"When we meet, we change the world." MPI’s brand tagline is not hyperbole—meetings and events play a critical role in the social and economic framework of life on Earth. But are we selling ourselves short? An annual gathering in Colorado Springs, Colo., attracts attendees who look beyond the comfy confines of our home world to something considerably vaster: space.
Bringing 12,000 space professionals, business leaders and decision makers together for Space Symposium is not without its challenges, but the benefits are myriad, according to Danielle Austin, director of events for Space Foundation, a nonprofit founded in 1983 that has hosted Space Symposium since 1984.
"The global space economy is targeted to surpass $1 trillion by the end of the decade, and the industry employs hundreds of thousands of people with millions more dependent upon space for national security, critical infrastructure operations and economic opportunity and competitiveness," Austin says.
With more than 90 countries involved with space activities, along with thousands of companies that operate within the global space community, an event such as the annual Space Symposium plays an important role by bringing stakeholders together to do business, improve understanding and expand networks across all space sectors, according to Austin.
Shaping the space ecosystem
Space Foundation offers a gateway to STEM and STEAM education, information and collaboration for space exploration and space-inspired industries that define the global space ecosystem. The foundation’s Space Symposium is the premier gathering of the global space community, intended to inform, engage and help connect space leaders with one another.
"The event consists of four full days of programming across two soldout venues," Austin says. "The event includes senior leaders from more than 40 countries across industry, government, space agencies, military commands, investors, entrepreneurs and innovators. The symposium also includes a sold-out exhibit hall of over 240 exhibits showcasing cutting-edge technologies, applications and activities that shape the world’s space ecosystem."
The success of the symposium is measured by attendance, the quality and quantity of industry partnerships formed, technological advancements showcased on the exhibit floor and the overall feedback from attendees and partners.
"We’ve seen an incredible increase in attendance numbers over the last few years, which speaks to the exceptional quality of our presentations and the extraordinary caliber of our speaker lineup," Austin says.
Of course, planners must stay light on their feet and ready for event changes at any time. Austin says one change that had to be made during the execution phase of the 2023 symposium actually led to one of the highlights of the event.
"Due to unforeseen circumstances, our keynote speaker cancelled hours before one of our biggest events," she says. "The team was able to pivot and pull together a fireside chat with Master Gunnery Sgt. Scott Stalker, command senior enlisted leader for U.S. Space Command. From a leadership perspective, his ability to inject valuable insight, inspiration, humor and humility captured the audience’s attention and left a lasting impression on everyone in the room. It was such a great interview, and one we wouldn’t have had the honor of listening to had things not changed at the last minute."
Partners are key to success
Events by their sheer nature present certain challenges, according to Austin, especially when it comes to the logistics for an event the size and scope of Space Symposium.
"Coordinating housing and transportation for tens of thousands of attendees are some of our of our biggest challenges," she says. "As our attendee base grows, the demand for meeting space and lodging increases."
Often, meeting planners are forced to get creative with space management and must learn to lean on partners, Austin says, noting a hotel challenge she faced two years ago.
"One of our largest hotel partners sold to an out-of-state investment firm who decided to turn the hotel into apartments," she says. "They chose not to honor our housing contract (which had a no-walk clause) and displaced 200 of our attendees two weeks prior to the event. Being so close to the event, much of the inventory was already sold out, so we worked closely with Visit Colorado Springs and our other hotel partners to relocate all the attendees within 72 hours. It is a true testament to the strong relationships we have built throughout the city and enforces our belief that our partners are critical to our success."
Because Space Foundation was chartered by veteran space community leaders in Colorado Springs, The Broadmoor was a natural partner (and valued neighbor) for the organization to work with when establishing the annual Space Symposium, Austin says. "At the first Space Symposium in 1984, all of the presentations and exhibits were held in International Hall at The Broad-moor," she says. "As our program and exhibits grew exponentially over the last decade, we needed more space. Bartolin Hall at The Broadmoor was built to help support that growth. Now we have complete venue buyouts at both The Broadmoor and Cheyenne Mountain Resort. We also contract with 30 other hotels across the city and bring in 20 shuttles to get our attendees to and from the event venues."
The Broadmoor has also worked with the Space Symposium team to elevate the food and beverage offerings over the years, evolving to accommodate the diverse cultural and dietary preferences of attendees, Austin says.
"Years ago, the focus was on standard fare like boxed lunches, basic chicken or basic beef dishes," she says. "However, as Space Symposium grew in popularity and sophistication, we’ve been able to offer more varied meal options that match the demands of our global attendees. We really work hand-in-hand with The Broadmoor to curate event menus that offer a wider selection of cuisines, healthier choices and accommodations for special dietary needs like kosher, vegan, vegetarian and gluten-free options. We’ve also introduced themed receptions featuring innovative food and beverage pairings and interactive stations."
Why do you love being a meeting planner?"I’ve always considered event planning much like putting together a puzzle. Each aspect of an event—from vendor and venue selection to managing logistics, contracting, sponsorships and programming—is a puzzle piece that needs to be considered and placed in just the right position. Like a puzzle, meeting and event planners must consider the big picture while paying attention to the details to ensure everything fits together seamlessly. When unexpected challenges arise, we have to adjust and reconfigure the puzzle to achieve the desired outcome. It all requires strategic and creative problem-solving skills, and when you can do that successfully, there’s no better feeling."– Danielle Austin, director of events, Space Foundation
Austin says The Broadmoor places customer service above all else, a philosophy shared by every staff member at the Space Foundation.
"The desire to provide exceptional service to our attendees permeates everything we do at the symposium," she says.
Pierre Stone, director of conferences and catering for The Broadmoor, says by comprehensively understanding the requirements of its diverse meeting attendees, the resort has tailored networking F&B options to align with attendee agendas and goals.
"We also appreciate the need for social settings where guests can meet and mingle," she says. "We have responded by creating additional networking areas around the main meeting venues."
Stone says The Bartolin Hall Bistro mobile app has improved the speed of food service, and other food and beverage options at The Broadmoor have been revived or expanded, from the popular Blazin’ Brisket Pop-up Food Station to the locally sourced, globally inspired lunch menu at the Natural Epicurean.
Kathy Reak, CFMP, vice president of sales for Visit Colorado Springs, says Space Symposium is estimated to generate millions of dollars in economic impact to Colorado Springs and the Pikes Peak Region each year.
"Space enthusiasts come from across the globe and fill hotel rooms, rent cars, dine at restaurants and visit tourist attractions," she says. "Attendees get inspired by their experience and book their own upcoming meetings and events in our destination."
Colorado Springs has grown immensely over the last several years despite challenges faced by the pandemic—opening many new restaurants, sporting venues, shops and more, according to Reak.
"Part of the ‘City for Champions’ projects, both the U.S. Olympic & Paralympic Museum and Weidner Field are state-of-the-art venues that opened in downtown Colorado Springs," she says. "Sunset Amphitheater—a new venue for music and entertainment—opens in summer 2024. By the end of the year, Hotel Polaris at the U.S. Air Force Academy will open with even more meeting and event space for planners to consider."
