Focus on a destination that is unique and include fun activities to keep attendees engaged. Photo by Marcelo Murillo / Courtesy of Joe Fijol

It’s not a secret that amazing, personalized incentive travel programs lead to brand loyalty. When companies award their best employees with awe-inspiring destinations and memorable moments that redefine extraordinary or can’t-get-anywhere-else experiences, with exclusive access to venues, entertainment, events and more — this fosters team bonding and inspires productivity.

From off-the-beaten-path adventures to immersive cultural experiences, understanding the facets of creating unique incentive travel experiences to impress attendees in today’s competitive business environment is paramount.

Now for planners, choosing the right incentive travel destination involves a lot more than simply selecting the latest hotspot. For attendees who have seen it all, it’s about sparking their imagination and giving them something they’ve never seen.

For Shana Davison, CMP, founder and managing director at ASPIRE Event Management in Ankeny, IA, unique incentive travel involves destination diversification because she recognizes the importance of highlighting emerging and unconventional travel destinations that offer unforgettable experiences for corporate incentive trips.

“Our success as professional planners highly depends upon the perception of others and whether the experiences we create are perceived to be positive, enjoyable, valuable and unique,” Davison says.

“Unique incentive experiences capture attendees’ attention and spark excitement, leading to higher engagement levels,” she adds. When attendees are genuinely interested and engaged, they are more likely to participate actively and derive greater value from the experience. The attendees’ experience is a direct reflection of Davison’s planning services and ultimately benefits the companies she represents in many ways.

Specifically, Davison says that offering unique corporate incentive experiences can help attract top talent to the company and retain existing employees. Employees are more likely to stay with a company that values their contributions and invests in their well-being, including providing opportunities for unique experiences and personal growth.

“Also, providing attendees with unique experiences creates lasting memories that they are likely to associate with the company or brand. These positive memories contribute to stronger brand loyalty, increased satisfaction and favorable word-of-mouth recommendations,” Davison says.

“And sharing unique experiences fosters camaraderie, strengthens bonds and cultivates a sense of community, both within the company and with external stakeholders.

Recently, Davison set out to curate an incentive program for an event that showcased the best of Charleston, SC, while offering unique and immersive activities that would capture the essence of Charleston’s charm while offering an eco-friendly element.

Attendees embarked on their exploration of Mount Pleasant, SC, by way of beach cruisers, immersing themselves in the serene panorama of the Cooper River and the bustling Charleston Harbor. Guided by experts, this leisurely tour wove through iconic landmarks and historic sites, offering participants not only a sense of adventure but also opportunities for wellness and educational enrichment.

Attendees also were able to experience an authentic and nostalgic journey through the city of Charleston aboard horse-drawn carriage rides.

“This experience offered more than just sightseeing – it was a captivating exploration of Charleston’s architecture, culture and pivotal historical events. Through engaging storytelling, attendees gained profound insights into the city’s rich heritage, deepening their appreciation for its unique charm and character,” Davison says.

Attendees were whisked away to a historic venue, where they began a culinary journey through the heart of the South. They enjoyed a Lowcountry Boil, also known as a Frogmore Stew — a one-pot meal consisting of shellfish, crab, corn, potatoes, sausage, onions, and butter, which captures the essence of the region’s rich flavors and cherished traditions.

According to Taya Paige, CMM, strategic advisor at ITA Group, incentive travel can and should engage and motivate the entire audience it is designed for. “When a unique trip is properly designed for the audience with communications that tell the story of a unique trip, it’s aspirational and there is a sense of urgency, that if they don’t make the trip, they may never get an experience like it again,” she says.

No matter the destination, Paige finds ways to make it unique with a twist that will surprise and delight. One of her favorite incentives that ITA Group planned was to South Africa. They incorporated two nights in Cape Town at Mount Nelson and three nights at Sabi Sands in Kruger.

“In orchestrating an unforgettable incentive trip for a close-knit group of 50, we transformed a routine tour into an extraordinary adventure. Witnessing tears of gratitude, we defied expectations with unique experiences, such as a day tour to the Cape of Good Hope via jeeps and Harley Davidsons,” Paige says.

“From a picturesque viewpoint rest stop with hot coffee and treats to a private beach lunch, culminating in a speed boat tour around the Cape to see the penguins in their natural habitat on Boulder Beach, we converted a potential lengthy bus ride into a series of cherished memories. This was just the beginning of our creatively crafted, once-in-a-lifetime journey for our attendees,” she says.

“Distinct incentives and experiences create fond memories and foster a deeper emotional connection between a company and its employees, employees and their company’s mission statement, and finally, between employees and a destination,” says Rachael Signer, vice president of events and business development at Signature Travel Network.

“These novel experiences stimulate better employee engagement. It’s the most effective form of ‘team-building’ you’ll find,” she says.

Signer strives to provide once-in-a-lifetime experiences for attendees at events. But, it’s equally important to leave a positive impact.

“We need to leave a place better than how we found it when hosting an event — especially a destination like Maui, where our support did and can still make a significant difference to a community facing adversity,” Signer says.

During the annual owners’ meeting, more than 450 Signature Travel members gathered in Maui at the Grand Wailea to celebrate the company’s progress in 2023 and look forward to 2024 initiatives. While they conducted their traditional business, most attendees identified the giveback opportunities as the event’s true highlight.

“The devastating wildfires happened in Maui on August 8, 2024, only a month before our event,” Signer says. “We continued with the event after careful consideration and in-depth discussions with our local partners and tourism authorities. An event like the Owners’ Meeting is crucial in supporting businesses of all sizes, ranging from drivers to hotel employees, photographers, audiovisual professionals and even family entertainers.”

The event was incredible with the backdrop of breathtaking Maui sunsets. As a special gesture, they delighted all attendees with a pair of Maui Jim sunglasses, which were met with tremendous enthusiasm. This not only brought joy to participants but also provided the company with an excellent opportunity to support a local business.

Each night held its unique charm, especially the pre-dinner event they had at the Andaz. Before dinner, they arranged a market pop-up featuring local vendors from the Lahaina area, providing them with an opportunity to sell their unique products.

“I came home with authentic jewelry, hot sauces, Maui clothing and my new favorite Aloha mug. Attendees not only enjoyed the shopping experience but also left a lasting impact on the artists, who were moved to tears by the end of the evening,” Signer says. “Their expressions of gratitude echoed the kindness and generosity displayed by all attendees.”

Ultimately, more than $2 million was infused into Maui’s economy from the Signature Travel event.

Notable Trends

Other destinations that Davison suggests are ideal for incentive trips include Jackson Hole, WY; Palm Springs, CA; Austin, TX; Saint Thomas, U.S. Virgin Islands, as well as international locations, including Greece, Italy, Costa Rica and Africa.

“Outdoor adventure destinations are gaining in popularity. I accompanied a group in 2022 to Jackson Hole, WY, and they had the time of their lives,” Davison says. “Sustainable and eco-friendly destinations are also seeing an increase in activity, including Costa Rica, Iceland and New Zealand.”

Paige points out that Formula One, Superbowl, and other major events are more popular than ever, motivating people to meet the requirements so they can attend.

“It can make a program interesting to mix in city and country, or luxury and culture. Turkey is a good example of the perfect mix of a bustling city with iconic sites and seaside escapes with unique getaways,” Paige says. “It’s a uniquely positioned location that allows you to visit Europe and Asia in a single day.”

Paige also points out that people are seeking more customized and unique experiences, and she doesn’t see this trend changing, especially with Gen Z in the workforce.

Depending on the size of the group, Signer says river cruising is an excellent option for a corporate incentive program. Last year, they did a full buyout for Signature’s Member Appreciation Cruise with AmaWaterways aboard the AmaMagna, sailing the Danube River from Vilshofen, Germany, to Budapest, Hungary.

“This experience was truly a storybook sailing, with breathtaking views as the backdrop, creating the perfect setting for our attendees to be inspired and create unforgettable memories together,” Signer says.

Being Strategic

ETHOS Event Collective Principal Joe Fijol says that experienced corporate planners know what works and what doesn’t, along with what’s feasible given local knowledge. Being unique doesn’t always mean spending more; it means being more considerate of attendees.

“Creating unique experiences boils down to asking: Why is this needed, and what can we do? Corporate incentive events can motivate, inspire and reward participants,” Fijol says. “When planners prioritize maximizing ROI for their clients, customizing unique experiences for attendees is key.”

Destinations offer their own distinct attractions. What the ETHOS team particularly enjoys is incorporating the local community into innovative ideas or themes, highlighting the significance of being in the chosen destination. By educating attendees about the purpose and importance of the event, they’ve found that they garner greater engagement and achieve more meaningful outcomes.

“We begin by focusing on the ‘why,’ encouraging planners to anticipate the unexpected elements that will bring extra excitement for attendees. Since the pandemic, tier two cities have offered new experiences that wouldn’t typically be considered,” Fijol says. Cities such as Santa Fe, Austin, Savannah, Asheville and others provide unique opportunities for attendees to live like a local.

To enhance a corporate incentive travel program, Fijol suggests incorporating a giveback initiative that supports the local community. As the competition for top talent intensifies, the significance of unique incentive travel experiences in attracting and retaining employees is growing.

“An experienced planner prioritizes understanding the preferences and interests of attendees by asking pertinent questions,” Davison says. “Not all planners personalize the planning experience to suit their clients. Some may rely on automated processes that fail to gather information necessary for crafting a successful incentive travel experience.”

Paige says it is also important that meeting planners consider audience engagement motivators. For example, when it comes to what motivates an audience to participate in an incentive trip, the Gen Z or millennial to baby boomer generations can be polar opposites.

“Gen Z and millennials tend to appreciate more free time to explore on their own and immersive cultural experiences while boomers enjoy the social aspect of group events and activities,” Paige says. “Your audience is thinking one thing: ‘What’s in it for me?’ And the more the communication for the event answers this question, the more engaged they’ll be and the more inspired they’ll be to do the work needed to win the trip.”

Deven Crane, director of travel services at Extu, says the future of corporate incentive travel lies in its ability to offer unique and unforgettable experiences. As the workforce evolves, with a growing emphasis on work-life balance and experiential rewards, the demand for unique travel experiences that offer more than just relaxation is increasing.

“These trips are a symbol of status, achievement and personal growth. They are about creating stories that can be shared, fostering a sense of accomplishment that extends beyond the workplace,” Crane says.

“In this context, the uniqueness of incentive travel experiences is not just important; it’s crucial. It’s about offering something that cannot be found elsewhere, a once-in-a-lifetime experience that echoes the company’s values and the attendees’ aspirations.”

In Crane’s experience, a common pitfall in planning corporate incentive travel is the lack of customization. Adopting a one-size-fits-all approach can result in experiences that fail to resonate with attendees, missing the mark on delivering a truly impactful and memorable reward.

“Moreover, underestimating the complexity of organizing trips to unique or remote destinations can lead to logistical challenges that detract from the overall experience,” Crane says. “Successful incentive travel requires meticulous planning, deep understanding of the attendees’ interests, and a keen eye for details that elevate the experience from ordinary to extraordinary.” C&IT

Photo by Ron Everdij

What to do, where to stay, what to experience — Greater Miami is a city on the move. As such, it is a dynamic, diverse and desirable destination for meetings and events. For planners looking to keep Miami in their rotation, the Greater Miami Conventions & Visitors Bureau has the insider scoop with an extensive list of all things new in the city.

Good airlift is always critical, the CVB reports, especially for global groups. In December, Porter Airlines launched service between Miami and Toronto’s international airport. Alaska Airlines, Gol, Volaris and American all started new or added service, as did Level Airlines and Condor Airlines, which launched new service to/from Barcelona, Spain and Condor, respectively.

Kimpton Surfcomber, InterContinental Miami, Ritz-Carlton South Beach, W South Beach and Shelbourne South Beach are among the 16 hotels that recently underwent renovations. Small groups or executive boards on retreat with an interest in nature and/or sustainability will be pleased to know that Flamingo Lodge, inside Everglades National Park, opened last fall with 24 guest rooms, a restaurant and all that the national park offers.

Nearly 50 new restaurants have recently opened or will soon open in the area, including Gordon Ramsay’s Hell’s Kitchen Miami and Piegari Ristorante, the famed Buenos Aires eatery’s first North American edition. Bottom line: It doesn’t matter how many times you’ve been to Greater Miami. Every time you return, you’ll have something new to experience. And if you’ve never booked a meeting in Miami — is that possible? — get ready to be wowed!

