You’re right! (About trade show appointments.)

Reading two recent MeetingsNet articles about the value of trade show appointments reminds me of a story attributed to the wry 13th-century Sufi philosopher Nasreddin.

A woman demonstrates the American Sign Language for "You're right!"
American Sign Language for “You’re right!”

Two men who were quarreling came to Nasreddin and asked him to adjudicate their argument. The first man presented his case, and when he was done, Nasreddin exclaimed, “You’re right!” The second man shouted, “You haven’t even listened to my side of the story!” He then presented his case and when he was done, Nasreddin exclaimed again, “You’re right!”

Nasreddin’s wife, who had listened to the whole thing, remarked, “They can’t both be right.”

Nasreddin looked at his wife and exclaimed with a smile, “You’re right too!”

Yes, although the articles express seemingly very different points of view, I think they’re both right!

Desirée Knight on trade show appointments

Let’s start with Desirée Knight, senior director of meetings at the American Psychological Association (APA), who shares a pessimistic view of the future of prescheduled appointments at her association events.

MeetingsNet: Five years from now, what won’t we be doing on the trade-show floor that we’re doing today?

Knight: We will not be doing appointments on the trade-show floor. We must rethink this concept and find new approaches to customer engagement. This will require the industry to develop new approaches to KPIs and different measurement tools. In the end, we are responsible for creating engaging events for our stakeholders. Setting appointments within the trade-show environment is not engaging and, quite frankly, for some, not a good use of time. Creating collaborative spaces with AI gadgets or open forums to discuss current trends and issues will help vendors and buyers reset their views on developing business. The next generation of trade-show attendees are looking for engaging content and not just 15-minute appointments.
Two Minutes with Desirée Knight, CAE, CMP, DES • MeetingsNet, Mar 07, 2023

Carina Bauer’s point of view

Two weeks later, Carina Bauer, CEO of the IMEX Group, parent company to two leading trade shows in the business events industry, defended the value of trade show appointments:

“Let’s start with trade shows essentially being marketplaces (they’ve performed this role for hundreds of years) where the primary motivation for showing up is to do business. When planned and managed carefully, appointments are an efficient use of everyone’s time. A prescheduled appointment tells a business-hungry exhibitor that a motivated buyer is interested in them. A pre-agreed appointment allows time for sound preparation on both sides of the deal—a detailed RFP is often met by an exhibitor who’s done in-depth and detailed research. That instantly becomes an ROI win-win.

ROI and ROE (return on experience) are clearly now more important than ever, and buyers are more discerning about which events they attend. However, our experience shows that once committed, 21st-century planners don’t want to leave their schedules to chance. In fact, what they want—demand—is flexible scheduling and to be treated with respect, e.g. no forced matchmaking or quotas. That means trusting them to do business; encouraging them to make appointments when they have firm business to place but also valuing their time spent in other ways such as learning or networking.”
In Defense of Buyer-Seller Appointments on the Trade-Show Floor by Carina Bauer • MeetingsNet, Mar 20, 2023

So, who’s right?

Associations’ needs vary

First of all, it’s important to note that Desirée is talking about the specific needs of her association. I have designed and facilitated events for hundreds of associations, and seen a large variation in the importance and positioning of trade shows at their meetings. Some associations do not even want a trade show component, while for others it’s a primary draw for members. Though I don’t know the specific objectives of the APA, reading between the lines gives the impression that the association wants its events to focus primarily on education and connection between participants, rather than creating and supporting supplier relationships.

Trade show organizers have a wider perspective

Second, it’s clear that Carina is coming from a wider perspective than that of an association meeting director. IMEX trade shows act as a marketplace for meeting industry suppliers and planners. Planners choose to attend because they see value in the convenience and efficiency of shopping for services and venues at one event. The ongoing popularity of IMEX trade shows, despite the significant impact of COVID, shows that trade show appointments meet genuine needs of both planners and suppliers.

Money, money, money

Finally, trade shows are the public face of a reality that few in the meeting industry discuss publicly. (It’s not mentioned in either of these articles, though it often influences decisions made by planners, suppliers, and trade show organizers.) The reality is that trade shows involve significant amounts of money. In many cases, they are the biggest event revenue sources for associations and the largest expense for participating suppliers. Some associations derive the bulk of their operating budget from trade show receipts and can charge low, sometimes no, fees to attendees. On the other side, the selling opportunities supplied by trade show appointments are perhaps the most compelling reason for suppliers to pay high fees to exhibit.

If APA (or any association) eliminates trade show appointments, they may see reduced revenue from suppliers that will need to be made up in some other area. (For example, by increasing participant fees to attend.) This is an issue that is discussed extensively internally by both:

  • Associations that are trying to optimize member satisfaction without sacrificing revenue; and
  • Suppliers that have to determine the value of exhibiting with or without secured and prescheduled appointments with potential or existing customers.

