Corporate Travel & Events by Mediaplanet_USA

JUNE 2019 | FUTUREOFBUSINESSANDTECH.COM

An Independent Supplement by Mediaplanet to USA Today

CORPORATE TRAVEL & EVENTS Daymond John

shares his advice on networking eï¿½fectively at corporate events

Discover the must-see destinations for business travel Learn the three main reasons live event marketing matters

Imagination in Event Planning In a world increasingly guided by artificial intelligence (AI), the power of imagination is highly prized. While AI can make things easier, we feel that imagination and creativity — very human attributes — remain important. We’ve identified three core aspects of imagination that event organizers should consider. 1. Collaboration Every aspect of the event and incentive travel industry — from airlines and hotel groups to supply chain businesses, universities, and software developers — can transform event experiences. 2. Diversity and inclusion By embracing inclusivity, the meetings industry can bring people together. As part of the planning process, imagine what would make your event be more inclusive from the outset. Think about what would bring in people who may not feel included. 3. Sustainability As a result of our commitment to implementing best practices in event sustainability, the IMEX Group now sends zero waste to landfill after IMEX in Frankfurt. We continue to explore fresh approaches to the use of green materials, food choices, and more. Carina Bauer, CEO, The IMEX Group

The Value of Meeting Face-to-Face Society and the economy rely on strong personal relationships, and those connections can only thrive by meeting face-to-face. While digital technology can enhance human interactions, it will never be a true substitute for face-toface communication. When I think about the business events industry, I think about face-to-face meetings and the powerful effect they have on global economies and social progress. Business events are meant to facilitate growth and transformation by gathering people from different walks of life to collaborate and learn. Great things happen when we convene, and society as a whole benefits. Building connections Meetings are the most effective way to build con-

we break down any barriers that may stand between us.

Sherrif Karamat, CAE President and CEO, PCMA

nections, engage attention, work collaboratively, and ultimately build trust. This is true for a gathering of thousands or an intimate event, and regardless of purpose, whether education or incentive travel. Meetings can stimulate thinking and introduce us to new ideas by placing us in new environments. Research shows people retain information and think more creatively while experiencing new spaces. We collaborate when we meet face-to-face and

Impact A study from Business Events Sydney determined a direct connection between business events and positive outcomes that extend far beyond tourism and direct spending. Research showed that business events leave legacies in many areas, including social change, knowledge and skills development, and economic growth. Face-to-face meetings can be highly productive, as business deals are twice as likely to be completed following an in-person meeting. You are more likely to engender loyalty and build trust from face-to-face meetings than communicating by email or phone. And that is what makes face-to-face interactions so valuable. n

Publisher Amanda Deutch Business Developer Joelle Hernandez Managing Director Luciana Olson Designers Tiffany Pryor, Marie Coons Copy Editor Sydney Scott Director of Sales Shannon Ruggiero Director of Business Development Jourdan Snyder Director of Product Faye Godfrey Lead Editor Mina Fanous Production Manager Josh Rosman Content Strategist Vanessa Rodriguez Cover Photo The Shark Group All photos are credited to Getty Images unless otherwise specified. This section was created by Mediaplanet and did not involve USA Today. FOLLOW US: @MEDIAPLANETUSA

INQUIRIES: US.EDITORIAL@MEDIAPLANET.COM AND US.ADVERTISE@MEDIAPLANET.COM

PLEASE RECYCLE

2 • FUTUREOFBUSINESSANDTECH.COM

MEDIAPLANET

WH EN THE R I GHT S PAC E G ETS YO U ON THE SA ME PAG E

G R E AT E R GAT H E R I N G S. M A D E H E R E . At Marriott International, we understand the power of meeting in-person. From small gatherings to major conferences, we bring people together in event spaces designed to inspire productive collaborations. With an unparalleled collection of 30 brands and 7,000 properties spanning 130 countries, you’ll find the means and support to make any gathering greater. LEARN MORE TODAY AT MARRIOTT.COM/BUSINESS

©2019 MARRIOTT INTERNATIONAL, INC. ALL RIGHTS RESERVED. MARRIOTT BONVOY™ AND ALL OTHER NAMES, MARKS AND LOGOS ARE THE TRADEMARKS OF MARRIOTT INTERNATIONAL, INC., OR ITS AFFILIATES, UNLESS OTHERWISE NOTED.

