Business events leaders have urged their peers to agree,
once and for all, that legacy and impact are the main value propositions of the
industry – and not tourism spend.
The team behind The Iceberg
– a website that collects case studies showcasing the positive impact of
meetings and events – says it wants to build an ‘army’ of advocates to take the
case for business events to policy makers in government to secure support and
investment.
During the pandemic, funding was pulled from destination
marketing organisations and convention bureaux as business events were shuttered
due to restrictions on movement.
Legacy advocates have insisted that had politicians better
understood the value of business events their approach to business events
during Covid-19 might have been very different.
Industry associations on both sides of the Atlantic have sought
to ‘change the narrative’ on events, stressing their role in attracting inward
investment and the dissemination of knowledge.
Now The Iceberg board is throwing its weight behind an
effort – its calling Iceberg 2.0 – to find ‘key advocates’ - scientists, doctors, engineers, business leaders - in cities around the
world who can exert influence in the corridors of power.
The Iceberg editor James Latham said: “After eight years
curating the data and storytelling of the transformational medium of business and
professional events, it’s time to collaborate as a united entity - to break out
of the echo chamber of our sector and release its collective message, through
our many voices, to the power structures of government - from City Hall to
Capitol Hill, from Halifax NS to Brisbane!”
Chair Gary Grimmer explained: “Government is so important to
the whole issue around civil society change, transformation, economic, environmental,
and social progress. We’re saying our industry is a key area of investment to drive
those positive outcomes. And it’s important that we all make that happen. We
need it to be pervasive. We need a real groundswell of the promotion of the value
of this industry before its going to be adequately invested in.”
He added: “The key is collaboration. We need everyone in the
same room with the same aspirations, pursuing the same goals and strategies. He
added: “The key is collaboration. We need everyone in the same room with the
same aspirations, pursuing the same goals and strategies… we really need to advance
the activation of a global network of ambassadors … not just in every continent,
and not just in every country, but in
every city, Any city that’s not using events as a strategy for their social advancement
is a city that is missing out.”
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
