how to create and market a sustainable destination 090806 mexico

Guy Bigwood

MCI Group Sustainability Director

Aug 09

How to create and market a

SUSTAINABLE DESTINATION.

My name is Guy Bigwood

I’m the Sustainability Director for

MCI GroupLargest integrated global event and association management company

(PCO, Corporate, DMC, Consultancy, AV, etc etc)

250 Million Euros Turnover

35 Offices

+800 People

Trusted Advisors to

UNITED NATIONS

GOVERNMENTS

ASSOCIATIONS

DESTINATIONS (CVBs)

CONVENTION CENTERS

CERTIFICATIONSTANDARDS

I Manage MCISustainability

Services

Example “Climate Change” Clients

� Climate Meeting Consulting and Sustainable Event Organisation

- UN Global Compact Summit, NYC

- UN COP15 Climate Change Conference, Copenhagen

- World Business Climate Change Summit, Copenhagen

- International Climate Change Conference, Hong Kong

- World Mayors Climate Change Summit, Copenhagen

- European Wind Energy Association, Poland

- World Water Week, Stockholm

- Conama Environmental Congress, Madrid

� Sustainable Destination Advisory Services

- Estoril Convention Bureau

- Visit Denmark

- Costa Del Sol Convention Bureau

� Hotel and Venue Consulting

- Bella Center, Copenhagen

- Estoril Congress Center

- First Choice Hotel Group

� Pro-Bono Consulting

- MPI, IAPCO & GMIC Event Associations

The premier dedicated global

community for sustainability

education, research, policy and

standards for the meetings and event

industry

I’m a president-elect of the

Guy Bigwood

MCI Group Sustainability Director

Aug 09

So how do you create and market a

SUSTAINABLE DESTINATION?

the world is

CHANGING

the world has

CHANGED

2050100005 000 bef. JC10 000 bef. JC

5 million250 million in 1

1 billion in 1800

3 billion in 1960

5 billion in 1987

6.5 billion in 2005

2 billion in 1930

9 billion in 2050

The world

population

is increasing

Climate Change is longterm and its effects are only just beginning

1850 1900 1950 2000

CO2

ASustainable

Future

Current Reality

Declining resources

Increasing resource consumption

Living beyond our means

Source:The Natural Step

Sustainable Supply

Sustainable Demand

the world is going

green

Paradigm

SHIFTin how people select, buy and organise meetings and events

the Paradigm Shift is and will effect everyone

VENUES

HOTELS

CITIES

CORPORATES

SUPPLY CHAIN

GOVERNMENTS

INSTITUTIONS

Smart destinations are

SEIZINGthis opportunity

But before when there were just a few pioneers

Now the whole world is “talking green”

So why are they red?

So how do you

convert and position

a destination to

become a

“green leader”

First a little bit of

Theory !

Forget

GREENThink

SUSTAINABILITY

INTEGRATED SUSTAINABILITY

IntegratedBalancedStrategicApproach

Environment

AntiCorruption

Poverty

LabourRights

HumanRights

Profit

HEALTHSAFETY


Private

Public

Environment

AntiCorruption

Poverty

LabourRights

HumanRights

Profit

HEALTHSAFETY


Sustainability is a business approach that creates long-term shareholder value by

Embracing the opportunities

and managing the risk with economic, environmental and social developments

Source: PWC – SAM yearbook

RISKS! Physical

Regulatory

Reputation

RISKS

!

Physical

Regulatory

Reputation

Governments are finally getting into action

The most important meeting of our lifetime

Outcomes COP15

•Binding C

limate

Tre

aty

•Carb

on Targ

ets

•CO2 L

aws and T

axes

•M

andatory

Carb

on reporti

ng

–Alre

ady; Denm

ark, U

K

RISKS

!

Physical

Regulatory

Reputation

73% of buyers

would reject a destination with a poor environmental record

2008 IMEX 5th Annual Survey of Buyers

Generation Y81%

Employees want to join a company that makes a difference

Attracting New Staff

ALL ALL ALL ALL THISTHISTHISTHIS RISK RISK RISK RISK CREATESCREATESCREATESCREATES

OPPORTUNITY!

ImproveProfit!

