A prime perspective of the Chicago River, where guests can embark on an architecture cruise. Credit: AlliedPRA Chicago

Chicago may get a bad rap from some (wimps) when it comes to weather. Sure, there’s wind and cold, but that’s a non-issue for meeting planners and attendees.

To start, the Windy City is No. 3 on the list of best convention cities in the United States. It’s also the 2017 Restaurant City of the Year as voted by Bon Appetit and the 2017 Best Big City in the U.S., according to the readers of Condé Nast Traveler. Modis, a global IT and engineering staffing agency, named Chicago the nation’s top tech hotspot of the future. The city’s individual hotels, restaurants and attractions routinely garner accolades and awards of their own, and Choose Chicago, the city’s CVB, has comprehensive tools and programs for planners, whether it’s an executive meeting for 10 or an event for thousands.

There are more than 110,000 guest rooms in the Chicagoland area and almost 40,000 hotel rooms in the central business district, to say nothing of McCormick Place, one of the top convention centers in the nation. In short, the city has everything it takes to make meetings successful and to give planners plenty of choices.

Nina Cardillo, general manager of the AlliedPRA Chicago office, puts it this way: “Typical corporate events experience programs with higher than usual turnout in Chicago due to the attraction of the destination. Attendees may come for the meeting but they’ll stay for the vast array of things to do and see.” Cardillo lists meeting space; world-class attractions; culture; and a diverse range of venue selections, accommodations and sightseeing offerings as among the city’s assets.

While airlift is a major concern in many destinations, Cardillo says Chicago wins on the transportation front, too. “Centered in the heart of America, Chicago is a convenient airline hub with two first-class airports with over 80 carriers within an hour of downtown Chicago. O’Hare International has been named the best airport for 14 years running, also known as the world’s busiest for flight operations, making the destination easily accessible for local and international travelers. If flying isn’t in the works,” she adds, “Chicago is within a day’s drive for more than 46 million people, again adding to the appeal of the location for corporate events.”

When it comes to culture, Chicago is no one-trick pony, which gives it appeal for national and international groups alike. “Chicago is home to more than 1,800 foreign-based companies,” Cardillo notes. “Robust international business helps shape the city’s culture and expand its global presence. And with over 77 diverse communities offering their own distinct vibe, culture, attractions and cuisine, meeting attendees will appreciate the city’s distinctive art, history and languages.”

Unconventional Venues

Cardillo believes Chicago’s unique and unconventional venues are a big draw for planners and attendees alike. “The Adler Planetarium offers a beautiful backdrop with three distinct theaters and stimulating exhibits with up to 60,000 sf for large group gatherings, and the terrace patios offer some of the city’s most amazing skylines. 360 Chicago, formerly known as the John Hancock Observatory, competes for dramatic views combined with its newly added special-event space on the 94th floor, accommodating groups of up to 600. If larger space is in order, the impressive and massive 1.45-million-sf Cinespace Chicago Film Studio should inspire guests to earn their 15 minutes of fame.”

When a large blank canvas for an opening-night reception or final-night gala is desired, Cardillo says Veriport fits the bill. “This 10-acre site in Chicago’s Illinois Medical District boasts a 30,000-sf hangar with three large bays that open to a five-acre tarmac. The raw space is easily transformable and lends itself to well-over-the-top concepts. A clear tent allows attendees to view the breathtaking skyline as a backdrop to the event and will eliminate any concerns about the chilly Chicago weather. Water venues are abundant as well for private corporate events, from luxury vessels to specially fitted private yachts set to cruising along Chicago’s River and Downtown Lakefront Harbor.”

America’s Best Restaurant City

As for the city’s justifiably lauded restaurant scene, Cardillo says, “Chicago may be referred to as the ‘Second City’ next to New York, but it refuses to play second fiddle when it comes to dining experiences. A gourmet dining epicenter, the Windy City is better known as America’s best restaurant city, with its several local specialties. Moving beyond the deep-dish pizza or classic Chicago-style dog, guests can immerse themselves in every imaginable food craving with unforgettable culinary experiences at Michelin-starred restaurants.”

Among the restaurants Cardillo and her staff may tap for functions and events: Spiaggia, which Cardillo calls a “must-dine” destination for locals and visitors alike; RPM Steak, in the River North neighborhood; Lena Brava, latest labor of love from Chef Rick Bayless; Gibson’s, an institution in the Gold Coast neighborhood; Swift & Sons in Chicago’s former meatpacking district; and Chicago Firehouse Restaurant, housed in the 1905 Romanesque Revival building that was once home to Engine Company 104 of the Chicago Fire Department.

Cardillo adds one critical culinary note about eating Chicago’s famous hot dogs: “No ketchup!”

Attractions and Adventures

Some of Chicago’s most famous attractions are also the most popular for functions and attendee experiences, including Second City Improv Theatre, the 95th floor of the Hancock Center and the renowned architecture riverboat cruise.

Planners may not know, however, that Chicago also offers outdoor summer adventures. “During the warmer months, guests can try their hand at sailing lessons on Lake Michigan, kayaking on the Chicago River and biking down the lakefront path,” Cardillo says. “And there’s no doubt Chicago is known for its sports and even more so for its colorful fans. Home to the World Series Champion Cubs and iconic Wrigley Field, guests can appreciate a baseball game at a private Wrigley rooftop while eating a Chicago hotdog, or an event along the sidelines at Soldier Field.”

And when the Windy City is a “winter wonderland,” Cardillo adds, “there are more than 40 world-class museums to explore. The Art Institute of Chicago is home to vast collections, which include the most Impressionist works outside of  The Louvre; but art museums are just the start of what the city has to offer. From the Field Museum’s treasure trove of natural history, to more than 32,500 animals at the Shedd Aquarium to star gazing at the Adler Planetarium, the list is long and wide.”

Additionally, AlliedPRA can arrange a customized Grand City Tour.

More Accolades and Attributes

Nicole Lavin, general manager of destination management company Hosts Chicago, points out another of Chicago’s many awards as one of the Top 10 Cities in the United States as ranked by CNN Travel. She, too, lauds the city’s embarrassment of riches when it comes to boosting attendance.

“Nearly 40 million people visit Chicago annually. We boast some of the country’s best music, theater, restaurants, festivals, art, attractions, sporting events and more. Our cuisine is unbeatable. Chicago has world-class convention facilities, easy and efficient public transportation and distinct, cultural neighborhoods waiting to be discovered. Simply put, it’s easy to fall in love with the Windy City.”

One thing Chicago knows how to do, Lavin says, is host a get-together. “We have world-class hotels, spacious convention centers, historic buildings, elegant theaters and beyond — many of them with a view of our spectacular skyline. McCormick Place, a famous Chicago landmark, offers the largest amount of exhibition space in North America, with over 2 million sf.”

And of course, that’s not all. “Want to see the Windy City from all different perspectives? Then the land, air, water tour is for you. You’ll hear the history behind the Wrigley building from the architectural river cruise, experience travel like a local on the El and soar about the city skyline in a helicopter,” Lavin notes. “And everyone wants to experience the city’s bustling food scene, especially Chicago’s famous deep-dish pizza. The  neighborhood pizza tour takes guests throughout the city to experience the best deep-dish of the city.”

Chicago also has more for sports fans than its best-known teams. “In 2018, the Laver Cup will pit six top European players against their counterparts from the rest of the World in tennis as you’ve never seen it before at the United Center,” Lavin says.

She, too, gives thumbs up to Chicago’s varied warm-weather assets. “Summertime in Chicago — the 100 days that locals look forward to every year! The city is alive with packed patios, the bustling lakefront, packed rooftops and, of course, street fests. Cheers echo from the ‘friendly confines’ of Wrigleyville throughout Lakeview, beer gardens are filled with crowds desperate to have the token patio seat and scents from delicious outdoor dining waft through each neighborhood.”

Tailored Shopping Experiences

But Lavin also points to a value-added use of another of Chicago’s most notable assets — excellent shopping — for meetings and incentives. “Take your employees shopping,” she says. “Our team is becoming specialized in tailored shopping experiences. For a recent software client, we secured a semi-private shopping experience in the Nike store located on Michigan Avenue, where guests enjoyed cocktails and hors d’oeuvres while being outfitted by Nike specialists with the latest in athletic gear. The client was thrilled with the daytime event because it offered a unique experience that provided employees with a customized takeaway item that reminded them each time they wore it how appreciated they were.”

The program was part of an incentive trip, but Lavin says this type of event works for other types of meetings, too. “The tailored retail programs are really good for client entertainment as well, or capabilities launches, to ensure high attendance numbers.”

And that’s what it’s really about. “These types of tailored experiences encourage participation,” she says.” Clients are consistently challenged to provide their guests with the next best experience to ensure strong turnout. When you offer something unique like a personalized retail experience, you are more likely to have higher attendance numbers, ensuring quality time with your employees or top clients.”

For planners considering a Chicago-based meeting, Lavin has a couple of suggestions. “Yearly conventions and city-wides are something to keep at top-of-mind when planning a meeting in Chicago. Many of these take up all of the hotel spaces in the city. The Choose Chicago Convention Calendar is a great resource when planning!”

And that infamous Chicago winter weather? “Don’t fear the cold!” Lavin says. “Hotels, bars and restaurants are embracing the long winter with retractable roofs, and now inflatable domes are popping up throughout the city. The domes can fit several guests in comfy chairs and accommodate a small table. Who says rooftops aren’t cool (or hot) in the dead of winter?”

Hotels On the Move

Not surprising, things are always changing in Chicago. Ace Hotel Chicago made its debut in the West Loop neighborhood in August with 159 rooms, two restaurants and 9,000 sf of meeting space, and a handful of hotels wrapped up renovations. Hyatt Regency McCormick Place completed a $13 million restaurant renovation, while The Gwen Chicago recently upgraded its rooms and public spaces. Hyatt Regency Chicago added 12,000 sf of meeting space to its already expansive 228,000 sf, and Best Western River North Hotel spent $4.5 million, infusing its spaces with pops of color and a contemporary vibe.

The historic 1,544-room Hilton Chicago, on Michigan Avenue across from Grant Park, completed a $7 million renovation in fall 2017. The newest revamp enhances the third-floor meeting spaces and Salon C in the Stevens Meeting Center, leading to the finalization of an all-encompassing $150 million renovation and restoration initiative. The third floor is home to seven separate meeting rooms, accommodating up to 850 attendees. Salon C, which spans 28,000 sf, is one of four event spaces in the 115,000-sf Stevens Meeting Center. Other renovations completed as part of the overall $150 million renovation include the 10,080-sf Continental Ballroom, 600 accommodations and the 5,000-sf Conrad Hilton Suite, the largest suite in the Midwest. The Hilton Chicago offers a total of 234,000 sf of versatile meeting space, including the Grand Ballroom, which has hosted every United States President.

The 1,641-room Palmer House, a Hilton Hotel, is America’s longest continually operating hotel and is located in Chicago’s Loop where business and finance districts intersect with theater, dining, shopping and cultural arts. The hotel’s 130,000 sf of meeting space, all of which has been fully renovated, includes four ballrooms, 77 breakout rooms and 16,909 sf of exhibit space with floor-to-ceiling windows.

In all, Hilton boasts more than 30 full-service, luxury hotels in the Chicago market, from suburban locations to city center. Currently, Hilton is offering meeting groups a free morning coffee break or free evening cocktail reception for meetings booked by February 28, 2018 and actualized by December 31, 2018 (hilton.com/coffeeorcocktails).

More Cook County Options

Chicago isn’t the only meetings gem in the region. Cook County is the second most populous county in the United States. It stretches northwest and southwest of Chicago and includes two of the region’s stellar meetings destinations, away from the city yet within easy reach of downtown Chicago and O’Hare International Airport.

Tinley Park

Located southwest of downtown and just over 40 miles from O’Hare International Airport, Tinley Park, in Chicago’s Southland, is home to the Tinley Park Convention Center with 70,000 sf of event space, 58,000 of it contiguous. Its 35-foot ceilings give exhibitors a lot of flexibility, as do the 21 breakout rooms of various sizes and the fact that the convention center is connected to 202-room Holiday Inn Tinley Park. Another 600 hotel rooms are located nearby.

Tinley Park has its own dining and attractions, and all that downtown Chicago offers is only 30 miles away.

Schaumburg

Another town with a convenient hotel-convention-center pairing is Schaumburg, one of Chicago’s northwest suburbs. The Renaissance Schaumburg Convention Center Hotel is just 15 miles from O’Hare International Airport, giving planners a break on pricey Chicago transportation costs and attendees less time in airport shuttles. Schaumburg is about 30 miles from downtown Chicago.

The hotel and convention center provide planners with 148,624 sf of total space, 42 meeting rooms and capacity for more than 6,000 attendees, making it ideal for Connecticut-based Design-2-Part shows, one of the nation’s largest design and contract manufacturing trade shows. The May 2017 event attracted 2,200 attendees.

“The Schaumburg convention center is the perfect fit for our show,” says Jerry Schmidt, president of the company, noting that the key features that work so well for them include “easy access to the highways, free parking, column-free exhibit space and a large ballroom, all connected to a full-service business hotel.”

All show events were held at the Schaumburg Renaissance Hotel and the convention center. “We produce a two-day trade show with a large exhibitor reception, Schmidt says. “The catering department does an excellent job with our reception, which includes entertainment, an open bar and hand-passed appetizers for more than 300 guests. Having everything under one roof — seminar rooms, ballroom, hotel, convention center — makes it much easier to manage a successful show.”

In addition, the city of Schaumburg itself has benefits. “It has easy access to the Chicago manufacturing market without having the high prices and traffic issues of downtown Chicago,” Schmidt says. “I moved our show from St. Charles, Illinois, in 2007 and since that move our show has doubled in size and attendance. It’s one of the best business decisions I have made in the past 10 years.”

Itasca

Nearby Itasca, Illinois, is another convenient northwest suburb just outside of Cook County, located 27 miles from downtown Chicago and 17 miles from O’Hare International Airport. Among Itasca’s meetings-friendly venues is Eaglewood Resort, the area’s go-to for groups looking for a resort setting for business meetings and conferences close to Chicago.

The 295-room resort, which received a $7.7 million renovation in 2015, offers more than 37,000 sf of IACC-certified function space as well as onsite planning services. Set on 106 wooded acres, Eaglewood combines its conference facilities with plenty of nature and a multitude of activities to keep attendees engaged and onsite before and after meetings. The resort has four restaurants, a 6,017-yard golf course and 10,000-sf spa, to say nothing of a six-lane retro bowling alley, bocce ball court, an Olympic-size pool, and fitness classes and equipment for all levels. Everything planners and attendees need is in one place.

In addition to being a short drive from Chicago, Eaglewood is also under four hours drive time from Indianapolis, Madison and Milwaukee, and 6.5 hours or less from Minneapolis, Des Moines, St. Louis and Detroit.

