Storms have been hitting the Northeast and East Coast, causing carnage to residents, homes and those who were planning to fly into or out of the area. According to authorities, at least five people have been killed in Wisconsin, Georgia and North Carolina as a result.
Nearly 89,000 New Yorkers lost power before 8 p.m. Tuesday, according to poweroutage.us. By Wednesday afternoon, more than 189,000 across New York, New Jersey and Pennsylvania were without power.
On Tuesday, more than 9,000 flights going into or out of the United States were delayed and more than 1,466 of the same type were cancelled, according to FlightAware data. On Wednesday, the number of delays sits at 3,485 and cancellations are at 1,329. More than 500 additional flights were delayed and more than 60 were cancelled, according to Flightaware; airports in Denver, Chicago and Miami made up most of the delays and cancellations. Amtrak cancelled dozens of trains across the mid-Atlantic region on Wednesday, several of which were in major areas like New York City, Boston and Philadelphia.
The storm is expected to make its way north into Canada with wind gusts of up to 95 mph. The storm is expected to ramp back up with more heavy rain, snow, high winds and frigid air heading to the East Coast on Friday.
Flood watches are in effect is several places along the East Coast, including Washington, D.C., Philadelphia, New York City and Boston. A second storm is predicted to move across the U.S. to the Pacific Northwest, bringing with it a rare blizzard warning in place for Oregon and Washington, where some areas haven’t seen a blizzard warning in over 10 years.
What Planners Can Do to Be Prepared
When it comes to severe storms, the best things any event professional can do is prepare as much as they can. Having a plan B (C, or even D) will surely work in your favor. Before the storm hits, it’s advisable to communicate with attendees, vendors and speakers. If the event is already going on and a storm is imminent, there are several questions you can ask:
(If your event is outside) Can your event accommodate all your attendees if you move inside?
Are there any areas of the event venue prone to flooding?
How does transportation need to be arranged? Can attendees come to the venue or should they stay where they are?
While the storm rages on it’s best to keep your eyes on resources such as flightaware.com and weather reports to make sure you’re always up to date.
Refresh your Spanish for tropical incentive travel in 2024
The New Year brings the promise of winter ending, flowers blooming, the sun shining and warmer weather. For some destinations, this is the norm. Tropical locations offer beautiful beaches with luxury all-inclusive resorts for executive retreats and incentives, but travelers are now wanting something more. Off-site visits, cultural experiences and sustainability practices are continuing to be strong hospitality trends as we enter 2024. Smart Meetings conducted research on tropical locations that offer luxury, eco-friendly business practices and opportunities to authentically enjoy the destination. Dominating the top of the list of the most researched tropical destinations by American travelers are Spanish-speaking countries, so meeting professionals, let’s say “Vamos!” or “Let’s Go!” to these tropical destinations for executive retreats and incentives.
Costa Rica
Where to Stay
The North Pacific Riviera prides itself on its pura vida (pure life) lifestyle, and The Westin Reserva Conchal, an All-Inclusive Golf Resort & Spa embraces that mentality with eco-friendly practices to protect its surrounding beaches and forests. Spanning over 2400 acres adjacent to the beach, the all-inclusive resort promises to practice responsible energy and water conservation and waste minimization.
The Westin Reserva Conchal in the North Pacific Riviera
What to do
The beaches of Costa Rica offer much more than sunbathing on the white sand and wading in the turquoise water. Groups can organize adventurous excursions to create memorable team-building experiences against the background of paradise. One of the most popular beaches in Costa Rica is Tamarindo, a beach town offering exciting activities such as windsurfing and horseback riding on the beach.
Peru
Where to Stay
Located within the Cusco city center, JW Marriott El Convento Cusco gives both historic South American authenticity while offering the fine dining and modernity meeting professionals and event attendees are looking for. The transformation from a 16th-century convent into a luxury boutique hotel builds the bridge between a cultural experience and a modern destination.
Cusco city center, Peru
What to do
The gastronomy in Peru is one of the culinary world’s most intriguing cuisines yet it is not as widely known as its exciting food should be. In the capital city of Lima, take a tour of some of the best restaurants in the country representing influences from all of Peru’s geographical regions as well as the international influences from Spain, Africa and China.
JW Marriott El Convento Cusco, Peru
Cuba
Where to stay
The epitome of a boutique hotel, La Reserva Vedado in Havana is an old, restored house in the heart of the neighborhood with all of the culture and vibrancy one should expect from a tropical location. Respecting the history of the country and the iconic city while keeping the energy exciting, the hotel’s restaurant La Bodega de La Reserva is a fine dining experience where Cuban tradition and modern cuisine blend into delicious cuisine.
Havana’s Old Town, Cuba
What to do
The iconic classic cars of Havana’s Old Town provide a memorable group activity that will connect participants to the Cuban culture in a meaningful way. Traveling through Havana’s Old Town will take you to El Capitolio, the national capitol building, the Museo de la Revolucion and the Gran Teatro Habana, home to the Cuban National Ballet.
Belize
Tropical shores of Belize
Where to stay
Named one of the best small hotels in Belize, Pelican Reef Villas Resort offers a luxurious place to stay amongst Belize’s natural beauty on the island of Ambergris Caye, only a short distance from the island’s capital city of San Pedro. Whether you are looking for relaxation with a drink at the pool-bar, meditation with a massage on the beach or adventure with the resort’s paddleboards or kayaks, Pelican Reef offers the best of the tropics.
