In this ‘US flavoured’ edition, Senthil Gopinath, ICCA CEO, reflects on the importance of ‘hub USA’ for association meetings.
As ICCA CEO I recognise the importance and influence that the United States has on the international meetings and events industry. The US has set a remarkable precedent; showing how strategic planning, innovation, competition, work ethic, and a commitment to professional excellence can elevate a national community to the forefront of our industry. In fact, the US is the single most lucrative hub for association HQs in the world, albeit one with a tendency to rotate business nationally. The challenge – and the opportunity – for ICCA members outside the US, is to create an irresistible value proposition compelling US associations to go and look further afield.
What creates such a dynamic work culture in the US? It invests heavily in both the practical and experiential: superb infrastructure, world-class venues and convention centres, a customer-focused DNA… all set up to enable large-scale international events. Our US colleagues set incredible standards for both event organisers and attendees, standards we must all strive to match if we hope to win their business.
Tech innovation has also been a great driving force behind US-based industry success. The country’s early adoption of virtual and hybrid technologies facilitated global connectivity and enabled seamless participation, especially during the pandemic. Again, this illustrates the desire to keep going. If there is ever an unforeseen circumstance, my money is on a US organisation to think a way through it.
The US business community also encapsulates the diversity of our industry by drawing in stakeholders from different sectors and specialties. Universities, research institutions, industry hubs consistently produce cutting-edge data and insights that reach far across the world. Nurturing expertise and innovation create tangible ripple effects throughout the global knowledge economy.
From a (popular) culture perspective, the US influence is almost without equal. We know the movie stars, stream the shows, listen to the music, we bring the brands into our homes. The influence and impact of the last 100 years has turned the American Dream into (for many) the world dream. This does bring discourse, but it also illustrates what is thought, and felt, and experienced in the US touches us all. I find the inner confidence and self-belief of my US contemporaries very motivational. To make it there, I guess – to mangle/paraphrase the song – you can make it anywhere.
As ICCA CEO I encourage us all to look to the US playbook and actively seek out collaboration and partnership to champion the true value of the global stage. We should all take heed of the wider US narrative and be ready to reflect and react if we want to engage. There is real opportunity in the US but we must work hard to earn it. ICCA is in the process of enhancing its US-based strategies to help our members achieve this. But the lessons are clear: build lasting networks, explore innovation, seek out collaboration, create a supportive ecosystem, commit fully. And if you need inspiration, or a test-case to follow, go West and you will find inspiration.
We can learn much from the US, as it can learn from the rest of the world. But the channels of possibility are open. Where there is possibility, there is opportunity. And in the United States, there is always an opportunity for the brave and the bold to do something unexpected, and quite extraordinary.
