plenary

AIBTM’s Michael J. Lyons + Balloon Twisters Convention

professional career as well, because as a meeting and event producer, it is no different than producing a show or a commercial or a movie. You have to balance a lot of different variables, and you have to pull everything together to create a great meeting or to produce a great trade show like AIBTM. I have been able to cross over both of my careers. As a business professional, when I have had to play businesspeople in corporate videos or other roles, it has been easier for me to do that because that is what I do in my real job. And then, conversely, I’m able to apply some of the techniques that I’ve acquired as an actor over these past 20 years into my role that I currently have. When you have to shoot a video or you have to be interviewed, it’s a lot easier if you’re used to being in front of a camera, in front of a microphone, than if you don’t have that experience.

I have been an adjunct professor at Temple University [in Philadelphia], in their leadership certificate program — I had to stop that, because now I’m work- ing in Norwalk, Conn. — and one of the things that I tell the students is, do not go into this business unless you like working with people. It is in fact called

the hospitality industry for a reason, right? We have to enjoy people. We have to have a service orientation. We have to be customer-centered in every- thing that we do.

We have done a number of things to really rethink [AIBTM]. I look at the show as a three-legged stool. We have education as a very important leg. We have the hosted buyers, so we have to make sure we’re delivering the kinds of exhibitors and the kind of networking events that make it worth their while. And then, of course, the exhibitors themselves. You have to satisfy all the stakeholders in the audience, and you have to make sure that all three legs of that stool are accommodated.

What we have tried to do is take a step back and look at, what are some of the innovations that we can incorporate that will make our show stand out, that will enhance that experience for all those stakeholders? That word “experi- ence” is so critical. How people feel at the end of those three days is what is going to determine our success or our failure.

. —As told to Christopher Durso

GROUP SHOT

Twist & Shout

Hundreds of bal- loon enthusiasts gather each year to show off their twist- ing skills.

In 2012, 292 balloon artists and entertain- ers from all over the world, including the U.K., Canada, and Australia, gathered for the Twist & Shout Balloon Twisters Convention, held Feb. 16–20, in Tempe, Ariz. The annual four-day event includes bal- loon-twisting classes, a balloon-dress and

-costume competition, sculpture competi- tions, and an awards gala.

For more information: balloonconvention .com

Start Spreading the News Michael Lyons with the Rat Pack at an industry awards dinner. 20 PCMA CONVENE APRIL 2013 PCMA.ORG

PHOTOGRAPH BY TK