Family-friendly meetings are traditionally popular with the association or SMERF segments of the industry, but more recently these same events are expanding their reach into the rest of the meetings community.
The Midwest has long been at the forefront of the family-friendly meetings movement, and the areas Meetings Focus reached out to all mentioned they have seen business expand, or at least hold steady, in recent years. As this trend continues, coupled with a stagnant economy, it’s important all types of planners recognize there is an added emphasis on making a meeting or event an occasion the whole family can enjoy.
Here is a look at some of the most recent trends in family-friendly destinations and venues in the Midwest that specialize in this growing market, along with what has made these locations successful in attracting group business.
Traverse City, Mich.
“Set at the edge of Lake Michigan’s scenic Grand Traverse Bay, Traverse City is known for its miles of sandy beaches and the Caribbean color of its waters,” says Media Relations Manager Mike Norton of Traverse City Tourism.
Based on that description, it’s no wonder Traverse City was named one of National Geographic’s “Ten Best Summer Trips in 2012” and most of its family-friendly activities are centered on outdoor events.
Norton says family-friendly business has stayed fairly consistent in the area, with bookings depending more on the nature and size of the meeting, rather than the type of group, with smaller events such as corporate board meetings placing an emphasis on bringing along the family.
“People feel comfortable bringing their spouse and kids along when they come to Traverse City because it’s safe and there’s a lot for them to do, and that’s a big help for attendance-building,” Norton says. “It’s not uncommon for folks who come here for a meeting to arrive a few days early or stay a few days afterward for their own enjoyment.”
One of the outdoor highlights for families in the area is sightseeing at the Sleeping Bear Dunes National Lakeshore, where visitors can catch sights of the beautiful water, skies and towering sand dunes on the Lake Michigan shoreline. PageBreak
Wisconsin Dells, Wis.
Tifani Jones, director of sales at the Wisconsin Dells Visitor & Convention Bureau, says that state and regional associations and SMERF events continue to be the “bread and butter” of meetings business in the area, along with an added boost from bookings for incentive-type gatherings, with meeting planners even encouraging attendees to bring along their families.
“It’s interesting to note that during tough economic times we find more, not less, meeting attendees bring along their families so the trip can do double-duty as a vacation in lieu of a separate, often more costly, dedicated family vacation,” Jones says.
Due to the high prevalence of waterparks (and waterpark resorts) in the area, which include Noah’s Ark, Kalahari Resort, Wilderness Territory, Chula Vista Resort and Great Wolf Lodge, Jones says that meeting planners new to the family-based events category often are worried about the possibility of attendees skipping meetings to spend time with family.
“To assuage that concern, we encourage planners to build in family time, particularly given the nature of our destination and our vast array of family-friendly attractions and activities,” Jones says.
Jones lists the area’s waterparks, scenic tours of the Wisconsin River and shopping as the top three activities most popular with families in the Wisconsin Dells. Specialty food shops trading in artisan cheeses and homemade fudge generally go over well with the whole family, too.
“We’re finding that kids’ palates are becoming increasingly sophisticated,” Jones says. “Children are more adventurous when it comes to trying and enjoying new foods.” PageBreak
Lake Erie Shores & Islands, Ohio
Amanda Smith Rasnick, group sales manager at the Lake Erie Shores & Islands Welcome Center, says the area hosts family friendly meetings from all markets.
“We encourage families to take advantage of their time in Lake Erie Shores and Islands, since most of the hotels will extend the conference rate before or after the event,” she says. “This is an affordable way to have a family vacation.”
Smith Rasnick notes that the Lake Erie Shores & Islands CVB offers a complimentary mailing to prospective conference attendees before the event to encourage attendance. She says this makes both the planner and the CVB happy because it promotes the event and creates awareness of the destination.
Popular family-friendly spots include the islands of Put-in-Bay and Kelleys Island, Cedar Point Amusement Park, and a variety of indoor waterparks and historical attractions. Outdoor activities on Lake Erie are also popular, including boating, fishing, sailing or simply spending a day at the beach.
Kalahari Resort–which has multiple Midwestern locations–features 215,000 square feet of meeting space connected to Ohio’s largest hotel (890 guest rooms). It features the largest indoor waterpark in the U.S., along with zip lining, a safari adventure park and five restaurants.
Branson, Mo.
Deborah Cohen, CMP, director of marketing and group sales at the Branson/Lakes Area Chamber of Commerce and CVB, says her office currently sees all market segments seeking out family-friendly destinations, especially if the group has young to teenage children or grandchildren.
“Branson entertainment and attractions are wholesome and affordable,” Cohen says. “Families can easily take their children to shows in Branson and know that they will not hear bad words or off-color jokes.”
While Branson is known for its music and entertainment, the area is home to a winding landscape of scenic beauty found along the lakes bordering the Ozark Mountains. Families can partake in outdoor activities for all ages, such as fishing, hiking, boating, ziplining, paddle boarding, kayaking and geocaching.
“Because we are located in the Midwest, many attendees can bring their families by car, making it an affordable way to attend their meeting and have a vacation at the same time,” Cohen says.
