HOTEL BUSINESS REVIEW
SEPTEMBER FOCUS: Hotel Group Meetings

Taking the Planner/CSM to the Next Level

Service Managers Provide Invaluable Services

By Denise Suttle Assistant Director of Convention Services, Albuquerque Convention & Visitors Bureau | September 2015

An event manager who can successfully assist a meeting planner to create a smooth, trouble-free event is an extraordinary asset for any hotel. The relationship between the meeting planner and the event service manager creates loyalty that drives repeat business for a property or brand. Erin Wade, divisional director, catering sales & event management, North America, at Starwood Hotels and Resorts Worldwide, believes that event managers are an integral part of the sales team. “They work 24/7 with our planners prior to an event". Wade continues, "They are the last link in the detail chain, and we need to invest and ensure they are experts and educated. If you think about it from the hotel perspective, if your event managers are not asking the right questions, if they're not getting the right details and really being capable to be that expert in regards to the program, we'll never be set up to succeed operationally.” Without a proper operational set-up, an event will have issues or problems that arise. These issues could hinder the hotel from rebooking the business. “When you think of the relationship of the event manager and the meeting planner, they are working so closely together, almost 24/7,” Wade said. “Oftentimes, the relationship with the event manager is just as strong, if not stronger than with the sales manager because of what the two of them go through in the process of planning the meeting.” **Understanding the Meeting and Audience** A key skill for the event manager working with the meeting planner is the ability to understand the event and who is attending. “You could have a 20-person day meeting that you think is a normal meeting, but in reality it's a board of directors meeting that's filled with CEOs,” Wade said. “It's really important to understand who the audience is and what the goal is.” Joe O'Donnell, CMP, associate director of event management at the Walt Disney World Swan and Dolphin Resort and the Event Service Professionals Association's (ESPA) Convention Service Manager of the Year, also stresses getting to know the organization and the group coming in is key, along with a thorough understanding of the organization and the meeting's goals. The group's goals can then be aligned with the hotel's amenities to maximize client delight and revenue for the property. “In a best scenario, what the event manager aligns with those goals is also income generating,” he said. “In an ideal world, the sales manager and the event manager have a cohesive partnership and understand the program from the get-go,” Wade said. “Hotels with the best event service professionals involve the event manager at the site-inspection phase so that the meeting planner can get to know the person that they will ultimately be working with.” Event managers are instrumental in helping meeting planners succeed and reach their potential. “I've always said it's our job to make our clients look great,” she said. “We want their boss to say 'That was an amazing event. Thank you so much,' and really make the meeting planner look like the hero. Thinking of ways assist a client to ensure their meeting is amazing always needs to be top of mind.” Another skill the top event service managers possess is the ability to have a 20,000-foot perspective and to evaluate what could go wrong and not be scared to address any potential problems with their client. “Have the confidence to be able to talk to the planner and make sure that if you think something might not work, you're being transparent about it,” Wade said. “You don't want to set that person up for failure.” **View from a Different Perspective** Going above and beyond as an event service manager also means thinking about all aspects of an event, and the events prior and beyond. One example of how an event services manager can offer more value to a client is to help the meeting planner maximize the budget. “We might be able to save them money on a centerpiece by simply putting a bowl of lemons, limes and oranges (which recognizes we are in Florida), on the table and that could be given to a food bank at the end of an event, which helps with the client's PR, O'Donnell said. “The money that they saved on the floral could be used toward the food, which helps our revenue and focuses the client's spending in the right direction.” Suggesting creative branding ideas is another way O'Donnell offers value to his clients and his hotel. For example, he will suggest a branded drink for an event that is served in the bars. “If they haven't considered branding, it's something we might bring to their attention, even if it's a smaller client,” he said. “They might not be aware they can brand the bar. We've gone to great lengths to help groups understand the value of branding and sponsorship.” Branding the bar can lead to an increase in sales because attendees want and will order something