EIC Benchmarking Study: Long Road Ahead for DEI in the Events Industry
October 25, 2022
When it comes to achieving diversity, equity and inclusion (DEI), the global events industry has a lot of work to do, according to the Events Industry Council’s (EIC) 2022 Equity Benchmarking Study. Released on Oct. 11 in partnership with EIC’s global Equity Task Force, created in 2020 to address systemic racism and all forms of discrimination in the business events and hospitality industry, the study signifies the critical first phase of EIC’s Equity Acceleration Plan.
While there is an ever-growing awareness and commitment toward equity in the industry, survey scores reveal widespread DEI dissatisfaction among event professionals, minority groups and women, indicating that DEI efforts are largely in principal rather than in practice. This points to an urgent need for organizations to advance their DEI structures, policies and initiatives to deliver measurable change, according to EIC CEO Amy Calvert.
“It’s crucial that we champion inclusivity in our sector as a means to drive economic and social progress,” Calvert said. “DEI needs to be embraced by organizational leadership to be effective.”
Calvert added that the results from the 2022 Equity Benchmarking Study underscore that the industry has a significant way to go, particularly advancing ethnic diversity, gender inclusivity and equity in leadership and influential positions.
“EIC’s Equity Acceleration Plan will enable us to measure progress as well as improve our ability to deliver impact and sustain change,” she said.
The 2022 Equity Benchmarking Study included a series of EIC leadership focus group discussions and an AI-based chatbot survey of 1,404 event professionals across the industry. Conducted by Tharoor Associates and Culturelytics, the global survey was executed from Sept. 2021–Jan. 2022.
To produce a robust, objective assessment, the event industry’s current DEI experience was measured across four dimensions: Ownership, Accountability and Power of Influence, Delivering Change and Sustaining Change.
Survey findings include:
- Employed event professionals (83% of all survey respondents) are significantly more dissatisfied with DEI in the industry than those who are self-employed or have alternative employment types;
- 61% of all surveyed event professionals identified as white and are predominant across all job grades, with minimal representation from other ethnicities, especially in senior management (15% black) and board (6% black) positions;
- Respondents who identify as black (16%) rated their DEI experience 11% lower across all four dimensions than respondents who identified as white;
- More than 75% of respondents identified as female, and they are well represented in managerial and senior roles. Six out of 10 (61%) female respondents are in senior management and board job grades, yet they rated their DEI experience significantly lower than male respondents (21%).
“Dismal black and brown representation within the events industry presents barriers to diversity and inclusion in leadership and influential positions needed to impact change,” said Jason Dunn, Sr., co-chair of the EIC Equity Task Force and past chairman of the National Coalition of Black Meeting Professionals. “Dispersed power and greater ownership of roles at all levels is rooted in an authentic DEI strategy, which in turn strengthens our industry’s infrastructure and positions us to compete on a global scale.”
Dunn added that ultimately, the events industry propels the global economy through thoughtful high impact events.
“It’s time for us to apply the same commitment, resources and metrics at an accelerated pace to intertwine DEI principles in all that we do,” he said.
The EIC Equity Task Force is committed to addressing the survey findings with actionable and measurable solutions, according to Dunn.
“The journey won’t be easy, but nothing worth having ever is,” he said.
With the benchmarking study as phase one of EIC’s Equity Acceleration Plan, next up is phase two, which will include a leadership workshop to review the study and shape resources and deliverables that will benefit of EIC membership.
“The next phase of our work will focus on the first two dimensions of the DEI experience: Ownership and Accountability and Power of Influence,” explained Tina Wehmeir, EIC Task Force co-chair and AMC Institute president and CEO. “To create a sustainable environment of change, we must foster a sense of ownership among everyone.”
She added that based on a survey finding that minority groups showed higher levels of dissatisfaction in larger organizations, the Accountability and Power of Influence dimension will be a particularly critical area of focus.
“This further illustrates the need for organizational leadership to connect DEI principals to actual outcomes,” she said. “It also reaffirms the importance of assembling the men and women of the EIC Task Force–they are change agents.”
According to EIC officials, the Equity Acceleration Plan will support event professionals in creating more diverse and inclusive environments, developing career pathways and ensuring representation in leadership and supply chains by providing the learning and resources intended to reach and support the industry.
“On behalf of the Events Industry Council board of directors, I want to thank the DEI Task Force for their work and commitment to a project that is so important for the business events industry and to so many individuals in underserved and minority communities,” said Cathy Breden, EIC board chair and executive vice president and CEO of IAEE. “This project establishes benchmarks to measure progress and establish and develop tools and resources for the global business events industry.”
To view the full 2022 Equity Benchmarking Study and Key Insights/Recommendations, go here.
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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.
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