#eventprof destination Destinations event success eventmanagement Office

Leveraging Local Intellectual Capital for Memorable Conventions


This can be a case research sponsored by Conferences + Conventions Calgary. Extra details about Occasion Supervisor Weblog’s case research.


Most individuals come to conventions for studying and networking. When both of these is lackluster, you’ll see a drop in attendance. But, sustaining top-notch schooling and progressive discourse might be troublesome. That’s why many savvy convention planners are wanting on the prospects of leveraging native mental capital to create genuinely memorable conventions. Right here’s how one can start doing the identical.


Select Local for Financial savings and Uniqueness

First, why do you have to select to leverage native mental expertise? There are two very compelling causes: value and curiosity. However they aren’t the one ones. Contemplate:

  • keyboard_arrow_right Occasion finances financial savings: native material specialists are in-town, thus no journey bills have to be paid.
  • keyboard_arrow_right Comfort: It’s straightforward to suit into tight VIP schedules as a result of they’re not giving up days of labor as a result of journey. They’re simply making a fast cease. Even the busiest of execs can typically squeeze in an hour to talk to a convention within the city the place they work.
  • keyboard_arrow_right Uniqueness: you might hear a brand new voice because the speaker will not be on the speaker’s circuit. This provides attendees the power to listen to from somebody they may not be accustomed to.
  • keyboard_arrow_right Broad software: The native speaker might share comparable pursuits and pursuits with the viewers however they could be approaching problem-solving in a method overseas to the group. The speaker might clarify what that space of the world is doing and the way your attendees can implement a few of the similar in their very own circles. The training change is immensely beneficial.
  • keyboard_arrow_right Alternatives outdoors of talking: there could also be distinctive networking potential at an organization or group of curiosity. You possibly can invite the speaker’s colleagues to cease by for a session or they could prolong an invite to tour their amenities.


These causes might help rework your conference from typical business assembly to a completely new occasion as a result of it leverages native mental belongings, one thing your viewers might not have skilled earlier than. The potential studying trade is more likely to be an enormous draw for your viewers. The extra distinctive, the extra curiosity they’ll probably present.


6 Elements to Look for in a Vacation spot If You Need to Leverage Intellectual Capital

If you wish to create a singular studying alternative for your convention attendees, right here’s what you ought to be wanting for:

A vacation spot wealthy in curiosity to your attendees.

What subjects are your attendees concerned with? Would recommendation from an progressive healthcare group be of curiosity? How about cutting-edge cybersecurity methods? No matter their mental pursuits, see if the CVB can match you with an area group that’s at present investigating such subjects. The subject needn’t be immediately associated to your attendees so long as it’s one thing of curiosity. For instance, a medical society with a youthful demographic might need to hear from a enterprise capitalist who’s taking groundbreaking medical analysis and creating corporations out of it.

A group that values innovation.

Whereas the seashore is a pleasant draw for some, let’s face it, all of them are likely to mix collectively after some time. Plus, many individuals go to the seashore on their very own holidays. They will do that for themselves. There’s nothing unique about it. However, leveraging the facility of an revolutionary group is rather more memorable for attendees as every group and their research are totally different. Look for an space that values and encourages innovation and also you’ll have a community of execs you possibly can name on.

Examine methods to construct connections outdoors of periods.

Local excursions, behind-the-scenes explanations, in addition to co-networking occasions together with your attendees and an area group with comparable pursuits, can add depth to your programming. They make your agenda distinctive and rather more troublesome for attendees to determine they’ll simply attend subsequent yr’s convention. These sought-after interactions assist your attendees make connections they may not in any other case have the chance for and that helps make your occasion unique and well-attended.

Organize for aspect journeys led by native professionals.

Asking native specialists to steer a deep-dive journey into an area space of curiosity can present alternatives for networking and studying. When Calgary hosted the Society of Vertebrate Paleontology Annual Assembly, Calgarian paleontologists led area journeys to the Drumheller and the Canadian Badlands for an unforgettable attendee expertise. Plus, the benefit over these peer-led excursions is that they are often carried out in your group’s degree, not a common vacationer degree.

Contemplate native organizations that help your convention mission.

Does your occasion have a particular mission or curiosity? It’s possible you’ll find an area group that shares that mission. This “coalition” of your two teams may be very thrilling and newsworthy. When the Worldwide Play Affiliation was wanting for a convention spot, they selected Calgary and turned to native organizations that shared their mission. These teams included the Calgary Zoo, TELUS Spark, and the Calgary Board of Schooling. The convention organizers labored with Conferences + Conventions Calgary to design unique programming with these teams that not solely attendees however concerned the group as properly.

Look for a group that may show you how to in your mission to succeed in native material specialists.

Simply because a group has the specialists doesn’t imply you’ve got the time to strategy them. Look for a CVB that may provide help to make these connections simply. Conferences + Conventions Calgary has a Champion Program of dozens of members. The Calgary Champion Program matches native leaders and their experience to international convention packages for mutual profit, abandoning a legacy, that probably sparks new concepts and packages locally. They’ve specialists in life sciences, transportation, agri-business, and power, amongst others.


Your occasion vacation spot have to be greater than a reasonably face. You need to guarantee it gives your attendees alternatives which might be distinctive to your occasion. However making these connections because the occasion planner could be time-consuming for those who don’t have a strong associate in your pursuits.


