The Philadelphia skyline. Philadelphia has recently been highlighted by TIME magazine, naming the city as one of the World’s Greatest Places in 2021.

Steeped in American history, Pennsylvania is home to a diverse city and country landscape — all of which offer unique options for meetings and events in the “Keystone State.” From rural charm to urban flair, there are ample ways to incorporate Pennsylvania into your next meeting or event.

Fun Times in Philadelphia

Philadelphia has recently been highlighted by TIME magazine, naming the city as one of the World’s Greatest Places in 2021; Condé Nast Traveler named Philadelphia as one of only eight destinations around the globe to their 2021 Gold List, and National Geographic Traveler listed Philadelphia as one of only two U.S. cities on its Best Trips List in 2020. “In addition to being an attractive destination for meeting attendees, our highly accessible location between New York and Washington, D.C. makes us an appealing option for meeting owners and planners,” says Kavin Schieferdecker, senior vice president, convention division at the Philadelphia Convention & Visitors Bureau (PHLCVB).

Philadelphia is convenient for those arriving by train or car, and provides many options for those flying in, with the Philadelphia International Airport serving as the major Northeast hub for American Airlines. As the fourth most-walkable large city in the nation, planners and attendees alike will find it a breeze to walk from their hotel to the Pennsylvania Convention Center (PCC) or off-site venue, then continue to one of the city’s acclaimed museums, attractions, restaurants or historic sites — all without the need for a cab or a ride share. “For planners specifically, the PHLCVB’s three business development divisions — PHL Diversity, PHL Life Sciences and PHL Sports — connect meeting professionals and event strategists with local thought leaders and industry experts who can assist with resources from our local community,” Schieferdecker says. “Philadelphia also offers an expansive set of unique meeting venues that can suit a meeting or event of any style or size, including settings set along one of our two waterfronts, inside one of our new hotels, or within the Historic District — such as the National Constitution Center, which presents unobstructed sightlines of Independence Hall.”

Philadelphia is also making strides in the fight against COVID-19, thanks to medical innovation and collaboration by the region’s leading life sciences institutions, and with more than 80% of adult residents having received at least one shot of the vaccine. As Schieferdecker points out, Philadelphia’s hotel community — which includes more than 11,000 rooms within walking distance to the PCC — has welcomed several new properties in recent months, each with new meeting and event spaces to consider.

The recently opened W Philadelphia and Element Philadelphia provide a combined 700 rooms and 45,000 sf of event space in downtown Philadelphia. Also new and targeting smaller, more exclusive groups are the Hyatt Centric Center City Philadelphia, near Rittenhouse Square, and the Canopy by Hilton Philadelphia Center City. The two largest hotels, the Philadelphia Marriott Downtown, with 1,400 rooms, and Sheraton Philadelphia Downtown, with 755 rooms, both completed renovations during the pandemic and have never looked better. “Beyond our downtown, new event spaces continue to open in Philadelphia’s distinct neighborhoods, including Billy Penn Studios — an industrial complex near the Fishtown neighborhood — that has been renovated to include three 2,000-sf spaces perfect for off-site receptions or hybrid conferences,” Schieferdecker says.

Of course, no attendee experience in Philadelphia is complete without a visit to Reading Terminal Market, recently named the Best Public Market in the nation by USA Today’s 10 Best. There are more than 80 local merchants inside serving a variety of cuisines, all adjacent to the PCC and many hotels. The historic market can also be rented out for private events up to 4,500 people, with after-hours food service available from some of the most popular vendors. In America’s most historic square mile, attendees can take a stroll down the nation’s oldest continuously inhabited residential street, Elfreth’s Alley, then explore Independence National Historical Park sites, such as Independence Hall and the Liberty Bell Center. “Other can’t miss experiences include The Franklin Institute, Barnes Foundation and Philadelphia’s Magic Gardens — a mosaic masterpiece along South Street that is one of our city’s most photographed attractions. Unwind in the evenings at one of our many pop-up parks and beer gardens, such as the riverfront oasis Spruce Street Harbor Park,” Schieferdecker says.

There are also many new updates in Philadelphia that planners can look for in months to come. The Philadelphia Marriott Downtown is nearing completion of a full renovation of the arrival and lobby experience, as well as all 1,408 guest rooms and suites. One of the neatest aspects of this renovation is the addition of Liberty Lanes — a bowling alley and pub concept that will be available for group buy-outs. In the spring of 2022, look for the opening of the Lilah events venue in the heart of Philadelphia’s hip Fishtown neighborhood — only a short car or train ride from downtown and home to some of the city’s most popular bars, restaurants and boutique shops. The Lilah event space is from restaurant group CookNSolo, the team behind restaurants such as Zahav and Israeli grill Laser Wolf, which was recently named one of the Best New Restaurants in the World from Condé Nast Traveler. Up to 250 guests will be able to enjoy customizable tasting menus that feature CookNSolo’s acclaimed Israeli-inspired dishes.

Pittsburgh boasts versatile, unique venues and plenty of outdoor activities.

Only in Pittsburgh

Pittsburgh is a major meeting destination boasting versatile, unique venues, affordable and world-class accommodations, an award-winning food scene and so much more. “Meeting planners and attendees alike will be wowed by the ‘Only in Pittsburgh’ spaces and experiences waiting for them,” says Jerad Bachar, president and CEO of VisitPITTSBURGH.

Tops on the list is the Platinum LEED-certified David L. Lawrence Convention Center (DLCC), which offers more than 1.5 million sf of meeting and exhibition space. From flexible floor plans, column-free exhibit space, high ceilings, natural lighting and more, the DLCC offers new, cutting-edge developments that will best serve meeting planners and attendees now and long into the future. “It’s also important to note that Pittsburgh’s 90 unique neighborhoods are full of welcoming, friendly people,” Bachar says. “Pittsburghers seek ways to show visitors just how special our city is. Our residents are proud of Pittsburgh’s rich history. And they also know that Pittsburgh has a bright future, as the city is a hub for technology, manufacturing, health care and education, providing a plethora of networking opportunities and growth.”

Indeed, Pittsburgh is at the forefront of what is next, brimming with innovators and thought leaders working together to solve the world’s problems. Big tech companies, such as Google, Facebook, Apple and more, already call Pittsburgh ‘home.’ Thanks to Pittsburgh’s more than 30 universities and colleges, the region is ready to grow the next generation of innovators.

As for what’s new or coming soon, The Industrialist Hotel, Pittsburgh, Autograph Collection, opened in the spring of 2021. The 124-room property is housed in the 18-story Arrott Building on Wood Street in Downtown. Located just steps away from Market Square, The Industrialist boasts a vibrant lobby lounge, as well as The Rebel Room, a bar-centric restaurant influenced by the Downtown neighborhood. Again under construction after a 15-month pause during the pandemic, The Landing Hotel is a luxurious property that will connect directly to Rivers Casino Pittsburgh on the North Shore. “Also, within the last year, the National Aviary, the nation’s only indoor bird zoo, unveiled The Garden Room, a stunning, cozy space with large, bird-friendly glass windows, two stone fireplaces and a grand lobby area,” Bachar says. “Meeting planners will enjoy the functionality of the space, as the windows allow for open-air access to the garden, or they can remain closed for comfort in the winter. The Garden Room can easily accommodate up to 200 guests and includes industry-leading accessible features, including a family restroom with an adult changing table.”

The DLCC also recently opened The North Terrace, a $3 million renovated outdoor feature located on the building’s fourth level. The sleek, modern space can host up to 300 people depending on the event setup. Among its breathtaking features are teak seating fixtures, innovative uplighting and plants native to Western Pennsylvania. “What sets Pittsburgh apart from other destinations truly are the unique experiences and attractions you can see and do only in Pittsburgh,” Bachar says.

There’s The Andy Warhol Museum, which tells the story of the pop artist born in Pittsburgh, with seven floors of gallery and exhibition space, and the Mattress Factory, which showcases contemporary art and installations created by artists in residence. Just steps away from the DLCC is Pittsburgh’s walkable Cultural District, home to many of the city’s world-class arts and cultural venues, such as the beautifully restored Benedum Center for the Performing Arts, the August Wilson African American Cultural Center and its exhibition galleries and theaters, and the intimate Byham Theater.

Outdoor enthusiasts will enjoy hiking, biking or walking Pittsburgh’s 24 miles of riverfront trails. Get a fantastic view of Pittsburgh from the famous three rivers — the Monongahela, Allegheny and Ohio rivers — aboard one of the Gateway Clipper Fleet’s riverboat cruises, or simply relax in one of Pittsburgh’s 165 parks. No trip to Pittsburgh is complete without a photo at the top of Mount Washington following a ride on the historic Monongahela and Duquesne Inclines to the top.

Constantly embracing advancements, Pittsburgh International Airport’s Terminal Modernization Program is underway, and will be the first in the United States designed and constructed for a post-pandemic world. Key design details for the 700,000-sf terminal, including large outdoor terraces and touchless processes, will allow for increased social distancing. And a commitment to sustainability will be evident throughout the facility. The $1.4 billion project will certainly create a more efficient, enjoyable experience for travelers.

And slated to open in spring 2022, Astrobotic’s Moonshot Museum will undoubtedly be a popular local, regional, national and global attraction. As Bachar explains, the museum will feature a “clean room” window, which will allow visitors to watch real lunar landers and rovers being built and prepped for travel to the moon. “Additionally, talks are underway to develop a Space Corridor between the museum’s location on the North Side and the Carnegie Science Center on the North Shore, further ensuring that Pittsburgh will continue to play a significant role in the space sector, and providing visitors with a day’s-worth of activities,” Bachar says.

The Valley Forge Tourism & Convention Board touts its smaller, more intimate locales as alternatives to the big cities.

Visiting Valley Forge

While Pennsylvania is teeming with large cities that offer ample meeting and event experiences, the state also boasts smaller, more intimate locales that will surprise and delight. For instance, the Valley Forge and Montgomery County, PA area offer an attractive location for both planners and attendees. “As planners start their search, they’ll be surprised with the offerings of the area,” says Scott Higgins, director of sales, Valley Forge Tourism & Convention Board. “There are over 80 world-class hotels within this region, and numerous full-service conference hotels to support meeting needs. While we know it’s important to have a solid hotel option, we also understand that planners need supporting amenities to pull off a complete event. They’ll find this with our numerous restaurant offerings, of which many offer private dining for both large and small groups. The destination is also easy to travel to, which will limit time out of the office for incoming attendees.”

From the attendee’s perspective, it’s recommended they bring an extra piece of luggage, Higgins says. Valley Forge & Montgomery County, PA offers some of the best shopping and dining in the country, with the King of Prussia Mall and more than 1,600 restaurants from which to choose. “Our restaurants have a wide spread of offers from counter service to some of the best steakhouses around. Should anyone come early or stay late, they’ll be able to sneak in a round of golf at one of our 50 courses,” Higgins says.

The past year has been challenging, however, as many of Valley Forge’s properties took the pandemic down time to complete renovations. The Alloy King of Prussia – a DoubleTree by Hilton hotel, completed a $19 million transformation and rebranded from the Doubletree Valley Forge. Crowne Plaza Philadelphia – King of Prussia wrapped up its property renovation by completing updates to its meetings and events spaces. And the Holiday Inn Lansdale – Hatfield and Sheraton Valley Forge Hotel are currently undergoing major renovations that, when finished, will only enhance the already-fantastic experience they offer. “It’s certainly recommended that planners include a trip to the Valley Forge National Historical Park in their agenda,” Higgins says. The site of the 1777-1778 winter encampment of the Continental Army under General George Washington, its natural beauty has inspired many teams as they explore it for their own leadership development. Looking ahead, TopGolf has announced plans to develop one of their next locations within King of Prussia. Once completed, this will add to an already-robust offering of attractions and things to do within Valley Forge & Montgomery County, PA.

The Hotel Hershey is part of Hershey Resorts, which offers activities from golfing to visiting a butterfly atrium. Hershey Entertainment & Resorts

Delicious & Entertaining

Offering everything from thrilling coaster rides and chocolate-filled adventures to premier dining and luxurious spa treatments, Hershey, Pennsylvania maintains the charm of America’s sweetest small town while serving as a convenient, full-service meetings and convention destination.

Hershey Lodge, one of the largest convention resorts in Pennsylvania, provides visitors with 665 well-appointed guest rooms and more than 100,000 sf of flexible meeting space. Groups of 10 to 4,000 can be accommodated throughout 35 function rooms. The Hotel Hershey, a four-star, four-diamond historic property overlooking the town of Hershey, offers 276 deluxe guest rooms, including 48 in the Woodside Cottages — the most premium accommodations — and 25,000 sf of meeting space. Groups of 10 to 450 can be accommodated throughout 21 function rooms, all featuring natural light.

Hershey Country Club is also part of Hershey Resorts, and offers more than 10,000 sf of meeting space, including the all-season Picard Grand Pavilion. The pavilion provides a scenic view of the East and West golf courses and is a unique setting for banquet events or a centralized location for tournament activities. As Michael Reynoldson, managing director, resorts sales & revenue management at Hershey Resorts explains, Hershey is located within a three-hour drive from five of the major metropolitan cities in the Northeast, and Harrisburg International Airport and Amtrak stations are also just 20 minutes from there. “Our location is ideal for groups traveling throughout the Northeast corridor. We pride ourselves in offering outstanding service and catering options, making the Hershey Resorts properties a location groups will want to revisit year after year,” Reynoldson says.

Hershey Resorts also offers one-of-a-kind team-building activities, such as the “Chocolate Challenge,” where groups work together to build free-standing structures out of Hershey’s candy products. Unique food and beverage experiences can also be combined with team-building activities, including classes that pair chocolate with wine, spirits and beer. On-site at Hershey Lodge are four full-service restaurants, a coffee shop, lobby bar and cabana snack bar at the indoor pool complex. And Hershey’s Water Works at Hershey Lodge’s indoor pool complex features two pools, Twizzler Twist water slides, Reese’s Water Walk, a water play structure and outdoor splash pad.

The Spa At The Hotel Hershey is a 40,000-sf, full-service spa that delights guests with its signature chocolate treatments. It also offers traditional and seasonal spa treatments, as well as services that pay homage to Cuba, where Milton S. Hershey owned sugar mills and plantations from 1916 to 1946. “Overnight guests of Hershey Lodge and The Hotel Hershey receive access to 45 holes of golf at Hershey Country Club — the private, 18-hole West and East courses, and nine-hole Spring Creek Golf Course,” Reynoldson says.

