CVB sources; bringing meetings to light.

A century ago, a group of Detroit businesspeople hired a full-time traveling sales representative to encourage organizations to bring business to their city. Detroit's salesperson was so successful that within a year he hired a secretary. The first convention and visitors bureau was born.

If the Detroit group's beginnings were humble, the service challenges for today's CVBs are anything but. Meetings and conventions are big business. The U.S. members of the International Association of Convention & Visitor Bureaus, Champaign, Illinois, reported that 84,870,803 delegates attended 350,867 meetings in 325 of IACVB's members' cities in 1990. Those meetings generated approximately $54.6 billion in revenue for the cities.

In 1989 IACVB conducted a funding and expenditure survey of 175 of its member bureaus with annual budgets ranging from less than $200,000 to budgets of more than $5 million. Among the results:

* The average number of years of operation for participating bureaus was 18.07.

* The average bureau budget was more than $1.8 million.

* The average staff size varied from two full-time staff members and one part-time staff member in the smallest budget range (annual budgets up to $200,000 to 87 full-time staff members and 94 part-time staff members for the category representing budget sizes of more than $5 million.

Just as budgets vary from bureau to bureau, so do services. But most bureaus agree on their top priority: helping meeting planners and visitors learn about the services, facilities, and attractions of the city. Here, convention and visitors bureau leaders share the stories they feel set their service apart.

Being there

Steve Moore, executive director of the San Antonio Convention & Visitors Bureau, Texas:

Every step of the way: That's where the creative, service-oriented San Antonio Convention and Visitors Bureau (SACVB) has been with our meeting clients. And that's ever since we opened in 1968, the same year San Antonio hosted the World's Fair and the city's Henry B. Gonzalez Convention Center opened its doors. Meeting planning services include flexible housing; high-quality promotional materials; a knowledgeable, cretive approach to problem solving; and more.

"Our total commitment to our clients has presented us with many interesting, difficult, and sometimes amusing situations," says Alicia Vargas, director of convention marketing, sales, and services. She recalls a problem averted last year, when the National Petroleum Refiners Association (NPRA), Washington, D.C., was approaching its 51st annual conference in San Antonio.

"The downtown area was undergoing TriParty, a street redesign and beautification project," explains Vargas. "NPRA staff were concerned delegates would have difficulty getting around downtown because of construction.

"Even though NPRA had been meeting] here for more than 50 years, we wanted them to know that the city did not take them for granted. SACVB staff felt something special needed to be done to keep their long-time and highly valued client satisfied," she adds.

SACVB staff hit upon an idea that made the 8,200 NPRA delegates--not to mention other visitors and locals--happy. Fifty-five entertainers--clowns, magicians, musicians, mimes, and jugglers--in the Convention Plaza area diverted attention from the construction. Downtown hotel staff directed pedestrians around construction areas. NPRA saw how important it was to San Antonio, and the local media attention was a bonus.

For another meeting, SACVB faced a housing challenge. The housing process was going smoothly for the American Society for Surgery of the Hand, Aurora, Colorado, even though some delegates arrived early for a Grand Prix racing event. The Surgery of the Hand convention used six downtown hotels. Housing requirements were no sooner settled than it was announced Pope John Paul II would visit San Antonio the week of the association's meeting.

"We were thrilled to be honored with a papal visit but concerned that our client's room blocks might be affected," explains SACVB Director of Convention Services Carmen Gamez.

An added dilemma was that nearly 2,000 delegates attending the Surgery of the Hand convention were arriving the same day the Pope would be visiting the downtown area, which already would be crowded with 400,000 people.

We alerted Surgery of the Hand staff, who chose to stick with their meeting dates. Gamez and her staff worked with the association's meeting director to make sure delegates receive information on the Grand Prix and papal visit. "Both events were exciting opportunities, and we wanted the delegates to be able to take advantage of them," explains Gamez.

The support of its citizens is key to the success of San Antonio's hospitality industry. A public education program called Host City USA makes citizens aware that every San Antonian is an ambassador for the city.

SACVB pursues business as creatively as it services it. To increase San Antonio's popularity as a medical meeting site, for example, staff worked with local members of national medical associations.

"We combined a general information presentation last fall with a trade show for the University of Texas Health Science Center at San Antonio. It was enthusiastically received," says SACVB Director of Convention Sales Patsy Vaughn. "They realized that holding a national convention here not only brings business to San Antonio but also prestige to our medical community."

The approach is paying off. With the help of the Texas Dental Association, Austin, SACVB booked the national convention of the American Dental Association, Chicago. At 33,000 delegates, it's the city's largest medical meeting to date.

