Meeting and Event Analysis Case Studies 8-12: Abstracts

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Meeting and Event Analysis, Case Study 8, pp. 1–9
Tales From the Trenches
978182345-58-8/12 $25.00 + 0.15
DOI: 10.3727/97818823455812X13255227708692
Copyright © 2012 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Case Study 8

SAP International Annual Users Conference—Streets of Philadelphia

Andrea Michaels

Producing events can often be compared to running an obstacle course. A planner is sometimes faced with challenges in contracts, insurance, and labor unions. Disaster preparedness is key for threats of terrorism, blizzards, earthquakes, fires. Contingency plans must be also considered for labor unrest, civil disorders and power disruptions. Here is a story of unexpected challenges in a location without an indoor venue to accommodate 10,000 attendees.

Potential Questions for Discussion or Testing
1. Discuss the challenges in this event and determine alternative solutions.
2. Identify normal rain plan procedures.
3. Identify hurricane risks and needed preparation and provide any other alternatives.
4. Develop a strategy for dealing with unions.
5. Develop a strategy for dealing with unethical vendors or uncooperative venues.
6. Evaluate strategies used and suggest alternatives.
7. What other branding options could have been utilized?
8. What other techniques could have been used to turn this event into a high-tech visual statement?
9. Conduct a SWOT analysis.

Andrea Michaels, President of Extraordinary Events, is the winner of over 35 Special Event Gala Awards, the first inductee into the Special Event Industry Hall of Fame as well as a winner of two SITE Crystal Awards, an MPI Global Paragon Award, two EIBTM (international) awards, and a slew of other recognitions. She is also among the 100 largest woman-owned businesses in Los Angeles. All accolades are for impeccable and innovative meetings and events. Prominent events include international road shows for BMW, Mercedes, Hong Kong Tourist Board and many others of distinction. Her seminars on Creativity, The Profitability of Doing Business, and Anatomy of an Event have earned her international kudos. The summation? She sets the trends that others follow. Her autobiographical book, Reflections of a Successful Wallflower, Lessons in Life, Lessons in Business was published in March, 2010. Another book, coauthored with Deepak Chopra and Jack Canfield, Stepping Stones to Success was also released in March, followed by Yes You Can with authors Dr. Warren Bennis and Jim Rohn.

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Meeting and Event Analysis, Case Study 9, pp. 1–6
Tales From the Trenches
978182345-58-8/12 $25.00 + 0.15
DOI: 10.3727/97818823455812X13255227708737
Copyright © 2012 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Case Study 9

Night Wedding Shows at Bridal Stage DuO

Angelia Taylor

Some events are inherently more hazardous than others. The key is to have a risk management plan in place with established goals and key personnel who are designated to communicate the goals with the planning team. The primary responsibility of the planner includes managing the risks of: the activities, attendees, operations team, and personnel to support the successful outcome of the event.

Potential Questions for Discussion and/or Future Testing
1. Prepare a SWOT analysis/analyze STEEP factors.
2. Create timeline to work on event schedule.
3. Determine how this event should grow. Will it complement or replace the current wedding styles offered at Bridal Stage DuO?
4. Involve sales, planning, and entertainment staff in team building exercises.
5. Create a system in which information is exchanged between the three groups.
6. Ensure that participants are aware of the roles they are expected to play.
7. Identify the aspect of this event that catches guest attention the most.
8. Implement a team-based strategic plan to ensure better cooperation.
9. Identify steps needed to ensure a safer facility.
10. Develop appropriate emergency/contingency plans.
11. Develop evacuation drill plans for fires and earthquakes.
12. Create an emergency contact list.

Angelia Taylor, MTA, is a graduate of the George Washington University School of Business, holds a masters degree in Tourism Administration, with concentrations in Events and Meeting Management, Sustainable Destination Management and Sport Management. She has worked as an events management consultant and researcher for a major Japanese wedding company in Niigata, Japan, for the past 11 years. Having participated in over 4,000 weddings, she is currently writing a book on bridal event ideas for Japanese couples and wedding planners in Japan. A member of the World Leisure Organization, Ms. Taylor is also pursuing additional postgraduate study in communication and hospitality management. As a result of the numerous sports and leisure-related facilities and events that will undoubtedly affect travel in the Asian-Pacific region over the next few decades, she plans to establish a consulting firm specializing in consumer and public relations, customer service, and quality service management. Her ultimate goal is to open a romantic, health-centered retreat in the Japanese countryside for guests who wish to escape and relax.

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Meeting and Event Analysis, Case Study 10, pp. 1–4
Tales From the Trenches
978182345-58-8/12 $25.00 + 0.15
DOI: 10.3727/97818823455812X13255227708773
Copyright © 2012 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Case Study 10

Behind the Scenes . . .

Lisa Moy

Who’s Booth? Wow!!! Eye catching!! Grand!! Professional staff inviting and relaxed. Little do we know of behind the scenes the many challenges beyond a domestic exhibitor to arrive with perfection to an International trade show.

