Think of the physical space as a blank canvas: It is critical not only in attracting attendees, but also in creating the visual dynamics that will make an impression, driving home the message of the meeting. You will be adding light, color and life to the event, bringing the big picture together using inspiration, experience and the occasional bolt of lightning. The finished product, quite literally, will be a work of art—one that elicits a powerful (and strategically pre-determined) human response from participants, and a measurable Return on Event.

Visual dynamics describes everything involved in the design process that the guest will see: the pre-event, live-event and post-event experience. Strategy, design and decor must be intertwined to keep people engaged and encourage them to relax and participate in a safe space.

The new paradigm of learning outside of the boardroom or classroom through sites such as TED.com is affecting how venues are used for meetings. Easy-to-access, informal gathering spots, also known as “pods,” are becoming increasingly common at many events. These instant meeting locations and areas host mini-gatherings of critical players who can convene in person in minutes, or even seconds, after raising the initial idea for the meeting using social messaging tools. Shorter and more interactive sessions, or mini-modules, require different space treatments as well.

By combining the right physical site with the right visual and kinetic elements, you can create a powerful, brand-centered piece of live communication that delivers the same kind of first impression impact, and the same measurable Return on Investment, as a carefully targeted and well-designed print ad.

A few questions to ask in support of an event’s visual design planning include:

Is this space appropriate to the theme?
What should be accented and what should be eliminated?
Where should the flow of people go?
What is the format of the meeting or event?
What could be hung on the walls to support the message?
What decor could be placed on a walkway for interaction?
What are the lighting fixtures? Will they affect the stage and room set up?
How can the entrance be treated to create initial impact?
Where can surprise elements be added for impact?
Is the space accessible to people with physical challenges?
How can I design this experience so it more effectively delivers the message?

By Monica Compton

Like everything else in the meeting planning business, the site selection process has adapted to the short-term scheduling of meetings, budgetary cuts and technological advancements. Many meeting planners might recall the luxury of having a six-month or year-long lead time to research hotels and venues, but that window might now be reduced to one month or less. And with a reduction in travel expenses, a visit to the properties may not be an option. While technology can assist with some of this research, knowledge of your meeting’s history and current objectives will provide the greatest guidance.

1. Let the objectives guide the location. The objective of your meeting is the first factor to guide location. While holding a meeting at an ocean-side resort may work as an incentive for an annual conference for association members who will combine it with a family vacation, an airport property might be a better fit for a brief, high-level meeting with global attendees. If the meeting’s objective is to educate the attendee with very few social activities, a conference center or university facility would be a good match.

2. Build an attendee profile. A thorough knowledge of your attendee demographics and interests is a key aspect in determining a property’s compatibility. Are your attendees international and do they require special services? Look for hotels with a multi- lingual staff and international currency exchange. Does your program allow families and include a separate spouse agenda? Properties with babysitting services and family-friendly recreational activities should be considered.

3. Provide a history. When writing a request for proposal, providing your meeting’s historical data will assist the property in determining rates and contractual concessions. A group that schedules both group meals and heavily patronizes the restaurants and lounges after hours may be more apt to meet a higher food and beverage minimum than a group who has most of their meals offsite. If a meeting is slow to register and picks up the room block the two weeks before the event, the property might negotiate an extended cut-off date.

4. Know your space requirements. It’s a given that you won’t select a property if it doesn’t have enough meeting or sleeping rooms to fit your group, but don’t forget your ancillary space needs as well. A group bringing in specialty materials might require storage space close to the meeting room. A program that includes representatives from the media might require additional wireless access points in a command center close to the general session. Even the location of specific sleeping rooms can have a bearing on your booking decision. If your CEO conducts daily meetings in his suite, but it’s located far away from the main program functions, a less expansive property may be a better option.

5. Write a custom RFP. When writing your request for proposal (RFP), customize it to your meeting’s specific needs. It’s tempting to use a generic RFP or one supplied by a convention and visitor’s bureau, but the more specific you can be — including your meeting’s objectives, attendee profile, historical data and space requirements — the more targeted the responses you will receive.

6. Evaluate the options. If your timeline or budget doesn’t allow for an in-person site inspection to the property, many hotels have virtual Web sites that allow you to walk through the rooms and get a feel for spacing and décor. Be careful to ask when the images were taken and if there have been any renovations or space alterations since the images were uploaded. It’s also important to gather references from colleagues who have recently held similar meetings at the prospective property (within the last year). If a planner experienced any challenges, ask if they were rectified and follow up with your salesperson to see what improvements were made.

7. Survey the site. If you are able to perform a physical review of the property, create a checklist in advance of all the facilities you want to review and the hotel staff you need to speak with. Send a site inspection agenda to the property in advance to make sure every aspect of your evaluation is accomplished.

Monica Compton, CMP, is an event specialist with Pinnacle Productions Inc. based in Atlanta, Ga. She has 18 years experience as a global meeting planner, managing a variety of programs both domestically and internationally.

