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TheWest Iwww.thewest.travel


tionships provide a critical context for learn- ing. As a marketer, nothing replaces the nuances learned fromothers in a direct inter- action. For association leaders wanting to provide the most relevant services to mem- bers, face time with members in a conference setting provides the most critical learning opportunity of the year for planning pro- grams and services as well as delivering them. Value systems in theWest allow for dele-


gates to unplug and even celebrate the con- cept ofshutting down electronic communications and focusing on direct interactions.While our conference centers are high-tech, the context is one ofgetting past technology to sharing direct conversa- tions, the outdoor landscape, and healthy recreational pursuits. From large cities to small, theWest cele-


brates a back-to-basics approach. It’s the perfect context for bringing people together to interact with each other and actively engage in learning. Here in the Eugene, Cascades, & Coast


region, we work with planners to incorpo- rate authentic adventures of all kinds, from rafting pristine rivers, to experiencing giant sand dunes, to relaxing at area wineries, to simply walking our metro area’s natural riverfront paths or nearby old-growth trails. Incorporating the natural landscape into participants’ schedules makes for a sense of renewal and complete satisfaction with the destination experience.We believe in our destination so much, we fly planners in and host them on individual site tours to experience it for themselves. KariWestlund President & CEO Eugene, Cascades, & Coast Travel Lane County


Creating ‘Relationship Capital’ Our industry faces the worst recession in our history, so it’s natural for businesses to reevaluate their travel and business-meet- ing costs. All corporations and associations


64 pcmaconvene March 2010


GOINGWITHTHE FLOW: Whitewater raft- ing on the Payette River near Boise





must reinvent themselves and be prudent with their expenditures. They also realize that their most important assets are their employees—the human capital needed to help create monetary capital and relation- ship capital—and their ability to effec- tively reach, acquire, and retain customers. That means collaborating, educating, shar- ing ideas with each other, innovating, and creating lifelong relationships.Meetings and travel facilitate all these efforts and are vital to our overall economy. What happens when amajor industry or


global problemneeds to be addressed? A summit is called so world leaders can meet face-to-face to educate, collaborate, and engage to build relationships. That illustrates the importance ofmeetings worldwide. Tucson and theWest provide the allure of


the pioneer spirit.We offer inspiring natural beauty that complements our boutique hotels, resorts, spas, ranches, and a variety of meeting and convention options.All ofour partner hotels are providing value-added and attractive packaging comparable to those offered by many other cities—plus Tucson is offering an opportunity to save up to $30,000 on planners’master accounts. It’s a simple programbased on the number ofgroup rooms booked in Tucson for any future year based on a two-night minimum,with greater rewards formultiple-year bookings. (Go to www.TucsonOnUs.com for details.) Why not meet in an environment that


provides breathtaking natural beauty, dis- tinctive history and culture, and abundant outdoor pursuits that lift the spirit? Richard A.Vaughan, CDME, CTA SeniorVice President Metropolitan Tucson Convention & Visitors Bureau


FIELD OF DREAMS: Silver Lake Winery in Washington’sYakima Valley


‘We Still Prefer the One-on-One Opportunities’ Last spring, the Council for Research Excel- lence released findings that the average


www.pcma.org


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