Conventions & tourism: planning into the 21st century: how to tap into your fair share of the market.

The NATIONAL COALITION OF BLACK MEETING PLANNERS (NCBMP) is proud to co-host this special section on the Convention & Tourism Industry with BLACK ENTERPRISE Magazine. Founded in 1983 the NCBMP, a non-profit organization, is well versed on the inner workings of the industry overall and is committed to the training needs of African American meeting planners

According to the NCBMP chairman, John Crump, the original motto of the organization, "We do business with our friends" has proven very successful over the last 13 years. Mr. Crump goes on to say, "I am very pleased with the historical success of the NCBMP and am confident that the organization will benefit many African American meeting planners in the future."

The organization's primary objectives are to provide assistance in education advancement-college scholarship and mentoring programs and high school career forums, offer preparation assistance for the Certified Meeting Professional (CMP) exam, expand the industry's network of African American meeting planners and suppliers and lastly to encourage and assist African American Youth to enter the Convention and Tourism industry.

These objectives are achieved primarily via the dynamic and informative workshops offered at the bi-annual NCBMP conferences. Topics covered include:

* Negotiating Win-Win contracts

* Managing Diversity in the Workplace

* Trends in the Industry: Workforce 2000

* Media Relations: Apathy/Lack of Sensitivity

* Technology for Conferences and Meeting Management

The aforementioned conferences are attended by members and associate members. (For membership information, see the NCBMP advertising in this section.) Membership to this prestigious organization is advantageous from both an educational and networking perspective.

According to experts in the industry the primary tools for success, particularly for African American convention and meeting planners, include knowledge of the industry, the appropriate press coverage, the right travel agent and selecting the right convention location.

Black Enterprise Magazine had the opportunity to interview three individuals - part of the prestigious group of five African American Presidents and CEOs in the hospitality and tourism industry, who are well known among African Americans in the business.

Before entering the tourism industry, Brenda J. Scott enjoyed a successful 18-year career as a corporate officer in the banking industry. She was selected as President and CEO of the Mobile Convention and Visitors Corporation in September 1995. Scott, a native of Ann Arbor, Michigan, is God-based and people oriented. She believes that none of our dreams and aspirations can be realized without a shared vision or mission.

As President and CEO of the Oakland Convention and Visitors Authority in California, Ronald W. Davis operates a "one-stop-shop." The bureau took over the convention center, and Davis supervises 40 full-time and 85 part-time employees. It took about 12 years for him to reach his present position. During that period he worked as a convention sales manager and service manager, director of sales, interim executive director, vice president and senior vice president. Davis enjoys sales, hard work, responsibility, excitement and the spotlight of bringing benefit to the Oakland community.

Charles E. Wright is currently President and CEO of the Tallahassee Area Convention and Visitors Bureau, and Executive Director of the Leon County Tourist Development Council. The Washington, D.C., native was formerly the international Bureau Chief for the Florida Division of Tourism. In 1994, he received the Golden Helm Award in Berlin, Germany, for his efforts in promoting world tourism and understanding among people. Wright came into the industry by accident when he accepted a part-time job with Eastern Airlines. For 22 years, he was employed at Eastern and Continental Airlines in middle and upper management positions.

BE: What career challenges and obstacles did you have to overcome along the way?

Scott: I cannot say I had a lot of challenges. I saw the challenges and obstacles as opportunities. Once I set my goals and plotted the course, I worked to set myself up for success.

Davis: I served as interim executive director twice in another city. Although I brought in over $200 million of business to that city, I was not considered for the position.

Wright: Early on in my career, I was pigeonholed into "black jobs." I had my foot in the door but it was very difficult to move on.

BE: Did anybody reach back to help you? If so, who? And what were the circumstances?

Scott: Patrick Tierney, President of the Tucson CVB, was my mentor and a very unique and rare individual. I owe a great deal of gratitude to him because he supported my goal to be President/CEO. He gave me the guidance and freedom to grow.

Davis: I grew up in a very religious setting. I must give honor to God first. I have three types of customers - politicians and those in the hospitality and accounts fields - who bring revenue into the community. They were there for me as I faced challenges.

Wright: Since there were no African Americans higher in the system, I depended on a white vice president to give me my big break.

BE: Has your ethnicity helped to attract business?

Scott: Being the only black female CEO in the industry has certainly given me a great deal of recognition. Along with that attention, it has been wonderful to see the support from my peers, colleagues and clients. We are certainly booking business because of the high profile of my appointment and position.

