Picking the right destination

Over the past couple of days I have been thinking about the impact the destination choice can have on whether one chooses to attend a meeting/conference or not. Using myself as a reference point I realise that the destination does play in role in my selection process when selecting a conference to attend. For example, there is a conference on the subject of gaming which I would like to attend. This conference is run both in Macau and Las Vegas (the Las Vegas version offering an expanded programme). My first choice was automatically Las Vegas - the mecca of gambling.

Funny thing, the programmes would be almost similar and it is of course a lot more convenient to go to Macau. However, as a destination Las Vegas is a whole lot more attractive - particularly from the stand point of view of the conference focus i.e. gaming.

So, what should we take into account when looking at destination options for a meeting or conference we are planning to organise? There are criteria which are practical in nature - geographical location, accessibility of the location; availablity of MICE facilities; safety and security; availability of manpower and support services etc. Then there is the emotional pull of the destination. This is an important criterion - the image and branding of the destination. In my example above, Las Vegas is the mecca of gambling - what more appropriate place is there to hold a conference on gaming than in Las Vegas. Of course the city is a fully functioning convention destination, exceeding all the "practical" criteria. The emotional pull was the tipping point for me.

The emotional pull is an important point. We see it subtly, and sometimes not so subtly, displayed in the destination branding advertisements put out by NTOs, particularly those targeted at the business traveller (business events etc). Next time you happen to watch a destination branding advertisement, do a quick calculation on how much focus is placed on the practical and how much on the emotional. I think you will be surprised by the results.

Is a meeting just a "meeting"?

I know that my topic this week should focus on the M.I.C.E. industry in general. However, I came across something that got my engine firing on all cylinders ala "motor-speak". Martin Sirk, the CEO of International Congress & Convention Association (commonly known as ICCA) contributed his views in the lastest issue of the publication, Incentives & Meetings International.

In the short article he stated, "Leading companies have realised that the human capital brought together for a 3- or 4-day meeting has vast potential that's only limited by the imagination of the organisers". How true this is. Drawing a connection to the M.I.C.E. industry in general, the platform for networking and business business relationships is a major contributing factor to the succees of the industry.

Back to meetings and conferences. An organisation's ability to create, build and develop its business relationships - with customers and potenial customers; with business partners and suppliers; with vendors; with industry peers; with government and local authorities - is critical to maintaining and advancing its competitive position. This especially so when you consider customers/potential customers and business partners. When you can, therefore, get everyone together in one place and for a period of 2-3 days, imagine the benefits that the organisation can gain - the networking and business of relationships; the bonding over times of fun, enjoyment and relaxation; times for generating ideas and creating opportunities......the list just goes on.

Many of these benefits cannot be truly replicated when it comes to meetings held in cyberspace. The physical human presence still counts.....and in my book, it counts for a lot!

The Importance of the M.I.C.E. industry

There has been a growing groundswell in the United States to encourage companies, corporations, organisations and associations to continue to organise meetings, conferences, tradeshows and other M.I.C.E.-related events, even in the face of worsening economic conditions. Members of the M.I.C.E. industry have banded together to lobby both the federal governments as well as business sectors in an effort to generate M.I.C.E. activities. This is important as M.I.C.E. events actually benefit a wide range of businesses in the cities they are held.

Lets take a look at some of these benefits:
- business visitors coming to attend an event: they spend money on accommodation, food, drinks, transportation, and even on shopping
- organisers spend money on venues, and purchase services from suppliers in the M.I.C.E. industry
- the spending generates sales for businesses and keeps people hired
- tourism numbers and receipts go up for the destination concerned (a city or state)

And then when this goes on long enough, both government and private sector will see the need to invest in the upgrading of facilities or the building of additional (and new) facilities. So what we have here is and economic cycle of activities that helps to perpetuate growth and development.

So we do need to lobby businesses to get them to continue to organise and participate in M.I.C.E. events. I think the American lobby - Keep America Meeting - is a good model to look at. If I remember correctly, I made a reference to this in an earlier post.

Let's keep pushing on. As much as the M.I.C.E. industry keeps going to government for assistance, reliefs, tax rebates etc. I think its equally important (if not more) to reach out to the general business community, organisations and associations to convince them of the need to continue holding and participating in M.I.C.E. events/activities.