THE JOINT MEETINGS INDUSTRY COUNCIL (JMIC)

CALLS FOR DESTINATIONS TO INVEST IN CASE STUDIES & STORYTELLING

“With both the academic and promotional components of the JMIC `Value of Meetings Case Study` program now well established and operating via the University of Technology Sydney and The Iceberg communications platform we are at a critical juncture for identifying and documenting further event outcomes that are redefining our role as an industry. This is a call for industry members to take up the challenge and engage with these initiatives on behalf of their stakeholders”


Rod Cameron, JMIC executive director.

“With both the academic and promotional components of the JMIC `Value of Meetings Case Study` program now well established and operating via the University of Technology Sydney and The Iceberg communications platform we are at a critical juncture for identifying and documenting further event outcomes that are redefining our role as an industry. This is a call for industry members to take up the challenge and engage with these initiatives on behalf of their stakeholders”


Rod Cameron, JMIC executive director.

The latest DestinationNEXT report from Destinations International echoed the increasing alignment and relevance of business and professional events to government priorities by destination marketing and development organisations on three levels;

1. CLUSTERING: Aligning efforts upstream to secure business and professional events from within the knowledge-based clusters of industry, science, tech, innovation, and medicine [etc] identified within the broader economic, social, and scientific development strategies of governments [and their communities].

2. COMMUNITY COHESION: Building academic, industry, government, and city agency engagement to deliver a whole of government approach to securing events, investment, and talent to the city or destination. Such activities include integrated communications with Chambers of Commerce, Economic Development Agencies, Universities and Research Institutions, and the formation of Ambassador Programs.

3. STORYTELLING: Investing in written [and video] case studies or story-led communications from destinations and events which illustrate the content and community contribution [from within key clusters] to support the event and organisational mission of client partners.

This report is a timely prompt to destinations and their development agencies to define relevance to event planners in key clusters. It is also an opportunity to illustrate the upstream potential of the sector to the local communities which fund the destination marketing and meeting infrastructure investments. This is particularly true in Europe where recent anti tourism sentiment has taken hold [see video].

Growing Knowledge Economies

Business and professional events contribute to the ecosystem for growth and job creation – especially across clusters identified in broader economic and social development frameworks.

A changing dialogue inclusive of urban and city development

The contribution of business events to urban and city development conveyed by Greg Clark from The Business of Cities at the IMEX Politicians Forum 2017, was reinforced this summer by Greg Oates at Skift.com and the Meetings Mean Business Coalition.

In addition to the academic case studies featuring Sydney, Geneva, and ICC Sydney delivered by UTS, The Iceberg has shared the storytelling of leading destination development organisations such as the German Convention Bureau (GCB) which commissioned local industry publisher TW Germany to publish a portfolio of case stories to illustrate the successful outcomes [and legacies] of events when aligned to Germany`s fields of expertise.

Other publishing partners of JMIC`s Iceberg movement have also contributed to the repositioning of the industry as a catalyst for growth. Examples include CAT Publications` Intellectual Capitals and Meeting International`s Business Intelligence Reports.

Further contributions from leading organisational and consulting partners to the JMIC Iceberg have included case studies from IAPCO and MCI, ICCA`s Incredible Impacts Program in partnership with BestCities Global Alliance (winners to be announced at the upcoming ICCA Congress in Prague), the `Retropsective` articles from Gaining Edge and a library of economic impact studies from the JMIC association members

And in Las Vegas last week the IMEX Group announced that it has formed a partnership with Skift and its new Skift Cities platform to examine `how mid-sized cities are leveraging their innovation economies to reposition themselves in the meetings industry as catalysts and collision spaces for new ideas` – which resonates with a legacy from ISPIM and Fukuoka revealed at TTG Asia`s IT&CMA in Bangkok last month.

“These efforts are a credit to the industry. They illustrate the essential link between the mission and purpose of a meeting and the destination`s ability to participate in, and benefit from, its alignment to that mission. These case studies further validate the upstream contribution that business and professional events will play in any organisation or destination growth strategy and put clear water between these related legacies and outcomes, and the impacts of the supply chain driven to achieve them”.
James Latham, Producer, The Iceberg

ICC Sydney - Feeding Your Performance

JMIC Case Study: Local farmers benefit from the ICC Sydney investment found here

Prof. Greg Clark: “are business and professional events invisible to cities?"

A Call for Destinations to Join the Movement.

