< PreviousNot Business as Usual The Future of Events is Smaller, Hybrid and Tech-Driven BY ERIC HOLMEN 10 VIEWPOINT themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 W e’ve come a long way since the breathless, hand-wringing days of the early pandemic, and are now able to make better predic- tions around what events will look like in the future. And while many compa- nies and event professionals are rushing back to “normal,” many more are taking what worked during the pandemic and applying it to forward-looking plans. A recent survey from Event (a Skift brand) found that large majorities of event professionals expect events to be hybrid (67.5%) and smaller (51.6%) once business returns. Smaller proportions of event professionals expect gather- ings to be more local, shorter in dura- tion and exclusively virtual. Why aren’t these event pros anxious to get back to business as usual? Because it turns out that smaller events are just better — better at delivering ROI, better at getting decision-makers together in relevant, targeted situations and better at generating real business results. And hybrid events, bolstered by a year-plus of gradual but steady improvement to their virtual components, are far more feasible than they once were and ulti- mately more accommodating to attend- ees amid ongoing uncertainty. GOOD THINGS COME IN SMALL PACKAGES Let’s start with event size. People are less likely to attend a large event than a smaller and more intimate event that feels more directly intended for them. That’s not just anecdotal obser- vation; our data shows that large events get about half the attendance rate of smaller events, and as the number of RSVPs increases, the number of people who actually show up declines. That means small events carry less risk than large conferences and con- ventions. Big events require big invest- ments, as well as substantial resourc- ing and long production times. Their inflexible nature also goes against what most companies and marketing teams aim for — agility, speed and measurable results. Still, we’ve accepted them as business “must-haves,” despite long- term contracts, budget strain and ques- tionable outcomes. Attendees say they go to big busi- ness events to network, learn and dis- cover new ideas. But they often become distracted by devices, overwhelmed by packed agendas and get lost in rows of booths — and miss yours. When you get too many people in the room, someone is bound to tune out. That’s why big event vanity metrics — thousands of visits to the event webpage; hundreds of RSVPs — don’t mean much anymore. When measuring event efficacy, not only do you want people to show up, you want them to come ready and able to engage with your material and mes- sage. This is how small events consis- tently generate positive ROI — they can be more targeted, more relevant and comprised of more of the right people. Smaller events are also lower cost and easier to optimize. They tend to attract decision-makers like enterprise buyers and unites them into a commu- nity of common purpose. Smaller events drive pipelines faster with better, more objective-aligned conversations. And they’re easier to get your distributed team involved in, which results in more personalized touchpoints. Smaller events can build valuable communities, but only if they’re con- nected and coherent. It’s essential to find the right people, put them in a small-group environment and facili- tate small-group experiences that drive BIG outcomes. CURATION, COLLABORATION AND ENGAGEMENT — THE ROI FORMULA To achieve those outcomes, compa- nies are investing in software that does a better job optimizing ‘who’s in the room.’ Event technology has allowed us to segment audiences in unprecedented ways, making getting the right people to show up easier than ever. Technol- ogy also facilitates the involvement and movement of the teams needed to plan and execute each event. Collaboration capabilities keep both teams and attendees engaged and hands-on with the events that matter to them. Rather than large groups of in-person or remote attendees listen- ing passively to a speaker for an hour 11 Eric Holmen is the CEO of Splash, a next-generation event marketing platform that provides event marketers and field marketing teams with the tools they need to design, create and execute virtual, in-person and hybrid event programs that create memorable experiences, engage attendees and drive business value. He is an expert in marketing technology, and digitally enabled engagement and connection, holding leadership positions in several notable experience technology companies, including most recently at Airship. In his two-decade career, Holmen has managed and led all aspects of events, from executing and hosting to implementing enterprise-level event tech platforms. NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES or two and probably tuning out — espe- cially if they are at home — engaging smaller groups in more interactive and collaborative experiences encourages their involvement. To effectively measure that engage- ment and what it means for your organi- zation, ROI and performance tracking are key. In the current environment — after 18 months of upheaval — few businesses can tolerate investing