How an association’s drive for change and development transformed the business events industry in Singapore.
Just some years back, many event planners in Singapore had a rather lacklustre impression of SACEOS. While the industry association had been established way back in 1979 as the “voice and champion” of the business events industry, a general consensus was that the association failed to deliver on its promises.
It could have been a lack of funds or resources, or the lack of a proper influence with the Singapore government – the result was a disillusioned professional events industry that could not leverage resources from its association. Perhaps it was a painful realisation that Asian competitors were getting ahead, and fast, while local industry professionals were in danger of stagnancy. Perhaps it was the lack of industry accreditation that gave rise to unprofessional, cheaper and freelance event service providers. The industry reached a pivotal point in its lifespan – things had to change, and they did.
SACEOS Singapore MICE Forum 2015 hosted at the Sands Expo, Marina Bay Sands
In 2013, the Singapore Tourism Board arranged for a secondment to SACEOS, appointing then assistant director of capability and innovation, Lilian Kuan, to catalyse major projects in talent development, industry relations and business development for the business events industry. Having managed national projects in industry productivity and capabilities for MICE, travel and tourism, her understanding and experience was key to re-positioning SACEOS as a stronger industry association.
With SACEOS predominantly headed by the exhibitions industry, a change saw the association electing a veteran in meetings and incentive travel as its 14th president. Janet Tan-Collis, chief executive officer of East West Planners, brought to the table more than 30 years of experience in business events, and was a recognised pioneer of the incentive travel business in Singapore. One of her passions was mentoring and training, a key that would support SACEOS’ future initiatives in education. With the help of a newly-appointed director in marketing communications, SACEOS clearly communicated its lobbying efforts to the wider audience every step of the way.
SACEOS first made it easier for Singapore-based companies to acquire accredited Singapore Workforce Skills Qualification (WSQ) training. Providing fee support of up to 90 percent, SACEOS was appointed by the local Workforce Development Agency and Ministry of Manpower to act as a one-stop ETS centre assisting with training grant applications and approval.
At the 2013 edition of Singapore MICE Forum, SACEOS introduced a MICE Open House where more than 500 students from 15 institutions met with companies and professionals from the industry. That was also the start of an increased focus on building awareness of the business events industry through career roadshows and industry internships.
However, most efforts were pumped into partnerships with the right players. While boosting training and education through collaborations with institutions such as Republic Polytechnic, Nanyang Polytechnic and Marketing Institute of Singapore Training Centre, SACEOS built a stronger alliance regionally through MoUs signed with Thai Exhibition Association, Indian Exhibition Industry Association, and CCPIT Yunnan Sub-Council and KunMing Exposition Affairs Bureau – all in the name of creating joint activities and engagement joint-membership perks, and exchange of best practices.
One particular ongoing collaboration appears to be a far greater step – and in the right direction. SACEOS’ partnership with Chicago-based Professional Convention Management Association (PCMA) opened opportunities for SACEOS members to participate in face-to-face Certified Meeting Professional (CMP) training in Singapore, along with an online programme to continue their preparation for the Convention Industry Council’s (CIC) CMP exam. In 2014, PCMA and SACEOS also provided an on-the-ground “train-the-trainer” programme in Singapore, letting SACEOS members with the designation to provide support and training to those planning to take the exam in Singapore and the region.
Just as professional development and collaboration within Asia was crucial, so was raising the awareness of the Asian region to global counterparts to further grow inbound MICE business. The Asia Meeting and Incentive Travel Exchange (AMITE) programme started in 2014, hosting a total of 21 buyers from long-haul destinations such as North America and Europe.
Rigorously qualified with the help of Questex Hospitality + Travel, a global business information company, these buyers met with 20 suppliers from seven Southeast Asian markets in focused face-to-face meetings. This year, a strong partnership between SACEOS and the Thailand Convention & Exhibition Bureau (TCEB) saw a total of 33 AMITE buyers experiencing destinations Thailand and Singapore.
These buyers were part of a larger group in Chiang Mai and Bangkok for the Connections Plus familiarisation programme, before flying to Singapore for a few days of site inspections, business meetings and networking. These AMITE buyers also attended the first day of the Singapore MICE Forum, an annual conference organised by SACEOS.
SACEOS Singapore MICE Forum 2015 dinner
One of the AMITE buyers was Jof Calstas, director general, board member of the International Institute of Journalism and Communication based in Geneva, Switzerland. He told Biz Events Asia he participated in the AMITE programme to find partners for the institute’s future events in Asia, particularly in Southeast Asia. Commenting on the programme in Singapore, Calstas said: “Singapore is a blend of different cultures with priority given to high levels of living, like in Switzerland. It is good to have that in a tropical place in an impeccable atmosphere.”
With integration and innovation as the theme this year, the Singapore MICE Forum (SMF) was itself a strong example of an integrated effort. Once again supported by STB and PCMA, the two-day conference held at the Sands Expo and Convention Centre in July brought together a line-up of speakers and delegates from all over the globe.
A look at the Singapore MICE Forum’s programme showed the integration of an industry that is not only all-embracing, but stretches beyond the country’s shores. Attendees came from as far afield as Australia and Canada, representing entities such as Shanghai CTS, Clarion Events Asia, Koelnmesse, Experia Events, George P. Johnson, IAEE, IMC Convention Solutions, MCI, Thailand Incentive & Convention Association, Vancouver Convention Centre, and Korea MICE Association.
Biz Events Asia-moderated panel on integrated communications at SACEOS Singapore MICE Forum 2015
SMF 2015 addressed the impact of integration on socio-economic, geo-political landscapes, and on the business events eco-system. Speakers gave their views and sat on panels discussing topics such as sustainability, technology, meeting design, and the upcoming ASEAN Economic Community. Strategic media partner Biz Events Asia was fully on site, with publisher and managing director El Kwang moderating a panel on integrated communications, featuring Felicity Zadro of Sydney-based Zadro Communications, Sue Henderson of EMC (also one of the AMITE buyers), and Joanna Ong-Ash from AIA Singapore.
Within the same week prior to SMF, SACEOS also organised a number of master classes and accreditation workshops, while PCMA and STB, IAEE and AFECA held meetings. The growing number of CMPs in Singapore is only one indication of SACEOS’ growing influence in the local business events industry.
What has been most impressive is the foresight and efforts of its current leaders and members to successfully turn a long-term strategic plan into action – not solely for the benefit of Singapore but for the whole of Asia. For the past three years, SACEOS’ achievements have gradually steered the industry from stagnancy to a thriving landscape of thinkers.
We often see the same vocal individuals steering discussions or asking questions at conferences, while delegates with less inclination to speak up in a crowd leave with their questions unanswered. At this year’s SMF, a clever web-based app called Pigeonhole Live broke the barrier of communication.
During each session, delegates could log onto the app and post questions anonymously (or choose to leave their names). These questions will be listed under the title of the session, while other attendees could vote for questions they found relevant to move up the queue. Moderators or speakers on stage could also see the questions and the most popular ones listed at the top.
Click on to read why some hotels saw value in hosting the AMITE buyers
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