It's been a remarkable ride for the cities of Whistler/ Vancouver and for the Province of British Columbia. On July 2nd, 2003 all the hard work paid off as the International Olympic Committee selected Vancouver as the Host City of the XXI Olympic Winter Games at its 115th session in Prague, Czech Republic. In just over 6 years from now, athletes and spectators from around the world will gather in Vancouver and the alpine resort of Whistler to celebrate the Olympic and Paralympic Winter Games.

"We wholeheartedly thank the members of the International Olympic Committee for their confidence in Canada's 2010 Winter Games Bid," said Jack Poole, chairman and chief executive officer of the Vancouver 2010 Bid Corporation. "We accept this tremendous honor to serve as the world's stage of sport, peace and friendship."

"Vancouver 2010 extends its sincerest appreciation to Government, Canadian Olympic Committee and First Nations partners, corporate supporters and volunteers who all contributed to today's gold medal victory in Prague," added Poole. "With their continued support, expertise and enthusiasm, our Sea to Sky Games will be great for sport, athletes, spectators and for the Olympic Movement."

It's been a long road to get to this point. The people of Vancouver were waffling for a while on whether this was a good thing for the west coast city, which not too many years ago was a sleepy port town filled with an eclectic mix of laid back folk. It's only been since Expo 86' when the city began to grow at an accelerated pace to become what it is today; one of the worlds most sought after convention destinations.

But while some citizens and environmental groups lobbied for the demise of the dream, those in the event, meeting and tourism industry said their prayers every night because, for them, this meant the start of the 7 year wave building up to the world's biggest event. Having the Games in Vancouver is going to mean huge things for the suppliers in this region. Looking back to what it did for Calgary's suppliers, there were literally hundreds of companies formed out of the Olympics. If the changes we saw after Expo 86 are any indication of what's ahead, Vancouver better get ready.

"The 2010 Games will provide enormous benefits for our entire province, and I want to thank all British Columbians who contributed to making our bid a winner," BC Premier Gordon Campbell said. "The Games will bring out the best in B.C. They will focus us all on something that will benefit our children and our province."

For event planners and suppliers in BC and around the country, the concept is almost a bit overwhelming. Where does one begin? When do the RFP's go out? How does one find out about all the events and sub events, sponsors and their needs? Frankly, it's exciting and it's a bit daunting at the same time.

One of the most important things to do first is to get as familiar as you can with what actually happens during the Olympics. Go online and do some research. Find out about the events including the sponsors' events. Often times when you do a google search, old archived information from years ago is still available for review. You will be absolutely amazed at what you can find. You will have to do some digging and take some notes but you should be able to get a good overview of the scope of the events that usually take place in and around the games. Make a list of the major corporations and government bodies as well as the obvious ones because they are likely to be hosting large events. Companies like Telus and Molson. Lastly, stay in touch. Set yourself a timeline for when to check back on sites and with when to start getting serious.

One of the most important things to remember is to not just look at these Games and just see $ signs. This experience is one that will change Vancouver, it's people and their communities forever. It's creating legacies and it's making history that will serve to inspire for many years to come. The Olympics are about spirit and determination, pride and the pursuit of excellence. They are about dreams. Yes, there is no doubt about it. This win for Vancouver means a big win for its event suppliers and also for its citizens but the events will come and go and what will be left is a wonderful, magical memory of how Vancouver welcomed the world. No matter how you are involved, whether you are a planner who snags 33 events, a tenting supplier who is sold out years before the event or you're feeding a sponsor's guests with your catering company, make sure you set aside some time to give of yourself and make your mark on this historical footprint.

The 2010 Sea to Sky Games - Quick Facts:

Dates:
Olympic Winter Games:
February 12 - 28, 2010
Paralympic Winter Games:
March 12 - 21, 2010

Numbers:
Number of athletes and officials expected: 5,000
Number of Games events tickets available: 1.8 million

Sports:
Vancouver -
Freestyle, Snowboarding and all the ice sports including Hockey, Figure Skating, Curling, Speed Skating, Short Track Speed Skating

Whistler -
Alpine Skiing, Nordic Sports (Cross Country Skiing, Ski Jumping and Biathlon), Sliding Sports (Bobsleigh, Luge and Skeleton) and Paralympic Sports

SO WHAT'S NEXT? - A TIME LINE
The first thing to realize is that it's not just the actual Games themselves that will require a multitude of suppliers. Hundreds of spin off events will surround the Olympics in the years leading up to the games. From team receptions for each country to media events, sponsors events and areas, fund raisers and, of course, cultural events. Just think of the pre and post tours, catering, accommodation, transportation, signs, banners, flags, pins,…. it's endless.

The first thing to do is to bookmark this website - www.winter2010.com . This is where you will eventually find the Vancouver 2010 Bid Book and which will have all of the information on what, when, where and how goods and services will be sourced and suppliers will be selected.

