< Previouswork together to ensure that from the moment our attendees step off their plane, get into a taxi or walk into a hotel, they feel welcomed,” adding, “Addi- tionally, this partnership leads to con- nections to businesses or attractions that are of interest to our attendees.” Recent excursions have included the Imbibe Technical Tour to learn how beverages are created by “a leading inno- vator in the beverage industry,” and the Barry Callebaut Technical Tour to learn about”cocoa cultivation and harvest- ing,” capped by a chocolate tasting “to understand the flavor components and how they affect the eating experience,” Tarantino-Dean says. Because of the size of her group, IFT uses a variety of hotels across the city. “Our event attendance is significantly higher when we meet in Chicago for a number of factors,” says Tarantino-Dean, adding, “If there wasn’t strong satisfaction with the location, we wouldn’t have committed to hold our meeting here for 10 consecutive years.” NASHVILLE, TN “While Nashville is well known for its creative music and songwriting roots,” says Adrienne Siemers, senior vice president of sales for Nashville Conven- tion & Visitors Corp., “that creativity also spills into other aspects of the city, like our established and innovative food scene.” As if the legendary Grand Ole Opry, the Coun- try Music Hall of Fame and Museum and the Johnny Cash Museum weren’t enough of a draw, the city’s delectable South- ern cuisine is bound to entice visitors to lin- ger longer in “Music City.” “Nashville’s breadth of options is extremely wide, from our famous hot chicken and down-home meat- and-three meals — a meat and three side dishes — to chef-driven, award- winning dining experiences that transcend a typical night out,” Siemers says. “Nashville has restaurants that have been operated by single families for years, serving up family secrets that are just as success- ful as newer restaurants run by James Beard Award-winning and classically trained chefs,” such as iconic Arnold’s Country Kitchen alongside top chef Sean Bock, of The Continental, Audrey and Joyland eateries. “It’s a culinary city that truly offers something for any group size or preference,” Siemers says. Event organizers have a variety of meeting venues in Music City as well. Built in 2013, the Music City Center is a 2.1 million sf facility in downtown Nashville adjacent to four — soon to be five — major hotel properties: Omni Nashville Hotel, JW Marriott Nashville, The Westin Nashville, Hilton Nashville Downtown and Embassy Suites by Hilton Nashville Downtown Conven- tion Center, expected to open in 2022. “Located only 20 minutes away in Music Valley,” Siemers says, “Gaylord Opry- land Resort & Convention Center, next to the famous Grand Ole Opry, offers roughly 2,800 rooms under one roof and multiple dining outlets for conve- nience.” For local excursions, Nashville Hidden Gems highlights Nolensville Pike, a stretch of road with dozens of restaurants colloquially called “Nash- ville’s mecca for cultural dining,” while Nashville Food Tours offers neighbor- hood walking tours, and newly wel- comed Music City Brew Hop stops at local breweries on a looped trolley tour. NEW ORLEANS, LA If your meeting vision includes a destination with “mouthwatering dishes in James Beard Award-winning restaurants, as well as mom-and-pop diners with classic dishes and inno- vative twists on traditional favorites,” New Orleans is a top choice, says Stephanie Turner, SVP of convention sales & strategies with New Orleans & Company. World-renowned for its “wide variety of cuisine with influences that span the globe, including Euro- pean, African, Caribbean and Asian, it’s one of the reasons we live here and why you come to visit,” she says. Add to that the fact that many of the more than 1,000 unique restaurants are located downtown within a 2-mile radius, and it “makes it easy for meeting attendees to make the most of their time in the city,” Turner says. “Stuffed, slathered and smothered” define many New Orleans food classics. Turner describes dishes like Po-boys, a sandwich “stuffed and slathered with sauce and served between two slices of french bread,” and crawfish étof- fée (“eh-too-fey”) “from the French word ‘to smother.’” Also on the local food list: gumbo, “a thick stew served over rice and made with a roux and variety of ingredients, including celery, okra, chicken, sausage and/or seafood;” jambalaya, “comprised of a mix of chicken, seafood, sausage — or all three — plus peppers, onions, other vegetables, spices and rice combined in a variety of ways;” beignets, a “French- style, doughnut-type of food served liberally sprinkled with powdered sugar;” and bananas Fos- ter, “bananas sautéed in