Whatever the size of your meeting, whatever your parameters for conference venues and goals might be, one thing is sure: Chicago and the surrounding area offer whatever you want, not the least of which are a central location, two airports and renowned dining.

But Cardillo points out something else planners should take into consideration, too. “Chicago,” she says,” is a city that embodies Midwest hospitality.” C&IT

Let’s say you find an old lamp, rub it and a meetings genie miraculously appears, offering you three wishes to make your work life easier. First, cool. Who hasn’t wanted a genie to come along at some point in life?

But more to the point, what would you wish for? Based on what we hear over and over from planners, the three wishes would most likely be for:

• More time to execute meetings.
• More help executing meetings.
• More ways to deliver “wow” within increasingly constrained budgets.

The bad news is there are no meetings genies. The good news? CVBs come pretty darn close. Like genies, they can provide planners with what they most want and need. Unlike genies, no random finding of a lamp is required, they don’t stop at three wishes, and they never disappear into thin air.

In fact, CVBs keep giving and giving the longer you partner with them.

Don Welsh, president and CEO of Destinations International, the association of CVBs and DMOs, says planners benefit greatly from CVBs in ways that can’t be duplicated elsewhere — even with genies. He lists the top three benefits for planners who partner with CVBs as a gain in time, money and local authentic experiences to elevate a meeting. These come not from magic but from a CVB’s deep knowledge and experience, and a mandate to help planners succeed.

Local Knowledge

“CVBs save planners time and money and get best practices from the thousands of meetings that have been held in the destination before,” Welsh says. “Also, a big trend is the community knowledge connection CVBs can provide. While this practice has been prolific for years in Europe, it is becoming even more valuable in the U.S. and around the globe. CVBs can connect planners with leaders in the industry of the groups they represent or even inspirational members of the community who can inject authenticity into a meeting.”

And the benefits aren’t just for citywides and large meetings. “Smaller meetings may benefit even more,” Welsh says. “CVBs can share what they have seen other small groups do. They can also recommend out-of-the-box meeting spaces and experiences that help add that special extra dimension to make a smaller meeting something truly memorable.”

It’s important to note that CVBs and a planner’s independent planner research are not mutually exclusive. Planners can and do learn a lot from researching on the internet, for example, and as they learn they begin to narrow down their destination and hotel choices. But why not benefit from a partner in a potential area, someone who really knows the destination and can provide up-to-the-minute news and highlights? The earlier you start the process, the more positive impact this relationship can have on your planning work and your meeting.

“CVBs can show advantages to a destination that a planner may not have been aware of and wouldn’t find anywhere else,” Welsh says.

That ultimately can help a planner make the most informed choice about where and when to meet. For that reason, Welsh recommends starting the process early. Communication, he says, is key if planners want the greatest benefits.

Destination International’s Christine Shimasaki, who authors a blog connecting meeting planners to DMOs and CVBs, offers an extensive list of reasons planners should form partnerships with CVBs in the destinations where they plan or might plan meetings, including RFP gathering and site selection, vendor connections and attendee marketing, in addition to deep knowledge and experience. For planners who don’t yet take advantage of CVB services, Shimasaki emphasizes that these services are free — and there’s no catch.

They’re free to planners, she says, “because their services are already paid for. CVBs are non-profit organizations that represent hotels, meeting and convention facilities and a host of meetings service providers within a particular destination. Funded primarily by local hotel occupancy taxes, a CVB’s main purpose is to attract tourism, meetings, conventions and events to their destination. Since they really want your business, it’s well worth their while to provide a wide range of complimentary services to help you plan and execute successful events in their cities. So why not take advantage of the free services CVBs are offering?” she asks.

Symbiotic Relationship

Indeed. It’s in fact critical to CVBs that groups experience highly successful meetings that wow attendees. It’s part of their business structure to facilitate that.

Planners also want highly successful meetings and attendees who are wowed by a destination. It’s a partnership made to order, and CVBs are willing to roll out the red carpet and offer every possible resource so that planners can execute the best possible meeting.

Unlike most things in the world, there really is no downside to planners forging a relationship with CVBs. But the upsides are many.

Nell Nicholas, senior director, global sales, HelmsBriscoe, agrees that CVBs are valuable partners and notes they can be especially helpful at the front end of the planning process.

“I always work with CVBs unless the client knows the very one hotel they want to book at a confirmed destination,” she says. “CVBs offer a wonderful support system for all kinds of programs. One of the key features I appreciate is that the CVB will tell me what citywides are taking place, which is key information so a client can make a determination about changing dates or destination if necessary. And conference-planning tools that CVBs offer really help my clients build out registration. For my larger conferences, the staffing either at the airport or at the hotel offering destination guidance for attendees goes a long way toward an overall happy attendee experience.”

Nicholas says HelmsBriscoe typically has a dedicated CVB representative at many destinations. “This is so helpful. They know our business model and have a clear sense of what we at HB need to accomplish for a successful program in the destination. Of course, I especially appreciate all the assistance with site inspections,” she adds. “It not only takes some of those tasks off my plate, but the CVB staff arranges a tight, efficient, well-planned agenda because they are the experts. My clients always appreciate that connection to the CVB for the added support they require.”

Offering ‘Wow’ on a Budget

Nicholas points to one specific event for which CVB assistance was critical and which resulted in huge benefits for her client. “Our incentive program was extremely budget oriented and we needed to get creative with offering a ‘wow’ on a tight budget. Meet Puerto Rico, the island’s official convention and visitor organization, offered sponsorship dollars toward this program that afforded us wonderful entertainment and added F&B that we could not have pulled off ourselves. It was a wow for everyone, and the attendees still talk about that opening reception two years ago. Thank you, Meet Puerto Rico, for giving us such a memorable evening.”

For Melissa Jimenez, global events director with Reval, a New York City-based software and cloud-solutions company, her involvement with a CVB depends on the specific event. “If it’s a smaller event or a trade show, I may not meet with the CVB. If I’m working on a larger multiday conference, I make meeting with the CVB a priority.”

That said, she knows that a CVB’s deep knowledge of its destination can make a difference in how an event is ultimately constructed, and she agrees that early connection is important.

A Range of Benefits

“The CVB is a great resource for verifying the information I have put together through my own research,” she says. “Often, you can see on a map that an offsite destination is listed as a 20-minute drive only to discover five minutes into the conversation with the CVB that your date and time of departure would turn that 20-minute drive into 40 minutes with traffic. They know their city well. That firsthand knowledge can only add to the organization and overall execution of your event. The ability to have a local sounding board and to course-correct early is crucial. I will often get flight reports, vendor recommendations and the off-the-beaten-path suggestion for a little-known vendor that might not have a huge web presence but is a local fan favorite. Emily Smith, at the CVB in New Orleans, was masterful at this.”

Then there’s the benefit no planner wants to have to take advantage of but is still glad is available if need be. “Hosting an event with clients and colleagues can come with increased risk and exposure,” Jimenez says, “if, for example, there is large-scale inclement weather, potential acts of terrorism and other contingencies that need to be considered. Having an additional local resource with connections to city agencies and additional vendors is another resource to rely on if needed.”

Jimenez says that the special offers CVBs sometimes provide also can make a difference when selecting a destination. “CVBs will often run discounts or provisions you can take advantage of, such as a discount on a room or airfare. It varies from location to location, but those are particularly nice and I do take them into consideration when selecting a city.”

Planner Wishes

While CVBs can be excellent partners, there are things Jimenez wishes CVB staff would better understand. “We all have to monetize our functions. Events are our passion but they are also a business. At times, having to keep tabs of ‘who recommended it first,’ be it the CVB, a DMC or the vendor you found on your own, can be exhausting.”

To CVBs she says, “Clearly state your expectation upfront when making recommendations so that there are no communication breakdowns for the planner who is navigating multiple parties while trying to get an event executed.”

Jimenez often works with HPN Global, a company that facilitates sourcing for planners and can help establish the right contacts for planners within CVBs. “If it’s a larger conference, I work with Rick Mandriota at HPN Global, and he always makes sure I get to meet with the CVB during my site visit. He usually screens the best person for me to meet based on my event criteria.”

Blue Janis, a Florida-based national account manager representing Experient, says he always includes the CVB when sending out his RFPs, and believes that CVBs provide a wealth of resources to benefit planners as well as their clients.

“CVBs are typically available for providing or arranging transportation to and from the airport for the client site visit,” Janis says. “In addition, they can give the client an orientation tour of the city, suggest restaurants and offsite venues. CVBs will also provide literature about the city for the client to distribute to attendees.”

In terms of what CVBs offer that planners and clients can’t get elsewhere, Janis echoes Jimenez, noting that special offers can make a difference. “Several CVBs offer financial incentives for groups, ranging from airfare reimbursement for site visits to a certain dollar contribution per room night.”

And it helps, Janis says, to have long-term relationships with CVBs. “Virtually all CVBs from larger cities know Experient — many, in fact, are partners — and are either deployed to Experient or they are deployed to the client’s location. Since I always include the CVB in my RFP, they are automatically assigned.”

One way in which a CVB’s participation in planning a meeting paid off came when a CVB alerted Janis to a potential conflict. “One of my clients had decided on specific dates for its meeting in a large, popular city. When the CVB received the RFP, they called and warned me that those dates conflicted with a large citywide. The client was firm on the dates, so as we discussed alternatives, my CVB rep let me know which hotels were not participating in the citywide and I was able to find a home for my client’s meeting.”

Attendees Benefit, Too

Planners and clients are front and center when it comes to partnerships with a CVB, but Welsh points out that attendees benefit, too, and when a CVB can help make a meeting successful, it’s a win-win for all.

Alluding to the trend of ever more experiential meetings, Welsh says, “People attending meetings now expect to experience a destination.”

No stakeholder is in a better position to make that happen than the local CVB. “This is a chance for CVBs to help a destination shine and make a meeting attendee become a repeat customer who can bring friends and family back to a destination again and again,” Welsh says.

Which brings up another important point: Do planners who have already booked a destination really need the help of a CVB the following year or the year after that when they bring the meeting back? Welsh believes they do.

“Even if a planner has planned a meeting in a destination before, it’s still important to always check with the CVB. Staff at CVBs know what is new in the destination, can flag any current issues and events that may affect a meeting and can highlight new benefits or offerings a planner would not necessarily be aware of. It is not a ‘one and done’ with CVBs,” Welsh emphasizes. “It’s a continual partnership.” C&IT

Debbie Wemyss After a 20-year nonprofit career in marketing, PR and fundraising, Debbie founded DW Consulting Solutions LLC to offer expert 1:1 and corporate coaching to utilize LinkedIn as a powerful branding and marketing tool. Contact her at 561-444-2265, debbie@dwconsultingsolutions.com, or visit www.linkedin.com/in/debbiewemyss or www.dwconsultingsolutions.com. Not with, affiliated or endorsed by the LinkedIn© Corporation

The start of a new year typically prompts a multitude of commitments and promises to one’s self and business. Ever notice how some people manage to set themselves up for failure? Allow me to assist you in a sure-fire resolution that will put you on the fast track to improve your networking and your business. Now is the time to embrace LinkedIn as the powerful branding and marketing tool that it is. Many professionals have established a LinkedIn profile, but they don’t know what to do next. Every member can benefit by doing a little bit more on the site.

What Is Important to Know About LinkedIn?

Here are a few stats from the LinkedIn Corporation Quarterly Reports, LinkedIn News and LinkedIn Blog:

• LinkedIn now has more than 530 million users in more than 200 countries.
• 3 out of 5 CEOs use LinkedIn on a regular basis, three to five times weekly.
• LinkedIn is the largest professional network on the internet.
• LinkedIn is one of the most effective platforms for lead-gen marketers.
• Professionals are signing up to join LinkedIn at a rate of more than two new members per second.
• LinkedIn has become an invaluable resource for the HR industry globally.

For a long time, the site was known as “the job seekers network.” LinkedIn does earn more than 60 percent of their annual revenue from their Talent Solutions and the HR industry. But with all statistics aside, here is the real message: Every business needs to network. Every business needs contacts. Every business needs to continue to grow. Linked-In enables all members to grow an incredibly valuable network of connections that will either lead you to business or become your business later.

Get Started

Initially, establish a LinkedIn profile that has the most professional presence possible. This is, after all, the world’s largest professional network. Your goal should be: I want to be found on LinkedIn. People go to Google to find people, products, services, talent and everything else. If you have a LinkedIn profile, it might appear at the top of searches if you have what is known as a keyword optimized profile. The person searching will be taken right to your profile if they are a member of LinkedIn. Otherwise, they will be prompted to start a free basic membership to view your profile in its entirety.

Six Key Points to Consider

1. Do you have a professional looking headshot? Using anything other than your likeness in this field (graphic, logo, cartoon) will eventually cause your profile to be shut down! Doing so is against the LinkedIn User Agreement. Make your first impression a good one. Note: Selfies do not belong on LinkedIn ­— period.

2. Do you have a Summary? Yes, this requires writing, but it’s a golden opportunity to share your story: what you do, why you’re passionate about it and how you can help the viewer. Please remember to include a CTA (call to action) to make it easy for the viewer to reach you by phone, email or website.

3. The Experience section should include your current work plus at least two previous positions. Let the viewer know how you progressed to your current role/position — even if what you do now is totally different from the past work you have done.

4. Skills. Be sure to max out the 50 allowed. This becomes a glossary of keywords that can bring up your profile. It is appropriate to be a bit redundant with your list as you are guessing at how these keywords might be typed into the search field. Example: Nonprofit also can be listed as NPO, non-profit or not-for-profit. V.P. also can be included as vice president, etc.

5. Include images and videos whenever possible. These can be added to the Summary, Experience and/or Education sections and will help to increase the number of  views on your profile. Videos are extremely effective in attracting attention. Keep them brief!

6. Education. The relevant year of your educational accomplishments is not a required field. Without the year entry, multiple school/college entries will be listed alphabetically.

It is always advisable to revise your Summary occasionally to keep it fresh. Be mindful of new advancements in your work, business or industry. Your Summary should tell the viewer just enough to pique their curiosity so that they want to know more.

Engage Effectively

The best strategy you can embrace, once your profile is established, is to focus on consistently building your network with connections of value. Do this by striving to connect with people you know, like and trust. But also connect with members you do not know who can add value by their industry, connections or business. When someone you do not know invites you to connect, do not hit “ignore” without first spending a minute on their profile to seek value. Do you have mutual connections and are they trusted professionals? That is a plus. Does the person work in an industry within your target market? Might they know people that you need to know? Do they have lots of connections? I choose to ignore invitations on two occasions:

• No headshot = no connection
• Absolutely no synergy = no connection

TIP: When you choose to ignore an invitation it simply goes away and the initiator is not notified.

Inform and Educate

Your activity on LinkedIn also will help to determine your success on the site. Scan your home-page feed and look for posts that resonate with you. Like, comment or share them to help you and the originator be more visible to your network. When you post your own content, be sure you are educating and informing…not pitching! LinkedIn holds a world of prospective clients, but do yourself a favor and show restraint. As with in-person networking, you must engage with your connections, develop a relationship and earn their trust before you can offer solutions to their pain points.

