A COASTAL COMMUNICATIONS CORPORATION PUBLICATION TheMeetingMagazines.com
Volume 4 • Number 5 $12.00
OCTOBER/NOVEMBER SSOCIATION 2011 CONVENTIONS & FACILITIES THE SOURCE FOR ASSOCIATION MEETING PLANNING MANAGEMENT
Growing Pains How to Manage the Complexities and Challenges of Citywides
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Integrated Event Marketing 18 | International Meetings 22 | Las Vegas 28 ISSN 21628831 USPS 003500 In This Issue
A COASTAL COMMUNICATIONS CORPORATION PUBLICATION
• adj., placing SSOCIATION Customer centric; CONVENTIONS & FACILITIES the customer at the center of an organization’s marketing effort ATHE SOURCE FOR ASSOCIATION MEETING PLANNING MANAGEMENT October / November 2011 Volume 4 • Number 5 Departments
The concept of 4 Publisher’s Page Features “front line staff ” 18 takes on a whole new 6 News & Notes 12 Growing Pains How to Manage the Complexities definition in Anaheim. and Challenges of Citywides 34 Career Track By Mickey Murphy
Here, we’re ALL 35 Direct Connect 18 Integrated Event Marketing front line staff and Leveraging Technology to Connect and we’re here to take care Engage Attendees By John Buchanan of your people. anaheimoc.org/meetings ViewPoint 22 International Meetings 22 Extraordinary Experiences in 8 Event Innovation Extraordinary Places How to Put Your Own Event By Stella Johnson Stimulus Plan Into Action By Brad Weaber
Anaheim/OC CTAs (starting at the back row left to right) 10 Successful Tech Strategies Max Keylor Kevin Johnstone Come Into My Website, Sr. VIP Coordinator-Disneyland® Resort Hotels Customer Destination Bill Gunderson Director of Trade Shows Said the Association to the Visitor General Manager-Anaheim Marriott National Association of Music Merchants By Linda E. Schwartz Tom Wood Rochanda Chamois City Manager-City of Anaheim Front Office Supervisor-Peacock Suites 28 Las Vegas Tom Tait Lisa Paton Mayor-City of Anaheim Marketing Administrative Assistant More Popular Than Ever Simon Property Group (The Block at Orange) 28 Charles Ahlers By John Buchanan President-Anaheim Orange County Erin Rhodes Visitor & Convention Bureau Marketing Manager-Discovery Science Center David Meek Christina Dawson Convention Center Manager VP, Partnership & CTA Program Administrator Anaheim Convention Center Anaheim Orange County Visitor & Convention Bureau Association Conventions & Facilities is published bi-monthly by Coastal Communications Corporation, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394; 561-989-0600. Single copies $12.00 U.S.A. only. Sylvano Ibay Miguel Pasillas Yearly subscription price is $60.00 in the U.S.A. Canada and foreign is $125.00. Back copies $13.00 plus shipping and handling, U.S.A. only. Distributed without charge to qualified personnel. Periodicals Postage Paid at Boca Raton, General Manager-Anaheim White House Bellman-Embassy Suites Anaheim South FL, and additional mailing offices. POSTMASTER: Please send Form 3579 address changes to Association Conventions & Facilities, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394. Nothing contained inthis Baldemar Arteaga publication shall constitute an endorsement by Coastal Communications Corporation (Association Conventions & Facilities), and the publication disclaims any liability with respect to the use of or reliance on any such information. Shaun Robinson TM Taxi Driver-Yellow Cab Co. The Certified Tourism Ambassador (CTA) The information contained in this publication is in no way to be construed as a recommendation by AC&F of any industry standard, or as a recommendation of any kind to be adopted by or to be binding upon any advertiser or General Manager-Hilton Anaheim Program is a nationwide customer service certification subscriber. Reproduction of any portion of this publication by any means is strictly forbidden. Editorial contributions must be accompanied by return postage and will be handled with reasonable care. However, the publisher of Greater Orange County program designed to mobilize a destination’s frontline Chris Peña assumes no responsibility for return of unsolicited photographs or manuscripts. Subscribers: Send subscription inquiries and address changes to: Circulation Department, Association Conventions & Facilities, 2700 North Military toward the goal of turning every visitor encounter Trail — Suite 120, Boca Raton, FL 33431-6394. Provide old and new addresses including zip code. Enclose address label from most recent issue and please allow five weeks for the change to become effective. Printed in U.S.A. © 2011. Sergeant-Anaheim Police Department into a positive experience.
TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 3 Publisher’s Page
Are You Ready? Henry Ford once said, “Before everything else, getting ready is the A COASTAL COMMUNICATIONS CORPORATION PUBLICATION
secret of success.” Getting ready for a first-time citywide event is a little WEBSITE like training for a marathon compared to a 5K fun run. “There have www.themeetingmagazines.com
been events where I was working 10–20 hours every day for eight to PUBLISHER/EDITOR-IN-CHIEF 10 weeks until the program commenced,” says Jeremy Figoten, vice Harvey Grotsky president of meetings at Association of Advanced Life Underwriting in [email protected] our cover story. Event complexities mount in direct proportion to the CREATIVE DIRECTOR Mitch D. Miller numbers of attendees and venues. [email protected] Along with the obvious positives of higher attendance at revenue- generating meetings and conventions come the growing pains. It’s MANAGING EDITORS Susan W. Fell no small task to transition from a single hotel to a citywide event [email protected] encompassing the convention center and multiple hotels — with Susan S. Gregg multiple contracts, salespeople, catering managers, union rules [email protected]
and master bills to juggle. In addition, the playing field and ground CONTRIBUTING EDITORS rules for negotiating the best deals with convention centers are Mike Bassett Karen Brost distinctly different from that of hotels. “Everything is more complex at John Buchanan Stella Johnson a convention center than a hotel,” confirms Ann McLeod, CEM, CAE, Derek Reveron director of meetings and expositions for the Society of American George Seli Steve Winston Military Engineers. That’s why it’s critical for planners to come to the table armed with the know-how necessary to execute a successful PRESIDENT & CEO citywide event — from calculating the value proposition their business Harvey Grotsky
brings to the destination and then leveraging it in negotiations...to VICE PRESIDENT OF OPERATIONS learning how convention centers operate...to understanding union rules David A. Middlebrook [email protected] and regulations. Planners can take a good first step in getting ready for a marathon citywide event by turning to page 12. ADVERTISING SALES OFFICES 2700 N. Military Trail, Suite 120 With hotels the size of convention centers, it’s no surprise that Las Boca Raton, FL 33431-6394 Vegas is the No. 1 trade show destination. It has the kind of meetings 561-989-0600 Fax: 561-989-9509
infrastructure that can effortlessly host mega events such as the NORTHEAST National Association of Broadcasters’ annual meeting with 90,000 561-989-0600, ext. 114 • Fax: 561-989-9509 [email protected] attendees. As a result of the economic downturn, smaller associations are now able to book Las Vegas. Planners at the ready can even book FLORIDA/CARIBBEAN 561-989-0600, ext. 114 • Fax: 561-989-9509 short-term meetings at value rates. Phelps Hope, vice president, [email protected] meetings and expositions at Kellen Meetings, says, “The benefit for the association meetings market of the slump was that Las Vegas opened SOUTHWEST 561-989-0600, ext. 114 • Fax: 561-989-9509 its doors a little more to some lower room rates and reduced the room [email protected] to meeting space ratios, which meant they were more amenable to SOUTHEAST negotiating with midrange associations that traditionally had a tough 561-989-0600, ext. 114 • Fax: 561-989-9509 time getting into Las Vegas.” Find out more insider tips on Las Vegas that [email protected] will keep planners “at the ready” beginning on page 28. MIDWEST 561-989-0600, ext. 114 • Fax: 561-989-9509 [email protected]
WEST Marshall Rubin 818-888-2407 • Fax: 818-888-4907 [email protected] Harvey Grotsky HAWAII Publisher 561-989-0600, ext. 114 • Fax: 561-989-9509 [email protected]
4 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com News & Notes
ACOM Is Now Event Service Marta Hayden Appointed Disney’s Aulani Offers New Meeting Options M Resort Breaks Ground on Pavilion Professionals Association (ESPA) Interim CEO of Kapolei, HI — Aulani, a LAS VEGAS, NV — The M Resort Spa and PRINCETON JUNCTION, NJ — The Association Disney Resort & Spa, cel- Casino, Las Vegas, NV, is expanding the for Convention Operations Management Monterey County CVB ebrated its grand opening in resort’s meeting space to 85,000 sf by (ACOM), an organization serving the MONTEREY, CA — Marta Hayden, CMP, September. The resort is situ- adding the M Pavilion, a 25,000-sf ground- event and conven- took over the reins of the Monterey ated on a lagoon along the level structure accessible from the resort’s tion services indus- County (CA) Convention & Visitors Bureau coast of Oahu in Hawaii and 17,000-sf Milan ballroom. The M Pavilion, try for more than 20 (MCCVB) as a na- offers 840 rooms, suites and with 40-foot ceilings and space for 2,300 years, rebranded as tional search is un- villas, a conference center attendees, is suitable for concerts, large- the Event Service derway to replace and 50,000 sf of ballroom/ scale galas and more. “Our customers Professionals John Reyes, the meeting space. “In Hawaii were asking for more space and now M Resort Spa and Casino in Las Vegas. Association (ESPA). former president we’ve created more than a with the M Pavilion we’re delivering with a venue that will truly be completely flexible, In addition to a and CEO. A veteran hotel,” says George Aguel, An aerial view of Disney’s Aulani. pillar-less and equipped with all the AV connectivity meeting attendees need,” says new logo, ESPA of the hospitality senior vice president for The Walt Disney Company. “Aulani is an experience that im- Drew Varga, vice president of sales at the M Resort. The resort offers 390 guest rooms Blanc refreshed the web- industry, Hayden merses attendees in the rich culture and stories of the islands. It’s unlike any other and suites, gaming, seven restaurants and six destination bars, a state-of-the-art spa site, updated member communications brings more than resort in Hawaii and offers an inspired setting for groups, whether the event is an and fitness center and a 100,000-sf events piazza.www.themresort.com and expanded content and sessions for Hayden four decades of important business meeting or an incentive program.” Aulani’s 14,000-sf conference the Annual Conference set for January experience at premier destination mar- center is strategically located to provide a casual oasis for meetings and other private 6-8, 2012 in San Diego, CA. “We have keting organizations such as the Sonoma events. Additionally, the 50,000 sf of ballroom/meeting space and outdoor event Renaissance Orlando at SeaWorld Completes Renovation created a new name and brand that ac- County Tourism Bureau and Newport lawns is ideal for opening and closing galas, entertainment functions and other spe- ORLANDO, FL — The Renaissance Orlando at SeaWorld, a 781-room aquatic-themed curately embraces the diversity of the Beach Conference & Visitors Bureau. From cial events. Planners have access to the based Disney Institute for a wide range of resort with a prime location directly across from SeaWorld, completed a $35+ million roles our members play and their evolv- 1979–1999, Hayden served as director of content, ranging from teambuilding programs and keynote presentations to work- renovation project, which included an update to meeting rooms and 65 suites, a new ing responsibilities in their venues and sales for the Monterey Conference Center. shops and multiday programs. www.disneymeetings.com 8,000-sf function lawn, an expanded pool area and more. With 185,000 sf of flexible cities. The meetings industry continues to www.seemonterey.com function space, the property transformed its second-floor meeting space, which now evolve and this new direction will enable boasts 23 breakout rooms of various sizes, ranging from two executive boardrooms to our organization to stay current with our New Hotel to Be Built Next to a 2,000-sf meeting room with an air wall. Also, the Atlantis Kitchen, an interactive, open membership and industry trends, while New Tools Enhance Emergency Management kitchen is now available for group functions, dinners, cooking classes, demonstrations broadening our membership base to pro- Pennsylvania Convention Center and more. The kitchen, which features the latest cooking equipment and techniques, fessionals that manage all types of events, PHILADELPHIA, PA — Philadelphia Mayor and Security at Morial Convention Center can accommodate up to 50 guests or can expand to 200 for reception events. The re- not just conventions,” says Eric Blanc, ESPA Michael A. Nutter and the Parkway NEW ORLEANS, LA — The Ernest N. Morial Convention Center, the sixth largest conven- sort is an official hotel partner of SeaWorld, an alliance that affords registered guests a president. www.espaonline.org Corporation announced that a new tion center in the nation, recently acquired new tools to help emergency manage- variety of exclusive, value-added benefits.www.renaissanceseaworld.com Hilton Home2 Suites hotel will be built ment and security efforts. One of the major items is the Global Electric Motorcar adjacent to the Pennsylvania Convention (GEM), a street-level electric vehicle. Equipped with an electric power cot, cardiac Center. Slated to open in summer 2013, monitors, advanced life-saving equipment and a medical bag, the GEM functions Tinley Park Convention Center Expansion Celebrates Grand Opening the Home2 Suites will add 246 new as a miniature ambulance. The convention