THE JOB
The meeting and convention industry has emerged as one of today's most significant sectors of commerce. Crucial to this field are MEETING AND CONVENTION PLANNERS, who plan and produce a smoothly run, on-budget conventions, meetings, seminars and expositions.
Meeting Planners are found both in small companies and in large private corporations, in professional associations and at visitors and convention bureaus. Some own meeting planning businesses or are employed there as part of a staff.
The work performed by Meeting Planners includes program development, marketing, promotion, budgeting, site selection, negotiation, travel arrangements, entertainment and food arrangements, guest programs, audio- visual equipment, public relations and program evaluation. Planners on a large staff for associations and convention bureaus may be assigned one specific aspect of the event such as budgeting or handling reservations and registration, while planners who work for smaller organizations will often take responsibility for all phases of the event.
In workplaces with several Meeting Planners, three levels of professionalism exist: the "facilitator", the "technician" and the "professional". The facilitator may be assigned basic tasks such as choosing menus and working with the chosen hotel on a variety of details. This worker is usually concerned with the physical needs of the attendees. The technician is often responsible for running registration and reservations, selecting and setting up the site, and operating the budget. The professional designs and sells the event, creates the budget and oversees all operations. It is this top- level manager who is responsible for attaining the meeting's overall objective: that the communication effort of the client is achieved.
Meeting Planners working within a corporation plan sales and incentive meetings or training seminars for their employees; they have a captive audience. Planners who represent associations or convention bureaus have the added burden of selling the event and/or location to businesses, associations and prospective attendees. While planners for convention and visitors bureaus do not typically organize meetings and conventions for others, they do stage "familiarization" trips to attract Meeting Planners from associations and corporations to their city.
When marketing is required Meeting Planners may produce brochures and other publications, handle direct mail operations and conduct member surveys to help sell and plan association programs and services.
The massive logistical operation of a large convention, trade show or exposition often starts as many as five years before the event, when booking space in halls and hotels is required. Then, one or two years before the event, Meeting Planners begin developing topics, choosing featured speakers and creating agendas. Much of the work also involves coordinating with other organizations and companies who will present programs and booths - sometimes hundreds of vendors will exhibit their services or products. Planners must also be knowledgeable about the 1992 American Disabilities Act, so they can ensure everyone has adequate access to, and seating arrangements at, the event.
WORKING CONDITIONS
Meeting Planners generally do their work in comfortable, well-lighted, well- ventilated offices and meeting sites. The job, however, can involve a considerable amount of standing, lifting, walking and kneeling when preparing materials and directing the set-up for the event. Many planners travel regularly on the job, some on an international level. The pressure of keeping track of hundreds of details before and during an event can be mentally exhausting for some workers.
EMPLOYMENT OUTLOOK
The following information is from the California Projections of Employment published by the Labor Market Information Division. These figures represent the broad occupational group, Lodging Managers, which includes the occupations Meeting and Convention Planners.
Estimated Number of Workers in 1993 10,450 Estimated Number of Workers in 2005 13,260 Projected Growth 1993-2005 27% Estimated openings due to separations by 2005 3,050
(These figures do not include self-employment or openings due to turnover)
The employment outlook for meeting planners is highly dependent upon the economy. When the economy enters a recession, businesses and associations typically see a significant downturn in income. One of the first things to be cut back are meetings and conventions.
WAGES
A salary survey conducted by Meeting Planners International and published in the July 1996 Meeting Manager magazine shows the following western regional average yearly salaries:
Corporate Planners $40,880 Association Planners $35,000 Independent Planner $38,340 University Planners $38,760 Government $33,760 Religious Planners $22,500
About two-thirds of the workers earn straight salaries, while the other third earn salary-plus-commission, bonuses, fees, markups and/or hourly compensation.
ENTRANCE REQUIREMENTS AND TRAINING
Many Meeting and Convention Planners began their careers as administrative assistants or secretaries who assisted in meeting planning, and gradually assumed additional responsibilities.
The occupation of Meeting and Convention Planners have become increasingly professional over the past several years. Now, with a widespread certification program, several professional organizations, and a growing core of knowledge to master and budgets that can run into millions of dollars, entering this occupation increasingly requires formal education. Today, most planners have at least a college degree, and many have a post- graduate degree.
Persons wanting to enter this field usually start by learning the meeting planning business on a small scale, often as part of a job's duties in a company. They may also work for self-employed Meeting Planners or as assistants to planners in associations. Some enter this field from the hotel/restaurant industry, having worked at conventions or large meetings in a variety of capacities. It should be noted that although experience can be gained by arranging weddings and catering parties for acquaintances or family members, this type of experience alone is rarely sufficient to be hired as a Meeting Planner without having a broader work history in event planning and obtaining certification.
To qualify for the Certified Meeting Professional (CMP), exam, persons must have worked full time for at least three years with a wide variety of meeting planning experience. Although certification is not required for this occupation, it will likely to an advantage when competing for better jobs. Many colleges and universities offer credit courses in meeting planning.
Good oral and written communications skills are essential to this field, as well as proficiency in a variety of computer programs including desk-top publishing and spreadsheets. Students wanting to prepare for this career should take courses in business, composition, speech and computer science.
ADVANCEMENT
On a large Meeting Planning staff, advancement is sometimes achieved by promoting from "facilitator" to "technician", and on to "professional". Once professionals have a base of contacts and the capital, they are capable of starting their own business. Large associations, corporations and convention bureaus whose events usually involve massive budgets may look for people with specialties in accounting, marketing or public relations, in addition to several years experience and certification in meeting planning.
FINDING THE JOB
Persons wanting jobs in this field should apply directly to associations and corporations that hire Meeting Planners. Other sources might be the yellow pages, the Internet, or contacts made with professional associations. The "Job Hunt Survival Kit", California Occupational Guide Number 600, also provides good job search tips.
ADDITIONAL SOURCES OF INFORMATION
Meeting Professionals International 4455 LBJ Freeway, Suite 1200 Dallas, TX 75244 (972) 702-3000
MPI, Sacramento Chapter P. O. Box 231398 Sacramento, CA 95823 (916) 443-0363
Convention Liaison Council 1575 "I " St. NW Washington, DC 20005 (202) 626-2764
RELATED OCCUPATIONAL GUIDES
Human Resources Specialists & Managers No. 135 Economists and Market Research Analysts No. 253
OCCUPATIONAL CODE REFERENCES
DOT (Dictionary of Occupational Titles, 4th ed., Rev.1) Manager, Convention 187.167-078
OES (Occupational Employment Statistics) System Lodging Managers 150262
Source: State of California, Employment Development Department,
Labor Market Information Division, Information Services Group,
(916) 262-2162.
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