Paris, France or Paris, Texas; Rome, Italy, or Rome, Georgia? No disrespect to the great states of Texas or Georgia but attending a meeting in Paris or Rome means something different when the destinations are in Europe. Yet, how many times have you been to a business event and realized that the hotel you’re in- with its comfortable but standard accommodations could be anywhere in the world?
“Should we host a destination event?” is a common question the event experts at Key Meetings and Events are asked. The answer, not surprisingly, is, it depends. There are several important considerations to making this decision.
Decision-Making Process
Meeting Objectives
It’s essential to understand what success looks like at the conclusion of an event. Destination events are purpose-built to achieve the following goals:
- Celebrate High Performers – Nothing says “thank you” like taking top performers to a wonderful location where they feel special and appreciated.
- Inspire Loyalty – Whether the audience is your best customers or your employees, a beautifully executed destination event signals how much you value them.
- Build Relationships – Getting attendees out of the office and to a place where they can truly unplug creates an opportunity to establish bonds outside the office.
Audience Needs
Considering who will be attending and seeing the event through THEIR eyes is particularly necessary when determining whether to host a destination event. The Key team works with clients to understand their attendee requirements:
- Availability – Often travel to and from a destination takes a significant amount of time which must be included in the overall meeting planning. It may seem basic, but it’s crucial to understand if your attendees can make the necessary time commitment.
- Expectations – Does this audience expect to be treated to an exotic or luxurious experience or are they a “no frills” bunch who need to get in and get out and get on with their lives?
Budget and Logistics
A destination event, while great for attendees, can put major financial and execution burdens on the host. At Key, we guide clients through the process of defining the budget and the tasks that are required to execute flawlessly in often foreign and/or far-flung destinations. “No surprises” is Key’s mantra when it comes to understanding the costs and ensuring that the event comes together seamlessly.
Maximizing a Destination Event
Once a client has decided to host a destination meeting, the real fun begins. When architecting this type of event, Key helps clients think beyond the conference room to unlock the wow factors that attendees will never forget. Of course, Key’s experts have a process for maximizing an event location:
- Engaging Activities: Whether it’s custom wine blending in Napa Valley or truffle hunting in Tuscany, Key knows how to find those activities that are unique to the event location.
- Creative Dining: Experiencing local flavors and tastes is essential to creating a sense of place.
- Intriguing Entertainment: Understanding a destination through its customs and favorite forms of entertainment creates a lasting memory for attendees.
- Managing the Details: Behind the scenes, Key is ensuring that transportation, potential weather changes, and venue requirements are handled and invisible to attendees.
Reaping the Benefits
A destination event, when designed and executed with care and intentionality, leaves the attendees feeling more connected to their hosts, energized, and inspired by their time away from the daily grind, and eager to face the future – together. It can be an unparalleled relationship and brand-building experience that will cement the value of your organization to an attendee.
Make your next meeting or event not just another gathering but an experience your attendees remember forever.
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