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- 2012 CONFERENCE
- EDUCATION
- TUESDAY, FEBRUARY 28
TUESDAY, FEBRUARY 28
7:30am – 8:45am
ES-250
Key Trends Driving Corporate And Private Event Decision Makers
Dave Calzaretta
President
Magnificent Events, Ltd., Plainfield, IL
Nancy Hays
President
Nancy Hays Entertainment, Plainfield, IL
During the next two years, several key factors will drive corporate and private event decisions made by the C Suite. To gain a proactive edge over competitors, event professionals will have to know and apply these emerging trends, talents and technologies. Bringing new ideas to clients instead of being reactionary will help your clients stay ahead and help you differentiate your business.
DELIVERABLES:
• List global trends and how they will drive your clients’ future business decisions.
• Discover new entertainment industry talents that will spark ideas to keep your future events fresh and on the cutting edge.
• Identify ways to educate your clients about trends and talents that they should know.
• Explore how to challenge conventional models and decision making in the event industry.
ES-251
A Question of Ethics
Robert Sivek, CSEP, CERP
COO
The Meetinghouse Companies, Chicago, IL
In this lively and interactive session attendees will be challenged to confront provocative ethical dilemmas…the audience will act as judge and jury. Will you make the right choice or the wrong choice? Is there an absolute right and wrong for each situation? Fasten your seat belt because this could be a very bumpy ride!
ES-252
Monsoon Weddings: A Recipe For Selling and
Planning Indian Weddings
Therese Cole-Hubbs
President/Creative Director
Electric Karma International, Houston, TX
Take one part Indian tradition, add another part Western influence, combine with the engaged couple and their families and allow to marinate over several days. Tadah! You now have some of the ingredients for a successful Indian wedding. Indian weddings are on the rise thanks to a new generation of American-born couples who want to infuse their weddings with elements of their region and religion. These multiple-day large events require a different method to sell, plan and implement. This information-packed session will give you the foundation for the right recipe to sell and plan Indian weddings.
DELIVERABLES:
• Describe the variety of events including engagement, mehndi, sangeet, baraat, ceremony and reception that are involved in an Indian wedding.
• Identify the process that involves the entire family in the interaction of sales and planning for an Indian wedding.
• Compare and contrast the designs and trends within these events and how to embed tradition within today’s increasingly contemporary Indian weddings.
9:00am – 10:15am
ES-253
Drape Your Event In The New Black-Content: Using Events As A Memorable Content Marketing Experience
Jeff Hurt
Director of Education and Engagement
Velvet Chainsaw, Dallas, TX
It's the power of story. Discover how to transform your event into a storytelling factory, engaging your prospects and customers in all the right channels with the right messages. A recent report showed that 9 out of 10 organizations market with content regardless of their size or industry. 62 percent of those B2B marketers use events as an important tactic in their marketing strategy. In fact, face-to-face events is the third most popular form of content marketing behind social media and articles. Discover how to position your event as a memorable content marketing experience.
DELIVERABLES:
• Define content marketing and how events fit into the content marketing mix.
• Identify five key components of effective use of events as content marketing.
• Discuss what attracts people to content.
• Explore what defines a rich content marketing event experience.
ES-254
Business Finance – the Story Behind the Numbers
**THIS 3-HOUR SESSION WILL BE LIMITED TO THE FIRST 100 ATTENDEES – ON A FIRST-SEATED BASIS
Darrell Mullis
Founder
Stratactics, Boulder, CO
Julia Mullis
Director
Stratactics, Boulder, CO
True or False? Profit is the most important item to daily operations of a business. What was your answer? Here is ours: FALSE. Cash is most important to daily operations. You can operate a company for quite a while without profits, but not one day without cash. Despite this fact, how to manage cash is one of the least understood principles of finance for most people.
Business Finance – the Story Behind the Numbers teaches the purpose, structure and relationships of three critical financial statements – the balance sheet, cash statement and income statement. We turn financials into a fun-filled physical activity for non-financial professionals who want to clear up long-standing misconceptions about the principles of finance.
Participants are guided to actually create the three statements for a metaphorical company using a series of typical day-to-day business transactions. The activity uses a game board and multi-colored game pieces that participants move onto and off the board to reflect changes created by each transaction. Each participant plays the role of CEO/CFO for this company to learn the basics of business and financial acumen.
DELIVERABLES:
• Demystifying financial statements.
• Understanding financial implications of your decisions.
• Accrual vs. cash accounting – keeping it consistent.
• Profit or cash – what’s the difference?
• Understanding the difference between expenses and cost of sales.