center’s exclusive medical provider, New TINLEY PARK, IL — The newly expanded Tinley Park hotel rooms to the downtown market. Orleans EMS, the sole 911 provider of Emergency Medical Services in Orleans Parish, Convention Center, 30 minutes southwest of down- Mayor Nutter says, “By the time this will be able to quickly deploy the vehicle from three permanent medical stations town Chicago, hosted a grand opening celebration project opens, we will have added more located throughout the convention center and maneuver through the building on September 14 for meeting planners and local of- than 1,000 new rooms to the Center in response to medical emergency calls. New Orleans EMS provides pre-hospital ficials. Left( to right) Tinley Park Trustees Patricia Leoni, City hotel market in order to meet the emergency care to convention attendees during shows as well as convention center Brian Mahar, and David Seaman , MID-CON Hospitality demand for additional hotel rooms gen- employees and vendors. New Orleans EMS is equipped to provide service in cases President Reva Stillman, Trustee Gregory Hannon (par- erated by the convention center expan- where response time is critical: advance cardiac life support, advance pediatric life tially obscured), Tinley Park Mayor Edward Zabrocki, sion and the continued growth in our support, pediatric emergency care and pre-hospital trauma life support. “The GEM Trustees T.J. Grady and Thomas Staunton, and former tourism market. This hotel will help to allows us to take the emergency room to the patient,” says Cedric Palmisano, EMT-P, Trustee Michael Bettenhausen gathered for the ribbon- ensure the hospitality industry continues special events and detail coordinator, and EOC liaison with New Orleans EMS. “It cutting ceremony. The convention center features to play a central role strengthening our provides the patient with a seamless transition to the city ambulance. Once the city 70,000 sf of meeting and event space with 18 breakout regional economy.” The hotel will feature ambulance picks up the patient, the same protocol of care is continued.” rooms and 58,000 sf of clear-span exhibit space. MID- more than 2,000 sf of meeting space and The GEM is the most significant piece of equipment the convention center was CON Hospitality manages the village-owned Tinley Park 9,750 sf for ground-floor retail and res- awarded through a grant from the U.S. Department of Homeland Security via the Convention Center. www.tinleyparkconventioncenter.net taurants. www.phila.gov/smartchoice City of New Orleans Department of Homeland Security. www.mccno.com
6 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 7 View Point
Brad Weaber
Rather than waiting for the economy to improve — and Event Innovation hoping your members wait with you — go out and ask them what they expect from their annual events and make sure your organization can deliver on those expectations. How to Put Your Own Event Stimulus Plan Into Action he meetings industry is in the crosshairs. to a year-round format, IOUG streamed access possible. A few months back, Dscoop heard from innovation, the North American Association of TWhile some organizations report growth from its annual meeting to virtual audiences, its members that they needed a way to showcase Food Equipment Manufacturers’ (NAFEM) team in meetings revenue, most association which provided live audio from approximately the value of digital printing. To respond directly to assisted in the creation, development, execution executives anticipate attendance to be the 40 sessions. The live, virtual conference offered a its members’ needs, Dscoop formed a taskforce and marketing of the “What’s Hot! What’s Cool!” same or decrease slightly for the coming year. less expensive alternative to the registration fee that eventually led to the development of its new product gallery for The NAFEM Show, a This outlook is no surprise considering many of the in-person event and allowed attendees Power Pack program, which provides a variety of biennial event. Open during all show hours, the employers are sending fewer attendees to to customize their experience by selecting selling techniques that members can incorporate gallery generated publicity before, during and meetings. However, as Albert Einstein said, “In and paying for access only to the portions of easily into their company’s marketing campaigns. after the show while addressing the needs of the middle of every difficulty lies opportunity.” the conference in which they were interested. The program helped Dscoop demonstrate its attendees to see the most innovative equipment The Convention Industry Council’s study In addition, the virtual conference alleviated value and relevance to its members, improve and supplies for foodservice operators. The “The Economic Significance of Meetings to the budgetary, time and travel constraints that many customer satisfaction and drive attendance for the product gallery featured 113 new products from U.S. Economy” shows that meetings within the people experienced in the face of a challenging organization’s annual meeting. exhibiting companies, a 45 percent increase in United States annually contribute $106 billion to economy. For those who were unable to travel, Look at what has been done and do it products compared to the 2009 show. the gross domestic product and are responsible the virtual conference allowed them to access the better. Many organizations are re-examining The meetings industry, like so many for the creation of 1.7 million jobs. Although high-quality education and information offered their business models and looking for new ways others, faces a time of reduced spending and the economy may still be sluggish, meetings by IOUG. Plus, the content was recorded, archived to enhance value for exhibitors, sponsors and simultaneous demands for increased proceeds and events clearly have an impact on the U.S. and available in an on-demand format on the attendees. Ask the question, “If we were launching and innovation. Rather than waiting for the economy, and many of SmithBucklin’s client Web. This resulted in a 20 percent boost in annual this for the first time, what would it look like?” For economy to improve — and hoping your organizations are seeking ways to enhance the revenues and year-round content for members. example, in the case of the Bank Insurance and members wait with you — go out and ask them growth and success of their events. Demonstrate relevance to increase Securities Association (BISA), significant regulatory what they expect from their annual events and One of the biggest challenges is transforming meeting attendance. For many organizations, changes affecting the banking industry left many make sure your organization can deliver on those the standard three-day annual event into a expectations become more complex with each professionals unable to attend conferences in the expectations. Innovative thinking may transform revenue generator that attracts attendee interest passing year. Board members and other leaders interest of saving money. To help alleviate this your event and generate additional revenue, even year-round. Here are some examples of how want to see growth in the bottom line, while situation, the BISA team secured a sponsorship in a down economy. AC&F organizations are thinking out-of-the-box to members want more value from the membership program that funded the hotel stay of attendees create new and continuous sources of revenue dues. Dscoop (the Digital Solutions Cooperative), at its annual conference. This generated a growth Brad Weaber serves as executive vice president of SmithBucklin’s from their events. an independent global community of graphic arts in attendance of more than 26 percent as Event Services unit. He is a 25-year meetings industry veteran and Keep the meeting going 365 days a year. business owners and technical professionals who compared to 2010 and made 2011 the second- oversees all of the company’s convention, trade show and event When the Independent Oracle Users Group use HP Indigo and Scitex equipment and related largest conference in the event’s history. management service offerings. SmithBucklin is the world’s largest (IOUG) wanted to extend its conference content solutions, proved that satisfying both concerns is Seeking ways to demonstrate and drive association management and professional services company.
8 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 9 View Point
Linda E. Schwartz
Does your conference website entice visitors and pull Successful Tech Strategies them in, or is it basically an electronic brochure? Come Into My Website, Said the Association to the Visitor he past decade truly witnessed a revolution facilitated the ability to see a large amount of infor- to the registration company. This structure al- pation in digital and email advertising, further Tin the way attendees register for conferences. mation with minimum scrolling required. The site lowed the team to proactively make additions enhancing ABS’ revenue. In the “old days” members mailed hard copies of also incorporated a Twitter feed to display the con- and alter the marketing messages based on the Hendrickson is already thinking about the 2012 registration forms. Then came the next great tool versations started by the Dscoop handle, @myd- type of member inquiries and comments appear- site, which he plans to make more of a destination — the fax machine — prompting exclamations of, scoop, along with a countdown timer for the event. ing in FICP’s social media areas. The site was so in and of itself by offering unique content and ad- “Wow! I can just put my hard copy on this machine Google Analytics measurements were used well-received that Nelles and the marketing team ditional user tools for members. and voilà! It goes to the registration department to compare the effectiveness of this year’s site already are working to create a similar site for Everyone has a favorite — and a least favorite within seconds!” Now, it is very common for most to last year’s. FICP’s event this fall. — website. Aside from the products and/or ser- conference registrations to be made online, and Dscoop Website Analytics 2010 2011 Cosmetologists Chicago (America’s Beauty vices being offered, favorite websites tend to be some organizations have stopped printing and Show). Tim Hendrickson, senior content coor- easy to navigate and always have something new mailing conference brochures altogether. Number of visits 16,500 22,000 dinator, launched a new conference website for or interesting to see. The worst thing your confer- Whether you use a mix of print and online or Number of page views 54,000 66,500 America’s Beauty Show (ABS), held in Chicago in ence website can be is static: If it looks the same online only, your conference website is crucial to March 2011. Hosted by Cosmetologists Chicago 90, 60 and 30 days before your event, it’s time for a Number of registered attendees 1,800 2,400 the ultimate success of your meeting. Internet- (CC), membership consists of creative salon pro- change! Even a few tweaks like changing the con- savvy consumers approach each website with a For the 2012 meeting, Chang is investigating fessionals who respond positively to less text and tent on the site’s home page, featuring different very critical eye and often make the decision to a site that renders well on a mobile phone, along cleaner visual content. To make the site more visu- speakers, adding new photos and links to speaker stay on the site or leave within mere seconds. Does with enhanced functionality that would allow at- ally appealing, Hendrickson incorporated a large videos or podcasts, and adding details about the your conference website entice visitors and pull tendees to create their own schedules online. flash piece on the home page and cut the overall location, can help keep a site fresh. Plus, search them in, or is it basically an electronic brochure? FICP (Financial & Insurance Conference site content by approximately 50 percent. The engines give preference to sites that are updated See how three different organizations en- Planners). Nicole Nelles, marketing senior coordi- new site highlighted information that was more more frequently. hanced their annual meeting websites, resulting nator, helped plan FICP’s first-ever conference mi- practical and tool-based, such as registration, and Remember, your conference is the second des- in increased registrations and revenue this year. crosite for the organization’s June 2011 Education featured simplified navigation. CC is a group that tination for members and other attendees; your Dscoop (Digital Solutions Cooperative). Tina Forum in San Diego. After having hosted all event participates heavily in social media, so the social meeting website is the first. If the first destination Chang, marketing manager, worked on Dscoop’s information on the registration company’s web- media icons and content were positioned promi- isn’t enticing, chances are your online visitors conference microsite for its February 2011 Annual site for several years, this year FICP chose to create nently, resulting in a large and ongoing spike in won’t get to the second. AC&F Conference in Orlando. The site was created in a microsite hosted and managed internally by Facebook “likes” and Twitter followers. WordPress, which provided an interactive func- the marketing staff. The event theme was central The site improvements helped to drive re- Linda E. Schwartz, senior director, marketing and communication tion for session and partner company descriptions. to the site; FICP was able to use member photos cord attendance at this year’s show, along with services for SmithBucklin, an association management company On both pages, visitors could click on a session or and other information and to make changes to the largest-ever number of online registrants. headquartered in Chicago, has worked with associations and their company name and expand it to read more. This the site quickly, rather than submitting requests An added bonus was greater exhibitor partici- members for more than 30 years.
