Meetings November December 2022

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What a year 2022 has been. After the first three months spent working (or attempting to) under the National State of Disaster, all restrictions were lifted, and we have been free to host large gatherings and more. It was a dream come true.

However, switching the business events industry ‘off’ and then ‘on’ again has had far-reaching consequences, and 2022 has been a tough year. For example, Kevan Jones writes in his Talking Points column on page 39 that almost 30% of the country’s technicians are now working in the Middle East. This exodus of skills and talent isn’t limited to technical professionals and can be felt across the entire business events value chain – while many small businesses have also vanished.

owner of Event Options, shares how her company’s newly acquired (Covid-inspired) skills helped them to successfully host the SA Heart Congress in the midst of terror-attack warnings (page 24). And our six-page spread on wild MICE destinations is a reminder of the incredible natural assets available to us – perfect for creating unforgettable MICE events (pages 16 to 21).

Perhaps these positives are why there is so much optimism for 2023, which comes through in our trends feature on pages 4 to 12. Whether looking at conferences, exhibitions, incentives or venues, many changes that signal progressive shifts within our industry are underway.

But first – it’s time to take a bit of a break. The whole team at Meetings wishes you a wonderful summer holiday and we look forward to seeing you again in the new year, fresh and ready for whatever comes next.

this publication, the publisher assumes no responsibility for errors, omissions, completeness or accuracy of its contents, or for damages resulting from the use of the information contained herein. While every effort has been taken to ensure that no copyright or copyright issues is/are infringed, 3S Media, its directors, publisher, officers and employees cannot be held responsible and consequently disclaim any liability for any loss, liability damage, direct or consequential of whatsoever nature and howsoever arising.

homegrown business, Barmotion, has expanded its operations

Until next year,

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Meetings’ must-know minutiae

Meetings Africa 2023 promises improvements

The 17th edition of Meetings Africa – the leading business tourism show for the continent, owned by South African Tourism –will take place from 28 February to 1 March 2023 at the Sandton Convention Centre.

Zinhle Nzama, acting chief convention bureau officer of the SANCB, shares that improvements to the show have been made across six key areas:

1. Improved timing and frequency of communication.

2. A vetting agency will qualify all hosted buyers, while exhibitors are being invited to nominate or recommend potential buyers.

3. A mobile app will be introduced and

integrated with the diary booking system and website.

4. Inclusive public-private engagement will be carried out when developing the pre- and post-show tours.

5. More networking events will be created to help bring buyers and exhibitors together, including through the Business Opportunity Networking Day (BONDay) on 27 February.

6. A new Recovery Package is also being offered for exhibitors in 2023, consisting of an entry-level ‘plug-and-play package’ with furniture, which comes in just under R15 000.

Visit www.meetingsafrica.co.za to find out more.

Two South Africans represented in the AIPC Future Shapers programme

AIPC, the International Association of Convention Centres, recently launched its 2023 AIPC Future Shapers programme – an eight-month accelerated leadership course aimed to propel the industry’s developing leaders forward in their careers. A diverse group of high-achieving candidates from around the world have been selected for it, including two South Africans from the Cape Town International Convention Centre: Arisha Sukaloo, revenue manager, and Sibongiseni W Gcelu, executive sous-chef.

Coming up: ICCA in 2023

The International Congress and Convention Association (ICCA) announced that, on Monday 27 February 2023, it will host the 4th ICCA Meetings Africa Association Day as part of the pre-Meetings Africa BONDay (Business Opportunity Network Day).

Currently, ICCA has members in Southern, West and East Africa. And with more countries starting to focus on the business events sector as a key economic driver, it is hoping to see new members joining in other parts of the continent such as Central and North Africa. Esmaré Steinhofel, regional director: Africa, ICCA, says, “We are committed to making ICCA’s presence on the continent a ‘whole Africa’ one.”

In other exciting news, ICCA is looking to grow ICCASkills – a globally recognised educational certification programme, available for both members and non-members. ICCASkills is a way of developing new talent and addressing the ‘brain drain’ slide the industry has experienced in recent years.

Visit www.iccaskills.org for more details.

United Airlines now flies direct to Cape Town from Washington, D.C.

United Airlines now offers a direct nonstop service between the Washington/Dulles hub and Cape Town International Airport three-times weekly, year-round. The new route joins United’s existing nonstop three-times weekly service from Cape Town to New York/Newark, as well as its daily service from Johannesburg to New York/Newark. Meanwhile, United’s partnership with local carrier Airlink provides customers with additional links to destinations within the southern cone of Africa.

New SARS online traveller declaration

On 29 November, the South African Revenue Service (SARS) launched a pilot project of its new online traveller declaration at King Shaka International Airport in Durban. Travellers can use the system on a voluntary basis. SARS then intends to roll it out at the country’s other international airports in 2023.

For more details, please visit the official web page at www.sars.gov.za/ travellerdeclaration.

ANTICIPATING

& beyond

Meetings brings you a collection of trend reports and industry expectations for the short-term future of the MICE sector, focusing on conferences, exhibitions, incentives and venues.

CONFERENCES

Glenton de Kock, CEO of SAACI, summarises what the conference sector can expect when he says, “An anticipated increase in delegate numbers to in-person meetings and events may come as no surprise for those in the trenches: live events are back and are here to stay. But it’s not back to business as usual. In fact, it can’t be.”

Here are four trends that are altering the way we host conferences going forward...

TREND #1: HYBRID EVENTS

While the world returns to face-to-face events with enthusiasm, the hybrid event format is expected to persist. Ellen Oosthuizen, owner of Bebe Events and chair of PCO Alliance, says, “PCO Alliance members agree that we should expect a

combination of virtual and in-person meetings, as travel options will still be very limited, and we have become accustomed to the simplicity and cost-effectiveness of having hybrid conferencing and working remotely.”

She adds, “Corporates have learnt that they could save hugely on budget with virtual and hybrid events during lockdown, so their spend is now very carefully considered. Being budget conscious is now more important than ever. Meanwhile, accessibility and flexibility are two major considerations for attendees, both of which hybrid events offer.”

Keith Burton, MD of African Agenda, agrees that hybrid is here to stay, adding, “The degree/ definition of hybrid is going to vary enormously, and the ability to cope with and deliver against a wide range of hybrid options will be what differentiates us PCOs in the years ahead.”

There are almost endless variations in how hybrid event formats can be held, but three

broad examples to illustrate this include: largely inperson events with online content, largely online events with in-person meet-ups, or small live events that are connected online to essentially create a larger event.

Glenton de Kock, CEO of SAACI, also anticipates this trend, saying, “Some corporations are still pulling back their in-person plans to prioritise safety and save on costs. Therefore, in 2023, planners will be searching for immersive studios that turn a dreaded ‘Zoom call’ or ‘Teams meeting’ into an awe-inspiring, seamless event that exceeds the audience’s expectations and spreads your message further than ever.”

Key takeaway: Technical know-how is going to be increasingly important. Ellen summarises, “AV suppliers, venues and event managers need to become tech savvy and improve their technical skills themselves and be well equipped to always offer a hybrid event or element to an event.”

TREND #2: SUSTAINABILITY

An impressive 80% of respondents in the American Express 2023 Global Meetings and Events Forecast* say their organisation takes sustainability into account when planning meetings and events, while 76% have a defined sustainable meeting programme strategy in place.

South Africans are likely trailing in these numbers, but Morwesi Ramonyai, chairperson of the Event Greening Forum (EGF), agrees there is a growing local movement. She says, “Under the shadow of the climate crisis, accountability, transparency and greater corporate responsibility are what we can expect to see. Talk of netzero and active target-setting will become mainstream, as the healthy race to be perceived as environmentally conscious wages on. As such, the greening of conferences and events is a ripe, low-hanging fruit for decarbonisation and impact.

“The recent carbon tax developments in South Africa will also be a critical driver towards the shift – which is all good overall, because the winner is the climate after all.”

Glenton adds that, now more than ever, companies need to make sure that their environmental, social and governance (ESG) processes are moved to the centre of their strategy in 2023. He adds, “This should start with measuring the impact any business is having on society and the environment, and then move to increasing transparency, reporting and accountability.”

The PCO Alliance also cites sustainability as a fast-growing trend. “PCOs need to discuss with their clients and venues how they can make their events more sustainable. We need to be looking at carbon footprints of events more than ever, since big corporates require sustainability reports and certification from event companies,” says Ellen.

“As a result, we expect to see less paper and more digital communication at events, more recycling of conference paraphernalia, using the hybrid event model to reduce travel-related

carbon emissions, and opting for more sustainable food and beverage service (such as no single-use plastic, more local and seasonal foods, and more wholesome options),” she adds.

Key takeaway: If you haven’t already, now is the time to develop a sustainability strategy for your business. Morwesi adds, “At the EGF, we are committed to equipping you with information, tools and knowledge to make this easier for you. Follow us on our social media platforms and visit our website (eventgreening.co.za) – or better yet, become an active member.”

TREND #3: DEI

Practices around diversity, equity and inclusion (DEI) have started to gain greater attention globally, which is also playing out in the events industry. Glenton says, “We note that clients may start to become selective about the services they choose based on a provider’s commitment to DEI and sustainability efforts.”

The American Express forecast found that 87% of the respondents said their organisation actively strives to incorporate DEI into their meetings and events. This is mostly done through opting to use minority-owned suppliers, with other popular strategies including “choosing destinations with active outreach to multicultural groups, hiring certified diverse suppliers, and booking venues that are 100% accessible.”

Key takeaway: Most event organisers are clued up on this topic, but it’s worth a reminder to continue to assess how accessible and representative your events are.

TREND #4: WELLNESS

Ellen says, “Since the pandemic, corporates are wellness conscious and concerned about their staff’s well-being.”

There are many ways to consider well-being. For example, Glenton believes that planners need to take a people-centric approach and consider offering more sensory and quiet spaces in nature or breakout rooms that incorporate meditation. Meanwhile, the American Express findings share that planners are moving away from packing as many sessions or activities into a day, recognising that attendees simply cannot maintain that level of enthusiasm and focus.

Key takeaway: Most planners are aware of this trend and look for interesting ways to include it in their programmes. However, Ellen notes that many venues continue to serve cakes and pastries with few healthy alternatives – which is a missed opportunity to add value, easily and cost-effectively.

(Turn to page 22 for some inspiration on how to add wellness into your events.)

*https://www.amexglobalbusinesstravel.com/theatlas/american-express-meetings-events-forecast

Corporates have learnt that they could save hugely on budget with virtual and hybrid events during lockdown, so their spend is now very carefully considered.”

EXHIBITIONS

Local exhibitions are returning with new ideas and energy. Here are the biggest trends emerging in this space.

TREND #1: TRADE SHOWS EMBRACE DIGITISATION

Digitisation is emerging as the exhibitions industry’s biggest trend. Mark Anderson, portfolio director at Specialised Exhibitions – a division of the Montgomery Group, explains a common approach with this trend when he says, “Whereas the emphasis of our exhibitions will continue to be on an in-person event experience that engages all the senses, we recognise the benefit of incorporating the latest digital tools and services. It will be a ‘light’ hybrid event in the sense that we will make further use of the latest digital tools and digitisation, while very much enhancing the in-person exhibition experience.”

Social media is playing a key role in how they engage with people at their events – both before, during and afterwards, adds Charlene Hefer, portfolio director at Specialised Exhibitions. One interesting approach they’ve used, which exemplifies the blend of digital and in-person, is using social media influencers for Hostex 2022. These “captains of industry” were able to engage the target market both on social media and at the live event with great results.

Specialised Exhibitions also plans to improve their various digital assets, says Charlene, and “in the future, we also see the incorporation of AIpowered matchmaking solutions with video calling features and further enhanced attendee and exhibitor networking and live discussions.”

