< Previous2022 AWARDS OF EXCELLENCE VISIT TUCSON 21-Time Winner CITY-WIDE FACTS AND FEATURES Total Guest Rooms: 16,047 Total Hotels/Resorts: 157 Total Square Feet of Meeting Space: 233,000 at the Tucson Convention Center (does not include space at individual area hotels & resorts) Convention Center FYI: Located in the heart of downtown, the Tucson Convention Center has meeting and event space ready to accommodate meetings of any size. T ucson is in the heart of southern Arizona’s Sonoran Desert region, surrounded by the world-renowned Saguaro National Park, Coronado National Forest and five different mountain ranges. This breathtaking landscape provides scenic vistas and endless opportunities for outdoor adventures, all while enjoying Arizona’s signature warm, sunny weather. Everything that makes Tucson one of the world’s best outdoor destinations also makes it a spectacular meetings destination. And the best part is, you can enjoy Tucson’s wide-open spaces and beautiful natural surroundings without sacrificing the usual city amenities. A wide range of accommodations provide planners plenty of options. When it comes to resorts, you’ll find the high-end brands you know and trust — JW Marriott Starr Pass, Loews Ventana Canyon, Westin La Paloma, Omni Tucson National and Westward Look Wyndham Grand. If you’re looking for something a little different, Tucson boasts destination spas, guest ranches and boutique hotels, all with plenty of opportunities to take your meeting beyond the ballroom. In addition to the spectacular landscape and high-end accommodations that Tucson is known for, you’ll also find an array of off-site venues and activities to keep things interesting. Saddle up for a sunset horseback ride followed by a cowboy cookout, or expand your horizons with world-renowned attractions such as the Arizona-Sonora Desert Museum and the Pima Air and Space Museum. As a UNESCO City of Gastronomy, the food scene is legendary, especially the Mexican food! A trip to Tucson would not be complete without trying the Carne Seca at the original El Charro restaurant, which uses aged beef, cooked and dried in a cage on the roof, then sent to the kitchen to be simmered for hours with special ingredients, or a stop at Barrio Bread to meet Tucson’s latest James Beard award winner, Don Guerra, who elevates baking to a new level. Visit Tucson’s new “Destination Downtown” meetings package means planners no longer have to choose between urban excitement and connection to nature. With an expanded and renovated Tucson Convention Center (TCC) and new downtown hotels, including the DoubleTree at TCC (175 rooms), Hampton Inn/Home2 complex (200 rooms) and the already-open AC Hotel by Marriott (136 rooms), more downtown hotels are in the pipeline. So, when you’re ready to take your meeting beyond the ballroom, ask about Visit Tucson’s award-winning “You Fly, We Buy” program and Master Account incentive and see why our team can make your choice easier than ever. Learn more at TucsonOnUs.com C&IT 50 October/November 2022 | Corporate & Incentive Travel | TheMeetingMagazines.com MARY MEADE Director of Sales Visit Tucson 115 N. Church Ave, Suite 200 Tucson, AZ 85701 Phone: 520-770-2166 mmeade@visittucson.org TucsonOnUs.comSee why Tucson’s one-of-a-kind culture creates an experience that extends beyond the ballroom. Book now through 2025 and earn up to $15,000 OFF your Master Account.BY NANCY MUELLER Job Security INDUSTRY INSIGHT // A s chair of the department of Hospitality, Tourism & Culinary Arts at the College of Coastal Georgia, Tyra Warner, Ph.D., Esq., CMP, notes the devastating impact of the global pandemic: “In the short run, COVID- 19 found many people out of work.” While hotels and resorts leveraged the economic down- turn to reimagine their properties through new expansions and/or renovations, savvy meeting planners and event organizers know firsthand what Warner is quick to add next: “This has [also] been an ideal time for meeting profes- sionals to retool and reeducate themselves. Whether some chose to — or were forced to leave the industry — others took this opportunity to get certifications they had never had the time to get before, putting them in a better hiring position during COVID recovery.” The Payoffs of Professional Certifications Not all planners cite the importance of professional certifications as the only key to gaining employment in the meetings’ industry. “In my experience, no,” says Maureen Sloan, CTA, manager of global accounts at HelmsBriscoe. “[However,] a CMP [Certified Meeting Professional] is nice to have,” she says. “But length of years in the industry and familiarization with the properties and destinations sought, along with solid relationships with the hotel’s sales staff and CVBs matters more, because it equates to better negotiation opportunities, a bargaining chip for a job seeker when negotiating their compensation package.” Still, Sloan acknowledges: “It could help boost the chances of employ- ment at a large hotel that books groups, and a DMO or CVB that handles large conferences, conventions and that works with many seasoned meeting planning professionals.” Indeed, event