10 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 11 manager, Orange County Convention Center represent the biggest challenge an association (OCCC), Orlando, FL. “The biggest issue is that planner must face when holding his or her event the association planner is now dealing with mul- at a convention center. This is a difficult assign- tiple properties and multiple contracts. When ment. However, it means the association is grow- the association is small enough to fit in a hotel, ing, and that is always positive.” it’s much simpler. The planner has only one sales When it comes to convention center contracts manager, one catering manager and one master and business, Canning certainly knows whereof bill to worry about. she speaks. She has been working in an execu- Growing “However, when the association gets big tive capacity at the OCCC for more than 25 years. enough to go to a convention center, the planner This is an impressive professional credential. The must now arrange a convention center contract, OCCC is the second largest convention center in an F&B contract, hotel contracts, possibly trans- the United States. Its building footprint is a gigan- portation contracts and additional contracts,” tic 7 million sf in total, with more than 2 million PainsHow to Manage Canning says. “I think that all of these contracts sf of exhibitor space, 74 meeting rooms and 235 the Complexities and Challenges Destinations Refresh and Renovate to
EDHAR/www.Shutterstock.com Attract Association Meetings Business By Mickey Murphy In many destinations, CVBs are seeing a flat market driven by changing patterns in booking and attendance. of Citywides “Citywide meetings are flat, year over year,” says Steve Goodling, president and CEO of the Long Beach Convention & nyone who works on a bomb squad Eight to 10 weeks of nearly 20-hour days? Visitors Bureau. In addition, the number of room nights historically associated with each meeting has dropped about 20 per- has a tough job. So do lion tamers, This clearly is a killing grind. Does this mean as- cent, Gooding notes. And it’s not a lingering after-effect of a recession-battered meeting industry. It’s also about current con- hockey goalies and salt miners. sociation planners get to take it easy during the cerns over the state of the economy, he says. Add association meeting planners remainder of the year? Fat chance. “We are al- In Greensboro, NC, the market for association meetings is a little better than flat, says Greensboro CVB marketing assistant to this list. Think not? A lion tamer ways in an active planning mode for our events,” Derek Allman. He characterizes it as “about the same as usual” — but without any timeline. hasA to deal only with a few big cats, a hockey goalie says Figoten. “For example, AALU is now booked However, one change in the market that bodes well for destinations hungry for new business is a shortened booking pat- with a little rubber puck. However, an association through 2013. Our 2009 meeting was held during tern that is driving a lot more meetings on much shorter notice, says Goodling. planner has to plan, budget, stage and manage gi- the first week in May. But we began our planning Associations are booking more, smaller meetings on shorter notice, he says. “There are more groups coming in short-term Kathie Canning ant events in huge, out-of-town facilities that can work on the 2010 meeting in February. If you are than there were a year ago,” he adds. “And that delights me.” In fact, based on current projections, Long Beach will double its Deputy General Manager involve tens of thousands of attendees. Disappoint an association planner, you are always planning or association meetings over the next 12 months. Orange County Convention Center even one of them, watch just one thing go wrong, managing one large meeting or another.” In Greensboro, Allman also sees meetings booked in narrower windows. But major association meetings continue to be Orlando, FL and the planner will hear about it. booked years in advance, he says. Thus, most association meeting moving up to a Convention Center From a supplier perspective, a fresh look for the destination is imperative as the market recovers but competition remains “When the association planners go into overdrive when Such activity represents a lot of intense fierce. “Long Beach is in the midst of a major transition,” he says. “The Hyatt Long Beach is undergoing a $20 million room ren- gets big enough to go they plan and organize their large planning and managing. But clearly, this type ovation that will be completed in March. The Westin is undergoing a $10 million room renovation. The Long Beach Marriott citywide affairs. This has been the of concentrated effort is necessary. Citywide has completed a $4 million meeting room renovation. to a convention center, case more than once for Jeremy meetings for associations are huge, complex But the big news for association planners, Goodling says, is at the Long Beach Convention Center. “We’re halfway through a the planner must now Figoten, vice president of meet- and demanding undertakings. Most times, $4 million renovation,” he says. “Everything has been greatly upscaled and repositioned — more like the lobby of a boutique arrange a convention ings, Association of Advanced Life such events are held at convention centers, hotel.” Improvements include more comfortable furniture for lounging and interacting. “We’re finding more planners are Underwriting (AALU), an organi- which present their own unique challenges for looking for that kind of ‘social’ environment today,” Goodling says. center contract, an F&B zation of 2,000 members, which is association planners. These can make planning Allman agrees that new product is one key to success these days. contract, hotel contracts, headquartered in Falls Church, VA. and managing a meeting at a hotel seem like a “Greensboro has an abundance of new offsite venues,” Allman says. “The Greensboro Coliseum Complex features two possibly transportation “There have been events where I walk in the park in comparison. brand new venues. The ACC Hall of Champions is a sports fan’s haven. The 78,323-sf indoor Greensboro Aquatic Center (GAC) contracts and was working 10–20 hours every day “Going from a large convention hotel to a just opened in August 2011, is a state-of-the-art facility featuring leading edge concepts in aquatic design. Meeting attend- for eight to 10 weeks until the pro- convention center definitely represents a major ees can also stroll through the brand new Gateway Gardens, featuring artwork from local sculptors and more.” additional contracts.” gram commenced,” says Figoten. transition,” says Kathie Canning, deputy general Both Allman and Goodling say they expect their cities to be very competitive in a “new normal” environment that no one has really figured out yet. — John Buchanan
12 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 13 Ten Tips for Working With Convention Centers breakout rooms. The facility has nearly 900 mas- comes to negotiating better terms. Often, this is Planning, organizing and managing an association event at a convention center is considerably different than setting up sive events with an estimated 12.9 million attend- due to governance and related restrictions under and running such an activity at a hotel, even a large one. Here are 10 valuable tips meeting planners should consider to work ees booker through 2029. which many convention centers function. It also most efficiently with any convention center. These edited suggestions are courtesy of Bana Yahnke, CAE, CMP, director of mar- has much to do with how convention centers op- keting and membership, Family Career and Community Leaders of America, Reston, VA. Data Mining erate financially. 1. Your convention services manager (CSM) is your new best friend. So how can association planners negotiate the “Planners need to understand how a conven- 2. Ask numerous questions, especially on labor issues. Anita Cerana, CMP best convention center and other contracts for tion center generates its revenue,” says William R. 3. Include the convention center staff in overall conference planning. National Convention Sales Manager their groups? “I think that planners these days Tirone, CMP, assistant general manager, Branson 4. In this regard, make sure that all staff, including your audio-visual company, is involved in such meetings. St. Louis Convention and Visitors have to be right on top of their data mining,” says Convention Center, Branson, MO. (Hilton man- 5. Be clear in all communications to the convention center staff. Commission, Washington, DC Anita Cerana, CMP, national convention sales ages the Branson Convention Center, its first for- 6. In your communications, add in the smallest details regarding meeting rooms, general session halls and exposition ac- manager, St. Louis Convention ay into this market.) “A convention center is not tivities, even if these details may seem mundane. “I think that planners and Visitors Commission, based like a hotel. It does not have guest rooms from 7. Hire a general service contractor. This professional resource can save you money. 8. Actively monitor all minor details, such as shipping and receiving, business centers, cash sales, food and beverage mini- these days have to be in the Washington, DC, area. which to generate revenue. The convention cen- “They have to know what their ter is simply meeting and event space. It derives mums, and so on. right on top of their history has been in their previ- its income from the rental of this space. Hotels are 9. Always thank the convention center staff at the end of your event. Do this in a public fashion. This simple act will data mining. All of this ous cities in terms of their room more willing to discount meeting space because strengthen your future relationship with the facility. information...is going blocks, how many rooms they they generate their primary revenue from guest 10. And as always, the planner should make sure to have fun at the event. When the planner is cheerful and upbeat, the lo- picked up, how much they spent room rentals. This obviously is not the case for cal staff will follow his or her lead. — MM to help planners get on food and beverage, how convention centers. the best deals possible much they spent on AV and so “We had a group that moved from one of the from everyone.” on. All of this information can hotels in the area to the Branson Convention help reduce their rental rate at Center,” says Tirone. “Based on attendance, they a convention center. Indeed, this type of informa- felt they could meet certain food and beverage sometimes provide their meeting and event ample, because convention centers do not gen- tion is going to help planners get the best deals minimums that would give them the convention space at low or even no cost. This can occur if the erate any revenues from sleeping rooms, many possible from everyone. Some planners are on top center space for free. So we negotiated with them association will be bringing a major convention end up charging for almost everything else, even of this data, but others are not.” on this basis. Unfortunately, they didn’t hit the to the city that will provide a positive economic including such items as trash removal and water. agreed F&B minimums. As a result, they ended impact across the board for numerous local ven- Planners who do not pay attention to such details Convention Centers are not like hotels up having to pay more for meeting room rental ues and merchants. “In this sense, the convention are liable to be in for a series of unpleasant surpris- One routine grievance planners have with con- than they were accustomed to at hotels.” center functions as a loss leader for the com- es later. Plus, many of these services can be more vention centers is that they are inflexible when it By the same token, convention centers can munity,” says Tirone. “The increase in local tax expensive at convention centers than at hotels. revenues from added spending by convention “Everything is more complex at a convention attendees will offset any loss experienced by the center than a hotel,” says Ann McLeod, CEM, convention center.” CAE, formerly ASAE’s director of exhibitions and Cerana details how this works in some desti- registration. “In a convention center, the planner nations: “Local hotels normally absorb the cost must deal with multiple points of contact, but at a Learn the Value of Your Business of the convention center in the form of a rebate hotel you have one essential person. Association meeting planners have a new tool to help them learn the value of their business. Planners who work with added to their hotel room rates, which in many “If planners do not have experience with exclu- DMOs that use the new Destination Marketing Association International (DMAI) Event Impact Calculator, will be one step clos- cases still allows for attractive rates even with sive contractors and exclusive service providers er to more effective negotiations. The Event Impact Calculator, which went live in September, has been adopted by more than the rebates built in. Or the convention center de- that often come with convention centers, a lot of 67 CVBs throughout the U.S. The calculator is designed to provide DMOs exclusively with a more credible and destination- rives its revenue through audio-visual and F&B their fees can be more expensive, and they have to specific method for understanding and quantifying the impact of face-to-face events on their destinations. minimums, or through both of these methods. So pay a lot more money,” says McLeod who is cur- Christine Shimasaki, managing director of empowerMINT.com and the Event Impact Calculator, says, “This is the first time while the rental technically is ‘free,’ it essentially is rently the director of meetings and expositions for we’re utilizing a tool of this level as well as one that uses numerous data sources. This will become the new standard for the being paid for in another way.” the Alexandria, VA-based Society of American way the impact of events are measured in our industry, at the local level.” Military Engineers. “Exclusive contracts can in- Robert Donovan, vice president of meetings and travel services for the American Hospital Association, agrees. “Knowing Contracts the Tip of the Iceberg volve such things as rigging — the hanging of items the value of your business is really important because it helps you think through the value proposition,” says Donovan. “If you What makes meetings and events at conven- from ceilings. The whole thing about exclusivity is think that your meeting is worth $100,000 and you find out it’s worth $1.6 million, that makes a big difference (in negotiating tion centers more complicated than hotels con- a huge issue.” power). We’re all about knowing what our volume is, how much business we do and what our business is worth.” cerns much more than multiple contracts. When Typical exclusive contractors at some conven- For an example of how DMAI’s Event Impact Calculator was used to quantify the impact on DMAI’s Annual Convention planners hold events at convention centers, they tion centers include electrical, security, catering in New Orleans, visit www.meetingplanningpartners.com. For more information on the Event Impact Calculator, visit must stay on top of innumerable details. For ex- and so on. “Legitimate reasons exist for exclusiv- www.destinationmarketing.org. — AC&F
