Meeting News - February 25, 2008 - (Page 17)

Edited by William Ng william.ng@nielsen.com International promote business through trade fairs and meetAlso, Kellen has been working with Beijingings, among other functions. based Horizon Research Consultancy Group on In China, Kellen has set up a training seminar attendee lists. “It’s old-fashioned mail-in registrafor a food-industry association, plus an event on tion,” Rush said. “We’ll have event websites, but in U.S. standards and regulations for an electrical China, it’s about old, proven techniques.” manufacturers associaKellen formed a tion. Kellen has two strategic alliance major meetings on tap with Horizon later this year, after the Research in fall 2006 Olympics: one in Shangas part of its expanhai with 1,000 expected sion into Asia. Kellen attendees and the other has just opened a in Beijing with 2,000 Singapore office, delegates. Rush did not striking an alliance —Peter Rush, chairman & CEO, reveal their industries. with CMA International Consultants, a Kellen Company, on association “New membership is a locally based association management meeting planning in China goal, but the job of these firm and conference organizer. events will be introducLate last year, Kellen shared its China ing the associations and their products,” he said. knowledge with 40 nonprofit and association So what are some challenges and differences in leaders from a wide range of industries in a dayassociation meetings planning in China? “You long conference in New York, entitled “Entering can’t expect a whole lot of online registration, and China: Opportunities and Challenges.” Included credit cards are not common yet,” said Rush. “You in the program were a look at China’s association need to prepare for cash, and registrations come environment and strategies for U.S. associations very late or at the door. U.S. organizations have looking to expand into the country. “As business certain expectations with preregistrations in order becomes increasingly global, it’s imperative that to plan things like F&B, but in China, you really associations recognize marketing their services to have to be flexible up to the last minute.” an international audience,” said Rush. Kellen Company is Making Push for U.S. Associations in China Association management firm paves way for U.S. clients to establish themselves, hold meetings in the growing market New York—Kellen Company is assisting U.S. associations in developing a foothold in China’s potentially bountiful association marketplace. Kellen, which established a Beijing office a year ago, has organized two association meetings in the country, is developing two large meetings taking place after the Olympics this year, and has meetings proposals from several U.S. groups. “It’s not easy for U.S. associations to go into China,” said Peter Rush, Kellen’s New York-based chairman and CEO. As yet, there is no legal status for foreign nonprofit organizations doing business in the country. Associations and other nongovernment organizations in China are in an evolving legal state. As an alternative, organizations establish representative offices, and that’s where Kellen comes in, working with Chinese regulatory bodies through its Beijing office in representing association clients. Said Rush, “An association would have to set up a for-profit entity and capitalize it. We can open [representative offices] to conduct transactional business.” Rush said barriers for foreign associations could ease as the Chinese government looks into allowing them to grow in the country to help develop technical standards in various industries. China is also exploring how foreign associations can help “Registrations come very late or at the door. . .you have to be flexible to the last minute.” In Puerto Vallarta, Groups at CasaMagna Marriott Get Cooking with Executive Chef, See Culinary Treats Puerto Vallarta, Mexico—Foodie incentive and meeting groups just might savor a new culinary program at the 433-room CasaMagna Marriott Puerto Vallarta. A cooking class with executive chef Fred Ruiz has been created, and the program is flexible upon group size. For groups of 10, the program begins with a tour through the CasaMagna Marriott’s chili and herb garden. There, Ruiz explains his use of chilis and herbs as spices in Mexican cooking. Groups also get a peek at the inner workings of the resort’s kitchen, including food preparation and pastry making. The small-group program culminates with a sampling of dishes with Ruiz at the chef’s table. For larger groups, the program begins with the cooking class. The groups enjoy the dishes prepared in a large sit-down format. A wine tasting with the resort’s sommelier and a three-course lunch are options. A group of 60 has been the largest the program has hosted. For all group sizes, attendees get souvenirs like a chef’s hat, an apron, a photo with Ruiz, and the recipes for the dishes made. The Marriott resort has 8,000 sf of meeting space and four restaurants. February 25, 2008 MeetingNews 17 Executive chef Fred Ruiz in action on the beach at CasaMagna Marriott Puerto Vallarta. www.meetingnews.com http://www.meetingnews.com

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