CEMA Newsletter: September 2023
Opening Letter
Sandra Marcus
VP Strategy and Operations
Summit ’23: what we loved, learned, and are changing for next year!
While Summit ‘23 is in the rear-view mirror, we’re still gathering insights and learnings to carry forward into the rest of 2023 and help chart the course for 2024 and beyond. As I mentioned earlier this month, I could fill pages with all the great things that happened in Salt Lake City, but will settle with sharing highlights that reflect the exceptional experiences we had there:
- We had record attendance – more than 500 overall and 200 first timers!
- Our three-pillar Elevate Your Vision approach worked very well – with content, experiences, and connections to satisfy your interests in elevating your Strategy, Data and Leadership.
- Our keynotes, town hall, and industry forum were timely, relevant, and practical.
- We were also super excited at the level of participation in our new design labs. We’ll work to evolve that concept to make it even more valuable to those of you who like immersive learning.
As great as Summit ‘23 was, we know we can always take it up another level. Thank you to all those who took the time to complete the Summit survey. Your feedback is invaluable to us. Also, I appreciate all who have reached out to me, Karen, and Nicole, personally to provide input. Based on consensus feedback here are a few adjustments we plan to make in 2024:
- Fewer keynotes – we reduced the number from 4 in ’22 to 3 this year, but since you value breakouts above all, we’ll reduce keynotes to 2 in 2024 to free up more time for sessions.
- Conversation-friendly socials – we realize while social events in closed, raucous quarters can be fun, it’s hard to have meaningful conversations. We’ll make sure that at least one of next year’s socials is in an environment where you can actually hear each other.
- No-expo – since you’d rather have more activations spread out in the event space, we’ll go that route.
- Tenure-tiered sessions – to make it easier for you to self-select into sessions that reflect your experience in the business, we’ll organize by level – possibly using a college course structure (100, 200, 300, etc.)
- Balanced attendance – we’ll continue to work to strike the right balance between EM and IP attendees.
And no more conga lines at lunch…promise!
Since we know that there is so much great content at Summit and only two days to get it, we’ve posted session audio transcripts – podcast style on our Sounds of CEMA page.
Once again, thanks for bringing energy, incredible creativity, and delightful camaraderie to Summit ‘23. You were all in, truly embracing and embodying our Elevate Your Vision ideal.
And thanks for being part of this valuable, resilient community that thrives and evolves… because of you.
Sandra
Newsletter Sponsor
The Future of Live Events: A Fusion of Innovation, Technology, and Sustainability
In an ever-changing world of entertainment, live events remain a beacon of human connection and creativity. At Live Nation Special Events, we envision the future of live events at our 150+ venues nationwide as a fusion of immersive experiences, cutting-edge technology, and purpose-driven strategies. Here, we explore four key areas shaping this future:
Taking Your Brand Center Stage
Successful businesses create impactful corporate events that align with broader objectives. Whether strengthening employee and client relations or launching products, shining a spotlight on your business objectives can be accomplished with immersive event entertainment.
What better way to achieve by taking center stage for your keynote address, followed by a world-renowned artist captivating your audience. We take this experience to the next level with private concert at our iconic venues, complete with acclaimed artists, full-service production, and state-of-the-art lighting and sound.
Our venues ensure an unmatched live entertainment experience that spotlights your brand. Whether featuring Dave Matthews Band at Ameris Bank Amphitheater, Pitbull at House of Blues Las Vegas, or a roller-skating extravaganza with Usher at Hollywood Palladium, we’ll ecreate a lasting impact for your brand.
Crafting Immersive Culinary Experiences
Live Nation venues create unparalleled culinary experiences. Our team specializes in curating culinary journeys like company picnics at our amphitheaters or corporate parties at our clubs. We bring world-renowned chefs to the forefront, serving their creations.
Dine center stage or transforming our venues into an immersive gastronomic wonderland with our culinary partners like Tim Love, Bryan & Michael Voltaggio, Brooke Williamson, Jon Shook & Vinny Dotolo.
Transformation Through Technology
In the evolving landscape of corporate events, technology is a transformative force with live broadcasting as a game-changer. Imagine a concert venue like The Van Buren transformed into a streamed esports battleground, or a thrilling college basketball weekend for Hoops House at Bayou Music Center featuring Slam Dunk and Three-Point Championships.
These events feature immersive visual enhancements with play-by-play commentators at our legendary spaces. Successful partnerships with major TV production companies have made our venues synonymous with hosting high-profile events. We continually push boundaries, guaranteeing flawless experiences for attendees, whether in person or streaming from home.
