There’s no doubt the allure of ‘drive-to’ destinations is strong, particularly in a challenging economy beset by high flying costs—and with today’s airport hassles that have some fliers more averse than ever to stepping onboard a plane.
But what’s up with some of today’s top drive-to destinations? What kind of business are they seeing, and what’s ‘driving’ it their way?
Meetings Focus checked in with lodgings and destinations around the country to get the scoop; here’s the ‘Drive-To’ low-down, from Muskogee to Marco Island.
Florida Forays
Fort Lauderdale’s status as a prime drive-to locale is fostered by its central locale on Florida’s east coast, convenient to more populated burgs such as Miami, Tampa and Orlando. The result has been substantial business from within the Sunshine State, with a recent movement toward smaller gatherings for at least one popular meetings-friendly property.
“Starting in 2009, we’ve seen a developing trend with smaller-sized, from 10-30 people, mainly corporate in-state meetings,” says Jay Marsella, director of sales and marketing at the Harbor Beach Marriott Resort & Spa. “I believe the two biggest variables are cost savings and green initiatives. As long as there is a focus on either of these, the trend will continue.”
Marsella also offered up some suggestions for drive-to meetings, including selecting a central locale, choosing a property with all the amenities for your objectives, carpooling, and perhaps even splurging a bit.
“Since you are saving on airfare, select a more upscale hotel than you typically meet in,” he remarks. “This is a great way to reward your attendees for doing their part in managing costs by driving to the meeting.”
Due west a couple of hours, the Marco Island Marriott Beach Resort’s director of group sales, Doug Corbett, expressed similar sentiments.
“We are beginning to see more meetings from Florida-based companies out of Tampa, Orlando, and especially Miami,” Corbett remarks. “Many meeting planners have vacationed here and realized that it is also an incredible destination for meetings, unlike any other in the state. They say Marco allows them to feel like they’ve gone offshore without any of the hassles associated with international flights.”
Destination: Durango
In Durango, Colo., an accessible drive for most of the Rocky Mountain states, the town offers a blend of old and new to lure planners and attendees—and sometimes their families as well.
“Durango is a great choice for drive-to meetings, because we are an historic town with all the modern amenities,” says Anne Klein, spokesperson for the Durango Area Tourism Office. “We promise and deliver culture, history and beauty around every corner, without neglecting technology and service.”
Klein also adds that Durango’s average group size for events is about 75 or so, and that the locale is increasingly popular for board retreats, associations and small corporate meetings. She also had a suggestion for increasing business as well as pleasure.
“I suggest that planners organize pre and post trips around their meetings,” Klein says. “It encourages attendees to bring spouses and family members and enhances the overall meeting experience. Having organized pre and post itineraries also increases meeting attendance.”
Georgia Jaunts
Brasstown Valley Resort & Spa, set in Young Harris, Ga. about a two-hour drive north from Atlanta, might be the epitome of a ‘drive-to’ meetings lodging. The large resort and conference facility depends solely on drive-in business, most of it regional. Lures for planners and attendees include an 18-hole championship golf course, nine miles of hiking trails, an equestrian center, a Cherokee-inspired holistic spa, extensive event areas and team-building options ranging from geo-caching to bike-building for charity.
“We truly are a drive-to destination, given our location to Atlanta, Knoxville, Asheville, Greenville and Chattanooga,” says GM Charles Burton. “All are within two to two-and-a-half hours’ drive, with Atlanta being the primary feeder city.”
Burton adds that he expects a continued increase in meetings in general as the economy improves, and that drive-to destinations will become even more frequent with the increased focus on financial responsibility.
“We always mention the cost savings when hosting a ‘drive-to’ meeting at Brasstown as compared to flying guests into a location and providing shuttles,” he remarks. “Another point discussed is the importance of hosting a meeting outside of the city, ultimately eliminating many distractions from the meeting itself; and once guests arrive they no longer need to worry about driving, given that everything is offered on property.”
Meeting groups will discover an entirely different setting on Jekyll Island, about a five-hour drive from Atlanta and less than a two-hour drive from both Savannah, Ga., and Jacksonville, Fla. Among the highlights on the remote island are the Jekyll Island Club Hotel, originally built as a hunting retreat for such wealthy American families as the Astors, Rockefellers and Vanderbilts. Today, the resort showcases 157 rooms spread between five historic settings, and it has been rated among the top 500 resorts in the world by Travel + Leisure magazine.
