< Previousto receive 15-20% attrition and now it’s become a hard nego- tiation point.” Additionally, cancellation policies and deposit schedules are a lot tighter. In the past, groups only paid for room rev- enue if they canceled before 30 days out and a portion of F&B revenue if they canceled less than 30 days out. Now hotels are requesting they pay a portion of F&B revenue more than six months before the meeting. “For deposits, we were able to make smaller payments throughout the year and the final payment 30 days post-event. Hotels are now requesting larger deposits at contract signing and payment in full before the event,” she adds. ATTENDEES & EXPECTATIONS Luketic sees additional scrutiny from leadership, but not necessarily the C-suite, regarding those who can attend meetings. “We used to bring more sales reps to our events, but this year, we’ve reduced our numbers significantly. Also, I’ve been asked to bring less onsite help and lean on the local DMC more to handle event logistics that would normally be man- aged by one of my staff at the event.” Most industry trends and changes are general to events and not specific to insurance or financial groups but there is one thing Luketic has noticed that is specific to those groups. “With the recent market conditions, I’m hearing that a lot more insurance companies, especially property and casualty, are cutting back on events and event budgets,” she says. In terms of how trends and changes affect her meetings, she says there are a number of factors that have impacted her planning. One of them is how personalization has become a strong focus for her events. For that reason, she asks her attendees to share more, which helps her find new ways to increase attendee engagement. Reportedly, attendees no longer want to attend a big, infor- mal event where they are continually talked at from stage. They want inclusive events, including inclusive menus and general accessibility to standard operating procedures. They want more face-to-face time with speakers and other attend- ees. They desire other ways to engage with them rather than the typical social functions and main-stage presentations. Attendees want to connect with and experience the com- munity surrounding their event. This has shifted the perspec- tive in the way hotels view meetings and event offerings, pro- viding unique spaces that translate to memorable experiences. In terms of technology, attendees want more informa- tion, and they want it now! They no longer make decisions to attend an event until they have all the fine details. On the other hand, some trends, however widespread, don’t affect every organization. NEWS, NETWORKING & DESTINATIONS “I see a lot of articles and webinars on CSR and sustainable events, however, I’m not required to incorporate these into our events,” Luketic says. Her first suggestion to planners in terms of keeping up with industry trends and making sense of them relative to their particular company and groups is to read everything they can daily. “Take time each morning to review industry publications, listen to podcasts or webinars,” she says. “Follow indus- try leaders and influencers on multiple channels including social pages, webinars/podcasts and newsletters. There is so much that can influence your meetings and your attendees. Make sure you subscribe to newsletters or alerts from many sources like Flightaware. Stay ahead of current events that can affect attendance such as weather, political issues, the economy and so on.” More than ever, planners are looking for ways to connect attendees without compromising personal data or hav- ing the host company be the conduit. Attendees are also getting younger and they want to attend more intimate events, where they can network, share knowledge and success. With that in mind, plan- ners must create event designs that cater to Gen Zers by shortening event sessions and adding more key networking opportunities. “I feel there will be more emphasis on finding better ways to create and maintain a community networking platform to facilitate meaningful connec- tions between attendees based on their interests, indus- tries or goals,” Luketic says. There’s no question that it has become increasingly hard for attendees to get their preferred destination or hotel on their preferred dates. Experts have offered many reasons for it, including the fact that this issue became apparent when all of the canceled meetings were being re-booked at the same time planners were also trying to book their new meetings. Luketic also sees groups fighting, especially for domestic space. “More companies are moving their events back to domes- tic locations only, creating far less availability in many tier-one locations,” she says. “We are being forced to use our second or third-tier choices for locations. So, that is a trend that will continue into the foreseeable future.” Nancy Nachman, CMP, CMM, founder and chief con- necting officer of Scottsdale-based The Meeting Concierge, works frequently with insurance and financial groups want- ing to meet in Arizona. Most of the impactful trends these days are not specific to insurance and financial companies but these groups do have some ongoing trends that have remained in place. “Typical contracting clauses we request are ‘no competi- tors,’ and they are listed by name of organizations so that my client’s direct competitors are not meeting in the same hotel over the same dates,” Nachman explans. “Additionally, some- times these industry customers require