Texas Meetings + Events Spring 2023

NATURAL PARADISE PLANNERS FLOCK TO THE BUCOLIC HILL COUNTRY

MORE THAN LONGNECKS POUR ON THE FUN AT CRAFT BREWERIES

THE GREAT

EMERGING TRENDS TO MAKE EVENTS A BREEZE

Also inside: GOLF GUIDE

Dallas visitors are greeted whimsically by one of The Traveling Man Sculptures.

SEE FOR YOURSELF WHY EVERYONE IS TALKING ABOUT AUSTIN, TEXAS.

With world-renowned restaurants nearby, 12,000-plus hotel rooms within a two-mile radius of the facility, and iconic music venues just a short walk away, there is no better place to host your next event than the Austin Convention Center.

MAKING YOUR VISION OUR MISSION

Located in the heart of downtown Austin, Texas

150+ nonstop flights to Austin from 95 destinations

Austin-Bergstrom International Airport named Top 10 Best Airport in the U.S. by Condé Nast Traveler three years in a row

100% CLIENT SATISFACTION

Our service-first culture, with an all in-house staff, takes ownership of the guest’s entire experience. As a result, 100% of our clients would like to return for their next event based on survey results.

TECHNOLOGY

With our cutting edge technology, customized network solutions and complimentary Wi-Fi throughout, we are ideal for many events with detailed and substantial technology needs.

BY MITZUKO BYRES

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txmeetingsmags

Home Sweet Home

» DURING A TRIP TO ENGLAND when I was a kid, a store clerk asked if I rode a horse to school since I was from Texas. I hated to disappoint him, but I rode my bike like many American kids. We might not all ride horses— or even like barbecue—but Texans do have their own flair. Maybe it’s the fact that we used to be our own republic, which is still a source of pride for some. Maybe it’s because of the whole everything-is-bigger-in-Texas idea—our state capitol building is the largest in the country, we have the highest speed limit at 85 mph (on state Route 130 outside Austin), and we’re the second largest state after Alaska. Texas is so big, in fact, that there’s a clause in the 1845 annexation agreement that allows us to split into five different states, if we so please. (Don’t get us started on this one.)

Whatever the reason for its distinction, Texas is a unique place to call home, full of diverse people and differing opinions—much like your own state, I’d imagine. As a native Texan, I’ve lived all over the state and traveled to all our major cities and many of our small towns. I’ve camped in Big Bend National Park, hiked in Palo Duro Canyon State Park, sweated through the summer in Houston, enjoyed the view down Congress Avenue from the capitol steps, watched tornadoes form on the horizon in Lubbock, and walked barefoot at various spots along the Gulf Coast from the Bolivar Peninsula down to South Padre Island. Today, I call the Dallas-Fort Worth metroplex home.

As the new editor for Texas Meetings + Events, I’m proud to reintroduce you to our state. We’ve had our ups and downs, but with 25 million people, you’re bound to find a friendly face and a glass of iced tea around most corners.

In this issue, you’ll discover what’s new with event venues in Texas, from outdoor havens to authentic experiences that take meetings beyond the ballroom—and you’ll meet a chef who loves to create culinary experiences. You’ll learn about the Texas Hill Country, a region with rich history and beautiful scenery, and we’ll take you on a quick tour of a few breweries around the state that are standing by to pour you and your group a cold one. Of course, you’ll also find industry news, the latest people moves, and a little something extra because, well, it’s Texas.

AMY DURHAM Editor adurham@greenspring.com

PHOTO: MAGGIE KIRKLAND

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MEET Extra

In Beaumont, we don’t want you to have just any regular meeting. Our team of highly experienced meeting experts want to make sure your attendees get a taste of Beaumont and share amazing experiences with our partners. If you can’t see it all, we have opportunities for our partners to come to you. Or, if you want to get out and explore, we can plan exciting activities for you to experience the city.

When hosting your meeting in Beaumont, exploring the city is something that we want you to experience. From unique museums, an active nightlife, live music, outdoor adventures, and delicious food, Beaumont offers a number of options for your attendees to enjoy.

MEET Memorable MEET Unique

It’s time to break out of the board room for good! Discover unexpected meeting spaces like the Spindletop-Gladys City Boomtown Museum which is a replica 1901 oil town, or the Beaumont Botanical Gardens Center, where you will be immersed in acres of blooming flora and fauna. Beaumont is suitable for any size group or budget.

We know our city inside and out. Call or visit us for all of your meeting needs!

Freddie Willard, Director of Sales |

Clockwise from top left: Oakland Art Murmur organizes curated Art Walks for groups; A graffiti artist customizes the Crown Royal logo at an interactive event; Artist John Folley captures the moment of a lifetime at a ceremony.

LEAD BY DESIGN

BY AVA DIAZ

» INCORPORATING ART INTO EVENTS—beyond branding on banners and swag—adds character and creativity to a gathering. Consider how you can integrate the work of local artists into your event to provide guests with new perspectives and connect them to regional culture.

Here are three innovative approaches to showcase artists at your next event.

DISCOVER what’s out there. Organizations like Oakland Art Murmur in California introduce visitors to galleries, artists, murals, and public art. Through guided and self-guided tours, groups can immerse themselves in the fabric of the community, learn about the host city, and be inspired by newfound creators. oaklandartmurmur.org

REIMAGINE art in a way that encourages attendees to interact with it. This could include a potter creating an assortment of tableware for a delicious meal at the event, with other pieces available for purchase. For a more personalized approach, hire a painter to work on-site, such as New England-based artist John Folley, to capture the spirit of the event in real time. johnfolley.com

COLLABORATE with artists to involve attendees in the creations. Have artists develop a step-bystep create-your-own station for attendees to learn a skill set of their trade, like collaging, macrame, or leather making. Or work with Graffiti Arts, a street art and mural agency in New York City and Los Angeles, to organize a team-building workshop to create a one-of-a-kind mural for your event or office space back home. graffiti-artist.net

NOTES

Products, Places & Inspiring Ideas

COMPILED BY AMY DURHAM

PHOTO:

Texas Team Building

» THE BOND YOU CREATE with your team can make or break your ability to grow your business in the coming year, so team-building exercises aren’t just an excuse to get out of the office. They’re a necessary part of your company culture and your team’s productivity potential. In Texas, some unique and surprising venues create a lasting bond and let you have fun while you’re at it.

With a motto like, “Helping your stress one sledgehammer at a time,” you know that Tantrums in Houston is going to be a different kind of team-building outing. At $56 per person for 30 minutes, you’ll smash your way through dishes, TVs, windshields, and other satisfyingly breakable objects with a sledgehammer, baseball bat, golf club, or lead pipe in hand. It’s the kind of release that everyone needs after a long quarter—or a long day. Venue rentals give you space for meeting before and regrouping after your smash fest.

If you’re in the Dallas area, get in touch with Texas Wine and Wood for a creative way to build bonds. Bring your own wine, and make wood signs that participants can take home as a rustic Texas souvenir, or sign up for one of the brunch events to enjoy crafts and bottomless mimosas. Take your group to the studio, or have a mobile party come to you anywhere in the Dallas-Fort Worth metroplex. Wood sign ideas include a family name wall plaque, cornhole game board, or porch sign to celebrate the seasons. Photo booths are available upon request.

For a beach adventure, book an Island Treasure Hunt in Galveston. Team members can explore the city, enjoy a little healthy competition, and discover the history and culture of the Texas coast. Planned hunts take you on set tours of the city and include challenges and prizes. From a half-mile walk to a 3-mile trek, tours vary by length, number of stops, and popular tourist attractions and businesses that are included. The hunts are easy to follow with a mobile device and can be

completed at your own speed. Tours start at $15 per person and include the Seawall Stroll, the Hysterical Historical Haunt, and Finding Poseidon’s Trident.

Just outside of Austin, your team can bond while learning some of Hollywood’s most famous stunts. It’s not as dangerous as running away from an exploding building, but the team building at Stunt Ranch is thrilling. Put together a custom package that includes the activities your group would enjoy, and then jump into a day where you’re the hero of each adventure. Options include a high fall into an airbag,

hatchet and spear throwing, trapeze lessons, multiple ropes courses, stunt fighting choreography, and stunt driving. Enjoy a picnic at the ranch in between stunts, and then let the competition begin with Zorbie ball races—think two giant hamster balls rolling down a soft track. You can also host a foam party, choose teams for a paintball war, or rent an indoor venue for a little downtime.

islandtreasurehunts.com

stuntranch.com

tantrumsllc.com

texaswineandwood.com

Tantrums in Houston

Roofs With a View

While springtime is the rainiest season in Texas, in some regions that’s not the case. The western half of Texas tends to get less rainfall until the warmer summer months, when thunderstorms roll across the dry land. In spring, however, you’ll find mostly sunny skies in places like San Antonio and Austin. If your crowd is ready for some vitamin D, try these Texas rooftop venues.

