DESTINATION

WHERE OLD MEETS NEW

Far more than ‘charming,’ St. Charles is a lively, urban river city with plenty to engage meeting attendees. BY ANNE NAGRO

ST. CHARLES OUTGREW “CHARMING” YEARS AGO. Today, “it’s a lively urban oasis where old meets new,” says Alyssa Feulner of the city’s historic landmarks, new buildings, lovely riverwalk and eclectic dining, shopping and entertainment scene.

Even better are the many ways visitors can experience the city like a local, adds Feulner, who heads up marketing for the St. Charles Business Alliance, which is helping planners tap into the town’s unique vibe.

As such, you’ll find groups touring the city’s five microbreweries, enjoying the Fox River, listening to live music in the plaza, and strolling through large-scale art installations in the park, among other must-dos.

Just as plentiful are options for private dining, high-tech meetings and places to stay. And did we mention St. Charles is a 45-minute, hassle-free drive from O’Hare International Airport and has more than 1,000 free downtown parking spaces?

MEET

“Our facilities and venues come in all shapes and sizes,” says Michelle Cianferri, the Alliance’s tourism development manager, of the many meeting spots available to planners. Large groups are drawn to the all-inclusive

The Power of Two

Earlier this year, the Greater St. Charles Convention and Visitors Bureau and the Downtown St. Charles Partnership merged to become the St. Charles Business Alliance. In addition to promoting the city as a meeting and leisure destination and organizing parades and festivals, the new organization will help connect planners and visitors with local activities and experiences.

Top: The historic Hotel Baker boasts four meeting rooms, a rose garden and outdoor patio. Bottom: Set on a 250-acre campus, Pheasant Run Resort has 293 guest rooms.

Q Center, which has 1,043 guest rooms, more than 150,000 square feet of IACCcertified meeting space on 95 acres and is known for its creative A/V, tech and events teams. “Having a successful meeting or training event is just as important to us as the client. We realize it is an investment in people,” says Jeanne Hahn, sales and marketing director for the center.

Another go-to spot is Pheasant Run Resort, with 80,000 square feet of meeting space, an expo center and 293 guest rooms. The resort’s 250-acre campus boasts championship golf courses, a theater, comedy club and more. “This is an advantage we have over other meeting facilities,” says Sales and Marketing

ST. CHARLES BY THE NUMBERS

2,212 GUEST ROOMS ACROSS 12 PROPERTIES 126 RESTAURANTS AND PUBS 27 OUTDOOR PUBLIC ART PIECES 6 MAJOR DOWNTOWN EVENTS ORGANIZED BY THE ST. CHARLES BUSINESS ALLIANCE 4 CONFERENCE AND TRAINING VENUES

Director Hal Barth of the resort’s vast options for on-site group activities and team-building. A newer spot for small groups is 210 Cedar, a renovated historic house with exposed wood beams, natural light and outdoor patio. Bring in food and beverages or stroll to nearby restaurants postmeeting. “It’s just something a little different,” says owner Karen Ramella of the space that’s ideal for workshops, planning sessions and receptions for up to 40 attendees.

STAY

A VIP favorite is the historic Hotel Baker, which mixes Old World elegance and modern amenities.

“The hotel is privately owned and takes pride of its team, whose Midwestern hospitality is clearly and immediately noted by guests,” says General Manager Rowena Salas, an owner of the boutique property.

Celebrities Jenny McCarthy and Donnie Wahlberg married here in 2014. And for the past three years, it has hosted the star-studded Golf.Give.Gala, which raises money for the Michael Phelps Foundation and local charities.

The elegant riverside hotel has 53 guest rooms, four meeting rooms and a contemporary grill and lounge, as well as rose garden, outdoor patio and boathouse. It’s a short walk to downtown fun.

DINE

Club Arcada, a “secret” speakeasy located on the third floor of the Arcada Theatre, is an iconic 900-seat performing arts center built in 1926. It offers private dining for groups of up to 150.

Top: The riverside Hotel Baker mixes Old World elegance and modern amenities. Bottom: Guests can step back in time to enjoy live jazz and Prohibition-era drinks at Club Arcada.

