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LAS
VEGAS:
Business at
Its Best

                                        Audiovox CEO
                                        Pat Lavelle Wins
                                        Big in Las Vegas
                                                                       LAS VEGAS: BUSINESS AT ITS BEST




Wynn Las Vegas
www.wynnlasvegas.com


        The services and facilities of Wynn Las Vegas
        and Encore were designed to meet and surpass
        the needs and expectations of professional
        meeting planners worldwide. By bringing to-
        gether highly experienced staff, placing a special
        emphasis on comfort and incorporating the
        most sophisticated technical capabilities, Wynn
        Las Vegas and Encore have created the indus-
        try’s leading meeting facilities.
            For those who like to mix a little pleasure
        with business, Wynn and Encore guests have
        convenient access to sumptuous fare from
        some of the world’s most celebrated chefs, two
        extraordinary shows, challenging play on the
        Strip’s only resort golf course, personalized
        treatments at the spas and salons and varied
        nightlife sure to exhilarate.
            The Wynn touch is felt throughout its
        200,000 square feet of convention space. Each        entire resort of professional people at your ser-
        room brings the outdoors in, with dramatic           vice to make sure it is a success. Our conference
        floor-to-ceiling windows and a terrace over-         staff is your onsite team making sure you have
        looking either the pool and gardens or the golf      everything you need, exactly when you need
        course. Two opulent ballrooms range in size          it. And count on the assistance of our conven-
        from 25,000 to 50,000 square feet, in addition       tion service managers, meeting concierges and
        to 18 meeting rooms and two beautifully ap-          catering managers to coordinate any last-minute
        pointed boardrooms.                                  event planning needs.
            Encore offers an additional 60,000 square
        feet of custom-designed, highly configurable
        meeting space from private boardrooms to a
        20,650-square-foot, column-free ballroom.
        The 17 meeting rooms and three boardrooms
        are warm and inviting, featuring unique decor
        and a subtle palette that allows for custom-
        designed settings. Meeting spaces also offer
        floor-to-ceiling windows that open onto terraces
        overlooking the exquisitely landscaped pool and
        gardens.
            When you plan your Las Vegas meeting at
        Wynn and Encore, you know there will be an




                                                                                         SUPPLEMENT      mpiweb.org   1
                             LAS VEGAS
                                         BUSINESS
                                         AT ITS BEST
                                         CONTENTS
                                         Inside Front Cover-Page 1
                                         Wynn Las Vegas

                                         Pages 3-5
                                         CEO Shares Story of Success in Vegas

                                         Pages 6-7
                                         MGM Grand

                                         Pages 8-9
                                         Mandalay Bay Resort and Casino

                                         Pages 10-13
                                         Vegas Delivers ROI

                                         Pages 14-15
                                         Palms Casino Resort

                                         Pages 16-17
                                         The Venetian/ The Palazzo

                                         Pages 18-21
                                         The quickest way to prove your value is to
                                         prove the value of ROI.

                                         Page 23 & Back Cover
                                         Las Vegas Meetings by Harrah’s Entertainment

                                         Page 24 & Inside Back Cover
                                         Cirque du Soleil




Written by Dalia Fahmy

Editorial support from the
staff of One+, with design
support from Sherry Gritch
of SG2Designs.
CEO
 Shares Story of
Success in Vegas

 A SINGULAR GLANCE AT HOW THIS DESERT
      CITY IS DRIVING BUSINESS SUCCESS.
                     PEOPLE SHOW UP. In short, that’s why
                     Pat Lavelle, CEO of Audiovox, likes to
                     participate in trade shows and events held
                     in Las Vegas.
                         Audiovox, a New York-based consum-
                     er electronics company, spends more than
                     US$2 million exhibiting at six major trade
                     shows around the world each year. Trade
                     shows give the company an opportunity to
                     introduce new products and educate po-
                     tential customers about the breadth of its
                     offerings. While the company isn’t actively
                     trying to sell products there, it takes ad-
                     vantage of face-to-face meetings to explain
                     its technologies, garner press coverage and



                                                                   SUPPLEMENT   mpiweb.org   3
                           AP PHOTO/PAUL SAKUMA




                                                  create buzz. And the biggest bang for the
  Las Vegas plays a
                                                  buck, Lavelle says, is found in Las Vegas.
 key role in facilitat-                              “Vegas is a good draw,” said Lavelle,
   ing Lavelle’s mar-                             who joined Audiovox in 1977 as an au-
 keting strategy, as                              dio salesman. He points out that Las Ve-
                                                  gas gives him a chance to get in front of
    it is the only city
                                                  more customers in a short period of time.
 equipped to handle                               “We go to trade shows to meet people, and
     an event of this                             there are a lot of people who like to go to
     size. The CES is                             Vegas. In some ways, it’s the quickest way
                                                  to get the word out to the market about
  the country’s larg-
                                                  our new products.”
      est trade show                                 Recently, Audiovox displayed hundreds
   with 120,000 at-                               of items—from camcorders to marine an-
tendees and 2,500                                 tennas and automobile Bluetooth kits—in        ISTOCKPHOTO (2)

         participating                            a 14,000-square-foot booth at the mas-
                                                  sive Consumer Electronics Show (CES)           stiff competition from international con-
           companies.
                                                  in Vegas. Audiovox invested more than          glomerates with bigger marketing budgets.
                                                  $500,000 and seven months to pull off this     CES provides Audiovox a stellar opportu-
                                                  year’s CES display.                            nity to shine in front of customers.
                                                     With $600 million in revenues and               “CES is the only place in which Audio-
                                                  brands such as RCA and Jensen under its        vox can tell its whole story,” Lavelle said,
                                                  belt, Audiovox is a major player in the con-   explaining that Audiovox’s vast range of
                                                  sumer electronics space. But it still faces    products fits into the CES mandate since




