EBD #12.23.2

2018-2019

TO: ALA Executive Board

RE: Proposed Title and Concept for New Winter Event

ACTION REQUESTED/INFORMATION/REPORT: Conference Services has reviewed the documents and recommendations presented over the several months by the Conference Committee regarding the replacement of the Midwinter meeting. They have been incorporated into a concept and marketing draft for review and approval, if required.

ACTION REQUESTED BY: Earla Jones, Director, Conference Services Paul Graller, Conference Services Contractor

CONTACT PERSON: Earla Jones 312-280-3226ejones@ala.org

DRAFT OF MOTION:

DATE: March 28, 2019

BACKGROUND: The American Library Association will premiere January 22-26, 2021 and the event will take place in Indianapolis, IN. The event will be designed to motivate, inspire and engage discussions that will shape the future of libraries and their communities.

ATTACHMENTS: • Draft Concept Summary & Marketing Plan• Sample Conference Theme Graphic• Preliminary Budget

PROPOSED TITLE

Vision (21) Conference & Expo

CONCEPT SUMMARY & MARKETING PLAN

“Vision: a thought, concept, or object formed by the imagination”

The American Library Association will premiere the Vision (21) Conference & Expo in January 2021.

The official dates are January 22-26, 2021 and the event will take place in Indianapolis, IN. Vision (21) is

designed to motivate, inspire and engage discussions that will shape the future of libraries and their

communities.

Objectives

To provide unique offerings and allow attendees to determine the most relevant content for their

continuing education, the conference will bring together two important conversations – Leadership,

Strategy and the Future and Books, Media, and Authors. These two broad content streams will utilize

multiple formats: information sessions (speakers and panels), interactive workshops for collaborative

and hands-on learning, “campfire” discussions, facilitated convening designed to generate

conversation among participants, across perspectives.

Leadership, Strategy, and the Future

Focuses on both the topics (what to know) and the skills (how to know) that library

professionals need to lead for the future. This track will feature educational sessions,

workshops, and discussions that explore new and emerging trends, innovation and ideation,

problem-solving, and teamwork and collaboration.

Books, Media, & Authors

Focuses on the traditional core of libraries – books, literacy, multimedia collections, and more.

A perfect complement to the Youth Media Awards, Andrew Carnegie Medals Announcements,

and RUSA Book and Media Awards Ceremony and Reception, these sessions will explore the

collection, promotion, and evaluation of books, media, and other resources for children, teens,

and adults.

Additional Features

• ALA Gives Back: The new event will incorporate a service initiative as giving back to the local community is a rewarding enhancement to a conference experience. A local affiliate will be designated as a site for a hands-on community service opportunity encouraging staff and registrant participation.

• Other features are being discussed as potential additions to be incorporated into the new event.

Goals/Expectations

• Launch Vision (21) as leadership focused event that offers ALA members an experience that is

distinctively different from the ALA Annual Conference

• Offer a schedule for Vision (21) that provides access and opportunity for collaboration and cross

learning from peers and thought leaders

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• Encourage content proposals that include a higher-level education conversation, hands-on

interaction, trend-scanning information, and speculative design concepts

• Encourage content submissions from exhibitors as they have been well received at the

Symposium on the Future of Libraries

• Create meaningful education and networking platforms that encourage connections during the

Expo with the exhibitors that provide products and services to ALA members

Target Registration

• Attendees: 3500

• Exhibitors: 1000

Target Audience Segments

• Past ALA Annual Conference and Midwinter

attendees

• Library directors

• Past ALA Annual Conference and Midwinter

exhibitors

• Members who have not previously attended

annual

• Members within 200 miles of conference location • First time attendees from annual conference

2019 and 2020

Look & Feel

• Website capturing the components (color/font/shapes) depicted in the theme graphic imagery

(leadership, technology, celebration/awards)

• Graphic design should be consistent across all Vision (21) collateral, attendee and exhibitor

promotional materials, electronic communications, publications, and signage

Call for Proposals

The call for proposals will seek three distinct types of sessions which embrace the “what to know” and

“how to know” themes. A final decision on the format and schedule will be completed by June of 2019.

