Kimberly Lewis Inkumsah is a seasoned leader in the field of diversity, equity and inclusion, with a focus on their impact on health, sustainability and climate worldwide. Her extensive experience includes 20 years at the U.S. Green Building Council (USGBC), where she led initiatives to enhance sustainability in buildings and communities. She is the executive vice president of Equity, Engagement & Events at the International WELL Building Institute (IWBI), crafting the WELL 2024 Recharge, a three-day event featuring industry leaders, inspiring human health and providing enhanced opportunities to connect and learn.

One common trait I have as a minister, a community leader and an event organizer is the ability to listen and understand with empathy. I believe fostering a sense of well-being among individuals when we gather not only boosts their self-esteem and appreciation but also allows them to recognize their own strengths.

The impact of our gatherings extends far beyond creating a sense of happiness. It can influence motivation, confidence, overall well-being and produce profound ripples of positivity among us all.

Dr. Maya Angelou, one of my favorite authors, once said: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” As an event organizer, it’s a quote I carry with me every day.

During the peak of the COVID-19 pandemic, when all in-person events were shut down, and the conference scene receded from calendar blocks, I took a once-in-a-lifetime opportunity to reimagine how I could deliver events that bring joy and inspiration. I was convening with 200 leaders from around the world to advise on the development of the WELL Equity Rating, a program that aims to advance places and organizations where everyone feels welcome, seen and heard. My listening tour with these equity experts cemented my belief that we need to cultivate experiences in places where everyone feels valued and uplifted, and that’s really the secret sauce to creating a successful and fulfilling event!

Before the pandemic altered our reality, event organizers often prioritized filling convention centers with large crowds of up to 20,000 attendees. However, this approach may no longer resonate with everyone, and not just because the pandemic prompted a reevaluation of comfort levels in crowded spaces.

Nowadays, individuals crave engagement and interaction. They want meaningful conversations with speakers rather than just being subjected to one-sided speeches or presentations from a stage. This shift towards interactive experiences suggests that event planners need to rethink their programming strategies. Personally, I’ve begun incorporating more roundtable discussions and small forums into my organization’s events, providing everyone present an opportunity to contribute and be heard.

Years ago, filling an event’s agenda as much as possible with back-to-back activities was commonplace. I was guilty of this too, because I loved packing the schedule to try to maximize value and engagement, but I began to realize that doing so can be a total experience-killer for attendees. The truth is that not everyone wants to run nonstop from session to session. Instead, I aim to help people leave an event inspired, not exhausted.

What’s more, not everyone is eager to leap into the day’s agenda right at 8 a.m. To bring people back to events, we need to turn a gathering into a worthwhile experience for both the early risers and the people who excel later in the day.

I think of these groups as the “Larks” and the “Owls,” and I found that most folks, the Owls, come alive after 12 p.m. If you really want to craft an experience with well-being at the core, one that engages, nurtures, energizes and makes everyone feel excited to come back again, it needs to be fulfilling for the early risers with the 2 p.m. slumps as well as the night owls blossoming during the evening networking sessions.

The essence of the experience lies within the intricacies of our programming, culinary offerings, venue selection and every detail aimed at ensuring all attendees feel warmly embraced and appreciated. I spearheaded the implementation of this novel experiential approach during our 2021 WELL Summit in Scottsdale, Arizona.

There, I crafted adaptable schedules and curated interactive programming that fostered inclusivity for all participants. Recognizing the importance of movement, which is incidentally a concept within the WELL Standard to support the goal of people feeling better when they leave than when they arrived, I integrated physical activity like yoga sessions, morning hikes and tours of the city into the learning journey.

During the WELL Summit in Scottsdale, I aimed to normalize delivering an equitable experience for those whose needs are traditionally marginalized by putting up a wheelchair ramp around the stage from the beginning to the end, not just before the special need speaker’s session.

As Vincenzo Piscopo, president & CEO of United Spinal Association, a keynote speaker, spoke about why we should be thinking about ADA 2.0 today, the audience totally connected with him when he, sitting in a wheelchair, shared how he often experiences PTSD whenever he travels because so many of the services — from airplanes to hotels, to even the staging at events — would often create barriers for him to get around.

The venue I chose was not only wheelchair accessible on stage but we prioritized accessibility in his assigned room, including the bathroom details. That consideration helped deliver a total well-being experience for him, and it also enabled us to make another attendee (who had unfortunately injured her knee and unexpectedly needed crutches) feel included as well. That woman told me, “Kim, you didn’t know that I would show up like this, but your planning made it so easy for me to get around!”

As event organizers, it is our job to make sure that we’re cultivating a place in a space where people feel valued. Whatever we do, we have to do it with the individual in mind. We need to get to know our community and understand what they value and measure, which will not only help them to learn but also to feel good in the journey.

The heart of reimagining events lies in providing a space where individuals feel seen and heard, and the path to reimagining events is a journey of growth driven by the desire to create impactful experiences and transformative ones that resonate long after the last session.

This is how I’ve been engineering my organization’s annual WELL Conference in Long Beach, California, in May, when the global community championing the healthy building movement will gather. If the WELL Conference can deliver one outstanding experience, it’d be the “well-being” of attendees. C&IT

Planners can limit liability by utilizing in-house wellness instructors who should already be covered by insurance. Courtesy of Laurie Sharp

As the industry and the nation continue to recover from the COVID pandemic and record-breaking inflation while grappling with worldwide turmoil, wellness is crucial.

But that concept means different things to different people. For some, wellness refers to improving one’s mindset, generally by focusing on meditation, getting outdoors or taking time for reflection. For others, the term equates to going for a run or a session at the gym, where frustrations can be taken out on a heavy bag.

However people choose to work on their wellness, there’s an increased appreciation for it. Meetings are no exception to this new lifestyle. Planners optimize the attendee experience by adding activity options, adjusting food and even meeting structures to boost mental and physical health.

“Traditionally, meetings were primarily about achieving business goals but there’s been a shift toward providing environments that support attendees’ overall well-being,” says Jessica Montefusco, chief experience officer, Wicked Event Design. “We are more conscious of the fact that when people feel good physically and mentally, they’re more likely to be engaged and productive during meetings, while creativity and participation are also improved.”

Additionally, meeting attendees are onboard, says David Stevens, co-founder of Olympian Meeting, Event Marketing Authority, and the host of “Return on Wellness,” a YouTube webcast focused on the ROI of bringing wellness into events. “When events add wellness elements, they see higher survey scores, knowledge retention and overall attendee satisfaction.”

Mind Over Matter

Mental health is especially important for meeting attendees while they are soaking in new information, and there is a variety of ways to address it.

Meeting planner Laurie Sharp, principal, SharpEXP, who specializes in technology company meetings and events, is a believer in sound baths — or meditations involving sound waves — for groups that have extra time and space to devote to mental wellness. But for others there’s yoga or even “short bursts of meditation, which can be done anywhere with headphones,” if ambient noise is an issue, she notes.

An often emphasized objective of mental health activities is ‘mindfulness,’ or being acutely aware of one’s self and surroundings. For some meeting attendees, when they hear “mindfulness,” they hear “meditation,” and that can intimidate people, but they’re overthinking it, Stevens contends. “Some people fear that they’re supposed to have some profound experience every time they meditate, and that’s not what it’s about.”

Instead, EMA offers “mindfulness sessions” where attendees may do breathing work and they receive meeting-related questions to consider, Stevens says. “For example, we’ll ask, ‘What is something that you remember about the meeting yesterday that you’re going to take with you?’ or ‘What do you want to accomplish today?’ Taking the time to stop and think through those questions shifts your focus for the day.”

That shift can make the difference between a productive meeting and one where someone just showed up, says Stevens.

“Most people don’t set an objective for attending a meeting; they go just because they have to or they want to be there. But if someone comes into a meeting with a goal then their choices will support that goal.”

A focus on mental wellness at meetings also makes sense because attendees need mental boosts for a break from the education.

Last year, says Montefusco, “During a summer meeting in Las Vegas for 40 human resources executives from various companies, we offered a wellness lounge that was open throughout the meeting and we provided relaxed seating, dim lighting and calming music. It was designated a ‘quiet area’ where attendees could escape from the meeting. The lounge’s sponsor gave away branded resistance brands to keep the wellness momentum going after the meeting.”

Planning such an offering isn’t a one-off for Wicked Event Design, she notes. “We’ve been incorporating elements like oxygen bars or infused waters, adding something that creates an environment for attendees to step away from the hustle of a meeting and decompress.”

Brain Food

As most people know by now, the type of food we eat can impact energy and overall well-being, making the food and beverage element of events especially important. Foods we consume also can impact concentration.

Keeping all of that in mind, some meeting planners are laser focused on the food & beverage served at events. “When we look at menus,” says Stevens, “we think about whether there are walnuts, which are great for brain health; blueberries and dark chocolate, which have great antioxidants; and what kind of fish is being served. Salmon is more nutritionally dense than other fish and it contains omega-3 fatty acids, which help brain function.”

For some groups, Stevens even stipulates in the request for proposal that if a hotel doesn’t have healthy snacks, Event Marketing Authority can bring its own, to be served alongside the other dishes.

That measure doesn’t spike labor costs as Stevens and his team set-up the items themselves. It’s not always easy to get such a measure approved, but Stevens says, “I usually get some pushback and then it goes up the chain and gets approved once I ask for macronutrients of the exciting breaks. They almost never offer anything that provides enough protein.”

However, he also likes to serve a range of fare in case people want to indulge or they just want to have choices, which in and of itself allows attendees to be mindful. “You want to give people agency around food so you’re not just serving grilled chicken and a salad and forcing them to eat it. You can serve barbecue ribs too, and you can present a fruit salad as well as cookies. Give people the opportunity to make those choices.”

Some health-conscious attendees even bring their own foods. “But that’s not how it’s supposed to be,” Stevens asserts. “After all, we don’t ask attendees to bring their own chairs.”

Getting Physical

When it comes to physical activity, Montefusco often plans walks, such as the one now being developed for 65 customers and employees of a security company meeting headed to Orlando this month. It will be led by executives, and the planning team comes on the journey too, she says.

“We, as event planners, can engage with attendees by walking with them, which is a less formal environment, and hear feedback,” she says. “We’ve heard everything from, ‘Dietary restrictions weren’t accommodated at breakfast’ to ‘we really wanted to attend a certain session, that was only offered once but it sold out. Then we look into whether we can duplicate, or record, the session.”

Montefusco and her team enjoy getting the feedback, she insists. “We really want attendees to have a great experience.” To that end, she’s also pleased that walks are usually led by CEOs, giving attendees valuable face time with the company’s leaders. “It’s more casual than being together in the meeting rooms, and that helps build relationships.”

For her part, whether offering mental activity, physical workouts or more, Sharp starts the planning process by including in the online registration a drop-down menu of choices that might include a 5K (generally for larger groups), a dance class, a hike or a host of other options.

“Wellness is very personal, it’s kind of like religion,” she says, “and what works for one person might not for someone else. So, we need to ask attendees what they like to do and what they want. Because if you design wellness offerings and no one partakes in them, you’re not doing yourself any favors.”

