The art of letting go

When I read about event trends there is a lot of talk about co-creation, audience involvement, peer-to-peer sessions, whitespace, unconference sessions, sharing of ideas and so on. 

I wonder: how do we all feel about this trend? For sure it sounds great to have visitors and exhibitors a say in the way the event evolves, but how about the goals and strategies of the organizers? Are they ready to share their ideas about growth, development, content and formats? It will be hard to let go of the driver’s seat….

However, if the meetings industry does not give more stakeholders a voice in its development, it might end up empty handed. It is not about the brands we create, but about the opinion others have about our brands. An opinion that used to be hidden in post-event surveys, and now is shared on social media for all to see. Real-time, as the event takes place. It’s up to the event to turn this into a true conversation – and embrace the invitation to build the future …. together.

Just this week the company that I work for, RAI Amsterdam, started to let go – a little bit.

We started a blog on our website that will enable a lot of RAI employees (chef, event supervisor, sales manager, marketeer, CEO , and more) to share their own thoughts on aspects of the meetings industry. A brave idea that will, hopefully, turn out to be a multi-facetted view of the world of events. Written from an organizer/venue perspective maybe, but always with an open invitation to all stakeholders to join in our conversation. And co-create.

Scary? Maybe. Interesting? For sure. New discussions? I hope so. To be honest…I can’t wait!

(I kicked off the series, my first official blogpost can be found here: http://bit.ly/1LmpZ8P . About trends, what else? :-) )

Building bridges

The other week I had a short conversation with a fellow cyclist. As we were parking our bikes at one of the Amsterdam RAI  parking areas, we were both looking at the big sign of one of the events: “Unleash your people”, it read. Intriguing! 

I asked if he was going to the event but he answered “No, all the stands will be showing things that I can look up on the internet anyway, so there will be no extra value for me there.”

As I am just in the middle of writing my trends report, this came as a blast from the past. Surely any 2014 event will be more than a selection of websites…. So I suggested there could be a conference attached, with best practice sessions scheduled, peer-to-peer networking areas, opportunities to share ideas and news with exhibitors, industry leaders, attendees…and so on.

The next morning we met again, same routine. The event was still on. But this time the fellow cyclist had been looking at the event website…and had realized that Yes, there was a lot going on in terms of interaction, conversation, learning, sharing and meeting new people…He planned on attending after all.

Isn't  that strange? 

As an event industry we look at every detail to ensure the best face to face interactive experience possible. Yet we cannot shake the image of trade fairs and conferences as grey, uninspired and old fashioned. Especially when it comes to younger generations.

So how can we deal with this? 

Show and tell!  Building bridges between perception and reality. 

We need to address the value of the face to face experience! The event I mentioned above is doing things right – social media, interaction, quotes….

I think we need even more conversations, pictures, recordings, vlogs, blogs, champions, discussions -  and interact before, during and after the face to face event. Interaction in communities and with individuals. We can even meet online –  by interacting we can change the image. 

After all, we know that a face to face interaction generates great ROI – right? 

It is about engaging all senses, serendipity, personal relationships,  the effect of the true handshake…it’s something we need to talk about J. 

And let's face it; without the main event, no online spin offs.

(the used image is not from the mentioned event, it's from a great conference earlier - building bridges in it's field of expertise)

Shared experiences

Remember that session when the speaker turned a tech failure into a tech success?  Or the ICCA network event when we tasted Dutch herring? Or the great fun we had in an Amsterdam pod connected to EventCamp Twin Cities?  

Well you probably do not – unless you were there.  But you have other memories  of events and tradeshows much like mine.  And more of them , I know most #eventprofs  get out a bit more than I do :-) . But that is not my point here.. it is about the power of events.

We share the same experience of venue, program, tradeshow, booths, sessions. The event provides a common ground, a framework and a shared interest even before we say Hello.

We are all out of our comfort zone, in a different setting, out of our day-to-day routine. That makes us more eager to connect and reach out to others.  And if we  already know people from previous events, even better. Than we can add another chapter  to our joint story.

