TSNN Trade Show News

A Successful ESG Strategy: All About Engagement

lpsavas@tsnn.com — Fri, 26 Jul 2024 16:02:42 +0000

A Successful ESG Strategy: All About Engagement

July 26, 2024

Exclusively sponsored by Honeycomb Strategies.

Effective engagement is the cornerstone of a successful environmental, social, and governance (ESG) strategy. Transparent and clear communication keeps your stakeholders informed, encourages participation, and evaluates progress to ensure that milestones are met. Let’s delve into why engaging with stakeholders matters to your sustainability strategy and how it directly impacts your bottom line.

Who should you engage with?

The best communication targets different stakeholder groups with custom outreach. Your engagement should be reactive to the needs of your audience and reflective of your event’s landscape. For example, if you receive a lot of feedback from attendees at your B2B conference about sustainability, prioritize these stakeholders with a public-facing strategy. When organizations need to build buy-in from staff, we recommend they invite people from disparate departments to participate in a Green Team that reports out to their colleagues. Build on your engagement yearly and add new stakeholder targets as your ESG programs grow.

What’s the best way to engage?

Again, be strategic with the best way to reach your target group. If trade show waste is a significant issue with your target exhibitors and their contractors, you may start pre-show by including sustainability guidance in the exhibitor services kit and newsletters. On site, include messaging in their welcome materials and via signage at the service desks. Post show, you could use a survey to receive feedback.

Engaging the public can be a multi-pronged approach, using digital media like your website and social media, and sprinkling sustainability into press releases, interviews, and media days. Don’t forget to give kudos to your partners and supporters! They’ll re-share and get name visibility as a benefit of their participation.

Tips for telling your story

If you’re just starting out with ESG, chances are you’re already doing some things that are sustainable or inclusive. Highlight familiar, existing programs and frame them through the lens of developing sustainability goals. Then, generate curiosity about new, unfamiliar programs and open channels for feedback.

We always recommend publishing a public-facing, executive-endorsed sustainability statement. It lends authority to your program, and also creates accountability to measure actions against your publicly stated values.

For engagement during the event, develop a Sustainability Hub to attract visitors to learn about your efforts. This activation can encourage visitors to participate in programs you’ve set up and educate them on best practice behaviors like using refillable water bottles, recycling their lanyards, and choosing plant-based meals.

Traps to look out for

As you craft your narrative, be careful not to exaggerate your progress, and certainly don’t make false claims, which we call “greenwashing.” Being realistic and open about your goals makes your organization trustworthy and reliable, which has benefits far beyond environmental impacts.

Don’t feel like you can’t share because you haven’t achieved a certain level of progress. Demonstrate the value of transparency! As Brené Brown says, “staying vulnerable is a risk we have to take if we want to experience connection.” Even in the corporate world, vulnerability is necessary to build relationships.

The benefits of engagement

Sustainability is a collaborative effort, and without buy-in, you can’t advance your programs to their fullest extent. Considering that many sustainability efforts center on reduction (e.g. paper use, giveaways, energy, water), the larger your buy-in, the bigger the cost savings.

Sustainability-focused publicity and accolades can bolster advertising spends organically, saving you money. Publicity can be a big incentive for supporters. By talking about programming, you’re building enough support to launch new programming and generating more opportunities to share progress, which in turn attracts more support… the cycle goes on and on!

The irony of the sustainability journey is that you have to be willing to share where you are to get where you want to go. Communicating your journey can foster stronger relationships with stakeholders, employees, and customers and translate to the bottom line. No matter if you’re a beginner or a pro, talking about the work is part of the work.

Honeycomb Strategies specializes in impactful solutions for sustainable events, sports, and venues. hcsustainability.com/ hello@hcsustainability.com

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Women at the Helm: Caroline Beteta, President & CEO, Visit California

lpsavas@tsnn.com — Fri, 26 Jul 2024 13:30:51 +0000

Women at the Helm: Caroline Beteta, President & CEO, Visit California

July 26, 2024

Lisa Plummer Savas

Ask Visit California President & CEO Caroline Beteta about her path into the destination marketing industry, and she will share that she has always been interested in the power of connection in bringing people together, particularly those who may otherwise have different goals and business objectives.

A California girl through and through, Beteta grew up and went to school in the southern part of the Golden State, graduating from UCLA with an undergraduate degree in political science, earning her masters in public administration, and completing the Stanford University Graduate School of Business Executive Marketing Management Program.

Ready to kickstart a career that would eventually lead to a successful, award-winning tenure in the destination marketing industry, the California native cut her teeth working in federal government relations services, then for the California Trade and Commerce Agency as deputy cabinet secretary, marketing and communications.

But it wasn’t until more than six years later that Beteta homed in on her passion for travel and found her professional home at Visit California, where she has served as its dedicated president and CEO for nearly three decades.

