Lisa Shafer, senior director of sales and education event development for Matrix, A Division of L’Oreal, knows a thing or two about hosting large, splashy events in Vegas. Last year she welcomed 5,000 hairstylists to the MGM Grand for Matrix Destination, a two-day professional development and educational convention, and plans to return in 2008 because the city was such a perfect fit.
“I think any city would be challenged to rival Las Vegas,” she raves, adding that the city is ideally suited for convention business. “[Las Vegas] understands the value of the meetings business to their business and has the processes and best practices in place to ensure that our programs go off without a hitch. They see what kind of revenue the meetings business brings to Las Vegas and they have done the right things in terms of valuing that and putting in seasoned representatives in all aspects, whether it be in sales or F&B, or convention sales or on the DMC side.”
For the glitzy part of her event, Matrix brought in 400 models and hosted a fashion show in the MGM Grand Garden Arena during the event’s first night, and organized a dance party the next night, complete with a hopping DJ spinning the latest beats.
For planners wanting to make their own splash while hosting a convention or meeting in Las Vegas, Shafer offers a few words of wisdom: Factor in free time.
“Planners need to build free time into their program, otherwise they are going to be competing against all that Las Vegas has to offer,” she says.
She also advises anyone visiting Las Vegas to explore the city’s dining scene.
“What has really taken hold of this city are the world-renown restaurants,” she says. “Truly, where Vegas gambling-style destinations used to be known for their $2.99 buffets, it is no longer that way. It is about getting a great meal and having a fabulous experience at their culinary establishments.”
Whether it’s for a serious meeting or an incentive trip, Shafer says the city is constantly changing and improving itself, a fact that will help ensure that meetings that come to Sin City are sure to be a hit.
“Las Vegas keeps it fresh all the time,” she says. “There are always old hotels coming down and new ones coming up. Las Vegas continues to reinvent itself. It is a destination where you can return and it won’t be the same.”
As for Shafer’s group, they will most likely come back to Las Vegas for some time, based on attendee reaction.
“They loved it,” she says. “Hairstylists love to kick up their heels and Vegas is certainly a fun and safe place to do that.”