SPONSORED BY SIOUX FALLS

7 Reasons Your Next Event Should Be in Sioux Falls Planning a meeting? Here are seven things you can only do in Sioux Falls.

1 2 3 4 5 6 7

See a waterfall No other city has a waterfall flowing north through downtown at Falls Park. Bike or kayak the city Over 19 miles of continuous bike trail loop along the Big Sioux River Greenway. Sculptures worth $1 million SculptureWalk features over 55 pieces of art and will soon include the Arc of Dreams. Bask in the countryside Beautiful farmland surrounds the city offering dairy farm tours and local wineries. Hear and taste the world Sioux Falls is a modern-day melting pot, featuring more than 700 eateries ranging from Cambodian to Italian. Take in a concert From prestigious touring acts at the Denny Sanford PREMIER Center to 50 free concerts at the new Levitt Shell. Delectable plates Decadent pastries and macarons from “Top Chef: Just Desserts” winner Chris Hanmer at CH Patisserie.

Break up with the ordinary — Sioux Falls is a special place. Jeff Somers 4 • FUTUREOFBUSINESSANDTECH.COM

How In-Person Meetings Benefit Companies Even in the Digital Age Despite technological advancements, the meetings industry still benefits companies most when meetings and conferences are held in person. It’s no secret that business travel drives business growth and that face-toface interactions help get business done. A strong majority of millennials (57 percent), who represent the largest segment of the U.S. workforce, believe technology can never replace face-to-face meetings to get business done. This should come as no surprise. No amount of video chatting, conference calls, text messages, and emails will ever replace the true value of meeting a client or a colleague in person. Limits of technology As beneficial as these technological advancements are, there are still limitations, as technology just can’t compensate for certain things.

The tangible benefits of face-to-face meetings far outweigh the cost savings achieved through online or technology-enabled meetings. Meeting someone in person allows for the opportunity to truly build a relationship, while online meetings present myriad challenges. Technological or connectivity issues can affect the client experience and set a negative tone for the conference call. Live events Companies understand that face-to-face meetings help strengthen business ties and create new relationships. Meeting in person allows individuals to read and decipher non-verbal, visual cues such as facial expressions, hand gestures, and body language. While virtual communication succeeds in connecting individuals around the country or around the globe, it lacks the personal connec-

tion that can be established in person. Emotional connection According to Harvard Business Review, an emotional connection matters more than customer satisfaction. Its research shows that emotionally connected customers are more than twice as valuable as highly satisfied customers. The emotionally connected customers “buy more of your products and services, visit you more often, exhibit less price sensitivity, pay more attention to your communications, follow your advice, and recommend you more.” Time and time again, we continue to see the value of face-to-face, human interaction. Regardless of the advances in technology, people and relationship-building are the key factors to an organization’s growth and success. n Scott Solombrino, COO and Executive Director, Global Business Travel Association MEDIAPLANET

NEW THINKING + NEW TOOLS = THE FUTURE

“ To deliver the future of travel, you need best in class technology. We have been impressed by the capability and flexibility of Upside’s technology and team to improve the business travel experience for customers of Corporate Traveler, a flagship Flight Centre brand partnering with small-to-medium-sized corporate clients.” Dean Smith President Flight Centre Travel Group The Americas

Disrupt the status quo. Step into the future of business travel.

