Copenhagen Legacy Lab (CCL) has published a new 7-step model to help destinations maximise and measure the deeper societal benefits of hosting international association meetings.
Building on the lab's existing four-step model, the new methodology provides 'a deeper understanding of the mechanisms in play, leading to an even more meaningful legacy process'.
It involves more planning steps and a broader measurement vocabulary, all of which are aimed at increasing the probability of potential and relevant long-lasting effects for the destination, the given international association or corporation, and their communities.
CLL has increased its focus on monitoring and measuring the effects of the congresses.
This involves collecting data based on created, or wanted, baselines from the participants prior to and immediately after the congress and at later stages.
To succeed in achieving strategic relevant objectives, it is important to have settled on clear objectives in the planning phase that the impact and legacies can be measured up against upon end congress.
“The new method is applied to selected cases in Copenhagen so we can track and measure different, yet interlinked effects from these congresses. We will measure on both short-term meeting outputs and mid-term outcomes that can lead to a changed behaviour or performance for individuals involved, and potential long-term positive impact on society, and legacies supporting a congress strategic objectives,” said Annika Rømer, senior manager of Copenhagen Legacy Lab.
“Before a bid has even been submitted, we now try to identify the most critical barriers for achieving impacts that meet societal needs. We also ask ourselves what types of congresses are best suited to breaking down these barriers in order to leave legacy.
“We have added the extra steps, criteria and terms needed to be more detail-oriented in our strategic planning approach to legacy. This includes stakeholders, activities and measurement. It will provide us with valuable insights that can be used to strengthen future legacy work and business models"
With the new methodology, Copenhagen Convention Bureau, owner of the CLL, takes on a more active and consulting role.
“If we want to ensure that we win the right congresses, that in turn generate potential new business, know-how, and partnerships for us, our customers and the industry, we will need to connect and consult with our customers even more than before. This also means providing them with new market insights, products and perspectives – the legacy methodology being one of them,” said Bettina Reventlow-Mourier, deputy convention director.
The new methodology will be tested on selected cases during the next three to six months. This involves CLL receiving input from customers to further develop the tools for on-going monitoring and measuring data to make it easy for customers and partners to tap into and use.
A journalist for more than 22 years, AMI editor James
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