Get Connected

210 CEDAR 210cedar.com 630.212.7898

CLUB ARCADA clubarcada.com 630.962.7000

HOTEL BAKER hotelbaker.com 800.284.0110

PADDLEWHEEL RIVERBOATS stcriverboats.com 630.584.2334

PHEASANT RUN RESORT pheasantrun.com 800.474.3272

Q CENTER qcenter.com 877.774.8437

ST. CHARLES BUSINESS ALLIANCE visitstcharles.com 800.777.4373

“Without a doubt, we offer the best experience for parties and special events,” says Dana Petrie, marketing director of The Onesti Entertainment Corporation, which operates both the club and theater. “From the moment guests enter the Club Arcada, they are amazed by our one-of-a-kind atmosphere with the complete club decorated with 1920s décor,” she says.

Staff members dress in period flapper attire; the menu features distinctive dishes and Prohibition-era drinks. Live jazz and blues (or magic or comedy) adds to the experience. (The entire theater can be rented out for private functions, as well.)

PLAY

Unwind from meetings and explore the natural beauty of the Fox River by hopping on one of the town’s two paddleboats for a private cruise, reception or meal.

The St. Charles Belle II and Fox River Queen operate May to mid-October and offer one- to three-hour excursions, including sunset tours, for 36 on meal charters to 100 on scenic excursions. Larger groups can commandeer both vessels.

“It’s a different type of experience that you really cannot find anywhere else in this area,” says Tera Harvey, who manages cruise operations for the St. Charles Park District. “It’s a very smooth ride on the Fox River, which I think is an added bonus, too,” she says.

Boats are moored at Pottawatomie Park, a twominute drive (or 10-minute walk) from downtown.

Amy Roady,

COMMUNICATIONS DIRECTOR FOR THE ILLINOIS SOYBEAN ASSOCIATION (ISA), BELIEVES WE SHOULD ALL, MEETING AND EVENT PLANNERS INCLUDED, BE FOCUSED ON THE FUTURE OF THE STATE’S AGRICULTURE. AND HERE’S THE SIMPLE REASON: AGRICULTURE IS THE NO. 1 INDUSTRY IN THE STATE IN TERMS OF ECONOMIC IMPACT WITH THE POTENTIAL FOR IMPRESSIVE GROWTH.

According to the Illinois Department of Agriculture, about 1.5 million Illinois workers are employed in the food and fiber system, ranking it as one of the top states in dependency on agriculture. The state’s 72,500 farms utilize 75 percent of Illinois land, including some of the most fertile soil in the world. While nicknamed “The Prairie State,” Illinois is truly a land of plenty and a hub for agritourism—with some of the largest agriculture-focused events (holding the potential for major economic impact) taking place inside its borders.

In July, Global AgInvesting selected the ISA as a partner for its annual AgTech Nexus USA conference, held this year in Chicago. The event, which has also been held in San Francisco and Boston, brought together an impressive international group of investors, agribusiness executives, ag-tech entrepreneurs and farmers for discussions on the rapidly growing agriculture technology market. The Chicago event also exposed attendees to the innovations and investment opportunities surrounding the burgeoning sector that has the power to change the trajectory of the global food system.

“The value of the soybean crop coming out of the field was more than $6 billion in 2018,” says Roady. “But Illinois isn’t in the top five as far as agri-food tech investments are concerned—bringing in $182 million in 2018 compared to California’s $5 billion. By bringing entrepreneurs, investors and producers together in Chicago we’re able to convene the major players in the ag-tech ecosystem and showcase the world class assets available here.”

As Roady explains, trade, labor and markets are all being disrupted and new value is being created by ag-tech innovators working with producers and agri-food businesses. For producers there is also increasing consumer concern and scrutiny on the sourcing of their food, not to mention the continuous need to sustainably increase productivity and efficiency for growing populations. The AgTech Nexus conference featured presentations and panel discussions from industry thought leaders and forward thinkers, as well as the opportunity to gain context and clarity with exclusive farm tours and field trips. The ISA predicted more than 200 attendees, which is critical in increasing the speed of AgTech development and adoption to change the trajectory of global food production in an effort to meet the needs of a growing population.

“Everyone benefits from the connections that are formed during these gatherings of innovative minds and products and investment professionals ready to move them to market,” Roady says.

So how did Chicago earn the privilege of playing host to such an important agritourism event?

The ISA specifically reached out to AgTech Nexus USA as it’s the premier ag-tech investing event held annually in the US and it had been held on the coasts, but never in the Midwest.

“This was an opportunity to add to the efforts of others in the state

of Illinois, universities, private companies and local investors and entrepreneurs to help create a thriving environment for ag-tech here,” Roady says. “By exposing our producers to the latest innovations and helping them evaluate the value provided to their farm, we’re boosting that return on investment.”

