Maybe it's the world's uncertainties, business hangovers from the recession, or just a new realization by some suppliers and destinations about the size of the religious meetings market, the largest component of the SMERF (social, military, education, religious and fraternal) sector…
Whatever the reason, planners and groups who populate the religious meetings segment report they are getting new respect and interest from suppliers and cities of all sizes. And the respect isn't coming just from the hefty revenues these groups generate. There's more recognition, they say, for the loyalty they bring to suppliers who treat them fairly.
Smaller Cities Step Up
"We are hearing from destinations we haven't heard from before," says Jayne Kuryluk, director of the Christian Meetings & Conventions Association (CMCA), with a membership of about 1,200 planners and suppliers. "I've been in this industry segment for 30 years, and we are encouraged by what cities of all sizes are offering us these days."
Kuryluk says CMCA held its annual conference this year in Rapid City, S.D., and will meet next year in Jacksonville, Fla. Both cities are new to the group, she says, and reflect the growing trend that sites in all regions are courting the sector with determination.
"Smaller cities often make up for what they don't have in facilities and budget with great services, help with supplier negotiations, and friendliness," she says. “If they have attractions that encourage members to drive a distance from larger airports to get to meetings, that's in their favor too.
"Rapid City has tourism appeal for sites in the Black Hills like Mount Rushmore and the Crazy Horse Memorial," Kuryluk adds. "So some of our people flew into Denver and drove over five hours to Rapid City. But it was a pleasant drive and eliminated the pain of today's air travel. If you offer a strong destination, people won't complain."
Dean Jones, director of conferences and events for the Religious Conference Managers Association (RCMA) says he also is seeing more destination and supplier competition in the religious segment.
"We've noticed national offices for major hotel chains like Marriott and Hyatt are trying to pursue long-term relationships and multi-year deals in this market,” Jones remarks. “The companies have done a lot of restructuring, and their marketing to religious groups is more intentional than it used to be with more management and oversight from the top."
Cities like Birmingham, Ala., Grand Rapids, Mich., Frisco, Texas, and Louisville, Ky., recently have stepped up their marketing and services to religious planners, he says.
"I see a lot of smaller cities packaging things like meal plans, discounted parking, and other lures in their presentations because they are trying to be more competitive," adds Jones.
Eugene, Ore., is another smaller city actively working the religious market, says Juanita Metzler, convention sales manager for the Eugene, Cascades and Coast CVB.
"Eugene is attractive for faith planners and attendees not just for its natural coastal beauty," she says. "We work closely with our business community which includes many people of faith or people with a strong desire to be involved with the faith-based market. We have here two local faith-based colleges and a publishing house, so there is that tie between what we offer and what a planner might be looking for."
Other attributes Eugene offers the market include lower costs, she added. There is no sales tax and that helps on everything from F&B to venue costs. Access is good too, because the region sits on the Interstate 5 corridor between Canada and Mexico, and the local regional airport has six carriers that provide transport.
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Player Perennials
Though smaller cities may be nipping their heels, larger cities like Charlotte, N.C., Houston and Philadelphia, which have courted religious groups for many years remain focused on the segment. One major reason, they say, is that religious groups are often willing to meet during "need" periods like weekends, summer months, and the end-of-year holiday period. Also, revenues they bring to the city can be hefty.
Conchevia Collins, national accounts manager for the Philadelphia CVB's religious and multicultural market, says religious events are extremely important for her city; not just because they often fill the need periods, but also because they bring business to the large variety of hotels, boutiques, and other lodgings.
"Religious groups may not use the city as business groups do, but they do use our restaurant,” she explains. “Many of them travel with family members like children who expect to eat three meals a day," she says. "Because they are often spending their own money to attend an event, they tend to make it into a vacation time for the family to enjoy."
Groups of all sizes find a home in Philadelphia, Collins says, especially the large ones. Her bureau has been working closely since 2007 with local representatives of the AME church to bring that group's 2016 bicentennial meeting into the arms of the brotherly love city. About 40,000 attendees are expected, and lots of research and collaboration has already occurred to ensure the event's success.
"Philadelphia is home of the Mother Bethel AME founding church," Collins adds, "and that meeting will be a very big milestone for the entire denomination. We have wanted to make sure that the church here and churches elsewhere would support our efforts to bring it to Philadelphia."
Christa G. Williams, national sales manager for Visit Charlotte, says the religious market has always embraced her city, and that continues even in the face of more competition, particularly for women's religious groups like Women of Faith, which brings thousands of attendees annually to multiple cities.
"We are being more strategic about the way we market to these groups, and we are focusing on groups that really have impact," Williams says. "Rather than hosting traditional group planner fams, we are doing things like bringing in targeted planners for an auto race or football game. We've also brought in a religious industry meeting that drew top religious planners to the city."
Judith T. Quesonova, vice president convention services for the Greater Houston CVB, says her bureau realizes there is more competition now for religious group business, and her bureau continues to offer not only competitive rates for summers and weekend periods, but also the large facilities some groups need.
"Houston has several large arenas for groups like the Passion Conference of about 17,000 college students who came to us this year and will return in 2015," she says. "Our biggest this year was the Congregation of Jehovah's Witnesses, who came to us on three weekends, with an average attendance of about 40,000. We remain a popular choice for these groups because we have such easy access by both air and car."
Large or small, cities of all sizes are finding religious groups a worthwhile market to pursue in any economic climate.
Planning Tips for Religious Meetings [sidebar]
Planners of religious meetings and events have new leverage these days as competition rises among destinations. Consider the following as you select venues and dates:
- Smaller cities may be your best choice for budget-conscious attendees. What destinations lack in budget and facility size may get offset by lower costs and supplier negotiating help, attractions to lure attendees, and genuine hospitality.
- Major cities are most interested in religious meetings that can fill their need periods, such as summer months and late year holiday periods. Be flexible with dates for best negotiating leverage.
- Be prepared to show suppliers ways your group will benefit the destination, such as use of restaurants and shopping revenues as well as future bookings if costs are competitive.
- If you select a venue that doesn't have the best transportation access, market other attributes like nearby national parks and unique natural beauty that attendees will drive to.
