hawk Senior Member Joined: 23 Aug 2005 Posts: 10 Location: Charlotte, NC Expertise: Professional
Posted Sun Mar 19, 2006, 7:52pm Subject: Why come to Charlotte?
I was listening to the Rob Stephen podcast on Portafilter.net yesterday for various reasons and it inspired me to post why people should come to this year's conference in Charlotte.
Before I start, let me say that even though I live in Charlotte, I would take this position if the Conference were held in any other city given the events that surrounded the SCAA's financial situation last year.
So if you discuss this post with anyone else, as I would highly encourage you to do, I want to be clear that the efforts, programs and intiatives that have been put into play are not to gain glory or admiration for anyone involved but simply an effort to make this year's Conference as good as it could possibly be.
This is without argument a transitional year for the Association and the sense and gossip that Charlotte would be a bad show started long before Seattle and was fanned even hotter after the revelations of last September. Add to the melee rumor, conjecture about the leadership, the board and even the future of the Association following those revelations and a stain began to form.
I agree with Rob that Ted Lingle was the one that literally held this association together in those dark days and hours and largely due to his reputation and honorable conduct (traits I fear are unmatched by many currently in leadership positions) was the only one that could do it. That is largely why you saw the outpouring of support financially, morally and in mission orientation. This point was made but I'll reiterate, without him in place the Association as we know it would've evaporated. But I digress.
Mission Orientation is what I'll focus on. Something that happened somewhat effortlessly during the Conference Committee Meetings in September was the quiet coming together of essential people to work on the Conference and the events involved in and around it. As is well known, the SCAA and others lost a lot of money last year and many events coincided with each other due to poor planning and promotion or simply sheer arrogance. The overall feeling of the assembled in Charlotte was the social events were essentially a disaster. Keep in mind, these aren't the people that simply attend and go on their merry way, these are the folks that PAY for it.
Our plan was to assist the SCAA with the events that go on at Conference. We then realized that because we had someone on the ground and a unique situation with the dynamics of Charlotte (small geographic area, etc.) we could do something that had never before been achieved for a Conference. That is, coordinate with the local business and culinary community to basically welcome the coffee people to town. Thus, the Conference Wristband was born.
We knew that networking and business opportunities are essential for people spending money to attend to make it worthwhile (we ARE an association of businesses that have to make money, after all)so the Dine-Around Networking program was put in place so attendees can meet new and like-minded professionals and/or clients at some of Charlotte's premier restaurants. To promote all of the above besides the SCAA's Conference microsite we have USA Today producing a broadcast email that quickly overviews the Conference and will be distributed not only to all the SCAA membership but to Fresh Cup subscribers as well. After the Conference, an animated broadcast email will be produced by USA Today to follow up with the results and tenor of the Conference. Not to forget scaa2006.com which lays out in detail where to go and what to do whilst in the Queen City.
These are all firsts for the Conference and we hope will carry forward to following years to help plan, promote and execute social and networking events and give the show a more coordinated, professional feel.
All the fun stuff as well as the expanded sessions and new tracks were designed to attract more and more new attendees to come but it is most important to encourage everyone to support the Association by showing up to continue the rebuilding process. The Association is critically dependant on Charlotte and Long Beach being exceptional years as far as attendance and sales of resource materials and classes are concerned. It is also critically important for every member to promote and encourage people who are "on the fence" to come out and play. Staying home can't be an option this year or next.
MarkPrince Moderator Joined: 19 Dec 2001 Posts: 5,427 Location: Vancouver, BC Expertise: Professional
Espresso: KvdW Speedster Grinder: Compak K10 WBC Vac Pot: A bit too many Drip: Clive Coffee Drip Stand Roaster: Hario Glass Retro Roaster
Posted Sun Mar 19, 2006, 9:55pm Subject: Re: Why come to Charlotte?
Hey David.
Interesting post, and merit of a better response than this. But I have to go watch the Sopranos right now. But before I do, I wanted to bring someting up.
As everyone knows, the focus on consumers has all but evaporated at the show. That's actually fine for me right now... maybe in a few years, we can redress the need to get the SCAA forefront in consumer minds as being the voice of specialty coffee.
But, Dan Kehn is organizing, through his own tireless efforts, EspressoFest 2006 in Charlotte during the show. Peter G. is helping out immensely.
But not many other professionals are helping out. Very little in fact. Dan put out the call for some pros to get involved in fun events, off-location, to get consumers talking to professionals. And no one's jumping up, and no support at all from the SCAA has been evident, as far as I know.
It would be a great boon to Dan's efforts, and helping ease the disconnect between the org and consumers, if Dan got a bit more "official" acknowledgement, a few volunteers, and the offer of some pros to help out or participate (ie, for eg in the pro-am barista thing).