In the Fall of 2003 - A new Board of Directors, expected to be formed by November or December will be established for the Vancouver 2010 OCOG. They will run the 2010 Olympic and Paralympic Winter Games.

Individuals hoping to obtain employment with a Vancouver OCOG should wait until an OCOG is formed in late fall, 2003. Until an OCOG is formed and operational in early 2004, it will not be in a position to accept resumes. Once the OCOG is operational, it will develop the human resource management capabilities to proactively communicate its hiring needs through its website and other means. It should be kept in mind that the OCOG will start small and will not start hiring in significant numbers until 2006. Early 2004 they begin developing plans for venue construction, consultation with existing venue owners and the development of marketing and sponsorship programs with the Canadian Olympic Committee.

In 2005 the Olympic venue construction is set to begin. It is estimated that this will continue until 2007-2009.

2006 begins the Vancouver 2010 Cultural Olympiad. This runs until the closing ceremonies when it is turned over to the next host city.

In 2008 and 2009, Vancouver and Whistler will begin to host national and international sporting events in every Olympic and Paralympic sport, in order to test Vancouver's organizational, operational and volunteer skills. These alone will account for hundreds of spin-off events.

Starting in 2008 - 2009 the Call for Volunteers and volunteer training will get underway. Tickets become available in 2009 and The Olympic Flame, originating in Olympia, Greece starts its 114-day journey to Vancouver. On January 15, 2010 the Olympic Arts Festival begins and on February 12, eight years of hard work triumphs to success and the Olympic Winter Games are held in Vancouver and Whistler. On March 12-21 - the Paralympic Winter Games in Whistler take place.

HOW DO YOU SUBMIT PROPOSALS?
The Province of BC has compiled some information to assist businesses in taking advantage of the opportunities arising from the Games. This can be accessed online using the weblink:

You might recall participating in a scavenger hunt at some time in your life. Maybe it was a car rally in high school or an activity at a resort. Scavenger hunts have come a long way since then and have become a popular activity for corporate groups.

There are many reasons for the increased interest in scavenger hunts for corporate meetings and incentive groups. A scavenger hunt is a fun, active, safe and economical social activity that everyone can enjoy; it is an excellent way for participants to get to know each other as they combine their efforts toward a common goal; and participants see more of the location in which the hunt takes place. Another reason for running a hunt is that the group’s business skills are challenged. Consider the benefits of an activity that requires teams to prioritize, solve problems, be creative and learn about the diverse skills and knowledge that each team member contributes.

But let’s backtrack a bit. What do we mean by a scavenger hunt? A scavenger hunt in its simplest form requires teams to collect information and objects within a set of geographical boundaries. Clues are in random order, requiring teams to determine their most productive route. This format means that teams set out in different directions and are less likely to follow one another. Since teams tend to spread out, a scavenger hunt is a perfect social activity for very large groups.

Most meeting planners prefer to use an experienced supplier to provide a well-run scavenger hunt. From a logistical standpoint, scavenger hunts are challenging to organize on one’s own because of the sheer number of details involved. Designing clues in a way that keeps your group interested takes a lot of effort. You also need a number of staff to score the results of the hunt. Choose the time and location, then find an supplier that can help. Then turn your participants loose and they will return several hours later with big smiles on their faces.

Scavenger hunts are a good choice for groups under pressure to save both time and money. For groups short on time, a hunt can be as brief as one hour, although 2-5 hours is recommended. For groups running on a tight budget, a hunt is more economical than many other traditional activities such as golf, professional sports matches or even going out for dinner.

Hunts can have a variety of optional features. Consider having the scavenger hunt be a learning experience for participants. Some suppliers offer debriefings following their hunt. A debriefing is a discussion based on the skills and behaviours used to accomplish the various tasks throughout the hunt and how these skills are relevant in a day-to-day business setting.

Another interesting possibility is having teams take pictures of themselves in various locations. Lasting memories and keepsakes are created, as the pictures are made available to the participants afterwards. When you are choosing a supplier, look for other features that may appeal to your group.

Scavenger hunts can be appropriate in many situations, including:

• A corporate group looking for an active, social team building activity.
• A spousal / family program.
• An alternative or complement to a corporate picnic, employee day or company day.
• A seasonal activity such as an Easter or Christmas themed hunt.

So, you’ve decided that a scavenger hunt is a perfect activity for your next meeting, conference or offsite. What are the next steps? You need to find a supplier and the Internet is a great place to look. Try typing “scavenger hunt” and your desired location into one of the major search engines.

Good luck and happy hunting!