Megan De Jager, portfolio director: Travel, Tourism & Creative Industries at RX Africa, also stresses the huge value that digitisation offers. She says, “365-engagement will be more important than ever in 2023. A trade show is no longer a once-off event, it requires from the event organiser to build a community of engaged attendants and connect with them throughout the year.”

She says that, while 2023 Africa Travel Week will be a live show, they will continue to engage with their community year-round thanks to its virtual hub: ATW Connect. Here, virtual masterclasses and events featuring industry thought leaders will provide relevant information throughout the year.

Megan adds that digitisation also enables personalisation – another trend her company is embracing – as it means communication can become far more targeted and therefore effective.

Another huge benefit of digitisation is that it can be tracked and measured. Mark says, “The advanced digital tools and platforms are also able to capture and analyse ‘industry insights’, which is invaluable to business, marketing and communications strategy and to enable organisers to tailor exhibitions to the specific needs of industries.”

Key takeaway: If you haven’t yet, now is the time to choose and use your preferred digital tools and strategy.

TREND #2: SHIFTS IN PARTICIPATION

Devi Paulsen-Abbott, chair of the African Association of Exhibition Organisers (AAXO) and vice president of dmg events, expects the lingering effects of the pandemic on international travel will continue to impact exhibition participation.

She says, “Organisers will need to manage expectations around the geographic profile of visitors given the rising cost of passenger air travel in South Africa, which has increased by almost 50% over the last 12 months (due to pent-up demand and the closure of several domestic airlines). This is going to have a substantial impact on geographic reach and participation of visitors (and possibly exhibitors) whose ability to travel domestically may be stifled due to the cost and capacity of travel.”

Conversely, Charlene expects to see an increase in international travellers in 2023. She says, “With most travel restrictions having been eased during 2022, this will enable both international exhibitors and visitors to plan ahead for participation in our shows in 2023.”

Fuelling this likelihood for Specialised Exhibitions is that it has consolidated some of its shows to promote business growth. For example, Electra Mining Botswana and Caminex (which was hosted in Zambia) are going to be consolidated into Electra Mining Africa 2024, which should see more exhibitors and visitors coming together – a shift that will benefit the business interests of both.

Key takeaway: Identifying and attracting your audience has never been more critical; however,

in the words of Devi, “While foot traffic at events remains a key performance metric for organising teams, organisers will need to adjust focus and efforts in improving the quality of their attending audience to ensure right-fit collaboration and networking opportunities. Outreach will need to be more personalised and a bigger focus on value will need to be articulated.”

TREND #3: SUSTAINABILITY

Devi and Megan both cite sustainability as a significant trend influencing how trade shows are managed.

One initiative that will hopefully spur on collective sustainable action across the international exhibitions industry is the Net Zero Carbon Events (NZCE) pledge. UFI, the Global Association of the Exhibition Industry, together with AIPC, the International Association of Convention Centres, and ICCA, the International Congress and Convention Association, has initiated the NZCE initiative, which is being hosted and communicated by JMIC, the Joint Meetings Industry Council.

Kai Hattendorf, CEO of UFI, explains, “The exhibitions industry has been working on this issue for a while. UFI, for instance, set up its sustainable development working group back in 2008. But it’s true to say that the agenda has grown recently, especially around climate change and the need for industries to be active, in addition to governments and individuals. We, as the exhibitions industry, need to show that we are a part of the solution of the climate crisis, and not part of the problem.”

As well as addressing the key concern of reducing greenhouse gas emissions (and achieving a netzero emissions target by 2050), and measuring and managing water and energy, Kai adds that there is also an opportunity for the industry to demonstrate its positive social impact through job creation and the benefits exhibitions can create for local communities. These are as much a part of the sustainability conversation as managing resources.

Kai adds that the pledge has so far received over 400 signatories from 55 countries, and he expects all segments of the events industry to be strongly represented in the future.

Key takeaway: Join the movement and sign the pledge at netzerocarbonevents.org. Next, and in the words of Edwin van der Vennet, owner at beMatrix and one of the signatories to the pledge, “Just start!” Don’t think about the net-zero target, which can be overwhelming. Just look at what you can start doing now, he advises.

It will be a ‘light’ hybrid event in the sense that we will make further use of the latest digital tools and digitisation, while very much enhancing the in-person exhibition experience.”

EXHIBITIONS

Lee-Ann Alder, association manager of the Exhibition and Event Association of South Africa (EXSA), shares that EXSA members are focused on delivering stands with a wow factor. “People are looking for innovation and excitement on stands, so there will need to be a lot of out-of-the box thinking and strategising. At the same time, with budget cuts, quality will be prized over quantity and stands need to deliver what they promise to deliver.”

Justin Hawes, MD of Scan Display and president of the International Federation of Exhibition & Event

STAND DESIGN TRENDS

Services (IFES), also stresses the impact that shrinking budgets will have on stand designs. He says, “Marketing budgets are going to continue to be tight and exhibition stand designs will be carefully monitored for the value they deliver. I think we will continue to see growth in compact, economical stands incorporating fabric graphics. For example, we have seen good growth in our Fabric Pop-up System, which shows the value clients see in a portable, versatile, reusable display solution.”

Justin adds that fabric isn’t only an economical option that looks good, but

it also provides “a great green solution – easy to wash and reuse, and store and transport.” It’s use therefore also speaks to the increasing importance of making more sustainable choices at events.

For the very latest trends in stand design, don’t miss EuroShop, the world’s top retail trade fair. It will return to Düsseldorf, Germany, from 26 February to 2 March 2023. If you can’t be there, Meetings magazine has you covered and will be bringing you exclusive coverage of some of the show’s stand design highlights.

ExpoGuys - STM at Electra Mining 2022

Scan Display - Africa Data Centre at AfricaCom 2022 Scan Display’s Fabric Pop-up System

DK Design - Multotec at Electra Mining 2022

INCENTIVES

According to the 2022 Incentive Travel Index (‘the Index’), 91% of the 1 417 respondents surveyed “agree that, with a dispersed workforce, incentive travel will have an even more important role [in] building engagement and company culture”.

In this context, the industry is gearing up for a busy future, although it’s not without its challenges – cited by the respondents as inflation (66%), attracting talent (64%) and new expectations on contract management (64%).

TREND #1: CLOSER TO HOME AND ALLINCLUSIVE RESORTS COME OUT TOPS

The Index shares that buyers are favouring closer destinations and resorts, although there is still an appetite for “something new and seeking destinations they haven’t used before”.

Tes Proos, founder of Crystal Events Africa and president of the Society for Incentive Travel Excellence (SITE) Africa, shares that many local SITE members agree that travellers are still reticent to explore long-haul destinations in case they could get stuck – as happened with Covid and the Delta variant in 2020, followed by the Omicron variant in 2021. “If the 2022 festive season is unaffected, then we expect this will no longer be a concern,” she adds.

Additionally, costs are up across the board, says David Sand, group CEO of Uwin Iwin, noting that airline costs have increased by more than 33.4% (August 2022), which has

INCENTIVE TRAVEL PREFERENCES

The Incentive Research Foundation’s (IRF) 2022 Destination Preferences Study white paper findings share the following ranking of important qualities of an incentive trip:

• You are given ample time to relax – 87%

• You could take your spouse/significant other/friend along – 81%

• The trip offers luxury accommodations and experience – 80%

• You are provided a bit of spending money to cover ‘extras’ or out-of-pocket expenses – 77%

• The trip was to a destination to which you had never been before – 67%

• Your seat is upgraded to a seat better than economy class – 66%

• The trip provides a more intimate and exclusive experience even if it means fewer winners – 65%

• You have the opportunity to be recognised in front of your peers – 52%

• You receive a merchandise gift as part of the experience – 50%

• You have the opportunity for significant professional networking – 47%.

David adds, “From our post-trip surveys of 2021 and 2022 trips, our South African data would support that the top four priorities also factor highly for South African delegates.”

Meanwhile, the Index respondents ranked the following activities as follows:

• Activities that promote relationship building – 72%

• Group cultural sightseeing experiences – 66%

• Luxury travel experiences/bucket list – 58%

• Group dining experiences – 57%

• Award celebrations – 48%

• Multiple options aimed at smaller groups – 46%

• Free time – 46%

• Team-building activities – 42%

• Activities promoting wellness – 35%

• CSR activities – 35%

• Activities that promote sustainability – 28%

• Meetings – 25%

• Business tours and field visit – 21%

• Shopping experiences – 12%.

undoubtedly affected destination choices. He adds, “The weaker exchange rates put greater pressure on local companies to provide an all-inclusive experience so that, even during leisure times, we don’t put winners in an uncomfortable position of not being able to enjoy themselves.

“We have managed this balance with careful selection of hotel and resort venue, balanced organised and leisure time, and furthermore a wide choice of on-trip activities that meet a diverse preference palate.”

Of course, the weaker exchange rate also makes South Africa an appealingly affordable destination, which could benefit the inbound market.

Thembi Kunene-Msimang, COO at Tourvest IME, adds that destinations with less stringent or no visa requirements are

another consideration. “Not needing a visa or not requiring vaccination takes a lot of pressure off the planning, especially with the short lead times we are experiencing,” she says.

Key takeaway: Tes says, “We expect that 2023 will be a pickup year, but 2024 is going to be packed. With South Africa only lifting most of our Covid barriers since April 2022, the decision-making for 2023 programmes was diverted to domestic destinations or international ones where Covid protocols were more acceptable. Now that our borders are open, the prospect of South Africa is back on the horizon.”

TREND #2: CSR

Geoff Saner, owner of Creative Incentives, says that while experiential travel has always been an objective in the industry, companies are increasingly asking that it include a corporate social responsibility (CSR) angle. “Companies want to contribute to good causes in some way while they visit a destination,” he says.

The Index shares that 35% of the respondents believe that this is an important ingredient in a successful programme.

The Society for Incentive Travel Excellence (SITE) Global Leadership Insights adds that CSR activities have the potential to make an incentive trip incredibly meaningful and memorable. However, caution is given that the activity must engender authentic benefits and not be a PR exercise.

opportunities where

can confer

and much-needed benefits, and which can make for unique experiences, so this is an easy one to offer.

TREND #3: SUSTAINABILITY

Geoff also notes that sustainability is a growing trend. He says, “Organisers are taking on the responsibilities of including this into their local conferences or outbound groups. Many are calculating the carbon cost of flying and the activities included in the trip. Or the activities themselves are going green. For example, I am taking groups to the Abu Dhabi Grand Prix. Formula 1 racing is not very green, but they are aiming to cut their annual carbon emissions from 256 000 tonnes to net zero within the next five years. I believe the awareness will continue to grow.”

David adds, “We as a business are also committed to promoting a more sustainable

incentive travel agenda. To this end, our partnerships and choices in the supply chain become very important selecting sustainable eventing protocols, transportation and venue choice.”

‘Activities that promote sustainability’ was an important element among 28% of the Index respondents.

Key takeaway: Sustainable considerations are not going away, so take steps to educate yourself and your team on what you can do to improve the sustainability of your operations. One of the most effective ways to do this is per David’s strategy at Uwin Iwin, and to focus on developing a sustainable supply chain.

Sources: www.incentiveindex.com siteglobal.com/leadership-insites theirf.org/wp-content/uploads/2022/07/IRFIncentive-Travel-Destination-Preferences-WhitePaper-2.pdf

Key takeaway: South Africa is rife with CSR

groups

tangible

We expect that 2023 will be a pickup year, but 2024 is going to be packed.”

VENUES

Johan Cronje, cluster GM for the Marriott Melrose Arch Collection, is optimistic about the future, and says, “Due to the longer lead time generally associated with international, incentive as well as association events and conventions, I think that this segment will still take a little time to recover. It is, however, really reassuring and exciting to see the business pipeline building up in 2023 and beyond.”

Here are some of the top trends that will influence the decisions venues make as they chart their recovery.

