ADVERTISING SUPPLEMENT TABLE OF EXPERTS

SPONSORED BY 18 ST. LOUIS BUSINESS JOURNAL ADVERTISING SUPPLEMENT 19 MEET THE EXPERTS TABLE OF EXPERTS

CAMERON SCHOEFFEL JULIA ROW JENNY NIXON

Cameron Schoeffel received his bachelor’s degree As Director of Special Events for the St. Louis Jenny Nixon is the executive director Tourism in hospitality management from the University of Cardinals, Julia Row oversees marketing, sales Innovation enterprise of Bi-State Development Missouri – Columbia. He’s worked in the hospitality and production of non-game day events at Busch which is responsible for the Gateway Arch industry for almost eight years with experience in Stadium and Cardinals Nation in Ballpark Village. Riverboats and for the sales, marketing and restaurants, banquets, hotel sales and convention Since Row joined the Cardinals in 2011, she has led operation of the Gateway Arch tram and ticketing services. Schoeffel has been with Lodging the special events department in promoting and and reservation system. In that role, she has Hospitality Management for four years and within activating thousands of private events, as well as led Bi-State Development in issuing millions of the past year have taken over as the train sales and several stadium-wide events. The 2011 U2 concert, dollars in revenue bond financing for design and events . His job duties include overseeing four internationally acclaimed soccer matches construction of capital projects over the past few the Polar Express, Peanuts Express, servicing groups and two Galas are among the notable decades. Her team leads the effort to market the on the trains, along with sales. Schoeffel and LHM events Row and her team have produced. She Arch as a national and international symbol of St. have been able to provide guests with a of and the Cardinals Special Events team are now Louis and the State of Missouri. Nixon has worked unique experiences, such as stationary events on preparing for the upcoming Paul McCartney for Bi-State Development for more than 35 years. cars or luxury trips across the country. Schoeffel is concert and the NHL Winter Classic; two of the She began at Bi-State Development as an intern, currently in the process of developing a marketing biggest tickets in St. Louis for the upcoming year. completed a master’s degree in public policy plan to promote and re-introduce trains to Union administration and was hired as tram operations Station and the region. manager at the Gateway Arch. Most recently, she has served as one of the Alliance Partners in the CityArchRiver project, which includes the PHOTOS BY DILIP VISHWANAT | SLBJ renovation of the Jefferson National Expansion ROUNDTABLE Memorial grounds, museum and Old Courthouse. Most notably, throughout her career Nixon has worked to build new partnerships that help market our region. Tourism and business meetings

R WHY IS TOURISM IMPORTANT TO Julia Row: Obviously, we’re proud of Sara Newell: Tourism has given us the can book a hotel room. You can do your OUR REGIONAL ECONOMY? what the team is able to do as ability to do a significant restoration at menus. You can plan a meeting without well as the fact that fans travel from near Union Station. It’s given us the ability picking up the phone, without talking to Brian Hall: According to an indepen- and far to come see the team. Our Spe- to provide some renovation of a build- anyone. That is interesting for those of dent research organization known as cial Events team is an extension of the ing that has made St. Louis very special. us in hospitality because that’s not what Global Insight, travel and tourism gen- baseball team. We’re happy about what It was the center of the country and the we are about. At Hilton at the Ballpark, erates some $5 billion worth of econom- we’re able to do as a team for non-base- center of the rail lines. It was the busi- you can now check into a room and nev- ic activity in the St. Louis region each ball events, like concerts or the upcom- est train station in the United States from er speak to one human if you don’t want year. The tourism industry employs more ing NHL Winter Classic where we are 1890 until the 1940s. There’s the Allegor- to. You can use your phone as your key. than 85,000 St. Louisans, making us one keeping those in the ballpark employed ical Window and Grand Hall and that is of the top 10 industries in this commu- year-round. That’s important not only for San Francisco and New York looking at Brian Hall: One of the things that nity. As part and parcel, we welcome employment in the stadium, but also for St. Louis. This is a very important build- we’re particularly excited about is the an estimated 25 million travelers to St. what the additional economic activity ing to this country and to St. Louis. fact that meeting attendees are travel- Louis each year that come from around means to surrounding hotels and busi- ing with their families. They’re bringing MIKE KONZEN BRIAN HALL SARA NEWELL the globe. In fact, we have a lot of inter- nesses. These additional events are not R WHAT ARE SOME OF THE TRENDS their families when they come to St. Lou- national tourists that come here. I can’t just important for the dollars that are IN TOURISM RIGHT NOW? is, which plays perfectly into our fami- For the past six years, Mike Konzen has served as Brian Hall is the chief marketing officer for Explore Sara Newell is the director of sales for Lodging tell you how often I’m over at the Arch spent within our downtown, but also I ly-friendly position, because there are so chairman and CEO of PGAV, which has a staff of St. Louis and is responsible for leading St. Louis’ Hospitality Management’s Hilton St. Louis at the and I run into people speaking French think it’s also important for what it does Cameron Schoeffel: Social media, many things that family members can do more than 125 professionals in three operating brand marketing activity in attracting visitors Ballpark and St. Louis Union Station Hotel. She or German or any other language imag- for our community morale. e-commerce, and e-events, are very pop- when they come here. When they have a divisions. Today, PGAV Destinations is the of all types to the region. He also serves as the is responsible for overseeing all group sales and inable. That said, our core tourism pros- ular. We see a much younger generation little down time, they discover some of largest independent creator of attractions and Executive Director of the St. Louis Civic Pride catering functions at the two hotels. Newell joined pects reside within a 200- to 500-mile Brian Hall: A lot of people lose sight of that grew