MAKING INROADS

Another major agriculture event, the Midwest Ag Industries Exposition (MAGIE) 2019, was also recently held in the Bloomington-Normal area in August. According to Jean Payne, president of the Illinois Fertilizer & Chemical Association, MAGIE attracts approximately 2,500 attendees each year, the majority being those involved in the commercial nutrient and crop protection application and equipment business. Although most attendees are from Midwestern states, MAGIE also attracts people from Canada, the East Coast, Texas and California. For the Bloomington-Normal area the impact is significant. The exhibitors at the MAGIE show often stay for three to four full days, buy items locally for their exhibits and take their customers out to dinner locally during the show.

According to Crystal Howard, president and CEO of the Bloomington-Normal Area Convention and Visitors Bureau, the Bloomington-Normal CVB office reached out to MAGIE in 2003 to host the event at the McLean County Fairgrounds. “We were delighted they said yes and have had a great working relationship since then. MAGIE typically attracts more than 2,000 attendees, representing approximately 600 hotel rooms. This event has an estimated economic impact of $191,000 to Bloomington-Normal,” Howard says. “This includes lodging, food service, entertainment and retail. When visitors stay in our community and state they are infusing new money through the taxes they pay.”

“The Bloomington-Normal CVB has been instrumental in us moving the MAGIE show from Danville, Illinois, where we had been for 20 years, to Bloomington in 2004,” Payne says. “They’ve helped sponsor the event’s exhibitor welcome party and provide information about the local area to our show attendees. They also assist with coordinating with hotels to assure reasonable accommodations for MAGIE attendees.”

For Howard, agriculture-related events in central Illinois continue to be educational due to consistent new technology. “Our location also plays a role in boosting attendance,” Howard says. “Our community benefits as do

Now in its 66th year, the annual Farm Progress Show draws a crowd of roughly 160,000 attendees.

other central Illinois communities.”

The annual Farm Progress Show, the nation’s largest outdoor farm event, hosts more than 600 exhibitors displaying new farm equipment, tractors, combines and farm implements; seed and crop protection products; and many additional farm supplies and services each year. Entering its 66th year, the show—which draws roughly 160,000 attendees over three days—was recently held in Decatur, Illinois.

As Matt Jungmann, director of trade shows at Farm Progress, explains, producers from the U.S. and around the world attend this industry-leading agricultural event. Ag manufacturers and suppliers from across the country and around the world are exhibitors. Field demonstrations are a show mainstay and include side-by-side tillage techniques, GPS and precision equipment, and tractor and combine performance comparisons. Live cattle-handling demonstrations include the newest cattle chutes, equipment, animal health products and work techniques when the event is held in Boone, Iowa. Additionally, the show features restored antique machinery and entertainment.

“The three-day event provides an unparalleled learning opportunity for producers to keep up-to-date on the newest agricultural equipment, products, services and technologies,” Jungmann says. “A wide variety of marketing, management and production seminars are also available to attendees.”

The Decatur Area Convention & Visitors Bureau works with the Farm Progress Show by taking care of international visitors and all of their needs as well as hosting various exhibitor receptions.

“This show is an amazing event for not only the Decatur/Forsyth area, but surrounding areas as well,” says Teri Hammel, executive director of the Decatur Area CVB. “With over 9,000 room nights around the area it touches communities like Champaign, Bloomington, Springfield, Shelbyville and Monticello as well as Decatur and Forsyth. At the 2018 show we had an excellent year with an increase of around 7 percent growth over prior years, with final attendance around 181,000.”

The Decatur CVB facilitates a vendor dinner with sponsorship from the City of Decatur and The Village of Forsyth. They also host an international visitor area with phone charging stations, refreshments and information on locations within the show as well as interpreters provided by the University of Illinois and some locals from the Decatur/Forsyth

With more than 2,000 annual attendees MAGIE makes a significant economic impact in the Bloomington-Normal area.

