Q&A talks tourism marketing with Michael Van Parys, president of the Connecticut Convention & Sports Bureau.
Q: You’ve recently returned from the Hospitality Sales & Marketing Association International (HSMAI)’s MEET National, one of your first big shows since the formation of the Connecticut Convention & Sports Bureau. For those not aware, what is the bureau and what is its mission?
A: In June 2012, the former Greater Hartford Convention & Visitors Bureau expanded to become an entity with a mission that is dedicated to increasing the entire state of Connecticut’s group meetings and sports events business. We market the state as a premier destination for national, regional and statewide conventions, and service the needs of all visiting groups and individuals to provide attendees with a New England experience that exceeds expectations. This mission is achieved through a strong public/private partnership, the result of leveraging public dollars with private sector support in the form of substantial membership dues, advertising, in-kind services and corporate sponsorships. In partnership with the Department of Economic and Community Development (DECD) and other organizations and businesses, we market and promote Connecticut, enabling the state and its immediate environment to become a regional family-oriented arts, cultural, education, sports and entertainment region that will create new jobs and broaden the tourism effort.
Q: What›s different in the marketing message now that you are a combined convention and sports bureau? How do you have to sell Connecticut differently?
A: We now have the wide range of meeting facilities, including numerous individual hotels, attractions and eateries, and the tourism appeal of the entire state available to us to offer to a prospective client. We sell the “destination of Connecticut” and regionalize the message dependent upon the interests of the prospect. This also gives us an opportunity to present the assets of other areas of the state that someone may not have considered when they initially reached out to us. Of course, our base of partners is greatly expanded with our new statewide sports advisory board, hotel and convention advisory board, and our executive board — the members of these dynamic, diverse teams are available to help us as we move forward to sell our state.
Q: The MEET National you attended had 1,800 planning professionals from organizations of every size. How does Connecticut set itself apart from the maddening crowd? What was your effective message to get people to pay heed?
A: Connecticut has a unique message in that we have an excellent, convenient location with more than 23 million people within a two-hour car drive. This helps to increase participation at meetings, conventions and sports events and also provides a wealth of people in related professions or industries who can provide content to any program topic that a planner may be developing.
Q: What are the expectations of planning professionals for their events? What do they look for in a site? Granted, no two events are exactly alike, but what are some common themes?
A: Planning professionals are looking for a partner that can help them provide a well-run, well-attended, unique and memorable setting for their events. What Connecticut has that stands out is a great variety of unique meeting and event venues — many inside interesting historic and cultural arts attractions. Our state also is rich in beautiful scenic sites that set us apart from other locations — from the shores of the Long Island Sound to the rolling hills of the northern part of the state. Our sales team’s knowledge of the states’ array of resources provides many options to a planner and makes their job easier. And, unlike some larger destinations, we take extra care to make a mid-size or smaller group feel just as special as the larger ones.
Q: Let›s assume the role of job interviewer for a moment, what is Connecticut›s greatest weakness as a destination? What consistently stops it from getting conventions?
A: I don’t think Connecticut has a great weakness. Probably the biggest challenge is that we do not have a specific identity, such as Florida for its sunshine or California for its wines — even though we have an abundance of both. Once we have the opportunity to host a meeting, the attendees and the planners walk away saying, “I never knew Connecticut had so much to offer.”
Q: Finally, what›s the value of the Delta Sky Magazine 16-page profile of Hartford to your recruiting? Does it have much of an impact? Will groups suddenly clamor to come here or is that going to benefit individual tourism more and why?
A: Any chance to get in front of that many business and leisure travelers is a good thing. It is just another opportunity to put a face on Hartford and the surrounding area. Hopefully, this will be another reminder to consider the Capital City when planning a trip or meeting. I’m confident that it will benefit both tourism and group business.
