< Previousplanners, from targeted attendance-building programs including video assets, customized websites and social media strategies to CSR suggestions and ways to make our destination an integral part of any event.” It’s not all about the big cities. One result of changes brought on by the pandemic is more attention paid to what second- and third-tier cities have to offer. Durham, NC is one of those cities, and it, too, sees a lot of positives in 2024. “This is shaping up to be a promising year for Discover Durham, says Neil Curiel, director of sales at Discover Durham. “Like everywhere else in the world, the pandemic halted tourism here in a way we’ve never seen, shifting the market and forcing us to reexamine our strategy for sell- ing Durham as a destination. Now that we’re on the other side of recovery, we’re focusing on gaining momentum. Many people in the industry were disappointed to see that business travel did not bounce back instantly. Instead, we’ve looked for new opportunities in a business market that looks different than it did before. For instance, we’re seeing strong demand for a return to in-person meetings over the next few years as companies aim to maintain in- person connections in a hybrid environment.” Echoing many others, Curiel says booking windows are shorter but he’s seeing some changes. “For a while, people were apprehensive about long-term planning given the disruption caused by COVID, but we’re starting to see an increase in demand for this year.” Although the city isn’t quite back to 2019 levels, Curiel sees many reasons for optimism. “With hybrid work being integrated into the new norm and costs still limiting many travelers, we’re not surprised to see that we’re not quite there yet, but we’re at a healthy point in our growth and recovery. Where there are still shortcomings in occupancy, we’re actually seeing a return of RevPAR and overall stabili- zation of the entire market.” One focus of Discover Durham today is to connect plan- ners in meaningful ways to the things that make Durham uniquely Durham. After all, a city doesn’t have to be top tier to have assets that make meetings memorable. “We want to connect planners with true, authentic Durham experiences for their events. Whether it’s meet- ing Wool E. Bull, the mascot for the Durham Bulls baseball team, or networking with furry friends at the Duke Lemur Center, we work with planners to layer Durham’s charisma and unique culture into their events.” Durham has small-town, southern charm with all of the thrill of the big city. Even surrounded by other cities within the Triangle metro region, Durham stands out. “It also offers an array of unique meeting spaces among walkable districts and quaint neighborhoods that provide far more than large conference room can,” says Curiel. Best of all, perhaps, Curiel wants planners to know this: “Your meetings are VIP events when you’re in Durham.” Across the nation, optimism and opportunities abound for 2024 and beyond, and you can leverage that wherever you decide to meet. C&IT Photo by Creation StudiosCourtesy of Discover Durham (Left) Things are looking up in Memphis, TN. Their Renasant Convention Center just underwent a $200M modernization. (Right) Discover Durham works to help planners include unique experiences that embrace the small town charm of Durham, NC, while enjoying world class amenities. 20 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.com The Expansion Debuts in May DISCOVER IT ALL AT VISITMILWAUKEE.ORG/MEET The moment we’ve been building to is here. The newly expanded Baird Center is opening its doors in May to double the convention center space, totaling more than 1.3 million square feet. That’s more staff, more amenities, greater accessibility, unmatched functionality and signature style waiting for you in downtown Milwaukee. Host your event in the Midwest’s newest—and most flexible—convention center.The Expansion Debuts in May DISCOVER IT ALL AT VISITMILWAUKEE.ORG/MEET The moment we’ve been building to is here. The newly expanded Baird Center is opening its doors in May to double the convention center space, totaling more than 1.3 million square feet. That’s more staff, more amenities, greater accessibility, unmatched functionality and signature style waiting for you in downtown Milwaukee. Host your event in the Midwest’s newest—and most flexible—convention center.Few resorts can match the grandeur of Colorado’s Cloud Camp, one of Broadmoor resort’s wilderness outposts. Set high above the main resort on a peak where clouds are often below instead of above, Cloud Camp definitely falls into that inspirational bucket. That’s where Innovative Business Solutions, a technology services distributor, set