the resources, finances and time into an event only to have it generate negative ROI. We aren’t going back to the old days of one or two tentpole confer- ences that could make or break an annual event budget. Instead, event calendars are filling and will con- tinue to fill up with smaller-scale events. Understanding and measur- ing their individual impact can help determine the success of a company’s sales strategies. HYBRID IS HERE TO STAY Just as smaller, tech-enabled events are here to stay, so are hybrid events that combine the best of virtual and in-person events. The new breed of hybrid events demands a platform that prioritizes engagement features and allows for flexibility in format. Setting intentions, limiting and tailoring con- tent, and focusing on interactivity, are all critical for successful hybrid events. Some companies are innovating in this area by introducing 1:1s, breakouts, session caps, automated agendas, avatar joy-sticking and speed networking. Both small and hybrid events must provide something that attendees cannot get from an online-only model, and the right event tech can ensure that happens. Ongoing uncertainty makes sup- porting hybrid events a necessity, and attendees’ preferences for safety must be accommodated. In our survey of event professionals at the end of 2020, most were preparing for a hybrid event future; 79% of companies anticipated hosting hybrid events, even when in- person events returned. No matter how the event landscape changes in the months ahead, the les- sons we’ve learned about improved ROI and the technological advancements in smaller events can and should be part of our event’s future. Any organization wanting to improve their guests’ expe- rience while capitalizing on their event investment must commit to internal- izing and implementing these changes. EMBRACING EVENT TECHNOLOGY Ultimately, your organization needs to choose the event format that works best for them. For a handful, this may mean getting back to the large, in-person events that they hosted pre-pandemic. Others will opt to host smaller in-person conferences or produce hybrid events that give attendees a choice. Whatever the path you choose to move forward with, event technology has evolved to make every possible event format easier for businesses to produce and evaluate. For example, there are event manage- ment platforms that connect to existing CRM systems and can track an event’s impact on the sales pipeline in order to facilitate more precise ROI measure- ments. Similarly, we now have central- ized collaboration tools that allow dispa- rate teams to plan and execute smaller, brand-aligned events that are relevant to their objectives. There are also event- hosting platforms that support interac- tive virtual and in-person components allowing high-impact hybrid events within reach for most planning teams. Choose your event format and then utilize the latest event technology so that your organization can see what’s work- ing and what isn’t. Use these insights to adapt your next event and watch your ROI steadily increase. | AC&F | Event technology has evolved to make every possible event format easier for businesses to produce and evaluate. DEPOSITPHOTOS.COMFORWARD A NEW PATH CVBs Created New Protocols to Adjust to the Pandemic BY MAURA KELLER INDUSTRYINSIGHT themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 D uring the lengthy COVID-19 pandemic that is still upending daily liv- ing activities and tour- ism as we know it, the various convention and visitors bureaus dotting our country’s landscape dug deep to keep things run- ning smoothly. As the country continues to open up and meetings and events of all sizes resume, CVBs are showcasing the work they’ve done over the last several months, and what meetings and events planners and attendees can look forward to when they visit again. NEW ORLEANS New Orleans was one of the first cit- ies to proactively respond to the COVID- 19 pandemic and lead the way in pre- paredness and safety. Aggressive testing, masking and social-distancing policies worked, and now, with a strong vac- cine rollout, New Orleans & Company remains laser-focused on the safety of its workers, residents and facilities. The city has also successfully picked itself back up after the brush with Hurricane Ida in late summer. “Every step we took was with safety in mind as we prepared to welcome visitors and meetings back to our city,” says Stephanie Turner, SVP, convention sales & strategies with New Orleans & Company. Throughout the pandemic, the con- vention sales team at New Orleans & Company remained in touch with cus- tomers — providing consultations, assets for virtual events and any kind of support planners needed. “In order to help our customers understand what to expect in New Orleans, we created a comprehen- sive resource on our website, NewOr- leans.com, with safety plans for many of our hotels, attractions, transportation companies, meeting venues, etc.,” Turner says. “We want to continue encouraging best practices in safety and sanitation, and ease travelers’ minds while they plan to return safely to New Orleans.” Additionally, members of New Orleans’ hospitality industry created the NOLA Hospitality SAFE program, dedicated to