Linked by history but offering distinct strengths and opportunities to meeting planners, the Triad cities of Greensboro, High Point and Winston-Salem are focused on a bright future.
The cities are reporting increased visitation and meetings growth, and new venues are sprouting up in the regional hotbed of education, manufacturing and Southern hospitality.
Greensboro
"We're doing well, things seem to have turned the corner," says Henri Fourrier, president and CEO of Visit Greensboro, giving an overall assessment of Greensboro's tourism industry.
He cites how the community recently came together to build the new 78,000-square-foot-plus Greensboro Aquatic Center, which hosts swimming events on the campus of the Greensboro Coliseum Complex, an expansive facility accommodating athletic competitions, trade and industry shows, fairs, cultural expositions, theater performances and all manner of large events.
The centerpieces of the complex are the 23,500-seat Greensboro Coliseum and the 167,000-square-foot Special Events Center, with three exhibition halls. The Koury Convention Center is another major player in the city's meetings game.
"We've positioned ourselves around our local facilities, so our strongest markets are youth sports, religious groups and education," Fourrier says.
There are seven college institutions in town, including the new nanotechnology-focused Gateway University Research Park campus that was created by a joint venture between the University of North Carolina at Greensboro and NC A&T State University.
For groups looking to reach back into Greensboro's rich history, the International Human Rights Center opened in 2010 and offers two conference rooms, two classrooms, a 180-seat auditorium and a lobby that can accommodate receptions of more than 200 guests.
Built on the site of the 1960 Woolworth lunch-counter sit-in, where a small group of black students helped launch the U.S. Civil Rights Movement, the center collects and archives information and artifacts related to the international struggle for civil and human rights.
According to Pamela Glass, events, membership and facilities coordinator, the center has hosted all types of meetings and events and can work with groups of all types and be flexible regarding schedules. The venue's options combine with discounted group tours to create an inspiring and impactful experience.
Another venue of interest to planners, the Natural Science Center is adding a new aquarium wing housing sharks, penguins, stingrays and exotic fish that will open in 2013 and be available for events.
Groups can also host meetings in the science center's dedicated meeting space, among exhibits, at the Animal Discovery Zoological Park and in the 3-D dome OmniSphere theater, or buyout the entire museum.
Other classic Greensboro sites include the city's Historical Museum, which chronicles the history of the entire Piedmont area and offers personalized guided tours, or the ACC Hall of Champions. The hall debuted in 2011 and welcomes sports fans for hosted dinners, following the league's 58-year history with highlight reels, memorabilia and mascot exhibits.
"Another thing that plays to our advantage is location", Fourie says. "Greensboro is located in the center of the state and along the Eastern Seaboard. We've even launched a 'meet in the center of it all' campaign.
"The city has its own unique style of southern hospitality," he adds. "Our citizens are one of our strongest assets. In some cities it can be hard to get someone's attention, but here everyone is kind and helpful." PageBreak
High Point
Tim Mabe, president and CEO of the High Point CVB, reports that tourism in the "Home Furnishings Capital of the World" is up significantly and has increased as much as 30 percent from last year. He is optimistic about what these statistics mean for the future.
"The good news is that hopefully this will bring in more developers and investors to further enhance the experience of visiting High Point," he says. "The CVB feels there are justifiable reasons for multiple types of new spaces here."
Also looking forward, local business leaders are in the process of interviewing firms to study the effects of adding meeting and event space.
High Point's main group venue is the Showplace–High Point Convention Hall, with 78,000 square feet of banquet and trad show space and a 100-foot high atrium.
Last year the biannual High Point Market furniture trade show, held in the fall and spring, brought in 75,000 visitors to High Point and the city expects to surpass that number in 2013.
"We move a lot of people during the show," Mabe says. "We're willing to make a commitment to transportation and operate the largest public transportation entity in the state during that period, bringing in people from Raleigh, Charlotte and other surrounding communities."
The Amtrak train station is located in the center of town, an hour and 15 minutes from Charlotte, depositing riders within walking distance of major exhibition spaces.