Building Human Connections

Event Marketing Authority tweaked old meeting formats to make meetings less about being busy and soaking up knowledge and more about building community, according to Stevens. For starters, the company cut in half the length of its clients’ education sessions, Stevens says.

“Our sessions are 30 minutes long now instead of an hour. Speakers initially pushed back but when they presented they realized they’d been including fluff.”

Next, he adjusted meeting agendas to push back start times for education and physical activity sessions by an hour to 90 minutes. “We took those steps so people could connect with each other instead of just getting bombarded with information.”

Connections made during wellness events are particularly strong, notes Sharp. “If you do a wellness activity together it’s a more casual conversation than in the confines of a meeting so it’s completely different. An attendee might remember a meeting goer from a walk, sound bath or meditation session, which will be a more profound memory — that hopefully is centered around your brand — than sitting next to someone in a breakout session with whom you may not have even spoken.”

Networking during wellness activities also fosters stronger connections than those made during cocktail receptions, Sharp says. “In a sound bath or a high-impact workout, there are no badges, it’s usually in the morning and when women don’t have make up on. People are casual so it breaks down a lot of barriers. People aren’t wondering “is this a prospect? Someone else I should meet?’ It becomes just an activity partner.”

Finding Skilled Practitioners

Like building any other part of a meeting or incentive program’s agenda, meeting planners have to find the right people for the job. It can be particularly difficult with wellness offerings, but there are strategies to it.

“The safest ways to do it would be either to ask your hotel partner, because a lot of times hotels have a spa or some sort of wellness activities in-house, so then those instructors have been vetted and planners know they’re covered by insurance, so we don’t have to concern ourselves with risk and liability,” advises Sharp.

She continues, “If a hotel or other venue a planner is working with doesn’t have someone appropriate on staff, the planner could ask the hotel if they know of someone nearby who is a responsible practitioner. The other way, and I have done it, is to go to a local CrossFit or yoga studio and tell them you’re looking to hire someone; and tell them what fee you can offer.”

Sharp admits, “There’s less risk if you go through your hotel partner, because you don’t know if a contractor will show up on time, if they’ll be prepared, etc. But if you go to a very established studio within your meeting city or destination, you’re probably pretty safe. And come with a brief that clearly states what you want, just as you’d do when hiring any vendor.”

The process doesn’t have to be costly either, she notes. “If you’re going to a local studio, an instructor there may want to earn some extra dollars for the week. It’s not that expensive.”

Another approach both to saving money and to finding someone who knows the group, she notes, is checking if any attendees have a side hustle or hobby teaching fitness.

For Wicked Event Design’s group that met in Las Vegas last summer, Montefusco simply leveraged the hotel’s existing fitness classes, she says. “The resort provided Yoga, HIIT, aerobics and Zumba on a rotating basis so we were able to take advantage of this offering and book space for our group to participate, with different options offered each day.

Positive Feedback

Planners report receiving nothing but rave reviews for meetings when wellness was on the agenda.

“The first time I incorporated wellness, it was reflected in our survey scores immediately; the net promoter score was a 9.4 out of 10,” says Stevens.

Adds Sharp, “Every metric went up, NPS, attendee satisfaction and on surveys we’ve gotten comments like “I wouldn’t normally do something like this, but I went and I met these people that I wouldn’t have otherwise so it was really uplifting. It was a great way to start the day and to refresh my body and my mind before heading to what could be intense meetings.”

The wellness activities also created buzz at the event, Montefusco says, building enthusiasm for both the present event and the future iterations. “The post-event feedback we’ve received indicates that attendees were really excited about the wellness elements we offered. They constantly talked about it.” C&IT

Hotel Polaris, set to open late this year in Colorado Springs, CO, offers 26,000 sf of meeting space on one floor. Courtesy Photo

Beyond the allure of the new venues and spaces, today’s corporate meeting attendees want more than a destination; they seek new experiences unlike any other — a true paradise retreat. Thanks to a wealth of new, renovated and “coming soon” properties, meeting planners have an unparalleled canvas to offer them for their next meeting or event. From urban gems to serene retreats, there’s an array of new options already known for their gracious service and elevated experiences.

Jessica Cole, CMP, vice president of event operations at Impact XM, has over 14 years of hospitality experience in event management and plays a leading role in large-scale client event programs. Impact XM is a global, full-service event and experiential marketing agency with 50 years of creating ownable experiences custom-made for company brands. Impact XM clients operate across a variety of industries, including the healthcare, technology and industrial sectors.

Through her extensive experience, Cole has had the opportunity to plan events at new and renovated venues.

“Our clients love to be in the newest locations to keep their events new and exciting so that attendees want to keep coming back year after year,” Cole says. When it comes to renovated spaces, there are certain highlights that attract attendees to these venues.

Cole looks for new carpet, fresh spaces and clean modern designs at renovated venues. Sometimes, spaces can look “tired” over time, so she tries to ensure they are still in the best shape for the events that Impact XM plans.

“We are always looking for new technology built into the event space, clean modern designs and open floor plans so we can truly push the envelope and get creative with what we bring in for the event,” Cole says.

Take Note

Meeting planners should not book an event too close to the opening dates when evaluating new and renovated spaces.

Cole advises that if you have an existing contract, look at any new clauses the venue may try to add in or review the old contract to make sure the contract and clauses still apply to the renovated space.

“I highly recommend a site inspection once the space opens or re-opens to ensure it’s the quality you expect, and the venue meets all your expectations before your event day,” Cole says.

New and renovated venues are just that — “new,” meaning that some challenges may arise when orchestrating an event.

Cole always asks for the venue’s opening dates and tends to avoid the first few months after opening. Time and time again, she has seen too many construction delays and doesn’t want to get caught in that situation.

“Once the new venue opens, staff tend not to be as familiar yet with the space and rules. It’s nice to give the venue a little time to open and work out any kinks before we are in the space,” Cole says. “In addition, we are seeing some new venues are not even offering proposals until after they open. I believe they are doing this to ensure the sales team is up to speed with the new venue and everything is in place to be successful.”

Venues across the country are being newly built and/or renovated to meet the evolving needs and trends of the corporate meeting and event industry.

Recently, Station Casinos opened the Durango Casino & Resort in Southwest Las Vegas. The state-of-the-art resort boasts an 83,000 sf casino, more than 200 guestrooms and suites, convention and meeting spaces, a luxurious pool with private cabanas, outdoor social areas and free parking.

“Having placed multiple programs throughout the years at varying Station Casinos Hotels & Resorts, I have been eagerly awaiting a boutique, luxury option for my corporate clients who seek a more elevated experience during their meeting,” says Michael Uhl, regional vice president at HelmsBriscoe.

“For my upcoming corporate retreat taking place in Q2 of 2024, Durango Resort & Casino was the best fit. A perfect environment for a group of 75 executives to take ownership of innovative function space, unparalleled food and beverage options both inside the meeting space and on the resort grounds, and a level of exclusiveness only attainable at a smaller, high-end resort. The destination has needed a property like Durango for quite some time.”

Durango offers over 25,000 sf of indoor/ outdoor meeting and event space featuring more than 15,000 sf of ballroom space, a pre-function foyer, breakout rooms and a boardroom equipped with state-of-the-art technology.

The Pendry Newport Beach in California is a stylish urban resort that celebrated a grand opening last fall. Courtesy Photo

Newport Beach, CA, is now home to The Pendry Newport Beach, a stylish urban resort in Orange County. Boasting sweeping ocean views, Pendry Newport Beach reflects the area’s Southern California lifestyle.

“Our company held our year-end PacWest Executive Leadership meeting at the Pendry Newport Beach,” says Terence Cruz, executive assistant and senior analyst at Ally. “There were 30+ executives from all over the US in attendance. The Pendry was gorgeous and breathtaking. As soon as you enter the hotel, you feel the luxurious ambiance. Facilities that include the bar and lobby were nicely updated with modern and contemporary touches. The menu had a great variety and the food was delicious. Sevice was superb and on point. No complaints, just praises.”

For events on Florida’s Gulf Coast, the new Sunseeker Resort Charlotte Harbor features a new 60,000 sf event space. The event space includes innovative breakout areas, various indoor and outdoor spaces and beautiful waterfront views of Charlotte Harbor.

And when it’s time to relax and unwind, the Sunseeker Resort offers championship golf, private charter sailboats, a rooftop lounge and pool oasis, an ultra-lux resort style pool, a fitness center and a spa.

If Texas calls for the next corporate event being planned, look no further than the brand new Omni PGA Frisco Resort in Frisco, TX. The recently completed resort features two stunning ballrooms boasting nearly 34,000 sf of event space, an indoor/outdoor pavilion, and 19 meeting rooms ideal for smaller-scale gatherings.

The resort features nine outdoor venues that offer an array of scenic backdrops. All total, Omni PGA Frisco Resort offers 127,000 sf of event space, as well as 10 private ranch houses for smaller gatherings.

The Las Vegas Convention & Visitors Authority recently decided to hold their upcoming Preview Las Vegas event at the new Fontainebleau Las Vegas.

“The Las Vegas Convention & Visitors Authority is thrilled to join forces with Fontainebleau Las Vegas as our host for this year’s Preview Las Vegas, the region’s premier business forecasting event,” says Las Vegas Chamber President and CEO Mary Beth Sewald. “With more than 1,500 attendees, Fontainebleau Las Vegas is the perfect venue with its all-new state-of-the-art meeting and convention space, providing our event with a diverse and flexible space for all attendees to experience.”

Fontainebleau Las Vegas’s meeting space is in its campus-like area, allowing attendees to keep their business and entertainment experiences separate when staying at the resort. For meetings and events, Fontainebleau features 550,000 sf of customizable indoor and outdoor meeting and convention space throughout the resort, including ballrooms, boardrooms, theatre-style spaces and breakout rooms.

For attendees looking to work some and dine, relax and play some more, they will enjoy the new 150,000 sf gaming venue, as well as many restaurants, shops, pools, spa and fitness center.

Evermore Orlando Resort in Orlando, FL, features luxury resort accommodations from beach villas to 11-bedroom houses, as well as stunning hotel options. And when it comes to the meeting spaces themselves, Evermore offers something for every type of corporate gathering. Many of the spaces at the Evermore offer a more intimate feel for meetings and each event space exudes a different aesthetic that celebrates the beautiful environment of the resort.

The recently completed Omni PGA Frisco boasts 127,000 sf of event space. Photo by Werner Segarra

Renovated Venues

Harrah’s Las Vegas unveiled a $200 million renovation that will bring meetings and events held at this revered venue to a new level. In addition to redesigning more than 2,500 guest rooms, Harrah’s features new dining, entertainment and spa experiences and direct access to CAESARS FORUM Conference Center, which features the two largest pillarless ballrooms in the world.

Harrah’s Las Vegas features more than 25,000 sf of meeting and convention space. When it comes time for relaxation and entertainment, meeting attendees can enjoy multiple on-site restaurants and a wide variety of entertainment options, including Harrah’s outdoor bar, Carnaval Court, which brings high energy to the Las Vegas Strip with live music and some of the world’s top flair bartenders.

