Memphis

DESTINATION

READY FOR A NEW ERA IN MEETINGS

By George Seli

Acharacterful town steeped in Americana, Memphis, TN, is among the most intriguing midmarket destinations a planner can select. From Graceland to Beale Street to Mississippi riverboats, Memphis offers a variety of signature experiences that are sure to strike a chord with attendees. And while group business has been compromised this year due to the pandemic, the Home of the Blues has not been merely singing the blues in response. Instead, it has completed a major renovation of the Renasant Convention Center that will enhance the experience for groups in the near future and post-pandemic. The city has also been working to ensure that those meetings happen in line with guidance from health authorities. In short, Memphis is ready to enter a new era in meetings — one that will be defined by new health and safety practices as well as new opportunities for convention center clients.

What remains unchanged is Memphis’ affordability and logistical convenience. “Our destination is highly affordable, with many hotel options available for attendees in the downtown area at different price points, so groups can really maximize attendance for their events,” notes Malvin Gipson, Vice President, Convention/Sports Sales &

West Terrace

Riverview Terrace

Services with Memphis Tourism. And attendees will have an easy time exploring downtown, which is “highly walkable,” Gipson adds. “The legendary nightlife on Beale Street is just a mile from the convention center, with the majority of that walk taking place on a tree-lined, pedestrian-only Main Street that is brimming with locally owned shops alongside some of the best restaurants in Memphis. If your attendees don’t feel like walking, we also have bike rentals, electric scooters and even a recently restored trolley line that connects the convention center district to the South Main Arts District.”

“We are now able to offer a hotel package with the Renasant Convention Center to accommodate over 1,000 rooms on peak between just three hotels, whereas it took 10-12 hotels in the past” —Malvin Gipson, Vice President, Convention/Sports Sales & Services, Memphis Tourism

Flying into the city is also convenient, as Memphis International Airport (MEM) is located just seven miles from downtown. The logistical experience within the airport is also becoming more customer-friendly. “Our airport is nearing the end of a $245 million modernization of the main concourse, which includes the addition of moving walkways, wider corridors, larger boarding areas, higher ceilings and natural lighting,” Gipson describes. “At Memphis Tourism, we cannot wait to see the final result of this massive undertaking, and we are looking forward to welcoming more visitors to Memphis

East Meeting Room

through this beautiful new gateway to our city.”

Scheduled for January, Orgill is expected to be the first in-person group at the modernized convention center.

“We remain hopeful that in January we can get back to beginning meetings in person and working within the health guidelines,” says Dean Dennis, General Manager of the Renasant Convention Center.

Overall, a good amount of events are scheduled to take place in Memphis in the near future. “We have around 50 meetings scheduled between now and the end of the first quarter of 2021,” Gipson reports. “Most of these are smaller events that require fewer than 150 peak rooms, and around half are from our regional area.” At 300,000 sq. ft., the Renasant Convention Center is also well suited to midsized groups.

CONVENTION CENTER MODERNIZATION The $200 million investment into the Renasant Convention Center focused on creating a more flexible facility that connects attendees to the outdoors. Floor-to-ceiling windows admit natural light and afford views of downtown Memphis and the Mississippi River. “One great feature of the new Renasant Convention Center is that we have opened up the west side of the building, so delegates can finally see the mighty Mississippi rolling by during networking breaks,” Dennis notes. “And at sunset, the outdoor terrace on that side of the building is going to have particularly stunning views.” In addition, an open-air concourse now connects the facility to Main Street, affording panoramic downtown views. Flexibility is evident in the option to transform Front Street into an outdoor exhibit hall. Protected from the elements, the streetscape flows between the main convention facility and five riverfront meeting rooms.

The expertise of the designers combined with client feedback to create exciting new features for the center. “Local architect LRK partnered with tvsdesign, who are well known in convention center design,” Dennis says. “They brought a large amount of expertise in creating spaces that follow current trends. In addition, there were several sessions held with planners looking for input on design and wanted features. A focus group of users led by Lani Glancy from AutoZone assisted in defining renovation aspects.”

Groups can also look forward to reimagined F&B at the Renasant Convention Center, thanks to a collaboration with

was issued based on the consistent downward trend in coronavirus cases in Memphis.”

In addition, the convention center has become GBAC STAR accredited. “The GBAC STAR is the cleaning industry’s only outbreak prevention, response and recovery accreditation for facilities. [It is] a performance-based accreditation program that helps facilities establish a place with proper cleaning protocols, disinfection techniques

“One great feature of the and work practices in place to combat biohazards and new Renasant Convention infectious disease.”