Hershey Lodge and The Hotel Hershey are part of The Official Resorts of Hersheypark. Overnight guests receive free resort benefits, including the best price on Hersheypark tickets, and complimentary front-gate shuttle service to and from the park. Guests also receive complimentary admission to Hershey Gardens and The Hershey Story Museum. Hershey Gardens is a 23-acre, walk-through botanical display garden. The Gardens offers 11 themed gardens, including spring tulips, summer roses and a Children’s Garden with chocolate-scented, named and colored flora. The Milton & Catherine Hershey Conservatory is included in admission, and is home to the year-round indoor, tropical Butterfly Atrium. It features dozens of rare butterflies from South and Central America, Africa and Asia, and is one of only 25 indoor, tropical butterfly atriums in the country. “Meeting space and guest rooms at Hershey Lodge were recently renovated. Revelry Chophouse, Bar & Patio is the newest dining outlet at Hershey Lodge,” Reynoldson says. Revelry offers guests a refreshed dinner menu focused on classic and contemporary chophouse fare with premium cuts, and the largest wine and spirits list available throughout the resort.

Guest rooms at The Hotel Hershey also were recently renovated. And Chef’s Market at The Hotel Hershey is a new all-day café featuring an array of tasty offerings for breakfast, lunch, dinner and snack time. It offers specialty coffees, teas and freshly made food to be enjoyed at the café, or on the go.

In addition to its Sports Illustrated magazine-recognized, 18-hole golf course, Mount Airy Casino Resort offers gaming and much more. Photo by Josiah Lewis.

Getting Their Game On

Mount Airy Casino Resort, located in Mount Pocono, Pennsylvania, is an impressive mountain retreat with amenities galore. According to Glenn Cademartori, vice president of marketing, resort attendees can expect award-winning service and amenities in every corner of Mount Airy Casino Resort’s property. “From banquets to corporate retreats, Mount Airy offers everything guests would expect from a high-end resort, and the staff needed for an unforgettable event,” Cademartori says. The all-encompassing, full-service resort destination for outdoor and gaming enthusiasts features signature restaurant options; a Sports Illustrated magazine-recognized lakefront 18-hole golf course; a spa, salon and exercise facility; a luxury, indoor/outdoor pool; a covered deck and tented area. The deck at the clubhouse of Mount Airy’s nationally recognized golf course is also perfect for corporate events, dinners and receptions. “This deck overlooks the picturesque Pocono Mountains, and the patio is a great choice for seated groups of up to 100 people. In addition to the outdoor patio at the clubhouse and 25,000 sf of meeting space, Mount Airy also boasts a 15,000-sf tented area that is perfect for a variety of large gatherings, such as trade shows, awards dinners and concerts,” Cademartori says.

Located less than 90 minutes from Philadelphia, New York City and northern New Jersey, Mount Airy Casino Resort is easily accessible for all travelers. In addition, the resort is continuing to think outside the box. Cademartori says, “Here, at Mount Airy, we are exploring different ways for our groups to be interactive, while being socially distanced in our 20,000-sf meetings and convention center/ballroom. Whether that is through unique setups, getting creative with our outdoor space or utilizing our state-of-the-art video wall to make sure that all guests, including those who may be virtual, are included in all aspects of work events.” C&IT

The outdoor plaza at CAESARS FORUM.

When people think about Nevada, their minds often turn to gambling and the big casino resorts with a presence in both Las Vegas and Reno. But both cities offer so much more, and that’s why they are hotbeds for meeting planners who are planning conferences or incentive trips.

Attendees in both cities have the opportunity to see Broadway-quality shows or concerts, eat at top-of-the-line restaurants, enjoy first-class golf courses, and in Las Vegas, even get a chance to take in an NHL or NFL game. Plus, there are opportunities in either city to take on some extra time and take a vacation or overnight trip to Lake Tahoe, the Grand Canyon or the Hoover Dam.

Andy McNeill and Todd Bludworth are the CEOs and founders of American Meetings Inc. and hosts of “The Destination Everywhere” podcast. Together, they have planned hundreds of events in Las Vegas and Reno over the course of their 30-year careers in the industry. “Neither is a wrong choice: Las Vegas for the amount of choices, Reno for the natural beauty — two very unique and affordable options for clients who want to explore the west,” McNeill says. “Reno offers close access to the mountains, as well as great casinos. Las Vegas is about access to world-class hotels and entertainment.”

Nevada is open for business, but masks are required indoors. For large gatherings, Nevada Gov. Steve Sisolak signed an order creating a mask exception if all attendees are vaccinated.

Mike Larragueta, vice president of sales for the Reno-Sparks Convention and Visitors Authority, notes Reno-Tahoe will work to accommodate attendees’ specific needs and concerns as traditional group business returns. “Meeting planners can plan with confidence with new incentives offered across our convention hotels and facilities, and Reno-Tahoe achieved the GBAC STAR accreditation, which verifies our facilities implement best health and safety practices,” he says. “Following the pandemic, we are now offering meeting planners new incentives, such as no attrition and flexible cancellation policies, and keeping our same great offers, such as 10% commission on group bookings, flexible meeting space, walkability, and plenty of destination attractions and amenities for attendees’ downtime.”

ARIA Resort & Casino

Ever-Popular Las Vegas

Las Vegas is on every meeting planner’s radar. It has tremendous airlift and, in addition, close proximity of the airport to most of the hotel locations on and off The Strip. Las Vegas includes everything from the seemingly ordinary to those things you’d easily describe as being “Only in Las Vegas.” From shows to gaming, all-you-can-eat buffets, skydiving above Lake Meade, pool parties, concerts and more, you’ll run out of time in the city before you run out of things to do and experience.

Also, most of the hotels are large enough to contain large meetings under one roof, and there is a plethora of dining and entertainment options to appeal to any audience. The city is known for its very large meeting spaces, which is great for large groups that would be “city-wides” in other destinations. Smaller groups benefit when these large groups don’t pick up all of their space, and can find some good short-term deals.

Marla Everett, CMP, CMM, CITP, director, consulting solutions at Event Travel Management, who has planned everything from small incentives up to large 3,000+-person conventions in Las Vegas, says it’s important to understand your audience for a meeting held in the city. “Some organizations appreciate the built-in entertainment, endless dining options, etc., that the Las Vegas Strip offers, and other organizations want their attendees to be focused on content and don’t want to lose their folks to the casino from the meeting room,” she says. “There are off-strip hotels that offer the best of both worlds — close enough to the entertainment, but far enough to focus on the meeting during the day.”

Another thing that Las Vegas does very well is the “VIP” experience, with fleets of cars for VIP transportation, private dining rooms, suite upgrades, etc. “If you have a group that needs some special TLC, Las Vegas has the infrastructure to do it,” Everett says. “Hotels have VIP check-in areas, a multitude of suite upgrade options, and provide car service to and from the airport and area attractions. In addition, many restaurants have private dining options, as well as unique menu options.”

Kim Becker, CMP, DES, MBA, president/owner of Emerald Meeting and Event Planning in Louisville, Kentucky, has planned seven events for seven different clients in Las Vegas pre-pandemic. “The biggest pro is increased attendance from an event-sponsor perspective,” she says. “It’s easy, and offers plenty of airline access, has a range of hotel options, great weather outside of the Nevada summer months, and plenty of activities to keep everyone entertained.” She adds, “From a planner perspective, the extent of professionals to work with in this industry is unparalleled, from convention contractors to A/V and lighting techs, to catering to entertainment. Anything you need, it’s there.”

Bennell LaPorte, global event planner for LaPorte & Company, notes Las Vegas is the type of city where even a small event, with fewer than 50 attendees, can still feel grandiose and opulent. “It’s a city that’s all about flash, glitz and everything over the top,” she says. “My experience planning events in the city has ranged from small professional development trainings for teachers hosted at local schools or hotel ballrooms to multi-day, multi-venue book-tour signings, cocktail hours and receptions that welcomed the who’s who of the city.”

Unlike other cities where the onus of coordinating post-conference activities for attendees falls squarely on the event planner, this is not the case when hosting an event in Las Vegas. “With an overabundance of things to do on the Las Vegas Strip and the surrounding areas of Henderson, Green Valley and Downtown, conference attendees can choose their own adventure, thus taking the pressure off of event planners’ shoulders,” LaPorte says. “The options are endless, and the comfortable price point for most things makes it an easy draw for attendees of all budgets.”

Besides the ample options of hotel conference spaces to choose from, one of the things that makes Las Vegas such a draw is the competitive pricing to be found everywhere. From ballrooms to hotel rooms and featured add-ons that help elevate the overall experience for attendees, LaPorte notes one would be hard pressed to find another location that provides as many options for accommodations and entertainment at a price point that would still allow you to remain at or below budget. Some may call Las Vegas “an acquired taste,” but it’s one that LaPorte thinks should be sampled by all. “For those that have never visited, it can at times feel like this unknown universe they’ve only heard about in passing through stories told by others, while those of us that have either lived there or gone before have an understanding of what makes this place so unique,” she says. “Often imitated but never duplicated, this is a city you need to experience for yourself, because stories simply don’t do it justice.”

And an event planning tip is if you’re running a large-scale event and you run out of hotel rooms in the space where your conference or meeting will be held, it’s not a major inconvenience to add additional hotel room blocks at an adjoining hotel that’s within walking distance of the event space. “What’s amazing about Las Vegas is that each hotel has a unique personality and appeal, so regardless of where you house your attendees, it’ll still feel unique to each and every one,” LaPorte says.

Resorts World Las Vegas

New & Exciting Venues

Las Vegas manages to keep reinventing itself, and nothing highlights that more than the latest shiny, new venues, such as Resorts World Las Vegas, which opened in early summer, and Virgin Hotels Las Vegas, which opened in early spring.

Resorts World, the first gaming resort to open on The Strip in a decade, offers 250,000 sf of flexible space, six ballrooms, 50 meeting rooms and a 5,000-seat theater. As for food and beverage, there are 40 “experiences,” which include everything from signature restaurants offering fine dining, such as Genting Palace and Brezza, to casual market fare establishments, such as Craig’s and Bites. The expansive resort — siting on nearly 88 acres at the north end of the Las Vegas Strip and boasting 3,506 luxury guest rooms and suites — offers three of Hilton’s premium brands: Las Vegas Hilton, the resort’s full-service brand; Conrad Las Vegas, Hilton’s contemporary luxury brand; and Crockfords Las Vegas, one of the first hotels to debut in the U.S. from LXR, Hilton’s collection of independent luxury properties. The 27,000-sf spa offers plenty of relaxing amenities, and as for gaming, Resorts World will present an unrivaled gaming experience with the most innovative technology in the industry, according to a news release. The 117,000 sf of gaming space features more than 1,400 slot machines, 117 table games, a dedicated poker room and 30 poker tables, plus high-limit areas and a sportsbook. The next-generation casino will redefine the traditional gaming experience by introducing the most technologically advanced casino and gaming operations all within one integrated resort. “Our vision at Resorts World Las Vegas has always been to provide first-of-its-kind experiences across every element of the resort, including gaming. Through our partnerships with best-in-class gaming technology partners, we will offer our guests a fully integrated experience, not just on the gaming floor, but across the entire resort,” Rick Hutchins, senior vice president, casino operations, says in the release. “The Resorts World Las Vegas mobile app will better serve patrons by providing loyalty and personalization based off their preferences for guests enrolled in our Genting Rewards program.”

Virgin Hotels Las Vegas, formerly the Hard Rock Resort & Casino, sits just east of The Strip and offers 130,000 sf of expansive indoor event, meeting and convention spaces, as well as a 4,500 person multi-use, state-of-the-art theater. There are 1,504 “chambers” and a dozen eateries, which include Nobu by Chef Nobu Matsuhisa and Olives by Todd English. As for gaming, the hotel boasts a 60,000-sf Mohegan Sun Casino with all the latest table games and slot machines.

Reno Sparks Convention Center

Loving Reno

The Reno-Tahoe area is a vast and diverse region of high desert valleys, majestic tree-lined mountains and crystal-clear lakes. Colloquially called the ‘Biggest Little City in the World,’ Reno is continuing to be an up-and-coming destination for outdoor adventurers, business entrepreneurs, and art and culture enthusiasts. The natural surroundings, entertainment, and bustling Midtown and Downtown districts, with breweries, restaurants and nightlife, continue to attract new and recurring visitors. “There’s no other place in the world that can claim the beauty of Lake Tahoe, the action and adventure, the rich history of the Comstock Lode, or the state’s oldest recorded settlement — all within 60 minutes of each other,” Larragueta says.

Visitors love the close proximity to the crystal-clear waters and famous ski resorts at Lake Tahoe, which is only 40 minutes away from Reno. “Reno-Tahoe has everything meeting planners need to achieve business results, from versatile event facilities to team-building events to creative off-site events,” Larragueta says. “With business and leisure activities offered year-round and expanding air service, meetings professionals can receive a first-tier experience in the destination.”

In Reno, meeting space options are endless, with more than 1 million sf of meeting space and 15,000+ hotel rooms to accommodate meetings and trade shows to sporting events and concerts. Some of the top event facilities include the 600,000-sf Reno-Sparks Convention Center, featuring an i-Studio, used to host virtual and hybrid events.

Reno-Tahoe offers a destination with a plethora of both business and leisure activities year-round. “We understand the importance of easy access to entertainment, which is why many of our event spaces offer on-site activities, including upscale casinos and the popular Whitney Peak Hotel rock-climbing wall overlooking the classic Reno Arch,” Larragueta says. “So much of what Reno-Tahoe has to offer is located within 20 minutes of our major properties, giving meeting guests the opportunity to easily explore the outdoor shopping, art and restaurants.”

There are also opportunities for great team-building events, such as private-led street art tours, brewery tastings or outdoor adventures, such as group hiking in the Sierra Nevada mountains or skiing the slopes in Tahoe. While meeting planners often flock to Reno, the city lends itself better to smaller groups than Las Vegas.

Bludworth notes there is plenty for people to do in Reno outside of meeting time. “In Reno, attendees can ski and get out into nature during the summer time,” he says. In fact, you can ski, white-water raft and ride a bike all in the same day.”

Michele Sheridan, director of programs and communications for Harman Management Corporation, a franchisee of KFC and Taco Bell, is planning an upcoming seminar in Reno and an incentive trip in Reno-Tahoe for 2023. “When I went to explore the areas, it was an eye-opener. You can find some good quality properties that provide a lot for the attendees to do,” she says. “I was impressed with the Downtown area and how they’re restoring its history. It’s a charming area that I think people will enjoy, and we’re all looking forward to it.”