Davis: Probably. I would like to think that my leadership qualities, ability to relate to the diverse population and to successfully market the City of Oakland are also important.

Wright: Sometimes African American groups are more agreeable to bring in businesses.

BE: What is the total general population of the cities you represent? What percent is African American?

Scott: The City of Mobile has a population of 200,000 and 45 percent is African American. The assistant to the mayor, Al Stokes, is African American, along with Clinton Johnson, President of the City Council, and Vivian Figures, the only black female City Council member.

Davis: According to a study conducted by the University of Michigan, Oakland is the most diverse city in America. African Americans represent 17 percent of the total population, Euro Americans 20 percent, Hispanics 17 percent, Asians 17 percent and Native Americans 3 percent. Our city officials strongly support the African American population. The mayor, The Honorable Elihu Harris, is African American, along with the Police Chief and the Assistant City Managers. Of the nine City Council members, four are African American, one is Hispanic and one is Asian.

Wright: African Americans are less than a third of the population in Leon County.

BE: What is your operating budget? Has it increased or decreased for 1996-97? What factors do you attribute to this change or stability?

Scott: Our overall budget is $2.4 million. We have received an annual increase based upon the federal tax. That certainly is a tangible way to track our success.

Davis: My budget was $2.8 million, which remained the same as the prior year. We are very unique because the bureau took over the convention center. The Oakland Convention and Visitors Authority is now a "one-stop-shop" solely responsible for taking care of all our clients' needs. I am in the process of putting together a performance budget. The better we perform, the more money we get next year

Wright: The budget was increased due to higher taxes and more paying memberships to the convention visitors bureau.

BE: How are African Americans viewed in the hospitality and tourism industry? What is our real economic clout?

Scott: I believe that African Americans are the silent minority. Within our own circle, we can see the challenge and disparity in the industry as it relates to a balanced work force. I don't believe that it is acknowledged by our white counterparts. African Americans spend real dollars and the economic impact should not be taken for granted.

Davis: African Americans in Oakland are viewed as an important market and we spend a lot of time in those market areas. A study published recently by the Travel Industry Association of America showed that people of color spend more money than the average traveler. Our community is a model for others.

Wright: People realize the importance but still take business for granted.

BE: What advice can you give African American meeting planners, as well as other BE readers who may be interested in the industry?

Scott: I'm very encouraged and excited about the future of African Americans in our industry. By the year 2020, more than 50 percent of the population will be non-white. That means opportunities will be in place. Goal setting, preparation, planning and those who are successful in reaching back will move us forward.

Davis: African American meeting planners have great opportunities to check out every city, the options available and key relationships that build this city. When they are in a swim that presents itself as rewarding, [they should] run to that opportunity.

Wright: Learn the business and learn from others. There are only five African American CEOs out of about 1,000, which is not very good. On the other hand black general managers have grown from six in the mid-1980s to over 100. Words of wisdom - The cup is only half full so we need to prepare to drink.

Good Press Coverage Equals Success

Good media coverage is every meeting planner's dream. The ultimate success of every event depends on it. Although events will differ, there are a few basic steps inherent in getting positive and effective publicity - planning should be at the top of the list.

"The process must include the who, what, why, when and where," says Reese Stone, vice-president of business development for LLT International, a full-service advertising, marketing and public relations agency with offices in New York, Toronto, Vancouver, Hong Kong and Beijing. "A person cannot embark on a campaign to get press coverage before having an objective that is realistic and achievable," he says.

Stone, who is an African American, has been affiliated with Philip Morris Companies Inc., Childrens' Television Workshop, Planned Parenthood Federation of America and the National Education Association. In his current position, he generates new business for a multicultural (African American, Asian and Hispanic) agency that was exclusively engaged in the Asian markets.

A company or organization must be realistic about the kinds of events which tend to generate media attention. Resources and capital must be carefully utilized because some event or activity may be of greater importance. For example, the attendance of an influential CEO at a major convention would probably take second place to an anti-Apartheid fundraising dinner featuring South Africa's president, Nelson Mandela.

Stone contends that good media coverage requires professional services. "Retain a good public relations agency to work with your staff. View the company as an asset to help you advance your goals and objectives, and not as a threat to your staff," he cautions.

When it comes to wooing corporate dollars, Stone offers this advice:

* Be knowledgeable about the company's business.

* Be sensitive to staff constraints. (Downsizing has an impact on corporate philanthropy).

