Hospitality Industry Discussion with PCMA

EPISODE 28|Hospitality Industry Discussion with PCMA

Brooke and Cody are joined today by Sherrif Karamat, President and CEO of PCMA, to talk about the benefits of embracing digital and how he's seeing an increased collaboration in the hospitality industry. 

We discuss everything from the relationship between the planner and supplier, to PCMA's approach to helping through COVID situations. Sheriff also shares the emerging trends he believes we will see in the next 6 - 12 months. Check out how you can get involved with PCMA and their supportive community at

As a special bonus, listen in to hear more about Cvent Connect Virtual! From August 25 - 26, we will provide 28 live breakout sessions, virtual meetups and appointments. Check out to register for free today!


  • Sherrif Karamat, President and CEO, PCMA


  • Brooke Gracey, Senior Manager, Demand Generation, Cvent
  • Cody Liskn, Team Lead, Event Quarterback Team, Cvent

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00:00:06.569 --> 00:00:12.000 

Brooke Gracey: Welcome to the how great events happen podcast we are broken Cody and we are your podcast hosts.

00:00:12.509 --> 00:00:18.870 

Cody Liskh: But today's episode is another special edition video cast coming to you from our personal home offices in Portland, Oregon. 

00:00:19.260 --> 00:00:32.040 

Cody Liskh: And just like most of our listeners. We are also pivoting temporarily to work remotely, but we noticed even more important than ever to continue having relevant conversations about what is happening in the event industry, given our world's current situation. 

00:00:32.400 --> 00:00:42.930 

Brooke Gracey: We're so excited today. We're joined by Sheriff care, Matt. He's the president and CEO of PC ma, and he's going to talk to us about the current state of affairs and the meetings and hospitality industry. 


00:00:43.320 --> 00:00:49.440 

Cody Liskh: Yeah, he's also bringing us a great global perspective to the conversation as well. So share. Thank you so much for joining. 


00:00:50.190 --> 00:00:53.130 

Sherrif Karamat: Brooke and Cody. Thank you very much, delighted to be here. 


00:00:53.490 --> 00:01:00.480 

Cody Liskh: Of course, we'll go ahead and dive right in. Can you give us a little bit of background on how you ended up at PC MA and your journey to becoming the CEO. 


00:01:00.810 --> 00:01:09.840 

Sherrif Karamat: You know it is a long story, but I'll tell you, I never thought I would be in the business event space or the meetings industry. I always wanted to be in 



00:01:11.040 --> 00:01:20.760 

Sherrif Karamat: Marketing and be a CMO for baseball franchise or sports franchise, but obviously didn't work out the way I had planned and 



00:01:21.510 --> 00:01:30.870 

Sherrif Karamat: And one thing led to another, but the owner of I sort of the soccer team and the owner of that soccer team actually owned nine hotels. 



00:01:31.290 --> 00:01:39.330 

Sherrif Karamat: And that led me into the hotel business that led me to the CV business unlike the current situation we're in covert 



00:01:39.840 --> 00:01:50.760 

Sherrif Karamat: It's interesting that you asked me that question because back in 2003 there was something called SARS, and a different type of coronavirus and that virus led 



00:01:51.270 --> 00:02:08.490 

Sherrif Karamat: Me to PC MMA actually to work for PC me because the CEO then CEO of PC MMA came to my city and and and offered to help, help me with SARS and and and following SARS. 



00:02:09.030 --> 00:02:22.920 

Sherrif Karamat: He offered me a role at a PC ma so that started the journey at PC MA I was vice president of sales and sponsorship that then led to me, becoming the CEO of PC MA and during the course of 



00:02:23.430 --> 00:02:38.040 

Sherrif Karamat: Being a seal, I was very instrumental in in crafting a new strategic plan and a new global vision for organization and and after at that time. Our then CEO decided to leave and 



00:02:38.700 --> 00:02:51.720 

Sherrif Karamat: And I was, I was selected as the candidate to run the organization and I was pleased to because it was building on the strategy and the vision that we had to go. So it was just a natural fit for me anyway. 



00:02:52.560 --> 00:03:01.410 

Brooke Gracey: That's such a interesting journey. I feel like every time we talked to people in the planning or the meeting space. They all have kind of a crazy way of 



00:03:01.710 --> 00:03:13.080 

Brooke Gracey: How they got there. I love that it came from sports and we are obviously familiar with PC, Ma, a lot of our listeners are as well. We've been hearing about the digital experience Institute. 



