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Chicago’s Loss is another Orlando Gain. Chapter 4 Selling the Association Market. Convention Management and Service Eighth Edition (478TXT or 478CIN). Courtesy of Inverness Hotel and Conference Center. Importance of the Association Market.
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Chapter 4 Selling the Association Market Convention Management and ServiceEighth Edition (478TXT or 478CIN) Courtesy of Inverness Hotel and Conference Center
Importance of the Association Market • Associations fill 30 to 40 percent of the rooms annually at major hotel chains • The annual association convention typically includes a trade show and generates considerable revenue for the host hotel and city (multiplier effect) • Associations derive 32 percent of their annual income from conventions, exhibits, and meetings (@) • Associations receive income from convention registration fees, subleasing space to exhibitors at a profit, and by selling advertising space to exhibitors in publications and programs
Importance of the Association Market • Associations seek sponsors within the exhibitors for breaks / receptions / key cards / lanyards / other stuff • The association market is the most frugal and many properties prefer to book a limited number of association meetings. • Association meetings can be flexible with dates and often sales will try to book them to fill in gaps between corporate business. (Summer / Holidays) • Often do not produce significant F&B revenue and this has an impact on hotel / local outlets.
The Meetings Market by Total Expenditures While corporations provide a larger market in total number of attendees and meetings, the spending of associations is about two times that of corporations, mostly because associations generally include a trade show as part of their conventions. Total Direct Spending: $122.31 Billion
What Association Meeting Planners Look For Adequate meeting space (prefer to use only one property) • General sessions • Breakout sessions • Workshops and committee meetings • Food functions Enough guestrooms (continued)
What Association Meeting Planners Look For (continued) Adequate exhibit space—Should be close to housing Attractive location • Convenient for travel • Convenient for doing other business • Resort/recreation location Service • Reassurance that whatever problems arise during a group’s stay, the property will be able to handle them
Kinds of Association Meetings Annual Conventions • Most held with trade shows or exhibits • Usually include general session(s) with breakout and concurrent sessions • Usually include food functions (@) • Several hotels may host them State and Regional Conventions • May be sponsored either by national association or by state/regional associations (continued)
Importance of the Association Market • Recent Groups: • American Foundry (12,000) • American Locksmiths Association (5,000) • US High Speed Rail (500) • Florida Pre-Paid Legal (1,200) • Benevolent Association of Elks (5,500) • AREMA (1,200) • ADA (October 2011 = 70+ Affiliates) NOTE: All produced very little banquet F&B but did have positive financial impact on outlets.
Kinds of Association Meetings (continued) Conferences • Supplement the annual convention with a program on new developments Seminars/Workshops • For training or continuing education • Usually repeated in several locations Board and Committee Meetings • Often held in premier properties to reward members
Cycle and Pattern • Conventions are held on a regular time cycle (annual, biennial, semiannual) • Cycle often supplemented by regional conventions • Usually held in Sunday–Wednesday or Thursday–Sunday pattern • Most events held in September, October, or April–June
Monthly Meeting Pattern of Associations Five months with the most conventions: • October • May • April • June • September Five months with highest convention attendance: • October • September • March • February • January
Geographic Restrictions,Lead Time, and Kinds of Sites Geographic Restrictions • Groups sometimes limited to region or state by constitution • Interests of program may further narrow location options Lead Time • Conventions are usually planned 2 to 5 years in advance (@) Booked yes … Planned … ?? • The larger the convention, the longer the lead time (continued)
Geographic Restrictions,Lead Time, and Kinds of Sites Kinds of Sites • Depends on group size, complexity, and tastes and members’ affluence • Accessibility is important • Site should have a reputation as a vacation destination (continued)
Voluntary Attendance,Convention Duration, and Price Voluntary Attendance • Properties can help promote the event • Promoting spouse attendance means double-occupancy revenues, increased length of stay, and additional spending in the facility Convention Duration • National conventions average 3 to 5 days • Smaller events last 2 to 3 days • Seminars and committee meetings last 1 to 2 days • Auxiliary events before and after conventions • When exhibits are part of convention, convention lasts at least 3 days (continued)
Voluntary Attendance,Convention Duration, and Price Price • Guestroom rates are the planner’s main price concern; planner wants reasonable rates to attract attendees • Align prices to attendee profile • Past attendance is key to future selections (continued)
Association Meeting Decision-Makers • Association director • Association president and officers • Committee chairperson • Board of directors
Association Director, President, and Other Officers Association Director • Screens all suggestions and solicitations • Smaller associations are often serviced by association management firms • Meeting professionals are often employed by larger associations • Executive director is a key person for initial screening • Site selection committee often appointed by executive director • May hire Association Management Companies (continued)
Association Management Companies • Small associations often cannot afford the services of a full-time executive director • Many outsource the management to a multiple-association management company • These companies have the potential of bringing several convention bookings to your hotel
The Association Management Companies
Association Director, President, and Other Officers (continued) Association President and Other Officers • President’s power varies greatly among associations • Mostly involved in the final decision • Vice presidents, secretaries, and treasurers often become presidents in the future, so relationships with such officers should be carefully cultivated
Committee Chair, Board of Directors,and Local Influences Committee Chair • Sometimes gets involved in initial suggestion/screening Board of Directors • Usually have power of approval Local Influences • Local chapters often bid for national events • Salespeople can appeal to local members’ civic pride • Hotels often cover expenses for local delegate to present bid to national board • Emphasize hotel staff’s expertise and desire to execute meeting properly