“The trend we are seeing is that since there are not a lot of air flights and car rentals needed, the lead time is very short—about 30 days,” says the resort’s social media manager, Kathryn Hearn, adding that she’s seen more flexibility from groups in recent times, and is also seeing larger meetings regionalizing to save money.
As for some quick tips for planners, Hearn suggested arranging a hospitality suite when groups will be arriving for a meeting that takes place before check-in time, and also encouraged groups to negotiate rates through the weekend—time allowing—so they can stay longer and enjoy the unique setting.
Planning on Provo
In Provo, Utah, the highly anticipated new convention center—slated for a spring 2012 debut—has high hopes for additional drive-in biz.
“The Utah Valley Convention Center in Provo—40 miles from downtown Salt Lake City and 46 miles from Park City— is centrally located in Utah with several new surrounding services and amenities,” says Arnold Thiebaud, marketing manager for the Utah Valley CVB. “Anticipated traffic will be very significant. With 52,000 total square feet of available meeting space and 31,000 square feet of total prefunction space, the convention center is changing the footprint of historic downtown Provo.”
Thiebaud adds that substantial lodging improvements near the center add to the overall allure.
“Major renovations to the full-service Provo Marriott Hotel and Conference Center, which is adjacent to the convention center, will be completed in 2012,” he explains. “Other hotels have recently been built and renovated as well.”
Among these new lodging options are a TownePlace Suites by Marriott and Holiday Inn Express and Suites, both in Orem, a Holiday Inn Express in American Fork and SpringHill Suites by Marriott in both Lehi and Provo.
Meet Me in Muskogee
Down in Oklahoma, planners considering a drive-to event in Muskogee will find a variety of intriguing opportunities presented by Downtown Muskogee Inc. Unique possibilities include your group receiving a welcome speech from America’s youngest mayor, a town-wide scavenger hunt for Muskogee’s 30 huge hand-painted guitar sculptures, a group talent show at the old Roxy Theater and even a welcome reception aboard the USS Batfish submarine. Numerous Native American experiences are also on tap, and delving into the region’s days of yore—such as holding a real ‘chuckwagon’ lunch at the Civil War-era Fort Gibson Stockade—is also popular.
Groups are also drawn by downtown Muskogee’s enthusiasm for customized group outings.
“We specialize here in Muskogee in historical walking or trolley tours and can tailor one to a specific interest,” says Jonita Mullins, executive director for Downtown Muskogee. “For example, the Soroptomists will be holding a regional convention here in mid-October, and we’re putting together a ‘Mysterious Women of Muskogee’ tour. We’ll take the women by trolley to four historic sites where they will be visited by the ‘ghost’ of an accomplished woman from our history. I’ll be portraying Alice Robertson, the second woman in U.S. history to be elected to Congress.”
Mullins also shared some subtle trends she’s been spotting.
“We are seeing more regional—as opposed to national—conventions, which, of course, cater more to attendees who are driving,” she explains. “The size of groups is growing slightly, and we especially find more seniors are attracted to drive-to destinations. Flying is becoming too expensive and invasive for many older individuals.”
Traversing Tacoma
While sometimes overshadowed by its spectacular northern neighbor Seattle, Tacoma offers meeting groups a convenient locale with its own lures—including the stupendous Museum of Glass and a host of easily explored neighborhoods.
“Tacoma is the ideal time-saving, drive-to meeting destination with its convenient location in Western Washington; it has a small-city appeal with a big-city feel,” says Shauna Lunde, sales and marketing director of the Tacoma Regional CVB. “Once here, delegates have the luxury of being able to park once and enjoy attractions, museums and more on foot or by public transportation. This allows for more time to be spent attending events, doing business and participating in activities.”
Located centrally in the Pacific Northwest, 36 miles south of Seattle and 10 miles from Joint Base Lewis-McChord, Tacoma hosts a growing number of meetings for military, government, corporate, association, education, religious and hobby groups, according to Lunde. These key industries, she says, utilize Tacoma’s state-of-the-art facilities, ample natural surroundings and unique venues for meetings, conferences and events.
“Tacoma is ideally situated along the saltwater shores of the Puget Sound and offers a wealth of museums, theaters, fine dining, boutique shopping and distinctive neighborhoods,” she remarks. “Tacoma has a rich history and its renaissance as a cultural hub has made it an inviting and appealing destination, where historic architecture is melded with urban design. Filled with premium hotel rooms, impressive dining, shopping, day spas and cultural activities, Tacoma has plenty to see and do—without wasting time in between.”