TREND #1: ‘EXPERIENTIAL’ IS THE NEW SALES CURRENCY

Sven Bossu, CEO of the International Association of Convention Centres (AIPC), admits the industry always has numerous trends at any one time, but says the one he believes warrants the most attention – because of its ability to boost attendance – is experiential entertainment.

He says, “In order to convince people to join face-to-face meetings, ROI alone is no longer sufficient. Participants are looking for an experience they can take home, and which goes beyond what it expected.”

He adds that when planning the 2023 AIPC Annual Conference with the team at the European Convention Center Luxembourg, “We did not talk about square meters, catering, etc. We talked experience – local speakers, use of destination assets, creative use of rooms – in function of what we wanted to achieve as an association.”

Sentil Gopinath, CEO of the International Congress and Convention Association (ICCA), believes the metaverse is a key trend for a similar reason. He says, “We believe the metaverse is all

about the experiential. What we do has to mean more. The metaverse has the potential to make events even more extraordinary and more fulfilling for all involved. Understanding the importance and possibilities offered by the metaverse – and leading the conversation – is something ICCA is keen to promote. And doing more for our members – in person, virtually and combining both – is a challenge ICCA greatly looks forward to meeting head on.”

Key takeaway: Sven believes the experiential trend provides a great opportunity for destinations and convention centres, adding, “If they are able to grasp what the organisers are trying to achieve and they can match that with unique experiences, they will elevate the journey for the participants, make the organisers achieve their objectives, and demonstrate the attractiveness of both the destination and venue.”

TREND #2: HYBRID EVENTS CONTINUE TO REDUCE IN-PERSON

ATTENDEES

Lindiwe Rakharebe, CEO of the Durban International Convention Centre, believes that hybrid events are only going to increase over the next 5 to 10 years, and “communities will interact through the combination of virtual and face-to-face experiences in ways that will increase their return on investment and improve efficiencies.”

The exception to this, she adds, are trade shows, which she believes “will come back in a big way for in-person events.”

Guy Stehlik, CEO and founder of BON Hotels, agrees that with the ability to now conduct business online, more attendees are indicating they may not attend as many B2B events as they did pre-pandemic. “This is especially evident among millennials who are demonstrating more and more reluctance to attend B2B events. Furthermore, those who may have travelled to a range of events pre-pandemic are now increasingly choosing to do so far less,” he adds.

Key takeaway: Many venues now offer a hightech setup to accommodate hybrid events and offset the lost footfall revenue. Meanwhile, the experiential trend mentioned above also presents a means to increase in-person footfall.

TREND #3: SUSTAINABILITY

It’s not only climate change concerns that are driving the sustainability discussion for venues. South Africa’s supply struggles for both water and energy, not to mention increasing costs, are also great reasons to go (at least partly) off-grid. Meanwhile, improved sustainability is becoming a selling point to attract new business.

The CSIR ICC’s Minister Kganyago, business development manager, and Refilwe Nchebisang, acting marketing manager, share that their venue has implemented several social and environmental responsibility initiatives over the years. These include training staff and partnering with relevant service providers to proactively promote green conferences to clients.

They add, “The CSIR ICC has also implemented an energy demand management initiative to ensure consistent energy supply for its clients. This

Matching 2019 rates (as is current practice) is unsustainable and we should not degrade our products and services further by falling into the traditional discounting spiral.”

Key takeaway: Venues stand to gain several benefits from ‘going green’ – from limiting their carbon emissions to reducing costs and ultimately benefiting (and therefore attracting) event organisers who are also striving to become more sustainable.

TREND #4: AN INCREASE IN RATES

Guy warns, “As South Africans brace for further energy price increases, rising inflation, higher labour costs and increasing costs of supplies into 2023, PCOs, meeting and event planners should prepare for further price increases across the board next year.”

He explains that the influx of events – fueled by pent-up demand coupled with shorter lead times – is also driving up prices across venue hire, accommodation, food and beverage, and production.

Contributing to this is the fact that demand for meeting space is high because “corporate meetings are now competing for space with a wide variety of events that have had to be rescheduled”, while many companies have given up their offices and need to find places where they can bring their teams together.

controls the heating, ventilation and cooling in the building, so that these systems only operate when venues are in use.

“Given the current energy crises, the energy demand management trend will continue to be on the forefront of discussions with the need to accelerate the transition towards global net-zero emissions for the events industry.”

The City Lodge Group is also pursuing several strategies to improve sustainability. Lindiwe Sangweni-Siddo, COO, says, “Our sustainability journey grows every year as we reduce our carbon footprint by adding new ways to save

precious resources like energy and water, minimise single-use plastic, and reduce waste.”

She shares that 25 properties have been fitted with solar panels, with more to follow, while all amenities are free from single-use plastic, and their Hydration Stations offer guests free, chilled, magnesium-enriched, filtered still and sparkling water to reduce plastic bottles heading to landfill. The group is also increasing the variety of plant-based and vegetarian dishes on its menus, and has introduced new technologies such as an app, online check-in and QR codes, to reduce paper.

Guy adds, “I firmly believe South African hotels, lodges and resorts have no choice but to increase rates across the board and that we need to look to at a minimum 20% increase for 2023 for accommodation, food and beverage, and conferencing. Matching 2019 rates (as is current practice) is unsustainable and we should not degrade our products and services further by falling into the traditional discounting spiral.”

Key takeaway: Adjust your value proposition as well as your price. As Guy says, “We will be positioning our rates for MICE higher for 2023 but will similarly ensure the value-for-money proposition to our guests is not negatively affected in any way.”

A City Lodge hydration station

City Lodge now provides zerowaste amenities for its guests

The Marriott Melrose Arch Collection is a sought-out destination for MICE events. Alison Turner shares some of the best practice strategies employed that make it such a popular venue.

HOSTING EXCEPTIONAL EVENTS

There are many reasons to want to host your event at one of the Marriott Melrose Arch Collection properties. Each of the four luxurious properties has its own unique personality, while the address is the centrally located, safe and upmarket Melrose Arch Precinct. And because each property is within close walking distance, precinct-wide events are a possibility, offering clients and planners “flexible and versatile spaces, that can accommodate large events with ease,” says Alison Turner, cluster director: Marketing.

However, what really sets the collection apart is the exacting degree of customer service and satisfaction that it consistently delivers, says Alison.

GOLDEN KEY OPPORTUNITIES

Marriott Melrose Arch Collection believes that a successful event is one where the client’s brief is superbly understood and

executed. Which is why its team has developed a ‘golden key’ approach.

By paying careful attention to a client’s brief, the team identifies their priorities and then looks for ‘golden key’ opportunities to unlock the doors leading to this vision. These ‘doors’ are moments where something extra and special can be done. Say a theme is central to the purpose and success of an event; the golden keys would be creative ways for the team to let that theme travel throughout the event, such as through the food and beverage offering, and unexpected little details in the decor.

It’s a simple but effective method to push the teams to clarify their clients’ wants and needs – and to deliver on them in an attentive and innovative manner.

BRINGING THE CONCEPT TO LIFE

Another tool the team uses to ensure they are delivering on brief is their concept room, which allows the team to set up a table as planned for an event, so that a client can see exactly what it will look like on the day. They can touch the tablecloth and see how the table settings and centrepieces look from 360 degrees. The concept room’s decor matches the ballroom, right down to its matching

chandelier, so this is an effective way to give clients an authentic taste of what’s to come, as well as absolute confidence in their choices.

STATE-OF-THE-ART TECH

For clients looking to host a conference or business meeting, the precinct is also leading the way in terms of offering the best event technology. Alison explains, “Using technology is central to Marriott’s way of working, as it allows us to be dynamic and inventive. Our conference facilities offer world-class conferencing experiences, and our whole precinct is based in South Africa’s only officially recognised smart city, Melrose Arch.”

All clients and events automatically benefit from the streamlined ease and efficiency that this setup offers – which is just another way their needs are being heard and prioritised by the brand.

Unlock a variety of Venues. Four Experiences. One Address.

BARMOTION TO A NEW MARKET expands

Getting your corporate brand into the right hands is not easy, but that’s the service Barmotion provides for its clients – quite literally. Barmotion’s fully customisable mobile bar solution serves delicious, branded drinks and eats directly to your client base when attending business events. It’s a sure way to draw a crowd (and therefore eyes and leads), which is probably why Alexia refers to her team as ‘rockstars’.

Alexia is understandably proud of the company, which she founded in Johannesburg over 12 years ago and has grown to supply trade shows, conferences, activations and

launches around the country. More recently, she has taken the bold step of opening a branch in the UK.

She says, “Barmotion is a proudly South African brand, and our roots will always remain firmly here. But thanks to our amazing team and clients, we’ve been able to grow into a global business and take our rockstar hospitality and branding solution to a wider market this year.

“While our UK branch doesn’t yet match our local operations and range, we’re proud of what we have been able to achieve so far. And thanks to the reputation we have built up

here at home, we’ve found UK corporates are very welcoming and receptive to what we have to offer.”

The expansion has not impacted Barmotion’s local operations, and its delectable offering of both indulgent and health-conscious drinks and eats – from gelato to sushi and coffees to smoothies – is still available to its same exacting standards and friendly level of service as before.

“From a local client point of view, nothing has changed except that we are gaining new experiences and ideas by entering a new market, which we believe can only be of benefit to us all,” adds Alexia.

WHAT BARMOTION’S CLIENTS HAVE TO SAY

“MiX Telematics has worked with Barmotion on a number of our events over the years and our experience with them has been nothing short of fantastic! The team is very professional and offers excellent service, as well as recommendations to elevate your event. They go the extra mile to make every event a great success. We would definitely recommend the Barmotion team for any of your event needs.”

– MiX Telematics (SA)

“The Barmotion team have been extremely helpful from the get-go. Keeping us in the loop through every stage and creating an incredible bar – we couldn’t recommend them enough. We chose the popcorn bar and the smell attracted everyone in the room to our exhibition stand.” – Enhanced (UK)

“Barmotion is one of the most professional and efficient service providers I’ve had the pleasure of working with. Their service delivery, friendly staff, delicious offering and willingness to always go above and beyond is honestly unmatched. Barmotion is the epitome of excellence.” – Ankole Brand Communications (SA)

“We had the pleasure of opening our new flagship store in London with Barmotion. Everything worked well. Very good and professional service and very nice staff. I definitely can recommend it! :-)” – Victorinox (UK)

“My only feedback is… Barmotion’s standard of service remains top-notch.” – Shanghai Events (SA)

“It was a pleasure working with Lex and her team! The coffee, drink selection and branding were excellent – we couldn’t be happier! Barmotion are significantly more affordable than competitors and offer the same, if not more, at a lower rate. We will definitely use their service for our events again!” – SportsProMedia (UK)

Always looking to the future, Barmotion has opened a new branch in the UK. Meetings catches up with founder Alexia Swart to find out more about this expansion and what it means for her loyal client base in South Africa.

Let ’ s go

BAZARUTO, MOZAMBIQUE

If you’re seeking sea safaris and isolated islands for your next MICE event, the Bazaruto Archipelago National Park in Mozambique holds a strong allure. Comprising five small islands covering 143 000 hectares, the protected area is both beautiful and biologically diverse.

ATTRACTIONS

The islands of Bazaruto are covered in coastal forest, wetlands and savannas. Birders and divers from around the world come to this national park for the huge array of exotic bird and sea life, including the opportunity to glimpse the region’s last viable population of dugongs.

VENUES AND ACCOMMODATION

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“Anantara resort can cater for up to 114 guests and can cater for most upmarket MICE events. Azura Benguerra, being smaller, is a magnificent incentive getaway. Both properties offer a variety of water activities, private beach picnics, game fishing (tag and release), snorkelling, diving and dhow safaris.”

Anantara on Bazaruto island has 44 villas, some with more than one bedroom, allowing them to sleep a total of 114 guests. The conference facilities can accommodate a maximum of 60 delegates, while a range of incentive activities and excursions, a spa, gym and several luxury dining options (including signature private dining) are available.

