Jack Ferguson President andCEO Philadelphia Convention& Visitors Bureau
Connecting planners to partnerships, sponsorships fuels CVBsuccess
What valuable lessons or good habits with respect to the meetings business have you learned over the past two years? We realize thatmeeting planners and show organizers, like all of us, are under tremendous pressure to justify all costs and the return on investment (ROI) of everything they do. Lessons learned from a downturn in the economy include the increased importance of “outreach” and connecting planners to partner- ships and sponsorships that make good business sense.
What is your destination doing to help planners meet their goals for sustainability and corporate social responsibility? How have requests for assistance in these areas changed over the past few years? Philadelphia was founded as the “Greene Country Town” byWilliam Penn. The Philadelphia Convention & Visitors Bureau (PCVB) has created a website— www.PhiladelphiaUSA.travel/green —to provide more information about Philadelphia’s green initiatives.We reach out early in the sales and relationship- building process to understand meeting planners’ and show organizers’ needs, both for their organi- zation and themselves. Identifying those early on helps Philadel- phia craft programs that encompass everything, including green meetings and social responsibility. It is part of our sales/service strategy for “Philadelphia—The Complete Package.”
What, in your opinion, will bethetop destination- selection criteria for meeting planners during the coming year? Do you expect this to change in 2012? No change—it’s the “New Normal” we’re living in.With the economy still slowly coming back, all-around costs and ROI are going to be the key factors in the decision process. Com- petition is steep, and everyone needs the business. Customers have choices; they are going to go where costs can be controlled and ROI can be met or surpassed.
82 pcma convene January 2011
What innovations in the realm of social media/ networking and technology in general will your destination be pursuing in 2011 and going forward? We’ll be offering newtechnology resources to help meeting plan- ners promote their meetings in a cost-effective manner, through social-media presence and strategy; city and customizablemaps; photos; videos; and animations.Wewant to provide technolog- ical tools, such as SCVNGR and wayfinding, that will help enhance the attendee experience. In March 2011, an expanded Pennsylvania Convention Center will open, featuring state-of-the-art technology.
How has attendee behavior changed over the past two years? Do you find that attendees are enjoying certain aspects of your destination that they didn’t before? I believe attendees’ No. 1 focus is learn- ing and networking. They want to meet peers and others that are faced with the same challenges and learn what they are doing to get to positive outcome. Regarding the destination selected, I feel attendees want to experience it like
a local.They want to walkaway and say, “I could not have got- ten that feeling anywhere else.” Philadelphia is authentic with its history, culture, architecture, and people.Attendeeswant to be a part of that when they are here. A perfect example is the Reading Terminal Market, which is a true melting pot and microcosm of Philadelphia at its best, with conventioneers, busi- ness travelers, tourists, and residents all enjoying the venue— and for very different reasons! Some attendees haven’t been here since their sixth-grade history field trip, and they come back to discover a vibrant, exciting Philadelphia.
THE REAL DEAL: “Philadelphia is authentic,” Jack Ferguson said. “Attendees want to be a part of that when they are here.”