Leonard Hoops, president and CEO of Visit Indy and the incoming chair of PCMA’s 2024 Board of Directors and Trustees, outlines his goals for PCMA in the upcoming year. Hoops, who has been involved with PCMA for a significant part of his career, expresses his commitment to giving back to the organisation that has played a crucial role in his professional journey.
In 2024, Hoops aims to maintain and build upon the momentum of initiatives like the exponential growth strategy, which officially launched in 2023. The strategy focuses on expanding PCMA’s reach beyond increasing membership numbers, aiming to engage a broader audience within the business events space. Hoops sees 2024 as a pivotal year for advancing this multi-year process.
Another key goal is finding the “Goldilocks Zone” for PCMA, striking the right balance between engaging senior event strategists and nurturing the next generation of leaders. This involves addressing the challenge of staying connected with experienced professionals while fostering the development of emerging talents. Additionally, Hoops emphasizes the importance of growing internationally while continuing to support and cultivate PCMA’s core North American base.
The third category of goals involves positioning PCMA as an industry leader, particularly in areas like artificial intelligence (AI), sustainability, and diversity, equity, inclusion, and belonging (DEIB). PCMA’s Project Spark, focused on AI tools and resources, is highlighted as an initiative to keep the association ahead in the rapidly evolving landscape.
Reflecting on challenges and opportunities in the events industry in 2024, Hoops underscores the impact of AI across business sectors. He emphasizes PCMA’s role in providing AI tools and resources to its members as a unique advantage. Furthermore, he discusses the perpetual challenge faced by CVBs, venues, and industry partners in balancing customer demands and stakeholder expectations.
As part of his recommended reading for the events industry, Hoops suggests “Freakonomics: A Rogue Economist Explores the Hidden Side of Everything” by Steven D. Levitt and Stephen J. Dubner, a book that has influenced his thinking and decision-making in various business situations.