meeting spaces that are separate or away from other meeting rooms, and/or they request that their company name is not listed on a reader themeetingmagazines.com 20 FEBRUARY 2024 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT Nancy Nachman, CMP, CMM, Founder and Chief Connecting Officer, The Meeting Concierge If organizations would consider second- and third-tier cities, they would find pricing to be more in line with what they expect.board in hotels.” Like others, she’s seeing the rising costs of holding a meeting as a major trend, one that should push orga- nizations to consider different destinations. “We see higher prices on everything from hotel rooms to food and beverage and AV,” she says. “When planners can only meet in specific major cities, prices are just going to be higher. If organizations would consider second- and third- tier cities, they would find pricing to be more in line with what they expect.” Nachman just had a client sign a contract for a one-day meeting in Manhattan at a five-star hotel and the meeting room rental was $20,000. “Hotels do not have to negotiate much because, fortu- nately, and I do say ‘fortunately,’ demand is still very strong. Rising costs are not just in high-priced destinations such as Manhattan and it’s not just current meetings. With demand begin as strong as it is, it drives up pricing even more. No mat- ter if the meeting is taking place in two months or two years, we’re finding pricing to be higher and not coming down. On the other hand, wouldn’t we rather be busy than what we all experienced a few years ago?” F&B TRENDS Regarding F&B, it’s simply a fact that organizations have to feed their attendees. Therefore, food and beverage happen to be the number one thing people at meetings talk about, or complain about the most. A $100 per person lunch is not unusual; sometimes it’s a bit less in certain cities and often more in cities with greater demand. Attendance at meetings is very good from the C-Suite on down,” says Nachman. “Thankfully, people still enjoy and want to gather, and I am so grateful and thankful for this.” Being well-informed is key. One way to deal with higher prices and less availability is to keep leadership well-informed and encourage them to act more quickly. “Planners always have to keep their C-Suite executives informed about trends on pricing, as well as high-demand and low availability and why hotels cannot hold space until a decision is made. Because demand is currently so high, by the time an organization is ready to contract, often that hotel is no longer available,” says Nachman, who also encourages planners to be flexible in this climate. “I know this is very challenging, especially when it comes to dates,” she says. “However, planners can do their best to encourage their executives to come up with a list of ‘other’ potential destinations if saving money is important. A client just contracted a hotel in St. Louis that upgraded all rooms to suites and the group rate was so low. The client was so happy. If, however, an organization must meet in a particular city at a particular time, options will be fewer and costlier.” Clearly, hotels see many of the same trends that planners do, though their perspective is different. Reina Herschdor- fer, director of marketing, national meetings & events, with Caesars Entertainment, also sees high demand for larger and well-attended meetings. “Planners are booking further out as demand is high. In order to reserve preferred dates, it’s best to book early. Attendance,” she notes, “is back up to normal levels.” According to Herschdorfer, the incorporation of wellness and CSR activities into meetings is becoming more of a stan- dard and expected by attendees. “We have an upcoming con- ference that will be building food kits for 50,000,” she says. While that level of interest in CSR may not be applicable to every meeting, Caesars is seeing it as a solid trend. Caesars Entertainment hotels also recognize the demand for special meals and dietary requirements are growing. “There are so many amazing options available now from qui- noa, which is gluten free, to cauliflower tortillas, oat and nut milks etc.,” says Herschdorfer. PLANNER’S EVOLUTION While it’s true that not every trend affects every meeting or group, there is a growing consensus that the role of the pro- fessional meeting or event planner has shifted. The biggest impacts to the job description are the need for planners to understand and use continually evolving technology to pro- vide data and analysis — now a core requirement of the job. There’s also increased need for planners to keep leader- ship more clearly informed about trends in the industry such as pricing, and the need for both flexibility and faster deci- sions in this time of extremely high demand. These days, only those who act fast are likely to book the destinations, hotels and dates they want. Yet tomorrow may change the industry landscape entirely. As Greek philosopher Heraclitus said centuries ago, “Change is the only constant in life.” I & FMM INSURANCE & FINANCIAL MEETINGS MANAGEMENT | FEBRUARY 2024themeetingmagazines.com 21 Planners are seeing higher prices at everything from hotel rooms, to F&B and AV due to high demand. Opting for a second or third tier destination may save costs. PHOTO COURTESY OF NEW YORK MARRIOTT MARQUISE vent technology has become the backbone of modern-day events. It has revolutionized how we plan, organize and execute meetings and events. Open any meeting industry publica- tion, company