“ Flight Centre is the perfect partner for Upside as we get aggressive in serving small-to-medium-sized corporate clients. Their personal approach to client relationships combined with Upside’s tech stack is the way to the future.” Jason Wynn Chief Commercial Officer Upside Business Travel

upside.com/future

Face-Time: Using Live Events to Drive Innovation and Inspiration Hosting live events for people to meet in person is a critical way to encourage innovation and creativity in your employees. here is no doubt that marketing your brand is important. And how you get your branding message out to your audience depends on a variety of factors, but ideally, it will contain ways to directly connect people to your product or service. Live events Experiential events provide an avenue for face-to-face interaction and a direct line of communication to your consumers. They also create entrepreneurial opportunities, lead-generation avenues, social media interac-

tion, live streaming content, and hands-on experiences for attendees. When people engage in live, face-to-face events, they are able to interact with likeminded individuals who, in turn, share their knowledge and ideas, sparking creative inspiration and innovative concepts. In the current climate, expectations for planners to deliver experiences that hit all the marks are paramount. Learning, networking, fun — these are the qualities of live events that spark innovation. According to the American Express Meet-

ings and Events’ 2019 Global Meetings and Events Forecast, planners are continually finding new ways to engage attendees for the best possible event outcomes. This includes focusing on all aspects of the event, such as location, technology, networking, content, and interaction. Face-to-face It’s no secret that many large corporations combine virtual technology and face-time with their consumers to ensure brand loyalty through the use of in-person experiences. Using technol-

ogy such as mobile apps, social media, and texting is part of our everyday lives. In the event world, we use those same technologies, along with others such as video conferencing and virtual meetings, to increase attendee engagement. Technology has a significant place within the live events space, but there is no replacement for the tangible benefits achieved from connecting people in person. When people meet face-toface, those interactions become catalysts to spark their innovation, creativity, and inspiration. Live event experiences get the creative juices flowing and increase personal interactions, allowing attendees to meet with new people and potential clients, and to build and cultivate relationships. Through these types of interactions, audiences not only become inspired themselves, but are also able to inspire others with their creativity. n Gwendolyn Y. McNutt, CSEP, Director of Board of Governors, International Live Events Association

-O-TON --IENTIFI- AN-E--ER------AP LG ELE-TRONI-- ADIDA- ---OLA-TI- VIL -LOOM-ERG INFL-ENTIAL LIVE LEGO PELOTO PIFY YO-T--E EXPERIEN-E- FOR -A---- GILEA RNER T-MO-ILE T-E WORLD’- WORK--MAN R -R GILEAD E-AY -E-T -RAND- -OM-A-T DJI A -PE PINTERE-T -ALE-FOR-E OLYMP-- ALDO TAYLORMADE GOOGLE TWIT-- MARIE -LAIRE A KONAMI WEARE-PARK-.-OM/--A WAZE KLIPVERIZON DOL-Y M-KE--ON ARI-TO-RAT --OPI 6 • FUTUREOFBUSINESSANDTECH.COM

“Shark Tank’s” Daymond John on the Fundamentals of Networking Success in business depends on a robust network of connections. We spoke with investor and The Shark Group founder Daymond John for his insights on effective networking. Networking is a term that has increased in use over the past decade. How do you define it? I define networking as connecting and interacting with people to expand and strengthen my own rolodex. It needs to be seen as an opportunity to meet ambassadors of industry and different types of jobs where you can build deeper relationships to grow your contacts and access to various ecosystems. My top three networking tips are:

1. Identify where you should network. I know a number of people that get some sort of analysis paralysis and don’t know where to start, or solely go to the events that their companies recommend. People should research conferences, trade shows, meetups, or whatever else that really interests them and make a plan to go to them. 2. Build genuine personal connections. Don’t forget the reason you’re at these events is to meet people. Don’t overly talk about yourself. Stand out by having a real conversation with people rather than seeing how many business cards you can collect. 3. Learn how you can provide value. Remember that other people attend these events to get

something. Do your best to find out what that might be, or just ask, “So what are you looking to get out of this event?” If you have a way you can easily help them, act on it. You’re starting off the relationship where you’ve been an asset. What should attendees get from a networking opportunity or corporate event? Attendees should get a better sense of people — what they do and why they do it. See their approach and look to see how they balance the process versus the result. Then take personal inventory of the problems they might be confronting and how you think you would solve them.

