Jonathan Worsley prides himself and his company on being first-movers in the organisation of hotel investment platforms on a global scale, ever since the launch of the International Hotel Investment Forum (IHIF) 20 years ago in Berlin. That has since grown into one of the largest investment conferences in the world.
Worsley and Bench Events have launched events in Russia, Middle East, Africa, Mediterranean and in 2017 has new events in Cuba and Iran.
Worsley says a key to success is planning ahead on every level.
“The nature of the business inevitably leaves us with a few surprises at the time of the event,” he says. “Some can be challenging, such as speakers cancelling last minute, flight delays preventing delegates from arriving on time and customs issues with exhibition materials.”
More serious threats, including political uprising, environmental disasters and terrorism, he adds, require a serious back-up plan. Whatever the challenge, good communication with all partners, Worsley underlines, is essential to ensuring a successful outcome.
“Recently we organised a conference in Togo’s capital, Lomé. It was met with much initial scepticism due to its location and the small size of the country.”
Other issues included poor air connectivity and the need for yellow fever shots for many delegates.
Worsley getting support and enthusiasm from the local government is a must in such situations. “We were able to provide an event of international quality for key industry players in West Africa thanks to such support from the authorities.”
“Even the most challenging location can win over attendees’ hearts if, as organisers, you maintain the same high standards of service and standards regardless of where the event is held.”
Worsley was faced with his Togo hotel venue not being ready in time. Many delegates had booked flights and accommodation for the initial dates, although most, including speakers and sponsors, were retained for the new dates.
Other challenges the Bench team faced in Togo included:
• Having to ship a dividing wall to Togo to split the auditorium (three weeks out from the event)
• 150 surprise guests turning up for the opening and government labelling all the chairs for their own people
• Footballer Emmanuel Adebayor dropping by for the pool party
• 100+ media representatives turning up unannounced
• Having to buy in 30 plasma TVs for sponsors
Five tips for overcoming challenges
There will always be unexpected moments during any event. At Russia & CIS Hotel Investment Conference (RHIC) 2015, the government spoke for 30 minutes instead of five, which, he said, meant cancelling coffee breaks and trying to keep people inside the room. His team went around the exhibition area with a glass and spoon to ‘ring’ people back in. Worsley offers five pieces of advice for dealing with unexpected surprises:
1. Timings are key
To ensure they leave the stage upon their allocated timeslot, give your over-running speaker a sign that their time is up. A visible timer on stage is good. Build in regular coffee breaks (they help catch up on short delays if needed) and keep smiling.
2. Get a great shipping partner
You need a shipping partner who also works with a team on the ground in the country in which your event is running. This will save a huge amount of hassle and time. Delays with customs and communication breakdown is a huge challenge in certain countries. Customs operators can charge payment for held goods and release on their own terms and timescale, even though the event could be starting the next day.
Go to meet any ground partners and local suppliers, as well as the venue, and put down firm plans from the start. Use local suppliers where you can.
3. Keep in shape
I once had to leap into amazing action to save a speaker. I was in the front row watching in slow motion as a disaster was about to take place. One of our top speakers, David Jenkins, was getting set for a panel in Moscow and about to sit back onto a three legged chair with one leg over the edge. I dived across the stage just as David was about to settle back and ask his first question. Grabbing the chair, I saved him from embarrassment and injury.
4. Make sure you have insurance
The Shipwreck in Dubai: During the first year for our Arabian Hotel Investment Conference (AHIC), delegates were invited by the developers Nakheel to a reception at Greenland, one of the man-made World Islands off the coast of Dubai. All 500 of us left by boat for Greenland at 6pm and we had the most amazing show and food displays while touring the island.
Palm trees had been just been planted in time for our arrival. We then departed at dusk back to the mainland happier for the experience and great networking.
However, the captain did not know how to navigate this large boat through the islands back to deeper water and safety. So we carried on networking on the boat while the coast guard navigated us to safety. We were nearly the first ship wreck off the coast of Greenland.
5. Enjoy the experience
One big benefit for the team, which we all enjoy, is to get the chance to explore our events’ host countries, getting to know the local cultures and tourist attractions. These have included: animal safaris in Kenya, the churches of Lalibela, the Voodoo markets of Lomé, the renowned landmarks of Dubai, historical sights in Berlin, seeing the Opera in Moscow and sighting gorillas in Rwanda, we well as exploring the beautiful landscapes of Sri Lanka and Ecuador.
The best events are where the delegates are happy. So, if late night partying with delegates, ending up in an old Italian bar with everyone singing around the grand piano is required – remember, it’s all part of the organiser’s job description.
Jonathan Worsley is a member of the International Society of Hospitality Consultants.
