Is GO WEST Different, Or Is It Just Another Event To Attend?
By Ashley Feldstein
GO WEST was created by event producers Arlene Schilke and Brent Taylor in 2018 - by event professionals, for event professionals. After extensive travelling to professional development conferences held in Eastern Canada and the United States, they recognized the need for this level of education and networking in Western Canada. Between the inaugural event in 2018 and the 2nd annual event earlier this year, the growth was exponential and exceeded expectations.
What makes GO WEST different from other events?
After twenty five years in the industry, the founders of GO WEST wanted to make sure they were delivering an event that not only provided top-notch education but also connected people. One of the most effective ways they did this was by ensuring that everyone has access to everyone. A huge part of this is that speakers are asked to immerse themselves within the event. So not just fly in, speak at your session and leave - but actually stay and be accessible to attendees. This allows attendees to listen to great content from the podium followed by the opportunity to rub shoulders and have coffee with thought-leaders from around the world, thus facilitating more fulfilling conversations within smaller groups. This keeps attendees discussing what has been explored at the event and breaks down the barrier between industry expert speakers, and event professionals.
GO WEST is an event that definitely will keep your days busy, but in such a valuable and positive way. GO WEST strives to be both educational and social and Arlene & Brent have done a great job at breaking up the day between speaker sessions on The Main Stage, deeper dive breakout sessions, interactive tradeshow, networking and socializing. We all know that networking is a very important part of our industry, and mixing the networking in casual fun social settings definitely helps take the pressure off.
The tradeshow floor is referred to as The Experiential Hall, and is hosted on the 2nd day of the event, in the morning. This gives the exhibitors time to prepare and set up their booths and experiences on Monday, so that they can rest up after all the socialization the night prior and be fresh as a daisy for Tuesday morning. The Experiential Hall also gets attendees and exhibitors engaged, because of the activation elements. Booths are required to have an activation in the form of a fun experience. This makes the attendees feel less "hit on" and encourages them to interact. By focusing on experiences, there is less of the selling attitude, and more of a relationship building attitude.
What is MPI Rendezvous?
GO WEST collaborates with the MPI Foundation to host an MPI Rendezvous Event on Monday night, after The Social Event. Rendezvous is MPI Foundation's premier networking events for meeting and event professionals. Last year (GO WEST 2019) was the first year the MPI Foundation hosted a Rendezvous event in Western Canada and they are back again for 2020.
This is important for 2 reasons. The Foundation awards grants and scholarships to event professionals for continuing education so helping them raise money benefits those of us who work in the industry. And secondly, its a perfect opportunity to kick back and socialize with new and old friends. You don’t have to be an MPI member to attend, its open to anyone. Ticket price includes unlimited food and drinks and grooving music.
Event pLANNERS vs event suppliers - who does GO WEST benefit?
If you are an industry supplier, you may think that this is just another event for event planners. Or maybe you’re an event professional that is thinking that this is another event where you're going to be bombarded with sales pitches from suppliers and exhibitors. Let’s look at this from both perspectives.
First Off, Event Planners
This is not just another conference for event planners. This is an immersive event experience, filled with education on topics specifically for event planners; event trends, event design, event marketing, event sponsorship, event technology. The majority of the speakers are not professional speakers with canned presentations. They are thought-leaders working in the industry and they are delivering content to help make you better at what you do. So the education is kick-a$$ but beauty of GO WEST lies in the connections that are made between attendees. There is something to be said about meeting like-minded people who understand your niche and mojo. And top that off with an opportunity to find new resources - the Experiential Hall was filled with hotel properties, off-site venues, decor, tech, tour, a/v, entertainers, speaker bureaus and promotional products. Planners left with bags filled with business cards, swag and inspiration.
If you are a planner within Western Canada, you can find that it may be difficult to convince your boss (even if you are your own boss) to travel to Eastern Canada or down somewhere in the USA (darn that US dollar!) to attend an event. This is an event in our own Western backyard. And GO WEST has partnered with The Westin Edmonton to secure very affordable room rates. Rest assured, based on the speaker lineup, and by speaking with others that have attended previous GO WEST conference(s), you’ll have approval in no time! Prepare to fall in love with this conference and make sure that you have room in your schedule and your budget, for future years.
Attending GO WEST is meant to be an experience, not just another conference. The goal is to bring people together in a fun and relaxed atmosphere to learn, build relationships, and interact with others. West coast style, if you will.
No need to shy away from the tradeshow for fear of being bombarded with sales pitches from suppliers. Arlene and Brent have dismantled traditional booth style and turned this Hall into an experience, which fits in with the style of GO WEST.
Now, If You Are An Industry Supplier
Are you an industry supplier (like me!) and find yourself frustrated after an event about how you’re going to spin your ROI for reporting purposes? You definitely wouldn’t be the first; in fact, I too have felt that and it kinda takes the wind out of your sails. GO WEST has been a game changer for our organization when it comes to building relationships with current clients, and possible future clients.
I personally find that attendees at this specific event, are welcoming. I don’t know if it’s that West Coast hospitality shining through, but the atmosphere is so positive and open. Maybe it’s all part of that GO WEST vibe - there’s just a certain buzz of engagement and positivity throughout every part of the conference. The attendees at the event were excited to be there and talk business.
Whether you are going to attend the conference itself to test the waters and see what GO WEST is all about, or exhibit during the experiential hall, you can’t go wrong. Well, not entirely true - you may kick yourself for not exhibiting once you attend. We did not exhibit the first year, and I can tell you that I ensured we had a booth setup last year. Yes, it is that worthwhile. Where else in Western Canada will you find 400+ event planners all under one roof? Note, if you are exhibiting at GO WEST, there should be an experience, hence the “experiential hall” term for the tradeshow. (And GO WEST has great activation inexpensive ideas if you’re not sure what to do!) Seeing and interacting in such a different way alleviates that dread of sales pitches you can sometimes come across. And while not every exhibitor may be someone you would be working with, it helps to build your network and referrals, for both of you. Win - win!
GO WEST is a one of a kind conference, that I am delighted to have been a part of GO WEST since the beginning. Working with and attending GO WEST has opened up doors of conversations, networking and friendships, that I have yet to find anywhere else. Don’t have #FOMO - join me in Edmonton on January 19-21 to experience an event that is quickly becoming a must attend for industry professionals.
I can’t wait to see you there!
Ashley Feldstein is Senior Account Executive & Digital Media Marketing Specialist at MyBadges.com