Clark Grue, CEO at Rainmaker Global Business Development in Calgary, Alberta, served as 2020 chair of Meetings Mean Business Canada (MMBC), which raises awareness of the economic and social impact of the meeting industry sector in Canada and supports the 229,000 people who make this happen. He also serves on the board of advisors for Destination Canada Business Events and is chair of the FDI Canada Forum, which informs potential investors or businesses of opportunities in Canada. He previously served as vice chair of the American Chamber of Commerce in Canada.
What was the most significant accomplishment for MMBC in 2020?
From an advocacy point of view, MMBC was able to separate the business events sector from the leisure tourism industry within the critical audience of politicians, policymakers and other leaders in the tourism industry. This, our No. 1 goal for 2020, was likely made easier given the pandemic than if it hadn’t happened.
What is the top priority for 2021?
As we continue to build the coalition across the country, one of our most important goals will be to increase our advocacy within the provincial boundaries. Supporting the business events industry readers in each province will be very important as we continue to elevate awareness of the industry and the professional nature of those operating within business events.
What are you hearing most from meeting professionals in Canada?
Meeting professionals have been frustrated all year. At this stage, as we close out the year, they are exhausted and uncertain of what their industry will look like in 2021 and 2022. This leaves meeting professionals in a very challenging position as they adapt to a new normal that includes hybrid events and far more online capability.
How do you envision a recovery timeline in Canada?
As we begin to see recovery happen for the industry in 2021, I would predict that it will be slow and methodical as we adjust to new protocols and government elements, continually watching for successes and problems with live events. So, I would say slow recovery in the latter half of 2021 powered by modest recovery in 2022 and 2023 before confidence is restored in 2024.
Does Canada’s legislative leadership have a better understanding of the importance of the meeting industry in the country?
If so, only slightly. They may now recognize the meeting industry as a segment of its own, but I do not believe they fully understand the importance and impact that the industry has on the broader economy beyond tourism.
What can meeting professionals do to proactively advocate for the industry?
Apart from supporting the organizations that are advocating for the industry, I believe every meeting professional can proactively advocate to their parliamentarians and to their fellow Canadians about the critical importance of business events to the entire economic ecosystem in Canada. Every industry in our country relies on different types of business events to share ideas, transact business and learn about the future of their industry. Without them our economy is weaker, given that our industries are weaker.
What is the most important lesson you’ve learned this year?
Advocacy never stops. In this crisis year, we have had a spotlight on us as we advocate for the business events industry. We have unprecedented audience with policy and decision makers that impact how we conduct our business. We must take advantage of those channels as they are open now to expand the message of the impact of business events in Canada. This means talking to groups outside of our own industry and to individuals besides politicians.
Photo by Praveen Kumar Nandagiri on Unsplash
