If Texas is a “whole different country,” then its expansive western half, ranging from the ancient borderlands around El Paso up through the oil-rich Permian Basin to the vast reaches of the Panhandle, is a world unto itself.
Switched on and pumped up, it’s a region where heritage, hospitality and superior customer service produce winning meetings.
El Paso
Resiliency is an El Paso hallmark, which Bill Blaziek, general manager of the El Paso CVB, says helped this historic destination “fare well” through the economic downturn.
“Healthy convention and tournament activity, coupled with ongoing expansion of the Fort Bliss military base, has kept occupancy steady and our rate consistently affordable,” Blaziek says.
With a heritage uniquely blended from conquistadors, Native Americans, cowboys and Mexicans, El Paso delivers authentic experiences—superb Mexican food among them—in a family-friendly and affordable environment.
“Many associations find our room rates, facility rentals and parking are a fraction of the cost of other major Texas cities,” says Brooke Underwood, the CVB’s director of convention development. “Our convention center has begun discounting its already competitive rates, and in some cases has waived rental based on F&B minimums.”
Getting the rock star treatment in El Paso, including high-visibility media coverage, association groups and other conventioneers can look forward to more experiences as the city continues to enhance and diversify its tourism products.
Odessa
The oil industry kept Odessa running during the recession and is now fueling an influx of new businesses, industries and workers. The city sits in the heart of the Permian Basin, where 25 percent of the nation’s oil reserves lie.
Ironically, this positive news is creating challenges for Odessa’s meetings trade, as Linda Sweatt, director of the Odessa CVB, explains.
“At present, there is not enough housing for all the new arrivals,” Sweatt says. “With our hotels fully occupied as a result, rates are up and there is limited availability for groups.”
Just as oil firms are drilling away in the area, Sweatt and her team are energetically prospecting for the future.
“We are working now toward bringing groups into Odessa from 2013 to 2016,” she says. “By then, we hope to have increased housing and hotel availability.”
Marketed as the “City of Contrasts,” Odessa’s eclectic draws include a Stonehenge replica, the Shakespeare-inspired Globe of the Great Southwest theater and Ratliff Stadium, home of “Friday Night Lights.”
Midland
Located just 30 minutes east of Odessa, perennial energy industry leader Midland was recently rated America’s second “Best Small City for Jobs” by Forbes. Enjoying the state’s lowest unemployment rate and the seventh-lowest in the nation, “Tall City,” visible for miles across the flat West Texas horizon, also goes the extra mile for groups.
“We do the legwork for our clients, including obtaining group rates at hotels and attractions, facility rentals and much more,” says Gaylia Olivas, vice president of the Midland CVB.
Newly focused on personalized servicing, the CVB is also experiencing an increase in small to midsize niche groups.
With dynamic venues including the CAF Airpower Museum and the new $81 million Wagner Noel Performing Arts Center, Midland is also focused on downtown revitalization and developing new group products.
“Midland is headed in an exciting direction,” Olivas says. “Our visionary leaders are making long-term investments in the city’s future, creating assets for visitors to enjoy and experience.”
Abilene
“There is nothing like a Texas starry night, a little two-stepping, a big mesquite-cooked rib eye and an occasional longhorn walking by to ‘bring out the West’ in meeting planning,” says Nanci Liles, executive director of the Abilene CVB.
That speaks to the heart of this dynamic city, which avoided much of the economic decline.
“We have seen 21 straight months’ increase in sales tax, and 2011 was a phenomenal year in hotel tax revenue,” Liles says.
With over 60 percent of its group business coming from repeat customers, the CVB is concentrating on markets that complement the city’s lodging inventory.
“Abilene has experienced hotel growth of 35 percent, mostly in limited service properties,” Liles says. “In addition to conventions, we are targeting reunions, sports and equine and rodeo groups.”
Interacting with the holographic characters at Frontier Texas! is a signature local experience, typifying the Abilene meetings ROI.
“We encourage planners to explore new options that cultivate creativity and offer something that people will talk about for years to come,” Liles says.
Lubbock
Known as the hub of West Texas, Lubbock’s accessibility and ties to Texas Tech University are persuasive selling points for planners. During the downturn, the Visit Lubbock team combined technology with creative solutions to reach out to new prospects and explore different markets.
“Highlights included targeting niche markets through a creative ad campaign and launching a mobile-friendly website,” says John Osborne, CEO and president of Visit Lubbock and the Lubbock Economic Development Alliance.
The combined sales and marketing efforts paid off handsomely.
“We attracted new visitors, conferences and conventions throughout the recession,” Osborne reports.
Boasting 20,000 square feet of meeting space, the stylish Overton Hotel and Conference Center, the only Four-Diamond hotel in West Texas, has figured significantly in attracting larger conventions and conferences to the area.
“With 5,000 rooms and growing, Lubbock is adding several new properties over the next 18 months, while our staff is committed to leveraging new technology and other industry trends to meet the needs of the ever-changing consumer,” Osborne says.
Amarillo
Best known for its Western and Route 66 heritage, friendly Amarillo offers true planning value with competitively priced hotels, restaurants and attractions. Having maintained momentum through the recession, the city is now actively moving forward.
“The local community is bullish on development, with six new hotel properties completed in the past 16 months,” says Jerry Holt, vice president of the Amarillo Convention & Visitor Council. “We are fortunate to have new options to market to groups of all sizes and interests.”
Rick Husband Amarillo International Airport opened a new passenger terminal last summer, which Holt calls “Amarillo’s best single infrastructure addition in some time.” The RV Museum is a new attraction, along with the Cowgirls and Cowboys in the West adventure tour.
“This is a time of unprecedented new options in Amarillo,” Holt says.
Wichita Falls
“While experiencing a downturn in larger conventions, we have found success with small to midsize meetings,” reports Lindsay Greer, director of the Wichita Falls CVB. “Focused on state associations, government and religious meetings, and sports events, we are working well with groups that don’t necessarily need the large convention center space.”
That said, the CVB’s superior convention servicing continues to draw repeat business to the the Wichita Falls Multi-Purpose Event Center, along with attractive pricing options.
“To fill open dates, we are offering incentives to larger groups, including sponsorships and even covering the entire facility rental, based on the size of the convention,” Greer says. “Most groups find that they actually save money or even make money here based on our affordable meeting spaces, F&B options and hotel rooms.”
The CVB is part of the community-wide “Pride in the Falls” rebranding and marketing effort, an unprecedented identity-building initiative for Wichita Falls.
