{"id":40313,"date":"2020-01-30T01:42:00","date_gmt":"2020-01-30T00:42:00","guid":{"rendered":"https:\/\/the-slovenia.com\/?p=40313"},"modified":"2020-12-01T08:27:16","modified_gmt":"2020-12-01T07:27:16","slug":"gorazd-cad","status":"publish","type":"post","link":"https:\/\/the-slovenia.com\/en\/business\/gorazd-cad\/","title":{"rendered":"Top Slovenia interview: Gorazd \u010cad"},"content":{"rendered":"

Gorazd, you work and live in one of the most beautiful\ncountries in the world. How would you describe Slovenia in 5 words?<\/strong><\/p>

If I had to describe Slovenia as a woman,\nI would say she is charming, sometimes mysterious, healthy, warm and very kind.\n<\/p>

With so many ongoing projects and responsibilities that you\nhave, how and where do you like to spend your free time? <\/strong>Is there a\nspot in Slovenia that you absolutely love going to unwind after a long work\nweek? <\/strong><\/strong><\/p>

For me, the most relaxing spot in Slovenia\nis actually the place where I live with my family – Dol pri Ljubljani, the\neasternmost part of the Ljubljana plain. I like to call it the Gates of the\nZasavje region. The charming Zasavje hills have been my sanctuary for many\nyears. The area is relatively unknown, waiting to be discovered by avid hikers\nand cyclists. Easily accessible peaks like Murovica, Cicely or Miklav\u017e are only\nabout 20 kilometers from Ljubljana. In my opinion, they are much more\nattractive than many other popular hiking spots around the capital. <\/p>

With decades of experience \nin the marketing and tourism industry. Could you tell us what is the one\nthing that intrigues you the most\nwhen it comes to the marketing and tourism industry?<\/strong><\/p>

I have to emphasize that we specialise in\nB2B marketing with a focus on the meetings industry. What intrigues me the most\nwhen it comes to marketing in the tourism industry is the massive shift towards\nsustainability and how destinations will adapt to this new trend. In the\nfuture, sustainability will be one of the key testaments of our industry. This\ncrisis is a cleanse. Spring cleaning. It is time to question, who we are, what\nwe want to achieve and how to make our industry better, more sustainable. If we\nlook at event marketing, I am fascinated by the fact that the importance of\ncommunication in relation to production\/logistics has changed according to the\nPareto law – the ratio is now close to 80:20. Creating a story around an event\nand building a community has become way more important than just focusing on\nhigh-end, fancy production. I have to say that communication and creating\ncontent is our forte.<\/p>

Among the many \u201chats you wear\u201d in the aspect of your\nbusiness and career, you are known as the co-founder of Conventa. Could you\ntell us what inspired you to get into the meetings industry and later on start\nthe Conventa Crossover event? <\/strong><\/p>

When we were planning Conventa in the\nmiddle of the worst economic crisis in 2009, the response from our colleagues\nand the media was unanimous. You are brave to embark on such a project and dive\ninto the unknown. Conventa was born in a crisis and grew from a crisis. We are\nused to crisis management and changes in the Conventa team. This too has\nenabled Conventa\u2019s development. The event was a classical entrepreneurial\nresponse to the needs of the market and a lack of similar events. At the same\ntime, it was a carefully-planned story that has been focused on the regional\nmarket from the get-go. Every year, the expectations from our partners,\nexhibitors and hosted buyers get raised higher and higher and that\u2019s what\ndrives us to keep going.<\/p>

Conventa is an event that brings together leading experts\nfrom different fields in order for them to share their knowledge. How important\nis to share knowledge and pass\nit on to the younger generations? What knowledge and skills do you find most\nuseful at work?<\/strong><\/p>

A healthy relationship towards the world,\ncompassion and solidarity are all part of the Conventa story. This has helped\nus overcome crises in the past and I am certain that we will beat this one as\nwell. The current situation calls for empathy and camaraderie. Our way of\nspreading empathy is through education and Conventa\u2019s educational platforms are\ntruly important for us:<\/p>

CONVENTA CROSSOVER –\nFestival of events and live marketing<\/p>

CONVENTA TREND BAR – A series of educational events across cities of New Europe<\/p>

CONVENTA YOUNG TALENTS\n– More contacts, more contracts – career development fair<\/p>

As you can probably tell, sharing\nknowledge means a lot to us and gives our project width that not a lot of\nevents have. I personally think that meeting planners must have multifaceted\nexpertise and skills that simply can\u2019t be learnt through listening, but only\nwith doing. More than that, they should have a lot of patience and flexibility.\nThese are some of the key characteristics of good meeting planners. When it\ncomes to events, theatre and literature are always an endless source of\nknowledge and inspiration for me.<\/p>