And in the past year, there have been a record number of direct flight destinations to Reno-Tahoe International Airport, which is now offering 23+ non-stop flights, helping make the destination easily accessible for travelers all over the country.

Caesars Entertainment has numerous options of meeting space and amenities in Reno, such as THE ROW, which offers more than 4,000 rooms and suites with more than 180,000 sf of innovative meeting and exhibition space. There’s also three seamlessly connected resorts: Eldorado Resort Casino, Silver Legacy Resort Casino and Circus Circus Hotel Casino. “So, whether you’re looking to host a large conference, an out-of-the-box event or a meeting that is anything but ‘business as usual,’ we have the perfect venue,” says Don Goodman, director of sales, Reno & Lake Tahoe for Caesars Entertainment. “Groups can treat their attendees with a relaxing day at the Silver Legacy Spa, take a swing on one of Reno-Tahoe’s stunning golf courses or enjoy some fun team building at the all new TopGolf Swing Suite.”

Reno also boasts the Reno Aces Ballpark, the National Bowling Stadium, the National Automobile Museum, the Nevada Art Museum, the Children’s Discovery Museum, the Riverwalk District, Wingfield Park, plus so much more. “The destination alone has so much to offer,” Goodman says. “It gives our attendees an amazing outdoor experience, along with an incredible emerging foodie and entertainment scene — this along with great value and friendly hospitality.”

The AICPA selected ARIA Resort & Casino and Park MGM to host its ENGAGE 2021 event. Photo courtesy of Stephanie Dumey.

Events in Action

When a software company that had grown through acquisitions decided to combine multiple different conferences into one larger conference, Everett notes Las Vegas was the only place with hotels large enough to handle the newly combined event under one roof. “It was a huge success because the space was large enough to hold a combined general session and expos, while also allowing business units to hold smaller conferences within the conference and still have connections with each of their target audiences,” she says. In addition, this event had many sponsors, and the hotel meeting space was set up to easily incorporate signage opportunities for sponsor exposure.” Attendees paid for their own travel for this event, and the reasonable airfare and hotel costs helped drive attendance, as well as the ease of getting in and out. “Overall, the ROI of holding one event with greater overall attendance was a huge win for the organization,” Everett says. “Not only did they optimize their budget, but they had a more in-depth connection with their audience.”

AMI produced a national sales meeting for DHL in Las Vegas pre-pandemic, and after-work activities included backstage tours, and meet- and-greets with the entertainers, which McNeill notes was a “huge hit.”

The Association of International Certified Professional Accountants (AICPA) has been planning meetings and conferences in Las Vegas for more than 25 years. “Some of our conferences rotate in and out of the city, while others are permanent ‘residents,’” says Stephanie Dumey, CMP, senior manager, meetings & conferences for the AICPA. “Las Vegas has something to offer everyone. It starts with great lift and easy access in and out of the airport to a wide range of venues. Las Vegas is the type of city where you can accomplish anything, thanks in large part to the high quality of event services and talented professionals available.”

AICPA’s ENGAGE event recently celebrated its fifth anniversary in Las Vegas. It all started in Las Vegas in 2017 with more than 4,200 accounting and finance professionals, speakers, exhibitors and sponsors. “We combined five of our long-standing individual conferences into a five-day, 320-session, nine-track mega event and, wow, did we learn a lot that first year,” Dumey says. “The MGM Grand, Grand Garden Arena and TopGolf Las Vegas partnered with us on a level that far exceeded our expectations right from the start. And we [were] thrilled to be back for the live portion of our hybrid event at ARIA and Park MGM Theatre for our ENGAGE 2021.”

MGM Resorts International has a significant presence in Las Vegas. In addition to ARIA Resort & Casino and Park MGM, other properties in Las Vegas include flagship property MGM Grand Las Vegas Hotel & Casino, Bellagio, Vdara Hotel & Spa, Mandalay Bay, Luxor and The Mirage Hotel & Casino, to name a few. The MGM Grand Conference Center offers 850,000-sf of meeting and event space with a 5,500-sf outdoor courtyard.

MGM Resorts touts its Convene with Confidence program as one of the most comprehensive health and safety plans around, saying it’s designed to get businesses back to meeting in person. Convene with Confidence consists of detailed protocols that incorporate health and safety into every aspect of the convention and meeting process. Efforts range from smart planning of the event itself to contactless check-in and increased cleaning schedules of common areas, with special attention paid to high-contact areas such as doorknobs.

Now fully operational within the Convene with Confidence ecosystem are several advancements, including an optional COVID-19 testing protocol that delivers fast results, and allows event organizers the ability to create a perimeter for their events.

The casino at Resorts World Las Vegas. Photo by Megan Blair.

Enjoying the Nightlife

In Las Vegas, some attendees like gaming, while others simply spend time poolside or take in a show. “The Cirque du Soleil shows have been popular for years with long runs like ‘O’ at Bellagio and ‘Beatles Love’ at Mirage,” Everett says. “Shopping is available at all price ranges from Ross to Tiffany. Other unique options include helicopter rides and a visit to the south rim of the Grand Canyon.”

There is also a certain energy to the city that can be invigorating for attendees. “If we’ve learned anything in the past year, meetings can go on [virtually], but there is no replacement for the energy of an in-person event, because the emotional connection is stronger,” Everett says. “Las Vegas provides so many spectacular experiences that it also drives that emotional connection and ‘wow’ factor that attendees remember.”

There are a few other cities which offer the variety of hotels, meeting facilities, restaurants, social activities and entertainment options, but Las Vegas is really unique. “If a group has not hosted a meeting there, and they don’t have any perception issues, I think they can’t go wrong, and should expect to see an increase in attendance, which benefits the hosting organization as well,” Becker says.

Dumey notes Las Vegas has an endless supply of activities, and not just for conference attendees. “Our participants often bring family and friends to help them take advantage of the amazing shows, world-class shopping, incredible restaurants and the absolute best people-watching,” she says.   C&IT

Rick Grimaldi is a workplace trends expert and the author of “FLEX: A Leader’s Guide to Staying Nimble and Mastering Transformative Change in the American Workplace.” His unique perspective comes from his diverse career in high-ranking, public-service positions, as a human-resources and labor-relations professional for an international hi-tech company, and presently in private practice as a partner with Fisher Phillips, LLP, one of America’s preeminent management side labor and employment law firms. For more on this subject, check out his recent interview with Wharton on Sirius XM Radio at rickgrimaldi.com.

For a while it looked like remote work was here to stay. But with the availability of the COVID-19 vaccine, some employers have realized having people in the office is better for business. Some employees are happy to come back, but others are not as willing. What’s an employer to do? Of course, you could force people to come back, but you don’t want to lose good employees — and, frankly, it’s better for everyone if people don’t come back begrudgingly.

That’s why the best approach is to convince the reluctant returners.

We all know the old school command-and-control style of leadership doesn’t work any longer, and that includes the issue of determining where people work. Instead of dragging employees back against their will, it’s better to entice them with a collaborative, happy, innovative work environment they can’t resist.

In other words, if you build the right case for coming back, you can pull them in your direction — no pushing required.

Read on for some strategies to incentivize your employees to come back to the office.

Be sure everyone understands the “why.” Be very clear about your reasons for bringing people back to the office. If having people on-site increases productivity, share that. If profits took a nose dive once people moved to remote work, be transparent and give them the facts. When you level with them about your reasoning instead of giving a command with no explanations, people are more likely to respect those reasons and comply.

If you have changed your mind, address that. Some companies are just now seeing the value of having people in the office. Be honest about this. Tell employees: “We didn’t realize at first that face-to-face interaction was so pivotal to our success. The past year has shown us that it really is.” They will appreciate your candor.

Make your workplace a place they want to be. Employees don’t want to work in offices with bad cultures. But unfortunately, many workplaces were unhealthy prior to the pandemic, and workers may now fear returning to their former toxic, drama-filled, high-stress work environment. It’s not too late to cultivate a culture where people want to be. Focus on building collegiate, close-knit, trusting, inclusive and uplifting teams that inspire a sense of belonging in people. When people feel they have a “tribe” they will want to come to work. After all, camaraderie is the antidote to burnout — something many remote workers are currently suffering from.

Employees need an atmosphere of psychological safety to do their best work. Make sure your workers feel free to speak with candor, are allowed to make mistakes without blame or retaliation, and can deliver bad news without fear of your reaction. Finally, make it clear that the workplace is a bully-free zone. The best workplaces today do not allow anyone — including leaders — to dominate, demean or belittle their workers.

Add policies that make sense for today’s workplace. Jettison those that don’t. The pandemic changed a lot about the way we do work. Organizations found ways to digitally transform overnight, companies shifted to remote work and flexed to stay afloat. And in some cases, those changes and new habits have made the workday run more smoothly. Figure out which of the new practices that you adopted during the pandemic are worth maintaining — and which old practices you can let go for good. For example, if you got rid of your daily morning meetings during work from home and opted instead to meet only twice a week — and it is working well for the company — you might decide to make that change permanent.

Talk with people one-on-one to understand their hesitancy to come back to the office. A candid discussion with individual employees can help you dig deeper to find out why they may not want to return. Is it a child-care or elder-care issue? Is it about safety? Is it something else entirely? Their reasons may not even be what you think they are. But once you understand their reservations, you may be able to help them manage their concerns or solve the problem.

One-on-one interviews can help you get a sense of where people are coming from. You can learn who is burned out, who might be planning to leave, and who has new ideas around the future of work in the post-COVID era. It’s a great way to take peoples’ temperature and work together to find solutions to make the transition back easier on everyone.

Make a case for mentoring opportunities. Remote workers don’t get a lot of face time with leaders who could give them valuable career insights. Further, younger remote workers are less likely to pick up strong communication and professional skills, establish career goals and build a network that they can rely on for years to come. But mentoring opportunities are abundant in an office setting. Young workers will benefit from the incredible wisdom and experience of senior employees, and more seasoned workers can rely on millennials and Gen Zers to help them develop digital skills, learn to use social media for marketing campaigns, and adjust to an increasingly diverse and inclusive work environment.

Play up the return of trust. Just ask your remote workers: It can be very difficult to build trust-based work relationships when people only communicate over Zoom meetings and email. Without daily face-to-face interactions, people never get to know their colleagues and build strong relationships. But spending time with colleagues at work allows for the informal exchanges that help people get to know one another and eventually build trust.

Highlight the power of in-person collaboration. Collaboration is necessary for innovation. But chances are your employees aren’t getting a lot of chances to collaborate remotely. The best brainstorming and innovation happens in person — and anyone who wants to hustle and harness that creative energy will be eager to show up in person to do so.

Offer more flexibility around when and where people work. Just make sure it works for both leadership and staff. During the past year, many employees have gotten used to being able to pick up their kids from school or take an aging parent to medical appointments. Naturally, they don’t want to give this up. The solution may be to offer a hybrid model that allows people to be in the office part time and remote part time. Or consider allowing them to be flexible with stop and start times.

Often, you can set up a system that works for both leaders and employees. Leaders can get the face time they need to manage and ensure workers are productive, and employees get more of the work-life integration that they crave. Finally, by staggering schedules and shifts, or allowing a hybrid model, you can meet your goals while keeping people as safe as possible.

Make workplace safety a top priority. Even though vaccinations have driven down COVID cases nationwide, employees are still concerned about safety at work. To ensure that you are complying with established safety practices, check out guidelines posted by OSHA and the CDC. A laser focus on safety not only helps companies prevent disability and discrimination claims and avoid OSHA fines, it sets them up to recruit and retain top talent.

Not only will these strategies entice people to come back to the office more quickly, they will also help your organization attract top talent. When you make your business a place people want to work, you are more likely to maintain the competitive edge that leads to innovation, creativity and success.     C&IT

Lynette Moore, left, director, Quorum, says she is seeing an uptick in bookings for in-person events at the Philadelphia venue. Courtesy photo.

It’s been a strange time for corporate meeting planners over the last 18 months, as the meeting cancellations and the transition to virtual and hybrid company events have significantly impacted the corporate meeting landscape, thereby affecting budgets. But as social distancing guidelines have eased and more companies are thinking about getting together in person again, it means planners need to once again rethink how budgets will be affected in 2022.

Latasha Brooks, CEO, Coach Brooks Business Consulting and an event planner who specializes in government and corporate contracts, knows the best way to budget for the future is to think about what has already happened in years prior. “For the year 2022, I plan to handle my meeting budget by reflecting on what was successful in the past, and focusing on room for improvement,” she says. “Organization and transparency are vital. I will be intentional on strategies that produce growth, while at the same time, continuously challenging my areas of development.”

Meredith Smith, principal – Americas at FESTIVE ROAD, a travel and meeting management company, has seen a broad spectrum of clients adjusting budgets due to the pandemic, ranging from zero-based budgeting to a percentage of 2019 pre-pandemic spend, to a percentage increase from 2020. “Many factors influence the budget around the uncertainty of hybrid meeting costs, [and the] continued effectiveness of virtual meetings,” she says. “Ultimately, the budget still resides with the business unit, and there has never been a more important time for the meetings team to engage with the budget owners, to be their trusted partner to discuss options and to enable information to be shared with meetings partners for resourcing and delivery excellence.”

These factors include what is the “new normal,” what attendees should and can expect, what is their appetite to attend, where and how. “The biggest change is the uncertainty and the lack of control over the circumstances that can affect the event even occurring,” Smith says. “Those that have embraced this and moved fast with regaining control by determining the what, how and when on their terms will be slightly ahead of the game as we enter 2022.”

Source images via DepositPhotos.com.

A New Way of Thinking

No matter how many years of experience someone has in the business, almost everyone is thinking about 2022 in a totally new way. For instance, hybrid meetings can cost much more than a virtual or face-to-face meeting. Increasing the budget to include more reach of attendees to do a hybrid meeting is one important area of change. As one CEO of a successful enterprise shared, he’s handling his budget for 2022 meetings by working closely with stakeholders, setting the goals and planning for the meetings. But due to the pandemic, his budgeting strategies for meetings have changed by cutting his meeting budget for food, drinks and entertainment. “Actually, budget allocation is becoming really difficult,” he says. “This is because the time we spent and lost evaluating and tracking individual budgets is high.”

