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Whether you’re organizing an exclusive corporate retreat, a medium-size association meeting or a large industry conference, a compelling keynote speaker sets the tone for any event. By energizing attendees, offering valuable insights and inspiring meaningful discussions, your speaker lays the foundation for the day or days ahead, and their ability to captivate an audience ensures your event starts off on the right foot. It’s an important decision, and finding the right speaker to effectively communicate your message — within budget — can be a tall order, but with some careful thought and strategic moves, you can hone in on the best matches for the task ahead.

Define Your Meeting Objectives

Before diving into a keynote speaker search, meeting planners must first define the event’s mission and the audience they want to reach. No one knows this better than Wayne Robinson, CMP, CMM, who, for more than four decades, orchestrated global insurance industry events that showcased strategic leadership and innovative execution, most recently at FM Global.

“The first thing you do is find objectives for your meeting. You’ll meet with the stakeholders who will provide you with a very rough sketch of your agenda and what they want to walk away with — and a lot of times they’re not prepared to talk about it yet, because it’s early in the process,” says Robinson. Planners, he explains, can steer that conversation by first identifying the type of meeting it will be. The speakers needed for an internal business meeting will vary greatly from those required at a client meeting, a strategy meeting or a feel-good company teambuilding gathering. “It drives what type of speaker or what type of agenda you want to put together,” Robinson says.

Once the meeting type is identified, its purpose and objectives are clarified and a rough framework of the agenda is created, planners can then begin sourcing speakers who will complement the program and align with its goals.

Part and parcel of laying out a meeting’s objectives is having a clear understanding of its audience. If they are, for example, a gathering of highly successful sales people, a speaker needs to be “top tier” — someone who will deliver a next-level message that is going to inspire and motivate, rather than simply dole out mundane tips and tricks of the trade. “If you want to ‘wow’ them, that’s when you’re going to get into maybe a big outside speaker, or somebody that’s very well known, or they have a book out that’s very popular where they’re talking about a topic that’s apropos to that audience,” says Robinson.

Simultaneously, determining a budget is critical as this will help determine which available keynote speakers are attainable — and it’s not just the speaking fee. Transportation, lodging, meals and any incidental costs may be on the table as well, so understanding your total spend will help narrow down the list of potential candidates from the outset.

Setting the Stage for Success

Gail Alofsin is a highly sought after keynote speaker who, over the course of more than two decades, has been hired by top companies, including Amica Insurance, Southwest Airlines, Hasbro and others. She agrees with Robinson that knowing your audience and understanding the meeting objectives make up the cornerstone of delivering an effective, results-driven address. In fact, Alofsin asks clients to complete a survey that enables her to tailor her talk so that she is not only addressing an industry, but embracing the group’s own corporate culture as well.

“The personalization totally increases the relevance of the program,” Alofsin explains. She adds that in addition to such preparations, face-to-face interaction is equally important. “I think that the best keynotes that resonate with people in the room — whether it’s corporate executives, young professionals or industry leaders — are when you meet them ahead of time. I really try to fly in the day before to get to know the people,” she says. “I’ll go to the cocktail reception the evening before. I’ll go down to breakfast. I’ve even met people in the gym!” By interacting with attendees, Alofsin says, she learns about them, their challenges and aspirations and, sometimes, she gets to know their corporate jargon.

Scouting Star Speakers

Sarah Alice Keiser is an event management consultant who plans meetings for the Association of Leadership Programs (ALP) among other clients. “We really rely on our network of peers and colleagues across the country to suggest the rock stars that they work with, especially up-and-comers who people are using to give people a shot to grow and share their message at the ALP conference,” Keiser says.

While word of mouth is still the most popular way to find keynote speakers, Alofsin points out there are myriad effective methodologies, but she says she is typically hired by attendees who have seen her speak elsewhere. “I never push for the podium. It’s very organic,” she says.

There’s no better way to size up a speaker than by seeing them strut their stuff live. Meeting planners should be evaluating not just whether a speaker is good, but whether they’re a good match for the initial goals laid out in advance. Sometimes you might find a dynamic speaker but they’re just not the best option for your immediate needs — and that’s okay. Make a note for future bookings.

Good, old-fashioned grassroots research can yield solid results as well. For example, through LinkedIn you can source names, identify mutual connections and dig up video clips, while YouTube enables planners to review demo reels and full-length presentations to assess a speaker’s stage presence, delivery style and ability to engage an audience. On Instagram, which also offers short demos, a search using the hashtag #keynotespeaker yields more than 800,000 results. Sure, there will be a lot of clutter to comb through, but for a do-it-yourself search, there’s talent to be found.

Part of Chris Maxwell’s role as president and CEO of the Rhode Island Trucking Association is both planning meetings for his association and organizing larger gatherings for the regional association. Maxwell often looks within the association’s membership for speakers who can deliver a meaningful message. The tactic also keeps the costs down. “We usually keep it without much of a fee by keeping it in house, and it’s therefore somebody appropriate to our mission and what we do,” Maxwell says.

Another valuable and potentially cost-saving resource for speakers (and countless other event needs) is the local convention and visitors bureau (CVB) for the location in which your meeting is being held. Partnering with a CVB and Destination Marketing Organization (DMO) — and sometimes the local chamber of commerce — can prove invaluable as many offer a roster of highly qualified speakers who are either experts in various topics or skilled in motivating a diverse group, no matter what the industry. By limiting their search locally, organizations can minimize or eliminate transportation and lodging expenses while still securing top-tier talent. Additionally, local speakers have insights into the region that can be woven into their presentations, providing a more personalized experience for attendees.

For Robinson, who has been tasked with planning global events of all shapes and sizes, speaker bureaus have been immensely helpful in securing keynote speakers including Earvin “Magic” Johnson, bestselling author, podcaster and motivational speaker Mel Robbins and globally renowned artist, TED speaker and bestselling author Erik Wahl. Washington Speakers Bureau, Goodman Speakers and SpeakInc are just some of the organizations he has relied for vetted, top-tier talent.

“I met all these people through my association with FICP, the association of Financial & Insurance Conference Professionals, because they would come and do speaker showcases,” Robinson says. Bureaus also handle logistics, including contract negotiations, scheduling and payment arrangements, ensuring a smooth experience. This level of support is particularly useful for large conferences, where multiple speakers might be needed, allowing planners to focus on other critical aspects of event management.

Turning inward to professional associations — both industry-specific as Robinson has, or organizations including Meeting Planners International (MPI), the Professional Convention Management Association (PCMA), the American Planning Association (APA) and others — can also yield ample referrals and personal endorsements.

Turning Your Shortlist Into the Perfect Pick

You’ve narrowed the list down to the cream of the crop. It’s a selection of speakers within your budget — and you’re confident that each one can bring down the house. Now what? Assessing each speaker’s fit for the meeting doesn’t have to be a complex process. Revisit those objectives you set early on in planning.

For Robinson, a large-scale conference requires a committee working from the outset to discuss and decide: the most important messaging they want to convey, who the audience will be and how a speaker’s presentation is going to both resonate and reflect that audience. He concedes that this might mean asking hard questions. Sometimes, he says, the speaker may have more impact by leading a panel discussion or a using a format that is more interactive than a straightforward keynote address.

Keiser also relies on committees once outstanding speaker candidates have been determined. “For ALP and for a different workshop I work with, the Erma Bombeck Writers’ Workshop, we really rely on committee feedback,” Keiser says. “We take interest from that larger pool of people and siphon that down and then circulate a short list amongst our committee that really is the audience, or who knows the audience, to make sure that the message is applicable.”

Budget may ultimately take some speakers out of consideration. Avoid disappointment by ensuring that your shortlist includes only speakers within your ballpark all-in budget. However, while a speaker typically has a standard fee, there might be room for negotiation depending on the meeting’s size or purpose. Many speakers offer flexible rates for nonprofits or charitable organizations, making it possible to secure high-quality talent within budget. Keiser says that negotiating rates is critical, especially for her non-profit clients.

To help make an informed decision, planners can review a speaker’s past engagements and assess their ability to customize presentations for different audiences. It’s also beneficial to engage in direct conversations with speakers to discuss expectations, presentation style, time allotted, AV needs and any specific requests to help them tailor their keynote.

“Make sure you evaluate the speaker’s ability to engage before booking,” advises Alofsin, who also belongs to the National Speakers Association, serving as a board member for their New England chapter. “Schedule a call so you can gauge their enthusiasm, their flexibility and feel assured that they’re understanding your goals as a meeting planner.” It’s important, she adds, that the speaker fully understands both the client’s goals and the audience to create a message that will hit home, engage and inspire. “Customization is crucial. One-size-fits-all presentations — they completely fall flat.”

To get a head start on the next speaker search, meeting planners should consider polling attendees well in advance to gather input on preferred speakers and topics. By conducting surveys a year ahead of the event, planners can identify themes that resonate with the audience and target speakers with expertise in those areas. This can be done in-person at an event, online, via newsletter or even using polls on social media if your organization has a robust following. Audience input not only refines the selection process but also increases the likelihood of a successful, well-received keynote session.  C&IT

Daymond John delivers the closing keynote address at RISKWORLD 2024 in San Diego. ©RIMS

The much-publicized killing of UnitedHealthcare CEO Brian Thompson outside the Hilton Midtown in Manhattan has sent shockwaves through the corporate event planning world. Thompson had been scheduled to speak at the company’s annual investor conference, and it is alleged that Luigi Mangione approached him from behind and shot him with a ghost gun, striking the executive in the back and calf. Thompson ultimately succumbed to his injuries.

This tragic event has forced many meeting planners to reevaluate safety protocols at their events. Public safety remains a critical concern, with over 42,000 gun-related deaths reported in the U.S. in 2023, according to the National Institute for Health Care Management.

Rethinking Security Measures

Gathering large groups of people in semipublic spaces comes with inherent risks, and meeting professionals are tasked with ensuring safety while maintaining the event’s accessibility and appeal. Even in venues with firearm bans, not everyone complies. For instance, the TSA intercepted over 6,700 firearms at airport security checkpoints in 2023, despite clear communication that such weapons are prohibited in carry-on luggage.

Security measures such as magnetometers and hand-held metal detector wands are commonly used but not infallible. Ghost guns, which can bypass traditional detectors due to their polymer construction, now add an additional layer of complexity to event security planning.

An event safety plan is imperative for all gatherings. Planners must identify all risks and hazards, because the unforeseen can happen at any time, and having a prepared, organized approach can not only save lives but also mitigate trouble.

Safety protocols help ensure that, should an incident occur, everyone knows what to do and where to go. For example, having first-aid stations, trained onsite medical staff and clear evacuation routes can make a world of difference during an emergency.

Additionally, security needs to be considered. Depending on the size and nature of the event, it might be necessary to do background checks for attendees, implement bag checks or hire onsite security personnel to prevent any unwanted situations.

This year’s Consumer Electronics Show (CES) had security measures in place that included bag searches at the entrances to all show venues. In addition, a unique email address was required for each registrant. Event badges also included a photo ID for attendees, exhibitors and media. There was also a highly visible law enforcement presence at all venues throughout the show. Officers and K-9 (dog) units were situated at both the entrances to the venues and on the exhibit floor. In addition, as an enhanced security measure, the Consumer Technology Association (CTA) implemented a vehicle deterrence plan in and around key venues.

However, CES isn’t the only conference that has increased security since Thompson’s murder. J.P. Morgan’s recent healthcare conference in San Francisco had a significant police presence in place as well.

No one expects things to go wrong, but when they do, having a crisis-management strategy can help reduce chaos and confusion. A safety plan should outline the steps to follow in the event of an emergency, whether it’s an evacuation, an active-shooter situation or a severe weather event.

For example, having a designated crisis team — comprising staff trained in emergency procedures, including communication — can be crucial. This group should be equipped with a plan that includes communicating with attendees, liaising with local authorities and managing any media inquiries. This ensures that all actions are coordinated, which minimizes panic and confusion.

A visible safety plan reassures attendees that their well-being is a top priority, and when participants feel secure, they are more likely to engage fully in the event.

The best safety plans aren’t reactive; they are proactive. By anticipating potential risks ahead of time, organizers can take preventive measures. These might include securing appropriate insurance, ensuring all venues comply with local safety standards and planning for contingencies such as severe weather or local strikes.

Risk management can also extend to data protection, especially for events that involve sharing sensitive information. Ensuring that cybersecurity measures are in place protects not just physical safety but digital safety as well.

Ultimately, a well-developed safety plan provides peace of mind for event organizers. When everyone — attendees, staff and vendors — knows what to do in an emergency, the event can proceed smoothly, no matter what challenges arise. Having safety measures in place also reduces stress on the team, allowing them to focus on delivering a successful and memorable event, rather than worrying about what might go wrong.

