HBAA unveils new brand identity

HBAA, the trade association for the Meetings, Events, and Accommodation Industry, has unveiled a new brand identity - Beam - at a members and partners meeting today (15 October). The association said the name begins a new chapter for the association that is based on the “solid foundations” of the last 24 years. Underpinned by the association’s four pillars, `Resilience, Innovation, Ethics, and Quality`, it added it will ensure that the association remains “relevant and sustainable” for the future. Beam said its board has, through member and peer engagement, for some time recognised the “need for change and the need to have an identity that truly represents the span of membership today and tomorrow”, as well as continuing to be at the forefront of the industry in future. As such, the new identity and plans for extensive changes are the result of extensive research. The association said members of Beam will benefit from being part of a wider community with tools and content accessible to members, as well as strategic partnerships developed to aid members’ business growth. With membership being for both agencies and venues, it said the change “ensures that both sides of the sector are truly represented, respected and encouraged to do business together”, for the benefit of the end customer. In addition, to fulfil Beam’s mission, the association will be launching three new board positions: industry relations director, next generation director, and content delivery director. The industry relations director will serve as a primary face of the association to attract and retain members and garner support for events, and special initiatives. The next generation director will serve as a primary face of the association to attract, retain and recruit next-gen talent as the emerging faces of the industry and future leaders, and will provide a new outlook on industry matters and the direction of the association, from different angles. Finally, the content delivery director will serve as a primary role to ensure that the association curates “authoritative, knowledgeable and forward-thinking content across all channels”. Beckie Towle, HBAA marketing director and founder of Events Raccoon, said: “Beam will shine a light on our industry and on its members. It will be outward facing into the industry and to government, collaborating and striving for a united voice. “Beam will continue to champion change and lead the debate on key issues that will impact our industry, with macro environmental issues at the forefront, with clear collaboration pathways across the sector, while creating the industry leaders of tomorrow. Our new identity gives us real purpose and true representation of our membership.” Angie Mason, founding member of HBAA, added: “As a founder member of HBAA, and having enjoyed the opportunity to contribute to its long-term development, I am delighted that the Association continues to go from strength to strength with the transformation to Beam. “All good things evolve to become their best and this is a perfect example. Our industry thrives on best practise, learning and networking and these are the areas in which beam will lead. It will continue to be the voice of its members on a wider stage and lead the way for the continuing transformation of the business events, accommodation and meetings sector into the future.” Over the coming months Beam will unveil further details of the strategy and vision, as well as the membership benefits that it will offer and provide.