< PreviousI ncentive programs are a proven business strategy touching everything from employee engagement and retention to productivity and ultimately the corpo- rate bottom line. Yet, the pandemic created a host of challenges for many businesses, including reduced revenue streams and tightened budgets. So, how are incentive programs faring today? How have they changed — or not — and how are incentive planners adjusting programs to meet today’s reality? Most important, are incentive programs still able to provide solid ROI to the com- panies that invest in them and how is that ROI delivered? Rhonda Brewer, CITP, vice president of sales at Illinois- based Motivation Excellence and a SITE Board of Trustees member, notes that the pandemic has created some changes, but incentive programs are still going strong. “Depending on the industry, qualifier numbers have increased as well. After not having this tool to reward top performers for a couple years, businesses are eager to reconnect with their people,” Brewer says. Incentive planners have always had to create extraordi- nary programs within a company’s budget but with many budgets decreased, they have to be even more creative today. “Our planners at Motivation Excellence are always looking at how we can deliver wow-inspiring programs within a client’s budget parameters,” Brewer says, “and one way to do that is by working effectively with strategic partners in the industry to provide value that planners can pass onto clients. That might be concessions in a contract or being able to commit to multiple incentive experiences with the same hotel partner, or our clients might sign a multi-year deal with our company. We’re always looking for ways to increase the value of an experience without blowing out a budget.” Brewer says proving ROI on incentive programs is about data and analysis. There are several key factors. “The most important things to focus on are identifying what you want to mea- sure, making sure you have the right data to measure ROI, execu- tive level support and having a strong engagement plan.” Having access to the right data is critical. “Is the data in one cen- tral resource or do we have to pull it from multiple sources to effec- tively measure? We’ve found that the process is most effective when we can help a client centralize all the information necessary to make the smartest financial deduc- tions. It can be a huge bonus to an incentive program when we can offer this kind of business intel- ligence. When we have access to historical trends within a company and its vertical, we can make better recommendations on program rule structure,” Brewer says, adding, “Having regu- lar meetings with our clients to see if anything needs to be adjusted is important.” The economy has been an ever-changing dynamic in the past couple of years, and it can have an impact on pro- grams. But what Brewer has found is that incentives work regardless. “No matter the economy, those participating in an incentive program out-perform those who are not partici- pating, proving without a doubt the programs are effective.” Because incentives are often set in exotic destinations, it might seem that destinations themselves can affect ROI; how- ever, Brewer says what destinations actually impact is ROE — return on engagement. “With the right destination appeal, your engagement level increases,” she says. That too supports success because employees are motivated to produce in order to qualify for trips to those types of destinations. What also impacts incentives in this post-pandemic world are ongoing supply-chain issues and lack of product availability. Brewer says product availability could poten- tially affect programs through 2024. The work-around comes down to creating the right rule structure and goal for a pro- gram. “Goals and objectives can change and that can make it more difficult at times to achieve. I think the hardest thing Earn Your Return Proving Incentive Program ROI in the Post-Pandemic World BY CHRISTINE LOOMIS 30 May 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com PLANNER TIPSnow is creating rule structures for some industries where product availability is a challenge. We’ve seen a lot of supply- chain issues, and that decreases the availability of producing products in some verticals.” For companies where sales productivity is the standard measure, that’s a problem. But there are options. “In that sce- nario, we offer alternatives to rewarding on sales. Training, engagement and loyalty can be maintained during the times when sales are stagnant due to supply. And actually,” Brewer says, “although ROI is talked about a lot, many incentives are structured as loyalty programs.” Regardless of how a program is structured, she says a strong communications plan is important so everyone under- stands the rules and how they can win. Dahlton Bennington, CMP, CMM, managing director, PROfound Planning in Orlando, says