From Cleveland to Peelee Island: An Inspiring Journey at ASAE24

What an incredible experience it was to participate in this year’s American Society of Association Executives (ASAE) Annual Meeting and Exposition! I am so grateful to Destination Canada for inviting me to join their unique Team Canada adventure that brought so much valuable sustainability content to 5000 delegates in the vibrant city of Cleveland and a small group of contest winners on the serene shores of Pelee Island in Canada.

Celebration of Unity and Diversity

The thought of events leading to a more sustainable, purposeful, and inclusive global economy can be daunting. That's why it's significant that the theme for ASAE24 was “In Unity, We Thrive.” It's a reminder of the powerful collective impact that can be made by 5000 leaders representing hundreds of industry associations, each responsible for annual gatherings for thousands more across the continent.

My main introduction to the event was during the Canada Night celebration held at a beautiful botanical garden. It was a dazzling celebration of our country’s diversity, featuring a fashion show by the talented Anishinaabe/French Métis designer Andreanne Dandeneau of Anne Mulaire and a mesmerizing performance by Nehiyaw (Cree) hoop dancer and storyteller James Jones . His words, reminding us that we are all part of “the two-legged tribe,” struck a deep chord with everyone in attendance.

As I reflected on the theme of unity, it became clear that sustainability is intrinsically linked to this idea. To thrive as a community, whether locally or globally, we must embrace sustainability in all its forms—environmental, socio-economic, and cultural. This holistic approach is essential if we are to create a world where both people and the planet can prosper.

Sustainability Stories That Inspire

I participated in a panel during the ASAE conference that included Virginie De Visscher of Destination Canada Business Events | événements d'affaires de Destination Canada , Maria Paletta with Economic Development Winnipeg , Kirk MacDonald from Delta Hotels by Marriott in Prince Edward Island (PEI), Marie Catherine Lacoste, MFA representing Tourisme Montréal , and Glenn Duncan at Ottawa Tourism . We all shared inspiring sustainability stories from across Canada, many of which were also highlighted in the Sustainability Stories Pavilion displayed in the Huntington Convention Center of Cleveland .

One of my favourites involves the Virtual Delegate Bag, which is a web app provided for free by Meetings & Conventions PEI to all visiting conferences and attendees. It replaces the traditional paper maps, brochures and coupons that might be included as part of a delegate bag and instead provides a digital resource promoting local businesses and sites through programs like "Come Early Stay Late" and "Show Your Badge" to receive discounts and special offerings.

This story along with several other innovative ideas are available right here on the Destination Canada website.

Peelee Island: The Most Unconventional Breakout Experience

Not only did Destination Canada devise one of the most creative breakout session I've ever seen but they also generated a tremendous level of buzz across the ASAE delegates for the chance to win a seat on the flight to Canada from the Cleveland Convention Center. Eager delegates filled out vouchers for a chance to participate and 12 lucky winners were selected to make the short journey across Lake Erie to Canada's most southern point of Pelee Island for a magical tour that included the historic underground cellars of Vin Villa, Canada’s oldest estate winery.

At the conclusion of the tour, it was my turn to take the stage and inspire participants with a keynote address about the unique and surprising ways that Canada is amplifying environmental sustainability. I felt a deep sense of privilege and humility as I stood before the group, with breathtaking views all around me, to represent Canada and highlight inspiring stories from organizations like Explore Edmonton Corporation and the The Calgary Stampede about how events and hospitality are being leveraged, not only to champion sustainability but also address historical injustices and advance Truth and Reconciliation, and social inclusion of new and diverse communities.?I emphasized in my conclusion that as Association leaders, they can establish a clear purpose, aim for measurable positive impacts, and leverage their industry events to serve as powerful platforms for profound change.

Looking Ahead

As I the left the unforgettable experience in Cleveland and Peelee Island, I felt inspired, not tired. The lessons I learned, stories I heard, and connections I made, will stay with me for a long time. I’m more committed than ever to share engaging stories of sustainability, purpose, and inclusion with event professionals and business leaders who are looking to effect change and make the world a better place for us all.

To hire Leor as a Keynote Speaker at your next event, please visit leor.ca

Leor Rotchild is a nationally-recognized speaker, author, podcaster, and consultant with 20 years of sustainable business experience. His new book entitled How We Gather Matters: Sustainable Event Planning for Purpose and Impact is now available at local bookstores or online .

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