Return on Relationships

National Constitution Center, Brûlée Catering and Mid-Atlantic Events Magazine’s guests attending a Think Tank Talk dinner

R O R

Return On Relationships (ROR) is something we promote - and live by - as do most CVBs, DMOs and associations, as all thrive on keeping in touch with members. This approach always has been important for those within the hospitality, meetings, events and travel industries, but even more so over the past year, as keeping members or planners engaged has become increasingly valuable.

Mid-Atlantic Events has partnered with many regional organizations over the last 35 years, and we have always looked forward to new events that we could co-create. Events like the “Chester County Culinary Challenge” in partnership with the Chester County CVB, and now their new ”Chester County Versatile Venues” tour, which has become very popular. We’ve also worked alongside Visit Delco, PA for their recent “Meet Me in Delco” showcase, and with Discover Lancaster for a dinner program, both of which have significantly grown both in popularity and attendance.

For years, we have partnered with Woodloch Resorts on a unique DineAround event or creative cooking experiences (we can't wait to see what's next), and also with the

Poconos Mountains CVB as we helped partner on a “Fresh Air Advisory Council” focus group experience.

Think Tank Talk events (sort of the focus group-styled format) have helped engage planners with destinations or each other through peer-to-peer communication, successfully partnering with Bluestone Country Club throughout 2021 and, most recently, with The Drexelbrook in Drexel Hill, PA and with the National Constitution Center in Philadelphia.

These Think Tank Talks have provided a forum for people who want to talk about their own experiences and listen to what others have been doing since 2020, what they are doing now, and plans for 2022. Think Tanks and focus groups certainly are not new, but they have become a way to really solicit feedback as things in the industry have been challenging and continually changing.

Keeping planners informed has always been at the forefront of service provided by convention and conference and visitors bureaus for destinations. They participate in trade shows and conferences, and sometimes organize FAM trips to their destination or host road show events where they visit other areas to engage with potential clients and promote their offerings, and we often lend a helping hand with these events, too.

We look forward to continuing to help promote, co-produce and be part of the team as we continue to work with CVBs, DMOs and associations and bring everyone together for more creative programming in the year ahead.

Better Serving The LGBT+ Community

Photos from FAM trip hosted by LGBT MPA in partnership with NYC & Company in 2019 during WorldPride

Members of the LGBT+ community drive an enormous amount of business within the hospitality industry, observes Jim Clapes, Immediate Past Chair for the Lesbian, Gay, Bisexual and Transgender Meeting Professionals Association (LGBT MPA), adding that it is important to recognize and uplift their contributions.

“On average, our 1,900-plus LGBT MPA members plan 6 to 10 events per year in 43 different countries with a spend of over $18-billion,” says Clapes. “Keep in mind, this is simply the impact of one association that is not even five years old… I see LGBT MPA building an even larger, more robust membership that continues to engage not only the LGBT+ community, but folds in allies and people who don’t yet know they are allies.”

Clapes adds that the beating heart of LGBT MPA is fostering inclusion. “As such, I see us reaching out to an even greater extent beyond just the LGBT+ community and getting our message and mission welcomed and embraced by people who do not identify as part of the community.”

The hospitality industry touches people from all walks of life, all around the world, every single day, observes Clapes. “If we, as a collective and engaged hospitality community, can work toward diversification and committing to some very simple goals, there is truly the ability to create a shift in the attitude and perception of our attendees. Unless we establish ourselves as an open-minded industry that embraces diversity and has inclusion at the very foundation of what we do, are we truly allowed to call ourselves good stewards of hospitality?” When it comes to choosing a destination for a meeting or event, Clapes recommends reviewing the Human Rights Campaign’s equality index. It ranks municipalities based on their efforts to support an inclusive environment (for example, whether they institute inclusive hiring practices at their own agencies, and what anti-discrimination policies their police force upholds).

“At LGBT MPA, various destinations have shown their commitment to diversity and inclusion by becoming professional business members of the association and actively partnering with us on various other initiatives,” Clapes notes. “Take a look at LGBT Meeting Professionals Association - Business Members on our website (lgbtmpa.com) to view the various cities that are ready and excited to showcase their inclusion.”

Joining as a professional business member also showcases their commitment to creating a more diverse and inclusive industry. “We provide superlative educational and networking opportunities and business members have unique opportunities to engage with our over 1,200 professional planner members,” Clapes proclaims.

A destination also might feature a section on their website that provides visitor resources for LGBT+ travelers and highlights local businesses in the city that are welcoming to the community and that foster inclusion. Working with local business and encouraging them to get TAG (Travel Advocacy Group) approved through IGLTA (International LGBTQ+ Travel Association) will identify them as a welcoming accommodation.