Pelican Reef Bay Villas Resort, Belize
What to do
Belize is recognized by “National Geographic” as having some of the most amazing caves, even recognizing Actun Tunichil Muknal as the most sacred cave in the world. Experiencing the archaeological site of ancient Mayan tools and skeletons is not inexpensive—yet small groups can have a once in a lifetime experience to connect with Belize culture on a very significant level.
Alyssa Gernazick and Lindsay Neeley
Alyssa Gerzanick and Lindsay Neeley, Conrad Orlando
Conrad Orlando expands its executive leadership team with the appointment of Gernazick as director of hotel operations. She brings over 13 years of experience in luxury hotels to oversee daily operations at the property, which will open in 2024. She has held positions from director of front office to assistant director of housekeeping at a number of resorts, including Waldorf Astoria Orlando and Hilton Orlando Bonnet Creek.
Joining Gernazick is Neeley, who will serve as director of spa, wellness and retail. She brings over 20 years of experience overseeing luxury spas, most recently as spa director at Waldorf Astoria Orlando. She is passionate about a broad range of wellness pillars, including self-accountability, nutritional awareness, stress management, physical fitness and environmental sustainability.
Darrin Griffin
Darrin Griffin, Timbers Company
Griffin is appointed as chief development officer at Timbers Company. As he oversees the company’s current expansion, including the addition of new residences and its sister brand, he will identify opportunities aligned with the brand’s expansion goals. He brings over three decades of experience in real estate and construction, and most recently co-founded HGR Construction, which he grew to $350 million in annual construction.
Lee Ann Benevidez
Lee Ann Benevidez, Visit Denver
Benevidez joins Visit Denver as senior vice president and chief sales and services officer. She brings over 25 years of hospitality industry experience, most recently serving as vice president of third-party commerce and luxury stales strategy for MGM Resorts International, Americas. At Visit Denver, she will develop, direct and execute convention and meeting sales and destination services strategies. She will also help to craft and implement organizational and destination strategy as a member of the leadership team.
Simaan Hawa
Simaan Hawa, Montage Laguna Beach
Hawa joins Montage Laguna Beach as director of sales and marketing. He has worked in the hospitality industry for over 20 years, most recently as executive director of sales at The Resort at Pelican Hill. He brings a results-driven mentality and expertise in supporting, creating and executing sales and marketing strategies for luxury Southern California properties.
Letty Canizalez
Letty Canizalez, San Diego Tourism Authority
Canizalez is appointed as vice president of sales at San Diego Tourism Authority. Throughout her over 25 years of experience in the hospitality and tourism industry, she has consistently exceeded goals and led teams across the sectors of sales, catering and events. In her new role, she will lead the organization’s hotel sales efforts and support the sales team as it engages with hotel partners.
Rachel Vague and Nathan Leonard
Rachel Vague and Nathan Leonard, Westward Look Resort & Spa
Westward Look Wyndham Grand Resort & Spa rolls out a new executive leadership team, promoting Vague to director of wellness. She will draw on her background in holistic health and experience in ancient Eastern healing modalities to direct operations of the Sonora Spa as well as all resort wellness offerings and elevating the treatment and retail experiences for guests.
Leonard will join Vague on the executive team as executive director, rooms division. He has been part of the property’s team since 2002 and has served in directorial roles in both guest services and housekeeping. He takes pride in helping his staff members to elevate their work and careers to best of their abilities.
Fantasy Greene
Fantasy Greene
The Gwen, a Luxury Collection Hotel, promotes Greene to the role of director of sales and marketing. She will oversee all sales and marketing initiatives at the property, drawing on two decades of sales experience throughout which she has been driven to consistently outdo sales expectations and KPIs. She looks forward to leading the team by fostering a cross-functional culture that increases business performance efficiency.
Alan Grant
Alan Grant, The Ballantyne
Grant is promoted to the role of hotel manager at The Ballantyne, A Luxury Collection Hotel. He has worked at the property for 11 years, most recently serving as director of food and beverage. He will now manage daily operations, mentoring a strong hospitality team as he leads staff, manages budgets, implements marketing strategies and provides overall strategic direction.
Cindy Racco
Cindy Racco, Balboa Bay Resort & Club
Balboa Bay Resort & Club appoints Racco as managing director. She will lead the property’s executive team, drawing on over 25 years of experience in the luxury hospitality industry. She spent 17 years in a number of directorial and managerial roles at several Four Seasons in Santa Barbara and served as hotel manager at Eau Palm Beach Resort & Spa. Most recently, she served as general manager of Waldorf Astoria in Park City, Utah.
Maykel Escalona
Maykel Escalona, Waldorf Astoria Beverly Hills
Waldorf Astoria Beverly Hills promotes Escalona to hotel manager from his former role as director of food and beverage. He spent two years in his previous role and demonstrated his leadership skill by implementing new systems and services standards, restructuring teams to improve alignment and initiating new marketing plans. He will now lead daily operations and mentorship of the over 400 team members and managers at the property.
“When I was little, I had this wild dream of becoming a truck driver,” says Teri Jakob, CMP. “Picture a tiny me with big aspirations of cruising cross-country, soaking in the sights, and never settling down in one place for too long.
“Fast forward to today, I may not be behind the wheel of a big rig, but boy, do I still love to drive! Life took a delightful turn, and instead of trucking, I found myself globe-trotting.”
