Going Green Still a Focus in the Trade Show Industry
May 3, 2012
In the wake of the economic downturn, one might assume that the environmental movement in meetings, events and trade shows would have slowed or even come to a halt as the industry turned the bulk of its attention to financial survival.
But surprisingly, if anything, the green movement has continued its forward momentum despite the recession, with no sign of stopping. So what’s the main driver? Many shows, companies and organizations have realized that going green just makes smart business sense.
“The environmental movement in our industry has increased and become more mainstream,” said Nancy Zavada, principle of MeetGreen. “I completely expected the opposite to happen, but I think it comes down to the fact that many and/or most of the strategies for environmental meetings offer cost savings.”
She added, “that really hit home for hotels and convention centers, since their energy, water and waste savings made a huge impact on their bottom line. People started looking at (greening) not because it was the right thing to do, but because it made an economic difference. For that reason (the recession) was actually helpful.”
And for shows, venues and organizations that truly understand the long-term benefits of sustainability, the recession hasn’t impeded their greening efforts, said Wendy Scott, national account manager of Experient.
“Research and trends show that groups are increasingly embracing sustainability as part of their mission,” Scott said. “There is demand from many stakeholders for organizations to become more and committed in this area.”
She added, “I only see (interest) increasing and as the successful results are shared more and more, others will realize the benefits are worth the efforts.”
While many shows continue to adopt and fine-tune sustainable practices, including recycling and energy and water conservation, one emerging trend is the desire to measure and verify the efficacy of their efforts, Zavada said.
“What I’m seeing is that measurement is becoming far more important than it was in the past, to show how much money and how much of the environment they’re saving,” she added. “Being able to prove you’re not greenwashing has become very important.”
Other green trends include a bigger focus on locally sourced food and beverage, as well as facilities and hotel properties creating designated sustainability staff positions, she added.
On the venue side, many convention centers are not only continuing to add environmental practices to their operations, but also are making financial investments to improve their green capabilities, said Brittin Witzenburg, sustainability coordinator of the Oregon Convention Center.
The Oregon CC is one of approximately 20 convention centers in the U.S. that have earned Leadership in Energy and Environmental Design (LEED) certification through the U.S. Green Building Council.
“I do believe that more and more facilities are recognizing, whether they’re big capital improvements or the low-hanging-fruit-kinds of actions, that there are benefits to including (environmental practices) in their normal operations,” Witzenburg said.
Case in point is the LEED-Silver certified Raleigh Convention Center, which recently completed a 500-kilowatt rooftop solar energy system designed to produce an estimated 725,000 kilowatt hours of electricity.
But besides the fact that going green can save green, it also can do a lot to improve a show, venue or company’s image, Zavada said.
“How people are doing meetings is really being looked at,” she added. “If they’re not looking like good corporate citizens or like they’re ethical and using the earth’s resources wisely, their constituents are taking a look at that.”
She added, “so for show organizers who are excited about (greening), I’m sure they’re doing it because it’s the right thing to do, but there are also those being driven by their image and those being driven by the cost savings.”
One recent development that could be a game-changer for the sustainable events movement is the recent release of the long-awaited APEX/ASTM Environmentally Sustainable Meeting Standards.
As the result of a partnership between the Convention Industry Council’s Accepted Practices Exchange (APEX) and the American Society for Testing and Materials International (ASTM), they are the industry’s first and only comprehensive standards for environmentally sustainable meetings. Currently, eight of the nine standards that cover key sectors of the meetings and events industry are now available through the CIC.
“I think the next step is going to be for everybody to begin adopting those standards or at least working within (them) so we all have the same version of green,” Zavada said. “My hope is that now that there is a standard the government (will adopt it) and that will shove our industry into overdrive.”
And while the APEX standards will be a big help in getting the industry on the same green page, there still is work to be done, including getting more buy-in from exhibitors, Witzenburg said.
“Individual exhibitors need to be more involved,” she added. “It’s one thing for a planner and a venue to provide all of the right tools, but if (exhibitors are) not using those tools than it almost doesn’t matter.”
Witzenburg said, “I definitely think there are opportunities to educate, incentivize and get those individuals more involved. Harnessing that will bring another level of success.”
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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