Closing The Expectations Gap

A manager wants an employee to go to a conference to learn. The employee wants a holiday. A writer goes undercover to find out what will please both – and keep people coming back year after year

by Lisa Ricciotti

I’ve been there, done that – and sometimes came home with a T-shirt. During the corporate chapters of my communications career, before I became bold enough to pursue the “glamorous” life of a starving freelance writer, I attended my share of conferences. Hey, I was happy to! Any excuse to escape the cube farm was welcome, especially if organizers were savvy enough to offer an exotic location. Florida, mid-winter? I’m in!

I fondly recall some favourites. Tourism folks always threw a great party (I mean, conference), capitalizing on scenic settings and wowing with great local food and entertainment: a lobster feast in Halifax, a post-trail riding barbecue round a campfire in Saskatchewan and a glittering cocktail reception in a posh Beverly Hills hotel. (Funny, I don’t recall the seminars at all.) Still, the absolute best was a publishing conference just outside Disneyland, topped off with a weekend in L.A. I do remember those seminars and speakers, in spite of the California distractions, simply because they delivered everything a conference-goer hopes for: inspiration, information and enough new contacts to fill a Rolodex.

Looking back, it’s easy to pick out the truly great conferences; they were so few and far between. For every one that dazzled, dozens disappointed. Who hasn’t endured yet another interminable PowerPoint presentation, painfully aware of time wasted while work’s piling up back at the office?

Opportunities to experience conferences aren’t as frequent now. Budget restraint rules; every expense is scrutinized. There’s got to be steak with the sizzle. So for those suddenly given the extra duties of putting together a conference, how do you ensure it lives up to expectations?

My mission: To sleuth out the secrets of a planning a biz event that makes everyone happy.

DAY ONE
I freely admit: I’m intimidated. I’m “crashing” an international conference of scientific, environmental and industry experts from as far afield as Australia, Denmark and South Africa. They’ve come together to discuss the latest research in oilsands extraction. (Full disclosure here: I didn’t take high-school chemistry.) Choosing safety in numbers, I arrive mid-morning, hoping to blend in while my confidence builds.

I slip into one of the few empty seats in a large ballroom. I barely have time to greet those on either side of me when the first speaker begins. Oh, no. I eye two large screens at the front of the room: here comes the PowerPoint presentation!

That’s exactly what’s next, but I change my mind about the medium. The topic is highly technical, and without visual aids, the speaker’s message would be incomprehensible. People listen closely, sometimes referring to a very fat book containing all of the papers to be presented at conference. Kudos to the organizers for that; participants can concentrate on the speaker without taking extensive notes and benefit from a take-home reference.

The presenter has worked hard preparing his data and although I’m unable to appreciate it, others do. While he discusses particle size distribution and rheology measurements, I observe my surroundings and pretend to take notes.

The organizers have considered the needs of their audience: the room is expansive, easily accommodating about 250, set up classroom-style, an arrangement of chairs in rows with tables in front, perfect for this scholarly, note-taking crowd. Tables have pitchers of water and candy dishes, also a nice touch. Another smart idea: house lights are left half up, deterring the temptation to snooze. Just when I’m starting to fight head nods during the next speaker’s discussion of segregation boundary tests and morphological characteristics, sweet relief arrives.

Give Me a Break!
Coffee break! I head for a much-needed jolt of caffeine, noting others aren’t in as much of a rush. They linger to mix and talk, proof positive they’re finding the information stimulating. I chat with a young woman who’s daring to let a bit of belly show under her lace-edged top, even among all these scientists and engineers, and discover she enjoyed the previous evening’s icebreaker. “Lots of good finger food and wine,” she summarizes. “And I met the people I wanted to.” I can’t help but wonder what she wore to that event….
–

Learn how to organize conferences from Mayfield Inn & Suites’ event planners Caroline Thompson and Karen Chain in this web exclusive tip sheet, 10 Tips for Organizing Conferences.

Current Issue