A CADENCE incentive trip in Thailand included a visit to an elephant sanctuary where attendees could help bathe elephants while dressed as elephant trainers. Courtesy of Chardell Robinson

It’s no longer in vogue to book venues close to airports or at unwalkable, remote places. What attendees want is to be in the middle of the action, seeing, tasting and experiencing their host city’s cultural vibes.

Knowing that feeling like a “Local” has become such a draw for attendees, meeting planners are regularly incorporating these elements into their event designs. From excursions to iconic landmarks and local attractions to savoring signature cuisine and unique experiences, they are bringing a fun and energetic vibe to every event. Mike Underwood, president of Underwood Events, a DMC and event planning firm in Milwaukee, WI, says, “Now everyone feels like if you’re going to a place, it’s incumbent upon the groups who are hosting to do what they can for the guests while they’re there. CVBs want to show off their city — their job is to let people know what makes their destination unique. When planners take that information and use it to promote their destination, attendees are more interested in that kind of thing.”

Planners are also using offsite excursions and unique local experiences to entice in-person attendance. With more meetings and events shifting away from hybrid options and prohibiting streaming to encourage in-person attendance, planners are working with clients and local partners to feature creative add-ons that boost registration. These experiences add a sense of exclusivity to groups, not to mention networking and team building opportunities not found in a conference center or hotel.

“It starts by getting companies to come to a specific place, and planners highlight whatever makes that place unique. When attendees get there, they don’t just want to be in meetings all day long. A lot of people expect that when they get to a place, they want to learn about it, so there is an educational component. You’re going to have some fun time and hospitality baked into that. Attendees want something they haven’t experienced before,” Underwood says.

Gianna Gaudini, an corporate event strategist who has worked with some of the biggest companies in the country, most recently for Amazon Web Services, is the author of “The Art of Event Planning” and principal of Gianna Gaudini LLC. She suggests planners use every opportunity to give attendees local flavor.

“That’s bringing in local vendors for F&B, getting off property, working with your venue to see if they can bring in local vendors (i.e., food trucks for a snack break). If you can get people offsite for activities or a break, the change of scenery not only gives people a break but is a great networking opportunity that gives people an energy boost,” she says.

Moving offsite and exploring the area is a win-win for everyone. Experienced professionals appreciate the opportunity to expand their horizons outside of the traditional breakout session-type setting; millennials and younger professionals basically expect opportunities that blend business with experiential opportunities.

Chardell Robinson, VP of corporate sales & account management with CADENCE, says, “Millennials look for the ‘wow’ factor moments — something that will be Instagrammable, so something that blends a photo op with local food. Food itself always pulls an experience and place together.” These groups also help support the local economy, whether it’s purchasing souvenirs or food and beverage that struck an appealing chord during a tasting.

Leveraging the Power of Local Partnerships

Planners who don’t already have a working relationship with CVBs or DMCs in major cities are well served to start making those connections. These organizations offer a rich breadth of knowledge about local people, places and experiences. A likely draw for out-of-towners, offsite events also give local attendees the opportunity to explore places literally within walking or driving distance they may have never visited or experienced before.

“A unique experience is really what attendees are looking for, whatever group you’re with, whether incentive or corporate. How does the city play into your plan?” says Susie Townsend, senior vice president and chief destination officer of Visit Indy in Indianapolis, IN. As an example, Indianapolis hosts the country’s largest single-day sporting event each May, and a stop at the Indianapolis 500 track is a popular stop for out-of-town visitors.

There are countless ways to elevate a simple visit or tour of a local iconic or historic landmark. Townsend and her team use local partners — tourist attractions, restaurants, hotels and others —to customize the offsite experiences for visiting groups. Another welcome challenge for partners is to switch things up for repeat visitors.

“Groups that come every year want something different every time. Biking is big in our city right now, so we have biking programs, as well as customized biking programs. We’re always trying to create new experiences so there is surprise and delight each time,” she says.

