Convention Selection
New economy offers some surprising choices.
By Christine Born
Detroit International Riverfront
When the American Mensa association decided to hold its 2010 Annual Gathering in the Detroit area, it joined other organizations that have recently chosen the city for their annual conventions. The choice may seem surprising, but the city that has suffered its fair share of bad press has been innovative at turning at least one bad news story to its advantage.
The Motor City is no resort destination — and that distinction is considered a definite advantage since the AIG effect redefined the checklist of meeting requirements for many associations. “Nobody ever got into trouble for meeting here,” says Christopher Baum, CHME, senior vice president of sales and marketing for the Detroit Metro Convention and Visitors Bureau. The CVB has actively been promoting its new story: A classic American city that has been down on its luck really wants you and will prove it — having a meeting here verges on the virtuous with maybe a bit of patriotism to boot, providing nothing that could raise the shackles of impropriety or extravagance. Welcoming and highly affordable, the Motor City has 2,000 new downtown hotel rooms, world-class casinos and a top-notch Delta-hub airport. There’s more good news for future events in the takeover of Cobo Conference/Exhibition Center by a new private authority in preparation for a $300-million renovation and expansion.
While the sun may not shine all the time, Detroit is the home of the Motown sound. There are also the Detroit Tigers, the Pistons and the Red Wings, and the city is a melting pot of ethnicities, food and culture from Greektown to Mexican Village and beyond. Just the type of real simple, authentic experiences that resonate with today’s visitors (your attendees).
Pittsburgh's David Lawrence Convention Center
Another city that has found a silver lining in the new economic sensibilities is Pittsburgh, which got a boost from the international media attention surrounding the G-20 Summit hosted by the city in September 2009. The former industrial-belt city has gotten plenty of press in recent years for its environmental policies (the David L. Lawrence Convention Center is the first convention center to earn the Gold Leadership in Energy and Environmental Design rating by the U.S. Green Building Council), quality of life, restaurants and attractive neighborhoods. But its affordability and accessibility are cited as key contributing factors in its success at attracting new conventions.
Cincinnati hopes the similar factors, as well as its reputation as a friendly city filled with culture, history and arts, will help it win its bid to host the 2015 Lions Clubs International convention. Club officials were impressed by the close proximity of the hotels, convention space, restaurants and shops in the city, according to the Cincinnati USA Convention and Visitors Bureau. The city is one of five finalists for the convention, competing with Boston; Tampa; Honolulu; and Manchester, U.K. The convention, held last year in Minneapolis, would bring an estimated 25,000 to 36,000 hotel room nights and have an economic impact of $7.4 million to $10.5 million.
“Reaching finalist status to host Lions Clubs International is a tremendous accomplishment in itself,” says Dan Lincoln, president and CEO of the Cincinnati CVB. “We are often not perceived as being large enough or cosmopolitan enough to host a large convention, but once they get here they love Cincinnati.”
One way his team helps get that message out is through what Lincoln calls guerrilla marketing. “We can’t outspend our competition, but we can outsmart them,” he says. In an effort to boost its chances and as a thank-you for being considered, the city of Cincinnati collected 5,000 pairs of eyeglasses to donate to the organization, which is known for its long-standing dedication to improving eye health by collecting eyeglasses for those in need. “That’s what smart cities do,” Lincoln says.
Around the country, cities are reshaping their marketing message to fit tightened budgets and new expectations. Value, balance, accountability, responsibility and a return to basics dominate the vocabulary around consumer behavior and are affecting meetings and travel. Besides affordability, destinations are marketing their connectivity and walkability. More demanding customers want state-of-the-art facilities and expect better, faster (and free) Internet availability. They also want personalized service, online room selection and check-in, in-room food and beverage offerings, and even personalized beds (variable firmness). Nearby dining, shopping, jogging and walking paths, parks and other attractions also bring in attendees, offering inexpensive, easily accessible alternatives and breaks in an often-demanding conference schedule.
Cincinatti presented 5,000 pairs of eyeglasses to Lions Club representatives visiting the city.
Last year was definitely a game changer — and the great equalizer is now affordability. Planners shouldn’t rule anything out, even cities previously considered out of reach and resort properties. As Orlando’s very vocal cheerleader, the city’s CVB President and CEO Gary Sain told a recent Atlanta gathering of meeting professionals, “When you’re a strong leisure destination, it works to the advantage of meetings.” Orlando’s abundance of flights, rooms and variety of attractions makes it a powerful draw for attendees and a prudent, affordable business choice. And, Sain contends, that all adds up to a good argument against the perception of it being in any way frivolous or out of reach.
Now may also be the time to “buy up, not down,” advised Dave Lutz, managing director of Velvet Chainsaw Consulting, a company specializing in the convention and meeting industry, speaking to the same group. The competitive set has changed, Lutz said. “If you’ve usually gone second tier, try first tier now — it may help attendance. There’s still a lot of room at the inn, so buck the trend and buy up.”
Whatever message planners buy into, what is clear is that all options are on the table. First tier, second tier, resort or not, no destination is automatically off limits or easily categorized, especially by price. Besides affordability, the other key word for properties is flexibility. “We’ve felt like Gumby all year long,” said Danielle Babilino, senior vice president of hotel sales for Las Vegas’ Wynn | Encore. And that’s not a bad thing for meeting planners who, for a while at least, are on the winning side of the equation.
