APEX Best Practices Report


 

Background

APEX (Accepted Practices Exchange), an initiative of the Convention Industry Council, is bringing all stakeholders together in the development and implementation of industry-wide accepted practices, which are creating and enhancing efficiencies throughout the meetings, conventions and exhibitions industry. APEX is streamlining many of the business processes on which the industry depends.

APEX is developing two types of accepted practices (or voluntary standards):

"Action" accepted practices streamline the "how" we do business and exchange information.

"Information" accepted practices outline the specific information we want to share, transmit, store, etc. about events.

Action and information accepted practices are being developed in seven key areas by volunteer panels of industry experts. Work began in May 2001 and will be completed in 2005, which is the original timeline for the initiative.

Accepted Practices in Place - three areas are complete:

1. The APEX Industry Glossary: This interactive, on-line tool is the comprehensive reference for the terminology, jargon, and acronyms used throughout the industry. It is available free on-line at glossary.conventionindustry.org. A great resource to ensure consistency of terms or a useful training tool for new employees! (A product of the Terminology Panel)

2. APEX Post-Event Report (PER): The PER is the industry's accepted format for collecting, storing and sharing accurate and thorough post-event report data on events of all types. It includes best practices as well as a Microsoft Word template for a Post-Event Report and is available for free download at www.conventionindustry.org. (A product of the History/Post Event Reports Panel)

3. APEX Event Specifications Guide (ESG): The ESG is the industry's tool to use in preparing and sharing complete instructions and details for events. It includes best practices and a Microsoft Word template. It is also available for free download at www.conventionindustry.org. (A product of the Resumes & Work Orders Panel)

Accepted Practices in Progress:

1. Housing and Registration: The panel is incorporating public comments into its final work and planning to present final accepted practices in early 2005.

2. Request for Proposals (RFPs): Preliminary recommendations were out for public comment through November 1, 2004. These comments will be taken into consideration as final accepted practices are developed and delivered in mid-2005.

3. Meeting and Site Profiles: Preliminary recommendations were out for public comment through November 1, 2004. These comments will be taken into consideration as final accepted practices are developed and delivered in mid-2005.

4. Contracts: Preliminary recommendations will be released for industry comment in early-2005. Work will be complete at the end of 2005.

Scope of the Issue

The meetings, conventions and exhibitions industry is large and multi-faceted - and is also composed of buyers, sellers, and third parties whose interests do not always intersect, and whose business practices do not always translate to one another, which results in inefficiencies. The industry currently has no standards or accepted practices in place to guide and coordinate the various segments in their operations. A 1998 Deloitte & Touche study indicated a high level of support (81% in favor) among industry members for the development and implementation of voluntary industry standards. When the approved accepted practices are implemented, the initiative will result in:

  • Eased communication and sharing of data with suppliers and customers.
  • Enhanced quality of service provided to customers.
  • Clear definitions and terms for relationships with suppliers and customers.
  • Streamlined systems and processes that significantly reduce duplication of efforts, increase efficiencies of operations, and result in cost-savings.
  • Acknowledged measures of comparison and evaluation for improved decision-making.
  • Better educated, more professional employees.
  • Companies remaining competitive with the implementation of the practices.

In short, it will make the industry more efficient, freeing up valuable time to devote collaborative energies to broader, more pressing industry issues. This will also affect bottom lines. An example was given: if the 81,000 members represented within the 30 CIC member organizations were to save only ½ hour per week, at an average salary of $25 per hour, the industry could save over $52 million. This is only ½ hour per week. The cost savings could grow exponentially.

Scenarios

To put this is the simplest terms, APEX/Best Practices is not about re-inventing the wheel. It collects various opinions, standardizes them into one, and offers educational models on how professionals can better run their businesses; better use their time; and better communicate with their peers. There should be no risk in supporting educational tools.

The APEX initiative will impact all sectors of the meetings, conventions and exhibitions industry. Potential benefits include:

  • Eliminating the painful re-keying and proofreading of cumbersome documents like rooming lists, event specifications, etc.
  • Getting the right information to the right people at the right time.
  • Providing industry professionals with the opportunity to use standardized ESGs (Event Specifications Guides), to give thorough information on event requirements resulting in zero-defect experiences.
  • Defining consistent data fields which will allow for human-less exchange of information between hotels and planners via systems interface.
  • Allowing for more efficient booking and maximization of space based on more accurate post event information and trends.
  • Providing better benchmarking, due to standardized post-event reports, which can influence future business plans, rate structures, organizational structures, and better defining and tracking of ROI (Return on Investment), etc.
  • Allowing for more efficient scheduling of labor and equipment.
  • Facilitating direct exhibitor to contractor communication.
  • Allowing for faster, easier site selection, due to better access to venue specifications.
  • Enhancing efficiency and productivity in event planning and implementation.
  • Providing dependable and thorough tools for the novice or occasional planner.
  • Granting quick access to information in this era of short lead times for new business.
  • Easing planning of last-minute events.
  • Ensuring apples-to-apples bidding. Standard proposals will allow for side-by-side comparison of responses which will ease the decision making process.
  • Freeing up sales time. Complete and current site profiles will allow sales professionals to focus on moving clients from the inquiry to tentative to confirmed stage.
  • Easing attendee registration and collection of information, reducing rooms outside the block.
  • Increasing industry professionals' knowledge of event needs, allowing sales to focus on the negotiable points of the contract, while developing concessions and incentives that work for both parties.
  • Permitting more time to spend on creativity and marketing.
  • Giving industry professionals the opportunity to demonstrate their professionalism and knowledge, which can lead to raises, promotions, and credibility within a company, while demonstrating strategic value, not just tactical application.
  • Presenting more time to foster relationships. Personal relationships are re-booking tools (the easiest customer to get is the one you already have!).
  • Alleviating frustration because information will be more available and accurate.
  • Opening the lines of communication. Planners and suppliers will communicate more effectively because of a common lexicon.