From amazing venues with remarkable beach or city views to restaurants that will give you a taste of something new, to famous shopping, nature adventures, Miami’s top attractions and diverse neighborhoods, to an eclectic nightlife, beach scene and rich culture, there are many reasons to choose this coastal metropolis for meetings and events.

Christopher Luksic business analyst with Lucknow-Highspire Terminals (LHT), a Harrisburg, PA-based liquid energy terminal and wholesaler, set the organization’s February leadership retreat with 29 participants at Trump International Beach Resort.

“There were two significant reasons for choosing the Miami area,” he says. “First, getting the team outside of the office and into an unfamiliar location has profound effects on inspiring creativity and honest discussions. LHT is a Pennsylvania-based company, so it was also nice to treat the leadership and their spouses to a warm location by the beach so everyone could relax and enjoy the beautiful weather.”

All official events of the two-day conference were held on resort property. They utilized the outdoor lawn for a welcome reception and dinner, conference room space for their meeting, and the lawn once more for their team-building activity.

Luksic says his team reached out to several resorts and hotels in the Miami area. “We found that Trump International Beach Resort’s pricing versus quality for food packages, onsite services and overall appearance of the hotel was a perfect fit for our corporate retreat. The resort’s menu offered luxurious treats like stone crab claws, oysters, steaks and fresh seafood.”

High-quality food was definitely a priority. So, Luksic was intentional with picking the highest-tiered food options for breakfast, lunch and snacks throughout the day, and ensuring all dietary needs were met.

“One recommended addition to add-on is an omelet bar for breakfast,” he says. “The initial cost may seem high; however, it was a massive hit at our event and really added a personal touch seeing a chef hand-prepare the food.”

Having more food than you anticipate needing put guests at ease and helps alleviate the stress of feeling like you might miss out on the ‘best’ item at the table. The hotel worked very closely with Luksic to ensure the best food selections and his group was absolutely blown away by the assortment of food.

“This event was a leadership retreat, and as such the setup needed to be done in a way in which everyone felt comfortable sharing with ‘radical candor,’” Luksic says. “I would encourage future planners to do what I did and assign seats so that the executive leadership team is peppered throughout the seating areas instead of at a head table so that optimum conversations occur.”

The resort’s staff was topnotch, too, which Luksic notes was of huge importance given that planning the meeting took place in an incredibly short timeframe. “Melissa and Lyzzette were rockstars to work with! I don’t believe we could have pulled off this event in three-and-a-half weeks without their complete understanding of my group’s needs. It was a miracle an event of 19 leaders and 10 spouses could be put together at the speed we were moving.”

From recommending meeting and reception spaces to helping plan the necessary food and beverages, no detail was overlooked, adds Luksic. The staff helped them shorten the check-in process for their attendees by setting up a master account for all the attendees and their rooms, which meant that they didn’t need to provide a credit card at check-in. Luksic says the company directed all attendees to feel free to use all amenities available including dining, spa, gym, water activities, etc. “Spouses who attended were encouraged to schedule spa appointments, and team members were able to do so during a brief period of free time on the last day of the conference as well.”

He believes planners working on corporate events shouldn’t be afraid to push the budget. He says he is grateful to work for an organization where he can go back to leadership after signing the banquet event order and say, “I think we need to add a few more premium items to the bar, and the appetizers should include a higher level of seafood,” and get permission to add on to the existing order.

He knows that that kind of flexibility isn’t possible at every company. The hotel mentioned that they had never had anyone add items to an event; usually it’s the opposite — taking away items to meet a hard budget number. But when it comes to leadership retreats, Luksic says, “the idea is to provide a luxurious experience, to get away from the office and facilitate creative discussions. Your attendees are not going to get that if they feel the company has gone the cheap route, and it will be apparent that you underspent at a facility like Trump International. Everyone on the trip should leave with an amazing memory and a refreshed vision of where the company needs to go next.”

Barb Feds is senior director, operations, strategic meetings, Americas, at American Express Global Business Travel (AMEXGBT). She’s based in Milford, OH. The company’s January Strategic Meetings and Travel for Meetings Q1 leadership meeting was based at Kimpton EPIC Miami with 10 in attendance.

She says the hotel worked perfectly for her attendees, who came from the United States, UK and Australia. “With its vibrant atmosphere, luxurious accommodations and convenient location in downtown Miami, it offers a cosmopolitan experience that appealed to our group. Plus, Miami’s diverse culture, beautiful beaches and exciting restaurant options made it an attractive destination for our travelers from all over the world.”

The hotel easily met the needs of the group’s avid walkers. “Our attendees love to start the day with a brisk walk,” Feds says. “The Kimpton EPIC was the perfect place to walk every morning due to its location overlooking Biscayne Bay and proximity to Miami Riverwalk. We enjoyed breathtaking views of the water as we walked along the scenic pathway, took in the refreshing sea breeze and soaked in the vibrant atmosphere of downtown Miami. We also loved seeing all the pups out in the morning enjoying their walkies! I also loved that the hotel had bicycles available for us to use right at the front door.” Feds’ group had functions at other Miami hotels as well, including an amazing dinner at Toro Toro at InterContinental Miami and a beachside dinner at Kimpton Surfcomber Hotel. Their team also participated in a community/team-building event by preparing a meal at the Lotus House in Miami. The evening promoted social responsibility, which gave them a sense of purpose and fulfillment. They left knowing that they had made a small difference in the lives of others for the evening.

The group enjoyed a relaxation experience at Kimpton EPIC, where yoga instructors provided a 20-minute mini yoga class in their meeting room. “The session enhanced our well-being and focus, which ultimately made for a more productive and positive afternoon,” says Feds.

AMEXGBT has a strong relationship with IHG hotels, which includes the Kimpton brand. “We selected the Kimpton EPIC Miami based on our relationship with IHG Hotels & Resorts. Our account director, Sherise Stanford, worked with us to curate an agenda that worked well for our team.”

Stanford assisted in the room design, catering options and additional services that were tailored to their specific needs of this event, such as ability to stay on property on night one since some had long travel days. They enjoyed a delicious dinner at the hotel’s Area 31 restaurant, which featured outdoor seating and a great selection of seafood options.

Stanford also arranged a team-building event on the last night. “We competed to create the best libations,” Feds says. “The event was managed by the hotel bar staff, and we learned how to make some very tasty drinks!”

According to Feds, the meeting facilities are remarkable. The spaces are not only spacious and well-equipped but also exude a sense of sophistication and modernity. The group was impressed by the state-of-the-art technology and seamless functionality of the meeting rooms, which contributed to the overall success of their meeting.

One aspect that stood out was the culinary experience. The catering team surpassed all expectations with exquisite culinary creations, incorporating fresh, locally sourced ingredients into every dish. The presentation was impeccable, and the flavors were extraordinary, which impressed and satisfied the attendees.

“What truly sets Kimpton EPIC apart is its exceptional level of service,” says Feds. “From the moment we arrived until the conclusion of our meeting, the staff went above and beyond to ensure that every need was met promptly and courteously. Their genuine hospitality and attention to detail made our experience truly unforgettable.”

On the weekend, Feds took time to enjoy Miami, too.” I indulged in a boat cruise around Biscayne Bay, reveling in breathtaking views and glimpses of the opulent homes along billionaire row. I also checked out the Bayside Market, which has great options for shopping, dining and entertainment.”

To other planners, Feds says, “I wholeheartedly recommend the Kimpton EPIC Hotel to meeting planners seeking a sophisticated and memorable venue for their events. With its stunning facilities, exceptional cuisine, prime location and unparalleled service, Kimpton EPIC exceeded all expectations.”

The elegantly designed Fontainebleau Miami Beach is a cultural landmark not far from the Art Deco District in South Beach, a coastal environment that glitters with trendy nightlife, luxury oceanfront hotels and fine dining. Courtesy Photo

Jennifer Perez, DMCP, of Cooper City, FL, is senior account manager with Cream of the Crop Events & Logistics (COTC). She works with many groups that choose Miami as their meeting destination and says the city has endless options for incentive groups, among others.

“Currently, we’re deeply engaged with an incentive group of about 150, assisting in organizing an upscale yacht lunch and curating an array of activities, from a captivating Little Havana Culinary Tour to an exhilarating Bike Architecture Tour of Miami Beach. We’re crafting unique decor themes for each evening dinner, including the prestigious awards ceremony, and incorporating interactive elements such as branded coconuts and a captivating smokey bourbon cart. And, to kick off the night in unforgettable style, we’re planning an electrifying Hora Loca to set the tone for an evening of celebration and excitement.”

She believes the city is a standout for multiple reasons. With convenient access to major international and private airports, alongside a diverse array of activities spanning land and sea adventures, biking excursions and swamp treks, there’s an experience tailored for every visitor.

“Miami boasts an impressive culinary scene, with over 11 Michelin-starred restaurants, and serves as a vibrant melting pot of culture and cuisine,” says Perez. “Miami presents an abundance of options across diverse neighborhoods. You can explore the flavors of Little Havana on a culinary tour, immerse yourself in the vibrant street art of Wynwood Walls and savor local brews. Dance the night away at Margaritaville or perfect your swing at South Florida’s premier golf course, The Blue Monster.”

And there’s always something new, she says. Miami continually captivates with a flurry of new restaurant openings. Alongside these culinary ventures, new bars, clubs and experiential venues regularly emerge, adding to the city’s dynamic nightlife and entertainment scene. Notable additions include innovative concepts like the recently opened Puttery Miami in Wynwood Walls, offering an exciting fusion of miniature golf and socializing.

Perez has relationships with many of the city’s top hotels. Depending on their needs, she says planners might consider Nobu Eden Roc, the Fontainebleau Miami Beach, The Miami Beach Edition, 1 Hotel South Beach, Ritz-Carlton South Beach, JW Marriott Marquis, Loews Miami Beach and the Diplomat Hotel Beach Resort.

For offsite functions, her favorite top pick right now is Café La Trova. “Here, attendees can savor a refined Cuban-inspired dinner accompanied by elevated cocktails and participate in a cocktail-making demonstration,” Perez notes. “Once the night deepens, they can head over to the ‘80s-themed bar to dance the evening away while savoring a Chancleta cocktail (a popular Cuban cocktail).”

Her advice to planners, if budgets allow, is to partner with local organizations, including the CVB and DMCs, in order to jointly create an experience that truly embodies Miami’s diverse cultures and known, as well as less known, offerings.

Miami is a city lit by sunshine and brilliant colors. Its beaches, clubs, music, culinary diversity and evocative art and multicultural scenes are enough to draw visitors in. But make no mistake; Miami is also a place for serious business. Do the work, then get out and play. Miami offers the best of both worlds. C&IT

The Mayan ruins in Tulum — giant monuments of stone, in the form of temples, pyramids and palaces — are quite a draw for attendees curious about this architectural wonder. Courtesy of Visit Mexico

Mexico is an ideal destination for meeting planners and attendees alike,” says Stacy Roberts, senior vice president of operations, for Global DMC Partners. “Thanks to a national culture that is deeply rooted in warm, authentic hospitality, the travel industry naturally excels with groups from a service perspective, whether budget or luxury.”

Roberts is not alone in her praise of the excellent value, diverse offerings and air accessibility Mexico offers, and a growing number of meeting planners are discovering America’s southern neighbor as a smart alternative to domestic destinations.

“Mexico is an easy sell with lots of flight options to the major tourist destinations and reasonable airfares,” suggests Melissa DeLeon, president and owner of MTI Events. “The large number of all-inclusive resorts keeps the competition strong — not only for pricing but also for the quality of the food, rooms, service and the amenities offered.”

Denise Frost, corporate travel advisor/groups & incentive travel for Central Travel, calls Mexico, “An affordable destination that offers great golf and excellent food,” adding, “They’re the top two important items for our trip on behalf of Spartan Chemical Company.”

Los Cabos

Frost handles the arrangements for the company’s Spartan Top Ten gathering, which rewards top performers as well as brings in home office sales management for a meeting and awards event. In February, Spartan Chemical used Los Cabos for its 64-attendee meeting, a destination that is on a three-year rotation for the annual event. She notes the company’s owners are very familiar with Hacienda Del Mar Los Cabos, Autograph Collection from personal visits, as regular guests of the property’s restaurants, and from being members of the nearby golf course.

“Los Cabos offers direct flights from at least half of our attendees’ home airports,” says Frost. “Cabo continues to remain in the rotation due to the reliable weather, challenging golf, great food, unique sightseeing and nice resorts like the Hacienda del Mar with its affordable rates. The resort also allows for spectacular whale watching during the winter months — right from the beach, the restaurants and hotel room balconies.”

