Affordable Meetings: Destinations and Transportation Tips You Can’t Afford to Pass Up
Author: Lisa Hotchkiss
June 2008
Features
“So, you’re Marci, the new meeting planner?” said the CEO with his billion-dollar comb-over and pursed-lip smirk.
“Well, sit down, Marci, and take some notes, because this year’s sales conference is gonna be big. Really big. I’m talking San Francisco, the Palace Hotel—no, better yet, let’s rent out Alcatraz! I’d buy it, but I don’t know what I’d do with another island.
“We’ll do a whole jail theme, maybe even some kind of Survivor team-building exercise we’ll call Escape from Alcatraz. Alice Waters or Emeril can do our catering; instead of bread and water, we’ll give them Pellegrino and baguettes. You get the idea,
right?
“Our people can stay in the cells; we’ll bring in Martha to spruce them up with some oriental carpets and down comforters. It’ll be a treat for these guys to pretend they’re in jail, trust me.
“Only the best, Marci. Only the best. We’ll make it a black tie—no, better yet, a black-and-white stripes—dinner in the mess hall. Dom Perignon, caviar and the best oysters around. Money is no object—am I clear on that?
And, Marci, if I get the slightest notion that you’re trying to skimp on anything—and I mean even on the nametags—YOU’RE FIRED!”
“Yes, Mr. Trump. Whatever you want, sir.”
It’s a meeting planner’s dream: unlimited budget, pie-in-the-sky events. If only…Unfortunately, unlike Marci, meeting planner to the obscenely rich and famous, most planners are grounded in reality and tied to a bottom line. And the reality is, prices are going up and budgets aren’t keeping up.
According to FutureWatch 2008, MPI’s annual forecast of the meeting industry, planners across the country predict a steady market of meetings, with little or no decrease in the number of events. In fact, attendance at meetings shows a healthy increase: up 11.2 percent for corporate meetings, 18.3 percent for association events and 19.3 percent across the board.
On the budget side, corporate planners may have a little more in their coffers than their association counterparts, but as a whole, budgets are expected to creep up just over 11 percent. Which means that planners are trying to find ways to put together an unforgettable meeting for more people in a market with escalating costs.
Impossible? No. Challenging? Yes. But here are some useful tips about destination and transportation options that can help. While you may not be able to ply your guests with five-star dining and over-the-top theme parties, you can still create a meeting that your attendees will enjoy and your clients will brag about.
The Big Question
Why meet? Oftentimes that’s the million-dollar question that doesn’t get asked. Sure, an annual get-together is nice, but other than catching up with colleagues, what’s the real reason for the meeting? According to FutureWatch 2008, there’s now an “emerging focus on the strategic purpose of meetings.” Is there a new program to introduce, training to impart, a milestone to mark? Ask yourself—and your CEO or executive team—the hard question; clarifying the objectives and goals will set important groundwork that can guide the entire planning process.
Creating a meeting that maximizes both the destination and the goal is key for a successful event. Linda Thompson, of Cappa & Graham, Inc., a Bay Area event planner and destination management company, explains, “Programs that contribute to the organization’s goals and objectives always achieve value. If a sales meeting is being held in San Francisco, the meeting should have an objective or theme that can be best supported by this destination. If an event is being held off-site, the event should support that objective, and it should be held in a location that also supports the goals. To obtain the greatest value, select a destination that provides the greatest return.”
Leaving on a Jet Plane
Until recently, in planning a meeting, the powers-that-be would first select a city, and San Francisco, New York, Chicago or Los Angeles often topped the list for destinations. How people got to the meeting was secondary—there were always cheap flights, right? Today, with airlines looking at their fuel bills doubling over the last three years, those $99 coast-to-coast roundtrip tickets may be a thing of the past, no matter what William Shatner says.
Chad Meyerson, manager of group, meeting and convention services for JetBlue, says he’s noticed a definite shift in thinking. “The emphasis used to be on the destination, and airlift was an afterthought. Now we find meeting planners are considering the travel piece earlier in the planning process.”
Meyerson recommends that planners find out which carriers have ample service to the destinations they’re considering, then contact those carriers and talk about what options might be available as far as discounts. And the earlier the better; most airlines should be able to sign a contract seven or eight months in advance of a program.
For even more advance planning, Meyerson says, “If a group has a destination in mind, we can look at flight availability from the previous year to see if there’s a good chance we’ll be able to accommodate them and give them a good package.” While many airlines have reduced or eliminated this service and refer planners to the leisure or groups department, JetBlue has made a conscious effort to maintain a dedicated office for meetings travel.
Southwest Airlines spokesperson Chris Mainz suggests planners look carefully at which airline has the most convenient nonstop service to the city of choice. “See where your attendees are coming from, and make sure they can get to the meeting easily and directly,” he notes. Many of Southwest’s seats are filled with business clients, helping the airline to be one of few in the industry to experience growth last year.