organizers at various stages of their careers — beginning, midpoint or advanced —frequently tout the payoffs of investing in professional credentials and certifications for job growth. “While there is an abundance of line-level hospitality jobs still unfilled,” says Warner, “the types of jobs experienced meeting professionals are looking for are still competitive, and certifications may give a competitive edge to some candidates.” In fact, she offers, “I see more and more job postings that say ‘CMP preferred,’ and hotel sales and convention services departments that brag that all of their staff mem- bers have their CMP as a way of reassuring their meeting planner clients that they understand their needs and can provide the service they need,” Warner says. “So, yes, I believe that profes- sional certifications help with getting jobs. They are clearly perceived as desirable, and can make one candidate stand out from another if they have similar experi- ence.” She continues, “It is not that there are not good meeting planners or exhibition organizers without certi- fications — there certainly are. It is that having a certifica- tion demonstrates to a would-be employer that a person (A), has achieved a base level of knowledge and experience; (B), is committed to his or her career enough to seek cre- dentialing and growth; and (C), continues to grow through professional development each year. This last point illus- trates the important difference between certifications and certificates.” For Pawntra Shadab CTA, CIS, CITP, V.P. & event strate- gist at Elite Productions International, there’s no question that certifications have given the company a competitive edge. “We have many clients that see the importance in education and value the organizations that offer certifica- tions,” she says. “Having certifications has leveled us up as a company. As a result, we have won bids on projects over other companies that didn’t have certifications.” For example, Shadab cites a case where a client needed 52 October/November 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comity DepositPhotos.com The Right Certifications Pay Off for Professional Growth TheMeetingMagazines.com | Corporate & Incentive Travel | October/November 2022 53a planner for a high-profile incentive program. “They were transparent from the beginning on how they were pursu- ing different companies,” she says. “In the end, when we won the program, one of the major deciding factors was the fact that I have my CIS [Certified Incentive Specialist] and CITP [Certified Incentive Travel Professional] certifica- tions to my name.” For Shadab, having both certifications and experience is the winning combination for clients. “When you have the certification paired with your experience, it leverages your ability to provide a higher level of expertise and service to clients.” And the ability to provide a higher level of expertise and service to clients often translates to the ability to com- mand higher fees. Angel Hanson, CMP, CMM, PCA, in her role as CEO/event director for her company, Angel Events, finds great value in planners adding professional credentials and certifications to their resumes. “I cannot stress enough, I can’t drill into peo- ple’s heads enough, how important and how life-changing it is to get your CMM and CMP. Many clients have chosen to hire me based on my CMM. [Recently, I was] in a bid process with a client who [was] seeking a certified Pandemic Com- pliance Advisor (PCA), who specifically reached out to me because of that certification.” Beyond the matter of giving planners a leg up on the com- petition when applying for job positions or bidding on client proposals, professional designations also position those who hold such certifications to negotiate higher salaries and proj- ect fees. “For many years, surveys have consistently indicated that meeting planners with CMPs make more than those without,” Warner says. “For example, [a past] PCMA sur- vey indicates that ‘respondents with a CMP earned on aver- age more than $10,500 a year than their colleagues without the designation.” Sloan also notes that if a job was offered at a set salary, a seasoned and up-to-date CMP could ask for commissions, or booking bonuses, or a slightly higher starting salary, she says. “This is especially true if they have multiple accredita- tions in addition to a CMP, such as a CMM (Certified Meeting Management), CIS (Certified Incentive Specialist) or CTA (Certified Tourism Ambassador).” Not only have certifications given Hanson leverage in bid- ding on client proposals, she credits the CMP with increases in salary. “For my CMP, my salary went up 25%. With the CMM credential, I doubled my salary because clients have confidence that I know what I’m talking about. They are aware what the credentials and cer- tifications mean,” Hanson says. “For one of my clients, my bill rate is higher than planners without a CMP or CMM certification by $25 per hour.” Find the One for You Hanson says that at least two times a week, something comes across her desk about some new certifications. With so many certifications available and more surfacing weekly, how can planners and event organizers choose among the many alternatives that best meets their needs? “I suggest planners do research and find the ones that align to their business, clients and role,” Hanson says. “Ultimately, it’s about having an attitude of ‘Let’s help our clients out and help people keep comfortable traveling.’ CMP and CMM have been the most valuable over the years, and I highly recommend anyone in the indus- try to pursue those. Not everyone goes on to get their CMM because it requires more experience.” CMP or CMM credentials allow professionals who have achieved the designations to add those letters to their names, much in the same way that an MBA or Ph.D. does. While arguably the most recognizable credentials to those in meet- ings, conferences and conventions, CMP and CMM each serve different functions requiring different qualifications. “The ‘CMM’ is a one-time credential and the highest desig- nation you can achieve,” Hanson says, adding that the CMM is the credential that is of most value to strategists and team leaders. “For 10+-year veterans, the CMP is a year-long pro- cess and must be renewed every few years.” Beyond those credentials, certificates provide another means of continuing education, Shadab says. “For example, with the CMP, you take a test, and upon passing, you receive the credentials CMP that you can use alongside your name. Courtesy of Tyra Warner Tyra Warner, Ph.D., Esq., CMP, says meeting planner certificates may give planners the upper hand over planners who don’t have them. 54 October/November 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comBut I have also taken a course/exam and received a certifi- cate as an Inclusive Event Strategist, but there are no cre- dentials associated with that.” She continues, “There are so many great certifications out there. Both the CMP and DES [Digital Event Strategist] are great for meeting plan- ners and event organizers, because they capture the essen- tial tools and resources planners need for live and digital events. I’m interested in pursuing these certifications in the next year to level- up my education and leverage my career.” With so many pos- sible certificates to pur- sue, Hanson encourages planners to get certi- fied in areas that mat- ter to them. Looking ahead, she says, “We’re going to see more spe- cialization.” Consider certification in subspe- cialties such as health care, sustainability and catering, for example, if those are your areas of interest. For exhibitors, Warner recommends the CEM (Certified in Exhibition Manage- ment) designation to demonstrate “the highest professional standard through- out the exhibitions and events management arena,” according to the International Association of Exhibitions and Events (IAEE). “Now that COVID has come along, we need to step up our game and start adding in hybrid certifications as well as pandemic protocols,” Hanson says. “Hybrid and pandemic protocols are a must moving forward. Key focus areas mov- ing forward will be ‘digital,’ ‘hybrid’ and ‘pandemic.’ Hybrid meetings are not going away.” In fact, Hanson says her PCA has helped her get her foot in the door for six-figure proposals. “It gives you an edge,” she says. “Planners need to put themselves ahead of the curve.” She cites the importance of DEI (Diversity, Equity and Inclusion) certifications as another example of “get- ting ahead of it.” Professional Associations While earning the right certifications can boost a meeting planner’s job opportunities and salary negotiations, joining a network of like-minded professionals can also play a significant role in career development. “I highly recommend planners to join an association,” Shadab says. “I previously/currently serve on boards for Meeting Professionals International (MPI) and the Society for Incentive Travel Excellence (SITE), and they are both wonderful asso- ciations to be a part of. It’s been a great opportunity to meet and connect with peers, build relation- ships with partners and grow not only profes- sionally, but personally as well. Plus, many of these associations hold study groups and boot camps for the different certifi- cations to help acceler- ate your learning in a group environment.” Hanson also recom- mends joining meeting planner associations. “I highly encourage plan- ners to join MPI and get your CMP. Some people come into the industry with project management experience. While helpful, it’s a different focus from event strategy,” she says. Hanson has been a member of MPI for 20 years, and in her role as director of Industry Alliance, she connected industry folks through education, CMP certifications and the Events Council. “MPI has played a huge factor, and has been a game- changer in my career growth.” She also suggests joining the Professional Convention Management Association (PCMA) as they also have their own courses in continuing education. It’s never too early for meeting and event professionals to invest in continuing education programs, webinars and cer- tificate courses, Hanson says. “People call me a futurist,” she says,“because I became a specialist by