Hotel Convention Sales, Services and Operations41466

HOTEL CONVENTION SALES, SERVICES, AND OPERATIONS This page intentionally left blank HOTEL CONVENTION SALES, SERVICES, AND OPERATIONS Pat Golden-Romero Hospitality & Convention Industry Educator and Consultant AMSTERDAM • BOSTON • HEIDELBERG • LONDON NEW YORK • OXFORD • PARIS • SAN DIEGO SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth–Heinemann is an imprint of Elsevier 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK Copyright © 2007, Elsevier Inc All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (+44) 1865 843830, fax: (+44) 1865 853333, E-mail: permissions@elsevier.com You may also complete your request on-line via the Elsevier homepage (http://elsevier.com), by selecting “Support & Contact” then “Copyright and Permission” and then “Obtaining Permissions.” Recognizing the importance of preserving what has been written, Elsevier prints its books on acid-free paper whenever possible Library of Congress Cataloging-in-Publication Data Application submitted British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library ISBN 13: 978-0-7506-7902-2 ISBN 10: 0-7506-7902-6 For information on all Butterworth–Heinemann publications visit our Web site at www.books.elsevier.com Printed in the United States of America 07 08 09 10 11 10 Working together to grow libraries in developing countries www.elsevier.com | www.bookaid.org | www.sabre.org To Steve and Ryan for their patience and support This page intentionally left blank CONTENTS Preface Acknowledgements About the Author THE CONVENTION AND MEETINGS INDUSTRY: AN OVERVIEW xiii xv xvii Learning Objectives Introduction Service Sector Economic Impact Types of Facilities That Hold Meetings and Conventions Convention Centers University and College Campuses Types of Meeting Planners Meeting Industry Reports Additional 2005 Meetings Market Report Highlights Trends and Practices Review Questions References Glossary Appendixes 1 7 9 11 13 14 14 14 THE ASSOCIATIONS, CONVENTION, AND MEETINGS MARKET 19 Learning Objectives Introduction Definitions of Associations Association Purpose and Benefits Types of Associations When Conventions Are Held Types of Facilities Selected The Decision-Making Process Types of Events and Their Requirements 19 19 20 20 25 25 25 26 26 vii viii Meeting Rotation Cycle and Other Areas Governed by Association Bylaw Requirements Trade Shows Resources Summary Review Questions References Additional Resources and Web Sites Glossary Appendixes 27 28 29 30 30 30 30 31 31 THE CORPORATE MEETINGS MARKET 39 Learning Objectives Introduction Event Requirements for Each Type Site Selection Who Makes Decisions? From the Author Certification Sources of Business for the Corporate Meeting Market Return on Investment, Justifying Your Existence In Closing Review Questions References Additional Resources Appendix 39 39 40 41 42 43 45 46 47 49 49 51 51 53 THE INCENTIVE, SMERF, AND OTHER MARKETS 57 Learning Objectives Introduction Tour and Travel Market Incentive Travel Market Smerf Insurance Meetings Religious Groups Government Groups Educational Meetings Fraternal Public Service Organizations Medical and Health Care Meetings Labor Unions Additional Markets to Consider Summary Review Questions References Additional Resources and Web Sites Glossary Appendixes 57 57 57 59 63 65 67 67 71 71 73 73 74 75 75 75 75 76 77 CONTENTS THE ROLE OF CONVENTION BUREAUS AND OTHER DESTINATION MARKETING ORGANIZATIONS Learning Objectives Convention and Visitors Bureaus Leads Programs The Mission of Convention and Visitors Bureaus International Association of Convention and Visitors Bureaus (IACVB) Summary Review Questions References Additional Resources and Web Sites Glossary Appendix MARKETING AND ADVERTISING STRATEGIES 97 98 102 102 104 108 108 108 108 108 109 Learning Objectives Introduction The Four Ps Of Marketing—the Marketing Mix The Marketing Plan Advertising to the Group Meeting Planner Distinguishing the Advertisement Summary Review Questions References Glossary Appendixes 97 115 115 115 116 116 119 127 130 131 131 132 132 CONVENTION SALES NEGOTIATIONS AND CONTRACTS Learning Objectives Introduction Procedures Other Forms of a Proposal Contracts Differences between a Tentative Proposal and a Final Contract Room Blocks Negotiation Attrition Summary Review Questions References Glossary Appendixes CONTENTS 141 141 141 142 142 146 146 153 153 154 157 157 158 158 160 ix the team tracks and documents the performance for up to one year The entire process can take six to 18 months from the project’s inception MAKING THE GRADE Blosser was surprised when the initial assessment revealed many of OCC’s current characteristics and practices already met LEED-EB requirements The expansion’s design included abundant glass with low-E glazing to provide generous amounts of daylight in the space and generate energy savings An engery-efficient lighting system and advanced control systems also helped the building achieve an ENERGY STAR® score of 70 (For more information about ENERGY STAR’s role in LEED-EB, see “LEED-EB and ENERGY STAR,” left.) An existing on-site oil- and water-separation system prevents contaminants from entering the stormwater system, and a rain garden designed by the landscape architecture firm of Mayer/Reed, Portland, captures and filters storm-water runoff through specially selected plantings The expansion’s design also reduced the heat-island effect with an ENERGY STAR-compliant roof that has high reflectance and high emissivity