its executive planning summit last October. “Our Brands were founded in and are based in Castle Rock, Colorado, so hosting team events in Colorado makes sense from a location and budgetary perspective,” says Heidi Bartsch, marketing and events manager for Bomb- track. “The scenery from Cloud Camp is breathtaking and inspiring. It’s an intimate setting in which to bring our executive team together, getting away from all distractions to focus on goalsetting to further our business and build a stronger team.” Cloud Camp is easily reachable from Denver and Colo- rado Springs. Bartsch says good air transport made the meeting easily accessible even for those who had to fly in from out of state. The group chose the resort in part because a member of the team had previously been there. “Our managing partner had visited Cloud Camp and had such a great experience; it continued to stand out as a desti- nation he wanted to share with the executive team. The full experience, from the gourmet food to the program of avail- able activities, is topnotch.” Although it has the word “camp” in its name and it is somewhat remote and rustic, Bartsch says Cloud Camp sur- passed expectations. “The lodging felt luxurious — the beds were comfortable and the bathrooms nice — and it didn’t feel as ‘cabin-y’ as I expected.” Mountain Magic BY CHRISTINE LOOMIS Harnessing Nature’s Power & Beauty to Inspire Attendees Courtesy of Linda Bennett G rand landscapes inspire a love of nature, but they can also do much more. A meeting in a place that inspires and stirs the soul sets the stage for attendees and organizers alike to achieve even the most ambitious goals, build strong relationships and get the return on investment everyone wants. America’s soaring mountain ranges are exactly the setting to foster that kind of success. VENUE SELECTION Ascend Performance Materials holds its APEX Annual Offsite event each year at Adventures on the Gorge in West Virginia. 22 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comBartsch says the location absolutely played a factor in the decision of where to meet. They wanted the mountain but didn’t want to have to travel to Colorado’s more distant mountain towns. Cloud Camp provided a best- of-both-worlds scenario. “The serenity of the mountains has proven to be a good atmosphere for the goal of this specific meeting,” she says, “but we wanted to be close to the city as well.” A variety of activities are offered at Cloud Camp. While her team had different tastes in events, the most sought-after activities were yoga, hiking, the cocktails and cooking club, the bonfire, hot tub and enjoying a cocktail by the fire before dinner. The group used the Overlook con- ference room. “The room was comfortable and had all the necessary amenities for our meetings; however, what stood out the most were the views. While the con- tent of the meetings could at times lead to some stress, there was a serenity that took precedence and allowed the team to tackle the curriculum with greater ease than would be the case in a stuffy boardroom.” As for staff, Bartsch says, “Ashleigh O’Grady was, and continues to be, an absolute asset. She’s professional and informative and worked to build a program to fit our needs and goals. Also, the manager of Cloud Camp helped the team get acclimated upon arrival.” The one piece of advice Bartsch has for planners consid- ering Cloud Camp is to remember that it’s a high-altitude setting. The altitude was challenging for the out-of-town attendees who were not used to it, she says. With over a century of award-winning hospitality, The Broadmoor in Colorado Springs is incomparable in every way. Nestled on the southern edge of the Rocky Courtesy of Visit Colorado Springs Garden of the Gods in Colorado Springs Dollywood Where Smoky Mountain Beauty Meets Refined Hospitality If you are planning an event on the Smoky Moun- tains this year, you won’t want to miss all the exciting updates and new things to do at Dollywood’s Heart- Song Lodge & Resort. The resort invites you into the stunning 4,000 sf. four-story atrium lobby where a warm stone fireplace and lantern-inspired windows create an inviting atmo- sphere to spend time together. Add to that the 302 spa- cious rooms and suites, many with balconies, featuring lovely touches that are inspired by the beauty of the Smokies, inviting attendees to gather for meaningful connections and escape everyday stresses. Dollywood’s HeartSong Lodge & Resort offers 26,000 sf of meeting space and new delicious dining options, created by resort chefs, in the full-service restaurant, lounge, private dining room, and Songbird Market Grab & Go eatery. In addition, Honeysuckle & Pine Storied Goods