keeping residents and visi- tors healthy by encouraging operators, business partners and guests to abide by An attendee receives a wellness check before the Global Meetings Industry Day event held in mid spring in the new West Hall of the Las Vegas Convention Center. SAM MORRIS, LVCVA / LAS VEGAS NEWS BUREAU 12COVID-19 reopening guidelines. As things are opening up, what is the team at the New Orleans & Company most excited about? “New Orleans is built to host world-class meetings and events. Welcoming visitors is truly part of our culture,” Turner says. “Planning and preparing for meetings and enter- taining attendees is our specialty. Our hospitality professionals, community, cultural bearers and musicians create an experience so iconic, that memories of our city stay with visitors and meet- ing attendees long after they leave.” New developments in the city con- tinue to elevate the meeting experience. The recent completion of the state-of- the-art airport terminal at the Louis Armstrong New Orleans International Airport offers an even higher capacity for handling large groups of passen- gers in a safe and clean environment. And there is space for social distanc- ing, thanks to more than 100 check-in counters and a consolidated security checkpoint that stretches 17 lanes wide. In addition, renovations are ongoing at the New Orleans Ernest N. Morial Convention Center (NOENMCC), one of America’s largest contiguous exhibit halls with 1.1 million sf of prime exhibit space. A $557 million improvement plan is underway at the NOENMCC, including interior modernizations, renovations to its 140 meeting rooms, restroom renovations and a complete makeover of its exterior experience. In spring 2019, new digital signs were installed for each meeting room. That fall, NOENMCC debuted a new, centrally located transportation center to allow shuttles, taxis and ride-shares to more efficiently move attendees to and from the center. The Shuttle Hub is equipped with digital signage to help attendees easily identify their shuttles. In 2020, wayfinding kiosks were installed throughout the lobbies. And, the new linear park that turned 7.5 acres of Convention Center Boulevard into a lush pedestrian park was completed this year. Several new hotels also have joined New Orleans’ robust inventory, includ- ing the Higgins Hotel & Conference Center at The National World War II Museum, as well as boutique proper- ties, such as Maison de la Luz hotel, a distinctive new luxury guest house, and the Kimpton Hotel Fontenot. Plus, the Four Seasons Hotel + Residences and the Virgin Hotels New Orleans opened this year. “Our team has spent the last [several] months proactively connecting with customers, keeping lines of com- munication open while we all navigated the constantly changing landscape,” Turner says. “We have been a trusted resource to provide information on industry trends, updates on what was happening within the city, and help- ing planners make the best decision for each meeting. As we continue to navi- gate the return to in-person events, we are conducting in-person and virtual site-visits, continuing to provide local and industry updates, and working to accommodate the changing needs of each of our customers and partners.” DALLAS Dallas offers all the progress of coastal cities with a unique commit- ment to the Texan hospitality for which the region has long been known. In addition to the city’s incredible attrac- tions, and world-class hotels and arts, Dallas is very affordable and centrally located for most of the country. In fact, Casandra Matej, President & CEO of Visit Orlando, has put in several safety initiatives after the pandemic. New Orleans Ernest N. Morial Convention Center is undergoing a $557 million interior refresh and makeover of its exterior experience. 13 NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESthe labor rates for doing business in Dallas are 27% lower than the national average, and with two major airlines based here, the city offers more than 200 affordable direct flights. During the pandemic, VisitDal- las chose to continue its marketing, advertising and sales efforts, know- ing it was important to keep Dallas at the forefront of visitors’ and clients’ minds. “Like many, our main chal- lenge was scaling back given funding limitations, but nevertheless, we per- sisted to accomplish our goals with reduced resources, via new platforms and a little bit of extra elbow grease,” says Craig Davis, president and CEO of VisitDallas. In addition to rebooking lost busi- ness to later dates, VisitDallas’ primary focus was the implementation and advocacy of the Global Biorisk Advisory Council (GBAC) STAR accreditation. Early in the pandemic, the employees knew they had to be flexible in the coming months, so VisitDallas led the nation as the first destination to seek the accreditation. “To date, our convention center, both airports, and several dozen hotels and venues, have achieved this stringent accreditation, certifying their facilities as sanitary and safe,” Davis says. Davis and his team are excited to work with clients in-person and help them host world-class events. “This year has taught us technology cannot fully replace what we do. People crave face- to-face interaction