Sometimes where you meet is the most important meetings and events decision you’ll make.
One of my favorite questions to ask new clients is: How is it you chose your destination city as the permanent site for your conference?
The most typical answer: Well, it’s because we always meet in that city.
Traditions are fine. I love traditions. But I have to ask, is this really a tradition? Or, rather, is the planner merely repeating what once worked, year after year?
In other words: Is the planner stuck?
If you’ve gotten stuck, let me help you get unstuck. My solution is simple: scout for exciting new destinations and facilities.
There are three main reasons to change location.
1. Better fit. Some places are simply better accommodations than others for any given event. The facility’s layout might be more suitable, its infrastructure more advantageous, its staff more amendable. The city, the region, the Country itself might be a better fit.
2. Enhance engagement. Familiarity breeds… boredom. Year after year at the same location, you stop experiencing the activity and merely go through the motions. Wake up your attendees so next year’s event is not a duplicate of this year’s. Try a new country, a new city, a new venue. Watch people’s faces as they walk in the door. See them look up and around, and shine with anticipation.
3. Produce cost savings. When planners chose the same venue year after year, they stop getting the same value they did when the venue had to win their business. Scout other destinations and other venues, and give them a chance to win your business. You’ll be surprised at the savings when they have to compete for your business.