the pandemic changed a lot, yet incentives remain as important as ever “Incentive, rec- ognition and reward programs are being employed more than ever to align remote and decentralized employees, and are relied upon for engagement, retention and building culture.” Proving ROI Bennington believes there are three main things incentive planners should focus on in terms of ensuring ROI. The first is fiscal responsibility and budget alignment. The second is 360 degrees of stakeholder overall satisfaction and planned action resulting from the program. “For me,” she explains, “incentive stakeholders include those who are incentive eligible, who qualify for the incentive and attend, as well as those who host the program and/or leadership.” The third focus is the busi- ness impact achieved as a result of employee motivation. While Bennington doesn’t believe the pandemic impacted how ROI is proven for incentive programs, she does believe it created a more urgent need to do so. “As leaders are more focused on developing positive organizational culture, rec- ognizing employees and striving to retain top performers, incentive programs are a natural fit.” Bennington sees the role of destinations as an important one in terms of driving employees to achieve. “The desirabil- ity of a destination and selected property drives incentive- eligible associate performance.” There are also outside factors affecting incentive suc- cess today. “Limited hotel availability, lack of experienced workforce and increased supply-chain costs are our biggest challenges in curating unique, personalized incentive expe- riences that drive attendee satisfaction,” Bennington says. “This is, of course, directly linked to a program’s ROI.” Staffing issues can be a factor as well, depending on where the shortages are. “I believe staffing issues are a contributor to the increased value of incentives to drive organizational performance and retention,” she says. “At the same time, lack of labor for key destination suppliers is a great hardship to incentive planners.” The economy itself can be a factor but less so than one might think. “Incentive programs deliver extraordinary value to the organizations that employ them and often do so regardless of the status of the overall economy,” Bennington points out. “At the same time, smart organizations will align their reward plans and spend to the performance of the orga- nization and perception of incentives at the current time.” She also notes that the overall economy is less a factor in employees being able to qualify than what is happening within the company itself. “For our clients, I would say an incentive- eligible associate’s ability to qualify is much more relative to Courtesy of Dave Minnelli Attendees are greeted by hostesses in festive attire to match the theme of an incentive event at the Field Museum in Chicago, Illinois. TheMeetingMagazines.com | Corporate & Incentive Travel | May 2023 31the organization’s current business levels than anything else. While some organizations are thriving and orders are pouring in, others are experiencing a softening market and are work- ing harder to stimulate business. When the metrics are set correctly, the caliber of qualifiers should be consistent.” The pandemic hasn’t appeared to change how hard it is to qualify or how much employees want to qualify. The drive to be the best or most successful remains pretty much the same regardless of massive world changes in the past three years. Incentive programs are still doing for companies what they have always done. “I would say the bragging rights of being No. 1 or best in class is certainly the most coveted and something that top per- formers will strive for,” Bennington says. Alex Eckerle, director of product and solution design with Maritz Motivation, references many of the same factors oth- ers have when it comes to proving ROI: “Help clients identify their optimum business objectives and outcomes, design a strategic program focused on company objectives and build a rule structure that drives behavior toward those objectives. Like others, she points out that the objectives must be mea- surable and supported with data to prove ROI, and that hav- ing access to the right data is important. Eckerle says a client’s budget is still the biggest factor in creating a rule structure to determine qualifiers, but how to use the budget has changed somewhat since the pandemic. “A fixed budget typically requires rule structures that focus on incent- ing a defined percentage of your population (for instance, X$ in spend per person times number of qualifiers = total budget). However, she continues, “A desire for greater person- alization and rewards that are meaningful to an individual post-pandemic means thinking differently about how to spend the budget.” One option is to add budget flexibility for open-ended structures, such as anyone who hits their target wins. “These open-ended