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Taking Your Meeting From Good to Great!
Robin V. HayesSenior Director, Conference Planning and
Professional EducationAmerican Counseling Association
Mary Sanchez-QuiggDirector of Global Accounts
Conference [email protected]
This presentation will cover:
• The key components for planning a meeting……
–Budget, timelines and history
–Discuss standard hotel contracts
–Post Event Reports
–Marketing your meeting
The Key to Success Begins with…
• A Budget
• Knowing your history and pattern
• Choosing a Date
• Location, Location, Location
• Timeline & Marketing Plan
Industry Changes
January 2012 – Present
•Business travel increasing again
•Occupancy levels now up to 2007 levels
•Group booking pace accelerated
•Average daily rates increasing
What lies ahead
• Consolidation of hotels is in full swing…look for more mergers and growth of limited service brands ahead
• The market has shifted to a strong seller’s one
• Deals are evaporating quickly; book now…hotels are pushing rate growth and limiting concessions
What does this mean to you?
• Brands must push revenue growth…deals are fading away quickly
• Service not a priority…why add and train staff?
• Cancelled/postponed renovation projects are underway-to your possible detriment
Develop Your RFPThings to include:• Name
• Dates• Event/Attendee• Room Block• Space Needs• Food & Beverage Minimum• Concessions and Critical Needs• Special requests
Overview of a Standard Hotel Contract
• Attrition
• Commissions, Rebates, and Concessions
• Guest Room Commitment
• Relocation
• Understanding Contract Terms & Clauses
Hotel Contract Basics• Any valid contract must have three
elements:
– An Offer
– Acceptance
– Consideration (something of value given for the promise of contract performance usually a promise or payment)
Attrition – Be Aware!
• Guest Room Attrition – The difference between the contract commitments and the actual number of sleeping rooms utilized or revenue generated.
• Food and Beverage Attrition – The difference between the actual food and beverage covers paid for or the total dollar amount spent on F&B vs. what is agreed upon in the contract.
Example of Attrition (Guest Rooms)
Guest room pick-up Room rental
80% to 100% No charge
70% to 80% $5,000
65% to 70% $7,500
Less than 65% $12,000
Food & Beverage Expenditures
• Cost Saving Ideas: Inquire about customize menu that fit within your budget.
• Ganging Menus – Ask what other groups are being served during the same mealtime. If the same menu is used by both groups you may receive a better price.
• Package Plans – Does the hotel or venue offer a package plan, which can include your meals, breaks and meeting space, and audio visual.
Contract Clauses to Consider
• Force Majeure• Walk Clause• Indemnification• Insurance Coverage• Americans with Disabilities Act• Rights of Termination For Cause• Cancellation
Post Event Report
• A report of the details and activities of an event is called a “Post-Event Report” or PER. A collection of PERs over time will provide the complete history of your event.
• The PER should be completed for events of all sizes, especially for those of 25 rooms on peak night and larger.
• Always a good idea to hold a meeting immediately following the end of the event and should focus on an evaluation (what went well/what did not).
Marketing Your Meeting
• Start by developing a marketing plan.
• Include your goals, both in attendance and in revenue.
• Develop tiered registration rates
• What vehicles will you use to advertise your meeting (publications, newsletter, etc.) ?
Marketing Your Meeting (Con’t)
• Keep content on website updated
• Printed pieces such as postcards, and/or fliers can be effective.
• Promotional email blasts- determine the message and frequency.
• Social media – consider offering promotional incentives through Facebook.
• Use Twitter to create buzz
Thank you for your time!
• Samples will be provided upon request for the following:– Contracts– RFP– PER
Please email request to Robin Hayes at [email protected]