AZUL ROOFTOP AT THE WESTIN AUSTIN DOWNTOWN, AUSTIN

Luxury surroundings and a heart-stopping view of the city make The Westin’s Azul Rooftop stand out, especially when it’s 20 stories in the air. Transparent panels surround the deck, providing an unobstructed view of the skyline, and fire pits tame cooler temperatures for a cozy atmosphere. Swim in the heated pool, or bring a small group to the adjoining cabanas for a day of sun and indulgence with your Resort Pass. marriott.com

THE MOON’S DAUGHTERS, SAN ANTONIO

Twenty stories above the River Walk, this indoor-outdoor rooftop restaurant and bar serves Mediterranean fare and Southwest-inspired cocktails. The Moon’s Daughters, with 5,000 square feet, has space for up to 200 standing guests and 150 for seated dinners. Live music weekly and a specialty menu on Sundays offer entertaining variety. Visit on the full moon and enjoy Cosmic Night with themed cocktails, tarot card readings, and a closer view of the big, bright moon. themoonsdaughters.com

THE ROOF, LUBBOCK

If college football and beer on tap are more your style, head over to The Roof, a bar that sits 11 stories high on top of a parking garage. Don’t worry: It’s not all cement. With a bird’s-eye view of the Texas Tech Red Raiders’ football field, The Roof is the perfect spot to catch the game and relax. Stay after dark for a club scene with a DJ and packed dance floor. Reserve the covered outdoor venue for special events, or bring the crew after a day of breakout sessions. rooflubbock.com

BEYOND THE BORDER IN OKLAHOMA

Drive about three hours north of Dallas, and you’ll find yourself in a very different place. A magnificent pine forest rises up around you as you enter Broken Bow, Oklahoma. Long a favorite destination for heat-beleaguered Texans, Broken Bow offers natural beauty and outdoor recreation, not to mention cabins and lodges to suit any size event.

Near Broken Bow in southeast Oklahoma, Beavers Bend State Park is a protected area with hiking trails, fishing holes, and plenty of cabins for rent. Bordered by Mountain Fork River and Broken Bow Lake, the land is at the foothills of the Kiamichi Mountains. You’ll find guided tours for kayaking and rafting trips, and boat rentals are available at the lake. Cedar Creek trail rides will get you back in the saddle as you ride horseback through the forest.

Grab your irons and head over to Cedar Creek Golf Course for 18 holes and stunning views of pine, oak, and hickory trees on all sides. Fox, deer, and wild turkey roam the area, and you might even catch a glimpse of a bald eagle. Narrow fairways and roughs make for a challenging course. Amenities of this 72-par course include a pro shop, resident golf pro, and driving range.

Rent a lodge for the entire group or spread out among several cabins. You’ll find cabins that sleep from four to more than 20 people, and many boast outdoor amenities like fire pits, playgrounds, and hot tubs. From luxury to rustic, Broken Bow accommodations are suitable for a variety of events.

beaversbend.com brokenbow.com

Azul Rooftop at The Westin Austin Downtown

Texas Trolleys

» TRAVELING TO TEXAS from another state might feel like cultural immersion, and to make the most of the new experience, try a historic trolley ride. Streetcars are electric, which make them environmentally friendly, and they’re convenient, stopping at several popular tourist attractions and venues. Trolleys are usually more affordable than other modes of transportation would be, and they run through the heart of the city. So, if you want to learn more about a city’s history, experience local culture, and admire its finest architecture, put away the ride-sharing app and hop on board.

DALLAS: The M-Line Trolley provides transportation through the Uptown neighborhood of Dallas. The wood-paneled streetcars are replicas of the original Birney safety streetcars that once operated in cities across the country. The route runs from the West Village shopping and dining district to historic McKinney Avenue, with several stops at popular attractions like Klyde Warren Park, the Dallas Museum of Art, and the American Airlines Center. The M-Line is free to ride but also offers a name-yourfare option, encouraging riders to pay what they can upon boarding. Pull the bell and request a stop along the route. mata.org

EL PASO: The El Paso Trolley is a refurbished design that resembles the city’s original electric streetcars and mixes modern and vintage elements for a fun, retro look. The route runs through downtown El Paso and makes stops at popular attractions such as the El Paso Museum of Art, the Judson F. Williams Convention Center, and the Plaza Theatre. Rides are free on the El Paso Trolley, and there’s free Wi-Fi. sunmetro.net

FORT WORTH: Molly the Trolley is a historically accurate trolley with open-air seating and brass fixtures. Molly’s route runs through downtown Fort Worth and stops at tourist favorites such as the Fort Worth Water Gardens, the Fort Worth Convention Center, and the Bass Performance Hall. Molly the Trolley is free to ride. ridetrinitymetro.org

FREDERICKSBURG: The Fredericksburg Trolley travels through downtown Fredericksburg and to popular tourist destinations in the surrounding area, including local wineries. The red trolley cars are replicas of the original electric streetcars that once operated in the city. Tour fares range from $15 to $25, and wine-tasting tours are available for an additional fee. fbgtours.com

GALVESTON: With wooden bench seating and a classic bell, the Galveston Island Trolley cars honor the city’s original electric streetcars that date back to the late 19th century. The trolley provides transportation throughout the island, making stops at Pleasure Pier, Moody Gardens, and the Historic Strand District, as well as other popular tourist attractions. The cost for a single ride is $1, and children ride free. Multiday passes and combination tickets with other attractions are also available. galveston.com

BEST VIEW IN TEXAS: HAMILTON POOL PRESERVE

» YOU MIGHT THINK of swimming holes when you think of warmer weather in Texas, but you probably don’t think of taking a dip in a blue-water pool at the bottom of a cavern that formed thousands of years ago. That’s because you haven’t seen Hamilton Pool Preserve, 23 miles outside of Austin. This shallow swimming hole is fed by a 50-foot waterfall. Stand under the crater’s ledge and look out over the blue expanse, like you’re looking out of the mouth of a great blue whale. Hiking trails and picnic tables make for a scenic day outdoors you won’t regret.

parks.traviscountytx.gov

PHOTOS: VISIT DALLAS; ADOBE/KENNETH KEIFER

Dallas’ M-Line Trolley

CENTRE’D AROUND YOU.

Make an impact with your next event at Boise Centre. Our versatile meeting and event spaces, modern amenities, and expert event planning team is at your service to ensure an unforgettable event experience. Located in the middle of the city’s energetic, walkable downtown Boise Centre is surrounded by local breweries, restaurants, shops, hotels and is minutes from outdoor adventures. boisecentre.com

• Convenient downtown location

• Numerous direct flights and seven minutes from the airport

• Surrounded by restaurants, breweries, and nightlife

• Over 1,300 hotel rooms within walking distance

• Outdoor activities close by including hiking, rafting, biking, and more

Four Reasons to Love the Texas Hill Country

Take a trip to Central Texas for historic sites, distilled spirits, and outdoor fun.

BY MITZUKO BYRES

» THE TEXAS HILL COUNTRY is a large region in Central Texas extending just north of San Antonio and west of Austin to the towns of Brownwood in the north and Sonora in the west. This subtropical area offers some of the most scenic spots in the state for outdoor recreation with its sunny skies, mild winters, and air conditioning through the hot summer months. Major cities in the Hill Country include Austin, San Marcos, New Braunfels, and Fredericksburg, plus numerous small towns each with its own traditions and places of interest.

While the Texas Hill Country abounds with leisure activities, it’s also a scenic destination for meetings, corporate events, leadership retreats, and conferences.

With its rolling hills, remarkable culture, and rich history, the area offers plenty of activities to keep attendees engaged and entertained. From hiking and biking to cultural attractions like museums and galleries, there is something for every kind of traveler. Additionally, convenient access to Austin-Bergstrom International Airport and the airports of other major cities in Texas makes travel in and out of the region easy.

OUTDOOR ADVENTURE

Pedernales Falls State Park is a natural paradise located in the Hill Country, just west of Austin. It is a popular destination for outdoor enthusiasts who want to experience the beauty of nature. The park features stunning views of the Pedernales River, lush greenery, limestone rock formations, and, of course, the park’s namesake series of waterfalls. Visitors can explore the park’s diverse terrain, including rugged hills and valleys, verdant vegetation, and towering cypress trees. There are also opportunities for camping, fishing, swimming, and other activities that make it an ideal spot for a weekend getaway. Rock climbing, backpacking, and picnicking are popular, so reservations to visit the state park are always a good idea.

For something out of the ordinary, go to the Congress Avenue Bridge in Austin at sunset. You’ll witness the largest colony of Mexican free-tailed bats in North America fly out from

Visitors gather for banjo and guitar tunes at the General Store in Luckenbach.

under the bridge in large, dark clouds. There can be up to 1.5 million bats over Lady Bird Lake at a time—watched by a large crowd lined up along the bridge—but the show lasts for at least two hours, so you should have a chance to get a good view of the spectacle

One of the most popular activities in the region is floating down the Comal or Guadalupe rivers in an inner tube or a kayak. Visitors can relax and take in the views of rolling hills, oak forests, and diverse wildlife along the riverbank. Take a bus to a specific spot on one of the rivers and hop back on after you’ve floated downstream. Don’t forget the floating beverage cooler!