rule structures, while having the potential to have more winners and thus drive a larger budget, are designed to pay for themselves as you don’t win unless your individual impact is much greater than the cost of the individual reward,” Eckerle says. Adjusting the Program Dave Minnelli, senior director, event analytics, with Maritz Global Events, has a somewhat different take on the big pic- ture of incentives today in the post-pandemic world. “Orga- nizations are evaluating the design of their programs. More and more clients are asking questions around rule-structure design, data and how to measure whether their program is meeting their objectives,” he says. He adds, “Although some clients have reduced the overall number and/or size of their incentive travel programs, just as many have increased the number or size of their programs. Some clients have also shifted to other types of incentives, such as individual incentive travel or points-based programs to reward their teams.” In today’s economic reality of rising costs, Minnelli says some clients are adjusting programs. “In some cases, they’re reducing the number of qualifiers to maintain their bud- get and in other instances they’re increasing their budget to account for the higher cost of travel, while maintaining incentive program size and high-quality experiences.” While he doesn’t believe that the pandemic has impacted how hard it is to qualify or how exactly employees qualify, he does believe it has created an opportunity to help prove ROI. “KPIs may be different based on the intended behaviors — sales growth, market share growth, product penetration, etc. Crafting the right program design, the right mix of incentives and the right budget is key to successful ROI.” Minnelli says that while the overall economy doesn’t impact incentives significantly, inflation and supply-chain issues do. He explains, “Incentive programs are more resil- ient to a recession because they are tied to sales and revenue. Courtesy of Dave Minnelli Team members connect during a sunset beach cocktail reception at a meeting in San Diego, California. 32 May 2023 | Corporate & Incentive Travel | TheMeetingMagazines.comWhen companies have to make cuts, they’re less likely to cut incentive trips. However, it’s more expensive to execute incentive programs given inflation throughout the travel and rewards supply chain. Event budget cuts due to inflation are forcing attendance reductions in some cases.” And, he adds, “In some industries that rely heavily on sup- ply chains that have been constrained since the pandemic, including automotive and manufactured goods, incentive participants are having more difficulty achieving sales goals due to product backlogs.” Staffing shortages, too, have been a negative factor according to Minnelli. “The pandemic hit the travel industry hard, with the in-person events industry essentially shutting down for 18 months. Subsequently, our industry has been challenged to rebuild talent quickly post-pandemic. While many of the individuals hired in the industry are veterans returning to work, nearly half are new to the industry, which creates some training and continuity challenges. Incentive travel program attendees are VIP guests and worked hard to win, thus they expect a great experience. I’m happy to say the industry is finally moving past this, so we’re now seeing very few ‘hiccups’ across the entire travel supply chain and quality experiences our guests deserve.” Minnelli says, “A top-end recognition program, if not sup- plemented with other ways individuals can earn, can some- times drive less ROI. A rule of thumb is that a top-performer program will typically motivate double the number of individu- als who can achieve it. Let’s say a company is recognizing the top 5% of its sales force in an incentive travel program. That typically means that the top 10% are motivated to achieve the incentive, while the remaining 90% are not motivated and may not perform to their potential. Supplementing incentive travel with other incentive programs that reward behaviors through individual travel, merchandise, gift cards, etc., can help move the middle by motivating the next 70% of the organization. A 5% improvement in the middle 70% of your population will drive more impact than a 5% improvement in the top 10%.” The Importance of Incentives Crystal Zawilinski, CMP, CMM, CEM, sales director, meetings and incentives at Fox World Travel in Wisconsin, says the pandemic actually proved to organizations the strong need for incentive travel, “The need to bring together top performers or customers became more even apparent when in-person events were absent. At the same time, companies are making incentive travel a priority, so qualifiers are even more motivated by travel than they were pre-pandemic,” she says. “Even further, companies are prioritizing unique experiences and potential qualifiers are taking notice. At Fox