One person who knows about keeping meetings safe is attorney Joshua L. Grimes of Grimes Law Offices in Philadelphia, PA.

“Planners should carefully assess if guards or police presence is needed to ensure that there will be no interference in a meeting,” Grimes says. “For example, a VIP speaker may require a security presence, as might a meeting convened for a controversial purpose. The planner and venue should also determine if security is needed to exclude uninvited persons. Extra security costs are usually the responsibility of the meeting host, so it’s important to budget accordingly.”

Cybersecurity also should be considered as part of security preparations. Internet networks should be verified as secure, and the venue should be checked for pirate networks. The “official” Wi-Fi access points should be clearly indicated for attendees so they won’t use a pirate connection that might compromise their secure access, Grimes says.

Then there’s the concern about actual weapons.

“Keeping guns out of meetings is not a black-and-white issue,” Grimes adds. “Many states permit persons to carry firearms, both openly and concealed, but the law also allows property owners to prohibit gun owners from bringing their firearms onto their property.”

For meeting hosts, the most effective way to keep firearms out of a venue is to advise prospective attendees in advance that weapons will be prohibited. “This can be done by an advisory on the event registration website, and through a confirmation issued to a registered attendee,” Grimes says. “Signage advising of a firearms ban should also be posted prominently at entrances to the event venue. To ensure that a firearms ban is respected, the event planner may wish to engage security at the venue entrance to screen attendees and exclude those with firearms.”

Security was tight at the San Diego Convention Center for the 2024 RISKWORLD event. ©RIMS

Learning From the RIMS Conference in Atlanta

Each year, RIMS (the Risk Management Society) holds its RISKWORLD conference and exhibition, attracting approximately 10,000 risk and insurance professionals, as well as business executives with risk management interests, brokers, insurers and service providers.

However, in 2023 the event — held at the Georgia World Congress Center in Atlanta — served as a stark reminder of the importance of comprehensive security planning, as a shooting incident occurred just two-and-a-half miles away, prompting RIMS to cancel its final general session and closing party.

In response to what happened, RIMS implemented extensive security measures at its 2024 conference in San Diego, drawing on lessons learned in Atlanta. This included the use of citywide safety coordination, magnetometer screenings, bag searches, uniformed police officers and canine units. The organization also partnered with global security consulting firm Merrill Herzog, which handles security for Formula One, and deployed Gabriel, an advanced Israeli-developed security technology.

“Enhanced security is an increasingly necessary expense to incur. The risk of having something happen at your show must be managed,” says Stuart Ruff-Lyon, chief events and sales officer for RIMS. “You don’t have to go at it alone. Local law enforcement, the venue and outside security firms can help.”

Another precaution was that everyone in the San Diego Convention Center had to provide emergency contact information at registration. RIMS also offered pre-conference security training over Zoom for all staff and vendors, and while onsite, a security walkthrough of the entire convention center was conducted with Merrill Herzog.

The only issue to occur at the San Diego conference was that handguns were detected by the magnetometer. “We had adopted a new prohibitive items list, and our show is officially gun-free. They were off-duty law enforcement officers who were with their spouses, who were picking up their badges. They understood they couldn’t bring their guns, and it was drama-free,” Ruff-Lyon says.

Attendees and exhibitors at the San Diego conference praised RIMS for its enhanced security protocols — which will continue with this year’s event at McCormick Place Convention Center in Chicago from May 4-7. Expected to once again attract more than 10,000 risk management and insurance leaders, the conference will maintain its emphasis on safety as a core component.

As part of that effort to promote safety and security, RIMS collaborated with the American Society for Industrial Security (ASIS) and the American Society of Association Executives (ASAE) to create a comprehensive risk management toolkit. The resulting Associations’ Guide to Risk and Crisis Management offers tools, frameworks and models to help raise the standard of risk and crisis management. It also includes a case study from RIMS, insights from ASAE’s association survey and a collaboration with Destinations International, which analyzed risk and crisis management from a destination perspective.

Practical Steps for Event Planners

Managing the risk of firearms at corporate meetings and incentive events is a significant challenge, but one that can be mitigated with proactive planning. Kevin Coffey is a retired Los Angeles Police Department detective and now a travel safety and meeting risk consultant and practitioner. He emphasizes the importance of addressing safety early in the planning process, stressing the value of conducting a “what-if” discussion with the hotel or venue after the contract is signed, but before the event begins. Key questions should include:

• How will the venue notify organizers if someone brings a concealed weapon to the event?
• What are the protocols for responding to such a situation?

“By having these conversations in advance, meeting planners can ensure they are prepared to act quickly and effectively, which could make all the difference in an emergency,” Coffey says.

He also emphasizes the importance of a walkthrough before the meeting kicks off. “[You] must check all the meeting rooms and double-check the emergency exits to make sure they are not blocked from the other side,” he says.

Coffey adds that he once delivered a keynote for several hundred attendees in Chicago, IL. Beforehand, he checked emergency exits and discovered that the two doors behind the stage were blocked by dinner tables that were to be rolled in after his presentation.

“The planner got ahold of the banquet manager, who had them removed,” he says. “At the end of the day, people’s lives can depend on checking the doors as I did. This is not a heavy ask.”

He also stresses how important it is for meeting professionals to have easy access to key emergency numbers on their phone. “After calling 911, an ambulance could be 10 minutes away,” Coffey says. “Having the security at that property on your phone can result in them [arriving] to your emergency in a matter of minutes. [You] need that direct number on your phone.”

Bridging Technology and Expertise

In addition to traditional security measures, meeting planners are increasingly turning to innovative technologies and specialized training. Facial recognition systems, for instance, can help identify individuals with prior criminal records or flagged behaviors before they enter event spaces.

Organizations such as Meeting Professionals International (MPI) offer workshops on risk management, including practical drills simulating emergency situations. These programs empower planners to respond confidently, whether to active-shooter scenarios or medical emergencies.

The role of venue partnerships has never been more critical, as facilities with robust emergency plans and staff trained in crisis management provide planners with a critical layer of support.

As Coffey notes: “Safety is a team effort. No single planner, venue or consultant can handle these challenges alone. It takes a collaborative approach to ensure that every possible scenario is accounted for and addressed.”

After moderating a panel for MPI MD on event safety — a discussion prompted by the killing of the UnitedHealthcare CEO — Jacqueline Beaulieu, HMCC, MMP, director of strategic marketing and client engagement at Poretta & Orr Exhibits & Events, shared insights to help planners.

Beaulieu emphasizes the importance of leveraging partnerships with trusted collaborators, such as hotels, venues and convention centers. By requesting safety plans and aligning efforts, planners can foster a shared commitment to protecting attendees. She adds that planners should not “recreate the wheel” but rather maximize these partnerships to realize efficiencies and potential budget savings.

Safety should also be viewed as a shared responsibility that must involve all stakeholders. Executives, staff, third-party vendors and contractors must come together to eliminate blind spots and ensure the seamless execution of safety plans. “So, communicate and get on the same page,” Beaulieu says.

She encourages planners to ask tough questions and seek clarity about the safety measures in place. “Thorough preparation is not just important but essential,” Beaulieu adds. “By taking a proactive and thoughtful approach, planners can mitigate risks and prioritize attendee well-being.”

Looking Ahead

As corporate events continue to grow in complexity, security will remain a top priority for meeting planners. By learning from past incidents and adopting a forward-thinking approach, the industry can balance the need for safety with the goal of creating engaging, successful events.

“At the end of the day, the most impactful meetings are the ones where attendees feel secure enough to focus on why they’re there — to connect, learn and grow,” Coffey says.

That’s why the importance of a safety plan for corporate and incentive travel events cannot be overstated. Beyond legal requirements and risk management, a well-thought-out strategy protects lives, ensures smooth operations and promotes a sense of security and confidence among attendees. By prioritizing safety, companies show their commitment not only to delivering successful events but also to protecting the well-being of everyone involved. As organizations plan, the importance of safety should always be top of mind, ensuring that every event is both successful and safe.

At PCMA Convening Leaders 2025 in Houston, TX, the “Event Security Strategies: Expert Insights and Practical Preparedness” session delivered a comprehensive overview of modern event security challenges and solutions. Joyce Leveston, senior VP of convention centers for Oakview Group — which manages 250 venues across North America and Europe — set the stage for a panel featuring David Born of Prevent Advisors, Anthony Lopez from Dallas’ Kay Bailey Hutchison Convention Center and Tim Wood of Chicago’s McCormick Place.

The panelists emphasized early collaboration and establishing a robust security baseline as fundamental to event safety. They also shared insights on intelligence gathering, including social media monitoring and geofencing, to assess threats, as well as the importance of preparing for multipronged emergencies, including active-shooter scenarios.

Communication emerged as a critical theme, with discussions on leveraging technology such as the PCMA app for real-time updates. The panelists underscored the need for clear communication channels between security teams, event staff and attendees, especially during crises. They also touched on corporate succession planning and orders of succession to ensure leadership continuity during emergencies.

When it comes to corporate meetings and conferences, the best plans are not just about what’s on the agenda — they’re also about what is in place to keep everyone safe and secure. C&IT

The Virginia Beach oceanfront includes a three-mile boardwalk, as well as bars and restaurants with great views. Courtesy Photo

From thriving metropolitan areas to quaint fishing villages to quiet mountain towns, Virginia has made a name for itself as a memorable location for corporate events and meetings of all types.

According to the Virginia Tourism Corporation, the commonwealth features state-of-the-art venues and desirable destinations — everything from vibrant city centers to sparkling nature retreats. Planners will also have a variety of accommodation options, ranging from affordable to luxury, and a framework for successful events. The state is also centrally located and easily accessible via nine commercial airports, Amtrak and a major highway system.

Virginia is an incredibly versatile destination for corporate planners, offering a variety of meeting and event venues across its regions. Northern Virginia provides proximity to Washington, D.C., with world-class conference facilities and luxury hotels, while Coastal Virginia boasts beautiful waterfront venues ideal for retreats, and the Blue Ridge Mountains offer scenic locations perfect for team-building and leadership workshops.

Corporate meeting and incentive groups can explore the majesty of Virginia’s exciting attractions — including unique chef-owned restaurants, award-winning wineries, outdoor adventure experiences and fascinating historical attractions.

The state’s rich history, paired with modern amenities, creates a compelling mix for attendees. With a focus on sustainability and a growing roster of innovative locations and experiences, Virginia offers something for every type of corporate event.

Virginia Beach

As the state’s premier beach destination, Virginia Beach offers year-round amenities and experiences that keep corporate event attendees coming back for more. Considered a resort area by many, it boasts more than 38 miles of beaches (a three-mile-long boardwalk is the hub of activity), as well as charming shops, wildlife refuges and an ample array of activities to keep attendees entertained.

Sally Noona, CMP, director of convention sales at Virginia Beach CVB, was recently reading the 2025 forecasts for meetings and events in the various trades, and she notes that Virginia Beach’s offerings are hitting on many points. From its rich natural coastal offerings to its wide array of accommodations, to its amazing opportunities to blend business with pleasure, Virginia Beach should be on everyone’s list. Not to mention that it is accessible and affordable, too.

“Corporate event planners who need to try something new — but not too far away from those strategic populations — should look to Virginia Beach,” Noona says. “We are within a day’s drive to over two-third of the nation’s population and have many direct flights to most major cities. [Also], our hotel and convention center venues are only 10 to 20 minutes, respectively, from Norfolk International Airport and Amtrak’s train station. So getting here is a breeze, and incorporating some extra time to renew or explore is definitely a great trend for any Virginia Beach delegates.”

For bigger corporate events, the Virginia Beach Convention Center is ideal and, as a LEED Gold venue it offers true sustainability. Far more than just a box with docks, this coastally inspired building features a soaring glass construction, providing a learning environment drenched in natural light.

“The center’s layout is simple and easy to navigate, and it is located in the ViBe District — putting it within walking distance of art, entertainment and the oceanfront,” Noona says. “A variety of venues, locations and amenities are at one’s fingertips in Virginia Beach. Allow our hospitality professionals at the Convention & Visitors Bureau to assist you in finding the right match for the meeting vibe you need. We have resort, urban and retreat settings and look forward to sharing the many opportunities available in Virginia Beach.”

Arlington and Northern Virginia

Located just across the Potomac River from Washington, D.C., Arlington is home to the Ronald Reagan Washington National Airport (DCA). Made up of diverse and walkable neighborhoods, the city also offers an international dining experience and a focus on sustainability — two attributes much sought after by corporate event planners.

Portia Conerly, CTIS, CDTP, is director of sales at the Arlington Convention and Visitors Service. She explains that, in addition to having nearly 40 hotels with rates typically lower than those in downtown Washington, D.C., Arlington also features more than 20 additional venues to host off-site corporate meetings and special events, as well as teambuilding and wellness activities and volunteer opportunities in the community.