Before budgets for 2018 are finally allocated, JMIC is urging destinations to invest in legacy storytelling in partnership with their corporate, association, trade, and institutional clients;

– identifying client and community legacies of events within key clusters
– demonstrating how the mission of the organisation [and its event] are aligned to the interests of the local community
– illustrating the mutually assured outcomes that result from the successful marriage of local ambition to the mission of the event
– demonstrating relevance to subsequent bids by the destination for future events in the cluster

How to Participate

1. JMIC Case Studies:

– To participate in the Value of Meetings Case Study Program– please contact Rod Cameron executive director, JMIC.

– See how Sibos delegates benefited from Switzerland`s fintech sector and the event drove start-ups in Geneva.

– See Conferences: Catalysts for Thriving Economies` from Sydney.


A Mid-Term Report
Rod Cameron, JMIC Program Management: “This is an industry about generating outcomes… …an infinite range of outcomes that is only limited by the range of different organisers and meetings types that are being brought together to achieve these objectives.”.

2. For storytelling and case stories: Please contact your regional publisher or association of choice from within The Iceberg Global Partnership.

3. To support JMIC member initiatives including Meetings Mean Business Coalition, ICCA`s `Incredible Impacts`, IAPCO`s Case Study Series, among others, please visit The Iceberg Partners .

4. For video please contact The Iceberg production director, Phil Tobitt

JMIC`s Rod Cameron, The Iceberg`s James Latham and leading Iceberg publishers will be on hand at both the ICCA Congress in Prague, and ibtm World in Barcelona for any help required.

**Note that all output will be shared with the communities of The Iceberg partners**

Before budgets for 2018 are finally allocated, JMIC is urging destinations to invest in legacy storytelling in partnership with their corporate, association, trade, and institutional clients;

– identifying client and community legacies of events within key clusters
– demonstrating how the mission of the organisation [and its event] are aligned to the interests of the local community
– illustrating the mutually assured outcomes that result from the successful marriage of local ambition to the mission of the event
– demonstrating relevance to subsequent bids by the destination for future events in the cluster

How to Participate

1. JMIC Case Studies:

– To participate in the Value of Meetings Case Study Program– please contact Rod Cameron executive director, JMIC.

– See how Sibos delegates benefited from Switzerland`s fintech sector and the event drove start-ups in Geneva.

– See Conferences: Catalysts for Thriving Economies` from Sydney.


A Mid-Term Report
Rod Cameron, JMIC Program Management: “This is an industry about generating outcomes… …an infinite range of outcomes that is only limited by the range of different organisers and meetings types that are being brought together to achieve these objectives.”.

2. For storytelling and case stories: Please contact your regional publisher or association of choice from within The Iceberg Global Partnership.

3. To support JMIC member initiatives including Meetings Mean Business Coalition, ICCA`s `Incredible Impacts`, IAPCO`s Case Study Series, among others, please visit The Iceberg Partners .

4. For video please contact The Iceberg production director, Phil Tobitt

JMIC`s Rod Cameron, The Iceberg`s James Latham and leading Iceberg publishers will be on hand at both the ICCA Congress in Prague, and ibtm World in Barcelona for any help required.

**Note that all output will be shared with the communities of The Iceberg partners**

A celebration in waiting?

“The Joint Meetings Industry Council is convening an industry Summit in the Spring of 2018 for the purpose of evaluating our collective progress toward long-standing industry goals and considering new structures and actions to further advance these into a fast-changing future.

These deliberations will be in part informed by the specific cases that have contributed to a better understanding and definition of our value proposition – the conclusions of which will also be featured as a key Summit output – so we’d encourage all those with a value story to tell to take the initiative now in bringing it forward in order to become part of the legacy stories we share at the Summit and subsequently at partner events.

By contributing to our store of documentation and stories you will be aligning your events and organizations with the future directions of your industry and growth agenda – and contributing to the progress we are making in redefining ourselves as a critical factor in global development.”

Rod Cameron, JMIC executive director.

Click here to see organisations that are members of The Iceberg partnership.

“The Joint Meetings Industry Council is convening an industry Summit in the Spring of 2018 for the purpose of evaluating our collective progress toward long-standing industry goals and considering new structures and actions to further advance these into a fast-changing future.

These deliberations will be in part informed by the specific cases that have contributed to a better understanding and definition of our value proposition – the conclusions of which will also be featured as a key Summit output – so we’d encourage all those with a value story to tell to take the initiative now in bringing it forward in order to become part of the legacy stories we share at the Summit and subsequently at partner events.

By contributing to our store of documentation and stories you will be aligning your events and organizations with the future directions of your industry and growth agenda – and contributing to the progress we are making in redefining ourselves as a critical factor in global development.”

Rod Cameron, JMIC executive director.

Click here to see organisations that are members of The Iceberg partnership.