Center is that we have opened up the west side of the building, so delegates Toward achieving that accreditation, the convention center established a COVID-19 Safety Committee, comprised of the leadership team and key personnel in the Housekeeping and Setup departments. “So far, the focus has been on best can finally see the mighty Mississippi rolling by during networking breaks” —Dean Dennis, General Manager, Renasant Convention Center CREDIT: ALEX SHANSKY practices from shared collaboration throughout the industry,” says Dennis. “The pursuit of our GBAC certification was done by the Committee, and we are proud to be certified under that program.” He adds that “While there is no guarantee of an illness-free event, we do know that planning, training and implementing reasonable health and safety measures are the best ways to protect live events and the people who create them.” the Sheraton Memphis Downtown Hotel. “They have had a Like the convention center, the city’s hotels have been recent leadership change there and Paul Wilson, the new GM, diligent in the effort to combat the spread of COVID. “Hotels brings a wealth of experience on that side and we have had all across Memphis have enhanced their cleaning protocols to several conversations on the new, creative food concepts for ensure the safety of our visitors, which we take very seriously,” the Center,” Dennis explains. “Discussions have also included says Gipson. The most salient example in the convention how we can incorporate local flavors into our menus as well as market is the 590-room Sheraton Memphis Downtown partnering with local outlets to feature their products.” Hotel, attached to the convention center via skywalk and PARTNERING WITH GBAC AND THE COUNTY HEALTH DEPARTMENT Marriott International, this hotel is following the guidance

Memphis’ meetings industry is working closely with the of the Global Cleanliness Council to make sure every guest proper authorities on mitigating the risk of COVID infection. feels welcome while staying safe, just like all of our Marriott “All of our event plans are coordinated with the Shelby County properties,” Gipson points out. Health Department to develop specific procedures/plans on Groups looking for a historic lodging experience need look a case-by-case basis to work within the restrictions, guidelines no further than The Peabody Hotel Memphis. Known as the and participant number restrictions,” says Gipson. “The Shelby “South’s Grand Hotel,” the 464-room property opened in 1869 County Health Department released a new directive in October and is listed on the National Register of Historic Places. The allowing indoor gatherings [of any size], as long as we can hotel’s 80,000 sq. ft. of function space includes venues such present a substantial social distancing plan to the Health Task as the 16,000-sq.-ft. Grand Ballroom, Executive Conference Force whereby attendees can safely congregate. The directive Center, and rooftop event space accommodating 700 attendees

featuring its own 14,675 sq. ft. of meeting space. “As part of comprehensive system for cleaning, disinfection and infectious disease prevention,” Dennis explains. “Our participation in GBAC STAR instills confidence that our venue CREDIT: CRAIG THOMPSON has the proven systems in Beale Street, home to legendary live music clubs

Elvis Presley’s Graceland Mansion

in view of the Mississippi River. “The Peabody is also a popular independent hotel for meetings and events, and they are taking the utmost precaution to protect every guest, while also ensuring each stay is enjoyable and memorable,” says Gipson. “Their team has already hosted several socially distanced events for groups of local officials, for example, proving their skill at accommodating groups safely.”

Among Memphis’ smaller hotels, one of the most distinctive is The Central Station Hotel, a Curio Collection by Hilton. Attendees staying at this 123-room property can experience an icon of the city’s transportation industry, the 106-year-old Memphis Central Station. “Our Hilton brands, like the Central Station Hotel in downtown Memphis, are all following the Hilton CleanStay program, pioneered through a partnership between Hilton and RB, the maker of Lysol and Dettol,” Gipson relates.

Overall, there are 4,000 existing downtown hotel rooms, with 2,000 more in the works — including a 500-room convention center hotel by Loews at Civic Center Plaza. The property will be Memphis’ second convention center hotel. “We are now able to offer a hotel package with the Renasant Convention Center to accommodate over 1,000 rooms on peak between just three hotels [Sheraton, Peabody and Loews], whereas it took 10-12 hotels in the past,” Gipson explains. “Loews is not selling at this time … but we do believe it will offer a great room package once complete.”

DISTINCTIVELY MEMPHIS EVENT VENUES As a city with a rich history, culture and entertainment tradition, Memphis is replete with venues that lend a memorable character to offsite events. But why not take advantage of Memphis Tourism’s deep knowledge of these venues and let the staff assist in matching them with attendee demographics and the meeting’s objectives? “Our specialty is really aligning offsite event spaces with the purpose and vision of the event. Nothing about Memphis is cookie-cutter — and we think your event shouldn’t be, either,” says Gipson. “From the National Civil Rights Museum to Old Dominick’s Distillery, from the Orpheum Theatre to Graceland, so many of the attractions that make Memphis a unique place to hold an event also offer meeting spaces that would be perfect for an offsite event.” He also cites Clayborn Temple, a Romanesque Revival church just south of Beale Street; Crosstown Arts, a venue hosting a variety of artistic performances and exhibitions; and, for planners looking for an outdoor setting, the city’s riverfront parks. “We’re in the middle of reimagining our riverfront parks, with options for outdoor receptions right on the banks of the Mississippi River.”

