Convene On Site: PCMA Masters Series

Great conversations begin with great questions, and yesterday's PCMA Masters Series program at the Walter E. Washington Convention Center in Washington, D.C., kicked off with 10 of them. Presenters Jeff Leitner and Bryan Campen cut right to the heart of the topic -- "The Bold New World of Convention Exhibits and Trade Shows." Leitner, founder and dean of Insight Labs, which "deconstruct[s] things for a living, and then we reconstruct them," told the more than 200 attendees: "This is a conversation about 2016, and the bad news is that no one knows what is coming in 2016. ... But we have to try, because your companies and clients all depend on you to have a sense of what's coming so you can help prepare them for it."

Why do we need to have this conversation? "To get people to realize that the future" is much closer than it used to be, said Campen, social media director for Manifest Digital, which is conducting the Future Meet project (co-sponsored by PCMA). "The future is actually crashing into us at this point."

Pulling All The Triggers

Sally Hogshead

In Fascinate: Your 7 Triggers to Persuasion and Captivation, brand consultant Sally Hogshead examines the meaning and mechanics of fascination, and offers seven ways for individuals and organizations to increase and improve upon their ability to get attention and keep it, as well as to influence others.

            Hogshead’s book is the result of multidisciplinary research, but fascination, it turns out, is as much art as science  — to be most effective, you have to know how and when to use the triggers. And it is generally best, Hogshead advises, not to use all the triggers at one time.

But there are exceptions, including when Hogshead is speaking and wants to prove her points. When I interviewed Hogshead for the November issue of Convene, she employed me how she uses all seven triggers when she speaks. It's also a sneak preview: Hogshead will speak Jan. 9 at Convening Leaders in San Diego.

1. Passion. “It is very important for the audience to feel that they are bonding with  me from the second I walk out on stage, I want them to feel like we are  we are doing this together.”

2. Trust: “As soon as I walk out there, [the audience] knows I am a leader in my field, they already know I have done a tremendous amount of research. Trust is not something I can build on stage, trust is something that can be built through experience and repeated exposure. I make sure that audience knows that everything I am saying is not  my opinion, but is backed up by research.”

<--!more-->3. Prestige: Every aspect of my keynote is polished to a perfect degree, my slides have all been developed by award-winning designers. I make sure that every piece of the experience, from the way I am introduced, to the way my  materials are handed out gives a very high-end experience for the audience.

4. Power. “When I speak, I am in command and control of what I am talking about . That helps {the audience] understand that this is a message that they absolutely need to hear — that this is urgent."

5. Alarm: "I used the alarm trigger to explain what happens if people don’t fascinate. I want them to really understand that it used to be okay to not fascinate ... but today there is too much competition. I use the alarm trigger to get people really plugged into the problem. I need them to be a bit uncomfortable hearing my speech, so I can give them the solution and so they understand that there is a lot at stake here."

6. Rebellion: "This trigger is one of my favorites. Rebellion is about creativity and surprise. While I am talking, I love to give the audience either a surprise or do something in a completely innovative way. I love walking out into the audience and asking people to join me on stage for an exercise  or challenging the audience in a way they didn’t expect … I love pushing the boundaries of how a speech would normally go."

Mystique: "When an audience is curious, they want to know more. I give them enough information to understand the insight. But I don’t want to spell everything out to the nth degree."

Find this fascinating? You're in luck: Hogshead is speaking on Jan. 9, 2012 at PCMA Convening Leaders.  You can also take "brand personality" test on Hogshead website to find out your our natural strengths and how to use them. 

What's Green and 86 Stories Tall?

Photography by Daniel Schwen

One of New York City's most iconic buildings has now become one of its greenest: the 80-year-old Empire State Building has been awarded LEED-Gold for Existing Buildings certification from the U.S. Green Building Council.

But it's also serving as a example for other large and drafty old buildings: the strategies used in the project, which will reduce the building's energy use by 38 percent and save $4.4 million in energy costs annually, have been published as an open-source model so that the results can be replicated in other buildings.

