Engaging with Technology at Expo! Expo!

December 5, 2017

The IAEE Expo! Expo! Annual Meeting and Exhibition 2017 drew some great technology features to the show. This year’s event, held Nov. 28–30 at the Henry B. Gonzalez Convention Center in San Antonio, Texas, offered some very interesting technology engagement options for those in attendance.

Technology as education: At the education session titled Leveraging Digital Insights to Create Brand Experiences, Wilson Tang, vice president at Freeman XP, talked about using technology to create customized brand experiences.

One of the most interesting discussions about how to provide technology engagement focused on the use of voice-activated assistance using an Alexa skill. Using voice-activated technology and the right technology partner can provide a booth or show a very technology-forward engagement piece.

Another technology concept discussed during the session was the use of contextually relevant push messaging, based both on geo-fencing as well as prior interest indicators. The idea Tang discussed here was the use of data in real-time and segmenting push notifications based on that data for a truly customized experience.

Technology as competition: The Tech Start-Up Competitions, sponsored by Visit Austin and the Austin Convention Center, were another interesting use of technology at the show. The competition took place right in the middle of the showfloor. Each tech start-up company had approximately six minutes to present their technology and how it’s uniquely used within their organization and the meetings and events industry to the audience and a panel of five judges, whose backgrounds ranged from technology to business development to capital investment.

In total, 19 start-up companies pitched their organizations and the level of technology expertise was impressive, with focuses including social engagement technology, beacon technology, touchscreen signage and content connection platforms, among others. Many of the tech companies used power points to share their expertise, with one clever start-up performing a rap song to relay their organizational information. The judges then asked questions of the presenter, similar to a Shark Tank format.

Technology as experience: Another huge technology hit that was found outside of registration and the showfloor was a featured virtual reality experience - a2zen - a zen experience from a2z. For those who have an issue with a moving virtual reality experience due to health issues or motion sickness, this VR experience was quite different.

After the participant was asked to sit and the VR headset and headphones were placed on them, A Zen Zone was then seen through the VR goggles, complete with calming spa-like music and a beautiful sunset over a lily pad garden. From there, a 3D sitting figure and infinite dark space were seen, after which instructions were given for a meditation session. The depicted sitting figure was used to demonstrate the movement of energy, from the feet through the legs, into the torso and through the arms, hands and head.

The use of both the narrative and the visual elements showing a “light” moving through the 3D figure helped those unfamiliar with meditation to actually “see” the flow of energy, a visual cue that helped assist in moving the sensation of energy through the participant’s body. In addition, the 3D sitting figure was off to one side, so if one wished to simply focus on the narrative and open their mind into the dark expanse of space one could easily do so. A steady stream of show attendees took advantage of this short meditation zone to sit, relax and simply breathe.

The use of technology through the educational sessions, the competition and the VR experience provided Expo! Expo! attendees a range of technology engagement options. It also demonstrated that one technology experience does not fit all. With next year’s show coming only a couple of weeks before the holidays and end-of-the-year activities, there’s no doubt more unique technology experiences will be seen both on and off the showfloor.

Next year’s IAEE Expo! Expo! will take place Dec. 11–13 in New Orleans.

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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.