butter, and sugar and cin- namon, and then bathed in rum, which is set aflame in a fiery burst. The fire burns off the alcohol in the rum, leaving just a smoky taste and rum flavor,” Turner says. Iconic attractions include Jackson Square, the Riverwalk and Canal Street, which are just steps away from four major hotel properties: Hilton New Orleans Riverside, Hyatt Regency New Orleans, Sheraton New Orleans Hotel and New Orleans Marriott, pro- viding “nearly half a million square feet of event space and more than 3,900 sleeping rooms combined,” Turner themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 Nashville’s mouth-watering hot chicken is a famous city staple sure to please the palate of many attendees. 20says. Newer properties include the Four Seasons Hotel + Residences, featuring 11 indoor meeting spaces with 29,000 sf of meetings and events space, and the newly opened Virgin Hotels New Orleans, with more than 200 chambers, multiple din- ing and drinking outlets, and nine dedicated meetings and events spaces. SAN ANTONIO, TX From Tex-Mex to “Tex- Next,” the city of San Anto- nio blends the best of both traditional and innovative cuisines. Recognized as the second UNESCO “Creative City of Gastronomy,” San Antonio’s 4,000 restaurants include both iconic favor- ites and hidden gems, says Marc Anderson, president and CEO of Visit Antonio. For Todd Voorhees, vice-president, exposition & events for the Texas Restaurant Association (TRA), “San Antonio is an essential and vibrant part of our Texas culture and cuisine,” he says. “San Antonio bal- ances the traditional expectations of Texas barbecue, Mexican and Tex-Mex cuisine, with many bold and creative dining concepts.” Voorhees continues, “As a food destination, San Antonio is a culinary destination for authentic and creative experiences across a spectrum of dining options.” Yet, the food scene alone is not the only attraction that makes the differ- ence for Voorhees’ group in choosing a meeting site location. Apart from the city’s unique culinary flavor profiles, TRA attendees are drawn to the warmth of the local residents, “San Antonio has an unparalleled culture of hospitality and tourism that comes across in every interaction,” Voorhees says. In addi- tion, “The beauty and entertainment of the River Walk, the variety and con- venience of the hotel community, and the hospitality that you feel in all your experiences, are a hallmark of this city.” The association relies on dozens of restaurants and meeting venues to host their members, like the 4,000+ who attended TRA’s trade show at the Henry B. González Convention Cen- ter in mid summer this year. Briscoe Western Art Museum, TopGolf and Mi Terra Café also hosted member events, as well as a “very special” hosted TRA event at The Fairmount Hotel for VIP guests “that was one of the highlights of our visit,” Voorhees says. In addition, “[Grand Hyatt San Antonio River Walk] and the Hilton Palacio Del Rio were excellent partners in accommodating our smaller group meetings. The sup- port and hospitality with these partners was exceptional.” Voorhees concludes: “I know I’m like a broken record, but it’s the hospitality. Really and truly, San Antonio has a remarkable culture of appreciation for their guests. You will absolutely fall in love with the food, the natural beauty and the convenience of working here, but what you will always remember and take away with you is the people.” SAN DIEGO, CA Lauded as one of the “Best New Foodie Cities in America” by Thrillist Travel and one of “America’s Best Cit- ies for Foodies” by Travel & Leisure magazine, San Diego offers “a vibrant mix of locally inspired flavors, from delightfully simple to sophisticated and artful,” says Julie Coker, president & CEO of the San Diego Tour- ism Authority. “As the larg- est bi-national, mega region in the country, San Diego’s local cuisine and culture reflects its proximity to the Mexico border. From fish tacos to groundbreaking Cali-Baja fine dining, San Diego’s gastronomic scene sits at the intersection of two culinary styles,” she says, adding that “California cuisine, distinguished for its devotion to fresh local ingre- dients and farm-to-table roots, and Mexico’s Baja Med cuisine, is a food revolution that combines traditional Mexican ingredients with those of the Mediterranean.” Coker also notes: “And you can’t talk about San Diego without talking about craft beer. With more than 150 craft brew- ers, San Diego is considered the craft beer capital of the country.” Fish mongers, bread bakers and cheese makers abound at popular food markets in the Hillcrest, Little Italy and LaJolla neighborhoods. “Another must- visit place is Liberty Public Market in Liberty Station. It has a wide range of culinary delights under one roof, and great outdoor seating options,” Coker NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES No visit to New Orleans would be complete without partaking in some of the city’s many popular sweet treats, such as beignets or tasty down-home dishes, such as boiled crawfish. Julie Coker President & CEO San Diego Tourism Authority From fish tacos to Cali-Baja fine dining, San Diego’s gastronomic scene sits at the intersection of two culinary styles. 