The Business Side of Events Nobody Talks About with Stuart Ruff-Lyon Titelbild

The Business Side of Events Nobody Talks About with Stuart Ruff-Lyon

The Business Side of Events Nobody Talks About with Stuart Ruff-Lyon

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 It was the last day of RISKWORLD 2023. The show had been the best one yet. Danica Patrick was about to take the stage for the closing keynote.Then Stuart Ruff-Lyon got pulled from the show floor and walked, without explanation, to a room where the Chief of Police of Atlanta was waiting.Two miles away, there was an active shooter on the loose. Four hotels on lockdown. Two shuttle routes stopped. Nine thousand attendees in the building.In this Dynamic Dialogue After Show, Megan Martin and Stuart Ruff-Lyon go through the whole story, minute by minute, from the walk down that hallway to the decision to cancel the finale, to what RIMS did publicly afterward that the entire events industry should study and copy.But this episode is bigger than one incident. It is the full behind-the-scenes career of the person who turned a 60-year-old conference into a global brand, survived a ransomware attack on the morning of a show, led his professional association through a pandemic as board chair, and now oversees events, sales, and marketing for one of the most recognized societies in the world.This is what it looks like to go wide from the inside.What You'll Learn:What was happening in the RISKWORLD command center in Atlanta that 9,000 attendees never sawWhy RIMS made their entire crisis after-action review public and what that decision cost them and gave themHow Stuart went from Director of Meetings and Events to Chief Commercial Officer at the same organization and what he had to learn that no job description ever mentionsThe real story behind rebranding a 60-year-old conference, from the research and outside firms to the board conversation and the pandemic delay that almost derailed the launchWhat RIMS' 365-day strategy actually looks like in practice, from selling next year's show before this year's show closes to building community beyond the four days on the floorHow RIMS thinks about event revenue as a percentage of total association income and what that accountability looks like for an event teamWhat event professionals fundamentally misunderstand about the business they are actually inThe one metric this industry is obsessed with that Stuart thinks tells us almost nothing (it is the room block and the reason will change how you think about destination ROI)What association leaders say behind closed doors about events that never makes it into the conference presentationResources Mentioned:RIMS Active Shooter Resources and After Action Review — the full report Stuart references about the 2023 Atlanta incident, including the minute-by-minute after action review and RIMS' security enhancementsComprehensive Risk Management Guide: https://www.asaecenter.org/about-us/news_releases/2024-news-releases/asae-collaborates-with-industry-leaders-to-produce-comprehensive-risk-and-crisis-management-toolkit-for-associationshttps://associationsnow.com/2023/05/how-one-association-handled-an-active-shooter-incident-in-conference-city/Adam Grant — Think Again — the book Megan references in conversation with Stuart about rethinking assumptionsConnect with Megan Martin: LinkedIn | msquareddynamics.com | @M2Dynamics on social mediaConnect with Stuart Ruff-Lyon: LinkedIn | RIMS.orgHave an event story or a Vent of the Week worth sharing? Submit it at eventaboutitpodcast.com for a chance to be featured on a future episode.Until next time, stay curious.
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