Meeting News - April 21, 2008 - (Page 40)

Cover Story Green Talk continued from cover Planners, organizations, and suppliers that fail to carbon footprint by “x” percent in the next five “walk their talk” risk damaging their reputations in years.’ So organizations have to measure the impact a way that won’t soon go away, noted Mark Glickof everything, including their meetings and travel,” man, director of resort marketing and sales for said Amy Spatrisano, principal of Portland, OR- Mauna Lani Resort in Hawaii. “Properties that based Meeting Strategies overstate green claims Worldwide, a founder of definitely leave themselves the Green Meetings exposed to a public backIndustry Council, and lash,” he said. “Between co-author of Simple Steps today’s 24/7 news cycle to Green Meetings and and the world of social Events. media, any property that In addition to what is misstates or exaggerates often their own interest what it’s doing won’t get in conservation, savvy away with it for long. planners have identified Word gets around.” green initiatives as one So how can planners —Mark Glickman, director of resort marketing way to get involved in avoid the backlash to and sales, Mauna Lani Resort their organizations’ their own reputations strategic missions and become recognized for the and their organizations? Education, research, and unique value they bring to the table (April 7 MN, constraint seem to be the consensus among meetp. 16). But in their zeal to create events that are envi- ings industry experts. ronmentally sound, planners better make sure to “Most planners are still learning what it takes to check their work—and the work of their supplier be green and are not as informed as they need to partners—or risk being exposed in the critical be,” said Eisenstodt. But according to Michelle blogosphere. “We see so many statements being made right now from both the planner and the supplier side about how green they are. But when you scratch the surface a bit, it’s clear they are only accounting for a Orlando—Drawing on the city’s roots, as well as some few aspects of what they do in their business—and key goals of meeting planners, the Orlando/Orange County Convention & Visitors Bureau has a new sales rarely in a detailed way,” said Spatrisano. The new report from Nielsen indicates bloggers and marketing campaign tied to creativity. Using the tagline, “Orlando, Where Creative are moving beyond exposing outright false statements and identifying conflicting practices within Minds Meet,” the city is reinventing its collateral, organizations. For example, 25 percent of online sales pitches, sales calls, and site inspections, and it greenwashing discussions addressed organizations is considering changing the titles of bureau officials, taking actions that were contradictory to their envi- said Gary Sain, president and CEO. “We offer the most creative backdrop of any desronmental claims. Joan Eisenstodt, chief strategist for Washington, tination because we were founded on creativity,” he DC-based meetings consultancy Eisenstodt Associ- said, referring to Walt Disney World.“This heritage ates, offers a common scenario in the meetings is the essence of Orlando.” Much of the new approach is in development but industry: “It would make for very bad press if a company that touts its environmental commitment a one-day road show—the linchpin of the cammet in a destination or a facility that was doing little paigna—will debut next month in three key meeting cities: Chicago, New York, and Washington, DC. in the way of conservation,” she said. White, director of environmental affairs for Fairmont Hotels & Resorts, planners are taking steps in the right direction. She notes that many RFPs now include questions about how hotels are working to minimize their carbon footprints, and group customers are looking for measurable items. “If a facility says it’s going to cost me more because it costs them to collect that data, that’s a red flag that [measuring their eco-practices] is not part of its normal process,” offers Spatrisano. But it’s not just about checking out the suppliers, Spatrisano is quick to note. “Think about whether the in-person meeting truly needs to take place, and then reduce, reuse, and recycle all the materials you can on site. Buying carbon offsets afterward makes sense. Just make sure you buy them from suppliers who have truly useful programs.” In the highly critical environment of eco-friendly events, practicing constraint in environmental claims can go a long way toward protecting an organization’s reputation—and the planner’s reputation within the company, too. “Is greenwashing going on? Absolutely,” said Spatrisano. “But it is unintentional as often as it is intentional.” H that “Properties green overstate their claims definitely leave themselves exposed to a public backlash. ” Orlando Debuts Creative Approach to Wooing Groups Each event will host 250 to 400 corporate and association meeting planners and have sessions on adding creativity to meetings and meeting planning. The campaign will also spotlight the destination’s ability to offer rejuvenation, lasting impact, sophisticated pursuits, and commitment to service. On the rejuvenation front, “we have water activities, spas, and we’re the golf capital of the world,”said Sain. “Attendees can be more relaxed here, and that makes them more open to new ways of doing things.” Orlando’s ability to create memories leads to “lasting impact,” while “sophisticated pursuits” include the first Waldorf=Astoria built from the ground up outside of New York (opening in 2009), other upscale hotels, dining, and entertainment. Most important? The “commitment to service,” said Sain.“We have to deliver the brand promise.”H Preview the entirely new Williamsburg Lodge at 40 MeetingNews April 21, 2008 www.meetingnews.com http://www.nxtbook.com/nxtbooks/nielsen/mn040708/index.php?startid=16 http://www.nxtbook.com/nxtbooks/nielsen/mn040708/index.php?startid=16 http://www.colonialwilliamsburgmeetings.com http://www.meetingnews.com

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Meeting News - April 21, 2008

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