Although the project will reduce greenhouse gases, that wasn't the primary motivation of the building owners. With the help of the Clinton Climate Initiative, they put together an engineering dream team and set out to either prove or disprove the cost-effectiveness of energy retrofits, according to a white paper about the Empire State Building's sustainability program.

The results were definitive: The retrofit will pay back the costs of the project in just three years, making the Empire State Building one of the largest and splashiest examples around of the economic viability of sustainability, even for old buildings.

Information about the project, including the analytical model and specific money-saving projects can be found on the website, esbsustainability.com, created by another of the project partners, the Rocky Mountain Institute.

Wonder what convention center might be up for a similar project?

Extra, Extra!: Convene Newsstand

Surely most of you read a couple of weeks ago (either with horror or amusement — or more likely a mixture of both) about the now-infamous $16 muffin at a recent Justice Department meeting at the Capitol Hilton in Washington, D.C. Well, the ombudsman for the Washington Post, which brought the Justice Department inspector general's report that cited the costly pastry to the public's attention, recently revisited the issue, and determined that the reporting wasn't entirely accurate.

Patrick B. Pexton, the newspaper's ombudsman, writes: "[A]s a journalist, my instinct tells me that the muffin story was just a bit too good to be true."

That Awkward Stage

Photograph courtesy USDA

As we lurch forward into the digitally enhanced future in the meetings industry, I keep thinking about a long-ago afternoon when I was working at one of my first jobs, for a magazine published by a state tourism department.

Desktop computers were still rare, and a few of us had gathered in front of a computer to take a  look at something then brand-new: a website created by another state tourism department.

The site itself didn't make a big impression on me, but this did: The state's governor had recorded a  personal invitation to visit, which we could listen to only after many long minutes spent downloading an audio file via dial-up access. As I recall, it took longer to download the short message than it did to listen to it. The whole experience was so underwhelming, that we just laughed and went back to work.

Nobody would say now that it is a bad idea to promote destinations on the Web. But initially the  technology—  as well as knowledge about how to use it well —had not yet caught up with the vision for its potential.

I sometimes think of that afternoon now, when I encounter an awkward or frustrating digital meeting platform. Not many are as clunky as that first destination website I saw, but it helps to remember that the individual experience that I am having isn't a reliable reflection of the potential of the medium. 

And if you want to do something new, you sometimes have to just keep going through the awkward stages.

Convene Reads: Life Itself

One of the fascinating things about this industry is that it's seemingly impossible to find its boundaries; there's always another epic, high-profile conference that's gone on for years but that somehow you've never heard of. Such as the Conference on World Affairs, which is the subject of an entire chapter in Roger Ebert's warm, generous new memoir, Life Itself:

For sixty-six years, this annual meeting at the University of Colorado has persuaded a very mixed bag of people to travel to Boulder at their own expense, appear with one another on panels not of their choosing, lodge with local hosts who volunteer their spare rooms, speak spontaneously on topics they learn about only after they arrive, be driven around town by volunteers, be fed at lunch by the university and in the evening by such as the chairman, Jane Butcher, in her own home. For years the conference founder Howard Higman personally cooked roast beef on Tuesday night. The hundreds of panels, demonstrations, concerts, polemics, poetry readings, political discussions, and performances are and always have been free and open to the public.

This reminds me of two things: the cover story in our January 2011 issue, which was all about "big-tent, big-idea conferences"; and the One on One interview with TED founder Richard Saul Wurman in this month's issue, in which Wurman discusses the importance of operating outside your comfort zone, because "you don't get your best work when you pursue comfort." That seems to be the approach that the big-tent, big-idea Conference on World Affairs inflicts on its speakers, and it resonated strongly enough with Roger Ebert that he attended -- and spoke there -- for 40 years.

A Turning Point for Hybrid Meetings?

The conversation about digital events is making a U-turn, we report in the September issue of Convene.

Instead of fearing that digital extensions will take attendees away from face-to-face events, meeting organizers are beginning to appreciate the ways in which they can bring more awareness -- and ultimately more attendees -- to meetings.

There's a similar shift toward hybrid in  higher education, where educators have long debated the effectiveness of online classes vs. traditional classes. A recent study by the Community College Research Center at Columbia University shows that students complete online-only classes as a lower rate than students enrolled in traditional classes.