The 270-room Hacienda del Mar is reminiscent of a seaside village, sprawling across 11 acres overlooking the Sea of Cortez, and designed with a combination of traditional Mexican Colonial elements and Mediterranean touches. The property features about 17,300 sf of meeting and event space. Six restaurants, five bars, five swimming pools, a spa and a fitness center round out facilities.

Spartan likes to gather as large a group as possible for dining. Frost says the resort’s two restaurants seated 30-plus guests each, and used family-style menus, with limited selections. “But they were delicious, and right off their normal menus,” Frost adds. The week-long visit is always kicked off on Super Bowl Sunday with a barbecue-style dinner, using an outdoor space equipped with large screen TVs and speakers provided by the AV department.

“Hacienda del Mar has limited outdoor venues, so they set up around one side of the Delfines Pool, which provided a gorgeous view to kick off the week.”

Frost notes that the resort’s concierge desk provided excellent support during their stay, as well as prior to arrival, with spa and dinner reservations, both onsite and off.

“The area offers great deep-sea fishing — for marlin, as well as light tackle fishing closer to the shore for mahi mahi. As a group, we do not book anything off-site other than golf, however most of the attendees go into Cabo San Lucas for tours of shopping and dining on our free night. No one had any issues and enjoyed everything they did off-site.”

With 45 different meeting hotels and more than 11,000 rooms, the tip of Baja California is known for having some of the best meeting space in Mexico, and additions come online regularly. Los Cabos has a dryer climate than the country’s other coastal resort destinations, and it is home to some of Mexico’s top-rated resorts.

For DeLeon, Los Cabos worked well as an incentive destination for American Tire Distributors (ATD), because the group is located in the U.S. West and Southwest, and flight schedules were ideal. They wanted an all-inclusive resort and looked to the Hyatt Ziva Los Cabos.

“This was their first year operating this incentive and we wanted a property that knew the U.S. market and operated well for large groups,” explains DeLeon. “Hyatt Ziva Los Cabos is an excellent property that understands the American market, our timelines, dietary restrictions and can flex as the clients’ needs change. I have used this property several times and the branding opportunities and function space for group events are fabulous. They have a lagoon area where you can brand the (floating golf) balls and project the client’s logo on the buildings, so no matter what direction the attendees look they are surrounded by the client logo.”

The 591-room Hyatt Ziva Los Cabos features 35,000 sf of event space, including the 9,687-sf Grand Peninsula Ballroom and the Grand Theater, with seating for up to 1,078 attendees. With its seven restaurants, a spa and a roster of included activities daily, Hyatt Ziva Los Cabos is also the closest beachfront resort to Los Cabos International Airport.

“Everyone who wanted a king bed received one,” says DeLeon. “This group is primarily couples and the hotel has the ability to turn their rooms with two double beds into king beds, which greatly reduced the number of complaints on room types. The client also wanted to add tequila tasting and cigar rolling to one reception — the hotel sourced and set up for us.”

For the March event, ATD’s agenda primarily kept the 240-attendee group on property for five days. “We work with IVI DMC Enterprises for transportation, tours and service projects,” explains DeLeon, adding that the DMC sold tours for those who wished to explore Los Cabos.

“They have offices in Cancun, Puerto Vallarta and Cabo, and their commitment to excellence matches our own. When it comes to providing 5-star service, we want to partner with both a hotel and a DMC that will provide the first-class experience that our clients expect.”

Cancún

For another recent incentive trip, for customers of Seed Consultants, a corn and soybean seed distributor, DeLeon used Hyatt Ziva Cancún for a 165-person event. The client is based in the upper midwest and northeastern U.S., and Cancún offered both easy airlift and warm weather in January.

“It had also been several years since the client had been to Cancún,” says DeLeon. “The Hyatt Ziva Cancún offers an adults-only tower, Turquoize, which is where the group was booked, but our guests were allowed to bring children — the resort could accommodate both requirements for this client.”

Located at the punta — the corner of the Cancún peninsula — pointing into the Caribbean Sea, the all-inclusive Hyatt Ziva Cancún has 547 suites featuring contemporary island decor, hand crafted furnishings and picturesque sea views. Rooms in the Turquoize Tower come with a concierge-butler, and DeLeon notes the attendees reveled in the personalized attention and service.

“The menu offerings and entertainment options for group events was excellent,” says DeLeon. “The client loved the energy, restaurants, rooms, as well as the service, and he particularly mentioned the professionalism of the site inspection when making his decision.”

As with the Cabo incentive, the planner had IVI DMC handle ground arrangements, including transfers and tours. “The client liked the region’s cultural, ecological and adventure activities, and offered hosted activities to both Riviera Maya and Isla Mujeres.”

Both of the Hyatt Ziva properties are part of the portfolio for Florida-based Playa Resorts, which is the owner or management company for 11 hotels in Mexico, along with all-inclusives in Jamaica and the Dominican Republic.

Josh Brown, owner of the Georgia-based Josh Brown Company, says there’s “inherent value” in doing events in Mexico, but he especially likes Cancún for business events.

“For large conventions or incentives there’s good airlift, it’s centrally located for people coming in nationwide, and it’s less expensive than Cabo or Puerto Vallarta — the competition keeps the rates down,” suggests Brown. “When you try to put together a convention in Las Vegas, you spend $350 to $400 on the room, plus $250 per person on F&B, and then add alcohol on top of that. At the Hilton Cancún, an All-Inclusive Resort, we paid $600 a night and got double occupancy. If you try to base that event in Las Vegas, you’re going to exceed that number before you even get to alcohol.”

In January, Brown handled back-to-back annual conventions for two large home services franchise companies at the 715-room Hilton Cancún. The companies’ CEOs are friends, and they were able to share staging costs — the first event drew 700, the second had 500 attendees.

“One paid for setup, the other for tear down, and we brought in a 15-person band from Atlanta, so they only had to pay for the travel once,” adds Brown. Except for a staff dinner off-property, all events were kept at the resort, which Brown says helped keep everyone sequestered.

“Everything’s there, and it provides good camaraderie — everyone’s always running into one another at the bars and restaurants,” says Brown. By contrast, the companies’ president and CEO were placed at the 173-room Waldorf Astoria Cancún, immediately next door. “It gives them a bit of a break, they’re not running into their people hour in and out,” explains Brown. “You’re talking about a 4-star experience next to 5-star, with a wonderful convention space in between.”

Located 10 miles south of the Cancún International Airport, the Hilton Cancún opened in 2021. It features an almost 70,000 sf convention center and includes the 18,718-sf Azul Ballroom. Twelve diverse dining options cover a range of international tastes, and guests have access to the Waldorf Astoria Spa next door.

Brown advises planners eyeing the resort to lay out the schedule as best as possible and detail it in the contract. “Make sure you have a clear picture of what supplemental costs are, especially for outdoor events — cover all those eventualities,” he says.

The all inclusive Hilton Tulum Riviera Maya resort is a natural sanctuary and sits directly on the white sandy beach. Courtesy Photo

He also says it’s often worth the extra work to help clients reclaim the VAT tax. “The hard part is doing all the paperwork — not everyone knows how to do it. But you can spend $100,000 on AV and lighting and staging and then get 16% of it back.”

The Yucatan has a much-anticipated new airport: Tulum’s Felipe Carrillo Puerto International Airport. Historically, travelers have accessed the fast-growing resort areas around Riviera Maya and Tulum via the Cancún airport, 72 miles north.

Puerto Vallarta

Experiencing its own surge of visitors, Puerto Vallarta International Airport will open its new terminal in 2025, marking the first Net Zero-certified terminal in Latin America. The two-story, LEED-certified structure is designed to reduce energy consumption by 40%, and water consumption by 35%, while preserving 50% of the area’s ancient trees. The terminal is also fully accessible for those with disabilities. Other enhancements include a new VIP area, restaurant, fast-food outlets and a dining area. A new security process will increase capacity by 125% and double the checked baggage inspection points, while outdoor terraces will be a first not found at any other Mexican airport.

Puerto Vallarta’s airport serves more than just the famed beach city — it’s also the gateway to several fast-growing resort areas to the north.

“We chose Conrad Punta de Mita as our host property because it is a newer hotel and offers more rooms and larger meeting space while still delivering five-star service,” explains Roberts. “Other hotels in the area are half the size in terms of the number of rooms, so the Conrad is particularly ideal for larger groups and incentives.”

In considering locations, Roberts says Global DMC Partners was also impressed by the local community’s opportunities for giving back, from environmental and conservation programs, helping kids and families through educational programs, a local community center, a library and the arts. “With our strong focus on CSR and sustainability, we felt this was a bright, vibrant community that truly cares about its people and environment and one where we could truly make a difference,” Roberts adds.

The event, Connection, will take place in June and is expected to draw about 175 attendees. The resort will welcome Global DMC Partners with 54,000 sf of indoor and outdoor meeting space including the Tukipa Ballroom, one of the largest ballrooms in the region, measuring 9,900 sf and divisible into seven breakout rooms.

“We make it a point to immerse ourselves in the local destination as thoroughly as possible,” says Roberts. “As the largest global network of independent DMCs, of course we wouldn’t hold a meeting without utilizing our local DMC partner. In Punta de Mita, the excellence extends well beyond its hotels. The destination boasts numerous attractions, from quaint surf towns to vibrant shopping and dining districts. We have planned a cultural evening at a local ranch, water activities, dine-around options and experiences at other properties such as the W Punta de Mita, with one of the arguably most Instagrammable hotspots in Mexico. This variety is immensely appealing for our diverse audience.”

Roberts acknowledges a primary challenge her group must address is perceptions surrounding safety in Mexico. “While we did feature a government representative at our 2019 event in Cancún, to highlight the nation’s efforts in this matter, it remains an ongoing question raised by our clients,” says Roberts.

“The majority of tourist destinations in Mexico are exceptionally safe. Local DMCs are again important as they possess valuable insights into the safety measures within each destination. Mexico is a perfect fit for our global audience, as there are no visa-related concerns and the destination offers a wide variety of activities. This ensures a unique, enjoyable and enticing experience for all attendees.”

Mexico City

For Tara H. Guenthner, owner and creative planner behind Hipp Inspired Experiences, the challenge was threading a very particular geographical need. Her client, Washington University School of Medicine, is conducting global research on a form of Alzheimer’s disease — they required a location for drug trials, but specifically geared for groups from Central and South America.

“They tested the drug all over the world before taking it to the market. There was an event in the U.S., another in Europe; this one was for Latin America,” explains Guenthner. Other options considered included Buenos Aires, Rio de Janeiro, Sao Paulo and San Jose, Costa Rica. Ultimately, Mexico was chosen based on the amount of travel time — not just for the doctors and nurses from the U.S. who would administer the medicine and capture the data, but for subjects coming from Colombia, Europe, Argentina and Ireland. “We wanted a destination served by as many direct flights as possible.”

Two hotels in the city were considered, and the Hilton Mexico City Reforma won out. “The hotel is a super modern facility with a wonderful meeting space, and located in an area where we felt was safe,” explains Guenthner. “They greeted us warmly for our site visit, and the hospitality at the hotel was very good — a nice representation of the city. We could walk to dinner and feel safe at night, and the location was just 25 minutes from the airport, so we could get in and out easily.”

“Don’t be intimidated by Mexico City,” adds Guenthner. “It’s colorful, the food is fabulous, the people are nice, and the tech skills were probably the best we experienced last year. Being from the U.S. and speaking only English, it was slightly intimidating, but they really bridged the gap.” C&IT

Meetings and events can be informative and fun, but at some point, it is time to retire. Making a plan ahead of time is paramount. Courtesy of Charles Chan Massey

One of the keys to event management is for meeting planners to think long-term in creating solutions to stay within budget. Planners can tap into that same forethought when budgeting and planning in their personal lives, including for their own retirement. Setting a framework for how much can be spent and how to live within that budget can be applied to both a successful meeting and personal life.

“Retirement is just like planning any meeting. It’s doing a little bit all the time, and that has to do with saving,” says Terry Blumenstein, former managing partner for meeting planning agency Coordination Plus. “You have to save, even if it’s $100 a month. Put it away with compounding interest. It’s a matter of not waiting for the last minute. You have to start when you’re young and continue all the way through.”

Still the decision to retire for planners who have deep roots in the industry and longstanding careers, despite the inherent high pressure of the industry, is never easy.

At age 63, Blumenstein has for the most part stepped away from his work in the industry. Originally from Canada, he started out in hotel management in Toronto and later moved to Sarasota, FL, to work for an independent planner before starting his own independent meeting planning agency and heading that for about 26 years.