“I have long been passionate about travel and the power traveling has on your perspective,” Beteta said. “Whether I had gone abroad or was traveling through the Golden State, I always felt incredibly lucky to call California home. When I had the opportunity to be a part of Visit California, that passion continued to grow in new ways. When you look at the economic impact of travel to a destination it is incredibly eye opening – those dollars spent help shape a community.”

She added, “Leading Visit California has meant bringing many different organizations, businesses, and political leaders together over the years. It is exciting to see what can come out of these meetings – after all, Visit California wouldn’t be what it is today without this approach.”

During her illustrious tenure at the non-profit organization, Beteta has expertly shepherded Visit California’s evolution into a global marketing franchise. Besides overseeing a decade of growth for California’s travel industry, which peaked in 2019 with a record $144.9 billion in economic benefit to the state, she has also worked tirelessly to restore travel and tourism following numerous natural and economic crises, including the COVID pandemic.

Along with leadership responsibilities at the DMO, Beteta simultaneously serves as a strategic advisor for the Governor’s Office of Business & Economic Development (GO-Biz), where she is responsible for implementing Visit California’s global marketing program on behalf of the organization’s more than 18,000 investors and is the lead spokesperson for California’s travel industry.

Endlessly passionate about giving back to the industry she loves, Beteta boasts an extensive list of travel and tourism industry advisory and leadership roles and accolades, including previously serving as Visit California’s board chair and acting CEO for Brand USA. She also served a two-year term as national chair of the U.S. Travel Association, where she guided the successful merger of the Travel Industry Association with the Travel Business Roundtable, as well as the creation of Brand USA. She was also recently elected vice chair of U.S. Travel’s Executive Committee, serves on the Executive Committee of the World Travel and Tourism Council (WTTC), and was inducted into the U.S. Travel Hall of Leaders in 2016.

We had a chance to catch up with this industry powerhouse to hear what it was like to once be one of few women leaders in the DMO C-suite, the challenges she faced getting Visit California started in 1998, how her passion for connection and collaboration has helped the organization grow and succeed, and what she loves most about the scenic destination she calls home.

You have served as the organization’s president and CEO for more than 26 years. When you started your leadership position, what was the general sentiment toward female DMO leaders?

I have certainly been in many rooms that are male dominated but remembering what you are there to accomplish is key to not letting anything shake your confidence. These days, I find myself in great company, especially here in California, from Julie Coker at San Diego Tourism Authority to Kathy Janega-Dykes, who has been with Visit Santa Barbara for 20 years now!

What has leading the organization been like for you over the years? What have been your biggest challenges, and what accomplishments are you most proud of?

Frankly, one of the biggest obstacles and resistance I have faced was getting Visit California off the ground. Tourism was an afterthought in California, and it was up to those in the tourism industry to convince politicians otherwise. But bringing everyone to the table was the key to finding the common ground that everyone could agree on. Not only that but also keeping the vision for Visit California top-of-mind was key to navigating those conversations and moments of resistance.

I am so proud of where this organization stands today – 25 years ago, Visit California was a much different, much smaller organization. But as the organization has grown, it has been important to build a foundation of collaboration and support to guide this ship. There is no doubt that I couldn’t do my job without an incredible team at Visit California. Our VPs of marketing, communications, and operations do an incredible job of leading their teams and collaborating across the organization.

And it’s also important to note our support system that goes beyond the immediate organization through our network of DMOs across the state. California’s tourism industry has a unified voice that has come with years of collaborating with these DMOs and our thousands of tourism partners.

Do you believe the destination marketing industry is “keeping up with the times” when it comes to gender parity in leadership?

I am proud to be in an industry that values female leadership and has made good progress on this front in my lifetime. In tourism and any industry, the more that ambitious young women can see themselves reaching the very upper echelon of the industry, the more likely they will be to see value in committing their time and energy to that organization. You can see this firsthand at Visit California, where our executive team is half female and about two-thirds of the staff are women. I encourage any young woman to do the research and find organizations they believe in, that they can see themselves in. Being proactive is a great way to define your path!

Caroline Beteta with travel and tourism industry leaders at the May 5 ribbon cutting and opening of California Plaza, a Visit California-sponsored immersive brand experience for IPW attendees at the Los Angeles Convention Center.

What are the qualities that women bring to CVB leadership that empower them to excel at their jobs?

All organizations thrive when different opinions and life experiences are brought to the table to compose a diverse team. Women in particular are often credited with being strong collaborators and communicators, both of which are crucial in this industry. Research also tells us that women are most often the decision makers for purchase decisions in the household when it comes to travel. In my mind, these reasons reiterate the value of assembling a diverse cross-section of women to offer fresh perspectives to keep our strategies relative and realistic but also wide-reaching.

What can the business event and destination marketing industry do to help create more gender and racial parity in the C-suite?

The industry has made good progress on this since the beginning of my career, and highlighting the existing representation is key to bringing more ambitious young women to tourism, as they can see themselves thriving in this industry.

