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Growing Pains How to Manage the Complexities and Challenges of Citywides 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 EDHAR/www.Shutterstock.com PAGE 12 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’sPage Features “front line staff ” 18 takes on a whole new 6 News&Notes 12 GrowingPains How to Manage the Complexities definition in Anaheim. and Challenges of Citywides 34 CareerTrack By Mickey Murphy Here, we’re ALL 35 DirectConnect 18 IntegratedEventMarketing 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 InternationalMeetings 22 Extraordinary Experiences in 8 EventInnovation 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 SuccessfulTechStrategies 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 LasVegas 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 in this 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 AssociationConventions&Facilities OCTOBER / NOVEMBER 2011 3 Publisher’s Page AreYouReady? 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 AssociationConventions&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
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