“It was just me at one point,” Blumenstein says. “I did have a business partner. But I did everything myself. I would contract travel staff on site, and I would contract one person to help me do menus and decor and things I didn’t like to do, but otherwise I did everything from accounting to registration.”

Blumenstein was working on about 12 meetings a year, some large and some smaller incentive programs. “That was crazy when I look back at it now. Then I started doing less meetings but for larger meetings. It was way easier to do larger meetings, and fewer of them than the smaller meetings.”

He says he didn’t set a goal of a certain age to retire, but he felt it was time. There were certain aspects of his business that were hard to let go. “The hardest decision was saying I’m not going to do this anymore. I had created my own database. I loved doing the crunching of numbers and statistics. I loved reconciling bills. It sounds ridiculous. But I loved matching, million-dollar hotel bills and making sure that I knew exactly where every penny was. It was almost a sport.”

One of the factors in making his decision was the recent high rate of turnover and loss of contacts in the industry. “A prime example is with hotels. You used to have either regional sales managers or you used to have a contact. Now, there’s high changeover, so the relationships that you had built over time have disappeared over the last 10 years. There came a time where I felt I wasn’t happy. I still liked to be in the mix of things but there came a time where I found that even the pre planning which I loved, just wasn’t fun anymore. So, I decided that enough was enough.”

Blumenstein says the hardest part of retirement has been acknowledging that he wasn’t as involved in the industry anymore. While Blumenstein keeps busy with the occasional planning contract, he has mainly been volunteering part time for Habitat for Humanity building homes.

Haley Powers, principal for Insiteful Meetings, also planned early for her retirement with investments. Powers, who worked for various hotels over the years as a director of sales & marketing as well as handling convention sales for the Los Angeles CVB, has been an active member of MPI for some 40 years and has worked on more than 55 committees for the MPISCC Chapter. She still picks up part-time work in the industry.

Powers understood the need for financial preparation having been in the industry during the recession of the early ‘90s, as well as during the drop in travel following 9/11 and the 2008 housing crash. “The meetings markets had serious ups and downs. Then, the pandemic!”

Now at age 71, Powers earns income from a home she had purchased years ago that is now a rental home, teaching at local colleges and picking up part-time work at the L.A. Grand Hotel Downtown. “Planning for passive income and setting up multiple streams of income for retirement has allowed for a peace of mind,” Powers says. She quotes Benjamin Franklin, “If you fail to plan, you are planning to fail.”

With all her hard effort, Powers did experience burnout at different times in her career. “I went through various times of burnout but what I would always find is that getting back in the action with MPI friends helped.” She also volunteered and taught CMP classes for her MPI chapter. “I’m a proud member of MPISCC since 1982 and those friendships networked me to jobs and lifelong friendships.”

She learned that taking a true break on days she wasn’t on deadline with a project helped rejuvenate her to prevent burnout. “I learned that it’s okay to let myself sleep in on the days that I was not working or not on a project, not on site. It’s okay to take half a day off and sleep in or just watch a movie or something in the morning. I have such a work ethic that I would feel guilty if I wasn’t up and doing stuff, at least by 8 a.m. I had to learn to give myself permission to do that.”

There are certain features of her work as a planner she misses, such as all the traveling, though after 30 years that also became a “job,” she says. Her advice to today’s planners is to be honest with themselves.

“You just have to really think of your future and your older self and what kind of life are you expecting for yourself, and what are you willing to commit to make sure you get there,” she says.

Charles Chan Massey started his boutique meeting planning firm, SYNAXIS Meetings & Events, in 1994 after working on the hotel side of the industry from 1983.

“By 1995, I was fully working on my own, with a handful of clients and a staff that initially consisted of me, myself and I,” Massey recalls. “You can imagine how staff meetings went, especially when we disagreed!”

Massey says he took on a business partner in the late 1990s, and by 2002, his husband joined in the business, and they bought out the partner. “Throughout the early 2000s and up until 2020, we had a dozen active clients, and at our peak, a staff of five, including the two of us,” Massey says. “We supplemented our staff by partnering with other small planning firms that essentially did the same things we did, and while we were technically competition, we collectively morphed into more of a ‘coop-etition’ model, and when one of us got a larger project, we all had a piece of it. That system served us all well over the years.”

Aside from running his own meeting planning firm, he also owned a small chain of retail stores and invested in real estate as well as the markets. “That helped us save for our retirement, which we decided to explore when COVID essentially decided for us that it was time.” In addition, he says “We closed the retail business by the end of 2018 so when 2020 hit and everything started to be canceled, we were in a position to make the decision to semi-retire, and while we still work on a project here and there, we are able to enjoy life as well and, so far, have the resources to manage it.”

Massey highly recommends diversification. His company’s client portfolio was diverse, including suppliers, professional associations in the pharmaceutical, biotech and medical areas, and entities in the pet food and supply arena that they met through their retail stores. “They would sell us products and we would help them plan their sales meetings and incentive programs, a somewhat unique symbiotic relationship,” Massey recalls.

Some career highlights for Massey include serving in leadership roles with meetings industry organizations including MPI, where he was on the local Southern California board of directors, ultimately serving as chapter president, then on the international board, as well as serving on and chairing several committees over the years. “I like to say that I literally built a business out of my MPI involvement. The synergy between the two was amazing,” he says.

Another highlight was working as a volunteer with IMEX helping them with their Future Leaders Forums (FLF) in both Frankfurt and Las Vegas for a number of years. He also enjoyed mentoring coworkers and building lifelong business relationships. Massey mostly misses the people he worked with in the industry, but says he was saddened when a few people he thought were friends went away quietly once the business aspects of their relationships were no longer in play.

One of the challenges running his own company was having “too much of a good thing,” saying, “often everything happened at once and it was a constant balancing act.” Another challenge was managing burnout. “That was the toughest part for me,” he says. “I hated when I overextended myself and my team, and of course I didn’t want to let anyone down.”

His advice for planners who need to plan for their own retirement is to save money and invest it wisely, and to work with a financial planner. He also suggests investing in real estate if possible. “We were able to purchase a small commercial building for our offices which we now lease to a production company as well as a small apartment complex, which we sold last year. The rental income helped us with our cash flow, and when the meetings industry clients weren’t as active was a lifesaver, especially during 2020 and 2021,” he says.

Another industry veteran beginning to entertain thoughts of retirement is Joan Eisenstodt, who at 77 is still active as a hospitality and meetings consultant and trainer. Eisenstodt started her own business in 1981 at a time when there were few independent planners. “I’ve always been a consultant in the sense that I’ve never worked in-house since I started my own company,” she says.

One of the reasons she has yet to retire is she still loves being challenged. Eisenstodt began to think about retirement when others in the industry she is close with were retiring. “I thought, should I? Is it the right time? Am I overdue? Am I not keeping up? I think that there has always been an expectation for people, even self-employed people, that you will stop working at some point because there is certainly more to life after you stop working and you could do more of what you want. I don’t know that that’s necessarily true. And so, when I think of planning for retirement, I think it’s planning for what quality of life you want and what does that involve?”

Eisenstodt says the retirement decision revolves around life satisfaction. “For me, it isn’t about making a lot of money, it’s that I’m doing the things that I really love. I have all this experience. If I wasn’t working, I would just disappear. The industry is robbed of people who have experience when they retire.”

She teaches a virtual class at the University of North Carolina Charlotte once a year about risk management in contracts.

“I cannot imagine a day where I’m not learning or reading something, and seeing how it applies to a client or former client or the industry, and posting it to somebody saying, “Here’s why you should know this.” That’s who I am.” C&IT

DepositPhotos.com

Engineers obtain them, as do educators. Accountants strive for them, and doctors couldn’t practice without them. Certifications. They are not only turning people’s passion for gatherings into a lifetime career, but having a big impact on the meeting and events industry.

At their core, meeting and event planning designations help professionals demonstrate mastery of relevant skills and validate to employers, clients and attendees that they have honed the attributes necessary to successfully orchestrate meetings and events of all types.

Certifications are diversifying and establishing multidisciplinary event planning practices that offer everything from tradeshow planning to corporate-specific event planning to virtual and hybrid events. They are clearly the wave of the future for meeting planning firms of all sizes.

Increased Interest

At no other time in history has the technological environment so intensely fueled the way people work, how they are prepared for today’s workforce and how they are trained and retrained throughout their work life.

Meeting planners know that to remain competitive they must refocus their training strategies. This includes developing skills that are more consistent with the mission, values and strategy of the meeting and events planning industry.

Certification and continuing education programs have proven beneficial because they promote networking and bonding within the industry, bringing together planners from different silos to share experiences and learn from one another.

Kyle Jordan, CAE, CEM-AP, CMP, DES, director of meetings at The Institute for Operations Research and the Management Sciences (INFORMS), says that while certifications in the events industry are not strictly necessary, they are undoubtedly highly beneficial and recommended.

“Earning a certification indicates that you have a solid grasp of essential industry knowledge which enhances your collaboration with both suppliers and peers,” says Jordan, who has earned a plethora of designations including Certified Meeting Planner [CMP] and Certified in Exhibition Management [CEM], to name a few.

In Jordan’s opinion, deciding on the right certification really boils down to individual preferences and career goals. If tradeshows are your jam, the Certified in Exhibition Management (CEM) could be a perfect fit. Some meeting planners might find the Certified Meetings Professional (CMP) aligns more closely with their needs. And for those navigating the association world, the Certified Association Executive (CAE) certification offers a deep dive not just into meeting planning, but into the broader context of associations.

“Ultimately, I think it’s about choosing what best complements your career path,” Jordan says.

Jordan’s journey toward certification has always been guided by his desire to stay relevant and effective in his role.

“Whether it’s keeping pace with the latest industry trends or understanding the nuances of the market, I’ve chosen certifications that not only align with my current responsibilities but also position me well for future opportunities,” Jordan says.

Alison Huber, CMP, senior manager, travel and events at Baker Tilly in Madison, WI, believes that certifications are necessary in the events industry because they demonstrate commitment and knowledge and set candidates apart from one another.

“Particularly the certified meeting professional or CMP certification,” Huber says. “It demonstrates that you have the knowledge, and perform at the highest level of our industry. It gives you credibility and is considered a badge of excellence in the events industry. Often, it is the differentiator when selecting a candidate for planner or higher-level positions. The CMM, or certified meeting manager designation, is also widely recognized and important for those looking for director and leadership roles in the industry.”

The meetings and events industry is always changing so continuing education helps meeting professionals not only stay current, but also continue to evolve and elevate their skills and programs. After completing her associate’s degree in meeting and event Management from Madison Area Technical College, Huber joined the workforce for various state-based companies, working the required 36 months to apply for the CMP exam.

“The hands-on experience is crucial to learning the ins and outs of the industry. I’ve had my CMP for 15 years and it has helped me in every job along the way, from the initial application stage to my day-to-day work and communication with vendors,” Huber says.

According to Lenny Talarico, CSEP, CHE and CEO of Lenny Talarico Events, certifications in the events industry can certainly provide benefits, and while not necessary to be successful in securing work, they do communicate one’s professional credibility by instilling confidence in clients, employers and partners.

“They [certifications] provide a structured framework of knowledge, skills and best practices within a shared community of industry specialists,” Talarico says.

There are numerous certifications in all aspects of every industry. Certifications best suited will always be dependent upon one’s specific area of focus. Personally, Talarico is both a (CSEP) — Certified Special Events Professional, which focuses on proficiency in all aspects of special event planning and execution and a (CHE) Certified Hospitality Educator, a certification for post-secondary instructors who teach hospitality.

In Talarico’s opinion, most notably in meetings and events are the Certified Meeting Professional (CMP): a globally recognized certification that demonstrates competence in meeting, convention and exhibition management. The Certified Professional in Catering & Events (CPCE), and not to forget our colleagues in the world of Destination Management (DMCP), are other noteworthy designations. Also, growing in this new era of the rapidly evolving landscape of virtual and hybrid events is the Digital Event Strategist (DES).

“There is a famous proverb which states, ‘be not afraid of growing slowly; be afraid of only standing still,’” Talarico says. “Continuing education helps you to stay abreast of industry trends, evolving technologies and best practices. Personally, I could be the poster child for professional development. Nothing from my formal education or previous career was geared towards working in meetings and events. When I started in this industry, I chose to obtain certifications to deepen my understanding and to evolve alongside the changing landscape of meetings and events.”

For planners who are searching for solid continuing education opportunities, Jordan says versatility is key in the meeting planning profession, and he believes continuing education allows a planner to bolster their expertise in areas where they might not feel as confident, but it also gives them the chance to excel in the areas or aspects of the job they’re passionate about.

