erties owned and managed by fewer corporations, often lessening
the flexibility of host properties to negotiate favorable rates and
dates. The increase in airline mergers and the expansion of “hub”
destinations have created the same scenario of higher rates, fewer
destination/timing options for your guests, and more limited
direct-travel service to certain destinations. These and other eco-
nomic trends become major considerations in promotional posi-
tioning strategies. Marketing executives are increasingly sensitive
to regionalization in their planning.
The dramatic growth in construction of event and meeting fa-
cilities, hotels, and conference centers in so-called “second-tier”
and even “third-tier” cities is yet another factor feeding the growth
of regional events. For example, whereas Baton Rouge, Louisiana,
was a day trip for New Orleans conventioneers in the past, the ad-
dition of new conference facilities and hotels has now transformed
it into a major competitor and attractive alternative to its more fa-
mous neighbor, New Orleans, to the south. The advantages of
lower costs and new experiences are assets the creative event mar-
keter can use effectively to draw attendance.
Duration of Stay
People have more to do, and less time in which to do it. Many
events suffer the loss of attendance on the last day, as attendees get
an early start back to the office, the factory floor, or home. There is
nothing more deflating than to see a half-full room during the final
session or closing banquet of your event because of early departures.
Promoters should coordinate with planners to ensure that the
closing of an event is equal to the grand opening. There is an old
saying related to the theater industry: “Have a great opening and
a fabulous close, and the middle will take care of itself.” While not
literally true, the principle is that if attendees understand through
marketing that they are going to see a slam-bang opening and a
knock-your-socks-off close, they will arrive on time and stay
through the final curtain.
In your marketing and promotion, stress the benefits of staying
until the end with closing event features. Some examples of these
features are listed in Figure 2-1.
Marketers should take a proactive role in creating the special
features that will fulfill the mission of the event from beginning to
end. Let your imagination be unrestrained and lobby your event
sponsor to try those things that will attract interest, loyalty, ex-
citement, and increased attendance.
Event Promotion: Trends and Challenges 31