Every aspect of APEX works together for the industry. Whether a planner, show manager, hotel, CVB, DMC, facility, technology provider, or service contractor ... APEX accepted practices will benefit everyone.

Next Steps

There is some concern on behalf of the committee that support and momentum for APEX has dissipated throughout the years. The next two years are critical for APEX. The help of PCMA and all 31 industry organizations within CIC is needed to help bring this information to their members. PCMA can lead this charge. Mentioning APEX at every opportunity will show PCMA members and prospective members that PCMA supports an initiative that is of great benefit to its members and their organizations. This equals "value" in the eyes of members and may serve to generate new members as well. Next steps and ideas to fuel momentum include:

  1. Education al Programs - Include APEX into PCMA's next Annual Meeting program as a General Session topic, with a high-profile panel or as a concurrent sessions or workshop. As the critical stage of APEX is upon us, the more visibility, the better, therefore, a general session is preferred, perhaps followed by workshops to further discuss the many topics within APEX.
  2. Chapter Meetings - Involve PCMA chapters in APEX discussions. Encourage alignment with a CDG (City Discussion Group) or have them do a stand-alone APEX program.
  3. Publications - Covering APEX in PCMA publications on a regular, ongoing basis will keep members informed and will serve as a constant reminder of the value of APEX and our support of this initiative.
  4. Ongoing Member Communications - Including:
    • CEO and Board Chair Updates -- Include updates in the annual letter from the President/CEO and the Chairman of the Board.
    • Web Site Links and Special Section - List APEX on the PCMA Web Site to provide an easy link to updates on the CIC web site www.conventionindustry.org Annual Report - Include updates in PCMA's annual report.
    • Other Member Communications - e-newsletters, direct mail inserts, etc.
  5. Assign Lead Staff Contact - Assigning a lead PCMA staff contact that will ensure that there is one person within PCMA that is up-to-date on APEX. It will also help the CIC staff know who to call when they need assistance or have questions.
  6. Assign Lead Volunteer Contact - Assigning a lead volunteer contact will also be helpful in keeping PCMA volunteers up-to-date on APEX progress and activities.
  7. Utilize PCMA's APEX Commissioner - Each of the 31 CIC organizations is assigned an APEX Commissioner that serves as a liaison. Use this person to keep abreast of APEX progress and activities.
  8. Provide Regular Updates to CIC - Keeping the CIC staff informed of PCMA's activities will help CIC develop lists of the activities that are occurring throughout the industry in support of APEX.
  9. Create an APEX Sponsorship Committee - $435,000 of the initial $1.9M in industry support is needed to finalize the development of the accepted practices and to make APEX self-sustaining beginning in 2006 through a combination of free and fee-based products. PCMA should consider creating an APEX sponsorship committee that can help raise the additional funds needed for these products.
  10. Develop an APEX Certification Program - for those associations/corporations that are APEX compliant, PCMA can develop a certification program to reward and recognize supporters of APEX.
  11. Create a Hotel Liaison APEX Committee - Marriott, Hyatt, Hilton and Starwood corporations have already put their support behind APEX. This committee can speak to adoption of the APEX components throughout the hotel industry.

One of PCMA's main goals is to be THE pillar of education throughout the meetings and convention industry - the place where both hospitality professionals and individuals outside the industry go as a resource and to learn. PCMA can market its support of APEX/Best Practices as a "reason" to retain membership and bring on new members. Less than 30% of total planners are members of a professional industry organization. This is a unique opportunity to help take APEX and the accepted practices to the next level. MPI has already committed to six educational sessions on some of the accepted practices during their upcoming July meeting. PCMA should start acting on this now.

APEX Subgroup members:


Chair: Marc Anderson, Managing Director, Convention Sales, Chicago Convention and Tourism Bureau
Behroz Daroga, CMP, President, MEC-USA, Meetings, Events and Communications
Pam Baker, Director of Meetings, North American Wholesale Lumber Association
Jeanine O'Dowd, Director of National Sales, Wyndham International
Brenda Holland, Director of National Accounts, Marriott Global Sales Organization
Karen Malone, Director of Meetings, Healthcare Information and Management Systems
Society Laura Weaver, Manager, Meetings and Conventions, Society of American Florists
Mindy Hoff, Conference Manager, National Trade Productions * A special note of thanks to Juli Jones, CIC, and Mickey Schaefer, CAE, Mickey Schaefer & Associates LLC.