“We all have certain work-related tasks or functions we’d rather avoid, and they’re different for everyone, so my advice for continuing education is to lean into your strengths,” Jordan says. “Use continuing education to elevate what you already do well.”

Talarico adds that engaging with a network of professionals through industry associations offers the optimal path for advancing your career by connecting you with specialized ongoing education opportunities within the field. Attending local, national or international conferences not only provides exposure to thought leaders but also significantly contributes to a broader understanding of the industry from various perspectives.

“Living and working solely in the bubble of your local community isn’t the most progressive approach to expand your body of knowledge,” Talarico says.

Steps to Take

Before jumping on the continuing education bandwagon, some considerations should be made, including: thoroughly analyze your situation and set clear goals — ask yourself why you feel certification training is needed, what your desired outcomes are in terms of your career focus and what are the resulting benefits to you, your company and your clients; look for courses with a lot of interaction and practice built into the curriculum; weigh the pros and cons of different formats — onsite, customized, online or public.

Talarico recommends seeking out training organizations that provide flexibility to accommodate busy schedules and offer a diverse range of topics to cater to different professional interests and career paths. Things to consider include:

• Relevance to current industry trends and challenges, such as sustainability, technology integration and crisis management.
• Recognition and accreditation from reputable organizations and industry bodies.
• Practical application and hands-on experience to enhance problem-solving skills and real-world implementation.

Huber adds that meeting and events planners should look for areas of interest and those where you could use a better base of knowledge. Industry associations have been Huber’s best place to find the education she has needed. “Personally, MPI has been my go-to because of their presence in Wisconsin, but you may find your home in PCMA, FICP, or any of the other options in the industry,” Huber says. “Consider national conferences if you can, too. Because of the size and budget of those programs, there are more learning opportunities and sometimes higher levels of presenters to learn from.”

What’s Next?

Jordan stresses that certifications are not only here to stay, but are likely to become even more integral to the meeting and event planning profession. He expects that we will likely continue to see the rise of micro-credentialing, which will allow for specialization in virtually every aspect of meeting and event planning.

“This evolution in continuing education means that we will be able to adapt more swiftly and effectively to industry shifts and the evolving needs of our profession,” Jordan says.

Talarico believes certifications will continue to be an important facet of the industry in the future. They provide validation of one’s expertise, demonstrating a commitment to excellence and adherence to industry standards. They enhance professional credibility and instill confidence in clients, employers and partners.

“As the events landscape undergoes transformations, such as the rise of virtual and hybrid events, certifications will adapt to encompass these change,” Talarico says. “They continue to serve as a mark of expertise and adaptability, offering professionals a competitive edge in an increasingly dynamic industry.”

Meeting & Event Planning Certifications & Designations

Today’s meeting certifications programs are far more learner centered, innovative and relevant to immediate meeting planner and company needs than ever before. No longer simply a chance to renew an individual’s knowledge base, certification programs are increasingly used as strategic tools for companies and their employees to stay ahead of the game. At the same time, these programs also have been undergoing profound changes — resulting in a wealth of training options. C&IT

Professional Counselor Associate Ryan Joseph Kopyar, LMHCA, RCC, CPT & CSN is an acclaimed emotional intelligence, mental health expert and international keynote speaker. A transformational figure in the fields of psychology and personal development, Kopyar is also the  author of  “Unlock The Power of Your Mind: How to Change Your Life by Changing Your Thoughts” and “Big Boys Do Cry: A Man’s Guide to Navigating Emotions and Showing Up More Vulnerable in Relationships.” Connect with Kopyar online at ryankopyarholistichealing.com.

Vulnerability creates a beautiful meeting ground for authentic human connection. Unfortunately, several factors in today’s world inhibit many people from feeling safe enough to be vulnerable and authentic.

Social media exerts immense pressure on individuals to share only their lives’ highlight reel. Materialism has led people to believe that showcasing possessions like a new sports car, luxury handbag or shoes is necessary to be “part of the cool crew.” While there’s nothing wrong with having nice things or taking fancy vacations, society seems to have set these unrealistic expectations, suggesting that individuals can only share these highlight reel moments to be accepted, with the pressure that anything less may cause them to fall out of favor in their highly valued social circles.

Needless to say, this is less than fertile soil for planting seeds of vulnerability and authenticity. Before we go any further, I think it’s important to share my humble opinion on what vulnerability is. I am also going to be vulnerable with you, the reader, about how being vulnerable and authentic completely reshaped my life. As it relates to defining vulnerability, I think David Meltzer frames it brilliantly: “When I am vulnerable, I actually become invulnerable.”

I believe that when we embrace vulnerability, we break free from the confines of the ego and limiting mental scripts. When we are vulnerable, we are more able to live from our hearts. We remove ourselves from being trapped in non-serving mental programs. Instead of fearing hurt or guarding against potential harm, vulnerability empowers us to be authentic, and it is through that authenticity that we create deeper levels of connection with others.

If you’ve ever seen the biographical movie “8 Mile,” which features rap star Eminem, there is a part in the movie where he has a battle with another rapper. But Eminem does something unique: he raps about all of his flaws, thereby disabling the other rapper from being able to make fun of him. This is another way of describing the power of vulnerability and how it makes us invulnerable.

Now it is time for me to be vulnerable with you…

After my arrest in 2013, I lost my job in the fitness industry. I was ashamed, embarrassed and completely broken mentally, physically and spiritually. Worry and fear clouded my every waking moment. Once I was able to pull myself back together, I focused on finding a new job. This was a real challenge for me. Before every job interview, I found myself getting lost in my own mind. Should I be authentic and vulnerable about my arrest? Should I try to hide it and hope they would not find out? When people would ask me questions about my past arrest, I was left feeling like a failure as I struggled to find my own peace and resolution with the issue. For the first few interviews, I was not upfront about my history.

Of course, the topic of my arrest came up at some point during the interview process, and I did not get any of those jobs. I realized that I had to shift my approach. Instead of waiting for people to bring up my arrest (which made my heart sink in fear), I brought it up first. I went into the interviews saying, “Let me tell you what makes me unique. I was arrested, and I hit rock bottom. Everything that I thought meant the world to me at that time was taken. Let me tell you what I learned and grew from that.” I do not know if I can fully put into words just how liberating it felt to be authentic and vulnerable. Now I think it is important to note that, just because I was vulnerable, it did not mean I had job offers flooding in! But after each one of those interviews where I was vulnerable and authentic, I was told by the interviewer how much they appreciated my candid and vulnerable openness in the interview process. In this new approach, I told my story with vulnerability. I was humble but confident. I could sit outside the shame and present the person I truly was. The person that had grown immensely and had picked himself back up from rock bottom.

Here is the cool part of the story that I wouldn’t know for another eight years.

My arrest, my struggles with drugs and alcohol, (and my subsequent healing that was at the root causes of engaging in these non-serving behavior patterns) were all preparing me to serve others as a mental health counselor. All aspects of my past that I was afraid to be vulnerable about now serve as the cornerstone of both my unconditional positive regard for the individuals I work with and give me a level of empathy I would not otherwise be able to have.

As a counselor, I have the privilege of working with people at the most raw and real layers. I get a glimpse behind the scenes about what people are struggling with and what is really important to them. Not just what they may pretend or feel pressured into thinking they need to believe is important. I learn about people’s loves, joys, goals and ambitions. I also learn about people’s fears, negative beliefs about themselves, and how they feel that if they were to be vulnerable about their past, it would disqualify them from getting the job they want or getting the romantic partner that they so badly desire.

For many individuals, this leads to immense pressure surrounding the struggle to be authentic about their deepest wants and needs, while at the same time wanting to fit in and not ask for something that might go against what they feel they should be wanting.

This leads to an internal tug of war. They grapple with how they want to present themselves to the world — whether to share their own highlight reels, investing time, energy and money in materialism, or to be vulnerable and authentic about what is truly important to them, their day-to-day struggles, or even — their deeper layers of trauma.

This internal conflict often leads to anxiety and depression, a battle between the need to be accepted and the potential of being rejected for showing up as their authentic selves. Ultimate alignment and optimal mental and emotional health come down to being real. It’s about being vulnerable with no fear of judgment like Eminem did in “8 Mile.” You see, when we’re vulnerable with others, it opens the door for them to be vulnerable and authentic with us.

Authenticity from us provides permission for others to be genuine in return. This releases the fear of judgment, fostering a sense of safety for both parties. This safety drives even deeper levels of authenticity, and through authentic and real communication, comes deeper levels of connection.

That’s the power of vulnerability and why it is the key to authenticity. C&IT

DepositPhotos.com

In today’s corporate meeting and event landscape, the use of mobile apps — such as event registration, customized agendas and real-time notifications — is enhancing the way attendees experience events.

These must have mobile apps are becoming mainstream tools that attendees and event planners have come to rely on for a state-of-the-art experience for events, both large and small. With the help of these event apps attendees can easily access event schedules, speaker biographies, networking opportunities and much more.

Kayman Nixon, a creative event planner with Verde Events, an events management firm in Chicago, IL, is seeing mobile apps used in a significant number of meetings and conferences today. As she explains, mobile apps provide a seamless and simple way for attendees to access all relevant information — from their unique schedules to speaker information to venue wayfinding.

“The scale and scope of mobile apps are really only limited by clients and the time that planners are willing to put into it,” Nixon says.

Nixon believes a major update to the attendee experience comes from the interactivity of today’s mobile event apps. In addition to displaying a plethora of information, apps allow users to interact with each other in real time.

“We can offer in-app messaging, live Q&A sessions or get to-the-second feedback with live polling. An event app also helps to break down the barrier between attendees and presenters to make meetings and conferences more meaningful and engaging,” Nixon says. On the planner side, apps allow for planners to react to real-time changes that are happening onsite. Nixon has seen situations where, for example, a conference room is suddenly unavailable due to technical difficulties, and within the app they can both dynamically change the location of that session for the attendees and share a push notification with any updates.

“These apps help to provide a smooth experience so that attendees can focus on the content they are at the event for,” Nixon says.

From an interactive perspective, today’s mobile apps provide fantastic ways of boosting engagement during meetings and events. Post-session surveys also are a great way to get an immediate snapshot of feedback for a session to help inform future decisions for if similar topics would be of interest in the future or if participants would like more information or follow up from a session.

“The mobile apps are also helpful in sharing documents, handouts and helpful information for participants of a session while saving on the time and hassle of printing materials for each participant,” Nixon says. “Not only does this help to provide a seamless experience, it also helps to promote sustainability by minimizing waste.”

Andrew Roby, meeting planner and event producer at Andrew Roby Events in Washington D.C., agrees that event apps are on a steady incline within the event industry aiding event planners and their clients to execute events with more data and awareness. He points out that roughly 83% of event organizers are using mobile applications in some capacity. With the introduction of AI, the technology capabilities will only increase as we learn more ways to use such tech to benefit events.

“Mobile apps bring more accessibility into the hands of attendees. It decreases the volume of emails and phone calls event organizers may receive with questions that can be readily answered with an event app,” Roby says. “It also aides attendees in customizing their event experience by organizing individual calendars based on the activities they want to do at your event. It increases intentional networking by playing matchmaker for the people you have been waiting to connect with.”

Roby further points out that the beauty of mobile apps is how customizable they are to a company’s event needs. Many people use them for polls and surveys, but they have been developed for much more.

“Event apps have the ability to help attendees find their community at large events. They offer event organizers real-time analytics to make critical on-the-spot decisions to improve the event experience,” Roby says. “Apps can create audience engagement by allowing attendees to present questions live and then have them decide on which is the most pressing they want to hear about. It is also beneficial to sponsors who may want to share more in-depth information about their products or services and even offer incentives.”

For Pat Schaumann, CMP, CSEP, DMCP, HMCC, president and director of Schaumann Consulting Group LLC in St. Louis, MO, mobile apps have become critical tools within the meetings and events industry, especially in the context of remote work, hybrid events and the ongoing emphasis on safety and contactless encounters.

“Mobile apps have revolutionized the meeting and event experience, enhancing engagement, convenience and personalization. They are reshaping attendee interactions with personalized agendas, enhanced networking, real-time updates and interactive features,” Schaumann says. “Mobile apps bridge the gap between technology and user experience, enhancing engagement and transforming events into memorable, dynamic experiences.”

An Evolution of Sorts

Technological advancements are continuing within the corporate meeting industry and the evolution of mobile apps is no exception. In recent years, the modifications to mobile apps has been awe-inspiring as these tools evolve to reflect exactly what attendees need. Quite simply, today’s mobile apps are mere shadows of their former selves, especially those introduced even three or four years ago.