THE BLOOMINGTON-NORMAL CVB HAS BEEN INSTRUMENTAL IN US MOVING THE MAGIE SHOW FROM DANVILLE, ILLINOIS, WHERE WE HAD BEEN FOR 20 YEARS, TO BLOOMINGTON IN 2004. THEY’VE HELPED SPONSOR THE EVENT’S EXHIBITOR WELCOME PARTY AND PROVIDE INFORMATION ABOUT THE LOCAL AREA TO OUR SHOW ATTENDEES. THEY ALSO ASSIST WITH COORDINATING WITH HOTELS TO ASSURE REASONABLE ACCOMMODATIONS FOR MAGIE ATTENDEES.” —Jean Payne, PRESIDENT OF THE ILLINOIS FERTILIZER & CHEMICAL ASSOCIATION

area. “We help with transportation from the Village of Forsyth Mall to and from the show as well as one from downtown Decatur,” Hammel says. “Embassy letters are sent assisting international guest attendance for the show as well.”

The Farm Progress Show is a huge economic impact to the entire state. Before and after the show visitors travel throughout the state to make the most of their trip, especially if they are traveling from other countries.

“We’ve had guests attend from as many as 59 different countries,” Hammel says. “We use a per-room night formula for visitors, and it’s guesstimated that for 9,000 room nights more or less, it is close to $2,160,000 for a hotel room, a meal and a tank of gas, and that’s not counting the rooms used to build the location in the month before the show or the time it takes to tear it all down.”

BENEFITS AND CHALLENGES APLENTY

Meetings and events that bring new technology to the agri-food space are also proving to be critical for consumers—from both a supply and quality standpoint.

“Rural communities in the Midwest are supported by agriculture—a trade show that keeps their growers on the cutting edge and profitable is critical to the entire rural economy,” Jungmann says.

Roady agrees. “We’re feeding and clothing 7.7 billion people globally now, and need to be able to feed and clothe an estimated 9.7 billion people by 2050,” Roady says. “There’s no new ground to tread, so we need to increase production and reduce waste while minimizing environmental impacts.”

What’s more, nutrition is a personal issue for consumers, so transparency in how food is raised and brought to the table is increasingly important.

“Expectations remain high around appearance, taste and ingredients, but nutrition and sustainability considerations continue to gain importance,” Roady says. “By providing influencers and others in the agri-food space with early exposure to new concepts, we can do a better job of building trust in how food and ingredients are grown and raised.”

The impact of agritourism is top of mind for many meeting and event planners. For instance, the value for attendees of AgTech Nexus USA is always the top consideration. Planners evaluate such things as: What can be offered in Illinois that may not be available to agri-food tech investors and entrepreneurs at other venues? One focus Roady and her team have for this particular event is the producer, namely the farmers who attend.

“Technology development and adoption can be accelerated with early input from producers and AgTech Nexus is in a location and held at a time of year that allows the farmers to contribute,” Roady says. “We’ve found there’s this tremendous opportunity to pull people together in Chicago to explore ag-tech. It’s ideally situated with soybean production just down the road and leading industry innovators down the street.”

As with any outdoor show, weather is a top challenge for events like MAGIE. “Our attendees, being in the agriculture sector, are never afraid of weather no matter what it is and they religiously show up at MAGIE rain or shine, wind or humidity,” Payne says. “Our relationship with the CVB and with McLean County Farm Bureau, who owns the fairgrounds, ensures the show runs very smoothly.”

Like most meetings and events, identity can be crucial when it comes to planning ag-related shows, which Payne says can help set an event apart from the wide variety of agfocused and farm-type shows out there.

“MAGIE is geared toward the commercial application industry, so those attending are among peers and feel comfortable networking and being among each other,” Payne says. “That’s what makes MAGIE unique—it celebrates the hard work of the commercial applicators and those who supply them with the equipment and technology to do their jobs to the best of their ability.”

At the Farm Progress Show, which draws producers, manufacturers and suppliers from around the world, field demonstrations are a mainstay.

ON THE HORIZON

As a strong agricultural state, Illinois is also uniquely united in terms of its agricultural “culture.” Payne believes the future for shows like MAGIE remains strong, so long as they remain true to their mission and the intended audience.

“MAGIE also has unique features like our ‘ride-and-drive,’ which allows attendees to go to the companies that make large application equipment that is used to apply fertilizer and chemicals, and they can sign up for a ride demo, so they get to actually drive the equipment and test out the features,” Payne says. “Everyone needs to feel good about the industry they are working in, and MAGIE celebrates the employees who operate the application equipment day in and day out.”