Mercantile is a shopping outpost for unique gifts and treasured keepsakes. After a day’s work, The Smokies are a spectacular place to take a walk on the wild side! Hundreds of hiking trails serve up adventurous experiences full of special sights your attendees won’t want to miss. If your plan is to go off-road on the wild side of the Smokies, a new attraction coming to Pigeon Forge offers guests the opportunity to bike or ride all-terrain vehicles through the great outdoors. WildSide, a Pigeon Forge adventure park expected to open this summer, will feature both mountain biking trails and utility task vehicle (UTV) trails. For a bit of entertainment, planners can also add the Pirates Voyage Dinner & Show and Dolly Parton’s Stampede Dinner Attrac- tion, “The Most Fun Place to Eat” in the Smoky Mountains, to any resort reservation. Or enjoy the entertainment at the Hatfield & McCoy Dinner Feud or The Comedy Barn Theater. Dollywood TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 23Mountains, with 5,000 lush acres to explore and over 315,000 sf of meet- ing spaces of all sizes, The Broad- moor is the world’s longest-running conservative Forbes Five-Star and AAA Five-Diamond resort. Here, attendees can meet their spirit of adventure and experience the unique beauty of the American West. Omni Interlocken in Broomfield, Colorado, is another relaxing retreat with the snow-capped Rocky Mountains as your backdrop. Near Denver and Boulder, with proxim- ity to Denver International Airport, the hotel offers access to a plethora of adventure — from skiing to golf to complete relaxation. Omni Interlocken Hotel also provides 15 reimagined meeting rooms, which include three ballrooms for larger or multi-day events. The outside pool decks, terraces and pavilions are designed to enhance productivity and idea sharing with stunning views. Each space is con- figured for a group’s requirements and equipped with state-of-the- art AV equipment. Stowe, Vermont, lies between Mount Mansfield and other peaks of the Green Mountains to the west, and the Worcester Range to the east. That’s where Vermont- based Turtle Fur, maker of cozy hats and other outdoor accessories, set its all-staff and sales meetings with 40 to 50 in attendance. “The feel of the resort is very much the feel of our brand,” says Dan Miller, VP of sales. “We were at home.” Miller calls Topnotch a “unique” fit for this group for several reasons, including proximity to the company’s headquarters, the amazing destination that Vermont in autumn is, and the fact that it’s a mile from Turtle Fur’s founding location. And although lack of proximity to a close airport is a fac- tor, he says everything else supersedes the transportation challenges. “We are a brand born and thriving in the mountains. The fact that we could view Mt. Stanfield from our meeting places was incredible and inspiring.” Miller says Topnotch delivered above and beyond in multi- ple ways. “Access was great for loading in business col- lateral. Meals were excel- lent as well as scenic and memorable. I would also say the staff was very gen- erous and helpful — allow- ing access a full day prior was incredibly helpful.” The group didn’t include many of the resort’s activi- ties but did utilize the yoga studio one morning for a workout session. Miller says they hope to include some activities next year, “specifically a service project to the community.” Courtesy of the Omni Homestead Resort Omni Homestead in Hot Springs, VA offers elegance, tradition and plenty of meeting space. It’s an intimate setting in which to bring our executive team together, getting away from all distractions to focus on goal setting to further our business and build a stronger team. HEIDI BARTSCH Marketing and Events Manager, Bombtrack 24 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comThe resort’s meeting space worked well. “It’s great space,” Miller says, “and ideal for hosting two meetings as we had our all-staff meeting first, then the sales meeting over the fol- lowing two days. It was very seamless from our side and all tech worked well for our purpose.” The food and ambience were definitely a positive. Miller says they hosted one meal and a tour of the company’s main office in Morris- ville but had the remaining meals at Topnotch. “From my experience, the meals have a huge impact on the feel of the meeting. The menu satisfied several dietary needs, but the Vermont feel, and the quality were among the best I’ve experienced in a sales-meet- ing environment. It was memorable.” Travel logistics proved to be the biggest challenge. “Minimal flight options made moving our team dif- ficult.” However, Miller notes, that’s entirely separate from the