Earlier this spring, Toronto, along with many other places in the world, was struck by one of the worst health crises in a long, long time. Unfortunately and tragically for Torontonians, they were hit extremely hard by this crisis and the outcome of the SARS outbreak was an economic disaster unlike any other seen in many years.

Over all, the numbers presented by a recent KPMG study show the catastrophe cost the city approximately $190 million in revenue between March and the end of May. And it wasn’t just Toronto that felt the SARS impact. Montreal lost 17.1 Million, Ottawa 7.1 million, Calgary 6.2 million, Vancouver 39.4 million. “The impact is profound,” says Lyle Hall, Managing Director of KPMG’s Hospitality, Leisure & Tourism practice. “We have never seen revenue losses of this magnitude and across all sectors, not only accommodation, but also restaurants, attractions, transportation companies and tour operators.

According to Hall “. “What we need in Toronto are sustained, ongoing tourism products such as live theatre, festivals and events and cooperative marketing, not reliance on single quick fix solutions.” “The need has never been greater for Tourism Toronto to lead and work in concert with the municipal, provincial and federal government to design a single, cohesive recovery strategy for Toronto’s struggling tourism industry.”

So the question begs, is Toronto getting what it needs from the government, its supporters and their tourism bureau? The answers are not yet in but Tourism Toronto is working hard to do everything it can to rebuild the devastated travel and convention business. As the city rallies to recover what’s left of its summer tourism season, things are starting to look up and hopes for restoration and revitalization are slowly climbing.

Bruce Macmillan, President of Tourism Toronto says, “of the 15 largest conferences scheduled for 2003, only 7 have cancelled and of those one has already rebooked for 2004”. Those numbers may seem daunting but considering the massive media coverage and the WHO warnings, the fall out could have been much much worse.

Tourism Toronto’s stand on the way the media handled the situation is that they were very fair in reporting the facts and that the Toronto Public Health officials handled the situation remarkably well with informative daily press conferences held so that national and international media could receive the correct and current information. But in our industry, regardless of how the media handled it, it was still painful to watch the new reports unfold everyday. As hundreds of planners and suppliers sat on the edge of their seats waiting each day as new cancellations would appear in our emails or the dreaded calls came in, it was pretty hard to keep an open mind.

Many of those in the industry, and other industries for that matter, felt it was not handled well at all, that the media had no other major story during this time and that there was gross overreaction to the WHO advisory to restrict travel to Toronto. Locals banded together in Toronto and we heard about a small contingent claiming a SMORS outbreak (Severe Media Over Reaction Syndrome). Why the SMORS claim? Because basically, during this crisis, as the rest of the world saw images of barren streets and empty restaurants, Torontonians carried on. They went to work, they went out, they had parties, they got married, they gave birth, they had bar mitzvahs and they even had conventions. In fact our own CSEME (the Canadian event & meeting industry’s annual convention) and the prestigious Canadian Event Industry Awards Gala took place in Toronto during the height of the scare, with good success. There was no way to cancel this event. CSEME went off great with local, regional and international attendees. Yes, there were some cancellations but nothing like the media made it out to be.

Macmillan agrees that Torontonians lives went on as usual. “Throughout this situation with extensive media coverage, Torontonians showed great community spirit and got out and took advantage of the great packages that were offered. They came downtown and went out for dinner, went to the baseball game, spent a night in a hotel, went to the theatre. Life for Torontonians didn't change much; we all still went about our business and went to work as usual.”

Regardless of how it was handled, today Torontonians are putting their businesses back together and Tourism Toronto is doing a tremendous job at helping to rebuild the tattered market.

The Toronto Tourism Industry Community Coalition has now been formed. It is chaired by Tourism Toronto, and is comprised of senior leaders from industry, labour and the business community through: the Greater Toronto Hotel Association, Ontario Restaurant Hotel and Motel Association, Local 75 of the Hotel Employees, Restaurant Employees International Union, MTCC, Toronto Board of Trade, City of Toronto, Govt of Ontario - Ministry of Recreation and Tourism and the Ontario Tourism Marketing Partnership, Air Canada, Canadian Tourism Commission and Summer 03 Alliance.

This Coalition is spearheading the Recovery Plan which consists of a broad-based marketing and sales campaign supported and driven by all tourism and economic development stakeholders, designed to market Toronto locally, nationally and internationally and invite the world to Toronto - NOW...and over an initial period of 24 months.

The plans are in already in effect. In May, Tourism Toronto participated in the recent Ontario Tourism Marketing Partnership (OTMP) mission to Japan. Presentations and events affirming Toronto's position as a safe and exciting destination for Japanese visitors were delivered to over 135 Japanese travel executives and front-line staff.

On June 11, Bruce Macmillan and a member delegation led by Industry Minister Allan Rock delivered Toronto's bid presentation for American Society of Association Executives (ASAE) 2005 Annual Meeting and Exposition. This is the largest influential group of association convention decision-makers in the US.