You’re both right!

Desirée and Carina are both right about the value of trade show appointments. The APA plans to move away from appointments, replacing them with increased opportunities for suppliers and participants to connect and learn in open forums that involve both groups. That’s what they and their members want. Meanwhile, IMEX has strong evidence that many association planners find trade show appointments valuable and are happy to attend them, especially with the sweetener of low or no attendance fees (and sometimes even subsidized travel and accommodations).

While trade show appointments may lead to tensions between the needs of suppliers and association members at meetings, it’s clear that they work for many though not all associations.

Sometimes, despite disagreement, everyone’s right!

Animated gif attribution: Clip from Learn ASL: Right, wrong, and more in American Sign Language for beginners

Venue ventilation for COVID-19

venue ventilation COVID-19: an illustration of a wall vent with air and question marks swirling outAttention, meeting planners! Safe meeting venue ventilation for COVID-19 is critical. As we start thinking about returning to in-person events, it’s crucial to check that venues are upgrading their HVAC systems to handle potentially virus-infused air.

There has been little public discussion on this important topic. In this post, I’ll explain why questions about venues’ HVAC safety should be at the top of your site visit checklist.

Before we start, I need to make clear I’m not an HVAC engineer. My (perhaps) relevant background is an ancient Ph.D. in high-energy particle physics. I also spent two years spent exploring ventilation systems—specifically air-to-air heat exchangers—when I owned a solar manufacturing company in the 1980s.

Introduction

Since the pandemic began, the science of COVID-19 transmission has evolved rapidly. Because early theories turned out to be inaccurate, current preventative measures are frequently misdirected. So I’ve included a short history of theories of COVID-19 transmission. These shed light on the reasons we’ve underestimated the importance of ventilation in creating safe environments for indoor events.

Next, I’ve outlined what current research indicates venues and properties should be doing.

Finally, I’ve aired my concerns about how well venues and properties are responding to the safety concerns I’ve introduced.

A short history of theories of COVID-19 transmission

Initial focus on surface contamination

Early reports on SARS-CoV-2 virus transmission falsely concluded that surface contamination was a significant transmission vector.

“COVID-19 is transmitted via droplets and fomites during close unprotected contact between an infector and infectee. Airborne spread has not been reported for COVID-19 and it is not believed to be a major driver of transmission based on available evidence.” [Emphasis added]
Report of the WHO-China Joint Mission on Coronavirus Disease 2019 (COVID-19), February 2020

This led to an epidemic of another kind—regularly cleaning and disinfecting surfaces. Meeting industry venues that have remained open during the pandemic adopted cleaning and disinfecting everything in sight as a visible assurance that their venues were safe places to gather.

“By May, [2020] the WHO and health agencies around the world were recommending that people in ordinary community settings — houses, buses, churches, schools and shops — should clean and disinfect surfaces, especially those that are frequently touched. Disinfectant factories worked around the clock to keep up with heavy demand.”
COVID-19 rarely spreads through surfaces. So why are we still deep cleaning?, Dyani Lewis, Nature, January 2021

However, current research suggests that the risk of infection from touching a heavily contaminated surface is less than 5 in 10,000. This is considerably lower than current estimates for SARS-CoV-2 infection through aerosols.

Despite this information, the current GBAC STAR™ Facility Accreditation Program for Cleaning, Disinfection, and Infectious Disease Prevention Accreditation Handbook concentrates on cleaning and disinfecting surfaces. The handbook barely mentions venue ventilation for COVID-19. The International Association of Venue Managers (IAVM)’s Public Assembly Facilities Recovery Guide (October 2020) has a section on HVAC systems, but still provides much more detail about cleaning and disinfecting.

By the way, the American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) recommends that cleaning activities be performed after hours, rather than during meetings because “Vacuuming, sweeping, curtain cleaning, brooms, could potentially re-suspend infectious particles.” [ASHRAE Epidemic Commercial Task Force recommendations, updated March 2021, Page 10.]

Droplet transmission

After scientific consensus quickly moved to droplet transmission as a significant factor, face masks were strongly recommended, and mandated at most in-person meetings. However, there have been numerous reports of lax mask usage during F&B breaks and socials.

Social distancing was also recommended. Why? Because it was thought that the COVID-19 virus was mainly transmitted via large respiratory droplets that fall quickly. This belief is still popular and frequently cited today.

