< PreviousA ccording to the U.S. Bureau of Labor Statis- tics, employment of meeting, convention and event planners is projected to grow 8% from 2023 to 2032. That is faster than the average for all occupations. It is, without doubt, a growing industry. Education is critical to help planners recognize the changing environment and develop strategies to move forward. Corporate meeting planners across the country know this well. Regardless of where they are in their career, they know their time as a student isn’t over yet. On the contrary; they are embracing new and innovative ways for educational oppor- tunities to enhance their careers and to continually learn how to bring the events and meetings they plan to the next level. From meeting planning seminars to online leadership sessions to team-building classes, today’s educational pro- grams are far more learner centered, innovative and relevant than ever before. And they are providing corporate planners to embrace the “never stop learning” adage that will only deeper their career opportunities. As Jennifer Collins, author of “Events Spark Change: A Guide to Designing Powerful and Engaging Events” and CEO of JDC Events, explained, over the span of her career, she’s worked with corporate clients from all over the world to build stronger brands and design impactful events no mat- Never Stop Learning BY MAURA KELLER Why All Event Planners Need Ongoing Education Courtesy of Jennifer Collins / JDC Events CEO of JDC Events and author Jennifer Collins leads a Fireside Chat during the Equipped Leadership Summit for first responders. 30 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com INDUSTRY INSIGHTter the obstacles. In her role as author, Collins has the opportunity to educate other meeting planners at seminars, conferences and other gatherings of professional corporate meetings. Recently, Collins spoke of the power of nurturing strong networks and she attended the National Minority Sup- plier Development Council annual conference, which is an organization that accelerates minority business growth and advances economic equity. “I believe it is a ‘must’ to keep learning,” said Collins. “As we’ve seen over the past few years, the world is changing fast, new technologies such as AI are emerging, generational differences are in play and ways of ‘doing’ are not the same. So, we have no choice but to keep learning to remain rel- evant and effective.” Collins sees that educational options for corporate meet- ing planners have evolved to include a wide range of formats, delivery methods and content areas. Whether in-person con- ferences and events, educational webi- nars, online courses, industry organiza- tion programs, and networking online or in-person, she pointed out that there are a myriad of ways to keep learning with varying price points that make it more accessible for planners. “The opportunities are quite expan- sive from a conference featuring topi- cal sessions, site visits, hands-on dem- onstrations, topical activations, virtual webinars, seminars, in-person trade- shows among so much more,” said Col- lins, who mostly attends industry events and conferences — locally and around the country. It’s at these events that she meets new connections and reconnects with those that she has met at other events. This has positioned Collins to gain new business, connect with new vendors and learn creative insights and perspectives that enhance her business operations. For planners who may think they don’t have the time to participate in educational opportunities, Collins said she is of the mindset that she cannot afford not to partici- pate in education. “However, I do understand that can be quite expensive and difficult to get away. But I would start with the local chapters of the industry organizations and get involved,” Collins said. “This would be less costly and could expedite the opportunity to meet new people, and for them to get to know you. I live by the ethic that the receiving is in the giving. The more you extend yourself to helping others, the more it will return to you.” Tom Pasha, president of Contact Planning, often pres- ents his well-received Meeting Planning MasterMind Training, a highly interactive, thorough and extensive look into the inner workings of hotels and convention cen- ters. Pasha trains meeting planners “from the inside,” on operations, finances, negotiating and contracts, with fun and challenging strategy sessions to help planners become more effective. From Pasha’s perspective, there are many reasons why meeting planners should embrace a lifelong learning approach to their careers. For example, keeping up with technology, which includes understanding trends in com- munications, registration, contracts, electronic BEOs and hundreds of other meeting applications. “Many junior event managers were raised in a high-tech environment and many senior planners need to become as tech-savvy as their junior staffers,” Pasha said. “Also, as we saw as COVID started to dissipate, many hotels and venues have tightened up their contracts and booking parameters, and added new fees and other