Looking up to the ‘STARS’ for a Successful Event

My organization, ADFIAP, has organized annual conferences, meetings and training events in many countries for 40 years now. However, I, together with my colleagues in the management staff, am still looking up to the ‘stars’ for guidance in organizing these events. The ‘STARS’ that ‘guide and lead’ us to a successful event is actually an acronym: S for site, T for topics, A for activities, R for resource persons/speakers and S for secretariat support.

Text Octavio B. Peralta, Secretary General, ADFIAP & Focal Person, APFAO

Such are the five key elements of successful event planning based on ADFIAP’s experience. The STARS ‘framework’ is elaborated on, as follows:

1. Site –There are three considerations here. The first is city/country site. Because ADFIAP has a representation of 104 member-banks in 40 countries in Asia-Pacific, it gives an opportunity for every member to host the event and showcase its country. The decision where to hold the event is usually from two sides – from a member-bank’s offer to host the event itself or from other members that request a member in a country that has not hosted yet to do so. This ‘rotation’ of venue affords member-delegates a chance to see as many countries and experience the local hospitality in these places.

The second aspect of this is the event’s hotel venue. Because ADFIAP holds its biggest event – the annual conference – in the month of May, which is usually peak season for travel, it pays to plan early, at least one year in advance, when looking for a hotel venue.

The association leaves it up to the member-host to finally select the conference hotel after it has briefed the host on its hotel selection criteria. The essential points to consider in hotel venue selection include: (a) location (b) facilities (c) service staff and (d) pricing – normally in this sequential order of importance.

Regarding location, the two main considerations would be accessibility as well as security and safety arrangements. It adds up plus points if the hotel is conveniently located near the headquarters of the host-bank and to local VIPs invited to the event.

A very important consideration in selecting a hotel is its service staff, not only in terms of technical assistance they provide but equally in the staff’s pleasantness and friendliness to deal with. Because of the many functions during the annual convention (meetings, meals, expos, awards show, etc.), involvement of the hotel staff from the sales office down to the waiters is critical to the success of the event.

The last aspect regarding site is touring choices and arrangements. As the last day of each convention is allotted for leisure, it is essential that the venue has something special to offer to the visiting delegates who have to ‘switch gears’ from business persons during the conference into ‘tourists’ on the last day.

2. Topic – Because a conference is a learning event, the key ingredients to an attractive programme is the design and development of the conference theme and the session topics. The main consideration here is that the content (of both the theme and the topics) must be current, relevant and useful to the attending delegates.

Based on ADFIAP’s experience, its members put premium in attending the conference if the event offers something that could help their business: (a) add value (b) save money and (c) solve problems. In short, the event is all about business after all.

The theme and topics are first conceptualized based on the present business environment that has an impact to the association and its members. A concept paper is first prepared by the association secretariat and discussed internally with a small group of experts. The paper is then passed on to the member-host for comments and inputs. Once approved, the theme and topics are finalized and circulated to all members. The selection of the resource persons/speakers is then begun.

3. Activities – The event, to be successful, must be a ‘balanced and delightful’ experience for the delegates. The main components under this aspect consist, in general, of four activity areas: (a) learning (b) networking (c) awards and (d) leisure.

Regarding networking, pre-conference meeting appointments are arranged between member delegates who wish to explore and develop business opportunities. In such a case, the event planners will have to put into the conference program such meetings and, in addition, organize rooms where these meetings will be held. Other networking possibilities should be ‘structured’ by the organizers so that delegates can meet during coffee breaks, meals, tours and golf games. The idea here is for the event managers to keep in mind that networking is not always spontaneous (especially in Asia) and has to be ‘built in’ into the event agenda.

An awards program has also become an important part of ADFIAP’s annual convention. Started years ago, the ADFIAP Awards has been an ‘institution’ in itself, providing members and their officers, recognition of their achievements during the year. This has also been an event attendance booster for the association.

Another event perk is the leisure activity that the convention will offer. Activities like tours, sports and shopping are an integral part of each ADFIAP conference not only for the delegates but for their accompanying persons as well.

4. Resource Persons/Speakers – These are the experts who will deliver the learning content of the conference. As with the design and development of the event’s theme and topic, the speakers are keys to a successful event. In fact, delegates look at the speaker line-up with keen interest.

In the choice of resource persons, ADFIAP looks at three considerations: (a) area of expertise (b) experience as a speaker and (c) willingness to stay and mingle with the delegates (not the ‘come-and-go’ types). It also helps if the speaker endeavors to write the text of the presentation and not only prepare the Powerpoint slides, to enable ADFIAP to publish their speeches in the association’s magazine.

The speaker and the topic assigned should match. This is where the area of expertise fits in. Because of its international network and its database of consultants and experts, ADFIAP has the capability to source out conference speakers with relative ease and dispatch.

The other qualification is the speaker’s experience as a ‘presentor’ – a person who can hold together the audience’s attention as long as possible. ADFIAP has developed a list of “do’s & don’ts” on public speaking as well as tips for speakers in a multi-lingual society as Asia.

5. Secretariat Support – The final element of the STARS ‘framework’ is the people running the event from behind the ‘stage curtains’. These are, in real terms, the ‘stars of the show’, for without the event management staff, there is no event to speak of in the first place.

In ADFIAP’s case, the event management team is a joint unit of the member-host’s staff and the association’s personnel in Manila. Through email exchanges and phone calls, the event is planned, led, organized and controlled. Supporting the process is an extensive ‘to do list’ developed by ADFIAP over the years and a host of other supporters – the hotel staff, the travel agencies, tour operators, service providers and many others.

Octavio ‘Bobby’ Peralta is concurrently the secretary general of the Association of Development Financing Institutions in Asia and the Pacific (ADFIAP), the president of the Philippine Council of Associations and Association Executives (PCAAE) and the focal person of the Asia-Pacific Federation of Association Organizations (APFAO). Email at obp@adfiap.org