Airborne transmission

Unfortunately, the latest research now points to aerosol transmission of COVID-19 as a significant vector. Aerosols are small droplets and particles (formed when small droplets dry quickly in the airstream) that can remain suspended for many minutes to hours. They can travel far from the source of air currents. An excellent summary of this research is included in The Lancet‘s April 15, 2021 article: Ten scientific reasons in support of airborne transmission of SARS-CoV-2. Here’s the key introductory paragraph:

If an infectious virus spreads predominantly through large respiratory droplets that fall quickly, the key control measures are reducing direct contact, cleaning surfaces, physical barriers, physical distancing, use of masks within droplet distance, respiratory hygiene, and wearing high-grade protection only for so-called aerosol-generating health-care procedures. Such policies need not distinguish between indoors and outdoors, since a gravity-driven mechanism for transmission would be similar for both settings. But if an infectious virus is mainly airborne, an individual could potentially be infected when they inhale aerosols produced when an infected person exhales, speaks, shouts, sings, sneezes, or coughs. Reducing airborne transmission of virus requires measures to avoid inhalation of infectious aerosols, including ventilation, air filtration, reducing crowding and time spent indoors, use of masks whenever indoors, attention to mask quality and fit, and higher-grade protection for health-care staff and front-line workers. [Emphasis added.]

How to think about aerosols

You can think of COVID-19 aerosols as cigarette smoke, or the aroma from cooking food. Of course, aerosols diffuse over distance, which is why social distancing is still a good idea, and why transmission of COVID-19 outdoors is unlikely unless people are tightly packed together. Incidentally, this means that if you’re eating or drinking at a restaurant or bar and can smell the food of diners at a nearby table or the smells of cooking from the kitchen, you’re not in a safe situation as far as COVID-19 transmission is concerned.

Pre-pandemic building ventilation standards are inadequate for COVID-19

Interim guidance published by the California Department of Public Health points out that standard building environments have not been engineered to control exposures to small aerosols of hazardous viruses, such as COVID-19:

“Our understanding of the role that the built environment plays in the transmission of COVID-19 is evolving; recent literature has clearly demonstrated small aerosols can be carried well beyond the six (6) foot physical radius and remain suspended in room air where they can be inhaled. With the possible exception of hospitals, healthcare facilities, and research facilities that employ exhaust hoods, existing ventilation requirements, such as those established in the California Building Code and Title 24, were not intended to control exposures to small aerosols of hazardous infectious agents such as COVID-19.” [Emphasis added]
—General Considerations extract from the Interim guidance for Ventilation, Filtration, and Air Quality in Indoor Environments, California Department of Public Health, February 21, 2021

The American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) points out that many existing mechanical air filters will not remove enough levels of airborne COVID-19:

ASHRAE recommends that mechanical filter efficiency be at least MERV 13 and preferable MERV 14 or better to help mitigate the transmission of infectious aerosols. Many existing HVAC systems were designed and installed to operate using MERV 6 to MERV 8 filters. While MERV 13 and greater filters are better at removing particles in the 0.3 micron to 1 micron diameter size (the size of many virus particles) the higher efficiency does not come without a penalty. Higher efficiency filters may require greater air pressures to drive or force air through the filter. Care must be taken when increasing the filter efficiency in an HVAC system to verify that the capacity of the HVAC system is sufficient to accommodate the better filters without adversely affecting the system’s ability to maintain the owner’s required indoor temperature and humidity conditions and space pressure relationships.” [Emphasis added]
ASHRAE Epidemic Taskforce Building Readiness (updated March 16, 2021)

Updating HVAC systems is not plug and play

The above ASHRAE guidelines explain that you cannot simply swap existing filters with MERV 13 or better filters and pronounce your building “ready” to handle potentially COVID-19 infected people. Venues and properties will typically need to involve “licensed and certified professionals and companies that can perform the analysis, testing, design, construction, control programming, balancing, commissioning, maintenance and operation services required to make the adjustments and achieve the performance included in these recommendations.”

Major heating plant upgrades may be needed to create safe air quality for occupants.

Reopening unoccupied buildings

Finally, many properties and venues have been operating in low-occupancy mode for long periods. Reopening such buildings safely, even to pandemic-appropriate occupancy levels, can require several weeks of preparation for the HVAC plant and facility staff. Here is what the Centers for Disease Control and Prevention (CDC) recommends be done before resuming business operations:

  • Evaluate the building and its mechanical and life safety systems to determine if the building is ready for occupancy. Check for hazards associated with prolonged facility shutdown such as mold growth, rodents or pests, or issues with stagnant water systems, and take appropriate remedial actions.
  • Ensure that ventilation systems in your facility operate properly. For building heating, ventilation, and air conditioning (HVAC) systems that are shut down or on setback, review new construction startup guidance provided in ASHRAE Standard 180-2018, Standard Practice for the Inspection and Maintenance of Commercial Building HVAC Systems.
  • Increase circulation of outdoor air as much as possible by opening windows and doors if possible, and using fans. Do not open windows and doors if doing so poses a safety or health risk for occupants, including children (e.g., a risk of falling or of breathing outdoor environmental contaminants such as carbon monoxide, molds, or pollens).
  • To minimize the risk of Legionnaires’ disease and other diseases associated with water, take steps to ensure that all water systems and features (e.g., sink faucets, drinking fountains, decorative fountains) and water-using devices (e.g., ice machines, cooling towers) are safe to use after a prolonged facility shutdown.

