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  • Diversity, Equity& Inclusion (DE&I) & Destinations

    Includes a Live Web Event on 10/21/2021 at 12:00 PM (CDT)

    Hear from industry thought leaders from the destination world as they share how they are using DE&I to attract more exhibitions and events creating a positive impact for their communities.

    Destinations have seen the value and opportunity to market to a diverse customer base for years. Hear from destination leaders on how they are using DE&I to attract more exhibitions and events which creates an economic impact for their community. This impact reinforces creation of jobs, puts a spotlight on their community and engages cultural diversity that exists within their destination.

    After participating in this webinar, you will be able to:

    • Engage your local community to support your DE&I initiatives and goals;
    • Understand the business case in how this will impact your community;
    • Explore ways in which to increase your DE&I customer base. effects of COVID-19 and the shutdown of B2B exhibitions in the U.S., the i

    IAEE webinars are free to IAEE members and $49 for non-members.





    Cleo Battle, CTA

    Chief Executive Officer

    Louisville Tourism

    Cleo has worked in the hospitality industry for nearly 35 years. Prior to coming to Louisville, he spent 12 years as Vice President of Sales & Services of the Richmond Convention & Visitors Bureau in Richmond, VA. He held the positions of Director of Sales and Sales Manager at the Richmond CVB.

    Battle began his hospitality career in the hotel industry working for Embassy Suites, Holiday Inn and Sheraton Hotels. Battle is a native of Denver and a graduate of Metropolitan State University in Denver with a bachelor’s degree in Hotel/Restaurant Management. He earned his Masters of Business Administration in 1997 from Averett University in Virginia. He is both a Certified Destination Management Executive (CDME) and Certified Association Sales Executive (CASE). Battle’s most recent industry recognition includes Events Industry Council 2020 Social Impact award winner, Business First Louisville’s inaugural Power 50 as well as The Courier-Journal’s 12 People to Watch in 2021. Battle currently serves on the Meeting Planners International Board of Directors, Kentucky Derby Museum Board of Directors, Louisville Sports Commission Executive Board, LRAA Board, Louisville Zoo Foundation Board, and Board Member for Northeast YMCA of Louisville. He is Past Chair of Destination & Travel Foundation, Destination International Sales & Services Committee and the Virginia State University Hospitality Department Advisory Board.

    Juie Coker

    President & CEO

    San Diego Tourism Authority

    Julie Coker is the President and CEO of the San Diego Tourism Authority (SDTA) where she oversees the organization’s efforts to promote and sell San Diego as a top destination for meetings, conventions, overseas travelers, and leisure visitors. The SDTA’s mission is to drive visitation to economically benefit the region. These efforts delivered over 25.9 million visitors,

    $14.38 billion in economic impact and $8.72 billion in visitor spending in FY 2020.

    Previously, Coker served as the president & CEO of the Philadelphia Convention and Visitors Bureau (PHLCVB) where she oversaw the 2017 NFL Draft and the 2016 Democratic National Convention, which had a combined economic impact of $325 million for Philadelphia. Prior to that, she was PHLCVB’s Executive Vice President, Convention Division, and managed a staff of 25 sales and services professionals responsible for selling the expanded Pennsylvania Convention Center and hotel packages to customers across the country.

    Prior to joining the PHLCVB, she was the general manager for the Hyatt Regency Philadelphia at Penn’s Landing, where she oversaw all operational aspects of the 350-room hotel. A 21-year Hyatt veteran, she began her career in 1989 as a corporate management trainee at Hyatt Regency Columbus. Throughout her more than two decades with Hyatt, she rose through the ranks in a variety of positions, including assistant front office manager, front office manager, hotel assistant manager, assistant executive housekeeper and general manager.

    Coker serves on several boards, including the California Travel & Tourism Commission, California Travel Association, Visit California, The San Diego Regional Chamber of Commerce, The San Diego Regional Economic Development Corporation, and the Downtown San Diego Partnership. She is an Executive Committee Member of the U.S. Travel Association and Destinations International.