MarkPrince Moderator Joined: 19 Dec 2001 Posts: 5,427 Location: Vancouver, BC Expertise: Professional
Espresso: KvdW Speedster Grinder: Compak K10 WBC Vac Pot: A bit too many Drip: Clive Coffee Drip Stand Roaster: Hario Glass Retro Roaster
Posted Mon Mar 20, 2006, 12:10am Subject: Re: Why come to Charlotte?
Hi Dave.
I pointed Dan to the thread. I'm sure he'll be happy to touch base with you off the forums.
Now that the Sopranos are over (grin), I'll post a longer response.
I've been a pretty harsh critic of how the SCAA "gets things done" in the past, but publicly, and certainly privately.
That said, I am happy with the efforts to communicate and make members more inclusive to the .org. www.scaa2006.com is a great step. The wristband idea is awesome too. It's great to see a city like Charlotte show its appreciation for the conference. As much as I loved seeing Conference in a place like Seattle, you pretty much know it's a blase, who cares attitude outside of the conference centre and the local premier coffee shops. Starbucks was the prime (and bargain basement) sponsor of the conference, but did we see any kind of starbucks promotion in the town for conference attendees? Not that I'm aware of.
My main concern though is a concern that I've had about the SCAA since first hearing about the "troubles" stemming from the 2001 conference.
Too many eggs in too little (ie, one) basket.
With the current focus on getting as many people to Charlotte as possible, and the focus on "let's make Charlotte and Long Beach banner conference years!!!" I am worried that this too many eggs in a sole basket thing is just going to get worse.
In other words, I've always felt the SCAA needs to diversify a bit. It's conference and not much else. My firm belief is this - as long as that remains true in deeds (ie, which is more than words), the SCAA is always going to remain small when it comes to the membership base (relative), is always going to be in danger (ie 2001's fallout or the current Welker situation), and it's going to alienate.
It will continue to alienate retail members who are often the most vocal about "not being served". There's an argument I hear over and over again. Conference is too expensive for most retailers to consider. Too expensive in time, and in money to attend. These members would rather see regional events staged in lieu of conference. Several I've conversed with over the years have even stated they'd rather see the national conference go, and get regional events, seminars, training, micro-shows instead.
I could go on David, but I don't want to make this post as negative as its heading.
I do support conference and all that it offers. I also have, after a lot of my own soul searching, decided in my own way to fully support the SCAA as much as I can again. This means in part attending Charlotte and bringing the news about the show, in a positive, enthusiastic light, to CoffeeGeek's readers. For a time, I really considered skipping this show. But I am paying the expense, with pretty much zero return on investment, to publicize the show to the half a million people who visit CoffeeGeek each month.
On top of that, I'm considering paying the full floor access fee as a donation of sorts, even though as press, I normally don't have to. Again, to help in little ways that I can to support the SCAA. (I say "consider" but I guess I am now, since I typed it in a public forum ;-)).
I'm looking forward to my first ever visit to Charlotte, and it's wonderful hospitality. And I'm looking forward to once again meeting many old and new friends.
But I'm damned serious when I say, the SCAA really needs serious change. All its eggs in the one conference basket serves many members just fine, but it also doesn't serve a lot of members, past, present, future, and lapsed. And I've come to really think, especially year after year now, that it doesn't serve the SCAA well either when you look at the big picture. Yes, in a good year, it's a major source of income for the org. The biggest. But when things go bad, it has the potential to crush the org. That's bad. And it also, in my firm opinion, causes a substantial amount of hurt to the org's rep - not conference itself, but the fact that the SCAA is pretty much all about conference, and not much else - at least to the perception of many.
This is going to sound harsh, and this is just purely my opinion.
I think this year, the SCAA should be given a land on free parking card by anyone who cares about specialty coffee. Mistakes were made, but instead of dwelling on them, do your best as a specialty coffee person to help the org out of the current troubles. That means attend conference, make it the most successful ever, be part of the solution to make the SCAA better, not one of the problems.
However, I also FIRMLY believe that if the org doesn't learn from its mistakes, demonstrating that in tangible results, and most importantly, learn to serve all members year round, and not just at conference.... if the SCAA doesn't learn this soon and evolve, that free parking card should be don't pass go, head to jail.
The SCAA needs to ditch the albatross that is Conference. Not ditch conference, but ditch the dire reliance on it. Become a year round organization. One that is in the forefront of the specialty coffee movement. This means not only pretending to be the authority on specialty coffee but being it for real. It means providing members with the resources they need to be successful businesses, without costing them 10s of thousands of dollars in conference-associated fees (think a 10 person company that brings half its staff from across the country - it adds up). It means providing usable online resources and networking systems that the SCAA currently does not offer. It means not only looking at everything the SCAA does, but evolving the org.
Anyway, there's my $0.06 on the subject. Can't wait to get to Charlotte!
ThaRiddla Senior Member Joined: 27 May 2003 Posts: 181 Location: Chicago Expertise: Professional
Espresso: LM GS/3 Grinder: Mazzer Mini
Posted Mon Mar 20, 2006, 7:34am Subject: Re: Why come to Charlotte?