expenses to attempt to offset the losses experienced during COVID. Education is critical to help planners develop strategies to deal with it.” Pasha explained that professional societies like ASAE, MPI, PCMA and others have always been valuable sources of training to the planning industry. There are more spe- cialized groups that also offer training, including the National Coalition of Black Meeting Professionals, Insur- ance Conference Planners, Medical Meeting Planners, Incentive Planners and other groups have developed their own specialized training, and some even offer certifi- cation programs. “Live training is returning to the live tradeshows, such as CONNECT Meetings and others. Even the local chapters of MPI and PCMA have added training sessions in many events, Courtesy of Jennifer Collins / JDC Events Meeting planners and business leaders are embracing a lifelong learning approach to their careers by learning key skills and true strategies. TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 31to help attendees develop their skills and impart value to attending events,” Pasha said. Virtual programs are return- ing to live events, since many planners may have suffered a Teams/Zoom event overload during COVID. Some groups have added break-out sessions addressing specific parts of the meeting planner’s job including site selection, negotiating, contracts and others. A number of associations have added programs for their tradeshow spon- sors, who are typically corporate attendees. As Pasha pointed out, these might include techniques on working a tradeshow booth, developing relationships with clients and other topics that impart value. “Corporate planners need to take advantage of these pro- grams, especially if they are approved for Continuing Educa- tion credit towards a CMP or other designation,” said Pasha, who began his career in hotels, specifically Hyatt Hotels, which is known for some of the best in-house training in the hotel business. All the major chains now have in-house training programs that cross-train managers in multiple specialties and reward completion with accelerated raises and promotions. As a direc- tor of sales, one of Pasha’s job was to recruit and develop talent from both in-house departments and from competitive hotels. Now, in addition to working as a planner and site-selec- tion partner for corporations, Pasha presents a training ses- sion called the Meeting Planning Mastermind, where plan- ners learn “Meeting Planning, from the Hotel Side.” “Once planners learn how hotels and venues operate, they learn negotiating and contracting techniques to maximize their ROI. We have a segment where we have the meeting planners set a banquet room from the furniture to the water glasses so they can see what’s involved in turning a meeting room,” Pasha said. “We have other programs when we have the planners work with the culinary team to make dessert or appetizers for the group, as many planners have never worked in a commercial kitchen.” To help corporate planners focus on their educational goals, Pasha recommends they start by writing down a one-, three- and five-year plan. In all those plans, there will most likely be a list of promotions, raises, increased responsibility and other goals. To achieve any of these goals, it’s critical for planners to improve their resume in a competitive market. “That should be enough motivation to have planners seek out training opportunities,” Pasha said. “For every corporate meeting planner in the business, there are hundreds of aspir- ing planners who want to move into their spots.” That said, it’s important for planners not to overthink the issue, just make a commitment to get some training as a regu- Courtesy of Tom Pasha Planners participate in a training that includes a behind-the-scenes tour of the hotel, including housekeeping, kitchens and other areas. 32 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com Education is critical to help planners recognize the changing environment and develop strategies to move forward.lar part of their job. As Pasha explained, training doesn’t have to be time consuming. Local MPI and PCMA chapters offer training at their regular luncheons and meetings, so a plan- ner has to make the time to attend. “An easy training example is a meeting planner I know looked up ‘Event Planning’ on YouTube and found literally dozens of videos on all aspects of the business,” Pasha said. OTHER AVENUES OF LEARNING Outside of more formal education and training oppor- tunities, corporate meeting planners should also recognize that they can learn from each other in informal gatherings or through online meeting planning groups found on sites such as LinkedIn. Typical e-learning approaches — live Webcasts, online self- paced tutorials and instructor-led learning, as well as podcasts and blogs — are changing the way meeting plan- ning industry experts transfer knowledge and infor- mation to others. E-learning offers planners the opportunity to schedule their training and learning approaches as it is convenient for them. Online educational programs also allow planners to be