On June 12, Tourism Toronto, along with 10 member organizations attended "Spring Time In The Park" in Washington, D. C. "Spring Time" is one of the largest regional American tradeshows for the association market.

On June 19-21, 2003 Tourism Toronto, its members and the Toronto Tourism Industry Community Coalition (TTICC) played host to over 100 VIPs from the Meeting and Convention sector as well as US and International Media to show first-hand that Toronto remains one of the top meeting and event destinations in the world.

Just recently, Toronto confirmed that 4,500 delegates representing The Inter-national Association for Dental Research will arrive in 2008 and The American Bar Association has confirmed that they will hold their 2011 convention in Toronto in August with approximately 20,000 delegates

Meeting planners looking for a safe, interesting, vibrant destination for their conventions, need look no further than Toronto. It is now and always has been a fabulous city with a huge infrastructure to support large conventions, and right now, the cost savings are tremendous. Planners, hoteliers, tourism offices, suppliers and down the line want your business and they are willing to work hard to get it. If you don’t have Toronto on your list of possible destinations for your next International or regional event, put them on and then investigate for yourself the amazing, cost effective, and successful program you can hold in this wonderful city.

Toronto forms new Events Council
The Toronto Events Council is a collection of leaders of Toronto-based associations representing the meeting and event industry, working together with Tourism Toronto. The TEC was formed to communicate and share best practices for the betterment of the industry.

On Saturday, April 26, 2003, the Presidents of eight Toronto-based associations got together for the first time. The meeting was put together in 48 hours by Kristin Harrison and Don Saytar of Cornerstone Entertainment in order to address the SARS crisis and WHO travel advisory on the City of Toronto. The Saturday morning discussion was a great success! It spurred on another meeting a few weeks later. From that they came up with a Mission Statement and a promise of on-going meetings throughout the year for the association presidents to gather and discuss like issues and concerns.

The association members are ISES (International Special Events Society) Toronto Chapter, MPI (Meeting Professionals International) Toronto Chapter, PCMA (Professional Convention Management Association), IMPAC (Independent Meeting Planners Association of Canada), NACE (National Association of Catering Executives), SITE (Society of Incentive Travel Executives), CAEM (Canadian Association of Exposition Managers), HSMAI (Hospitality Sales and Marketing Association International), and CHMSE (Canadian Hotel Marketing and Sales Executives) and Sherrif Karamat, Tourism Toronto.

Kudos to Don Saytar and Kristin Harrison who were instrumental in spearheading the process, which was hosted by Sheraton Centre Hotel in Toronto. Rob Gray will act as Interim Chair of the Council.

What do you do when 3000 people are coming for dinner to one of the biggest events of the year? If you ask Sebastien Centner, Director of Toronto-based Eatertainment Special Events & Catering, he’ll tell you quite simply to ensure you have all your ducks in order long before the invitations are sent out.

Centner, who was appointed Dining Room Chairperson for this year’s Fashion Cares 2003, began planning the dinner-portion of the event nearly five months before a single shrimp cocktail was ever put on ice.

Sponsored by MAC Cosmetics, The Bay and BMO Financial Group, Fashion Cares 2003 took place at the massive Metro Toronto Convention Centre on May 31. Fashion Cares is in its 17th year of raising funds for the AIDS Committee of Toronto (ACT).

“When planners take on the responsibility of creating an event of this caliber, they tend to underestimate the need for building a team of professionals who can not only execute at the event, but can assist in making the event happen,” Centner states.

In fact, Centner put a committee of professionals together that included chefs, party rental pros, disc jockeys, image consultants, catering professionals and even a publicist. Since the event is not-for-profit, each committee member was assigned a list of local caterers and restaurants to solicit for donations including canapés, liquor, beer, ice, champagne, chair covers, ice sculptures and video projection imagery.

“We all worked for several months prior to the event to create much more than a dinner. We worked to create a time and place that reflected the1950s Vegas-style theme both in food and decor,” he said.

The results: 3000 meals were served; 12,000 shrimp were iced; 15,000 cookies were eaten; 25,000 canapés were circulated; 40,000 ounces of liquor were poured; 30,000 yards of fabric draped the tables and chairs; 2800 bottles of wine were consumed and over 600 hours of work went into organizing the dinner.

When asked whether he will do it again next year, Centner replied, “It would be our pleasure”.

