Mind Meld Glasgow began aligning the strengths of its intellectual resources with the meetings industry two decades ago, and now works with 2,400 individuals and six local universities to connect with international associations.
Case in point: A team of local hemophilia experts was instrumental in securing Glasgow as host of the World Federation of Hemophilia in 2018. Their expertise, said Chris James, chief executive of the U.K.-based Haemophilia Society, was key to the success of the bid.
there may be untapped potential to attract new members, such as South Africa, where OSA has only a couple of chapters. Of particular interest to Mirabal in her conversation with a South Africa Tourism representative was whether the organi- zation could serve as a conduit to other government entities, including the Ministry of Science and Technology. “We are looking beyond the norm, and asking [CVBs] to be
more of a partner, especially in terms of marketing and as an advocate to local government,” Mirabal said. “A lot of CVBs are run by governments — they have the ability to establish contacts with other government officials and industries.” Mirabal also asked about industries in South Africa that
might represent demand for OSA’s products and services — and that might be potential exhibitors — as well as about academic institutions with which the organization might have common interests. Mirabal’s role includes introducing CVBs to OSA, and demonstrating “how we can be a resource for local departments of science and technology, because our industry is very important right now,” she said. “When we work with a CVB or with a minister of tourism in a particular country, we are looking beyond that meeting and trying to establish a partnership. If it is successful for us, and if we see that our attendance increased because we were able to estab- lish contact — we will be back.”
74 PCMA CONVENE DECEMBER 2012
CONTENT IS STILL KING A city’s infrastructure plays a supporting role for confer- ences, according to Karen Bolinger, CEO of the Melbourne Convention + Visitors Bureau (MCVB). “The bigger ques- tions,” she said, “are: ‘What is the content, and how can a meeting tap into local resources?’” The glossy brochure for the MCVB’s recent “Melbourne IQ” initiative reflects that point of view, touting the city’s convention center, accessibil- ity, and livability only after delineating its intellectual assets and its strengths in knowledge-based industries. Over the last two or three years, there has been a definite
increase in the number of cities that, like Melbourne, are “consciously trying to position themselves as intellectual destinations,” said Martin Sirk, CEO of the International Congress and Convention Association (ICCA). “Some cities are positioning themselves as ‘knowledge capitals,’ others as ‘design capitals,’ and some are investing to research the non- direct impact that international meetings bring. I feel these are all part of a trend that will only get stronger, as there are so many pressures that are turning the focus away from tourist appeal and towards the intellectual content and
knowledge generation that these meetings represent.” In Melbourne, the MCVB has aligned its business pri- orities directly with the region’s economic-development