In the #DESIGNtoCHANGE podcast hosted by Ruud Janssen, Drew Holmgreen, CEO of PPAI, shared his journey from Chief Experience Officer at MPI to leading the 120-year-old association representing the branded merchandise industry. Drew reflected on his transition, emphasizing the importance of impactful conversations in driving change and fostering creativity within the industry.
Drew recounted his first days at PPAI, including the PPAI Expo at Mandalay Bay, a flagship event with 16,000 attendees and net promoter scores of 60 for suppliers and 63 for distributors. The Expo serves as a vital connection point for the association's 15,000 member companies, showcasing innovative branded merchandise and fostering collaboration among suppliers, distributors, and business service providers.
Drawing on his MPI experience, Drew shared lessons from hosting the WEC event during COVID-19, which successfully blended in-person and virtual elements. He highlighted the importance of balancing financial sustainability with delivering exceptional experiences, a principle he applies at PPAI.
The discussion explored branded merchandise's role as a marketing channel, with Drew advocating for its inclusion in campaigns to create lasting emotional connections. He cited examples like Stella Artois' innovative merchandise and Promenade's sustainability efforts, emphasizing the industry's creativity. Branded merch, he noted, offers high ROI and longevity, with items like T-shirts having an average lifespan of seven years.
Drew addressed challenges facing the industry, including tariffs, inflation, and supply chain disruptions, which impact costs and sourcing. He highlighted PPAI's advocacy efforts and the launch of a new learning management system to support members. The association is also exploring AI's potential to enhance efficiency and innovation.
Looking ahead, Drew outlined his vision for PPAI, focusing on fostering a positive staff culture, enhancing member engagement, and repositioning branded merchandise as a vital marketing tool. He emphasized the importance of collaboration with organizations like MPI, AMA, and international associations to unify messaging and drive industry growth.
The session concluded with Drew's optimism for the future, highlighting the importance of creativity, resilience, and strategic planning in navigating challenges and advancing the branded merchandise industry.
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In the #DESIGNtoCHANGE podcast hosted by Ruud Janssen, Drew Holmgreen, CEO of PPAI, shared his journey from Chief Experience Officer at MPI to leading the 120-year-old association representing the branded merchandise industry. Drew reflected on his transition, emphasizing the importance of impactful conversations in driving change and fostering creativity within the industry.
Drew recounted his first days at PPAI, including the PPAI Expo at Mandalay Bay, a flagship event with 16,000 attendees and net promoter scores of 60 for suppliers and 63 for distributors. The Expo serves as a vital connection point for the association's 15,000 member companies, showcasing innovative branded merchandise and fostering collaboration among suppliers, distributors, and business service providers.
Drawing on his MPI experience, Drew shared lessons from hosting the WEC event during COVID-19, which successfully blended in-person and virtual elements. He highlighted the importance of balancing financial sustainability with delivering exceptional experiences, a principle he applies at PPAI.
The discussion explored branded merchandise's role as a marketing channel, with Drew advocating for its inclusion in campaigns to create lasting emotional connections. He cited examples like Stella Artois' innovative merchandise and Promenade's sustainability efforts, emphasizing the industry's creativity. Branded merch, he noted, offers high ROI and longevity, with items like T-shirts having an average lifespan of seven years.
Drew addressed challenges facing the industry, including tariffs, inflation, and supply chain disruptions, which impact costs and sourcing. He highlighted PPAI's advocacy efforts and the launch of a new learning management system to support members. The association is also exploring AI's potential to enhance efficiency and innovation.
Looking ahead, Drew outlined his vision for PPAI, focusing on fostering a positive staff culture, enhancing member engagement, and repositioning branded merchandise as a vital marketing tool. He emphasized the importance of collaboration with organizations like MPI, AMA, and international associations to unify messaging and drive industry growth.
The session concluded with Drew's optimism for the future, highlighting the importance of creativity, resilience, and strategic planning in navigating challenges and advancing the branded merchandise industry.
