Corporate meetings and events are, indeed, big ti cket i tems for hotels, convention centers and destination si tes. However, associations and SMERF ( social , mi l i tary, educa- ti onal , rel i gi ous and fraternal ) groups hold great signi fi cance and appeal among destination manage- ment organi zations, CVBs and a wide range of venues, as wel l .
Association conventions and trade shows frequentl y draw greater over- al l attendance numbers than corpo- rate events whi le also offering another money making factor that adds to thei r appeal - the guests who accompany these association members to such functions.
In recent years, the SMERF mar- kets have grown beyond original composi tion. Some industry fol low- ers refer to "advanced SMERF," whi ch includes: special interest, ethni c, talent and sports concerns. 26 July August 2014
T
he sports segment, in particular, represents major impact. Edward Harris, the new vice president, mar- keting and communications for the Valley Forge Tourism and Convention Board (VFTCB), is seeing an uptick in local, regional and national sporting affairs.
“We’re targeting both indoor and outdoor meetings to be held throughoutMontgomery County (PA)," Harris notes. “For exam- ple, the Greater Philadelphia EXPO Center in Oaks boasts 250,000 uninterrupted square feet. This is ample space to erect 19 full basketball
courts.The Blue Chip basketball league play- offs have been held there. This is one of the most high profile college recruiting events for girls in the United States.”
Recent sports alliances opting for the region in and around Valley Forge include: the American Bike Association (ABA), a United States-based Bicycle Motocross (BMX) sport’s governing body; and the North American Gay Volleyball Association (NAGVA).
ABA,which is the largest BMX-sanctioning body in the nation, rode into Pottstown’s Trilogy State Park for its Quaker State Nationals last year and will return for the 2014 competition in August. Another repeat success is the NAGVA Philadelphia Brotherly Love Classic - launched in 2013 at Competitive Edge Sports in King of Prussia. Several hundred volleyball players from across the country will join forces, forge friendships and enjoy tournament games as part of the event next month.
These organizations,as well as SMERF groups,are beginning to experience a shift in how the Valley Forge Tourism and Convention Board presents its vast menu of meeting plums to planners.
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