5-15%

Price Premium for Certified green property sales and rentalsLocum Destination Review and Green Business Review

Marriot New York Marquis New Energy Management System

saves 18% of energy $800.000 a year

2.3Year ROI

40

9.000.000 €EMEA Avoidable costs

Exploit NewOpportunities

80% of buyers

have taken environmental results into account when organising an event

2008 IMEX 5th Annual Survey of Buyers

"It��s a buyer��s market, and the buyers appear to want green,"

Meeting organisers who are planning or expect to

plan a green meeting

• 46.8% of corporates

Marketing Media Survey 2009

These buyers and many more are organising

Green Meetings

But we have not

seenanything yet

PHASE 2: all these companies are creating sustainable PRODUCTS

They will be increasingly greening

their events

Comparing and analysing vendors

Comparing and analysing destinations

INFRASTRUCTURE

CVB

CONFERENCE CENTER

HOTELS

www.bestplacestomeetgreen.com

We are passing the

tipping

point

If you are a smart

destinations

this opportunity

SO WHAT IS A

SUSTAINABLE

DESTINATION

First: What are the building blocks of a city sustainable?

www.sustainlane.com

1. Government Policy and Funding

2. Sustainable Water Supply and Quality

3. Recycling and Waste Management

4. Renewable Energy Supply

5. Local and Sustainable Food Supply

6. Public Transport

7. Green Buildings

8. INNOVATION AND LEADERSHIP

There are some clear leaders

SO WHAT ARE SMART

DESTINATIONS DOING

TO BE SUSTAINABLE

Sustainable Destination Management Framework

STRATEGICPLANNING

FRAMEWORK

TOOLS

EDUCATION

MARKETING

MEASUREMENT

STAKEHOLDER ENGAGEMENT

CERTIFICATION

Learning from our work and others we created the SDM framework

Strategic Planning

� Use proven methodologies

� Commitment

� Big Vision

� Objectives

� Resources

� Multi-year approach

� Constant Evaluation

Strategy: Big Vision

Stakeholder

Engagement

Stakeholder Engagement

� Collaboration – Private and Public

� Integration of issues; social, economic and environmental

� Alignment of values and objectives

� Consensus Building

Education

Education through communication and classes

ToolsTOOLS

Denmark: Education through tours

Green maps to find green suppliers

Comprehensive planner toolkit

MEASUREMENT

Melbourne: Citywide measurement project

Sustainability Reporting will grow

Carbon Emissions

PAPER and

FOOD

EMISSIONS

4%

ENERGY USAGE

EMISSIONS

5%

CITY TRANSPORT

EMISSIONS

0%AIR

TRANSPORT

EMISSIONS

91%

-www.mci-group.meetgreen.com

How are you helping your clients to measure?

Marketing

Certification

Explosion in Certification

Summary Summary Summary Summary

and and and and

ConclusionsConclusionsConclusionsConclusions

Sustainable Destinations

Are healthy placesWith healthy peopleThat create healthy businessesWhich form successful destinations

www.esnep2008.com

Selection of sustainable

destinations will only

increase

COLLABORATION, ISSUE

INTEGRATION and a

FRAMEWORK will help you be

different

SMART Destinations are thinking strategically

STRATEGICPLANNING

FRAMEWORK

TOOLS

EDUCATION

MARKETING

MEASUREMENT

STAKEHOLDER ENGAGEMENT

CERTIFICATION

Minimize

RISK!

MAXIMIZE

OPPORTUNITY!

THE ENDalmost

“It is not the

strongest of the

species that survive,

nor the most

intelligent, but the

one most adaptable

to change.”

- Charles Darwin

You have the power

to influence change

What is your role?

LessConversationMoreAction.com

For more info please visit

MCI Offices

GENEVA - ABU DHABI - AMSTERDAM - BARCELONA -

BELFAST - BENGALURU - BERLIN - BRUSSELS - BUENOS

AIRES - CORDOBA - DELHI - DUBAI - DUBLIN - GLASGOW -

GOTHENBURG - HONG KONG - LYON - MADRID - MAR

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PRAGUE - ROME - SHANGHAI - SINGAPORE -

STOCKHOLM - STUTTGART - TOKYO - VIENNA - ZURICH