14 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 15 ity,” says Cerana. “In St. Louis, you can bring in applicable labor and/or union rules and regula- problem for associations and their attendees,” says same basic information. “Many convention center your own audio-visual person, but when it comes tions. This professional can advise planners on Canning. She advises association planners that problems develop because of a lack of clear com- to electricity, liability issues preclude groups from how to set up and dismantle booths, handle rig- one of the most helpful things they can do when munications up front,” says Canning. bringing in their own electricians. ging and signage and so on. The GSC can keep they plan their convention center events is to Clear and comprehensive communications be- “An exclusive local electrical contractor is go- associations out of trouble when they meet at communicate that all attendees be sure and bring gin with the RFP, which spells out precisely what ing to know everything about power issues at his convention centers. comfortable shoes with them. the association must obtain for its event. “The William R. Tirone, CMP or her convention center, and is going to be cov- “Another sometimes overlooked detail is ad- planner should put together a great RFP,” says Assistant General Manager ered by convention center insurance,” Cerana ex- Fear of the unknown equate branding,” says Canning. “Let’s say the Tirone. “It should detail exactly the association’s Branson Convention Center, plains. “When the building has an exclusive elec- With all of the often confusing union rules, li- ‘Association of Bottle Washers’ has their annual event specifications and criteria. It should also Branson, MO trical contract, the liability for the caliber of the ability issues and numerous other tangibles and 3,000-person convention at our convention cen- forecast the economic impact of the convention work is the building’s responsi- intangibles, moving an association event from a ter. That is a relatively small convention for us. on the community. A great RFP leads to a great “But at convention bility rather than the planner’s. hotel to a convention center can be an intimidat- Therefore, such a group must ensure that it has contract, which leads to a great event.” centers with unions, This protects the planner from ing experience for many planners. “I think it is enough banners and signage so their event will “Effective communications are vital at every there can be explicit potentially unskilled or inexpe- fear of the unknown,” says Cerana. “Most plan- not be overshadowed by a larger group that meets stage of the event planning and management rienced workers.” ners are totally familiar with hotels. But this of- here at the same time.” process,” says Yahnke. “Communicating clearly rules about who can ten is not the case regarding convention centers.” and completely with the convention center staff and cannot do your Understand Union Rules In addition, since convention center events are Communication is key and all other parties is extremely important. material handling, When organizing their events much bigger than hotel events, there are many More than perhaps any other factor, success- Planners can never provide enough detail or ask at convention centers, association more things that can go wrong. The infamous ful convention center events depend on clear enough questions.” booth decoration and so planners must quickly become Murphy’s Law says that if something can go and consistent communications. Planners must Yahnke says: “I am a firm believer that if the on. The planner needs knowledgeable about any appli- wrong, it will go wrong. Planners must therefore ensure that everyone — convention center man- convention center staff and everyone else are all to know about all of cable union rules and regulations. account for all contingencies. agement and staff, vendors, contractors and the on the same page, the association conference will These seldom are key planning “It’s all about the details,” says Yahnke. “For ex- association planning team — operates with the run like clockwork.” AC&F these details up front.” factors at hotels. But failure to stay ample, let’s say the planner trucks the association’s on top of such issues can become a major problem entire show shipment to the convention center, for associations that meet at convention centers. but didn’t check on its shipping and receiving “The planner must know if the facility is union rules. However, if the association ships its materi- or non-union,” says Tirone. “At many hotels it is als too soon, the convention center may be unable OK for the bellmen to bring in your materials. But to accept them at the dock. The group will then at convention centers with unions, there can be have to wait until its move-in date. As a result, it explicit rules about who can and cannot do your ends up paying a warehouse fee. These are details material handling, booth decoration and so on. that planners can easily miss.” The planner needs to know about all of these de- Another problem that can occur at a conven- tails up front.” tion center concerns a lack of available meeting “Understanding the labor rules can be a chal- rooms. Planners may mistakenly assume that be- lenge,” says Bana Yahnke, CAE, CMP, director of cause they are dealing with giant convention cen- marketing and membership, Family Career and ters, available meeting and event space will not Community Leaders of America, headquartered be a problem for their dates. This can be a false in Reston, VA. assumption, even for the largest convention cen- “They are different at every facility,” says ter facilities, including the humongous Orange Yahnke. “At one event, we had to hire a 24-man County Convention Center in Orlando. “Believe crew of highly experienced craftsmen for simple it or not, some of the big shows use more meeting chairs setup. After years of experience in many rooms than we have available, so they may need to different cities we don’t run into this type of go to a nearby hotel,” says Canning. problem too often now. The second time around The OCCC executive also points out that even we went back to the same city. We were able to something so mundane as walking distance in negotiate with the facility. As a result, we saved large convention centers can become a problem $22,000 on chairs setup alone.” for the attendees of groups that meet at such fa- The general service contractor (GSC) that the cilities. “The length of our west concourse is half planner hires can come in handy regarding all a mile, so transportation and logistics can be a
16 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 17 any association meeting planner can use a PURL “pulls” a customer into a two-way conversation with platform. The process is fully automated and rea- clear benefits for both parties. sonably inexpensive. It allows association planners Despite its obvious appeal, however, social media to create 15,000 or more personalized websites also has created a backlash from meeting planners that are tied to a database of detailed information who are resistant or even afraid of it. on the individual tastes and preferences of all pro- “We are in a classic 80/20 situation, where I would spective attendees. say that 20 percent of the association members of Michael Faye Integrated By targeting content to individual constituencies, the International Association of Exhibitions and President planners can increase their registration ratio and, in Events (IAEE) have embraced social media and AssociaDirect effect, create a sub-tier of attendees who otherwise some of that 20 percent are doing it superbly,” says Chicago, IL Event Marketing would not have been enticed to come to the meeting. Joyce McKee, CEO of McKinney, The next technological battleground, Faye says, TX-based association conven- “It’s amazing to me in Leveraging Technology will be mobile platforms that can connect and en- tion marketing consultancy Let’s 2011 that anyone is still gage attendees 24/7, while still relying on PURL, Talk Trade Shows. McKinney was email and texting tactics. Now, however, Faye and also co-chair of the IAEE Social having the conversation to Connect and other observers see association meeting planners Media Task Force that last August about whether they who are falling farther and farther behind the curve, released the white paper “How should segment their Engage Attendees rather than aspiring to the cutting edge. to Properly Use Social Media to membership and Enhance and Promote Your Event.” Seg Marketing (see page 20). “Then you have the market to specific niche By John Buchanan “It’s amazing to me in 2011 that anyone is still other 80 percent, who are either audiences so you can having the conversation about whether they should dabbling in it or who are consider- tailor messages to those or more than 60 years, associations have monthly magazines, as well as its newsletters, to segment their membership and market to specific ing it and trying to figure out what marketed their annual conventions and promote her annual meeting, which draws 9,000 niche audiences so you can tailor messages to those to do with it,” she says. specific audiences.” other major meetings based on a few attending physicians and other medical practitio- specific audiences,” Faye says. “A lot of associations Frank Skinner, account executive, marketing and simple facts, such as that they attracted ners and experts from all over the world to a North are still sending one big ‘preview mailer’ and the information systems, at association management a well-defined, industry-captive audi- American city each September. same registration packet for their conventions to all company Kellen Company in Atlanta, questions that ence,F provided important education and career-de- In addition to the association’s publications, members.” That is an obsolete model, with the law of assessment. Among Kellen’s 80-odd association cli- velopment content and fostered networking. Over Lincoln also relies on a sophisticated, segmented diminishing returns at play, Faye says. ents, about half are engaged in the use of social me- the past decade, however, the Internet has eroded email marketing program. But, she points out, the At the same time, says MaryAnne Bobrow, CAE, dia, Skinner says. that traditional dominance when it comes to con- consistent success AAOHNS has with its annual CMP, CMM, CHE, managing partner of indepen- A study from the Center for Exhibition Research Catherine Lincoln, CAE tent. Technologies such as LinkedIn, Facebook and conference and other major events is a result of com- dent association management company and meet- (CEIR) last fall found that 72 percent of exhibition Senior Manager, International/ Twitter have enabled networking on a scale never pelling and widely acclaimed content, not a particu- ing planning firm Bobrow & Associates in Citrus marketers expected to have a digital marketing strat- Humanitarian Foundation before imagined. As a result, the very definition of a larly well-applied marketing tool. Heights, CA, some tried-and-true marketing tactics egy in place by the end of the year. Forty-four percent American Academy of Otolaryngology well-defined, industry-captive audience has changed. Association marketing experts are unanimous in of recent years are under siege. “For example, with reported that they intended to build up their internal Alexandria, VA Meanwhile, social media has revolutionized the their agreement with that essential point. new technologies comes new levels of anti-spam digital talent and capabilities. entire notion of how associations However, says Michael Faye, president of Chicago- prevention,” she says. “So, you have to start to won- Regardless of the percentages, what all experts “It’s interesting to me that should market their events. The based association marketing firm AssociaDirect, der if your email broadcasts, which we have all relied agree on is that most association meeting planners the doctors and other challenge is how to integrate tra- in today’s market, winning content is only half the so heavily on, will get categorized as known spam- who are using social media are using it only margin- ditional marketing practices with battle. The other half is a truly integrated marketing mers. That’s an issue that some email broadcasters ally well — at best. That’s because of a fundamental people who find us at social media, to arrive at a strategy campaign that leverages all available technologies are struggling with right now.” misunderstanding of just what social media is, and Facebook are oftentimes driven by new synergies. and other key capabilities. what it’s supposed to be doing. not even on our radar. For example, Catherine By Faye’s current standard, an integrated event Push Versus Pull “There is major confusion about this idea of a two- And then they start to Lincoln, CAE, senior manager, in- marketing plan should include a microsite tailored As more and more people rush to opt out of the way channel,” says McKee. “Meeting planners are ternational/humanitarian foun- to the individual meeting; a PURL or “personalized relentless onslaught of unsolicited daily communica- perplexed, because in the past their job has been to fix follow us and engage dation, at the American Academy URL” campaign that targets and exploits known tion, the concept of opting in for something is revolu- problems. They’re used to fixing a specific thing, like with other physicians of Otolaryngology – Head and characteristics of individual attendees; a segmented tionizing the practice of event marketing. the air-conditioning in the room or a meal. They’re all over the world. That Neck Surgery (AAOHNS) in email campaign; and a text platform based on mo- Therein lies the unique appeal and power of social not used to having a conversation with a community Alexandria, VA, uses print ad- bile phone technology. media. It is the very antithesis of traditional “broad- of attendees. And a lot of them just haven’t learned is very exciting.” vertising in the association’s two With currently available technology, Faye says, cast” marketing. Instead of “pushing” information, it yet how to be fluent in that conversation.”