LinkedIn groups, I believe, are the most underutilized feature of the site. The lead-gen aspect of groups is almost limitless. With more than 3 million groups, you surely will find several that cater to your target market. They offer an excellent opportunity to directly engage with a large audience. The amount of activity you do within groups will directly affect the number of views to your profile.

LinkedIn is a tool. And, like any other tool, it must be used to realize a return. With a focused strategy and about 20 minutes a day, you will not be left behind! C&IT

Molly Schemper, Co-Owner, FIG Catering, Chicago, Illinois. Credit: Greenhouse Loft Photography

For corporate meeting planners these days, food is not only essential to creating an entertaining and engaging experience for a private dinner for 50 or an incentive party for 500, but often a destination will be chosen because of its reputation as a foodie city. Menus are no longer an afterthought, no longer the once-routine choice of beef, chicken or fish.

As more attendees become savvy, health-conscious eaters, ready and willing to try new cuisine, meeting professionals must seriously include a destination’s ability to provide a true culinary experience in their site selection criteria.

The foodie destinations below offer hotels, restaurants, unique meeting venues and a plethora of award-winning local chefs and mixologists. In addition, these destinations have nearby farms and farmers’ markets to assure a steady supply of fresh produce, and local caterers and food and beverage directors whose expertise is organizing unique culinary events.

Chicago

“We work with many national and international corporate planners who bring in employees and customers from all over the world and want Chicago cuisine to be a theme of their events,” says Molly Schemper, co-owner of Chicago’s FIG Catering. “Whether it’s focusing on the ‘typical’ foods one associates with Chicago, like pizza, Italian beef or the classic hot dog, or highlighting Chicago’s ethnic neighborhoods, at FIG (For Intimate Gatherings) we always focus on sourcing local and sustainable ingredients so whatever the theme of the event, we try to create a menu that incorporates seasonal produce, locally raised meat, and organic dry goods and dairy. Our corporate clients tend to know and love this, too, and often have our chef and/or bar manager step out to talk to the crowd about where our ingredients come from and why that matters.

“Last year we worked with Avalara (the tax prep software company) to produce an event for 50 of their Chicago clients at Greenhouse Loft, a lovely ecofriendly event venue right off the Kennedy Expressway, convenient to both downtown and O’Hare airport,” says Schemper. “We created a ‘Chicago Neighborhoods’ themed menu, where we included neighborhoods like Argyle, Chinatown, Little Italy and Pilsen. The chef introduced the menu and talked about sourcing. They wanted something interactive and a gift for guests, so we also incorporated a cocktail demonstration and bottles of our in-house FIG bitters that guests could take home to create their own cocktails. Our bartender held small group sessions with the guests and created a cocktail called the Demetrio’s Dilemma, with small batch bourbon from Ohio, ginger beer, lemon juice and FIG bitters, to order.”

Miami

“I can say without reservation that Miami is now one of the most exciting and thriving eating destinations in the USA,” says Karen Weiner Escalera, editor of miamicurated.com, a highly ranked food blog. “The Magic City’s offerings go well beyond the famed Cuban restaurants that have been a stop on presidential campaigns.

“Peruvian chef Gaston Acurio at the Mandarin Oriental here started the explosion in fine Peruvian cuisine, joining the dozens of top-notch ceviche venues that are the real thing. Many of the world’s top chefs are represented here, including José Andrés, Daniel Boulud, Stephen Starr, Jean-Georges Vongerichten and soon Joël Robuchon,” Escalera says. “Miami is seen not only as a place where a top restaurant group that’s on the move needs to be, but also as its first outpost in the U.S. to launch a new fine dining concept. Think Enrique Iglesias and tennis star Rafael Nadal’s Spanish restaurant Tatel, which opened this year in The Ritz-Carlton, South Beach, or an investor group that owns the wildly popular Zuma and who launched the Pan Asian spot DOA.”

Gloria Rojas, global events program manager for California-based Ruckus Wireless, says, “In September of 2017 we held our ‘Big Dogs Conference’ at the Loews Miami Beach property, an invitation-only event where Ruckus partners have the opportunity to interact with our executives and subject matter experts to exchange ideas, learn, make connections and gain a competitive edge. This 21/2-day conference is held in a different city each year, and we had over 430 people attend our 2017 event.”

Although Rojas says that food was not the main reason the event was held in Miami, it didn’t hurt that the city, and the 790-room Loews property (which describes its dining venues as global cuisine infused with Latin flavors and seafood classics) was the perfect combination for the menu planned for the awards dinner. “The property has six wonderful restaurants, but with almost 500 dinner guests, we organized the awards dinner in the Americana ballroom,” Rojas says.

“The buffet consisted of culinary options from around the Americas, including Cuban, Mexican, Peruvian and other Latin American countries. The food at dinner was exceptional; all of our guests were very pleased with the overall presentation. One of our partners told me during the event that ‘I’m usually not a fan of hotel food, but this is fantastic’ so that was very nice to hear.”

Fresh off a recent $100 million transformation in April 2017, the 1,000-room Diplomat Beach Resort in Hollywood, just north of Miami (part of Hilton’s Curio Collection) is making a splash with two new restaurants. Chef Michael Schulson’s Japanese-inspired Monkitail was recently awarded the Best Hotel Restaurant in USA Today’s 2017 Readers’ Choice Awards, and celebrity Chef Geoffrey Zakarian’s Point Royal, a Coastal American restaurant, is getting raves for its raw bar and fish menu. The hotel also boasts 1,000 guest rooms and suites, 10 different culinary venues, and 209,000 sf of meeting and event space, the largest hotel convention space in South Florida.

Other exciting foodie venues that will appeal to planners include Los Fugeos, featuring the cuisine of celebrated Argentine chef Francis Mallmann. Located in the eclectic, pricey and popular Faena Hotel, the chef’s grilling skills are on full display in the outdoor restaurant. Often credited as a leading force in the revitalization of the Miami River neighborhood, three-year old Seaspice continues to be one of the city’s top waterfront restaurants. Chef Angel Leon’s menu is inspired by Mediterranean and global influences. With 250 feet of private docking privileges, the restaurant offers stunning interiors and views of the Miami River and downtown skyline.

New Orleans

New Orleans is synonymous with Cajun and Creole cuisine. Barbecue shrimp, po’boys, jambalaya, gumbo, crawfish étouffée, beignets, muffuletta, and red beans and rice are all part of the city’s rich cuisine, and prepared at its legendary restaurants such as Brennan’s, Commander’s Palace, Galatoire’s, Dooky Chase and Tujague’s. Chefs such as Emeril Lagasse, John Besh and Donald Link have enhanced the city’s reputation as a foodie destination.

Food & Wine magazine says that young chefs are shaking up the New Orleans restaurant scene in a big way, earning the city a spot on Food & Wine’s top 10 food cities in the world for 2017. Some of the new restaurants in the city include Turkey and Wolf, Compère Lapin (Chef Nina Compton was Food & Wine’s Best New Chef 2017), Marjie’s Grill and Part & Parcel.

Mardi Gras World, an offsite venue also known as River City Venues, is located near the Mississippi River. This 300,000-sf space is the brainchild of Blaine Kern, who developed and designed many of the monumental Mardi Gras floats since 1932; he opened up his working studio to the public in 1984 as a tourist attraction and event space for groups of 20–20,000 attendees.

“Our event at Mardi Gras World was held in July, 2017,” says Leah Green, director of Beachbody Global Events. Beachbody is a Southern California-based company and a leading provider of fitness, nutrition and weight-loss programs. “We did two parties back-to-back. Our Leadership Ladder Reception for 1,200 attendees was catered by Centerplate and held in The Grand Oak Mansion, and our Success Club Party took place throughout the entire venue for about 5,000 attendees.” Beachbody worked with BBC Destination Management, a Global DMC Partner, with My Social House handling the culinary end.

“The main objective behind our parties is recognition. Our coaches work all year long to build their businesses, and this is a way to recognize their hard work, celebrate their achievements and cut loose,” added Holly Kasabo, senior manager for Beachbody Global Events. “The attendees loved the food trucks. When we start planning our events, we strive to showcase and celebrate the host city by making sure we have the best local flavors, sights and sounds.”

New Orleans is more than just a foodie town, of course — it offers meeting and convention participants an experience that includes history, music and a wonderful Louisiana atmosphere. “New Orleans is a great convention town and our attendees had a blast taking it all in,” says Green. “We also held an Elite Reception at The Sugar Mill one night, where the theme was Voodoo Masquerade. We made sure to incorporate all the best tastes of the bayou like boiled gulf shrimp, chicken gumbo and lemon ice box pies.”

The Sugar Mill is located directly across from the Ernest N. Morial Convention Center near the historic Warehouse District. The venue specializes in large corporate hospitality events, private conventions and trade shows. Their 22,000-sf main floor and the adjoining 15,000-sf landscaped courtyard can combine indoor and outdoor activities for up to 3,000 people indoors and 10,000 using the adjoining properties.

“New Orleans continues to be an amazing city for foodies, and a good choice for meeting planners wishing to incorporate culinary-related events into their programs,” says New Orleans resident David E. Rome, CMP, DMCP, director of sales for BBC Destination Management, a Global DMC Partner. “One of the great culinary events for corporate clients include having noted chef Amy Sins use the Rib Room in the Omni Royal Orleans to show attendees how to make gumbo or bread pudding, the venue’s signature dishes,” Rome says.

“We also have the New Orleans School of Cooking here, which offers demonstration classes where guests cook their meal and pair it with wine and alcohol. Knowing the city as well as we do, we bring in very unique New Orleans menu items, like a Café Du Monde food truck frying up beignets, the Drago’s Firetruck chargrilling oysters out of the truck, or a sno-ball station with a liquor bar for guests to add to their favorite flavor,” Rome added. “We have talented bakers in town and have brought in Doberge Bites from Debbie Does Doberge, or a trufflemaker onsite from Bittersweet Chocolates, and we have partnered with James Beard Award-winning chef Donald Link to produce a couchon de lait (pig roast) in a South Louisiana swamp location. Groups love to see the pig on the rotisserie and of course enjoy all of the accoutrements like jambalaya, pork crackling, boiled crawfish, shrimp, potatoes, corn and sausage. Our goal is to show our guests what South Louisiana and New Orleans looks like through the eyes of a local.”

New York City

Within the next two years, New York City will get two massive food halls, a trend that is happening in several big cities around the country. One of projects, yet to be named, is the Spanish version of Eataly, complete with wine and cheese bars, a tortilla stand and of course, endless tapas. Thanks to José Andrés and the Adrià brothers, the chefs behind El Bulli’s famed molecular gastronomy, customers will be able to feast on authentic Spanish cuisine as early as fall 2018. The new foodie paradise will occupy 35,000 sf of indoor/outdoor space within the larger Hudson Yard complex, located in midtown Manhattan.

In early 2019, Anthony Bourdain’s Food Market will open on Pier 57 along the Hudson River. Part of the pier will also be home to Google, which has signed on for about 250,000 sf of space, while Bourdain Market is expected to take up 100,000 sf on the ground floor and mezzanine levels. There also will be an 80,000-sf publicly accessible rooftop park.

Restaurant openings in New York are always highly anticipated, and the following venues, some within high-end business hotels, are definitely on the radar of many corporate planners. Public Kitchen, Jean-Georges Vongerichten’s latest opening, paired itself with the opening of Ian Schrager’s Public Hotel. Public Kitchen sits on the ground floor of the impeccably designed hotel, in a 150-seat space and an outdoor patio. On the menu are dishes such as truffle pizza, rigatoni with basil-pistachio pesto, and smoked short rib with corn and potato salad.

Located on the top floor of the Mandarin Oriental hotel in Columbus Circle, The Aviary is chef Grant Achatz and partner Nick Kokonas’ New York City outpost of the three-Michelin-starred Chicago restaurant Alinea.

San Francisco

Located on the Embarcadero, the San Francisco Ferry Building is densely packed with restaurants, shops and crowds of people. It’s close to the Marin ferry, and a perfect venue for groups to spend a few hours, especially in nice weather. The Ferry Building is a foodie’s paradise, brimming with organic, local, sustainable, artisan and just plain delicious culinary delights. Highlights include fresh oysters on the half-shell at Hog Island Oyster Company, tasty tamales at Mijita and juicy burgers at Gott’s Roadside. The Slanted Door, an upscale Vietnamese restaurant, is also worthwhile. For dessert, it’s a toss-up between Ciao Bella’s rich and creamy gelato and Miette’s beautiful looking and tasty cupcakes.

Another treat for foodie groups would be the sprawling market held inside the Ferry Building on a Tuesday, Thursday or Saturday before 2 p.m. With scores of organic fruits and vegetables, prepared foods and baked treats, the huge market wraps around both the front and back of the building.

Seattle

Corporate planners easily can find excellent venues here for offsite dining or culinary field trips, including at the city’s famous Pike Place Market; and Seattle is surrounded by some of the country’s finest agricultural and livestock suppliers.

Located in Woodinville, the heart of western Washington’s wine country just 30 minutes from Seattle, the Barking Frog is a highly acclaimed restaurant with innovative seasonal menus and an award-winning cellar of Northwest wines. The restaurant is adjacent to Willows Lodge, an upscale, 84 rooms/suites lodge that is well-suited for corporate events.

Also located within steps of Willows Lodge is the Herbfarm, a five-diamond restaurant that offers a multicourse dining experience rich in the culinary heritage of the Pacific Northwest. Each nine-course dinner is inspired by the season and accompanied by wine pairings. The day’s menu is finalized only hours before the meal to take full advantage of fresh ingredients at their peak, including produce and herbs harvested daily from The Herbfarm’s own kitchen garden. Local growers and producers provide wild mushrooms, heritage fruits, handmade cheeses and other rare treasures.

Another outstanding Seattle-area restaurant is Westward, which Bon Appétit magazine named one of the best new restaurants in the U.S. Located on the shore of Seattle’s Lake Union, this rustic, wood building is hidden from the street by foliage, and shipbuilding and repair yards border the property at each end, a testament to the area’s still vibrant fishing industry.

The recently opened 220-room W Bellevue hotel sits on Lake Washington, 20 minutes from downtown, and offers several culinary options for corporate groups. The Lakehouse, showing a Northwest farmhouse concept, and Civility & Unrest, a speakeasy-inspired cocktail lounge; both venues from the James Beard Award-winning chef Jason Wilson. The hotel also provides 10,000 sf of meeting and event space.

Baton Rouge

The city is ground zero for excellent Cajun and Creole food, with lots of new spots like Cocha and Kalurah Street Grill, both receiving widespread praise. Local radio talk show host Jay Ducote was a runner-up on Season 11 of “Food Network Star” and runs a taco pop-up called Government Taco that will finally get a permanent space in 2018. “Baton Rouge is really like a gumbo pot of all Louisiana cultures in one place,” says Ducote. “We get the Creole influences of New Orleans, the Cajun culture from Acadiana and the traditional Southern flare from the northern part of the state. It all converges here in Baton Rouge, where finding our own unique culture has been challenging in the past.”