newsletter, blog, podcast, webi- nar or social media post, and you will find a trail of information about how meeting plan- ners should trust artificial intelligence [AI]. Each story aims to understand and explore AI and machine learning [ML], however intricate. After all, we’re in the era of data-driven decision making, and the world of data visualization is undergoing a revolutionary transfor- mation. The meeting industry at large has been told this is a technology that works, fueling the ongoing AI frenzy. But, as excitement about AI reaches new heights, it also raises an important question: What exactly is AI, and now is it transforming how planners work and attendees expe- rience events? “Artificial intelligence or AI is a branch of computer sci- ence that aims to create systems capable of performing tasks that typically require human intelligence,” says Angel Vos- sough, co-founder & CEO, BetterAI, an AI company focusing on search and recommendation based in Incline Village, NV. “These tasks include learning, reasoning, problem-solving and making decisions. AI systems can learn from the data provided and perform tasks by processing large amounts of information quickly and accurately.” Imagine you’re planning an event for your friends and fam- ily. You know their favorite foods, music, drink and activities, so you plan accordingly. That’s essentially what AI can do for larger-scale meetings and event planning. While a common misconception is that AI is solely about machine learning, this is just one aspect of a much broader field. AI encompasses many technologies requiring specialized hardware and software designed to develop and train machine learning models. “This distinction is crucial for understanding AI’s full scope and potential,” explains Ross Borden, CEO of Mata- dor Network, the largest independent online travel pub- lisher, which launched the free AI travel assistant Guide- Geek last year. “The recent surge in the popularity of generative AI marks a significant milestone in the field. This branch of AI spans various applications, including creating text, images, voices and videos. These examples represent just a glimpse into the vast potential of AI, demonstrating how it can be harnessed for innovative and creative purposes,” says Borden. themeetingmagazines.com 22 FEBRUARY 2024 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT How AI is Revolutionizing the Meetings and Events Landscape BY ALANA CASTILLAS | EVENT TRENDS | WORLD OF DATAThis expansion of AI capabilities showcases its versatil- ity and highlights the evolving nature of technology, contin- uously opening new frontiers for exploration and applica- tion. According to Borden, we are currently at the beginning stages of understanding and utilizing this groundbreaking technology, with its full range of applications still unfold- ing. This era marks the start of a journey where the use cases for generative AI continually evolve, paving the way for innovations that were once considered the realm of science fiction. Everyone knows AI and ML have tremendous power and potential opportunities for the industry. And while there is a unanimous consensus, today’s influx of information and the escalating complexity of data demand requires cutting-edge tools to keep pace. But at what cost? Most event companies, high-level decision makers and professional event planners have resisted these emerging tech- nologies, saying that AI, while offering productivity boosts and the potential for personalized experiences, also raises ethical concerns. Namely, it has the potential to displace their jobs. And perhaps they’re not wrong. However, at the 2024 PCMA Convening Leaders conven- tion last month, where attendees were challenged to think big- ger, bolder and better, a key takeaway of the opening session was that AI will not take our jobs, but someone who uses AI will. “So, experiment with it now,” urged Mo Gawdat, former chief business officer of GoogleX. Others in the industry have been more open about it and have begun to adapt to and adopt AI’s new capabilities. And yes, companies like Mondee, the booking platform for travel professionals, have already cut 15 jobs from their marketing team, including its chief marketing officer, replacing them with AI and contract workers from India. For those who are jumping in on the bandwagon, how exactly is AI revolutionizing their meetings and events land- scape? The possibilities are expanding rapidly, from event reg- istration and ticketing platforms to event apps, live streaming tools and virtual reality experiences. “For meetings and events, AI allows us to offer precise, hyper-personalized content tailored to each person. It also means that during the planning and design process, we can be more efficient with our time as AI can deliver a better under- standing of our target audience and what they’re likely to want to know about,” says Nick Fagan, creative technologist at The Special Event Company and DRPG Group. “AI can also help us sift through vast data sets effortlessly. While humans might miss trends in large data fields, AI occasionally catches them. Then, humans can step in to ana- lyze relevance and decide how to act on those insights. This synergy between AI and human intelligence makes us more efficient and ensures our approach to events is centered on the audience.” AI TOOLS IN MEETINGS/EVENTS Overall, what most planners are seeing is a fundamental shift toward the adoption of AI in meetings and events, not as a replacement for