Recycled-content building materials were used in the center’s construction, such as steel, concrete and gypsum board Inside, recycling containers, kiosks and a wall display that explains the facility’s sustainable measure make OCC a green-building demonstration project, which earned the facility an innovation credit for helping educate visitors about green features In addition to the building’s existing characteristics and practices, the LEED-EB team found other ways to meet LEED-EB requirements OCC has worked closely with its electricity provider, PacifiCorp, to purchase 12 percent of its energy from wind power, becoming one of the utility’s largest green-power buyers in the area While it does not meet the LEED-credit requirement (25 percent off-site renewable power for one point), the OCC team continues to explore opportunities to reduce energy use and purchase enough green power to earn the LEED credit OCC earned two points for water efficiency The OCC expansion utilizes low-flow restroom fixtures that meet or exceed the U.S Environmental Protection Agency’s Energy Policy Act of 1992, the LEED reference standard The center also uses low-environmental-impact materials in its daily operations, such as concentrated cleaning products with low toxicity and paper products with at least 30 percent past-consumer recycled content IAQ also is enhanced through minimizing sources of pollution, such as gases, particles and biocontaminants, as well as controlling moisture in occupied spaces Waste management is an important business consideration at OCC Materials that are routinely recycled include paper, glass, plastic, metals, cardboard, mercury-containing lamps, magazines, newspaper, wood and yard debris To achieve LEED-EB, the center added a clause into all its contracts that encourages exhibitors and decorators to recycle As a government-run entity, OCC’s purchasing policies typically were low bid and needed some adjustment According to Bob Spier, OCC’s director of operations, officials are changing their policies to no longer solely look at the lowest price “We want to make sure paper and office products are ecologically sound,” Spier explains “We’re also purchasing only certain kinds of lighting fixtures with energy-efficient ballasts; their longer life means we spend less man hours changing bulbs.” The OCC LEED-EB team already has its sights set on recertification as it incorporates additional improvements In addition to eliminating CFCs, the team plans to install variable frequency drives in the chillers, which will save the facility money in the long run The staff also is considering occupancy sensors and other energy-efficient measures In fact, OCC officials are so pleased with the results of upgrading the building’s expansion, they now are working to get the entire facility certified The team hopes to achieve at least a Silver rating when the building is recertified ENHANCED VALUE FOR ANY BUILDING OWNER Like OCC, other building owners already may be close to qualifying for LEED-EB certification but simply haven’t tracked their buildings’ performance One of the most beneficial outcomes of going through the LEED-EB process is the discovery of what’s actually happening in the building 298 H O T E L C O N V E N T I O N S A L E S , S E R V I C E S , A N D O P E R AT I O N S INSIDE, RECYCLING CONTAINERS, KIOSKS AND A WALL DISPLAY THAT EXPLAINS THE FACILITY’S SUSTAINABLE MEASURES MAKE OCC A GREEN-BUILDING DEMONSTRATION PROJECT “I have a better handle on how well each piece of equipment is performing,” Spier explains “With the recertification process we’re keeping better records and performing mechanical tune-ups more frequently This gives us better operations now and should lengthen the facility’s life span and further reduce costs.” In addition, LEED-EB certification reaps benefits on social, economic and environmental levels As building owners conserve resources, they reduce a building’s environmental footprint by minimizing resource depletion and extraction, lessening fossil fuel use, generating less solid waste and minimizing the use of toxic materials By providing an improved workplace, building owners can reduce employee absenteeism and increase productivity With optimized systems’ operation, owners reduce building operating and maintenance costs and save money on their energy, water, sewer, waste and materials’ expenses Financial incentives for building upgrades and retrofits also frequently are available Certification also demonstrates environmental leadership to the community and building occupants Blosser said it helped OCC staff to think holistically about building operations, and the reporting process helps them demonstrate the positive effects of their efforts In addition, Blosser found LEED-EB certification to be a very viable marketing tool when speaking with clients across the nation; green practices are a growing request among organizations seeking conference facilities OCC now proudly displays its certification plaque in the building and on its Web site, www.oregoncc.org As building owners, tenants, employees and facilities’ staff come together to achieve LEED-EB, they discover how their facility truly performs, realize the importance of their day-to-day choices and make a difference in the quality of their workplace as they protect the environment Ralpb DiNola, associate AIA, is a senior design consultant for Green Building Services, a Portland, Ore.based professional consulting firm that helps clients successfully adopt