According to the Arlington Convention & Visitors Service, in spring 2025, the Crystal City Marriott Hotel will become the AC by Marriott at National Landing. Then, in late fall, the city will see the grand opening of the Hilton at the Key, Arlington-Rosslyn. In addition, a new meeting facility at National Landing will include conference rooms of varying sizes, including meeting space for up to 300 people.

As founder and corporate event planner at the Toplandi Group, Carolynne Broomhead has been in the corporate meetings and events industry for years and is very knowledgeable when it comes to planning events of all sizes, especially in Washington, D.C., Virginia and Maryland.

“I’ve been in business for about 10 years with my company, the Toplandi Group, based in Gaithersburg, MD,” Broomhead says. “I support about 25 clients, organizing everything from small-scale board meetings to annual sales kickoffs and annual membership meetings. Recently, I organized several high-level recruiting meetings in Arlington — about 10 in the past year — for the large corporations that I represent.”

For these meetings, the task involved organizing travel and overnight accommodations for attendees, travel to and from the interview and space for the corporation to conduct the interviews. Attendees often request recommendations for restaurants, nightlife and attractions while visiting the area.

“Arlington … provides a convenient and cost-effective option for these meetings and events,” Broomhead says. “Many of the Arlington hotels offer complimentary shuttle transportation, which saves the cost and hassle of renting a car for attendees, ordering a rideshare or using the metro — which can be especially challenging for first-time visitors. Some of our board and interviewees are coming in from all over the country, and we find Arlington to be a more approachable destination over D.C., which can be overwhelming and, at times, challenging to navigate.”

Broomhead’s corporate event clients recently favored the Hyatt Regency Crystal City at Ronald Reagan Washington National Airport for their meetings.

“The space has just been renovated. It’s in a great location and there are several other hotels close by, should we have need of an overflow hotel,” Broomhead says. “We’ve also used the Crown Plaza Crystal City and had a great experience.”

Small Conferences LLC, owned by event planner Robert Kraus, specializes in creating experiences for corporate events of up to 1,000 attendees.

“We understand the vital role that events play in furthering a corporation’s mission,” says Kraus.

According to the Arlington Convention and Visitors Service, one of Virginia’s biggest “draws” for corporate events is ease of travel — especially for Northern Virginia, which has two world-class airports: Reagan Washington National & Dulles International. According to NonstopFrom.com, Reagan airport offers nonstop connections to 97 domestic destinations while Dulles offers 76.

“This means you can get to Northern Virginia from practically anywhere in the U.S. without changing planes,” Kraus says.

Outside of Northern Virginia, both Norfolk and Richmond serve more than 33 nonstop domestic destinations each. Additionally, Virginia in general is within an easy four- to six-hour drive of multiple major cities including New York, Philadelphia, Baltimore, Charlotte, Columbus and Pittsburgh.

Recently, Kraus orchestrated the USInvestor.org Second Annual Conference with the U.S. Patent and Trademark Office (USPTO) at the Westin Alexandria Old Town-Marriott. Over 125 inventors, business leaders, lawyers and advocates gathered for the event at the Westin, which was chosen because of its proximity to the USPTO.

“The overall costs in Virginia, including taxes, tend to be less than many other areas known for conferences and business meetings,” Kraus says. “In particular, because it is a non-union state we find that pricing, especially for food and beverage or technology, along with room rates, can be up to 20% less than even nearby places like Washington, D.C., or Baltimore.”

The Omni Homestead, in Hot Springs, VA, underwent a $170M renovation. Courtesy Photo

Richmond

As the capital of the Commonwealth of Virginia, Richmond is teeming with history around every bend. This vibrant, evolving city is home to a wealth of venues that are ideal options for corporate events, board meetings and conferences.

According to the Richmond CVB, Visit Richmond, the region offers a perfect blend of historical charm and modern amenities, making it an attractive destination for corporate event planners. The area boasts a diverse range of meeting spaces, from state-of-the-art conference centers to unique, character-filled venues such as renovated warehouses and historic sites. Plus, its central location on the East Coast provides easy accessibility, with major highways, Amtrak service and Richmond International Airport providing connections to major cities.

Additionally, Richmond’s thriving culinary scene, vibrant arts community and walkable downtown areas provide attendees with plenty of options for dining, networking and unwinding after meetings.

Richmond also continues to expand its offerings for corporate events, with several notable developments enhancing its appeal. A significant addition is the Hilton Hotel and Conference Center in Chesterfield County, projected to open in late 2027. Developed by Shamin Hotels as part of the Springline at District 60 mixed-use development, this 12-story, full-service Hilton will feature more than 275 rooms and more than 30,000 sf of meeting space, including a 12,600-sf ballroom. This project will address a gap in Chesterfield’s event space, providing a premier venue for large-scale corporate events and business travelers.

Additionally, the Allianz Amphitheater, opening in summer 2025, will provide a state-of-the-art venue for live performances, with the James River skyline as a backdrop, offering unique opportunities for corporate gatherings. Looking even further ahead, CarMax Park, the future home of the Richmond Flying Squirrels, is set to open in 2026, adding a dynamic venue for corporate outings and events close to downtown.

These developments, along with cultural attractions such as the expanded Virginia Museum of Fine Arts, enhance the Richmond area’s appeal as a premier destination for corporate meetings and events. And the vibrant craft beverage scene — which features numerous breweries, cideries and distilleries and includes the nation’s only Mimosa Trail — also offers exceptional spaces for team-building and networking events, ensuring a memorable experience for all attendees.

Richmond offers an irresistible blend of responsiveness, affordability and cultural charm that continues to captivate corporate event planners. One of the city’s most compelling draws is its affordability as a tier-two destination. Corporate planners consistently emphasized the ability to stretch their budgets without sacrificing either quality or the all-important “cool” factor that elevates an event from ordinary to unforgettable.

The city’s cultural diversity and storied history further set it apart, as corporate event attendees are immersed in a destination that appeals to a variety of interests. According to Visit Richmond, planners often describe Richmond as a “smaller destination, but rich in character” — a place that offers the best of both worlds: the charm and accessibility of a smaller city paired with the dynamic offerings of a larger urban hub.

West of Richmond, in Hot Springs, VA, the much-celebrated Omni Homestead Resort completed a $170 million renovation, restoring the historic charm to a venue that has been welcoming business and corporate attendees for over 250 years.

The improvements to this Allegheny Mountain retreat included breathing new life into its awe-inspiring Great Hall, as well as its guest rooms and warm spring pools. Here, corporate attendees can truly get away from it all and enjoy the resort’s challenging yet stunning golf courses and refreshing waterpark. Of course, no meeting attendee should avoid pampering themselves at The Spa — a haven for “all things rejuvenating” at the Omni Homestead Resort & Spa. C&IT

The Mile High City features great airlift, world-class venues, top-notch restaurants and a thriving culture, as well as a walkable downtown and beautiful mountain views. Courtesy of Visit Denver

People often think snow, skiing and mountains when they think of Colorado. Of course, the mountains are a major draw for meeting planners and groups, and deservedly so. But Colorado also has compelling urban centers with excellent airlift, easily accessible local transportation and hotels, restaurants and venues to meet every planner’s needs, whether the need is budget or upscale, winter or summer dates, intimate or able to host a large group.

Try the Mile High City

Denver is one of the state’s premier urban centers. The Mile High City long ago shed much of its “cow town” reputation in favor of a sophisticated, contemporary vibe. It still treasures its authentic Western heritage, which can add a memorable element to any meeting, but the city offers planners a rich and diverse urban palette on which to build a successful meeting.

Ari Goldsmith, vice president, marketing and digital media with food distributor KeHE, has a long list of things that make the city of Denver an ideal setting for the company’s meetings. The group of 4,500 has booked February 2026 dates for its KeHE Summer Show. “Denver is a strong fit for our group,” she says. “Its newly renovated convention center provides a flexible, modern venue for our event. The city’s year-round outdoor activities offer endless opportunities for recreation and team building. Denver also has a thriving food scene, with diverse culinary experiences ranging from farm-to-table to craft breweries, which match our foodie attendees’ needs. Additionally, the city has great airlift from across the country and cultural attractions, including museums, art galleries, sports and live music that offer a variety of entertainment options.”

She calls Visit Denver, the city’s convention and visitor bureau (CVB), an invaluable partner. “They’ve been incredibly responsive to our specific needs, particularly in areas like VIP experiences and unique Denver activities. The staff’s deep knowledge of the city and its culinary scene have been instrumental in elevating our event. By providing tailored recommendations and facilitating connections with local vendors, the CVB has significantly streamlined our planning process and ensured a memorable experience for our attendees.”

This group requires more than 300,000 sf of trade show, convention-center space, and Colorado Convention Center in downtown Denver is able to meet that need. “It was interesting and helpful that in Denver the CVB manages the convention center,” Goldsmith says. “That made for a seamless site visit and enabled us to easily find space that aligned to our needs during the specific dates we needed. The CVB team helped us overcome hurdles to create an ideal setup.”

A variety of downtown hotels will provide lodging for attendees, but the Hyatt Regency Denver at Colorado Convention Center is the base hotel and has the largest room block. “The Hyatt Regency Denver at Colorado Convention Center has our largest hotel block, with 900 rooms on peak, housing our employees and hosting attendees,” she says. “We selected it for its proximity to the convention center, modern amenities, spacious accommodations and onsite dining options. We have a great relationship with Hyatt and our global director partners with us to ensure we have meaningful HQ blocks that can support our experience needs.”

Goldsmith says there’s a lot that stands out about the hotel. “The 27th-floor Peaks Lounge offers stunning city views, making it a memorable spot for our attendees to relax and network, not to mention the high-end, chef-created restaurant. The hotel’s spacious public areas, including the lobby and breakfast space, provide ideal settings for informal meetings and social gatherings. These amenities, combined with the hotel’s convenient location, make it a strong contender for future events.”

It’s still to be decided whether or not the group will use any of the hotel’s function space in addition to what’s available at the convention center.

Goldsmith says that groups considering Denver can fully optimize the success of their event in the city and at venues by engaging with the CVB very early in the selecting and planning process. “Leveraging their expertise and in-depth local knowledge, you can access tailored recommendations, strategic connections and innovative solutions designed to elevate your event. The CVB serves as a valuable resource, helping you create memorable experiences that align with your objectives and deliver lasting value to your attendees.”

What’s New in Denver

New hotels in Denver include the Populus Hotel Denver and Urban Cowboy Denver.

The 265-room Populus is the perfect choice for environmentally conscious planners and groups. It has a focus on sustainability and nature and an ethos the owners call “environmentally forward hospitality.” It features natural, sustainable materials and original art throughout, and offers what may be the best rooftop bar. The hotel’s 13-story exterior is an architectural ode to the aspen forests of Colorado. Inside, food is sourced from regenerative, organic farmers and 100% of food waste is composted. There are four meeting rooms and a total of 5,000 sf of event space.

Urban Cowboy Denver is housed in the historic George Schleier mansion, a quirky Queen Anne beauty complete with gargoyles built in the 1880s. Located in the Capitol Hill neighborhood, the hotel offers 16 rooms and eight fireplaces, and every room features a hand-hammered copper clawfoot tub. Corporate retreats and functions of all kinds can be booked in the dedicated event space, but there’s also a cozy Parlor Bar and the hotel’s Public House, which is set in an old carriage house adjacent to the mansion. It serves up creative cocktails at a full bar along with Brooklyn’s famous Roberta’s Pizza.

In other Denver news, the transformation of the Born Hotel into the 200-room Limelight Denver is complete. Set on a block close to Union Station, the hotel includes a popular restaurant, formerly Citizen Rail, newly reopened as Ajax Downtown. The names of both the hotel and restaurant are a nod to the company’s roots in Aspen, CO. Parent company Aspen One now has multiple hotels and more on the way, including a new Limelight hotel in Boulder, CO, scheduled to open in 2025.

Built in 1918, the historic Broadmoor in Colorado Springs is the world’s longest-running consecutive Forbes Five-Star, AAA Five-Diamond resort. Courtesy Photo

Head to the Springs

About an hour south of Denver, Colorado Springs sports its own city vibe created by Cheyenne Mountain, the U.S. Air Force Academy and plenty of unique venues for every kind of meeting, such as the ProRodeo Hall of Fame & Museum of the American Cowboy and the U.S. Olympic & Paralympic Museum. It’s a smaller city than Denver but still brimming with hotel, restaurant and venue choices. Its proximity to two airports — in Denver and Colorado Springs — make it an ideal destination whether the group is local or attendees are coming from across the country or the world.

Colorado Springs is the city of choice for Future Proof, a B2B media and events company that leverages technology to best serve the modern finance industry. The group held its 2024 Future Proof Retreat at The Broadmoor, which sits at the base of Cheyenne Mountain. The March event drew 500 attendees. One of the state’s definitively upscale hotels, The Broadmoor offers a slew of amenities and venues, impeccable service and a history dating back to 1918.

“We were looking for a venue that wasn’t in a big city but was still well-known, offering plenty of outdoor activities while remaining easily accessible from Denver,” says Lindsey Markewitz, head of operations at Future Proof. “The Broadmoor was a major draw for us, given its iconic status and large number of rooms. In addition, Colorado Springs is a growing city with great restaurants.”

Markewitz says she contacted Visit Colorado Springs, the city’s CVB, for a specific need. “We reached out to the CVB to see if they could recommend any local bands for our reception. The Visit Colorado Springs team got back to me right away and provided a few great options. We ended up booking one of the bands.”

The Broadmoor provided all the space the group required for a successful event. “We chose The Broadmoor because it’s a beautiful property with a large number of rooms. We also selected it for its variety of on-property activities and numerous dining options,” she says. “Additionally, the hotel recently added a new wing to its conference space, Bartolin Hall. While we didn’t use the new space in 2024 due to another group’s booking, we are excited to utilize this modern space in 2025.”

Future Proof intends to return to The Broadmoor, and plans have already been made. Markewitz says that’s in part because the resort’s quality and level of service really stand out. As an example, she notes, her group brought in its own AV company and the hotel collaborated seamlessly with her team. “The staff at The Broadmoor is exceptional and a major reason why we’re excited to return. We will be hosting our group there again in 2025 and 2026. We had an incredible experience at The Broadmoor in 2024. The only adjustment we made was moving our event from March to May to enjoy better weather and take advantage of more outdoor activities.”

New Options in Colorado Springs

One of Colorado’s newest hotels is Hotel Polaris at the U.S. Air Force Academy. It opened in November and planners are already booking it for the months ahead. Ethos Veterinary Health, a network of specialty and emergency vet hospitals across the country, has booked its annual meeting of 350 to 400 attendees at the hotel in May of 2025. “We have attendees coming from across the United States, including Alaska and Hawaii, as well as Canada,” says Melissa Flygare, brand events manager at Ethos. “Being more centrally located is a key piece for our group. Travel into Colorado Springs is direct for a good number of our attendees, and the fact that the Denver airport is only about an hour away is also important.”

With this particular event, she says: “We try to make it more of a vacation/escape as a large portion of our group is medical directors and DVM specialists. We want to provide them with downtime that they can enjoy in a beautiful location. Hotel Polaris has a great feel about it with its proximity to the Air Force Academy. Being a Colorado native, I’m partial to hosting here. Colorado is a beautiful state and Colorado Springs shows that to the fullest.”

The group has booked all of its needed space in the hotel. “We have a full buyout of Hotel Polaris, and we will utilize all of the event space. We loved the feel of it, and it was large enough for our group. The conference/meeting space is large enough to accommodate our breakouts, general sessions and additional team meetings. We prefer to have a buyout so the event feels more intimate than if we booked at a larger location,” Flygare says.

Additionally, she says: “The mission and values of the Air Force Academy are something that we’re working to cultivate in our organization, as a company that just recently came together as one. This event is a chance to bring the key hospital and national team members together for us to become One Ethos.”

She adds that the group plans to use the in-house AV in conjunction with its own production and AV team. “I will also be working with a DMC to help in sourcing our evening event needs and transportation for our attendees.”

While planning for the 2025 event is just starting, Flygare says the team at Hotel Polaris has been responsive and helpful, and that the transition to the new team from her original contact has been easy. To planners who may be considering Hotel Polaris, she says visiting in person is a must, adding: “There’s a feel and vibe to the hotel that cannot be conveyed through the photos.”

Another option for lodging in Colorado Springs is the newly renovated and upgraded Mining Exchange Hotel. With new owners on board in 2022, the historic building was meticulously renovated to preserve its past and celebrate its deserved place in today’s world. The new hotel officially debuted in June 2024. Changes include 128 newly designed guest rooms, two new food-and-beverage concepts and indoor-outdoor meeting and function space.

Whether you meet in an elevated Rocky Mountain town or in one of the state’s dynamic urban centers, Colorado has a setting to inspire and enhance any meeting. C&IT

The Bellagio Las Vegas invested $110M in its Spa Tower last year. Courtesy Photo

When it comes to selecting the ideal meeting location for a major client conference, Las Vegas is a no-brainer for its wide variety of dining, entertainment and activities. The city’s world-class resorts encompass more than 156,000 rooms. The Harry Reid International Airport is located just two miles from the Strip and features 1,100 daily flights to more than 150 cities. Las Vegas also holds three of the 10 largest convention venues in the country.

Now celebrating the 120th year of its founding, the neon oasis in the desert is hardly resting on its laurels. Reinvention is the name of the game that keeps attendees engaged year after year — the Las Vegas Convention and Visitors Authority (LVCVA) reports that attendance increases 9% when conventions rotate into the city. That’s because everyone is eager to see what’s new in this always-buzzing town.

“Doesn’t everyone love Las Vegas?” asks Stacy J. Weber, CMP, meeting, travel & procurement senior manager for Moss Adams LLP. Weber says Las Vegas is a destination for the accounting and consulting firm because of its airlift, as well as the bounty of lodging, venue and entertainment options. And she recommends partnering with the LVCVA from the start. “The LVCVA are the destination experts — they can help you with hotel information, site visits, planning, contacts, etc.”

The Las Vegas Convention Center (LVCC) launched a $600 million renovation of the facility’s legacy campus, a project designed to better integrate the west hall with the rest of the convention center. The renovation includes enhancing LVCC’s contemporary design, architecture and attendee experience of the 1.4 million-sf West Hall, which opened in 2021. A new east entrance will welcome convention attendees with an indoor lobby and an outdoor plaza, featuring 500 plants and shrubs, creating a grand first impression of the already impressive space. The renovation project is expected to last through 2025 but is designed to cause minimal disruption to the convention center experience.

Paris Las Vegas celebrated its 25th year of operation by adding 756 redesigned luxury guest rooms in the Versailles Tower (formerly Bally’s Jubilee Tower). The Versailles Tower features some of the largest standard rooms on the Strip, starting at 420 sf, and 38 guest rooms feature new 55-sf balconies with Strip views. The $100 million project for the Caesars property includes a bridge that connects the Versailles Tower to the main Paris resort. Featuring one of the largest ballrooms in Las Vegas, Paris offers 140,000 sf of pillarless function space.

In 2022, MGM Resorts’ New York-New York Hotel & Casino completed an expansive $63 million remodel of guest rooms and suites, drawing inspiration from the spirit and energy that is synonymous with both New York City and Las Vegas. In the same year, MGM Resorts acquired The Cosmopolitan of Las Vegas. The resort has a 100,000-sf casino, a 40,000-sf concert venue, a more than 60,000-sf rooftop nightclub/dayclub, three distinct pool experiences, world-class cuisine and an eclectic mix of boutiques, as well as breathtaking views of The Strip. Planners will find at The Cosmopolitan more than 240,000 sf of vertically integrated meeting and event space available for their needs.

“Las Vegas is top-notch for meetings,” says Lauren Petersen, director, enterprise event management for Fiserv, a multinational technology provider for the financial sector. “It has everything, from an entertainment perspective and for the quality of service you find in the hospitality venues.”

In September 2024, Fiserv hosted 4,500 attendees during its Forum Client Conference at The Venetian Resort and The Palazzo. Petersen notes: “We always prefer an option where all of our participants can stay under one roof, and not many cities can offer that for a group of our size.”

The Venetian’s suites are the largest standard room on The Strip, and all 4,000 of them in the Venetian towers were completely updated as of September, part of a $1.5 billion reinvestment project as the iconic resort also celebrates its 25th anniversary. The new suites are inspired by the ornate traditional costumes of the Carnival of Venice in Italy, infusing energy, spirit and warmth in a contemporary, fresh design. Beyond accommodations, the redevelopment delivers other first-class offerings to Las Vegas, including the addition of exciting new chef-led culinary concepts. As part of the redevelopment, The Venetian committed $188 million to the renovation of its Convention Center.

The annual Fiserv Forum Client Conference was held last year at The Venetian Resort Las Vegas and attended by more than 4,000 people. Courtesy of Lauren Petersen

“We have hosted our group at the Venetian for many years,” Petersen adds. “It’s a fantastic property, and the investment Venetian is putting into their meeting space renovation and the great variety of dining and entertainment throughout only adds to that. They are doing so much to keep the property fresh — even as a group that comes back every year, it seems like there is something new to experience every time.”

Petersen continues: “Our guests appreciate the quality of accommodations at the Venetian. The large hotel suites and the elegant and vibrant atmosphere make the experience special for them, and having the ability to offer a high-quality experience for our clients is important to us. The Venetian is a great partner to work with to create that. Whether during contracting, pre-planning or onsite, they want to understand what is important to our group to help us be successful.”

She suggests there is one downside to the growing popularity Las Vegas enjoys. “Finding available dates has been so challenging in recent years — it’s important to plan ahead,” Petersen says. “We are finding that we need to be contracting at least three to four years in advance to secure the meeting space and rooms we need to accommodate a group of our size.”

Still, the demand is there because Las Vegas has built the infrastructure to meet it, according to Julie Pierson-Fields, vice president of marketing for Fathom Holdings, Inc. “Most places have a direct flight to Las Vegas, or there’s a cost-efficient way to get there,” Pierson-Fields says, adding that the airport is adept at handling the volume. “And there’s much more to do than just going to a convention. Between the restaurants, the entertainment — Vegas makes for a very easy event.”

For the annual Fathom Summit, which was held in November and attended by 500 real estate agents, Pierson-Fields negotiated a room block at the midsized 1,613-room SAHARA Las Vegas, with an eye on making the event cost-effective for attendees. “From a straight-up logistics perspective, we’re not a complicated event,” she says. “SAHARA worked with us to find creative solutions at the property that helped us maintain our budget. A lot of places, when you say you want to do things that aren’t standard event items, you get pushback. But they said: ‘We’ll try,’ and it helped our budget.”

Fathom’s event utilized most of the SAHARA’s 85,000 sf of event space, creating breakout areas in a classroom setup. Following a short-lived rebranding as SLS Las Vegas, in 2022 the casino resort underwent a $200 million reimagining that gently updated its original Moroccan theme. “They did not skimp on their renovation,” Pierson-Fields notes. “We wanted to ensure that everything we needed to provide a seamless experience was in place, and that everything was state-of-the-art. Attendees spend money to come to these things, and you want them to feel welcome and that they are getting value. We were pleased with everything the event staff did for us — they were a cohesive unit and made our lives easy.”

Pierson-Fields says she wouldn’t normally use a pool area for an event, but she felt comfortable utilizing the SAHARA’s new AZILO Ultra Pool. It is a flexible event space that works for nighttime events, with cabanas, bungalows, lily pads, daybeds and lounge seating for up to 1,180 guests, or standing-room events for up to 2,000.

“I’m a former lifeguard and I have paranoia about people ending up the pool,” Pierson-Fields explains. “But they took what we were envisioning and said: ‘Expand your thinking and let’s leverage these pool spaces [in a way that makes you comfortable].’ ” The result was a memorable evening event that took place within the safety standards Fathom desired.

For an event in June, Moss Adams wanted a centrally located upscale hotel with ample space to host 1,600 attendees. The dates the company needed were inflexible. Fortunately, MGM’s Bellagio was available, and Weber says that the hotel worked hard to create a package that was too good to pass up. “The sales team took the time to understand our goals and objectives, dynamics, needs and budget of the meeting,” she explains. “The meeting was three days, with a general session, a meal room and numerous breakouts of various sizes. Hotel options in Las Vegas meet and exceed those needs under one roof — an important consideration for us. We owned the entire meeting space, and that, combined with the caliber of hotel, made our attendees feel special.” Weber also notes that holding the event in summer enabled them to contract a luxury hotel with reasonable rates and maximize the meeting space, as there was less competition.

Bellagio recently unveiled its Spa Tower renovations, in which it invested $110 million to reinvigorate guest rooms and suites with an enhanced, sophisticated look through custom furnishings and bespoke art inspired by the natural vibrancy of Italy’s famed Lake Como. Weber says many of her attendees are adamant about not wanting to walk through a smoky casino, and Bellagio worked to house most of the group in the guest room tower closest to the meeting space, so they could get from their hotel room to the meeting without traveling through the gaming areas.

