The joy of reuniting and prospects of solid business are set to replace the hybrid approach at IMEX America this year in Las Vegas, 9-11 November. CEO of the IMEX Group, Carina Bauer, marks our card for some exciting show content:
This year’s IMEX America is highly anticipated and set to demonstrate its bellwether credentials and give a picture of business volumes and pipelines. Is this year’s show, perhaps, the most important for a long while, in terms of getting business moving ahead again in our sector?
Last year’s show was fuelled by the sheer joy of the industry reuniting after a tumultuous period. This year’s show is set to see the same joy – this time underpinned by really solid business confidence. This is clear in the numbers – in terms of confirmed participation, this year’s edition is set to be one of its largest editions since its launch in 2011, and appointment numbers are tracking higher than ever. It’s also evident from our conversations with the industry that, despite the current challenges, business is buoyant with a strong pipeline of meetings and events.
We note the show is set for its largest ever participation from US exhibitors – did you specifically target them in your marketing campaign? What about the weighting of other global participation by exhibitors?
We don’t weight our exhibitor marketing campaign towards the North America market in particular. The fact that this year’s USA section of the show will also be the largest ever is due to various economic factors including the strength of the business events sector compared to other territories. We attend industry events around the world, including in the US – PCMA and MPI events in North America, for example, have enabled us to meet our clients face to face and continue to develop the strong relationships that we have in the region.
It’s worth noting that the event technology sector is particularly strong at the show this year. It’s a market that’s changed rapidly in recent years, and there’s a wide range of providers offering event platforms, chatbots, analytics and apps among other solutions. Bizzabo, Cvent, EventMobi, ExpoPlatform, Grip, MeetingPlay + Aventri + eventcore, Eventsforce, Swapcard and Vfairs are among the exhibiting companies.
What can you say about any hybrid element of this year’s show?
There is no hybrid element to this year’s show. Last year, we decided to stream content from a studio on the show floor to reach those who were unable to join us due to travel restrictions. This year we’ve made the decision to return our focus to an exciting and business-centred in-person experience – bringing people together face to face has always been at the heart of the show.
What is the thinking behind the streamlining of the show’s learning programme under the theme ‘Pathways to Clarity’?
We decided to streamline the education tracks based on feedback from the industry combined with our knowledge of current learning trends and industry intelligence. We know that meeting and event industry professionals are overrun, overwhelmed and seeking clarity, so this year’s learning sessions are designed to deliver bold content which gets to the heart of the biggest issues in business and personal growth.
The education is designed to provide a solid and simple support structure for all attendees at the show – buyers and suppliers alike will leave each session with tangible takeaways to also support their meetings onsite.
What about this year’s venue, Mandalay Bay. How do you anticipate its spaces and offer will affect the look and feel of the show this year?
The scale of the exhibit hall allows for easier access and movement around the show floor. For example, there are entrances at each end of the hall allowing easier access to specific areas of the show floor. We have also been able to expand our show floor catering and seating options.
Other areas of the show are on the same level as the show floor. The Hosted Buyer Lounge and Be Well Lounge, for example, are located next to the show floor which is convenient for attendees.
The location of the exhibit hall, near to the Mandalay Bay pool complex, means there’s easy access to natural light and greenery – perfect for some Vegas sun in between meetings!
Are there any remaining Covid-related concerns in staging the show and should international attendees be looking to take any special precautions?
There are currently no restrictions in Nevada. However, we’re in regular contact with the local authorities in the run up to the show and have a number of enhanced safety and security measures in place. Further details can be found here: https://www.imexamerica.com/health-and-safety
Having run two shows since the onset of the pandemic – IMEX America 2021 and IMEX in Frankfurt 2022 – has allowed us to evolve and refine our approach. We appreciate, however, that personal welfare is an individual choice and we support our attendees’ own decisions to take any further precautions.
Can you pick out two or three of the education pieces of content you have planned that you consider reflect some new ideas and new directions for the industry to consider?
We have a number of sessions that explore the new shape of people’s working lives – the rise in flexible working and remote teams post pandemic has had a knock-on effect on organisational culture. A panel session – Navigating workplace politics – is designed to support people through these different dynamics.
In a sector facing significant challenges around workloads, resourcing and budgets, it’s important to stop and reflect on the fundamentals and what we love about our industry. The panel session Remember why you feel in love with travel brings together a travel writer, community builder and human values researcher to reconnect us with the community, belonging and friendship forged by travel.
Finally, a dynamic team share their experience of delivering events in the metaverse, offering a very practical and accessible guide to this new format – Enter the metaverse: a how to guide.
