Delegates explored how conferences can have an impact 'beyond the plenary' at VisitBritain's first
Association Conference in the Scottish capital earlier this week.
The three-day conference, which took place February 5-7th, at the Edinburgh International Conference Centre (EICC), saw around 80 delegates debate how associations and host cities can develop 'mutually beneficial' objectives to ensure meetings have a wider societal legacy.
The educational programme was designed by non-profit organisations #MEET4IMPACT and GDS-Movement, both led by meetings and events industry veterans - Genevieve Leclerc and Guy Bigwood - who have spent years working for international associations.
The event also provided the basis to soft launch the VisitBritain Impactful Framework. This 18-month project has been created in partnership with #MEET4IMPACT and the GDS-Movement to support the ongoing work in creating impact strategies across the business events industry.
Leclerc, said the VisitBritain Business Events Impactful Framework, inspired by the #MEET4IMPACT’s BE Impactful Framework, establishes a benchmark for national and city destination marketing organisations. “The framework will provide concrete support in maximising the impact of business events on key sectors across the UK, while also addressing social, environmental and economic development priorities.
“Destinations shouldn’t wait for their clients to ask them for sustainable solutions. Destinations have a responsibility to put practices in place to offer clients," explained Leclerc. “As an industry, we have a responsibility to set the standard when it comes to sustainability and legacy and we need to start telling a data-driven, evidence-based story."
#MEET4IMPACT social impact consultant, Fathma Khalid introduced the theory and key concepts of the VisitBritain Business Events Impactful Framework. Khalid explained that impact has to reflect positive outcomes on a societal problem or condition, "It must address existing needs, issues or a learning gap, it needs to produce new social assets or generate new common knowledge, understanding, trust or common ownership. Lastly, it needs to build positive capital.
“Impact can be enacted in meetings when you consider what change you’re aiming for, what your meeting can do for society, who the beneficiaries are from the meeting, what solution the meeting might find, how it generates new value and how you can involve new stakeholders,” Khalid explained.
“When considering conferences as strategic drivers of change, think about the organisation’s mission and the destination’s mission, look at local community needs and how the conference can aid social progress gaps and work out the overlapping priorities. Associations can create global impact through local action. Through the Framework, we want to help destinations localise their mission."
Despite a framework being proposed to help destinations and associations plan meetings and events that will leave a positive legacy either in the local community or within the community the association serves, there was an element of scepticism about how the framework could be implemented.
Graham Bartram, secretary general of congress for the International Federation of Vexillology (the study of flags) who attended the Association Conference, said that his association's lack of resources and lack of budget would make it difficult to dedicate the time needed to properly implement this framework.
However, Ioannis Pallas, association manager at the European Society of Association Executives, explained that creating legacy impact through events is a necessity, not a nice to have. "Whether or not your conference should create legacy impact is not an option anymore, it's a must. It's important we dedicate time to understand how our meetings can benefit wider society."
The Association Conference was supported by British Tourist Authority chair, Nick de
Bois CBE who officially opened the conference, highlighting the importance of
the association sector and recognising the critical role cities, associations
and conference organisers play in bringing new events to Britain.
“Bringing together UK
destinations, associations and PCOs, this week we’ve witnessed the exchange of
experiences and ideas to explore how we can grow our ‘impact beyond the
plenary,’ maximising the opportunity of gathering people to create shared value,”
said Paul Black, head of business events at VisitBritain/VisitEngland.
“The
conference has been the perfect environment to launch our Business Events
Impactful Framework, developed in partnership with #MEET4IMPACT. We hope that
our guests and partners return home feeling inspired to apply these principles
as together we shape the future of business events in Britain.”
During focused sessions throughout the conference, attendees were
able to discuss and provide their feedback on the project, with the final
framework being distributed to all attendees after the conference.
Aside from the educational itinerary, attendees were also had several
networking opportunities across the three days, including the welcome reception
at the newly refurbished Moxy Edinburgh Fountainbridge rooftop
bar and a gala dinner at the renowned National Museum
of Scotland.
