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Event Model Descriptions and Assessment

Event Model Descriptions and Assessment. Peter Montgomery Tom Duerr 8 January 2012. Outline. Event value objectives test Event design parameters Models and value assessment. 2. Event Objectives. General objective: Maximize Event utility to the aerospace community

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Event Model Descriptions and Assessment

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  1. Event Model Descriptions and Assessment Peter Montgomery Tom Duerr 8 January 2012

  2. Outline • Event value objectives • test • Event design parameters • Models and value assessment 2

  3. Event Objectives • General objective: Maximize Event utility to the aerospace community • Share challenges and discuss potential solutions • Disseminate knowledge • Network “360” • Mentor the next generation • Provide integrated context across specialties and domains • Enable AIAA member benefits and services that are not self-supporting (e.g., STEM, Professional Education, Public Policy) 3

  4. Event Objectives (cont’d) • Specific assessed objective: Maximize satisfaction of Event participants • Professionals • Corporate and government representatives • AIAA volunteer organizers 4

  5. Specific Objectives: Value Attribute Decomposition 5

  6. Specific Objectives: Value Attribute Decomposition 6

  7. Specific Objectives: Value Attribute Decomposition 7

  8. Specific Objectives: Value Attribute Decomposition 15 value attributes derived from member survey and voiced concerns 8

  9. Event Design Parameters • Organization • Duration • Parallel sessions • Content • Technical scope • Special sessions • Plenary speakers • Exhibits • Venue • Social • Awards • Meals • Receptions Event “models” integrate all design parameters to maximize objectives 9

  10. Alternative Event Models Assessed to Date 10

  11. Alternative Event Models Assessed to Date Eliminated by inspection as inferior to one or more other alternatives 11

  12. Model Assessment Quad Chart Template Column colors denote stakeholder groups • Value Assessment Issues • Most significant problems with event model Benefits • Primary potential gains with the event model • Description • Principal features of event model Scores relative to “Current” which is assigned “zero” “Current” reference score = 0 Professional Corporate / Government Organizers Score evaluated for each value attribute Score ranges from “strongly supports” (+2) to “strongly opposes” (-2) the value attribute 12

  13. Assessment: “Consolidated” Event Model • Description • Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences • Augment with systems development/integration elements Issues • Continued internal competition for keynote and panel speakers, exhibitors • Limited leverage to grow appeal to currently underserved industry segments • Potentially higher venue costs per event Benefits • Easy migration path from current portfolio • Somewhat improved professional and corporate satisfaction • Potential reduction in portfolio costs due to fewer conferences 13

  14. Structure and Notional Schedule: Consolidated ASM • Defense • Strat/Tac • Missiles • WSE • Fluids • AMT/GT • AA • ASE • Flow Cont • Fluid Dynamics • PDL • Thermophysics • Aeroacoustics • ICES • SSDM • SSDM • Adaptive Struct. • NDA • Gossamer • MDO Anchor for Annual Gala to be determined 14

  15. Structure and Notional Schedule: Consolidated • JPC • JPC • IECEC • Hypersonics • Space • Space • ICSSC • CASE • Aviation • ATIO • LT Air • Balloons • Pwrd Lift • ADS • AC noise • GNC • Survey shows 1st qtr of gov’t FY poor time for many members • AFM • M&S • Astrodyn • InfoTech • CASE • Alternate years Consolidated model offers flexibility for packaging and scheduling the Event portfolio 15

  16. Assessment: Consolidated Event Model • Value Assessment “Current” reference score = 0 Professional Corporate / Government Organizers • Description • Current larger events (ASM, Fluids, JPC, Space, GNC, SSDM) with Aviation and Defense as centers of gravity for consolidating smaller conferences • Augment with systems development/integration elements 16

  17. Assessment: “Integrated” Event Model • Description • Comprehensive, domain-focused Events providing integrated content • ~4 Events spread over the year:  R&D, Aviation, Space, and Defense Issues • Must manage to avoid conflicting, parallel sessions • Higher cost for larger venues Benefits • The “must attend” events in each domain • Excellent draw for VIPs and exhibitors • Growth potential within each Event without need for new conferences 17

  18. Structure and Notional Schedule: Integrated R&D Event • Defense • Strat/Tac • Missiles • WSE • SSDM • Adaptive Struct. • NDA • Gossamer • MDO • InfoTech • AMT/GT • AA • ASE • JPC • IECEC • Hypersonics • Flow Cont • Fluid Dynamics • PDL • Thermophysics • Aeroacoustics • ICES Anchor for Annual Gala to be determined 18

  19. Structure and Notional Schedule: Integrated • Aviation • ATIO • LT Air • Balloons • Pwrd Lift • ADS • AC noise • Space • Space • ICSSC • CASE • Survey shows 1st qtr of gov’t FY poor time for many members • GNC • AFM • M&S • Astrodyn • CASE • Alternate years Integrated model provides flagship Events spread over the year 19

  20. Assessment: Integrated Event Model • Value Assessment “Current” reference score = 0 Professional Members Corporate / Government Organizers 20

  21. Assessment: “Unified” Event Model • Description • Multi-domain, unified events split along R&D and SEIT • One big event for R&D (winter) and one for SEIT/programs (summer) and a smaller Defense conference Issues • Potentially excessive duration and parallelism • Potentially too few opportunities for member interactions • Exhibitor uncertainty over target market • Lack of control by TCs/PCs over venue Benefits • The “must attend” AIAA events • Potential for more creative social and networking activities • Content growth and flexibility 21

  22. Structure and Notional Schedule: Unified • Survey shows 1st qtr of gov’t FY poor time for many members • Aerospace Systems Meeting • Space • ICSSC • ATIO • LT Air • Balloons • Pwrd Lift • ADS • Defense • Strat/Tac • Missiles • WSE Aerospace Technology & Science Meeting • AC noise • GNC • AFM • M&S • Astrodyn • CASE • ASM • SSDM • Adaptive Struct. • NDA • Gossamer • MDO • InfoTech • AMT/GT • AA • ASE • JPC • IECEC • Hypersonics • Flow Cont • Fluid Dynamics • PDL • ThermoPhysics • Aeroacoustics • ICES Anchor for Annual Gala Unified model maximizes return on investment for participants

  23. Assessment: Unified Event Model • Value Assessment “Current” reference score = 0 Professional Members Corporate / Government Organizers 23

  24. Assessment: Value Comparison • All Event models assessed to improve Professional Member and Corp / Gov’t satisfaction over Current portfolio • Integrated Model provided greatest Professional and Corp / Gov’t benefit with limited risk to Organizer satisfaction Organizer satisfaction identified as principal transformation issue Organizers Professional Members Corp / Gov’t 24

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