Brian Jackman wrote, “Everything in Africa bites, but the safari bug is worst of all.” Meetings looks at some top bush safari destinations – plus a forest, river and sea safari option – in Southern Africa, which could be just the choice to get your MICE clients coming back for more.

Azura Benguerra resort offers 20 beachfront villas, each with a private eternity pool, and friendly Mozambiquan butler-hosts to look after guests’ every need. In addition to providing several activities, it has a Padi five-star dive centre, a spa and a cellar stocked with an impressive collection of imported French wines –the perfect accompaniment for a private beach dinner. The resort is eco-friendly and can claim to be Africa’s first Tesla-powered solar hotel, and has an optional carbon offset programme for guests.

GETTING THERE

The easiest way to reach Bazaruto is to fly to Vilanculos International Airport (a 1 hour 30 minute flight from Johannesburg). From there, Azura Benguerra

Natalie Tenzer-Silva, director of Dana Tours, recommends two venues

MICE events:

Anantara Bazaruto

helicopter transfers are available to both hotels, or guests can transfer by boat after a short road transfer.

South Africans do not need to apply for visas if their stay in Mozambique does not exceed 30 days.

CHOBE RIVER, BOTSWANA

chobenationalpark.co.za zqcollection.com/zambezi-queen

A boat safari on the Chobe River is a favoured small group safari destination for Sean Kritzinger, executive chairman at the Giltedge Group. Venturing out on tenders (small 10-seater boats) allows guests a unique opportunity to get close to the abundant wildlife in the 117 000 hectare Chobe National Park that are drawn to the water to drink, bathe and play.

ATTRACTIONS

Sean says, “Giltedge recommends MICE with a difference and Zambezi Queen on the Chobe River has 14 cabins that can accommodate up to 28 guests. Zambezi Queen is a luxury floating hotel offering superb water-based game viewing and spectacular scenery. This remote, intimate setting is great for MICE travel, with wonderful activities such as fishing, birding, water-based safaris and cultural tours.”

ACCOMMODATION

The Zambezi Queen has 14 suites, all with outer decks and uninterrupted views, while a comfortable dining room, bar and lounge area encourage guests to kick back and relax.

GETTING THERE

Kasane International Airport is a 1 hour 45 minute flight from Johannesburg. From there, road and boat transfers to and from the Zambezi Queen are included in the rate. Alternatively, shared or private road transfers are available at an additional cost from Victoria Falls International Airport, Harry Mwanga Nkumbula International Airport (formerly Livingstone Airport) and Katima Mulilo Airport. South Africans can obtain a visa on arrival in Botswana.

KAPAMA GAME RESERVE, LIMPOPO

kapama.com

Another of Sean’s top picks is Kapama, which spans 15 000 hectares of pristine savannah and riverine forest in the greater Kruger region. Here, visitors are regularly treated to sightings of vast herds of buffalo, elephant and antelope, with the opportunity to tick the big five off their bucket list.

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ATTRACTIONS

Sean explains, “The luxurious Kapama Game Reserve is great for groups, with many options, as they have a number of camps. They offer excellent game viewing, bush dinners and other experiences such as bush walks and a spa and wellness centre.”

Other activities include a visit to a cultural village or centre for endangered animals, hot-air balloon rides, bush dinners and team-building activities such as The Kapama Amazing Race and Game Capture Participation – the latter being an opportunity to take part in treating wounds of

Chobe - Zambezi Queen Kapama River Lodge

sick or injured animals, as well as attaching antipoaching tracking devices and relocating animals.

ACCOMMODATION & VENUES

The largest of the Kapama Private Game Reserve camps is the luxury five-star River Lodge, with 62 rooms (seven standard rooms, 33 deluxe, 16 spa suites, two royal suites and four spa family suites). It also offers conferencing facilities that can seat up to 200 delegates, while its Xitsumbeni dining facility can be closed off to accommodate 60 delegates.

Smaller conferences can be held at Kapama Southern Camp (maximum 30 pax in schoolroom

style). The Southern Camp has 25 rooms (15 standard suites, seven villas and three family villas), while Karula Lodge has 12 villas. All three camps are located a short drive from each other, enabling larger groups to be split between them.

GETTING THERE

Kapama is next to Eastgate Airport (Hoedspruit Airport), which is an hour’s flight from O.R. Tambo International Airport in Johannesburg. Alternatively, Kapama Air’s eight-seater aircraft is available on request, connecting guests to several local and international destinations.

LOKOBE SPECIAL RESERVE, MADAGASCAR

andilanaresort.com/en ravintsarahotelmadagascar.it home-the-residence.com/en

Lokobe is located on the island of Nosy Be, just off northern Madagascar. This 740 hectare national park is home to the last remaining original Sambirano forest on the island, as well as the black lemur and the beautiful Nosy Be panther chameleon.

ATTRACTIONS

Daryl Keywood, MD of Walthers DBS, singles out Lokobe as a favourite wild place for incentive groups, a choice he explains when he says, “Madagascar is pretty wild, with some challenging logistics; however, once you arrive, opportunities abound. Taking an incentive group paddling in local outrigger fishing canoes, from Ambatozavary to Lokobe Reserve, followed by a trek during which one encounters several types of lemurs, boa constrictors and chameleons in their natural forest environment is truly once in a lifetime. It ranks right up there with gorilla trekking in Rwanda and Uganda, which are also exhilarating and humbling experiences we offer our clients.”

ACCOMMODATION

On Nosy Be, there are several hotel options suitable for incentive groups. Daryl suggests, “The large, all-inclusive Andilana Beach Hotel is a win for a younger crowd, with restaurant options and nightclubs; however, smaller groups might prefer the garden atmosphere and huge rooms offered at the authentic Ravintsara Wellness Hotel, or the more intimate The Residence. All are on the ocean and accessible by boat, which makes water transfers an easy option.”

GETTING THERE

Previously, Airlink offered direct 3 hour 30 minute flights from Johannesburg to Nosy Be’s

Ravintsara Wellness Hotel

Andilana Beach Hotel

international airport, Fascene Airport; however, Madagascar has indefinitely banned South African airlines from entering the country, which means travellers from South Africa will need to fly via another country and airline such as Mauritius and Ethiopia. Daryl shares that the industry is optimistic that the ban will be overturned soon.

South African passport holders can obtain a 90-day visa on arrival.

MADIKWE GAME RESERVE, NORTH

WEST

northwestparks.org.za taugamelodge.co.za rhulani.com

Madikwe is the fifth largest game reserve in the country, spanning 75 000 hectares and offering visitors the chance to see the big five as well as three hunting packs of the highly endangered wild dog. Despite its impressive offering, it’s not as well known as other parks and therefore somewhat of a hidden gem. And since day visitors are not permitted, it presents an exclusive and uncrowded bush experience.

Being located against the south-east border of Botswana and close to the Kalahari, it’s also in a malaria-free area.

ATTRACTIONS

Madikwe is another favoured MICE destination for Daryl because of its rhino conservation activities. He says, “Madikwe is a prime location, where incentive clients can provide much needed funding that enables conservation professionals to dart rhinos, usually from a helicopter, and then once safe the participants assist veterinarians conducting research, identification and these days horn removal.

“We are fortunate to have had our clients participate in 12 rhino conservation activities. In every case it has been the highlight of the incentive trip. There are additional conservation activities involving elephant, wild dog and other endangered wildlife.”

ACCOMMODATION & VENUES

Boasting 11 luxury and seven ultra-luxury lodges, as well as an eco-bush camp, Madikwe has a range of well-appointed accommodation options to choose from.

Tau Game Lodge has 30 chalets and state-of-the-art conference facilities that can accommodate up to 60 delegates, all overlooking a large waterhole.

For smaller corporate groups, Rhulani Safari Lodge’s ‘leisure room’ can accommodate up to 10 delegates for a private event or board meeting. With seven luxury chalets, the whole

Rhulani Safari Lodge

lodge can be booked out exclusively, with additional five-star accommodation available at a neighbouring lodge should there be overflow.

GETTING THERE

Flights from Johannesburg to an airstrip inside the reserve operate on a daily basis and are highly recommended. Alternatively, the nearest airports are Gaborone Airport (28 km away) and O.R. Tambo International Airport (369 km away).

SABI SANDS GAME RESERVE, MPUMALANGA

sabi-sands.com

Sabi Sands covers 65 000 hectares and shares an unfenced 50 km boundary with

the Kruger National Park, allowing animals to roam freely between these spaces. The name Sabi Sands comes from the two rivers running through the game reserve – the Sabi and Sand rivers – which attract a high density of big game, including frequent leopard sightings.

ATTRACTIONS

Stephanie Moss, director of the Solutions Group Events, says, “Game lodges and experiences are bucket list trips for international guests and South Africans alike. In my mind, the Sabi Sands complex offers the best and most memorable experiences for game viewing and the lodges are sublime – give me Ulusaba, some of the camps at Sabi Sabi or Singita any day – big budget ticket items though!”

Day visitors and self-drive safaris are not allowed, which makes for exclusive game drive or bush walk experiences.

ACCOMMODATION & VENUES

Sabi Sands boasts a huge range of accommodation options. Some are ultraluxurious, and some are quite affordable. Most include meals and safari activities.

Extra indulgences at some of the premium lodges include a tennis court, gym, wine cellar and stargazing from the bush observatory at Ulusaba Safari Lodge (owned by Sir Richard Branson); a library, underground wine cellar, Zen Garden and Amani Spa at Sabi Sabi Earth Lodge; on-site wine tasting at Singita Ebony Lodge; and mountain biking and archery at Singita Boulders Lodge.

GETTING THERE

The quickest and most convenient way to reach Sabi Sands is by air. Flights are available from Johannesburg and Cape Town to three nearby airports: Kruger Mpumalanga International Airport, Hoedspruit Airport and Skukuza Airport.

TSWALU KALAHARI GAME RESERVE, NORTHERN

CAPE

tswalu.com

For small incentive groups seeking a truly exclusive experience, here it is. Tswalu Kalahari is South Africa’s largest private game reserve, yet limits access to a maximum of 40 guests at a time. This ratio of guests to wilderness (the lowest in the country) ensures those staying at Tswalu have an incredible opportunity to freely explore its 114 000 hectares. In doing so, they are also supporting the reserve’s

Sabi Sands - Ulusaba

Sabi Sands - Ulusaba

ATTRACTIONS

Aside from game drives entirely suited to guests’ schedules and preferences, a range of activities are available and include habituated meerkat encounters, nature walks, tracking, horse riding, stargazing, star-bed experiences, and meeting visiting scientific researchers and resident artists.

Over 80 species of mammal reside in Tswalu, including the black-maned Kalahari lion, desert black rhino, oryx, and other rarities such as brown hyena, aardvark and ground pangolin.

For foodies, another big attraction is Restaurant Klein JAN, an internationally acclaimed eatery conceived by Michelin-starred chef Jan Hendrik van der Westhuizen. Set in a century-old farmhouse overlooking the expanse of the Kalahari, diners are treated to incredible flavours and food authentic to the Northern Cape and its heritage, all sustainably sourced and served.

ACCOMMODATION

Tswalu offers three luxurious safari camps: the Motse, Tarkuni homestead and Loapi tented camp (opening in July 2023). Depending on the camp chosen, the following are available: butlers, private chefs, spa treatments, gyms, photographic studios, boutiques and gourmet snack pantries, in addition to the requisite plunge pools and fire pits.

GETTING THERE

Tswalu’s airstrip operates a daily scheduled service, with both 1 hour 30 minute flights from Johannesburg and 2 hour flights from Cape Town.

VICTORIA FALLS, ZAMBIA anantara.com/en/royal-livingstone

Victoria Falls is one of the Seven Natural Wonders of the World and offers a thundering wildness that can be enjoyed from the elegant and relaxed ambience of the Royal Livingstone.