There’s No Place Like Home
If the majority of a group is from one geographic area, many associations and organizations are opting for local destination resorts for their gatherings. Patricia Zollman, regional director for HelmsBriscoe in San Francisco, one of the largest meeting procurement companies in the world, has noticed this trend for her corporate clients. “We don’t see as many huge annual programs as in past years; there’s definitely a move to produce more regional events throughout the year instead,” she says.
Zollman has been sending many of her clients to sites generally occupied by leisure travelers. “Rather than flying out of state, many of our clients are choosing to provide a lovely meeting experience in their own backyard.”
And why not, she says, when you’ve got incredible sites in the wine country, in the Sierra or on the ocean—all within driving distance.
In Northern California, Monterey and Napa have exploded as site choices for regional meetings, which is why prices in these areas have skyrocketed and availability can be difficult. “We’re competing with the leisure market at these locations, so it means we need to plan further in advance and expect to pay higher prices than other sites,” Zollman points out. But by saving on transportation, the extra cost for rooms can be a worthwhile trade-off.
Airport Hotels
While city hotels remain the venue of choice for meetings and events, airport hotels are sneaking up the list as a convenient and budget-friendly alternative. Though they may not be in the middle of the bright lights and city sights, airport hotels often provide important savings of time and money for everyone associated with an event.
Attendees can fly in and often pick up a quick, free ride to their hotel via hotel shuttles. No need for rental cars (and steep parking fees typical of large city hotels) or costly cab rides. And because of the convenient location, no one has to worry about getting stuck in city traffic upon arrival or departure, allowing more important networking opportunities on-site.
Most metropolitan area airports have a healthy range of hotel options nearby, from Embassy Suites to Hyatt or Westin, so depending on the size of the group and the group’s budget, there’s likely a choice that fits the bill. For those needing a dose of city excitement, excursions can be easily arranged as a group or individually.
So Many Choices
Why, with so many cities to choose from, do so many meetings seem to end up in one of five or six? Obviously, some groups are limited to certain destinations by their sheer size, but there are any number of meetings-worthy destinations in the West. Why not check out a few new ones—including second-tier cities—as affordable options for your next meeting? It may take a little more footwork, but it could be well worth the effort. Maybe San Jose might make more sense than San Francisco, or Portland would save a bundle over Phoenix.
By also working with a qualified destination management company, planners can review myriad options to fit their meeting needs and budget. Choosing a member of the DMC Network (dmcnetwork.com) ensures access to a membership alliance of full-service destination management companies across the country. According to Cappa & Graham’s Thompson, “These destination experts can give in-depth market intelligence that will add value to their meetings, save time and enhance the value of their budget.”
Some planners looking for possible sites will let their fingers do the walking and try to search for values on the Web. While it’s prudent to do some initial footwork, Thompson cautions, “the Web cannot explain to you all of the hidden costs that you are walking into. Are there union labor requirements in this venue? What is the fuel surcharge? Are gratuities included?” These unexpected costs can add up and unbalance a budget quickly.
HelmsBriscoe has recently introduced a new planning tool called the Meeting Estimator. Nancy Johnson, CMP and a HelmsBriscoe regional manager explains, “This is a great way for planners to compare costs for holding their events in various cities.” Just plug in possible dates, number of attendees and a few other pertinent facts, and the Meeting Estimator will report expense estimates for each venue, including F&B, airfare, rooming and other typical line items.
Think Ahead
Most of us don’t even know what we’re doing next week, let alone in two or three years, but in the world of meeting planning, thinking ahead can mean substantial savings in the long run. If you’re not on a rotation, and your group is forward-thinking enough to know in which cities it plans to hold its annual get-togethers, you should investigate whether there are hotel brands with properties in each of these locations. Working with the brand on a multiyear deal can translate into direct savings on the bottom line, as well as give you a better position for negotiating other concessions.
The challenge is that you must have dates in hand and must be prepared to sign a contract two or three years in advance. Should locations or dates change, you must rely on your relationship with the hotel sales staff to work with you on contract alterations.
Shake Up Your Thinking
Ever have a meeting on a 50-foot catamaran or in a movie theater? Or how about changing the usual spring meeting to a winter gathering?
As they say, challenges are opportunities, and for meeting planners, budget constraints are often the perfect opportunity to be creative and imaginative.
Finding new and unusual sites that can accommodate groups is a bit of a treasure hunt. CVBs are good resources: Not only can they give you some suggestions of possible local meeting gems, their website should include a comprehensive calendar of attractions and events from which a keen eye may be able to come up with some off-the-beaten-track locations. The key is to never assume a site isn’t available for meetings—just because they’ve never hosted a group in the past doesn’t mean they won’t consider the possibility. And depending on the site, catering options may be less expensive than hotel and convention center fare.