“The meeting space is contained on one level. It’s very easy to navigate and offers rooms of all sizes and shapes. Some even have outdoor patios,” Weber says. In addition, she calls the Bellagio’s sales staff, catering manager and AV team top-notch. “Every one of the team understood who we are, what we were doing and what we wanted to accomplish. Throughout the sales, planning and execution, they offered suggestions and concessions that improved the event execution and experience and helped us manage the budget. Based on this experience, we are returning to Bellagio in 2025.”

MGM has also been busy refreshing its Mandalay Bay Convention Center, with a $100 million project completed last summer. The remodel includes upgraded technology infrastructure, cutting-edge Cat6A Ethernet cabling throughout, additional dynamic digital signage and a fresh, invigorating design that complements the resort’s tropical-inspired brand. Last year, the Four Seasons Hotel Las Vegas — part of the 120-acre Mandalay Bay campus — completed a multimillion-dollar redesign of its 424 rooms and suites. Inspired by the Mojave Desert, the new motif balances contemporary design elements that provide a sense of place, a softer feel and a more residential environment, in addition to the nearly 40,000 sf of event space throughout the resort.

CAESARS FORUM is a great option for large events, with 550,000 sf of indoor space and 100,000 sf available outdoors in the plaza. Courtesy Photo

With 3,980 guest rooms and suites, the iconic Caesars Palace remains one of the largest Las Vegas hotels, featuring five towers of rooms, suites and villas, and abundant meeting and event spaces. When it’s time for a break, attendees can explore spectacular entertainment and nightlife, including the Forum Shops at Caesars Palace (with more than 160 boutiques and restaurants) and a wide variety of celebrity chef-run dining venues. At 550,000 sf, the LEED-Silver-Certified CAESARS FORUM is an architectural marvel that reimagines the Las Vegas event destination landscape and provides an unparalleled event experience with its ultra-modern design, immersive technology and world-class service. For large-scale gatherings, the Forum Plaza offers 100,000 sf of outdoor event space — constructed specifically for grand affairs — as well as the world’s two largest pillarless ballrooms, which can accommodate up to 10,000 attendees.

Beyond the Strip

While Las Vegas Boulevard holds the lion’s share of conference space, meeting planners building smaller or mid-size events would be wise to look beyond the Strip, where costs are often lower and distractions may be fewer for attendees.

The Palms Casino Resort reopened in 2022, following a two-year, $620 million renovation that included redesigned guest rooms, new restaurants, a new nightclub, a redesigned casino floor and a miniature art museum. The Palms is the first Las Vegas casino to be fully owned and operated by a Native American tribe — the San Manuel Band of Mission Indians. The resort offers 703 guest rooms, featuring a collection of fantasy suites, and 170,000 sf of meeting and event space, including the 10,282-sf Grand Ballroom.

In September, Rio Hotel & Casino revealed the completion of the first phase of a $340 million multi-year, property-wide transformation, blending modern sophistication with a mix of affordability and luxury. The resort now boasts 220,000 sf of remodeled meeting and convention space, several new dining destinations within its new Canteen Food Hall, a revamped pool district (with four distinctive pools inspired by the beaches of Rio de Janeiro, Brazil) and a new exterior art installation.

In November, the JW Marriott Las Vegas Resort & Spa announced the completion of a $75 million multi-year renovation. Located in Summerlin, NV, a master-planned community on the western edge of Las Vegas, the property’s new design blends its existing Spanish Colonial architecture with more modern elements. With 548 renovated guest rooms that are oversized and equipped with new luxury bedding and elevated furniture, the resort also features more than 110,000 sf of meeting space, including the 14,409-sf Grand Ballroom.

Heading for a remodel this year, the Green Valley Ranch Resort, in nearby Henderson, NV, announced the next phase of its $150 million property-wide transformation with the upcoming renovation of its 495 guest rooms.

Even ahead of the remodel, Green Valley Ranch proved to be an ideal setting for the San Francisco-based tech software company Mixpanel, which held a 300-person global kickoff event there last March. Katie Bohrer, CMP and CEO of event planner Onwardly, says her client was looking for a property where they could do a buyout. “Green Valley Ranch was the perfect size for us,” Bohrer says. “We got to own the space. We loved that it’s off the Strip and without the distractions. This group likes to be outside, and the resort has great outdoor space. We did registration outside, and the breakfasts and lunches as well. When they went back inside to the meeting space they weren’t indoors for 10 hours straight.”

Mixpanel hands out end-of-year awards, and Green Valley Ranch has a spa and 71 suites — so the award-winners were upgraded to a suite at check-in and received experiences at the spa. The company had also asked the F&B team to be creative, as about a third of the group was vegetarian. For the year-end awards ceremony, lunch consisted of an ancient grains veggie bowl plate that could be customized with or without protein.

“The staff at Green Valley Ranch is excellent,” Bohrer adds. “We didn’t have to compromise on anything. Mixpanel has never rebooked a destination, so it was a big compliment that the meeting stakeholders were willing to rebook the hotel for 2025.”

No matter the meeting or event, Las Vegas and the surrounding area remain a top choice for meeting planners seeking world-class entertainment, plentiful accommodations and a surplus of meeting and event space. C&IT

Younger people might enjoy outdoor activities and competitive sports for teambuilding. Pictured: The Bradley Company held a sales event that included a hiking excursion at Moraine Lake in Alberta, Canada. Courtesy of Erin Elflein

Planning multigenerational meetings and events requires a thoughtful approach to accommodate the diverse preferences, needs and expectations of attendees from different age groups. There is a variety of strategies that all start with understanding the demographics and requirements of attendees, and planners can use surveys, polls and focus groups, among other tools, to inform the planning process.

“I think the key is to know your audience, know your options and think out of the box,” says Tanya Hillier Zuckerman, associate director, meeting management, Bayer US. “Don’t get comfortable with the status quo — everything is changing right now, and you have to stay current.”

“At Bayer, we have the benefit of knowing the crowd, so to speak,” she adds. “I think non-regulated industries have a bigger challenge, especially if they have to draw people to their conference or their competition.”

The meetings and events that Hillier Zuckerman plans for Bayer draw a mix of generations, she says. And that diversity in age groups adds to Bayer’s commitment to DEI when planning events. “We gather all attendees’ needs and requests in registration so that we can evaluate what is important and have them feel included and comfortable while attending,” she says. “Overall, our national meetings include the thought process of what will be a good experience for everyone.”

The first step, according to Hillier Zuckerman, is to review post-event surveys before beginning to plan for the next year. Then, you start researching to see what other companies are doing differently and what other innovations might benefit their meetings. “Then, we present ideas,” she says. “We have to be resourceful with our budgets, but also creative to make new experiences.”

One idea in designing an event or meeting that appeals to multigenerational attendees is to offer flexible scheduling so they can choose sessions and activities that best fit their interests and availability. By offering concurrent sessions and repeating the popular ones, you’ll allow attendees to explore beyond their own demographic.

The basics are also a good place to start. For example, to ensure that the event will be inclusive and accessible to everyone, provide clear signage and design accessible venues to accommodate older attendees and those with disabilities. It’s also important to consider the dietary needs and preferences of different age groups when planning meals and refreshments.

Hillier Zuckerman says that Bayer meetings are structured to include longer breaks, a variety of food options, different types of setups, later start times, shorter sessions and more movement. “There are a few general rules we like to follow that align with most attendees’ needs,” she adds. “For instance, we do not like to begin meetings prior to 9 a.m. Breakout sessions are not typically longer than 45 minutes. If they have to exceed that, we tend to break the meeting in half. We try to design the program around free time and ways for people to relax and engage.”

In addition, it is essential to offer an assortment of content that appeals to different generations, including a mix of presentation styles. It’s also vital to ensure that topics address the interests and concerns of each age group, alongside a variety of session formats to keep all attendees engaged. Options include interactive workshops, hands-on demonstrations and experiential activities, which can appeal to younger attendees, while traditional keynote speeches, panel discussions and lectures may resonate more with older participants.

“One of the strategies we try to incorporate is conference feedback after the [event] is concluded,” says Diane Quaresma, customer relationship manager for Bitfocus. “This way we can hope to gather information and make any changes and/or additions needed to make sure everyone is getting what they need out of our learning session.”

For example, she says they received a lot of feedback asking for beginner and advanced tracks. “We made this change to accommodate for newer customers learning our system, and more advanced material for long-time customers where we could dig deeper into data gathering, reporting and information sharing.”

Multigenerational Challenges

As a 20-year veteran of the global meeting and event industry, Carrie Davenport, CMP-Fellow, CEM, CSEP, and Lead Event Manager for Altria, agrees that the key to creating a successful multigenerational event is to truly care about everyone and listen to their individual needs. “You can do this through assessments, surveys, roundtable discussions or advisory groups,” she says. “But listen when people talk, and realize that events are not necessarily the ‘one size fits all’ of the past.”

Davenport says that, among the C-Suite, she is seeing a mixture of Baby Boomers, Gen X and Millennials converging. “It is an interesting time seeing ages 40+ in the highest positions and new ideas coming to life. It feels like a bit of a renaissance.”

Her job, she says, is to schedule offerings that can appeal to everyone. “For instance, I held an event dinner a few weeks back and had live music, but also table games of all types from differing time periods that would appeal to everyone. You could play poker, Uno or Catch Phrase, or not engage at all and just enjoy the music. I find that my offerings have to be more diverse to appeal to different styles of engagement,” Davenport says.

Sessions can also be designed to encourage intergenerational collaboration and learning. One goal is offering sessions that help facilitate knowledge sharing and mentorship between different age groups, which can help bridge generational gaps and foster a sense of community.

According to Davenport, it is very challenging to cater to all age groups, as learning styles, retention and desired outcomes are all very different. “For example, I still feel like Baby Boomers are wanting face-to-face connection and traditional learning styles like keynotes, while Gen Z wants technology and to ‘choose their own adventure,’” she says. “I don’t want to silo people into certain generations, because personality types exist throughout each generation, but I believe priorities are slightly different for each grouping.”

Networking that appeals to different generations is also a factor in planning multigenerational meetings. A variety can include structured events, such as speed networking or roundtable discussions, as well as informal gatherings, like social receptions.

Incorporating wellness activities into the event agenda, such as yoga sessions, meditation breaks or wellness workshops, can appeal to health-conscious attendees across generations, while focusing on sustainability appeals to a cross-sector of generations, particularly Millennials and Gen Z.

Quaresma says Bitfocus is adding a comfort room this year, which will “allow attendees to have a space to recharge, grab a snack, meet with others, return emails or sit and relax for a few minutes,” adding, “We believe this will be appreciated across all generations.”

Other aspects, such as F&B preferences, can be designed to appeal to different generations. “Action stations are our go-to for younger generations, whereas traditional generations tend to prefer a set menu, whether plated or a buffet,” Quaresma says.  Offering a blend of options can help attract different age groups. As for drinks, she notes that mixology and craft cocktails (or mocktails) are all the rage with the younger generations, whereas the older generations tend to enjoy beer and wine.

Planning offsite activities for different age groups can also be a challenge, according to Erin Elflein, a senior corporate event planner who has spent the last 23 years working for the Bradley Company — which is more than 100 years old.

Offering a variety of options is key to working with different generations, she says. In locations where Bradley has held meetings in the past, such as Mexico, younger, more active attendees might have preferred activities such as hiking and then swimming in a natural pool. At the same time, older generations might go for a more low-intensity option, such as taking a guided history walk, shopping or sailing on a catamaran.

Elflein says they have even done events with e-biking and then a bit of hiking. “We’ve done fishing in the ocean, lake fishing or river fishing,” she adds. “I’ve done an Olympic-type relay where they can participate in different levels.” Popular cross-generational options at Bradley events have also included activities such as WhirlyBall, which combines basketball, lacrosse, and hockey and bumper cars.

Cross-Generational Technology

It’s important to incorporate technology in a way that enhances the experience for all attendees with event apps, live streaming and social media to engage more tech-savvy participants, while also providing traditional methods of communication such as email.

Quaresma has adapted the conference app Whova to give attendees an optimal event experience. The app enables attendees to receive announcements, connect with other participants and view maps of the conference property. She says Whova can also be adopted by multiple age groups with features like game playing and surveys.

“I feel there are always challenges when it comes to planning meetings, as everyone learns at a different pace and has different preferences and styles of learning regardless of generations,” Quaresma says. “We try to make sure we have slides and recordings of sessions available [afterward]. We try to incorporate gamification, polls and slides for sessions that accommodate color blindness, and use larger screens and print if possible, so if anyone has limitations, we hope we can make sure our sessions are inclusive for everyone.”

Davenport advises planners to not let their bias count people out when it comes to incorporating technology. “I had a planning group in the past that said: ‘The people of that generation don’t want to use [a specific] technology.’ Yet, when I pushed forward anyway, it turned out they were big adopters of the mobile app and gamification. Underestimation is the antithesis of success,” she says.