and contact,” Davis says. “We are so fortunate to be able to provide people these experiences again. Our VisitDallas-led research shows that 80% of meeting planners from across all market segments continue to find safety and cleanliness protocols incredibly important as they plan events, so we will continue to focus on safety.” VisitDallas will also focus on sup- porting a full recovery for hospitality partners. This includes helping partners rebuild their workforces for a better visitor experience. As Davis explains, nationally, the demand for hospitality workers greatly outweighs the supply. “As time passes, VisitDallas will continue to watch this, and assist our hotel, res- taurant and attraction partners, know- ing this is a large indicator of full recov- ery,” Davis says. LAS VEGAS For H. Fletch Brunelle, vice presi- dent of marketing and sales for the Las Vegas Convention and Visitors Author- ity (LVCVA) and his team, the pandemic was an extremely busy time as they were focused on implementing health and safety precautions at the Las Vegas Convention Center (LVCC), including earning the GBAC STAR facility accreditation. “A key priority for our sales team was working dili- gently with clients to reschedule meetings and assure them that when the time was right for meetings to return, Las Vegas would be ready,” Brunelle says. One of the biggest chal- lenges throughout the pan- demic, in addition to working with limited capacities and crowd sizes, was the fact that guidelines and mandates were different from state to state and city to city. The marketing team at the LVCVA prioritized keep- ing updated information available on its websites and in toolkits for planners and organizers, so they could more easily communicate with potential exhibitors and attendees about what to expect when they returned to Las Vegas. “Welcoming both our business and leisure guests back to the destina- tion and helping to lead the recovery of the industry is a huge focus for us,” Brunelle says. “Las Vegas is 100% open and back to pre-pandemic guidelines for meetings and events. Organizers no longer have to submit additional plans or applications, and we’re excited to say the convention schedule for the rest of the year is robust. We’re also seeing the return of thriving entertainment, dining, shopping, spa, attraction and outdoor adventure offerings, and we want groups to know they’ll once again find the only-in-Las Vegas experiences they’ve come to expect, both on and off the show floor.” Indeed, the LVCVA team has gotten “back to the basics” as they work with meeting and event planners and orga- nizers, and regular communication has been key. Since the start of the pandemic, in addition to regular email updates, they’ve been picking up the phone and making calls to keep planners updated about what’s happening in Las Vegas and checking in consistently to see what they can do to assist. “Now that we’re back to business, continued communi- cation is just as important, and there’s a palpable excitement,” Brunelle says. Throughout the past year and a half, Las Vegas continued its themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 Attendees walk the floor during the Pizza Expo held in late summer at the Las Vegas Convention Center. Craig Davis President and CEO VisitDallas We persisted to accomplish our goals with reduced resources, via new platforms and a little bit of extra elbow grease. SAM MORRIS, LVCVA / LAS VEGAS NEWS BUREAU 14ongoing evolution with the successful construction and opening of three new resorts — Circa Resort & Casino in downtown Las Vegas at the end of 2020; Virgin Hotels Las Vegas, Curio Collection by Hilton in the former site of the Hard Rock Hotel in spring; and Resorts World Las Vegas on the Strip in summer — as well as Allegiant Stadium, which serves as home of the NFL’s Las Vegas Raiders. The destination also welcomed more than 2 million sf of additional meetings and events space, including the LVCC’s West Hall expansion, CAESARS FORUM, The Expo at World Market Center Las Vegas, AREA15, the expansion of Wynn Las Vegas’ convention space and more. “We have more space and world-class venue options than ever before, and we’ll be able to host more — and bigger — events,” Brunelle says. PHOENIX As meetings and events were being canceled due to the pandemic, the Visit Phoenix team turned its attention to the needs of meeting planner clients, hotel partners and the Greater Phoenix hospitality community at large. The sales and services team assisted clients with rebooking their scheduled meetings, many of which had to go into future years. The hotel and resort sales team also aligned with local hotels and resorts that were forced to furlough or lay off staff during the pandemic in order to help them connect with planners and continue booking business as seamlessly as possible. “Our entire organization worked together to stay up-to-date on COVID safety guidelines that our hotels, restaurants, venues and the Phoenix Convention Center (PCC) were observ- ing to ensure a safe return to meetings and conventions,” says Deborah Lahti, director of hotel and resort sales at Visit Phoenix. “We also focused on new ways to bring exposure to the destination, developing a new marketing campaign