Dario Cherubino is the creative director at Azimut – Creating Emotions, the only Sicilian company specialized in creating, planning and producing teambuilding activities and entertainment especially designed for the MICE industry. The company was honored with a Site Crystal Award in 2011 for Best Motivational Event in Europe and was named grand prize winner-corporate motivational experiences in the Site Champion of the Year contest in 2012. Dario has been a member of Site since 2007 and, in April of this year, assumed the position of President, Site Italy Chapter.
Site appreciates that being a Chapter Leader is a volunteer position and requires a significant time commitment. What/who motivated you to assume a Site Chapter Leader position?
Dario: I truly believe that commitment as a volunteer Chapter Leader leads to great professional and personal growth. First of all, it provides the opportunity to closely interact with many industry colleagues in your country and around the globe, enhancing your knowledge of the industry and of its major trends. It is also a great opportunity to concretely work to enhance the awareness of the importance of the incentive and motivational events sector among all our stakeholders: institutions, clients and future leaders, such us young professionals and students. This is what motivated me to start serving as a volunteer on the Site Italy Board of Directors.
When recruiting new members, what do you tell them are the greatest personal and professional benefits of being a member of Site?
Dario: We tell prospective Site Italy members that they are joining a “club of excellence” where the best operators of the incentive and motivational events sector around the world come together and share similar levels of professionalism and expertise. From this perspective, our members know that Site is the right environment to find new business partners both on a national and international level. For members, Site is a great source of information, thanks to the educational events that our chapter organizes.
Moreover, we are re-designing our website to make it a new promotional tool, first of all for Italy as a destination of motivational events, highlighting the many opportunities that our country offers for event planners, and for all our members who will have the possibility to showcase their best case histories.
What are some of the educational activities and events Site Italy has planned for 2014 to engage current and prospective members?
The first project I would like to highlight involves some of Italy’s best Universities. Unfortunately in Italian universities, the Meetings Industry has always ben seen as a marginal sector. Partnering with the University courses dedicated to tourism (events are considered a branch of tourism), Site Italy is organizing a set of seminars to explain to our future leaders the main characteristics and importance of incentive trips and motivational events. During these seminars the panel of speakers will be composed by Site members representing the main business categories - DMCs, hotels, and service providers – in order to share knowledge about our industry from many perspectives.
What are some of the key opportunities/issues/challenges that are positively or negatively impacting the incentive travel and motivational events industry in your region?
Dario: The global economic downturn has affected our industry. Unfortunately, events are usually the thing companies cut when they face economic difficulty and this has heavy repercussions for the whole meetings industry. Under the circumstances, it is more important than ever that Site and its members spread an awareness of the importance of strategically investing in incentive and motivational events.