exclusive and special for their event. Event service managers can also be a resource for smaller-budget clients by looking to see if there is an opportunity for groups or events to work cooperatively for mutual benefit. “If the group before or after has a bigger budget and is in the same room or we can work out the space so they can be in the same room, we might be able to piggyback on the trussing or production that was in the room,” said O'Donnell. “PSAV is our AV partner so a lot of that falls on our partnership with them.” O'Donnell will also look at what's being sourced with the destination management companies to ensure that his customers' dollars are being spent in the wisest way. For example, if he can source linens from his hotel and save his client money, that money could be spent elsewhere, preferably at his property on revenue drivers such as an upgraded menu. **Creative Thinking** With one of the busiest locations in the United States, O'Donnell hosts meetings from intimate groups of 15-20 to 10,000. Hosting 10,000 people requires the event service manager and the meeting planner to find enough space in his hotel and neighboring partner hotels to work through the logistics of seating and moving attendees between sessions and catering. One way O'Donnell problem solves and deals with challenges, such as a large group outgrowing the space his property offers, is to think outside the four walls of his hotel. Creating enough space may mean developing relationships with nearby properties and having tents built in the parking lots that are larger than anything in the area hotels. “In order to build these tents, the hotel empties two of our larger parking lots, which requires hotel staff to park off-property for a three-week period,” said O'Donnell. “Not only does the tent build require the removal of light poles, but we have also removed all the small trees and resurfaced all of our larger parking lot and half of another to make better use of the space. We work closely with the group to ensure that there is enough seating for general session. This has included broadcasting general session to our sister hotel's ballroom as well as to our neighboring partner's Disney Yacht and Beach ballrooms, in addition to smaller VIP rooms.” Going above and beyond the banquet event order, O'Donnell works with local government officials to ensure guest safety in the tents. He uses all of his hotel staff to ensure a smooth event and help attendees get to where they need to during mealtimes and sessions. **Using Local Resources to Drive Repeat Business** In addition to making sure tents are up to fire code—which is a service clients might not expect—to make an event more unique and memorable, O'Donnell is a proactive resource at his location in central Florida. In Lake Buena Vista, Fla., he has the theme parks of Walt Disney World steps from his front door and Universal Studios are a short bus ride away. Showcasing these local resources for a special reception or “downtime bonus” allows attendees time to network and get to know each other in a more relaxed setting, while building awareness of the amenities nearby. O'Donnell will also attend a theme park with a group of meeting planners as a way to build relationships. Flaunting attractions or resources is one way event service managers can promote their locations as destinations worthy of a return trip for another year or a leisure trip. **Future of Industry Experts Depends upon Education** “The future of event planning is with authentic experiences; it's not just about sitting in a room—it's allowing people to enjoy the event they are attending,” Wade said. Everyone wants something that sets their meeting apart and gets people engaged. When you are able to provide unique experiences and speak to what's important to the meeting planner that creates loyalty.” Event service managers, who are the experts on their properties and the industry as trusted advisors, are key personnel who collaborate with meeting planners to create the very best events possible. To do this, the event managers need to stay on top of the latest trends. Wade suggests examining the development opportunities that are available for event managers. “It's great to send event managers to networking opportunities,” Wade said. “They should be well-connected and they often know several people in the meeting planning industry, just as much as sales. I highly recommend leveraging the knowledge of these experts in the field to help create relationships with meeting planners to book more business and ultimately drive revenue.” Educating the event managers will also help the sales managers. “Really taking the time to invest personally within ourselves is going to be important,” Wade said. “If there are webinars that pop up or education through Meeting Planners International or ESPA, I really recommend that people take the time. It's not only personally gratifying, but you'll be amazed at how our customers and meeting planners appreciate it because they might not have the time to know that information and the fact that you do speaks volumes to your expertise.”

