new event model – rationale for change basil hassan vice president for technical activities 8...
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New Event Model – Rationale for Change
Basil HassanVice President for Technical Activities8 January 2012
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The Need for Change …
• Our profession is evolving and AIAA must change with it More emphasis in the industry on integrating systems and
disciplines. AIAA must be in a position to support these growth areas
Our membership numbers are in slow decline and we are not retaining membership in the young professional ranks
Our conferences have evolved to more focused events that only attract a portion of the aerospace community
Many in our profession, primarily those in industry (who make up nearly half our membership), do not find our current conference offerings relevant to their jobs
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The Need for Change …
• … and at the same time Recent attendance at conferences is either down or
stagnant. No significant growth! Government funded R&D (in academia, government labs,
and industry) is also in decline due to cuts in federal spending.
Discretionary dollars used for travel are at a premium. It is no longer feasible to attend 3-4 focused conferences a year. Some organizations have a hard time justifying going to a single conference!
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Exercise
• What was your first job as an aerospace professional?
• What was the first AIAA conference you attended?• Which conference(s) (AIAA or non-AIAA) is the
most relevant to your current job?• Will AIAA’s current set conferences address your
needs as you grow as an aerospace professional?
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Our Goals for Today’s Workshop
• Ensure our Institute is relevant to aerospace professionals• Ensure our conferences integrate a spectrum of topics of
interest to the profession (technical disciplines, systems, policy, operations, etc.)
• Ensure our overall events provide meaningful professional development and interaction opportunities to the broad aerospace community (conference papers/presentations, networking, education, etc.)
• Ensure our events are financially viable (both for the attendee and for the Institute)
• Ensure that our conferences are “must attend” events for all those in our profession and can accommodate expansion into new technology and program areas
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A Message from Our President-Elect
“Hi. I wish I could be with you for this Technical Activities Committee (TAC) Workshop, but that’s not possible on this occasion. AIAA presidents come and go, but TAC is an enduring feature of our Institute. What I would ask of you is the recognition that, if AIAA itself is to endure, we must adapt to the times and to the needs of the aerospace profession as it is today, not as it was when we were all younger. The TAC leadership and others have ideas on how we might go about this, but they need not just your support, but your active support and your own ideas on how to make it better. Please let that be your goal for the day, and the future.”
Mike Griffin, AIAA President-Elect
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Your Participation is Critical
• Be a part of the process• Keep an open mind• Focus on the broader picture• Think about our future, not just our past• Help the AIAA leadership decide the best
path forward to make our Institute the best we can be for our profession
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Path Forward after the Workshop
• Tiger Team will … Collect the feedback from the workshop and
other interested parties Refine the best conference models, ensuring
they have the desired characteristics and can integrate with other activities of the Institute
Recommend a desired conference model and develop a transition plan for implementation
Get concurrence from stakeholders
Membership Trends
NOTE: • FY02 and FY10 dues increase years
01 Sept 02 Sept 03 Sept 04 Sept 05 Sept 06 Sept 07 Sept 08 Sept 9-Sep 10-Sep 11-Sep
To-tal Members
29774 28569 29020 29291 29985 29918 29588 29499 29121 28131 27591
US Members
24843 23840 24089 24446 25021 24785 24343 24260 23813 22954 22543
In-terna-tional
4931 4729 4931 4845 4964 5133 5245 5239 5308 5177 5048
2,5007,500
12,50017,50022,50027,50032,500
Number of Professional Members
Total MembersUS MembersInternational
Member Breakdown by Age
20-2910% 30-39
16%
40-4921%
50-5923%
60-6915%
70-799%
80+6%
NOTES:• Median age = 51 • 17% of the members are young professionals (age 35 and younger)
Attendance Trends for TC Events
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NOTES: • Used annual conferences to normalize for variance in number of
events organized per year.• Gold line represents trend.