green-building and -facilitymanagement practices He also is a LEED New Construction advanced faculty member Elaine Aye, IIDA, is a senior design consultant for Green Building Services and LEED Commercial Interiors faculty member DiNola and Aye can be reached at (866) 743-4277 or through www.greenbuildingservices.com INDUSTRY TRENDS AND RESOURCES 299 MATERIALS & SOURCES GLAZING—VIRACON, Owatonna, Minn., www.viracon.com LIGHTING CONTROL SYSTEM—LEVITON MANUFACTURING CO INC., Little Neck, N.Y., www.leviton.com Somerset, N.J., www.lighting.philips.com GREEN CLEANING PRODUCTS—COASTWIDE LABORATORIES, Wilsonville, Ore., www.coastwidelabs.com FLY-ASH IN CONCRETE MIXES—GLACIER NORTHWEST, Seattle, www.glaciernw.com STEEL FRAMING, 90 PERCENT RECYCLED CONTENT—VULCRAFT, Charlotte, N.C., www.vulcraft.com FIBER-GLASS INSULATION, AT LEAST 25 PERCENT RECYCLED CONTENT—JOHNS MANVILLE, Denver, www.jm.com CEILING TILES, 37 PERCENT RECYCLED CONTENT—ARMSTRONG, Lancaster, Pa., www.armstrong.com VINYL COMPOSITION TILE, 10 PERCENT RECYCLED VINYL—MANNINGTON, Salem, N.J., www.mannington.com METAL TOILET PARTITIONS, MORE THAN 35 PERCENT RECYCLED CONTENT—ACCURATE PARTITIONS, Lyons, III., www.accuratepartitions.com ROOF DECKING, 14 PERCENT GYPSUM—GEORGIA PACIFIC, Atlanta, www.gp.com LOW-MERCURY LAMPS—PHILIPS LIGHTING CO., The Oregon Convention Center LEED-EB TEAM OREGON CONVENTION CENTER Portland, www.oregoncc.org ■ JEFF BLOSSER, executive director ■ BOB SPIER, director of operations FACILITY OPERATIONS—METROPOLITAN EXPOSITION RECREATIO COMMISSION, Portland, www.mercfacilities.org ARCHITECTS—ZIMMER GUNSUL FRASCA PARTNERSHIP, Portland, www.zgf.com LEED-EB PROJECT MANAGEMENT—GREEN BUILDING SERVICES Portland, www.greenbuildingservices.com MECHANICAL AND ELECTRICAL ENGINEERING—CBG CONSU ENGINEERS, Portland, www.cbg-engrs.com 300 H O T E L C O N V E N T I O N S A L E S , S E R V I C E S , A N D O P E R AT I O N S Appendix B: What’s the Frequeny? RFID Badges Have Attendees Positively Beaming Like lasers, the Internet, global positioning systems, or any other technology that’s had a profound influence on our society, radio frequency identification (RFID) tags are starting to transmit their way into our daily lives, much to the delight of big business and the government An RFID chip is basically a very small chip (one-quarter of an inch across, if that) that is able to broadcast information over a limited range Because of security concerns, newer chips don’t broadcast unless they are “woken up” by a compatible reader nearby The information each chip broadcasts is usually nothing more than the electronic equivalent of “I am chip #337.” This doesn’t mean much, but when linked with an RFID reader, “I am chip #337” can translate into “Name: John Doe Company: XYZ Productions Shopping for: Lighting production, live entertainment, set decor.” Basically, any information that attendees put on a registration form can be programmed into an RFID chip If all of this sounds a little cloak and dagger, it is—the KGB supposedly developed RFID chips to help it track surveillance subjects, and before that, large RFID transmitters were used by the British during World War II to help them distinguish which planes heading toward London at night were theirs In the meetings industry, the most prevalent application for RFID is for “smart” name badges With a smart name badge, tracking attendees for educational credits, on the trade show floor, or anywhere else, is much easier The International Air Transport Association is calling for all luggage to be RFIDtagged by 2007, and declared, “The future is always knowing exactly where your bag is.” For meeting planners, this could be amended as, “The future is always knowing where—and who— your attendee is.” WELCOME TO THE MACHINE Although RFID chips and smart badges have been around for a few years, the 49th annual PCMA Annual Meeting at the Hawaii Convention Center last January probably marked their official debut into the convention industry mainstream At that convention, RFID “SmartBadges” were used to track continuing education unit (CEU) credits— attendees held their name tag in front of reader stations and then collected a printed receipt to prove their attendance The badges were also used to track overall attendance at general sessions; verify a delegate’s identity at the cyber cafe; and help people find their friends and colleagues during banquet seating As convenient as all of this is, says Corbin Ball, CMP, an attendee at PCMA and president of Bellingham, Wash.-based Corbin Ball Associates, as well as a partner in meetings industry technology consultancy Tech3 Partners, the dawn of the RFID age is just now upon us “We’re very much in the early adoption phase,” says Ball, who recently published an article about RFID technology on his website (www.corbinball.com) “We’re going to see lots of stuff come out of this It’s kind of like when the laser was invented—they had no idea how many applications would come out of it In the same way, I think RFID has a lot of potential for things—like exhibit marketing, lead retrieval, and all sorts of things in addition to what they demonstrated at the PCMA conference “The things I didn’t see there, but I think it really has huge potential for, is the marketing aspect for exhibits, and knowing how you can build a better exhibit hall for the traffic patterns through it, and those kinds of things,” Ball adds Tony Melis, vice president of business development at Washington, D.C.