March 24, 2014 • An Advertising Supplement to the San Fernando Valley Business Journal

Meetings &Events Guide

As part of its commitment to furtheringthe success of the meeting and eventindustry, the Meeting Professionals

International (MPI) Foundation has concluded itsresearch study on Strategic MeetingsManagement (SMM).

The goal of the research initiative was to gain adeeper understanding of SMM as a disciplinedapproach to managing enterprise-wide meetingand event activities, processes, suppliers and data.Specifically, the researchers evaluated how SMMhas evolved as well as the implications and oppor-tunities for future applications.

“SMM has been a hard concept to define.While there are many best practices, SMM variesfrom organization to organization,” said CindyD’Aoust, chief operating officer for MPI. “Withthis research, we are looking to broaden the scopeof SMM and position it as a framework for opti-mizing meetings across enterprises.”

The SMM concept was first introduced morethan a decade ago as businesses strove to managecosts and mitigate risk. That need grew through-out the recent recession a few years ago. However,as SMM programs matured, businesses found thatthey also proved useful in designing events thatmeet organization-wide goals and for improvingthe delegate and stakeholder experience.

Following are highlights from the study pub-lished in the “Strategic Meetings Management(SMM): Taxonomy, Growth and Future” report:• ROI is both financial and emotional. SuccessfulSMM can engage attendees before, during andafter the meeting is over. Measurements must notbe based solely on ROI but on ROO as well —return on objectives — and ROO metrics needs tobe developed for the industry.• Stakeholder support from all levels of an organi-zation is critical for SMM success.• SMM is not “one size fits all.” It must be alignedto fit each company’s business goals, objectivesand corporate culture.• Creating and nurturing business partnerships isan increasingly important aspect to SMM in help-ing to reduce risk, garner better service andimprove negotiating power.

The study was commissioned by the MPI Foun-dation and conducted by the International Centerfor Research Events, Tourism and Hospitality(ICRETH) at Leeds Metropolitan University. SMMsubject experts from Your Corporate Source andBondurant Consulting were collaborating partners.

Phase I of the research project involved collat-ing and categorizing published SMM documents,surveys with meeting professionals, participationin educational sessions and interviews with sub-ject matter experts between October 2012 andJune 2013. Phase II will continue through 2014and includes utilizing the findings to create profes-sional development tools and make recommenda-tions for the future. Tools include case studies,video guides, white papers and research reports forpractitioners at all levels.

According to Dr. Eliza Hixson from ICRETH,

who conducted several of the interviews from thestudy, “Many larger organisations within the U.S.are moving towards mature SMM Programs(SMMPs), and we can see benefits expanding fromsimply cost consolidation to one more focused onthe participant experience. We are seeing recogni-tion of the value SMM can bring to event activitiesand long-term business goals."

To access the research report and additional SMMresources, visit www.mpiweb.org/smm.

Research Results Unveiled onStrategic Meetings Management

‘Strategic Meetings Management has been a hard concept todefine. While there are many best practices, SMM varies fromorganization to organization. With this research, we are lookingto broaden the scope of SMM and position it as a framework foroptimizing meetings across enterprises.’CINDY D’AOUST, MPI

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For over 20 years, the Hilton LosAngeles/Universal City, a 24-storyglistening building that can’t be

missed, has welcomed travelers headingnorth on the 101 freeway. When youmention Universal Studios Hollywood,CityWalk or the NBC offices located inthe “Entertainment Capital of Los An-geles,” many recall the hotel as the land-mark. But it is what’s inside that sets theprime meeting and event location apart.

The Hilton LosAngeles/UniversalCity is the SanFernando Valley’slargest hotel, with489 spacious guestrooms that feature

spectacular views of the Valley, UniversalStudios, Downtown Los Angeles and theHollywood Hills.

Whether it’s a guest vacationing in LosAngeles, a corporate guest seeking accom-modations for business meetings in thearea or groups needing the perfect bal-ance between work and recreation, thehotel’s flexible and experienced team isready to welcome them to the venue.

Meetings, conferences and eventsremain an obvious passion at the HiltonLos Angeles/Universal City. No request istoo big or too small to accomplish anyorganization’s goals. The planning is easywith a team of experts working just foreach guest or event planner. From start tofinish, every detail is managed by the

event services team to allow you time tofocus on your objectives. Flexible spaceoptions include a 16,000 square foot grandballroom, executive boardrooms, breakout-outs and captivating open-air venues thatprovide the ideal environment for success-ful meeting and social occasions.