After a networking event, how should people follow up? It may sound obvious, but following up is crucial. You’d be surprised how many people go to a conference, trade show, or other event and don’t follow up with everyone they met. Hopefully you made a genuine connection with that person — so re-mention that similarity you have or reference that joke. How can professionals make networking more interactive? Preparedness: Be prepared to give your own “personal elevator pitch.” Know the type of attendees and know that you want to meet certain people. n

MEDIAPLANET • 7

3 Surefire Steps to Brilliant Meetings Quality audio-visual can enhance your meetings and help e�fectively deliver your message to your audience.

udio-visual (AV) creates atmosphere, immerses attendees, and sets the stage for an impactful experience at every event, no matter how big or small. Here are three steps to make great AV happen:

Select the AV provider that’s right for you

When you develop your venue RFP, preserve your option to bring in outside AV providers without hidden costs by including a clause with terms that maintain your freedom of choice with no additional fees or penalties. Before signing any contract, make sure your clause from the RFP is being honored and allows

you to evaluate and select your own preferred service partner — otherwise, you may end up with an AV option you don’t want, or worse, can’t meet your needs effectively. Carefully review your venue contract for any hidden or extraordinary fees, like inflated Wi-Fi charges or rigged costs for using an outside AV company.

Treat your AV provider like a partner

Be proactive and talk to your AV partner about your event objectives, goals, and budget from the start. Discussing these topics up-front allows the AV professional to plan around any constraints and design a custom

solution to maximize resources. Open communication is the key to a great relationship with your AV partner, so integrate it seamlessly into your event team.

Leverage new technology to engage attendees

AV professionals know how to leverage the latest technology to showcase your brand and elevate your message. They skillfully bal-

How Live Events Are Engaging — and Converting — Customers in Real Time SPONSORED

Brands all over the world are discovering the power of the live event in terms of branding, customer outreach, and ROI. Technology makes the world smaller — and noisier. Cutting through that noise is a huge challenge for companies worldwide. That’s one reason behind the rise of live event marketing — 85 8 • FUTUREOFBUSINESSANDTECH.COM

percent of consumers say they’re more likely to purchase a product after experiencing a branded live event. Live events claim an average of 22 percent of a CMO’s annual budget. “An increasing number of CMOs are understanding how crucial live events are to overall marketing strategy and revenue growth,” says Oni Chukwu, CEO of event management software company Aventri. “Organizations can’t afford not to invest in events. “Our platform’s foundation is built on event intelligence,” Chukwu points out. “We provide

event and marketing professionals with the tools to combine their live event data with existing marketing data, ultimately giving them the knowledge to convert and retain customers faster.” There are three main reasons events and event software have become important: 1. End-to-end event lifecycle “Our cloud-based event management system helps planners simplify event planning by covering every step of the event lifecycle,” notes Chukwu, “from event marketing to registration and reporting.”

ance the “wow” factor and content delivery with creative strategies to maximize any budget. Projection mapping, LED walls, scenic design, and video content are all effective ways to convey your message. Seasoned professionals will tailor technology to your space and audience for maximum impact. n Steve Wildemann, President, Rental & Staging Network

2. Most effective marketing channel Event marketing is seen as the gold standard — marketing professionals see live events as more effective than other channels, including email and social media. 3. Connects with your overall marketing strategy Live events, when managed by the right tools, accomplish what you’re already working towards — customer engagement and brand awareness — in a real-time, personal, and exciting way. With tools like Aventri, you can see realtime data and analytics on event performance, customer engagement, and ROI. In addition, the event intelligence collected from attendee behavior at events helps to bridge the gap between the face-to-face and digital worlds. n Jeff Somers

