More sales teams and other corporate groups are electing to meet in smaller cities
When it was announced that the annual convention of the International Plastic Modelers’ Society (IPMS) would be held in Columbia, S.C., in 2016, a representative of another city that bid to host the event commented, “Where the hell is Columbia, South Carolina?”
The convention draws some 800 hobbyists from as far as Japan and French Polynesia, and features seminars and speakers over four days. Past host cities have included Orlando, Atlanta and Chicago, so members are used to first-rate accommodations and a broad selection of restaurants and activities.
“If we didn’t think Columbia would measure up, we wouldn’t have bid on it,” says Herbert “Hub” Plott, the president of the host Mid-Carolina Swamp Fox Modelers Club. The event was held at the Columbia Metropolitan Convention Center, which has more than 60 restaurants and bars within walking distance. A tour of the South Carolina Military Museum was on the itinerary, as well as a trip to the NASCAR Hall of Fame in Charlotte. By the end of the event, club members were raving about Columbia and asking organizers when they could host again.
“I found the convention itself to be more fun than is often the case,” one attendee said. “The venue and the staff were terrific, and everywhere we went in the area, people were asking if we were attending the convention. If so, they seemed to put a little more effort into accommodating us.”
“The location in a college town, with literally dozens of eating establishments within three blocks, was a real gem. Columbia, you can host this anytime in my book,” said another participant.
The IPMS has held an annual convention for 53 years. The Columbia event was the organization’s 17th-most attended and the second-most profitable, Plott says. As for that guy who was asking where the hell Columbia was — Plott says at the end of the convention he said, “You definitely showed us where Columbia, South Carolina is, and it was great!”
Big advantages in smaller cities
The success of the modelers’ convention is no surprise to veteran meeting planners, who are increasingly staging offsite meetings, tradeshows and other corporate events in smaller cities. Orlando, Chicago and Las Vegas are still the kingpins when it comes to host cities (see chart on page 38), but they get stiff competition from the likes of Nashville and Austin.
Peter Lombard, founder of Insouciance Abroad, which plans corporate events, student trips and other group travel events, says his company promotes second-tier cities for a number of reasons, including:
- Better service – “Locations that aren’t always top choices tend to push customer service more and the result is happier attendees.”
- Lower airfares – “Believe it or not flying into second-tier cities is less expensive than all the wonderful nonstop flights into major cities. Obviously there are exceptions to the rule, but for the most part it’s competitive.”
- More scenic locations – “Take Portland, Maine: It’s right on the ocean, has quaint streets and gorgeous sunrises. You can’t get that easily in a major metropolis.”
- Better value – “While hotels and meals may not be cheaper than in larger cities, they do provide more for what you spend. A top-level hotel in a second-tier city will be the same as a basic box hotel in a major city. And while you may not be able to cater for less than $40 per person for a dinner, at least in a place like Portland that includes fresh seafood.”
For Joost Schreve, co-founder and CEO of kimkim, which specializes in curating customized tours by local travel specialists, second-tier cities often change the atmosphere of an event and the attitude of attendees.
“One benefit of hosting offsite meetings in second-tier cities is what I like to call the shareability factor,” he says. “At a conference city like Orlando or Las Vegas, you’re usually on the go, meeting and greeting with a bit of a ‘been there and done that’ attitude. Second-tier cities tend to operate more like they’re on vacation time. It’s a new place attendees may have never been to, so they’re likely to show up a day early or stay a day late, especially since they won’t have as many flight options. Instead of the typical zip-in-and-zip-out mentality, attendees are more likely to genuinely connect with each other at the water cooler, over lunch, etc., and share the experiences they’ve had if they’re in a new, more unfamiliar conference setting.”
Affordable and affable
Savings and accessibility are big reasons companies are meeting more often in second-tier cities, says Kevin Fliess, vice president of marketing, hospitality cloud at Cvent, a leading cloud-based enterprise event management company that provides software solutions for
both event planners and hoteliers worldwide. While many companies are choosing to use cities like Denver or Charleston, for the cost-savings, they find the unique experience is an added bonus. What’s more, adds Fliess, second-tier cities have built convention centers, entertainment districts and hotels that rival those of their larger counterparts.
“These smaller cities are able to differentiate themselves and provide a great experience,” he says. “Whether that is including things outside
of the venue as part of the meeting, or allowing attendees to tack on a day or two of vacation
and leisure, obviously there is a lot that these types of destinations can offer.”
Like Lombard, Fliess feels the level of service in smaller cities often is a notch above what you find in more common meeting spots. A group of 300 that might get lost in the hustle and rush of Las Vegas can get VIP treatment in a city like Minneapolis.
“These up-and-coming destinations know they have to compete on their unique strengths. That means really providing that personalized experience and going out of their way to highlight what sets them apart,” says Fliess. “It’s not always just about having more meeting space or the largest convention center, it’s really about creating a memorable experience for the attendees, and that’s where I think these up-and-coming destinations can shine.”
Local flavor
Whether on business or seeking fun — or a combination of the two — travelers are increasingly interested in learning more about the history and culture of the destinations they visit. That includes experiencing the local food scene. Lombard says many of the groups his company plans for are eschewing the fancy (and perhaps chain) restaurants for more local, farm-to-table experiences. “Many of them plan destinations around the local food scene. Why go to Manhattan for a great steak when you can go to a place like Kansas City, where the steak is?”
Della Guidry, president and owner of Allied PRA in San Antonio, an event planning company, says a group can easily bus to a ranch minutes outside of the city for a rodeo and true Western barbecue. Or perhaps some of your meeting participants would prefer to go on a half-day fly fishing outing and eat what they catch that night.
The meeting planning professionals we spoke with say the secret about smaller cities being ideal spots for sales meetings and other corporate functions is really no longer a secret. Fewer attendees are asking “Why there?” and instead anticipating new experiences when offsites are planned for new destinations.
Remember that modelers’ convention in Columbia in August? When they first announced the host city, word got around that the only thing between Hell and Columbia in the summer is a screen door. “It could not have been further from the truth,” said one attendee. “The convention hall was modern, clean and well laid out. It had easy access with no congestion. The hotels around the city were plentiful and fit a wide variety of budgets. There were numerous restaurants within walking distance. And all of the convention staff were friendly and helpful.”
What happens in Vegas may stay in Vegas, but what happened in Columbia last summer got shared a lot because that’s what people do when they have a great time.
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