A COASTAL COMMUNICATIONS CORPORATION PUBLICATION MARCH 2022 VOL. 15 NO. 2 $13.00 Craig Davis President & CEO Visit Dallas We care about event professionals and the environment. Hilton shares your commitment to making the world a better, more sustainable place. Our Meet with Purpose program oers opportunities to execute more impactful meetings and is driven by a focus on environmental responsibility. A key component is LightStay, which provides metrics for events to ensure you meet your environmental and social impact goals. Available at every Hilton location, LightStay measures a hotel’s impact and tracks the hotel’s environmental progress. Ask your Sales Manager about the Impact Calculator and ensure meetings are sustainable and measurable in the ways that matter most to you. Learn more at meetwithpurpose.com . You have everyone else’s back. Hilton has yours. Your time is a precious resource and so is the planet.DEPARTMENTS DESTINATIONS FEATURES 26 50 32 14 20 VIEWPOINT 12 Winding Down or Merely a Lull? Association Leaders Planning Events for 2022 Must Anticipate What Comes With COVID-19 BY ROD HUGHES 8 Virtual and Hybrid Events Are Here to Stay Pandemic-Era Circumstances Make Virtual a Permanent Fixture BY ERIC HOLMEN 14 Get Wellness Right Overcome Challenges Facing the Hotel Sector’s Strategies BY SONAL UBEROI 16 Sustainable Success How to Give Your Events Venue or Business a Green Makeover BY SCOTT STEINBERG 18 Crisis Communications Rules Leaders Should Follow in Times of Crisis BY DIANA HENDEL, PHARM.D. AND MARK GOULSTON, M.D. 20 On the Right Track SMERF Meetings Planners Look to Get Back to Normal BY KEITH LORIA 42 California Open and Ready to Move Past the Pandemic BY DAVID SWANSON 26 Winning F&B The Latest Trends in F&B Service at Events BY SOPHIA BENNETT 50 Texas Wide-Open Spaces Ready for Meetings and Events BY MAURA KELLER 32 Safer Meetings Planners Now Take More Measures to Ensure Attendee Health BY KEITH LORIA 58 Caribbean & Bahamas Unique Cultures and History Abound Among These Islands, Which Offer a Variety of Experiences BY DAVID SWANSON 38 Top Tech There is an Abundance of Tools Planners Can Use BY NANCY MUELLER 4 Publisher’s Message 6 News & Notes 66 Career Track ISSN 21628831 | USPS 003500 | A COASTAL COMMUNICATIONS CORPORATION PUBLICATION | MARCH 2022 | VOLUME 15 | NUMBER 2 MARCH 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES 3 ISSUECONTENTSA 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. 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Provide old and new addresses including zip code. Enclose address label from most recent issue and please allow five weeks for the change to become effective. Printed in U.S.A. ©2022 Harvey Grotsky Publisher 844.350.4522 Broadmoor.com 1 Lake Avenue, Colorado Springs, CO 80906 Welcome to the True Colorado Convention Experience. So much space, the possibilities are wide open. Nestled in the scenic foothills of the Rockies, the Convention Center at The Broadmoor offers over 315,000 square feet of meeting space. And every detail and service has been considered to make your event a success. Book your event today at conventioncenter.broadmoor.com 315,000+ SQ FT MEETING SPACE 93,500 SQ FT TRUE EXHIBIT SPACE FOLLOW US ON SOCIAL MEDIA @ACFacilities linkedin.com/company/ ACFacilities facebook.com/ ACFacilities @ACFacilities themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2022 PUBLISHER’SMESSAGE 4 Evidence Shows Association Events Are Back R ecent conventions and trade shows in many destinations have provided convincing evidence that association events are bouncing back. Due to concerns related to the pandemic, last year’s conventions have rebooked in most destinations as the COVID-19 concerns have somewhat abated. While the Omicron variant posed a threat to this year’s early events, planners tell us the biggest problem they are facing is organizing previously canceled large- scale events in a shorter time — for instance, from a year to just a few months. Las Vegas, Orlando, New Orleans and other destinations report a resurgence of events with thousands of attendees gather- ing and observing safety protocols, which included in some cases indoor masks and proof of vaccination status. To help sat- isfy planners, many convention centers and other venues have increased air-con- ditioning monitoring and cleaning fre- quency as needed. If the current pace of planning and bookings leaves any doubt that association meetings and conventions aren’t bounc- ing back, the recent increase in activity should eliminate it. Also interesting to note is that planners are demonstrating their commitment to sustainability. Most say they take the initiative seriously, as it will continue to evolve in the future. Using renewable energy, turning off lights and adjusting