Greening the Live Event Industry
The future of live events isn’t solely about entertainment and technology; a driving purpose for sustainability is at the forefront. With initiatives like Green Nation, Live Nation is driving sustainability across its 150+ venues, aiming for reduced waste, reduced emissions, and a greener future for live events. Our Atlanta venues lead the way with TURN reusable cup systems, replacing disposables and reducing waste. FPL Solar Amphitheater has successfully completed a “green makeover” to sustain power with solar panels and serve as a research hub to test cutting-edge solar technology. PNC Music Pavilion achieved zero waste through robust recycling program, water refill stations, no plastic straws, and eco-friendly containers. We also extended our responsibility with partners hosting events at our venues. Google IO at Shoreline Amphitheater had sustainability take center stage at one of the largest-scale corporate events, with inspiring sustainable practices including reusable containers and eco-friendly catering.
The future of live events promises innovation, growth, and transformative power. Live Nation Special Events is committed to leading through innovation, technology, and sustainability. In a world that evolves continuously, live events remain a constant, uniting people, crafting indelible memories, and igniting joy.
Executive Profile
Steve Genovesi: Executive Vice President, Visit Austin
Steve Genovesi, Visit Austin Executive Vice President, and a lifelong event enthusiast, boasts a diverse career spanning decades in the hospitality and destination marketing industry. He began with a humble start, serving food at a college dining hall. But in 1985, he took a giant leap by helping launch the Marriott Marquis in Atlanta, a hotel that, to him, felt like the Disneyland of hospitality.
Highlights of his time at Marriott include serving as Director of Sales during the 1996 Summer Olympic Games, earning recognition for the “Most Outstanding Performance for a Director of Sales and Marketing” in 1999. After 18 years in the hotel business, Steve shifted to the convention bureau sector. He spent eight years with the Chattanooga, TN CVB before settling in Austin, where he’s been for the last 12 years.
Selling a City, Not Just a Venue
In his second act, Steve’s focus shifted from selling hotel rooms to marketing the entire urban experience. For him, destination marketing is about weaving together a city’s culture, history, food, and entertainment, to create an irresistible destination “product.”
Riding the Waves of Change
Steve’s witnessed it all, from the pre-internet era to the current digital frenzy. He’s seen communication evolve from endless rounds of phone tag to endless emails, texts, web calls, and chats. Simple one-page contracts transformed into complex multipage documents. Client decision-making shifts from one person’s hands to a variety of corporate and association stakeholders. He’s also been a part of developing how we measure event impact, using data to showcase how events breathe life into a city beyond financial lift.
Fostering Austin’s Event Magic
Steve’s time at Visit Austin has been like witnessing a startup grow into a powerhouse. Austin’s unique blend of small businesses and an entrepreneurial culture fosters an environment ripe for innovation. He champions blending a community’s essence into an event’s fabric, creating a win-win for attendees and locals. Steve enjoys surprising event execs with hidden Austin gems, like the epic 10-mile lakeside hike and bike trail through downtown or the fact that the University of Texas takes up half the city, ensuring a constant flow of innovative thought leaders. He also lauds Austin’s vibrant music scene, LGBTQ-friendly atmosphere, and thriving startup ecosystem.
Steve’s also a fan of the increasing client preferences from traditional meeting venues to offbeat venues, places like funky art galleries or cozy local cafés that can revolutionize event planning, adding layers of flavor to the attendee journey. These venues act as secret hideaways offering unique experiences, transforming events into full-blown cultural expeditions that leave everyone with lasting stories.
The SXSW Effect
Steve gives a nod to Austin’s South by Southwest (SXSW) as a prime example of how innovation shapes the events industry. What began as a local cultural event exploded into a massive global phenomenon. He highlights how SXSW’s Panel Picker – an ever-changing, crowd-sourced way of selecting event content – triggered a push in the industry for more attendee-driven experiences.
Steve has witnessed firsthand how conferences have embraced the local community and contributed to charitable causes. Subaru, for example, as part of their recent 2,000-person conference and in line with their Subaru Love Promise Pledge, tapped three local charities to receive various donations: the animal sanctuary Safe in Austin Rescue Ranch; Mobile Loaves & Fishes, an outreach ministry that serves homeless people, and Adopt A Classroom, a national nonprofit that provides school supplies to classrooms and needy families.
From hotels to cityscapes, from tech waves to cultural tides, Steve Genovesi is planting seeds of innovation, inclusivity, and impact. His journey’s all about staying enthusiastic, adapting, and making a positive mark on the events landscape. Looking ahead, he envisions a future where events become even more essential, sparking innovation, and making a real economic impact.
Learn more at AustinMeetings.org
Main Articles
Using SPARK to Describe SPARK
Free access to AI Tool to Get Stuff Done!
