5 Things the Future Holds for Meetings & Events, According to MMBC

August 27, 2020

To showcase measures being taken to support the safe return of in-person meetings and events, the Meetings Mean Business Coalition (MMBC) is enlisting corporate executives, policymakers and meetings industry leadership to engage in critical conversations in ongoing virtual discussions. The series, which premiered in July, will continue through this fall. Here are five highlights of conversations thus far:

1. Safety Comes First

The meetings and travel industry has been hard at work putting protocols in place so that those who want to meet in small numbers can do so safely, even now. Each stage of the meeting and travel journey is accounted for, from ground transport to air travel to visits at conference venues and hotels.

Blueprints of safe in-person meetings include MMBC’s own summer board of directors meeting in July in Washington, D.C. “With the diligent and seamless coordination by our venue, the Grand Hyatt Hotel, to implement proper physical distancing, PPE and increased sanitation, we were able to show the world that it is possible to meet safety in our current environment,” said Nan Marchand Beauvois, senior vice president of the U.S. Travel Association and managing director of MMBC.

She continued, “We understand that not all organizations are in a position to host in-person meetings at this time. Our aim is not to rush them to a decision; it’s to provide them with information and options, particularly those who do essential business and are continuing operations through the pandemic.”

2. Consistency Is Key

Examples of safety-proofing across the travel ecosystem are vital to building the confidence of business travelers, said Richard Golinowski, vice president for operations support for Metropolitan Washington Airports Authority.

“Airports throughout the country are coordinating closely to ensure that the traveler experience is consistently safe,” Golinowski noted, adding that travelers feel comfortable passing through the airport at the start of their journey and again when they depart for home – regardless of where in the U.S. they start and complete their travels.

This level of deliberate planning, consistent coordination and information sharing is essential in propelling the new meetings and travel journey. Corporate leaders also have a role to play in sharing consistent information about new health and safety protocols, and the return to in-person interactions. Chief human resources professionals are at the forefront of these efforts, said Nick Schact, chief global development officer with Society for Human Resource Management. The role of HR professionals as internal advisors is growing, Schact said. “Words matter. The information that leadership shares with its employees – and the consistency, tone and context in which they share it, is critical.”

3. The Bar Has Been Raised

The meetings and travel industry has always prioritized cleaning and sanitation. What has changed? “People want to see it,” said Michael Dominguez, president and CEO of Associated Luxury Hotels International. What used to take place behind the scenes has been brought front and center to assure visitors that new health and safety standards are being met.

“I’ve worked in the hotel industry my entire life [and] I’ve always said that cleaning is an extensive and top priority,” said Dominguez. “Though it wasn’t always a part of the visitors’ palpable experience, it happened while they were asleep. We’ve embraced the opportunity to give [visitors] a front-row seat to see the measures we’re taking to ensure their wellbeing.”

4. Collaboration with Corporate Leaders is Evolving

In many cases, meetings and travel policies are being shaped directly by the C-suite, with input from a growing cohort of safety, security and wellness experts. Partnership between the meetings and travel industry and other influential business sectors has never been more apparent or essential.

“We are all in this together,” said Fred Dixon, president and CEO of NYC & Company and MMBC co-chair. He added that the bridges being built across industries to align on processes, protocols and policies are creating a safe meeting and travel experience for all.

5. Innovation is Ongoing (and Inevitable)

Despite the difficult and complex state of affairs, meetings and travel organizations are finding ways to innovate through hybrid, satellite and virtual events. They’re enlisting partners from the tech community to erect new processes for engagement and learning. MMBC’s upcoming virtual discussion, slated for September (date TBD), will cover how the industry is leveraging technology to meet shifting safety standards and needs, with additional commentary from an expert panel including tech industry leaders.

Learn more about MMBC’s virtual discussions here.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.