2.24.26

An FC Barcelona Match at Spotify Camp Nou

By Todd McElwee

How lucky am I ?

That’s the question that kicked off an afternoon of joyful pondering. It arose in the back of a taxi somewhere along a freeway 10 minutes out from Spotify Camp Nou and FC Barcelona’s February 22 match against Levante U.D.

A few weeks ago, shortly after booking my flights for MPI’s European Meetings & Events Conference (EMEC) in Barcelona, I emailed Barca’s press team requesting a credential. Hoping to sweeten the pot, gràcies, thank you in Catalan, concluded my message.

Expectations were low.

A few days later, a polite rejection email, in Catalan, arrived. No worries.

But the next day, another email…please complete an official profile. Hope springs eternal.

A day later and “La vostra sol·licitud ha estat revisada i acceptada.” I was in!

Fast forward to approximately 3 p.m. on February 22, and a credential, complete with the second terrible portrait photo I’d taken in a month (my despicably bad passport from Walgreens is available by request), was dangling from my neck.

Some background: Before USAE, I was a sports reporter, mostly for the Washington Post company. I’m also a soccer (better say “football,” as I’m writing this from the press stands at the stadium and could be expelled for

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Conversation with Richard Allchild, Head of Sales, North America, IMEX, and Chair, MPI Foundation Global Board of Trustees

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My Barcelona: Núria Muñoz, Communication & Marketing, Barcelona Turisme Convention Bureau

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Scene At MPI’s European Meetings and Events Conference

MPIF Scholarship Recipients Attending EMEC in Barcelona

By Todd McElwee

The parties. The auctions. The fundraisers. At the end of the day, these initiatives aren’t about the money for the MPI Foundation (MPIF)— they’re about the people those funds can benefit.

Valeriia Bilozertseva and Franck Barbaras are two of those individuals, with both receiving MPIF scholarships to attend the European Meetings & Events Conference (EMEC) in Barcelona.

Bilozertseva, Guest Relations Agent at Hotel Bristol, a Luxury Collection Hotel, is a member of MPI’s Poland Chapter and attended last year’s EMEC in Istanbul.

“What I appreciated most about the event was its combination of educational and

cultural perspectives,” she told USAE about the 2025 edition. “The program introduced me to Turkish culture, which I found absolutely fascinating, and offered a rich learning journey where I met truly inspiring professionals. They generously shared their experiences and insights while also valuing the perspectives of the younger generation.”

Bilozertseva added that attending EMEC helped her overcome a hesitation to approach new people.

“The networking workshop, in particular, provided practical tools that I continue to apply at events today,” she said.

Since EMEC 2025, Bilozertseva has organized

USAE xchange

Conversation with Richard Allchild, Head of Sales, North America, IMEX, and Chair, MPI Foundation Global Board of Trustees

The MPI Foundation’s mission is global in scope. This week, on the Mediterranean coast at SLS Barcelona, the organization is continuing its work to promote the individuals within the meetings industry. Allchild connected with USAE during MPI’s European Meetings & Events Conference (EMEC).

USAE: What is the MPIF’s primary goal during the EMEC?

Allchild: We want to spread the word about the scholarships we offer—these are open to everyone whether you’re a newbie or an established professional. I’d love EMEC attendees to think about who in their network might benefit from this kind of support. Are you mentoring someone or is there someone on your team who could make use of this opportunity?

Fundraising is also top of our

agenda during the show—we gave back an amazing $243,000 to our community last year and want to keep that momentum going this year. The support scholarships offer is really essential for our industry—if costs keep passionate, talented people out of the room, then we all lose.

USAE: When speaking with a recipient of a MPIF grant or scholarship, what is the one thing you hear the most?

Allchild : Many of our scholarship and grant recipients have shared how the opportunities they’ve been given have opened their eyes to the scale, generosity and sense of community within the business events industry. That feeling of belonging to something bigger really does make a difference. Getting to know others in our sector also reveals just how many career paths exist, and it’s been a real pleasure watching people grow and progress through the industry.

Take Viktoriia Yushkaliuk, for example. When the war in Ukraine began, we funded 30 final-year hospitality students so they could complete their studies in Poland. Viktoriia was one of them.

After completing her education, she went on to take part in last year’s IMEX-MPI-MCI Future Leaders Forum, where she won the International University Challenge with her event proposal “Mental Health & War: Healing the Invisible Wounds.” Her powerful concept highlighted the emotional toll of conflict and demonstrated how events can serve

as meaningful spaces for dialogue, understanding and support.