planners, but as a powerful assistant/com- panion. AI gives them back the time normally spent on tedious, repetitive tasks — from destination, dates and venue research, to content creation for event marketing, and even intelligent event-specific chatbots that can be pre-loaded with human expert knowledge for questions during an event. “For the past year or so, AI has been a buzzword and has been sometimes brushed off as mere hype,” says Junior Collins, global account executive with Conference Direct in Miami, FL. “This is not the case in 2024,” he says. “The special motivation here is speed of thought, execution and human adoption at the speed of the internet.” Collins uses Bing Co-pilot, which has GPT-4 — the latest version of ChatGPT — for event destination research, event dates research, event venue research and content ideas. He also uses DALL-E for image creation to supplement any social media posts needing a visual aid. Both are integrated into the Microsoft Edge browser and are free to use. AI can significantly increase the performance of event planners, who must be well-organized and collect data about DEPOSITPHOTOS.COM INSURANCE & FINANCIAL MEETINGS MANAGEMENT | FEBRUARY 2024themeetingmagazines.com 23attendees. “Intelligent registration systems can segment attendees to tailor activities, while AI-powered chatbots offer instant support, handling FAQs and providing real-time infor- mation,” explains Vossough. “AI recommendation systems in large conferences can be used to recommend relevant sessions, networking opportuni- ties and even personalized content based on individual pref- erences. For example, at VinoVoss, we’re applying similar AI principles to enhance wine discovery to provide personalized wine recommendations based on customers’ taste profiles and preferences to increase customer satisfaction and engage- ment,” she says. AI-powered platforms like Eventbrite Insights or Cvent Attendee Hub can help with various event planners’ needs, such as registration forms to capture demographics, interests and preferences; collect feedback; understand attendee senti- ment and analyze online interactions. These platforms then translate this data into actionable insights, helping planners understand attendee demographics like age, location, job, as well as online session preferences and engagement levels. This can help determine which event types drew the most interaction, what content resonated, etc. With these insights, planners can make data-driven decisions for better event design, from personalized content to opti- mized schedules. “Attendees are the heart of great experiences,” says Fagan. “For professional planners looking to leverage AI tools, under- standing their audience is paramount. It’s always been the secret sauce for top-notch events. Now AI improves commu- nication pre-, during, and post-event, helping us understand and serve our audience better. Armed with this insight, plan- ners can streamline planning, review processes and offer the right experiences to the right people.” Additionally, says Joe Fijol, principal, Ethos Event Collec- tive in Chicago, IL, “The utilization of AI in event planning presents a transformative opportunity. Planners can harness AI to gather and scrutinize data, equipping them with the remarkable ability to identify patterns in real time instantly. This capability is a ‘superpower,’ revolutionizing how plan- ners interpret and respond to evolving event dynamics.” For planners and attendees traveling to various des- tinations, GuideGeek is an AI travel tool that helps find activities on the fly in an area. It can encourage attendees to ask AI spur-of-the-moment questions such as, “What are some attractions in Tucson that are open after 7 p.m.?” or “What are some local craft breweries near the Oregon Con- vention Center?” “Since 75% of business travelers either have used AI to assist with travel or plan to, event attendees are likely to respond positively to the suggestion that they can use an AI tool to get local recommendations,” says Borden. “While organization is certainly key, one advantage of AI is that it can be open-ended, providing opportunities to learn more about your attendees. “Matador Network has created custom versions of Gui- deGeek for DMOs (destination marketing organizations) to engage with travelers specifically interested in their city, state or country. While travelers get information about the location quickly, the DMO also gets information about attendees’ interests and concerns. Event planners that provide a chat-based AI tool for their attendees may glean unexpected insights from conversation trends.” There’s also a range of paths to explore when tackling tasks, like seating layouts, by factoring in elements such as attendee choices, traffic trends and past data, including one that helps with landing pages, personalized emails, session descriptions and speaker bios. Not every solution fits every scenario, says Fagan. “It’s cru- cial to grasp the array of available tools and keep ahead of all the obstacles that come with AI technologies. I reckon it’s not about finding one tool for every job, but a supplier offering a toolkit tailored to diverse needs. Understanding the land- scape and sifting through relevant, accurate info is key. That’s where we step in for our clients, keeping them informed and equipped with all the right tools.” themeetingmagazines.com 24 FEBRUARY 2024 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT COURTESY OF MATADOR NETWORK Attendees can use GuideGeek, an