proactive and determine the courseware or programs that are relevant and meaningful to their particular job functions or skill set — at the moment they need it, not at a time when the knowledge can’t be applied. Many indicators point to the popularity of e-learning approaches among corporate meeting planners including rapid obsolescence of knowledge, the need for just-in-time delivery, the need for cost- effective ways of reaching a global audience, as well as the need for more flexible training tools. Personally, Collins meets other connections for tea, lunch, dinner or even virtually. She believes it is important to nur- ture relationships for mutual sharing of information, serving as a sounding board, and developing meaningful friendships. Indeed, most planners receive dozens of invitations to attend lunches, webinars, fam trips, ribbon cuttings, ground breakings and other industry events. As such, Pasha suggests that planners should take advantage of these networking opportunities to meet new suppliers, buyers and industry professionals. “I encourage my managers to attend at least two events per month with the goal of meeting new industry con- tacts,” Pasha said. Also, there are many social media pages that service the meetings industry, so corporate planners should be sure to contribute to those. If a planner has an issue or question, putting your name out in the market adds credibility to you as a professional. “One of the best training programs I’d completed was a golf class; there were some great contacts that I made there, and in the years that followed, I paid for my staffers to also attend golf classes,” Pasha said. “If golf is not your preferred sport, try a culinary class, a wine tasting or other groups. The idea is to meet and network in a market and learn what you can in a dynamic environment.” LIFELONG LEARNING Corporate meeting planners have embraced the notion of “knowledge” as an asset to be worked with and to be enlarged. The bottom line is that increasing their knowledge and per- formance within the meetings and events industry is a com- petitive weapon. This, if anything, defines the knowledge economy and accounts for expressions like “lifelong learning.” Looking ahead, Collins said that, as professionals, meet- ing planners will need to acquire new skills and knowledge throughout their careers to stay competitive and relevant. This means that corporate meetings and training sessions will con- tinue to play a crucial role in facilitating ongoing education. “Those companies that are adaptable to the changing needs of business and understand the power of developing more sustainable communities through your events will be better positioned to attract and retain top talent, drive inno- vation, and remain competitive,” Collins said. As the corporate meetings and events industry contin- ues to evolve, it goes without saying that planners will add more technological skills to their toolbox. And as everything in the meeting business is picking up the pace again, hotels and venues are using the new pace to introduce new systems and technologies — from registration and check-in, to food and AV packaging. “Many planners need to embrace the changes and learn how to maximize their results. In addition to industry group meetings, planners should consider taking some on-line courses in Excel, Word and other software,” concluded Pasha. “There are continuing education classes at colleges and even universities that would be valuable to planners. Finally, the networking aspect of meeting planning will take the place of formal training, so planners should join and participate in industry events. I can see training becoming less structured but more results driven, so planners should focus on adding new skills from a variety of sources.” C&IT TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 33 ... It can be quite expensive and difficult to get away. But I would start with the local chapters of the industry organizations and get involved. JENNIFER COLLINS Author of “Events Spark Change: A Guide to Designing Powerful and Engaging Events” and CEO of JDC EventsI nspiration leads to transformation. And that’s what a great speaker does for an event. Their stage energy and presence, storytelling, educational background and mes- sage have the potential to hit home with attendees. They’re looking to be inspired, to be informed, and to some extent, to be entertained. A good speaker is a kind of “influencer.” They can create a buzz that lasts hours, days, months and even years after an event. With so much change across the event planning industry — from audience expectations to demographics — plan- ners rely on their events’ keynote speak- ers to help them energize what can some- times be a tough, tired and sleepy crowd. But the presentation doesn’t start there. The message and hype begin the second the speaker is booked. Before that happens, planners must understand that the speaking industry is a unique ball- game. Knowing how to play by the rules Speaker Selection BY ALANA CASTILLAS How to Find Great Speakers for Your Events DepositPhotos.com EVENT