For planners looking for a mountain escape for attendees, the newly renovated Omni Homestead Resort in Hot Springs, VA, is nestled in the Allegheny Mountains. It has expanded its preeminent meeting and event spaces as part of its property-wide renovation. While staying true to the resort’s historic presence, the new renovations include a 4,000-sf indoor and outdoor event pavilion that pays tribute to the resort’s classic architecture, while offering breathtaking mountain views.

Omni also updated the Omni Scottsdale Resort & Spa at Montelucia in Scottsdale, AZ, by redesigning over 100,000 sf of the resort’s indoor and outdoor event spaces, resulting in an ideal pre-function space. From new wall coverings to new carpeting, to new furniture, the newly renovated spaces usher attendees in and make them feel welcome amidst stunning views of the surrounding Arizona landscapes.

Coming Soon

There are several venues that are currently under construction or renovation that will be opening this year. The new Pier Sixty-Six Resort in Fort Lauderdale will be opening in late 2024. The upscale resort amenities will provide attendees with many entertainment options — from large conferences to small meetings, various ballrooms and outdoor lawn space.

Universal Stella Nova Resort in Orlando and the Universal Terra Luna Resort will open next year. The two hotels near Universal Epic Universe will feature 750 guest rooms each, and both will be located adjacent to the future site of the new Universal Epic Universe theme park, also opening in late 2025.

Set to open in late 2024, Hotel Polaris in Colorado Springs, CO, will offer 26,000 sf of meeting spaces, and many unique entertainment options for attendees to explore. Thanks to being on the Air Force Academy campus, Hotel Polaris will include two in-house flight simulations, providing attendees with an experience that they will talk about long after the corporate event has concluded.

Hard Rock Hotel Long Beach, the first new build in 30 years in Southern California, will open in mid-2027. Standing 31 stories high and featuring a rooftop bar with 360-degree views of the Pacific Ocean, Hard Rock Hotel Long Beach will comprise more than 400 bedrooms and be located a block from the Long Beach Convention & Entertainment Center.

With direct access to the Georgia World Congress Center, Signia by Hilton Atlanta will boast six food and beverage experiences and 100,000 sf of flexible meeting space.The venue will also include the largest hotel ballroom in Georgia, as well as outdoor event deck that will allow attendees to enjoy downtown Atlanta’s skyline. As more and more events are being held outdoors when possible, Hilton Atlanta’s outdoor event lawn will also offer a unique venue for corporate gatherings.

Two trends continuing to shape the hospitality industry are a growing focus on sustainability and concepts that blend the ultimate fusion of business and leisure — bleisure. Unique settings allow meeting and event planners to design fabulous events with indoor and outdoor spaces and allow attendees to embrace an elevated and yet relaxed experience unlike any other. C&IT

Forbes Business Council, Newsweek Expert Forum and Rolling Stone Culture Council member Merilee Kern, MBA, is founder, executive editor and producer of “The Luxe List,” as well as host of both the “Savvy Living” lifestyle and travel and “Savvy Ventures” business TV shows. Connect with her at TheLuxeList.com, SavvyLiving.tv, at LuxeListReports on Facebook, Twitter and Instagram, and on LinkedIn at MerileeKern. 

In today’s tumultuous business-scape amid increasingly intricate and often vexing marketplace conditions, curating and mining data to drive analytics-based decision-making is just no longer enough.

To compete with maximum, sustained impact and mitigated opportunity loss, rapidly monetizing data is now the game’s name — particularly when spurred by artificial intelligence (AI). Indeed, emerging AI methodologies are helping forward-thinking companies achieve and sustain true agility, fuel growth and compete far more aggressively than ever before.

AI is critical as a means toward those ends and also certainly with respect to aptly predicting, preparing and responding to prospective crises as with the COVID-19 pandemic the globe is currently immersed in.

In fact, Gartner recently cited the need for “smarter, faster, more responsible AI” as its No. 1 top trend that data and analytics leaders should focus on — particularly those looking to “make essential investments to prepare for a post-pandemic reset.”

Novel coronavirus matters aside, Gartner underscored just how impactful AI will become, predicting that, “by the end of 2024, 75% of enterprises will shift from piloting to operationalizing AI, driving a 5X increase in streaming data and analytics infrastructures.”

“To innovate their way beyond the post-COVID-19 world, data and analytics leaders require an ever-increasing velocity and scale of analysis in terms of processing and access to succeed in the face of unprecedented market shifts,” says Rita Sallam, distinguished VP analyst for Gartner.

However, employing AI techniques like machine learning (ML) and natural language processing (NLP) to glean insights and render projections is simply no longer “enough” to get the job done — especially for organizations seeking to compete efficiently on a national, multi-national or global scale. Today’s organizations must endeavor toward a culture of AI-driven data literacy that directly and positively influences their top and bottom lines. “To help data monetization-minded enterprises better future-proof their operations and asset-amplify their data value chain, there are a few key ways to implement and elevate machine intelligence so that it’s far smarter, faster and more accountable than protocols past,” says Microsoft alum Irfan Khan, founder and CEO of CLOUDSUFI — an AI solutions firm automating data supply chains to propel and actualize data monetization.

 Manifesting new market opportunities

Today’s machine learning capabilities allow people to sift through data that previously could not be accessed, all at speeds faster than ever before. Present technology offers the opportunity to wholly analyze image, spoken or written inputs rather than just numerical, helping companies better find connections across these diverse data sets.

This generates and maximizes value in several ways. Relative to the bottom and top lines, not only can it significantly reduce expenses, but it can also create new market opportunities. With COVID-19 as one recent example, algorithms speedily sifted through an extraordinary amount of data to identify diseases and potential cures that presented as similar, which allowed those methodologies to be readily tested against the coronavirus.

Machine learning advancements also help companies better monetize their data and establish new revenue streams. In the above example, of course patient information would not be shared or sold in any way, but other highly valuable data points can be gleaned. This includes determining that a certain drug is only effective on woman between certain ages — critical insights for pharmaceutical developers and physicians.

Emerging AI data processing protocols are far more rapid than prior iterations of machine learning technology, as are the resulting solutions, discoveries and profit-producing results thereof.

 Reconcile emotions with actualities

Data generates value, which leads to the generation of money. It’s that simple. Previously, it was difficult, if not humanly impossible, to sift through mass amounts of data and pinpoint relationships. There were very rudimentary tools like regression and correlation, but today’s analytics call for understanding what extracted data actually means. Leaders use data to either validate their gut or disagree with their instincts. Now, they are getting quicker insights that decisively validate or invalidate their thinking while prompting them to ask new questions.

“Human nature is such that unless we can see it touch it feel it, it’s hard to understand it,” Khan says. “We as data scientists haven’t done a really great job of explaining AI-driven data technology in simple terms. Telling a story with data or demonstrating actual results is where real power and understanding lies.”

Scale statistical models for actionable models

We often separate our data as facts, asserting “this is what happened.” Neural networks connect the “human decision-making process” to those facts — a simulation practice that helps us make better decisions. Previously, we would look at data sets like demographics, customer behaviors and such in silos. But when these multiple data sets are connected, it becomes quite evident that no two humans — or customers — are exactly alike.

Technology is now allowing us to understand trends on a factual level and then project outward. In the health realm, some companies are using this key learning to project whether or not a person is likely to suffer a certain affliction. It’s also allowing for far more efficacious “if this then what?” scenarios.

It starts with data acquisition — garnering a wide variety of data from different sources where data is being generated by the millisecond. Once the data is identified and ingested, it needs to be brought to a central point where it can be explored, cleansed, transformed, augmented and enriched and finally modelled for use toward a purpose.

“Most organizations have some data and drive different levels of business process improvement and strategic decisions with it,” Khan notes. “However, few use data to the fullest. The right approach to data valuation and monetization can uncover limitless possibilities, including customer centricity, operational efficiency, competitive advantage, strategic partnerships, efficient operations, improved profitability and new revenue streams.”

Multimedia monetization

Up to now, we have been able to write algorithms, generate immense amounts of numerical or written data and make sense of it. However, there is a significant amount of data that comes as images or voice, which has not been easy to process and manage until recent developments. In fact, retail and finance industries have been early adopters of this technology — and with good reason. They’ve seen costs go down, engagement go up, sales increase and benefitted from other highly substantial points of monetization.

“All of this possibly had previously demanded a hefty price tag using systems and solutions of yore,” Khan notes. “Today, integrating multiple processes across hybrid multi-cloud environments has made data processing and analytics much more accessible and outsourceable.” As one of the world’s leading experts on building transparency into supply chains, Khan doesn’t just talk the talk, he’s walked the walk. “New AI solutions and trends will eliminate patchwork processes that cause data, and interpretations thereof, to get lost in translation or, even worse, remain entirely undiscovered,” Khan says. “Next-Gen platforms are solving such problems by executing all functions required to create and govern AI products — single-source systems that pull data, transform, model, tunes and recommend actions with cause-effect transparency.”

For niche players, today’s leading-edge AI technology also aptly provides for vertical industry specialization.

“Overall, AI is ushering in a new and more sophisticated era of data literacy,” he concludes. Perhaps the future mandate for AI should not only focus on becoming smarter, faster and more accountable than predecessors, but actually bridge the gap between human intuition and data-backed decisions. Doing so will assuredly advance an organization’s ability to transact with utmost trust. C&IT

Turning Stone Resort Casino offers a 32 table, state-of-the-art Poker Room and 2,000 slots. Courtesy Photo

Gaming resorts, namely colossal hotels with over-the-top amenities, have proven to be the ideal option for today’s meetings and events. Not only do planners have a wealth of options from which to choose, but attendees can enjoy everything from swim-up blackjack tables to lavish shopping to legendary casino action.

Las Vegas Gems

At Wynn and Encore Las Vegas, meeting planners can configure their meeting, convention or special event utilizing 560,000 rentable sf of flexible space that includes 57 meeting rooms, a 20,000 sf outdoor pavilion with an adjacent 20,000 sf lawn, and four pillar-less ballrooms ranging from 20,500 to 83,000 sf. The new two-level meeting and convention space expansion sits on the southeast side of the resort’s private backyard and overlooks the Wynn Golf Club’s 18-hole championship golf course.

“Wynn Las Vegas provides a level of service to our group, our attendees, and our exhibitors that reflects back upon American Med Spa in a positive manner,” says Mary Richter, events director at the American Med Spa.

“The options for dining, entertainment, gaming and spa at Wynn Las Vegas align with our audience’s travel expectations, and heighten their experience while at our program. In addition, Wynn Las Vegas is a great planning partner — and I use the word ‘partner’ in earnest, to ensure we are achieving our organization’s goals for our annual meeting.”

The event spaces at Wynn and Encore Las Vegas boast floor-to-ceiling windows, terraces with garden or pool views and grand promenades. The resort features state-of-the-art technology, and Wynn’s event production services team, which can fully oversee event production.

Another favorite gaming resort is Fontainebleau Las Vegas. The resort features the meeting space in its own campus-like space, including separate elevators and entrances, maintaining a separation between business and pleasure activities for attendees.

Fontainebleau Las Vegas includes 550,000 sf of customizable indoor and outdoor meeting and convention space, with countless configurations throughout the five levels of the resort. A pillarless ballroom spanning more than 105,000 sf — one of the largest in Las Vegas — is an ideal venue for larger gatherings. And the three-level, 90,000-sf theater in a unique option for presentations also includes generous pre-function space.

