Why events are like club sandwiches

Organising an event is like trying to make the perfect club sandwich, according to David Goldstein, president & CEO of Destination Canada.

David Goldstein
David Goldstein

 

Prior to this year’s recent State of the Industry MDs Dinner, Goldstein spoke with C&IT about the issues event planners face and what factors impact their decision-making when it comes to choosing a destination or venue.

"I call it the ‘Club Sandwich of Decisions’. It’s usually not one thing, it’s usually a series of layers of indicators," said Goldstein. "Some of them are tangible, some of them are intangible, some of them you can effect, some of them you can’t affect – but you’ve got to try."

The multiple layers of the sandwich include all of the different aspects of an event that need to be considered; price, capacity, transport, accommodation, geopolitical issues, technology, safety and security etc.

Goldstein says: "At the end of the day it’s not rocket science, every event organiser wants to have a successful event, they want their delegates or customers or incentive recipients to have a great time." But how can this be ensured? His simple answer: "No friction".

He explains, that event managers want to know that they are; "flying in to modern airports, that there’s proper transportation infrastructure, that there are strong hotels (both in terms of product and service), that there is meeting space that works and that there is good F&B." Yes, ironically, food is a layer in the Club Sandwich metaphor.

Goldstein concludes by saying: "The MICE business is a very, very competitive global business right now and it’s all of those little things that contribute to, hopefully, a tastier Club Sandwich – or one that is easier to eat." 

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