Business Journal NORTHEAST
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PENNSYLVANIA
THE REGION’S AWARD-WINNING SOURCE OF BUSINESS NEWS AND INFORMATION
July 2019 VOL. 34 NO. 7
Event planning guide: Local pros share their wisdom by Dave Gardner
Despite differing business plans, varied sales advantages and assorted operational challenges, successful vendors in the Northeast Pennsylvania event planning industry understand that, above all, they are players in the hospitality arena. More than 470 events were hosted at the sprawling Mohegan Sun Pocono complex during 2018, according to Michael Slivka, director Slivka of sales and catering. These were made possible by completion of facility’s three-phase expansion program that included construction of a hotel and convention to generate non-gaming revenue, plus evolution of the overall business plan. “We now go after businesses within a three-hour drive of the facility,” said Slivka. “The area includes Harrisburg, Philadelphia and the Lehigh Valley.” According to Slivka, cold calling as a sales tool for events is fading, as the Mohegan Sun operation receives better responses with targeted emails directed during formal gatherings such as corporate meetings and association trade shows. If the email is favorably answered, the
Mohegan sales person will create a oneon-one appointment to discuss hosting an event, thereby not wasting time on weak prospects. For success, he urged all operators within the hospitality industry to customize every event for each customer after completing the necessary homework about event expectations. This must be coupled with the ability to create networking and relationships that effectively sell, using modern tools such as virtual facility tours. “The partying, dining and golfing days are over for sales people to use because most business prospects are too busy and budgets are too tight,” said Slivka. “Often the prospective customer has a strict limit what they will spend for an event, and we therefore may customize the food options we offer.” He also reported that, to close a sale with event planning, truthfulness to the customer is paramount. If a facility operator can’t offer something, they must admit it during the sales negotiations and never lure the customer onto the property thinking something is going to happen that simply is impossible. “You must know the group and what they expect,” said Slivka. “Using this plan, we’ve achieved a 75 percent return rate for event customers.” Operational challenges that the Mo-
hegan management must face are often related to the time of year in which an event occurs. The facility maintains an on-call workforce list, usually of college students, who can be counted on to appear if needed. Tenure with the management staff is also vital. “Employee management and the creation of a strong staff also goes to relationships,” said Slivka. “Management must be visible to the event guests, see how the event flows, and immediately deal with surprises when they occur.” Outdoor beauty A unique marketing advantage for events is available at Shadowbrook Inn and Resort, as the facility is surrounded by the spectacular beauty of the Endless Mountains. A ballroom, private dinDel Prete ing room and restaurant accompany the resort’s golf course, poolside pavilion and outdoor meeting spaces, creating one of the most visually pleasing locations in the region. Ralph Del Prete, general manager, Please see Event, Page 6
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