Any event of any size in Las Vegas has its planning problems -- and solutions.Denise Nowak has a challenge. The marketing director for Rochester, NY-based network marketing company 5LINX Enterprises has two upcoming events in Las Vegas: a small incentive this year, and a large annual conference scheduled for 2010.
5LINX, specializing in telecommunications products, offers its own VoIP products along with sales of cellular phones and plans, satellite television, and broadband Internet. In 2008, for the third consecutive year, it was named one of the 500 fastest growing companies by Inc. magazine.
"In this economy, where companies are decreasing [in size], we're expanding," Nowak says. "We expanded our building by 20,000 square feet to keep up with our growth. I was the 18th employee when I started in 2006, and we now have 170-plus employees. We're growing dramatically. We're also growing internationally. We recently launched our company in Sweden and have plans to be in Korea and Nigeria sometime in 2009."
To reach its representatives, the company has three national events and three regional events a year. In September 2010, the company will hold a national convention in Las Vegas with thousands of attendees from across the country. There are two incentive events that representatives can qualify for as well, each of about 100 people. Nowak will take one of those incentive groups to Las Vegas in August.
So with a small incentive event for 100, and a convention for up to 3,000, Nowak's needs run the gamut of Las Vegas' offerings. There are so many meetings held in Las Vegas that there seems to be no end to options for event space, dining, breakout activities, and hotel blocks. But for planners working on small, intimate events, there is a concern that their tiny group may be swallowed up by Sin City. On the other hand, massive conventions may present challenges in finding large venues that are unique and interesting, and in finding differentiated service that elevates VIPs above the masses.
Small and FocusedNowak says her small incentive needs to be all-inclusive, which makes destination resorts appealing, but not required.
"Even if the location does not offer an all-inclusive package, we create our own in the form of credit on their hotel room or cash to use toward food and beverages. We all enjoy dinners together as a group, and the trips have a training component," she says.
Although letting attendees roam free during the day could mean a struggle when it's time to round them all up again for dinner or meetings, Nowak says she structures the events to be a highlight of the trip. Attendance, despite the "distractions" of Vegas, has not been a problem.
"They look forward to it because it's with the company cofounders," she says. "Having that time to have face-to-face, one-on-one conversations with the cofounders or leaders in the company is really what people are looking for. They feel part of an exclusive group."
Attendees sometimes are given room credits to pay for activities like golf or spa as well, Nowak adds. However, in Vegas, with its density of hotels, casinos, and restaurants all in one central area, room credits with just one hotelier may not work. Nowak is working with Harrah's Rio property to develop an all-inclusive package for attendees with room credits.
The Las Vegas Convention and Visitors Association has three dedicated sales representatives that work on groups of less than 100 people, and they can help your small group find either an intimate space at a large property, or an intimate property where your attendees will command attention.
M Resort opened last month as a "boutique hotel," if a 390-room property with a 90,000-square-foot casino, nine restaurants, 60,000 square feet of meeting space, and a 2.3-acre pool area could be considered "boutique." Regardless, the property is aimed at small- to mid-sized meetings, say developers.
"Because the M Resort is a boutique property, we're able to really work with planners, especially those with small- to mid-sized meetings, to provide them with personalized service and the options and flexibility to achieve their meeting objectives," says Drew Varga, executive director of sales for M Resort, in a company release.
MGM Mirage's Vdara, now accepting reservations for its 1,495 suites in anticipation of an October 1 opening, also considers itself "boutique." The property is nestled in the gigantic CityCenter development on the Strip and offers more than 10,000 square feet of conference space, including a 4,000-square-foot ballroom, three smaller meeting spaces, and an executive boardroom.
MGM's New York—New York Hotel and Casino recently renovated and expanded its meetings space to more than 21,000 square feet. The property has a number of unique venues for smaller groups, including a replica of the Brooklyn Bridge. The 10,000-square-foot bridge space can accommodate up to 600 for a banquet.
Harrah's PURE nightclub, on top of Caesars Palace and overlooking the Strip, is an excellent space for small parties, with a VIP suite for groups of up to 30, or a terrace for groups of up to 1,000. Total capacity for a buyout is about 2,500.
Like the Las Vegas CVA and many other hotel companies, Las Vegas Meetings by Harrah's Entertainment deploys sales staff by meeting size (10-100 attendees, 100-300 attendees, 300-700 attendees, and 700+) to serve as a single point of contact for everything from catering to last-minute reservations and entertainment tickets.
