For the 2014 edition of its annual Springtime Expo, held May 15 at Washington, D.C.’s Walter E. Washington Convention Center, the American Society of Association Executives (ASAE) Center for Association Leadership chose “Inspiration in Full Bloom” for the show’s theme. This would prove especially apt, for in the day’s educational sessions and buyer-supplier networking on the expo floor, the buzz, analogous to bees pollinating flowers, was about bringing new ideas, strategies and ways of conducting the business of meetings to life.
Following a pre-conference meetings and event technology boot camp and CEM learning programs from IAEE the day before, the program began with a number of concurrent learning labs and deep-dive sessions addressing a range of action-oriented topics. After warming up on engagements that included maintaining sanity in the digital age, busting myths for green meeting skeptics and evolving from planner to producer, delegates streamed into the Expo Hall for the main event.
True to the show’s promise of “a year’s worth of business in one day,” the ensuing five hours provided the opportunity to connect with more than 450 exhibitors representing domestic and international meetings destinations, major hotel brands and industry suppliers.
Philadelphia’s booth was among the hot spots, enticing attendees with cheesesteak sandwiches right off the grill. Here, Julie Coker, senior vice president, convention division for the Philadelphia CVB, identified what she sees as a “top priority” for all bureaus.
“Understanding the customer, and being relevant to the customer’s needs, are essential in the post-downturn environment,” Coker said. “Better partnering with planners is the way forward.”
Valley Forge, Pa. is among the destinations that has examined its “relevancy” to the meetings marketplace and adjusted accordingly.
“Following a strategic planning process commenced last summer, we are readying to launch a phased rebranding which will expand on our traditional identity as a heritage destination while targeting broader visitor reach,” explained Bill Fitzgerald, president of the Valley Forge CVB.
With media-fueled misperceptions concerning the extent of local damage following Hurricane Sandy now all but faded from the rearview mirror, Atlantic City is also close to a major rebranding announcement related to sharpening its meetings and event focus.
Further canvassing of the show floor revealed a near across-the-board focus on strategic realignment, new investment and product enhancement, from major hotel growth in Austin, Texas, and the unprecedented transformation and evolution of the Las Vegas brand to the restoration of the granddaddy of all sporting venues, the Rose Bowl in Pasadena, Calif.
Up and down the hotel aisles, Hyatt, Marriott Omni and other major flags are all expanding and refining their reach and appeal to the meetings market, while plucky newcomers like Ontario’s Central Counties, spanning north of Toronto, exemplify new markets coming into the mix.
Where is the meetings industry overall headed? According to ASAE President and CEO John Graham, the outlook is bullish.
Stating that “we have much to celebrate this year” in his address at the closing general session, Graham referred to the Convention Industry Council-led “Economic Significance of Meetings to the U.S. Economy” report as evidence that meetings continue to gain momentum following the downturn.
Citing significant lifts in direct spending, tax revenue, job creation and contribution to the national GDP attributable to the meetings industry, he asked that industry members, as part of the larger association community, actively communicate these successes towards creating “the view of a collective industry working together” for even greater influence and impact.
Like the day itself, inspiring words for continuing blossoms.