up using the internet and social the great attractions that we have. The destinations in the industry, with projects equaling Foundation, a group dedicating to unleashing LHM at their Westport properties in 2004 as a more than $5 billion over the past 10 years. PGAV St. Louis civic pride. Hall is a recognized leader meeting concierge, soon transitioning into the radius surrounding St. Louis seeking all the fact that because of tourism and the media, and we’ve seen the impact of this second thing that we’re finding is that has planned and designed projects at many of in the field of travel and tourism marketing and world of hotel sales as a sales manager. She has types of vacation experiences here in our money tourists infuse into our economy, in our hotels with new initiatives such as multigenerational travel is really on the the world’s “must see” destinations, including advertising with over 25 years of experience in also served as the director of sales at the Marriott community. we have a quality of life through tourism e-bookings where guests can book meet- rise. Grandparents may host or they may the Grand Canyon, Biltmore Estate, Kennedy hotels, destinations and airlines. A frequent guest St. Louis Airport and Hilton St. Louis at the Airport. assets that we wouldn’t otherwise enjoy. ing space without ever having to speak come along, and parents and grandkids Space Center, Chimelong Ocean Kingdom, the lecturer at several colleges and universities, Brian She is a University of Kansas graduate, majoring in Georgia Aquarium, Gettysburg, Bass Pro Outdoor regularly speaks on travel and tourism marketing business communication with a minor in History. Mike Konzen: One of the things that’s For example, we wouldn’t have the won- with someone. Accessibility is one of the are all together enjoying an experience World, Saint Louis Zoo, Universal and SeaWorld issues. He is a long standing member of the While not at the hotels, Newell enjoys spending time wonderful about tourism but not well derful array of world class attractions in most important factors in our industry, here in St. Louis. Adventure Parks. Hospitality Sales and Marketing Association with her husband, Rob, son Cam and two beagles. known is that it is a growing industry It’s St. Louis, if not for tourists. Nor would we everyone wants to be able to access on He completed his master of architecture degree International (HSMAI) and holds Doctor of She is an avid runner, Jayhawk and Cardinals fan. really growing faster than the U.S. econ- have as many entertainment options or their phone and book a room or book a Julia Row: We have noticed that peo- from Washington University. He is currently Management (DMgt) and MBA degrees from omy is growing. We see that in a number as many restaurants available to us. Plus, meeting space. And it’s all really turning ple are now wanting memorable experi- serving on advisory boards for both the Tisch Webster University, and a BS degree in Economics Center for Hospitality and Tourism at New York and Marketing from the Whittemore School of of cities. It’s the unsung hero of economic tourism tax revenues save us, as residents to that. It’s almost making that genera- ences. They want to provide their guests University and the Friends of Tower Grove Park. Business & Economics at the University of New development in many cities we work in. of St. Louis, tax dollars, because many tional changeover a bit. We’ve really seen with something they’ve never done Hampshire. Very few people connect the dots about services are being offset and provided for this through the younger meeting plan- before. A lot of times people are going how important it is to grow jobs in a by the revenue collected from tourists. ners that are overhauling the industry.. to meetings or conferences and it’s the community, particularly jobs that reach same thing over and over. You’re sitting out to the entire spectrum of experience Jenny Nixon: St. Louis is second only Sara Newell: All of the hotel brands in a square room. You’re having a lunch and education for people. So, it is very to Washington D.C. in the most free have gone to making the process very powerful. attraction venues. We’re a real bargain. easy for the younger population. You CONTINUED ON NEXT PAGE 20 ST. LOUIS BUSINESS JOURNAL ADVERTISING SUPPLEMENT 21 TABLE OF EXPERTS TABLE OF EXPERTS

CONTINUED FROM PREVIOUS PAGE ing in that it connects with the millen- Jenny Nixon: For years, it was the Brian Hall: If you look at the way nial generation and many other clients. mom that made the decision about where the hospitality industry is performing or a dinner and maybe some cocktails. It We did a recent study on attraction atten- the family was going on a vacation. That in St. Louis, particularly hotels, and you used to be more about interacting with dance nationwide and found out that the was the absolute bottom line. Now, 20 compare our performance to the rest of the attendees that are there with you. No. 1 pain point was the absence of Wi-Fi percent of the decisions are being made the nation, we’re actually slightly out- Now it’s more about having an amazing connectivity in attractions. That’s a big by the kids, which we find incredibly pacing the nation in some key perfor- shared experience. And then people take issue. But I think also it’s related to the astounding. Hopefully parents are pro- mance measures over the past several away the memories of that experience fact that as consumers, millennials have viding a little bit of guidance there along years. It’s important that we look at our that they hold onto well into the future. different spending patterns. They have the way. Another thing is that our Inter- own history and understand how we’re a lower incidence of home ownership net sales for the Arch trams have grown performing, but we also need to bench- R DO YOU THINK THAT DIGI- because they tend to invest more in expe- from 12 percent to 21 percent. We’ve mark against the country. Knowing that TAL APPROACH WILL PERMEATE riences. They want to collect experienc- just put in a new ticketing system at the we’re actually outpacing the nation in THROUGHOUT THE ENTIRE HOSPI- es and they want to share them instan- Arch. The hotels are very much aware some measures is quite encouraging. TALITY INDUSTRY? taneously with their groups of friends. of this and they’re excited. For the first This is affecting every dimension of the time, guests can book a same-day reser- R WHAT ARE SOME OF THE Mike Konzen: Technology is interest- travel industry. vation to go up in the tram. CHALLENGES YOU FACE IN THE TOURISM INDUSTRY?