Brooks knows that being stubborn and trying to think in the “old way of doing things” will fail. “First and foremost, the pandemic has taught us to be open to change,” she says. “Therefore, the biggest adjustment in my strategy was mental. I had to learn to pivot and shift my mindset first, before I could successfully apply these strengths to my business model. Then, I could efficiently transition the modifications needed to fit the new mold and customer needs based on the current circumstances of the pandemic. This pivot was vital to the success of my business.” The biggest changes in budgeting currently, she notes, are the electronic conversion and shared data between systems. “You can easily transfer budgeting data between multiple systems and categorize them,” Brooks says. “The efficiency of this advanced technology can minimize the hassle of filing your taxes.”

Mandi Graziano, vice president of global accounts for HPN Global, a venue procurement and meeting management company, and owner, Facetime Coaching Company, has more than 20 years of experience in hospitality and group sales, and deals with corporate planners regularly. She is also very involved in the front-end analysis of meeting costs, so she understands how planners are thinking about budgeting in the upcoming year. “Currently, my clients are evaluating budgets in many different ways,” she says. “We obviously can’t look solely at 2020 because some clients had virtual meetings only, some had hybrids and some did not meet at all. Looking at 2019 is the best measuring stick for now with a plan for growth.”

Also, many of her clients are evaluating what a global meeting looks like vs. a domestic meeting only with a virtual component for global attendees. This has meant strategies are all over the board. “Some clients are planning for regional meetings within drive markets. Some are planning to blow their numbers out of the water,” Graziano says. “Some clients are focusing on customer-facing events, [such as] external meetings, where others are really building their culture and boosting morale with a ‘wow’ in-person live meeting for their employees. It really depends on the industry and the propensity to want to travel and have events within that particular organization. Each organization’s DNA is different.”

Daniela Sawyer, business development strategist for FindPeopleFast, has seen a lot of changes to her corporate meeting structure the past 18 months, and knows that working with a hybrid module will require multiple meetings for team sync, project discussion, client meetings, etc. “We need to procure a separate budget for meetings, which will be for virtual meetings and on-site meetings as well,” she says. “Therefore, we need to spend 10% of our budget on meetings arrangement, software subscription and other things related.”

Michael Hammelburger, CEO of Sales Therapy, helps marketing agencies boost their closing rate by coaching them on game-changing sales strategies, and also advises on the best budgeting practices for meeting planners. “We’ve started incorporating spend management practices consistently in our [financial planning and analysis],” he says. “Spend management involves managing costs related to supply chain, outsourcing and procurement. Whether you are going through cash-flow challenges, or you are facing a potential loss of funds, learning how to reduce your business expenses is vital if you are to survive the storm.” He added that in some instances, a few minor tweaks here and there can help planners minimize their monthly expenditure, while in other cases, they might need to consider other major cost-cutting measures. “We’re more careful with budgeting, but we don’t want to compromise our plans at all.”

Once a planner finishes the budgeting process, one of the biggest mistakes they can make is to file it away, only to pull it out again at the end of the coming year. After all, if there’s one thing that the pandemic has taught us, it’s that anything can happen to change things. If there’s a CFO on the team, they can correctly facilitate an imperative forecasting process that reaches beyond the annual budget and includes more of a three-year plan. This can assist a business to think about future business determinations and goals. Doing this will help observe spending money during the year and help management make important decisions.

Outdoor meetings and events have become more prevalent during the crisis. Photo courtesy of Sarah Haines.

The View of the Venues

The last 18 months have been a roller coaster of closing spaces, reopening, seeing new bookings, and dealing with cancellations because of new waves of COVID-19. That’s meant the traditional slow time of year has completely changed, and venues need to budget correctly themselves to ensure they have a long future.

Lynette Moore, director, Quorum, at the University City Science Center in Philadelphia, notes the venue is taking a conservative approach on revenue budgeting. However, she is seeing more leads and bookings occurring for spring 2022. “As for expenses, we continue to look at A/V upgrades to adapt to hybrid events and make the user experience in the space as pleasant as possible,” she says. “We have always been flexible and creative in the way we think about convening people. Room layouts, food offerings and set-up take a more creative approach than before.”

The A/V elements and technology have really exploded since the pandemic started. Before it was rare to have meetings that needed video conference capabilities for people to listen to presentations, but now the venue is seeing more hybrid events that attendees not only need to hear, but need to participate and engage with others. “Also, the technology for linking events to virtual health pass wallets [is now a factor],” Moore says. “With more and more companies requiring vaccinations, we are looking into ways to have people register, and be identified as vaccinated, while keeping their information safe and secure.”

While the Science Center is seeing an uptick in clients wanting to schedule in-person meetings at Quorum, there are still a lot of new ways of thinking about running a safe and secure meeting. “We find ways to meet their goals of the meeting and keep everyone safe,” Moore says. “With more events going hybrid, we are finding creative ways to have hybrid meetings in which both people in the room and online will have a great experience.”

Even More Challenges

Despite the uncertainty that still exists with the Delta variant possibly causing more cancellations, COVID-19 issues aren’t the only thing that is impacting budget planning. The biggest challenge Brooks foresees with planning a budget for next year pertains to the additional funding from the federal government within the economy. “Business owners need to be very strategic with staying organized and documenting carefully in the event of an audit,” she says. “Budgeting and organization is even more vital when a federal entity is involved.”

One thing to keep in mind is that there are more eyes on the budget than ever before, and that can create issues when too many people are trying to make decisions. “The C-level suite is more involved in the decision-making process as full financial analysis of items are reviewed now in the site-selection phase, where [before] many items were reviewed more in depth during the planning phases,” Graziano says. “There’s definitely a lot more spreadsheets these days. There are many more people involved in the budgeting process and evaluation earlier in the process at a higher level than ever before.”

Sawyer adds that there’s closer dissection of budgets as well, and every item has to be looked at carefully. “We are considering our present financial situation, present fund condition, upcoming invoices and revenue predictions, along with our business goals,” she says. “As we had faced delayed payment from our clients very often last year, it’s better to keep this in mind and plan primarily according to present funds.”

Another thing to consider with budgets is that hotels that may have been used in the past and available for certain prices, may either no longer be operating due to pandemic pressures, or had to raise prices. “Staffing is a concern at hotels within vendors and on-site,” Graziano says. “Low staff means it may be more expensive. [It’s] tough to budget for this. Also, since it’s many people’s first meeting back, many clients want the meetings to be as high-touch as possible, which physically means more people/staff at the meeting, which has to be budgeted for as well.”

Food and beverage costs are also rising due to supply-chain issues and other seasonal issues. Planning for higher costs, new hotel add-on costs, and unexpected travel-related costs are all factors that planners must consider. “The unknown of everything is the biggest challenge,” Graziano says. “Most of my clients have a plan A, B, C, D and E for everything, and have to be ready to pirouette at any moment based on when travel is booked, the limited number of direct flights, the availability of hotel costs, rising hotel room rates, vendor pricing, etc. Be ready for everything, and add on a buffer to all the budgets to compensate for all the changes.”

For example, transportation seems to be all over the place. At one point during COVID-19, instead of putting everyone in one vehicle, the client had to get four vehicles to adhere to social distancing guidelines. Most planners budgeted for one — not four — but needed to be compliant, and so did what they had to in order to make it work. Things like that need to be considered for 2022 planning purposes.

Los Cabos, pictured, and other destinations have not only been managing the pandemic well, but have also remained open to meetings and events as their economies depend heavily on them.

 Tips for Success

Some of the best tips Graziano offers to those planners considering 2022 budgets now are to plan for expenses to increase due to supply-chain interruptions and shortages, plan for expenses to increases in staffing, and if the plan calls for a hybrid meeting, plan for more expenses. “Doing a face-to-face and virtual at same time will cost almost twice the meeting,” she says. “Estimates are 1.5 [times what an in-person] meeting costs.”

For those who have been successful as planners in the past, budgeting is not intimidating, it requires a strategic plan, utilizing proper resources and staying organized. “To plan accordingly for budgeting, I plan to stay organized throughout the year,” Brooks says. “Being proactive is less stressful than being reactive. Going into the new budgeting year with a plan is key. Knowing your resources and supporting applications helps alleviate stressors.” She suggests adding a cushion to the budget of at least 35% just to be safe.

For Graziano, her advice is to “Communicate, communicate and communicate,” she says. “Be in contact with all your vendors so you know what’s changing and what’s available. Be in contact with your internal teams on the realistic costs and availability.”

For 2022, Smith recommends a bottom-up approach vs. the traditional top-down approach. “Determining why you need to meet, how and who needs to attend, with directionally correct costs based on meeting type ultimately gives you an end figure,” she says. “If you plan to a number, you’re executing events for the sake of meeting that number allocated. This is the time to be applying focus to the effectiveness of the content and ensuring the outcomes of the meeting are achieved.”

Also, for those in charge of meetings at a company, the advice is to engage, talk and have a seat at the table. “Listen and ask really great questions about what meetings need to occur and why,” Smith says. “It’s also OK to ask the tough questions, like ‘Is the budget decision coming from the leaders, or can it be developed by the individual in charge?’ ‘How can we maintain the positive outcome the pandemic has had on the dramatic decrease in carbon emissions?’ or ‘Can we rethink how we execute meetings?’ The answers to all these questions will affect both the budget and actuals.”

And most importantly for any planner, if you want to have a meeting in the future — and are sure you can do it — book it now. Availability is going to continue to be scarce in 2022, 2023 and 2024 due to the amount of programs that have been lifted and shifted out of 2020 and 2021. “If you have a bucket-list location you’ve always wanted to go to, make that list; book it now,” Graziano says. “It’s possible to get better packages now to the end of 2021 for future years. But, be OK to consider something new — a new city; a new way of doing your meeting. Being flexible is the name of the game.”   C&IT

Hailed as the world’s leading business strategist, award-winning professional speaker Scott Steinberg is among today’s best-known trends experts and futurists, and the bestselling author of “Think Like a Futurist;” “Make Change Work for You: 10 Ways to Future-Proof Yourself, Fearlessly Innovate, and Succeed Despite Uncertainty;” and “Millennial Marketing: Bridging the Generation Gap.” He is also the president and CEO of BIZDEV: The International Association for Business Development and Strategic Partnerships. His website is FuturistsSpeakers.com.

The world of business continues to evolve at an unprecedented pace, with half of all S&P 500 companies expected to be replaced within the next decade. Moreover, the first place that organizations need to adapt if they want to survive lies in the area of evolving workplace skills and upskilling their workforce, according to HR People + Strategy. Clearly, those talents which bring enterprises success in tomorrow’s working world will be greatly different than those which have served them in the past. Following, you’ll find seven new skills that every business should be adding to its employee learning and development plan if it wants to succeed in an age of constant change; and for that matter, the benefits of upskilling employees in this manner, as well as why it pays to be making this retraining a priority.

Creativity — Shh, don’t tell: Innovation is just another word for improvisation. Likewise, it’s often a matter of perspective, as simple shifts in business or communications strategy can prove every bit as powerful as game-changing breakthroughs at driving positive results for your organization. Don’t have the time or cash to think three to five years ahead into the future, or invest heavily in giving your business plan a huge overhaul? No worries: You can succeed by upskilling the workforce and teaching employees to think differently here and now instead. Train them to ask themselves questions like: What other possible uses for our products and services exist? How can we repackage or represent existing solutions to better appeal to new audiences? Are there ways we could be doing in a single step what’s currently taking us several? You may be surprised at just how quickly simple exercises such as these can send profits soaring.

Communications — Wondering how to most effectively upskill team members? Take a tip from the founders of technology giant Google, who once created a scientific method to analyze nearly every HR- and job-related decision that the company had made in order to see what made its top-performing employees so successful. Surprisingly, what they discovered was that technical skills such as an individual’s ability to manipulate software and create cutting-edge applications weren’t what gave these executives an edge. Rather, it was soft skills such as the ability to effectively communicate with co-workers and empathize with others that were likelier to determine who would be an effective leader in the end. Especially worth noting if you’re an employer: STEM (science, technology, engineering and math) capabilities ranked among the least important determinants of success to be found amongst top employees. High emotional intelligence (EQ) proved a better predictor of superior on-the-job performance instead. Keeping this in mind, training workers to be strong communicators is every bit as crucial to finding success in tomorrow’s working world as training them in today’s most cutting-edge software engineering techniques or management theories.

Multi-Tasking — According to researchers at IBM, constant change is the new normal in the workplace, and unpredictability is the only thing we can predict. Noting this, colleagues’ efforts will only be further stretched between more tasks and projects in coming years, and their attention split increasingly thin. As a result, teaching workers how to effectively juggle a multitude of responsibilities and deadlines will become a growingly important fact to add to employee learning and development plans going forward. Given that they’ll continue to be pulled in multiple directions in coming years, and with greater frequency, it’s vital that you train associates to effectively manage multiple tasks, and perform work efficiently. Likewise, you’ll also want to teach them how to better relieve stress, and the importance of maintaining a healthy work-life balance.

Agility — Numerous businesses can now go from conceptualizing to executing a new idea in under 90 days, a process which can also take under 30 days for many startups. That’s because these organizations understand that the quicker you can deploy a new idea, the faster you can get feedback from the marketplace — and more rapidly you can use these insights to enhance business strategy. That’s why it’s vital to also teach employees the importance of adopting a minimum viable product (MVP) mindset, wherein they use the least time and resources possible to create and test working prototypes. The faster you can bring concepts to life and determine how audiences react to them, and the more rapidly you can translate these learnings into action, the more successful you’ll be.

Listening — Want to rapidly create positive change in your organization, and consistently find ways to stay ahead of the curve? Train your team to grow bigger ears. Studies repeatedly show that customers are the single best source where organizations get successful and innovative new ideas, and everyday employees are often the most informed audience in any business. Unfortunately, nearly half of all businesses aren’t even surveying or polling clients, let alone collecting actionable information from customer service reps, salespeople and other frontline leaders. Bearing this in mind, teach your people to keep their antennae peeled for incoming signals from the marketplace at every turn. The better you become at hearing them, the better off your business will be.

Empathy — It’s also important to train workers to be more empathetic if you want them to stay better attuned to any operating environment and respond rapidly and productively to changes within it. That’s because doing so frequently requires us to relate to the needs of customers of co-workers; engage with these individuals; and find ways to inspire them to take positive action at every turn. Similarly, boasting strong emotional intelligence is also key to leading people and helping guide them past setbacks, and through times of great uncertainty and upheaval. So if you want workers to be successful leaders, teach them to be more empathetic — it’ll make them more open-minded, flexible and resilient in the end.

