Deeply rooted in tradition, buzzing with energy and fiercely proud, the Carolinas, North and South, are truly “states of mind.” From the wild Colonial-era Spanish Mustangs of the Outer Banks and NASCAR’s hot engines to the roaring Clemson and South Carolina University football crowds, groups will find few dull moments in these Southern neighbors.
“North Carolina is the sixth most-visited state in the country, and the same attributes that appeal to leisure travelers are attractive to planners,” says Wit Tuttell, executive director of Visit North Carolina, which is part of the Economic Development Partnership of North Carolina. “In fact, people often arrive early or extend their stay so that they can immerse themselves in the destination.”
Comparable attributes define the Palmetto State.
“With a wide range of meeting venues and services, including six convention and civic centers in its largest cities, South Carolina can meet the fundamental needs of just about any type of gathering,” says Duane Parrish, director of the South Carolina Department of Parks, Recreation & Tourism. “Couple that with its rich history, outdoor beauty and world-class cuisine, and you have exceptional experiences for meetings of all types.”
Across the Carolinas, the outlook is strong as key group destinations invest in enhancing and expanding their appeal.
NORTH CAROLINA
Mike Butts, vice president of sales for the Charlotte Regional Visitors Authority and executive director of Visit Charlotte, reports a “healthy and thriving” group market in the Queen City.
“The city has seen major growth over the past few years and now has dozens of smart development projects in the works, bringing more than 1,700 new hotel rooms to Uptown over the next several years,” Butts says. “In the past year, hotel demand has grown by 5.5 percent, with the 6.35 million total rooms sold the highest ever for a 12-month period,” he continues. “Occupancy, ADR, RevPAR and revenues have all increased year over year as well.”
With amateur sports producing more than half of Visit Charlotte’s total room nights in 2014, and the Charlotte Convention Center surpassing a revenue record in FY15, up to $17.3 million from the previous record of $14.5 million, Queen City is not resting on its laurels.
While continuing to leverage its motorsports offerings and thriving culinary and craft beer scenes, Charlotte is studying long-range enhancement plans for its convention district and overall tourism appeal. Staying abreast of new opportunities is another strategy.
“One example is working on attracting conventions tied to the 192 German-owned companies in Charlotte,” says Butts.
State capital and anchor of the cutting-edge Triangle region, Raleigh is also experiencing record rate and occupancy highs.
Malinda Harrell, director of sales for the Greater Raleigh CVB, says that the bureau’s “passionate-minded, people-first” embrace of face-to-face meetings has been a catalyst for success in the face of virtual technology alternatives. “Constantly connecting with planners in all major markets via tradeshows, events and one-on-one meetings has contributed to rising demand from corporations and associations looking to meet in Raleigh,” says Harrell.
With groups helping drive record visitor numbers last year, the city is continuing to invest in its hospitality infrastructure. Highlights include the Raleigh Marriott Crabtree Valley, which is doubling its meeting space to 20,000 square feet following the completion of a comprehensive room renovation.
At the acclaimed Greensboro Science Center, the new Skywild treetop aerial adventure course requires participants to negotiate 78 physical feats based on animal behavior.
Leveraging its nationally recognized food scene, revitalized downtown and entrepreneurial spirit, Durham is one of the South’s rising stars.
“With our new director of sales, April Ellerbe, building an exceptional team, our healthy influx of new business in 2015 is a trend that looks to continue in the coming years,” says Durham CVB President & CEO Shelly Green. “Four new downtown hotels and two more under construction help make this a time of new vistas of opportunity and memorable experiences for groups.”
Offering 16,000 square feet of meeting space close to Duke University and the globally preeminent Research Triangle Park, Millennium Hotel Durham is commencing a $10.8 million renovation of all 316 guest rooms and public spaces this winter, with completion expected by spring 2016.
Slated for completion by May 2017, work begins in January 2016 on the multimillion-dollar renovation of the 100,000-square-foot Benton Convention Center in downtown Winston-Salem.
“This project enables Winston-Salem to connect the activity taking place in our downtown with the experience our planners and attendees desire,” stated Richard Geiger, president of Visit Winston-Salem, in a press release. “This redesign, along with the more than $1 billion spent on downtown development initiatives in the last 15 years, will attract more events to Winston-Salem and ensure existing clients return and grow with us.”
The center will remain operational throughout all phases of the project. In February 2016, Winston-Salem is expected to open North Carolina’s first Kimpton property. The 211-room hotel will be located in the iconic R.J. Reynolds Building, a prototype of the Empire State Building.
With the University of North Carolina driving medical, research and association business, Chapel Hill is focused on expanding its appeal.
“With continuing growth expected for 2016, Chapel Hill is quickly emerging as a unique destination for small- to medium-size events,” says Marlene Barbera, sales director for the Chapel Hill/Orange County Visitors Bureau. “We have also increased advertising for social functions and weddings.”
Asheville also has big ambitions for the future, with its diverse arts scene and booming craft brewing scene.
“Our goal is to elevate awareness of Asheville as a national level corporate, association and incentive destination,” says Asheville CVB Executive Director Stephanie Pace Brown.
