CEMA Newsletter: October 2023
Opening Letter
Sandra Marcus
VP Strategy and Operations
Creating and Delivering Value
It’s been nearly six months since I joined the CEMA community. The story arc of that time goes something like this: chapter one “getting to know you;” chapters two, three and four: “all Summit, all the time;” and now, chapters five and six are “creating and delivering value.”
CEMA member value is rooted in high quality, relevant, and actionable content and programming. It’s about making your membership matter – to you and to our community. We do that by providing you with exceptional experiences, and by ensuring that we deliver them in a consistent, reliable and predictable fashion.
To that end we’ve created a programming calendar to give you an early look at what you can expect in the coming year. It’s an intentionally crafted mix of big tent, small tent, in real life, and virtual ways to engage, learn, and share. (Click image to enlarge)
We’re also evolving our universally relevant content pillars: Strategy, Data/Analytics, and Teams/Leadership to include Social Imperatives – diversity, equity and inclusion, and sustainability – each considered through the lens of experiential and event marketing.
We don’t just want to be good. We want to be unwaveringly great, with outstanding content, experiences, and networking opportunities, that advance our profession and help you to take your events, teams, and careers to the next level.
CEMA Summit Breakout Session
From the recent CEMA Summit 2023 discussion with Junior Tauvaa of PCMA and Nick Borelli of Zenus, it’s evident that the application of Generative AI, especially through tools like Project Spark, is becoming increasingly relevant in event management.
Understanding Generative AI:
- Role: Provides a structured approach to event planning and management.
- Efficiency: Helps streamline various event-related tasks.
- Inclusivity: Aims to cater to a broad audience spectrum, including the neurodivergent.
The overall message was that AI presents a valuable tool to streamline tasks and optimize outputs, especially in the events industry.
Tauvaa and Borelli also introduced Project Spark, an AI tool offered by PCMA that is revolutionizing event marketing and management.
SPARK Capabilities
- Ideation: Assists in formulating event taglines.
- Agenda Creation: Facilitates the design of event agendas.
- Promotion: Simplifies the crafting of social media posts and event details.
- Content Development: Aids in generating press releases and summarizing video content.
Benefits for Event Marketers:
- User-Focused: Designed with event professionals in mind, offering tools to prepare for meetings.
- Resource Efficiency: Acts as a tool to save time and effort.
- Potential Revenue: Provides features that may be used in collaboration with sponsors.
- While Spark, powered by OpenAI, offers a lot in terms of content generation, users are advised to check AI-generated content for accuracy and relevance. Also, discussions are ongoing about Spark’s potential integrations with other event software.
Tauvaa and Borelli concluded by observing that the event sector is witnessing the integration of Generative AI tools, like Spark, which promise to make planning and execution more systematic and efficient. As the industry evolves, understanding and adopting these tools will likely become crucial for professionals.
CEMA Board Nominations
Fall is a season of change, and it’s fitting that we use this time to do our most important strategic thinking and planning for the coming year.
An essential element of the yearly CEMA planning process is to select a new slate of Advisory Board members. 2024 nominations are now open.
Identifying and securing the strongest candidates is a vital endeavor, because the CEMA Advisory Board plays a pivotal role in setting our agenda for the year and beyond – as well as helping shape our industry-leading educational content and high-impact professional networking opportunities.
For 2024, CEMA has one (1) vice chairperson and five (5) member-at-large positions to fill.
These Board roles are open to all CEMA members in good standing. You are encouraged to nominate fellow members you feel best suited to serve the community. You are also welcome to nominate yourself. The following links provide quick access to the calendar, an overview of the roles and nomination guidelines, and the nomination form.
This year, the nomination and selection process will follow this schedule:
- The 3-week nomination period opens Monday October 9 and closes Tuesday October 31.
- From November 1-10, a working group from the current Board and CEMA staff will review nominations and recommend nominees to the full Board.
- The Board will finalize the nomination slate via vote on November 15, and present the proposed slate to the membership on December 1.
- Members will vote on the new slate at our December Townhall on December 6.
Being a CEMA Advisory Board member embodies our Value Community model – a 360-degree value chain in which CEMA continually delivers value to you, and you deliver value back to the CEMA community through your participation and contribution.
Please submit your nominations by October 31. We greatly appreciate your participation in our leadership continuity effort.
Main Articles
September CEMA Townhall: Lessons Learned Drive Change and Innovation
At the CEMA Town Hall held on September 20, the focus was on improvement and innovation, as Sandra Marcus discussed changes in the CEMA Summit format and focus, and provided an update on several new CEMA initiatives.
Sandra kicked off the Town Hall by outlining several changes planned for future Summits, based on member feedback:
- Fewer keynotes & more breakouts: Summit used to have four keynote sessions. In Salt Lake City, it was reduced to three. At CEMA Summit ‘24 in Seattle, there will be two. The idea is to hold them on Monday morning and Tuesday morning, allowing more time for breakout sessions.
- More level-appropriate content and sessions: In addition to adding breakouts, the content will be tailored to the specific career stages of attendees. We are considering extending Summit to two and a half days, to add more time slots for breakout sessions on Wednesday morning.
- Balanced mix of client-side and supplier side participants. To achieve this, we are committing to capping the IP attendance. There is also a proposal to encourage more partner organizations to support scholarships to enhance participation from client-side members.
Sandra noted that attendees are divided in their preference for a resort-like location versus a more practical one, and recognized that CEMA needs to cater to both perspectives. Sandra also addressed feedback that Summit 2023 was missing the intimate feel of an event organized by event experts for event experts.