    From January 2018-2020, she served as co-chair for U.S. Travel’s Meetings Mean Business Coalition and secretary-treasurer for International Association of Exhibitions and Events Executive Committee (IAEE). From 2016-2019, Coker co-chaired the Shared Spaces Initiative to combat homelessness with Philadelphia’s Mayor, and in 2016, she served as the chair of Mayor Jim Kenney’s transition team for the Democratic National Convention.

    Additionally, Coker is a member of the Philadelphia Chapter of The Links, Incorporated. In both 2012 and 2019, the Philadelphia Business Journal named her among their Women of Distinction honorees. She was the 2017 United Negro College Fund Mayor’s Ball Honoree for Civic Leadership and was named one of the Network Journal’s 25 Most Influential Black Women in Business. She also received the Cradle of Liberty Good Scout Award by the Boy Scouts of America Cradle of Liberty Council and was the recipient of the 2011 John Wanamaker Award (Individual Award) given by the YMCA of Philadelphia and Vicinity.

    Coker is a graduate of Johnson & Wales University in Providence, Rhode Island, where she received a Bachelor of Science in hospitality management and graduated magna cum laude.

    Kimberly Hardcastle-Geddes, CEM (Moderator)

    Chief Marketing Strategist

    mdg

    As chief marketing strategist of mdg, the nation’s leading marketing and public relations agency specializing in audience acquisition, Hardcastle-Geddes and her team provide solutions that increase attendance and exhibitor participation for live and online events. Kimberly has worked in both the United States and Europe, holds a Master of Science in Business Administration with an emphasis in Marketing and has 19 years of event industry experience. She is an IAEE Krakoff Leaders Institute alumna, a columnist for PCMA’s Convene magazine and a frequent presenter of industry seminars on strategic marketing planning. She’s also a mom, runner, reader and Peloton addict.

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  • IAEE Special Webinar Series – Building Business Relationships That Last: Part 3 – Delivering Impactful Value Proposition

    Recorded On: 10/07/2021

    Business Relationship Expert, Ed Wallace, Managing Director, AchieveNEXT® Relational Capital, is back for the final last portion of this 3-part series of Building Business Relationships That Last. Hear Ed as he shares a simple three-step process to develop and deliver a value proposition ‘in the moment’ for every sales opportunity.

    Business Relationship Expert, Ed Wallace, Managing Director, AchieveNEXT® Relational Capital, is back for the final last portion of this 3-part series of Building Business Relationships That Last. Hear Ed as he shares a simple three-step process to develop and deliver a value proposition ‘in the moment’ for every sales opportunity.

    Learner Objectives:

    • Identify your business’ true sources of value;
    • Translate your sources of value into the language of the customer;
    • Learn a simple, three-step process to create value propositions based on specific customer opportunities.

     

    IAEE webinars are free to members and available to non-members for $49.

    NOTE - You can watch any of the 3-part series, even if you missed one. Recordings are available at learn.iaee.com




    Ed Wallace

    Managing Director and Vice President

    AchieveNEXT® Relational Capital

    Ed consults with and speaks for corporations and associations across the globe with a client list that is a Who’s Who of Fortune 500 companies. He is the author of Fares to Friends, Creating Relational Capital business Relationships That Last, and his most recent, the #1 best seller, The Relationship Engine. Ed was recently published in the Harvard Business Review. In addition, he is currently on the Executive Education faculty for Drexel’s LeBow College of Business and Villanova University’s Human Resources Master’s program

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  • Floor Plan Development "تطوير مخطط الأرضية " - Saudi Arabia - 11.24.21

    A well-designed floor plan or layout is critical to the success of an exhibition or event. The floor plan is a schematic drawing of the exhibit hall or event venue that includes the booths/stands available for rent to the exhibitors, facility physical features, official areas (such as registration) and other feature areas that become the exhibition marketplace. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    A well-designed floor plan or layout is critical to the success of an exhibition or event. The floor plan is a schematic drawing of the exhibit hall or event venue that includes the booths/stands available for rent to the exhibitors, facility physical features, official areas (such as registration) and other feature areas that become the exhibition marketplace. In a rapidly changing business environment, a floor plan must meet the logistical needs of exhibitors and sponsors and the shopping habits of attendees with sufficient flexibility to adjust for growth or consolidation.  