Seth Feller is president of Word Of Mouth PR, a Toronto-based public relations agency specializing in the entertainment, restaurant, hospitality and consumer product industries.

entertainment
The CSEME was packed with all kinds of exciting and dynamic entertainment previews by some of Canada's hottest corporate acts. From aerial ballet to circus acrobatics, jugglers, caricaturists, henna tattoos, musicians, living art, comedians and more. Walking the aisles of CSEME was definitely a feast for the senses.

the tri theme luncheon
Adventures in décor should have been the title of this luncheon which ran in all 3 cities. It was absolutely hilarious to see the faces of the serious planners as they entered the luncheon space to find barren tables scattered about in no order, bare chairs, and a mess of a room. Little did they know… they would be rebuilding it themselves, and build they did. Once the secret was revealed, off they went, divided into teams to create their masterpieces. They built, matched, mixed, covered, painted, glued, nailed, hung and wrapped their way to stunning displays. Along the way they learned about creativity and inspiration, techniques and tricks of the trade, but most importantly they learned to keep an open mind and find their inner designer. Winning teams will be featured in the Giant Themes Issue this fall.

education
This year’s line up of education was superb! David Irvine talked about accountability while Steve Donahue enchanted audiences with his tales of risk and reward. Frances McGuckin got everyone organized and Helen Wilkie revved everyone up to Go Do It! Breakout sessions were lively and sometimes over the top, with topics ranging from wild and wacky décor ideas and creative visual displays to more serious lessons in risk management, volunteer training, meeting marketing and event planning 101. The two dynamos from e=mc2 blew everyone away at CSEME Calgary with their multimedia feast for the senses as they explored Events in the 21st Century.

the networking
It’s all about see and be seen at CSEME and that they did. Across Canada a total of 290 exhibitors and 3100 buyers mixed it up. Project Managers and meeting planners, fund raisers and sporting event producers, corporate communications, human resources pros, executive secretaries, event planners, marketing coordinators and promotions managers… and the list goes on. These are the kinds of professionals CSEME attracted. Exhibitors and delegates came from a mass of different industry sectors and they all came with one thing in common - to meet each other. Mission accomplished! Networking at CSEME, there is simply no better way to see and be seen.

the trade shows
Excellent response from exhibitors at this year’s shows were echoed thoughout the halls. The buzz was all about attendance and quality. Vancouver had its best year yet. The show was packed as serious buyers roamed the entertainment filled aisles. Calgary, smaller in size than years previous, was also great for exhibitors. The smaller space allowed for a tight, action packed feel and the result was a tremendous energy. Great feedback from Calgary.

Toronto, smack dab in the middle of the SARS scare, made its way through the media frenzy. Exhibitors and delegates repeatedly requested that the show NOT be cancelled and that their businesses needed it then more than ever. The show went on and, despite the situation, was very well attended. Exhibitors were happy with the attendees and the show was a success. Tough year for Toronto but a solid thumbs up from exhibitors means a better event next year.

Thank You to Our Sponsors:
GEFFMAN PRODUCTIONS
CORPAV PRESENTATION GROUP
DÉCOR AND MORE
ECLECTIC EVENTS INTERNATIONAL
LASER QUANTUM
ADDRENALINE MEDIA
KOOL HAUS
EATERTAINMENT
THE IDEA SHOP
ICE MAGIC
CONCEPT FIATLUX
ENVISION DIGITAL PHOTOGRAPHY
HERNDER ESTATE WINES
HIPPOCAMPUS GALLERY
DESIGNS BY SEAN
DESIGNING TRENDZ
HAMILTON’S THEATRICAL SUPPLY
EXCLUSIVE AFFAIR RENTALS
HOSTESSES 2 NV
MICKI’S FINE LINENS
CHAIR DECOR
IMAGE AND MORE

With gifts by:
MAGIC LIGHT
STARDUST EVENTS
CHOCOLIX

Association Support Provided by:
THE TORONTO AND PNW CHAPTERS OF THE INTERNATIONAL SPECIAL EVENT SOCIETY
INDEPENDENT MEETING PLANNERS ASSOCIATION OF CANADA
THE CANADIAN SPECIAL EVENT SOCIETY

The concept and experience of accountability needs rejuvenation. We hear that organizations need to be more accountable, young people need to be more accountable, leaders need to be more accountable, and employees need to be more accountable. Yet unless we clarify “accountable to whom,” “for what specific results,” and “for what matters most,” accountability remains illusive rhetoric at best, and a hammer that punishes people at worst. Accountability is ultimately about trust and ownership. It is a promise and an obligation, both to yourself and to the people around you, to deliver specific, defined results in a way that supports the integrity of the individual. Accountability is about creating an organization where you shift from fear, over-control and dependency to a place of ownership, deep commitment, respect and where you can live your highest aspirations. Accountability is about managing the expectations in relationships, but it is also a philosophy for living.

