Both centres and association organizers have a shared stake in a successful outcome for any given event since whatever satisfies attendees is the best guarantee for future participation. Working together – using a centre’s unique knowledge of what works best in their facilities combined with the organizers in-depth understanding of what their delegates most want and need – is the best way to achieve this, but requires a commitment by both parties to cooperation and keeping an open mind to a range of possibilities.
Words Greg O’Dell, President and CEO, Walter E. Washington Convention Center and Events DC
I can best illustrate this via a specific example drawn from our own experiences at Events DC, which hosts hundreds of events annually in its venues, including the Walter E. Washington Convention Center. Over the years, the Center has established itself as a strong partner and resource for associations looking to increase attendance and enhance the overall event experience in Washington, DC – all while building innovative revenue opportunities.
Enhancing the Attendee Experience in DC
The Center has partnered with the Restaurant Association of Metropolitan Washington (RAMW) since 2012. RAMW uses our annual investment to enhance its local marketing spending and to develop select national promotions showcasing District restaurants and the District’s growing culinary experiences to national media, entrepreneurs and event organizers.
RAMW creates customized marketing campaigns for citywide and major Center events and promotes these events to its member restaurants, encouraging them to offer event-related discounts, incentive and welcoming opportunities. This gives event patrons a wider selection of restaurant options. This is a member benefit for RAMW members, driving thousands of new patrons looking for memorable dining experiences to restaurants throughout the city each week. The promotions particularly benefit newer, smaller restaurants with limited promotional budgets.
RAMW also provides the Center with enhanced client hospitality opportunities during quarterly Chef’s Table food showcase events.
The Center hosts RAMW’s annual awards gala to showcase our venue and food offerings to the restaurant community; Events DC is designated as the gala’s primary sponsor.
RAMW’s promotion of the District as a significant culinary destination creates a unique value proposition for leisure, business and convention travelers, as well as increasing the city’s appeal to tour operators, business developers and event organizers. It also significantly expands its member restaurants’ customer base at no additional marketing cost to its members through advance alerts of the convention business opportunities, creating a significant and valuable member benefit.
Read the rest of the article in the third issue of Boardroom available here.