Hammond stresses that many great people believe in the future of agriculture in the state of Illinois. “With new programs and great partners like Richland and University of Illinois along with the state’s many farmers, agriculture is alive and thriving,”

Get Connected

AGTECH NEXUS USA | atn.highquestevents.com

BLOOMINGTON-NORMAL AREA CVB visitbn.org | 309.665.0033

DECATUR AREA CONVENTION & VISITORS BUREAU | decaturcvb.com | 217.423.7000

FARM PROGRESS SHOW farmprogressshow.com | 630.524.4447

ILLINOIS FERTILIZER & CHEMICAL ASSOCIATION ifca.com | 309.827.2774

ILLINOIS SOYBEAN ASSOCIATION ilsoy.org | 309.663.7692

MAGIE 2019 | ILLINOIS FERTILIZER & CHEMICAL ASSOCIATION | ifca.com/magie | 309.827.2774

THREE INDUSTRY EXPERTS TALK SPENDING TRENDS, NEW LINE ITEMS AND BOOSTING ROI ON A BUDGET.

BY MEGAN GOSCH

As with most facets of the meetings and events industry, the art of managing an event budget is a true balancing act. And while it’s easy to get wrapped up in the nitty-gritty, Eventbrite revealed a pleasant surprise in its 2018 Pulse Report (which surveyed 1,200 planners), finding that event budgets overall appear to be on the rise. But where exactly are those budget dollars going these days and how can planners best spend to craft memorable moments? We spoke with three industry experts about spending trends, new line items and tips for boosting that ever important return on investment (ROI).

HOW HAVE YOU SEEN BUDGETS CHANGE OVER THE LAST FIVE TO 10 YEARS?

DS: I’ve seen the biggest shift from the audio-visual side. Booking A/V used to mean lists and lists of equipment you’d need. Now, you’ll need much less equipment, but a bigger percentage of your budget is going to making sure you’re working with highquality equipment and skilled technicians. You’ve also got to account for service charges (sometimes between 20 and 30 percent) hotel or venue fees, and, of course, Wi-Fi—a major budget buster.

KE: It used to be enough to produce a beautiful, eye-catching event, spending big dollars on décor, but now clients are focused on making their event stand out in terms of social interaction and unique experiences. Gone are the days of the huge branded parties. Clients are leaning toward smaller, intimate events with a high-quality guest list, rather than the 300-person corporate event. Driving ROI and extending the reach of your event past those four walls has become the focus and clients are spending just as much, if not more, on smaller, more curated events, but they’re seeing a payoff with more engagement post-event from that smaller group.

SFB: The event landscape has gone through an incredible shift and a huge driver of that’s been the brands and corporate clients that have started to look at events as an extension of their marketing opportunities, helping people touch, feel and experience their products outside of the digital world. There’s also been a huge shift away from that cookie-cutter, one-size-fits-all mentality and the flow of events has changed. Clients are now more willing to explore different formats and experiment with those experiential elements and activations, which can account for a lot of your budget dollars.

DANA L. SAAL, CMP, CAE, a past president of the Illinois Society of Association Executives and volunteer for the Senior Planner Industry Network (SPIN), has worked in the association meeting industry since 1986. Saal retired from planning at the end of 2017 to coach, consult and guide clients on association events.

KELLY ELLIOTT has worked in the event industry for 10 years, mastering the ins and outs of catering, sales, client management, technical production, scenic design, and more with Event Creative and Total Event Resources before founding SOPRICO, a Chicago-based company specializing in event production, design and experiential marketing for social, private and corporate events.

As chief creative officer of The Revel Group, SARAH FINLAYSONBANASIAK oversees the creative and marketing strategies for the company’s affiliate brands including Revel Global Event, Revel Decor, Revel Space, Spotlight Chicago and Limelight Catering. With nearly 20 years in the events industry, she works closely with her team to deliver innovative event concepts, brand development and marketing strategies.

Revel Global Events incorporates hot air balloon trays to capture guest attention.

WHERE ARE EVENT BUDGET DOLLARS GOING THESE DAYS? WHERE ARE YOU INVESTING OR SPENDING THE MOST?

DS: Working with associations usually means working with a tighter budget, and I’ve always been a frugal planner. I don’t spend on things I don’t feel will provide clear value or change the attendee experience dramatically, so I’m usually not spending budget dollars on items like centerpieces, but I’ll always spend on quality A/V and F&B because that’s where the guest experience is enhanced. It’ll always be pricey, but the food will be delicious and served well and you won’t be running into hiccups that could distract from your actual event content.