18 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 19 Related to that common shortcoming is a com- component of that blog. And now we’re looking at platforms for traditional marketing strategies will media. And, associations that aspire to anything less mon mistake, McKee says. “I shudder when I see this,” doing it in Spanish, as well as English, because a lot of fail,” says Hurt, who served as a member of the IAEE than empowered attendees at meaningful events will she says, “but as soon as they decide to do it, planners our attendees come from Spain and Latin America. Social Media Task Force. The successful use of social have a problem. just go off and hire somebody to do their Facebook Those are major markets for us, along with Mexico.” media requires a completely different mindset, Hurt In the longer term, it will be nearly impossible to page and their tweeting, rather than being actively What has pleasantly surprised Lincoln is that so- says and other experts agree. attract and engage younger attendees without the involved. They delegate it. But what they need to do cial media does indeed take on a life of its own when It also requires a simple element often over- effective ongoing use of social media. “That’s the Joyce McKee is immerse themselves in the technology and these done right. “It’s interesting to me that the doctors and looked in the excitement over new technology. “In real issue that associations are struggling with right MaryAnne Bobrow, CAE, CMP, CMM, CHE CEO tools so they have a better idea of what they can do other people who find us at Facebook are oftentimes order to use social media, the first thing a planner now,” Faye says. Managing Partner Let’s Talk Trade Shows and can’t do in that world. Then they can start direct- not even on our radar,” she says. “And then they start needs is a strategy,” says Michelle Bruno, president Given such daunting considerations, planners Bobrow & Associates McKinney, TX ing their voice to their audience.” to follow us and engage with other physicians all over of event marketing firm Bruno Group Signature should understand that it will always be a “work in Citrus Heights, CA the world. That is very exciting.” Events in Salt Lake City. She also was co-chair of progress,” says McKee. “It has the “(Planners need to) Success story The bottom-line benefit to AAOHNS is an en- the IAEE Social Media Task Force and co-author elements of trial and error built “Planners who want immerse themselves in In terms of using social me- tirely new stream of enthusiastic attendees not of its white paper with McKee. “You can have all into it.” To be successful, she says, to learn should use dia to enhance awareness of and reached by traditional marketing methods. “And the tactics and tools you want, but they won’t bring a planner must pursue “a constant the technology and these attendance at a major meeting, the response has been from a wide area,” says success unless they’re tied to a specific strategy and process of testing and analyzing, the various resources tools so they have a AAOHNS and Lincoln have al- Lincoln. “That includes South America, the Middle the goals of the association.” testing and analyzing,” she adds. at (socialfish.org and better idea of what they ready seen major results from East, the Indian subcontinent, including Pakistan, At the core of that strategy should be the goal of “There is no one right way to do it. mashable.com) and sign their efforts. Although the asso- and Southeast Asia. And these were places in some genuine engagement and open, ongoing conversa- And all associations are different. can do and can’t do in ciation’s longstanding and proven cases where we didn’t even know anyone was inter- tion with attendees, exhibitors and other stakehold- Each one has to figure out what up for their daily email that world. Then they marketing plan for its annual con- ested in us or our annual meeting.” ers, with the shared objective of collaborating on a really works for its audience.” reports and tips. Then can start directing their ference assures basic numbers In turn, Lincoln has watched as allied medical more successful convention or meeting. And therein Fortunately, says Bobrow, for- ask the question, ‘How voice to their audience.” each year, Lincoln wanted a more organizations around the world have embraced the lies the rub. Hurt says that associations’ longtime midable resources are now avail- much of this is right effective way to reach out to and AAOHNS social media initiative and migrated con- business model has been to push out information able to planners who want to use attract international attendees. tent to their own websites. That has provided yet an- that sells memberships and attendance at an an- them to master social media. As for my association?’ ” Beginning 21/2 years ago, as a relatively early adopt- other new way to reach a global audience with com- nual convention. “The truth is that most associations primary learning tools, Bobrow recommends the er of social media, Lincoln and her communications mon goals and shared professional interests. don’t do a very good job of listening to their mem- association-specific information and learning re- department created a LinkedIn account, Facebook bers,” Hurt says. In the era of social media, the most source www.socialfish.org, as well as the broader page and Twitter account. She also launched a high- Mastering the fundamentals successful events are those planned from the bottom www.mashable.com. quality blog aimed specifically at the promotion of Meeting planners who want to wade into the wa- up, with content directed by attendees’ feedback and “Planners who want to learn should use the vari- the annual meeting, with a focus on its world-class ters of social media should first understand a single ongoing conversations. Like any conversation, it goes ous resources at those two sites and sign up for their content and highly credentialed presenters. principle, says Jeff Hurt, director of education and two ways: Associations that deliver cutting-edge daily email reports and tips,” Bobrow says. “Then you “What I’m really excited about,” Lincoln says, “is engagement at association marketing firm Velvet content and a positive overall experience at their just have to ask the question, ‘How much of this is the opportunity to have a specifically international Chainsaw Consulting in Dallas: “Using social media meetings will see their success accelerated by social right for my association?’ ” AC&F
6. Reward your most active followers. Provide premiums such as complimentary event passes, gift cards and other small 11 Key Social Media Strategies gifts to motivate attendees to share information and insights with their peers. Sharing builds the brand for your event. 7. Choose the right tool to measure your success. Use both free and paid tools to measure the results of your social net- The International Association of Exhibitions and Events (IAEE) provided a snapshot of the use and benefits of social media in working campaign. Determine precisely whether your initiative is meeting your specific goals. marketing association meetings and conventions in a white paper published last August: “How to Properly Use Social Media to 8. Build your followers. Leverage existing databases of attendees, exhibitors and prospects to increase the number of fol- Enhance and Promote Your Event.” Co-authors Joyce McKee and Michelle Bruno identified 10 key strategies. lowers on a specific platform such as LinkedIn. Use email marketing to introduce attendees to the platform and make con- 1. Establish your goals. Common objectives include increasing attendance, obtaining more client mindshare, increasing tent visible outside the basic database. traffic to online properties and getting feedback from attendees. Establish clear goals and a method for measuring results. 9. Know what is going on out there. Monitor the conversations about your event by using free or paid tools such as 2. Focus on social media platforms that your attendees already use, such as LinkedIn, Facebook or Twitter. Monitter for Twitter or EventBuzz. 3. Leverage the social networks of your attendees and exhibitors to drive attendance. In addition to establishing a 10. Invest time, human resources, money and patience. Development of a successful social media program takes time. It presence on the relevant social media platforms that attendees use, enable attendees to network with their peers on event- never happens overnight. In addition to an organized internal approach, reach out to exhibitors, vendors, speakers, present- centric social networking platforms provided by third-party developers. ers, active volunteers, young professionals and retired members to broaden your base of interest and support. 4. Take social media to the show floorby using mobile devices and large-screen monitors. 11. Think long-term. In the future, successful, ongoing social media initiatives will be driven more by private-network tech- 5. Leverage show content to drive social networking after your meeting. Provide relevant information such as sum- nologies now coming into the market than by a LinkedIn account or Facebook page. Such event-specific social media net- maries of presentations, news, educational programming and videos that drive attendees to your website. works will empower meeting planners to engage attendees and prospects in meeting-related conversations 24/7/365. — JB
20 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 21 New York City-based International Lawyers International Meetings Network, a global organization of 91 law firms from 66 countries, held its Extraordinary Experiences 23rd annual meeting in Lisbon, Portugal. Delegates gathered for a group photo after lunch in Cascais, a in Extraordinary Places picturesque coastal town and former fishing village By Stella Johnson Photo courtesyPhoto of International Network Lawyers in the suburbs of Lisbon.
ssociations are amazingly resilient. seas. The most obvious reason: Meetings abroad “We rotate where this meeting is held between things to be done as they are domestically, so it’s They manage to “keep on keeping boost membership attendance and may lead to in- the Americas and Europe (and periodically Asia), important to help them in managing their expec- on” as the expression goes, despite creased membership as well. Other evidence points because we like to give our law firms the oppor- tations as well.” the recent global economic woes. to the fact that global destinations: tunity to host the event,” says Lindsay Griffiths, But, planners beware. “Things will go wrong, in International Congress and • can be a matter of convenience and fairness for ILN’s director of network development. “Our any foreign country,” cautions Griffiths. The main AConvention Association (ICCA) CEO Martin Sirk international members and sister chapters; Portuguese member firm had indicated an inter- culprits are cultural and linguistic, and often the notes: “While corporate meetings have been sub- • allow association chapters to play host on a est, so we decided to hold the meeting in Lisbon.” time difference as well. “When we’re planning a ject to incredible volatility over the last three years, rotating basis; Since one-third of the attendees were guests, meeting in Asia, for instance, I almost never have associations have kept on meeting, even if they’ve • pump the economies of chapter organizations; Portugal was a great choice, too, because it af- a phone call with the hotel or events planner. It’s had some pressures on attendance and sponsor- • provide the opportunity for attendees and forded so many sightseeing opportunities — one all done via email,” she says. “Although for confer- ship. We’ve seen that the international association their families or guests to enjoy pre- and post- of the built-in perks of international destinations. ences in Europe, I can call first thing in the morn- sector has been the most resilient in the whole of convention vacation time; During the gathering, guests went on a tram ride ing if necessary.” the global meetings market. In general, we’ve no- • and fortify association ties that bond in ways that to Alfama to visit St. George’s Castle and the Griffiths advises planners to research cultural ticed far more U.S. based associations paying atten- only traditional or exotic locations can. Casa do Leao. They lunched at Cozinha Velha differences in advance to avoid problems down tion to their global strategies, and part of this inevi- Last, but not least, conferences in international outside of Lisbon, and followed that with a visit the road. A few years ago, while planning a meet- tably involves meetings that are either stand-alone, destinations give planners the opportunity to create to Sintra, a UNESCO World Heritage Site, and ing in Thailand, she sought the opinion of local organized in partnership with local members or extraordinary experiences in extraordinary places, the National Palace. event planners and vendors, and quickly discov- Lindsay Griffiths sister/rival associations, or through commercial which amplifies the overall meeting experience and “Dinner that evening for the entire group was at ered that asking someone’s opinion on a given Director of Network Development third parties.” makes the event more memorable and productive. the Seteais Palace, also outside of Lisbon,” Griffiths subject in this part of Asia was the equivalent International Lawyers Network Furthermore, Sirk observes that as knowledge says. “The following day, the companions went to of asking them to change whatever was being Westwood, NJ continues to expand exponentially in many fields, Lose the rush, rush attitude Ribeira Market, but lunch for the entire group discussed. “This is how they are asked to make it naturally follows that associa- But, planning a meeting in Lisbon, or any other was at Porto Santa Maria, and then attendees had changes, so they would just change the program “I’ve learned that tions have to keep up with this global destination for that matter, is not the same a choice between returning to the hotel, spending without my confirming it,” she says. “Until I caught you’ve got to be able to dynamic process. “It’s this reason, as planning a gathering in Los Angeles or New some time at the beach or taking a tour of Cascais.” on, I was extremely frustrated about how things more than any other, that makes York City. For example, New York City-based According to Griffiths, a highlight of the pro- sometimes transpired. roll with the punches me optimistic for the future of International Lawyers Network (ILN), a global gram was lunch at Porto Santa Maria, accented by “I’ve learned that you’ve got to be able to roll and keep a smile on association meetings,” he says. organization of 91 law firms from 66 countries, ocean views and delicious food, and the evening at with the punches and keep a smile on your face so your face so that your And, by that Sirk means domes- held its 23rd annual meeting of 89 members and Foz Palace, a glamorous gala affair. that your delegates don’t know that anything is go- delegates don’t know tic and international. 30 guests at the Olissippo Lapa Palace in Lisbon, Griffiths reminds planners that they are work- ing awry,” she advises. “Also, keep a sense of humor Portugal, a five-star, 19th century garden estate ho- ing within someone else’s culture. “So, if you’ve got about it all. It gets straightened out.” that anything is going Extraordinary tel overlooking the Tagus River, where they enjoyed that rush, rush attitude of the states, you’re going Having a solid team back home helps a lot, too. awry. Also, keep a sense Experiences luxurious accommodations as well as a welcome re- to be easily irritated by the lack of response you Griffiths’ ILN research department lets her know of humor about it all. It Nowadays, an association ception, general sessions and gourmet-style meals get in a foreign country. At the same time, it’s im- that when working in Asia, one must always pres- planner can easily build a solid in rarefied surroundings that were, quite simply, not portant to understand that if you have a lot of U.S. ent his business card with both hands and accept gets straightened out.” case for hosting conferences over- of the everyday world. delegates in your group, they may be expecting business cards the same way. “But, not only that,
22 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 23 you also look for several minutes at the card and “Also, when dealing with foreign contacts and solution providers and industry thought leaders. KCA prepares a risk management plan and, when don’t immediately put it away,” adds Griffiths. vendors, always be wary when speaking verbally Attendees learn best practices, share trials and traveling abroad, checks with the state depart- “Additionally, in Thailand, when writing an to anyone that replies ‘yes’ to everything you say. successes, network with industry colleagues and ment in advance. They also print local emergency email, address everyone as Khun. So, I would So often ‘yes’ only indicates that they understand help set the priorities for MESA’s deliverables information on the back of all attendee name write “Dear Khun First Name” whenever I sent what you are saying or that they are following throughout the year. The 2010 conference drew badges and require attendees to provide an emer- an email. This went a long way in showing them along in the conversation — not that they will fol- 110 attendees from 17 countries. gency contact during the registration process. “If that I respected their culture, and that’s very im- low up on what you are discussing with them. This Düsseldorf, Germany was chosen because a situation develops, we arrange for secure trans- portant when conducting business in Thailand or also happens with the response ‘OK.’ ” MESA wanted to grow their membership in portation to off-property locations or choose to anywhere else.” However, convening in global destinations af- Germany, and Düsseldorf is dotted with manu- keep all activities on property, depending on the fords a great opportunity to strengthen the meet- facturing plants. “Düsseldorf was also easily acces- circumstances,” she says. common obstacles ing agenda by choosing a city that has some con- sible from other major European cities and not as “On a personal note, I always travel with ra- Katie Elsberry also views cultural and language nection to the purpose of the event. For instance, expensive as a tier-one city,” adds Elsberry. tions (food and first-aid kit) in my room in case I barriers as common obstacles when conducting one of KCA’s clients, Manufacturing Enterprise The meeting sessions, exposition, “walking” get stuck there due to an emergency or workload,” business in an international destination. Solutions Association (MESA) , a global commu- dinner (six-course meal served butler-style in says Elsberry. “Of course, I couldn’t live without Elsberry, the manager at KCA, a Chandler, AZ- nity of manufacturers, producers, industry leaders exposition hall) all took place at the Swissôtel the conference committee of volunteers and our based association management company, says she and solution providers, recently held an event in Düsseldorf/Neuss. The hotel also provided lodg- internal conference-planning team. I also could prefers communicating via email. “This way, you Düsseldorf, Germany. ing for the majority of out-of-town attendees. not live without the accounting firms we have also have a paper trail. Just be sure to be very de- According to Elsberry, the fall European For all of its conference clients, and especially hired to assist us in navigating the tax laws in tailed and very direct. Conference draws end users, systems integrators, during these times of social and political unrest, each country.”