How to Choose the Ideal Venue for Any Size Event Choosing the right city and venue for your event can define its success. We identified three tips for finding the perfect event space. When you’re planning an event in a new city — especially a big one — it isn’t easy to select from all the event spaces available. Should you choose a hotel, a resort, or a convention center — or an off-the-beaten-path venue like a warehouse? Making the right choice can be critical to the success of your event. Here

are some guidelines on how to choose the right event space for you: Consider the vibe of the event It’s important to think about the mood and ambiance you want to create at an event as you investigate the options in a given city. A locally owned, independent hotel offers a very different atmosphere from a convention center or resort. Making site visits can give you a better idea of what each venue has to offer than

Making the right choice can be critical to the success of your event. even the most extensive online research. Look for the right scale It’s often most convenient to house all attendees under one roof, so, to some extent, the number of

attendees will dictate your choice of venue. If you’re planning a giant medical congress, for instance, a convention center may be the only realistic option. However, for a company offsite meant to stimulate the team’s creativity, you may have several viable options, such as a quirky boutique hotel, resort, or unconventional space that isn’t normally used for meetings, like an art gallery or aquarium. Match the venue to the purpose of the meeting When you’re planning an

incentive trip to reward your team for a job well done, then a venue that truly makes them feel rewarded, such as a resort, is often the best choice. But for a meeting where you’re sitting down to hammer out your company’s strategic plan, a resort setting could be a bit distracting. By keeping in mind the end results you hope to get from a meeting, you’ll be able to find the perfect venue for your group. n Elaine Pofeldt, Meeting Professionals International

MEDIAPLANET • 9

ADVERTORIAL

Meetings and Events by the Numbers

Industry Experts on the Future of Business Travel and Events

Anyone who knows me well has probably heard me say, “If it’s not important, send an email. If it’s important, but not mission critical, pick up the phone. If it’s really important, go see someone in person.” I’m a die-hard believer in the value of face-toface meetings. According to industry research, meetings play a crucial role in our economy. In 2016, companies spent $325 billion on meetings in the United States, enabling 251 million people to meet face-to-face, and powering $845 billion in sales. The value of meetings is undisputable. And that’s why, at Caesars Entertainment, we are so passionate about serving our clients who choose to conduct their business with us. Having hosted 1.9 million attendees at 17,300 meetings across our nearly 40 U.S. properties in the last year, we are experts in helping businesses achieve their goals through face-to-face interactions. Headquartered in Las Vegas, Caesars Entertainment is proud that the city is renowned as one of the world’s top meeting destinations. In 2017, a record-breaking 6.6 million people attended meetings there, undoubtedly lured by easy access, a wealth of options, and year-round sunshine. Our commitment to meetings also means we continually invest capital to better serve our clients. Caesars Entertainment recently broke ground on CAESARS FORUM, a 550,000-square-foot, $375 million conference center in the heart of Las Vegas debuting in 2020. Redefining meetings in Las Vegas, CAESARS FORUM will also feature the 100,000-square-foot FORUM Plaza, the city’s first dedicated outdoor event space. The message here is clear. While our world continues to be increasingly technology-driven, we are in the people business. And as such, face-to-face meetings have endured as an irreplaceable means of conducting business because their effectiveness spans all generations, every industry, and any set of organizational priorities. To put it more simply, meetings mean business. Michael Massari, Chief Sales Officer, Caesars Entertainment 10 • FUTUREOFBUSINESSANDTECH.COM

Paul H. Deutch Senior Vice President, Omni Management Group

Jason Wynn Chief Commercial Officer, Upside Business Travel

Why are in-person events important? When it comes to business development, quality face-time rules. Email blasts, telephone calls, and a great company website all have their benefits, but there is nothing like a few minutes (or more) of direct and personal interaction.

What is the top concern of planning business travel and how can it be combated? Employees waste time searching across a host of sites to find the best prices and convenient options. The solution is a one-stop shop that’s backed by expert customer service and that understands the ins and outs of business travel.