Stephen Leddy is the director of conference services at East Stroudsburg University in East Stroudsburg, PA — the heart of the scenic Pocono Mountains. Leddy oversees the planning and execution of all internal events, as well as working with outside groups holding events on campus.

Because East Stroudsburg is both a college and mountain town, outdoor activities and excursions to local attractions abound for groups.

“It used to be, ‘What do the spouses do all day while the attendees are at meetings?’ Since the pandemic, groups don’t want to sit in a room all day. For actual activities and outings, it’s built into the content more than it used to be,” Leddy says.

Leddy works with many groups who are looking for short day trips or local outings to break up the monotony of an event schedule. “We get a lot of groups looking for tickets to the Sherman Theater [a downtown performing arts venue] or recommendations for outdoor activities they may not have in their area, such as go-karts. We have a planetarium on campus if a group wants something quick but different in between sessions. The Poconos have a lot of options if you don’t want to be inside all day.”

The area also boasts a wide range of restaurants and a Pocono Craft Brewery Tour featuring local independent breweries.

Leddy has this advice for planners looking to add local experiences or activities: “You need to know your customer. How adventurous do you want to be? Some of the activities in our area are pretty rigorous. For instance, hiking Bushkill Falls [known as “the Niagara of Pennsylvania,” a unique series of eight waterfalls and a hiking trail] is not the easiest for an older group. Planners know their groups better than we do, so they have to give us some guidance so we recommend the right activities.”

Similarly, Miguel Diaz, director of sales and marketing at Wyndham Grand Clearwater Beach in Clearwater, FL, frequently advises planners on customized local experiences to make an event truly special. He explains going offsite gives attendees the opportunity to network and brainstorm in a different setting.

“Groups can connect in a relaxed manner — it gets them ‘out of the box,’” he says, noting incentive groups have taken advantage of the hotel’s location, with outings like sunset sailings on the Gulf of Mexico and behind-the-scenes tours of the Clearwater Aquarium. “It creates a sense of luxury and exclusivity. We’ve gotten really positive feedback,” he says.

The hotel has been part of several creative events featuring local establishments. “We did a five-course dinner featuring local delicacies. The chef came out to do pairings with beverages and explained each course. “We’re right across from the marina, so we feature a lot of locally-sourced fish. We bring in some of the freshest seafood in the area. We’ve worked with craft breweries who can provide us with locally-crafted beers. Groups can come onsite and do tastings or go offsite to the breweries and do immersive tastings.” Like most venues, the team at Wyndham Grand Clearwater Beach is always open to new ideas. “We’re always trying to find things that are unique. When we can make them exclusive to us, that attendees can’t find anywhere else, that makes it really special,” Diaz says.

Adding Local Flair

“Local” is a common thread sewn into every aspect of the annual World Education Conference (WEC) event staged by Meeting Professionals International (MPI), the largest worldwide meeting and event planner industry association. This year’s event, held in Louisville, KY, touched on the most well-known aspects of the city and surrounding area. Everything from the theme of “Craft Your Experience” as a nod to Louisville’s craft cocktail/history scene to holding exclusive offsite events for WEC attendees recognizing Louisville as a destination reflected the best of what the city has to offer.

Showcasing what makes each city special, and highlighting its unique local flair, is what the WEC event is all about. “We try to showcase each destination to the best of our ability, as attendees are primarily future customers of the destination,” says Melinda L. Burdette, MPI’s senior director of events.

“It can be a daunting task, but that’s really how we approach every event,” she adds. “We ask ourselves and the destination what makes it special? What are the ‘can’t miss’ opportunities? What is new? We then curate the attendee experience with the answers in mind. MPI and the destination are true partners in the curation and execution of the event.”

Burdette also offers these suggestions for planners who want to incorporate “local” elements:

• Ask a sample of your target audience, “What are the top three things that come to mind when you say a destination?” This can help you figure out what are the “can’t miss” opportunities.
• Ask the destination about their current marketing campaigns. Are there any alignments to your program theme? This could assist in figuring out “what’s new.”
• Do your homework and be transparent about your goals.