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                                                                    Vegas experience for sever-
                                                                                                      Quick Vegas
                                                                    al reasons. For one thing,        Recommendations
                                                                    transportation is easy. This      In three decades of visiting
                                                                    means that attendees spend        Las Vegas, Pat Lavelle,
                                                                    less time sitting in traf-        CEO of Audiovox, has
                                                                    fic and more time on the          gained quite a bit of insider
                                                                    trade show floor. In fact,        knowledge. Asked to give
                                                                    Lavelle wasn’t surprised to       his top three tips for
                                                                    hear a statistic published        visitors, he came up with
                                                                                                      two enticing suggestions
                                                                    by the Las Vegas CVA
                                                                                                      and one practical piece of
                                                                    showing that trade show
                                                                                                      advice.
                                                                    attendees spend more time
                                                                    on the show floor when                The Ghostbar, an
                                                                    programs are held in Las          indoor/outdoor hotspot
                                                                    Vegas (11.5 hours in Las          on the 55th floor of the
                                                                    Vegas compared to 5.8 to          Palms Resort & Casino,
                                                                    9.5 hours in other cities).       has an extraordinary view
other shows, such as the National Auto-              “If you’re not stuck in traffic for half an      of Las Vegas, according to
mobile Dealers Association trade show,           hour, that’s time you can spend at the trade         Lavelle, because it’s off the
target narrower audiences. “At CES you           show,” he said.                                      beaten path.
can see the entirety of what we do, and that         In addition, most of the city’s event ven-
                                                                                                          Michael Mina is a
image has a certain impact on buyers. They       ues are centrally located so even if Las Ve-
                                                                                                      restaurant at the Bellagio
realize they are dealing with a substantial      gas traffic grinds to a halt, attendees have
                                                                                                      named after the Michelin
company.”                                        less distance to cover.
                                                                                                      award-winning chef. With
    Las Vegas plays a key role in facilitat-         “Las Vegas has been able to grow                 a focus on modern cui-
ing Lavelle’s marketing strategy, as it is the   into its role as a convention city, whereas          sine and an emphasis on
only city equipped to handle an event of         in other cities, it’s more like, ‘We need a          seafood and vegetarian
this size. The CES is the country’s largest      convention center, where do we put it?’”             dishes, it’s one of Lavelle’s
trade show with 120,000 attendees and            Lavelle said.                                        favorites. “It’s unique. Just
2,500 participating companies. If such a             Another reason Lavelle likes Las Vegas           try it.”
trade show were held in a smaller city, it       is for its wealth of amenities. Because the
would likely feel more constricted and har-      city has so many hotel rooms, restaurants                 Get to the airport early.
ried. In Las Vegas, however, attendees ac-       and entertainment options, attendees feel            Although McCarran Inter-
                                                                                                      national Airport is used to
tually have a chance to enjoy themselves.        comfortable and well taken care of. This in
                                                                                                      handling heavy traffic—it
    “If you’re getting a crowd of 120,000        turn means they are in a better mood when
                                                                                                      has 900 inbound and out-
people, you’d better have a city that has        learning about new Audiovox products.
                                                                                                      bound flights each day, and
the rooms, restaurants and everything else           “If people have a good experience with           non-stop service from 130
to keep people moving around,” he said.          the show they’re visiting and the city they’re       cities—after trade shows it
“Otherwise the experience at the show is         in, it’s better for us,” he said.                    can fill up quickly. “It’s mad-
not good.”                                                                                            ness at the end of a trade
    Lavelle says attendees enjoy the Las                                                              show,” Lavelle said.




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LAS VEGAS: BUSINESS AT ITS BEST




            MGM Grand
            www.mgmgrand.com/meetings


                      Accommodations                                         du Soleil at MGM Grand, is theater in the
                      After a meeting in the MGM Grand Marquee               extreme. Feel the nightlife pulse at Tabú Ultra
                      Ballroom, attendees can relax and unwind               Lounge or Studio 54. For the ultimate in relax-
                      in one of MGM Grand’s over 5,000 diverse               ation, guests can indulge with a world-class treat-
                      accommodations. Options range from deluxe              ment at the Grand Spa or get pampered with a
                      rooms and suites in the Grand Tower to SKY-            salon service at the celebrated Cristophe Salon.
                      LOFTS. The boutique-style West Wing offers
                      700 innovative rooms reflecting as much style          Meeting Space
                      as they do comfort. Recharge as you take in the        Meetings and conventions are held in MGM
                                                  spectacular view           Grand’s award winning conference center,
                                                  from one of our            which boasts 600,000 square feet of versatile
                                                  SKYLOFTS, a pri-           meeting space. It offers indoor and outdoor
                                                  vate sanctuary of          meeting space, including the 61,577-square-foot
                                                  elegant two-story          Grand Ballroom, the 49,226-square-foot Pre-
                                                  accommodations             mier Ballroom and nearly 50,000 square feet of
                                                  atop MGM Grand.            pre-function space with views of The Strip and
                                                  The Signature at           the Grand Pool complex. More than 50 meeting
                                                  MGM Grand gives            rooms are set to accommodate groups with
                                                  guests a dynamic           anywhere from 20 to 10,000 attendees.
                                                  experience in a               Additionally, with a full audiovisual and
                      world of escape. In all, MGM Grand offers              production department, a business service
                      nine accommodation options, with the highest-          department and an award-winning staff of
                      caliber amenities and comfort.                         Certified Meeting Planners, MGM Grand is the
                                                                             one place for every event need.
                      Dining
                      MGM Grand has some of the world’s greatest             New Renovations and Expansions
                      culinary legends represented under the same            In 2008, MGM Grand proudly opened the
                      roof. With restaurants ranging from upscale to         new MGM Grand Marquee Ballroom. This
                      casual, this is the place to tantalize every palate.   innovative convention area provides 92,000
                      Known globally as “The Chef of The Cen-                square feet, a 6,000-person capacity and has
                      tury,” Joël Robuchon delivers exquisite French         no pillars. The MGM Grand Pavilion provides
                      cuisine with dramatic flair at his two namesake        direct access with no ramps needed. Additional
                      restaurants. Other dining destinations include         features include power outlets conveniently
                      Wolfgang Puck’s California-inspired cuisine and        located in the floor, a fully carpeted interior,
                      Emeril Lagasse’s signature blend of Creole-            rigging points throughout the building with a
                      Cajun specialties. Whatever the dining desire,         capacity of holding up to 1,000 pounds and
                      MGM Grand is a mecca of delectable epicurean           incandescent lighting with dimmer functionality.
                      experiences.                                           With a convenient location between the hotel
                                                                             and conference center, this new space is ideal
                      Recreation & Activities                                for trade shows, food and beverage functions
                      KÀ, the unprecedented new show from Cirque             and general sessions.




