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Sustainable GothenburgMeetings & Events InitiativeGuy Bigwood, MCIGoteborg &Co Member Meeting

27th Jan 11

The GMIC is the premier

global community solely

dedicated to sustainability

not only through education,

but also by spearheading

research, policy and

standards for the meetings

and event industry

+600 leaders > 30 Countries

Our mission is to transform

the global meetings industry through

sustainability

The Sustainability Revolution

How do weleverage

Goteborg leadership?

…and increasecompetitive advantage

Industry

Client

Supplier

Consumer

TRENDS

Global Consumer Trends

• 76% buy green products (Eur & US)

• Only 8% majority buyers

Consumer Revolution

51% consumers would

choose green awarded

hotel if given choiceVisitEngland 2010

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93% CEOs say

Sustainbility critical to their Success

UNGC Accenture Report

The Big Question?Are clients asking for sustainability today?

What about event planners?

76% of EMEA meeting planners report that CSR will be a focus

for their organizations (63% in U.S) FutureWatch 2010

18% have a dedicated CSR team or group

Fact: Clients are asking!

1. Does your company have a Corporate Social Responsibility policy?

2. Does your company have a person in charge of the CSR policy?

3. Does your company publish a CSR report?

4. Please describe your company’s process for implementing CSR standards in its supply chain?

Examples from RFPs received by MCI in 2010

Destinations using sustainability as a competitive differentiator

and business generator

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Summary: Drivers for change

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Increasing consumer pressure

Evolution in corporate sustainability

Increasing Client Demand

Increasing Competition

Opportunities await..Attract new business

Reduce operating costs

Reduce environmental impacts

Create an even healthier, better city to live and work in.

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Sustainable Gothenburg

How sustainable is Gothenburg as a meetings and events destination?

– Identify two specific examples– How does Gothenburg compare against other cities?

Sustainable Gothenburg: Meetings and Events

Project Initiators

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Project Mission

Position Gothenburg as a global leading destination for sustainable meetings and events

Project Objectives

1. Obtain international press attention and achieve significant PR impact

2. Increase revenues by attracting influential sustainability and CSR events

3. Catalyze sector innovation through collaboration

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Project Phasing

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1

Strategy

2

Engage

3

Govern

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Phase 1: Strategy

1. Market survey of ICCA top 20 destinations and venues

2. Operational Gap analysis of destination and Svenska Mässan

3. Third party evaluation of Miljödiplom and other certification schemes

4. Development of strategic plan with recommendations to increase performance and positioning

Market and Gap Analysis

Gre

en M

eeti

ng

s

Green Destination Infrastructure

Industry Thought Leaders

Developing Leadership

Copenhagen

London

Amsterdam

Budapest

AthensBangkok

Stockholm

Seoul

ParisBerlin Vienna

Performance Leadership

Process Leadership

Copyright MCI

Pro

cess

Performance

Thought Leadership

Performance Leadership

Process Leadership24

54

12

270

Copenhagen Bella Centre,

Amsterdam RAI Buenos Aires Rural

Predio Ferial

London Excel

Stockholm CC

Coex Seoul

Bangkok CC/Centara

Barcelona CCIB

Messe Berlin

Sao Paulo Expo Centre Norte

Developing Leadership

Svenska Massan

Copyright MCI

74% of Gothenburg`s

hotels certified

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86% Large Hotels and 44% Small HotelsProbably a world record for a city of this size

Conclusions: Phase 1

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You have a great story to tell

You need to share it

Phase 2: Focus

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Collaborate

Integrate

Communicate

Collaborate

Engage local community

Get input

Engage Regional & International community

Facilitate learning and sharing

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Collaborate Plan

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Exec Board MtgDec 15th

Gothenburg CVB Members Mtg

Jan 27th

Form Advisory Commitee

Co-Create

GMIC Sweden

GMIC Chapter

Meeting @TURMarch 23 – 25th

Organise Sustainability

Seminars

Phase 2: Integrate

Align destination messaging

Elevate Miljödiplom certification scheme

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Phase 2: Communicate

Improve market visibility

Establish thought leadership

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Project Summary

1. Obtain international press attention and achieve significant PR impact

2. Increase revenues by attracting influential sustainability and CSR events

3. Catalyze sector innovation through collaboration

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Position Gothenburg as a leading global Sustainable Meetings and Events Destination

Call to action!

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Scale up

Stand upSpeed up

GothenburgLets go:!

Guy.bigwood@mci-group.com