saying, ‘Yeah, I’ll do that,’ and then learning how to fill a client need. So I learned how to edit videos, for example. I did a pivot towards doing things that needed to be done.” C&IT Maureen Sloan, CTA, manager of global accounts at HelmsBriscoe, center, thinks experience and relationships carry more weight than certificates. Courtesy of Maureen Sloan TheMeetingMagazines.com | Corporate & Incentive Travel | October/November 2022 55 I highly recommend planners to join an association... It’s been a great opportunity to connect with peers, build relationships with partners and grow. PAWNTRA SHADAB CTA, CIS, CITP V.P. & event strategist at Elite Productions InternationalMeeting Professionals Are Dealing With Soaring Costs BY KATHY MONTE G lobal travel prices are predicted to con- tinue to increase through the end of 2022 and throughout 2023, according to the 2023 Global Business Travel Forecast published by CWT, a travel management platform, and the Global Business Travel Association (GBTA). Rising fuel prices, labor shortages and inflationary pres- sures in raw material costs are the primary drivers of the price growth. Next year, according to the forecast, airfare will rise by 8.4%, hotel rates by 8.2%, and car rental charges by 6.8%. This is on top of 2022’s increases of 48.5% for airfare, 18.5% for hotel rates and 7.3% for car rental charges. The cost-per-attendee for meetings and events in 2022 is around 25% higher than in 2019, and it’s forecast to rise a fur- ther 7% in 2023, reports the GBTA. This is not good news for planners dealing with this new reality. However, experienced planners have been through inflationary periods before, and are digging deep into their toolboxes for contrivances to help mitigate these challenges. Here is a look at the business acu- men they’re using to plan exceptional experiences in light of these rising costs. “Rising costs are manageable if you can be flexible and, most importantly, creative,” says Martha Donato, founder and president of MAD Event Management based in War- wick, New York. “I was sourcing a photographer recently who quoted 25% over his past fees for the same work. Instead of agreeing to the higher price, I reworked the proposal and took out some nice-to-have elements in favor of necessary elements. Creativity is a necessary tool, always.” Given the increasing costs across the board in the indus- try, flexibility is key. “We’ve always done it this way isn’t a strategy — it’s an excuse,” Donato says. Planning ahead as much as possible is important, she adds. “We are planners and are part of a larger ecosystem that relies on every layer to perform and deliver. We’re facing staff shortages and the loss of institutional knowledge and historical reference, so it’s important we stay laser focused and don’t lose sight of the event’s objective.” A multipronged approach is needed to help alleviate the added costs of meetings and events, says Dana Toland, chief event planning strategist and sourcing specialist of IT Exchange Group based in Marshfield, Massachusetts. “For our clients, this is especially necessary due to the lower attendee numbers, as they are no longer receiving the ROI they once were on their spend,” she says. “One way to max- imize their spend and market reach is to continue to host hybrid events, so they can capture and still engage with those attendees with budget restrictions and who are unable to attend in person.” Meeting planners also need to work closely with the key stakeholders to determine the goals and objectives of the event, and how they have changed from prior years. Historically, one way to offset costs has been with registration fees, and sponsor and exhibitor dollars. With attendance numbers down, it is imperative that the planner Burning Budgets INDUSTRY INSIGHT // 56 October/November 2022 | Corporate & Incentive Travel | TheMeetingMagazines.comsits down with sponsor and exhibitor key stakeholders to see what value-add the event can offer them to justify their participating in the event. One platinum sponsor could easily offset any pricing increases, however, planners must make sure the value is there for them to realize their goals and objectives. In the past, events were often focused on products and services, sales, market share and industry intelligence. However, as times have changed, people are now utilizing events to identify new employees and companies to partner with. Also, planners must engage more with attendees and potential attendees before the event to ensure event messaging and agendas are on target. Take Advantage of Bundling Another creative approach is for companies to contract for multiple events with one hotel or brand as well as with their suppliers. “As we all are, hotels and suppliers are anxious to get business on the books,” Toland says. “This was a strategy employed during the financial crisis of 2008, and planners were able to leverage the multiple events into reduced pricing, more lenient attrition, liability clauses and extra concessions.” When starting the site-selection process, Toland reaches out to local convention and visitors bureaus (CVBs) or des- tination