November/December 2006
Site Selection Made Easy
45 tips on how to maximize your time during site inspections, plus a list of the best tech tools for researching destinations

By Heather Kirkwood



Choosing a destination for your show is one of the most important strategic decisions you make, but it can be a tedious and time-consuming process. In fact, the site selection process typically begins about four years out, according to a recent survey by EXPO Magazine and Exhibit Surveys Inc. (see Marketwatch: Site Selection, October 2006). But your time investment is critical because there’s more to consider than ever before.

As the inventory of space at convention centers continues to grow, more cities are becoming viable destinations for events. At the same time, demand for the space, especially at the larger convention centers, seems to be leveling off, according to a recent report by PricewaterhouseCoopers. The report found that demand for convention center space overall only grew 2 percent from 2005 to 2006, compared with a 16 percent increase in demand in 2004.

As competition among destinations heats up, bureaus are offering increasingly lucrative incentive packages. Many bureaus are willing to play the role of attendance-building consultant. They offer everything from free e-newsletters to help promote excitement about the destination and the show, to telemarketing services, and even to familiarization (FAM) trips for the trade press.

These trends could bode well for savvy show managers, but show organizers can no longer simply compare destinations based on space or hotel rates alone. Instead, the overall value destinations offer must be considered to get the best deal at the end of the day.

With so many variables and destinations to consider, how do show organizers narrow down the list of possibilities, find the best deals and do it in the most efficient manner possible? We asked site selection pros — from both show management and convention and visitors bureaus — to share their best site visit time-savers and efficiency creators. We’ve gathered a collection of their tips and tricks gleaned from years of experience — everything from whether it’s worth the time to do an RFP to what to look for in a hotel. Plus, you’ll find a list of the best tech tools for researching destinations.

Creating a short list
Of course, creating a short list of cities is a function of a variety of factors that are necessary for an event, such as available exhibit space, available hotel room blocks, geographic location, geographic layout of the city and the ability of a city to draw attendees. Other factors to help shrink the short list include:

1. Survey attendees
“We survey our attendees every year — not only about how they liked this year’s destination, but also about which destinations they’d like us to visit in the future,” says Christy Richards, Managing Director, Department of Planning and Development,
National Association of Realtors (NAR), “We develop a short list of possibilities based on the cities that can accommodate our show, and then we ask attendees to rank their preferences. Obviously, we have to take other factors into consideration, such as our show rotation and where we’re able to negotiate the best deals, but if several destinations seem relatively close, we’ll use these results to help determine where to go.” This year NAR plans to link the cities on the survey (sent electronically) to specifically designed Web sites, created by the CVBs, to highlight current and upcoming developments in the city. “We hope this will bridge the gap between the way the attendees know the city today, and the way it would be by the time our show moves there,” says Richards.

2. Consider value and cost
One city may offer a better rental rate on the convention center, but consider other cost factors as well. If the savings are eaten up by charges for other items, it’s not such a great deal. “Compare cities not just dollar to dollar, but include the value a city offers in your comparisons. It helps level the playing field among the cities, and you’ll often get a better deal in the end,” says Richards.

3. Don’t overlook the hidden gems
“There are a number of up-and-coming cities that are great for the right show. I keep notes on which cities have a lot of economic development under way and which ones have new space, new hotels or new attractions coming on line,” says Laurie Trautner-Black, Vice President, Experient. “I check back with cities we’ve considered in the past for a particular event, but had to cut because they were lacking something we needed. When you’re looking at a destination for an event that could be six or seven years away, these destinations can be great options. And if you consider them before they’re on everyone else’s radar, you can get great deals.”

4. Ask about other events in the city
“Always ask about other major events in the city you’re considering. There might be something your attendees would enjoy, or there might be something that could cause your show logistical problems. For example, a large civic festival that might shut down streets or a big sports event that might affect the availability of hotels,” says Trautner-Black.

5. Think about the audience
“Don’t just consider your own costs in the equation. Look at a destination from the attendee and exhibitor point of view, too. It might be a good deal for you, but will it be a good deal for them?” says Sandy Voss, Trade Show Director, New Hope Natural Media.

6. Be brand conscious
“Our shows are space intensive, but attendees are small, select, largely C-level executives. So, I’m very interested in how the facility and the destination are going to represent the brand we’re trying to create. We want upper-scale accommodations, and we want convenience. I’ve looked at destinations with lovely resorts, but eliminated them because I want most of my attendees to be able to take direct flights for their convenience,” says Nancy Hammervik, Vice President of Events, CMP Media’s Channel Group.

Making comparisons
According to a recent survey by EXPO Magazine and Exhibit Surveys, 43 percent of show organizers send out a request for proposal to help them research their options. Shows that don’t use a request for proposal often have other internal mechanisms to compare destinations. Here are some tips for making comparisons.