AI travel tool that helps find activities on the fly in an area.FROM SCI-FI TO THE EVENT STAGE At a recent industry conference, the speaker discussed topics such as generative art, AI techniques and the future of immersive events. The highlight was a live visual instal- lation demonstrating how art can be created through sound and movement. This showcase illustrated how dif- ferent visual presentations can be integrated into events — whether as a standalone activation or as a fully immer- sive experience. “AI techniques are pushing the boundaries by creating experiences that were once confined to science fiction,” explains Vossough. “A live visual installation is a prime example of how AI can be used to create art through sound and movement, adding a unique and engaging element to events, offering attendees a blend of creativity and technol- ogy that enhances their experience.” The latest AI gadgets in event production and design, such as AI-powered lighting systems, sound systems and interactive displays, also help attendees explore information, answer questions and even contribute to an event in real time. This can redefine the future of events by creating more engag- ing and personalized experiences. “AI can play a significant role in enhancing the visual ele- ments of meetings and events,” adds Vossough, who says it can also help create realistic and interactive visual presenta- tions to make these events more engaging and informative. “The convergence of AI, VR/AR and holograms can revo- lutionize how companies communicate with stakeholders,” she says. “They can use VR for their training sessions based on individual learning styles, creating a more impactful and engaging training experience,” she continues. “Imagine holo- grams presenting complex financial products with AI-pow- ered data visualization and personalized features. However, ethical considerations remain crucial. Transparency about data usage and responsible development of AI experiences are critical.” The potential applications of AI in event management are truly remarkable, and the meetings industry is just beginning to scratch the surface of what’s possible. “One notable inno- vation is a camera system equipped with advanced AI capa- bilities, strategically placed within various areas of an event,” adds Fijol. “This system doesn’t just count the number of attendees in a given area but delves much deeper. By analyz- ing interactions and behaviors, the AI provides a comprehen- sive view of the event’s dynamics.” For example, it can gauge crowd density and movement, offering crucial insights for crowd management and safety. This is essential not just for comfort but also for emergency response planning. Moreover, the system can analyze real- time sentiment, interpreting facial expressions and body lan- guage to understand attendees’ moods and engagement levels. “This feedback is invaluable for event organizers to under- stand what aspects resonate with the audience.” RETHINKING EVENT STRATEGIES Staffing shortages, planner burnout, deteriorating mental health, lack of work-life balance, training and professional development are some of the challenges facing the meeting industry today. Collins believes AI can help solve some of these basic but fundamental problems. “The most obvious is time spent or not spent,” he says. “We spent too much time on draining tasks because we could not automate them. We don’t spend enough time prioritizing self- care, tending to our customer needs, or focusing on creativ- ity. Now, we can use AI for those tasks that bog us down and spend the time gained more productively.” Fagan agrees, as he has seen the latest AI gadgets in event production and design redefine the future of events. “To a degree, we’ve already seen events change and grow with the use of AI. We’ve started the journey. AI enables content to become more relevant to the individuals, and engagement and retention go through the roof. That makes time spent at events more valuable for everyone as you can get your point across when it matters and to the people it matters to. Your attendees, too, know they’ll get information relevant to them. Undoubtedly, AI will revolutionize events, transforming how we communicate. Yet, the core message remains key among the tools we can use to communicate more effectively. And to me, that’s where we need to employ some human expertise.” As the CEO of an AI company focusing on search and recommendation, Vossough sees endless opportunities for AI to transform event experiences and drive innovation more broadly in the industry. “For example, in addition to directly enhancing consumer experiences, AI can optimize logistics on the backend to reduce waste and energy consumption and minimize carbon footprints, meeting growing demands for sustainable business practices in all sectors,” she says. Fagan goes even deeper, emphasizing the significance of those who are implementing AI strategies in the events indus- try. “It’s fast becoming a standard tool we need to leverage to deliver our audiences the best experiences. It’s true to say that, at the moment, AI isn’t directly replacing individuals at a large scale in our industry, but individuals who use AI are better empowered. Used well, it boosts our capabilities to new heights, and I think that’s something we should all be aiming for.” While disruption was the name of the game in 2023, it’s clear that this year’s disruptors are largely positive for event planners — like AI, which will help the meetings industry