Leadership — Trade secret: In a world of new and novel problems, it pays to teach your people to be capable of applying both logic and creativity to solving any given challenge. What’s more, in increasingly uncertain business environments, it’s also vital to train them to make firm decisions, even in the absence of perfect information. This can be done by introducing them to the concept of strong, but weakly held opinions — wherein you do your homework and make the best choice given current insights, but remain open to revising plans as more feedback is gained. Likewise, it’s also important to underscore the importance of keeping a cool head under duress, and acting thoughtfully, even amidst ongoing disruption. While leaders can’t predict every twist or turn the marketplace will take, they always have the ability to pivot action plans to better steer organizations toward success — and the ability to course-correct and revise those plans further as scenarios continue to develop.   C&IT

Mickey Mouse is one of the “Disney Fab 50 Character Collection” appearing in all four Walt Disney World Resort theme parks in Lake Buena Vista, Fla., as part of “The World’s Most Magical Celebration,” beginning Oct. 1, 2021, in honor of the resort’s 50th anniversary. (David Roark, photographer)

As a meeting destination, Florida avails an impressive variety of backdrops. From awesome to intimate, with locations ranging from sleepy to downright buzzy, there is truly something for almost every style of gathering and budgetary consideration. And when it’s time for a breather, meeting planners will find Florida replete with water sports options and theme parks, beach combing and wildlife viewing, and a climate that invites al fresco events year-round.

Of course, summer 2021 presented unusual new challenges, as the meetings and convention industry got back onto its feet for the first time in more than a year. While one organization after another found reasons to pivot, many also found ways to navigate the uncertain territory created by the pandemic, often to great success. They also encountered an audience excited by the prospect of gathering again, and Florida rolled out the welcome mat for them.

In-Person Was Important

For Andy Smith, president and CEO of Halldale Group, a training and simulation company operating in the B2B media and events space, “enthusiasm levels were high” for the World Airline Training Summit (WATS), which took place for the 15th year in Orlando, in June. The annual conference and trade show provides the latest on best practices in training and simulation technologies to all safety-critical enterprises. “We have an obligation to serve our community with the latest information,” Smith says. “Coming out of COVID-19, airlines are in very new territory with training operations right in the center of the ‘return to service’ of all airlines. Without the training, retraining and certifying of pilots, cabin crew, maintainers, etc., airlines would be limited in the number of aircraft they can fly.”

Prior to the pandemic, WATS took place over three days, with a pre-event day used for workshops and culminating in an event icebreaker. The expo hall would host 130 booths for about 80 exhibitors, including North American, European, Middle Eastern and Asia-Pacific based businesses. In past years the event — often held at the Rosen Shingle Creek — would typically attract upwards of 1,500 attendees from 50 countries. Smith notes that Orlando is the largest center of the aviation high-tech training and simulation industry, and houses several world leading universities in this space. Last year, WATS was run as an online event only, and Smith was challenged to return to an in-person format this year. “After being forced to run virtual conferences and exhibitions in 2020, our sponsors, exhibitors and attendees were not supportive of doing the same in 2021,” says Smith, adding that a hybrid event would be cost-prohibitive. “With travel restrictions still in force, we knew this year’s WATS was going to be very different, and we had to work closely with exhibitors to allow them the maximum time before committing. In our case, that ran down to the wire. When it became obvious that European exhibitors would be barred entry to the U.S., even if vaccinated, we lost about 20% of our floor plan two weeks out.”

In the end, WATS 2021 drew 500 total attendees and 30 exhibitors; about 97% of the attendees were U.S.-based. “For well over 90% of the audience, it was their first conference outing since March of 2020, and it was very obvious that everyone was reminded of the value of their favorite live event,” Smith says. “Almost half of this year’s delegates were first-time attendees, which was a huge surprise for us.”

Rosen Shingle Creek

Sprawling across a 255-acre property, the 1,501-room Rosen Shingle Creek is one of Orlando’s largest conference facilities, with four column-free ballrooms measuring up to 95,000 sf. Other features include four pools, a full-service spa and an 18-hole, par-72 championship golf course by the Arnold Palmer Design Company. The hotel is just 10 minutes from the Orlando International Airport — closer to the terminals than most Orlando conference hotels. “The facilities, standards, service, and food and beverage at Rosen Shingle Creek are all of the highest quality,” Smith says. “The fact that, time after time, we return to see so many of the same faces is the clincher. It makes the event not only easy to manage, but the friendships built up with the convention staff, F&B teams, package and bell staff make the event so much more enjoyable. We have been to other venues, and the only thing that is the same each year is the building.” Smith adds, “It was great to be back at Rosen Shingle Creek at our own live event. Anyone in the events industry will understand that feeling. And for our community, which works collaboratively to improve training and safety, there is so much value in the face-to-face networking on-site and around the event. That cannot be replicated in any other format.”

Custom T-shirt company Big Frog selected Wyndham Grand Orlando Resort Bonnet Creek for the site of the company’s annual meeting. Photo by Mark Loyack / Christie’s Photographic Solutions

Timing is Everything

Big Frog, a custom T-shirt printing company based near Tampa, typically uses a nearby resort for its annual meeting. But in May 2021, the company opted to gather in Orlando. And they enjoyed fortuitous timing, according to Tiffany Costello, compliance manager and executive assistant to the CEO at Big Frog. “Orlando had lifted the mask mandate the week before our event, so we were very lucky,” says Costello, who added that the Wyndham Grand Orlando Resort Bonnet Creek was chosen for a 75-attendee employee convention for location, affordability and the attention of the staff. “We were so pleasantly surprised by everything the hotel provided.”

The 400-room Wyndham Grand Orlando Resort Bonnet Creek is located within the Walt Disney World Resort, and offers more than 50,000 sf of flexible indoor and outdoor function space, including the Ponce de Leon Ballroom, which can be divided into seven sections. The resort, which opened in 2011, is one of the few properties both managed and owned by Wyndham. A Wyndham-managed time-share is adjacent, and guests of both properties can use the facilities — pools, restaurants and bars — of the other. “The location was near the airport, making travel a breeze for our guests,” adds Costello, who notes that a major asset Orlando has over many other destinations is attractions that encourage a meeting attendee to bring family along. “Theme parks nearby and shuttles to those areas were an added benefit. Many of our guests were able to turn it into a true vacation this year, bringing the kids, staying through the weekend, and enjoying time at the pools and parks.” Another attribute not common among meeting hotels: The Wyndham has 84 family rooms with separate bunk bedrooms for kids.

To ensure a successful event during the pandemic summer, Costello noted that the number of attendees was cut in half — the meeting size is usually 150 guests. The date was postponed from February to late May, in hope that more people would feel comfortable attending, and Costello says Big Frog provided guests bracelets to indicate social distancing comfort levels. “Green bracelets meant hugs were accepted, yellow was high-fives OK, and red was stay back,” Costello explains. “We did away with early breakfasts and cut our daily meetings shorter, wrapping up around 5 p.m., with mixers to follow. We made sure the mixers were outdoors and everyone had the ability to distance to their comfort level. Indoor meetings were also spaced out, and we used round tables this year instead of a classroom setup. We incorporated the awards ceremony into our first day’s general session, and we cut our team-building event completely, and replaced it with an amazing musician and a magician.” Costello continues, “I am still being told by our corporate staff, as well as the attendees, how wonderful the staff was to everyone during our event. We were treated like true VIPs, and every moment of the event was presented in an exceptional way. It made planning from a distance so easy; we had no doubt that everything would be taken care of in an efficient and professional manner.”

Caribe Royale Orlando

Upgraded and Improved Venues

Just prior to the pandemic, the Caribe Royale Orlando, Central Florida’s largest all-suite convention hotel, embarked on a $125 million renovation, which includes a complete refresh of its 1,215 one-bedroom suites, the addition of a grand ballroom, and a new lobby featuring extensive lighting upgrades and a dramatic new arrival experience. The recently opened, 50,000-sf Palms Ballroom brings the hotel’s total meeting space to 220,000 sf, which includes three other flexible ballrooms, 54 breakout rooms, three executive boardrooms, 120 fully renovated lakeside villas suitable for small breakout sessions and poolside venues. All meeting rooms offer an in-house A/V provider, and both hard-wired and wireless internet connections.

Other Florida hotels that have completed major renovations include The Ritz-Carlton Amelia Island, which honors its 30th anniversary this year with 446 refurbished guest rooms and suites. The design, by Wimberly Interiors, is inspired by the barrier-island setting, reflected in the color palette and textures, and with artisan crafts, such as Low Country sweetgrass baskets. The Ritz-Carlton offers 48,000 sf of conference space, and its AAA five-diamond Salt has been joined by Okan Kizilbayir, previously the sous chef at Eric Ripert’s three-Michelin Star Le Bernardin. Last year, the resort opened Spanish-influenced Coquina, North Florida’s largest al fresco restaurant and oceanview bar, while Tidewater Grill debuted this year, offering a coastal bounty.

On Florida’s Gulf Coast, The Ritz-Carlton, Naples is undergoing a significant expansion and a redesign of interiors that commenced in May. Next year, the resort will reveal 92 new luxury suite accommodations, including 57 additional suites and a sprawling Ritz-Carlton Club Lounge, as well as enhancements to the lobby, meeting and event spaces, pools and all existing guest rooms and suites. When completed, the hotel will encompass 474 guest rooms and suites, and more than 42,000 sf of versatile event space, including a 10,140-sf ballroom, along with picturesque outdoor venues.

The Seminole Hard Rock Hotel & Casino Hollywood

‘No Better Place to Celebrate’

In seeking a destination for the 35th anniversary of United Franchise Group’s World Expo, the company looked no further than its own backyard: West Palm Beach. “It’s our hometown, where our global headquarters is based,” says Cory Hibbard, chairman, United Franchise Group World Expo 2021. “It has a top-notch and easily accessible convention center, and an arts & entertainment district offering a diverse collection of hotels and meeting spaces along with distinct experiences. There was no better place to celebrate with all of our staff and franchise family than in our own backyard.”

United Franchise Group is a group of business-to-business franchise systems, including signs, embroidery and business brokerage, and more than 1,400 franchisees throughout the world. But organizing an event that was three years in the planning, which wound up drawing more than 1,000 attendees in June during a pandemic, was no small endeavor. “There was a constant need to stay in tune with local and CDC guidelines,” Hibbard says. “The environment around public safety seemed to have changed almost daily in the months leading up to the event. The Palm Beaches is committed to the highest safety standards, with a destination-wide GBAC STAR accreditation that starts at the airport and carries throughout its hotels and attractions. Fortunately, with the combination of Florida’s push for the reopening of small businesses and the timing of the nation emerging from the pandemic, we were able to pull off our event as it was originally envisioned, with little to no disruption.”

The bulk of the World Expo took place at the 350,000-sf Palm Beach County Convention Center (PBCCC) in downtown West Palm Beach. The center features a 100,000-sf exhibit hall, a 22,000-sf ballroom and 21,000 sf of flexible meeting space. Several hotels are within a half-mile walk, and United Franchise Group contracted room blocks at three hotels: the Hilton West Palm Beach, which is connected to the convention center by covered walkway; the West Palm Beach Marriott and Canopy by Hilton West Palm Beach Downtown. “The Hilton’s proximity is a huge perk when looking at hosting events at the Palm Beach County Convention Center,” Hibbard says. “The staff at the Hilton and the convention center work very closely, and collaborate well to allow the event to flow back and forth between properties smoothly. The three hotels worked with us to allow custom branding, concierge services and made-to-order events that seamlessly transitioned from the hotel to the convention center, and vice-versa.”

Hibbard adds that the group held after-hours events and mixers at the hotels, Venture X West Palm Beach, Roxy’s Rooftop Bar, The Ben Hotel, Rosemary Square, The Regional and other locations. And although United Franchise Group originally considered a hybrid model for the Expo, the company reevaluated as small businesses started reopening around the country. “We didn’t think it was necessary,” Hibbard says. “We did livestream some of our general sessions so our master license partners around the world could tune in. The Hilton and the Palm Beach County Convention Center were very accommodating, and rolled with the changes and updates as the world was returning to the new normal at a rapid pace. By the time World Expo came around, everyone was well rested and was on their ‘A Game’ to deliver a fantastic event for all.”

European and South American Access

For Critical Issues America, a cardiovascular surgeon retreat drawing an elite, high-end group of international participants, a major reason for choosing Florida for its April event was air access from Europe and South America into Miami International Airport, according to Julie Vissers, president of Well-Assembled Meetings, which was hired to oversee the retreat. “The Biltmore Hotel is only a short 6 miles from the airport,” Vissers says. “For my surgeons, time is their biggest commodity, and there is really no price for their time. We also like the retreat-like setting as opposed to South Beach and downtown Miami. We have hosted in New Orleans, but there were too many distractions. The purpose of this meeting is to have a ‘think-tank’ with the best aortic surgeons in the world. They need a quiet spot where they can meet quietly both in the session room and outside of the room to exchange ideas and stories.”

The 271-room Biltmore Hotel, a National Historic Landmark built in 1926, trades Florida’s buzzy beachfront settings for a legendary golf course, tropical gardens and the largest resort pool in the Eastern United States. Although The Biltmore lacks a ballroom large enough for big events — the largest space is 6,528 sf with a 46-foot ceiling — the hotel features more than 75,000 sf of indoor/outdoor meeting and function space housed in a variety of sizes, configurations and settings within two locations: in the hotel and at the adjacent Conference Center of the Americas.

During a tricky year, being able to collaborate with the Biltmore was ideal for Vissers. “We worked as partners in this very difficult situation,” says Vissers, who has used The Biltmore on previous occasions. “They provided data on how many of their staff were vaccinated, and we met biweekly on updates for their county and how many people we could accommodate in the room. We had a wait list, and as the county opened up, we were able to let more physicians in. The hotel was completely flexible with attrition and so happy that we were charging forward. We pushed our meeting from February to April, as we knew that most would be vaccinated by then. It was really a collaborative effort to create an amazingly successful event in difficult times.”

With the pandemic limiting air access for international surgeons, Vissers had to prepare for a hybrid event, and calls it the most complex hybrid situation possible. “We had every iteration of speakers: live on podium, live virtual, pre-recorded, pre-recorded but participating in panels, attendees participating live, participants participating remotely or via chat. I could talk for several hours on this, but my amazing A/V team pulled it off flawlessly. It was nothing short of a miracle.”

In the end, 150 attended in person, while another 150 attended virtually. “My loyalty to this hotel has increased,” Vissers says. “They value long-term, committed relationships.” Vissers shares, as a resident of Portland, Oregon, how it was hard for her to understand the mindset of Floridians during the pandemic. “I think it is important for planners to understand the ‘culture’ of where they are hosting their events, and to inform participants as much as possible in order to set expectations.” But, she adds: “This will become less important as we move past the COVID era.”  C&IT

Hilton has put in place its CleanStay Program, which boosts cleanliness protocols.

