IHT 3405 CONFERENCE AND MEETING MANAGEMENT BY AJ

IHT 3405 CONFERENCE AND MEETING MANAGEMENT BY AJ. KANYAPILAI K.

THE ROLE OF CONVENTION BUREAUS AND OTHER DESTINATION MARKETING ORGANIZATIONS

CONTENTS §Convention and Visitors Bureaus §Leads Programs §The Mission of Convention and Visitors Bureaus §International Association of Convention and Visitors §Bureaus (IACVB) §Summary §Review Questions

WHAT IS CVB? • A convention and visitors bureau (most often referred to as a “DMO” for “Destination Marketing Organization” or more recently “Destination Management Organization”) is the agency in a community whose task it is to represent that community to potential travelers and generate economic benefit to that community through visitor expenditures. https: //www. youtube. com/watch? v=Wj 1 qxiw. Qs_4

CONVENTION AND VISITORS BUREAUS The main mission of the convention and visitors bureaus (CVBs) is to promote and market that destination and its visitor services. The visitors can be convention delegates, tourists, or both. Convention bureaus can be funded through different sources.

The Primary Functions of the CVB/DMO are: • Research and Planning Data gathering and evaluation on both existing and potential target markets, tourism infrastructure, economic impact and business trends • Product Development Growing, expanding, and assisting current destination offerings and provide leadership in the development of new attractors and services • Marketing, Promotion, and Sales Based on research, the development of destination image and the communication of that image to target markets; converting potential visitors into actual visitors

The Primary Functions of the CVB/DMO are: • Community Relations Act as the primary tourism advocate, resource, & leader in the community; develop & operate partnerships with government, business, and others; lead community and local tourism industry to embrace and adopt tourism development goals. • Visitor Relations Through training and partnerships with the local tourism and hospitality stakeholders, the development and implementation of programs and services that enhance the visitor experience

CVB ORGANIZATIONAL CHART

SALES AND MARKETING The sales and marketing department is primarily responsible for identifying, developing, and obtaining commitments and then providing servicing and support. The marketing and communications department has a multitude of responsibilities directly related to the development of bureau publications and the writing of news stories and press releases. Other key areas include telling the bureau’s story not only to its own community, but also to the trade and consumer markets.

DESTINATION MARKETING ORGANIZATIONS Destination marketing organization (DMO) is a tourism or travel office. Their promotional focus is primarily on developing the leisure visitor, but we will briefly discuss these organizations here, as they work closely with a CVB.

MARKETING DEPARTMENT OF A CVB

LEADS PROGRAMS Leads program generated by their own convention sales department will be sent to member hotels and related services, that pay to receive them. Any of the recipient hotels that subsequently book rooms from this lead in turn will pay a fee or percentage to the convention bureau on the total rooms utilized.

PROCESS OF SALES

SITE INSPECTIONS AND FAMILIARIZATION TOURS Site inspections have become an industry standard. Conducted by the meeting planner, it is an in-depth tour and evaluation of a hotel under consideration for an event. The site inspection typically occurs after there has been a confirmation that accommodations and event space are available for the dates Familiarization (or “fam”) tour is often the first introduction to the destination, whether hotels or tourism attractions or both.

THE MISSION OF CONVENTION AND VISITORS BUREAUS Convention and visitors bureaus have one fundamental mission. Perhaps the most complete description of the services provided by a CVB is from Richard B. Gartrell, in his book, Destination Marketing for Convention and Visitors Bureaus.

KEY BENEFITS OFFERED BY A CVB ■ They represent area hotels at trade shows, which smaller properties may not have in their marketing budget. ■ They promote the destination as a whole to group market segments through marketing efforts and advertising placements. ■ They act as a coordinator between the meeting planner who may be considering multiple hotels at multiple destinations. ■ They offer cooperative advertising with hotels. Costs are shared so larger ads can be placed.

COMPARING CVB AND TCEP ?

SAMPLE PROMOTION ADVERTISEMENT

HAWAII CONVENTION AND VISITORS BUREAU

INTERNATIONAL ASSOCIATION OF CONVENTION AND VISITORS As discussed earlier, the lack of standardization within the convention-travel visitors promotion industry creates confusion for both buyer and seller. Meeting planners are encouraged to use their vast resources directly for convention and event planning at no charge. The following information is from the IACVB Web site and answers most initial questions planners may have.

SAMPLE OF EVENT ORGANIZATION w e n e h t i w p u e m o C n o i t a z i organ

MARKET SEGMENTATION The International Meetings Market • Corporate Meeting • Association Meetings • Incentive, SMERF and other markets

MARKET SEGMENTATION The International Meetings Market Corporate Meeting Association Meetings Incentive, SMERF and other markets

MARKET SEGMENTATION The International Meetings Market National Sales Meeting Professional / Technical Meetings Corporate Meeting Association Meetings Incentive, SMERF and other markets New Product Introduction/ Dealer Meeting Management Meeting Training Meeting

MARKET SEGMENTATION The International Meetings Market Corporate Meeting Association Meetings Trade and professional Associations Incentive, SMERF and other markets Educational Associations

MARKET SEGMENTATION The International Meetings Market Corporate Meeting Insurance meetings Association Meetings Incentive, SMERF and other markets Religious group Government Groups Educational Meeting Fraternal Public services organizations

Q&A ?