Though some groups avoid winter by flying south, others embrace the season and keep their meetings closer to home. They are the ones who appreciate the business productivity they can glean during the quieter slow season, the physical invigoration of a cross-country sprint in pristine woodlands and the cozy ambience of a fondue dinner before the dancing light of a resort fireplace.
Those willing to brave the winter chill also know another secret: There are impressive seasonal cost savings in Midwest resort destinations.
Perhaps because they are on intimate terms with winter, Midwestern resort operators know how to make the most of it. They’ve developed and upgraded their properties to serve business groups and their families in any season with style and efficiency.
In fact, winter may be prime time to accomplish meetings objectives, especially during the upcoming season—a time when attractive rates are plentiful and organizations are looking for maximum ROI.
"Winter gives people the chance to focus," says event planner Colette Julin, executive office administrator for Michigan’s Charter Communications. "We like to do our annual strategy meetings in winter, a time when we recap the previous year and look forward to the next. We think winter encourages attendees to concentrate on the issues better."
Resort executives throughout the heartland report that a wide range of organizations, everything from SMERF groups to state associations and corporate boards, are taking advantage of the many booking incentives available this year. They say the buffet of options provides what planners are looking for now—value rates, easy drive-to access, plenty of meeting space with contemporary amenities, and recreation for adults as well as the children they may bring along.
Business and Pleasure
Today’s most contemporary resorts promote business and recreation, not necessarily under the same roof but in facilities that have easy climate-controlled access to one another. Facing obsolescence are those sites where the noise of fun sometimes drowns out the atmosphere of concentration required by meeting attendees.
Among resort companies that promote both business productivity and year-round family enjoyment is Great Wolf Resorts, based in Madison, Wis. With indoor waterparks a signature feature, there are several Great Wolf properties throughout the Midwest, including Wisconsin Dells, Wis.; Sandusky, Ohio; Traverse City, Mich.; Kansas City, Kan.; and Mason, Ohio.
Betsy Kang, director of sales and marketing for the Great Wolf Lodge at King’s Island near Cincinnati says her property is one of Great Wolf’s "generation two" resorts that includes a conference center.
"We have everything under one roof—built-in entertainment with a waterpark, spa and arcade with about 150 games," she says. "Our conference center has 25,000 square feet of useable meeting and exhibit space, and that includes a ballroom with 10,000 square feet. So people usually don’t go off-site during their programs."
According to Kang, about 40 percent of the resort’s groups bring families along. But planners need have no fear about kids running through the conference center in swimsuits.
"The conference center allows you to have a meeting and never see the waterpark," she says. "The business wing is totally isolated from the family atmosphere elsewhere."
The 600-acre Wilderness Resort in the Wisconsin Dells is attracting meetings groups to its new conference center. Rick Peterson, director of group sales, says his property completed the new center in 2008, and now has 55,000 square feet of meeting space, including two ballrooms.
Resort accommodations include 1,160 guest rooms, suites and luxury log cabins. According to Peterson, Wilderness attracts many corporate groups from Milwaukee and Madison who come for the winter recreation on nearby ski slopes and the indoor waterparks.
"Many of our meeting rooms have window views on woodlands," he says, "so you get a very secluded Wisconsin ‘northwoods’ kind of atmosphere in wintertime. Yes, we have four indoor waterparks, but they are very separate from the meeting spaces, about a 15-minute walk through climate-controlled skywalks."
After business and sports, many people retire to Monk’s, "our popular sports bar where Pianofondue Dueling Pianos by two guys and their keyboards is a popular apres activity," he adds.
Winter Advantages
There are multiple reasons why many SMERF and association groups find that winter works for them in the Midwest’s array of resorts. Among the lures are the rates and incentive packages available between November and March. Another big attraction is the choice of recreational options, indoors and out. Availability is still another plus.
"Winter tends to be our off-season," says Colleen Brzozowski, director of sales for Grand Traverse Resort & Spa in Traverse City, Mich. "And with 85,000 square feet of meeting space, our property works very well for ‘space hogs’ or groups who are more budget conscious. During the season, we do really great packages, so those who can’t afford us other times of the year can get the facilities and the service that is friendly to their budget."
Located two hours north of Grand Rapids, Grand Traverse offers many snow-season activities, indoors and out, says Brzozowski, citing winery tours for which the region is famous, a winter golf school and even a frozen fish toss for fun or team building. She adds that snowmobiling, cross-country skiing and snowshoeing are among the choices in an area where the snow remains postcard white—a welcome alternative for city dwellers.
Winter weekday bookings can mean less hassle for the planner, according to Great Wolf’s Kang.
"Unlike most business hotels, we have our best rate deals and availability Sunday through Thursday," she says. "We don’t have group ceilings and we can sell all 400 guest room suites during the week."
Winter is a good time to book meetings at the 1,300-acre Grand Geneva Resort in Lake Geneva, Wis., which is convenient to both Chicago and Milwaukee. This former Playboy Club resort now owned and managed by Marcus Hotels has 62,000 square feet of meeting space as well as indoor and outdoor recreation and team-building choices.
Separate lodging facilities in the Timber Ridge Lodge and Waterpark offer a different price point from the main lodge, as well as additional meeting spaces.
"Groups can split up between our two lodges," says Patrick Hansen, Grand Geneva’s managing director. "We have heated trolley transport around the property, and we can accommodate both small and larger groups."
Winter team-building activities at the lakeside resort often include the 35-foot indoor climbing wall, scavenger hunts and culinary exercises.
Booking Incentives
A growing lineup of booking incentives will encourage many groups to book during winter season.
For groups who have always wanted to experience upscale resorts, such as Destination Kohler, which includes sister properties The American Club at Kohler and the Inn on Woodlake, in Kohler, Wis., now may be the time, thanks to new incentives.
As of September, Kohler is offering for the first time an all-inclusive CMP package at three different price levels that includes three meals, breaks, audiovisual and dinner, either catered or in the restaurants.
While Kohler offers seasonal recreation choices like snowmobiling and dog sledding, Cindy O’Gorman, director of sales, says the resort is primarily known as a place to relax and recharge. Fine dining is a noted feature, as are team-building options in the Kohler Experiential Learning Center, which include culinary programs.
"Our new all-inclusive packages take the legwork off the meeting planner’s plate," O’Gorman says. "They let the planner take a proposal directly through their organization’s approval process."
Not promoted as a family destination, the resort is more of a getaway destination for adults, she adds.
"So many of our guests are couples who come for fine dining and other great leisure options we have," O’Gorman says.
At Grand Traverse Resort & Spa, groups who take advantage of the resort’s "Business.Meet Pleasure" incentive by using at least 10 room nights by Dec. 31 earn gift certificates for each attendee good for a complimentary room night at a later date.
Glacier Canyon Lodge at The Wilderness Resort in Wisconsin Dells is offering room rates in the $100 range, according to Peterson, which include waterpark passes for up to six people.