HOMEMADE SPIRITS

Central Texas is known for having some of the best distilleries, breweries, and wineries in the state.

One of the most popular distilleries is Still Austin, where patrons can tour the facilities and sample spirits at the bar. Other options include Treaty Oak in Dripping Springs, which offers live music, games, and an on-site restaurant, and Desert Door, boasting a unique offering of sotol, a spirit made from plants native to the Chihuahuan Desert in Mexico—and, notably, smells a lot like tequila but tastes more like gin. For one of the best bourbon distilleries around, head west on U.S. Route 290 from Austin to try the award-winning spirits at Garrison Brothers in Hye.

Hill Country wineries have grown in number and prestige over the last decade, making them a top destination for visitors from around the state. The greatest concentration of wineries is around Fredericksburg, where there are lots of places for wine tasting while you tour the small town with a German heritage. Augusta Vin, with its gorgeous vineyard views from its elegant patio and deck, is a Fredericksburg favorite. You can also attend a tasting at Slate Theory, a newer addition to the Central Texas wine scene that has a cool underground wine cellar for tastings. Becker Vineyards and Pedernales Cellars also offer high-quality wines with the beautiful Hill Country in the background.

Residents of Central Texas love their breweries, and there are a lot of them to choose from—some even with event space. Middleton Brewery in San Marcos has a popular IPA and offers wine, locally made ciders, and food trucks outside. If you’re in Austin and want to bring a large group together for libations and relaxation, Meanwhile Brewing Co. has 20 rotating beers, a coffee bar, and low-proof cocktails, as well as a soccer field for some friendly competition. In the small town of Wimberley, you can visit Wimberley Brewing Co. and Brewster’s Pizza for a beer and a slice before going on a forest hike and a swim at the locally famous Blue Hole Park.

Kayaking and tubing on the Guadalupe River

Meanwhile Brewing Co.

LOCAL HISTORY

Hill Country history is rich with stories, architecture, and cultural sites. Some of the most beautiful buildings in the state are called the Painted Churches, built by Czech and German immigrants in the 19th century when they settled many of the region’s towns. Echoing the architecture they were used to back home, the settlers built Gothic-inspired structures and created richly decorated interiors with painted blue skies, elaborate decorative vines, and colorful stained-glass windows.

Lyndon B. Johnson National Historical Park is in Stonewall, which is a little over an hour’s drive from both Austin and San Antonio. It’s a beautiful and tranquil place where visitors can learn about the life of the 36th President Lyndon B. Johnson and his family. The park features several historic buildings, including the LBJ Ranch House where Johnston once lived, the one-room schoolhouse where he learned to read, and the family cemetery where President Johnson and the First Lady, Lady Bird Johnson, are buried. You may also see wildlife like deer, foxes, and native birds in the surrounding countryside.

MUSIC AND CULTURE

Luckenbach, made famous by the Waylon Jennings song “Luckenbach, Texas,” is just 14 miles southeast of Fredericksburg and attracts visitors from all over the world. The town is known for its unique blend of country music, outdoor activities, and historical sites. Dating back to the mid-1800s, it was first settled by German immigrants.

Live music venues, art galleries, and the occasional celebrity sighting keep things lively, and activities like hiking, camping, and fishing give outdoor enthusiasts plenty to do during the daytime. The town looks like a Wild West ghost town with gray, weathered wood buildings, but it offers modern amenities for music festivals and headline concerts in a rustic setting.

If you bring your boots, go two-stepping at Gruene Hall. This historic live music venue in Gruene, a 20-minute drive south of San Marcos, opened in 1878 and has hosted country music headliners like Willie Nelson and George Strait. You can dance across the original wood floors, buy a longneck beer at the bar, and relax on the patio on summer nights. You’ll find live music every weekend on both indoor and outdoor stages, and the hall is available for event rental.

With all these activities, historic side trips, and tempting places to enjoy a drink, the Texas Hill Country has much to offer.

traveltexas.com/cities-and-regions/hill-country

Listening to country music at Gruene Hall; Above: Pedernales Falls State Park

PHOTOS: VICTOR MATA; ERICH SCHLEGEL; PUBLIC DOMAIN

The LBJ Ranch House at Lyndon B. Johnson National Historical Park

Give your event a fresh look

Start wowing your group in The Woodlands, where you’ll find state of the art meeting spaces alongside a glistening waterway and patios perfect for wining and dining your attendees under a canopy of emerald green trees. Experience the ease of planning an event in an urban oasis that was thoughtfully designed to entertain and impress.

Even Breweries Are Bigger in Texas

With acres of outdoor space and craft beer, Texas breweries could be the right site for your event.

BY AMY DURHAM

» BREWERIES, WITH THEIR SINGULAR CRAFT BEERS, fun atmosphere, and affordability, are becoming a popular option for corporate and private events. Even better, most breweries in Texas have outdoor beer gardens so guests can enjoy the warm, sunny weather while sipping a cold brew.

AUSTIN

Austin Beerworks is one of the most popular breweries in the city for both beer enthusiasts and art lovers thanks to its rotating displays of local artwork. The brewery has the capacity to seat up to 150 people indoors and 200 people outdoors. Its most popular beer is its flagship brew, Pearl Snap Pilsner, which has a light body and crisp finish. You’ll also find a huge selection of colorful merchandise and a menu full of gluten-free brews.

Independence Brewing Co. is a no-fuss locale for beer lovers to host events. The brewery holds event space for up to 150 people, both indoors and outdoors. “Breweries are great spaces for having events because the spaces and the people who work there

are versatile and love to make people happy,” says co-founder and president Amy Cartwright. Independence Brewing Co. also offers a wide selection of its original beers, including a popular IPA, pale ale, and lager. A local favorite is the Native Texan, a smooth German pilsner.

Real Ale Brewing Co. in Blanco, less than an hour drive west of Austin, has both indoor and outdoor event spaces in a rustic atmosphere. If you’re hungry, its pub food is cooked to order to accompany your craft beer selection. The brewery’s signature beers are some of the most popular in the region. From the flagship Firemans #4 blonde ale to the limitedrelease creations like the Mysterium Verum series, there is something to please every palate. You can even bring your dog to join in the fun on the patio.

In the Texas Hill Country, visit Jester King Brewery, located just outside of Austin. Jester King is well known locally for its wild ales, farmhouse-style beers, and

Beer fermentation tanks at Deep Ellum Brewing Co.

barrel-aged sours. The brewery has both indoor and outdoor seating options available, with a capacity of up to 200 people indoors and more outdoors in its tree-filled beer garden where you’ll likely run into the resident Nigerian Dwarf goats. Enjoy the shade on hot summer days, and warm up on cooler evenings with a fire pit and a stage for the hottest local bands. Be sure to sample its most popular beer, the award-winning Noble King Hoppy Farmhouse Ale.

DALLAS

Deep Ellum Brewing Co. is a laid-back event space with seating for up to 300 people indoors or outdoors. The brewery offers a variety of craft beer styles including lagers, stouts, and sours, but regulars love the Deep Ellum IPA. If you are looking for industrial chic over rustic decor, you’ll appreciate the brewery’s exposed brick walls and vibrant art installations.

Clockwise from above: Austin Beerworks; Independence Brewing Co.; A visitor interacting with a Nigerian Dwarf goat at Jester King Brewery; Pouring a draft at Real Ale Brewing Co.

HOUSTON

Karbach Brewing has event space rental for up to 500 people thanks to the 2.5acre outdoor Biergarten. You can also rent one of its two banquet rooms on the second story above the pub or enjoy the twinkling lights along the high-beamed ceilings in Hopadillo Hall. The brewery creates a wide selection of craft beers, with its Kölsch-style Love Street Blonde being the most requested beer at events.

The industrial atmosphere and graffiti walls make Buffalo Bayou Brewing Co. stand out among other more rustic Texas breweries. It has stouts and lagers on tap, but its most popular beer is the 1836 Copper Ale, which is a light-bodied ale with a hint of sweetness and a refreshing finish. “We can accommodate groups of 500-plus in our three-story venue,” says Salvador Ramirez, events manager. “There’s no better view of the Houston skyline, and our food is just as special.”

Houston visitors should take the drive just north of the city to Conroe, where B52 Brewing Co. offers a variety of craft beers, including what the brewer calls “fruited sours,” which are brewed with more fruit than the average beer. This brewery offers an outdoor space under the towering trees of the Piney Woods that can accommodate up to 500 people. “We’ve done dozens of corporate meetings here. Our indoor space can seat up to 120, and we have a projector screen, microphone, and speaker system,” says Kris Gray, operations manager. “Our beer garden is a very

wide-open space, but it’s easy to put a few tables together and create a quiet area for a more casual business meeting.” The brewpub’s decor is inspired by the classic 1950s American diner, with vintage furniture, neon signs, and a jukebox.