KE: We’re trying to make events that are engaging and memorable, so most budget dollars are spent making sure we hit the mark there. In my experience, unless you’re really going to invest in F&B that’s truly unique and exciting, it’s not as important—but entertainment, technology and any interactive elements we can include are going to be at the top of the list. Things like branded photo backdrops or shareable moments and experiences they can’t have elsewhere— from private dinners with a Michelin-starred chef to woodworking workshops or a custom fragrance-making experience— are worth the investment to draw attendance, capture attention and help your event stand out from all the noise.

SFB: Custom is king. The majority of our clients are looking for custom-built and customdesigned pieces, graphics and large installs— things that don’t feel like generic rental items. Clients have also been more willing to spend on things like lighting and A/V where you can get so much bang for your buck by enhancing your event design and experience. Everyone’s looking for ways to engage their audience without making them feel they’re being sold to and creative food, drinks and entertainment have become an amazing way to experiment with that. These days we’re investing in innovation on the catering side to excite attendees visually and engage all of the senses for a fully immersive experience they won’t forget.

WHERE ARE YOU GENERALLY SPENDING LESS? WHAT’S THE FIRST LINE ITEM TO BE CUT?

DS: It depends on the industry and event, but for my clients it’s paid speakers. Highly skilled paid speakers are valuable and draw a better crowd, but the budget’s not there. Years ago, I might have been working with a speaker budget in the $50,000 range, allowing us to hire a keynote speaker and breakout session speakers and cover things like travel and other expenses, but that was a different era. These days clients are grabbing for every penny and they might be able to find a volunteer to donate their time for the good of the organization to share their expertise.

KE: In my experience, we’ve found ways to adjust the F&B or A/V away from things like ancillary lighting to free up budget dollars. Everyone wants to eat and drink, but we’ve found that as long as everyone is fed and you’re creating other interactive or “wow-worthy” touch points in line with the event goals, your attendees will be happy and satisfied.

SFB: We’re seeing less of a spend on items like basic printed programs that clients may have always included in the past, but weren’t providing much value beyond the event, and instead using those funds for something more memento-based that guests can keep. We’re also seeing a shift from small details like linen, primarily because clients are going toward a more residential, high-end look and feel. Linen elements are still included, but we’re seeing people move toward items like custom black acrylic dining tables or highboy designs that don’t necessarily require linen.

WHAT ARE YOUR GO-TO STRATEGIES FOR BOOSTING EVENT ROI ON A BUDGET?

DS: With association events, one of the biggest challenges can be netting attendees so you do need to answer that question of “what’s in it

Limelight Catering passes custom-made flatbreads as a nod to Willy Wonka for a creative take on bread service.

for me?” Attendees need to know what they’re going to walk away with so communication is key. I coach my clients to have a clear message from the get-go. They need to know the purpose of their event and communicate that value early and often. Taking full advantage of tools like mail merge or the art of a strong email subject line go such a long way without any additional spend. Personalization can also make a big difference without necessarily requiring a larger budget. At past events I’ve taken topics attendees wanted to hear about and turned them into roundtable discussions so that guests could sit at tables where they wanted to learn more or had advice to offer on a given topic and could come away with information personalized to them. Clients have also invested in very nice, quality giveaway items attendees could “shop” for rather than general swag so that spend would be more memorable and more personal to the attendee’s interests.

KE: Driving ROI is a major focus these days and making sure clients are investing in the design and management of a solid communication plan—along with making sure the event tells a consistent, cohesive story—gives those wow-worthy moments a rocket boost. I think there can still sometimes be a mentality of events being a one-and-done expense, but with a strong communication strategy you can begin building those relationships with attendees well before event day and continue to see those results and relationships last long after the event has ended. It takes time and strategy on the front end, but it’s also a major value you can bring to your clients.

SFB: There are elements to every event you can optimize for ROI, but our team also sets aside time to do a lot of creative concepting, trend forecasting and build-out. We’re taking trends like CBD-infused cocktails, talking through what’s on the horizon and testing them out so that when we go to roll them out, we know what they need to look like, taste like, any challenges involved, etc. That, paired with the pricing system we have in place, allows us to price things down to the minute detail. Knowing those true costs allows you to be more creative and see where you can amp things up or trim down to maximize the impact of those budget dollars.

GET CONNECTED

THE REVEL GROUP therevelgroup.com | info@therevelgroup.com

SAAL MEETING CONSULTING saalmeetings.com | dana@saalmeetings.com

SOPRICO soprico.com | hello@soprico.com