“The Las Vegas Chamber is thrilled to join forces with Fontainebleau Las Vegas as our host for this year’s Preview Las Vegas, the region’s premier business forecasting event,” says Mary Beth Sewald, Las Vegas Chamber of Commerce president and CEO. “With more than 1,500 attendees, Fontainebleau Las Vegas is the perfect venue with its all-new state-of-the-art meeting and convention space, providing our event with a diverse and flexible space for all of our attendees to experience.”

When it comes time for fun and games, the resort’s 150,000 sf of gaming space, a 55,000 sf spa, 14,000 sf fitness center, offer a wealth of activities for attendees to enjoy.

In 2024, Fontainebleau Las Vegas will introduce 36 first-to-market restaurant concepts, including concepts from award-winning chefs and restaurateurs, such as Chef Gabriela Cámara, Michelin-starred chefs Masa Ito and Kevin Kim, Alan Yau, Evan Funke, David Grutman, and more.

Sheldon Kaye, vice president of events for ConvExx, recently held their Paintless Dent Repair (PDR) event at the Plaza Hotel & Casino in Las Vegas. The event included the load-in of vehicles into the ballroom, competitions in the convention space, vendor booths and hotel room buyouts.

“Choosing the Plaza to launch PDR Expo was one of the main reasons the event was successful. Our attendees were captivated by the downtown, old-school Vegas vibe, which added an unforgettable flair to the event. Meanwhile, our exhibitors appreciated the smooth and easy move-in process,” Kaye says. “This synergy created a perfect environment for both showcasing skills and networking. The Plaza proved to be the ideal venue, blending classic charm with modern convenience.”

The Plaza hosts numerous events — large and small — at the various venues, including: 30,000 sf of refurbished ballroom and meeting space; a vintage Vegas showroom; a rooftop pool deck that overlooks the Vegas valley and downtown; the CORE Arena, which is downtown’s only outdoor equestrian and multipurpose facility; and dining and entertainment venues.

Caesars Entertainment is synonymous with Las Vegas, with several amazing gaming resort options. CAESARS FORUM is one of the most amazing venues to consider, with 550,000 sf of space, including the 100,000 sf outdoor FORUM PLACE. The venues two pillarless ballrooms can each accommodate up to 10,000 attendees.

Directly connected to CAESARS FORUM is Harrah’s Las Vegas, with freshly redesigned and remodeled accommodations for attendees, and over 25,000 sf of meeting space.

One of the ideal locales to host a meeting is at Caesars Palace, which is one of the best-known gaming resorts in the U.S. Here, attendees and planners alike revel in the five-star experience at every turn. Caesars Palace features a two-story conference center and two pillarless 51,000 sf ballrooms.

For smaller gatherings, yet for those wanting to experience all the Strip has to offer, Linq Hotel & Casino offers over 31,000 sf of meeting space, including an expansive third and fourth floor conference areas, and several special venues for more intimate affairs.

And while heading to Paris, France may not be part of the agenda, Paris Las Vegas is the next best thing. This amazing gaming resort offers 140,000 sf of adaptive meeting spaces and a vast range of room configurations to meet the exact needs of a group.

Additional Caesars Entertainment properties that have enticed meeting planners for years include the Flamingo Las Vegas, with over 73,000 sf of meeting and event space, as well as Harrah’s Las Vegas, which offers 25,000 sf of meeting venue options.

At the heart of the MGM’s presence in Las Vegas is the MGM Grand, an 850,000-sf conference center, which offers a wealth of flexible meeting space. In addition, MGM offers robust convention spaces at Mandalay Bay.

The Mandalay Bay Convention Center boasts over 2.1 million sf of meeting and exhibit space, making this center one of the largest in the world. For unique, elevated meeting experiences, MGM offers several additional gems, including The Mirage, the Bellagio and Park MGM — all of which offer exceptional entertainment facilities that go beyond the casino experience.

The Park MGM has three unique gathering spaces including the Conference Center, the Madison Meeting Center and the Ideation Studio — all of which are easily accessible from guest rooms. The opulence of the meeting spaces at the Bellagio will leave attendees in awe, as will the gaming resort’s many attractions, including the Bellagio Gallery of Fine Art, the Bellagio Conservatory & Gardens, and the many entertainment options gracing the resort.

In addition to gaming, Resorts World Las Vegas has 250,000 sf of flexible event space. Courtesy Photo

Innovative and contemporary are ideal ways to describe the meeting environs at the Resorts World Las Vegas, which features a total of 250,000 sf of flexible event space, a 5,000 sf theatre and six ballrooms.

Floor-to-ceiling windows offer attendees awe-inspiring views of the Las Vegas strip and an expansive outdoor terrace is the ideal spot for many corporate gatherings. When it’s time to relax and unwind, Resorts World Las Vegas touts an amazing gaming floor, nightclubs, wellness spa and seven outdoor pools.

East Coast Delights

Boston, MA is home to Encore Boston Harbor, a casino resort that sits on 33 acres right on the historic Boston Harbor, only five miles from Logan International Airport and connected to Boston via a fleet of Encore Boston Harbor water shuttles.

With 50,000 sf of state-of-the-art meeting and event space, including a 37,000-sf divisible grand ballroom, 10 customizable meeting spaces, 15 restaurants and lounges, and 650 sf hotel rooms —the largest guest rooms in the city — Encore Boston Harbor is considered the “go to” destination for many corporate meeting planners looking for a unique gaming resort experience for attendees.

“Encore has been one of the most stellar venues I have worked with in the past decade,” says Esther Fleischhacker, CMP, event planning, management and production at EFfortless-Events Inc.

“The sales team is flexible, knowledgeable and client centric in their approach, and their planning and event team provides exceptional service and adapts brilliantly when client or event needs change. The space is gorgeous, very flexible with good outdoor space, and banquets always exceed my expectations.”

Encore Boston Harbor’s appointed spaces overlook the harbor, and a 21,000 sf waterfront event lawn offers a unique space for gatherings of all sizes.

New in 2024, they will be tenting the lawn, allowing guests to enjoy the outdoor space during the spring, summer and fall months, rain or shine. The space can be staged for plated dinners, buffet service or standing room with high tops and heating and cooling options available.

Turning Stone Resort & Casino in Verona, NY, is one of New York’s most advanced resorts. Groups can experience 2,000 slot machines, 66 Vegas-style table games, one of the top three Bingo Halls in the world, and the largest poker room in New York State. Turning Stone Resort & Casino has made significant investments to elevate the guest experience across the resort, including renovations in nearly all of their most sought-after meeting spaces.

Located in Central New York, the resort is surrounded by breathtaking landscapes and manicured grounds. Along with the diverse facilities, meeting technology and customized service that modern events demand, meeting planners will find luxurious accommodations, dining and amenities that encourage relaxation and rejuvenation, including world-class spas, golf courses and more.

Wendi Haught, senior event manager at Certified Angus Beef, recently planned a corporate event at the Turning Stone Resort & Casino.

“What a powerhouse team of event professionals at Turning Stone,” Haught says. “The culinary and event services team have gone above and beyond to show us they value our business, and their creativity and attention to detail will make sure our events there continue to shine.”

Turning Stone is home to 125,000 sf of conference space, including 22,000 sf of modular meeting space with dozens of configurations. The remodeled Conference Center includes updated modern décor, as well as state-of-the-art audio and technology for remote participants, virtual sessions and hybrid events. Turning Stone announced the Turning Stone Evolution, the largest expansion of the resort in the last two decades. The renovation will double the resort’s existing event space and, when completed, will make Turning Stone the largest convention center in Upstate New York.

Atlantic City, NJ, has long been synonymous with gaming resorts. As such, meeting planners have come to turn to Borgata Hotel Casino & Spa for meetings and events of all sizes.

The resort includes 24 venues that accommodate up to 3,500 attendees including theatre-style gatherings, boardrooms, and venues that are ideal for large formal dinners and shows.

Also in Atlantic City, the Resorts Casino Hotel offers endless entertainment for attendees after business events have unwound in the myriad of gathering spaces, including the newly expanded Resorts Conference Center. With over 64,000 sf of meeting space and over 80,000 sf of gaming space, attendees will be able to enjoy the best of both worlds. The best thing about the Resorts Casino Hotel is that is located along the Atlantic City Boardwalk so attendees can take in the amazing view of the Atlantic Ocean.

Any event held at the Mohegan Sun in Uncasville, CT, is undoubtedly memorable, thanks to the unique environment that the resort offers. The 10,000-seat Mohegan Sun Arena is the ideal spot for large-scale presentations, while the 17,500 sf outdoor sun terrace with fire pits provides an amazing outdoor meeting experience.

Mt. Pocono, PA, is home to Mount Airy Casino Resort, an award-winning resort that is truly a retreat. With over 20,000 sf of flexible meeting space, Mount Airy Casino Resort is sure to please.

From golf to gaming, from entertainment headliners to quiet spa treatments, attendees will have ample options for rest and relaxation as well.

With 69 tables, Talking Stick Resort has the biggest poker room in the state. Photo by Mark Boisclair

Southern Gems

Overlooking Camelback Mountain and the Sonoran Desert in Scottsdale, AZ, Talking Stick Resort is the leading hospitality destination, courtesy of its stunning design and vast array of entertainment options. The beautiful resort and casino features over 100,000 sf of meeting spaces, including both indoor and outdoor options.

Following a long day of meetings, the property offers a variety of dining and entertainment options, including world-class restaurants and entertainment lounges, an expansive casino floor and the renowned spa located on the 14th floor.

Another southwestern gaming resort gem is the Inn of the Mountain Gods in Mescalero, NM. Here attendees can enjoy 45,000 sf of event space, as well as golf, comedy clubs, concerts, fishing, ziplining, and, of course, gaming options aplenty.

Pechanga Resort Casino in Temecula, CA, owned by the Pechanga Band of Indians, is one of the largest casino resorts in the U.S., with 200,000 sf of gaming space. In addition, the resort’s pool complex is the size of five football fields. While meeting planners enjoy the vast options within the resort’s 275,000 sf of event space, attendees can turn their attention to exploring the gaming, dining, and entertainment options that surprise and delight at every turn.

Hollywood, Florida has also made a name for itself among meeting planners looking for a gaming resort for their events.

Specifically, Seminole Hard Rock Hotel & Casino, features the iconic Guitar Hotel, which has become a recognizable landmark. While attending a meeting or incentive event, attendees can also revel in the many amenities that resort has to offer including team-building experiences in the resort’s large water lagoon.

Hard Rock Live’s 7,000-capacity provides the perfect place for attendees to experience the musical offerings that have earned the Seminole Hard Rock Hotel & Casino its reputation for exceptional entertainment.

From concerts to creative performances and spectacular casinos, the gaming resorts offer the perfect venue and a win-win deal for both planners and attendees.  C&IT

Klik SmartBadges by Bizzabo allow for enhanced networking, better follow-up and scheduling, and more. Courtesy of Bizzabo

From interactive event apps to projection mapping, innovative technologies and tools help build the foundation for meeting planners to create immersive events. As advances in tech tools continue to accelerate, the possibilities for engaging attendees are expanding as well, whether the technology is integrated into a scannable event badge or publicly accessible AI programs.