As the worst of the COVID-19 pandemic winds down, the hospitality industry is anxious to welcome meeting planners and guests as bookings begin to grow. For most hotel brands, this means establishing expansive safety and cleanliness programs throughout their communal spaces. For others, it means established near-contactless stays through innovative touchless technologies. As more guests prefer mobile-enabled hospitality experiences post-COVID pandemic, hotel brands are responding accordingly.

Hilton

“We’ve always had our guests at the heart of everything we do at Hilton and, in recent years, the integration of physical and digital has been a key focus of our innovation agenda,” says Mike Gathright, senior vice president of customer experience, Hilton. “Over the past 18 months, the world changed and adjusted to the realities of the pandemic and, at Hilton, in many ways, we stayed the course and took the same strategic approach that we’ve always taken: to lead the industry with innovation that has a meaningful and lasting impact on guest experience.”

When the pandemic hit, the Hilton team knew it needed to act fast. “We quickly accelerated our efforts to ensure our guests had seamless, contactless and controlled experiences around the world,” Gathright says. Combining the digital innovation efforts of the Hilton Honors app with our industry-leading Hilton CleanStay program, we aimed to elevate the safety and security, as well as overall experience, of our guests before arrival, at check-in and in their guest room.” Much of this work was in progress and used by millions of guests pre-pandemic, but one of the biggest lessons the Hilton team learned is that innovation makes a big impact during good times and bad. Already having this innovative technology at scale put Hilton in a position to best serve its guests during the toughest of times. “With our innovations, we have fast-tracked the pace of change, shaping the future for our industry, guests, owners and team members through ‘a decade of innovation’ in just 12 months, and we look forward to continuing to pave the way,” Gathright says.

Hilton’s key contactless technology initiatives include:

• Digital Key — Prior to the pandemic, Hilton was already focused on expanding the features of the Hilton Honors app to improve the guest experience, including Digital Check-In, Digital Key, Digital Check-Out and in-room technology. All of these features give guests the option to use their phone to select their room from a floor plan as well as check-in, unlock their room and access other areas of the hotel that require a key, such as fitness centers and pools, directly via the Hilton Honors app. Since its 2015 launch, Hilton’s Digital Key has expanded rapidly. It’s now available in more than 80% of Hilton’s more than 6,500 hotels and used to open more than 121 million doors. Almost all new hotels adopt Digital Key before they open. Last year alone, despite the pandemic, Digital Key rolled out to an additional 383 hotels and adoption has doubled. “And this June, we enabled a milestone 1.1 million Digital Keys for guest use around the world,” Gathright says.
• Contactless Payments — Hilton now has contactless payments at more than 2,500 hotels, so guests can pay with their mobile phones, smart watches or by tapping their credit cards. Along with their other contactless initiatives, this helps to improve the guest experience.
• In-Room Technology — Hilton’s in-room technology in select hotels enables guests to personalize and control several aspects of their stay from their mobile device and the Hilton Honors app. For example, guests who stay at participating hotels are able to customize their preferences from popular streaming media, such as SHOWTIME, Netflix and iHeartRadio, using their smart phone as the remote control for their experience.
• Embracing the Environment — As part of the Hilton CleanStay program, guests will also see fewer paper items during their next stay as the chain moves toward digital communications. For example, room-service menus and marketing materials are being reduced or replaced, in some cases, by QR codes. “This past year has been unprecedented for the world and our industry — as well as humbling. While we cannot be certain what the future might hold, we are confident in our approach and will keep listening, evolving and innovating, to lead the industry and deliver exceptional guest experiences,” Gathright says. “That will include evolving our digital offerings in ways that create a seamless travel experience while maintaining the personal connections that deliver on the heart of hospitality.”

Wyndham Hotels & Resorts

Today’s guests at Wyndham Hotels & Resorts can now check in on their mobile device, utilize a digital key on their mobile device to access their room and conduct touchless mobile payments rather than “chip and pin” transactions. With more than 9,000 hotels across approximately 90 countries, Wyndham has made a concerted effort to upgrade its mobile app to offer state-of-the-art touchless technology capabilities in the industry. At Wyndham Grand Orlando Resort Bonnet Creek in Florida, for example, guests may choose to receive their room key digitally via their mobile phone. Guests at many of Wyndham’s locales can also leverage mobile check-in and checkout to reduce contact between themselves and hotel staff.

The Wyndham app also boasts an “in-stay mode” that allows guests to see the most important information about their hotel within three days of their stay, including mobile check-in, text messaging with the front desk and local attractions. And to help in the gamification of their company app and to appeal to consumers in unique ways, the Wyndham app allows guests to track their accomplishments, such as booking a stay via the app or redeeming points. Guests can also earn new “stamps” via that app that can result in increased point balance and various promotional offers.

Caesars Entertainment Inc. has implemented a host of cleanliness measures to ensure attendee health and safety.

Caesars Entertainment Inc.

The eagerness to return to “business as usual” is palpable at many of the Caesars Entertainment properties throughout the U.S. In fact, Caesars Entertainment is ready to welcome conferences back as Las Vegas fully opened on June 1. For example, Meeting Professionals International recently held its MPI WEC 2021 annual conference at CAESARS FORUM with more than 1,200 attendees in person. “Cvent CONNECT [was]with us at the beginning of August with 1,500 live attendees,” says Michael Massari, chief sales officer for Caesars Entertainment Inc. and co-chair of Meetings Mean Business. “The fall is extremely busy, as everyone who postponed their meetings will be here. The pent-up demand for gathering is real. We brought our teams back, and everyone can’t wait to be there to take care of customers. We are, after all, in the hospitality business.”

Also, Caesars has several capital projects in various stages of completion. Harrah’s Las Vegas has an all new room product and new lobby. This property is connected to CAESARS FORUM, and will go through more changes as the guest profile changes from leisure to corporate. In Reno Tahoe and in Atlantic City, Caesars has capital projects taking place as well. According to Massari, this fall, Harrah’s Cherokee, which is about an hour outside Atlanta, Georgia will celebrate a grand opening of beautifully appointed new conference space and new hotel rooms. “We are continuously looking at ways to enhance the guest experience and guest expectations,” Massari says. One key way of doing this is through the ability of touchless hotel check-in. Using a mobile app, guests can check into a hotel room and use a key on their mobile phone. Guests can still use kiosks, or check in at the front desk and print keys if they prefer a physical key to use. Remote check-in, whereby guests can check in using their phone and then stop by to pick up their physical keys is another option, allowing guests to avoid long lines.

So what’s the outlook at Caesar’s for the rest of 2021 and beyond? “Very strong, and I would even say, outstanding. We made a strategic decision to keep our national sales team — who are located around the country and are a staple in their communities – working for the duration of the pandemic,” Massari says. “They stayed close to their customers and worked incredibly hard during this time. Because we stayed so connected, we were fortunate and contracted more future business in the 12 months of the pandemic than we had in any other 12-month period in the history of the company.”

Marriott has introduced digital content about redefined spaces guided by cleanliness experts.

Marriott International

The entire Marriott team is very optimistic about business travel, as it is already returning and will continue to grow. And while everyone has learned to adapt in terms of using technology and different ways to connect, the Marriott team is hearing from customers that there is tremendous pent up demand to get back on the road. “We believe business travel is poised to return, and we can’t wait to welcome these travelers back into our hotels,” says Tammy Routh, senior vice president of global sales at Marriott International.

As part of Marriott’s initiative to welcome back guests, Marriott has introduced digital content about redefined processes and reimagined spaces guided by cleanliness experts and best practices to help hosts, organizers and attendees plan and execute meetings, and connect with confidence. Specifically, Marriott is introducing changes that include enhanced sanitation guidelines, new operational training for associates and increased use of conference technologies to ensure that customers are able to come together when they are ready. Meeting planners may now reference a series of new materials, including customer stories and resources that provide additional context and information for designing successful events in the current environment. Available now on MarriottBonvoyEvents.com, these tools illustrate Marriott’s approach to delivering high-quality meeting experiences across its full portfolio of hotels and resorts.

In addition, Marriott has hosted Connect with Confidence meetings for its customers using the latest hybrid meeting technology. One recent event included 100 in-person attendees and 800 virtual attendees at Gaylord Rockies Resort & Convention Center in Aurora, Colorado in January. The attendees were given information about planning and implementing an in-person event incorporating cleanliness protocols, physical and social distancing, redesigned food and beverage, contactless check-in, well-being checks, occupancy monitoring and more. Survey results from this event revealed that 51% of meeting and event professionals are planning to host a hybrid event within the next six to 12 months. When attendees were asked if they would attend another event if it were to be designed with the same principles, 95% said they would.

And as social distancing continues to be important for many, the Marriott Bonvoy Events team has created a series of floor plans for physical distancing that enable event planners to visualize room configurations that allow for socially distant gatherings while still supporting the meeting’s purpose and goals. Consultations, pre-convention meetings and site tours can all be conducted virtually, and adapted to include hygiene and safety briefings. “Marriott International continues to work in collaboration with industry organizations, such as the Events Industry Council, to find ways to instill trust and confidence in meetings and events,” Routh says. “We look forward to welcoming back customers and guests for the exceptional experiences that our company is known for in a safe and clean environment. Cleanliness and service have always been our hallmarks, and now those deep convictions are more important than ever.”

Caesars International has hosted events that show a focus on health and safety.

MGM Resorts International

Putting the entire MGM Resort experience into the hands of guests is at the backbone of MGM’s digital innovations. If guests no longer want to wait in line or are eager for a convenient, contactless way to check in, they can now use the resort’s mobile check-in process. Push notifications can alert guests to the status of their room. When the room is ready, guests can simply access their space with the new MGM Resorts Mobile App, which provides a digital key via a mobile device. In addition, guests can use the mobile app to browse restaurants and reserve tables. And the app provides guests access to all of MGM’s dining and entertainment offerings, as well as guest’s M life Rewards account so they can track your tier credits, points and Express Comps balances.

To further limit contact and streamline the poolside food and beverage ordering process, MGM launched the Las Vegas’ first in-seat poolside mobile ordering system, currently available at select properties with full accessibility at all Las Vegas properties this summer. Each poolside seat location is assigned a chair tag and number, along with a unique QR code that, once scanned, opens a mobile ordering platform where the food and beverage selection process begins. When the order is ready, an MGM Resorts employee will deliver the items to the guests’ seat location.

Hyatt Hotels Corporation

In addition to embracing a variety of digital touchless experiences throughout their facilities, Hyatt also has turned its attention to making meetings and events as safe and secure as possible — and that includes enhancing its hybrid meeting offerings. For in-person events, Hyatt boasts new protocols for event layout, attendee flow and cleanliness that still provides a level of comfort and enjoyment for attendees. To provide minimal contact to meeting planners as well, Hyatt offers a wealth of digital tools to help in the event-planning process. And for hybrid events, Hyatt now offers dedicated hybrid support teams, technological collaborations to help planners navigate the technology that will result in a well-orchestrated, fully integrated shared experience for all.

Recently, Hyatt announced that it is partnering with Swapcard, a technology expert that provides a virtual and hybrid events platform, powered by artificial intelligence (AI), that helps meeting planners create events from registration to networking, and from livestreaming to community-building facets of each event.

In March, Hyatt also announced plans to explore VeriFLY + STAY, a mobile health passport for the hospitality industry using the VeriFLY app that provides verification of COVID-19 credentials and travel guidelines. As part of these exploration efforts, Hyatt will work with meeting planners to identify criteria for meeting attendees, which could include presenting a recent negative COVID-19 test. The criteria can then be communicated to attendees in the VeriFLY mobile app prior to arrival, so they can fulfill their requirements and complete all necessary forms. Meeting attendees who satisfy a meeting’s requirements will be able to use the app to display a green checkmark for entry into the meeting or event.   C&IT

Networking, done safely, remains one of the top aspects of any meeting. Courtesy of Sarah Freeman

As with the rest of the world, keeping people safe during the COVID-19 pandemic has been at the top of the priority list for the meetings and events industry. And while meetings and events are still vitally important, technology has provided many online and virtual solutions. Zoom or other online communication programs have helped bridge the largest of the gaps, and have allowed meeting professionals to pivot to a hybrid approach.

Sarah Freeman, meeting planner and director of sales at Evolution Event Solutions, says COVID-19 forced the live event industry to stop in its tracks. Companies lost millions of dollars overnight with event cancellations, and thousands of meetings and events professionals lost their jobs. “The combination of the lack of business and employees caused over 10% of event companies to close their doors in March 2020. The lucky few of us who already had multiple revenue streams, and were able to pivot to the virtual world, have been able to limp through these hard times,” Freeman says.

So what did that pivot look like? Quite simply, it has taken different shapes since March. “At first, our focus was to postpone all live events instead of canceling. This then shifted to learn [how to do] virtual, and learn it quickly,” Freeman says. “We went from people getting burned out on non-engaging virtual meetings to the hope of hybrid meetings, and now we are in a mixture of all of the above. Everything has happened really quickly, and only those who are able to be vulnerable, honest, creative and innovative have survived.”

Keith Willard, president of Keith Willard Events, agrees. “It was up to us as the planners to become intimately knowledgeable about all of the pieces and parts to make sure not only that our clients could continue doing their meetings, but that it was done efficiently without issue,” Willard says. “When it came to in-person events, we needed to quickly investigate any venues under contract to see if they had alternate locations due to reduced numbers of guests, that the staff were following CDC guidelines, as well as make sure that any food or beverage service was using Plexiglas separators and gloves.”

When state mandates and lockdowns began in March 2020, many within the meetings industry had to shift overnight into reaching out to clients, assessing options, writing addendums to contracts, and encouraging clients to consider postponing instead of canceling. Event planners, producers, designers, rental companies and so on, whose business model is structured around events, lost revenue in a blink, and COVID has continued to make operating challenging despite the availability of vaccines. But, thanks to the creativity of meetings and events experts who grace the industry, hybrid events are proving to be an effective avenue for meetings and events of all sizes.