21says, while “Bite San Diego offers tours in a variety of neighbor- hoods, including North Park and Downtown.” Planners have a range of options for meeting venues, including the waterfront San Diego Convention Center (SDCC) with 2.6 mil- lion total sf of space. The exhibit area can be separated into seven separate halls, while two 40,000-sf ballrooms and 72 meeting rooms provide a variety of space configurations to host any type of meeting. Top hotels include the $90 million, newly renovated Town and Country Resort, the Manchester Grand Hyatt San Diego and the Hotel del Coronado, among several other popu- lar hotel sites. SAN FRANCISCO, CA Beyond its iconic sightseeing attractions, such as The Golden Gate Bridge, Fisherman’s Wharf and cable cars, the “City by the Bay” has long been recognized as a leader in the slow-food movement, thanks to chef Alice Waters of Chez Panisse. Waters, who, in 1992, was the first woman to win the James Beard Award, advo- cates cuisine rich in locally sourced, seasonal, organic ingredients. Today, notes Nicole Rogers, executive vice president & chief sales officer of the San Francisco Travel Association, “San Francisco has more restaurants per capita than any other city, and the Bay Area boasts 50 establishments with at least one Michelin star.” The area was heralded as “A Destination for Foodies at All Price Points.Recently, Michelin awarded its Big Gourmand designation to 64 Bay Area restau- rants where customers “can order a three-course meal for around $40 or less — excluding tax and gratuity.” Located close to vineyards in Napa Valley and Sonoma County, the region is renowned for its award-winning wines, craft beers and cocktails. In 2019, the George R. Moscone Convention Center completed a $551 million expansion project that provides an additional 157,000 sf of usable space, for a total of 504,000 sf of contiguous meeting space. Moscone North and South now offer 82 meeting rooms, bringing the total for all three Moscone Center build- ings — North, South and West — to 114 flexible meeting rooms,” Rogers says. “In total, Moscone Center has 1,139,775 sf of usable space, includ- ing lobbies, terraces, exposition and meeting space. The Moscone Center has the highest LEED Platinum score of any new-build convention center in the world.” Global cuisine takes cen- ter stage at nearby restaurants, such as Mourad, offering Moroccan cui- sine with a California twist; Fogo de Chão Brazilian Steakhouse; Pazzia Ristorante Italiano and Tropisueño Mexican Kitchen. SAVANNAH, GA Expect to find tradi- tional and innovative inter- pretations of favorite sea- foods and Southern fare in historic Savannah. “From ‘fin to fork,’ we offer fresh local Georgia shrimp, blue crabs, oysters, flounder and grouper,” says Jeff Hewitt, senior vice president of Visit Savannah. And if there’s one food that defines the Savannah food scene, “Shrimp and grits may be at the top of the list,” Hewitt says. “There are endless variations to this Southern staple. The Georgia shrimp are the constant, with grits running the gambit from creamy cheese grits to grit croutons and cakes. The gravy or sauce also runs the spectrum, from a bacon or sausage gravy to one that includes barbecue sauce.” He adds, “You can get this pairing in most restaurants in Savannah that offer their signature twist on this coastal favorite. Our loca- tion on the coast allows fresh seafood to be popular in our city. It is also common to see different variations of fried chicken, biscuits and fried green tomatoes in Savannah.” For bever- ages, try the Chatham Artillery Punch, originating in Savannah, making it a must-sample, together with local craft beers and distilled spirits. Plus, “Don’t forget that Savannah is open container, so you can enjoy your drink while walking through our 22 historic squares,” Hewitt says. The Savannah Convention Center (SCC) expansion project is set to wrap up in 2023. The project will enter its major con- struction phase beginning with a 900-space parking garage in early winter this year. In addition to the garage, by project completion, the SCC will feature 200,000 sf of exhibit hall space, a 58-foot- wide hangar door, a new, 40,000-sf ballroom, 32 customiz- able breakout rooms, additional out- door space and a new facility entrance with an all-glass façade. | AC&F | themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 San Francisco’s Moscone Center offers more than 504,000 sf of contiguous meeting space. The city is world famous for its cuisine, which includes many dishes influenced by ethnic groups from around the globe. Jeff Hewitt Senior Vice President Visit Savannah It is also common to see different variations of fried chicken, biscuits and fried green tomatoes in Savannah. 