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Taking Your Meeting From Good to Great! Robin V. Hayes Senior Director, Conference Planning Taking Your Meeting From Good to Great! Robin V. Hayes Senior Director, Conference Planning and Professional Education American Counseling Association [email protected] org Mary Sanchez-Quigg Director of Global Accounts Conference Direct mary. [email protected] com

This presentation will cover: • The key components for planning a meeting…… – Budget, 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 The Key to Success Begins with… • A Budget • Knowing your history and pattern • Choosing a Date • Location, Location • Timeline & Marketing Plan

Industry Changes January 2012 – Present • • Business travel increasing again Occupancy levels 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 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 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 RFP Things to include: • Name • • Dates Event/Attendee Room Block Develop Your RFP Things 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 • 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 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 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 80% to 100% 70% to 80% Example of Attrition (Guest Rooms) Guest room pick-up 80% to 100% 70% to 80% 65% to 70% Less than 65% Room rental No charge $5, 000 $7, 500 $12, 000

Food & Beverage Expenditures • Cost Saving Ideas: Inquire about customize menu that fit 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 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 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, 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 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 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] org