Legacy: how events can add value to destinations

How would you define the concept of legacy in the events sector?    

It is what is left in the city beyond the celebration of the event. In fact, the legacy plan is the key and starts from the first phase of the organization with the aim of generating impact and an influence on what is being done in the city. I believe that, in general, organizations and associations are being more ambitious about the possibility of creating projects that leave a legacy in the destination.

How to get stakeholders to take part and get involved to achieve that legacy?

In the first place, it is necessary to be transparent in order to create a stakeholder map that allows to carry out that mission of leaving a legacy. Something important is to make events more open or open events to the public, because the key is not to convince the convinced, but those who are not. I think that the general public and society must play a fundamental role so that this legacy has an impact on them.

In relation to this concept, what do you think the future of the convention bureaux will be like? It will be very different depending on the capacities, the funds and the possibilities of financing that they have although, in reality, money is not the problem. It is more a matter of mentality, of looking further to get the event to generate an impact and a positive change in the cities. I think it is time for local organizers from different sectors to collaborate to create more strategic events that can provide outputs beyond the event. I also believe that the organizers are also interested in the cities more focused on having a legacy, trying to go to a place where they can have more influence, more impact. That is why cities must be clear about what benefits they bring in order to participate in a different way.

Should it be included in the mission of the association? How do you start thinking about the legacy that you want your events to leave? The event itself is not the legacy, it is the instrument to generate that legacy. I think it is important that organizations understand that this is what needs to be done. It can be carried out in different ways, from attracting events with a greater number of attendees, having more impact on the media, creating relationships with universities, changing certain behaviors in cities … this is what must be defined in each case, according to what each one wants to achieve.

Do you think that when choosing a destination to hold a congress, the legacy is a criterion to take into account? At least in terms of what can be activated and mobilized for organizations can be an additional factor, something to consider, because the structures and contracting is changing and that is why the convention bureau must perform more than the logistic functions of support, hotel search, transportation, etc., and also look for partners to collaborate with to add value to the events. In the end, it is about connecting the points and elements that allow creating that legacy.

To achieve these objectives and fulfill the mission, is co-creation required? It’s fundamental. In fact it is what is happening at the moment, collaboration with associations, convention bureaux, media, professional associations, universities, local governments … different stakeholders that usually create advisory committees to work, is increasing. Think and co-create together what an event can leave at the destination, and try to achieve it. The way of doing business in the industry is changing, and this is interesting, that the OPCs, DMCs, hotels, hospitality in general work together transforms the sector and the impact of events.

Do you think that OPCs can help make these connections and assume the role of interlocutor with the sectors involved in a congress? I believe that OPCs have the experience and it is the role of associations and cities to create and launch a committee of local organizers in which everyone can contribute their experience. Because individually, the organizers carry out their specific work for the event, logistics, production, etc., but the key is to reach a more strategic approach and that fundamentally implies collaboration between the different actors.