As a result of winning the challenge, the Foundation also supported Yushkaliuk in attending EMEC—and not just as a participant. She’s taking to the stage as a speaker, co-leading a

roundtable with Luca Favetta, Board Member of the World Tourism Forum Institute International Council, titled “Legends & Futures: Bridging Generations in the Meetings & Events Industry.” It’s a remarkable milestone

Bogdan Manta Explores Our Brains at MPI’s EMEC

By Todd McElwee

In the beginning, Bogdan Manta, Organisational Neuroscientist, The Essential Experts, asked his audience at MPI’s European Meetings & Events Conference (EMEC) at SLS Barcelona from February 21–24 to decide which keynote speech they wanted to hear.

In the end, he asked them to dance, for a second time, to “If You’re Happy and You Know It.”

In between, Manta shared how to gain practical techniques for decision-making under pressure and for influencing emotional regulation in high-stakes situations.

A choice had to be made: Should Manta present “Authority: The Science of Presence and Influence” or “Neurobiologically Irresistible: The Brain Science of Unforgettable Experiences”? Sixty percent selected the former.

Manta’s session was built to showcase the neurobiology behind executive presence and learn how the brain perceives authority, trust and credibility. Presenting research, dispelling myths and interacting with the audience, the energetic Manta shared a variety of practical techniques for pro-

ductive communication, retaining agency and decision-making under pressure in high-stakes situations. The presentation mixed advanced academia with everyday situations, such as what the best background is for video conferencing.

The brain needs social connection, Manta noted. Studying the impact of real, blurry and fake backgrounds, Manta said artificial settings kill connection while real and blurry backgrounds promote it. The best results for productive connection and influence are made by starting with a real background before switching to a blurry setting, Manta said, which help those on the other end of the call to focus entirely on the other individual.

Manta also shared that preparing for a meeting should not be about your material, facts or pitch, but rather about the person you’re meeting with. Instead of spending 80% of the time building a sale pitch, delve into the person on a more personal level, not their LinkedIn profile, Manta urged. Browse social media, Google them and then establish connections on those fronts.

Manta also encouraged adapting to the specificities of the culture of the person with whom you are speaking. Speaking for a bit, Manta stopped and said our minds need a break after 30 minutes of sitting down. Moving is a catalyst for thought. Asking everyone to stand, he led the crowd during a dance to “If You’re Happy and You Know It” before returning to his talk. Another round of dancing closed out the session.

The Essential Experts specializes in high-impact leadership programs and hyper-personalized learning experiences. Manta holds a variety of advanced degrees in neuroscience and behavioral economics.

“His work bridges the gap between neuroscience and practical leadership, helping professionals unlock the full potential of how people think, connect, and perform,” MPI said.

HOTS Sailboat Sighting… A single sailboat is slowly passing by on the Mediterranean Sea. This message comes to you from HOTS’ fifth floor balcony at the SLS Barcelona overlooking the water. It’s sunny, 65 degrees and the breeze is blowing the palm trees ever so slightly. Thank you, MPI, MPI Foundation, Mary Prevost and the SLS Barcelona for this wonderful experience.

E

Publisher & Executive Editor 1982 – 2021 Anne Daly Heller

Publisher-Emeritus Ross E. Heller ross@usaenews.com

Publisher James Heller james@usaenews.com

Associate Publisher Todd McElwee todd@usaenews.com

Managing Editor Jonathan Trager jon@usaenews.com

Hotel Editor Jordan Bradley jordan@usaenews.com

Creative Director Diane Nichols dkn@usaenews.com

Graphic Designer Danielle Erbe

Marketing

Christy Pumphrey christy@usaenews.com

To

HOTS HOTS

HOTS International Experience… EMEC is truly an international event—while in Hamburg, HOTS

had breakfast with individuals from Belgium, Germany and the United States. HOTS had drinks with pair of Dutch ladies, discussed a bit of soccer with English attendees, had

a cab driver from Canada (by way of India) and corresponded with individuals from Barcelona, Poland and France. HOTS even had a layover in Dublin on the way over.

My Barcelona: Núria Muñoz, Communication & Marketing, Barcelona Turisme Convention Bureau

Welcoming MPI’s European Meetings & Events Conference (EMEC) to her city, Muñoz shared some personal favorites and local insights to help visitors make the most of their time in Catalonia’s capital.

When I need coffee, Pasteleria Mauri is my first stop. This iconic pastry shop, founded in 1929 and still run by the same family, isn’t just about sweets; it’s also a classic spot in Barcelona to sit down with a perfectly

MPIF Scholarship

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Future Leaders Forum 2025 Poland in partnership with IMEX-MPI, attended IMEX Frankfurt and the MPI Poland Chapter annual summer meeting.