* Develop a strategic position to stand out.

Pat Tobin, president of Tobin and Associates, a diversified media-related firm located in Los Angeles, also advises securing the services of public relations specialists. "Unless you have a qualified person on staff, a company or organization should go on the outside for professional assistance," she says, adding, "Once you have a goal in mind, a good PR specialist con help you achieve it."

In the early 1970s, Tobin launched a small public relations firm, P.T. Enterprises, in Philadelphia. The company was founded on the principles of networking and relationship building. Now the firm is known as "the largest African American-owned public relations firm west of the Mississippi." Tobin's clientele includes Toyota Motor Sales, Walt Disney Feature Animation, the Pan African Film Festival, Sony Music Entertainment, Inc., and the Greater Los Angeles African American Chamber of Commerce.

"Never be reluctant to contact a PR firm to request a consultation or information because you have a limited budget," says Tobin. "Be creative and learn to barter. A one or two page ad in a souvenir booklet, at no cost to the PR firm, or extra tickets to the event are good deals."

She points out that in Los Angeles, referrals to reputable public relations companies can be obtained by calling the Black Public Relations Society (BPRS), as well as the Public Relations Society of America.

Tobin offers the following advice:

* Start planning six months to a year ahead of time.

* Send out "Save the Date" notices several months in advance.

* Consider radio buys (depending on your budget).

* Never call a corporation asking for money.

* Take the time to put together a great business plan and a mission statement.

* Build a relationship with an employee in a highly responsible position.

The Minority Travel Market

By the year 2050, minorities will represent an estimated 47 percent of the total U.S. population.(1) Industry sources predict that the white labor force will grow by 11 percent between 1994 and 2005.(2) In comparison, increases in the minority work force are estimated at 39 percent for Asians, 36 percent for Hispanics and 15 percent for African Americans.(3)

Since ethnic groups, particularly African Americans, tend to to be major consumers, their buying power is significantly important to the travel industry. A recent study, conducted by TIAA, examined the travel patterns and habits of African Americans, Hispanic Americans, Asian Americans and Pacific Islanders.(4)

The comprehensive study analyzed the basis of travel frequency, pleasure and business travel, hotel use, recreational activities, spending habits, destinations and demographic characters.(5) African Americans were more likely to travel for business, and they tend to travel for conventions and seminars more than the other ethnic groups. They were also inclined to add on vacation time.(6)

Although African Americans generally traveled alone, they also participated in group tours twice as much as other minorities.(7) Overnight trips averaged 4.4 nights and African Americans indicated that they were more likely to stay in hotels, motels, private homes or bed-and-breakfast inns.(8)

TIAA researchers also found several similarities among the ethnic groups. For example, pleasure travel was the most popular Visiting family and friends was the most common reason for a trip, followed by entertainment. A typical trip involved at least one overnight stay, and shopping was the favorite pastime activity.(9)

Finding The Right African American Travel Agent

Travel has become an integral part of American life, and industry sources project that spending on travel will increase significantly through the year 2005. As business activity expands, so will business-related travel.(1)

Trying to combine business and pleasure trips could become frustrating and time consuming. But a good African American travel agent can help save you time and money, as well as provide valuable information needed to make your trip pleasant and successful.

If you are in the market for a travel agent, let your fingers do more than flip through the yellow pages. Remember to ask a lot of questions. Check references on prospective travel agencies by contacting your local office of the Better Business Bureau, as well as seeking the advice of professional associates, says Dr. Gaynelle Henderson-Bailey, president of Henderson Travel Services, a multi-service travel agency located in Silver Springs, Maryland.

"Do your homework beforehand," she adds. "Most travel agents specialize in a specific type of travel - African tours, cruises, @corporate travel or leisure travel. So make sure that you identify the correct source(s) to fit your needs."

Henderson-Bailey says the primary advantage of using a travel agent is for the On-Line capabilities. Travel agents can cross-reference multiple flights, fares and other travel-related services within minutes. Most of all, the service is free. "Travel agents are paid a small fee (generally 10 percent) by the airlines, hotels, cruise lines or rental agents for which they book reservations. It's a free service and every traveler should take advantage of it," she says.

A travel agent can also provide meeting planners with invaluable information on seasonal travel. For example, conventions and conferences are typically held in the spring and fall. Hurricanes are frequent in the Caribbean between August and September (and sometimes in July). South Africa generally has cold periods in May and June. And the Far East and Europe have the same winter seasons - November through March.