-based Laser Registration, the company that supplied the RFID SmartBadges to PCMA, says that the technology opens the door to a completely new way of collecting and using information “We’re helping meeting planners can exhibitors arm themselves with better data,” he says “We can report on traffic patterns, we can report on the people who come in and come out over time We can tell, in real time, that we have x number of first-timers or second-timers out on the trade show floor We can also tell exhibitors how many people are on the floor at different times of the day, so they can make sure people are at the booths or out walking the floor accordingly.” Organizations can take this information one step further and include even more demographic information, so exhibitors, for instance, can spend their time on the trade show where attendees will most likely have a genuine interest in their product Financial breaks on registration for attendees willing to be “pre-qualified” will likely be a thing of the very near future “I know that there are organizations that spend thousands of dollars trying to find out and analyze what kind of attendees are at a certain trade show, or prove to exhibitors what kind of traffic a show can draw,” Melis says “Then, for access control and security, I know there are times when it would be INDUSTRY TRENDS AND RESOURCES 301 nice to make sure in an unobtrusive way that the people who are in a certain room really belong there.” Melis says that RFID attendee-tracking also has applications for rating the popularity of speakers or new programs—putting a whole new spin on the phrase “vote with your feet.” “Let’s say that a planner has a gut feeling about a certain new program or speaker,” Melis offers “If we can read everyone going in and out of that presentation, we can see the average length of stay and traffic patterns in and out of the room—if it’s empty or halfway empty, we can see that maybe the subject wasn’t appropriate, or maybe the delivery wasn’t appropriate.” PRIVACY ON PARADE All of this is great for planners and exhibitors, but attendees might not be so thrilled After all, any technology developed to basically spy on people understandably causes some privacy concerns “It’s scary to people, and if you don’t understand it, the normal tendency is to fear it,” Ball says “I think there’s going to be a hue and cry—I mean, there are much bigger issues that we’re facing in terms of privacy, and I think that people should be rightfully concerned about government and corporate intervention into their own privacy This is going to play into those fears I think it all comes back to, ‘What is the trade-off?’ ” There are already organizations aligned against the widespread use of RFID, which some privacy advocates maintain will be so tempting for the government and big business to abuse that it’s a matter of when they cross the line, not if Or, as California state Sen Debra Bowen famously asked: “How would you like it if, for instance, one day you realized your underwear was reporting on your whereabouts?” “Not very much, senator,” is probably how most people would respond to her hypothetical question Just knowing that an RFID tag is in use to track your movements in a given environments is the first step to deciding whether you want to be tracked, experts note After all, the chips are small, but not microscopic, and can be removed from whatever they are attached to “You could have ripped off the RF tag on the [PCMA] name tags,” Ball contends “People have speed passes in their cars Those are RF tags, essentially Someone could conceivably set up some sensors and track cars as they go all around to different areas—that could be a [privacy] problem But, people are willing, happy in fact, to have those things in their car for the convenience of being able to sail through the fast lane on toll roads In the same way, if there’s a good justification for use—a perceived benefit for the attendee—I don’t think there will be significant push-back.” Ray Verhelst, vice president of Las Vegas-based Expo2.net, a trade show and event marketing technology company, has worked with RFID and some of the registration/lead-management companies His company has studied the privacy issues as well as the potential of hacking into RFID systems “The data which is stored on the device is completely under the control of the operator,” he says “Therefore, if certain elements of data could be considered as being questionable in a privacy issue, don’t publish it “The concept of an RFID tag is to be able to deliver information to a receiver freely within a predetermined proximity of the sending unti,” he continues “This eliminates physical counting, swiping or individual scans Furthermore, this memory-based technology can store and transport a much greater volume of information than any static—barcode, and certainly more data than a magnetic stripe This alone should make [operators of] traditional lead-retrieval systems nervous.” The issue, however, isn’t the medium but the message—the data itself—he contends Things get interesting when one considers that RFID chips can transmit much more information that is commonly shared on the trade show floor “Think about the last time you registered for a trade show and the volumes of information you had to enter to complete the registration process,” Verhelst says “Typically, there are tremendous demographic profiles you are required to complete before your confirmation arrives Now look at the lead device the next time you have your badge