During the “Power of Generative AI in Event Marketing” breakout session at CEMA Summit 2023, the panelists discussed Project SPARK, the new AI tool designed for business event industry professionals. We took the transcript of this portion of the session and ran it through SPARK using both the paragraph and bullet point analysis tool. Below is the result:
Paragraph summary
Event professionals often struggle to gather speaker bios for their events. A tool called SPARK, created by event marketers, can help event professionals get the bios and headshots of their speakers more easily. The tool allows for thematic alignment in bios, such as incorporating a specific word or a whimsical theme. It also offers the option to add quotes from the speakers’ LinkedIn profiles. The tool makes it easier to create a consistent and intentional experience for event attendees. Additionally, SPARK includes features for repurposing content, such as turning videos into blog posts and highlighting key moments in videos using AI. This tool has the potential to generate revenue and save time for event professionals. AI technology, like SPARK, is becoming more accessible and user-friendly, allowing users to gain confidence and learn new tricks to improve their event planning and design.
Bullet point summary
- The article discusses the difficulties event organizers face in obtaining speaker bios for events.
- The tool SPARK is introduced as a solution for event marketers to easily create bios for speakers.
- The tool allows for thematic alignment and customization of bios for a consistent and intentional event experience.
- The tool also offers features such as pulling quotes from LinkedIn profiles and repurposing content for blog posts or videos.
- The article highlights the revenue-generating potential of using the tool and the time-saving advantages of AI technology.
- The article concludes by encouraging users to gain confidence in using the tool and exploring its various capabilities, such as designing more empathetically using generative AI.
As members of CEMA, we’re excited to offer you complimentary and exclusive access to SPARK BETA — the first and only dedicated AI tool for business event professionals developed by business event professionals — through September 30, 2023.
Activate your SPARK access now and light the fuse for an explosive productivity boost.
Existing SPARK users can log in with their current SPARK credentials.
Featured Course: Are you struggling to show ROI from your events in ways that stakeholders easily understand? Learn how to connect the data dots with instructors Joe Colangelo and Vinnu Deshetty in our upcoming Event Measurement & Analytics course, starting September 29.
Member Benefit: Current CEMA members receive a 20% discount on PCMA ELI’s 17 facilitated and self-paced certificate courses. Discounts are also available for multiple members from the same team or department. You also have access to the industry’s largest Learning Library.
Continue honing event measurement skills with these other free subscriber resources. Log in here first to access:
Visualizing Event Data for Stakeholders
We’ve all heard the saying, “A picture is worth 1000 words,” and nowhere is that truer than sharing data. In less than 15 minutes, discover tips and tricks for best practices in data visualization to maximize impact and influence.
Telling a Cohesive Multi-Source Data Story
With event data flowing in from multiple sources, learn how to give your data a structure that tells a story your stakeholders can understand.
Behind-the-Scenes Study Tour
The CEMA Connections 2023 Study Tour proved to be an enriching and enlightening experience for all participants, offering a unique opportunity to delve into the planning and execution of Salesforce’s Connections 2023 digital marketing conference. This study tour aimed to facilitate cross-cultural learning, knowledge exchange, and networking within the corporate event marketing industry.
We hosted more than 20+ event marketers and industry partners from across the country who were blown away by the level of strategy, attention to detail, and professionalism that the Salesforce strategic events team creates delivering business-critical results for their company.
Highlights of the Tour:
Behind-the-scenes: The study tour commenced with a behind-the-scenes look at the 8000 attendee event at McCormick Place in Chicago, where Salesforce strategic event marketers shared their insights into the planning and execution of the attendee journey, sponsorships, messaging hierarchy, and content strategy. Study tour attendees gained valuable insights into world-class event and production best practices.
Industry Insights: Attendees were able to hear from Salesforce Executives, Erin Oles, SVP of Strategic Events, Elizabeth Gilstrap, VP of Strategic Events, Dawn Devirgillio, VP of Customer Marketing, and Johnny Fruits, Creative Director on key insights into how Connections markets to marketers and the differences in key audiences. We also heard from industry partners Peter Johnson, President of Mountain View Staging, Katherine Pettit, Executive Creative Director of George P. Johnson, and Dustin Arnheim, SVP Sales and Services of Choose Chicago on the latest trends and technologies in the industry.
Networking Opportunities: A key objective of the study tour was to provide ample networking opportunities. Mariott Hotels hosted a welcome reception. Choose Chicago and Hyatt Hotels hosted an evening reception. George P. Johnson and Moutain View Staging both sponsored event meals that allowed participants to build lasting professional relationships. The diverse mix of attendees, ranging from seasoned veterans to emerging professionals, enriched the networking experience.