identify, reach and attract new audiences to their meet- ings and events. Collins says it best: “Imagine running a meeting or an event without the internet. That is quite unimaginable in 2024. I believe very soon, the same will be true for AI.” I & FMM INSURANCE & FINANCIAL MEETINGS MANAGEMENT | FEBRUARY 2024themeetingmagazines.com 25 Nick Fagan Creative Technologist The Special Event Company & DRPG Group While humans might miss trends in large data fields, AI occasionally catches them. Then, humans can step in to analyze relevance and decide how to act on those insights.I t’s been said that California is a state of mind. Which might be another way of saying, California isn’t really a state at all. But, so dominant is California’s influence on American innovation and culture, so great is its agri- cultural bounty that feeds a nation, and so dynamic are its physical attributes — from the highest peaks in the lower 48 to North America’s greatest deserts — that California’s collec- tion of world-class destina- tions is positively catnip to meeting planners looking for a dose of fresh air on the meeting circuit. “We really love having our programs in California,” says Meagan Venditti, CMP, DES, head of North American Event Operations for Mar- kets Group, which produces in-person and virtual forums for the investment manage- ment industry. “It’s the fifth largest economy in the world, so it’s a perfect place to host a financial conference.” In addition to serving as head- quarters for most of the world’s top tech firms, Cali- fornia is also home to Wells Fargo, Visa and Farmer’s Insurance, making it a natural for events targeting the financial and insurance sectors. Across the state, new and revitalized hotels, conference centers and attractions are making California a go-to for meeting planners. In downtown San Diego, two hotels have received a significant refresh and rebrand. The former Hotel Palomar was renamed the Kimpton Alma Hotel and received a head-to-toe $25 million renovation in 2022. Kimpton Alma Hotel features 20,000 sf of meeting space, including the 3,025-sf Ovation Ballroom. Hotel Solamar in the Gaslamp Quarter reemerged last summer as Margaritaville Hotel San Diego, the brand’s first urban location on the West Coast. With 235 upgraded rooms, the $31 million makeover features a Southern California-inspired design and the city’s largest rooftop pool deck and three dining concepts. Nine venues offer 6,000 sf of indoor space plus 7,000 sf of outdoor space on its expansive rooftop, including the 3,321-sf Compass Rose Ballroom. Needing no re-brand, the iconic Hotel del Coronado is celebrating 136 years of operation with on an ongoing, $400 million, multi-year restoration and expansion of the celebrated property. Shore House at The Del was revealed in 2022, featur- ing 75 residential-style seaside villas along with a new event center, Southpointe Event Center, which features a 15,130-sf clear-span ballroom offering approximately 10,000 sf of pre- function and breakout meeting space. It is the leading beach- front option for large-scale meetings and groups in the city, with 96,000 sf of indoor meeting space and an additional 150,000 sf outdoors. “San Diego has great airlift, pleasant weather, a choice of boutique properties, and options for varied and unique off- property activities and dining experiences, making it a perfect fit to achieve meeting goals,” says Jeff Welger, director of cor- porate meetings and events at Arch Insurance Group. For a pair of customer advisory meetings, Arch chose to host guests at the 170-room Lodge at Torrey Pines. “For 2023, they each wanted pleasant weather along with a desirable location that included a premier golf course. San Diego is a natural fit to meet those expectations. The Lodge is a historic five-star boutique hotel — and also an architectural master- piece in an idyllic setting on a cliff overlooking the Pacific,” he says. The new Lodge at Torrey Pines carries the aura of an early-20th century Crafts- man-era home, albeit on a grand scale. The Lodge over- looks the renowned 36-hole Torrey Pines Golf Course, situated on the coastal bluffs immediately north of La Jolla, and offers a full-service spa and the fine-dining, A.R. Valentien restaurant. “The hotel is a wonder- ful fit for a small to mid-size meeting or event,” explains Welger. “When onsite, the guests feel that they are the only group in-house. All members of the team are professional, polite, and gracious, and they understand five-star service. They provide excellent guidance of what works well and often provide unique options that enhance the event.” Welger notes that the Lodge was able to provide unique events, including one called Sip and Swing, held on the Torrey Pines driving range. “The event included several golf pros to help the guests enjoy several golf activities, including driving, putting, chipping, closest to pin, to name a few, while enjoying refreshments and networking with colleagues. The highlight was having the U.S. Open trophy available and on-display, allow- ing guests to see it close up and take photos with it,” he says. COURTESY PHOTO Marina del Rey Marriott features 20,000 sf of flexible meeting space and offers great waterfront views. themeetingmagazines.com 26 FEBRUARY 2024 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT The Golden State for Innovative, Inclusive Events BY DAVID SWANSON | DESTINATION UPDATE | CALIFORNIAThe guests played on Torrey Pines’ North course, where the 2023 Farmers Insurance Open took