World Travel, we’ve seen strong engagement from potential qualifiers and great excitement after they qualify for the trip.” She also says the number of qualifiers varies depending on the industry and how the company is doing. “The results are mixed because the pandemic affected each industry in a different way. Some industries had record years and are seeing large qualification numbers while others struggled and are producing slightly smaller programs.” As for ensuring ROI, Zawilinski says it comes down to careful analysis. “Any incentive program needs to start with smart goals, ones that carefully identify the areas in which the company wants to grow its business, whether it’s increas- ing sales in a profitable product category, incentivizing a sales team to increase productivity or boosting margin on existing sales. Companies need to present a clear picture of how to track these numbers at key times prior to, during and after the implementation. Using specific metrics during each phase of implementation will present a true picture of the success of an overall incentive program.” However, she cautions, success is about more than rev- enue gains. “While many organizations only evaluate revenue increases when looking at the success of incentive programs, it’s important to measure other successes, such as employee engage- ment/retention or customer/brand loyalty. Taking a holistic approach to this evaluation will provide a better understanding of the overall ROI and success of the incentive program.” While some companies have reacted to the overall eco- nomic instability in the world today by scaling back or elimi- nating incentive programs, Zawilinski cautions against taking that “drastic measure.” In fact, she points out, as others have, “A properly designed incentive program can recover costs or even increase revenue for the organization.” She adds, “Having an incentive program in place can jump-start the positive momen- tum necessary to properly emerge from economic downturns.” She adds, “One of the biggest trends we’ve observed over the past few years is more younger qualifiers than we’ve seen in the past. As tenured workers are retiring, this has enabled larger numbers of younger associates to qualify for incen- tive programs. With this change, companies must continue to evaluate their ROI, metrics and attendee demographics to keep their programs fresh and enticing.” Experts across the board believe not only that incentive programs provide valuable ROI, but that current economic uncertainties make them more important and valuable than ever. The data, they say, is the key to measuring ROI. If incen- tive planners have the data, they can prove the ROI. C&IT TheMeetingMagazines.com | Corporate & Incentive Travel | May 2023 33 Any incentive program needs to start with smart goals, ones that carefully identify the areas in which the company wants to grow its business. CRYSTAL ZAWILINSKI CMP, CMM, CEM Sales Director, Meetings and Incentives Fox World TravelT exas has long been celebrated for offering “big” hospitality to travelers from across the globe. And recently, more and more meeting planners are setting their sights on Texas as the destina- tion for cor- porate meeting and incen- tive events – and rightfully, so. Texas puts out a big welcome to visitors and corporate travelers, and its cultural traditions, cuisine, venues and entertainment make corporate and incen- tive travel experiences ones to remember. Dallas Dallas is home to cut- ting-edge companies, world-class buildings, exceptional green spaces, and a vibrant arts and his- toric districts. And Visit Dallas, the city’s convention and visitor’s bureau says Dal- las has been named the No. 1 business-friendly city in the U.S. Add to that the plethora of event venues, and Dallas offers the ideal locale for corporate and incentive events. In fact, Dallas’ downtown is quite compact and can be easily accessed by attendees via the light rail system. Dallas also has some world-famous hotels, among which is the Rosewood Mansion on Turtle Creek, which offers sophisticated conference and meeting event spaces, includ- ing intimate outdoor event spaces. The array of hotels and resorts within the Dallas area is truly expansive and is only getting bigger, with 165 new hotel projects currently in the pipeline as of 2022, per Visit Dallas. Of course, Dallas’ enor- mous Kay Bailey Hutchin- son Convention Center is the ideal location for tradeshows and events. Every year, over one mil- lion visitors are welcomed at the convention center and enjoy tradeshows, con- ventions, meetings, shows and concerts in the heart of downtown Dallas. There is over 1 million sf of exhibit space at the center, with 88 meeting rooms and three ballrooms. The biggest news facing the conven- tion center is its upcoming expansion, which is set to be completed in 2028 and will feature a new, walkable entertainment district. More and more planners