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JamesB. Ricketts Director Virginia BeachConvention &VisitorsBureau
Attendees seek value, limited risk in meeting destinations
As the group travel market continues its slow but steady return to health, what will your destination be doing to remain competitive? Working on “product” development. The newest project under construction is the LaskinRoadGateway,which will transform the area surrounding 31st Street and the oceanfront into an excit- ing gathering place featuring upscale shops, restaurants, hotels, and residential buildings—all in a pedestrian-oriented setting. Additionally, the city is working on an entertainment complex to be located at the oceanfront and a convention-center head- quarters hotel adjacent to the Virginia Beach Convention Center (VBCC).
What is your destination doing to help planners meet their goals for sustainability and CSR? How have requests for assist- ance in these areas changed over the past few years? The VBCC recently became the first LEED Gold–certified convention center for Existing Buildings (EB).We have also been working with the hospitality indus- try to encourage businesses to become Virginia Green–certified.We currently have more than 100 certified lodging options, restaurants, events, attractions, and partners.We have also started a social-responsibility initiative with UnitedWay so groups can give backto the community in ways that meet the goals of their organizations.
What, in your opinion, will be the top destination- selection criteria for meeting planners during the coming year? Do you expect this to change in 2012? The first criterion is value and “sizzle” for delegates. Virginia Beach offers both an incredible value—especially in the fall, winter, and spring—and “draw appeal.” Minimal risk— a smart investment and return on the event—is the second cri- teria; the third is flexibility in catering to planners’ wants and needs to create successful events. I believe groups will continue to use these criteria in the future.
94 pcma convene January 2011
If you could turn back time, would you choose to go back to the dominant way of doing business in and the general business environment of 2007? Why or why not? Most destinations, including ours, have faced budget cutbacks; therefore, we would like to go back to pre-2007 budgets. How- ever, Virginia Beach has always been direct-sales–oriented and flexible. In addition, we provide a high level of customer serv- ice. Since we have always tried to do what best meets the needs of our clients, we have not changed ourway of conducting business.
What innovations in the realm of social media/networking and technology in general will your destination be pursuing in 2011 and going forward? We are pursuing apps for all smart- phones that will meet the needs of meet- ing professionals and leisure tourists. These apps will also be available on the iPad.
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? People are looking for ways to save time and money by com- bining business trips with family time. They are also looking for more experiential travel options. Virginia Beach this year began a new experiential tourismprogramcalled “Live the Life Adventures” that will give groups the opportunity to partici- pate in experiences that take them behind the scenes, provide special access to venues, incorporate hands-on activities, allow them to become totally immersed in unique activities they may only previously have observed, and more.
IN THE PIPELINE: James B. Ricketts said Virginia Beach’s new proj- ects will make this destination even more appealing to groups.
LEADERSHIP PROFILE