“There are so many exciting things happening with emerging technology in the meetings and events space, particularly since generative AI exploded onto the scene in the past year,” says Paulina Giusti, Cvent senior meetings and events manager.

Since 2020, the way people interact and engage with the world has changed significantly, prompting meetings and event planners to adapt the layout, structure and content of sessions to be more engaging.

“While the top reasons people attend events — for networking and learning — haven’t changed, attendees’ expectations for how these are accomplished have. Attendees want to be exposed to content that is inspirational or eye-opening. They’re looking for something that goes beyond the basics and addresses topics that are important to us in both our personal and professional lives — think sustainability, diversity, accessibility — just to name a few.”

Giusti cites an example from Cvent CONNECT 2022, where one of Cvent’s keynote speakers was deaf. They utilized live captioning and other tools to help bring his story to life, which she says resonated with the audience.

The Growth of AI

Many planners are looking to AI to craft immersive experiences and content. In the 2024 Global Meetings and Events Forecast report from American Express Global Business Travel, which surveyed over 500 meeting and event professionals and industry leaders from around the world, 42% of respondents say they plan to use AI in some capacity this year, with many meeting professionals utilizing AI for things like destination research, event communication and automating event registration.

Giusti notes AI can also be used to build entire websites, create customized agendas for attendees, and craft compelling push notifications and email reminders. “The technology may still be relatively new, but event planners are already finding amazing ways to leverage it and streamline the event planning process, all while making events more meaningful for attendees.”

AI is starting to be used across the industry, including by PCMA with its Project SPARK, which offers an AI tool for meeting planners to help with a variety of tasks and data management.

Meeting and incentive management company MCI USA is also looking to AI to drive engagement. “We have the capabilities through AI to create amazing, robust presentations with information that would usually take weeks to gather,” says Valerie Mortimer, vice president, Strategic Events, Meetings & Incentives, for MCI USA.

MCI Global recently launched an AI Assistant, Jade, to provide automation tools for registration, housing and leads.  Jade matches up exhibiting companies with all the attendees, and scores from one to 10 how valuable any one attendee would be to any one exhibitor.

AI is being integrated in other ways. Giusti says a recent prominent industry conference used AI session scanners, eliminating the need for any manual session scanning.

“These types of tools are not only making the attendee experience better but they’re also giving planners more opportunities to receive real-time data to better understand session and attendee engagement,” she says.

Bizzabo has Klik SmartBadges. One of the benefits is Enhanced Networking Opportunities, according to Alon Alroy, co-founder and CMO of Bizzabo.

“The badges can be programmed with light cues to indicate mutual interests or session reminders, making it easier for attendees to connect with relevant contacts and engage in meaningful conversations.”

The badges also help with post-event connectivity. Attendees can access a digital record of their connections and interactions, allowing for effective follow-up. Aside from lead capture the Klik SmartBadges can provide detailed analytics on attendee behavior, session popularity and overall engagement levels.

“You can not only see which areas people are physically visiting the most, but also which areas and planned sessions facilitate the most amount of networking. This data is crucial for measuring event success and planning more effective future events.”

Mobile Apps

While mobile apps at conferences and events are not new, the capabilities of everything from networking to lead capture are expanding.

Melissa Blackshear, senior director, Event Management at Maritz, says “Mobile apps are not really a ‘nice to have’ anymore. People want to interact with community. We want ways to draw our virtual communities in with our in-person communities and the mobile app is a great way to do that. And onsite we want to give people an experience that they can’t get virtually. We want to create some of that FOMO, so we’re trying to create those Instagrammable moments, really cool experiences.”

Onsite using digital content boards at trade shows and other events boosts engagement. Maritz offers signage displaying a QR code that is placed in an exhibitor’s booth or a touchscreen monitor that is placed in a high traffic area at the event. Attendees scan their badge and they are automatically sent information electronically.

CompuSystems’ new M3 app also features the capability to scan QR codes at booths so exhibitors can exchange contact information with leads immediately. The app was introduced at the AAPEX Show last year, and exhibitors saw a 196% increase in leads captured due to streamlined digital content delivery. The app also includes a gamification element.

“As part of an incentive to have the attendees learn about and use the product, we challenged CompuSystems to help us gamify the M3 experience. The results in year one were a huge success, and we look forward to continuing and enhancing the program as we get more adoption in the future,” says Mark Bogdansky, vice president, Tradeshows and Community Engagement, Auto Care Association.

Attendease, recently acquired by Tripleseat, provides a streamlined integration for event planners looking to book events at specific venues. The acquisition combines two separate ecosystems, social and corporate event planners, and event managers, at restaurants and hotels.

“Attendease helps create an immersive event because it’s easily branded,” says Tripleseat Senior Corporate Event Manager Rachel Mazzola. “Everything from when an attendee first visits our website to the emails they receive from us to when they come onsite with us, and then when they leave, everything has the same look and feel, so it immerses them in that experience. It helps create a consistent brand story.”

Mazzola says Attendease also helps launch and promote events, and can send out individualized or personalized emails.

Eventsforce starts engaging attendees in the registration process, according to Andrius Remeikis, vice president of Growth at Eventsforce. Rather than using different apps or other tools for registration, Eventsforce offers an all-in-one solution, including personalized invitations, registration management, custom websites and advanced reporting.

“We’re helping event planners by giving them easy to use tools to digitize those initial touchpoints from the initial event registration and marketing. The heavier lifting is predominantly done through the app. It is well synced and connected, and it provides the seamless experience to the attendee that can add in great value.”

Remeikis says Eventsforce is working on the possibility of introducing AI into its app, with the ability to ask the app to review custom recommendations, like what sessions to attend and who to meet.

Bluetooth Technologies

Bluetooth technology is often running in some way behind the scenes to power an event. It’s very agile, and the sky is the limit when it comes to integrating this tech into events, according to Giusti.

“When event planners think of Bluetooth, session attendance, wireless badge printing, data collection and tracking to render real-time attendee insights might be some of the first uses that come to mind, but this technology can be used to create more captivating experiences for attendees.”

At trade shows, Bluetooth can send a personalized push notification as attendees approach an exhibitor’s booth and can support wayfinding — which can help attendees find an exhibitor’s booth or the right breakout room in a massive venue. Bluetooth can help drive gamification with tasks such as prompting attendees to take a quiz or survey at a certain location or it can create a contest for attendees to upload photos to win points. Other options include using Bluetooth for feedback surveys or even to promote sustainability efforts by reminding attendees to recycle.

Visual Tools

Video and audio technology advances can help create an immersive event, including projection mapping, which can transform any surface into captivating visuals. From immersive stage backdrops to interactive art installations, projection mapping adds to the attendee experience.

“The cool thing is it helps from a sustainability perspective, as well as money and time,” Mortimer says. MCI uses holographic displays, creating a futuristic and immersive visual experience. Meeting planners can use these displays for keynote presentations — everything from the company CEO to a celebrity speaker — product showcases, or entertainment performances to engage and entertain attendees. “That technology is getting really slick and a little more affordable,” Mortimer says.

An LED wall also allows for branding. “A digital wall can be scenic and it can be leveraged for presentation as well, because it can show both video and stills, and we can do that simultaneously,” says Chris Johnson, director of global travel, enterprise events, and sports partnerships for Land O’Lakes, Inc. “We can build a scenic to start the event.”

Johnson also leverages technology to communicate in advance with highlight videos. “We’re getting vendors in front of customers to talk about their products ahead of an event. We’ve had good success. We tend to get stakeholders or presenters for a video that we’ll push out to the audience in advance of the event and that can be simply a ‘hey, we’re excited that you’re coming. Here’s what to expect.’ It might be a sneak peek at some of the content and what they’re going to hear when they get there.”

Despite all the new technology available, successful meetings and events don’t always need all the bells and whistles. “The more of the new tech you bring in, the more risk there is that something somewhere down the line might fall apart or cause headaches,” he says. “Sometimes, understandably, event planners are not always ready to adopt all the new shiny things.” C&IT

Melissa Forziat is a keynote speaker who encourages event attendees to “Take the Doughnut” (her version of “Carpe Diem”). Before starting her business, Melissa worked in event management for major international sports events, including the Vancouver and Torino Olympic Winter Games, New Zealand Rugby World Cup and the U.S. Olympic Committee. For more information about her motivational or marketing keynotes, visit takethedoughnut.com or check out her at  youtube.com/@takethedoughnut.

When planning an event, you work hard to build a program to benefit your audience. Whether you are trying to educate, motivate, reward or entertain your attendees, your agenda is carefully planned to help achieve your end goal. So, how do you make sure event attendees are staying attentive?

As a keynote speaker with an improv background, I lean on various methods to engage an audience while I speak. This may include inviting volunteers to the stage for participation, posing verbal questions to the audience and responding to their gestures and answers, and giving them postcards (digital or printed) for note-taking to complete as I prompt them with the content. One of my favorite tools, though — and one of the most impactful for the audience — is using live polling.

Live polling may sound complicated, but executing it is relatively simple from an event management standpoint. I use a service that I connect to PowerPoint. As long as my laptop is connected to the internet, the attendees can respond to questions by texting their answers from their mobile phones.

Less tech-savvy audiences tend to have the capacity to text. I like to start with a simple multiple-choice question to ensure everyone is comfortable with how the process works and their own anonymity in their responses before doing word clouds or anything more involved.

Whether your event is onsite, virtual or hybrid, live polling is one type of engagement that works across all venues. As much as I enjoy being able to interact with volunteers on stage, not all events are conducive to this approach. Having a method to interact with an audience that will be reliable no matter your event model is vital for event success.

The versatility of live polling makes it a handy tool to add to your toolkit. At a talk for the women’s empowerment group of FIS Global — a group that had chapters from around the world joining in via watch parties — I presented live to one room of people. Still, I knew that I also had to engage the watch parties and the individuals from around the globe who were tuning in on their own. We opened with a word cloud question about where everyone was located at that very moment, and we were all rewarded with hundreds of responses populating the screen.

The group was instantly connected and excited to watch as new responses were added to the screen. We set the tone from the beginning that I would not talk at them. I was talking with them, and they were chatting with each other.

In an onsite presentation, I watched as a room full of people became riveted by dynamic poll data shifting on screen. As a speaker, I get to hand the content over to them in these moments but do so within a framework to ensure we are still staying on track. When the audience is responding to polls, they are building something together. Their voices are being heard.

Those who finish their responses quickly or who are unable to respond get to be active participants in watching as their fellow audience members continue to collaborate. I have noticed that audiences give complete attention during these portions of my talks, and I believe they do it as a sign of respect to their fellow audience members.

One of the elements I have to consider as a speaker is that different people want to be engaged in different ways. For example, extroverts and introverts typically do not enjoy the same type of engagement.

Live polling bridges this gap and serves as a way to draw in the introverts of the room who might not be comfortable with volunteering, verbal responses out loud or breakout sessions.