swiped You will see only basic information about yourself— none of the detailed information about your decision-making responsibilities, interests or objectives for attending this show Certainly, this information could be very important to an exhibitor trying to fulfill your request for product-specific information, right?” Of course, he notes, this is the eternal tug-of-war in all marketing endeavors—companies who are paying money to get their message out want to know who they’re reaching Trade show organizers need to prove that they have a qualified audience The consumer is left feeling like a roasted chicken in a room full of starving people Consumers often benefit from companies having knowledge of their needs and preferences, but increasingly it seems that even our personal health issues are no longer private Anyone who has 302 H O T E L C O N V E N T I O N S A L E S , S E R V I C E S , A N D O P E R AT I O N S researched a health issue online may have noticed a sudden spike in online advertising and e-mails that offer to fix their problem Imagine similar scenarios when walking into a drug store CONVENTION WISDOM Laser Registration’s Melis notes that for convention uses, his company has adopted the following criteria: 1.) The RFID has to be explained to attendees and the process has to be transparent; 2.) No special behavior of the attendee is required; and 3.) It has to be a disposable technology so that it’s affordable to planners and attendees can throw it away or let it expire “We’re very aware of any privacy issues that people might have.” he says “We like to explain that RFID is only valid if you are in a certain range of an antenna It’s more about getting an understanding of an aggregate flow, rather than getting a report on one particular person We encrypt this data, and we don’t store any personal information Before you could penetrate through that layer of encryption security, you’d have to be pretty sophisticated And, once you are outside the range of an antenna, it’s impossible,” he says At PCMA, Ball asked the people giving out badges if they had heard any complaints Two people were slightly concerned and asked about the RFID capabilities, but they seemed assuaged by the answers given to them “A few inquiries out of 2,600 people—I think it was perceived as value [But] I think that in general, in society at large, it will be a really big issue,” Ball says “I think being concerned about privacy is legitimate It’s the same thing when e-commerce started happening on the Web—that’s a perfect analogy You heard then, many times, people saying that they would never put their credit card on the Web Then, that same person happily hands their credit card to the waiter who takes it into the back room where it’s much more likely to get scanned than from a secure website So, it’s just getting used to the idea.” THE FUTURE A growing number of major retailers, including Wal-Mart, are requiring that their suppliers use RFID chips, and as of this writing there is a controversy raging over a California school that wants all of its students to wear RFID tags for their own safety Libraries across the country are hoping to balance convenience of book check-in and checkout with privacy concerns Hospitals are discussing incorporating RFID for a number of uses, and the Department of Homeland Security is considering RFID for passports and border control If there’s a good reason to track something, or someone, RFID is becoming the device of choice “In meetings, the commodity that you’re tracking is people,” Ball says “That can be used in dozens of different ways—but it really focuses around lead retrieval, exhibit marketing, access control, all those things that I’ve really seen focused around the attendee.” He says that a badge with an RFID tag in it currently costs anywhere from 50 cents to $2 As the costs go down, as they almost always do, the adoption rate will go up “It’s a refinement of how the processes are already done,” Ball says “It’s not a total revolution But, when the lasers were first developed, they had no idea it would be used for CDs and CD players and medical imaging and Lasik eye surgery—there are so many applications, and in the same way, the jury is still out on RFID I think it has great potential.” And that potential is poised to impact the meetings industry in myriad ways “Through our research and in my opinion, this type of technology has tremendous benefits for the conference and trade show industry,” Expo2 net’s Verhelst says “Realize that for an organizer to become directly involved with the lead-capture process would ultimately require them to become accountable for the quality and quality of leads generated In a word of unaudited shows, that could be a deathblow to many.” So, the brave new RFID world may have attendees beaming—their personal information and buying power, at least—but this doesn’t mean they’ll be happy about it The three keys to smooth adoption—or points on the pitchfork, depending on your perspective—are education, respecting privacy and making sure the use of RFID on the trade show floor is a benefit both to exhibitors and organizers as well as attendees Source: Krist, J Meetings West, April 2005 Appendix C: “Green” Advertisement Source: Meetings Guide to the West, 2006/2007 Edition 304 H O T E L C O N V E N T I O N S A L E S , S E R V I C E S , A N D O P E R AT I O N S INDEX A Accepted practices exchange, 14, 17f, 254, 257–283 Accounting procedures, 221 Advertising definition of, 132 distinguishing