That is why events, conferences and tradeshows  are so effective and irreplaceable. You do not just remember  the content and innovations, you also include the people you meet . They become a part of the story, and often turn into long term, valuable relations.

And  we keep running into each other. Through face to face meetings  maybe, but also online. We connect and re-connect in the events LinkedIn groups, on its Facebook pages, websites or via  hashtags. Giving us another umbrella to build relationships.

In fact the phrase ” long term relationships through a shared experience” was one of the tweets I sent  during an online event, the weekly #expochat that  @tracibrowne invented .  Another  way of building relationships…and a great way to share experiences!

Probably this topic was  inspired by the festive season, peace on earth, bringing people together and all that, but nevertheless it’s true.  

So any resolutions for next year? Adding to the story, I guess. Happy 2014!

Old things, new eyes

This summer I have been writing my trends report on meetings and events for the time to come. All about new and exciting things and a change of an era, but also about a mix of generations and the keeping of good and valuable things. Because it is surprising how old favorites shine in a new light when put in a different context.  A spoken word, a touch, a room. New connections.

This weekend I have been helping my parents clear part of the interior of a holiday house they have used for 40 years. They are in a fortunate position; the buyer of the house is happy to use most things in it, and all they have to do is select the items they want to keep and take them home. The things that are staying will see a new use, new eyes, new ideas, and will be joined by other stuff.

See where I am going with this? Indeed, a small step from interior decoration to meeting design J .

I like that idea, the combination of old and new things that make up a household. Or a conference. Or a tradeshow. A mix that shows a personal signature, ultimately unique. Never brand new all at once and never static, always with the main objective of its users in mind.

Adding furniture, changing color, re-using rooms. And occasionally a new roof or a new owner. Stuff that one generation throws out, is the cherished antique of another. The mix of it all makes it interesting! Plus a fresh pair of eyes.

So are there any things from that old house coming home with me? Sure. Meet my new pepper and salt buddies: from kitchen cupboard to conversation piece….I bet THEY would work wonders during a conference networking break !

(meeting) ( architecture ) inspiration

Recently  two museums caught my eye and reinforced the vision that to really innovate and improve meetings and events we need to look outside our own profession. How are other venues engaging with their visitors, their audience? What are they telling them, how are they making their stay a pleasure?  

First there was the intriguing Musée du Quai Branly in Paris, which shows art from Africa, Asia, Oceania and the Americas.  Although an interesting collection, it was the building itself that spoke to me most. With a large green vertical garden enriching the exterior and a garden with great variety of plants and  noises leading into the entrance, it made a perfect harmony of inside/outside (not to mention that it really is a “green” building). What an experience, just walking to the entrance.

Inside we were “greeted” by a permanent installation called “The River”, words flowing down a pathway, making you want to explore its source. It brings you to the permanent collection that lies on the same pathway, with larger and smaller exhibits on each side, eventually bringing you back to “The River” on your way out.  

Lessons: connecting inside/outside, flow, engagement, a double “wow” in the entrance (and exit), visible sustainability. This museum would make a great model for a meeting layout. Just think about it. I know I am!

The second was the great building of MAS in Antwerp, Museum aan de Stroom (which means it is situated at the river). It has 10 floors, the top one being an observation deck that is open to everyone: you don’t have to buy a ticket to get a great view. Every floor tells a story about the city and its inhabitants and shows a new view of the city itself through huge windows, as you go up floor after floor.

The exhibitions on each floor have the same pattern: a small entrance room with a unique experience (no, I am not telling what they are!) brings you into the actual collection, with  more detail on your mobile phone if you want to. On your way out there is an invitation to participate in an activity connecting you to the story. It brings an element of surprise and familiarity at the same time, and gives a great topic for your conversation as you go to the next floor. 

One floor has its collection open to all visitors: it houses the public depots and gives the non-paying visitors and idea of what the museum is all about. Sharing a bit of the history of the city and its collections with everyone, and probably convincing some to go and see the rest of the collection after all.