However, the same study reports that students enrolled in hybrid classes, which mix online and classroom instruction, complete classes at nearly the same levels as students  in traditional classes.

The study focused on community college instruction, but elite universities also are experimenting with hybrid models. This fall, students enrolled in an introductory sociology class at New York University will watch lectures online and then use classtime for  discussion, the Village Voice reports. (Convene columnist Jeffrey Cufaude wrote about a similar model last December.)

Lesson learned: As part of an overall strategy, digital content is a tool, not a threat. Instead of online vs. face- to-face, the new question is, "How do we leverage the strengths of each?"

Extra, Extra!: Convene Newsstand

Welcome back to Extra, Extra!, the Convene blog's semi-weekly news supplement.  So what's news?

IMEX America, scheduled for this coming Oct. 11–13 at the Sands Expo in Las Vegas, has released its full-show preview. Highlights include 1,800 exhibitors and 2,000 hosted buyers. A fifth of the total space at the show will be occupied by European destinations, including Croatia — which, Convene read elsewhere on the Internet, just founded the new Croatian Meeting Professionals Association (CMPA).

In a pair of news items from IAEE, the International Association of Exhibitions and Events, the association has partnered with Prometric "to develop the exhibitions and events industry’s first definition of core competencies in the exhibition management field." Sounds interesting! IAEE President Steven Hacker, CAE, FSAE (who recently announced that he would be stepping down from his position this month, after 21 years with IAEE), said, "This unprecedented initiative ... will provide thousands of exhibitions and events industry professionals a standard for their chosen careers."

Meeting in E-stonia

Wireless sign in Estonia; photograph by Knoerz

Estonia? Really?

That thought crossed my mind last spring, when I overheard IMEX attendees discussing the virtues of the former Soviet bloc country as a meeting destination.

Most of what I knew then about the Baltic country was by way of a former colleague, who spent part of her childhood in Estonia. Lisa talked often about the beauty of Estonia's capital, Tallinn, but also regaled me with stories of her relative deprivation. (For glitter, Lisa told me, her mother saved broken Christmas ornaments and crushed them into shiny bits.)

So how did Estonia become the talk of the IMEX shuttle bus? 
One answer: Wi-Fi. 

Estonia, a country that is slightly smaller than New Hampshire and Vermont combined, is blanketed in free wireless Internet access. Much of that is due to the work of Veljo Haamer, who founded the nonprofit association WiFi.ee to promote free Wi-Fi access after visiting free Wi-Fi-enabled Bryant Park in New York City.

The successful wiring of Estonia has put it in the digital vanguard -- it was the first country to offer Internet voting to its citizens and gave the world Skype. And it's made it a growing hotspot for IT-related meetings.

Wi-Fi is not just an issue at tech industry conferences, of course. Increasingly, free Wi-Fi is seen by attendees as a necessity, not a frill.  But among the biggest challenges reported by the meeting planners surveyed by Convene for our September issue, was the "atrocious" cost of providing Internet services to attendees. Only 37 percent of respondents said that their organizations provided free Wi-Fi to their attendees at their meetings.

The question of who pays for Internet access is a thorny one. But Estonia offers one clear lesson: Free public Wi-Fi is possible.

About Those $16 Muffins ...

Three years ago it was the AIG Effect. Today it's called Muffingate. Literally today -- with a new report from the U.S. Department of Justice's inspector general decrying "wasteful or extravagant spending" at DOJ conferences, splashed on the front page of this morning's Washington Post. ("Muffingate" comes from a CBS News report on the same topic. Funny!)

Titled "Audit of Department of Justice Conference Planning and Food and Beverage Costs," the report offers an audit of Department of Justice conference planning and food and beverage costs for 10 meetings that DOJ held between October 2007 and September 2009. It follows up on a similar review conducted in September 2007, which found that "DOJ had few internal controls to limit the expense of conference planning and food and beverage costs at DOJ conferences," and which issued 14 recommendations to help "implement stronger oversight of conference expenditures." The new report finds that, as far as the inspector general is concerned, nothing much has changed. Two headline-ready takeways: