Dan Adams is the founder of The AIM Institute and author of the books “Business Builders and New Product Blueprinting,” as well as the blog Awkward Realities and video series B2B Organic Growth. He is a chemical engineer with a listing in the National Inventors Hall of Fame. Dan has trained tens of thousands of B2B professionals globally in the front end of innovation and works with senior executives on driving profitable, sustainable growth. For more information, please visit theaiminstitute.com.

Once upon a time, your company’s founder was laser-focused on delivering superior, differentiated value to customers. Those customers had specific needs, and the company set out to fulfill them better than anyone else. But as the years passed and the business grew, that intense focus, well … drifted. Leaders got caught up in other priorities — say, tweaking productivity or quality, forming a powerhouse sales force, or acquiring other businesses.

If you allow this to continue, you’re left with me-too products. Customers start noticing your products are interchangeable with your competitors’. They demand lower prices, and you must comply. You have to cut your R&D budget to keep profits up. (Ah, the perils of near-term financial thinking!) Now, you’re in the “Commodity Death Spiral” … and you’re not sure how to reverse it.

If you can relate to this grim scenario, you’re not alone — I’ve seen it happen over and over when companies fail to make market-facing innovation their top priority. If you aren’t constantly working to create new products that deliver more customer value than competitors’ products, you’re eventually forced to compete on price. That way lies mediocrity, irrelevance, or even nonexistence. If you want to grow and thrive long-term, you’ve got to direct the lion’s share of your resources to market-facing innovation.

I’ve done research that bears this out. In a survey of 654 publicly and privately held companies, I found that on average, senior leaders allocate just 24 percent of their resources to market-facing innovation (product development). They spend another 16% of their resources on exploratory innovation (technology development), which serves to feed their market-facing innovation.

Here’s the kicker: More resources are devoted to these two types of innovation at companies growing faster than competition (43 percent) than companies growing slower (36%).

Companies that emphasize market-facing innovation tend to be headed up by Builders. In my parlance, a Builder is a leader who still thinks like a founder: driving profitable, sustainable growth by delivering differentiated value to customers, as they brush aside fads, short-term distractions, and financial gymnastics. Other types of leaders — most notably the type I call “Decorators” — focus on looking good to investors, quarter after quarter after quarter.

(To determine what type of leadership is driving your company, visit areyouabusinessbuilder.com for a quick and easy assessment.)

So why is market-facing innovation so vital to long-term success? Here are three reasons:

REASON 1: This is what exceptional companies do. For their book, The Three Rules, authors Michael E. Raynor and Mumtaz Ahmed analyzed data on over 25,000 companies spanning 45 years.1 From this, they identified 344 companies with truly exceptional performance. After extensive analysis, they were able to identify a small set of rules used at these companies, but not at lower-performing ones. These exceptional companies followed three rules.

According to Raynor and Ahmed, Rule 1 is “better before cheaper.” Their research showed the exceptional companies competed more on non-price factors like product performance, while low performers competed more on price. Rule 2 is “revenue before cost” — in a nutshell, it’s better to generate more revenue through growth than to try to cut costs. Rule 3 is “there are no other rules.” This confirms my findings: Builders focus on innovating for their customers (better before cheaper) so they can grow faster (revenue before cost).

REASON 2: We’re now in the Innovation Wave (so plan forward, not backward). Recent history has brought us three “waves”: the Quality Wave, started in the 1950s (associated with Dr. W. Edwards Deming and Toyota), the Productivity Wave (which grew out of Toyota’s success and featured Lean and business product design), and the Innovation Wave — which is the stage we’re in now.

The first two waves applied to current operations, so they reached a point of diminishing returns. What do you do next if you have zero defects or a fully automated factory? You immerse yourself in the Innovation Wave, which impacts future sales and has unlimited potential. Figure this out and you reach that holy grail of business: profitable, sustainable growth.

The key is to plan forward. Many generals have been guilty of planning for the previous war. Quality and productivity improvements are fine, but they were the last century’s war. Today’s battleground is the Innovation Wave, and the key to winning is superior market-facing innovation.

REASON 3: Nothing else drives profitable, sustainable growth. It’s a simple truth: Senior leaders have many initiatives to choose from, but only market-facing innovation can lead to profitable, sustainable growth. Consider how other popular initiatives fall short of such growth:

Productivity increases can improve profitability, but they don’t impact the revenue line needed for growth. A point of diminishing returns is eventually reached.

Quality improvements may help revenue growth, but not to the extent they did a few decades ago. Today, reliable quality is usually considered table stakes.

Cost reductions, when carelessly applied, can damage a business’s growth capabilities and have a negative — not neutral — effect on sustainable growth.

Sales training can boost revenue growth and lead to better pricing for increased profitability. But it lacks sustainability. If a business doesn’t keep delivering new value, customers will eventually buy from competitors’ well-trained salespeople.

Acquisitions will boost revenue and perhaps profits. But if the business doesn’t know how to grow the companies it acquires, it’s just building an unsustainable house of cards.

I’ve heard leaders say, “Last year we implemented productivity improvements, and this year we’re going to focus on market insight for better innovation.” Market-facing innovation shouldn’t be an initiative you turn on and off. Understanding and meeting market needs should define your company. This is what Builders do.

So, let’s say you suspect your company is in the Commodity Death Spiral. Is there anything you can do to turn things around? Yes — it won’t be easy, but you’ve got to start restoring the Builder’s spirit that brought you to the party.

It’s vital to breathe new life (and pour more funding) into your market-facing innovation efforts. This is non-negotiable if you’re to differentiate your offerings and stop competing on price. But also, you need to adopt the Builder’s mindset and start thinking long-term rather than trying to placate myopic investors.

This is a journey, not an overnight fix. But like the adage goes, every journey begins with a single step, and you shouldn’t wait another day to take yours. C&IT

Finding a unique way to capture attendees’ attention is important. Pictured: Bluewater’s Forbes 2022 Under 30 Summit. Courtesy of Scott Schoeneberger

In a world full of distractions, meeting planners have a taxing task: to move their attendees’ distractions to hyper focus. To engage a person in an activity that is particularly fun or interesting to the point where they can “tune out” everything else is an art form. To master it, the setting requires a comfortable environment where attendees can take an active role in the event, lending more time to think about its sole purpose.

Before a planner can capture attendees’ full attention, they must address life’s everyday distractions. From family to finances, technology is the number culprit, they have found. With mobile phones, tablets and so many other electronic items available in the market delivering a constant flow of emails, social media information and notifications, is it any wonder why attendees are having a difficult time focusing at their company’s event at all?

“Everyone’s got a million things on their mind,” said Scott Schoeneberger, managing partner, Bluewater Technologies, a Michigan-based event management company that produces corporate events. “You only have a few minutes at a time that you’re keeping people’s attention and then you have to recapture their attention again. Just being in competition with the whirlwind of everyday life is probably still the biggest challenge to keeping attendees’ focus and keeping attention.”

Overcoming Distractions

Dr. Jackie Mulligan, development director of Game Republic, the largest and longest established games industry network in the north of England, noted, “Distractions will always be a factor when we have our social, personal and professional lives in our pockets (in our smartphones). However, what I have noted at our Game Republic events is that, when at live events, attendees seem to be more in the moment, more present than I have witnessed previously.”

The reason for that, Mulligan noted is that “there is less sharing online and more sharing in person going on. This may be because the sector I work in is very digital and so in person events provide a chance to put down devices and focus more on making connections in real life.” The network runs 12 events a year and works with the industry on conferences and festivals curating programs, speakers and design related to video games.

One tactic Schoeneberger suggests is eliminating the distraction altogether. But while removing the devices from the equation may seem like the perfect solution to the problem, that’s not always possible. For many attendees, a smartphone means a direct line to their families. They need to be reachable at all times, most especially in case of an emergency. Asking attendees to put their cells in lockers during an event may not be realistic but to switch them to silent, or put them out of sight certainly helps. The goal is to focus on the business at hand: the content.

Distractions aside, a planner’s main objective is to provide engaging content. “If you don’t have a well thought out story and schedule, it’s pretty easy to lose people. Focusing on your content is critical,” said Schoeneberger.

Content is King

Content is king. Done well, even financial presentations that may be unavoidably boring, can wrap its content in a veneer of sailboats or golf courses — while just underneath its surface are spreadsheets, illustrations, charts and boilerplate plans.

Schoeneberger recalls a financial presentation by Mayo Clinic where Bluewater helped craft a story using the numbers and charts within a story arc to keep attendees engaged. “If you have great storytelling along with some really cool visuals that essentially present the same data that you were showing in just a spreadsheet on screen, one is going to capture a lot more of the audience’s attention and keep it. With the other, everyone is going to glaze over.”

Adding a thread of vibrant color to a meeting is important, but nothing is more critical than the content itself.  “Attendees value their time more than ever and meetings and events that do not support that value will result in lost confidence,” said Michael Clarke, senior director, B2B Events & Programs, Global Sales Organization — U.S. & Canada for Marriott International & Marriott International Luxury Brands.

Relevant, valuable and engaging content not only ensures your event’s success and helps keep your attendees focused, it is an important facet of a company’s reputation and a critical factor in achieving its business goals.

The content educates attendees, but for it to be captivating, the setting needs to be show stopper. Mulligan suggests providing comfort, hydration, pauses to process or apply learning and a call at the end on take-homes from the session. “Don’t balance them on beanbags or use gimmicks, relevant content delivered by the right speakers will always help attendees focus more than anything else.”

Clarke, whose team plans customer related events that span from 20 to more than 1,000 attendees, added other insights on how to retain today’s attendees’ attention. “They want to find solutions to their challenges more quickly, so therefore, they do not want to be talked at; they want more interaction time with their peers to discuss those challenges and learn how to solve them. Further, attendees do not want to always feel programmed at meetings and events. They want more choice, and they will determine if an event was worth their time if they are given more choice during their event journey.”

Brainstorming & Networking Breakouts

Some of the strategies his team at Microsoft uses for scheduling include more free time for brainstorming and networking during events. “We have shortened the length of breakouts, allowed for more interaction, which then also allows for us to offer a wider range of topics for them to explore than we have in the past.”

Clarke also emphasized keeping attendees involved in driving the content for discussion, including dedicated peer to peer time where attendees determine the topics they want to discuss. “We let them provide the topics then use the event app to communicate when and where these discussions will take place.  We have found that when attendees are able to share real-life experiences this enables deeper discussions and uncovers new opportunities for them.”

Focusing on expanded time for networking and working is also a priority and key to driving focus and engagement, according to Clarke. “We are building in more time for them to not only gather together as peers, but also giving them permission to work and stay connected with their offices and their customers during our meetings and events. This way they do not always feel like they have to leave the event to go and get work done because they have pressing issues or deadlines. We build areas in our event space where they can do that work rather than them going back to their guest rooms.”

Mulligan also believes leaving time for networking is vital to keeping attendees engaged in the meeting, as is mixing up the formats for education and learning. “Exercises or deeper dives into topics presented in shorter sessions are good. We are doing an event on XR and virtual productions, so we are mixing in presentations, panels and roundtables, alongside an expo too to provide learning and interaction, as well as tangible business opportunity, in one day.”

Higher Recall

While a good balance of sessions and networking is good, before planners get too far into content creation and providing different topics for attendees to discuss, they should think about whom they want to appeal to. Who are the attendees, and what can they stand to gain by immersing themselves in the content? Schoeneberger encourages clients to use a learning style dubbed VAK – Visual Auditory Kinesthetic.

“Essentially, what that says is that everyone learns and consumes information in a different way. Some people are very visual so they need charts, graphs, words on screen, things they see. Some are auditory; they want to be spoken to. And then some are physical, which can be implemented as writing, or engaging in some kind of motion like standing up and sitting down, things of that nature. So, when you combine all three of those, you end up with a much more compelling story. Your content will be taken up by a lot more people. There will be higher recall.”

Tools like interactive polls, Q&A platforms and virtual breakout rooms can be used to enhance engagement and focus. Microsoft drives interactions through its event app. According to Clarke, “We are significantly increasing the use of our event app technology to gain real-time reactions to content being presented on the stage. The use of emojis significantly tells us how they are reacting to the content being presented and allows the speakers to pivot to be able to address those reactions and make sure they are delivering what the audience is seeking.”

In addition, Microsoft is building more “play” into its events, Clarke said, “creating environments where attendees can physically come together and participate in interactive, not competitive games and activities that build on the content and the messaging, spurring creativity and solutions.”

While some planners like to engage attendees by having them use their phones, this activity can backfire. “I have never particularly favored use of devices if it does not add to the content or if it is not relevant,” said Mulligan. “The challenge when you ask an attendee to use their phone in a session, you risk losing their focus as a message comes in or it reminds them of something else they need to do.”

Bluewater specializes in event production, which can also be utilized to help attendees maintain focus throughout the day. “Spending a little bit on production is always encouraged,” Schoeneberger said. “It doesn’t cost a lot to bring some additional mood lighting and set the stage, bringing the lights down, changing lighting patterns. These are all things that are relatively inexpensive and can dramatically change the audience’s reaction and help recapture their focus in between different speakers or segments.”

It bears repeating that the most important component of a good content strategy is usefulness. Your attendees don’t come to your events to be talked at; they come because they believe you have something new and valuable to offer them. Breaking up this information with various elements, such as video, can help prevent attendees from losing their focus.

“You might want to strategically place a video at a point where you’ve been talking for a while,” explained Schoeneberger. “We can then dim the lights and everyone’s going to say, ‘OK … something is happening.’ And you can really crank the audio if you want. Louder tends to be better, especially if it’s good audio. And then you can bring the lights back up or it could be as simple as just the lighting cue change. People are going to sense that, so you’re creating more tension.”

One production tool that is trending, according to Schoeneberger is incorporating LED walls. “We want to see very clean, very nicely designed backdrops, whether it’s an LED wall or large-format LCD.” Along with high-resolution projection, the audio needs to be clean. “You need to be able to hear from all parts of the room. You don’t want to have echo.”

For clients using LED walls, Bluewater can create interactive games that can be projected in the lobby, for example. Those might include a giant LED floor with a back wall that has a digital game. By using sensors that track movement, games can be controlled by an attendees’ movement. Bluewater has had games deployed that are silly where you’re flapping your arms like a bird and that controls game play.

One of Bluewater’s clients, ImpactEleven, a speaker training and development community, stands out for Schoeneberger. “Even though they are in a much smaller conference space, than say a general session for Walmart, they pack the room, and they really spend time on the agenda, the schedule, the run of show. There are a lot of heartfelt stories that they incorporated throughout. The longest segment of uninterrupted content is maybe five minutes. And there’s some kind of visual like video. They pump up the audio. They change the light patterns. They really spend time on the mood. It’s loud, it’s colorful. If I had to summarize it, they treat it like a rock and roll show.”

The art of attendee engagement comes down to one thing: Great events serve a need. Planners should think about what that is and why it will cause attendees to not just hear it, but to share it with others.

The best way to keep them engaged and hyper focused on the content being presented is by using creative ways to make their lives and work easier. In the end, no matter what distractions may lurk around them, their eyes will be fixed on the content if they believe it has something to offer them. C&IT

Caribe Royale Orlando is a fabulous place to experience the Orlando magic. Courtesy Photo

The breathtaking beaches, warm sunshine, electric urban venues and amazing amusement parks. Is there any question as to why meeting professionals gravitate to the Sunshine State for meetings and events? The answer is simple: being under the Florida sun just sounds like fun.

Jamie Nance agrees. As meeting planner and executive coordinator at Acorn Growth Companies in Oklahoma City, OK, she recently helped plan the company’s corporate retreat, with several corporate meetings and events at Trump International Beach Resort in Sunny Isles Beach, Florida.

Miami

Every year, Acorn Growth Companies holds its corporate retreat as a way to show its appreciation to its team and their spouses. The company’s CEO picks the destination and he chose Miami for this year’s retreat. In years past, the corporate group has traveled to Mexico; Scottsdale, AZ; and Las Vegas, Nevada.

For the Acorn Growth Companies, it was important to choose a hotel that had plenty of activities on site, multiple restaurants, a spa, as well as a variety of meeting rooms. Trump International Beach Resort offered that and more.

The company’s largest event was held in Trump International Beach Resort’s Ocean Ballroom, complete with a surf & turf buffet and open bar. “The event was in the evening, and we had entertainment coordinated by Destination S. Florida/USA,” said Nance. “The entertainment included dancers, a DJ and music. We also had a dance floor, which came in handy. During the event, we also had a slideshow in the background.”

To scout the scene, Nance came to Miami three months prior to their retreat to tour multiple properties before making their decision. The Trump International Beach Resort had everything they were looking for, plus they were able to beat every other hotel’s pricing. “The City of Miami was welcoming and gorgeous. You cannot beat the Florida weather in February!” Nance said.

From her meeting planning experience, Nance recommended corporate planners take the time to tour hotels and meet with each venue’s event staff to ensure that they are partnering with the right property for their event.

“Think about the main focus for your event’s attendees and keep that the center of your event,” she said.

Trump International Beach Resort. Courtesy Photo

Another location that is known for high-end accommodations is The Trump National Doral in Miami. The property is sought after for its four uniquely designed golf courses. The LIV Golf Miami Team Championship just moved there. The property has 100,000 of meeting space, including the 24,000 sf Donald J. Trump Grand Ballroom.

For decades, Greater Miami and Miami Beach have proven to be the perfect destinations for corporate meetings and events. Miami is a top-notch destination with easy accessibility thanks to Miami International Airport’s 400+ daily flights and ACI World Health Accreditation. Additionally, the destination boasts flexible meeting spaces, has many opportunities for exciting outdoor exploration and provides a diverse array of hotels for all budgets.

After a $620 million investment, the Miami Beach Convention Center now offers innovative, state-of-the-art spaces for exceptional conventions, meetings and events. It exudes Miami Beach’s vibrant energy and is surrounded by various accommodations. Additionally, a new Grand Hyatt Miami Beach Hotel & Convention Center is in development, offering resort-style amenities to attendees.

Not far away, the Miami Convention Center boasts three theater-style venues with 5,000 seats, along with 28,000 sf of exhibition and banquet space, complemented by 17 meeting rooms. The Miami Airport Convention Center also offers convenient meeting spaces and easy access to the Miami International Airport.

Orlando

According to Emily Dunn, senior campaigns and events specialist at SAS, a data analytics company based in Cary, NC, the global events team at SAS recently worked with Hello! DMC to orchestrate SAS Innovate, the company’s flagship, in-person analytics and AI event for business leaders, innovators and industry trailblazers in Orlando. This three-day event featured inspiring keynotes, breakout sessions and roundtable discussions on the latest trends and technologies driving business forward.

SAS Innovate was built around the business audience, including executives, decision makers, line of business managers and business professionals. The content that SAS shared at Innovate was high level and focused on how analytics and AI can be used to help businesses thrive in times of uncertainty.

The company had an international audience and all of its key industries were represented, including banking, life sciences, insurance, retail, healthcare and public sector. Accessibility was key to SAS in choosing Florida for this event for its proximity to the company’s headquarters in North Carolina and easy connections for attendees from all over the world.

“Florida offers so many options for attendees to extend their business travel into personal vacations,” Dunn said. “We know ‘bleisure’ is a trend in the industry. Attendees no longer want to travel solely for work, they want to integrate fun into that time too. Orlando is a great destination to accomplish that with all the theme parks and golf courses nearby.”

Orlando has long been considered the number one meetings destination and most visited destination in the U.S. Its prime location, state-of-the art convention center, new luxury resorts, Michelin-recognized dining and world-class attractions are some of the main reasons.

One of the most anticipated new hotels in the city, Conrad Orlando, is set to open the end of the year. It will have more than 65,000 sf of space for corporate meetings and events. It will also be part of the 1,100-acre Evermore Orlando Resort, which offers an array of stay experiences from single homes to villas, flats and hotel guest rooms. Attendees can take advantage of the amenities in both locations, including several dining locations, a tropical beach, a lagoon and an aquatic adventure area.

For corporate meeting planners looking to uncover a Floridian escape where the sun is warm and the welcomes are even warmer, The Caribe Royale Orlando is another great choice. The resort completed a $125 million renovation, including a new lobby with an expansive skylight and a new 50,000 sf grand ballroom. The property now has 220,000 sf of total meeting space.

For a luxury experience that includes a breathtaking golf and spa resort surrounded by the Walt Disney World Resort, sophisticated meetings await at the Waldorf Astoria Orlando. It unveiled a new ballroom, which offers expansive pre-function space as well as an inviting covered outdoor patio — the ideal space to enjoy Orlando’s beautiful weather, while getting down to business.

Fort Myers

Fort Myers’ islands, year-round warm weather and white-sand beaches make for a great corporate meeting destination that attracts the maximum attendance to corporate meetings and events.

The city has embraced this year with a spirit of appreciation and tenacity as Fort Myers’ islands, beaches and neighborhoods remain strong in the region’s recovery from last year’s Hurricane Ian, which had far-reaching effects on its barrier island communities.

Many of the inland and waterfront areas were less affected by the storm. In fact, most businesses in downtown Fort Myers, Cape Coral, Estero, Bonita Springs and other neighborhoods are up and running, including the majority of the largest meeting hotels and resorts. Attractions, restaurants, parks and most of the beaches have reopened.

This makes the Fort Myers area a great draw for the popular blended travel opportunities. Meeting attendees want to make the most of their time when they travel, whether it be adding a leisure weekend onto their business trip or enjoying unique local experiences during the evenings after the meetings have concluded.

Gina Zappa, corporate meeting planner at Direct Travel, in Centennial, CO, recently planned a regional corporate meeting and team building event for the company in Bonita Springs, at the Hyatt Regency Coconut Point Resort, with 45 attendees staying onsite at the property.

“Southwest Florida is the perfect destination for our internal meetings, for a number of reasons. There are plenty of airlines offering short, convenient, non-stop flight service from the cities where most of our attendees fly from,” Zappa said. “Our event is always well attended, since it is in a beautiful area with perfect weather. The attendees are happy to depart the Midwest for a warm, sunny destination. Additionally, we wanted to continue to support the region, after the destruction from Hurricane Ian.”

Direct Travel is in the process of planning its third repeat corporate trip there at the end of this year. In partnership with the Lee County Visitor & Convention Bureau, Zappa has stayed on top of the reconstruction efforts, so she knows what venues are open for off-site events, restaurant recommendations and attendee engagement.

“The Hyatt Regency Coconut Point Resort is beautiful and continues to meet our meeting and event needs,” she said.

What’s more, a lot of meeting planners try to incorporate a corporate social responsibility (CSR) project into their agenda. Since the hurricane, volunteer opportunities around beach cleanup and restoration are very popular among
corporate meeting attendees.

Tampa Bay

Whether meeting attendees are outdoor adventure seekers, foodies, theme park junkies or sports enthusiasts, one of Florida’s most exciting destinations — Tampa Bay — has something for attendees of all ages.

Located in the heart of the city, the Tampa International Airport (TPA) is within close proximity to the downtown area and nearby attractions. TPA provides a significant quantity of non-stop flights to Tampa and they are very affordable. Recently, TPA underwent a major expansion of its main terminal and added a new rental-car facility. Phase two of its expansion includes new curbside express lanes, an atrium, a new pedestrian bridge and a 170-acre commercial development with two new hotels, all of which streamlines the travel process for meeting and event attendees.

Likewise, the Tampa Convention Center, in its beautiful waterfront location, showcases natural light, a stacked center design providing the ease of navigating the 600,000 sf of meeting and convention facility. The Tampa Convention Center is expanding the meeting space with its $38 million capital improvement plan. This innovative renovation project plans to improve customer service, increase efficiency and cost savings. Scheduled to be completed later this year, the addition will include renovated meeting rooms and new waterfront meeting rooms.

St. Pete/Clearwater

Located in the Tampa Bay area, St. Pete/Clearwater is home to more than 35 miles of white sand, award-winning beaches, warm Gulf waters and a world-class arts scene, alive with possibilities for off-site events and incentives.

The cities have boasted an influx of new mid-to-high end and luxury properties over the recent years, offering unparalleled hotel/resort options, Gulf-to-grill cafes, eclectic nightlife and unique beach communities — something for every corporate meeting attendee.

The Palm Beaches

Sun. Sand. Sea. The beautiful Palm Beaches is the perfect place to go and experience the top beaches in South Florida. From boating and other water sports, to high-end restaurants and art museums, there is plenty to explore off-site.

The Palm Beach Convention Center is a hub for events of all kinds, set right near Rosemary Square, a shopping and dining destination, which features 350,000 sf of meeting space. Large events can fit easily within their 100,000 sf exhibit hall. They also boast a 22,000 sf ballroom and 21,000 sf of flexible breakout space, which can be divided into 19 rooms.

There are 1,200 guest rooms within walking distance of The Palm Beach Convention Center, including at the AAA Four-Diamond Hilton West Palm Beach, which is attached to it. The hotel has an additional 29,000 sf of space available and it is currently undergoing a $25 million renovation with refreshed guest rooms, enhanced dining, a reimagined pool deck, a new lobby bar and more.

Last year, PGA National Resort and Spa in Palm Beach Gardens, FL, underwent a $100 million resort-wide renovation, including luxurious accommodations, all-new restaurants, legendary golf, world-class fitness facilities, a renowned spa, exceptional activities and attractions, and a distinctive selection of venues — including an array of outdoor options.

PGA National Resort and Spa offers a variety of event spaces ranging in size from 180 sf to almost 10,000 sf. With that variety and flexibility, they can accommodate groups from 10 to almost 1,200, depending on the company’s preferred layout and setup.

For a fun, group activity, the new Luxury Catamaran Cruise, hosted by Visit Palm Beach, is an unforgettable open ocean cruise — perfect for a sunset cruise, sightseeing, snorkeling or fishing.  For attendees looking for a fun and educational activity on the property, they can sign up for an interactive beekeeping experience, led by PGA National Resort’s beekeeper. Following the experience, attendees can see the honey in action throughout the resort in treatments at The Spa, and in drinks and culinary creations at the resort’s celebrity chef-helmed restaurants.

Jacksonville

Known as the “River City by the Sea,” Jacksonville offers a bit of everything at some of the most affordable prices in the state. Whether planners are looking for an unforgettable meeting experience at a boutique venue on their white-sand beaches or a large convention space amid world-class museums, Jacksonville offers different options. From unique dining destinations to a variety of nightlife, it is easy to meet for bleisure in this dynamic city.

Traveling to Jacksonville is convenient, whether flying or driving. Jacksonville International Airport offers non-stop flights to more than 30 cities, and two major highways intersect there: I-10 and I-95.

The city features more than 18,000 guest rooms for attendees and plenty of offsite venues. Large meetings may find a home at the renovated Prime F. Osborn III Convention Center, which features 78,000 sf of meeting space, which can be broken into two separate halls.

Naturally, meeting and event planners love Florida for its warm, sunny weather. The beaches, views and sites. The celebrity chef-helmed restaurants, amusement parks and award-winning venues with a flawless level of personal service create unforgettable memories for meeting and event planners and their attendees alike. But at the end of the day, planners want one thing: to engage and inspire their attendees. And the best place to be is under the Florida sun. C&IT

Two of Forbes’ large international events, the Forbes 30/50 Summit in Abu Dhabi and the Forbes Under 30 Africa Summit in Botswana utilized local planners, businesses and resources to ensure that the culture was woven into different parts of each event’s agenda. Photo by Colin Baldwin for Forbes / Courtesy of Leann Bonnano

It’s never been more essential to build a supportive and inclusive workforce. Corporations and companies of all sizes nationwide are focusing on diversity, equity, inclusion (DEI) and multiculturalism. In the meetings industry today, events professionals know that building an inclusive culture leads to higher attendee interest and team engagement. But how can they effectively integrate DEI initiatives in their events planning?

Organizations understand that diversity means more than race, ethnicity, language, class and gender. For that reason, they are not only proactively creating meeting environments where a variety of different voices are encouraged and heard, but considering the full breadth of diversity within the meetings and events space. This include, thinking style, generation, disability, personality type and sexual orientation.

Workplace behavior, including at corporate meetings, is rapidly changing to become more inclusive and diverse than a few years ago. Part of this change is a result of a fear of lawsuits, but another part of this shift is the natural result of having a more diverse workforce and roster of attendees, presenters and vendors.

Sandie Briscoe, MBA, SHRM-SCP, SPHR, chief executive officer at The HR Initiative in West Palm Beach, FL, said that, in recent years, the focus on DEI within the corporate sector has grown substantially. Previously, DEI was often seen as “check the box,” primarily for compliance.

“Today, however, there’s a growing understanding of the intrinsic value that diverse perspectives bring to problem-solving, innovation and decision-making,” Briscoe said. “Furthermore, with increased visibility and a more vocal workforce, organizations are recognizing that fostering an inclusive environment is not just the right thing to do, but is also vital for attracting and retaining top talent, and even for driving profitability.”

A study by McKinsey Global Institute, a global company providing a fact base to aid decision making on the economic and business issues most critical to the world’s companies and policy leaders, found that “nearly 40% of respondents say they have turned down or chosen not to pursue a job because of a perceived lack of inclusion at the organization.”

As Briscoe explained, meetings and events are a great opportunity to showcase a company’s commitment to DEI, as corporate gatherings are a direct reflection of a company’s values, culture and brand.

“By prioritizing DEI in these settings, corporations can ensure diverse perspectives are heard and reinforce their commitment to these principles to both employees and customers,” Briscoe said. “Additionally, diverse representation in events often leads to richer discussions, better outcomes and more innovative solutions.”

The Society of Human Resource Management (SHRM), as well as Charles Schwab conferences, do a remarkable job of having a diverse panel of speakers. More conferences have expanded their panels to be more inclusive. Briscoe has seen companies make sure that their meeting venues are accessible to people with disabilities. “While onstage, we have always tried to have diversity,” said Leann Bonnano, senior vice president of ForbesLive & Marketing in Boston, MA. “Pre-pandemic, it was difficult to find vendors who also reflected that. While not impossible, it made the process more difficult and required more research. Post-pandemic, there has been a large shift, not only in terms of intentionality of the entire industry to ensure we’re using diverse vendors, but planners are also connecting with and sharing those vendors across different platforms.”

Bonnano further stressed that, in the events space specifically, DEI is not just “nice to have,” but rather a crucial component to achieving success in both a company’s event and organization as a whole.

“That said, there can’t be a disconnect between your event and the values that you represent as a company. DEI is important across all facets of an organization,” Bonnano said. “As planners, we have many people to serve, but the core is our audience whom we provide with relevant content and impactful experiences.”

Forbes has taken strides in this space with the launch of ForbesBLK which works to champion and amplify the voices of black professionals, leaders and creators.

“Our audience development team works diligently to ensure that the events we host have a representative audience across the board, and our programming teams apply a DEI lens to discussion to both speaker recruitment and topics when developing agendas,” Bonnano said.

The ForbesLive team, which executes all of Forbes’ events, has worked to ensure that DEI is deeply ingrained in the ethos and core values of all of the events they execute. Their programming team works in tandem with editorial to ensure that they have diversity of thought and speakers on stage, while their logistics team is committed to hiring vendors that are minority owned, as well as ensuring that their venues can accommodate differently-abled attendees — whether that’s by providing sign language interpreters or special seating.

It’s important to note that often companies approach diversity in a reactive sense. They think about it once there’s been an adverse event. Instead, today’s companies should think ahead to the kind of attendees they want to attract to corporate meetings, and consider things like where the event is located, the presenters who will be included, and what kind of accessibility needs are being met so those with disabilities, sensory challenges, etc. will be able to attend a corporate event with little or no apprehension. Recruiting, selection and support systems should be built into a corporate meeting to enable the populations identified to attend.

Bringing diversity policies into every single step of the event planning is crucial. And, it’s not only about how you showcase diversity externally, but about power in the decision-making process internally. In light of that, today’s corporate meeting planners should focus on generational diversity and dynamics within the corporate meeting setting.

In fact, at many companies, generational diversity is a new, permanent and large component of diversity training, and because many employers are just now awakening to it, such inclusive strategies within corporate meetings are surging.

As Bonnano explained, having a DEI footprint is also hugely important, and it also means giving back to the community by driving and celebrating business success among the local population where an event takes place. Two of Forbes’ large international events, the Forbes 30/50 Summit in Abu Dhabi and the Forbes Under 30 Africa Summit in Botswana utilized local planners, businesses and resources to ensure that the culture was woven into different parts of each event’s agenda.

In addition to hosting events specifically targeted for underrepresented groups, it is important for Forbes as an organization to incorporate DEI as a horizontal strategy across all 100+ events that the company produces each year. For example, in its upcoming Sustainability Summit, Forbes will be hosting a conversation around how businesses can build resilience for people and the planet.

“The conversation will explore the responsibility to provide access to a living wage, supporting inclusive and diverse suppliers, among other relevant topics,” Bonnano said. “We have also greatly revamped and amplified our virtual offering in order to serve our audiences that are unable to attend events in-person.”

Embracing Challenges

DEI within the meetings and events environment is a relatively new concept. As a result, planners may face some unique challenges, resulting in some unavoidable mistakes when orchestrating a DEI-focused event.

In fact, a common mistake the Forbes’ meetings and events team sees is when DEI is not authentically integrated into the event with real purpose that ties back to the mission of the event.

“In addition, make sure that your event’s website, marketing and graphics showcase inclusive images. If the audiences you are marketing to do not see themselves in the event line-up, they will be less likely to get engaged and participate,” Bonnano said.

Being myopic when it comes to DEI is also a big mistake. There are plenty of examples where an event will focus on diversity in one aspect and fail in so many others. “DEI should be a part of the planning process from inception to execution,” Bonnano said. “For example, while we aren’t involved in the events of Fashion Week, it is a great source of inspiration and ideas. However, the conversation around lack of diversity from makeup artists to models has continued throughout the years. At some point, either a goal is created or a consultant must be brought in.”

One of the greatest challenges Bonnano faces when incorporating DEI in events is ensuring authenticity to the subject, community or audience, and making sure there is collective buy-in from all stakeholders that are involved in the planning so everything is aligned in accomplishing the same goal.

“Another challenge planners face is ensuring that your company stays committed and incorporates measurable goals for DEI,” Bonnano said. “We see that during times of economic uncertainty, DEI initiatives can slow down; however, we need leaders to stand by their commitments.”

Identifying diverse vendors in legacy parts of the business is not easy. Audiovisual (AV) is a prime example of this, particularly if you’re not in a large venue or hiring your own freelance crew. For instance, it’s tough finding a female who does AV.

Based on her expertise of incorporating DEI initiatives within the corporate sector, Briscoe said there are two common mistakes she sees event planners make as it relates to DEI within the corporate meetings environment. These include not continuously soliciting and acting on feedback from diverse attendees to ensure inclusivity measures are effective and tokenism, or including diverse individuals merely for appearances or to check the DEI box without valuing their input or giving them genuine responsibilities.

In that light, it’s imperative that planners receive the appropriate coaching and training on how to be an inclusive meeting planner. Corporate executives, business owners and leaders with a meetings and events department should also receive coaching on how to be an inclusive leader. Together, planners and their team members, including management level staff, can share best practices and help create ongoing DEI strategies for future corporate events.

Down the Road

Diversity and inclusion are topics that should be front and center of your events planning team. It should start behind the scenes, where the people making important event planning decisions are diverse. Building a team that brings together different backgrounds, networks and points of view will contribute to a richer a event.

“In terms of evolution,” Bonnano said, “the conversation around belonging is going to get louder and really push all planners to think about DEI on a broader scale.”

As society continues to evolve and interconnect,  her hope is for companies to move from just representation to ensuring deep-rooted equity and genuine inclusion. “This could involve more sophisticated training, advanced technologies to aid in inclusion, and a more holistic integration of DEI principles into every facet of corporate operations, including meetings and events,” Briscoe said. “Furthermore, feedback mechanisms will become more robust, and corporations will employ data analytics to measure and enhance their DEI initiatives.”

In the end, the more diverse a company is, the more diversity you will find in the venues, suppliers, speakers and content topics featured at the events. C&IT

Wailea Coastline Resort offers beautiful views of the Pacific Ocean. © Hawaii Tourism Authority / Tor Johnson

For meeting planners looking for Hawaii’s memorable Aloha moments, they can always count on the exotic cluster of islands to offer a unique blend of authentic Hawaiian hospitality and innovative tech to support them and their attendees.

The unique geography of the Hawaiian Islands makes it easy to get to Hawaii from both Asia and North America. Its multilingual, multicultural population and its diverse settings fill the meeting planning experience in Hawaii with endless possibilities.

From surfing, scuba diving, sailing and snorkeling to adventure rafting  and whale watching, to aerial views of volcanoes and inaccessible areas by helicopter, hiking in the rainforest, bicycling down volcanic mountains, kayaking tributary rivers and the ocean, as well as countless golf courses — Hawaii’s landscape offers leisure time activities that are guaranteed to make your group’s time in the islands simply unforgettable.

Since the destructive wildfires devastated the island’s western region in early August, Hawaii has been working on superdrive trying to open for business. Although the meeting industry has been slow to return out of sensitivity to locals, West Maui is now open.

“Hawaii and the Hawaii Convention Center are open for meetings and convention business,” assured John Reyes, senior vice president and chief MCI sales officer of Hawaii Visitors and Convention Bureau.

The Hawaii Tourism Authority advises travelers to check with individual accommodations, activities and businesses in West Maui for their availability and hours of operation.

Giving Back to the Earth: Capturing the Spirit of the Hawaiian Islands

Without doubt, pent-up demand for gatherings in tropical destinations infused with natural beauty, expansive outdoor spaces and lush landscapes has contributed to Hawaii’s hearty resurgence in bookings among business travelers. And for good reason. Attendees can expect to experience what has always defined the spirit of the Hawaiian Islands — “the Hawaiian value of hookipa,” said Reyes, explaining that, “Hookipa is the hospitality of complete giving, unselfishly extending to others the best that we have to give and welcome even strangers with aloha.”

Hawaii is all about giving back. Their Malama Hawaii campaign is a corporate social responsibility (CSR) program that provides discounts and special offers to travelers who participate in a voluntourism activity. Simply put, malama means to take care — of our earth, each other and ourselves. Each of their six dramatically different Hawaiian islands offers its own brand of malama programs with the goal to offer attendees “a chance to engage in authentic cultural experiences that create opportunities to connect with community and culture in profound, meaningful ways,” said Reyes.

Through a myriad of partnerships, participants discover how to preserve and protect the planet for future generations. Alohilani Resort Waikiki Beach has a Hawaiian Legacy Reforestation Initiative to plant 100,000 trees in its ‘Alohilani Forest in a commitment to re-forestation, which has become more important than ever. Three’s Bar & Grill partnered with Pacific Whale Foundation to share detailed information and insight on the sustainable seafood practices, as well as insights into the history of Maui.

Whether joining in a beach cleanup like that offered at The Kahala Hotel & Resort on Oahu, building trails, clearing weeds and planting trees with Wailoloa Dry Forest Initiative in partnership with the Fairmont Orchid, or committing to Hawaii Island’s “Pono Pledge,” participants are invited to be safe, responsible, and respectful to each other and the environment while enjoying the bounty of the island of Hawaii — in other words, practice mindful, regenerative travel.

In addition to launching the Malama Hawaii campaign, Hawaii Islands has initiated a host of hotel expansions and renovations, together with culinary tours and restaurant openings, attractions, festivals and activities.

Hawaii Island

While planners might not opt to hold a meeting on the summit of an active volcano, meeting-goers do have the option of exploring one of nature’s greatest wonders and a designated UNESCO World Heritage Site at Hawaii Volcanoes National Park on Hawaii Island, the largest of all the islands combined in the archipelago. Acclaimed by National Geographic as one of 50 Ultimate Road Trips in the World and Rand McNally’s Best of the Road, a drive around the island showcases eight heritage sites with historical, cultural and environmental significance.

Voted one of the best hotels on the Island of Hawaii by U.S. News & World Report, Mauna Kea Beach Hotel, Autograph Collection, offers timeless appeal spanning 60 acres on the golden Kohala Coast. Developed by conservationist and venture capitalist Laurance S. Rockefeller as the island’s first resort, the hotel opened in 1965 and became a member of the Historic Hotels of America in 2016. Hospitality begins from the first moment attendees enter their property. A complimentary in-room welcome amenity, fresh flower lei, cold oshi-bori (wet hand towel) and tropical juice is available upon arrival.

Whether planning meetings for 20 or up to 800 people, organizers have a host of flexible indoor/outdoor space options enhanced by the natural beauty of the property’s surroundings. Group services highlight the island’s legendary aloha culture of service and hospitality through the assistance of onsite catering, complimented by the resort’s four restaurants: the beachfront Hau Tree, open-air Manta restaurant, clubhouse Number 3 Restaurant and the Mauna Kea Luau, voted the number one Big Island Luau. In addition, they have a full-time concierge for meeting and activity planning.

Creative meetings are supported by a full slate of activities ranging from the beach and top rated Seaside Tennis Club to their two award-winning 18-hole golf courses. Also included is a 2,500 sf resort fitness center, The Mauna Kea Spa by Mandara, offering Balinese and Hawaiian-inspired therapies, resort shopping and cultural activities like Hawaiian hula lessons and a free Mauna Kea Collection Art Tour. They also have nighttime manta swims and an “Icons of Wine” dinner series and wine tasting events.

When Kerstin Warwick, director of programs at Cain Travel, Meetings & Events in Boulder, CO, announced the site of her technology/software client’s incentive meeting for 120 people, “The qualifiers were very excited and those that had qualified in past years were disappointed they hadn’t qualified this year,” she said. Which meeting location made the cut? The Westin Hapuna Beach Resort on the Island of Hawaii, voted number five hotel on the Island of Hawaii. “The client was looking for a tropical, exciting destination within the United States and Hawaii is always a crowd pleaser,” said Warwick. “We selected The Westin Hapuna because of the updated property and golf courses. The special touches we were very excited about were the cultural experiences.”

The property, which underwent a $50 million renovation five years ago, offers 85,000 sf of newly refreshed function space perfect for meetings. Planners can celebrate 90 to 900 of their top performers, both outdoors and indoors, in style. Seven available venues include an 8,000 sf ballroom for showcasing superstars. For an evening cocktail reception, planners can opt for an event in the courtyard or the pre-function entryway of the Hapuna Ballroom.

Breakfast starts at Ikena Landing, while fresh, local foods enhanced by the hotel’s on-site, half-acre garden, feature Mediterranean-inspired cuisine at Merida. Attendees are encouraged to stop by Piko Coffee + Bar for a pick-me-up morning latte or Naupaka Beach Grill poolside after an afternoon swim in the 6,800 sf freeform family pool or an adult-exclusive infinity pool overlooking Hapuna Beach. A plethora of cultural activities encourage meeting attendees to embrace the culture and customs of the island, such as the resort’s Aloha Ambassador at the Hapuna Beach Lawn, or participating in lei making and hula lessons.

Oahu

Iconic. Luxurious. Serene. Oahu’s Halekulani may be located in the heart of the island, but “you do not feel the hustle and bustle of Waikiki, which is steps away from the hotel,” shared Geoff Pearson, former director of sales and marketing. “When on property, a different vibe takes over, which has been called an oasis of tranquility.”

As a valued destination for meeting-goers, Hawaii offers a compelling package. Beyond its tropical breezes, endless sunshine and landscape beauty, “The geographical location makes it a perfect destination for east meets west travelers both domestic and international. Being on the island of Oahu, everything is within reach — the Convention Center is approximately one mile away from Waikiki and the Honolulu International Airport is 11 miles or 25 minutes away from town,” explained Pearson.

Halekulani (“House Befitting Heaven”) has welcomed attendees with graciousness and hospitality for over a century, said Pearson. “Our hotel is known for its open flow and spaciousness. Here at Halekulani, there is no standing in long lines at check in.” He continued, “We completed a restoration of the hotel focusing on the physical infrastructure, public spaces and guest rooms.”

The hotel also reopened House Without A Key, an ocean view restaurant with a shaded outdoor bar, state-of-the-art exhibition style glass kitchen and contemporary furnishings that complement the setting. It is a great place to watch some of the most spectacular sunsets in Waikiki and features live Hawaiian music with hula performances, small bites and signature cocktails.

Other onsite dining includes Hawaii’s only AAA Five Diamond and Forbes 5 star restaurant, the elegant La Mer, inspired by the flavors of southern France, and Orchids, noted for its casual elegance serving coastal Italian cuisine.

When not in meetings, attendees can find plenty of ways to feel restored and rejuvenated, from walking on the beach and doing yoga to heading to the award-winning Spa Halukalani for beauty and body treatments. For a more cultural experience, attendees can experience their Halekulani Fine Arts Collection showcasing local artists throughout the hotel. A variety of versatile indoor/outdoor meeting spaces range from the 4,300 sf ballroom with unobstructed views, to the Hua Terrace & Lanai offering 5,000 sf for up to 120 guests against the stunning backdrop of Waikiki Beach and Diamond Head, to smaller venues, such as the 364 sf Executive Conference Room with state-of-the-art technology.

Hyatt Regency Maui Resort is a paradise set on Ka’anapali Beach. Courtesy of Hyatt

Maui

Maui is perfect for bleisure. When not in meetings, attendees can explore the most enchanting corporate reward experiences on the island. With a rich landscape, there is plenty to do to take in all the natural beauty. The Halekala National Park offers hiking opportunities to Iao Valley, where you can explore its rich cultural history or take a daytrip to lanai, which is known for pineapple farming.

Sitting on 40 acres of Ka’anapali Beach is The Hyatt Regency Maui Resort and Spa, where attendees can take a swim in one of six free-form pools with waterfalls, relax in a private beachfront or poolside cabana enhanced by food and drink service. They can also enjoy scenic ocean views while relaxing with a luxurious body treatment, lomi lomi Hawaiian massage or refreshing facial at Kamaha’o Marilyn Monroe Spa.

Attendees can take advantage of Hyatt’s Recharge and Restore package, which provides three nights of exceptional accommodations in the resort’s stunning Presidential suite, a variety of fitness activities including a one-hour personal training class, and a yoga and meditation session. For a more personalized workout experience, rooms come equipped with a Peloton and free weights.

Hyatt Regency Maui Resort and Spa’s 779 guest rooms include 31 suites, all featuring private lanai with glass balconies offering mesmerizing views of the Pacific Ocean, West Maui Mountains, golf courses or lush gardens. Dining concepts are all open-air/outdoor venues and feature a variety of cuisines infused with island flavors: Japengo (Asian), ‘Umalu (American), Son’z Steakhouse (USDA prime cuts and fresh seafood) and more. Their Drums of the Pacific Lu’au features an authentic lu’au and dining experience on Ka’anapali Beach.

When it comes to meetings, both Maui and Oahu have a natural setting that would work well for larger outdoor meetings, allowing for a productive and uniquely Hawaiian business presentation. As a result, the hotel meeting team has introduced a new user-friendly tool, the Hyatt Planner Portal, “a one-stop location” for viewing information pre-,  during and post-event.

With immersive cultural experiences, such as hula lessons and lei making, plus rooftop stargazing and wildlife tours, planners have the ability to create a uniquely magical event. Hyatt offers 100,000 sf of flexible function space, including 27,000 sf of indoor meeting space and 10,000 sf of pre-function space.

Four Seasons

Exclusivity, luxury and privacy abound at Four Seasons properties in Hawaii, regardless of island location: Oahu, Lanai, Maui or Hawaii Island. Each destination honors the timeless traditions of Hawaiian culture through site-specific experiences rooted in the family lore of local tour guides.

Sophisticated dining, world-class amenities and curated programs are purposely designed to celebrate top performers, ensuring that each attendee feels individually recognized and rewarded. Tailored tasting menus crafted by a Michelin-starred chef, sailing onboard a private luxury yacht and exclusive VIP tours are among the boundless possibilities for creating unique, memorable events.

Multi-functional, state-of-the art spaces in private settings, along with customized breaks that might include a yoga session, cooking demo or afternoon sail combine to produce a top-notch meeting experience. For those attendees interested in stargazing, the Four Seasons Resort Lanai has an observatory with stargazing and cultural programming.

The Four Seasons Resort Sensei Lanai offers sports performance packages for golf and tennis enthusiasts, as extensions of the resort’s Optimal Wellbeing Program that uses a wearable Whoop strap, which is a fitness-tracking and fitness-coaching device that analyzes each guest’s unique real-time fitness, sleep and recovery data.

The state-of-the-art Hawaii Convention Center offers 1.1 million sf of space, a wide variety of amenities and attractions, and unique culture and hospitality, making Hawaii unlike any other destination.

“Hawaii provides the backdrop for a MICE program that will truly rejuvenate, refresh and invigorate your attendees,” concluded Reyes. C&IT

DepositPhotos.com

Every event has nuance. Every event has a different purpose and theme to ensure it is memorable. And while all events require effective planning, adaptability, and a focus on the needs of attendees and stakeholders, when it comes to the pharmaceutical meeting and event space, it is more than just nuance.

What makes pharmaceutical events so interesting is that each type of pharmaceutical program has different types of events and attendees — from investigator meetings, which are held during the research and development process, to product launches, which are often company wide, to national sales meetings that are post-launch and more into the sales and marketing phase of new products.

With that in mind, meeting planners must know the needs of each type of pharmaceutical event and who will be in attendance. But, regardless of the type of event, all should have ample opportunities and experiences that make for a spectacular and memorable event.

“The tactics for creating a dynamic meeting with engaging content are relatively the same for the pharmaceutical industry versus other industries,” said Pat Schaumann, president of Schaumann Consulting Group in St. Louis, MO, as well as author and founder of the Healthcare Meeting Compliance Certificate. “The key is to ensure you take the time to know your goals and objectives, as well as your audience’s.”

The pharmaceutical industry is ever evolving. So, staying abreast of the latest industry trends and incorporating them into the event can be challenging. The industry frequently introduces new therapies, technologies and regulations. That means meeting planners and teams may be dealing with complex regulations, in addition to logistics of an event and its attendees.

Those rules and regulations often affect what planners can and cannot offer at a pharmaceutical meeting, according to Lynn Arnett, Cvent senior client success manager in Cincinnati, OH. Arnett works with planners from pharmaceutical companies such as Abbvie and Astellas. She specifically noted, “The Sunshine Act requires any transfer of value to be reported, and other voluntary codes such as the PhRMA Code dictate the type  of hotel you can use and the perceived value of interactions with healthcare professionals.”

Budgeting Challenges

While 90% of the pharmaceutical industry is back to live meetings and events, the higher costs of everything from AV to food and beverage is changing the way some meetings are organized.

“Since the budgets have remained flat, taking into consideration significantly increased costs means we need to do a lot more with a lot less,” said Misha Tsirulnikov, director, international lead, Global Medical Srategic Operations for Gilead Sciences in Foster City, CA. “Allowances have largely remained flat for nearly a decade, so our ability to provide exciting and innovative menus for our attendees has been greatly reduced. And while production budgets remain flat, we are able to navigate around some of these hurdles creatively. For example, holding programs in cities and countries that do not charge premium yet deliver both on service and experience.”

Along with the added costs for meetings, there is increased scrutiny about in-person meetings and more focus on ROI. ‘What should I learn?’ ‘What new skills will I acquire?’ ‘What additional new connections can I make?’ These are all questions being raised by attendees.Time is at premium and so they are very selective as to what they say, ‘Yes’ to.

There is also a much greater focus on business needs, as well as environmental impact of attending a meeting. Hence the question, ‘Can I attend virtually instead and still achieve the same outcomes?’  And, not every request for travel is approved.

Higher costs are affecting the meetings Pat Brown plans for the Hemophiliac Federation of America (HFA), including its annual symposium. “Our sponsorships have gone down a bit in terms of our meetings. Drug companies that are big sponsors like Sanofi are starting to sponsor a little less because of the cost.”

Some healthcare and pharmaceutical companies have a maximum allotment for meals they can cover. So, they can only spend so much per person. “That’s creating a challenge for them, which in turn creates a challenge for us. Because if they don’t sponsor that meal, then we have to,” said Brown.

Driving Engagement

Providing high-quality, relevant content that addresses the latest developments, research, and trends in the industry is a constant challenge, according to Schaumann. “Keeping attendees engaged with informative and valuable sessions is crucial.”

In order to create engaging programs that drive business results, companies need to know their audience, according to Arnett.  “Understanding your attendees and your objectives for the meeting will define how engagement within the meeting is created. Build out what the attendee experience will look like based on the business objectives for the meeting and what your attendees’ goals and objectives are for the meeting.”

Today, attendees expect some aspect of digitization at meetings, such as content available on demand to watch later. “This is especially important for pharmaceutical meetings where training and education on products or clinical trials is so critical,” Arnett explained. “Many also expect content to be more personal and relate to their goals and objectives. So, creating communities where attendees cannot only connect but also have access to content that is relevant to their field or therapeutic area is also key.”

Arnett proposes pharmaceutical companies analyze the meeting types and audience. Then, create a strategic framework of how they will engage with the attendees before, during and after the meeting or event.

What technology will you use and then how you will measure the success and effectiveness of the meeting? Look at your tech stack to determine if you have the right types of engagement for each meeting type. If you are conducting testing and certification for specific clinical trial assessments or scales, look at how you can automate this testing if they are done on paper. Automating assessments can provide real time results on scores and also provide additional data on areas where clinical trial staff may need further training.

Creating more dynamic education sessions that reinforce key learning points and keep the audience engaged is critical. Some options include the use of apps, polling questions, gamification, AI/AR/VR, Q&A and providing network opportunities through community features.

Placing sessions on the show floor, so attendees can easily transition between sessions and exhibitor booths, also creates a seamless experience and maximizes their time. Other tactics include encouraging speakers to use interactive elements such as live polls, hands-on demonstrations and mixing up the format of education sessions — from panel discussions, workshops to debates. Also, surveying attendees in advance to understand their preferences can help steer content.

To foster engagement, companies should use mobile apps with the attendees pre meeting, during the meeting and post meeting. “Finally, you need to determine how you will ‘activate’ attendees and measure the ROI for the meeting,” said Arnett, who stresses that getting attendees to take action based on the meeting objectives takes proficiency in pharmaceutical event planning and a rich history of continued success.

It’s not just event planning or the pharma event space that planners need to keep a very close pulse on. It’s about healthcare professionals’ sentiments. How they want to learn or engage with your organization. What different types of meetings and events they want to attend. This understanding will help shape not just the event itself, but how you begin the planning process. The first step is deciding whether it is a virtual or  an in-person meeting event.

Stacey Sheppard, senior marketing manager at Cvent, said, “There are certain types, specifically in education, where virtual meetings meet the needs of healthcare professionals — where they can learn on their own schedule without a time and a place and the need to travel. But then, there are other event types — congresses and other conferences — where they really do rely on that face-to-face interaction to learn from one another and share best practices. That’s the organic magic that you just can’t replicate through virtual or digital.”

Like any other event, pharmaceutical meeting planners want their attendees to have an amazing time. Even though they never notice all of the behind-the-scenes maneuvering, attendees expect some downtime.

“Traditionally, our conference has breakfast start at 7am and dinner ends at 9pm,” said Sheppard. “We’re trying to build in some networking time, also some downtime for people so that they won’t feel like that they went to a city but didn’t see the city.”

Pharmaceutical meetings require both forethought and post-meeting assessment. Arnett offers planners some self-assessment advice:

Investigator Meeting

Activate the physician and/or study coordinator to be able to successfully manage your study and recruit the right patients.

Product Launch Meeting

Arm your sales force with enough training and excitement to sell the product.

In the end, ask yourself: How will I measure the success of the meeting to know if I met business objectives and my attendees objectives?

Post Meeting

A post meeting survey is a great tool for measuring if the meeting was memorable, and if it met the attendees’ objectives, gained valuable feedback and/or gauged the knowledge they obtained. What were your engagement metrics? How many answered the polls, asked questions, which sessions were viewed the most or ranked the highest?  

“Determining the success of a pharmaceutical event goes beyond attendee numbers. It involves assessing the impact on the industry, healthcare providers and patients. Measuring this impact accurately can be challenging,” said Schaumann, who also thinks there’s a growing emphasis on incorporating the patient  perspective in pharmaceutical events. However, ensuring that the event is truly patient-centric and provides a platform for patient advocacy can be a challenge.

Because many pharmaceutical events aim to attract a global audience, managing time zones, language barriers, and cultural differences while ensuring that the event remains cohesive and accessible to all attendees can be taxing as well.

Pharma events are not simple, but planners use everything in their tool kit to make them memorable. One way to keep the attendees entertained is by choosing dynamic and enthusiastic presenters who have a passion for he subject matter and use storytelling to illustrate key points and captivate their audience.

From all the goods, information and services planners organize for their pharmaceutical meetings and events, the post-meeting tactic, which includes post-session engagement through online forums, social media discussions and follow-up materials is vital to measure success.

As more companies continue the return to in-person meetings, pharmaceutical event planners are finding new ways to help create memorable pharma events that offer attendees an amazing opportunity to connect and celebrate research or launch focused wins. For planners, understanding the type of meeting, the programs space and content, and who will be in attendance are all key points. And overall, ensuring their attendees have a seamless and enjoyable experience. C&IT

Omni Fort Lauderdale Hotel is set to open in late 2025. Courtesy of Omni Hotels

For meeting planners, the chosen location is almost as important as the itinerary. Which is why leading hotel brands around the world focus on happiness — giving meeting and event planners and attendees what they want: the “wow factor.”

The ‘wow factor’ is nothing more than state-of-the-art facilities and technology, specially catered menus, flexible staff, outdoor space, all-encompassing amenities and highly creative spaces that challenge attendees to think outside the box.

It might be overwhelming to think about the research and work that goes into accomplishing this, but top hotel brands around the world are not just doing it, they are revolutionizing the meeting  industry by it.

MGM Resorts

Top brands like MGM Resorts are highlighting their uniqueness in a way that entices event planners. According to Stephanie Glanzer, senior vice president and chief sales officer at MGM Resorts, MGM is at the tail end of a full $100 million remodel of the company’s 2 million sf Mandalay Bay Convention Center in Las Vegas, NV, which will be completed in early 2024.

“The project reflects the needs and preferences of today’s meeting planners and attendees with significant technology upgrades, dynamic digital signage and a fresh, new design and ambiance,” Glanzer said. “The feedback we’ve already been receiving from planners and attendees has been terrific and we’re excited to showcase the space with new and recurring groups in the coming months.”

Mandalay Bay in Las Vegas, NV, also offers the perfect blend of new venues and amenities to  elevate the resort experience. The Convention Center remodel is part of that new wave of enhancements, including the redesign of Four Seasons Hotel Las Vegas’ 424 rooms and suites; the recent addition of Retro by Voltaggio; the debut of Flanker Kitchen + Sports Bar and the upcoming opening of Swingers, an immersive adults-only golf experience and Orla, a new Greek concept by celebrated chef Michael Mina.

The addition of The Cosmopolitan of Las Vegas to the MGM Resorts portfolio allows the company a tremendous opportunity to expand its offerings for premier meetings and events —  all within close proximity to Bellagio, ARIA, Vdara and Park MGM.

A $110 million transformation of all rooms and suites within Bellagio’s Spa Tower will be completed soon. MGM Grand also remodeled its Studio Tower, giving all 700 rooms a refreshing retro desert feel with a modern, stylish design, ideal for both business and leisure travelers. New York-New York recently completed a $63 million room remodel of all of its 1,830 rooms and 155 of its suites earlier this year.

“The most significant trend we’re seeing related to meetings and conventions is that attendees want to participate in events that are not only productive, but also meaningful,” Glanzer said. “With everyone’s time and resources at a premium, planners are looking to develop programs that allow groups to do business while also building team culture and giving back to the communities in which they’re visiting. Planners have been getting very creative in how they utilize our resorts and maximize our unique venues and amenities for a more meaningful experience.”

To stand out from the competition as a premier event space that embraces the health and wellness market, the MGM team has seen groups offer yoga or meditation at Mandalay Bay Beach, which is a great way to start a busy day of meetings. Remembering the importance of the “wow factor” — what makes their hotel unique — they also offer a team-building scavenger hunt of the vast MGM Resorts Fine Art Collection, which takes them throughout many of the resorts.

“We work closely with each planner to discover what’s important to them and what their hot buttons are for their particular group to ensure we can address all areas and customize a successful, productive event,” Glanzer said. “We want planners to remain focused on dreaming up the most memorable and exciting experiences for their attendees while our team works closely alongside them to execute each event with top-notch service and incredible attention to detail.”

Wyndham Hotels & Resorts

Wyndham Hotels & Resorts is the world’s largest hotel franchiser with approximately 9,100 hotels around the globe and 24 iconic brands, many that cater to planners by making it simple to organize multiple, multi-year meetings — whether it’s a major convention or intimate board meeting. Two years ago, the company rolled out The Meetings Collection, and today that includes more than 200 hotels in sought-after destinations that offer discounts, streamlined contracting, top-of-the-line technology, exclusive destination experiences and more.

As Kelly Patrick, group vice president, global sales at Wyndham Hotels & Resorts, in Auburn, AL, explained, with more than 15 million sf of meeting and event space, Wyndham has some standout locations in its portfolio, like Galt House Hotel, Trademark Collection by Wyndham in Louisville and Wyndham Grand Clearwater Beach down in Florida, and they’re always looking to expand what they can offer.

“Recently, we’ve added The Courtland Grand Hotel, Trademark Collection by Wyndham that has expansive meeting space in the heart of Atlanta, as well as over a dozen new hotels coming to the Trademark brand with LuxUrban in key cities like Miami and Los Angeles,” Patrick said. The collection also just unveiled the first Wyndham Alltra in the Dominican Republic with the stunning 404 room Wyndham Alltra Samaná.

“Bleisure travel isn’t going away anytime soon, and these destinations not only answer the needs of meetings planners, but also deliver exceptional experiences for today’s travelers looking to extend their trips outside of their work week,” Patrick said. “Many millennials make up today’s workforce, and we know that they value experiences above anything else.”

As part of The Meetings Collection’s benefits, planners can actually unlock custom destination experiences depending on their level of spend like golf getaways at Grandover Resort & Spa or beer and wine receptions at Wyndham Grand Orlando Resort Bonnet Creek, to name a few.

This experience-forward trend has also encouraged hotels to offer a variety of indoor and outdoor spaces beyond just boardrooms and conference centers, allowing for work to get accomplished while also letting attendees enjoy and take in their surroundings. Cheyenne Mountain Resort, A Dolce by Wyndham is a perfect example of that.

“The addition of hotels like Wyndham Alltra in Dominican Republic or those that are coming with our LuxUrban partnership bring attendees to locations they want to be in, and we’re focused on continuing to up the ante when it comes to all that Wyndham can offer to meeting planners,” Patrick said.

Earlier this year, Wyndham Hotels & Resorts announced the upcoming integration of Groups360, which brings instant online, multi-room bookings to their hotel reservation system and makes the booking process more seamless for planners.

Omni Homestead Resort. Courtesy of Omni Hotels

Omni Hotels & Resorts

Omni Hotels & Resorts recently opened Omni PGA Frisco Resort and Omni Tempe Hotel at ASU, and are about to celebrate the grand re-opening of The Omni Homestead Resort after a $150 million, three-year restoration project. Additionally, they are in the middle of $1.5 billion in portfolio investments that include renovations at Omni Scottsdale Resort & Spa at Montelucia, Omni Tucson National Resort, and Omni La Costa Resort and Spa in San Diego, CA.

“We have also recently launched a brand evolution to go along with the significant growth we’re seeing in our company with nationwide portfolio enhancements, service training and marketing investments,” said Omni Hotels & Resorts chief sales officer, Dan Surette. “This is a new era for the brand and marks the first major shift in visual identity in more than a decade.”

Last year, Omni Hotels & Resorts saw a great deal of pent-up demand from corporate planners. This year, they are seeing less short-term RFPs for 2023, but noting a significant uptick in new opportunities for the next couple of years.

They are also noticing room strong pick-up with F&B spend on par with pre-pandemic numbers, but their investments in new and re-imagined event spaces are probably the most exciting news, explained Surette.

At the new Omni PGA Frisco Resort, for example, they feature a two-acre putting course and a 10-hole short-course for groups to use for team-building and networking events. In the middle of this space, they also have a huge big screen and stage area for video content and entertainment.

“We have also added event pavilions at some of our resorts (Omni PGA Frisco Resort and The Omni Homestead Resort) where planners can use the flexible indoor and outdoor spaces,” Surette said.

The Omni Fort Lauderdale Hotel will be opening in late 2025, featuring 800 rooms and over 80,000 sf of event space located adjacent to the expanding Fort Lauderdale Convention Center.

Caesars Entertainment

Caesars Entertainment has long been synonymous with innovation within the meetings and events space. The
company is continuing to reinvent itself with new offerings, updated properties and innovative advancements throughout its portfolio of properties.

“With over 50 properties, there’s always something new or changing at Caesars. Most recently, we’ve had a number of new celebrity restaurants open at Paris Las Vegas Hotel & Casino, including Martha Stewart’s first-ever restaurant, The Bedford,” said Kelly Gleeson Smith, Caesars Entertainment vice president of sales in Las Vegas, NV.

Harrah’s Las Vegas, which is directly connected to the company’s newest conference center CAESARS FORUM, has also undergone significant renovations, including a new restaurant from Chef Gordon Ramsay and updated hotel lobby and rooms.

“The meetings and events industry is at a really interesting junction right now as we’re seeing a lot of big trends and changes catching interest,” Gleeson Smith said. “The two that are most interesting and relevant for Caesars Entertainment are the growing demand for personalization and sustainability.”

Personalization has gained immense traction and attendees now expect events tailored to their preferences and needs. With its vast number of resources and venues that they can utilize to meet virtually any request, this is a trend that Caesars Entertainment is uniquely suited for.

“Sustainability is a crucial concern for both attendees and corporate planners today,” Gleeson Smith said. “Caesars Entertainment has been ahead of the trend here for a while with our long-running commitment to sustainable practices. We can organize eco-conscious events by implementing sustainable practices, such as reducing waste, promoting local sourcing for event materials, assisting with volunteer opportunities and more.”

What excites Gleeson Smith the most about Caesars Entertainment’s offerings in the world of meetings and events is the vast range of what they have to offer and the number of possibilities for personalization.

“We have properties on both coasts and throughout the middle of the country, so planners have their pick of locations. In some areas, such as our Las Vegas, Reno, or Atlantic City locations, planners can put together cross-venue events utilizing spaces across different properties through our ‘One Contact, One Contract, One F&B Minimum’ strategy,” Gleeson Smith said. “It allows for a really deep level of personalization for each event and provides the attendees an all-inclusive destination experience, unique to Caesars Entertainment.”

Loews Hotels

According to Christi Davis, senior vice president, sales & marketing at Loews Hotels & Co, in New York, NY, Loews is focused heavily right now on the opening of Loews Arlington Hotel, its second hotel in Arlington, TX. The hotel will officially debut early next year and will feature more than 200,000 sf of meeting space, multiple food and beverage outlets, a resort-style pool and more.

Loews Hotels is mindful that this is a transformational moment for the meetings industry, and they are helping in-person events to come back better than ever. Providing new venues and special experiences, listening to the planners to stay ahead of emerging trends and priorities, they are positioned for this kind of big-picture thinking.

“Our food and beverage team has made great strides in supplier diversity, bio-dynamic offerings and sustainability. Most recently, we rolled out a hand-crafted mocktail program, leaning into our brand values of locally hand-crafted, but also recognizing that having multiple curated creations for all is a value add,” said Davis.

According to Davis, today’s meeting planners are budget-conscious while looking for even bigger and better events. One of Loews Hotels’ goals is to customize and tailor each meeting to the individual planner’s needs.

“At Loews Hotels, we always want to provide an elevated experience regardless of the budget,” Davis said. “There are many ways we assist in doing this from the creation of flexible menus, to engaging our preferred partners, like Encore, in offering discounted AV.”

The Loews team has also seen a new trend. Meeting planners want their attendees to embrace the distinctly local flair and flavor, and incorporate personal experiences with their business travel.  Programs like Flavor by Loews Hotels are a value add with no incremental costs. Flavor integrates each destination’s most creative food and beverage artisans into the culinary offerings and experiences at their hotels.

“Flexibility, customization and creativity, it’s never a one-size-fits-all approach to executing meetings and events at Loews Hotels,” Davis said. “We look at each event as a unique one-of-a-kind experience, tailored to the group’s specific needs.”

Hilton Columbus Downtown. Courtesy Photo

Hilton Hotels & Resorts

With more than 600 hotels across six continents, Hilton Hotels & Resorts has served as the backdrop for many global meetings and events. The brand continues to innovate in that space, expanding in prime destinations around the world to meet the needs of business travelers.

According to Leonard Gooz, global brand leader, Hilton Hotels & Resorts in McLean, VA, following an extensive renovation, Hilton added theWit Chicago, a Hilton Hotel to the company’s portfolio this spring. With newly appointed guest rooms and suites, a new lobby and upgraded amenities and services, theWit continues to push the design envelope with upscale elements offering a refreshed twist to embody the home of a worldly collector.

Located in the heart of Chicago’s downtown Loop, theWit offers 7,000 sf of state-of-the-art meeting and event spaces, a business center and onsite experience concierge along with the premier rooftop restaurant and bar, ROOF on theWit, one of Chicago’s most sought-after rooftop destinations. This elevated spot offers sweeping skyline views and a retractable roof to keep the space accessible year-round.

Hilton University of Houston recently underwent a four-year expansion to allow for enhanced meetings and events. “The recent expansion of Hilton Columbus Downtown to become Ohio’s largest hotel has boosted group bookings year over year  by groups that have not previously considered Columbus a leading convention destination,” Gooz said.

Hilton Columbus Downtown now boasts 1,000 guest rooms, over 75,000 sf of meeting and ballroom space, and four new food and beverage concepts across both of its towers. A skybridge connects the hotel’s two towers, as well as the Greater Columbus Convention Center, which offers an additional 1.8 million sf of meeting space available to visiting groups.

“As a customer insights-driven company, we are always working to evolve alongside our customers’ changing preferences and desires,” Gooz concluded.

Hilton’s 2024 Global Trends Report will be released soon, which combines insights from Hilton experts and thousands of travelers across the world to spotlight emerging trends and preferences of the evolved traveler.

This report will allow Hilton, as well as other brands, to look inward, reflect and provide a glimpse into the creative and innovative solutions —  the “wow factor” that brands can offer attendees year after year. C&IT

Kiawah Island Golf Resort (above) sits on 10 miles of pristine Atlantic beach in South Carolina. Courtesy Photo

When you think about hosting a corporate meeting or event at a golf and spa resort, what comes to mind? Exceptionally designed event spaces? Absolutely. Luxury travel? Certainly. Challenging, yet beautiful golf courses? Definitely. And the spas themselves: Tranquil, relaxing respites with fine restaurants, pools, salons and staff that attend to attendees’ every whim.

Golf and spa resorts have long been one of the meeting and event industry’s most popular destinations for corporate gatherings. Offering a refreshing atmosphere with awe-inspiring accommodations, stunning backdrops and an abundance of amenities, these venues offer an ideal location for an event that will draw more attendees and make them want to come back for more.

Certified Angus Beef, LLC, in Niles, MI, hosted its Foodservice Leaders’ Summit at Kiawah Island Golf Resort in Kiawah Island, SC, last spring. This event brought together 296 people in leadership roles from foodservice distributor partners, who sell Certified Angus Beef products, to restaurants across the globe.

“Certified Angus Beef is all about creating exceptional experiences. The team at Kiawah Island Golf Resort understood our priorities and helped us deliver excellent food and beverage options, as well as incredible customer service,” said Danielle Matter, their director of brand experience and education, who helps design and execute company events ranging from tradeshows to consumer-focused festivals to pasture-to-plate events to leadership summits.

“The [Kiawah Island’s] West Beach Conference Center team stepped up in big ways to ‘wow’ our guests and create incredible culinary experiences that featured the Certified Angus Beef brand and local, southern coastal flavors.”

When deciding to host the leadership summit at a golf and spa resort, Matter recognized the importance of balancing work and fun — something at which golf and spa resorts excel.

“While the Certified Angus Beef’s Foodservice Leaders’ Summit is jam-packed with education and networking, we also want to offer attendees the chance to relax and enjoy the setting,” Matter said. “A golf and spa resort is perfect for striking that balance.”

Kiawah Island Golf Resort also is a brand partner with Certified Angus Beef LLC, with many of their resort outlet restaurants serving Certified Angus Beef dishes, offering a great opportunity to support a partner that Certified Angus Beef LLC values.

“Additionally, we were so impressed by the team’s willingness to create exceptional and memorable food and beverage experiences to really ‘wow’ our attendees,” Matter said. “I can’t say enough about their team. They are responsive and detail oriented, and helped us provide a premium, attendee-first experience.”

Attendees relish Kiawah Island Golf Resort’s 10 miles of pristine Atlantic beach. Not to mention, the well-preserved natural beauty of the barrier island, the resort’s wide range of distinctive dining options, the internationally top-ranked tennis and pickleball programming and instruction, as well as their award-winning recreational and nature activities that can serve as unique team-building exercises.

The resort takes full advantage of the 90,000 sf of flexible indoor and outdoor meeting and event space by offering dramatic outdoors venues that produce memorable events.

The team at Kaseya, a software company in Miami, FL, is also drawn to golf and spa resorts for the excellent staff, the level of detail and attention to amenities they provide. Kaseya holds several meetings a year at Trump National Doral Miami. At the beginning of the year, the company held an internal sales meeting for 1700 people, and during the summer, held one for 200 people.

Ellen Boyer, their director of event logistics and operations, said, “Everyone was incredibly responsive and thoughtful about their jobs, and our event. The resort also offered us a variety of options for meeting structure, breakout rooms, and food and beverage. We chose Trump National Doral Miami, as the sales process was simple and transparent. The attention to detail during my site visit gave me the confidence that they could handle a group of our size. The customer success manager was responsive and creative with our questions and budgets.”

Karen Kunz, global event manager for Syntax, a provider of technology solutions to businesses, and based in the Americas and Europe, recently orchestrated the company’s Syntax 2023 Sales Kick Off meeting for 80 attendees at Trump National Doral Miami.

Syntax chose Trump National Doral Miami not only for its great location, pricing and service, but for being an iconic golf resort since it opened in the 1960s. More than 50 years later, Trump National Doral Miami continues to offer a new generation of style, service and exclusivity infused with the Trump standard of excellence.

During their stay, Syntax’s attendees enjoyed a well-rounded culinary experience, which included everything from breakfast to lunch, as well as morning and afternoon breaks. The event featured a welcome reception, cocktail hour and an awards dinner. Business meetings were held in a main tent. They also had breakouts sessions for focused discussions.

“Although we didn’t make use of the golf and spa facilities, the upscale ambiance perfectly aligned with the expectations of our executive management,” Kunz said.

Laura Reich, an executive assistant for Walsh Construction in Chicago, IL, recently planned a corporate annual meeting for Walsh Construction at Grand Geneva Resort & Spa, a golf and spa resort in Lake Geneva, WI. Attendees, including all of Walsh’s senior leadership from across the country, came together to celebrate the previous and current year’s accomplishments; discuss future endeavors and goals; talk about the challenges and how they could do better; but mainly to intermingle and reconnect with peers from other business groups/locations or make new connections.

The typical Walsh meeting is between 125 to 200 people and includes two half-days and one full day of meetings with extensive AV, breakfast and lunch (dinners are usually offsite), and extra meeting spaces for breakouts, practicing or other meetings that need to take place with the attendees.

The Blue Monster at Trump National Doral Miami. Courtesy Photo

Reich has found that the staff at golf and spa resorts are known for going the extra mile to meet the needs of both the planning team and the attendees. “Everyone from the director of group sales, event coordinators, the front desk, the porters, the AV professionals, the banquet captains/servers, the restaurant staff and bartenders, and the room service; every single person we encounter before, during, and after, are amazing,” Reich said. “They are responsive to any need at any given time, always checking on you. They are extremely amicable in any situation, and will work with your group’s needs/changes. The food is great, and I know a lot of our attendees appreciate the golf courses, gym and spa.”

The owners of Walsh Construction have property in the Lake Geneva, WI, area and have been coming to the Grand Geneva Resort and Spa for years. The property has two onsite championship golf courses and a full service spa that allows groups to mix both meetings and amenities for fun and networking.

“The group and program started quite small, but both have grown immensely over the years. The location is perfect for all to get to, not to mention the grounds are beautiful, the hotel has everything we need, and we are close to shopping if we forgot something,” Reich said. “Every year brings new memories and good times. Coming to the Grand Geneva has become nostalgic and part of our culture; everyone looks for that invitation each year.”

Last fall, Northwestern Mutual hosted the FORUM Symposium, which is an annual event that celebrated its 25th year at The Phoenician, a golf and spa resort in Scottsdale, AZ. This premier event is hosted for the top-performing 3% of advisors throughout the company. Qualifiers are invited to bring a guest.

As Sheri Paape, senior meeting planner, meetings & events at Northwestern Mutual, explained, the FORUM is a three-day event with general session content delivered by FORUM qualifiers, home office executives and keynote speakers.

“It is a way to recognize and celebrate this special group’s achievements by offering a variety of hosted group onsite/offsite afternoon activities, including experiences like a golf tournament, tennis tournament, Camelback Mountain hike, kayaking and a walking food tour,” Paape said. “The average group is between 500 to 600 people, including guests.”

Celebratory food and beverage experiences and activations are hosted each evening for the group as well. Northwestern Mutual worked with the DMC Hello! in delivering both the evening experiences on property and the offsite afternoon activities.

“The Phoenician was selected, as it is one of Arizona’s luxury resort destinations and offers amenities which align perfectly with the FORUM Symposium experience that we create for our top advisors at this premier event,” Paape said. “Guest room accommodations and resort amenities play an important role in the location decision. The event spaces at The Phoenician are laid out well within the resort grounds and can easily accommodate large groups.”

The FORUM Golf Tournament is critical to the success of the meeting, as over half the group of advisors take part. The Phoenician Course, in addition to the various other beautiful courses in the area, are a benefit to hosting this important meeting in Arizona.

Considerations To Be Made

For meeting planners considering a golf-spa experience for their next corporate and incentive meeting, Matter’s best piece of advice is to be clear with expectations and what will make the event a “win.”

“Golf and spa resorts offer beautiful locations with incredible staff. Take time to outline what will impress attendees and work with the team to achieve those goals,” Matter said. “And, of course, leave a little bit of time to dip your feet in the pool and enjoy the blessings of planning an event at beautiful locations!”

For corporate planners considering hosting an event at a golf/spa resort, Kunz recommends doing an onsite visit. “Even if you’re not taking advantage of the golf and spa, the meeting spaces typically resonate with the upscale character of the venue,” Kunz said. “Based on our experience, I would highly recommend a golf and spa property for a business meeting.”

Boyer also stresses the importance of choosing a golf and spa venue that can be flexible and cater to your needs and the needs of your group. “Make sure you engage parties from all departments so you have cross-functional knowledge about your program,” Boyer said.

Kim Silberman, executive vice president at Executive Capital Summit, an all-inclusive retreat with a relaxed, informal atmosphere, has been orchestrating her firm’s eCap Summit at a golf and spa resort since 2018, specifically at Trump Doral Miami.

“Throughout the years, the introduction of additional amenities and services offered have pushed the conference to another level. Notably, the property’s substantial capacity to accommodate a group of 1,400 attendees was harmoniously balanced by an atmosphere of exclusivity that perfectly aligns with the conference’s goals,” Silberman said. “This layout ensures that while the property is spacious, attendees never feel lost, fostering an environment where each individual’s presence is valued and significant.”

For that reason, Silberman advises planners to really evaluate the goals of their conference and to determine what they want their attendees to experience. Today’s meeting planners are looking for the right golf and spa resort with the right amenities, meeting needs and activities with informal networking opportunities not available in more traditional settings. They are looking for business and fun to meet on the green. C&IT

DepositPhotos.com

Productivity, efficiency and flexibility are just a few of the benefits businesses can expect from using private jets, buses and shuttles to expedite travel and reduce “out of office” time. It goes without saying, but two major historical events — September 11, 2001, and COVID in 2020 — have changed travel. While private, corporate transportation has always solved many challenges of group travel, companies are now focused on the benefits magnified by offering a better and safer travel experience. With today’s airline issues — delayed or cancelled flights — meeting planners are seeing the benefits of charter flights, which cut down on travel time and make the difference between moving forward or cancelling plans.

Charter Flights

While corporate air charters may be a trend in the meeting industry, it is certainly not new. Charter flights started to “take off” in the boom-boom days of the 1990s, when corporations decided to offer their top executives chartered aviation options to meetings and events as a perk. But there was also a more serious reason. Corporate America became more multinational. So, for many businesses it made good business sense to have chartered jets available, and eliminate unwanted delays of commercial aviation to maximize time for a meeting or event. After 9/11, the interest in chartered flights increased, as many people experienced real fears about flying commercially. Moreover, the necessary delays caused by heightened security for commercial flights at major airports caused excessive downtime for the C-Suite. Now, more than two decades later, charters continue to be a sought-after transportation option for planners and attendees alike. The charter industry, made up of companies that provide flights via private planes or ground transportation on private buses on a fee basis, has continued to expand in recent years. For example, the small aircraft charter’s role in the industry is to provide an alternative to a typical airline experience. Chartered flights or ground transportation provide service with no financial risk; the meter stops running when the company releases the airplane or vehicle. So, what are the biggest draws of chartered flights these days? Quite simply, chartered flights are under a company’s control, allowing meeting attendees to avoid hours of security checkpoints and delays. Corporations control who is on the aircraft, and chartered aviation flights are apart from the general commercial traffic, and oftentimes fly out of small, general aviation facilities, thus avoiding the congestion due to security or other concerns at major hubs. Dean Fisher, CMP, meeting broker at Meetings Made Easy in Las Vegas, NV, offered his insights on charters based on a high-level contracting perspective. “Group charters are generally used to attract attendees to a conference opportunity,” Fisher said. “I have found group sizes for 50 to 100 people have more charter opportunities available to them. Sponsorship is generally a driver in securing charters.”

Beyond Air Travel

Charters expand beyond air travel and often include chartered shuttles, buses and event marine vessels, such as cruise ships. As Armir Harris, CEO and cofounder of CharterUP, a bus charter company in Atlanta, GA, explained, the history of group charters within the corporate event and meeting sphere underscores their enduring value. “Group travel has always been prized for its role in fostering productive discussions and team unity, making it an indispensable asset for enhancing meeting outcomes,” Harris said. In a recent resurgence, Harris said group charters have seen a notable uptick in the corporate landscape. The shift toward in-person activities and flexible solutions has put the spotlight on their efficacy. This trend has been especially evident as companies embrace the return to office culture and seek innovative transportation methods for events. For example, CharterUP’s Employee Shuttle Program integrates cutting-edge technology and an intuitive app to optimize communication while building trust between meeting planners, attendees and transportation providers. “This approach brings unprecedented transparency to corporate travel logistics, resulting in remarkable year-over-year growth of over 283%,” Harris said. “The prevalence of group charters in corporate events and meetings is rooted in their ability to facilitate meaningful interactions and business objectives.” Charters cater to evolving business needs and contribute to successful meetings and events.

All-inclusive Group Experience

No matter the type of group that is traveling, we can all agree that a direct charter flight is much more appealing than flying commercial. If ground transportation is the perfect choice for your meeting or event, charter buses can offer meeting planners great service and unbeatable comfort. You can easily elevate your attendee’s experience, especially if the groups that are traveling are your top employees. The meeting or event doesn’t have to start when you get to the destination; it can start on the chartered bus or well before takeoff, if traveling by plane. Daniela Torrealba, former manager of events and education for Distilled Spirits Council of the United States in Washington, DC., worked with CharterUP as she was seeking an all-inclusive group transportation experience. “Real-time quotes and a variety of vehicle types and sizes take the legwork out of curating unique transportation needs by event, and the real-time charter bus location tracking makes day-of travel logistics equally as seamless as the booking process,” Torrealba said. For many corporate meeting planners, event transportation is their top area of concern and management. It’s not simply about moving attendees from Point A to Point B, but it is also the starting point of establishing the attendee experience for the entire meeting or event. If an attendee has a difficult travel experience, with cancelled flights or mechanical issues of road transportation, it can set the “tone” for the entire event. There is a level of “control” that a meeting planner has in selecting the charter company and its subsequent reputation that can be appealing. Chartered transportation comes in a variety of sizes to accommodate exactly what the meeting planner is looking for. For example, CharterUp offers a variety of charter options in a range of sizes, from mini buses to full-size charter buses, and you can ask for a bus with more seats than you need if you’d like to give people extra space. As Harris pointed out, with options such as these, attendees are offered flexible scheduling and coordinated arrivals, which underscores the vital importance of reliable transportation to meetings and events, serving as the essential component that keeps everything on schedule and a punctual experience for all attendees. “Charters are especially advantageous for time-sensitive events, conferences and instances where participants are located across diverse locations or when the event destination lacks convenient commercial flight options,” Harris said. “The decision to opt for a charter hinges on optimizing logistical coordination, enhancing attendee punctuality and ultimately elevating the travel experience for attendees.”

Flexibility, Privacy & Safety

Regardless of the convenience afforded by air and bus charters, the majority of businesses still have their meeting attendees travel commercially. This means if a Nebraska-based company has a meeting in Chicago, corporate attendees have to spend an entire day getting to and from a corporate meeting. For some corporate meeting planners, the idea of spending more money on transportation, rather than on the meeting  experience, including food, beverages, amenities, keynote speaker fees and accommodations, is simply not appealing. For many, commercial transportation means less expensive transportation. This is especially important, as the corporate travel environment continues its post-pandemic rebound, and many companies are carefully watching every penny that is being spent on corporate meetings and events. Often, the first thing that is strictly budgeted is the amount of money being spent on transportation costs for attendees to and from an event. When companies are forced to cut costs, travel expenses are among the first to be slashed. And the common perception that chartering private flights is only feasible for the rich and famous is somewhat unfounded. That’s because what charters are really selling is time. Time means money. And for meeting and event planners, it is an incredibly valuable commodity. More often than not, they are stressed because they don’t have enough time. In the ever-evolving landscape of travel, charter buses are emerging as a leading trend, especially for groups. And today’s planners are looking closely at that trend. They reason is simple. They want less hassle, more time and an easy ride. No more missed flights, security lines, driving a long distance from where you land to your destination because of no scheduled air service. No more waiting for baggage, layovers, park-and-ride or one-day trips that turn into three-day absences because of inconvenient flight schedules. Planners and companies alike want the flexibility in getting their key people where they need to be and back. For those corporations that do select charter transportation, flexibility, security and privacy are some of the main reasons meeting attendees and meeting planners are increasingly climbing aboard non-commercial aircraft and ground transportation. In addition to using charters as alternative transportation options, more and more meeting planners are also incorporating charters as an alternative entertainment option by chartering cruise vessels for day-long, evening, or even multi-day excursions for small- to medium-sized corporate groups. When you think about traditional cruise lines, what comes to mind? Luxury travel. Exotic ports of call. And the ships themselves: Huge, luxurious liners, with fine restaurants, pools, salons, fantastic nighttime entertainment and staff that serve attendees well. Chartered cruises can certainly include the above or they can be more simple vessels that offer all-inclusive experiences for attendees. These ships are small, giving them access to ports that larger ships can’t reach. Itineraries are unusual, while onboard entertainment is minimal. Dining is generally open seating, allowing cruisers to dine when they want and with whom. Guest lecturers and classes provide intellectual stimulation. And crew members know every passenger by name. Small- to medium-size meeting groups are ideal for most chartered cruise ships as larger groups may require more of a balancing act based on the available space required for private gatherings. Most larger meeting spaces on cruise ships are also public venues and meeting groups may need to be flexible based on their meeting time request and the required number of hours in utilizing the space. One of the great advantages of hosting a meeting “at sea” is that chartered companies provide all-inclusive options for corporate events — everything a corporate group could want has been attended to, and nothing has been overlooked. There are hundreds of reasons to have a chartered meeting at sea, but one of the biggest is that you can focus on the meeting itself and not the transport, entertainment, meal options and other factors that detract from the purpose. These chartered vessels are also equipped with some of the most advanced audiovisual equipment, which can be utilized for events and meetings onboard.

Key Considerations

Chartered transportation within the meetings and events industry is here to stay. But, it is up to  corporations to use charters as a smart business tool, and not as a symbol of corporate waste. And as globalization continues, expect corporate charters to increase, not decrease, in the years to come. Harris advised that corporate meeting planners who may be assessing group charters for corporate events should thoroughly evaluate key factors to ensure success. This includes the charter company’s reputation and experience, which are paramount. Customization is equally important, as a charter company can tailor experiences to specific event requirements, including personalized itineraries and amenities. “Transparency is non-negotiable when selecting a charter partner. Transparent pricing eliminates ambiguity, allowing informed budget decisions,” Harris said. Personalized support is crucial for flawless coordination. Hands-on customer service ensures planners receive unwavering assistance, resulting in seamless journeys and lasting memories. Fisher added that most corporate meeting and event attendees don’t get the chance to experience charters in their personal travels. “The cost of transportation to the charter sometimes may be more expensive than anticipated,” Fisher said. “When contracting a charter, a meeting planner should insure that they receive references from past experiences. Also, clarify if you’re working with the charter directly versus a third-party representative.” As a corporate meeting planner, expecting the unexpected is part of the job description. Anticipating the exact number of attendees, balancing charter transportation logistics with the numerous other responsibilities, and sifting through the vast charter market to find the best fit are just a few of the hurdles when working with charters, but the benefits will most likely surpass any challenges that may come. C&IT

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In the meeting and events industry, planners rely on networking. For them, it is second nature. And for those new to the business, there are some key skills to put into practice to make your career network ‘work’ for you.

The first thing to remember is: make connections and develop relationships with others in the industry before, during and way after an event is over. Not only does networking open doors for enhancing the corporate meetings and events, but it also equals currency in career enhancement and job acquisition. Even with in-house events management careers, networking is essential to planners to be able to do their jobs quickly and successfully.

Cheryl Oswald, CMP, corporate events manager at CNH Industrial in Racine, WI, said that career networking is the number one thing any planner can do, not just corporate planners.

“When I think back to how I got my start, it was all based on who I knew. I started networking at my local MPI [Meeting Professionals International] chapter and made connections, and then those connections became connections, and so forth,” Oswald said. “That also helped me reach out to suppliers that I may not have known otherwise.”

Though the pandemic took a toll on the meeting industry, the importance of networking became even more apparent to everyone. Planners moved into high gear and reached out to their network for support or to look for new positions when they lost employment. In this industry, many meeting jobs are not advertised; they are filled through word-of-mouth recommendations or by people the hirer has networked with in the course of their career.

“While I was grateful not to have lost my position during COVID, I was looking for a new role during that time, and I was consistently reaching out to my network of planners, suppliers and even non-planners,” Oswald said. “I was putting my name out there, letting people know I was looking for a new role, and looking for people with connections at the organizations I was applying to.”

Oswald landed a new position. Looking back, she recognizes that it would not have been accomplished had she not been building up and nurturing her network over the years. For planners, that means striking up conversations at industry parties and exchanging business cards or setting up informal meetings to introduce yourself and go over your CV in case of any future opportunities. Reaching out to people on online business social networks, such as LinkedIn is important too. Essentially, a planner’s circle is a goldmine and those in it need to know that you exist and what you do.

Oswald understands this. “It’s not enough to have the network, but it may not have the same effect if you aren’t consistently reaching out to those individuals,” she said. “It’s important to stay connected, reach out to those individuals, and let them know you are still there.”

Holly Beadle, CMP, conference director at PESI, Inc. in Eau Claire, WI, has been fortunate to not only make connections, but also dear friends in the event industry through her networking efforts. Those connections have been invaluable when she has needed advice or someone to come through in a pinch.

“You never know what you’ll learn from your colleagues and how that knowledge can save your organization time, resources and legal headaches,” Beadle added. “I want to be a lifelong learner and networking with others has been better than a lot of educational programs that I’ve attended.  There’s a wealth of knowledge in this industry.”

As a member of the Tennessee MPI Chapter, she has formed great relationships while serving on several volunteer committees. This interaction, she observes, has taken the pressure off from networking and has allowed her to work together with other members, and see each other’s strengths.

Beadle admits that when she first started going to networking events, it felt very transactional as a lot of suppliers wanted to make a “sale.”

“The best networking is when you can make a few connections that have the potential to develop into future business without that pressure,” Beadle said. “You never know when a connection you made a few years ago will become your go-to vendor partner.”

Attending a conference — like MPI’s WEC — is a great way to make connections. Courtesy of MPI

Key Networking Techniques

There is an art behind successful networking and planners must tap into it. It involves making time to meet new people, looking for connection points with other planners, listening deeply and asking probing questions when interacting with other corporate planning professionals, all the while remaining eager to help other people grow in their careers.

“Get involved! I still remember those words someone said when I started my career,” Oswald said. “It’s truly the easiest and best way to start your network.”

How exactly do you get involved? Oswald recommends:

Join a local chapter of MPI and start volunteering. It can be as simple as managing social media or selling raffle tickets, but getting involved opens you up to meeting many different people.

Attend conferences. This is a great way to meet connections on the planner and supplier sides. Oswald has met many people by attending conferences; some are close friends today.

New to the industry? Find a mentor. Many conferences will offer first-time attendees a mentor to show them around the show and introduce them to people. Oswald has done this, and said it has been a great way to meet people.

“Honestly, I can’t think of an example that didn’t work because I think the nature of our industry is to network. We want to establish connections with each other and build relationships. That’s what our industry is about,” Oswald said.

Leveraging the Help of Others

When it comes to successful networking, corporate meeting planners need to leverage the guidance of other corporate planners to expand their networks.

During the pandemic, many planners lost their roles or were furloughed so corporate planners all leaned on each other in various ways. “Several planners and suppliers contacted me to endorse them on LinkedIn, share their resumes with any connections I had and help get their names out there,” Oswald said. “My advice to planners is to leverage those connections you have built, continue to build on them and reach out to them repeatedly. You never know when you may need each other.”

Oswald has a small group of meeting planners who have become dear friends. They meet every few months, and through that group, they share what’s happening in their personal and professional lives.

Never be afraid to ask, Beadle added. If you don’t know someone within a certain company, tap into your network and ask if anyone has a connection.

“Though the event industry is large, our connections and relationships make it smaller. Nine times out of ten, if I reach out to my fellow planner colleagues, they have the direct connection or know someone who does,” Beadle said. Relationships matter in any field but not everybody networks the same way. People have different levels of comfort interacting with others and making new connections. It takes practice and doesn’t happen overnight. As with any new initiative, it is important to formulate goals and understand your personality and your social strengths.

And as Beadle points out, establishing a strong relational foundation to people within your network can result in more significant relationships that are deeper and more meaningful. This is why solid career networking doesn’t mean making connections with thousands of people. Rather, a planner should build a small, well-defined and well-chosen network of individuals, say about 150
people who will be able to provide meaningful, sustainable connections long into the future.

Tools to Use

For some, networking is little more than swapping business cards and idling chatting with others. But to really make networking work for you and your career as a corporate meeting planner, it is best to recognize that networking can be so much more than that.

So, what tools do industry professionals recommend other planners use during their networking journey?

“LinkedIn has been a huge part of building my network,” Oswald said. “I try to take all the business cards I receive at conferences and events and connect with them on LinkedIn. I also ensure it is updated with my current work experience, industry credentials and volunteer experience. I also ask my established connections or former co-workers to endorse me and leave feedback on my work experience.”

Like Oswald, Beadle uses LinkedIn to stay connected and to continue the conversation once she has met someone. In LinkedIn, users can join different groups, and you never know who you might meet there. And that works for physical groups as well.

Oswald has joined multiple groups over her career. “I have volunteered for MPI at the chapter and global level and served on advisory and EIC [Events Industry Council] committees. When I tell you to get involved, get involved,” Oswald said.

Steps to Take

Some additional key recommended steps to take when networking:

Begin by networking with friends. Networking with people you know helps “break the ice” on your networking journey. You’ll be surprised how your friends, especially those within the meeting and events industry, can help launch you into professional relationships with others who can help you in your career.

Reconnect with forgotten acquaintances in the industry. Look through your old address book, emails, databases and other tools to identify those people who you may have lost connection with, but who you think may be good solid connections to have in your network. These could be former co-workers, mentors, professors or friends who would welcome the opportunity to reconnect with you and learn more about your current career path, and perhaps introduce you to others.

In addition to LinkedIn, do a quick Google search of corporate meeting planners or other meeting planning professionals in your community who may be good people to connect with. Social media platforms like Instagram, X and Facebook are also good networking platforms that can help you find the ideal people with whom to connect.

Evolution of Networking

Networking will continue to play a huge role in the career enhancement and overall functionality of the corporate meeting planner role.

“I don’t think networking will ever go away in our industry. As MPI often said, when we meet, we change the world and that’s true of networking,” Oswald said. “At IMEX America, networking, in my opinion, is the key component. We are all here to meet with new suppliers and planners and reconnect with others; it’s all about networking.”

As the corporate meeting planning industry has changed, so too has networking. Planners seek more meaningful connections that are catered and specialized to their needs — quality connections vs. quantity. “When I think about the connections I am making now, I look for those connections that can be more of a mentor to me in my career, those that elevate me as person — meaningful connections that will last a lifetime,” said Oswald.

Beadle agreed. “It seems like things have shifted a little bit over the past few years when we all weren’t meeting in person to network, but those soft skills will continue to be an important asset to our organizations and the events we produce,” she said. “As planners, we have to make connections internally and externally in order to meet our event goals. Building relationships will continue to be a critical piece.” C&IT