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Where You Meet Matters - EMA 2019

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Where You Meet Matters - EMA 2019

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Founder, Vice President and General Manager of Social Tables, Dan Berger, takes you through the latest trends in destination sourcing and event planning. Take a look for the tools you need to deliver exceptional experiences to attendees in 2019 and beyond.

Founder, Vice President and General Manager of Social Tables, Dan Berger, takes you through the latest trends in destination sourcing and event planning. Take a look for the tools you need to deliver exceptional experiences to attendees in 2019 and beyond.

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Where You Meet Matters - EMA 2019

  1. 1. @danberger | @socialtables | #elitemeetings Where You Meet Matters Eden Roc Miami Beach September 16-17, 2019 Dan Berger VP & GM Cvent | Social Tables
  2. 2. @danberger | @socialtables | #elitemeetings Believer. Supplier. Planner. Participant.
  3. 3. @danberger | @socialtables | #elitemeetings About Social Tables Founded in 2011 50% of Full Service Hotels 94% annual hotel retention rate Over 100,000 events per month 100,000 total users per year 2% increase in F&B profits among customers Acquired by Cvent one year ago
  4. 4. @danberger | @socialtables | #elitemeetings Today’s Agenda • Why Does Destination Matter? • What Role Does the Location Play in Meeting Design? • What Makes a City “the City”? • Choosing the Venue With Purpose in Mind • A Fresh Framework for Thinking About Destinations • Creating the Space That Brings Objectives to Life • Future Trends That will Impact Selection
  5. 5. @danberger | @socialtables | #elitemeetings Destination Groundwork @danberger | @socialtables | #elitemeetings
  6. 6. @danberger | @socialtables | #elitemeetings The Destination Construct: 3 Components IACC Meeting Room of the Future 2019 Report • Location – Where the meeting takes place // the zip code • Venue – The hotel or property the meeting is in • Space – The function space(s) within the property for the meeting
  7. 7. @danberger | @socialtables | #elitemeetings Why does the destination matter? @danberger | @socialtables | #elitemeetings As we try to create experiences, the destination and venue are the most important elements that are in a planner’s control. ● Location. The city can set the stage for the meeting’s message ● Location. Its climate can lift attendee spirits. ● Venue. A modern, airy, and bright venue can impact attendee moods. ● Venue Fresh and healthy F&B can increase an event’s energy. ● Space. How the space is set up impacts networking and spontaneous interaction.
  8. 8. @danberger | @socialtables | #elitemeetings What are attendees saying? IACC Meeting Room of the Future 2019 Report 1. Interactive technology (#venue) 2. Flexible meeting space (#space) 3. Session proximity (#venue) 4. Learning local culture (#location) 5. F&B (#venue) 6. Access to local experiences (#location) 7. Team building activities (#location) Summary: #destination = 3, #venue = 3, #space = 1
  9. 9. @danberger | @socialtables | #elitemeetings A thought-out selection process Purposeful meetings can’t happen without a purposeful destination, which requires a thought out selection process. Planners: the venue and its function space are critical for learning, productivity, motivation, etc. IACC Meeting Room of the Future 2019 Report
  10. 10. @danberger | @socialtables | #elitemeetings Meeting Design: The Tangibles & Intangibles @danberger | @socialtables | #elitemeetings INTANGIBLE Elements a planner can influence but not fully control. ● Attendees ● Speakers ● Content ● P2P interaction ● Energy TANGIBLE Elements of the meeting that a planner can directly control. ● The location ● The venue ● Room setup & decor ● F&B ● Audio/Visual The tangible “stuff” can have a disproportionate effect on the intangibles
  11. 11. @danberger | @socialtables | #elitemeetings Destination Component #1: Location @danberger | @socialtables | #elitemeetings
  12. 12. @danberger | @socialtables | #elitemeetings The destination is the meeting’s linchpin Meetings that think about all elements are purposeful meetings. The destination sets the stage for our purposeful meeting that has the potential of becoming a memorable experience.
  13. 13. @danberger | @socialtables | #elitemeetings All memories start with a place Meeting design aims to create memorable experiences. “I would never be able to do x if I weren’t... • at this point in my life.” • at this exact time.” • with these people.” • here, in this place.”
  14. 14. @danberger | @socialtables | #elitemeetings The city is the perfect content backdrop @danberger | @socialtables | #elitemeetings City Message Boston Revolution Detroit Revival Austin Authenticity Philadelphia Independence City Expertise NYC Finance DC Advocacy Las Vegas Hospitality San Francisco Innovation
  15. 15. @danberger | @socialtables | #elitemeetings The cities themselves drive attendance Source: Experience Institute Decision to Attend Study The meeting’s location drives attendance, especially for non-frequent attendees. For those who never or occasionally attend, it’s an even bigger part of the decision. Importance of Destination / Location by attendance frequency