At Visit California, we adopted the motto “All Dreams Welcome,” which embraces California’s cultural diversity and spirit of inclusivity. I mention this because you need a staff that reflects the diversity of California’s residents and visitors for this message to ring true. Visit California is continuously striving to develop an organization that fully reflects California’s incredible diversity. Our staff-led diversity and inclusion team identified opportunities to make our company more welcoming to everyone, from rethinking our hiring practices or just the experience of visiting the office. You can see our commitment to diversity and “All Dreams Welcome” across our online, print, and television marketing.

What do you love most about California and why should more meeting planners and trade show organizers consider the destination for their events?

One of California’s enduring appeals is its cultural diversity and spirit of inclusion. It draws people to live in and visit the Golden State. This blending of cultures, ethnicities, and lifestyles cultivates the “you-do-you” attitude that California has long been known for and solidifies the message that this is a place where you can be yourself.

Combining our vast diversity and adventurous nature, meeting and trade show attendees can enjoy an endless array of culturally immersive experiences and activities. California’s destinations are eager to showcase their distinct identity, encouraging attendees to understand and experience what makes them special, and support meeting planners in incorporating these elements into their meeting and event.

Lead photo: Caroline Beteta speaking at the California Caucus during U.S. Travel’s IPW trade show, held May 3-7, 2024, at the Los Angeles Convention Center.

Know a dynamic female event industry leader who deserves some time in the spotlight? Please reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!

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Informa Reports Double-Digit Revenue Growth, Offers $1.5 Billion for Ascential

dtormohlen@tsnn.com — Wed, 24 Jul 2024 20:21:03 +0000

Informa Reports Double-Digit Revenue Growth, Offers $1.5 Billion for Ascential

July 24, 2024

Danica Tormohlen

With half-year revenues hitting $2.14 billion, Informa is riding a wave of growth. The B2B events and digital services giant reported impressive half-year results for 2024, boasting an 18.8% increase in underlying operating profit, an 11% revenue boost, and a 10% hike in dividends. Informa has now upped its full-year guidance, targeting an adjusted operating profit of up to $1.29 billion.

"Informa is kicking off 2024 with the same momentum we saw at the end of 2023. We're growing, expanding internationally, and continuously developing our portfolio, which gives us increasing confidence in our distinctive products, services, and brands," said Stephen A. Carter, Informa PLC Group Chief Executive, in video presentation on July 24.

Adding to the excitement, Informa made a $1.5 billion bid for Ascential plc, the producer of prominent industry conferences like the Cannes Lions Festival and Money 20/20. This offer represents a 53% premium to Ascential's closing price on July 22, with a deadline for acceptance set for August 20.

Informa made a $1.5 billion bid for Ascential plc, the producer of prominent industry conferences like the Cannes Lions Festival (pictured here in 2023).

Informa's diverse portfolio spans more than 200 brands in markets like pharmaceuticals, beauty, and construction through Informa Markets, and more than 400 brands in sectors like biotechnology and finance through Informa Connect (owner of TSNN). The company is forecasting double-digit growth for 2024, driven by increased demand for live B2B experiences and strategic acquisitions, including Tarsus, HIMSS, Winsight, and TechTarget in the past 18 months.

"With the world rapidly digitizing, our brands and market positions are becoming even more valuable," said Carter. "This is propelling Informa into a faster growth lane, with strong performance, expansion, and returns. Our full-year target is up to $1.5 billion of adjusted operating profit, underscored by today's offer for Ascential plc."

Informa's strong performance is reflected in its robust growth metrics, with double-digit increases in revenues, operating profit, and free cash flow for the first half of 2024. The company is well-positioned for continued success, driven by its strategic focus on customer experience and value-added digital services.

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Sneak Peek: Artisanal Chocolate Bars Set to Make a Tasty Debut at Comic-Con 2024

dtormohlen@tsnn.com — Mon, 22 Jul 2024 21:16:41 +0000

Sneak Peek: Artisanal Chocolate Bars Set to Make a Tasty Debut at Comic-Con 2024

July 23, 2024

Danica Tormohlen

Ahead of this week’s opening of Comic-Con, the San Diego Convention Center (SDCC) unveiled the show’s limited-edition craft chocolate bars that will be available for purchase when the show opens at 6 p.m. PT on Wed., July 24. The country’s longest-running event for all things comics and related popular art, including movies, TV, gaming and interactive multimedia, runs through Sun., Jul 28.

With a robust program of speakers, exhibits, films, and games, Comic-Con attracts more than 135,000 attendees, creating a regional economic impact of more than $160 million and tax revenues of more than $3 million to the City of San Diego, according to a press release by SDCC.

How it works: Each year, SDCC’s food & beverage partner Sodexo Live! develops new, creative flavors that celebrate the fun and whimsy of the convention. Led by Sodexo Live! Executive Chef Sufi Karaien and Pastry Chef Kristianna Zabala, the F&B team makes 100 chocolate bars every 90 minutes inside the on-site kitchen, hand-crafting each one during the weeks leading up to the major event that features cosplay, programming, exclusive previews, and a diverse exhibit hall that offers merchandise and displays representing all fandoms.