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LAS VEGAS: BUSINESS AT ITS BEST




            Mandalay Bay Resort and Casino
            mandalaybay.com/conventions


                                                                            Fast Facts
                                                                              • Country’s largest staff of certified meeting
                                                                                professionals
                                                                              • 1.7 million square feet of flexible
                                                                                meeting/exhibit space
                                                                              • Restaurant-quality catering in a banquet
                                                                                setting
                                                                              • Largest pillar-less ballroom west of Florida
                                                                                (100,000 square feet)
                                                                              • State-of-the-art Events Center seats 12,000
                                                                              • Spaces for groups of three or 30,000
                                                                              • One Contact/One Contract
                                                                              • Loading docks open directly into
                                                                                exhibit halls
                                                                              • 22 critically acclaimed restaurants
                                                                              • Entertainment and dining option adjacent
                                                                              • 8x AAA Four-Diamond Resort
                                                                              • Three on-property hotels, including
                                                                                Mandalay Bay, TheHotel and Four
                                                                                Seasons
                                                                              • 4,700 upscale rooms
                                                                              • Closer to the airport than any other Las
                                                                                Vegas event center
                                                                              • Attractions range from an 11-acre beach
                                                                                to a frozen ice lounge

                                                                            Testimonials
                                                                            “9.9 on food quality! […] Mandalay Bay man-
                      From the beginning, we’ve put business suits          ages not only to serve food to 15,000 people…it
                      above bathing suits and presentations above           also tastes fantastic!”
                      profiteroles. With features like 1.7 million                                   Richard Toscano, Cisco
                      square feet of flexible space and the largest staff
                      of certified meeting professionals in the country,    “This was the smoothest first morning of the
                      it has been our continuing endeavor to create         conference we have had in 52 years!”
                      business services that surpass even our vast                                Barbara Bohman, IFEBP
                      entertainment offerings. From executive gather-
                      ings to international conventions and trade
                      shows, Mandalay Bay has the venues, expertise
                      and resources to make your meeting a success.




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VEGAS
DELIVERS

ROI
 10   one+   02.10   SUPPLEMENT
                       Las Vegas unflinchingly
                       continues to propel value
                       and growth for business
                       meetings and events.



          G                        ranted, Las Vegas
                                   isn’t a unanimous
                                   draw for everyone,
                                   and some execu-
                                   tives in charge of
                       signing off on meetings can
                       be turned off by inaccurate
                       perceptions. In some cases,
                                                         manager at the Solar Energy
                                                         Industries Association and the
                                                         president of MPI’s Potomac
                                                         Chapter, recently booked the
                                                         Red Rocks Resort in Las Ve-
                                                         gas for a retreat in large part
                                                         because it’s off the beaten
                                                         path—and off the Strip.
                       organizations refuse to hold
                       events in Las Vegas altogeth-
                       er to avoid public scrutiny.
                                                         Goldsmith
                       Some federal agencies don’t       points out that
                       reimburse employees for at-
                       tending events there.             most hotels
                           However, as Las Vegas         offer free valet
                       continues to prove that it is a
                       great business destination, it    parking, and
                       is increasingly offering alter-   that a cab ride
                       natives. The Mandarin Ori-
                       ental and Four Seasons, for       from the air-
                       example, have no gambling
                                                         port costs just
                       on their premises. Most ho-
                       tels have invested heavily in     $15.
                       restaurants, spas, golf courses
                       and other sporting facilities,        “What struck us was that
                       and some have rebuilt their       they had a bowling alley,”
                       interiors so meeting attendees    Pelham said. “We thought
                       don’t have to go anywhere         it would be a great way for
                       near a casino on the way to       people who have been at
                       work.                             meetings all day to network
AP PHOTO/LAURA RAUCH       Carlos Pelham, meetings       at a unique event.”




