The continued adventure of establishing a bold event brand in NZ.
Last week was the third Creative Leadership NZ (and second time) at, NZ’s new Institute of Creativity, Te Auaha. It was another sold out affair hosting nearly two hundred humans exploring the intersection of creativity and leadership.
The feedback has been very positive with the general theme of ‘warmth’ coming through. The speakers modelled this in their talks and delivery plus openness to connect in the breakouts, as well as the eagerness of the delegates to embrace the opportunity to share their stories whilst participating in the sessions and / or conversations with others.
As you can see from above, over two thirds of attendees have female names and anecdotally the average age is about thirty-five to fourty.
This year over eighty cross sector organisations and brands were represented, aiding the variety of discussions and connections made in this community of leaders. In theory, the experience and learnings will be taken back to the seven and a half thousand people managed by the delegates.
CLNZ truly bucks the trend of other leadership conferences, away from the pale, male and stale.
What an amazing array of folks we had this year. Tried really hard to again balance the breadth of arenas in the two respected focusses of the conference and the delegate feedback has reflected that aim.
This year I put together a speaker guide which simplified communications of all the aspects of the conference whilst also outlining expectations.
As an aside, one of the overseas speakers pulled out with three weeks to go before the event due to a board meeting timing change which they had to be at. This added thousands to the costs with all the flight changes which had to be made. A fun little hurdle to get over although after a couple of days of panic it all came good.
Sponsors / Partners
This year was the first time CLNZ took cash sponsorship. The Institute Of Management New Zealand (IMNZ) was the founding sponsor and with that got featured heavily in all promotions, received a bunch of VIP passes to share to staff and clients plus also had the opportunity to run an interaction to engage with the delegates. The monies received enabled some additions to the conference (see below in ‘extra costs’).
The second sponsor was for our technical side of the event and enabled the recording of the main keynote talks for the first time (which will be released in the new year). NW Group stepped into this role and looking forward to releasing the videos early next year of the main keynotes.
The other partners contributed either cut-rate services and / or free plus financial grant support for specific speakers.
Finances / Extra Costs
As with previous conferences CLNZ19 was profitable and very pleased to again increase the profit margin from last years event.
All speakers were remunerated financially plus many of them had their expenses covered. When a significant promotional support didn’t transpire I had two invest in a third party agency to assist in the marketing and sales. Other costs included:
- Reprint of event brochure due to design error (click the above for pdf version);
- Banner for arrivals and video backdrop;
- Massage therapists for interactions;
- Carpet tiles to make speaker rug;
- Recording / editing of all keynote talks.
Over half a dozen folks registered who then didn’t pay / attend which equated to over four thousand potential profit lost so next year will have to think how to manage this.
As with the first two years, did a lot myself, including: speaker curation, PR content (like the example above, here are the rest of them: David Bill, Emily Chang, Kaila Colbin, Greg Broadmore, Samantha Gadd, Sarb Johal, Savannah Peterson, Selina Tusitala Marsh, Topaz Adizes, Trent Yeo.), event design, partner / sponsor negotiation / management, website manager, majority of marketing and sales, delegate invoicing, event management, MC’ing etc.
Even though we sold out the week before, definitely need help in the area of ‘Sales’ as have no interest in this area (so feel free to reach out if you can assist for 2020).
The video above played when delegates arrived into the main theatre and was crowdsourced from the registration process. It served to prime the audience and get them situated into the subject matter of the conference.
The massage therapists I have seen and done in previous events so was a lovely addition to this years offering and was constantly utilised.
Our main sponsor IMNZ installed a Christmas tree and invited delegates to write a future message to themselves along the lines of the event theme of ‘nurturing courage’:
At the opening of the second day, I ran an exercise exploring where delegates ‘stand’ on certain topics and get them in the interactive and exploration mindset for the masterclasses:
Lessons / Future
Last year the three future aims for the 2019 event were to gain sponsorship (tick), record videos (tick), build an ongoing community opportunity (ongoing).
For 2020, the focus will be on:
- Building out the interactions both in the main theatre and break out spaces to promote connection through conversation;
- Been approached to explore hosting the event in Auckland by an attendee who is from a major institution up there so will explore that;
- Further financial sponsorship which amplifies the conference values and offer.
Due to the positive feedback specifically relating to the venue have already booked in next years event which will be Monday 30th November & 1st December 2020, put it in your diaries now!
Photos – Day One & Two
So did you attend and if so how was it for you? Are you a creative producer who can answer some of the challenges I have above? Any other observations for me?