Likewise, planning meetings at off-season times is a wonderful opportunity for saving money. Wine Country is lovely—and a lot cheaper—in winter. Likewise, Arizona in the summer may mean fewer outdoor activities, but availability at resort hotels will be eased. Certainly, when planning off-season, you may risk transportation delays due to weather, but the payoff may well be worth the risk.
Technology Additions
In this era of technology frenzy where you can manage your finances, your love life and your photographs online, one wonders if electronics will replace human interaction completely. Why talk when you can text? And as business becomes more global, technology provides convenient avenues for communicating across time zones and borders. Eye contact and a handshake are still preferred over the impersonal nature of e-mail, but there are major benefits to incorporating the latest and greatest device into your events.
Enter e-learning and webinars, or meetings via the Internet. “Webinars will never replace face-to-face interaction,” says Sharyn Fitzpatrick, CEO of Marcom Gurus in Los Altos, Calif. “But technology is providing wonderful ways to extend the life of a meeting.” Working with a consultant such as Fitzpatrick or an electronics communications firm like Webex, you can put together a presentation including slides, voice-over, polls and surveys, and screen sharing. Some of the ways Fitzpatrick suggests her clients add techno-elements to their events include wikis, podcasts, blogs and webinars. Used as pre-event teasers or follow-up contacts, electronic interactions are easy and affordable ways to reach out to various stakeholders. FutureWatch 2008 reports that two in five meeting planners and almost half of corporate planners polled plan to increase the use of webcasts in their meetings this year.
Make ’Em Laugh
Even if they don’t have a large purse to play with, planners can make their events enjoyable and effective no matter where they’re located. Jack Singer, motivational speaker and psychologist, urges planners to add some humor to their programs. “If you can keep your attendees laughing, you maintain their attention, increase their retention and enhance the meeting experience tremendously.” Singer has presented this concept to SRO audiences at HSMAI’s Affordable Meetings conferences for the past 12 years, and is on the schedule for this month’s conference in Southern California.
An opening speaker or session speaker who can get the audience smiling and enthusiastic will be worth his or her weight in gold. Marc Reede, CEO of Nationwide Speakers, urges planners to sign a keynote speaker that will set the tone for the whole meeting. Local speakers can save in transportation and rooming costs, but an agency can find out if a major personality is already in the area and may be coaxed into adding a date for a lesser fee. “It never hurts to make an offer,” he says.
Agents can also alert planners about new faces on the speaking circuit who are more interested in adding to their client portfolio than their bank account, he adds.
According to Singer, “It’s not that you want to hire just an entertainer or comedian, but someone who can get a message across by connecting with the attendees.” He often gives out inexpensive prizes during his presentations: logo’d items or chotchkes from Oriental Trading Company go a long way in keeping an audience engaged,he says.
If some planners might be a little worried about trying to sell humor to their CEO, Singer points out, “If you can show the boss that you’re actually improving the effectiveness of a meeting by making people laugh, I think they’ll get it.”
Let’s face it: the Marcis of the meeting-planner world are few and far between. The rest of us need to count on the skills that make us successful planners: organization, creativity and ingenuity. And though limited dollars may mean unlimited caviar and champagne won’t be on the menu, with some creative elbow grease, the networking and high fives will be flowing.
Affordable Resources
Costanoa Coastal Lodge
costanoa.com
40 rms/950 sq. ft.
An eco-friendly lodge one hour south of San Francisco. Also offers tent bungalows.
Embassy Suites San Rafael - Marin County
embassysuites.com
235 rms/11,613 sq. ft.
Centrally located in idyllic Marin County, just north of San Francisco.
Lake Arrowhead Resort and Spa
laresort.com
162 rms/12,000 sq. ft.
New $20-million renovation includes guest rooms and meeting space.
Lake Havasu City CVB
golakehavasu.com
400 miles of coastline along Arizona’s Colorado River; myriad outdoor activities.
Omni Los Angeles Hotel at California Plaza
omnihotels.com
453 rms/20,000 sq. ft.
Located in downtown Los Angeles and 30 minutes from LAX; offers 22 meeting rooms.
The Pines Resort
basslake.com
84 chalets/4,653 sq. ft.
On Bass Lake, 14 miles from Yosemite. Chalets, suites and two-bedroom home.
Salt Lake City CVB
visitsaltlake.com
A metropolitan city in a western setting, with outstanding mountain views.
Santa Fe CVB
santafe.org
Renowned Southwest destination; surrounded by mountains.
Utah Valley CVB, INC.
utahvalley.org
Picturesque region near Salt Lake City—with numerous historical sites and museums.