of, 127–130 examples of, 119–127 “green,” 304 trends in, 286, 287f–288f Advertising specialties, 132 Airline industry, 58 Alliance of Meeting Management Companies, 52 All-suite hotels, American Society of Association Executives, 21, 22f–23f AMMC See Alliance of Meeting Management Companies APEX See Accepted Practices Exchange Articles, 31 Arts market, 74 Association(s) avocational, 20, 25 budget of, 21, 24 characteristics of, 19 definition of, 20, 31 education programs offered by, 24 educational, 25 employment statistics, 21 professional, 25 purpose of, 20 resources, 29–30 spending by, 24 taxes paid by, 21 trade, 20, 25, 31 turnover in, 28 types of, 7, 25 value of, 24 vocational, 20 web sites, 30 Association agreement, 31 Association booth/stand, 31 Association Executive, 26 Association management companies, 7, 80–81 Association meeting planners description of, site selection by, 25–26 Association meetings and conventions annual convention, 27 articles regarding, 31–38 attendance range for, 27t board meeting, 26, 27t bylaw requirements, 27–28 committee meetings, 26, 27t decision-making process for, 26 delegates, 21 duration of, 25, 27t economic impact of, 20–21, 24 facilities used, 25–26 lead time for, 27 months for, 25 rotation cycle for, 27 seminars, 27 size of, 24 types of, 26–27 workshops, 27 Association of Realtors, 25 Association staff, 31 Attendee(s) scope of, 31 305 SMERF, 64 stereotype of, 1–2 Attendee brochure, 31 Attrition, 154–158 Attrition clause, 154–158 Audiovisual equipment description of, 207–208 microphones, 212 projectors, 211–212 screens, 209, 211 sound systems, 212 types of, 209, 211–212 Auditorium style, 202, 204–205, 217 Avocational associations, 20, 25 B Banquet beverage service at, 184 definition of, 197 dinner menu, 182f fees for, 184 food choices, 184 food functions, 179, 181–184 hors d’oeuvres reception, 181, 183f profit margins, 179 sample menus, 179, 180f, 182f setup styles for, 207 Banquet event order beverage service described in, 184 definition of, 186, 197, 226, 231 sample, 190f Banquet manager, 197 Banquet round tables, 207 Banquet service, 181 Beverage menu, 189f Beverages See Food and beverages Bid, 158 Billing procedures, 221 “Blanket” charge, 222 Block, 158 Board meeting, 26, 27t Board of directors style, 205 Booking, 158–159 Booths, 250–251 Bordeaux wines, 197 Box lunch, 197 Break, 197 Break-out rooms, Buffet, 181, 197 Buffet tables, 207 Burgundy wine, 197 Business card, 44f 306 INDEX Butler service, 197 By the bottle, 197 By the drink, 197 By the person, 197 By the piece, 197 Bylaws, 27–28, 31 C Campuses, Cancellation clause, 159 Cancellation insurance, 159 Cardioid microphone, 212 Cash bar, 185, 197 Caterer, 197 Catering, 194, 195f, 197 Catering sales manager, 197 Ceiling screens, 211 Center for Association Leadership, 21 Certification, for meeting planners, 45 Certified meeting professional, 45–46 Check-in, 159 Check-in time, 159 Check-out, 159 Check-out time, 159 Chef’s choice, 198 Chef’s table, 198 CIC See Convention Industry Council Citywide convention, 67 Classroom setup, 205, 217 Classroom tables, 205, 217 CMP See Certified meeting professional Collateral, 132 College campuses, Committee meetings, 26 Computer technology, 11, 213–214 Computerized group sales and event forms, 227 Conference centers, 5–6, 14 Conference style, 205 Confirmed booking, 158 Congress, 108–109 Consumer show, 250, 252 Continental breakfast, 198 Continental buffet, 198 Continental plan, 198 Contracted booking, 158–159 Contracts attrition clause in, 154–158 cancellation clause in, 159 elements of, 146 sample, 147f–152f Convention association See Association meetings and conventions booking of, 146 in-house travel agencies effect on, 59 national associations’, Convention and visitors bureaus advantages of, 107 benefits offered by, 102, 105–106 definition of, 105, 109 description of, 28–29 destination promoted through, 102, 103f–104f familiarization tours, 99–100 funding of, 98 hotel information, 107 joining of, 28 leads program, 102 marketing and communications department of, 99, 99f meeting planners and, 106–107 mission of, 98, 102, 103f–104f organizational chart, 98f site inspections, 99–100 Convention centers description of, 6, 109 function room assignments, 207–213 layout of, 206f Convention groups, Convention Industry Council associations as defined by, 20 economic impact study by, 2, 4f, 15f–16f glossary of terms, 14 Green Report, 290 press release from, 15f–16f Convention rate, 109 Convention sales and services manager, 249 Cordial, 198 Cordless microphone, 212 Corporate meeting(s) attendance at, 43 business sources, 46–47 decision making regarding, 42–43 lead times for, 42–43 micro-managing of, 53–56 seasons for, 40–41 site selection for, 41, 41t, 43 statistics about, 39–40 types of, 40, 40t Corporate meeting planners benefits of having, 47–48 description of, 7–8 job titles, 42 Crudite*p1s, 198 Cut-off date, 159 CVBs See Convention and visitors bureau D Dealer meetings, 40 Deposits, 221 Destination management company, 76, 81–83, 109 Destination manager, 109 Destination Marketing Association International, 20, 105, 107 Destination marketing organizations, 100 Discretionary tipping, 222 DMAI See Destination Marketing Association International DMC See Destination management company Dram Shop Acts, 186 Duoserve property, 178 DVD players, 212 E Economy associations’ meetings and conventions effect on, 20–21, 24 meetings and convention industry effects on, 2, 4f, 15f–16f Educational associations, 25 Educational