While there were no emergencies during the GSM No stranger to international meeting Association’s four-day event, given today’s climate of social and planning, Lausch and her team have Singapore No. 1 Convention City in Asia political unrest, Hermanns stresses that it is always crucial to planned annual events around the According to the Global mobile money and banking develop a crisis plan well in advance of the event and to review world regularly for FSF, from Beijing Rankings of the International deployments by mobile net- that plan with internal stakeholders at regular intervals. “Our plan to Milan. Singapore is celebrating Congress and Convention work operators, vendors and includes a review of potential emergency and crisis situations, the centennial anniversary of its first Association (ICCA), an indus- banking institutions. the likelihood of each scenario occurring and our response and flight in 1911, which ties into the try survey that rates world- According to Hermanns, actions in each event,” he says. “We also identify key onsite and theme of their gala event, which will class cities by various criteria, “the country offers one of the home-based team members, and develop a full communications include a “who’s who of the global Erich J. Hermanns Singapore continues to reign most beautiful skylines in the plan and evacuation plan so that we are fully prepared to manage aviation community,” she says. Event Director as the No. 1 convention city world,” which was another each situation and ensure a safe environment for our attendees The Mandarin Orchard Hotel GSM Association in all of Asia, as well as one of factor considered during the and staff. We do take this quite seriously and have involvement will serve as headquarters for London, England the top five convention cit- selection process. “It also has from team members across the company, including our CEO.” meetings and ac- ies, overall, alongside Vienna, a robust tourism bureau and Susan Lausch, director of events and seminars of the commodations, “Of course, outside Barcelona, Paris and Berlin. courtesyPhoto of Marina Sands Singapore Bay team that works closely with Alexandria, VA-based Flight Safety Foundation (FSF), will in and Singapore’s events were scheduled (www.iccaworld.com) A night view of Singapore’s Helix Bridge — a pedestrian bridge linking event organizers and supports November hold her group’s 64th annual meeting in Singapore. Aviation Academy Marina Centre with Marina South and the Marina Bay Sands Singapore. Melissa Ow, assistant chief them through all aspects of the will host one whereby attendees were executive of Industry Development at the Singapore Tourism event-planning process, from RFP through to restaurant selec- event. “Our CEO able to experience all Board, believes the city’s “constant reinvention and ever-changing tions. They also provide a grant opportunity to offset some of the sits on the acad- that Singapore has to skyline” are part of the reason for its success, as well as imple- costs for an event organizer,” he adds. emy’s board, and mented incentives. Marina Bay Sands was selected as the host venue for the sum- Singapore reached offer, from outstanding Erich J. Hermanns, event director of London-based GSM mit because the venue is an architectural wonder, providing new, out to our group by restaurants and Association, which represents the interests of mobile operators state-of-the-art conference and exhibition facilities, as well as way of a familiar- clubs to shopping and worldwide and produces a large number of industry-leading outstanding accommodations and a wide range of business and ization trip. When I events, in June held its 4th Annual Mobile Money Summit at recreational services for the attendees. saw the hotels and cultural activities.” Singapore’s Marina Bay Sands. Says Hermanns: “All elements of the Mobile Money Summit facilities, attractions and professionalism it had to offer, I imme- Hermanns says when choosing an international destination, event were held in the Sands, including the conference and exhi- diately understood why my CEO has been so enthusiastic about it’s beneficial to choose one that has some special bearing or bition, press meetings, executive meetings and more. Of course, Singapore for so many years.” significance to the nature of the group. For GSM Association, outside events were scheduled whereby attendees were able to Based on the level of professionalism she is already experienc- Photo courtesyPhoto of GSM Association Singapore is a major business and banking center of Asia, as experience all that Singapore has to offer, from outstanding res- Singapore’s Marina Bay Sands was selected by the GSM Association ing from the Singapore Tourism Bureau, Lausch expects to offer well as is the heart of Southeast Asia, which is a strategic area for taurants and clubs to shopping and cultural activities.” as its host venue for its 4th Annual Mobile Money Summit. the same accolades as GSM Association’s Hermanns. — SJ
24 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 25 blocking rooms at a larger number of hotels but with fewer room counts, as European hotels usu- ally do not have the large block concentrations The Flight Safety we see here.” Foundation European For the Liver Transplantation Society, the clos- Aviation Safety Seminar (EASS) is held annually ing event was the highlight, a spectacular evening at various locations in with entertainment held at a prestigious offsite Europe. EASS 2011 was venue the City of Arts and Sciences, a modern held in Istanbul in March. Foundation courtesy Safety Photo of Flight complex of five entities that includes an opera Ascertain the differences house and performing arts center; an IMAX cine- between here and there ma, planetarium and laserium; a science museum; What’s true here, isn’t necessarily true there. a garden; and an open-air oceanographic park. That’s what M. Pamela Ballinger, CMP, underscores “Traditionally, events held at international meet- when discoursing about international events. ings are designed to incorporate the culture of the Ballinger, the vice president of meetings at Mount city and, in Valencia, this cultural attraction was Laurel, NJ-based Association Headquarters, re- selected, complete with a fireworks program that minds planners to heed time zones: “It is the re- was displayed over the water,” Ballinger states. sponsibility on our end to make adjustments for Even though everything for Ballinger’s four-day planning calls, not theirs. ‘I’ll call you at 11 a.m.’ event in Spain went off as beautifully as the sun means their time, not ours. setting over its Mediterranean landscape, she cau- “Other differences include collecting and trans- tions planners to work closely with the local orga- mitting funds for registration and expenses, and nizers and make a strong effort to understand the remembering that, above all, it is the practice culture of the location. overseas for a third party to handle housing as “The first thing is to reach out to your conven- compared to attendees reserving rooms directly tion manager and hotel convention people to with the hotels or online.” determine if there is risk of any kind,” she says. In addition, Ballinger urges planners to thor- “If this is determined before the meeting, con- oughly research the costs of all items. “There are sideration to delay or cancel the meeting should centers in Europe where they can charge you for be discussed. However, if this happens while the M. Pamela Ballinger, CMP wastebaskets, lecterns and other items we tradi- meeting is taking place, a meeting with local au- Vice President of Meetings tionally do not pay for here,” she says. thorities would need to be set up. The possibility Association Headquarters Ballinger manages four associations that hold of increased security and transportation of at- Mount Laurel, NJ meetings overseas including the International tendees between the hotels and convention cen- Liver Transplantation Society. ter would need to be added.” “Whenever you hold a One of its most recent meetings meeting in Europe...you was held in June in Valencia, Final Thoughts Spain. The group, which meets After all votes are cast, however, it’s “thumbs up” need to use a convention in Europe every third year, host- for association meetings in foreign lands. KCA’s center because, unlike ed 1,200 attendees at the con- Elsberry reminds fellow planners to do their re- in the U.S., most hotels vention center and a handful of search and find a contact in the country whom area hotels. you can go to for assistance. She often chooses a do not have enough “Whenever you hold a meet- DMO, and also seeks out a local board or commit- meeting space to support ing in Europe, usually there is tee member in that location to be her go-to person. even small exhibits, attendance of more than 500 Association Headquarters’ Ballinger adds, poster presentations people, and you need to use a “Most of all, remember that the convention center convention center because, un- manager is the most important contact you’ll have, and sessions.” like in the U.S., most hotels do as well as the hotel convention services manager.” not have enough meeting space to support even And ILN’s Griffiths finds that local event planners small exhibits, poster presentations and sessions,” normally keep things running smoothly and have of- says Ballinger. “Also, in these cities you end up ten made her working life so much easier. AC&F
26 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com Destination Report
“It’s really just the whole atmosphere of the town,” “(Las Vegas) offers an says Myers. “It lends itself to an upbeat mood that’s experience and overall good for doing business. And doing business is a very important part of our meetings.” ambience like few other Phelps Hope, vice president, meetings and expo- destinations in the world. sitions at Kellen Meetings, a branded service divi- And the overall cost of sion of Kellen Company in Atlanta, has been plan- doing business in Las Las Vegas ning Las Vegas meetings for 30 years. Therefore, Chris Brown it’s no surprise to him that the destination is more Vegas is favorable to both Vice President, Conventions and More Popular Than Ever popular than ever among his association peers. attendees and exhibitors.” Business Operations By John Buchanan overall cost of doing business in Las Vegas is favor- “Everybody has always wanted to go to Las Vegas,” National Association of Broadcasters able to both attendees and exhibitors.” Hope says. “It’s an exciting city. It’s not like any other Washington, DC fter struggling as badly as any lesser desti- Another often-cited benefit of Las Vegas as a downtown that you will find in an American city. nation during the recession and meeting destination is that it typically bumps attendance It’s an amusement park for adults.” industry downturn of late 2008 through up by as much as 20–30 percent. “Historically, if More important, however, he notes, is the well- nally recognized the value of their business. “That Amid-2010, Las Vegas is back with a vengeance. you look at our attendance over the last 20 years, established fact that Las Vegas usually increases business is no longer just perceived as low-priced This newfound popularity is due in part to a whole Las Vegas is one of the destinations that gener- attendance — and often establishes new records. or filler business,” Hope says. “It’s now seen as good, new wave of association business it never saw before, ates the highest attendance,” says James Goodman, Stephanie Arone, DMCP, president and general viable dollar-and-cent business.” simply because the city was perpetually “booked up” managing vice president, conference and meeting manager of local destination management compa- Michael Gasta, chief operating officer at Las with A-list corporate business and brand-name city- services at the American Dental Association in ny Activity Planners, cites the same historic reality. Vegas-based AWG Destination Management wide association groups such as the Washington, DC- Chicago. Its Las Vegas annual meeting in October “Statistics don’t lie,” Arone says. “Las Vegas is going Company, has been a local hotelier, independent At the 2011 NAB Show, held based National Association of Broadcasters (NAB). drew 29,000 attendees. to drive your attendance by up to 15 percent. It’s meeting planner and DMC executive for 36 years. in April at the Las Vegas A primary reason why Las Vegas has been all the “But,” Goodman says, “we also look first for fa- going to increase your international attendance by He agrees that incremental business, during the Convention Center, the rage with association meeting planners is that “it cilities, because we have a very large trade show up to 30 percent. So if you’re really looking to grow worst of the downturn and since, has been a ma- second annual “War on the Floor” featured exuberant offers an experience and overall ambience like few as well as over 260 continuing education courses. your meetings, Las Vegas is a winning destination.” jor factor in the city’s return to relative health and teams from Drake other destinations in the world,” says Chris Brown, And we also have a large number of delegates. Then well-being. But that new business was built on a University and Frostburg NAB’s vice president, conventions and business op- we look at what there is to do in the destination, New fans reputation Las Vegas already enjoyed for deliver- State University who shot, produced and edited their erations. NAB’s long-running annual show draws especially in the evening. And Las Vegas offers As a result of the recession — which caused an ing exceptional bottom-line value. own video packages. 