Meetings & Conventions: Planner's Portfolio February
Back to Basics
By Martha Jo Dendinger, CMP
MIAMI, MACON OR MELBOURNE?
How to find a city that meets the meeting’s objectives, your
budget and attendees’ tastes
Selecting the destination to host a meeting can be daunting.
Cities come in all shapes and sizes, and mixing and matching the
meeting, budget, attendees, and sites to select the perfect
location is as much an art as it is a science. What follows are the
basic factors to consider.
The reasons for a meeting can help determine the best type of city
in which to host it.
A one-day event centered on a focused agenda requires a
destination attendees can get to easily, such as a top-tier city in
the immediate geographic area. An agenda requiring more thought and
interaction among the attendees might call for a more secluded
setting, for which a change of planes might not be a deterrent. An
annual convention will need a high concentration of quality hotel
rooms near a convention center. Incentives require an attractive
destination offering lots of leisure activities.
Getting there. In today’s fast-paced world,
convenience plays an important yet often overlooked role in the
success of a meeting, regardless of its purpose. Consider basic
logistics. For example, airports often are 25 or more miles from a
downtown area, resulting in additional travel time, especially in
rush-hour traffic. Will this be a problem for attendees?
Limited air arrivals and departures in some second-tier cities
and resort areas might dictate attendees’ travel schedules. If they
are traveling by car, review the expressways and parking
availability of the potential cities.
Getting around. Think about timing and season.
Meeting in sunny Florida in the spring might be tempting, but
spring-break crowds can put off attendees and make traveling
Research the neighborhoods within a city. While the downtown
area might seem exciting, the center city might have deteriorated,
requiring some activities to be moved to other vibrant areas that
are not easy to get to from the hotels.
The first rule of meeting planning: Know your group.
Attendee demographics. Who are the attendees?
From where will they be traveling? If most live in Florida, it
would not be wise to schedule the meeting in Seattle.
Are they well-traveled? Do they enjoy large cities? What is the
age range, and how do the ages affect expectations of the
destination? Will attendees bring guests and/or children along? Do
attendees expect planned programs for their guests? How many
international attendees will you have? Do they expect time set
aside for recreational activities and sightseeing?
Marketing value. The destination is integral to
the promotion plan for many meetings. A city’s marketing value, or
“sizzle,” can contribute significantly to attendance and
registration revenue. Ask yourself, “Will the attendees perceive a
benefit in attending this meeting in this city?”
Budget. In addition to staying within your
spending limits, consider whether price will influence decisions to
attend. For association meetings, an expensive city like New York
might turn off some members.
On the other end of the budget, where cost isn’t as much of a
consideration, planners can err by being too cautious. At one
high-level meeting of CEOs, the room block consisted of the lowest-
priced rooms at a resort, booked by a cost-conscious planner. The
rooms were not the quality the CEOs were used to, and many felt
disappointed, even though they were not paying for the rooms
Image. You might find a great deal at a posh
resort, but will perception be a problem? If the company has let go
20 percent of its work force, this is the wrong time to go to
Melbourne, even if it will cost less than Macon.Martha Jo Dendinger, CMP, is an independent
meeting planner based in Atlanta.
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