The details: This year’s flavors include:

Sunday Sundae with milk chocolate, caramel, bananas, strawberries, cherries, vanilla and peanuts
Moonlight Voyage with white chocolate, dried miso, black sesame and dried strawberries
First In Line with milk chocolate, puffed rice, cinnamon toast crunch, coffee and marshmallows
Pirate Potion with white chocolate, dried pineapple, lime, coconut and key lime zest

The craft chocolate bars are priced at $10 each.

Need to know: In 2024, 10,000 chocolate bars, 2,500 of each flavor, will be available—exclusively sold to Comic-Con attendees at a booth outside Ballroom 20. The craft chocolate bars are priced at $10 each. Golden tickets will be hidden inside four of the chocolate bars. Each golden ticket can be redeemed for a $100 Starbucks gift card.

10,000 chocolate bars, 2,500 of each flavor, will be available—exclusively sold to Comic-Con attendees.

Behind the scenes: After the chefs develop the concepts, the SDCC’s communications team tastes the chocolates for inspiration while developing names and themes. The creative trio of Hailey Adams, Grayson Van Loon, and Dylan James then bring the bars to life through designs and animations.

One of four artisan chocolate bars created by the Sodexo Live! F&B team at the San Diego Convention Center.

Backstory: In 2023, the SDCC F&B team offered more than 5,000 chocolate bars over four days, selling out every day of the convention. This tradition started in 2016 as an exclusive offering for event attendees.

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International Participation in U.S. Trade Shows is Rebounding: What Organizers Need to Know Now

dtormohlen@tsnn.com — Fri, 19 Jul 2024 10:18:31 +0000

International Participation in U.S. Trade Shows is Rebounding: What Organizers Need to Know Now

July 19, 2024

Danica Tormohlen

One of the fastest-growing segments of the trade show industry in 2024: international attendance and exhibitors. In fact, international travel to the U.S. is growing quickly, with volume expected to reach 98% of 2019 levels in 2024 (up from 84% recovered in 2023), according to the most recent data from U.S. Travel Association (USTA).

After international participation in U.S. trade shows flat-lined during COVID, event organizers, like Money20/20 and Plant Based World Expo, are capitalizing on the rebound by investing in attracting foreign companies to their U.S. events with international pavilions.

But the world of international pavilions is evolving, with more countries developing innovative programs to support small and midsized companies. By understanding these trends and challenges, organizers and participants alike can better navigate the complexities of global exhibitions.

TSNN delves into the current trends and strategies surrounding international pavilions, drawing insights from Cherif Moujabber, owner of Creative Expos and Conferences, a Walpole, Mass.-based company that has a long history of consulting with trade shows, like the Fancy Food Shows, CONEXPO-CON/AGG and the National Restaurant Association Show, to attract international exhibitors and attendees. We explored successful examples, challenges, and strategic advice for ensuring your company's success on the global stage.

Cherif Moujabber, owner of Creative Expos and Conferences

Early planning, strategic matchmaking, and flexibility in commitments and payments will be key to maximizing the benefits of participating in international events. As the global marketplace continues to expand, these strategies will be essential in ensuring that companies of all sizes can compete and succeed.

Understanding the Key Players

To successfully secure a pavilion, Moujabber said event organizers need to focus on three primary entities:

Industry Associations: These organizations represent your industry within a specific country. They are essential for networking and gaining industry support.
Funding Authorities: Typically government bodies, these authorities provide the necessary financial backing to support export promotions. However, they are not always government-affiliated, so broaden your search accordingly.
Sales Agents: These individuals specialize in coordinating between the industry associations and funding authorities. They are instrumental in negotiating deals and ensuring all parties are aligned.

Focusing on Small and Midsized Companies

Many governments create effective programs for small and mid-sized companies to export their products into new markets like the lucrative U.S. These companies often lack the resources to independently navigate international exhibitions, necessitating dedicated support programs. Some countries, like Brazil, have created specific initiatives aimed at these smaller firms, ensuring their participation and ability to compete on the global stage, Moujabber said.

Emerging Trends in International Pavilions

One trend that has been making organizers nervous is the increasingly late commitments from international participants. In the past, companies would confirm their participation months in advance. However, it’s now common for decisions to be made as little as three months before an exhibition. This trend demands a high level of flexibility from show organizers who need to keep prime spaces open and have faith that international companies will eventually commit.

Challenges of First-Time Shows

First-time shows face considerable challenges. They rarely attract international pavilions unless they cater to a very niche market that provides a unique advantage to the participating companies. Established shows in new countries also need to prove their credentials as organizing these events involves a significant effort to promote them locally and internationally.

The Brazilian Example

Apex Brasil signed a five-year deal with Plant Based World Expo and brought 20 companies last year.

Brazil offers a notable example of innovation in supporting small- and mid-sized companies.

