Interview with Samantha Glass: Leading with Legacy at ICC Sydney and ABEA

Samantha Glass, Director of Corporate Affairs, Communications and Sustainability at ICC Sydney, has recently been appointed to the Board of Directors of the Australian Business Events Association (ABEA). Samantha's dual role at ICC Sydney and the ABEA underscores her commitment to sustainability and social impact within the business events industry. Her leadership has propelled ICC Sydney to the forefront of innovative and responsible event management. Through initiatives like the Legacy Programme and her involvement in ABEA, Samantha continues to drive forward the agenda for more inclusive, transparent, and sustainable practices in the industry. Her efforts ensure that ICC Sydney not only meets but sets the standard for excellence in the global business events community.

In this interview, conducted by Vivian Xu, Managing Director, and Jesús Guerrero Chacón, Deputy Editor, at IMEX Frankfurt 2024, she shares insights into ICC Sydney’s latest initiatives and her vision for the future of the business events industry. Samantha’s career is marked by her development of ICC Sydney’s Legacy Programme, Corporate Social Responsibility (CSR) Plan, Reconciliation Action Plan, and Accessible and Inclusive Events Guide, solidifying her as a champion of sustainability and social justice.

Vivian Xu: Samantha, at AIME in February, you presented the Six Trends. How has the industry reacted to the Six Trends report and the Respect event?

Samantha Glass (on the right): When we released the report in February and now, at IMEX in May, we’ve seen these trends being widely discussed. Conversations with clients, discussion panels, dinners and Policy Forums, have all linked back to the Six Trends. One key trend is creating socially impactful events, ensuring the community benefits. That we give back to the community in which we host the events. This includes embedding cultural experiences, supporting diverse suppliers like First Nations businesses, and using local producers in our food and beverage supply chain, for example, working with local family businesses, local farms or winemakers. Sustainable events are still a major focus, which aligns with our legacy programme launched in 2017. It’s rewarding to see the industry not just accepting but actively seeking ways to implement these practices, fostering deeper connections and creating lasting impacts on the communities we serve, for example, by engaging with innovators and entrepreneurs.

VX: What about the integration of technology and event experiences?

SG: Technology integration is crucial, with discussions around AI enhancing efficiency and engagement at events. AI’s rise makes live events even more important as spaces for authentic interaction. As technology advances, it offers us tools to create more engaging and seamless event experiences. However, it also highlights face-to-face meetings’ irreplaceable value in creating memorable experiences. In an age where misinformation and deep fakes can spread easily online, live events become the definitive space for genuine human interaction and trust-building. Furthermore, curated event experiences are essential, offering unique content that attendees can’t find elsewhere is key. People crave gatherings to support human flourishing, address loneliness, and find their tribes within events. For example, within a conference of climate scientists, there may be specialists in specific fields who have a strong desire to collaborate and share their expertise. These individuals often seek opportunities to come together and delve deeper into their particular areas of research.

Jesús Guerrero Chacón: Have you received feedback on the Six Trends at IMEX?

SG: Absolutely. The feedback reinforces our approach, giving others the confidence to implement these trends in their events. It shows that attendees and businesses want these changes, from sustainability to diverse supplier engagement. Many have approached us to share their own experiences and success stories, further validating that our trends resonate broadly. It’s clear that the industry is moving towards a more inclusive and sustainable future, and we’re excited to be at the forefront of this change.
 

VX: The Six Trends report talks about Gen Z. Has this specific group had any particular feedback or challenged the report?

SG: We haven’t faced any challenges. Our survey included all age groups, showing Gen Z’s strong emphasis on sustainability and transparency. They want to ensure we’re genuinely sustainable, not just in practice but reporting our data with transparency too. Gen Z is pushing us to not only meet high sustainability standards but to prove that we are walking the talk. This generation’s demand for authenticity and accountability is reshaping our approaches and setting new benchmarks for transparency and engagement across the board.

JGC: Do you think other Australian destinations will follow Sydney’s example?

SG: There’s definitely an opportunity. Many destinations and venues are already adopting similar practices, investing in infrastructure like renewable energy, like solar panels or making stronger connections with their local suppliers, and seeing our success gives them the confidence to continue investing in sustainability and community engagement. The more we share our successes and learnings, the more we can collectively uplift the entire industry. By leading through example, we hope to inspire others to take bold steps towards creating events that are not only economically beneficial but also socially and environmentally responsible.

JGC: Congratulations on your appointment to the ABEA board. Can you tell us more about this role and its benefits for ICC Sydney?

SG: The Australian Business Events Association was formed about a year ago, bringing together a number of smaller associations. This unified voice strengthens our advocacy with the government by presenting a consistent message about the economic and social impact of business events. So, for example, if the Australian Minister for Trade or the Australian Minister for Tourism wants to understand the impact of business events or really understand our industry, they don’t have to go to six different associations, they have one national contact who has all the data and research from their members, which allows us to make a stronger case for the economic and social impact of business events. As Chair of the Sustainability Council, we’re now running monthly sustainability knowledge sessions with experts from inside and outside our industry. Our first joint conference will be held at ICC Sydney later this year, an important moment to unite our members. This role enhances my ability to influence and implement best practices across the industry, drive sustainability and innovation at a national level and ensure our efforts at ICC Sydney are aligned with broader industry goals.
 

VX: Is the membership open to all businesses related to business events?

SG: Yes, it’s open to venues, convention bureaus, suppliers, and event organisers, including both large and small businesses. This diverse membership allows smaller operators to benefit from the broader group’s wisdom. It’s a platform for sharing resources, knowledge, and best practices, ensuring that even the smallest players can have a significant impact. By bringing together a wide range of stakeholders, we foster a collaborative environment where everyone can contribute to and benefit from collective advancements in the industry.

VX: What are your priorities at ICC Sydney and ABEA?

SG: At ICC Sydney, my focus is on enhancing customer experience through data management, AI, and improving the client journey. We’re exploring renewable energy advancements and robotics for client engagement. At ABEA, it’s about learning from industry leaders and driving sustainability initiatives. We’re constantly looking for ways to innovate and improve, whether it’s through new technologies, enhanced customer interactions, or sustainable practices. My dual role allows me to bridge the gap between on-the-ground operations and broader industry initiatives, ensuring that we remain at the cutting edge of business events.

JGC: Any new initiatives you’re excited about?

SG: We’re always working on small improvements, like enhancing our renewable energy capabilities and exploring robotics with the University of Technology Sydney. We’re in the early stages, but seeing where these innovations can take us is exciting. For instance, integrating AI to streamline event management processes or using robotics to enhance the attendee experience. These initiatives not only improve efficiency but also elevate the overall event experience, making ICC Sydney a leader in innovation and customer satisfaction.