air conditioning when the space is not being used helps contribute to sustainability goals. The outlook is bright. However, in addition to planning for the event, there is the need to consider rising airfares and hotel room rates that are impacting attendee expenses. These expenses are causing many planners to consider des- tinations with more economical access. Finally, remember that in-person events remain important for the longevity of an association’s success.844.350.4522 Broadmoor.com 1 Lake Avenue, Colorado Springs, CO 80906 Welcome to the True Colorado Convention Experience. So much space, the possibilities are wide open. Nestled in the scenic foothills of the Rockies, the Convention Center at The Broadmoor offers over 315,000 square feet of meeting space. And every detail and service has been considered to make your event a success. Book your event today at conventioncenter.broadmoor.com 315,000+ SQ FT MEETING SPACE 93,500 SQ FT TRUE EXHIBIT SPACEthemeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2022 LAS VEGAS, NV — The Las Vegas Convention and Visitors Authority (LVCVA) is securing new business for Las Vegas with the announcement of deals that will bring major trade shows to the Las Vegas Convention Center (LVCC) over the next decade. The National Confectioners Association (CFA) recently announced that its Sweets & Snacks Expo will rotate between Las Vegas and Indianapolis for the next 10 years, with the show being held in Las Vegas every third year beginning in 2026. The Sweets & Snacks Expo brings together candy and snack retailers, manufacturers and suppliers, including companies such as Hershey’s, Ghirardelli, Russell Stover and Jelly Belly Candy Co. to showcase the latest product innovations. The show has been held in Chicago for the past 25 years. The Global System for Mobile Communications (GSMA) will move its North American edition of Mobile World Congress (MWC) to Las Vegas for the first time early in the fall, and will return to the LVCC in 2023. During MWC Las Vegas, key decision makers from top business and technol- ogy industries will conduct business that will improve technology and increase connectivity worldwide. The signing of new shows comes as the meet- ings and convention industry continues to recover after the pandemic brought in-person meetings to a halt. LVCVA Secures New Trade Shows in Las Vegas ARLINGTON, TX — The Arlington Convention & Visitors Bureau recently announced their first official booking in tan- dem with the Loews Arlington team for the much-anticipated Live! by Loews Arlington Hotel and Convention Center. The Texas Association of School Business Officials (TASBO) has reserved a 1,400-room night program in June 2025. The new Arlington Convention Center will be connected via a skybridge to Live! by Loews Arlington Hotel, and will offer a combined 1,188 guest rooms, and 251,000 sf of indoor/outdoor meetings and events space. JACKSONVILLE, FL — Hyatt Regency Jacksonville Riverfront, the premier hotel for meetings and events in Northeast Florida, has completed a multimillion-dollar renovation that includes a complete remodel of the hotel’s meetings venues. The hotel features 951 spacious guest rooms and luxury suites provid- ing sweeping views of the city, and offers 118,000 sf of flexible events space. Groups can also enjoy outdoor functions in an urban setting on the hotel’s 20,000-sf deck space that overlooks the St. Johns River. First Booking Recorded for Loews Arlington Hotel and Convention Center Hyatt Regency Jacksonville Completes Renovation of Meetings and Events Spaces WASHINGTON, DC — Global DMC Partners (GDP), the premier global resource for virtual, hybrid and in-person events, is pleased to announce its newest DMC partner SUNBOUND, serv- ing the Bahamas. Founded in 1984, SUNBOUND is the Bahamas’ most experienced, largest and progressive DMC specializing in meetings, incentives and conferences. SUNBOUND’s on-island commitment includes an administrative office and production warehouse in Nassau to provide a complete, one-stop event resource for theme décor, A/V needs, stage production, enter- tainment, linen and centerpiece rentals. ALEXANDRIA, VA — GBTA calls on governments in Europe, Canada, the U.S. and Latin America to end COVID-19 testing requirements for vaccinated travelers. It’s been almost two years to the day since the global pandemic was declared. And while entire segments of the global economy have successfully reopened, business travel is still lagging far behind in recovery. Corporations are reluctant to send people back on the road in large part due to the complexity and inconsistency of interna- tional testing requirements, and entry and exit rules. Global DMC Partners Announces Newest Addition GBTA Calls for End to Testing Requirements