As an adult, she stumbled into non-profit work, which later sparked her passion for event planning. She is now associate director of special events at UPMC Pinnacle Foundation.
When it comes to busy event days, she leans on her people. “We understand each other in a way no one else does,” she says. “Staying in touch with my event friends, both onsite and off, keeps me going. Getting a text mid-event from one of them wishing me luck and asking me what flavor coffee I need makes my day—and knowing they are thinking of me really makes my day. We keep each other going.”
Discovering the CMP
“I love to study, learn and try new things,” says Jakob. “I have taken a hands-on approach, diving headfirst into volunteering at countless community events, immersing myself in conferences, and tapping into the wisdom of industry leaders—both locally and nationally.”
She learned about the CMP a few years before she began to pursue it, feeling intimidated at first. “It had been a long time since I was in school, and the cost was enough to scare me off. I did not want to let myself or my boss down if I didn’t pass. I decided I would ease my way up to it,” she says. At that point, she pursued the Certified Meeting Manager (CMM) accreditation after talking to people in her Middle Pennsylvania MPI chapter. During that time, she also advanced from the role of committee member to vice president of communications for her chapter.
After continuing to gather experience, Jakob says she felt more confident. From there, she shifted her focus to earning the CMP.
Preparing for the Exam
She started by creating a study plan, broken down week by week. “Creating a study plan will keep you on track,” she says. “Finding a study group or study buddy is a huge help.” Jakob joined her MPI chapter’s study group, where she and her peers developed a detailed 12-week plan and kept each other motivated and on top of their work.
“Having my study group made all the difference. It helped to talk things through and to be held accountable when we wanted to slack off.”
She and her study group bonded through this process, she says, and they still get together regularly. Not only is it a valuable study tool, but a study group is a community of planners who support one another through the process of earning an ambitious designation and share the passion for events that inspires a person to pursue it.
Jakob also encourages taking practice tests. “I read the recommended books, The Events Industry Council Manual and the PCMA Manual and reviewed the questions in the book before doing the readings,” she says. “This way, I knew what the writers wanted me to take away from the chapters. Keep in mind that the EIC book is key—EIC guides the test, so if something in the PCMA book is different, stick with the EIC book for the exam.”
Throughout the study process, Jakob remembers, she used a flashcard app with exam questions that she would review regularly in her free time. “If I were in line at the grocery store or on the bike in physical therapy, I would be reviewing questions.”
Taking the Exam
“Have the confidence in yourself to know you can do it,” Jakob says. “Schedule your exam date early and stick to it. Otherwise, you will keep pushing it off. Hold yourself accountable to the study plan and the date you set for yourself. Study the charts and areas that the book emphasizes. Do not be afraid to talk to others in the industry that have earned their CMP for advice.”
Sitting for the exam is a long process. In addition to being a meeting planner, Jakob is also a nurse. It reminded her of taking her nursing boards, and she remembers being just as nervous taking the CMP exam.
Despite this nervousness, she passed the exam in 2021. “Earning my CMP designation has been a milestone in my career, elevating my skills and professional confidence within the events industry,” she says. “The comprehensive education and rigorous training associated with the CMP have not only deepened my knowledge but also equipped me with a skill set for success in this dynamic field.”
Where is She Now?
Throughout her time in the meetings industry, she has remained committed to staying active with her network and has annually participated in the Catersource + The Special Event Conference. This year, she will be a speaker and presenter there.
She also continues to actively work as a nurse. “It might sound like a strange combination to be an event planner and a nurse but at the root, they are so similar, in vastly diverse ways,” she says. “We are helpers, simply in different situations. Hospitality and hospital both come from the same root word.”
Her Events
As a planner, she says, “I live to fully embrace a theme…If one were to reflect upon the most splendid of events that graced my production, none would be more unforgettable than the August 2023 Soiree: Promenade on the Riverfront.”
The fundraiser event served The Women’s Behavioral Health Fund, which she describes as “a discreet yet essential endeavor assisting women through the unspoken challenges of life, from post-partum depression to the harsh realities of cancer diagnoses.”
The regency-themed event paired attendees with dance cards, and activities included waltz lessons in the ballroom, croquet on the lawn, a pop-up Modiste shop offering tiaras and a King’s Lounge offering card tables and cocktails. At the entrance, attendees were greeted by a handcrafted “Wisteria Tree of Hope” adorned with notes from patients expressing their hopes for mental health care. “Scandal Papers” from a Lady Healthspire circulated, detailing patient struggles and how contributions will help.
“The August 2023 Soiree proved not only a remarkable event but a testament to the transformative power of compassion and celebration,” says Jakob. “As you can sense, no detail was overlooked from the flowers to the food. It even included a game at the end of the night to guess who our elusive Lady Healthspire might be. It was a memorial and successful inaugural Soiree fundraising event for the UPMC Pinnacle Foundation.”
Just look at what a CMP can do!
“Here’s to a career forged in experience, adorned with hard-earned certifications, and fueled by a passion for the world of events!” says Jakob.
We love fresh starts at Smart Meetings. January is the time of calendars filled with possibilities, enthusiastic intentions and forward-looking perspectives. The team has been busy rethinking the best way to curate the inspirational, innovative and empowering nuggets of wisdom that could pave the way to a bright, shiny meetings career for you and more transformational moments for your attendees. The January magazine is the first peek at a reimagined Smart Meetings print issue designed with your needs front and center. It is big on showing and gets right to the point so you can identify the innovations that will make your life easier and more elegant. We start with quick flashes of brilliance to inspire you, move on to the tools you need now and then dive into our feature stories.
