It used to be that big was best for meetings. The industry ranked desirable meeting locations in tiers, and the top-tier cities had attributes like big convention facilities, supersized airports and large hotels.
But market dynamics and attendee engagement have redefined what makes meetings successful. Attendee experience and total value are priorities. That shift puts Tier 2 and Tier 3 cities on the meetings map and even positions them as go-to destinations for business gatherings. Cate Banfield, director of event solutions design and strategy for BCD Meetings & Events, explains the trend in a recent Out Front blog.
Here’s an excerpt: Three ways lower-tier cities support high-achieving meetings.
1. Create a unique experience
Meeting planners now recognize how important attendee experience is to an event’s success. Second- and third-tier cities—like Nashville, New Orleans, Budapest and Panama City, Panama—offer locally authentic experiences and food, business clusters, repurposed (or upcycled) meeting and accommodation spaces and opportunities to give back in a meaningful way. That community connection is something today’s attendees crave. (Read how BCD M&E helped Goodyear Tire & Rubber Co. integrate an innovative corporate social responsibility activity into an incentive trip for customers.)
2. Meet where business is growing
Meetings are under the microscope to ensure events align with a company’s industry, reflect its vision, stay true to its brand and promote the business. Tier 2 and Tier 3 cities often are areas of business growth—attracting investment, talent and population. These markets are where the next wave of opportunity is happening. Planning a meeting of cloud companies? Consider Phoenix, where data centers are expanding. Firms with a focus on sustainability will find like-minded businesses when they meet in Pittsburgh. And Ahmedad, India, is a great place to go if your meeting content is for or about start-ups and angel investors.
3. Gain space, influence and savings
It’s tough to get meeting venues in Tier 1 cities—whether you’re trying to book in Asia, Europe or the U.S. But Tier 2 and Tier 3 markets have space. Many have new convention centers and hotels just waiting to be booked. Lower-tier cities also may be more suitable for year-round meetings and multi-year contracts. What’s more, these cities very much want to be a part of your meetings program, and that means you gain influence and leverage at the negotiating table—leading to savings and better experiences for attendees.
The Tier 1 meetings market is increasingly challenging, complex, crowded and costly. Stepping down to Tier 2 and Tier 3 cities promises to diversify meeting options while elevating the opportunities for success.