The Hilton Los Angeles/Universal Cityis also an ideal choice for any celebration.For many years, the team has focused onproviding a unique and tailored experi-

ence to the diverse population in LosAngeles. The hotel features a kosherkitchen as well as a highly trainedMandarin culinary team that producesauthentic cuisine to satisfy guests thatseek a more traditional experience.

Dinner and cocktails at the Café Sierrarestaurant and Atrium Lounge can be experi-enced either a la carte or enjoyed from oneof our extensive specialty buffets. Guests thatdesire a unique experience can also choose a

signature menu specifically designed fortheir group. With an array of culinary cre-ations by the talented staff, each eventbecomes an exclusive dining adventure.

An eco-friendly property, Hilton LosAngeles/Universal City is Silver GreenSeal Certified. With the goal to alwaysachieve the highest standards for guests,the hotel completed $7 million dollarsworth of sustainable upgrades, the largestcommercial PACE (Property AssessedClean Energy) project to date in the U.S.The project includes efficiency glassinstallations and new LED lighting thatwill reduce energy consumption by awhopping 50 percent. The installation of500 low-flow shower heads and thereplacement of 250 bathtubs with show-ers are part of the comprehensive waterconservation project that will save $2.8million gallons of water annually, equiva-lent to one month of the property’s exist-ing water usage. Other upgrades includewindow film, elevator upgrades, chillerplant replacements, energy efficiencyglass and controls as well as EV chargingstations for environmentally conscioustravelers and meeting planners.

With a property that clearly reflects apassion for meetings and events, theHilton Los Angeles/Universal City staffare ready to provide excellent service andthe ideal combination of details for anunforgettable meeting, event or getaway.

To learn more, call (818) 506-2500.

34 AN ADVERTISING SUPPLEMENT TO THE SAN FERNANDO VALLEY BUSINESS JOURNAL MARCH 24, 2014

Valley Landmark’s Array of FeaturesReveal a Passion for Meetings and Events

MEETINGS & EVENTS

MEETINGS& EVENTSLOCATIONSPOTLIGHT

The Hilton

Los Angeles/

Universal City is

the San Fernando

Valley’s largest

hotel, with 489

spacious guest

rooms that feature

spectacular views

of the Valley,

Universal Studios,

Downtown Los

Angeles and the

Hollywood Hills.

W A R N E R C E N T E R M A R R I O T T

21850 Oxnard StreetWoodland Hills | CA 91367WarnerCenterMarriott.com818.887.4800

T H E F U T U R EO F M E E T I N G S

B O O K Y O U R N E X T E V E N T I N A O N E O F A K I N D M E E T I N G V E N U E

Meetings are easy in VenturaCountyWest. Only an hour from LAX, we

have meeting rooms large and small, hundreds of guest rooms for every

budget, and dozens of hotels staffed with meeting experts to help.

When the meetings are over, there are trails to hike and whales to

watch, wines to taste and golf to play. We have nearly perfect weather,

and three unique cities ready to make any meeting extraordinary.

Meet easy - meet in VenturaCountyWest.

(800) 648-2124 venturacountywest.com/meetings

Meet in

MEETEASY

33 37_sfvbj_meetings_and_events_supplement.qxp 3/19/2014 6:31 PM Page 34

MARCH 24, 2014 AN ADVERTISING SUPPLEMENT TO THE SAN FERNANDO VALLEY BUSINESS JOURNAL 35

The Possibilities are Limitless…Have your next event at the Calabasas Country Club.

Spectacular scenery, a championship golf course, and a beautifully designed banquet facility await you.

Please contact our Banquet and Special Event Manager,Sarah Leibsohn at 818.444.5545 or via email at

sarah@calabasasgolf.com.

4510 Park Entrada, Calabasas, CA 91302

Versatility is Key at LuxuriousWoodland Hills Venue

MEETINGS & EVENTS

The Warner Center MarriottWoodland Hills makes an idealvenue for both corporate and

social events. 25,000 square feet of versa-tile function space inspires brilliantevents and sets the scene for stellar ban-quets and meetings.