are turning to Dallas for innovative meeting options. “The list is long when it comes to reasons to meet in Texas, especially in the Dallas-Fort Worth area,” Delaney Lovelace, DMCP, director of sales at Ultimate Venures, says. “First of all, it’s easy to get here. With our envi- able location in the center of the country, travel time to BY MAURA KELLER Offering Big Culture, Connection & Charm Texas Ultimate Ventures held a “Deep in the Heart” Festival recently at the Hilton Anatole Hotel. It was their Texas twist on a boho/Coachella festival. Courtesy of Delaney Lovelace 34 May 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com DESTINATION REPORTDallas-Fort Worth is less than four hours from across the United States.” In addition, the Dallas-Fort Worth area is literally seven destinations in one, each with its own unique personality. “Although cosmopolitan Dallas and cowboy-cool Fort Worth normally get top billing, there are also amazing experiences to be had in Arlington, Irving, Plano, Frisco and Grape- vine,” Lovelace says. Also, Dallas-Fort Worth is expanding exponentially, with a wealth of new hotels and resorts available for meet- ings of all sizes. “We’re growing by leaps and bounds,” she adds. “Dallas currently leads the nation in new hotel projects, which trans- lates to more choices for incoming groups.” Regarding the recently opened Omni PGA Frisco Resort, with 510 rooms, Lovelace says, “This a game changer, espe- cially when it comes to incentive programs. With two 18-hole championship golf courses; a lighted 10-hole, par-three short course; and a two-acre putting course and entertainment area, it’s a golfer’s paradise!” The new resort also boasts 127,000 sf of meeting and pri- vate event space, including a 22,000 sf grand ballroom and a 5,000 sf pavilion with an adjoining patio and event lawn. Their specialty at Ultimate Ventures is creating unique, custom events that match the tone and goals of their clients. Whether the event occurs in a hotel ballroom, offsite at a destination’s exceptional venues, or in a restaurant setting, the options are truly endless. “Team-building activities are also quite popular as well as tours that sample the local cuisine, like “Tacos & Margaritas” or “BBQ & Beer,” Lovelace says. In 2021, Ultimate Events worked with a client that brought their 900-person national conference to Dal- las. This multi-faceted three-day program (including multiple off-site and onsite events, transportation, six tours, shopping shuttles and VIP airport transfers) fea- tured some of the best venues and activities in the Dallas- Fort Worth area. Their first night’s Oktoberfest themed welcome event at Gilley’s Dallas was full of interactive entertainment and fes- tive decor. On days two and three, Ultimate Events provided tour and activity options for VIPs and guests of attendees. Tours included a trip to Waco to get the “Chip and Joanna Gaines treatment;” a local BBQ and Beer tasting tour of the city; and visits to popular history and science museums. Shuttles to the Bishop Arts District and Northpark Mall, two of Dallas’s hottest shopping destinations, were also pro- vided on both days. “On the second night, we provided décor, entertainment and dessert for an after-dinner ‘glow’ event on the Omni Dal- las Hotel Lawn,” Lovelace says. “The final night’s event was held at AT&T Stadium in Arlington where guests were given the VIP treatment, complete with an appearance by Dallas Cowboys legend Emmitt Smith.” Rachael Glaws, principal and creative director at RGI Events, points out that everything is at your fingertips in Texas. “The hotel properties are top- notch with sophisticated production amenities. Activities and natural wonder for impactful, off- sites abound. Food and beverage helps impart a sense of place to an event and some of the best in the world is available in Texas,” Glaws says. “Locations themselves throughout the state are diverse and cater to a broad array of tastes, which is incredi- bly helpful in ensuring you please a crowd. And there’s no substitu- tion for Texas hospitality.” Recently, RGI Events orches- trated an incentives trip for a global beauty brand that was truly a hit. As Glaws explains, it was a multi-day event, full of entertainment, offsites and Once its expansion is complete, the Kay Bailey Hutchinson Convention Center will feature a new, walkable entertainment district. TheMeetingMagazines.com | Corporate & Incentive Travel | May 2023 35 Business travel is back in Texas, and we are busy. Some of our favorite venues and vendors are booked months in advance. DELANEY LOVELACE, DMCP Director of Sales Ultimate Venturesactivities — not to mention fantastic food with a deep authentic Texas flair. “We took full advantage of, in this case, all that Austin had to offer,” Glaws says. “All the guests were asking how they could ship barbecue back to their home states.” According to Brittany Curry, event planner and