The best approach is to implement feedback mechanisms to gather input from attendees before, during and after the event. Use this feedback to continuously improve and adapt your event to better meet the needs of a diverse audience.

“The key to creating a successful multigenerational event is to listen to and incorporate past conference feedback, take into consideration everyone’s learning needs and styles, as well as use technology to make the event as learning-friendly as possible,” says Quaresma. “We continue to learn our attendees needs and preferences and try to integrate them into the conference to make every year even better than the previous year.”  C&IT

DepositPhotos.com

In 2024, the American Society of Civil Engineers (ASCE) was forced to cancel its October convention in Tampa, FL, ahead of Hurricane Milton. “We have to consider health, safety and welfare above all else,” said Marsia Geldert-Murphey, who was president of the organization at the time. “This is not a decision we take lightly, because the annual convention is our flagship event. We have to prioritize the safety of our members, speakers and staff, as well as support the readiness of the community as they prepare for a major storm.”

ASCE consulted with the Tampa mayor’s office, the National Oceanic and Atmospheric Administration (NOAA) and local meteorologists before ultimately deciding to cancel the event. Once the decision was made, messages were sent to attendees to alter travel plans. The convention hotel sits near the water and was in an evacuation zone, and what made Hurricane Milton even more complicated was the fact that much of the Tampa area was still saturated from Hurricane Helene, which had hit the week before.

“While we’re all saddened to miss out on the chance to reconnect in person this week at our annual convention, we know this is the right choice for our attendees, the city of Tampa and a number of our members who will be working on hurricane preparation and response efforts,” said ASCE executive director Tom Smith.

ASCE is just one of many recent conferences and events impacted by weather. All planners had to do was watch the 2024 Olympic opening ceremony in Paris, which was four hours long and impacted by persistent rain that, at times, included ferocious downpours.

Held along the Seine River, this ceremony was unique, as it was the first time the event was open to the public — and the International Olympic Committee made sure there were ponchos for everyone, as well as a hospitality area where people could go warm up.

Global Warming Health Threat

According to the World Health Organization (WHO), global warming is the biggest health threat facing humanity, and rising temperatures also contribute to worsening air quality, which can make outdoor events difficult to navigate.

In a survey conducted by the International SOS Foundation, 65% of respondents reported that their organization had been affected by extreme weather in the past five years.

“Weather patterns of the past are changing, and that complicates contingency planning for all types of events, indoor and outdoor,” says Shawna McKinley, principal of Clear Current Consulting, a company that specializes in projects related to the environment, ethics, sustainability and corporate responsibility, with a niche focus on event and travel activities.

There are many different types of compounding weather incidents, “and it’s not just major storms,” McKinley says. “Fire, air quality, heat and extreme urban rainfall are causing disruption, too. And if you’re counting on the presence of snow or freezing temperatures to make a winter incentive attractive, that is also changing.”

McKinley is currently leading a research project studying the impact of extreme weather on events, and her findings show that Hurricanes Helene and Milton were made wetter and windier, and therefore destructive, due to climate change. The study also identifies 261 events that were disrupted by the storm, 25 of which were business-related.

“Of the events we’ve analyzed around the world, 70% have an attribution study that confirms the weather event was more intense, severe or likely due to climate change. For business meetings the correlation is even higher (at 80%) with 20% of cases not yet studied,” she says. “So, in short, there is overwhelming evidence that climate change is already fueling extreme weather that is disrupting events.”

The situation demands more attention early in the site-selection process, especially if timelines are long, McKinley says. “Planners should really be asking: ‘How might climate affect the location and timing of this event? Are force majeure clauses and insurance adequately covering the complex types of situations that might happen? Should I be looking at alternative formats, destinations and schedules? Are communication and cancellation policies in place if plans need to shift?’”

In addition, there is the issue of emissions. “Event professionals have an obligation to understand emissions sources from their own events, and take steps to reduce them,” she says.

Outdoor spaces can be the perfect choice for many events, as long as you plan for contingencies. That’s why you should always have an indoor option in case of inclement weather. Photo by Rebecca Davidson.

What Does the Contract Say?

This year, record temperatures reached new heights, and more extreme weather events — such as intensifying heat waves, floods and droughts — happened around the globe. So, what does this mean for the global meeting-and-event space? Will some destinations become too hot to host groups? Will others step up and lead the charge for better environmental sustainability?

With so much unknown in terms of climate change, it’s more important than ever for planners to seek adaptability when it comes to contracts. Every event contract should have a force majeure clause, which is a provision that allows either party to suspend or terminate the performance of its obligations when certain circumstances beyond their control arise, making that performance inadvisable, commercially impracticable, illegal or impossible.

If, for example, a blizzard prevents your attendees from traveling in for your event, force majeure could come into play. The challenge is that force majeure clauses often are worded differently, and even slight variations can lead to gray areas. In New York City, for instance, many event venues consider force majeure to be in effect only if a state of emergency has been declared. Make sure the parameters of this clause are clear from the onset, and you’ll avoid confusion later.

Go Home

As president and CEO of JDC Events, Jennifer D. Collins produces engagement-driven events — and the company always establishes a backup plan for any incidents that might arise. “We know that weather is intensifying and becoming problematic, so we expanded areas of our consideration, such as alternate locations, safe zones [and] communications of contingency plans for attendees, vendors and staff, as well as monitoring of forecasts as needed,” Collins says.

In fact, JDC uses a crisis communications plan that it customizes to address the specifics of each event. This includes defining roles/audiences/channels, preparing messaging ahead of time, monitoring and response and evaluation. “The goal is to ensure there is coordinated planning, response and overall management of the potential weather conditions and incident,” Collins says.

JDC has planned events during weather incidents, and one that stands out is Hurricane Florence in 2018. “We were planning a convention in Charleston, S.C., and the storm was expected to hit the area around the same time. Working in partnership with our client, we had a communications plan in place and coordinated the process for determining whether we would continue with the event,” Collins says. “Our team arrived several days before the Friday start date, and we continued to monitor the forecast, which included that it may turn out to sea. During this time…attendees, vendors and guests [continued arriving]. However, as we entered the main week, all models lined up that it could potentially become a Category 4 and impact the area, so we executed the evacuation plan for everyone to schedule flights and return home.”

Be Prepared

From June 4-7, 2024, Caesars Entertainment gathered a group of 120 meeting planners and members of its own staff for the company’s first-ever Global Wellness Summit in Las Vegas, NV. Starting with the opening reception (held at Nobu Villa in the Nobu Hotel at Caesars Palace), the event featured a range of activations all focused on health.

The summit also offered attendees the chance to connect with nature, with many expressing surprise that such scenic settings were only a short drive from the Strip. One off-site excursion was a favorite of many: a Hoover Dam Rafting Adventure on the Colorado River. The day of the outing was hot, with temperatures hitting 109 degrees Fahrenheit, but Caesars was prepared, providing sun hats, sunscreen, insect repellent bracelets, cold water and iced towels.

Another highlight of the summit was also a first for Caesars Palace: a sound bath meditation at the Garden of the Gods pool, with some attendees floating on rafts as they soaked in the rhythms. The entire experience had been scheduled to be held by the pool, but when the temperature broke the 100-degree mark, dinner was quickly diverted to a ballroom — again demonstrating the importance of a contingency plan for all aspects of an event.

Have a Plan B

Anytime Paul Tramonte’s company orchestrates an outdoor event, it always has a plan B with an indoor location. “Essentially, we plan the event in two locations from the start, including alternate floorplans, load-in and load-out timelines and a plan on how we’ll communicate to our attendees if there is a location change,” says Tramonte, principal designer for Paul Tramonte Events. “We agree in advance on a weather call time with the venue and our suppliers. Before making the decision, we look at multiple local weather apps and consult with the venue, plus we use our gut, too. With these plans in place, if we need to pivot to our plan B, it’s a smooth and quick transition for all involved.”

At a recent event in Orlando, all indications were that there would be beautiful weather, so Tramonte stuck with plan A for the outdoor location. “About 30 minutes into the reception, it began to lightly mist,” he says. “Some guests moved under cover nearby, and we had the servers pass wine so the guests wouldn’t go far. The banquet manager pointed to the quickly moving clouds and suggested we give it five minutes and it would pass. It was the longest five minutes of my life, but luckily he was right! The venue and our planning team quickly wiped down all surfaces and furniture, and most guests (and the band) returned,  and the event continued as planned.”

Contingency Plan

Experienced meeting professionals prepare for extreme-weather events by crafting a contingency plan that includes backup venues and activities. Consider the possibility that your event might need to be moved indoors or to another location entirely. Be sure to collaborate with the venue ahead of time to ensure that a joint plan for inclement weather is in place.

Also have contingency plans in place for anyone who has a speaking role at your event and might unexpectedly have to cancel, incurring delays. If you’re producing a meeting or conference, pre-establish alternatives for individual presentations. If speakers are participating as panelists, have your production team ready to remove chairs and other equipment from the stage.

When preparing for extreme weather at events, it is extremely important to create a list with numbers for local airports, hospitals and public safety officials, as well as attendees’ emergency contact details.

Again, communication is the most important part of putting a plan together for extreme weather at events. In the case of inclement weather, attendees must be notified.

Partner With the CVB

A convention and visitors bureau (CVB) can be a planner’s secret weapon. They are the boots on the ground in a destination, with the local contacts you’ll need if a meeting must be canceled or postponed due to weather. By looping them in early and partnering with them, a CVB can become an extended member of your team and will be an invaluable resource in dealing with weather situations. C&IT

Bartenders and waitstaff are often the first line of defense to handle any problems that might arise at an event. That’s why it’s so important that they have solid training, particularly if you’re short on help. Courtesy of Allison Beers

More than four years after the peak of the COVID-19 pandemic, the hotel and hospitality industries still have not fully recovered. That’s according to a survey of hotels conducted in 2024 by the American Hotel and Lodging Association, which showed that 76% of establishments are still face staffing shortages.

Although most venues say their staffing figures are healthier than they were at the peak of COVID, some still have not returned to their pre-pandemic numbers. And while they remain focused on hiring new staff, many have also ramped up retention efforts for existing employees.

At the Woodloch Resort in Hawley, PA, they have done both. Co-owner and vice president of sales, marketing and hospitality Brooke James says her team has worked hard to add to their workforce and provide incentives to employees who have remained with the resort.

“We’ve definitely experienced staffing shortages over the last several years,” James says. “We’ve done a lot of HR. We’ve worked with our team on ways to market to new staff, we’ve offered sign-on bonuses, a referral system. We’ve put a lot of energy into recruiting. It’s been an uphill battle, but we’re in a better spot than we were a few years ago.”

James says they incentivize their staff with special events such as “play days” (where employees can bring their family to the property) and morale-boosters that include holding trivia nights and bringing in comedians — “different things to make them like where they work,” she says, noting that the effect has been felt by all.

Woodloch has also limited the number of guests being hosted on the property, to ensure there are enough staff members to assist them. They’ve had to cut back on scheduling events and are still getting back into a normal routine where they can hold more onsite functions.

“We’re in a better spot as far as onboarding and new hires — we’re onboarding every week,” James explains. “International staff has been a lifesaver. When they are here, we can book to a fuller capacity.”

Changing Attitudes and Perceptions

Staffing shortages have an undesired domino effect on staging events. Vacancies mean venue staff members are often handling double or triple their regular workload, as newer employees acclimate to the venue’s policies and procedures. The comfort level and familiarity that event planners once had with staff at frequently utilized venues is gone, as they must now get acquainted with new employees — and the results have been mixed.

“I’ve been in the industry for 35 years and have never seen anything like it,” says Jill Garcia, president/CEO and chief inspiration officer of The Hutton Group in Pittsburgh, PA, referring to the overall lack of experience and professionalism she’s been noticing among new venue staff. “Where did all those great people who worked in the industry go? I think they’re bringing on a lot of new people who don’t understand the industry and what it means to be ‘hospitable,’” Garcia says. She also points out that attention to detail and a clear channel of communication — two musts in the industry — are largely absent as well.

Garcia mentions one instance in which her firm was finalizing details just a week before she was to hold a meeting of 600 people at a well-known conference hotel in Orlando, FL. It was only then, seven days prior, that the venue manager mentioned that one of the site’s ballrooms would be undergoing construction at the same time as the meeting!

Says Garcia: “I don’t think the attendees realized what was going on. The space was closed off enough that it didn’t seem to bother them. But I still have to pat my team on the back — it was quite a week of playing hide-and-seek with a gutted ballroom. Every time I heard a drill, I called the manager.”

Allison Beers, owner and founder of Events North in Traverse City, MI, says she’s also noticed newer employees lack the attention to detail that is second nature to more experienced staff.

