Seattle Supplement - September 2007

Seattle Rising To New Heights For Meetings And Incentives
Natural Beauty Combines With Innovative Urban Appeal
By John Buchanan

Planners who are prospecting for spectacular corporate meeting and incentive destinations can stake a claim in Seattle, the cultural and environmental jewel of the Pacific Northwest — the perfect setting for the perfect meeting. Given the enthusiasm from planners who experience the destination, Seattle’s Convention

The 1,258-room, AAA Four Diamond Sheraton Seattle Hotel recently completed a $130 renovation that added a new 25-story, 420-room Union Street Tower and an additional 12,000 square feet of meeting space for a grand total of 75,000 square feet. Photo courtesy of Sheraton Seattle Hotel

and Visitors Bureau (SCVB) officials have committed themselves to establishing the city as a major year-round meeting destination.

“The first message we want to get out for planners who have not been to Seattle, is for them to know that we have as much, if not more, things to do and see and experience as they would find in any other major city, not only in North America, but throughout the world,” said SCVB President and CEO Don Welsh.

Tom Norwalk, SCVB’s senior vice president of sales added, “We’re definitely in the market for national meetings. The size of the meeting can be a qualifier, along with location, but we’re going after national meetings from corporate clients who are looking for a unique destination that offers a lot of services and activities.”

Welsh and Norwalk agree that the key to their sales proposition is a site inspection trip. To know Seattle, they say, is to love it.

Their effort to show off the city to a wider national audience will get a big boost early next year when the Professional Convention Management Association (PCMA) holds its Annual Meeting there January 13–16, bringing more than 3,000 meeting professionals to town. “We are extremely pleased to bring the PCMA Annual Meeting to Seattle for the first time,” PCMA President and CEO Deborah Sexton told Corporate & Incentive Travel. “Seattle was chosen based on its very attractive bid, and unique combination of natural beauty and innovative urban pulse. Those qualities make it an exceptional meeting destination that is sure to appeal to our attendees.” Sexton added that PCMA’s annual meeting typically generates $200 to $300 million in business for the host city over the ensuing 10 years.

When they arrive, PCMA attendees will find a medium-sized city with an outsized roster of capabilities.

The Washington State Convention & Trade Center’s distinctive arch spans an entire city block. The facility features more than 307,900 square feet of dedicated space. Photo by James F. Housel

These capabilities explain why some of America’s most progressive and important enterprises — Microsoft, Boeing, Starbucks, Amazon.com, Nordstrom’s — are headquartered there. Greater Seattle is now a globally acclaimed technology hub that rivals Silicon Valley for innovation. Partly as a result of those factors, and partly because Seattle is among the best-kept secrets in the meetings industry, it hosts nearly 50 small to mid-sized citywide conventions a year, including some of the most important worldwide events on the Microsoft calendar.

“Seattle absolutely stacks up against any other meeting destination in the country for mid-range-sized meetings,” said Jeff Singsaas, general manager of corporate events and Microsoft Studios at Microsoft, based in Redmond, WA, and a board member of the SCVB. His organization is responsible for as many as 150 top-tier Microsoft events around the world each year. “If you have a mid-sized event, I can’t think of a better place to do it, frankly.”

The SCVB is also working hard to dispel some popular myths about the city. Take the precipitation misperception, for example. In reality, Seattle’s rain-soaked reputation is all wet: Seattle experiences less annual precipitation than Boston, Miami or Houston. Another is the misperception of accessibility: Seattle-Tacoma International Airport provides non-stop flights from 71 U.S. and 16 international cities, and typical flight times from New York or Chicago are shorter than those to other major West Coast destinations. The airport is a convenient 20-minute drive from downtown hotels, which are an easy walk from each other, the world-class Washington State Convention & Trade Center and first-class meeting hotels.

In this eminently walkable city, the scenery alone is enough to knock your socks off, with soaring Mount Rainier and sparkling Puget Sound vying for attention. But its invigorating environs also includes outstanding local cuisine along with a sophisticated cultural center that ranks sixth in the top 25 arts cities in the country by readers of American Style magazine. 

User-Friendly City
Microsoft’s Singsaas is not alone in singing the praises of Seattle to fellow planners unfamiliar with its charms.

Vanya Carlson, event coordination manager at Medford, OR-based Lithia Motors, which operates 105 new and used car dealerships in 13 states, has used Seattle and the 417-room W Seattle, with 9,782 square feet of meeting space, for all of her national sales meetings since last year. By the end of this year, that will mean a dozen or more events, averaging 130 attendees, in two years. Why is Seattle so popular?