for Vaccinated International Business Travelers 6 NEWS&NOTES These are not the meeting spaces you’re used to. From historic rooms and courtyards, to breathtaking architecture with a view, New Orleans spaces are Built to Host. We treat thousands of attendees with the same attention and hospitality given to a single, lifelong friend. We have access to the best locations to inspire meaningful interactions that continue long after you’ve left town. And we can do all of it within walking distance of world-class hotels. Call the New Orleans & Company Convention Sales Team at 877.393.5836 or visit NewOrleans.com PLAN YOUR MEETING WITH NEW ORLEANS © 2021 New Orleans & Company All Rights Reserved. NewOrleans.com | @VisitNewOrleansThese are not the meeting spaces you’re used to. From historic rooms and courtyards, to breathtaking architecture with a view, New Orleans spaces are Built to Host. We treat thousands of attendees with the same attention and hospitality given to a single, lifelong friend. We have access to the best locations to inspire meaningful interactions that continue long after you’ve left town. And we can do all of it within walking distance of world-class hotels. Call the New Orleans & Company Convention Sales Team at 877.393.5836 or visit NewOrleans.com PLAN YOUR MEETING WITH NEW ORLEANS © 2021 New Orleans & Company All Rights Reserved. NewOrleans.com | @VisitNewOrleansVirtual and Hybrid Events Are Here to Stay Pandemic-Era Circumstances Make Virtual a Permanent Fixture BY ERIC HOLMEN I t’s been a tumultuous two years for events professionals and the industry in general, but the outlook for the rest of 2022 is optimistic. We should expect a higher volume of events, more kinds of events, and more efficient events. But, we can't say this year will be a return to business as usual — and that’s OK. Events professionals have embraced what’s working during the pandemic, and are incorporating those activities into their ongo- ing strategies. I’m talking about virtual and hybrid events, of course. What was once considered a temporary solution has become a driving force for the future of the industry. The fact that virtual and hybrid events have become permanent parts of events strategies wasn't the only finding we uncovered in our annual survey. Our research report, “Getting Back to Busi- ness: An Outlook on Events in 2022,” is based on the per- spectives of 253 U.S. events professionals across a variety of industries reflecting on the past year and what they expect for 2022. We found numerous signs of optimism — increased bud- gets, preparations already underway for more events in 2022, and a broader embrace of digital tools — as well as some oppor- tunities for improvement. But overall, we saw an industry that's resilient and adaptive, and poised for a true rebound in 2022. EVENT QUANTITY AND QUALITY INCREASE WITH THE HELP OF DIGITAL TOOLS A rebound in event volume is one thing, but companies also want the events they host to produce results. The profes- sionals we surveyed say they are making it a higher priority to attract the right attendees to their events, rather than simply attracting more attendees, and 43% now measure event suc- cess based on revenue impact. They also acknowledged the importance of hybrid events to overall event performance in 2022, and the need to have compelling content. That said, the total number of events held will almost certainly increase. Compared to 2021, 50% of companies anticipate hosting more in-person events, and 46% anticipate hosting more virtual events this year. After nearly two years of dealing with pandemic restrictions, marketing professionals have grasped managing their digital tools and incorporating them into their event processes, letting them support more events throughout the year. More events require more resources to run, which is why 38% of companies reported increasing their events marketing budgets last year, significantly more than the 28% that did so in 2020. The survey also revealed that 59% of companies plan to grow their investment in events technology in 2022. But are those investments flowing to the right technol- ogy platforms to make virtual, hybrid and in-person events as efficient as possible? The survey is inconclusive on this point. Budgets are bigger and tech investments are planned, but 67% of respondents reported using the same events mar- keting tools in 2021 that they had in place before the pan- demic; this didn’t change from 2020. That indicates there's 8 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIESMARCH 2022 DEPOSITPHOTOS.COM VIEWPOINTan opportunity to optimize events if companies invest in events marketing tools that can unify communications, streamline processes and connect event data to existing Customer Rela- tionship