The Boullia Babes Catering Company also does pop-ups and private functions, making incredible sandwiches like its “Sammich” of smoked turkey, capicola ham, Calabrese salami, Muenster cheese, house pickles, onion and lemon rosemary aioli on pressed French bread. One of the most popular downtown dining venues is Cocha, with a menu inspired by the married owners’ Venezuelan and Dutch backgrounds. Fried yucca root with avocado salsa and lavender lamb chops with grilled squash and honey herb sauce are just two of their excellent creations. Other foodie and drink-worthy venues to consider include Zippy’s Burritos with frozen cocktails; and Tacos and More, featuring a row of cocktail-dispensing machines. Arrange to place your meeting attendees on one or more of the locally run food tours of Baton Rouge.

Tucson

Tucson is rich in heritage foods, with more “historic” food grown within 100 miles than any other city in North America, including black Sphinx dates, tepary beans and chiltepin peppers, to name just a few. Tucson is also home to Native Seeds/SEARCH, a 33-year-old non-profit seed bank and conservation organization dedicated to agrobiodiversity. Near downtown, Mission Garden is a living museum with four acres of dedicated Spanish Colonial, Tohono O’odham, Mexican and American food crops representing Tucson’s agricultural heritage, a great location for an offsite reception.

Many local caterers like to have fun with their corporate food events. “We have done a number of events where we focus on Southwestern flair and do a cooking lesson,” says Wendy Gauthier, the noted chef and owner of Tucson’s Chef Chic Personal Chef & Catering. “We had a group cooking lesson with the Young Leaders of Ratheon, where we had over 20 people come in, work in teams and make different dishes for them all to eat together at the end of the lessons. We made homemade tortillas, flan and other items. We have done events with themes like the ’80s for a group of around 100 people where we made homemade snowballs, from-scratch marshmallows and set up a s’mores station inside so they could roast their own. Some corporations have us make food for them that does not have a theme, just really great food from local Tucson suppliers.” C&IT

The differences among generations are common points of discussion. Whether it’s seniors confused by the priorities of grandchildren or supervisors baffled by the habits of their younger employees, there always seems to be some degree of generational divide.

In the current meeting space, this may be most apparent with the impact of millennials. As the influence of this group grows, planners are finding it necessary to meet new expectations.

After all, millennials now make up a sizable portion of the attendees at virtually any meeting. And while there is always danger in oversimplifying the characteristics of any one group, most millennials do share some traits that are causing planners to change old ways of doing things.

Of course this can be a two-way street. While planners may feel compelled to cater to the demands of younger attendees, the result can be meetings that are more rewarding for everyone.

“Millennials have a lot to offer and perspective is refreshing,” says Bob Schuster, national director of conferences and events for CMP Meeting Services in Ponte Vedra, Florida.

At the same time, combining insights from this group with the experience of others, such as baby boomers, can be especially productive.

“When millennials work with boomers, my experience is that it is a grand slam based upon cross pollination,” Schuster points out.

Perhaps nowhere is the influence of millennials being seen more than in the delivery of content and overall communication.

“They were brought up in the age of digital media, and they want content in more innovative ways,” says Nicole Marsh, CMP, DMCP, a partner with Imprint Group, a destination and events management firm with locations in Colorado and Florida. “Video is incredibly important in terms of how they want to digest information.” She notes that invitations and follow-up communication, not to mention program content, are best received and more often viewed in video formats.

“Programs became more educational and career-driven, as the bulk of the millennial generation is career-focused and moves from jobs with more frequency than the generation before them,” Marsh says.

She recalls a recent meeting where a client switched from classroom seating to a U-shape with lounge furniture so that all attendees could see each other and make the meeting more participatory.

Another client changed the goals and purposes of events to be more millennial-focused to increase attendance and engagement by that audience.

Sharable Moments

“We have found that they are looking for more experiential events rather than the same old seated dinners,” Marsh says. “Station-style F&B, destination-specific food and beverage that is interactive and local or has a story behind it are even more well received.” This means that event design should incorporate ways to include unique and “sharable” moments and opportunities for participants to talk about or share online.

“Many planners ask us for hot ideas on how they can continue to engage their millennial attendees,” says Sira Butler, director of 204 Events, a Los Angeles provider of meeting and event rentals. “Like most people, millennials don’t want to sit through long, boring meetings. They want to experience something new and that’s share-worthy on social media.” She has noticed that millennials respond favorably to the addition of engaging items to their meetings and events, whether that is virtual reality, a creative display or seating setup, or simply better lighting and sound systems.

Typically, millennials want to attend meetings and events that provide a share-worthy “wow” factor, Butler says. In support of that goal, her company recently rented sofa seating for 150 guests of Damminger Productions for a special Netflix corporate event. There they hosted a 10-hour binge-watching marathon of “Stranger Things” leading up to the new season’s premiere.

“This is an example of the company going above and beyond the normal theater screening to retain the attendance and attention of their millennial attendees,” Butler notes.

The “look” of an event is becoming an increasingly important factor, according to Butler.

“Because millennials are a part of the ‘visual age,’ meeting planners should definitely consider incorporating experiences that are cool enough to share on social media,” she says. Such experiences could range from providing interactive photo booths to incorporating over-the-top branded displays or visually stunning décor into event design.

Some argue that while the influence of this group is growing, it’s not entirely new.

Meeting Disrupters

“Millennials are disrupters to the way meetings have been planned for the past 10 to 15 years,” says Chuck Moses, director of sales and marketing at the Kimpton Hotel Van Zandt in Austin, Texas. “The goal of a successful meeting is still the same, but how they plan for it and search the venue has completely changed.” This may include crafting an RFP from a smart device. Or instead of a three-page proposal, they may prefer three compelling bullet points to capture their attention within the first 30 seconds.

At the Kimpton Hotel Van Zandt, quirky on-property meeting and boardroom options are offered with millennials in mind. Each of its 11 dedicated meeting spaces is integrated with state-of-the-art technology and dynamic audio-visual, including top-level Wi-Fi and internet speeds. Guests can add musical elements to any meeting with features including music-themed games and dedicated playlists, curated by a director of music, that can be customized for every occasion.

Catering to millennial preferences and expectations has become the standard, according to Philip Gamon, sales manager for the Hilton Atlanta.

“Millennials have changed the way business is thought of completely,” he says. “If you would have told someone 50 years ago that you can order groceries from a cellphone and have them delivered in an hour, they would have thought you were crazy. Millennials have created an unprecedented demand for convenience and saving time, and the same principal can be applied for corporate meetings.”

Gamon relates recent changes for a group that includes a substantial number of millennials.

“While they continue to book the same amount of rooms year over year, they began hosting general sessions at the Fox Theatre, an offsite historic institution in Atlanta, because they wanted to create an experiential, culturally significant meeting for attendees,” he notes. He says combining a traditional hotel setting with nontraditional venues makes planning meetings more dynamic and flexible.

Similarly, booking alternatives to the big box hotels may be seen favorably.

“They want a ridiculously unique experience for their attendees and business travelers where the standard is non-standard,” Moses says. “From the lobby to the meeting space and the guest room, all of it should have its own unique personality.”

The same goes for local attractions, according to Ally Brown, manager of specialty accounts at Naples Grande Beach Resort in Naples, Florida. “Local nightlife and restaurant options are a big draw,” she says. “Planners should consider independent or boutique hotels with nearby local attractions when picking a meeting location.”

Brown says the best way to spark a millennial’s interest in any conference is to ensure that they will get an experience that they’ve never had before.

“Instead of promoting a meeting space with a traditional classroom setting, capture their interest with unique outdoor or modern in-suite meeting space options,” she says. One-of-a-kind offerings are the ideal, with efforts to customize programs and presenting them as an exceptional, unparalleled experience most likely to appeal to this audience.

A recent group Brown worked with wanted a Las Vegas theme for their main gala event. Rather than suggest a layout in a typical ballroom setting, she and her staff turned the entire lobby of their hotel into a Las Vegas-style casino, complete with slot machines, a craps table and poker. And when another group wanted to execute a cruise ship theme, plans included turning a ballroom into a 3-D cruise ship, complete with projections, sounds and visual stimulation to give the overall effect of moving on the sea.

Focus on Technology

As important as any consideration is attention to technology.

“Millennials revolve around technology and social media,” Brown says. “They enjoy interacting in a group and value personal connections, typically preferring less formal networking opportunities.” She suggests including plenty of casual happy hour events that allow them to document their experience with photos and share them on social media.

She also advises using email marketing to attendees and social media advertising along with direct mailing.

“Millennials are always attached to their devices so it’s best to make sure that the conference website and registration is mobile friendly,” she says. “And speakers should fully engage with the audience versus simply presenting a topic.”

She tells of a recent conference where as the presenter spoke and went through slides, questions were posed to the audience who then responded using an app on their phone. The results were displayed instantaneously on the screen for all to see.

“This was by far the most engaging presentation that I have seen or been a part of in a while,” Brown says.

Technology planning also should include Wi-Fi accessibility.

“It’s a given that meeting attendees expect to quickly and easily connect to Wi-Fi,” says Lisé Puckorius, CEO at the OLC Education and Conference Center in Rosemont, Illinois. “Millennials have grown up with connectivity so a venue that doesn’t have it built in or has dead zones creates a negative perception.” Planning also should include checking connectivity strength outside the venue.

“Millennials don’t want to use up their data plan if they simply step outside for a breath of fresh air on a break,” she adds.

Even something as simple as power supplies can make a difference.

“No one, including millennials, wants to fight over outlets to power up,” Puckorius says. “Ask your venue how many and where power outlets are located so attendees have multiple options to keep their devices charged.”

Networking and Noshing

Factors from networking opportunities to food also merit careful thought.

“Millennials are all about networking,” Brown says. “Meeting new people definitely piques their interest.” To this end, unique breakout locations and small distinctive meeting areas should be considered as well as how food service is delivered.

“Millennials are accustomed to instant gratification at their fingertips,” she notes. “Believe it or not, this affects how they expect to be served at events as well.” She says planners may want to consider steering clear of passed hors d’ oeuvres and go for action stations so attendees can grab food as they please.

“Healthier food items and creative presentation of food and beverage is expected,” Puckorius says. “Cater to millennials’ diverse tastes, by offering vegan, gluten-free and allergy-free options that are clearly labeled.” She also notes it’s important not to forget to accommodate other dietary restrictions or preferences.

Meetings Redesigned

“Many meeting agendas prioritize delivery of messages and attendee learning,” says Brent Turner, S.V.P., solutions at Cramer, a Norwood, Massachusetts, agency whose services include meeting and event planning. “This means the resulting agenda ends up with attendees sitting passively in ballrooms for six-plus hours a day.” He advocates instead keeping in mind that millennials want to move, be self-directed and learn from peers.

“So we look at breaking up these traditional agendas,” Turner says. “We take a page from TED Talks and make presentations shorter. We repeat sessions multiple times so attendees can break and choose when they want to learn specific topics, and we create activities that drive peer-to-peer conversation.” The overall goal is to keep things moving while giving the attendees more ways to participate in the meeting experience.

Other measures might focus on changing the traditional scheduling of long sessions in a single ballroom with a single stage. For example, morning seating could be configured in traditional rows, with team discussions assigned in late morning with teams leaving the ballroom and finding space anywhere else in the venue. Then for post-lunch sessions, all seating could be removed so attendees can only stand at high-tops. Toward the end of the day, seating could be brought back and set up in fireside or round-table formats to drive peer-to-peer conversations.“

“Just changing the variety of seating — while prioritizing more spaces for group and peer engagement — will embrace many of the expectations of millennial attendees,” Turner says.

Keeping participants active seems to be a key. “Millennials want to contribute and be an active part in their learning at meetings,” Puckorius says. “No more talking heads and listening to lectures for them.” She notes that since millennials crave interaction, it pays to design meeting formats to include plenty of opportunities for interaction among attendees and speakers. Likewise, options for content delivery should take emerging preferences into account.

“With dwindling attention spans, embrace and respect different learning preferences and styles,” she says. “Quick, bite-sized content keeps learning retention and interest high.” Also desirable: a mix of in-person speakers, interactive discussions or live videostreams.

In fact, anything that promotes convenience is likely to be a winner.

“With car service, food delivery and just about anything else available with a few swipes or clicks, millennials are used to convenience,” Puckorius says. “And meeting location matters. Find a venue that is easily accessible from a major airport or transportation hub to make their travel to your meeting easier.”

Discussing such matters in advance is always a good approach, according to Moses. “I think having a shoulder-to-shoulder approach with millennials works best,” he says. “Whether you are a planner or a venue, it’s better to have a fully authentic, non ‘salesy’ delivery come across with complete alignment.”

Gamon focuses on the advantages offered by distinctive offerings. He advises when planning a meeting to ask yourself, would you rather have an experience or would you rather have a meeting?

“Experiences integrated with traditional meetings make millennials feel invested in the company and create a bond through memorable experiences,” he says. “When you make an experience out of your meeting, people remember what they did.” C&IT

Cloud Camp, one of the historic Broadmoor resort’s three Wilderness Experiences, is an exclusive, private getaway for executive retreats.

Architect Ludwig Mies van der Rohe, pioneer of minimalist design and architecture, did not have small meetings in mind when he famously proclaimed that less is more. But he could have.

Not every meeting requires a 5,000-sf ballroom or room block for 400. That gives organizers of small meetings and executive retreats something other planners can only dream of — an almost limitless supply of options in terms of hotels, venues and dates.

A small meeting can fit comfortably into a large hotel, of course, but can also be accommodated in boutique hotels, small conference centers, intimate resorts, ranches and spaces, such as private suites, condos and townhomes within some properties. That privacy can be just the ticket for many high-level executive meetings.

Up in the Clouds

The historic Broadmoor resort has long accommodated groups on its main property. But the addition of the Wilderness Experiences — a collection of three remote, rustic venues with history of their own — expands options for private, secure and spectacularly located meetings.

Cloud Camp, set 3,000 feet above the main hotel at the top of Cheyenne Mountain, is in all ways the pinnacle of the wilderness experience. Accessed via a six-mile winding road and one entry point, it’s supremely secure and private. And how you get there is an adventure in and of itself: Guests have the option to hike, ride a mule or go by Cadillac to arrive or depart the location. Up to 48 attendees can be accommodated in Cloud Camp’s 15 rustic but well-appointed one- and two-bedroom cabins and seven lodge rooms and suites, but 20 to 32 is a better number for a buyout, given the intimacy of the experience, communal dining (the main lodge’s massive communal table seats 32) and onsite activities. The Overlook, perched on the edge of the mountain, offers 1,500 sf of private event space in addition to space available in the majestic, art-filled 8,500-sf main lodge.

