Rethinking the Convention: AIA and Beyond

A transition from ghost town to bustling convention.  All it takes is some rethinking.

We’ve discussed some issues at the AIA national convention, namely that it could have been better attended. The lack of bodies (plus the pricey cost for a lead) led to an uneventful show with the numbers to prove it. Perhaps the lack of general desire to attend the show – both the actual convention and the virtual show – is where the problem begins.

And where the solution resolves.

Yes, we recognize there are outside forces at work. But AIA needs to find the balance between a unique in-person experience and an accessible online show in order to be relevant. There must be qualities of each that make us eager to explore what the national convention offers on both ends providing fundamentally different, yet exciting experiences. AIA must prove that the national convention can be even stronger than it used to be.

And it must understand it’s the in-person experience that must come first.

Let’s compare the in-person experience to the potential virtual. Of course, many offerings are the same. Key vendor information and keynote speakers aren’t to be magically changed. But certain things at the AIA are simply unavailable online, to their benefit. The energy and buzz of the show floor, networking opportunities, personal interactions with company representatives, and even in-company/firm camaraderie can be huge benefits for in-person attendees.

Now they must build upon these offerings, which doesn’t necessarily require adding more activities at the convention. Instead, understand what makes AIA great and build upon it. Redesign a show into something that simply can’t be missed.

Let’s take some cues from the world of sports.

Nowadays it’s easier than ever to experience a game from the comfort of your living room. Yet, ticket prices in professional sports continue to rise. Obviously, there’s something special about being at the arena for the live event. Maybe it’s the free t-shirts they throw to the fans. Maybe it’s the combination of music and pyrotechnics. Or maybe it’s the feeling you get when you jump out of your seat, accompanied by the screams of thousands of fellow fanatics.

The AIA national convention needs to be an experience. What keeps fans coming back to sporting events isn’t the actual game. It’s the smells, sounds, feelings and people that make attending sporting events so popular. There’s a reason Apple’s Worldwide Developer Conference sells out in two hours.

But that doesn’t mean the digital experience can’t be made better. In fact, they should work together. Stay tuned to see why.

Part 1: Back of the Napkin: Doing Some Math at the AIA Show

Flickr photo courtesy of ikaink