The document discusses how choosing the right meeting destination is important for creating purposeful meetings and memorable experiences. It outlines factors to consider when selecting a destination and venue, such as local culture, amenities, and how the location can support the meeting objectives. The document also explores trends like the rise of mid-size cities and non-traditional meeting spaces. In the future, algorithms and attendee preferences may play a bigger role in determining the best destination for a particular meeting.
1. Where You Meet Matters:
How to Choose a Purposeful
Meeting Destination
Dan Berger
Founder, CEO
Social Tables
2. Presenter-Audience Contract
Share everything!
Find me on
Twitter/insta:
@danberger
Stop me any time with
questions
No need to take notes.
Give me a card and I’ll
follow up with the full
deck...
⚠ Go easy on me (first
time presentation!)
Your time is valuable.
Please feel free to leave
if you need to.
⏰
4. We connect the hospitality industry
through effortless group management
technology that creates successful
face-to-face events.
A sample of the 60+ awards Social Tables and its leadership have received.
6. Group Sales
Planner Tools
Event Services
An End-to-End Group Sales & Service Platform for
Hotels to Increase Revenue and Drive Loyalty
7. Lead Capture Lead Intelligence Sales Enablement
Group Sales: The only collaborative event sales solution
that increases qualified leads and drives direct revenue.
8. Accurate Diagramming Value-Add Planner Tools Streamlined Communication
Event Services: The only collaborative event management
software that drives both profits and loyalty.
9. Free Tools for Planners: Find venues, manage events, and
win clients — all in an easy-to-use, cloud-based platform.
Sourcing & DiscoveryDiagramming Seating & Check-In
10. 1. Why Does Destination Matter?
2. What Role Does the Location Play in Meeting Design?
3. What Makes a City “the City”?
4. Choosing the Venue With Purpose in Mind
5. A Fresh Framework for Thinking About Destinations
6. Creating the Space That Brings Objectives to Life
7. A Look Into the Crystal Ball
On the Agenda...
12. Modern Meeting Planning Means Creating Experiences
80% of meeting planners report that their job
encompasses more experience creation
than it did 2-5 years ago.
This is why we are all here.
Source: IACC 2017 Meeting Room of the Future
13. Which elements in a destination or
venue do attendees care about?
1. Interactive technology (venue)
2. Flexible meeting space (space)
3. Session proximity (venue)
4. Learning local culture (destination)
5. F&B (venue)
6. Access to local experiences (destination)
7. Team building activities (destination)
Elements of meeting destinations/venues ranked
by their importance to meeting attendees. (IACC)
Source: IACC 2017 Meeting Room of the Future
Attendees Care About the Destination
14. The Destination is the Meeting’s Linchpin
Meetings that think about all elements are “purposeful meetings.”
The idea now defines what successful
experience design looks like.
The destination sets the stage for
a purposeful meeting that
becomes a memorable
experience.
Source: Purposeful Meetings White Paper
15. Purposeful meetings create deeper meaning, new thinking, and
fresh insights through holistic design that goes beyond just
delivering content.
But purposeful meetings can’t
happen without a purposeful
destination, which requires
a thought out selection
process.
A Thought-Out Selection Process
16. A destination can have a disportionate impact on the intangibles.
INTANGIBLE
Elements a planner can influence
but not fully control.
● Attendees
● Speakers
● Content
● P2P interaction
● Energy
The Intangibles and Tangibles of Meeting Design
TANGIBLE
Elements of the meeting that a
planner can directly control.
● The location
● The venue
● Room setup
● F&B
● Audio/Visual
● Decor
17. Why does destination matter?
As we try to create
experiences, the
destination and venue
are the most important
elements that are in a
planner’s control.
● The city can set the stage for the
meeting’s message
● Its climate can lift attendee
spirits.
● A modern, airy, and bright venue
can impact attendee moods.
● How the space is set up impacts
networking and spontaneous
interaction.
● Fresh and healthy F&B can
increase an event’s energy.
19. All Memories Start With a Place
Experience design aims to create memorable experiences.
Those memories start with a place...
“I would never be able to do x if I weren’t...
● “at this point in my life.”
● “at this exact time.”
● “with these people.”
● “here, in this place.”
20. The City Serves as the Perfect Backdrop for the Content
City Message
Boston Revolution
Detroit Revival
Austin Authenticity
Philadelphia Independence
City Expertise
NYC Finance
DC Advocacy
Las Vegas Hospitality
San Francisco Innovation
21. It drives attendance,
especially for non-frequent
attendees.
For those who never or occasionally
attend, it’s an even bigger part of
the decision.