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Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

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Recruitment Resources and Frameworks: Talent Management and Outsourcing Opportunities!

By Robert O'Halloran, Professor & Director, Hospitality Management, East Carolina University

Work force needs, recruitment and staffing have long been significant challenges in the hospitality industry. Despite its role as the main contributor to the national income in many countries, the hospitality industry has been facing issues linked to low productivity, high turnover and limited personnel capabilities. This issue has also been compounded by the COVID-19 pandemic and recovery to pre-pandemic employment levels is still a goal. Lodging decision makers and recruitment specialists need to plan and assess recruitment and staffing models, agencies, costs, environment, morale, and the effectiveness of talent acquisition alternatives. David Kong, former CEO of Best Western...

Re-Imagining The Outdoors: Building Hospitality Brands at The Gateway to Nature

By Matthew Mering, Executive Vice President of Hospitality, Waterton

There is a distinct magic in stepping outside and being instantly immersed in nature. For many travelers, the draw of the outdoors isn’t just about escaping the city or disconnecting from screens; it’s about a deeper sense of freedom, possibility, and connection. As travel patterns evolve, hospitality brands operating near national parks and outdoor destinations are uniquely positioned to shape how people engage with the natural world. What was once a niche offering, has become one of the most dynamic and in-demand sectors in travel, fueled by the rising appetite for meaningful, adventure-driven experiences. As more travelers prioritize wellness, mental...

Understanding Hotel Liability for Trafficking Allegations Under the TVPRA

By Shubhra Mashelkar, Partner, Weinberg Wheeler Hudgins Gunn & Dial

The hospitality industry is facing increasing legal scrutiny over its role in human trafficking. A key driver is the civil liability provision in the Trafficking Victims Protection Reauthorization Act (TVPRA), 18 U.S.C. § 1595(a), which has led to a surge in lawsuits. Courts are now assessing when hotels and other businesses can be held liable for trafficking that occurs on their premises. As case law develops, industry leaders need to understand how these rulings are shaping their legal responsibilities.1. Context: The Evolution of the TVPRA and its Impact on HotelsThe Trafficking Victims Protection Act (TVPA), enacted in 2000, was designed...

How to Successfully Create a Diverse and Inclusive Workplace

By Heather Berti, Senior Vice President of People Services, Arlo Hotels

Workplace culture can make or break a company. It’s the talent and individuals that contribute to a business who define its success from the beginning. According to Deloitte, 83% of executives and 84% of employees believe that having engaged and motivated employees is the most important part of a company’s success. It is easy to promise your employees and audience that you strive for a diverse and inclusive work environment, but the execution of this promise is where many companies struggle. Creating a truly inclusive workplace goes beyond just making statements or setting policies; it requires continuous effort, commitment and...

Training and Hospitality Education: Trends, Methods, and Options

By Robert O'Halloran, Professor & Director, Hospitality Management, East Carolina University

Training and development are an arm of a wider education umbrella and a key tool for gaining hospitality expertise and professional development progress. Training involves a combination of industry content, techniques and methods connected to operations and emphasizes learning for the advancement of the hospitality industry. There are many variables in training, including industry content knowledge and application for hospitality, guest service, cross-cultural awareness, innovation, sustainability, leadership, and technology. Furthermore, there is a need to match the skills of an individual to their jobs and position responsibilities and to tie innovation and technology to knowledge, skills, abilities, attitudes, and values....

Revolutionizing Tipping Culture: The Digital Transformation in North America's Hospitality Industry

By Adoniram Sides, SVP, Hospitality, Lightspeed Commerce

Tipping culture in North America has long been ingrained in the fabric of the hospitality industry. For decades, customers have shown appreciation for good service by leaving gratuities in various forms, ranging from cash to credit card slips. However, with the advent of digitalization, this age-old practice is undergoing a significant transformation. In order for the hospitality industry to maintain the best standards of practice for their customers, we need to better understand how tipping is evolving, explore its impact on the hospitality sector and how businesses are leveraging technology to address staff shortages and boost employee motivation. ...

The Best Marketing Tactic for Hotel Tech Vendors to Drive B2B Sales Leads, More Quickly

By Jennifer Nagy, President, JLNPR Inc.

As everyone who works in sales or marketing in the hospitality technology industry knows, the eternal struggle is figuring out how to differentiate yourself from the crowds of competing tech vendors, while driving as many potential sales leads as possible. As consumers’ buying preferences and the overall market changes, so does the efficacy of traditional B2B lead generation marketing activities. Of course, high-quality content marketing (i.e., tipsheets, guides, how-to articles, whitepapers, etc.) will always drive some leads, over time, but it requires active marketing for the content to be effective, which is time-consuming and can have a low ROI...

HOTEL BUSINESS REVIEW SEPTEMBER FOCUS: Hotel Group Meetings

Taking the Planner/CSM to the Next Level

Service Managers Provide Invaluable Services

By Denise Suttle Assistant Director of Convention Services, Albuquerque Convention & Visitors Bureau | September 2015

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HOTEL BUSINESS REVIEW
SEPTEMBER FOCUS: Hotel Group Meetings