00:03:13.560 --> 00:03:23.280 

Brooke Gracey: For a while now. Tell us a little bit about PCI may is digital experience Institute, but also curious about how its mission does change, especially over the past eight or so weeks. 



00:03:23.400 --> 00:03:27.870 

Sherrif Karamat: Yeah, you know, you're asking such interesting questions and timing. 



00:03:28.440 --> 00:03:39.030 

Sherrif Karamat: Makes it quite interesting. I'll tell you, first and foremost, we always felt that digital extensions of events was critically important. And I'll talk to you a bit about that in a moment. 



00:03:39.510 --> 00:03:53.520 

Sherrif Karamat: But the first thing is 1010 years ago we on PC may bought a company called the virtual edge institute that we ultimately changed its name to the digital experience Institute. 



00:03:55.290 --> 00:04:07.350 

Sherrif Karamat: The eye and and 10 years ago our annual event convening leaders was in Las Vegas. And when we were in Las Vegas. The following year, we were going to San Diego and 



00:04:08.070 --> 00:04:17.430 

Sherrif Karamat: Las Vegas was the first year we did live stream and additional event when we went to San Diego our attendance grew by 10% 



00:04:17.880 --> 00:04:32.310 

Sherrif Karamat: And our costs were were much higher. But our attendance to grow by 10% and 90% of the growth in attendance. They told us that our attendance grew because they saw us on a digital platform. 



00:04:32.820 --> 00:04:42.330 

Sherrif Karamat: And that was really interesting. So it really made PC may start investing in digital events. So I want to give you an analogy, bro. And 



00:04:42.720 --> 00:04:48.720 

Sherrif Karamat: Just because before I answer the second part of your question, I want to give you an allowed Jen and then go back to sports. 



00:04:49.050 --> 00:05:03.570 

Sherrif Karamat: And let's think of baseball and I'll use Chicago, so forgive me, because you're from Oregon, but I'm going to Chicago Cubs and imagine that the stadium is 60,000 or 80,000 right and imagine that's all you could hold 



00:05:04.590 --> 00:05:14.760 

Sherrif Karamat: Right, then you would only have an a base of 80,000 to work with. So think of a convention center a hotel that it can hold 25,000 10,000 or 500 



00:05:15.120 --> 00:05:22.440 

Sherrif Karamat: If that's all they could do if the event organizer. That's all they could do it would be very limiting. But now, think of 



00:05:22.950 --> 00:05:30.480 

Sherrif Karamat: The same baseball stadium, or the same convention center with 80,000 fans, but then you stream into 80 million 



00:05:31.470 --> 00:05:41.940 

Sherrif Karamat: And you and you broadcast it to 80 million. Well, what is different about that is that there are people who organize the physical game the players the umpires 



00:05:42.480 --> 00:05:50.280 

Sherrif Karamat: The fans that come to the game and so forth. But, but if you want to take that to a different audience and online audience. 



00:05:50.760 --> 00:05:59.910 

Sherrif Karamat: A viewing audience, you have to be very, very different. You've got to have announcers broadcasters instant replay color commentator production. 



00:06:00.660 --> 00:06:03.720 

Sherrif Karamat: camera crews and so forth, a very, very different skill set. 



00:06:04.470 --> 00:06:12.480 

Sherrif Karamat: Well, you need to think of all those things. And this thing. It's not about just taking the physical came and put it online if you didn't have 



00:06:12.690 --> 00:06:22.710 

Sherrif Karamat: All those enhancements, the game would be very different chance or might not be exciting to watch so PC me over the past two months have gone through that very much the same way. 



00:06:23.400 --> 00:06:33.390 

Sherrif Karamat: Teaching people how to do effective online events and visual events and everything from podcast to to to online events. 



00:06:34.170 --> 00:06:49.380 

Sherrif Karamat: It's a skill. It's using different techniques and it's also making trying to make that as engaging as possible and and to way multiple ways as possible so PC is fast track many of its programs over the past two months. 



00:06:50.100 --> 00:06:59.940 

Sherrif Karamat: Instead of these long courses will really fast track them use a lot more video lot more interactivity induced AI and AR into the 



00:07:00.450 --> 00:07:12.990 

Sherrif Karamat: Into our programs to allow for better engagement better interaction, more, more hands on time so that people can engage in the material and actually upscale as quickly as possible. 



00:07:13.410 --> 00:07:26.340 

Sherrif Karamat: The result has been very, very surprisingly good in the sense that we are seeing people from around the world getting involved and and even organization wide. 



00:07:27.240 --> 00:07:37.020 

Sherrif Karamat: They're getting involved in the course material so that they can they can I hate the dreaded P word these days, but they can pivot their organizations as quickly as possible. 