22PLANNERINSIGHT A Numbers Game Successful Conventions Must Keep Attracting New Attendees By Patrick Simms themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 R egular attendees are the “bread and butter” of any convention. Their consis- tent participation keeps attendance numbers where they need to be each year, and they can even become resources and advocates for the event. But each one of these familiar faces was once a new face — a first-time attendee. Clearly, the value of attending at one point became apparent to them, and they subsequently had a positive first experience at the convention. Event organizers can help on both fronts: They can market the conven- tion such that its value proposition is clear to potential first-timers, whether those individuals are members or non- members. And planners can take cer- tain measures to ensure the first-time convention experience is as efficient and rewarding as it can be. These initia- tives are important insofar as drawing and accommodating new attendees is crucial to the growth of any convention. Occasionally, economic, industry or other conditions result in more new attendees than usual, without the aid of targeted promotions. That has been the case with some conventions held since the pandemic began, observes Phelps R. Hope, CMP, senior vice president, meetings & expositions, Kellen Com- pany. “We’ve managed over three dozen in-person conferences [this year], and in about 60% of those conferences, we exceeded 2019 attendance records. And of that increased attendance, there was up to 30% of unique first-time attendees from those who had been members for years. So that is an early indication that we may be attracting first-time attend- ees from an existing membership base, which is great news,” he says. There are many possible reasons for this “natural first-time attendee wave,” he adds. “Was there a competing scheduling issue that went away, so that’s why they were able to come this time? Or has the company or entity they work for got a renewed marketing or sales push that [meant] they needed to be there? Have people been elevated into positions in their own organizations because of COVID and layoffs, and now it’s a role [that requires them to] come?” TAKE ALL FACTORS INTO ACCOUNT If organizational changes brought about by the pandemic are behind the The National Association of Home Builders 2020 International Builders’ Show (IBS) in Las Vegas. On average, 55% to 60% of attendees are new or first-time attendees to the event. © NICK HAGEN PHOTOGRAPHY 24surge, planners should take that fac- tor into account as they design upcom- ing conventions and make them more accommodating to the new attendee. Of course, conventions that routinely see a high percentage of first-timers will likely already be prepared with the right pro- grams. One example is the National Asso- ciation of Home Builders (NAHB) Inter- national Builders’ Show (IBS). According to John McGeary, SVP, business develop- ment & brand strategy, NAHB, “On aver- age, 55% to 60% of the IBS attendees are new, with programs in place to help new attendees [pricing, navigation, etc.] at the show.” Those programs are apparently proving effective: “We experienced a 5% increase in second-year retention [2019 to 2020],” he says. The pandemic has also resulted in a new attendee wave for a different reason: When virtual conventions replaced in- person conventions, the format change drew many that had never attended the convention due to a lack of time or bud- get for traveling. One example of a con- vention that saw first-time attendance for this reason is the American Library Association (ALA) Annual Conference. “With an average of 18,000 to 20,000 for our summer conference, and 5,000 to 6,000 for our winter conference, much of the library industry is aware of the benefits of attending. We have found that barriers to attendance typically did not include lack of interest or awareness; many of our first-time attendees report always wanting to attend a conference, but time off from work or limited bud- gets for travel/lodging prevented them in the past from attending,” says Donna Hunter, conference marketing specialist with ALA. “We have noticed an