By Greg Casella

It was the comment heard ‘round the meetings and conventions industry.

In 2009,  during one of the lowest points in the recession, President Obama criticized banks that had received federal bailout money for “taking a trip to Vegas or the Superbowl on the tax payers’ dime.”

Immediately the conventions and meetings and industry galvanized and delivered a unified response, which declared the comment harmful to the meetings and conventions industry (not to mention Las Vegas specifically).

NACE conducted a survey of its members – professionals in the catering and events world --  and found that the comments themselves were harmful and were having a  negative effect on business.

Whether or not the President’s remarks were taken out of context – and one could argue that he was really trying to make a case for prudence when so many financial institutions’ fast and loose policies were wreaking havoc on the economy – the discussion had a net benefit in showing that corporate meetings serve a justified purpose, and support a legitimate, growing industry.

Importance of Human Interaction

I work with corporate leaders who want to recognize employees for their hard and valuable work, give awards, gather for brainstorming and strategy sessions and other functions.

I hear them say that as workers come to the office less frequently since they are empowered by mobile technologies and remote work settings, it is more important to facilitate human interactions, for teams to work in person and for co-workers to know each other on a personal level.

Years ago, when the Internet was in its formative stages, a high tech industry trade magazine said that its growth would mean the end of associations and conventions. Why would people pay to join an organization or travel to a conference when the necessary communication could take place just easily over the Internet, electronically?

Today, associations and conferences thrive, while it is that magazine that went out of business in the .com crash of the early 2000s.

Meetings Aren’t Boondoggles

Meetings serve a valid function. Employees appreciate the chance to collaborate and spend time with colleagues and peers either at company functions or industry professional association events.

And when planning corporate events, it’s not just gathering them together, but creating an event that is memorable – through surprises that touch all their senses – in terms of décor, entertainment, music and food.

While these things may seem at first like unnecessary expenses, meetings that are planned smartly don’t have to become the bastions of luxurious travel and settings that have earned the unfortunate nickname “boondoggles.”

For example, an open bar should be the first to go. It is completely respectable for companies to offer drink tickets and also to limit the selections to beer and wine.

Second, events can be held during the week, instead of on a Friday or Saturday night. In fact, moving the event to “company” time as opposed to an employee’s “personal” time sends a valuable and positive message that the company respects the employee’s life outside of work.

Our research shows that  events are being booked now on shorter notice, and that represents a cost savings as well. Take the time and negotiate the best deal for your company.

Finally, our advice is to focus on the elements of the gathering that are most important for your employees and that reinforce your message. Allocate your budget so that those items are done well and spend less money on items that are less important to you.

Most of all, allocate a budget for this vital business expense. And, stick to it, just as you would for advertising, marketing, human resources and the other pieces of the management puzzle.

Corporate meetings may be disparaged from time to time, but eliminating them will result in workplaces where nobody wants to work. And that is not good for any business.

Greg Casella, CPCE, President, National Association of Catering Executives

Owner, Catered Too!, San Jose,  CA