Though Cloud Camp is surrounded by Colorado’s dramatic, humbling mountain backcountry, it’s an all-inclusive experience, which comes with all the amenities, chef-driven cuisine and impeccable service for which The Broadmoor is known. No wonder it served as the ideal setting for Denver-based PCL Construction’s May 2017 executive retreat. The group of 20 bought out Cloud Camp, just as it has for several years.

Naomi Quispe, PCL’s manager, corporate communications, says, “Location, quality of lodging, friendly staff and, of course, budget” all influenced the decision to meet at Cloud Camp, about an hour and a half south of Denver. “Privacy was also important,” Quispe notes. “The resort was able to work with our budget and provide the privacy we needed.”

Due to Cloud Camp’s mountaintop location, guests arriving by car valet park at The Broadmoor and take provided transportation up to camp. Quispe calls the camp’s service phenomenal, saying nothing is overlooked.

“They took care of our luggage. They provided contact information for the onsite staff. If we needed something, they were on top of it. Everything worked just fine. The staff was great, the food was delicious.”

Quispe notes that the main lodge, built in the tradition of the great national park lodges, is huge, “So groups should be prepared to be overwhelmed with the beauty and history of it.” Among the highlights, she says, are Cloud Camp’s museum-quality artwork and décor items — most from the private collection of Broadmoor owner and Colorado philanthropist Philip Anschutz — and the compelling multi-century history of the place, which staff readily share with groups.

Nothing is much of a challenge at Cloud Camp, Quispe points out, because staff is so on-task. Even the fact that cabins are spread out across the property is only a minimal issue. “Some folks had a longer walk than others,” she says, “but staff offered golf-cart rides for those who wanted them.”

Because Cloud Camp’s location and other atypical elements make it unusual, Quispe encourages planners to do a site tour. “Make sure it’s the right fit and inform the hotel of your must-haves and like-to-haves.”

It has been exactly the right fit for PCL Construction. “Cloud Camp,” Quispe says, “allowed for all — even the planner, me — to relax.”

Down in the Keys

When Fiona Bailey, president of Fiona Bailey Events, was considering locations for the 2017 50-person corporate customer meeting of a European design firm, she chose Playa Largo Resort & Spa in Key Largo, Florida, an Autograph Collection hotel. The group met in October, well before the region’s high season begins.

“My client was looking for a venue that was not necessarily ‘well traveled to’ by most of the participants, and we felt the Florida Keys offered that. People generally have a positive image that the Keys represent white sand/turquoise waters and a laid-back resort atmosphere. What it lacks in golf it makes up for in big-game fishing, and there’s a great choice of other activities as well. We looked at Key West, Islamorada and Key Largo but settled on Key Largo due to its accessibility to Miami (a major air hub only about an hour away), its ability to offer a secluded environment that would keep our guests together onsite for as long as possible (as opposed to losing them to a local nightlife scene) and of course, beautiful Playa Largo Resort.

“What stood out about Playa Largo,” she continues, “was that it’s brand new, meaning even if people had been to the Keys, it was unlikely they had stayed at this resort. The hotel is beautiful with an immediate ‘wow’ factor as you walk into the lobby to see the hanging chairs and backdrop of the blue waters and picturesque swimming pool. It definitely has a luxurious atmosphere, which was important for the profile of our guests. It was also on the bay side of the Keys, which offers more protection and, of course, the chance of spectacular sunsets.

“Bedrooms are finely decorated with many wonderful touches, from the straw sun hat to the driftwood ‘do not disturb’ signs. Autograph hotels particularly try to capture the local color and décor styles, and this was evident. There’s state-of-the-art technology with iPad control systems, and the bathrooms are well designed with the most comfortable bathrobes ever experienced!”

Bailey also points to accommodation variety, e.g. suites and bungalows, “and, of course, the option to include the Beach House, which has three bedrooms, a private pool and fenced-off access for the ultimate in seclusion for private meetings as well as an excellent backdrop for our welcome reception/mixer. We were able to use special lighting and décor to transform the Beach House into the company’s corporate colors and have delicious food stations and entertainment.”

Bailey believes the appeal of the location helped encourage guests to accept the invitation. “We had 100 percent turnout,” she says.

Other than a small planning dinner at Skippers Dockside Restaurant, which Bailey says has “a great location, ambience and food,” all functions were on-property.

“We used onsite company Caribbean Watersports to provide two large catamarans for an afternoon sail on the bay. Guests could sail, kayak, standup paddleboard, parasail or snorkel from the boats. Onboard, we had drinks and snacks provided by the hotel, which were well received. The boat captains were entertaining and people really enjoyed a couple of hours’ relaxation.”

Bailey says the resort and area offer many more options, including scuba, big-game fishing and jet skiing, but the goal was relaxation, camaraderie and staying together on-property. One asset for that: “We offered guests access to two of the private poolside cabanas, which many took advantage of, and again, offered a perception of luxury and privacy.”

About resort staff, Bailey says, “Marnie was our main contact for all things to do with the program in the planning stages, and Magalie took care of our rooming list requirements excellently, considering we had a lot of extensions and advance arrivals. There was a great support team onsite, and it was never an issue trying to contact a department head to help move the program along.”

Bailey describes the meeting facilities as well laid out and flexible. The group also used the resort’s waterside restaurant, Sol by the Sea, for private group breakfasts, “a perfect start to the day.” Additionally, she notes, “Pearson Technology and Keys Audio helped provide AV and décor enhancements. The hotel’s complimentary Wi-Fi throughout was most appreciated. Catering was good throughout the event, and on the last night, the sun provided a magnificent sunset for our barefoot beach party.”

Bailey highly recommends the Beach House. “Although it costs a little more, it has three beautiful bedrooms that help offset costs, and it’s a good base for the planning team or sales staff to hold meetings privately or retire to later in the evening.”

Although fall is still hurricane season, the group did not experience any weather problems. “This year, for the first time in many years, the Florida Keys did suffer a direct hit,” Bailey says. “But the hotel, apart from minimal damage to vegetation, stood up to the high winds due to its modern design and more protected bayside location. Had rain been an issue, we felt we had solid backup plans to ensure a great experience.”

Bailey has no hesitation recommending the Florida Keys as a destination, but does offer one piece of advice. “Make sure you leave ample time for transportation as there’s only one road in and out of the Keys, and it has strictly enforced speed limits.”

Rest and Restoration

Charleston, South Carolina, offers history, sophistication, culture, diversity, excellent dining and shopping, and a wealth of engaging activities on and off the water. Its hotels, some historic, some modern, are varied enough to meet any group’s needs, and planners and attendees would be hard-pressed to find a more genuinely warm and welcoming community. The CVB staff goes above and beyond to help groups achieve their goals, and their tourism partners follow suit. The city practically defines Southern hospitality.

Connie Little, senior vice president, global accounts with Charleston-based Meeting Street Meetings, has worked with numerous small groups over the years, booking them in Charleston and beyond. Currently, she’s working with a legal firm on its fall 2018 Law Retreat with approximately 30 attendees.

“The location was decided on after researching several destinations with smaller (under 60 rooms), high-end hotels and resorts. The key factor became distance to an airport and room rates. Many destinations with the style of hotel this group likes were over an hour to a major airport. And rates were over the group’s budget. The Restoration, a historic Charleston property with every modern amenity, was able to work within our budget.

“The feel and history of The Restoration was a big factor, along with the availability of a multi-bedroom luxury suite. This group enjoys relaxing casually in a private space after dinner. The full kitchen allows them to enjoy this space with snacks and beverages throughout the day, and the suite includes access to the rooftop terrace.”

Little says The Restoration is not your typical hotel. “Grand suites, multiple buildings, great history, accommodating staff and amenities, such as custom breakfast baskets delivered to your door, set it apart. Its location off Wentworth (Street) is also a draw. It’s nicely tucked away but still in the pulse of downtown.”

Privacy is also easy here. “Being able to secure the three-bedroom luxury suite ensures space for the group to relax privately and offers overnight accommodations for three attendees. Additionally,” Little says, “multiple buildings and separate entrances and elevators provide a private feel, and the historic side separate from the newer buildings also creates a sense of privacy.”

Little, says Karen Winn, director of sales, stands out among hotel staff. “She’s eager to meet any request that makes sense for the hotel and group. You rarely hear the word ‘no,’ but rather, ‘let me see if I can make this work!’ She also recognizes the dynamic of her client, never selling or pushing something that doesn’t make sense.”

The only hiccup thus far in the planning process has related to spa treatments, but Winn had options. “Restoration offers few treatment rooms,” Little notes. “But when this obstacle was presented, Winn offered up a solution of using some suites as additional treatment rooms.”

Fall is a busy time in Charleston, especially over a weekend. If that’s the preferred meeting time, Little advises booking early.

Gone to Oregon

On the other side of the country, DG, an executive assistant for a Pacific-Northwest medical facility, helped plan a strategic planning retreat for 25 participants plus their 43 guests. It was held in September at The Allison Inn & Spa in Newberg, Oregon, nestled in among the vineyards of Willamette Valley, where the group also met in 2016.

“The Allison is a perfect destination for our group as it’s only two hours from our office. It’s easy to get to, and we feel like we are a long way away from the hustle and bustle of work. The area around The Allison is beautiful and peaceful, which makes for a relaxing stay. The quality of the lodgings is spectacular, and everyone who attends feels they are in a special place. Our board is composed of all volunteers, so we try to make them feel appreciated when we attend a conference or retreat, and they feel that way at The Allison.

While the group did not hold any functions off-property, DG says she and her husband visited the Cougar Crest tasting room in nearby Dundee, Oregon, in wine country. “The couple that runs the tasting room are delightful, the tasting prices were reasonable and the wine was delicious.”

Wine country functions are a popular option with groups at The Allison.

In terms of the hotel’s personnel, DG says, “The sales staff, particularly Nichole and Lori, are exceptionally professional and responsive — truly a joy to work with. If you are unsure what they can do or provide, just ask. They also make sure you’re always in the loop on what’s happening and what needs to be done. They make planning an event truly effortless.”

Although privacy was not a pressing issue for this group, DG says, “At no time did we hear anyone in the rooms next to us, which is something you seldom find.”

As for the meeting venues, DG says, “The AV worked perfectly throughout the retreat, and we knew Paul was standing by if we had any issues. We had 25 people in the meeting room, and everyone was able to use their computers, phones, etc. without issue.”

Although the meeting rooms are at the opposite end of the building from the hotel rooms, DG sees it as a positive. “It’s not a long walk. It’s nice to have them separate so you don’t have meeting-goers walking past your hotel room door at all hours.”

The catering was also a positive. “The food was delicious and plentiful. There are a nice number of menus to choose from for every meal and a wide variety of fresh, local foods included in the menus, so everyone can find foods they like and can eat.”

DG describes the décor as elegant but comfortable. “You know it’s nice but you don’t feel intimidated by your surroundings,” she adds.

There were no challenges with the destination or hotel, but the group did choose a busy weekend, meaning they weren’t sure they’d get enough rooms. Fortunately, DG notes, “It all worked out perfectly as the hotel contacted me as soon as a room would come available to ask me if I wanted to book it for our retreat. They stayed on top of what we needed, and we were able to book all the hotel rooms we needed.”

Her one recommendation for planners considering The Allison: “Give your attendees some time to explore and enjoy their surroundings when not in meetings. And take time to go wine tasting in the surrounding area.”

Meanwhile, Back at the Ranch

Ranches can be ideal for small meetings, and many have conference spaces to complement all their traditional outdoor activities. 320 Guest Ranch is just such a place, located 12 miles from Big Sky and 36 miles from the West Yellowstone entrance to Yellowstone National Park, making it ideal for Oboz Footwear’s 2017 sales meeting with approximately 50 attendees.

“Bozeman/Big Sky is an excellent place for a group like ours to meet because of all of the outdoor opportunities, a close international airport and our company is based in Bozeman,” says Steve Lowry, sales and marketing coordinator. “Quick access to the mountains is very important to a hiking footwear brand like ours. We chose the 320 Ranch because of the ability to have an all-inclusive resort for our sales meeting attendees within a relatively short drive from the airport while still feeling remote.” Facilities, including the ranch’s separate conference center, and the overall layout presented no issues. “The AV equipment is adequate, the catering is excellent with many locally sourced ingredients, and the décor is what you would expect at a Montana ranch resort,” Lowry says. “And though the resort grounds are expansive, if you pay attention when booking you can eliminate long distances from guest rooms to meeting rooms.”

Transportation can be a small challenge. “Rental vans and a solid schedule/plan allowed us to round up everyone at the airport and shuttle them to the ranch,” Lowry says, adding that it’s a good idea to have rental vans at the ranch. “That allows attendees to explore the surrounding area — Big Sky, Yellowstone, Bozeman — during breaks. Once at the ranch, you can feel a bit isolated without that option, though I’m sure the ranch would be glad to arrange rides.

“In fact,” he says, “flexibility of the staff was a big stand out. When our morning schedule ran long, the staff was able to quickly move our lunch into the conference center. And when any of our attendees had special requests, the staff was responsive and happy to accommodate.”

Oh! Palm Beach!

The oceanfront Eau Palm Beach Resort & Spa in Manalapan on the island of Palm Beach, Florida, is an upscale and sophisticated retreat for both small and large meeting groups. The resort, which has received the Mobil Five Star Award for the past two years, boasts a 42,000-sf spa that has received the Mobil Five Star designation for three years running. The resort encompasses 309 guest rooms and suites in three towers and a total of 30,000 sf of indoor and outdoor meeting and event spaces.

Unique spaces for small groups include Stir terrace, which faces the Atlantic Ocean and features a fire pit with seating nearby; Breeze Ocean Kitchen, an oceanfront restaurant that also can be used for private receptions and dinners; and the Self-Centered Garden at Eau Spa, a lovely outdoor space ideal for receptions.

Eau Palm Beach has a dedicated sales manager assigned to small meeting groups, promising to deliver VIP treatment.

This is but a tiny sampling of venues that perfectly accommodate small meetings. By embracing Mies Van der Rohe’s philosophy, planners of intimate meetings and retreats open themselves up to options that larger groups could never consider and time periods during which many hotels could not accept large groups. Less is indeed more. C&IT

Planners are gradually adopting a growing variety of event technologies, but are a long way from reaping the full benefits. As a result, experts say, they are missing out on ways to increase planning efficiency and improve the attendee experience.

According to a survey by Meeting Professionals International (MPI), more than 60 percent of planners agree that technology makes event management easier, but 92 percent say they aren’t leveraging the technology.

Planners fail to get the most out of technology in part because of their anxiety about it. According to a study by etouches, a provider of cloud management software and sourcing solutions, nearly half of planners believe technology is a “pain point.”

Fifty-six percent of planners are most worried about choosing the right content, while 51 percent are anxious about managing registration. Forty-four percent have the most angst about using technology to communicate with attendees onsite.