COVID-19 Employer Information for Office Buildings, CDC, updated April 7, 2021

What are meeting venues doing to create safe ventilation?

I’m concerned about the lack of visible venue and property efforts to resolve the ventilation safety issues caused by COVID-19.

Over the last couple of months, I’ve reached out to industry contacts and meeting professionals on social media. I’ve asked for examples of venues and properties that have implemented (or are implementing) ventilation upgrades that will satisfy recent interim comprehensive guidelines such as those published by ASHRAE and the California Department of Public Health.

To date, I have heard of only one venue—a California hotel property that installed MERV 13 filters. If your venue has made or is making such upgrades, please let me know, either directly or via comments on this post.

Perhaps many venues are quietly making these changes. I hope that’s the case.

Perhaps some venues are ignoring the problem, hoping that, somehow, the COVID-19 pandemic will disappear, and they’ll be able to host in-person events without updating their HVAC plant. I doubt they’ll be so lucky.

Frankly, I’m surprised that those who have updated their venue ventilation for COVID-19, aren’t publicizing this as a competitive advantage. Our industry is yearning for the return of in-person meetings. Being able to say a property is compliant with current ventilation guidance seems like a great selling point. This article from the Washington Post (kindly shared with me by Joan Eisenstodt) exemplifies the kind of positive PR that’s possible.

After all, many smaller businesses have already taken the necessary steps to create safe ventilation in their buildings. My dentist and physical therapist, and my wife’s massage therapist have all created safe ventilation environments for their places of business. They’re happy to share the details with anyone who asks.

Is it too much to ask meeting venues to do the same?

More resources

Here are some additional resources that you may find useful. Again, please be cautious of any information you find that has not been published or updated in the last few months—it may be outdated.

Thank you

Many thanks to Joan Eisenstodt, Robert Carey, Anne Carey, Barbara McManus, Paul Radde, Dan Cormany, Sarah Diem, and Lauren Siring, who provided information and helpful suggestions and resources as I found my way into the complex topic of venue ventilation for COVID-19!

This April 2021 article includes information I’ve compiled from a variety of current sources. I’ve surely missed some valuable information.  Please help me improve and update what I’ve shared via your comments below. Thank you!

Image attribution: medical.mit.edu

A post about posting (on walls) at events – part 1

post on walls: photograph of an outside wall with a small barred window. A written sign says "NO POSTING" in English and Chinese. Photo attribution: Flickr user pierrelaphoto

Recently I’ve felt frustrated and baffled. No less than three venues (two hotels and a conference center) in the last month told me that I couldn’t post anything on the walls of the room I was meeting in.

I couldn’t post anything. No flip chart paper, masking tape, stick pins, thumbtacks, sticky notes, or wall clips.

That’s a blanket “no”

To add insult to injury, none of the venues apologized or offered any suggestions on alternative ways I could display materials on a vertical surface. None of them had any substitute surfaces, like large portable notice boards or whiteboards available.

One conference organizer wondered if I could use tables instead. Unfortunately, tables are not a comparable substitute for walls for two reasons:

  • On walls, notes or cards can be placed anywhere in a seven-foot band between the floor and where people can reach. On tables, human reach limits us to a three-foot band.
  • Many more people can easily see information placed on a wall compared to a table.

Why we need to be able to post on walls at meetings

Some of the most powerful techniques available for group problem-solving require ways to display multiple pieces of information to an entire group. Members can easily and publicly move items around to cluster, list, sort, and map relationships. Schools have used blackboards (chalkboards) for two hundred years to display information to students. Thumbtacks (aka drawing pins) have existed for over one hundred years. Masking tape was invented in 1925. We’ve been using Post-it Notes for over thirty years. These are not new technologies, folks, why are venues banning them from their walls where we meet?

I understand that people use venues for many different purposes. Wall damage, through incorrect use of attachment technology or marker bleed-through, costs money to repair. But “wall work” is an essential component of group problem solving, and for a venue to prohibit its use while offering no alternatives makes it hard to hold many kinds of useful meetings.

In the second part of this post, I’ll cover some of the technologies now available for posting information on walls, including some that you may not know about. Stay tuned!

Have you had venues not allow you to post materials on their walls? What did you do?

Photo attribution: Flickr user pierrelaphoto