The recruits are gathered for another early morning session of CMD Boot Camp. Boot Camp (the CMD stands for "Crowne Meetings Director") is a four-day program where employees in the meetings and banquets departments at Crowne Plaza properties learn empowerment, delegation, resource allocation, and initiative through real-life scenarios, teambuilding, and—in the spirit of a real boot camp—getting yelled at by a drill sergeant.
One recruit, addressing a question to Tina Lyle, national director of Crowne Plaza Brand Operations (who is dressed in a mock Air Force uniform) has just introduced herself as a meetings-slash-banquet manager. But before she can state her problem, Lyle interrupts. "No 'slashes'!" she yells. "You are either a Crowne Meetings Director," says Lyle, "or a banquet manager. You cannot be both!"
You're in the Army Now
Lyle explains that it's all part of the training to move the new CMD away from the jack-of-all-trades position it sometimes occupies at the property: "[After boot camp], a new CMD might say to their general manager, 'We've got some real areas we need to work on, because to successfully deliver, I [need to be] truly the single point of contact for the meeting planner.' "
Every hotel faces the challenge of training convention services managers (CSMs). Some, like Omni Hotels & Resorts, use outside trainers; while others, including the Peabody Hotel Group and Hyatt Hotels & Resorts, have designed and implemented their own training programs. Some of these, like those created by Hyatt and Marriott Hotels & Resorts, go up to the college level. But what sets CP's program apart is recognition that the market is not only competitive but often combative. CSMs need to think on their feet to withstand the pressures of coordinating on-site meetings or dealing with difficult clients (and co-workers) when things fall through the cracks. Boot camp training creates a network that Ann DeLibero, CMP, and now CMD at the Crowne Plaza Fairfield, NJ, says, "is a best practice that builds relationships not only with CP but with other people."
"These people really are the face of our brand," says Kevin Kowalski, VP, brand management, who makes a brief appearance in khakis, to "address the troops." He envisions Boot Camp as a cornerstone of Crowne Plaza's "The Place to Meet" brand initiative: "We're all about providing better, more experienced professionals for the meeting planners."
In fact, Boot Camp includes a two-day CMP certification training, with Convention Industry Council course materials provided by Crowne Plaza. "Having a CMP certification is a great professional designation," says Lyle, "and the brand is supporting it." Vicky A. Betzig, CMP, of Brookfield, WI-based Meetings Industry Consulting, who developed the program in spring 2002 and tutors two boot camps each year, says, "I am a very firm believer that CSMs should be CMPs—it makes them better understand their clients when it comes to knowledge of how to execute a successful program."
Soon, Kowalski expects to implement "Boot Camp 2" to train CMDs with several years of experience to become senior-level executives. Talk about coming up through the ranks.