As Janel Bailey-Keen, executive creative director at Vivid Expressions LLC, explains, since the sizes of gathering has been reduced tremendously — in some cases not exceeding 15 to 50 attendees — most event planners, designers and rental companies have turned to redefining what an event can look and feel like. “The technology, design and innovation over the last few months has given birth to several different types of hybrid events,” Bailey-Keen says. Generally, she sees four of these types of events:

• Split-Date Hybrid: Smaller gathering focusing mainly on a ceremony, such as awards presentations or wedding ceremonies, including intimate gatherings with a larger reception postponed for a later date
• On-site and Overflow Hybrid: This is an event that is held both on-site and off-site, or virtually at the same time. For example, guest speakers, panels or presentations held in one venue/conference room at a venue, while a simulcast is broadcast to other rooms in the same, or different venue, designed with similar decor and look to maintain the event’s continuity to attendees viewing from home, or an alternative location.
• The Indoor/Outdoor Hybrid: This event is designed for guests to access environments inside a venue and/or outside a venue with a well-structured flow and barriers. These events may also offer virtual participation, such as attendees watching live video in the stands of a sports arena.
• Off-Site Virtual: Finally there’s the completely virtual event — with presentations, panels, live virtual tours or streaming only accessible virtually.

Engaging experiences are still important. Here, in-person attendees created a mask that was then judged by online attendees. Photo by Christie’s Photographic Solutions / Courtesy of Keith Willard

Making Hybrid Unique

When taking an event hybrid, meeting planners really have to focus on making sure that the experiences of in-person and virtual attendees are engaging, seamless and purposeful. As Freeman explains, you are planning two events that will take place at one time, so be sure to think through the experiences of both perspectives, and don’t neglect your virtual audience.

“We hosted a small hybrid event in October that had 13 live guests and 30 virtual guests. Our live guests checked in on-site, entered the meeting space, sat down, enjoyed some education, and then moved from the meeting space to the rooftop for appetizers, cocktails and networking,” Freeman says. “Our virtual guests logged in virtually, viewed announcement slides, enjoyed the same education, and then were transferred into breakout rooms for networking. This allowed all guests to accomplish the same goal and have a similar experience — receive education and network.”

Technology and social distancing, especially if there are event-gathering size restrictions, may seem the most obvious when you consider hybrid event challenges, but there are also opportunities to explore unique and innovative solutions. For example, as Bailey-Keen points out, in the case of guest speaker presentations and breakout session for conferences, an interesting hybrid model is “flipping” the idea of attendees moving from one room to a different one during breakout sessions at a conference. “Instead, attendees can be designated a ‘home base’ or their own area of a ballroom — complete with comfortable seating, table and perhaps access to a personal charging station — as they’ll most likely be using a device through the day and then having each presenter rotate to a new room throughout the conference,” Bailey-Keen says. “To be honest, the advances in livestreaming and simulcasting are some of the best I’ve ever seen.”

The technology for virtual attendees can be a challenge, but it’s creating a clear, defined and effective communication system to manage instructions, expectations and experiences for all attendees — live and virtual. This is where having a strong communications plan in place is key. “In a pinch, individuals can livestream, conduct polls, hashtags and do virtual walk-through demos from their phones to enhance a social media presence and promotional marketing,” Bailey-Keen says. “Working with professional videographers and tech specialists will guarantee the delivery to off-site guests, and on-site attendees will have an engaging experience.”

In the situation where an event will create a simultaneous experience over multiple locations, Bailey-Keen has seen and has created special “packages” designed and mailed out to participants with various presentation materials, supplies/worksheets, props, sponsor gifts, favors, collateral, etc., that they will be prompted to use in conjunction with presentations, speakers or highlights of the event. “This can help create a more engaging, branded, styled and cohesive experience,” Bailey-Keen says. “For those in multiple locations and platforms, be sure to design a consistent look and feel — including colors, branding, theme, style, etc.”

For on-site attendees, use visual directional guidance or ‘wayfinding’ for attendees that direct guests in a single flow through an environment with floor stickers, acrylic barriers, large plants or floral installations, and other visual cues. “With hybrid events, what’s in the room is what is seen by the audience on the screen so event space designs, staging, props, backdrops and visual presentation will be more impactful than ever,” Bailey-Keen says.

One additional area of focus hybrid events require is communication. You have to over-communicate with all of your attendees more so than ever. For in-person attendees, planners need to over-communicate safety protocols. For virtual attendees, planners need to over-communicate how to log onto the event. If the event is going to be recorded, planners should provide a direct troubleshooting contact for people to utilize, and explain any live or silent auction rules, how breakouts are going to work, etc. “You want to feed any and all information to your guests multiple times prior to the event to avoid any issues,” Freeman says. “People say for live events, valets can make and break your event — this is because [they are] the first and last impression you have of the event. In virtual terms, if your guests have issues logging onto your event because you haven’t been thorough with your communication, it will leave a bad taste in their mouths.”

For Darryl Diamond, CMP, senior meeting manager with Talley Management Group Inc, his No. 1 rule is to remember that both in-person and virtual attendees at a hybrid event need to feel valued. “It’s easier for us to recognize the in-person audience because they are physically in our line of sight. However, the virtual audience has to feel like they are more than just voyeurs watching a screen in the back of the room,” Diamond says. To make this happen, meeting planners should budget for extra costs to support more technology and staff. Some of these costs can be offset by saving in areas such as food and beverage and travel, as well as finding new opportunities for additional industry support/sponsorship of the virtual audience.

“A hybrid meeting does not consist of just livestreaming the sessions/talks, and then leaving the virtual audience to fend for themselves,” Diamond says. “You have to go out and engage that audience considerably more than the in-person audience. Do not rush into hybrid meetings without thinking about event design.” Diamond suggests using the time and communication before the meeting to connect both the in-person and virtual audiences by creating engaging communities and experiences. Continue this once the event begins with such things as photo sharing, roving hallway cameras, and interactive, hands-on activities to connect both groups. “Don’t be scared to provide more value for the virtual audience with extra interviews with keynotes, multiple camera angles inside the session room, food kits, etc., so they can feel they aren’t sacrificing by not being there in person,” Diamond says.

Planners were forced to learn a “new normal” when it came to hosting events during COVID-19. Courtesy of Sarah Freeman

Techniques to Further Success

As many planners are new to hybrid events, they are bound to be susceptible to various mistakes. For example, avoid not having “standards of practice” policies created, accessible, distributed and clearly communicated. This should include everything from their own company protocols for health and safety, to rescheduling/cancellation policies, to terms revisions and updates in their contracts, to reviewing individual venues, vendors, city, state, and federal requirements and practices. As Bailey-Keen says, this is especially important in the case of a hybrid event where the experience may be different depending on if an attendee is in person or virtual. “It’s extremely important to have a system for communication, both internally and externally, in place, because confirming communications will prevent issues,” Bailey-Keen says. Another problem? “Not mapping out a plan that is cohesive and manages continuity for all elements of the event, and not clearly visualizing, designing and communicating the environment, layout, look and experience for all participants.”

Another mistake is being complacent, not taking advantage of the opportunity to educate, network and partner during this time, especially in the areas of technology and innovation. “This is a good opportunity to hone their skill sets and knowledge or educate potential clients,” Bailey-Keen says. “This is also a great time to network, brainstorm and nurture potential partnerships that will help serve more clients as the landscape continues to shift over the next several months.”

Shayna Moskowitz, DES, director of meetings and event technology at Part 2 Events, echoes that, due to COVID-19, the biggest challenge currently is creating meaningful virtual experiences which people want to show up to and stay engaged. “When it comes to hybrid events, you need to focus on the attendee experience and design your event with various audience types in mind — usually that’s an in-person audience and an at-home audience,” Moskowitz says. “Remember that it is highly likely that there will be many more people watching virtually than will be in the room, and they are not going to stay engaged if you’re simply livestreaming an in-person meeting to them. The biggest strategy I would suggest is to think of a hybrid event as a virtual meeting with an in-person audience.”

Putting aside the unique challenges that face purely virtual events and purely in-person events during the pandemic, Moskowitz thinks the biggest challenges for hybrid events include capturing what takes place outside the ballroom, as well as budgeting.

With the first, it is much easier to capture content, and even reframe content, to be applicable to both in-person and remote audiences than it is to figure out how to create hybrid expo halls, gala dinners and impromptu small-group meetings. “To overcome this, treat your audience experiences as unique to each group; they may not do the same things at the same times all day,” Moskowitz says. However, also consider how you can tie their experiences together. If you have a gala dinner, and the budget allows, plan for a celebrity chef with an at-home dining experience in which all attendees can participate, and send meal kits or dining gift cards to at-home attendees.

When it comes to budgeting, Moskowitz says there are a lot of new expenses to consider with COVID safety procedures for in-person meetings, the need for new technology to bring the remote audience into the venue, and technology to bring the two audiences together. “Event strategists will need to balance organizational revenue goals with other strategic priorities that are usually accomplished through meetings and events,” Moskowitz says. “They’ll also need to create new budget templates, and explain to their finance and procurement partners that virtual and hybrid does not mean cheaper.”

Willard says the technology will reduce time and reduce costs dramatically. Being able to meet with a group of people in different cities was once for large companies, but it is now literally in our day-to-day lives. “Add in some of the suggestions mentioned, it will help build the gap and give attendees for both virtual and in-person events memories that can be told to help connect people with similar memories or situations,” Willard says.

Planning for the in-person audience experience more than the virtual audience experience is definitely the biggest mistake Moskowitz has seen. “I get it. It’s easy to get wrapped up in perfecting the details of the face-to-face meeting because we all miss it and are anxious to get back into our favorite hotels and venues. Plus, there is a huge new list of things to plan for to make the in-person experience as low-risk as possible,” Moskowitz says. It isn’t that you don’t need to plan for those things, but planners need to remember that they could have thousands more attendees online, and their experience cannot be an afterthought. Moskowitz recommends having an overall event director as well as separate planning leads for the two distinct meeting locations — the physical location and the virtual location.

An Unknown Future

For years, the meetings and events industry has been talking about hybrid events, and industry players have watched many successful hybrid programs take place. “I think that after COVID subsides, attendees are going to expect to be able to attend events as they want, because you can’t go back once you’ve given them those options,” Moskowitz says. “There have always been reasons for people to prefer one type of meeting experience to another, and those aren’t going away.”   C&IT

Eric Holmen is the CEO of Splash, a next-generation event marketing platform designed to help teams build and host virtual, in-person and hybrid events, to create memorable experiences, new connections and business value. He is an expert in marketing technology, and digitally-enabled engagement and connection, holding leadership positions in several notable experience technology companies, including most recently at Airship. In his two-decade marketing career, Holmen has managed and led all aspects of events, from executing and hosting to implementing enterprise-level event tech platforms.

After a historically challenging year for events and meetings professionals, things are finally starting to look up. Demand that was suppressed by restrictions on gatherings and other safety measures — to the tune of $10 billion (a 64% decline) last year in the U.S. trade show market alone — has begun to rebound. Vaccine availability and new CDC guidelines have made the prospect of in-person events appealing again for many. Having spent 2020 scrambling to adapt to virtual-only events, event professionals are now looking with relief toward a more “normal” near future.

But “normal” isn’t entirely accurate. COVID-19 has made the old event planning playbook obsolete. Even with rising demand and diminishing restrictions, organizers, attendees and staff need a new approach for getting the most out of events.

Individuals are reassessing their own risk thresholds as the threat of the virus wanes. Some feel free to resume all of their public interactions once vaccinated, while others remain cautious. The event professional’s task is to make every potential attendee feel safe however risk-tolerant they are. And that means building trust — trust that the event will be conducted safely, that rules and protocols will be communicated clearly and effectively, and that organizers will create a consistent level of comfort during the event. This means event professionals will need a persistent commitment to safety. Any post-pandemic event strategy will require careful planning around three key areas: pre-event, on-site and post-event.

Pre-Event

Venue

Choosing a venue has always been a central component of pre-event planning, with plenty of variables to consider. Availability, cost, location and accessibility, room capacity, room layout, amenities and desirability all factor in selecting the perfect locale. Now, safety capabilities will compound those considerations.

Event organizers will want to ask potential venues about their cleaning and air filtration processes, the ability of the space to support social distancing, and their COVID-specific safety policies for their frontline staff. To ensure maximum safety and enable event organizers to communicate that level of safety to attendees, venues should have documented cleaning and disinfecting processes. They should also document their air filtration process for all indoor spaces, including the number of air exchanges per hour and the ratio of recirculated air to fresh.

A venue with plenty of outdoor space is preferable, but may not be not ideal for some events. That’s why venues must also ensure enough space in indoor areas to have a socially distanced check-in line. They should also have the ability to direct traffic flow with signs or markings. And if a venue provides third-party vendors, venue management should have the ability to confirm whether they follow the same safety policies as venue staff.

Safety Protocols

Once event organizers have vetted their chosen venue in terms of safety, they need to define their own safety protocols for the event. These are likely to shift somewhat based on the individual event and local guidance, but all safety protocols should consider the following:

Testing & Timing Requirements

Will you require a negative test for attendance, and if so, which kind?

Vaccine Requirements

Will you require attendees to be vaccinated or exempt vaccinated attendees from testing? How will you verify proof of vaccination?

Symptom Checks

Do you want to perform a symptom screening survey or temperature checks? If so, where and how often?

PPE Usage/Mask Requirements. What PPE will you require for both staff and attendees, and under what circumstances?

Violation Reporting

Will attendees have a way to report when protocols aren’t followed, and how will you handle violations?

Building Trust

Selecting a venue with the right capabilities and having your own safety protocols are crucial, but equally important is communicating these to your potential attendees. One tactic event organizers should take no matter their event protocol: Distribute an event code of conduct to ensure thorough, transparent communication. No attendee should arrive without knowing what is considered mandatory versus preferred.

But what about inter-attendee trust? Those who attend events must trust not only the organizers and venue, but other attendees. Do attendees know each other? Are they confident others will follow protocol? Can they ask those questions of one another?

That kind of trust isn’t developed at a welcome cocktail hour. But you can build it beforehand if you provide clarity on rules and attendees and their statuses (vaccinated, negative tests, etc.).

On-Site

Communicating Effectively

The mandate for transparent communication is perhaps most critical during the event itself. Event signage should indicate and reinforce the safety measures and communicate expectations and rules to attendees clearly and succinctly. Check-in table signage should reflect any testing or verification requirements or direct attendees to where these should happen. For large or multi-day events, event organizers may have access to an attendee mobile app they can leverage to push messages and updates to attendees throughout the event. For any critical communications, emails should be sent if there isn’t 100% adoption of the mobile app.

On-site communication helps to reassure attendees that the appropriate safety measures are in place. But it also reiterates their role in ensuring their own health and safety. That helps them feel more in control and involved in the process, and breeds trust.