Just a 30-minute drive west of Conroe, family-owned Lone Pint Brewery in Magnolia features a rustic event space that can accommodate up to 200 people and includes both indoor and outdoor seating options. Lone Pint Brewery also offers an extensive selection of beer, including the Yellow Rose SMaSH IPA from a series of single-malt and single-hop brews called Zythophile—yes, that’s a person who loves beer. “Our outdoor beer garden is a great place to host your next meeting or event,” says Christi Brown, beer garden events coordinator. “We have live music, food trucks, lots of seating for your group, and all of our tasty brews on tap for you to enjoy.”

Not only do breweries provide a fun backdrop for events, but they also offer plenty of amenities like distinctive food menus, festive decor, and live music to make your event even more memorable. So, if you’re looking for the perfect venue for your event in Texas, consider the many benefits of hosting it at a local brewery.

austinbeerworks.com

b52brewery.com

bu brew.com

deepellumbrewing.com

independencebrewing.com

jesterkingbrewery.com

karbachbrewing.com

lonepint.com

realalebrewing.com

Buffalo Bayou Brewing Co. has spectacular views of the Houston skyline. Above: B52 Brewing Co. serves “fruited sours.”

PHOTOS: B52 BREWING CO.; BUFFALO BAYOU BREWING CO.

2023 GOLF GUIDE

Across the United States, golf resorts provide planners with an array of world-class facilities in breathtaking settings.

PHOTO: ADOBE/ROSIEAPPLES

Mastering the Terrain

GOLF GOES BEYOND just green grass and on-target putts that drop in the hole—it’s a game that brings people together in the great outdoors. With a variety of globally recognized course styles to choose from, it is important to know the difference between them, how they impact play, and the obstacles each presents—from sandy deserts and breezy waterfronts to forest-lined grassy stretches.

To better understand the role landscapes have in the way people play around the world, we explored the different categories of golf courses across varying topographies.

Championship Course

As courses designed to host tournaments, championship courses are defined by their 18 holes of challenging play. The Omni PGA Frisco Resort in Texas, set to open this May, will offer the chance to play two 18-hole championship courses—Fields Ranch East and Fields Ranch West. If your skill set isn’t up to par to master a championship course quite yet, the resort also features simulation and coaching experiences, as well as a 10-hole course, a par-3 course, and a 2-acre putting area. omnihotels.com

Desert Course

With only the playing corridors—the fairways, putting greens, and tee box—consisting of grass, desert courses are a green oasis in dry, sandy landscapes. Using the natural surroundings to their advantage, the sand dunes and rugged terrain provide a formidable set of natural obstacles on the course.

By Ava Diaz

Ranked as Arizona’s No. 1 public course, the Saguaro at the We-Ko-Pa Golf Club is a year-round escape for golfers who reside in colder regions. The Saguaro—which features a oneof-a-kind course design that follows the natural contours of the land—is also prideful of its efforts toward preserving the native soil of the Fort McDowell Yavapai Nation. wekopa.com

PHOTOS: ADOBE STOCK/DAVID A. LITMAN; OPPOSITE: ADOBE STOCK/VLADIMIR BYCHKOVSKY; ADOBE STOCK/JOHN

A simple guide to the topographically distinct varieties of golf courses worldwide

Links Course

Heathland Course

A heath is an extensive area of uncultivated land. Although it is inland, a heathland course contains very few obstructions, and typically contains coarser soil and a spread of heather, or evergreen perennials with woody stems that either support needlelike leaves or small flowers. Heathland courses are usually less manicured and do not require as much maintenance.

While this type of course is most popular in Britain, a well-known course in the United States is the Legends Golf Resort in Myrtle Beach, South Carolina. This heathland course, with its lack of dense vegetation, is inspired by courses in the British Isles. legendsgolf.com

Links Course

Known as the oldest style of golf course, links courses were developed in Scotland—the birthplace of modern golf. Being one with nature, this type of course relies heavily on the surrounding terrain to create ideal play following the contours of the land. Typically built along or near a coastline, links courses are often amid a series of natural hills, ridges, and dunes with very little water or vegetation to obstruct shots.

One of the most well-known links courses in the United States is in Pebble Beach, California. Overlooking the Pacific Ocean, the Pebble Beach Golf Links is arguably one of the best public courses in the country. Golfers play a stunning course that showcases the diversity of its surroundings with its steep bluffs and expansive seaside views. This acclaimed course has hosted six U.S. Opens and is set to host eight more major championships into 2044.

For a midwestern feel with freshwater serenity, try for one of Boyne Golf’s 10 courses spanning three resorts—Boyne Mountain, the Inn at Bay Harbor, and The Highlands—in Michigan’s Lower Peninsula. This group of resorts is also part of a diverse lineup of seven resort properties in Michigan including a collection of 22 golf courses in America’s Summer Golf Capital. (Other resorts in the capital collection include A-Ga-Ming Golf Resort, Crystal Mountain, Grand Traverse Resort and Spa, and Treetops Resort.) The golf club at the Inn at Bay Harbor provides a links experience like no other along the shores of Lake Michigan. With a rugged quarry landscape and a preserve that hosts the first half of a round amid a hardwood forest, the challenging course has breathtaking views. pebblebeach.com; boynegolf.com; americassummergolfcapital.com

Parkland Course

Built inland and away from the coastline, parkland courses tend to be greener with more trees and dense grass. The well-manicured and partially constructed details like ponds and bunkers create the feeling of playing in a neighborhood park—hence its name—and provide players with a course that is suitable to various climates.

One of the most famous versions of this course is the Augusta National Golf Club in Augusta, Georgia. As host to the Masters Tournament, the course is most well known for its impeccable appearance for optimal play. Magnolia Lane, the road with overarching magnolia trees from the entrance to the clubhouse, leads visitors to a place that accentuates the natural beauty of its environment. To emphasize the role that trees play in the experience, each hole is named after a tree or shrub that can be found at that location of the course—honoring the land’s roots as a former fruit tree nursery. masters.com

Sandbelt Course

This course is classified by the topography found near Melbourne, Australia. Home to sandy soil, this type of landscape makes for an ideal environment to play in because, to many people’s surprise, sand is a desired element due to its light weight and ability to drain excess moisture from the course. In addition, sand can also help level out the green to create a more consistent and smoother surface for year-round play.

Desert Course

Parkland Course

BOYNE Golf

231-549-6012

boynegolf.com

WHEN YOU ARE PLANNING AN EVENT or conference, nothing is more important than knowing you have chosen the right location to help make it a success. With over 100 room types and more than 3,000 beds, the three extraordinary resorts at BOYNE Golf—Boyne Mountain, Inn at Bay Harbor, and The Highlands—have all the options to meet your needs and create a memorable event.

BOYNE Golf offers one of the top golf venues in the United States to play, boasting 10 championship-caliber courses. These courses include the 2019 National Golf Course of the Year, along with others identified by Golf Digest, Golfweek, Golf magazine, and Golf.com as “Best Courses You Can Play in America.” Designed by legendary architects like Arthur Hills, Robert Trent Jones Sr., and Donald Ross, these outstanding courses offer unexpected terrains, boundless visuals, and a golf experience that defies comparison.

While the golf is epic, the trip is easy. Boyne Resorts and courses are conveniently located near the interstate. Cherry Capital Airport in nearby Traverse City offers direct service from 17 United States cities, and the private airport at Boyne Mountain has recently undergone a $4 million upgrade to handle larger private aircraft.

Start planning your most memorable event ever at one of BOYNE Golf’s resorts today.

THE GOLF, EPIC. THE TRIP,

Visit Frisco

972-292-5250

visitfrisco.com

HOME TO SEVERAL PROFESSIONAL SPORTS ORGANIZATIONS, a growing museum district, and more than 9 million square feet of retail and dining space, Frisco, Texas, is the perfect destination for your next event. From world-class event facilities and full-service hotel properties such as Omni PGA Frisco Resort, Embassy Suites

Hotel & Conference Center, Omni Frisco Hotel, The Westin Stonebriar Golf Resort & Spa, and Hyatt Regency Frisco, Frisco can accommodate both small and large events. The properties total 4,400 hotel rooms and 417,000 square feet of meeting space.

Located just 25 minutes north of Dallas, Frisco boasts an impressive golf selection. Dubbed Sports City USA, the city is home to PGA of America headquarters and the Omni PGA Frisco Resort, which opened in spring 2023. The resort features two 18-hole championship golf courses—Fields Ranch East by Gil Hanse and Fields Ranch West by Beau Welling—as well as a 2-acre putting course, entertainment area, and a 10-hole short course. There are also three public courses: Frisco Lakes Golf Club, The Trails of Frisco Golf Club, and Plantation Golf Course.

