DTM3701 Assignment 2 Semester 2 2023 | Verified Answers | Graded A+

Case Study: IAYA Conference
The International Association of Young Architects (IAYA) represents architects who are
leading in innovative architectural practices and have less than 15 years of work
experience. IAYA members are passionate about living and work spaces that improve
local communities’ personal and professional life quality and enable the community to
come together. IAYA has come across the purposeful meetings concept, which involves
taking a holistic view of conferences and optimising parts of the conference experience
to create positive and long-lasting effects for both the participants and the host
destination. They have asked you to come up with a creative concept for their optimised
conference. The conference is aimed at providing a platform for networking and
discussing industry trends, innovation in building materials, design, methods of
operation and engaging the local community. The conference is planned to be a WOW
event for 250 participants from all over the world and is scheduled to take place over twoand-a-half days in September 2020. The first day will include arrivals and a social event.
The conference programme is highly interactive and the afternoon sessions will be
experiential (study visits, hands-on learning or “idea pitches” by members (TED-style
talks about their own game-changing ideas and best practice examples).
IAYA requires a “brain-friendly” learning environment, including enough and
appropriate breaks, healthy meals, meditation, and space and time for reflection and
capturing ideas on how to implement the new knowledge. Because networking activities
should enable the participants to build meaningful connections, they must be themed or
partly facilitated. IAYA is regarded as a thought leader in sustainable architecture and
therefore the conference has to be fully “green” and has to include a legacy project to
create a positive impact for the host destination on the last day.
The event must be partially self-funded through sponsorship or other means. The
Harriott hotel group is the main sponsor and will provide a contribution of R10 0000.
They will also provide meeting rooms and audio-visual services for any part of the
event taking place on Harriott property. As the professional conference organiser
(PCO), you also have to decide on a destination that is attractive and relevant to the
participants’ industry and, where possible, the conference or parts of it should take
place at a Harriott hotel. The participants are seasoned travellers and expect to
experience the unique features of the host destination.
Against this background, answer the following questions.