"Groups and gamers are what we've focused on and where we put our resources," says Jordan Clark, vice president of sales for Harrah's.
Another option for small, high-end groups is to book the penthouse suite for a relaxed, luxurious dinner or cocktail hour. The elegance of the penthouse suites of the Bellagio, Mirage, and Wynn, to name just a few, works well for this. For more adventurous gatherings, Hard Rock Hotel and Casino offers a bowling alley in its three-bedroom penthouse suite, and a dining room that seats 12. The Palms Las Vegas Casino Resort offers eight fantasy suites, including a 10,000-square-foot, two-level party room with indoor basketball court and the Hugh Hefner Sky Villa. On top of the Las Vegas Hilton is the 15,400-square-foot Verona Sky Villa, the largest suite in the city.
Large and in ChargeIn selecting Las Vegas for the 5LINX national convention next year, Nowak says she relied on a combination of business needs and local attractions.
"We want to make sure that there are representatives in the area. It would be great just to pick places that are nice to go to, but we look at where we have a presence and want to grow our representative base," she says. "With most of our representatives on the eastern side of the country, growth in the west is important. And we also look at locations that would be exciting and interesting places for our representatives."
In post-event surveys, Las Vegas always tops the list on the question posed to attendees, "where do you want to go next?" Nowak says.
The large events are more challenging to plan, she adds, but other directors and a national team pitch in to help as needed. The three-day conference opens with entertainment, and highlights include award ceremonies, concurrent training sessions, and a final-night party with company executives at an interesting location and with a theme related to the destination.
"We take them to places they may not have the opportunity to see and that are authentic to the destination," she says. "There are many options in Las Vegas. We may consider a show atmosphere for our party."
Nowak says she chose Harrah's properties to host her incentive and conference, in large part because of the perks they offer to attendees. Harrah's is offering Diamond Cards to distribute to VIPs, with special treatment like dedicated check-in, exclusive lounge services, and discounts throughout the company's seven properties in Sin City.
"Planners ask us: 'How many can I have?' And our response is: 'How many do you want?' " Clark says, adding that the company recommends restricting the cards to a handful of attendees for a level of differentiated service.
The cards are the same ones given to gamers who spend $50,000 or more at the casinos, and guarantee priority service at business centers, restaurants, clubs, and taxi lines; priority valet parking service; complimentary use of fitness facilities; and discounts at participating retail outlets.
"That was a very big plus to me," Nowak says. "Providing our cofounders with VIP access for their needs as well as access to the business center for last-minute needs that the staff may have will really help."
Pam Soules, corporate meeting planner for Minneapolis-based Winmark Corp., says she used the cards at an event at the Rio last May. Twenty minutes before a presentation, a speaker asked her to make 175 copies for a last-minute handout. Though the business center had six people in line, Soules said she was able to receive immediate service with the card and "look like a rock star" to her speaker.
Harrah's also offers the ability to book alternative restaurants, like Jimmy Buffett's Margaritaville, and alternative venues like the PURE nightclub and apply expenditures to the overall food and beverage minimum.
While CityCenter's Vdara works for small groups, even the largest groups will find room at CityCenter's other properties. The joint venture between MGM Mirage and Infinity World Development Corp. features ARIA, a 61-story, 4,004-room gaming resort; Vdara Hotel; Las Vegas' first Mandarin Oriental; The Crystals Mall, a 500,000-square-foot retail and entertainment district; and The Harmon, a luxury 400-room boutique hotel. ARIA alone has 300,000 square feet of meeting and convention space.
The Venetian/Palazzo Congress Center is another popular venue for large groups. Combined with the Sands Expo Center, the complex has 1.9 million square feet of convention, meeting, and expo space. The properties are offering incentives for meetings booked and held in 2009, including discounts on shipping, F&B, and attrition slippage. And every group automatically qualifies for complimentary suites and discounts on entertainment and A/V packages, based on the size of the room block. The Venetian has more than 4,000 rooms and the LEED-certified Palazzo has more than 3,000 rooms.
The 2,100-room Riviera Hotel and Casino unveiled a $20 million renovation this year of its guest rooms, 100,000 square feet of casino space, and 160,000 square feet of conference space. The hotel has partnered with Passkey this year to facilitate group bookings.
"We are reinventing our image to attract new group business," says Ed Coffey, vice president of convention sales at the Riviera, in a release. "We needed an upgrade in our group technology ... In light of the economic uncertainty, it is imperative to stay ahead of the game to compete with the big boys."
Originally published April 1, 2009For more ideas, tips, and tools for better meetings and events,
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