00:07:38.490 --> 00:07:41.220 

Brooke Gracey: Yes, we've been using the P word quite a bit recently happened. 



00:07:43.080 --> 00:07:46.020 

Sherrif Karamat: I'm trying to create a different word from pivot word 



00:07:46.830 --> 00:07:47.340 




00:07:48.630 --> 00:07:55.680 

Cody Liskh: I love that analogy. You just gave about the you know the baseball game. I mean that's something that everybody can relate to. 



00:07:55.980 --> 00:08:05.880 

Cody Liskh: You go to a baseball game and it's one experience, but the reach that you get is really limited and by broadcasting it and thinking about it kind of from an event production standpoint. 



00:08:06.240 --> 00:08:14.370 

Cody Liskh: That's when you get a different experience. But it's also, you know, this cool baseball game that we're all here to see in the first place. I just love that analogy. 



00:08:15.060 --> 00:08:23.310 

Cody Liskh: I was hoping you could talk to us a little bit more about how the pandemic has accelerator industries moved to a duel offering with the digital and in person event production. 



00:08:23.940 --> 00:08:35.340 

Sherrif Karamat: You know, you let me answer that in a couple of ways. One is that certainly what I found a pandemic has done. It's made us more open to failures. 



00:08:35.850 --> 00:08:45.060 

Sherrif Karamat: Made us more open to changes and more accepting of people trying different things. So you they have been more 



00:08:45.840 --> 00:08:59.070 

Sherrif Karamat: Liberty in allowing organizations and individuals to take chances and risks to try something new to engage audiences. So it certainly is about that and you 



00:08:59.760 --> 00:09:11.670 

Sherrif Karamat: Think of this today, you're running at 100 miles per hour, and suddenly you're no longer able to run, but you still need to go somewhere. 



00:09:12.390 --> 00:09:19.080 

Sherrif Karamat: Or you you know you you have to go from point A to point B, but you can no longer do it in the traditional means 



00:09:19.470 --> 00:09:25.830 

Sherrif Karamat: Our traditional means was very much face to face, and that was completely cut off, not by anyone's choice. 



00:09:26.550 --> 00:09:49.650 

Sherrif Karamat: But what it did was forced you to look at other mediums and look at ways other ways of engaging we as human beings we like community. We like engagement. We like belonging and we like social interactions. And so, subsequently, we had to quickly. We had to quickly do that i i would say this. 



00:09:50.820 --> 00:10:09.030 

Sherrif Karamat: That's been sort of a catalyst, or if it was an a point in time that allows us to do that quicker. However, I do believe that if you think of people's pain points, the consumer pain points and the customer pain points. 



00:10:10.080 --> 00:10:19.500 

Sherrif Karamat: Those things should that should be digitized should have already been digitize and and the reality is that we've taken way too long. 



00:10:19.920 --> 00:10:26.820 

Sherrif Karamat: And actually what we could have done is grown our audience even considerably bigger and face to face, much bigger. 



00:10:27.090 --> 00:10:35.940 

Sherrif Karamat: Because when you take things on a digital format, you're exposing your products, your services and your industries to such greater audiences. 



00:10:36.480 --> 00:10:48.030 

Sherrif Karamat: Then you would have ever imagined. So I just think as as dire as these times are with with sort of the, the human healthcare toll that's had on entire world. 



00:10:48.390 --> 00:11:02.220 

Sherrif Karamat: I think there's opportunities that have come to sort of say for companies for individuals to open up in an era when we when we've got many of the tools now to access access digital platforms. 



00:11:04.980 --> 00:11:07.290 

Brooke Gracey: I like I like what you said there about we should 



00:11:07.650 --> 00:11:14.550 

Brooke Gracey: Probably have been doing this anyway, right. So this is kind of just getting us they're probably a little bit quicker. 



00:11:14.760 --> 00:11:30.180 

Brooke Gracey: And it's true. You know, we're trying different things. We're all getting really creative, but there is this capacity for failure or maybe it's not as exactly smooth as we would want it to be. But we all know we're just trying to trying some of these new things and so 



00:11:31.650 --> 00:11:36.210 

Sherrif Karamat: Let me, let me jump in here and say this, you know, there is 



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Sherrif Karamat: There's something actually very raw and real about this environment that if it's too scripted to choreograph, it is not viewed as authentic. 



00:11:50.730 --> 00:12:02.730 

Sherrif Karamat: And this is also allowing for that sort of experimentation. People want to see the realness in us, because that's what endeared face to face with all of us. And so there is just 



00:12:03.030 --> 00:12:08.280 

Sherrif Karamat: You know, seeing someone from in their home environments in real environments. 