ATTRACTIONS

After soaking up the sights and sounds of the majestic falls, many activities are on offer for guests. These include wildlife viewing, river safaris, microlight flights, helicopter rides, horse riding, croquet, swimming and spa treatments. Several dining experiences are also available – from dining on a restored steam locomotive that crosses the Falls, to authentic

African feasts by firelight, traditional high teas and cocktail sundowners overlooking the Zambezi River.

Sean recommends the Royal Livingstone Hotel Zambia by Anantara, saying, “The Royal Livingstone offers luxury accommodation and is great for group travel. They also offer 50 different adventures to select from, including game viewing, water-based activities and boma dinners around the fire with African dancing.”

Other appealing features include the wildlife that roam the grounds freely, offering unforgettable up-close encounters, and the discreet butler services.

Six meeting rooms are available at the adjoining AVANI Victoria Falls Resort, the largest of which can accommodate 450 delegates in theatre style.

GETTING THERE

Guests have the choice of a 25 minute transfer by car through Livingstone or a 4x4 river safari boat crossing the Zambezi River (alongside hippos, crocodiles and bush elephants) after landing at the nearby and well-connected Harry Mwanga Nkumbula International Airport.

South Africans do not require a visa for Zambia.

Tarkuni homestead

Restaurant Klein JAN

The Motse

ambitious conservation efforts for its wildlife as well as the local community (the positive impact of which has been measured and publicly published).

VENUES & ACCOMMODATION

We all work better when we’re feeling our best, which is why wellness elements are appearing at business events – including venues that are engineered to support wellness. Meetings explores some of these spaces and the benefits of going this route.

MIXING BUSINESS & health

Wellness tourism – defined by the Global Wellness Institute (GWI) as “travel associated with the pursuit of maintaining or enhancing one’s personal well-being” – was valued as a US$720 billion (R12.25 trillion) market in 2019. Like all forms of tourism, it took a hard hit during the pandemic, but it is expected to bounce back with vigour (in part because the pandemic has placed a greater appreciation and value on good health) and the GWI predicts it will reach a value of $1.1 trillion (R18.73 trillion) in 2025.

This economic value is driven by the fact that making healthy choices is such a prevalent phenomenon. For example, 92% of wellness trips and 90% of wellness tourism spend in 2020 were made by secondary wellness travellers. This means that wellness was not the primary purpose of their trip, but at least some of the choices and activities during their trip were intended to maintain good health and wellness.

Another GWI study estimates that 10-15% of global economic output is lost every

year from workforce unwellness, including chronic disease, work-related injuries and illnesses, work-related stress, and employee disengagement. Supporting employee wellness presents businesses with an opportunity to reduce losses and save money. It’s no wonder that wellness is making its way into the workplace, and into the business events and tourism space. But what does this look like?

PUTTING HEALTH FIRST

Anne Biging and Dr Elisabeth Ixmeier founded Healing Hotels of the World in 2006, a global hospitality brand focused on health and healing. In addition to providing consulting services, Healing Hotels has curated two collections of member hotels in 35 countries –including South Africa.

Anne says, “There has been a high interest in this market among corporate travellers for quite a while now, as business travellers seek a mental balance between work and relaxation.”

As a consequence, the company has launched its second collection – the Urban

Healing Hotel Collection – to specifically target business travellers. These member hotels “offer safe spaces, with an advanced spa menu, healthy food options, and often close access to some form of nature.”

This last point relates to the proven health benefits that being in nature offers, and which has led doctors around the world to give patients ‘green prescriptions’ as part of their treatment plan for long Covid. Therefore, if you’re looking for a venue to promote health and well-being, this should be a consideration.

“When it comes to the concept of healing in the MICE market, there is a strong demand. Healing setups are a hot topic, especially in business environments. This varies in the different fields: at conferences, bigger companies choose the healthy food options, organise movement and meditation breaks, or offer treatments to conference participants. Not only do they follow the trend, but they see the desire among the participants,” adds Anne.

YOU ARE WHAT YOU EAT

One Healing Hotels member is Santé Wellness Retreat & Spa, a five-star luxury hotel in Paarl.

Ingrid Hindle, CEO and co-owner, shares that the corporate clients they attract are often blue-chip companies that “have a natural affiliation to health and wellness”, such as insurance companies, medical aids and the health faculties of universities.

Ingrid believes that the foundation of health is through healthy foods. She expands, “Our cuisine is proudly prepared without the use of sugar, dairy, gluten, colourants or preservatives, and we make use of low GI. The dishes are therefore revitalising and energising – not to mention delicious and filling –and do not allow the sudden drop in sugar levels associated with high-sugar, high-carb meals. This enables participants to remain fully focused and attentive throughout their days at Santé, enhancing productivity and output at conferences.”

‘SITTING IS THE NEW SMOKING’ Santé (which is French for ‘health’) also offers yoga sessions and healthy cooking demonstrations, which Ingrid says are great tools to build team spirit while also imparting

simple and healthy lifestyle changes. And of course, the spa is also available to provide health optimising treatments to those who want them.

Samantha Geyser, spa manager at The Fairway, says spa add-ons are becoming increasingly popular for conference organisers “as a value-add or an extra activity for the delegates and to make their conference more enjoyable and memorable.”

Not only is this a treat, Samantha highlights that the benefits of massage can also help delegates get the most out of the conference. For example, the increased flow of blood and flow of the lymphatic system can help to reduces stress, tension and pain, while improving energy and alertness – all of which can promote better focus.

CONFERENCING WITH A DIFFERENCE

When it comes to conferencing, incorporating spa treatments in the programme is unusual but it can be done.

Corné Houston, spa manager at Kloofzicht Lodge & Spa, explains, “We do conferencing with a difference. While we include your standard items and conference setup, guests can remove their shoes on arrival and get into our spa slippers. (The more adventurous groups change into our spa gowns and conference in that!) Each delegate receives a spa treatment and spa gift, and our facilities can be enjoyed at leisure.”

The spa conference package makes use of a small boardroom that can accommodate a maximum of 10 people, with three package options – 24-hour, full day and half day.

Corné says that “massage, massage, massage” is the most popular trend among corporate clients at present, which she attributes to the stress people have been living under over the past two years.

On the topic of trends, Anne adds that Covid has caused many Healing Hotels to establish long-Covid programmes and packages that focus on emotional balance and spiritual well-being. “Also, worth mentioning is a stronger lookout for properties that embrace sustainable practices and display social responsibility,” she notes, both of which are aspects of good health beyond the individual level.

The benefits of massage can also help delegates get the most out of the conference

THURSDAY 13:00, 27 OCTOBER:

MAKING THE DECISION

The Board and Risk Audit Committee within SA Heart convened an urgent meeting to discuss our options. We decided to move the event to a hybrid platform and give all delegates and speakers the option to select attendance in person or virtually.

Hosting a congress after a terrorist threat

WEDNESDAY, 26 OCTOBER: SECURITY THREAT IS ANNOUNCED

We were aware of the media announcements on Wednesday, and immediately began consultations with the management at the Sandton Convention Centre (SCC) – the venue for the 2022 SA Heart Congress. Our very first point of action was to let the suppliers know that we were still going ahead with the event, until further notice, but that we were investigating other options. (This decision was influenced by the fact that we had already started to load in and start build-up preparations.)

An email was also distributed to our entire attendee database on Wednesday evening to acknowledge that we had heard of the threat, high-level meetings were going to take place on Thursday, and that further communication would follow.

THURSDAY MORNING, 27 OCTOBER: STRATEGISING THE OPTIONS

The pre-congress workshops at Discovery Place on 27 October went ahead, as scheduled, while our team discussed our options and how we would be able to quickly implement them, planning the various scenarios, cost implications and operations plans.

After security meetings, the SCC management team confirmed that they would not be closing the venue. They shared that they would implement a series of additional precautions, including the deployment of special security units in Sandton and non-invasive searches of all people entering the building (both physical and with a metal detector). This provided the basis for our immediate next steps.

Communicating to all stakeholders was critical. Contact was made with our exhibitors and partners to explain the situation personally, where possible. An email was prepared for all attendees, which explained the multiple steps that the venue, together with the South African Police Services, had undertaken to increase security to ensure the safety of all on-site.

THURSDAY EVENING, 27 OCTOBER:

GOING HYBRID

During lockdown, we moved our business to virtual events, so setting up a functional, easy-to-use platform within a few hours was made easy because of our recent experience and active licence with EventsCase. We were able to offer the congress a secure, accesscontrolled virtual platform that offered attendee engagement features together with detailed attendee reports for CPD points.

This is not to underplay the extent of work involved. We had to build an entirely different web portal to allow virtual participation in each lecture hall for over 600 potential delegates. Pulling through hundreds of lectures with videos, transferring existing pre-recordings through to the new portal, creating new individual feeds linked to live on-site HD cameras, creating user-specific login permissions with passwords and payment verification, notifying all registered participants with the updated format, and tracking all participants online were just some of the activities that were designed in less than half a day to completely change the format of the congress.

We also needed to assist with flight rerouting, hotel bookings, security upgrades and logistics. I’m proud to say that my team did this without rest or complaint, and were able to ensure that each and every participant was informed, assured and motivated to attend through whatever medium necessary.

FRIDAY TO SUNDAY, 28-30 OCTOBER: SUCCESS!

The congress officially started on 28 October, as originally planned. It went off smoothly, across both formats, and was very well received.

We had to build an entirely different web portal to allow virtual participation in each lecture hall for over 600 potential delegates.”

What do you do when a terrorist warning is issued the day before the congress you are planning is due to start?

Larna Jackson, business owner of Event Options, shares her experience of just how she and her team navigated this unexpected challenge for the 22nd annual SA Heart Congress.

minutes with 5

LINDIWE RAKHAREBE, CEO OF THE DURBAN INTERNATIONAL CONVENTION CENTRE

WHAT DREW YOU TO WORKING IN THE LIVE EVENTS INDUSTRY, AND HOW DID YOUR CAREER START?

When the position for CEO of Durban ICC came up, I knew that with my vast experience and expertise in the corporate environment, I would be in a favourable position to provide strategic management while leading high-performance teams at Africa’s top MICE venue. I was also keen to be part of the executive team responsible for making an economic impact on Durban and KZN. And I was attracted to the Durban ICC’s commitment to give back to its community through its corporate social investment (CSI) projects as part of its wider environmental, social and governance programmes.

IF YOU COULD TIME TRAVEL AND GIVE YOUR YOUNGER SELF SOME USEFUL CAREER ADVICE, WHAT WOULD IT BE?

I believe I have done the right thing in honing my corporate management skills in the financial services industry before venturing to head an iconic international convention centre; however, a better understanding of the power of the business meetings industry as a catalyst for the knowledge and visitor economies would have got me looking for a career within the MICE industry sooner.

WHICH TRAITS DO YOU HAVE THAT YOU THINK ARE STRENGTHS IN YOUR ROLE AND THE MICE INDUSTRY?

I have been told that my leadership style is characterised by love, respect and open communication, and I place a premium on the importance of work-life balance. I am of the firm belief that nothing supersedes the value of being a mother and the importance of belonging to a family. I guess my love for family overflows into the workplace where I see my colleagues as part of my larger family.

PLEASE SHARE YOUR FAVOURITE CAREER HIGHLIGHTS WITH US.

I appreciate having gained a strong background in corporate management, and while at the Durban ICC it has been a pleasure to witness my teams flawlessly managing major international conventions, exhibitions and live entertainment concerts.

Another highlight has been working around the challenges of the microscopic coronavirus bug. The pandemic forced us to reinvent the business. Innovation came to the fore with the introduction of hybrid meetings, which saw person/face-toface attendees connecting virtually with other meeting attendees.

ABOUT LINDIWE

WHAT ROLE OR INFLUENCE DO YOU BELIEVE YOUR ORGANISATION PLAYS IN THE INDUSTRY?