Henderson-Bailey encourages meeting planners to consider international destinations for conventions and conferences. Consider the total cost of your trip (airfare, hotel accommodations, convention/conference registration fee, food and ground transportation), and for a slightly higher price you can travel internationally, then write the trip off as a business expense," she says.

For example, a seven-day convention or conference in Chicago could cost roughly $800, plus $300-$400 for airfare. The total cost for the same trip to Dakar, Senegal would average between $1,400-$1,500. Most importantly, Henderson-Bailey says this venue provides many African Americans with a once in a lifetime opportunity to visit the Motherland.

Selecting A Travel Agency: Important Tips Remember(1)

* A reputable travel agency will be approved by the Airline Reporting Corporation (ARC) to write tickets.

* Travel agencies should be bonded to at least a minimum of $70,000 per year.

* An African American travel agent should be a member of the American Society of Travel Agents.

* A full-service travel agent should be appointed by the International Airline Travel Agent Network (IATAN) to issue tickets or be affiliated with an IATAN appointed travel agency.

* A good black-owned travel agency should be in business for a significant period of time and have a good reputation in the industry.

* A good travel agency specializes in a specific type of travel - African tours, cruises, corporate travel or leisure travel.

The Inside Track To Convention Locations.

(1.) Eskridge, Ann, "Mining For Black Gold," Detroiter, Vol. 18, Iss. 2, February 1996, Page 18. (2.) ibid. (3.) ibid. (4.) Myers, Ann, "How Are We Doing? We Benchmark With Some of the Top Convention Destinations in the Country. Even We're Surprised By the Findings", Business Philadelphia, Vol. 7, June 1996. (5.) Eskridge, Ann, "Mining For Black Gold," Detroiter, Vol. 18, Iss. 2, February 1996, Page 18. (6.) ibid. (7.) Anderson, Mark, "Specialty Hotels Finding More Success With Business Clients," Business Journal - Sacramento, Vol. 13, April 1, 1996, Page 19. (8.) ibid. (9.) Eskridge, Ann, "Mining For Black Gold," Detroiter, Vol. 1, Iss. 2, February 1996, Page 18. (10.) ibid. (11.) ibid. (12.) Myers, Nan, "How Are We Doing," Business Philadelphia, Vol. 7, Iss. 1, January 1996, Page 40. (13.) ibid. (14.) Collopy, Trisha, "Some Free Tickets and Hotels Equal Millions in Publicity Value," Baltimore Business Journal, Vol. 13, May 17, 1996. (15.) Myers, Nan, "How Are We Doing," Business Philadelphia, Vol. 7, Iss. 1, January 1996, Page 40 (16.) ibid. (17.) ibid. (18.) ibid. * For tours, a good travel agency will offer insurable packages that medical expense coverage, trip cancellation/interruption insurance, or both.

The Slow Economic Growth of African American Conventioneers

In the first African American convention took place in Philadelphia, when Reverend Richard Allen called together a group of black leaders to discuss anti-slavery issues.[1] Since then, African Americans have traveled around the globe to attend conventions and meetings. * A recent study conducted by TIAA found that: * Among all African Americans, 61 percent are travelers. * The popular mode of transportation among African Americans is the motor vehicle. * When African Americans travel, they generally average longer distances. * African Americans stay longer, and generally bring their families while traveling.

The International Association of Conventions and Visitors Bureaus estimates that the average attendee to a convention stays 3.5 days in a city and spends about P760.[2]

Other findings indicated that: *Convention groups tend to spend at least $80,459 over a five-day convention * Exhibitors at a convention spend another $2,604 in three days. * Most African American organizations reported spending from $500,000 to more than $1 million on meeting costs.

The hospitality and tourism industry has been slow to recognize the economic impact of African Americans. However, a three-year convention booking boycott in Miami by African Americans made industry sources take note. From 1990 to 1993, the city reportedly last $67 million in convention booking revenues. [3]

The highly effective boycott resulted when five Cuban-American mayors in Dade County criticized President Nelson Mandela for his remarks about Fidel Castro's support of the anti-apartheid movement.[4] The boycott settlement forced changes in Dade County's long-standing segregated business community and established 20 economic goals that addressed the needs of the black community.