Each of the Warner Center Marriott’s474 guest rooms and suites boast luxuri-ous bedding, down comforters, customduvets and cotton-rich linens. Guest

rooms also include abalcony with viewsof the surroundingmountains and land-scape, high speedwireless internetaccess, alarm clock-

radio with iPod docking station, and a32-inch High Definition flat-panel TV.

Guests can also bask in comfort underthe skies in the chic poolside Urban Oasiswith lush foliage, terrace furnishings, inti-mate cabanas, fire pit and bar. Workoutwarriors of all levels can challenge them-selves in the fitness center with floor-to-ceil-ing windows, cutting-edge equipment andpersonal monitors on cardio equipment.

For refined refreshment, there’sStarbucks and the ultra-hip Q Martini Barfeaturing upscale martinis and micro-brews. The stylish Breeze, an AmericanGrill restaurant features indoor and out-door dining offering delicious Californiacuisine beckons those who want greatfood and warm company.

The lobby features relaxed seating,state-of-the-art technology and innova-tive food and beverage concepts in a styl-ish setting—all designed to meet theneeds of today’s business traveler. TheLobby sitting area offers comfort andquality to guests, and with free wirelessInternet, they can relish in the comfortsof home while away.

Energetic in the morning, motivatingat mid-day, and stylishly engaging atnight, the innovative Warner CenterMarriott lobby inspires business andleisure to intersect in a multidimensionalsetting, with seating layouts to encouragesocial mingling, and space provided toaccommodate individual or small groupbusiness needs.

The Warner Center Marriott offers amulti-faceted guest journey where publicspaces offer the versatility to inspire per-sonal, professional and collaborativeexperiences.

For more information or to book your nextevent please contact the Sales & CateringDepartment at (818) 887-4800.

MEETINGS& EVENTSLOCATIONSPOTLIGHT

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Research and Toolkit to Help PlannersReduce Costs and Increase Value

Meeting ProfessionalsInternational (MPI) Foundationhas published the first compre-

hensive research study on meeting designand shared the research during the “HowTo Transform Your Meeting: The 5Principles of Meeting Design” session lastyear at IncentiveWorks in Toronto,Canada.

As the industry undergoes a para-digm shift in how it defines, plans andexecutes meetings and events, theMeeting Design Study and the toolsthat accompany it provide both aframework and a bridge between thestate of meetings today and the future.

“Meeting Design is about reducing ameeting or event down to its most essen-tial elements and directing increasinglylimited resources toward what mattersmost – your attendees,” said John Nawn,founder of The Perfect Meeting and lead

researcher of the study.The tools created as a result of the

study will provide guidance on howplanners can design more effectivemeetings and undertake new approach-es to create breakthrough experiences.The Meeting Design toolkit includeshow-to guides, worksheets and casestudies as they relate to the followingprincipals.• Assessment & Evaluation • Experience • Distributed Learning • Collaboration

• Meaningful Engagement“Given the ‘new normal’ facing all

meeting professionals to do more withless, MeetingDesign represents one ofthe few opportunities to actually reducereal costs while simultaneously increas-ing value,” Nawn said.

In addition to debuting the study atIncentiveWorks, the research was sharedduring an educational discussion onmeeting planning at IMEX America lastOctober.

The research was conducted byAssociation Insights and The Perfect

Meeting, and sponsored by JumeirahHotels & Resorts, PSAV PresentationServices and Omni Hotels & Resorts. Theinformation culled from this study isimmediately applicable and will be arich resource to the meeting and busi-ness event industry. The Meeting Designtoolkit will help professionals remainrelevant and valuable strategic assets totheir organizations.

To access the full research study andtoolkit, visit www.mpiweb.org/FOM.

Meeting Professionals International (MPI)Foundation is passionately committed tobringing vision and prosperity to the meet-ing and event community worldwide byinvesting in results-oriented initiatives andprograms that shape the future and bringsuccess to the industry. MPI is the largestand most vibrant global meeting and eventindustry association, comprised of approxi-mately 20,000 members belonging to 71chapters and clubs worldwide. For moreinformation, visit www.mpiweb.org.