90,000 attendees from all over the world. “And the something for everybody.” unprecedented slump in Las Vegas meetings of all “With this three-year dip we’re just coming out Goodman also likes the airlift into Las Vegas, sorts — many new associations, most of them small- of, association planners have been able to take which makes it convenient from virtually anywhere er and less well-known than their marquee-name advantage of value through the recovery period,” on earth. “We only have about 10 percent interna- counterparts such as NAB, tried Las Vegas and Gasta says. And as a result of getting good rates tional attendance,” Goodman says, “but because of loved it. That simple fact has not only helped the and creative value-added packages, those planners the airlift people from all over the world can usually city begin to recover from the meltdown. It has also have now become bona fide fans of the destination. get there with one connection.” opened up an ever-growing list of new customers. In turn, that new popularity has generated The convenience of getting to Las Vegas is also a “The benefit for the association meetings mar- many association meetings on short booking key benefit cited by Ed Myers, chairman of the Tri- ket of the slump was that Las Vegas opened its windows that would have been almost unheard State Home Furnishings Association in Ambler, PA. doors a little more to some lower room rates and of before the recession. “For some association For the last seven years, Myers has held major meet- reduced the room to meeting space ratios, which meetings that require as many as 3,000 rooms, ings twice a year at the 2,992-room Monte Carlo meant they were more amenable to negotiating the booking window can now be as short as a Resort & Casino. with midrange associations that traditionally had year and a half,” Gasta says. For small meetings, “The No. 1 reason why Las Vegas is such a suc- a tough time getting into Las Vegas,” says Hope. the booking windows are now often measured in cessful and popular destination for us is the ability “Those include meetings that might only have 300 months or even weeks. it gives attendees and hosts to entertain clients and or 400 rooms on peak, but still need a lot of meet- And going forward, Gasta says, such short-term pursue new business,” says Myers, whose member- ing space because they do a lot of breakouts.” meetings will continue to enjoy real value if plan- ship is primarily manufacturer’s representatives In turn, Hope says, those planners learned that ners can be a little flexible. “As long as they can be a who want more exposure to furniture retailers. Las Vegas does indeed significantly increase atten- little flexible in their dates and possibly even their Those two groups get together twice a year under dance for a meeting, which brings them into the booking pattern (for the week), they’re going to get the auspices of a major furniture show at the World fold of repeat customers. what they want much more easily than they did Market Center Las Vegas. And at the same time, Las Vegas suppliers fi- before the recession three years ago,” he says. Photo courtesy of NAB
28 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 29 “As long as they can be a Eco-Rating program, the largest international eval- an exclusive boutique hotel within the hotel, de- and function space, including a 7,000-sf ballroom little flexible in their dates uator of sustainable hotel operations. livering rare privacy via a VIP celebrity-style en- that can be configured into four individual meet- and possibly even their Another modern meeting landmark is the trance. Monte Carlo, too, offers a full-service spa, ing rooms, plus 10 multifunction meeting rooms. huge complex that includes the 4,027-room The which has become an almost universal amenity at The facilities feature high-speed Internet access, booking pattern (for the Venetian Resort Hotel Casino and 3,066-room The Las Vegas hotels. video conferencing capabilities and onsite audio- week), they’re going to get Palazzo Las Vegas — which share the state-of-the art Tri-State Home Furnishings Association’s Myers visual services. what they want much more 2.25-million-sf Sands Expo and Convention Center. has been a loyal Monte Carlo customer for 14 meet- Despite such an illustrious list of standout Michael Gasta easily than they did before For after-hours entertainment, The Palazzo offers ings over the last seven years. “The staff is Chief Operating Officer Tao, one of the city’s most wildly popular nightclubs second to none,” he says. “They have gone AWG Destination Management the recession three years ago.” (and offsite venues), and the smash Broadway show above and beyond for me and just made it Las Vegas, NV “Jersey Boys.” so easy that I don’t even think about try- In October, the Sands Expo and Convention ing any other hotels. The service at Monte SET FOR Center hosted the first-ever IMEX America show Carlo is that good. And it’s all thanks to the Even better, perhaps, is the fact that hoteliers and — taking its already stellar reputation in the industry group sales department and the consistent SUCCESS other major suppliers are not being as aggressive in up a notch. delivery of excellent meeting services.” It’s the little things that add up to a great their pricing as they are with corporate groups in Another relatively new property is the intimate, Planners looking for something differ- meeting. From inspiring spaces and healthful an attempt to finally generate maximum cash flow 390-room M Resort Spa and Casino, which bills ent often opt for the 2,163-room South from every meeting. Because smaller association itself as a “four-star boutique resort,” with 60,000 sf Point Hotel, Casino & Spa, which features menus to thoughtful attention to details, meetings now represent a legitimate new niche, of meeting space. It combines striking contempo- 150,000 sf of meeting space housed in a we’ll set you up for clear-thinking productivity. planners have surprisingly strong leverage. And rary architecture with highly personalized service. South Point Conference Center and exhib- FOR MORE INFORMATION OR TO sellers finally comprehend that the typical associa- M Resort features the 100,000-sf Villagio Del Sole it/banquet complex. As unique, fun ame- MAKE A RESERVATION, PLEASE VISIT tion planner is on a much tighter and more strained events piazza, which includes a built-in stage and a nities, the hotel offers a 16-screen Cineplex WESTIN.COM/LASVEGAS OR CALL 702-836-5900 budget than a typical corporate planner. capacity of 4,000. showing the latest movies; a modern, 64- All of that said, then, 2011 has been the year that At the same time that new properties bring lane bowling center; and a state-of-the-art less well known and smaller associations discov- new choice, major legacy properties hold their arena/equestrian center facility. Its spa is ered one of the country’s premier destinations. own based on their well-defined niches in a the stylish Spa Costa Del Sur. And in doing so, they discovered an almost un- broad market. Another option for something truly equaled array of buying options. One of the most time-honored is the 3,044-room singular is the 2,024-room New York- The Mirage, which delivers its first blast of wow fac- New York Hotel & Casino, with 21,500 sf A huge shopping list tor upon arrival with its impressive volcano. Its of meeting space. The hotel lovingly and Planners using Las Vegas for the first time are 90,000-sf Mirage Events Center features ballrooms accurately re-creates the world-famous often surprised by the extraordinary range of hotel of 10,000 sf, 20,000 sf and 60,000 sf. The hotel’s Manhattan skyline with a dozen mini- product in its 150,000-room inventory. unique venues include Jet Nightclub and Revolution skyscrapers. Appropriately, guest rooms Among its newest and most acclaimed prop- Lounge. Special attractions include Dolphin Habitat. offer breathtaking views of the fabled erties is the 4,004-room Aria Resort & Casino, Not far away is sister MGM Resorts International Strip. Its flagship entertainment offering located within the CityCenter property MGM Grand Las Vegas — one of the city’s is Cirque du Soleil’s long-running and complex that redefined the fa- most famous landmarks. With 5,034 rooms and very popular Zumanity. “Historically, if you look at mous Strip upon its late 2009 602,000 sf of meeting and exhibit space, MGM Located just a block off The Strip, The our attendance over the debut with its breathtaking ar- Grand served as co-headquarters hotel, along with Westin Casuarina Las Vegas Hotel, Casino last 20 years, Las Vegas is chitecture and almost endless sister property Mandalay Bay, for ADA annual & Spa positions itself as “a calm sanctuary list of amenities, including a meetings in 2006 and again this year. “The two prop- amidst the bustle of Las Vegas.” Although one of the destinations world-class art collection. Aria erties did a wonderful job for us five years ago, so its 826 rooms would make it a fairly large that generates the features a full-service luxury we went back,” says Goodman. “Our attendees and hotel in any other city, in Las Vegas that highest attendance.” spa and 300,000 sf of top-notch exhibitors were very happy with the service they re- qualifies as relative intimacy for small meeting space. It’s also home to ceived. MGM Resorts has been absolutely phenom- and medium-sized groups. The Westin Cirque du Soleil’s hot new show, enal to work with.” Casuarina is also known for pampering its James Goodman a tribute to Elvis. The hotel has Yet another time-tested landmark property is meeting hosts and attendees, whether than ©2011 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved. Managing Vice President, Conference and Meeting Services also achieved coveted LEED the 2,992-room, AAA Four Diamond Monte Carlo means exemplary, personalized service or SPG, Preferred Guest, Westin and their logos are the trademarks of Starwood Hotels & Resorts Worldwide, Inc., or its affiliates. American Dental Association, Chicago, IL Gold certification and 5 Green Las Vegas Resort & Casino, with 30,000 sf of meet- Westin’s signature 10-layer Heavenly Bed. Key status from the Green Key ing space. The Monte Carlo also boasts HOTEL32, The hotel offers 20,000 sf of meeting
30 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com TheMeetingMagazines.com Association Conventions & Facilities OCTOBER / NOVEMBER 2011 31 11-0058P Association Convention & Fac:Layout 1 2/16/11 1:05 PM Page 1
“The benefit for the association