Source: Experience Institute Decision to Attend Study
Importance of Destination / Location
by attendance frequency
The City Drives Attendance
22. Source: Experience Institute Decision to Attend Study
Lack of destination
appeal is the 5th
highest barrier to
attendance
amongst meetings
attendees.
The City Can Be a Barrier to Entry
24. 93% of international event planners say a destination’s
cultural highlights are an important part of choosing
where they host meetings and events.
Source: London & Partners Study
Local Culture is Key for International Planners
25. Attendees Want to Get Out of the Building
What percentage of convention/exhibition
attendees are likely to get out and about in town
during their stay at a destination?
Driven by a millennial mindset,
attendees want to get out of the
venue and explore their host
cities.
Planners need to choose
destinations with this in mind.
Source: Experience Institute Decision to Attend Study
26. The Rise of the Rest
Midsize cities are making
more than midsize moves.
Cities like Nashville, Phoenix, and
Denver are investing in infrastructure
and leveraging unique local assets to
differentiate themselves and woo
planners.
27. How makes a city, “the city”?
Denver
The city of Denver is building a hyperloop-inspired
transport system that will move people around
major destinations and Colorado cities
at over 200 mph.
28. How makes a city, “the city”?
Nashville
Saw a 38% increase in conventions between 2011 and
2016 thanks to a series of moves including the
documentary titled “For the Love
of Music.”
Source: Skift Rise of Midsize Cities
29. How makes a city, “the city”?
Phoenix
In the past decade, the city has…
● quadrupled their amount of startups.
● invested $5 billion in infrastructure.
● strategically planned venues
in close proximity to
cultural staples.
Source: Skift Rise of Midsize Cities
30. Mid-size Cities Are More Approachable
Smaller markets represent the authentic and
the unexpected.
Second- and third-tier cities can offer world-
class meeting facilities and appealing local
experiences — all at a lower cost than
first-tier cities.
31. Leverage local knowledge economies to boost the
content and credibility of the event.
Cleveland, for example, is bringing together experts from
local healthcare companies, scientific research
institutions, and the startup community
to reinvent the city as a desirable
location for medical
conferences.
Knowledge Economies May be Attractive to Some Planners
32. How makes a city, “the city”?
CVBs are setting themselves apart by marketing
local assets, knowledge economies, cultures, and
other unique elements of their cities.
Planners can take advantage to
close the “knowledge gap.”
33. The Right Destination Can Leave a Lasting Legacy
A great choice of destination creates the
opportunity to leave a legacy.
At the 2017 Alzheimer’s Association International
Conference, the organization worked with
London & Partners to turn the 6,000
LED lights of the London Eye
purple in honor of
Alzheimer’s care
and research.
35. Choosing the Purposeful Venue
What makes a venue the right “place” for planners?
Source: The Site Visit Revisited Survey
36. The key elements of choosing a
space are shifting.
As elements like WiFi and A/V become more
standardized in quality, planners are looking
to new elements and focusing on diversifying
the space.
Choosing the Purposeful Venue
Source: IACC 2017 Meeting Room of the Future
37. EVERYTHING is a meeting space.
Hotel infrastructure is becoming less important in
destination selection, as non-traditional spaces
(and demand for those spaces) continue to
increase.
Choosing the Purposeful Venue
38. Choosing the Purposeful Venue
Find the hidden gem right under your nose.
Growth in non-traditional spaces is making it easier for planners
to differentiate meetings without exploring new cities.
Demand for these spaces will continue
to increase as technology makes it
easier for planners to connect
with these properties.
39. Venue Venues
Don’t be afraid to add the “S”
By using modern venue sourcing engines
planners are able to find venues near the
headquarter hotel and get attendees
out of the four walls of the
ballroom.
Choosing the Purposeful Venue
40. Choosing the Purposeful Venue
Look for venues that break down walls —
literally and figuratively.
“Spaces designed to promote engagement
increase the likelihood of collisions...
More collisions create positive
outcomes.”
-Harvard Business Review
Image: C2 Montreal
41. So how do planners go
about “purposefully”
choosing a meeting
destination?
42. It’s time to add a fourth
dimension to an age-old
equation.
How do you choose a “purposeful” destination?
Rates
Dates
Space
PLACE
43. Place is more than just a physical destination.
It’s everything that makes that destination unique.
How do you choose a “purposeful” destination?
Culture
People
Diversity Innovation
Perception
Aesthetic
Authenticity
Growth
History
Knowledge
economy
Legacy
Ideals
Values
44. WHY
The overall purpose of
having this
meeting/event is…
The search for place ALWAYS starts with the objective.
WHEN
What is the desired
timeframe for this
meeting? Is it flexible?
WHO
Who are the people
who should attend?
