January is the month of Janus, Roman god of beginnings and transitions, and a good time to plan ahead. While Roman mythology may have influence in the stars as some people may believe, the “5 STARS” in successful association-event planning is actually an acronym:
Site or event destination. The Association of Development Financing Institutions in Asia and the Pacific (Adfiap) has representation in 40 countries so site selection for hosting its annual conference is on rotation basis to give members an opportunity to showcase their country.
The second aspect is the event venue and the essential factors to consider in its selection to include, among others: (a) location, (b) facilities, (c) service staff and (d) pricing—normally in this order of importance.
For a hotel location, the two key elements would be accessibility, as well as security arrangements. Facility-wise, the three main areas are: (a) function rooms—comfortable seating setups, air-conditioning, lighting, sound system, foyer space, presentation equipment, meal service and overall layout; (b) guest rooms—cleanliness and available amenities, such as tea/coffee service, toiletries, cable TV, Internet/phone/fax connections, iron and board, newspaper, etc.; and (c) other conveniences, e.g., gym, pool, dining outlets, lobby area and business center. A very important consideration in selecting a hotel is its service staff. While pricing is also a crucial consideration, this is often negotiable.
Topic—A business event is a learning activity so design and development of the conference theme and the session topics are important. The content must be current and relevant, with great takeaways for attendees. Based on our experience, attendees get a premium if the event offers something that could help their businesses: (a) add value, (b) save money and (c) solve problems.
Activities—Four areas are considered here: (a) learning—further discussed below under speakers (b) networking (c) awards and (d) leisure. On networking, event planners need to put meeting opportunities in the program. In addition, organize rooms where these will be held. Other networking possibilities should be structured so delegates can meet during coffee breaks, meals, tours and golf games, as applicable.
An awards program has also become an important part of our annual convention and has been an event-attendance booster, as well. Perks like tours, sports and shopping trips are an integral part of each conference for the delegates and their accompanying persons.
Resource Persons/Speakers—In the choice of resource persons, we look at three considerations: (a) area of expertise, (b) experience as a presenter and (c) willingness to stay and mingle with the delegates.
Secretariat Support—The final element are the people running the event. These are, in real terms, the “stars of the show,” for without the event management staff, there is no event to speak of in the first place. In our case, the event-management team is a joint unit of the member-host’s staff and the association’s secretariat.
Supporting the process is an extensive to-do list we have developed over the years and a host of other supporters: the hotel staff, the travel agencies, tour operators, service providers and many others.
Another option, of course, is to engage the services of a professional conference organizer.
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The column contributor, Octavio Peralta, is concurrently the secretary-general of the Adfiap and CEO of the Philippine Council of Associations and Association Executives (PCAAE).
PCAAE enjoys the support of Adfiap, the Tourism Promotions Board and the Philippine International Convention Center.
E-mail: obp@adfiap.org