Event and Tourism Industry Leaders Show Their Support for Social Change
February 16, 2021
An army of events industry leaders is taking a stand to promote diversity, equity and inclusion. Take a look:
Reed Exhibitions
On Jan. 15, global event producer Reed Exhibitions announced that it will donate $1 million over the next five years to select global charity partners that are working to improve inclusivity and diversity in their local communities by supporting social change, fighting injustice and fostering development.
The charities that will benefit from the first portion of donations through the Reed Exhibitions Charity Fund include The Adus Instituto, Business Initiative for Racial Equality and the Zumbi dos Palmares University in Brazil; 18Twenty8 and Oliver’s House in South Africa; Heritage Corner and the Racial Justice Network in the U.K., and A Better Chance and Ally2Action in the U.S.
“When we launched our Global Race Relations Committee in July last year, we made a commitment to contribute financial support to facilitate positive sustainable change, both in terms of funding, but also services to organizations that help support social change, fight injustice and promote the rule of law,” explained Hugh Jones, CEO of Reed Exhibitions. “The charities we will support have been identified in order to create meaningful, enduring changes that align with Reed Exhibitions’ strategic priorities and values and I’m looking forward to working with them."
In the U.S., Ally2Action focuses on accelerating racial reconciliation by transforming fear of participating into courageous engagement. Through thoughtful content creation designed to educate and inform about U.S. race relations and Black history, the organization works to facilitate an understanding of how people can participate in transformative change.
Based in Darien, Conn., A Better Chance is a national program that serves racial minority students from under-represented areas around the country. Its mission is to increase the number of well-educated young people of color, with the hopes they eventually assume positions of responsibility and leadership in American society.
“Each of the charities’ initiatives are directly related to the GRRC’s objectives of people, business and community,” said Reed MIDEM (France) Social Media Manager Devon DeAngelo, who has been coordinating the initiative on behalf of the GRRC. “Where appropriate, we will look to find opportunities to work with the charities to create workshops, hold open discussions and identify mentorship opportunities across Reed Exhibitions.”
Tourism Diversity Matters
A new industry coalition has formed to create long-term solutions and change through diversity, equity and inclusion initiatives. Launched on Feb. 1 and designed to be a resource that will educate, advocate, engage and empower in collaboration and cooperation with all industry initiatives, Tourism Diversity Matters follows a collective impact model dedicated to inspiring authenticity and inclusive leadership throughout the tourism and events industry.
Founding partners include ConferenceDirect Foundation, Philadelphia Convention & Visitors Bureau and SearchWide Global.
A 501 C (6), TDM works to address the blind spots of ethnic disparities and provide access, resources and tactics to decision-makers to develop more effective strategies that will engage and retain a diverse workforce.
The group focuses on four primary pillars of activity: apprenticeships; workforce development; diversity, equity and inclusion; and research and data. Its goal is to sustain and expand the platform by collaborating with associated organizations and industries and notable research institutions to develop impactful solutions for all involved.
TDM Chairman Elliott Ferguson, who is also president and CEO of Destination DC, has been a long-time advocate for repairing diversity deficiencies and misrepresentations in the corporate environment.
“Addressing racism should impact how you lead – it’s an American issue,” said Ferguson, who is one of a few black CVB chief executives. “As many are confronting these issues for the first time, we can’t turn a blind eye and we can’t turn back. The pandemic has forced us to slow down and focus on being human. We need to be comfortable with uncomfortable conversations and having these discussions not only at home, but also in the workplace.”
PHLCVB Executive Director Greg DeShields, a respected leader on behalf of DEI initiatives that have helped raise Philadelphia’s image as an inclusive, multicultural visitor destination, has been appointed TDM executive director. He will continue to lead PHL Diversity, a division of PHLCVB.
The organization’s inaugural board of directors reads like a who’s-who of the events industry, with members including:
- Dr. Brandi Baldwin, CEO, Millennial Ventures Holdings
- Debra Blair, Director of Organizational Diversity, Equity & Inclusion, Temple University School of Sport, Tourism and Hospitality Management
- Ray Bloom, Chairman, IMEX
- Cathy Breden, CAE, CMP, CEM, EVP & COO, IAEE; Chair-Elect, Events Industry Council
- Amy Calvert, CEO, Events Industry Council
- Gregg Caren, President and CEO, Philadelphia CVB
- Mark Cooper, CEO, International Association of Conference Centers; Chairman, Events Industry Council
- Melissa Cherry, COO, Destinations International
- Roger Dow, President and CEO, US Travel Association
- Christine Duffy, President, Carnival Cruise Line
- Elliott Ferguson, President and CEO, Destination DC
- Mike Gamble, President and CEO, SearchWide Global
- Al Hutchinson, President and CEO, Visit Baltimore
- Sherrif Karamat, President and CEO, PCMA
- Michelle Mason, FASAE, CAE, CQIA, President and CEO, Association Forum
- Brad Mayne, President and CEO, International Association of Venue Managers
- Lynette Montoya, President and CEO, Latino Hotel Association
- Carrie Freeman Parsons, Chair, Freeman
- Leah Smiley, President, Society for Diversity, Inc.
- Brian Stevens, CEO, ConferenceDirect
- Paul M. VanDeventer, President and CEO, MPI
- Telesa Via, VP, Sales, Kimpton Hotels and Restaurants
- Carl Winston, Director of the L. Robert Payne School of Hospitality & Tourism Management, San Diego State University
“Tourism Diversity Matters offers the opportunity to reset and heal from a year filled with the most challenging moments in modern history,” Freeman Parsons said. “I am honored to be part of this important collaboration moving all toward an inclusive environment with equitable access and participation.”
Tiered partnership opportunities are available; to learn more, go 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.
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