PCMA Brings Events Community Together Through Convening Leaders

January 27, 2021
PCMA Brings Events Community Together Through Convening Leaders

Trying to serve as a guiding light in a challenging period, PCMA brought together more than 3,000 attendees in an unusual experience befitting the COVID era.

Primarily a virtual event, PCMA’s Convening Leaders, held Jan. 11-15, also featured several hub cities where event professionals could enjoy an in-person experience while taking in the education.

In a remarkable moment, a short musical performance was livestreamed from Singapore—where 300 persons were in attendance—before a general session.

Halfway across the world in Las Vegas, Caesars Entertainment attempted a different, but perhaps  even more ambitious experience. Seeking to spotlight its new crown jewel, Caesars Forum, the hotel and entertainment giant hosted about 74 attendees for what amounted to a three-day FAM Trip befitting one of the industry’s largest events.

“We felt it was really important that our program would be worthwhile for people to travel to,” said Reina Herschdorfer, Caesars’ director of marketing, national meetings and events. 

Down to the Wire

If nothing else, Caesars fulfilled PCMA’s mission mixing education—Convening Leaders was live streamed there— and business opportunities at its January experience.

PCMA at Caesars

Tinsley Flint, meetings manager at Connect, said one of the primary reasons she flew from Atlanta to Las Vegas was to witness how Caesars maintained safety protocols while putting on a memorable event. It also served as a site visit before Connect hosts an event in Las Vegas in May.

“I wanted to see what they did right and what I could learn,” she said. “They did a good job juggling groups. It never felt crowded and I was never uncomfortable.”

Such high praises must be music to Herschdorfer’s ears. The Caesars team was forced to adapt several times before January’s gathering. When it first developed its three-day itinerary in November, 250 people were allowed in one space under Las Vegas safety guidelines. One month later, that number was down to 50, where it currently remains. 

Naturally, social distancing was in place thanks to limited seating at round tables, single-person tables in classroom-style education lounges and reduced numbers of passengers on buses and other tour vehicles.

Attendees, who were offered a rare opportunity to bring a guest, RSVP-ed up to one week before the gathering. Meanwhile, PCMA was altering its own program’s agenda as showtime neared.

Viva Las Vegas

Because more than 50 people came to Vegas, Caesars split the attendees into two groups for most of the excursions and activities. The itinerary served as a vehicle to showcase Caesars Forum—a grand convention center that opened last March and has only hosted one other major event due to the pandemic—and other Caesars properties. It also put the spotlight on Las Vegas, a destination hit arguably the hardest by travel restrictions and lockdowns. Activities included:

  • Excursion choice to Red Rock Canyon National Conservation Area; Hoover Dam or The Mob Museum;
  • Dinner at Rao’s Italian restaurant followed by a Daniel Emmet concert at Paris Theater. Caesars flip-flopped the two groups so the sets enjoyed the same experience on different nights.
  • A reception at the Neon Museum, an outdoor venue where all attendees were allowed.
  • A tour of Allegiant Stadium, home of the Las Vegas Raiders.

Caesars will have many more opportunities to impress this year, as it is slated to host MPI’s World Education Congress in June and CVENT CONNECT in August, among other events.

Flint, for her part, came away convinced groups can meet safely and enjoyably. She was particularly taken by Caesars Forum. “It was incredible—the prettiest event space I have ever been to,” she said. “They thought of everything.”

Tomorrowland

Meanwhile, in a galaxy a mere smartphone away, Convening Leaders provided programming reflective of the pandemic and the echoes of last summer’s Black Lives Matter protests.

“We need to do a better job being more diverse and inclusive,” said Stuart Ruff-Lyon, chairman of PCMA.

PCMA CEO and President Sherrif Karamat added that the effort includes issues across the world, including gender equality and LGBTQ acceptance.

Despite, or arguably as a result of the pandemic, PCMA enjoyed record membership this past year as event professionals sought a way to remain connected while physically apart. The organization reported a spike in Gen Z membership, signaling that digital content has been effective.

Karamat predicted face-to-face meetings will pick up in the third or fourth quarter, with a full recovery likely for 2023. Even then, he said, the world will be different.

“Our reality tomorrow is not what it was pre-COVID,” he said. “We all have changed, and I would venture to say we don’t know how we’ve changed. Recovery will be robust, but it will be different.”

Photos: Caesars Entertainment

 

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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.