Get Over It

Experts say that planners must get past their apprehensions.

“Technology is impacting what we do in our industry,” says James Spellos, CMP, president of Meeting U and expert and lecturer on event technology. “But sometimes we make the mistake of thinking only about the technology that’s designed for our industry. We have to break that bubble and understand that this conversation really has nothing to do with technology itself. But it has to do with your creativity and how creative you can be in using these tools.”

But first, planners must get past their “pain points,” which stem from the following, according to the etouches study:

• Planners have negative experiences with technology and can’t or don’t want to keep up with the rapid advances.
• They fear new technology won’t work and are turned off by its incompatibility with other platforms.
• They lack the time to learn new technologies.
• Many planners lack the budgets for emerging, cutting-edge technologies.

Slow Adoption

It’s no wonder that planners are notoriously slow adopters of technology. But that may change eventually, experts say. After all, there was a time when planners only sporadically used basic social media such as Facebook, Twitter, Instagram and LinkedIn. Though many planners now commonly use social media to engage attendees and market events, there are still those who don’t. “Social media is a bandwagon that we need to have already been on,” says Spellos. “We really shouldn’t be having that conversation now, yet we need to because we still have people who are hesitant, resisting and not comfortable.”

Planners shouldn’t adopt a new technology just because it’s new. The benefits differ depending upon on the size and type of meeting, the attendees, goals and other factors.

Experts advise planners to choose a technology by asking questions such as the following:

• How does the technology help achieve meeting goals, engage attendees and increase learning?
• Can it increase planning efficiency, save time and money, and improve the attendee experience?
• Would it help manage onsite logistics, data and registration?
• Here are some of the key established and emerging technologies that can help planners now and in the future.

Get Appy

Adoption of apps among planners is growing, largely because everyone uses a smartphone. One day, planners may be able to plan an entire meeting using mobile devices and apps. Apps are available for nearly every pre-meeting, onsite and post-meeting task.

Before meetings, apps allow planners to track and schedule tasks; reserve rooms and make restaurant reservations; submit RFPs; select properties and venues; and market meetings and conventions. Apps also allow attendees to search for parking, avoid delays such as road closings and reserve parking in advance.

During meetings, apps can register attendees and allow them to network; provide real-time program updates; and offer teambuilding activities. Apps can track attendee engagement, including the number of participants who attend meetings, sessions, activities and exhibitor booths.

Post-meeting, planners can use apps to survey attendees and create and analyze results.

Generate Information

Technology can be used during the entire planning process to generate a wealth of information about attendees.  “It can help planners decide where to bring the next event, what sessions and topics were popular, what components of a meeting have to be changed, what are the most popular exhibits and attendance patterns. That’s critical information but planners are leaving it on the table,” says Spellos.

Apps are a primary way that planners can take advantage of omnipresent mobile phones. “Mobile is the name of the game today,” says Anthony Paola, CMP, managing director, Travel Leaders Group, a Plymouth, Minnesota-based corporate strategic meetings management company. “It is important that any technology meeting planners and attendees use is mobile-friendly. For any offsite event, both attendees and planners are mostly on their smartphones, not their laptops. If corporate meeting technology can’t work with that, then its help will be quite limited.”

Some planners aren’t leaving it on the table.

Kelly Elliott, creative manager of Shaumburg, Illinois-based Total Event Resources, is using apps for several real-time purposes. “They are an essential component of nearly every event we produce,” says Elliott. “We use them to communicate information before, during and after events. We use them to engage audiences, foster collaborative learning and networking, generate lead retrieval and monitor continuing education requirements.”

Apps allow the collection of data and metrics that previously would not have been possible, and that enables the design of more impactful and memorable experiences.

Elliott cites an example. “We are currently working with a new corporate client to innovate and evolve their annual convention,” says Elliott. “Past survey results demonstrate that the majority of attendees want to be involved in the program more as active participants and less as passive observers. We are engaging the attendees prior to the event via a mobile app to gather information that will allow us to make adjustments during the planning phase that will lead to more customized experience.”

During the event, Elliott will use technology during sessions via live polling, audience Q&A and competitive gamification that will involve attendees as content contributors.

Software Tools

The rapidly growing number of event software tools generally focus on the planning basics. Some tools are aimed squarely at professional planners and those who may fill the role but have other work titles.

Travel Leaders Group recently introduced such a tool called the Simple Meetings Optimizer. According to Paola, “Not everyone who plans meetings is a meeting planner. A small business might not be able to invest in a full-time planner, and even at a large company, meeting planners might work on only the largest events. This leaves non-specialists to handle the more simple meetings. But simple can be a bit of a misnomer. These events still require smooth execution and a good experience for attendees.”

The tool has a mobile website that doubles as an app and allows users to reserve hotel rooms; arrange transportation and food and beverage; send out schedules; and track attendance. Users also can track spending to keep meetings within budget.

Software providers also are trying to develop integrated software systems that handle planning functions from beginning to end. However, progress is proceeding gradually because meetings, incentive programs and trade shows each have different needs.

That’s why some providers offer access to a suite of non-integrated systems that fulfill a variety of needs. Lanyon’s Active Network, for example, includes the following separate, non-integrated products: Starcite (sourcing and strategic meetings management software); RegOnline (attendee management); and Passkey (room block management). Cvent’s offerings include Crowdcompass (mobile event app); OnArrival (check-ins); and Elite Meetings/Speed RFP.

Livestreaming

Social media services such as Periscope, Facebook Live, Facebook Instant Video, Instagram and Snapchat are constantly upgrading their livestreaming capabilities, and more properties are offering the bandwidth to support its use during meetings and events.

Planners believe that technologies such as livestreaming, which allows remote participation in meetings, breakouts, keynotes, general sessions, seminars, networking and most other activities, won’t lessen the importance of onsite meetings or threaten attendance. To the contrary, the technology helps to augment, not replace, in-person meetings because it provides another option for attendees and can generate interest in attending the in-person experience.

According to Elliott, “There was a fear that technology would replace human elements in live events. We have seen the exact opposite happen. Technology is bringing audiences together more than isolating them. It enhances live events and provides clients and planners with tangible metrics that are invaluable in determining the ROI and success of an event.”

Virtual Reality

Virtually reality (VR) and augmented reality (AR) are the future of meetings, experts predict. “We are seeing a rise in AR and VR use in events,” says Elliott. “As the hardware and content become more cost-effective, we predict these will be a ‘must have’ and not a ‘nice to have’ for many of the events we produce.”

In addition, says Elliott, “AR and VR augment the aspects of a live experience by allowing attendees to engage in something that may not otherwise be possible because of cost or geographical constraints. It leads to a sharable, memorable experience that has a direct impact on ROI.”

VR promises to revolutionize hotel and venue selection by offering three-dimensional walkthroughs and experiences of options such as décor, lighting and seating arrangements. Best Western Hotels & Resorts, Starwood, Marriott and Shangri-La Hotels are among the many that offer VR.

Brandt Krueger, owner of Richfield, Minnesota-based Event Technology Consulting, asks planners to imagine the following:

“You walk into an empty ballroom on a site visit, put on AR glasses, and instantly have every configuration of chairs and tables overlaid,” says Krueger. “You could walk through and see if crescent rounds might make the room too tight or use theater-style seating. Technical directors could walk into a room and instantly measure ceiling heights and see every electrical outlet highlighted for convenience.”

Exhibitors and destinations will increasingly use VR to market their services and products.

Spellos offers examples: “The British Columbia Tourism Board put out their second version of its VR film ‘The Wild Within’ to promote tourism in its area,” says Spellos. “The Las Vegas Convention and Visitors Authority (LVCVA) is using its Virtual Reality Companion app to showcase attractions. Suppliers and exhibitors are using it to showcase their products, services and exhibit space. They can send out portable cardboard VR viewers.”

Augmented Reality

Augmented reality (AR) will become more popular as technology improves its compatibility with hand-held devices. “AR will become a huge part of how we do business because we will be able to bring it right to the person’s mobile device,” says Spellos. “That engagement level that we know is so crucial becomes an even more important part of the (AR) experience.”

Spellos offers an example of how planners will be able to use AR. “People never decide which breakouts they want to attend until they get there, and you have cardboard signage with the speaker’s picture and information,” says Spellos. “What if you put your phone up to the sign and up pops a 30-second video of the speaker and the subject of the session?” That’s possible to do now, Spellos adds.

Krueger cites another example of AR use at a conference with 2,000 attendees at the Gaylord Opryland.

“The keynote’s presentations were combined with animation and video to utilize the entire canvas of displays, and the latest in digital media servers was used to keep all the video and presentations in-sync,” says Krueger. “The client also presented a live demo of Microsoft Hololens (a VR technology), which we successfully patched into the video system, allowing the audience to see what the user was seeing.”

Wearables

Events are gradually adopting wearables such as technologically enabled registration badges that allow attendees to avoid long waits in check-in lines for sessions and exhibitions. Beacons located in meeting rooms and exhibition floors scan the wearable devices and immediately register attendees.

Wearables, when synched with an app, can record a range of meeting data. The devices track attendance at meetings, exhibits, sessions and breakouts, allowing planners to gauge the success of events in real time. The devices also can track attendee satisfaction levels, attendee traffic flow and the most popular topics discussed.

Wearables also make networking easier. Attendees can exchange information confidentially and decide what information to share about themselves. People can swap information anonymously simply by pressing their badges.

The wearable technology Loopd, an etouches platform, connects wearable smart badges with an app and an analytics function in the cloud.

Loopd can track attendee movements onsite, allowing planners to determine which functions, seminars and exhibitions are the most popular. Loopd also tracks the vendors that attendees meet, and encourages networking by suggesting others who may have similar professional interests and reasons for attending.

Educate, Educate

Adoption can improve only if planners educate themselves about technology by reading, networking with peers and asking questions of experts.

According to the MPI study, planners wish they had more training in most areas of technology, including mobile apps, registrations, livestreaming, social media, audience response systems, websites and survey platforms. Those who do will be most successful at driving attendance through improved onsite event experiences.

As Spellos emphasizes, planners must actively explore uses for meeting technology or get left behind. “You can’t wait,” says Spellos. “By the time you bring it to a committee and have them talk about it, four new things have already been developed.” C&IT

JW Marriott San Antonio Hill Country Resort & Spa was the site of Experian Information Solutions’ Sales Summit with 800 attendees who enjoyed Texas-style hospitality on the event lawn. Credit: Kellie Medivitz

Texas is big. Texas is bold. Texas is beautiful. It’s this trio of attractions and more that make the Lone Star state a magnet for meetings. This bigger-than-life destination offers an impressive range of options tailor-made for corporate meeting planners seeking a Southwestern flair.

Recent years are akin to a sonic boom for Houston, beginning with the December 2016 unveiling of the $175 million Avenida Houston (the pedestrian-oriented campus that connects visitors to the George R. Brown Convention Center, Minute Maid Park, Toyota Center, BBVA Compass Stadium and Discovery Green) and having continued with around-the-globe attention focused on 2017’s Super Bowl LI. The city is also home to MSN’s named Best Hotel in Texas — Hilton Americas-Houston, a AAA Four Diamond-rated property with 1,200 guest rooms and 91,500 sf of flexible meeting space over three levels. All contributed to the city booking a record number of room nights in 2016 tied to future conventions for the second year straight. “The world is waking up to a new Houston,” says Mike Waterman, president of Visit Houston. Having already made significant progress in its recovery from this summer’s devastating hurricane and bringing home a World Series win for the first time ever in the fall, Houston best embodies the state’s “can do” spirit — with a future that is positive.

High-Energy Houston

Maddy Bilder, creative department manager with Encore Live — a self-described one-stop shop for planning, managing and executing corporate and private events from start to finish — selected Texas for BEDTalks, Mattress Firm’s annual national leadership conference. A high-energy event that combines a week of celebration, education and service for approximately 1,200 attendees, the 2017 BEDTalks was held at the 1,000-room Marriott Marquis Houston.

What factors led Bilder and Mattress Firm to this property? Encore Live’s event specialist cites several components necessary to pull off an event of this magnitude — big ballrooms (including Houston’s largest at 40,000 sf), ample space for breakout sessions (100,000 sf of meeting/event space), branding opportunities, competitive food and beverage choices, good hotel rates, nearby city attractions and loading dock accessibility. Bilder elaborates: “The Marriott Marquis met all of our needs and offered a uniquely designed meeting place that embodied Houston’s charm — providing stunning views of local artwork and the world’s only Texas-shaped lazy river. It was the perfect location for our Houston-inspired BEDTalks.”

The meeting’s objective is to promote a strong and positive relationship between Mattress Firm and its employees — giving attendees renewed inspiration, rejuvenation and a commitment to take the company’s mission home to their local districts and stores. As BEDTalks is not a typical corporate conference, achieving these goals in the span of three days is accomplished in a multi-prong approach and with the incorporation of several offsite events.

The week kicked off with Art in the Park at Discovery Green and included a variety of local food trucks, well-known Houston artists (The Suffers, a Gulf Coast soul band and Houston graffiti artist GONZO247), custom art installations and outdoor games. With the goal to motivate through topics — from industry trends to personal stories — this year’s keynote speakers included Apple cofounder Steve Wozniak, former Southwest Airlines CMO Dave Ridley and Pastor Dan Hall (whose ongoing rehabilitation from a recent injury is exceptionally inspirational).

Guests were transported to the Hobby Center for the Performing Arts for the formal awards gala, with the after-awards ceremony celebration back in the hotel at “Studio 8” nightclub (a custom-created entertainment venue for the evening).

Day three was about giving back to the Houston community and raising funds for the company’s charitable foundation, Foster Kids. Attendees were bused to Mattress Firm’s BEDQuarters where they participated in a Foster Fitness Fair, which included a fitness duffle bag assembly, an obstacle course, a fun-run and the introduction to Houston Texans’ renowned defensive end, J.J. Watt.

Of all the events, however, Bilder deems the closing night’s Gulf Coast Pool Party the one which most engaged the guests. “It truly reflected Houston’s personality. The view from the pool deck is breathtaking and overlooks Discovery Green, the George R. Brown Convention Center and the skyline. It was an effortless evening with backyard games, pool floats, jazz music, a crawfish boil and Gulf Coast-inspired buffets. Guests felt like we were paying tribute to the city and a wonderful week at BEDTalks.”

Bilder’s bottom line: “BEDTalks is one of the events that attendees look forward to year long, and they respond very well to the activities and stories that are shared with them year after year. 2017 was no different. If anything, guest excitement and reactions were amplified because Mattress Firm was founded in Houston 30 years ago, so the pride for the city and for Mattress Firm was intensified.”

In agreement with Bilder and Mattress Firm, Kara MacDonald, director of marketing operations for HCSS (an industry pioneer and leader in construction company software), also selected Marriott Marquis Houston — in no small part due to its large size.