meetings market of the slump million-dollar renovation of 2,885-room Treasure was that Las Vegas opened Island, with 18,000 sf of meeting space. its doors a little more to some After halting construction during the recession, lower room rates and reduced Caesars Palace will open its much-anticipated new Octavius Tower in January 2012, featuring 665 the room to meeting space rooms and 17 suites. Nobu, the super-upscale su- ratios, which meant they were shi restaurant brand created by Nobu Matsuhisa Phelps Hope more amenable to negotiating and Robert De Niro, is developing the world’s first Nobu boutique hotel in a tower at Caesars, Vice President, Meetings and Expositions with midrange associations Kellen Company just as Four Seasons pioneered the hotel-within- Atlanta, GA that traditionally had a tough a-hotel concept with four floors of Mandalay Bay. time getting into Las Vegas.” The new Nobu Hotel, Restaurant and Lounge will MeansBusiness...ItMeansFunToo make its highly anticipated debut next summer. The 2,444-room Stratosphere Las Vegas has properties, each with its own unique merits completed a $20 million renovation. The 2,526- for the right group, there are two adjacent sis- room Harrah’s Las Vegas has completed a renova- ter properties that virtually define the best Las tion of its 25,000 sf of meeting space. The 2,814- t’s all about knowing the importance Vegas has to offer — the 2,716-room Wynn Las room Bally’s Las Vegas has remodeled its Grand Vegas and the 2,034-room Encore at Wynn Las Ballroom and Event Center. of great customer service, the finest Vegas. Together, the properties combine sophis- One of the more talked-about renovations has ticated comfort, the latest in technology and a list been the creative redevelopment of the historic food at affordable pricing and a clean, of blue-chip amenities that would impress any Tropicana, one of the few remaining architectural I meeting planner. icons of Las Vegas. The hotel’s new owners have pleasant environment. Our goal is to When it comes to top entertainment, Wynn completed a $125 million facelift that has restored and Encore again vie consistently for the title of the property to its past glory. supply all “the tools” to help make your greatest show in town. Le Reve, Wynn’s flagship Now, the landmark, 2,072-room Riviera Hotel presentation, rivals Cirque du Soleil as the most & Casino — another of the remaining symbols of planned event a complete success. spectacular “spectacular” in town. And recently, the city — is undergoing a major renovation. Wynn has added a new long-running show from The 3,933-room Bellagio — another crown jew- Garth Brooks. For after-dinner socializing, night- el property — is currently in the final stages of a $70 clubs XS and Surrender are as good as it gets. million renovation of its 2,568 resort rooms in the N 500 sq. ft. Standard Deluxe Guest Rooms And always working to improve upon its al- main tower, which will be completed in December. Loaded with Amenities ready stellar reputation among meeting planners Caesars Entertainment, which operates and attendees, Wynn will complete a $499 mil- Caesars Palace and other highly regarded major N 75,000 sq. ft. Conference Meeting Space lion renovation this year. meeting hotels including Paris Las Vegas and Rio, is now developing a project that city officials say N 80,000 sq. ft. Column Free Exhibit Hall New and renovated will redefine the Las Vegas Strip yet again — the N As the meeting industry began to recover last $550 million, 200,000-sf Linq retail, dining and 4,500 Seat Arena year, a number of Las Vegas properties launched entertainment complex, which will take shape N 9 Restaurants & 7 Bar/Lounges aggressive renovations in order to be fully com- across the street from Caesars Palace and open petitive, in a very competitive market, once busi- in 2013. N Spa Costa Del Sur & Fitness Center ness got back to normal. Meanwhile, often overlooked downtown Las Last February, Dolce Hotels unveiled the Vegas is also undergoing a rejuvenation. The N Beautifully Landscaped Pool 349-room Ravella at Lake Las Vegas, located 17 40-year-old, 1,037-room Plaza Hotel & Casino, N 64-Lane Bowling Center miles from The Strip on the site of the former with 25,000 sf of meeting space, recently re- Ritz-Carlton, Lake Las Vegas. Meanwhile, Aston opened to much fanfare after a $35 million reno- N 16 Movie Theaters Hotels & Resorts has taken over the 347-room, vation. Also, the longest continuously running all-suite MonteLago Village Resort at Lake Las downtown hotel-casino in Las Vegas, the 297- Vegas, with 10,000 sf of meeting space. room El Cortez Hotel & Casino, has completed You’ll Find That “Extra Mile” Type of Service Here at the South Point New owner K Hotels has completed a multi- its own $30 million renovation. AC&F
Visit www.SouthPointMeetings.com N Email [email protected] N Call (702)797-8050
32 OCTOBER / NOVEMBER 2011 Association Conventions & Facilities TheMeetingMagazines.com Career Track Free Information Direct Connect An up-to-date listing of important contact information for leading hotels, resorts, conference centers and CVBs. David Townshend was promoted to senior vice president, global sales for Marriott ADVERTISER PH # WEB ADDRESS CONTACT E-MAIL ADDRESS International. He most recently served as Anaheim/Orange County Visitor & Convention Bureau 714-765-8888 www.anaheimoc.org/meetings Mindy Abel [email protected] senior vice president, corporate and in- ARIA Resort & Casino 866-718-2489 www.arialasvegas.com Tony Yousfi [email protected] ternational sales, where he was respon- Borgata Hotel Casino & Spa 609-317-7729 www.theborgata.com Group Sales [email protected] sible for Marriott’s top global corporate and national association accounts, as The Broadmoor 719-577-5777 www.broadmoor.com John Rovie [email protected] well as the international sales offices. Greater Miami Convention & Visitors Bureau 800-933-8448 www.miamimeetings.com Ileana Castillo [email protected] Greensboro Area 800-344-2282 www.visitgreensboronc.com Ava Pope [email protected] The Oklahoma City Convention & Visitors Convention & Visitors Bureau Bureau has named Robin O’Connor as assis- Hilton Orlando 407-313-4300 www.thehiltonorlando.com William McKay [email protected] tant director of sales. She was manager Inn of the Mountain Gods Resort & Casino 800-545-6040 www.innofthemountaingods.com Jo Kazhe [email protected] of global accounts with HelmsBriscoe. Churchill O’Connor Callahan Jack Fiala's Corporate Sidekicks 877-856-1160 www.corporatesidekicks.com Jack Fiala [email protected] Loews Hotels at Universal Orlando 888-322-5531 www.uomeetingsandevents.com Group Sales [email protected] Michael Snapkoski was named director Joan Esneault was named director of sales Gene T. Hare was named director of sales, of sales and marketing for Lansdowne and marketing for the New Orleans event sales center for the Hiltons of Long Beach Convention & Visitors Bureau 800-452-7829 www.visitlongbeach.com Iris Himert [email protected] Resort Leesburg, VA. He was vice presi- Marriott, New Orleans, LA. She was vice Chicago Complex. His most recent as- MGM Grand Las Vegas 800-929-1112 www.mgmgrand.com Ruth Leis [email protected] dent of sales and marketing for Gaylord president of resort sales at Foxwoods signment was as director of sales and The Naples Beach Hotel & Golf Club 800-866-1946 www.naplesbeachhotel.com Group Sales [email protected] National Resort and Convention Center, Resort Casino and MGM Grand marketing of Oak Brook Hotels & Resorts, New Orleans Ernest N. Morial Convention Center 504-582-3023 www.mccno.com Keith Levey [email protected] National Harbor, MD. Foxwoods in Mashantucket, CT. St. Charles, IL. Oklahoma City Convention and Visitors Bureau 405-297-8912 www.visitokc.com Elizabeth Richardson [email protected] www.omnihotels.com/findahotel/orlan- Bryan Churchill was named vice president Wade Thompson was named director Brittany Callahan has joined the Tampa Omni Orlando Resort at ChampionsGate 407-238-6526 Group Sales [email protected] dochampionsgate/meetingfacilities.aspx of hotel sales at LA INC. The Los Angeles of sales and marketing for the new Bay & Company convention sales team Convention and Visitors Bureau. He was Embassy Suites St. Louis Downtown, St. as national sales manager. She is re- Palm Beach County Convention & Visitors Bureau 561-329-3753 www.palmbeachfl.com Donna Del Gallo [email protected] previously with Marriott International Louis, MO. He was director of sales and sponsible for federal government, social, Ponte Vedra Inn & Club 800-234-7842 www.pontevedra.com Tony Fitzjohn [email protected] where he was area sales leader. marketing for The Westin St. Louis. hobby, educational and fraternal groups. Reunion Resort & Club 407-396-3183 www.reunionresort.com Linda Scott [email protected]
U.S. Postal Service She was sales manager for The Westin Rosen Centre Hotel 407-996-9939 www.rosencentre.com Todd Frappier [email protected] Statement of Ownership, Management and Circulation Tampa Harbour Island. 1. Publication Title: Association Conventions & Facilities Rosen Plaza Hotel 407-996-9939 www.rosenplaza.com Victoria Hall [email protected] 2. Publication Number: 003500 3. Filing Date: September 22, 2011 Rosen Shingle Creek 407-996-9939 www.rosenshinglecreek.com Leslie Menichini [email protected] 4. Issue Frequency: Bi-Monthly Paul Pelican was named director of sales 5. Number of Issues Published Annually: 6 6. Annual Subscription Price: $60.00 for The Westin Westminster, Westminster, Royal Caribbean International 800 762-0458 www.royalcaribbeanincentives.com Lori Cassidy [email protected] 7. Complete Mailing Address of Known Offi ce of Publication: 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 Contact Person: Harvey Grotsky Telephone: 561-989-0600 ext. 106 CO. He was director of sales at the Santa Fe Convention & Visitors Bureau 505-955-6210 www.santafe.org Mary Pat Kloenne [email protected] 8. Complete Mailing Address or General Business Offi ce of Publisher: 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 9. Full Names and Mailing Addresses of Publisher, Editor and Managing Editor: Sheraton Denver Downtown. AC&F Publisher: Harvey Grotsky, Coastal Communications Corporation, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 Seminole Hard Rock Hotel & Casino 954-797-5502 www.seminolehardrock.com Mark P. Tascione [email protected] Editor: Susan Fell, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 Managing Editor: Susan Gregg, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 South Point Hotel, Casino & Spa 702-797-8050 www.southpointmeetings.com Maureen Robinson [email protected] 10. Owner: Coastal Communications Corporation, 2700 North Military Trail, Suite 120, Boca Raton, FL 33431-6394 11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, SSOCIATION Station Casinos 702-495-4247 www.stationcasinos.com Michael Toney [email protected] or Other Securities: None CONVENTIONS & FACILITIES 12. Tax Status: Has Not Changed During Preceding 12 Months A 13. Publication Title: Association Conventions & Facilities ADVERTISER Page Talking Stick Resort 480-850-7777 www.talkingstickresort.com Group Sales [email protected] 14. Issue Date for Circulation Data Below: September 2011 15. Extent and Nature of Circulation: Request Anaheim/Orange County Turkish Culture and Tourist Office in New York 877-For-Turkey www.goturkey.com Group Sales [email protected] Average Number Copies Each Number Copies of Single Issue Visitor & Convention Bureau COV II Issue During Preceding 12 months Published Nearest to Filing Date Universal Orlando Resort 888-322-5531 www.uomeetingsandevents.com Group Sales [email protected] a. Total Number of Copies (net press run) 21,505 21,480 Greensboro Area b1. Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541 11,380 11,506 b2. In-County Paid/Requested Mail Subscriptions stated on PS Form 3541 0 0 Convention & Visitors Bureau 17 The Venetian Resort Hotel Casino 702-414-4202 www.venetianpalazzomeetings.com Chandra Allison [email protected] b3. Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other 0 0 New Orleans Paid or Requested Distribution Outside USPS® Virginia Beach Convention & Visitors Bureau 800-700-7702 www.vbmeetings.com Al Hutchinson [email protected] Requested Distribution Requested Legitimate Paid and/or and/or Paid Legitimate b4. Requested Copies Distributed by Other Mail Classes Through the USPS® 0 0 Ernest N. Morial Convention Center 5 c. Total Paid and/or Requested Circulation (Sum of 15b (1), (2), (3), and (4)) 11,380 11,506 South Point Hotel, Casino & Spa 33 Walt Disney World Resort 321-939-7112 www.disneymeetings.com Anne Hamilton [email protected] d1. Outside County Nonrequested Copies Stated on PS Form 3541 9,742 9,588 d2. In-County Nonrequested Copies Stated on PS Form 3541 0 0 Turkish Culture and Tourist Office in New York 27 Washington Hilton 202-328-2080 www.hiltonsofdc.com Group Sales [email protected] d3. Nonrequested Copies Distributed Through the USPS by Other Classes of Mail 0 0 Distribution Nonrequested Nonrequested The Westin Casuarina Las Vegas d4. Nonrequested Copies Distributed Outside the Mail 0 0 e. Total Nonrequested Distribution (Sum of 15d (1), (2), (3), and (4)) 9,742 9,588 Hotel, Casino & Spa 31 The Westin Casuarina Las Vegas Hotel, Casino & Spa 702-836-5934 www.westin.com/lasvegas Sandra Horvath [email protected] f. Total Distribution (Sum of 15c and e) 21,122 21,094 Wynn/Encore COV IV g. Copies not Distributed 383 386 The Westin La Cantera Resort 210-558-2229 www.westinlacantera.com Group Sales [email protected] h. Total (Sum of 15f and g) 21,505 21,480 i. Percent Paid and/or Requested Circulation (15c divided by f times 100) 53.9% 54.5% Visit www.themeetingmagazines.com Wild Horse Pass Hotel & Casino 520-796-4923 www.wingilariver.com Denise Heintz [email protected] 16. Publication of Statement of Ownership for a Requester Publication is required and will be printed in the Oct./Nov. 2011 issue of this publication. for more information on our advertisers. 17. Signature and Title of Editor, Publisher, Business Manager, or owner (Signed): Harvey Grotsky, President & CEO Date: 09/22/11 Wynn/Encore 888-320-7117 www.wynnmeetings.com Steve Blanner [email protected]
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