Dan Berger spoke at ACE MPI Northern California Chapter in February 2019.

1. Where You Meet Matters
How to Choose a Purposeful Meeting Destination
Dan Berger
Founder and GM
Social Tables, a
part of Cvent

2. @danberger @socialtables | #WEC18
I’m a planner.
I’m a supplier.
I’m a believer.
I’m a participant.

3. @danberger @socialtables | #WEC18
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4. We are connecting the hospitality
industry through effortless
group management solutions
that create successful
face-to-face events.

5. About Social Tables
● Founded 2011.
● Over 5,500 customers.
● 95% customer retention rate.
● 100,000 events planned per month.
Nearly 300 events have been hosted at STHQ (pictured) since it opened in December 2016.

6. Cvent + ST: Better Together
● Cvent acquired Social Tables in October, 2018.
● Any venue’s Social Tables floor plans will be available
in the Cvent Supplier Network.
● Social Tables now has access to more resources to
innovate faster and strengthen its client services.
● We are now a part of a connected portfolio with
many best-in-class solutions.

7. A collaborative group management platform that
streamlines operations and increases revenue.
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8. @danberger @socialtables | #WEC18
Free Tools for Planners
DiscoveryDiagramming Seating & Check-In

9. 1. Why Does Destination Matter?
2. Choosing the Location With Purpose in Mind
3. What Makes a City “the City”?
4. Choosing the Venue With Purpose in Mind
5. A Fresh Framework for Thinking About Destinations
6. Designing the Space With Purpose in Mind
7. The Future of Strategic Destination Sourcing
On the Agenda...

10. Why does a meeting’s
destination matter?

11. What is a destination?
● Location - The city and neighborhood the event takes place.
● Venue - The place the event takes place.
● Space - The room(s) inside the venue the
event is in.

12. Modern Meeting Planning Means Transformational Events
80% of meeting planners report that their job
encompasses more experience creation
than it did 2-5 years ago.
This is why we are all here.
Source: IACC 2017 Meeting Room of the Future

13. Which elements in a destination
or venue do attendees care about?
1. Interactive technology (venue)
2. Flexible meeting space (space)
3. Session proximity (venue)
4. Learning local culture (destination)
5. F&B (venue)
6. Access to local experiences (destination)
7. Team building activities (destination)
Elements of meeting destinations/venues ranked
by their importance to meeting attendees. (IACC)
Source: IACC 2017 Meeting Room of the Future
Attendees Care About the Destination

14. The Destination is the Meeting’s Linchpin
Meetings that think about all elements are “purposeful meetings.”
The idea now defines what successful
experience design looks like.
The destination sets the stage for
a purposeful meeting that
becomes a memorable
experience.
Source: Purposeful Meetings White Paper

15. A destination can have a disportionate impact on the intangibles.
INTANGIBLE
Elements that a planner can
influence but not fully control.
● Attendees
● Speakers
● Content
● P2P interaction
● Energy
The Intangibles and Tangibles of Meeting Design
TANGIBLE
Elements that a planner can
directly control.
● The location
● The venue
● Room setup
● F&B
● Audio/Visual
● Decor

16. Why does destination matter?
As we try to create
experiences, the
destination and venue
are the most important
elements that are in a
planner’s control.
1. The city can set the stage for the
meeting’s message
2. Its climate can lift attendee spirits.
3. A modern, airy, and bright venue
can impact attendee moods.
4. How the space is set up impacts
networking and spontaneous
interaction.
5. Fresh and healthy F&B can
increase an event’s energy.

17. Choosing the Location
with Purpose in Mind

18. All Memories Start With a Place
Experience design aims to create memorable experiences.
Those memories start with a place...
“I would never be able to do x if I weren’t...
● “at this point in my life.”
● “at this exact time.”
● “with these people.”
● “here, in this place.”