Trevor Lui #DESIGNtoCHANGE Year+2 with Ruud Janssen
Event Design Collective PODcasts
51 minutes 49 seconds
4 months ago
Trevor Lui #DESIGNtoCHANGE Year+2 with Ruud Janssen
See Key Takeaways, Idea Cloud and Summary courtesy of Snapsight here: https://www.snapsight.com/live-channel/752ca1f9-fe66-4245-b823-199da408a601/e1be71ca-a1cb-4f34-8ecd-1d9e0efd487e/attendee?tab=takeaways
Summary
In the latest #DESIGNtoCHANGE podcast, host Ruud Janssen (https://www.linkedin.com/in/ruudwjanssen) engaged Trevor Lui, President of Highbell Hospitality Group and Chair of Destination Toronto's Board (https://www.linkedin.com/in/trevor-lui-773aa69/ ) , in a dynamic discussion about innovative event management and destination marketing. Trevor shared insights from a recent 7,000-person event in Toronto, where he logged an impressive 80,000 steps over three days, orchestrating the service of 33,000 food portions.
The conversation highlighted Destination Toronto's bold "100% campaign," showcasing the city's unparalleled diversity. With 26.5 million annual visitors and a population speaking over 200 languages, Toronto's multicultural fabric is central to its appeal. Trevor emphasized the importance of exploring beyond downtown, citing Scarborough's empanada shops as examples of authentic experiences that resonate with visitors. (see also https://www.destinationtoronto.com)
Trevor introduced Destination Toronto's innovative free membership model, designed to integrate a wider range of businesses into the city's tourism ecosystem. This approach aims to involve smaller enterprises, from corner cafes to local galleries, in shaping visitors' experiences. Drawing parallels, Trevor recounted his own explorations in Las Vegas, venturing beyond familiar conference venues like Mandalay Bay and the Venetian to discover hidden gems in Clark County, such as the vibrant Broad Acres flea market.
Looking ahead to the 2026 FIFA World Cup, co-hosted by Canada, USA, and Mexico, Trevor stressed the need for collaboration to celebrate cultural diversity despite potential geopolitical challenges. He sees this event as an opportunity to showcase North America's unity and hospitality on a global stage.
Throughout the discussion, Trevor highlighted the value of the Event Canvas tool in strategic planning, demonstrating how it can be applied to create more impactful and memorable experiences. His insights from both Highbell Hospitality Group and Destination Toronto underscored the importance of flexibility, creativity, and inclusivity in modern event management and destination marketing.
In conclusion, this #DESIGNtoCHANGE session offered a compelling vision for the future of hospitality and event management. Trevor Lui's experiences and strategies, from leveraging Toronto's diversity to exploring hidden gems in global cities, provide a roadmap for creating authentic, engaging experiences in an ever-evolving landscape. By embracing diversity, fostering community engagement, and adapting to changing preferences, event planners and destination marketers can create truly transformative experiences for visitors from around the world.
Event Design Collective PODcasts
In the #DESIGNtoCHANGE podcast hosted by Ruud Janssen, Drew Holmgreen, CEO of PPAI, shared his journey from Chief Experience Officer at MPI to leading the 120-year-old association representing the branded merchandise industry. Drew reflected on his transition, emphasizing the importance of impactful conversations in driving change and fostering creativity within the industry.
Drew recounted his first days at PPAI, including the PPAI Expo at Mandalay Bay, a flagship event with 16,000 attendees and net promoter scores of 60 for suppliers and 63 for distributors. The Expo serves as a vital connection point for the association's 15,000 member companies, showcasing innovative branded merchandise and fostering collaboration among suppliers, distributors, and business service providers.
Drawing on his MPI experience, Drew shared lessons from hosting the WEC event during COVID-19, which successfully blended in-person and virtual elements. He highlighted the importance of balancing financial sustainability with delivering exceptional experiences, a principle he applies at PPAI.
The discussion explored branded merchandise's role as a marketing channel, with Drew advocating for its inclusion in campaigns to create lasting emotional connections. He cited examples like Stella Artois' innovative merchandise and Promenade's sustainability efforts, emphasizing the industry's creativity. Branded merch, he noted, offers high ROI and longevity, with items like T-shirts having an average lifespan of seven years.
Drew addressed challenges facing the industry, including tariffs, inflation, and supply chain disruptions, which impact costs and sourcing. He highlighted PPAI's advocacy efforts and the launch of a new learning management system to support members. The association is also exploring AI's potential to enhance efficiency and innovation.
Looking ahead, Drew outlined his vision for PPAI, focusing on fostering a positive staff culture, enhancing member engagement, and repositioning branded merchandise as a vital marketing tool. He emphasized the importance of collaboration with organizations like MPI, AMA, and international associations to unify messaging and drive industry growth.
The session concluded with Drew's optimism for the future, highlighting the importance of creativity, resilience, and strategic planning in navigating challenges and advancing the branded merchandise industry.