Lessons: connecting inside/outside, engagement, interaction, wow factor, use of tech, segmentation, ease, rest, sharing. How would this translate to a tradeshow? Just think about it. I know I am!

Main lesson learned? Go visit a (new) museum. Anywhere. It will teach you.

I am eager  to see what our Amsterdam Rijksmuseum will be like when they re-open in spring next year. I’ve seen images of a small plane on the top floor, and a very crisp new logo – can’t wait!

Good old fashioned multi-tasking

I do it all the time: talk on the phone, and at the same time answer an e-mail on an entirely different topic. Or listen to a webinar while I am ironing, catching only a few of the slides  

That makes me less productive, I read in articles that say true focus is key. They have a point, maybe. But being able to wonder a bit, to zoom in and out of focus, helps me see things in a better perspective.

How would that work at a conference, I wonder?  Just a thought.

At most conferences, delegates with mobile devices constantly shift focus form mobile screen to keynote speaker, typing while listening, tweeting or checking mail. Nothing new here. But what if that was taken a step further?

Can you see attendants knitting during a keynote? Or husking corn while brainstorming in a breakout session?  They could even cook their meal together. I don’t see why not, to be honest. Merge some social activity into the conference room. Business/leisure, old skool.

As I was writing just now, I started a fruit cobbler which is filling my kitchen with blueberry and cake smells. There is some butter on my Caps Lock and I forgot a few words, but otherwise both activities were truly rewarding. And that is a good feeling – not to mention that I get to eat some of the results.

Five things I learned from design and craftmanship

Back in the 80's I was an art history intern at a great London museum: The Victoria & Albert Museum. My focus was in the applied arts, and I loved being with the furniture department, learning about the way people decorated their homes through the ages, and the craftsmanship that was put in all these objects. Art with a purpose, so to speak. 

The best days, however, were outside the museum, visiting the many stately homes in the greater London area. Every weekend I was at some great building, experiencing a history in objects and stories.

I thought about this the other day, when I was rearranging some of my old books. Now that I am researching exhibitions, conferences and events, can I still learn from studies in architecture and design? Yes I can, and not only because "meeting architecture" and "event design" are part of my scope. Think about it:

-       Every room has a purpose

In stately homes it is easy to find your way. From the entrance to the main room a long corridor shows you a sequence of halls and chambers, each with its own décor. As a visitor you know exactly where you are supposed to go. But it never is boring: there is a logic that still leaves room for surprise and involvement. The folly in the garden, the mirrored room. So how about an exhibition layout? Can it be clear and surprise at the same time?

-       The need of a great architect

Well that’s obvious: a well designed conference, a successful trade show – they need a good architect who can build a gathering  just like a building in wood, stone or any other material. With eye for detail, engaging all involved (builder, painter, carpenter), communicating a clear vision. Including, naturally, his clients. All working together.

-       Add on, but keep identity

Most stately homes have been there for centuries. They saw later additions, were enlarged, had new wings built. Different in style sometimes, but always blending in with the old, original house. To keep them up to date, keep them relevant to the households. Even if a house was only lived in during the summer or winter. Events need that maintenance, too. Adding new (virtual) components, and keeping the brand alive after and before the actual event.

-       Show and tell

The best paintings and statues, the most interesting collections of silver or china, were always on display in the stately homes. Works commissioned by famous artists telling the story of the people that lived there.  A “show and tell” to impress. Events do this all the time. Sharing stories, and engaging an audience – using different platforms or formats. 

-       Partnerships

Most stately homes are situated in large, landscaped parks. Their location was chosen carefully and the surroundings make the houses stand out even more. Dramatic backdrops, sometimes. Great impact. Client, architect and landscape architect working together. Reminds me of collaboration between conference, venue, host city: stakeholders working together, all in their own expertise. Achieving great things when they collaborate.

When they build the best event possible. A special place to be.