The Tourism Cluster of Nuevo Leon, in the framework of IMEX America 2019 held in Las Vegas, Nevada, signed the "Training Partnership Agreement" with Event Design Collective, a training company with global presence that created the tool Event Canvas to plan and develop strategic events. This agreement makes the Nuevo Leon Tourism Cluster the official trainers of the #EventCanvas event design thinking methodology in Mexico.
This initiative was developed by the Professionalization Committee of the Human Capital of the Tourism Cluster, whose actions respond to the commitment of the Cluster to promote competitiveness and innovation in the Tourism Industry and to position itself as a global reference destination.
Thanks to the support of the Convention and Visitors Bureau of Monterrey, the Corporation for the Tourist Development of Nuevo Leon and all the Tourism Cluster Associates, it was possible to make this agreement a reality.
Among the attendees were: Roel Frissen and Ruud Janssen, founders of Event Design Collective; Mauricio Magdaleno, Director of the Tourism Cluster of Nuevo Leon; Alejandra Patiño, Project Manager of the Tourism Cluster; Alexandra Martinez, Director of Meetings Factory and Leader of the Professionalization Committee of Human Capital; David Manllo, Director of the Convention and Visitors Bureau of Monterrey, as a witness of honor; Elda Laura, Director of DMC Monterrey and Maricela Gomez, Director of Removi Eventos.
The #EventCanvas methodology is focused on stimulating the creation of a common visual language that can be used by the event owner and his planning team to identify key points and be able to innovate in the design of a successful event. About 8,153 event planners have adopted the use of this tool since its launch in 2014.
The Event Design Certificate has four levels of expertise in this event design methodology. Level 1 consists of developing basic skills and creating awareness of #EventCanvas:
- Basic skills include the ability to interpret and create an "Event Canvas Boundary Box" and discuss the needs of stakeholders.
- Stakeholder awareness, behavior analysis and mapping (Empathy Maps) and basic application of #EventCanvas, to articulate how the event can change stakeholder behavior.
Tourism Cluster Partners are in the process of becoming Certified Event Designers with #EventCanvas, joining the other 129 certified event designers around the world, the first generation from Latin America.