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This article was originally written and published for Mark Sonder Productions, Inc. in the Summer 2007. It is now a tribute to my friend and colleague, the late Kathy Nelson. I always enjoyed being at their house in Las Vegas, going to shows (the last one was Santana) with her husband and daughter, dinners at their place, speaking on the phone, seeing them in South Carolina, etc. I never thought I would be attending her funeral in Ohio last year. Kathy and Dan thought the world of education, and used education as a vehicle to better theirselves, others, and our industry. We present their past article below as possibly "the best" event tip.
Industry Certification Equals Increased Competency
So, you have been in the business of entertainment for a long time now and if you had your way you would only deal with hard core pros. If you wanted to be a teacher you would be in a high school somewhere imparting pearls of wisdom to adolescents. It is just a bit of a strain trying to explain to a neophyte the reason for lighting and sound, what a rider covers, what an offer means, or why a contract needs to be executed in less than three months? Too many of your clients can be under informed when rider and tour support issues arise. You, my entertainment professional colleague, are on the verge of developing burnout.
Being the person of action you are, you want to move the process forward so you spend four times the effort you should explaining and justifying everything from, why the sound check can’t be thirty minutes before the performance to why the rooms need to be in the Hyatt not the King 8. Wouldn’t it be a beautiful thing if those participating in your industry, buyers and sellers, had to pass some basic knowledge level competency test in order to have a conversation with you?
Debates continue between those associations who have one and those who don’t as to the perceived value of a professional designation. Certification programs are not only increasing in popularity, but also in perceived value. Certification is proving to be a powerful asset to professionals in the fields of accounting, information technology, and, yes, entertainment and events.
When we started teaching at the University of Nevada Las Vegas over ten years ago, the academic world did not regard industry certifications as worthy. Now, even if you have earned a Ph.D., faculty are encouraged to earn a certification in their area of expertise in order to demonstrate to industry and students that their experience goes beyond classroom lectures based on theory written in textbooks.
In 2000, a Convention Industry Council survey of 980 Certified Meeting Professionals revealed that 70% of the respondents stated that the CMP designation improved their image outside their organization; and 55% stated that it improved their image inside their organization (Shatz, 2002). Additionally 50% of the respondents claim that the CMP designation increased their self confidence and 17% state it gave them an increase in salary. In 2002, a research study was completed on the characteristics of meeting professionals (Beaulieu & Love, 2002). Nearly 60% of the respondents either agree or strongly agree that meeting professionals should have a professional designation.
The National Commission for Certifying Agencies (NCCA) states that the purpose of a certification program is to conduct certification activities in a manner that upholds standards for competent practice in a profession, occupation, role, or skill. Since the Standards were first issued in the late 1970s, NCCA has observed fundamental changes in the nature, scope, and importance of certification such as:
- The certification community has expanded and now includes: for-profit entities, governmental agencies, and industries.
- The certification community has expanded internationally.
- An increasing number of certification programs are recognized by state and provincial regulatory authorities
The requirements for certification are based on professional experience and a rigorous academic examination. The Certified Meeting Professionals (CMP) program was launched by the Convention Industry Council (CIC) to enhance the knowledge and performance of meeting professionals. According to the CIC website, the CMP credential was developed to increase the proficiency of meeting professionals in any component of the industry by:
- Identifying a body of knowledge
- Establishing a level of knowledge and performance necessary for certification
- Stimulating the advancement of the art and science of meeting management
- Increasing the value of practitioners to their employers
- Recognizing and raising industry standards, practices and ethics
- Maximizing the value received from the products and services provided by Certified Meeting Professionals
Reasons listed for getting the CMP as stated by CMPs (Rowe, 2002 and Swisher, 2002) :
- Brings attention to supervisors that he/she has the knowledge and credentials to manage a planning department
- Raise credibility and career advancement when relatively new to the business
- Increase value as a potential job candidate; increasingly more job advertisements are seeking planners with CMP designations
- If two candidates are equal, having the CMP designation will probably give the planner the edge
- Statistically paid more than non-CMPs
- Shows a statement of commitment to the profession
- Illustrates planning dedication and experience
Another certification called the Certified Special Events Professional (CSEP) program was launched by the International Special Events Society (ISES) to enhance the knowledge and professionalism of event professionals. The requirements for certification are based on professional experience, service to the industry, and a broad based examination which consists of an objective section, essay section and portfolio assessment. According to the ISES website, the CSEP credential was developed to reflect a commitment to professional conduct and ethics through:
- Education
- Performance
- Experience
- Service to the Industry
Reasons listed for getting the CSEP as stated by CSEPs :
- Certification demonstrates your commitment to the special events industry, your commitment to your career and your ability to perform to set standards.
- The CSEP program seeks to grow, promote and develop certified professionals who can stand “out in front” as examples of excellence.
- Because the CSEP recognizes your individual accomplishments, it stands above your resume, serving as an impartial, third-party endorsement to your knowledge and experience.
- CSEP improves career opportunities. Certification identifies you as one who can adapt to changes in work, technology, business practices and innovation.
- As a CSEP, you can expect increased recognition from peers for taking that extra step in your professional development.
We have both worked through and received the CSEP and the CMP certifications. It is not the only way to acquire knowledge and gain respect in an industry. That is, and should always be based on performance. However, we can say that earning the certifications has occasionally helped create an instant “shorthand relationship” between those who also have the certification and ourselves. Additionally, going through the process has been a great learning experience for both of us, although we each have over 30 years of entertainment and event industry experience. This industry touchstone has proven to be a door opener and conversation starter in those first critical minutes when you are trying to connect with a buyer or seller of services.
Dan can be reached at: daniel.nelson@unlv.edu
University of Nevada Las Vegas
William F. Harrah College of Hotel Administration
Tourism and Convention Administration Department
Click here for this issue's
Industry News: Professional Designations
Click here for this issue's
featured artist: Rock-It The Robot
 Mark
Sonder, CSEP is the Chief Entertainment Officer of Mark Sonder
Productions, an award-winning entertainment producer, Mark Sonder Productions, Inc. is the national leader in designing event marketing solutions through headline entertainment and production services for facilities, casinos, corporations and associations, since 1985.
In addition, Sonder sits on
the faculty of the University
of Nevada at Las Vegas (UNLV), The George Washington University, Mount Royal University, and Stratford
University.
Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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