place. Another unusual option was Evans Garage, the hotel owner’s private collection of vintage cars. “It’s an impressive collection of museum-qual- ity vehicles that otherwise cannot be found in one location. The family’s collection delivers a wow factor and for each meeting we had a dinner here — in both cases attendees indicated it was the highlight of their meeting experience,” Welger says. Less than 100 miles north of San Diego is Anaheim, a des- tination that truly lives on the world’s stage. The development of land surrounding Disneyland Resort continues, and the 618-room Westin Anaheim Resort across the street from the Disney parks is equipped with 47,542 sf of indoor/outdoor meeting and event space. Located at the Anaheim GardenWalk, a short stroll from both the Anaheim Convention Center and Disneyland Resort, the 446-room JW Marriott Anaheim is infused with mod- ern décor and augmented reality technology, with subtle design touches inspired by Orange County’s agricultural his- tory, highlighting natural materials, rustic tones and a warm color palette. JW Marriott Anaheim features 43,000 sf of indoor and outdoor function space, along with pre-function areas offer- ing floor-to-ceiling windows. The Grand Ballroom measures at 13,440 sf, suitable for up to 1,400 attendees, as well as 15 meeting rooms and breakout spaces. Known as ocV!BE, a $4 billion mixed-use entertainment district by the owners of the Anaheim Ducks and anchored by Honda Center, has been opening in phases. The 115-acre project includes a 6,000-person concert venue, more than 20 restaurant concepts, four public plazas, office space, and two new hotels with a planned 550 total rooms. For planners seeking unique and historic venues, they should look no further than Long Beach. The beach commu- nity is between Orange County and Los Angeles. In addition to the Long Beach Convention & Entertainment Center, a state- of-the-art facility with more than 400,000 sf of exhibition space, the famed Queen Mary ocean liner has reopened for tours and events. With over 80,000 sf of functional meeting and exhibit space in a series of Art Deco salons, the Queen Mary provides an authentic historical backdrop for smaller, more intimate meetings. Last year, one of California’s most storied properties was- brought back to its original grandeur and Long Beach saw its first luxury boutique hotel. The 1920s-era Breakers Hotel is now part of the Fairmont family and currently undergoing a $150 million restoration and development. The reimagined Fairmont Breakers Long Beach will offer 185 rooms and suites, rooftop pool and terrace, open-air rooftop lounge and bar with 360-degree views of the Pacific Ocean, lavish two- story spa, wellness and fitness center, live jazz club and music lounge, and more than 12,000 sf of flexible indoor and out- door meeting and function space. The hotel’s culinary pro- gram includes five F&B venues, including the reopening of the famed Sky Room restaurant. Planners seeking an airport-close destination in the L.A. area might consider Marina del Rey, a beach community located just four miles from LAX. During the pandemic, Marriott opened a pair of side-by-side waterfront hotels, the Courtyard Marina del Rey and Residence Inn Marina del Rey, with 159 and 129 rooms respectively. The hotels offer 4,200 sf of event space. Meanwhile, the Marina del Rey Marriott on Mother’s Beach completed a nearly $20 million renovation of all 370 spacious guest rooms and suites and featuring a fresh, coastal chic vibe. Julie Van’t Hul, vice president of convention sales at San Francisco Travel, collaborates with The Moscone Center and the City of San Francisco in bringing major conventions and events to the city. “Julie has been instrumental in re-engaging and re-educating our convention clients about San Francisco in the wake of the pandemic,” says Nicole Rogers, executive vice president and chief sales officer at San Francisco Travel. Tourism is the largest generator of outside revenue into San Francisco’s economy, and conventions alone drove $587 million in visitor spending in 2022. Dining remains key for the city’s appeal, and the Michelin Guide California continues to honor numerous area restaurants with Michelin stars. Pasadena welcomed the Hotel Dena, Pasadena Los Angeles, a Tribute Portfolio Hotel, a makeover of Sheraton Pasadena Los Angeles. The 311-room hotel features two restaurants and bar concepts, street art and dynamic murals, a retro-inspired screening room, and evening performances by local musicians, poets, and comedians. Hotel Dena is adjacent to the Pasadena Convention Center, which features event spaces, including a JEFF WELGER / ARCH INSURANCE GROUP The Lodge at Torrey Pines features a premier golf course situated on coastal bluffs just north of La Jolla, CA. The property also features more than 13,000 sf of meeting space. INSURANCE & FINANCIAL MEETINGS MANAGEMENT | FEBRUARY 2024themeetingmagazines.com 2725,000-sf ballroom, boardroom and outdoor venues. Jennifer Schreter, executive director of the Independent Insurance Agents & Brokers of LA, says the Pasadena Conven- tion Center was a good fit for her one-day meeting that drew more than 500 attendees in March 2022. “It is a fairly central location to most of the people attend- ing from both the city of Los Angeles and over the state,” says Schreter. “There is no escaping LA traffic, but at least a few of the freeways offer FasTrak and carpool lanes, and this proximity to free- ways and the airport (both Burbank and LAX) is very