Ignite | CONVENTION CENTRE REPORT | Ignitemag.ca | 97 IT TAKES A COMMUNITY Developing an ambassador program is like making an inventory of destination attributes. Knowing the local academics, scientists, doctors and experts in hospitals, universities, institutes, government offices and other facilities is as vital as knowing how much meeting and event space and number of guestrooms a city has. Ann Worth, executive director of Meetings and Conventions PEI, says that while theirs isn’t a formal program, “business, not-for-profit organizations and government are all targeted and supported. From agriculture to education to medical and everything in between, we try and assess where our natural strengths and clusters of excel- lence are and identify active organizations that have connectivity across the region, country and internationally.” A vetting process begins after local experts are identified. Nicolay explains, “First and foremost they are known experts in their field and belong to either the international association and/or the Canadian association linked to it. They can be professors; a lot are heads of their departments, whether it be a hospital or university, and most are on the plus side of 45. They’re not fledglings in their career.” LOCAL CHAMPIONS T o illustrate how valuable an ambassador program can be, in the 27 years Quebec City’s Ambassador Club has been in existence, its 120 active ambassadors have brought 186 international groups to the city. In July and August, Quebec City hosted four ambassador-inspired international confer- ences attended by 5,100 delegates. This summer, Toronto hosted two international conferences attracting 13,000 delegates. And PEI credits 50 per cent of Island business to local champions. Building an ambassador program doesn’t just happen. While potential ambassadors do occasionally contact the destination- selling organization, they first have to know such a group exists. Nicolay says, “It’s important to do presentations at the universities and education workshops on how we can help because professors, scientists, doctors who are looking at bringing in their meeting don’t know we exist. They think they have to do everything themselves and have their executive assistant trying to find a venue.” Nicolay does two main presentations a year, plus other smaller road show events. She also attends monthly departmental meetings at universities to speak about the Leaders Circle services. This is important because it both reaches potential new ambassadors and reminds previous ones to share their experiences with colleagues. The ambassador programs rely on expert volunteers to lead the initial pitch. As to why a busy professional would volunteer for a role, Nathalie Nault, Quebec’s Ambassador Club manager, says, “Planning an international conference or event attracts a lot of positive attention for the ambassador, their organization and their particular field of work.” Gather. Connect. Grow. The Vancouver Island Conference Centre is an ideal environment for reflection, networking and decision making. Meetings Conferences/Conventions Trade/Consumer Shows Special Events/Festivals Let us help you plan your next event: 250.244.4050 WINNING BIDS In return, the organization provides bid support ranging from providing collateral materials, introductions to on-ground suppliers and sending a sales manager to a conference with the ambassador and any other support the ambassador requires. When the bid is won, the ambassador decides how much of a role they want to have leading up to and during the event. Some are more active than others. Some participate in pre-event PR and promotion, some introduce sessions, others host a reception or step back and just attend as a delegate. Regardless of how the ambassador chooses to participate, Nicolay says it is important to recognize their contribution and maintain those relationships through “on-going engagement with potential, current and past ambassadors. It’s key that they feel val- ued and supported.” Not only is it the nice thing to do, “This can also lead to future leads.” So, Toronto, for example, has an annual gala to honour ambassa- dors and say thanks. Outside of that night, Nicolay will also offer tick- ets to events she thinks the ambassador or their family might enjoy. Nault adds: “It takes a village (a whole city really, including univer- sities and their researchers, businesses and governments) to make a city shine and succeed as a meeting destination.” An ambassador program is a key element in the sales armoury.
