Industry Leaders Meet in Washington at The PCMA and IEG CEO Forum

More than 60 association executives attended the PCMA and IEG CEO Forum on Sponsorship and Strategic Partnerships in Washington, D.C., on May 25 at the St. Regis Hotel. The event, made possible by a grant from the PCMA Education Foundation, was free of charge to attendees. CEOs brought with them their senior staff members responsible for sponsorships.

According to IEG, sponsorships are a $12 billion industry. Associations and membership organizations receive only 3 percent of that money (totaling $340 million for 2005), but associations represent the fastest-growing part of the sponsorship industry, increasing 11 percent last year.

IEG Vice President Dan Kowitz pointed out four trends in the sponsorship industry impacting associations: First, sponsors want to increase consumer power by filtering commercialization. Secondly, they want to enhance brand loyalty by creating an emotional connection, and see a return on their sponsorship (ROS) in the form of recognition. Finally, they want a return on investment (ROI), proof that their money has been well-spent. Overall, Kowitz encouraged CEOs to create fewer but larger partnership agreements with sponsors.

PCMA Greater Midwest Chapter Joins MPI For a Meeting on Multiculturalism

The PCMA Greater Midwest Chap-ter joined forces with the Chicago Area Chapter of Meeting Professionals International for a special program. The Meeting on Multiculturalism, held May 16 at the Holiday Inn Mart Plaza in Chicago, attracted 150 members, and was sponsored by the Denver Metro Convention & Visitors Bureau.

Attendees said they faced many challenges in their cross-cultural interactions including stereotypes, language barriers, a bias to race, business etiquette, lack of target marketing, and ignorance or apathy.

Andrew Erlich, Ph.D., founder of the marketing research firm Erlich Transcultural Consultants, was the featured speaker. He outlined the changing U.S demographics and stressed the need to improve multicultural competency and customer service. By the year 2050, he said, non-whites will make up almost half of the U.S. population. He also pointed out that non-whites are already the majority in 48 out of the 100 largest U.S. cities, with Hispanics as the fastest growing ethnic group.

Dr. Erlich encouraged meeting planners to give more consideration to the diversity of their audiences, including understanding the holidays of various groups and their food preferences. The better planners and suppliers understand their attendees, he said, the more successful their events will be.

Save the Date

Wrap up your summer with a trip to Sunny Isles Beach, Fla. Join PCMA's Southeast Chapter in conjunction with the Capital, Chesapeake, and Heartland chapters for an educational conference at Trump International Sonesta Beach Resort Sept. 21-23. The resort, just north of Miami Beach, is within a few miles of two airports. For more information, log on to www.pcma.org/se or e-mail Phelps Hope at PHope@kellencompany.com.

Education Foundation at Work

The fifth edition of Professional Meeting Management, made possible by a grant from the PCMA Education Foundation, is now available. To order, call (800) 338-8290 or visit www.kendallhunt.com/pcma.

Industry Executives Celebrate Achievement and Raise Funds at 2006 PCMA Education Foundation Dinner

The 2006 PCMA Education Foundation Dinner Celebrating Professional Achievement raised more than $150,000 for meetings industry grants, research, and education. Plus, a silent auction at the event raised more than $50,000, double last year's auction. Prominent industry executives Peter Shure, Reint Reinders, and J.D. Andrews were honored for their lifetime achievements. The event drew about 1,100 guests to the Hilton Washington on May 24.