Choose one of the fastest growing cities in the United States and the home of PGA of America as the location for your next event.

ROOM FOR THE WAY YOU PL AY

Meetings, your way.

Top-rated resorts and meeting spaces for all the ways you work, play, and stay.

Learn more at VISITFRISCO.COM/MEETINGS

America’s Summer Golf Capital

americassummergolfcapital.com

TEE UP BEAUTIFUL MEMORIES at America’s Summer Golf Capital. America’s Summer Golf Capital is a collection of seven resort properties representing 22 golf courses. Located in a picturesque region of Northern Michigan known for its turquoise waters, sandy beaches, and small-town charm, it acts as the perfect combination of long summer days and comfortable weather—great for a round or two.

America’s Summer Golf Capital includes A-Ga-Ming Golf Resort, Crystal Mountain, Grand Traverse Resort and Spa, Treetops Resort, and Boyne Golf—The Highlands at Harbor Springs, Bay Harbor Golf Club, and Boyne Mountain Resort. Each property offers multiple courses to satisfy your group size, skill level, and interest, plus dining options on and off the course.  Experience where passion meets perfection.

ROOM FOR THE WAY YOU PLAY

The Marrott Marquis Houston formed an Event Experience Team, which meeting attendees may appreciate as much as the hotel’s Texasshaped lazy river.

Six Trends for Remarkable Events in 2023

TEXAS VENUES PROMISE INNOVATIVE PLANNING AND OUT-OF-THE-BOARDROOM THINKING.

By Mitzuko Byres

The event industry is constantly evolving. And this year, there are a few trends we’re watching closely that will be important for meeting and event planners to consider when working with clients. As companies seek to accommodate new preferences, event planning is being expedited, and venues are making accommodations for the fast pace by rethinking the event team structure. Wellness activities and bleisure travel are even more popular than in previous years, and the size of events is changing. By incorporating these trends this year, planners can create a refreshing and engaging experience and leave a lasting impression on guests.

EXPEDITED PLANNING

There is an expectation among the travel industry that bookings for in-person events will continue to grow. In fact, the numbers support that. The 2023 American Hotel & Lodging Association (AHLA) State of the Industry forecasts the hotel industry will surpass pre-pandemic levels of demand, nominal room revenue, and state and local tax revenue.

Hotels are seeing the increase already, along with a surprising aspect: expedited planning. Meeting planners used to reach out to hotel event teams far ahead of a booking—sometimes years in advance— to discuss options, reserve room blocks, and plan logistics. Reserving space in a hotel for hundreds of guests is no small feat, and a gathering of that size requires out-front planning beyond the events team in all departments, including food and beverage, operations, and security.

However, hotels this year are already seeing shortterm and even last-minute bookings for groups. “The short-term bookings are incredible, especially in the corporate area,” says Bridget Bear, director of sales and marketing for South Shore Harbour Resort and Conference Center in League City. “They are booking very short-term. In some cases, I’m asking them if they’re really booking for 2023.” Contacting hotels 90 or even 60 days out from a large event was almost unheard of in the last few years, but the trend is likely to continue throughout the year.

These short ramp-ups to events mean hotels are having to take different types of action to prepare

thoroughly and make events successful for attendees and the companies hosting them. To meet this new need, some hotels are restructuring their events team and adding features to accommodate the lastminute requests without compromising on quality of service. The Marriott Marquis Houston introduced its Event Experience Team (EET) that gives meeting planners an assigned, personalized team dedicated to full coverage before, during, and after an event. The team members bridge the gap between planning and event operations, often sitting in on early meetings with planners to build trust and a working relationship prior to the team taking over at the preconvention meeting.

“Planners love the new format as they feel there is a seamless transition between planning and ops,” says Thomas Inasu, director of event management for Marriott Marquis Houston. “They mentioned that getting to know the EET prior to their arrival on-site has greatly helped achieve their meeting objective.” Since implementing the EET, Marriott Marquis Houston has seen its on-site event coordination service scores increase by 20%.

Inasu also says he sees nascent meeting planners at the forefront of events lately. “We see lessexperienced planners—due to COVID-19—so this EET really aids and assists the newer planners, as many of them are navigating their first meeting. The partnership the EET provides to the new or old planners is priceless.”

BLEISURE TRAVEL

Planners aren’t just organizing an event in less time, they’re also compressing event agendas into shorter blocks to make room for leisure activities on either side. This is a continuation of the business and leisure combination, or bleisure, travel trend that picked up steam before the pandemic and has returned to become a big trend this year. Maybe a company would have spent three days on a workshop a few years ago, but today it could spend a day and a half, scheduling free time for attendees around those workshop hours. Not only do shorter meetings help save time and energy, but they also can be more effective and efficient by keeping team members focused on the task at hand.

New national Hotel Booking Index survey research commissioned by the AHLA and conducted by Morning Consult shows that 84% of employees are interested in bleisure travel. This is good news for the travel industry because it indicates an increase in business travel overall. “With Americans planning for more hotel stays this year and business travel moving in the right direction, AHLA’s Hotel Booking Index is a cause for optimism among hoteliers,” says Chip Rogers, AHLA president and CEO, in a prepared statement.

Planning professionals are working with hotels and venues to create experiences that accommodate bleisure travel all in one space. Jennifer Soroka, director of events at Hilton Americas-Houston, says she sees more companies looking for ways to use the hotel for all their team needs rather than holding business events at the hotel and requiring attendees to make arrangements for their leisure travel elsewhere. “We involve the hotel planning experts early on to be a resource for the best ways to use the hotel. We provide an experience, starting from arrival through programming, events, and audiovisual, until departure, and a follow-up touch point,” she says.

This type of blended travel is becoming increasingly popular as companies look for ways to reintroduce live events and attract good attendance. Bleisure trips offer perks that the traditional conference does not because they give people flexibility in their schedules for nonwork activities and allow them to bring their loved ones along. Rather than providing an afternoon off in the middle of a multiday event, a bleisure agenda might give every afternoon off for personal or family time. Combined business and leisure trips also allow people to take advantage of discounted rates or promotional offers for travel and hotels. This type of travel has the potential to be a great way for businesses to increase team satisfaction while improving productivity.

The trend toward combining business with leisure could lead to a picnic with loved ones in Pacific Plaza Park outside of the Sheraton Dallas Hotel.

OUTDOOR VENUES

In its fall 2022 Planner Pulse Report survey, Encore reports that 70% of planners were booking and actively sourcing new events, and 61% expected to have larger budgets this year. With the trends of outdoor venues and wellness aspects added to group business travel, one could perhaps find these numbers promising. A budget that includes room for added perks, such as health or mindfulness activities, will give planners more to work with to make an event appealing to guests.

In recent years, outdoor events have been on the rise. With an emphasis on increased engagement, this trend is not slowing down. Outdoor events create an environment that encourages collaboration and creativity between participants. Instead of traditional conference room-style tables and seating, participants can have face-to-face contact when sitting in a circle around a fire pit or mingling on a grassy lawn. The scenery and fresh air may lift the mood, and the increased networking potential can improve the effectiveness of the experience for participants.

The Sheraton Dallas Hotel in the city’s center made changes last year in anticipation of this trend. Partnering with Pacific Plaza Park, the hotel now offers outdoor events that span the park’s 3.7 acres. The park is just steps away from the hotel and allows guests to combine both indoor and outdoor events with ease. Whether they want to set up a stage, offer food trucks, or use the space for wellness breaks, planners can let their participants spread out in a way not possible if confined to a courtyard area.

Other outdoor venues feature multiple spaces to organize, break into groups, or enjoy downtime between programming. The Fort Worth Botanic Garden boasts 14 different outdoor spaces among a variety of garden styles and sizes, and River Legacy Park in nearby Arlington stretches over 1,300 acres and gives visitors a glimpse of native flora and fauna along with outdoor pavilions for gathering. In Texas, farms and ranches are popular options for outdoor events with scenic views and true Texas flair. Rough Creek Lodge & Resort creates guest experiences that take advantage of the sunny weather and 11,000 acres of rolling hills outside Glen Rose. Participants can enjoy horseback riding, zip lining, or a game of horseshoes, and planners can schedule events at the outdoor pavilion with optional air conditioning for hot Texas summers.

WELLNESS ACTIVITIES

Embracing nature as a source of inspiration and relaxation also increases people’s wellness beyond physical health. Wellness encompasses physical, mental, emotional, and spiritual well-being. It is a holistic approach to living that focuses on the interconnection between these four aspects of life. With an expanded idea of wellness, employees and leaders can focus on nourishing their bodies with healthy food and exercise, maintaining strong relationships with family and friends, having meaningful work that brings joy, and cultivating spiritual growth through meditation or prayer.