Who are the
stakeholders?
WHAT
The desired outcome of
successful meeting or
event looks like…
WHERE
Which
destination will
best bring all of
these W’s to life?
CITY
VENUE
SPACE
How do you choose a “purposeful” destination?
46. CITY
How do you choose a “purposeful” destination?
Celebrate
VENUE
● local leisure activities that allow for
bonding
● a warm, sunny climate that
encourages good vibes
● feels like a reward and allows
attendees to get away
● an affordable destination for SOs
● lots of natural light
● doesn’t feel too professional or like
a workspace
● represents a direct relationship to
what’s being celebrated (e.g.
innovation awards at a high-tech
theatre)
47. ● known for decisions that have
shaped major outcomes
● represents innovation or progress
from forward thinkers
● is the home of a major intellectual
hub for the industry-at-hand
● a city with an attitude/confidence
● remote and distraction-free
● inspires focus on the task at hand
and minimizes distraction
● has spaces that can create
intimate and inclusive
environments
CITY
How do you choose a “purposeful” destination?
Decide
VENUE
48. ● provides flexibility of setup to
create a unique educational
experience
● provides breakout rooms for
further discussion
● has enough space for mental
breaks
● allows easy access to
industry-specific speakers and
knowledge (“knowledge hub”)
● is at the forefront of the industry or
topic at hand
● has a legacy of educational
excellence
CITY
How do you choose a “purposeful” destination?
Educate
VENUE
49. ● will likely be a small space but
shouldn’t feel stifling
● is innovative enough to inspire
ideation
● is unique enough to encourage
out-of-the-box thinking
● is at the forefront of the industry or
topic at hand
● shows beginnings of major
innovation but still early
● is emblematic of new beginnings
and ways of thinking
● connects to what you’re trying to
create
CITY
How do you choose a “purposeful” destination?
Ideate
VENUE
50. ● includes plenty of common space
for co-mingling and collision
● is a conversation-starter
● allows opportunity to personalize
elements/spaces where similar
personas can connect based on
preference
● is appealing enough to promote
travel to the city
● includes opportunity for a variety of
authentic experiences that can be
enjoyed in groups
● encourages people to stay out of
their rooms where they will be
isolated
CITY
How do you choose a “purposeful” destination?
Network
VENUE
51. ● feels closed off from distraction or
judgement
● inspires focus on the task at hand
and minimizes distraction
● lots of natural light; colorful
interiors; modern
● adaptable to the desired workshop
● ties back to the organization or
purpose at hand
● gives the working team the
opportunity to bond/relax in off
hours
● encourages people to stay out of
their rooms where they will be
isolated
CITY
How do you choose a “purposeful” destination?
Produce
VENUE
52. ● includes space for exhibition
and/or demonstration
● large screens + state-of-the-art AV
● modern or newly renovated
● promotes sharing on social media
● draws in/incentivizes sponsors
● has a media presence that will
extend reach
● feels as new and exciting as the
product or release that is being
promoted
● directly benefits from the product
or release
CITY
How do you choose a “purposeful” destination?
Promote
VENUE
54. Creating a Purposeful Space
The Old Way:
Classroom
The New Way:
Learning Pods
Ditch traditional seating layouts for objective-based design.
55. Creating a Purposeful Space
Turn expectations upside-down to create new outcomes.
The Old Way:
High Boys (Standing)
The New Way:
Parisian Cafe Style (Sitting)
57. Creating a Purposeful Space
Rethink the idea of a “seat.”
At TEDxSommerville attendees were
given large pillow chairs from Yogibo.
The event was held at an indoor
rock climbing facility.
58. Pop-up offices let attendees create their own
environment, making for a very
user-driven experience.
Creating a Purposeful Space
Let attendees create their own space.
59. Map it all out with event technology.
● Help vendors and exhibitors visualize
the space pre-event
● Share diagrams before the event so
attendees can plan their experiences
● Collaborative diagramming tools
allow properties and planners
to work through the
layout together
Creating a Purposeful Space
60. What does the future of
strategic destination
selection look like?
61. Control over event
scheduling could move
away from the organizer...
Would attendees decide a
meeting’s destination? Or
perhaps an algorithm?
The Future of Destination Selection
62. The Future of Destination Selection
Technology will match people to places more effectively.
Surveying will integrate with venue sourcing
platforms, creating algorithms that predict
the success of a given event in a given
venue-based on search criteria.
63. The Future of Destination Selection
Convenience will create more opportunity for creativity.
Home sharing and self-driving cars will open up
mid-size cities to more and
more events by making
convenience and room
blocks less of a
factor.
64. A marketplace for event spaces that
meets the unique needs of today’s planner.