CREATING & FOSTERING EVENT EXPERIENCECACCE | Carolinas Association of Chamber of Commerce Executives

5.18.2011

Presented by Katherine Swartz, CAE, Greater Columbia Chamber of Commerce

THIS MORNING WE’LL COVER:

Back to the beginning: what inspired you to become an event professional?

Arts & Crafts Bonus Segment Creating experience through . . .

WWWW&H identification The Eight First Impression Opportunities Beginning with the evaluation in mind Learning from lessons and collective experience

FREE Resources Your comments here . . .

DISNEY’S FORMULA FOR SUCCESS

A quality guest experience + a quality cast experience + quality business practices = THE FUTURE

The secrets of Disney’s success can be summed up as: 1. Legendary attention to detail 2. Exceed people’s expectations 3. Theme, theme, theme 4. Be guest-centered

THE EXPERIENCE ECONOMY

Work Is Theater and Every Business a Stage (Pine & Gilmore)

The service economy is being superseded by the experience economy.

Services look and feel like commodities. Expectations are increasing. Experience is fleeting and short-lived. We have

seconds to make impressions. Successful companies focus on differentiating

themselves. We must “stage a rich, compelling experience.”

WWWWW&H

WHAT is your vision for the event? WHY are we having this event? WHAT is the purpose of the event? WHAT opportunities exist for collaboration and

partnership? WHO should attend your event? WHEN is the best time to have this event? WHERE is the best place to have this event? HOW/WHERE will people hear about the event? HOW will people feel at the event? WHAT will they tell people about your event? HOW can we borrow the wheel?

THE EIGHT FIRST IMPRESSIONS

1. Look and messaging of marketing materials2. Registration process3. Getting to the event4. Greeting and welcome at the event5. Meet and greet opportunities during the

event6. What happens during the event7. End of the event – walking out the door8. After the event

THOUGHT . . .

Disney has its cast members (employees) assess situations based on “safety, courtesy, show, and efficiency.”

American business focuses almost exclusively on the latter element, whereas Disney believes that if one doesn’t pay attention to all of these elements, including the first three, the fourth one won’t matter very long because you’ll soon be out of business.

PLANNING WITH EVALUATION IN MIND

What questions will you ask at evaluation? Attendees Committee Staff team How will you be evaluated?

Ample and “best” notification of the event Fair registration fees – value Directions and parking Creature comforts: food, temperature and

restrooms People: the right people, not enough, too many Overall value: to the attendee, company,

Chamber, community

PLANNING BASED ON COLLECTIVE EXPERIENCES AND LESSONS LEARNED

Can someone take over this afternoon? Board members and VIPs Media Emergencies Perpetual complainers

FREE RESOURCES!

Successful Meetings Magazine (www.successfulmeetings.com)

Meetings & Conventions Magazine (www.meetings-conventions.com)

Convene Magazine (www.pcma.org/Convene) Association Meetings (meetingsnet.com/

associationmeetings) ConventionSouth (

http://www.conventionsouth.com/) Meetings Industry Forum on Google Groups

(search MI Forum) Deliver Magazine (delivermagazine.com)

Katherine Swartz, CAE Vice President, Leadership Development &

Community Involvement, Greater Columbia Chamber

Executive Director, Columbia Opportunity Resource Email: kswartz@columbiachamber.com Telephone: 803.733.1123 facebook.com/katherine.swartz linkd.in/KatherineSwartz Twitter Handles:

@katswartz @leadershipcae @impactcolumbia