Incentive - December 2007 - (Page 62)

Alex las vegas incentive marketplace Grand Canyon Skywalk trip to Las Vegas,” says Row-land. “The company arranges for shows, very high-end dinners, golf and spa outings, and experiences they couldn’t otherwise do, like buying out a nightclub. In the middle of it all, they will have meetings to talk about the marketing plan for the coming year.” For an incentive meeting group of 10,000 delegates arriving in town next April, Suite Access is using what has become one of the hottest group events in Las Vegas: Buying out one of the city’s chic nightclubs for the group’s private use. This is so popular because the participants get to go to highprofile settings—such as the newest sizzle zone, LAX, which opened in September at Luxor—without having to fight the crowds and long lines to get in. “The new thing is for the host company to bring in a band,” says Rowland. “Everybody used to want us to get a celebrity DJ, but a band is really so much better because they interact with the group.” When it comes to combining meetings with incentives, some groups get quite inventive about their approach. AWG, the largest transportation company in Vegas, has a series of 15- to 28-passenger limo coaches that some groups have used for meetings on their day trip to the Grand Canyon’s western rim. The four-hour drive is the perfect time for a brainstorming session as attendees sit around in sofa-style benches, each division taking their own coach in a sort of rolling breakout Arrivals throughout the day. Evening: Welcome reception around the pool or, for a smaller group, in a semi-private section of a bar. DAY TWO Morning: Breakfast/general session in the ballroom, including a motivational speaker to pump everyone up. Breakout sessions with region or division leaders. Afternoon: Lunch together, then choice of a golf outing (scramble format) or treatments in the hotel’s spa. Evening: Dinner at a restaurant of guests' choice using money provided by company, followed by a show with others in the group. ACHIEVINGcreativity SATISFACTION vital CLIENT and quality more Never are than when it comes to incentives where clients are part of the mix. The program Destinations By Design did in October for 200 sales reps and top customers of a major food manufacturer illuminates an effective approach. “It was really about the customers and what we could do to wow them,” says DBD vice president Tami Hance. For this group, that meant not buying out just any restaurant, but one of the two fivestar restaurants in town. “Alex at Wynn Las Vegas is the most beautiful restaurant in the city and with that five-star status, the ‘wow’ experience is built in,” says Hance. “You keep a focus on the food and wine with a sixcourse meal and wine pairings.” DAY THREE Morning: Informal breakfast in meeting room. Breakout Sessions. Afternoon: Free time to explore. Evening: Reception in the ballroom at the host hotel, black tie dinner and awards presentation, and dancing to a live band. SPECIAL ADVERTISING SECTION 62 | December 2007 ITINERARY session. Everyone unites at the canyon to experience the Grand Canyon Skywalk, a U-shaped glass bridge suspended 4,000 feet above the Colorado River, and learn about the Hualapai people. “The return trip is a great time for everyone to relax and talk about their experience,” says Hanley. “Towards the end, we can have a sommelier discuss wine while guests munch on appetizers. It is a nice segue into their evening.” The newest trend in spa offerings, experiential classes and activities, is being used in innovative ways for teambuilding programs during Las Vegas incentive meetings. The Aquae Sulis Spa at JW Marriott Las Vegas Resort & Spa has just introduced the Red Rock Canyon Vitality Trek, where the group is taken out of their element on a hike among the rock formations of the nearby national park. They stop at one particularly scenic spot and pull out their yoga mats for a session on breathing techniques that can help you relax, even in the workplace. From a companion perspective, DBD wanted to do things unique to Vegas, so everyone had their choice of three distinct experiences: Private gaming lessons and lunch at Charlie Palmer Steakhouse in the Four Seasons, bought out for their exclusive use; a backstage tour of The Beatles’ LOVE at the Mirage, the show the group would attend that evening; or lunch and a fashion show at Mariposa restaurant at Neiman Marcus, combining meetings and incentives DAY ONE

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Incentive - December 2007 Contents Editor’s Note: Revved Up In the News Cover Story: Rolls-Royce Empowers Its Own Case Study: Booz Allen Hamilton Beating Your Best Incentive Primer: Add Value to Your Event Keeping Safety In Mind Incentive Interview Potentials Here and Now Research: Corporate Gifts Facts Report Tabletop Awards: Travel Gift Cards Travel News Viva Puerto Vallarta Indigenous Spas Advertiser Index Off the Cuff: Ambassador Christoph Bubb Luxury Brands Special Supplement

Incentive - December 2007

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