How did we know that a focus on contract tips, ways to use AI for events and a discussion about work-life balance with a seasoned and a new meetings prof were just what you needed to kick off 2024? We asked you. A focus group of working event producers along with responses to our survey helped shape everything you see this year, including a new Knowledge Exchange: webinars reinvented, our elevated Extraordinary Experiences and a fun quiz to establish your credentials as a super-Smartie.
Still delivering for you is our acclaimed What One Thing? podcast you are going to want to binge before the month is over. And we are gearing up for the biggest celebration of leaders of the year, the ninth annual Smart Woman Summit.
We are wrapping these gifts to you in a new tagline we think captures the inclusive, essential role we would like to play in your personal and professional life: “You belong here.” Our commitment to you is that we will bring you innovative ideas, authentic connections and elevated experiences all year long. Your time is valuable and we pledge to help you easily find the clarity wisdom brings so you can thrive in the most exhilarating business on the planet. You belong here.
JT Long, Smart Meetings Vice President and Content Director
In admiration,
JT Long
Vice President and Content Director
Smart Meetings
A wine trade association does a post-Covid rebrand
Like many in the world of face-to-face gatherings, 2023 was the first time in a few years that Wine & Spirits Wholesalers of America (WSWA) held its previously annual convention. Given the free time the WSWA team had, the association chose 2023 as the year to introduce a rebrand and additional changes to its event. To realize their vision, they partnered with Design Studio by Maritz.
An excited 2,449 attendees took to Gaylord Palms Resort & Convention Center in Orlando over four days, a 5% increase in attendance from 2019, according to the association. “It was great to see everyone, but also really exciting for me to see everyone experience the redesigned show,” says Kari Langerman, WSWA’s senior vice president of meetings and events, who has been with the association for more than 18 years.
Nelly
“The energy at our first show back was more than I have ever seen before. People all really enjoyed getting to see their industry peers and friends that they hadn’t seen in a while. Attendees enjoyed the new elements of our show and the closing night party with Nelly as our performer was amazing. I actually had to extend the party because everyone was enjoying it so much!”
The WSWA Rebrand
The Maritz Design Studio and WSWA teams decided to remove the term “convention” from its annual event’s name, formerly called “WSWA’s Convention & Exposition,” deeming the term “old-fashioned” and in need of something more modern and memorable. The event’s name was redubbed “Access Live,” an extension of the association’s WSWA Access, a program that connects wine and spirits producers with wholesalers via education and mentorship.
The event reinvented itself in numerous ways:
A new multidimensional show floor highlighted “neighborhoods” of segmented displays, creating a better experience for buyers.
A new digital appointment system better allowed wholesalers to create important connections.
Redesigned education sessions were experienced as short 20-30-minute bursts, many of which were on the show floor, helping maintain energy and traffic (more on that below).
Attendees used a meeting app to drive the on-site experience through interactive maps, an agenda builder, matchmaking, meeting scheduling and social media integration.
The event used Maritz’s Eight Phases of the Guest Experience (announcing, attracting, anticipation, arriving, entering, engaging, exiting and extending) during the entire process to help drive consistency.
Although the rebrand and event that followed turned out to be a success, Langerman says she found difficulty selling the rebrand to WSWA’s members. “While most of our member companies attended, many sent fewer people to see how the rebranded experience was,” she says. “I definitely expected our members and sponsors to be more excited to participate at the first show back post-Covid. We had over 1/3 of our attendees register in the last month leading up to the show. I was extremely pleased with the final turnout and feedback from attendees that they felt it was more energized and exciting than it had been in many years.”
Before this rebranded show, WSWA didn’t have much education, rather, the event had daily general sessions and 30-minute programming sessions specific to its three industry tiers: supplier, wholesaler and retailer. Langerman says that while during their previous events the opening general session drew a large audience, in general the event’s education was not highly attended. “We changed [the education] to create more 20-30-minute impactful talks on hot topics in the industry. These talks take place in the exhibit hall throughout the day. The talks help drive traffic in the exhibit hall, but also provide value to the various industry tiers.”
Lessons Learned
Langerman says the team looked at the 2023 show as the first in a five-year process to get it where they finally want it. After this “first show,” the team has seen more places where changes need to be made, like tweaking and adding more content around trends and forecasting, not having a lunch general session and instead having lunch in the exhibit hall, removing the event’s 5K and adding quiet zones and noise-cancelling pods.
“We will continue to review surveys and have conversations with exhibitors and attendees to ensure what we create is valuable for all tiers of the industry,” Langerman says. “I also have a task force that provides feedback and guidance to help ensure we develop a great show.”
Spaces to Inspire Your Next All-Star Meeting
An essential part of an outstanding meeting is an amazing location. These new and renovated venues offer the perfect canvas for the meeting planner’s creative mind. Maybe you seek a design-forward boutique hotel in the big city; or a historic seaside inn in a small village. The perfect event space is out there—read on, and maybe you’ll find it here.
Transport Your Event to the Italian Countryside
Europa Village: Vienza
Europa Village opens their newest winery, Vienza, in Southern California’s Temecula Valley Wine Country. Inspired by the Italian Countryside, Vienza emulates the charm of a small Italian village and a relaxing atmosphere. Guests can enjoy varietals from wintery Moscato d’Asti or classic summery wines like the Metodo Classico Brut, which received 99 points, double gold and Best in Show Sparkling at the 2023 California State Fair.