    After completing this course, the participant should be able to: 

    • Analyze an exhibition’s target market and industry segment to develop a floor plan, meeting both exhibitor and attendee needs
    • Create a floor plan that incorporates the unique features of a venue or facility
    • Identify the primary factors necessary to create a functional and workable floor plan that meets the sales goals and objectives, and needs of exhibitors and show management
    • Evaluate technology options and tools to maximize sales and sponsorships
    • Incorporate fire and safety codes and local regulations into the floor plan
    • Explain both fire and safety codes, and security and safety issues, as they relate to floor plan development
    • Define elements of a successful floor plan
    • Analyze and evaluate past and current floor plans to identify sources of improvement and enhancements to future floor plans
    • Identify the most common booths/stands used in a typical floor plan
    • Identify factors that impact traffic flow on a floor plan
    • Identify various space assignment systems and how they affect the design of a floor plan
  • Finance, Budgeting and Contracts "الشؤوون المالية، وإعداد الميزانيات والعقود " - Saudi Arabia - 11.23.21

    Understanding the application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential the exhibition organizer know the terminology used in financial management to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Understanding the application of accounting, finance and budgeting fundamentals allows the exhibition organizer to make a greater contribution to the growth and financial success of the organization. It is essential the exhibition organizer know the terminology used in financial management to develop a budget and manage the financial strategies of the exhibition. A well-developed and well-administered budget is crucial to enabling the exhibition organizer to accurately project and monitor income and expenses, track cash flow and cost controls and ultimately measure the success of the event and the organization’s return on investment.  

    After completing this course, the participant should be able to: 

    • Identify and define common revenue and expense sources for exhibitions and events
    • Design practical fee structures for registration, exhibits, sponsorships and advertisements
    • Explain basic accounting principles
    • Create an exhibition or event budget
    • Identify key elements in financial statements used by the exhibition organizer
    • Interpret financial statements to demonstrate the value of the exhibition
    • Discuss payment methods and currency considerations
    • Manage the master account
    • Prepare and manage cash flow statements; manage and control cash
    • Calculate return on investment (ROI)
    • Recognize the importance of proper contracts for exhibitors, facilities and vendors 
    • Differentiate fundamental contract terms and principles
    • Discuss the importance of cancellation and performance clauses
    • Explain force majeure and how it may impact an exhibition
    • List possible concessions; explain how they are determined
    • Define the terminology in standard hotel and facility contracts
    • Review provisions and clauses commonly included in hotel and facility contracts
  • Exhibition and Event Sales "مبيعات المعارض والفعاليات " - Saudi Arabia - 11.22.21

    In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    In order to ensure the success of an event or exhibition, there are vital elements involved in the planning process that should be conducted from the ground up. No matter how successful or well respected an exhibition may be, it should be presented as if it were a first-time event – it is the marketing and selling equivalent of zero-based budgeting. This involves highlighting an event’s features and benefits, understanding the phases of the sales cycle and the need to support sales efforts with the appropriate tools and resources, and preparing the exhibition prospectus in a comprehensive and engaging way. 

