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E V E NT R ECA P PCMA's Annual Meeting Tests New Ideas and New Formats BY DANICA TORMOHLEN, contributing editor Orlando, FL – Te Professional Convention Management Association (PCMA) Convening Leaders 2013, which was held January 13-16 at the Orange County Convention Center in Orlando, FL, featured a variety of new ideas and new formats centered around this year's theme: "Design, Innovate and Engage. " "We expect to surpass last year's record attendance," said Deborah Sexton, FASAE, president and CEO, PCMA. "Final attendance numbers for 2013 won't be verifed until later this month." In 2012, the event attracted 3,751 verifed attendees to San Diego. New in 2013 "Our members want us to take risks," said Sexton. "Tey want us to innovate." To that end, PCMA debuted Te Show Reimagined, a two-hour experiential learning luncheon with technology demos, case studies and peer-to-peer exchanges about trade show management. Attendees could view 15-20 minute presentations in diferent sections of the exhibit hall. Presentations included: Te Basics of RFID and the Benefts for Trade Shows; An Introduction to Location-Based Marketing for Trade Shows; and How McDonald's Worldwide Convention Created a Journey of Engagement. PCMA also added four new educational tracks, including PCMA Business School, Convene Presents, Corporate HQ and PCMA Education Foundation Presents. "We have a growing number of corporate event managers," said Sexton. PCMA ofered more than 15 hours of educational programming for this growing audience. Sessions covered a variety of topics, including: Taking Corporate Meetings & Events and Your Role to the Next Level; Corporate Planners: Earning and Maintaining a Seat at the Table; and Meetings Tat Matter: Measurement Means Business. In addition, PCMA debuted the Industry Business Forum for Local Leaders, Use Your Imagination. PCMA attendees get the idea as they envision the future during a session titled, The Show Reimagined. Author and keynote speaker Morten Hansen (top) looked into the past to find companies that developed winning formulas and stuck with them. an invitation-only event for convention center and destination marketing executives, as well as their local board members and policy makers. About 65 people attended the forum, which addressed industry issues and the impact on their organizations and local communities. Sexton plans take the Industry Business Forum on the road in 2013. Future dates and locations will be announced soon. General Sessions and More General sessions were held in the exhibit hall. Te front section of the exhibit hall featured Te PCMA Learning Lounge, which ofered 15-minute programs on a variety of topics. Programs included Tech Zone, Common Ground, the Big Ideas Stage, In Practice, Industry In Brief and Advocacy Central. Topics included: Top Tips for Social Media Strategy; Implementing RFID; Presentation Tools Using Your iPad; and Social Gaming. At the Opening General Session, Morten Hansen, co-author with Jim Collins of Great By Choice, talked about how organizations can thrive in uncertain times. Hansen, Collins and a team of 20 researchers spent nine years studying companies that rose to greatness despite difcult environments and rapid shifs in their industries. For example, he cited Southwest Airlines for its systematic, methodical and consistent operating practices. Southwest has a list of 10 policies it follows and sticks with them, he said. Some organizations think they must change as the world changes, he said. "Tat is dead wrong," said Hansen. "What we found is that winners change less then their competitors. Te great companies change their list about 20% of the time. It is a combination of continuity and change that creates great performance." On Tuesday, January 15, Stephane Garelli, professor at University of Lausanne Continued on page 24 22 February 2013 | Trade Show Executive