Sacramento

Tower Bridge across the Sacramento River

ENHANCED CONVENTION CENTER SERVES AS THE GATEWAY FOR GROUPS TO EXPERIENCE CALIFORNIA’S CAPITAL

By George Seli

or many planners engaged in site selection,

Fconvention center size and quality is a make-orbreak feature of a destination. They certainly want great hotels, recreation, dining and other elements that enhance the experience for delegates. But the focal point of meetings is business, and the stage for business is often the convention center. That facility must be able to comfortably accommodate the group in easy-tonavigate surroundings, and provide optimum service in F&B, technology and other areas.

Prior to its convention center upgrade, Sacramento was already well positioned in the meetings market. The city offered diverse free-time options for attendees, along with an affordability that benefitted both attendees and the host organization. “So many of our planners want to offer their delegates a West Coast experience, but the price point and crowded market can be deterrents,” says Sarah Atilano, Chief of Strategy & Market Growth, Visit Sacramento. “Sacramento offers the best of what you’d expect from a California destination — great weather, fantastic food options, walkable streets, plenty to see and do — but we also offer the approachability and accessibility that you’d expect from a smaller town. It’s sort of the best of both worlds.” Now, with the renovation and expansion of the Sacramento Convention Center, Sacramento has a “big town” convention center that will allow larger groups to take advantage of all the attractive features Atilano cites. Rebranded the SAFE Credit Union Convention Center, the facility is complemented by the SAFE Credit Union “Sacramento offers the best of what you’d expect from a California destination — great weather, fantastic food options, walkable streets, plenty to see and do — but we also offer the approachability and accessibility that you’d expect from a smaller town.” —Sarah Atilano, Chief of Strategy & Market Growth, Visit Sacramento

Performing Arts Center (formerly Community Center Theater) and the Memorial Auditorium. The three venues make up the SAFE Credit Union Convention and Performing Arts District, which affords multiple options for group gatherings beyond the convention center.

The debut of the completed convention center, which took place on June 2, 2021, comes at a time when the COVID-19 vaccines have prompted more groups to plan to meet again in person. But the project was in full swing throughout the worst of the pandemic, with no halt to construction since beginning in December 2018. “From a meetings standpoint, we were encouraged to see construction on the building going throughout the pandemic. That has allowed us to be prepared for recovery and to keep meetings safety top of mind when the industry makes its full return,” explains Mike Testa, President & CEO, Visit Sacramento.

Part of that preparation was to achieve GBAC STAR certification for the convention center, along with the SAFE Credit Union Performing Arts Center and Memorial Auditorium. “We continued [throughout the pandemic] with the synergy among the team to accomplish the certification,” says Matt Voreyer, General Manager of the three venues. That team includes the service providers to the convention center — Centerplate, Smart City and Encore — as well as public officials. “We didn’t let our foot off the gas; we continued doing

business as usual. And with the support of the mayor and City Council, we had tremendous support from our public officials to get us across the finish line, to where we are today,” says Voreyer about the largest building enhancement project during his 22 years with the facility.

At a press conference on Aug. 8, 2019, Sacramento Mayor Darrell Steinberg discussed the value of the facilities’ new partnership with SAFE Credit Union: “We can be proud that one of our leading city cultural assets will be branded with the name of one of our leading Sacramento businesses. Our deal with SAFE Credit Union will also produce $23 million for us to use on the convention center and other projects that will make downtown Sacramento even more of a destination.” A BRIGHT OUTLOOK FOR SACRAMENTO MEETINGS Since its inception, the convention center project has helped to bolster the city’s future meetings business. “Interest in Sacramento has been high really since 2019, when planners first learned about the new SAFE Credit Union Convention Center coming in 2021,” Atilano relates. “So, 2022 has been a packed year for us on the calendar for quite some time, but now we are definitely hearing from more groups who had to cancel in 2020 and are looking to find space with us next year.”

SacAnime, Sept. 3-5, 2021, is the first convention hosted in the new facility. The semiannual, three-day anime convention is the sister convention to the Sacramento Comic, Toy and Anime Show and Bak-Anime. “We’re excited to welcome back SacAnime over Labor Day Weekend, along with League of California Cities in September,” says Atilano. “The California Almond Board will also be back with us this fall, and then our largest event, the Unified Wine and Grape Symposium, will return in early 2022.” Thanks to the convention center’s expanded exhibit space, the Almond Conference was able to add more exhibits, while the Unified Wine and Grape Symposium was able to extend its program and keep the conference in Sacramento.