Post-Event

Testing and Maintaining Open Lines of Dialogue

Event organizers know that what happens in the weeks following your event is just as important as what happens pre-event and on-site. In normal times, that’s when the business results from an event are most likely to materialize — new meetings or demos scheduled, and new deals signed. In the COVID era, though, event organizers may also choose to offer post-event testing. Administering tests to non-vaccinated attendees at the end of the event may not generate immediate results, but organizers might decide to provide self-administered take-home tests.

Either way, if attendees report testing positive after the event, organizers need to have a way to notify other attendees and conduct basic contact tracing. If the groundwork has been laid for effective attendee communication — relevant and consistent pre-event emails, event app adoption, attendee activity tracking — then maintaining open lines of dialogue regarding positive tests should be readily achievable.

Event organizers are rightfully excited to welcome the return of in-person events. As the shadow of COVID lingers, embracing relevant pre-event, on-site and post-event safety protocols will continue to be a crucial part of their planning process. But the most critical component of all will be building and maintaining trust among attendees. And that will pay off in more ways than hosting a safe and comfortable event.    C&IT

For Scentsy, the Walt Disney World Resort, with its abundance of themed activities, was the perfect place to host an incentive event. Photo courtesy of Eldon Gale

How better to celebrate the star performers on your team than with an incentive event or corporate meeting at a “fun in the sun” theme-park meeting destination? When your goal is to reward, relax and reset in a unique and innovative venue, theme-parks have it all: family friendly attractions, interactive outdoor adventures, safe animal encounters, plus plenty of food & beverage options to satisfy a variety of menu preferences and special dietary needs for any attendee.

Walt Disney Resorts

Attendees thinking theme parks don’t need to look any further than Florida’s Walt Disney World Resort. From a world cultures and cuisines showcase at Epcot, to celebrity interactions at Hollywood Studios, beach parties at Disney’s Typhoon Lagoon and wild animal sightings at Disney’s Animal Kingdom, meeting planners have a plethora of captivating entertainment possibilities for meetings and events. California’s Disneyland Resort offers similar thrills, chills and character interactions. “There’s no better place to ‘wow’ an attendee than a Disney theme park,” says Amy Pfeiffer, director of convention sales & services, Walt Disney World Resort. “One major advantage is that theme parks offer dozens of elaborately themed locations, which can be an enormous cost saving. Nothing says ‘special’ or ‘VIP’ to attendees more than having a world-famous Disney attraction or land privatized for them.” Pfeiffer assures meeting planners that “Disney Meetings & Events takes pride in being a trusted resource and uses a customized approach to enhance the in-person and digital experience.” For example, “Our creative services can include ‘Disney at Home’ touches, such as a customized, themed box of products to engage remote attendees before or during the meeting, professional development and content provided through Disney Institute and National Geographic, and shared interactive experiences and even gamification.”

At Walt Disney destinations, Disney’s beloved cast of characters are waiting to welcome planners and attendees to “The Happiest Place on Earth,” Disneyland, or “The Most Magical Place on Earth,” Disney World. And plans are well underway to kick the festivities up a notch in October with the launch of “The World’s Most Magical Celebration,” an 18-month celebration to commemorate the 50th anniversary of the opening of Disney World. Another advantage of hosting meetings at Disney destinations, Pfeiffer adds, is that “Both resorts always have something new to offer, whether it’s amazing new attractions, festivals or seasonal entertainment,” and to mark the 50th anniversary, the parks will feature new experiences certain to enhance meeting attendance.

For Scentsy, the Walt Disney World Resort, with its abundance of themed activities, was the perfect place to host an incentive event. Photo courtesy of Eldon Gale

Eldon Gale, director of events for Scentsy, selected Disney’s Coronado Springs Resort for his company’s incentive meeting held in June. “We do a family incentive every five years, and Disney is a natural choice,” Gale says. “We chose Coronado Springs because it’s large enough to accommodate our entire group without using multiple hotels. It also helps that the resort was freshly remodeled in the last few years.” Currently, the resort features 220,000 sf of function space that includes 2,416 guest rooms with 64 suites, an 86,000-sf exhibit hall, and a boardroom for up to 24 attendees while 10 loading docks provide ease and convenience for truck access. Numerous on-site dining options — four full-service restaurants, three private dining rooms, six lounges, and four quick-service dining options — ensure guests will never go hungry.

Gale rates Scentsy’s experience with food & beverage at Coronado Springs as “very positive.” “Because of the restrictions required by COVID-19, we took a much less traditional approach,” he says. “Breakfast was grab and go. Everyone got a pre-made boxed breakfast with all the cold items, then they selected their hot item, juices, beverages, etc. It worked very smoothly. Our priority was time on the attractions in the park before it opened to the public, as well as avoiding long lines caused by delays from having to have all buffets served. Attendees were in and out and appreciated not having to sit down for a meal, but liked the option that they could if they wanted to.” When it came to his group’s evening events, “We kept things simple and served foods that fit the land where the attractions were — pop tarts, grilled cheese and tomato soup in Toy Story Land, etc. We also kept things very family friendly and easy to eat with your hands and on the go. We didn’t necessarily give Disney a chance to flex their culinary muscle, but they met our needs by being flexible and accommodating, and for me, that’s even more important.” Gale also mentions the resort’s transportation capability, another key concern for meeting planners moving large groups between venues. “We used the meeting space for queue lines for three large group moves to the parks. When I say large, I’m talking monumental. We moved 2,300 guests in 45 minutes. Having the space at the hotel to line people up really helped make this as smooth as possible.”

Attendees of the 1105 Media event look at the agenda wall at at Universal Orlando. Lotus Eyes Photography / lotuseyesphotography.com

Though planning an event during COVID presented its own set of challenges, Gale cites the benefits as well. “As a traditional ‘resort program’ this one was very different for us,” he says. “Normally, we would host group meals and events at the resort in addition to time in theme parks. Because of the complexities brought on by COVID, we opted to not hold any events at the resort and instead hosted three private parties in the parks. One was an early morning event before the park opened, and the other two were after-hours parties. This gave our attendees the opportunity to experience the most popular attractions in the three busiest parks with virtually no lines, waiting or crowds, and allowed for plenty of social distancing without it feeling awkward. And having them in the morning and evening sure helped with the June heat.”

As a result of his group’s experience, Gale says, “We really lucked out with this one. Had we been contracted for any other location besides Disney for this program, I’m not confident we would have been able to move forward. Because Disney did such a good job of managing the pandemic for all guests, it gave us the confidence. As we got closer and closer to our event dates, restrictions continued to lift, which made the overall experience that much better. But even if all restrictions had remained in place, the program could have continued with very little disruption or inconvenience.” His best advice to event planners considering the property for group gatherings is to “Let Disney be Disney. Don’t try to change who they are to fit your needs. It’s best to maximize the experience they already do so well,” he says. “The more you try to reinvent the wheel, the more frustrating it will be for both sides. This doesn’t mean you shouldn’t ask them to bring their ‘A’ game. They have so many incredible resources at their disposal that you really can create some fantastic experiences you could never attempt in other locations.”

As Gale also points out, having flexibility in meeting planning is key. “Pay attention to the weather and set realistic expectations for outdoor events. If you’re there in the summer [and most of my Florida events have been], you’re going to get extreme heat and most likely a fierce storm or two,” he says. “You could always get a lucky break, and I certainly have over the years, but I’ve also learned to be very flexible with planning and make sure your outdoor events can come inside without completely derailing your experience.” He suggests that planners looking to book in Disney World, “Start early and be flexible,” adding, “Disney is a large company, and the approval process can be complicated and long. Give yourself the time you need to get the best out of them, and give your best to the relationship, and you’ll have a successful event.” Despite the need to be flexible, especially due to the pandemic, Gale advises: “Don’t let this stifle your creativity. Use it as a springboard to do something different, something new, something you could not get away with in a normal setting. You might find that something different turns into a new standard with or without a pandemic at play.”

1105 Media chose Universal Orlando Resort to host a recent annual event. Pictured is the dessert luau at Loews Royal Pacific Resort for attendees and their families. Lotus Eyes Photography / lotuseyesphotography.com

Universal Orlando Resort

Exceptional family fun entertainment also awaits meeting planners and guests at Universal Orlando’s three theme parks: Universal Studios Florida, Islands of Adventures and Volcano Bay. Star attractions feature thrilling Harry Potter escapades, a Jurassic Park River Adventure, and water and waves galore. Additionally, Universal CityWalk offers a complete dining and entertainment complex with customized options for meeting planners.

Universal Orlando’s resort hotels provide 295,000 sf of meeting space and 9,000 guest rooms. Convenient separate meeting entrances, private meeting planner offices, registration desks, ballrooms, banquet halls and business centers are among the many event amenities on site. In fact, “The amenities and great function space” is what draws Sara Ross, CMP, senior director of event operations at 1105 Media, to Loews Royal Pacific Resort — with overflow guest rooms at Loews Sapphire Falls Resort — year after year since 2012. Ross’ conference for developers and IT professionals typically number between 900 to 1,200 attendees. “As the event has grown, we have been able to add space — both guest rooms and meeting space. This has been ideal because it has allowed us to grow our event and keep the same location,” she says.

Among the most appealing factors of Loews Royal Pacific Resort for Ross’ group is the overall “resort feel” and proximity to Universal Orlando’s theme parks. “This hotel feels like you are in an exotic tropical locale. From the moment you cross the bridge into the hotel, you’ve entered a destination, and everything you need is there from food, entertainment, amusement parks, water parks and a conference center with meeting space,” Ross says. Attendees love bringing their families, turning “this work trip into a family vacation by adding on additional nights once the conference ends.” As for amenities, she adds, “Our group loves the pool and resort feel of the Loews Royal Pacific Resort. It feels like you are on vacation. When I walk around the pool, I can pick out our attendees relaxing with their families and networking with each other. I see them over at CityWalk in the evenings enjoying dinner or nightlife as well. It’s so nice to have all the amenities within walking distance, eliminating the need to rent a car.”

To capitalize on the tropical feel, the group hosts a luau one night of the conference. “The Royal Pacific Resort makes this so easy, and it’s a great fit with the property. It’s something attendees and their families look forward to every year,” she says. “It fits the theme, and since attendees can bring their families and guests, it’s a great addition to their vacation experience.” Ross appreciates the resort’s flexibility and willingness to customize or make modifications to the menu. “Food and beverage at the Loews Royal Pacific Resort has always been very good. Our attendees really enjoy the lunch buffets. There are lots of selections, and as a planner, their buffets are very well thought out to offer something for everyone. There are lots of vegetarian/vegan/gluten-free options, or easy modifications that make it where everyone can eat from the buffet, which makes for a more inclusive experience for our attendees.”

Meeting planners have a variety of programming options to consider, such as after-hours theme park events, team-building activities, group dining and private use of CityWalk clubs/restaurants. Fun CityWalk venues include Block Party, Big Fire — the resort’s newest restaurant that showcases open-fire cooking, Bob Marley – A Tribute to Freedom, featuring the a replica of the musician’s Jamaica home — and CityWalk’s Rising Star, for guests who want to elevate their karaoke talent with an emcee introduction, live band and back-up singers.

Ross recommends Orlando as “an easy sell” to meeting attendees, with “so much to see and do in the area,” plus the region’s “affordable and convenient” air and ground transportation. For event planners considering the destination, Ross advises, “Look at the full package. There is so much here and the price is very affordable, especially when you realize everything included in this location — a resort atmosphere [with no resort fee], incredible pools and theming, lots for family and attendees to do [amusement parks, water parks, CityWalk].” In summing up her experience working with the property, Ross says: “This hotel has been great partners with us. The sales team has been amazing to work with through the challenging year of 2020. The event staff have been fabulous to work with, and it’s great to see the same faces year after year. They know our program and partner with us to execute a flawless event. The Loews Royal Pacific Resort is a wonderful place to host a meeting.”

Loews Royal Pacific Resort at Universal Orlando.

Busch Gardens Tampa Bay

Duane and Lauren Spires, president and vice president, respectively, of Success Team Enterprises LLC, chose Busch Gardens Tampa Bay for three 2021 events because “It is a high-energy, vibrant, and most importantly, fun venue.” The partners explain by saying, “We are known in the industries we serve as elite-level consultants who always host the very best live events. Busch Gardens is an amazing venue that reflects our exceptional brand.”

At Busch Gardens, event planners have their choice among several select venues: Serengeti Plain features free-roaming African animals and Serengeti Overlook, an outdoor patio for cocktail parties and receptions; centrally located Dragon Fire Grill offers market-style dining and a fully equipped stage for live entertainment and award ceremonies; Gwazi Pavilion, designed for private events; and Adventure Island entices attendees with sandy white beaches and tropical atmosphere. Event planners can also opt for a Busch Gardens Park buyout for 3,000+ guests, and/or exclusive area rentals that include the park’s top attractions, such as the Cheetah Hunt, Cobra’s Curse and Montu in the Egypt area.

Duane and Lauren Spires selected Busch Gardens Tampa Bay for three of their client events scheduled in 2021. Courtesy of Lauren Spires

For the Spires, the Busch Gardens theme-park experience was unique because their clients “had the opportunity to have a blast before, during and after each day of the event.” In fact, the Spires say, “Many of our clients reported that it was the most fun they have ever had at any industry event, and it was amazing to be able to jump on roller coasters during breaks.” For their client venues, “We used the Stanleyville Theater and hosted an exclusive social mixer in the Jungle area, and our members loved the tiger exhibit,” they add.

Beyond the tiger exhibit, special touches that enhanced the attendee experience included other animal encounters. “We actually had two incredible cheetahs live on stage with us, as well as a flamingo, an owl and a sloth each morning as attendees were arriving at the theater.” The Spires recommend that meeting planners explore their venue options — theaters, live entertainment, animal exhibits and encounters — with the Busch Gardens staff. “The amazing part about working with Busch Gardens is that they are able to make anything happen.” Working with the property “has far exceeded our highest expectations,” they say. “They are attentive, quick to respond and committed to making your event a huge success. It’s more than just a venue … You get a team of rockstars.” Do consider the weather when scheduling events, recommends the event-planning duo, who add, “Florida is known for amazing fall and spring seasons that are mild, dry and bug-free. The summers are nice, too, but the daily rainstorms can make it a slight challenge for any late-afternoon outdoor events or activities.”

Ultimately, clients who have hosted programs at Busch Gardens leave with an overwhelmingly positive impression, say the Spires, who add that their “minds were blown,” and that they felt they were on a “learning vacation.”   C&IT