As a prelude to a new regular column in InterPark from industry trade associations, Gerry Robinson considers …
The role of the trade association in the 21st century
Background
THE conclusions of four years studying and researching many amusement and attractions industry trade associations are that at some time in the not too distant future those who manufacture, supply or operate within these businesses must address some real concerns and issues. While it is accepted that the industries themselves are diverse,
there is also much common ground in the way in which trade associations are constituted and how they represent their members. There are associations which represent operators only, some who
are operator led but with a manufacturer/supplier sector, some who are manufacturer and supplier only and some who are manufacturer and supplier led but with a secondary operator sector! If that is not confusing enough, consider that some associations
represent a specific sector of the industry while others cover a much wider perspective. The majority of associations are “national” rather than
“international,” some have a permanent office staff, others are run by part-time personnel, often unpaid and just reimbursed for their expenses; most are not-for-profit organisations. There are even some organisations that do not actually have any legal basis or structure. Needless to say the effect of this “mish-mash” of representative
bodies creates duplication of services and a lack of co-ordination in matters that are of common concern. Most importantly, it is difficult for a single representative organisation to tackle local or national government as it will not be recognised as representing the whole of the industry. Finally, the current status is a waste of resources.
The Future
The 21st century has already witnessed a number of changes,
not the least of which has been the amalgamation of one major trade association into a larger organisation. There have also been a number of meetings of groups of national associations to tackle important issues such as product copying and breaches of intellectual property rights. The main concern, however, is that, as these industries become
increasingly international the need, in order for national associations to succeed in representing their members, is for a collective
rather than individual approach to resolving issues and providing meaningful benefits to their members. During the research carried out, it was discovered that the
Constitution or Rules & Regulations of most associations were fairly similar. That aspect in itself is a first step in getting organisations to work together on matters of common interest. For the 21st century, however, it is believed that a fresh
approach has to be taken to “professionalise” those organisations which represent a fairly substantial and important number of manufacturers, suppliers, owners and operators within the amusement, attractions and related leisure industries.
• Firstly, it should be acknowledged that no one organisation
can, by itself, represent the whole of the international industries. • Every member of an association should have the right to know
how their subscriptions are being used. • There should be an end to having to join an association in
order to take part in its trade show. • Trade shows organised by associations should have visitor
attendances independently audited. • A mechanism should be put in place to encourage more
national associations to work together and thus more effectively with other organisations so that knowledge and information can be shared for mutual benefit. • Associations should be managed by properly qualified
personnel, i.e. those with an appropriate background in association management and industry knowledge.
These are but some of the suggestions that, if put into practice,
should ensure the credibility, integrity and professionalism of any association whose primary purpose is to promote and support its members. But, of all of these suggestions, it is the need to actively work together that will make the respective industries stronger and more successful.
Gerry Robinson runs TSI Ltd. and has been involved in the running of attractions industry associations and trade shows since 1988.
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