• Information Sessions - A traditional theater room set with a front of room podium and/or

speakers’ table that provides focused consideration of a specific trend, topic, or issue with

available time for questions and answers from the audience. These sessions are especially

useful for focusing attendees’ attention on what they need to know now to make sense of the

future.

• Workshops – An interactive room set with rounds or tables that encourages collaborative

discussion or hands-on learning. These sessions provide time for instruction but allow

attendees to engage in active learning through discussion, activities, or other constructive

learning. These sessions are especially useful for focusing attendees’ attention on how they can

be more strategic, effective in leadership, or proactive in using foresight tools or strategies.

• Discussions – A “campfire” room set with a facilitator in the middle with the audience in the

round. These sessions are designed to spark conversation across participants – a lead

discussant or facilitator poses questions or prompts (15 – 20 minutes) and encourages

participants to share their perspectives and insights.

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Marketing

With the sunsetting of Midwinter in 2020, there will be an extended period for the marketing and

promotion for the launch of Vision (21). The marketing to ALA membership will follow the targets

below as a guide (subject to change) for the promotion schedule.

• Promotion Teaser: June 2019

• Official Announcement: Fall 2019

o Registration and Exhibit Space pricing

• Call for Proposals Open: February-April 2020

• Registration/Housing Opens: March 2020

• Proposal Review: May-June 2020

• Announce Program: August 2020

Communication Strategy

Each of the following should be clear and concise, directing recipients to the Vision (21) website using

links and buttons. The website will have the most comprehensive information regarding the

conference until the mobile app is launched closer to the time of the event.

• Email (internal and registration vendor) • Material marketing (printed

collateral)

• ALA.org homepage • Cognotes

• American Libraries (monthly ad, feature

articles)

Conference & ExpoIndianapolis, INJanuary 22–26, 2021

New Event Budget

11-6-18

REVENUE Budget

Exhibits

Exhibit Space 700,000.00$ 35,000 @ $20/nsf

Sponsorships 75,000.00$

Advertising 75,000.00$

Attendee

Exhibit Hall Only Registration 20,000.00$

Conference Registration 787,500.00$ 3,500 @$225

Miscellaneous Revenue

Retained Cancellation 2,000.00$

Hotel Commissions 42,000.00$ 2,000 rooms@4 nights@$150@3.5%

Meeting Room Rentals 15,000.00$

TOTAL REVENUE 1,716,500.00$

EXPENSES

PRODUCTION

Facility Rental 85,000.00$

General Contractor 150,000.00$

Photographer 10,000.00$

First Aid 5,000.00$

Electrical 15,000.00$

Telephones/Internet 15,000.00$

Computer Rental 40,000.00$

Show Cancellation Insurance 5,000.00$

Registration Contractor 25,000.00$

Registration Temporary Labor 10,000.00$

Registation Supplies 15,000.00$

Security 35,000.00$

Staff Travel 25,000.00$

Staff Housing 10,000.00$

CONFERENCE

Keynote Speaker 30,000.00$

Speaker Fees 20,000.00$

Audio Visual 150,000.00$

F&B - Receptions in exhibits 100,000.00$

Accessibility Services 20,000.00$

Ground Transportation - Shuttle Bus/Limo 30,000.00$ First year only

EXHIBIT SALES & DEVELOPMENT

Prospectus/Sales Materials - Printing 3,500.00$

Postage 4,000.00$

ATTENDEE DEVELOPMENT

Post Card #1 - Print 3,250.00$

Post Card #1 - Postage 5,000.00$

Ad Development 500.00$

Web Development 5,000.00$

Eblasts 500.00$

Post Show Surveys 500.00$

Directory Design and Printing 25,000.00$

Administration

Salaries/Benefits 120,000.00$

Exhibits Contractor 85,000.00$ 10% of exhibit revenue

Council 100,000.00$

Bank Service Fees 20,000.00$

Expenses 1,167,250.00$

Net Revenue 549,250.00$ 68%

Overhead Contribution 446,290.00$ 26%

Total Expenses 1,613,540.00$ 94%

ADJUSTED NET REVENUE 102,960.00$

6%

Overhead plus profit 549,250.00$