meetings, 71 Employees gratuities for, 194, 221–223 labor unions for, 194 tipping of, 194 Environment, 290 Event management organizational chart, 200 Event planning software, 214 Executive mission statement, 110–113 Executive summary, 117 Exhibit booths, 250–251, 255 Exhibit designer, 255 Exhibit directory, 255 Exhibit manager, 255 Exhibit producer, 255 Exhibit stand, 255 INDEX 307 Exhibition(s) definition of, 250, 255 persons who plan, 251–254 Exhibition area, 255 Exhibition contractor, 255 Exhibition management company, 251 Exhibition manager, 255 Exhibition service contractor, 251, 255 Exhibition service kit, 251 Exhibitor, 255 Exhibitor lounge, 255 Exhibitor manual, 255 Exhibitor move-in, 255 Exhibits-only, 255 F Facilities for association meetings and conventions, 25–26 campuses, conference centers, 5–6, 13 convention centers, Familiarization tours/trips, 59, 76, 99–100 Floor plans, 214, 214f–215f, 251 Food and beverages banquet See Banquet beverage controls and procedures, 186 beverage setups, 184–186 catering, 194, 195f control methods, 192 description of, 177 employee issues, 194 function planning, 178–179 gratuities, 194, 221–223 guarantees, 192 head table planning, 193 labor issues, 194 menu planning, 178–179 organizational chart, 199 resources, 196 seller’s perspective on, 192–193 sponsors for, 191–192 summary of, 194 tickets used for, 192 tipping, 194 tracking methods, 192 union issues, 194 Fraternal public service organizations, 71, 73 Fraternities, 71, 73 French service, 181 308 INDEX Function book, 231 Function sheet See Banquet event order G General Services Administration, 67, 70 General session, 31 Government agencies, 67, 70–71 Government groups, 67, 70–71 Government meeting planners, 8–9 Gratuities, 194, 221–223, 231 Greening, of hotels, 286–291, 293–295 Ground operator, 76 Group arrivals/departures, 159 Group booking, 159 Group deposits, 221 Group meeting planner, 119–127 Group rate, 159 Group room block, 227 Group Sales department, Guaranteed late arrival, 231 Guaranteed payment, 231 Guaranteed reservation, 231 Guarantees, 192, 231 H Head table, 193 Health care meetings, 73 Hollow circular style, 205 Hollow square style, 205 Hors d’oeuvres reception, 181, 183f, 198 Horseshoe shape, 205 Hospitality suites, 185 Hosted bar, 185 Hotel(s) all-suite, conference centers vs., convention and visitors bureaus information, 107 corporate meetings in, 41 corporate planner contacts in, 47–49 function rooms in, greening of, 286–291, 293–295 Group Sales department, incentive travel ads, 62f–63f in-house travel agencies effect on, 59 marketing by, menu planning by, 178 preconvention review by, 223–224, 232 software programs used by, 11 Hotel and Restaurant Management degree, House brand, 198 Housing bureaus See Convention and visitors bureaus I IACVB See International Association of Convention and Visitors Bureaus Icebreaker, 181 ICPA See Insurance Planners Conference Association Incentive, 76 Incentive event, 76 Incentive travel definition of, 76 description of, 59–60 hotel ads for, 62f–63f by insurance industry, 65 9/11 effect on, 61 popular types of, 60 tradeshows, 60–62 trends in, 61 Incentive travel company, 76, 84–85 Incentive travel houses, 60 Incidentals, 221, 231 Inclusive, 231 Inclusive rate, 232 Independent meeting planning companies, 85–94 Industry trade show, 252 Insurance industry, Insurance meetings, 65–67, 67 Insurance Planners Conference Association, 65, 67 International Association of Conference Centers, 285–286 International Association of Convention and Visitors Bureaus, 104–105, 107–109 Internet, 58 Interruption insurance, 159 Invitation, 100 Island booth, 250 L Labor unions meetings by, 73–74, 77–79 for restaurant employees, 194 Lavaliere microphone, 212 Lead, 102, 159 Lead times for association meetings and conventions, 27 for corporate meetings, 42–43 Lectern, 217 LEED-EB certification, 289f, 296–300 Lighting systems, 213 Lowe, Steve, 122, 127 M Management meetings, 40 Market life cycle, 132 Market penetration pricing strategy, 132 Market positioning, 118–119 Market segments, 132 Marketing definition of, 132 of exhibition trade show, 252 sales and, 116 Marketing mix, 116 Marketing plan description of, 130 phases of, 119f sections of, 117–118 Marketing strategy, 118 Master account, 159 Master account folio, 221 Medical and health care meetings, 73 Medical meetings, 73 Meeting planners association See Association meeting planners certification for, 45 convention and visitors bureau benefits for, 106–107 corporate, 7–8 description of, government, 8–9 nonprofit organizations, union, 8–9 Meeting Professionals International, 52 Meeting room(s) audiovisual equipment See Audiovisual equipment design and specifications of, 213 function room assignments, 207–213 lighting systems, 213 overview of, 201–202 seat distance in, 205 setup styles, 202, 203f–204f with tables, 205 theater style of, 202, 204–205 INDEX 309 Meetings and convention industry economic impact of, 2, 4f, 15f–16f growth of, overview of, 1–2 technology advances, 11 trends in, 12t MeetingsNet, 65, 66f, 73 Menu(s) banquet, 179, 180f, 182f beverage, 189f Micro-management, 53–56 Microphones, 212 MPI See Meeting Professionals International Multiplier effect, N National Association of Catering Executives, 196 National Off-Premise Caterers Roundtable Association, 196 National sales meetings, 40 Negotiation articles about, 153–154, 160–162 description of, 141–142 importance of, 220 objective of, 153 New product introduction meetings, 40 9/11 incentive