In defense of some of the professionals:
I was approached by Dan and I really do want to help out, but the event is right in the middle of the Semi-Finals of the USBC. If I'm lucky and I draw an insanely early comp time, i'll probably swing over there, but most likely, I'll either be warming up or i'll be just coming off my competition and that is not the most optimal situation for me. I'm trying to help in other ways, by promoting it when I can, donating supplies (mostly coffee) and in any other way he needs me to.
Dan knew that there was never really a "good" time to have it this year, with the USBC taking place over the course of 4 days...which is unfortunate. It's a great event, a great idea and I'm looking forward to helping out with it in the future. Hopefully, he and everyone else will come by our booth as well as the BGA booth for some great espresso and great conversation.
hawk Senior Member Joined: 23 Aug 2005 Posts: 10 Location: Charlotte, NC Expertise: Professional
Posted Mon Mar 20, 2006, 10:40am Subject: Re: Why come to Charlotte?
Hi Mark,
Now THAT'S a reply!
I too believe that there is a need for change within the organization and what it offers to ALL members. You're absolutely right, Conference shouldn't be the end all when it comes to services provided and revenue generated. Pehaps in the future (near future hopefully) a package or grouping of services can be devised by member category which will satisfy what the market is asking for.
I often tell my clients that the market will tell you what it wants and it seems that our market, the members, started asking, then yelling and then leaving. A good example is your point about the consumer membership which is ravenous, loyal and committed when it comes to matters of coffee. It would be a shame if we lost that element due to a perceived or real lack of attention and services due to a ignorance of what that segment could offer.
From an economical point of view, this year's Conference IS critical since the mechanics of how the Association generates revenue is concerned in order to keep the machine in gear and rolling. Perhaps in the comings year as we prepare for Long Beach ideas can be fielded to help that diversification occur without diluting the mission (which I believe is a big fear) of the Association to both provide differing revenue streams, services to each member category and thus buffer and protect our beloved Association.
How do we start that process? Hold the fire close to the feet of the board and demand tranparency at he Town Hall meeting at Conference. Voice concerns and ideas openly for the change you and others have mentioned. Since we're in it now we have to see it through.
Pete Senior Member Joined: 6 Oct 2005 Posts: 121 Location: Sweet Home Connecticut
Posted Mon Mar 20, 2006, 2:49pm Subject: Re: Why come to Charlotte?
hawk Said:
I often tell my clients that the market will tell you what it wants and it seems that our market, the members, started asking, then yelling and then leaving. A good example is your point about the consumer membership which is ravenous, loyal and committed when it comes to matters of coffee. It would be a shame if we lost that element due to a perceived or real lack of attention and services due to a ignorance of what that segment could offer.
It is not perception, it is reality. Rob Stephen said on the pf.net podcast that the SCAA is a trade organization only, and not focused on consumers at all. Why would I (a consumer) shell out $45 a year to an organization whose leadership publicly states that I am not on the radar?
hawk Senior Member Joined: 23 Aug 2005 Posts: 10 Location: Charlotte, NC Expertise: Professional
Posted Mon Mar 20, 2006, 3:36pm Subject: Re: Why come to Charlotte?
Hi Pete,
You make a valid and all too repeated point. The SCAA hasn't done a good job reaching out to consumers at large and the Cmember group largely because it started out as a trade organization whose attention was focused on promoting specialty coffee in a commercial setting. Later on, as consumers became educated and proficient in all things coffee the Cmember category was invented. A valiant effort was made by our beloved Fortune Elkins as she hosted events and helped in any way she could to promote the Consumers. I say that work is not yet done. There should be active events, instruction and collaboration from within the Association and at Conference in the aforementioned areas and to reach out and further educate the general public.
Why should you pay $45 for membership is more ethereal and hopeful at this point. There is a segment within the membership that believes that it should remain a trade association only. I don't agree. I see huge value in PR and higher education for Cmembers and the general public (USBC for example) for not only unifying the specialty coffee world but for its growth.
Pete Senior Member Joined: 6 Oct 2005 Posts: 121 Location: Sweet Home Connecticut
Posted Mon Mar 20, 2006, 4:40pm Subject: Re: Why come to Charlotte?
Hawk, thanks for your answer. I'm just a casual observer, not a member of the SCAA. But I would recommend that the SCAA pick a focus and stick with it. The SCAA is clearly limited on resources, and to meaningfully impact overall consumer demand would be way beyond SCAA's budget from what I can tell.
Seems to me that the organization is thinking way too broadly about what it wants to be in, maybe, 15 or 20 years, and not what it can be near term. The most efficient way to impact consumers today is through your trade members-- the retailers-- who already have a vested interest in reaching the consumers. Makes logical sense to me that you focus on helping the retailers now, and then launch your consumer program later, and longer term.
By the way-- what is your role in the SCAA? Are you on the staff?
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