Setting a New Pace

In Tim Roby's first few months as president of the Chicago Convention & Tourism Bureau, the city's convention and tradeshow business has been under a microscope.

When the Tradeshow Week 200 came out in April and, for the first time, Orlando had a larger share of the top shows than Chicago, the local press let 'em have it. Then the Food Marketing Institute decided to change the format of The FMI Show and rotate the show that had taken place annually in Chicago for more than 20 years to other cities. At press time, the bureau was awaiting word from the Natl. Restaurant Assn. on whether it would keep its 74,000-attendee annual show in the city, where it's been for nearly 60 years.

But instead of dodging the criticism, Roby, a former hotelier, has embraced it. After the Chicago Tribune ran a story under the headline "Chicago losing ground in convention battle," with the subhead, "In tradeshow war, we're not even the Second City," Roby enlarged the page, hung it on an office wall and advised his staff to "hold their heads high." (On the same day, a headline in the Chicago Sun-Times began with "Orlando slips Chicago a Mickey.")

Determined to lay a new foundation for the bureau, Roby has held strategy meetings, made plans for more services to customers, and implemented horizontal management. He took a break from reacquainting himself with his native Chicago to talk to TSW Senior Assistant Editor Rachelle Crum about how, and where, it's all going.

Question: What have you been up to since April?

Answer: I spent the last two months really talking to customers, stakeholders, people in the city, cultural affairs (executives) with the city, state tourism, chamber of commerce, and the hotel community.

I've really just been on somewhat of a listening tour, while at the same time getting to know the bureau's staff, meeting individually with them. In the past 30 days, we've really started to lay the groundwork to what the bureau's going to be moving forward.

Q: And what is it going to be moving forward?

A: We're in strategy meetings right now, but I could tell you that our mission is to create and improve our business results for McCormick Place and for the city, and to create value for customers, stakeholders and members. If what we're doing doesn't meet one or both of those criteria, then we're not going to be doing that.

Q: Given the recent circumstances, has your new job turned out to be more difficult than you expected?

A: I think it's different. I've taken a business approach to pretty much everything I've done throughout my career, and that's no different here.

Q: What did you think of the media coverage of Orlando's gain, and Chicago's loss, of tradeshow market share in 2005?

A: I think it's fair to say the local press didn't get the fair story. I met with my staff, I told them we got third in the race, there's more race to come and to hold their heads high. We are going to be a very effective, value-oriented, results-oriented organization.

As a matter of fact, I blew up the front page of the (Chicago) Tribune. I'm not afraid of the competition and never have been. I think it's fair to say that I wasn't fazed.

Q: FMI announced recently that it will start rotating to other cities. How do you move beyond losing an annual show that has been in Chicago for more than 20 years?

A: FMI is a show (organizer) that has had some issues with their show in and of itself. I wouldn't be surprised if you saw part of that show remain here in Chicago.

Q: Is there news then that the four other FMI-collocated shows will stay in Chicago?

A: Not yet, but we are talking. We are certainly in conversation with them.

Q: The Natl. Restaurant Assn. recently held its show in Chicago for the 57th year in a row. It's expected to decide soon whether it will stay or move to Las Vegas or another city. What are you doing to convince the association to keep the show in town?

A: I'm working very closely with the Natl. Restaurant Assn. and have been since I've been here. I think we've addressed in our meeting the needs and we've had some great conversations.

Q: The Metropolitan Pier and Exposition Authority (operator of McCormick Place) has made a few labor concession announcements in recent months. What do you say to those that call the changes window dressing?

A: (It) is not window dressing. The planners that we have talked to have greeted this very positively. In fact, I was in a forum yesterday with eight of the top tradeshows that come to Chicago, and they were very positive on the changes.

Q: What else is the bureau doing to combat Chicago's reputation as a tough labor city?

A: This is a slow process. We are listening to the customers. We have a labor council that, in conjunction with the MPEA, the convention bureau and our customers, is working toward resolving these issues.

We need to become, as a bureau, a more valuable resource in attendance-building, in helping our customers become more successful. That is a key part to being a successful destination. We've been successful. Chicago still is a great convention and tradeshow city, and we'll only continue to improve.

Q: What do you think about the speculation in the local press this week that McCormick Place East will be torn down to build an Olympic stadium?

A: I don't comment on speculation.

Q: By the time you arrived at the bureau, a few executives had left, including Acting President Bill Utter, a candidate for your job. You have brought in Mark Theis from San Francisco to head sales and Donna Shaw as vice president of marketing. How do you keep everyone motivated with the turnover and everything else that's going on?

A: My style is horizontal management. I involve pretty much everybody in moving our organization forward. We are relooking at our core values and making sure that we are comfortable with them. Once we are, we will live and breathe them.

Our mission is to get results for the city of Chicago and McCormick Place, and to help make our customers more successful. I'll set that pace. I really strongly believe, from the reaction from (CCTB staff), that they are really glad to be a part of that. We've got some great people here, some great ideas, and we're harnessing that. I think you're going to see — in fact, I know you're going to see — some great things out of the CCTB.

Q: In the bureau's own 2006 competitive analysis survey, the Chicago CTB ranks ninth in the country with a budget of $14.5 million. Las Vegas is No. 1 with a nearly $228 million budget, and Orlando is No. 2 with nearly $41 million. Given what appear to be financial constraints, how do you keep up?

A: I'm going to dance with the person who brought me to the dance. That's our budget. So be it. We're going to spend it and use it wisely.

We lead right now in attendance-building. We are going to provide services to all of our customers and help them build international attendance, domestic attendance, resources, help them with pre(-event), event, and post(-event) public relations. We're going to offer a number of different services, again which is value-oriented.

Q: Is Las Vegas the thorn in Chicago's side that it seems to be?

A: Not at all. I worked in Las Vegas. I know Las Vegas very well. We're not Las Vegas, nor do we want to be Las Vegas.

Q: Some show organizers are placing more emphasis on producing environmentally conscious shows and are trying to select cities based on their green efforts. Is Chicago making any progress in this area?

A: I was just in the middle of a marketing meeting for our new West building, which does meet a green criteria for the rooftop terrace. Obviously, that's an important factor, not only for the planners, but for all of us. I think it will be important for everybody going forward.

Q: I've heard people describe the bureau's board of directors as being unusually hands-on. Is that true?

A: Everyone has been very helpful to me. Our approach, or at least my approach, is to be transparent. We will communicate with all of the stakeholders, and that includes the board of directors.

All I want is for the city of Chicago to be successful in the convention, meetings and leisure travel (business). And everyone that I've talked to, from the mayor's office to the state, is equally committed to that.

I haven't been greeted with what some may perceive as a negative situation. It's been extremely positive. I've been really thrilled with it.

Q: How are you liking Chicago?

A: I'm originally from the area. I spent the last 20 years in different places in the country.

It's a very culturally diverse city. There are activities going on every day. I remember, the second day I was here, I was walking down Michigan Avenue. It was Sunday at 11 and I was just blown away and taken aback by the hustle and bustle and the families shopping. It's just an exciting place. And we've got great people, too.