Blogs
Mar 30, 2022
Over the past couple of years, folks have become accustomed to a virtual world that allows them to work, learn and play from the comfort of their own homes. In order to get people out of their pajamas and onto a show floor, you have to offer more than just quality content. You must create an in-person experience that meets attendees halfway.
Success would mean marrying both the in-person aspect of networking and engaging at an event with the comfort and flexibility of being at home. Fortunately, there are several ways to achieve this union.
Create spaces that allow for choice. Consider… more
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Mar 23, 2022
As the leader of an event and experiential marketing agency, the beginning of the COVID-19 pandemic was one of, if not the, most challenging time for myself and our business—not only because we had to rethink our industry’s entire model of in-person events, but also because I had to make some incredibly difficult decisions regarding our employees. Namely, we faced the unfortunate reality that we needed to downsize and furlough a number of our team.
Those conversations were tough. We were letting go of people that had actively made Impact XM a leading agency in the industry and a company with… more
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Mar 16, 2022
According to the Harvard Business Review, 86% of business leaders surveyed claimed that artificial intelligence (AI) is becoming “mainstream technology” in their company, a leap that has largely been pushed by the pandemic as industries and consumers have been forced to adapt and change how they live and work.
The event industry is not immune to this change. Although some organizers had already been taking advantage of similar technologies for years prior to the pandemic, those that have been slower to adapt can no longer afford to ignore the digital revolution that has occurred as a… more
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Mar 09, 2022
We create 2.5 quintillion bytes of data globally—every single day. In this digital age, data is currency, with stored data growing five times faster than the world economy. As information changes hands faster than ever, event organizers must prioritize data security and legal compliance.
Virtual and hybrid events became a mainstay in 2020. A key ingredient contributing to their growth? The vast amounts of available data. However, data security remains all about trust. Those attending a hybrid or virtual event expect their information will be protected. A data breach leaking sensitive data… more
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Mar 02, 2022
Event organizers are taking the sustainability movement more seriously than ever before. That decision is good business. So is engaging with stakeholders.
In mid-April, the Events Industry Council is expected to release a refresh of its Sustainable Event Standards for the industry. Event organizers should take up the EIC SES, make meaningful changes now and be on the side of right.
As reported in the Wall Street Journal on January 18: “In his annual letter to CEOs, BlackRock CEO Larry Fink said executives need to express their values. ‘They don’t want to hear us, as CEOs, opine on every… more
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Feb 23, 2022
After nearly two years of COVID-19, and with the Omicron variant still spreading, there is a clear shared desire to move on. While there is currently no “going back” to the way things were in 2019 and before, as our habits, technologies and approaches have evolved across the industry, there is still an optimism that in-person events will come back on some level.
When looking at just three of the many live events that took place in January, there are a lot of takeaways to be found. For example, CES 2022 still occurred, despite a reduction in total attendees. We saw new innovations in booth… more
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Feb 16, 2022
An event organizer’s priority is everyone’s health and safety. The Delta and Omicron variants certainly raised concerns as they seemed to pop up overnight. The good news is that events, even large-scale trade shows, have been staging for well over a year now—successfully and safely.
Our good friends at Freeman and Epistemix commissioned a study last year and found that “risks of COVID-19 infection at events were as much as eight times less than the metro area where they were being held.” The study went further in stating, “In-person business event participants are more likely to be… more
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Feb 10, 2022
As we enter year three of a global pandemic that upends plans from one minute to the next, marketing events remain a highly challenging endeavor. We thought vaccines would bring us back to normal by 2022, but once again, we find ourselves resetting our expectations about event outcomes at this moment. Maybe we won’t see the pre-2020 crowds just yet, but they’re coming, and maybe we do need virtual aspects of our events as much as we value the in-person connections. So now, we ask ourselves as marketers in these constantly uncertain circumstances, how do we convince our audiences to move… more
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Feb 03, 2022
Long, long ago (2006) in an industry far, far away, Clive Humby, a British mathematician and data science entrepreneur, stated “Data is the new oil. It’s valuable, but if unrefined, it cannot really be used. It has to be changed into gas, plastic, chemicals, etc., to create a valuable entity that drives profitable activity; so data must be broken down, analyzed for it to have value.”
In today’s event-tech-centric world, it’s relatively easy to generate new data, but in my opinion, much harder to refine it into profitable assets that fuel your business. This is not dissimilar to oil itself.… more
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Feb 01, 2022
Throughout the COVID-19 pandemic, the event industry has seen a complete 180 in operations, with in-person events being forced to move to virtual in response to safety protocols. And now, hybrid events are catching on as a way to provide the best of both worlds. With these changes, event managers are turning to new tools and event software to ease the often quick transition and offer the best overall experience for their audiences.
New practices and technologies can introduce trial-and-error challenges that get in the way of creating the ultimate experience for audiences. Here are three… more
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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors.
TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders.
Lisa Messina, Chief Sales Officer, LVCVA
With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role?
Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”
These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.
Allegiant Stadium
As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward?
Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees.
What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events?
We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.
Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city.
Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.
What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization?
We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.
What are your favorite ways to recharge?
My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.
Valley of Fire
What advice would you give to women following leadership paths in destination marketing?
I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.
This interview has been edited and condensed.
This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.