What do you think the future of events will hold for corporations across the country? I think that a corporate event of high quality and value, and which stays current with the times (e.g., technology, issues, etc.), will always play a major role for corporations with respect to business development and product education. What is one thing you’ve learned about corporate events? The success of a conference rests primarily on two factors: the quality and timeliness of the substantive agenda, and how well the physical location of the conference facilitates networking. Recognizing that not all industries are the same, I believe that one reason a conference will be remembered poorly is if ample time was not provided for social interaction. What is one thing you want all companies to keep in mind during events? From a marketing/business development perspective, it is imperative for all attendees to be respectful of the time, effort, and expense put in by their hosts. If your plans change, let them know. If you want to bring five people with you to someone else’s event, be courteous and ask first.

What do you look forward to most when traveling for business? Accomplishing the mission of my trip. The best part is getting business done, where the travel is invisible and simply a means to an end. We envision a future where a business trip is less about getting there and more about getting business done. How has technology improved business travel? Technology is starting to improve the experience, but it’s not quite there yet. Personalized, on-demand, location-aware, socially connected, predictive, proactive — these are the expectations of modern services. Travel has a huge opportunity to catch up, meet, and exceed those expectations. What should planners keep top-ofmind when organizing trips for employees? Always remember the goal of the trip is to get business done. Everything should work toward ensuring traveler productivity and happiness. That means balancing price, comfort, and convenience to ensure a successful trip for both the traveler and company. MEDIAPLANET

THE DESERT IS HOT

Absolutely igniting. Whether you’re looking to spark innovation and blue-sky thinking at intimate board retreats or to invigorate an entire industry at a large conference, Scottsdale offers distinctive, exceptionally functional meeting venues. And, when you step outside those venues into Scottsdale’s refined desert environment and year-round sunshine, the real inspiration happens.

SAVE UP TO $5,000. If you’re thinking of bringing your group to Scottsdale this summer, our Sizzling Summer Rebate Program will boost your ROI and save you up to $5,000. Now that’s hot! For more details visit TheDesertIsHot.com

Choosing Your Destination Tourism industry experts tell us why their cities are the place to be for your next business meeting or corporate event.

QUEBEC CITY

PHOTO: JEFF FRENETTE

PHOTO: SCOTTSDALE GALLERY ASSOCIATION

SCOTTSDALE

PHOTO: BRUCE MCCAMISH

KNOXVILLE

Sarah Rowan, Senior Director of Sales, Visit Knoxville

Kelli Blubaum Vice President, Experience Scottsdale

Ann Cantin Director of Communications, Quebec City Business Destination Head Office

In addition to a variety of outdoor and cultural experiences as well as historic and culinary tours, Knoxville’s “maker mentality” produces a wealth of unique activities. Options include Pretentious Glass & Beer Co., a one-of-a-kind studio/brewery where attendees can enjoy live glass blowing demos in the heart of Knoxville’s historic Old City. They can also visit downtown museums including the Knoxville Museum of Art, the Museum of East Tennessee History, or the one-of-a-kind Women’s Basketball Hall of Fame.

Scottsdale offers endless options for your clients, including Old Town tours with stops at wine tasting rooms and the Museum of the West; immersive Sonoran Desert adventures such as Jeep tours, hot air ballooning, and horseback riding; and water sports like rafting, kayaking, and stand-up paddleboarding. Offseason meetings allow for �ıve-star luxury at three-star prices. Our summer meetings rebate program could save you up to $5,000 on meetings booked during the summer months (late May through Sept.) from now through 2022.

The historic district of Old Quebec is a true jewel. A sacred UNESCO World Heritage Site, it is where most attractions and hotels are located. Its small cobblestone streets, architectural heritage, and cute shops make visitors feel like they were on a European movie shoot. From a meetings perspective, we have the facilities to hold important meetings. Last summer, we welcomed the FBI National Academy Training Conference and its 1,000 participants, accompanied by their spouses and children. We also have charming boutique hotels for smaller gatherings.

