Fort Lauderdale’s broad appeal is highlighted from pristine beaches to cultural events, offering unique experiences. Courtesy of Visit Lauderdale.

In today’s meeting and events landscape, the cost of renting venues is at an all-time premium. It’s reason enough to send meeting and event planners into deep conversation … about how to economically accommodate their large events.

With rising costs across the board (and across the globe), professional planners are seriously considering stepping out of their first-tier city comfort zone and exploring the vast potential of second- and third-tier destinations. Cities such as Fort Lauderdale, Florida; Ketchikan, Alaska; Cheyenne, Wyoming and Pray, Montana (which is 35 miles north of Yellowstone National Park), as well as other cities like them, are charming their way into planner’s agendas.

Now, to clarify the tiers that destination cities fall into — First, Second, and Third tiers are not to be confused with first, second and third place. This isn’t good, better, best. Tiers are based on city size. Generally, first-tier cities have a population of over one million; second-tier cities have a population between 300,000 and one million and third-tier cities, which are the smallest, fall under 300,000.

In their search for something that fits their budgets, and offers their attendees a greater sense of place, planners have found these smaller cities to be hidden gems. Often neglected in the past because of preconceived notions, these cities offer planners unique, local experiences, charm and attentiveness, and an opportunity to switch things up, and bring excitement to their meetings.

In the South

Fort Lauderdale, Florida

Genuine Hospitality and Walkable Experiences

This movement began post-pandemic, when planners began to recognize that attendees were drawn to genuine hospitality and walkable experiences. Cities like Fort Lauderdale, FL, present an appealing package of economic value and cultural perks — one that’s made a long-lasting positive impression both on planners and their attendees.

“The Visit Lauderdale team hosted a ‘Summer Splash Destination,’ which is a two-and-a-half-day event that allowed multiple event planners (planning meetings of all sizes), to visit Fort Lauderdale well ahead of the events we were planning,” said Deb Densel, corporate operations manager for DOXA Insurance in Fort Wayne, IN. “During the event, we got to experience many things Fort Lauderdale has to offer, including in-person visits to the Convention Center, which was under construction at the time, plus 11 hotels in two days. Gifts unique to their city were given to each attendee as well.”

According to Densel, Visit Lauderdale took care of every detail from ground travel to meals, to sightseeing and unique experiences like the Water Taxi Tour, which concluded with a private, interactive dinner at TRP Taste. This event also provided an opportunity for in-person meetings with the hotel and restaurant staff they visited.

“The most unique event specific to Fort Lauderdale was the intercoastal Water Taxi tour, which was our group’s team-building event,” said Densel. “We had a boat captain and first mate who made our scavenger hunt competitive, interesting and fun! ”

Greater Fort Lauderdale is solidifying its status as a world-class meeting destination through strategic investments, like the $1.3 billion Broward County Convention Center expansion, ensuring enhanced capacity for events of all sizes.

“Our destination boasts exceptional accessibility with 20-minute proximity to most venues from the airport, diverse hotel offerings and scenic waterfront venues,” said Stacy Ritter, president and CEO of Visit Fort Lauderdale. “Not only do we offer meeting spaces but also, compelling reasons to extend an event stay post-meeting, with consistently warm weather, water activities and culinary excellence. These factors collectively elevate Greater Fort Lauderdale’s status in the meetings industry as a top-tier choice.”

Meeting planners can create a memorable experience for attendees by booking tours or private events at a variety of historical landmarks, which adds a charming and distinctive tropical touch to meetings. One of the most iconic landmarks is Las Olas Boulevard. It’s lined with stores and restaurants of all kinds, serving all tastes on the famous “wave wall” of Fort Lauderdale Beach.

Attendees can even take a tour of Fort Lauderdale’s oldest and most historically significant surviving structure, the Historic Stranahan House Museum or walk in the magical estate, the Bonnet House Museum and Gardens.

Greater Fort Lauderdale also has an eclectic food scene, acclaimed restaurants dotting restaurant row on Las Olas Boulevard include YOLO (because “you only live once”), Louie Bossi’s and Lobster Bar Sea Grille. Lively lounges and cafés with sidewalk seating provide the perfect places for people-watching and colorful nightlife.

There’s no better way to experience the “Venice of America” than from the water. And there’s no easier way to do that than on a double-decker Water Taxi or a private boat charter.

“Leveraging the charm and history of these landmarks adds a distinctive touch to meetings creating a memorable experience for attendees,” explained Ritter. “From fine dining restaurants to the golden sandy beaches, meeting planners will always find excitement in Greater Fort Lauderdale.”

The Millennial Touch & The Biggest Challenge

It’s no secret that second-tier cities have become increasingly more attractive to millennials, who prefer to travel to urban places that offer a vibrant culture, a thriving and diverse nightlife and unique outdoor environments. And so, cities like Fort Lauderdale present the perfect scenario for both the savvy millennial planner and their attendees.

As downtowns across the U.S. have gone through a striking revitalization, including their convention center districts, meeting planners and attendees are on the lookout for an all-encompassing in-venue solution to simplify the planning process.

Historically, the biggest challenge faced by event planners has been navigating the complexities of coordinating with numerous departments without a central point of contact for reference. It is largely understood that effective communication with various departments is integral to the planning process, providing the foundation for the successful execution of meetings and events. Still, this challenge resonates with planners and attendees alike. It’s also sparked a collective demand for innovative solutions to enhance the planning experience.

This exceptional district is also a hub of vibrant arts and culture, all within minutes of the convention center. “Attendees can immerse themselves in a rich tapestry of experiences enhancing the overall appeal of choosing Greater Fort Lauderdale as the destination for their meetings,” said Ritter. She recommends that planners elevate their meetings with breathtaking views, culinary excellence and cultural richness — which are all seamlessly woven together at the Broward County Convention Center.

