Harvesting the fruit of Anchorage's Convention & Meeting Business: getting conventions to Anchorage doesn't always come easily.

Most people think bringing a convention to Anchorage is all about sales. It's actually about forming and building relationships with meeting planners.

This job just became more vital for Anchorage with expanded convention facilities that will be complete by fall 2008. Each year, the Anchorage Convention & Visitors Bureau works with hundreds of groups. Sometimes, they book a date. Other times, we find out that the dates they want are already booked.

Convincing groups to hold their meetings in Anchorage presents some unique challenges, but the area is our greatest selling point, as many people say, "I have always dreamed of going to Alaska." People often think Anchorage is cold, dark, too far away and very expensive. Just about everything ACVB does to sell the city as a meeting destination centers around education. Our job is to counteract the myths and demystify the destination, and we do that with a well-crafted strategy.

FAMILIARIZATION TOURS

One of the best ways to educate people is to let them experience Alaska firsthand. Three times a year, ACVB hosts familiarization tours, of "FAMs," that bring pre-qualified people to Anchorage. Thirty of 40 people, who are meeting planners of the decision makers within their groups, are invited to come stay in Anchorage for a few days. While they are here, they tour hotels, sample activities and look at meeting and convention facilities. In February 2005, the executive director and president of the National Association of Local Boards of Health attended Anchorage's FAM, taking a ride on the Alaska Railroad, flightseeing and touring hotels. A month later, the group had signed hotel contracts and committed to hosting its national convention in Anchorage in October 2007, with an estimated economic impact of $326,841.

SITE INSPECTIONS

Every once in awhile, a hot prospect isn't able to attend a FAM. In those cases, ACVB hosts a formal site inspection. That was what happened recently when Convention Sales Manager Janine Amon was pursuing the International Congress on Robotics & Automation. The group was seriously interested in coming to Anchorage, but needed to meet with specific people in their industry while in town. ACVB helped coordinate meetings and worked closely with the local chapter of the International Electrical & Electronics Engineers to meet the specific needs the group would have for hosting a meeting in Alaska. The conference, with 1,100 delegates, is now booked for May 2010. This conference will bring an estimated $1 million in economic impact to Anchorage.

SALES BLITZES

For some groups, Alaska is a relatively new territory as a location to bring a conference, meeting of incentive trip. That's why ACVB holds sales blitzes in larger cities across the U.S. every year. Targeted guests are invited to a luncheon or reception to learn about Anchorage. The program includes a look at local hotels and the Egan Center facilities, a discussion of airfares and costs and examples of the different things to do in Alaska year-round. Sales blitzes are scheduled yearly in cities like Seattle, Chicago, Washington, D.C., and New York.

SALES EVENTS

Convention sales representatives also attend a number of conventions of their own each year, building relationships with meeting planners and companies that offer incentive travel, such as the Meeting Planners International Convention. A relationship with Meeting Planner Mary Russell of the Hamilton Group began at one of these sales events, and Russell has booked three large conventions in Anchorage as a result.

LOCAL REFERRALS

Another important source of convention business for Anchorage is Alaska chapters of national groups. The local chapter of the American Indian Science & Engineering Society was instrumental in convincing its group to hold its national conference in Anchorage in November 2004. It was one of last year's largest meetings and it drew rave reviews from the 1,600 delegates in attendance. Another example is the local office of the International Association of Assessing Officers, which was instrumental in negotiations to bring 1,400 people to Anchorage this September.

Repeat business also is important to the mix. The Ninety-Nines (99s) held their national meeting in Anchorage in 1984 and members who missed the trip heard how great it was and have been begging for the chance to come back. This spring, ACVB re-booked the Ninety-Nines (99s) International Women's Pilots Association conference that will bring 500 members to Anchorage in August 2008.

REQUESTS FOR PROPOSALS

Each year, ACVB also sends out more than 100 requests for proposals to hotels from groups looking to find a location for their meeting. This year, six bid presentations are scheduled, including a bid to bring the World Beard & Mustache Championships with 700 delegates to Anchorage in 2009. In April, ACVB also sent a team to Copper Mountain in Colorado to bid on hosting the U.S. Snowboarding National Championships in 2007. They chose not to come at that time, but may consider coming in 2008 or 2009, with the convention held at Alyeska Resort.

Events and the large number of people that support such endeavors are also a source of revenue for the convention market. Anchorage has successfully marketed itself through events such as the 2001 Special Olympics World Winter Games, which brought an estimated 10,000 people to Anchorage and was instrumental in providing funding for local facility upgrades. Likewise, the 2004 U.S. Alpine Ski Championships marked another successful sporting event held in Anchorage and helped lay the groundwork to land the 2006 National Veterans Wheelchair Games, which will bring an estimated 600 wheelchair athletes together in competition in Anchorage in July 2006.

For the most part, meetings end up in Anchorage because of the relationships the ACVB forms with meeting planners. ACVB's Amon was having dinner with a wildlife conservation connection when the guest just happened to mention that the World Wilderness Congress was looking for a U.S. location to hold its 8th annual Congress. After several meetings, a trip to Japan and a lot of work, Amon convinced the Congress to come to Alaska. Anchorage will join destinations such as India, Scotland and South Africa in hosting this international event in October 2006.

It sometimes takes working with a group for a decade before they book a meeting in Anchorage, but it's a job with lots of rewards. Economic impact is, of course, the most obvious benefit; however, this accolade carries much farther. Inevitably, convention delegates share their unique experience in Anchorage with colleagues, friends and family who become the future of the tourism industry. That's a benefit that works for everyone.

Bruce Bustamante is president and chief executive officer of the Anchorage Convention & Visitors Bureau, a job he has held since April 2000. Bustamante is a graduate of the University of Alaska Anchorage and has lived in Anchorage with his wife and two children since 1992. ACVB is one of the largest business membership organizations in Alaska.

Print Get the Mag Weekly Updates