increase in new attendees with our virtual confer- ences. Since the pandemic, we have pro- duced three virtual conferences, with a 20% to 40% average of first-timers.” While there are exceptions, planners must in general be proactive to drive an increase in new attendees. They must broadcast the convention’s value proposition to as many potential attendees as possible, and that requires using diverse marketing channels that reach both members and non-members. Hunter’s team takes that multi-pronged approach to marketing the ALA Annual Conference. “Promotion for our on-site conferences includes a dedicated conference website, an email campaign, social media with healthy engagement . . . and a local planning committee in our host cities to assemble tours and provide additional promotion support,” she says. The digital marketing initiative in particular has greatly diversified. “Since our implementation of virtual offerings, we have focused more on digital marketing, and are beginning to phase into content marketing objectives, such as influencer marketing [i.e., speakers and education presenters]; outreach and tailored resources for exhibitors and publishers, as well as ALA member leaders; segmented and personalized eblasts; customized website landing pages; promotion partners, including state library associations; and vigorous social media. We’re extremely lucky that we have an active following on our social media channels. Our engagement, although slightly quieter during the pandemic, has allowed us to remain connected to our community.” TEAM UP WITH THE LOCALS Partnering with the local CVB and targeting promotion to the local com- munity can be a fruitful approach to reaching non-members. “Our National Convention is primarily promoted through our internal electronic news- letters and on our website, often using a microsite designed by the convention city. I depend heavily on partnering with the city CVB to provide that information for our potential attendees,” says Vanessa Kane, CMP, CMM, director, meetings & events/exhibits, Veterans of Foreign Wars of the United States. “In addition, the VFW has utilized Geo Fencing in recent convention cities. We target an approxi- mate 100- to 150-mile radius from the convention city utilizing data [anony- mously] from various mobile applications that may serve to identify individuals as potential members, and directing them to the VFW website for membership.” While e-marketing channels may have risen to the fore, print marketing is certainly still part of the arsenal. For example, Kane’s team also promotes the convention through VFW Maga- zine, and NAHB similarly markets via a specialized magazine. “Our audience embraces print,” McGeary says. “We just formed a relationship with Professional Builder magazine, the official publica- tion for NAHB. So we partner with them to promote the show. We also have ads in Professional Remodeler magazine.” In general, it’s critical to use the mar- keting channels that are most appropriate to the demographic of potential attend- ees. “We base all of our marketing on the profile of the member. Are these plumb- ers, carpenters, door installers? Are they working out of a truck? Are they on the road or in the house running their small business? Or are these doctors working in an office? Who are they and how do they receive communication?” He gives the example of reaching doctors specifi- cally: “Good luck trying to find doctors on LinkedIn; they’re not interested. They 25 NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES Vanessa Kane, CMP, CMM, director, meetings & events/exhibits, Veterans of Foreign Wars of the United States, at the recent National Convention. The VFW has seen the number of first-time attendees steadily increase. COURTESY OF VANESSA KANEget in their medical network and that’s where they live. So you have to break through into that network. How do we do that? Well, often there are adminis- trators and often we do mailings. They may have their own intranet that we need to be plugged into.” Once the ideal communication channels are identified, a value propo- sition that appeals to first-timers must be formulated. Apart from the general benefits of attending — the opportu- nities for education, networking and commerce — it is helpful to highlight features of the event that will catch the attention of first-timers in particular. The New Product Zone, a new addi- tion to the NAHB International Builders’ Show, is a case in point. “This is a place on the show floor where a new attendee can come in and see what all the latest and greatest products are in one designated place,” McGeary says. “The exhibitors can put a product in the zone that rep- resents something new and exciting