other spaces where you have to bring in everything from draping, lighting and extra décor to give the space character, it increases the cost. Being in a space where the design and architecture itself is the character, you don’t even have to think about additional décor.”

Whether your meeting can benefit from a focus on culture, history or ambience, it’s obvious there’s a world of intriguing possibilities just waiting to be explored with cultural and landmark venues.



MEEtIng thE ChallEngE

a commitment to sustainability – the way we impact people, industry and the planet; inspiring global connections – more integration of ethnic groups; and to continue the search for technology that can simplify the planning process – create a more efficient experience before, during and after the meeting or event.

CM&E: What solutions or strategies can you offer?F i o n a M a r s h a l l - W h i t e : W i t h technological solutions on the rise to provide good quality programs via the internet, it helps to ease the issue of time availability and fees. I don’t think you can still get away from the value of face-to-face meetings but if you have to find an alternative for many of the meetings both time- and cost-wise, providing the events via a webinar or such certainly helps address these issues.Helen Van Dongen: The only strategy that’s ever worked for me is to ask my client as many questions as possible, up front, and be straight with my suppliers about what I need and what I have to spend. Sometimes we can’t make a deal, but the sooner we find that out, the more likely we’ll want to try on another occasion.Marianne Thompson: One possible solution would be to inspire attendees with an event that uses purpose-driven desig n – events a nd meet i ngs a re about people, not stuff, or tradition, technology, or trends. It has become clear that we need to deeply impact

CM&E: What are some of your biggest challenges as a corporate meeting and event planner in Canada?

Fiona Marshal l -White: Reduced budgets, particularly in the non-profit world, challenge the quality of the program that can be delivered. However, we’re still expecting top-notch quality and speakers within that

reduced budget. Additionally, marketing our events in a very competitive world where your delegates’ time is challenged along with their budget for registration fees combine to make a challenging environment.

Helen Van Dongen: These days, budget and lead time are top of the hit parade. We work with ever-leaner budgets, and are expected to maintain the look and feel of lavish events at a reduced cost. Hotel occupancy is back

to 2007 levels, but rates are not. As a result, availability can be a real challenge; even when you find the space you want, there’s heavy pressure to sign quickly, as there’s always someone next in line.

Marianne Thompson: Leaving a memorable and positive impression on event attendees, while making the most of forward-thinking facilities and creative cost-friendly solutions, make up

the biggest challenge for planners. Other challenges include: an ability to demonstrate

From shrinking budgets to the social media revolution, today’s corporate meeting and event planners are faced with a multitude of constantly shifting priorities and unique challenges. How are some of Canada’s top corporate planners meeting these challenges and devising solutions for their respective organizations? Join the conversation as CM&E checks in with three leading planners in the Canadian corporate meetings industry and gets them to weigh in on some of today’s most pressing issues.

people that care about value to improve p r og r e s s a nd e n c ou r ag e s uc c e s s . Content needs to be an experience and show trust and value with stakeholders.

CM&E: What current trends do you think will continue to have a major impact on the industry and why? Fiona Marshall-White: I think hybrid meetings are the wave of the future. As we start to resolve issues regarding servers for file size for hybrid meetings via the internet, I think this will be a growing trend. I also believe in terms of food and beverage that attendees will continue to demand lighter meals, healthier choices and more unique options at reasonable prices. I’m not sure that all hoteliers are embracing this and wanting to think outside the box just yet with options, but I do think this trend will continue.Helen Van Dongen: There’s no question that social media and conference applications will continue to be demanded by participants and organizing committees, even without a full understanding of their benefits; no one wants to risk falling behind. The shift towards ‘edutainment’ seems here to stay; presenters will continue to be evaluated not just on their content, but on their creativity in conveying it. When each delegate has a smartphone in hand, grabbing – and keeping – people’s attention isn’t easy.Marianne Thompson: Social media is no passing fad. This has become an integral part of events and provides an avenue for igniting your audience on a global scale. Social media also encourages interaction with the event and brand and it shows irrevocable evidence

C o r p o r at E p l a n n E r Q & a

Fiona Marshall-White, CMP,ManagingDirectorofEvents,TheFraserInstitute

Helen Van Dongen, CMP,CMM,NationalDirector,EventManagement,KPMG

Marianne Thompson, CMP,CMM,DirectorofSpecialEventsandMeetings,RE/MAXPromotionsInc.

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of the power of events. No other medium can have this effect both live and connected digitally and socially. Mobility will also continue to play an increasing role for all business and help integrate real time social content into an online brand experience. Finally, short lead times will continue and remain a challenge.

