Her tasks are not unlike those of other higher-ups at companies around the state, whose stories might go something like this: The boss calls you in and asks that you plan a company training session, combined with a board of directors meeting, at a convenient hotel or resort. “We need about a week to get everything done,” the boss says, “but we can only spare two days. And there must be time for golf, tennis, horseback riding and hiking and other recreational activities.”

There’s more. “Arrange for good meals and entertainment — and some prominent speakers. Also, we will need a lot of electronic equipment for presentations and conferences. Do this up right, but don’t spend a lot of money because our budget is tight.”

Haggerty is thankful that she doesn’t face that worst-case scenario, where expectations might eclipse reality. “I’ve been overseeing these for five or six years,” she says, “and I really can’t tell you a horror story. I guess we’ve been very lucky.”

Or good. In a time when hotels and resorts and conference centers are sprouting up everywhere, most with their own sales staffs designed to handle such outings, Haggerty says a little preparation goes a long way.

“If you know in advance exactly what your needs are,” she says, “you have a better chance of finding the right place to hold your meeting.”

North Carolina apparently is a good place. According to a recent survey taken by GetThere, a provider of Internet-based business-to-business travel procurement systems, Raleigh is the seventh-best city in the nation in which to hold a corporate meeting, based on costs, and Greensboro is ninth.

In compiling the data, GetThere planned a mock meeting assuming 50 attendees — with two attendees coming from each of the 25 most populated cities in the United States. The company used its Internet resources to evaluate hotel room rates at three-, four- and five-star hotels, estimated food and beverage expenses and meeting room rental rates, as well as more than 250,000 potential airfares.

“That’s a real positive for not only Raleigh and Greensboro but for other cities in the state,” says Debbie Vargas, president of the North Carolina Association of Convention and Visitors Bureaus. “Those two cities are opening the door to having groups choose North Carolina as a meetings destination. It helps out everyone.”

The state’s reputation no doubt catches the eye of associations, which often host conventions, and corporations, which typically deal more in meetings. Given that the American Society of Association Executives reports in a 1999 study that 60 percent of associations have witnessed an increase in attendance at annual conventions since 1995, North Carolina’s role as a major player should continue to rise.

“Association business will be one of our key markets for growth,” says Vargas. “Associations are real popular because they tend to rotate their meetings around the state.”

Expect Service, Responsiveness

David Heinl, president and CEO of the Greater Raleigh Convention and Visitors Bureau, says the Capital City hosted more than 9,650 meetings of 10 people or more in 2000. “And that’s just the ones we know about,” he says.

That’s good news for the Triangle. The good news for the meeting planners is that according to Successful Meetings magazine, 59 percent of meetings cost less than $50,000 to stage. Those planning the outings were looking for three things, according to Heinl: accessibility, affordability and availability. “You have to have an ample number of rooms and meetings space,” he says, “and those rooms have to be affordable. That’s what people are looking for.”

When Haggerty begins planning a bank meeting, she looks for service and responsiveness in the hotels, resorts and conference centers under consideration. “Money’s important and the food’s important,” she says, “but how they handle your requests is a big, big thing.

“You can tell right away if a staff has an ‘at your service’ attitude. We’ll have some fun and some celebration at our meetings, but we have to be able to concentrate on the meat of our work, which is why we’re there.”

Other things to look for in a facility, Haggerty says, include the ease of billing and the accuracy with regard to your directives. “Flexibility in billing is extremely important,” she says, “because it can literally become a nightmare. Accuracy is a key because you don’t want to have to do a lot of following up, of correcting mistakes. You simply don’t have time to be having to check behind them.” 

Finally, when you’re making sure the facility is adequate for your needs, don’t forget the little things. Lighting, climate control and parking are all part of the equation. And comfort goes a step further. “During our two-day leadership meeting,” says Haggerty, “we’re sitting a lot. The last thing you want are chairs that are uncomfortable. If someone’s in an uncomfortable chair, it’ll affect their concentration.”

Fortunately, Haggerty and Heinl note that there is a lot of help available. Professional sales staffs are anxious to work with clients to put on a first-class meeting within a budget. And there are 42 convention and visitors bureaus and tourism development authorities in North Carolina, not to mention all of the state’s many fine local chambers of commerce. Assistance is only a telephone call or a click away.

For example, “There are 550 pages on our web site (raleighcvb.org) that detail everything you can think of about the hospitality industry in Wake County,” says Heinl. “And if there is a question that you can’t find answered there, we’ll answer it for you.”

Some Softness in the Market

Meetings and conventions have been a big business in the state for decades and make up a large share of the overall travel market. The number of bookings this year is like a rollercoaster ride, much like the stock market and the economy, which often play a key role in determining whether a year will be good or bad for the industry. From the mountains to the coast, hotels and resorts are reporting that business is generally good, but that there is a “softness” in the market because of the economy.