“We looked at average cost of airfare and flight times for our dealers to come in from 13 states,” Carlson said. “Downtown Seattle is important to us because we give one free night to our attendees. Seattle just

All 425 rooms at the Grand Hyatt Seattle offer views of Puget Sound and the surrounding mountains. The 25,000 square feet of meeting space includes a 5,671-square-foot ballroom plus 22 meeting rooms. Photo courtesy of Grand Hyatt Seattle

has a great downtown in terms of restaurants, shopping and activities. It’s a user-friendly city. I’ve also planned meetings in other cities, and in terms of transportation, Seattle is very easy. It’s a walkable city, it’s safe, and there’s a lot to do. So it was combination of those things, a whole package.”

Another devotee of Seattle is Steve Steinhagen, associate, meetings and conventions, at Astellas Pharma U.S. in Deerfield, IL. During his 61/2 years with the drug company, Steinhagen has used the 425-room Grand Hyatt Seattle, with 25,000 square feet of meeting space and 22 meeting rooms, for a half-dozen meetings. Situated in the heart of downtown, the Grand Hyatt Seattle is adjacent to the Washington State Convention & Trade Center and offers its guests breathtaking views of the city, waterfront and mountains. The hotel also claims the venerable Ruth’s Chris Steak House onsite.

Steinhagen hosted a five-day product-launch, sales and training meeting for 125 attendees at the Grand Hyatt Seattle last year. “Choosing Seattle, beyond the Grand Hyatt, has to do with the fact that it’s a city where you can do some fun things as a group,” said Steinhagen, who plans about 250 meetings a year across the U.S. “For a group like ours, the regional sales managers and some of the office people want to do a night where they can go out and have a nice meal as a group and informally meet with their teams. And Seattle offers a lot of good options and things to do. So we like to bring our meetings to a venue that is maybe something a little different, but still fun for attendees.”

Steinhagen also addressed one of Seattle’s persistent myths. “The thing about Seattle for us is that even though some people would consider it an inconvenient location, you can get there from anywhere,” he said. “And as we proved, even the people who come from Boston or Florida can still get there, and we can start the meeting at 4 p.m. for a brief opening session, then we can do an opening reception that evening. So it’s not like you have to use up an entire day to get people there.”

Just one breathtaking look is all it takes to fall in love with the spectacular city of Seattle. The Space Needle (foreground) offers attendees a 360-degree panoramic view of the skyline, Puget Sound and Mount Rainier, which rises 14,410 feet above the horizon. Photo courtesy of MichaelCraftPhotography.com © 2007

He added that a key factor that keeps bringing Astellas back is the Grand Hyatt Seattle. “It’s a beautiful place, and they do great work,” he said. “The service they have provided to our groups over the years has been tremendous, and we like their flexible, high-quality meeting space and capabilities.”

Yet another longtime fan of Seattle is Robert Bloom, manager of meetings and conventions at pharmaceutical company Abraxis Oncology in Bridgewater, NJ. After bringing meetings to Seattle for previous employers and traveling there for pleasure, Bloom hosted his first Abraxis meeting in June, a 21/2-day Western regional sales meeting for 80 attendees at the historic 450-room Fairmont Olympic Hotel, with 25,010 square feet of meeting and function space. The Fairmont, originally built in 1924 and featuring Italian Renaissance architecture, is the only AAA Five Diamond property in the Pacific Northwest, a designation it has held since 1984. The hotel is listed on the National Register of Historic Places and boasts a prime location in the heart of Seattle near Pike Place Market, the Seattle waterfront, the Space Needle, theaters, shops and countless restaurants. The landmark hotel offers ornate dining in The Georgian and pub-style ambience in Shuckers. Amenities include a health club, spa and indoor swimming pool. The Fairmont Olympic Hotel offers an Eco-Meet program that minimizes environmental impact of meetings and events by offering recycling, sustainable F&B options, energy-efficient lighting and HVAC system, and donation of partially used amenities and household goods to charities.

 “I happen to love Seattle,” said Bloom, who plans about 30 meetings a year. “It’s a great place to visit.

Most of the 358 guest rooms at The Seattle Marriott Waterfront overlook Elliott Bay, Mount Rainier and the Olympic Mountains. The hotel, which offers 11,354 square feet of meeting space, is home to celebrity Chef Todd English’s upscale Fish Club restaurant. Photo courtesy of Seattle Marriott Waterfront Seattle

People don’t realize until they go, what a beautiful and wonderful city it is. And once people go, they say, ‘Why didn’t I come here sooner?’”