19. The City Serves as the Perfect Backdrop for the Content
City Message
Boston Revolution
Detroit Revival
Austin Authenticity
Philadelphia Independence
City Expertise
NYC Finance
DC Advocacy
Las Vegas Hospitality
San Francisco Innovation

20. It drives attendance, especially
for non-frequent attendees.
For those who never or occasionally
attend, it’s an even bigger part of
the decision.
Source: Experience Institute Decision to Attend Study
Importance of Destination / Location
by Attendance Frequency
The City Drives Attendance

21. Lack of destination
appeal is the 5th
highest barrier to
attendance amongst
meetings attendees.
The City Can Be a Barrier to Entry
Source: Experience Institute Decision to Attend Study

22. What Makes a City
The City?

23. 93% of international event planners say a destination’s
cultural highlights are an important part of choosing
where they host meetings and events.
Source: London & Partners Study
Local Culture is Key for International Planners

24. Attendees Want to Get Out of the Building
What percentage of convention/exhibition
attendees are likely to get out and about in
town during their stay at a destination?
Driven by a millennial mindset,
attendees want to get out of the
venue and explore their host cities.
Planners need to choose
destinations with this in mind.
Source: Experience Institute Decision to Attend Study

25. Midsize cities are making more
than midsize moves.
Cities like Nashville, Phoenix, and
Denver are investing in
infrastructure and leveraging
unique local assets to differentiate
themselves and woo planners.
The Rise of the Rest
Source: Skift Rise of Midsize Cities Trends Report

26. Smaller markets represent the authentic and the unexpected.
Mid-size cities can offer world-class meeting
facilities and appealing local experiences —
all at a lower cost than “first-tier cities.”
Mid-size Cities Are More Approachable

27. Leverage local knowledge economies to boost the content and
credibility of the event.
Cleveland, for example, is bringing together experts
from local healthcare companies, scientific
research institutions, and the startup
community to reinvent the city as
a desirable location for
medical conferences.
Knowledge Economies May be Attractive to Some Planners

28. CVBs Can Help Leverage Local Assets to Meet Objectives
CVBs are setting themselves apart by marketing
local assets, knowledge economies, cultures, and
other unique elements of their cities.
Planners can take advantage to
close the “knowledge gap.”

29. The Right Destination Can Leave a Lasting Legacy
At the 2017 Alzheimer’s Association International
Conference, the organization worked with
London & Partners to turn the 6,000
LED lights of the London Eye
purple in honor of
Alzheimer’s care
and research.

30. Choosing the Venue with
Purpose in Mind

31. The key elements of choosing a space
are shifting.
As elements like WiFi and A/V become more
standardized in quality, planners are looking
to new elements and focusing on diversifying
the space.
Choosing the Purposeful Venue
Source: IACC 2017 Meeting Room of the Future

32. Choosing the Purposeful Venue
EVERYTHING is a meeting space.
Hotel infrastructure is becoming less important in destination
selection, as non-traditional spaces (and demand for
those spaces) continue to increase.
Demand will continue to increase as
technology makes it easier for
planners to connect with
these properties.

33. Venue Venues - Don’t be afraid to add the “S”
By using modern venue sourcing engines
planners are able to find venues near the
headquarter hotel and get attendees
out of the four walls of the
ballroom.
Choosing the Purposeful Venue

34. Look for venues that break down walls —
literally and figuratively.
“Spaces designed to promote engagement
increase the likelihood of collisions...
More collisions create positive
outcomes.”
-Harvard Business Review
Image: C2 Montreal
Choosing the Purposeful Venue

35. So how do planners go about
“purposefully” choosing
a meeting location and
venue?

36. It’s time to add a
fourth dimension
to an age-old
equation.
How do you choose a “purposeful” destination?
Rates
Dates
Space
PLACE

37. Place is more than just a physical destination.
It’s everything that makes that destination unique.
Culture
People
Diversity Innovation
Perception
Aesthetic
Authenticity
Growth
History
Knowledge
economy
Legacy
Ideals
Values
How do you choose a “purposeful” destination?

38. WHY
The overall purpose of
having this
meeting/event is…
The search for place ALWAYS starts with the objective.
WHEN
What is the desired
timeframe for this
meeting? Is it flexible?
WHO
Who are the people
who should attend?
Who are the
stakeholders?
WHAT
The desired outcome of
a successful meeting or
event looks like…
WHERE
Which destination
will best bring all
of these W’s to life?
CITY
VENUE
SPACE
How do you choose a “purposeful” destination?