A community welcome

Charles Ahlers, executive director of the Portland/Oregon Visitors Association, Portland, Oregon:

A Dixieland band and more than 200 clapping volunteers in matching blue jackets greeted bus loads of delegates. Guests promenaded through a welcoming committee and into a reception, where 400 industry leaders and dignitaries celebrated "NTA Week." A replica of Oregon graced the Portland Memorial Coliseum arena floor, where local foods and attractions and Oregonians from different regions of the state were represented.

Signs welcomed delegates as they traveled throughout the city. Banners were suspended from Portland bridges and hung from street lamps. Reader boards screamed "welcome," and shop and business windows displayed 600 welcome cards, too.

That was the scene as Portland welcomed 300 tour operators and 1,300 tour suppliers to the city and its new Oregon Convention Center last April for the 1991 National Tour Association Spring Exchange. And it was the support of Oregonians in this mammoth effort that earned the meeting a "best ever" rating from delegates.

The Portland/Oregon Visitors Association drummed up community interest in the NTA convention by distributing information to residents, businesses, and government officials about the financial impact and residual value of hosting this and other conventions. A local steering committee, co-chaired by a POVA staff member, included key government officials and representatives from all segments of the business community.

The steering committee initiated specialized work subcommittees, and many committee members helped get the convention booked in 1987. They hosted NTA convention luncheons to communicate Oregon's interest in hosting the association's convention. The marketing committee organized a speakers bureau to tell business groups and associations about the short- and long-term business opportunities of an NTA convention. Canned articles and press releases outlining the convention's purpose and the need for volunteers went to newsletters, hospitality industry publications, and local and statewide news agencies. To further strengthen public awareness, Portland Mayor Bud Clark proclaimed April 20-27 "National Tour Association Week."

POVA assisted with public relations once the convention got under way, distributing press releases and media packets and helping staff the media office.

To ensure a warm and prepared welcome, POVA sent information packets, which included requests to post welcome signs and schedules, to businesses. Taxi companies--whose drivers wore "Welcome NTA" buttons throughout the week--reported they appreciated being given convention schedules.

Portland's success with the delegates will affect the Oregon visitor industry for years to come. Why do we think so? Ninety-three percent of tour operators in an NTA evaluation study said they intend to lead tours to Oregon.

Spare no service

William C. Peeper, executive director at the Orlando/Orange County Convention & Visitors Bureau, Inc., Orlando, Florida:

The Orlando/Orange County Convention and Visitors Bureau, Inc., pulls out all the stops, and our success in showing the National School Boards Association, Alexandria, Virginia, the viability of Orlando as a convention city is a great example.

We first approached NSBA in 1984, our first year in business. NSBA wasn't the biggest association meeting we booked, although with 25,000 delegates it's formidable. About 60 percent of our sales leads are for groups requiring 300 hotel rooms or fewer.

We used the telephone, the mail, and courtesy calls to show NSBA's senior management we had the flights, hotels, exhibit space--the infrastructure--to handle a large convention.

It was 1986 before we got to first base. When Bob Lucas, NSBA assistant executive director at the time, accepted an invitation in November 1988 to our annual Meeting Planners Fam, we felt we were on our way. Bureau members rolled out the red carpet for this group--providing the best rooms in major convention hotels, elaborate meals, and theme events.

Our theme that year was "Win the Perfect Package," a campaign that launched phase two of our convention center, which would increase our meeting space to 350,000 square feet.

Seeing the completed convention center reassured Lucas we could deliver. During the fam trip, we addressed housing and other support-service questions. Just after New Year's, NSBA's convention team made another site inspection. After one final request from NSBA--for a rate survey of NSBA's designated hotels--the association chose Orlando as its convention site in 1992 and 1996, and asked us to hold space for the year 2000.

A can-do attitude

Steve Richer, president of the Greater Atlantic City Convention & Visitors Bureau, New Jersey:

A unique aspect of the Greater Atlantic city Convention & Visitors Bureau gives us flexibility, a range of resources, and community spirit for all our meetings--especially those that require citywide and regional cooperation. This special aspect is a permanent host committee of community members.

Our host committee grew from a coalition that initiated a public referendum in 1923 approving the construction of Atlantic City's convention hall. The center, acclaimed at the time by American Builder Magazine as the largest building in the world, was completed in 1929.

The bureau, called the Atlantic City Publicity Bureau when it opened in 1906, traditionally has chaired or staffed the host committee. There is little committee turnover by organization, although individual members change. Local and regional chambers of commerce, our mayor, the entire city government, the county government, the hotel and motel association, the Miss America Pageant, the daily newspaper, the Casino Association of New Jersey, local colleges, and the merchant associations are represented on the host committee.