00:12:08.760 --> 00:12:17.910 

Sherrif Karamat: Understanding that you know when we're all buttoned up and we're all nicely dressed up, you know, we've got different sites or personalities and you're seeing this sort of 



00:12:18.240 --> 00:12:32.340 

Sherrif Karamat: broader perspective that's allowing for a much more I think getting to know each other and engaging experiences. I think all of that is contributing to this kind of environment that we're living in with the more broader acceptance of these different technologies. 



00:12:32.790 --> 00:12:40.560 

Brooke Gracey: You really hit home with that Sheriff because I mean even thinking about the podcast, never in a million years where Cody and I going to get on camera. 



00:12:40.800 --> 00:12:54.930 

Brooke Gracey: Even when we are in our office and we were dressed for work, but there is this new way of reaching our audiences. Now in video is becoming very popular when we're all stuck at home. And so now we have opened it up and it's like 



00:12:55.590 --> 00:13:07.320 

Brooke Gracey: I'm in my home office right now I get it. So, it is it is this kind of like we've always needed to do it. And it is really real. And unscripted, and I think people appreciate that. So, 



00:13:08.190 --> 00:13:17.190 

Cody Liskh: And it's working to I feel like we are doing like we're getting the point across. We're doing our podcast and you know my cat is jumping up behind me and that's giving a 



00:13:17.490 --> 00:13:25.050 

Cody Liskh: You know, an air of of realism, I guess she's up running around behind me all the time. I think that kind of gives you a little bit of 



00:13:26.040 --> 00:13:35.490 

Cody Liskh: A humanizing perspective, I think so. I love that point to. I did want to shift, though, SHERIFF AND ASK YOU ABOUT OUR hospitality side of the industry. 



00:13:36.360 --> 00:13:45.330 

Cody Liskh: One of the things that you do offer as a global perspective of the meetings and hospitality industry. So how is the relationship between the planner and supplier change from a global viewpoint. 



00:13:46.170 --> 00:13:51.600 

Sherrif Karamat: Well, I think that going back to the last question about this idea of us. 



00:13:54.540 --> 00:14:00.270 

Sherrif Karamat: There is a, an, there's a more openness to work things out right now. 



00:14:01.350 --> 00:14:15.090 

Sherrif Karamat: I would say one thing. If I could if I could think of what has happened to all of us is every side of this business, whether you use an event organizer or supplier side from, say, the hospitality industry. 



00:14:15.630 --> 00:14:22.800 

Sherrif Karamat: Everyone is impacted by this business by by coven and it's it's been it's been it's been a profound impact. 



00:14:23.220 --> 00:14:35.370 

Sherrif Karamat: And so it's not just one side of the business that's hurting. So, what I am seeing is greater, greater, greater collaboration amongst the different entities to come up with 



00:14:36.180 --> 00:14:43.980 

Sherrif Karamat: Solutions to everyone being hurt at the same time. So I'm seeing greater collaboration and also seeing 



00:14:44.310 --> 00:14:58.170 

Sherrif Karamat: That different cities around the world are a different stages of the virus and certain cities are starting to come out of it. So seeing that how you work with each other so on right now let's look at 



00:14:58.590 --> 00:15:11.490 

Sherrif Karamat: We've got hotels airlines, we've got airports, we've got convention centers. We've got all sorts of different chains of of of the supply chain and that are impacted in certain areas. 



00:15:12.120 --> 00:15:19.800 

Sherrif Karamat: international flights are completely stopped right. People were booked flights on those international flights for the future. 



00:15:20.160 --> 00:15:28.650 

Sherrif Karamat: I am seeing greater cooperation between those the book The flight and the airlines, I'm seeing the same, but the hotels and event organizers. 



00:15:28.920 --> 00:15:36.330 

Sherrif Karamat: I'm seeing the same with convention centers and abilities so that that is happening. This one too, is that I have 



00:15:36.900 --> 00:15:44.550 

Sherrif Karamat: Like we use the metaphor or the comparison for sports. I think our hotels or convention centers. 



00:15:45.390 --> 00:15:56.430 

Sherrif Karamat: Should not be afraid of digitization. The minute that they're afraid of digitization, they will lose because they're trying to control the end consumer 



00:15:57.060 --> 00:16:05.370 

Sherrif Karamat: What is this is you, if you would make a comparison between blockbuster and Netflix would be something to think about. 