that comes from their company. It creates a more efficient process for a new attendee to experience the show floor.” KEEP THE MESSAGING BASIC At the same time, the promotional focus when it comes to first-timers should not necessarily be on what’s new at the convention this year, unless the new feature has special relevance to them, e.g., the NAHB’s New Prod- uct Zone. “For the potential first-time attendee, we make sure [the messaging is] very straightforward,” Hope says. “This helps them form their own reason as to why they want to attend, and they can communicate it to bosses, spouses, co-workers, etc., and help justify why it makes sense to them to come to this con- ference.” In contrast, messaging to the regular attendee would emphasize new elements, since they’re already familiar with the basic value proposition. Naturally, an association has more information about the potential first- time attendee member vs. nonmem- ber. With more details about that individual’s interests, a more targeted value proposition can be conveyed. “If we know a little more about that first- timer, for example if we know they’re a remodeler, we can kind of guide them to the things that remodelers want to experience,” McGeary says. “We have a networking place called the Remod- elers Central, where they can network with other remodelers and also get free advice and attend sessions in that room geared toward remodeling. We do that in various other areas as well: 55+ hous- ing, custom building, multifamily hous- ing. So we try as best we can to break down the experience and how it would apply to them.” And it doesn’t hurt to offer a financial incentive to the prospec- tive first-time attendee. “We offer [new members] an extreme discount: it’s only $150 to gain access to the show and entire education, where typically that investment is $350 to $600,” McGeary says. “Once we get that attendee through the door, there’s a good chance of us getting them back.” Attendees who have had a success- ful first-time experience can be another marketing resource: Their testimonials can encourage other first-timers. “We have included messaging from several first-time attendees with their reasons for registering for the conference on our website and in eblasts,” Hunter says. Sometimes that messaging can be captured live from a new attendee at the convention. “We’re fortunate enough to have an on-site video production team. Whenever we hear of a new attendee having a great experience, we try and get them in touch with our team so that they can let us know about it and we can get them on video,” McGeary says. The testimonials are then posted on the NAHB website or social media. With the testimonials, “we try to project diversifi- cation in our membership. It’s a goal for us to get the young professional group involved, and all walks of life basically, whether they’re a contractor, a designer, a real estate agent, mortgage broker, etc.,” he adds. Of course, the content of the testi- monial is as important as the source, and not all attendees will express something of substance or promotional value. “We try to feature testimonials that speak to the value proposition of the confer- ence. We want specifics,” Hope says. “So rather than ‘I attended and had a really good time,’ we prefer, ‘I met five new buyers;’ or ‘I learned A, B and C’ or ‘I got to experience this new technol- ogy.’ So, we make the testimonials very targeted toward one of the three pillars: networking, education and commerce.” He adds that post-event surveys can help attendees form their opinion about themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 At the NAHB IBS event, activities are created specifically for first-time attendees as part of an effort to ensure they learn, network with peers and have a positive experience. Phelps R. Hope, CMP Senior Vice President, Meetings & Expositions, Kellen Company About 80% of first-time attendees like to have [a mentor]. We do the matchmaking and connect them ahead of time via email. © OSCAR EINZIG PHOTOGRAPHY 26the event, and in turn, be able to deliver a substantive testimonial. “We look at every attendee as the salesperson for the next attendance, and so we give them the tools and communications to be able to share that [messaging].” OPTIMIZE THE EXPERIENCE Drawing new attendees is only the first stage of the process; they must also be converted to regular attendees. It is unlikely that will happen if their first experience at the convention leaves something to be desired. Planners can optimize that experience in many ways, such as: Convention guidebooks — New attendees will feel more comfortable with a resource that clearly lays out everything from the schedule to the venue floor