I use a live polling platform that keeps responses anonymous, and I have found that — because of that anonymity — people are often willing to share deep thoughts in a word cloud or vulnerable responses to a multiple-choice question that they would not necessarily be comfortable to do if their name or face were attached to it.

Putting live polling questions throughout a single keynote allows me to be nimble in adjusting to how people respond in real-time. I can ask questions based on the material to see what is resonating. I can challenge them with questions that disrupt their preconceptions. I can show them when there is consensus on an issue, which is especially useful if they think they are alone in their viewpoints.

I can also celebrate unique takes or unusual answers to let them know that there is value in our differences. As a speaker, I can work with whatever answers they give me. When an audience sees this happening, they feel more encouraged to contribute. The result? We all become more active with the content.

If planning an event, consider a consistent way to connect with the crowd between speakers or programming. An event host or emcee can do this, but live polling is a component that you can add to keep your event feeling alive in those in-between moments.

One of my favorite aspects of live polling is an element that should be considered: The data you can gather from your event attendees. When I use live polling at an event, I often send the organizers screenshots of the final poll results or spreadsheet reports of the questions I posed.

The data is anonymous, so privacy is maintained, but this can be an exciting way to show an organizer what their audience is thinking. For fun questions, screenshots could be shared in post-event marketing emails. Knowing that you are planning to gather this data may also inspire you to add questions regarding things you want to measure and discuss in your event debrief. What worked? What didn’t? When was the audience engaged? When were they disengaged? Even seeing changes in the volume of responses over the course of an event may help you make decisions about next year’s program.

When you plan an event, you do not want that hard work to be lost to your audience losing focus. Finding easy-to-execute solutions to give them new ways to be involved can make all the difference. The more your attendees feel like they are part of the action, the more they will get from the program you created. C&IT

One of the big draws for meeting planners coming to Orlando is easy access to theme parks like Magic Kingdom Park at Walt Disney World. Photo by Matt Stroshane

“Orlando it has it all,” says Christopher Rohan, managing partner at BenchMark Incentives. “There’s easy nonstop air service, entertainment, hospitality, and meeting and hotel space to fit varying budget and logistical needs.”

Rohan is not alone. The destination is so much more than its most famous resident, the cartoon mouse that spawned a theme park empire. And that’s why, for six years running, Orlando has topped Cvent’s list of the top meeting destinations in the U.S. In 2024, meeting planners will find new or expanded accommodations, venues and experiences, a destination brimming with new possibilities for creative meetings and events that drive attendance.

“Year after year, Orlando sets itself apart as a meetings destination with new luxury accommodations, and unforgettable venues and attractions to help inspire ingenuity,” says Casandra Matej, president and CEO of Visit Orlando. “Whether planners are seeking new venues, immersive entertainment or fine dining options to fill out their agendas, a whole new Orlando is ready to welcome groups in 2024 and beyond.”

On the surface, amusement parks might not seem like the most natural backdrop for serious meeting business. But here’s Orlando’s secret: Whether for a day or an hour, what conference attendee doesn’t want to sneak off and see in person Harry Potter’s Wizarding World or careen along the tracks of Disney’s latest coaster, Guardians of the Galaxy: Cosmic Rewind?

The theme parks aren’t all fantasy and coasters: Head to SeaWorld’s Discovery Cove and you’ll swim with bottlenose dolphins by day and finish off the evening with a beach luau, and at Walt Disney World, four 18-hole championship golf courses welcome golfers.

“Orlando is almost always on our short list of meeting destinations,” says Rohan, who cites CVB support, location, airlift, ease of access and entertainment among the assets. “Cost and quality of lodging for our price point is key. Other Florida locations don’t have the quantity of options in Orlando.”

For a pair of back-to-back conferences in January, the 1,334-room Rosen Centre Hotel had the needed function space for Rohan’s group, a conference for two different home spa brands operating under the Watkins Wellness umbrella. The manufacturer drew 300 retailers, marketers and sales leaders to Thrive, the first event, and then 750 to the second, the Hot Spring Experience. The planner says the overarching reason Watkins Wellness chose the Rosen Centre is for its smaller, independent feel.

“People are proud to work at Rosen Centre,” explains Rohan. “While we were there, a houseman came into our office to change our water and we were idly chatting. I said he looked familiar and I asked how long he’d been here — it was something like 30 years. You don’t keep people around that long if you aren’t good to them, and I think the Rosen properties do that in large part.”

The Rosen Centre Hotel features over 150,000 sf of meeting space — enough to accommodate banquets up to 2,760 attendees. There are three ballrooms, with the Grand Ballroom totaling 35,000 sf and capable of offering theater-style seating up to 4,000. The Rosen Centre also has a direct connection to the Orange County Convention Center just a few hundred feet away, making it a natural mid-priced option for citywide events. The hotel features a full-service spa, nine dining venues, and no resort fee is added to the checkout bill.

The client had dozens of unusual requirements the hotel needed to meet. “We’re unique in that we had to have water — and lots of it — in the ballroom space,” explains Rohan. “Access to faucets and drainage was accommodated. We also had several difficult shipping situations where products inadvertently arrived at the hotel way before they were supposed to. The hotel went out of their way to accommodate storage for trucks and product when it was no fault of theirs. In general, for every request we threw at them from left field, they listened and worked on a solution for us.”

The size of the property was also a factor. “Your attendees aren’t packing up for a 20-minute trek across the property to make it to the next session. Everything is right there,” suggests Rohan. “Come down from the guest rooms, head left and the function space is right there, with tons of breakout space stacked immediately above it.”

The planner notes that Watkins Wellness has conducted this particular event in various locations in the U.S. since 2005. “We’ve been hopping around the country trying to find a more permanent home. In 2019, we found it at the Rosen Centre.”

The Rosen Centre Hotel is located on International Drive, meaning dozens of dining and entertaining options are located within a few minutes by car. “I-drive has really grown over the years and has become increasingly friendly to use,” says Rohan. “The trolley, for instance, is easy, and the fact that the restaurants and entertainment are so close by make it an easy decision to not need to stray too far.”

Orlando-based Rosen Hotels & Resorts is celebrating its 50th anniversary this year. Harris Rosen’s independently owned chain of five hotels started with the purchase of a 256-room Quality Inn in 1974, at the corner of International Drive and Sand Lake Road. Now known as Rosen Inn International, the leisure hotel was located just one mile from what would become, in 1990, the entrance to Universal Studios Florida. From that inauspicious beginning, Harris Rosen expanded, culminating in the opening of Rosen Shingle Creek in 2006.

As a full-service convention hotel, the 1,501-room Rosen Shingle Creek contains 524,000 sf of flexible meeting and event space, including the 95,000-sf, column-free Gatlin Ballroom. The property features four swimming pools, a full-service spa, and an 18-hole, par-72 championship Shingle Creek Golf Club by the Arnold Palmer Design Company.

Dining is a particular point of pride at Rosen Shingle Creek, with a dedicated garden, Emma’s Creekside Farm, providing much of the seasonal produce used in the resort’s restaurants. The produce, usually served the same day it is harvested, can be incorporated into catered events. By anticipating the farm’s bounty months in advance, planners can develop their menu with the chefs to personalize events for seasonal availability. As a locally-based owner, Rosen empowers his staff to make decisions leading to world-class dining at the resort’s two AAA Four-Diamond venues, A Land Remembered and Cala Bella.

Opening in 2025, immediately north of Rosen Shingle Creek, is the dramatic expansion of the Universal Orlando Resort with its fourth theme park. Universal Epic Universe will feature more than 50 attractions, entertainment, and dining and shopping experiences — designed to transform the Universal resort into a weeklong vacation destination. Epic Universe will feature four themed lands, including Super Nintendo World; How to Train Your Dragon – Isle of Berk; Dark Universe; and The Wizarding World of Harry Potter – Ministry of Magic, where guests will discover a different era of the wizarding world blending 1920s wizarding Paris from the Fantastic Beasts films with the Harry Potter series.

Mark Woodbury, CEO of Universal Destinations & Experiences, says the expansion represents the most technologically advanced park Universal has ever done. “And that speaks to both the attractions themselves, the next generation of robotics drone technology, all the way through to the guest experience,” suggests Woodbury. “The full guest journey is really being taken to a whole new level.”

Universal has announced the addition of three new hotel properties to its Orlando portfolio, including two that will be co-owned and operated by Loews Hotels & Co: Universal Stella Nova Resort and Universal Terra Luna Resort. Each will feature 750 guest rooms in Universal’s Prime Value category. The two Loews hotels are scheduled to open in early 2025.

Major Orlando projects that are finished or nearing completion for 2024 are extensive:

In December, a property-wide transformation was revealed at the Waldorf Astoria Orlando, including a head-to-toe renovation of all guest rooms, the lobby, new design and culinary innovations at its restaurants, refreshment of the Waldorf Astoria Spa and a complete restoration of the hotel’s 18-hole Waldorf Astoria Golf Club. The renewal marks the biggest enhancement to the property since its opening in 2009.

The renovations complete a project that launched in 2022, with the comprehensive enhancement of the Waldorf Astoria meeting and event spaces. This includes the brand-new Central Park Ballroom, which offers an 8,000-plus sf ballroom and nearly 2,600 sf of pre-function space. The design of the new ballroom pays homage to both the Florida destination through ornate carpeting and drawing a connection to Waldorf Astoria New York’s Art Deco roots. This addition brings Waldorf Astoria Orlando’s meetings and events offerings to nearly 60,000 sf of multi-functional meeting space, inclusive of two ballrooms.

Immediately next door, the Signia by Hilton Orlando Bonnet Creek is elevating the meetings experience with the new Waterside expansion. Now nearing completion, this two-story addition of over 90,000 sf of meeting space is located directly adjacent to the existing meeting space, overlooking the Bonnet Creek waterways. The Waterside expansion includes one ballroom, a screened lanai offering views of the Walt Disney World Resort fireworks, an outdoor patio, event lawn and seven additional meeting rooms. To complement the hotel’s meetings facilities, attendees can enjoy such amenities as a three-acre lazy river, zero-entry pool, private cabanas and six dining options, along with access to the adjacent Waldorf Astoria Spa.

Opened earlier this year, the Conrad Orlando sits inside the Evermore Orlando Resort, a sprawling 1,100-acre property immediately north of Walt Disney World. The 433-room Conrad Orlando draws inspiration from Florida’s natural springs and an adjacent 500-acre nature preserve, allowing the design to synchronize with the area’s natural landscape to create an indoor-outdoor environment. Luxurious guest rooms feature such sophisticated comforts as oak flooring, plush beds outfitted with Frette linens, bathrooms with marbled double vanities and Byredo bath products, and Nespresso machines.

Conrad Orlando is home to 65,000 sf of indoor and outdoor technology-focused meeting and event spaces. Offering a wide variety of possible configurations, the hotel’s group space consists of two dedicated ballrooms, seven divisible meeting rooms with natural light, two expansive terraces, the Lotus Boardroom and the multipurpose, turfed 9,000 sf Lyonia Lawn. Five distinct dining venues, a serene spa, and Evermore Bay, an 8-acre crystalline lagoon and expansive pool complex round out the Conrad Orlando facilities.