Onsite is a wine cave, wine making facility, barrel room and tasting room. The Mercato di Vienza is an onside Italian market and deli that offers seasonal, hand-picked items and freshly made pizza, pastas, sandwiches and gelato; it will also house the Europa Table Culinary Club, where members have unlimited access to a recipe library, chef videos and exclusive tasting menus. Visitors can also partake in olive oil tastings, cooking demonstrations and product samples.
The property offers a versatile range of meeting and event space, including the 3,500-square-foot Tuscany Ballroom and the Garden of the Sky, an outdoor garden with a large colonnade and fountain.
Dallas’s boutique luxury hotel, The Joule, has completed a renovation of its ballroom and meeting spaces. The property prides itself on its design-forward character and iconic artwork, which award-winning designer Adam D. Tihany ensured was consistent throughout all 10,200 sq. ft. of event space as he led the redesign. Navy and sage accents stand against a soft, neutral backdrop, and original art decorates tailored upscale wall coverings. Custom-designed chandeliers and furnishings throughout the space complement the new design. Corridors feature floor-to-ceiling views of downtown.
The ballroom level, located on the second floor, is accessible via a private glass elevator on Main Street. It includes three ballrooms, and two at 3,400 sq. ft. each and one at 1,680 sq. ft. It also includes three distinct meeting rooms, two of which are 471 sq. ft. and one at 772 sq. ft.
Along with the redesign comes new culinary offerings, from reception-style food stations to a build-your-own poke bar. The ballroom level now also includes a custom coffee cart serving beverages from onsite local favorite, Weekend Coffee, as well as a satellite bar of onsite Midnight Rambler.
A Breath of Fresh Air
Outlook Inn
Eastsound, Washington, a walkable, oceanside village on the San Juan Islands, is home to Outlook Inn, which just recently completed a multi-phased renovation. Its updated design draws inspiration from the landscape, with a casual, fresh elegance created by modern minimalism. The style aims to draw guests to take in the surrounding natural environment.
The renovation was centered on the Bay View Suites and the East Wing Building. The primary event space is next to the Water’s Edge buildings and can accommodate up to 80 guests. Large, sliding glass doors offer direct access to an event lawn which offers expansive, unobstructed views of Fishing Bay. Other event spaces include the onsite Chapel and its adjacent Sarah’s Garden, as well as the Victorian Room in the Historic Inn Building.
Events, meetings and conferences today are supported by digital event platforms that make it possible for companies to seamlessly connect with people across the globe and deliver more engaging and immersive experiences than ever before.
No matter the format—virtual, in-office or on-site—digital is a standard part of all types of meetings and events from shareholder meetings to user conferences to product introductions and more.
While virtual event platforms help enhance meeting and event experiences, expand audiences and provide more options for participating, marketing power in the form of pre-event omnichannel marketing strategies and post-event actions is critical for maximizing the success of these events. Here are some best practices for driving audience attendance in digital events.
Pre-event Strategies
Email Marketing
Email is a great channel for marketers to directly connect with event target audiences. For maximum effectiveness, event email campaigns should be personalized to give this outreach a better opportunity to stand out among the121 other emails the average person receives each day.
Another must for email marketing campaigns today is to make them mobile-friendly. With more than310 million smartphone users in the U.S. alone, optimizing event email campaigns for mobile will increase the likelihood that recipients will engage with the content and take action.
Marketers should also consider segmenting lists by audience (customers, prospects and partners) and conducting A/B testing to determine which subject lines are most effective in prompting higher open rates and which call to actions are more likely to drive event registrations.
Social Media Advertising
Social media channels are also key for getting digital events in front of the right audience and keeping these audiences updated on news related to the event.
Testing posts and graphics can help marketers gauge audience response and help determine the best performing content for ad spend. This testing can also increase organic reach as followers responding to compelling posts and graphics will be more likely to re-share the information with the people in their networks.
Using a specific hashtag to create a branded experience around events is also a great way to help potential attendees find more information.
Display Ads
Display ads are an excellent channel for driving top-of-funnel awareness. Advertising on third-party websites such as Google or YouTube increases visibility for the event, serving as a consistent reminder for target audiences to register. The rule of seven marketing methodology states that people need to hear about something at least seven times before they consider taking action, and display ads are an excellent way to increase the frequency of the event drumbeat.
Content Marketing
A recent survey found that93% of B2B marketers have a content marketing strategy or are planning to have one in the next 12 months. The widespread use of content marketing demonstrates that marketers are having success with this strategy. As such, content marketing can play a key role in reaching target audiences and getting them interested in signing up for an event.
Content marketing can range from long-form to short-form content or even simple repurposing of social or email content.
A long form content marketing approach allows marketers to tell the complete story of an event which presents an opportunity for a more in-depth pitch to encourage sign ups. For example, longer content in the form of a blog post can drive traffic to the company website, and with the right keywords, this content marketing effort can vault the company to the top of Google search results. Over 25% of people click on the first Google search result, so making sure an event ranks highly is critical for increasing awareness and interest.
For B2B audiences, thought leadership pieces posted on LinkedIn can help drive meaningful engagement before, during and after an event. LinkedIn has more than950 million members worldwide, allowing marketers to reach and connect with professional audiences at scale.