                                                              SUPPLEMENT       mpiweb.org   11
            Of course, a fair share of visi-     amenities were better and attend-
        tors here do want to stay up late        ees could fly in directly and cheaply
        and party. If you’re worried about       from dozens of cities around the
        bleary-eyed nappers the next day,        U.S.
        fear not. Meeting planners agree             “What do I like about Vegas?”
        that attendees are just as diligent      Ross asked, laughing. “It’s more
        and attentive in Las Vegas as they       like, what don’t I like.”
        are in other cities, even if they have       Known to some as the Enter-
        been up late the night before.           tainment Capital of the World, Las
            In fact, according to the Las        Vegas is diligently building its repu-
        Vegas CVA, attendees spend more          tation as the meetings and events
        time on the trade show floor—on          capital of America. The city has
        average 11.5 hours—when events           spent millions polishing its profes-
        are held in Las Vegas, compared to       sional event credentials, and the re-
        less than 9.5 hours in other cities.     sults are impressive. Las Vegas now
            “If an attendee is going to party,   hosts more than 22,000 meetings,          ISTOCKPHOTO

        they’re going to party and it doesn’t    conventions and trade shows each
                                                 year, drawing almost 6 million at-
        matter if they are in Vegas or some-
        where else,” said Julie Martinez,        tendees.
                                                                                           The city’s
        director of events and incentives at         These numbers reflect a grow-         reputation as
        Dallas-based Lennox International.       ing belief among event professionals
        “The good thing about Vegas is           that planning an event in Las Vegas
                                                                                           a city full of
        planners and attendees can make it       is easier and more productive than        entertainment
        into anything they want.”                in many other places.
            But Las Vegas offers more than           “Business does happen in Ve-
                                                                                           certainly helps,
        just atmosphere, it offers planners a    gas,” Pelham said. “What a lot of         but affordability
        strategic advantage.                     other cities are able to offer, Las Ve-
                                                 gas can offer threefold.”
                                                                                           also plays a
        Business Happens                                                                   factor. Flights
        When Hurricane Katrina hit five          More Space
        years ago, Deborah Ross suddenly         Planners say one of the biggest ben-      are fairly cheap
        found herself scrambling to move         efits of holding an event in Las Ve-      so attendees
        an event she had booked in New           gas is seemingly endless space at a
        Orleans. The director of meetings at     wide variety of prices. The city now      can fly on their
        the National Commission on Cor-          has more than 140,000 hotel rooms         own dime if their
        rectional Healthcare, who is respon-     and 10 million square feet of exhibit
        sible for several national conferences   space. It also boasts three of the 10     employers won’t
        each year, says having to start from
        scratch with just six months notice
                                                 largest U.S. convention centers.
                                                     While similar spaces can be
                                                                                           pay.
        threw her into a crisis. Luckily, she    found in other large cities, one thing
        got a break.                             that sets Las Vegas apart is that its
            “Las Vegas bailed me out,” Ross      city center is so compact and easily
        said, explaining that the Las Vegas      explored by foot. For planners this
        CVA quickly sent out a call for bids     means less time and money spent
        to several hotels she was interested     organizing local transportation,
        in, who came back with better of-        and for attendees it means less time
        fers than most other cities she was      stuck in traffic.
        considering. Prices were lower,              Martinez says the choice of large



12   one+   02.10   SUPPLEMENT
                                          hotels offer free valet parking, and     have folks who are signing multi-
                                          that a cab ride from the airport costs   year deals now to lock in those
                                          just $15. Planners say hotels also of-   rates.”
                                          fer very professional consultations         Those discounts may help ex-
                                          and generous incentives, such as         plain why Las Vegas managed to
                                          free limo pick-ups or discounts on       keep its occupancy rates fairly high
                                          food and beverage bills. And since       through the recession: In 2008, a
                                          attendees are more than happy to         whopping 89.8 percent of hotel
                                          be left alone after hours to explore     rooms were booked.
                                          the city, planners have to spend less
                                          time and money organizing catered        Higher Attendance
                                          events.                                  Anyone who knows Las Vegas will
                                              Attendees can also save on events    tell you that it’s not surprising that
                                          held in Las Vegas if they’re paying      the city managed to keep its rooms
                                          their own way. The airport has 900       filled. Something about Vegas just
                                          inbound flights each day and non-        makes people want to show up.
facilities is one of the city’s biggest   stop services from more than 130              The CVA says that trade show
draws.                                    cities, which means that visitors to     attendance increases 14 percent
    “For us it’s the only city where      Las Vegas can often fly in for less      when a convention rotates into Las
we can do a large meeting in one          than $200.                               Vegas, and meeting planners at a va-
place, and we don’t have to split             Transportation is also very con-     riety of organizations concur. Ross
hotels,” said Martinez, whose com-        venient for those just arriving: Mc-     says every meeting she has held in
pany makes heaters and air condi-         Carran International Airport sits        Vegas in the past seven years has
tioners and can draw up to 5,000          just one mile from the Strip and         broken attendance records.
attendees to a single event.              within a 15-minute drive of 100,000           The city’s reputation as a city
                                          guest rooms.                             full of entertainment certainly helps,
Less Expense                                                                       but affordability also plays a factor.
This seemingly endless supply of          Recession Hurts                          Flights are fairly cheap so attendees
space has another pleasant side ef-       Of course, like most cities, Las Vegas   can fly on their own dime if their
fect for event organizers: lower          has been hit by the economic slump       employers won’t pay. Plus, even if
prices. While Las Vegas is not the        and last year’s backlash against lav-    the meeting is taking place at an
cheapest U.S. city, planners say they     ish corporate spending on events.        expensive hotel, attendees can still
can organize a meeting from nuts          The city has been affected more          branch out on their own and find a
to bolts here for far less than they      than other cities, perhaps, because      decent room for less than $70.
would at comparable facilities in         of a glut of new hotels that flooded          Martinez with Lennox says she
other cities.                             the market just before the real estate   can boost attendance by up to 10
    For one thing, the average room       bubble burst.                            percent by holding an event in Las
rate of $119 is significantly cheaper         Richard Harper, vice presi-          Vegas, particularly when organizing
than most other major cities. For         dent of sales and marketing at the       meetings for customers coming in
another, you get much more bang           Mandalay Bay Resort and Casino,          from colder cities.
for the buck.                             says many hotels have had to cut              “The location has good draw.
    “There’s tremendous value,”           their rates, but he expects prices to    There’s built-in entertainment and
according to Michael Goldsmith, a         bounce back soon.                        it has pretty easy in-and-out access.
spokesman at the Las Vegas CVA.               “The prices we’re offering today     People know they can come and
“Hotels have so many different            aren’t going to be available much        tack on a fun weekend at the end.”
ways to generate revenue, they don’t      longer,” he said, explaining that he’s
need to charge a lot for the room.”       already seeing a bump in demand
    Goldsmith points out that most        due to the recovering economy. “I