“We selected this property because it gives us the ability to really grow our event, but keep it in one venue as long as possible,” says the planner of its two upcoming January and February 2018 Users Group Meetings (an expected combined attendance of approximately 1,500). “The past few years we had to spread our meals, breakouts and hotel rooms across multiple (Houston) hotels.” A first-timer to Marriott Marquis Houston, MacDonald is committed to this property through 2022 and adds: “We will be able to keep it all in one location for the next several years.”

Advice the planner would give others considering this property: “Explain fully any challenges you have had in the past and be open to new ideas.” She cites this example: HCSS’s meetings require significant pre-event AV setup, and over the years attendees have questioned the Wednesday through Saturday timing. Marriott’s suggestion was to shift the days to Monday through Thursday, allowing the group time for AV setup on Sunday (a typically slower day for the hotel) and making it possible for attendees to return home Thursday night, enabling a visit to the office on Friday.

With the main objective of the meetings to educate HCSS’s customers on the software, significant time is devoted to breakout sessions (155 sessions in January; 195 sessions in February). “Since this is the bulk of the schedule, we spend months planning course tracks, content and making final preparations (room setup, AV required, etc.) for the sessions,” says MacDonald. She likens the process to an analogy: “The rest of the event I consider to be decorations on the cake…people might think it looks beautiful, but if it doesn’t taste good, time is wasted decorating it.”

The icing on the cake: “Most of our attendees come from the Midwest and the Northwest, so they love Houston’s weather, even from late January to mid-February,” concludes the planner.

Au Courant Austin

Moving to the heart of the state is its capital, Austin, the center of government and the home base of The University of Texas. Additionally revered as the “Live Music Capital of the World” (host to more than 250 live music venues) and named “The Next Great Food Town” by Travel + Leisure, it is becoming a significant player in the meetings arena.

Sitting on the UT campus the recently renovated 297-room AT&T Executive Education and Conference Center features  50,000 sf in 37 different meeting spaces. The property will be further enhanced with its expansion in the works — a 15,000-sf ballroom, 5,000 sf of prefunction space and a 5,500-sf banquet kitchen (slated for completion in January 2018).

Scheduled to open in early 2018 is the $370 million Fairmont Austin, which will connect to the Austin Convention Center via an elevated bridge called the Red River Street Canopy Walk. The hotel will offer 1,048 guest rooms (including 131 luxury rooms on four private floors); 138,815 sf of state-of-the-art meeting, convention and outdoor space, and birds-eye views of Lady Bird Lake, the Capitol and the cityscape.

The latest trend in the meetings industry is embraced by Hilton Austin with its top-of-the-line onsite dining options conceived with attendees in mind. Its newest eateries include Cannon+Belle, which serves up Tex fresh fare and local spirits; Austin Taco Project, known for fusion tacos and custom cocktails — it’s described as “the endless pursuit of the world’s perfect tap and tacos”— and The Reverbery, an events venue designed to replicate Austin’s recording studio vibe. At 31 stories, additional meeting planner perks include 801 newly renovated guest rooms, 80,000 sf of flexible meeting space and an adjacent-to-the-convention-center location.

Hyatt Regency Austin is fine-tuning its $70 million renovation with the redecoration of its welcoming lobby and the refreshing of its meeting spaces. The renovation began in 2014 with the addition of the 14,136-sf Zilker Ballroom and 2,700-sf open-air Zilker Terrace (putting the hotel in the league with the city’s largest meeting venues) and continued in 2015 with the full renovation of all 448 guest rooms showcasing a music-inspired décor that is reflective of Austin’s melodious roots.

New on the scene last year was the luxury 171-room Archer Hotel Austin located in Domain Northside (an upscale 300-acre mixed-use north Austin destination/development). The boutique hotel describes its Texas chic décor in fashion-attire terms: “Think designer dress worn with the perfect cowboy boots.” Among its rustic luxe touches are wall coverings comprised of reclaimed leather belts, leather trunks in many guest rooms (most of which have floor-to-ceiling windows) and a native Texas limestone grand staircase with floating glass handrails. Of particular appeal to planners is more than 16,500 sf of indoor/outdoor event space and a 100 percent smoke-free environment.

Showcasing its typically one-step-ahead-of-the-game mentality, Visit Austin recently launched a new digital meeting planning tool that provides information on the city’s meeting facilities, accommodations, convention services, etc., in a format created after researching those of most value to planners.

Austin’s corporate commitment captured the attention of Lisa Frodge — senior administrative assistant, global accounts sales, Dell account, Intel — when selecting Archer Hotel Austin for the 2017 Intel/Dell Worldwide Team F2F meeting of 90 people.

“We chose this property primarily due to JaiSauna Thompson, director of group sales, Archer Hotel Austin. Someone mentioned the hotel and we stopped by to view the property. JaiSauna gave us a personal tour, showing the meeting rooms, conference rooms and individual hotel rooms. We were won over not just by the beautiful, unique space, but by JaiSauna’s hospitality, as well as that of the rest of the staff.” She continues to name names. “Aaron Wagner was wonderful with the AV setup and always a text away from any issues.”

The meeting objective is to get the worldwide team together to network and share ideas. The Archer setup provided the perfect setting — with the terrace off the conference area serving as a prime impromptu meeting area that encouraged significant teambuilding.

Frodge cites the hotel’s Texas-inspired F&B a real hit, from the “Lone Star State of Mind” breakfast (featuring jalapeno cornbread with honey butter) to a lunch of Texas chili; but also gives kudos to the Domain Northside’s many eateries visited the first night (Culinary Dropout, NoRTH, CRÚ, Maggiano’s and Gloria’s Latin Cuisine). However, its most popular event with attendees began with drinks and heavy appetizers at downtown’s Easy Tiger, followed by a visit to Cedar Street Courtyard to see the Spazmatics, described as the “ultimate new wave ‘80s show.”

Planning to return in May 2018 — same time, same place — Frodge summates: “It worked perfectly! Employees were very impressed. Management was happy that it was reasonably priced and employees assumed we were paying too much.”

Success in San Antonio

A bit farther south is San Antonio, named in 2016 as the state’s No. 1 choice for meetings and conventions, and known for its meandering River Walk, Mexican flair and the famed Alamo. Only steps from these historic enticements is Hotel Contessa. Noted as the only AAA Four Diamond all-suite hotel situated on the River Walk, it recently announced a partnership with The Briscoe Western Art Museum, which gives groups the flexibility to take advantage of the hotel-to-museum proximity and combine their one-of-a-kind offerings and meeting space.

Located in San Antonio’s famed surrounding hills is the JW Marriott San Antonio Hill Country Resort & Spa, the brand’s largest in the world. Serving up more than 265,000 sf of customizable convention, meeting and event space, one of the hotel’s most unique venues is located at its center — a 30,000-sf lawn enhanced by limestone waterfalls and fireplaces, along with surround-sound-like views of the environs and the first hole of its AT&T Canyons Course.

Responsible for the core events of Experian Information Solutions Inc. — the Vision Conference, Sales Summit and Elite Award Trip (incentive trip) — Melanie Haywood, senior manager corporate events, selected JW Marriott San Antonio Hill Country Resort & Spa for the company’s April Sales Summit of approximately 800 attendees for a variety of reasons.

“Texas is always an ideal location since it is a central destination in the U.S. This property offers an upscale resort feel with large meeting space custom-made for big conferences; but it also offers the feeling of exclusivity, unlike many convention-sized hotels.

Details are an important component of Haywood’s decision: a large and flexible main ballroom with great ceiling height, impeccable grounds and numerous outdoor options large enough for evening parties. However, of greatest importance to this planner is the availability of work space located next to the registration desk. Haywood explains: “I always struggle to find hotels with office space large enough to accommodate my team and all of our boxes comfortably — which is also in a location that makes it easy to manage the conference floor throughout our long days.”

With the theme “Make it Happen,” content of this internal sales conference focuses on four pillars: educate, celebrate, collaborate and inspire. Survey results indicate that its objectives to motivate and educate the salesforce, as well as provide them with the necessary training and tools to achieve the coming year’s revenue goals, were met. Results specific to the hotel received high remarks: Attendees appreciated the variety of hotel restaurants/bars, the quality of overall service and the attributes of guest rooms. With respect to rating the meeting facilities and technology, Haywood’s score for JW Marriott San Antonio: “A++ — some of the best in the industry!”

The best part is that though the hotel is a bit removed from the downtown action (though easily accessed by taxi), the property has a resort feel. It also kept the attendees engaged and enabled them to focus on the content versus possible distractions. In the end, with the resort ambience, as well as the hotel’s multiple food outlets, attendees did not miss the city vibe.

One particularly memorable night was the networking dinner event on the hotel’s lawn. “We opted for a Texas feel with Southern-style food, regional décor and such fun elements as a photo booth in an Airstream trailer, ice-carved beer mugs and lawn games. The attendees loved being outside, enjoyed the casual environment and the lawn setting was perfect,” says the planner.

Final result: Though Experian Information Solutions Inc. does not return to the same destination year after year, it is bringing its Vision Conference to JW Marriott San Antonio in 2019.

With a pride that is exceeded only by its homespun amenities and genuine hospitality, Texas is becoming a top destination in the world of meetings. C&IT

Meetings often provide the best opportunity for companies to demonstrate their dedication to corporate social responsibility, whether through group community service programs, sustainability initiatives or both. And among attendees, the popularity of participating in “giving back” programs is growing as socially conscious millennials begin to dominate the workforce.

“CSR is an important component for meeting planners to address as they plan their own meetings and events,” says Matthew Marcial, CAE, CMP, vice president, education and events for Meeting Professionals International. “Corporations and other organizations face increased scrutiny for their impact to the environment and local communities. Having a thoughtful CSR strategy is one way for a company to address these concerns.”

He notes that CSR encompasses several factors including environmental sustainability, community giving, food waste and more. The range of possibilities offers planners a variety of ways make an impact with a CSR strategy, even if that means beginning with small steps.

At MPI’s annual World Education Congress, the host committee has a dedicated subcommittee that assists staff in identifying a CSR project for the event, as well as any other opportunities to engage and educate attendees about how they can incorporate CSR initiatives within their own events. Past projects have included hands-on opportunities to give back to the local community, as well as offsite community volunteer activities.

“Corporate social responsibility ranges from giving back to your community to protecting the environment,” says Raven Catlin, CEO and lead trainer for Raven Global Training in the Washington, DC, metro area. “Failure to demonstrate this responsibility may be detrimental to the enterprise’s reputation, particularly in today’s social media-driven society.”

“It’s important to me to work for a company that supports CSR activities,” says Lauren E. Richardson, CMP, meeting manager for Medtronic, a medical technology and services provider with offices in Santa Rosa, California. “I also want to work with other companies and vendors that support CSR activities and foster a giving culture.” She notes that at a recent convention in Paris, her company raised more than $10,000 for SAMS (Syrian American Medical Society). She is now starting a project to collect needed amenities at programs for Syrian refugee camps.

“I also partner with vendors who have food donation programs or green practices like a linen reuse program,” she says.

Such efforts are not unusual. In fact, social responsibility seems to be generating ever-increasing interest on the part of both meeting planners and event attendees.

Upsurge in Popularity

“There has been an upsurge in popularity regarding CSR events,” says Ryan Shortill, founder of Positive Adventures, a San Diego firm specializing in teambuilding, company retreats and organization development. “Many employees, especially the younger ones, want to know how the company they work for is making a difference.” He notes that altruism is strong within the millennial population, and if companies are not considering this, they are missing a chance to keep staff long-term and avoid costly turnover.

“Meeting planners have to consider this as an integral component of the time spent together,” he says. “Planning a golf offsite is no longer going to cut it.” He notes that today’s employees want hands-on experiences and to know they work for someone who cares for the community.

Planning Challenges

Certainly, meeting such expectations can bring challenges.

“There are many legs to a corporate social responsibility program,” says Jody Hall, CMP, manager, corporate events and volunteerism for WellCare Health Plans in Tampa, Florida. “CSR is important but how to integrate the level and focus depends on the objectives of the meeting, the audience, the company and its culture. There are many ways to incorporate facets of a CSR program into a corporate meeting or event, and we have done so many times.”

Hall’s company makes it a practice to incorporate a community give-back element as part of its annual conference.

“With a packed agenda and limited space, we often have to get creative,” she says. At one conference, a local non-profit had its troupe with developmental disabilities perform a musical revue during dinner. At another, a professional artist auctioned artwork painted at the event as a fundraiser for an upcoming awareness walk. Other activities have included splitting attendees into teams to build bikes for autistic children and wheelchairs for those in need.

“It takes additional coordination, budget and often space, but is worth it for the experience of the attendees, the performers, the recipients of the items and the non-profit organization that benefits from additional awareness,” Hall says.

Although on the surface everyone may seem to be supportive of CSR, choosing topics and activities can be problematic. But while some topics can be controversial, others may represent beliefs embraced by virtually everyone.

“Reducing waste and incorporating green practices into meetings is pretty standard in today’s world as it is not only good for the environment, but also offers proven cost savings,” Richardson says.

In incorporating CSR into meetings, Hall advises pausing to identify the most critical elements. The focus could be on using sustainable products or ensuring that leftover, unserved food can be donated locally. Or it might mean engaging the attendees in a meaningful volunteer opportunity, such as a simple collection drive for a non-profit in need.

“If this is a new element to your meeting, maybe pick one thing to focus on,” she says. “If you are partnering with a non-profit, be sure you have vetted them and ensure their cause aligns with your company’s mission and values.”

She says it’s also important to understand just what partners really need.

“There is no point in building 50 bikes for children if the non-profit has no place to store them,” she says. “You want to create a memorable and meaningful experience for the attendee as well as bring awareness and provide benefit to the non-profit.”

Aligning With the Company Mission

A major point to consider is whether the subject of a CSR program aligns with the meeting or hosting company’s mission, according to Brian Doyle, vice president, client solutions for Pacific Consulting Group, a customer research and consulting firm in Redwood City, California. If a food company is hosting the meeting, a likely topic might revolve around feeding hungry people. If the meeting subject is about housing, then a fitting activity might be partnering with Habitat for Humanity.

“When the CSR subject is different from the host, like if the host builds computers and everyone is asked to volunteer at an animal shelter, it can feel disingenuous,” he says. “Instead, that computer company should be refurbishing computers for local schools.”

Another reality is the effort required for a CSR event and whether it is the best use of time that may be limited. That was the discussion when Doyle, at that time with a different employer, was planning a national meeting for sales personnel.

“Our conversation was around whether we should use two or three hours building meals for the hungry or using the time to better teach our sales people techniques to sell our product, more product knowledge or provide them greater context from our leadership team,” he says. Ultimately, the decision was that CSR event’s resulting energy and motivation was a better use of time and more important, that 20,000 meals for hungry people would be created.

“It worked out to be the right decision and we did it the following year as well,” Doyle says.

Other Considerations

Hall notes that incorporating some elements may cost more than expected. “Do your research, and find partner organizations if the undertaking is huge,” she says. “Don’t force it — it will be disingenuous.”