Barbaras is a veteran business industry events professional. Based in France, he is running MICE BRIDGE SOLUTIONS, a consulting firm. He also attended EMEC24 in Luxembourg thanks to a scholarship after losing his job. His primary takeaways have been reconnecting with industry members, establishing new contacts and bringing home insights and practices to incorporate into his professional life. He has attended numerous EMECs since 2006 as well as MPI’s WEC once. Bilozertseva and Barbaras both endorsed participating with the MPIF.

“I would strongly encourage others to engage with the MPI Foundation, as it offers a supportive platform for taking first steps in the meetings industry and for continuing professional growth,” Bilozertseva said. “It brings together passionate experts who help build confidence, share knowledge, and

brewed espresso while enjoying exquisite pastries or artisanal chocolates.

I cannot resist a dessert at Escribà This historic pastry shop on La Rambla offers exquisite treats, but my favorite is a xuixo, a sugar-coated fried pastry filled with creamy custard.

The most peaceful spot in Barcelona is Can Calopa. Hidden among vineyards on the slopes of Collserola, Can Calopa feels worlds away from the city’s bustle. It’s perfect for a quiet stroll and to sip a glass of local wine while enjoying the view.

Gràcia is often overlooked but is worth visiting. This charming neighborhood is full of narrow lanes, small plazas, and vibrant cafés. Don’t miss the Casa Vicens, Gaudí’s first major work, which showcases the early genius of the architect in a colorful and whimsical style.

Cañete has the best tapas in town. Order the croquettes and try their Escudella, a hearty hot soup with meatballs that feels like a warm embrace on a chilly day.

If I have 30 minutes for lunch head to Mercat de Sant Antoni. This bustling market is a true slice of Barcelo-

inspire development. Thanks to the MPI Foundation, I have been able to explore the tourism industry more deeply, engage more actively within the field, and connect with incredible people.”

Barbaras noted that MPIF offers great support to event professionals including backing young leaders. He called its contribution to the industry “high.”

Richard Allchild

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and an incredibly exciting next step in her journey.

USAE: The trust in public institutions feels less stable than ever before. How does the MPIF publicly reinforce the purpose of its mission?

Allchild: The Foundation was established more than 40 years ago, giving us a long and proud history of supporting our community. Our “secret sauce” is that we’ve stayed true to our mission: Advancing our industry by strengthening our community.

Over the years, we’ve evolved and adapted our funding strategy to meet the needs of the moment. The use

na life, with vendors selling everything from cured meats and cheeses to homemade pastries, local olives, and seasonal produce. It’s perfect for a quick taste of authentic Barcelona life.

Is there anything a visitor can do to truly feel like a Catalan? Absolutely. On a sunny day, join the locals for a vermut on a terrace, watching the streets go by. Sip the aromatic, slightly sweet vermouth, pair it with some olives or anchovies, and soak up the relaxed rhythm of Barcelona life—it’s one of the simplest and most authentic ways to feel part of the city.

Do not miss the Museu Nacional d’Art de Catalunya museum. Perched on Montjuïc, the museum is home to breathtaking Romanesque frescoes, Gothic paintings, and Catalan modernist works. Make sure to stop by the museum’s restaurant, l’Absis, where you can enjoy a meal while taking in fantastic panoramic views of the city, a perfect complement to the incredible art inside.

F.C. Barcelona or RCD Espanyol? Barça is in my heart. There’s nothing quite like the atmosphere at Camp Nou on match day.

of unrestricted funds, for example, allows us to respond quickly to global events—such as providing support for Ukrainian students following the outbreak of war.

USAE: What is one aspect of the MPIF that would surprise someone?

Allchild: We’re lucky to have a broad range of people on our board, with members from across the UK, Ireland, South America and North America. Some are long term MPIers (more than 30 years), and others… well, let’s just say they keep our focusedbut-fun WhatsApp group lively with a steady stream of selfies (I’m naming no names).

USAE: Aside from board service or donating, how can one contribute to the MPIF’s mission?

Allchild: Come and join us at one of our events! They’re varied, they’re fun and they really help to drum up support. Take, for example, MPI Rendezvous at IMEX America last year. This glitzy evening at Drai’s nightclub raised a fantastic $500,000 for the Foundation. We don’t call it “the party of parties” for nothing!

FC Barcelona

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incorrect terminology) nut. When I heard EMEC was in Barcelona, my initial two thoughts were: Angela, my loving wife who studied abroad in Spain, is fluent in Spanish, adores Barcelona, and attended last year’s conference in Istanbul will be thrilled, and is Barca playing? They may not have occurred in that exact order; it’s difficult to recall.

What should I order?

There’s no tailgating around Spotify Camp Nou. The stadium’s currently under renovations—which do not diminish the match experience whatsoever—and in the middle of the Les Corts district. If you’ve been to Chicago, Spotify Camp Nou’s intimate positioning is akin to Wrigley Field. Just like the market or cafés or apartment buildings it a neighborhood spot, just one that happens to be Europe’s largest football stadium with a capacity of 99,354 when fully functional.

