Planner One-On-One | Ann Godi

Reflections On The Past 25 Years In The Meetings Industry

Planner One-On-One

Ann Godi, CMP, president of the Atlanta-based meeting planning firm Benchmarc360° and vice chairwoman of finance for Meeting Professionals International shared the following perspectives on the meetings industry with ConventionSouth Editor Kristen McIntosh.

McINTOSH: When did you become a meeting planner?
GODI: My first experiences with event management was as part of the marketing management positions I held for Fortune 500 companies. Live meetings/events were integral to the overall marketing strategy and mix. I managed a team that delivered in all areas of marketing including meetings/events such as trade shows, meetings and incentives.

McINTOSH: 25 years ago, what did being a meeting planner involve? What role did they play in a company, and with what tasks were they charged with?
GODI: I know everyone at ConventionSouth is focused on the 25th anniversary so congratulations! And while I can't comment on quite that long ago, during my days I have seen a lot of growth and elevation of the role of meetings/events. While logistical excellence—what we like to call execution—will always be a key deliverable, there is a lot more of a contribution being made now. Not only that but organizations are understanding and valuing the contribution.

McINTOSH: At what point, did meeting planning reach the "profession" stage?
GODI: No doubt that the industry has evolved and continues to make an important contribution to overall organizational objectives. The positioning of meetings/events as contributing to overall ROI (return on investment) was a major move forward. Delivering on objectives is a broader metric that is very central to the profession.

McINTOSH: As a profession, how has meeting planning evolved over the last 25 years?
GODI: At Benchmarc360°, we manage some significant client programs where the impact to the corporation actually makes a positive impact on the stock value and is measured that way. While not all meetings/events are measurable with these same metrics, the fact that some organizations recognize this shows the evolution in a profound and an impactful way.

McINTOSH: How have CVBs evolved over the last 25 years as they relate to the business of meetings and conventions?
GODI: CVBs are looking at their value propositions and redefining themselves in several key ways. Providing value as destination experts and offering services are two important directions. The most successful ones have a great sense of what image is best to promote their destination and what groups to target.

McINTOSH: How have hotels as meeting sites evolved over the last 25 years?
GODI: As travelers experience more, they demand more experience. They also want more customization in their travel experiences. Hotels have done an amazing job through exciting designs, services and targeted appeals—something for everyone and every group.

McINTOSH: What about the negotiation/booking process?
GODI: The hotel negotiation process has become more professional and sophisticated. It is no longer for the inexperienced or nonprofessional. Buyers know the value of partnering with professional agencies such as Benchmarc360° to be their advocate in the process. Our staff lives this biz 24/7—ok maybe they sleep a bit—but it takes that to keep up with the changes and to provide excellent customer representation in this process.

McINTOSH: How important are meetings to the hotel industry as a whole?
GODI: Meetings are important to the hotel industry as a whole. The challenge for those who don't do this as a major part of their daily job experience is to understand which hotels value which meetings, there is also a need for understanding a very complex yield management system and who is driving these decisions within the hotel. Matching the right meeting to the best venue and it takes a professional.

McINTOSH: How have convention centers evolved over the last 25 years?
GODI: Over the course of my career I have seen some change in the course of convention centers. New designs have ignited interest in them and partnering more with corporate groups that don't necessarily utilize the entire space is perfect for times when major conventions are not keeping a center busy. This op could be expanded with more flexibility in contracting and a better understanding of the corporate market.

McINTOSH: What about the negotiation/booking process?
GODI: The negotiating process does vary center to center. Understanding what is and is not negotiable, where and what leveraging can be effective is important. Contract language can be daunting to the uneducated and is distinctly difference even from hotel contracting.

McINTOSH: How were they different from hotels and convention centers?
GODI: Conference centers have a sweet spot and can provide a great experience for select client meetings. They can offer a completely different experience. Being an effective matchmaker of client to venue is key.

McINTOSH: What technological developments have occurred in the last 25 years that have made a difference in how planners work?
GODI: Our industry has definitely embraced technology in all aspects. Online tools and suites of tools that communicate and track many levels of data are front and center.

McINTOSH: When did planner education really come into play in the industry? What has been the result?
GODI: I've never known planner education not to be a part of the industry. MPI (Meeting Professionals International) has been an important part of my professional life since the beginning. It has been there for me every step of my path. It's a great resource for planners from their beginning days as a student or novice planner all the way through to and including meeting executives who manage large teams and contribute at the highest and most strategic levels in their organizations.

McINTOSH: What are some of the hottest new trends in meeting planning?
GODI: Corporate social responsibility (CSR) and green meetings are a real focus of the meetings/events industry—more significant than a trend as they will survive and become an integral part of the value of meetings for organizations. A change in the way we all conduct biz.

McINTOSH: Where do you see the meetings industry going in the next 25 years?
GODI: It's an exciting time for this industry. As the significant spend of meetings and meetings/events is tracked by organizations, the value of the profession will continue to elevate and become more visible. The direction of more and more strategic meetings management programs embracing strategic sourcing partners will continue as well. The contributions to CSR and being the owner of this in organizations all are exciting directions.

McINTOSH: What are the biggest challenges the industry is facing today?
GODI: At its essence this industry is a service industry and the biggest challenge is to identify effective and experienced partners for buyers. Organizations are playing a form of Russian roulette when they can't identify the right partner. Professional organizations such as MPI and certifications such as CMP and CMM are a great beginning. The challenge is comparable to making a decision of who to entrust your financial planning to—just as important a decision and often with higher levels of spend to manage. As the industry grows, so do the demands for professional requirements. There is work to be done to help buyers have what they need to choose good partners—I know we're up for the challenge.