Participants’ physical abilities also need to be considered when planning a CSR event, Doyle says. “For instance, Habitat for Humanity is very physical and requires strength and an able body,” he says. “If your audience is older or disabled, it’s not a very good choice. Since events often bring people from all walks of life, it’s important to have CSR activities where people can sit down, the temperature is controlled and so forth.”

Rochelle Karr, director of corporate social responsibility and alumni relations at international law firm O’Melveny & Myers LLP, says that CSR efforts need not be elaborate.

“Think local,” she says. “Incorporating CSR into your meeting or convention doesn’t need to be something grand. Impactful can be small.”

At one of her firm’s partner retreats, attendees planted a community garden in New Orleans. At an event in Las Vegas, they paired with band students from a local high school in a karaoke contest before surprising the young musicians with new instruments.

Amanda Ponzar, chief marketing officer for Community Health Charities in Alexandria, Virginia, says that corporate meeting planners always can reach out to local nonprofits and CSR leaders in the city where an event is being hosted.

“It’s a great way to identify community needs and partner together to create a positive social impact wherever you are hosting your event,” she says. “These local contacts could help you find socially friendly or women-owned businesses to hire for needs such as catering, plus help you with volunteer opportunities either onsite or off.”

Karr says staying relevant is a key. “Look for where there is a real need in your community or in the world,” she says, “whether that’s making peanut butter and jelly sandwiches for the homeless in your own neighborhood, or donating backpacks full of school supplies for Afghan children in Kabul.”

She notes that even simple efforts can allow people to have a hands-on role in making a difference in someone else’s life. She also advises asking for help.

“Corporate meeting planners should contact local community service organizations or clients in the area to see what opportunities for a one-day service exist,” she says. Karr notes that websites such as volunteermatch.org can be useful tools in identifying time-specific opportunities.

“Make sure that you have the support of your upper management and your compliance office before you start your project,” Richardson advises. “And do your research about any charity you may be partnering with or helping.”

Catlin advocates specific planning combined with a high level of awareness. “Create a list of elements of CSR important to you and develop a scoring model to evaluate venues,” she says. “While onsite, meeting planners should observe good and poor CSR practices, and promptly communicate them to the venue for recognition or correction, if needed.”

Scheduling Considerations

Shortill recalls an occasion where a CSR program had been scheduled for a time slot that conflicted with several concurrent sessions, and some potential participants were unable to attend.

“The following year they went with an all-day, come-as-you please version where they built dollhouses for children as well as care packages for homeless vets, among many other activities,” he says. “This open-flow version allowed several thousand people to help out in the ways they had time for.

“We did a bike build for a company that helped children with skin conditions,” he says. “We were then able to partner with the doctors and gave the bikes to kids who used that medication.”

As for scheduling, he notes that a two-hour ballroom event can be easy to set up and fit into a tight timeline.

“Offsites can be more complex with buses and travel time as well as taking more time, but you can get folks out into the fresh air and into the local community,” he says.

“When planning a CSR event, if you want a charity and donation recipients to be present at your event, take their schedules into consideration,” says Lisa Jennings, chief experience officer for Wildly Different, a corporate teambuilding and networking firm based in Orlando.

“For instance, if you’re building bikes for kids in need and you want them to be at your event to receive them, do not schedule the activity during school hours.”

She recalls working with one client who was adamant about having children attend a CSR event at 9:00 a.m. on a Friday. But all the charities her firm reached out to said the same thing — that they promote school as the one way these disadvantaged kids can get ahead in the world, so they can’t pull them out of school just to get a bike.

“In the end, we were able to get preschoolers to come to the event so it turned out alright, but it was a struggle there for a while,” she says.

Keys to Success

She adds that any activity related to social responsibility should be reflective of your company and its culture. “Weave CSR into various touchpoints of your meeting or event,” Hall says. “Make it meaningful.”

Collaboration is a key, according to Marcial. “Work closely with your venue and destination partners to understand what CSR initiatives they currently have in place,” he says. “There may be natural tie-ins for how your group can get involved.”

He also says starting small can be a good strategy. “If this your first time considering a CSR strategy for your events, don’t feel overwhelmed by all the various components,” he says. “Start small and utilize some of the industry resources that are available, including education from industry associations such as MPI.”

Jennings says the creative touch will always be appreciated. “Get creative when it comes to planning a CSR activity,” she says. Instead of a build-a-bike program in a community where that has already been done, for example, consider an activity in which teams play games with sporting equipment that’s donated to kids.

She says that tying a CSR activity into a meeting theme can be an effective way to complement a meeting. For a theme such as “breakthrough performance,” an option would be hosting a movie-making activity in which teams make a mini-movie for their company, complete with costumes and props that could be donated to a youth theater program following the meeting.

Richardson affirms that planners can play an important role in creating a successful CSR culture. “If we can advertise and communicate our goal effectively,” she says, “we can create a successful CSR project that really can make a positive impact.” C&IT

According to the 2018 SITE Index, optimism is high for incentive travel, with most incentive program buyers recognizing its consequential power to motivate and drive performance, resulting in increased company sales and profitability. Also important is the engagement component, which helps cement relationships between organizations and stakeholders — from employees to partners. Indeed, evidence that organizations are “all in” on incentive travel programs can be found in the Incentive Research Foundation’s (IRF) 2018 Outlook Study, which shows that incentive travel budgets are up with an average per-person spend of $3,915, an increase of 4 percent over last year.

But as every meeting planner knows, pulling off a successful incentive travel program is no walk in the park. First, the program has to be perceived as desirable and inspire people to do more to reach their goals. Participants also must have reason to believe that they can attain the reward, and that it will be worth the extra effort. Then, each participant — from employees, to customers, to senior leaders — expects to enjoy a flawless experience from the moment they find out they qualify for the trip to the time they arrive back home.

Of overriding importance is meeting the organization’s expectations for a return on the significant investment they’ve made in the program.

Program Stewards

Susan Adams, vice president of engagement at Next Level Performance and former board member and current member at Incentive Marketing Association, understands the planning challenges full well. “Managing an incentive program is both an art and a science,” she says. “While planners create a magical, memorable experience for participants at the destination, they are also the stewards of the program finances and reputation. In an increasingly regulated environment, and one in which there are increasing disruptions for reasons from weather to social media, planners face new challenges. They must balance guest experience with responsibility, and ensure that the company’s interests are served at every step.”

According Adams, end-user clients are very focused on the relationship between the organization and eligible participants, from initial communication to the post-program survey. Adams sees the most dramatic results when the audience has a range of communications — from video to print — at a fairly frequent cadence. This ensures that the program plays into decisions and efforts throughout the year.

“An amazing destination also helps,” Adams says. “It’s essential that the actual program experience is in line with everything the participants have imagined and wished for throughout the qualification period. When program participants can see themselves there, then have an even greater experience onsite, there is a tremendous emotional payoff for their hard work. That is a powerful representation of the company’s brand and the organization’s commitment to its people.”

This level of experience with incentive programs gives employees a reason to stay and to connect to the organization. Linking the anticipated experience to the actual experience amplifies the power of the program.

Inherent Challenges

The obstacles to a flawless incentive program are many and can pop up when least expected. As Adams explains, many incentive programs occur in the winter or early spring, just after program results are verified. This means that weather can have a significant impact, as airlines scramble to get people safely from the stormy Midwest to sunnier locales. Cultural differences or miscommunications also can create a host of challenges to even the most thoroughly planned event.

As a former planner, Adams has learned that careful, exhaustive planning not only results in a better event, it also gives meeting planners the bandwidth they need to react to challenges or emergencies. Just as important is effectively communicating the plan to the rest of the team. Because no program goes off without some surprises, it is essential that everyone on the travel staff knows what to do and has the information they need so that they can jump in and make good decisions when the unexpected happens.

“Planners face difficulties, which can include everything from guests who are unwell to motorcoaches with flat tires,” Adams says. “You just never know. And no matter how much planning experience you have, it always seems that there is some new, unheard of challenge on every program. The ability to react to the unexpected is what really sets a great planner apart.”

For Jeff O’Hara, CMP, DMCP, president of AlliedPRA New Orleans, incentive programs offer a myriad of challenges for corporate meeting planners. One of the biggest is staying with the same theme. “As soon as we create and implement a brand new, out-of-the-box experience, it is all over social media and local websites, so it loses some cachet,” O’Hara says. “We have to work hard to keep things fresh, and sometimes keep a trick or two in our pocket to enhance future experiences.”

To make incentive programs work well, O’Hara stresses that planners have to know their group well. “Since we are designing hyper-local, unique experiences, they have to be the right fit for the group,” O’Hara says. “I can tell right away if a client knows their group well. When they don’t, it prolongs the proposal process and costs everyone money and time.”

Incentive travel continues to be strong. Businesses value rewarding and recognizing their top performers with group incentive travel. But, the challenges include the continued responsibility of providing unique experiences and elevating the elements each year, but on a flat budget — and also managing safety and risk concerns.

In fact, security and risk management are of major concern to stakeholders and planners today.

“Whether it be terrorism, weather or health-related outbreaks, it is important to have a crisis management or emergency response plan in place,” says Jill Anonson, manager, event solutions, ITA Group in West Des Moines, Iowa. “Even though we are unable to control everything, this can ensure that the team and their suppliers know what to do. A lot more time is being dedicated to determining best destinations and managing the disruptions.”

Mark Herbert, president of Incentive Solutions in Atlanta, Georgia, says that managing an incentive travel program can be a daunting task. One of the hardships planners face is avoiding having to pay any attrition fees. Avoiding attrition fees is one feat; getting attendees to register in a timely manner may feel nearly impossible.

“However, registration is a huge necessity so we can collect important data on attendees, such as dietary needs and restrictions,” Herbert says. “Once a planner has a way to get the attendees to register, be sure to have a registration system to collect and store that data. They are going to want to be able to access attendee information efficiently should they need it for any reason.”

Needless to say, stakeholders in the incentive program arena expect to see a healthy return on their investment.

“The incentive needs to drive a change in behavior and have an impact on profits and brand awareness,” Anonson says. It is important to develop a rule structure that drives those results and then be able to look at various metrics to determine success. Many businesses have data, but are unsure how to utilize it to truly measure the impact.

Enhancing Incentive Programs

And these days, planners are finding that they need to up their game in meeting or exceeding participant expectations.

“People are so much more well-traveled now, and see so much on social media, that you can’t slip a routine trip by them. In the case of customer incentives, most times your best customers are all millionaires themselves, so (they are) that much more experienced and hard to impress. They have choices on which companies to spend their time with on incentive travel, so yours must stand out in the pre-marketing but also be flawless in execution.”

Most important, the planner should understand the company’s goals and brand. Even seemingly small decisions reflect on the organization with an important audience — top employees or partners. By taking the time to inquire about the purpose of the event, the overarching messaging and the tone set by the client corporation, a planner can better integrate those threads into everything from how the welcome materials are written to the entertainment selected for the final night.

“Some brands are fun by nature, and others are serious in style,” Adams says. “Some clients want to encourage networking and mingling, while others are more interested in formal recognition for top achievements. The same cut-and-paste evening event will not appeal to both groups. Nor will the same tone of voice among staff at the desk. The best planners learn as much as they can about the style of the organization and the intent of the client contact, and reflect that in every decision.”

Asking questions and developing awareness of the brand — even if it’s gleaned from the corporate website and advertising — can go a long way towards a successful program.

And proper incentive program management is key to ensuring a successful event. By having each component of the program laid out in advance allows a meeting planner to see where the program may be lacking, giving them the opportunity to enhance those pieces.

“Also, there are many cases in which additional support staff are hired on a per-event basis,” Herbert says. “Without proper program management, it can be challenging for the support staff to fully grasp and understand what is needed from them — which, in turn, could affect the attendee experience and overall program satisfaction.”

When managing incentive programs, planners and companies are trying to provide unique and exciting programming that appeals to all the attendees. Providing experiences that showcase the location of the incentive trip, while also providing enough variety for all the attendees, can be challenging and budget-constraining.

“The more activities that are offered, the higher the budget, but at the same time, not everyone wants to have a spa day or golf,” says Emily Griesser, director of meeting management at Minneapolis-based conference and events production company metroConnections.

“Many attendees also will want to do something that will showcase the cultural and historical side of the destination they are in. With planning a multitude of activities, make sure that there is enough variety, but also that take into account attendee numbers as well. Many activities have group minimums in addition to maximum attendee numbers, and a meeting planner doesn’t want to have to go back to the group and make people choose something different, because there wasn’t enough interest in their activity.”

A growing expectation among participants is for events to have mobile options available, if not some form of mobile app.

“Mobile apps have started replacing paper on both the planner and attendee sides,” says Herbert. “Text messaging and mobile app notifications are now a must-have — attendees are starting to expect to be told where they need to be via some form of notification rather than look it up.”

On the Horizon

From the recent major weather events to new regulations affecting program rules, there is a great deal of disruption in the incentive marketplace. As such, the planner’s role as guardian of the client’s interest is more important than ever.

“The incentive program — rules, communications, results, reward — is far greater than the dates and location of the trip, and the planner’s work influences both the onsite experience and long-term success of the program year-over-year,” Adams says.

According to O’Hara, all of the recent surveys indicate incentive travel spending is on the rise. Companies realize the value that is created by having this quality time with their top customers or employees.

“As it is ever easier to gain knowledge about what is out in the world, selecting motivating destinations that are appealing to the type of traveler in the group and providing unique, personal and brag-worthy experiences becomes ever more important,” O’Hara says. “While some groups will still like to go to a resort, lounge around the pool and get spa treatments, more want to experience a destination and discover its unique offerings.”

Anonson says that there are many factors that will drive us to adapt and change. The political and global climate will continue to affect the industry and global events. Government regulations, acts of terrorism and natural disasters are factors which are difficult to predict, but will continue to be obstacles for planners and industry suppliers.

“We will see a growth in employee incentives,” Anonson says. “Companies need to build loyalty within their employee base to help with talent retention. Incentives will go beyond sales, and also recognize innovation and high levels of service.”

Incentive programs recognize the best of the best. As such, it’s crucial to have proper program management to guarantee a smooth, carefree and enjoyable experience for all attendees. “Planners are the ones charged with making sure everything is up to par and exceeding expectations — from the registration process, to the airport transportation, to the hotel check in and activity participation,” says Meredith Olson, program manager of meeting management at metroConnections. “Nothing should fall through the cracks on these types of programs.”

Incentive programs continue to grow and evolve in the meetings market, and it is important for the industry to evolve with the demand for these types of programs. Increasingly, companies are looking for new and authentic experiences for their incentive programs, while also being sensitive to company perceptions and budgets.

“Incentive trips aren’t going away,” Olson says. “There will continue to be demand for luxurious, and new and different experiences. The best way to guarantee success with future incentive program management is to stay on top of the trends and strive to continue elevating the experience so your clients continue to surprise and delight their incentive winners.” C&IT