Of course, bleisure travel makes wellness goals more achievable, but so do outdoor events and intentional wellness activities. Participants in a conference can become overwhelmed, or workshop guests can get emotionally drained. Building in wellness events or activities to help with these concerns could include yoga, meditation, hiking, or kayaking. Wellness activities at events are becoming increasingly important for making guests feel energized and refreshed—making spa venues ideal sites for events.

Hyatt Regency Lost Pines Resort and Spa offers guests a quiet respite in a beautiful setting along the Colorado River in the Texas Hill Country. Even without bleisure time, planners can give participants wellness activities as breaks or end-of-day relaxation options. Guests of Lost Pines can enjoy spa services, the natural landscape water park, or a sunset hike. In the past, meeting planners might give vouchers for these services and activities, but now they’re scheduling them in with the agenda to ensure participants take care of their overall well-being during an event.

Hyatt Regency Lost Pines Resort and Spa emphasizes guests’ well-being.

PHOTO: HYATT REGENCY LOST PINES RESORT AND SPA; (OPPOSITE) SHERATON DALLAS HOTEL; (PREVIOUS) MARRIOTT MARQUIS HOUSTON

AUTHENTIC EXPERIENCES

Tending to relationships between team members is vital in keeping participants engaged and creating a long-term benefit from events, and that means going beyond the standard team-building activities to create authentic experiences between small groups and to interact with the community around the venue. Participants are looking for immersive experiences that are out of the ordinary. “Planners are asking for a lot more time for team-building activities,” Bear says. “Not just the standard golf. They want to mix it up. All activities aren’t necessarily sports-related anymore because they’re trying to accommodate the needs of a variety of people.”

Original experiences can be centered on food to bring in local flavors and flair. In Austin, participants can gather at food truck parks to enjoy a variety of cuisines and a truly Austin experience. Thicket Food Park not only boasts Tex-Mex favorites, Indian dishes, and several varieties of cheesecake, but it also has live music and is dog friendly. Like other food truck parks, it’s in a dirt parking lot and features picnic table seating. In the rustic event space, you’ll catch outdoor yoga classes, see what’s in season at the community garden, and maybe schedule an event since the space is rentable.

From cooking classes to nature treks, planners are booking varied add-ons that make the travel special. “We now offer more executive chef consultations,” says Soroka. “More groups are looking for community service projects for their attendees to do while at the hotel.” Event planners can capitalize on these trends by creating events that leave a lasting impression on attendees and give a deeper meaning to gatherings. The important part is considering not just what interesting activity or environment participants can enjoy, but also how they can converse and build genuine connections with one another, leading to greater collaboration that will carry back over into the office.

Above: Hilton Americas-Houston boasts a culture of customer service;

Below: Kemah Boardwalk near South Shore Harbor Resort and Conference Center

PHOTOS: HILTON AMERICAS; HOUSTON FIRST CORP.; (OPPOSITE) HOUSTON FIRST CORP.

SMALLER EVENT SIZES

While in-person events are on the radar for most companies this year, many hotels are seeing a trend toward midsize events with bookings of 250-500 rooms versus large 750plus room bookings for conferences that were routine in 2019. This type of smaller-sized event leaves room for an even higher level of service. Small to midsize events provide the opportunity to make a bigger impression on attendees when it comes to brands and destinations. This is another area where hotel event staff have stepped it up and are offering more personalized service. Inasu says the EET program at Marriott Marquis Houston gives meeting planners a higher level of visibility among participants and hosts. “This in turn helps the customer feel more comfortable in our building—their home away from home for a week,” he says.

Additionally, the trend of smaller meetings is expected to continue through this year and beyond because technology is allowing for the success of low-attendance events. Remote meetings have become more efficient and cost-effective, letting more people join without worrying about traveling. With the help of advanced technologies such as virtual reality, augmented reality, and artificial intelligence-powered chatbots, the meeting experience can be further enhanced for all participants. This shift toward smaller meetings will ultimately benefit companies by providing them with a cost-effective and timeefficient way to engage with employees. If hospitality companies and event venues take advantage of the smaller bookings to provide service excellence in new ways using technology, this trend could also benefit the travel and planning industries.

Regardless of the trends, service is still king. “To ensure success, there needs to be a strong culture of service from the top down,” says Jason Monroe, director of sales at Hilton Americas-Houston. “When this is present, attendees will be able to feel it no matter who they encounter. Everyone is a VIP, and they should be treated like it.” This year, meeting and event professionals can expand their reach, diversify their offerings, and increase revenue. In addition, both planners and organizations can create tailored and memorable experiences that foster creativity, innovation, and productivity over the long run.

fwbg.org

hilton.com

lostpinesresortandspa.com

marriott.com

roughcreek.com

sshr.com

thicketaustin.com

The short-term bookings are incredible, especially in the corporate area.

Bridget Bear, South Shore Harbour Resort and Conference Center

The Jessica sandwich from Brooklyn Breakfast shop at Thicket Food Park

ON THE CUTTING

BY Natalie Compagno

"BEAM ME UP, SCOTTY!”

Trekkies know this phrase was never actually spoken by Captain Kirk in the beloved “Star Trek” TV series, but it has become so iconic as to be embedded in popular culture. Synonymous with this phrase is the image of members of the Starship Enterprise being turned into light particles and moved instantaneously onto faraway planets. When experiencing today’s tech breakthroughs for the meetings and events industries, Captain Kirk would surely say that tech has boldly gone where no person has gone before.

Whether it is VR, AR, holograms, contactless check-in, robots, or LED walls that transport, technology is now incorporated into all aspects of hospitality and group engagement. Although this may sound impersonal, it is the opposite. These innovative tools allow planners to be more creative and reach more guests while still producing that once-in-a-lifetime gathering.

Meeting and event planners can harness these tech breakthroughs to boost business. It is not just about that impressive moment of discovery, tech is how this industry will stay dynamic, inclusive, sustainable, and profitable.

THE HIGH IMPACT OF HOLOGRAMS

Nothing conjures up a futuristic, space-age event element like hologrammed keynote speakers. Talk about a wow factor—audiences get to interact in real time with presenters who are in completely different parts of the world. Larry O’Reilly, CEO of ARHT Media, understands how potent hologrammed speakers are. His company created a hologram of Ukraine President Volodymyr Zelenskyy this summer for the Founders Forum in London last June, and three other simultaneous conferences. The reach was exponential and the lasting effect on viewers was powerful. “I remember when I saw a hologram for the first time,”

The future is now for tech breakthroughs in the meetings and events industry.

Volodymyr Zelenskyy, the president of Ukraine, appears as a hologram to connect with attendees at a conference last year.

recalls O’Reilly. “I felt the same way as when I saw IMAX for the first time. It was as if my eyes and ears were deceiving me.”

Hologram technology has a strong appeal for event planners because it allows presenters to attend and participate in meetings and conferences that they couldn’t normally travel to. According to O’Reilly, the key factors and return on investment (ROI) are that “speakers can participate in the run of show, who normally couldn’t attend, therefore, reducing travel costs and carbon footprints, while making a higher impact than live speakers.”

The ramp up for this type of experience can take six weeks or longer, and the earlier in the process ARHT Media can collaborate, the better the result, O’Reilly says. Their partnership with WeWork, however, makes last-minute requests possible, with the same quality. At a conference where environmental

activist Erin Brockovich was to appear via Zoom, the event planners decided to pivot at the last minute due to the incredible audience reaction to a hologrammed speaker the day before. Enter WeWork, near Brockovich’s home in the Los Angeles area, and voila!—Brockovich was hologrammed in. The power of this technology can’t be overstated.

Event planners should note that this technology can be used for more than just worldwide conferences. Movie studios employ holograms to launch films and beam in actors from different time zones for premieres. The bride at a wedding received a pleasant surprise from her best friend, who appeared as a hologram at the reception because she couldn’t celebrate in person. Or consider the birthday party on a yacht in Antarctica, which hosted authors as holograms each night, encouraging passionate book club discussions.

PHOTO: ARHT MEDIA

VIRTUAL LASER IMMERSIVES

Global experiential company Illuminarium Experiences is an innovative entertainment venue with immersive audiovisual experiences. Its locations in Las Vegas, Nevada, and Atlanta, Georgia, have vast, customizable settings where planners can create a dynamic and personalized environment sure to impress. A 4K laser projection system sweeps guests around the planet—to a Japanese night market, a luminous reef beneath the ocean, or a majestic African savanna.

Brian Allen, executive vice president of technology and content integration at Illuminarium Experiences, says it well: “Illuminarium is, as we say, ‘A place that can take you any place,’ and I believe that to be true when you look at the flexible and multimodal nature of our venues.

Using the latest technology platforms across the audio [and] visual world, Illuminarium has built a robust format that allows for flexible programming and future development.”