    After completing this course, the participant should be able to:

    • Identify the key steps in the sales cycle
    • Describe the exhibition sales process
    • Explain the importance of relationship selling in the sales process
    • Identify different pricing strategies
    • Explain how telemarketing is utilized
    • Develop an international sales strategy
    • Explain the importance of providing exhibitors with measurable ROI
  • Event Marketing "تسويق الفعاليات" - Saudi Arabia - 11.21.21

    Marketing is not an exact science. It includes a number of strategies and tactics that are constantly evolving so they can address changing social, cultural and economic circumstances effectively. The creation of a marketing plan that includes core practices as well as new ideas, innovations and unique points of view allows for the creation of an exhibition that may have begun as just a concept. The goal of an exhibition is to provide an appropriate environment in which buyers and sellers can come together face-to-face. Today’s technology increasingly permits the show organizer to extend the useful life of an exhibition by employing digital tools, thus further enriching the show experience. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Marketing is not an exact science. It includes a number of strategies and tactics that are constantly evolving so they can address changing social, cultural and economic circumstances effectively. The creation of a marketing plan that includes core practices as well as new ideas, innovations and unique points of view allows for the creation of an exhibition that may have begun as just a concept. The goal of an exhibition is to provide an appropriate environment in which buyers and sellers can come together face-to-face. Today’s technology increasingly permits the show organizer to extend the useful life of an exhibition by employing digital tools, thus further enriching the show experience. 

    After completing this course, the participant should be able to: 

    • Define marketing, explain the difference between the marketing and sales functions, and discuss how the two functions support one another
    • Identify the elements of a marketing plan
    • Describe market segmentation, define target markets and explain how to reach key audiences
    • List the key elements of a timeline or production schedule
    • Review event evaluation and discuss the importance of establishing benchmarks to measure goal attainment
    • Discuss the four P’s and explain how the marketing mix is applied to reach target markets
    • Identify five common tactics used in marketing plans to achieve marketing goals
    • Discuss the advantages and disadvantages of e-marketing and website marketing strategies
    • Explain the benefits of developing a social media marketing strategy and discuss related considerations
    • Summarize strategies for targeting and attracting global audiences
    • Discuss the forms of sponsorship and promotional opportunities associated with exhibitions and events
    • Create a structure to package and present opportunities for exhibiting companies to maximize participation and revenues
    • Evaluate the strength of sponsorship and promotional opportunity programs supporting the core missions of the event, such as exhibit sales and attendance promotion 
  • Digital Events Management "الفعاليات الإفتراضية " - Saudi Arabia - 10.27.21

    Digital events have become increasingly popular, especially due to the COVID-19 pandemic of 2020-2021. These types of events were initially designed as an alternative method of bringing event attendees together that made sense both economically and environmentally and as part of a company’s overall digital transformation strategy. Since the pandemic, such experiences have been developed as necessary to fill meetings, and many feel digital events will most likely remain in demand even post-pandemic. More and more companies are building out hybrid event strategies that will play up the advantages of producing face-to-face events while extending their reach by including a digital component. Only time will tell us for sure. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Digital Events have become increasingly popular, especially due to the COVID-19 pandemic of 2020-2021. These types of events were initially designed as an alternative method of bringing event attendees together that made sense both economically and environmentally and as part of a company’s overall digital transformation strategy. Since the pandemic, such experiences have been developed as necessary to fill meetings, and many feel digital events will most likely remain in demand even post-pandemic. More and more companies are building out hybrid event strategies that will play up the advantages of producing face-to-face events while extending their reach by including a digital component. Only time will tell us for sure. 

    After completing this course, the participant should be able to: 

    • Identify different types of digital events
    • Learn the basics of building a basic digital event strategy
    • Understand the three major components of a digital event and all they encompass
  • Security, Risk and Crisis Management " إدارة الأمن والمخاطر والأزمات " - Saudi Arabia - 10.28.21

    Protecting the financial integrity of exhibitions is critical, and an essential element of that goal is proper risk assessment and planning. Risk management is a continuing process that identifies, analyzes, evaluates and addresses loss exposures and monitors risk control and financial resources for the purpose of mitigating the undesirable effects of loss. This involves evaluating the security needs for an event and if a crisis should occur, having a crisis management team in place to manage it. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Protecting the financial integrity of exhibitions is critical, and an essential element of that goal is proper risk assessment and planning. Risk management is a continuing process that identifies, analyzes, evaluates and addresses loss exposures and monitors risk control and financial resources for the purpose of mitigating the undesirable effects of loss. This involves evaluating the security needs for an event and if a crisis should occur, having a crisis management team in place to manage it. 

