Gary Grimmer, Executive Chairman of GainingEdge, a consultancy specialising in the meetings and events industry, recently spoke with TTN about maximising the impact of conferences. Grimmer, who co-authored the ICCA Impact Masterclass, emphasised a proactive approach to event planning.
“Most associations are in a reactive mode when it comes to impact,” Grimmer said. “The new way of thinking is that we need to be more strategic.” He highlighted the need to define desired impacts and enhance them to strengthen associations and engage stakeholders.
Grimmer also stressed the importance of government support for convention bureaus, particularly in the Middle East.
One of the biggest mistakes is the belief that ‘if you build it, they will come’. If you don’t bid for them, they won’t come. And it takes smart people with experience to bid properly
– Gary Grimmer
“The Middle East has excellent airlines and outstanding airport facilities. It boasts a growing number of convention centres and venues, and the supply industry is becoming increasingly sophisticated. In many ways, the entire product is coming together, with the product assembly done right and continuously improving.
“Now, the focus should be on taking the product to the market.
“One of the biggest mistakes is the belief that ‘if you build it, they will come’,” he explained. “If you don’t bid for them, they won’t come. It takes smart people with experience to bid properly.”
He urged governments to recognise the industry’s role in trade and intellectual engagement, stating, “This industry is not just about getting visitors to come and spend money.” Grimmer highlighted the link between conventions and knowledge economies, emphasizing the role of associations in continuing professional education.
Grimmer introduced the “quintuple helix” concept, which includes government, academia, industry, civil society, and the environment. He stressed the importance of civil society in providing continuing professional education and lifelong learning opportunities.
The Association Impact Masterclass, which he co-authors, is set to lead participants through a dynamic series of expert-led workshops, engaging panel discussions, and interactive sessions. This immersive experience will offer valuable networking opportunities, insightful case studies on successful impact initiatives, and essential skill-building exercises.
“One of the things we do a lot of is working on the issue of event impacts and legacies. Specifically, I’m one of the co-authors of the new ICCA Impact Masterclass, and we’re conducting one of those in Dublin.”
“If you have associations that want to learn more about how to be strategic with their impact intentions and integrate these into their day-to-day activities, please direct them to the ICCA website. They can register for the masterclass there. They need to apply, but the program is mostly covered except for the airfare, and it’s hosted by BestCities Global Alliance.”