As Nixon explains, apps have become more user friendly from the planner perspective. In addition, app hosting platforms now have such detailed information on how to set up the app, onsite management, troubleshooting resources and oftentimes offer in-person support at events.

“With app development being more accessible for the planners, we are able to ensure that the product that we are putting out to the attendees is exactly what the client is looking for to maximize the quality of the attendee experience,” Nixon says.

Roby points out that the meeting and events industry started with the need to print every single thing — crushing any desire for sustainability. As mobile apps developed, many planners used them to showcase speakers, agendas and sponsors. And as these apps further evolved, integration possibilities began to expand.

“Even with integration, this was primarily on a closed system so while an all-in-one platform was great, it did not talk to other systems however,” Roby says. “As technology continued, we gained the opportunity for tech stacks, allowing the ability to integrate new tools with existing systems. In today’s environment, exhibitors have more visibility with lead generation and data insights. Artificial intelligence is helping attendees have a more personalized experience by recommending sessions that will give them the greatest return on investment. Event organizers can reward attendees by creating a little competition via gamification. The mobile app has come a mighty long way over the years.”

What Today’s Attendees Expect

Not surprising, mobile app innovations have significantly captured the attention of meeting attendees by enhancing their overall event experience in various ways. Primarily, attendees are provided innovative agenda management opportunities. “Apps provide attendees with the session schedule, speaker profiles and detailed agendas — allowing them to plan their itinerary and prioritize sessions of interest,” Schaumann says. And as networking is often a key component of corporate gatherings, mobile apps can help facilitate networking opportunities by enabling attendees to create profiles and connect with other participants.

“They can schedule one-on-one meetings or group discussions,” Schaumann says. Also features like in-app messaging and discussion forums can further help attendees make meaningful connections in order to collaborate before, during and after an event.

Of course, the interactive content component of mobile apps is a game changer for many attendees who are interested in live polls, Q&A session, surveys and even gamification features.

“Attendees can participate in discussions, ask questions to speakers, provide feedback, and compete in challenges or contests, enhancing their overall engagement and participation,” Schaumann says.

And while attendees certainly benefit from what mobile event apps offer, exhibitors and sponsors also find these apps to be helpful in engaging with attendees. They can provide detailed information about their products, services and booth location.

“At trade shows, for example, attendees can easily navigate the exhibition floor, schedule meetings with exhibitors and access exclusive offers or promotions, maximizing their interaction with sponsors and vendors,” Schaumann says.

Being “in the know” is also top of mind for many event attendees. Today’s mobile apps allow for real-time updates and alerts. As Schaumann further points out, push notifications, SMS alerts and in-app notifications ensure that attendees stay informed and engaged throughout the event.

Finally, apps can service as the central point for attendees to access event-related content, including videos, handouts, PowerPoint slides, etc.

“Attendees can easily access resources directly from the app, eliminating the need for printed materials,” Schaumann says. And in our sustainability-focused business culture, this is paramount for many attendees.

Making the Best Use of Apps

A significant part of the equation of incorporating apps into events really comes from client buy-in. That’s why Nixon says planners should communicate the benefits of using apps to their clients and sell them on the ease and accessibility of incorporating an app into their events. Where websites are oftentimes more global, featuring general information for attendees, apps are much more personalized and require the client and the planner to be in lockstep with crafting the exact desired experience.

“So, if planners are able to communicate the importance of elevating their events through a more personalized experience, they should be able to get the approval for moving forward with an app,” Nixon says.

She recently worked with a client on an event that had a very dynamic schedule featuring several different registration types, individualized pop-up meetings, overlapping breakouts, a showcase, and attendees staying at multiple hotels. Through work that Nixon was able to put into the app both ahead of time and on-site, she was able to wrangle all of these factors together.

“The ability of apps to segment attendees, their schedules and their notifications down to an individual level helped to make all of this possible and provided a coherent and consistent experience for all attendees,” Nixon says.

It’s also imperative that meeting professionals research and select a meeting app that aligns with the event goals, budget and attendee demographics. Consider factors such as ease of use, customization options, integration capabilities, customer support and scalability.

Schaumann recommends meeting planners go so far as to conduct surveys or interviews to understand the preferences and needs of your attendees regarding event technology. “Identify pain points or areas where a meeting app can add value and address those needs through app features and functionality,” she says.

Once an app has been selected, encourage attendees to download and engage with the meeting app well in advance of the event. Promote the app through email communications, social media channels, event website and registration materials. And be sure to highlight key features and benefits to incentivize early adoption.

“It’s really important to define key performance indicators (KPIs) to measure the success of the meeting app implementation,” Schaumann says. “Track metrics such as app downloads, user engagement, session attendance, networking interactions and attendee satisfaction to evaluate the impact of the app on the event.”

Mobile App Development

As is the case with most technology these days, Nixon is curious as to how AI integrations will impact mobile app development for events. She believes AI could end up being a major time-saver for planners when it comes to taking relevant information from a client and applying it to an app.

“However, I think putting apps together requires time and attention to detail, so planners will have to be sure to have a strong system of checks and balances to ensure that the information provided in the app is still personalized and up to their standards,” Nixon says.

Schaumann also believes that mobile technology will continue to shape the meetings industry. “The future of meeting and event apps holds exciting possibilities as technology continues to advance and shape the way we plan, manage and experience events,” says Schaumann. We may see such things as the integration of virtual and hybrid event elements, integration with wearable devices, predictive analytics and insights, and even augmented reality (AR) enhancements.

“Meeting and event apps also will incorporate sustainability features to promote eco-friendly practices and reduce environmental impact,” Schaumann says. “This includes features such as digital agendas and handouts, carbon footprint calculators, sustainable transportation options and waste reduction initiatives, aligning with the growing demand for sustainable events.”

Roby stresses that all event and meeting professionals should be using some sort of event or mobile app to help streamline the planning process. “The use of technology to simplify the workload is something we can all see as a huge benefit,” he says. “It also allows us to work collectively in a collaborative environment without the need to physically be present.” He sees the future of the mobile app industry looking promising to the meetings industry.

“I look forward to the day when we can see speakers projected from our phones via hologram if we are sitting in the back of the room,” Roby says. “I believe the more we share with tech developers our needs, the more data they have to continue to grow the capabilities within a mobile app. I just hope we do not become so reliant on our phones that we forget to live in the moment.” C&IT

In Montreal, at C2, in the Sky Lab, participants brainstormed business solutions while sitting in suspended chairs. Photo by Sebastien Roy / Courtesy of Korrin Bizek

Innovation is a key driver of economic growth. It creates new opportunities, industries and experiences. Within the meeting and events arena, cities and venues that prioritize innovation tend to be a draw for planners and attendees alike. And with competition for innovative venues increasing, choosing a trending destination with that “it” factor that can boost your attendance numbers and go the extra mile has never been more vital.

According to Liz Lathan, CMP, co-founder of The Community Factory in Hutto, TX, a sense of adventure is an underrated emotion to evoke when planning events.

“We’ve all been to the same destinations over and over again, so when a planner has the opportunity to bring attendees to an unknown, unexplored or uniquely innovative location, it immediately sparks that hit of dopamine,” Lathan says. “A little excitement goes a long way.”

Attendees are seeking connections like never before. Being able to feel connected to a destination through local experiences sparks a sense of belonging and makes them want to go back after the event is over and explore more — maybe even bringing the family, as well. Attendees don’t just want to be taken to a luxury beach spot and left alone. They want to experience local customs, local foods and feel welcome.

“The desire for attendees to want to ‘be tourists’ has been replaced with the desire to ‘blend in’ and become ‘a local,’” Latham says.

Rebecca Grinnals, co-founder of Engage! Summits, says that offering unique and interesting locations goes a long way toward generating excitement and buzz from your attendees. It also allows for so much creativity in planning food and beverage, and decor and entertainment that are inspired by the destination.

“You have a built-in story and natural theming to weave throughout the event,” Grinnals says. “Guests also are more inclined to share their entire experience via social media when they are in a hot new place, which is a win-win all the way around.”

At its core, Engage! Summits is a collection of B2B events with the mission to unite the luxury global event industry to change businesses and the market for the better. They travel the world to gather and form a community that sparks magic, ideas and innovation that shifts trends in regions spanning the globe. Some of Engage! Summits’ past destinations include Adare Manor in Ireland, multiple events in the Cayman Islands, Belmond Grand Timeo in Sicily, as well as in Mexico, Europe, U.S. and Africa.

“Most of these destinations offer fully immersive environments that allow attendees to experience the destination without ever leaving the property,” says Kathryn Arce, meeting planner and co-founder of Engage! Summits.

“They offer a range of built-in experiences and activities on-site, as well as innovative five-star dining, spas, golf and so much more. Of course, they are in locations that offer plenty of opportunities to explore should attendees wish to add in pre- and post-stays, but for the duration of the event there is no need to transport attendees off site — they are loaded with everything you need (and make for some great ‘insta moments’ too!).”

Innovative & Exotic Locales

In the real estate arena, the manta, “location, location, location” is of supreme importance. The same can be said for venues that cater to a discriminating crowd, many of whom are attendees looking for innovative experiences at the conferences, meetings, exhibitions and trade shows that they travel to. Intimate and welcoming, many of today’s exotic venues reward attendees with one-of-a-kind experiences. And while Europe and other parts of the world are home to many respected venues, meeting planners are making strides to discover venues that keep visitors coming back for more.

For example, Lathan likes places like Sirenian Bay in Placencia, Belize — a great all-inclusive resort with the ability to do a buy-out for up to 80 guests.

“Normally, all-inclusives are corporate resorts with food and beverages, but the team at Sirenian Bay brings in local chefs and local ingredients and embraces you as part of the community, telling you all about the best places to go snorkeling and which ruins to visit when you go to Belize City,” Lathan says.

Another innovative option is Ras al-Khaimah in the UAE. You’ve heard of Dubai and Abu Dhabi, but you’ve probably never heard of this city. This up-and-coming destination has a strong stance on sustainability, beautiful vistas and welcoming people. They are eager to showcase their city as an alternative to the flashy Vegas-like Dubai.

Of course, when it comes to finding innovative event spaces abroad, you can’t go wrong with Tokyo, Japan. Not only does Japan offer attendees a chance to explore its rich past with stunning temples, historic castles and breathtaking scenery, but the backbone of Tokyo’s meeting and events industry is based on innovation; neon-lit streets, green havens, sacred spaces and vast high-rises that awe the senses. Tokyo’s vast metropolis sits on Tokyo Bay and is the biggest urban area in the world. Tokyo is home to several major conference venues, including Tokyo Big Sight International. The city is also full of exemplary buildings reflecting Japanese design, from the ancient to the grand. And when it comes to innovative meeting and event spaces, Tokyo excels with state-of-the-art venues.

U.S. Innovative Spots

Closer to home, with its mild temperatures and coastal vibes, Seattle is fast becoming a favorite destination for its innovative meeting options. Being easy to access, but off the beaten track is appealing for many attendees as they get a sense of privacy and luxury that’s hard to find in the more well-known destinations.

Seattle Convention Center’s Summit building is one of very few centers in North America to achieve USGBC’s LEED Platinum sustainability certification. It has a number of innovative features, such as rainwater harvesting, waste dehydrators, solar panels, upcycled building materials and plenty of reclaimed wood.

The Seattle Center is the definition of innovation as it was the site of the 1962 World’s Fair. The center features the Climate Pledge Arena, the world’s first-ever net-zero carbon arena; the Space Needle; and the Chihuly Garden & Glass — all of which leave memorable, innovative experiences for attendees.

Boston and Cambridge in Massachusetts are also key innovative destinations for meetings and events. This stems from a unique cross-pollination of higher education, world-class healthcare, a rich start-up ecosystem, burgeoning fintech, lots of venture capital and unparalleled biotech innovation. According to David O’Donnell, vice president of strategic communications at Meet Boston, these sectors interact to produce not one but two innovation clusters in Boston – Seaport and Kendall Square (Cambridge).

“We’ve heard from many planners and clients that they choose Boston because they want to tap into this culture of innovation via osmosis and through dedicated programming,” O’Donnell says. “Hosting events in Boston drives further investment and enhanced interest in future meetings here and how delegates can be inspired by our singular modality of ingenuity and innovation. It infuses everything here.”

Sunny Orlando, Florida is constantly reinventing itself, presenting attendees and planners with a variety of innovative meeting venues. Cozy, awe-inspiring and monumental, these Orlando gems offer unique accommodations and amenities aplenty.