There are four critical pieces to the Accountability puzzle:

It’s summer and it’s hot! Right now people in BC are not sweltering from the weather - they have Olympic fever! Have you read the papers lately? Vancouver won the 2010 Olympic Games. You would have had to have been hiding in a temple somewhere on top of a mountain in Nepal not to know already, but just in case you didn’t, it’s true. This is the biggest event our province has ever seen and the most outstanding opportunity for our industry in Canada. Beyond the obvious economic spin offs for the region, these games will do amazing things for our industry. For some, this will represent the gig of a lifetime and for those successful in getting their piece of the pie, it could mean years of business.

On the other side of the country in Toronto, things are not as rosy. As SARS starts to take a back seat in the news and the rubble of this viral hailstorm gets cleared away, Toronto’s event community turns its glance toward the future and the road ahead to rebuilding its event and convention business. With millions lost on cancelled events and conventions, some as far as next year and beyond, it’s going to be awhile until things return to normal, which they will eventually. In the meantime, CEP is doing its part to support those in Toronto by publishing this special feature on Toronto and its initiatives to revitalize its economy. Much of the copy in this issue is about Toronto businesses, people and events. We are also printing additional copies and mailing them internationally to major corporate meeting planners who I am sure will read our story on Toronto with interest. It may not be a million dollar marketing campaign but it’s our way of lending a hand and playing our small part to assist the city’s event and meeting suppliers.

Beyond the Olympic news and Toronto’s revitalization, summer means there are lots of events going on. Tons of corporate picnics and weddings, festivals, concerts, corporate team building events, tours, dinner cruises, fireworks, golf tourneys and the list goes on. This is the time of year that keeps a lot of our industry suppliers hopping. Summer around the CEP office always reminds me that there is so much more business out there for event planners beyond banquets and gala dinners. We get so caught up in who has what gala or convention that sometimes it is easy to forget about the plethora of other events going on. These days, especially in regions hard hit by the decline in corporate business, such as Toronto, it’s ever so important for companies to be able to identify and go after the other kinds of event business that’s just waiting to be scooped up. Like the old adage says, never keep all your eggs in one basket. This industry is so multi faceted that there is no reason for an event company, or a supplier for that matter, to be solely focused on one sector. In times like these, it just doesn’t make sense. Take the advice of your stockbroker and diversify, diversify and diversify again.

This issue is a light, easy read focusing on interesting people, how to’s and summer events. It also marks the first for three new columns. “Conference Trend Watch” is where we will write about the latest conference planning tools; “How Tos” - a pull out, step by step guide on how to do just about anything from golf tournaments to silent auctions, fashion to trade shows - is designed to offer practical knowledge you can use to make your events a success. Finally, the column “Eventually” is written by Kyle Hosik. Kyle is our new Toronto reporter and his plans are to cover local events which showcase experiential marketing in action, allowing our readers a glimpse into the ways that corporations are using events to complement and enhance their branding and corporate marketing goals.

Speaking of Kyle, I would like to welcome Kyle Werier to Stark Communications. Kyle just joined us as our new National Sales Manager and we are looking forward to great things from him. With many years in corporate sales, a keen sense of our philosophy and a strong commitment to the industry, we know he will make an excellent addition to our team.

I hope that you have a great, successful summer, both personally and professionally, and that you enjoy our summer events issue. See you in the fall.

The monstrous, mobile, forty-four foot arcade first caught my attention during a drive on Toronto’s 401 Highway. Appearing as both a massive billboard for Microsoft’s first electronic gaming console: XBOX, and as some sort of self-contained surveillance uplink, the intrigue of the bus was immediate and I quickly realized the effectiveness of the campaign through my own distinct curiosity.

If the name Microsoft is not already synonymous with innovation and technology, the XBOX One Bus is an example of event marketing and advertising that is truly forward-thinking and unique. With a core audience consisting of 12 - 30 year olds, it is an idea like this that can separate XBOX from its competition and generate buzz within the target market.

Unlike a manufacturer of soap who can send out a free sample in the mail, the XBOX team needed to devise a way to get their relatively high-end product directly into the hands of its audience and allow them the chance to get hooked. So, by creating individual events and taking them to the consumer, simply by parking the bus, the XBOX team has effectively created a marketing experience.

“The idea has been well received across Canada. The excitement seen in consumers and the attention the bus has developed within the media make this a truly effective vehicle for the advancement of XBOX.” Dawn Martynuik, Consumer & Retail Program Manager for XBOX Canada. Dawn added that the effectiveness of the campaign has far exceeded original expectations and retail outlets are actually contacting them to book a visit by this unique attraction.

On board, the bus is comprised of 10 interactive gaming consoles that have seen 500,000 people from across Canada enjoy the XBOX experience. As gamers are consumed by the experience inside, the bus becomes a stage from which prizes and posters are distributed to the crowd awaiting their chance to board. Video screens keep everyone involved in the action and the booming sound system creates a veritable event on wheels. There is no doubt that this bus is an attention “grabber” whether in transit or on location.