PLANNING 34 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.comrequires skills and research in finding and comparing speakers, from their professional credentials to their personality traits. A Speaker Agent’s Perspective Planners hire speakers for their audience, not for them- selves. And speakers’ booking agents understand that well, said Rick Stowe, senior managing director at EastCoast Entertainment (ECE). ECE has offices along the East Coast and agents nation- wide, including Asheville, Birmingham, Columbia, Nash- ville, Philadelphia, D.C., Atlanta, Charleston, Hilton Head, NYC, Raleigh, Augusta, Charlotte, Houston, Palm Beach and Richmond. “I have been in the booking industry for 35 years, and in recent years, I’ve seen many corporations asking for DEI and tech-related speakers, especially when it comes to Artificial Intelligence (AI),” said Stowe. “We see it every day in the news cycle and more corporate leaders are looking for cre- ative opportunities to incorporate hot-button and sometimes sensitive issues.” AI has been dominating conversations across all industries in some capacity this year, and most especially on event stages across the country. Last month, at the FICP conference at JW Marco Island (Marco Island, FL), one of the key- note speakers was Samantha Jordan. Jordan is a futurist and consultant for Future Day Institute, a leading foresight and strategy firm founded by world-renowned futurist, Andy Webb. She delivered a presentation about the possi- bilities of emerging and ever-changing technolo- gies that had people talking for days. Jordan is known for taking a very complex topic and making it easy for all to understand. She started her presentation on this note: “The term futurist can be a bit confusing because, unfortunately, I don’t actu- ally predict the future. If I did, I guarantee I’d be about 100 miles south of here, definitely still in the Gulf of Mexico, but I’d be on a yacht, not on a stage.” She continued with this: “As a futurist, my job is not to predict the precise future, but rather, to model multiple plau- sible versions of the future. And the reason that I do that is to help organizations look at those multiple plausible futures, so that way they can take a step back and ask themselves: What decisions do I need to make today to be prepared for any one of those scenarios? “So really, what I do is more about preparation, not so much about prediction. And that’s what today’s discussion is all about. We are going to prepare for the future, especially in the era of generative AI. Here’s our game plan for the day. We are going to do a quick AI primer.” By the end of her presentation, Jordan had the crowd not only on their feet, but digging for their smart phones and tablets searching for similar topics surrounding “AI.” The next day on the same stage, keynote speaker Michelle Poler’s energetic, humorous, inspiring and entertaining pre- sentation helped the attendees identify themselves with the topic at hand: Fear. Poler’s storytelling moved the audience from tears to laughter. She danced, poked fun at herself and shared her books, “Hello Fears: Crush Your Comfort Zone and Become Who You’re Meant to Be” and “The Hello, Fears Challenge: A 100-Day Journal for Self-Discovery.” (These have been trans- lated into seven languages and distributed in four continents.) But Poler did more than just energize her audience. She used herself — her brand — as the driving force to move oth- ers. She talked about how she used her fear of public speaking to break barriers and to get herself be invited to speak at The Global Leadership Summit, Google, P&G, ESPN, TEDx, Netflix, Microsoft and Meta, among many other stages and platforms. Wherever she has been featured, whether on the Today Show, Forbes, CBS or on the cover of Insurance & Financial Meetings Management, Corporation & Incentive Travel’s sis- ter publication, Poler has impacted an audience. Not surprisingly, the 2023 FICP annual conference — the meeting industry’s marquee event that brings together hun- dreds of meeting professionals, from rising stars to strategic leaders — hired her to be one of their keynote speakers. “Where do you like to be 10 years from today?” she posed. “Have you thought about that? That’s the question that my professor asked us on the first day of class,” Poler said, getting closer to her audience. “She challenged me and the rest of the students to think about our perfect life 10 years from that day. And at that moment, I knew that I was about to have a panic attack. I mean, who here has done something like this? “When you try to plan your life ahead, it’s pretty scary because you want to dream big, but not too much. You want to sound ambitious but humble. You start dreaming of a 150- foot yacht, and somewhere down the line, you settle for a freaking kayak.” The audience laughed, relating to her story. While not all meetings or events require a motivational or inspirational speaker, it’s easy to see why having one helps engage attendees. This, of course, depends on the event. TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 35 More corporate