00:16:05.760 --> 00:16:13.830 

Sherrif Karamat: But if you look at if you look at hotels that I am used that comparison or convention centers or airlines. 



00:16:14.280 --> 00:16:26.130 

Sherrif Karamat: Helping organizers to to facilitate digital extensions of their events and digital experiences, along with the face of it, it will actually grow face to face. 



00:16:26.400 --> 00:16:40.470 

Sherrif Karamat: Which will bring back the business faster, which was which is counterintuitive, but I feel the more we embrace digital, the faster we will get back to face to face. So I'm actually seeing increased collaboration here all around. 



00:16:41.400 --> 00:16:50.340 

Brooke Gracey: That's really interesting. This is kind of the first time we've heard that we've been hearing it from the planning side of lot, you know, thinking about those hybrid kind of experiences. 



00:16:50.610 --> 00:17:01.110 

Brooke Gracey: But I like this approach of the the hotels and the spaces like convention centers themselves starting to have those conversations with the planners and collaborating on that. 



00:17:01.590 --> 00:17:07.140 

Sherrif Karamat: Well, think about that broke the opportunity and to Cody's question which is going to add is 



00:17:07.860 --> 00:17:15.510 

Sherrif Karamat: Think about the fact that hotels and convention centers can actually increase their services towards the client. 



00:17:15.930 --> 00:17:29.520 

Sherrif Karamat: To ensure that that you can actually broaden that audience, so it's it's even an additional offering that they could provide with the expertise that they may have. So I just think that if you think about digitization 



00:17:29.910 --> 00:17:37.140 

Sherrif Karamat: The one thing that he is doing is allowing for a tremendous amount more of 



00:17:39.000 --> 00:17:48.690 

Sherrif Karamat: Transparency or data intelligence which is providing better service for the end user, if, if the suppliers can help in that format. 



00:17:49.320 --> 00:17:55.140 

Sherrif Karamat: Everyone will win. I think the other thing that you're seeing and to go back to the original question. 



00:17:55.560 --> 00:18:05.130 

Sherrif Karamat: Is you're seeing a level of operational transparency, now more than ever, and this is that's a phrase I took from Delta Airlines. 



00:18:05.670 --> 00:18:11.370 

Sherrif Karamat: This notion of operational transparency, because for you to gain comfort in things 



00:18:11.970 --> 00:18:25.260 

Sherrif Karamat: There has to be much more transparency on how we how you're addressing safety concerns and health concerns. So I'm seeing the supply side being much more operationally transparent on what they're doing to put the client and the 



00:18:25.710 --> 00:18:34.320 

Sherrif Karamat: The end user at ease or being comfortable with the fact that I don't want to feel safe. I want to know that I will be safe. 



00:18:35.850 --> 00:18:41.970 

Brooke Gracey: Yes, absolutely. That is the question on everybody's mind when we start going back to these venues. 



00:18:42.270 --> 00:18:49.650 

Brooke Gracey: How do we stay safe and those are really where the conversations are going. I'm sure you're hearing that a lot from your PC and a members. 



00:18:49.950 --> 00:19:02.520 

Brooke Gracey: And leaders as well. And I know you guys are doing a lot for your members at this time. Can you tell us a little bit about PCI may his approach to helping their members through these, you know, coven situations. Well, 



00:19:02.670 --> 00:19:12.960 

Sherrif Karamat: The first thing when we started out with this and when this happened, you know, we had the best first quarter in our history. And then, then this happened. So it was really, really ironic. 



00:19:13.590 --> 00:19:24.180 

Sherrif Karamat: The first thing we started was the PC may said at the very beginning of coven back in February. Actually, we said that we will be a part of the solution, not a part of the problem. 



00:19:24.570 --> 00:19:31.140 

Sherrif Karamat: And it was important for us because I think that if we were part of the solution. The faster we will get out of at least the health 



00:19:32.550 --> 00:19:47.970 

Sherrif Karamat: Care issue and that was to ensure that our healthcare workers. Our first responders and our frontline employees are safe and healthy so they can take care of the rest of us. And if we do that, and we're disciplined about that we should be able to get this faster than it was the economic 



00:19:49.050 --> 00:19:58.350 

Sherrif Karamat: Crisis and the psychological impact and everyone. So all these things are happening simultaneously. And we've got to deal with all of them. We started though with the healthcare. 