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LAS VEGAS: BUSINESS AT ITS BEST




            Palms Casino Resort
            www.palms.com


                                                                          to a whole new level in an ultra-contemporary
                                                                          setting. This non-gaming sanctuary features
                                                                          599 suites ranging from spacious studios and
                                                                          one-bedrooms to spectacular penthouses. Re-
                                                                          sort amenities include Drift, a two-story spa
                                                                          enclave that boasts Las Vegas’ first hammam, a
                                                                          co-ed hideaway recalling the ancient traditions
                                                                          of a Turkish bath. For a casually elegant din-
                                                                          ing experience, celebrity chef Kerry Simon has
                                                                          created an inventive modern American menu at
                                                                          his namesake restaurant, Simon at Palms Place.
                                                                          Additional resort amenities include Primp Salon
                                                                          operated by renowned color specialist Michael
                                                                          Boychuck, the intimate lobby bar, Rojo Lounge,
                                                                          and the only Las Vegas location of L.A.’s famed
                                                                          Sunset Tan. Guests of Palms Place also have
                                                                          direct access to entertainment, dining and night-
                                                                          life at the Palms via the SkyTube, an elevated,
                                                                          enclosed moving walkway that joins the two
                                                                          complexes.
                      The Palms Casino Resort is best known as Las            If you care to mix a little business and
                      Vegas’ celebrity playground, playing host to        pleasure, the Palms Fantasy Tower is home to
                      MTV’s Video Music Awards, E!’s Girls Next           the world’s most incredible themed suites that
                      Door and Bravo’s Celebrity Poker Showdown.          double as over-the-top meeting and entertain-
                      But a new level of luxury accommodations at         ment venues. Guests can move from suite to
                      Palms Place, paired with legendary nightlife,       suite with one-of-a-kind amenities like regula-
                      a diverse mix of award-winning restaurants          tion bowling lanes in the Kingpin Suite or a
                      and more than 200,000 square feet of innova-        basketball half-court in the Hardwood Suite.
                      tive meeting space truly define this destination    The Pearl Concert Theater at the Palms is not
                      resort. Spacious guestrooms boast panoramic         just reserved for today’s hottest acts. The 2,500-
                      views of the Vegas skyline. Notorious hotspot       seat state-of-the-art theater is fully equipped
                      RAIN sets the standard for outrageous nightlife,    with a complete audiovisual setup for general
                      while the Playboy Club offers a hipster hangout     sessions, meetings, private concerts, conven-
                      in a chic ultra lounge environment. And the         tions, live broadcasts and other special events.
                      French culinary brilliance at Michelin star-rated   With 18 private and semi-private boxes and a
                      Alizé at the top of the Palms takes dining deca-    14,275-square-foot ballroom located above,
                      dence to new heights, elevating the Las Vegas       The Pearl is ideal for corporate conventions and
                      experience beyond imagination.                      VIP entertaining. This eclectic mix of not-so-
                          The newest addition to the Palms Casino         traditional venues is completely customizable
                      Resort, Palms Place Hotel and Spa takes luxury      for any group, large or small.




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LAS VEGAS: BUSINESS AT ITS BEST




            The Venetian/ The Palazzo
            www.venetian.com, www.palazzolasvegas.com


                      At the center of the Las Vegas Strip is the largest   whether your group is 50 people or 50,000
                      and most spectacular all-suite, five-diamond          you’ll have a one-of-a-kind, customizable expe-
                      resort in the world—The Venetian—a mas-               rience. With all facilities consolidated into one
                      terpiece of awe-inspiring sights and amenities        area, convention planners find better interaction
                      boasting the essence of Venice. Next door to          between employees, creating a more productive
                      The Venetian, The Palazzo welcomes guests             and successful working environment.
                      into their own personal, five-diamond retreat             At Las Vegas Sands Corp.(LVSC), responsi-
                      in the heart of all the action. Here, it all comes    bility to the planet is as important as commit-
                                                                            ment to guest comfort. Dedication to sustain-
                                                                            ability is a cornerstone of business philosophy
                                                                            for LVSC. As such, a leadership role with the
                                                                            Sands Eco 360° Global Sustainable Develop-
                                                                            ment program has been taken. From The
                                                                            Palazzo and The Venetian in Las Vegas to the
                                                                            destination resorts in Asia and Pennsylvania,
                                                                            more than 27,000 team members are commit-
                                                                            ted to reducing impact on the environment. By
                                                                            choosing The Venetian and The Palazzo, you
                                                                            are doing your part to make sure your meeting
                                                                            or convention is environmentally conscious as
                                                                            well as incredibly successful.
                                                                                The Venetian and The Palazzo play host to
                                                                            more James Beard Award-winning restaurants
                                                                            under one roof than anywhere in the world.
                      together to fashion the epitome of a lifestyle of     Restaurants designed and managed by Char-
                      luxury. Together The Venetian and The Palazzo         lie Trotter, Wolfgang Puck, Mario Batali and
                      showcase the world’s finest accommodations,           Emeril Lagasse are among a few of the featured
                      dining, shopping, spa and entertainment.              dining experiences, from fun and festive to
                          The Venetian and The Palazzo welcome              upscale and private, that The Venetian and The
                      guests with more than 7,000 luxury suites, the        Palazzo offer.
                      standard version of which is roughly double the           The Shoppes at The Palazzo showcases the
                      size of the average Las Vegas hotel room. Each        world’s leading designers. Barneys New York,
                      suite includes an oversized 130-square-foot           Van Cleef & Arpels, Diane von Furstenberg,
                      bath, finished in Italian marble and a sunken         Chloé, Christian Louboutin and many more are
                      living room with full-size sofa bed. Internet         among the image makers and rule breakers that
                      access and a safe big enough to hold a laptop in      reside in this refuge for the fashion-forward.
                      each room are perfect for the business traveler.          The Grand Canal Shoppes at The Venetian
                          The Venetian, The Palazzo and the Sands           offers an exceptional mix of more than 80 high-
                      Expo form the ultimate meeting, incentive             fashion boutiques. Relax and take a leisurely
                      travel, convention and exposition destination         ride as a gondolier serenades you on the world’s
                      with everything you need to make your meeting         most famous indoor gondola ride.
                      a success. It begins with more than 2.25 mil-             It’s all here in the most exciting city in the
                      lion square feet of meeting space that ensures        world!


