Event Architects To Know in 2024 - Michele Fox, MUSE (Members United for Sustainable Events)
Michele Fox, of MUSE, discusses how she builds and plans meetings and events in the evolving hospitality landscape of 2024.
Luke Whalin
May 9, 2024
Welcome to the HopSkip Planner Spotlight Series, where we highlight event professionals making waves across the events industry to share lessons learned and raise awareness of their invaluable contributions.
Name: Michele Fox
Company Name: MUSE (Members United for Sustainable Events)
Job Title: Founder
Can you briefly tell us about your background in event planning and how you got started in the industry?
I got into the event industry in the early 2000s because I loved organizing and bringing people together. I've always been an environmentalist and activist. In 2019, I integrated my two passions: environmental stewardship and event production. In 2021, I founded MUSE (Members United for Sustainable Events). MUSE is a member community whose mission is to provide leadership for sustainable event management by providing community building, education, and inspiration.
How do you go about selecting the perfect hotel or venue? What factors weigh most heavily in your decision?
Venues chosen for sustainability should not offer bottled water or disposable service ware and cups. Reusable always beats compostable and recyclable items. Venues should buy renewable energy credits if they don't have solar panels on the roof. They should employ water-saving measures, food rescue, and compost, and, of course, recycle correctly.
What does the initial planning phase of securing a venue look like for you? Could you walk us through your initial steps?
What common financial challenges often arise when organizing an event, what strategies do you use to mitigate them, and how do you avoid them?
Planners should add a sustainability clause in the RFP. Ask to see the venue's sustainability policy. Ask the venue about their procurement policy, waste, water, and energy. Of course, venues should recycle and make sure they compost food scraps.
Sustainable events could cost more. You may need to hire a truck if you want your materials donated after an event. However, reducing/eliminating swag or using QR codes instead of printing materials can save you money.
How do you leverage technology to boost efficiency during the planning, execution, and post-event stages? What does your “event tech stack” look like? (For example, using Survey Monkey for surveying attendees post-event)
One of the most efficient uses of technology for producing a sustainable event is online platforms that calculate the event's carbon footprint. I recommend Circular Unity or Trace. The saying is, "You can't manage what you can't measure." So, calculating the event's carbon footprint using these platforms will enable you to find your baseline so that you can reduce and improve next time.
Do you use frameworks, templates, or other tools/documents to help you stay organized and manage the event planning process?
You can download the Event Industry Council's Updated 2022 EIC Sustainable Event Standards for free. The EIC Sustainable Event Standards are a collection of eight standards for events and events industry suppliers. Here is the link: https://insights.eventscouncil.org/Sustainability/Sustainability-Events-Standards
Do you have any specific strategies or insights for enhancing the attendee experience at your events?
Sustainable events are a better experience for the attendees because they address social impact, accessibility, and attendee wellness. Having healthy food and longer breaks at meetings will make your attendees happier and healthier. Sustainable events are accessible for guests who have mobility, hearing, dietary, or sight impairments. And using a generator that is battery-powered instead of diesel will be quieter and less toxic for event staff and guests.
Effective communication is crucial in any planning process. How do you ensure you and your event stakeholders are always on the same page?
Communication around sustainability is paramount to the success of the program. A stakeholder communication initiative should address goals, implementation plans, tools, resources and address any potential grievances and concerns.
How do you facilitate networking opportunities among attendees? Are there any specific tactics or strategies that you recommend?
Can you share an example of a significant challenge you faced while planning an event conference and how you overcame it?
MUSE has monthly Member meetings. We have a private LinkedIn group, and I make introductions with Members that I think should know each other.
Don't ever stop trying to find solutions to make an event more sustainable. You might need to search to find vendors that specialize in sustainability, but it's worth the effort to change the old ways of doing things.
What are the typical steps you take in the post-event phase?
As a Sustainable Event Consultant, I do a post-event re-cap of everything we did to make the event more sustainable, like hiring local vendors, diverting waste from the landfill, using carbon offsets, hiring women and minority-led businesses, and using power from renewable sources.
What key performance indicators (KPIs) do you use to evaluate the success of an event?
Measure the event's carbon footprint, and that will give you your baseline for that event. If it's an annual event, you should be to reduce the carbon footprint each year. Other KPIs include waste diverted from landfills, energy consumption, percentage of vegetarian meals, and making the event accessible to all.
What advice would you offer someone just starting their career in the meetings and events industry?
If you are just getting started on your sustainable event journey, I suggest joining MUSE (Members United for Sustainable Events). MUSE has a directory of about 700 sustainable suppliers across 25 categories, including catering, venues, power, emissions, swag, printers, and more. Members get a discount on the Fundamentals of Sustainable Events course that we offer twice a year, and there are lots of resources available on the Members-only section of the MUSE website. Please visit www.museusa.org for more information.