Sara Newell: It’s very easy in the tourism industry to see where you went wrong. But it’s very difficult to see how you get to what’s right. We should have seen this coming. We should have known that the Cardinals were going to host the NHL Winter Classic.” The challenge is staying ahead of it all, staying ahead of Masters of Unforgettable Experiences the demand, and then it’s working to create that demand which Explore St. Louis does very well and working as a celebrating over 50 years in st. louis community to do that.

Brian Hall: One of the biggest chal- lenges we face is destination misper- ceptions. And many have read about the unrest that took place surrounding Fer- guson. Many have seen misleading crime statistics that were published year after year. And so we’ll never know how many people decided not to come here for those Jenny Nixon: There’s actually the St. ed them on behalf of the park service for up with a celebration of Missouri’s six reasons. And truly, seeing is believing. Louis Attractions Association, of which Jenny Nixon: In the early 1960s, the nearly 50 years, and only in 1963 did we national parks. We have the Memori- When people do come here, their eyes one of my Sales Managers is the presi- federal government ran out of mon- pick up the buses when we bought out al; Ulysses S. Grant Historic Site, Harry are wide open. They’re charmed and dent right now. They host meetings on ey building the Arch. And Bi-State the 15 privately-held bus companies, and S. Truman Historic Site; George Wash- delighted and those myths and misper- a bi-monthly basis. The CVC attends, as Development had been created, mod- in 1964 we bought St. Louis Downtown ington Carver Site; Wilson’s Creek Bat- ceptions are overcome with the contem- well as area hotels and attractions and eled after the New York and New Jer- airport which had been closed because tle Field; and the Ozark National Scenic porary reality of what’s happening here. we share information. Bi-State Devel- sey Port Authority, so we could issue the region needed a reliever airport for Waterway. So starting on Aug. 27, we’re But one of the most substantial challeng- opment runs the call center on behalf bonds for transportation among other Lambert. So the trams were actually the going to celebrate at the ballpark that es that we face is meeting some of those of the Gateway Arch, the Gateway Arch things. The superintendent of the park first things that we operated. And one of night with all six superintendents com- misperceptions head on. Riverboats and the National Park Ser- service turned to our executive director our responsibilities, in addition to oper- ing in town, and kick off this Passport vice education programs- so we take ating the trams, is the operation of the Program. If you visit all six national parks Mike Konzen: Most of PGAV’s work the reservations. We’re one of the first ticket and reservation center for the park and get a stamp from each, you’ll be is outside of St. Louis. So we often get calls visitors make to St. Louis. If they service. We book their educational pro- entered to win a grand prize. There will an outsider’s view of St. Louis, the per- missed explorestlouis.com, they’re be levels of prizes, so for those that only spective as people around the country going to come to gatewayarch.com, find make it to three national parks, you’ll still Cardinals Hall of Fame and Museum see us. Actually, I was very proud of the our number and give us a call. And we This year, we are kicking get something. The program will run for The Largest Artifact Collection for a fact that in spite of the unrest in Fer- have to be up on top of what our peer off a new speaker series 16 months through the end of 2017 giving Single Team in all of MLB guson, that a lot of things that I think attractions have going on. everyone plenty of time to visit the parks. make our brand more resilient here had that will be with current ...and exceptional designs in 20 countries. to do with the positive tourism assets in Cameron Schoeffel: St. Louis is a hot- players on game days. Brian Hall: We see the role of attrac- this community. But as far as the chal- bed for attractions if you know where to tions as being both trip generators and lenge, this is a super competitive indus- look. There are hidden pockets all over The players will be at trip extenders. So a new element that’s try. It’s competitive in every aspect - it’s the city and each neighborhood has the ballpark already being added to an existing attraction competitive in marketing, it’s compet- something new and exciting to offer. gives us an opportunity to generate a new itive in convention sales and it’s com- Benton Park, Central West End, Wash- for an evening game so trip. A great example of this is right here petitive in the demand generators like ington Avenue are all examples of areas we developed a special at Union Station with all the new tour- attractions. I’m curious how many peo- that have seen a lot of growth and posi- ism development taking place such as the ple in the region understand how many tive change recently. The redevelopment luncheon event. wildly popular Polar Express. And when good things have happened in down- of the arch will be a huge part of the it comes to trip extensions, we use Cardi- JULIA ROW, town St. Louis in recent years, from the city’s growth in years to come as well. St. Louis Cardinals nal Nation as a launch pad. We tell Car- work here at Union Station to the Car- dinals fans that when you’re coming in dinals museum, to the Blues museum Jenny Nixon: Brian and his team for a game, there’s so much more to do that just opened, and even the Inside always do a wonderful job of putting grams through that call center. Another before and after you should spend anoth- Chimelong Ocean Kingdom Georgia Aquarium Space Shuttle Atlantis the Economy Museum at the Fed. We’re out the Visitor’s Guide. But this year, if important responsibility we have is to do er day. We advertise on the Cardinal radio Hengquin Island, China Atlanta, Georgia Kennedy Space Center Visitor Complex doing a lot of product development, but you haven’t seen it, it is really cool. It the marketing and advertising on behalf network and suggest, “You’re coming in Thea Award for Outstanding Achievement