co-owner at Uniquely Set Event Management, Texas has always been a state that stands out in people’s minds as a desti- nation location. “You can point it out on any map and people would know what state it is,” Curry says. “There’s a multitude of styles of events and large cities that make for easy planning and accommo- dations. And the hospital- ity you’d find when work- ing with groups to plan a Texas location is unlike any group you’d meet.” Uniquely Set Event Management is one of the only coordination companies in the Bryan/ College Station area of Texas that offers team- building events. “We curated a set of activities that have proved to be fun and memorable amongst companies that take the mundane out of normal team-building ideas,” Curry says. “We curate every event to each group’s needs.” San Antonio Texas has plenty of great cities to choose from and San Antonio is at the top of many lists. With its charming River Walk, historic old Spanish missions and beautiful Hill Coun- try, San Antonio simply can’t be beat as a corporate meeting destination. Sure, the region boasts extraordinary culinary delights and meeting venues aplenty, but it also offers a wealth of activities for attendees to enjoy long after the busi- ness events conclude. For example, groups can venture off to explore Alamo, which evokes the spirit of Texas’ colonial era. Or perhaps they wander along the extensive River Walk, which is complete with waterside walkways, charming shops and delightful eateries at every turn. When is time to get down to business, San Antonio offers some of the area’s best options for events. Its recently reno- vated convention center is front and center in San Antonio’s walkable downtown area. The Henry B. González Conven- tion Center (HBGCC) features 514,000 sf of contiguous exhibit space, along with an 86,500 sf column-free multi- purpose space, 70 meeting and event spaces, and the largest ballroom in Texas, at 54,000 sf. The HBGCC is also within walking distance of the infamous River Walk and numer- ous historic attractions in the heart of San Antonio. The convention center’s recent expansion and modernization has resulted in even more technologically advanced flex- ible event spaces. The last few years have seen a wealth of additions to San Antonio’s venue offerings. A few years ago, Canopy by Hilton opened and fea- tures 1,148 sf of meeting spaces. Their outdoor ter- race overlooking the River Walk is an ideal option for smaller gatherings. Another unique option is the Red Berry Estate. A short drive from downtown San Antonio, the Red Berry Estate has been renovated to its former glory and fea- tures more than 15,000 sf of event space. The adjacent lake is a wonderful back- drop for outdoor events being held on the lawns, veranda or fountain areas. Austin Although Austin is the state capitol of Texas, it has a laid-back vibe all its own. Exceedingly popular among meeting and event planners, Austin has experienced a recent boom in downtown redevelopment. While Austin is growing, it’s downtown is relatively east to get around. The capitol offers some unique venue options includ- ing the Blanton Museum of Art, the Austin Convention Center, Palmer Events Center and the Moody Center at the University of Texas, to name a few. The city’s Q2 Stadium, which houses major league soccer, also offers an outdoor amphitheater, an ideal spot to enjoy the city’s vistas in the great outdoors. Fort Worth Although Fort Worth celebrates its cattle-trading roots, it also has become a modern, sophisticated city that it teeming with wonderful options for meetings and event experiences. One special group experience is available at Fort Worth’s Stockyards National Historic District. Charm abounds along the cobblestone streets, which feature gaslights reminiscent of decades past. Attendees can explore the restored cattle pens and enjoy the artisan-made wares gracing the many shops. Other group outings can include the Texas Cowboy Hall of Fame, Fort Worth Stock Show and Rodeo or the Will Rogers Memorial Center. According to the Fort Worth Conventions & Visitors Bureau, the downtown area of the city is bustling with cor- The newly opened Omni PGA Frisco offers 127,000 sf of conference space and 500 guest rooms. 