NASHVILLE—In a few weeks, October 23 through 25 to be exact, one of the largest crowds in recent SIOR history will descend on this town for that group's Fall World Conference.

But there's an art, and in terms of managing time, a bit of science, to getting the most out of conference attendance. Bryan Poynter, who chairs the breakout-session committee (there's also a chair for the keynote sessions), sat down with exclusive media partner GlobeSt.com recently to discuss why he's so jazzed about coming to the country-music city, and how attendees can ensure they get the biggest yield from the event. When he's not lining up speakers and topics for SIOR, Poynter is vice president of Cassidy Turley in Indianapolis.

GlobeSt.com: What will be the major takeaways from Nashville?

Bryan Poynter: From a macro perspective, the major buzz will be that throughout the country, it's a dynamic marketplace once again, with a lot of new construction, even speculative construction, and a general optimism about where the industrial and office markets are going. It's going to be a beneficial conference for attendees looking to share deals and create opportunities.

GlobeSt.com: How is the education program different from past conferences?

Poynter: We've always tried to create a fine balance in our educational content between office and industrial, between business and personal development, between hot national trends that smart practitioners need to be aware of and the regional trends. We'll have several sessions that are uniquely focused on manufacturing and, because we're in Nashville, there'll be a session treating the resurgence of manufacturing in the Southeast and how that's changing the economy of the entire region. The goal in all of our breakout sessions is to hear people walk away saying, “That alone was worth the investment to come here.”

GlobeSt.com: What's the process of creating a conference agenda?

Poynter: Because we have such diverse membership, representing small and large markets, international markets, office and industrial, when we start to plan our conference education we have to look at the profiles of all of our attendees and ensure these breakout sessions justify their time and investment. We spend a great deal of time brainstorming what we anticipate to be industry trends.

The committee I chair is made up of SIORs from different regions and specialties. The process works like this: immediately after one conference ends, planning for the next begins. It's very labor-intensive, with weekly phone calls for three or four months to plan and execute best-in-class conference education worthy of membership.

GlobeSt.com: Can you give some other examples of how the program reflects membership need?

Poynter: It's usually the sexy projects that make the headlines. The Walmarts and Amazons dominate those conversations. But there are investments made in communities around the country that may not make the headlines but help to move the needles in those markets. In addition to the sessions I mentioned before, we're going to be looking at why those are so important and how issues like labor and traffic, the cost of doing business and incentives impact those business opportunities. We'll also be focusing on the resurgence of healthcare and what the trends are in that area.   

GlobeSt.com: You also put a lot of stock in the networking.

Poynter: The relationships I build with someone in Charlotte or Dallas or Denver or Seattle mean a lot to me in Indianapolis because those markets will oftentimes look to the Midwest when they're representing their clients. Relationships where we build trust and share best practices will ultimately help me be a better broker, not because I might get a deal but because I know what types of deals are being structured out West or in the South or East. It helps me help my guide my clients on a local basis.

GlobeSt.com: So what are your suggestions for attendees to get the maximum yield out of Nashville?

Poynter: This not like going to a trade show. I've never been to ICSC in Las Vegas, but I understand meetings there are planned months in advance. This is not like that. Someone coming to an SIOR conference must be available and willing to participate in all of the events, not just education, but all of the social opportunities, and interact with those who are vendors or service providers. They should come with an open mind and be fully engaged. That's the way to get the most benefit from an SIOR conference.