00:19:59.850 --> 00:20:03.300 

Sherrif Karamat: Situation and what we did was webinars with 



00:20:05.130 --> 00:20:10.650 

Sherrif Karamat: Doctors from infectious disease and from the CDC and the Mayo Clinic really bringing 



00:20:11.490 --> 00:20:30.480 

Sherrif Karamat: candid conversation about safety and about getting together. That was the first thing we started doing. And then we and from there we started looking at other things, and that is that how can we help with business sustainability and how can we help our members and customers. 



00:20:31.530 --> 00:20:45.570 

Sherrif Karamat: Continue with business with their business and at the same time, knowing that they had to make some very tough decisions on employment and their teams and so forth. And then the third part of that we actually did a whole series of surveys 



00:20:46.920 --> 00:20:52.170 

Sherrif Karamat: gathering intelligence and then taking it back out to them. We also have done six think tanks. 



00:20:53.610 --> 00:20:55.590 

Sherrif Karamat: And to talk about 



00:20:56.760 --> 00:21:02.340 

Sherrif Karamat: Live experiences of them post covert world talk about business continuity and new business models. 



00:21:02.700 --> 00:21:15.420 

Sherrif Karamat: And and also to speak of a digital extensions and digital events and how you may be able to engage your audience's during this time. So we've been doing all of those things. In addition, we have hired a company 



00:21:16.260 --> 00:21:23.970 

Sherrif Karamat: To do scenario planning that our foundation has funded that research and that research will come out very early June. 



00:21:24.660 --> 00:21:36.150 

Sherrif Karamat: On scenario planning, depending on the scenario what our members and customers might be doing so we all of these are series of things that we are doing. And, first and foremost, we say that 



00:21:38.190 --> 00:21:55.620 

Sherrif Karamat: We've got to ensure that our end users are confident again in their safety in their health. And I'm going to give them the ability to be able to feel confident that they can attend events and so 



00:21:56.220 --> 00:22:02.850 

Sherrif Karamat: It's a series of things that we're doing, of course, training them in digital events is is is one of those 



00:22:04.830 --> 00:22:05.640 

Cody Liskh: Yeah, I think you're right. 



00:22:05.670 --> 00:22:06.120 

Brooke Gracey: I think 



00:22:06.420 --> 00:22:15.510 

Cody Liskh: I think that the moment we can finally get everybody comfortable with finally getting back into live events is going to be the key to really seeing this whole thing. Turn around. 



00:22:16.110 --> 00:22:26.940 

Cody Liskh: You mentioned that you were involved with some surveys and the think tank. What trends, did you see I know you said it's going to come out in June, but you know what emerging trends do you see in the next six or 12 months. 



00:22:27.630 --> 00:22:44.040 

Sherrif Karamat: I'm a couple of things. And this is a really interesting question. Cody, there is there is I see about three to five stages of this us emerging from covert the. The first is that 



00:22:45.900 --> 00:22:50.610 

Sherrif Karamat: The first trend I see is that it expediting watched have already been 



00:22:51.360 --> 00:23:09.930 

Sherrif Karamat: digitized. So that's the first thing. So things that should have been digitized will be digitized is no no reason to lament about what has been digitized, actually, that will be the benefit the second trend is that face to face events, the experiences will truly have to be meaningful. 



00:23:11.010 --> 00:23:15.420 

Sherrif Karamat: In order for people to engage in them because there they are questioning 



00:23:16.470 --> 00:23:31.620 

Sherrif Karamat: The third is that I believe the world is becoming leaders organizations are becoming more trusting of employees working in remote locations and that working remote locations. 



00:23:33.030 --> 00:23:33.900 

Sherrif Karamat: Has this 



00:23:35.730 --> 00:23:48.810 

Sherrif Karamat: Potential of having a profound impact on commercial real estate. And so whether that is new. Still to come on what where that might end up but because of 



00:23:49.350 --> 00:24:03.900 

Sherrif Karamat: Working in remote locations and because we might be doing that more. So say say 20 30% of our society moves to remote location, I think, ironically, America, maybe, paradoxically, 



00:24:05.010 --> 00:24:17.310 

Sherrif Karamat: It might lead to the a greater demand to face to face interactions. And so that is counter intuitive but need to think about that. Now, I talked about steps. 



00:24:18.150 --> 00:24:29.400 

Sherrif Karamat: There will be steps, what we're seeing. And then a short term where we would want to meet, but not there's a healthcare, there's a financial 



00:24:30.090 --> 00:24:38.130 

Sherrif Karamat: Issue. And then there's also government restrictions and regulations that will come into play and how we get back into 



00:24:38.790 --> 00:24:52.920 

Sherrif Karamat: This environment. So the first thing, let's just assume that we are coming to grips with the healthcare crisis. Okay, that's the first one that will, in the short term, it will have certain regulations as in terms of physical distancing 



00:24:54.330 --> 00:25:08.520 

Sherrif Karamat: And so for the second part until a vaccine is found. The second part is that regardless of the fact of if there's the vaccine that's found or we're coming to grips with the healthcare crisis. 



