Blogs
Dec 17, 2021
These are “in-between” times. After the catastrophic 2020, our industry saw more reason to be hopeful in 2021. This year, markets began to reopen around the world, but not with the full reopening we had hoped for as we continue to be challenged by new waves and new variants of COVID. We are still facing an outlook of “stop and go” for show organizers, the most difficult situation possible for our industry. But as we head towards the end of the year, we have passed a remarkable tipping point: Less than a year after the first vaccination campaigns began, more than half the world’s population… more
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Dec 16, 2021
No matter the level of education, years of industry experience or how well they articulate themselves, women need to continue carving their path in the exhibit and events world. I’ve been in this industry for over 15 years, travelled to dozens of cities, worked for multiple organizations (large and small) and there is still an inequality amongst men and women.
In most companies in this sector, female VPs only represent 20-30%, and even less are CEOs. Unfortunately, this stems from the top, and most of the individuals who started the companies were project managers, installers or… more
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Dec 09, 2021
A couple of years ago, it was possible to organize and host a team event in a week. Not ideal, probably challenging, but definitely possible. However, these days, if you want to plan and run a team building event that’s worthy of your team’s time, it’s likely impossible with the current supply chain disruptions.
You’ve no doubt seen the news headlines and most likely been impacted by the chaos of shortages of everything from raw materials to computer chips that are nearing historic levels. Global supply chains have been upended, consumers face delays, and price increases most likely will… more
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Dec 07, 2021
The pandemic has been an eye-opening experience for people who plan and attend events, but after a year-and-a-half of online conferences, expos, meetings and other experiences, many of us miss the energy and interaction of in-person events. However, we’ve also learned that although virtual events can’t always replace the real thing, they can still be highly effective.
When conditions allow, there is no doubt in-person events will return—but that doesn’t mean virtual experiences will disappear. Hybrid events that incorporate in-person and online components are the future. In fact, 52% of… more
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Dec 01, 2021
As you know, there are many factors that go into a successful trade show marketing program. It is important to have a booth that draws attention, brings your brand to life and functions properly. It is also important to have a trade show staff inside that booth who knows your business well, has a friendly and welcoming demeanor, and shows up to work hard and provide results.
While both your booth itself and your booth staff are extremely important (in addition to a lengthy list of other factors like pre-show marketing, choosing the best trade shows for your business, having a great lead… more
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Nov 30, 2021
If you’re proposing a hybrid event to co-workers, senior management or an association board, it’s essential to outline all the benefits. With the right event objectives, budget, audience and platform, hybrid events deliver on more than just eyeballs.
Savings: Hybrid events can expand the global audience of an event without commensurately expanding the budget. In other words, if you want to add more attendees to your live event, it typically costs more in physical infrastructure (meeting space, transportation, food and beverage) than it costs to add the same number of attendees virtually. … more
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Nov 24, 2021
As vaccination rates continue to rise and people return to their “normal” lives, many event organizers and venues are thinking about how they can continue to protect the health and safety of attendees. Some organizers and venues have also expressed a desire to help promote the vaccination effort, as the more people who get vaccinated, the safer events will be.
A number of events, such as the HIMSS21 Health and Safety Hub that took place in Las Vegas in August, have required in-person attendees to be fully vaccinated. Similarly, some concert and sporting venues like Madison Square Garden in… more
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Nov 23, 2021
We all love when a project is successfully completed on time, on budget, as envisioned and of course, with a huge return on investment. It’s even better if we can take all the credit for it, but let’s be honest, it takes a strong team of skilled individuals to pull this off. There are hundreds of moving parts, each with its unique intricacies, that make it impossible for one person to do it all. Some of the best projects that I’ve worked on are a result of the team in place and talents that everyone can bring to the table.
Lending Support
I’m not an estimator, or a project manager, or a… more
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Nov 18, 2021
Moderators can be key in any hybrid, in-person or virtual event experience. They keep attendees focused, ensure chats run smoothly and enhance speaker content.
The Client Success team at JUNO has supported hundreds of online conference sessions for emergency room physicians, e-sports experts and event pros. This first-hand experience with various speakers offers insight for future planning. We sat down with Marjorie Scarff, senior manager of client success, for a quick Q&A to understand best practices for moderating a session and why it’s important.
First off, what or who is a… more
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Nov 16, 2021
Businesses have relied on trade shows for B2B marketing for nearly 200 years, and it’s easy to see why. These exhibitions allow companies to network, discover new leads and form partnerships. The more connections you make, the more likely you are to turn a profit and become a respected brand.
Up until this point, these shows have been largely in-person events. Now, however, event organizers are taking a different approach, with a plan to increase spending on virtual events and trade shows by 37% and 30%, respectively. Thus, online expos will likely remain for the foreseeable future.
This… 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.