management organizations (DMOs) to send out the RFP to source hotels, special event locations and other needed local suppliers. “A majority of CVBs and DMOs are nonprofits funded by a portion of hotel occupancy taxes,” Toland says. “As hotel rates increase, resulting in increased tax revenues, the funds of these organizations increase and permit them to do more for their clients.” She cites Experience Scottsdale (Arizona) and Visit Lake Charles (Louisiana) as examples, which are offering meeting groups that meet specific criteria incentives of up to $5,000. Budgets Adobe Stock TheMeetingMagazines.com | Corporate & Incentive Travel | October/November 2022 57Experience Scottsdale will also pay for flights, hotels and other costs for site selection trips for qualified RFPs. CVBs are also expanding into providing professional ser- vices. Discover Newport (Oregon) is offering complimentary meeting planning services to clients, while Visit St. Pete/ Clearwater (Florida) will provide complimentary registra- tion staff at the start of the conference. Visit Anaheim (Cali- fornia) is offering free marketing services to help increase attendance. “When you add all of these up across multiple programs, they will have a significant impact in offsetting some of the increased pricing,” Toland says. “The key to securing favorable terms and incentives is to reach out to the CVB at the start of the process. If you bring them in later, you could be disqualified.” A strict RFP process is crucial to securing the best terms and pricing. Here, the CVBs and DMOs are invaluable because they have established relationships and working knowledge of area hotels and suppliers in the hospitality industry. “For hotels, we will do an in-depth analysis of up to five to eight properties in each city so we can rank each prop- erty in terms of overall costs and how it does or does not meet the client’s needs,” Toland says. “We also use this data to help us identify what trends are in that market, which we leverage in the negotiation process. For other vendors, it is our policy to solicit at least five bids when possible. This again helps us identify trends and negotiate favorable terms. It is also important to meet with each potential hotel and vendor to create a relationship and help them understand the program needs and how partnering with my client will be a win-win.” Rely on Relationships and Creativity Relationships take on added importance in inflationary times. It is best not to rely on only one supplier, even though planners may have an affinity for a certain hotel, A/V com- pany, destination management company or caterer. They may be experiencing supply-chain or staffing issues of their own, so planners should have others to which they can pivot. Creativity is another powerful way to offset rising costs. Jaki Baskow, CEO and owner of Las Vegas Speakers Bureau, specializes in helping meeting and event professionals cre- ate memorable experiences with world-renowned speakers, entertainers and businesses. She has more than 40 years in the speakers and entertainment industry, and has worked with some of the biggest celebrities in the world. Baskow says it is important to remember that everything is negotiable. If a planner is hoping to get a certain speaker or performer for their gathering that will add pizzazz, go for it, she says. “I use negotiat- ing power and my relationships to help plan- ners. There have been times I have been able to book headliners for groups at a fraction of the cost, as I have piggybacked their performance to their residency in town,” Baskow says. “The bottom line is to negotiate, negotiate, negotiate. Especially in today’s current inflationary climate. If you do not ask, you will not receive.” She does caution that there may always be add-on fees. It’s important to get a list of any additional costs there may be before signing the contract. “The bottom line is working within your bud- get by planning strategically and pro- ducing an amazing, memorable experi- ence,” Baskow says. A/V Through the Roof As meetings and events proliferate post-pandemic, the cost of A/V has skyrocketed. One anonymous planner was irate about being quoted $75,000 for A/V for a three-day event that cost $25,000 pre-pandemic. How can these rising costs be combatted? Baskow recommends gathering several bids before negotiating with the in-house A/V team. Larry Cooper, CEO of Meetings and Events, the company that produces THE EXPERIENCE Conference and Exhibi- tion for the cleaning and restoration industry, agrees. He also suggests asking for an extremely detailed list of what is being done and for what cost when it comes to A/V. Also, be sure to ask the hotel or venue if the property is union or has any new union agreements and, if so, how it will impact the budget if planners bring their own A/V company on property. Planners don’t want to pay for duplicate equip- ment costs or labor due to union requirements. As union hotels can double the cost of A/V, it’s always wise to have the Courtesy of Jaki Baskow Jaki Baskow, far left, says meeting planners who can expertly negotiate can keep costs low. 58 October/November 