techslog

By Joh Vanzile

You know something is wrong when the destination for the annual sales meeting overshadows the meeting itself—and not in a good way. Unfortunately, that's what happened recently for AtHome America, a direct sales organization based in Alsip, Ill., that relies on in-home parties to sell home goods. The company's annual sales meeting was held in a major East Coast city—but unfortunately, the hotel was situated in a seedier section of town. While the meeting itself went well, according to Jill DeBord, an executive with AtHome America, the choice of destination became a leading topic of conversation among attendees.

This was the hard way to learn the importance of a good destination. Many companies, when planning sales meetings, don't give much thought to the destination itself, because they are so focused on the content. While content is important, the destination cannot be ignored. An enticing destination can increase attendance, excite employees and enhance the central message. But picking a good destination isn't always easy. There are endless variables: the budget, the meeting length, number of attendees, transportation, recreational activities and the demographics of any group. Naturally, it's ideal if the destination tracks closely with the overall meeting goals.

According to Michelle Issing, a vice president of business development with Designing Events in Owings Mills, Md., a lot of companies "truthfully don't know why they're having a sales meeting. They just want to bring everyone together. That's not a real goal." So when it comes time to start putting together this year's program—and picking this year's destination—the most important work will likely be done long before the first hotel reservation is made as the team sets goals and defines clear objectives.

"In general, there are two reasons to have a sales meeting," Issing says. "It's either to motivate or educate, or a mix of both."

Increasingly, sales meetings that once were thinly veiled excuses for a party now are expected to deliver educational material, often in a short time frame. "Sales meetings aren't all high energy and big flash," Issing says. "They're educating their sales force, and that's a harder buy-in. It's three or four days away from the home and family."

Yet rewards dinners and recreation options remain an important part of many programs. The key to picking a perfect destination lies in having clearly defined objectives for the meeting. A few pertinent questions that can help identify objectives include:

• What is the central goal of the meeting?

• What is the budget?

• How far are people willing to travel?

• How accessible is the chosen meeting destination by air, rail or by car?

• How long is the program?

• What is the demographic of the group, in terms of age, gender and interests?

• What is the best balance of educational and recreational content?

• What kind of technology will the group need?

• What kind of recreational pursuit is appropriate?

• Are special dinners or off-site events appropriate?

• Are spouses and families invited? Is appropriate recreation offered for them?

• In what season is the group traveling and is weather an issue?

Jorge Alderete, vice president of sales and marketing for ALK Abello, has no problem planning his company's national sales meeting. ALK Abello makes allergy vaccines that are sold through a direct sales force of about 20 people in the United States. The annual meetings, which act as part sales meeting and part incentive, run five days and are designed to celebrate the past year and roll out new products. ALK Abello covers all expenses.

A fiercely competitive company, ALK Abello structures its meetings to motivate employees. For example, employees who hit a certain growth target are allowed to skip the work portions of the meeting; their experience is purely recreational and networking oriented. Similarly, the leading region can bring spouses and arrive early.

For ALK Abello, it's imperative that any destination offer exotic and enticing recreation options. Budget is not the primary consideration. "I really believe it's a celebration," Alderete says. "What I usually do is pick a location, then look at the budget. Budget is not my biggest concern because we want to do it right. We don't want to have a cheap meeting because that's all people will talk about."

It's also important that the destination be small enough that people can't get into trouble. In the past, ALK Abello chose Lake Tahoe in the Pacific Northwest, and this year is looking into a trip to northern Brazil.

By contrast, AtHome America stages frequent regional or city sales meetings for its commissioned sales reps. These meetings are confined to a day program with lunch and attendees pay their own way. In this case, the ideal destination is close to the group, offers adequate privacy and technology for product presentations, entices the group somehow and remains affordable.

For DeBord, entertainment chain Dave & Busters usually fits the bill. Dave & Busters combines dining, billiards and high-tech video gaming and offers fully equipped meeting rooms that can be rented on a daily basis.