From Universal Orlando Resort to Rosen Hotels & Resorts to Caribe Royale Orlando, these properties are just a small sampling of the unique venues Orlando is known for. Not only do these venues exude luxury, but they also showcase some of the most up-to-date, innovative amenities available in the meetings and events arena today.

Las Vegas has long been a “go to” destination for planners. And this innovative destination never gets old as new resorts, hotels and venues frequently come on the scene.

As one of the more dynamic, diverse, innovative cities in the country, San Antonio, Texas is an attractive landscape for any kind of meeting. It has expansive and versatile infrastructure, an expanding culinary and attractions scene, and a recently renovated convention center in a highly walkable downtown core. It is also an evolving city, with new and reimagined venues, like the Alamodome, Pearl, Hemisfair and Southtown, that keep the destination fresh for repeat groups and visitors. San Antonio is a big draw for meeting professionals thanks to its accessibility of location, price and variety of options.

In addition, one of the country’s pre-eminent convention centers is located in Dallas. The Kay Bailey Hutchison Convention Center Dallas (KBHCCD) is one of the largest convention centers in the nation and connects to the Omni Dallas Hotel via an expansive sky bridge. With over 1 million sf of exhibit space, the KBHCCD offers three large ballrooms and a 21,290 square-foot arena with 9,815 seats. In addition, Dallas offers more than 35,000 hotel rooms.

For San Francisco Bay Area meetings and events, the iconic waterfront city of Sausalito offers a vibrant, beautiful venue. The views are the best-in-the-bay, with panoramas of the Golden Gate Bridge, San Francisco skyline, historic sailing ships and hillside mansions. During their off time, attendees can enjoy outdoor activities like paddle boarding, myriad hiking trails (accessible directly from the downtown shopping area), seaplane tours, as well as art galleries and artisanal cuisine.

When it comes to unique, innovative venues, Sausalito’s Conference Campus, through the Sausalito Center for the Arts, is located in the heart of downtown and features a number of cultural exhibits and speakers throughout the year. They provide flexibility with hourly, day or multi-day rental options, and are easy walking distance to the ferry and bus lines.

“The Sausalito Center for the Arts, right in the center of downtown, made it easy for people to see how beautiful the city is,” says Justine Kahn, Founder and CEO of Botina Skincare and event organizer of Winter Market. “It was easy to walk to the restaurants and shops, and the venue provided the versatility we needed to put our own imprint on the event and brand it professionally. The city of Sausalito helped make it easy for us to coordinate, clean and prepare for the event. Plus there was plenty of parking.”

The space is 4,600 sf, with an open modular floor plan — making it versatile enough to host any event. There is also an opportunity to coordinate team-building activities, guest lectures, food from local chefs and special lodging packages through SCA. Other meeting spaces include Casa Madrona and a number of stellar restaurants.

Neighbors to the North

Recently, Korrin Bizek, senior director event operations at SHW in Seattle, WA, looked to the north — specifically Montreal — to experience the innovative environs of Montreal for her corporate client and planning team.

“We experienced Montreal’s robust spirit in three diverse seasons — site visits in winter’s several feet of snow and spring’s abundant floral, then held the meeting during summer’s mild temps,” Bizek says. “The meeting attendees could not stop raving about the city’s charm, its beauty, the ease of navigation and the warm hospitality of the locals. From indulging in the vibrant culture to picking up a few French phrases along the way, our experience was nothing short of unforgettable.”

The city’s innovative prowess can be experienced most readily at The Palais, Montréal’s convention center in downtown and featuring 508,756 sf of exhibition surface area, in a building that has been awarded BOMA Best 3 sustainability certifications. Space rental options include an array of high-definition screens (perfect for advertising sponsors), a configurable mobile event app, an e-commerce client portal and a stunning rooftop space.

Another innovative space is Montreal’s PHI Centre, a meeting place for creative minds, where new concepts reflect a continuing exploration and understanding of art and technology. Along with a specialization in virtual realities and flexible halls that can be transformed for a variety of events, including launches, conferences, screenings, shows, concerts and installations, the PHI also contains creative and production studios. Espace 4 is the largest space, a multifunctional salon equipped with a professional kitchen and linked to the rooftop terrace.

Continuous Innovation

“Events are on the rise as a way to connect and a way to create content,” Lathan says. “With this increase in quantity, enticing people to your event is harder and harder. I believe that everyone will attempt to differentiate themselves by making their destination feel more innovative and that’s a good thing. Rising tides lift all ships.”

Grinnals also believes that innovative destinations will continue to be the preferred choice for companies, planners and attendees alike.

“With more and more unique destination resorts being unveiled,” Grinnals says, “they are both an event planner and attendee’s dream.” C&IT

DepositPhotos.com

Legal issues are part of every convention and meeting — yet there’s no one-size-fits-all scenario when it comes to dealing with those legal issues.

“The legal issues involved in planning a meeting are as varied as the meetings themselves,” says Jill Blood, VP, Deputy General Counsel with Maritz. “For a small, low risk meeting, the legal issues are typically straightforward and often primarily focused on contracting. For larger complex events, it can be more complicated to manage risk.”

On any given day, Blood’s inbox might have questions about what activities are too high risk to include on an incentive trip, how changing data-privacy regulations impact the collection and use of attendee data, how they can safely and thoughtfully use AI to make the planning process more efficient, how trademarked and copyrighted material can be used at events, or how they can navigate visa requirements in foreign countries. “Every day is different!” says Blood.

Not surprising, hotel contracts typically remain front and center. “Hotel contract negotiations are, and will always be, a huge part of the event-planning process. Hotel agreements often serve as a cornerstone of the process, so a lot of focus is rightly put on those agreements,” she addds.

Still, there are plenty of challenges beyond hotel contracts. “Because there are so many moving pieces involved in planning and executing a great meeting, it’s important to keep an eye on the larger risk picture beyond contracts,” Blood says. “DMCs, transportation, food and beverage, AV and other vendor agreements are also critical elements of managing risk for an event. And it’s important to make sure attendee data is being used thoughtfully and in compliance with data privacy regulations.”

Like others, Blood points to the pandemic as a time when many things changed in the industry.

The event industry’s approach to risk, contracts and legal issues changed significantly during and following the pandemic. “The good news is that after facing those pandemic-related concerns, event planners and suppliers are now even more aware than ever of the risks associated with events and the terms of their contracts,” says Blood.

One result of that, she notes, is that it contracts are more detailed and comprehensive, and events are safer for attendees. Unfortunately, there’s also a downside. “The bad news,” Blood says, “is that it can be harder than ever to get contracts across the finish line. Throughout the event ecosystem, every party is looking at contracts closely and evaluating their risk very thoughtfully. That can add extra time to the contracting process and make the planning process more complex.”

In some cases, says Blood, they’re also seeing new stakeholders such as in-house lawyers, CFOs and other executives enter the planning process, who maybe aren’t as familiar with the nuances of the industry. Educating these new stakeholders can be time consuming and stressful for planners.

As if all that weren’t enough of a challenge, Blood says the use of AI is now another concern in the meetings industry, just as it’s a concern in almost every other industry. “The technology offers huge potential but also creates risks to navigate. For Maritz, our AI initiative has been a balancing act between moving quickly to take advantage of the potential of the technology, while also ensuring that we’re using it safely and thoughtfully.”

The many uses of AI are among the newer issues planners must think about, while also continuing to deal with longtime core issues such as data privacy and security. “As an industry, we’ve always put guest experience first, and I think of data privacy and security compliance as an extension of that approach,” Blood notes. “We want attendees to be confident that their data will be kept safe and used responsibly. That said, as new regulations are passed each year, compliance can feel like a constantly moving target for planners.”

Much of the complexity stems from the fact that legal obligations related to data privacy and security are different in different countries and even vary state to states. Blood recommends that planners seek the counsel of external privacy experts to help navigate the changing landscape around privacy and security.

“That said, at a high level, many of these regulations require that those who collect and process attendee data ensure that the data is safe and secure and that it is used in line with the expectations and wishes of the attendee,” says Blood.

At Maritz, data privacy and security are an ongoing conversation between their legal, information security and operations teams to ensure that they’re complying with applicable laws while also delivering the best events possible. For them, that often involves asking a series of questions before they collect or share data:

Are we collecting the least amount of data possible to allow us to achieve our goal?

Could this data be aggregated or anonymized?

Is the data being used in a manner that attendees have consented to?”

Blood cautions that planners should also be aware of new laws in Washington, Nevada and Connecticut that govern the collection and sharing of health data. “In some cases, the definition of health data under those new laws is defined broadly enough that it encompasses frequently collected information such as allergies and onsite accommodations.”

In addition to differing international laws, when a meeting is set outside of the United States it can also complicate basic contract negotiations. “Negotiations can be more challenging outside of the U.S. for a number of reasons including language barriers and cultural differences in contract standards,” Blood says. “For example, we often find that standard contractual language around insurance varies widely based on the location of the vendor. The EU also has a robust data privacy and security law (GDPR), that in many cases is stricter than corresponding U.S. laws.”

When it comes to overall security, Blood believes it’s all about being prepared. “One of the most important steps a planner can take to mitigate risk on events is to have a robust emergency preparedness plan ready to execute if something goes wrong. It’s impossible to operate an event with zero risk, but having a crisis plan ready if the unexpected happens can go a long way to mitigating risk.”

Lisa M. Sommer Devlin, a Phoenix-based attorney with many years in the meetings industry, says, when it comes to legal issues, attention to detail is crucial. Planners should “make sure the contract is property drafted to state the terms and conditions the parties have agreed upon, understand the financial impact of clause like Attrition/Performance or Cancellation, and understand that privacy issues impact many areas of event contracting.”

Although these aren’t new issues, Devlin points out that some elements have become more significant in recent years. Privacy, she says, “is increasingly important,” and Force Majeure took on new significance when the pandemic hit. In most cases, she adds, the most serious result of not understanding the issues or failing to pay full attention to every detail is that groups may end up paying for things they didn’t anticipate or include in their budget.

Like others, Devlin says data privacy has become more and more challenging. “Customers need to understand that all hotels have their own privacy and data protection policies and can’t enter into a different clause with every customer. Groups need to get permission from their attendees for the group to share personal information with the hotel or for the hotel to provide information about group guests to the group.”

Moreover, she says, hotels can’t let groups review its in-house guests list or even always provide a list of all of the group’s guests staying at the hotel. “Hotels also can’t let one group know which other groups are in-house and can’t let a group approve other bookings in conjunction with its events. The hotel can agree not to book competitors or named other events, but it can’t go to the group to let it approve or disapprove other bookings.”

Devlin points out that Force Majeure events are tied to existing laws, which means a Force Majeure clause must be tied to the applicable legal standards. “The law will automatically excuse parties from their contract if a Force Majeure occurs, whether or not there is a clause,” she says. “If the parties agree on a clause, then its terms will control their obligations.”

In addition to adhering to relevant laws, Devlin says clauses should not include vague, ambiguous or subjective words “such as ‘inadvisable,’ ‘fear of personal safety,’ or ‘in group’s reasonable judgment.’ These are not legal standards under the law of Force Majeure and should be avoided, as they only result in legal disputes.”

Attrition clauses are another challenging element to navigate. “The hotel has the legal right to require a group to fill 100% of its block. Hotel contracts are the only type I know of in which the parties enter into an agreement, but one side does not have to fully perform. You don’t enter into a one-year lease and expect to only have to pay 11 months’ rent,” Devlin points out. “Yet, it has become customary for hotels to agree that groups do not have to fill all of their room block.”

She says that negotiating attrition clauses may depend in part on the group’s booking behavior. “For some events, it might make sense to allow the group to release a certain percentage of rooms without obligation at various points, like 90 or 60 days before arrival. That can be attractive to the hotel as getting back the inventory early gives it more opportunity to potentially resell. If the group attendees are last-minute bookers, it may be better for the attrition clause to include an allowance that is not ‘use it or lose it.’”

Devlin cautions planners to remember that the law of liquidated damages — which is what attrition and cancellation clauses are — does not require damages to be based on “profit,” nor does it require credit for resale. “If you insist on including those things, it’s critical to define the profit percentage and to have a clear and detailed formula for how resale will be calculated.”

As to what planners can do to become sufficiently knowledgeable about legal issues, Devlin advises, “Go to as many industry events as possible, learn from experts, take classes to get designations like CMP. Ask your insurance company for a safety review, as they may have ideas to help you do things better.”

Shanondoah Nicholson, a marketing events manager with Canada-based Landscape Management Network, a provider of business-management software for landscape companies, also points to privacy laws and contract clauses as primary concerns for planners and adds local laws as well — particularly for meetings in international destinations.