The selection of the XBOX crew on the bus is no coincidence either. “The atmosphere owes much to its energy of the right staff.” Martynuik explains.

One can only imagine the intensity required to maintain the attention of hundreds of electro-savvy teens and adults while at the same time make the experience a fun and memorable one.

The keys to the development of the concept were simple. “The design needed to suit the overall brand and it also needed to attract and maintain the attention of the audience.” By re-creating the XBOX itself (the bus is complete with a glowing green jewel and is dominated by the colour black just like the game console) the core audience immediately identify with the vehicle, and the media are offered a story that is different, cutting-edge and certainly intriguing.

This is prime example of a corporation using an event to generate awareness of a brand and product. In true XBOX style this design has “stepped out of the BOX” and into a new realm of advertising and design certainly worthy of a second look.

Kyle has spent six years within the Toronto events industry as a creative writer, and event designer. He is the current Director of Communications for The Toronto Chapter of ISES, and is the editor of The ISES Toronto Publication ISES Inkalings. As Vice President of Addrenaline Media, an Oakville, Ontario-based Design, Web and Communications firm, Kyle is actively involved in corporate branding, multimedia, web design, and event marketing.

But conferences do have trends just like anything else. If the conference is successful, it CAN have a huge impact on the delegates, impact the hosting association or corporation with increased information retention and the creation of action plans that can result in greater revenues or further advancement. But what makes a conference successful can be the difference between energy and … dull. Often, the most important element missing is the common thread that ties it all together, enabling solid retention, profound feeling and meaningful memories for attendees. This missing element is the Master of Conference Ceremonies.

The Master of Conference Ceremonies is a simple solution that can take your convention from great to first rate. The Master of Conference Ceremonies is a professional emcee and entertainer who is there with the guests from registration to opening plenary, to introduce all speakers and special guests throughout the events, to perform all hosting services, provide energy breaks, take part in the teambuilding events, perform as an interactive and performance entertainer within the conference theme and, most importantly, maintain a constant and consistent energy and reinforce the company message throughout the conference.

It doesn’t matter who you are, it’s daunting to walk into a room where you don’t know anyone, or to be seated at a table with 8 people you’ve never seen before. The Master of Conference Ceremonies is not only a host, he is an interactive symbol of good will, making sure everyone is taken care of and every single guest is having the best experience possible. He creates ways for them to interact, he encourages hand shaking and business card exchanges, he meets everyone and mixes with the guests, he has a keen eye for the ones standing alone or in need to rescuing (think… person who corners you and talks for 25 minutes). The Master of Conference Ceremonies is a conference organizer’s best friend and by the end of the program, he will probably have hundreds more best friends. The Master of Conference Ceremonies is like everyone’s favorite camp counselor, except the kids are older and the food is better! Where does one find such an individual that can impact a conference in this way?

Introducing The Event Professional, Mr. Rob Gray, Master of Conference Ceremonies.

Rob Gray has been an entertainer for over 20 years, performing across North America and around the world. He was an “Entertainer of the Year” finalist at the Canadian Event Industry Awards 2002, and was nominated for the same category at the Spotlight Awards in Miami, Florida.

“Our delegates really connected with our MC/Entertainer over the 3 days of our conference! He was a huge component of our show…”

In the past two years, Rob has performed as Emcee for the Canadian Events Industry Awards (2001 & 2003), the Canadian Newspaper Asso-ciation “Extra Awards”, the International Special Events Society Western Region’s “Westie Awards” in Las Vegas, Nevada, and the Big Brothers Association of Greater Los Angeles Awards Dinner, held at the famous Beverly Hills Hotel, in Los Angeles, California. Rob will be featured this summer as Host of the ISES Esprit Awards in Minneapolis, Minnesota. Rob’s client list includes Royal Bank, Glaxo Smith Kline, Price Waterhouse Coopers, Canadian Tire, Hilton Hotels International, Duracell, International Special Events Society, Meeting Professionals International, Casino Rama, the MS Society and the list goes on.

Rob displays a unique talent for creating an atmosphere that fits each audience individually, as if he was part of the planning process from the point of the first thought. He can be called for the job a year out or get the call 3 days out. In either case the result is the same. Pure perfection! Why? Because Rob knows people. He has an uncanny gift of being able to make a room roar with laughter in under 30 seconds and turn the toughest, coldest crowds into a happy energetic group and he makes sure that the job gets done. It’s not all about laughter and comedy; serious information is delivered with exemplary attention to detail, along with his genuine concern for the successful outcome of every event, large or small. Rob provides people with a sense of both excitement for what is to come and assurance that their event will be an unparalleled success.

