A COASTAL COMMUNICATIONS CORPORATION PUBLICATION DECEMBER 2021/JANUARY 2022 VOL. 39 NO. 6 $15.00 IN THIS ISSUE 2022 STATE OF THE INDUSTRY THE EVOLVING ROLE OF CVB S AND DMO S FLORIDA LAS VEGAS LOUISIANA CARIBBEAN & BAHAMAS Sales Leader Frank Passanante Describes Recent Achievements, Ambitious Plans Frank Passanante, Senior Vice President Hilton Worldwide Sales – Americas. HILTON’S MISSION: LIVE EVENTSWe are delighted to award you 3X Hilton Honors Points on your meetings and events. At Hilton, we applaud event professionals everywhere for rising to the occasion, rearranging a million details and reassuring everyone in the process. While you’re working overtime to make new memories a reality, we believe you deserve perks—and we’d love to help you earn them faster. For a limited time, qualifying charges on every event booked and actualized between October 1, 2021 and March 31, 2022 at participating hotels are eligible for Triple Hilton Honors Bonus Points. You can use these Points to redeem event credits for future events, free nights and more. Tap into the Triple Points o er at events.Hilton.com/triplepoints. You’ve got everyone else’s back. Hilton has yours. EXECUTING BIG MOMENTS DESERVES BIG REWARDSVOLUME 39 NO. 6 // DECEMBER 2021 JANUARY 2022 12 18 24 IN THIS ISSUE features 30 40 48 54 4 Publisher’s Message 6 News & Notes 8 Perspective The Post-COVID Value Proposition of Tech-First Corporate Meetings BY ZAIN JAFFER 10 Perspective Event Data for Better Event ROI in 2022 BY ALEX PATRIQUIN 66 People on the Move destinations departments Louisiana Pouring on the Southern Charm to Welcome Back Events BY CHRISTINE LOOMIS Florida Offering Some of the Best Outdoor Spaces to Host Events BY KEITH LORIA TheMeetingMagazines.com | Corporate & Incentive Travel | December 2021-January 2022 3 Las Vegas & Reno Nevada: New, Refreshed, and Reimagined BY NANCY MUELLER Preparing for the Future CVBs and DMOs Adapted During the Pandemic BY NANCY MUELLER 2022 State of the Industry Experts Remain Confident the Full Recovery is Coming Soon COMPILED BY HENRY FITZGERALD Hilton’s Mission: Live Events Sales Leader Frank Passanante Describes Recent Achievements, Ambitious Plans BY DAN JOHNSON Caribbean & Bahamas From Beach to Ballroom, These Islands Offer a Wealth of Options BY MAURA KELLER 54 30 12 24 48 18 ISSN 0739-1587 // USPS 716-450Corporate & Incentive Travel (USPS 716-450) is published bimonthly by Coastal Communications Corporation, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394; 561- 989-0600. Single copies $15.00 U.S.A. only. Yearly subscription price is $135.00 in the U.S.A.; Canada and foreign is $175.00. Back copies $17.00 U.S.A. only. Distributed without charge to qualified personnel. Periodicals Postage Paid at Boca Raton, FL, and additional mailing offices. POSTMASTER: Please send address changes to Corporate & Incentive Travel, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394. Nothing contained in this publication shall constitute an endorsement by Coastal Communications Corporation (Corporate & Incentive Travel), and the publication disclaims any liability with respect to the use of or reliance on any such information. The information contained in this publication is in no way to be construed as a recommendation by C&IT of any industry standard, or as a recommendation of any kind to be adopted, by or to be binding upon, any corporate/ incentive travel planner or agent. Reproduction of any portion of this publication by any means is strictly forbidden. Editorial contributions must be accompanied by return postage and will be handled with reasonable care. However, the publisher assumes no responsibility for return of unsolicited photographs or manuscripts. Subscribers: Send subscription inquiries and address changes to: Circulation Department, Corporate & Incentive Travel, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431- 6394. Provide old and new addresses including zip codes. Enclose address label from most recent issue and please allow five weeks for the change to become effective. Printed in U.S.A. © 2021 Leadership in the New Year It’s clear that meeting planners and meeting industry suppliers will continue to navigate through the COVID-19 virus and the variants going forward in the new year. As a result of the virus and the economic down- turn, the way we work has changed, and in some cases, transformed for the future. We are working and living in a disrupted atmosphere, where your face-to-face meetings, incentive programs and other events will continue in most cases, but are not guaranteed in the future due to the possibility of virus concerns. What’s the formula for success? Following your leadership skills and maintaining a positive mindset will help overcome any negativity. As we move forward in the recovery, we need more