When choosing a venue, determine whether they are willing to add a clause that permits cancellation if anti-LGBT+ legislation comes into effect within the relevant region, Clapes suggests. “You might think this sounds difficult considering the venue is obviously not responsible for local or state legislation passed, but many hotels are going the extra mile to prove their commitment to the LGBT+ community, and this is one of the ways.”

“Also, don’t ever hesitate to engage the local convention and visitors bureau to get a sense of the general attitude of the region on LGBT+ issues so you can make your own determination as to whether the environment is a welcoming one for your group,” Clapes recommends.

Another important consideration - don’t assume that because a client might appear to be a certain gender that they

Jim Clapes, Immediate Past Chair LGBT MPA Zach Wilcha, Executive Director Independence Business Alliance

identify as such. Tailor language accordingly when interacting with them. Other practical solutions Clapes recommends, particularly from a venue standpoint, include: committing to gender-neutral restrooms in public spaces of a facility; featuring LGBT+ people in marketing materials and online promotional campaigns; and offering diversity training for employees.

“The LGBTQ+ community has historically been an incredibly important part of the meeting and events industry. Our community is… greatly represented in all levels of the industry. I think, and hope, we can expect to see a slow recovery in this industry as more destinations align COVID protocols that protect their customers with the way their businesses run,” says Zach Wilcha, executive director, Independence Business Alliance.

“My hope is that destinations have taken stock of this historical moment to realize how important LGBTQ+ support is, and that they will take advantage of this time to reset and ensure best practices are in place for that community support,” Wilcha adds.

When talking about inclusion for any industry, Wilcha says, “we should look at it as the ideal intersection of what is simply the right thing to do and what is best for the bottom line. When we specifically employ inclusiveness in the hospitality and tourism area, we need to realize that the hospitality and tourism industry is a uniquely diverse field relying on a complex system of many different types of businesses.”

It’s important that individual businesses are inclusive, too, not only because it will make them more effective and productive, but also because these entities will be on the frontline of welcoming people to an area.

Furthermore, the benefits of diverse perspectives in the workplace are practically limitless, Wilcha explains. “Some of them include: a more productive and profitable company; more varied perspectives that can drive innovation; the opportunity to offer a broader range of products and services; a workforce that can operate comfortably as who they are; better communication; and the ability to attract and then retain top talent.”

Wilcha adds that inclusivity and equity are vitally important in all areas of organizational management, including at the very highest decision-making levels. “Recognizing and appreciating each other’s diverse backgrounds and experiences not only creates an environment that is more inclusive to everyone, but it is one of the best ways for groups to think creatively, foster innovation and problem-solving, and create community.” Independence Business Alliance is an LGBTQ+ Chamber of Commerce, and, as such, Wilcha notes, “we want to make sure we look at LGBTQ+-friendliness from a holistic view. We want to do our research on how comfortable our members and stakeholders will be bringing their whole selves into an environment.”

When it comes to choosing a venue for a meeting or event, knowing if the company’s policies are meeting the minimum expectation of equality for LGBT+ people is critically important. Wilcha suggests asking, “Are there widely inclusive supplier diversity policies that employ the best that LGBTQ+ businesses have to offer? Are there tangible examples of inclusivity, like gender-neutral bathrooms or inclusion of pronouns on employee nametags? Does the company have a history of engaging with our community?”

For meetings and events, Wilcha says, it’s important for a region and its business ecosystem to be welcoming to the type of people they seek to draw to their location. Inclusivity is the only way to truly get to know the people that a destination or business is trying to serve. “For example, my organization focuses on the LGBTQ+ community, so we encourage folks in the meetings and conventions industry to take note of how inclusive our area is for our community.”

“What are the laws and cultural norms like for LGBTQ+ people? If you can communicate the success and inclusiveness of the LGBTQ+ community, you’re increasing the appeal of your destination to LGBTQ+ travelers and tourists,” Wilcha continues. “This, of course, applies beyond the LGBTQ+ community to communities of all kinds. All people want to feel safe and welcome while traveling, and inclusive policies and laws at all levels can help ensure that.”

In addition, properties, vendors and suppliers can be better allies to the LGBT+ community by having policies that protect LGBT+ people in the workplace and make active efforts to employ and retain members of the community.

“In terms of further economic uplift, we encourage businesses to engage in inclusive supplier diversity that encompasses efforts to bring business to LGBTQ+owned enterprises,” says Wilcha. “Supplier diversity helps companies to ethically and efficiently source products and services from excellent businesses in marginalized communities. A great supplier diversity program can help maintain profits and grow customers while improving the local economy and encouraging innovation.”

“A good approach to diversity always allows us to recognize our differences as a good thing and to encourage empathy. Welcoming multiple points of view can help your organization better understand customers, employees and other stakeholders,” Wilcha continues. “Moreover, ignoring the importance of diverse workplaces comes at your own peril, as it’s the best way to broaden talent pools and has been proven to make all employees more engaged and productive.”