Presentations to the Joint Meetings Industry Council Conference on the Value of Meetings
Paris, May 14-15, 2015
Section I: Creating Context: why value measurement is critical to future industry development
1. Prof. Mary O’Kane, Chief Scientist | Government of New South Wales: An overview by a senior government advisor of how governments use performance data in policy and investment decisions and why the Meetings Industry has a unique range of benefits to communicate.
Q&A with Mary O'Kane
2. Isabel Bardinet, CEO | European Society of Cardiology: What outcomes are measured by ESC and why do they do this. Illustrated a significant depth of data being collected with potential to be re-purposed for meetings industry advocacy.
3. Tracy Halliwell, Director | London Convention Bureau & Major Events - London & Partners: Developing a citywide strategy utilising “beyond tourism” measures and objectives and linking directly with economic development initiatives and agencies.
4. Lyn Lewis-Smith, President Australian Association of Convention Bureaux and CEO Business Events Sydney: Outlining how Australian DMO’s use the full value of meetings arguments to achieve advocacy objectives with various levels of government.
5. Prof. Leo Jago, Professor of Hospitality and Events, Faculty of Business, Economics and Law | School of Hospitality and Tourism Management, University of Surrey: A leading academic behind the creation of UNWTO’s standard model for measuring national economic impact of meetings discussed the concept: “Not everything that counts can be counted”, arguing for the need for better case studies and stories rather than relying solely on quantitative results.
Section II: Case Studies in Advanced Value Measurement: examples of work done to date on developing models and metrics for “beyond spending” valuation
6. Dr. Deborah Edwards, Higher Degree Research Coordinator and Dr. Carmel Foley, Senior Lecturer | UTS Business School: Overview of longitudinal (over extended timeframes) studies being used to measure long-term outcomes from international association meetings in a number of countries (UTS is the leading institution in this relatively new field).
7. Michael Gehrish, President & CEO | DMAI and David Goodger, Director, Europe & Middle East | Tourism Economics (an Oxford Economics company): Overview of their DestinationNEXT and Economic Impact Calculator models. The latter is available for any city to make use of rather than simply DMAI members, which makes it a potentially valuable tool for broader use.
8. Fabien Grobon, Managing Director | AllTech FEI World equestrian games™ 2014: Case study on how to design an event to deliver 15 years of value to the host community and embodying community and social values as well as those associated with economic development.
9. Karen Kotowski, CEO | CIC: How the “Meetings Mean Business” advocacy theme was used in a tactical project to encourage attendance at meetings by Federal employees in the USA.
10. Julie Winram-Jang, Managing Partner, Sentis Market Research Inc.: This market research company outlined case studies for measuring the value of broader community and consequent business transactions arising from events including the Vancouver Winter Olympics and the Global Petroleum Show, a repeat exhibition in Calgary.
Section III: Available Data Sources and Applicability: existing and planned industry data and research collection with potential application to value measurement
11. Rochelle Turner, Head of Research | WTTC: An overview of how WTTC uses in-depth travel data to advance its advocacy agenda.
12. Christian Druart, Research Manager | UFI: A country-by-country overview of what is being measured regarding both the immediate and longer-term impacts of exhibitions.
13. Marco van Itterzon, Director Research | ICCA: Using statistics for advocacy objectives; how ICCA statistics are obtained, what they cover, and how they differ from UIA’s data.
14. Nancy Carfrae, Round Table Coordinator | UIA: Overview of UIA statistical programs, including subject areas and methodologies.
These sessions were followed by a workshop entitled Where From Here? consisting of group discussions and development of recommendations for the advancement of value measurement. There were two components;
Workshop 1: What are the most promising directions?
Workshop 2: How can these directions best be pursued?
The results of these workshops are outlined in the summary and media release distributed post-conference.