"It's fun. They have equipment, and we want to keep people interested," DeBord says. Dave & Busters also offers choices for family members.

For most, 'second-tier cities' and resorts fit the bill

It's a safe bet that most sales meetings will fall somewhere between South America and Dave & Busters in terms of complexity and expense. For many of these meetings, Issing recommends resorts or so-called "second tier cities."

These destinations tend to offer ease of access, ample recreation or local interest, and are equipped to handle technologically advanced agendas. They also tend to be more affordable than A-list locations.

"Cities are a lot more expensive," she says. "You're dealing with unions nine times out of ten. You can do a lot more in a smaller place than in New York City, for example, for the same money. It's not just room rates. It's meeting room rental, food, transportation, everything."

Weather also is an important factor. In past years, Florida and the Caribbean were top destinations. However, after extremely active 2004 and 2005 hurricane seasons, some groups are thinking twice before booking a late summer or fall meeting in these areas.

Ultimately, the ideal destination is the one that works best for your group. In an informal survey of meeting planners, a few destinations stood out for ease of access, cost, sophistication and recreation.

LOS CABOS, MEXICO

Los Cabos is definitely "in" with groups. Located at the tip of the Baja Peninsula in Mexico, Los Cabos is a municipality that includes the towns of San Jose del Cabo and Cabo San Lucas. The whole area is emerging as one of the hottest destinations in North America.

The 20-mile strip between the towns of San Jose del Cabo and Cago San Lucas is known as the Tourist Corridor. Los Cabos is known the world over for its sportfishing, and the Tourist Corridor is where many of the top resorts and golf courses can be found, including Melia Cabo Real, The Westin Resort, Marquis Los Cabos, Hilton Los Cabos and others.

Los Cabos is a five-hour flight from Chicago, a seven-hour flight from New York, and a two-and-a-half-hour flight from Los Angeles.

For more information, visit www.visitloscabos.org.

LAS VEGAS

Rising from the desert in a blaze of neon light, Las Vegas has long been a top destination for sales meetings and travelers of all stripes. Las Vegas is remarkable for the sheer scale of its travel infrastructure. Seventeen of the world's 20 largest hotels are located in Las Vegas, and more than 37 million people travel through Las Vegas every year. The city, which can handle groups of virtually any size with any requirement, is famed for its nightlife, casinos, themed resorts, golf and shopping.

Most of the action in Las Vegas centers on the Strip, where hotels such as MGM Grand, Caesars Palace, the Bellagio, Luxor and many others are located. In recent years, however, downtown Las Vegas has experienced a resurgence with the unveiling of the Fremont Experience, a five-block canopy of lights.

Las Vegas is serviced by the McCarran International Airport, which is located one mile from The Strip. For more information, visit www.visitlasvegas.com.

ARIZONA

There is no question Arizona is hot, both in temperature and desirability for a sales meeting destination. Near Phoenix, the city of Scottsdale has a national reputation as a premier destination for groups. Scottsdale offers world-class golf resorts, spas, shopping and meeting facilities.

Scottsdale and Phoenix are both serviced by the Sky Harbor Phoenix International Airport. For more information on Scottsdale, go to www.scottsdalecvb.com.

A two-hour flight from Phoenix, the city of Tucson offers a slightly different take on Arizona. In addition to the world-class golf resorts, visitors to Tucson have easy access to the Sonoran Desert and the Saguaro National Park. For more information on Tucson, visit www.visittucson.org.

PALM SPRINGS

The Palm Springs Desert Resorts encompass eight cities in southern California, including Desert Hot Springs, Indian Wells, La Quinta, Palm Desert, Palm Springs and Rancho Mirage. Although the local population is less than a quarter million, Palm Springs has an international reputation as a playground for the wealthy, discreet and famous, who have been coming to the area for decades to enjoy its famous springs and spas.

