IACC
Bring on the challenge!
MARK COOPER ON THE CHALLENGE OF EMBRACING WELLBEING, WITHOUT SMOTHERING HOSPITALITY
t’s going to be tough.
Tough for professionals to
strike the right balance
between being a
considerate host, looking out for your
attendees’ health and safety; and at the
same time not sucking all of the
important hospitality out from the
experience. But, we are not accustomed
to easy anyway, so bring on this
challenge!
There will be a number of influencing
factors that will adjust the meeting
environments we need to operate, all
linked to months of changing levels of
risk, hopefully downwards in direction.
It is because of this changing
landscape and possibility to turn
something ugly like a Beware or Stop
doing sign, into something positive in
tone and visually, that IACC wants to
create an innovation avenue. The Pathway
to Re-opening is a guide built on the
possibilities for environments hosting
smaller conferences (up to 200), meetings
and training.
Following an initial guide IACC
released in May, this has been developed
by engaging with IACC venue leaders
and suppliers globally, sharing return to
operating strategies and seeking
industry expert opinion in the changes to
operational practices for groups of under
200 people attending small conferences,
meetings and training.
To be released in early July, the guide
will then be updated every 14 days, as we
evolve, as the creativity rises to the top
and the way we need to operate changes.
This guide focuses on three areas:
• Re-designing the product
• Re-designing the experience for the
attendee
• Re-designing the venue space
Other associations and organisations
have published excellent detailed guides
for accommodation and restaurant
associations and suppliers. We want to
focus on the meeting considerations front
of house, as we feel this is where IACC
member venues can be most creative and
can restore hospitality the quickest.
Re-designing the product
Thinking Differently
Space utilisation is a critical focus for
operators, as physical distancing calls for
the re-design of meeting rooms,
pre-function areas and social spaces. The
reality of adhering to current distancing
laws is resulting in spaces accommodating
anything from 25% to 66% of usual
capacity. This requires venues to balance
carefully the pricing of spaces and
services and the demand for space.
Venues will need to explore fully the
layouts which optimise occupancy and
adjust pricing to reflect these changes,
particularly when space is sold as a
complete meeting package.
Clients will seek guidance from venues
on new layouts which can respect
physical distancing, but still achieve the
learning or engagement outcomes for
their meeting.
Rooms with unique features, such as
multiple entry and exit points, will open
up greater potential for managing the
traffic flow of attendees.
This is no
time to stop
impressing!”
Right: Mark
Cooper
Re-designing the experience
The experience felt by the attendee at
their first meeting, will have a profound
impact on their appetite to attend
another live event. For venues it is
important that, alongside the procedures
put in place to conform with regulation
and health advice, we apply the full force
of hospitality in equal measure. This is
no time to stop impressing!
The Pathway to Re-opening looks
through the eyes of a meeting or training
course attendee and imagines this is their
first return to a face-to-face event.
Re-designing the space
Sometimes over decades, venue
leadership have developed a deep
understanding of their venue’s footprint,
their spaces and leadership has been able
to match this understanding with client
expectation and attendee behaviours,
very effectively.
Until now…
Everything has changed and we must
meticulously re-evaluate and prepare for
re-opening and operating to a different
set of behaviours.
Unlike the supermarkets which had to
pivot in 24-hours, meeting venues have
time to plan and to create environments
that we quickly fall back in love with and
leave us craving our next live event.
The Pathway to Re-opening is a guide
published by IACC and available direct
from the association.
10 / CONFERENCE & MEETINGS WORLD / ISSUE 107