The Unified Wine and Grape Symposium is among the food and agricultural meetings that are increasingly finding a home in Sacramento. Testa explains the destination’s appeal for events in that space: “Meeting planners and organizations in the food and ag space are very interested in convening in Sacramento because of our proximity to the Capitol, our surrounding 1.5 million acres of active farmland, nearby UC Davis and Sacramento State, and the innovative and vibrant culture around food innovations here. We see that [sector of the city’s meetings business] growing more and more into the future.”

SAFE Credit Union Convention Center

Golden 1 Center

2019 Farm-to-Fork Festival

THE STATE OF COVID SAFETY PRECAUTIONS Testa reports that the clients returning to the expanded SAFE Credit Union Convention Center are “excited to bring their guests to a new building that is in a city and state that have taken COVID-19 seriously.” He explains that events in the State of California “must adhere to state public health mandates, which currently pertain to ‘mega events,’ defined as those with indoor capacities of 5,000 or more attendees, or outdoor events with 10,000 or more attendees. For such events, attendees must confirm proof of vaccination or a negative COVID-19 test in order to attend. Convention planners, together with the City of Sacramento, continue to work together to adhere to any evolving public health guidelines for group gatherings.” In addition, many Sacramento hospitality businesses have taken the Sacramento S.A.F.E. Pledge to implement best-in-class health, safety and cleanliness practices. This program further assures conventioneers that contagion prevention is top of mind throughout the city.

The health and safety precautions continue at the convention center. “We have signage throughout the exterior and interior of the building reminding folks to hand wash, along with touchless water features with hand soaps and towel dispensers,” says Voreyer. “We also have staff available to continue monitoring and wiping down escalators, elevators and meeting rooms, pre and post. We will not be setting up any buffets; [the F&B] will all be hand distributed by employees. I think with the Delta Variant this will be a protocol in place not only in Sacramento, but throughout the country until this virus is behind us.” INSIDE THE CONVENTION CENTER PROJECT The $245 million renovation and expansion of the Sacramento Convention Center is sure to maximize ROI because it was guided by input from clients. “The City of Sacramento and the architects, Populous, centered the expansion and renovation directly around clients’ feedback and changing needs,” says Atilano. “So it’s rewarding for our clients to see the enhanced open exhibit space, new secondfloor ballroom, outdoor activities plaza — all of the things they had on their wish lists.”

The 15,000-sq.ft. outdoor plaza is “We listened to clients in terms of adding signage and wayfinding throughout the [convention center]. … It really helps the attendee experience by having clear, concise navigation aids.” —Matt Voreyer, General Manager, SAFE Credit Union Convention Center 503-room Sheraton Grand Sacramento Hotel, with 19,300 sq. ft. of meeting space. Thousands more hotel rooms are in walking distance. What is more, “all of our nearby convention hotels have utilized the downtime in the pandemic to upgrade guestrooms, facilities and amenities,” Atilano points out. “So beyond the new SAFE Credit Union Convention Center, planners will find an upgraded hotel product as well.” Among the new hotels in Sacramento are the 105-room Fort

especially appealing, as it allows clients to take advantage of Northern California’s great weather. Similarly, a covered 7,100-sq.-ft. veranda features lounge furniture for guests to sit and chat with colleagues. Those inside will also appreciate the sunny environment thanks to floor-to-ceiling windows added throughout the facility. In addition, “we listened to clients in terms of adding signage and wayfinding throughout the building,” Voreyer says. “In the old building, people could get confused quite easily. So it really helps the attendee experience by having clear, concise navigation aids.” Traffic flow is also improved with new North, West and East lobby entrances that are color-coded blue, green and gold to capture Sacramento’s rivers, agriculture and Gold Rush, respectively. The new layout’s division between exhibit space on Level 1 and the ballroom and meeting space on Level 2 also assists the navigation of the facility. Great service is also integral to the attendee experience, and clients of the SAFE Credit Union Convention Center are assisted by a highly attentive staff — including the general manager. “I’m a very hands-on GM,” says Voreyer. “It’s not uncommon for me to be walking the show floor, or to attend pre-con meetings and many of the events through to the closing gala. I work with the client even when they arrive on a site visit, and work very closely with Visit Sacramento on planning those visits.” A FORWARD-THINKING HOTEL INDUSTRY The expanded convention center may soon be complemented by an expanded guestroom inventory. “We’re in discussions with a hotel that could be built behind the convention center that would add into the convention block,” Voreyer says. As it stands, however, Sacramento is well stocked with guestrooms in proximity to the convention center: Directly across the street, groups will find the 505-room Hyatt Regency Sacramento, with 27,000 sq. ft. of meeting space, and the

