Independent Planner’s View: Vision and Icebergs

It can be hard to explain to someone not in the meeting industry what I do for a living. As an independent planner, what don’t I do? Asking me to describe the “typical event” that I’m involved with is like asking: which is your favourite child; chips or cheezies; red or white; left or right? The question is too broad. How could I pick just one event, when they are all so important, different and interesting in their own way?

I sometimes say, “It’s not that I don’t care what they do, I just don’t care what they do….” My clients are without doubt, masters of their own programs and content, plus they are best in tune with their stakeholders, members, delegates, exhibitors, sponsors and staff. My job—what I do care about—is to listen and ask questions to ensure the event vision becomes a reality. With the client’s input, along with the cooperation and coordination from a host of industry professionals, I strive to deliver a perfect version of the client’s vision.

The client’s priority, whether they are medical professionals, industry advocates, manufacturers or expedition cruisers, is what they do, who they are and why they are meeting. Each has their own culture, lexicon, opportunities and challenges. My priority is to execute all the details to support the vision. What I do should remain transparent, so that the participants experience a seamless program and a memorable event.

A good analogy is a black light theatre performance.  Under the guidance of the producers and director, the cast and crew plan, practice and perform; the audience does not see any of this fundamental work.  The audience may not think about what is happening behind the scenes before or during the performance—they see only the spectacular show. The ticket holders don’t want to know how the special effects were achieved. They only want to be enthralled by the performance.

Event planning is like that too. Only fellow meeting professionals can fully appreciate how much energy and effort go into the preparation. Like the “tip of the iceberg”, the following examples are what the average attendee sees, without detecting the massive structure below the surface.

• printing your boarding pass

• getting picked up at an airport terminal

• having your name checked off a list as you board a bus

• being offered culturally acceptable accommodation

• watching helicopters land on a hotel roof, or more astounding still, on a downtown parking lot

• spotting a volunteer holding up a guiding sign, just as you were feeling lost

• picking up your delegate badge, complete with ribbons and tickets, along with a delegate bag full of sponsor collateral

• downloading a conference mobile app and/or receiving your printed program

• receiving your VIP room keys

• using wireless internet delivered on a robust fiber optic backbone

• choosing your seat in the carefully laid out plenary or finding your spot at a reserved table

• using an audience response system

• hearing a world-class speaker

• enjoying fresh seafood products, shipped from the coast, just that morning

• being offered gluten-free, vegan hors d’oeuvres

• eating dinner under a tent with twinkling lights strung overhead

• enjoying a tradeshow with hundreds of exhibitors in elaborate setups

• paying for a silent auction item

• winning a golf shirt

• watching a 16:9 PowerPoint slide that thanks all the sponsors

• listening to a special artist’s performance (with a piano that has been newly tuned)

• feeling safe from the protesters as you stand behind barricades with your valid security pass

• receiving a confirmed late check out from the hotel

• completing a post-event survey

• saving money with local shopping and restaurant discounts

• watching or listening to the video/audio recording of a meeting

• receiving a warm smile at the end of an event

This list is not comprehensive by any means. Please feel free to add your own “iceberg” examples in the comments section below.

I am so lucky to be able to work on so many unique programs, and they are all important to me. I learn so much from each event and take that knowledge with me to the next one.

When I refer to my current client by its acronym, my spouse will ask, “Which one is that again?”

I reply: “Helicopters”, “Fish Farmers”, “Anesthesiologists”, “Cardiologists”, “Architects”, “Arctic Explorers”, “Federal Government”, etc.

I guess I really do care about what they do, if only to help understand the unique vision for their events. When next year rolls around, I need to tap into the profile of each organization again to orchestrate the newest event vision.

And to answer those questions in the first paragraph… I could never pick one child over another, but I do love my cats: Hawkins Cheezies, White Wine and Left Twix!

   Article written by Darlene Kelly-Stewart, Stonehouse Sales and Marketing Services

Article edited by Melanie Hudson, National Association of Federal Retirees