For the most part, hoteliers say that group business is about the same or slightly ahead of a year ago; others have seen a weakness in the market and have had more cancellations than normal because of the economy and the volatility of the stock market. “Those are realistic factors that often make companies or organizations think twice before conducting a meeting,” says Kelly Miller, general manager of Pine Needles and Mid-Pines in Southern Pines. “It makes us work harder.”

“Our group business is steady and generally on the upswing,” says Tina Berger, general manager of the popular Sanderling Inn in Duck. “But it’s a tougher sell than usual. Stock market and earnings plunges always affect spending decisions. During periods like this, groups are obviously more cautious and price sensitive.”

It is a known fact that during economic lulls, CEOs and association boards, while recognizing the importance of meetings and training sessions, are often reluctant to spend money on anything that can be considered a luxury. To reduce spending, companies meet on site, use video conferences, teleconferences, web conferences or find less expensive locations.

In addition to the national economic situation, Berger and other innkeepers across the state have noted several factors that have slowed what is usually a rising line on the group business chart:

The ban on some travel by state employees imposed by Gov. Mike Easley because of budget shortcomings. Over the years, state travel has been a vital part of business for many hotels and convention centers.

A number of corporate mergers and acquisitions have complicated decision-making by travel planners, who take a “wait and see” attitude.

Planned meetings and conventions are held as scheduled but with a noticeable cutback on non-essential activities that would increase costs.

Groups are using fewer rooms than originally projected as attendance declines.

“In times such as this,” offers Shirley Tucker, director of sales at the Raleigh CVB, “several trends develop, including a shorter lead time in booking meetings. Usually, we book groups a year or so in advance and sometimes longer. Now it can be only a few months prior to the meeting because of economic uncertainties. This is something we have to live with.”

Extra Amenities Are a Bonus

On the plus side, and somewhat paradoxical, is the fact that new amenities — such as a spa, golf course or equestrian facilities — are special lures that add to the attractiveness of a resort as a potential meeting site. These facilities often offset the economic liability.

“Our spa is a definite plus,” says Berger, “particularly with women’s organizations. Women are also looking for lifestyle and personal development workshops, and we do our best to accommodate them. For the most part, meetings have an educational flavor with recreational activities thrown in to relieve tension.”

Joni Moffett, director of sales at the Grove Park Inn in Asheville, agrees. “Our new spa has been a great boost to our advanced bookings. Reservations for the first quarter of next year (2002) are the highest on record,” she says, “and when we have a good first quarter, the remainder of the year usually does well, too. We think next year will be our best ever.”

In addition to the spa, which covers 40,000 square feet and cost $40 million, the Grove Park Inn has completed a refurbishment of all guest rooms in the historic main inn on Beaucatcher Mountain.

Golf continues to be a major attraction throughout the Tar Heel state. The Grandover Resort in Greensboro reported that 60 percent of the 30,000 rounds played on its two courses last year came from corporate outings. “Many groups emphasize recreational activities as an essential part of a gathering,” says sales director Jerry Lottich, “so golf and spas add to the luster in selecting a place to meet.”

“Of course, golf is always a big reason to come to the Sandhills for business and pleasure,” says Kathy Prickett, public relations manager of the Pinehurst Area Convention and Visitors Bureau “We have 43 courses in the area, and they get a lot of play when a large convention comes to town. About 25 percent of the business here is meetings and conventions.”

Prickett says the Pinehurst area benefited greatly from the women’s U.S. Open being played at Pine Needles in 1996 and this year, and the men’s U.S. Open at Pinehurst in 1999 (it returns in 2005). “The beauty, serenity and facilities of the area where shown to the world on television,” she points out, “and the more than a hundred thousand persons who attended each event saw for themselves.”

Shelly Green, executive vice president of marketing for the Durham Convention and Visitors Bureau, notes that while business is slow with some groups, others are as strong as ever. “Because of our affiliation with the Research Triangle Park, we have always attracted a lot of high technology and medical groups,” she says. “Business from those groups is always good, but we have seen a slowdown with some others. Yet overall, our meetings and conventions are far ahead of last year.”

New Facilities Increase Choices

Is increasing competition afactor as amenity-laden newfacilities pop up around the state“The opening of the Inn on Biltmore Estate in Asheville is competition, for sure,” says the Grove Park Inn’s Moffett. “But we welcome having in-town competition of the same caliber as the Grove Park Inn. Having two grand facilities in a town is beneficial to both properties.”

In Charlotte, the new Ballantyne Resort Hotel is scheduled to open in September. The seven-story, 216-room hostelry and its two sister properties — the Courtyard by Marriott and the Staybridge Suites — will offer nearly 500 rooms for large gatherings. The complex, in addition to three hotels and a 35-room executive lodge, includes an award-winning golf course, the Dana Rader Golf School, and is conveniently located in an attractive shopping area of fine stores and restaurants.