ES-255
Sponsor This! Creating Value Through Creative Sponsorship
Midori Connolly
CEO and Chief AVGirl
Pulse Staging and Events, Escondido, CA
Jessica Levin, CMP, MBA
President and Chief Connector
Seven Degrees Communications, LLC, Edison, NJ
A sponsorship is not a grant or donation, but a business investment by a financial shareholder. Potential sponsors are evaluating spending more closely than ever and only want to invest with events that will return the most value. No longer can a logo on a pen be the sole inspiration to open a potential sponsor’s checkbook – they want and need creative ways to justify their investment in your event! Expect a lot less lecture and a lot more “you” time as you work with teams of your peers to create more unique and effective sponsorship offerings. Inspired by a short lecture and examples of creative sponsorships, a facilitated exercise will have participants using the collective knowledge in the room to brainstorm new approaches to sponsorship. These ideas will be shared in an idea gallery for all to see. To add a competitive element, once the ideas have been created, individuals will walk through the idea gallery and vote on the best ideas. All participants will ultimately walk away with their own package of new sponsorship ideas plus one team will win a prize for the best idea. Post-event, ALL of the ideas captured at the session will be compiled and distributed to session attendees.
DELIVERABLES:
• How to creative innovative approaches to sponsorship.
• How to maximize revenues.
• Identify new vehicles for sponsorship delivery (i.e. mobile technology)
• What is working for the industry based on peer interactions.
• How to be a matchmaker of sponsorship.
10:30am – 11:45am
ES-256
Pick The Brain Of A Mega Event Producer: Ask & Learn
Branden Chapman
Executive In Charge Of Production/Chief Business Development Officer
The Recording Academy & GRAMMY Awards, Santa Monica, CA
Carleen Cappelletti
President
BOUNCE-AEG, Los Angeles, CA
Gary Levitt
Vice President
Sequoia Productions, Los Angeles, CA
Ever wanted to pick the brain of a producer of a mega event like the GRAMMY Awards? Now's your chance! Bring your questions to ask some of the entertainment industry’s leading event producers including the Golden Globe Awards, GRAMMY Awards, Oscar’s Governor’s Ball, Producers Guild of America Awards, White House events, star-studded movie premier parties, concerts, festivals and more. These producers will share their successes and failures, tips, trends and stories that can benefit even the most fickle clients and smallest of events. Don't miss this candid, open and frank discussion from some of the leaders in the industry.
DELIVERABLES:
• Discover ways to deliver elements of a mega event on a limited budget.
• Describe ways to adapt and incorporate concept and design examples from mega-events into your pitches and client’s events.
• Discuss the producers' views on what’s next, trends and the future of the event and production business.
• Examine how to survive or thrive in the new economy by landing new clients and keeping the ones you already have.
ES-257
BE Inspired!
Evan Carbotti
VP of Media Relations
Perfect Surroundings, Inc., Newport, RI
Jordan Carbotti
Director of Concept Design
Perfect Surroundings, Inc., Newport, RI
Throughout our amazing industry we all constantly turn to new people, places and things to discover new ideas and designs. In order to be inspirational, we need to BE inspired ourselves. Clients and guests connect to the designs that the designers themselves find meaningful. The goal of this session will be to share the many things that have breathed life into our events over the course of 30 years--from advertisements, magazines and media, to fashion, hotel lobbies and different cultures around the world. Join us for an honest look at our design process as well as what drives our work, and how it has been translated throughout decades of events. Numerous photos of events, renderings, design boards and other media will hopefully help you BE inspired on your continuing journey to inspire countless others!
DELIVERABLES:
• View hundreds of images of our events, including before and afters as well as original renderings.
• Share in our design process, from conceptualization, initial sketches, presentation boards and finished product.
• Discover how to creatively utilize the same space for completely different events, how to reuse design elements in numerous ways, and how to play the high-low game by combining eclectic and unique decor items.
• Obtain tangible information regarding our design/decor sources (websites, retailers, rental sources, antiques etc...)
• Gain insight into our design and operating philosophy--where it all comes from and what we ultimately set out to accomplish with our special events!
ES-258
Experience and Innovation as the New Value Drivers
Ian Scarth
Professor of Food and Beverages Strategy
Ecole hoteliere de Lausanne, Switzerland
To generate sales in today’s ever changing world of special events, catering and restaurants, companies must provide increased value to their clients. When selecting a service provider for a special event these days customers no longer focus on food and service alone. In this session, Ian reflects on how to bring more value to your clients by better understanding how we can manage innovation, the new value driver in today’s experience economy. Embracing the duel concept of customer experience and innovation will give you a competitive edge and deliver value to your customers. It is after all that extra value that will make clients return and sing your praises to others.
DELIVERABLES:
• An understanding of what drives value.
• The characteristics of innovation.
• To understand the process of innovation.
• How to apply innovation in events and hospitality.
4:00pm – 6:00pm
ES-259
Big Think: A Business Owner & CEO Workshop
For business owners and CEO’s of any event-related business.
Learn from and be inspired by your peers. This take-off on the traditional round-table discussion will allow you to share your experiences and learn from others in an environment productive to shared learning.
Everyone in the audience has something to share from their position of leadership. A moderator will guide the group through a set of challenging questions that will get you thinking big about our industry, your company and your position.
ES-260
Big Think: An Advanced Planner Workshop
For planners who have elevated themselves through number of years in the business or through their scope of work.
Learn from and be inspired by your peers. This take-off on the traditional round-table discussion will allow you to share your experiences and learn from others in an environment productive to shared learning.
Everyone in the audience has something to share from their years of experience. A moderator will guide the group through a set of challenging questions that will get you thinking big about our industry, your events and your role.
Speakers, sessions and schedule subject to change.
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