Mix in chef-driven cuisine and full bar accommodations with expert mixologists for a robust offering that will amaze attendees. Allen concurs, “Illuminarium can host completely virtual events or a blend of in-person and online. Looking toward the future, we are always looking for ways to improve upon the guest experience and deliver the best show possible. This may come in the form of augmented layers that expand the narrative or the way we interact with guests pre-, during, and post-experience,” he says. “We believe that our content starts as soon as a ticket is purchased, and finding ways to reduce friction and effort for our guests is always a priority.”

Illuminarium Experiences provides immersive audiovisual entertainment for groups.

PHOTO: ILLUMINARIUM EXPERIENCES

ROBOTS TO THE RESCUE

The hotel and resort industry also embraces the latest technology for out-of-this-galaxy group hospitality experiences The new Lake Nona Wave Hotel in Orlando, Florida, greets guests with a futuristic facade of curved glass inspired by a wavelength of energy, but inside is where the tech comes to life. R2D2, please meet the riveting Rosie the Robot Butler. This AI charmer serves drinks to groups during meeting breaks.

Suzie Yang, the general manager of Lake Nona Wave Hotel, reflects on the future of hotel technology for guests: “We have found that travelers—now more than ever—are looking to customize their trips, whether it’s for business or leisure. Technology is essential in making this a reality by allowing them to make choices they couldn’t before. For example, giving them the option of how they would like to check-in, how to customize their room upon arrival, and even envisioning their events on-site through VR [virtual reality] before they happen.”

As Yang points out, these tech enhancements all cater to the guest experience. “Our team carefully incorporated tech-forward features into the hotel that serve to enhance the guest experience. We see this approach as the future of travel, and I’m proud to be part of a team that is paving the way in that sector.”

Nona Wave Hotel is home to Well+ech by Wave, a collection of guest rooms equipped with inventions to perfect health and sleep. Groups can wear VR headsets for group meditation, site inspections, and strolling the Sculpture Garden to visualize future event setups. Top it off with contactless check-in, group agendas, and in-room iPads, and planners have access to the best of the next generation.

MAGIC DOORS, APP CHATS, AND VIRTUAL TOURS

Long lines at the check-in counter leave less time to explore the hotels that resort guests have traveled to enjoy. Thompson Seattle and Thompson Denver offer the World of Hyatt app for contactless checkin that has a “Mobile Key” to unlock the room door. Thompson Seattle embraces hybrid events with The Owl, a voice-activated, advanced webcam that swivels to move the camera toward whomever is speaking, projecting the image of the person to virtual guests. Thompson Denver provides a text platform that allows communication in real-time

with guests. This way of answering questions is the new standard for service and hospitality.

Cassie Conching, director of group sales at Four Seasons Resort Oahu at Ko Olina agrees, saying that “The Four Seasons App Chat is a valuable technology tool for planners and attendees, both in the planning stages and once the program is onsite. Attendees can connect in real time, directly with our team, to coordinate any special requests, from activity reservations and dining to jobs as simple as printing documents.” The property’s 360 and 3D models assist planners and make their jobs more efficient and accurate. Conching adds, “At Four Seasons Resort Oahu, our team understands how busy and time-consuming the meeting-planning process can be for our partners and clients. These in-depth visuals of the property’s various meeting spaces and guest rooms allow meeting planners and their clients [to see] a true representation and visualization of the event space through our advanced technology.”

Convention centers are also partaking in the breakthrough technology trend. Idaho’s Boise Centre has used LED walls up to 100 feet long for mesmerizing event design, to promote sponsors, and use as content screens. Columbia Metropolitan Convention Center in South Carolina draws on its SKYNAV platform for virtual tours of the destination. This technology is a meeting planner’s dream during the selection and planning processes and gives attendees a real look at the destination before arriving at the event. Seattle Convention Center’s new Summit building incorporates technology for sustainability. Summit’s kitchen and scullery include food waste dehydrators that rely on high heat recirculation to dehydrate the waste food, reducing the volume and weight by up to 90%. The output becomes fertilizer to use or to sell.

When President Zelenskyy spoke as a hologram to attendees at one conference in Europe, he wore a “Star Wars” T-shirt. He discussed the tech sector in Ukraine, its opportunities, and a borderless free trade zone for tech. Much like the movie “Star Wars”—and “Star Trek” before it—technology connects all walks of life, all over the planet. These tech breakthroughs might seem futuristic now, but advancements keep moving at the speed of light. One day, when talking about holograms, the discussion will begin with: “A long time ago in a galaxy far, far away.”

ZOOMING FORWARD

Gen Z embraces hospitality like no other generation.

Born between 1997 and 2012, Generation Z is not only the largest generation in the United States, but it is also the most diverse and digitally inclined. According to the American Hotel & Lodging Association (AHLA), as Gen Zers enter the workforce, many are interested in altruistic employers—a primary reason why the hospitality industry has caught the eye of 51% of the generation. This group brings with them unique insights into the digital landscape, along with an investment in social responsibility and professional altruism. If employers treat them well, they will be looking at the next band of well-informed, sociable, and committed industry professionals.

Why Hospitality?

Who is Generation Z?

Gen Z is the demographic cohort succeeding millennials and preceding Generation Alpha.

The AHLA says they spend more time online than any other generation, providing a level of media literacy unique to this generation.

45% of Gen Zers are already working part- or full-time, reflecting an interest in good pay and benefits from employers.

The top three things this generation looks for in an employer are ethical and altruistic standards , a fun and friendly environment , and equitable leadership, according to the AHLA. These characteristics are prominent in the hospitality industry, thus making it an attractive career choice.

51% of Gen Zers are interested in hospitality careers. Events manager and hotel manager are the top desired job titles within the industry, the AHLA reports.

Getting the Industry on Gen Z’s Radar

72% 81%

of Gen Zers learn about jobs from job websites (AHLA).

of Gen Zers prefer email to communicate with employers (AHLA).

Focus on Compensation

» According to Salary.com, the average wage in hotel management with five years of experience is $112,966

» The median pay for a graduate with a hospitality management degree with less than a year of experience is $46,400, according to Business Management Degree.

» Glassdoor reports that the average wage for entry-level event managers is around $44,000

Getting the Degree

According to Data USA, 17,825 degrees in hospitality management were awarded in 2020 in the U.S.

Public two- and four-year universities are the most common institutions to obtain hospitality degrees.

Bachelor’s degrees are the most frequently sought type of degree when pursuing hospitality management.

Offering the Work Criteria

Gen Zers Care About

Pay and benefits

Median tuition for in-state public institutions is $6,429

The three institutions that awarded the highest number of hospitality management degrees in 2020 are Florida International University, University of Central Florida, and University of Nevada, Las Vegas.

Engaging work

Opportunity for career growth

Flexible work hours

Universal Plans New Theme Park in Texas

» UNIVERSAL PARKS & RESORTS announced it will open a theme park in Frisco. This new park will feature a fresh look and feel compared to Universal’s other theme parks. Smaller in size, it will still o er family-friendly attractions, interactive shows, character meet and greets, unique merchandise, and food and beverage venues. A Universal hotel will accompany the park, and there is room for future expansion on the 97-acre site. Universal chose Frisco due to the city’s growing population and its ability to attract businesses to the area.

“We are excited about the opportunity to partner with the city of Frisco and Mayor Jeff Cheney to bring this innovative, new concept to life designed specifically for a younger generation of Universal fans,” says Page Thompson, president of New Ventures at Universal Parks & Resorts, in a prepared statement.

Mayor Je Cheney adds, “This new Universal concept will continue to enhance our tax base, expand employment opportunities, and bring even more fun to Frisco—benefiting our residents, businesses, and visitors.”

corporate.universalparks.com

GREAT WOLF LODGE SPLASHES DOWN ON THE TEXAS COAST

Afamily-favorite vacation spot, Great Wolf Lodge, broke ground on a resort in Webster, about halfway between Houston and Galveston on the coast. Opening in 2024, the resort joins 21 other lodges across the country and is part of the largest group of indoor water park resorts in North America. Joining the Dallas-Fort Worth area’s Great Wolf Grapevine, the brand’s other property in Texas, this new 532-room hotel will sit on a 27-acre site and will feature a 95,000-square-foot indoor water park. The lodge is expected to bring 500 hospitality jobs to Webster. greatwolf.com

BUC DAYS IN CORPUS CHRISTI

Set sail for Corpus Christi May 4-14 for Buc Days, the city’s annual pirate-themed celebration. The event kicks off when the mayor walks the plank off a pirate ship and falls into the marina. Highlights of the festival include a daily carnival, a nighttime parade, the Corpus Christi Rodeo, and the Professional Bull Riding Velocity Tour Finals. Visitors also will enjoy the barbecue competition and daily musical performances. Visit the Shops at Treasure Island and explore 76,000 square feet of retail, craft, and food vendors for just the right booty.

bucdays.com

PHOTOS: GREAT WOLF LODGE; VISIT CORPUS CHRISTI

Rodeo Corpus Christi at Buc Days

TEXAS STATE PARKS’ CENTENNIAL CELEBRATION

Texas State Parks is celebrating 100 years this year with programs and events throughout the state. The parks cover some 630,000 acres, protect rivers and reservoirs, and provide habitats for threatened and endangered wildlife. From hiking and biking to fishing and kayaking, the parks offer outdoor adventures and peaceful retreats for nearly 10 million visitors each year. There are 89 parks across the state—find some centennial events at three of the most popular parks below.