Opened in January, Aloft Orlando Lake Nona has 205 loft-style guest rooms, 15 suites, wellness facilities, a sports-themed restaurant and a 10,000 sf event center. The vibrant hotel welcomes visitors with eclectic décor and design nods to its music and technology roots that give each guest room its own character.

Located immediately southeast of the Orlando International Airport, Lake Nona is a planned neo-urban community and “Living Lab” with businesses such as SIMCOM, Johnson & Johnson, KPMG and Verizon. Last November, and after 11 years of calling Silicon Valley home, the annual three-day Techonomy conference moved across country to this new tech hotspot.

The multi-day retreat, dedicated to exploring the intersection of technology, business and social progress, was based at the 234-room Lake Nona Wave Hotel. Self-titled the “world’s most technologically advanced hotel” following its 2021 opening, the hotel features 12,000 sf of meeting space in a variety of settings, offering the latest in ultramodern technology.

Throughout Orlando, expansions and property upgrades have continued apace. The JW Marriott Orlando, Grande Lakes completed several multimillion-dollar renovations in 2023, including a new and expansive waterpark, refreshed guest rooms and suites, the introduction of inspired executive family suites, and a redesigned and upgraded lobby lounge. The JW Marriott offers more than 144,000 sf of functional space for planners to incorporate into their events.

The Caribe Royale Orlando debuted Stadium Club in January, a 500-seat, immersive experiential sports and dining destination. The all-ages venue blends the exhilaration of sports with the allure of high-energy entertainment, alongside an elevated, chef-driven menu of upscale takes on classic dishes and cocktails. Offering the most sports simulators in the Southeast, there are 13 distinct play types to choose from, accommodating up to six players for lifelike simulations of football, soccer, golf and even zombie dodgeball. The high-energy, two-floor venue spans over 9,000 sf.

The Grand Bohemian Hotel Orlando, in downtown Orlando, completed a comprehensive renovation with new additions. This includes the upscale Altira Rooftop Pool Lounge, where attendees can savor seasonally influenced dishes and specialty cocktails; the reimagined spaces like the property’s signature restaurant, The Boheme as well as the Bösendorfer Lounge and guest rooms. The hotel includes over 10,000 sf of meeting space.

Orlando has become Florida’s Tomorrowland, and planners’ favorite global resort destination. It continues to change and expand — marveling and drawing attendees looking to explore new worlds and ways of mixing business with pleasure. In Walt Disney’s words: “Tomorrow can be a wonderful age.” C&IT

Bringing in performers is one way to keep attendees coming back for more year after year. At the Atomic Saloon Show in The Venetian Resort Las Vegas, Spiegelworld includes performers like jugglers. Courtesy of Lindsay Sanna / Spielgelworld

A captive audience is a valuable opportunity. And how you maximize that opportunity can impact your next event. Keeping that in mind, professional planners book quality entertainment for events not only to draw attendees and stakeholders, but to maximize interaction and value to the overall event experience, while increasing their brand storytelling.

Whether it’s top-tier talent or a local interactive artist engaging attendees, the entertainment portion of a meeting or event helps create a positive atmosphere and can even reflect on the company itself, proving its commitment to fostering an enjoyable work environment. It is also one of the most likely aspects of the meeting to be shared on social media and talked about long after the meeting is over.

“Entertainment is the highlight of a meeting. It brings joy and a memorable experience,” says Jaki Baskow, owner and founder of Baskow Talent and a preferred vendor for Caesars Entertainment for more than 40 years. “Everyone loves to take away memories from a meeting and we try to provide things that are different.”

Baskow cites the example of booking light artist Alex Dowis, who was featured on America’s Got Talent, to customize a show recently for a client with a message through painting with light rays. “Our clients are still talking about it,” she says.

Don Ross, Vice President of Meeting Operations for Caesars Entertainment, concurs that planners can elevate a corporate event by bringing a touch of sophistication and excitement. “Entertainment elevates a conference by injecting vitality and fostering a more engaging atmosphere. It serves as a powerful tool to break the monotony of presentations and discussions, revitalizing participants’ energy, and focus,” Ross says.

Engaging entertainment also boosts networking and relationship-building among attendees, breaking down barriers and facilitating communication. “Additionally, entertainment adds a dynamic dimension to the event, leaving a lasting impression on participants and creating a buzz that extends beyond the conference,” he says. “Overall, it transforms a conference from a routine gathering into a vibrant and impactful experience.”

Caesars Entertainment utilizes its talent from the myriad shows and headliners who perform at its properties for conferences and events. “With access to a diverse range of entertainment options, Caesars Entertainment tailors its offerings, ensuring a unique experience,” Ross says.

Spiegelworld, one of the entertainment companies that produces shows at a variety of Caesars properties, including adult circus comedies “Absinthe” at Caesars Palace in Las Vegas and “The Hook” at Caesars Atlantic City, works with corporate groups in a variety of ways.

“Attendees want to experience the destination. They want a flavor for what you would get if you were coming into that market as a tourist,” says Lindsay Sanna, vice president, marketing and sales for Spiegelworld. “When we started focusing on groups and corporate events, it was important to make sure we were elevating and giving something really memorable throughout the conference, so you’re not leaving town feeling like you’ve missed the chance to experience Las Vegas or Atlantic City.”

Options run from groups using one of the performance spaces for a morning networking session to incorporating some of the acts while they are at those spaces for an opening night event.

“In that scenario, we work with the group on themes and how we can bring in food and beverage options for them and then highlight it with our performers,” Sanna says. “They might rent two or three acts that perform, and everybody gathers around to watch it. It might be atmospheric entertainment. Depending on the level of audaciousness the company is willing to go to, it could be a burlesque performer. But if they need to keep it PG, it might be a juggler that works the room and comes around and interacts with you and your business partners to provide that moment of wow. We really have a lot of scalability.”

One planner who works with Spiegelworld, Gabrielle Mourino, director of national accounts for the Imprint Events Group, utilized “Absinthe’s” entertainers and the show’s tent and courtyard as a space to integrate performances and a culinary interactive element into a recent event for 140 entrepreneurs and executives. Prior to the event, Chef Cory Harwell of Carson Kitchen came to the hotel for a discussion with the group and gave them some history on the culinary scene in Las Vegas and also highlighted the chefs that they would be meeting at this event.

“Guests got really excited before they even got on the bus to get to this event,” Mourino says. “The event began in the courtyard area, and we had each chef with a station so it was an experience where guests could go up and interact. The chefs were each serving an hors d’oeuvres and they could tell the story of it with the guests and talk to them.”

Harwell also acted as a second emcee of the night and during the event introduced each chef. With each course, Harwell posed a question that tied back to the chef’s story. “We were helping attendees create dinner conversation,” Mourino says. “I think it gave them a way to easily connect with each other. They assigned tables so attendees would sit with some new people and learn from each other. We also put a box on each table and encouraged people to put their phones into the box so that they could be in the moment.”

Several performances by the Absinthe entertainers were interspersed throughout the event — a contortionist, an arial act and tap dancers. “They loved all the entertainment. It wasn’t intrusive, and I think that was also a big hot button for the client and the attendees. They wanted to connect with each other. They wanted to talk. It was really important that we selected entertainment that wouldn’t encroach on that too much. The way we spaced it out in between the courses still allowed them to sit and watch and be wowed but still have enough time to interact and converse.”

Events can be interactive, like bringing in a celebrity chef and having groups compete for the best decorated cake, like at this Exchange event for which Imprint Events Group produced the team building. Photo by Garrett Lobaugh

Using entertainment that provides a common ground for attendees to connect and interact with each other is great, but it can also serve as an icebreaker and facilitate networking at corporate events.

“Now more than ever, people want to network; people want to interact with each other. It’s important to not have a stop, listen and watch type of performance,” says Lauren Rios, vice president of sales and marketing for event production company Platinum XP. The company partners with a group called Quixotic, which has become a popular option for corporate groups. “It’s that Cirque du Soleil style,” she says. “A really cool, kind of niche type of performance where people can enjoy it while also enjoying each other.”

She also sees interactive entertainment as a key to a successful meeting. “Activations are such a huge part of our industry now and people want something that not only they can take away but something that they can say they participated in. While that’s not like splashy entertainment, it’s something unique to them and something that they can take with them to remember the experience.”

Whitney Butler, vice president of planning and business development for Platinum XP, says that attendees are expecting experiential moments to be immersed into the programming. “It’s not even a second option anymore. It’s just something they’re expecting when they arrive, to have this incredible experience. People connecting is more important than it ever has been in the past. So, having those moments of entertainment, whether it’s the first-night opening reception, throughout the awards banquet, or immersed throughout their experience,” Butler says. “Roaming performances are popular, as are entertainment options with photo ops. Different hands-on experiences and on-site gift takeaways such as custom engraving are also trending. Giving people more of those personal touches that make the event feel more personalized to them.”

There is still room for booking larger name acts for concerts and other entertainment. Steve Einzig, owner and president of BookingEntertainment.com, which has been in the online business of booking entertainment for more than 28 years, specializes in concert bookings.

“If you’re going to have Maroon Five at your party, Maroon Five is obviously a big band and there’s a lot of added value that comes with booking a band like that. It’s the prestige of having a band like that at your event. It’s also the experience of being able to see a band like Maroon Five in an intimate setting versus an arena.”

The band will do meet and greet many times, either before or after the show. “It’s a good way to get 20 or 25 of your key VIPs to have an experience of meeting the band and take pictures with the artists. A lot of people will post pictures on social media. It’s a way of saying ‘Hey, look, we can afford to do this,’ which in a lot of ways is a good thing. It’s saying this is what happens if you’re associated with our company, you get to have an experience like this that other people can’t have.”

Entertainment during incentive trips is important to inspire attendees. The entertainment really does play a big part in why people are incentivized to want to work hard and be a part of that event. It’s not just a procedure of going to the trip because you did such a great job. But, if it’s really fun, it’s great for the morale of the company. The musical entertainment can add a real wow factor.

“I’ d say that 70% of our shows are surprises,” says Einzig, who sees a benefit in announcing a major act before the event. “If it’s announced six months before or nine months before, that gives the people even more incentive to want to work hard to qualify, so that’s another added value, to incentivize the team to want to work hard.”

According to Einzig, production is important. “We’ll spend a lot of money on LED walls or lasers or confetti cannons just to give it that added production. You want to give them a wow factor not just in who the act is but in the production itself.”

The choice of entertainment can reflect the brand image and values of the company hosting the event, which planners consider before booking entertainment and speakers.

Einzig also works to find speakers for corporate groups, and notes, that can become more involved in who the company is and the reputation of the company.

“You have to be careful when you have a speaker,” he says. “You want to make sure that the messaging is right for the people there. That is tricky if there is a comedian who can go off the rails really quick. When it comes to speakers, you want to make sure it’s a good fit for the demographic. You want people to be engaged the entire time and you want the client to get real value out of it. You want people to walk away and say, ‘Wow, that was amazing.’ It’s an art form to finding the right fit.”

The key to working with planners, according to Baskow, is to first find out information about the theme of their meeting or product they are pitching. “We work with their budget,” she says. “We ask questions: What did you do the last two years? What seemed successful?”