PageBreak“Initiatives to date, including national advertising, sponsorships and trade events, have generated positive media attention and contributed to unprecedented group demand in 2015,” Brown continues. “We are working with more third-party and independent planners than ever before, and with amenities such as the Biltmore Estate and Omni Grove Park Inn, we are resonating strongly with the corporate incentive market.”
Asheville is well equipped to ascend to a higher stage. “An expected quarter-billion dollars in new capital investment is planned over the next three years, doubling new hotel rooms in downtown Asheville alone,” Brown says. “The group outlook is good for 2016 and beyond.”
Greenville, recognized as Eastern North Carolina’s cultural, educational, economic and medical hub, completed the $4.2 million expansion and enhancement of its convention center in August.
“With our convention business continuing to grow, we can now host larger, higher profile groups,” says Greenville CVB Executive Director Andrew Schmidt. “As we transition from a regional to a statewide destination, other initiatives include developing our leisure tourism infrastructure and attracting more sporting events.”
Historic New Bern reports a steady increase in major conventions for 2015 and beyond.
“Larger state associations are returning for their annual meetings, along with military and government groups,” says Melissa Riggle, tourism and sales executive for the New Bern-Craven County Convention & Visitor Center. “We also have an emerging market in recreational sporting challenges such as the Fireball Run reality TV series.”
Local partnerships are keeping group sales up on the Crystal Coast.
“We are working with venues such as the North Carolina Aquarium at Pine Knoll Shores to expand our meeting space,” says Vernice Whitaker, director of sales and catering at DoubleTree by Hilton Hotel Atlantic Beach Oceanfront, the region’s primary group property. “Plus, collaboration with local hotels allows us to accommodate larger area groups.”
The Wilmington and Beaches region is set for major growth as it enhances its convention district, hotels and cultural attractions.
“Since opening five years ago, the riverfront Wilmington Convention Center has attracted more than 400 new hotel rooms within walking distance of the venue,” says John Sneed, vice president of sales & services for the Wilmington and Beaches CVB. “This makes us a much more viable contender for larger state and regional conferences.”
With more hotels set to open in 2016, other investments include the new technologically advanced Humanities & Fine Arts Center at Cape Fear Community College.
“We also recently added a dedicated sports sales manager to further our youth sports and tournament market,” adds Sneed.
SOUTH CAROLINA
Flexible solutions and savvy strategy define the evolving group market in Columbia, the Palmetto State’s historic capital and largest city.
With demand for group business up, but contracting for that business through hotel blocks down, Jason Outman, executive director of the Columbia Metropolitan CVB, says, “We are committed to helping planners however they need us, even if it means a shift from our traditional approach.”
Growth initiatives at the bureau include alignment with the city’s nuclear power and healthcare technology players, and the research-driven University of South Carolina.
With technology and cosmetic upgrades planned for the Columbia Metropolitan Convention Center in 2016, the city is seeing significant new business from the Cosplay (Costume Roleplay) and fantasy sports markets. There is also a new multiuse minor league ballpark in development, as well as a new Aloft, slated for 2016, which will be the city’s first boutique hotel.
Meanwhile, Suzanne Wallace, director of sales for the Charleston CVB, reports a bright forecast for the city.
“With the expansion of new industries including Boeing, Daimler/Mercedes-Benz Vans and Volvo, plus increased nonstop airlift to Charleston International Airport and greater destination awareness courtesy of accolades from the travel media, we are seeing exceptional RevPar and ADR growth,” Wallace says. “Focusing on our nonstop fly cities, smaller upscale meetings and leisure travelers seeking unique experiences, our group market outlook is strong.”
Along with several new hotel openings, excitement is building for the reopening of the 1,800-seat Charleston Gaillard Center, which includes 15,000-plus square feet of exhibition space and a large outdoor terrace.
Myrtle Beach continues to make its name as an affordable destination offering an ideal mix of business and pleasure.
“Our appeal to all types of meetings and corporate events sets Myrtle Beach apart,” says Danna Lilly, director of CVB group sales for the Myrtle Beach Area COC/CVB. “Planners can tie in our classic family beach and golf appeal with first-class meeting facilities.”
These include the beachfront Myrtle Beach Convention Center. One of the East Coast’s largest such venues, the center’s assets include 100,800 square feet of divisible, column-free exhibit space; a 17,000-square-foot ballroom; 30,000-square-foot Events Plaza; and adjacent 402-room Sheraton Myrtle Beach Convention Center Hotel.
In addition, combining 113,000-plus square feet of space and 1,600-plus rooms, Kingston Resorts’ Plantation and Shores properties in Myrtle Beach form the largest oceanfront conference destination between Atlantic City and Florida’s West Palm Beach.
With recent developments including the new 100,000-square-foot Myrtle Beach Sports Center, the historic Springmaid Beach Resort is being transformed into a 500-room DoubleTree Resort by Hilton, with a 300-seat conference center included.
Greenville is taking off with the $14.6 million renovation of the Bon Secours Wellness Arena completed last October and new hotels in the pipeline.
“All group metrics are up, including a 199 percent lift in site inspections, and 44.2 percent gain in average lead size,” reports Joe Kramer, VisitGreenvilleSC’s vice president of sales. “More and more planners are taking a closer look at Greenville, and not just for smaller programs.”