“The country's Apex funding authority rolled out a program two years ago aimed at helping new-to-market companies,” Moujabber explained. “Plant Based World Expo was the first recipient and beneficiary of the program in the western hemisphere.” Apex signed a five-year deal with Plant Based World Expo and brought 20 companies last year, he added.

The program offers subsidized participation, including covering costs like space and basic decoration while allowing these companies to be spread throughout the exhibition space rather than clustered in a pavilion.

Planning and budgeting

Preparation is crucial. Start your efforts 12-16 months before the show dates, advised Moujabber. This lead time accounts for budget cycles and bureaucratic procedures, ensuring all necessary approvals and funding are secured well in advance.

Plant Based World Expo worked with Brazil’s Apex funding authority to roll out an exhibitor program two years ago aimed at helping new-to-market companies.

Governments typically decide by April which shows they will support in the following year, solidifying their list by September or October. This timeline underscores the importance of early engagement with local consulates and embassy authorities.

Budget constraints also play a significant role. Different sectors experience varying levels of funding based on yearly priorities and available financial resources. Organizers must be mindful of these timelines and budget dependencies to effectively engage and secure international participation.

Matchmaking and Strategic Meetings

An emerging focus is on matchmaking. International participants, especially small companies, seek opportunities to meet distributors, retailers, and other potential business partners. Organizers can facilitate this by setting up pre-show meetings and providing matchmaking services.

Flexibility and Late Payments

Given the late commitments, show organizers must be prepared to manage late payments. “It's crucial to maintain good space on the floor up to three months before the show, accommodating international participants who may finalize their plans later than domestic exhibitors,” Moujabber said.

Be Cautious of Unsolicited Requests

Pay close attention to unsolicited offers from overseas, particularly from Asia. While expansion into international markets is beneficial, do your due diligence and verify the credibility of outside sales agents requests to avoid potential pitfalls.

The Plant Based World Expo international sales network, established with assistance from Creative Expo’s Cherif Moujabber, gathered to celebrate pavilions from France, Italy, Spain, Turkey, Brazil, Greece, Denmark and Thailand.

Leveraging Your Sales Network

A robust international sales network can significantly boost your trade show's appeal to global exhibitors. It provides a competitive edge by showcasing your capability to attract a diverse range of international pavilions.

Looking ahead

Growth opportunities will continue in the near term, as inbound international travel to the U.S. is still far from a full pre-pandemic recovery. Volume is predicted to achieve a full recovery in 2025, but spending levels, when adjusted for inflation, are not expected to recover until 2026, according to the USTA forecast released in January 2024.

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Tech News: New AI Booth Sales Assistant Poised to Upend Traditional Lead Capture

lpsavas@tsnn.com — Wed, 17 Jul 2024 16:17:05 +0000

Tech News: New AI Booth Sales Assistant Poised to Upend Traditional Lead Capture

July 24, 2024

Lisa Plummer Savas

Trade show exhibitors now have an AI-powered solution to help them solve the common challenge of forgetting or losing vital lead information gathered during trade shows, conferences, and other business events. Enter Backtrack, a retroactive audio recording mobile app created specifically for exhibitor booths by parent company Yac, developer of an asynchronous voice messaging platform for remote teams.

Designed to transform the way exhibiting professionals capture and recall crucial business interactions, the new app helps users accurately summarize and pull-out action items from conversations had in their booth, after which AI-generated summaries and transcriptions are automatically sent to their CRM. Besides ensuring that critical details are reliably captured and documented, Backtrack also enables users to snap a photo of a business card, scan a QR code on LinkedIn, or input an email address.

Backtrack co-founders Hunter McKinley and Jordan Walker

“Exhibitors spend over $10,000 to go to events, just to forget 90% of the conversations within a week,” explained Hunter McKinley, Backtrack co-founder and CEO. “Time and time again we hear from exhibitors that legacy lead capture systems aren’t helpful in that they don’t give the actual context of what they talked about with their leads. What makes [Backtrack] magical is it records backwards like a car dash cam, giving [exhibitors] the optionality to choose what they want to save, and not leaving them with massive 8-hour recordings.”

Backstory: After failing to impress investors in Silicon Valley and wishing they had captured and recorded the experience, Yac’s founders ––McKinley and Jordan Walker––began building the first version of Backtrack in 2018. However, the project was soon put on the shelf for the parent company’s flagship product, Yac, once it quickly raised venture capital funding of more than $10 Million with investors including GGV Capital and Slack (now Salesforce). When the Yac team found out that people were using Backtrack to remember trade show booth conversations, they transformed the app into an ROI tool for exhibitors in late 2023, officially launching the app at CES 2024.

Backtrack’s key features include:

Instant retroactive audio history capture: Backtrack records and saves 5-20 minutes of previous conversations on-demand.
Auto-deletes non-important conversations: Continuously running in the background, the app will not save any retroactive conversations until directed to save for privacy’s sake.
Locally stored: All audio history is stored locally and securely on-device until a user decides to upload or share. Recordings are never live streamed to the Internet.
AI-powered transcripts/summaries: Provides near-instant summaries and transcriptions, removing the need for anyone to take notes.
AI-powered scanning: Allows business cards and LinkedIn QR codes to be scanned and analyzed, no typing required.
CRM integration: Backtrack seamlessly uploads information to the exhibitor’s CRM, automating the follow-up processes and manual data entry.

