The red carpet from the Greater Cleveland Film Commission’s February fundraiser was barely rolled up when Jeanne Romanoff started planning for the following year’s event.
The day after the 2011 Road to the Red Carpet gala, the Film Commission’s director of development gathered her event committee to discuss this year’s fourth annual black-tie event, set for Feb. 26. They knew immediately they’d be sticking with Pickwick & Frolic as the venue and Sherri Foxman, of Party 411 Events, as the event planner.
“We’ve really developed this strong team, which makes the planning that much more efficient,” Romanoff explains.
The Film Commission also discussed once again using Facebook and Twitter as a way to keep in touch with attendees, sponsors and donors during the year. In the lead-up to the 2011 event, the Film Commission posted information about silent auction items to be featured and shared the list of Academy Award nominees when they were announced. That focus on social media even extended to the night of the fundraiser, with organizers encouraging attendees to tweet about the event as a way to network with fellow guests.
“That’s the whole point of social media: to connect with one another,” Romanoff says. “If you’re in the same space physically, it’s so great if you can somehow connect socially through a different medium.”
The Film Commission’s incorporation of social media is just one of the meeting and event trends you’ll be seeing more of in 2012, according to area event planners, convention and visitors bureaus, and suppliers. Sustainable practices, interesting venues and simpler food options are others. Here’s what our local experts had to say about the state of the corporate event landscape.
Cutting back
After demand for corporate events bottomed out during the heart of the recession in 2008, companies are back at it — celebrating, launching and team building — with 44 percent of respondents to a Special Events magazine survey expecting to increase their number of events in 2012. But that doesn’t mean the events need to be as extravagant, or even as long, as they used to be. Companies can cut the cost of travel by shortening the length of an off-site meeting. “Rather than coming in on a Tuesday evening and having the meeting Wednesday morning, they’re simply coming in on Wednesday morning,” says Hollie Ksiezyk, catering sales manager at the Ritz-Carlton, Cleveland.
But not too much
While events don’t need to cover breakfast, lunch, dinner and all the goodies in between, there are certain things companies shouldn’t skimp on, such as audio visual for a presentation. If the event is content-based, keeping the attendees interested is a must, says David Leffew, director of sales and general manager at LaCentre Conference Facility. “Money that was invested in a cocktail reception is being put into the technology instead,” he says. “Having a production crew in the back of the room to run the meeting flawlessly, seamlessly, going from video to PowerPoint presentations to image — those things are key.”
Back-to-basics food
No matter what the event, you won’t escape feeding your attendees. But stray from the traditional (and more expensive) sit-down meal and serve something guests can have fun with, such as a gourmet macaroni and cheese station or a mashed potato bar with toppings, says Carrie Hoffer, founder of Experience Event Agency in Brunswick. “It forces your guests to mingle so that they’re not sitting for long periods of time at one table,” says Hoffer. “It really starts the networking within your event.”
Networking
Find somewhere a little more interesting than an open banquet room. Nontraditional venues, such as the Great Lakes Science Center, where National Interstate had its holiday party last year, are abundant in Northeast Ohio. Finding spots that promote mingling are a priority when planning an event, says Jamie Marks, senior human resources generalist at National Interstate. Eileen Saffran, founder and executive director of The Gathering Place, says that by networking and tapping different resources in the community to help plan and host events, the cancer-support organization can extend its message. “We like being able to work with people who can learn about us and learn that we’re a resource for them, their family, their company.”
Local, local, local
The fact that small businesses now officially have their own shopping day of the year (Small Business Saturday following the big guys’ Black Friday) shows the power of this national buy-local trend. Companies are looking for local vendors to supply just about everything from food to locations to the event planners themselves. So next time an event calls for signage, try a local designer and printer. Aside from supporting the local economy, companies can build professional relationships to come back to. “People understand what you’re trying to do, and you understand them,” Romanoff says. “As with so many other things, it’s all about building relationships.”
Building the team
Having unsatisfied employees can affect more than just the office mood. It can have a negative impact on customer loyalty, employee retention and even the bottom line, according to a 2010 study by Gallup’s James Harter and Associates. So investing in them might not be a bad idea. Create team-building events centered around philanthropy and civic engagement. For example, you can get out and pick vegetables at The Chef’s Garden and Veggie U in Huron that are then donated to inner-city schools. “Being able to step away from the business world and your suits and the stress to take care of the community and people in need — I think it’d be impossible for that not to tug on your heart and bring you all a little bit closer when you’re working together like that,” Ksiezyk says.
Going for the green
More businesses are doing what they can to lessen their impact on the environment. According to a 2011 Gibbs & Soell study, 88 percent of business leaders say their company is green. And not only are businesses practicing sustainability at their home office, they’re incorporating those values when hosting events. Companies can make an effortless swap at meetings by ditching bottled water for pitchers, for example. “If you’re really worth your salt in the sustainable world, you’re no longer taking those doggone plastic bottles and serving them,” says Christine Krause, director of marketing and development at Executive Caterers at Landerhaven. “You better have pitchers of water. You right away become more sustainable.” And when staying overnight at a hotel, conserve soap and water by letting management know you don’t need your bedding changed, Ksiezyk says.
Find an unforgettable venue
Maybe it’s because companies went through an event detox, but now that they’re back to planning, they want to make it something memorable. Lucky for Cleveland-area companies, they don’t have to go far to find a venue their attendees will remember. “I’ve had groups that have been here eight to 10 years ago, and they still talk about having an event in Cleveland because of the Rock Hall,” says Dan Williams, vice president of sales at Positively Cleveland.
Businesses will have even more to choose from in the next two years with the Greater Cleveland Aquarium set to open Jan. 21, the Horseshoe Casino to open in late March, and the Medical Mart and Convention Center in 2013. “Everyone wants to be the first at anything that opens in town,” Foxman says.
For companies that want to take advantage of these new attractions, Williams advises including it as a part of a package such as having an opening night reception at the casino.
If you’re looking for something a little more family friendly but still exciting, there’s the recently expanded Kalahari Resort in Sandusky. “The meeting can be on one side of the resort, but the families will be out enjoying the water park or the spa,” says Jerry Simon, assistant director of sales at Kalahari, which opened its new 215,000-square-foot convention center expansion Dec. 16.
Staying connected
Social media gives companies the ability to market, connect and network with people they may know and some they may not. Companies are taking full advantage of this medium through every stage of an event by creating a Facebook event and posting updates during the ramp up. Encourage attendees to tweet during the event with comments, questions or even quotes from speakers. And having attendees sign in on iPads or tablets allows companies to keep a digital record and also send electronic updates. “They’re able to send notifications or alerts if there’s a change in plans during the event, so that way people are informed from start to finish,” Hoffer says.
Tightening the budget belt
Although companies are hosting more events, they’re still adjusting to smaller budgets. Where events used to be in conference centers, now they could be on-site. Plan something memorable and within a smaller budget by finding a theme that works, Foxman says.
“It’s all about spending money wisely,” she says. “So a theme does that. And fiesta and Mardi Gras and carnival, those are themes that are inexpensive but have a big impact.”
When the events are off-site, companies can save by finding complimentary parking or being flexible with a meeting date by booking on the “shoulder dates” (Monday and Friday) at a hotel or conference center. “I might have a little more flexibility with room rental than I would on a Tuesday, Wednesday, Thursday because demand is going to be so much higher,” Ksiezyk says.