For meeting planners, he said, Seattle offers a unique set of benefits. “It’s just a place that people always hear about, but never get to go to,” he said. “So if they get a chance to go there for a meeting, they actually look forward to it. Service to the airport is very good. The quality of hotels is very good — The Fairmont Olympic Hotel, The Westin Seattle, the Grand Hyatt Seattle, Sheraton Seattle Hotel, Seattle Marriott Waterfront. They’re all very well located within the city. The amount of activities, whether it’s for rest and relaxation or free time in the evenings to go out and explore the city at night, is very good. I feel very safe in the city. I would not be concerned for their safety if my wife or mother were out walking at 10 o’clock at night.”

For just such reasons, Seattle also earns accolades from first-time users.

“It’s a great destination,” said Arlene Alfano, meeting coordinator at Laurel, MD-based Remodelers Advantage, a consulting company that offers a peer networking community for owner-principals of remodeling businesses. In June, Alfano, who will plan about 50 meetings this year across the country, hosted a two-day workshop for 25 attendees at the 415-room Crowne Plaza Seattle, with 10,000 square feet of meeting space.

“It has a lot to offer. It has a lot of charm, a lot of activities to choose from. There are plenty of good hotels, too, including new ones. There are also interesting hotels that you don’t see in other cities. I loved it.” She 

The historic Fairmont Olympic Hotel, the only AAA Five Diamond property in the Pacific Northwest, offers an Eco-Meet program that incorporates “green” practices into meetings and events. Photo courtesy of Fairmont Hotels & Resorts

also praised the Crowne Plaza as a venue. “It was fantastic,” she said. The overall experience was so good, she said, that she expects to go back to Seattle for a future meeting.

Another first-time user who gave the city high marks is Theresa Miller, corporate events manager at Eden Prairie, MN-based Digital River Inc., a leading provider of e-commerce services that counts Microsoft as a customer. Last year, Miller hosted Digital River’s three-day Network Sales Summit for 300 attendees from all over the world, at the Grand Hyatt Seattle. During the meeting, the company staged its prestigious annual Internet Commerce Excellence (ICE) Awards at the iconic Space Needle. In a post-meeting survey, Seattle received rave reviews. “We got very positive feedback, from both our clients and our staff,” said Miller, who will plan 36 major meetings across the U.S. this year.

Another planner who was pleasantly surprised to discover Seattle is Cathy Garcia, vice president of tactical and merchandising at New York City-based GEM Group, a full-service marketing communications firm that represents major sports, entertainment and media clients.

In March, Garcia executed a four-day hybrid meeting and incentive program for 400 attendees for NBC Universal’s SciFi Network, tied to the TV season finale of “Battlestar Galactica,” at the 891-room Westin

Included in The Westin Seattle’s 38,000 square feet of meeting space is one of the largest ballrooms in the Northwest, the 18,030-square-foot Grand Ballroom. The hotel is just steps away from the Washington State Convention & Trade Center. Photo courtesy of The Westin Seattle

Seattle, which offers 38,000 square feet of meeting space and 22 meeting rooms. Talent from the show was housed at the W Seattle.

The Westin Seattle, just steps away from the Washington State Convention & Trade Center, boasts one of the largest ballrooms in the Northwest — the 18,030-square-foot Grand Ballroom — and “clean access” Internet connectivity for more than 1,000 computers. The Westin’s fabulous views of Lake Union, Puget Sound and the surrounding Cascade and Olympic mountain ranges make for a memorable stay that can include a taste of Northwest cuisine at the hotel’s Coldwater Bar and Grill.

Seattle was actually selected by NBC Universal based on the presence of a perfect venue for their event, the Science Fiction Museum and Hall of Fame developed by billionaire Microsoft co-founder Paul Allen. “Seattle was a perfect destination for this meeting because of its easy transportation,” Garcia said. “For some of the incentive winners, we didn’t know until a week or two before the event who was actually coming, so that made my job easier. Getting people in and out is quite easy. It’s also a small enough city, with a large number of entertainment options, so there are plenty of options to fill an itinerary for a weekend.”

