I attended a major industry trade show recently, and it got me thinking about how important partnerships really are in the meetings business. As I stood in the booth, surrounded by sales professionals from my CVB, along with a hotelier from a property across the street from my own, it became abundantly clear how easy it is to join forces to book business not only for my facility, but for the region as a whole. Applying this concept to everyday business back home should be just as easy, right? Take a look at the following examples of how fostering relationships early on, even with your competition, can pay off for both suppliers and meeting planners.
It was a week before Tim McGraw and Faith Hill were to grace the stage at the arena across the street. We'd been hearing about the show for months, and preparing for any potential traffic jams or impact on parking for the patrons in our building. The arena has the raised seating and the capacity for that type of show, but at the last minute, our arena neighbor called on us for help. Why? It turns out they needed one of our exhibit halls to set up an artist-and-crew compound and recreation area, "Camp McGraw." What a great idea! Even though it wasn't our show, who wouldn't want to be a part of that? We checked our calendar, found space, and made room for the McGraws. This was not a tough decision. You never know when you might need your neighboring arena to help you out of a jam. By maintaining a great working relationship over the years, we were able to answer "yes" and make it happen quickly. And the event was greatly enhanced as a result.
In another example, a local university's arena had a naming-rights issue that prevented the arena from booking a certain concert on campus. The activities department really wanted to bring the show into town to entertain its students, but needed to do it in an off-campus venue. We had the availability, and based on our positive track record hosting multiple graduations, educational conferences, and banquets for the school, we were first on their list of venues to help extend their "campus" to make it work. By proving ourselves as a good neighbor, we landed the event before any other venue knew there was an issue in the first place.
Feeding off our convention and visitors bureau, located just down the hall from our own administrative offices, means more than just using the CVB's coffee machine. We share leads and carpool to industry trade shows together. We take advantage of networking opportunities and everyday acts of togetherness that truly keep our region's event industry thriving. By working with and embracing your CVB, you can broaden your presence in the marketplace, discover which trade shows produce the best leads, and uncover what travel professionals really think of not only your region, but your property specifically. Maintaining this partnership should not feel like work; it's more like family.
Are you seeing the partnership connection yet? What about that hotel across the street? You compete for banquet and meeting business on a weekly basis, but you also share in the wealth when a convention comes to town. Who's there when a group's banquet outgrows the hotel's ballroom, or when they need a few more breakout rooms? If you don't have that relationship established, the hotel won't think to call you first, and the group might book elsewhere. Your CVB should provide the gateway to your local hotel market. By sharing booth space at industry shows and participating in joint bids and proposals, you should be constantly in tune with changes in hotel personnel, accommodations, and services. Never underestimate the power of relationships with your local hotels. The lead sharing alone could help you meet your sales goals. Bridge the gap. Make the connection!
In the end, we all promote and sell our region to meeting planners, their attendees, and families. That's what hospitality is all about. The more approachable we are with our neighbors and industry partners, the better the service we can provide to our shared and referred clients. It's something that planners should factor into their site selection process. The "partnerability" quotient of a destination can make the difference between a good event and a great one.
Linné DiIorio is a sales manager at the Greater Richmond Convention Center, a Global Spectrum-managed facility in Richmond, VA. To contact DiIorio, e-mail her at lidilorio@greaterrich mondcc.com.