Discovering a Associate in Intellectual Trade

Discovering a associate who may also help facilitate mental trade with native leaders can raise a number of the work off of you because the occasion planner. In any case, it’s very time-consuming to get previous the gatekeepers for heads of business, mind, or healthcare. However they could very nicely need to converse together with your group, if solely you possibly can get to them.


So how do you go about bypassing the gatekeepers and discovering native mental leaders who’re a very good match for your group?


First, we’ll provide the arduous method. Trace: it’s all by yourself:

Look for slide decks on SlideShare on subjects of curiosity to you. Work out the place these individuals are from. Look for some within the space of your occasion.

Search Quora for subjects of curiosity and greatest solutions. Attempt to discover out the place these individuals are from with out scaring them.

Search LinkedIn based mostly on location and job title. Ship them a request to attach. Hope that they examine LinkedIn once they get a notification.  

Search for subjects of curiosity adopted by the phrase “blog”. Discover out the place the bloggers are situated and attain out to them by way of their web page. Whereas extra individuals are running a blog today, many heads of business aren’t. In running a blog, you’ll discover pundits and a few business specialists.

Learn the native newspaper and look for names of outstanding leaders in your areas of curiosity. Attempt to contact them.


As you’ll be able to see by these strategies, there’s numerous looking and hoping that’s concerned with these strategies of discovering a great connection or speaker for your group. This isn’t splendid since you’ve got a job the place each minute counts.


The better strategy to discover a good match for your group on the vacation spot of your selection is to companion with a corporation that may assist work as a bridge between your group and its wants and the native assets of their group.


Whereas a conference and guests bureau is an effective match for this position, not each CVB is positioned to do that. They want a robust group group and a few type of ambassadors program to be well-positioned to assist.


What You Want in a Associate Aimed toward Intellectual Trade

Your first cease find a associate that will help you with mental trade ought to be the CVB or chamber of commerce (relying on the world) at your vacation spot. If in case you have a brief listing of potential locations, converse with all of them. As talked about earlier, not each CVB has the kind of deep partnership with broad industries to be of assist. However you gained’t know until you ask.




Ask them about their ambassador or trade packages. Discover out what forms of industries they work with and what kinds of mental capital trade they concentrate on. For example, the Calgary Champions symbolize healthcare, innovation, and professional associations.

Cultural connections.

Not solely can you’ve entry to business leaders however chances are you’ll need to contemplate cultural ties as nicely. You’ll be able to hunt down cultural connections to embrace a brand new tradition or guarantee one among your attendee demographics is heard. A lot of these connections and studying could make underrepresented voices really feel like they’ve a clearer profession path. A particular mentor relationship may even evolve from such exchanges.


It’s good to be launched to heads of business however what can the CVB provide help to with relating to tying in actions to your programming. Are the individuals they’re introducing you to solely audio system out there for your occasion or are there packages that may facilitate excursions or outings that may assist your attendees see a aspect of the world they in any other case wouldn’t get to see. Knowledgeable tour group can present loads of info however specialists can help in a way more focused presentation that may give your viewers a deeper dive than what most of the people requires.

Group alternatives.

A plugged-in CVB may also assist join you, the top of business, and group teams for useful change. You possibly can assist attendees get volunteer hours in or maybe persevering with schooling credit with custom-made preparations. You can too take your mission to the streets with group alternatives.


Talking of group connections, a CVB associate may help you entry behind-the-scenes appears at festivals and public actions. Plugging your conference into native festivities is a method to make your gathering distinctive because it presents one thing others don’t. For example, anybody can attend the Calgary Stampede should you get tickets however what about attending a particular invite-only program tailor-made to your group in the course of the Stampede? That sort of exercise will make your convention stand out and provides your attendees the prospect of a lifetime.


Typically cultural exchanges can embrace coaching as properly. When you’ve got a corporation that requires both official periodic coaching otherwise you’re concerned with how comparable teams in different elements of the world practice their staff or members, you’ll be able to work with a CVB to make these introductions and connections for you. Even when the coaching doesn’t truly fulfill necessities, it may be fascinating to find out how different elements of the world conduct enterprise.


Work with a corporation that may assist help you in your efforts. Some organizations will assist you to promote your occasion and construct attendance at particular symposiums. You could possibly create a further income stream by promoting tickets for locals in your business to attend a session, as an alternative of your complete convention, particularly in case you have an area VIP talking.


Don’t work alone. Seek the advice of the conference and guests bureau at your vacation spot (or the few which are in your shortlist earlier than making a choice) and see what kind of assist they will present. You could be stunned on the choices on the market. Conferences + Conventions Calgary, for occasion, likes to work with occasion planners to create custom-tailored choices focused in the direction of attaining assembly objectives and wowing convention attendees, giving all teams precisely what the convention planners are wanting for.



Standing out is important to attract a crowd for your conference. You don’t need an agenda or audio system attendees have seen earlier than. Probably the most cost-effective methods to innovate in your studying is by tapping the information of native specialists. These specialists not solely immediate fascinating dialogue however can facilitate a worldwide change that can be distinctive to your occasion. However pulling this off requires connections you could not have or don’t have the time to develop. Teams like Conferences + Conventions Calgary can take a number of the strain off of you and add a richness which will have in any other case taken weeks to schedule.


Hopefully, and the assistance or a educated conference planning group, your attendees will return residence with a brand new view of previous challenges or probably new methods to drawback clear up or view their conditions.