Ninety minutes before kickoff, I stroll into a cafe three blocks from the stadium. Calamari, French fries and an Estrella Damm, that’s the order. My Catalan and Spanish is virtually nonexistent. The bartender’s English was equally lacking. Nevertheless, beer in hand, I grab a sunbaked outdoor table. A few minutes later my fries come, then the rest of my order arrives. Two plates: Calamari and calamari legs. I must have ordered both. Genial!

At the bustling café, which mir-

rored the dimensions of a sizable walk-in closet, I was amongst the few not wearing Barca attire. Professional journalists must be unbiassed. And from my order, you can see I’m nothing if not the consummate pro.

All around, a parade of people donning the redand-blue-striped Bara jerseys, the same ones you will see in every corner of the globe (the club had more than 337 million social media followers in 2024; comparably, as of early this year, the Dallas Cowboys are the most-followed NFL team on social media and have a combined following of over 19.7 million, according to Statista), strolled by. Next to me, three women smoked cigarettes during an animated conversation about who knows what. Perhaps they were puzzled by my abundance of calamari and calling me an idiot in Catalan. Did I hear “idiota”?

Where do I go?

really didn’t fill until right before kickoff.

Receiving my badge an hour before the match, I begin finding my way to the press stand. I end up amongst construction trailers. Thankfully, the credentialing attendant left her desk and showed me the way. Up to the third level where I walked from one end to the other. Utterly lost. Thankfully, two more team members directed me to the stand; halfway up, virtually parallel to penalty box. Row 2 seat 91. Unbelievable!

Throughout the entire process, Barca’s staff was nothing but accommodating and patient, ànims!

Twenty minutes to kick off.

Spotify Camp Nou was surprisingly subdued prior to the match. There was a DJ spinning songs, including the many U.S. chart toppers in Catalan as well as Journey’s “Don’t Stop Believin’” in the king’s English. Rumor has it that it’s illegal to translate that song, but how do you say “South Detroit” in Catalan?

Pre-match announcements were few. The stands, many of which sat vacant due to construction,

Five minutes to kickoff and Spotify Camp Nou is now very alive as the crowd sings every Barca starters’ name.

Here we go!

What are they saying?

Other than “Barca, Barca” and names, I have no idea. Doesn’t matter. Singing and chants reverberate throughout the match. It’s infectious and hard to not join—there’s no cheering in the press box, though I do silently sing along to “Olé, Olé, Olé.” I FaceTime with my wife and kids to share the experience.

The volume amplifies to 11 when a goal is scored. Each of Barca’s three tallies is followed by chants of the scorer’s name. Perceived bad calls were not greeted by boos, but rather what sounded like whistles. Even a faint Levante cheer from visiting fans arises in first half stoppage time.

Nobody leaves their seat. Nobody. There’s no TV timeouts in football; it’s delightful.

Being at a Barca match is intoxicatingly enjoyable and welcoming. How do I not jump from my seat during every goal or unworldly save? Channeling a James Bond line from “Goldfinger,” “Discipline, 007. Discipline.”

Admittedly, part of the first half was spent following the U.S./Canada men’s gold medal hockey game via the ESPN app. I did cheer in the press stand when I saw the Americans captured gold. “Damn right,” I said, “that’s awesome, U.S.A.” My cover was blown.

The phone went into my pocket

for the second half. My attention was completely on the pitch and the stands. The game—and total experience—is engrossing, and it surely has to be for even a non-football fan. It’s an occasion and a gathering and a show. Who wouldn’t love this?

There’s a unique energy here, one different from any sporting event I’ve attended. It’s completely authentic and local—though I did not hear “Don’t Stop Believin” played anywhere else in town—and very noncommercial.

During Francoist Spain, and beyond, it’s easy to see how Barca took on, and helped uphold, the Catalan national identity. I did not see a Spanish flag at Spotify Camp Nou.

A Catalan flag was waved following Barca’s goals. Barca is just as much of the local identity as Gaudi or taps, and perhaps more so. The Catalan flag is on the team’s badge. This is Barcelona.

Creating authentic, immersive experiences is something we often hear about in conjunction with major meetings industry events. This is it in Barcelona. Local pride. Local history. Local culture. Easy in. Easy out (the fastest I’ve ever departed a stadium or arena). A recommendation for the meetings industry: If you’re here, build this experience into your event.

Maybe attendees will even learn something, because after all, isn’t a major sporting event simply just a giant meeting?

The final whistle. A 3-0 Barca win. Thank you to the club for allowing me this unforgettable experience. One question remains: When will I be back?

Scene At MPI’s European Meetings and Events Conference