leaders are looking for creative opportunities to incorporate hot-button and sometimes sensitive issues. RICK STOWE Senior Managing Director, EastCoast Entertainment Often before a keynote speaker presents, event planners add a little adrenalin with fun entertainment to get the audience’s attention. In this role, the speaker is the first person to help cement the theme of the event. “Many of the top America’s Got Talent performers are fun, and add relevant transitions between speakers. It can lighten the atmosphere if the keynote is on a serious topic. If you are advertising the speaker, someone with a recogniz- able name such as a celebrity or compelling background story often will help engage the audience,” said Stowe. Negotiating the Contract As an agent, Stowe finds the negotiations between the speaker and the event planner one of a kind. After all, one size does not fit all. During the selection process, Stowe advises planners to take the time to provide as much detail as possible on their goals. “Make sure any ‘asks’ are upfront before the contract is signed,” he said. “This could be anything from meet and greets, social media posts, autographed memorabilia, etc. It’s never a good idea to go back after the deal is confirmed and ask for more.” Speakers have the power to cap- tivate, motivate, educate and even inspire an audience. They can even change an event. In the long run, event planners should look for the best speaker within their budget who can provide the most value before, during and after their event. For example, Stowe recalls work- ing with a major corporation that was looking for a rec- ognizable speaker to present on the topic of “investing in your community.” At the time, American, singer, songwriter John Legend was specifically looking for opportunities to share his message on giving back to the community. Legend would also perform three or four of his top hit songs at the end of the keynote segment. Legend is an artist who rarely performs concerts for under an exact set fee, but since the topic was on something he is very passionate about, he ended up doing the event for a fraction of his normal performance fee. “To say the least, the audience was truly inspired by his message and the short performance at the end was a true bonus prize,” said Stowe. A Planner’s Perspective Before planners set out to find the best speaker for their next meeting or event, they should dive into the goals for their event: Are they looking for greater employee engage- ment or retention? Increased revenue or profits in the fol- lowing year? Whatever they want to accomplish by hosting an event, they must figure out what they’re hoping to accom- plish through their speaker. This will come in handy during their initial conversa- tion, when the planner asks how their skills, style of story- telling and approach will help them meet their event goals. But reaching them — now, that’s a new search in itself. With today’s technology and social media platforms, that task has become a lot simpler. “Reaching speakers has become democratized. We know more about a speaker from their social media or news,” said Rose Lanham, for- mer event planner and president of Players for Good, a boutique speak- ers bureau for professional ath- letes in Atlanta, GA. “It’s so much easier to research and find your perfect speaker.” Lanham started working in the events industry in 1996 with the Olympics, which led to produc- ing celebrity golf events, corporate conferences and special hospital- ity events for Yahoo! Currently, she connects meeting planners with professional athletes for keynotes and celebrity appearances. So, she’s served on both sides of the net. As a planner, she learned early on to negotiate the contracts between the speakers and the companies she worked for. “When negotiating the contract, knowing your company’s objectives is the most important thing. Sometimes it’s price. But often, it might be that an executive wants to meet this person, or it’s important the speaker stays for the awards ceremony and hands out a trophy. Consider what is really important to your audience and decision-makers, and go ahead and ask,” she said. Robin Raskin, CMP, founder of The Virtual Events Group (VEG) in New York, NY, agrees that when negotiating a con- tract, it’s good to list the responsibilities upfront. “These might include a rehearsal call, instructions to arrive in the green room, instructions for how to submit AV materials, instructions about bringing guests, getting badges and privi- leges granted to speakers,” explained Raskin. Like Lanham, Raskin also finds social media platforms a great way to check out speakers before any plans are made or contracts are signed. “I really rely on LinkedIn, but I always check out the speaker I’ve discovered on LinkedIn in a video like YouTube or Vimeo. If they haven’t spoken anywhere before, I get ner- Courtesy of Rose Lanham Players for Good Speakers president Rose Lanham with Danny Wuerffel, 1996 Heisman Winner UF and Humanitarian. 