Opened by the first democratic President of South Africa, Nelson Mandela, in 1997, the Durban ICC continues to transform people’s lives and has prioritised entrepreneurship and the advancement of SMMEs as a stimulus to achieving economic growth and development.

The Durban ICC forms an integral part of business tourism by attracting international events to our shores. A total of 444 events were held at the Durban ICC in the 2018/19 year. This generated a total of 1.22 million delegate and visitor days, and a revenue figure of R177 million. Additionally, 8 421 people were employed directly and a further 5 643 people were employed indirectly because of events hosted this year.

Put another way, the Durban ICC has been responsible for creating and sustaining more than 100 000 jobs cumulatively over the past 11 years. Just as we have led the way in growing the meetings, conventions and exhibitions sector in South Africa, we look forward to making history in the next 20 years and beyond.

Prior to assuming her position as CEO at the Durban ICC in April 2015, Lindiwe gained over 30 years of experience in the corporate environment, serving in a management capacity for all four of South Africa’s major banking institutions, including as the regional executive for Absa KwaZulu-Natal.

During her tenure at the Durban ICC, she has delivered five impressive sets of financial results and clean audits, while the venue has received several accolades including the World Travel Award for ‘Africa’s Leading Meetings and Conference Centre’ and being included in the world’s top 17 client-rated convention centres.

No one wants their events to fizzle. Quite the opposite. But what is an impactful event? And how do you make sure yours is one? Meetings asks some successful organisers for their take on these questions.

WHAT MAKES AN IMPACTFUL EVENT ?

JOHN INGRAM

MD of Hiside Group, organisers of a full range of corporate events

What makes for an impactful event?

Impact means memory – that take-home feeling or memory we all have after an event. It’s obviously important for all delegates to have a positive feeling or experience, but the one that counts most is that person who will either give you next year’s event or not. So, rule number one is to make sure you know what their impact criteria really are!

I’d also recommend having a ‘wow’ factor. It’s that something special that everyone will talk about for a long time after the event. Just make sure it’s not a negative. (Like the moment the waiter dropped the lamb shank on the MD’s head!)

What is your advice for creating impactful events?

Simply put, the event has only one primary outcome and this is measured in the achievement of the objectives as set by the client. The challenge to any events person is to nail down these objectives so that they are clear and achievable, and that they can be measured fairly.

By way of example, a client could want an awards evening for 10 awards to be given out, accompanied by a good meal and for everyone to have a good time and feel special. This is a typical brief and appears very simple. However, there are curve balls in the detail!

For example: how the awards are given out is critical. Which is the most important? Are the guests expecting them? Is there an element of surprise to be shown? How are the nominees to be introduced? The list goes on.

The key to this is getting proper answers from the key person/s in the company that owns the event. If they have not considered the answers, make sure you sell the best solution to ensure the event works. This later input comes from experience and ensuring the event doesn’t flop or fizzle out.

The event has only one primary outcome and this is measured in the achievement of the objectives as set by the client.”

JUANITA MALES

What makes for an impactful event?

Overall impact is driven through the delegate journey. And that should be a seamless one that comes as a result of a seamless online registration process and payment solution – integrated to the on-site registration experience. This is further enhanced with cutting-edge technology and access to information through a curated website. The information flows further to the on-site experience via a custom-designed mobile app. Once on-site, the programme, content and speakers are also critical impact ingredients. Access to industry leaders and great networking opportunities also deliver high value for attendees.

What KPIs do you like to use to measure the success of your conferences?

Surveys and polls give you a true understanding of the experience of exhibitors, sponsors, delegates and speakers. And, of course, as a business, client retention and repeat business are proof of success. We have strong relationships with clients where we have partnered with them for over 12 years.

Do you have anything else to add?

Corporate social investment (CSI) is another area where events can have a positive impact on their communities. At Scatterlings, we like to include a CSI impact in our events, which can range from showcasing start-ups to donating excess food, stationery and clothing to reputable charities, or planting trees through Greenpop’s sustainable urban greening and forest restoration projects.

In addition to the above, we also support local job-creation initiatives wherever possible by sourcing items that are locally produced and make an impact on job creation.

Operations director at Scatterlings, professional conference organisers

Surveys and polls give you a true understanding of the experience of exhibitors, sponsors, delegates and speakers.”

PROJENI PATHER

What makes for an impactful event?

There are many factors to measure event success; for each event stakeholder, this varies. It is often dependent on the objectives decided on. But to assess the impact, we need to start by setting measurable objectives; this allows for more reliable data rather than hearsay. The measurable data allows stakeholders to track and compare event-on-event or year-on-year success.

How do you measure the success of your exhibitions?

We tend to use the following KPIs:

• delegate/visitor attendance

• exhibitor stand sales

• sponsorships

• media coverage

• stakeholder feedback

• social media engagement and reach

• competition entries

• exhibitor engagements

• exhibitor rebooking

• seminar theatre attendance.

Can you give an example of an event you organised where one of these KPIs was incredibly successful?

This is a difficult one to point out, as we always use a multitude of indicators to measure success, and they are often dependent on each other. Measuring success is easiest when quantifiable objectives are set. It’s also important to listen to your stakeholders; for exhibitions, attendees and exhibitors are the key stakeholders. Understanding their reasons for participation and what they want to achieve is vital in delivering a successful exhibition. This is a good foundation to utilise when setting exhibition KPIs.

Each of the listed indicators above has its own methodology for measurement. When assessing an exhibition’s KPIs, essential factors to consider include historic data, industry averages, the state of the economy, and environmental factors.

DON’T FORGET TO USE THIS NIFTY POST-EVENT SURVEY TIP

Skift Meetings and Webex published The Complete Guide to Event Data Strategy earlier this year, which shares some great best practice advice for designing your post-event surveys (among other things).

One of their tips puts the meremeasurement effect to good use. This effect is defined by Pallav.io as: “Merely measuring the intent of a person to engage in a behaviour makes them more likely to act on it. More specifically, the mere act of measuring a person’s intent to buy a product will increase their subsequent purchase behaviour,

if they hold a positive attitude about the product.”

In the context of event attendance, if your survey asks attendees if they plan to attend your next event, the mere act of saying they will makes it more likely that they actually will!

(Don’t forget to include the date of your next event, to help keep them on track.)

To download the full Skift Meetings and Webex report, go to: https://meetings. skift.com/reports/the-complete-guideto-event-data-strategy

MD of Exposure Marketing, organisers of the consumer trade show MamaMagic Expo

To assess the impact, we need to start by setting measurable objectives; this allows for more reliable data rather than hearsay.”

Harnessing the power of team building

While team building alone won’t magically create effective teams, it is a useful tool that can be used to improve team dynamics and therefore productivity.

Meetings speaks to the experts to find out more.

Alan Hosking, a leadership development expert and publisher of HR Future magazine, says, “With command-andcontrol leadership fast falling into disuse, collaboration is the name of the game, and collaboration is just another word for teamwork.”

This change is driven by evidence that consistently highlights the benefits that a well-functioning team can deliver – in a nutshell, “greater productivity and profitability of the team”.

Alan explains that, by working together to achieve a goal in an informal and fun environment, teams can learn more about each other’s strong points as well as weaknesses. These insights can improve future collaborations. Team building also helps to nurture and strengthen relationships, which enhances “the team’s creativity, communication and trust, resulting in greater agility.”

Lastly, an often-overlooked benefit Alan draws attention to is that team building can provide an opportunity to spot new leaders (those who show initiative and courage) and expose hidden talents.

CURRENT TRENDS

Gerry Skerritt, founding director of Dream Team Catalyst, says there have been

exciting developments globally in the team development arena. However, he believes South Africa has many activity originators and thought leaders, keeping the industry on par with global innovations and best practice.

For the last 12 months, he’s found most companies are interested in activities that will help teams reconnect after so much time spent apart due to lockdowns and remote work. In these instances, he recommends activities like the Big Picture, where “teams create a giant artwork through intense, structured and focused action, using a ‘one team, one goal’ approach”, or Orchestrate, where teams learn to play real orchestral instruments in two hours, after which they perform two iconic pieces of classical music.

Two other trends Gerry has identified are using team-building activities as an opportunity for corporate social investment or for experiences that will give employees the skills and knowledge they need in an increasingly technology-centric workplace. “We made a massive investment in gamifying our activities through sophisticated technology and gameplay that engages people while ensuring that knowledge and skills are developed and retained. AI, robotics, drones and other envelope-pushing technologies are almost a standard feature in many of our current offerings,” says Gerry.

ON-SITE VS VIRTUAL TEAM BUILDING

During lockdown, many companies developed virtual team-building activities. Beach and Bush Adventures was among them, and director Sean Uys reveals that they have been surprised by how similar the outcomes and results have been compared to the in-person ones: “After running hundreds of virtual team-building events, we can honestly say that it is really effective and even has some distinct advantages.”

He shares the following advantages when hosting virtual team building:

• It can be easily run 24/7 for any team anywhere in the world.

• It cuts out many big costs, such as venue hire and travel.

• It reduces the time out of office cost.

• It’s unaffected by bad weather.

• By using Zoom, the entire team can still see each other, and it’s possible to elicit positive interactions. He adds, “One thing worth mentioning is that the style of facilitation is very different.

Facilitators need to be highly skilled, unself-conscious and outgoing individuals in order to effectively run Zoom- and Teams-based activities. This is because these events require a higher level of interaction and awareness by the lead facilitator.”

“Finally, the most frequent question that we hear these days is: ‘What do you have that’s new?’ Clients are less likely to accept old concepts, or rehashed or poorly copied ones,” he concludes. As a result, the company regularly adds new products to its portfolio, including 16 new programmes this year and an anticipated 20 next year.

FIRST, KNOW YOUR GOAL

As the trends above illustrate, team building can deliver many different outcomes, so you need to be clear on your desired outcome before choosing an activity, says Sean Uys, director of Beach and Bush Adventures. He elaborates, “If you have just gone through a merger, we would suggest you focus on collaborative

activities. For a sales team, we would recommend low-impact competitive activities that will appeal to all and allow teams to let off steam.”

You will also need to carefully consider the personalities and preferences of the people involved when choosing your activities. This is to avoid situations where some team members may feel uncomfortable, embarrassed or simply cannot participate, which will defeat the objective of a team build.

Whatever you decide to do, it should be compulsory for the whole team to attend. “Teams need to be inclusive. Often, senior management don’t attend or ‘sit out’. What this creates is an us versus them mentality, which is precisely what you should be looking to avoid,” says Sean.

ALAN HOSKING’S 5 TIPS FOR TEAM-BUILDING SUCCESS

1. GET AWAY FROM THE OFFICE

If you want to have everybody focused on the team-building exercises and not being called out of the room to answer the phone, you need to arrange a venue away from the office. Choose one that is relaxing, yet stimulating, where people will feel free to think new thoughts and try new things. That’s when the magic happens…

2. CREATE A FUN ENVIRONMENT

Many people make the mistake of thinking that having fun is unproductive and unfocused. That’s not true. Fun can often result in people becoming a lot more focused because they are really enjoying what they’re doing. A fun environment also reduces stress and tension, setting people free to be themselves and make mistakes without fear of criticism. This enhances the learning experience.

3. CHOOSE THE ACTIVITIES WISELY

There must be a reason and purpose behind the various team-building exercises that are undertaken, otherwise it is a waste of time and money. Do your homework to identify what teambuilding activities will be of most benefit to your team’s particular needs and goals.

4. ALLOW TIME FOR REFLECTION AND FEEDBACK

Learning takes place on two occasions: during the actual activities and then during the reflection and feedback session. When the team engages with one another about what happened, why it happened (or didn’t happen), and why the winners prevailed, some real value emerges.

5. HAVE A GREAT FACILITATOR

The facilitator can make or break the reflection and feedback session and add some real value by highlighting insights for the team. It’s therefore important to select a facilitator who has the expertise and experience to identify the important lessons and impart them upon the team members.

