Florida

Today’s meeting planners need to ensure every dollar will bring maximum return, attract delegates and withstand the scrutiny of management cautious about spending. Also, today’s meeting attendees, especially association delegates, are looking for a destination that makes it easy to bring their family along and combine business with pleasure.

With so much focus on meeting spend these last 18 months and destinations that offer good ROI, planners now have a very clear definition of “value.” And it looks a lot like Florida.

“Destination matters—where you hold your meeting is as important as the program content,” says Eileen Forrow, VP of Sales/Marketing for VISIT FLORIDA. “When we talk about Florida and the fact that there’s a mass of things to do, the incredible values, the beautiful weather, and the facilities we have, all of that makes a difference to the meeting. But the setting has an important impact also. When you’re in our type of environment and you look out, it’s not snowing, it’s not rainy and dismal. There are palm trees around, the sun is shining and it just makes people be more upbeat.”

Put 500 attendees on a grand terrace overlooking a sapphire blue sea and sparkling white beach and serve lobster quesadillas or stone crab. That makes anyone feel special. Rent a boat in the Florida Keys or Jacksonville. Book a theme park in Orlando. Take everyone out for fusion cuisine in Miami or Fort Lauderdale. Organize a golf tournament at some of the world’s best golf courses. Experience America’s best rated beaches on Florida’s west coast. All of these make incredible memories, foster deeper relationships and fully engage your audience.

But most importantly, Florida means business. Big business. With almost 20% of out-of-state arrivals visiting for work-related purposes, VISIT FLORIDA created the City Wide Meetings Grant as an incentive for conventions new to Florida to book Florida through 2016. Application for the grant needs to be approved by June 30 this year, with monies awarded to provide marketing support for meeting attendance.

“As an example, Orlando just got the Plastics Convention and then, of course, the Republican Convention is in Tampa,” says Forrow.

So just how is Florida uniquely positioned to draw group business? Forrow points to a comprehensive list of important, value-packed qualifications:

• Convenient air accessibility, an impressive array of meeting accommodations and convention centers, and passport-free travel to a tropical destination for US residents.
• Budget-friendly, year-round values make it easy to stretch meeting dollars.
• Florida Green Lodging-designated properties can be found throughout the state.
• Planners can create excellent teambuilding events or simply enjoy the many water activities such as boating, fishing and ecotourism. Plus, the lineup of spectacular golf and spa venues are among the most impressive in the world.
• Florida thrives on tourism so the legacy of quality and service is everywhere to assure the success of meetings, incentives and an unlimited array of pre/post options.

“Everybody is becoming more and more flexible,” adds Forrow. “I think creativity is coming to the forefront now, as to how unique and how different can you be, and what can you provide to the planners right now that helps them when they’re going through a challenging time. Again, a lot of our industry is presenting additional value.”

We talked to a wide variety of Convention Bureaus across Florida to determine the state of the meetings industry in 2011.

We learned increases in both RFPs and bookings are apparent for 2011. Things look even more positive for 2012, but suppliers and CVBs are still providing extra value in many ways.

Planners are looking for flexibility in room rates but there’s more interest in other concessions such as comps for receptions and WiFi, discounts for F&B, assistance with transportation, and sponsorship from CVBs.

Associations, meanwhile, are asking hotels for no attrition and CVBs for support with marketing, PR and social media. And many groups of all shapes and sizes are requesting help finding the best local CSR activities.

So the values are there, no matter how you define them. As Forrow says, “It’s good business to do business in Florida.”