In the North

Alaska, Wyoming, Montana

Close on Individualized Trips

Without having to travel outside of the U.S., incentive event planners are going north. They’re broadening their search to unique places, like Alaska, Wyoming and Montana.

“Now we’re seeing companies, including our own, that are extending those top-performer trips into the operations. So that’s a whole new audience,” said Mark Alt, vice president of Maritz headquartered in St. Louis, MO. Maritz is a leader in the meetings and events industry. It has been designing and delivering exceptional experiences all across the globe for decades.

“We’re in a unique time where the demographics of the participant on the incentive travel trips is very broad,” said Alt. “You’ve got five different generations sometimes on a trip. So, you have to do something more individualized. For instance, we’ve got a client here in St. Louis that actually allows their winners to earn points, and then they, in turn, can pick where they want to go.”

Alaska 

While this movement is influenced by millennials, Alt is certainly seeing it happen across the industry, with many smaller trips choosing to go north.

“Alaska is becoming more and more popular,” he said. “The popular ones are not necessarily always major cities — but more outdoors — places like Ketchikan, Alaska. We’re seeing a lot of things where it’s an experience that they may not be able to do on their own. The Waterfall Resort in Ketchikan, Alaska is a unique property.

“We got to experience that a couple of years ago. At first, I had a little apprehension about it. I was like, okay, am I going to get up there and not like this? But even if you weren’t an avid fisherman, it was an absolute adventure once in.”

Ketchikan is the gateway to incredible adventure throughout a large section of southeast Alaska. Located at the southern entrance to Alaska’s “Inside Passage” — a network of waterways providing visitors access to some of the most pristine and stunning wilderness in the world. Ketchikan is best known for three things: world class salmon fishing, idyllic scenery and a rich Alaskan Native culture. From Seattle, attendees can fly just over a couple hours nonstop and be in Ketchikan.

“Attendees step out of the airport and realize they have arrived in a whole new world,” said Char McClelland, president of Alaska Destination Specialists in Anchorage, Alaska. “Alaska is truly a bucket list destination; it’s a place that people want to experience or that have been to and want to return. Spending a couple nights in Ketchikan will give attendees time to explore the area, hike, explore or immerse themselves in the local culture.”

McClelland’s goal is for every planner and every attendee to leave with a piece of Alaska that will remain in their heart forever. “We have lodges and epic experiences throughout the state but one of our favorites is Waterfall Resort where fishing (catching), great food, incredible scenery and an all-around unforgettable experience are always found. We believe that anyone can build a beautiful lodge but what makes the experience special is the people,” she said.

To travel to the Waterfall Resort, first, you fly into Ketchikan, and then from there you take a seaplane into the resort. Once you’re there, you have a wonderful three to four-day adventure heavy on sports fishing. According to Alt, you don’t have to be a sports fisherman to get into it. You can just enjoy the nature and the scenery. You’re surrounded by all sorts of wildlife, and you’ll see things there, in that remote place, that you won’t see anywhere else in the world.

The pandemic also changed the dynamics of the destinations being considered by North American meeting planners. They became more interested in national destinations — meaning anything within the U.S., Alaska felt like the most exotic of the U.S. destinations to most planners. And anything related to nature also had a big boom.

“Montana has been very popular in interest,” said Norma Alberico, president of International Group Sales in Arbol, TX.

But there is an issue of supply and demand. According to Alberico, those states are not quite as ready for the level of incentive travel that is interested in them. They’re more geared for smaller groups.

“The U.S. meeting planner is very interested in all the mountain destinations — from Wyoming to Alaska and the Pacific Northwest,” she added. “Alaska is just such a beautiful destination, and it is attainable and reachable. You don’t need a passport, which is a big draw for meeting planners and companies just wanting to stay within the U.S.”

The radical shift from first-, to second- and third-tier cities has made planners rethink their budgets and event designs. In turn, smaller cities outside of New York, Orlando, Las Vegas, Chicago, Boston, Miami, Dallas and Denver (with new hotels and convention centers) are all profiting from a huge travel boom. Always in search of new experiences, planners are drawn to off-the-beaten-path types of cities, wanting a more experiential trip. In their minds, if attendees have a memorable experience, it’s likely to last much longer than something they’ve done more than once in a big city. The location will give the attendees a more holistic experience, involving both the event and the interaction with the new environment.

Montana & Wyoming 

Montana’s big sky attracts attendees looking for a western adventure, close to Yellowstone National Park. However, the national park has a limited summer season from May through August. Then the rest of the year is considered almost winter season, and you have limited park access. So, during those peak months, Montana is very hot.

On the border of Colorado, planners are finding Cheyenne, Wyoming — U.S.’s rodeo capital and a quintessential Old West locale — to be simply charming. “This is a big ranch-type destination that has gotten a lot of interest from groups,” said Alberico. “The beverage industry, in particular, is very interested in using that location for their meetings and events.” The state’s largest city is easily accessible from Denver International Airport, 90 miles south.  Cheyenne’s museums and galleries make excellent Wyoming meeting and event planning choices, while hotels such as Little America Hotel Cheyenne and The Plains Hotel offer meeting rooms and banqueting halls.

There’s definitely a peak interest in second- and third-tier destinations around the country. They all have charming qualities, but the one thing they have in common is that most of these properties are smaller and have limited capabilities. But, if the groups are interested in it, they look to individualize the experience. Where before they needed 100 rooms, perhaps they may be okay with 29.

It can also create a more intimate setting. The feeling of “exclusivity” can be a powerful draw, and an added bonus in producing a successful event. C&IT