And while High Point is known for its furniture showcase, groups booking the remainder of the year are quite varied. The former train depot, Centennial Station, is also available for corporate event bookings. Built in the 1900s, it was restored for dinner theater performances until 2005, when it was converted into an events center accommodating up to 500 guests.
Another historical alternative is Castle McCulloch, which hosts private parties complete with medieval feasts and panning for gems including emeralds, rubies and amethyst. Tours of the 1832 gold refinery offer a glimpse into the North Carolina Gold Rush.
A new venue option for groups is the High Point Country Club, which recently opened to the public for special events receptions.
"High Point Country Club is a special venue for groups," says Linda Forester, spokeswoman for the club. "We work together to assist clients in planning and hosting the perfect event with wonderful food, an exquisite venue and an experienced and caring staff that is attentive to details."
A private dining room seats 50 guests, the ballroom can host up to 500 and two clubhouses, Willow Creek and Emerywood, can accommodate events and company outings. Emerywood offers two levels of outdoor terraces looking toward the club's 18-hole golf course and landscaped grounds.
Local lodging renovations include the 252-room High Point Plaza Hotel & Conference Center, with 10,000 square feet of function space, and the 99-room Marriott Courtyard off Interstate 74.
In terms of off-site excursions within the Triad area, Mabe recommends the nearby North Carolina Zoo, a visit to Old Salem and Blue Water Grille, one of his favorite local seafood restaurants, which also hosts corporate events, private parties and business luncheons.
"It's a restaurant you might be surprised to find in a city the size of High Point, and the wine list is exquisite," he says. PageBreak
From a location standpoint, High Point is convenient, located close to major arteries and Piedmont Triad International Airport, according to Mabe.
"Travel and meetings are up and we're seeing companies send more attendees," he says. "They seem to be less budget-conscious than they have been in recent years. Hopefully, both statewide and nationwide, there will be increased development and investment to add amenities for visiting groups."
Winston-Salem
According to Marcheta Keefer, director of marketing and communications for Visit Winston-Salem, the big news in town for groups is the reopening of the renovated Mews Enclave earlier this year at the Graylyn International Conference Center.
The 35-room French cottage-style property offers groups a private dining room, private fitness facility and general session area surrounded by four breakout spaces. The Graylyn estate is set on 55 acres outside of town and is operated by Wake Forest University. The property has a business-oriented history, as it was the former home of Bowman Gray, president of Winston-Salem's R.J. Renyolds Tobacco Company and son of the founder of Wachovia Bank and Trust.
Graylyn offers 86 guest rooms scattered throughout cottages, bungalows and the manor house, plus more than 25 corporate team-building options.
Located in the heart of Winston-Salem's business district, Twin City Quarter's Benton Convention Center is one of the largest conference spaces in the region, combining with the nearby Winston-Salem Marriott and Embassy Suites Winston-Salem to boast 461 guest rooms and 170,000 square feet of flexible meeting space, including five ballrooms and the Marriott's WS Prime Restaurant and Lounge, with private dining rooms for groups up to 40. Bustling with shops, dining and an eclectic mix of local business ranging from financial institutions to the Forsyth Medical Center, Twin City Quarter attracts groups to downtown with its energy and ambiance.
A few miles southwest of downtown, Dana Lu Bryson runs the 141-room Village Inn Events Center in Clemmons. She has been noting relaxing of budgets from state associations and government agencies, which are the property's major revenue drivers. She says groups are booking meetings more frequently and reporting better attendance, and the Triad region in general is hesitantly optimistic about the future of the industry.
The Village Inn Events Center recently underwent a $14 million renovation and Bryson and the property were recently profiled in the local Forsyth Woman Magazine; the property being recognized for its style and versatility and Bryson for her work ethic, attention to detail and dedicated staff. One of her favorite parts of her job is taking the time to meet with planners and owners that come into town to "pick their brain" about different industries.
Responding to guest requests, the event center's renovation added in-room amenities and updated the fitness room, outdoor pool and business spaces. The Crystal Ballroom can accommodate up to 1,000 guests.