36 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.comvous,” she said. “I do intro calls before committing to them — I need to get to know them and hear their point of view before inviting them to speak. I try to mix established large companies with exciting speakers from new companies. New companies are less ‘secretive,’ and haven’t been over-coached by PR people so they tend to be fresher.” What a Planner Wants As Lanham said, choosing the right speaker begins with a clear understanding of your event. This includes identifying the type of speaker your event needs: • Motivational speakers: Skilled in storytelling, they often share personal experiences and lessons to motivate and move the audience to action. • Industry experts: They can provide in-depth insights, discuss the latest trends and foster intel- lectual stimulation. • Celebrity speakers: They can draw a large crowd and create buzz around your event or brand. • Educational speakers: A speaker who has teaching experience in your industry. Choosing the right type of speaker involves a clear defini- tion of your event’s purpose, understanding your audience and determining the type of speaker that best complements your event’s theme and goals. But above all, a planner wants a speaker who can be: • Accessible and available • Friendly and easy to work with • Interested in your event and eager to be briefed by the event planner on the audience and pur- pose of the event • Energetic and enthusiastic • Generous with their time • Reliable 100% • Understands the audience • Consistent from their website to their show reels and overall presentation Day of Event: • Turns up early, leaves late • Works well with A/V team • No overt selling or product promotion • Delivers on stage After the Event: • Checks in with the event planner for feedback on the presentation and how it helped their attendees Hiring Process Once a planner identifies the type of speaker and selects the one they want, of course, it’s time to hire them. “When hiring a speaker, consider how they can interact with your larger goals and entertain your guests,” explained Lanham. “When you hire a celebrity chef, perhaps they come out between courses to explain the dish, but can also share anecdotes from their experiences. Perhaps it’s a humorous story of the most ridiculous bridezilla requests or a recipe his grandmother taught the chef at age eight. “When you hire a sports star, like NBA legend Rick Barry, he loves to shoot hoops in a ballroom with corporate attendees or join your trade show booth to interact with the audience in shooting contests. We have NFL players who join a pickleball court with attendees after their motivational speech. “Other sports celebrities might be perfect for handing out the Top Sales Performer awards on the stage or you can have an ESPN talent be the emcee for the night. People love to feel they’re getting a behind-the-curtain experience with a sports star,” Lanham said. The list of speakers is endless and so are the topics they cover. C&IT Speaker Trends for 2024 Raskin has observed the meeting industry closely and discovered there are some key speaking topics expected to surge in the coming year. She foresees: Shorter Sessions: This is a hard one to tell the pan- elists, but what they used to say in 40 minutes, they now need to whittle down to 10. Attendees want quick hits of information. Surprise Elements: You want your audience to feel anticipation, surprise and delight. That can often mean bringing in a surprise speaker from a totally dif- ferent field of expertise. For example, Raskin is hav- ing a neuroscientist talk about the brain when it goes shopping. And a 17-year-old debates his dad about what a Gen Z wants. Differences of Opinion: No one wants to listen to a panel where everyone has the same point of view. You want to design for controversy and differing opinions. Diversity and Inclusions: Gender, race and age — you want a panel that looks like the audience. Wisdom of the Crowds: There’s always someone in the room who’s smarter than the panelists. We’ve experi- mented with leaving an empty chair on stage for some- one in the audience who feels they can contribute. More/Better Audio and Video: Audiences have come to demand short bursts of audio or video. They need to be high quality, and being a little playful doesn’t hurt. Just make sure you test the AV before the show. Other trends to watch for: Trend #1: The rise of virtual speaking Trend #2: The growing demand for niche speakers Trend #3: The increasing importance of personal brand Trend #4: The growing popularity of hybrid events TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 37Tiers are based on city size. Generally, first-tier cities have a population of over one million; second-tier cities have a population between 300,000 and one million and third-tier cities, which are the smallest, fall under 300,000. In their search for something that fits their budgets, and offers their attendees a greater sense of place, planners have found these smaller cities to be hidden gems. Often neglected in the past because of preconceived notions, these cities offer planners unique, local experiences, charm and attentiveness, and an opportunity