CENTRAL TEXAS

Pedernales Falls State Park, located in the Texas Hill Country just west of Austin, is home to a popular but strenuous quarter-mile trail that leads to the swimming, wading, and tubing area of the Pedernales River. As part of its centennial celebration, Pedernales Falls State Park will host an evening event in April to encourage families to get outdoors. Activities include stargazing, a camping demonstration, and a nighttime testing station to compare your senses to those of nocturnal wildlife.

SOUTH TEXAS

Brazos Bend State Park in the Coastal Prairie region is a popular destination among Houston residents who enjoy the park’s 37 miles of trails and lush landscapes. To commemorate the centennial, the park will host the Brazos Bend Expo in May. The expo will feature a full day of programming that will help the community around the park celebrate the milestone.

WEST TEXAS

Big Bend Ranch State Park in West Texas is known for its remote location and rugged beauty with canyons, mountains, and a lack of light pollution for stargazing. Archaeological sites and towering canyon formations keep visitors coming back. As the largest state park in Texas, Big Bend Ranch State Park will celebrate the centennial by hosting Airstrip Astronomy, a night of stargazing, astrophotography, and astronomy-based oral history at the Sauceda Airstrip inside the park, in April.

tpwd.texas.gov

Dallas Dominates Hotel Construction Pipeline

» CONSTRUCTION of new and renovated hotels is booming this year in Texas. The United States Construction Pipeline Trend Report for the fourth quarter of 2022 by Lodging Econometrics revealed that Dallas has the largest hotel construction pipeline in the country with 176 projects in the works, accounting for 20,790 rooms.

The report also looked at U.S. projects in the planning stage, hotel builds scheduled to start in 2023, and hotels already under construction. At the close of the fourth quarter of last year, Dallas was the market with the largest project count in the early planning stage, with 85 projects and 9,644 rooms. The city also has the most projects scheduled to start this year with 68 projects and 7,711 rooms. Of the markets with hotels currently under construction, Dallas came in fourth behind New York, Phoenix, Arizona, and Atlanta, Georgia. The 23 ongoing projects in Dallas will deliver a total of 3,435 rooms.

Texas also made the list of the greatest number of new hotel openings in 2022, with Austin taking the second spot behind New York, thanks to 18 hotel openings in the Texas capital city, accounting for 2,233 rooms. For planners looking to Texas for upcoming events, there is sure to be plenty of room(s).

PHOTOS: ADOBE/TIM MALEK; TEXAS PARKS & WILDLIFE; ADOBE/GILBERTO MESQUITA

Big Bend Ranch State Park

Dallas is projected to start 68 hotel projects this year.

PEOPLE NEWS

The Fredericksburg Convention and Visitor Bureau (FCVB) appointed Brady Closson as the organization’s president and CEO. Closson arrives on the heels of serving as the director of the Grapevine Convention and Visitors Bureau and the Grapevine Convention Center. Closson also spent 12 years in sales and marketing positions at Hyatt Hotels Corp. in California, Virginia, and Texas. He holds a Certified Destination Management Executive (CDME) certificate, the tourism industry’s highest individual educational achievement, which he earned from Destinations International. He is succeeding Ernie Loeffler, who retired from his position after 24 years last October.

Visit Tyler appointed Diann Bayes as its president last December. Bayes has over 30 years of travel and tourism experience, including having served as the vice presient of Discover San Angelo for nearly six years and as vice president of membership services and development for the Texas

Across the Border to Caesars

When Texans want to gamble, see star-quality shows, or just get away for the weekend, they often take a quick trip east across the border to Louisiana. Why? Because of Caesars. Texans head to Horseshoe Bossier City for an experience full of food, fun, and favorable odds. After closing two years ago, the former Isle of Capri Lake Charles riverboat reopened on land as a 60,000-square-foot casino called Horseshoe Lake Charles last December. Come mid-year, the facility will also introduce an iconic eatery, Gordon Ramsay Steak, for guests to indulge in dry-aged steak. Farther east, the transition from Harrah’s New Orleans to Caesars New Orleans continues, and the luxurious new casino is expected to open in 2024.

caesars.com

Travel Alliance. Highly active in the alliance, she also serves on its board of directors as the legislative co-chair for the legislative affairs committee. She is succeeding Shari Lee, who retired last year after serving as president for 14 years.

The City of Waco announced that Dan Quandt is taking on the role of director of conventions and tourism. Quandt will officially step into a position after holding the role on an interim basis since November 2021.

Quandt previously served as CVB director for Grand Forks, North Dakota, and Lincoln, Nebraska, before he moved to Texas. He then spent 13 years running the South Padre Island Convention Center and Convention & Visitors Bureau, and seven years at the helm of the Amarillo Convention & Visitors Council. Quandt is also a founding member of the National Association of Sports Commissions and has several industry certifications, including Certified Tourism Executive, Certified Destination Management Executive, and Certified Sports Event Executive.

Horseshoe Lake Charles

EXECUTIVE RETREAT TRENDS TOWARD ADVENTURE

» TRAVELERS ARE READY for a little more of a challenge this year. Rather than the standard team lunch in between training sessions or the been-there-donethat leadership retreat to a golf course, many leaders seek a more immersive experience. According to a survey by Virtuoso, 34% of high-net-worth travelers are looking for adventure, and 16% want expedition-style travel.

So, what does that look like?

Aim for wellness or fitness offerings, complex mental tasks, and physical treks. Instead of a restaurant event room, try a bespoke fireside dinner outdoors to engage the mind and spark connection between leaders. Move the ice breakers off the couches and bond during a challenging trek through a scenic location. Create transformational moments for the executive team during travel that’s intended to help communities in need. Or just be tourists at home and explore your city’s popular historic attractions with fresh eyes and the intention to apply past lessons to present problems.

However, challenging doesn’t have to mean skydiving or even mountain biking; sometimes the adrenaline burst comes from winning a competition among peers or beating the clock for a mental exercise. When planning leadership and executive retreats, remember to include something for the thrill-seekers and liven up the experience for everyone by pushing the limits creatively.

Stories Around the Fire

Chef Tim Byres brings group culinary experiences back to nature.

BY AMY DURHAM

» ATTEND ONE OF TIM BYRES’ live-fire dinners or his farm-to-table feasts and you’ll witness not only people enjoying a locally sourced meal, but also their awkward silences and stiff conversations being transmuted into laughter and storytelling that they’ll remember long after the fire goes out. Byres, a James Beard Award winner for his cookbook, “Smoke: New Firewood Cooking,” and

former Food & Wine Best New Chef, has owned restaurants; cooked at the U.S. Embassy in Brussels, Belgium; and been a culinary ambassador for the American Chef Corp. He isn’t just an experienced pitmaster—you can find plenty of people who claim that fame in Texas—he’s a live firewood cooking expert who has traveled to places like Chile, Haiti, China, and Antarctica demonstrating his cooking techniques.

During his travels, Byres saw dining as an opportunity for a shared human experience that has inspired him to move beyond the standard idea of chef by putting people in a place beyond a restaurant setting and creating an immersive experience bigger than just food as the focus. At a time when more groups are looking for authentic experiences and bleisure travel is taking the forefront in meeting planning, Byres’ events are not only inspiring but also relevant to companies that are ready to create connection. During these gatherings, he tells a narrative through the location, local community, and natural resources used in a meal. “The storytelling part is the biggest part for me. It’s the creative part,” he says. “It’s tapping into emotions and memory-making—not just food.”

These group events are curated, specific, and intentional. Tables of eight encourage what Byres calls the perfect amount of interaction, and family-style plates require people to literally lend each other a hand. Acoustic music in a 360-degree scenic outdoor location provides the backdrop for Byres’ cooking over a fire for all to see—a transparency he hopes extends to guests. “My mission is to lessen the growing distance between people by bringing them together at a shared table with childlike wonder.” He hopes to open a permanent place for this experience, making it even more interactive. “Nourishment does not just come from a meal, but by bringing people together with the understanding of how important and powerful the shared table is as an equalizer and a tool for connecting humanity.”

about.me/timbyres

PHOTO: KAT WOLLE

PEOPLE P R OFILE Tim Byres

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For truly remarkable meetings and events, Omni Barton Creek Resort & Spa invites you to savor every moment while we curate every detail. Boasting over 76,000 square feet of luxuriously-appointed meeting and event space, attendees will bask in the panoramic views that surround the hilltop property, blurring the lines between indoor and outdoor, making it the ideal place to host your next event.

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