  16. 16. @danberger | @socialtables | #elitemeetings The city can be a barrier to entry @danberger | @socialtables | #elitemeetings Lack of destination appeal is the 5th highest barrier to attendance amongst meetings attendees (after costs, budget, PTO, and timing). Source: Experience Institute Decision to Attend Study
  17. 17. @danberger | @socialtables | #elitemeetings Local culture is key for international planners @danberger | @socialtables | #elitemeetings 93% of international event planners say a destination’s cultural highlights are an important part of choosing where they host meetings and events.
  18. 18. @danberger | @socialtables | #elitemeetings Attendees want to get out of the building @danberger | @socialtables | #elitemeetings Driven by a millennial mindset, attendees want to get out of the venue and explore their host cities. What percentage of convention/exhibition attendees are likely to get out and about in town during their stay at a destination? Source: Experience Institute Decision to Attend Study
  19. 19. @danberger | @socialtables | #elitemeetings Midsized cities are making outsized moves. @danberger | @socialtables | #elitemeetings Cities like Nashville, Phoenix, and Denver are investing in infrastructure and leveraging unique local assets to differentiate themselves and woo planners.
  20. 20. @danberger | @socialtables | #elitemeetings Midsized cities are more approachable. @danberger | @socialtables | #elitemeetings Smaller markets represent the authentic and the unexpected. Secondary and tertiary citiescan offer world- class meeting facilities and appealing local experiences — all at a lower cost than first- tier cities.
  21. 21. @danberger | @socialtables | #elitemeetings Leverage local knowledge economies to boost the content and credibility of the event. Cleveland, for example, is bringing together experts from local healthcare companies, scientific research institutions, and the startup community to reinvent the city as a desirable location for medical conferences. Knowledge economies may be attractive to some planners @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings
  22. 22. @danberger | @socialtables | #elitemeetings The right place can leave a lasting legacy @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings At the 2017 Alzheimer’s Association International Conference, the organization worked with London & Partners to turn the 6,000 LED lights of the London Eye purple in honor of Alzheimer’s care and research.
  23. 23. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Destination Component #2: Venue
  24. 24. @danberger | @socialtables | #elitemeetings Choosing the purposeful venue @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings What makes a venue the right “place” for planners? Source: The Site Visit Revisited Survey
  25. 25. @danberger | @socialtables | #elitemeetings The key elements of choosing a space are shifting. As elements like WiFi and A/V become more standardized in quality, planners are looking to new elements and focusing on diversifying the space. The key elements of choosing a space are shifting @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetingsIACC Meeting Room of the Future 2019 Report
  26. 26. @danberger | @socialtables | #elitemeetings EVERYTHING is an event space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Hotel infrastructure is becoming less important in destination selection, as non-traditional spaces (and demand for those spaces) continue to increase.
  27. 27. @danberger | @socialtables | #elitemeetings Venue Venues @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Don’t be afraid to add the “S” By using new venue sourcing engines planners are able to find spaces near the headquarter hotel and get attendees out of the four walls of the ballroom.
  28. 28. @danberger | @socialtables | #elitemeetings Look for venues that break down walls @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Literally and figuratively. “Spaces designed to promote engagement increase the likelihood of collisions... More collisions create positive outcomes.” -Harvard Business Review Image: C2 Montreal
  29. 29. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Destination Component #3: Space
  30. 30. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings The Old Way: Classroom The New Way: Learning Pods Ditch traditional seating layouts for objective-based design.
  31. 31. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Turn expectations upside-down to create new outcomes. The Old Way: High Boys (Standing) The New Way: Parisian Cafe Style (Sitting)
  32. 32. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Make one space feel like many.
  33. 33. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Let attendees create their own space Pop-up offices let attendees create their own environment, making for a very user-driven experience.
  34. 34. @danberger | @socialtables | #elitemeetings Creating a purposeful space @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Map it all out with event technology. ● Help vendors and exhibitors visualize the space pre-event ● Share diagrams before the event so attendees can plan their experiences ● Collaborative diagramming tools allow properties and planners to work through the layout together