Best North American Aquarium Muse Awards we have to do more, because it’s always talks about those pocket neighborhoods. and said, “You can issue bonds for pub- of the Gateway Arch. The National Park for a Cards game. Well, here are some & home to the World’s Largest Aquarium USA Today & TripAdvisor American Alliance of Museums going to be competitive and we want to It features Maplewood, it features U. City lic transportation. Are you interested?” Service cannot market themselves. They things that you can do throughout the stay ahead of competitor cities. and other areas like that. So we issued $3.3 million in bonds for can educate; they can’t market. Last year, community. Visit the Gateway Arch. Go R R 200 N . Broadway, St. Louis, MO| pgavdestinations.com | 314.231.7318 | WHAT ROLE DO ATTRACTIONS HOW BIG OF A ROLE DOES BI- the design and construction of the trams. as you all know, was the 50th anniversa- to the Magic House. Enjoy Forest Park. PLAY? STATE DEVELOPMENT PLAY IN THE And in return, we got the right to operate ry of the Arch. This year, it’s the 100th LOCAL TOURISM INDUSTRY? them to pay off the bonds. We’ve operat- anniversary of the park service. We came CONTINUED ON NEXT PAGE 22 ST. LOUIS BUSINESS JOURNAL ADVERTISING SUPPLEMENT 23 TABLE OF EXPERTS TABLE OF EXPERTS

CONTINUED FROM PREVIOUS PAGE R HOW DOES EXPLORE ST. LOUIS visits per year. On the meeting and con- St. Louis, and a mechanism to encour- through the process and show off every- MARKET THE REGION? vention side, we conduct sales and mar- age people to re-assess their perceptions thing to prospective students. They’re Enjoy whatever it might be that would keting activities to attract meeting profes- of our community inviting them to have interviewing St. Louis to see if this is be consistent with the experience that Brian Hall: From a leisure stand- sionals and decision-makers throughout another look. Because a lot has changed where they want to be. We don’t have any you’re looking for here in St. Louis.” point, we advertise using both conven- the nation with a concentration in Wash- over the past decade. five-star hotels in tional and digital marketing solutions in ington, D.C., and Chicago. Washington, Brian Hall: It’s not just a university Mike Konzen: The trip extender idea markets within a 200- to 500-mile radi- D.C., is really instrumental to us from the Jenny Nixon: One of the things that sell, it’s a destination sell. They need to St. Louis, but our goal is big. We’re working on a Medal of us surrounding St. Louis. So we go about standpoint that it’s the association capi- we always say in my sales team is that be convinced. is to give that five-star Honor museum in Charleston, South as far out as Cincinnati and Chicago, but tal of the United States, and association we count on the State of Missouri to get Carolina. And we just did an econom- then closer to home. We’re in Des Moines meetings are key prospects for us. To give you to Missouri. We count on the CVC to R WHAT’S NEW AT YOUR SPECIFIC experience at every ic impact study where more than $50 and Quad Citites, Memphis, Louisville and you an example of a campaign that we’re get you to St. Louis, and then we count DESTINATION? LHM property. million annually is generated mostly Kansas City. We have a host of communi- presently running in D.C., we’re featuring on ourselves to get you to the Arch and through extending the trip by just one cation that is often centered on the family the CityArchRiver project and the trans- the other attractions. We have two sales Jenny Nixon: For the Arch grounds SARA NEWELL, Hilton St. Louis at the Ballpark, more activity in Charleston, which is a friendly nature of St. Louis. All of our mar- formation of the Arch grounds. We’re managers and one of them specifically renovations, one of the major goals of St. Louis Union Station Hotel very vibrant tourism community. keting is designed to drive traffic to explor- using the Arch as a symbol of the trans- works with conventions, meetings and this experience was accessibility, not estlouis.com, which enjoys some 7 million formation that’s happening throughout tour and travel. We attend most of the only to the grounds but to the top of the major conventions in the tour and trav- Arch and down to the Riverfront. How do el industry. you make the museum experience itself more accessible? We’re adding that. So, Brian Hall: Internationally, we’re step- let me just go down my list of what we ping up our activity because we’re seeing are adding: brand new museum exhib- that more and more international clients its; expanded visitor center under the have Route 66 in particular, and cer- Arch; high-tech interactive exhibits that tainly the Gateway Arch, on their buck- will encourage repeat visits. One of the et lists. They want a slice of Americana. things that’s going to be there is a sim- And what better place to come than the ulation of the last piece of the top of center of the nation? Oftentimes, they’ll the Arch. And in that, you’ll be able to rent motorcycles and ride along Route go in. And if you are unable to go to the 66. They’ll stay overnight in our hotels, top or actually don’t want to go to the take a trip to the top of the Arch, visit top, which if you’re claustrophobic, you Ted Drewes, enjoy our barbeque, listen probably don’t, then you’ll get the expe- “TO CREATE A MONUMENT WHICH WOULD HAVE to our Blues music and have a great time. rience of what it’s like looking out the The way we market internationally is in windows. So we’re going to recreate that. LASTING SIGNIFICANCE AND WOULD BE A cooperation with many of our partners. We’re very excited about that piece. The And one of our key partners is an orga- riverfront has been elevated. The ribbon nization called Brand USA that is reason- cutting ceremony is going to be June 2. LANDMARK OF OUR TIME...HERE, AT THE EDGE ably new. In fact, it’s only about five or six Great Rivers Greenway is also inviting years old and was enacted by legislation the community to come and dine on the that created the organization responsible riverfront after the ribbon cutting in a OF THE MISSISSIPPI RIVER, A GREAT ARCH for marketing the United States through- community-wide picnic complete with out the world. We coattail on a lot of that a 2,016 foot table on