travel after, 61 2005 Meetings Market Report regarding recovery after, 9–11 No-host bar, 185 Nonprofit organizations, O Omnidirectional microphone, 212 On-site event planning accounting and billing procedures, 221 overview of, 219–220 Opaque projector, 211 Operator, 76 Opportunity analysis, 118 Overhead projector, 211 P PCMA See Professional Convention Management Association PCO See Professional Congress organizer Peninsula, 256 310 INDEX Peninsula booth, 251, 256 Per diem, 9, 71, 76 Pick-up, 159 “Pick-up” report, 230 Planner, Plenary session, 31 Portable microphone, 212 Postconvention review description of, 223 follow-up, 227 questionnaires, 227, 228f–229f Postevent report, 233–236 Preconvention review, 223–224, 232 Professional Congress organizer, 76 Professional Convention Management Association, 51–52, 67, 68f–69f, 216 Professional meetings, 40 Program of events, 224f–226f Projector stands, 212 Projectors, 211–212 Proposal definition of, 159 request for See Request for proposal tentative, 148–149 Q Questionnaires, 227, 228f–229f R Radio frequency identification badges, 291–292, 293f, 301–303 RCMA See Religious Conference Management Association Rear screen projection, 211 Refundable deposit, 76 Regional sales meetings, 40 Release date, 160 Religious Conference Management Association, 67, 70f Religious groups, 67 Rental charges, 160 Request for proposal definition of, 160 description of, 142–143 online, 143, 144f–145f sample, 166–176 Reservation, 160 Reservation center, 160 Reservation method, 160 Reservation request, 160 Reservation review date, 160 Restaurant employees gratuities for, 194, 221–223 labor unions for, 194 tipping of, 194 Revenue management system, 160 RevPAR revenue per available room, 160 Room block description of, 153, 160, 163–165 guest group, 227 Room nights, 132 Room occupancy pattern, 132 Roving microphone, 212 Russian service, 181 S Sales meetings description of, 40 lead time for, 42 Schoolroom, 205 Schoolroom perpendicular setup, 217 Schoolroom V setup, 217 SCMP See Society of Corporate Meeting Professionals, The Screens, 209, 211 Seating plan, 198 Second-tier cities, 13–14 Seminars, 27 Senior citizen market, 74 Service charge, 198 SGMP See Society of Government Meeting Planners Shoulder, 160 Site inspections, 99–100 Site selection for corporate meetings, 41, 41t, 43 for labor union meetings, 73 Site selection companies description of, 43–44 interview with, 44–45 web sites of, 47f, 51 Slide projector, 211 SMART badges, 291 SMERF attendees, 64 characteristics of, 63–64 definition of, 8, 63, 76 educational meetings, 71 example of, 64f fraternal public service organizations, 71, 73 government groups, 67, 70–71 Smoking room, 198 Smorgasbord, 198 Snifter, 198 Social dinner, 198 Social event, 198 Society of Corporate Meeting Professionals, The, 51 Society of Government Meeting Planners, 70, 72f Society of Incentive Travel Executives, 60 Soft drink, 198 Sommelier, 198 SOP, 198 Sorbet, 198 Sororities, 71, 73 Sound systems, 212 Special block, 160 Special event planning companies, 94–96 Specification guide, 232 Sports market, 74 Standard booth, 250 Standard operating procedure, 198 Standard projection, 211 Stationary microphone, 212 T Table(s) buffet, 207 set-up styles for, 205 spacing and placement of, 205, 207 Table microphone, 212 Tabletop booth, 250 Teams market, 74 Technical meetings, 40 Technology computer, 213–214 effects of, 11 Teleconferencing, 209 Tentative hold, 160 Tentative proposal, 148–149 Theater market, 74 Theater style, 202, 204–205 Third-party planning companies, 80–96 Tipping, 194, 222 Tour and travel market bankruptcy concerns, 58 familiarization trips, 59 hotel/convention industry affected by, 59 INDEX 311 Internet effects on, 58 overview of, 57–59 Tourism, 106 “Tourist tax,” 100 Trade association, 20, 25, 31 Trade center, 31 Trade day, 256 Trade fair, 256 Trade missions, 256 Trade publication, 256 Trade show(s) consumer, 250, 252 definition of, 250, 256 description of, 28–29 facilitation web site, 256 incentive industry, 60–62 industry, 252 marketing of, 252 planning guideline for, 252–254 Trade show organizers, 249 Trade unions See Labor unions Training meetings, 40 Travel, 106 See also Incentive travel Travel agencies, 59 Travel agents, 57–58 Tripod screens, 211 2005 Meetings Market Report description of, highlights of, 9–11 post-9/11 recovery, 9–11 sample, 12f 312 INDEX U Understays, 230 Union meeting planners, 8–9 Unions See Labor unions Uniserve property, 178, 198 University campuses, U-shape, 205 V Videoconferencing, 11, 209 Videotape VCR projectors, 211 Vocational associations, 20 W Wall screens, 211 Web sites association-related, 30 Professional Convention Management Association, 68f site selection companies, 47f, 51 Society of Government Meeting Planners, 72f Welcome cocktail, 199 Welcome reception, 199 Well brand, 199 Wines, 186, 187f–188f, 197 Working lunch, 199 Workshops, 27 Y Yield management, 160 .. .HOTEL CONVENTION SALES, SERVICES, AND OPERATIONS This page intentionally left blank HOTEL CONVENTION SALES, SERVICES, AND OPERATIONS Pat Golden-Romero Hospitality & Convention Industry... (and revenue), must communicate closely with the convention services manager Convention and Visitors Bureaus Convention and visitors bureaus (CVBs) can be beneficial to association planners and. .. planning and executing meetings in both hotels and convention halls began to undergo changes At that time, both independent and chain hotels alike relied mostly on business from vacationers and individuals