Photo credit: Dream Team Catalyst

AFRICAN MICE:

RECOVERY IN 2022 AND EXPECTATIONS OF 2023

PARTNERSHIPS AND COLLABORATIONS

“If you want to go fast, go alone. If you want to go far, go together.”

– African proverb

Two years after the start of Covid-19, the business events industry was given the green light to open its doors and welcome the return of significant annual events in many countries on the continent. A reflection of the recovery of key industry events such as Meetings Africa, Africa’s Travel Indaba and World Travel Market is worth reviewing to assess the economic recovery in 2022.

THE RETURN OF KEY CONTINENTAL EVENTS

Despite the fact that the industry took a beating, and an unprecedented number of businesses were forced to close during the lockdowns, the business events industry is rebuilding itself by becoming more resilient and foundationally stronger. The return of these continental MICE events has allowed African economic activity to

regenerate throughout the value chain (South African Tourism, 2022).

The recovery of the business events industry has coincided with the recovery of the aviation industry. Although the African aviation sector was negatively impacted during Covid, it is slowly gaining momentum. The International Air Transport Association (IATA) has forecast a pre-pandemic recovery in 2024, with African air travel experiencing a 103.6% rise in June 2022 revenue passenger-kilometres (RPKs, the standard measure for air travel demand) versus a year ago. June 2022 capacity was up 61.9% and load factor climbed 15.2 percentage points to 74.2% (where load factor is the percentage of available seat kilometres used by passengers – i.e. roughly three in four seats were filled on flights). This is the lowest increase among regions (IATA, 2022).

The MICE industry is part of a much larger ecosystem than just one destination. To achieve shared organisational successes, the industry increased its joint ventures, partnerships and collaborations in 2022.

The East Africa Tourism Platform is one example of such private-sector collaboration. The platform – comprising five African countries: Rwanda, Kenya, Uganda, Tanzania and Burundi – works to promote inter- and intraregional tourism through advocacy, marketing, skills development, research and information sharing.

During the pandemic, the collaboration expanded its partnership to increase tourism visitors in all participating countries while also strengthening networks and partnerships. The goal of the partnership is to remove barriers to tourism, trade and socio-cultural development in the region (East African Tourism Platform).

The African Union’s socio-economic flagship programme, the New Partnership for Africa’s Development (Nepad), is another example of partnership on the continent. Nepad was

Rivania Govender , research specialist at Niche Partners, proposes that collaboration could be the key to unlocking the full potential of the African MICE sector’s recovery.

established in 2001 as a “roadmap for continental development”. Its four main objectives are to eradicate poverty, promote sustainable growth and development, integrate Africa into the global economy, and accelerate women’s empowerment.

Two memorandums of understanding (MoUs) were signed between the African Union Development Agency (AUDA), Nepad and the UN World Tourism Organization (UNWTO) – the first in 2016 and the second during the regional conference on strengthening brand Africa for the swift recovery of the tourism sector, which took place in Namibia in June 2021.

The first MoU’s implementation led to important outcomes like the launch of the African Tourism Tech Adventure – a platform to support young entrepreneurs in the tourism industry and offer technology-based tourism solutions. The agreement also led to the provision of technical assistance for the development of the African Regional Tourist Strategy, which would help the continent’s tourism industry grow.

The second MoU’s main goals are to advance tourism as a tool for development in Africa

in accordance with the UNWTO’s agenda for the continent, which is also in line with initiatives outlined in Agenda 2063, to forge solid alliances to support the growth of the continent’s tourism industry, and to assist African nations in developing strategies to quickly recover from the effects of the Covid-19 pandemic (AUDA-Nepad, 2021).

The East Africa Platform and Nepad are two examples of partnerships to achieve common goals, which will continue to be necessary in 2023. In addition to crossorganisational collaborations in the MICE industry, opportunities for co-creation with emerging industries exist. The inaugural annual ranking of Africa’s Fastest Growing Companies by the Financial Times provided insight into the corporate landscape on a continent where annual compounded growth rates for businesses in technology, fintech, support services and agricultural commodities have increased exponentially (Financial Times, 2022). Since the MICE sector promotes networking, trade and education, 2023 presents an opportunity to collaborate with these various industries.

Have

Scott Langley proposes that the subscription model is a lucrative opportunity for organisations who know how to apply it well.

Harnessing the power of subscription and automation

Awise man once said, “The secret to getting rich is to only sell things that people never stop buying.”

It seems everywhere you look today, you find companies adopting some form of subscription services. Although these subscription models aren’t new by any means, I would argue that they are the future. Many billion-dollar organisations have been built by successfully using this business model.

And understandably so.

THE ELEGANCE OF SUBSCRIPTIONS

Think Netflix, Zoom or any one of the

productivity apps on your phone right now. Almost all major software products are now offered on a SaaS (software as a service) basis, offering users a low monthly or annual subscription instead of a once-off, outright purchase of the product.

Two main drivers are accelerating the popularity of this model. First, the cost to ‘own’ these products would be prohibitively expensive. (Consider what it would cost to buy a copy of all the movies, documentaries and series on Netflix today.)

And, second, even if you could afford to buy them all, would you want to? What about

new movies you want to watch that haven’t been released yet, or the next season of your favourite series? New content is constantly being produced, so we’d rather stay connected via a low monthly subscription in perpetuity.

Today, more and more organisations are waking up to the huge potential that subscription models offer both their customers and their bottom lines. Digital offerings like software, apps and mobile games are obvious examples, but even companies selling physical products are getting on board.

For example, BMW owners can now choose to activate additional services in their cars on a

‘microtransaction’ basis and unlock the heated seats and heated steering wheel features for an annual subscription.

Global organisations are providing some form of a continuity programme, membership benefit or subscription model to their current market offerings. And yet, many member organisations (associations, societies and clubs) in South Africa are failing to leverage the passion and loyalty of their members. Sadly, many are providing mediocre and lacklustre benefits as a result.

So, what is the problem that a lot of clubs and membership organisations face?

The essence of the problem lies in an incorrect understanding of their member base. As we know, a supporter base is not a homogeneous group of people.

UNDERSTANDING YOUR MEMBER BASE

A lot of clubs have millions of people calling themselves ‘fans’. These organisations may even have tens or hundreds of thousands of ‘followers’ in their networks (i.e. their social media following, databases, mailing lists, etc.).

Many clubs may even have their own dedicated ‘fundis’. They know the stats, they never miss an event and generally have strong opinions about how things should be run. Oftentimes, these fundis have even joined some level of free membership programme.

However, the problem is that most associations have no real strategy or blueprint to convert these fans into faithful, cardcarrying, fee-paying subscribers.

Second, even if they had a plan like this, they have no online system for generating qualified leads and delivering them to their business daily.

AUTOMATING THE CUSTOMER JOURNEY

They have no automated customer journey in place, moving their leads from supporters to paying subscribers and, ultimately, into fanatical, faithful fans and evangelists for the club. So, they end up capturing information manually, which is slow, inaccurate and expensive. As a result, the quality of their databases is rubbish. The net effect is that these outdated databases, which cost so much to create, end up yielding lower returns on all future marketing campaigns.

The final problem is that they have no online strategy (or mechanism) to acquire these new paying subscribers profitably. A lot of advertising money ends up wasted on Google, Facebook and Instagram advertising campaigns

– with no real results to show for them.

Bottom line: when they neglect to convert these fans into subscribers, they risk losing out on one of the most powerful and profitable revenue streams available to them – recurring payments. And they inevitably leave a lot of money on the table. Every. Single. Month.

THOSE WHO GET IT RIGHT

However, this need not be their reality. With a little creativity and the willingness to offer a more exclusive membership level, they could enjoy a highly profitable, recurring revenue stream available to provide their most ardent members with a far superior membership experience. (The global benchmark is to ascend 3% of an organisation’s total following into some premium membership tier.)

There are member organisations that know how to leverage their position. These are organisations that embrace 21st century business models and who are not afraid to try new strategies in their mission to scale their impact to its full potential. These are organisations that recognise the full impact recurring revenue can have on their association, their performance, their business and, ultimately, their legacy.

These organisations understand that it’s not only about the money. They understand that a thriving membership programme can provide real connections with other passionate supporters and be the basis for an unbreakable community of faithful fans.

Their experience is very different. They have a solid blueprint for converting

their fans into passionate subscribers and evangelists for the association.

They have a clear message that resonates through all their advertising, marketing and sales systems.

They have an online system delivering qualified leads into their business daily – a system that runs on autopilot, 24/7, 365.

They have an automated customer journey, where fans can:

• sign themselves up as subscribers

• provide accurate contact and delivery information

• agree to the POPI Act marketing permissions

• authorise the recurring payments for their premium member benefits.

Additionally, they have an online strategy that operates like an ATM – self-liquidating their advertising spend – enabling the club to acquire new, paying subscribers for free or even at a profit!

In my view, if an association can provide ongoing, premium benefits to their most passionate and loyal followers, and price their subscription appropriately, they can unlock one of the most lucrative revenue streams for their organisation.

ABOUT THE AUTHOR

Scott Langley is the director and founder of Kaizen Alpha Marketing. When he’s not coaching, consulting or building digital sales funnels, he enjoys spending time with his family or falling off a surfboard at his local beach break.

If you want help crafting your unique offer, please reach out to him at scott@kaizenalpha.com or follow this link: www.KaizenAlpha.com.

The secret to getting rich is to only sell things that people never stop buying.”

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Unlocking Africa’s potential

Convention centre leaders: let’s meet in Johannesburg!

Taubie Motlhabane and Sven Bossu sound the call for the African convention centre community to attend the first ever face-to-face AIPC Africa Summit.

TAUBIE MOTLHABANE is the CEO of the CTICC and board member of the International Association of Convention Centres (AIPC), and SVEN BOSSU is the CEO of AIPC.

The worldwide community of convention centres is going through an unprecedented period of change, often triggered by causes completely outside our zone of control. The Covid pandemic resulted in the warp-speed implementation of digital solutions, while climate change and energy prices force us to rethink our sustainability plans, and labour shortage impacts our ability to deliver the unique experiences delegates are seeking. Now, more than ever, we need to come together, learn from each other, and take our future into our own hands.

AFRICA’S VALUE PROPOSITION

Africa is a continent with enormous potential for the events industry. It is the second largest and second most populated continent in the world. The diversity in terms of culture, economy and nature reflects the myriad opportunities Africa offers to organisers of events. At the same time, these organisers – our customers – are facing a suite of challenges.

Research done by AIPC shows that the key areas of concern are uncertainty around attendance, rising costs and issues related to travel (as a lot of us witnessed over the last six months). So, the question is: how can we articulate the African value proposition in such a way that organising an event in an African convention centre becomes the obvious thing to do? And which are the areas in that value proposition that require additional investment?

THE FIRST AIPC AFRICA SUMMIT

These are exactly the questions we want to address during the first ever face-to-face AIPC Africa Summit, which will take place on 26 February in Johannesburg, as part of the Meetings Africa 2023 calendar. The objective is to bring together as many African convention and conference centre leaders as possible – whether

they are an AIPC member or not – and share knowledge in order to grow as a community. The expected outcome is threefold:

• Learn: by bringing in global thought leaders to share their views on key areas such as technology, security and design.

• Connect: share knowledge, lessons learned and best practices.

• Shape: agree on the key next steps to elevate the value proposition of the African community of convention centres to the next level.

The next step will be to create a platform dedicated to the African convention centres, allowing to learn, connect and shape on a more continuous basis –both face to face and digital. This should include topic-based working groups, special training for upcoming leaders, staff exchange programmes, etc.

This is obviously not something to be achieved on a stand-alone basis, but in partnership with other key stakeholders and service providers.