passionate leaders. Leaders, and their teams, need to possess a belief that they can indeed succeed despite road- blocks. Leaders and their teams need to feel passionate about planning their events, and, without this exciting energy, it becomes dif- ficult to lead successfully. To achieve suc- cessful meetings or incentive travel pro- grams, planners need to show their passion for the job and to inspire others to achieve their objectives for a successful event. When faced with unforeseen situations, strong leaders need to be flexible, and have the ability to work toward the meeting planning goals. The outlook for this year is very positive, and if the atmosphere at the IMEX America 2021 event held recently in Las Vegas is any indication, we should see a resurgence of meetings and incentive programs this year. Finally, don’t miss the industry outlook coverage in this issue, where industry leaders lay out their thoughts on what lies ahead for the year. PUBLISHER’S MESSAGE // A COASTAL COMMUNICATIONS CORPORATION PUBLICATION PUBLISHER/EDITOR-IN-CHIEF Harvey Grotsky harvey.grotsky @ themeetingmagazines.com CREATIVE DIRECTOR Kristin Bjornsen kristin.bjornsen @ themeetingmagazines.com MANAGING EDITOR Henry Fitzgerald henry.fitzgerald @ themeetingmagazines.com EDITORIAL COORDINATOR Rachel Galvin rachel.galvin @ themeetingmagazines.com CONTRIBUTING EDITORS Sophia Bennett Sara Churchville Cynthia Dial Maura Keller Christine Loomis Nancy Mueller Patrick Simms David Swanson PRESIDENT & CEO Harvey Grotsky VICE PRESIDENT OF OPERATIONS David Middlebrook david.middlebrook @ themeetingmagazines.com ADVERTISING SALES OFFICES 2700 N. Military Trail, Suite 120 Boca Raton, FL 33431-6394 561-989-0600 Fax: 561-989-9509 advertising@themeetingmagazines.com IL | IN | WI REGIONAL MANAGER Bob Mitchell 630-541-3388 • Mobile: 630-235-0126 bob.mitchell@themeetingmagazines.com DIRECTOR OF SPECIAL PROJECTS Michael Caffin 914-629-5860 michael.caffin@themeetingmagazines.com Corporate & Incentive Travel (USPS 716-450) is published bimonthly by Coastal Communications Corporation, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394; 561- 989-0600. Single copies $15.00 U.S.A. only. Yearly subscription price is $135.00 in the U.S.A.; Canada and foreign is $175.00. Back copies $17.00 U.S.A. only. Distributed without charge to qualified personnel. Periodicals Postage Paid at Boca Raton, FL, and additional mailing offices. POSTMASTER: Please send address changes to Corporate & Incentive Travel, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431-6394. Nothing contained in this publication shall constitute an endorsement by Coastal Communications Corporation (Corporate & Incentive Travel), and the publication disclaims any liability with respect to the use of or reliance on any such information. The information contained in this publication is in no way to be construed as a recommendation by C&IT of any industry standard, or as a recommendation of any kind to be adopted, by or to be binding upon, any corporate/ incentive travel planner or agent. Reproduction of any portion of this publication by any means is strictly forbidden. Editorial contributions must be accompanied by return postage and will be handled with reasonable care. However, the publisher assumes no responsibility for return of unsolicited photographs or manuscripts. Subscribers: Send subscription inquiries and address changes to: Circulation Department, Corporate & Incentive Travel, 2700 North Military Trail — Suite 120, Boca Raton, FL 33431- 6394. Provide old and new addresses including zip codes. Enclose address label from most recent issue and please allow five weeks for the change to become effective. Printed in U.S.A. © 2021 4 December 2021-January 2022 | Corporate & Incentive Travel | TheMeetingMagazines.com Harvey Grotsky Publisher FOLLOW US ON SOCIAL MEDIA linkedin.com/company/ CorpIncTravel @CorpIncTravel @CorpIncTravel facebook.com/ CorpIncTravelWhen you choose Disney for your meeting or event, you’re getting more than just a great place to meet. You’re also getting a dose of our world-famous Disney innovation and imagination to help bring your teams together. With ample creative resources at your disposal to customize your event for both in-person meetings and digital experiences, come see how the Disney difference can help you get back to business. Even if it is a little less than ‘usual.’ Find out about the enhanced health and safety measures we put in place for our Guests visiting Walt Disney World ® Resort at disneymeetings.com THESE ARE MEETINGSNEWS + NOTES // 6 December 2021-January 2022 | Corporate & Incentive Travel | TheMeetingMagazines.com CAREER Silversea Appoints Katina Athanasiou as SVP of Sales MIAMI, FL — Silversea Cruises has appointed cruise industry veteran Katina Athanasiou as senior vice presi- dent of sales, reinforcing the cruise line’s long-term com- mitment to growth. Athanasiou will drive Silversea’s sales strategy in the Americas across all channels, reporting to Mark Conroy, Silversea’s managing director, The Ameri- cas. With an illustrious career in the cruise industry that spans 21 years, Athanasiou is per- fectly placed to apply her wealth of experience and expertise to the boutique approach of the lead- ing ultra-luxury cruise line. The talented executive most recently served as chief sales officer of Nor- wegian Cruise Line, where she developed, implemented and led profitable business development strategies, while nurturing the long-term success of travel partners and leading high- achieving teams through her focus on performance and culture. “We are thrilled to welcome Katina Athanasiou to Silversea Cruises,” says Barbara Muckermann, chief commercial officer, Silversea Cruises. “Athanasiou has a proven record of developing strong partnerships to de- liver successful sales strategies, which will prove invalu- able as we continue on our ambitious growth trajectory as part of the Royal Caribbean Group.” INDUSTRY Events Industry Council Launches CMP Fellows Designation WASHINGTON, DC — The Events Industry Council (EIC), the global voice of the business events industry on advocacy, research, professional recognition and stan- dards, has launched its new CMP Fellows Programme, one of a number of new initiatives designed to enhance the association’s highly regarded CMP programme both in terms of the depth of its offer, as well as its global reach. The CMP Fellows programme will recognize and reward CMPs and/or Emeritus who continue to make a signifi- cant investment toward the betterment of the events in- dustry and the community of people working within it. Fellowship is open to those with at least 10 years of tenure as a CMP or Emeritus who can provide robust evidence of engagement and experience within the events industry. For more information on qualification criteria and the submission process, visit eventscouncil.org/CMP/CMP- Fellows-Programme. The submissions deadline is Jan. 31. RESEARCH Survey: 86% of Hotels Say They Have Supply Chain Issues WASHINGTON, DC — Supply chain disruptions are im- pacting the operations of more than eight in 10 surveyed hotels, and nearly three in four hotel operators say the dis- ruptions are negatively impacting their business revenue, according to a new survey of Ameri- can Hotel & Lodging Association (AHLA) members. Eighty-six percent of respondents reported that supply chain disruptions were having a mod- erate or significant impact on their operations. More than half (52%) say the problem has grown worse over the past three months. Seventy-four percent say supply chain issues are having a negative impact on business revenue. The impact on operations could have repercussions for employment, underscoring the need for targeted federal relief for hotel employees, such as the Save Hotel Jobs Act. Athanasiou More than half (52%) say the problem has grown worse over the past three months. NEW CONSTRUCTION New Orlando World Center Marriott Meeting Space Coming ORLANDO, FL — Orlando World Center Marriott is undergoing a transformation that will add 24 meeting rooms of 1,200 sf each to the property. This will bring the property’s event space to more than 500,000 sf of flexible function space, allowing it to accommodate meetings and events of all sizes. This new meeting space, Magnolia, will enhance the hotel’s existing convention center and provide even more options for planners. It is slated for completion in April. The 4-star resort features a variety of ballrooms, 70+ breakout rooms and breathtakingly land- scaped outdoor space. Groups will also love the access to the resort’s many exciting amenities, including its cham- pionship golf course, full-service spa, and the new Fall Pools area that was a part of an ongoing, multimillion- dollar renovation project. 1133 Boardwalk, Atlantic City, NJ ONE OF A KIND. SHARECARE HEALTH SECURITY VERIFIED® WITH FORBES TRAVEL GUIDE ONE OF A KIND EVENT. MOHEGAN SUN KIND OF EXPERIENCE. With an award-winning staff and an unmatched variety of dining and entertainment options, Resorts Casino Hotel is the one of a kind choice for your next event. Let us help you plan your own one of a kind experience in our 64,000 square feet of flexible space, with breathtaking views of the Atlantic Ocean. All in one of the most acclaimed locations anywhere, the famed Atlantic City Boardwalk, and featuring the quality, service and style of a Mohegan Sun property. Just minutes from two international airports. CALL 609.340.7850, VISIT MEETATRESORTSAC.COM OR EMAIL SALES@RESORTSAC.COM TO BOOK YOUR COMPLIMENTARY SITE VISIT. EXPANSION Marriott International Expects to Debut More Than 