Conventa Crossover event happened a few weeks ago. How\ndifficult was it to prepare and carry out this year’s event based on the\nrestrictions due to COVID-19? How was this year\u2019s event concept developed in\nterms of that? <\/strong><\/p>

Yes, we successfully carried out the first\nhybrid edition of our Conventa Crossover project. Our team has proven that\nevents can be successfully and safely carried out even in the midst of a global\nepidemic. Uncertainty, strict safety measures, limited resources for marketing\nand stunted airline connections are challenges that meeting planners around the\nworld are facing right now and they are challenges that we faced when preparing\nthe project. Our estimate is that events will be taking place in hybrid form\nfor quite some time. Because you are not limited by the usual physical\nbarriers, you can very easily expand the audience and make the event safer. The\nkey challenge with hybrid events is connecting the live & online audience.\nIn my opinion, the best way to do this is through top-notch content. A\nwell-prepared programme with amazing speakers opens the door for monetisation,\nas people are willing to pay for good content. <\/p>

We must imagine that COVID-19 will bring more changes to\nthe event industry. What do you think will happen and how will the future of\nthe event and meetings industry change?<\/strong><\/p>

Tectonic changes are happening in front of\nour very eyes. In just a couple of months, the entire meetings industry has\ngone digital and made a quantum leap. At the same time, the turbulent situation\nhas caused a major terminological mix-up. Defining virtual, online and every\nother new subgroup of events has become rather confusing. I like to explain the\ndifference to my colleagues like this; virtual events are accessed through\ninterfaces like virtual goggles, helmets, implants etc. and online events are\naccessed through a computer. Despite all these new solutions, the basic human\nneed of socialising and meeting in person is still very high. We are a\nHuman2Human industry, but we have to realise that this new technology is a huge\nopportunity. I am not a big proponent of completely virtual events, but I do\nthink that hybrid formats will become a popular alternative. Technology is a\ntool that will help us create better, more sustainable events, so don\u2019t be\nafraid of taking advantage of it.<\/p>

Since you have the experience of working for both\nSlovenian and international companies we are sure you have noticed differences\nbetween the way one and the other work and communicate. What is the biggest\ndifference between working with Slovenian and international companies? <\/strong><\/p>

Our industry is very\nspecific. I can always tell when someone is passionate about what they do. It\u2019s\nlike we are speaking the same language and it doesn\u2019t matter where we are\ncoming from. When you meet someone, who shares the same passion, a creative\nenergy forms that can move mountains. In bigger productions, companies are\nusually international and I can\u2019t say there is a major difference. We have\nhowever noticed a big difference between the public and private sector.\nCompanies working in the private sector realise that events are a strategic\nmarketing tool and they aren\u2019t just carried out because they need to be carried\nout. This has become even more evident during the epidemic. Every meeting\nplanner has to meticulously measure the effects of their event and KPI has\nbecome a buzz word during the crisis. <\/p>

Any future projects we should know about that you can\nshare with our audience? <\/strong><\/p>

We took advantage of the crisis to develop\nour own hybrid and online event solutions. They are the most logical response\nto the new pandemic reality. We are actually one of the first Slovenian DCO\u2019s (Digital\nConference Organiser). We have successfully carried out over 50 webinars,\nonline conferences and the first hybrid edition of Conventa Crossover. A lot\nmore hybrid\/online projects are in the talks and will be revealed soon.<\/p>

What is the most important lesson life has taught you over\nthe years?<\/strong><\/p>

I often compare the meetings industry to rock\u2019n\u2019roll. It\u2019s\npassion, dedication and striving to be different. It\u2019s showing the best of what\nyou\u2019ve got with all your heart and voice at the right moment. It\u2019s impressing\nyour audience and leaving an impression. It\u2019s establishing an authentic\nconnection with every participant and listening to their wishes. It\u2019s making\nsure that attendees become your fans. The secret and essence of rock\u2019n\u2019roll is\na good idea. The best ideas are simple, clear and unambiguous. Those that speak\nto the heart and soul. Just like music, events are a universal language that\neveryone understands. The idea of rock\u2019n\u2019roll is closely connected to the idea\nof freedom. Rock\u2019n\u2019roll is a way of life.<\/p>

What is your personal motto or philosophy in life?<\/strong><\/p>

Power to the meetings!  <\/p>

I will reveal more about\nthis philosophy in my book that is coming out soon.<\/p>\n","protected":false},"excerpt":{"rendered":"

Gorazd, you work and live in one of the most beautiful countries in the world. How would you describe Slovenia in 5 words? If I had to describe Slovenia as a woman, I would say she is charming, sometimes mysterious, healthy, warm and very kind. 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