Meeting News - April 7, 2008 - (Page 21)

Insider Report: Theme Parks Edited by Rayna Katz rayna.katz@nielsen.com Events Served Up Family Style Theme parks boost meeting attendance by offering fun for guests of all ages Theme parks offer unique opportunities for combining business and pleasure, but making them particularly appealing to groups is when spouses and families are coming along—an increasing trend. “Combining a business meeting with a minivacation is a great way to stretch the family dollar,” said Melanie Platt-Gibson, director of marketing at the Wisconsin Dells Visitors & Convention Bureau. “Usually, room and mileage are at least partially taken care of [by the meeting sponsor] or are taxdeductible.” Wisconsin Dells, about 50 miles north of Madison, WI, has over 20 water parks, both indoor and out, and bills itself as the “Waterpark Capital of the World.” More than 2,500 meetings are held at the Dells’ resorts annually, and most of them include an opportunity to bring the family, a move that effectively builds attendance at events, according to Platt-Gibson. “Taking the family along is a great cure for socalled ‘convention guilt,’ ” Platt-Gibson said. “Most of our resorts have indoor water parks on site, so meeting-goers can take care of business and then be on a waterslide with their kids by dinnertime.” Cheryl Fleck, meeting coordinator for the Wisconsin Counties Association, in Madison, brought her group to Wisconsin Dells for its 2007 convention and will return in 2008 and 2011. “We hold all our general assemblies and exhibits at our hotel facility, the Kalahari Resort and Convention Center, which is the largest convention center resort in the state. Many of our attendees bring a spouse or the family along,” Fleck said. “One of the fun spouse/guest tours we’ve done was a morning boat ride through the Upper Dells, ﬁnishing with a fun lunch at Moose Jaw Pizza and an afternoon visit to Tanger Outlet Mall.” Kerry Price, senior director of strategic events and travel management for Amerinet, a national health care group purchasing organization, will bring her East Coast membership meeting of about 1,500 people to the Walt Disney World Swan and Dolphin in Orlando this year. She has used the hotel several times before and said that holding her meetings at Disney helps build attendance. “We’re expecting 25-percent growth this year because of our location,” Price said.“We always plan an afternoon activity that families and spouses can participate in.” And there’s no shortage of options for the fami- Events at Disney can be made colorful and customized. lies, she noted.“This year, we’ll have three things to choose from: golf, a wine-pairing seminar with the catering staff at the Swan and Dolphin, and a behind-the-scenes tour to see how Disney pulls off its special effects. This is a favorite with families.” Exclusive access to parks and backstage tours give meetings the “brag appeal” that gets everyone talking and makes for a memorable event, according to Rick Rosen, president of Minneapolis-based TriStar Incentive Group.“Companies today are recognizing a different level of employee, people who may not be able to afford a lot of vacations. That’s one reason we often choose Disney for our trips: It’s a thrill for everyone in the family.” The theme park meeting concept never gets stale either, Rosen said. During his 20 years of planning events at Disney, he has never repeated a theme. “There’s always something new and exciting,” he said. His groups have eaten dinner on the set of the Indiana Jones Epic Stunt Spectacular amid special effects, against the background of the Great Movie Ride in Disney’s Hollywood Studios, and attended a private High School Musical-themed party. “It’s lots of fun for the whole family,” Rosen said. And the planning is a snap, he added.“You don’t have to bring in decor, entertainment, or catering because all the infrastructure is there.” —Renee Wright April 7, 2008 MeetingNews 21 Most Magical Place Increases Its Group Business Charm Disney has refreshed its offerings to groups at both of its major parks. The company introduced a completely “reimagined”version of its popular “Disney Approach to People Management” seminar last month. The program takes participants behind the scenes of Walt Disney World theme parks and resorts to study the creation of a positive, service-driven corporate culture. “The Disney Institute programs bring Walt’s vision to life by turning our theme parks and resorts into a giant living laboratory where business professionals from other organizations can come to network, learn, and be inspired,” said George Aguel, leader of the Disney Institute. Meanwhile, the new Jostens Center at Disney’s Wide World of Sports, in Orlando, includes more than 70,000 sf of space for events, and at Disneyland, in Anaheim, CA, the Mickey Mouse Penthouse is now available for hospitality functions and VIPs. www.meetingnews.com On the hotel front, Disney’s Coronado Springs Resort, the largest of the six Walt Disney World Convention Resorts, will expand group options with three new restaurants and a new outdoor refreshment center this spring. The largest, the 5,000-sf Mediterranean-themed Rix Lounge, can host private events for up to 300 guests. At the Walt Disney World Swan and Dolphin Resort, groups can dine on a new “Organic Fanatics” menu, a ﬁve-course organic meal that features produce grown by local farmers and wine pairings. Lastly, Toy Story Mania!, an interactive ridethrough video game opening this year at both Disneyland and Walt Disney World, will be available for private events. In Anaheim, the attraction can be included in private functions on Paradise Pier; in Orlando, Toy Story rides can be incorporated into some events held on Disney’s Hollywood Studios back lots (formerly MGM Studios). —RW http://www.meetingnews.com

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