Blogs

Jan 27, 2022
What’s in a brand? Well, a lot of things! More than just a logo, a brand encompasses your message and your reputation. It’s both tangible and intangible. It’s not meant to be finite, but rather to grow as your company grows. To stand the test of time, your brand should be able to evolve, responding to your customers’ needs and thinking ahead to “what’s next?”
The pandemic has pushed a lot of companies to adapt to new circumstances. No doubt it also made some of those companies rethink their brand.
So, how do you know when it’s time to reevaluate and refresh some or all of your company’s… more
Comments (0)

Jan 25, 2022
Have you ever tried getting rid of things in your closet? “Editing” is big right now, and Instagram and Netflix make it look easy and productive. Revisiting clothes you haven’t worn in a while is an overwhelming task (“But what if I need this yellow sweater I haven’t worn in eight years for a potential theme party that I have not been invited to?"). It’s easier to move something to the back of the closet and shut the door, especially when many of us have been living in sweatpants this past year.
Looking at your non-engaged email audience is very similar. You may be marketing your event or… more
Comments (0)

Jan 20, 2022
We are seeing the “Great Resignation” take hold, as employees are suddenly realizing they have more options and are demanding better lives for themselves and their families.
Commutes are out the window in favor of remote work arrangements, as many employees can now conduct their jobs from anywhere, and cities are being forsaken for suburban and even rural areas, with key buying priorities changing from the transport links to the Wi-Fi strength.
I kept this in mind when a remote working opportunity presented itself, and I moved from the hustle and bustle of Washington, D.C. to relatively… more
Comments (0)

Jan 18, 2022
With the continually rising impacts of climate change, the demand for sustainable energy alternatives is more pressing than ever. Every industry faces a range of challenges when going green. Without a thoughtful strategy, even staging an event can contribute excessively to emissions. Event preparation is complex to begin with, especially with the new imperative of powering events in a greener way. Thanks to new technologies, there are several ways that events can achieve this goal. Whether it be a concert, a sporting event, a trade show or a conference, events can rely on new sustainable… more
Comments (0)

Jan 13, 2022
There’s been a lot of talk lately about the use, or misuse, of QR code data by marketers. It’s a valid argument, albeit familiar, in the context of data privacy. Most people are aware that QR codes aren’t new, but they are back in the spotlight. This is due to a variety of reasons, the top ones being the acceleration of QR codes during the pandemic and the eventual dissolution of third-party cookies.
Throughout the pandemic, QR codes proved to be the easiest way to conduct touchless transactions such as ordering food or paying a bill. Now, they’re a primary way for managing how attendees… more
Comments (0)

Jan 11, 2022
Regardless of what type of event you’re holding, you need to meet your registration goals. While events may continue to look different for the foreseeable future, we have found many of our solid marketing tactics and strategies are still effective and will help move the needle in this evolving event landscape. Here are our top tips to increase your registration:
Set and amplify multiple deadlines
Use rate increases to drive urgency, incentivize and to create micro-campaigns within the overall campaign cycle. With a long campaign cycle, customers can easily lose interest and engagement, but… more
Comments (0)

Jan 06, 2022
Pandemic-related shifts in both company protocols and consumer behaviors have forever changed the ways in which we come together for industry events such as trade shows and seminars, or consumer marketing events like expos, conferences and festivals. The unprecedented global shutdowns have reinforced the need for in-person events, while simultaneously creating new challenges for event organizers. Achieving your event goals is now more difficult than ever. But when these obstacles are properly overcome, in-person events can also be more rewarding than ever. In the fine jewelry industry, we had… more
Comments (0)

Jan 04, 2022
Prior to the COVID-19 pandemic, most individuals and businesses couldn’t imagine hosting an event with in-person and remote attendees. According to a recent survey by the Global Business Travel Association, however, three out of five respondents expected to host at least one hybrid meeting in 2021. This major shift underscores the importance of a solid content strategy for hybrid events.
Everyone is craving more information in a world of quick hits and short bits of knowledge, so your event content needs to stay on message and to the point. At the start of the pandemic, event hosts tried to… more
Comments (0)

Dec 28, 2021
Viva, in various languages, means long live, acclaim, support, live voice and more. I couldn’t think of a better word to describe the sentiment internationally around the industry—especially in these last few weeks.
For nearly two years, the events industry has changed dramatically due to the COVID-19 pandemic. Now, due to new protocols of vaccination, masking and more, live events are coming back, and November 9-11 saw the first major international industry conference in nearly two years in Las Vegas, attended by more than 15,000 event professionals.
Carina Bauer, CEO of IMEX Group,… more
Comments (0)

Dec 21, 2021
Hybrid events are not a fad, they’re a trend that has emerged out of the toughest crisis the MICE industry has ever seen. According to a recent eventsforce report, nearly 60% of association meeting planners are organizing hybrid events in Q4 2021 or for Q1 2022.
As the macro environment around COVID-19 and international travel restrictions remain fluid, it’s clear that the pendulum might have swung too heavily towards live, in-person events in Q4 2021. A more likely outcome will see the events industry settle into a happy medium, where the hybrid model maintains popularity.
There has… more
Comments (1)
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.