7. Analyze the SWOT
“I love RFPs. It helps me think through the process and get my ducks in a row,” says Voss, “When I was relocating one of our larger shows, it was useful for the destination to ask me questions about what I needed. But, after gathering the information, I did a SWOT analysis —strengths, weaknesses, opportunities and threats, to compare the cities. I plot this information for each city and compare my information that way.”

8. Communicate your specific needs
“RFPs don’t really work for us. Our needs are very specific. I’m happy to provide information, but sometimes at first glance hotels or conference centers will assume they can’t accommodate our needs. If we can talk about it, often it’s possible,” says Debbie Keating, Principal, KMI Event Management. “But, if I call a sales department, and no one seems interested in discussing our business but instead are more intent on numbers, I’m done. That’s not the service environment I’m looking for.”

9. Use RFPs for smaller events
“I don’t find RFPs very useful for larger events. My needs are specific, and I want to do my own comparisons and talk about my business with the city,” says Rich Feeley, Vice President of Operations, IDG World Expo, “For smaller events, however, (events that can easily be accommodated by multiple hotels in the same city) I do find RFPs useful so the bureau can save me time and narrow down the options.”

Philosophy of the site visit
Show organizers have very different philosophies about their goals for a site visit depending on the needs of their events. Some go just to get an overall feel for the city and the event space, while others pack their white glove for a thorough inspection.

10. Don’t get lost in the details
“I don’t visit a city planning to go over everything with a fine-tooth comb. We can deal with those details as we start to work on the show,” says Richards, “My goal is to get a lay of the land. I want to see how close the hotels are to the convention center, for example. I want to notice things that could be a logistical challenge for us or a cost factor.”

11. The same process doesn’t work for all groups
“The way you go about a site visit very much depends on the size of the group. If you’re hosting a group of 10,000, for example, you’re more concerned with the logistics of running the event. You want the attendees to have a good time, but they’re largely on their own,” says Trautner-Black, “If, however, you’re planning a smaller event, say for 500 — you’re likely selling a more personalized experience, so the small details become much more important.”

Site visit time-savers and efficiency creators
Besides your clipboard, pack your walking shoes. Here are some tips to help make the most of your time on the ground.

12. Create easy reference guides for yourself
“When I go on a site visit, I try to reduce everything I need to know about the places I’m visiting to one page,” says Trautner-Black, “It’s a reminder to me of what the bureau said about the amount of space, number of rooms available, etc. And, this way I can refer to it easily as I look at the space. I’m not digging through a bag of brochures. I also create a one-page must-ask question list and leave room to make notes. It helps me make sure I see what I need to see.”

13. Don’t feel obligated to tour everything
“I do site selection for a lot of groups, and they all have different hot points. I generate a list of specific goals. If a group isn’t health conscious, for example, I don’t need to waste time touring the health clubs of the hotels in our block,” says Trautner-Black.

14. Tour like an attendee
“When I’m touring a city for a larger event, I carefully plan the route for the day to use as little car transportation as possible. I don’t want to crisscross back and forth between hotels and the convention center, but at the same time, I want to walk the distance so I understand how far the attendees will really have to walk,” says Trautner-Black.

Convention center considerations
Every show organizer is concerned with the general condition of the convention center as well as whether their show will fit well in the building and whether they can get a good deal. Other factors to consider include:

15. Sharing the building?
“This applies to both hotels and convention centers. I want to be sure that if we’re sharing the building with another group, that our groups are compatible,” says Trautner-Black, “For example, I wouldn’t book an event for an anti-smoking group with another event whose demographic is heavily smokers. I also want to be sure that any other events in the building will not be competitive with mine.”

16. Take note of staff behavior
“I watch the behavior of the staff closely. If there’s a piece of litter on the floor, for example, I take note of whether the staff giving me the tour bent over to pick it up or left it sitting there. It tells me something about their personal pride in the facility and their attention to detail,”  says Trautner-Black.

17. Tour facilities with the people responsible for the work
“Always tour facilities with convention services. Salespeople will tell you anything you want to hear. But convention services, used to serving events in that space, can talk to you on a different level. They’ll be more realistic about what can and can’t be done, and if there’s an issue, they may have some creative solutions to offer,” says Trautner-Black.

18. Look for hidden costs
“Make sure you’re including all costs in your evaluation of a convention center and not just looking at the rental rates. Some convention centers want a commission that can be as much as 10 to 15 percent if you hang banners, for example, for sponsorships,” says Feeley. “Find out about the cost of things like trash removal or the cost of wireless access. They can vary a lot.”