According to the agreement, the 150-room Royal Palm Hotel, the largest black-owned hotel in Miami Beach, was slated for a $20 million renovation. In addition, a $2.6 million equity fund was crated to help black businesses. And the Greater Miami Convention and Visitors Bureau, established a non-profit corporation to administer a $1.5 million scholarship program for African Americans entering the hospitality and tourism industry.[5]

The Inside Trade

To Convention

Are you in the preliminary stages of planning a convention or a conference? The final list of possible locations will most likely include one or more of the top 10 convention cities for African Americans - Washington, D.C., Atlanta, Chicago, Houston, New Orleans, New York, St. Louis, San Francisco, Los Angeles and Philadelphia.[1]

Here are some informative tidbits about these and other cities: * In 1994, the U. S. Travel and Tourism Administration designated Philadelphia as the model city, in the United States for multi-cultural tourism.[2] * Lost year, Philadelphia had an operating budget of $6.5 million and 10 percent was dedicated to multi-cultural marketing. The bureau hooked $230 million in African American business. Local hotels book another $115 million in black dollars.[3] * The Chicago McCormick Center is the largest convention facility in the United States, with 1.6 million square feet of exhibit space in two connecting buildings.[4] * Boston promotes its Black Heritage Trail, a walking tour of 19th century Black Boston.[5] * The Oregon Convention and visitor services Network is a separate agency that promotes African American tourism.[6] * Bed and Breakfast hotels, small inns, spas and hostels have carved out a strong niche in the lodging industry in Sacramento, California. The homey settings and personal touches offer a return to sanity that attract more and more business travelers.[7] * According to PKF Consulting, a hotel consulting firm in San Francisco, California, the average daily rate in local hotels is just under $70 a night. But specialty lodgings can easily demand twice that amount.[8] * Forty percent of Detroit's Convention business comes from African American conventions.[9] * In 1993, African Americans spent $25 million in Detroit, Michigan, after spending a week at the National Baptist Convention of the Cobo/Conference Exhibition Center.[10] * The Metropolitan Detroit Convention Visitors Bureau, in Michigan, reported that 12.5 million people visited the tri-county in 1994. This resulted in $3.1 billion in direct spending and $7,000 jobs generated.[11] * The healthcare industry provides 13 percent of all jobs in Philadelphia.[12] As a result, healthcare conventions are one of the city's most popular,. in 1993, the city had 54. * The Philadelphia Convention Center has 435,000 square feet of exhibit space and a headquarters hotel, the Philadelphia Marriott, with 1,200 rooms.[13] * In 1995, Maryland spent $12,000 hosting 16 fam tours and a total of 44 writers.[14] * Las Vegas and New Orleans are tried-and-true convention destinations because they both have large convention centers and a wealth of hotel rooms.[15] * Boston and Washington are considered sophisticated cities in the northeast of similar size, and with great museums and historic recognition.[16] * Boston is known as "Americas Walking City." The Hynes Convention Center is attached to 3,000 hotel rooms in three hotels, two shopping malls with 133 stores (including Saks Fifth Avenue, Lord and Taylor and Nieman-Marcus) along with 11 movie theatres. The convention center has 350,000 square feet. A new building on the Boston Harbor waterfront, with a total of 450,000 square feet of exhibition space, has been proposed.[17] * In New York City, the Jacob Javitz Convention Center is a short distance away from midtown hotels via taxicab at a cost of $3.50 one-way.[18]

Philadelphia's Pioneering Spirit in Training Minorities

According to a recent feature article published in Convene Magazine, minorities comprise less than 12 percent of the sales and marketing professionals in the hospitality industry. But the Philadelphia Convention and Visitors Bureau (PCVB) has set out to change the complexion of hotel sales and marketing staff in the city of Brotherly Love.

In 1995, the bureau launched an intensive six-month training program designed to increase the city's minority population within the hospitality industry. Four trainees are selected annually and paid a modest salary of $25,000. The ultimate goal of the program is full-time employment in a sales position at a local hotel.

"The hospitality industry is one of the fastest growing industries in the U.S. However, hotel managers tell us all the time that they cannot find qualified African Americans for sales positions in the community," says Down Seay, director of sales for the convention bureau.

The highly innovated program is funded by the Multicultural Affairs Congress (MAC), a leading force in the city's efforts to diversify all aspects of the hospitality industry. We are looking for candidates who are outgoing, self@motivated and are really interested in pursuing a career in the hospitality industry. Life experiences are important and a college degree is preferred, she says.

Trainees rotate to different departments at the Bureau as well as to participating hotels. Formalized training sessions, site visits with clients, special projects and familiarization trips are also required. After completing the program, trainees average $25,000 to $30,000 in entry level