MPI Multicultural Initiative – Multicultural Baseline Research.

The MPI Multicultural Initiative has commissioned a research project to benchmark and improve the success of business-to-business opportunities with multicultural and underrepresented markets in the meeting industry, particularly African- American, Asian and Hispanic.

Phase I of the research, which was recently completed, entailed 120 random telephone interviews with MPI members representing target and non-target markets to determine demographics and the topics of greatest importance of each culture’s success as it relates to conducting the business of meetings.

“These baseline findings are just the beginning of the important data that this research will reveal for the meeting industry,” said Hattie Hill, chair of the Multicultural Initiative committee, CEO of Dallas-based Hattie Hill Enterprises Inc., and notable motivational speaker. “As we gauge our current situation through this unprecedented research and assess the appropriate next steps, we can begin to create change and unleash the potential of multicultural markets in the meeting industry.”

The second step is a questionnaire delivered to every MPI member via email the week of Feb. 10, 2003. It will provide additional guidance the Initiative needs to prioritize the requirements of target markets, enhance communication with those markets, and assist in developing programs to contribute to the success of multicultural business-to-business opportunities among meeting professionals.

Association Insights, an independent market research firm based in Smyrna, Ga., is conducting the research, with final results to be released in March 2003.

Other Multicultural Initiative News: Balanced Scorecard

To ensure the effective implementation of the Multicultural Initiative, a Balanced Scorecard Management Application has been developed to provide accurate and effective program communication and measurement. The Balance Scorecard is sponsored by Hilton Hotels Corporation.

Chapter Toolkits

The Multicultural Initiative committee has made an important commitment to review cultural aspects of MPI’s membership and to see how each chapter can best address issues that are affected by cultural change. The committee has been working with MPI’s Dallas/Fort Worth and Northern California chapters to create a toolkit for all MPI chapters to offer guidance in reaching out to local African-American, Asian and Hispanic markets.

Slated for release by the end of first quarter 2003, the toolkit will include information such as: local contact information from the African- American, Asian and Hispanic Chamber of Commerce; ethnic organizations, schools and universities; community resources; city officials; local media serving ethnic markets; structure on how to create a multicultural subcommittee within the chapter; and partnership opportunities with other organizations or associations in a chapter’s region that focus on these targeted markets.

New Web site

In January, MPI Foundation launched the industry’s first-ever Multicultural Initiative Web site, www.multicultural.mpiweb.org . The comprehensive online forum was designed to promote and expand business among multicultural markets; educate meeting professionals about multiculturalism; and unveil research and demographics for untapped, yet economically viable, markets such as African-American, Asian and Hispanic.

MPI’s Multicultural Initiative, sponsored by Walt Disney Parks and Resorts, and overseen by the MPI Foundation, was established in 2001 to address the needs of underrepresented groups who work in the industry by providing leadership opportunities. The Initiative also serves as an advocate for global all-inclusive business-to-business opportunities in the multi- billion dollar meeting industry.

Founded in 1984 by Meeting Professionals International, the MPI Foundation conducts research and develops projects annually to ensure growth and recognition for meeting professionals and the industry. A self-sustaining, self-governed organization operating solely on voluntary contributions from individuals, corporate suppliers, MPI chapters and other affiliated organizations, the Foundation’s focus is ongoing research and development of new ways to improve meeting planning process, function and management. The Foundation also directs the research and development of the Women’s Leadership and Multicultural Initiatives.

For more information at http://www.mpifoundation.org