Many planners do not fully realize, nor adequately utilize, the services a CVB offers, many of which are free of charge. For planners who do not have adequate internal staff to assist with their meeting, or for non-profit or volunteer events that do not have full-time planning support, CVBs can become an extension of your team, saving you time and money. Their message is clear and you’ll hear it repeated over and over: “Tell us what success means from your perspective and your bosses and we’ll help you meet it.”

Request for Proposals

A CVB’s membership includes local businesses that generally supply services to the hospitality industry such as hotels, convention centers, restaurants, attractions and transportation companies. If your event has a need for a large number of suppliers or you are not familiar enough with the city to select providers, CVBs can create a request for proposal (RFP) for you and submit it to prospective companies. They will also take your own RFP document and disseminate it to a pre-approved list. It is important to qualify the companies you want to receive the RFP, especially if you or your client has a preferred brand for hotels. By being as specific as possible in the RFP document, you reduce an influx of e-mails and telephone calls from companies you have no interest in buying from.

Promoting Your Event

CVBs can assist in bolstering your meeting’s attendance through several promotional tools. When building your event’s Web site, you may need high-resolution photos of the location. CVBs can provide targeted images as well as video of accommodations and attractions.

Since destination information can be overwhelming and highlight attractions your attendees may not be visiting, simply listing the destination’s Web site link on your event information page can lead to confusion. Some CVBs will create a specific URL for your event which links to a welcome splash page with your group’s name. The custom page allows you to pick the information you want highlighted for your group. By listing only the attractions that appear on your event agenda, you reduce miscommunication with your delegates.

Media Contacts

If you are organizing an event that is open to the public, CVBs can assist in providing local media contacts and information for press releases. Most CVBs have a section of their Web site dedicated to public relations and media inquiries. Here you can find information to incorporate into your press materials, including stock story copy and quotes highlighting the destination’s offerings. CVBs will provide a list of e-mail addresses and telephone numbers for local and regional newspapers, television and radio stations.

Housing and Travel Assistance

If your meeting or event is large enough to require three or more hotels, CVBs can provide an online housing reservations system which can also include airline and ground transportation bookings. Many events have one online system to register attendees and gather housing and travel information. However, not all registration sites have the capacity to pass these reservations directly to the hotel or airline’s system. Similar to a third-party registration company, the CVB’s housing bureau can communicate with the hotel and disseminate rooming lists and travel itineraries. Note that CVBs in smaller market cities many not offer this service and there is usually a fee involved.

Tour and Attraction Booking

A CVB provides information and contacts for booking tours and attractions and can also refer their member destination management companies if your needs are more extensive. Similar to a hotel’s structure, a CVB will assign your group a convention services manager (CSM) who will work with you on all the pre-planning details. The CSM can act as your liaison in contacting their member suppliers. Since each member company is paying dues to fund the CVB, your CSM cannot suggest one company over another. They can, however, narrow your choices by telling you which companies provide the specific service you are requesting.

Additional Supplier Listings

CVBs can provide suggestions for services well beyond hotels and attractions. These include: program speakers and entertainers; exhibit freight services; equipment rental for your onsite planner office; floral designers; car rental companies; foreign language translation services; and even babysitting services.

On-site Staffing

Many planners have the capacity to organize a large event with a small staff, but then require supplemental support once onsite. CVBs can provide different levels of temporary staffing from attendee material collation to registration services. It’s important to qualify your needs and give the CVB a detailed job description of what is required. Do you have a registration desk that requires no more than a greeter to hand out delegate badges? Or is your registration more complex, requiring computer skills and knowledge of online software systems? Communicating your specific needs to the CVB will ensure the right match for each task.

By partnering with a CVB, you can reduce time in researching what a destination has to offer and quickly define which local suppliers meet your requirements. Rather than having to become an expert in a destination, you can save time and costs by utilizing the CVB’s expertise. With streamlined destination knowledge and preferred supplier information, you can now spend your time on more strategic planning elements. All it takes is delegation to your newly extended team — the CVB.

Defining Destinations

A convention and visitors bureau (CVB) is the dominant form of a destination marketing organization (DMO) in the U.S. While each state has a department of travel and tourism, most counties and/or cities also have their own CVB to promote a more geographically narrow area.

Although there are many government and chamber of commerce bodies with responsibility for marketing a destination to visitors, most convention and visitors bureaus (CVBs) are non-profit organizations, working independently under the direction of a board of elected directors. They are usually membership organizations bringing together businesses that rely on tourism and meetings for revenue and are funded primarily through the collection of “bed taxes” on visitors.

Destination Marketing Association International (DMAI) is the world’s largest resource for official destination marketing organizations. The organization provides members with educational resources, networking opportunities and marketing benefits worldwide. It also maintains an online bookstore and resource center, an e-mail discussion list for members, professional certificates and designations (PDM, CDME), an accreditation program and an official online travel portal: OfficialTravelGuide.com.

DMAI was founded in 1914 as the International Association of Convention Bureaus to promote sound professional practices in the solicitation and servicing of meetings, conventions and tourism. In 1957, the association changed its name to the International Association of Convention and Visitors Bureau (IACVB), to reflect the growing importance of consumer travel. In 2005, it changed its name again to become Destination Marketing Association International.

Sources: destinationmarketing.org, Wikipedia.com