30 Luxury Hotels Across the Globe in 2022 CANNES, FRANCE — From International Luxury Travel Market (ILTM) Cannes, Marriott International Inc. has announced it expects to debut more than 30 luxury hotels this year, creating the rare and enriching experiences to- day’s luxury traveler craves with its unmatched portfolio of dynamic luxury brands. Through the world-renowned hospital- ity hallmarks of The Ritz-Carlton, Ritz-Carlton Reserve, St. Regis, W, The Luxury Collection, EDITION, JW Marriott and Bulgari, Marriott International continues to elevate travel, creating highly contextual- ized, distinct brand experiences that signal the future of luxury. With an unrivaled network of more than 460 landmark luxury ho- tels and resorts in 68 countries and territories today, Mar- riott International is poised to expand its luxury footprint with nearly 190 properties in the development pipeline, including the 30 hotels expected to open this year, in icon- ic as well as emerging destinations from Mexico to Portu- gal and Australia, to South Korea. AWARD Grand Hyatt Nashville Named Nation’s Best New Hotel for Meetings and Conferences NASHVILLE, TN — Grand Hyatt Nashville, the 25-floor luxury property located within the 18-acre Nashville Yards development, has been recognized as North America’s Best New MICE Hotel 2021 by the World MICE Awards, a global initiative to celebrate and reward excellence in the meetings, incentives, conferences and exhibitions (MICE) industry. The 591-room Grand Hyatt Nashville has 84,000 sf of indoor and outdoor meetings and events space, most featuring floor-to-ceiling windows with sweeping views of downtown Nashville. There are also 42 meeting rooms and two ballrooms, including a 20,000-sf ballroom with large, flexible pre-function areas and an outdoor patio. Marriott has an unrivaled network of more than 460 luxury hotels and resorts in 68 countries and territories today. TheMeetingMagazines.com | Corporate & Incentive Travel | December 2021-January 2022 7T here’s been no shortage of impor- tant conversations during the last year of crisis man- agement. Manag- ing diminished revenue, safety concerns, talent turnover, sup- ply chain shortages and the emotional effects of a global pandemic, stakeholders were faced with important decisions. Founders and owners found themselves engaging with their teams on complicated issues. At times, industry leaders had to put their minds together regarding the best survival strategy and the next direction forward. And due to the physical restrictions, all of those conversations had to take place at a distance. Among their many lessons, the corporate world has learned that important matters can be handled in the digital realm. Deals can close, decisions can be made, speak- ers can be heard and conference-style networking can still be managed across the wires. And while that learn- ing certainly doesn’t negate the need for face-to-face meetings, corporate travel and in-person conferences, it does mean that the value proposition of our in-person events have shifted. As the continued vaccine rollout lessens the pandemic pressures, organizers, planners and business leaders are negotiating their return to in-person activities. The value proposition of the post-pandemic gathering is in need of redefinition. To lose our in-person gatherings altogether would be a loss of almost unimaginable proportions. But a return to pre-pandemic operations will no longer be enough to justify the travel, the accommodations, the event spend and the need to dust off that suit jacket at the back of the closet. The new normal of meetings and con- ferences offers something different than we’re used to, and smart technology is at its core. The Dawn of Smart Solutions In the early months of the pandemic, the powers of smart technology went primarily toward ensuring the virtual expe- rience offered meeting and conference attendees adequate access to engagement and participation. On the backbone of video conferencing, planners and organizers slowly inte- grated breakout rooms, and organized Q&As and compelling visual presentations. And as we look toward a hybrid arrangement for post- COVID meetings and conferences, the enhanced virtual engagement will no doubt be a crucial area of integration. For large-scale conferences, filming and production could become an area of differentiation, and it might not be Seamless file sharing, clear audio and uninterrupted video conferencing are the hallmarks of a successful hybrid meeting. PERSPECTIVE // DepositPhotos.com Gathering Smarter: The Post-COVID Value Proposition of Tech-First Corporate Meetings BY ZAIN JAFFER 8 December 2021-January 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comuncommon for an entire production team to focus solely on the quality of the virtual