In confirming that Seattle is the location for CEMA Summit 2024, she mentioned that Visit Seattle has assured us that the new convention center will be tailored to provide an intimate experience and emphasized that Seattle’s community-driven values can be beneficial for event professionals.
She went on to provide a rundown on upcoming Q4 events, including a number of new, and exciting programs:
- Fall Study Tour: The next major event is the October Study Tour at Pendemonium in Raleigh. NC on Oct. 17-19. The event is being hosted by product experience platform provider Pendo and Event Management Partners.
- Event Industry Trends briefing: CEMA has secured a commitment from ALHI President and CEO Michael Dominguez to conduct quarterly industry trend briefings exclusively for CEMA members. The first online session will take place October 24.
- Regional Events “Hot Topics, Cool Conversations.”: Sandra also shared the plans to launch CEMA’s new regional events in 2024, which aim to allow CEMA members to meet closer to home to learn about and discuss pressing topics relevant to the industry. Current topics being considered include AI in events and KPIs & benchmarking.
- Event Marketing track at PCMA Convening Leaders She also shared that PCMA is developing a track for corporate event professionals at the upcoming Convening Leaders Event in San Diego in January 2024. They aim to flag relevant content and sessions specifically for corporate event marketers.
- Next Gen Program. CEMA plans to introduce a new professional development program focused on the next generation of event professionals. The program aims to promote forward-thinking and ensure the continuity of the industry’s growth and dynamism. The program will operate in a cohort style, similar to a graduate school group. It is currently being defined and plans are to begin meetings this fall and hold regular sessions that will culminate at the CEMA Summit in August.
- Re-connecting CEMA Connects. New CEMA Connects sessions will resume 1Q, 2024. Potential speakers include Nancy Duarte, Priya Parker, and David Allison.
- Board of Advisors Nominations. Details about board roles and a nomination form
Sandra closed with the observation that CEMA recognizes the importance of direct and frequent communication with and among its members, and will continue to use the Town Hall forum to solicit feedback. She also encourages connecting with a coffee chat by clicking here. www.calendly.com/cema_sandra
As part of your CEMA membership, enjoy these benefits from PCMA Event Leadership Institute.
Flash Fridays
You asked for more discussions, collective problem-solving, and peer-to-peer feedback. So, we’re bringing you Flash Fridays, hosted by Anh Nguyen. Join your peers and guest industry experts for small group discussions to ask questions, share your perspective, and learn from your peers. Specific topics, short and sweet!
- Negotiating Internet Access at Your Event: Friday, Oct 13 at 9:00 AM PDT / 12 PM EDT
The cost of secure and fast Wi-Fi at some venues is still a huge obstacle for many planners. Brian Monahan, VP of Sales & Bus Dev at Prestige AV, joins Anh for this discussion full of specific tips and negotiating tactics for better, cost-effective internet access at your event. SAVE YOUR SEAT
- Post-COVID Venue Contracts and Clauses to Watch Out For
Friday, Oct 27 at 9:00 AM PDT / 12 PM EDT
Post-COVID, venues have more measures to protect themselves than ever before. Heather Reid, Founder of Planner Protect, and Anh will discuss venue contracts and clauses you need to watch out for! SAVE YOUR SEAT
NEW Certificate Course: Receive 20% off as a CEMA member!
Enhancing Events with AI Certificate Course (AIES)
Learn new skills, opportunities, and strategies to empower you to use AI across your event planning, production, marketing, and measurement. Nick Borelli’s next cohort starts on Thursday, Nov 2, and it’s already half full. In the words of a recent AIES graduate, “If you don’t keep on top of what’s new in the industry, someone else will.”
Upcoming Events
Quarterly Industry Trends Briefing: Michael Dominguez, ALHI
10-24 10:00 AM PDT
CEMA’s focus is on delivering exceptional value to our members. In that spirit, we’re thrilled to present our inaugural quarterly industry trends briefing on October 24, featuring trailblazing economist, futurist, and thought leader, Michael Dominguez, President & CEO of Associated Luxury Hotels International. Learn more about Michael and ALHI here.
For those of you yet to experience Michael’s expertise, he stands out as a beacon in the industry, celebrated for contextualizing vital data with unparalleled market insight. He holds pivotal roles in the Meetings and Events Industry, serving on executive committees for notable entities like the US Travel Association and Meetings Mean Business Coalition. His sought-after talks cover a spectrum from industry disruptions, economic landscape, to behavioral insights.
At CEMA Summit 2023, Michael captured our attention, presenting an enlightening overview of trends in the hospitality and events sectors, concrete data supporting the invaluable business impact of face-to-face events, and instilling a rejuvenated confidence in our industry’s trajectory.
CEMA EDUCATIONAL WEBINAR:
Save-the-Date: October 26th, 2023, 1:00 EDT
How to Engage your Audiences with Dynamic Brand Activations
Study Tours
CEMA Study Tours offer an exclusive opportunity to delve into the intricate workings of high-profile events, such as the NFL Draft. Participants gain an insider’s perspective on the planning, execution, and success metrics of these prestigious events. Study Tours give up-close and behind-the-scenes examination of how these events are meticulously organized from the ground up, offering invaluable insights into the strategies, logistics, and innovations.
Check out our most recent tours here: Study Tours – CEMA Online
If you or your company would like to host a CEMA Study tour please reach out to Brian Mason bmason@salesforce.com or Richard Steinau rsteinau@bellwethershow.com for more information.
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