When booking entertainment and speakers, consider where the audience is from and the age range. “Do we want audience participation like handing out custom drumsticks and having the Golden Knights drummers or the Las Vegas Raiders house band open their meeting?”

As in any part of the event’s process, budget can be a challenge. According to Rios, when Platinum XP works with smaller groups, it becomes a bit trickier and harder to work within budget constraints. “I do think that we always try to incorporate some sort of live entertainment, whether that’s a background soloist that’s playing something fun, or activations like an engraver — somebody who can custom engrave gifts for the attendees is always a big hit.”

Whatever the art form, quality entertainment is key to deepening attendees’ connection to a brand. The more reason to add them as an interactive and engaging component to the event experience. C&IT

DepositPhotos.com

“In the meetings industry, sustainability has evolved from being a ‘nice-to-have feature’ to a ‘must have,’” says Andi Stelpflug, director, global events and experiences, at Rockwell Automation in Milwaukee, WI. “It’s now expected that venues have fundamental sustainability basics such as water coolers and recyclable service ware, to name a few.”

Meeting venues today have a range of sustainable features, from the basics Stelpflug mentions to buildings constructed from the ground up as shining examples of working environmental integrity, such as the new LEED Platinum Summit building at the Seattle Convention Center. Corporations are also leaning into greater sustainability, coming into planning with a range of requirements for their meetings and conventions. Planners are tasked with making destination and venue choices based in part on the availability of eco-friendly options.

“Sustainability is absolutely a major focus,” Stelpflug says. “At Rockwell Automation, it’s not only a focus for meetings and events, but also central to our purpose to make the world more productive and more sustainable, and to our promise of Expanding Human Possibility.”

Stelpflug believes the shift emphasizes a growing awareness and demand within the industry to prioritize positive environmental practices. “It’s likely driven by an increasing emphasis on corporate social responsibility and a broader societal recognition of environmental issues,” she says. “It’s really exciting to see this significant transformation in the meetings industry, with sustainability now being a core consideration and venues expected to incorporate eco-friendly practices as a standard offering.”

Rockwell Automation itself is committed to sustainability, in every aspect of its meetings. For example, Stelpflug says, booth and event assets must be used for at least three years, and once an asset is retired, the booth is recycled. If an asset has a lifespan of less than three years, a rental is considered instead. Water filling stations are always located throughout the event and no bottled beverages are offered.

Additionally, 100% of display lighting must be LED and paper has been eliminated at the largest events in favor of mobile apps. “We’re still working on paperless at our smaller events, but we’re making great progress,” Stelpflug says. “We also recycle name badges, signage and banners and power down or sleep electronics overnight. Rockwell’s largest event utilizes over 5,000 CPUs in training sessions and the exhibit hall. Powering down the majority of those items overnight significantly reduces electrical consumption during our event. If you can’t turn off your electronics, simply setting them to sleep can make a big impact.”

Stelpflug notes that the company’s largest event also requires 50+ semi-trailers of assets and displays. By coordinating shipments, however, even as the event has grown in size and scope, she says they’ve reduced the number of trailers and thus emissions.

Food and food packaging are critical meeting components when it comes to reducing waste and being “greener.” Rockwell Automation chooses to work with F&B partners committed to sourcing local food and drink, and composting food waste and packaging. At smaller events, they use silverware and china plates vs. single-use products. And they donate leftover meals locally. “Following our largest event in 2022, we donated over 5000 lunches,” Stelpflug says.

Merchandise is another challenge. They recently revamped their merchandising program to include significantly more sustainable goods — from both a materials and a sourcing standpoint, meaning using local materials when possible.

Not surprising, venue selection is important. “Whenever possible, we select venues that prioritize sustainability,” Stelpflug says. “Most recently, we were at the Boston Convention and Exhibition Center, which is LEED-certified by the U.S. Green Building Council, has state-of-the-art lighting and HVAC systems, limits energy and water usage, and has a 47% average waste diversion rate. We aren’t yet at the point that we exclude venues based solely on sustainability practices; however, we certainly prioritize and are more likely to select a venue that aligns to our organizational sustainability goals.”

That was the case with Anaheim, where the group will host Automation Fair 2024. “Not only is Anaheim an amazing location for our growing event, the city and the venues share Rockwell’s passion and commitment to sustainability. We were on a recent site visit, and I was impressed with the Anaheim Convention Center’s numerous standard sustainability practices.”

Stelpflug knows sustainability isn’t always the lowest-cost option, especially for small meetings on small budgets. But she says it’s important to consider the long-term benefits and potential savings. “Emphasizing the importance of sustainability and involving everyone in the process can create a positive and conscious environment without breaking the bank.”

She encourages planners to let attendees know about sustainable efforts. “Think about it. Many sustainable activities are invisible to event attendees — reduced paper, recycled exhibit booths, powering down computers, donated meals and so on. Attendees want to know about and feel good about attending sustainable events. Don’t be afraid to brag a little bit about the sustainability efforts your team is implementing.”

As for where to start, she says, “Start small. There are many little things planners can do that make a big difference.”

Lacey Gautier, CEM, is vice president of events for Informa Markets, a b2b provider of major exhibitions among other things. “Sustainability remains a major focus and is growing increasingly important for attendees, particularly those who represent younger generations and the new wave of decisionmakers,” she says.

Informa Markets tackles sustainability on many fronts. “We’re working toward the elimination of single-use plastics through various partnerships and investments, including a focus on reusable drinkware for networking receptions and sampling of products,” Gautier says. “Our show bags and lanyards are made from 100% post-consumer recycled water bottles. We have three-bin, front-of-house recycle/compost/landfill systems and a back-of-house waste sorting system to maximize waste diverted from landfills.”

Additionally, the company prohibits foam board and Styrofoam items. “To ensure the most effective recycling and landfill prevention, we’ve designated areas for cardboard drop off and zero-waste solutions for items not typically accepted in single-stream recycling facilities,” she says. “We track energy consumption at the convention center and hotel to offset the carbon impact, and we offset all staff travel to and from the show. Finally, we work with the convention center to ensure HVAC systems and lighting levels are only used when necessary.”

Gautier says one major hurdle is that all of the different facilities for waste, composting and recycling across different cities have different rules, regulations and systems. According to her, they can be challenging to understand and to utilize most effectively. There’s also uncertainty around what types of promotional items and procurement practices exhibitors and other partners bring into the environment, which can create challenges. Finally, budgeting and investment justifications are, of course, hard, particularly with increasing prices.

Her group addresses sustainability from the start. One of the main elements of their RFP is centered around the venue and destination city’s sustainability program(s). They begin these discussions prior to booking.

Among the destinations where Informa Market has found it easy to create a sustainably focused meeting are Anaheim, Philadelphia and Baltimore.

In addition to taking basic steps toward sustainability, Gautier suggests planners set up a sponsorship program to offset sustainability costs. She also advises creating a five-year plan to most effectively budget and set goals. “It’s a marathon,” she says, “not a sprint!”

Julia Maes is an executive producer with VidCon, the company behind VidCon Anaheim, a mega show devoted to digital creation and culture. The 2023 edition drew 55,000 attendees. “Sustainability efforts continue to increase year over year at major events. It might not yet be a major focus for everyone, but events are at least acknowledging that it is an aspect audiences look for. You can no longer ignore the impact large events have on the environment,” Maes says.

“Our sustainability efforts span nearly the full scope of the event,” she continues, adding that Anaheim Convention Center is a great partner for those efforts. Major areas of focus for VidCon were food waste and print signage. Convention center caterers were asked to minimize waste and take part in the recycling program. Any suitable food items that were left over each day were donated to local charities or food banks to avoid food waste. For signage, they try each year to migrate more from printed graphics to digital monitors. They also earmark a small amount of non-recyclable banners for reuse the following year by Rewilder, a zero-waste fashion company that transforms banners into a limited-edition, upcycled merchandise line and zero-waste furniture, diverting waste from a life in storage or landfills.

Because of the size of the show, Maes says they have many factors to consider when choosing a venue, though sustainability missions and models at each building are certainly a topic of conversation. However, there are many hurdles.

“The sheer number of people and activations within an event as large as ours means there’s a pretty hard ceiling as far as what we can reduce and reuse. With a small meeting of 50 people, you might be able to get away with reusable glassware and napkins, entirely digital event materials, and so on. But once you tick into the thousands, the effort to create that same model at that scale becomes deeply challenging — and often not achievable.”

In addition to encouraging attendees to bring their own reusable water bottles, Maes says planners should identify which other items fill dumpsters headed for landfills or even recycling and consider ways to reduce or eliminate those from the start — single-use giveaways such as cheap swag and printed agendas, for example.

“Embracing sustainability will resonate with your leadership and your audiences,” she says. “It’s good business and good will to produce sustainable events, so take a crawl, walk, run approach. Find some low-lift efforts for your first year and grow from there. Finding great partners, either external or internal, who can help you bounce ideas together and push you out of your comfort zone, will also go a long way.”

Corey Clark, senior sustainability manager with Honeycomb Strategies, which helps the hospitality, sports, venue and events industries become more eco-friendly, believes sustainability is still very much a focus for the meetings industry and, in fact, a growing factor in planning an event.

“Planners are looking beyond single-use plastic water bottles and evaluating how waste is created, what the emission factor of the menu is and how much carbon is produced from traveling to the event. Sustainability is also a conversation with every vendor partner now — a group effort.”

It starts, she says, “with educating the exhibitors how to build the booths for reuse and ship in one crated shipment. We also request that they bring items that are not single-use and are made with recyclable or compostable material. We work with the general services contractor to ensure we’re using items that can be recycled or re-used and try to not produce materials that will end in the landfill. This is hard because there are not good alternatives to many substrates, so we ask ourselves if we really need those items.”

Green goals are discussed from the start of the meeting process, when vetting locations and venues. “We look at public transportation to/from the venue and airport and whether or not the venue uses renewable energy. Waste programs are also important, including composting.”

Among the biggest challenges for planners, Clark says, is reducing emissions. Unfortunately, most emissions associated with an event come from travel to and from the event.

“Sponsorship is another area of opportunity but also a challenge,” Clark notes. “We love our sponsors and want to promote them, yet many times it’s through the use of unsustainable substrates such as window decals.”

In terms of food and beverage, Clark says the goal is to choose items with a smaller carbon footprint and resource use. Not every main dish has to include beef, for example.

She believes that venues themselves also want to reduce energy and some requests are simple. Many times, they request that escalators are powered off when the event is not live, and that lighting and heating/AC are reduced during setup and breakdown as well.

Organizers can positively impact meeting sustainability via educated choices and behind-the-scenes decisions; however, Clark points out, attendees have a huge impact on the carbon footprint of an event. In addition to reminding them to bring their refillable water bottles and coffee containers, Clark says encouraging them to take public transportation as much as possible also makes a difference.

To planners, Clark says, “Be a role model. Practice what you’re asking of your vendor partners. And ask your partners how they can help you on the journey. It’s not all up to you as the planner.”

Whatever steps you and your organizations take, whatever environmentally conscious features venues add, the signs are clear: The industry is moving toward sustainability and that’s not just good for the planet, it’s good for everyone. C&IT