Following is a selection of Memphis’ most distinctive locales for offsite events:

GRACELAND Many event venues bill themselves as “unique,” but the King’s home in Memphis is truly one of a kind. Elvis Presley’s Graceland accommodates banquets and receptions within the mansion, on the grounds and even among Elvis’ car collection. The Presley Motors Automobile Museum houses the legendary Pink Cadillac, a 1975 Dino Ferrari, a 1973 Stutz Blackhawk and many more standout vehicles. Graceland offers a total of eight meeting spaces, including the 10,000-sq.-ft. Icons: The Influence of Elvis Presley Exhibit and the 10,000-sq.-ft. Graceland Soundstage.

LEVITT SHELL Elvis’ first paid performance took place at Levitt Shell in 1954, and today the multipurpose amphitheater is rentable for private events. Located in Overton Park, Levitt Shell is near Memphis Zoo and the Memphis Brooks Museum of Art — both memorable offsite event venues in their own right.

THE MEMPHIS ROCK ‘N’ SOUL MUSEUM Attendees can also steep themselves in Memphis’ musical history at The Memphis Rock ‘n’ Soul Museum. Group functions can be hosted among iconic guitars and exhibits chronicling the city’s musical journey since the 1930s. Exclusive tours are available, and live rock, blues or soul musicians can liven up the proceedings.

BASS PRO SHOPS AT THE PYRAMID Another venue that deserves to be called unique, this 32-story steel pyramid (the 10th-largest in the world) on the banks of the Mississippi River includes a 600,000-gallon aquarium, a cypress swamp with 100-ft.-tall trees, bowling alley, archery range and the interactive National Waterfowling Heritage Center.

GARDENS Lush outdoor environs are available for group events at both the Dixon Gallery & Gardens and Memphis Botanic Garden. Indoor spaces are also offered, complemented by onsite catering: the Dixon Gallery houses the Hughes Pavilion and Winegardner Auditorium, while the Memphis Botanic Garden offers Hardin

Memphis Riverboats, the ideal way to experience the Mississippi

Hall and the Goldsmith Room, both with direct garden access.

SHELBY FARMS PARK Another great choice for “close to nature” events in Memphis is Shelby Farms Park, one of the nation’s largest urban parks. The Park is home to more than 200 species of wildlife, over 2,000 acres of forestry, more than 20 bodies of water, hiking trails and an 11-mile greenline. Event spaces include the Great Lawn and Outdoor Stage, picnic pavilions, and the FedEx Event Center, which includes the over-7,200-sq.-ft. Lakeside Ballroom, two breakout rooms and a full catering kitchen.

MEMPHIS RIVERBOATS Memphis Riverboats offers five ships ranging from the 11-passenger Captain to various multi-deck riverboats with much larger capacities. It’s the best way to experience the Mississippi, and the voyage is made all the more captivating by live entertainment and historical sightseeing.

TEAMWORK THROUGHOUT THE EVENT LIFECYCLE In an age when securing meetings business can be challenging to say the least, it is especially vital that a destination’s CVB and convention center present a united front when it comes to both sales and customer service. Memphis Tourism and the Renasant Convention Center certainly exemplify that approach. “I aggressively support Memphis Tourism and our sales teams to help book business,” says Dennis. “Having both sales and operations in my background, I am actively engaged from start to finish with all our groups. Memphis is a fantastic meeting destination and I am always looking for ways to assist the efforts of Memphis Tourism and our team in enhancing our guest experiences.”

Post event, Memphis Tourism can assist planners in two respects: “Our research team can work together with planners to estimate the true economic impact of their events, so they can leverage that information in future conversations with destinations,” says Gipson. “We can also survey their attendees to gauge their satisfaction with the event, and with the overall Memphis experience.”

But the satisfaction after a well-executed event is not only on the client side. “Our entire team is focused on the No. 1 goal of exceeding client and guest expectations,” Dennis remarks. “We aim to make memorable experiences to ensure they will want to return.”

FACILITY FEATURES

RENASANT CONVENTION CENTER • 300,000 total sq. ft. • 118,000-sq. ft., column-free exhibit hall (the largest in the region), divisible into three spaces • 28,000-sq.-ft. ballroom • 18,000-sq.-ft. secondary hall/ballroom • 46 breakout rooms • The Cannon Center for the Performing Arts, a 2,100-seat connected theater