Matthew Marcial, CMP
Director of Meetings & Event Services
American Association of Clinical Endocrinologists
Jacksonville, Fla.
Do you find that your booking window is increasing or shrinking recently? Are you finding it harder to book rooms/meeting space in a short timeframe at hotels and other meeting facilities?
I am finding that our booking window is increasing, primarily due to availability challenges with many of our first-choice venues; therefore we are finding it critical to book as early as possible. There is always a risk in booking a meeting in a short window, it can either pay off with great rates and concessions if there is availability, or if not you will have to seek other options for your meeting.
Is the duration of your meetings either shrinking or expanding?
The duration of most of our meetings is staying the same; however, some programs are shrinking due to budget constraints and attendee time limitations.
Is the attendance at your meetings shrinking or expanding?
Attendance at most of our meetings is expanding, because we are utilizing new ways to market and promote our meetings to our members such as embracing social media, and working closely with the local CVB to find out what resources are available to help with attendance.
Did you have a smaller or larger budget to work with last year? If so, how much do you estimate it was decreased or increased?
My budget for this year increased by approximately 5%.
Do you expect your budget to increase or decrease in 2012?
My budget for 2012 will increase by approximately 10%.
Do you expect your attendance to increase or decrease in 2012?
I expect attendance to increase for most of our meetings in 2012 because our attendees and members of the association understand the importance of meeting for the education and networking opportunities. Additionally, we are increasing our promotions and marketing in an effort to grow attendance.
Are perception problems (meeting at luxurious properties, resort destinations, etc.) a great concern for your organization? Have they become less of a concern than they were in 2010, and do you expect them to present any perception problems in 2012?
As a medical association, perception problems are not as much of an issue for our member attendees as it is for our corporate sponsors including pharmaceutical companies. Our corporate supporters have become much more restrictive in recent years regarding the types of properties where they are willing to support a program or exhibit.
Are there any destinations or facility types that are considered “off-limits” due to perception problems or the current economic climate?
Five-star/five-diamond properties have become “off-limits” for programs where corporate support is offered.
Have you planned, or do you expect to plan, virtual/videoconference meetings? Do you expect to see more virtual meetings in the future?
We do not currently plan virtual/videoconference meetings. I expect to see more virtual meetings in the future; however it will be a slow transition for many of our physician members who prefer face-to-face interaction and networking.
Are you exploring the possibility, or have you already held, a “hybrid” meeting (meetings that combine live events with an Internet/digital component)? If so, what are your observations?
No
Are you finding that you are scheduling more meeting sessions per day, and if so, is it at the expense of entertainment or events that are more social in nature?
We are definitely scheduling more meeting sessions per day; our physician members are looking to make the most of the time spent out of the office, and want to earn the most possible CME credits. Social and entertainment events are still incorporated in our programs; however they are becoming shorter in duration and less prominent.
Are you incorporating more, or less, activities into your agenda? If so, what types of activities are being added or cut?
We are incorporating more spouse/guest/family programs into our agenda in an effort to attract more attendees who would be likely to bring guests with them. We carefully analyze which special activities are not well attended and cut those from future programs.
Have you offered, or do you think you will offer, a CSR (corporate social responsibility) component to your meetings?
We do not offer a CSR, and I do not see that becoming something applicable to our association’s meetings in the near future.
Are sustainable (green) meetings something your organization has moved toward? If not, do you expect to implement more-sustainable meetings in the future?
We have not moved toward sustainable meetings, but I expect as these types of programs become more cost-effective, and as a demand from attendees is voiced, we will then move toward more sustainable meetings in the future.
Are you finding that attrition clauses are being enforced more, or less, strictly recently?
I believe that attrition clauses continue to be enforced fairly strictly across the board; however, I have found that leveraging longstanding business relationships with a property or hotel-chain can be quite effective in minimizing penalties and keeping a good business relationship.
Do you feel the pendulum is swinging back to being a seller’s market?
I do believe that we are now headed towards a “seller’s market.. We are seeing signs that the pendulum is swinging back, and those include: more limited availability in shorter booking windows, higher rates and limited flexibility with concessions.
Do you find that you had much more leverage on room rates during the last year?
I do believe that we have had much more leverage on room rates during the last year. I have been able to secure rates at four- and five-diamond properties at just a fraction of what we could book a few years ago.
Are you using social networking websites for business purposes? If so, which ones and why?
We are using social networking websites such as Facebook and Twitter to promote our meetings and events, and also to keep communication and interaction amongst our members and followers. It has been a tremendous tool and resource for us to increase communication and awareness.
Have you planned more meetings closer to your organization’s headquarters (“drive-to” meetings) recently?
No, we continue to plan meetings throughout the country.
Are you more optimistic, or less, about the meetings industry and the economy than a year ago?
I am more optimistic about the meetings industry and the economy than I was a year ago, because there are many signs of improvement such as increased attendance at our programs, and in speaking with many of our suppliers, business for them also continues to see an gradual improvement and greater demand.
How do you think 2012 will shape up for the meetings industry? Where do you see costs (hotel, restaurant, venue prices, etc.) going? Do you think your budget and/or attendance will increase or decrease?
I believe that overall 2012 will prove to be a slight improvement for the meetings industry from 2011. I see industry costs continuing to increase, and I expect our budget to also increase as a result. Regardless, we will continue to be more creative in our outlook to make the most of tightened budgets. I expect that attendance at many meetings and events will also improve as people still realize the important value of meetings.