12 • FUTUREOFBUSINESSANDTECH.COM

MEDIAPLANET

THE PERFECT PLACE TO HOST YOUR NEXT EVENT WRIGLEY FIELD: LOCATED IN THE HEART OF THE NATION

WORK

STAY With more than

20 UNIQUE VENUES,

PLAY

Wrigley Field, Gallagher Way and the surrounding campus can entertain corporate and private events for groups of 15-40,000 year-round.

AVAILABILITY AND PRICING 773.269.5400

sales@marqueesportsgroup.com

MarqueeSportsGroup.com

Marquee Sports & Entertainment is the exclusive sales agency of the Chicago Cubs and Wrigley Field campus.

Event Security Planning Event security risk is evolving dynamically, as evidenced by the recent surge in complex, unpredictable incidents at major venues.

Meetings Mean Business: Why In-Person Matters

Minimizing risk and having an effective incident response is demanding more sophisticated and, unfortunately, more obtrusive measures. Event managers can maximize attendee safety by embracing these three security strategies:

The Meetings Mean Business Coalition was created in 2009 to showcase the incredible value that business meetings, travel, and events bring to the U.S. economy.

1. Use a macro-level risk assessment model Your risk assessment should consider risk probability, based on location, political stability, climate volatility, societal tension, and crime profile, along with risk impact for any potential harm.

The services provided by the meetings industry often go unnoticed, but the economic impact is undeniable. In 2017, face-to-face meetings and business events brought together more than 1.5 billion people across 180 countries. They supported 26 million jobs and $2.5 trillion in total economic impact.

2. Create a standardized, repeatable event response plan Your incident preparedness and response framework should be integrated into the overall event execution. At the event, the response team should establish an incident response command center. Post-event, the team should conduct a thorough evaluation and recommend plan improvements. 3. Collaborate to determine the right security layers Based on the risk assessment, work together to determine the appropriate mix and level of security measures to ensure strong security with minimal attendee disruption. Emphasis should be on the areas of highest attendee presence and interaction. Kimberley Gishler, President and CEO, Corporate Event Marketing Association

14 • FUTUREOFBUSINESSANDTECH.COM

Shaping cities Over the last decade, meetings have changed the DNA of metropolitan areas, including Philadelphia, Las Vegas, Cleveland, San Francisco, San Diego, and Chicago. These convention cities have seen firsthand that one of the best ways to grow the bottom line of a business, industry, city, or municipality is to invest in face-to-face. Many have crafted their growth plans

accordingly and given more focus to infrastructure and development projects with their convention and visitors bureaus (CVBs). The result: more collaboration and better access to business opportunities in high-priority growth sectors. Success stories Take Philadelphia as an example, where medical and technology-related conferences are driving significant revenue and awareness of the city as a top destination for business travel. While speaking at South by Southwest, Mayor Jim Kenney stated, “Conventions are very important to make Philadelphia known as a place to convene — where outside people can meet our people and continue creating economic growth for them and our city. I think Austin has done a fantastic job in branding itself as that kind of destination. Philadelphia has the capacity to do that [too].” Last year, the Philadelphia Convention and Visitors Bureau

brought 571 meetings and events to the city, which led to $324 million in direct spending. This economic activity helped generate $500 million in economic impact for the Philadelphia community. San Francisco offers another success story. According to Joe D’Alessandro, president and CEO of San Francisco Travel, strategic collaboration between the CVB and other local partners is translating to longterm economic impacts. Economic development “It’s really hard to separate the meetings industry from our general economic development,” said D’Alessandro. “We’re lucky because we have the industry sectors that are growing so fast, and that have a global presence, but we continually rely on meetings and conventions to help foster and encourage that growth.” n Julie Coker Graham and Trina Camacho-London, Co-Chairs, Meetings Mean Business Coalition

MEDIAPLANET

LET’S TAKE TAKE THIS THIS LET’S ONLINE Book business travel on the Orbitz app. Get instantly rewarded with 5% back.

550,000 SQUARE FOOT CONFERENCE CENTER OPENING 2020 LAS VEGAS