to switch things up, and bring excitement to their meetings. IN THE SOUTH Fort Lauderdale, Florida Genuine Hospitality and Walkable Experiences This movement began post-pandemic, when planners began to recognize that attendees were drawn to genuine hospitality and walkable experiences. Cities like Fort Lau- derdale, FL, present an appealing package of economic value and cultural perks — one that’s made a long-lasting positive impression both on planners and their attendees. “The Visit Lauderdale team hosted a ‘Summer Splash Des- tination,’ which is a two-and-a-half-day event that allowed multiple event planners (planning meetings of all sizes), to visit Fort Lauderdale well ahead of the events we were plan- ning,” said Deb Densel, corporate operations manager for DOXA Insurance in Fort Wayne, IN. “During the event, we got to experience many things Fort Lauderdale has to offer, including in-person visits to the Convention Center, which was under construction at the time, plus 11 hotels in two days. I n today’s meeting and events landscape, the cost of renting venues is at an all- time premium. It’s reason enough to send meeting and event planners into deep conversation … about how to economically accommodate their large events. Why Planners Are Considering Second-, Third-tier Destinations for Their Next Event Hidden Gems BY ALANA CASTILLAS With rising costs across the board (and across the globe), professional planners are seriously considering stepping out of their first-tier city comfort zone and exploring the vast potential of second- and third-tier destinations. Cities such as Fort Lauderdale, Florida; Ketchikan, Alaska; Cheyenne, Wyoming and Pray, Montana (which is 35 miles north of Yel- lowstone National Park), as well as other cities like them, are charming their way into planner’s agendas. Now, to clarify the tiers that destination cities fall into — First, Second, and Third tiers are not to be confused with first, second and third place. This isn’t good, better, best. 38 December 2023 | Corporate & Incentive Travel | TheMeetingMagazines.com SITE SELECTIONGifts unique to their city were given to each attendee as well.” According to Densel, Visit Lauderdale took care of every detail from ground travel to meals, to sightseeing and unique experiences like the Water Taxi Tour, which concluded with a private, interactive dinner at TRP Taste. This event also provided an opportunity for in-person meetings with the hotel and restaurant staff they visited. “The most unique event specific to Fort Lauderdale was the intercoastal Water Taxi tour, which was our group’s team-build- ing event,” said Densel. “We had a boat captain and first mate who made our scavenger hunt competitive, interesting and fun! ” Greater Fort Lauderdale is solidifying its status as a world- class meeting destination through strategic investments, like the $1.3 billion Broward County Convention Center expan- sion, ensuring enhanced capacity for events of all sizes. “Our destination boasts exceptional accessibility with 20-minute proximity to most venues from the airport, diverse hotel offerings and scenic waterfront venues,” said Stacy Rit- ter, president and CEO of Visit Fort Lauderdale. “Not only do we offer meeting spaces but also, compelling reasons to extend an event stay post-meeting, with consistently warm weather, water activities and culinary excellence. These fac- tors collectively elevate Greater Fort Lauderdale’s status in the meetings industry as a top-tier choice.” Meeting planners can create a memorable experience for attendees by booking tours or private events at a variety of historical landmarks, which adds a charming and distinctive tropical touch to meetings. One of the most iconic landmarks is Las Olas Boulevard. It’s lined with stores and restaurants of all kinds, serving all tastes on the famous “wave wall” of Fort Lauderdale Beach. Attendees can even take a tour of Fort Lauderdale’s old- est and most historically significant surviving structure, the Historic Stranahan House Museum or walk in the magical estate, the Bonnet House Museum and Gardens. Greater Fort Lauderdale also has an eclectic food scene, acclaimed restaurants dotting restaurant row on Las Olas Boulevard include YOLO (because “you only live once”), Louie Bossi’s and Lobster Bar Sea Grille. Lively lounges and cafés with sidewalk seating provide the perfect places for people-watching and colorful nightlife. Courtesy of Visit Lauderdale Courtesy of Visit Lauderdale (Left) Fort Lauderdale’s broad appeal is highlighted from pristine beaches to cultural events, offering unique experiences. (Below) The Broward County Convention Center, underwent a $1.3 billion expansion, ensuring enhanced capacity for events of all sizes. We had a boat captain and first mate who made our scavenger hunt competitive, interesting and fun! DEB DENSEL Corporate Operations Manager, DOXA Insurance Not only do we offer meeting spaces but also, compelling reasons to extend an event stay post-meeting. STACY RITTER President and CEO, Visit Lauderdale TheMeetingMagazines.com | Corporate & Incentive Travel | December 2023 39Next >