@MPIGNY - Summer 2016 - (Page 17)

#thought leadership INCENTIVES: WHAT'S MAGIC FOR MILLENNIALS? by amy drew thompson B udgets are returning and the millennials, in growing numbers, are on the books for your incentive meetings. What's important to the generation that will be making up more and more of the workforce with each passing year? Immersion. Millennials are more apt to head out and experience a destination head on. They will prefer experiences that bring them to the restaurants locals enjoy, where the culture comes in culinary form, right on the plates. Same goes for activities. Largely an active bunch, the options available should reflect thusly, with adventurous rosters bringing guests into what makes this region special. Meeting the locals, for example, will rank higher than shopping excursions. They time. While interaction is essential for fun group outing moments, stipends and free time are big draws. Being able to discover a place at their own pace is preferable to strictly structured schedules. Boutique, yes. Big luxury, no. Don't waste precious dollars on the fanciest rooms. Millennials are more interested in doing things outside of the property where they are staying. Boutique hotels are big - perhaps with a solid dining and/or bar option - but the days of the super-luxe resort stays are over. Keep an eye out for properties where sustainability and locally-sourced products figure into the mix. THE WHERE C an where you choose to hold your meeting directly affect who shows up? Of course! But not for reasons you might think. While just about any attendee is going to be tempted to head to San Juan or Sonoma when the New York area is set to break the seasonal snowfall record yet again, it takes more than a great climate and terrific local to-dos to tick up that registration count. Have you considered whether your prospective locations can better accomplish the meeting's goals? Choosing a region or venue with a connection to your client's business or industry could be the box those invited need to tick before choosing to spend the time and money to attend. In what regions, nations or cities is this particular field growing? Are there factories, hospitals, universities or other places where valuable information or cutting-edge trends in the field can be gleaned? Discussing your meeting's goals with suppliers on the local level is one way to drum up respondents with an interest in helping you meet them. Strategic analysis of each prospective location can help you move some options to the top of the list and put others on hold until the segment is richer. Questions to ask include: * Is said industry growing in this region or city? * Are there opportunities to take advantage of this fact via field trips or tours, or bringing in local professionals for panels and speaking engagements? * Will this destination help us meet our goals? Sure, available hotel rooms, meeting space and transportation will always be important, but as the hospitality industry becomes increasingly savvy, it's no longer the just the high-ticket properties showcasing impressive tech and trendy F&B offerings that hit the mark. It's a location's connection to your client's industry and the event's specific goals that will help push attendance to new heights. mpigny.org 17 http://www.mpigny.org

Table of Contents for the Digital Edition of @MPIGNY - Summer 2016

PRESIDENT’S MESSAGE BY SUZANNE MEDCALF
BUILDING YOUR PERSONAL BRAND
MPIGNY @ WEC
CREATE A HEALTHY HOME OFFICE THIS SUMMER
THE EVOLUTION OF GAMING VENUES FOR MEETINGS & EVENTS
MEET THE 2016-2017 MPIGNY BOARD OF DIRECTORS
THOUGHT LEADERSHIP A SPOTLIGHT ON TOP MEETING TRENDS
NOTES FROM THE FIELD
FROM THE BEACH TO THE BAY
NEW MEMBERS
ADVERTISERS’ INDEX

@MPIGNY - Summer 2016

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