Today, Palm Springs has evolved into a full-service meeting destination with sophisticated shopping, golf resorts, casinos and meeting facilities. Believe it or not, the Palm Springs area is home to 115 golf courses and more than 30,000 swimming pools, plus hundreds of restaurants.

Palm Springs is serviced by the Palm Springs Airport, which receives direct jet service from 16 major cities.

For more information, visit www.palmspringsusa.com.

CHICAGO

Known internationally for its towering skyscrapers, food and blues music, Chicago is the jewel of the Midwest. Visitors to Chicago will find a friendly yet accessible and surprisingly affordable city with an array of things to do, and extensive and varied meeting destinations. In the heart of the city and on the shores of Lake Michigan, newly built Millennium Park offers venues for events and extensive gardens, while Navy Pier, just a short drive up Lake Shore Drive, provides a carnival atmosphere on a converted pier.

In the spring and summer, Chicago bursts with festivals, parades and outdoor events. There are about 30,000 hotels rooms in the immediate downtown area. Chicago can be reached through O'Hare and Midway airports.

For additional information, visit www.choosechicago.com.

SAN DIEGO

Sunny San Diego in southern California has long been a hot spot for groups, partly because of the area's extensive offerings in golf courses, resort hotels and activities, and partly because of the nearly perfect year-round weather. The city was recently named one of the top 50 golf destinations in the world by Golf Digest magazine.

California's second-largest city, San Diego offers 70 miles of beaches, the famous San Diego Zoo, and easy access to Tijuana, just across the Mexican border.

San Diego is serviced by the Lindbergh International Airport, only a few minutes from the downtown area. For more information on San Diego, visit www.sandiego.org.

ATLANTA

The Deep South's flagship city, Atlanta is at once charming and cosmopolitan. With mild weather in the winter, Atlanta is an easy destination to reach from most points east of the Mississippi. The city offers Civil War history, first-class hotels and meeting venues, shopping, dining, golf and dozens of cultural venues. At Centennial Olympic Park in downtown, daily shows remind visitors of the 1996 Olympics, which were held in Atlanta.

Atlanta is serviced by the Hartsfield-Jackson International Airport. For more information, visit www.atlanta.net.

BOSTON

Historic Boston is a thoroughly modern experience for groups. The city offers almost 18,000 hotel rooms, including national brands with extensive meeting space and new hotels opening regularly.

For recreation, the Boston metropolitan area boasts some of the nation's most historically important sites, including the fields at Concord and Lexington, where the first shots were fired in the American Revolutionary War. Nearby Cambridge is home to Harvard and the Massachusetts Institute of Technology. Downtown, the Faneuil Hall Marketplace anchors the historic waterfront with shops and dining.

Boston is serviced by Logan International Airport. For more information, visit www.bostonusa.com.

A Venue Within a Venue Even the shortest, most focused sales meeting can benefit from a pre- or post-meeting event to liven the program and bring attendees closer together, whether it's a quick lunch in a museum or a nighttime tour of a local botanical garden. Alternatively, holding the meeting itself in an interesting place can create memorable impressions that will long outlive the event.

Unique Venues, based in Johnstown, Pa., specializes in locating interesting and off-beat venues for groups. The company represents 7,000 venues in the United States, Canada, England and Ireland. And its service is free (Unique Venues gets paid by the venues).

Unique Venues' offerings run the gamut from the stunning to the sublime. The company can even set up a dinner in the same location at Oxford University that was featured in the Harry Potter movies as the great hall in the Hogwarts Schools of Witchcraft and Wizadry. The same goes for movie theaters, bowling alleys, mansions, ranches, museums and other facilities. Many even have dedicated meeting space.

"The best thing about a unique venue is that it creates its own atmosphere," says Chuck Salem, president of Unique Venues. "If you're going to have a sales meeting, one of the things you want to do is energize people. Do you really want the same old, cookie-cutter room?"

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