First Ever Meeting-Design Study Released

36 AN ADVERTISING SUPPLEMENT TO THE SAN FERNANDO VALLEY BUSINESS JOURNAL MARCH 24, 2014

Study on the Future of Meetings PreparesIndustry Professionals for Tomorrow

MEETINGS & EVENTS

By IYNA CARUSO

As a meetings and events profes-sional, you know the state of theindustry. But do you know where

the industry is heading?The answer to that question has impli-

cations for business practices, skills needsand staffing requirements, which is whyknowing what tomorrow holds is criticalfor meeting planners and venue man-agers today. Planners must consider sce-narios not just for formulating a strategyto respond to the future, but, moreimportantly, for inventing it.

As part of its Thought Leadershipseries, MPI Foundation has released first-of- its-kind research on the trends thatwill impact the events industry for yearsand even decades to come. In the newlypublished data, researchers at theInternational Centre for Research inEvents, Tourism and Hospitality at LeedsMetropolitan University in the U.K. hadin-depth interviews with 26 leadingthinkers in future trends, economics andin the fields of science, technology, popu-lation business, retail and tourism to findout their views on the future.

The insights from this research willprovide meetings and events profession-als with the information they need toachieve success by considering howtrends could impact on meeting design,content, communication and distributionand helping businesses to answeringthese and other critical questions:• As technology evolves, what are the keydrivers of change? • What business sectors are heading toobsolescence? • How will demographic shifts affect theworkplace? • How will virtual and online connec-tions impact in-person events?

Meetings and events professionalsthrive when they have the most currentbusiness tools and intelligence at their

disposal. The Future of Meetings researchis exactly that. It is the tool of choice forthose who want to become more success-ful and better connected in understand-ing trends and changes in the industry.The research will lead to more effectivepersonal development and more produc-tive professional strategic planning.

Here are some of the findings:• Meeting Planners will need to work in bothoffline and online environments. Resultsfrom surveys of 1600 meeting plannersand in-depth interviews with experts infields outside the meetings industryreveals that meeting planners in thefuture need to be able to work in onlineand offline environments. According tothe experts multiple models will work inthis period of transition, but it makes nosense to limit your own competence.New generations are demanding and newtechnologies are creating better connec-tivity for realtime face-to-face events aswell as virtual and hybrid.• Meeting planners need to consider older aswell as younger generations. Whilst resultsfrom the meetings industry survey focused

on younger generations (gen Y), theexperts from outside the industry also con-sidered the aging population as an oppor-tunity. Longer, healthier lives in much ofthe developed world and a need to worklonger leads this demographic transition. • Focus on value and evidence. The meetingplanner survey revealed a focus on cost-cutting in response to the current eco-nomic climate. The expert interviewsrevealed a belief that the recession les-sons global opportunities but that thereare opportunities for growth. Travelwould be a key concern so it would belikely that carbon and cost issues wouldmake the demonstrable value of meetingsmore important. This puts emphasis onthe industry demonstrating the ROI,ROO of meetings.• Green is minimum – responsibility isexpected. Many of the interviewees in theCSR study and FOM study felt thatyounger people entering the workforce areincreasingly environmentally and sociallyaware and that they will expect businessesto have the same values that they do. Thusan understanding of the aspirations and

beliefs of ‘Generation-Y’ will be of increas-ing importance to all segments of themeetings industry – despite relatively highlevels of unemployment in manyeconomies there remains considerabledemand for high quality employees andhence it makes sense for businesses seekingto employ the best to make sure that theircorporate philosophy is relevant to them.More than 60% of meeting and hospitalitybusinesses believe that customers alreadyexpect them to be active in CSR.• Data gets more personal and less private.The use, security and understanding ofdata is a key topic of discussion as well.The experts believe that privacy willremain contentious, but that once bene-fits of sharing personal information areclear, that people would be more open tosharing. However, the use and need toprotect increasing amounts of personaldata as well as understand it wouldinvolve critical judgement as well asincreased security needs. In addition theability to record, track, monitor activitiesat meetings while providing rich datacould also threaten the ability for peopleto share more information more openlywithin meeting spaces.

The research is Phase II of the MPIFoundation’s three-part Future ofMeetings initiative and is made possiblewith support from PSAV PresentationServices, Jumeirah Hotels & Resorts andOmni Hotels & Resorts, early adopters ofFuture of Meetings-related content. Theresearch was introduced at IMEX Americalast October, and will follow with a seriesof 10 subsequent papers. For a detailedlisting, visit www.mpiweb.org/fom.

