According to independent corporate meeting planner Susanna Swift, attendee preferences are shifting toward fine dining, quality entertainment, outdoor activities and culturally diverse locations like Italy’s Amalfi Coast. Photo courtesy of Susanna Swift

In corporate event management, a destination can be as important as the event itself. The plan can run something like this . . . It starts with a sought-after motivational speaker making an appearance in a much-celebrated locale like Orlando, San Diego or Honolulu. The thing is . . . if you plan it, they will come.

They, of course, are your attendees. You presented the destination, and in their minds, this meeting or event has already turned into a “bleisure” travel experience — pictures of combining “business” and “leisure” have materialized.

Andrea Caldwell is the owner and event planner at Practical Productions, where she manages conferences, trade shows, meetings and events. She has planned corporate events for Lionbridge, Optaros, SnapApp, Ginex and Ferrero Rocher. Caldwell believes that the destination has always been, and always will be, the linchpin when planning an event.

“In recent years, there’s been a noticeable shift in attendee preferences. They are much more selective when choosing events to attend,” said Caldwell, who further explained how the role of the event location has taken center stage in this decision-making process. Moving away from what seemed like the habitual rotation of events in New York, San Francisco and London, Caldwell’s clients are now steering towards a more strategic approach. They’re on the lookout for cities that may not be as familiar to their attendees, yet still relatively easy to get to, bringing a dose of freshness and intrigue to their event.

Melisa Brown, founder and CEO of Lux Lifestyle Events in Miami, FL, has worked on several corporate event and meetings in the financial industry for year-end celebration lunches, quarterly meetings and team-building events. She has also launched corporate events for companies such as Montecristo Cigars, home goods and candle companies, and the recent salons in Walmart for their national grand openings.

According to Brown, it is important for corporate meeting planners to understand the logistical necessities that are required for planning outside of a company’s immediate area. Pooling associates from various locations to one single meeting space can prove to be challenging if a planner is not guided by experience.

“Ideally, a corporate meeting planner will want to view the venue once before booking and again three to four months before the meeting or event to finalize details,” Brown said. “If a second trip isn’t possible, arrive at least five days early to make those decisions and have safety and logistical run throughs for your planned activities.”

Prior to a planner’s first site visit, Brown thinks it is important to set up virtual meetings with the caterer, decor, florist, sound and visual rental companies in the destination location. If you are unfamiliar with the destination, ask your venue of choice for referrals. If you’re hiring vendors from your local area, expect to cover their travel, food and lodging costs.

“Accommodations at the same hotel or a comparable hotel within 15 minutes of your venue is a ‘must’ to ensure that all schedules are met,” Brown said. “Negotiate these expenses up front so the budget does not get out of control.”

And whether a destination corporate event should be located near an airport really hinges on the attendee demographic and their geographic distribution. Caldwell and her team make an effort to organize events ideally requiring just a single flight for attendees. However, the landscape is evolving, especially with the prevalence of remote work, leading to a more scattered population. Ultimately, this means that meeting planners need to take into consideration the distances that some potential attendees may be traveling.

“If you happen to reside in a less conventional location, there’s usually a greater flexibility and tolerance for using various modes of transportation to reach the destination,” said Caldwell.

Indeed, if at least 50% of the attendees will be flying into the nearest airport due to their proximity from the location, then a destination close to an airport is key. “Driving several hours or hundreds of miles roundtrip to access the meeting destination requires more time, more attention, more endurance from the guests, which will ultimately add extra days at the hotel at additional cost,” noted Susanna Swift. As an independent corporate meeting planner, she works with a variety of corporations and has overseen the corporate meeting planning at Lumbermen’s Merchandising Corporation and Frosch.

“A well-selected location should provide adequate service by airlines, closer proximity to major airports, easy transportation options, and a fairly central location, preferably within walking distance of attractions and restaurants,” Swift said. “Lately, the attendees’ preference is shifting toward fine dining, quality entertainment, outdoor activities and culturally diverse locations.”

Cultural Offerings

The destination’s cultural offering is an important factor when choosing where to host a meeting. A planner wants to be mindful of the rules, traditions and adaptations to remain respectful to the people of that destination. There may also be members of your team that, due to their culture, may not be comfortable in certain destinations.

“I suggest doing a survey offering two to three proposed destinations that your team would prefer,” Brown said. “When deciding on a destination, keep in mind that it must be safe and have all of the resources you need.”

Providing a cultural travel guide for the destination is a good idea. This is a great way to offer insight and historical information on the cultural etiquette, traditions, background in food, etc.

