Successful Meetings - February 2008 - (Page 40) CVB Conference > The Rainbow Connection Focus Centers “There are still different markets that we Attendees of multicultural group events, through the conference and was always haven’t tapped into yet, and so we’re trying in particular, are likely to arrive in town a couready to assist,” he says. to pursue more of the meeting planners and ple of days early to take advantage of culturA growing number of convention and visthose minority groups that do a lot of event al tours, shopping, and leisure activities, in itors bureaus around the country are now planning; we’re trying to reach out to them a addition to their conference activities, makdesignating dedicated sales staff toward ing them of particular interest multicultural and minority market to CVBs. These groups also segments to attract their large tend to have a strong preferconferences and events. In addience to use minority-owned, tion to regular CVB services, local businesses and services, such as making arrangements for everything from transportawith area hotels and restaurants, tion to shopping. these dedicated sales represen“We’re usually able to protatives also are able to anticipate vide them with suggestions or needs and concerns, streamline at least provide them with partnerships with similar associUnited National Indian Tribal Youth Conference, resources so that they can do ations and groups in the area, Buffalo Niagara Convention some research on their own,” and work to promote their cities Center she says. as a friendly, welcoming destinaThe efforts to market Buffation for minority groups. Not only “We want to showcase what we have, so that lo to minority groups are payare these efforts “the right thing when individuals come in they know they can ing off, Williamson says. to do” ethically, CVB executives “We’re definitely booking say they make sense financially. get rich culture, good food, and more, because we have a maybe partake in an Underground THE COLOR OF stronger product to promote, Railroad tour—something very MONEY and the way we’re advertiscultural.” ing our features is helping us The UNITY event, which brought —Dionne Williamson, Buffalo Niagara CVB to increase the number of an estimated $800,000 in busiminority groups we can bring ness to Buffalo, featured worklittle more. For the most part, the market has in,” she says. shops, teambuilding exercises, keynote been the same, but we’ve improved on our speakers, a visit to Niagara Falls, and other approach to going after that market,” ON THE RADAR activities. Having a dedicated salesperson Williamson says. Janice Thom, director of special events for for multicultural groups “helps,” Cook says, Multicultural group and event sales the National Gay and Lesbian Task Force, adding that the group has “never worked as make up about 20 percent of overall group says she has noticed many CVBs putting closely with a convention and visitors bureau business at the CVB, Williamson says. The more efforts into marketing toward Lesbian, as we did that year.” CVB offers an African American Heritage Gay, Bisexual, and Transgender/Transsexu“We just hadn’t seen the personal interest al (LGBT) groups. The Washington, DCGuide to groups that highlights minoritybefore,” he says. based task force has worked extensively owned businesses, and the area’s cultural Dionne Williamson, the multicultural with the Miami Beach CVB and the local gay history, and includes recommendations from sales manager for the Buffalo Niagara Conand lesbian chamber of commerce on its past residents. vention and Visitors Bureau who worked with annual events, she says. “There are stories from individuals who the UNITY event, for the past four years has “One of the things they’ve helped us out used to live here in Buffalo, who have moved worked to promote the area’s rich history in with this year is on overseas contacts. The on to successful careers, who can reach Native American cultures and its past as a city of Miami and Miami Beach have offices back and share their stories and thoughts on stop on the Underground Railroad. While the in places like Brazil and London. And Miami Buffalo,” she says. “We want to showcase CVB has designated a multicultural sales is very accessible to people in Central, what we have, so that when individuals come position for the past decade, Williamson Latin, and South America geographically, in they know they can get rich culture, good says she is working on a new initiative to tarculturally, and linguistically, so we expect food, and maybe partake in an Underground get groups and meetings business from mulour incoming foreign travel to pick up. We Railroad tour—something very cultural.” ticultural groups, not just leisure travelers. 40 mimegasite.com FEBRUARY 2008 SUCCESSFUL MEETINGS http://mimegasite.com
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