outlook 2019
adds. “One of the key takeaways, at least from my perspective, is that millennials are moving deeper into the role of meeting professionals. Priorities of those millennial meeting planners include the features of meeting facilities, staff friendliness, the quality and diversity of food and beverage options, and of course, profitability.”
“We also see a trend toward using more visual social media, such as pictures of farm-to-table menus and other amenities as ways to open communication and to convey information,” he adds. “We are seeing more creative design at convention centers and other meeting facilities. Standard room sets (like classroom-style seating) are less appealing to attendees. There is an increased interest in utilizing breakout areas for patrons to socialize, conduct business, and network.”
In addition, social media is driving organic interactions outside of tradi- tional program constraints. Spontaneous subject “meet-ups” are gaining popularity, especially among millennials. Owning this digital space is becoming more of a priority for meeting planners. McNichol says that venues need to recognize this trend and work with meeting planners to help facilitate and accommodate this new approach.
“In Philadelphia, we anticipate that 2019 will be one of our strongest convention calendars since the early 2000s,” McNichol asserts. “There are a few different things that are driving that success. First, we made a commitment to listen to our customers, understand their priorities, and adjust the way we operate. It was a cultural and organizational change that we consciously undertook. Our commitment to innovation and cre- ative design is always on the minds of our leadership and team mem- bers. Customers appreciate that their voices are being heard and that changes are being made based on their feedback. The meeting and event industry is very closely knit, so that type of genuine focus on understanding customer needs and then following through on it quickly spreads by word of mouth.”
“Second,” he continues, “at the Pennsylvania Convention Center, we are fortunate to have one of the most versatile buildings in the country with
more than one million square feet of saleable space. That provides a solid foundation for our sales efforts that puts us in the running to win business. But what we are finding really sets us apart from many com- petitors is our location in the heart of Center City Philadelphia. As a result, we have an incredible inventory of nearby hotels at a variety of price points that appeal to many meeting planners.”
In addition, McNichol notes that attendees and exhibitors also have the benefit of a range of experiences within walking distance of the conven- tion center. This includes historical attractions, museums and other cul- tural venues, restaurants and cafes, nightlife, and more. “In the years ahead, I believe meeting planners who recognize the value of these out- side, add-on experiences - and use them as a selling point - will see greater success in driving increased attendance and exhibitor participa- tion in their event.”
In addition, the center’s marketing partner, the PHLCVB, continues to strengthen its marketing efforts in Europe, China, India, Australia and other overseas markets. The city’s success in hosting major events in recent years, such as the World Meeting of Families and the 2016 Democratic National Convention, has helped to keep Philadelphia front of mind for meeting planners in the region, across the U.S., and also internationally.
“Overall, I am very happy with the direction we are headed,” reflects McNichol. “In the coming years, I intend to focus heavily on identifying new, innovative ways to reach our customers. For example, we will host a meetup interaction focused around a unique farm-to-table culinary experience for our customers during the 2019 Philadelphia Flower Show. We are planning to host additional customer interactions with a similar focus - delivering an experience for our customers while show- casing our facility and amenities - throughout the year. And… we want to continue to play the role of ‘connector,’ where we help meeting plan- ners to lay out a holistic experience for their attendees.”
There is much to look forward to with the start of a brand-new year. The hospitality industry is buzzing with excitement over the new opportunities that 2019 will bring. The insight offered by each of
these industry experts provides perhaps a glimpse into the future of meetings and events throughout the Mid-Atlantic region.
4 6 Januaryz February2019
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