  35. 35. @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings A Framework for Purposeful Destinations
  36. 36. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings It’s time to add a fourth dimension to an age-old equation. Rates Dates Space PLACE
  37. 37. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Place is more than just a physical destination. It’s everything that makes that destination unique. Culture People Diversity Innovation Perception Aesthetic Authenticity Growth History Knowledge economy Legacy Ideals Values
  38. 38. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings The search for place ALWAYS starts with the objective. @danberger | @socialtables | #elitemeetings WHERE Which destination will best bring all of these W’s to life? CITY VENUE SPACE WHAT The desired outcome of successful event looks like… WHY The overall purpose of having this event is… WHO Who are the people who should attend? WHEN What is the desired timeframe for this event?
  39. 39. @danberger | @socialtables | #elitemeetings Purposeful identification @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings EachoccasionhasitsownsetofW’s Source: Marriott’s Meeting Imagined
  40. 40. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Local leisure activities that allow for bonding • A warm, sunny climate that encourages good vibes • Feels like a reward and allows attendees to get away • An affordable destination for SOs Celebrate VENUE • Lots of natural light • Doesn’t feel too professional or like a workspace • Represents a direct relationship to what’s being celebrated (e.g. innovation awards at a high-tech theatre)
  41. 41. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Known for decisions that have shaped major outcomes • Represents innovation or progress from forward thinkers • Is the home of a major intellectual hub for the industry-at- hand • A city with an attitude/confidence Decide VENUE • Remote and distraction-free • Inspires focus on the task at hand and minimizes distraction • Has spaces that can create intimate and inclusive environments
  42. 42. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Allows easy access to industry-specific speakers and knowledge (“knowledge hub”) • Is at the forefront of the industry or topic at hand • Has a legacy of educational excellence Educate VENUE • Provides flexibility of setup to create a unique educational experience • Provides breakout rooms for further discussion • Has enough space for mental breaks
  43. 43. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Is at the forefront of the industry or topic at hand • Shows beginnings of major innovation but still early • Is emblematic of new beginnings and ways of thinking • Connects to what you’re trying to create Ideate VENUE • Will likely be a small space but shouldn’t feel stifling • Is innovative enough to inspire ideation • Is unique enough to encourage out-of-the-box thinking
  44. 44. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Is appealing enough to promote travel to the city • Includes opportunity for a variety of authentic experiences that can be enjoyed in groups • Encourages people to stay out of their rooms where they will be isolated Network VENUE • Includes plenty of common space for co-mingling and collision • Is a conversation-starter • Allows opportunity to personalize elements/spaces where similar personas can connect based on preference
  45. 45. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Ties back to the organization or purpose at hand • Gives the working team the opportunity to bond/relax in off hours • Encourages people to stay out of their rooms where they will be isolated Produce VENUE • Feels closed off from distraction or judgement • Inspires focus on the task at hand and minimizes distraction • Lots of natural light; colorful interiors; modern • Adaptable to the desired workshop
  46. 46. @danberger | @socialtables | #elitemeetings How do you choose a ‘purposeful’ destination? @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings CITY • Draws in/incentivizes sponsors • Has a media presence that will extend reach • Feels as fresh as the product or release being promoted • Directly benefits from the product or release Promote VENUE • Includes space for exhibition and/or demonstration • Large screens + state-of-the-art AV • Modern or newly renovated • Promotes sharing on social media
  47. 47. @danberger | @socialtables | #elitemeetings The future of Purposeful Selection @danberger | @socialtables | #elitemeetings
  48. 48. @danberger | @socialtables | #elitemeetings Convenience creates more opportunity for creativity @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Home sharing and self-driving cars will open up mid-size cities to more and more events by making convenience and room blocks less of a factor.
  49. 49. @danberger | @socialtables | #elitemeetings The future of destination selection @danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings@danberger | @socialtables | #elitemeetings Control over event scheduling could move away from the organizer... Would attendees decide a meeting’s destination? Or perhaps an algorithm?
  50. 50. @danberger | @socialtables | #elitemeetings Where You Meet Matters Eden Roc Miami Beach September 16-17, 2019 Dan Berger VP & GM Cvent | Social Tables

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