“We’re immersing ourselves in the local culture, particularly when it comes to cuisine and lifestyle. For instance, if the city is known for its avid biking community, we might incorporate a bike tour into our schedule,” Caldwell said. Similarly, in areas with a plethora of charming local eateries, she plans for an extended lunch to indulge in a dine-around experience. Additionally, when Caldwell plans gifts for attendees, she prioritizes hyper-local sourcing for a more meaningful and regional touch. “We also look for gifts that help a local cause. For example, we had an event in Denver, CO, and ordered snacks from Women’s Bean Project, a local organization that helps women who are chronically unemployed, find careers,” Caldwell said.

Networking Opportunities

While a destination is a vital piece of the corporate meeting puzzle, planners may also want to provide ample opportunities to provide venue and dining experiences that allow for increased group activities and networking. You want attendees to share all of the destination’s offerings, while also connecting with each other.

That’s why Brown selects the venue based on the theme of the event, which can be either tropical, modern or contemporary. The venue helps her in creating the vision based on the esthetic elements and the flow of the event.

“A destination corporate event provides a retreat type of experience,” said Brown. “Not only is it about networking and meeting company leaders, but it also creates an atmosphere to enjoy the resort after the meeting by engaging in activities that can create a relaxing environment and long-lasting business partnerships and team building,” Brown added.

There’s a growing trend among attendees to bring their partners along on trips and extend their stay to explore the city. This adds to the charm of the event, as they’re drawn to destinations they haven’t visited before, seeking new and novel experiences.

Embracing the “Bleisure” Trend

Today’s trend of combining business meetings and leisure activities means that attendees are invited to enjoy a balanced experience of working some and playing some more. When a destination is an all-season locale with warm weather year-round and ample things to explore, more attendees may enjoy the event.

When focusing on the “bleisure” experience, corporate meeting planners focus on a destination that offers a wealth of business amenities and leisure activities. This, of course, includes activities that can be enjoyed by the whole family, if the attendee is bringing their family along.

When planning business activities, which often include meetings, conference and executive sessions, be sure to schedule them toward the first part of a trip. This ensures that attendees can adequately transition to their leisure time after the business activities have concluded.

To enhance the overall “bleisure” experience, corporate meeting planners should also put together a recommended list of local attractions, cultural events and recreational activities that attendees can enjoy during their free time. Perhaps go as far as to orchestrate group outings and tours so that attendees get the most out of the destination.

Key Destination Requests

There’s been a significant transformation since the COVID-19 lockdown toward destination-focused meetings. Nowadays, Caldwell has found that a common request from her clients revolves around securing destinations and venues that seamlessly blend indoor spaces with outdoor accessibility. The specifications for ballrooms have become more intricate as well.

“Attendees now express a desire for natural light and environments conducive to fostering creative thinking,” Caldwell said. “To add a touch of elevated experience, we also make it a point to reserve hotels with rooftop restaurants. Even if it means using heaters, many times, these spaces become the preferred setting for our meals.”

Lately, the Practical Productions team has adopted a format with a cocktail reception where attendees initially gather, followed by branching out into smaller dinners across various restaurants. This approach not only accommodates diverse dietary restrictions but also makes an unforgettable experience that becomes a talking point. Dining this way fosters a more intimate setting, providing participants with a chance for meaningful conversations.

“This year, we hosted an event in Providence, RI, and I must say, it ranks among my favorites to date,” Caldwell said. “The city’s culinary landscape is exceptional. As an older New England city, Providence exudes a youthful vibe, marked by fantastic food tours, a fiercely competitive culinary scene and world-class street art. Plus, its compact size makes it easy to get to out-of-city adventures swiftly.”

Swift adds that outside venues or entertainment come to play when there is ample time to plan outdoor activities. Nevertheless, if weather, location and restaurant set-up allow, an outdoor cocktail hour or outdoor dining can be a fabulous experience. Attendees highly prefer roof-top terraces, outdoor space overlooking a lake, beach or ocean.

Of course, as Swift notes, budgeting factors can greatly affect venue selection, entertainment, and dining experiences. When increased group activities or additional networking opportunities are required, she looks for suppliers offering something “extra” or a venue not heavily focused on high quality meal service but offering a special tour, sporting activity or games in an unusual setting. All of these options can provide additional opportunities for attendees to communicate and network with each other.

Hosting meetings at unique destinations can be a beneficial to team building and strengthening work relationships. The destination itself can also be a determining factor based on travel time, cultural logistics and the location environment.

“When hosting a destination event, you need to consider things like transportation, accommodation, entertainment and more,” Brown said. These factors are often key to whether a person will attend a destination-focused event or not.”

In the end, when planning that dream destination for your event, planners must stay in touch with the latest trends. Lately, attendees not only want a change of scenery; they want an event that shapes into something memorable and special — surrounded by people and places that give them an experience they won’t forget.  C&IT