Potential Questions for Discussion or Testing
1. Identify the potential challenges in this event for an international exhibitor.
2. What are the risks involved?
3. Give a brief description the process of international logistics.
4. Who are the parties involved in properly preparing to exhibit in a trade show for international exhibitors?
5. Suggest alternative solutions that could save the exhibitor.
6. What are the advantages and disadvantages of utilizing a niche-based freight forwarder versus a general freight forwarder?

Lisa Moy is the Import Supervisor for DHL Global Forwarding. Her background started in US Customs brokerage at Fritz Companies in 1998, today known as UPS Freight Solutions. In her career, she has worked at smaller middle size companies where she has been blessed with great mentors that led her in areas of exports, imports, domestic transportation, and compliance. Lisa established her own company developing logistics solutions and compliance analysis to importers. In 2005, her diverse background led to a rewarding opportunity to develop a new US Customs brokerage department primarily tailored for international trade shows for Rock It Cargo/Rogers Worldwide. Throughout her career, Lisa developed a passion towards the trade show industry. She has created innovative solutions toward many challenging scenarios. Lisa believes that to be effectively successful, one of the requirements is to have heart for what you do.

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Meeting and Event Analysis, Case Study 11, pp. 1–5
Tales From the Trenches
978182345-58-8/12 $25.00 + 0.15
DOI: 10.3727/97818823455812X13255227708818
Copyright © 2012 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Case Study 11

A Day at the (Classic Car) Races

Annie Revel

An independent planner wears many hats because they oversee every responsibility of the business from accounting to site inspections, marketing to contract negotiation, from the design, planning, coordination of the event and everything in between. This next case study illustrates the importance of educating the client on the role of the planner and the impact of infrastructure and support systems on the outcome of the event.

Potential Questions for Discussion or Testing
1. Identify “red flags” in this event.
2. What challenges could have been prevented or handled differently.

Annie Revel, CSEP, is a San Diego native with more than 20 years of experience in the entertainment and event production industry. An award-winning entertainer, she has developed expertise both behind the scenes as well as in front of an audience. In 1989, Annie established and managed the special events department for PRA (formerly Patti Roscoe & Associates, Inc.), San Diego, California’s leading destination management company. Annie is the Cofounder and past-President of the San Diego Chapter of the International Special Events Society (ISES). Since 1999 Annie has taught “Best Practices in Event Management” at the University of San Diego for the George Washington University Event Management Certificate Program and she is the first recipient of the CSEP (Certified Special Event Professional) in San Diego. Today, as president of Revel Productions, she remains on the forefront of the latest trends in the industry. She has expanded RP to include consulting and training workshops/ seminars, and continues to develop standards of excellence in the event management industry with other top professionals.

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Meeting and Event Analysis, Case Study 12, pp. 1–6
Tales From the Trenches
978182345-58-8/12 $25.00 + 0.15
DOI: 10.3727/97818823455812X13255227708854
Copyright © 2012 Cognizant Comm. Corp.
Printed in the USA. All rights reserved.

Case Study 12

Pirates of Shenzhen

Kile Ozier

This case illustrates how to create a Theatrical Entertainment Experience as a component of the midweek “decompression” party for a conference of high-end hoteliers and surprise them with it.

Potential Questions for Discussion or Testing
1. Identify challenges beyond what has been articulated.
2. Identify risks involved: risks to the show experience, risks to the client.
3. Could this event have been done in the US as easily? As effectively?
4. What other challenges can you imagine might arise in an international production? What about exchange rates versus timing?
5. Can you find examples of: Exploration of assumption; Circumventing preconception; Successive revelation; Comfortable disorientation; Subliminal engagement of the audience.

Kile Ozier, Executive Producer/Creative Director ( Ozier has built a solid reputation across a spectrum of industries with effective, experiential storytelling. His unique combination of left and right brain strengths serves him in the application of his creative ethos to strategic communications and immersive experience, nd kept him, for the most part, one step ahead of the law. He is well known for exceptional, tightly run experiences of high-energy and style; strongly articulating client persona and reaching audiences at profound levels. His successful background in corporate and commercial filmmaking, evocative writing skills, and creative approach to staging sets his work apart. The man can tell a story that sticks. Significant work includes the 1992 Candle Light Vigil for the AIDS Memorial Quilt at the Lincoln Memorial (audience of 250,000) and a pair of landmark fundraising campaigns for Stanford University, creating the message experience that twice raised $1 billion for the institution—leaving, as he puts it, “rooms full of weeping millionaires, coast-to-coast.” His work in fundraising and development has included work for a number of non-profit agencies and several colleges and universities in the US. Work in Ceremony and Stadium Spectacle includes a litany of inaugurals and state visits of foreign political leaders, several Fleet Week events (cited for delivering “best event of 1989” by U.S. Navy for Fleet Week San Francisco). He has written several shows for Universal Studios and EPCOT. Working in Europe, Asia, Australia, and the US, numerous live shows and resonant experiences across multiple formats populate his professional history. Ozier is currently serving as Executive Producer for the 50th Anniversary Project at Amnesty International USA.

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