There are many economic advantages to destination cities, local convention centers (CCs) and convention and visitor bureaus (CVBs) when they all work hand-in-hand to entice clients to host events in their city. However, the most salient argument that supports the forging of this mutually supportive relationship has much more to do with what’s in the best interests of their mutual clients.
“Collaboration between the CC and CVB is the key to success because in the end it’s really all about the client and their needs,” said Cathy Keller, president of Convention Sales Professional International (CSPI) and director of sales for the Omaha Convention and Visitors Bureau. “In Omaha, there is a strong, supportive partnership between the CC, the bureau and the hotels that, in a competitive business environment such as ours, provides a seamless experience for our clients and makes it easy for them to do business with us.”
When a convention center and the local visitors’ bureau work together, it’s a win-win situation for everyone. The client benefits from a simpler, less cumbersome and time-consuming process because the bureau knows the city and the center knows its venue. The bureau and the convention center benefit because together, they can offer the best possible proposal to the client to win the business. The hotels, restaurants, transportation companies and local attractions benefit from an influx of the visitors they need to remain solvent, or even thrive, especially in a hard hit economy.
Collaboration and a synergistic relationship also promotes more intelligent layering of the convention center calendar by having real-time information on actual bookings versus having only possible targets in the pipeline.
In today’s challenging economy, budget is the primary consideration when clients are deciding where to host their conventions, so a competitive rate is essential if you want to get their business. The bureau functions as the broker for the client, coordinating all efforts on behalf of the city and working with local hotels and attractions (i.e., museums, tours, parks, etc.) to secure the most competitive rates.
In Tampa, for example, Tampa Bay & Co is the lead agency in marketing and promoting the destination on behalf of its hospitality industry partners. This CVB is ultimately responsible for providing strategy and guidance to identify possible groups that fit Tampa’s profile. TB & Co brings both the marketing budget and the sales staff into the equation to pursue long-term business.
Tampa’s Convention Center brings the inventory and expertise as the lead venue to host city-wide conventions.
“Unlike the hotel community, which has to be versatile in servicing not only hotel room guests, but also food and beverage events, convention centers specialize in producing events only,” said Eric Blanc, director, CSPI and director of sales and marketing for the Tampa Convention Center. “This specialization allows the convention center to play an integral role in the successful solicitation of city-wide business. The role of the Tampa Convention Center in relation to the CVB and hotels is similar to the role of an engine in a luxury car. Without the engine, the car may look great, but won’t be able to function as intended. You need both the engine and the car to get to your destination, which for our clients and us is a successful event.”
Strategies are what make CC/CVB collaboration successful.
“Collaboration starts at the top of the organizational structure with the CEO of the CC communicating with the CEO of the CVB,” said Linda Erickson, first vice president, CSPI, and director of sales for the Conventions and Meetings Division of Events DC. “Their leadership and willingness to work well together filters down through both organizations. While there will always be challenges in any relationship, the key is to work closely with each other in the best interests of those we are serving – our clients.”
Creating a partnership between the CC and CVB invites these two organizations, along with the entire hospitality industry in the destination city, to collaborate with one another to provide their clients with the best possible event experience.
“It all comes down to unsurpassed customer service,” said Stacey Knoppel, second vice president, CSPI and director of sales and marketing, Baltimore Convention Center. “When CCs and CVBs work together, they can meet the customer’s expectations. In Baltimore, our CC has three sales representatives who are paired with the CVB sales reps. From RFP to site visit to contract signing, they work and communicate, as partners. Although the financial goals of the two organizations are different, our goal is to meet the customer’s needs. Our ability to function as a team is what customers notice and appreciate, and want in a destination in which they are bringing their convention too.”
Convention Sales Professional International (CSPI)’s mission is to enhance the collaboration and partnership between sales professionals of convention centers and destination marketing organizations.
