How EMEC rocked Brighton

Meeting Professionals International’s signature European Event returned in person at the English seaside resort city of Brighton and Hove, 26-28 March. CMW explored the event’s importance to the MICE community. MPI’s European Meetings and Events Conference (EMEC) was founded on three strategic pillars: ‘Designed by and for Europeans, serving as an incubator for ideation and infusing local flavour’. Relying on that foundation, EMEC seeks to rethink traditional event planning practices as it contributes towards advancing the industry in general and, most specifically, the European business events community. With multiple industry awards for its format, EMEC featured three hands-on Learning Journey Experiences for attendees, each focused on a select area of business. They spanned the skills development gamut, varying from sustainable, local food practices at Ridgeview Winery; perfecting the human meeting space with creative director, Robert Dunsmore, that amplified the Brighton art scene; and creating sales mastery in an increasing digital world, with author Ciara Feely. “EMEC Brighton has been in planning stages for three years, since our last in-person event in Sevilla, Spain,” said Drew Holmgreen, chief brand officer at MPI. “This event, and most specifically its purposefully unorthodox formats like the learning journeys, creates a unique blend of networking, education and hands-on skill development with a heavy reliance on the destination. It is something participants really cannot experience elsewhere, and we were thrilled to bring the opportunity once again to so many.” Each day featured focused plenaries and breakout sessions with a mixture of both hard- and soft-skill development key to the advancement of industry professionals. James Taylor and Alison Burns, co-founders of The Ethical Futurists devoted their plenary session to exponential technologies such as AI, the metaverse and extended reality, which, they claimed, were revolutionising event experiences and making way for new disruptive business models to emerge. “EMEC is our testing grounds for all things innovation,” said Jessie States, vice-president of the MPI Academy. “This highly visual, interactive presentation prepared delegates to harness the power of a new era while reinforcing the importance of the human dynamic.” EMEC took place in a vibrant seaside city, in a destination that offers ease of access from global locations. Brighton has been acclaimed as a hotspot for creativity and innovation, and the EMEC programming aimed to infuse the local influence throughout the attendee experience. Another critical component to EMEC Brighton was its incorporation of industry associations. MPI has sought to foster global connections through its peers, including ICCA, IAEE, SITE, IACC, CityDNA, IAPCO and, strategic partners, IMEX Group, whose headquarters are located in Brighton. “MPI and IMEX Group have collaborated and partnered together for more than 20 years,” said Suzanne Mulligan, engagement strategist at IMEX and co-chair of EMEC Brighton. “Talks of EMEC taking place in Brighton began long ago and we’re thrilled to have showcased the strength of the industry through this amazing and unique event, hosted in our own backyard.” MPI is the largest meeting and event industry association worldwide and has a global community of 95,000 meeting and event professionals, including 12,000 engaged members. It has nearly 70 chapters and clubs, with members in more than 75 countries.Visit: www.mpi.org/emec