A comprehensive Future of Meetingstoolkit will be released by MPIFoundation later this year.

Iyna Caruso is Senior Writer withLucido+Koulian+Schmitt.

Plannersmust considerscenarios notjust forformulatinga strategyto respondto the future,but, moreimportantly,for inventing it.

‘Meeting Design is about reducing a meetingor event down to its most essential elementsand directing increasingly limited resourcestoward what matters most – your attendees.’JOHN NAWN, founder of The Perfect Meeting

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MARCH 24, 2014 AN ADVERTISING SUPPLEMENT TO THE SAN FERNANDO VALLEY BUSINESS JOURNAL 37

MEETINGS & EVENTS

Welcome to the era of the hybridmeeting. While meetings maystill emanate from within a

function room, they are increasinglyextending far beyond the four walls todraw in audiences not subject to physicalboundaries.

Whether through personal mobiledevices or sophisticated virtual meetingsuites, technology is revolutionizing theway meetings content is communicat-ed—both in and out of the meetingroom. Not only are people outside theroom drawn in, but those within theroom have access to a heightened degreeof interaction.

More than 90 percent of meeting pro-fessionals exceed their goals throughhybrid meetings, according to newresearch supported by Sonic FoundryInc., the trusted market leader for videomanagement and event, academic andenterprise webcasting, and the MeetingProfessionals International Foundation.

Through qualitative interviews and aquantitative survey completed by 1,800participants, including meeting profes-sionals, event delegates, technology ven-dors and consultants, the research reportprovides a comprehensive snapshot ofhybrid events, as planners focus on the-growing importance of the trend.

“This research clearly supports whatwe have known but lacked scientific datato support. By strategically using hybridtechnology, the planner can expand the

reach of their event which increases theability to drive business results – a farmore valuable asset than merely control-ling costs,” said Cindy D’Aoust, COO ofMeeting Professionals International.

MPI created a special knowledge centerat www.mpiweb.org/hybrid which featuresthe full report and toolkit (free to MPI mem-bers and available for purchase for non-members) along with other free resources,including on-demand presentations such as“Creating the New Connectivity ThroughHybrid Meetings” from the MPI WEC 2012annual conference.

Key findings from the researchinclude:• 93 percent of planners surveyed meetor exceed their objectives when organiz-ing a hybrid event

• 70 percent of respondents say hybridmeetings will be an important part ofmeetings in the future• 50 percent of respondents say theyrecord their conference content for on-demand access, a strong indication thatorganizations recognize the value of shar-ing content with those unable to attendin-person

“The survey results pointed to a gapbetween what attendees value and whatmeeting planners are actually doing,”said Samuel J. Smith, researcher andpresident of Interactive MeetingTechnology. “Sonic Foundry and MPIinvested in identifying what successfulplanners are doing, and also in develop-ing a roadmap to show how others canbe successful as well.”

The full research report provides acomprehensive look at the way hybridevents are currently carried out and howthey are perceived within the meetingsindustry, with insights and guidancegleaned from experienced hybrid eventorganizers. The report features:• Key facts about this important part ofthe industry’s future• Case studies from eBay, Thrivent andthe Society of Automotive Engineers• An extensive how-to guide for under-standing hybrid event formats, selectingtechnology vendors, building an effectivehybrid event team, designing content anddeveloping an engaging user experience• A lessons learned document with bestpractices from the field• Full results from the quantitative surveywith executive summary

“Sonic Foundry is proud to partnerwith the MPI Foundation to support thefirst comprehensive research on hybridevents. We firmly believe, and the resultsof the survey corroborate, that hybridevents will play an important role in thefuture of meetings,” said Gary Weis,chief executive officer of Sonic Foundry.“Through the explosive growth of ourMediasite Events group, we’ve seen first-hand how early adopters of hybrid meet-ing strategies have expanded the impactand reach of their events, creating deeperattendee engagement and valuableonline knowledge while contributingmeaningful ROI.”

Hybrid Events and MeetingsEmerge as Next Wave

More than 90 percent of meeting professionals

exceed their goals through hybrid meetings,

according to new research supported by Sonic

Foundry Inc., the trusted market leader for

video management and event, academic and

enterprise webcasting, and the Meeting

Professionals International Foundation.

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