Smith Bucklin & Associates
Ms. Anita O’Boyle, Convention Director
anita_oboyle@sba.com
312-673-5953

In 1999, a Smith Bucklin & Associates (SBA) client contract was signed for 2003 and 2005. Since then, there have been a number of changes in the client’s industry segment – and overall event attendance numbers have decreased. Nine to twelve months out, the association found itself facing approximately $1 million in attrition potential (inclusive of room revenue as well as food & beverage) because of the need to reduce their room nights by approximately 48%.

Ms. Anita O’Boyle, Convention Director, notes that strong relationships, constant communication between the association staff, the hotel, the association board, and the organization’s executive director, all contributed to solving the challenges and making an outstanding meeting.

The meeting was scheduled for April 2003 at a hotel in Orlando, Florida. Anita worked with the hotel Director of Sales, General Manager, and with the hotel company’s corporate office. The association board understood the severity of the problem and supported the strategy put together by Anita and her team. The strategy was to cut the room block, and cover as much of the food & beverage guarantee as possible.

Everyone’s focus was on problem solving. All were totally honest with each other and they conducted weekly (sometimes daily/hourly) conversations to come to an agreeable solution. One solution was for the association to release some of its contracted meeting space, and when the hotel had an opportunity to book another group three months prior to the meeting – the association released even more meeting space. The association ended up with extremely tight space – but a great meeting where everyone worked together.

Furthermore, the group (hotel sales and association meeting staff) met to discuss the current status (3 weeks out) and the final ramifications for the group. Three weeks out the options were:

Cut the hotel a check;
Sign a contract with the hotel for the same meeting in a future year; or
Sign a contract with the hotel for another SBA client for a future year meeting.

The association staff marketed more than ever to the membership to bring in as many people as possible. They also worked with hotel marketing and SBA’s marketing team to devise messaging that would focus on booking hotel rooms at the property, as well as promotions to draw the largest crowd. They also watched Internet rates to make sure the hotel was not selling guest rooms at a lower rate than the convention rate. The staff continually communicated with the hotel and Anita notes that the staff’s collaboration was something she had never seen before.

The collaboration continued on-site, where the hotel and meeting planning staff worked together to address problems (like walked guests on oversold nights, etc.) and solve them together. The hotel made it evident that they wanted this group to return to their hotel.

Anita’s staff surveyed their event attendees who responded that it was the best meeting ever. In the end, the association agreed to conduct the meeting with the hotel in 2005, and will definitely consider the hotel again for 2007.