Convention And Meeting Space
The Washington State Convention & Trade Center, located within walking distance of all the major meeting hotels downtown, features more than 307,900 square feet of flexible space. Its unique ambience is generated by more than 120 fine art pieces displayed throughout the facility. Another distinction of the center is its culinary capabilities in a state-of-the-art, onsite kitchen that turns out progressive Pacific Northwestern cuisine. The kitchen has been recognized as the only Northwest winner of the “Best On-Premise Catered Event Award” from the National Association of Catering Executives.

Among the major users of the center is Microsoft’s Singsaas, who brings the company’s TechReady conference there twice a year, attracting as many as 7,000 attendees from Microsoft’s worldwide

Located in the cultural core of the downtown, the W Seattle reflects the contemporary, urban spirit of the city. Included in the nearly 10,000 square feet of meeting space is the 4,554-square-foot Great Room, which accommodates up to 450 attendees. Photo courtesy of W Seattle

technology work force. “We use that facility for one of the most important events we do,” Singsaas said. “It’s excellent.”

Seattle Center, housed on a beautifully landscaped, 74-acre campus which includes the 15,500-seat Key Arena, where the Seattle Supersonics play basketball, also includes the Space Needle, the 2,900-seat Susan Brotman Auditorium and the 400-seat Nesholm Family Lecture Hall. The center also includes 24 acres of open grounds with outdoor courtyards and lush green space.

Located downtown, on the shores of Elliott Bay, the Bell Harbor International Conference Center and the adjacent Bell Street Pier offer 100,000 square feet of waterfront meeting and banquet space, including the 12,000-square-foot Elliott Hall and an intimate, 300-seat Bay Auditorium fashioned after the United Nations. The complex also features spacious outdoor terraces, a large rooftop plaza and a pier venue, all of which offer breathtaking views of the bay.

Just 15 minutes north of downtown Seattle, in Snohomish County, the Lynnwood Convention Center features 53,985 square feet of prefunction and meeting space on two floors. Managed by SMG, the facility boasts excellent food-and-beverage services, from a casual gathering to a black-tie affair. The menu features fresh produce from small local farms, fresh seafood from nearby waters and Washington State wines.

A few minutes farther north is the Everett Conference Center, a state-of-the-art facility, which features breathtaking views of the majestic Cascade Mountains. The facility includes 57,000 square feet of exhibit space, a 12,000-square-foot grand ballroom that is divisible into four smaller sections, 3,000 square feet of prefunction space, two individual conference rooms, a 24-seat executive board room and a 10,000 seat arena.

Eclectic Inventory Of New Hotels
In addition to its mix of other downtown hotels, the city also features a 1,258-room, AAA Four Diamond Sheraton Seattle Hotel, which recently completed a two-year, $130 renovation that added a new 25-story, 420-room Union Street Tower and 16 additional meeting rooms totaling 12,000 square feet. The Tower addition makes Sheraton Seattle the largest hotel in Seattle. Neighboring the Washington State Convention & Trade Center, the Sheraton Seattle will have the ability to commit a block of 1,000 rooms. The hotel’s

Small meetings find a welcoming home at the charming 151-room Roosevelt Hotel, a Coast Hotel Seattle, located in the heart of the action downtown. Four meeting rooms accommodate up to 80 attendees. Photo courtesy of The Roosevelt Hotel

grand total of 47 meeting rooms and 75,000 square feet of meeting and function space includes an 18,300-square-foot Grand Ballroom and 9,440-square-foot Metropolitan Ballroom. A 35th floor fitness center includes an indoor pool, whirlpool spa and sauna. The hotel’s Daily Grill is modeled after an historic grill of the 1930s and serves breakfast, lunch and dinner, featuring certified Angus beef and fresh local seafood.

A pair of unique locally owned hotels made their debut last year.

In June, the 120-room luxury boutique Hotel 1000, with 6,200 square feet of meeting space, made its much-anticipated debut. Guest rooms feature high-speed wireless Internet access, 40-inch LCD TVs with surround sound, two-person pedestal tubs with water that flows from the ceiling, and luxurious Thai bed linens. The property also includes a boardroom with videoconferencing capabilities, a business center with individual workstations, a full-service spa and fitness center, rooftop garden, a virtual reality golf club that allows guests to play 500 worldwide courses including Pebble Beach and St. Andrews, and a popular street-level restaurant and bar.