resort. Down in West Virginia, meeting- goers find two distinctly different, but equally inspiring, settings for corporate gatherings. One of the nation’s grand dames of resorts, The Greenbrier, set in West Virginia’s Allegheny Moun- tains, has been inspiring visitors for more than two centuries. In November, it was the setting for Roanoke-based Grand Home Furnishings’ sales awards and celebration with 37 attending. GiGi Hall, senior vice president and HRO, says The Greenbrier provides the perfect reward for the company’s top performers by combining relax- ation, recreation and recognition all in one location. “We love to take them to America’s Resort in the mountains of West Virginia for a luxurious retreat.” The retreat includes two nights at The Greenbrier for the company’s top sales associates and one guest of their choice. They can also participate in one activity of their choice. “The Greenbrier has adventurous mountain activities such as off-road driving, horseback riding, fly-fishing, falconry demonstrations and shooting at the Gun Club. There’s also a legendary mineral spa, world-class golf and a Cold War-era fallout shelter hidden in the mountains, created to house Congress in the event of an enemy attack.” Evening events are built around dinner. “On the first night, attendees get to enjoy a dinner experience of their choosing at one of the resort’s six restaurants. The second night is our proprietors’ dinner, a wonderful celebration event in the private dining room of Prime 44 West, the resort’s upscale steakhouse.” Hall says The Greenbrier events team sets up all of the activities for participants. They also provide them with a personalized welcome letter upon arrival. “Since all of the activi- ties and amenities are located on the resort’s 11,000 acres, the Greenbrier TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 25 Book Your Next Meeting or Event at Dollywood’s HeartSong Lodge & Resort. Contact Our Sales Team Today! (865) 428-9675 ResortGroupSales@Dollywood.com Discover Where Smoky Mountain Beauty Meets Refined Hospitality. Submit Your Request Miles Away from Ordinary. Minutes Away from Excitement. Book Your Next Meeting or Event at Dollywood’s DreamMore Resort and Spa. Contact Our Sales Team Today! (865) 428-9675 ResortGroupSales@Dollywood.com Submit Your Requestteam makes it easy for us to plan the entire event with one person without the hassle or expense of coordinating with an offsite DMC.” To groups thinking of meeting at The Greenbrier, Hall suggests leaving time in the schedule to experience the resort. “There are so many activities and places to eat, and so much history to explore. Make time to experience as much of it as possible.” It’s not necessary to set your meet- ing at an upscale resort to benefit from the awe-inspiring beauty of America’s mountain landscapes. New River Gorge in West Virginia’s Allegh- eny Mountains is all about nature. Adventures on the Gorge (AOTG), a cabin and camping resort perched at the edge of the gorge and just outside New River Gorge National Park & Preserve, is just the place to let nature do its inspiring thing. That’s where Ascend Performance Materials has based its APEX Annual Offsite for 35 to 40 attendees each Sep- tember since 2011. Linda Bennett, events coordinator and senior executive assistant to the president and CEO, says that while the resort is a little over an hour from West Virginia Yeager International Airport in Charleston, the distance is not a problem. “With our groups coming in from Texas, Florida and Alabama, a manageable distance and drive from Charles- ton’s Yeager airport is critical. We coordinate flight arrivals and depar- tures and charter a large 55-pas- senger coach from Bluegrass Tours. They’re amazing.” About AOTG, Bennet says, “Even though it’s easy to get there from the airport, the resort feels away from it all. The fresh mountain air and scenery is welcoming and simply breathtaking. It helps to refresh the mind and relax the soul. Our attendees are empowered and energized from the moment they arrive. Additionally, the lodging is perfect for our group of 40. Attendees are housed in well-appointed and beautiful cabins that allow them to have time with oth- ers within the company to network, share ideas and build camaraderie.” The cabins are tucked into the forest around the resort yet close to everything. Giri Lakshmi, operations excellence leader with the company, says the resort fills multiple needs. “With its natural backdrop, it’s an excellent location for combining for- mal learning and meetings with infor- mal get-togethers. The lodging and rustic environment facilitate cohesive- ness, effective connectivity and foster relationships. The