attractive to exhibitors and attendees. There are a lot of shops and restaurants within walking distance for post-event activities, and for those few folks who do utilize a hotel. “The facility space is quite large with high ceil- ings and a spacious lay- out for the ballrooms. We created a carnival for our convention last year and had stilt walkers and magi- cians, and the flow was perfect,” she says. For the carnival, Schreter lauded the convention center’s flexibility on F&B to create perfect carnival themed buffets. “They let us merge and pick and choose items to create the best menu for our guests. It was the perfect accent for the carnival atmosphere we were creating,” she says. Schreter adds that the Pasadena Convention Center, which offers 130,000 sf of space, is “a much more affordable alterna- tive to the Los Angeles Convention Center, if you don’t need that much space. This venue has a sweet spot for between 500 and 1,000 guests. But if you want to secure a specific date, the sooner you request it the better — at least one year or more in advance.” In Los Angeles, the ambitious $15 billion moderniza- tion of Los Angeles Airport [LAX] is transforming the facil- ity into one of the world’s premier airports. The project includes major improvements to infrastructure and elevated guest experiences. While LA’s revitalization has been focused on the down- town convention core, the 400-room Fairmont Century Plaza reopened in 2021 following a $2.5 billion renovation that modernized the iconic property while maintaining touches of its history, including 24,000 sf of indoor meeting space. The 305-room Conrad Los Angeles opened in 2022, a new down- town centerpiece designed by Frank Gehry — the first Conrad property on the West Coast. Other openings last year included the Moxy Downtown Los Angeles and the AC Hotel Downtown Los Angeles in a dual-branded building, representing a combined total of 727 new rooms and 13,000 sf of meeting space. “Los Angeles has a natural sense of occasion,” suggests Venditti. “I think people like the warm weather, the easy air- lift, and for us, just being centrally located in downtown LA is a huge draw.” Markets Group plans ALT conferences around the world, but Venditti notes that the annual ALTS LA is the company’s largest. “It’s been our flagship program since 2016, and grow- ing year over year, from 250 attendees in 2016 to 1,400 attend- ees this past March [2023],” she says. Co-hosted with local associations, the for-profit conference is attended by people working in the asset man- agement space — hedge fund, private equity, pri- vate wealth and real estate. “We have 100-plus spon- sors, and all of them are looking for different places to host dinners.” Although Vendetti estimates about 40% of the attendees are coming from out of state, there are many local guests, mean- ing a large room block is not necessary, but the facility must still offer suf- ficient ballroom space for the exhibition and general session. The hotel that has worked best for ALTS LA the last several years is the JW Marriott Los Angeles LA LIVE, which has 878 rooms and 134,143 sf of meeting space. “What makes it a great property is they offer a lot in- house,” says Vendetti. “They make it really easy to do FedEx, clings and branding, they have partnerships with local DMCs and Encore was super easy to use. Also, the JW being adjoined to The Ritz-Carlton Los Angeles is an advantage, especially when you’re working with a financial clientele, as a lot of our more senior asset managers like to stay on the Ritz side.” Vendetti says the JW Marriott’s range of food outlets for sponsors to host VIP dinners and meetings is important (including several at The Ritz-Carlton), along with a large central lobby bar. The other thing she applauds is the natural light. “The diamond ballroom has floor-to-ceiling windows in the foyer — it’s one of the prettiest walkways that I’ve encoun- tered,” she says. “Even though you’re inside the whole time, it really feels very light and airy and bright for the meeting space that we contracted. Our attendees really like it, even though we’ve gotten a little tight in the foyer from growing so much.” “Book early; LA is competitive,” Vendetti advises. “And figure out where your attendees are coming from because LA spans a large area, so do your research. Is Santa Monica going to make sense for us, or Century City, or do we want to be downtown? I think it can be a bit intimidating at the start, but find out where your contingency is coming from and how far they’re willing to drive, because that’s how most people are getting around in LA. There are a lot of resorts in LA, but if you want to get a lot of people in one area, go downtown. It’s just going to be easier.” I & FMM themeetingmagazines.com 28 FEBRUARY 2024 | INSURANCE & FINANCIAL MEETINGS MANAGEMENT Elevate your next meeting in Marina del Rey, L.A.’s favorite seaside playground. Seven resort-style waterfront hotels and dozens of dockside restaurants strike the perfect balance between Los Angeles’s chic sophistication and SoCal’s coastal style – all just four miles from LAX. VisitMDR.com PHOTO BY JAMIE PHAM The Pasadena Convention Center offers 130,000 sf of meeting and event space.Elevate your next meeting in Marina del Rey, L.A.’s favorite seaside playground. Seven resort-style waterfront hotels and dozens of dockside restaurants strike the perfect balance between Los Angeles’s chic sophistication and SoCal’s coastal style – all just four miles from LAX. VisitMDR.comNext >