Plenty of drinks has always been a hallmark of the conference industry. A combination of factors creates the perfect storm: ample opportunity (this is the hospitality industry), a high-pressure sales environment, and a lot of work stress.
The industry has known it has this problem for years. Since 2017, Meeting Professionals International (MPI) has dedicated a room at its conference to AA meetings every day from 4 to 5 pm. It is named “Friends of Bill W” after AA co-founder Bill Wilson.
“Alcohol is ingrained in our culture as a ‘social lubricant,’ and generations of marketing have solidified it as a must-have for relaxation, easy connection and successful networking,” said Alyssa Hart, global sales manager at OTHR Agency.
“It takes willpower to break with tradition, and being the first to try something different can be intimidating. That’s why it’s so important for meetings industry events to lead the way in creating inclusive North American connection spaces — ones that planners can experience, validate these spaces and bring them back to their own teams as new ideas.
A new alcohol-free paradigm
Sarah Reuter, CEO and planner of Elevate Travel Co., confessed online that she is an alcoholic and that she mainly uses alcohol to relieve work stress, especially during the epidemic. Now three and a half years sober, she coaches others on regaining balance and gives public lectures on redefining success.
She and other sober living advocates are creating a new paradigm—one that doesn’t include unlimited alcohol.
“Our industry has been in trouble for too long,” she said. “It’s time to stop constantly blaming other people or our circumstances for our inner state of happiness and bliss. Today, here I am, protecting my own inner peace as a fun, alcohol-free experience designer and still planning epic events and meetings.
“Although I no longer drink alcohol, I still enjoy helping customers choose a quality wine or beer to pair with dinner. Many of our clients are open to the idea of signature mocktails. However, many venues have been slow to respond to North American parties , and there are no quality ingredients or brands.
It’s all about inclusivity
In mid-October, during IMEX America, a panel discussion titled Beyond the Bar, moderated by PMED’s David T. Stevens®, explored how events can be redefined. Among the group’s members is reality TV star Carl Radke (Bravo’s Summer House), who is also the spokesperson for Loverboy’s non-alcoholic beverages.
“You’re serving decaffeinated coffee, so why not alcohol?” he told Skift Meetings after the event.
He describes himself as an alcoholic and says there is definitely a stigma attached to people who don’t drink. “I hope that with more choices and alternatives, we will create a more inclusive environment. I also think we will also have more meaningful conversations at events because people will really engage with them.
At the very least, planners need to realize that an estimated one-third of attendees don’t drink, he said. One planner recalled being scolded by attendees recently because she didn’t serve any non-alcoholic beverages other than soda at her opening night cocktail party.
“I’ve always thought of myself as being inclusive with my speaker choices, marketing messaging, everything. But my focus that night was more on making sure we had a great selection of wine than taking care of our non-drinkers,” she admits . “I won’t do it again.”
Hart recommends specifically designating a “sober space” at the event and providing alcohol-free social activities. “Some of the largest companies in the world already do this; Salesforce has a group called “Soberforce”
“In addition to providing NA options, designated NA spaces can be very effective, especially for events where heavy drinking occurs. It can have a real impact.