FY05 FY06 FY07 FY08 FY09 FY10 FY114600
4800
5000
5200
5400
5600
5800
6000
Full Paid Attendance
# Fu
ll Pa
id A
tten
dees
Attendance Trends by Event
15
FY05 FY06 FY07 FY08 FY09 FY10 FY110
200
400
600
800
1000
1200
1400
1600
1800
Annual TC Events Over 500 Attendees
ASMJPC/IECECSPACE 20XXGNC et alFluids et alSDM et al
# Fu
ll Pa
id A
tten
dees
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Attendance Trends by Event
NOTES:• Many small events are on a non-annual schedule.• Co-locations of small events have been variable over the years
(e.g., LTA has met with ADS and ATIO at different times)
Hypers
onics
Infotech
@AeroATIO
MAO
Aeroaco
ustics
Decelerator
s
Strat T
ac
Missile Scie
nces
Weapons S
ystem
s0
50100150200250300350400450
TC Events Under 500 Attendees
FY05FY06FY07FY08FY09FY10FY11
# Fu
ll Pa
id A
tten
dees
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Exhibit Trends by Event
FY05 FY06 FY07 FY08 FY09 FY10 FY110
5,000
10,000
15,000
20,000
25,000
Size of Exhibits
ASMFluidsJPCSpace
Squa
re F
oota
ge S
old
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TAC’s Financial Contribution: To Institute
NOTES: • Technical Activities is a profit center for the Institute, providing
additional funds to cover other services to our members.• Institute includes Aerospace America, Corporate Membership,
Communications (branding, advertising, web), and Awards Gala.
Education
Publications
TAC
Standards
Member Service
s
Institute
International
Public Policy
($3,000,000)
($2,000,000)
($1,000,000)
$0
$1,000,000
$2,000,000
$3,000,000
Net Margin by Area (FY11 Results)
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TAC’s Financial Contribution: By Product
TC Events Vended Events Papers Products (post-event)$0
$200,000$400,000$600,000$800,000
$1,000,000$1,200,000$1,400,000$1,600,000$1,800,000
Net Margin for Technical Activities Products
NOTES:• Events consist of the revenue and expenses associated with the meeting,
papers, and exhibits for that event. • “Papers Products” consists of Subscriptions and Archive sales that are
not tied to a specific event and are marketed as a separate product. • “TC Events” are AIAA events where TCs and PCs develop program.• “Vended Events” are those that AIAA organizes on behalf of a government
client such as NASA, FAA, and Missile Defense Agency.
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TAC’s Financial Contribution: By Component
Meetings Papers Sponsorships Exhibits($200,000)
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
Net Margin by Event Component
NOTES:• Overall Meetings break even or lose money. Positive net from
some larger meetings compensates negative net from other meetings. TC Events positive net relies on associated products.
• Registration fees cover costs of meeting and papers but sponsorship and exhibits are separate budgets.
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FY11 Net Margin by Event: Meeting Only
NOTES:• Net Margin includes only the meeting component of the
event, and excludes papers, sponsorship, and exhibits.• Asterisks indicate meetings not held during the fiscal year
but had labor and allocation charges.
ASM
JPC+IECEC
Miss. S
cienc
esSpa
ceSDM
AeroTech
*MAO*
WSE
ICSSC*
Hypers
onics
Aeroaco
ustics ADS
Fluids
GNCATIO
Infotech
ICES
($80,000)
($60,000)
($40,000)
($20,000)
$0
$20,000
$40,000
$60,000
$80,000
$100,000
Net Margin by Meeting Only (FY11 Results)
Registration Fee Comparison
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Organization Registration Fee Range
Registration Structure
IEEE $350-950 2 tier structure, includes 3-5 lunches and 1-2 dinners
ASME $400-895 3 tier rate structure, includes 2 lunches and 2 receptions
ASCE $525-995 3 tier structure, includes 1-2 receptions and 1-2 dinners
AICHE $640-995 2 tier structure
AIAA $655-1245 3 tier structure, Includes 1-3 lunches and 1 reception
SAE $695-1695 Includes 2-3 lunches and 1-2 receptions
Space Foundation $1295-1795 3 tier structure, catered functions not included
NOTES:• All organizations have different business models, which impact registration fees• Most organizations include proceedings in full paid registrations if a papered
conference• AIAA offers very low student rates compared to other organizations• AIAA provides access to catered events to Retired Members who register• All AIAA conferences are planned by professional staff• Some organizations rely on volunteer labor to organize events• Not all organizations include membership in non-member fees
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Impact of Event Size
NOTE:• Solid lines represent real data from FY11; dashed lines represent estimated
data.
Cost Breakdown Per Attendee
Labor/attendeeDirect cost/attendeeNet margin/attendee
Number of Full Paid Attendees
$500
$400
$300
$200
$100
$0
($100)
($200)
($300)
500 1000 1500 2000 2500 30000
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The top 3 aspects of events most valuable to you (Top 3 responses)
Feedback from Surveys: Past Attendees