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        It’s in hot
        demand
        by those
          writing
      the checks.

        And now
     there’s ample
        data and
        research
       available to
       help prove
      the value of
      your events.




SUPPLEMENT   mpiweb.org   19
                                          don’t have the numbers to make
The recession                             your case now. And planners face
                                          many different situations in which
is gliding by                             they have to prove the value of
                                          meetings—and each situation calls
Eric Rozenberg,                           for a different set of data.
CMM, CMP. He specializes in                  Don’t be discouraged. There is
helping clients measure ROI. A few        a growing set of data you can rely
years ago, when he approached             on, from scientific studies published
companies across Europe and of-           by universities to informal surveys
fered to measure the value of             conducted by professional associa-
meetings in euros and cents, many         tions.
brushed him off. Now, they’re lin-
ing up for his services.                  Outside Research
    “When I used to tell people           If you lack the time or know-how
                                                                                  Even the best research       you’re trying to make, so
about what we were doing, they            to conduct your own research, sci-      into the value of meetings   depending on whether
said, ‘That’s very nice, but we           entific studies conducted by aca-       and events won’t help        you’re trying to justify
don’t have the budget or time for         demic researchers offer a deep and      unless you know how          your position as an in-
it,’” said Rozenberg, president of        authoritative well of data. In the      to use it. In fact, simply   house corporate planner,
Swantegy, who has been help-              past couple of years, a variety of      citing data without first     or you’re an independent
                                                                                  determining its relevance    planner trying to con-
ing European customers organize           groups have published studies on
                                                                                  can hurt your cause.         vince a client to hold a
events for 13 years. “Now, with           meetings and events, some directly          “If you’re trying to     face-to-face meeting, you
the economic situation, people are        (by measuring the impact of face-       make a persuasive case       should tailor the data you
coming back and saying, ‘Remem-           to-face meetings) and others indi-      with research, you have      pluck from studies.
ber that thing you mentioned, can         rectly (by, say, focusing on the ROI    to understand some basic
                                                                                  things first,” said Mary      How reliable is the
you tell us more about it?’”              of business travel).
                                                                                  Boone, a communica-          data? You should not
    Measuring the value of events             An authoritative 2009 study by      tions expert and founder     only understand data
is a hot topic these days—research        Oxford Economics used a mix of          of Boone Associates.         points thoroughly, but
proves ROI is increasingly demand-        hard data and opinions from 300         Professionals should an-     also be prepared to an-
ed by those who spend money on            senior executives at U.S. companies     swer a series of questions   swer detailed questions
meetings, from Fortune 500 CEOs           to show that every dollar invested      before pulling out their     about how they were
                                                                                  data arsenals.               gathered.
to delegates who register for US$49       in business travel earned compa-
                                                                                                                    Just because
a day.                                    nies $12.50 in revenue. Face-to-        Who are the stakehold-       scientific research can
    But rarely is the right data avail-   face meetings allow companies to        ers you’re trying to         help bolster your case,
able at the right time, and many          convert 40 percent of prospective       reach—or put simply,         doesn’t mean you’re lost
meeting professionals end up fudg-        customers, as opposed to just 16        whom are you trying to       without it. Especially if
                                                                                  influence? It’s not just      you’re an internal planner
ing their ways through ROI discus-        percent without such a meeting.
                                                                                  a matter of differentiat-    who is trying to sway
sions. If you haven’t collected years’        Mary Boone, a communica-            ing between internal and     a corporate decision
worth of data already, you probably       tions expert and founder of Boone       external audiences. You      maker, you might have
                                                                                  must also understand the     better luck relying on
                                                                                  perspective and priorities   respected executives
                                                                                  of the person you’re ad-     within your company.
                                                                                  dressing. A CFO who has           “Internal opinion lead-
    Face-to-face meetings allow companies                                         been instructed to cut       ers can be very helpful
    to convert 40 percent of prospective                                          costs, for example, has      in providing insights that
                                                                                  very different needs from    validate what you’re say-
    customers, as opposed to just 16                                              a radiologist who is de-     ing,” Boone said. “The
                                                                                  ciding whether to attend     opinion of a person who
    percent without such a meeting.                                               an annual conference.        is in a very good position
                                                                                                               to know and who is in-
                                                                                  What is your message?        fluential is in many cases
                                                                                  The same set of data         worth more than a lot of
                                                                                  won’t prove every case       statistics.”


