As CEO of Site (formerly the Society of Incentive and Travel Executives), Chicago-based BRENDA ANDERSON is a key player in efforts to lobby government and media on the importance of meetings and events to the economy. We reached her by phone in Washington, D.C., after she finished a strategy session with Roger Dow, CEO of the U.S. Travel Association. With Site, U.S. Travel is one of seven founding association members of the Meeting, Event, and Incentive Coalition. Anderson filled us in on the coalition's plans, and why we in the industry need to speak with one voice.

Financial & Insurance Meetings: The industry coalition that Site and six other associations established in October has issued model meeting and incentive guidelines for companies receiving TARP [Troubled Asset Relief Program] funds. What's next on the coalition's agenda?

Brenda Anderson: We're focusing on three main fronts: Legislation/lobbying, public relations, and grass roots. It's important to realize that separate organizations typically have their own agenda, but we have come together for the common good of the meetings, incentives, and travel industries. It is the power of our collective voice that can help to reverse the domino effect of meetings and incentives cancellations.

FIM: Where does the Keep America Meeting Campaign and its online petition fit in?

Anderson: Keep America Meeting is the grass-roots part of the picture, and we know how powerful that can be. I urge every industry association to encourage their members to sign the online petition [see sidebar at left].

FIM: The huge stimulus plan that President Obama signed into law on February 17 places meetings-related restrictions on TARP recipient companies. Is this going to further hurt the industry?

Anderson: What has become known as the Dodd amendment severely restricts compensation and bonuses for top executives at companies that receive TARP funding, and travel is included under its “compensation” heading. The part of the amendment that references travel is only about 10 percent, but it is critical to our industry — and it applies retroactively to those companies that are already receiving TARP monies. The good news is that this part of the bill now goes into a rule-making process at the Treasury [to define the standards with which to implement the policy measures], and we should have another few months to influence the language of those policy standards. Our goal is for the amendment to incorporate the coalition's model policy for approval of meetings, events, and incentive/recognition travel [see sidebar on page 9].

Coalition members have worked diligently to get the attention of Sen. [Christopher] Dodd [D-Conn.], and he has told us that he is supportive of our guidelines. Our goal to self-regulate our industry — we don't want the government to tell us what constitutes a legitimate meeting or incentive program.

FIM: What's the next step in the coalition's PR campaign?

Anderson: We're about to roll out a public relations tool kit so that people can take immediate steps to communicate the value and return on investment of meetings and events to their local media and congressional representatives. We'll have templates for letters to editors and letters to congressmen, for example, all with key messaging points. There will be access for anyone to go online and download the materials.

FIM: If I were a reporter for The Wall Street Journal, what would you say to me about the economic impact of meetings and incentives?

Anderson: The amount of canceled or postponed business due to knee-jerk, fear-based reactions, is devastating. Meetings and events represent a $244 billion dollar industry that creates nearly $39 billion in tax revenues at the federal, state, and local levels. I can talk about why meetings and incentives work to help the economy and I can prove the value and return on investment of incentive programs. But it's also vital to understand that this is about the front desk clerks, and the taxicab drivers, and the housekeepers — all the working people in this industry who are being hurt by meeting cancellations. Meetings and events in this country account for about 2.4 million jobs. The media think they are reaching out and stopping the hand of the CEO who has demonstrated bad judgment and excess, but what's happened is the antithesis of that. There's also a misconception that recognition and motivation events are only for the highest-paid salespeople.

FIM: You sound very passionate when you speak about incentives.

Anderson: My first incentive trip, back in 1986, changed my life. I was a branch manager at a large employment agency and worked my butt off to qualify for a recognition trip to New York City. Part of the program was having tea at the top of the World Trade Center with the CEO, who asked me to talk about how I had succeeded in my job. Can you imagine how I felt, getting attention from the CEO of a billion-dollar company?

You can't put a price on the loyalty that motivational events create. Every year after that, I had to qualify. About six years later, I became the youngest regional vice president in the company. And when I got to that level, I used incentives to motivate my sales force and my employees.

FIM: You joined Site in 2001, when there was an economic downturn in the aftermath of September 11. Are there corollaries to today's situation?

Anderson: Both have many emotional components, but in 2001 there was a strong esprit de corps for everyone to get back on their feet. Today, there's a lot of finger-pointing and running for cover.

FIM: Will running for cover help ?

Anderson: No. We are hoping that industry leaders, who already are in the spotlight, will step up to defend meetings and events. This is no time to try to play it safe — the best defense is always a strong offense.

FIM: What are your projections for 2009 and 2010?

Anderson: It's clear from the number of cancellations that there is confusion in the marketplace about how to move forward with motivational events. However, I believe that in 12 to 18 months, the companies that are continuing on with their programs are going to have the real success stories. I do realize that these are tough times that require companies to be sensitive about their spending. But now more than ever, we need to focus on the return on investment that meetings and events create.

The most important things this year are to establish our collective voice, lead with courage, and promote the business case for meetings and events. We know that there will be a backlash in the health of those companies that are canceling or postponing meetings and incentives. We must try to create a tipping point and stop the domino effect — then, make sure we are poised to come out of the gate very strong in 2010.