Bruce Morgan has seen BCD Meetings & Events grow from 300 employees when he started there in 2004 to more than 1,500 employees today.
Morgan has grown right along with the company, recently assuming the leadership of BCD Meetings & Events’ Meetings Management business in the U.S. and globally. That is in addition to his leading the Latin American, or LATAM, division.
Morgan has used his 20 years of diverse experience in sales and marketing management, as well as global event management and performance, to create growth and opportunity in the LATAM region. Here, Morgan discusses the growth of the LATAM region and what he sees ahead for the business.
You’ve been heading up the Latin America region. How has that division grown?
We’ve grown through integrating offices and adding offices for meetings and events. We’ve grown on the bottom line and from a customer standpoint. We are wholly owned in Brazil and Argentina, and we’ve had an office in Mexico for some time. We recently acquired a company in Colombia and have an office in Costa Rica. We’ve been adding to our footprint.
What is a Latin American market that you think has been underserved in the meetings industry?
Latin America is an interesting location, including in the event space. Argentina has 50 percent year-over-year inflation, so it’s a challenge to place into the market or for the people there to do business outside the market. There is good value for customers coming into the market, but inside that market, inflation makes it harder to do business in the U.S. or Europe. We have invested heavily in Brazil and we believe in the opportunity in that marketplace, and Brazil has significant growth opportunity for meeting and events industry. In Mexico, for us, the largest market in the region, we do a tremendous amount of business and we don’t see it slowing down.