From the Publisher
It’s ALL about Education
by Pat McCarrell | Published in December 2007 Departments
If you asked me what I enjoyed most about the Idea Factory, I’d have to say the events. I like the adrenaline rush of the shows, and I have firsthand knowledge of what went into each one, so there’s a high level of happiness, respect and appreciation for those who pulled off the events.
But when asked what they enjoyed most about the experience, our attendees indicated education by a wide margin.
In our survey of attendees at the 2007 Idea Factory in Miami Beach, Fla., we also discovered that for two-thirds of you, education is what drives the decision to attend in the first place. Throw in the general sessions, and nearly 90 percent said the educational opportunity was the key attraction.
At first glance, the responses might make us wonder why we continue with the events. Shouldn’t we just increase the education budget and leave the classrooms open 14 hours a day?
Of course not. We insist on having our cake, eating it, and showing you how it was made, too. So we move the classroom around for 16 hours a day.
Our top priority at the Idea Factory is that the education doesn’t stop in the classroom. It permeates every aspect of the show, from the education, to the expo floor, to the events.
In South Beach, John Adcock and technical director Warren Kong of Chameleon Designs went out of their way to expose the inner workings of the trade show’s center stage area to the audience, rather than carefully applying drape and using other traditional means of “hiding the wires.”
“We would never do this for a ’real audience,’” Adcock explained to me during setup. “Most clients don’t want the audience to experience all the technical details. They just want a flawless show.
“This audience is different, though. We want them to come away with a good idea of what goes into it. We’re here to answer the question, ’How’d they do that?’”
The top education topic among those who answered the survey was creativity and décor innovations. That topic was covered in the classroom, to be sure. But to see it in action and gain access to ideas to use in your own events, where better than the Passionatta Welcome Reception or the Fabulous Showcase Event? And who could leave the Spotlight Awards reception without being inspired by the architecture of the Alfred I. Dupont Building or Designs by Sean’s unforgettable décor?
The learning even continued at the hotel bar, as the exchange of ideas kept attendees buzzing into the wee hours of the night.
Now, I’m looking forward to experiencing the educational opportunities at the next show in Las Vegas. With the combination of the Idea Factory and the catersource show, new ideas will be found at every turn.
About the author: Pat McCarrell
Pat McCarrell was formerly the publisher and editor of Event Solutions magazine.
Contact: editor@event-solutions.com