CM&E: What things would you most like to change about our industry and why?Fiona Marshall-White: I understand why hoteliers are not keen on providing ballrooms or larger meeting space to events which require little to no bedroom space. However, I think hoteliers and planners need to try and find a solution that works for both parties. Booking a ballroom for a specialty fundraiser or meeting just six to eight weeks out at a maximum is just not an option for many of us. I understand that the hoteliers have to sell their bedroom space first but I think together we need to find better solutions, especially if we provide each other with repeat business year after year and with a reasonable food and beverage minimum spend for the hoteliers.Helen Van Dongen: At the risk of sounding like Rodney Dangerfield, I’d like meeting planners to get some respect. No, it’s not neurosurgery, but it does require some specialized knowledge. Simply having planned your daughter’s wedding, or your four-year-old’s Spiderman-themed birthday party, does not entitle you to micro-manage my team members, second guess my decisions, or contact my suppliers directly, when I can’t give you what you want. I recognize that I’m not qualified to do your job; why don’t you recognize you’re not qualified to do mine?Marianne Thompson: Look for drivers of change that have become big disruptive shifts that are likely to reshape the future landscape. Finding these drivers will not only be found in the planning world but will be relevant to future work skills everywhere. Some “futuristic driver” examples would be: Extreme longevity (increasing human lifespans around the world will change the nature of learning and working; new multi-media technologies are bringing about a transformation in the way we communicate – we will literally develop a new language for communication that will enable new ways

for groups to come together and collaborate, bringing in new levels of transparency to our work and personal lives.

CM&E: What do you think are the biggest untapped opportunities that currently exist for meetings and events and how can corporate planners take advantage of those opportunities? Fiona Marshall-White: Greater synergy between planners which may benefit hoteliers and planners alike. I think hoteliers have the opportunity to be the conduit between both parties and we often may not realize how valuable this can be. Some of us may have the ability to put similar-type meetings back to back to help us save on costs and the hotelier may win more business by just being the facilitator of this synergy. Helen Van Do n ge n : I f t he r e a r e opportunities for corporate planners to capitalize on – as you’d think there must be – I can’t say what they are. Every senior planner I know feels like they’re treading water in cement shoes. Between budget constraints, diminishing lead times, hiring freezes, increasing event volumes, spiraling client expectations, and ever-changing meeting specs, it takes all the strength we have to keep our heads above water. If we shift our focus at all, it’s more likely to be a quick look for fins, rather than a lifeboat. Marianne Thompson: From a practical standpoint, speakers could make better use of technology to deliver presentations through smartphones and encourage interactive conversation by using social media.

CM&E: What aspects of the industry do you feel are being left out of the

current curriculum of event planning educat ional prog rams? W hat other aspects of industry education do you feel are important and why?Fiona Marshall-White: Marketing of events-building and developing a marketing plan. I recently wanted to find a program to have my coordinators upgrade their skills and I couldn’t find a program locally. I tried to find an online course and this too was not available. Teaching students the value of relationships of suppliers and planners I think is also huge. Building strong relationships is invaluable to those on both sides of the table. Helen Van Dongen: It’s long been a challenge to find valuable senior level planner education. If you stop growing after learning how to read a BEO, or format a trade show floor, you’d better not be ambitious. Business leaders don’t care about logistics, they care about profit. Show them how adept event management can cut expenses, or (better yet) generate additional revenue, and you’ll have their attention. Advanced development options for planners must centre on serving the organization through meetings, understanding and making connections in the business, rather than talking to each other about the latest venue or trendy dessert.Marianne Thompson: I would like to see more emphasis on graduated practical experience – during and post education (For example: working in a hotel that is primarily staffed by students.) There is nothing like hands-on training and real-world experience. This creates an appreciation for every position in hospitality and planning. Because you are exposed and understand the various aspects you experienced, you can relate better and your collaboration with suppliers as a planner will be effortless.


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thE bEst of both WorlDs

around the world. That’s an audience increase of nearly 50 per cent!

Alternatively, maybe you’d like your event to be a little greener and help keep the environmental impact in check. By reducing travel and hotel requirements, hybrid meetings can help you accomplish that. And if you want to create an event that’s easily customizable based on your audience and the technology available, hybrids are the way to go.

Of course, it is important to keep in mind that hybrid meetings are designed to let the online or virtual experience enhance the live experience, not replace it. Let’s take a look, then, at some of the strategies and best practices for making your next hybrid event a resounding success.

start smallIf you don’t have the budget or the tech savvy to stage a full-on hybrid event, take some baby steps f irst. Perhaps that means streaming only the general session on l i ne. Or maybe you ca n think about a real-t ime webinar for online participants while their on-site counterparts attend breakout sessions.

