The 2016 International Convention Center Conference takes place next month, October 27-29, in Pasadena, California. Attendees will experience high-level educational content along with captivating keynote speakers.
One of those speakers is Ed Corey, chief operating officer of the Tournament of Roses. We recently spoke with him to learn more about his keynote address and his thoughts on the industry.
IAVM: Your keynote will address how the Tournament of Roses continues to evolve. Can you speak to that a bit and share a couple of ways the organization stays fresh and forward in people’s minds, especially with so much entertainment competing for attention nowadays?
Ed Corey: Any event that has 128 editions has to continue to look at ways to continue drawing attention to the event. We are fortunate in that the history of the Tournament continues to bring in generations of new viewers. To continue to evolve and attract new viewers, we are enhancing our digital offerings on all platforms, including social and our website. We continue to work with float participants in creating floats and entries that are relevant to wide and diverse audiences such as attracting entrants such as the Lakers, the NHL, Downton Abbey, and others who have natural followings. We are aware of the available entertainment options but we continue to brand ourselves as the place to be to welcome the New Year.
IAVM: What experiences best prepared you for your current job as COO?
EC: My track to this position was actual Tournament experience. I started with the Tournament in various functions more than 30 years ago and continued to learn. My background in various operations provided a good foundation for this role. This job, and many others, requires that you try not to micro-manage the event. There are far too many moving parts. Our sheer number of conflicting events makes it impossible for any member of our staff to attend them all. Success requires a grasp of the big picture. My training as a lawyer has also certainly helped navigate some of the issues being addressed in our business.
IAVM: What’s the biggest story in the industry at the moment?
EC: The biggest story in this industry and with anyone who runs events or venues is security. As will be discussed at the meetings here in Pasadena, the events around the world dictate the measures that need to be taken. How we respond and how we handle the considerable expense associated with the effort consumes a great deal of time. This is an area where event and venue managers and producers are not in control and our actions typically become responsive.
IAVM: Who has influenced you the most in your career and how?
EC: Many people here in the Tournament have been great examples but one in particular, Bill Lewis, was a great influence. Bill was a former member and ran our Game as a volunteer for many years. He was the consummate leader. He took everyone’s opinion but you knew he was in charge. We became great friends and was a great influence.
Register now for the International Convention Center Conference. See you there!
