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Editor's Note: Good friends and colleagues Kathy &
Dan Nelson with whom I teach with at UNLV, have written a
wonderful essay on a return on investment that all planners
and promoters should be interested in reading. We are proud
and honored to present their work to you!
 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.
Kathleen S. Nelson, Ph.D., CSEP, CMP is at the University
of Nevada Las Vegas, William F. Harrah College of Hotel Administration,
Tourism and Convention Administration Department. She can
be reached at profhotel@aol.com.
Dan Nelson, CSEP, CMP is the Owner of Dan Nelson Productions,
Las Vegas, Nevada, and Adjunct Faculty Member: University
of Nevada Las Vegas.
Photos above. He can be reached at dakach@aol.com.
See Tips of the Season: Monitoring
Sound and Lights Part 2
This issue's
featured artist: The Elsbear Hobbs Drifters
 Mark
Sonder is a fellow CSEP and the Chief Entertainment Officer
of Mark Sonder Productions, a leading national entertainment
agency designing headline talent and production services for
large venues, corporations and associations. In addition,
Sonder sits on the faculty of The George Washington University,
Stratford University, Northern Virginia Community College,
University of Nevada at Las Vegas (UNLV) and The University
of the West Indies in Trinidad. Event
Entertainment and Production is the book published by
Wiley authored by Sonder.
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