"Green" conventions: how to plan great meetings and help the environment.

Planning a convention today is more challenging than ever. It's no longer sufficient to locus only on franchise performance, best practices and future improvement. Today's conventions should also meet increasingly-high standards for eco-awareness and "earth-friendly" events.

Thinking back, it's not that long ago that franchise conventions were characterized by the following:

* Heavy reliance on printed invitations and follow-up materials,

Preparation of mountains of printed exhibit materials, whether they were ever distributed (or read) or not,

* Signs printed and then discarded after only several days of use, and

* Food ordered for a set number of people at each meal, whether eaten or not.

As the years have progressed, ideas for change have come slowly, starting with the obvious: recycling paper, reducing waste, use of eco-conscious materials and purchase of products that encourage the sustainability of the planet.

Have these ideas resonated with the audiences attending the franchising conventions? Have the environmental tactics supported the convention objectives and encouraged a new look at how business gets done, as well as how business and the environment interact?

Not really. Switching from a conventional meeting or trade show to one that practices environmental concern takes more than a change in attitude and an abundance of good will. Anyone serious about planning a conference that embraces a green philosophy must progress well beyond the easy and obvious: a process that often requires the involvement of meeting planners who understand the intricacies of conducting a green convention.

Step-by-step

There are a number of steps-some are baby steps, but some are major leaps-in implementing environmentally-sound initiatives at a conference:

* Start with the elements that can be changed with sound ideas and a small investment. This includes areas that can be changed that really make sense, not only to the sponsor, but also to attending franchisees.

* Remember that embracing and communicating a green initiative in and of itself will signal a move in the right direction and change the mindset and expectations of all participants.

* Establish a basic litmus test for all conference elements. This can be as simple as asking, "Does this have real significance in the eyes of a broad audience or is it addressing only those engrossed in the eco-movement?" Good public relations aside, it must make sense to franchisees and suppliers attending the event. Begin at one of the easiest points to control: paper. This can include the following:

* Require the exhibit-service contractor to distribute standard exhibit kits in PDF-format documents via e-mail to all prospective suppliers.

* Establish online registration, from event selection to payment to e-mail confirmation. This is an easy and efficient approach that controls the environmental impact, but also lowers costs.

* Make session handouts available only through downloading from an intranet site or other site established specifically for the conference. This conserves paper resources, as well as the arms and shoulders of attendees who are spared the burden of toting meeting notes with them all day.

* Encourage suppliers to do the same. Ask them to furnish brochures and handout materials in advance so they can be made available to attendees online both during and after the conference. This yields higher levels of satisfaction among attendees and suppliers alike. From the point of view of attending franchisees, they are more apt to remember the products and services they encountered at the trade show because their visits to the Web site to post forum messages and view pictures could now include a visit to the supplier's download section. This is a double winner, being both convenient and green.

* Some materials must still be printed, but that can be done responsibly. Print the show directories and supplier guides on paper made of recycled material.

* Order trade show bags made of natural canvas fiber.

* Consider using electronic-digital signage or create signage using biodegradable eco-friendly fabric materials.

* Eliminate paper polling of the attendees during general sessions and workshops. This can be replaced, in a much more interesting and interactive way, by employing electronic audience response technology similar to the "poll the audience" keypads used in television programs such as "Who Wants To Be A Millionaire." This is a new expenditure for most conferences, but should be a popular addition, as well as one that positions the host organization as being techno logically-attuned to audience interest. Practically speaking, putting a keypad in every chair prior to each event provides immediate insights into what attendees are thinking, a significant benefit in addition to the reduction in unnecessary waste.

A Joint Effort

The other side of a green initiative hinges on the commitment and involvement of the planner's partners.

The first issue is selecting the proper facility. In Florida, the state Department of Environmental Protection certifies facilities as Florida Green Lodging facilities, a certification that, if available, can identify partners who are already committed to environmental awareness and performance.

Such facilities have the training and resources to provide a variety of environmentally-conscious options, both in the hotel and in the banquet and convention departments. These options will doubtlessly include descriptions of "green experiences" the facility has provided to other clients that will provide a guide for planning.

A priority may be to select the items that would have the most noticeable impact on attendees. However, some venues cut back on amenities and services under the banner of "eco," an approach that will be counterproductive if it diminishes the experience of franchisees and suppliers attending the event. "Buyer beware" is the path to follow, even in the days of ecological awareness.

During the actual convention, it's important to include recycling stations throughout the convention level, at exhibition aisles and in food areas during the event. In addition to daily trash, this also provides for collection of reusable convention materials such as name badge holders and lanyards.

Ask the facility to regulate lighting use as necessary in meeting rooms, and keep it lower for the set-up and tear-down phases. Some facilities use carbon dioxide sensors to regulate air conditioning in meeting rooms and reduce energy use to help in this effort. Others offer non-toxic and environmentally-friendly housekeeping products in the guest rooms at no extra charge to either the sponsor or the guests.

Another area that holds exciting potential for green involvement is that of the food and beverage segment. A close look at what usually occurs at these events provides some practical solutions with a "lean toward green."

The conference Web site can require pre-registration for meal-function attendance to reduce food waste.

From the banquet department, changes can be begin with a policy as simple as issuing re-usable drink bottles to all attendees, with water coolers available throughout the location for convenient and free hydration stations for all.

Don't have drinking glasses for meal functions pre-filled; instead have servers wait for guests to request water if desired. The facility can have milk, cream, sugar and condiments available in bulk instead of individual packets at coffee and tea stations. It can also use porcelain dishes during food functions to avoid unnecessary disposal of paper goods. And it's a bonus to arrange with the facility to have leftover food sent to local food banks rather than the alternative.

Other partners, in addition to the conference home facility, can also be formed. Offsite events will require other participating partners, such as a transportation company. More and more of these providers already have internal green initiatives, as well as the use of ultra-low sulfur diesel fuel and compliance with federal emissions standards.

Dining and entertainment venues can offer recycling programs for cooking oil and cardboard. These make a great fit for a planned night out, a fun place with a concern for the planet.

A green initiative can be a welcome addition to a conference and one that will create thoughtful discussions among attendees. Communication, whether in advance or during the event, will underscore the value of the initiative.

This is far more than self-promotion of a worthy idea. The conference sponsor who embraces, promotes and communicates such a socially responsible call to action should see ripple effects among attendees, suppliers and partners, who recognize this as an early adaptation of something meaningful that they expect to become more popular and mainstream at industry shows in the future. It may have a significantly longer-lasting impact among attendees who then share their own eco-initiatives.

The focus of the franchisor is the betterment of the group, both directly and indirectly. Up front, a franchisee conference looks to motivate, educate, train and inform. Along with these principles, the franchisor can now encourage the network of franchisees to become involved in their communities with the intent of making a positive impact through terrific service, relevant product offerings, and now a respect and concern for the environment.

Dave Masterson is the chief technology officer for United Franchise Group, which includes SIGNARAMA, EmbroidMe, Billboard Connection, FranchiseMart and Plan Ahead Events. He can be reached at 561-640-5570 ext. 1475 or [e-mail].