“Stuff I haven’t had to worry about before, like no knives at the buffet — I’m seeing more and more of this. When you add up all of those little things, it makes an event just ‘okay,’” Beers says. Similarly, she has noticed a lack of urgency among new or inexperienced venue staff, who are generally slower to respond to issues.

“It’s killing me,” she admits. “I have a sense of urgency with all that I do, without looking alarmed. But I’m not seeing this sense of urgency when things are going sideways. Our job is to shield it from our attendees.”

Beers’ staff has had to step in to assist on more than one occasion, and one of her biggest challenges now is explaining to clients that she and her team can only do so much to ensure that an event is going off without a hitch. In the past, it’s been a strategic team effort between meeting planners and venue staff, but now it’s less of a pure 50/50 partnership than it was before. “Short of me just going back and getting what I need, it’s been a challenge. It’s been interesting, to say the least,” she says.

However, there is no single reason for these staffing challenges. Antoinette Gouveia is manager in the strategic meetings division at Cencora, an American drug wholesale company in Conshohocken, PA. She has worked with hospitality professionals for over 15 years and has seen the “blasé” attitude among hotel and venue employees firsthand — and she attributes at least part of it to a misguided perception of the meeting and event industry.

“People go into it thinking it’s a party, but they get into it and they’re working 16-hour days, when most of the work is done before they get onsite,” Gouveia says. Rather than simply “planning parties,” executing a well-run event takes much more than a creative theme and fun swag bags. Among a long list of other traits, event planning requires strong attention to detail, working well with others and the ability to think on one’s feet.

“People get into it thinking it will be an easy job, but it’s not,” Gouveia says. “But part of it is also how well the staff is treated. You treat your staff as well as you treat the event attendees. For me, it’s the same — if they’re happy, they’ll make my attendees happy.”

The Importance of Building and Maintaining Relationships

Relationships between planners and vendors are also more critical than ever. To that end, planners must be strategic and intentional when choosing a venue. John Hanks, Jr., owner of Make It Happen Events in Harrisburg, PA, says mindful selection of a site location makes the difference in how well an event will work.

“I try to pick the right venue for the right event,” says Hanks. “I don’t want my event to be one of seven things going on. You want to be somewhere where you are the main focus so the venue can focus their staff and resources on you. It’s important to find the right sizing for the event.”

Likewise, planners must focus on getting to know frontline staff and event/sales managers at each venue, so if a problem arises, there’s an established chain of command. Hanks makes it a point to introduce himself to staff members at the various venues he uses.

“If you’re in the middle of an event and a problem pops up, how can you find a solution?” he asks. “But I’ll introduce myself and find out who is who — who is the banquet captain or the maintenance supervisor, and establish that personal relationship so I know what our options are.” If a problem does arise, Hanks can contact the appropriate staff member, discuss options and troubleshoot a solution quickly.

“You’re using your experience to fix things, and I’ve found if you’re approaching things in a reasonable way, you usually have a willing partner,” he says. “The biggest thing is to set yourself up for success beforehand.”

Focus on Quality Over Quantity

For the most effective use of resources and manpower, some businesses are scaling back on the number of events they hold off-site. Gouveia says her company decided to hold smaller events (roughly 100 to 150 people) in-house but continues to stage larger-scale events off-site because of their networking potential.

Gouveia’s department has gone from holding 50 to 60 meetings a year pre-COVID to roughly 20 to 30 after the pandemic — and they are now being hosted in larger, more urban locations.

“I’m very aware of how hotels are staffed, so we’ll focus our events in larger areas, like Vegas or Dallas,” she says. “We’ve seen it [staffing] become better either because the staffing is better or the training is better.” Gouveia also insists that an event’s success greatly relies on how prepared the meeting site is.

“We try to make sure the hotel is as prepared as possible, and we try to explain to stakeholders why changing deadlines is as important as they are,” Gouveia says. For instance, last-minute menu changes or attendee cancellations are no longer a surefire quick fix. “We would explain that [changing deadlines] before COVID, but I think more people are starting to see it now.”

Working with travel directors has also helped to make staging events easier. Gouveia says partnering with these third-party logistics professionals has been a great decision for her company. “We bring them in specifically to support the meeting, to handle the registration desk, AV — and with the shortages, they can double-check to ensure everything is running smoothly.”

They can also be an extra pair of hands if needed at the last minute. Of course, this increases the event’s budget, Gouveia points out, but for Cencora, it’s been a worthwhile investment. Another tip is to write copious notes for venue staff.

Helen DeVaux lives by this practice. Like Gouveia, she is also a manager of strategic meetings with Cencora and stages large-scale events for the company around the country. She attributes the staffing issues to “frontline jobs — the servers and bartenders who did that work as a second job, and now after COVID, they decided they don’t want that second job anymore,” she says, adding, “There were some career servers and bartenders who knew what they were doing, but you’re not seeing that now.”

DeVaux calls staffing a “mixed bag” and says she understands why many venues are still struggling to fill key roles. “I think the hotel industry is still recovering and still trying to get the right people in key customer-facing positions,” she says, recalling an example of a plated dinner her company was holding at its Conshohocken headquarters.

“The day before, the caterer was in a bit of a panic because he wasn’t sure if he had enough staff to work the dinner,” DeVaux says. “We didn’t have the staff — we have a cafeteria, we don’t have servers. Luckily, he wasn’t short-staffed, but it’s very challenging, whether you are a local caterer or running a hotel. There’s maybe not a commitment to do that job.” She advocates for patience and overdoing it on the notes for the banquet event order, because in today’s environment, it could be a costly risk to assume that any element of an event will be in place and handled.

How Venues Are Addressing Staff Shortages

As they continue to recoup staff, hotels and conference venues are trying different methods to attract and retain workers. Hilary Vatter, SPHR, SHRM-SCP, CEBS, who works as a human resource manager at the Blue Harbor Resort and Conference Center in Sheboygan, WI, says the company essentially had to rebuild its team in 2020.

“We had a two-week layoff in June of 2020. We had a skeleton crew, but most of our hourly employees were laid off,” she says. Most of those employees found work elsewhere, and one returned.

The venue was at 50% turnover in 2020, but in early 2024, they were at about 36%. Openings are posted on both major and less-prominent job sites, and they work with a hospitality specialist to fill some of the higher-level positions.

Vatter explains the venue offers different training methods for new employees. First, an HR generalist meets with new hires one-on-one to review resort policies, safety and dress code. Upon completing onboarding, the employee is scheduled for their first day. “Either the supervisor, manager or director will train them one-on-one,” Vatter says. “They will also shadow a coworker so they know the policies, procedures and how to handle unique situations.”

A well-trained staff elevates an event and reduces stressors for everyone. At Blue Harbor, Vatter says, the majority of employees can handle most situations without calling on a supervisor or manager.

“Servers and bartenders are our front line — they handle the immediate situations,” she says. “Events here will have a conference services manager, or the group sales manager herself attends nearly all events to ensure things go off without a hitch.”

Additionally, there are three full-time captains and a food-and-beverage manager at every event. “Above the front-line staff, we have three higher levels as well as our sales team, who are there to assist,” Vatter says. The venue sends surveys to every group that books an event and asks for candid feedback so “we can identify areas where we need additional training or maybe just need to improve a process,” she explains. “The general manager reads every single one of them, as do I in HR. We take that feedback seriously.”

Despite the current challenging environment, planners still love being part of the industry. Garcia says she enjoys the fast pace and has a desire to put on a great event for her clients.

“I just knew from day one, when I walked into a hotel back in 1988, that I wanted to be part of [the industry],” she says. “I just love working onsite and watching it all come together. I love watching the attendees and seeing what we have created with our clients come together.” Garcia also finds it “so gratifying” when her staff’s hard work is recognized, though most of the kudos will go to the client.

Gouveia loves her job because “no two days are ever the same. You could do the same program year after year, and it’s always different. There aren’t many jobs where you get to be both analytical and creative. It also gives me a chance to travel more than I normally would.” C&IT

Tree-Fan Events focuses on using creative technology to make event spaces more immersive and inclusive. Courtesy of Anca Trifan

From 3D floor plans to audiovisual (AV) technology to artificial intelligence (AI)-powered event apps, new technologies have ushered in a new wave of creativity in event spaces — as meeting and conference planners capitalize on digital tools to push the envelope with interactive floor mapping, virtual reality (VR) integrations and immersive experiences.

“Planners are also always looking for ways to transform their event spaces, and technology allows that,” says Shanondoah Nicholson, marketing events manager with Landscape Management Network in Toronto, Canada.

In the last five years, the burgeoning presence of new technologies has prompted event planners to get more creative in order to adapt to an evolving industry — characterized by the incorporation of digital trends such as VR, AI, AV and mobile app technology into events.

According to Encore’s 2024 Outlook on Research and Insights Driving the Event Industry, some 93% of meeting planners intended to use immersive technology to engage attendees, so clearly the digital shift has caused them to push the envelope when it comes to event space design.

“I see a big trend in immersive experiences in social galas and events by using technology,” says Emilia Kim, manager, conferences and events, at Canada Health Infoway in Toronto. She cites interactive installations, which include experiences with tools such as touchscreens, motion sensors and other interactive elements that allow attendees to actively participate in the event and influence the experience.

“It’s about bringing people together in-person and welcoming technology into one space for a shared experience,” Kim says.

Anca Trifan, an event technology strategist based in Boise, ID, echoes this creativity in event spaces, noting that she “has embraced innovative technologies to transform typical venues into dynamic, engaging environments.”

“This evolution involves integrating digital and augmented realities, hybrid event formats, intelligent space-management tools and environments attuned to the emotional needs of participants,” says Trifan, CEO of Tree-Fan Events and host of the Events Demystified podcast. “These elements are crucial in redefining how spaces can be used to make events more immersive and inclusive.”

Trifan, who is also the Senior Manager of Strategic Partnerships, Event Technology & AI at Meetings & Incentives Worldwide, Inc., cites events such as the 2024 South by Southwest (SXSW) conference, where Meta’s Oculus Quest VR headsets were used to create 3D experiences, as an example of how technology can be used to play around with the event space to engage attendees.

VR Is Here to Stay

At the conference, which took place last spring, SXSW incorporated Meta’s Oculus Quest to provide attendees with interactive fitness and yoga breaks in the middle of the event space. Says Trifan: “These VR setups transport attendees to calming environments where they can engage in physical activities like yoga, or more dynamic workouts, providing a rejuvenating escape from the conference atmosphere.”

The trade show’s use of Meta’s VR is a testament to the fact that more and more planners are looking to the technology to boost their events, as it enables them to extend the constraints of the physical event space to create an immersive, 3D experience.

The 2024 Global Meetings and Events Forecast Report from American Express Global Business Travel — which surveyed more than 500 meeting and event professionals worldwide — corroborated this digital trend. It found that 41% of planners intended to incorporate virtual reality in their events this year.

VR and AR are starting to be used across the industry to provide immersive, interactive experiences for participants. According to some event planners, this includes AR-powered apps that can guide participants through the venue, provide information about speakers and engage them with interactive games or quizzes. AR can also be used to create amazing visual displays or stage setups, boosting the overall mood of the event and providing audiences with unforgettable experiences.

In some cases, VR/AR tech such as Social Tables has been used to create interactive floor plans. Concept 3D’s MapSpacer is another tool that enables planners to map out their event spaces and present 3D layouts. Kim notes that 3D floor plans have become increasingly popular among event planners, as they allow for better spatial planning and visualization of the event space.

Sometimes, these 3D floor plans are shared with the audience as an alternative to the simple floor plan offered in image format. “This technology enables planners to optimize the layout for traffic flow, seating arrangements and overall event design,” Kim says.

At the Canada Health Infoway industry conference, she adds, they use QR codes in augmented reality to further engage attendees. “We encourage our audience to scan a QR code on the floor to hear from the industry leaders who may not be available to physically attend the conference, or to save time from the plenary.”

A Multisensory Approach

AV technology has given event planners the ability to integrate a combination of elements, such as lighting, music and even various aromas, to tap into the senses of attendees and create a multisensory vibe. According to Encore’s research, meeting planners ranked LED lighting, scenic décor and upgraded audio and microphones as their top tools for creating engaging experiences.

At last year’s IMEX trade show in Las Vegas, NV, event professionals incorporated a mix of elements to engage the senses, including lighting, music and scents to create a sense of place for attendees.

According to Annette Moody, senior vice president of production at Encore, this speaks to the fact that it’s not always about mobile apps, VR or AI. “Even simple production additions can dramatically transform an event environment,” Moody says. “While some may think that an immersive or engaging event is something that requires only cutting-edge technology innovations, or only the biggest budgets, there is a wealth of creative possibilities available with the technology readily at our disposal.”

