The Definitive Congress Centre Professional Development Program

AIPC Academy 2008 Presentations

After a highly successful launch program in Brussels last year, the AIPC Academy is moving into its second year as a program that will set the standard for congress centre professional development. Based on extensive planning, member surveys and comparative industry research, and incorporating the input received through last year’s program, the Academy is an effective means for members to upgrade their staff’s industry knowledge by transferring the experience and expertise of industry leaders.

Academy objectives:
The Academy is a survey course intended primarily to accomplish two things:

1. Provide a broad overview of the Meetings Industry and the management , operation and marketing of congress centres for staff who are new to the industry
2. Provide a skills and knowledge upgrade for staff who are moving from a specific operational area into a broader management role

Who should attend?
The content of the program is designed to focus on topics that are unique to the management of congress centres rather than on general management skills that are already widely available through existing local management training programs. Staff who will benefit the most from this program are those who have been identified as having potential to take on a wider management role within a centre and need to expand their industry knowledge so that they have a broader understanding of all aspects of both congress centre management and the industry in which centres operate.

Course format:
In order to be as accommodating as possible of different levels of student knowledge and experience, the program will be a combination of presentations and practical workshops.
Each topic area will be addressed by both written and lecture materials, followed by participant exercises in which students will be required to demonstrate their understanding of the topic by creating practical applications of the subject content (i.e., design marketing, operational or security plans given hypothetical situations).

Course content:

Unit 1: Industry structure and dynamics

This topic provides a broad overview of the structure and nature of the industry; the other sectors that interact with congress centres; the organizations that represent various aspects of the industry; typical ownership / operation / funding models; performance measurement and benchmarking approaches; historical data re: industry development and the current status of the industry including overall statistics and industry norms

Unit 2: Building Systems and Operations

This topic addresses the “back of house” functions of a convention centre, including the considerations that have to be given to such areas as building systems, maintenance, housekeeping, setup management, supplier management, F&B, energy and environmental management, safety and security. It speaks to the questions of how facilities and staffing plans interact, the types of expertise required to manage various aspects of centre operation and emerging operational issues including technology and environmental management.

Unit 3: Financial Management and Industry Economics

This topic focuses on the unique economics and financial management requirements of convention centres. It addresses such areas as the socio - economic drivers and the economic spin off of the convention centre industry, alternative funding models and income generators for Convention Centres, price setting and yield management techniques. Participants will be able to understand and prepare an annual operational and a capital investment budget for a Convention Centre, as well as to read and understand a basic Convention Centre income statement and balance sheet.

Unit 4: Event management and client servicing

This topic addresses the interactions between clients and the centre, including event development and coordination; interfacing with the clients, designing for good client relations and measuring customer satisfaction. It also includes the selection and utilization of proprietary event management systems and software, and the integration of systems so that they communicate effectively over a range of applications. Included will be discussions of staff vs. outsourced functions and the management issues associated with each.

Unit 5: Sales and marketing strategies

This topic deals with the overall parameters of the sales and marketing process in a specifically congress centre context, and include market structure and components, alternative marketing methods, key marketing vehicles, database development, bid development, strategic sales techniques and sales performance measurement. It also addresses evolving market conditions and how these are impacting the sales and marketing environment, as well as the impact of new trends such as the increasing importance of the Internet, the role of incentives and discounts and interactions with other industry partners such as hotels and CVB’s.

Unit 6: Managing human resources

This unit identifies the various sets of human resources and skills required to manage and operate a convention centre and addresses key HR topics including: the skill sets that are required, recruiting and motivating, leadership building, contracting vs. staffing, training and professional development and assessing performance. It also addresses emerging trends such as a challenging labour market, recruitment / retention strategies and incentives and promotes discussion of solutions for these.

Unit 7: Community and shareholder relations

This topic deals with how a congress centre interacts with the local community, including residents, owners of the facility and local industry. In addition, it looks at the critical areas of community and government relations, policies in key areas such as environment, community support and the measurement and reporting of economic and non-economic benefits. The basics of community relations strategies, media management and interview techniques, crisis management and sources of communications resource materials are also addressed.

Evening sessions:

In order to optimize the available time for learning and exchange, a series of evening sessions will be held as part of each program. These will be presentations by other industry leaders on topics of special interest, and will vary depending on current issues and urgencies. The evening topics at this session of the Academy will be:

• Safety and Security
• Sustainability: “Green” design, practices and marketing
• The Client Perspective: Customer issues and expectations in today’s market

Faculty:

Academy logistics:
The AIPC Academy will be offered at Dolce La Hulpe Brussels; a purpose built corporate training centre located 15 miles Southeast of Brussels that has recently been converted into a hotel and conference complex. This location offers all the required facilities along with an attractive learning environment for students.

Students will be accommodated on site in the accommodation of Dolce La Hulpe.

The 2008 course will take place from Sunday, February 3 until Friday, February 8. The fee for the program will be € 2.495 for the five day program (early registration up to November 30, 2007) and € 2.695 for registration on/after December 1, 2007 onwards.

Fees include

• Course attendance and materials
• Full board and lodging at the Dolce La Hulpe from February 3 before dinner through February 8, breakfast included. No extra costs will be charged during your stay at Dolce La Hulpe except for expenses of a purely private nature such as telephone calls, laundry, extra drinks, etc.
• One off-site dinner in Brussels (transport by taxi not included)
• A certificate of attendance.

Social activities:
There will be a welcome reception the first evening and an evening out in Brussels Old Town. Evening presentations will be presented in more of a social atmosphere with dinner discussions in a private dining area.

The course will start on Sunday, February 3 at 17.00 hrs and end on Friday, February 8 after breakfast.

Registration: contact Marianne.de.raay@aipc.org