plan, to the emergency contacts. “For our on-site conferences, we provide a 200- to 300-page Program and Exhibit Direc- tory. It includes a wealth of information on education sessions, speakers, social events, exhibitors and evergreen infor- mation that all attendees find extremely helpful,” Hunter says. “The directory is available in print, as well as digitally, on the conference website. There is also a mobile app that participants can use to navigate the event and make connections with other attendees.” First-timer ribbons — These allow first-timers to recognize each other, as well as regular attendees, for networking purposes. “ALA provides an array of fun badge ribbons [e.g., First-Time Attendee, ALA Member, International Attendee, Library Super Hero, etc.], at our on-site and virtual conferences,” Hunter says. “On-site, the ribbons are attached to the attendee badges to wear during the event, while during our virtual conferences, the ‘ribbons’ are attached to the attendee profiles and are visible when attendees participate in various activities.” Orientation — Also adding to the comfort level for first-timers is the ori- entation session. “We hold a reception on the first day in our general session hall for all first-time attendees with an orientation on the convention and how to get the best benefits from attending,” Kane says. “This includes identification of key staff members who can assist to make their first time experience a memorable one.” Hope has also found it useful to stage a videoconference ahead of the in-person meeting that can include senior representatives of the association in discussion with new attendees. “But the onus is on the first- time attendee to be curious on their own. They’re the ones investing the time and money, so the assumption is they’re very curious about what is going on. We just want to make sure we’re getting them the information and giv- ing them a forum if they do need a little handholding,” he explains. Ambassador/mentor program — The most personalized form of first-time attendee support is a program that pairs them with experienced attendees who can help them get the most out of their experience. “At our on-site conferences, ALA’s New Members Round Table points first-time attendees to ambassadors [ALA staff and veteran attendees] to answer any questions, provide convention site tours and host networking events [e.g., dinners, library tours and other events in local establishments in the host city],” Hunter says. The ambassadors in the programs Hope has run are usually past board members or committee chairs, “some- one who has been in a leadership role or is a heavy influencer, so that they can then be the networking con- nectivity person,” he says. “About 80% of first-time attendees like to have [a mentor]. We do the matchmaking and connect them ahead of time via email. We give the mentor an outline of what we’d like them to do: have coffee with [the first-timer], introduce them to five other influencers, etc.” Similar to the ambassador idea, Kane’s team “instituted a few years ago a ‘First-Timers Booth’ that was placed in a key location [where attendees enter the convention facility] staffed during the convention by local VFW members with the responsibility of acting as a ‘welcome committee’ for first-time attendees.” Aside from these special measures, most conventions will deliver enough value for the first-time attendee in terms of education, networking and commerce opportunities to warrant repeat visits. Ironically, the challenge for first-timers often is navigating a slew of such opportunities on-site. Planners should bear this in mind when designing messaging to that segment. “We try to not overwhelm them: In your first year of attending, here are the top four or five things you’re going to want to experience — instead of 10 to 15,” McGeary says. First-timers can then gradually experience the full breadth of opportunities at the convention over several installments, and in the process become regular attendees. | AC&F | NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES First-time attendees to the annual VFW National Convention get attention from a booth set up just for them. The booth is one of many activities event organizers use to ensure first-timers get the most from the event. Vanessa Kane, CMP, CMM Director, Meetings & Events/Exhibits, Veterans of Foreign Wars of the United States We hold a reception on the first day in our general session hall for all first- time attendees with an orientation on the convention. COURTESY OF VANESSA KANE 27ARIZONA A Variety of Venues to Meet Any Need BY MAURA KELLER DESTINATIONREPORT themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESNOVEMBER 2021 Casino del Sol Resort in Tucson offers 100,000 sf of flexible indoor/outdoor meeting space. Caesars Republic Scottsdale is set to debut in 2023. 