Industry groups band together to spread the word about the importance of face-to-face events.
The Convention Industry Council (CIC) and a team of industry-wide partners announced this week two projects intended to prove and promote the value of meetings in America.
The first is a study undertaken with PricewaterhouseCoopers (PWC) and modeled after the successful MPI Foundation Canada-sponsored study, "Meetings Activity in 2006: A Portrait of the Canadian Sector." Results are expected to be released in October, with interim reports possible.
The study will focus on three industry segments: meetings and incentives (without exhibitions), incentive travel, and exhibitions. It will explore both the direct and indirect economic significance of the industry and attempt to get clear understanding on the size of the industry. Six groups will be surveyed: association planners, corporate planners, attendees, exhibitors, venue management, and DMOs.
The project is supported by the American Society of Association Executives (ASAE), the Destination Travel Foundation, Meeting Professionals International (MPI), the Professional Convention Management Association (PCMA), the U.S. Travel Association, the International Special Events Society (ISES), the American Hotel and Lodging Association (AH&LA), Site and the Association of Destination Management Executives (ADME).
CIC also announced a grassroots campaign to promote the benefits of face-to-face meetings.
After Ypartnership interviewed key stakeholders in the meetings industry to ascertain their thoughts on the key benefits of meeting face-to-face, it was determined that the message distills down to: "Face Time. It Matters." A trade and consumer publicity campaign, trade association communications, industry partner communications and a promotional toolkit all are expected to launch next month.
In announcing the program Peter Yesawich, chairman and CEO of Ypartnership, cited a recent survey Ypartnership conducted, which indicated that 35 percent of respondents would plan fewer meetings in 2010 because of "image/publicity/public policy" considerations. That translates to an estimated $2.5 billion in lost economic impact.
The initiative is supported by ASAE, Destination Marketing Association International (DMAI), MPI, PCMA, ISES, Site, the International Association of Exhibitions and Events (IAEE) and the Center for Exhibition Industry Research (CEIR).
"We're responding to what we consider one of the most challenging years ever," said Deborah Sexton, president and CEO of PCMA. "We are united and we feel very strong about the outcome."
Added U.S. Travel Association President and CEO Roger Dow, "This is a great example of the industry moving forward together."