The $21 billion events industry faces a significant gap that presents a massive opportunity to create a new category of technology: conversation capture, said McKinley.

“Traditional lead capture apps often fail to deliver ROI, leading to inconsistent exhibitor experiences and dissatisfaction,” he continued. “Attendees frequently provide false information, struggle with user experience, and circumvent these apps by using LinkedIn or business cards. Backtrack helps [exhibitors] maximize ROI in ways never before possible with AI.”

Since Backtrack’s debut, thousands of business teams from companies like Paramount, NBC, and Amazon have signed up to use the app, according to Yac officials.

“Backtrack has transformed how I manage my trade show interactions,” said Backtrack customer Sarah Evans with Tech Innovators. “No more lost leads or forgotten details.”

The app is available for download on iOS and Mac platforms, with an Android edition coming soon.

Have some event technology news to share? Reach out to lisa.savas@informa.com and danica.tormohlen@informa.com.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!

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LA Convention Center Prepares to Kick Off Major Expansion Next Spring

lpsavas@tsnn.com — Wed, 17 Jul 2024 15:26:23 +0000

LA Convention Center Prepares to Kick Off Major Expansion Next Spring

July 22, 2024

Lisa Plummer Savas

The Los Angeles Convention Center (LACC) got the green light to move forward with its Convention Center Expansion and Modernization Project, which is now expected to move forward in the spring of 2025. On July 2, the Los Angeles City Council voted to advance the project, which is expected to create thousands of jobs for city residents, attract visitors, and bring new revenue to the City’s General Fund, according to LACC officials.

Plans include new construction that will connect the LACC’s two existing South and West Exhibit Halls by adding 190,000 square feet of space to create one contiguous hall and add 55,000 square feet of new meeting room space, 95,000 square feet of multipurpose space, and redesign Gilbert Lindsay Plaza, which will add public open space and transform it into a new outdoor venue for event programming.

“Currently, the LACC hosts nearly 200 events and two million visitors annually,” said LACC General Manager Kimberly Weedmark. “We’re excited that an upgraded facility will allow us to expand our event base with more top-tier programs and allow our current clients continued growth opportunities. An expanded and modernized center will provide our customers with innovative technology and demonstrate leadership in sustainability.”

The details: The approved design-build delivery model contracts with a joint venture of AEG and The Plenary Group to complete the project before the 2028 Olympic and Paralympic Games. In the following months, the city will work with AEG, Plenary, architectural firm Populous, and general contractors PCL and Webcor to finalize design plans, schedule, and costs before construction begins next year.

Kimberly Weedmark, Los Angeles Convention Center

What they are saying: “The expansion and modernization of the Los Angeles Convention Center are critical for the continued recovery of our local economy,” explained Adam Burke, president and CEO of the Los Angeles Tourism & Convention Board. “Citywide conventions support thousands of jobs and hundreds of businesses across every L.A. region and neighborhood, and we’re grateful to the City Council for their leadership in advancing this pivotal initiative with today’s vote. As one of the travel industry’s premier meeting destinations, we look forward to seeing this world-class facility come to life.”

Economic impact: Burke added that the expansion project will kickstart needed economic growth in the region, pointing out that local businesses, especially in Downtown L.A., are dependent on direct and indirect spending from the convention center. The project is slated to draw in over $165 million in visitor spending each year and create 7,445 new jobs during construction and 2,147 jobs on an ongoing basis.

Why it matters: “Despite being in the second largest city in the United States, the LACC is currently a second-tier facility, and we are losing out on business to other cities due to the constraints of the Convention Center,” said Doane Liu, chief tourism officer and executive director of the City of Los Angeles’ Tourism Department. “With this expansion, LACC will become a premier destination that is able to pursue larger events that bring visitors to L.A. who spend money at our local hotels, restaurants, and attractions, adding additional revenue to the City’s General Fund.”

The big picture: Los Angeles has found itself at a competitive disadvantage in attracting large, citywide conventions due to the lack of contiguous event space, especially as competitors have completed or are in the process of completing major expansions, according to LACC officials.

Deeper dive: The LACC hosts a bevy of major B2B and B2C events each year, including the LA Art Show; Adobe MAX; Emmy Awards Governors Ball; KCON; LA Auto Show & Automobility LA; Anime Expo (AX); MusiCares Person of the Year Silent Auction & Dinner; and LA Comic Con.

For more background about the project, check out this story, Los Angeles C.C. to Get Big Refresh, More Space—But When?, from our sister publication, MeetingsNet, here.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!

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PCMA & SANCBE Drive Sustainability Forward With Climate Conference Launch

lpsavas@tsnn.com — Wed, 17 Jul 2024 15:13:00 +0000

PCMA & SANCBE Drive Sustainability Forward With Climate Conference Launch

July 18, 2024

Lisa Plummer Savas

PCMA and the Strategic Alliance of the National Convention Bureaux of Europe (SANCBE) are gearing up to launch Convene 4 Climate, a sustainability conference for the global business events industry. Set for Oct. 2-3 in Barcelona, the inaugural gathering is open to select participation in a workshop-based environment and aims to drive responsibility, harness the power of technology, and deliver transformative solutions to address climate change challenges.

The big picture: Convene 4 Climate’s curated programming will explore three central themes–Reimagine, Inspire, and Movement–and allow for meaningful discussions, collaborative problem-solving, and the development of actionable strategies to help transform what the event industry offers and how it produces business events, according to PCMA officials.

Hilton Diagonal Mar Barcelona

Need to know: Located In Barcelona's Business district, the Hilton Diagonal Mar Barcelona is the HQ hotel for Convene 4 Climate 2024. Within walking distance of the Barcelona Convention Center, Diagonal Mar shops and the marina, the beach hotel features on-site dining, pool bar, terrace and event venues. Attendees may have the opportunity to check out a qualifying regatta during the Louis Vuitton 37th America's Cup Barcelona, which kicks off Aug. 22. The America's Cup Match starts on Oct. 12.

What they’re saying: “Together with SANCBE, PCMA is co-creating a way forward for a regenerative future that empowers the global business events industry to continue to operate in a commonsense way while driving positive change for a new economy,” said Sherrif Karamat, president and CEO of PCMA and CEMA. “Now is the time to embark on this transformative journey to reimagine the future, inspire sustainable progress, and ignite a movement towards a more resilient tomorrow.”

Sherrif Karamat, PCMA

Why it matters: Convene 4 Climate participants will reimagine the future of business events through the lens of sustainability, be inspired by the potential for long-term profitability in harmony with environmental stewardship and join a global movement that is optimistic in the face of climate challenges.

Deeper dive: “Business events offer platforms for addressing complex issues, and they act as crucial catalysts for successfully merging sustainability and digitalization,” said SANCBE Co-Chairs Matthias Schultze, managing director, German Convention Bureau (GCB) and Eric Bakermans, director marketing meetings and conventions, Netherlands Board of Tourism & Conventions (NBTC). “Europe, as a hub for meetings and conferences, leads this twin transformation with initiatives such as the European Green Deal, offering not only a consistent strategic framework, but also avenues for practical solutions. To invigorate our collective mission, it is now vital to synchronize our efforts and, above all, find inspiration in one another.”

Interested participants can submit an expression of interest here.

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The Evolution of Event Swag: Insights from the 2024 Swag Report

lpsavas@tsnn.com — Wed, 17 Jul 2024 14:07:15 +0000

The Evolution of Event Swag: Insights from the 2024 Swag Report

July 17, 2024

Adrian Speyer

Adrian Speyer is an accomplished marketing and community leader, currently serving as the Vice President of Marketing & Community at CLI, an education and research community focused on empowering customer-centric professionals in their career development. Adrian has successfully collaborated with global brands such as Qualtrics, IBM, Acer, TeamViewer, D2L, Smartsheet, SmartRecruiter and TSIA to enhance their community programs. He is author of The Accidental Community Manager, a comprehensive guide for first-time B2B community builders.

With trade shows and events, almost every detail matters – including the choice of swag. Our curiosity about preferences and deciding factors drove us to gather data and understand this topic more deeply. To that end, we at CLI surveyed more than 250 professionals in North America and Europe to uncover trends and guide marketers in using their swag dollars wisely.

We’re happy to share some of the high-level results here. Overall, we are at a pivotal moment for event planners and marketers alike – where budgets are tight, and attendees are more demanding.

A Shift Towards Sustainability and Practicality

The results clearly showed a significant departure from traditional, often forgettable giveaways. Today’s professionals strongly prefer items that are not only practical but also environmentally friendly. This shift is not merely a trend but a reflection of attendees’ growing consciousness of sustainability and usefulness in the items they receive.

Easily far and away, the safest item to offer event attendees is quality notebooks (which we recommend are made from recycled materials). These items are appreciated for their utility and alignment with the values of a socially responsible audience.

Surprising to some of us who attend lots of events, the interest in clothing items, such as t-shirts and socks, ranks high. Some may complain that they have a ton of these items, but we must remember that it’s not about us so much as about the attendees. This was also a clear takeaway – to remind ourselves to separate our opinions from our preferences and cater to what our attending audience wants.

But that’s not all; there are other considerations at play – maybe not historically considered. For example, we uncovered slight regional variations that revealed how cultural and regional dynamics influence swag preferences. For example, here are the differences between Europe and North America:

Significant shifts also occurred depending on seniority, gender and industry. Each of these will impact what is on your table for attendees, so consider not placing all your eggs in the basket of offering one item only. It was also clear from our research that people expect swag and are concerned about the environment. Donations to charitable causes threaded the needle of keeping everyone happy.

The most important thing we learned is that knowing your event audience demographics will be the most significant determinant of whether you’ll be stuck shipping boxes back to the office or begging folks to take a case of hand sanitizer home with them in their luggage.

We hope you enjoyed these higher-level findings, and if you’re interested in receiving the full report, as well as numerous other research reports and educational resources exclusive to our premium CLI members, you can learn more here.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!

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31-Show Deal By Marketplace Events Marks Historic Expansion in Canada

lpsavas@tsnn.com — Wed, 17 Jul 2024 13:14:13 +0000

31-Show Deal By Marketplace Events Marks Historic Expansion in Canada

July 17, 2024

Lisa Plummer Savas

Marketplace Events (MPE)—an independent producer of nearly 70 home and garden shows, 18 sport and outdoor shows, 16 holiday shows and 10 regional trade shows in North America—recently expanded its business in Canada with the acquisition of 31 events from Master Promotions, Ltd., elevating its total trade and consumer show portfolio to 111 events, which includes 66 in the U.S. and 45 in Canada.

The 31-show deal—which includes 14 sport/outdoor shows, seven home shows and 10 trade events owned by one of Canada’s largest independent trade and consumer event management companies—marks MPE’s largest acquisition in its history. The 111 events in 53 markets currently attract 30,000 exhibitors, 2.5 million attendees and another 5 million unique web visitors each year.

All staff currently associated with the 31 shows will become MPE employees and continue in their current roles, according to company officials.

Insight from MPE CEO

“We’re absolutely thrilled about this acquisition,” said MPE CEO Mark White, who was promoted to the CEO role in May after working at the company since 2008. “It’s a monumental step for us, bringing 31 incredible shows and expanding our presence into 15 new Canadian markets and Alaska. This deal not only increases our portfolio but also strengthens our ability to deliver top-notch events across North America.”

Mark White, CEO, Marketplace Events

He continued, “We’re excited to welcome the talented teams from these shows into the MPE family. We will continue to grow these dynamic events, providing exceptional experiences for exhibitors and attendees alike, and driving success in each local market.”

Expanding Its Home Show Portfolio

The acquisition includes seven home shows, including PEI Provincial Home Show; Saint John Home Show; Spring Ideal Home Show, Fredericton Home Show; Pictou County Home & Outdoor Show; Truro Home & Outdoor Show; and Edmundston Home & Outdoor Show—all in new markets for the company.

MPE already boasts a strong presence throughout Canada in the consumer home show sector, operating 15 market-leading home shows in Montreal, Ottawa, Vancouver, Calgary, Edmonton and Winnipeg.

Making Moves in the Sport/Outdoor Consumer Sector

The 14 acquired sport/outdoor shows, which includes 13 Canadian shows and one U.S. event, are the Halifax RV Show & Sale; Saint-Hyacinthe Outdoor, Hunting, Fishing & Camping Show; Halifax International Boat Show; Ottawa Boat & Outdoor Show; Calgary Boat & Outdoors Show; Motorcycle Powersport Atlantic; BC Sportsmen’s Show; Moncton RV Show & Sale; Toronto Sportsmen’s Show; Edmonton Boat & Sportsmen’s Show; Quebec City Outdoor, Hunting, Fishing & Camping Show; Moncton Boat & Sportsmen Show; Southern Alberta Outdoors Show; and the Great Alaska Sportsman Show in Anchorage.

Edmonton Boat & Sportsmen’s Show

The massive acquisition follows MPE’s announcement in March that it was entering the sport/outdoor category with their purchase of four U.S. events from O’Loughlin Trade Shows (OTS), a premier consumer event producer in the Pacific Northwest.

B2C Producer Ventures Back Into B2B sector

The deal also includes 10 trade events in the heavy equipment, fisheries, forestry and technology sectors. These include Eastern Canadian Fisheries Exposition; Expo Grands Travaux; Atlantic Truck Show; Canada North Resources Expo; Atlantic Heavy Equipment Show; Fish Canada Workboat Canada; International Potato Technology Expo; MEET Show; National Heavy Equipment Show; and North Atlantic Fish & Workboat Show.

While MPE has primarily operated business-to-consumer shows, the company operated a trade show in the motorcycle category that it eventually sold, according to MPE officials.

“We are excited for the opportunity to re-enter the trade show category,” White added.

Buying the 50-year old business

Master Promotions President Wendell Howes said he was pleased to deliver the 31 shows into the experienced and talented hands of MPE.

“Over the last 50 years, we’ve built a strong brand across Canada with the help of our dedicated and skilled staff,” Howes said. “I’m really happy that MPE will continue with these amazing people, and I believe only great things can happen with this portfolio of events. Now is the perfect time to hand this business over to North America’s leading show producer. I’ve seen how they’ve grown their other acquisitions, and I’m confident in the future of these shows in their capable hands.”

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!