the association exec

Beth Brooks, CAE
TSAE - It's an experience!
Spring 2008

Beth Brooks, CAE, is the president and CEO of the Texas Society of Association Executives, based in Austin, Texas.

MPG: What attracted you to the association management industry?

Beth:  I lucked into my first job with the Texas Dental Association after graduating from college.  Within a month, I knew that I loved the variety and the members… but I really had no idea what a complex business associations were.  I don’t think I really understood the whole picture until I studied for my CAE.

What’s the latest news from TSAE?

We are excited about the increased educational offerings this year.  42 programs, ranging from Young Professional programs to CEO strategy forums have been developed for this year.  We are also pleased that our membership is growing– we will be kicking off our “grand” membership campaign and hope to reach 1,000 members by summer.

TSAE serves as the show manager for the annual SW Showcase in Austin, a cooperative effort with MPI-THCC and IAEM-CTC.  This year’s Showcase set an attendance record.  Tell us about how your team achieved this success and share any suggestions on improving meeting attendance.

Last year, the presidents of the three partnering groups met and discussed how to grow the event.  We hired a PR firm (Fire and Rain) and they surveyed not only attendees, but non-attendees.  Several things became clear:  the people who attend think the one day event is great (education and trade show – one stop shopping).  Those who did not attend, didn’t know what SWS was and didn’t even recognize the name.  So, we created a colorful new logo, “Seize the Day,” which attracted a lot of attention.  The partners made a concerted effort to promote the event.  Regular attendees returned, but we also saw a lot of new faces.

Meeting planners tell me that “content is king.”  Tell us how you use “experiences” as part of the content of your TSAE conventions.  What experiences are on tap for the upcoming Corpus Christi convention?

We started our “experiences” two years ago.  We wanted to provide opportunities for attendees to learn something new, outside of a classroom setting.  One of our goals was to show off a bit of the host city and doing something different gives our members another chance to expand their minds and meet people with similar interests.  We’ve offered a variety of programs, from riding Segway’s to fly casting, high tea, to

line dancing.

We’re working with the Corpus Christi CVB on this year’s “experiences,” and if you know those guys, you can guarantee the ideas will be innovative and fun.  Suggestions include horseback riding on the beach, learning about wine and seafood pairings, geocaching, demonstrations of kite boarding, and kayaking.

What is your experience with webinars.  Will webinars impact face-to-face meetings?

We offer about 8 webinars a year and see them as a wonderful enhancement to our educational programs not a threat to face to face meetings.  With members located around the state, webinars offer us the chance to educate your entire staff, in your office, for one low price.

You mentioned that the cost of speakers is one of your concerns?  How are you keeping this cost in line and what are your suggestions to other meeting planners to help deal with this expense without lowering the quality / impact of the speakers?

Putting together an great educational program is hard for any group.  There are so many variables with your audience, their expectations, and your budget.  But because TSAE members have seen more speakers than the average person, we have the challenge to find keynote and educational speakers who are entertaining, new to our members, and affordable.

Negotiation skills often come into play here.  Understand what you have to offer the speaker – can they sell their book or product?  Would your members hire them?  Could you use them for multiple events throughout the year?  Often, the investment in a well-known keynoter turns into a “draw” that help recoup their fee.

For those with smaller budgets, asking your members for recommendations is often helpful.  You should personally preview the speaker to make sure they are a good fit for your meeting.  In addition, utilizing your own members as content experts can help minimize the cost of speakers for breakout sessions.  I also suggest using a speakers bureau.  They can help you sort through the thousands of speakers and they’ll provide a substitute if your speaker has to cancel.

What other concerns do you have regarding the health of the hospitality / meetings industry?

I talk to a lot of CEO’s who are concerned about the economy.  While historically associations have weathered recessions, it is more important than ever to watch meeting costs, know the value of the education offered, and monitor changes in your membership.  If membership declines, meetings will be affected.

I see hotel room rates rising and attendees staying outside the block.  While not affecting a meeting, it can affect costs if you have not paid attention to things like room attrition and food guarantees.

If you were addressing a group of hoteliers, what would you say regarding meetings and conventions?

I don’t ever see meetings going away but budgets are tight and the need to contain costs is very stressful.

What advice do you have for someone just beginning a career as a meeting professional?

Attend professional courses and learn as much as you can about contracts, food and beverage, and budgeting.  Develop relationships with other meeting professionals and hotel sales personnel – those connections will be invaluable for both education and relationships. 

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