Value Driver: Intellectual Capital Broker
Destination Organizations help Event Strategists increase engagement and inspire imagination while creating a sense of place through local thought leaders.
A memorable experience for your meeting attendees is more than an Instagramable moment. If they’re paying and spending time to attend your event, they want engaging education and connections that align with their priorities and resonate on a personal and professional level.
These decision-making factors are why you should leverage intellectual capital as a strategic tool in your planning.
What is intellectual capital, really?
- The knowledge, creativity, innovation, skill, training, proprietary information or expertise that is possessed by an individual, organization or community. This capital can be exchanged for tangible or intangible ROI.
Partnering with the host Destination Organization gives you a connection to the local community to create custom experiences, craft rich content and provide deeper impacts.
Why does intellectual capital matter?
- Creates competitive advantage
- Benefits hosting organization, event stakeholders, attendees, communities and industries
- Creates opportunities for talent attraction and retention
Value proposition: Intellectual experience that could only be experienced in that destination, at that event.
The value to you is attendee satisfaction and tangible impact and ROI to report to stakeholders. For your attendees, it’s interactive expertise and personal growth that they can’t access anywhere else, especially virtually.
Destination Intellectual Capital Core Categories
Intellectual capital goes beyond securing a local keynote speaker. It’s the physical, intellectual, experiential, artistic and cultural assets within the destination. And the Destination Organization is a broker of these different assets.
- Infrastructural and Economic: Can be physically touched or has a monetary value assigned to it (sponsors, exhibitors, impact reports, brick-and-mortar facilities, offsite engagement, specialized equipment)
- Cultural and Creative: Experienced through multiple senses, invokes creativity or has a direct connection to local cultures and arts (cultural or local programs, groups ranging from advocacy to performance, local marketing and media, event or experience design and visual arts, food and beverage)
- Human and Relational: Experienced through an individual’s knowledge or networking and connections (speakers, thought leaders, influencers, entrepreneurs, researchers, educators)
Tips to Integrate Intellectual Capital Into Events
- Evolve Your Approach: Ensure you’re continuously evolving your attendance-driving strategy in updates to your Requests for Proposals (RFPs).
- Foster Creativity With Local Insights: Working alongside the Destination Organization gives you an ally to infuse local culture and unique aspects of the destination into your event, creating an immersive experience that resonates with attendees.
- Impact the Local Community: Ask the Destination Organization about how your event can make a positive impact on the destination, such as supporting local causes.
Working with the Destination Organizations connects you and your attendees with local thought leaders, industries, meaningful entities, artistic and cultural assets, nonprofit organizations, sports teams and more.
Learn more about the resources and insights Destination Organizations offer to maximize your event’s success.