AMERICAS - The president of San Francisco-based Dwell Media will open this year's Exhibition and Convention Executives Forum (ECEF) with a look at why exhibition producers must make design a priority.

The 2013 edition of the show takes place at the JW Marriott, Washington DC on 29 May. Now in its 12th consecutive year, ECEF is an international forum aimed exclusively at independent and association executives.

In a session titled Design Drives Connections, Michela O'Connor Abrams will explain why the unimagined design of most business-to-business events diminishes their value, demonstrating how design has played a key role in the rapid growth of Dwell on Design, the fast-growing event she founded in 2005.

"Good event design promotes one-to-one connection, the be-all, end-all reason to exhibit or attend," said Abrams.

Abrams received 2012's 'Exceptional Woman in Publishing Award' for a decade of leadership and innovation in the media industry. Previous recipients have included Gloria Steinem, Maria Rodale and Eleanor Clift.

ECEF organizer Sam Lippman said: "Michela understands why quality design is no longer an option, if events are to remain viable in future years."

The 2013 edition will also feature sessions on the accuracy of using business cycles as a planning tool; why producers must change their events to keep attracting attendees; attendee acquisition and exhibit sales round tables.