28W hat is in the mood for your next off-site affair? Informational? Fun? Productive? Relaxing? With excellent outdoor opportunities, a rich history, excep- tional indoor attractions, and millions of square feet of meeting space, Ari- zona is the place for great meetings and events venues. Arizona has a splendor and peace- fulness all its own. For many meet- ings and events professionals, execut- ing a memorable gathering — small or large, simple or elaborate — can depend on the venue. Luckily, Arizona offers a plethora of splendid entertain- ing locales complete with wonder- ful accoutrements that surprise and delight at every turn. SCOTTSDALE Scottsdale is situated within the stunning Sonoran Desert, the draw of which starts with accessibility. A short, 10-mile commute from the nearest international airport — Phoenix Sky Harbor — Scottsdale offers all the out- door recreation options meetings and events attendees could dream of. Luck- ily, they can easily experience these recreation opportunities as the area touts 300+ days of sunshine each year. Mix in an outstanding array of world- class resorts and cozy modest lodgings to accommodate groups of all sizes and budgets, 200 of the world’s finest golf courses, a plethora of luxurious spas, and a dash of sophisticated cowboy chic, and meeting attendees will be inspired and entertained. It’s all topped off by the untamed beauty of the Sonoran Desert, with wide-open spaces, diverse vegetation and unrivaled sunsets, pro- viding an environment that is nothing short of invigorating for any event. Meeting planner Mike Ferreira, owner and founder of Meetings Made Easy, says Scottsdale is arguably one of the most popular destinations in the U.S. “It’s due to the airlift, time to and from the airport, various resorts, weather, excursions and cuisine. There’s a resort or hotel for any group or demographic out there,” Ferreira says. “I personally love the destination because of the cui- sine, weather and flight time. The Phoe- nician, Sanctuary on Camelback Moun- tain Resort & Spa, Mountain Shadows Resort Scottsdale and Hotel Valley Ho are some of my absolute favorite resorts there.” Ferreira has worked with groups of 10 people up to 450 in Scottsdale at various hotels. “There’s something for everyone, and the service levels always exceed expectations,” Ferreira says. “I personally believe any type of group can consider Scottsdale. The rates, air- lift, weather, cuisine and resorts will exceed your expectations. The world is moving so fast these days, and the desti- nation is made for the modern business traveler. [It’s] a home run in my eyes.” From a savings standpoint, planners can stretch their program budget with group values and room rate discounts during the summer and shoulder sea- sons. As Kelli Blubaum, CMP, vice president of convention sales & ser- vices at Experience Scottsdale explains, customized meeting planner packages can include benefits such as rebates to the master bill, waived room rental fees, food and beverage discounts, and generous complimentary room policies. “Additionally, Experience Scottsdale offers a variety of FAM opportunities each year, along with our Site See & Fly Free promotion, which allows us to pick up airfare expense for qualified planners,” Blubaum says. “This pro- gram encourages them to experience a customized site inspection and see firsthand what makes Scottsdale a top meetings destination. We work closely with our clientele to understand their individual needs, and match them with the right businesses and resources in the destination to meet those specific needs.” The city of Scottsdale has several newly debuted and upcoming resort openings to look forward to, including the following: • The AAA Five Diamond Fairmont Scottsdale Princess offers 316,000 sf of event space — which includes two stand-alone conference centers, each offering a 23,000-sf Grand Ballroom — and there are more than 21 unique out- door spaces. The venue also recently debuted Arizona’s first Sisley-Paris Spa, which features a private, six-room treatment facility inside its Well & Being Spa. As the first of its kind for Sis- ley Spa, this concept draws inspiration from the surrounding Sonoran Desert and delivers innovative treatments with ingredients sourced from plant leaves, seeds, flowers and more. • Four Seasons Resort Scottsdale at Troon North recently unveiled its completely renovated, 17,000-sf 29 NOVEMBER 2021 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES El Conquistador Tucson, a Hilton Resort, offers three golf courses that will please any player.Next >