EPG Spotlight
Is this Destination Right for You?
If you’re planning meetings and events, you’ve most likely been tasked with finding the best host location. But as with planning in general, there’s never a one-size-fits-all to achieve the best success. There’s always a combination of strategies to find the best meeting destination and that largely depends upon your audience. Who is it that will be attending this meeting and what’s important to the organization or group of individuals?
Case in point, on her return from a business retreat, The Event Planning Group owner Jennifer Collins noted having shared a shuttle ride to the airport with a couple from Texas. The wife mentioned that the trip was a 10-year anniversary present from her husband and that she didn’t know where she was going until the day they left. She then chuckled and mentioned that her husband, in having chosen the location himself, didn’t realize it was a resort where the majority of the population was women. While he had a good time, he mentioned that for a return trip, he would send her along with her mother next time!
This example makes a great point in the importance of understanding the characteristics, features and offerings of your intended destination. Here are some areas to consider as you go about choosing your next one.
What Do We Need?
This is your internal assessment of what is most important to your group. Do you need a large amount of space, a certain type of atmosphere or venue (i.e. conference center, resort, airport hotel), what are your budget parameters, do you need the area to have certain features (e.g. access to national lawmakers). This by no means is an exhaustive list of questions...just the beginning. It’s recommended that you ask/answer questions until you are literally exhausted and then take a look. That’ll help give perspective on what’s most important to you.
Who’s Going to Be There?
Consider assessing the overall demographics of those who will be with you at your destination. For instance, as in the previous example, will it be made up of mostly women, couples, families, children? Or are there certain types of organizations that might conflict with your group’s mission? Do your homework on the overall lay of the land and don’t hesitate to ask the venue the type of groups they may have in-house as well.
What’s There to Do?
Local area attractions can serve as a heavy draw for meetings – especially if the meeting is more than one day. You’ll want to check out the types of restaurants, shopping locations, entertainment options, tour information and also how easy it is to get around. For instance, are most attractions in walk able distance or just a short transit bus/train ride away? Most locations that offer easily accessible activities during the down time will certainly help with increasing your attendance overall.
I Have to Pay How Much?
In your needs assessment phase, the overall budget should be one of the items fully addressed. This will have a major impact on where you are able to go. For instance, in locations such as New York or Chicago, you will be impacted by Unions which will have an impact on your budget and potentially your attendees. You might also run into “resort fees” at select resort locations. Know your budget well in advance as that’ll help determine the most feasible destination.
What Should I Bring?
Is the weather important to you? Are you interested in bringing a group to Washington, DC in February or Phoenix in mid-July? Of course going to Southern California or Florida during the winter months could be a welcoming thought. Some planners may not have the luxury of choosing the timeframe for their event, but just consider the impact of one of the above scenarios. Thunderstorms in the summer, snow storms in the winter and just strange weather overall could play a role in where you are trying to go.
How Long Will it Take Me to Get There?
For some, air travel has become a hassle with all of the restrictions, full airplanes, delays and long security lines to say the least. But if the destination is worth going to, people will still get on those planes to attend. In this case, you want to assess how easy it is for people to travel in and out of the location. Is it a hub for a particular airline, or are there easily connecting flights to catch. Is the train station nearby? Consider how easy it will be for your guests to maneuver getting there. That ease of transit will help in “kicking up a notch” the overall favorability scale.
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