bill this as a combination business meeting [and] family get-away. We have become the premier farm business event in Wisconsin. People talk about it and look forward to attending every year. Our exhibitors love it as much as our attendees and bring their families, too.
Hale: Our events are primarily educational conferences, so there
has not been a direct connection with the waterpark. The water- park atmosphere does, however, lend itself to a more casual event and interactive [environment].
MM: How did you make your agenda work to overcome percep- tions that a waterpark might provide distractions? Huber: It helps that the event is spread out over the course of a
few days. This way, there is time for both business and pleasure. Our event typically starts around 8:00 a.m. each day and finishes in the early evening. This allows the rest of the night as free time. We see many of our customers bring spouses and children, so while one adult is walking the trade show and checking out new products and deals, the other one is with the kids in the waterpark. We also have scheduled snack and refreshment times on the show floor to keep people in the convention area during show hours. Kavazanjian: We really didn’t change the agenda. We find that
what happens is our target audience brings along the spouse, kids, grandparents… and while they attend meetings, the rest of the family plays in the waterpark. Those who want to go in the wa- terpark come early, extend their stay, or go to the waterpark after meeting time. Hale: Our attendees have several breaks and a lunch hour, pro-
viding them with some personal time during the event. Since our events are all educational, this allows them time to check on their families.
MM: Did you encourage your attendees to bring their families along, and did you build in family time? What were the effects? Huber: We encourage families to come along to the event and en-
joy the waterpark and resort while the storeowner of the family can grow their business. Our invitation highlights key points and times of the trade show along with advertising the [waterpark]. The Kala- hari’s tagline is “Beyond Expectations…” and we like to leave that same impression on our guests. In regard to more free time, we also promote in our invitation to our guests to come and enjoy Prince Corporation’s Fall Booking Show, but stay an extra night and make sure they take full advantage of all the great things the Kalahari has to offer. Because many of our guests travel from out of state, they like to add an extra night to make sure they can do it all. This way, we do not have to compete so heavily with waterpark time. Kavazanjian: We actually added kids and spouse sessions to our
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program one afternoon, and people are taking time out from the waterpark activities to [attend] these. We also allow attendees to buy extra family tickets for our evening reception and final lun- cheon, which includes a speaker, to accommodate our attendees because some families want to join in these activities but don’t want the expense of a full meeting registration. Hale: When we host an event at a waterpark, we don’t need to encourage our attendees to bring their families - they simply do. We have not made any changes to our agendas; most times, [attendees’] guests are on their own.
MM: What advice would you offer a planner considering an event at a waterpark? Huber: I say if they can find a way to make it work for their events,
then go for it! Today, any “extras” you can offer will go a long way. Everyone has felt the pinch of this economy, and if you offer the glitz and glam of a waterpark with your event, that will entice peo- ple. Waterparks are enjoyable for all ages and relieve stress because it feels like a vacation. When people are on vacation - and happy - they are more likely to be open to new products and ideas. Kavazanjian: Try it; you’ll like it! Actively promote it as a great business meeting and family getaway. Hale: My only piece of advice is to take a close look at where your meeting space is in relation to the waterpark.
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"When we host an event at a waterpark, we don't need to encourage our attendees to bring their families - they simply do," Hale says.
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