39. PurposeIdentification
Source: Marriott’s Meeting Imagined
EachoccasionhasitsownsetofW’s

40. LOCATION
Celebrate
VENUE
● Local leisure activities that allow
for bonding
● A warm, sunny climate that
encourages good vibes
● Feels like a reward and allows
attendees to get away
● An affordable destination for SOs
● Lots of natural light
● Doesn’t feel too professional or like
a workspace
● Represents a direct relationship to
what’s being celebrated (e.g.
innovation awards at a high-tech
theatre)
How do you choose a “purposeful” destination?

41. ● Known for decisions that have
shaped major outcomes
● Represents innovation or progress
From forward thinkers
● Is the home of a major intellectual
hub for the industry-at-hand
● A city with an attitude/confidence
● Remote and distraction-free
● Inspires focus on the task at hand
and minimizes distraction
● Has spaces that can create intimate
and inclusive environments
LOCATION VENUE
Decide
How do you choose a “purposeful” destination?

42. ● Provides flexibility of setup to
create a unique educational
experience
● Provides breakout rooms for
further discussion
● Has enough space for mental
breaks
● Allows easy access to
industry-specific speakers and
knowledge (“knowledge hub”)
● Is at the forefront of the industry or
topic at hand
● Has a legacy of educational
excellence
LOCATION VENUE
Educate
How do you choose a “purposeful” destination?

43. ● Will likely be a small space but
shouldn’t feel stifling
● Is innovative enough to inspire
ideation
● Is unique enough to encourage
out-of-the-box thinking
● Is at the forefront of the industry or
topic at hand
● Shows beginnings of major
innovation but still early
● Is emblematic of new beginnings
and ways of thinking
● Connects to what you’re trying to
create
LOCATION VENUE
Ideate
How do you choose a “purposeful” destination?

44. ● Includes plenty of common space
for co-mingling and collision
● Is a conversation-starter
● Allows opportunity to personalize
elements/spaces where similar
personas can connect based on
preference
● Is appealing enough to promote
travel to the city
● Includes opportunity for a variety of
authentic experiences that can be
enjoyed in groups
● Encourages people to stay out of
their rooms where they will be
isolated
LOCATION VENUE
Network
How do you choose a “purposeful” destination?

45. ● Feels closed off from distraction or
judgement
● Inspires focus on the task at hand
and minimizes distraction
● Lots of natural light; colorful
interiors; modern
● Adaptable to the desired workshop
● Ties back to the organization or
purpose at hand
● Gives the working team the
opportunity to bond/relax in off
hours
● Encourages people to stay out of
their rooms where they will be
isolated
LOCATION VENUE
Produce
How do you choose a “purposeful” destination?

46. ● Includes space for exhibition
and/or demonstration
● Large screens + state-of-the-art AV
● Modern or newly renovated
● Promotes sharing on social media
● Draws in/incentivizes sponsors
● Has a media presence that will
extend reach
● Feels as new and exciting as the
product or release that is being
promoted
● Directly benefits from the product
or release
LOCATION VENUE
Promote
How do you choose a “purposeful” destination?

47. Designing the Space with
Purpose in Mind

48. Creating a Purposeful Space
The Old Way:
Classroom
The New Way:
Learning Pods
Ditch traditional seating layouts for objective-based design.

49. Creating a Purposeful Space
Turn expectations upside-down to create new outcomes.
The Old Way:
High Boys (Standing)
The New Way:
Parisian Cafe Style (Sitting)

50. Creating a Purposeful Space
Make one space feel like many.

51. Creating a Purposeful Space
Rethink the idea of a “seat.”
At TEDxSommerville attendees were given large
pillow chairs from Yogibo. The event was held
at an indoor rock climbing facility.

52. Let attendees create their own space.
Pop-up offices let attendees create their own
environment, making for a very
user-driven experience.
Creating a Purposeful Space

53. Map it all out with event technology.
Help vendors and exhibitors visualize the space pre-event.
Share diagrams before the event
so attendees can plan their
experiences.
Collaborative diagramming tools
allow properties and planners
to work through the
layout together.
Creating a Purposeful Space

54. What does the future of
strategic destination
selection look like?

55. What’s in store for strategic destination sourcing?
● Will artificial intelligence magically match planners and properties?
● Will autonomous vehicles unlock far out destinations?
● Will rooms be set automatically?
What do you think?

56. Q&A
socialtables.com
Dan Berger
Founder and GM
Social Tables, a
part of Cvent