Leonor K. Sullivan actively and it’s been huge win for us. Blvd. Leonor K. Sullivan has also features DID SEEM RIGHT.” new running and biking trails. The North R WHAT COUNTRY IS THE MOST Gateway, as it’s called, up by Eads Bridge, - Eero Saarinen, Designer of the Gateway Arch INTERESTED IN ST. LOUIS AS A is a seven-acre spot that will have an VACATION DESTINATION? entertainment venue. When Kiener Pla- za is done next spring, it will have many Brian Hall: Our top international feed- more venues that people can go to. er market is Canada, followed by Mexi- co and Western Europe. We’re seeing a Sara Newell: At the Hilton at the Ball- lot of new activity coming in from Chi- park, we’re very excited about everything na. Interestingly, our educational institu- that Jenny was just talking about. That tions are demand generators for St. Lou- affects us. At Union Station, we’ve just is, especially in Asia and the Pacific rim. completed our renovation of our histor- The reputation of Washington University, ic rooms. So the hotel itself is finished, Saint Louis University and others draws now it’s on to the station. We spent a sig- students and their families here because nificant amount of money on these his- they want to attend college in the Unit- toric rooms. The finishes are very high ed States. end. They’re gorgeous. We are not a five star hotel but our goal is to give that five- R SO THEY’RE PART OF THE WHOLE star experience at every LHM property, THE CITY IS HUMMING. MARKETING EFFORT, TOO, WHETHER but especially in the head house rooms OR NOT THEY’RE SITTING AT THE at Union Station. If you haven’t been in COME EXPERIENCE IT ALL. TABLE DIRECTLY? them, and if you don’t know the history of them, that is the original hotel of the St. Louis is in the middle of a much-deserved encore. Lively new nightlife Brian Hall: Absolutely. And untold station. They were just rooms, that’s all. and entertainment districts and fresh attractions – including the National numbers of parents and students come There was nothing in them. There were here to see those educational institu- no restrooms. And when Omni made it At Bi-State Development, we devote the same optimism and Blues Museum – are now just steps from America’s Center and have the WE’RE BACK. tions and that’s their first impression of a hotel, they were tasked with putting dedication to strengthening the St. Louis region as Eero Saarinen city hitting all the right notes. It’s time to meet St. Louis again. St. Louis. restrooms in there. So these rooms are did in designing the iconic Gateway Arch. THE PLACE TO MEET You will be, too. all uniquely shaped. They have a lot of Sara Newell: That’s something that I character to them. They’re real hard- For more than five decades, Bi-State Development’s Tourism know we work closely with a local uni- wood floors, they have sound bars in Reintroduce yourself at explorestlouis.com/meet versity on. They go on these internation- them, 42-inch TVs. We have 65 of them Innovation enterprise boasts a highly trained team of operations & GATEWAY ARCH RIVERFRONT ATTRACTIONS u METRO u al recruiting trips — especially for their now, and they’re fantastic. Then we move marketing professionals partnering with the National Park Service at ST. LOUIS DOWNTOWN AIRPORT ST. LOUIS REGIONAL FREIGHTWAY BI-STATE DEVELOPMENT RESEARCH INSTITUTE post graduate degrees. They come to us on to the station where we’re looking to the Gateway Arch to deliver quality one-of-a-kind tourism experiences. and say, “Help.” So we’ve developed a potentially add some additional meet- Chartered to serve the City of St. Louis, as well as Madison, St. Clair, Monroe, very good relationship at our hotels with BiStateDev.org Jefferson, St. Charles and St. Louis Counties. local universities, and helping them go CONTINUED ON NEXT PAGE 24 ST. LOUIS BUSINESS JOURNAL ADVERTISING SUPPLEMENT 25 TABLE OF EXPERTS TABLE OF EXPERTS

CONTINUED FROM PREVIOUS PAGE there’s a rich history of train travel at Express or Peanuts Express, we’ve got a Terminal Railroad Association provide Union Station dating back to the late lot of fun things on the horizon. The St. us with the locomotive and crew so that 1800s. The Terminal Hotel was used by Louis Union Station Train Park will real- we’re able to provide our guests with this ing space, maybe a family attraction. hundreds of thousands of people in St. ly play into not only the trains but the unique setting. Because of this partner- And then we start in the train park in Louis and really acted as the epicenter of entire property. We’re trying to incorpo- ship and the purchase of these cars, were the back of Union Station. That will transportation in the Midwest. LHM felt rate all that. There’s lots of new things, able to differentiate ourselves from our involve some pop-up restaurants. We’re it was important to reinvenst and bring a fun things coming into the station. So competitors and provide a once of a kind talking with some local restaurants and piece of that that rich history back to the we’re excited. Our partnership with The experience here In St. Louis. We’re able some chain restaurants to get involved. station. The train cars today are able to Terminal Railroad Association has been to cater right out of our hotel, which pro- We’re still working through the logis- provide a service and a setting that most wonderful for use and they do a great vides wonderful options, quality service tics of that. There will be a light show, hotels in the country are not able to pro- job handling all of our local excursions and stunning views of the city. It’s a real- a fountain show. It will be a great spot vide. We feel very fortunate that we’re at around the city. That’s a one- to three- ly unique experience, and you see that for the St. Louis community, both locals the forefront of expanding that footprint. our excursion around the city from a when our guests get off the train. They’ve and tourists. Whether it’s a private event for an orga- vantage point that not many people have got the smile ear-to-ear, and it’s an expe- Cameron Schoeffel: LHM decided nization, a public event such as Polar ever experienced. The folks over at the rience that they’ll remember forever. to make a reinvestment. We all know R WHAT ABOUT THE BALLPARK? MEETING ON THE MOUND.