 A Taste of Local Food and Beverages

F&B is a relatively easy way to incorporate a “taste” of the host city and surrounding areas. Planners have found myriad ways of working with local F&B establishments, and for those working with smaller budgets, inviting local F&B vendors to man tables with their menu items is a great way to incorporate them right into the event.

And what better way to tell the story of a region than with food? Phoenix Porcelli, CMP, head of sales for Convene, a global lifestyle hospitality company that designs and manages premium meetings, events and flexible workspaces, says “There’s tremendous interest in localized cuisine with localized experiences. Groups want a locally-inspired experience, whether it’s a local food or beverage for a cocktail or happy hour, or curated food and beverage selections for an event.” Food and beverage experiences are diverse enough to range from basic tours of local establishments to curated, exclusive dinners and tastings.

Further, Porcelli says, groups now prefer to stay in smaller, boutique hotels rather than large chains. “Now, it’s equally important to have a venue that’s locally inspired, as well as experiences that provide more than just eating and drinking,” she says.

Once again, Porcelli recommends relying on CVBs, DMCs and local partners to curate itineraries. She says leveraging the resources of their partners will help planners develop “amazing hotel partners, experiences and agendas.”

Cultivating One-of-a-Kind Experiences

Underwood teams up with a city’s CVB to tailor itineraries for some groups. Their first step is to consider a menu of ideas the CVB has in place, then simply elevate their choice. A craft beer tour of local breweries might be customized or served in personalized glasses. “People respond to that. They like the idea of coming to a city but having an overlay of their own company and branding. So, we’ll take an existing idea but personalize it by having company branding at the brewery. People like to feel seen and special — small things like that make a richer experience for everyone,” Underwood says.

Food and beverage take a starring role in many of the experiences Robinson and her team at CADENCE have curated for incentive travel groups. “We work really closely with our clients when they’re doing these destinations,” she says. “We’re always really trying to pull in something unique and special, especially if it’s an international group. Otherwise, they’d just go to a conference.”

Robinson and her team have pulled together truly memorable offsite experiences for clients in both national and international destinations, including a private dinner and medieval entertainment in a castle in Prague, Hungary; a private day at a polo ranch in Mendoza, Argentina, with authentic Argentine BBQ, polo and horse demonstrations, and local wine; and another group had a private dinner in the Australian forest with an Aboriginal presentation, dramatic lighting and dancing.

“For incentive trips especially, people are always looking for the ‘wow,’ but also something that’s special — something they wouldn’t do on their own, especially for repeat clients,” Robinson says. “There is a generational shift for sure — millennials want ‘photo moments.’ The market is driving it, but we always look for experiences that we can make unique.”

Keeping It Local

There are other small but meaningful ways to incorporate local flair. “Local gifts are always a nice touch,” Robinson says. “It saves a lot on shipping and logistics, and it does help give back to the community, especially if you’re working with a small business. Anytime you can contribute to the local economy is great from a tourism perspective.”

Alexia Reed, director of corporate communications and events for online payment platform Blackhawk Network (BHN), suggests incorporating a company-branded perk to enhance the experience. For example, BHN provides “Best of Local” gift cards, which are city-specific and feature a mix of local merchants, giving attendees the flexibility to choose where they do some surprise shopping while supporting small businesses. “It adds a nice, personalized touch to the whole event experience and leaves attendees with the freedom and ability to spoil themselves a bit,” she says.

Gaudini brought local vendors on-site to an event in India and created a bazaar so attendees could buy something for themselves or loved ones from a local merchant without leaving the property. “It was safe, contained, no one had to leave, we curated a nice selection of items, and it was just more efficient for the attendees. We also allocated some money for them to spend so they could purchase their own swag. This is just one way a planner can support a local community.”

By knowing the audience, leveraging local partnerships, and bringing some creativity to the mix, planners can bring local flair to virtually any event. C&IT