This is where AIPC comes into play, bringing value to this new platform by providing access to its global network and resources – from education to research or quality standards – all with one single focus: support, promote and recognise excellence when it comes to convention centre management in Africa.

WE NEED YOU

It is our conviction that – despite all the efforts so far – the full potential of the African community of convention centres remains untapped. Our combined talents, assets and know-how can bring organised events in Africa to the next level.

But before we can achieve any of this, we need to hear your voice. We need to fully understand the challenges you face and the solutions you are looking for. This can only be achieved by meeting each other, exchanging ideas and developing plans.

So, join us in Johannesburg on 26 February (just before Meetings Africa). We can promise you an inspiring, elevating and energising summit.

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The shift to sustainable events

Why is going green so hard?

MORWESI RAMONYAI is the chairperson of the Event Greening Forum (EGF).

If you missed our recent Green Venue Workshop –which explored the value of green venues and the practice of event greening in general – then we have some good news for you! A recording is available on our Facebook page (@EventGreeningForum), so please make some time to check it out!

As well as gaining fascinating insights into what makes Hotel Verde and The Vineyard Hotel sustainable venues, you’ll be able to listen to the panel discussion and the thoughts and feelings that sustainability stirs up in our industry.

My big takeaway was that many event professionals want to be more sustainable (often passionately so) but don’t know how to make the transition. Clearly, we as the EGF have a lot of work ahead of us to better share our event greening resources and knowledge.

‘Green hushing’ certainly isn’t helping, though. This new trend is keeping companies quiet about their sustainability goals and efforts for fear of being publicly criticised. Unfortunately, this restricts conversations about going green, which limits the opportunity to share ideas,

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challenges, solutions and more. We need to change this. We need to talk more…

Which brings me to membership. Although the EGF makes many of its resources and events freely available, we also have the option for companies to join us for a small fee. Becoming a member does not require that you are a green accredited business (although if you are, we want you too!). It requires a desire to become more sustainable, and to share, engage and grow in this regard.

Members benefit from being able to use our logo and becoming a preferred service provider. They also receive a listing on our website and Green Database, as well as access to information, events and networking with likeminded businesses.

Are you ready to join the movement and the conversation in 2023? If so, please contact lynn@eventgreening.co.za for more information or visit www.eventgreening.co.za.

Best wishes for a healthy, happy and restful summer break. I look forward to connecting with you in the new year!

AAXO launches Lunch and Learn series

As key economic enablers, the MICE (meetings, incentives, conferences and exhibitions) industry contributes enormously to South Africa’s annual GDP. According to Statista, revenue generated from the events industry is projected to reach over R4 billion by the end of 2022 and, with an annual growth rate of 6.25%, the booming industry’s projected market volume is expected to reach over R6 billion by 2027.

With these figures in mind, exhibitions are a recognised component of a business’s marketing mix and form an integral part of face-to-face marketing strategies due to the sheer volume of captured audiences in attendance.

Likewise, event professionals seek marketing to amplify their offering to their desired target audience and drive delegate attendance.

To educate and upskill members of the events industry on the right marketing mediums for their events, as well as highlight the importance of exhibitions in marketing strategies, AAXO recently launched its new Lunch and

Learn series of training sessions, which will cover a range of topics – from Google advertising, through to PR and communications.

These sessions provide an opportunity for members to meet, hone their skills and learn from experts across a number of functions, such as content, marketing, digital, PR, communications, leadership, public speaking, advertising, sales, operations, finance and more.

The inaugural session, held on 25 November 2022, saw Remy Bazin, analytics consultant, and Jeremy Abbott, head: Consulting at Sprout Performance, discuss the new feature releases in Google Analytics 4 as well as how and when to make the switch.

Upcoming topics will include metaverse marketing, writing winning event sponsorship proposals, out-of-home (OOH) advertising, PR for exhibitions, and how to use TikTok to share content.

For more information on the AAXO Lunch and Learn series, and how to join, visit www.aaxo.co.za.

Devi Paulsen-Abbott explains how AAXO is engaging with experts across the marketing mix to deliver quick and impactful content to empower its members with the knowledge needed to succeed.

DEVI PAULSEN-ABBOTT is the chairperson of the Association of African Exhibition Organisers (AAXO).

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A

Goodbye 2022!

Following a rough year, Lee-Ann Alder acknowledges the incredible spirit of those working in the exhibitions industry.

Looking back on 2022, it has felt like we were tossed around by a huge tornado and have come out the other end battered and bruised but having somehow won. It has not been an easy year. The reality of what Covid destroyed became very apparent when the industry opened, and the challenges we faced were new to many of us and not as easy as anticipated.

As the EXSA office, I would like to thank the EXSA board who give so generously. I don’t think people realise the extent of time and effort that goes into being a board member. It is a pleasure to work with this group of dynamic, driven and passionate individuals. Their energy is contagious, and it makes my role at EXSA an absolute pleasure, even when the wheels are falling off. The changes and decisions made by this board have had a huge impact on the entire industry and we have seen a major amount of assertive and positive change in a short period of time.

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No association can exist without its members, so I thank our members for their loyalty, dedication and hard work. Even when there was no work, you stuck with us and helped wherever you could. Thank you, members: we are proud to be associated with you. All the hard work will start paying dividends soon and we will celebrate together.

Our affiliation to the various government departments has strengthened through lockdown, and we have been given more airtime as an industry. These relationships are vital for future success, and we plan on pursuing them to ensure the industry is recognised as it should be.

Last but not least, on behalf of EXSA, I would like to wish the industry a relaxing and restorative break with loved ones. You have most certainly earned time off! If you travel, please be safe.

Looking forward to a strong, productive and energised 2023!

Warning: password required

At the recently held SAACI National Conference, we introduced the topic of the metaverse as a way of starting a conversation around what this would mean for our members and their clients. Would we all be replaced from our physical space, or would we be adding a layer to our event delivery?

What we found is that we would not replace the physical space in a way that many have been fearing. We would just add another layer. It would further add to the delegate experience on a multilayer-sensory epiphany.

You may say, we are a way off before we see this layer added to how we deliver events in South Africa. However, we are seeing this more at events in other parts of the world. At a recent event in Frankfurt, a visitor could comfortably and seamlessly contact an exhibition stand in two distinct spaces: the reality and the metaverse.

While we see the change coming, there is still a need to figure out how virtual events may deliver return on investment, as many have not delivered the full value

promised. Second, although the industry has turned digital, we remain cautious to implement real-time AI. So, it’s a work in progress for all involved.

This leads us into cybersecurity – a topic that increasingly goes beyond the user domain confined to code languages and intricate software. As such, it has come under the eye of decision-makers while being very present in the boardrooms of different organisations.

As an industry, we must remain vigilant, as we have witnessed an increased threat from hackers because everyday information and digital technology are now linked, while the attacks themselves are cloaked in their own unpredictability and sophistication.

Our cities, venues, event planners and MICE agents need to equip themselves with access to tools that allow them to draw actionable conclusions from data that could benefit not only visitors, but also residents.

Let us remain alert and protect our data!

LEE-ANN ALDER is the association manager for the Exhibition and Event Association of Southern Africa (EXSA).

heartfelt thanks

Glenton de Kock explores how the metaverse can be incorporated into business events, while flagging one serious concern this raises.

The metaverse

GLENTON DE KOCK is the CEO of the Southern African Association for the Conference Industry (SAACI).

KEVAN JONES is the executive director of the Southern African Communications Industries Association (SACIA).

Another tough year looms for 2023

Reliable estimates suggest that almost 30% of the country’s technicians are now working in the Middle East. As reports of their success circulate, more will likely follow.

ACQUIRING SKILLS TAKES TIME

2022 has been a complete disaster for the events industry. While the second half of the year has seen the return of events, exhibitions and gatherings, the aftermath of the country’s Covid lockdown continues to wreak havoc on the sector.

Perhaps the greatest challenge is the skills shortage we’re now facing. During the two-year ban on gatherings, many of our industry’s professional staff developed new careers outside the events industry, while others have relocated to greener pastures.

The Middle East, in particular, has provided opportunities for event organisers and technical crew. Those who’ve left now work on exciting projects, interact with international experts, and earn higher wages in a tax-free environment. Some may eventually return to South Africa, but that will not happen in the foreseeable future.

Under normal circumstances, the movement of people at the top of the skills pyramid is offset by a healthy influx of young people graduating from university and college, but during lockdown, the vast majority of students have been learning in a virtual environment, and so the practical skills required by event technical crew were not taught.

Event organisers are calling for more training, but there’s no shortcut to experience, and poorly trained technical staff that have been rushed through a training programme are more likely to disrupt an event than contribute to its smooth running. That doesn’t mean we shouldn’t train newcomers, but it does mean that we become ever more reliant on the available experienced technicians. To create professional events, organisers will need to plan more effectively and allocate additional time for the setup and strike of technical equipment. They’ll need to pump up their budget allocation for technical support, and they’ll need to be confident that their appointed technical contractor has the skills and technologies required to do the job.

Kevan Jones shares how the recent and rapid loss of technical talent is impacting the local industry.

The skills crisis

INDUSTRY VIEWS

It’s time to get going (going green)

MY FAVOURITE RESOURCES

www.eventgreening.co.za netzerocarbonevents.org meetgreen.com eventcellany.com

If you’ve been paying attention to industry trends, you’ll see that the need and desire to be more sustainable is clear across all the MICE pillars. Yet despite this awareness and support of the idea in principle, it seems like many businesses in the value chain have no clearly defined strategy in terms of how they will take action to become more sustainable.

(Here I need to acknowledge that there are several local businesses that have taken the lead and are sustainability super stars, doing truly amazing work in this regard. I applaud you all!)

But this makes me wonder – what is stopping us from doing something, even anything? I suspect it might be one or more of these: Guilt at knowing we are contributing to this problem every single day. It can make reading about the climate change crisis very uncomfortable… sometimes too uncomfortable! It’s far easier to bury our heads in the sand. (I’m certainly guilty of this at times.)

Conversely, I think some of us feel a sense of not being responsible for the problem. After all, when you look at the biggest contributors to climate change, it’s electricity, transport and heating. And while our industry is dependent on these, we’re not responsible for them, nor do we have a say in how they are managed.

A sense of being overwhelmed at the magnitude of the problem, which can in turn make us feel like all the small things we can do seem pointless. Feeling overwhelmed can easily lead to inaction.

THREE THINGS

• Draft a sustainability policy that addresses all three pillars of sustainability: people, planet and profit

• Publish your sustainability policy on your website and share it with your clients, suppliers and other stakeholders. Then ask to see theirs. The more we do this, the more it will be normalised as a standard business practice

• Start talking about sustainability, and specifically what you can do differently to be more sustainable

If there were readily available green options, at a comparable cost, I think it would be fair to say that we would all be using them already

A lack of clarity or ideas on where and how to start. How can we end our reliance on cars and planes, Eskom, serving meat and dairy at events, or importing the products and materials we need that aren’t available locally? If there were readily available green options, at a comparable cost, I think it would be fair to say that we would all be using them already.

To be honest, all the above are very valid reasons to not get started on your sustainability journey. It’s like that thing you know you must do, but it’s not budging off your to-do list since you keep putting it off because it’s so… well, insert your own emotion here. For me, daunting is the biggest feeling I get.

However, having recently started my ‘sustainability journey’, I can honestly say it’s also one of those tasks that once I got started, I had a moment of, “Oh, this isn’t so bad.” And then weeks later, I started to become excited about the opportunities I was identifying in my business to be more efficient (the bedrock of sustainability). And, let’s not lie, I also had an incredible amount of satisfaction that I was playing a role in – and I’m being very literal here – saving humanity.

Are there still days where I feel guilt, despair, frustration, anger and confusion? You bet. But I’m also gradually starting to feel more hopeful.

YOU CAN DO TODAY (that cost nothing!)

Miss Meet ponders why so many of us are stalling on ‘going green’, even though we agree it’s important.

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