Driving audiences to events is more than half the battle, however, the power of digital events exists beyond the event itself. Digital events offer marketers the unique opportunity to expand ROI and continue reaping the benefits of a successful event long after the event is over.
Post-event actions
Conduct Follow-up Marketing
Once the event is over, marketers should engage with attendees to gather the appropriate permissions to continue follow-up on future events. Marketing consent tracking tools in digital event platforms can help marketers share privacy policies and terms of service and allows attendees to opt-in to hear from a company in the future.
Repurpose Video Content
Video content generated for events is often long-form and requires editing and production work to cut it down in order to leverage it on social media and other channels. For example, an hour-long webcast can be edited down into digestible 10-minute videos which can be hosted behind a gated form. Marketers can also repurpose this shorter video content into email nurture content or a welcome sequence when someone signs up for the company newsletter. Re-posting videos on social media like LinkedIn or YouTube extends the shelf life of event videos and webcasts and provides audience engagement metrics that can be analyzed to determine the topics that resonate best with audiences which can help inform future content.
Analyze Robust Data
Data tells the story of how successful an event was. Digital event platforms with integrated analytical data and reporting features are great tools for marketers to understand how events can be optimized to generate a better response from the audience. Marketers can also use these features to analyze on-demand recordings and gather analytics on how attendees watched and engaged with a presentation. This helps marketers optimize the time, date, and format of future events to drive better interest and engagement.
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Michele Dobnikar has 30 years of experience in the technology industry and is president of GlobalMeet. She is also an advisory board member with Zschool and Plumlogix.
Unique International Destinations for Meetings Small and Large
Meetings are something to get excited about. When that meeting is taking place in a sought-after destination, that excitement goes through the roof. If you’re planning for a destination corporate retreat or small meeting, or even a destination meeting for larger groups, there’s no shortage of refreshed accommodations and venues just waiting for you and your attendees.
Skyscraper Above the Sea
Wyndham Grand Ijin Busan
Wyndham Grand Ijin Busan is the first Wyndham Grand in South Korea, and an unmatched space for a chic, oceanside meeting or event. Located in the country’s second-largest city and only 12 miles from Gimhae International Airport, it’s both incredibly convenient and a unique destination meeting venue. The property offers views of the breathtaking national geo-park Taejongdae and easy access to Songdo Beach and the world-famous Jagalchi Market—the largest seafood market in the country.
271 guest rooms overlook the glittering coastline, and six event venues include a ballroom that can host 700 conference guests or 550 banquet guests. A variety of dining options include both local and international cuisines, and guests have access to a luxurious spa, a heated indoor pool and a state-of-the-art fitness center.
The Somerset on Grace Bay has officially reopened with an extensive renovation and exciting new programming. European-style architecture, lush gardens and expansive lawns cover 4.6 acres right alongside the ocean.
The property’s exterior and common areas have been updated with bright, modern color palettes that reflect the seaside atmosphere of Grace Bay and the surrounding area of the Turks and Caico’s Islands. 53 luxury one- to five-bedroom villas, ranging from 1,400 to 5,300 sq. ft. have also undergone refurbishments to include upgraded kitchen equipment, and minibars now include sunscreen and sun recovery, like soothing aloe, Liquid IV drink enhancements and ice rollers.
New programming includes in-room “Parent Survival Kits,” which include beach products and beach toys, books by local authors, coloring books and crayons, and aromatic bath salts and a bottle of wine for parents at the end of the day. The “Girls Retreat on Grace Bay” package includes a private spa experience, a catamaran sailing experience, a special cooking class and more.
Outdoor event space can host up to 170 people, and the villas are ideal for an elegant, high-quality destination meeting for small groups.
The Heart of the City
JW Marriott Hotel Mexico City Polanco
In the center of Mexico City’s Polanco District is JW Marriott Hotel Mexico City Polanco, with a now complete renovation, which began in 2021. The entrances, lobby, and 10,226 sq. ft. of meeting spaces have all been re-designed, and 269 guest rooms and 45 suites have been fully refurbished. The property also debuts brand new culinary concepts, including a bar and mezcal room.
The redesign intertwines the area’s storied heritage with its modern cosmopolitan culture and the hotel’s own luxurious experience. Its convenient location overlooks Chapultepec Park and has easy access to some of the city’s most sought-after sites, such as the Zócalo central square, the Palace of Fine Arts and the National Auditorium. The new culinary concepts have been curated to offer guests the flavors of Mexico City’s history and culture with authentic ingredients and a combination of traditional and contemporary flavors. The hotel will debut three additional culinary experiences in the coming spring.
In Meetings of the Minds, Smart Meetings brings together two meeting professionals in different stages of their career to discuss a range of hot topics in the industry.
In this discussion, Valerie Ulrich, former vice president of special events and conferences at First Republic Bank and currently a consultant for special events and conferences, and Spencer Glazer, event coordinator at Wolters Kluwer, discuss work/life balance. They went on to dive deep into how the topic fits into remote work, running events in real time and managing heavy workloads and multiple projects.
If you’re interested in this topic, watch the YouTube video of the full discussion.
Defining Work/Life Balance
Spencer Glazer
Smart Meetings: How do you define work/life balance, and why is it important to speak on this topic?
Valerie Ulrich: I define work/life balance as a coordination of the time that you spend working with the time that you take for yourself to do the things that make you happy…Especially in certain industries, the work takes control over our personal lives, and sometimes, there are no boundaries.