highlighting Greater Phoenix’s ‘Room to Meet’ safely program in our spacious destination. We also incorporated vir- tual FAMs, sales calls and mixers — all of which kept Phoenix top-of-mind and on the path to recovery.” As things are opening up, the Visit Phoenix team is most excited about wel- coming back meeting planners, conven- tion attendees and leisure visitors. They are continuing to work closely with meeting planner clients and focusing on the health and safety of their attendees. “We have continued to keep our meeting planners up-to-date through email newsletters, communication about our statewide COVID guidelines, and also through virtual events that keep Phoenix in mind when consider- ing a future meeting destination,” Lahti says. “Our sales team is gearing up to get back on the road and get face-to- face time at upcoming trade shows and industry events.” RENO-TAHOE During the height of the pandemic, major resorts in Nevada shut down entirely for more than two months in 2020, before reopening with restric- tions that summer. “Like many others, we had to make difficult changes to staffing, partnerships, advertising and every other expense. The focus was on being able to offer the same great service when it was time to open the doors once again,” says Ben McDonaald, director of communications, Reno-Sparks Conven- tion and Visitors Authority (RSCVA). “There was no playbook and travel was at a standstill, so we worked with all our clients to make sure their inter- ests were being attended to, first and foremost, ensuring them that this destination would work with them to bring their events back to Reno-Tahoe when it was safe to do so. We were heavily invested in promoting health and safety in a responsible manner, and we worked toward and acquired GBAC certification on all our major meetings facilities.” Throughout the pan- demic, the RSCVA was always in touch with clients in the meetings and events indus- try, whether individually by phone, or reaching a broader audience of planners via Zoom-based virtual FAMs. Some events had to be rescheduled, some had to be canceled entirely, some had to be conducted in smaller numbers and there were a few that the RSCVA was able bring to Reno-Tahoe, following cancel- lations in other destinations. “Our team was most excited about being able to welcome people back to the destination, being able to talk about travel again, and mostly, we’re excited for the return of large, in-person events,” McDonald says. In the early summer, the RSCVA held one of the first in-person customer advisory board meetings in the country. “We all have to relearn what is going to be effective, especially in the near- term, regarding in-person meetings, events and trade shows,” McDonald says. Eighteen industry experts agreed to come to Reno-Tahoe for three days to discuss the destination’s positive, and NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES A sign reminds attendees of the mandatory mask policy during the opening day of ASD Market Week held in late summer at the Las Vegas Convention Center. Deborah Lahti Director of Hotel and Resort Sales Visit Phoenix We also incorporated virtual FAMs, sales calls and mixers — all of which kept Phoenix top- of-mind and on the path to recovery. SAM MORRIS, LVCVA / LAS VEGAS NEWS BUREAU 15New Orleans is built to host meetings and events. Our people, historic places, innovative developments, and world-renowned food bring people together in memorable ways. The team at New Orleans & Company, with their expansive knowledge of the city, is poised to assist you in delivering the very best of it all to your attendees. There is no better destination than New Orleans for your meeting. To begin planning your next meeting in New Orleans call us at (877) 393-5836 or neworleans.com/meetings TAKE A NEW LOOK AT THIS HISTORIC CITY. negative, attributes and perceptions, and those discussions helped the RSCVA get better in a general sense, but also helped provide a road map as they continue working to rebound from the COVID slump. Luckily, the Reno-Tahoe area has a lot to offer, such as more than 1 mil- lion sf of meeting space in Northern Nevada, including the 600,000 sf Reno- Sparks Convention Center (RSCC). There are also large resort hotels with ample meeting space of 50,000 sf to 200,000 sf; a phenomenal brewery and restaurant scene; arts and culture with hundreds of murals around town, as well as Burning Man art displays; and the beautiful Truckee River runs through the heart of down- town. “During the pandemic, we never disconnected. Our sales team was always active, always in touch, and always engaging new and traditional customers,” McDonald says. “While we were busy building on those relation- ships, it wasn’t always just about booking or moving business, but checking in on friends and cli- ents throughout the industry, and just being human and reminding them, as well as ourselves, that we’re all in this together and that we’re going to get through this together.” ORLANDO Since the early stages of the pan- demic, the role of Visit Orlando has been to unify the Orlando tourism industry, as the organization represents businesses from convention hotels to event service vendors. “We’ve created pioneering new programs — such as partnering with Orlando Health on a medical concierge program for groups — giving them access to experts to help with their safety planning and on-site medical needs,” says Casandra Matej, president and CEO of Visit Orlando. Visit Orlando hosted a virtual des- tination FAM trip with hotels, theme parks, the airport and other destina- tion partners to showcase its safety measures, which was well received by clients, with more than 600 attendees. And they’ve also developed a series of virtual site visits for planners looking to host future events to share what’s new, and how they can create a memorable and safe event for their attendees. This is important as Orlando is home to more than 450 hotels and 127,000 rooms, with hotels offering the meetings industry 5.7 million sf of total meeting space. These numbers con- tinue to grow, despite the pandemic, as new hotels have opened and significant renovations progress. For example, JW Marriott Orlando Bonnet Creek Resort & Spa opened in 2020 with 50,000 sf of space, and coming later this year, The Walt Disney World Swan Reserve will open at the Walt Disney World Swan and Dolphin Resort complex, adding nearly 16,000 sf of indoor meeting space, including two new ballrooms and a unique rooftop space, and nearly 14,000 sf of outdoor space. Caribe Royale Orlando has completed a $125 million renovation, including a new, 50,000- sf grand ballroom, and Tru by Hilton Orlando Convention Center Area is a new addition to the convention district, located near the West Concourse of the Orange County Convention Center (OCCC). “In terms of challenges, new protocols added a layer of complexity to planning, so we focused on increased communication with our clients, supplying accu- rate destination updates on our restaurants, attrac- tions, hotels and airport,” Matej says. “To help with this, we added a new service by creating marketing content pieces for planners to share with their attendees that inform, and assure a safe and healthy experience in Orlando.” Visit Orlando worked with one client who had a lot of ques- tions about how to implement safety messaging and strategies to keep attendees safe. As Matej explains, Orlando is home to some of the most respected tourism companies in the world, which moved quickly to implement new safety measures, and therefore, served as perfect examples. “We had planners for this client visit Orlando to see for themselves how other brands even outside of the meetings industry imple- mented safety measures,” Matej says. “Seeing this in person gave them a better comfort level and served as an inspiration for everything from signage to intercom announcements to commu- nicate to attendees.” Bookings for the rest of 2021 and the future are strong — and Orlando is out- pacing the national average for meetings recovery. However, there is still work to be done, so Visit Orlando’s focus will be on showcasing Orlando’s success as the leader in the recovery of face-to-face meetings, sharing what’s new across the destination and the value of Orlando as an affordable destination for business travel. “While virtual tools have served us well through the pandemic, there is nothing like the power of a face-to-face meeting, so our team is getting back on the road to make those connections once again,” Matej says. “We are excited to have Visit Orlando represented at a vari- ety of major industry events like ASAE and IMEX to share the latest news and developments from Orlando, and hear directly from our clients so we can serve them even better in the future.” | AC&F | themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 The Orange County Convention Center offers more than 2 million sf of total exhibition space, including more than 471,000 sf of meeting room space. Casandra Matej President and CEO Visit Orlando There is nothing like the power of a face-to-face meeting, so our team is getting back on the road to make those connections once again. 16New Orleans is built to host meetings and events. Our people, historic places, innovative developments, and world-renowned food bring people together in memorable ways. The team at New Orleans & Company, with their expansive knowledge of the city, is poised to assist you in delivering the very best of it all to your attendees. There is no better destination than New Orleans for your meeting. To begin planning your next meeting in New Orleans call us at (877) 393-5836 or neworleans.com/meetings TAKE A NEW LOOK AT THIS HISTORIC CITY.Fantastic for Foodies These Destinations Offer Delicious Dishes By Nancy Mueller themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 Destinations renowned for their food have a distinct advantage over other destinations, especially for foodies. PHOTO COURTESY OF LUCIANA MCINTOSH 18W hether coordinating an in-person, virtual or hybrid meeting, plan- ners know that one survey item can make or break the success of an event: F&B. With that in mind, savvy conference organizers look toward favorite foodie destinations as an easy and enlivening way to attract more attendees to events. Here, then, are a few food-forward destinations eager to help planners and attendees explore their most cherished local culinary traditions, innovations and notable dining