|
|
|
More Than Mere 'Hoopla'
Marketing greater Hartford to meeting/convention planners
|
Business New Haven
8/23/99
By: H. Scott Phelps
|
The Greater Hartford Convention & Visitors Bureau (GHCVB) strategically markets with a strong local, regional and national presence to meeting and conference planners. With $190 million in funding set to build a new convention center in Hartford, the GHCVB is now poised to market stronger than ever to key decision makers and planners to bring meeting and convention business to Hartford and the region.
Hartford Venues
Presently, two venues in greater Hartford that are marketed extensively include the Hartford Civic Center (16,500 seats), with assembly and exhibition halls totaling 95,000 square feet for sports, entertainment or convention purposes; and the Connecticut Expo Center (85,000 square feet), Hartford's newest facility, located less than a mile from downtown.
Over 7,000 greater Hartford hotel rooms comprise a good portion of the meeting space that accommodates groups of many different sizes and economies. This particular industry in greater Hartford saw local lodging revenues reaching an all-time high last year.
Alternate meeting facilities such as Bushnell Memorial Hall, the Hartford Stage Co., local universities and many others offer good choices for meeting planners as well.
National & Local Advertising
Advertising in national publications aimed at meeting and conference planners proves to be beneficial for our region. We focus on industry trade magazines to target planners who will bring business to Hartford.
Locally, we advertise in business, fraternal and association executive journals to get the word "out there" about greater Hartford. By marketing on a local and regional level, our region stays fresh in meeting planners' minds.
'Bring It Home to Hartford'
A facet of our local marketing strategy exists with the "Bring It Home to Hartford" campaign. This successful program encourages scores of local residents to work to bring their social, military, educational, religious or fraternal associations "Home to Hartford" for a meeting, convention or reunion.
Public Relations Events
In January the GHCVB hosted the ninth annual Hartford Hoopla, a sales promotion for Washington, D.C.-based association executives at the MCI Center in Washington, D.C. The event draws association meeting planners, directors and guests who are scheduled to hold conventions in the Northeast.
Hartford Hoopla serves as a pre- and post-game reception at the UConn vs. Georgetown basketball game and includes trivia contests, prizes and a presentation of the official "GeorgeConn Hoyski" T-shirt to attendees. Over the years Hartford Hoopla has generated nearly 75 convention bookings representing approximately $9 million in delegate spending.
Web Site
Our Web site (www.grharfordcvb.com) acts as a tool for planners as well. It includes information on hotel and meeting specs, membership/services directory, sights in and around greater Hartford and information on membership, sports facilities and an events calendar.
Results
For the fourth year in a row, Facilities & Destinations magazine voted the GHCVB the recipient of its "Top Destination" award to "recognize the exceptional job your bureau does in promoting and servicing meetings, conventions, trade shows and special events." Also taken into consideration is a bureau's ability to market itself not only regionally, but nationally. The "Top Destination" award is based on reader ballots received from association executives and trade show and convention planners. The GHCVB won in the first category for facilities of less than 100,000 square feet of exhibition space.
In March, I had the good fortune of being honored with the first annual "Mark of Excellence" award from the Connecticut chapter of the American Marketing Association (AMA) at a gala celebration at the Wadsworth Atheneum.
Commented Diane Goodman, president of AMA/Connecticut: "Through marketing and consistent cheerleading, Scott and the entire Greater Hartford Convention & Visitors Bureau have kept Hartford hopping for more than 20 years. His use of marketing tactics, especially the 'Bring It Home to Hartford' campaign, have made everyone - including those of us who live here - much more aware of how special Hartford is and what it has to offer our visitors."
The Bottom Line
Our results-oriented, ongoing strategic marketing efforts to bring convention and meeting business to Hartford is evident: This past year the number of sporting events and conventions increased by 15 percent, and the bureau generated nearly $300,000 in private-sector support.
The GHCVB booked more than 500 state, regional and national meetings and conventions, which are expected to attract nearly 200,000 people to greater Hartford in the next two to three years. Convention delegates represent anticipated direct spending of approximately $125 million in the region.
H. Scott Phelps is president of the Greater Hartford Convention & Visitors Bureau
|
Go FirstGo PreviousGo
NextGo LastGo
to Index
|
|