setting,” Lakshmi adds, “brings a breath of fresh air not only to the body but also to the brain.” With teambuilding integral to the meeting, Bennett says AOTG’s activi- ties are front and center. “Being in the mountains of West Virginia and having access to exciting white-water rafting was key for our choice since teambuilding is a big part of our pro- gram. Our group participates in white- water rafting, TreeTops Ziplining and the New River Gorge Bridge Walk, as well as newly added shooting clays arranged for an offsite.” Courtesy of the BroadmoorCourtesy of Heidi Bartsch Bombtrack held their executive planning summit at Cloud Camp, one of The Broadmoor’s wilderness outposts. The space offers rustic charm and luxurious lodging with spectacular top-of-the-world views. The fresh mountain air and scenery is welcoming and simply breathtaking. It helps to refresh the mind and relax the soul. LINDA BENNETT Events Coordinator and Senior Executive Assistant to the President and CEO, Ascend Performance Materials 26 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comThe group takes full advantage of the resort’s spaces and amenities. “We utilize the Lookout Post for our team meetings, which has a nice breakout space as well. We always have a seam- less connection with our use of AV and WiFi, and our meeting snacks, bever- ages and catering are always fresh, on time and plentiful.” The group meets at Smokey’s, the resort’s restaurant, for breakfast each morning. “That helps get everyone fueled for the day, especially with a belly full of Smokey’s bacon!” Ben- nett says. Smokey’s also prepares box lunches for attendees to grab-and-go prior to afternoon teambuilding activi- ties, whether that’s ziplining, river rafting or walking over the spectacular New River Gorge Bridge nearly 900 feet above the river. “We also utilize Smokey’s event deck with its amazing sunset views for our welcome reception and delegates’ winning project presentations. The staff provides cocktails and passed appetizers along with an incred- ible charcuterie board. For our team stretching and clear-the-mind group exercises, which are planned and lead by AOTG staff, we head to the pool- side deck with its perfect view of the New River Gorge Bridge.” Like at any great resort, staff makes all the difference. “From the very beginning, Jessica Campbell clearly understood the needs for our meet- ing and partnered with us to create the perfect agenda for the three-and- a-half-day-day program. She man- aged her team from start to finish to execute a truly memorable event. The chef created amazing menus, which were carefully and uniquely prepared, and the food and beverage team ensured that every meal was provided with outstanding service. All activity guides, from the ziplining team to the rafting guides, were attentive, careful and responsible, and hugely entertain- ing, providing experiences for our attendees that exceeded all expecta- tions. As an added special touch to our event, Jessica introduced us to the Long Point String Band, who we now hire each year as entertainment. They bring a unique blend of authenticity of mountain old-time music with a flair of bluegrass and are always a huge hit. We consider the staff at AOTG to be family. Many have been at the prop- erty for years and they always wel- come us with smiles and excitement.” If there’s one caveat in terms of planning, Lakshmi advises starting well in advance. “There are some limitations to the number of attendees with respect to conference space and seating.” Renewal of body and mind can help facilitate attendee connections, cohesion and productivity, and there’s no better setting for that than Amer- ica’s inspiring mountains. North to south, east to west, there’s a mountain that will inspire your group, too. C&IT TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 27 Colorado Spngs Meet in the middle. Halfway to just about anywhere and tucked into the heart of the Rocky Mountains, Colorado Springs is the backdrop to thousands of meetings and events each year. You handle the agenda and we’ll take care of after-hours “breakout sessions’ at local breweries and rooftop patios. You’ll never compromise when you meet in the middle. VisitCOS.com/meetMichael Blanchard Photography Finding the right balance to attract attendees, keep them engaged and bring them back for more is not always easy. When WinnCompanies celebrated their 50th Anniversary, they measured ROI by a high RSVP rate and attendance, as well as positive responses before, during and after the event. 