    After completing this course, the participant should be able to: 

    • List security components of site selection
    • Identify the security needs of exhibitions and events
    • Identify essential elements of a request for proposal for a security vendor
    • Evaluate security requests for proposal responses to hire a competent security contractor
    • Explain the principles of risk management as related to insurance coverage
    • List types of event and exhibition insurance
    • Explain the concept of event cancellation insurance
    • Generalize the importance of requiring certificates of insurance from exhibitors
    • Explore the concept of protecting the exhibition organizer against losses
    • Define a crisis and how to prepare for a variety of crises
    • Develop the basics of a crisis management plan
    • Identify terroristic threats
    • Identify evaluation procedures for a crisis management plan
  • Housing and Registration Management " إدارة الحجوزات والتسجيل " - Saudi Arabia - 11.25.21

    Today’s exhibition manager has more to do than simply manage an exhibition. In reality, an exhibition manager is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily accessed and do not become a hindrance to attending the event. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Today’s exhibition manager has more to do than simply manage an exhibition. In reality, an exhibition manager is responsible for several crucial service-related elements. Two of the service fundamentals inherent in most events are arranging for accommodations for guests (“housing”) and identifying which guests will be allowed access to which portion of an event (“registration”). Planning must begin early to ensure housing and registration are easily accessed and do not become a hindrance to attending the event.                  

    After completing this course, the participant should be able to: 

    • Identify key elements of planning and managing registration and housing
    • Describe differences between exhibitors and attendees in housing needs and booking habits
    • Describe differences in registration policies and processes for exhibitors and attendees
    • Analyze criteria to select a housing and registration provider(s)
    • Effectively use housing and registration terminology
    • Evaluate housing and registration event management options
    • Develop basic housing and registration planning timelines
    • Demonstrate knowledge of financial and contractual commitments in order to secure room blocks
  • Conference and Meeting Management " إدارة المؤتمرات والإجتماعات " - Saudi Arabia - 10.26.21

    Learning has become a vital part of most meetings, events and exhibitions. Whether formal, such as credit granting continuing education programs, training sessions or seminars, or informal, such as exhibitor-provided demonstrations, presentations or networking, they add significant value to the face-to-face experience. While planning and managing exhibitions and meetings share some common aspects, competent planning and management of meetings requires special knowledge and skills. Exhibition managers may be called upon to work closely with their organization’s meeting and education manager and should be knowledgeable about the essential aspects of meetings in all of their various formats. This course is managed by the IAEE MENA Chapter and will be held in Riyadh, Saudi Arabia from 9:00am - 2:00pm.

    Learning has become a vital part of most meetings, events and exhibitions. Whether formal, such as credit granting continuing education programs, training sessions or seminars, or informal, such as exhibitor-provided demonstrations, presentations or networking, they add significant value to the face-to-face experience. While planning and managing exhibitions and meetings share some common aspects, competent planning and management of meetings requires special knowledge and skills. Exhibition managers may be called upon to work closely with their organization’s meeting and education manager and should be knowledgeable about the essential aspects of meetings in all of their various formats. 

    After completing this course, the participant should be able to: 

    • Identify different types of meetings
    • Compare education and programming formats
    • Explain adult learning theory
    • Select appropriate speakers for a program
    • List common room set-ups based on meeting type and size
    • Describe basic requirements for conference related housing, travel and transportation
    • Prepare Event Specification Guides and Function Set-up Orders
    • Develop strategies for environmentally friendly meetings and events
    • Organize ADA- compliant and accessible meetings (U.S. only)