Ballantyne general manager Steve Brooks says that reservations for the last three months of 2001 and for 2002 are exceeding expectations. “We are pleased with our fast acceptance, and we look forward to being a major player in the North Carolina travel industry,” he says.

The same is true in Asheville at the Inn on Biltmore Estate, a luxury hotel that opened in April. Spokesperson Sara Thomas says, “We have found a demand for quality meeting space and accommodations. Thus far, about 40 percent of our business has been small groups, and the rest of the year looks very good.”

Phoebe Lockley of the Fearrington House near Pittsboro says technological demands are high. “We have installed high-speed connections for Internet access,” she says, “and digital projectors are available, as well as facilities for Powerpoint presentations. Meeting rooms are equipped with computers, faxes, telephones and high-speed access.”

One of the latest additions to the meeting and conventions industry is the Eastern 4-H Environmental Education Conference Center that’s located six miles west of Columbia off Highway 64. The center, which opened in May, is an extension of the College of Agriculture and Life Sciences at N.C. State University.

There are full-service dining facilities equipped to handle up to 200 guests, and there is available lodging for 104. “Although many groups will come to the Eastern 4-H Center for a program provided by the educational staff, the facilities and services are also available for groups that need a location to carry out their own program goals,” says Sara Lilley Phelps, the guest and community relations coordinator. “The center is unique in that its facilities and programs are available to any group with an educational, human development or community development focus.”

The Executive Development Center on the campus at the University of North Carolina at Wilmington opened in March. The EDC is located just one mile from Wrightsville Beach and offers first-class training rooms, an executive board room, a theater-style seminar room and a large meeting hall, in addition to a full range of catering and conference services.

“The need for such a facility in the region is considerable with the increasing growth of the corporate/business community,” says Dr. Bruce Ragon, the assistant vice chancellor of the Division of Public Service and Extended Education. “The center provides state-of-the-art technology, a hallmark of UNC Wilmington, in a very comfortable corporate setting.”

Greenville is also getting in on the act. The city and the Hilton Greenville have signed an agreement to build a convention center that is targeted to open late next spring. The facility will consist of a 40,000-square foot exhibit hall, to be built by the city, and an additional 10,000-square foot ballroom that will be built by the Hilton and connect to the exhibit hall. The ballroom will accommodate meetings and banquets of up to 1,000 people.

“The convention center will allow us to host a number of events and meetings that we have previously turned away due to a lack of space,” says Andrew Schmidt, the sales manager for the Greenville-Pitt County Convention & Visitors Bureau. “Many of these groups are already inquiring about possible dates for summer 2002 and beyond. The addition of the convention center will allow us to be a major player in the state’s hospitality industry.”

While Durham has enjoyed success with high tech and medical meetings — not surprising given its proximity to Research Triangle Park — other cities have scored with religious and sports groups.

In Charlotte, for example, the convention and visitors bureau recently announced that amateur sports organizations have confirmed events that will generate $17 million in group business during 2001. The teams have scheduled 47,690 room nights between July and August. Meanwhile, the Queen City continues to cash in from its two major league professional teams, the football Panthers and the basketball Hornets. Both attract individuals and groups throughout the season.

The Asheville Area Chamber of Commerce’s calendar for June shows 12 meetings and conventions — ranging from family and class reunions to the 300 delegates who are attending the National Association of Unemployment Insurance Appellate Boards get-together. All told, the economic impact on the area is expected to exceed $560,000. 

Travel a Lucrative Market

Despite economic concerns that can adversely affect business, innkeepers are elated over the figures recently released by the North Carolina Division of Tourism, Film and Sports Development at the annual Governor’s Conference on Tourism.

Data for 2000 showed that 43 million travelers in the state spent $12 billion, an increase of 5.5 percent over the previous year. Lodging was up 5.3 percent and food service had an increase of 6.3 percent. The industry generated $677 million in sales and excise taxes and now employs 195,200 people.

Many of those travelers — and North Carolina’s travel industry ranks seventh nationally behind California, Florida, Texas, Pennsylvania, New York and Ohio — were attending a meeting or convention, helping fill the state’s coffers. According to a 1998 study, a typical convention delegate spends $231 per day. Half of that goes toward lodging, with the other half being split among food and beverage, shopping, transportation, etc. A fairly typical convention will draw 2,000 people for three days and generates an economic impact in that city of more than $1.7 million.

“Group business is the backbone of our travel industry,” says Connie Nelson of the Cape Fear Coast Convention and Visitors Bureau, “and we work hard at attracting meetings, both large and small. But we never forget the family or the individual traveler. Combined, it is a lucrative market.”