Since the organization includes people from every business, community, and government activity, it's easy to put the needs for association meetings, trade shows, or conventions on the table and quickly resolve them. Transportation companies organize transfers, civic groups handle greeters, hotel sales people plan signing and special effects, media people set up public relations, and so forth. Other organizations provide communitywide training and education.

Some of the more interesting host committee activities have included celebrity characters and Dixieland band greetings at our airports and railroad terminal and participation on a special association meeting planner float in the Miss America parade.

Two host committee members--the local chapter of the Association of Women Business Owners and the Chamber of Commerce, both of Atlantic City--organize hospitality seminars. Seminars for hotel employees, taxi drivers, the police department, city employees, labor unions, and other key personnel are held at various sites.

The host committee has cemented its strong cooperative working relationship, allowing all segments of the community to understand our interdependence of pride and an ability to overcome longstanding obstacles. We have a can-do attitude. Without the host committee, it would be difficult for our community to put out our consistently friendly welcome mat.

Quick thinking

Mark E. Barrett, national sales manager for the Hong Kong Convention & Incentive Travel Bureau, Chicago, a specialized division of the Hong Kong Tourist Association:

The largest convention in the history of Hong Kong will be held in June when the city hosts the 75th Lions Clubs International Convention--which will bring roughly 25,000 visitors to the Asian Pacific city.

Lions Clubs International, Chicago, typically chooses its convention venue at least five years in advance. The Hong Kong Tourist Association prepared a detailed proposal in the summer of 1990, aimed at bringing the convention to Hong Kong in 1996. However, HKTA submitted its proposal that fall when it learned Spain--the designated host for the Lions' 1992 convention--was not able to carry out its commitment.

Although securing the bid was certainly not an easy victory, holding such a large-scale international convention is even tougher. We are preparing and organizing a convention in one year, instead of five years.

Here are a few reasons why we think the Lions Clubs International meeting will be a success.

* We maintain and reinforce the attitude that Lions Clubs International made the right choice in selecting Hong Kong as its destination.

* We have an office in Chicago, which provides a direct line of communication to Lions Clubs International officials when they need an answer immediately.

* We regularly update all worldwide HKTA officers on important matters relating to the June convention.

The 1992 Lions Clubs International Convention presents a real challenge for the Hong Kong Tourist Association and Hong Kong but one that we both greet with open arms.

Selling with a smile

Dale R. Finley, president of the Convention & Visitors Bureau of Greater Cleveland:

We have a philosophy at our bureau: Everyone is a salesperson. I'm proud that our 26 staff members--from administration to word processing to convention services--know their job is to assist clients in making their meeting successful and memorable. From the initial presentation and bid to the final evaluation and follow-up, we are in business to serve you.

Do whatever it takes. We give it our all and go that extra mile to service every account. We let clients know that within reason, we will do whatever it takes to make their meeting, convention, or trade show a winner.

Listen. There is a difference between wants and needs. We listen to what each client wants. And we try to be intuitive enough to also provide the client with what he or she needs.

Plan early. A well-planned meeting comes off as flawless, effortless. The key to a smooth operation is planning every detail. My simple analogy is, "Nobody ever tripped over Pikes Peak." It's the little things that can trip us up. We plan ahead and always have an alternative plan.

Care. Meeting planners are attuned to service-oriented individuals. If our hearts aren't in it, they'll know. We work to satisfy our clients' every need. If we do, they'll bring us future business.

Know the industry. We learn the demographics of conference attendees and talk to previous destinations and hotels. We try to attend one of our client's conferences the year before hosting the client's event. That way, we can appreciate the expectations and standards of our client.

Think team. We develop a team approach with local vendors and clients to maximize our ability to deliver a high-quality meeting.

Be involved. We develop a solid professional working relationship with our clients. We don't just book the convention and drop it. Sales without service is usually a one-time sale. We stay with the client through the entire process. We offer ideas and suggestions to improve and enhance the meeting.

Dig. We leave no stone unturned. If there are problems, we find a solution. If there are any loose ends, we tie them up tight. We keep accurate records of every telephone call, conversation, and correspondence. It makes less room for error, and we're more apt to stay on top of things.

Follow up. Follow up. Follow up. We can never follow up too much. We keep in close contact with our clients. They appreciate the reminders.

Keep in touch. When a convention ends, we don't just do an evaluation and close the file. The relationship we have built over a two- to four-year period or beyond doesn't end here. Every pleased customer is a future customer.

Our 10-point service philosophy is simple, no frills. It's a solid relationship based on enthusiasm, care, and concern to deliver the best. And in our business, that's what service is all about.