  20   one+   02.10     SUPPLEMENT
Associates, says the data back up a      relationships” and “lead to higher     with $250 million to $5 billion in
variety of arguments, but planners       quality decision-making.”              revenue. Late last year, respondents
should use it selectively.                    Unlike other studies of this      were asked to assess, among other
    “This is a study I would use if      kind, the Forbes paper also elicited   things, the ROI they derived from
you’re addressing suppliers who          answers about the drawbacks of         event-based marketing.
exhibit at your show,” Boone said.       virtual meetings. Among others,            The bottom-line result: A grow-
“It shows that people really pre-        38 percent said that “technology-      ing number of top-level executives
fer to do business in a face-to-face     enabled meetings often result in       at America’s largest companies be-
environment, and that face-to-face       disruption and delays,” and 49         lieve that using events to market
provides an opportunity to convert       percent of respondents said face-to-   their products is one of the most
customers.”                              face meetings offer less opportunity   effective forms of marketing out
    The study is particularly strong     for unnecessary distraction.           there.
because it didn’t just collect opin-          And then there’s Why Face-to-         In fact, 26 percent of executives
ions, but also ran a statistical anal-   Face Business Meetings Matter,         say event marketing provides the
ysis of data across the economic         largely an academic review of exist-   highest ROI—up from 22 percent
spectrum provided by governmen-          ing literature on small group and      in 2007.
tal agencies to quantify what kind       organizational behavior research,          Executives say event marketing
of an impact business travel has on      published by Dr. Richard Arvey         is so effective because it brings cus-
economic productivity.                   at the University of Singapore.        tomers and companies face-to-face.
    Another convincing survey pub-       Instead of simply examining one        And that, in turn, fosters relation-
lished by the Harvard Business Re-       group of respondents, the study        ships more effectively than other
view and sponsored by British Air-       combed through years of existing       forms of interaction.
ways, Managing Across Distance           psychological research. He found,          “When you are making a per-
In Today’s Economic Climate: The         among other things, that studies       sonal decision that involves a per-
Value of Face-to-Face Communica-         show “media rich channels” of          sonal expense, or a professional
tion, asked 2,300 HBR subscrib-          communication, such as face-to-        one that puts your career or your
ers around the world to assess the       face meetings, are more effective      reputation on the line, you want
value of face-to-face communica-         when participants express feelings,    the ability to closely judge the
tion during the economic down-           when tasks must be coordinated or      brand’s integrity,” said David Rich,
turn. The results were powerful: 79      when one is trying to persuade oth-    senior vice president of worldwide
percent said that face-to-face meet-     ers. He says studies also show that    strategic marketing at George P.
ings are the “most effective way to      personal meetings let participants     Johnson.
meet new clients to sell business”       develop transparency and trust,            The numbers concur: 53 percent
and another 89 percent agreed that       and help them pick up nuances of       of those surveyed say event market-
in-person meetings “are essential        organizational culture more eas-       ing is the marketing discipline that
for sealing the deal.” Perhaps not       ily. The caveat: This study focused    best accelerates and deepens rela-
surprisingly, 93 percent said such       on meetings of small groups, and       tionships, trailed by a wide margin
meetings are particularly helpful        the findings might not apply in the    by public relations, at 19 percent.
when negotiating with “people            same way to larger gatherings.             While these results consist main-
from a different language and cul-                                              ly of opinions—which may or may
tural background.”                       Industry Numbers                       not convince your boss or clients to
    Another weighty study that           Industry associations have studies     give you a bigger event budget—
measured the impact of face-to-          of their own. One of the biggest       they do offer a valuable glimpse at
face meetings came from Forbes           such efforts, the annual Event-        what the competition thinks about
Insights, a division of the Forbes       View survey published by the MPI       events.
publishing group, which surveyed         Foundation, the Event Market-              “Surveys like EventView are
760 business executives. The Case        ing Institute and marketing firm       extremely useful with our clients
for Face-to-Face found that the ma-      George P. Johnson, is considered       in Europe, because they’re not as
jority of respondents (84 percent)       authoritative because its respon-      aware of the strategic value of meet-
prefer personal meetings to “build       dents consist mainly of top-ranking    ings in North America,” Swantegy’s
stronger, more meaningful business       marketing executives at companies      Rozenberg said.