Management systems. CAPTURING DATA TO MEASURE REAL BUSINESS OUTCOMES That last point is a clear need across the industry. In the past, events data collected was largely limited to how many people registered, who attended and how attendees felt about the event experience. Events were considered a tool for brands to stay connected to their audience, and this is still true. But more events marketers are now looking to virtual events to help them drive sales and revenue growth. Virtual hosting and events platforms allow them to track new metrics and data, such as pipeline development, giv- ing brands the ability to measure real business outcomes from their events. The smartest marketers will apply these learnings to their in-person and hybrid events, too. In 2022, marketers will continue using this data to plan and execute their events, because virtual will be a permanent part of the events mix. By getting familiar with virtual events, marketers know what works and what doesn’t when it comes to attracting and impacting their audience. Attendees have also become comfortable with vir- tual events and well-versed in popular hosting platforms. In part, this will fuel the popular- ity of hybrid events in 2022. It’s up to the event marketers to decide what exactly constitutes a hybrid event for their brand, but the integration of virtual and in-person event programs on one platform is sure to be a major growth-driver in the events industry moving forward. FAMILIAR CHALLENGES, AND NEW ONES TOO If we’ve learned anything in the past two years, it’s that the future is unpre- dictable. After COVID-19 restrictions were eased in 2021, large in-person events, such as conferences and trade shows, were scheduled and held again. But the Omicron variant fueled a fresh wave of cancellations and postpone- ments in early 2022. The industry needs to be prepared for uncertainty, but the fact remains: People are eager to attend events of all types this year. Fully 63% of people were already registered for two or more virtual events in 2022, and 64% were registered to attend two or more in-person events. Businesses spent the last year pre- paring for an increase in events volume and dealing with related challenges. In 2021, companies of all sizes innovated, changed and grew from the events they hosted as they dealt with unique circumstances. Companies with more than 1,000 employees were more likely to leverage large virtual events last year than smaller companies. Mid-sized brands struggled the most with driving attendance to their events, and smaller brands were the most likely to adopt new event marketing technology. Obsta- cles that everyone faced in 2021 were virtual event fatigue from attendees, producing high-quality events content, and measuring event ROI effectively. FIND WHAT WORKS FOR YOUR BRAND No matter which event challenges companies faced in 2021, all companies will encounter competition with events this year. As virtual and hybrid events become easier to navigate for market- ing professionals, and more events run successfully, the space will also get more competitive. Attendees will be in high demand, and brands can now more effectively target them with smarter marketing tools. This means companies need to stand out and stay relevant to ensure attendance. This year is likely to have as many ups and downs as the last, so for events to succeed, they need to feature tightly curated content and consistently great experiences for attendees. Companies formalizing their events plans for 2022 should incorporate a mix of virtual, in-person and hybrid to maximize the quantity and quality of attendees they can attract. More impor- tantly, they should plan more events that align with their goals and desired outcomes, and have the tools in place to track events' impact on them. What type of event resonates best with the target audience? Are attendees responding well to the content? What kind of events are driving sales? The right events technol- ogy platform that facilitates event data collection and analysis can help answer these questions, and turn events into a powerful business tool. | AC&F | 9 Eric Holmen is the Chief Executive Officer of Splash, a next- generation event marketing platform designed to help teams build and host virtual, in-person and hybrid events. He is responsible for driving the company’s transformative growth and positioning Splash to help its customers do what they love: create memorable experiences, new connections and business value. Download “Getting Back to Business: An Outlook on Events in 2022” at splashthat.com/resources/2022-outlook. MARCH 2022 themeetingmagazines.comASSOCIATION CONVENTIONS & FACILITIES More event marketers are now looking to virtual events to help them drive sales and revenue growth.Next >