Sutter Hotel, under

Hilton’s Tapestry

Collection, and a 172room Hyatt Centric,

located next to the Golden 1 Center. Both have space for small group functions. The Fort Sutter Hotel offers over 1,800 sq. ft. of indoor and outdoor event space, while the Hyatt Centric (scheduled to open Sept. 21) has more than 2,500 sq. ft. of function space, including a sixth-floor terrace. A TASTE OF SACRAMENTO While there are a variety of offsite attractions and activities for conventioneers in the city, exploring the food culture in “America’s Farm-to-Fork Capital” is a must. “Sacramento’s food scene has quietly become one of the hottest on the West Coast,” Atilano asserts. “Chefs from all over the country are still flocking to Sacramento, which has been in the Michelin guide since 2019.” There are fantastic food options on almost every corner, and they really center on fresh ingredients from our surrounding 1.5 million acres of active farmland. Planners and delegates can even shop alongside the chefs at some of our daily farmer’s markets.” Among the many options for group dining, she highlights Mulvaney’s B&L in Midtown; Ella Dining Room and Bar, located just a few blocks from the convention center; and Camden Spit & Larder, “where Executive Chef Oliver Ridgeway mixes the flavors of his youth in London with California cuisine.” Testa adds that “It’s a little-known fact that some of Northern California’s best wines are coming out of the Sacramento region. So a trip to a spot like award-winning Bogle Vineyards — located just 15 minutes outside of downtown — is always a great way to spend an afternoon.”

A scenic area for dining as well as shopping and sightseeing is the Old Sacramento Waterfront, a 28-acre National Historic Landmark District and State Historic Park that is located along the Sacramento River. Here, delegates can explore dozens of recreated or restored buildings from the Gold Rush era. Other period elements include wooden sidewalks, horse-drawn carriages and living history characters. “From a meetings standpoint, we were encouraged to see construction on the [convention center] going throughout the pandemic. That has allowed us to be prepared for recovery and to keep meetings safety top of mind when the industry makes its full return.” —Mike Testa, President & CEO, Visit Sacramento The Kitchen, a Michelin-starred restaurant

Another aspect of Sacramento’s history can be experienced at the California

State Railroad

Museum, which offers several indoor and outdoor rentable event venues, such as the 700-capacity Museum Roundhouse and two theaters. Private events can also be held at the famed Sacramento Zoo, with options including everything from a full zoo rental to rentals of various lawns, courtyards and groves. A new offsite event option is the artfocused park with gallery and event space being developed at Crocker Park, located across from Crocker Art Museum. SUPPORTING SACRAMENTO TOURISM Like many destinations, Sacramento had to make a special effort to support its hospitality businesses during the pandemic, and Visit Sacramento played a major part in that effort. “We had to shift and encourage our own residents to support our hospitality businesses,” says Testa. “The team leveraged our strong local following on social media to launch several campaigns SELLAND FAMILY aimed at locals: ‘Travel in Place’ encouraged staycations, while ‘Tower Bridge Dinner To Go’ spun our most popular in-person event into a takeout program with 100 percent of the proceeds going to local restaurants. We also relaunched our podcast specifically to showcase the businesses doing good work throughout the pandemic. The result has been that we now have an even stronger and more engaged local base of support for our hospitality businesses that we can continue to reach out to even in recovery.”

Thanks to that local support, the city’s hospitality infrastructure is still strong and ready to welcome visitors in a new era of tourism. And with a major upgrade to the convention center, Sacramento’s hospitality businesses can look forward to increasing support from incoming meeting groups. Planners do well to consider this classic California destination, which has emerged from unprecedented challenges with a major new offering for the national meetings industry.

FAST FACTS

SAFE CREDIT UNION CONVENTION CENTER

• 240,000 sq. ft. of programmable space • 160,000 sq.-ft. contiguous exhibit hall • 80,000 sq. ft. of meeting space • 37 breakout rooms • 22,000 sq. ft. of outdoor space (including new, programmable activities plaza) • A refreshed and modern design with an abundance of natural light • LEED Silver certified • Centerplate – exclusive food/beverage provider • Smart City – exclusive telecommunications provider • Encore – exclusive rigging/preferred AV provider