For anyone still unsure about what a hybrid meeting is, try to look at it this way: Take a typical live event such as a conference, seminar or convention, add some technology such as smartphones, audience response systems and the Internet, and top it off with social networking and interactive connectivity and you have a recipe for a textbook hybrid event. Keep in mind, though, that the prospect of marrying technology with live event planning doesn’t have to be overwhelming, as long as we understand some of the great benefits to be found in hybrid events.

Expand Your audienceIf you have an audience that can’t come to your event due to such things as travel time, budgets, or weather, hybrid meetings can take your event to them. Then there’s the cost savings of delegates not having to pay for hotel rooms, meals and travel expenses. In addition, there are the benefits of having access to a global market. For example, I read recently that Cisco had an event awhile ago with 10,000 live attendees, with an additional 4,500 joining in from more than 28 countries

Years ago, if someone mentioned the word “hybrid,” it could easily have been your grandmother talking about her prize-winning orchids. Today, not only has the term hybrid become synonymous with fuel-efficient cars and trucks, but it has also made its way into the world of corporate meeting and event planning. In fact, the hybrid meeting is something that is becoming more and more common as we continue to blur the lines between live events and online communication.

seek a balanceTry to give the two components equal weight and billing, both in terms of promotion and content. It’s always a good idea to allow interaction between the live and virtual participants. And don’t forget to ensure that your audio-visual components are suitable for both live and broadcast quality.

Create valueMake sure your content is worth paying for, particularly if you intend to charge for online participation. Creating value for your delegates has become absolutely essential in the online world. If you expect people to stay engaged, whether in person or on a web feed, you’d better make sure they have a reason to be there.

stay on trackWe all know that live events can often run behind schedule. But if this becomes a habit with your hybrid meetings, your online guests won’t hang around long enough to hear your message. Start and finish your events on time and there will be a next time.

follow upOnce the event is over, make the most of the virtual opportunities for both the online and live participants to connect, learn and network. By using social media channels such as LinkedIn, Facebook and Twitter, as well as virtual and offline gathering places such as Tweetups, Meetups and Google Hangouts, you can keep the conversation going long after the real-world event dust has settled.

If you haven’t yet had an opportunity to stage a hybr id meet ing for your clients or organization, it ’s t ime you started giving these kinds of events some serious consideration.

t E C h ta l k

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Docket MA038-479 Client IMAGEWEAR Date Oct 29, 2012 Ver FNLJob Rubik cube - Magazine Ad Specs Full Page: 8.375"x10.875" Pub/Printer CORPORATE MTG & EVENTS - Ellen McManus Material Deadline Nov 1, 2012

IMW_CorpMtg&Events_CustomDesign_FP-8.375x10.875_FNL.indd 1 2012-10-29 4:49 PMUntitled-8 1 12-11-02 4:49 PM

By Sean Moon

12062_CME_Q4.indd 40 12-11-08 3:29 PM

Final Approved

www.imagewear.ca

Custom design. Because we never forgetthat there’s a YOU in Uniform.

The old defi nition of uniform no longer works

for companies who need to refl ect their

uniqueness in what their people wear to

work. Today’s uniform has to be an extension

of the brand, while comfortably fi tting each

individual who wears it—and invariably an

off -the-shelf solution is not a solution.

That’s why Imagewear’s custom uniform

program fi ts so many companies, so well.

We’ll provide the appropriate fabrics,

custom tailoring, expert embellishment and

procurement strategy that fi t the uniqueness

of your organization, your people and the

way you work, down to the ground.

Find out more about how we can customize

uniforms that work better for you, from initial

design through to program management,

contact us today at 1-877-675-1513.

Docket MA038-479 Client IMAGEWEAR Date Oct 29, 2012 Ver FNLJob Rubik cube - Magazine Ad Specs Full Page: 8.375"x10.875" Pub/Printer CORPORATE MTG & EVENTS - Ellen McManus Material Deadline Nov 1, 2012

IMW_CorpMtg&Events_CustomDesign_FP-8.375x10.875_FNL.indd 1 2012-10-29 4:49 PMUntitled-8 1 12-11-02 4:49 PM12062_CME_Q4.indd 41 12-11-08 3:29 PM

Conferences and meetings can have significant carbon footprints. Power, ground transportation, air travel, paper and many aspects of an event can all contribute to greenhouse gas emissions. Knowledge is the key towards sustainability and increased social responsibility. More and more meeting planners are recognizing the importance of planning a green event and want to do their part in helping the environment.