For the planner, Rob is like having another set of eyes and ears. One person (other than your staff) who can walk through the entire program with you (or any portion you choose) and connect with your delegates, sometimes even getting closer than you will, and he can make a huge difference to the success of your event. Clients love him. Not imposing, Rob’s job as Master of Conference Ceremonies is quite simply to take delegates through the program from start to finish. He is there in the shadows if they need a familiar face, to get them energized before the days events, to make sure they know where they’re going for the day and to ensure they return to the office with exactly what you planned for them…the right message, delivered gracefully…reaching through the laughter to that place where unforgettable memories live.

“The job you did for us last year when we toured Halifax, Vancouver, Red Deer, London, Toronto, and Ottawa was superb. From the first production meeting until the last, your incredible creative energy and enthusiasm made the Spirit of Champions Tour a wonderful success. In addition to being an extremely effective and entertaining Master of Ceremonies, your ability to read the audience and make the appropriate connections with them to enhance the spirit of the events was uncanny.”
Beverley McMillan, Events Manager, Coldwell Banker Canada

II. Tournament Funding and Sponsorships

• Attempt to obtain a premier sponsor for the tournament who will provide a substantial contribution to the tournament (such as underwriting the cost of the tournament).
• Incorporate tournament sponsorships into state-level sponsorship packages. For instance, if you are presenting a $5,000 sponsorship package to a company, also include a “gold” sponsorship and four slots for your tournament into the proposal.
• Provide various levels of sponsorships. Corporate sponsorships for a twosome or a foursome need to be reasonable for the type of course, but don’t sell yourself short. This is where you will make the most profit. Banks, Grocery Chains, area businesses, regular contacts …there are many sponsors out there waiting to be tapped.
• Tee box or green sponsorships are the perfect way to include sponsors that have no interest in golf. For $100-$150, a company or individual can support your tournament without committing to play golf. You will realize a great amount of profit in this area as well, but the trick is to get your committee and officers to go out and solicit these sponsorships.

III. Tournament Expenses

• As already indicated, shop around, start early, and try to secure a reduced rate for a quality course. If you are serving a meal, seek to find a corporate sponsor who will pay for the meal.
• Try to get as many prizes as possible donated. Plaques or trophies are nice to give to the top three teams, and on-course prizes such as par 3 close-ups and long drives add to the tournament. These prizes can be restaurant gift certificates, golf equipment, free greens fees coupons, or other donated merchandise.
• Snacks, drinks, tees, and goodie bags also add to the quality of your tournament. These items can easily be obtained through donations; sometimes all you have to do is ask. Once you have established sponsors or regular sources for donated items, your job next year will be much easier. One word of caution about serving beer - use tickets redeemable for only a certain number of beers (3-4) for liability purposes.
• Brochure printing expenses can be eliminated if you can have this service donated or handled by your department or company.

IV. Tournament Publicity and Advertising

• Issue press releases for your event. Make personal contact with newspaper staff as well as radio and TV contacts to get publicity for your event with the hope of achieving increased participation.
• Place brochures or posters in golf stores, pro shops, and sporting goods stores.
• Don’t forget to heavily advertise within your own organization. Staff will often invite their friends or relatives, people you would never know to ask.
• Mail out letters and entry forms about seven weeks before the tournament. About 2-3 weeks out, begin calling those you haven’t heard from.

V. Tournament Day

• Coordinate all activities and responsibilities with volunteers, committee members, and golf course staff. Have scorecards, cart signs, and the scoreboard completed and ready. The golf course staff will often take care of this for you. Put out all hole sponsor signs.
• Have a tournament check-in table staffed and ready for participants at least 11/2-2 hours prior to the start of the tournament. Have drink carts and drivers ready to go 30 minutes before the scheduled start.
• Recognize sponsors, go over the rules and format, and give general announcements before play begins.
• After play is completed, serve lunch or dinner and then have a short awards program. Recognize your sponsors again. Present a plaque to the golf course and to your premier sponsor, if applicable.
• Save some items for door prizes to give away at the conclusion of the awards ceremony. This will help to keep participants around for the awards and athlete presentation. Otherwise, you will lose a lot of people right after the tournament or the meal.

VI. Other Ideas to Raise Funds

• Sell raffle tickets, tournament golf shirts, etc.
• Auction off donated items-hotel and restaurant certificates, airline tickets, vacation packages, concert tickets, merchandise, etc..
• Sell one mulligan to each player for $5.00-this will bring in a surprising amount of extra cash.
• Have a putting and longest drive contest before the tournament. Charge $5.00 for three drives and another $5.00 to putt a six hole course. Award dining certificates or merchandise to the winners. This could bring in another $500.00.
• A “shootout” can also bring in additional funds. Three shots to a green, closest to the hole wins or draw the prize winner out of the names of the individuals who hit the green.

VII. Tournament Wrap-up

• Send a thank you letter to all sponsors, contributors, and participants.
• Create mailing labels and a database for next year.