Because of tourism and the money tourists infuse into a few from Canada that came in over the travelers — consultants that stay for a are very important to association clients does talk about how great past year. This year, we are kicking off a new year. We need the groups that have a lot that are coming here. Our free attrac- it is to go to the top of the Arch, he loves our economy, we have series with current players on game days. of money to spend. We need the groups tions are very important, too. Because the riverboats and he just waxes poet- quality of life through The players will be at the ballpark already that are more budget conscious. For once they get here, they want to do stuff. ic. Furthermore, what we did this year for an evening game, so we developed a spe- downtown hotels, when we have about They want to experience the city. I was was in response to the region’s enthu- tourism assets that we cial luncheon event. This is a condensed ver- 50 percent of our house dedicated to our talking to some ladies that were here for siasm about soccer, we’ve entered into wouldn’t otherwise enjoy. sion of the evening event we have with for- groups, any meetings coming in with 10 the Counsel of Exceptional Children that a sponsorship agreement with St. Louis mer players. Fans will be able to go out on or more rooms on their peak night, and was two weeks ago. They said, “Get us to Scott Gallagher Soccer Club that’s going BRIAN HALL, to the warning track for a photo opportu- then 49 and some change for our, as we Forest Park. We came a whole day ear- to an entirely different demographic. Explore St. Louis nity. They’ll come in for an upscale lunch, call them, individual travelers. That less ly just to go to Forest Park. We’ve heard and then a 45-minute Q-and-A with Dan than 1 percent is kind of everything else. how amazing it was and everything’s Julia Row: We look at reaching our McLaughlin. There are a couple upcom- I know a lot of people that are outside free and we can’t wait to get there. We fan base where they consume media. Julia Row: We are always looking for new ing events that I’m really eager to share the the tourism industry think, “Hey, why want to go to the Boathouse.” The demographics are different across and interesting ways to engage with fans. So details about — the next evening speakers don’t you just sell it to your groups and the board - there are a wide variety of Whether it’s Dinner on the Track, a private party, or a networking recently we kicked off a speaker series that series is with , and that’s on just put in meeting after meeting after Brian Hall: It’s all about having a ages that come through the turnstiles. we have on non-game day evenings. It is “An May 16. Just a few days later we will have meeting?” Well, we can’t, that’s not how diversified portfolio. You need a strong There’s a specific demographic that function, is the perfect place to turn every gathering Evening With” a particular Hall of Famer, our first daytime speaker series with Matt we can be successful. It’s different for base of meeting and convention book- we’re reaching on the radio broadcast into a once-in-a-lifetime experience. whether it is or Tony LaRussa. Holliday, and that’s on May 19. It is a unique every market for every hotel. It’s what- ings, business travelers who book short- that’s different from the TV broadcast. We had with Red Schoendienst experience and it is one that comes with a ever makes you the most successful. And term, and tourists that come in on week- The same can be said with social media and with Willie McGee. Our limited capacity. We can host 288 guests for there’s a sweet spot — some people know ends and midweek during the summer. - we reach different demographics with guests are able to enjoy a cocktail party on the evening events, and 140 for the daytime it, some people don’t know it. And we So we need to make wise decisions as a Twitter, Facebook and Instagram. Our Undeniably St. Louis. Absolutely unforgettable. the warning track, which is very special as events. Anyone can find more information have to have that because our associ- destination to invest in tourism Infra- sales strategy varies depending on where many people have never been that close to at cardinals.com/speakerseries. It is some- ations and their dedicated efforts into structure and sales and marketing activ- fans connect with the Cardinals. the field, let alone on it. And then they go thing that sells out quite quickly, but it’s Washington, D.C. Those associations ity that’s going to maximize the return upstairs and there’s a seated, plated dinner something that the fans have really enjoyed. are really important to hotels, especial- on our investment, and that means hav- R HOW DO THE DEMOGRAPHICS OF Reserve your date today! with a 90-minute Q-and-A with a familiar ly like Union Station. They were made to ing a diversified portfolio that appeals WEEKEND GAMES COMPARE WITH Visit Cardinals.com/events voice, broadcaster Dan McLaughlin. And R WHAT’S A PERFECT MIX OF SALES meet and they like to meet. These peo- to a wide variety of guests year-round. DAY GAMES? then