experience, just as organizers would devote a team to producing the live event. Further, teams might invest in integrated conferencing platforms that are better able to distribute the virtual experience to a wider audience, with archived lectures, engaging network- ing capacities and ample opportunities for participation. Similarly, post-COVID meetings will be influenced by the demand for hybrid access. The most important priority for employers and organizers will be to ensure that remote employees feel as involved and present as their in-person counterparts. Never before have virtual conferencing tech- nologies had higher standards for performance; a video lag, a lost file or a platform that’s hard to navigate will take a significant toll on the experience on both ends. When consulting firm McKinsey & Co. conducted a 2017 survey, almost half of the surveyed executives reported pri- oritizing cost savings in their digital strategies. Now, 67% of executives said investing more in their digital-related capital expenditure was one of the ways they remained competitive through the pandemic, and only 10% are looking to cut costs with their communications technology. Priorities and needs have shifted; seamless file sharing, clear audio and uninter- rupted video conferencing is the hallmark of a successful hybrid meeting. VR and AR in an After-COVID World Just as communications technologies are making it easier to offer the meetings and conferences experiences at scale, artificial and virtual reality technologies are offering profes- sionals and attendees a reason to return. As the cost of mixed reality technologies becomes exponentially more affordable, technologically enabled experiences are becoming more central to a conference’s offerings. Vendors, speakers or rep- resentatives are integrating VR viewings at their booth as a way to communicate with, teach or exemplify their offerings to conference attendees. A medical convention could offer a real-life training expe- rience by professionals in the field. A real estate conference could offer immersive virtual tours of choice properties on the market. Travel representatives could transport attendees straight to the accommodations they’re offering, giving them a realer-than-real tour of the landmarks in the area. These are more than strategies of engagement; VR capabilities are extending the limits of our ability to communicate, demon- strate, teach, connect and, when needed, convince. Even though VR hardware is more affordable than ever, the medium still lends itself to one-on-one experiences— perfect for a booth browsing conference, but hard to offer an audience at scale. Artificial reality, on the other hand, is VR’s natural complement. AR technologies are designed to offer technologically sophisticated experiences at scale. Conference flyers can be scanned to an integrated app that allows attendees to navigate, interact and engage with vir- tual experiences throughout their attendance. Business cards with AR components can scan to open a video or connect people directly through a networking platform. Booth-browsers can interact with 3D renderings of prod- ucts or tools, speakers can lead audiences through guided virtual scavenger hunts, and attendees can have a more sophisticated, more contact-free method for self-led con- ference navigation. It goes without saying that advancements such as these come with new needs. Organizers, planners and event lead- ers have seen a universal need for broadband access through the duration of the pandemic. Companies and employers have had to allot real capital into cybersecurity, protect- ing the increased amount of attendee data that comes in through a digitally connected experience. But with those boxes checked, the technological response to pandemic- era restrictions is changing conferences and meetings for the better. The attendee standard has increased, and we’ll soon be able to reap the benefits of better tech-enabled experiences. The most important point of focus is offering an equitable experience between on-screen and in-person attendees. From there, the powers of affordable AR and VR technologies remove all limits; with technology at their core, the long-term future of post-COVID meetings and confer- ences has many more surprises in store. C&IT ZAIN JAFFER Zain Jaffer is a tech entrepreneur, and the founder and CEO of Zain Ventures, an investment firm with more than $100 million in assets under management. Zain Ventures invests in a variety of initiatives, including commercial real estate, technology start-ups and private equity. Visit zain-ventures.com. “ The most important point of focus is offering an equitable EXPERIENCE between on-screen and IN-PERSON attendees. ” TheMeetingMagazines.com | Corporate & Incentive Travel | December 2021-January 2022 9Next >