Spencer Glazer: Work/life balance is having a perfect in-between for the things that you enjoy doing in your personal life as well as your work, and finding boundaries to keep those things in line. I think right now more than ever, as people are working remote, it’s easier for those things to be blended.
Considering Remote Work
Valerie Ulrich
SM: How do you fit work/life balance into working remote?
Glazer: I work fully remote…It’s great to have that flexibility. But my computer is always in my bedroom. I remember when my parents used to go into the office, they would leave their computer there after 5 p.m. and over the weekend…In that respect, that can be a challenge when we think about work/life balance.
Ulrich: I love working from home. It’s my preference for a lot of reasons. I like peace and quiet when I’m working…As you said, Spencer, it gives you a better opportunity to be more balanced, and I believe that it saves a lot of time in getting ready and commuting, and you can take breaks a little differently.
SM: Does your workday end at 5?
Glazer: Our work hours are 9 to 5, but it’s pretty flexible. If you want to take a walk during the day, you can, if your time allows. That is a really nice aspect. But then there’s that other size, of, ‘Well, okay, let me write this quick email or let me just work on this quick project even though it’s 11 p.m.’ It definitely can go back and forth.
Ulrich: Each person needs to work with their own pattern of behavior to determine when to work and when to take breaks. I’m not very good about cutting it off. I feel like it’s important to do my focused work during the times when I’m really sharp, which, for whatever reason, is from about six in the morning until noon. Then I’ll start up again at about four or five.
SM: How do you manage work/life balance at events?
Glazer: I would get back to my room at 11, and work on other projects until late at night, and then have to be up way early in the morning. It was definitely a task to learn to manage that and work on setting boundaries and letting my stakeholders know that, due to being onsite, I might have a delay in response…It can be quite challenging, because that little time at night would be my only personal time, but then it got taken up by all of the other work projects I have. Finding those little moments to call family, catch up with friends on the phone throughout the day to have a five-minute break is really grounding for me.
Ulrich: Well, you’re better balanced than me. You’re correct in saying that we’re always planning the next event. I find that during those program times, especially a conference, we really have to work many extra hours to get everything done. We’re not doing our regular routine, we’re not taking our regular breaks, and we have to work a lot later.
I think that’s one thing about our industry is that we know that during those programs, we have to give up our work/life balance. But then afterwards, we can reward ourselves. When I stay at a conference, I might stay over the weekend at the hotel or spend a few hours at the spa, or go out to restaurants, or just visit and play, refresh and reboot.
Rest and Reboot After Events
Glazer: Definitely afterwards, I make time to rest and reboot myself. But I think during an event, even taking five minutes here and there, just to call my family, is really what works for me to keep that balance in place. But again, that does not make up for, maybe,16-hour days. And we can take the real break afterwards.
Ulrich: Many times, we need all hands on deck. Everybody has to be involved in putting on the linens and the glassware and the centerpieces, and there’s maybe just five minutes before you’re completely set up, and several of the people will see that it’s their break and just walk away. It’s interesting to me that they get their downtime right now, they are doing their work/life balance, but it’s also kind of frustrating.
Creating Boundaries
SM: Does it make it harder to create boundaries for yourself when you’re given nice things, such as meals and rides?
Ulrich: I believe it does, because the message is, ‘We’re expecting you to stay and work more hours, and for that, we are giving you dinner or we’re going to send you a limo.’ That type of situation prevents you from having a better work/life balance.
Glazer: When you look at companies with big offices like Google and Facebook, they have 10 restaurants right there, so you never have to leave. You can just get your food and go back to your desk. There definitely is a lot of glamor around you that they use to keep you at the office.
SM: When it comes to events, in those moments when you really don’t have time to take a break, how do you stay energized?
Ulrich: I’m lucky that I’m in a job that I don’t feel is work. It’s just my life–I make it my life. But I’m happy with that, and it energizes me. I just don’t feel like I’m really working. I want to do it, I’m excited about it, I love it. My mind is always thinking about planning the next thing, and it’s kind of hard for me to divide the two. Although I’m working, I’m really having a great time because I’m with these people that I value so much.
Glazer: The passion really drives us through. I’m fortunate to work with people I really care about, and work well with…It’s like running a marathon. You keep going, and you’re so excited to be there, and you know that there’s a prize waiting for you at the end. And working remote makes you appreciate your team even more when you’re in person.
Balancing Passion With Reasonable Workloads
SM: If you are passionate about your job, does that change how you deal with work/life balance?
Ulrich: I love that people can keep their distance from their work and not take it home. I think that’s a real gift. What I like to do for my boundaries is, first of all, I swim every morning. I do a lot of thinking while I’m swimming, and I know a lot of people aren’t going to call me during that time. Then I go on a walk and take calls. And at least once a week, I like to go to a spa. That is, to me, the best way to relax, because I can’t have my phone or laptop or any work with me, and I have to be quiet.
Glazer: It can sometimes be tricky. It’s not a super natural process, like going to school, when you have a mental space within the classroom, physically. I try to create boundaries, like for me, I log on in the morning and I try to log off at five, when my company’s workday is done…But sometimes, there are things I want to do. For me, knowing that there’s an end project is really exciting…I’m always in the mindset that something might come up tomorrow, so why not work now and get this project done. But after nine o’clock, I really try not to touch anything at all.
