What constitutes value now?

It’s a buyer’s market, at least that’s the word on the street. Popular destinations, cruise lines, and even luxury hotels that wouldn’t have looked at some meetings in the past, are promoting deals to lure groups and put heads in beds. But before you jump into a sweet-sounding offer, make sure it fits the demographics of your group and the needs of your meeting.

Traditional second- and third-tier cities may still be the best bet for large conferences, which accrue the biggest value from being the only game in town. The impact of large meetings in mid-size and smaller cities is greater than in first-tier cities, meaning you’re in a position to negotiate better rates.

Maybe as important, visitor bureaus, convention centers, and hotels will bend over backwards to make sure your attendees have a great experience and will want to return again. Usually, everyone from hotel staff to retailers to wait staff will know you’re in town, and offer a warm and personal welcome (be sure to inquire about special offers and discounts for your group). You also won’t have to worry about a conflicting or potentially incompatible group running into your attendees in the hotel lobby.

Overall, the cost of living in second- and third-tier cities is lower than in first-tier destinations. Accommodations, restaurants, shopping, and attractions are often nearby, which can mean lower transportation costs. Local professionals (from universities, churches, or industries) can be good, inexpensive resources for presentations or seminars. The same holds true for entertainers. The city’s daily or weekly newspaper might be interested in giving your meeting coverage.

Planners should contact the local CVB early to find out what incentives are available, and if there are any local services, volunteers, and other opportunities that can help reduce expenses. Don’t forget to ask about projects your attendees can get involved in—they can be a fun and rewarding way to give back to the local community, as well as a positive reflection on your organization.

Top Value Cities
Most travel websites agree that the country’s top value cities for the past few years have been Phoenix, Dallas-Fort Worth, Orlando, Denver, Atlanta, Los Angeles, Washington (D.C.), Kansas City, Miami, and Milwaukee, based on wide-ranging interests, affordability, and a plethora of accommodations and activities for vacationers. This year, you’ll find bargains in most of them.

There also are many cities surrounding these metropolitan areas and in other regions with convention centers, new hotels, first-class amenities, compelling attractions, and often a distinctive cultural flavor that offer special value to planners. For planners considering the West Coast, San Jose, California, has been popular with conference groups for years. Besides the favorable climate, an abundance of facilities, and a convenient light rail system, the area’s historic missions are a major attraction. Rapid City, South Dakota, may not come to mind immediately but the city is located equidistant from both coasts and serviced with direct flights from Minneapolis, Chicago, Denver, Salt Lake City, and Las Vegas. Surrounded by the Black Hills and a two-million-acre ponderosa forest, the city has thousands of hotel rooms, large meeting facilities, fine dining, and plenty of shopping. Activities range from a buffalo safari to tours of monuments—Mount Rushmore, of course, and the Crazy Horse Memorial are favorite family adventures. Historic sites and natural attractions, including Dixie and Luray Caverns, are popular destinations in Virginia’s Roanoke Valley, which has more than 6,000 first-class guestrooms, two civic centers, and an IACC-approved conference center. San Antonio and Fort Worth, Texas, both are compact cities, with hotels and attractions within walking distance. The Alamo and River Walk in the center of San Antonio offer enough activities to keep your group busy for days. Fort Worth, with plenty of shopping centers and museums to attract visitors, is close to most Dallas landmarks and attractions as well.