Booking meetings during off-peak months opens up options for cost-conscious planners, when they can save money on everything from lodging to excursions.
“Value season is definitely a better fit for cost-sensitive groups, like some associations working on government per diems,” says Laura McMurchie, vice president of communications for the Scottsdale CVB.
Especially in desert destinations, from Arizona to Las Vegas, the warm summer months boast drastically lower rates for everything from lodging to excursions and food and beverage.
“We’ve seen a rebound over the last few years in our value season business,” says James Canfield, director of Visit Palm Springs, “While it could be due to economic issues, we’ve also reinvested a lot into both Palm Springs and our marketing efforts.”
In Palm Springs, value season runs June through early September most years, with peak season falling during the winter months. In the window between seasons, planners “can get the full benefits of an incredible destination at a value rate,” Canfield says. “Hotels and convention centers are willing to work with planners and we address the need of each group individually.”
Thanks to a booming drive market, Palm Springs reports strong weekend rates year-round, so the CVB is also looking to attract new groups to the midweek period, and offering a lot of flexibility during that time.
“The key for us is that value season opens up a premium destination to groups from across the spectrum, including those that might have thought Palm Springs wasn’t a match otherwise,” Canfield says. “We are willing to work aggressively to brand the city for these groups coming in and really roll out the red carpet with buttons and banners.”
Off-Season Activity Options
With a bit of creative scheduling it is easy to avoid mid-day heat and sun exposure, while still participating in the scenic outdoor excursions these regions offer.
In Palm Springs, outdoor adventures like jeep tours and horseback rides run early in the morning.
“A sunrise horseback ride through the Indian canyons and palm oases is a great way to enjoy the desert environment,” Canfield says.
These activities also often are more affordable during the low-season.
“The value goes beyond booking hotels and conference centers,” Canfield says. “It’s a very cost-effective time to host a golf tournament, ride the Palm Springs Aerial Tramway or visit The Living Desert Zoo & Botanical Garden.”
Approximately 275 miles east of Palm Springs, Scottsdale’s shoulder season runs from mid-October to December.
“It really is a great time of year for us,” says the CVB’s McMurchie.
During the summer, rates can drop as much as 60 percent at local luxury properties, and extra planner perks are often included with bookings.
McMurchie also recommends that planners consider scheduling meetings during the time period in between Thanksgiving and Christmas, as there is less demand from leisure travelers.
In terms of daily agendas, “Scheduling is key,” she says, “you can plan a kickoff-type outdoor activity in the morning, then retreat into the air conditioning for the day’s meetings, and come back to an outdoor venue in the evening.”
In the Sonoran desert the temperature still drops drastically once the sun sets, and according to McMurchie, morning hot-air balloon rides, hikes and golf all work well, as do night-vision Hummer tours and evening stargazing.
She also notes that properties in northern Scottsdale surrounded by “raw” desert, such as the Four Seasons Resort Scottsdale and The Boulders, A Waldorf Astoria Resort, can be up to 10 degrees cooler. The Four Seasons and The Boulders offer 35,920 and 50,000 square feet of meeting space, respectively, and are set amongst unique desert rock formations.
For large association-type meetings, she highlights the Westin Kierland Resort & Spa and the Fairmont Scottsdale Princess, which has the largest meeting space in the brand’s portfolio following the opening of the 53,000-square-foot Palamino Conference Center.
Downtown, Scottsdale has overhead misting systems installed, making it comfortable to stroll outdoors visiting galleries and shops or attending events like the city’s weekly evening ArtWalk.
Both Canfield and McMurchie pointed out that despite the soaring temperatures, it is, after all, a dry heat, and visitors from more humid climates may find it less stifling.
Not all desert destinations have extended shoulder seasons. Albuquerque prices hold much steadier year-round (although they do dip nearly 22 percent in the off-season), and rates in ever-popular Las Vegas see hardly any variation month-to-month.
“We are not really a seasonal destination that sees big swings in rates,” says Megan Mayo Ryan, senior communications and tourism manager for the Albuquerque CVB. “Since we are high desert, our temperatures don’t get as hot.”