Whether your goal is to decrease CO2 emissions, travel-related fuel consumption or paper usage, the following smart phone apps will assist meeting planners in operating a green meeting:

Seafood Watch recommendations help you select ocean-friendly seafood at restaurants and for catered functions. The app contains current recommendations for seafood and sushi along with complete detailed information to help planners make the right choices. (http://meetingapps.com/seafood-watch)

Green travel choice allow you with just two clicks on a GPS-based map to get your CO2 emissions for bus, train, motorcycle, various car types and plane trips. Now it’s up to you to make a green travel choice for your next meeting! (http://meetingapps.com/green-travel-choice)

the GoodGuide app instantly reveals whether products are safe, healthy, green and socially responsible. The app’s barcode scanning feature lets you quickly access GoodGuide’s science-based health, environment and social ratings for over 170,000 products. Allow this app to help guide your meeting purchasing decisions. (http://meetingapps.com/goodguide)

Green tips! is an app that shares a new green tip each time you open it. Once you've seen a new tip, it will be placed in a list for you to easily reference at any time in the future. (http://meetingapps.com/green-tips)

Route4Me's navigation app makes multi-destination trips quick and easy. Unlike most navigation systems, Route4Me provides the optimal route especially when visiting multiple destinations (i.e. during site inspection visits or when on tours) Save time, money, and energy by optimizing all tour routes. (http://meetingapps.com/route4me)

Soundnote provides a green method of note-taking during meetings. It tracks what you type while recording audio, so you'll never have to worry a b o ut m i s s i n g a ny t h i n g. W h i l e playing back your recording, just tap a word. SoundNote will jump that specific point in the audio recording. (http://meetingapps.com/soundnote)

bamboo Paper provides the ability to create virtual notebooks for your iPad. Paired with the Bamboo Stylus, it turns an iPad into the ultimate paperless communications tool for use at work and meetings. (http://meetingapps.com/bamboo-paper)

bump shares contact information and photos by simply bumping two phones together. This eliminates the need for printed business cards. It creates an efficient way for tradeshow attendees or meeting delegates to exchange information. (http://meetingapps.com/bump)

the conference cO2 Calculator assists in identifying locations for a potential event. The app helps select locales less harmful to the environment, depending on where your delegates are traveling from. (http://meetingapps.com/conference-co2-calculator)

the Green Globe app delivers a wide selection of sustainable resorts, hotels, conference centers, attractions and tour experiences. Green Globe is a recognized leader in certification of sustainable travel and tourism businesses, making it easy for you to make the right selection decisions. (http://meetingapps.com/green-globe)

Joseph Lo is a “Meeting Appspert” and the founder of Encore Web Studios, a company specializing in websites and custom online registration systems for the meeting planning, travel and hospitality industries. Encore Web Studios has partnered with Invenia Inc to develop MeetingApps.com, the first directory for apps specific to the meetings industry. MeetingApps.com has thousand of apps categorized by useful headers such as: Air Travel, Conferences, CVBs, Hotel Search, Meeting Management and much more.

thErE’s a grEEn app for that!

s u s ta I n a b I l I t Y


12062_CME_Q4.indd 42 12-11-08 3:29 PM

12062_CME_Q4.indd 43 12-11-08 3:30 PM

YOU’VE NEVER STAYED WITH US (LIKE THIS) BEFORE. Delta is proud to introduce ModeRoom™, a new kind of guest room for a new kind of traveller. In designing these rooms, our approach was simple. Make it functional. Make it versatile. Make it comfortable. Make it beautiful.

• Get down to business at the SmartDesk™ work area. • Power up with bedside docking for your mobile device. • Play movies, music and even presentations on the large-screen HDTV. • Connect with complimentary wired or wireless high-speed Internet service. • Refresh with philosophy™ personal care products. • Relax when the day is done in your pillow-top Delta Sanctuary bed.

Available at eleven Delta hotels and resort locations to date. To learn more, visit deltahotels.com/moderoom

The newly designed Delta Calgary South.

CM&E_full pg ad_Dec 2012 Print EN_C.indd 1 10/31/2012 4:02:55 PM

YOU’VE NEVER STAYED WITH US (LIKE THIS) BEFORE. Delta is proud to introduce ModeRoom™, a new kind of guest room for a new kind of traveller. In designing these rooms, our approach was simple. Make it functional. Make it versatile. Make it comfortable. Make it beautiful.

• Get down to business at the SmartDesk™ work area. • Power up with bedside docking for your mobile device. • Play movies, music and even presentations on the large-screen HDTV. • Connect with complimentary wired or wireless high-speed Internet service. • Refresh with philosophy™ personal care products. • Relax when the day is done in your pillow-top Delta Sanctuary bed.

Available at eleven Delta hotels and resort locations to date. To learn more, visit deltahotels.com/moderoom

The newly designed Delta Calgary South.

CM&E_full pg ad_Dec 2012 Print EN_C.indd 1 10/31/2012 4:02:55 PM


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