everyone leaves with an autographed AT YOUR PROPERTIES, AND HOW DO ple are coming on their own dime. Some baseball. It was a new and interesting way YOU GO ABOUT ACHIEVING IT? of them are from an organization that Sara Newell: Bring them all. They all Julia Row: There’s a lot of data at our for fans to engage with former players, and it maybe their company sends them, but make this economy go. fingertips and we are really constant- feels good for the former players to also have Sara Newell: All of our tourism really a lot of times they’re not. The destina- ly requesting and analyzing data on that opportunity to engage with fans. We’re drives these hotels. We need the individ- tion is a big deal for them. And what St. Jenny Nixon: We’ve had a relationship all fronts. Who’s coming through the also utilizing the ballpark in a different way. ual travelers. We need the families. We Louis can offer is a big deal for them and with the Cardinals for years, and we’ve turnstiles on what days? Where is our We found that people were traveling from need the corporate travelers that come in a unique setting such as Union Sta- gotten more than our money’s worth out all over the country, and we actually had in for one night. We need those project tion and Hilton at the Ballpark. Those of the radio spots that we buy. Not only CONTINUED ON NEXT PAGE 26 ST. LOUIS BUSINESS JOURNAL ADVERTISING SUPPLEMENT 27 TABLE OF EXPERTS TABLE OF EXPERTS

CONTINUED FROM PREVIOUS PAGE your imagination. because it’s open to the public from 8am sorts of social and corporate events on We take tables out there and you can have This $380 million - 10pm. But with all this new, expanded non-gamedays. We offer a wide variety breakfast with your team in the bullpen. web traffic coming from? How are we R WHAT ELSE IS GOING ON AT THE green space, including Kiener Plaza and of options for both. On the corporate Maybe you’ll have a corporate event and (CityArchRiver) project is engaging with people, and how do we ARCH AND BUSCH STADIUM? the North Gateway, we’ve got all these side, you can have a business meeting at decide to add on another amenity, like one of the biggest public/ do that in a meaningful way? As we learn new venue opportunities. Busch Stadium. You can have a planning I was talking about, batting in the cag- more about our fans we want to learn Jenny Nixon: This $380 million proj- meeting there or team building activi- es or pitching in the bullpen. And then private partnerships in the how to provide an enhanced experience ect isDo one a Fullof the Page biggest Union public/private Station picking Juliaup our Row: meeting We host focused a limited one num with- Grandties. AndHall, those Grand can Hall be rooms, all over Midway. the ball- there are quite a few social options that nation going on right now. for them on game days. And there are partnerships going on in the nation right ber of pre-game events in the ballpark park including the Conference Center, we have. People have weddings at home a lot of people in different departments now. ThenThere another are partners Full calledpage thatthe Alli is just- ontrains gameday with Cameron’sfor those who contact have ticketsinfo on itthe and clubs our and Rail the Events concourse. logo. They can be plate. We also have a significant amount JENNY NIXON, within the St. Louis Cardinals organiza- ance. They include Bi-State Develop- to the game. That is a wonderful oppor- on the field if you want to have a fanta- of proms and celebrations, like milestone Bi-State Development tion that are focused on the fan expe- ment,This the is National our launch Park for Service, the major Cit- marketingtunity if youpush are on hosting rail events. a group. We are sy batting practice. You’re actually play- birthdays, bar and bat mitzvahs. It’s real- rience at game days. What new food yArchRiver, a huge private fundraiser, thrilled to be providing an additional ing baseball on the field where the play- ly only limited to the guest’s imagination. items are there? What new experienc- Great Rivers Greenway, St. Louis City opportunity for fans with our gameday ers play. You can have a business meeting es are there for pregame? There are a and JeffersonFor the ad National copy in nextParks week’s Associ issue.- Speaker You have Series 2 (7.625” events. wide We alsox 10.25”tall) do all adsand thatthen willhave be a breakfast in this section. in the bullpen. CONTINUED ON NEXT PAGE lot of departments that are focused on ation. Early on, MoDOT did a lot of game-day experiences and enhancing improvements. So one of the first things that fan experience each time the game that you saw completed was a MoDOT is played at Busch Stadium. My team is project. And that was the Park Over the really focused on how to enhance the Highway - the lid over the depressed experience on a non-game day. So our lanes of 44 downtown. They’ve already clients come in and they might be able to have a dinner on the field. For someone Make It who wants to host a business meeting, we allow them to have batting practice in the cages, or they can have a pitching Grandiose! session in the bullpen.