                                                                                                          SUPPLEMENT     mpiweb.org   21
            In addition to the annual Event-      professionals a significant advan-       data and briefing management was
        View survey, MPI also publishes           tage in proving the value of meet-       less than $5,000, Phillips estimates,
        a bi-monthly Business Barometer.          ings, they can never replace the real    measured largely in the cost of addi-
        Meant to gauge business condi-            thing: conducting your own studies.      tional hours worked. In most cases,
        tions in the event industry, the Ba-          Measuring the impact of the          measuring ROI for events takes one
        rometer’s main utility is in helping      meetings you have organized in the       to three weeks.
        show how planners are deploying           past will not only give you data to          Hiring an outside company to
        their resources and how they view         present when you’re making your          measure ROI can be considerably
        the future.                               case for a bigger budget or for a        more expensive, although Phillips
            In December, for example, the         more innovative design, it will also     says the costs pale in comparison
        Barometer showed that 44 percent          help you better analyze your own         to other expenses. He points to a
        of meeting professionals had a posi-      work so you can continue to grow         conference call he once had with
        tive industry outlook, up 10 percent      and deliver consistently higher re-      a maker of mobile devices, which
        in two months. The Barometer              turns.                                   was planning a $16 million con-
        also showed a brighter assessment             If you do decide to measure ROI      sumer conference. When he pegged
        of current business conditions: 30        internally—and you should, be-           his estimate for measuring ROI at
        percent had a positive view on cur-       cause that’s where your competitors      $45,000, executives balked. But
        rent conditions, up from 19 percent       are headed—it’s good to get some         then they realized that $45,000
        in October and just 15 percent in         myths out of the way.                    comes out to less than 0.25 percent
        August.                                       First, conducting your own           of the total bill.
            Perhaps more importantly, the         studies is not as expensive or time-         “One guy spoke up and said
        Barometer shows which business            consuming as it sounds. Jack Phil-       ‘we’re going to spend that much on
        segments are paying off for meeting       lips, inventor of the Phillips ROI       olives,’” Phillips recalled.
        professionals and which are seeing        Methodology (which helps compa-              Another myth is that you must
        the biggest losses. In December, 49       nies across industries measure ROI),     measure ROI for every event in order
        percent of respondents said they had      points out that once the measure-        to have enough data to make your
        seen the biggest decrease of activities   ment process becomes integrated          case. Phillips argues that’s simply
        in the domestic corporate market,         in the event planning strategy, it’s     not true. Although he recommends
        as opposed to say, domestic asso-         almost second nature.                    measuring participant reactions at
        ciations or international corpora-            He points to the example of a        all events and participant learning
        tions. Deployed strategically, meet-      planner at a medium-sized com-           impact at 80 percent of events, he
        ing planners can use these figures        pany who decided to measure ROI          suggests measuring business impact
        to make a case for investing more         for the first time while planning a      10 percent of the time and ROI 5
        money in one type of event than           $1.4 million conference for insur-       percent of the time. These samples
        another, or for revamping meeting         ance agents. The planner started by      of data are more than enough to
        strategy altogether to compete bet-       setting concrete objectives with help    give event owners a good gauge of
        ter in a changed landscape.               from executives, and then used those     effectiveness.
                                                  to create a questionnaire to measure         Finally, says Phillips, planners
        Remembering ROI                           whether objectives were met.             should stop fearing the process it-
        While industry research and scien-            The total cost of setting the ob-    self. It’s not mathematically compli-
        tific studies doubtless give meeting      jectives, collecting and analyzing the   cated, doesn’t require a lot of tech
                                                                                             savvy and inevitably carries more
                                                                                             benefit than costs.
                                                                                                 “Planners are always so busy
        It’s not mathematically complicated,                                                 and stressed and they see this as
        doesn’t require a lot of tech savvy and                                              extra work during good times,” he
                                                                                             said. “Now they see that measur-
        inevitably carries more benefit than costs.                                          ing results is a good way to keep
                                                                                             their jobs.”




22   one+   02.10   SUPPLEMENT
                                                                         LAS VEGAS: BUSINESS AT ITS BEST




Las Vegas Meetings by Harrah’s
Entertainment
www.lvmeetingsbyharrahs.com


        As a business leader, you’re pulled in countless              their interest in attending, and tradeshow
        directions on an hourly basis. Among your many                attendance increases by an average of
        concerns, one of the things you may have to                   14 percent when a show rotates into Las
        consider is where to hold your next meeting or                Vegas.
        event.                                                     • Experience: Las Vegas plays host to 44
            You know meetings are critical to the success             of the top 200 conventions in North
        of your business. They bring people together to               America—more than any other city—and
        generate sales, strengthen competitive advantag-              attracts six million attendees to 22,000
        es, drive greater profits and position a company              meetings, conventions and incentive
                                   for long-term value and            programs each year. We know how to do
                                   growth. But there is,              business.
                                   undoubtedly, more at-           Once you’ve realized Las Vegas is the destina-
                                   tention being paid to the   tion that will best meet your needs, the decision
                                   locations you choose.       of venue should be a fairly simple one. In short,
                                   There may be pressure       you need a place that will partner with you to
                                   to summarily exclude        help you meet your objectives in the most effec-
                                   certain destinations or     tive and efficient way.
        properties that are considered resorts.                    At Las Vegas Meetings by Harrah’s Entertain-
            Companies have always selected meeting             ment, we take your business very seriously. Your
        locations using one key measurement: return            objectives are as important to us as they are to
        on investment. “Where am I going to get the            you, and we want to ensure that you are success-
        greatest dividend on this large, vital investment      ful in achieving the maximum ROI.
        of time, money and resources?” That is sound               • Flexibility and Variety: Our one-of-a-kind
        decision making, and it shouldn’t change because              operational structure allows you to mix-
        of outside forces.                                            and-match guest rooms, meeting facilities
            Las Vegas has long been the No. 1 meet-                   and food and beverage venues across seven
        ing and convention destination and with good                  dynamic properties, making it possible for
        reason. We have more hotel rooms and meeting                  you to create the specific program that will
        space in a concentrated area than any other des-              meet your needs and budget.
        tination in the world. Las Vegas has the facilities,       • Leverage: No matter what combination of
        infrastructure, service and experience to help you            our properties and venues you choose, we
        get quantifiable value out of your meetings.                  value your business as a whole, giving you
            • Access: 900 daily flights means reasonable              the ability to leverage your spending with a
              airfare and minimal losses in productivity              single organization.
              due to travel time. The proximity of the             • Recognition: Our Meeting Diamond
              airport—just a mile to the heart of the                 program provides you and your key staff
              city—reduces ground travel time and                     with an elevated level of service, allowing
              expense.                                                you to get things done more easily, more
            • Appeal: 47 percent of conventioneers say                efficiently and more effectively.
              holding an event in Las Vegas increases




                                                                                           SUPPLEMENT      mpiweb.org   23

				
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