She says even seemingly inconsequential laws might impact a meeting. “I recently hosted an event in Pittsburgh where I needed to pick up beer and wine for an office party. I went to the grocery store only to discover that Pennsylvania laws limit the amount of beer you can purchase at a grocery store. By the time I realized, most ‘beer stores’ had closed for the day. Luckily, I had an extra day; however, it would never have occurred to me that there would be a limit in a grocery store versus a beer store. Other laws may have a more serious impact on your event, so it’s important to work with local suppliers to ensure you’re in compliance.”

Nicholson adds that any event with international attendees should include lots of early information about visa and passport requirements so that attendees have plenty of time to get required documents.

She also cautions that legal issues aren’t just a concern during events but also before and after them. “Before, you need to be aware of any contracts you’re signing and what those obligations are beyond the hotel. During the event, your team should have a plan for legal issues that may arise onsite, particularly if you are serving alcohol or traveling offsite. After the event, you need to have a plan on how you’ll handle people’s data in compliance with the applicable laws.”

She agrees that one result of the pandemic is that Force Majeure clauses were suddenly an increased concern. “When the pandemic hit, it was the first time many of us had to invoke our Force Majeure clause. Many of us had never seen it in practice. That awareness is now carrying forward to our events, as we may be asked to review those clauses more carefully than before.”

As for privacy laws, Nicholson says there’s a lot of detail involved. “As event planners, we may have access to attendees’ personal identifiable information including passport details and dates of birth. We may also be privy to health information because of vaccine requirements or accommodations needed onsite. Even dietary restrictions are considered personal health details that should be handled appropriately. Laws like CASL and GDRP can impact how you use contact details following an event. Teams should have a plan in place to ensure this information is secure, handled as attendees were informed and only kept for as long as necessary.”

At the end of the day, Nicholson notes, “Event planners are responsible for the security of their attendees. Having a clear understanding of laws impacting your event is imperative to ensuring the best experience for your attendees.”

Whatever type of meeting you have and wherever it’s held, understanding your legal obligations — whether under U.S. law or the laws of the local jurisdiction — should be among your first steps in the planning process. C&IT

DepositPhotos.com

In an age where technology controls many facets of a business, attention to cybersecurity is becoming paramount as meeting planners recognize how technological breaches can rob corporations and meeting attendees of vital intangible assets.

As a seasoned meeting planner, Dana Ellis, owner of Ellis International in Minneapolis, MN, recognizes that cyber security should always be top of mind when planning events. Afer all, planners, clients and attendees all use online platforms for registration, including accepting fees/payments and then often live stream content meant only for a specific audience.

“We have helped clients host virtual events for product launches where they were very concerned that no competitor would be able to gain access to the meeting as it was an internal launch and not yet public,” Ellis says.

“The amount of data that my clients ask for when they host a virtual event is a big part of why they continue to do virtual events. They want to know where people are logging in from, how long they stay on each page, how long they watched the stream, and how many pages they viewed and if they downloaded any files.”

Michele Dobnikar, meeting professional and president at GlobalMeet in Phoenix, AZ, says that in a virtual setting, meeting and event security becomes a more complicated issue. As Dobnikar explains, when hosting in-person events, companies have complete visibility into who is in the audience and an even clearer view of the presenter. “Measures can be taken such as physical security and identification checkpoints,” Dobnikar says. “This entire dynamic changes with virtual events.”

In the virtual event world, authorization is a key factor in carrying out a successful and secure event. That’s why cybersecurity should be taken into consideration from the formulation of the event to its execution and through to its conclusion.

“From attendee permittance to live Q&As and guest speakers, ensuring secure passages for authorized audience members is critical,” Dobnikar says.

Many of the early examples of security breaches in virtual events occurred in the education industry with hackers breaking in and displaying inappropriate content to the students. More recently, cybercriminals have been targeting local governments.

“The California cities, Laguna Beach and Calabasas recently experienced virtual participants expressing hateful speech in city council meetings,” Dobnikar says.

Ellis says her clients’ first concern is always “locking down” their virtual events so that only the internal employees or paid attendees can access the virtual event or live stream. This is done by choosing a platform with a registration process so that a user needs a specific (unique) username and password and that can be limited to only one user at a time.

“We also have to be aware and concerned that our registration information or credit card information is not accessed by any bad actors and to adhere to data retention policies as well,” Ellis says.

Ellis has corporate meeting clients who are based in Europe and have strict corporate rules on what links they could use or apps that they could connect to, which left out Zoom and a few other options. Ellis and her team had to revise the agenda to include a link to a Teams meeting, which their internal team had to create so that they could actually access it.

“During the pandemic, there was an internet outage all along the east coast of the U.S., which was during a live stream event. It took over five minutes for them to recover internet access,” Ellis says. “This wasn’t a cybersecurity issue for us, but a reminder of how much is outside of your control when you are doing virtual events.”

 Cyber Threats Facing Event & Meeting Planners

According to Stephanie Benoit-Kurtz, lead cybersecurity faculty, College of Business and Information Technology at the University of Phoenix, in 2020, the virtual event market, according to Frost & Sullivan, was estimated at $1.57 billion with an estimate growth to $4.44 billon by 2025.

“Contributors of this significant growth pattern range from sustainability and reductions in travel expenses to significantly improved reach of target markets. As the popularity of these events continues to grow bad actors are starting to target the events and data associated with the attendees,” Benoit-Kurtz says.

Just like any in-person event, Benoit-Kurtz says organizations must take precautions to protect attendees, speakers and sponsors from bad actors, from the registration and collection of personal information to the security of the event itself while online, or even in recorded broadcasts that are shared at a later date.

“Organizations that hold these events are obligated to their stakeholders to protect data by providing secure registration processes, credit card transactions and a secure event that prevents unwanted attackers access to the event,” Benoit-Kurtz says. “From the theft of personal data to the selling of attendee and sponsor lists, attackers are looking for ways to monetize the information that is gathered from attendees.”

Beyond attendee information harvesting, there are other types of attacks such as “denial of service” attacks or virtual room hijacking that can also disrupt an event and tarnish the reputation of a sponsoring organization.

“Additional significant cybersecurity issues in virtual events include phishing attacks, ransomware, and unauthorized access,” says Gareth Young, chief architect and founder of Levacloud, a cybersecurity company in Alpharetta, GA. These can lead to data breaches, financial losses and damage to the organizer’s reputation, highlighting the importance of robust cybersecurity measures.

Young points to a recent case in Hong Kong involving a finance worker at a multinational firm who was tricked into transferring $25 million by fraudsters using deepfake technology in a video conference call. The scam used deepfake technology to convincingly mimic the appearance and voices of legitimate company employees, highlighting the sophisticated level of cyber threats facing virtual events and meetings.

Of course, breached virtual events also can have a lasting impact on a company’s reputation. Dobnikar says one of the biggest issues that can arise from a security breach is the divulging of sensitive information. Whether it’s the case of a new product launch or a quarterly investor meeting, an unwanted presence can be detrimental from both a culture and profit standpoint.

“This issue can be mitigated by controlling audience participation. If the event is an internal town hall, event planners must ensure that attendees possess the necessary authorizations,” Dobnikar says. “Tightly controlling the presenter space is also an important step in eliminating this issue. In a virtual setting, a few seconds can mean the difference between an enterprise-wide disaster and a successful event.”

Dobnikar adds that the first step event planners should take is to ensure the technology they’re utilizing to host the event is equipped with the necessary tools to mitigate a cybersecurity event. Will emails be checked before admittance, will the event be password protected and how can we pivot if a breach occurs? These are all questions event planners should ask before ever executing the event.

The next step is to implement proactive security gates to prevent unauthorized entry to an event. Common tactics include whitelisted domains or IP ranges, pre-authorized guest lists and allowing entry to an event only when coming from a specific website (such as a corporate intranet).

“Finally, event planners need to assign resources to monitor the virtual auditorium and presenter space in real-time to identify any suspicious presence that may have slipped through the virtual security measures,” Dobnikar says. “While these are the proper steps to take from the event management side, utilizing your event technology vendor can also prove to be a valuable tool in elevating cybersecurity measures.”

Benoit-Kurtz points out that organizations must secure events by correctly implementing the security controls within the virtual event platform being used. Also, work with the event platform provider to make sure that the organization and cybersecurity is on the list for notifications of any vulnerabilities. “Understand exactly who is receiving invites to your event and monitor the event for signs of compromise. If an unexpected user shows up to an event remove them immediately,” Benoit-Kurtz says. “Do not wait for bad things to happen or when the user gains full control of the system. Configure and block re-entry of ejected participants. It is one thing to remove a user from an event, but if they can establish entry again, the issue generally continues. Also, investigate and subscribe to monitoring services that the vendor can provide for event monitoring.”

This approach can assist the hosting organization with a resource that is actually looking for anomalies during the event and trained to understand what to do incase suspicious activity starts to unfold.

In addition, Young says event planners should conduct risk assessments, use reputable platforms for hosting events, implement strong access controls to stop unauthorized access and educate participants on cybersecurity.

“Planners should ensure network security, communicate cyber safety best practices to attendees, and be proactive in managing disruptive activities during the event​​​​​​,” Young says. “Work with cybersecurity vendors to ensure your event platform is effectively securely and configured to best practice prior to use.”

Mistakes to Watch For

The most common mistake made by event planners is the use of virtual meeting technology versus event technology, as the two have completely different use cases. As Dobnikar explains, virtual meetings are typically smaller, more casual and collaborative. In these use cases, security risks are lowered, and therefore, virtual meeting software isn’t equipped with as many built-in cybersecurity features.

“With exponentially larger audiences attending virtual events and the nature of the type of information being communicated, security becomes essential,” Dobnikar says. “It’s a common mistake for event planners to take a company’s day-to-day meeting platform and use it for larger events. There are many reasons a virtual event suffers when run on a virtual meeting platform, including a lack of a formal registration process, fewer options for branding and customization and reduced analytics, but the most significant difference is the lack of cybersecurity features.”

Additional mistakes in virtual events related to cybersecurity include using non-secure platforms, neglecting strong passwords and access controls, failing to educate attendees on security, and not having a cybersecurity incident response plan.

“These oversights can leave events vulnerable to cyber threats,” Young says.

A common mistake Ellis sees post-pandemic is that some people don’t give as much attention to their virtual event as they do to the in-person event. You need to test out the software you have chosen in advance of the event day to make sure that it operates as intended and you must make sure you have chosen a platform that can accommodate the number of attendees you expect to have.

“If you are expecting 500 people, most servers can easily accommodate that traffic, but if you are expecting 20,000 people, you need to ensure that your platform server is ready for that type of traffic,” Ellis says.

Because of the expected continuous challenges revolving around the security of virtual events, cybersecurity will play an increasing role in the future meeting planning. Dobnikar points to the recent pandemic, whereby companies sacrificed traditional procurement evaluations in favor of just finding a way to communicate virtually. Since the pandemic, most companies have been re-assessing their virtual event technology for cost, security, privacy, vendor reliability, etc.

“This trend will continue and force virtual event technology providers to ensure their platforms are strong in the areas of cybersecurity and privacy,” Dobnikar says. “As AI also becomes more commonly incorporated into event technology offerings, technology planners should be aware of security concerns that new AI features may introduce. Companies should ask themselves, ‘Is the platform sending data off to a third party network for AI processing and how is it being managed in this handoff?’”

Benoit-Kurtz says that inherently event platforms are complex to protect since a variety of the attendees are often unknown to the company. However, organizations that use these platforms must perform due diligence on securing the environment.

“Involving cybersecurity departments in the evaluation and selection process of an event product can go a long way to adopting a product that can conform to the organization’s security program,” Benoit-Kurtz says. “Subscribe to monitoring services, validate configurations with the platform partner and train your users and participants about how to secure their experience. Although there is no such thing as a 100% secure environment, take the time to develop a security strategy for the event platform and for each event. The time spent is an important investment that pays dividends in the long run and can be the difference between a successful event and a breach.”

Cybersecurity will become increasingly important in the future of event planning, especially as virtual and hybrid events continue to be more common. Event planners will need to prioritize cybersecurity to protect participant data and event integrity.

“New technologies such as advanced encryption, blockchain for secure transactions, artificial intelligence for threat detection and biometric authentication for secure access will be crucial for protecting against cyber threats,” Young says.

Planners should look for virtual event platforms that offer features like customization, networking and engagement features, automation, event management software integrations, sponsorship opportunities, virtual booths, live broadcast capabilities, pre-recorded content, social media integration, and recorded captured content to host successful online events​​​​. C&IT