contents May 2012 Volume 26, Issue 5

COVER STORY

Weights and Measures

Thanks to last year’s landmark Economic

Significance Study from CIC, you know how strong the entire meetings industry is. But how about one single meeting or event? How does a CVB gauge the full heft of its value? And how do intangible measures like prestige and public image stack up against the heavy weight of direct spend? Corrie Dosh

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‘It was a small gr in terms of room nights and direct spend, but for us as a destination that has been touted as ‘up-and-coming’ — I don’t know how you put a value to that. It’s absolutely priceless.’

a small group

Features CMP SERIES

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Farm to Fork to F&B You think it’s important for you to have fresh, locally sourced food? Try the Carolina Farm Stewardship Association, whose Sustainable Agriculture Conference celebrates seasonal, organic menus — and places unique demands on its venue’s F&B team. Carol Bialkowski

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Cover illustration by Nick Iluzada

2 PCMA CONVENE MAY 2012 PCMA.ORG

Scott Berkun His book is calledConfessions of a Public Speaker. He’s been on the conference circuit for more than 15 years. And he thinks that the only way to master public speaking is to just do it, that most meetings are not open to change, and that the best he can do is address “the reasons why everyone chose to be in the room.” Barbara Palmer