Table of Experts

ADVERTISING SUPPLEMENT TABLE OF EXPERTS

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

CAMERON SCHOEFFEL JULIA ROW JENNY NIXON

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

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

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

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

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

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

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

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

CONTINUED FROM PREVIOUS PAGE selves on. We’re into building different Otherwise, you can negatively affect the you are hosting a group. We are thrilled ing baseball on the field where the play- This $380 million experiences. public because-- they’re the taxpayer. So to be providing an additional opportunity ers play. You can have a business meeting fingertips and we are really constant- that’s why in the summer, it’s very dif- for fans with our gameday Speaker Series and then have a breakfast in the bullpen. (CityArchRiver) project is ly requesting and analyzing data on Brian Hall: The only limiting factor is ficult to host an event in the Arch itself events. We also do all sorts of social and We take tables out there and you can have one of the biggest public/ all fronts. Who’s coming through the your imagination. because it’s open to the public from 8am corporate events on non-gamedays. We breakfast with your team in the bullpen. turnstiles on what days? Where is our - 10pm. But with all this new, expanded offer a wide variety of options for both. On Maybe you’ll have a corporate event and private partnerships in the web traffic coming from? How are we R WHATDo a ELSE Full ISPage GOING Union ON Station AT THE pickinggreen up space,our meeting including focused Kiener onePlaza with and Grandthe corporate Hall, Grand side, Hallyou can rooms, have aMidway. business decide to add on another amenity, like I nation going on right now. engaging with people, and how do we ARCH AND BUSCH STADIUM? the North Gateway, we’ve got all these meeting at Busch Stadium. You can have a was talking about, batting in the cages or do that in a meaningful way? As we learn Then another Full page that is just newtrains venue with opportunities. Cameron’s contact info on itplanning and our meeting Rail Events there logo. or team building pitching in the bullpen. And then there JENNY NIXON, more about our fans we want to learn Jenny Nixon: This $380 million proj- activities. And those can be all over the are quite a few social options that we have. Bi-State Development how to provide an enhanced experience ect isThis one isof our the launch biggest for public/private the major marketing Julia Row: push We on host rail events.a limited number ballpark including the Conference Center, People have weddings at home plate. We for them on game days. And there are partnerships going on in the nation right of pre-game events in the ballpark on the clubs and the concourse. They can be also have a significant amount of proms a lot of people in different departments now. There are partners called the Alli- gameday for those who have tickets to the on the field if you want to have a fanta- within the St. Louis Cardinals organiza- ance.For They the include ad copy Bi-State in next Developweek’s issue.- game. You That have is 2 a(7.625” wonderful wide opportunity x 10.25”tall) if adssy batting that will practice. be in thisYou’re section. actually play- CONTINUED ON NEXT PAGE tion that are focused on the fan expe- ment, the National Park Service, Cit- rience at game days. What new food yArchRiver, a huge private fundraiser, items are there? What new experienc- Great Rivers Greenway, St. Louis City es are there for pregame? There are a and Jefferson National Parks Associ- lot of departments that are focused on ation. Early on, MoDOT did a lot of game-day experiences and enhancing improvements. So one of the first things that fan experience each time the game is played at Busch Stadium. My team is Make It really focused on how to enhance the experience on a non-game day. So our clients come in and they might be able to Grandiose! have a dinner on the field. For someone who wants to host a business meeting, we allow them to have batting practice in the cages, or they can have a pitching Host a spectacular event Hit the rails for your next private event – session in the bullpen. perfect for meetings, retreats, events, conventions, and more. Mike Konzen: I love these aspiration- in our fully renovated, There’s a car suited for every occasion and we will curate an experience thatal is experiences sure to wow like guests. what you’re talking about, including all the train experienc- historically elegant train es. Even if you don’t participate in them, I think people love knowing that they’re station! The award winning there, and that someday on a special occasion they might be able to enjoy that. property offers over Cameron Schoeffel: I’ll never pass up an opportunity to show people the 100,000 square feet of space, trains. They are so different from other settings that you would typically find at 30,000 square feet of or within a hotel property. The possibil- ities are endless on these cars, wheth- convention space with Take Your Guests er it’s for a birthday party, an anniversary or something like that. There’s always Whether it’s a private event natural lighting and the for a Ride and an opportunity somewhere. I’ve noticed that there seems to be a certain stigma for an organization, a magnificent Grand Hall with enjoy the charm or misconception behind trains that public event such as Polar they may be old, out of date, or some- of Train Travel. what boring. However as I think you Express or Peanuts Express, nightly 3D Light Shows. would all agree after seeing them today, we’ve got a lot of fun things they are so much more than what people Train travel is back at might expect. You notice that the second on the horizon. they walk in the door, the expressions of St. Louis Union Station! CAMERON SCHOEFFEL, their faces speak volumes about what we Lodging Hospitality Management A rail excursion is the perfect have here.

unique experience for Julia Row: Brian was talking about that you saw completed was a MoDOT EXCURSIONSEXCURSIONS these common misconceptions earlier. project. And that was the Park Over the EXCURSIONSoff-site receptions, parties, EXCURSIONS I know that you have them and I know Highway - the lid over the depressed that we do as well. And I think that lanes of 44 downtown. They’ve already meetings and events. some of the common misconceptions opened Luther Ely Smith Square, locat- landmarkeventstl.com that some of us have is, “There’s noth- ed between the Arch and the Old Court- lanTheredmarkev’s a carent suitedstl.com ing special for me” or, “There’s nothing house- and that’s where we’ll hold the 1820 Market Street that’s within my price range.” All of us celebration this year for the 100th anni- for every occasion St. Louis, Missouri Cameron Schoeffel can be flexible and make something cus- versary of the National Park Service. So Cameronso Wow your Schoeffel guests tomizable for a varied budget. that’s one venue. The Visitor’s Center is 314.421.6655 314.802.3165 going to have a mezzanine area that can stlunionstationhotel.com 314.802.3165 with an exciting Cameron Schoeffel: I think that’s a seat 200 people-that’s a brand new ven- [email protected] [email protected] on the rails. challenge, but I look at it as a positive ue for the Gateway Arch. You’ll have the one. Whether it’s the rail cars, 360 at old Visitor’s Center, now called the tram Hilton Ballpark or Westport Plaza we’re lobby. And that can hold up to 800 peo- Four Diamond able to provide our guests with that ple for events. One of the caveats to hav- Award 1820 Market Street • St. Louis, MO 63103 special setting. I think that’s one of the ing the Arch as a venue is you only can 1820 Market Street • St. Louis, MO 63103 things that we here at LHM pride our- hold them during the nonpublic hours. 28 ST. LOUIS BUSINESS JOURNAL TABLE OF EXPERTS

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