Despite widespread vehicle recalls and fluctuating gas prices, driving is increasingly the preferred mode of transportation when it comes to meetings. If anything, the economic climate has been favorable for meeting destinations that rely primarily on groups coming from within the region.
Among them is Albany, N.Y., where Steve Schifley, director of sales and marketing for the Albany Marriott, says drive-to meetings have been on the increase over the past year.
"We’ve seen a five to 10 percent increase in that segment of the business," he says. "We are also seeing more drive-to business booking shorter term. We often get calls two months in advance of a meeting instead of a year out."
Barrie Perks, vice president of sales and services for the Cincinnati CVB, also cites positive drive-to meeting numbers.
"We’ve seen an increase in regional meetings," he says, adding that the city is within driving distance of 60 percent of the U.S. population. "We had 10 of those meetings far exceed their blocks, which had everything to do with Cincinnati being such a central location."
Why the change?
"If you look at the airlines, they have cut back on their services," Perks says. "They have increased miscellaneous fees. In addition, the price of gas has gone down. Now, with affordable gas, people are looking at driving as opposed to flying."
Craig Davis, vice president of sales and marketing for Visit Pittsburgh, says the drive-to meetings market really helped his city recently.
"Last year, Pittsburgh had a tremendous year," he says. "Pittsburgh ended the year better in 2009 than in 2008. I think it is easier for a meeting planner to book a city like Pittsburgh because we are more of a value destination and it is easier to get here."
How long has this trend been happening?
"It has been a trend for us for at least four or five years," says Joe Aldridge, president-elect for Syracuse, N.Y.-based United States Institute for Theatre Technology Inc. "We are trying to plan our meetings so that a larger number of our members can drive as opposed to having to fly.
"The perception is that it is cheaper to drive than to fly, and it is normally more convenient. With increased fares and charges for luggage and even peanuts, anything associated with flying is expensive these days."
With planners under increased pressure to cut costs, Cincinnati’s Perks says drive-to destinations just make more sense.
"I am seeing a big change in secondary cities pulling business away from first-tier cities because of price," he says. "Second-tier cities have the accessibility, the location and the facilities that can now compete with first-tier cities. In terms of affordability, meeting planners can get more for their money."
When deciding on a meeting destination closer to home, planners are looking at places they’ve gone before, according to Gina Mintzer, CMP, director of sales for the Albany County [N.Y.] CVB.
"If you are a D.C.-based planner and your meeting typically moves around the U.S., but you have the highest concentration of attendees in the Northeast, you might go back somewhere that you’ve been so you can be as close to your attendees as possible," she says.
Market Segments
With drive-to value destinations being the hot meeting locations of the moment, what market segments are utilizing these types of places?
"We are seeing a lot of continuing education groups, anything in the medical field," Perks says. "We also see a lot of associations and any organizations that rely heavily on volunteers."
Tracy Becker, Florence, Ky.-based national account manager for ConferenceDirect, says she’s seen the shift to nearby destinations in segments across the board.
"I’m seeing it in the association, fraternal and SMERF markets," she says. "I am also seeing it in the corporate market, but I think it is all about image for them. I do think they are going to more drive-to destinations.
"I recently had a client that had a meeting in Hawaii and relocated it to an airport location in San Diego," Becker continues. "They didn’t want the press to say they were taking their people to Hawaii. Perception issues are all over a company who has a far away meeting. It may not necessarily be a cost savings to go nearby, but it is the perception of it."
With increased business has come an increase in marketing efforts for regional meetings.
"We have an aggressive sales team that gets out there and is actively involved in different organizations," says Jeanne O’Grady, director of sales and marketing for the Connecticut Convention Center, located in Hartford, Conn. "We get involved in local chamber of commerce chapters, MPI chapters throughout the state and participate in industry events."
Albany’s Mintzer also says her CVB has made a big push toward attracting nearby meetings.
"We’ve made a big thrust in how we sell ourselves," she says. "You become a big fish in our pond when you come here. We offer free services to help groups build attendance and market their conference. We also have certain clients that we have assigned staff members to, to be their personal concierge when they are in town."
Distance Tipping Point
The definition of what constitutes a reasonable driving distance varies, depending on who you talk to. So what is an acceptable driving distance to a meeting?
"If you are within a four- to five-hour drive, it is almost going to take you the same time as it would if you were flying," Perks says. "You have to look at how much time you need to get to the airport, the travel time, checking in, etc. And it doesn’t matter if there is one person or three people in the car; the price of gas does not change."
Albany’s Mintzer agrees.
"I think the distance threshold is about five hours driving, especially if you are going to have to wait at the airport for two hours anyway," she says.
Looking Ahead
As the economy begins to improve, more meetings are going forward. But will the promise of a strong future economy equate to less drive-to meetings or are they here to stay?
"I think they are here to stay," the Connecticut Convention Center’s O’Grady says. "People enjoy their cars. As the economy gets better, it will loosen up the ability to attend more meetings. I don’t think it will change the way people get to those meetings."
Mike Crossey, vice president of the Pennsylvania State Education Association, based in Harrisburg, Pa., isn’t so sure.
"I think people will start moving out again," he predicts. "I think people will start looking at the economy and seeing where they can go again. People will travel when they have the opportunity to travel."
—Katie Morell is a Chicago-based freelance writer and former Meetings Media editor.