Mike Konzen: I love these aspiration- al experiences like what you’re talking Host a spectacular event Hit the rails for your next private event – about, including all the train experienc- es. Even if you don’t participate in them, perfect for meetings, retreats, events, conventions, and more. I think people love knowing that they’re in our fully renovated, There’s a car suited for every occasion and we will curate an experience thatthere, is sure and to thatwow someday guests. on a special occasion they might be able to enjoy that. historically elegant train

Cameron Schoeffel: I’ll never pass station! The award winning up an opportunity to show people the trains. They are so different from other property offers over settings that you would typically find at or within a hotel property. The possibil- ities are endless on these cars, wheth- 100,000 square feet of space, er it’s for a birthday party, an anniversa- ry or something like that. There’s always 30,000 square feet of an opportunity somewhere. I’ve noticed that there seems to be a certain stigma convention space with Take Your Guests or misconception behind trains that they may be old, out of date, or some- Whether it’s a private event natural lighting and the for a Ride and what boring. However as I think you would all agree after seeing them today, for an organization, a magnificent Grand Hall with enjoy the charm they are so much more than what people public event such as Polar might expect. You notice that the second of Train Travel. they walk in the door, the expressions of Express or Peanuts Express, nightly 3D Light Shows. their faces speak volumes about what we we’ve got a lot of fun things have here. Train travel is back at on the horizon. Julia Row: Brian was talking about St. Louis Union Station! CAMERON SCHOEFFEL, these common misconceptions earlier. Lodging Hospitality Management A rail excursion is the perfect I know that you have them and I know that we do as well. And I think that unique experience for some of the common misconceptions opened Luther Ely Smith Square, locat- EXCURSIONSEXCURSIONS that some of us have is, “There’s noth- ed between the Arch and the Old Court- EXCURSIONSoff-site receptions, parties, EXCURSIONS ing special for me” or, “There’s nothing house- and that’s where we’ll hold the that’s within my price range.” All of us celebration this year for the 100th anni- meetings and events. can be flexible and make something cus- versary of the National Park Service. So landmarkeventstl.com tomizable for a varied budget. that’s one venue. The Visitor’s Center is lanTheredmarkev’s a carent suitedstl.com going to have a mezzanine area that can 1820 Market Street Cameron Schoeffel: I think that’s a seat 200 people-that’s a brand new ven- for every occasion St. Louis, Missouri Cameron Schoeffel challenge, but I look at it as a positive ue for the Gateway Arch. You’ll have the Cameronso Wow your Schoeffel guests one. Whether it’s the rail cars, 360 at old Visitor’s Center, now called the tram 314.421.6655 314.802.3165 Hilton Ballpark or Westport Plaza we’re lobby. And that can hold up to 800 peo- stlunionstationhotel.com 314.802.3165 with an exciting able to provide our guests with that ple for events. One of the caveats to hav- [email protected] [email protected] on the rails. special setting. I think that’s one of the ing the Arch as a venue is you only can things that we here at LHM pride our- hold them during the nonpublic hours. selves on. We’re into building different Otherwise, you can negatively affect the Four Diamond experiences. public because-- they’re the taxpayer. So Award 1820 Market Street • St. Louis, MO 63103 that’s why in the summer, it’s very dif- 1820 Market Street • St. Louis, MO 63103 Brian Hall: The only limiting factor is ficult to host an event in the Arch itself 28 ST. LOUIS BUSINESS JOURNAL TABLE OF EXPERTS

CONTINUED FROM PREVIOUS PAGE TO SHOWCASE ST. LOUIS? the rest. The main point is, that tour- ism and the community’s image to an We’re happy to host and happy to bring to Brian Hall: Word of mouth is actually outsider is important for business. So life anything anyone can dream up. one of the most fundamental ways that the work that Brian’s team does helps, information is transferred. And the more but I think we all pitch in to do more. Jenny Nixon: I attended a really fun we can encourage St. Louisans to explore We have so many best-in-class tourism rehearsal dinner in March. They served the treasure trove of attractions we have, assets that someone wouldn’t necessari- ballpark food because these are big Car- become familiar with them, and advo- ly know unless we help them find them. dinals fans. It was really unusual venue. cate for our community through their It was great. social networks, the more they can help Jenny Nixon: A study just came out spread the word. I think that will help by an independent firm working for the Julia Row: Our executive chef, Lar- us meet some of the challenges that we National Park Services that said these ry Johnson, really does a fabulous job. were talking about earlier concerning six Missouri parks have a $334 million Obviously he has to do ballpark fare well, misperceptions of this destination. The economic impact on the state. and they do it well because we’re serv- more people that are exposed to it, the ing ballpark food during the games. But more people can evangelize for it. Cameron Schoeffel: We’re planning they’re also, during the games, having some great things for our holiday expe- more upscale food options in the suites. Sara Newell: St. Louisans love to be rience here at Union Station. We’re real- And then for our events on non-game experts in their own city. If we don’t tell ly excited about it. More information to days, there’s a variety. So sometimes peo- them, they don’t know. We can’t all get come on that. Stay tuned. It’s going to ple are eating hot dogs and bratwurst everywhere. So I think education is the be bigger and better than ever. We are and nachos and they’re happy with that. biggest issue. thrilled about how we’re able to incor- There are other people that really expect We did a recent study on porate the trains, the building, the old to have high-end seated, plated dinners. Mike Konzen: We’re growing and attraction attendance retail area and the history of the build- We can also accommodate you on the we’re recruiting nationally. And so the ing into one experience. And I think it non-baseball side with really unique, plat- perception of someone being recruited nationwide and found ou will be great not only for St. Louis and ed options. It can be steak and lobster in a from a place like Southern California to that the No. 1 pain point the community, but also the outlying really interesting presentation. come to St. Louis is important. We’re areas and the region as a whole. We real- going to promote all the positives. In was the absence of Wi-Fi. ly do see a wide variety of guests and R OTHER THAN TRADITIONAL fact, we’re going to promote attractions MIKE KOZEN, people from all over coming for a holi- MARKETING, WHAT’S THE BEST WAY like our museums, zoo, train rides and PGAV Destinations day experience.