As another example, Nicholson cites Landscape Management Network’s annual user summit as a testament to how AV technology can be used creatively to customize the ambience of the event space.

This year’s summit, which was held in Orlando, FL, used a combination of lights and projection to create movements emanating from the company’s logo, which was suspended from the main stage. “It sets the tone for the rest of the event,” Nicholson says.

Trifan echoes the sentiment that the strategic use of color and dynamic lighting can profoundly impact the emotional atmosphere of an event. “Event planners are employing advanced lighting systems that can change the space’s mood to align with different segments of the event, such as energizing colors for networking sessions or calming hues for wellness areas,” she says. “These trends reflect a broader move toward creating more engaging, personalized and wellness-oriented experiences, leveraging technology to meet and exceed attendee expectations in innovative ways.”

Beyond using lighting to capture the ambience of the event, the summit also used lighted furniture to transform the space from the formal part of the event to the more casual reception. For Nicholson, this meant using the same space for multiple purposes. “It allowed us to reuse the space, instead of having to have a separate ballroom, which would have meant additional costs,” she says,

The Growing Prevalence of AI

While the simple use of AV tech continues to shine, we can’t overlook AI, which continues to span multiple industries and has been making a dent in the meeting and event space. The 2024 Global Meetings and Events Forecast Report echoed the growth of AI in the industry, noting that 52% of planners said that they intended to use AI in some capacity during the year.

There is a flurry of AI tools in the event planning space, such as PCMA’s Spark, which helps with various event planning tasks. Trifan suggests that event planners should “embrace experimentation” by exploring all of the options.

“AI in event planning offers a playground for experimentation,” she says. “Test various tools to see what works best for your needs. This could involve different technologies for attendee engagement or even layout planning.”

Tree-Fan Events launched an AI chatbot that simplifies the AV process for planners. “We are training this resource to deliver even more comprehensive AV support, aiming to further optimize our workflow and enhance the quality of the event experience we deliver,” says Trifan. “This AI tool has already proven indispensable for refining event themes and logistics.”

Kim points to a resurgence of AI-powered sensors and devices that can create smart event spaces that “can adapt to the needs of attendees in real-time.” For example, she mentions smart lighting and temperature control systems that can adjust themselves based on the number of people in a room, creating a more comfortable environment.

Opportunities abound for event planners to get creative in terms of how they incorporate technology into their event spaces. For Kim, this starts with having a clear understanding of your event goals and audience needs. From there, you’ll likely want to “explore tech solutions that align with these objectives, such as AR for interactive experiences or AI for personalized recommendations,” she says. “Planners may also consider the scalability and ease of implementation of the tech to ensure a seamless event experience.”

When it comes to using tech creatively in spaces, Nicholson advises planners to look beyond the industry for inspiration on how to use it to bring their event spaces to the next level.

“Many restaurants and some delivery services are using small robots,” she says. “Can you incorporate that into your attendee experience to help move people through your event?”

With advancements in technology, tech tools are becoming more accessible and affordable, even for those events with smaller budgets — and they certainly increase engagement and add a “wow” factor to any event space.  C&IT

Creating fun and tasty food options adds to the ambience of any event. And making them easy to grab on the go allows for more efficient networking. As an added benefit, you can also use snacks for company branding. Courtesy of Tracy Stuckrath

Food and beverage (F&B) is on the short list of the most important aspects of an event. However, in today’s environment, standard banquet fare is no longer, well, standard. Instead, planners are charged with providing unique, health-conscious F&B offerings that are tasty, align with attendees’ food allergies, dietary restrictions and preferences, and won’t break the budget.

At the same time, F&B is a great way for planners to get creative. Incorporating local or regional dishes, food, beer or wine tastings, or offsite excursions to iconic restaurants as add-on activities — these are all ways to elevate ordinary F&B while tying the event to the community.

“Planning food and beverage is all about creating an experience,” says Lakesha Moore, events associate with Chiefs for Change, an organization advocating for policies and practices that positively benefit students at the K-12 level. “You’ve got to balance taste with your attendees in mind. Think about dietary inclusivity, sustainable choices and keeping things fresh and fun. And don’t forget the coffee!” Also, Moore notes, the food should help tell the event’s story and match its “vibe” or theme. For instance, a black-tie fundraiser calls for an elegant plated dinner and passed hors d’oeuvres, while for a charity 5K, you would want protein-rich snacks rather than a heavy meal. For an event benefiting children, you might feature a menu for young and old alike, with finger and “fun” foods like mini-pizzas or a “make your own sundae” station. Mix it up and offer some unexpected dishes. “Look at diverse options, use seasonal flavors for some razzle-dazzle and keep the timing smooth to make the food feel like an effortless part of the experience,” Moore says.

Start at the Beginning

Like every other aspect of an event, F&B choices are driven by the budget. It’s important to talk with your client so you are both clear on the goals for the event, which will help with making decisions. “Food and rooms are my two biggest budget items,” Moore says, adding that the industry is in an era of doing more with less. Rather than dwell on limitations and what’s not possible, view budget constraints as another way to show your creativity and resourcefulness. “How creative can I get with break food or breakfast?” Moore asks.

Always have the amount of spend in mind. “The budget is always where planners need to start,” says Sarah Dyerson, global events lead for Cytiva, a provider of top life sciences brands. “Budget is always number one because certain styles or menus are more conducive to budgets — buffet versus plated, for instance. If you know you can only spend $30 per person on a meal, you know your limitations.”

Keep clients informed of costs. Food prices are rising everywhere, so that will have a trickle-down effect on events. Clients need to be aware of what’s being spent and keep an eye on the budget, so there are no surprises. “That’s a tough part for planners right now,” Dyerson says. “Planners are aware, but your client may not be. Prepare your stakeholders for those increases — typically 10 to 15% year over year — so there’s no sticker shock.”

Try negotiating prices to keep costs down. Dyerson often asks for at least a 10 to 15% discount on the current year’s menu. “F&B will increase the next year, so you can always ask for the current year’s pricing,” she says. Another cost-saving tip is to ask the kitchen if they can customize a menu based on your budget rather than using the meal packages they have available. This is a popular option for attendees with allergies or other dietary concerns. Finally, Dyerson has asked to partner with other events going on at the venue. “For instance, if there’s another group having a Mexican buffet, you can ask if your event can have one, to cut costs,” she says.

Always read contracts and review the terms so you clearly understand each expense (service fees, for instance). Only a portion of those actually goes to the servers, so Dyerson suggests having extra cash on hand for tips.

Reducing Waste

Besides getting creative, planners need to be conscious of how much food waste could potentially be generated. A plentiful buffet lunch could eliminate the need for afternoon snacks, while producing less waste. Many of these planning and purchasing decisions come down to speaking with stakeholders about their goals for the event. Look at items that can be cut back or cut out completely. “Remember we’re trying to create an experience,” Moore says.

Tracy Stuckrath, CSEP, CMM, CHC is a former corporate meeting planner and founder of thrive! meetings and events. She is also host of the “Eating at a Meeting” podcast. Stuckrath speaks and trains on how to serve safe, healthy and inclusive food at internal and external events. For budgeting purposes, she suggests ordering food — particularly snacks — on demand.

“Don’t order for every single person,” she advises. She also stresses that planners should always read the fine print on contracts or other binding documents, as there may be some hidden costs you (and, by extension, the client) were not aware of. “Download menus and ask for any other ‘planner guidelines.’ Look at the last page for the Terms and Conditions, because they will spell it out — if you don’t turn in your choices by a certain date, they’ll add a fee,” Stuckrath says. Many venues also won’t tell planners if there is a surcharge for an outdoor event. “Pay attention to the budget and those hidden or additional costs. Add them to the concessions and see how you can bring the costs down.”

Sustainability is another major concern. “People do expect things like sustainable utensils or locally sourced food,” Dyerson says. Ask the venue whether it has Environmental, Social and Governance (ESG) guidelines, and then find ways to incorporate them into the event. Some examples would be to reduce the amount of food waste, add more plant-based food options to the menu and develop a plan to give any excess food to a local organization. (Food donation should be planned in advance due to food sanitation considerations).

Know your attendees — how do they want to use their time to get the most out of the event? For example, a sandwich buffet could replace a multicourse meal so attendees can spend less time eating and more time networking.

Planning Challenges and Pitfalls

Planners need to be sensitive to attendees’ food limitations and “get more information from the venue” about menu options, she advises. If there is an attendee with considerable food allergies, what type of menu would make them feel comfortable? What would help them fully participate in the proceedings?

“Look at the historical data of dietary needs when pitching properties. Can they accommodate certain things? Will they work with you to design menus?” Stuckrath asks. Healthy food options are highly coveted — and people also want to know where that food is coming from. “COVID really opened up that door. People are asking: ‘What’s in my food?’ [and] ‘Where is it sourced?’” she says. “We don’t want to give up our sweets and snacks, but we want to be more focused and aware of what we’re eating.”

A venue’s attendee data can be helpful in other areas of F&B planning — namely, flight arrivals and departures. Stuckrath cites one instance of an event she worked on the West Coast which typically drew 750 attendees. Based on historical data, the client anticipated 450 people attending the closing luncheon, but it turned out there were only 300. “Many from the East Coast were hopping early flights to go home,” she says, and by paying attention to previous years’ attendance data, the client cut back on meals for that last event and ended up saving significant money.

Another pitfall many planners fall into is simply not asking enough questions. Venues cannot anticipate every need that every group will have, and planners often hesitate to even ask whether a request can be fulfilled. This goes both ways, as facilities’ catering departments often don’t think through an opportunity, so they might just automatically refuse, thinking they just can’t handle the request.

“Instead of just going through the CSM, talk to the food-and-beverage manager about what’s possible,” Stuckrath says. “Even on the sustainability side, venues are still saying: ‘We can’t donate leftover food or beverages.’ Discuss what the opportunities are for donating items.” The chance to succeed is lost when planners don’t even ask the question, or they fail to push back on the venue to find a workable solution.

And don’t lose sight of the “B” in “F&B,” as there are a lot of opportunities that often go overlooked when it comes to beverages.

Non-alcoholic drinks are a growing trend. Attendees want a selection of alcohol-free beers and cocktails, not just juice or soda. It’s a great chance for the venue to expand its menu selections and boost its bottom line. “Provide options as upscale as everything else being served,” Stuckrath says. “Why would you not take the opportunity to sell a $15 cocktail rather than a $5 soda?”

A Taste of the City

When all budgetary and dietary considerations are factored in, it’s time to think creatively. Moore says attendees are tired of the same old, same old when it comes to F&B. “One big thing attendees expect is something new — they don’t want the same old cheese platters or fruit platters. How can you get creative and still stay on budget?” This is where excursions to local eating and drinking establishments, or finding other ways to showcase local dishes, can be a perfect solution. “If you have the budget, go on a local food tour. Focus on ways to incorporate the city and its food into your F&B budget,” she suggests. CVBs and chambers of commerce are excellent resources for finding new, under-the-radar or iconic bars and restaurants in a particular region. CVBs or chambers often find these organizations have ready-made food, winery or craft beer tours in place, or they will work with planners to customize an F&B experience for a group.

When Mistakes Happen

Even with the most careful and thorough planning, meal fails can and do happen. “The biggest pitfalls are not ordering enough, missing the mark on dietary needs or not aligning mealtimes with event flow — no one wants a meal that’s rushed, delayed or cold,” Moore points out.

The best thing a planner can do is own up to the mistake and act quickly to fix it. Dyerson assigns a member of the event staff to handle F&B and act as the point person for any meal concerns. “The hotel or venue staff can go right to that person for the solve. Or that person is the only one communicating any changes. If things go wrong, it’s just best to say you’re sorry and try to find a way to fix the problem,” she says.

An issue such as not having a kosher meal prepared for an attendee who requested one might be a tougher solve. “Kosher and halal are the most difficult,” Dyerson says. “Kosher is especially difficult, so if there is a mix-up or mistake with meals, the staff can’t magically make a kosher meal.” As a last resort and quick fix, find a kosher deli nearby and run out for a meal.

When the event is wrapped up, an after-action meeting is a must, says Michael Gloekler, corporate communications and PR manager at McKee Foods Corporation, whose team organizes and executes internal events. “You will have key learnings for your team and … for your partners to mitigate any issues going forward,” Gloekler says. “Accept that nothing is ever perfect, but be willing to own mistakes and work to limit those going forward.”

It’s never a bad idea to keep a list of local restaurants or bars in your list of resources. That way, on the off chance an attendee was unhappy with the food, they can still have a good meal. The role of F&B at events cannot be overstated — so much so that Moore points out: “Attendees won’t remember if the bed was hard or the flight was late, but they will remember the food — that’s how important it is.” C&IT