2022 | Corporate & Incentive Travel | TheMeetingMagazines.compreferred A/V provider contact the hotel directly to work out the details. Lastly, some properties provide complimentary built-in A/V for breakout rooms. Also be sure to ask this upfront on the RFP, as projectors and screens can run well over $1,000 a day. Depending on the room size and lumens necessary for projection, it might be cost-effective to purchase your own projector. Sometimes, they can literally pay for themselves during the first event. Better yet, your salespeople can use them for their meetings when not in use for an event. An increase in A/V costs is a domino effect, providers say. Because of supply-chain woes, they can’t get the gear they need, and, labor shortages are a real challenge. Add the pent-up demand of events, and that is a perfect storm. So, planners advise teaming up with the A/V supplier to create solutions to these issues together. Don’t Overlook F&B Costs Don’t forget to work with the chef, catering and F&B departments to keep costs down. Give the chef permission to be creative with fruits and vegetables that are in season, which will be cheaper than those that have to be shipped in. Also, be sure to order early. Toland gives the chefs of her meetings and events com- plete autonomy. “We have always preferred to not order off of menus, but rather set pricing for each meal or event and give the chef full reign over the menu,” she says. “Chefs are artists at heart, and can be very creative with smaller bud- gets. We have always been pleased with this approach.” Cooper uses coffee as a line item that can’t be overlooked. “Coffee can be extremely expensive. I have stopped serving hot water for tea and decaf as they cost the same amount as coffee and are usually barely touched,” he says. “I also notify the venue staff not to refill the coffee urn without contacting me. Today, it is more important for planners to stay on top of everything. Look over the items in your contract line by line.” Remember, Cooper says, conference coffee can cost any- where from $60 to $125 per gallon depending on where the meeting is being held, and can be a huge cost savings when negotiated properly. In addition to worrying about their own catering costs and bottom line, it is also a good time for planners to think of others who are less fortunate. Many families have been hit hard by record-breaking inflation, and more than 12% of the population of the United States is food insecure. Plan- ners should remember they can donate their leftover con- ference and restaurant food under the federal Bill Emerson Good Samaritan Food Donation Act of 1996. Most cities already have the infrastructure for the food to be picked up at restaurants and hotels, and delivered to area food banks, soup kitchens and shelters. An added benefit is that,in some instances, a portion of the donation may be tax deductible, helping to further decrease costs. Consider Second- and Third-Tier Destinations Smaller destinations are increasing in popularity for meetings and events as, in many cases, they are less expensive than major metropolitan areas. Plus, meeting groups convening in a smaller city are usually a “big fish in a small pond,” an opportune scenario that often results in planners having a more favorable ratio regarding the number of sleeping rooms required and the amount of complimentary meeting space offered. Planners report they are attracted to the affordability of meeting space, hotels, food and beverage, and entertainment in second- and third-tier cities. “There is definitely a shift to seeking out second-tier cit- ies with respectable airlift,” Toland says. “Many of them are taking advantage of rising costs by offering more competitive pricing and incentives to increase their brand and market share. This is especially true with boutique hotels compet- ing with the major hotel brands. Incentives include lower room rates, rebates, free receptions, complimentary meeting rooms and 10% commission on sleeping rooms.” She adds, “An added perk of selecting a second-tier city is they are not experiencing the record crime rates as larger cities like New York City or Chicago. Post-COVID, employers and confer- ence hosts are much more aware and concerned with the safety of their staff and attendees.” Experience is What It’s All About The bottom line is, there are areas to cut back in infla- tionary times, but one thing not to alter is the experience. The overall experience is what attendees will remember, whether planners are pinching pennies or not, they want it to be exceptional. This is the time for planners to have an eagle eye. “Plan- ners must do their due diligence when negotiating hotel agreements to limit their risks and liabilities, as well as secure favorable cost-saving measures,” Toland says. “Make sure all fees and pricing are fixed and spelled out in the contract.” C&IT Courtesy of Martha Donato Martha Donato, founder and president of MAD Event Management, far left, says a creative approach to meeting budgets can keep costs down. TheMeetingMagazines.com | Corporate & Incentive Travel | October/November 2022 59Next >