experiences. BALTIMORE, MD Beyond “Charm City’s” delectable Maryland blue crabs and Natty Boh — National Bohemian Beer — a host of epicurean delights and craft concoc- tions have garnered the praise of pub- lications from Bon Appétit and Esquire magazines to rave reviews by Yelp and Thrillist. “Creativity and innovation are at the heart of everything we do in Baltimore,” says Visit Baltimore president and CEO Al Hutchinson, “and that includes our diverse culinary scene. Our chefs and restaurateurs are continuously pushing the bound- aries of what’s possible, with fresh and immersive concepts and dishes, elevating even the simplest ingredi- ents and putting a new spin on the traditional.” Wander historic sites, such as the Lexington and Broadway public markets, enjoy a craft drink inspired by a literary theme at The Bluebird cocktail room, or opt for a Roaring ’20s state of mind in a setting with panoramic views at The Bygone atop the Four Seasons Hotel Baltimore. For local Chesapeake food traditions, head to Gertrude’s at the Baltimore Museum of Art, where chef John Shields serves up platters of Chincoteague Single-Fry Oysters and Salmon Alla Bella with lemon caper butter, mashed potatoes and garlic-sesame spinach. And when it comes to only-in-Baltimore treats, look for lemon sticks, which are peppermint candy sticks plunged into the center of half a lemon; snowballs, finely shaved ice covered with flavored syrup; Berger Cookies, cake-like creations filled with velvety chocolate frosting; and Otter- bein’s cookies, crisp, wafer-thin cookies that come in a variety of flavors, such as chocolate chip or ginger. While the city offers a number of meeting sites, the Baltimore Conven- tion Center (BCC) provides one of the most popular venues, with more than 300,000 sf of exhibition space, 50 spa- cious meeting rooms and a 36,672-sf ballroom. In addition, the 20-story, 757- room Hilton Baltimore Inner Harbor connects to the BCC, providing more than 62,000 sf of meeting space and underground parking. CHARLESTON, SC Charleston’s foodscape starts with a strong sense of history in its tradi- tional cuisine, Gullah Geechee, which is steeped in West and Central African cooking. While recipes vary, typical ingredients include a combination of red rice, seafood, such as the region’s coastal blue crab, beans and vegetables, such as okra. Additional authentic fla- vors include Lowcountry boil, corn bread, shrimp and grits, and pimento cheese. From seafood to Southern, and casual to fine dining, the Charleston culinary scene has you covered. For meeting venues, the Charleston Area Convention Center (CACC) is con- veniently located within the city’s core, and only 2 miles from Charleston Inter- national Airport (CHS). The CACC campus complex includes the North Charleston Coliseum and the North Charleston Performing Arts Center, and offers more than 150,000 sf of flexible meeting and exhibit space. Located in the city’s famed historic district, the Charleston Gaillard Center showcases an 1,800-seat theater and 16,000-sf exhibition hall. Attendees can hop aboard a vessel featuring capacity rang- ing up to 300 people with Charleston Harbor Tours & Events to host an event on a unique venue. Additional avail- able venues include 3,700-sf Cypress Hall, set on an 8-acre grassy meadow at North Charleston Wannamaker County Park; an open, airy private events space at Halls Signature Events at 5 Faber St. with accommodations for up to 225 people in downtown Charleston; and the Gibbs Museum of Art, which features eight meeting rooms and five breakout rooms. CHICAGO, IL Rose Horcher, vice president of client services with Choose Chicago, maintains that “Having such a great food scene [as Chicago’s] is an absolute selling point.” Horcher references the Windy City’s numerous James Beard nominees and award-winning chefs and restaurants, “as well as multiple Michelin Star award- ees,” as evidence of Chicago’s designation as a top-tier food destination. “Exhibitors and attendees have thousands of restaurants with delicious foods to choose from, local celebrity chefs willing to participate in special events at their convention, and a food ecosystem to draw from if they are in food man- ufacturing, packaging, food technology, nutrition or anything else related to food,” Horcher says. Christie Tarantino-Dean, FSAE, CAE, CEO of the Institute of Food Technologists (IFT) and a downtown Chicago resident, shares that “Chicago is a great place to do business, but it’s also a great place to spend extra time and explore, particularly if you’re a foodie.” Historically, the organization’s choice of Chicago as a meeting destina- tion “goes back several decades,” says Tarantino-Dean, and “Currently, IFT is committed to meeting annually in Chicago through 2030.” She credits the organization’s partnership with Choose Chicago, McCormick Place and the hotel community as pivotal to their attendee experience. She says it is a good experience “because we INDUSTRYINSIGHT 19 NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Christie Tarantino-Dean, FSAE, CAE CEO, Institute of Food Technologists (IFT) Chicago is a great place to do business, but it’s also a great place to spend extra time and explore, particularly if you’re a foodie.Next >