A colleague of mine had set in the footer of her email that she might be sending an email late at night, but that doesn’t mean the recipient has to respond right away. It stood out to me because sometimes I’ll get an email and think that it needs to be done right away. This footer is all about being courteous about people’s boundaries. Working during that time may work for the sender, but it doesn’t have to work for everyone else.
Ulrich: We have so many times when we’re emailing or sending a text. It might be the right time that I want to send it, but I’m not expecting somebody to answer it. I feel that most people know they don’t have to respond until it’s their time to respond. We can send those texts and emails whenever it’s our productive time.
Re-Thinking the Eight-Hour Day
SM: How do you compensate for working during those extra hours outside of the typical 9 to 5 in your work/life balance?
Ulrich: I might take a longer break in the day, then make up for that later. I never think about an eight or six or ten hour day. I try to get a good night’s sleep and eat healthy, and I try to find my ways to relax…You owe it to yourself. When people go on vacation, they should send an out of office notification, because I think it’s fair that you don’t respond–you don’t even look at your emails during your vacation time.
The other thing we have to acknowledge is that it’s pretty impossible for us to be really productive for more than eight hours per day. Another thing I’ve learned is that we don’t have to do everything at 100%. I’m a perfectionist, so I’ve always tried to do everything at 100%. Most people don’t notice all those little things that we think are so important. It’s really better to focus on that 80%, and get all that right.
Re-Imagining Productivity
Glazer: I think that sometimes, we’re on multiple different events or projects, sometimes, something only needs 20%, something else needs 100%. It’s about knowing what level of effort something needs. And if you try to put 100% into everything, you’re not going to have any balance.
Ulrich: Another thing I’ve learned is that it’s okay to say no sometimes. When I first started working at First Republic, I said yes to everything, and it’s almost impossible to do everything. I remember once, one day, I was asked to do something and I just couldn’t. I said no, and my boss didn’t care. He said, “Okay, I’ll give it to somebody else.” That was the first time that I learned you can say no, even to your manager.
Saying No
Glazer: Sometimes it can be hard to manage my own event and others where I’m just managing ad hoc tasks. Saying no can be a little daunting, but I know that if I take everything on, my work/life balance is going to go out the window, and my quality of work is also going to go out the window.
I also think it’s really helpful, to maintain that balance, is by asking for a deadline when someone asks me to do something. I can mark it on my calendar when something needs to be done. If something doesn’t need to be done for two weeks, and I know I have all this time, I might save it for during the workday when I’ll have time, and at night, I can have personal time.
Ulrich: I agree. When somebody asks you to do something, ask when they need it. That way you can schedule your time and have your balance. And if the deadline doesn’t work for you, you can ask them to change it, and they often can.
I also think it’s important to feel comfortable asking for help. You shouldn’t be afraid to do so, and you can avoid burnout and overload.
Lean on Your Team
Glazer: Definitely, especially on a team. Having a team can help your work/life balance, because if I’m overwhelmed, someone can help me out. And vice versa, when they’re overwhelmed, I can help them out. Everything goes hand-in-hand. We all have the same goal, so it has to get done somehow.
Valerie, I wanted to ask, is there anything you think is changing the scope of work/life balance in our industry?
Ulrich: Recently, in the past couple of years, I’m finding that management and HR departments are encouraging people to take time off. And recharge. I don’t remember ever healing that until the last couple of years, but I really value that message, and I feel like it’s happening a lot more often. Do you feel that way too, Spencer?
Glazer: I think we all realized, maybe throughout the pandemic, that time off is really important. People’s mentality, their mindset, their quality of work is all better when they have time removed.
SM: It’s interesting that work/life balance is not just about balancing between working time and living outside of work, but also about finding ways to make your working life easier and more manageable, and managing your energy during your work. How do you do this balancing act within your work?
Glazer: I think it comes down to deadline and what’s upcoming. Sometimes I have projects that I don’t need to give my 100% at the moment, and at the same time I have projects that need to be completed tomorrow. Those are the things I’m going to want to exert all the effort and time that I have. Knowing when and where to place that time is super helpful.
Ulrich: A lot of times, it depends on who is asking you to do the task. If our chairman is asking something, we should prioritize that…I think I am pretty good at prioritizing. I can hear what somebody wants and make a determination of when I need to get that done. For events, there are so many things that we have to do, so what’s first, second and third?
To Sum it Up…
Navigating work/life balance, especially when you’re as busy as an event planner, is a tricky task. Ulrich and Glazer found that it’s vital to determine how much energy to put into each task based on deadlines and its level of priority. It’s also important to recognize your own working habits and take breaks accordingly so you can capitalize on your productivity habits. Take moments to recharge where you can, in whichever ways work for you–and don’t be afraid to ask for help or say no when you know you need to.
Want some more Meeting of the Minds?
If you’re interested in this topic and want to learn more, visit our website to read the full discussion transcript, or watch the recorded discussion on our YouTube–tell us what you think about work/life balance in the comments! And stay tuned for the next Meeting of the Minds.
The Maritz Design Studio and WSWA teams decided to remove the term “convention” from its annual event’s name, formerly called “WSWA’s Convention & Exposition,” deeming the term “old-fashioned” and in need of something more modern and memorable. The event’s name was redubbed “Access Live,” an extension of the association’s WSWA Access, a program that connects wine and spirits producers with wholesalers via education and mentorship.