36 May 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com If you’re looking for something fun to do in between your meeting or event, Dallas boasts twenty entertainment districts with walkable access to live music, boutiques, art and, of course, amazing food. Start planning at DallasDelivers.com This news is too exciting not to share: In 2028, Dallas will unveil a new convention center and entertainment experience. Get an early look at VisitDallas.com/ConventionCenter Omni Dallas Hotel, Downtown VIDA_Omni_TradeAd_March23.indd 13/22/23 10:27 AMIf you’re looking for something fun to do in between your meeting or event, Dallas boasts twenty entertainment districts with walkable access to live music, boutiques, art and, of course, amazing food. Start planning at DallasDelivers.com This news is too exciting not to share: In 2028, Dallas will unveil a new convention center and entertainment experience. Get an early look at VisitDallas.com/ConventionCenter Omni Dallas Hotel, Downtownporate meetings and events thanks to the recently completed Dickies Arena, which is adjacent to the Will Rogers Memo- rial Center. The arena has 90,000 sf of exhibit space and includes a 10,500 sf exhibit hall. For smaller affairs, Mule Alley, which is located in the his- toric Fort Worth Stockyards, offers an array of restaurants, entertainment venues and creative spaces to host events. Arlington Although Arlington is separate town, it’s close proximity to Fort Worth means meetings and events held in this smaller locale can also enjoy all that Fort Worth has to offer. But within Arlington proper, you will find Choctaw Stadium, which is the home to the Texas Ranger and also has evolved into a full-fledged enter- tainment complex complete with several different event spaces. The Arlington Convention Center is also a wonderful venue for events and boasts an awe- inspiring 30,000-sf Grand Hall, and several other meeting room spaces. Adjacent to the conven- tion center is the new Loews Arlington hotel, which is con- nected to the convention center via skywalk. Together, they fea- ture 251,000 sf of indoor and out- door meeting and event space. Houston Houston, the largest city in Texas, is a financial hub, has a bustling port and has grown into a sprawling metropolis that boasts a wealth of attractions for meeting and event attendees. As the country’s fourth-largest and fastest-grow- ing city, Houston offers many diverse activities, beyond just meetings and conventions, including its much-celebrated culinary scene, world-renowned theater and performing arts district, a wealth of outdoor spaces and natural environ- ments, professional and semi-pro sports teams, and iconic attractions like the United States’ largest Texas-shaped lazy river, and Space Center Houston. Houston also boasts two premiere convention centers — George R. Brown Convention Center, with 1.2 million sf of meeting space, and NRG Park, with 706,000 sf of contigu- ous exhibit space — that can successfully accommodate both small and large-scale events. Located downtown, the George R. Brown Convention Center is connected to headquarter hotel via sky-bridges. The site also features Avenida Hous- ton, the state’s largest convention and entertainment cam- pus, which is available for outdoor programming and events, and steps away from a massive urban park that offers free concerts and a ton of outdoor fun for attendees. Grapevine Also near Fort Worth is the charming little town of Grape- vine. In addition to numerous wineries in the area, Grapevine boasts more than 1 million sf of meeting space across nearly two dozen hotels within the city. In addition to hotels, Grape- vine also offers some unique venues that will add a memo- rable flair to any event. Some of these include the Grapevine Vintage Railroad, Grape Vine Springs Winery, Grapevine Con- vention Center and the Grand Gallery. The Grapevine Botani- cal Gardens at Heritage Park and the Grapevine Lake are great outdoor spaces for more intimate gatherings. Irving Located between Dallas’s two international airports, Irving is an ideal location for corporate meeting and event planners look- ing for a smaller-scale and easily accessible location near Dallas. Located on 40 sprawling acres, the Irving Convention Cen- ter at Las Colinas offers nearly 100,000 sf of event space and is part of the planned mixed-use entertainment district, which includes an indoor/outdoor amphitheater and the Westin Convention Center Hotel. The adjacent Toyota Music Factory offers wonderful team-building opportunities and event spaces for groups up to 4,000. Savvy Planning When it comes to planning a meeting or event in Texas, Lovelace advises corporate and incentive meeting planners to plan ahead. “Business travel is back in Texas, and we are busy,” Lovelace says. “Some of our favorite venues and ven- dors are booked months in advance.” In addition, Glaws advises meeting planners to lean into the destination – whether it be San Antonio, Houston or Dal- las. “Embrace amenities that make an event feel truly Texan. Travelers attending events are looking for an experience,” Glaws says. “There’s so much available to you in Texas that will give them just that.” Also, Curry advises planner to not take away the things that makes Texas truly great. “Mix in the amazing food and incorporate the scenic views,” she says, “and it’s guaranteed to be memorable.” C&IT The 888-room Loews Arlington Hotel is scheduled to open in 2024. 38 May 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com INTRODUCING THE NEW OMNI PGA FRISCO RESORT. 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