What happens after the daily meeting or seminar can make or break your event
By Nancy Mann Jackson
When groups come to Nashville, they expect to be immersed in the music. It's Music City, after all. But they may not expect to become country stars for a day – and that's what made Big Hair Boot Camp so much fun.
When a recent group convened in Music City, planners worked with DMC Destination Nashville to develop a one-of-a-kind leisure activity that would make the meeting memorable and give attendees unique opportunities to network with each other. The creative minds at Destination Nashville came up with Big Hair Boot Camp, "an entire day on how to become a country superstar," says Carol Norfleet, CMP, DMCP, Vice President of Client Services for Destination Nashville.
Guests worked with published songwriters to write their own songs and then recorded those songs in a real studio complete with musicians. "In addition to writing and recording their songs, they were fluffed with star-worthy hair and makeup, educated in the right way to walk a red carpet and give interviews with a southern twang, and photographed by a celebrity photographer for their own 8x10 glossies," Norfleet continues. It's safe to say the nobody in that group will forget their trip to Nashville.
Higher Expectations
Big Hair Boot Camp is just one example of how meeting planners are thinking outside the box when it comes to incorporating leisure time into their events. In fact, some industry executives say leisure activities are more important than ever before – largely because attendees' expectations are higher than ever before.
"Studies have shown that a person's attention span only lasts for so long and that their energy and body need to be rejuvenated," Norfleet says. "Leisure activities – whether it's a relaxing spa experience or a high energy outdoor adventure – do just that."
"Leisure activities allow individuals to get away from a classroom setting and absorb what they are learning," agrees Barry Lewis, Director of Marketing for the Grapevine Convention & Visitors Bureau in Texas. "Taking a break helps individuals to process the information and enhances the learning process."
In addition to giving delegates' brains a break, leisure activities are important for providing time to network and bond with fellow learners. "Attendees realize that the most valuable part of a meeting is the networking," says Carol Lathrop, CMP, of Independent Meeting and Event Services in Westminster, CO. "Leisure activities give them an opportunity to meet other attendees they wouldn't otherwise have a chance to meet."
Finally, taking time for leisure offers delegates opportunities to experience the destination, so they feel like they've actually taken a trip, not just attended a class. "I think attendees want to see more of the area they're meeting [in] than their hotel or convention center," says Tom Caradonio, President/CEO of the Northern Kentucky Convention and Visitors Bureau. "How many times have people gone to a conference and when they return they're asked, 'How was Kentucky?' and the response is, 'Well, the hotel room was nice, the meeting rooms and banquet rooms were nice, and the airport was nice, but that's all I saw.' I know when I go to a convention I want to see some of the highlights of the area, and pre-planned leisure activities accomplish this."
More and more, meeting attendees want to combine their business travel with a relaxing vacation, and incorporating leisure events into your meeting makes it easier for them. "Attendees are looking for an overall destination experience when they attend a meeting nowadays," Lewis says. "Time is of the essence in today's fast-paced environment; most want to take advantage of business travel by piggybacking a leisure activity or two within this time."
[ return to top ]
Understanding Expectations
So leisure activities are important components of a meeting, but what do attendees expect? According to industry professionals, those expectations have changed over the past few years.
"A basic tour of the city is rather old-fashioned and no longer enough," Norfleet says. "Today's attendees want experiential events. Also, with the advent of extreme sports, people are more open to trying something new, like llama trekking or inner-tube floating."
Of course, as the world grows smaller through technology and people are exposed to more new things, it takes extra effort to wow your attendees. In addition, professionals are busier than ever, and when they have a chance to get away from the office for a few days, they're looking for opportunities to kick back and have a little fun in addition to the education they get at the meeting.
"When I was growing up, it was common for families to take a two- or three-week holiday," says Susie Marquez, Director of Spa Operations at the Marriott Grand Hotel Resort and Spa in Point Clear, AL. "Now it's very rare for families to take a two-week holiday. It's rare to take a long weekend, yet people work extra hard and also take care of their families and homes. So when they get away, people are looking for ways to relax and rejuvenate."
[ return to top ]
Planning Creatively
Golf tournaments remain popular leisure events for meetings. And according to a recent article in the New York Times, spas are becoming almost as popular as golf courses for after-meeting networking and leisure time. In fact, some resorts say their golf and spa revenues are neck and neck, thanks to the surging popularity of spas among groups.
And every destination has its own unique attractions that are available for groups. For instance, in Northern Kentucky, many military groups book fleets of riverboats and host three-hour dinner cruises on the river, while other groups reserve the Newport Aquarium to hold "under-the-sea" events.
When meeting in Seattle, some groups drive 30 minutes outside the city to hold events at Chateau Ste-Michelle or other nearby vineyards. The Wine Divas, a group of local women who are knowledgeable about wines of the region, are available to join these groups on their shuttle rides to the vineyard. At a recent corporate meeting, Wine Divas rode on each bus, pouring samples of wine for attendees and talking about the region and its wines. Not only do the Wine Divas entertain the group on a 30-minute trip, they also get the group into the mood for wining and dining before the reception officially starts.
Wherever you're meeting, chances are there are interesting entertainers nearby who could add to your leisure events. Lathrop says celebrity impersonators are among the most popular at the events she plans: Recently, she organized a weekend retreat with the theme "Simply the Best," and a surprise performance by a Tina Turner impersonator was a big hit.
If you really want to get creative, start by asking your contacts at the hotel or CVB what makes their city unique or what surprises people most about their city. Dig for good ideas; every destination has a unique history or an obscure claim to fame. Once you find something that really stands out about your destination, start brainstorming ways to incorporate it into your meeting – delegates love to learn something about the city they're visiting and to have experiences that are unique to that place.
In Grapevine, TX, for instance, groups can ride the Grapevine Vintage Railroad, pulled by a 112-year-old steam engine, and explore the Fort Worth Stockyards where the West begins. Planners can also surprise their groups by organizing a surprise train holdup by period-costumed cowboys on horseback. "Once the train is stopped, the train robbers jump on board and mingle with the passengers," Lewis says. "This event has many elements of surprise and creates a very memorable experience."
Keep in mind that food and beverage also play a big role in creating memorable leisure events. You wouldn't go to Italy without eating pasta, so don't go to Philadelphia without serving your group cheesesteaks. And no matter where you're meeting, find caterers who know how to make dining a true experience.
For instance, at a corporate meeting in Miami, planners chose Casa Casuarina, the former Versace mansion that first opened in 1930, for a celebration dinner. While the location set the mood for a grand but intimate celebration, the food took center stage. Catered by Miami's Barton G, known for its out-of-the-box approach to culinary events, the evening featured an elegant dinner along with unique, memorable sidelights such as popcorn shrimp served with popcorn in old-fashioned popcorn boxes and a Pop-Tart dessert served by toaster at each table.
Devising events that will not only wow attendees but also offer opportunities for networking and rejuvenation takes creative planning. Fortunately, most destinations that cater to SMERF groups have DMCs, convention bureaus or convention service personnel that are prepared to offer unique ideas and resources to help you plan the perfect leisure activities for your group.
[ return to top ]