The equally eclectic Pan Pacific Seattle opened last November in the Gateway District, located between downtown and the emerging South Lake Union District. The hotel, which is part of the 2200 development, a 550,000-square-foot, mixed-use project being developed by Paul Allen, features 160 guest rooms and 5,405 square feet of luxurious meeting space. The Lakefront Ballroom features 1,674 square feet of indoor space and another 925 square feet on an outdoor terrace overlooking the Space Needle. The hotel’s stunning architecture features an elliptical staircase that appears to hang from the ceiling, next to a wall encased in zebrawood, a mobile-like chandelier, and Jerusalem limestone on a lobby fireplace that is backlit to appear to float. The 2200 complex includes a Whole Foods Market, restaurants, a 9,400-square-foot, full-service spa and a 4,200-square-foot fitness center.

Early next year, the new Arctic Club Hotel, with more than 5,800 square feet of meeting space, 89 guest rooms and 31 suites, will make its debut on a downtown site designated as a city landmark and recorded in the National Register of Historic Places. Established in 1908 as a men’s club, the original Arctic Club catered to adventurers who had found their fortunes in the Klondike Gold Rush. In keeping with its fabled past, the new hotel’s public space will offer early 20th century architecture and a remarkable collection of artifacts and artwork that celebrate one of the most colorful periods in American history. A rooftop deck will be available for private parties, and other amenities will include a fitness room and business center. The historic Northern Lights Dome Room will immediately become one of Seattle’s grandest event facilities, featuring rococo gilding and original artistic frescoes, ornamental cornices and a one-of-a-kind, stained-glass dome.

Next summer, the $120 million, 21-story Four Seasons Hotel and Private Residences Seattle will open in the heart of the downtown convention district. The property will feature 149 guest rooms, an outdoor infinity

A group event hosted at Bell Harbor International Conference Center showcases the venue’s ability to accommodate up to 6,000 attendees. Together with the adjacent Bell Street Pier, the Bell Harbor Conference Center, located downtown on Elliott Bay, offers more than 100,000 square feet of waterfront meeting and banquet space.  Photo courtesy of Bell Harbor International Conference Center

pool overlooking Elliott Bay and nearly 9,000 square feet of meeting space that includes a grand ballroom.

The $175 million Hyatt at Olive 8 hotel-condominium project is slated to open in early 2009. Located one block north of the existing Grand Hyatt Seattle, the Hyatt at Olive 8 hotel will feature 346 luxury guest rooms, 13 suites, 10,000 square feet of meeting space, and a 20,000-square-foot health club and spa. The Hyatt at Olive 8 is located near shopping, theater offerings such as the Paramount, ACT and 5th Avenue, and restaurants such as Oceanaire, Ruth’s Chris Steak House, in addition to Olive 8’s signature restaurant. Another Hyatt-affiliated hotel-condominium project, the 160-room Hyatt Place Seattle, is scheduled to open in the South Lake Union district in the second quarter of 2009 The Hyatt Place Seattle will offer 1,545 square feet of meeting space.

Environmentally Sustainable Design
Another highly anticipated and innovative new downtown property, perfectly suited to Seattle’s environmental sensibilities, is the 1 Hotel & Residences, Seattle, scheduled to open in the third quarter of 2009. The 23-story, mixed-use development will feature 97 condominiums and 110 guest rooms and be the inaugural property in a “1” brand that will combine five-star luxury and service with environmentally

Artist’s rendering of the Four Seasons Hotel and Private Residences Seattle. When the 21-story hotel and condominium tower opens in the summer of 2008, it will offer 149 hotel guest rooms and suites on floors three through 10, along with a ballroom and executive meeting rooms, an urban spa, and a waterview restaurant and lounge. Photo courtesy of Four Seasons Hotel

sustainable architecture and interior design. The hotel will be built to meet nationally accepted standards for a “green” structure, as defined by the U.S. Green Building Council.

With the new properties being added to its mix of existing downtown hotels, and its array of convention and meeting facilities, Seattle demands attention — and a site inspection trip — say SCVB officials.

Microsoft’s Singsaas, who also serves as an enthusiastic member of the SCVB’s board, put it best. “Being a veteran of many site-selection trips and meetings, I’d say to planners that if they’ve never had an opportunity to be exposed to Seattle, it’s well worth the effort to do that,” he said. “And I think that once they’re here, Seattle’s tag line about being ‘metronatural’ is absolutely true. You’ve got phenomenal natural beauty and a lot of things for attendees to do outside of their meeting, but you’ve also got a very hard-core kind of metro presence. It’s a very interesting city, with a lot of cultural diversity. It’s an important city, from a variety of standpoints. It has quite a bit of sophistication and attraction for any kind of attendee.”    Seattle