Meeting News - March 9, 2009 - (Page 32)

Planners Guide to Florida Tampa Has ‘Super’ Start, But Work Remains Though Super Bowl XLIII and large groups propel city, CVB shores up small meetings While anecdotal evidence suggests the Super Bowl XLIII host committee’s $300 million revenue projection from an estimated 100,000 visitors was tempered by the recession, the Tampa Bay area is off to a relatively strong start in 2009. “From what I heard, there were several F&B events, big parties, that were scaled back,” said Alex Kaptzan, director of convention sales for Tampa Bay & Company, the city’s convention and tourism bureau. “Some of them didn’t happen at all. That being the case, it was still a blessing to have [the Super Bowl] this year. Even a smaller Super Bowl is a huge event and a gigantic economic [driver].” But like all destinations, Tampa is looking for ways to retrench and also gain market share in a difficult year. “Looking at 2009, we’re in pretty good shape—again, relatively speaking,” said Kaptzan. “We’re on pace or ahead of pace for most of the months in the year, with just a few that are concerning.” For Kaptzan and his team, both short- and long-term leads are down 30 to 40 percent. While most of the larger meetings for this year are already booked, the remaining small programs, the in-house meetings, are what Kaptzan is most focused on. “It’s the short-term, smaller meetings leads that are down the greatest,” said Kaptzan. “That’s my concern. We’ve adjusted our sales Tampa Welcomes Westin Airport, Crowne Plaza In January, the 255-room Westin Tampa Bay Airport opened with 6,800 sf of meeting space. All meeting rooms offer expansive water views, including a 3,200-sf garden terrace. The hotel also offers guests an indoor heated pool, a gym, and a boardwalk with a private beach, as well as a waterfront restaurant. Guest rooms feature the Westin Heavenly Bed and Westin Heavenly Bath. Meanwhile, on March 1, the Crowne Plaza Tampa Westshore, previously a Clarion hotel, reopened. The 221-room hotel has been completely renovated and re-branded, offering 9,000 sf of meeting space, an outdoor pool, a fitness center, and an all-day restaurant. —PH philosophy and redeployed our team to capture more short-term business, which would book and actualize within 12 to 18 months.” Kaptzan has put four dedicated staff members, versus one before, on small meetings, including a research coordinator whose sole job is to prospect and generate leads for the team. “We’re really going after markets that are continuing to produce, and those are SMERF,” Kaptzan said. “Thankfully, Tampa’s always been strong in those markets.” As for 2009, Kaptzan said, “The big challenge is can we maintain our pace—can we actualize the numbers that are definite on the books?” referring to working with planners to maximize attendance and room nights. Kaptzan also is banking on repeat business from groups that in years past booked meetings held within the calendar year. —Phillip Hennessey 32 MeetingNews March 9, 2009 www.meetingnews.com http://www.meetingnews.com

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Meeting News - March 9, 2009

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