19. Utilize the grape vine
“This is a small industry. Buildings get reputations. If you’re considering going to a new convention center, get on the phone with a show manager who’s been there before,” says Feeley, “They can tell you what went well, what didn’t and what to be on the lookout for. Also, especially for a building you’ve never used before, talk to your contractor. Take them with you on the site visit. They’re the best neutral party you’ll find.”

20. Ask about service amenities
“Convention centers can be large and confusing places for attendees. Ask about whether the city will provide volunteers to help meet, greet and direct your attendees. Some provide them for free, and the attendees love it,” says Feeley. 

21. Don’t just look at square footage look at your floor plan
“One thing I’ve learned from experience is to not just focus on whether the convention center has enough square feet of exhibit space. Compare the hall’s layout to your show’s desired floor plan,” says Voss, “Sometimes you’ll find that while there’s enough exhibit space, there’s something about the placement of the columns or the shape of the hall that affects the number of booths you can really accommodate.”

22. Check out the unions
“Always ask your contractor about the union situation in a given city. This is not only important from a cost perspective, but also you want to avoid hassles for the exhibitors. We create profiles of expected attendee and exhibitor costs when we’re reviewing options,” says Voss.

What to look for at hotels
After you’ve determined a hotel meets your needs, they can often look very much the same. Here are a few tips about what to notice besides the meeting space and the sleeping rooms.

23. Look under the beds
“I know that when I see a sleeping room, it’s a show room. It’s been made up for my benefit. I’m looking for things I haven’t told the hotel I plan to check. I always look under the beds. It gives you an idea of how attentive housekeeping really is — if they’re not thorough, they don’t bother with underneath the bed,” says Trautner-Black.

24. Acquire a weak bladder
“I always find an excuse to need to use the public restrooms in a facility or hotel when I’m on a site tour. Again, everything they expect you to see will look great. But, if you go to the public restroom and the trash can is overflowing, the stalls aren’t clean, or the wallpaper is peeling from the humidity, — it tells you something about a facility’s attention to detail,” says Trautner-Black

25. Take an interest in employee-only spaces
“I always try to at least walk through some employee-only spaces, like the employee cafeteria,” says Trautner-Black, “Is it clean? Are there signs the hotel staff have some camaraderie? I’m always happy to see Happy Birthday banners or congratulations balloons. It isn’t a deal breaker, of course, but if all things are equal, that matters.”

26. Plan for success
“Even if you’re not sure you’re going to need them, are there nearby venues for hotel overflow, and do they also meet your standards?” says Keating.

27. Ask about client contact
“I personally prefer to work with hotels that have one contact for convention services and food and beverage. It eliminates opportunities for communications breakdowns,” says Keating.

28. Try being a secret shopper
“Because my attendees are executives, I want to be sure I know what kind of experience they’ll have. Most of our events are hotel shows, and I stay in the hotel on the site visit,” says Keating, ‘I never tell the hotel when I’m arriving. I want to see what sort of coverage they’ve got at the front desk, whether someone greets me at the door, etc. If I see potential problems, then I can discuss it during our meetings. If 15 minutes to check in is a standard wait, then I ask if they’ll set up a separate check-in desk for my attendees.”

29. Road test amenities if they’re important to attendees
“I always go to the bar to order a drink. I want to see how busy they tend to be and whether I need to request that they staff up so my attendees get the service they require. I try the pool, the spa, etc. Our attendees are likely to take advantage of such amenities,” says Keating. 

30. Which services are unionized?
“Find out which services at a hotel are unionized and how that could affect pricing and staffing for your event,” says Keating.

31. Road test the high-tech offerings
“Our attendees are tech savvy, and they get frustrated easily if the hotel’s technology infrastructure isn’t state-of-the-art. They’re busy executives. They’ve got businesses to run and they don’t want to have to run up to their rooms to get online or call back to the office. So, we test everything. We test the room’s Internet connectivity, and we test whether wireless reception is adequate throughout,” says Hammervik.

Negotiation tactics to get the best deal
Making a final decision about where to locate a show depends on dollars and value. Here are a few tips to get the most for your group’s money.

32. Don’t commit to a city too early in the site selection process
“We negotiate all of our must-have facilities before committing to a destination. If you announce you’re going to a city first and then negotiate hotels, you’re left begging in the negotiations,” says Richards.

33. Don’t hesitate to ask for more
“Once you’ve done a dollar for dollar comparison, you may find that two destinations are close in price, yet you really like the more expensive one. If so, show them your price comparison analysis. They often come back with concessions that would make the pricing more equitable,” says Trautner-Black.

Click here to download the "Meet the site selection experts" PDF.
Click here to download the "Tech tools for site selection" PDF.
Click here to download the "Site selection tips from CVB Pros" PDF.