BRAINSTORMS
Meetings the
Mark
Most economists agree: An economic
recovery is underway in the United
States. For the meetings industry, however, a recession mindset appears to be
permanent, as 60 percent of meeting
planners say they feel increased pressure
to prove the ROI of meetings and events,
according to a 2010 survey from Hospitality Sales & Marketing Association International.
Fortunately, demonstrating the value
of meetings has just gotten much easier
thanks to a new landmark study, the
results of which were released earlier
this year. Organized by an alliance of 14
organizations representing the collective
meetings, travel, exhibitions and events
industries, the study — The Economic
Significance of Meetings to the U.S. Economy
— was spearheaded by the Convention Industry Council and conducted by
PricewaterhouseCoopers. The largest-ever analysis of its kind, the study found
that the U.S. meetings industry directly
supports 1. 7 million jobs, a $106 billion contribution to GDP, $263 billion in
spending, $60 billion in labor revenue,
$14.3 billion in federal tax revenue, and
$11.3 billion in state and local tax revenue.
“As the nation grapples with effective
ways to work its way out of a recession,
the meetings industry plays a critical
role in supporting jobs in communities
across America, creating environments
that foster innovation, consensus and
business success,” says CIC Executive
Director Karen Kotowski. “Two years ago,
the value of meetings, one of America’s
top economic and social engines, was
misunderstood by governments and the
public. This new research quantifies the
economic significance of our sector for
legislators, regulators and economists.”
A response to the public backlash
against meetings that took place in 2008
and 2009, the study also explored the
scope of U.S. meetings and found that
the United States annually hosts 205
million people — including domestic
and international attendees, exhibitors
and organizers — at 1. 8 million meet-
ings, including 1. 3 million corporate or
business meetings; 270,000 conventions,
conferences and congresses; 11,000 trade
shows; and 66,000 incentive meetings.
Connecting to
Groups
Without question, the Internet in the
last decade has forever altered the way
people learn, date, shop and socialize.
To the benefit of associations and other
membership organizations, however,
it’s also changed the way they join and
participate in groups, concludes a recent
national survey by the Pew Research Cen-
ter’s Internet & American Life Project.
