A BLUFFER’S GUIDE TO...
A BLUFFER’S GUIDE TO… LEGACY
Sounds great. So, what is the problem? There is a growing feeling that associations and host cities should be doing more to maximise the legacy of international meetings or even look for ways to create legacy. To take the initiative, in other words. And, just as importantly, they should be shouting about legacy from the rooftops! Why’s that? Because over the years too much focus has been put on how international meetings benefit the supply chain – hotels, convention centres, restaurants etc. Some people have argued that failing to communicate the ‘real’ value of international meetings (the legacy) might hasten their demise. Because… Climate change, the emergence of virtual meetings tech, over-tourism. Let’s just say the pressure to be able to justify flying 10,000 people into already over-crowded cities has never been greater. So, it’s possible to leave a bad legacy? Yes. But that’s not the idea. Can any of this stuff be measured? Back in 2011 Business Events Sydney funded a ground-breaking study by the University of Technology Sydney measuring the social legacies of business events. And recently other convention bureaux have followed suit (see Upfront). But this is definitely the tricky part of the jigsaw and where associations will have to play their part in tracking and reporting legacy. You said associations can create their own legacy projects. Do you have an innovative, world-beating example? Yes! See facing page.
Whenever I hear the word legacy, I think of the Olympics…. Believe it or not, it was first attached to the Olympics in 1956 when the Games were held in Melbourne, but it’s a word that’s now applied to any large meeting, sporting or otherwise. So, what does it mean? Well, that’s a good question. You see…erm…it’s a bit like…. You appear to be struggling… Let’s just say it resists too precise a definition! It’s probably best to think of legacy in terms of the long-term benefits a meeting can deliver above and beyond the immediate impacts.
Failing to communicate the real value of international meetings might hasten their demise...
Sounds a bit woolly… Well, an immediate impact might be the money a meeting generates for a host city through business tourism. It could also be the result of a charity or outreach programme attached to the event. But legacy refers to how meetings can change society for the better in a deeper, more lasting way. For example? Well, we know that the knowledge exchanged at a medical conference can lead to life-saving research. We know that meetings can help cities attract job- creating inward investment. We know meetings can raise awareness of major public health issues or human rights issues.
ADDITIONAL RESOURCES
The Iceberg the-iceberg.org
Meet4Impact meet4impact.global
Copenhagen Legacy Lab wonderfulcopenhagen. com/cll
18 2022 #1 AMIMAGAZINE.GLOBAL
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