28 May 2024 | Corporate & Incentive Travel | TheMeetingMagazines.comI n today’s economic climate, planning and evaluating meetings and events for bottom line value is more impor- tant than ever. Given the economy, price certainly is a critical deciding factor for planners, but other meaning- ful outcomes include event satisfaction rates, attendance rates and metrics related to the net revenue. In today’s corporate businesses, all capital expenditures must be connected to some kind of target ROI. Additionally, when service providers, such as meeting planners prioritize ROI, they’re able to focus on ideas that both deliver on those targets and maximize the client’s budget accordingly. “Ultimately, our goal is to generate a positive business impact for them through our experiences, whether that trans- lates to deal flow, talent retention, recruiting, etc.,” says PJ Loughran, CEO and founder of EMÁJYN, an executive expe- rience agency reimagining corporate and business retreats, events and experiences. The biggest measures of ROI really depends on the event. For corporate retreats, ROI is typically talent retention and positive sentiment or experience reviews. “For referral or client trips, deal flow multiples against the cost of the experience. For executive retreats, typically the CEO’s positive reviews and hopefully repeat business the next year,” Loughran says. AJ Williams, founder and executive producer of AJ Events, says focusing on ROI is important because it iden- tifies the event’s strength and weaknesses, plus the plan- ner’s performance, as well as the performance of vendors. It determines what you can build on and modify. ROI also allows planners to communicate the impact and the event’s value. With this, planners can justify event components implemented, and the meeting and event planning budget now and in the future. One of the biggest measures of event ROI is increase in registrations, tickets sales and attendance. “This means that your marketing reach has grown and what you are promoting has value,” says Williams. “If sponsor- ships and partnerships have increased, that means you are not only offsetting your expenses but allowing for more acti- vations and experiences for your attendees while increasing or showing your value.” Another important measure of ROI is press coverage and social media impressions and engagement. If attendees are creating exposure by posting and sharing stories, this further drives exposure for the event, cause or company brand. Williams recommends planners look for what attend- ees are saying on social so planners can track engagement and what works. Learn how they heard of the event, make changes if need be, and use any and all information planners can gather by listening online. “I suggest using influencers to track engagement and reach. In regard to revenue tracking, use gross revenue ver- sus net based on your goals,” Williams recommends plan- ners. “Determine your objectives and align them with your event marketing and budget goals. Then use an event spe- cific ROI formula.” AJ Events uses eventcreate.com as a platform to deter- mine ROI. This tool has helped Williams and his team increase ROI for registration, ticketing, donations, sponsor- ships, marketing and reporting. There are apps that can also help with gamification, polling, networking, surveys and more. All of these can help measure ROI. AJ Events recently worked with WinnCompanies, which was celebrating their 50th anniversary and the primary goal was to nurture the employee relationships with leadership. “The key indicator for ROI was a high RSVP rate, atten- dance and high positive responses from the employees dur- ing and after the event,” Williams says. To measure the ROI of a corporate event, Loughran gen- erally recommends surveys, recap meetings or in-person catch ups, depending on the company. He says utilizing sur- veys allows for quantitative feedback on attendee satisfaction and experience, whereas recap meetings or in-person catch- ups provide more in-depth, qualitative insights that surveys cannot capture. EMÁJYN recently created an experience in Nashville for a client looking to share his passion for music with his most valued referral relationships. It was designed to break up the monotony of the traditional annual golf trips previously held with an experience designed to leave a truly lasting impres- sion on attendees. Guests had the opportunity to write and record original songs with some of the music industry’s most renowned writers and producers in arguably the best and most famous studio in the city. “The experience included some of the best dining Nash- ville has to offer, a private cognac tasting with Louis VIII and Target ROI BY MAURA KELLER Getting the Most Return Out of Today’s Events INDUSTRY INSIGHT TheMeetingMagazines.com | Corporate & Incentive Travel | May 2024 29Next >