Key Takeaways:
- A comprehensive understanding of the current corporate event landscape.
- Exposure to innovative technologies and methodologies driving industry growth.
- Firsthand knowledge of best practices and challenges faced by event marketers
- Valuable connections with peers, experts, and potential collaborators.
Future Implications: The insights gained from the CEMA Connections 2023 Study Tour are expected to have a lasting impact on the participants’ professional journeys. The knowledge acquired, relationships formed, and perspectives gained will contribute to their ability to navigate the rapidly evolving corporate events sector and implement strategies that align with global trends.
The CEMA Connections 2023 Study Tour provided an immersive and comprehensive experience, blending industry thought leadership, shared best practices, and networking. By combining theoretical knowledge with practical exposure, participants returned with a fresh outlook, ready to make meaningful contributions to their organizations and the event marketing industry as a whole.
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.
Post CEMA Summit
Sounds from CEMA
We’ve received a lot of positive and constructive feedback from attendees about CEMA Summit 2023 – the strength of the content, the wonderful networking experiences and the tremendous energy and camaraderie that permeated the event.
One thing people mentioned consistently was the desire to attend more of the sessions — that there were just too many good options and too little time to take advantage of them.
Well, we heard you…and while we can’t create more hours in the day at Summit, we can bring all of that great content to you so you can dive in at your convenience.
We have posted 12 audio and 4 video renditions of Summit 2023 breakout sessions including the presentations. CEMA members can access them on our Sounds of CEMA page.
For the first time, we’re offering the on-demand content in a podcast format with commentary setting up each session.
So, find some quiet time, access the sessions you missed and enjoy CEMA Summit all over again!
Visit Salt Lake
CEMA Summit ’23 Highlights
We hope CEMA Summit 2023 covered the most impactful trends, and the most effective event engagement strategies and creative executions, from the people who make them happen. Our intent was also for you to discover new ways to adapt and innovate to do more with less, drive more efficiency, lower costs, and achieve more impact.
And equally important that you had an amazing time being together!
Upcoming Events
CEMA Study Tour at Pendo Pendomonium
Raleigh, North Carolina – October 18 -19, 2023
Are you a small to mid-sized growing tech company, a company looking to create a memorable brand experience in scale with your budget requirements to meet your company’s business goals, or perhaps an East coast-based member of CEMA? If so, you should attend CEMA Study Tour at Pendo Pendomonium, October 18 and 19 in Raleigh, NC.
CEMA study tours are a great opportunity for its members to gain event industry insights and best practices by attending world-class events with varying budgets and footprints. The Pendomonium tour provides an opportunity to witness how Pendo, a product experience platform provider, holds its own as a midsized company compared to recent CEMA study tours, such as the NFL Draft, the Consumer Electronics Show (CES), and the Salesforce World Tour.
Many of CEMA’s event marketing professionals are from small to midsized companies – CEMA Study Tour at Pendo Pendomonium offers insight into how to scale an event while providing a great attendee journey. Lindsay Niemiec, VP, Revenue Marketing at Pendo (former executive marketing professional at ExactTarget/Salesforce and Yext), along with members of Event Marketing Partners (EMP), will discuss how they partnered to develop Pendomonium into a leading event in the industry.
Both Lindsay and EMP were able to draw on their years of experience in the event industry, as well as from events she partnered with EMP on while she was at Yext and ExactTarget. Lindsay, developed Pendomonium to create a scalable brand experience designed to help drive their business objectives.
We look forward to seeing you at Pendomonium, as well as sharing ideas you’ll be able to apply to future events you’ll be lending your event marketing expertise to! Click here to apply.
CEMA EDUCATIONAL WEBINAR:
Save-the-Date: September 26th, 2023, 12:00 EDT
Mastering Event Planning with Innovative Event Technology: A Case Study
In the dynamic world of event planning, staying ahead of the curve is essential to deliver memorable experiences for attendees. This webinar with Stova and CEMA will delve into the integration of cutting-edge event technology in the planning process, using a real-world case study featuring an experienced event planner.
Join us to discover how technology can revolutionize event planning, enhance attendee engagement, and streamline logistics. Learn from a successful case study that highlights the practical implementation of event technology, and gain insights into the strategies and tools that can elevate your events to the next level.
Register here:
New Award
New this Year — Nominate a CEMA Member for the PCMA Visionary Awards
Recognize Professional Excellence in the Business Events Industry
Each year, the PCMA Foundation recognizes exceptional individuals and their significant contributions to the business events industry. Up to three finalists from each award category will be honored at the Visionary Awards on April 11, 2024.
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