00:25:08.880 --> 00:25:20.130 

Sherrif Karamat: There is a financial crisis that we've all gone through and that is, do, do we have the the resource financial resources to go on that trip. 



00:25:20.460 --> 00:25:36.450 

Sherrif Karamat: Is your company going to be prepared to send 10 people on that trip or instead of 10 they send two or one so that has an impact on how you will organize an event. The third is the government regulations and 



00:25:37.500 --> 00:25:40.140 

Sherrif Karamat: An impact that it has on businesses where 



00:25:41.550 --> 00:25:48.780 

Sherrif Karamat: In the short term things might be more local they might not be flights from say California to Barcelona. 



00:25:49.770 --> 00:25:59.520 

Sherrif Karamat: Our Los Angeles to Barcelona, there might just be flights in domestic US and Canada and domestic Europe and Great Britain and 



00:26:00.120 --> 00:26:11.670 

Sherrif Karamat: across Asia or just certain Asian countries. So you might see very localized regional events to start before things open up and it might open up like you see. 



00:26:12.360 --> 00:26:20.130 

Sherrif Karamat: The situation in New Zealand and Australia where they're thinking of forming a dual country bubble for for 



00:26:20.460 --> 00:26:31.050 

Sherrif Karamat: cross border activity, so there's there's a there's a few complexity, things that are happening, and at the same time, there are things that you can see how you can then 



00:26:31.530 --> 00:26:42.150 

Sherrif Karamat: Organize your events, based on what what is happening now, there is a part of your question that I don't think that we're answering as yet. 



00:26:42.750 --> 00:27:02.400 

Sherrif Karamat: And that is how has your and my behavior change as consumers, because of what has what covert has done. And that's, that's something is a bit more elusive to talk of a behavioral change and the impact that may have on a long term impact on the business event space. 



00:27:03.780 --> 00:27:06.330 

Sherrif Karamat: And I don't have that crystal wall. So, I wish I could tell you 



00:27:06.840 --> 00:27:07.770 

Cody Liskh: Know I keep saying 



00:27:08.490 --> 00:27:09.690 

Cody Liskh: Back. Yeah. 



00:27:09.990 --> 00:27:22.650 

Cody Liskh: I feel like there are some changes that are happening to us, but I don't know what they are yet. I just feel like will discover that. When the dust settles maybe like a web to have a retrospective analysis as to what's happening right now. 



00:27:23.820 --> 00:27:33.390 

Cody Liskh: Share this has been such a cool conversation. And there's a lot of stuff that I've learned on here. If you had to leave our event professionals with just one takeaway or piece of advice, what would that be 



00:27:34.140 --> 00:27:37.530 

Sherrif Karamat: Well, I always say that, um, 



00:27:39.360 --> 00:27:52.650 

Sherrif Karamat: We react to things that are Drop. Drop that us. It's a shock. Right. But the most profound impact on human beings. Never happens in an instant of a moment. 



00:27:53.220 --> 00:28:05.460 

Sherrif Karamat: It actually takes a long time. And the reason being, I feel we humans as a species are not capable capable of handling profound change. 



00:28:06.150 --> 00:28:19.590 

Sherrif Karamat: And we have to we have to. It's gradually introduced to us. So I firmly believe as shocking and as devastating a healthcare crisis that coven 19 is 



00:28:20.340 --> 00:28:33.780 

Sherrif Karamat: It actually prepares us for a different future as a species as a as human beings. And so I, I would say that what we have to do is we have to make sure we learn 



00:28:34.200 --> 00:28:55.650 

Sherrif Karamat: And we do not go back to being the same who we are. If we, we, as dire and as devastating. This has been in human lives if we did not take this opportunity to learn grow and change or ways we would have squandered a gif. 



00:28:57.240 --> 00:29:06.120 

Sherrif Karamat: as devastating as it has been to us to change our ways for a better brighter tomorrow. So I'm asking, not to react. 



00:29:07.230 --> 00:29:20.490 

Sherrif Karamat: But think about what is happening to us and respond carefully and think about what, what future lies and how you will better be able to serve the people that you're trying to serve in your business or personally 



00:29:20.880 --> 00:29:34.590 

Sherrif Karamat: I know that every one of us as consumers as individuals human being is being impacted by this crisis and every one of us are have had to adapt or ways 



00:29:35.340 --> 00:29:47.910 

Sherrif Karamat: Whether it's being at home working from home being with our families all the time. That is that is a very big shift. But if we've learned nothing from that experience, then I think we would have squandered a great opportunity. 



00:29:49.620 --> 00:30:07.350 

Brooke Gracey: Yeah, a little silver lining. So everything that's happening right now. And I just love the way that piece AMA has really been a true partner for the events industry through all of this. Can you just give us quickly how our audience could become more involved with PCI 



00:30:08.100 --> 00:30:10.980 

Sherrif Karamat: Thank you for asking. I feel like it's a shameless plug. But 



00:30:11.130 --> 00:30:11.910 

Brooke Gracey: Not at all. 



00:30:13.110 --> 00:30:22.470 

Sherrif Karamat: PC amaze a family and I do believe that everyone in this business events industry. I, I say this, and I say this with with such passion. 



00:30:22.830 --> 00:30:42.300 

Sherrif Karamat: Is that the business events industry drives economic and social transformation, we can define or future we can define a better future for world or society or companies and for our children and grandchildren, that's up to us and I think that, and this is about community. 



00:30:43.320 --> 00:30:49.860 

Sherrif Karamat: Getting involved with PC me simple as going on our website at WWE that PC 



00:30:50.730 --> 00:31:02.010 

Sherrif Karamat: There are various communities on so many different things. There is community conversations with our board members, they are webinars. They're all sorts of different chat groups. 



00:31:02.640 --> 00:31:15.720 

Sherrif Karamat: To help us navigate this time, but I'm telling you, this is a short term shock. And that, to me, the real beauty on getting together as a community around common interest that we may have 



00:31:16.470 --> 00:31:28.920 

Sherrif Karamat: Is to shape a different tomorrow for all of us. I invite people peace CMA is a member based organization. And it's also people. Anyone can be a part of the pieces and you don't have to be a member 



00:31:30.060 --> 00:31:38.340 

Sherrif Karamat: Just, just get involved and and if you've got ideas we are listening, we are prepared to listen to those ideas. 



00:31:40.170 --> 00:31:47.160 

Sherrif Karamat: We will get through this, this is not, this is not an option. We will get through it. 



00:31:48.180 --> 00:32:05.640 

Sherrif Karamat: What to me would be a disaster for us is to not learn from it so that we can have a brighter tomorrow, we have to learn that things and I may be going on a bit too long on this explanation, but I will tell you this in 911 



00:32:06.690 --> 00:32:12.000 

Sherrif Karamat: When 911 happened horrific criminal activity terrorist activity. 



00:32:13.500 --> 00:32:19.440 

Sherrif Karamat: What happened was, you and I did not want us to stop wanting to fly. 



00:32:20.580 --> 00:32:25.710 

Sherrif Karamat: But we want. We did not want to stop going from from LA to New York. 



00:32:27.270 --> 00:32:37.470 

Sherrif Karamat: We wanted to travel but we wanted to know, we had, we could travel and safely and they were all sorts of different industries that started up from 



00:32:38.100 --> 00:32:44.310 

Sherrif Karamat: Trusted traveler programs to clear and nexus and all these different programs that that came about. 



00:32:45.090 --> 00:32:56.190 

Sherrif Karamat: But also all sorts of different technologies and so forth to make us be safe when they're traveling, we need to learn and grow from this and understand that. 



00:32:56.820 --> 00:33:08.580 

Sherrif Karamat: Much new industries are going to be born from from this that's happened to us and and peace in their communities there and we want. We want you to join and be a part of it. 



00:33:10.860 --> 00:33:22.710 

Cody Liskh: That is such an awesome and inspiring message. I love that the whole theme of this is just, we need to look around and we need to take the lessons from this be a real shame if we went through this and didn't learn any lessons. 



00:33:23.250 --> 00:33:31.650 

Cody Liskh: So share. Thank you so much for joining today's very special edition video cast broken. I really appreciate you stepping in to talk to us about our changing industry. 

00:33:31.980 --> 00:33:36.180 

Cody Liskh: And thank you to all of our listeners for joining another episode of How great events happen. 

00:33:36.750 --> 00:33:50.160 

Cody Liskh: As a reminder, today's recording is also available at and if any of our listeners have any insights or tips and tricks. We would love to hear from you. So we'll see you next week for another great episode. Thank you. Sheriff 

00:33:50.340 --> 00:33:54.030 

Sherrif Karamat: Thank you. Thank you. Brooks and wonderful to be with you.